Over the years, we’ve been so single mindedly focused on advertising others, we practically never stop to advertise ourselves – but we figured that Ten years is definitely a milestone worth pausing for, reflecting on and celebrating!
As part of our Birthday celebrations, we took the opportunity to collate our Top Ten lessons that we’ve learned from Ten Years of converting potential online for some of Australia’s leading Brands.
Here’s our top lesson that we’ve learned from working with Aussie startup Sitting Pretty.
In our role as a Specialist Ad Agency, we enjoy educating our clients on why we make the decisions we do. However, the more satisfying part of our role is the opportunity to be educated from some of the smartest entrepreneurs in the world.
Possibly more than any other client, we have been challenged in our thinking by Sitting Pretty Halo Hair.
People always tend to look at ‘what is’ today and then stop. It’s amazing how often business decisions are based on ‘what is’ rather than ‘what can be’Donny Deutsch
Working with Taryn and Logan since early 2018, they deliberately designed a business that serves them. Not the other way around.
From this mindset, they have been able to build a global disruptor brand, on their own terms.
The relentless focus to do what is best for them first, then the business, not what you ‘should’ be doing. The standard playbook doesn’t apply.
They have often caused us to stop and ask why we do the things we do. And to explore new avenues that align with their values. Many of our clients receive the shared benefit of this, as we find new ways to optimise and improve within the constraints set.
We are so busy measuring public opinion that we forget we can mold it. We are so busy listening to statistics we forget we can create them.Bill Bernbach
For example 6 months into running Search Ads. We presented with pride the results from including competitor keyword campaigns. The response though was completely unexpected; “Don’t worry about competitors”. In fact, the request was to stop bidding on competitor terms altogether.
While it was offering a source of profitable revenue, Sitting Pretty didn’t want their marketing to become ‘us vs them’. Instead they wanted to maintain a focus on their own Brand and their own customers. Providing a premium product & price point, it was an inspired decision that allowed more investment to building the brand at a critical point in their growth path.
Since that time they continue to make decisions around the Brand that falls outside the norm. Choosing growth targets that align with the lifestyle they want to live, investing in Creative & Influencers that align with them.
By running their own race, Sitting Pretty have gained far more influence and better serve their customers, then simply following the crowd.
For our 10th birthday, Intentional has been celebrating what can be achieved in Ten Years. We’ve collated our top ten lessons from ten years working with some of Australia’s leading brands.
Over to you now! What can you see happening in the next ten years?
What can you do In Ten?