FROM DISCOVERY TO DELIVERY: LISTENING LOUNGES ARE DESIGNED FOR CLIENTS TO BE HEARD
Long before an advertising campaign is created and launched, there’s an exploration process Vimarc conducts with clients. It's like a professional team practicing, learning, and bonding together during training camp or the pre-season.
In a way, every great relationship begins with this type of discovery. For us, it happens when we sit down with a client and discuss shared beliefs, aspirations, past experiences, mistakes, and triumphs. It's also about getting a feel for the dynamics of each team and setting expectations along the way.
In the article ahead, you’ll see how we implement these gatherings and then use our findings to lead our clients to victory.
WHAT’S A LISTENING LOUNGE?
We call the brand discovery session a Listening Lounge. During this time, we ask thoughtful questions that help us thoroughly understand your needs, goals, and expectations. As we fully immerse ourselves in your environment and industry, true collaboration happens.
The Listening Lounge is also our due diligence and part of our holistic learning process. It helps that the entire Vimarc team is naturally curious. In fact, this mindset is our baseline for problem solving and lays the groundwork for our strategic approach. And although our method can take some time, it becomes the launching pad for a successful partnership.
That covers the listening part of a Listening Lounge, but what about the lounge part? It comes from the fact that these sessions take place offsite, neither at your office nor ours. This change of environment is intended to foster a different level of comfort where you can be more open to sharing candid insights, which are invaluable to our process.
WHAT ARE SOME LISTENING LOUNGE TOPICS?
Our typical framework for a Listening Lounge is outlined below. But like a sports team that has to adjust, Listening Lounges often vary according to the goals, roadblocks, and attributes of each brand. By the end of it, we find that each session is as unique as you and your company.
ACTIONABLE INSIGHTS & CLIENTS’ PERSPECTIVES FROM THE LISTENING LOUNGE
AJS Hotels
At the beginning of 2024, we became the agency of record for this venerable hotel operations company, which owns three dynamic properties in Louisville, Kentucky: the Galt House, the Crowne Plaza, and the Embassy Suites by Hilton Downtown Louisville. But before deploying any marketing plans for each hotel brand, we embarked on an in-depth Listening Lounge.
During the session, we uncovered that the Galt House’s local perception needed improvement. We also discovered that many people in the community didn’t know the Galt House had undergone a top-down renovation. Nor did they realize the hotel offered multiple outstanding bars and restaurants for them to take advantage of. Using these findings and each hotel’s unique selling propositions, Vimarc has worked diligently to increase both room bookings and traffic to restaurants, bars, and other onsite entities (including retail shops, a spa, and more).
“Our experience with Vimarc's Listening Lounge was exceptional. The process was thorough and unrushed, with multiple meetings that allowed the team to fully understand our scope of work and the goals for our various entities. It was reassuring to see the Vimarc team so engaged and inquisitive, taking the time to truly get to know us, our company values, and our future aspirations. This thoughtful approach made us feel confident that our needs were being genuinely understood and would be well-represented."
— Natalie Keel, Marketing Manager
Kentucky Derby Festival
The celebrated Festival is an annual series of more than 70 events leading up to the Kentucky Derby. And as the Festival’s agency of record for 12 years and counting, we’ve helped this iconic brand appeal across generations while continuously adapting to the Festival’s changing goals.
Through our long-term collaboration, we've learned that regular meetings with leaders are essential for uncovering their shifting vision and maintaining alignment. One of the outcomes of a recent Listening Lounge included understanding their organizational goals over the next 5-10 years. We also gained clearer insights into the leaders’ current perspectives regarding their brand, improved our comprehension of how events are evolving, and increased our knowledge of how audience perceptions and expectations are changing. Before we wrapped up, everyone engaged in a detailed analysis of how marketing efforts can pull everything off, and the Vimarc team shared current campaign performance metrics.
“Vimarc really excelled in our session, truly listening to our needs and dreams for the Kentucky Derby Festival. From the start, it was obvious they valued our input and are committed to delivering creative that aligns perfectly with our goals. This level of engagement and commitment has given us great confidence in our partnership moving forward.”
— Dodie Howlett, VP of Marketing & Creative Strategy
LISTENING LEADS TO WINNING
Listening is truly our secret sauce. And it’s so integral that it has become a discipline our entire team constantly practices. But for all of us, it doesn’t just start and end with hearing your concerns. It’s about being in the game with you, striving to comprehend every facet of your business and building a long-standing relationship in the process.
As time goes on, we collaborate with you to help you achieve your objectives and track our progress meticulously. Metrics are analyzed, benchmarks reevaluated, and new goals set—all because listening is at the core of our approach.
At some point, you may not feel heard by your marketing partner. We aim to change that. Connect with us today and let’s team up for a Listening Lounge to help get your goals across the finish line.
