By Sam Yates, president, Yates & Associates
Where do I advertise and what medium offers the greatest return on investment? That’s a compound question our clients often ask. The answer to both is not simple but can be summed up in two words: it depends.
With the current state of the economy in a flux, by far and away the best return on investment comes from advertising and marketing medium most professionals give the least attention – your website. Fortunately, for most, it’s a medium that can be tweaked and fine tuned into a highly efficient marketing machine.
The basic essence of making your website more effective is to think like a consumer. What does your patient base need and want by way of information, ease of navigation, and interaction? Answering these three simple questions can bring more people to your website and in turn more effectively market your practice and products.
The “it depends” segment of where to advertise and how effective is the medium is directly linked to our economy. At present outdoor advertising, billboards, has declined by upwards of 15%. That means in many markets outdoor advertising companies are very willing to negotiate already lowered rates. Many are incorporating a 30 day cancellation clause which makes seasonal campaigning for your practice very feasible.
Radio and television, on a local basis, have also been hit hard by falling ad revenues. Layoffs are underway at many newspapers across the nation with some papers actually closing their doors. This has created bargain advertising opportunities and the opportunity to negotiate rates to affordable bargains.
A key to selecting the right broadcast or print medium is to look for those newspapers and broadcast outlets that may be partnering in their news coverage. Television and radio stations who have a print and online partner have structured themselves to survive hard economic times and present a multi-prong approach to leveraging your advertising dollar.
Lastly, don’t forget online media. With the decline of print and broadcasting news and community coverage, more sources are now available online for your advertising dollars than ever before. A trend to watch is the emergence of statewide business forums online.
These emerging online business forums, for the most part, are being created by business and news journalists (print and broadcast) who are turning to a worldwide market to showcase news and information.
In summary and in a ranking of cost effectiveness, useful advertising media here are our recommendations:
1. Your website
2. Emerging online business forums
3. Media cooperatives (print/broadcast/online joint media ventures)
4. Billboard
Monday, March 16, 2009
Wednesday, November 5, 2008
To Market, To Market
Whether you are a professional or a business owner, what is your approach to marketing? If you answered advertising, you are missing two-thirds of the concept.
Many people confuse advertising with marketing, and marketing with public relations. In reality, all three – marketing, public relations and advertising – are the three legs needed to create the tripod which will serve as your company’s base. From this base you can use all three branches to build and broaden your sphere of influence and ultimately, increase your revenues.
A tripod is the strongest and sturdiest of forms. What happens when one leg of the tripod is removed, missing or shortened? The tripod topples over.
Although many businesses believe that they can handle their own marketing, they often fail to ask a crucial question: What activity causes the greatest loss of valuable time? For a large number, both small and large companies, the answer is doing everything in house.
I often remind people that just because you can do everything, doesn’t mean that you can do everything. While I may be able to wallpaper a room, I know that a paper hanger who does this full-time can accomplish this project more quickly than I. Then, too, there are other activities to which I would rather devote my attention. If you dilute your time, talents and expertise to accomplish tasks that would best be delegated, you likely will find yourself running in place rather than expanding your business.
Yates & Associates is comprised of award-winning writers, designers and newscasters. Our intellectual capital includes a staff that has more than 30 years of experience in Media, Public Relations and Special Events. As a full-service Public Relations, Marketing and Advertising company, we develop tailored marketing trips that help businesses increase their revenues. Let us help you develop and carry out a unique Marketing Plan that will provide direction as you strive to achieve your business goals and grow your bottom line.
Read about our clients’ success stories and their testimonials on www.YatesPro.com.
The bottom line: Consider hiring a public relations and marketing firm to assist you in reaching your goals. The investment that you make likely will garner a greater return than anything that you can accomplish on your own, in less time.
Yates & Associates provides a full range of cost-effective branding and marketing communication services that produce results. Let Yates & Associates help you grow your business.
For more information, contact Dorothy Kamm, Executive Vice President, Yates & Associates, (772) 225-1292, or at Dorothy@Yatespro.com to chart your course to success in 2008!
Many people confuse advertising with marketing, and marketing with public relations. In reality, all three – marketing, public relations and advertising – are the three legs needed to create the tripod which will serve as your company’s base. From this base you can use all three branches to build and broaden your sphere of influence and ultimately, increase your revenues.
A tripod is the strongest and sturdiest of forms. What happens when one leg of the tripod is removed, missing or shortened? The tripod topples over.
Although many businesses believe that they can handle their own marketing, they often fail to ask a crucial question: What activity causes the greatest loss of valuable time? For a large number, both small and large companies, the answer is doing everything in house.
I often remind people that just because you can do everything, doesn’t mean that you can do everything. While I may be able to wallpaper a room, I know that a paper hanger who does this full-time can accomplish this project more quickly than I. Then, too, there are other activities to which I would rather devote my attention. If you dilute your time, talents and expertise to accomplish tasks that would best be delegated, you likely will find yourself running in place rather than expanding your business.
