The ultimate goal of marketing is to gain new customers. You spend both money and resources to educate your prospects about why your products and services are the best out there. The problem is that most of the time, people seeing your ads or reading your whitepapers and press releases aren’t entirely ready to commit. They need guidance, encouragement. The application in your case study is really interesting, but they may not have that specific application right now.

It’s these situations that expose the weak link between marketing and sales; the gap that exists between broad marketing techniques and closing a sale. You’ve met your marketing communications goal by targeting the right audience and gaining interest, but you aren’t quite ready for the sales team to take over. You’re stuck in the “in-between” when there isn’t one specific person responsible for the next phase.

Often, leads are passed on to sales without a second thought about whether or not all critical data has been obtained. A sales person gets incomplete information or a contact that isn’t ready to move to the sales-side of the deal, so the sale doesn’t move forward. How can you turn an inquisitive reader into a real buyer?

Fortunately, when given some light, that “in-between” grey area of lead management can reveal tried-and-true steps to follow. Lead management can educate buyers, help you understand your customers’ needs and ultimately generate revenue when a comprehensive and effective strategy is used.

These simple steps can turn that weak link into one of your most effective strategies by coordinating efforts between the marketing and sales teams. One group or one individual just won’t have the time, or the knowledge, to take care of everything.

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Articles, Online Marketing Advertising, Branding, leads, Marketing, sales

Jena Stauffer has recently taken on the role of Marketing Specialist, specializing in expanding the company’s online marketing programs, including online advertising, social media outlets and other web venues. Jena enters this position after initially joining The Simon Group as an intern in May 2008. She will also continue to provide account support for all areas of marketing, such as strategic planning, research, advertising, public relations, collateral, direct mail and new business development.

Download the Full Press Release (Word.doc 187k)

Press Releases, TSG Updates Advertising, Marketing, press release, Social Media

Advertising may seem expensive, but when done correctly, it’s a great way to broaden your company’s brand awareness and increase sales, especially in down economic times when your competition may be cutting back on their frequency or ad sizes!

As part of an integrated marcom program, advertising is a highly effective way to get your message seen by customers and potential customers. Because you specifically control the message and where it appears, it tends to be more expensive than other marcom tactics, like PR.

And it’s interesting to note that most publications carry separate circulations for their online readers and print readers. There is still a subset of people that rely on print to learn about emerging technologies and products, while others rely more heavily on websites and e-newsletters.

Determining where to advertise can be a bit tricky. Here are three helpful hints to make your advertising program more effective.

First, determine your target audience; who do you want to reach? Narrowing your target audience helps you identify what trade magazines and web sites fit your company best. Look past the raw number of people that receive the publication as well as the click-throughs and impression statistics typically found in a media kit and understand who is reading the magazine or visiting a web site. Pick a publication where the circulation is representative of your target audience – job title, industry or market segment, what products they specify or other relevant criteria. Independent third party audits, such as BPA or ABC statements, are a great source of data if they are available, but there are other ways to obtain this info, too!

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Advertising, Articles Advertising, Branding, Marketing, Media Analysis

By Marty Simon – CEO

The marketing communications business has seen a lot of business cycles come and go in the last 40 years…even a few recessions. Through it all, we’ve seen that clients who remained aggressive in their marcom efforts during downturns come back stronger and faster than those who cut back on marcom expenses.

We used to think this was only anecdotal based on our clients’ experiences. But it’s really much more than that. Research over the years has proven precisely what we’ve observed.

A few weeks ago a summary of research in just this area landed in our email. It tracked four recessions since 1970 and the impact that marcom expenditures had during those downturns. It showed the same trends for the country as we saw in our clients: those who maintained or increased marcom budgets during the recessions fared far better than those who trimmed their marcom costs.

If you think about it, it just makes sense…you get a bigger bang for your marcom buck because your competition is cutting back and you’re not. That’s a simplified view for sure, but it seems to be the essence of the strategy! The research is everywhere…search your favorite marketing resource or view the studies we read at www.gtms-inc.com and www.americanbusinessmedia.com.

Thanks to Go-to-Market Strategies and American Business Media for this valuable research!

Articles, Integrated Marketing Advertising, Branding, Marketing

By: Nissen Isakov, President, LCR Electronics, Norristown, PA

Building a company requires knowledge of several business sectors, from design and development to production and customer service. One important aspect is all too often left at the end of the to-do list: marketing efforts. Creating products, incorporating the latest technologies into them and offering supporting services always comes first, but the next step is letting your customers, and potential customers, be aware that these items are available from your company

Once you have in place the right products, services and infrastructure to support them, you have to get the word out. Establishing a marketing plan is a comprehensive way to ensure the right people know about your business.

