The life of a hummingbird rarely exceeds four years. The life expectancy of a Marketing Director (or CMO or VP of Sales & Marketing) at any given company is even less than that. The typical tenure these days is a little more than 3 years and this is up from about 26 months in 2004. In fact, as you stroll through the offices at many companies, it’s an easy bet which executive is a dead man (or woman) walking: the Marketing Director.
What are some of the reasons causing such a short tenure? What are some things a Marketing Director can do to be successful? How much of that is on the company and how much is brought on by the individual?
Ok, so how much of this is do you see or experience in the world that you live in? If you’re like the vast majority of Marketing Directors in this country, you see any of these issues popping up on a fairly regular basis. Here are a few things to consider in order to make sure you’re not having to call your executive recruiter anytime soon.
While the marketing landscape changes so quickly, the good news is that a Marketing Director can succeed in the face of headwinds no matter which way he/she faces. It may be more challenging than it should be, but stand true to your brand, be current and always in the know, and be bold enough to make a difference….otherwise, chances are, you might be dusting off that resume.
I had a phone call with a previous client last week and during our talk she told me more than once how she felt like the role of her marketing department was being marginalized. Apparently, over the course of the last few years, various internal departments who relied on the marketing team to support their activities are now more or less telling them what they want said and how they wanted it represented in the various forms and channels. They’re playing Copywriter and Art Director. The reason why this has happened was summed up by what more and more people in organizations think: “Anyone can do Marketing.”
Unfortunately, there are people in C-suites around this country, self appointed ‘marketing experts’ on the web (who are generally selling something), etc., who believe that to be the case. In fact, the marketing department is also occasionally to blame. How’s that? Well, have you noticed any of the job postings for marketing people? Some of the position descriptions are impressive and ask for proficiency in a number of specialties like SEO, CRM, social media, Photoshop, along with more traditional marketing areas. And then comes the kicker: 2-4 years experience required. What??? Obviously, marketing management who wrote the job spec doesn’t view its role as that complicated or requiring suitable experience to do the job correctly. No wonder respect is hard to come by.
As we know, businesses depend on professional attorneys to oversee their legal affairs and experienced accountants to manage their finances. But some executive level business people don’t think twice about turning over their revenue-producing marketing efforts to someone who doesn’t have a clue what the 5 P’s of Marketing are. I don’t think I’ve ever heard anyone say “Troy, I know you’re a engineer by training but you took a class in junior college about law, didn’t you? Hey, would you mind doing some international patent registration for us?” Yet a very similar conversation happens with marketing.
Misguided companies everywhere assign the marketing role to anyone who they think is “creative” or can write. And people in your company know people outside of your organization who fit that bill. So why should they think that you’re different? What’s been done to offset that perception?
In the organization I mentioned, the marketing department first let some things go that they shouldn’t have and ultimately as a result they’ve abdicated their role as experts and brand stewards. They’re now seen as mere fulfillers. In their zeal to make people happy, they took the thoughts offered up by the internal stakeholders as the easy way out in order to get through the work in their queue. Having overseen a creative services team for a large financial services company, I know how this can happen and how tempting it can be when it “just needs to get done ASAP!” But you’re just opening up Pandora’s box when you go down that road. So what are a few ways for people to better understand the value that marketing offers? Here goes:
At the end of day, the value of your department or specifically, your job, is more at stake than you might imagine. A so-so marketing plan, a mediocre tradeshow booth or ad or collateral piece, a ho-hum status quo “integrated” campaign…they all make you look more like a fulfiller of marketing needs and less like the marketing professional that the company is counting on to drive revenue, awareness, brand preference, etc. In fact, not showing value is the quickest way to have the work you do be discounted as nothing special.
So if your organization believes that “Anyone can do Marketing,” consider whether or not you have a role to play in that notion.
Over the past 5 years or so, it’s it happen more times than we care to remember …maybe even at a company that we once worked at. (For me it was Countrywide Home Loans.) I’m talking about a company or brand that was once a familiar part of the business landscape which is now no longer around. Disappeared. Gone and forgotten. From Oldsmobile to Borders bookstores to more big city and community newspapers than one can count.
The fact that “going out of business” has become such a growth business, it got me thinking about a question I’ve posed time and again to the marketing leadership of companies during this “New Normal.”
