62 Part 3 Business Marketing Programming Response Reality versus Clive: Worldvie
ID: 391492 • Letter: 6
Question
62 Part 3 Business Marketing Programming Response Reality versus Clive: Worldviews Collide At last month's meeting of the Three Rivers Ad Club a "shouting match" erupted be tween two executives at rival advertising agencies. Tad Snell, data-savvy exec from the new Response Reality agency got an earful from Gene Meeker from the Clive Agency: You preyed on those cats at Willkommen (a regional hotel management firm and sub- sidiary in a diversified company headquartered in Munich). You know their current pressures from corporate for bottom-line improvements, so you pitched them a mecha- nistic program for cross-selling. You grabbed our account so your formula-driven copy- writers could go at it again-squeezing more dollars from current customers Case 12.2 That's almost true, Gene, but we didn't have to do much persuading. Willkommen came looking for marketing ROI! They had had enough of your endless image building and the giant ego of your art director." "But were you up front with them, Snell? Did you come clean and say you didn't know the difference between a brand promise and a Band-Aid?" I told them they had to stop the bleeding-retain customers -before they spend Blah, blah blah. What's going on here?Explanation / Answer
BASICALLY THE SITUATION IS VERY SIMPLE AS BOTH SNELL AND GENE ARE FIGHTING ABOUT THE WILLKOMMEN HOTEL MANAGEMEnT FIRM
AS BOTH OF THEM HAD PROVIDED THE FIRM ON SUGGESTIONS ON WHAT THEY SHOULD DO AND BOTH THE POINTS ARE CONTRADICTING
GENE SAID THAT THEY SHOULD GO FOR IMAGE BUILDING FOR THE COMPANY AND SNELL SAID THAT THEY SHOULD OPT FOR CROSS SELLING IE SELLING A DIFFERENT PRODUCT TO THE SAME CUSTOMER
THEY ALSO MENTIONED THAT ONE OF THEM DIDNT HAVE ENOUGH KNOWLEDGE FOR THE OPERATION WHILE THE OTHER SAID THAT HE WAS LEADING THEM ON A QUEST ETC
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