We choose our weapons based on the objectives. To generate immediate leads, nothing works like direct marketing, on- or offline (preferably both). To build a brand over time, and to reach wide audiences at relatively low cost, advertising is vital — better when it's direct-response. A manufacturer who relies on retail distribution needs sales promotion. Employee communications can use internal mail, email, the Web, video and CD/DVD, live training seminars and motivational meetings of whatever size will meet the objectives.
We believe everyone needs solid identity materials — logo, letterhead, business cards, Web site and probably a basic brochure. It used to be people needed a basic brochure before a Web site, but if we can put a URL in a prospect's hand, we can give him or her much more information, much more cheaply, on the Web.
That said, whatever the discipline or the media, here's what we do specifically:
Strategy.
There's marketing strategy, Internet strategy and finally the message strategy.
Most of the companies we work with have a general idea of who their customers are and what niche they fill, particularly if they've been around awhile. Our job is to translate that market information and their most important business objectives into appropriate communications disciplines and specific media.
Because some online marketing methods are still free, and because 70% of american adults are online, Internet strategy has become the centerpiece of the contemporary marketing plan.
Finally, a message strategy is critical, if only to make sure everyone on the team agrees on what the basic message is. Depending on the level of complexity in discrete marketing materials, we will do one strategy for a whole program or a strategy for each deliverable.
Concept.
A great concept presents one primary benefit in an unexpected way — and is generally not shy. An old boss of Mary's once said it best: You can't bore people into buying your product.
Execution.
Like every other marketing firm you may be considering, we've won creative awards, from Addys and Arrows to the Tulsa Golden Quills.
Unlike every other firm on the planet, we boast a set of the best writers in the Midwest, and we have access to more. We did electronic print production before almost anyone else in St. Louis, and we continue to invest in technology.
In-house we can do several kinds of illustration, Web-quality photography, 3D modeling, and original photocomposites; we make extensive use of the Internet to communicate with clients and do research;we also engineer digital sound for presentations.
Production.
We produce everything ourselves, in-house, with the exception of printing in quantities greater than 30; back-end database and e-commerce programming; studio photography; music; radio and television and broadcast-quality film and video.
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Donald L. Schlapprizzi, PC (proposed)