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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.

February 2013

Estimated Reading Time: 60 Seconds

60-Second Articles:

1. Didn’t Buy A Super Bowl Ad? Why You May Be Smarter And Richer For It

2. Essential Thinking About Your Competition

3. The 60 Second Close: Can Colossal Ad Budgets Guarantee Success?

1. Didn’t Buy A Super Bowl Ad? Why You May Be Smarter And Richer For It

• Wish you were one of those advertisers bathing in the glory of one of those $4 million ads that aired during the big game? Actually, you’re probably smarter and richer for not doing it.

• Investing $4 million in a 30-second TV commercial (plus the huge production costs) is not a wise business decision because:

  • Advertisers rarely see a long-term increase in sales as a result of this huge investment. Pepsi’s huge expenditure – commercials and their $50 million half-time sponsorship – isn’t going to make a dent in the current cola wars.

  • At least one week after the game, most of the ads that aired are forgotten and the “buzz” disappears.

  • The ads create consumer confusion: Which beverage or car was that?

  • Humor and the cute factor, which is a big part of the ads, do not resonate with everyone. Sometimes the gimmicks or characters are remembered – but not the actual product.

  • The expense of the ads and even the creative message can leave your company open to criticism from various interest groups. Some commercials were getting bad publicity two weeks prior to the game even being played.

  • The dollars spent on the Super Bowl ad can create employee and shareholder dissention about the company’s budgeting priorities.

• When promoting a product on a single-event platform cluttered with other mega-produced spots – with little hope of moving the sales needle – not spending the $4 million is a wise business decision. You are smarter and richer for it.

2. Essential Thinking About Your Competition?

• Sustaining a successful business includes knowing everything about your competition.

• Most companies don’t take the time to truly think about their competition, and that’s a huge mistake – and a potential risk of your customers flocking to competitors for something you weren’t aware of.

• When it comes to your competition, there are three issues to think about:
  1. Who are your local competitors that are taking the most market share away from you?
  2. What makes them successful?
  3. Who are your favorite leaders in your business segment? What do they offer that makes their customers loyal? What are they doing that you admire?
• Studying your competition gives you a chance to set a benchmark for performance and an opportunity to stay ahead by re-evaluating your strengths and weaknesses and offering better products and services.

3. The 60-Second Close: Can Colossal Ad Budgets Guarantee Success??

• With all the brand awareness and advertising dollars in the world, success and a return on your investment are never guaranteed. There are too many factors that can affect the marketing mix.

• Though your business may not be the size or category where a Super Bowl ad would be considered, you have a much better chance for success with your marketing efforts simply by analyzing the manner in which the two teams got to the top – by being committed to building a championship team from the top down and having a playbook that defines culture and winning at every position.

• If your company wants to move up in the category standings to championship status and wants a winning playbook, then give us a call. We can help drive sales, convert leads and ring registers. And, we can help you get there faster … and better than ever.

January 2013

Estimated Reading Time: 60 Seconds

60-Second Articles:

1. The Eight Most Important Marketing Realities For 2013

2. Why Your Company Needs To Write Its Own Top-Ten List

3. The 60-Second Close: Are You Continuing To Do The Same As Last Year?

1. The Eight Most Important Marketing Realities For 2013

• A new year brings a new set of challenges that make marketing your business even more complex than ever.

• Successfully increasing your sales requires the use of simple, effective marketing strategies – not a “jump-on-the-bandwagon” strategy.

• Here are “the eight most important marketing realities that will impact your business and affect your customers like never before:

1. Hiring And Training: The Essential Marketing Tactic

   • A successful marketing program begins with the staff – starting with the person answering the phone. Employees are a company’s biggest marketing asset, which makes hiring and training an essential marketing tactic for your success.

2. Brand Story: Differentiation Among Category Clutter

   • How does your company stand out from the competition? What encourages customers to talk about and remember your company for future purchases? What is your company’s story?

   • To successfully set your business apart, your marketing strategy must include the development of a communications program that spreads the story of your business.

3. Leadership: Planning For Tomorrow

   • In every business there is a direct relationship between profits and company leadership. Leaders are the face, personality and culture of the company. They have a vision of the kind of success they want and develop plans to achieve it. No matter how successful the company is, leaders are always prepared to face the competition and are focused on competing for tomorrow rather than for today.

4. Wow: Random Acts Of Customer Kindness

   • What do you do to exceed your customers’ expectations and “wow” them with great experiences? Making “wow” a marketing tactic at every customer touchpoint of your business ensures long-term customer loyalty.

