marketshift

My top ten observations, learnings & Ideas from ‘Cannes in Cairns’.

Sun, 04 Jun 2023 00:43:51 GMT

Last week, our team got the pleasure of attending B&T's 'Cannes in Cairns'. These were our top ten observations, learnings & ideas from the conference.

Observations from the event:

1) The Misfits and B&T now own the best Australian marketing/ advertising / media industry event of the year.

In their 2 ^nd year, attendees grew from 500 to 1200 and we believe it will get even better next year. Cairns is an amazing location and the fact everyone is away from their hometown just gives the event such an amazing buzz. The venues, agenda, parties and sponsor involvement were brilliantly executed. As a networking opportunity it proved to be a premium experience. Will we back? Absolutely.

2) However, the actual content was a little underwhelming.

It was a consensus amongst a lot of delegates that were present who we spoke to. It was a sensational event, but the content didn’t leave many inspired. The most talked about sessions were predictably Stan Grant and Mark Ritson’s sessions – but there were too many sessions that were built on panels where participants just spoke about the obvious things. If you are going to mimic ‘Cannes’ – make sure the content sessions break new ground and leave the audiences inspired & educated. Maybe next year, rather than guaranteeing a sponsor a spot in the agenda – guarantee them a private event or lunch to invite their key clients for a sell & keep the content as a TEDx style program where you must pitch your content idea to a panel to make the final agenda.

3) The Creative industry felt underrepresented.

You could tell by the lack of creative speakers and participants that one very important part of our industry hasn’t bought into this event yet & with their future involvement this event will be so much better.

4) The tale of two parties.

The opening night Pinterest put on an amazing party for all delegates, the venue and theme was superb. However, the closing party on the last night was a disaster, the venue couldn’t house all the patrons leaving people frustrated outside lining up in the rain. This event only catered for food and drink for the first 90 mins. It did however give keen Rugby League participants a reason to leave and watch Origin elsewhere.

Learnings:

5) The funnel is evolving into a customer loop -

depending on your advertiser and their category – a customer is either ‘in market’ for your product or not. This new way of thinking helps marketers understand that it shouldn’t be considered whether you need to be doing Brand advertising or performance rather you should always be doing both. This was well explained by Mel Hopkins from Network 7 in reference to her previous role at Optus.

6) Samsung Ads have big plans to be much more than CTV.

During their session Samsung’s team led by their global head of marketing talked through their CTV offering and impressive data/ measurement products – but then made some interesting announcements that they are planning to launch their gaming hub as well as launch a DOOH solution in Australia.

7) AI is real and predicted to come quickly

Sir Martin Sorrel explained that AI is both an opportunity and threat to the industry. The industry will always need people for creativity, strategy, and ideas but AI will replace the mundane tasks making the industry more profitable. He pointed out that there were about 400,000 media planner/ buyers employed by holding groups that will look very differently in the next few years. What this means for publishers and their sales teams will also be interesting to view.

8) 'Pitch theatre’ is now dead.

Greg Sparrow Graham led a panel with pitch experts explaining that there was no longer a need to theme your pitch or put on a bit of theatre. Clients these days are just wanting agencies to keep it simple and to the point. Don’t waste time recapping a brief or analyse the target audience. The bets pitches these days spend the first 15 minutes presenting the big idea and the rest of the pitch to workshop how they can best work together to create outcomes.

Ideas for the future:

9) Tie the B&T awards into this event.

Just like the Cannes – how great would it be to have awards on the final night to celebrate the years best campaigns, businesses & individuals.

10) Evolve the name of the event

We all get the fact B&T is creating an Australian version of the global ‘Cannes’ event – Cannes in Cairns – so maybe it’s time to be brave and rename this event simply ‘Cairn’.

If you also went to the events and had some observations, learnings and ideas from this event - please share by commenting below:

Our tips and tactics to generate win/win media sales negotiations!

Mon, 24 Apr 2023 04:09:03 GMT

When working in media sales – the most important skill that no one trains you on is that of negotiation.

Here are nine proven tactics to become a confident & successful media sales negotiator.

With my 20+ years’ experience working in the media industry,

I have been lucky enough to spend the first ten years being an agency media buyer who prided himself on achieving great deals & outcomes for my clients & business. The next ten years were spent as an advisor and coach to one of the country’s largest media sales teams in achieving a sale that was going to benefit our business as much as the customer. Through this experience I have gained a lot of learnings while always testing tactics to get maximum revenue at the best possible profit/ margin.

Below are nine tips/ tactics for a sales team member working at a media publisher while negotiating with the agency or advertiser:

1) Prepare.

Don’t rush into a negotiation fresh, do your due diligence to understand everything about the opportunity. You should have analysed the customer’s needs, the competitive set & your own business needs before starting a conversation. You should have a confidence level up front on whether the customer will do business with you which will dictate your tactics.

2) Profile the key decision maker (KDM).

Who is ultimately the key customer who will make the final decision? What do they stand for & value during a negotiation? What has been their previous behaviours and tactics? What has been their feedback to previous negotiations? Buyers tend to use the same behaviours and tactics so if you know what to expect then it will put you in a better place to find a win/ win position.

3) Identify your negotiation positions.

There are four positions that you need to identify early in your negotiation strategy.

a. The walk-away – this is the position where it doesn’t make sense for your business to proceed and the position where you have to say ‘No’.
b. The Likely - this is the deal that you have identified up front where you believe the negotiation will conclude at a win/win for customer and your business.
c. The Ideal – this is the position which would be ideal for your business as the revenue has been won at a strong margin.
d. The Starting – this is the position where you are tactically choosing to start a negotiation – it is normally determined by the kind of customer you are dealing with – e.g. If your KDM likes to go through multiple rounds of negotiations, you want to give yourself some breathing space – whereas if your KDM has a history of making quick decisions then you should start closer to your ideal position.

4) Benchmark your negotiation.

In a lot of cases when negotiating with an agency; they represent multiple clients that do business with your company. They are therefore in the practise of benchmarking their current negotiation with other clients in their portfolio. It is therefore seen as best practise to make sure you are doing the same. You should be comparing revenue, share and discount positions with all clients within the same agency patch. The last thing you want to do is offer a deal that would contradict your biggest piece of business. It is often a good tactic to refer to these other clients to demonstrate that they are getting good value.

5) Don’t make it personal.

