Agencies, Our Market Position, and Positive Marketing Agency Thinking

By Aaron Templer

Three Over Four Approach

We’ll get to these awesome pieces of art in a second. First, though, some thoughts on positive marketing agency thinking: What a year. We (gratefully) continue to be busy at 3o4, working with some wonderfully fulfilling clients and projects. We were also able to filter out a few clients that weren’t working for us these past months, clients we just weren’t able to add value to. This is something that every business deals with—letting go of paying customers or clients—but isn’t much talked about. It isn’t easy. This was on our minds when I came across a blog post from Trinity Management Consultants which explores why ad agencies seem so embarrassed about what they do. Not exactly positive marketing agency […]

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Another Marketing Profs Published Piece

By Aaron Templer

Social Capital, Three Over Four Approach

I was fortunate to be published again in Marketing Profs. This time, I co-authored with the brilliant Nicole Gravagna, a neuroscientist and behavioral design sage. What a thrill to reconnect with Nicole. I always learn so much from her mind. The piece excerpts some concepts from my book, Leading in a Social World. Social media marketers are in (literally) a different head space when engaging in social media, and this biases them to how social constructs actually generate value. It also contributes to strong biases when evaluating the data related to social media marketing’s effectiveness, which when you really dig into it (which I have, in my book, the relevant chapter of which is also excerpted in this blog post), isn’t […]

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Aaron Templer Published In Marketing Profs

By Aaron Templer

Marketing, Three Over Four Approach

MarketingProfs was kind enough to publish a piece of mine, “Why Social Media Should Leave Your Marketing Department—And Where It Should Go Instead”.” It’s a distillation of a few chapters in my book, Leading in a Social World. In the piece I basically deconstruct social media marketing, and reconstructs it in a customer care space. TL;DR: Social constructs generate value by way of social capital. Leaders interested in generating this kind of value need to think about social groups very differently than marketing segments. It’s about reciprocity and democratized relationships, very different than funnel-conversion thinking. Check it out! Aaron

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Three Over Four on the Innovative Agency Podcast

By Aaron Templer

Leadership, Three Over Four Approach

Had the pleasure of having a dialog with the Innovative Agency podcast last week. We talked about leadership, marketing, and the Three Over Four approach to building trust with clients and within the marketing industry in general. Check it out here: https://podcasts.apple.com/us/podcast/32-why-trust-is-important-in-marketing-how-leadership/id1419747902?i=1000439001014  

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A Professional Services Marketing Approach That Might Surprise You

By Aaron Templer

Leadership, Professional Services Marketing, Three Over Four Approach

It was a privilege to deliver a Professional Services Marketing course at the Chicago headquarters of the American Marketing Association recently, and I’m really stoked to boil it down for a presentation at a Michiana American Marketing Association event next week. Professional services continues to be an important market segment for Three Over Four, and as we all know: if you truly want to solidify a concept or area of expertise, understanding it well enough to convey it to others is great way to get there. These engagements are great opportunities to share value and also return it to our clients. A funny thing happened along the way. I’ve come to realize that what drives effective professional services marketing isn’t […]

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Process vs. Product

By Aaron Templer

Marketing, Three Over Four Approach

I’m interested in the business-minded pursuit of understanding creativity. I’m not sure what to do with it, but I’m interested. One thought that keeps coming to mind: The creative processes that I’m most familiar with don’t start with outcome. I can’t help but wonder if this is why businesses are tripping over the concept and have such a hard time integrating it into their working environments. Business, by its nature, solves a problem for someone. If there’s no problem to be solved, there’s no market. No market, no money. The creative processes that business minds are trying to learn from start in a very different place. A place of expression, not fixing. Exploring the problem, not solving it. If you […]

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Storytelling the Three Over Four Way

By Aaron Templer

Branding, Marketing, Three Over Four Approach

I had a terrific time working with The Colorado Medical Society this past May. The President of the CMS had a great idea to interweave storytelling techniques for leaders throughout the entire conference. His thinking was that we all leave these conferences full of energy, armed with new information to make changes in our society, businesses, or communities. But we’re missing the tools to actually do something about it. So I was brought in to help by way of providing techniques for leaders to tell stories. Storytelling being, of course, one of the more effective way to engage and move people. We did a few things to bring storytelling into the conference. (This is an environment which, incidentally, isn’t exactly […]

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