WHAT IS "CHANNEL MARKETING,"
AND HOW EASY IS IT TO DO?

That's a big question. A marketing channel is a particular method you use in your marketing efforts. Channel Marketing is the sum total of the channels you use.

There are numerous marketing channels which are available to you. If you send an e-mail to a customer, that's a marketing channel. A meeting with your sales staff, printed sales materials, corporate branding, PowerPoint presentations, annual reports, letters to investors, inter and intra-office communications -- all marketing channels.

Consider the many methods you use to grow your business. They can all be optimized, channel by channel. New channels can be developed. Some of them are incredibly EASY and cost-effective to implement.

How effective are the marketing messages on your web site? For the most part, a web site can be updated at a moment's notice. These days, web presence should be mandatory and one of your primary marketing tools. It's an easily upgradeable credibility-builder which leads people to contact you. If your communications are lacking, ask others to critique your site and give you ideas for improvement.

Submitting press releases about exciting new developments at your company is easier than ever. There are numerous online sources which can help you write and submit them.

Are all your salespeople on the same page when it comes to customers' frequently asked questions and handling common sales objections? Can they stand improvement? Find out crucial successes and failures from your sales team, and create a series of talking points for your next meeting. Get everyone on the same page for increased success.

Maybe something as simple as placing an ad on craigslist.com (they're FREE!) can boost sales opportunities. Whatever can drive people to contact you and show interest in your products is a channel you should be considering.

Again, everything you do concerning your business has marketing potential which can be structured and refined -- often for very little cost and effort -- sometimes, with surprising returns.

Fine tune and get the right messages running through your company and to your customers. The possibilities are endless!

A DELICATE, FEMININE PRODUCT
GOES SUPER-MACHO AND
INCREASES SALES BY OVER 3000%

You'll probably never see the Victoria's Secret brand switch to something like a "Ford Tough," appeal. However, back in the 1950s a brilliant advertising agency rebranded a failed women's product and unleashed a whirlwind of revenues for one company -- bringing them to market dominance.

We're talking about the Marlboro cigarette campaign. Mind you, this article is not at all an endorsement for cigarettes. It's a valuable lesson in the awesome power of branding.

During the 1920s while smoking was all the rage (while the vast majority of smokers used non-filtered cigarettes...particularly men), Philip Morris introduced a filter-tipped cigarette for women with the tag line, "Mild as May." The brand went through tough times against heavy competition from the non-filtered brands and only 4 other filtered brands. Eventually, Marlboro faltered and was taken off the market in the 1930s.

Awareness about the dangers of smoking crept up in the 1950s. While "real men" became concerned with cancer and were looking for a decreased-risk habit, in came Philip Morris to reap the benefits. In 1954 Philip Morris used the opportunity to rebrand Marlboros as a "real man's" smoke using a series of macho men in their ads (known as the Tattoed Man campaign). 1955's $5 billion in sales was a 3,241% jump from 1954. In 1957, they introduced the iconic Marlboro Man. 1957 saw $20 billion in sales.

By 1972, the nearly-failed Marlboro became the #1 cigarette brand in the world and maintains market dominance till this day.

Though the product and methods to push it into our lives is questionable, the marketing was brilliant: A failed women's brand goes heavy on testosterone messaging and takes the number one market spot. Pure marketing.

To view a PDF article about
Philip Morris' Marlboro Man
(from feminine to macho campaign) ,
click here:
Marlboro PDF

760 AREA CODE - THE FINAL DECISION

The CPUC has reversed their decision to split the 760 area code and opted for an overlay plan. This will save businesses untold amounts of additional expense.

But now, something weird is going to happen. Some time prior to May 2009, a new area code (442) will go into effect in north San Diego County. Any new number allocations will have this area code. When dialing a 442 number from a 760 area code, it will eventually be necessary to dial the 442 area code even...

if you're calling someone across the street.

For a direct link to the CPUC web page relating to this matter: CLICK HERE.

On May 2, 2009 permissive dialing begins.
October 24, 2009 mandatory dialing begins.
November 21, 2009 442 area code becomes effective.

CURRENT PROJECT HIGHLIGHT

Corporate Identity for
Synergy Promos
Promotional products and printed materials

Synergy Promos is an established specialty item and printing company. This logo is part of a branding effort which will be launched in the month of November.

We chose a dynamic treatment, with bold colors and a modern lettering style to emphasize the basic philosophy of the company. This philosophy stands for excitement generated through the use of Synergy's marketing support products in achieving increased market recognition for their clients.

Key Advertising developed the customized "S" in the logo, providing it with bold movement. It was designed to be separated from the rest of the logo and placed on Synergy's own specialty items to begin establishing immediate brand recognition.

Through repetition and regular marketing efforts, the Synergy mark will become increasingly familiar. Once customers decide that they have a need, the continuing branding effort will cue them to respond when they are ready.

For promotional products, contact Synergy Promos: (760) 977-8812