So, how do you cut through the noise? The key is to focus on trends that actually drive results, and to ignore the ones that don’t.

From 78Madison’s perspective, here are the trends that actually matter to clients:

Content that educates and inspires…
Clients and consumers are smarter than ever. They don’t start with a sales call. They start with research. Articles, blogs, guides, and videos that answer questions and solve problems earn trust and credibility. Thoughtful content positions you as an expert and keeps your brand top-of-mind when the decision-making moment arrives.

Data-driven marketing…
Guesswork is out. Tracking campaign performance, website analytics, and engagement metrics allows you to invest where it counts. Whether its understanding which channels drive leads or which messages resonate, data is your compass. Smart marketers use it to refine strategy, not just report numbers.

Personalize at scale…
Generic messages are ignored. Today’s consumers expect relevant, personalized experiences – from email content to social media messaging. Leveraging segmentation, dynamic content, and tailored campaigns isn’t a “nice-to-have”; it’s a baseline expectation.

SEO that connects to intent…
Search engine optimization isn’t about tricking algorithms; it’s about understanding your audience’s intent. Optimizing content to answer real questions, provide practical insights, and solve problems will improve visibility—and, more importantly, engagement.

Now, here are the trends you can ignore (for now):

Every new social platform…
Not every new app or platform deserves your attention. Chasing every trend can scatter resources and dilute your brand. Focus on the platforms your audience actually uses, and do them well.

FAD marketing tactics…
From viral challenges to gimmicky gimmicks, most “trendy” campaigns don’t deliver long-term results. If a tactic doesn’t align with your brand or serve a clear objective, skip it.

Overcomplicated technology…
Marketing automation, AI tools, and other tech solutions can be powerful, but complexity for complexity’s sake is a trap. Only adopt technology that solves a real problem and integrates into your strategy without creating friction.

Marketing trends will always evolve, and some will matter more than others. The key is discerning what drives value versus what simply creates distractions. For clients, the value isn’t in having every shiny tool or chasing the latest social craze. It’s in executing a clear, thoughtful strategy that connects with the audience, builds trust, and generates results.

Focus on clarity, not noise.

Invest in content, data, personalization, and meaningful engagement. Ignore the fads, the distractions, and the overhyped tools. That’s how marketing becomes not just visible, but effective.

The 78Madison Strategy Group

Stay… or leave. Lean in… or scroll past. Engage… or ignore.

That moment lasts about seven seconds. And in today’s environment, it’s often even shorter.

We like to think people carefully consider messaging, weigh value propositions, and thoughtfully evaluate brands. But the truth is far less generous. Attention is thin. Options are endless. And first impressions aren’t just important, they’re decisive.

Whether it’s a website, an ad, an email, or a video, your audience is asking one question almost immediately: “Is this worth my time?” If the answer isn’t obvious right away, you’ve already lost. In those first few seconds, people aren’t reading deeply. They’re scanning, feeling, reacting. They’re picking up on signals like:

· Clarity – Do I understand what this is?
· Relevance – Is this for me?
· Value – Is there something here I want?
· Trust – Does this feel credible?

Miss on any one of these, and the rest of your message never gets a chance. That beautifully written copy? That compelling case study? That carefully crafted offer? It doesn’t matter because they never made it past second seven. The biggest mistake brands make is assuming attention has already been earned. So, they lead with long introductions, vague headlines, clever (but unclear) messaging, and internal language that makes sense only to them. Instead of answering the audience’s question, they delay it. And delay is deadly.

If those opening moments matter this much, the goal becomes simple: make your value unmistakably clear, instantly. Here’s how:

Lead with clarity, not cleverness…

Clever headlines might win awards, but clear headlines win attention. Your audience should immediately understand: What you do; Who it’s for; and Why it matters. If they have to think about it, you’ve already introduced friction. Here is a test for you. Could a first-time visitor explain what you offer in five seconds? If not, simplify.

Make it about them, fast…

Your audience doesn’t care about your brand, at least not yet. They care about their problems, goals, and pressures. So instead of: “We are a leading provider of…”, how about try: “Planning a meeting that actually delivers results is harder than it should be.” When people feel seen, they stay.

Show immediate value…

Don’t make people hunt for the payoff. Surface it right away with a clear benefit, compelling outcome, and a specific promise. Example: “Generate more qualified leads without increasing your ad spend.” Or “Turn your website into your best-performing salesperson.” Make the reward obvious from the start.

Design for Scanning…

People don’t read first, they scan. That means your first impression isn’t just words. It’s structure. Use strong headlines, subheads that carry meaning on their own, short paragraphs, and visual hierarchy. If someone only reads your headline and subhead, they should still get the message.

