Marketing Communications

Take Time to Plan: Accomplish More with Less

Written by Kerry O'Malley Friday, 18 September 2009 19:57

If you don't have a plan to tell you where you're going - how will you know when you get there?  This has been one of my mantras throughout my marketing career.  Companies that take the time to plan a thorough strategy of integrated marketing tactics not only accomplish more - they accomplish more with less.

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Stay Committed To Marketing

Written by Kerry O'Malley Wednesday, 26 August 2009 15:22

When profits are down or other factors threaten your company's stability, it's easy to target marketing as dispensable.  Smart companies understand that  consistent communications, over the long haul, ensures the health and growth of a business.  Here are a few ideas to encourage you in your commitment to your marketing program, regardless of the winds of change.

• Remember that marketing is about "cultivation": Your prospects will buy when they need a product or service, not when you want to sell. Remember that you will win new business by consistently keeping your name in front of prospective customers.
• Follow up with solid information: The worst thing you can do is to ask for a response in your communications, and then not have additional information to provide when your prospect takes action
• Communicate on a regular basis: It's impossible to keep in touch personally with all of your customers and prospects, by phone. You can, however, "touch" these people in many other ways on a regular basis.
• Be patient and don't stop your marketing efforts: The biggest mistake you can make in your marketing (other than not doing it at all) is to stop the cultivation process. Business may be OK today - but what about next year?
• Make your marketing communications program dynamic: In other words, don't just keep doing what you've always done. Evaluate your communications often and keep them fresh and relevant to your prospects' needs.

Industrial Branding: Why It's Important - Part II

Written by Kerry O'Malley Monday, 27 July 2009 18:58

A few weeks ago I wrote about why even industrial companies should consider "branding" just as important as companies that sell to the mass, consumer market.  Hopefully, I convinced you!

Companies that are serious about branding usually incorporate some key elements into the branding process.  Listed below are ten major steps to branding, from initial development, to follow-up and refinement.

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Positioning Your Company for Success

Written by Kerry O'Malley Wednesday, 22 July 2009 21:07

Answer this question about your company, "Why should I buy from you?"

"Why should I buy from you" is what your customers and prospects ask themselves constantly when considering a purchase. Of course what they're really asking is "What's in it for me?"

A simple strategy for positioning your company or product deeply in your target market's mind is to develop a branding statement, or "unique selling proposition."  The idea is to identify and communicate a concise statement of your company's most compelling offer and benefit in a way that a potential customer can automatically answer the "what's in it for me" question.

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No Marketing Budget? Think Viral!

Written by Kerry O'Malley Tuesday, 14 July 2009 18:04

Marketing budgets are shrinking.  In some cases, they've been slashed to almost nothing.  This is the exact opposite of what SHOULD be happening during tough economic times.  When the going gets tough, the tough get marketing.

OK, you say, but how does that happen when my corporate purse strings are tied?  Simple:  think viral.  You've probably heard the buzz words "viral advertising" or "viral marketing" in connection with Internet marketing; but go a step further with it.  Viral marketing principals can also be applied in industrial marketing communications.

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