There are so many teamwork clichés. “Two heads are better than one.” “There’s no ‘I’ in team.” The list goes on. But we take teamwork very seriously at CMA, especially since developing and executing a marketing plan, for instance, often entails a lot of moving parts. It’s extremely hard to be creative without different sounding boards to bounce ideas off of. For us, it’s three basic ideas that define our teamwork philosophy:
Brainstorming
Last week alone, CMA held multiple brainstorming sessions for different client projects. These sessions are often interdisciplinary, where it’s common for someone from the PR department to contribute to the development of an ad, or an event planner to sit in on a marketing strategy session. We look for fresh perspectives and draw on the experiences of one another regularly.
Quality Control
Every piece, whether it’s a press release, a capabilities brochure or website home page, is circulated to different members of the account team to ensure quality. Each team member takes time to review the material and add suggestions. With this process in place, a consensus is formed, quality is assured and the final product presented to a client is a collective team effort.
Responsiveness
People go on vacations, get sick and take business trips—it’s a part of life. But we never want a client to feel their needs have to wait until their main contacts are back in the office. Prior to any anticipated travel, CMA team members work out who will provide back-up coverage to assist with certain projects. These support people are brought into meetings and cross-trained on time-sensitive projects early on to ensure they can take the reins when needed.
Client service is a huge priority at CMA and the foundation for it is an organized game plan. After all, clichéd or not, TEAM really does spell out “Together Everyone Achieves More!”
Jeffrey Barnhart
President and CEO
jbarnhart@cmasolutions.com
Tuesday, August 24, 2010
Thursday, August 5, 2010
Keeping Things Fresh
It’s August and the summer is still in full swing, but that doesn’t mean you should stop thinking about ways to continuously keep your marketing efforts fresh. Now is the time to evaluate your company’s marketing vehicles, as they are the drivers for increasing your visibility in the marketplace and bringing in new customers. Consider looking at the following areas of your business, so that come September, you can put your best marketing foot forward.
Key messages. Examine your company’s key messages and make sure they continue to accurately represent your company’s brand and products and services. If this has changed, bring together an executive team to determine what has changed and how these need to be altered to help move the company forward. Many CMA clients have taken advantage of our strategic marketing process called Marketecture(TM), which helps companies focus on outside forces that may be affecting your customer base as well as determine key message alterations to communicate better.
An example of a recent logo update for Homasote, the 101 year old manufacturer of building and industrial packaging products made from 98 percent recycled materials, which was the result of a Marketecture session:
Website. Your company’s website is the main information source for your target audience and the destination for all things associated with your business. Do you have current case studies showcasing your products and services? Are there up-to-date testimonials from clients? Does your newsroom reflect all current media placements and press releases? Evaluate how current the information is on your website with an experienced marketing team that can help add any items that will enhance the visitor’s experience, including social media “widgets” and other new media tools.
An example of a website redesign that helped strengthen a client's brand with rotating images and a cleaner design:
Sales materials. Determine if your sales materials truly showcase your company’s products and services. These materials aid your team in the overall sales process and help your company stand out from the competition. A seasoned team like CMA can help you stay current and creative while still making sure your information and visual imagery accurately showcase your products and services’ capabilities.
An example of a suite of sales materials designed for ESI Lighting, a manufacturer of energy-efficient lighting technologies:
Need help keeping your company’s marketing efforts fresh? Send us an email today.
Erin Higgins
Director of Marketing Services
ehiggins@cmasolutions.com
Key messages. Examine your company’s key messages and make sure they continue to accurately represent your company’s brand and products and services. If this has changed, bring together an executive team to determine what has changed and how these need to be altered to help move the company forward. Many CMA clients have taken advantage of our strategic marketing process called Marketecture(TM), which helps companies focus on outside forces that may be affecting your customer base as well as determine key message alterations to communicate better.
An example of a recent logo update for Homasote, the 101 year old manufacturer of building and industrial packaging products made from 98 percent recycled materials, which was the result of a Marketecture session:
Website. Your company’s website is the main information source for your target audience and the destination for all things associated with your business. Do you have current case studies showcasing your products and services? Are there up-to-date testimonials from clients? Does your newsroom reflect all current media placements and press releases? Evaluate how current the information is on your website with an experienced marketing team that can help add any items that will enhance the visitor’s experience, including social media “widgets” and other new media tools.
