Why is Communication Important in Marketing?

Agencies Are From Mercury, Clients Are From Jupiter

All healthy relationships are built on one important factor: good communication. The trick, of course, is figuring out what specific type of communication is most effective for both parties involved. Sure, our headline is a riff on a popular self-help title that addresses how romantic partners may differ in communication styles and need. (That would be John Gray’s “Men Are From Mars, Women Are From Venus”.) But a similar approach could be used in the relationship between marketing agency and client. Sidenote: We considered using love languages as a starting point, but that just got too weird.

So, why is communication important in marketing?

Setting Your Relationship Up for Success

It can be helpful to put the desired outcome of a healthy relationship front and center. What are you trying to achieve? In a romantic relationship, the ultimate goal may be to build a family. For the professional relationship between advertising/marketing firm and senior living community, it boils down to is this: Every successful marketing or advertising campaign starts with a strong partnership between client and agency. While we at Angell Marketing bring creativity, strategy and execution to the table, clients who get the best results understand their role — from initial meeting through execution of a plan year — is just as important.

One of the most critical steps in building that partnership is the discovery session — the first deep conversation we have with our client (YOU!) about your brand, goals, challenges and opportunities. When both agency and client come to this session prepared, it sets the stage for an efficient process, stronger strategy, more targeted creative work and better outcomes.

That Critical First DatE

Here’s how to make the most of your time with your agency from the very first date, um, discovery session.

Know your goals. A great discovery session begins with clarity. Ask yourself: What does success look like? Is it increased brand awareness, lead generation, sales growth or something else?

Defining your goals early ensures clear expectations in marketing and helps in aligning goals with clients. And, if you are having trouble defining your goals, not to worry. We can build this dialogue into your discovery session and help you set your targets.

What are the numbers? Do you have specific targets, timelines or budget parameters?

Even if your goals feel high level, sharing them early helps your agency shape a strategy that’s laser-focused on what matters to you.
Come with questions. Your agency is here to guide you, and you can bet we are going to come to the table with many questions. So bring yours! Curiosity is foundational to the relationship. Some food for thought:

– How does the agency approach strategic planning?

– What is the process and timeline to keep projects moving?

– What does the creative process look like?

– How will success be measured?

– What are some examples of successful campaigns?

– Given what we shared with you so far, what do you think our biggest hurdle is going to be?

Asking questions of your agency not only helps you understand how we work but also ensures we’re aligned on expectations from the start.
Share what you know. Angell Marketing’s experience in marketing senior living is deep, but you know your community better than anyone.

Be ready to bring insights and context to the discovery session. Yes, we can do research on your PMA, and we can bring our perspectives and opinions about what does or should work for you. But we want to know what your thoughts are on things like: What differentiates you from your competitors? What do your residents love about the community? What do they wish was different?

Be ready to share your brand’s history, values and vision for the future. Tell us what you think has worked and hasn’t worked in the past and why. It pays to be specific so we can gain a clear understanding of who you are and where you want to go.

This openness supports collaboration in marketing and building trust with clients. The more you share, the faster we can create campaigns that feel authentic and hit the mark.
And share what you have. Gather all of your collateral material, sales pieces, print advertising, activities calendars, resident communication, even your dining menus.

Your agency will want to see how your brand is translating across channels and tactics. We want your thoughts on which pieces of creative you like and why — and which you don’t. Think about what might be missing in your sales packet. Your agency will review these materials without judgment. Collecting these materials gives us a baseline for where you are now and what you might need from a creative standpoint to get you toward your ultimate goal.
Get ready to dig deep. Often, one of the first things we at Angell Marketing will recommend is a focus group with residents and community team members.

The discovery session is almost like a preamble to that exercise because it gives us an opportunity to find out what you as the leadership of the organization feel is important when it comes to your brand.

Even the most creative campaign will underperform if it’s built on a shaky brand foundation. If your positioning (what sets you apart) and messaging (how you talk about it) are unclear, you risk sending mixed signals to your audience.

Come to your discovery session ready to share the following with your agency:

– Your core brand promise: What do you want to be known for?

– Your key audience segments: Who you’re currently speaking to, and what matters most to them.

– Your tone of voice: Are you professional and authoritative? Warm and approachable? Playful and disruptive?

– Your brand proof points: What do you do better than your competition? What tangible evidence supports your claims?

If these elements aren’t fully defined yet, be up front about it. We will help refine all of these elements, but knowing where you stand now helps us determine the best approach as we move forward.
Be honest about challenges. No brand is perfect, and that’s OK. If there are obstacles — budget constraints, internal approval processes, past missteps — tell us. Knowing potential hurdles up front means we can plan around them instead of reacting to them mid-plan.
Think commitment, not a fling. The best results come from ongoing collaboration (and a committed relationship), trust, and transparency.

When both sides are invested, we can work as an extension of your team — anticipating needs, adapting to changes and delivering work that truly moves the needle. This is where transparency in client relationships really matters.

Let’s Get Hitched

A well-prepared discovery session is more than a meeting — it’s the foundation for a productive, creative and successful agency-client partnership. When your community team comes with clear goals, thoughtful questions and open communication, you help your agency do its best work for you.

If you’re ready to explore what’s possible for your brand, we’re ready to discover it with you.