The question is simple and insightful — and it’s worth taking seriously as you evaluate your approach to strategy, competition, and innovation. Here it is: If your company went out of business tomorrow, would anybody really miss you and why? Let that swim around in your brain for a bit.
If that question didn’t concern you…maybe it should. What’s being done in order to make your brand important enough and invaluable to your customer so that they feel they could not live without, or at worst not want to live without you? Here are 5 ways to help make your company or brand so meaningful that your various customers would notice if you went out of business.
First, you must provide a product or service so different that it can’t be provided nearly as well by any of your main competitors. Mercedes would certainly be one, maybe even Ritz-Carlton and Southwest Airlines as well. But really, how many products or services fall into this group? Do your customers see you as a “must” or a “they’ll do”? How many viable options are there to what you offer? Do they trust you to follow through on what you’re telling them? What makes you so special…really?
Second, meaningful brands are created by people with a vision and a passion, and destroyed by “caretakers.” Perhaps the founder of a company identified a niche or angle that was unique and pursued it with passion. But once the brand is relinquished into the hands of “caretakers” more focused on the financials and preserving the status quo, it can tend to be slowly destroyed. Marketing, and I mean the kind of marketing that moves people to act, is something seen getting smaller and smaller in the rearview mirror. Former President Reagan once said “Status quo is Latin for the ‘mess we’re in’.” Amen.
Third, make sure that the company continues to innovate and not stand still when the brand realizes some success. When something works, either because it was thought through or, more times than not, by other factors, the “don’t fix it if it is not broken” philosophy kicks in. The growth of the brand or company stalls, instead of constantly trying to evolve, improve and adapt to the changing world. One cannot win a race by standing still. Vanilla/mediocre advertising is a big contributor to — or perhaps the result of — standing still.
Fourth, your company must forge a uniquely emotional connection with your customers that other companies can’t copy. Apple is an obvious passion brand in the performance-obsessed technology world. HBO is a brand in the fussy media market that doesn’t just have viewers but devoted followers. But in a world of endless choices, how many companies and brands do you know that have achieved the status that inspires “loyalty beyond reason?” Is there a reason why your brand shouldn’t one? Can your company be an Apple, Starbucks or HBO to your customers? If your answer is “we can be a brand like that”… good for you!
Lastly, look at the marketplace and understand who you’re competing against. Many companies and brands define their business too narrowly just like stagecoach owners did. They focused on offering the best stagecoach service, the cheapest stagecoach service or the fastest stagecoach service. Eventually other forms of getting people from “A” to “B” came along, like when the jet plane destroyed the lucrative transatlantic ocean liner business. You need to define what business you’re in and who the competition really is. Food for thought: If Google’s the one ranking your business against your peers, then it makes sense to understand who they think you’re similar to, right? Type in your own URL in the search bar and see what comes up. You may be surprised.
The fact is, a very few companies meet any of these criteria — which may be why so many companies feel like they are on the verge of going out of business. So the next time someone at work urges you to think small and settle, ask them why they believe that playing it safe is playing it smart. That’s what they thought at Saturn, E.F. Hutton and House and Garden magazine — and look how it worked out for them! For, as they found, their customers could live without them.
At the end of the day, if your customers can live without you, eventually they will. If you do business the way everybody else does business, you’ll never do much better. If your answer to the question of whether anyone would notice if your company or brand went out of business is “no” or “not sure” – you need to focus on how to ensure it doesn’t happen. What is your marketing doing to make sure that doesn’t happen?
The most dangerous place to be in your marketing is in the middle of the road.
We had a client call last week telling us that she had received a letter from someone stating how much they were put off by an ad we were running. She was wondering if we should hold off running that ad and instead run another one we had produced. My response was “Heck no. I’m thrilled that someone felt that way. I hope we get a few more letters.” Why would I say that, right?
You see, your company, like 99.9% (there’s always that oddball out there) wants to be loved. You want adoring customers, enthusiastic vendors, committed partners, etc. Yet in reality, few companies are really appreciated. In fact, most companies and marketing messages are tolerated at best, and at worst, ignored. And do you know why? It’s because most company messaging is too forgettable and too dull to spark any type of reaction.