Yates & Associates is comprised of award-winning writers, designers and newscasters. Our intellectual capital includes a staff that has more than 30 years of experience in Media, Public Relations and Special Events. As a full-service Public Relations, Marketing and Advertising company, we develop tailored marketing trips that help businesses increase their revenues. Let us help you develop and carry out a unique Marketing Plan that will provide direction as you strive to achieve your business goals and grow your bottom line.
Read about our clients’ success stories and their testimonials on www.YatesPro.com.
The bottom line: Consider hiring a public relations and marketing firm to assist you in reaching your goals. The investment that you make likely will garner a greater return than anything that you can accomplish on your own, in less time.
Yates & Associates provides a full range of cost-effective branding and marketing communication services that produce results. Let Yates & Associates help you grow your business.
For more information, contact Dorothy Kamm, Executive Vice President, Yates & Associates, (772) 225-1292, or at Dorothy@Yatespro.com to chart your course to success in 2008!
Monday, August 18, 2008
Public Relations: More Than Advertising
Public Relations: More Than Advertising
If you’re from a large family, you probably learned how to grab attention, get noticed and get heard. For most, getting the limelight to focus on you, your product or service and your company is not something you mastered early in life. Most business owners have neither the time nor the talent to pursue their own publicity. It makes sense, then, to hire a public relations firm to handle this for you.
Getting publicity, in essence, is getting attention. Public relations firms have lists of media contacts that they can call upon. PR people understand that reporters need stories. Providing reporters with the right story angle actually is giving them a gift. The best public relations professionals provide reporters with news and information on a regular basis.
Dedicate a percentage of your company’s operating budget to marketing as well as advertising. Advertising may help your company establish its presence, but publicity is what will put it into the forefront. More than advertising, publicity has the power of a third party endorsement because it builds credibility around your company’s name. A favorable article in a newspaper, magazine, or on-line publication or website has the power to establish you as the expert, your company as the best in its category, and the product and service you provide as tops. It’s the one that the media, and ultimately customers, will remember and consult.
The bottom line: Marketing is MUCH more than advertising. It is planning, budgeting, branding, dealing with the media, websites, word of mouth, developing partnerships – AND advertising. Consider hiring a public relations and marketing firm to assist you in reaching your goals. The investment that you make likely will garner a greater return than anything that you can accomplish on your own, in less time.
Yates & Associates provides a full range of cost-effective branding and marketing communication services that produce results. Let Yates & Associates help you grow your business.
For more information, contact Dorothy Kamm, Executive Vice President, Yates & Associates, (772) 225-1292, or at Dorothy@Yatespro.com to chart your course to success in 2008!
http://www.yatespro.com
If you’re from a large family, you probably learned how to grab attention, get noticed and get heard. For most, getting the limelight to focus on you, your product or service and your company is not something you mastered early in life. Most business owners have neither the time nor the talent to pursue their own publicity. It makes sense, then, to hire a public relations firm to handle this for you.
Getting publicity, in essence, is getting attention. Public relations firms have lists of media contacts that they can call upon. PR people understand that reporters need stories. Providing reporters with the right story angle actually is giving them a gift. The best public relations professionals provide reporters with news and information on a regular basis.
Dedicate a percentage of your company’s operating budget to marketing as well as advertising. Advertising may help your company establish its presence, but publicity is what will put it into the forefront. More than advertising, publicity has the power of a third party endorsement because it builds credibility around your company’s name. A favorable article in a newspaper, magazine, or on-line publication or website has the power to establish you as the expert, your company as the best in its category, and the product and service you provide as tops. It’s the one that the media, and ultimately customers, will remember and consult.
The bottom line: Marketing is MUCH more than advertising. It is planning, budgeting, branding, dealing with the media, websites, word of mouth, developing partnerships – AND advertising. Consider hiring a public relations and marketing firm to assist you in reaching your goals. The investment that you make likely will garner a greater return than anything that you can accomplish on your own, in less time.
Yates & Associates provides a full range of cost-effective branding and marketing communication services that produce results. Let Yates & Associates help you grow your business.
For more information, contact Dorothy Kamm, Executive Vice President, Yates & Associates, (772) 225-1292, or at Dorothy@Yatespro.com to chart your course to success in 2008!
http://www.yatespro.com
Tuesday, June 24, 2008
Killer Marketing Campaigns
Killer Marketing Campaigns
Marketing is essential to building and maintaining your company’s presence, but marketing without strategy is similar to sending your resume into cyberspace hoping that it catches someone’s attention. The first step is to decide what you want to achieve as a result of your marketing efforts. Where is your company today, and where do you envision it going?
