Building a jet engine in mid-flight

Considering video as a marketing tool?

2011-02-21T07:23:00.000-08:00

How much does it

typically cost to develop a video

for your organization?

By Joseph Cekauskas
Marketing Consultant & Strategist
JC Marketing Communications

Imagine asking a building contractor, “How much does it cost to build my dream home?”

When building a home, there are several important factors to consider.

For example:

Do you already have blue prints for your dream home?

Did the bank tell you how much house can you afford?

How much square footage, bathrooms, kitchen details, special amenities, etc. are you expecting?

Like building your dream house, the same depth of questioning will be asked of you regarding your video marketing strategy.

In order to make your video reality, JC Marketing Communications (JCMC) of Southington, CT requires additional information … and there are many options/elements available when developing and producing your video presence.

If you want to do it the right way and not look amateurish, here are some of the elements that go into developing your video budget:

• Pre-production which includes:

• Concept Meeting(s)

• Scripting

• Shot List

• Storyboarding

• Set Design

• Principle Photography which includes:

• Shooting Days/Location

• Crew

• Travel

• Camera and Lighting Gear

• Audio Gear

• Actors/Voice over Talent

• Set Dressing/Props

• Post Production which includes:

• Editing – (Rough Cut … Re-Edit … Final Cut)

• Narration

• Animation

• Graphics (Custom designed components … stock photos, etc.)

• Special Effects (Green screen compositing … etc.)

• Deliverables (DVD … Digital Movie Files … etc.)

Your answers to the above items, combined with our 30-plus years marketing experience are crucial to the process of budgeting and developing a successful video production. After all, video is a way to increase profits along with awareness—thus adding to your organizations bottom line.

In addition to the above components, JCMC requires additional details to fortify your strategy. They include:

Does your project require JCMC to write and develop your script?

What is the length/time of your video?

Does your project require JCMC to contribute time-tested marketing methodologies within the video that will get viewers to “take your most desired action now?”

Does your project need an original score by live musicians or will you approve the use of royalty-free music instead?

Do you desire motion graphics or 3D animation?

Are you able to utilize your employees/personnel … or do you require actors/voice over talent?

Video production relies on the answers to these questions. And you can get all of these services from JC Marketing Communications of Connecticut.

Your video production is an investment, and JCMC delivers ways to maximize this investment

A typical 30-second commercial can have a targeted life on television, and can also be enormously effective when used as an embedded web video … or included as part of an e-newsletter campaign, posted as a blog entry or a tradeshow video.

In an effort to maximize cost-effectiveness, we will help you create a large library of footage and materials that can be used in all the other projects.

Moving forward, this philosophy becomes very cost-effective, because it allows you to create alternate versions of your project. That’s terrific money-saving strategy.

How much time is required to develop and produce a video?

Every project brings with it different parameters. Concept-to-completion

date will be determined largely by the complexity of your project. Simple web videos can oftentimes be completed in under 4 weeks (see www.jtec-online.com), whereas company videos may reach 12 weeks … and finally, documentary films may take 12 to 15 months. As a client you can minimize the processing time by limiting the number of people involved in the approval process, making sure there is a professional Project Coordinator Expert (ProCo-x) at each shooting location and budgeting enough pre-production planning time to adequately prepare for your project.

And lastly, if this is your first project with us, the process may be extended—should we be required to introduce marketing strategies into the video.

Is developing a video in HD worth doing?

Yes! Today, shooting and editing in HD is no more expensive than standard definition. A corporate video shot and edited in HD can easily be down-converted to a standard definition DVD or compressed for streaming from a web server. As more boardroom, training centers and web-streaming sites upgrade to be HD capable, you can re-release your video on Blu-Ray or upload higher resolution versions.

JC Marketing Communications shoots in HD with the same camera & lighting equipment used on many of today’s television shows.

Another thing to remember: every time you have a video produced, all the original camera footage can be a valuable asset for future projects— especially if it’s HD. Keeping a library of your original footage can maximize your production dollars.

How can my business/organization use video?

•Web Clips on your website — introduce your services/products to your audience. Prequalify your prospect/audience before they meet you.

• Marketing Videos

• Product Demonstrations — “How to’s”

• Corporate Presentations

• Looping Tradeshow Promos

• Video News Releases

• Social Media e-news

• Fundraising videos

• Training Videos

• Recruitment programs

• Employee Roast or Benefit

• Safety Videos

• Instructional DVDs

• Employee Information

What questions will JC Marketing Communications ask me?

• What is the purpose of your video? Ideally, what do you hope it will do for you?

• Who is your target audience/demographics?

• What message do you wish or need to convey?

• What visual and graphical elements do you want or need to show?

• Where do we have to travel to get these elements?

• How many minutes do you think your program should last?

• What is the estimated shelf-life of your video?

• Who will be the Project Coordinator Expert (ProCo-x) on this video?

• Who will be approving your scripts and edits?

• What is your deadline? What is driving your deadline?

• How much do you have budgeted for your video?

• Can we re-purpose video elements for other uses, like a company website?

• When can we get started?

What can my business do to get the best results?

First, clearly articulate your expectations to your producer at JC Marketing Communications (JCMC). Everyone who has say in the final product should be included in that first production meeting. Based on what is discussed in that meeting, our team will then provide you with a script treatment, preliminary draft script and/or storyboard.

Review the treatment and read it carefully. Pay attention not only to the script language, but also the “visual” side of page. Once filming begins, changes will not only slow the production process, they can potentially result in significant cost overruns. We encourage you to make sure everyone is on the same page and the process will be streamlined and rewarding.

Why is JCMC the obvious choice to develop your video?

First, we partner with you on every level because we have an equally vested interest in the success of your project. We know marketing—something no other videographers offer.

Second, you get to take advantage of our 30-plus years of experience successfully marketing organizations from small businesses … to the Fortune 500 company.

Our approach to marketing goes way beyond that of “image advertising,” so that you receive the best return-on-investment for your dollar (see www.jcmcom.com).

JCMC utilizes time-tested, proven marketing strategies that no other video developer has access to. It’s more than pretty pictures and color.

Next, our script writing, photography and graphics are second to none. We have state-of-the-art technology guaranteed to impress any tech savvy pro!

And lastly, we do this all in house! We’re a one stop shop—here you work with the talented team that produces your successful project.

Imagine—one quick phone call to us can launch your business toward accelerated growth, larger market share and higher profits. Call us while the thought is still fresh in your mind—860.621.8866.

2010-07-18T17:58:00.000-07:00

Are you a new candidate
seeking political office?

Here are four basic ways
to unseat the incumbent

By Joseph Cekauskas
Marketing Consultant & Strategist
JC Marketing Communications

Over the past twenty five years, we have represented over a dozen candidates who sought office. To date, every single one of them has won their election. Eighty one percent of the ones we represented unseated the incumbent. Suffice it to say, we know how to effectively help a candidate leverage his/her accomplishments to reach constituents.

It is also important to note that NONE of the four suggestions discussed below are foolproof. Obviously, there are mitigating factors that can INSTANTLY cancel much of the positive ground we gain. Most often, the candidate sabotages their own cause—poor judgment and/or ego being a derisive to the mission.

Here at JC Marketing Communications, we excel in providing strategies and tactics that deliver an effective message to the public.

Four ways to successfully gain public office
when running against an incumbent:

1)
Gain visibility and positive name recognition
In addition to marketing materials distributed through direct mail ... and releasing the candidates message through various forms of media ... we urge a challenger to utilize “good old fashioned” door-to-door visitation. If that’s not possible due to logistics, we encourage the candidate to frequent places where large crowds gather to bond with voters (shaking hands/press the flesh)*. We NEED our client (the candidate), to REALLY get to know his/her constituents and UNDERSTAND their concerns. That is what serving the public is all about. THEM ... not YOU the candidate.

*It is important to note that the venue you select must allow solicitation.

Another avenue is for the candidate to have had an opportunity to lay his/her groundwork well in advance of seeking public service. We recommend 18 months to three years prior, thus fortifying all your positive accomplishments. Particularly accomplishments that benefited a majority of the voting public. Here’s another simple suggestion, and yet, it’s often forgotten. Always place emphasis on “keeping promises.” Our credo: FOLLOW THROUGH. What GOOD you do today—will be remembered when you decide to seek office and can be leveraged accordingly.