Use Visuals with Purpose…

Images and video can either clarify your message or distract from it. In the first few seconds, visuals should reinforce what you do, signal quality and professionalism, and help people “get it” faster Avoid generic stock imagery that adds noise without meaning.

Build Instant Credibility…

Trust is often decided before a single sentence is fully read. Quick ways to establish it are by using recognizable client logos and a sharp modern design, having specificity in your claims, and with social proof (testimonials, results, numbers). People don’t want to figure out if you’re credible. They want to feel it immediately.

Remove Friction…

Every extra second of confusion increases the chance of exit. Watch for slow load times, cluttered layouts, too many competing messages, and unclear next steps. The first experience should feel effortless.

Here’s a simple exercise. Take your homepage, your latest ad, or your landing page. Now do this: Give yourself – or someone unfamiliar with your brand – 7 seconds to look at it. Then ask:

What is this? Who is it for? Why should I care? If the answers aren’t clear, you know exactly where to focus.

The bottom line is that marketing doesn’t fail because of bad strategy alone. It often fails because it never gets the chance to work. The first seven seconds determine everything that follows. They are the gatekeepers to your message, your story, and your value. Win those seconds, and you earn attention. Lose them, and nothing else matters.

So, before you refine your campaign, expand your content, or increase your spend…Ask yourself…

Are we earning the first seven seconds?

Joe Bouch
CEO, 78Madison

Now, many of you who are practicing modern day marketing might be saying to yourself, who the heck is Bill Bernbach. Well, it takes a real ad junkie to know that Bernbach was the godfather of modern advertising. One of the greatest ad men of all time and the creative force behind some of the most iconic campaigns ever produced.

And this quote? It may be more relevant today than when he first said it.

When Bill Bernbach uttered those words, computers were the size of a room. Ads were sketched with pen and paper, not built in Photoshop or Illustrator. Media buying meant print, radio, and television. “Digital marketing” wasn’t even a concept.

And yet, somehow, from the mad men days, he perfectly described the world we live in now.

Today, we have tools Bernbach couldn’t have imagined:

• Advanced SEO strategies
• Highly targeted paid search
• Precision audience segmentation
• Programmatic media buying
• Conversion tracking down to the click

We can optimize a website so thoroughly that search crawlers index every corner of it. We can engineer organic and paid search campaigns with surgical precision. We can place digital ads directly in front of a narrowly defined audience at exactly the right moment.

But here’s the uncomfortable truth:

If the product isn’t truly great, none of the advantages mentioned above matters. Visibility does not equate to product success in the marketplace. A strong digital marketing plan accomplishes one critical thing: it gets your message in front of the right audience. That’s it.

It does not…

• Manufacture a competitive advantage
• Fix a weak value proposition
• Create differentiation where none exists
• Turn a mediocre solution into a must-have product

If your product lacks a clear and compelling Unique Selling Proposition (USP), marketing becomes expensive noise. Bernbach understood something foundational: advertising amplifies what is already there. If what’s there is exceptional, advertising becomes fuel. If what’s there is average, advertising simply accelerates disappointment.

In digital marketing, it’s easy to obsess over:

• Click-through rates
• Cost per acquisition
• Funnel optimization
• Attribution modeling

But before any of that, there’s a far more important question: Is this product meaningfully better? Because marketing can bring visitors, but only a great product convinces them to pull out their wallet.

At 78Madison, we love the craft of digital strategy. We believe in data. We believe in precision targeting. We believe in creative execution. But we also believe this: No campaign can compensate for a weak foundation.

The brands that win consistently are the ones that invest as deeply in product excellence as they do in marketing execution. When you combine a superior solution with a smart communications strategy, you don’t just generate traffic – you generate momentum.

Bernbach said advertising doesn’t create advantage, and he was right.

Our job isn’t to invent greatness…

It’s to reveal it.

Joe Bouch
CEO, 78Madison

78Madison is a full-service marketing communications firm (advertising agency) located in Winter Springs, Florida, a suburb of Orlando. Give us a shout, and lets start a conversation.

Results That Drive Business Growth…
At the core of every agency-client relationship is one fundamental expectation: RESULTS. Businesses want an advertising agency that understands their unique goals and can develop strategies that deliver measurable, positive impact. Whether it’s increasing brand awareness, driving leads, or improving customer retention, the agency needs to move the needle on key performance indicators (KPIs).

Advertising agencies that can align their creative and strategic work with the business’s broader objectives earn long-term trust. It’s not just about winning awards or creating artful ads – it’s about ensuring that those campaigns generate a real return on investment (ROI) that advances the business’s objectives.

