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Stone's Throw Creative Communications

  • Small and mid-size businesses
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September 26, 2018 Comments

Get some press.

You’ve got a story to tell. News outlets and other online information platforms hunger for good content. Whether you’ve got business news to share or your current project sheds light on a contemporary medical or social issue, it may be time to send out a press release. We can help plan and research topics, write engaging copy, and help you find your audience…and help your audience find you. These are a few of the press releases we’ve helped our clients produce and share with their target markets:

NEWS: Automated Control Concepts launches Lab Owl™ Bioreactor Control System

NEWS: Automated Control Concepts promotes key executive personnel as founder retires

NEWS: Dynamic Strategies announces strategic alliance with cybersecurity firm Harbor Technology Group

NEWS: IT managed service provider, Dynamic Strategies, Inc. in Cranbury, acquired by Catapult

NEWS: Acumen Biopharma launches new business unit, expands capabilities into continuous pharmaceutical manufacturing

NEWS: ATCC and The Institute For Life Science Entrepreneurship (ILSE) collaborate to establish a new translational microbiology center located at The NJCSTM in Union, New Jersey

 

 

ideas-and-news 1 Minute Read (0)

June 15, 2018 Comments

No advertising budget?

There’s an old rule of thumb that five percent of gross revenue should be allotted for marketing (which includes sales and promotions), but in the past years we’ve seen guidelines that range from seven to eight percent for companies with gross revenues over $5 million (12% or higher for lower revenues), with 10% emerging as an average.  The Wall Street Journal reports that marketing budgets vary widely by industry with percentages that range from four percent for the energy industry to 24% for consumer packaged goods. You can imagine how large these numbers can grow.

If your business doesn’t command the revenue for large-scale advertising, or if you’d like to increase the impact of your budget without increasing your spending, consider relying more on focused networking. Here are a couple starter ideas that go beyond advising you to increase your activity on social media:

Get involved – You or your colleagues likely already volunteer for a community program, sit on a board, or lead a local scout troop. Make sure that you attach your business credentials to any listings or press mentions.

Teach – Local colleges may need someone with your expertise. If not, volunteer to speak at a business function or hold your own seminar.

Publish – Trade organizations and local media outlets (both online and print) typically welcome guest contributors. If you aren’t up to writing, find a writer to polish up your ideas before submission. (Yes, we ghost write. Call us anytime.)

Be visible – People work with people they know.

Need more ideas…or a custom marketing plan to meet your business growth objectives? Let’s talk.

*Reference: “Marketing Budgets Vary by Industry.” The Wall Street Journal. 24 Jan 2017. deloitte.wsj.com/cmo/2017/01/24/who-has-the-biggest-marketing-budgets/

ideas-and-news 2 Minutes Read (0)

May 25, 2018 Comments (1)

Five quick marketing fixes

If you have some time this afternoon, you can move your marketing forward just a bit more without having to make a sizable investment of time or money. Of course, there’s no substitute for a marketing plan that melds strategy with compelling creative and brilliant execution, but these five fixes can buy you a little of the time you need to plan bigger:

1) Use your company logo and website URL in your email signature. Brand. Brand. Brand.

2) Make sure your estimates and proposals include a one-page overview of the solutions you provide for clients, customers, members, or partners. Cross sell. Cross sell. Cross sell.

3) Keep your social media accounts current, but don’t focus energy on them if your optimal audience doesn’t frequent the platform. If your audience does, ensure your plan includes a social content strategy.

4) Audit your marketing materials to ensure that they reflect your business values and culture. If they don’t, plan updates now. Get out your red marker.

5) Network in person. Choose a local event that interests you and register today. When you attend, ask questions and listen to the answers; don’t sell. Then, attend another next week.

ideas-and-news 1 Minute Read (0)

May 3, 2018 Comments

Overwhelmed?

What has been a common theme when meeting with new clients lately?

More than a theme, it’s a common state of being: overwhelm. Clients can get overwhelmed with the day-to-day demands of running a business or organization. They’re doing important work and operating on all burners. But in that state, it’s challenging to take care of the things that nourish the business, including marketing. Marketing can become a grinding necessity or is guided by bursts of energetic focus after weeks of neglect.

One of the most rewarding aspects of what we do is to bring some relief. Sometimes all it takes for a client to move out of overwhelm is helping to identify a few priorities and address those projects in a creative and meaningful way – getting sales materials into the hands of the folks who depend on them or crafting messaging that resonates with your audience. As priority projects begin to materialize, the sense of overwhelm can make way for innovation. When that space opens up, we can see clients becoming excited again. Everything begins to click.

ideas-and-news 1 Minute Read (0)

November 15, 2017 Comments

Do you have a sales process?