Consider organizing as many supporters as possible who will get your message out. We’ve all heard business people say “I get my customers of word of mouth.” There’s a reason why. That POSITIVE brand—your name—can carry you nearly 100 percent of the time.

We also recommend large 4' x 8' road signs in high traffic areas. These “mini billboards” are a staple and have proven successful. Multiple, smaller 16" x 23" lawn signs can be put across the front of lawns all over town—thus, repeating your message to all passersby. And importantly, they don’t “takeover” the front lawn—either disrupting the homeowner or violating zoning laws.

2)
Parties could choose a “celebrity” to run for office ...
or get a celebrity endorsement
In it’s simplest form, find a local town hero ... or better yet—someone with national recognition. For example, if Derek Jeter ran for office in your town, do you think he would lose? Okay, Massachusetts might be the one place where he might not win. Particularly if his opponent was Tom Brady. :)

When that’s not possible, get a high profile, local/national celebrity to endorse your candidate openly (in the public eye).

3)
The party can attempt to “buy” the election
Having access to funds helps your candidate rest easier and focus on helping the community, not himself/herself. It’s one less thing they have to worry about.

Acquiring enough contributions will allow the candidate to place his/her platform before the voting body. Radio, TV, lawn signs, billboards, direct mail, trinkets/giveaways, etc. If you are able to blanket the community with your message, there’s a chance the voting public won’t even realize there’s even another candidate.

4)
Scandal
We don’t condone this tactic, but once in a while an incumbent buries himself/herself. Catch your incumbent candidate in a compromising position that the public has a sore spot for ... and WHAM!, you’re practically on your way to unseating them.

BEWARE however, in the case of an unknown candidate seeking office against another unknown—this WILL backfire. In many cases, the candidate on the offensive looks like he/she is “mudslinging” in the eyes of the public. That’s a no-no. There is much precedent for mudslinging backfiring—for example, the 2004 presidential election. Do you remember that the challenger tried and failed? Again, we do not condone “mudslinging” and the public does not respect the tactic either. True to form, voters made it clear in the 2004 election precisely who they believed.

Lastly, on your direct mail pieces. Don’t shy away from repetition of key issues. Don’t be so arrogant to believe that “you said it once, therefore, everybody heard your message.” We see this all the time. Candidates are so inner-focused, they assume everyone knows their platform. Why? They work in a vacuum. We encourage candidates to continuously repackage major voter issues in different AND CREATIVE, POSITIVE forms—this way you’ll be assured the public will receive your platform “according to each of the voters world views.”

Candidates, if you need to increase market share quickly (get voters) and you don’t want to play the “waiting game” for your advertising dollars to work—there is a much more effective and affordable advertising approach. We have helped a great deal of candidates win their respective elections combining business principles with social issues.

It’s more than a cool logo ... who has the biggest sign ... or making promises.

If you would like to learn more about our branding methodology—specifically how JC Marketing can help represent you and fortify your pursuit of a political office … please call us today at 860.621.8866 while the thought is still fresh in your mind.

2010-06-04T10:09:00.000-07:00

Product Branding:
It’s more than just a logo

By Joseph Cekauskas
Marketing Consultant & Strategist
JC Marketing Communications

A “brand” is not just a logo or product … a “brand” is the overall experience of a particular identity. This includes every aspect of the company ... the product or the services identity: from practical to ethereal. A branded identity enables the identity to be totally understood by potential prospects or consumers … and equally important is that it is enabled to be managed with utmost effectiveness by the parent company.

“Brands” make it a priority to become known for offering DISTINCT experiences. Companies who fully understand good marketing strategy know that good business is all about experience—either quantifiable experiences relating to the brand’s particular products and services, or abstract experiences related to the brand. A key component to strengthening the brand is to continually adjust the terms to remain relevant to the audience. Good branding works its way into people’s lives by becoming MORE effective and ensuring, thus, that brand becomes the preferred choice.

Businesses who place significant value on “branding” set the pace, stay on the cutting edge and have the competition frantically reaching to keep up. Just remember, whatever you claim, you have to deliver on.

Ultimately, the measure of the success of the strategy is the measure of the brand’s effectiveness in the marketplace. What does this mean? In everything your business offers or does, do it with “excellence.” As I once told my mom—the secret to our success was “treating the customer better than we treat our mom’s.” That might take you aback ... personally, my mom laughed quite loudly because she thoroughly understood the depth of my commitment to customers. She didn’t see it as a slight to her, but rather a commitment to excellence.

One recent branding error occurred when a very famous orange juice company—it rhymes with Americana—changed its entire packaging. There was an uproar by consumers—buyers wanted the familiarity of the visually robust, yet old-fashioned identity. In this case only, the graphics compromised the “brand” experience. That’s not always the case so please don’t let this example confuse you. Anyway, the company reverted to the familiar orange juice packaging. Whew! Problem solved. Disaster alleviated.

Research confirms that “brands” who tell the most compelling stories again and again gain, maintain and endure within the social conscious. Often times, the marketplace receives a new product or service and immediately states, “This is great, but I’m so excited ... I can’t wait to see what they do next time!” That’s when you know you’re headed in the right direction. Understand, there is no “magic wand” when branding, there is “what works and what does not.”

If you need to increase market share quickly and you don’t want to play the “waiting game” for your advertising dollars to work—there is a much more effective and affordable advertising approach. If you would like to learn more about our branding methodology—specifically how JC Marketing can help you BUILD YOUR BRAND … and add profit to your bottom line—please call us today at 860.621.8866.

What story does your website tell about your organization?

2010-02-19T11:37:00.000-08:00

Website Content

is Everything!

Cool graphics might make

your web presence pretty:

however, what you say ...

and how you say it ...

will keep prospects coming back

and buying more

By Joseph Cekauskas

Marketing Consultant & Strategist

JC Marketing Communications

When was the last time you didn’t purchase something because of the color of a masthead, navigation buttons, or the background texture of the screen on the website? Probably never.

A cool looking website without strong marketing-driven content to support it ... is like dressing a gorilla in an Armani suit and sending him out to sell your product. He doesn’t speak with his target market because he relies on image over substance.

If you’re in agreement, please read on.

Look to your own internet surfing practices and experiences. Isn’t fresh and stimulating content the main reason you continually visit social networking sites such as facebook or twitter? In almost all cases, your desire is to hear and see what colleagues, friends or family are up to at this exact moment in life. Why would your businesses website utilize a different approach?

One of the most important factors of an effective website is presenting relevant content … and updating it as often as possible. Why? Because surfers are using the web to search for information, NOT just for eye candy. And content factors into search engine optimization.

Imagine how much easier your online sales goals can be achieved if you had instant access to a versatile and flexible marketing resource with the talent AND know-how to help you grow your business quickly. This access is at the “partner level” for EVERY client JC Marketing serves. Try to get that from a graphic designer, web developer, printer or typical advertising agency. Our methodology helps clients develop the best strategy, thus, differentiating their product or service in a creative and meaningful way so market share and profits increase.

Want to bring your website to the next level?

Call JC Marketing today at 860.621.8866

2009-03-19T09:36:00.000-07:00

Tough economic times
require smart investment
of your marketing budget

Cutting your marketing budget
because you can, doesn’t mean you should

By Joseph Cekauskas
Marketing Consultant & Strategist
JC Marketing Communications

When times get tough economically, businesses obviously look into areas where they can trim expenses. The likeliest candidate for the chopping block has proven to be the marketing/advertising budget.

Why?
A common mistake many organizations make is slashing their advertising budgets BUT they keep in place the same old advertising methods that simply aren’t working! Relying on those “hit or miss” methodologies and then cutting your marketing budget will lead to one result—you’ll still be losing money on your marketing efforts, ONLY not as much as you were before!

How does that make sense?
It doesn’t, of course. Yet, companies doing “general” or “image advertising” are forced to make random budget cuts because they are unable to effectively track what advertising is working and what isn’t. Our JC Marketing Communications (JCMC) philosophy is simple: we’re about return on investment (ROI) for our client. Every advertising dollar our clients spend must, at a bare minimum, return at least a dollar in sales. We don’t like to stop there—ideally, we always set the ROI bar higher.

