I don't know how it happened but reviewing January performance - we seem to have booked a number of press adverts - delivered an offline advertising tool kit and booked a large amount of print jobs. This diversification did not appear in the business plan and being sort of serious - does actually bother me in terms of our overall strategy.
In a positive sense - it tends to reflect that our clients receive good service and trust us and therefore ask us to do extra work for them. It would be inappropriate and stupid to send them elsewhere for this. Lets also be honest enough to say - the stuff has been staightforward and is relatively easy (most of us have considerable offline experience) and is profitable for a company that is still less than 2 years old.
In a negative sense - is it a distraction? do we deliver an "OK" service in this area which damages our desire to deliver "Fantastic" service in our core areas. Do we detract from the absolute focus we deliver to our clients? We believe we are the best at what we do (but we are not so in these other areas).
So we could drop the "OnlineMediaExperts" name and just use "OME" but i think the policy right now is to stop the navel gazing, get my head out of my bottom (can you do these two things at the same time?) and carrying on building a successful, profitable online recruitment biz.
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Dom, you need to look at your current strategy, define your driving force and question if offline fits with this? Then decide if you want to change.
I 'work with' some of the full service people and find it 'interesting' but have no desire to do what they do - do you?
Thanks Peter - i think the answer is "no" we don't want to be full service. At present if its a simple adjunct to our core work and we can deliver it simply then it makes sense to do the work. Outside of this we will say no thanks and concentrate on our core product. As Sean (co founder) constantly tells me - i sometimes have difficulty saying no to a profitable business opportunity! but i am getting better.