We’re the first Nashville marketing agency to apply growth marketing principles — including the process of systematic experimentation and measurement — to all core agency disciplines.
TOP = Test + Optimize + Perform
From The Gulch to Crieve Hall, we help Nashville companies market at scale
With our boot heels dug deep into Nashville’s soil, many of the most innovative companies and founders come through our doors to offer us a front row seat to their next big launch. Not only do we have a tight grasp on the latest marketing trends, we’re always the first to move on emerging digital marketing and social media platforms.
From the very beginning of any client relationship, we make sure we collaborate closely with your internal brand team to align on key messages or help you to uncover any unforeseen white space separating you from your competitors. Rather than relying on solely broadcasting our message to people who may or may not be listening, we prioritize the people who want to listen, their needs and their specific use cases in order to break through the noise.
If you need meticulous research done in order to understand your competitive strengths and weaknesses in the marketplace, we’re a group of experts in social media listening, focus groups, surveys and mass media analysis to find the best angles to attack the competition.
If you need world-class digital marketing that can also be integrated flawlessly with non-digital methods, out team of landing page optimizers, keyword researchers, and pay-per-click experts work closely with out-of-home planners, broadcast media buyers, and our full creative team for a truly and fully integrated marketing experience.
If your brand needs to drive more conversions, we’re able to create psychological triggers, sticky content, and leverage the effectiveness of calendar-based marketing in order to activate key emotions — prompting consumers, customers, and essential influencers to take action as soon as possible.
Starting and growing our company in Nashville means we were able to learn from the best startups from Music Valley, The Gluch, Sobro, and all over Music City. We use principles from agile software development in order to work in a sequence of systematic spurts that are aligned to key drive periods. Using this approach allows us to achieve high productivity while still being able to course correct quickly and confidently.
This all results in a Nashville marketing agency with the ambition of a fast-growing startup and the global cadence of a top performing enterprise. Let’s meet for a coffee and some pastries and then go on to create some amazing and innovative marketing campaigns together.
We are full-service
Here at TOP, our expertise spans across over 35 disciplines all organized into 7 functional groups: advertising, branding, commerce, communications, creative, digital, and growth. Rather than operating independently in different silos, our Nashville team structures it work keeping in mind the end of cross functionality with a common set of processes and metrics.
We are data-driven
We discern the power of data and its ability to reveal answers if you look hard enough and ask the correct questions. Everything we create, we A/B test — from our PR pitches, to brand messaging guidelines, to digital landing pages. We love sharing this data with our Nashville clients, as they too understand that better data leads to better insights. There is no optimization without measurement.
We are growth-focused
We're Nashville's first marketing agency to also apply growth marketing principles — including the process of systematic measurement and experimentation — to each core agency discipline. It's less about climbing faster that our Nashville competitors, and more about ensuring our ladder is up against the right wall. This growth-focused process is what TOP embodies from the very beginning. Here at TOP, we Test, Optimize, and Perform at scale.
We have global reach
We've had a key role in integrating marketing campaigns in more than 25 countries on six different continents. We have a guiding hand in most leading markets across the world. We're one of the few Nashville marketing agencies that's able to pinpoint a target audience in Nashville and then beam our optimized message to São Paulo, Hong Kong, London, and Sydney.
We work as one team
Working with TOP across all disciplines from multiple countries means you get more than just an introductory email to an adjacent team that barely understands your brand — or what happens outside of Nashville's process. From Nashville to Sydney, our team works as one — from our project management approach to our global execution to our quarterly P&L statements.
We love Nashville brands
We start each day by asking ourselves one simple and specific question: if marketing agencies never existed, how would we use the tools and technology available to us today in order to create an agency for the very first time?