5. Advertising: Still The Top Marketing Strategy

   • Despite what pundits say, traditional advertising – print, billboard, direct mail, radio and TV – is still the most effective way to increase your sales.

6. Explosion Of Mobile Marketing: How It Affects Your Business

   • Before diving into mobile marketing, understand how your customers will use their smartphones with regards to your business. This crucial step will clarify your company’s mobile needs and save you time and money.

     • Can customers find you when they do a mobile search?

     • Do you need a mobile website or smartphone application?

     • Should you integrate text messaging into your marketing plan?

7. Search Engine Stability: Focal Point For Online Success

   • Developing a first-page presence on Google for keyword search phrases used by your customers or clients will continue to be a crucial awareness factor for your company.

   • Consumers visit your website for specifics, then search various social media channels for reviews and testimonials about your product or service.

8. Don’t Stand Still: Be Creative, Innovative And Take Risks

   • Creativity, innovation and the ability to take risks will move your business forward, otherwise it stands still. Take a look at your products and services. Can you super-size or down-size them? Can you develop product extensions for new markets?

2. Why Your Company Needs To Write Its Own Top-Ten List?

• There’s a reason that people are fascinated with lists: They’re easy to read, easy to remember and easy to talk about.

• Lists play an important role in your company’s marketing efforts by educating people in an easy format about the value of your product or service. Does your company have a top-ten list of the things that set your company apart from others?

• Top-ten lists give you and your staff the ability to easily verbalize how your company stands out from the competition – especially if you’re in a business sector that’s full of similarity.

3. The 60-Second Close: Are You Continuing To Do The Same As Last Year?

• Does it sound absurd for an advertising agency to talk about leadership, staffing, top-ten lists and other areas that are not usually what a normal ad agency does? We don’t think so. We believe that marketing is everything and that every aspect of your business is involved in marketing.

• We can do the pretty pictures, but marketing your business is much more than that – it’s an overall approach. If you’ve been doing the same thing year after year and expecting different results, maybe it’s time for an overall business approach to your marketing. If so, then call us. We can get you there … faster than ever.

December 2012

Estimated Reading Time: 60 Seconds

60-Second Articles:

1. Leadership: The New Face Of Marketing

2.Social Media Fast Facts

3.The 60-Second Close: A New Year And New Leadership Opportunities

1. Leadership: The New Face Of Marketing

• Leadership – how you lead the business or the department you manage – is the new face of marketing.

• It’s not the campaigns, media buys or the “top 50 ways to increase sales” that will sustain your business long-term; it’s your leadership qualities and the culture instilled in your team. The degree of success for your business rests solely within you and your leadership qualities.

• Leaders have visions of the kind of success they want for their companies and develop plans to reach that success. They are acutely aware of their company’s position in the marketplace and no matter how successfully the company operates, they’re readily prepared to face the threats of competitors with better offerings. For that reason, good leaders work on competing for tomorrow rather than for today.

  Leaders are the face, personality and culture of the company. Their beliefs are marketed through their profiles in the community and through their teams’ interactions with customers.

• In every business – this one fact can be sure – there is a direct relationship between profits and company leadership.

2. Social Media Fast Facts

• Much like Facebook started out with personal pages and then moved toward companies having corporate pages, Pinterest has taken the same path, announcing that businesses can sign up for their own business accounts by converting their existing user accounts. Business users will have access to new features making it easier to showcase products and services.

• According to recent research, more than 70 percent of corporate Facebook pages were inactive during October, meaning no posts and no customer interaction. Some categories were more active, such as restaurants/cafes with nearly 55 percent posting between six and 99 updates throughout month. (Sources: Recommend.ly and bizreport.com)

3. The 60-Second Close: A New Year And New Leadership Opportunities

• Over the years, the San Diego PR team has been the recipient of a myriad of awards, from national marketing prizes to local honors. But it’s the friends we have made and the partnerships we have formed that have made the real difference in the success of our organization.

• We’re proud of the leadership we have been able to provide to such organizations as the Building Industry Association, the Public Relations Society of America, the South County Economic Development Council, the Convention and Visitors Bureau, Accion, and the Old Town San Diego Chamber of Commerce, among others.

• As we move into 2013, we look forward to continuing our partnerships with those in the travel and tourism industry, construction and real estate sectors with one overarching goal — to provide the leadership needed to keep our San Diego economy strong and vibrant. We look forward to the journey and invite you to join us. Together we will get there faster than ever.