Discovery
Who’s the audience, what are they thinking, how do they behave and how can we reach them? Who’s the client, where are they positioned, what do they want to achieve and what’s their proposition? How do we bring the two sides together successfully?
These are the questions faced by any advertising agency that thinks beyond the needs of the next 24 hours. SMRS has a structured approach to these questions called ‘Discovery’ - a client solutions programme designed to create employee communications that are rooted in truth, reaching the right audience with the right message and giving you maximum impact for your recruitment communications with minimum wastage of your budget.
Understanding
First of all, it’s about finding out what you wish to achieve from your relationship with us. We develop a thorough understanding of where each client sits within the marketplace and what are its strengths, weaknesses, opportunities and threats. We can then develop an advertising cycle for each client, tailoring our service to your aims and objectives.
Market insight
Our wealth of research tools is the envy of the recruitment communications industry and one of our biggest strengths as an agency. And we don’t put it to waste. We use these research tools to gain unparalleled insight into your target audiences and your competitors.
We have desktop access to:
- TGI (Target Group Index)
- Youth TGI
- NRS (National Readership Survey)
- BBS (British Business Survey)
- Forrester (international market information
- Enhance Media (On-line websitemarket analysis
- AC Nielsen (Media Monitoring Services – full Multimedia and Classified access)
- Thomson Intermedia (creative competitor analysis)
- Bradnet
- Mediatel
- Profound Research Line
- Profound News Line
- Prospex GIS
- GB Mosaic
Strategy
All our research work comes together in the strategic development stage. Here, we determine how we’re going to use this information in terms of the media we select, the people we target, the message we give them and the way in which we deliver it. This is where a client’s employment proposition becomes clear and the creative solutions begin to coalesce.
Delivery
The final stage of Discovery comes when our creative team sits down with its marker pads and pens, takes every piece of information we’ve amalgamated and turns it into a concrete idea – a brand, an identity, a campaign, a poster, an advertisement, a zoingboingaloid – if a zoingboingaloid is what is needed! In fact, this is when some of the biggest discoveries are made. When the creative lights start to flash, it’s inspiring to witness; but as any creative will tell you, it’s the quality of the information in the brief that decides the quality of the ideas that emerge.
As our Validate process demonstrates time and time again, Discovery works.