At JCMC, we have developed profitable “direct response marketing” campaigns for B2B and B2C clients in a wide range of market segments. Each and every client has been able to track and measure the success of their campaign. As a result, we can effectively and wisely fine-tune how to focus their marketing dollars.

JC Marketing Communications CASE STUDY:
How a client came to realize there
are more benefits to advertising than
just “getting your name out there”

Before partnering with us, one of our clients (with respect to their privacy...we’ll call them ABC Company) had been spending $75K per year on insertion costs in the local newspaper alone. Not long ago, it was ABC Company’s position that they were advertising cheaply. After all, their ads were created “for free” by the publications in-house graphic designer and sales rep.

What they didn’t take into consideration was:

1. Newspaper graphic designers and ad sales reps are NOT results-driven marketing specialists.

2. The amount of effort and time ABC Company was wasting trying to be experts at something they weren’t (marketing). Instead of focusing on running their business, ABC Company’s management and staff would spend energy and time drafting “inner-focused” copy for all their ads and campaigns INSTEAD OF DEVISING WAYS TO BETTER SERVE THEIR CUSTOMERS. Do you think creating ads was an effective use of their resources?

ABC Company later disclosed to us that a majority of their strategy was to examine competitors’ efforts and then replicate the message—only in a graphically more appealing way.

Prior to working with us, ABC Company viewed advertising as “we just have to do something and get our name out there.” Because of this, they were forced to compete on price. And the only way ABC Company “felt” their ads were performing...or not—was hearing how often the phone rang. Even worse, ABC Company viewed their results, if any, by how many relatives...friends...or acquaintances called to “say they saw the ad.” Can you believe ABC Company had no methodology/systems that proved which ad effectively worked best? Statistically: ABC Company was inserting one...sometimes two ads per day/seven-days-a-week in the newspaper just to ensure potential prospects knew it existed.

After learning JCMC was “all about getting our clients a healthier return on investment” for their advertising dollar, ABC turned to us for a customized solution. We reviewed ABCs goals, drafted their strategy, and concluded that their initial campaign would be comprised of targeted, cost-effective ads.

The phase one ad concepts contained a series of ads (total of six)—2" wide x 2" inches high. We also created “stand-alone” ads (total of three) 4" wide x 2" high. As you can imagine, ads of this size do not provide alot of real estate, so the message had to be powerful.

The campaign JCMC developed for
ABC Company was successful on many levels:

1) In under ten months, we reduced ABC Company’s newspaper insertion fees from $75K to $38K. How? By utilizing low-cost, no-cost methods in the ads—this enabled ABC Company to publish, or run the ads less frequently.

2) ABC Company got a stellar ROI—exactly five times their investment (That’s $38K and our fees......times 5 = $$$) WOW!

3) ABC’s competitors saw the ads and fell back on their heels.

4) ABCs staff now focuses their energy toward customer needs and service (and less on ad concept/creation).

5) The profits from our strategies have allowed ABC Company the flexibility to venture into other mediums. Specifically, revenue streams were created and client services developed where once there were none.

If you’re looking for ways to improve your marketing message and save money on your advertising—call JC Marketing Communications of Connecticut 860.621.8866 AND set up a marketing consult. We’ll review your current methods and offer specific recommendations. It will be an eye-opening experience and the best investment you can make in your overall marketing plan.

2009-02-12T17:27:00.000-08:00

Network to a
higher net worth

Tips to help you be successful
when prospecting—
AT... AND beyond...
your next networking event

By Joseph Cekauskas
Marketing Consultant & Strategist
JC Marketing Communications

Most networking events are like speed dating...or worse, singles bars. Everyone has an ulterior motive and everyone there knows what that motive IS. Next time you attend one, look around the room. Everyone is scrambling for position. Everyone is poised to strike. Yet, most people don’t know the other people in the room from “Adam.” It’s difficult and almost impossible to establish common ground because you simply don’t know the backgrounds or interests of any of the attendees. More importantly, you don’t know any of their current or most pressing issues...which means you have no idea if what you offer can help them.

Most events are “free-for-alls.” Meaning, the person in charge of the gathering does NOT facilitate interaction “between” the attendees. As a result, the mingling is “hit” or “miss.” Most of us can’t judge “who a person is...what they do...or what they need simply by looking at them.” Consequently, you waste valuable time talking to sources you may not have much in common with. Want to be a hero with your local Chamber? Suggest they appoint a figurehead or moderator who knows all about the attendees and their products and services. Ask this figurehead/moderator to pre-qualify all of the visitors and put you together upon arrival.

Most Chamber of Commerce events occur too infrequently to build much rapport between all attendees. Even if you “hit it off” with someone, unless there’s an immediate need or reason to keep in touch, you don’t. It’s extremely difficult to keep the momentum going when you only see someone once a month. Statistics show that as a result, membership to these events fluctuate wildly. Thus, attendees to these events drift from group to group. Oftentimes, you don’t see the same people twice in a row at any of these events. “Leads and referral” groups do offer more continuity because they meet more often than once a month. The members also attend more frequently, but you still have the same issues because many communicate with the group ONLY at the meeting. For nearly all of us, it’s almost impossible to get to know anyone one-hour-at-a-time. It’s hard to get the feel of how a fellow member operates, what their values are...and what their ethical standards are. In addition, most people who attend these gatherings are either just starting out or struggling in their business. They are in a position to SELL...not BUY. And they don’t have much to offer in terms of networks of their own. Importantly, they might not have a proven “track record” in their particular field. Last, but not least—most established Chamber of Commerce’s, B&I or Tip Groups have internal networks that are hard to break into.

So what can you do to overcome
these obstacles and increase
your prospecting success?

If you’re reading my blog, you’ve come to the right place. You’re ready to hear time-tested strategies that will put you on a path to being a networking “phenom.” Okay, you’ve waded through my intro long enough. Lets begin. Most people are what we call “dull/normal” types and just don’t know how the networking game is played. These folks don’t understand the GOLDEN RULE OF NETWORKING. You MUST give, give, give and give some more...without the expectation of ever receiving anything directly in return. Most salespeople or entrepreneurs simply don’t understand that you must bring more to the table than your core products or services if you want your sales to prosper in this century. What do I mean by bringing something more to the table than your core products or services? You must understand that your prospects have other issues going on in their lives besides that which is associated to YOU and YOUR products/services. I’m simply stating the obvious but we all need reminders. Prospects have external needs, wants and desires that have nothing to do with what you and your business has to offer. These are everyday life needs and wants—you must understand it’s these problems that will determine whether they will listen to YOU and see if your service is worthy or not.

Here’s how our blog can help. We recommend you identify the problems or desires that others have and try to help solve those issues without charging them for your time and effort. This concept of “giving without receiving” is a hard pill to swallow for most. Most “dull/normals” are “inner-focused” and are concerned with their needs above all others. We have a prior blog entitled “Is using a "YOU-focused" marketing message hurting your business?” Once you’ve read this blog—please go visit that one.

Back to the task at hand. These “inner-focused” salespeople want “immediate” or “near-term” payment for their efforts. Most are “emotionally stingy” when it comes to giving of their time. These “dull/normals” don’t like spending energy and time if they don’t get anything in return up front. To be successful, please open your mind to being a “giver.” It’s a statistically proven technique and if you employ it, you’ll be well on your way to being a “NETWORKING PHENOM.”

