The Success Formula of a Dynamic Entrepreneur Revealed & Exposed!

There is an old saying,”If it’s ain’t broken, don’t fix it”. Meaning to say, if something or a plan is working, continue to use or implement it until it proved otherwise. This might sound like a common sense but it seems otherwise in the field of advertising and marketing.

I was called up by a client recently whom we have consulted them on new customer acquisition campaign 4 months ago and generated great commercial result (it is a team effort together with client and us). During the meeting, the client revealed a new product campaign that they launched recently with another “creative agency” generated zero result (no revenue input) and now everyone is in the hot soup because management demand ROI. To make thing worse, this agency has already “burnt” 85% of my client budget allocated for this new campaign launch. I saw the work done and immediately identify a few “death spots”. I started to ask,

Me: Why do you select this agency?
Client: Because they seem quite creative
Me: In this case, no result?
Client: ….
Me: Well, different agency have different strength, so it might be worthwell to select them based on their core strength which in this case, your priorty is result right? Have they proved that they can bring ROI before?
Client: Actually nope
Me: Then why select them?
Client: I never test, I never know right?
Me: *Inside my head* If something is already tested before and generated result, why change?

It is the same theory for medications. You tried out the one that the doctor recommended and if it worked and make you well, do you continue to take it or do you keep looking for different doctors and ask for different pills? Well, it seems that many marketers will keep changing agencies or partners for “testing” purposes to find that “perfect” fit. Dream on because we lived in an imperfect world.

In that case, do I put what I said into practise? Yes. If you have the chance to sit through a new client presentation with me, you might be shocked that sometime, I’ll ask the following questions:

Me: Are you currently working with any agency?
Potential client: Yes.
Me: Are they bringing you real measurable commercial result up to this point?
Potential client: Yup.
Me: Why change if they are bringing you result?
Potential client: *Stunned look* hmmm…..
Me: Keep them and treat them well. I would like to meet up with you again if they cannot perform with results. Thank you for the time.

Think about it.