We are greatly looking forward to 2022! We are wrapping up a positive 2021 together. We welcomed several new great clients; from the Floriade Expo taking place in Almere in 2022 to Hero Benelux and from Yuki/Visma to Bisolvon. In addition, we have been rated by our clients and relations in both the Fonk100, as well as the MT1000 and the Adformatie Media Report with a number-1 position when it comes to customer satisfaction/NPS.
Our ambition is to prolong customer satisfaction as much as possible by 2022. This means that with the growth in customers we must also grow ourselves, with our team being the top priority. If we expand, it is important that a new colleague is an addition to our team. In this, for me the human factor is leading above your resume. Hire character, train skills, as our English colleagues put it so nicely. There has to be a click with our team and you have to fit in with our culture and service level, so that we can continue to offer the same quality to all our customers. The 'war on talent' is currently going on in every industry and with it, of course, ours. This means we need to provide a working environment in which current colleagues feel good and new talent wants to enter. As STROOM , we contribute to the latter through the various internships we offer and the guest lectures we give for both Rotterdam University of Applied Sciences and Erasmus University.
We want to keep evolving - in the ever-changing media landscape - which is why the focus is on clients and media expertise.
First of all, it is important to keep talking to clients about where the growth needs really lie when it comes to business, marketing and/or communication goals. And what is realistic/possible in the category. Here it is up to STROOM to provide insight into the growth expectations and work out the appropriate advice. The actual measurement of the effect of the campaign is an essential part of testing whether we are actually realizing the growth forecasts. We are in constant dialogue with our clients about this.
In addition, we see continued pressure on media capacity from new entrants, new categories (flash delivery, online gambling) and declining supply. This creates fragmentation in the media landscape, which poses a huge challenge. Fixed patterns must be broken in order to achieve results. Creativity in media planning is going to become even more important than it already was, but that is also what makes our profession so fascinating. Media scarcity will have a huge impact in 2022, so well-founded advice - taking all developments into account - is needed to prevent our clients' objectives from not being achieved. For example, because the campaign is not sufficiently visible or audible.
We continue to prepare for the digitization of both our audiences and media planning. The way we buy and plan media is shifting more and more to digital. So it is no longer just a specialty, but a competence of every STROOM colleague.
The last item for 2022, of course: the collaboration with The Media Partnership. We merged this fall and will continue to shape this cooperation, more on that later.
Hopefully in 2022 we can meet live and work in the office for a greater part of the year and then celebrate the successes of 2021 once again!