It's very common for small businesses to change marketing agencies every 6-12 months. This high turnover rate reflects persistent issues in today's industry. The advent of social media and its associated marketing channels has revolutionized the world of marketing. Decades later, most agencies still rely on impressions, clicks, and digital reach statistics to impress clients.
However, these numbers don't necessarily convert clicks into new business. Even after moving from agency to agency, clients are guaranteed consistent results, and while they may have high numbers on paper, they don't see business growth, says founder of HALCON Marketing Solutions. It's something CEO and CEO Nicole Powell knows all too well.
“Paid advertising and social media are useful tools and tactics, but they shouldn't be the focus of your campaign,” Powell explains. “We start by creating a brand book for each client and then work together to create a powerful story that captivates people. Campaign DNA is the first building block that many agencies don't think about. It is the focus of many of the brands you know and love.”
“While you can leverage various tools to optimize your digital advertising, there is no guarantee that your target audience will trust you, support you, or buy from you,” says Powell. says Mr.
A boutique marketing agency run by women and minorities that transforms businesses into powerful, profitable brands with a purpose. Powell and her team of creatives, neuromarketers and strategists have experience helping multi-billion dollar brands like ESPN with innovative and disruptive marketing campaigns that deliver real-world results.
Having worked on both the client and agency sides of the business, Mr. Powell was discouraged and tired of an industry that focused on numbers rather than people. She left, but once she was able to apply her own approach to projects, she found herself falling back in love with marketing as a freelance consultant.
“This inspired me to start my own company, HALCON Marketing Solutions. Our clients have stayed with us for years because this story-driven strategy is working. We also value ideas and customer service. I also actively foster a great work culture that supports my employees and makes them feel valued. You can create works of art.”
While many companies now offer employee benefits such as happy hours and annual retreats, Powell believes that this is not a one-time thing, a value that HALCON fosters. “There's no reason you can't set boundaries and meet expectations on both sides. People can't come up with amazing and outstanding ideas when they're suffocated by too much pressure and stress.”
In addition to putting brand identity first, Powell is certified in neuromarketing and passionate about neuromarketing. “It's about understanding which parts of the brain control our behavior and what stimuli we respond to. It's possible to develop marketing strategies that tap into the deep, instinctive parts of the brain. Consumer psychology is a fascinating field that offers a variety of methodologies that take into account complex human processes.”
Powell believes that companies sell something and brands stand for something. “Consumers are drawn to brands that have a clear identity that people can relate to. This creates longevity because it speaks to consumers on a deeper, more emotional level,” she says. “Brand values are not just lip service; they can be the key to meaningful marketing campaigns.”
Mr. Powell's infectious energy and positive outlook have helped St. Louis, Missouri-based Halcon go from strength to strength over the past five years. “We believe in month-to-month contracts because we believe in doing great work. I liken long contracts to meeting once and getting married.”
Monthly contracts motivate HALCON to do our best work and provide peace of mind security for our clients. “Many agencies lock their clients into long-term contracts and then become complacent,” Powell said. “We only accept a certain number of clients to ensure that everyone is working at their best. My team calls this 'post-agency anxiety', and it's something that most It's the stressful nature of working for an agency, with high turnover rates, just checking a box. ”
Mr. Powell considers all new clients to ensure that there is cooperation and mutual respect. “I would never teach a construction worker how to build a house,” she says. “I want to know that clients value my expertise and marketing as a cost of doing business. This is an interpersonal industry, and I want to create good work while also being a good human being and making sure everyone has fun.” I want my legacy to be that.”
Known as an organizational chart in most companies, Powell refers to the business hierarchy as an ecosystem. “I don't want people to feel like they can't pitch ideas or that they're tied down to a role,” she says. “I want a fluid company culture that provides space for people to explore and express themselves and fosters creativity and respect.”
Creativity is the lifeblood of effective marketing. “We see so many agencies putting out content that doesn't resonate because they haven't done the branding work,” Powell says. “Currently, we have people copying the messages we create for our clients, which is frustrating, but also a great compliment.”
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