Yates & Associates

Where do I advertise?

2009-03-16T05:39:00.000-07:00

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

To Market, To Market

2008-11-05T07:02:00.001-08:00

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!

Public Relations: More Than Advertising

2008-08-18T06:30:00.001-07:00

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

Killer Marketing Campaigns

2008-06-24T17:08:00.000-07:00

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 Fort Pierce, Florida, it was in disrepair after years of neglect. The task of Yates & Associates was to fulfill five key objectives.

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 Ft. Pierce and other local communities, we created a Speakers Bureau to place the marina management and staff before audiences such as civic clubs, boating clubs, Chambers of Commerce and government sponsored events.

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!

First Impressions, Lasting Impressions: The Benefits of a Brochure

2008-05-20T08:42:00.000-07:00

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.

Your Brand, Your Most Valuable Asset

2008-04-24T06:49:00.000-07:00

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.

Staying Connected With Public Relations

2008-04-03T06:21:00.001-07:00

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.

The Value of Marketing

2008-03-20T11:27:00.001-07:00

The Value of Marketing

Walter Scott Lenox (1859-1920), founder of Lenox China, was a visionary, perfectionist and idealist. Though his early years as a manufacturer were fraught with struggle, he never wavered from his goals. He is credited with pioneering the development of American Belleek and heightening our nation’s appreciation for American-made china.

Lenox grew up among the major potteries in Trenton, New Jersey, where, he learned the rudiments of production and business operations. At the time all fine china was imported from Europe. Lenox’s goal was to manufacture china that would be equial in quality to European pieces.

There were many factors that could have kept Lenox from achieving his dreams. Fine china is difficult and expensive to manufacture. Almost 70% of its production cost is labor. At American wage scales, odds were that a company would go bankrupt trying to produce high-quality ware. Finally, the depression of the early 1890s proved disastrous for many.

Then, too, American manufacturers had to content with the American preference for famous European makers. European goods were esteemed for their refinement, while American wares were purchased for their sturdiness and inexpensive price.

In 1906 Lenox formed Lenox, Inc., which is still in business today. What was Lenox’s secret for success? It was persistence, the strict attention he gave to every aspect of his business, his financial honesty, and his determination to succeed despite the many setbacks he faced.

Marketing strategies also played a major role in name and product recognition. By 1950 Lenox spent 400% more on advertising than its closes competitor, contributing to its greater visibility in the ceramics marketplace and resulting sales. Today Lenox retains prominence among American china companies directly due to its marketing efforts.

The bottom line: Never underestimate the value of marketing. For your business to succeed, you need to include public relations, marketing and advertising 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.

AS RECESSION LOOMS YATES & ASSOCIATES SAYS LISTEN TO YOUR CUSTOMER TO STAY IN BUSINESS!

2008-01-28T13:13:00.000-08:00

www.YatesPro.com

MEDIA RELEASE

For Additional Information:

Sam Yates

(772) 225-1292

For Immediate Release

AS RECESSION LOOMS

YATES & ASSOCIATES SAYS

LISTEN TO YOUR CUSTOMER TO STAY IN BUSINESS!

JENSEN BEACH, Florida/January 22, 2008 – As there are increasing signs our economy may be headed towards a recession, Yates & Associates, Public Relations & Marketing, says the best way to avoid losing business is to listen to your customers.

“At Yates & Associates, we are often asked to evaluate a client’s customer service,” said Sam Yates, President, Yates & Associates, Public Relations & Marketing. “We find that clients who have strong customer service throughout their organization generally can survive any market – even the recessionary market we are now facing,” Yates added.

Strong customer service is a valuable asset, especially in today's hightech-oriented, increasingly impersonal business world. Therefore, if you are aware of common customer service mistakes and avoid them, you may strengthen your position in a competitive market.

Here are what we consider the Top 10 Customer Service Mistakes most companies make. Incidentally, these mistakes are often made at all levels of a company – not just those who we normally think of as being in customer service.

See if your company is guilty of any of these mistakes. If the answer is Yes, contact Yates & Associates today so we can help you turn your company around.

1. Untrained staff. It does not matter whether you have two or 200 employees, you must train everyone in the art of customer service. Customers and clients will not tolerate rudeness, incorrect information, or apathy on the part of your staff. Not training the staff — and this should include everyone — is a major mistake made by too many businesses.

2. Trying to win the argument. It is worth remembering that it takes five times more effort and cost to gain one new customer as it takes to maintain one current customer. Therefore, to win an argument and lose a customer, you are punishing your business.

3. Inaccessibility. If you want to see repeat business, you need to be accessible to your customers.

4. Standing by your policy. While the receptionist who is scared that he or she may lose their job can say "That's our policy," customer service representatives and managers should be able to find ways to bend policies (within legal guidelines) to build customer relationships. The phrase "If I do that for you, I'll have to do it for everyone," is one of the fastest ways to lose customers.