Negotiations can get tense and sometimes even heated but you are best to keep your communications professional and focussed on the business outcomes. Making a deal personal never turns out well for you or your relationship with that client. Our industry is a social friendly industry where relationships play a key role in your success. Keep your communications, short, direct & fact based. Never use the word ‘I’ in a negotiation – always refer to yourself as ‘we’…

6) Ask questions throughout.....

It’s your role during the negotiation to create a confidence rating throughout – e.g. What parts of our proposal is the client most excited about? How will you and the client be measuring the success of this campaign? Can I start to draft up the agreement and post sales documents for you? - All these kinds of questions will give you a good understanding throughout the negotiation on whether it is likely the deal will be done or whether there is a risk the revenue could go to your competition. This confidence level will dictate your negotiation tactics and moves.

7) Don’t be scared to say ‘No’.

There are buyside negotiators out there who simply have tactics to keep asking for more and more until you say ‘No’ – just to have the knowledge they know they are at the best possible position. One of the firmest and strongest tactics to remain in control in a negotiation is to simply say No. Often media sales negotiators are too scared to use this tactic as they don’t want to lose the revenue – but in many cases taking a deal at a lower margin then another client willing to pay higher just doesn’t make business sense especially if the signs are obvious that the customer wants your products. Create urgency, that another client desperate for these assets is happy to pay more. e.g. We want you as an advertising partner but accepting it at this position isn’t a smart business decision for us, however our previous offer is the best we can do and it’s still on the table for next 24 hours.

8) Aim for a win/win.

Often the buyer will be negotiating for a specific need that has been identified by themselves – if this is the case make sure you ask for something in return – e.g. we are happy to agree to this position as long as you agree we can create a case study about this campaign that we can use publicly post campaign results . - It’s important you have a list of things your business value so when you are negotiating to a conclusion – it’s perceived as a win/win.

9) Always close the deal quickly.

Often when you are being told the great news, your competitor is being told they have missed out – in a lot of instances they will ask for the opportunity to re pitch – make sure all your paperwork is ready to make the deal official so this can’t occur.

Market SHIFT Consultants have created a training programme for publishers to understand the fundamentals of media sales.

How to negotiate is one of our identified modules!

The training is targeted towards the Account Manager/ Sales Exec or Snr Sales Co-Ordinator and is about introducing seven fundamentals to ensure they are at their best from that day on!

To find out more about the training programme and how it can be created bespoke to your business – please reach out to our team!

If you have other great tactics you think are important when negotiating a deal -please comment below - so we can all learn from one another!

Best Regards, Bruce.

IAB/ OMA conference - “Powering Digital Out of Home” – My notes, observations & learnings

Fri, 31 Mar 2023 18:15:34 GMT

This was the first conference globally where the IAB had teamed up with an Out of home industry body – the OMA – to create a conference about ‘powering DOOH’…

The day was split into a morning – discussing the How and was more focussed on the technology and data that enables it – and afternoon was focussed on discussing the Why with a focus on the suppliers and buyers with multiple case studies.

Session 1 – Evolving PDOOH standards for Omnichannel buying.

Jonas Jaanimagi or JJ (IAB – Tech Lead Australia) & Hillary Slattery (IAB - Programmatic product – USA).

Session focussed on a standard implementation of how the Open RTB bid request works for DOOH. Discussions were focussed on differences of trading online (digital display) and outdoor (DOOH display). Discussed the OpenRTB extensions and conventions required to bring DOOH to the OpenRTB marketplace in a standardised way.

Also discussed sustainability and introduced the IAB’s ‘green initiative’…

First step recommended to OOH suppliers was to prioritise green hardware and green energy moving forward.

My Observations – important info but probably not the best way to kick off a conference.

Session 2 – Measuring a play – OOH standards & the Impression Multiplier

Grant Guesdon – OMA – (Head of MOVE Measurement)

MOVE since 2010 has an attention measure built into its measurement model – adjusting OTS to LTS (Likelihood to See) – therefore LTS data underpins a more accurate & simpler impression multiplier methodology (no need to have a dwell calculation).

The standardised Impression multiplier using current MOVE data:

MOVE LTS Impressions (distributed hourly) / Site Hourly Plays + Hourly Site Impression Multiplier.

The OMA have been creating standardised Impression Multipliers for OMA members who have Retail, Roadside & Station assets.

The OMA have had a delay as they have been putting a fee to the SSP’s to get access to this – circa $5k per annum.

MOVE data now offers the ‘Neuro Impact Factor’ which is a ranking closer aligned by site to attention metrics.

MOVE 2.0 – scheduled to be released in 2024 H1 – will have increased granularity for all OOH formats, Nationwide and have hourly data for 365 days a year with seasonality, monthly variation & holidays (public/ school).

My observations – completely agree having a standardised approach to measurement and the IM is the right approach and great to see the industry building a robust measurement source to fuel both ways of buying OOH – however – there was nervousness & confusion about the seasonal database being applied by the OMA to understand mobility (no doubt with the predicted changes on privacy & consent) – when probed about this by a question from the audience – the reply was that it is a model and they are using their 5,000 sample to fuel this – so the idea of measurement being ‘real’ is still a long way from reality & I’m concerned the rest of the world might make that the priority. In saying this we are going to be in a much better place than we are today & the most important thing is all supply is using the same methodology which will increase buyer confidence.

Session 3 - Data, Metrics & Measurement

Panel - 2 Programmatic buyers – Belinda Cooper MIQ & Matt Proud TTD & 2 x Supply side Data Leaders – Tara Coverdale oOh! media & Christina Smart JCD.

This session had some very strong themes – the suppliers talked up the importance of having a standardised approach to measurement & the importance 1 ^st party data will play in their future. The suppliers were excited by the idea of data and PDOOH buying helping them show the advertiser that OOH can play a role in bottom of the funnel objectives.

The buyers spoke about the importance atm of mobile data, postcode data and the ability for them to be able to measure in an omnichannel viewpoint. ‘We don’t plan in silos’ was a statement from buyside that was consistent all day.

There was also good chat around attention – and the importance for creative to understand the dwell of the location bought.

Verification was strangely poorly represented by the supply side representatives on the panel – the buyside guys were saying it was a nice to have but always up to the client to include.

My observations – The themes of this panel represented the needs of both sides – the supply side is focussed on adjusting to a new standardised trading metric that informed by audience data (impressions) whereas the buyside is focussed on how DOOH can be compared to other omnichannel digital options. Verification was a concern as there was a comment made from JCD it was an operations agenda – but the OOH world is moving to an audience post analysis model to represent campaign effectiveness and if the audience score is worked out by the SOT% achieved then the audience achieved will be dictated by the verification result.

