Kevin has always had a way of stumbling into R&A “off the beaten path” projects or things that didn’t align with the core of what we do everyday. So, when R&A client Infinger Furniture, a client since 2003, came to us in 2015 asking if we could build a website that reflected his customer, we were thrust into an odd sort of spot.

At the time, R&A was not in the web technology business. In fact, we were very much in the neutral web technology front encouraging clients to explore all avenues to accomplish their website verses through R&A. Web 1.0 had not be kind to early 2000’s R&A and the limiting access points available didn’t justify the expenses needed on staff. So, as Web 1.0 evolved, we sat it out and by the time Web 2.0 came in we went in on the social front (see last week).

So, when this question was posed in 2015, it seemed very logical for R&A to decline. In fact, an R&A comprised of Kyle and Rick Doran decision making would say no. However, the youngest Doran member is always curious about expanding his craft and loves to build up new things. So, as has become the true R&A mantra, Kevin Doran said “The answer is YES. Now what’s your question?”

Just like the social media before, Kevin dug his heels in and started to figure out what we could do to help make this ask from Infinger come to life. What Kevin began to uncover, and subsequently utilize, was that the evolution of Web 2.0 to Web 3.0 had the potential to very kind to R&A verses Web 1.0. The kindness came from four unique things:

• Software had come to run the day with open source technology verses needing to develop the software to run the engine.
• Access to high level computing and marketing tools was a subscription away with an easy to use front page interface.
• The same technology that powered social platforms like Twitter, Facebook and Instagram had created an open web that made access easier.
• The tech had developed so much that marketers like ourselves who utilized engines like InDesign, Photoshop and Illustrator could leverage the technology to help paint a picture with the back end software up to date.

Needless to say Kevin went to work and kept going to work. Was it perfect from day 1? Absolutely not. However, because of us choosing to create a one off solution for a retailer it meant that each iteration, new version and remake wouldn’t hurt any other client and in turn advance that clients infrastructure. In a way, a harken back to Dads philosophy of “if you can’t see the fashion…it ain’t worth it. It was more about making the web environment fit the client verses having the client fit into the environment.

While all of this was going on, another interesting development was occurring within the industry. Speciality programs and one off software solutions began to pop up. These speciality solutions began to cause the amount of subscriptions increase in an advertising budget while the available media dollars began to shrink. Makes it hard when those tools need eyeballs and traffic to perform their true function. Having budgets comprised of 40% towards subscriptions with only 60% dedicated toward media is a 1 way recipe for failure. Something needed to change.

In working on each of these new tools for Infinger and many clients after it, we discovered that the same “stuff” that was monopolizing our clients fees was available the same way the website stuff was. We could be marketers who were leveraging technology to help our clients.

The ultimate merge of my strategy mindset had finally met the inquiring mind of Kevin to create a solution that allowed the retailer to express who they are for a cost that didn’t break their bank.

It’s a good thing too we identified our first real holistic “Yes We Can” service offering because what was going to happen in the Spring of 2020 was going to challenge the future of R&A and the world of marketing more than any of us could of imagined.

Part 1 – So you want to be my ad guy uh?

Part 2 – If you can’t see the fashion it ain’t worth it!

Part 3 – He’s the cheapest and most passionate option you got

Part 4 – Yea he can play with his little social toys

Part 5 – You get my customer. Can you make it work online?

Part 6 – How bad do you want this boys? – June 15th