Agile isn’t just for Tech Companies
Consumer interests change like the wind. Adopt the Agile workflow in your marketing strategy to tackle unexpected hurdles swiftly and without disruption.
Don Draper of Mad Men would’ve hated Agile marketing. Traditional marketing tactics rely on intuition and anecdotal evidence, like when Don Draper pushed for Heineken to consider upscale suburban housewives as a target audience, who’d ostensibly respond well to the green bottles of Heineken.
As well, the Mad Men marketing pipeline was sequential and rigid, leaving little room to pivot strategies to accommodate unexpected changes. Here’s how Mad Men marketers could’ve upped their game:
Agile isn’t just for software development
Widely adopted in tech circles, Agile is a flexible framework that can handle all the unexpected changes and turnover in trends faced by advertisers. This framework relies on an iterative creative process and user testing to identify and correct flaws in a product.
How Agile gives your ad agency an edge:
Responding to current events in real-time with iterative testing and flexible timelines.
Creating intentional content that targets audiences with specific ad creative, revising, and testing again to reduce pinch points on your end goal conversion.
Focusing on user feedback, rather than intuition.
Freshen up messaging with weekly sprints
The majority of your ads have a finite shelf life. Culture changes like the weather, and with it, consumer interests and ad efficacy. Refresh your creative arsenal by running weekly sprints to explore new ideas for ad campaigns, test their performance, and optimizing the highest performing content.
Our CPG client saw a 104% increase in ROAS
Even amidst the economic storm set in motion by COVID-19, Acquire has been able to acclimate to new client needs quickly and without disruption by leveraging agile campaigns. We’ve pivoted our interest audiences toward sanitary products and altered our messaging in ads.
Our grocery delivery client had a 114% increase in ROAS
Ride the wave of incoming trends
Keep up with the times and be on alert for upticks in consumer behaviour that have the potential to snowball into a trend. Once you’ve identified a budding trend, ride the wave of its popularity to distribute your product.
Aviation Gin swiftly capitalized on the recent Peloton ad which sparked online outrage. Within two weeks, Aviation Gin released an ad spoofing the viral Peloton commercial, featuring the newly coined Peloton Woman, actress Monica Ruiz herself.
Sitting at over 6.4 million views on Youtube, the spoof video has garnered a tremendous spike in online interest for the premium liquor company. The ability to quickly mobilize digital campaigns is working in the company’s favour, which has been responsible for at least 30% of the gin category’s growth in the US for the past year.
Recession-proof your marketing company
Ideas without testing are just hunches, and strategies without flexibility are vulnerable. Upgrading your marketing playbook with Agile is what your company needs to be responsive, resilient, and recession-proof. Happy testing.
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