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 Complete Marketing Advertising Internet Solutions
Reasons For You To Continue On This Site:
- Multi-million dollar marketing campaigns developed, launched, and managed.
- Business turn-arounds executed within months.
- New products developed and launched.
- Membership levels brought to record levels.
- Team-level marketing expertise raised.
- Traditional, offline media enhanced with new digital, online strategies.
- Strategic contributions made at boardroom level.
- Individual competencies coached to new levels.
For advice, search the web.
For fresh perspectives, look inside.
For results, contact us.
Fresh Perspectives
NEW! RESEARCH: IT'S ABOUT THE QUESTIONS, NOT THE ANSWERS
This is filed under the topic "counter-intuitive" marketing. In my experience, research is about asking the right questions in the right way. Do this and the answers will come.
Organizations often don't dig deeply enough into what they really want to accomplish and consequently don't ask the right questions. They get data that fills impressive presentation portfolios that lie on shelves gathering dust rather than solving business problems.
Research is a cost. The only thing that conducting research guarantees is that a cost will be incurred. Research is not a solution to a business problem but rather part of the path to a solution.
So, how do we use research effectively to help solve business problems?
You do this by asking the right questions in a 3-step process that begins at the "end."
The end is the business goal you want to reach. For example, you want to reverse membership declines and establish consistent, sustainable net member growth of 2%-3% per year. In this way you are rooted in results.
Next, identify all areas in which actionable information will guide decisions. At this step it is important to follow the web of implications for any piece of new information. For example, the decision to evaluate current member satisfaction raises the question of what prospective members want. Will prospective members be identical to current members in their wants and needs? Using this process, you develop a research strategy rooted in the business objective.
Finally, let the research strategy
determine the research approach or tactic.
All of this is to ensure that the right questions are asked. You want to avoid the following: You are approached after the research is completed and someone says, "I thought you were going to ask this question" (which wasn't asked) or "We should have asked that question." Or, even worse, you have data that does not address your business goal.
DEMOLISH YOUR PROBLEMS
Why wait to have your marketing plans implemented? We can dedicate an entire account team, consisting of professionals from every discipline, to implement your marketing plan. Graphics, design, copy, photography, cost estimates - don't wait an moment extra. Use this exclusive service to demolish your problems and move to solutions in the fastest possible time.
THINK BEFORE YOU ACT
For every business problem, first ask yourself, "Does it make sense? Are there any hidden weaknesses? What don't I know that I should know? Is it optimized or can it be improved?"
These are the type of questions we answer, and our answers can reduce your risk and save you money. Our answers are logically developed, creatively explored, clearly written, and precisely stated.
Every business problem has multiple solutions. We seek to achieve "Speed to Solution," that is, desired results in the shortest time. To accomplish this, we apply these three core disciplines:
- To think logically and clearly about the challenge, then to express a solution in a logical and clear manner.
- To translate the vision of the solution into practical, hard working marketing and advertising elements.
- To assist in the implementation of the creative solution.
Use this website to find "Speed to Solution" tips that you can't find anywhere else.
Offline to Online Transition Marketing
Enter the Digital Online World
The online world cannot be ignored but it can be mis-managed. There are more options than ever for your marketing budget and time. If you are thinking about adding major online elements to your largely traditional offline marketing program, talk to us first. We know traditional and Internet marketing, and can show you how to make the transition smoothly and profitably.
1. The Internet and Search Engine Marketing (SEM) have changed the way news is released.
News is no longer targeted to a select list of organizations. Today, releases are targeted to specific audiences that represent your ideal target market. They are constructed to be found by someone searching via specific keywords. The new way to refer to these releases is as a news release, not a press release. The purpose of a news release is to lead someone to an action, such as visiting your website or contacting you via phone. News releases are not intended to sell, and “sell copy” is strictly to be avoided. (Reference: http://www.davidmeermanscott.com/documents/New_Rules_of_PR.pdf).
2. How News Releases Are Managed Today
Specialized services exist to manage the news release process. Typically, these services offer a range of options at various costs. Discuss with your agency or advisor which service and options are best suited to your business goals and budget.
Creative Logic Marketing Services uses the most rapidly growing news release service. Let us help you make an impact with a keyword-based, strongly written news release. See example at http://www.marketwire.com/mw/include.do?module=&pageid=667.
3. What Are Journalists Looking For?
One interested journalist can turn your business from obscurity to inventory depletion. Here's what they are looking for, based on comments from a recent Society of Professional Journalists (SPJ) seminar:
- Demonstrate relevance to the journalist's audience quickly and succinctly (i.e. short lead-in headline).
- Be brutally honest and truthful. Do not play with the facts.
- Demonstrate authority.
- Balance a quotation from a business leader with a statement from a typical user or consumer.
- Write in a personal voice to give the story real human interest.
- Begin the vetting process by identifying sources and references.
- Humor doesn't hurt.
The Best Time-Saver: Focus on the Problem, Not the Symptom
What would you do in this situation? The manager of a city club received complaints from several members that the elevators were too slow. The complaints were discussed in the House Committee, and several bids were received to improve the speed of the elevators. The bids were for many thousands of dollars, which were not available in the operating budget.
One staff member viewed the situation differently. She saw it as a personal issue, not a mechanical one. To test her theory, she installed mirrors in the elevators. Once riders had the opportunity to view themselves and others, the complaints disappeared. (Taken from a published story-source unknown.)
The problem was one of boredom, not speed. By focusing on the problem, not the symptom, you stand to save time and money.
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NEW! Executive Coaching
Customized, one-to-one private marketing coaching for the successful executive who wants to master the latest marketing techniques and project a more professional image. We will work on an actual project that will make the sessions more than pay for themselves. Please contact Don for a confidential assessment.
How to Develop And Sell A Winning Marketing
Plan
.
Download this pdf presented at the 2007 Private Club Marketing Association National Conference, and contact me for detailed notes.
Enter the digital online world.
We are transition marketing specialists.
The Press Release is dead.
Enter the world of the News Release.
“He elevated the entire marketing process.” Fred Leone Former President The Yale Club of New York City
“I’ve worked with Don for many years. He’s an absolute fellow professional. It’s been a very rewarding relationship." Merrie Davis, Editor In New York Magazine
“Innate strategic insight and an excellent communicator.” Judy Munroe, CEO Munroe Creative Partners
"Our dining rooms are busier than ever. I truly attribute it to the marketing plan we implemented with you over two years ago.” Gabrielle Keene, General Manager The Williams Club
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