For years we performed in-house marketing: print ads, online ads, website management. We thought we were handling ourselves fairly well, never thinking that as a small business we could afford the services of an outside agency. Although the company has had a history of steady growth, with the downturn in the economy, we realized that we needed the help of a professional marketing company. It was a natural part of moving our business forward.

After reviewing and interviewing multiple agencies, The Simon Group sold us on one main point: they knew our products, our markets, our industry. We knew the only way to move into the future effectively and efficiently with a new marketing agency was by working with a group of people already well established in our target markets. And of course, their great personalities helped, too.

Immediately, The Simon Group proved how well an integrated marcom plan can work. We graduated from an internal plan narrowly focused on advertising and website management to one that also included an extensive public relations (PR) program, greater emphasis on our website, tactical print and online advertising with The Simon Group’s Strategic Marketing and Planning (SMAP™) Program, direct mail and continued support and research in all areas of marketing.

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Articles, Integrated Marketing Advertising, Branding, Marketing, PR

What to look for in a Large Format Printer
Outputting large graphics is not an easy matter. Digital printing technology may have made some aspects of printing easier, but for high-quality, brand-building graphics, trade show graphics and booths, packaging and point of sale items, museum wraps, the knowledge of printing technology is crucial.

These days, the three primary components in making great graphics notable are: people, computers and capabilities. As we all know, this can turn out to be a deadly combination if any of the planets, or the print heads, are out of alignment. Many things can go wrong at different points along the process.

This is where a production house can provide great value to its clients.Printing colorful graphics takes numerous detailed steps. All incoming work must be preflighted or checked for a myriad of issues.

• Proofreading the already-read copy…it’s amazing what is caught with a fresh set of eyes.
• Does the electronic file match what the graphic is actually supposed look like? Sounds
      ridiculous, but all too often the two are a mismatch. A good printer will insist upon a
      hardcopy to compare to the file.
• Is the file of adequate resolution to print a quality output? Graphics provided for a
      small brochure are not always usable for the larger size graphics and posters.
• Are the colors intended to be pleasing or a specific PMS color match? This issue is
      particularly important if there will be repeat graphics over the course of time.
• Consistency is so incredibly critical during an ongoing campaign and to
      overall company branding.

The key point is to seek a printer who specializes in graphic output and printing, especially if dealing with large graphics. Make sure to communicate often with the production house.

Questions from both parties are essential! Remember, the higher quality input from you at the beginning of the relationship with your printer means a higher quality product at the end of the process. Communication beforehand saves time, lets everyone meet deadlines and keeps waste and costs to a minimum. Make sure nothing unexpected occurs during the graphic production process by working closely with your printer partner.

Fine Art Graphic Imaging specializes in Giclée printing, a French word referring to a printing technology, using a machine called the Iris. The Giclée print process is achieved using high-end digital printers capable of producing small droplets of ink.

As a full color electronic digital output company, Graphic Imaging has always been the Designers’ Helper, a service bureau for any graphic output, to provide a comprehensive set of printing solutions for all graphic needs. The company produces graphic images for trade shows, events and retail operations and convention signage as well as prototypes for packaging applications and ‘one-offs’.

Our thanks to Katherine Keller, Owner & CEO of Graphic Imaging, Pipersville, PA. She can be reached at (215) 766-7927, or visit the website at www.graphicimaging.com.

Articles, Collateral & Printing Advertising, Marketing, Printing

The new year brought in a new president to The Simon Group. David Lesser replaces Marty Simon, who will remain involved in the agency’s account service and creative functions as CEO. Lesser’s extensive knowledge of the company, the clients, and the industry will help him to move the company forward as the agency grows and evolves. He will oversee the company’s internal operations as well as account services, including public relations, advertising, media and marketing. Lesser’s appointment will preserve The Simon Group’s determination to provide superior quality service for its clients, while also expanding opportunities for success in the growing areas of marketing.

Download the Full Press Release (Word.doc 192k)

Press Releases, TSG Updates Advertising, Marketing, press release

As the economy slows down, most companies are looking for ways to save money. The temptation to reduce marketing and advertising campaigns seems like a painless budget cut. However, businesses beware: marketing cuts can easily make your company invisible.

Today’s “Informed Consumer”
Especially in this age of the “informed consumer” where information is more readily available through multiple mediums (social networking, on Web sites, trade press, conferences), potential customers are smarter and expect more from businesses. Now is the time to flex your strategic muscles to impress customers: make them think about how they can use your products, not wonder if the products still exist.

