The old and the new

James Mercer is MD of Focus and one of the founders of the company. We talked to him about the future of the company when it comes to using digital media and integrating it with more conventional media.

Can you describe a typical Focus client?

They vary from SME's, divisions of multi-national blue chip companies and public sector organizations. We’re comfortable and good at building relationships with these sorts of people, and work best where we become an extension of an in-house team.

Why do you think you win and keep business?

Because I’d say we’re good at understanding what a marketing manager wants, and work towards solving their problems. We don’t come steaming in with fantastic but totally inappropriate ways of attempting to reinvent the wheel.

What do you think defines the Focus approach to using digital media?

First of all, we’ve always seen ourselves as providing creative solutions to marketing problems. This means working with our clients to identify what they want to communicate to their target audience and figuring out the best, most creative way to get the message across.

And leading on from what I said before, we view digital media – whatever it is – as an exciting way of reaching a target audience. On its own or as an integrated part of a campaign.

But only if it’s right for the client and what they want to achieve.

Can you define the difference between digital and conventional media?

Speaking very broadly, I’d say that with digital we have to encourage people to engage with the content we’re offering them. So, with an SMS text message-based campaign we use things like competitions as incentives. A bit like direct marketing but in an even more precisely targeted way.

Blogs are an excellent way of encouraging a sense of community and empowerment, within or outside of an organization. A podcast can get across information in a relaxed, engaging way.

As far as conventional media are concerned, it’s a lot more about building awareness. And, right now – apart from online advertising – this is going to continue to be the case.

What digital media is Focus currently using?

The web, obviously, email, mobile phone technology, podcasting and we’re up with all the latest developments.

But, you’ve got to remember we’re not – and would never want to be – one of these “digital boutiques” who do nothing but design and application building for the web, mobile or otherwise. No disrespect but these people aren’t marketeers or communication specialists. We are. It’s what we’ve been doing for the past ten years.

That’s why we’re called Focus and not Angry Custard, Monkey Footrest or Oi! Stockholm.

How up with the technology are you?

To be honest, I’m a lot more interested in what it does and can do – and how our clients could use it – than how it works. I leave the "tech-y" side to the people at Focus who live and breathe it.

What has Focus done recently using digital media?

There are a couple of things were particularly proud of where we’ve integrated on and offline media with definite success.

The needafix? campaign in Essex promoting the government’s Drug Intervention Programme which kicked off in early September relies heavily on a community orientated website with a blog and regular podcasts.

Our current work for Leisure Connections in Lambeth and Willesden involves running an SMS text messaging competition alongside outdoor and press advertising.

But don’t forget that, as I’ve said, we have clients who, apart from their website and a bit of online display advertising, really don’t need to use anything more than design for print, press and outdoor. They know their market and we always, always respect that.

OK, I’m an existing or potential client and I want to know more about digital media and what Focus could do for me. Where would you start?

We’ve prepared a short presentation introducing digital media, the benefits and what Focus is already doing and can do. We can talk you through this and it’s free. On from that we will also do an on online review of your activities.

If you think that you want to extend your use of digital media, integrated with what you’re doing offline or not, we’ll work with you to figure out what you should be using. We’ll cost the whole thing accurately, give you a realistic timeline and come up with great creative.

It’s all about making sure we’re on your wavelength and, without banging on about this too much, being appropriate. If your customers wouldn’t relate to a blog or respond to viral emails, we’re not going to suggest you use them.

Anything else?

Just that if you want to talk to Focus about what we can offer – digitally and otherwise – or you’d like to arrange for a presentation have a look at our website or give us a call on 01376 574800.

Thanks James.

No problem.

9/5/2007