Customers are the lifeblood of brands – Morris

By Felicia Nwosu

Colin Morris, Creative Director, Chain Reactions Africa, has said that customers are the lifeblood of any business, while underscoring the need for brands to provide a lasting experience that encourages happy customers. He noted that such experience will elicit positive feedback.

The media and marketing expert added that the development of a unique and compelling media pitch will also create a long-lasting impression on target consumers and as well boost profit, loyalty, referrals and sustainability.

The creative guru said this during his conversation with Benjamin Okoh on the Creative Process/Art Of Pitch-Winning Campaigns on Brands and You, Classic 97.3 FM.

Morris maintained that how brands talk to customers is also important to sustain their loyalty. He emphasized the importance of an agency’s marketing strategy to creatively boost client’s confidence in the process and deliver the brand’s message with a clear focus on campaign briefs and objectives.

He, therefore, urged agencies to ensure that their campaigns are carefully constructed to deliver the right results for the brand by delivering the right pitching techniques that make clients and brands stand out from the clutter.

“It is also important to understand both the demographics and the psychographics when it comes to pitch brief, as well as getting insights. If you are talking to the wrong person in your messaging, then it is a complete miscommunication. You need to know everything about your prospect, what his pain-points are, what he likes, and doesn’t,” he said.

The veteran creative director reaffirmed the significance of a quality pitch while pointing out that the new media has become a major game changer, accelerated by COVID-19 lockdown. He argued that cutting-edge technology without creative pitch is as good as wasting cost.

“It is very important for a brand to market itself. If a brand is not always top-of-mind or renting spaces in someone’s head with an interesting proposition, it is nowhere, because it is going to gradually die. Another irony is that the cost of producing ordinary and memorable work that nobody expects, that doesn’t rent space in people’s heads is the same as doing something that doesn’t add a spark with a little bit of difference to it, irrespective of the cutting-edge technology employed to execute such a campaign. Once your script and your best idea are not worth shooting, then you are throwing that money away,” he said.


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