September 26, 2013 Comments

Where do you focus?

If you’ve been feeling overwhelmed, even confused, about where to focus your marketing energy, you’re not alone. The options seem unlimited. Just ten years ago, a fine strategy for a business owner’s marketing and promotional plan likely included some direct mail, print, broadcast and outdoor advertising options, some type of community outreach program, compelling sales materials, and a brochure-style website. Today, we can engage with prospective customers almost anywhere, so businesses include interactive websites, blogs, mobile apps, social media, digital advertising, video channels, email campaigns and more. Luckily for most of us, just because we can [try to] do it all, doesn’t mean we should. It’s very easy to spread yourself too thin, which can actually dilute your message, reach fewer customers and exhaust you in the process.

Where do you start and how do you select the most appropriate avenues for your business? How do you do it with clarity and confidence? First and foremost, be selective. Be critical and objective. Don’t be dazzled by analytics unless you’re seeing an impact on your bottom line. Make a plan. Build your plan on a foundation of the basics. Make sure you keep your core vision in mind. What do you do for your customers? Who are they? Why do they choose you over others?

Interested in a guide to help market your business? For a modest fee, Stone’s Throw provides MarketingCare, a custom marketing plan roadmap to get you started. Click here to learn more, or contact Deanne at 609-395-0650.

August 22, 2013 Comments

Hire an ad agency or DIY?

When to do it yourself:

A journalist for a local business publication asked us if smaller companies should hire ad agencies. Well, that certainly got us talking. Of course, we shouldn’t make sweeping generalizations, but we can address some of the issues smaller businesses should consider before they reach out for help.

Our advice in a nutshell:

A small business typically doesn’t employ someone dedicated to its marketing efforts, so it often makes sense to hire a specialist … for some things. You can then employ the best talent, at competitive costs, just when you need it – similar to how a small business might hire an accountant or other professional service provider. Use your time to leverage your expertise to generate income for your business. Use someone else’s time to leverage their expertise on your behalf.

Be selective.

If you think you can’t afford to hire comprehensive marketing and creative support, get picky. Hire a marketing professional only to help you develop a promotional plan or strategy, then consider what can be handled well internally and what would benefit from objective creative or professional execution. If you have a brand and a plan, and can follow style guidelines set by your professionals, you can choose to get help when it will really pay off.

When we work with clients, we provide flexibility when it’s needed. We’ll create structures that help to ensure the success of what a client produces in-house. For example, we’ll provide advertising and presentation templates, easy-to-follow style guidelines, and content management training for website maintenance and blog updates. Any quality partner should offer you a similar working relationship.

Get your important marketing communications done well.

Not that everything isn’t important, but some communications have much greater visibility, or are finely tuned to target a specific subset of your market, and will suggest that you’ve made an investment in yourself (or that you haven’t). That’s something that has the potential to breed confidence in your customers. Those communications will likely include your brand identity and your advertising style and core messaging — the pieces you’ll want to get right, right from the start.

So, if you’re considering hiring some outside assistance, ask yourself these questions:

– Does the necessary talent exist internally?

– Will handling this project internally put a strain on our resources?

– Will I have more or less control over the project?

– Will the project benefit from objectivity?

If your answers point you to finding outside help, it’s time to take a look at available marketing and creative service providers. Use your Chamber directory. Ask colleagues and friends for recommendations. If you search online, don’t simply review a firm’s portfolio, look for client recommendations. Interview the firms that appeal to you and ask for a proposal or estimate, just as you would for other services. That will help you understand the firm’s approach and give you an idea of what it’s like to work with them.

Read the interview with Stone’s Throw’s Deanne Napurano in Mercer Business magazine.

August 15, 2013 Comments

Hiring outside creative

How do you determine its value?

When we launched our business in 1991, the economic climate felt eerily similar to what we’re feeling today. Circumstances are different, but even a casual observer can see a familiar reticence when it comes to organizations spending on new programs, new marketing initiatives. Some companies are bringing the creation and production of their marketing and sales tools back in-house hoping to reduce costs, but are finding that the process, the resulting materials and their effectiveness may not be what they bargained for. Some of our clients have found the following Creative Business article helpful in determining the value of contracting outside creative services.

Evaluating outside services: Measuring the true cost of creativity

It is relatively easy for an organization to determine the true cost of manufactured goods – a combination of raw material, fabrication, marketing and distribution, labor, and overhead costs.

