November 12, 2015

Lack of brand impact is reflected in weak sales.

Filed under: Marketing Quick-Tip — admin @ 2:05 pm

Ever wonder why there are more good products and services than there are success stories?

When results fall short, it’s a shame. But because they needn’t, it’s more like a crime. Especially when good product and service development results in anemic sales outcomes.

When remarkable product offerings are coupled with ineffective marketing, the outcome is uniformly disappointing. Your marketing communication must position you above the crowd. You should expect and accept nothing less.

Your promotions should have a winning edge powered by market overview, clarity and passion . . . with maybe just a pinch of guts.

While differentiation is what you built into your products and services, sameness – or even obscurity – can be what comes out on the other end. A deserving product under–promoted is like a smile in the dark . . . it may be nice, but nobody sees it.

Brand impact (measured in dollars!) is what an expert marketing communicator delivers while entrepreneurs are busy tending to primary responsibilities.

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October 9, 2015

The At-a-glance

Filed under: Marketing Quick-Tip — admin @ 1:34 pm

Check-out our website and click on the Marketing  At-a-Glance link on the home page. It will give you an example of the latest outside-the-box initiative we have developed. It’s called called “Branding by the Bite, and it’s a good way to get your primary branding message delivered without expecting the visitor to dedicate a lot of  time on your site .

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September 23, 2015

Part-time CMO services to be offered by MP

Filed under: Marketing Quick-Tip — admin @ 10:02 am

Marketing Partners of AZ will soon offer fractional Chief Marketing Officer services for companies that would like to be able to add a  marketing leader to their “C Suite,” but have neither the inclination nor budget for a full time marketing chief. President/CEO Allan Starr said his long-established marketing firm will be looking for “good fits” in the way of clients for its multi-dimensionasl CMO offering.

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August 26, 2015

I grew up in Phoenix

Filed under: Marketing Quick-Tip — admin @ 9:45 am

Marketing Memo from A. Starr –

I grew up in Phoenix at a time when the Cottonwoods that line north Central Ave. from Bethany Home Rd. to Northern Ave. were mere saplings (have you looked up at them lately . . . or ever?)

It was a time when air conditioning wasn’t nearly as efficient as today, the local economy was not nearly as vibrant or diversified, and the tendency of the business community was to kind of put it in “overdrive” from Memorial day until Labor Day.

Obviously, though summer vacations of various lengths and/or frequency do have their effect, “bagging it” for 90 days is no longer prudent. Yet, there still exists a bit of “summer breather” mentality when the triple digits make their appearance on our thermometers.

Remember, somebody’s going to get the business this summer. It’s a great time to remind your prospects you care even though others – perhaps including your competitors – may seem to have become a bit dormant.

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June 10, 2015

Down with downtime

Filed under: Marketing Quick-Tip — admin @ 12:57 pm

I  grew up in Phoenix at a time when the Cottonwoods that line north Central Ave. from Bethany Home Rd. to Northern Ave. were mere saplings (have you looked up at them lately . . . or ever?)

It was a time when air conditioning wasn’t nearly as efficient as today, the local economy was not nearly as vibrant or diversified, and the tendency of the business community was to kind of put it in “overdrive” from Memorial day until Labor Day.

Obviously, though summer vacations of various lengths and/or frequency do have their effect, “bagging it” for 90 days is no longer prudent. Yet, there still exists a bit of “summer breather” mentality when the triple digits make their appearance on our thermometers.

Remember, somebody’s going to get the business this summer. It’s a great time to remind your prospects you care even though others – perhaps including your competitors – may seem to have become a bit dormant.

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May 11, 2015

How much is enough?

Filed under: Marketing Quick-Tip — admin @ 1:47 pm

I am always amused when I hear someone proclaim proudly, “We don’t advertise; we get all of our business from referrals!”

I’ll be clear:

  1. Referrals are the most powerful kind of advertising.
  2. Referrals combined with “advertising” create unbeatable promotional synergy.

If a business wants to limit its growth to an organic, gradual rate, relying solely on word of mouth could be adequate. Promotional effort correlates directly to goals and ambition.

Those who want more usually need to do more.

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April 28, 2015

More than a kiss

Filed under: Marketing Quick-Tip — admin @ 4:27 pm

We all are familiar with the time–honored platitude, KISS . . . keep it simple, stupid!

This makes sense if we are talking about trimming the unnecessary details, but keeping it simple at the expense of impact and relevance is an equally costly mistake in marketing communication. Well–written and relevant content can be your most powerful tool.

So, let’s remember to KIMS . . . keep it meaningful, stupid!

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April 22, 2015

More than A KISS

Filed under: Marketing Quick-Tip — admin @ 5:10 pm

We all are familiar with the time–honored platitude, KISS . . . keep it simple, stupid!

This makes sense if we are talking about trimming the unnecessary details, but keeping it simple at the expense of impact and relevance is an equally costly mistake in marketing communication. Well–written and relevant content can be your most powerful tool.

So, let’s remember to KIMS . . . keep it meaningful, stupid!

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April 13, 2015

The three grades of experience

Filed under: Marketing Quick-Tip — admin @ 12:53 pm

 

Experience comes in three levels, or “grades.”

There is the  “time in grade” variety, which, to me, means an individual or company has merely done whatever they have been doing for a certain, perhaps lengthy, amount of time.

The next level is successful experience, which means doing it well over a particular period of time. Obviously, this is more meaningful, and I urge our clients to capitalize on this, particularly by offering specific examples to prospects, including the inclusion of results achieved.

Then, the highest and most pertinent use of experience is being able to apply it to the contemporary challenges inherent in today’s highly competitive marketplace. This is where experienced – and progressive – purveyors and/or practitioners really can shine, figuratively running circles around their less “background endowed” counterparts.

As marketers, we rely on our superior and lengthy experience to win and serve our clients. More important, we endeavor make certain we bring only the most applicable and suitable variety to today’s challenges.

Being and staying current is among the most vital “currency” a company has to spend in its capabilities account.

 

 

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March 30, 2015

The right-brained majority

Filed under: Marketing Quick-Tip — admin @ 12:07 pm

 

A credible and respected study has shown that two-thirds of us are “right-brained” – we respond based on feelings, emotions and early impressions. This holds true for everything we encounter, and marketing communication is no exception.

The marketing point: Say what you have to say to your prospects briefly, getting to the point ASAP. While you’re at it, a bit of graphic and verbal imagery can help to create a lasting impression. We can give you specific  examples that make this point.

Ask Allan Starr.

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