About a year ago, I began managing a handful of brands who all believed a laser focus on “martech” would solve their most complex consumer problems. Before our partnership began, each group invested heavily in technology that promised them leads. After months of setup, deployment went smoothly but when the first month’s numbers came in (and the second, then the...
For the past several years, we’ve been making the trip to Washington, D.C. for the American Society of Association Executives (ASAE) Marketing, Membership & Communications Conference (MMCC). Since we work with a fair number of professional and trade associations, it’s an opportunity to get inside their world and learn more about what’s keeping leaders up at night, how others are...
Several years ago, I was sitting in an aisle seat on a plane heading home when a flight attendant announced they were looking for volunteers to deplane and take the next flight out. Of course, no one volunteered, so the attendant sweetened the deal and offered a gift card for meals in the airport while waiting for the next flight,...
The relationship between businesses and customers is a love story for the ages. However, whether it ends in happily-ever-after or crying-into-your-Ben-&-Jerry’s rests squarely on the shoulders of the pursuer (that’s you). You know how it goes when a relationship is new—you’re a little too into them, and you may come on a little too strong. They start to pull away,...
Nothing is more important to the overall success of an agency than exceptional client service. An effective client service team is one of the most important marketing initiatives that an agency (or any organization for that matter) can undertake. Willow has created an agency culture we refer to as the Willow Way, and it drives our client service strategy. The...