Learnings Over Time
This article is based on what I have learned over the years, after countless interactions with various clients and understanding their pain points. It is not just an exploration of marketing strategies but could be a guide that can help new marketing agencies and brands make wiser marketing choices.
The Problem Statement
Imagine walking into a doctor’s clinic with a persistent headache. Instead of asking about your symptoms, the doctor prescribes an expensive treatment. It doesn’t feel right, does it? You’d expect the doctor to diagnose first, understand your pain points, and then suggest a solution. Unfortunately, many traditional marketing agencies operate like this rushed doctor—focused on selling their services rather than diagnosing their clients’ challenges.
Now imagine this scenario in marketing. Traditional agencies often pitch cookie-cutter solutions, ignoring the unique needs of each brand. Startups and brands with innovative ideas fall into this trap, and their growth stagnates.
This article is for two kinds of people:
- Marketing agencies that sometimes lose sight of the real goal: Solutions over Sales.
- New startups looking for partners who understand their story and can amplify it authentically.
Why Agencies Need a Change in Their Approach
Focus on Sales Over Solutions
Many agencies are quick to sell service packages like digital marketing, influencer campaigns, or affiliate marketing without identifying the real problems that need solving. Picture this: a startup has a great product, but its messaging doesn’t resonate with its audience. Instead of diagnosing why the campaigns are failing, the agency pushes more tools without any strategic alignment.
But tools are just that—tools. The real magic happens when an agency establishes a connection between the brand and its audience.
Take recent examples like Zomato’s quirky updates or Zepto’s fast delivery campaigns. Or, consider how Puma transformed into Pvma to announce PV Sindhu as their brand ambassador. By tweaking their iconic brand name to reflect the initials of this celebrated Indian badminton star, Puma didn’t just grab attention. They deeply connected with their Indian audience, turning a simple campaign into a cultural moment.
This is the difference: Strategic campaigns that build authentic connections versus transactional marketing that falls flat.
Generic Campaigns Don’t Work
The same strategy doesn’t fit all. A one-size-fits-all approach overlooks a brand’s individuality. This not only undermines the brand’s voice but also frustrates clients who feel unheard.
Where’s the Empathy?
Empathy in marketing is as vital as diagnosis in medicine. Agencies that fail to listen to their clients’ concerns often deliver disconnected campaigns. Building genuine connections requires understanding first.
The Doctor’s Approach with AIDA Framework
At Jai Veeru Creatives, we believe that marketing agencies should operate like doctors. We put our best efforts into applying the AIDA framework:
- Attention: Imagine you’re losing your hair (yes, ganje ho rahe ho!). You suddenly see an ad with the line: “Kya aapke baal gir rahe hain?” It instantly grabs your attention because it speaks to your problem. That’s the first step—hooking your audience.
- Interest: The next line reads: “Hum aapke baal dubara uga sakte hain.” Now you’re intrigued. They’re addressing your exact pain point and offering a solution. Interest generated.
- Desire: The ad then claims: “100% guaranteed results or your money back.” This creates a strong desire to act because it feels risk-free. The solution seems achievable.
- Action: Finally, the ad prompts: “Call now on XYZ number or visit our website today!” This clear call to action seals the deal. You’re ready to engage.
Over the years, I’ve realised that AIDA is not just a framework; it’s a mindset. It’s about building campaigns that resonate at every stage of the customer journey.
Collaboration is Key
Let’s be honest: Building a brand is not just the agency’s responsibility—it’s a shared journey. Remember the doctor analogy? After the diagnosis, it’s the patient’s job to follow the prescription to recover. Similarly, while agencies can craft stellar strategies, clients need to actively participate, provide timely feedback, and trust the process.
Too often, the mindset is: “Humne paisa diya hai; ab ROI agency ka headache hai.” But that’s not how impactful marketing works! Outsourcing alone can’t fix everything. While agencies bring expertise, the authenticity and core story of a brand must come from within.
Think of it like a band performing a concert: The agency plays the instruments, but the client writes the lyrics and sings the song. Founders, employees, customers, and the agency must all play their parts to create harmony.
The best outcomes? They come from collaboration—brainstorming together, refining strategies, and executing in sync. It’s about building a partnership where everyone works hand in hand to achieve a shared vision.
By building an in-house creative team or working closely with an empathetic agency, you ensure:
- Control Over Your Message: Your voice remains consistent.
- Authentic Connections: Audiences connect with real, relatable stories.
- Sustainable Growth: Long-term success driven by meaningful strategies.
Examples of Real Connections
- The Fitness Startup A fitness brand struggled to connect with customers. Instead of selling more ads, we reimagined their messaging, replacing jargon with relatable language. Engagement tripled.
- The Eco-Friendly Brand An eco-friendly startup wasn’t gaining traction. We highlighted the founder’s personal journey, bringing authenticity to their campaigns. Sales increased by 40%.
Building Trust Through Expertise
In today’s competitive market, businesses don’t just need a marketing partner; they need a problem solver. By adopting the doctor’s approach and leveraging the AIDA framework, Jai Veeru Creatives ensures every client gets tailored, impactful solutions.
If you’re ready to move beyond templates and embrace strategies that work, let’s connect. After all, your business deserves more than just a cure—it deserves care.
I’d love to hear your thoughts on this approach! What’s your experience with using frameworks like AIDA, or how do you approach collaboration between agencies and clients? Drop a comment or share your perspective—let’s make this a two-way conversation.
