Posts Tagged ‘Media strategy’

Vanquishing the Scariest Mistakes in B2B Marketing

Scary marketing trendsAvoid these typical marcom missteps for better results


Unfortunately, we’ve seen it before in marketing programs.  Great concepts, great creative, great intentions…marginally acceptable implementation!


Many times, deadlines, pressures from the powers-that-be, and the urge to start seeing results can push marketers to cut corners on some pretty important aspects of proper marketing communications campaigns.


Read the rest of this entry »

Diversify Your Advertising Tactics

advertising channels, advertising media, print ad, digital ad, social mediaThe Mix of Media You Need

We’ve been hearing a lot lately about the shifting of momentum back towards traditional media. It is no secret that 15 years ago, online media stormed the advertising industry and nearly knocked out traditional media, like 90s grunge did to 80s hair bands.  People clamored to get on the digital bandwagon to gain more market share, reach a broader audience and cut through what was perceived at the time as ad clutter.  Or so they thought…

Read the rest of this entry »

As Wayne Gretzky said, “I skate to where the puck is going…”

integrated marketing, marketing strategy, sales funnel, sales marketing, business, business relationships, customer relationships, customer educationLet’s think for a moment about The Great One’s famous quote. He knew that just following the puck, or the market trend in our case, was not going to get him the goal. He needed to head to where the puck was going, arriving at its location before the puck even made it there. Read the rest of this entry »

Is your Marketing The Beach Boys or The Four Seasons?

integrated marketing, harmonization, collaborationWhen we talk integrated marketing, we’re really talking about harmonization. And if there’s a lesson to be learned from the varied vocal styles of two of the greatest quartets of all time, this synchronization can be created in a number of different ways.


Take the Beach Boys—they used the similarities in their three or four part harmonies to seamlessly blend into a rich, full sound—kind of like the sum of the parts becoming greater than the whole—which keeps you humming long after it has stopped playing.


The Four Seasons, on the other hand, were masters at pulling together disparate vocal pieces into one utterly engaging melody, with Frankie Valli’s falsetto delivering that unforgettable punch, making sure Sherry Baby is on your lips for hours to come.


So, which is your marketing program more tuned to?

Is there one consistent element that carries throughout every piece of collateral, on your website, even down to your eblasts? This common thread could be visual in nature or could be a tagline, or maybe a stylized logo supporting your company’s overall objectives. Something that when people see it they know who it’s from.


Or is it more a collaboration of different elements that support a larger message (think Geico here)? The elements don’t need to be exactly the same—stuffed into the confines of one graphical treatment or a key phrase that doesn’t exactly fit a datasheet the same way it does an ad—but they work together and still support the main objective.


Regardless of how it is done, it’s integrated, and as we’ve learned from music icons of the past, harmony in your marketing program can work different ways and still be music to our customers’ ears.


And if you’re thinking, “Hey, what about the Beatles? They did harmony, too!”…well, let’s save them for a post on taking the world by storm…in relation to integrated marketing, of course.

Maintaining the Brand…in Good Times and Bad

Aries Electronics: a Marketing Communications Success Story

Frank Folmsbee, Aries Electronics

Frank Folmsbee, Aries Electronics

Aries Electronics does a lot of things very well.  One is the way they design and manufacture interconnect components and assemblies for the electronic original equipment manufacturers market.  Another is the way they market their products and technologies. Adhering to an age old, time-proven adage, and guided by their close and long-term relationship with The Simon Group, they do it with consistency…in good times and bad.  And, as a result, have had very few “bad years”…even during economic downturns, such as the last one.

Aries was founded in 1972 by Bill Sinclair who remains at the company’s helm today, both as chief executive officer and chief new product designer.  The company has had only two marcom agencies in its 41-year history. Aries reluctantly moved on from its first agency, recognizing that they had outgrown what that agency could provide.  Several of the area’s leading media reps had talked to The Simon Group about Aries…and  to Aries about The Simon Group.  And, in 1991, Aries president Bill Sinclair and sales and marketing manager Frank Folmsbee made a visit to The Simon Group farmhouse.  The rest, as they say, is history.  We’ll let Frank tell the story…

Read the rest of this entry »

Evolving Your Marketing Plan

Savvy marketing plans are custom and continually evolving

By Dave Lesser – President

My two daughters, now 22 and 19, are so different, you wonder if they were born on the same planet, never mind in the same family. My wife and I learned pretty quickly that a good approach for one was not necessarily good for the other.

The same holds true for every company’s marketing plan. Each is unique, so why wouldn’t you create an integrated marketing communications plan customized to match your products, markets and objectives?

One mistake we, as an agency, see over and over again when it comes to marketing communications is that people like to stick within their comfort zone, unwilling to deviate from the tactics that may have worked before.

Of course, there are many timeless marketing principles that will hold true regardless of the delivery method, but try getting a publication to provide you with bingo card leads on pre-printed labels…

Sure, I could lament about feeling old…but I like to look at it in a different light. This evolution keeps us marketing folks (now there’s a dated term) on our toes and on the lookout for new ways to promote our clients’ products.

Read the rest of this entry »

Online Brand Management

cowboy with laptop computerWelcome to what we like to call the New Wild West…online brand management.

Yes, we’re actually talking social media, which has officially become the new sheriff in cybertown.  And its arrival on the B2B scene has caused quite a stir…kind of like what ensued at the OK Corral between the Earp brothers and the McLaury and Clanton boys.  Lots of shots going off and when the dust settled, no one really knew who’d done what, and if it was truly effective in the end.

Social media has definitely infiltrated B2B marketing, but too many companies are scrambling to grab hold of the ever increasing opportunities presented without thinking them through from a business sense.  As with any marketing tactic, how useful will it really be if it’s not implemented properly, managed effectively and integrated with your other campaign elements?

So, how’d it happen?
Although Facebook may have started as a college networking source, it has evolved to be a functional marketing tool enabling companies to offer a captive audience information on its products and services.  And, when you get right down to it, if you don’t claim your company’s Facebook page, someone else will.  Are you willing to hand over your brand like that?

LinkedIn has made great inroads in aggregating people into highly sought after, user-driven groups that enable the sharing of common ideas and provide a forum to

Some emerging developments with Twitter are positioning this site to be a powerful force in tracking more of the sales ‘funnel’ (the steps from a first contact to the actual purchase), which will lead to better results tracking and give marketers more insight into how to tailor certain aspects of a marketing campaign.

Read the rest of this entry »