We go deeper.
Most PR agencies strategize how to coordinated actions into a purposeful campaign. Whether it's an Instagram feed, web presence, or Twitter stream, few PR shops can provide meaningful content to prop up the front. Also, few marketing firms generate truly useful market research on the ground, but rely on expected and easy solutions such as surveys and focus groups. While blunt tools are useful for some things, some jobs require a scalpel. Not only is going deeper better, but going deeper is cheaper. We reduce or eliminate unnecessary outsourcing/sub-contracting out to expensive-but-talented specialists by having said specialists inside our company, as one core competency among several:
- qualitative market research using real ethnographic data
- campaigns in which we have the best Creators and don't charge you to outsource them
- turning your store, product, or service into a content marketing channel
- customized guerrilla marketing only possible by executing on our ethnographic/street-based familiarity with the Korean market
When tasked with promoting Korean traditional dress to the international market, we didn't just take waste money on the few exiting stock images of them or hire an expensive photographer, we used our own in-house skillsets in creative industries to create magazine-level images to go into a site that is poised as a marketing channel for the item and idea itself. The Baby Got Bok project mixes nation branding with client needs (of the designer) through strong content marketing by creating that compelling content ourselves, in-house.
When the dog and cat rescue NGO Yuhaengsa needed more effective image creation and curation to get their animals adopted, our on-the-ground, Seoul city-wise manager planned a hands-on-the-animals, truly original exhibition of portraits of the animals in need of adoption at a local cultural hotspot. The portraits of the animals with would-be human owners got local artists paid a bit, the NGO some much-needed attention focused around an event, and several animals adopted. This is the kind of local, on-the-ground know-how that we leverage to get the job done. The event's Instagram feed is @yuhengsarang.
When Google, Inc. needed to know how chat applications were bring used in by South Koreans to share news information, the normal blunt tools of the survey and focus group were inadequate. For this, one needs a trained sociologist. So one of our in-house academics became lead researcher and led deep-dive ethnomethodologically-oriented close studies of consumer behavior that drove conclusions that Google could take to the bank. Information about the planned app that the published white paper (above) likely influenced is available here.