Strategic Understanding and Business Insight…
Businesses want more than just pretty ads – they need an agency that understands their market, their competitors, and, most importantly, their customers. Successful agencies can translate marketing jargon into strategies that make sense in the context of the client’s business environment.

This means taking the time to understand the company’s goals, its industry dynamics, and the changing consumer behavior within its market. It requires a partner who not only knows the latest trends in advertising but also knows when to apply those trends strategically and when to hold back. In essence, companies are looking for a partner that can think both creatively and commercially.

Agility and Adaptability…
Business landscapes evolve quickly, and businesses need advertising agencies that can keep pace. Whether it’s shifting a campaign midstream due to market feedback or reacting to unexpected industry disruptions, the ability to be agile is invaluable. Rigid processes or an unwillingness to adapt to change can be a deal-breaker. Businesses want an agency that embraces flexibility – an agency that can pivot, when necessary, without losing focus on delivering results.

Proactive Communication and Transparency…
Businesses thrive on communication. A key element of any successful relationship between a business and its advertising agency is clear, consistent, and transparent communication. Clients want to know what’s happening at every stage of a campaign – from the initial pitch to the final execution.

What they don’t want is to be left in the dark, only to hear from the agency when there’s a problem. Businesses seek partners who are proactive in their communication, keeping them informed of progress, challenges, and solutions along the way. Transparency breeds trust, and trust is the foundation for a strong, long-term partnership.

Collaborative Partnership, Not Just a Vendor Relationship…
Most advertising agencies don’t think business want collaboration, but I will tell you that perhaps most importantly, businesses want an agency to act as an extension of their internal team. They don’t want to work with a vendor who simply checks the box on deliverables. Instead, they want a partner – someone who is just as invested in their success as they are. This means the agency should bring ideas to the table, push back constructively when necessary, and fully immerse themselves in the business’s culture and objectives. A true partner operates with shared responsibility and accountability.

Cost-Effectiveness, Without Sacrificing Value…
While businesses understand that high-quality work comes with a price, they also want to see clear value for their investment. Budgets will always be a concern, and clients expect their agencies to spend wisely while maximizing impact. Cost-effectiveness doesn’t necessarily mean being the cheapest option; it means demonstrating the ability to deliver significant value for every dollar spent. Advertising agencies that can optimize spend while achieving remarkable outcomes gain a competitive edge in the eyes of their clients.

Long-Term Vision and Innovation…
Beyond short-term wins, businesses also want to work with agencies that have a long-term vision. Clients are constantly looking ahead, whether it’s preparing for shifts in consumer behavior, embracing new technologies, or navigating evolving media landscapes. Agencies that can innovate and anticipate trends – while keeping the business’s larger goals in mind – prove to be indispensable. Businesses want a partner that doesn’t just react to the present but plans, ensuring their brand stays relevant and competitive in the years to come.

In the end, businesses are not just looking for flashy pitches or the latest buzzword trends. They want an advertising agency partner that can deliver real results, deeply understands their business, communicates transparently, works collaboratively, and provides clear value.

The essence of a great partnership is mutual success – when the agency is fully invested in driving the client’s growth, both parties thrive. That’s the bottom line of what businesses truly want.

Would love to hear your insight.

Joe Bouch
CEO, 78Madison

78Madison is a full-service marketing communications firm (advertising agency) located in Orlando Florida (Winter Springs). Want to chat about some marketing you need done, give us a shout. jbouch@78madison.com

SEARCH – PAY PER CLICK
Search advertising, particularly through platforms like Google Ads, has consistently delivered high ROI for advertisers. It capitalizes on intent-based marketing – reaching potential customers when they are actively searching for specific products or services. The immediate visibility provided by search ads, paired with the ability to target keywords with precision, ensures that budgets are spent on reaching individuals ready to convert.

What has made search advertising even more effective in recent years is advancements in AI-driven optimization tools, which automate bidding and targeting for better results. Coupled with detailed analytics, advertisers can tweak their campaigns in real-time, making the most of every dollar spent.

SOCIAL MEDIA
Social media advertising, particularly on platforms like Facebook, Instagram, and TikTok, continue to provide solid ROI. The ability to hyper-target users based on detailed demographics, interests, behaviors, and even lookalike audiences has revolutionized how advertisers approach engagement. Facebook and Instagram remain dominant, particularly for businesses aiming to generate leads and increase brand awareness.

However, in recent years, TikTok has rapidly emerged as a contender. Its short-form, engaging video content resonates strongly with younger audiences, and its cost-per-click and cost-per-view metrics have proven attractive for advertisers looking to stretch their ad spend. The combination of virality potential and strong creative opportunities makes social media advertising a valuable channel.