Session 4 - Data & Privacy in PDOOH

Sarah Waladan – IAB – Director of Policy & Regularity Affairs

Dan Richardson – Head of Data – APAC – Yahoo.

Focus was on the Governments latest report into Data and Privacy regulations – there appeared to be a truck load of nervousness about what this means for not just PDOOH but programmatic trading in general.

The observations were around nervousness that the document showed a lack of the governments understanding around the data and how it is used to power digital media buying.

There was a lot of chat about targeting and data usage around this – there was a belief that key stakeholders believe current practise involves businesses being able to we track and follow individuals but how targeting and data works is that individuals are represented in ‘audience groups’ & they are all served the same message.

Dan spoke about the concern should these regulations be approved for DOOH was that there might not be a future way for real world locations to be compared to other digital media with a omnichannel view. He also mentioned that current ‘quality’ audience planning segments that you happily pay more for because they are more powerful in using to achieve client objectives could all be thrown out as the regulations could prevent data being used to build them.

Should the new laws get passed ‘Consent’ will be a huge factor to location or mobility datasets to be passed – however with apple releasing data that 9 out of 10 consumers have been opting out – there was a lot of nervousness in the room with what this will mean.

The lovely Rhiannon Brown asked the question about how similar the regulations were to Europe’s GDPR. The answer was that there were similarities but a few differences. It appears to be a mix of global.

The IAB however are leading the charge with trying to make sure that basic data processes not to be affected. They will represent the industry to get the best possible result for the digital media community. Sarah did make a good point that Australia has a vision to be a leading digital country by 2030 so that can only be achieved with strong data to fuel that vision. However, it won’t be like it is today because the result will be primed around a data safe future.

My observations – if you aren’t across this – you should be – probably the most eye-opening session of the day - the way you can use data could be very different in one year’s time and when its law; It’s law! The IAB has such an important role to play for the industry and we should be getting behind them.

Session 5 – OOH, DOOH & PDOOH

Michael from Match & Wood.

Basically a 101 about his learnings to date + his company’s vision around automation with six client case studies about PDOOH buying to different objectives e.g., weather trigger; time targeting etc

His learnings were around PDOOH suitability – its not right for every plan; consider its role & requirement – Blended is best – its best used as part of an overall strategy – Cost vs Benefit – There are cost premiums attached to channel benefits.

My observations – Michael was confident and had a great grasp of the different ways you can now plan and buy OOH with some real-world case studies. He was a nice illustration of a buyer who is using the advantages of PDOOH & applying for the benefits of his customers.

Session 6 – Journey to 10% - International Keynote.

Ben Milne – Global Head of OOH – Dentsu

Ben spoke about his excitement for the OOH industry during this period. The demise of cookies will lead to a future back to context which will be to OOH ‘s advantage.

Ben presented some interesting global stats that showed that Germany and the Netherlands were over indexing in PDOOH. USA and China were strong due to having the largest DOOH infrastructure.

Globally there are three ways to trade – Direct, Automation & Programmatic.

In Australia it looks to be Direct 97%, Automation 0% (non-existence) & PDOOH 3%.... Automation is being led out of the UK but will play a crucial role moving forward.

Ben had 6 key learnings to date:

1) Keep it simple, cut the jargon & acknowledge the limitations.

2) Buyers need to pick up the baton.

3) Find a seat at the table.

4) Consistency is key to growth.

5) Define & measure success.

6) Remember it is still OOH.

Three questions that key him up at night…...?

a) Are all impressions equal?

b) What is the environmental impact?

c) What’s next?

My observations – Ben delivered some of the most insightful learnings of the day….be careful with placing OOH at bottom of the funnel because they just don’t compare vs other digital media options – however mid funnel (driving consideration measured by foot traffic, website traffic, search etc) is the clear opportunity for OOH to shine and win share from digital channels. He also touched on how harder it was for OOH vs digital media to convert to Programmatic trading – digital made the change when CPM remained the currency – whereas OOH is transitioning from a trading model based on site costs to CPMs which has complications and takes longer for companies to adjust. The idea that all impressions are the same could be dangerous for pricing. He also made an observation that markets with more vendors were adjusting quicker but consolidated markets could be slower due to large suppliers that control the supply having a slow hesitant entrance.

Session 7 – JCD, Starcom & Yahoo presented a Tourism Tasmania case study.

Session 8 – Panel - World of PDOOH

Chaired by Charles Parry Okedan (CPO) – Brad Palmer – JCD; Laura Wall – QMS; Emma Hegg – oOh; Sabarish Chirakkol – VMO.

This was a very interesting panel – CPO was very bullish in his belief that PDOOH success was determined by the suppliers ability to make their inventory available for PDOOH transactions.

He led of by using his European business (Executive Channel) as a case study – stating that his European markets are trading at high double digit (20 to 50%) PDOOH share in countries like UK, France and Germany therefore should be seen as best practise. His belief of their success was driven by their integration with 5 SSPs and connected to +35 DSP’s. The more buyers who have access the more successful you will be.

He made the statement that Australian PDOOH share of 3% in his mind was absolutely under delivering and therefore probed questions to the suppliers to find out why.

He then asked the four Australian suppliers of their current supply, success etc … the learnings were clearly that the local suppliers who were making more of their supply available the more successful in PDOOH revenue results that they were….

VMO was clearly the company getting the most traction & over indexing in PDOOH revenue due to their 100% agnostic strategy & approach however JCD seemed to be very bullish about the next 3 to 5 years.

My observations - This also backs Ehrenberg Bass’s laws on Physical availability – the more places you can be bought the more successful you will be. This session was expertly facilitated by CPO. The learnings were not obvious, but his probing questions provided the clear proof around his own experience overseas that unless you are 100% in – you will under index vs the competition in PDOOH share. What was not touched on was the role automation could play for suppliers with little to no mention of this option by the suppliers on the panel.

Session 9 – Panel - Planning Programmatic OOH

Anthony Sciacca – Essence Mediacom; Sally Lawrence - Enigma; John Lynch – Omnicom

There were no clear categories of clients driving PDOOH – it always comes down to the clients campaign objectives and the agencies strategies that dictates if OOH and PDOOH has a role.

