Marketing and Communication Strategies

2009-04-01T09:52:00.000-07:00

Rants from the Red Room

Please visit our new blog, Rants from the Red Room, for our commentary on the state of the industry, philosophical musings, and maybe just a little ranting.

See ya.

2008-09-17T08:20:00.000-07:00

Stay Tuned!
New newsletter and Marketing Minute coming soon!!!

2008-04-22T10:00:00.000-07:00

Persuasive Marketing
Part 1

Remember your parents' or grandparents' response when you begged for that one “perfect” baseball bat, pair of hip shoes or cool sweater that you HAD to have? You asserted, “I HAVE to have that!” They responded with, “You don’t have to have it, you want it.” Does that conversation seem familiar? What a lesson in persuasive marketing! We can all think of a time when marketing created an urgency of need rather than want by tapping into our emotions.

Effective marketing is ultimately, persuasive marketing. Marketers want to gain your trust, provide you with important information and evoke emotion that motivates you to purchase. The following is the foundation of a marketing program that persuades potential customers to purchase your products or services:

Establish Credibility
The source of information must be above all, credible. Straight forward and clear information from reliable sources establishes credibility and helps readers to believe the marketing message.

Credibility of the source of information is key for persuasive marketing to be successful.

Create Effective Content and Message
The message is based on a positioning statement, planned strategy and evidence to support the message. This is the traditional approach used for marketing writing and communications. The message content and information address the cerebral cortex of the brain to persuade.

A good marketing message provides persuasive data which allows readers to analyze and compare information. Readers usually then determine some decisions or perception (about the product or service), while storing the information.

Appeal to Emotions

Whether it is cultural, psychological, sociological, economical or historical, persuasive marketing must stimulate psychological associations for potential customers. When someone’s emotion is piqued, you have their attention. In the world of marketing, emotions are many times the final decision maker and thus rule purchases.

In order to appeal to a potential customer’s emotion, the marketing message must click with the customer and allow them to create positive associations with your product or service.

This article will be continued in the next edition of the marketing minute, same marketing time, same public relations channel.

2008-04-01T09:41:00.000-07:00

StaySTRONG in a Weak Market

News of economic stress has flowed throughout the media yet dare we say the “R” word? Well, it is well known that the business world is carefully watching economics and key trends worldwide. Marketers take note…don’t turn a blind eye…now is the time to stay STRONG!

One person cannot change the economic conditions of the entire world, state, or even a city. But one person can control his or her response to negative economic trends. What can be perceived by many as a time to cut back, an economic downturn can be the perfect time to make a big impact.

Marketing can make a fantastic impact during uncertain times…the key is to keep marketing strong. Contrary to instinct perhaps to “cut” programs, this is the best time to move forward with well planned and purposeful marketing strategies. It is essential to be smart with your marketing dollars and use them to make an impact.

Keep your marketing (and sales) strong for the long haul during unsure times with the following tips:

Strategize and plan marketing carefully.

Take the time to assess the market and be aware of trends. Changes in consumer spending can be just that.. shifts…not all spending stops. What do consumers want? Provide what your customers will buy….follow trends. If people are spending less each time they shop, perhaps repackaging your product in smaller quantities may be helpful for customers. Now is the time to LISTEN to your customers and RESPOND.

Resist the temptation to discount prices unless it is a well thought out strategy designed to drive traffic for a specific event or promotion. Deep discounting is one marketing strategy that can result in a death spiral for business.

Offer something new and different. Appeal to your customer by providing what they want or need. For example, when fuel is expensive consumers will most likely look for fuel-efficient economy cars or when the housing market is falling, consumers may be more inclined to look for ways to fix their homes rather than buy new ones. Or, consider the 1980’s when airlines created miles-based incentives for travel that changed the industry.

No budget cut backs for marketing! Economic slow downs are not the time for a company to stop their marketing or advertising efforts! If a business does not continue with strong marketing, how will they survive the difficult times? How will new customers find them? Customers need to be assured you are the best choice and are in business for the long haul– no matter the economic conditions.

Go for it! A downturn is a great time to take advantage of decreased “noise” or less advertising. Stand out during this time when other less savvy businesses make a knee-jerk reaction and cut back their advertising and marketing. You may get a bigger bang for your buck and get noticed when competition softens.

History reveals that for marketers who dug in and properly strategized, success was their reward. Now is the time to create a stronger future for your business. During the 1980-82 recession CNN and MTV were founded.

Will your marketing be STRONG? Are you ready to succeed?

2008-03-20T13:45:00.000-07:00

It May Not Be So Easy To Be “Green”

Fears of global warming, increased pollution tainting the earth’s resources and a growing number of environmental issues are capturing the attention of the world.

Mintel, a market research company reported that approximately 12% of the U.S. population can be identified as “True Greens,” or consumers who search for and consistently purchase green products. An additional 68% of the population could be considered “Light Greens,” consumers who buy green product some of the time. Mintel’s study results reveal environmentally-conscious consumers. There may be opportunities for marketers to create touch points with their potential customers and ultimately increase their bottom line by utilizing green marketing, if planned correctly.