VIDEO
Video advertising, especially on platforms like YouTube and OTT (over-the-top) streaming services, has seen substantial growth. Consumers are consuming more video content than ever before, and advertisers have capitalized on this trend. What makes video advertising particularly effective is its ability to capture attention and tell a compelling story in a short period.

YouTube’s integration with Google Ads enables precise targeting similar to search ads but with the added visual appeal of video. With programmatic ads and options for skippable and non-skippable ads, businesses can optimize their spend for maximum exposure while only paying for truly engaged viewers.

PROGRAMMATIC
Many thought it would go away – was just a fad – but programmatic advertising, which automates the buying and selling of ad space through AI, continues to be a game changer. By using algorithms to purchase digital advertising in real time, advertisers can target the right audience at the right moment across multiple devices and platforms. Programmatic advertising has shown to improve ROI by increasing efficiency and reducing wasted ad spend.

What’s especially effective about programmatic is its scalability and personalization capabilities. Advertisers can run highly targeted campaigns, refining based on real-time data, leading to better conversions and higher returns.

EMAIL
Despite being one of the oldest digital marketing channels, email marketing has maintained its status as a strong ROI performer. Businesses that have invested in building high-quality email lists and crafting personalized, automated campaigns have seen excellent results. Emails allow brands to communicate directly with their audience in a personalized and cost-effective way, leading to higher engagement and conversions.

When integrated with CRM data and marketing automation tools, email marketing becomes even more powerful, allowing businesses to send timely, relevant messages that resonate with their audience.

INFLUENCERS
Influencer marketing has grown tremendously in the past few years and has proven to deliver substantial ROI, particularly in industries like fashion, beauty, and lifestyle. By partnering with influencers who already have a loyal and engaged following, brands can gain credibility and trust quickly. While this strategy may not always provide immediate conversions, the long-term brand awareness and customer trust it builds can lead to sustained sales growth.

What makes influencer marketing increasingly effective is its shift towards micro-influencers – those with smaller but more engaged audiences. These influencers often have more authentic relationships with their followers, translating to higher trust and better results for advertisers.

NATIVE
Native advertising – ads that blend in with the editorial content around them – has also risen in effectiveness. It provides an unobtrusive way for brands to deliver their message without disrupting the user experience. Platforms like Taboola and Outbrain help distribute native ads across high-traffic websites, giving brands access to large audiences while still preserving user trust.

Native ads tend to have higher engagement rates since they don’t feel like traditional ads, leading to better ROI, especially when the content is high quality and aligns with the surrounding material.

AUDIO – PODCASTS and STREAMING
Podcast advertising and ads on streaming platforms like Spotify have seen substantial growth in recent years. Podcast listeners are known to be highly engaged, and the trust they place in hosts can make podcast ads feel more authentic and less intrusive. For advertisers targeting niche audiences, this has proven to be an effective way to build brand awareness and drive conversions.

To summarize, no single media channel holds the key to advertising success, and the most effective ROI media will vary depending on a brand’s goals, audience, and industry. However, what’s become increasingly clear over the past few years is that a multi-channel approach tends to deliver the best results. Combining search, social media, video, and programmatic advertising, for example, creates a comprehensive marketing strategy that captures potential customers at multiple touchpoints.

For 78Madison, the key to maximizing ROI is constant testing, refining, and adjusting strategies based on performance data. As technology advances and consumer behaviors continue to evolve, advertisers who stay agile and data-driven in their approach will continue to see the best returns on their investments.

Would love your thoughts.

Joe Bouch
CEO, 78Madison

78Madison is a full-service, Orlando based marketing, digital, advertising, public relations, and social media agency, which serves businesses all over the country. Let’s start a conversation.  jbouch@78madison.com or (407) 788-7070.

Indeed, the first step in the journey of developing great creative work is to make sure the concept will stop consumers in their tracks and make them look. In an age of endless scrolling and fleeting attention spans, grabbing someone’s attention is no small feat. But great creativity has a way of standing out. It captures the eye, not just because it’s visually appealing or different, but because it resonates with something deeper within you. Whether it’s the vivid colors of a painting, the cleverness of an ad design, or the poignancy of a photograph, great creative work compels you to pause, to take a second look, and to truly see.

But great creative doesn’t stop at the surface. Once it has your attention, it invites you to engage with it on a deeper level. It challenges your preconceptions, introduces new perspectives, and sparks your imagination. It makes you think. Perhaps it’s a commercial that explores vacation destinations you had never considered, a piece of writing that delves into the human condition, or a campaign that highlights how a new discovery might transform your life. Whatever the medium, great creative encourages introspection and critical thinking. It raises questions that linger in your mind, prompting you to explore, reflect, and perhaps even change the way you see the world.