If you want your company to have passionate customers, dedicated partners, etc., you must first inspire strong responses. Only then can you convince people to love your company and become raving fans of your brand. But here’s the kicker: as you attract fans, you’re also bound to get the critics, or “Haters.” As we learned in physics: Every action creates an equal and opposite reaction. These Haters are the ones that write nasty letters or post negative comments on sites like Yelp or Angie’s list. That said, here’s something which might also cause you to recoil a bit. Experience has taught me that it’s OK to have some not like your brand (not a lot, of course). Yup, you heard me right. In fact, having a few critics is essential. The undeniable reality is that if you’re not eliciting a negative response from someone somewhere, then you’re probably not that fascinating to anyone. No one remembers lukewarm!
Fresh, imaginative, and original ideas come across as unfamiliar, even uncomfortable, which means that not everyone will like it. But unfortunately, most companies spend too much time worrying over damage control for the Haters that they never get up the nerve to be exceptional in the first place. In short, Haters are the price one pays for being special. Apple has Haters. Starbucks has Haters. Accept their presence but do not let them stop you from moving forward.
On the other hand you have the advocates, evangelists, loyalist…the Lovers. They don’t just buy your product or service, they also accept price increases and forgive occasional “issues.” When your product is sold out in one store, they’ll drive to another store to find it. When the competition tries to appeal to them with an incentive, they stay loyal. Lovers also do your marketing work for you — for free. They write nice things in online reviews, and even occasionally re-post your content online. In every aspect of your company, Lovers will reward you with new business and higher sales. They’re not just buying your products for price or utility.
So you now have the Lovers on the left and the Haters on the right and between them you have a set of customers who give you little loyalty or value. Let’s call this group the “Lukewarmers”. Maybe a good way of describing this group is like that friend of yours that would come over to watch a game but as soon as the beer ran out…so would he. Kind of like a friend…but not really. In the same way, these indifferent customers make a purchase here and there but don’t add much of anything else.
The Lukewarmers also have a really bad habit of not caring. They won’t buy your product unless it’s the cheapest or most convenient option which means they’re only buying you until a cheaper or more convenient alternative comes around. So in addition to not being loyal, they’re also expensive to maintain because you’re spending money to get them as customers and they never really pay out over multiple purchases.
In today’s marketplace, this middle ground is death!! Not caring is not buying. Not caring is inaction. The Lukewarmers leave for just the smallest of reasons. So how do you get people to quit being Lukewarmers and start actively choosing you and your brand?
Simply put, if your company wants to influence purchase decisions, you need to provoke strong and immediate emotional reactions so that people bond with your brand or company. The goal isn’t to create, or even stay away from controversy, but to avoid creating legions of people who simply don’t care.
The world is not changed by people who sort of care or don’t care at all. Stop focusing on the Lukewarmer. And don’t let the Haters keep you from your goals. Start accumulating the Lovers. And it all starts by having your marketing and advertising being original and captivating. There’s no middle ground here.
A friend and I were watching a football game on TV when a commercial came on for a paint retailer. At the end of the commercial, my friend said “I don’t trust them for a minute. They don’t look or sound the part at all.” I started thinking about why some companies are trusted and others aren’t. And so I’ll pose the question to you: in today’s marketplace, with people not wanting to be sold to but rather base their purchase decision on many other factors, is your company better off just selling products and services or selling trust along with your products?
One of the greatest demonstrations of selling trust came about years ago when Chrysler Corporation was being dragged back from the brink of extinction by its then CEO, Lee Iacocca. Chrysler was seen as having a flawed product and not to be trusted to build a good car. Lesser men would have resorted to selling at the cheapest price with giant discounts and 0% interest. They would have also gone down with the ship by making futile arguments about the features/benefits of the cars. Iacocca rejected this thinking and instead sold his personal guarantee…his promise…by saying “If you can find a better car, buy it.”
So then, what are the few key factors that will make your business such a trusted and relied-on presence in your customers’ lives that they will stay with you – and spend with you – for many, many years?
As I write this, virtually every advertiser, marketer and seller struggles in an un-trusting world. The public has very, very, scorched fingers and badly-bruised confidence. The temptation to overcome this mistrust with stronger product pitches, cheaper prices or deeply discounted fees – did I mention, cheaper prices – is enormous. And dangerous. To do so worsens the fundamental problem of low trust and deprives you of the finances needed to effectively market at all.