In an effort to understand how it all matters, let’s first talk about targeting...niching...and focusing. With few exceptions, most salespeople or entrepreneurs feel everyone is a GOOD candidate for their products or services. Consequently, many take the “shotgun” approach” to prospecting. As a result, their customers are all over the board in terms of backgrounds and interests. Studies show that if your client base is too diverse, you lose the ability to leverage “good will” that you can utilize in a particular niche. We advise you identify one-to-three niches that you want to focus on to avoid being “a master of the ones.” Incidentally, this name was penned by my colleague, and it’s self explanatory. We encourage you to make a sincere commitment by learning as much about the problems and challenges of your prospect, regardless if these are related to your core products and services. Why you ask? The more problems you can solve directly or indirectly, the less obstacles will be in the way when your niche market is ready to buy your core product/service. AND best of all—the more problems you can continually solve, the less likely your target market will stray to a competitor. Today, it’s not enough that your core product/service performs well for the client. You must go above and beyond to provide additional benefits for people at NO ADDITIONAL CHARGE if you want to immunize your client from the competition. We suggest you make it a habit to always be on the lookout for resources who can help you to help solve the problems of your customers. The niche you want to sell to: successful, affluent people—crave attention. Yet, hardly anyone gives it to them. Especially suppliers, vendors and advisers...or salespeople who are prospecting them. If you take this approach, you’ll BE UNIQUE and provide the attention prospects desire. As a result, this audience will give you the wealth you so covet.

Let’s recap: always make it a discipline/habit to ask your prospects about the problems and needs they have outside of their business. Then, help them to find solutions to those issues at NO CHARGE. The fewer non-business related issues your prospects have in their lives, the more likely they will be positioned to NEED your product or service. Implement this and you’ll be well on your way to being a “NETWORKING PHENOM.”

Allow me to share another secret of becoming a “NETWORKING PHENOM.” The goal to being surrounded by highly profitable clients and the essence to attracting qualified prospects, the key to being the envy of friends and associates is what we call “positive persistence.” “Positive persistence” is the means to immunize yourself from the obstacles of daily life. Particularly from those prospects that don’t return calls. You know the ones who break appointments and don’t seem to respond to YOU...or don’t understand your sales presentations. When I speak about “positive persistence,” it is the discipline(s) you need to have with prospects that don’t know you...nor do you have an existing rapport. Let me remind you, this advice is intended for a new prospect—those who don’t know you. “Positive persistence” will help you to raise the level of interest and get your prospect to open up and listen to your initial presentation...AND it will help get YOU that first appointment so you can “WOW” them. One more thing: “positive persistence” is not a license to “hound” a prospect who has no interest or desire in your product/service.

There are two ways nearly 96 percent of salespeople deal with prospects. Hopefully, you’ll be in the four percentile which, is good. If you want to be in the 96 percentile, the first is to “GIVE UP...move on and go to someone who is interested in what you have to offer.” THIS IS THE MOST COMMON STRATEGY. IT’S EASY...AND IT’S SAFE. If you want to stay on course and be a “NETWORKING PHENOM,” don’t be one of those salespeople who are guilty of subliminally “adding up” the time and energy in their heads...and then totaling how much they calculated was “wasted.” Keep subscribing to this “adding-it-up” mentality and unfortunately, you’ll soon learn you won’t do much business. This 96 percentile gives up too soon—they “NEXT” any prospect that doesn’t display high interest in their product/service. The mistake you must avoid is to NOT filter prospects based on their initial level of interest. You should never presume that someone (your prospect) who hardly knows you will inherently be excited about your product or service. Although it is possible, expecting high interest is unreasonable and unrealistic. YES, there will be instances when the “timing” is right, just don’t bank on it. Recapping, if your networking strategy is based upon sorting prospects by an immediate-interest level rating system, you’re placing your sales future in the hands of fate. Being a “NETWORK PHENOM” is about developing a prospect with a “low” or “medium” need and converting them into a life-long relationship. Quick reminder: when pursuing these prospects—be careful NOT to come off as desperate. Instead, pursue your prospect in such a manner that you are confident, firm and charismatic. The second and best way to deal with your prospect is what we spoke about before—“positive persistence.”

Six major characteristics of
“Positive Persistence” and
how it can help you

1)
NEVER get upset and stay in control of emotions. Don’t get discouraged if an appointment is broken or your calls aren’t returned. Tough? I know it is. I was raised by an Italian-American mom whose eleventh commandment was “Though shall not be late.” This was closely followed by commandment number twelve: “never break a promise.” So, I’ve had to rewire myself to expect that annoyances will occur and know that people can be flaky. Many are moody, illogical and inconsistent. This is evident when prospects show “low” to “moderate” levels of interest. Don’t expect consistent positive behavior until you get to really know a prospect and develop rapport. It’s your goal and mission to provide a prospect with reasons to want to work with you. And this takes time and energy.

2)
Put aside your ego. Some salespeople are too worried about being taken advantage of or being made a fool of. Don’t be afraid of being used, rejected or failure. The actions of a few flaky people, or bad experience shouldn’t change you from continuing to employ “positive persistence.” A foundation of “high self-esteem” is what will help you be successful. Learn to enjoy the challenge of "peaking" a prospects interest and converting that into a sale.

3)
Don’t be lazy. Many times we are, especially if we have to work a little harder to “peak” the interest of our prospect. Be prepared to call your prospect again and again until you can get an appointment or a definite “NO.” And always have backup plans. Simply stated, have lots of “irons in the fire” so these extraneous things don’t add up and make you crazy. Ignore all the drama and confusing signals in an effort to focus on the positive that will help you to reach your goal. “Anything worth having, is worth working for.”

4)
Have options. The best way to control your emotions is to pursue several prospects simultaneously. Realize that circumstances don’t always work out—so, have options available to you at all times. Specifically, if you had many appointments, how likely are you to get upset if one cancels? You’d probably be relieved and you’d move immediately to the next one. You’re not overconfident, but rather you’re realistic and smart enough to NOT put “all of your eggs in one basket.”

5)
Accept “games and tests” of some prospects. Sometimes a prospect has many options or solutions available to him/her, so don’t assume they’re bad or insensitive people. Assume they have other sources competing for their attention and they’ve had to come up with “tests” to disqualify/filter you. In many cases, it’s a way for them to see how much better you are versus the competition. Either way it’s not personal...it’s a filter.

6)
Know you are “unique and special.” The basis of this statement is to get you to understand that you will be the best person your prospect will ever meet. You know deep down that if a prospect will give you a small block of their time, you will blow them away.

Here at JC Marketing Communications (JCMC), we are an asset to clients because we’re multi-dimensional thinkers. This is not a fancy buzz word, instead, it is a methodology that has been proven valuable to our business services. This pays terrific dividends for our clients. How? It’s essential to producing effective benefit laden, CONTENT-DRIVEN marketing materials that include measurable, trackable strategies. In addition, multi-dimensional thinking allows us to produce solutions for clients beyond cyberspace, booth space, ink on paper, PR, etc. If you desire solutions that can launch your business toward accelerated growth, larger market share, higher profits AND you want marketing materials that will blow away the competition—call JCMC while the thought is fresh in your mind—860.621.8866.

2009-01-27T04:34:00.000-08:00

Have a sound
marketing “strategy”
in place BEFORE you start
investing time and money
creating marketing tools

What is an “only-one advantage” and
how can it put your business on the road
to higher profits?

By Joseph Cekauskas
Marketing Consultant & Strategist
JC Marketing Communications

Many salespeople or business owners jump quickly into creating their marketing tools without first having a comprehensive business/marketing “strategy” or “plan.” Consciously...or not...they skip the fundamentals and go right to the “tactic.” By “tactic,” we mean the physical execution or creative aspect of their marketing tools. Those include:

designing & placing ads—writing & building a website—
design & printing of brochures/postcards/sales letters—
writing TV or radio spots—creating billboards...
..........AND SO ON...

Oftentimes, the rush to development is caused because there’s deadline pressure to get the message-to-market. On other occasions, it’s simply way more fun to work on the design and creative. Another reason planning gets back-burnered, is that this “strategy” phase takes effort. No matter which, JC Marketing Communications (JCMC) believes as a proven, accountable and reliable professional—it is OUR responsibility to educate our client(s) of potential pitfalls should they choose to perform their “tactic” before “strategy.” The importance of having a sound marketing strategy in place before you start investing your time and money in creating brochures, ads and other marketing tools cannot be over emphasized...AND we can prove it.

How would your income or
lifestyle change if you developed an
“only-one advantage” strategy?

