If you need me this week I won’t be in the office. In fact I won’t be in the office much this fall. No, I’m not on vacation, it’s all for work, I promise. From late August to early November I’ll be attending and/or speaking at nine conferences for our clients’ industries. Given Morgan & Co.’s focus of leveraging the media trusted by audiences to draw attention and generate engagement for our clients, we feel it is imperative to continuously expand our knowledge and education. Lets be honest, the world is changing. Fast. So we devote a substantial amount of effort to studying the evolution of the industries and media we work within. Whether it be how travelers become inspired by media platforms and content, or how expecting mothers or people with an illness seek out health related information, attending conferences and discussing best practices with colleagues can provide valuable insight for the next strategy we’re working on.
Research and technology also fall into the cross hairs of our continuous education. At Morgan & Co. we invest a lot of time and money analyzing audiences, markets, the competitive set and potential trends. We strive for each campaign’s performance to surpass that of the previous campaign. So we track, measure, report and optimize. A lot. That requires tools, the knowledge to run them and a desire to challenge the status quo of metrics. So we employ a robust list of research tools in-house. When we attend conferences we’re always kicking tires on new systems. Anything that can give us and our clients an advantage. While some systems are utilized for the strategy and planning of our clients’ media efforts, others are designed to launch, report and optimize against performance goals. We can’t stay one step ahead of technology and tools by sitting behind our desk. We have to get out and be exposed to new resources and thinking.We have to study and become early adopters of media tools in order to harness them for our clients’ advantage.
So if you need me this fall, chances are I’ll be on the road, so email me. Or to quote Joe Walsh, “just leave a message, maybe I’ll call“.