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How Agencies Can Prepare Clients For Success

A marketing agency is typically hired on to help companies achieve their marketing goals and objectives.  What happens when a company has not set any goals and objectives?  How does an agency handle this type of situation?  We have all heard from clients the famous line “We really don’t have a marketing budget”.  How can an agency prepare their clients for success? The first step is discussing the allocation of funds for marketing and setting achievable marketing goals.  Without this step, the client will be setting themselves up for future failure.   The key is to be prepared with the budget, goals, and proper direction.  Clients must have a vision of their brand and where they see the company going in three to five years.

Here are some tips to help agencies make sure their clients are prepared for success:

First things first…make sure they know their brand and value proposition!!!

  • Developing New Logos and Rebranding a company can be a very challenging task without the right information up front. What vision does the client have in their mind as far as the look and feel of their logo? Logo colors and style need to be communicated to the agency so they can deliver what the client wants on the first try.  Communication is the key here.
  • New Collateral– When developing a new brochure or sell sheet for a client, it’s important that the client has all the materials that you will need up front in order to design the piece. Make sure you have the high res version of their logo, high res stock or professional photos, and insight into their writing style.  I can’t tell you how many times we started on a project with little direction from the client and we had to change things over and over due to the client not being prepared up front.  Be specific and ask the right questions. Don’t be shy!
  • New Website – Developing a new website for a client is another challenge and can be a daunting task if you don’t understand the client’s vision.  What is it about the existing website that they don’t like?  Do they want to add features like blogs, chatting, streaming video, etc. to the website?  Ask these questions up front and also find out the budget for the new website.  You would be surprised how many agencies work in the dark with little communication with the client.

Be specific… Do make sure you put in writing the due dates and all the items you need in advance in order to start on the project.  Marketing is not an easy task and can be subject to many people’s opinions.  Always determine up front who will be approving your work and send all marketing materials to one main contact.  You don’t want too many people involved with making changes to marketing materials as it can turn into a circus. The goal is to keep communication strong and build stronger agency client relationships. Keep your clients prepared and you will see a more successful relationship form between agency and client!

Author: 

Monique Merhige is the President of Infusion Direct Marketing & Advertising, Inc.  She has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola.  Infusion is a marketing consulting firm that specializes in the security industry and delivers marketing solutions that include Public Relations, Direct Marketing, Branding, Collateral Development, and Social Media Marketing.  Visit:  www.infusiondirect.com or call 631-846-1558

Sources:

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It’s Time To Upgrade Your Marketing – How to Keep Your Brand Fresh

Why do some companies seem to be stuck in the 70’s and can’t seem to move forward with a new look and feel? I can’t tell you how many clients come to me who have not updated their marketing collateral in 10 years.  Some CEO’s are stuck in the old way of doing things and seem to not want to change. The word “change” scares many business owners and keeps them from updating the company’s brand. Is your company’s logo and marketing materials out of date and tired looking?

Even If It’s Not Broken, You May Still Want to Fix It

The old saying if it’s not broken don’t fix it holds true to many CEO’s who have been running businesses for 30-40 years. These types of business owners do not want to utilize social media and online marketing.  They want to stick with traditional advertising and telemarketing initiatives to drive new business.  However, they are missing out on new ways to promote their business and receive additional leads.  It can be frustrating for employees that are up-to-date on the current marketing trends to convince the CEO to change their ways. The key is to show the CEO valid reasons to change their ways.

Here are some tips to help convince “old school” CEO”s to upgrade their marketing:

English: Creating lifelong customer value with...

English: Creating lifelong customer value (Photo credit: Wikipedia)

Old Collateral – A great way to convince a CEO to change their collateral is to show them a brochure of a competitor.  The new brochures have more white space and are concise.  Developing a new brochure is a great way to rebrand your business and upgrade your marketing.  Costs range depending on the type of brochure you would like to produce.  A simple tri-fold brochure can cost under $1000 to design and printing costs are low.  The style today is more photos and less text..keeping it light and airy.

New Website – A website is the face of your business and should be consistent with your marketing material.  Many companies have not upgraded their website and are using an outdated website.  New websites can be upgraded with flash and new photos that make it look up-to-date.  The cost to redesign a website can be kept low if you provide the photos and content to a website developer.

Trade Show Booth – An old booth design can destroy your brand at a trade show.  It’s important to keep up with your competitors and design a new booth.  Show the CEO’s a competitors booth and explain that it’s important to keep your marketing materials consistent.  The cost can be high for this depending on printing costs…but you will use the new trade show booth at all shows.  It won’t go to waste and is a very important investment.

Social Media Marketing – Show the CEO your competitors page on Facebook and Linked-In and explain that it’s good to have a page as well.  There is no cost to develop a FaceBook page for your business…so there is nothing to lose and everything to gain.  Why not?

The most important item to a CEO is the ROI and if you can show this over time..then you hit a home run.  Set goals up front for the CEO and show him results and you will be a “star”.   Dealing with “Old School” CEO’s can be extremely frustrating..but learning how to work around them and show the benefits of upgrading can be rewarding.  Take it one step at at time and don’t hit them with too much change at once.  The turtle always wins the race!

