At Smith Brothers, our mission is to “Create inspiring ideas for courageous clients.” As students of the advertising business, and marketing in the CPG space in particular, we’re constantly on the lookout for work that not only impresses strategically and shines in execution, but that demonstrates some serious chutzpah on the part of the client who embraced it. We all know that too many clients err on the side of safe, hunkering down in the foxhole, afraid to lift their heads above the horizon line lest they have them blown off by senior management. Courage these days doesn’t come easy.
In this blog series, we will hold up those recent CPG marketers who should be recognized not only for their smarts, but for their bravery. Whether it’s eschewing the norms of a category, diving into uncharted waters in the digital space, committing big budgets to brand new platforms or just doing jaw-dropping creative, we will identify those brands that we think took a little more risk and stood a little taller than the field – those we think deserve a salute.
If you work in CPG, you know there’s no shortage of research out there. Most products are subject to an excruciating level of scrutiny from the moment they enter the world as concepts in their first round of BASES testing. When they hit the shelves, the poking and prodding really begins. As an account planner, I spend most of my time exploring and shaping the resulting data into messaging strategy.
However, there’s something we’re all looking for – account planners, insights managers, brand managers, and creative directors alike – that isn’t often found in this kind of data: basic human truth. Those subtle but acute observations that make everyone smile and nod their heads, and, when translated into advertising, make consumers point and say, “That’s me!”
Over the past year, the Smith Brothers analytics team has been working with a regional restaurant chain. About half of the analytics engagement is for our bread-and-butter marketing analytics services and deliverables, such as tactical analysis and recommendations, regular reporting and so on.
However, the other part of the engagement is more unique. The chain happens to have a loyalty program that accounts for a staggering proportion of their business. CRM metrics and analysis is an area of growing importance which is receiving greater attention from our clients and marketers in general. Our client’s story demonstrates why this is the case; specifically, it illustrates how CRM data that is right under our noses can drive broader marketing insights, strategies and tactics.