This therefore means that the sell has to be to everyone in agencies as the channel decisions are done by the client teams before the implementation is done by the programmatic or trading teams depending on the agency structure.

PDOOH is seen as favourable by the buy side cause they actually have the control of how their OOH is implemented – in a traditional world the supplier has control on what the solution will be.

Session 10 – Chumba and McDonalds PDOOH case studies

Session 11 – Analytic Partners – Jo Ann Foo

AP have a MMM global database which they can cut different ways to obtain trends and real world learnings.

The AP team shared learnings that OOH is a synergy driver and heavy lifter – DOOH has lost its effectiveness the more sites are digitised. Early signs are that while there is a price premium with PDOOH campaigns that they are bring more effective by 50% driving a ROI over traditional OOH campaigns. However, it’s a small sample and there were some client results that showed PDOOH campaigns did not work for certain clients.

The learnings shared was to test and learn using small budgets; make sure the message is right for the OOH location used; targeting options like weather triggers, time of day appear to work & match your creative to your test.

My observations – I am very familiar with this database and believe the learnings are strong overall about OOH but the PDOOH learnings presented seemed to be more individual de identified client case studies, so I’d take them with a grain of salt .

My Reflections on the Day –

Probably the biggest watch outs for the day were what these new government data and privacy regulations and what that means for powering PDOOH in the future.

The day was fuelled with case studies and Ben Milne mentioned he believed some of our case studies are world leading.

The suppliers were united on the importance of standardisation and having one source of measurement to power trading in a standardised way.

The day was themed ‘powering DOOH’ …. but really it was about PDOOH and how you can grow the 3%. There buyers were mainly represented by DSP’s and Trading desks.

Ben Milne outlined there is a third way of transacting not being utilised by the Australian market – which is automation. This is how technology and data can power traditional bought revenue and this is being successfully implemented in countries in Asia and India. Automation can power and create smarter and faster traditional OOH campaigns (DOOH and Classic) with one buy and supply software experience where you can plan, buy, mange, track and get audience post on one platform experience. It is also a financially better way to transact for both buyer and sellers with only one software fee involved.

The key message from some leaders at the end of the day was let’s get PDOOH to 25% in 3 years’ time – I believe the future will more look like 15% PDOOH – 60% Automated – 25% direct with where global OOH software is going!

Our Partner Moving Walls is the leader in Automation globally and has now launched their OOH Software that connects traditional OOH buyers with suppliers in the Australian market. It is the only platform that gives the buyer two options to transact – Automation via Traditional Direct and PDOOH.

Their software also offers the suppliers multiple ways to connect and digitise their transactions – with PDOOH buyers, Traditional direct automated buyers and direct small business clients via the creation of a web-based self-service platform.

If you’d like to find out more about this software and how it can enhance your OOH buying and selling – then please get in touch.

Best, Bruce.

PS a Huge thanks to Charmaine (pictured) who finishes up at the OMA today – yesterday I was going to give her the best dressed award at the conference but unfortunately I had to make it a tie and share the award with Benny Baker from Vistar Media.

Have you got a quality onboarding programme in place for your new employees in 2023?

Sun, 05 Feb 2023 23:25:08 GMT

The media industry is known for its churn and turnover. There are many factors on why employees exit a business that you cannot control but one you can is making sure their first impression is favourable and memorable. Having a quality and established onboarding programme is proven to lead to higher retention rates, more loyal employees, and a strong ROI..

Below are some tips and rationale for why you should spend the time to create (or upgrade) a quality onboarding programme for your new starters in 2023.

“Great employee onboarding can improve employee retention by 82%”

A famous global research stat by Brandon Hall Group.

“New employees with a good onboarding experience are 18x more committed to their employer”.

Another stat from the US's Bamboo HR.

On the flip side - Gallop have research that states only

“12% of employees surveyed globally agree that their business has a good onboarding process”.

With these kinds of global stats - It is worth the time & money to make sure your business and current employees have a programme in place to make sure your new starters feel at home from day one.

A great way to build or upgrade an onboarding program is to assign a working group with your happiest and most loyal staff members – ask them to brainstorm initiatives and tactics based on ideas that will build advocacy and loyalty. You can also have a company goal – to deliver a market leading onboarding programme for new starters and make it a key KPI with all leaders in your business.

When asked to give advice, below are some of our tactics & ideas for media publishers and their B2B teams on how to create a market leading onboarding programme.

a) Before Day 1!

When a new employee has signed a contract, get a senior leader in the business to call or send them a video telling them how excited the whole team is on the news they will be joining the team. This tactic can be very powerful especially if the senior leader wasn’t involved in the interview process.
Before they start – their line manager should find time to meet them for a social face to face meeting. Ask them what the important initiatives the business can be doing to support and keep them once they have started. Get to also try and know them on a personal manner to start building a relationship based on trust and care.

b) When they start

Make sure their day/week one is smooth. Have all their technology tested and ready to go as well as build a great welcome pack. Build them a go to onboarding bible that outlines your best practise processes and a step-by-step guide on how to use important tools.
Assign them an office buddy whose responsibilities are to give them a location tour of the office + also the best places to lunch/coffee etc – ideally someone who is doing a similar role to them who they can go to if they have immediate questions.
Set some KPI’s together for their probation period – these should be very achievable – simple core goals that will be their backbone of them achieving their job spec. Schedule regular check in’s during their first months of employment. Constantly ask them to share feedback of how they are going.

c) During Probation period

Set up their first four weeks of meetings – start with internal stakeholders and then accompany them to external meetings with their most influential customers.
Invest in a training onboarding programme that occurs every quarter for new starters – this programme should be for all new starters and ensure they do it within their first 3 months – within the probation period. This programme should identify what your team sees as best practise processes and use of your key tools & be full of real-world scenarios for them to workshop as teams.
Check in mid-way through their first 3 months’ probation and encourage them to identify the parts of their scope that they are confident and not so confident – Offer to organise additional training for the parts they identify as not as strong.

d) End of Probation

Make sure you have a process in place to measure your onboarding programme - Four questions you should ask new starters at the end of their onboarding experience and benchmark yourself against your peers.

Out of 1 to 10 – How confident are you in being able to fulfil your new role at our company?
Out of 1 to 10 – How much would you recommend our company to a friend or x colleague?
What would you change or add to our onboarding experience?
Is there any additional training or help you feel you need to address any concerns?