Having an “only-one advantage” is a desirable method of sustaining a presence in people’s consciousness without compromising integrity. An “only-one advantage” is the unique reason why people should do business with YOU versus your competition. Most businesses don’t make the effort to develop an “only-one advantage.” As a result, they are forced to compete based on price. Their profit margins and market share suffer. It doesn’t have to be that way.

What if there was something about your business that literally forced people to buy from you? How would that affect your income and your lifestyle? Not possible you say? Please consider the following exercise. It will help you develop a “strategy” as a means to gain market share and leave your competition baffled. Throughout this exercise, you should analyze all your items from your customer...or buyers point-of-view.

Step 1—Do your homework:
Begin by making a list of all the things you do for your customers. Do a “data dump” of everything you offer from price...to products...to service. Take your list and cross off every item that is also offered by your competitors. Once completed—is there at least one thing left that your competitors don’t do? If not, ask yourself: why should people do business with us...versus our competition? Take a moment to evaluate your services in terms of relevance to your customers. Unless you know specifically what is meaningful to your customers/prospects, none of the items on your list will be the reason that makes you indispensable.

Step 2—Quantify your data:
The simplest and best way to know that your benefits are significant is to ask your current and past customers what they like best about what you offer. This part of the process just might be a highly rewarding AND profitable exercise for your company. Once you have identified what your customers really desire, you can focus on those benefits in your advertising and promotional efforts. Ideally, at least one of the things your customers like about you will be something that your competitors don’t offer. You can then test market this as your “only-one advantage.” Or it could be that what your customers like about you is also offered by your competitors, but they don’t publicize it. If you are the first to publicize it, you can preempt your competition. If you don’t have an obvious “only-one advantage,” you may have to create one. Remember to TEST your data first—to make sure it’s both meaningful to your customers and profitable to you. Be patient, perform a quick and easy feasibility study before you spend lots of energy and money. Poll your existing clients—if their feedback indicates that your offering is valuable or unique, ONLY then should you take the next step.

Step 3—Be innovative:
What if you’ve thought and thought and you can’t seem to come up with anything that makes sense? We suggest you use a fall-back advantage. It’s a methodology that has been effective for companies such as Dominos, Fedex and Sears.

JC Marketing Communications (JCMC) can help you take that next step for alot less money than those companies expended. Call us at 860.621.8866—you will have access to the answer to this question, as well as solutions toward your “only-one advantage,” brand development and marketing research/consulting. AND BEST OF ALL, we develop high quality CONTENT-DRIVEN marketing materials such as websites, brochures, direct mail postcards, ads, sales letters, tradeshow displays, video, radio commercials, etc.

Skeptical?
JCMC is unique because we produce marketing materials with a marketing mindset. It means we produce CONTENT-DRIVEN materials that include measurable, trackable strategies into your marketing materials. Unlike many of our competitors, we bring an “accountability” factor to your marketing effort because we employ our “direct response marketing” methodology.

One quick phone call to JC Marketing Communications (JCMC) can launch your business toward accelerated growth, larger market share and higher profits. From your infrastructure through your marketing strategy and materials—JCMC implements proven methodologies to increase market share, thus adding money to your bottom line. Call while the thought is still fresh in your mind—860.621.8866.

2009-01-21T14:56:00.000-08:00

Is using a “YOU-focused” or
“inner-focused” marketing
message hurting your business?

What is W.I.I.FM and how
will it help you get better results...

By Joseph Cekauskas
Marketing Strategist & Consultant
JC Marketing Communications

We routinely review brochures, ads, sellsheets, website copy, radio commercials, sales letters and more from prospective clients who would like to work with us. Using our proprietary ten-point Marketing Analysis System, we make accurate assessments of where our customer could use improvement. Thirty years in the making, our System allows us to check for the key components needed to get our clients maximum results. One interesting benefit of using our proprietary System is that it allows us to objectively evaluate any marketing piece from the perspective of the viewer reading it.

Unfortunately, all too often advertising messages and/or marketing tools are NOT written from the perspective of the reader. Meaning they are NOT “customer-focused.” Instead, many marketing messages seem to be written with a “YOU-focused or inner-focused” methodology. This “fool-osophy” compromises your return on investment—the message is all about the advertiser and provides no benefit to the viewer—thus, fewer prospects buy your product or service.

For example, we recently reviewed a full-page magazine ad for a bank. Their ad contained the headline, “Go ahead, judge us by the company we keep.” The rest of the ad simply contained the logos of five of the bank’s customers, followed by the bank’s logo and contact info at the bottom. This is what we call an “ego” ad. It’s 100% “YOU-focused” or “inner-focused.” To clarify what we mean, this ad is all about the bank and its other customers—with no mention of any benefit for potential NEW customers or prospects. We guess the bank wants us to be impressed that their establishment has these other customers. It’s clear that the bank’s management thinks we should rush right out and open an account just because they’re great.

This is a classic example of a “YOU-focused or inner-focused” ad. It’s all about the advertiser and provides no compelling reason at all for viewers to read it and act. There’s absolutely nothing in it for the reader. What was really eye-opening was that most of the other ads in this business magazine suffered from the same “YOU-focused” methodology.

Now, if you’re an advertiser who doesn’t care whether or not people respond to your advertising...OR if you just want to boost your ego, this kind of ad is perfect. On the other hand, if you want to get measurable results from your advertising, then you absolutely must write your marketing messages toward the perspective of what’s in it for the reader, instead of what’s in it for you. We explain to customers that they have to advertise on W.I.I.FM. It’s not a real radio station...it’s an acronym for “What’s In It For Me.” Thus, WIIFM. Studies prove that nearly all viewers of ad messages are concerned with one thing when reacting to an ad: “What’s In It For Me.”

Remember the headline of the bank ad we’re discussing? It was “Go ahead, judge us by the company we keep.” This message could apply to ANY company in ANY industry—therefore, the message appeals to no one specifically. While knowing who the advertising bank’s customers are might be interesting to the bank’s competition, do you think new potential customers really care? When writing your marketing message, results can be optimized if you create “attention” in a compelling fashion that appeals to potential prospects and/or customers.

This bank ad completely lacked other critical components. There was nothing at all in the ad that would even remotely stimulate a potential customer to want to do business with this bank. And importantly, there was no “call-to-action.” Meaning, no statement of what a person is supposed to do immediately AFTER reading the ad. We guess the bank assumed that people would want to “rush right into the bank” based on the names of the other businesses that use them. Would that make you rush right in for a loan or to open up a new account? The point is, if you want your marketing materials to work AND if you want your message to motivate qualified people to seek you out—you absolutely positively MUST make sure your message is “customer-focused.”

If you want a FREE constructive review of any of your marketing pieces using our ten-point Marketing Analysis System, email us a pdf or jpeg of your piece to info@jcmcom.com. Within 48 hours of receiving your email, we’ll send you back a few suggestions.
OR
Please call Joseph Cekauskas (pronounced See-cows-kiss) at JC Marketing Communications (JCMC) 860.621.8866 to arrange for a complimentary no-obligation evaluation. The worst that can happen is that your advertising will be more effective.

Imagine—one quick phone call to us can launch your business toward accelerated growth, larger market share and higher profits. Call while the thought is still fresh in your mind—860.621.8866.

2009-01-06T11:22:00.000-08:00

When YOU need sales materials
for your business, do you look
for someone to SAVE you money
or MAKE you money?

By Joseph Cekauskas
Marketing Strategist & Consultant
JC Marketing Communications

The goal of our JC Marketing Communications blog is to educate and/or assist you in making a more qualified buying decision when it comes to working with an advertising agency alternative, graphic design or marketing partner. In an effort to be user-friendly to our readers, we do our best to reduce any use of “industry jargon.” Today’s discussion is an information exchange and/or some well-intended philosophizing on our part. Based on facts, rather than opinion, we hope you enjoy exploring this and future subject matters. Recently, your feedback has told us that we’re delivering practical and useful information.

You can hire an “up and coming” architect to design a “cool looking” office building at a reduced fee. Does it make any sense to utilize the services of that “cheaper” architect if his/her design isn’t functional or safe for occupancy? Imagine how much revenue and time it would cost YOU, the building owner, if your facility couldn’t get a CO (certificate of occupancy) because it wasn’t up to code?