We believe in the power of great storytelling with rigorous testing, regardless of which marketing agency discipline we work in. Every day, our Nashville marketing teams conduct multivariate testing of key stories and messaging (multidimensional A/B testing), analyzing conversion rates, and scaling up engaging story ideas and key messages in order to reach key KPIs and achieve higher ROI. Our clients are always excited to view our insights into their optimal product story from the results of our data-driven approach and multivariate testing.
Our Nashville agency makes sure to remain channel and platform agnostic. Check in with us randomly and you’ll find us filming a new viral video for a wearables startup, rebranding a global CPG brand, planning out SEO strategy for a local brick-and-mortar B2B business, managing a new SaaS company’s social media presence, or organizing a world-changing CSR campaign.
Just because we work in the hear of Nashville’s business hub doesn’t mean we spend all day stuck inside and behind a screen. Our experiential marketing and events planning team actively hosts everything from viral man-on-the-street style stunts to million dollar conferences — always keeping the customer or consumer experience as a priority.
What is your marketing agency’s approach to day-to-day client management for Nashville brands?
Our account management systems, procedures, and teams are all built around four fundamental principles: proactivity, responsiveness, flexibility, and transparency.
In their entirety, these four principles generate rapid feedback loops with all of our Nashville clients. That's what makes us a famous rapid-strike agency: when a famous Nashville craft beer company came to us asking for help in order to make a global activation with barely two weeks notice — and other agencies were too afraid of the short deadline to take the chance — we instantly reached out to an existing sponsor with a partnership plan, crated a series of video scripts, and responded quickly to brand feedback, mobilizing our film crew in a flexible production schedule with overnight video editing and transparently reporting our progress every step of the way.
How does your marketing agency collaborate with other Nashville agencies?
We collaborate with other agencies in three main ways: as the lead agency, as an agency council member, and by doing fill-in work. Our collaborative and team oriented approach builds trust with our colleagues. We've earned a reputation as a flexible partner that is able to assume new and changing agency roles as circumstances evolve. You'll find us hard at work all day with our Nashville agency partners and then heading over to happy hour together when the day is done.
How do you staff your Nashville marketing teams?
By managing human and technology resources, we're able to ensure the right resources and skill sets are staffed against each initiative. We operate our allocation and management process through a four-step system: holistic brainstorming, task breakdown, resource alignment, and resource allocation.
Throughout every campaign, our Nashville team works closely — usually within the same room in order to promote cohesiveness — to generate an end-to-end result that makes sure to cross disciplinary boundaries. Since we're a unique hybrid of local agency with global reach, we're able to combine vertical integration with the ability to make quick course corrections that simply aren't possible for more traditional agencies.
How do you respond to emerging news stories and cultural trends in Nashville and beyond?
Today's mass and social media are spontaneous by nature and plays a significant role in our every day approach. Our in-house creative, data analytics, and social media teams constantly monitor real-time Twitter hashtags, Google search data, Youtube plays, and news headlines in order to identify trending conversations and map cross-channel insights. Working within the framework of our marketing plan, making course corrections based on what is trending as it's trending, and all the while bringing the conversation back to our core brand messaging goals.
Being on trend means being able to get inspiration from everywhere. Whether our team is catching a performance at the Bluebird Café, or hanging out at the Downtown Sporting Club, you'll find TOP team members all around town, enjoying themselves while constantly observing and taking in information. We send each other Slack messages telling each other of the new things we've discovered and how it can be used in our work. And we're doing it all with the music of Nashville acting as our soundtrack.
How do you onboard new Nashville marketing clients?
We tend to begin our client work with a 21-day onboarding plan custom-tailored to each client. We begin with an onboarding process unique to each discipline and systemized over time. We are also able to understand that every Nashville client and brand has its own needs and concerns and we make sure we remain sensitive to that fact. During the onboarding process, we make sure to take stock of our client's preferences in communication and select the best tools from among our varied selection of technologies in order to fit the client's requests. We establish meeting schedules, a reporting cadence, and key role assignments all to get closer to our goal of being proactive and taking the necessary action steps before you even think to ask.