A running joke among the professionals at ThomasArts is that they work for the largest ad agency in Farmington.
The irony, of course, is that ThomasArts is the only ad agency in Farmington, Utah. Founder and President Dave Thomas gets the last laugh, however, when he points out that the company he founded just six years ago is now the largest local advertising and marketing company in the entire state of Utah.
Thomas credits that success to knowing what motivates 21st century consumers and delivering what they want directly to them.
“The 21st century consumer is driven primarily by three factors,” said Thomas in a recent interview with the Davis Chamber. “Those three factors are a scarcity of cash, a scarcity of time, and a scarcity of energy.
“When you throw all those things together, you’ve got a consumer then who is looking for value, doesn’t have a lot of time to spend on any sort of purchases, and is going to be careful about where they have to drive.”
Given those realities of modern consumerism, Thomas and his creative team of writers, editors, designers, and researches know exactly where and how to connect with their clients’ audience. The answer is as complex as the people they must reach.
“They are doing more (shopping) at home, at work, on the Internet, or on their PDA. You have to be able to reach them on a variety of platforms. You used to be able to reach them with television, radio, newspaper, or direct mail. Now you have to add new media into that and you have to consider the ease of purchase across all platforms as well.
“That is the 21st century consumer,” said Thomas. “And our 21st century model goes after them across all those platforms.”
Thomas and his team know that those platforms also make it necessary for them to compete for business on a global scale.
They not only face competition from agencies in New York and Los Angeles, they now have competition from as far away as Bangalore and Beijing as well.
Thomas has successfully developed a three-pronged strategy to match that challenge.
“We have been able to compete with Fortune 20 companies because we have speed to market, a quality product to sale, and we can deliver speed and quality at a very competitive price,” he said.
Thomas said it used to be enough just to deliver on any two of those three elements, but not anymore.
“The new model is, you need all three. We compete against national agencies because we’ve got all three and they don’t.”
Thomas further explained that his company is able to compete against lower priced international agencies because of the innovation-edge ThomasArts has over its global competition.
Included in that cutting edge advantage is a proprietary software package that allows clients to market on a massive scale, yet with highly individualized materials.
“That is the sort of innovation that is going to keep American communication companies at the forefront,” said Thomas.
It is clear that under Dave Thomas’ direction, the biggest advertising agency in Farmington is set to lead the way.
Tune to Davis Cable Channel 17 to see the entire interview with Dave Thomas. The “Secrets of My Success” series is also available via webcast at www.daviscable17.com.