Once you have established your goal, decide how you are going to achieve it. What action must you take and what decision must you make to make your goal a reality?
When new owners purchased Harbortown Marina, located in
1. Position Harbortown Marina as a preferred boating destination.
2. Eliminate its negative image.
3. Increase occupancy at the marina to increase revenue flow for new owners needing a return on the $32 million investment.
4. Improve customer service and customer service perception by mariners.
5. Accomplish all objectives within a six month period.
The team at Yates & Associates suggested changing the name to Harbortown
Marina-Fort Pierce to establish a brand link to one of the fastest growing regions in the nation. We created a new logo that reflected the significance of sport fishing.
Brochures and support collateral materials focused attention on new ownership, safe harborage, mangrove protection for hurricane surge, and quick, safe access to the ocean via a safe inlet. The theme of the brochures and collateral materials was designated as Discover Harbortown to create a sense of new and improved, as well as a fun destination.
A series of strategic Media Releases focused attention on new owners, new management and the changes in services and programs at the marina. A number of special events were also created and promoted via the news media to draw previous yachters back to Harbortown. These included a Fill-the-Slips series of waterside concerts featuring local/regional musicians; Hurricane Safety Seminar; Recycled Raft Regatta (using recycled materials); free Coast Guard safety inspections; and fire fighting demonstrations customized for the boating community.
A direct mail postcard was created (Slips Available) to alert boaters marina space was available at Harbortown. The direct mail piece further emphasized the Discover Harbortown concept. To showcase the improved image of Harbortown to
The new website that Yates & Associates designed and developed reinforced the marina as having safe, easy access; new and improved facilities; and that it is located in one of the most desirable (yet quaint) areas of Florida and the nation. The website encouraged direct response from mariners and allowed yachters to conveniently book their stay on line. An online tour of the marina was also presented.
Project evaluation was based on one factor – how much the new, improved image impacted the bottom line through increased long-term occupancy. Occupancy increased from 30 percent at the time of the engagement of Yates & Associates to 120 percent during the 6 month term of our company’s engagement.
For your own killer campaign, begin by identifying your company’s or product’s true benefits, strengths, and unique qualities that can be turned into key positioning and selling points. Once you have your list finalized, you’ll want to broadcast your new message. By building upon your benefits and unique qualities, This will elevate your company to stand out among your competitors. Before you embark on your mission, establish a marketing budget to make sure that you have sufficient funds to achieve your goals and make realistic plans.
The bottom line: Creating a killer marketing campaign that solidifies your brand and leverages your company’s benefits will better target your niche and help your company to grow. Consider hiring a public relations and marketing firm to assist you in reaching your goals. The investment that you make likely will garner a greater return than anything that you can accomplish on your own, in less time.
Yates & Associates provides a full range of cost-effective branding and marketing communication services that produce results. Let Yates & Associates help you grow your business.
For more information, contact Dorothy Kamm, Executive Vice President, Yates & Associates, (772) 225-1292, or at Dorothy@Yatespro.com to chart your course to success in 2008!
Tuesday, May 20, 2008
First Impressions, Lasting Impressions: The Benefits of a Brochure
First Impressions, Lasting Impressions
The Benefits of a Brochure
Gone are the days when one simply needed to erect a sign and place an ad in the daily newspaper to build a business. Companies today rely on marketing campaigns to attract customers and gain attention. A variety of public relations strategies and marketing tools are as effective as they are necessary for long term success.
Brochures, like business cards, are one of your least expensive but very valuable sales tools. Brochures allow you to introduce yourself, your company and its services or products, and to serve as a reminder to those whom you would like to acquire as clients or customers.
“When having a brochure designed, it should maintain your brand,” suggests Sam Yates, President, Yates & Associates. “A brochure should coordinate with other printed material, as well as with your website. Since first impressions are lasting impressions, a brochure should be eye catching and distinctive, informative without being copy heavy,” reccomends Yates. Readers should be able to grasp your message when glancing through it. Testimonials add to a brochure’s benefit as a sales tool.
When Chemical Injection Technologies, Inc., a Florida-based water purification manufacturer, contacted Yates & Associates, sales were stagnating. Yates & Associates developed a four-color tri-fold brochure that presented an overview of their product line, as well as created a SUPERIOR™-brand image. As a sales tool, the brochure renewed interest in the client’s water purifiers and significantly increased sales.
Brochures can be mailed, distributed by company personnel, placed in a rack for customer pick-up, personally passed on when networking or on a sales call, or downloaded from your website. “Because it has staying power, a brochure can be used as a reference, one that enhances the likelihood of future business,” says Yates. “People are more likely to remember you and your business with something tangible,” he adds. The design of your brochure should leave a lasting impression.
The bottom line: When marketing your company to potential prospects, be ready to supply them with a well-designed brochure that will continue “selling” on your behalf.