Unfortunately, and we all see it in our personal and business lives, there are bunches of companies out there who are “hit and runners.” They’re more in the business of getting customers to make sales rather than making sales to get customers. The first provides only income. The second provides income and equity. It’s sort of like the difference between dating and a long-term marriage. It’s about being there and having the other person’s back. That the other knows you care about them. That you find ways to stay interesting and relevant over the years. Sad but true, most marketers don’t really think about a long-term marriage with customers. They take it for granted or give it no importance. They’re focused on income not equity. Like you, I buy things from stores or service providers where not even a feeble attempt at creating an ongoing relationship is made. I think the thinking is “We did OK, he’ll be back.” Well, maybe and then again maybe not.
So, what can companies do from a marketing standpoint to start the process of building trust within the minds of their current and prospective customers? Here are eight thought-starters:
So, while we as marketers understand that we’re in the business of helping drive revenue for the company among other challenges, let’s not lose track of the fact that it’s always easier to derive sales from an existing customer versus that of a new customer. And that only happens if they trust you. And they’ll only trust you if you look and act the part. Don’t have your company be a “poser”…you’ll be found out!
by Rolf Gutknecht, Agent of Change (c) 2012
I’m not sure about you, but in the deluge of emails that comes my way each and every day, it’s real easy start deleting them without even thinking about whether there’s content that might make my life and that of my clients easier and better. So, I stopped doing that about 
6 months ago and now take the time to open each one and at the very least scan for interesting info. Maybe I’ll see something about trends, or research data, facts, or a tidbit about helpful hints. Without doing so, I’d miss out on stuff I should know about and, respectfully said, that’s probably the case with you as well.
Well, with your indulgence, I wanted to share with you 10 pieces of information that you may not be aware of which in turn will help you grow your business by seizing on untapped revenue-producing opportunities. So, here goes:
As I said, it’s easy to delete a bunch of good information that comes your way because of time constraints, being short staffed or being overwhelmed with email after email. But this is all good information that I received and looked over before I hit the delete key. If you’ve read this far, you’ve made the same thoughtful decision as well.
by Rolf Gutknecht, Agent of Change (c) 2012
We grew up with the belief that the best idea always wins. The best person always wins. If you build a better mousetrap people will beat a path to your door. That might have been true when the world wasn’t inundated with one sales and marketing message after another. But the fact is, today the best idea does not win. The best idea does not get credit and the best product does not win if nobody pays attention in the first place. (Take 5 more seconds and reread that last sentence and let it wash over you.)
It doesn’t matter how great your blog is if nobody reads it. It doesn’t matter how creative your ad is if you don’t have money to run it. It doesn’t matter if you’re the best food manufacturer, if nobody buys your products. It doesn’t matter if you’re the best hospital if people in need go elsewhere. It’s not about being the best. It’s about finding a way that you can take who you are, what you make, and what you offer and create a relationship with prospects and current customers that is instantly captivating.
Think of it like this. Imagine that on the other side of the door from where you are is where relationships happen, loyalty happens, sales happen, profits happen. On the other side of the door, success awaits. But to get there, we have to get through the door. And before we do that, we have to knock. And if we can knock in a compelling, persuasive and interesting way and introduce ourselves, and if we provide people/customers with messaging and content that is instantly captivating, and if we knock in the right way, then the door opens and we get to go through to the side where all the good stuff lives. But to ignore the door that you have to go through is setting yourself up for failure.
The reason is that we live in a world with ADD due in large part to the addictive nature of the Internet. The average attention span used to be 5, 10, 15 minutes, but now, the average attention span today is roughly 9 seconds. Nine seconds! Your brand might only get 9 seconds to communicate a message, earn a little bit of loyalty, build a little bit of trust so you can continue the conversation before your customer starts getting distracted! Nine seconds isn’t a lot of time, so what could you possibly say in that time or less to get someone’s attention? I think it starts with presenting your message in a way that’s captivating in clever and unexpected ways. It grabs people’s attention and has them focusing on the message and not thinking about the other stuff that could come into their mind. They’re engaged…captivated. In doing so, you start connecting with them, which allow you to persuade them. Get them to trust you. Get them to believe you. Get them to want to connect with you. So when your competitor tries to pull them away, they stay loyal.
