Target Marketing spoke with Samara Anderson, retail strategist at redpepper, an integrated advertising agency headquartered in Nashville, Tenn. about marketing trends and the successful launch of its innovation-lab services.
What makes you famous?
The combination of our culture and our lab — together they place a maniacal focus on personal growth and the importance of change. Through these we are able to stay ahead of the marketing/technology curve and in some cases even define what that curve looks like.
What are the most important trends you see in interactive advertising today?
The convergence of marketing, human behavior and technology. This, along with the shift beyond engagement to co-creation with your consumers, creates a fast-changing environment that requires a lab-like mentality in order to keep up. Embracing fear, change and failure are critical to success.
What’s been your biggest hit of the past year?
We moved into a new building and successfully launched our innovation-lab services. Our space was designed to support the work modes needed to provide our marketing clients with innovation workshops, rapid prototyping and lab services.
We now have the ability to be a more flexible arm for our larger clients and also offer them a place to come think creatively about their marketing challenges and test out solutions in a far less risky environment. We’ve had numerous clients work in our space and come to events, such as a recently hosted Holiday Retail Workshop that brought together key retailers from the Southeast to converse and plan for the upcoming holiday season, based off of trends and research we compiled.
What’s your most important takeaway for marketers?
To thrive in today’s multimedia, multi-device world, marketers must reach consumers on their terms. This means blending data-driven insights with impactful creative to provide each consumer with messaging that is relevant to them, within the media that they want to consume, on the device(s) that they want to use, at any given time.