The same holds true if you’re searching for an “advertising agency alternative” or “marketing consultant/graphic design partner” to help you produce your marketing and sales materials. Whether you require a sales strategy, sales letter, brochure, direct mail postcard, magazine ad, website, video, packaging, etc—a fair share of graphic designers, web designers or printers are utilized because they have artistic and/or computer ability. Many of these sources work “on the cheap” and are better suited to creating something “cool.” Few, if any, web vendors, graphic artists or printers bring effective marketing strategies and methodologies to the table.

Suffice-it-to-say, studies have proven that the absence of effective selling formulas and desirable content in your sales tools compromise your return on investment (ROI) significantly. Without a well-thought-out strategy, you risk producing a physical piece that is ineffective and a waste of money. Worst yet, there’s a strong possibility that employing a non-marketing mindset designer will deliver just a handsome regurgitated version of what you, the customer, suggested. All-in-all, you wasted valuable time and effort.

It’s a fact, successful organizations benefit on numerous levels when they team with a marketing partner who has a broad skillset and an “ALL-IN” mentality. An advertiser will be best served by a one-stop resource with a proven track record who makes “your mission, their mission” while providing marketing solutions that WILL make your organization more profitable...and quickly.

Still skeptical? A valuable marketing professional:
1) offers marketing consultation advice for the long term success of your business
2) provides strategies and formulas which, can be incorporated into all aspects of your business—and increase revenues/profits instantly
3) delivers high-level professional execution done in a timely fashion
4) produces “low cost, no cost” methods which means YOU, the advertiser, won’t have to run the ad as much or mail as many pieces to get the results you desire. You ultimately save money.

How do you know which
marketing solutions provider
best fits your needs.......
and where do you find this
reliable partner?

DO YOUR HOMEWORK BEFORE
YOU START THE INTERVIEW PROCESS!
First, make a “wish list” or “top ten list” of what your organization hopes to accomplish. Rank your priorities in order: most important to the least important. Simultaneously, develop a list of realistic sales goals/figures, as well as an advertising budget to attain this goal. Now you’re ready to begin your search.

Next, call successful businesses in your area and ask their marketing manager who they work with. One good referral source is to call your local Chamber of Commerce. BUT DON’T STOP THERE. Go online, search and visit websites. LOL—Don’t rule out providers outside of your area unless you consider yourself a “control freak.” At JC Marketing Communications, a high percentage of our clientele are based outside the State of Connecticut, yet these same clients will tell you they receive service and solutions as if they were in the next room. For us, these clients came via referral.

When you visit the websites of potential marketing partners, you’re looking for a solutions provider that actually “says something.” Pretty brochure samples or high profile clients doesn’t mean the organization is skilled at getting effective results. And if a vendor boasts about receiving ad awards, this doesn’t necessarily translate to success or higher sales results for clients. Furthermore, look for quantifiable proof contained in the website copy that substantiates if the vendor can deliver on their promises. Certifications, credentials and/or a large body of work is important—it’s not the be-all, end-all. If the website claims “we grow your business,” it doesn’t mean the service provider actually does. If they are truly competent, they will offer specifics (facts and figures) that back their claims.

Once your list of finalists is complete, you’re ready to call and interview (not interrogate, LOL) potential solution providers.

Importantly, your “marketing arm’s” number one goal should be to increase your market share AND add to your bottom line. Specifically, YOU would be better served by a partner who concerns themselves with getting you the best return on investment (ROI) for your marketing dollar, rather than creating “cool artwork.” In addition, these vendors must provide you with quantifiable data to illustrate that their marketing strategies and formulas work. If possible—acquire the phone numbers of at least three clients from your suitor so you could call and interview them privately.

When you interview any potential marketing partner, it’s a good idea to ask: How was the tactic determined based on the strategy/methodology? How much was their fee and what did their services include? What was the return on investment (ROI) for the client? Lastly, is the marketing company willing to be accountable for their advice?

Intelligent marketing and
graphic design solutions
that deliver better results
for less money!

If you’d like assistance with your marketing strategy, including marketing consulting and developing marketing materials such as a website, direct mail postcard, brochures, ads, sales letters, tradeshow displays, video and more—contact JC Marketing Communications (JCMC) at 860.621.8866. The message and image we assist you in developing will motivate your audience to buy from you now. Our intense commitment to your sales growth is unique because we do what is necessary to help your business to be better.

Imagine—one quick phone to us call can launch your business toward accelerated growth, larger market share and higher profits. Call while the thought is still fresh in your mind—860.621.8866.

2008-12-29T10:37:00.000-08:00

Why “direct response advertising”
beats “image advertising”

By Joseph Cekauskas
Marketing Strategist & Consultant
JC Marketing Communications

The tough economy is hitting all market segments hard on a financial and emotional level. Rather than trim marketing budgets, many businesses know they need to grab market share immediately. The time to “ramp” up advertising efforts using proven, affordable methodologies is NOW.

Recently, prospects are “cold-calling” us to inquire about our services. Their first “wish” is the need to implement marketing strategies that can deliver an immediate return on investment (ROI). They require solutions that deliver the most “BANG for their buck.”

Buyer beware—there are a plethora of ad agencies, designers, boutiques, consultants, web developers...even printers out there who say “they will help grow your company.” Do any of them SHOW you—or better yet PROVE how? Good question.

With good intentions, these service providers offer pleasantly crafted portfolios of work, as well as a few high profile client names. Absent from many of their presentations are key success components, along with quantifiable statistics and the follow-up data necessary to prove if their strategies and tactics work.

Some of these “solution providers” are looking to sell you products or services such as research, printing, mailing lists, etc. Few offer capabilities which include consulting and strategy through concept, execution and final deliverables that factor significantly in your return on investment (ROI). These collective components are essential to getting the most effective message in front of your target market quickly and efficiently. I dare to say, even fewer of these advisors provide affordable services that help your business become more attractive to your target market.

There is “NO magic wand,” yet, JC Marketing Communications (JCMC) offers an proven solution to deliver your message much more effectively...and it’s called “direct response marketing.”

Why “direct response advertising”
beats “image advertising”

Imagine investing your hard earned money with the assistance of a financial advisor who couldn’t promise any measurable return on investment (ROI) and wouldn’t be held accountable for his/her advice.

Now picture yourself gladly paying him/her a commission for his/her services and continuing to do so for an extended period of time with the hope that his/her advice might eventually pay off.

Would you ever do this?

I hope not.

Many companies utilize a general or “image advertising” approach when it comes to promoting their business. Why? Because as members of the TV generation, this “image advertising” methodology is what many of us have grown up seeing. It’s biggest sampling is at Super Bowl ad time.

There is a large demographic of business people and corporations who believe they simply need to come up with a catchy slogan and “cool” visual. Do this and immediately the world will be buying their product or service faster than they can deliver. Is that really how it works? Is it really that easy?

Advertising agency professionals or design agencies who use “image advertising” as their primary methodology, are steadfast in their belief that this approach influences the reader and makes them feel better about a product or service. They believe that ultimately, bombarding the consumer with “clever” creates “brand” awareness. But at what cost?

Many advertising agencies who provide media buying capabilities steer clients to the “image advertising” approach because this type of ad campaign is normally lengthy and guarantees the ad agency consistent media placement commissions that average 15%. 15 PERCENT! Advertising agencies inform their client that these campaigns (image) take an extended period of time to work—so, you, the client, must have patience.

While YOU, the advertiser, are being patient and taking all the risk—the advertising agency is still getting a healthy commission check each month from the publication or media outlet that is running the ad. And in many cases, this is above the advertising agency’s “creative and production” fees.

If you need to increase market share quickly and you don’t want to play the “waiting game” for your advertising dollars to work—there is a better and much more affordable advertising approach. It’s called “direct response advertising.” One call to us, JC Marketing Communications (JCMC) 860.621.8866, is the fastest way to get better results for your advertising investment.

What specifically is considered an “image” ad?

