Last week, MSCO signed on not one, not two, but three new clients. Here’s a breakdown:
1. Executive search firm Odyssey Search Associates has engaged MSCO to rebrand and reintroduce them to the private banking industry. We plan to redevelop their website, manage their social media and reach out to decision makers on their behave through direct mail and trade conferences. Have a look at the new brand here.
2. Conferencing For Less will work with MSCO to create a campaign targeting law offices, the clients in most need of their services. CFL’s expertise in servicing law firms and their ability to offer law firms a simple client billing system set them apart from any competitor. We even hint that law firms can turn their client conference calls into profit centers.
3. The Law Offices of John Amorison will be executing a bankruptcy targeted campaign with the help of MSCO. Our objective will be to build and promote the firm as an expert in bankruptcy law and educate the public on the strategic use of the bankruptcy laws in order to protect and benefit them.Read More
December 30 / 2010By Mark StevensAdvertising, Blogs Featuring Mark, Books, Branding, Business, Business Dispatch 101, Celebrity Branding, Direct Mail, E-Mail Marketing, Entrepreneur, Management, Marketing, Marvelous Marketing, Million $$ Marketing Mistakes, Million $$ Marketing Mistakes, News, Online Marketing, Over the LINE, Public Relations, Sales, Small Business, Unconventional Thinking0 comments
Sometimes, the power of marketing is a curse. A plague. A near sin.
Why do I say that?
Can you say the words “Harry Reid?”Read More
December 22 / 2010By Mark StevensAdvertising, Blogs Featuring Mark, Books, Branding, Business, Business Dispatch 101, Celebrity Branding, Direct Mail, E-Mail Marketing, Entrepreneur, Management, Marketing, Marvelous Marketing, Million $$ Marketing Mistakes, Million $$ Marketing Mistakes, News, Online Marketing, Over the LINE, Public Relations, Sales, SEO, Small Business, The Z-List; The Best Blogs You've Never Read, Unconventional Thinking3 comments
There is one perfect person in the world. At least that’s the way Ms. Oprah Winfrey sees it every time she looks in the mirror.
What she may not know is that zillions of us are so overdosed on her that the situation is becoming toxic. Perhaps fatal.
I know, I know, Ms. Oprah is a talented woman, a world-class entrepreneur. But she always positions herself as angelic, saintly, a kingmaker, an all knowing, and all encompassing model of perfection.
I wonder if she knows of Ludwig Mies van de Rohe, the iconic architect best known for the minimalist “less is more” style and philosophy. If Winfrey is familiar with Mies, she clearly does not ascribe to his world view. When it comes to Oprah, Ms. Perfect believes that more is clearly more. That our lives are surely incomplete unless we are constantly bombarded by her image, her message, her uber worldly magnificence.
This article was originally published in the MSCO Newsletter Unconventional Thinking in March of 2005. We have reprinted it here along with other newsletter articles by popular demand and to make it available to our blog recipients.
1. Advertising and marketing are the same.
To hell, they are. Advertising means buying space or time to relay a message. It can be important to marketing or irrelevant, depending on the company and its goals. We told one of our retail clients to stop advertising and sales went up.
2. The best marketing presents a company and/or its products as beautiful or creative or sexy.
Who says? I’ll tell you: the ego driven creators of beautiful/creative and sexy marketing. What they won’t tell you is that they don’t care a whit about your company’s Return on Investment from its marketing dollars. They just want to be told what creative geniuses they are. Sometimes the least “creative” marketing is the most effective. Wal-Mart’s marketing will never win a prize for aesthetics but it has built the best brand in the world.
3. Salespeople aren’t really part of the marketing process.
Nonsense. They are the centerpieces. Yes, there is a difference between selling and marketing, but if the marketing process leads to a sales team empowered to close, and the salespeople are not closers, sales will be few and far between.
4. With the right training, you can turn non-closers into closers.
Forgetaboutit! You can’t train non-salespeople to sell and you can’t stop salespeople from selling. Find the latter and pay them well.
5. Great marketing agencies are the ones that win lots of awards. So choose them.
Okay, if you want to borrow awards to place on your mantel then do so. But if you want sales to grow, go for the award-less agencies that live by the credo: the best marketing is the product of the least expense that results in the highest ROI. My marketing firm, MSCO, Inc., has won a few awards, I am embarrassed to say. The only one I am proud of, we received from Forbes for creating an ad that motivated more readers to act than any other ad.
6. Good marketing is based on rules.
You should spend x percent of your revenues on marketing. Great direct mail generates an x percent response rate. Hogwash to it all. Every company, every product and service is different: so how can there be universal rules? Rules are for schools. Results are for business people! If you are told that the best return you can get on direct mail is 1 percent, seek to generate 10 percent! Great marketing, inspired marketing, can be the most powerful force in growing companies large and small. The great marketers – Bill Gates, Mary Kaye, Tom Watson, Ray Krock, Sam Walton – avoided the myths, avoided marketing that sucks and drove their companies to the mount. You can do the same.