Green marketing is a hot trend that is expected to grow as awareness of and concern for environmental issues escalate. Unfortunately there are a number of issues marketers must be aware of prior to embarking on a full-throttle green marketing campaign. Just as with all endeavors, a bit of research will help marketers decide if, how, or even when a green marketing strategy is right for their company.

According to the American Marketing Association, green marketing, also known as ecological marketing or environmental marketing, is the marketing of products that are presumed to be environmentally safe, or that improve, or at least minimize negative effects on the physical environment. This type of marketing could impact the way in which a product is packaged, processed, modified or advertised. Determining an exact definition of green marketing is not a simple task; currently there are varying social, environmental and retail definitions attached to this term.

Companies must avoid “greenwashing,” a marketing technique in which a company claims environmental responsibility, yet has little actually accomplished. Organizations that claim to be green without truly implementing their commitment to the environment will be mistrusted.

This lack of agreement amongst marketers, regulators, environmental activists and others regarding regulations and interpretations of the current Federal Trade Commission (FTC) rulings on the marketing green products is of great concern. In fact, the FTC recently issued warnings to companies taking liberty with environmental-friendly claims in advertising without making a positive environmental impact.

To add to the uncertainty, green consumers are becoming more confused about what actually qualifies a company or product to be considered environmentally friendly. Public skepticism about companies claiming to be environmentally friendly, and especially skepticism within the niche target market consisting of consumers most interested in environmental issues, must be addressed.

A perfect storm is brewing for marketers to create a marketing fiasco for their companies if they do not do their homework. The merging of increased public expectations for companies to be green, and a lack of agreement regarding green marketing standards by consumers, corporations and marketing professionals make it imperative for more businesses to learn about and understand green marketing. The first step may be in expressing an interest and providing links for consumers to learn more. An honest and well-planned effort with input from consumers may provide an even stronger environmental marketing program that benefits the earth and the bottom line.

2008-03-04T13:25:00.000-08:00

Market Your Message

"Information overload" sounds all too familiar in our society. In fact, Basex, a business research firm, has projected that information overload will be the “problem of the year” in 2008. Basex studies office workers and professionals and specifically how their work is accomplished with technology, and has concluded that this particular problem will compromise American productivity up to $650 billion in unnecessary interruptions.

From multiple forms of communications being used simultaneously, to different views on one topic getting sent instantaneously to a single consumer, the information bombardment competes to grab the attention of your target market too. In fact, sitting at a computer for even an hour can be overwhelming with a number of messages being transmitted in a matter of minutes.

According to an article from the New York Times Technology page entitled, “Bits,”* the lost productivity is due to workers grappling with the growing tide of e-mail, instant messages, cell phone calls, wikis, blogs and the like.”

As humans we see the stress in this overload, yet as marketers we must be aware of the competition. Marketing experts know the fierce rivalry to get the market’s attention. Standing out amongst the clutter of messages is getting more challenging than ever.

It is imperative for marketers to be selective in creating their marketing messages. Create a message that gets attention and stands out from the information clutter. Sounds simple, but how?

Yes, there are many contributing factors to creating a breakaway message, but the following are a few basic ideas to help create a break away targeted piece of information.

Create a message that evokes emotion (humor, amazement, etc). Relate to your target market on a human level.

Offer a valuable discount.

Include worthwhile and relevant information to your target market. Provide an incentive for readers to forward your message.

Clearly state a call to action. Even if the sales process for your product or service is lengthy, provide a call to action that starts the process, such as visiting your company web site.

Support your call to action visually.

Offer premium services or special offers to the message recipient.

Make your message visually appealing. Make it pop and stand out. It may be simply using more white space than any other message.

Standing out from this information overload to net your target market’s attention is the first step. Getting and keeping their business is next.

*Steve Lohr. (December 20, 2007). Is Information Overload a $650 Billion Drag on the Economy?

2008-02-15T12:27:00.000-08:00

Be The Brand
Creating a proper branding statement is essential for effective marketing in every type of business. Branding is what sets you apart from the competition. Successful branding needs to be based on something more than your company’s features and benefits; it must make your company stand out from your competition. Your company’s brand is the essence of your company’s marketing and public relations planning.

Resist the temptation to follow your competition's branding. It is imperative your company’s branding make a clear statement that sets you apart.

Make your brand SPEAK to your target market based on what they want. Create expectations and follow through on all brand efforts so your customers are never disappointed or confused when they come into contact with your company product, service or communications.

There are incredible successes that we all look to as setting the bar for branding. Consider the following: Nike, Apple, or Wheaties. Did you get a mental image of each brand? Are there expectations of quality established for each brand? Most likely either one or all of the brands mentioned generated a mental image in your mind of either a logo, color or actual product identity.

Think of the “Wheaties” brand…their branding has built them into “The Breakfast of Champions!” Wheaties are associated with health and success. Athletic success is reinforced with premiere and admired athletes featured on every box. The orange box has been a part of the cereal’s “Be a Winner” branding. Over the years of consistent branding efforts, consumers connect with the brand and know what to expect from the product.

Every marketing strategy and tactic must reinforce your company branding – question everything you do to make sure it fits. Visual branding and image branding efforts must work together to compete for your target market’s attention. Repetition and consistency are imperative for every unique branding strategy.