Much more difficult to determine is the true cost of services. Services are labor-intensive, not capital-intensive; their value lies not so much in what they provide today as in what they contribute to the future; and comparison and evaluation is always qualitative, seldom quantitative.

Here are some things to consider when evaluating how to handle your organization’s requirements for creative services.

The need for specialists

Being efficient and competitive in today’s global economy not only requires an organization to utilize the most sophisticated of resources, but also to maintain a high degree of flexibility. The only way to accomplish both cost-effectively is to employ a core staff of managers, and to supplement them with trusted outside specialists when required. This way, it is possible to employ the best possible talent at competitive costs.

Specifically, when it comes to creative services, it is nearly impossible for any organization to employ enough talented individuals – writers, graphic designers, illustrators, and photographers – to handle its many different communications needs internally.

Real versus “company” money

On the surface, utilizing outside vendors often seems exorbitantly costly. In fact, however, they are usually very cost-competitive, and may even be less expensive than attempting to handle the same work internally.

The reason for the appearance of high cost is that corporate bookkeeping practices and internal budget transfers seldom reflect the true cost of internal labor.

Most commonly, internal department cross-charges only accommodate actual payroll expenses with a small factor thrown in for overhead expenses. When all costs – salaries, benefits, and overhead – are included, studies have shown that charges for outside creative vendors actually average about 5% less than the same work done internally.

Also important to consider is that except for the smallest of jobs, creative fees are always a small fraction of total job costs. Even when apparent (as opposed to real) costs are the basis for calculation, the incremental increase in creative costs attributable to going outside is seldom more than 5% to 10% on a small brochure or ad, or less than 1% on a major corporate brochure.

Keeping creative work inside for budget reasons seldom stands up to scrutiny.

Efficiency tests

Does the necessary talent exist internally? Some communications challenges take special talent, some don’t. But when talent is truly required, it seldom pays to compromise. Using well-meaning but unqualified internal staff can be very expensive in the long run – in lost efficiency and in market impact. And computers with specialized software are never any better than the talent and experience of those operating them. When effectiveness is critically important, hiring an outside specialist is always the least expensive and most productive alternative.

Will handling it internally put a strain on resources? The disruptive cost of handling an unusual or special assignment can cause havoc when staff are already overloaded. When faced with a special assignment, employees typically either give it low priority, in which case it is handled poorly, or they dedicate themselves to it, in which case their regular work suffers. Unless your staff is visible underutilized, always handle special assignments outside.

Will there be more or less control? This question is not as simple to answer as it may appear. Despite appearances to the contrary, work handled inside is usually less controllable because it is difficult to assign tough deadlines, make unpopular changes and be honestly critical. In even the best-run organizations, office politics and turf battles are a plague to productivity. When you absolutely, positively have to have it done, your way and on schedule, hire an outside vendor.

Will the project benefit from objectivity? Some communications challenges absolutely require it. For others it is not critical. You decide. If you are looking for a fresh viewpoint, however, keep in mind how difficult it is for anyone working close to the product, or within the sponsoring organization, to recognize distinctive, customer-appealing elements. If objectivity is important, hire an objective, outside resources.

June 6, 2013 Comments (2)

Celebrating a milestone

Is your business or product about to reach an important anniversary?

Over the past few months several of our clients have been talking with us about celebrating major anniversaries. Together we talked about options to mark the occasions. It reminded us that a couple of years ago we’d jotted down some general ideas. We thought they might be worth sharing again.

If, like our clients, 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 create a few labels for your stationery and a single press release, or plan to celebrate with 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 the anniversary themes and events that 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, and collecting photos and news items that may help tell your anniversary story. This research may also 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 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 a theme.

An anniversary theme could include a special logo and tagline – Clients first for fifty years, Celebrating a million widgets, etc. – or full-on strategically minded concepts integrated into your marketing campaign.

Tell your story.

Write a press release that isn’t simply an announcement of your anniversary, but shows how relevant your anniversary is in 2013. 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. Be sure to tailor your news release to each particular media outlet you contact. Submit content or press releases to appropriate trade and business journals and other outlets. Don’t forget to post anniversary content through your social media accounts (LinkedIn, Facebook, YouTube, etc.) and blog.

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, or integrate the anniversary logo into specially printed letterhead, invitations 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 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.