We also recommend you have a little team celebration with new starters when they complete their probation period. This could be a team lunch or social drinks after work. A lot of business have celebrations when people leave a company, whereas I believe the emphasis on investment should be more about celebrating when they are officially starting.

The investment to create a market leading onboarding programme won’t necessarily drive short term returns, but in the long run they will be influential in your company culture and staff happiness which will have long term benefits to your success.

If you are looking for a way to be better then your competitors and attract the best talent then we highly recommend having a quality programme in place.

Market SHIFT Consultants can help your business create quality onboarding programmes and we have media sales training programmes that we can recreate bespoke to your companies processes and tools. If you are interested in getting some help in 2023 – please get in contact!

Should media publishers be positioning their products in line with the Attention Economy?

Mon, 17 Oct 2022 05:42:01 GMT

There is currently lot of market debate about the Attention Economy & how it’s planning principles can help drive better advertising campaign results for agencies and marketers.

What interests me is should media publishers be using this new trend to position its products for greater conversions & higher rates?

Let’s first understand what the Attention Economy is by quoting a report built by Dentsu which can be found here:

Attention economy definition:

'4,000+ advertising messages hit us daily. Across multiple platforms, devices, and channels. It’s a battleground for attention – and yet we continue to trade on impressions...We know the cost, the reach but do we know the real value of ads? Have they even been seen? What was their impact?

As we approach the turn of the decade, digital advertising has surpassed TV worldwide and online video is the fastest growing ad format. But as on-demand viewing rapidly becomes the norm, audience attention is no longer a given - it’s something to be earned as audiences switch-off, skip, switch-over and fragment’.

Karen Nelson-Field from Amplified Intelligence published a book in 2020 – The Attention Economy and How Media works which set out to:

Guide decision-making for marketers in the noisy, data-rich, fast-paced world of advertising
Highlights the elements of an effective advertising campaign for long-term brand growth in any digital media
Talks about buying the best advertising impression, creating the best impression and who you should impress
Offers an evidence-based deep dive into how attention works for advertising, and its relationship with sales

Recently – she was interviewed by Mi3’s – Paul McIntyre at an AANA event:

In this 5-minute interview she makes some important points about Attention.

It's not Reach vs Attention. Reach needs Attention as much as Attention needs Reach. It's about having both.
Her work is about measuring and understanding 'human behaviour' and how they engage with different media channels - the gap is that current reach metrics (impressions) are calculated differently depending on the platform or format.
Creative will always be important however a campaign will always perform better on media channels that deliver engaging consumer attention. Poor creative can still perform well on media channels that deliver an engaging user experience. Awesome creative can perform badly on media channels that don’t hold attention with its consumers.

The most appealing part of her research is if you can advertise on media channels and platforms that hold consumer’s attention this will lead to strong returns on your advertising outcomes.

Her company Amplified Intelligence is currently working with many media publishers and media agencies all around the world to create measures to understand attention metrics for different media channels and products. The result of this research is due to be shared with advertisers and agencies soon.

Some media publishers are already aligning themselves to Attention:

the most notable being Val Morgan in Australia which makes perfect sense for cinema advertising.

Here are my tips for media publishers for getting ready for Attention:

Gather knowledge – these metrics will provide new information. Understand what ranks well vs not well and how your products fit into this new metric. If you score well regarding attention, align yourselves to it and then don’t be scared to charge for it.

Have the proof - don't position yourself as strong in creating Attention unless you have the proof points that you are.

Invest to make your products more consumer engaging – this might be better quality content that makes your channels stickier. Show advertisers that you have a plan in place to make sure their impressions are considered quality. if you invest to create utility for the end consumer there is more chance they will give you their attention.

Stand for something – If you are worried about what Attention insights might indicate about your products make sure you still stand for a proven ingredient that drives results. There are many other organisations that have theories about what creates great advertising campaigns, its about aligning with what your products are best at doing for a brands media campaign.

Be client first – understand your brief and the campaign’s objectives – Attention will not be the only point of evaluation. It’s very unlikely you will be the only channel being briefed so make sure you position yourself as working in synergy with all their other channels to create one great market mix.

Engage with creatives – have an opinion on what’s the best ways to creatively use your products based on research that understand human behaviour and take the time to educate this side of the industry. Inspire by sharing the creative campaigns that best utilise your products and have also been proven to drive a ROI. You might not see short term rewards for this effort but in the long term if quality creative is being supplied for your advertising products then it's likely that it will have a long term positive impact.

My notes, observations & learnings from the Adtech Sydney Conference on 17th August.

Wed, 07 Sep 2022 02:26:12 GMT

The event was moderated by Joe Copley (Seedooh) who gave his take on the role and importance of AdTech to OOH’s future.

Key Note - MIQ – Jason Scott & Belinda Cooper – Big Picture Programmatic (Featuring DOOH).

Cookies are (almost) dead – Can DOOH take the biscuit.

MiQ is an independent omnichannel DSP who have stitched together a mixture of programmatic tech so that they can transact across multimedia using consistent data sets to make smarter decisions.

90% of the way they plan, and buy is getting ready for a cookieless future – within 12 months they will be at 100%.

Trends over time have showed more media spend is going to Digital media – and when you look at digital media spend more share is being spent programmatically.

Data also shows that in Australia that there is an appetite for increasing DOOH spend vs classic formats – this is a lot healthier in Australia then other global markets (probably due to the infrastructure).

Key message for the OOH sector is keep innovating your AdTech and it will benefit you in the long run.

Without cookies – things start to break – like audience targeting and retargeting, insights and optimization, frequency capping, measurement, and attribution.

MiQ’s 3 ways to overcome cookies….

What’s in it for DOOH companies?

Opportunity to increase price through CPM model.

Opportunity to become a part of the screen strategy.

What are customers saying…

Measurement and attribution are going in the right direction for DOOH – keep investing in MOVE 2.0 as a common currency + other datasets that prove attribution & effectiveness etc.

Omnichannel exposure – OOH is showing positive results so far in terms of how it’s contribution to the omnichannel approach and total campaign results.

Creative service is currently an issue (e.g., too many creative sizes and time consuming to ad serve tricky campaigns etc.) – something the industry should learn from via what online media did & the IAB facilitated.

Panel 1) Max Eburne JCD; Emma Hegg oOh; Grant Guesdon (OMA & MOVE) & Luke Hutchinson (Hearts & Science & OFC...

From Battleground to solid ground. How, why and when?