Look forward to hearing more branding ideas! What is your favorite brand?
Make it a great day!

2008-02-13T11:36:00.000-08:00

Welcome to the MCS Blog!

This blog has been created to inform and exchange ideas, concepts and programs taking place in the world of marketing and public relations. The MCS team consists of a talented group of designers, public relations experts and marketing specialists. For over the past eighteen years we have worked with a numerous companies with branding, logo development, packaging, public relations, marketing and many other programs.

In an effort to get over my personal“uncertainty” of social networking, I offered to provide writing for the MCS blog for awhile. This serves as an opportunity for me to connect and experience this world of social networking first hand (I hope everyone visiting this blog has a positive experience.)

Creative thinking is an integral part of our daily lives at MCS; it is an important part of what we do and who we are. I dare say it is important in everyone’s lives. Creativity is what pushes us with new ideas and concepts. The following are a few creative building activities. I hope they help you in your efforts to “think outside the box!”
Creative
1.) Change your routine! Perhaps listen to a radio station or watch different New show in the morning. Take a different route to work or find a new “mode of transportation” to work.

2.) For one hour take on someone else’s perspective. Perhaps look at things as a teenager, or another demographic group than yours. New perspectives can ignite new thoughts.

3.) Brainstorm with a number of people in the office. Brainstorm new answers to old problems. No criticism allowed at brainstorming sessions!

4.) Ask yourself …is there a different way of doing a certain task? Ask others…is there a more efficient way of accomplishing a daily task?

Theses are just a few ideas to get the ideas rolling on how to get a bit more creative. Do you have some quick Creative building tricks to share? We’d love to hear from you!!!
Meanwhile, be well and be creative!

2007-12-03T09:12:00.000-08:00

Definitions for the New “Social” Networker

Social Media 101

Social Media…it’s the hottest marketing trend that’s gaining traction and attention worldwide. In fact, according to a recent Coremetrics survey, titled, “Face of the New Marketer,” 78% of marketers indicate that social media initiatives give them a leg up over the competition. Yet, some may ask, what exactly is “social media?” And, how should I apply it in my marketing?

The answer to the first question is fairly straightforward, while the answer to the second (how to apply social media in your marketing) will be an evolving answer …and perhaps key topic in future Marketing Minute articles.

First, what is social media? According to the current online dictionaries, social media is defined as anything that uses the Internet to facilitate conversations.

Wikipedia defines social media as “an all encompassing term, defining the activities that come together in a medium using more than one sense of sight, sound, or motion to create displays, picture-sharing opportunities, and connection points through content. Collaborative opportunities to create, post, or react to pictures and videos is critical to social media.”

There are various avenues to share information in social media. Some of the many forms of social media include Internet forums, message boards, blogs, podcasts email, instant messaging, vlogs (video sharing), photo sharing, music sharing and VoIP, or Voice over Internet Protocol.

Within Internet marketing itself, social media is considered the marketing tool that is driven by the users in a collective setting. Audience or reader participation is often a key attribute in social media.

Social media can be broken down into two key processes: Social Media Optimization (SMO), which pertains to tactics webmasters utilize to improve their Web site, blogs or other social media exposure. There a variety of ways to create optimization, such as adding links to a Web site, key word entries and so on.

The other social media process is Social Media Marketing. This aspect of social media includes creating content that gets attention and creates buzz. The more newsworthy or applicable the content is to the user, the better. Standing out and pass along value are important in social media marketing; success in this arena is recognized as when a social media posting takes on a life of its own and becomes “viral” (or shared via the social network by viewers).

As with any marketing strategies, it is important to integrate tactics in order to capture continuity and create greater impact. If social media is not part of your marketing plan, now may be the time for you to integrate it into your plans for 2008! It’s a great time to be social!!

2007-09-24T13:01:00.000-07:00

Promotional Products
A Marketing Strategy That Produces

Most everyone is familiar with promotional product advertising; it is probable that most people own a pen with a company logo on it or a T-shirt from a special event sporting the event logo and/or at least one business logo. Perhaps right now you are sipping your coffee from a cup with a logo! Did you look?

According to the Promotional Products Association International (PPAI), promotional products include “useful or decorative articles of merchandise that are used in marketing and communication programs.” The items are usually imprinted with a company’s logo or message. Premiums, incentives, advertising, specialties, business gifts, awards and commemoratives are also considered promotional products.

Put quite simply, promotional product advertising allows companies to promote their business, services, products and/or brand to their target market. Promotional products have become an integral tactic of many successful marketing programs. In fact, promotional product sales have grown to nearly $18.8 billion in 2006. Steve Slagle, CAE, PPAI president and CEO states, “When used as a key element in the marketing mix, promotional products effectively cut through advertising clutter to create a more positive outlook toward the ad and the brand.”

Promotional products can make such positive impact on a marketing mix because they can engage the senses—the sight of a logo on a coffee cup as well as the feel of the coffee cup. They can also offer solutions to everyday needs, like a promotional pen used to write. And they can provide extended exposure for a brand, such as a hat worn by a customer while jogging, perhaps worn and therefore seen daily. All of these are worthwhile benefits, and all help to create an effective strategy to increase brand exposure.

