Marketing communications designed to build business
Marketing Communications
Marketects Does it All!
Written by Kerry O'Malley Sunday, 07 February 2010 21:42
Last week a client of several years called and asked me, "Do you design banner ads for web sites?" I answered, "absolutely!" After we got off the phone, I started thinking about the fact that I had obviously not done a very good job of marketing Marketects' services - at least not to this particular client!
It brings up a very good point. We get so involved in the day to day running of our businesses; we assume that all our customers know as much about our company as we do. The truth is, they probably don't! Part of our job as marketers is to educate our customers and prospects. We have to tell them, tell them, and tell them again, what it is we do and why they should do business with us. With that in mind, following is a list of services Marketects can provide.
Even Proofreaders Need to Proofread!
Written by Kerry O'Malley Saturday, 05 December 2009 13:21
When I emailed the November issue of "Marketechniques," I was reminded of a lesson I learned long ago but was in too big of a hurry to heed: even proofreaders need proofreaders! Yes, I admit it. In my haste to meet my own, self-imposed deadline, I sent out the newsletter without anyone (including me) proofreading it. Did you happen to notice the two errors that I didn't catch? One of them was in the subject line of the email!
Whether your articles span multiple pages or only half a page, proofreading can make or break the impression you make with your readers. Conscientious writers are concerned with editing and proofreading. Together these processes make an article read as a professional piece of writing.
Selling BIG Marketing Ideas Internally?
Written by Kerry O'Malley Wednesday, 30 September 2009 19:20
Slow and Steady Does It!
Before I founded Marketects, I worked for large corporations. I was directing the marketing communications activities, but sometimes had to sell my more creative (i.e.: expensive, risky, untested) ideas to upper management. Over the years, I learned a few things about how to do that! I've also read the results of research studies on "organizational change" that supports what I experienced first-hand.
Big marketing initiatives represent a financial commitment, as well as change (which no human likes.) If you want to get buy-in for YOUR next big marketing idea, try softening the pitch. In other words, make it sound smaller and not quite so radical or revolutionary to your organization. Here are some tips for making things happen.
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.
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.
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Hi, I'm Kerry O'Malley - the Industrial Marketing Muse (and your own personal Marketect, should you so choose!) I have over 27 years of experience developing marketing communications for engineered industrial products and services sold to industry. For the past 10 years, I've done that as a consultant through my company, Marketects.
I love the idea of advertising (and good writing) being catalysts that move people to action. I'm jazzed by the challenge of creating concepts for communications campaigns that work. I'm intrigued by the possibilities that exist on the Internet for the industrial marketer, and I'm always thinking about how to translate those opportunities to my clients. I've never practiced marketing in the retail, mass consumer arena, but I see a lot of that kind of marketing that inspires me and translates over well to the industrial world. I hope I can inspire YOU!