During tough economic times, staying visible is key. While spending is down, everyone needs to work harder for dwindling sales opportunities. Cutting marketing campaigns is a sure way to advance your competitor’s sales. Instead, why not take advantage of their downturned marketing programs?

Smart, focused marketing campaigns will concentrate on cost-effective and creative methods to increase your exposure, keep you in touch with customers, and generate sales for your company, not your competitors.

History Repeats Itself
An analysis of 600 companies from 1980-1985 in a study of U.S. recessions by McGraw-Hill Research showed companies that maintained or increased their advertising during the 1981-1982 recession averaged significantly higher sales growth, both during the recession and for the following three years, than those that eliminated or decreased advertising.

If history is to repeat itself, as so often it does, it is the smart company that can take advantage of a downturn. The answer to a demanding economy should not be to hold back, but, at the every least, to maintain market presence to secure a head start on your competition when the economy strengthens.

What is Smart Marketing?
It’s important to tailor your marketing campaign for your specific strategies and objectives, especially in a down economy, to maximize your ROI. We know we can control our advertising message, but traditional space advertising can be expensive.

The good news is there are many cost-effective marcom options that do a great job of supplementing advertising.

Public relations provides the lowest cost per exposure and inquiry, and is an excellent means of getting broad exposure in several markets.<

Fractional ads and online opportunities also offer lower cost options that provide the frequency we need to be seen on a regular basis.

For a major branding campaign, bigger and brighter are always better – but in today’s world, an integrated marketing communications campaign that selects those tactics with the most cost-effective impact and that focuses on your real business needs, makes more sense than ever.

Learn more about The Simon Group’s PR strategies.

Learn more about The Simon Group’s advertising strategies.

Articles, Online Marketing Advertising, Marketing, PR

Have you noticed the subtle shift in business models for mobilizing resources? No longer operating within a geographic niche in the supply chain, but rather in a worldwide marketplace, competitive organizations find themselves streamlining literature resources for more efficient delivery and cost effectiveness.

Push Method
Traditionally, companies print marketing and product support documents in mass quantities and then store them in a warehouse until needed. Companies must forecast the demand for printed materials (“push” model), then pay to print and store them until use.

But often companies need to update and reprint these documents before existing inventory is depleted. Return on investment decreases with the cost of printing and warehousing documents that many times go unused or become outdated and are then discarded.

Pull Method
A new model, focusing on a “pull” methodology, creates a strategy to mobilize appropriate resources only when the need arises. Pull models give users more control to creatively select and purchase literature, based on individual needs and specific opportunities.

One innovative pull strategy is the web-based Online Marketing Pro™ brochure-building software tool powered by media
off™ automated fulfillment from Ken Cook Co. (http://www.kencook.com/) Online Marketing Pro enables individual dealers, distributors or other personnel to customize pre-determined templates and create flyers, sell sheets, promo documents, even catalogs, that suit their needs, without compromising the company’s overall branding efforts.

Cost-efficient Control and Creativity
Templates, using pre-populated image, pricing and text databases, allow users to insert individual identification and location information, even a distributor/dealer logo, into the layout. The company maintains control of branding while users design materials for special sales, events, trade shows or major client presentations.

media
off streamlines the document print, inventory management and fulfillment processes by providing information and resources, just-in time and on demand. (Shipments typically go out within 24 hours of an order.) It eliminates the need to preprint mass quantities of literature by enabling an easy-access, user-friendly web interface for managing inventory, placing orders and replenishing materials. With media
off, you can dramatically reduce printing costs by eliminating outdated materials and warehousing charges. Distributed materials will always contain the most current information.

With this system, you can build your literature, purchase a quantity and have it shipped anywhere in the world – automatically – with one point controlling the production, branding, color and quality of your marketing documents.

Global Applications
Today’s best-in-class manufacturers are using technology solutions as a competitive tool to manage global expansion and connect remote plants, factories, customers and supply chain partners. Diverse and increasingly stringent environmental and safety regulations differ around the world and require sophisticated management of internal processes.

media
off enables the convenient delivery of technical documentation, as a PDF download, a printed document or a CD/DVD, that conforms to regulatory and language requirements. Anyone with access to a web browser – in your office or across the globe – gets an unparalleled degree of flexibility and ease of use.

Advancing the “pull” business model, Online Marketing Pro powered by media
off completely changes the way you can produce and supply documentation in the global marketplace.

Our thanks to Jean Tikusis, Marketing Manager for Ken Cook Co., Milwaukee, WI. She can be reached at jeant@kencook.com or (414) 847-1257.

Articles, Collateral & Printing Advertising, Marketing, Printing