How Zero-Party Data Led to Our Most Memorable Client Meetings
Advertisers, imagine a vendor inviting you out for martinis when you would much rather spend your time doing something healthier – like going for a walk or trying a new workout class. Odds are, you wouldn’t accept the invitation. Had they asked about your preferences first, they’d probably have much better luck.
Understanding consumers is at the heart of everything we do—from the technology we create to the partnerships we build with advertisers. Our team strives to understand preferences off the bat, and it’s led to some pretty unique meetings:
I discovered that one of our partners shared my passion for fishing so we met on Long Island Sound to talk strategy while reeling in a few fish. Win/Win! — Brian Mulderrig, Senior VP of Sales
A while back, a few clients mentioned their interest in energy work and mindfulness, so I decided to try something new: an aura reading. While we had plenty in common on the surface as millennial moms, exploring our unique auras opened up honest conversations and led to a much deeper connection than a typical meeting ever could. — Lauren Garcia, Account Director, Central Region
I love getting to know what my clients goals are outside of work. For instance, if they are training for a marathon or looking to stay active during pregnancy, it’s great to meet for a Pilates class to support their personal goals and get some endorphins going, followed by a juice or coffee to catch up on their zero-party data strategy! — Maura Giannattasio , Account Director, New England
Whether in ads or in-person, this is what Zero-Party Data is all about—asking questions to understand what people want and tailoring your approach to meet those needs.
We are curious – what is your favorite kind of meeting? Answer below!