A study conducted by LJ Market Research for PPAI revealed that respondents’ ability to recall a company’s name on promotional product they had received in the past 12 months was higher (76%) compared to the name of a company from an advertisement they had read in a print publication that week (53.5%). Yes, promotional products can pack a great marketing punch, but it is important that every promotional product is properly researched, planned and produced. Promotional advertising must be incorporated with the company’s target market as well as ultimate goals in mind; they need to be aligned within the organization’s marketing mix in order to reap the greatest return on investment.

Interested in learning more about creating an effective promotional product program for your business? Contact MCS!

2007-08-23T14:07:00.000-07:00

“Send” Your Message

E-mail marketing is considered a leading direct marketing strategy that can effectively communicate an organization’s message to a specific audience. As marketers know, this strategy can be utilized to solidify and build relationships with current customers, in addition to gaining the attention of new customers. The ultimate goal with e-mail marketing is to increase contact with customers to build sales.

According to researchers, it is estimated that in 2006, US businesses spent $400 million on e-mail marketing. Why is e-mail marketing such a popular marketing strategy for so many companies? The following are a few key benefits of this strategy:

It is a low-cost vehicle used to inform clients and potential customers; this yields a strong return on investment if performed correctly.

It offers proactive marketing messaging that pushes a message and encourages customers to action, rather than a stagnant marketing vehicle—such a Web site—which requires that customers seek out a particular business.

E-mailing offers fast delivery, so it can provide customers up-to-the-minute information.

Automation is available, which can allow for consistent and timely e-mail message delivery.

Marketing efforts are targeted to your ideal clients.

E-mailing is environmentally friendly; saving on paper usage.

Hints to improve e-mail strategies:

Keep e-mail marketing messages relevant and targeted toward the recipient(s).

Limit the number of e-mail messages sent to each of your targets. An overabundance of e-mails can create e-mail fatigue.

Encourage e-mail recipients to add their company e-mail addresses to contacts. A most effective tactic is to simplify the process by offering a “click here to add this address to your contact list” button during the opting-in process.

Be very specific and methodical when writing effective e-mail subject lines; they can make or break a recipient’s decision to pass by an e-mail.

Become a trusted, credible e-mail sender with both recipients and major ISP’s.

Resist the temptation to use e-mails for customer surveys. Customers do not want to spend too much time filling out forms, or providing companies endless amounts of information.

Success is at your fingertips…just click “send.”

2007-08-16T12:25:00.000-07:00

MCS Dance Party
Courtesy of Heineken, featuring the Funky Fresh MCS Crew, Electric Boogaloo.

Please dance responsibly.

2007-05-14T11:19:00.001-07:00

Outsourcing 101…

According to Wikipedia, “outsourcing" involves “utilizing an outside supplier for a specific business service.” Marketing and public relations outsourcing offers opportunities for businesses to purchase intellectual capital in addition to many other services. In this way, management and employees can focus on core competencies, which can ultimately result in more success. Overall, outsourcing is viewed by many organizations as a strong business tactic, which is ultimately a superior economical approach to developing and leveraging marketing opportunities.

The following are a few benefits of outsourcing with an agency:

It is important to make the most of outsourcing with a marketing, design, public relations and/or advertising agency. The client/agency relationship must be nurtured and grown over time. An effective collaboration can seem not at all like outsourcing, but like having your own, off-site marketing and public relations department!

2007-04-12T13:09:00.000-07:00

Discover Your Demographics with Market Research

Strategic market planning is the foundation for every marketing program, but what is needed as a basis to make good decisions and pull a successful plan together? Information about the market in general (trends, industry statistics, etc.), current customers, potential customers and target markets (demographic, psychographic and the opinions of these people). This information is procured via market research.

According to Wikipedia, market research is “the process of systematic gathering, recording and analyzing of data about customers, competitors and the market.” The purpose of market research is to help companies make better business decisions about the development and marketing of new products. Market research represents the voice of the consumer in a company. In a nutshell, market research helps organizations learn more about the groups of people they would like to sell their products or services to.

Market research can be an expensive endeavor depending on the depth and breadth of the information needed and the company's situation. In many cases, hiring a market research firm may be best. But, if hiring a market research firm is out of the question, there are a few other ways to secure important market information.

The following are a few market research techniques that may provide assistance in understanding your industry, customers and potential customers:

Conduct market research with your current clients via interviews, surveys or focus groups. Ask what the customer’s needs are and if they can afford the products or services you provide. Do they like your products or services? What can you do to improve? What specific things are you doing right?

Do research in person at a trade show. Take some time at an industry event to listen to attendees. Ask potential customers what they are looking for. What are the hot topics at the tradeshow and what will be needed for the future in the industries you serve?

Research online. For industry updates and statistics, visit industry association Web sites. If looking for consumer information, consider government sites that have a lot of basic consumer statistics. One good site for basic demographic information is the U.S. Census Bureau (www.census.gov).

Learn about your competition from news articles, industry profiles and the Internet. Visit their Web site, and regularly "Google" yourself, your competitors and your industry.

Review all input from sales feedback from customers over the past year.

Talk to vendors and suppliers. Often they can provide insights and information on the industry, as well as customer trends.

