David Rodnitzky is the CEO of 3Q Digital, which just underwent a name change from PPC Associates. 3Q Digital is a leading online growth agency for innovative companies. The Makegood recently spoke with David about the arduous process of re-branding and the reasons behind his decision to go through with it.
The Makegood: You recently re-branded to 3Q Digital from PPC Associates. What was the reason for this change and what do you hope to gain from it?
When we started the agency, we offered 100% PPC, 100% of the time. Today, we have subject-matter experts in several areas of online marketing – SEM, SEO, Display, Social, Creative, and Analytics – so we really weren’t representing the breadth of our services by calling ourselves PPC Associates. We felt like we had built up a lot of positive brand equity in PPC Associates, so it was definitely hard to let it go, but at the same time, we realized that every day we delayed making a change would make the transition all the more difficult.
The Makegood: Can you explain the new company title, what went into it, and why you felt it was the best to change to?
We talk internally about the notion that it takes “3Qs” to provide amazing service and results to a client. The first ‘Q’ is “execution intelligence”, or XQ – it means completely work on time and error-free. The second Q is “IQ”, which means what it means in everyday life – being really smart about our work. In our case, that means hiring experts who know more about their area of marketing than anyone else on the planet. And the last Q is “EQ” which is “emotional intelligence.” EQ is ultimately about providing amazing service to clients and treating relationships as partnerships. We did have some other names that we considered – the runner-up was EIX – but at the end of the day we let our team vote on what name they liked the most and 3Q Digital won in a landslide.
The Makegood: How have your products and processes changed with the re-brand?
The products and processes haven’t changed; rather, the brand has changed to reflect the current suite of products and processes. We see ourselves as a digital direct response agency, which means that its our job to identify and execute on any digital media opportunity that is going to drive positive ROI for our clients. The brand now reflects that.
The Makegood: Was it a tough decision to change direction like this? What potential challenges do you see stemming from this change?
It was very tough. Frankly, we’ve seen tremendous growth from word-of-mouth as PPC Associates. Our annual growth since inception has been 95% a year and we only hired our first sales person two months ago! So there was definitely a good argument to be made to not change the name and just keep riding the wave. That said, I think our core service offerings had already changed to the point that the name no longer fit, so it really felt like a name change was the only logical choice. In terms of challenges, we’ve already had to overcome a lot of them during this process – Web re-design, legal issues, HR issues, passwords and of course transferring the brand value of PPC Associates into the 3Q Digital. I would definitely say that changing your name is not for the faint of heart and is not something you can do in a few weeks – it takes many, many months and many dedicated people to make it work properly.
The Makegood: There is data that points towards 3Q as one of the leading digital marketing companies around, what went into this company’s growth and how do you see it expanding further into the future?
First of all, thank you for saying that – that’s very nice to hear! I try to worry about three things at 3Q – Net Promoter Score – a measure of client satisfaction; Internal Net Promoter Score – a measure of team satisfaction; and company ROI – a measure of whether we are running the business well. I think if a company takes care of those three things – especially a company in the service space – good things will happen. And that’s basically what’s driven our growth; every day we get inbound leads from existing clients (and often former clients) introducing us to their friends at other companies. By keeping clients and team members happy, they become our best salespeople and spread the word about what we are doing to others. My goal is to just keep this train on the tracks – if we can scale without sacrificing service to clients or environment to team members, I don’t see why we can’t continue to grow at the rate we’ve historical seen.
The Makegood: Thank you, David