Author: 

Monique Merhige is the President of Infusion Direct Marketing & Advertising, Inc.  She has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola.  Infusion is a marketing consulting firm that specializes in the security industry and delivers marketing solutions that include Public Relations, Direct Marketing, Branding, Collateral Development, and Social Media Marketing.  Visit:  www.infusiondirect.com or call 631-846-1558

Sources:

Consistency Is Key In Your Integrated Marketing Strategy

Consistency is an important concept in marketing that many companies fail to deliver. It’s the key to success…so why is it overlooked by so many marketing executives?  The answer is that most marketing is fragmented and coming at people from too many different directions. Between TV, radio, print, outdoor billboards, email, direct mail all competing for your attention – consumers don’t know where to look next.   It’s important for companies to integrate their campaigns and not rush launching too many campaigns at one time.

Here are some guidelines to help deliver a consistent identity with a cohesive integration plan:

Select Your Logo, Tagline, & Colors – Keep your colors and logo consistent in all marketing messages. This includes print advertisements, TV Commercials, direct mail, etc.  Your tagline needs to be present on every single marketing piece to drive home what you do!  Be clear in telling people what you can offer them.  However, this is still not full integration.  Integration requires the entire company being able to state what you do in the same manner.  You need to integrate your message throughout your entire organization.

Message Longevity – Marketers tend to be in a rush to meet the next deadline or get the next campaign out the door.  It’s important to realize that integrating your brand takes time. Don’t continue changing the direction of your campaigns. Keep it consistent for years if you need to…….there is no time limit to branding your company.  Don’t lose patience and stop the momentum of keeping the same messaging out there.  The worst thing you can do is confuse people with mixed messages.

Verbiage – Create messages that can be easily understood by your target audience. Don’t speak in terms that people don’t understand. A perfect example would be a company that has technical terms in a print advertisement that would be better suited for engineers.  It’s important to make sure that your audience clearly understands what you sell and how the product will benefit them.  Focus on the solutions you offer to take their problem away.  This should be in every single piece of marketing communication that is sent out by your company.

A perfect time to use integrated marketing communications is during an acquisition. When a large organization acquires another company…..it’s important to have an integrated marketing plan in place. The time right after the acquisition is crucial to branding the new company and making sure people understand how the brand integrates into your own.  An example would be a security integrator who installs security products and just purchased a security software company.  Your marketing message would need to show how this new software company integrates into your existing company.  The security integrator should show how they are working hand and hand to produce the ultimate security solution for the end user.  In my experience, the company that is acquired usually changes their brand image to reflect the parent company. There have been some cases that the brand image was changed over time.  As long as you have an integrated marketing strategy in place that delivers consistency….you will be ahead of the game.

Author: 

Monique Merhige is the President of Infusion Direct Marketing & Advertising, Inc.  She has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola.  Infusion is a marketing consulting firm that specializes in the security industry and delivers marketing solutions that include Public Relations, Direct Marketing, Branding, Collateral Development, and Social Media Marketing.  Visit:  www.infusiondirect.com or call 631-846-1558

Sources:

Copywriting Tips to Become an Effective Copywriter

Are you cutting costs by writing your own marketing materials? Many business owners are writing their own copy for direct marketing programs and online advertisements.  It’s challenging to be creative and come up with new taglines and copy.  If you are not a pro at copywriting you will be after following the tips below.  Anyone can become a good copywriter if they follow the most important rules and practice writing.  The more you do it the better you get at it…just like most things in life!

Writing good copy is a technique that can be taught to business professionals in any industry.  However, it takes time to produce copy and you need to be able to focus without interruptions.  Here are some tips to help you produce fabulous copy for your marketing materials:

  1.  Personalize your message – Try writing to a single person rather than a mass audience.  Visualize your prospect and speak to them in a way that they understand.  Make sure you know your target audience. Smart companies should write copy that makes the reader feel as if they are speaking directly to him/her.
  2. Don’t come on too strong – Less is more….most readers have a short attention span.  Don’t hit them with too much information or too many offers. Keep it simple. It should focus on the benefits and not all about your PITCH.
  3. Use a compelling offer – Make sure you have a compelling offer to get people to respond.  It should be relevant to your audience.
  4.  Create a sense of urgency – Make sure you give prospects a feeling of urgency.  They should want to contact you now to grab that special offer or time will run out.  Keep them on their toes.
  5. Use Clear Qualifying Language – Make sure you use language that is clear and easy to understand.  For example, Engineers would need technical copy and terms…but a normal business person may not be as technical.

Types of Campaigns

Depending on the type of campaign, you will need to fit your copy to the medium. For example, when writing brochure copy, people have the tendency to write a book.  You need to keep the text short and to the point.  Most people have a very short attention span and will only look at the bulleted or highlighted items.  Same holds true for an email campaign or direct mail postcard.  Keep it simple…..

If you can’t adhere to the tips above and don’t have the time to focus on writing, then you should outsource to a professional copywriter.  Professional copywriters are available on a freelance basis and can be hired for specific projects.  You always want to keep your copy fresh and new ideas flowing! Happy writing!

Author: 

Monique Merhige is the President of Infusion Direct Marketing & Advertising, Inc.  She has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola.  Infusion is a marketing consulting firm that specializes in the security industry and delivers marketing solutions that include Public Relations, Direct Marketing, Branding, Collateral Development, and Social Media Marketing.  Visit:  www.infusiondirect.com or call 631-846-1558

Sources:

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