The possibilities for market research continue to grow. The best information is waiting to be discovered.

2007-01-24T08:23:00.000-08:00

Marketing Ringing Up Success

Advertising is constantly evolving so monitoring new opportunities are important to gauge the effectiveness and viability for each new advertising platform. One of the newest media platforms provides advertisers an opportunity to land right into the hands of their potential customers…via their mobile phones.

The question is, will corporations “ring up” success in this “new” advertising medium?

Recently Forrester Research Inc. reported that 79% of mobile phone customers stated that they would be annoyed by advertising being sent to their wireless phones.

It may take more than a first glance to determine if this type of advertising will be effective. As with all marketing strategies, businesses will need to closely match their marketing message with the mobile phone platform.

The Forrester Research information also reported that more than three-quarters of Americans are annoyed just thinking about mobile marketing and only 3 percent say they trust text ads on a mobile phone, reports AdAge.

Offerings must be well planned, very personalized and relevant for the mobile customer to make the strategy a success. Mobile marketing is expected to work best with cross media campaigns. Whether it is with coupons sent via text messaging or banner advertising on mobile browsers, the message must be short, provide value to the customer and be measurable for the advertiser.

Since the mobile phone medium is not restricted to one location, location-based offerings may work well in this type of advertising. For example, sending a coupon or special offer to a pre-qualified target when the customer is within a certain distance from a advertiser’s location may be an effective pull to increase location traffic and sales for marketing savvy companies.

The Forrester Research study revealed companies who have succeeded with mobile marketing strategies. One example of mobile marketing success is McDonald’s ads placed on mobile web sites to increase late night traffic to it’s restaurants. The fast food chain reported increased click-through rates with the very targeted and value based offers (mobile coupons valid from 9PM to 4AM).

One company leading the way with mobile marketing in Japan has placed quick response codes in magazines offering readers the opportunity to keep connected to the magazine’s editorial content while informing advertisers about the consumers’ interests via their mobile connections.

A survey of some of Europe’s top brands conducted by Vanson Bourne revealed that the key responses targeted via mobile marketing tactics will be for requests for additional product or service information, purchases and seeking new attributes about a brand.

As with all new marketing platforms, trial and error may be essential to creating effective strategies. Businesses must be creative and tenacious in creating integrated marketing strategies with mobile marketing endeavors.

2006-12-28T09:12:00.000-08:00

Question of the Moment
What new strategy will you include in your 2007 marketing mix that you didn't utilize in '06?

2006-12-19T15:59:00.000-08:00

Happy Holidaze!

Click here to view
an animated version of this message.

2006-11-15T08:42:00.000-08:00

Mobile Marketing

New technologies are revealing extraordinary, creative advertising opportunities. In fact, according to JupiterResearch, one advertising channel is poised to double in the next five years: mobile marketing. JupiterResearch provides research and analysis on consumer technologies. A recent report indicates that advertising for messaging and display advertising on mobile devices is expected to increase two–fold by 2011; 2006 U.S. mobile messaging and display advertising spending is $1.4 billion. 2011 advertising spending via these mobile advertising opportunities is expected to increase to $2.9 billion.

In addition, M:Metrics, a firm specializing in consumer mobile marketing analysis, recently reported that SMS advertising is winning the attention of mobile phone subscribers worldwide. In a recent survey of mobile subscribers in five countries, Spain led the way with 29% of wireless users responding to SMS ads, with the UK having 18.5% responding to the ads and 10% responding in France. Lagging behind were U.S. and Germany; both had less than10% of wireless users responding.

M:Metrics presented research findings that reveal mobile phone advertising is currently being utilized mostly by mobile phone companies and adjunct companies. Just as the first advertisers on the Internet were Internet providers, mobile phone operators and contingency businesses are expected to lead the exploration of mobile phone advertising opportunities.

As with any worthy opportunity, there are challenges to be worked through:

Permission policies to contact customers

Target marketing by demographics; mobile marketing should be more personal than the mass marketing that is possible over the Internet or TV

Acceptance of the technology; most American consumers still view their cell phone as a communication device, not as a vehicle for data transfer

With the growth of mobile messaging and display advertising, there will be many opportunities to try new promotions and offers. One thing, however, will always ring true: The advertising must be worth something to motivate mobile subscribers to pay attention to the message (such as free software, ring tones or programs). The challenge that poses will be worth the effort as this relatively new advertising avenue is set only to widen with time.

2006-10-31T14:31:00.000-08:00

Happy Halloween from the MCS gang.

2006-10-18T09:31:00.000-07:00

Taglines for Success

"Got Milk?," "Just Do It!," and "Good To The Last Drop." What companies do these taglines represent? The National Milk Processor Board, Nike and Maxwell House Coffee, respectively. These taglines have fulfilled their mission of achieving successful branding for the organizations they represent. Further, they have become integrated icons in business and in our culture.

Taglines help describe an organization’s unique selling points and add personality to a company’s marketing identity. Not all taglines become iconic, but most are expected to represent their company’s core message and help keep the company’s name in front of consumers.

