RDZ clients – perfect in every way (well, we think so!)
This hasn’t been a formal review (the kind we do for each of our clients individually) but more of an exercise to check my own ideas of what our average client looks like. We, of course, already know that they are anything but average!
Now, the normal structure of a story is to build up to a conclusion, but I am going to turn that on it’s head and let you know the outcome of my review right here, right now. The majority of our clients share a set of features which are (in no particular order of importance because we love them all):
- Vision
- Ambition
- Determination
- Drive
To the untrained, or perhaps cynical, eye those four features may seem to be pretty much the same but let me explain:
- Vision is the ideal or goal our clients wish to reach
- Ambition to be the very best is what heads them off on their course of greatness
- Determination is what keeps them on that path (sometimes when others, and events, around them are telling them to give up)
- Drive is a special little factor which most commonly links back to the reason they wanted to be successful in the first place
Quite a few of the companies on our client list are family businesses. As I covered in an earlier blog, family-run organisations have some unique qualities which make them strong and successful, with ambition and drive being perhaps the most obvious of these in our opinion. Another common factor we see in almost every family company is the massive amount of support shared between the generations and between brothers and sisters, nieces and nephews, wives and husbands…
We’re also very lucky in having some very strong individuals within our customer portfolio. We love a strong personality, mostly because we know that it sits well with all those other PR-savvy characteristics: confidence to run with a plan, understanding of brand-building timescales and a willingness to stick the head above the parapet and be both seen and heard – loud and proud.
It may sound like we’re looking for easy-pickings when we consider who would be an ideal RDZ client (i.e. those who already appreciate the value of a PR campaign) but in truth we have, through experience, learned that we work well with those who are willing to put in time and effort on their side. These ‘invested’ businesses tend to get the most from the campaigns we put together and their results are further amplified when they are open to additional actions to raise and enhance profile.
On a lighter note, we also remarked on how likeable each of our clients are in their own right. A good personal relationship is never a given in this, or any other, industry but we’d gladly go for a beer (or a non-alcoholic alternative imbibement) alongside those we do business with. The formation of RDZ was, in part, a reaction to some of the sillier things going on within the corporate PR world and part of our wish-list was to look for clients who we liked and understood. It may not be mutual in every case (but we’d like to think it is!) but so far, we seem to be doing very well on that front.
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