Larger companies typically understand how to leverage their marketing efforts to grow business. Part of that understanding is manifest in an institutionalized lead qualification and sales process. Salespeople undertake rigorous training on the features and advantages of products and services, how to use recommended marketing materials, and even how to overcome customer objections. But, having a workable sales process helps businesses of all sizes.

You likely have a sales process already, even if you haven’t memorialized it in print. Have you tried writing it down? Not only will it help you save time with each prospect, it will help you identify where you could lighten up or fortify activities. We know it’s all about making connections and building relationships, not about getting caught up in data entry and recordkeeping, but outlining your process is likely to help streamline your efforts for optimal effectiveness.

Whether you are an entrepreneur or you market a growing mid-size business, reviewing the phases of your company’s selling process will help you ensure you have all the tools necessary to build your business with increased opportunities. Download our quick guide to getting organized with your sales process.

For ideas on how to position and market your business, let’s talk. Give your salesperson all the communications material needed for optimal performance: introductory email content, an informative website, capabilities brochures, spec and sell sheets, email marketing campaigns, and even telephone scripts for initial calls and recommendations for online CRMs.

ideas-and-news 2 Minutes Read (0)

September 20, 2016 Comments

Marketing your business?

Leverage our customized marketing plan roadmap to get you started.

Spend more time on what works and less time chasing white rabbits. MarketingCare provides smaller to mid-size organizations with insightful feedback and step-by-step recommendations for marketing with impact.

You’ll receive:

•  A one-on-one interview with a marketing professional who knows the right questions to ask to help determine what your business or organization does, the market(s) it serves, where it’s been and where you’d like it to go

•  A brief overview of your company background and general marketing objectives

•  Recommendations for marketing and promotional activities geared to your business’s objectives

•  Step-by-step suggestions for creating presence, softening the market, and building relationships with your clients, customers or members

•  A review of your customized plan with a marketing professional

•  An easy-to-follow guide

Use the plan in whatever way works best for you.
•  Develop your marketing materials and promotional activities on your own.
•  Contract Stone’s Throw for the support and services you need to develop and execute one or all of our recommendations. On request, we will provide you with pricing for creative and other services at no obligation.

“Clients get overwhelmed with the day-to-day demands of running a business or organization. Marketing can become a grinding necessity or is guided by bursts of energetic focus after weeks of neglect. It’s part of our job to help them feel some relief. When that space opens up, we can see clients becoming excited again. Everything begins to click.”

We’ll provide the careful devotion to the details.

For more than 20 years we’ve worked closely with clients in fields that range from professional services to education, and from biotechnology to healthcare. We understand the unique dynamics of working with smaller companies that have the ability to react quickly to shifts in market climate or sudden business development opportunities; you want to work with a team that will help you rise to the occasion. You also value a creative partner who provides checks and balances between planned activities and expectations.

Contact us for information on our flat fee for the entrepreneur and small to mid-size businesses and organizations.

Beyond a marketing plan, how can we partner with you to move your business forward?

For a select number, Stone’s Throw provides virtual CMO support, functioning as the business’s marketing department. As a Chief Marketing Officer would, we initiate and guide marketing plan recommendations and develop communications strategies that align with the company’s overall growth objectives.  As a marketing manager and department would, we also provide the creative services, design and copywriting, art direction, production and programming that bring the company’s marketing plan to life. From broad goal setting, to day-to-day marketing tasks, we work side-by-side with you to build forward momentum. It all starts with a plan, even if that means determining a few loose parameters now, and establishing more focused guidelines later.

Over the course of nearly 25 years, we’ve had the privilege of working with many fine businesses and organizations. Those most successful at engaging their target audiences – and manifesting brand language that resonates with customers– have one important characteristic in common; they understand the power of planning.

Strategic marketing communications for your business are just a stone’s throw away.

Consultation  •  Strategy  •  Writing  •  Design  •  Integrated marketing programs  •  Individual projects

© Stone’s Throw, Inc.  All rights reserved.

ideas-and-news 5 Minutes Read (0)

June 29, 2016 Comments

Happy anniversary!

Is your business or product reaching a milestone? Celebrate it.

This year marks our 25th anniversary and has had us looking back through our archives.  The following recommendations began as advice to a client. They’re perfectly suited for today, and bear repeating.

If, like Stone’s Throw, you are nearing a significant anniversary, congratulations!  Experience is a valuable business asset.  Businesses that stand the test of time foster trust, confidence.  When your business or product reaches a milestone anniversary, let your clients and colleagues know about it.

