Lights. Camera. Great private screening event.

Pop corn and playing hooky on a Friday afternoon can only lead to great things.

Charter school, private/independent schools and their strategic partners came together for a private screening of “Waiting for Superman” a hot, documentary film that explores the FAILURE of public schools.

But perhaps we should take a step back and start with the “previews”.

HR Knowledge – providing benefits, compliance consulting and payroll services – has a special niche in helping charter schools and private/independent schools.  They were looking for a way to put themselves in the center of that tightly woven community.

Thus, PR Works recommended connecting all parties to the “Waiting for Superman” event.

The guest list expanded to over 75. In addition to a complimentary film, attendees also received a buffet lunch, open bar access to the concession stand and a movie themed goody bags to go (including treats and two tickets to a future film).  As the film gets pressed to DVD, every Charter School in Massachusetts will receive a copy courtesy of HR Knowledge.

The event was supported by an E-newsletter, post card mailer, news release and follow up phone calls to personal contacts.  Great conversations and reconnections abounded.

HR Knowledge steps into the spotlight!

Great events are NOT an accident. The contributions of everyone involved made it a memorable success.  Other sponsors who should take a bow are Guardian, Hannify & King, Harvard Pilgrim Health Care and Lincoln Investment.

At PR Works we delight in clients who are willing to take a risk and fully support a campaign.  HR Knowledge fully invested.  And the Oscar goes to…

Great effort. Great results.

Steve Dubin directs PR Works based in Kingston, MA – www.PRWorkZone.com.

December 3, 2010

Customer information is King. Database Management is a must.

By Jack Crowley

Your database is your goldmine and greatest asset.  In simple terms, it is your list of customers and prospects.

After your product or service, your database is one of the key components for your success.  Database management means that you manage your existing customers for maximum ROI.  It is less expensive than finding new customers.

To manage your database, you need a software program that allows you the ability to sort and segment your customers.  A couple of programs that enable you to sort your customers include ACT and GOLDMINE.  These types of programs enable you to sort your customers, both consumers and businesses, by any criteria that you deem important.

On the consumer side, this might include sex, age, marital status, home ownership, income, children, pets, etc.  For businesses, it would be important to know the SIC code, annual sales, number of employees, etc.  With customers grouped according to common criteria, you can plan your marketing and sales campaigns.  If you have 20 customers in Plymouth, for example, this might help you plan sales call in this area or if it would pay to have a delivery service to that area.

Are you mining your database?

Jack Crowley  •  781-545-9537  •  www.crowleymarketinginc.com

RECOGNITION AT A GLANCE. ADVERTISING THAT WORKS AND WHY.

How many times have you heard a radio spot, seen a television commercial, glanced at a newspaper ad, or had an ad pop-up while surfing the internet, only to be completely confused as to what it’s about, or in some cases not even identify who sponsored the ad?Its ultimately a simple case of lack of recognition.

Recognition, or branding is your most important sales tool.  Through consistency, legibility and messaging of your product or service, is how the public is going to immediately identify you. A few basic rules should be used when putting a promotion together to work for your organization.

First,  is your logo clear.  Does it have a sharp contrast within the ad. Is it not being crowded out by surrounding information. If it is not self-explanatory, does it have a tag line that immediately assists in describing your service or product.

Second.  School colors. Ensure that you keep your color palette consistent. Your signature color will immediately assist in recognition.  Think of how distinct Home Depot orange is.

Third. Establish a type face and stick to it. Headline, body copy, tags whatever, set a consistency that becomes universal with your company.

Fourth. Design. Use of graphic design, whether through the use of borders, layout and similarity of artwork is important for identification. A word of caution, if too similar, the viewer will not recognize a new ad, a simple line listing is not enough, Make sure your main visual or headline changes enough to recognize a new ad… yet, the overall look still retains your unique branding.

We can go on about music tag lines, visual styles, introduction of characters etc,. but the point is maintaining the consistent look of your promotion. Once your viewing public recognizes your ad instantly, your branding and recognition will lead to successful sales.

Robert Beaulieu is a board member of the South Shore Ad Club and president of Beaulieu Advertising and Design, based North Scituate, MA. www.beaulieudesign.com, 781.378.1742

Building your marketing bridge

Your marketing bridge is quite possibly the most important element of your marketing, and it’s the element most often ignored.

What is a marketing bridge?  The marketing bridge is the “connection” between what your advertising says about your business and what your customer experiences.  If your advertising tells people something about your business and they don’t see, hear, or experience it upon making contact – there is a disconnect…no marketing bridge.

For example:

An electronics retailer advertises that their sales consultants are experienced, knowledgeable professionals who can answer your questions.  However, when you arrive at the store, your sales consultant is clearly a part time employee with limited knowledge about the products they sell.  What does this do to your image of that retailer?

Here are some ways to ensure you have a solid marketing bridge:

Make sure your ads tell your real story.  Don’t make false claims or exaggerated statements.

• Follow through on a message internally.

For example: If you are home of the “best price guarantee”, have your people answer the phone “home of the best price guarantee”, hang a sign in your showroom that says you’re home of the “best price guarantee”, put it on your website, Facebook page, receipts and invoices.  Post the details visibly.  Make sure your staff understands and communicates the best price guarantee to the customers appropriately.

• Make sure your entire organization is on board with and aware of your advertising message.

Southwest Airlines has a solid marketing bridge.  Their ads are quirky and funny, and they promote low prices and free checked bags.  When you search for flights, their prices are low. And, when you fly with them, everyone from the baggage clerks to the pilots is friendly, quirky and funny, and your bags do fly free.  See?  Connection.  Good.

Bottom line – if your internal customer experience doesn’t match up with the one you advertise, you have no marketing bridge.   The customer leaves scratching their head.  The simple steps above will solidify your marketing bridge and thus your customer loyalty and trust.  At Viamark Advertising, we help build a solid marketing bridge through campaigns that have synergy inside and out.  Let us know if we can help.

Jenn Anderson is one of the founders of  ViaMark Advertising. The agency handles over 100 accounts from South Carolina to Massachusetts and specializes in strategic media buying, and creative services, including radio, television, print, and outdoor.

ViaMark specializes in developing and implementing advertising programs for automotive, medical, restaurant chains, retail and real estate clients.  For more information, visit www.Viamark.com.