Samantha Catsburg works as Managing Director at media agency STROOM. In practice, this means that she first provides enthusiastic, knowledgeable and ambitious colleagues and then very satisfied clients. In this interview she talks about how she manages that and about the speed at which media has developed over the last decade.
What has changed in people's media use in 15 years?
"Especially the lack of stability. Take, for example, watching television and listening to radio which initially declined slowly, but which has been declining faster and faster in recent years. Platforms that are hype now are obsolete after three years these days. It means that the people who work for us have to have real knowledge of a medium: who are all on that medium and how to communicate there? That knowledge is the basis of what we do: creating a media strategy for a campaign so that the effects on the brand are optimal.''
So you must have people who understand what is happening on Instagram, TikTok, YouTube or at NPO and RTL?
''Certainly, our consultants can't think: this is how it used to work. They have to understand the platforms in order to advise on them. The point is that the medium must fit the brand's message in order to achieve the objective. The first thing to consider is the hard figures: this gives you insight into which target group you can reach on which platform. Of course we have professional tools for that, but then you also have to make content choices: do you choose the medium through which you reach 35 percent of the target group or 40 percent? Does the medium fit the message and the story the client wants to tell?
So it starts with the classic printout of who you're reaching in a particular audience where, but only then do you get down to business?
''Yes, then you start working out, based on experience, how to build a brand on a platform. Do you choose channels where you pour the message over people or do you choose a channel where you go into a little more depth? Do you choose two video commercials on YouTube or a branded-content story in a magazine? Those nuances are important because therein lies the answer to whether outreach can really do something for your brand.''
Do you have an example of a case where that media strategy turned out surprisingly well?
TNO is a good example. Many people know that they do research, but what exactly do they do and what can they do for you? We started collaborating with DPG Netherlands from 2020 because we wanted to reach all of working people in the Netherlands, but we wanted to go in depth. For example, we started to explain in the Techniek section on Nu.nl what TNO does, such as how they use technology to accelerate the energy transition.''
You were looking for the medium with the target audience and with the content story?
''We started to tell that story and in addition, through the article we could then refer to the podcast where TNO went into even more depth. This way we were able to give content to the brand.''
So increasingly you're not just coming out to TV commercials?
,,Certainly, and of course we also work for brands that have less budget in absolute terms than the big internationals with media budgets of 10 million+. Our clients have to set clear goals, but they can't be all over the media: we have to make choices and we make an educated guess about what will work and what won't. That's why it's so important that the people who work with us have a real love for the business. Of course, in the end, someone else is actually going to produce the podcast, but you have to have some understanding of how to get the message out in the podcast, and so you have to understand that medium. At the same time, you also have to know the basic principles and strategies of marketing, so we ask quite a bit of our colleagues.''
Speaking of which. What is your role as Managing Director of STROOM?
,,My job is the happiness of the people who work for us and the satisfaction of customers. And employee satisfaction takes precedence over customer satisfaction. I believe in happy people > happy customers.''
How do you keep employees so enthusiastic?
,,We have a very open culture where you really do things together. I believe in investing in our team and so I, or that person's direct manager, sit down every month with our colleagues where it's really about them. Investing is precisely not just financial, but is about making time and thus giving real attention.''
How do you help them in their work?
,,First of all I ask how they are doing as a person, not as an employee. If I know a favorite uncle is in the hospital I can give a little space, for example. I am not a psychologist and can't fix it, but I am there for my team. Of course, you can become a communications consultant at multiple agencies, but at STROOM it's all about making colleagues feel happy and at home. That's what we invest in''
Is that what sets you apart?
,,Certainly, we are not dealing with stipulations from an international network so we are very much building our own and local culture. The human aspect is really in there and we get that back from customers. A nice confirmation is that we often get the number 1 spot in customer satisfaction surveys: the last 2 years we have been the best media agency at Emerce, Fonk and MT-1000. Then it is very nice when you see that it all works well at STROOM.''
Text: BBP Media | Image: Pure Image
This article appeared eeder on marketingfacts.nl and marketingtribune.nl