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Things you must do to succeed in 2003 – by Chuck Morris New
& Noteworthy Clients – Robinella & The CCStringBand Studio
Clocks Construction
at the L&N The
Statistician – The Ad Industry’s Image Problem Successful
E-Marketing With Constant Contact -
4 Things you must do to succeed in 2003
by Chuck Morris
With the economy seesawing in so many directions over the last couple of years, it’s hard to know how to market your company. Here’s my recipe for success in 2003 that focuses on getting back to basics.
1. Define the business you’re really in.
One of the problems I see the most in the companies we work with is no clear definition of exactly what business they’re in. Sure, they have a primary product or service, but all too often, focus is shifted from that primary product to many other offerings. This is distracting for the company at best and confusing for the customer at worst. Instead of making many things good, why not focus on making one thing the very best?
2. Define your target market(s).
It’s the one thing that surprises me the most: how many companies haven’t even taken the time to define and to research their target market. Who is best suited to buy and benefit from your product or service? At minimum, use the internet to do some research. Study what your competitors are doing. Take advantage of all of the free resources you can find. In some cases, you’ll want to hire a professional research firm to do some objective data gathering/mining for you. It’s not as expensive as you might think. In fact, proper research done now can save you literally thousands down the road in money spent marketing to the wrong prospects.
3. Define your strategy.
Get out a big sheet of paper and do some “free association” of every thought you have about your product or service. One word will spur another word and so forth. Some call this activity mind-mapping. Soon, you will have a collection of thoughts about your product or service that can help you to define a strategy for reaching your top prospects. A written strategy not only gives you a blueprint for success but also helps you to measure how you’re doing as you begin to execute it. This is critical, but don’t get stalled out by thinking that it has to be elaborate. Do a one page summary.
4. Choose your tools.
It’s no secret to the world’s best marketers that many of the best marketing tools are absolutely free. Done properly, you really can market your company on a shoestring, especially in the age of the internet. Sure, it requires hard work, persistence and patience, and this is where many people have trouble. There’s just too much to do. Though you can wear many hats, you can’t wear all of them. That’s where a professional can help, but don’t just hand them the keys. Tell your advertising or marketing communications firm that you want someone who is willing to partner in your success. You focus on what you’re good at (like running the company), and let them focus on what they’re good at (building your business using carefully-selected marketing and advertising tools: print, broadcast, outdoor, web). Soon, you’ll begin to see the positive results you’ve built together, and 2003 will be your best year ever.
It’s not magic. It’s not rocket science. With the right mix of marketing strategy, tools, and partners, you will find success in 2003! Here’s to your PROFOUND success!
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New & Noteworthy Clients
Robinella & The CCStringBand
On January 15, the new Robinella.com went live. The new site, built entirely in Flash, will be regularly updated by the band and features a band history, photo gallery, and a merchandise store where you can buy the their first 2 cds (still available for a limited time).
For those who don’t know, Robin and “the Boys” recently recorded their first album for the Columbia Legacy label and plan to release it this Spring. Their new EP Blanket for My Soul is available at your local record store. http://www.robinella.com
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Studio Clocks
Some of you may have noticed that Morris Creative has started a little division called StudioClocks™ — “Art that Tells Time.” Put simply, StudioClocks are wall clocks with your company logo or other custom image on the face. Many styles of cases are available, and we are adding original artwork from local artists to our standard collection all the time. Visit online at http://www.studioclocks.com, or call us at 865-637-9869 for information on obtaining your own custom clock.
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Construction at the L&N
If
you plan to visit our offices this month, you’ll notice some differences
in the general L&N Station / Depot area – namely, that it’s
apparently inaccessible. Throughout the rest of January, our parking lot
will be closed for the construction of a newly designed – and dust-free
– parking lot and adjoining park. In the meantime, just follow the brick drive to the parking area at the front entrance of the building (at the corner of Henley St. and Western Ave.). You’ll find a walkway that wraps around the right side of the building, to the familiar back stairs and elevator down to our office.
For further info on the World’s Fair Park project, visit the Public Building Authority’s website
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The Statistician
The Ad Industry’s Image Problem
Duffey Communications of Atlanta and New York’s RoperASW recently conducted a survey of 2000 U.S. adults between the ages of 18-65, listing advertising practices that the consumers think dominate the industry. Of the Top 10 traits perceived by the public, only two were positive.
1. Unrealistic standards of beauty
2. Exploiting children by convincing them to buy things that are unnecessary or bad for them
3. Being creative or entertaining with advertising
4. Reducing amount of product and charging the same price
5. Targeting specific groups and convincing them buy things that are unnecessary or bad for them
6. Misleading/exaggerating health benefits
7. Misleading/exaggerating environmental benefits
8. Subliminal advertising
9. Making unfair misleading comparisons
10. Using online services to provide more detailed informationConsumers’ ranking of the three least often observed practices:
1. Using advertising to teach good values to young people
2. Incorporating and promoting positive role models
3. Using scare tactics
Source: Duffey Communications, Atlanta, and RoperASW, New York
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Successful E-Marketing With Constant Contact
Discover the proven benefits of e-mail marketing with an e-newsletter to promote your business. At ConstantContact.com you can build and manage your subscriber list and send your custom-designed newsletter from your own secure control panel on the website.
Sign up today for your free 60-day trial at ConstantContact.com, and contact Morris Creative Group today to design and implement your new E-marketing plan.
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