Previous years lack of OOH alignment between buyside, sell side and tech companies – therefore AdTech couldn’t amplify the medium as they couldn’t agree on getting the foundations set.

After a rocky start the OFC and OMA realised they were working to mutual goals etc. Therefore, projects like standardisation, MOVE 2.0 and the Impression multiplier started to take shape .

Standardisation includes:

Improvements have been:

Common naming & geographies.
MOVE 1.5 – Creating Share of Time as the currency so the DOOH measurement could move forward.
Creating an industry IO form for all suppliers.
Introduction of a Neuro Impact factor – that helps the buy side understand that not all impressions in OOH are the same.

Additions incoming are:

Agreed standardisation of the impression multiplier using MOVE data + a solution to automate the IO process.
What the OMA is planning a future around includes:
Standardisation Roadmap – Programmatic, Education/Training, MOVE 2.0 Development, APIs to MOVE 2.0.

Attitudes to Programmatic DOOH – The agency Lowdown

- Gai Le Roy (IAB) & Ben Allman (Co Chair DOOH – IAB):

Attitudes to DOOH – IAB – survey results

Methodology (check photo) – standard survey - 530 buy side (380 agencies, 73 brands/advertisers, 77 AdTech)

Macros learning - More buyside still considering transacting via traditional methods than PDOOH at planning stage currently.

Driven by Planning and Investment teams who are the biggest KDM’s at agencies if they choose to use PDOOH.

Drivers of using PDOOH

Data and Targeting, flexible buying options, contextual relevance, operational efficiency the stand outs on why you would use PDOOH…

Objectives for using PDOOH

Increase brand no. 1 but DR has improved the most over last 12 months.

IAB made comment that DR needs more work as the industry needs to work together to agree on what metrics are right and standardised.

Buying methods used so far

Open Exchange number 1 (55%) vs PMP number 2 (45%) & guaranteed deals no.3 (34%)

IAB made comment that PMP is quite strong due to the two biggest OOH suppliers only offering PMP transactions.

Opportunities for growth….

Offering a guaranteed way of transacting – non-guaranteed only is turning off people as they know that traditional buyers get priority to the best assets.

Promoting further understanding = education/ training.

Panel 3 – Is it still 2020/ or 2024 already? Where are we really at with PDOOH in 2022? - James Bayes GM The Tradedesk

– David Sutherland QMS, Pia Coyle Avenue C and OFC, Clare Tsubono LION

Observations from this panel:

OOH industry really needs to understand how Video got it so right – Agencies always including BVOD as part of their screen strategy now. It’s now often sold out.

OOH industry has done well to unite and make sure Verification is accessible – client’s who spend loads of money like LION need verification – it’s 100% a part of their approach to OOH now.

Current issue with PDOOH is that they only have the option to execute non-guaranteed buying only. Can understand that traditional buyers as well would prefer to buy direct and guarantee their locations because they have come from a mindset that you are buying real estate – so you are buying site quality – not audience impressions.

There is also an obvious conflict occurring between sales teams at organisations – often traditional sellers tell the client – ‘if that’s what you want just book directly with me’… this makes it confusing about what are and what aren’t the benefits of PDOOH.

However currently there is more supply as more operators get involved, there is experiments occurring around things like header bidding and dynamic creative optimisation etc which will improve the experience.

In 12 months … (clare) verification adopted by all advertisers a must & to find a better use of my postcode 1st party data, (pia) a big case study that showcases the benefits of PDOOH, (Sutho) for more agencies to have understanding how best to execute e.g. can I just book straight with the supplier or do I need to involve omnichannel DSP’s (Yahoo, TheTradedesk etc) and pay an additional fee… (James) I’d like to see more local case studies – seeing some great stuff from OS.

There was a comment that PDOOH didn’t get off to a good start 4 years ago because it was being led by the AdTech companies…. It was obvious Supply side weren’t bought into the benefits of its introduction – Video got it right because it was led by the Supply side, and they were united in when to use it and how to use it.

FIRESIDE CHAT (Creative)… Tonight Ill be moving Outdoors, How Uber Eats engages audiences with DOOH

- Neil Ackland (oOh & POLY) & Andy Morley (Uber & Uber Eats)

Learning from Uber are:

Uber have future plan to spend as much budget on OOH then they do for Linear TV.
They are sold on the power of OOH.
Cross measurement didn’t help OOH initially as the methodology didn’t single out OOH providing strong effectiveness. It was only when they excluded OOH they noticed their total campaign performance dropped off massively. There tracking methodologies weren’t picking up the synergy effect & heavy lifting that OOH does for their total market mix approach.
They are completely sold on the importance of creative to the performance of OOH – currently a lot of people are getting it wrong.
Neil refers to Analytic Parnters study (MMM averages) when creative is allocated 41% importance to an OOH campaign ROI… 59% being the site selection and ability to reach the right audience. However, that same study says creative is 65% of a TV’s ROI and 70% of a digital campaign comes down to the creative – so this basically shows currently OOH creative is below par and there is so much room for improvement.
The opportunity for OOH industry is to step up with education to the creative industry on how best to use all your formats – atm there is so much poor creative using OOH.
Get ready for the Attention economy – because it is coming.
Technology has such an important future role to improving the quality of OOH creative.
The problem with PDOOH is that it comes across as super expensive and it is super resource heavy to execute dynamic creative to different locations etc to be contextually relevant.

Bringing the Billboard to life: The latest innovation in programmatic OOH…

- James Lambert (Sightline) & Matt Bushby (Hivestack)

Learning from Sightline are:

OOH needs flexibility…
Now the infrastructure allows technology to innovate the medium.
Misperception about Quality…. Get rid of talk of remnant inventory, it’s not remnant like online media
Audience Targeting …. People not screens… people power data is a great thing for OOH channels
Attribution …. this helps us prove we are starting to solve business problems…
Dynamic creative is super important to deliver personalisation on scale.
Price is currently expensive but there are good reasons why it is that way and happy to justify to their customer – having flexibility and options to turn off campaigns is super important in their approach to trading.
Advantages for media owners - new revenue, new budgets, access to clients who don’t normally use OOH.
Clients ask how quickly you can go LIVE – the general answer is 3 to 5 days – creative approvals is the hardest however there is no reason it can’t be quicker like social media.
Encourage you to speak to more and more digital people at agencies – see if you can get 5% of their budgets because they buy out of the same platform now.