Is your company’s tagline doing its job? Put it to the test with a bit of research; ask customers, employees and others in the community if they recognize the tagline. Does it capture attention? Are you incorporating your tagline in all marketing materials? Is your company in need of a new tagline? Taglines reinforce a company’s positioning statement and ultimately help increase sales. Is yours doing its job?

To begin creating a new tagline, seek a creative agency that understands your business and works well with your core staff. Bring critical material to the creative process. What does your organization do to improve your customers' lives? Know the benefits (not the features) that you provide to your customers.

The creative process of developing successful slogans or taglines is important. Successful slogans are short, snappy, and create excitement. Many taglines can also be described as "catchy" and should be universally understood by all of your target demographics. They are designed to attract attention and define the organization they represent. Slogans must also be easy to verbalize; you want consumers to repeat your tagline (either in their mind or out loud).

Once your tagline is created, consistently expose it to your target market. Incorporate your tagline in all marketing materials and have fun showing it off. A fitting tagline can become as well-known as a company’s name and helps increase sales.

2006-09-08T07:25:00.000-07:00

Question of the Moment
Favorite guerilla marketing campaigns. C'mon, tell us... please...

2006-09-06T14:59:00.000-07:00

Question of the Moment
What is your opinion of reality TV? Good, bad, or ugly? Can this medium still effectively market to the masses?

2006-09-05T14:44:00.000-07:00

Question of the Day
Who or what is your favorite advertising spokesperson, spokesthing, or mascot of all time and why?

2006-08-31T08:10:00.000-07:00

Question of the Day
It's time for a really simple yet touchy question. Does sex sell? Does it work to put scantily clad females in front of the product? Is there an age cut-off where provocative imagery isn't effective? Does this method work for both male and female consumers? We want to hear what you have to say about this?

2006-08-30T05:53:00.000-07:00

Question of the Day
It is fun to see the newest and most daring marketing and pr strategies being introduced in new and interesting venues as well as via new marketing vehicles...What are some of the newest marketing vehicles or strategies you have seen lately?

2006-08-22T14:13:00.000-07:00

Question of the Day
What biggest marketing trend have you become aware of lately?

2006-08-17T16:01:00.000-07:00

Question of the Day
Daily trends impact marketing and public relations...How do you keep up on trends on a daily basis?

2006-08-16T14:51:00.000-07:00

Question of the Day
Business communication is always expanding...whether you are at the office or traveling constantly there are a variety of ways to keep connected in business...What is your favorite mode of communication?

2006-08-15T15:41:00.000-07:00

Question of the Day
Taglines help define a company...they can be witty and clever but they must be memorable...

What is your favorite business tagline? Why?

2006-08-14T14:45:00.000-07:00

Question of the Day
Many of us in the marketing/PR industry have reason to conduct market surveys for clients. We carefully craft them, we sweetly beg folks to participate and give their honest feedback, we tediously compile the results and then succinctly report the results to our clients.

As a result of all of this industry and toil, I am inclined to participate myself when someone asks. I take phone surveys, I’ve sent in forms with little circles filled in, I’ve even been a “Nelson” family. My question to you is, do participate as well? Are you willing to help shape some small portion of the marketplace with your valued opinion?

2006-08-09T15:22:00.000-07:00

Question of the Day
Have you ever turned down business? Turned a client away? Have you ever decided that a particular client just wasn’t worth the money you could make in working for them, or that it wasn’t the type of work that you wanted to do? Have you ever leveled with a client and said, “We can do this for you, but we’d be much too expensive,” and then steer them in another direction? How do you decide to say “no” to some when so much of our time and effort is spent trying to get others to say, “yes?”

2006-08-08T14:41:00.000-07:00

Question of the Day
Today Google pulled off a pretty cool coup by being named the search engine of record for the rapidly growing Myspace Web site. This prompted me to actually google google. Odd. Anyway, do you think this indicates that the Internet is expanding or contracting? Does the union of these two young behemoths signal a widening circle or a circling of the wagons, leaving some in and some out?

2006-08-08T03:00:00.000-07:00

Seniors Gain the Market's Attention

Every product or service has a target market. For years the popular demographic for many products or services has been 18-34 year olds. The marketplace is shifting and there is a growing target market that will only enlarge and build in buying power—the senior market. Baby Boomers are maturing and they are impacting marketing trends. The assisted living and senior housing markets are well aware of these trends, but all businesses must be prepared for significant changes in marketing.

The 2000 US Census reported 13.3 million Americans between 55 and 59, 10.7 million 60 to 64, 18.1 million 65 to 74, 11.7 million 75 to 84 and 3.3 million 85 or older. Be assured that an expanded senior market for senior services will also bring expanded competition and the watchful eyes of the senior consumers and their families.

In addition to the aging of the Baby Boomers, the definition of "senior" is also transitioning. The median age for first-time grandparents is 47 years old. In fact, the American Association of Retired Persons (AARP) begins targeting prospects who are 49 years old for membership.

The buying power of seniors is great. Consumers 50 years old and over now control more that 77% of the disposable income in the United States (that equals to approximately $1.6 trillion dollars). The Baby Boomers are the most active spenders in American history. Further, the US Census Bureau reports the number of American citizens ages 50 to 69 will jump over 87% in the next 15 years.