Besides the parade of annual Super Bowl ads, a recent example of “image” advertising is the “GOT MILK” magazine and TV ad campaign. It’s one of the most parodied slogans. Even the Yankees have a “GOT MELKY?” tee shirt. In these “GOT MILK” ads, one central character is seen brandishing a thin white milk mustache. Various incarnations include all your favorite celebrities, models, athletes, actors...and heck, even Batman made a cameo. Add up the photography, design, ad placement, celebrity endorsement fees—you’ll find millions upon millions of dollars has been spent to convince viewers to buy milk. Yikes...that’s a lot of money invested! Shockingly, did you know that the sales of milk and dairy products have actually declined since this campaign has been in operation?

And even more recently, Microsoft pulled the plug on a disastrous $300m “image” campaign featuring Jerry Seinfeld (he got $10m fee) because the spots didn’t get results as quickly as they desired. In the ads, Bill Gates and Seinfeld exchanged nonsensical banter amongst an ambiguous message that was supposed to advertise “Windows Vista.” The ad agency who created the campaign claimed the TV spots were intended to speak to consumers in a tongue-in-cheek manner—without the pressure of talking specifics about the product. The strategy backfired primarily because the spots were too offbeat and the benefits of the product were never clear.

What makes “direct response advertising”
so effective...and powerful?

A direct response message doesn’t merely influence the reader or build awareness—instead it entices—promises things the buyer desires and gives them a compelling reason to act now and take your “most desired action” or MDA. Among other attributes, an MDA may be a specific call-to-action that “gives-to-get.” In all instances, “direct response marketing” provides a result you can actually measure...and track. It is proven to get you a quicker and faster result for your investment.

With “measurable” results, your advertising agency or marketing firm WILL be held accountable for the success or failure of the advertising. Advertising agencies aren’t big fans of this short term accountability inherent in direct response. If the results aren’t good, they risk losing the account and missing out on profitable media commissions that would have been guaranteed with a longer general or “image advertising” campaign.

If the ad or direct mail piece is getting acceptable results, with “direct response advertising” you can begin to implement testing strategies and tweak one element at a time in an effort to increase the response rate even further. This tactic will increase your return on investment (ROI) and save you money because you won’t have to run the ad as often, or mail as many pieces to get the return you need. Here at JCMC—we refer to a key component of our strategy as “low cost...no cost” method.

Visit the CASE STUDIES/TESTIMONIALS section of our JC Marketing website: www.jcmcom.com/studies.html

Refer to CASE STUDY #2 (WTHB) and you will learn how we delivered a 300 PERCENT return on investment (ROI) for our client using our “direct response marketing” methodology in conjunction with a dynamic “unique selling proposition” (USP).

One last bit of advice when selecting a firm to help you with your advertising. A good marketing firm isn’t afraid to be held accountable. They have confidence in their ability and utilize “direct response marketing” methods and testing strategies that are proven to work.

Would “direct response advertising”
be a good marketing strategy for your company?

If you need to increase market share quickly and you don’t want to play the “waiting game” for your advertising dollars to work—there is a much more effective and affordable advertising approach. If you would like to learn more about our “direct response marketing” methodology—specifically how JC Marketing can help you add profit to your bottom line—please call us today at 860.621.8866.

2008-12-18T11:54:00.000-08:00

Customer service advice
to grow your business
quickly and easily…

By Joseph Cekauskas
Marketing Strategist & Consultant
JC Marketing Communications

Have you ever found yourself face-to-face with a RUSH request, deadline emergency or tight turnaround that seems impossible? We’ve all been there. Among those professions that experience daily emergency requests are dentists, plumbers, commercial printers, insurance providers, roofers, heating/cooling providers, pilots, EMTs, etc. And the ultimate caregiver...a physician.

Our advertising agency/marketing consulting business often experiences “rush” emergency deadlines. It’s not life or death, yet on many days the deadlines are hour-to-hour. We are successful because of expert personnel who team seamless with one another and practice dedication to our customer’s mission. As a part of our infrastructure, these team players execute essential strategies and tactics which, are crucial to meeting customer timeline requests. Our home office is based on the East Coast and if our client emergency comes from the West Coast, then our team members are suddenly looking at a longer workday. In addition, there are times when our stress is compounded when we’re at the mercy of third-party vendors (i.e. shipping/mailing woes).

The internet has made our world smaller—electronic components can be exchanged quickly—and we take full advantage where other businesses might not be able. Then there are the physical items such as brochures...tradeshow booths/materials due on a specific date...or ads to publications...and files to printers. These requirements demand attention-to-detail. And if you require the assistance of a strategic alliance or third party vendor, those alliances must share your same goals or you risk failure. At JC Marketing Communications (JCMC), our services and deliverables are diverse—and having optimized systems in place means satisfied customers and a healthy bottom line. You’ll soon learn why we are prepared to “build a jet engine in mid-flight.”

For many years, we were proud to claim: “WE DELIVER ON or BEFORE YOUR DEADLINE...or YOUR PROJECT IS FREE.” And we knew we were the ONLY ad agency/ marketing consultants in North America who would make that guarantee. To our surprise, prospects didn’t seem as impressed as you might think. Many times we’d hear: “Oh no, we’re really time-sensitive. We plan well around here. That kind of situation never happens to us.” Contrary to this data, we receive an abundance of calls from new or existing clients on a weekly basis to handle emergency deadlines. Specific to our advertising and marketing consultation business, is the fact we are in a creative field that means we are often asked to deliver solutions “out of thin air.” They do not exist until we create them. A tall task for most, routine for us at JCMC.

Understanding client emergencies can happen
anytime, so have the plan already in place

With regards to having emergency systems in place—“it is better to have it and not need it, than to need it...and not have it.” Recently, a magazine called our client and offered them a terrific insertion deal providing a full color, full-page ad could be generated and submitted to their publication in under two days. In an unrelated instance, our client’s CEO decided he wanted custom presentation materials ‘NOW’ because he scheduled a surprise business meeting...AND he also wanted to run a “special ad” in a local publication. These requests had to be assimilated into our already busy schedule. Zigging-and-zagging is an accepted part of our culture. In each of those cases, the assignment required concept, development and execution to produce an optimal result. Here at JCMC, there’s no sacrificing quality because of “limited time.” For us, we have terrific “time management” skills and have the infrastructure to do the assignment right, on-time, no headaches. From marketing strategies to deliverables, our carefully choreographed methodologies ensure each client that their tools WILL arrive at their destination. We hope the following information will be helpful.

Look at your services
from the clients point-of-view

When clients, buyers or prospects are faced with tight timelines or emergencies—their wish is to have a resource or partner that is accountable, dependable and reliable. When control is not theirs, it’s human for them to feel vulnerable. What they hope for is a compassionate resource that essentially functions as an internal colleague—as if you are “in the next room.” In some cases, your job is to function as a friend or therapist. Clients are looking for a source to accept their mission as if it were their own.

“Rush” requests for us are best illustrated using this analogy. You (the service provider) are flying in a glider at 4000 feet when suddenly, the pilot (your client) turns to you and says “I’d like an engine so we could stay flying all day.” One dilemma—you didn’t bring along any parts to build this engine. Instead of “paralysis by analysis”—look toward a solution. Be MacGyver...that’s where “building the jet engine in mid-flight” comes in. Find a way...or the plane crashes with you in it. Sound overdramatic? Not to the client or buyer who needs your services NOW.

To many clients, we have been their marketing consultation solution provider and more for nearly three decades. Call us a “genie-in-a-bottle, MacGyver, builders of jet engines in mid-flight” or whatever you’d like. Because of our infrastructure, methodologies, technology, systems, tactics, AND strategic alliances—JCMC is unique to handle potential emergencies. And best of all, we’re experts in many market segments including manufacturing, healthcare, technology, education, and more—so the time it takes us to get up to speed on your product or service is drastically reduced. On thousands of occasions—we have proven ourselves worthy by NEVER missing a deadline. Best of all, those missions received excellent return-on-investment for clients.

Don’t misunderstand...we are “lean-and-mean” when it comes to staff. Part of our methodology is that layers have been virtually eliminated. Each of our team members have an impressive skillset, lessening the amount of hands on your project. This is a huge benefit for our customer. The layers of project managers, creative personnel and account execs are reduced. We are diverse and flexible in a sea of overstaffed, impersonal competitors. That’s why we are the ad agency ALTERNATIVE—you get all of the services, yet none of the layers which add cost and cause delays. JCMC utilizes all our experience to complete your assignment at a high-level—on-time, every time... Your business can have success too, if you incorporate a “customer-focused philosophy” with the same degree of commitment as we.