An example of a website redesign that helped strengthen a client's brand with rotating images and a cleaner design:
Sales materials. Determine if your sales materials truly showcase your company’s products and services. These materials aid your team in the overall sales process and help your company stand out from the competition. A seasoned team like CMA can help you stay current and creative while still making sure your information and visual imagery accurately showcase your products and services’ capabilities.
An example of a suite of sales materials designed for ESI Lighting, a manufacturer of energy-efficient lighting technologies:
Need help keeping your company’s marketing efforts fresh? Send us an email today.
Erin Higgins
Director of Marketing Services
ehiggins@cmasolutions.com
Friday, July 23, 2010
What Summer Slowdown?
The summer months are certainly a fun time to be with friends and family and enjoy the warm weather. Contrary to popular opinion, I also believe it to be a productive time in the workplace. Here are some ways that small businesses in particular can keep their marketing messages moving during the summer months:
Webinars
In the summer, there are far fewer workshops, conferences and networking events being held. It’s the perfect time to launch your own webinar so that your customers can learn about your products, services or look to you for guidance on an industry trend completely at their own convenience.
Surveys
If your customer base does have some downtime, this could be the perfect timing to ask them for an update on their concerns or learn more about how the economy has affected them. Send out an email survey that takes no longer than five minutes to fill out and utilize that information to plan any marketing changes come September.
Social Networking
Are there some business contacts you’ve lost touch with? Maybe you finally have the opportunity this summer to start that LinkedIn Group you’ve been meaning to launch. Or, just take more time to learn about social networking sites—it’s a rapidly changing part of the way the world conducts business. Take some time to participate and strengthen your business network.
Don’t assume that all companies you work with have a “Summer Friday” policy. Reach out, keep marketing and communicating, and you’ll find the summer is more productive than you thought.
Jeffrey Barnhart
President & CEO
jbarnhart@cmasolutions.com
Webinars
In the summer, there are far fewer workshops, conferences and networking events being held. It’s the perfect time to launch your own webinar so that your customers can learn about your products, services or look to you for guidance on an industry trend completely at their own convenience.
Surveys
If your customer base does have some downtime, this could be the perfect timing to ask them for an update on their concerns or learn more about how the economy has affected them. Send out an email survey that takes no longer than five minutes to fill out and utilize that information to plan any marketing changes come September.
Social Networking
Are there some business contacts you’ve lost touch with? Maybe you finally have the opportunity this summer to start that LinkedIn Group you’ve been meaning to launch. Or, just take more time to learn about social networking sites—it’s a rapidly changing part of the way the world conducts business. Take some time to participate and strengthen your business network.
Don’t assume that all companies you work with have a “Summer Friday” policy. Reach out, keep marketing and communicating, and you’ll find the summer is more productive than you thought.
Jeffrey Barnhart
President & CEO
jbarnhart@cmasolutions.com
Tuesday, July 6, 2010
CMA Takes Home 10 ASTRA Awards for Marketing, Advertising, PR and Web Communications
Steven L. Lubetkin Photo/Copyright ©2010. Used by Permission.
From left to right, CMA Director of Marketing Services, Erin Higgins, President and CEO, Jeff Barnhart and PR Manager, Kaitlin Friedmann celebrated 10 ASTRA wins at the annual awards ceremony.
CMA recently won 10 awards in 10 different categories at the 2010 New Jersey Communications, Advertising and Marketing Association’s (NJ CAMA) ASTRA Awards ceremony!
CMA received 10 awards for entries in marketing and public relations categories, showcasing the depth of the firm’s creative capabilities and marketing expertise. The judges honored the firm for its advocacy and public affairs work, creation of a comprehensive sales kit, multi-media business to business campaign and corporate logo as well as for the development and execution of a digital marketing and public relations campaign and this blog, CMA Central.
“Our staff continues to work together to create marketing pieces that truly communicate our clients’ messages and position them as leaders in their targeted market,” said Jeffrey Barnhart, President and CEO of CMA. “We are truly grateful to have received these awards and look forward to raising the bar next year.”