You and your team are likely already engaged in lots of good will projects. The possibilities are endless. Here are a few ideas that don’t have to be exorbitantly expensive in order to be effective, worthwhile 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

May 30, 2013

Telling the client’s story

Building the character of the creative –

When it comes to ensuring that we create on-target marketing materials, my partner and I have always employed what has been called the Q Strategy. We build a company backgrounder, craft a communications strategy, and then judge all creative by that strategy before presenting it to the client. We gather most of the information needed for this process by questioning the client’s marketing manager or business development director, and other key personnel or decision makers.

Surprising to some, tone often trumps “features, advantages and benefits” when it comes to manifesting the client’s compelling story from lists of marketing objectives. Yes, preliminary conversations with clients often center around how a product or service increases the good stuff, decreases the bad stuff, and does it all more effectively and efficiently. This is necessary and informative. But clients really come to life, and the story begins to take shape, when we start to talk about tone, personality, and the single most important feeling they want their customers to take away from their new messaging. In fact, it’s during this part of an input meeting when I often sketch concept ideas and write the first lines of rough copy in the margins of my notepad.

Several years ago, an article exploring this process was published in a few industry publications, including “Creative New Jersey” and the “Art Directors Club of NJ” newsletter. It was written by Joe Napurano, a very well-regarded art director and co-owner of BallottaNapurano & Co., Inc. (established in 1978). Joe happens to be my father, as well as a personal and professional inspiration. Here is the original author’s edited excerpt:

Client relations and the process of creating an ad

During a client-agency creative session back in the 90s I listened intently as my client was describing the “type” of advertising he thought would work for his company. Later, when I examined my notes, I found his list of descriptive words numbered over three dozen. Many of them contradictory: something awesome, something soft-sell, something clever, something technical, something humorous, etc.

What occurred to me is that there are many ways to create effective advertising, but very often it is the character of the ads that gets the client’s nod or the wastebasket.

Over the years, for fun, I’ve compiled such a list. True, most of it can be chronicled in the Cliché Hall of Fame, but for what it’s worth – use it, add to it, be awesome at your next stalled, input session – or slick, or clever, or shocking, or informative, or solemn, or nostalgic, or tough, or humble:

• Lighthearted

• Dramatic

• Conservative

• Copy-ish

• Short-copy

• Long-copy

• Lotsa White Space

• Straightforward

• Beautiful

• Atmospheric

• Technical

• Institutional

• Entertaining

• How-to

• Advertorial

• Informative

• Hard-working

• Educational

• Testimonial

• Expensive-looking

• Product-oriented

• Brag and Boast

• Pun-oriented

• Visually Stunning

• Deadly Serious

• Self-effacing

• Hyperbolic

• Hokey

• Image-building

• The Business Week Ad

• Corporate

• Directory-like

• Show-stopper

• Comparative

• Competitive

• A Puzzle

• A Toy Analogy

• Belligerent

• Little Guy vs. Big Guy

• The Nice Guy

• Shocker

• Co-op

• Authoritative

• Cartoony

• Comic-bookish

• Futuristic

• Old School

• The Industry Standard

• Nostalgic

• Tough Talk

• The Very Big Photo

• All Copy

• The Motherly Ad

• Special Effects

• Borrowed Interest

• Very Big Type

• All Headline

• Punchline

• Bottom Line

• Return On Investment

• Cliché

• Capabilities

• Double Meaning

• Patriotic

• State of the Art

• The Negative Approach

• Scare Tactic

• “We Can Help You”

• “We Exist For You”

• Play on Words

• A Series

• The Reasons-Why List

• Guarantee

• Did You Know These Facts?

• You Shouldn’t Have To Put Up With This!

• Emotional

• We’re Smart

• Sports Analogy

• No-Nonsense

• Handcrafted Quality

• Our Commitment

• Slice of Life

• Executive Biography

• Artsy

• Put-up or Shut-up

• Excellence Unequaled

• Let Us Show You Why We’re Good

• We Are on the Job

• Case History

• Brand Identity

• Sell the Sizzle

• Tongue-in-cheek

• Don’t Be Fooled

• Call-outs

• Coupon

• Free Stuff

• Introductory

• Grainy B&W Photos

• Journalistic

• Old World Craftsmanship

• In the factory photos

• Everything You Wanted To Know

• Celebrity Endorsement

• Animal Analogy

• Leader of the Industry

• Industry Pioneer

• We Invented It

• We’re Small But Better

• We’re Big But We Love You

• Real People

All my best,

Deanne

How do you determine its value?

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