5. Unfulfilled promises. If you promise a customer that something would be ready by a certain time, then it should be there by that certain time. When you cannot make this happen, do not make excuses. The only words you need to remember are "We're sorry," backed up by an extra effort to make the customer happy.

6. Poor record keeping. If you keep referring to Mrs. Johnson of Jackson Avenue as Mrs. Jackson of Johnson Avenue, you can be sure that she will not continue to be a customer. While any business can make a mistake, constantly misspelled names and similar foul-ups do not encourage regular customers to return. Make sure you treat each patient as if they are your most important customer.

7. The runaround. When someone calls for customer service or assistance on a matter, they expect the person with the answer to be the first or second person to whom they speak, following a receptionist perhaps. People do not like being passed from one person to another or sent from one department to another. Passing the buck is akin to passing the customer on to your competitor.

8. Email/online cop outs. Since email is impersonal, many businesses send a form letter or a programmed response that answers 10 common FAQs, none of which may apply to a particular customer. Other businesses simply ignore customer complaints hoping that the customer will simply forget the issue. These are email cop outs, or excuses for not providing adequate customer service. It is very simple for a customer representative to respond to each inquiry in a timely fashion.

9. Failure to listen. Customer service representatives routinely do not listen closely to customers. Typically they respond with an answer that does not match the problem because they were not paying attention. Customer relation representatives need to be trained, particularly in the art of listening and even taking notes.

10. Forgetting the basics. "Please," "thank you," "we're sorry about the inconvenience," and so on are simple phrases that cost nothing, take little effort, and win big points.

Yates, a more than 30 year public relations and marketing guru, says its easy for owners and managers of a company to lose sight of good customer service as everyone watches the bottom line during hard economic times. “Unfortunately, if no one is watching out for changes in customer service, the first indication that something has gone drastically wrong will be a major decline in that bottom line,” Yates added.

If you would like information about improving your customer service and bottom line during these changing economic times, contact Yates & Associates at 772-225-1292, or visit their web site at www.YatesPRO.com .

Yates & Associates is award-winning, full-service public relations, advertising, and marketing firm headquartered in Jensen Beach, with offices in Miami and Orlando, Florida.

For more information about Yates & Associates other services, including website design, optimization, and hosting, contact Yates & Associates’ Regional Vice President Dorothy Kamm at (772) 225-1292, or visit their website www.YatesPRO.com.

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Wow…what a difference a year makes.

2008-01-14T13:40:00.000-08:00

Wow…what a difference a year makes. It seems like only yesterday that Yates & Associates was helping Physicians Immediate Care launch their newest office location in western Port St. Lucie. It was a major milestone for the emergency walk in clinic.

In the last year, Yates has also helped maintain and grow the visibility of Physicians Immediate Care in Port St. Lucie. One of the more innovative ways was to create a direct mail campaign. In one particular campaign, more than 80,000 postcards were sent to Treasure Coast residents and a new star was discovered.

Shane Kenna, the Port St. Lucie youth who has been featured in the massive direct mail campaign to residents throughout the Treasure Coast, will put in a special guest appearance on Saturday, January 19 to mark the first anniversary of the Physicians Immediate Care Parr Center office. Shane, son of Jason and Colleen Kenna, is the “star” of the nearly 80,000 piece direct mail campaign featuring the benefits of Physicians Immediate Care.

According to Sam Yates, President, Yates & Associates, Public Relations & Marketing, “Shane will be there to sign autographs and share his thoughts on becoming a local celebrity. His parents have received lots of calls from friends, neighbors, and even strangers who have recognized Shane.”

Shane was selected for the campaign because he had the “little boy next door” appearance. “Everyone who has seen the post card has said ‘What a cute kid.’ While at the same time, they can see the adventurous look in his eye that every parent knows too well may lead to a trip to an urgent care center,” added Yates.

“We received fantastic response from the campaign featuring Shane,” said Kenneth Palestrant, M.D., founder of Physicians Immediate Care. “We plan to use Shane in upcoming campaigns whenever the little boy next door is featured,” added Dr. Palestrant.

The direct mail campaign features Shane leaping from a wall attempting to fly like a superhero. “Shane is about to discover he can’t fly” is a phrase on the direct mail piece that every parent and grandparent can understand. While Shane is seen attempting to fly, the stunt was accomplished through digital photography. At no time was the youth in danger. You can see the postcard in the samples of work displayed here on the Yates & Associates web site.

“Future direct mail campaigns will focus attention on a variety of things we all do every day such as cooking, cleaning house, or enjoying outdoor activities,” said Yates. “We have been contacted by quite a few regular, everyday people who want to become a star in those campaigns as well,” he concluded.

Yates & Associates is award-winning, full-service public relations, advertising, and marketing firm headquartered in Jensen Beach, with offices in Miami and Orlando, Florida.