It is easy to see that marketing to seniors is important. It is not so easy to market to this group of consumers the same way; all combined in one "old category." There is a wide range of age groups, psychographics and incomes within the seniors market, therefore, lumping all seniors into one large category is a mistake. Many aging adults see themselves as much younger than their actual years due to society’s increasing attention to healthy lifestyles and maintaining youthful attitudes. Many are watching the same TV shows and shopping at the same stores as most 30 year olds.

The range in the growing "seniors" market may include a grandfather in his late 80's, to a grandson is his 40's. This is a wide range with very different needs and interests. Mature adults vary in their perception of what a senior is; a 48-year-old usually does not perceive herself or himself as part of an older demographic, and many times works to defy the natural pattern of aging.

The various strategies and opportunities to market to the large and powerful Baby Boomers are clearly worth exploring.

2006-08-07T14:31:00.000-07:00

Question of the Day
One of our creatives at MCS is an absolute news junkie. She not only receives email alerts from all major news outlets, she also has a news crawler on her desktop as well as the new Google desktop tool, which has constantly updated headlines. She even has Google alerts set up to go directly to her inbox on over 150 topics—every single day. What are the methods by which you keep up on your industry or business news? Do you receive email alerts? Do you have a news crawler on your desktop? Do you read print materials on a regular basis? What do you find provides the best information?

2006-08-04T12:18:00.000-07:00

the triumphant return of the
Question of the Day
About every 5 years or so someone declares that direct mail is finished, that consumers are turned off by it and the ROI is negligible. Yet like cockroaches, it never seems to die. What do you think? Is direct mail over with? What is your experience? Do you read “junk” mail? Do you or have you ever responded to an unsolicited ad or flier? What about emails? Are you more inclined to read “spam” than ads and fliers that come through snail mail?

2006-07-28T09:02:00.000-07:00

Question of the Day
Why do you "Blog"?

2006-07-27T06:58:00.000-07:00

Question of the Day
What is the best way to create "Buzz"?

2006-07-25T15:34:00.000-07:00

Question of the Day
What is you current favorite television commercial, and why?

2006-07-24T14:57:00.000-07:00

Question of the Day
What blogs do you frequent?

2006-07-24T14:53:00.000-07:00

It's Time To Get Blogging!
A Weblog, usually shortened to "blog," is a type of Website in which entries are made by a variety of people.

Blogs often provide various personal thoughts or experiences, information, updates or news on a particular subject, such as politics, celebrity or music information or local news; Personal blogs typically function as online diaries. Blog posts are usually short, informal, sometimes controversial or funny, and sometimes deeply personal.

A typical blog can include text, images, and links to other blogs, Websites, and other media related to its topic. Most blogs are primarily textual, although many include audio, photos and even links to video.

There is a great variety of different types of blogs, for example:

B-Blogs: Business blogs, usually external

Blawgs: Lawyers' blogs

Intrablogs: In-house blogs

K-Blogs: Knowledge blogs, also usually kept in-house

Warblogs: War correspondents' blogs

B-Blogs can grab attention:

B-Blogs may have caught your eye; they have caught the attention of many businesses and Internet surfers, and can fit well into a small business marketing plan. The following are a few important things a well-performing B-blog can do for a business Website:

Since it is easy to add to and update content on a blog, it can help to keep the business Website fresh.

A blog can help establish rapport and credibility with visitors; a blog is a great way for potential customers to learn about your company.

For small businesses, a blog can be a cost-effective way to establish an Internet presence.

Since the author’s e-mail address and Website are included in most blogs, it allows readers to communicate directly regarding specific postings, and can result in direct conversations.

What are essential traits of a good b-blog?

The best b-blogs have flair and capture the attention of bloggers interested in the topic being discussed. Authors of successful b-blogs offer lively, relevant, to-the-point, informal and well-written postings. Because a Weblog (or blog), is formatted reverse-chronologically and time-stamped, readers expect blogs to be updated regularly. Good blogs never get stale; in fact, it is almost guaranteed that no one will complain that a blog is updated too often.

Essentially, B-blogs need to highlight the owners' unique voice and expertise regarding the blog topic without crossing into mindless self-important ramblings.

Now Blog on!!!

2006-07-10T14:59:00.000-07:00

Ask
Is Your Brand Aging?

Many times a company may have great products or services, but their marketing or brand becomes dated. Ineffective or worn out branding and marketing are red flags for business disaster.

Consider the following:

Is the company’s visual identity dated?
Keep the company graphic identity fresh. Sometimes small changes (or "tweaks") made over time can be subtle and can hardly be noticed; yet can impair the identity or create inconsistencies. Make sure that the company’s visual identity looks cohesive and current.

Ask
Is the company’s graphic identity looking tired? Are the company’s marketing tools graphically inconsistent and worn out?

An Aging Primary Market
The aging of consumers can force change. Never take a loyal market for granted or forget to attract new markets. Having a core group of loyal customers can be very positive….as long the brand continues to keep the aging customers and/or attract new customers.

Ask
Are there new potential markets getting overlooked in marketing efforts? What are the needs and changes of aging customers?