LUMO – NZ – Future Proofing the DOOH ecosystem

- Jack Plowright – GM of Programmatic & Chloe Van Diepenbrugge (Snr Agency Account Manager)

Demonstration on how they created all their AdTech partners to create their ecosystem and approach to PDOOH and data – they have preferred to do their own model rather than uniting with the NZ industry on things like audience measurement.

Reasons for that:

LIVE (data feeds so buyer is transacting the actual audience) TRANSPARENT (Using better data) & Properly connected (their platform approach)

Key learnings so far on their journey are:

Standardise to satisfy, digitise to grow.
Let API’s do they work (& automate the process)
Lift the hood (transparency)
Use AdTech to trim the fat (cut resource costs and become more profitable)
Phase out the JPEG (for better creative quality)
Test & Learn before you Earn

Six ways a publisher can utilise data and increase their sales

Mon, 15 Aug 2022 23:12:34 GMT

Investing in data can be a serious waste of money for a media publisher, unless they have a clear plan on how they will apply it & drive a return on investment

Here are my 6 way media publishers can utilise data and create a plan on how it will drive a return on investment.

01 - Empower your sales team.

Quality data & insight can power your product positioning & key USP’s.
If you can power the sales team as believers in your products – imagine how well they will make your customers believe it

02 - Power cross product selling

Data that can be linked consistently across multiple products will help you sell more. The most common way this is happening today is via Audience data

03 - Fuel the upsell

Data can help you proactively pitch additional solutions/ products. It can prove to a customer that if you invest a little bit more you can get a better campaign result.

04 - Get the right price

Data can help drive customer preference to your products as you can prove they will deliver against their objectives. This will help you get the right price for your products.

05 - Prove ROI & Effectiveness

Data can measure the effectiveness of each campaign to prove to the customer they achieved their objectives and should invest again in the future. It can also help fuel case studies which can be used to drive new customers.

06 - Create a new revenue stream

Media owners can also start commercialising their 1st party data or charge for access to their 3rd party subscriptions. This is common practise in programmatic transactions via PMP selling.

Does your media proposal tell a story?

Wed, 20 Jul 2022 22:54:20 GMT

To make your media proposal stand out from the competition, you need your pitch to tell the best story.

Here are some of our tips for great media sales story telling

01 - Tell a story about them, not about you.

You are being briefed to carry a campaign about your client’s brand.
Your sales story main character needs to be them.
Your products play an important role but are secondary characters who help the main character succeed.

02 - Illustrate your understanding of their campaign objectives

It’s important upfront to reiterate your understanding of the brief.
If for some reason, there strategy or approach has changed then this tactic can help you get a second chance.

03 Link your story via a source of truth.

Your customers are taught to build solutions on data points and insights.
Your solution will carry so much more weight if you can link this throughout your story.
An insight might be a data point you have discovered about your clients Target Audience, Product, Category, Competitor etc

04 - Hero your solution.

Make sure you hero the best part of your solution.
What is your key USP.
What can you offer that your competitors can’t.
Prove that every part of your solution has a role against their objectives & is on brief.

05 - Sell in a partnership

There success is your success.
Make them believe that you have come to the table with your best possible foot forward to drive them their ultimate outcome.
If they pick you to be their partner, what will be your commitment to them from this point on.

What does best practise look like when pitching via a video call?

Thu, 30 Jun 2022 00:58:16 GMT

The pandemic has changed the way media professionals engage and sell to their customers. However, the biggest change is now the number of interactions that occur via video calls. When interviewing media sales professionals, they identified three channels that they get to present their response to brief.

1) Face 2 Face

The preferred channel for most people we interviewed – whether its back in a boardroom or at a café there is nothing stronger then being in the same room with your customer. It’s a lot easier to read their reactions, make yourself more personable and create positive conversation.

2) Email

The least preferred scenario – media agency and marketing customers are unfortunately very time poor due to a number of reasons. When they brief the publisher market they are asking for the media owners proposal to be created and sent via email. This makes it extremely difficult to get quality feedback or an opportunity to revise you. Your proposal has to be detailed – making sure it gives your customer all the reasons why your solution best answers their brief.

3) Video Call

whether it is ZOOM, TEAMS, Google Meet or Skype back in the day – this new channel of presenting has become the most popular in the new normal. Companies are giving you the opportunity to work more flexibly and from home so often the customer requests this avenue for meetings and presentations.

Before the pandemic many media publisher organisations would invest in their people and provide great training programmes to sharpen their sales skills. Presentation skills was always a well-liked course but back then it didn’t address the different variants that this new video channel presents.

Market SHIFT Consultants has done a lot of research into tips on delivering best in market presentations across these three channels – Face 2 face; email & via video call. Below are some of our best tips for video call presentations.

Test your equipment before the actual call – make sure your slides & videos work.
Make a good first impression via professional background & appearance.
Encourage all your team members on call to keep video on which will make your customers do the same.
Only pitch what is absolutely essential.
Make difficult concepts easy to understand.
Talk & smile to the camera as much as you can – make it personable – Don’t read a script or reference from another screen – be yourself.
Use visual storytelling – make slides simple.
Use check in phrases & open-ended questions throughout to encourage interaction – Does that make sense? Are we on the right track? Does this excite you?
Pre prepare what questions you think the customer will ask and rehearse your answers.
Set aside time for Q&A
Stick to a time schedule
Prepare for external distractions – make a joke & stick to your schedule.

While you might not agree with all these tips – what is important is you are giving your sales team the platform to workshop what best practise is for them as individuals and you as a business. The way you should present should best represent your company DNA, personality and USP’s.

We have created a media sales training workshop that gets all your teams that opportunity to identify their individual and company best practise which will ultimately help in giving your business a competitor advantage.

If you would like to find out more about market SHIFT Consultants market leading training course – The seven fundamentals of media sales – please don’t hesitate to get in touch!

How B2B Brands Grow by the Institute of Ehrenberg-Bass - Analysis & Key Learnings

Mon, 30 May 2022 02:13:10 GMT

Introduction:

The Ehrenberg-Bass (EB) Institute in partnership with the B2B Institute have published a white paper – ‘How B2B Brands Grow’. The research has been sponsored by LinkedIn. The paper is written by Jenni Romaniuk, Byron Sharp, John Dawes & Sahar Faghidno.The EB Institute (for Marketing Science) positions themselves as the home of evidence-based marketing. They became famous in 2010 when Professor Byron Sharp published “How Brands Grow” which challenged decades of perceived marketing best practise.