Yates & Associates provides a full range of cost-effective branding and marketing communication services that produce results. Let Yates & Associates help you grow your business.
For more information, contact Dorothy Kamm, Executive Vice President, Yates & Associates, (772) 225-1292; www.YatesPro.com.
Thursday, April 24, 2008
Your Brand, Your Most Valuable Asset
Your Brand
Your Most Valuable Asset
Branding is a buzzword that brings forth close to 39 billion links on Google. In a competitive marketplace, having a powerful brand can drive success. Excellence alone is not enough to surpass your competition. Companies need branding and positioning to differentiate their business from others offering similar products and services.
Branding is more than just a label for your company. It establishes your identity, defines your product or service, and affects customer perception, all coalescing to pre-sell your business. Your company’s logo creates its visual identity, taking into account form, color palette, type style and layout. “The stronger brand is going to win in a competitive situation,” said Sam Yates, President, Yates & Associates.
When we see a pair of golden arches, the letters “LV”, and two hands side by side with palms up, we immediately identify McDonald’s, the designer Louis Vitton, and Allstate Insurance Company. Adding a tagline can create a powerful positioning statement.
Positioning statements can be used to reflect what your company offers that is of importance to your clients and customers. “Just do it,” “You can do it, we can help,” and “Drivers wanted” are the memorable taglines of Nike, Home Depot and Volkswagen.
Logos and taglines project distinct images essential to separate your company from others. “Branding has to be the backbone of your marketing plan, especially if you’re in multiple markets,” said Yates.
Classic branding campaigns raise awareness of a company and its product or service. When the economy is in a downturn, maintaining a visual presence is critical to making an impact, even though the payoff may not arrive until the economy improves. “Many companies are inclined to withdraw from the ‘brand bank’ during difficult economic times. However, doing so may be fatal for a company,” said Yates. Abandoning your brand is equivalent to abandoning your company’s future.
The bottom line: Ultimately, branding brings you the customer or client your company has earned. In times of economic downturn, maintaining market presence is critical to long-term success. Results happen over time, not overnight.
Yates & Associates provides a full range of cost-effective branding and marketing communications services that produce results. Let Yates & Associates help you grow your business.
For more information, contact Dorothy Kamm, Executive Vice President, Yates & Associates, (772) 225-1292; www.YatesPro.com.
Thursday, April 3, 2008
Staying Connected With Public Relations
Staying Connected With Public Relations
What do CEO’s need to consider regarding marketing during a recession? Not trimming marketing dollars from your company’s budget during times of economic recession. “It is a proven fact that companies that cut back on marketing and promotion when economic times are tough ultimately end up neglecting existing customers and missing prospects,” said Sam Yates, President, Yates & Associates. “Trying to play catch-up and regain lost market share when economic conditions improve costs more in the long run than maintaining a consistent market presence,” added Yates.
Yates suggests redirecting money from your advertising budget to public relations activities. “Public relations is used to build awareness of your company, your brand, your products, and your services,” said Yates. Yates & Associates utilizes a variety of tools, such a promoting news stories, writing articles for trade and consumer publications, and staging special events and other types of media promotions to keep its clients in the forefront.
“We had a dedicated weekly newspaper ad that just wasn’t bringing us results,” said Kenneth Palestrant, M.D., founder of Physicians Immediate Care, one of the region’s premier providers of ambulatory and urgent health care. Their impetus to reconsider their marketing efforts came about when they were building a second clinic in western Port St. Lucie and planning its grand opening. Three months before the clinic was scheduled to open, “We turned to Yates & Associates to assist us with marketing so that we could focus on the building, outfitting and staffing of the new clinic,” said Dr. Palestrant. Yates & Associates not only tackled the planning and coordination of this event, but the firm also began positioning Dr. Palestrant as a medical expert with the media.
Within one month of opening, patient load was at the projected six-month level. Within 45 days, patient load matched one year projected level. Today both clinics are operating equally, and a third clinic is in the planning stage. This proved to be a turning point for Physicians Immediate Care.
“When we decided to withdraw newspaper advertising and hire Yates & Associates, we exceeded our goals and expectations,” said Dr. Palestrant. Seeing such quick results, Physicians Immediate Care decided to keep Yates & Associates on retainer. “We have learned that marketing is much more than just advertising. We have also learned that by selecting a qualified marketing firm, such as Yates & Associates, the return on our investment has been extremely rewarding,” summed up Dr. Palestrant.
The bottom line: In times of economic downturn, don’t cut your marketing budget in an effort to cut costs. For your business to retain its market share, you need to include public relations in your financial plan.
Yates & Associates provides a full range of cost-effective marketing communications services that produce results. Let Yates & Associates help you grow your business.
For more information, contact Dorothy Kamm, Executive Vice President, Yates & Associates, (772) 225-1292; www.YatesPro.com.
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