Build an organization with
a “customer-focused philosophy”,
not a “you-focused fool-osophy”

We really believe what we’re telling you because clients tell us that they desire our approach. Your business can be much more successful if you develop a solid infrastructure composed of talented and diverse personnel, state-of-the-art equipment, systems, strategies, methodologies, capabilities and the intense dedication to getting your customers mission accomplished. In our case, we are more than capable of “building you a jet engine in mid-flight” primarily because we have systems in place. Specifically, we have in-house access to processes, infrastructure and “crowd-sourcing” strategic alliances in order to produce high-caliber, effective marketing tools, deliverables and solutions quickly for our clients. AND importantly, you must know that here at JCMC, we define ‘high-caliber’ as: “custom/one-of-a-kind, focused/targeted, innovative, effective, professional solutions geared to delivering a return-on-investment for our client.”

We have a no-excuse policy with all our customers. Our experience is that NONE of our ad agency competitors are comfortable, reliable, dedicated or equipped at “building your jet engine in mid-flight.” Like us, you might end up being a trend-setter in your business by being this customer-focused.

How this “customer-focused philosophy”
became a huge part of our culture

Don’t get us wrong...JC Marketing doesn’t go looking for emergency projects. We’d prefer having time to really dig down deep and find additional solutions and options for our customers. And yet, to better understand us, here is a basic explanation as to why we’re totally comfortable with “building your jet engine in mid-flight.” It’s so imperative, you must know my personal family background. Mom was born in America, she, a bilingual daughter of two Italian immigrants. My dad arrived here as a teenager in the mid-1920s from Scotland. In the late 1940s my parents met, married and had three children. Their backgrounds were different, but importantly, our mom and dad shared the same core values and principles. I fondly remember mom as the time-managing business mind and dad the creative problem-solver. Dad spent his career as a house painter. In those days, his tools were paint brushes, ladders and scaffolding. I can’t recall if paint rollers were even invented, I do know dad didn’t use them. Dad was solely responsible for painting an entire inside of a home top-to-bottom—ceilings, walls and trim. He applied multiple coats and was expected to complete his task in only one week. This “deadline” made him an efficient, creative problem-solver. He was able to do his assignment because of planning and access to the best tools available...yet, he was a perfectionist. Simultaneously, our mom worked ten-plus hour days as an assembly worker. When her “paid” workday was through, she hurried home and multi-tasked her way to cooking a homemade dinner for us, laundry, vacuuming, finances, etc. She still had time at night to socialize with us and also telephone friends/family. I can’t recall many times she felt stressed about her schedule or complained about long days. Ahead of her time in my eyes, she was a modern woman and time management guru. Some tell me that mom shared characteristics with the Doris Roberts “Marie” character on “Everybody Loves Raymond.” Dad was more the Tom Landry (stoic coach of the Dallas Cowboys) type.

As I grew from a boy to a young man—it was clear that these examples and methodologies would find a way into my skillset and at JC Marketing. Importantly, there were some key unspoken rules that were the norm. In our household, mom and dad’s eleventh commandment was “Thou shall NOT be late.” Mom’s rationale was that if you were late, you were basically telling the other person that YOUR time was more valuable than theirs. Because she was a multi-tasker, time was invaluable. If she had ten extra minutes, she’d get some task completed. She intimated that those who were chronically “late” were viewed as self-absorbed, selfish, a poor planner or something worse...LOL. Today, we use a more politically correct term. We say people who are late have poor “time management skills.”

There was also another principle which was important to mom and dad. They stressed the ideal of “keeping your word.” A “promise” is a promise. A handshake is an agreement “set in stone.” And if you set a timeframe, try and go ‘one better’ by finding a way to overdeliver on your promise.

Lastly...When either would request, “Joe, when you get a chance...could you...”, they really were saying “drop what you are doing and please get it done immediately so you don’t forget.” It wasn’t that mom and dad explained this fully to me or my siblings…I guess you could say we picked up on their body language and at times, a not-so-subtle vocal tone. Importantly, my parents were good examples because of their actions. They were consistent and selfless...always walking-the-walk. This was enough for us to work our “mind-muscles” and become quick thinkers at an early age. We became good at devising ways in which we wouldn’t leave our parents…or anyone else in a lurch. After all, both my mom and dad were always there to lend a helping hand to whoever was in need. We saw how happy it made those recipients.

Many years later when we developed our business core values for JC Marketing Communications, I was determined to integrate these traits into our “customer-focused” culture. It was easy to incorporate because these disciplines were already habit.

Advice to get you pointed toward
a healthier “customer-focused” organization
that is capable of “building a jet engine in mid-flight”

So, you think you’re customer-focused?

Try asking your customer this: “If you needed to share a foxhole with someone reliable, who would it be?” They should immediately shout your name.
Do your research, find out what is the most important items to people who typically purchase services like yours.
Embrace any timelines/deadlines as your ally...time is NOT the enemy if you have reliable systems, accountable personnel, strategies, tactics, and methodologies in place to increase your bottom line.
A great way to increase market share: Embrace your client and their requests as wonderful opportunities...clients and requests are NOT an inconvenience.
Your organization should contain innovative, quality team players with talent, commitment and who share the same goal and core philosophy. Your sales team should share successes and failures with one another—always working to help one another to do better...so the company does better.
Continuing education (The yearn-to-LEARN will serve all your personnel well) and provide more for your customer.
Each team member should have a well-rounded skillset. It’s essential to teach as many phases of your business process to all employees that you can. Keep everyone in the “loop” and well-choreographed. From the technology they use, through execution, deliverables and solutions. From the first level of your organization to the final level—if each team member knows what his/her colleague does—each understands the effort and time that it takes to do the assignment well.
Develop good company disciplines and systems that become habit quickly AND ultimately don’t require effort. Make due diligence practices part of the process. Initially, sweat the small details. Soon, any large details take care of themselves.
Strategies (have several tried-and-true options in your plan of execution) to offer your customer.
Methodologies (have all your systems 151% ready to function at capacity) to reduce customer disappointment and increase your bottom line.
Preparedness and the ability to handle volume and increase your market share. You should have immediate access to every available resource so that you’re not held hostage by any one process along the way.
Time management skills to improve productivity.
Stress continuous improvement for you and your teammates (Never settle, sprint to the finish line, don’t coast).
Have strategic alliance partner relationships where the prerequisite is that they share your same philosophy. There are others like you out there.
All the above provides you with a healthy, efficient start to an infrastructure capable of “building a jet engine in mid-flight.”

And those items above are just a start in the right direction.

How can JC Marketing Communications
of Connecticut help your business?

Imagine how much easier your sales goals can be achieved if you had instant access to a versatile and flexible marketing resource with the talent AND know-how to help you with your mission quickly. JC Marketing Communications (JCMC) of Connecticut is equipped to handle growing businesses like yours. We often speak of having methodologies and strategies in place. Here’s where these tools are an invaluable asset. Totally self-contained, we provide concept through completion services. From marketing consultation to deliverables. Imagine if you had access to a marketing partner who could concept your project—develop it, photograph it, design it and get it to it’s final destination in days…rather than weeks. Your sales team can begin selling instantly so you can increase your bottom line. Sound impossible?

Our methodology is a quality-based, knowledgeable, results-driven, reliable and accountable approach. Combine this with our responsiveness to clients needs, flexibility and maneuverability in a sea of large, impersonal ad agencies—and you will learn why we are unique from ALL competitors. Partnering with a marketing firm LIKE US—one that has experience in diversified market segments—is a benefit to you because you won’t need to spend excessive amounts of time educating us about your business.

Contrary to what you may believe...think...or have experienced—today you learned that a SOURCE does exist that can make ALL your marketing components successful and quickly. It’s under one roof and is called JC Marketing Communications (JCMC) of Connecticut. Call us while the thought is still fresh in your mind: 860.621.8866.