EB challenged the idea of brand love, effectiveness of loyalty campaigns & the practise of hyper targeting. They claim there is only “mental availability” & “physical availability” which translates that buyers preference brands who are top of mind & easy to find. The way to growth is acquiring new customers by targeting every category buyer, not by increasing brand loyalty. Brands compete via use of distinctive assets – logos, characters, colours. Advertising works by building and refreshing memory structures over time so you are top of mind at the purchasing moment.

While their laws have sparked much opinion, many large global brands like Coca Cola, P&G, Mars, Unilever etc have implemented their laws to great effect and are sponsors & supporters of the EB Institute.Their biggest challenge was the belief from the marketing fraternity that their laws can only be applied to B2C brands and that they would not work for B2B brands.

This white paper proposes that most of their growth laws still hold firm for B2B companies. The full white paper can be downloaded HERE.

It is a fantastic read with case studies and research centred about the Banking, Insurance and Technology B2B sectors.

However, if you don’t have time to read 64 pages of research then we have created a summary of the key learnings for B2B marketers with some recommendations on how to apply the laws. As we specialise B2B within the media industry we have highlighted some considerations with recommendations on how these laws can be used by the media industry.

Key Learnings for B2B Brands

01 - Build Mental Availability, not Awareness

General awareness is great but that alone won’t build a brand. Brand’s grow when they readily come to a buyer’s mind in as many purchasing moments as possible defined as Mental Availability (MA).

MA requires marketers to become less brand/ product centric and more customer centric.

Failure to grasp the difference between brand awareness and MA is why so many brands struggle today. B2B advertising geared to persuasion assumes your audience is currently in a buying cycle. The goal of driving MA is all about getting them into the buying cycle with your brand top of mind.

A marketing strategy that optimises for MA does so by building more awareness, across more purchasing situations in the minds of more buyers.

Three tactics to achieve MA:

1) REACH

All category buyers

2) MESSAGE

Use creative messaging that links to different category entry points

3) BRAND

Use distinctive assets with heavy brand messaging.

High MA is measured by an audience being aware of a brand but more importantly knowing exactly what their products do and what they stand for.

Your results should increase your customer base, increase your sales volume & increase your market share (if you are achieving MA better then your competitive set).

02 - Prime Future Buyers with Brand Ads to Grow via a 95/5 rule

For B2B brands – on average only 5% of their buyers are in market for their brand/ products at one time.

Different to the B2C 60 Brand/ 40 Performance rule – EB recommends B2B marketers should invest 95% into brand because you should invest in priming potential buyers so their memory links are activated when they enter your market.

This familiarity is built over time with consistent messaging that is targeting all category buyers.

03 - Ignore overcoming brand perception that leads to rejection

Brand rejection is rare, but because no one likes negative reviews it can lead marketers astray.

There is more growth opportunity in acquiring new customers vs trying to overcome a small % of customers who have rejected you in the past.

Stop imagining why people might not like your brand & instead focus on building mental structures with as many category buyers as possible.

04 - Aim to steal mindshare & customers from your biggest competitors.

In most cases you will share customers with your competitors.

The Duplication of Purchase Law highlights that no brand has a lock on its customer base, and all category buyers could become your customers.

Growth will come from gaining more customers from other brands – more will come from bigger competitors than smaller ones.

Existing customers of competitor brands presents an opportunity to understand their current mindset.

Don’t get distracted by smaller look a like competitors unless they are getting way more share then they deserve.

05 – Reach Future Customers to Grow

The Double Jeopardy law suggests the best way to growth is via new customer acquisition – loyalty metrics don’t move the dial as effectively.

Highlights importance of your MA strategy working in parallel with your Physical Availability strategy. You want to make it easy for non customers to think of you and then find and buy you.

Key considerations for media publishers

01 – Most Media Publishers are first B2C companies

There has always been a belief in our industry that buyers prefer media placement around media that they enjoy consuming. The immediate example that comes to mind is the disappointing share that talkback radio receives vs their total audience reach achieved or sponsorships that occur with sporting teams that just happens to be the bosses team!

The idea of building Mental Availability with your B2B customers is hugely important because you want to make sure you are top of mind when a customer is building a comms strategy/plan or writing a brief.

To finally do business with a customer, the marketing team and agency has to sell your products into their superiors – they are going to do this more often if they are very familiar with your products.

If you identify that your media products are not ones that are frequently consumed by your B2B customers then you should apply a marketing strategy that is consistently raising MA of your products and the role they can play for their market mix communication plans.

02 – Most media buyers are from media agencies

We believe there is an issue with the 95/5 rule for Media Publishers B2B plans – This is because the majority of your revenue comes from media agencies.

Marketers and/ or Direct clients might only be 5% of the time in market for your media products but agencies are different. A lot of the time they work on multiple brands/ clients and their job specialises in media planning and buying.

While it is important your B2B marketing trade brand budgets/ strategies address the mental availability of your customers. The investment in your sales resource and go–to –market initiatives should go the extra step to persuade/educate these agency customers so they are referencing your brand/ products over your competition.

I don’t believe the EB institute would challenge this thought as it’s built from a customer centric POV and you could argue it’s actually building a higher MA with this segment of your buyers whose job it is to be very knowledgeable.

03 – Don’t just focus on competition within your media channel.

A lot of media companies become obsessed with competition that’s within it’s channel – e.g. Radio, Out of home etc.

Growth however might be better achieved by targeting other media channels that you could play similar communication roles in a customers media mix.

With digital revenue now ticking over the 60% share, there is huge opportunity in traditional media companies targeting spend that occurs here.

If you think about the EB laws for both B2C and B2B brands they are recommending higher investment in brand over performance. This presents an opportunity for a number of media companies.

While it always important to have one eye on the competition within your channel, it is also worth having your second eye on competition in other media channels.

04 – Being easier to buy is a key ingredient for your future growth

The media companies (Google, Facebook etc) that have grown the most over the last decade have had one secret ingredient – they built technology platforms where their customers could access them direct and easily plan their media campaigns.

This way of transaction is customer centric, easy to transact and more profitable for media companies as it is achieved with minimal resource.

It’s also examples in our industry of how ‘Physical Availability’ has been executed and achieved growth.

If you're not thinking about how technology and automation can improve your customer experience of planning and transacting in the future then we’d recommend that you do.

If you can achieve this by creating a CX that is best in market (by being customer centric) then you will build preference and growth.