Whether you decide to do a few labels for your stationery and a single press release, or several activities culminating in an awards reception, let’s call your anniversary activities a “program.”  No matter the details, whatever you do will and should serve as a marketing communications opportunity.  If at all possible up front, determine the length of time you’d like to dedicate to your anniversary program, determine a budget for the program, create a timeline for program events and activities, and assign responsibilities for each project or task.  At the risk of sounding crass, like other communications programs, an anniversary program easily falls under the category of business building in all its forms and departmental labels: business development, public relations, marketing, lead generation, corporate communications, sales and promotion, etc.  As upbeat and celebratory as some of the events to mark them may be, make no mistake, anniversaries mean serious business.

Whatever you plan to do, try to focus on and involve your clients, employees, community and any other groups that influence your company.  This will also help you determine which anniversary themes and events will resonate most.

We’ve put together a list of ideas for helping to mark the occasion, and perhaps create a little buzz and good will with your clients, employees and other business colleagues. The list begins with the most practical and least expensive.  It’s certainly not all-inclusive, but it should help to get your creative wheels turning.

Do a bit of digging.  Browse through your company archives and scrapbooks with the aim of rediscovering your company, recording a company history timeline, collecting photos and news items that may help tell your anniversary story, etc.  This research may help set the tone for your anniversary and spark ideas to commemorate it. For example, you might use the material to create a reception-area display or a web page of your company’s four-decade history.  Be sure to get your team involved in the digging.  Encourage employees to bring in photos from their time with the company, too.

Establish an anniversary theme.  This could include a special logo and tagline – Clients first for fifty years, Celebrating a Million Widgets, etc.

Tell your story.  Write a press release that isn’t simply an announcement of your anniversary, but shows how relevant your anniversary is in 2016.  Talk about the economic climate changes your business has weathered.  Mention other events that parallel your history.  Showcase employees that have been with the company over its history.  Allow readers to see some of what so many years of successful experience looks like.  Perhaps provide helpful information about your area of business expertise. You should tailor the release to the particular media outlet.  Post anniversary content on your social media accounts and blog (LinkedIn, Facebook, YouTube, etc.).  Submit content or press releases to appropriate trade and business journals and other publications.

Let people see (and hear) your success. Include your anniversary logo and tagline on all communications materials.  Teach employees how to use the logo in email signatures.  Provide your employees with labels to use on existing stationery, invoices and envelopes; integrate the anniversary logo in specially printed letterhead, invitation and other materials.  Make sure all of your trade dress includes reference to your anniversary (trade booth graphics, employee recruitment posters, billboards, advertisements, brochures).

You may also want to create a few posters to use internally – a thank you to your clients in the reception area and thank-yous to employees in common areas.

Consider adding an anniversary or thank-you message to the recorded greeting on your company’s phone answering system and/or integrate it into reception greetings and phone answering.

Show you care.  The possibilities are endless. Here are a few ideas that don’t have to be exorbitantly expensive in order to be effective and appreciated:

Sponsor a team for a youth sport, a charity walk or a marathon fundraiser. Provide T-shirts and a hospitality tent or table at the event.

Offer clients an anniversary package deal. Are there a few services you might bundle together at “anniversary” pricing?

Plan and sponsor a community event. Contact the town in which you operate your business to see if there are opportunities for you to plant a tree or a garden in one of its parks or donate a piece of sculpture or playground equipment. Provide a free professional services workshop in concert with one of the area colleges. Institute a scholarship. Create a time capsule. Invite the media to the event by sending out a news release prior and contacting editors personally (especially the community news). Tie the event into your company mission.

Throw a party.

It’s easy to celebrate with an employee-only party on premises, but you may want to consider inviting clients and employees to something more celebratory in a special location. Consider recognizing anniversaries within your anniversary; recognize employee and client loyalty with awards. Show a slide show of your scrapbook. Schedule the party to coincide with your actual anniversary date. Be sure to photograph the event and share the photos (web site, bulletin board, newsletter, press releases, etc.).

Give a few gifts.

Giving a small, quality token of appreciation can go a long way. Depending on the theme for your anniversary, select gifts that will bear your logo and tagline. Match the item with your mission and the theme of the anniversary. Personally, I would choose and recommend recycled, repurposed and green giveaways over cheap and mass-produced plastic bits. “Honor” charitable contributions, a healthy plant, flowers, good food and well-made chocolates top my list – all green and all customizable.  Gift cards and recognition awards can be quite meaningful, especially for your staff.

Tap into your creative team.