Of course, the most powerful aspect of great creative work is that it makes a consumer engage – it stirs something within them that compels action. This could be as simple as sharing a thought-provoking post, as profound as reevaluating your life choices, or as impactful as getting involved in a cause you believe in. Great creative work inspires movement – movement towards a new idea, a new understanding, or a new path. It has the power to ignite change, both within individuals and within society at large.

Truth be told, all of us are called to be creative, whether through advertising, art, writing, music, or any other form of expression.

In a world that is often numb to beauty, truth, and goodness, great creative work has the potential to awaken hearts and minds. It’s a powerful tool for communication, for challenging the status quo, and for encouraging others to live out their lives in a meaningful way. So, as you create, remember the power of your work. Strive to create something that makes people look, think, and move.

In the end, there are a lot of businesses who have a great product, but with that, you need a great product story.  When your message (creativity) is relevant, consumers pay attention.

Joe Bouch

CEO

Tell consumers what your business was born to do for them. There is a pure, humanly relevant essence to every brand. The soul. This is where the ignition point for great creative lives.

ONE, begin with thorough research to understand your local market. Know your audience – the businesses in your area, their target customers, and the unique challenges they face. This understanding allows you to tailor your services to meet the specific needs of local businesses. No, not all markets or needs of that market are alike.

TWO, while it’s tempting to offer a wide range of services – we are full service and offer everything including the kitchen sink – specializing in a niche can set you apart from your competitors. Whether it’s digital marketing for small businesses, branding for startups, or social media management, having a specific focus can help you build a strong reputation and attract the right clients.

THREE, your local presence is a significant advantage. Attend community events, sponsor local causes, and participate in local business groups. These connections can lead to referrals, partnerships, and a strong reputation in the community. This industry is not for the lazy at heart. You must be in the mix of your local community.

FOUR, your clients need to see the value in what you offer. Instead of just selling services, focus on delivering results that matter to them. Whether it’s increasing their customer base, improving their online presence, or boosting their sales, show them how your services directly impact their success. And these can’t just be cliché promises. You must prove you can deliver on your promises.

FIVE, a winning advertising agency, is built on the skills and dedication of its team. Invest in hiring talented individuals who share your vision and commitment. Provide ongoing training to keep your team updated on the latest industry trends and tools. A motivated, knowledgeable team is crucial for delivering top-notch services.

SIX, being found online is vital for local businesses, and this is where local SEO (Search Engine Optimization) comes in. Make sure your advertising agency is easily discoverable by local businesses through optimized content, Google My Business listings, and local keywords. Additionally, offering local SEO as a service to your clients can help them gain more visibility in their own markets.

SEVEN, nothing speaks louder than success stories. As you work with clients, create detailed case studies and gather testimonials to showcase your advertising agency’s impact. These real-life examples build credibility and can be powerful tools in attracting new clients.

EIGHT, the advertising landscape is constantly evolving, especially with the rapid growth of digital marketing. Stay adaptable by keeping up with new trends and technologies. Being an early adopter of new platforms or techniques can give your agency a competitive edge.

NINE, winning in the long run means building strong, lasting relationships with your clients. Go beyond one-off projects and strive to become a trusted partner in their ongoing success. Offer continued support, suggest new strategies, and always look for ways to add value.

TEN, continuously measure the effectiveness of your campaigns and strategies. Use analytics to track what’s working and what isn’t and be prepared to adjust your approach. A commitment to constant improvement will ensure your agency stays ahead of the curve and continues to deliver winning results.

ELEVEN, and perhaps most important, conduct your business with the highest level of integrity. Honest, ethical practices will earn you the trust of your clients and the respect of your peers. Your reputation is one of your most valuable assets and maintaining it through ethical conduct will ensure long-term success.

That’s it!

Building a winning local advertising agency isn’t just about offering services – it’s about creating value, forging relationships, and becoming an integral part of your community. By focusing on understanding your market, delivering results, and maintaining high ethical standards, you can build an agency that not only thrives but also makes a positive impact on the businesses and people around you.

Let me know how you do.

Joe Bouch
CEO, 78Madison

78Madison is a full-service, Orlando, Florida-based marketing, digital, advertising, public relations and social media agency, which specializes in serving business all over Florida and the country. Let’s start a conversation.  jbouch@78madison.com or (407) 788-7070.

Truth be told, it’s an industry double standard that all would do well to understand for the sake of marketers everywhere.

First, consider why independent advertising agencies like 78Madison can often do things that a big agency cannot, even though the people who work at the small agency might have been working on the very same brand at that very same big agency which they exited. For those of you who like to keep score, I’ll call this irony number one.

