Marketing for Good

When you retain a marketing communications firm to help present your business to the public, you’re forming an important strategic alliance. How much you get in return will depend on how much you put into the relationship.

Making the most of the services and expertise your public relations agency offers isn’t difficult, but you have to put forth the effort from the beginning. When you do, you’ll build a productive and successful partnership that should produce positive press and, eventually, increased revenue. There are three main ways to increase your chances of creating a successful and productive partnership with a MarComm agency.
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“Brand identity” is the combination of consistent visual elements that are used in your marketing materials. A basic brand identity kit consists of a logo, business card, letterhead, and envelope. It can be extended to include a Web site, brochure, folder, flyer, or any other professionally designed pieces.

Having a brand identity is extremely important to your business’s success. However, many business owners have misconceptions about brand identities that can damage their businesses. Here are three myths that can bring your business down.
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As you enter this economic downturn, where will you begin to trim business expenses to stay competitive?  As a business leader, it is your responsibility to take a long, hard look at your budget and prepare for cutbacks.

Historically, advertising and marketing are some of the first line items to hit the chopping block.  The typical thinking around this choice is something like, “We’ve got a great product, and most of our business comes through word of mouth, and it is so hard to measure the return on our marketing, so let’s just cut that out for now.”

While cutbacks may be necessary, let’s consider why deep cuts in your marketing may be a short-term gain that you may regret in the long-term.  The rest of this position paper will illustrate why marketing in a downturn can be a significant advantage.
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Most businesses are not sure how they can do well, by doing good. For instance, how does one decide between a vast, endless sea of non-profit causes clamoring for support? Additionally, how can business benefit financially from giving? Chad Crouch, a local cause marketing leader, will be presenting “Pro Bono Work Meets Business Integrity” at the national conference Mind Your Own Business Conference on September 25th.
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Paul “Bear” Bryant, the famous college coach is quoted as saying, “It’s not the will to win, but the will to prepare to win that makes the difference.” In other words, the desire for a specific outcome does not guarantee success.

Have you ever felt this way about your marketing efforts? Do you know what your customer needs to hear before you pull the trigger on your marketing campaigns? Does “Ready, Fire, Aim!” accurately describe your planning process?
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When should you think about your marketing? Here are 8 REASONS to review your marketing now.

1. You want profitable and sustainable growth
2. You desire a better brand image
3. You’re announcing new services or products
4. You have a distinct competitive advantage - or wish you did
5. A handful of constituents or customers control your organization
6. You need to attract and keep top employees
7. Your products/offerings surpass your current customer’s perception
8. The right people will value your offering and get involved financially

I have developed a Marketing Scorecard to help you test your marketing. It helps you decide what’s working, what’s not working and where you need to pay the most attention to improve your marketing.

Score yourself from 0 to 5 with 5 being
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Most companies and organizations would agree that marketing is important. Unfortunately, that agreement is usually followed up with, “but it’s not an urgent need right now” or “we’ve tried a few things, but none seem to work.”

Effective marketing is all about
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There are so many new products and services hitting the market these days. What can I do to make sure my brand is differentiated in the marketplace?
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