You don’t have to work at an agency for very long to figure out that experimentation makes clients nervous. And can you blame them? Who wants to pay money to fool around with untested strategies? You hire an agency for its expertise.
Of course, this puts agencies in something of a bind. How do you test new tactics or ideas without risking client cash—or the relationship? For digital marketing agency Vital, the answer is pretty simple.
“We’re the guinea pigs,” says Doug Ridley, director of consulting. “When we take an idea to the client, we know it works because we’ve executed it.”
That willingness to experiment on themselves has played a big role in Vital’s growth—and has also led to new ways of thinking about email, marketing automation, and the craft of copywriting.