Communications Across Multiple Channels

Technology is driving customers to access information and entertainment across multiple channels, equipment and platforms. Our clients are recognizing that marketing messaging has to go beyond conventional advertising formats such as, 30 second TV ads if they are to connect with customers and communicate more effectively.


We, at MCS, see a major opportunity to develop content marketing strategies in the identity communications planning process that captures wider audiences to build brand awareness into a wider communications effort

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.

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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.

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?

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.

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?

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!

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!