The beginning of 2017 has seen Attinger Jack re-engaged by two clients. What brought them back?
At AJ, we have a single-minded approach to advertising. We’re solely about Direct Response and we’re good at it. Clients see a measurable return on investment through our commitment and expertise. Being clear about what we do, we attract clients who want what we offer.
From time to time, though, clients’ objectives change, making our approach less effective or attractive to them. The reasons for this are diverse, and it’s sometimes just the need to scratch an itch. Thomas Sanderson chose to try brand-led creative and a regional approach to advertising; Kinetico aimed to raise their brand profile through a regional radio campaign; Donald Russell focused on customer retention rather than acquisition and Tempur needed to increase retail distribution so shifted to retail support and brand awareness.
When this happens, we don’t try to put a square peg in a round hole; we want to remain confident we are doing the best job for the client. We part on good terms, with clients acknowledging we delivered everything we could when their focus was DR.
“You’ve all been an immense help this last 12 months……your advice in relation to all things DR has been top notch.” Richard Gray, Digital Acquisition Manager, Thomas Sanderson
But those who explore alternative routes often miss the accountability of results and ROI delivered by direct response. Our door always remains open for these clients and we are delighted when they find their way back, as two have done recently.
Quality meat producer, Donald Russell, has re-appointed AJ to handle their press campaign, having struggled to hit their targets without a strong customer recruitment plan. We’re working on ‘new look’ creative to test against their ‘banker’ copy, learning and building as the campaign develops and the results come in.
Kinetico, designer and manufacturer of water softeners, is also keen to return to DR. We are now in the midst of an exciting new spring campaign spanning press, TV and inserts.
It is the greatest compliment and the most satisfying endorsement to be asked to work for a previous client again. With so many agencies to choose from, all claiming to deliver results at a new business stage, it speaks volumes when clients trust AJ with their DR campaigns and come back when the time is right for them. As the saying goes, “If you love somebody, let them go; if they return, they were always yours. If they don’t, they never were.”