RedRover Shows Growth Strategy With Hire of Latourette

It might seem counterintuitive that a small Memphis marketing and communications agency like RedRover Co. LLC is adding to its staff at a time of economic uncertainty and palpable fear in the business world. RedRover recently brought Cynthia Latourette on board as a marketing coordinator and account executive.

But the new hire makes sense when considering the company’s mission in the first place.

“The main reason why Lori (Turner, managing partner of RedRover’s Memphis office) needed an additional person here was because she is really on an aggressive growth plan,” said Latourette, who came to RedRover from Acxiom Corp. where she was an industry marketer and account executive. “And, of course, she can’t do it alone.

“So she created a new position and really I kind of run the office while she’s out selling and searching out new clients and so forth. I also serve as an account executive for some of our clients.”

Part of the firm

When the economy goes sour and the bottom line starts getting closer into view, marketing and advertising budgets often are among the first expenses to get slashed. RedRover, on the other hand, considers its business almost recession-proof, and Latourette’s addition to the company is indicative of its simple but effective strategy.

The marketing agency’s mission makes the firm almost an extension of its clients’ sales teams as opposed to only developing a one-time advertising product and related strategy. Even the company’s name evokes its mission of providing “breakthrough marketing and communications,” as the firm advertises.

Red Rover also is the name of a childhood game in which two lines of players hold hands, with each line of players facing each other. When a player from the other side is called, they must try to break through the other team’s line of players. Hence, the breakthrough metaphor.

“We focus on sales and sales development support and what the clients’ strategies and goals are to grow their business,” Latourette said. “I think when the economy turns and people are looking to cut corners, really the last thing they’re going to cut are things that impact sales and business goals and strategies. So, in a way, I think it works for us.

“RedRover probably goes a little bit deeper in looking at each business and how we can solve their business problems as opposed to just putting together a really slick advertising campaign.”

Strong talent

Turner agreed the company dives in to its clients’ situations to a more targeted degree than other local ad firms usually do and said that Latourette would help continue that effort. RedRover, housed in the EmergeMemphis business incubator in Downtown Memphis, has a diverse group of clients that includes Grinder Haizlip Construction Co. Inc., The Med Foundation and Harbor of Health.

The firm’s client list has swelled since the company joined EmergeMemphis, and Latourette’s hire is indicative that the growing will continue.

“Our growth strategy is centered around identifying and recruiting the strongest talent in the market, and Cynthia fits the bill,” Turner said. “She brings an enormous depth of knowledge in direct and e-mail marketing, in addition to advertising. She also has a strong client-side background, making her an exceptional fit for our firm and clients.

“One of our primary differentiators is our ability and desire to dive in and understand a client’s business in a level of depth not seen at more traditional ad agencies, helping with business strategy and sharing accountability for their growth and success. It takes someone who has spent years in the client’s shoes to do that effectively.”