For 23 years, clients have relied on CMA for comprehensive strategic programs, high-impact creative communications and time-tested management solutions. The company’s innovative planning process, Marketecture, helps a variety of for-profit and non-profit organizations navigate industry trends and market forces to ensure continued success. For more information, visit www.cmasolutions.com
Thursday, June 24, 2010
Continuing Your Marketing Momentum
So you’ve done the market research, determined your target audience and the tactics you believe will help your customers take action. But how do you continue the marketing momentum and effectively utilize this information to promote your company and its products and services, despite budget constraints and the effects of the current recession? Consider these tips.
Stay in the game. If your company reduces marketing to your current and potential customers and your main competitor maintains or increases marketing to your current and potential customers, which business is more likely to grow during and following a recession? On a less crowded playing field, those who stay in the game stand out and win business.
Market smarter. Make sure you consistently market your company and its products and services in some way. If you find yourself faced with a slashed marketing budget, turn to cost-effective tactics that are still market-effective. Consider utilizing public relations as a credible and cost-effective investment as well as case studies which enable you to highlight your expertise and success with specific clients. Both tactics can help boost your SEO, delivering results.
Do what others aren’t doing. Most people do not enjoy cold calling, but if conducted in conjunction with an ongoing direct mail or email campaign, the results can be rewarding. A call following two direct mail pieces to a prospect is not a cold call—it is a warm offer to continue a conversation.
Look for pockets of demand. In every economic downturn there are market segments that remain healthy, growing and which may even be bolstered by the economic turbulence. Maybe you have already served some of these markets, but have not focused on them lately. Revisit these areas as they may make for some great business opportunities.
Interested in learning how we can develop business-building marketing communications for your company? Call us today.
Jeff Barnhart
President and CEO
jbarnhart@cmasolutions.com
Stay in the game. If your company reduces marketing to your current and potential customers and your main competitor maintains or increases marketing to your current and potential customers, which business is more likely to grow during and following a recession? On a less crowded playing field, those who stay in the game stand out and win business.
Market smarter. Make sure you consistently market your company and its products and services in some way. If you find yourself faced with a slashed marketing budget, turn to cost-effective tactics that are still market-effective. Consider utilizing public relations as a credible and cost-effective investment as well as case studies which enable you to highlight your expertise and success with specific clients. Both tactics can help boost your SEO, delivering results.
Do what others aren’t doing. Most people do not enjoy cold calling, but if conducted in conjunction with an ongoing direct mail or email campaign, the results can be rewarding. A call following two direct mail pieces to a prospect is not a cold call—it is a warm offer to continue a conversation.
Look for pockets of demand. In every economic downturn there are market segments that remain healthy, growing and which may even be bolstered by the economic turbulence. Maybe you have already served some of these markets, but have not focused on them lately. Revisit these areas as they may make for some great business opportunities.
Interested in learning how we can develop business-building marketing communications for your company? Call us today.
Jeff Barnhart
President and CEO
jbarnhart@cmasolutions.com
Wednesday, June 16, 2010
Who Are You?
Throughout the month of June, we’ll be tackling the topic of market research, an essential part of any strategic marketing initiative. Not many people are aware of the two main levels of market research needed to effectively gauge the behaviors and buying habits of your clients and customers. CMA uses primary and secondary research to glimpse into the target audience’s world and accurately assess the marketing tactics that will move them to action.
Secondary market research data, contrary to its name, is usually conducted first. This process of gathering target audience demographic information through existing data sources segments the market and dissects key pieces of information about who buys what, when and at what price.
Primary research confirms the positioning and key messaging determined through secondary research. Primary research is usually implemented via a survey that solicits needed information on the target audience. Surveys can be conducted through web-based services that provide accurate tracking of who responds, however some companies prefer to conduct in-person surveys or phone surveys to maximize effectiveness.
Once you have this data you have an accurate picture of who you are targeting and can use this information to personalize your sales pitch through various media. This is now even being done on social media websites such as Facebook. Users will find that shortly after they join a particular group or fan page, Facebook alters the ads displayed on the right hand side of the screen shot to their supposed “likes.” A user who might have become a fan of one comedian will be targeted in promotions for other comedy shows in their home town, for example.
