The Scoop @ MSCO

Stevan Lynn Featured on Geraldo Rivera Show

MSCO Client Stevan Lynn, founder of Deeds Driven Dads and director of the Fatherhood Training Center in the Bronx, contributed his unique perspective to the ongoing debate about the role of the family in society last week during an appearance on the Geraldo Rivera radio show on WABC. 

An outspoken critic of fathers abandoning families, Geraldo Rivera has long been condemning fathers who shirk their responsibilities and pointing to their absence in the home as one of the primary reasons families fall apart and children grow into less savory members of society. This is what made Stevan such a good guest to have on the show, as his Fatherhood Training Center seeks to bring dads back into the family through deeds, not words.

Audio clip from the show

To listen to the full episode, visit Geraldo’s radio show website. Again, the date of the show was 3/13/15. And for more on Stevan and the important work he’s doing in the South Bronx, you can visit his website as well. Read More

Help Us Welcome Our Newest Team Member!

Yesterday, our team celebrated St. Patrick’s Day by wearing green and eating my delicious grasshopper cookies.

MSCO Team Wearing Green

Happy St. Patrick’s Day from MSCO! From left to right: Patrick, Jade, and Tommy

But Saint Patrick isn’t the only Patrick we’ve been celebrating recently. Our newest graphic designer, Patrick Johnson has been with us since the beginning of March. Even though he’s only been here for a couple weeks, he’s already making a name for himself. He’s taken the lead on multiple new clients and has delivered a lot of great work. From fantastic website designs to outstanding new logos, he’s certainly living up to our expectations.

Patrick graduated from Western Connecticut State University with a Bachelors degree in graphic design. This is where he developed the skills needed to succeed in this fast paced and ever-changing environment known as the marketing/advertising industry.

Beyond his schooling, he’s also had years of professional experience as a graphic designer. With work for established companies as well as freelance jobs, he’s no stranger to the pressure of meeting a client’s demands. Just before joining our team, he was a Graphic Designer/Illustrator for Whole Foods Market. There, he had a hand in everything from creating in store graphics to doing their notorious chalkboard drawings.

Outside of the office, Patrick is just as interesting. He can often be found hiking and exploring the beautiful Hudson Valley. He’s also very passionate about music. He aims to see as much live music as his brain (and wallet, for that matter) can handle.

We’re excited to watch Patrick grow with the MSCO family and can’t wait to see everything that he can accomplish.

Connect with Patrick on LinkedIn.

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What Does It Take to Be a Marketing Consultant?

This could be you, our next marketing consultant!
So I return from my two month hiatus with some good news. MSCO is absolutely booming as a Westchester marketing consultant. As you’ve seen from Jade’s frequent client updates, we’ve taken on dozens of new clients in the new year, which is good for any business. Furthermore, our clients themselves are growing at an accelerated rate. (I wager that has something to do with our marketing consulting services.) In short, MSCO and our clients are growing exponentially.

For MSCO, with growth comes the need for new talented marketing professionals to help manage day to day client services. We’ve interviewed dozens of candidates for the positions available here and so far brought on some very good talent. Still, we need more help and we’ve been encouraging applicants everywhere we can.

Of course, not just anyone can join our team of marketing consultants. We look for specific characteristics that in our experience equate to success in this role. Here are five of those traits with a brief explanation as to why they’re important to us when looking for a new marketing consultant.

Marketing Consultant Trait #1: Problem Solving

First and foremost, you have to solve problems. It’s what it means to be a marketing consultant. Clients come to us because they have a problem generating revenue with their current business. It’s up to us to analyze everything going on in that business and make recommendations about what they can do differently to improve sales. 

To me, it’s sort of like a game of detective. A client comes to us and presents the situation. We dig around for clues by asking prodding questions until we have enough to formulate a strategy. That strategy then informs our plan of action as we work to grow the business. Rinse and repeat dozens if not hundreds of times a year.

It isn’t always as easy as it sounds. Fully assessing the problem involves multiple conversations, visits to the retail location (if they have one) secret shopping, competitive analysis, interviews with customers, digital research and much, much more. And that’s just to get to the problem. Once you identify it, then comes the hard part.

Marketing Consultant Trait #2: Creativity

It’s not just identifying the problem; it’s suggesting creative solutions. Every client has different challenges. A marketing consultant not only needs to think of solutions but also come up with creative ways to overcome challenges. It’s great to build a growth strategy around a multimillion dollar advertising budget, but if the client only has $5 to their name, what good is that going to do you?

MSCO Brand Marketing Consultants find a way to grow the business with whatever tools they have in their toolbox. We like to call it “asymmetrical thinking,” where we think of the promotion you wouldn’t expect but makes perfect sense. A lot of times, it’s something as simple and affordable as a strategic partnership, like bringing Teams of Distinction to the attention of the Society of Human Resource Management. It can also be identifying new markets for products, like promoting Hebrew learning classes to evangelical Christians who want to better understand scripture. That’s the creative thinking that yields results.

Marketing Consultant Trait #3: Attention to Detail

Creativity in itself isn’t always a good thing, though. You have to pair that with a laser focus on the details to bring those high-flying ideas down to Earth. 

How exactly are you going to execute that gigantic idea anyway? What is the process? How about a timeline? What work is expected with each step? Who needs to be brought in? What do we think the results will be? These and many more questions need to be answered in excruciating detail in order to pull off a successful marketing campaign. And along the way, keep checking and rechecking for errors and loopholes that could prove costly.

