What is Integer Group's Secret Sauce Right Now? - Winmo

Nicole Souza, EVP of growth and marketing at The Integer Group, discusses the agency's approach to adapting during the COVID-19 pandemic and how they are leveraging their "secret sauce" to create new business opportunities.

About Integer Group

Integer Group is a global commerce agency focused on shopper marketing, retail, e-commerce, and social commerce. The agency uses data and cultural insights to understand shopper behavior and drive programs for clients such as Starbucks, P&G, FedEx, Frito, and AT&T.

Recent Wins and Shifts

During the COVID-19 pandemic, Integer Group has seen clients shift investments from traditional media and brick-and-mortar marketing to e-commerce. The agency has secured new business in categories like beauty, flower delivery, and the alcohol beverage industry, which have seen increased demand during this period.

The "Secret Sauce"

Souza attributes Integer Group's success to a focus on relationships. The agency prioritizes understanding the needs of individuals, having honest dialogues about how they can help, and relying on their team's ability to build genuine connections. This relationship-first approach is central to their business development process.

Adapting Relationship-Building Processes

While the agency maintains a rigorous process for developing new relationships, the pandemic has introduced more flexibility and authenticity into interactions. Virtual pitches have become the norm, and there is a greater tolerance for imperfections, such as technical glitches or interruptions during meetings. The emphasis has shifted from polished presentations to authentic connections and meaningful conversations.

Playbook for New Conversations

The current playbook involves using relevant content about shopping, retail, and e-commerce as door openers, often via email or phone calls. Souza notes that phone calls are effective if there is a direct connection, but cold-calling main lines is less fruitful. There is a strong demand for information on how to adapt, be agile, and learn from global markets ahead in recovery.

Content and Insights Strategy

Integer Group's insight and strategy team distills research and trends to provide focused, actionable insights for different types of clients (retailers, direct-to-consumer, manufacturers). The agency produces content that aims to make a difference, such as a downloadable retailer kit with signage and decals promoting social distancing, and an app with Snapchat filters to discourage face-touching during the pandemic. These initiatives are designed to both support clients and contribute to public health efforts.

Advice for Other Agencies

Souza advises business development directors at small to medium agencies to stay alert for sectors on the verge of reopening, prioritize listening over selling, and focus on building relationships for long-term positioning. She emphasizes the importance of being aware of the changing environment and continuing to nurture connections, even if immediate leads are scarce.

Key Takeaways

• ​Focus on building genuine relationships and understanding client needs.
• ​Adapt processes to be more flexible and authentic in virtual environments.
• ​Use relevant, actionable content as a conversation starter.
• ​Leverage internal teams to distill insights and create impactful resources.
• ​Prioritize listening and long-term relationship-building over aggressive selling during uncertain times.