In effective marketing, companies should aim to keep a continuous relationship with a customer, one that is poised to grow stronger over time. CMA is known for our strategic eye for marketing and can help you maintain these relationships. Give us a call or let us know your thoughts on building your marketing relationships.
Erin Higgins
Director of Marketing Services
ehiggins@cmasolutions.com
Secondary market research data, contrary to its name, is usually conducted first. This process of gathering target audience demographic information through existing data sources segments the market and dissects key pieces of information about who buys what, when and at what price.
Primary research confirms the positioning and key messaging determined through secondary research. Primary research is usually implemented via a survey that solicits needed information on the target audience. Surveys can be conducted through web-based services that provide accurate tracking of who responds, however some companies prefer to conduct in-person surveys or phone surveys to maximize effectiveness.
Once you have this data you have an accurate picture of who you are targeting and can use this information to personalize your sales pitch through various media. This is now even being done on social media websites such as Facebook. Users will find that shortly after they join a particular group or fan page, Facebook alters the ads displayed on the right hand side of the screen shot to their supposed “likes.” A user who might have become a fan of one comedian will be targeted in promotions for other comedy shows in their home town, for example.
In effective marketing, companies should aim to keep a continuous relationship with a customer, one that is poised to grow stronger over time. CMA is known for our strategic eye for marketing and can help you maintain these relationships. Give us a call or let us know your thoughts on building your marketing relationships.
Erin Higgins
Director of Marketing Services
ehiggins@cmasolutions.com
Monday, June 7, 2010
How Heavily Should You Rely on Social Media?
We’ve discussed social media strategies quite a bit since the inception of CMA Central, but it’s an ongoing conversation that needs to be had, as many organizations have come to rely on various social media to stay connected to key audiences.
But how much is too much reliance on social media?
In one of the most poignant speeches on creativity I’ve heard in a long time, Brian Crooks, a seasoned creative director and regional speaker, cautioned a crowd of New Jersey Communications Advertising and Marketing Association members to be careful about two particular things: 1) don’t proclaim anything “dead,” and 2) don’t put all of your eggs into the social media basket.
I tend to agree with Brian’s perspective, where social media should exist as just another medium to be considered. As creative professionals, it’s our challenge to create a plan where a website, traditional printed pieces, public relations and perhaps social media campaign interlock and complement each other in a way that resonates with the target audience. The tactics are a means to an end—a way to achieve the goal—and not necessarily the goal themselves.
CMA creates social media campaigns where it makes sense. Is your target audience on LinkedIn, for example? We won’t direct resources and energy in any area of social media until we are sure it’s the best medium to reach them. It helps to start to dip your toes into the waters of social media yourself, if you haven’t already. For the best information on new social media developments and guides, check out Mashable.com to learn more about social media’s capabilities for business applications. Or give us a call to learn more about the ways we can help you determine the path that’s right for you and your brand.
Jeff Barnhart
President and CEO
jbarnhart@cmasolutions.com
But how much is too much reliance on social media?
In one of the most poignant speeches on creativity I’ve heard in a long time, Brian Crooks, a seasoned creative director and regional speaker, cautioned a crowd of New Jersey Communications Advertising and Marketing Association members to be careful about two particular things: 1) don’t proclaim anything “dead,” and 2) don’t put all of your eggs into the social media basket.
I tend to agree with Brian’s perspective, where social media should exist as just another medium to be considered. As creative professionals, it’s our challenge to create a plan where a website, traditional printed pieces, public relations and perhaps social media campaign interlock and complement each other in a way that resonates with the target audience. The tactics are a means to an end—a way to achieve the goal—and not necessarily the goal themselves.
CMA creates social media campaigns where it makes sense. Is your target audience on LinkedIn, for example? We won’t direct resources and energy in any area of social media until we are sure it’s the best medium to reach them. It helps to start to dip your toes into the waters of social media yourself, if you haven’t already. For the best information on new social media developments and guides, check out Mashable.com to learn more about social media’s capabilities for business applications. Or give us a call to learn more about the ways we can help you determine the path that’s right for you and your brand.
Jeff Barnhart
President and CEO
jbarnhart@cmasolutions.com
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