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It was one of those dirty secrets nobody wanted clients to find out about. As I peeled back the veneer on other agencies, I saw it was the same there. Strategy became simply a checkbox to charge a client for. I never knew if it was just too heady for those teams to comprehend, a matter of ego, or a belief that strategy wasn’t needed in the creative process. To my dismay, I found that their hard work was largely disregarded. Our clients were always enraptured by their findings.īut then my Strategists would deliver their reports to our User Experience and Design teams. They pored through research data and analytics and presented their SWOTs and deep rationales with dazzle. I ran a Strategy department once and had some hyper-intelligent staff who developed incredible insights every day.

Having been in marketing agencies a while, I can tell you that a lot of them are broken. And like The Business Model Canvas, The Marketing Matrix would eventually be applied for businesses of all types and sizes, from innovative startups I mentored at our local HotHouse incubator to North American outreach for the United Nations. I took inspiration from other great tools like The Business Model Canvas that were easy to understand and use, but were deceptively powerful. Because of him I was inspired to come up with a system to “prove” the efficacy of digital experiences we developed-I called it The Marketing Matrix.

He pushed us and I appreciate him for it. We modeled his media spend with expected acquisition, conversion and retention numbers, but showing possible numbers wasn’t enough without a guarantee of results-you know, that thing that marketers hate to hear from their clients more than anything. We showed him creative ideas and mood boards, but those didn’t either. We showed him research and strategic briefs, but those alone didn’t convince him. But since he was selling a product and not creating much of a brand, he wanted assurances that what we were proposing would work.

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I wouldn’t consider myself an Amazon sales expert, but I do know how to create marketing and messaging people care about.Īfter several meetings, he was inspired. He was looking for ways to market his “Proudly Made in China” products on Amazon. A few years ago a Chinese businessman reached out to me on his trip through the U.S.

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Since this is the first in a series of articles that introduces the concept of The Marketing Matrix, let me set this up for you. Part One: Creating Digital Experiences People Care About To China, With Love

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