As procurement power continues to rise, agency margins get squeezed, so holding company financial people look for anyone making over a certain salary to cut loose, thinking that someone half the age and half the price can do the job just as well. For a well-established client running like clockwork, this seems like a fix for figures that just don’t add up, but the moment that client loses share or gets disrupted, the CMO realizes someone with no prior experience in their category is calling the shots – and though the agency is keeping up with the day-to-day work, it’s no longer bringing new ideas or giving away much of anything unless it’s written into a scope of work.

It’s been smooth sailing for the client up until now, but suddenly there’s a hurricane, a whirlpool and a kraken coming after their market share, and they don’t just need a sailor, they need Captain Jack Sparrow to get them out of the mess. Alas, Captain Jack got cut from the payroll, but maybe he’s been willing to freelance on this project – unless, oh shit, he started his own agency called The Black Pearl.

Look at the bios of the people working at so-called boutique agencies – the big agencies had that talent locked up, then let it go because they couldn’t make the numbers work, which is not ideal when a new client comes calling or an existing client gets into trouble.

The sweet-smelling little secret is that small agencies don’t count hours, not really, but rather count creative opportunities. And for the record, getting paid for hours is a dumb idea for both clients and agencies – it disincentivizes speedy delivery, ideating faster or quicker collaboration. Across the board, clients are not paying agencies near what they paid a decade ago, and the result is broken relationships, constant pitching, and disposable advertising, which costs the brand far more than procurement thinks they are saving.

The troublesome trend is that a double standard has emerged as clients parse their assignments between agencies big and small. This is irony #2, and it underscores why the average tenure for CMO’s is shrinking, because many act like gamblers who change the rules as the cards are dealt.

For campaigns created for big brands by large agencies, the target audience is no longer the consumer.

Read that again, and let it sink in.

Pick a massive media budget for a major brand, now imagine what it’s like to be the CMO. If you look at the incentives for a Consumer Package Goods brand, a marketing executive’s bonus is often predicated on how well their campaigns score in testing, not how much they move sales or share. Longitudinal studies reveal that getting a higher score on a test that assumes consumers are making rational decisions does not always correspond to business results, and we know it inhibits creativity that breaks the mold. In other words, originality may help a brand break into culture, but that kind of work won’t clear the protocol that a big agency must follow.

Various clients have awarded storied brand assignments to small agencies without the same handcuffs on creativity. Do the small agencies deserve that chance? Absolutely – they earned it with their reputations. But clients need to unshackle their big agencies, too, and be honest about their real objectives before work begins.

For service brands or B2B brands, the audience is often the board of directors – individuals with nothing in common with the actual consumer and largely out of touch with today’s media and cultural trends. For the tentative CMO, however, those opinions overrule common sense and creativity any day of the week. Small agencies rarely get these highly politicized engagements or risk-averse clients.

Small agencies are called for all the right reasons: to come up with ideas that capture hearts and resonate in culture. In other words, to do what agencies are meant to do. Clients need to call all agencies of all sizes to do just that, and leave the internal politics, procurement pressures and corporate checklists in the boardroom where they belong.

If you’re a client who feels anxious because your agency is showing you bolder creativity, look in the mirror and take a deep breath. They are doing their job, and it’s your job to protect them from all the crap you deal with every day.

Starting today, treat all agencies like small agencies, and let them do what they do best. If that doesn’t get you to stop sweating, nothing will.

Joe Bouch
CEO, 78Madison

Have any questions? Need some help/guidance? 78Madison can help. Learn more about us at 78madison.com. It doesn’t hurt to start a conversation. Email Joe Bouch at jbouch@78Madison.com

When you think about it, there is not much that is new in marketing. Certainly, we have a boatload of new tools in which to engage customers…to get them to take notice of our products and services. But truth be told, the fundamentals of customer engagement have remained consistent, particularly as it relates to key areas such as positioning, branding, strategy, and messaging.

Point being, if you get all your key touchpoints squarely in place, and everything is running on all cylinders, success is ultimately left up to the end user, right?

>Did they like what they bought?
>Did they like the experience that they had?
>Would they do it all over again if given the opportunity?

In most cases, our “purchases” are somewhat routine – you buy, you use, you’re happy, mad, or somewhere in between. In other words, there is nothing magic about the food you got at the drive-through, or the groceries you picked up, or the dry cleaning, or the Starbucks coffee, or the TV you bought. Today, these are routine everyday purchases. Even if the “experience” was not over the top, we tend to accept it as “not a big deal”.

