MAKING THE SALE

Everyone is talking about the economy. For those of us in business we’ve seen how it has affected our bottom line. Some definitely more than others… We’ve fared very well, but we’ve had our moments. Adjusting, and quickly, can mean the difference in making it or breaking it. But, how to adjust? For our company it has been about strengthening our core competency as we simultaneously look for more inventive, if not more revenue generating ways, to do what we do.

I’ve mentioned the concept of transaction quite a bit in the past few months, and for a good reason. It’s one thing to let people know your brand is out there, but it’s another thing altogether to encourage them to buy the goods. As a communications agency we must be focused on spreading the good news about a brand, but I see our role evolving to include the actual “pushing” of product. I believe that our clients will increasingly care about how our work is truly impacting sales. And as an industry it will be increasingly important for us to show how we are enhancing the bottom line. One reason why I am in love with our work in the social space, and why our Consumer Engagement Marketing team continues to push the envelop for this initiative, is because when it is all said and done, generating more revenue for the client (and being able to prove it) will definitely impact our bottom line.