verb trans. fig. Involve deeply, absorb in a particular activity or condition. Usu. in pass. or refl.
We’re a diverse bunch here at Tangible Towers, with a diverse bunch of lovely clients too.
One week we’re working on a campaign to sell pet food. The next week we’re developing ideas promoting incredibly complicated financial instruments, and the week after that we’re suggesting if people get into legal hot water, they consider employing a friendly, nationwide team of lawyers who actually speak plain English. And the list goes on…
I’ll forgive you at this point should the phrase ‘Jack of all trades…’ suddenly pop into mind, because I have a better one to eliminate those naughty thoughts; something to do with variety being the spice of life. Surely it’s better to have different people with different life experiences working on different products and services, ensuring all communications remain consistently fresh and impactful? It’s the reason why a number of world famous agencies grew out of in-house marketing departments all those years ago.
Of course back then, there may have been a little more time to investigate the service or product. But in today’s world with the development of all this exciting new technology we’re switched on 24×7, and no prizes for guessing, we’re all rather time-poor.
So how do we avoid becoming ‘Jacks of all trades’ in these hectic modern times? We immerse ourselves on a personal level – something we’re all quite good at here at Tangible Towers.
Take my three loony dogs and two crazy cats. Because of those little critters I know the lovely world of Purina pet foods inside out. And my bumbling stock market ventures, because of them I know how complex investment vehicles like Contracts for Difference, ETFs and Investment Trusts work in the scary world of investing. Then there’s my personal knowledge of QualitySolicitors, our extremely straightforward and plain-speaking lawyer friends.
I remember just how relieving it was when they didn’t use all that confusing legal jargon when my ageing parents had a problem. And the result of all this personal involvement? Communications that hopefully hit a nerve and stand out, because I live in the world of my target audience.
But for now I’m just waiting for the day when a brewery account comes bursting through the doors, and then you’ll see what ‘immersion’ is all about.