But then there are the “beyond-the-ordinary” purchase decisions. The ones where you are potentially spending a lot of money and effort, and your expectations are uniquely high? During these purchasing moments, satisfaction is generally measured on two things:

>Did the “seller” deliver on the promise to the “buyer”, and
>What was the lasting impression of the experience?

Now depending on the product or service in question, delivering on the promise can be complicated as there may be a series of touchpoints and interactions over days, weeks or even months when for example a consumer embarks on a one- or two-week vacation at a luxury resort or is getting ready to build a new home or purchase a new car.

In essence, for all purchase experiences, there tend to be three key stages:

>The beginning
>The middle, and
>The end.

And the concept of “Sense of Departure”, of course, falls into the “end” stage, and perhaps represents the most grossly mishandled area of the customer journey. While businesses tend to focus intently on the beginning and middle portions of a customer’s experience, as well they should, they often ignore the power of the close. Arguably the “close” represents the greatest opportunity to capture a customer for life because it squarely touches on the second key component mentioned earlier – a lasting impression.

Think about it. At the beginning of most “big purchases”, a consumer’s excitement level tends to be at an all-time high. This means they are at the front end of their vacation, for example, where it would take a lot to dampen their spirits. If their “arrival” was less than perfect, check-in was a bit chaotic, or there wasn’t a “welcome” of some sort in their room, they can probably live with that because their whole vacation remains in front of them. In essence, the hotel/resort has a lot of room for mistakes at the beginning stages of the experience because the “buyer” is in such a great mood as they begin their vacation, drive their new car off the lot, build their new home, or buy the perfect diamond ring.

Listen, in most “experiential” scenarios, the seller puts all their efforts toward a “sense of arrival”, and an overall great experience in general. And why not! Why not confirm to the customer from the very start of their “journey” that they have made the right decision – that this is going to be everything they thought it was going to be, and more.

Then it ends…

It’s time to go home…

The mood changes…

And potentially, a bad taste, a very bad taste, is left.

What’s worse than getting up the morning of your last day of vacation? You pack all your bags. Maybe want to get one last vacation experience by having a great breakfast and maybe walking on the beach or through the woods…or canoe down the river – but that 11am checkout time looms. And what’s with the fact that you can’t check in until 3 or 4pm, but you must leave your room by 11am – where is that lost 4 to 5 hours? After all, the customer paid for it, right? You’d be shocked how many people talk about this – it bugs them, particularly at the end of their experience.

As you get ready to secure a bellman, you notice your bill sitting by the door. Ugh. Ouch. You see that you spent a whole lot more than you anticipated on meals and room service and movies for the kids.

You ring for a bellman, only to find out there are none available because everyone checks out at the same time. You then search for a cart to load your luggage on…but none of those are available either. So, you load the luggage on everyone’s shoulders and down the elevator you trudge.

Having arrived in the lobby, you do one of two things. You either proceed to checkout because you have questions regarding your bill, or you proceed to valet to get your car.

If you proceed to checkout, because you have a question about your bill, you prepare for a fight, right? I mean who doesn’t. If you proceed to valet, you wonder how long the wait will be because everyone – let’s say it together – is checking out at the same time as you dig into your pockets hoping to find the right change for a tip.

Finally, your car arrives, you get in and then you either begin your drive home, or you drive to the airport, where a whole new set of issues begin.

I think you get the picture.

Doesn’t this cry out for a different marketing approach? One that recognizes the “departure” experience is much more important to securing a customer for life than the “arrival” experience?

How much would you be willing to pay for a customer for life?

Indeed, it might take some money to put that final wonderful touch on a family’s vacation, or home purchase, or car purchase, or diamond purchase. But is it worth it if you get a customer for life?

That is the big question.

And if the answer is yes, then you must put together a flexible departure plan that allows staff to deliver an “end” experience that customers will likely tell many of their friends and family about when they arrive home. A departure experience that makes such an impression that a customer will be completely taken by surprise in a positive way and therefore will share with others.

A few examples…

What if, on the morning of check out, the front desk makes a call to a selected room and tells the guests two things: One, because we’ve loved having you and your family at our resort so much, we’d like to treat your family to breakfast on your last day, and would also like to extend your checkout time to 2pm?

Or what if, instead of putting a nice fruit basket or chocolates or wine or whatever in a guest’s room as a welcome, you instead wait for departure and leave an incredible gift at the end of the stay, with a handwritten thank you note, and a gift card of $25 to use upon their departure – perhaps for water, snacks, etc. for the road?

What if, as the customer gets ready to drive off in their new car, you hand the buyer a $200 gift card for a meal to an upscale restaurant, as a thank you for their purchase? A totally unexpected gift!

What if, as a customer is handed the keys to their new car, the entire dealership staff applauds the purchaser, who is then handed a dozen roses as a thank you.