Products or Offerings Not Consistent With Current Times
It is essential that marketing and products stay current. Rather than allowing the competition to replace you…consider replacing yourself with updated products or services. Technology, design, packaging, even terms and conditions - they all are important parts of marketing and branding.

Ask
Is your company keeping ahead of trends or at least staying current in the areas of technology, packaging, products and customer relations?

Misaligned Marketing Strategies
There are many ways to distribute products and a growing number of marketing vehicles to advertise to your target markets. Stay current with marketing opportunities and find new ways to connect with your customers. The easier your product is to buy for your target market, the better.

Ask
Is a retail outlet the best way to reach a niche market? Do your customers shop online? What are the newest techniques and are they suited to your marketplace?

Overall, ask yourself how your company’s brand is doing in the above areas. Give your company a grade in each area. Then grade your competition in the same areas. Compare how you are doing in the marketplace and take the needed changes to give your company a brand new life.

For the podcast of this article, download http://www.mcshome.com/podcasts/Agingbrand.mp3.

2006-06-22T11:10:00.000-07:00

The Stages of Creating a Loyal Customer
A thoughtful and measured marketing and sales process can create customers that build your business.

The key is to help your customers develop from a prospective customer into a loyal customer.
Prospects: Now is the Opportunity to Create Genuine Interest

The first step in building a loyal customer is to assist prospective customers in finding information about the products or services your business provides.
Some great ways to encourage prospects to learn more about your company include:
Positive word of mouth campaigns that are driven person-to-person, via the Internet (blogs and Website) and through the media (via articles and news stories).
Interactive promotions or surveys for prospective and current customers.
Clear, concise and consistent messages that are disseminated in all marketing strategies.
Interactive marketing efforts, such as your Website, retailer site promotions and other cross-promotion activities.

First-Time Customers: The Goal is to Pass the Test; From One-Time Purchase to Long term Customer
Research on customer loyalty confirms the importance of a company’s reliability and the responsiveness to such of first-time customers. Companies must follow through with the first (test) sale thoroughly.

A few quick ways to improve the sales experience:
Monitor sales via customer service and sales management programs. It is necessary to collect and utilize the sales and marketing information from all sales.
Remember customers and what they like and dislike. Provide sales representatives with the necessary tools to collect information, which can then be used to develop relationships or information about each customer. Add effective customer relations marketing and management activities that make the connection with the “testers,” or first-time clients.
Get fresh new ideas from all employees—from the direct sales force to the shipping department. Always work to improve contact with customers, especially through those on the “front lines.”
Customers: Expanded Selling Techniques are Crucial
Now is the time for the use of a variety of sales techniques, including cross-selling. It is important to create a positive and productive selling experience.
The following are a few ideas to encourage cross-selling and expanded sales:
Reward customers during the purchasing process. For example, offer a gift with purchase or special item for purchases over a certain amount.
Educate customers about new or perhaps lesser-known features or items.
Encourage more profitable multiple sales through education.
Reward buyers who submit feedback throughout the sales process. Provide opportunities for customers to give feedback with your company.
Loyal Customers or Advocates: Ensure That Customers are Skillfully Heard
Loyal customers or advocates have a relationship with your sales or marketing representatives, and are considered consistent and committed to your product or service.
How can a company’s interactive action help with this goal?
Active listening and personal interaction deepens customer loyalty. So companies need to build an environment that consistently listens to customers and promotes personal communication with and between customers and company representatives.
Establish online communities or blogs that promote and encourage positive, helpful communications.

Use online surveys to encourage dialogue and gather feedback.
Advocate and provide a platform for customers to interact and communicate on an industry-wide level.

Encourage customer input on new products and ads that can assist in better products or service and more effective use of marketing resources.
Study your customers in each of the customer loyalty stages. What tools and techniques can help you convert a prospect into a loyal customer?
PodcastsListen to the Marketing Minute and Marketing on the Edge podcasts, written and produced by Marketing and Communication Strategies. In each episode, MCS will bring you sound advice on how to build customer relationships and strengthen your company’s identity.
About usMarketing and Communication Strategies, Inc. (MCS), provides strategic planning, marketing, advertising, Web site design and public relations services. MCS applies a creative consultative approach to make marketing simple, effective and affordable to all businesses.
MCS provides solutions-oriented creative services and strong client relationships. For more information about MCS visit our Web site at http://www.mcshome.com/ and download a copy of our new brochure.

Prove Your ROI with Media Tracking

Are you keeping up on all of the media coverage that you garner on a regular basis? With the advent of the Information Superhighway, your company may be getting coverage and thus, return on investment, from sources you’re not even aware of. MCS has the latest in tools and technology to track your media coverage, and can provide reports and clip books on a quarterly, semi-annual or annual basis.

For the podcast of this article, download http://www.mcshome.com/podcasts/Loyalcustomers.mp3.

Copyright © 2005 by Marketing and Communication Strategies, Inc. All rights reserved. MCS, Inc. is a full-service marketing firm and advertising agency with talents in brand and market development, graphic design, public relations and web site creation for clients worldwide.
Marketing and Communication Strategies, Inc.319-363-6005Toll Free 888-338-7801Fax 319-398-7001http://www.mcshome.com/mcs@mcshome.com