If you’re at a loss for where to begin, or simply don’t have enough time to get things started, why not use your trusty creative resources to help develop your anniversary concept and bring it all together? Like your favorite writer or designer? (That’s my shameless promotional plug.)

No matter how you celebrate and share your story, happy anniversary!

All my best,

Deanne

 

© Stone’s Throw, Inc. All rights reserved.

ideas-and-news 10 Minutes Read (0)

May 24, 2016 Comments

At every level – planning

Whether creating a single promotional piece or an integrated marketing campaign, all marketing communications efforts benefit from planning.  Of course that planning might take place in a very compressed time period (“You need that by tomorrow?”), but experienced marketers consider brand, positioning, communications objectives and audiences (among other factors) before they ever put pencil to paper or cursor to blank screen.

The plan is never written in stone (pardon the pun); it lives and breathes, allowing for changes when new data comes in or new opportunities arise. Mapping it out ahead of time simply sets our primary direction, but it goes a long way toward reducing the intimidation factor.

For some clients, we have the privilege of planning full multidimensional campaigns that build over time on the successes of key components.  We often begin with the marketing activities that help create a presence for the company or product – perhaps brand identity (logo, tagline, positioning statement), key brand messaging and language, capabilities materials, website, print and online advertising, and press releases. The second phase may include activities that soften the market for business development or sales efforts – always leveraging relevant content development – email marketing, direct mail, seminars or community programs and social media.  Finally, we explore activities and materials that will be used to fulfill the inquiries generated by the new marketing efforts – maybe product- or market-specific sell sheets or product information, packaging, newsletters, blog posts and white papers.

For others, we’re tasked with creating one special element of their marketing or promotional material.  Even in that case, we ensure our work dovetails into the overall plan and the communications strategy. It often takes only a few moments to confirm that we’re on track, and that can make all the difference.

For a select number, Stone’s Throw provides virtual CMO support, functioning as the business’s marketing department.  As a Chief Marketing Officer would, we initiate and guide marketing plan recommendations and develop communications strategies that align with the company’s overall growth objectives.  As a marketing manager and department would, we also provide the creative services, design and copywriting, art direction, production and programming that bring the company’s marketing plan to life. From broad goal setting, to day-to-day marketing tasks, we work side-by-side with you to build forward momentum. It all starts with a plan, even if that means determining a few loose parameters now, and establishing more focused guidelines later.

Over the course of nearly 25 years, we’ve had the privilege of working with many fine businesses and organizations.  Those most successful at engaging their target audiences —  and manifesting brand language that resonates with customers — have one important characteristic in common; they understand the power of planning.

ideas-and-news 4 Minutes Read (0)

October 9, 2015 Comments

Plans for holiday marketing?

It’s that time of year again. Many seasonal celebrations dot the fourth quarter like the holes in Swiss cheese, making the coordination of schedules more challenging and finishing team projects less likely. Where many of us see this time as providing welcome breaks for refueling, some of us see it as an interruption in the momentum we’ve worked diligently to generate over the past nine months, or as a time to cram to meet the fading year’s goals and objectives. Where do you fall?

Whether traditional, national or religious, holidays are a part of our shared experiences during the late autumn and early winter weeks. They also offer a built-in reason for business owners and marketers to reach out to clients and prospects. Is holiday marketing part of your business plan? Think about how a few holiday communications may meet your company’s marketing strategy.

Let’s get beyond the holiday card and email. (Although, let’s not forget them.) Have you planned an open house with a theme that reflects your new proprietary technology? Are you hosting a client appreciation event that features a 10-minute presentation on how your services benefit the attendees?  Will you count down to New Year’s Eve with a cool tip each day that you’ll post on social media?  Will your business sponsor a charity’s year-end festivities or a community playhouse’s December performances?

If you haven’t already, start planning. And, if you need a bit of help, give us a call. Happy holiday season!  Enjoy it all.

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April 23, 2015 Comments

Creative & marketing support

Tap into creative and marketing support when you need it – defined by the project or based on time.  What could make more sense?

The support we provide to our clients sometimes puts us in mind of geese flying in a V formation. Scientists believe that this geometric configuration helps each bird conserve energy by reducing wind resistance – each bird taking its turn at the front. It also helps the geese look out for each other by maximizing visibility. I’m sure you know that human pilots have long mimicked this flying pattern to provide protective support to the lead plane.

 
Think of us as your creative wingman.
How can we help your organization?

Call Deanne or Janice at 609-395-0650.

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Stones Throw, Inc.
Cranbury, New Jersey

1-609-395-0650 Phone

1-855-330-8721 Toll-free

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