What if, as a customer is leaving the upscale restaurant, the maître d’ stops and hands them a doggie bag of some special deserts or dish from the restaurant – perhaps it is a new dish you want the customer to try – and tells them thank you for visiting and we’d love for you to enjoy this at home on us.

For each category, the menu of departure tactics can be endless. But it’s not just about the “gesture”; but also the strategy…the culture. The customer must feel the gesture or gift is genuine. It cannot under any circumstances come across as an obligation, a sale. It must be heartfelt.

That, in a nutshell, is what we are coining as SENSE OF DEPARTURE.

78Madison has been traveling the country and the reception to the concept has been outstanding. Whether it is travel and hospitality, real estate, dining, or retail in general, we have developed a one-day workshop and seminar that is teaching businesses how to become more adept at developing customers for life. And it is important to know that capturing a customer for life does not just apply to large companies, because it is a cultural nuance, not a size nuance.

Keep in mind that 78Madison’s program does not just entail coming in and giving a business a list of stuff to do – tactics. Rather, the program consists of two steps:

>Long before the “workshop”, we will come in and monitor and assess how “departure” is currently working (or not).

>Then we develop a workshop protocol that will teach each business how to craft unique “departure” opportunities that will work specifically for their organization.

A Sense of Departure. Let us know what you think.

Joe Bouch, CEO
78Madison

As we talked about family, sports, our age, and everything in-between, we also attempted to list how we thought the advertising agency business had changed since we began our careers…

• Technology and Digital Revolution:
  Both of us felt the most profound change since the 70’s has been the advent of digital technology. The rise of the internet and subsequent developments in social media, search engines, mobile devices, and online analytics have revolutionized the advertising industry in astounding ways. Today, agencies primary focus on digital marketing, social media campaigns, and data-driven strategies.

• Data and Analytics:
  With the availability of vast amounts of data that we could only dream about in the 70’s, advertising agencies now use sophisticated analytics tools to gather insights into consumer behavior, preferences, and trends. This data-driven approach allows marketers to create targeted and personalized campaigns, making advertising more effective than it ever was before.

• Targeted Advertising:
  In the past, advertising campaigns were often more generalized, targeting broad demographics. Today, agencies employ precision targeting based on user data, allowing them to reach specific audiences with very personalized content.

• Social Media Marketing:
  Social media platforms have become a crucial part of advertising strategies. Agencies now create content that resonates with users on platforms like Facebook, Instagram, Twitter (or X) LinkedIn, and YouTube, leveraging influencers and viral marketing to amplify their reach.

• Content Marketing:
  Agencies have shifted from solely creating traditional advertisements to focusing on content marketing. They produce valuable, informative, and entertaining content that aligns with the interests of their target audience, establishing their clients as industry authorities and building stronger brand loyalty.

• Mobile Advertising:
  The rise of smartphones and mobile apps has created new opportunities for advertising. Agencies have adapted to this shift by developing mobile-friendly ads and optimizing websites for mobile devices.

• Video Advertising:
  Video has become a dominant format in advertising, with agencies producing various types of videos, such as explainer videos, product demos, and short social media clips, to engage users on different platforms.

• Native Advertising:
  This approach seamlessly integrates ads with the content consumers are already engaging with. Native ads are designed to match the look and feel of the platform, providing a less intrusive advertising experience.

• Real-Time Advertising:
  Programmatic advertising has revolutionized ad buying and selling, enabling real-time bidding and automation of ad placements based on user data. This ensures that ads are shown to the right audience at the right time.

• Transparency and Ethical Concerns:
  The advertising industry now faces increasing scrutiny regarding data privacy, ad targeting, and the responsible use of consumer information. Agencies are now expected to be more transparent and accountable in their practices. In our day, we just let all fly.

• Diverse and Inclusive Advertising:
  The push for diversity and inclusivity in advertising has grown significantly. Consumers now expect brands to represent a broader range of identities and communities in their campaigns.

• Emphasis on Metrics and ROI:
  Today’s agencies are under greater pressure to demonstrate the effectiveness of their campaigns. Clients expect data-backed metrics that show return on investment (ROI) and how their advertising efforts are impacting their business objectives.

That’s it!

Well, at least according to two old dudes sitting at an outdoor café in Orlando. While we are quite sure there are changes that we missed, there is no doubt that the advertising agency business has transformed from the traditional “Mad Men” era into a dynamic, technology-driven, data-informed, and consumer-focused industry. Agencies now have more tools at their disposal to create targeted, impactful, and measurable advertising campaigns for their clients.

It will be interesting to see where we are in another 10 to 20 years.

Joe Bouch
CEO, 78Madison