Kevin Price, Host of the Price of Business on Business Talk 1110 AM KTEK (on Bloomberg’s home in Houston) recently interviewed Clint White . Here’s that interview.
About the interviewee
Clint White, President and Co-Creative Director of WiT Media. Clint is a Crain’s NY Business 2012 Top Entrepreneur with over 20 years of experience in agency work, management, and marketing. He founded WiT Media in 2009.
Tell me about your firm (number of employees, location, type of companies you work with, etc.).
WiT Media is a full-service, boutique firm focused on marketing and advertising those things that most of us never get enough of: rewarding, enriching, and engaging experiences. Based in New York City, we have 20+ employees and work with a range of clients in health, sustainability, hospitality/travel, higher education, and nonprofit categories in New York, Washington, DC, Chicago, LA, and globally.
What type and size of companies do you have as clients?
Our clients are truly diverse, ranging from large and well-known organizations to small and talented ones. Examples include one of the nation’s largest hospital systems, Continuum Health Partners/Mount Sinai, the leading telehealth provider, Teladoc, the historic Hay-Adams Hotel in DC, and the sustainable business-focused Rainforest Alliance. Our approach is to help good people connect with those things in life that are most meaningful. We are interested in reframing conversations, amplifying experiences, providing entrepreneurial solutions, and engaging audiences, no matter the client size. This has resulted in a range of awards including Continuum Health’s campaign featuring real doctors, which won a gold Hermes Award, a silver Communicator Award, and a silver Aster Award.
What comes to mind when you see this topic?
What immediately comes to mind is that, too often, high quality service providers–doctors, lawyers, accountants, etc.–think of themselves as providing products, as opposed to offering solutions and benefits to their audiences. Marketing for these businesses should be focused on not only their inherent value, but the network, community, and benefits that come along with it.
What are the best practices when it comes to this issue?
We advocate an approach that values the consumers’ perspective: “what’s in it for me?” and “what do I get out of it?”. By effectively and clearly articulating the benefits of choosing talented doctors and lawyers who are also conveniently located, for example, consumers and providers understand the benefits, and the client sees their doctor’s appointment schedules fill organically as a result.