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Contact UsRebecca Wilkes, Client Services Director at Summit
Based in Hull - the Summit team have over 20 years experience in paid search, affiliate and content. marketing. They've worked with some of the best known UK retailers such as Ernst Jones, Ann Summers and The Range.Â
Client Services Director Rebecca has been with the team since 2010. In this week's instalment she spills the beans on the biggest successes and learnings she's taken from her wealth of experience with clients.
Q: What are your successes and learnings from working with clients?
Successes
To start with, one of the best things agencies can do to ensure a successful campaign is to set out a detailed plan in advance. Really spend the time identifying the potential pinch points and then scenario build how these incidences could be tackled effectively and develop practical plans for resolution.Â
Supporting great planning is strong communication, at all levels of the business. Great relationships with the day to day team will ensure smooth running of the detail, but senior stakeholder buy-in and engagement will be crucial for effective decision making or overcoming project challenges.
When it comes to really understanding whether a project has been a success or not, support any analysis with robust data, leaving behind subjectivity. The measures of success should be clearly agreed and outlined at the very beginning of any project, campaign or client relationship. What are the objectives and how will we measure whether we’ve achieved this or not? Agreeing this with the client up front is crucial.
Learnings
Over the course of my career and working at Summit, there are a few stand out learnings that I try to think about when embarking on new projects. The first is to take the time to map out roles and responsibilities for each project. Make sure there are clear lines of responsibilities but also use the RACI model to keep a good communication flow between internal, external, and third parties – this is guaranteed to improve efficiencies with communication and ensure time is not lost going over old ground.Â
The other notable learning would be to prepare to adapt. Use data and learnings to inform future decision making and be prepared to tweak or build upon previous strategies and decisions to ensure the project is a resounding success.
Some crucial advice from Rebecca! Planning, communication and assigning roles and responsibilities for all your client work can help make a real difference in a campaign's success!
We'll be back soon with another instalment, in the meantime why not explore the platform? if you're looking fora new agency partner we might juts have the answer. Search agencies.