Executive Highlight
Jim Cobb
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CEO, The Bloodhound Group
- Industry: Advertising / Marketing
Business Founded: 2017
Phone: (919) 616-5705
Email: [email protected]
Address:
11948 Straight A Way Lane
Raleigh, NC 27613
How long have you been in your industry?40+ Years
Why did you choose your industry?Advertising is the purist form of selling. It requires insight into human behavior and the ability to motivate purchase decisions in as little as :30 seconds. Although I guide a brand strategy through research, the ultimate form of gratification is the production of great creative that delivers superior financial performance. Creativity occurs in both the research to uncover key motivating factors and in the implementation of an effective campaign. So, I take great pride in campaign results
Who are your typical clients?We work with both B2B and B2C clients. Our clients often have new product concepts that required proper research and brand identity creation needed for a successful launch. Other clients come to us because a brand has declining performance. In both cases, the work we deliver helps the client overcome significant risk to achieve the desired financial outcome.
What do you like best about being in this industry?The creativity and problem-solving required to deliver successful solutions. Most clients need both left brain and right brain thinking -- which is often not available in highly specialized niche companies.
What are common problems you see?Limited understanding of the customer and why the brand is meaningful to them. Lack of coordination and integration of marketing, sales and communications for launching new brands. Understanding the long-term implications of brand development investments
What advice/tips do you have for clients?First, invest in customer research. Many brand and marketing issues can be tracked to a lack of customer understanding. Find someone with the skills to conduct research that reveals the emotional drivers behind purchase decisions. Once you understand those drivers, brand messaging and marketing approaches are improved significantly. Second, develop financial proformas that provides insight into the impact and integrated campaign can have on driving market penetration as well as life-time value of customers. This analysis will provide confidence to make the right brand investment level.
When is your busy season?No seasonality to our business.
How do you market yourself to grow/expand your business?We keep our database of past clients informed through our quarterly Newsletter and we attend different industry events to network with senior executives. Social media posts and white paper creation helps position our areas of expertise. Our website is constantly updated for SEO.
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