60-Second Impact: March Madness

March 2013

Estimated Reading Time: 60 Seconds

60-Second Articles:

1. Once Upon A Time: If Your Company Could Tell A Story

2. The Importance Of Evaluating Your Advertising Campaigns

3. The 60-Second Close: What To Do If It’s Not Working

1. Once Upon A Time: If Your Company Could Tell A Story

• W Everyone knows those famous words, “Once upon a time.” Being told stories as kids is one of the first major events in our early lives that leave an ever-lasting impression. Businesses are finally realizing that stories are an important part of a marketing plan because they’re remembered. A well-communicated, interesting story about your company lasts longer than a typical ad or a brochure.

• If your company could tell a story, what would it be? Would it take a history-of-the-company angle or a differentiation-of-product approach? Would you connect with potential customers by telling them interesting things about your employees or your special culture?

• Developing a company story is one of those easier-said-than-done exercises – but the reward is great, simply because your customers will remember you. A sound marketing plan isn’t enough. Being successful takes a great story that defines and differentiates your business and is incorporated into your plan.

2. The Importance Of Evaluating Your Advertising Campaigns

• Prior to the Internet age, it was difficult to know whether your advertising was working – you’d have to stop and then you’d really find out.

• Today is much different. Companies are in a race to obtain and nurture the best sales leads possible. To achieve that, advertising is focused on multi-platform usage, leading the potential customer (B2B or B2C) on an online path that encourages various actions and responses.

• Now, a variety of measurement tools (Google Analytics, Eloqua and Marketo) can analyze the interaction of every element of your marketing campaign and determine if the budget allocation was effective and met ROI objectives.

• The advent of true “interaction” advertising – sending consumers to the Internet to engage in a series of online events on various platforms – is all measureable and designed to determine the quality of the lead and follow-up efforts.
  Today, there’s no excuse for not knowing how well your advertising is performing and if your dollars are being spent effectively.

3. The 60-Second Close: What To Do If It’s Not Working

• Companies can’t afford to run marketing programs that don’t ultimately ring the register and meet your return-on-investment objectives. Fortunately, the expertise and programs are available to determine what elements of your marketing mix are stronger than others.

• Every campaign you run should be questioned and critically analyzed. What worked, what didn’t? How can it be better?

• If you’d like a second opinion on your current strategy, how it “measures” up and if it can be done better, then give us a call. We can help you increase your customer base, convert leads, drive sales and ring registers – and we can help you get there faster … and better than ever.