Everyone makes mistakes. I still remember the first (and thankfully only) time I misplaced a decimal on an ad budget spreadsheet. But a successful marketing consultant at MSCO needs to limit those mistakes by looking over everything with an eagle eye. That means double and triple checking each deliverable, strategy, message and website, really everything to which we attach our name. It’s bad enough if the client notices. It’s even worse if they don’t and it gets to the public. Simple typos can waste hundreds of thousands of dollars. And to show you how difficult this can be sometimes, let’s play a game:

Do you notice anything unusuaI about this sentence? Then you may be the person we’re looking for. Excuse me, I mean, “the person for which we’re looking.”

Marketing Consultant Trait #4: Energy

This is a fast paced industry, without a doubt. Not everyone can keep up with client demands, media schedules and internal pressures. It takes someone with superior time management skills and an unlimited motor to make things happen in our office. 

There’s a lot to do every day. Our unique model brings new clients in regularly each week. With that, you have to learn, adapt and execute quickly for each one. Move from branding to digital marketing to advertising to website copy in the blink of an eye. The sheer volume of everything is enough to overwhelm even the most seasoned account director. 

There really is no rigid structure or formula for being a marketing consultant. It takes sheer energy and will to make greatness happen. Which is why the next point is so important as well.

Marketing Consultant Trait #5: Dedication

Doing all of the above is great, but to really be a strong candidate for the MSCO team, you have to be dedicated to making clients succeed. Going above and beyond is critical to success in some instances. 

I’ll take an example from my own client roster. In our work for MARS Drinks, we needed to run sampling events in high traffic areas around New York City. This included office buildings, commuter piers and more. (We even floated the idea of sampling in Grand Central. How’s that for creative?) But who would run the events on the day of each? Who would manage setup and breakdown and transport the samples to the locations each time? Their marketing consultant, of course.

I must have schlepped that coffee all over Manhattan, nearly earning several parking citations in the process. I set up and broke down each event and instructed our brand ambassadors on the finer points of the coffee. There’s nothing about event setup in my job description. But you know what? It had to be done. And I wanted to make this campaign work. So what was the result of the campaign? We overshot our lead goal by 10x.

In short, dedication is the X factor that pays off.

No, a new marketing consultant probably isn’t going to start off with a client like MARS out of the gate, but at MSCO there’s always room to grow. That’s part of the advantage of working with a small, flexible team; new opportunities to challenge yourself come along every day. And someone that possesses these five characteristics can go far quickly.

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Marketing Firm Services to Help New Clients

We’re excited to offer our marketing firm services to another group of new clients. This week, the MSCO client family has expanded yet again!

Read Hebrew Now, a program used by anyone looking to learn how to speak or read Hebrew, has come to us for guidance. We’ll help with branding and social and public relations, among other things. The program seems so fun and easy to use that we’re all excited to learn a little Hebrew!

Landscape Impressions, a landscaping and snow removal company, has also turned to us for our expert marketing firm services. They do everything from the landscape design to the installation and construction work to the maintenance upkeep. During the off season, they take care of your snow removal needs.

We met with the Garvey Tirelli & Cushner law firm and discussed various ways we could help their Westchester law firm. With offices located in White Plains, there’s a lot that we can do locally for this client. Covering a wide range of law, from bankruptcy to consumer rights and wills, we’re excited to help this law firm take their offerings to the next level.

The professionals at Admiral Real Estate also sought our marketing firm services out. After discussing their current standings and future goals, we have begun to develop a plan to help transform them into the area’s leading real estate services. With almost twenty years in the field, they certainly know what they’re doing. With our help, they’ll soon have branding that reflects their expertise.

Another interesting client, Mandolin Brothers, has official started working with the MSCO team. For over 40 years now, they have become the go-to spot for all of your mandolin needs – from buying an instrument to learning about them, they’ve got you covered.

Keep checking back for more updates on these and future clients as well as our existing clients.

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TV And Radio Advertising for TF Andrew

Assisting with TV and radio advertising for one of our clients is exciting for all of us on the team here at MSCO. Our client, TF Andrew, a tri-state leader in luxury flooring options for over 30 years, is launching a major cable network television campaign. This campaign is running in conjunction with Carpet One retailers. They are offering huge discounts on popular brands with their enticing Don’t Do It Yourself sale. Check out the fun spot on our YouTube channel here.

Cablevision and Verizon FiOS customers in Westchester County should keep an eye out for the spot over the next few weeks. The commercial will air on USA, HGTV, Comedy Central, AMC, CNN and News 12, among other networks.

And if that isn’t big enough news for you, they’re also launching a new radio campaign this month. By utilizing both TV and radio advertising, they’re sure to see some major results in the upcoming weeks. MSCO will, of course, be there to help track and analyze all of the leads that come from all of our TV and radio advertising efforts.

This will be TF Andrew’s very first time working with 100.7 WHUD, the Hudson Valley’s leading radio station. We are all anxious to see how well TF performs on this station. This month’s commercials will be focusing on the Don’t Do It Yourself campaign, as seen in the commercial above. Next month, the focus will shift to a home improvement contest that we’re working on. We’ll keep you updated on the details for that as they develop. Head over to TF Andrew’s blog to listed to this month’s radio spot, and let us know what you think in the comments below!

We absolutely love seeing our clients succeed. It’s times like this, when we’re simultaneously working on both TV and radio advertising for one of our clients, that we know we’re making a difference to their business.

For more information on TF Andrew, click through to their website. Check back here for updates on all of our clients.

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