Having been in the advertising/marketing business for quite a number of years, working on Fortune 100 accounts and mom-and-pops, and everything in between, I’ve seen and learned a few things I want to pass along: As a company, you have a choice. You must either have an enormous budget to make sure no one in your category can compete with you OR you have to captivate people’s attention. With a big budget you can drive awareness through exposure over and over again to make sure you get your message out in front of your customer – even if you have a boring message. The other choice is if you don’t have the biggest budget (raise of hands please), in which case you have to have a captivating message so customers will pay attention, listen, remember and act upon it. What you can’t do is NOT have the biggest budget and NOT have a compelling, fascinating, attention-getting message at the same time. Then you fail and go out of business. That’s just the fact! My guess is that you could name a few companies in your business category that are no longer around because they were ho-hum..right?
Forgettable and boring marketing materials, tiresome page-turning ads or lackluster customer service will not get it done. People forget stuff in under 9 seconds if it’s anything less than captivating, enamoring or entrancing. Ask yourself why it is that you remember some ads or marketing messages. It’s not because they look or sound like every other company or ad or they use business babble that says nothing. Not a chance. You remember them because they had a strong, unexpected point of view and a distinctive message. They were captivating.
So, as you begin planning for 2013 and thinking about how to make it the best year yet, I’d ask that you reread the title of this blog and use it as the mantra for your future marketing initiatives. It’s that significant.
by Rolf Gutknecht, Agent of Change (c) 2012
I had a phone conversation with a prospective new client (I’ll name her Amelia) last week and during our talk, I mentioned having seen a cable TV ad that her company had run recently and was wondering if it had produced growth in sales inquiries or better yet, generated more sales. Her response is something that I’ve heard more times than “Doan’s has pills.”
Amelia reported less-than-stellar performance, which didn’t really surprise me. But she fingered the blame on the media type…and not the marketing process or the message. The spot was flat-out boring and crammed with too many feature points. The message itself had no spark; the ad employed uninspiring, overused stock images that everyone has seen on other companies’ commercials; and while it had a lot of words attached to it, it said nothing. I know you know the kind of ad. You see them every day in trade publications, direct mail, online and yes, even on TV.
When I politely asked her if maybe it wasn’t the media but the message, my suggestion was immediately dismissed as “no, no. that’s not it. Cable just doesn’t work.” In this case it was TV but I’ve heard it for most every B2B and B2C media type there is. So I quoted to her legendary adman Bill Bernbach’s “golden rule”: “The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.”
Now before I move on, please take another 15 seconds and read the above quote again and let it wash over you…it’s that important.
You see, what this timeless observation says applies to everything a marketing executive does in communicating a brand’s promise or a product’s sales message, and then needs to shine through like a huge Klieg light within your ads, your sales support material, your promotional initiatives, your tradeshow booth, your collateral and your website.
Taking the uninspired or predictable way out leads to self-inflicted mediocrity which we all know is like a communicable disease. It starts with a so-so idea and coupled with a lack of interestingness and imagination, it infects every aspect of your marketing to the point that regardless of how and where you present the message, your current and prospective customers will not give it two seconds of thought as it passes by, only to become part of the background noise and clutter.
I’m not sure about you but one of the main reasons I decided that advertising and marketing was what I wanted to pursue as a profession was because I loved coming up with marketing ideas that would make people sit up and take notice in a sea of indifference.
If you want your marketing to actually change the trajectory of sales, if you want yourself to be seen as an idea person rather than a “fulfiller” of marketing stuff, then the status quo is not an option. You need to create new truths for your company that people believe in because you say things “imaginatively, originally, freshly.” To do otherwise, especially in today’s economy, is unacceptable.
Alright, business hasn’t turned around as quickly as you’d like – or as quickly as anyone would like. So your customers aren’t throwing their spending money at you any more than you’re shelling out dollars to hire additional staff, add new locations or expand your advertising reach.
Instead, if you’re like most companies, you’re continuing to be as parsimonious with your spending and investing as good business judgment dictates, right? That means you’re more focused on sales than on marketing, since marketing means spending money whereas sales means making money, right again?
Many businesses have grown their sales force while decimating their marketing departments. They’ve turned from brand-building to such “instant gratification” sales-based marketing strategies as direct response and SEO. At the same time, they’re making price the deciding factor.
What could possibly be wrong with that?
So let me propose two basic flaws in that kind of approach.
