Choose the right channel and convey the right message to the right audience with the right frequency… and success will follow.
Don’t chase your consumers, attract them. Build an environment where big ideas are expected and encouraged from all sources. Foster ideas from clients. Don’t pretend you do everything well and that an intern in communications is a PR office. Devise campaigns and seek relationships based on success and scaleability, not ‘media buys’. Seek partnerships with companies that are here to stay and not the ‘next big thing’. Thirst for new thinking-this will keep you afloat in the torrents of media’s ever changing technical and dimensional landscape.
The historic message has been ‘buy’, ‘buy or else’, ‘buy now’! Today’s consumers are becoming cynical to these message on many levels. This is why response rates are at an all time low and click thru rates are diminishing annually.
Media is not the problem…it is the marketing. hounding, interrupting, and imposing ourselves on consumers is no way to attract someone. Media is the conduit and not the battering ram. What you say and how often you say it matters just as much as where it is being said and to whom. Futazi is that balance.
We are not about following rules, cues, or decade old formulas because ‘that’s just what you do’. If you don’t question the way things have been done, you will never be able to make them better. Stagnation makes for statistics to the decline. If you always do what you always have done, you will always get what you always got. We are grounded in the rigorous pursuit of timely and actionable knowledge about the consumer, brands, and the ways media channels are consumed and dynamically altered in order to create positive effects and influence. Knowledge is the key to powerful innovation, and the routes to and sources have to be varied and customized for an objective goal.