For more information about Yates & Associates, contact Yates & Associates’ Regional Vice President, Dorothy Kamm at (772) 225-1292 or visit their website www.YatesPRO.com

Yates & Assosiates Says "Fire that client"

2008-01-07T06:46:00.000-08:00

MEDIA RELEASE

For Additional Information:

Sam Yates

(772) 225-1292

For Immediate Release

YATES OFFERS 2008 ADVICE:

FIRE THAT CLIENT…

TO GENERATE MORE PROFITABLE BUSINESS!

JENSEN BEACH, Florida/January 7, 2008 – Yates & Associates, Public Relations & Marketing offers some startling public relations and marketing advice for 2008: fire that client!

“Many times, as public relations and marketing professionals, we find ourselves immersed in a single track of thinking. That is, ‘How can we better serve our client?’ While that is admirable and shows good stewardship of the client’s marketing and public relations budget, it sometimes is not reality,” said Sam Yates, President, Yates & Associates. “Sometimes, the reality is the client is a train wreck that sucks out all of an agency’s productivity while offering nothing back in return. Unless there is a win-win scenario for client and agency, it is time to consider firing the client,” added Yates.

While that line of thinking may sound counter to growing a business, Yates cites the example of a diva client who attempted to monopolize his company’s business.

“This particular client would call a dozen times a day. Instead of allowing a project to be completed and presented for review, the change process was continuous. And, each change sent the project in a new direction rather than agreed upon marketing and public relations objectives,” said Yates.

Yates, a more than 30 year public relations and marketing guru says ideal clients are those who recognize their shortcomings in the PR/marketing field. “Our most successful clients are those who realize we have the skills they do not or can not provide if their core business is to grow.”

In fact, Yates says the “fire your client” approach can work for any business. “If your client is not helping grow your business with referrals, testimonials, and sharing business leads to help you – that may be a client you consider firing. Add to that list a client who wants to tell you how to do your business or who takes up productive time you could be using to serve other clients and you have a client that needs to be fire,” said Yates.

Does the “fire your client” approach work?

“In the case of the only client Yates & Associates has had to fire, we found we had more productive time to serve other clients. In fact, the time we spent serving one unruly client was turned into an opportunity to bring three additional larger clients on board,” Yates answered.

Yates offers the following tips should you decide to “fire your client”:

Seek input from your staff on the client on the number of excessive hours the client requires. If that client is taking time away from other clients, they are a candidate to be fired.

Invite the client to a quiet lunch to conduct the firing. Be prepared that the client may become indignant.

Be calm but succinct when letting the client know its time to find another agency or vendor. Remember, the client will likely be in shock at your announcement.
Be prepared that the client may attempt to talk badly about your business after the firing.
Remember your reputation as an agency, or as a vendor, will far outweigh any negative comments from a fired client.
Finally, remember…you can’t fire all annoying clients. Luckily, you will be blessed with good clients in 2008 that value your services and want to help you grow as much as you want to grow the client’s business.

“Firing a client is not for everyone. However, if you want to grow your business, difficult decisions sometimes need to be made. Just as we sometimes have to fire a difficult employee to protect the integrity of our business, we need to periodically review the clients we serve to see if the marriage is still worth the effort,” Yates concluded.

Yates & Associates is award-winning, full-service public relations, advertising, and marketing firm headquartered in Jensen Beach, with offices in Miami and Orlando, Florida.

For more information about Yates & Associates, contact Yates & Associates’ Regional Vice President, Dorothy Kamm at (772) 225-1292, or visit their website www.YatesPRO.com.

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Yates & Associates New Website

2007-12-27T11:12:00.000-08:00

YATES & ASSOCIATES

ANNOUNCES NEW WEBSITE DESIGN

JENSEN BEACH, Florida/December 27, 2007 – Yates & Associates, one of the region’s most recognized public relations and marketing companies, has unveiled its redesigned website. “John Brazelton, Art Director of Yates & Associates, has done an awesome job with the design of our company’s new website,” said Sam Yates, President, Yates & Associates, Public Relations & Marketing. “This new website highlights our extensive scope of services and details our clients’ success stories. Our current and prospective clients now have a true one-stop-shop for all of their marketing and public relations needed,” added Yates.

“This new website highlights our extensive scope of services and details our clients’ success stories. Our current and prospective clients now have a true one-stop-shop for all of their marketing and public relations needed,” added Yates. “With the addition of our offsite Windows server, we are able to both host and administer our own e-mail and website, while providing reliable hosting to our clients at prices scaled to fit their respective needs,” explained Brazelton.

The new website also showcases the positive working relationship Yates has with clients. “Our philosophy is that we work with and become an extension of our clients. In return, our clients see our services as a valuable investment and are eager to make referrals and cross promote their services within our expanding client base,” said Yates.

Yates & Associates is an award-winning, full-service public relations, advertising, and marketing firm headquartered in Jensen Beach, with offices in Miami and Orlando, Florida. For more information about Yates & Associates, contact Yates & Associates’ Regional Vice President, Dorothy Kamm at (772) 225-1292 or visit their website www.YatesPRO.com.

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