First, the further away from image and brand marketing you move, the less the customer is predisposed to buy from you regardless of price, since your brand is no longer the top-of-mind preferred choice. That means A) you have to wait until the customer is ready to buy and not a second before, and B) you are now set up for trading exclusively on price since your value proposition has taken a distant back seat…and there’s always a competitor who will come along with a cheaper product or service.
The second strategic flaw is that you’re now doing exactly what your competition is doing, hunkering down and playing the DR/sales/price game at precisely the time advertising rates are the most affordable they’ve ever been. Today, you can negotiate the most advantageous ad programs and one-up your competition with strong visibility while they’re still virtually invisible.
The opposing argument might be that in this sucky economy consumers are more price-focused than brand focused. And yet…
Why is it that sales of Apple’s iPad, an absolutely non-necessary (but really great) product, are booming? With each new iteration of the iPad, a $600 – $800 purchase, there are lines of anxious shoppers waiting outside the Apple Store. Simply, Apple presents a fantastic value proposition in its advertising that has nothing to do with price. The Apple brand and the iPad experience are king. Their strategy is so successful that in 2011, Apple sold more iPads in its last quarter than HP sold desktop computers all year!
The true job of advertising and marketing is to establish a consumer’s desire in advance of asking for the order. Without this first stage, building desire and brand equity, the selling process is exponentially more difficult. Any wonder why the sales cycle for most businesses has doubled or even tripled over the past few years as marketing budgets have been cut?
This is nothing new. In fact, the business publisher McGraw Hill addressed this very issue in a brilliant ad that ran in the early 1960s. In essence, the ad demonstrated that without marketing laying the foundation of understanding and desire prior to the sale, the barrier is significant.
So you’ve been given a gift, as it were, in the form of a recession. From a marketing perspective, your competitors are asleep at the wheel, and you can afford marketing visibility as you never have before. Here’s your chance to let them suffer the recession while you profit from it. How will you handle the opportunity?
You spend thousands, perhaps tens or even hundreds of thousands of dollars on your advertising and yet you’re still completely invisible to most of your audience. What’s going on? Why after all this time and all those dollars are you still the best-kept-secret in town?
Well, think about it from another perspective.
Do you need a plumber right at this moment? (If you do, let’s pretend you don’t for the sake of this illustration.) People who don’t need plumbers probably don’t see all those plumber ads in the papers, or on bus benches, or hear them on the radio. Oh, they’re there all right, lots of them, but to you, they’re completely invisible…Unless. The “unless” is if the ad happens to be really creative or interesting in some way that grabs you regardless. But most plumber ads are pretty much what you expect, and are therefore completely unnoticeable to the 98% of the audience who is not at-need. (You see where I’m going with this…)
In this case, the best that the plumber/advertiser can hope for is an equal shot along with all his competition at the time the faucet starts dripping, and not a moment before. But let’s take the plumber whose advertising is really fresh and interesting, that makes people take notice even when everything is fine. Then he’s going to be the first name on people’s minds when the sink backs up.
Human beings only pay attention to the things that interest them, and block out all the rest. It’s a natural defense mechanism that helps the brain cope with too much information. And only those things that are of immediate interest have a way of showing up as if by magic – such as when you are shopping for a particular car and suddenly, every car on the highway is that car!
For fun, try this wonderful YouTube demonstration:
[youtube=http://www.youtube.com/watch?feature=player_embedded&v=Ahg6qcgoay4]
It’s easy to be visible to your audience when there’s an immediate need or urgent desire. But imagine how completely invisible you are to them prior to that need – which is precisely when you most want to reach them! The more “expected” your advertising, the more invisible you become. You’re just another plumber advertising to people whose toilet’s are flushing just fine.
If you want to be noticed, you have to be noticeable. You need to rise above the general noise level with advertising and marketing that is different, fresh, unconventional and unexpected. You have to be willing to step out on a limb and surprise the audience and perhaps yourself.
I realize that only a tiny percentage of marketers will actually take this to heart and do anything amazing. That’s why 95% of ads in any medium – print, TV, billboards, direct mail – or for any industry – beer, office supplies, funeral homes, or financial services – are doomed before they leave the production house. But for those who take the risk, the reward is top-of-mind awareness before, during, and after the need.
That’s an ROI I’d take any day.
– By Dan Katz, Agent of Change © 2012 LA ads – A Marketing Agency