What are you doing today to ensure your business thrives as the economy heals? Are you planning for success or just reacting to the economy?  In order to sustain your business and plan for future success, you need to continually evaluate and improve your business.

Marketing is often the first aspect of the budget to get cut during tough economic times, but in reality it should be the last.  Marketing and advertising has the power to keep your company visible and capture the consumers that are spending during the recession.  Effective resource allocation is the key to supporting marketing efforts as you face challenges in budgeting.  By redirecting the way your resources are leveraged against your goals and objectives, you can create a strategy that reaches key customers with the right medium and messages.  

To start developing a strategy, you must reexamine who your customer is and how they have changed through economic challenges.  What is valuable to them now?  How have the changed the way they budget and make spending decisions?  Are there secondary and tertiary markets that have emerged as consumer values and habits have changed?  These questions will help you position your company in a way that is relevant to these consumers.

Once you understand your consumer and the way they make decisions about products, you can identify the mediums that they rely on for information and target these mediums with clear, consistent messages about the value your company provides.  Having a strategy for your media mix and messaging allows the budget you do have to work more effectively.

By continuously promoting your business today, not only are you capturing available market share, you are also positioning your company for success in the future.  The market is turning.  Are you ready?  Contact us to discuss how to prepare for your future marketing strategies.

The effectiveness of a marketing program is influenced by many factors, often most heavily by the resources available to be invested.  When companies face budgeting decisions, the advertising and marketing budget is often reduced or cut altogether.  What these companies fail to realize is many alternatives exist for adapting strategies to fall within budget restraints.

One of the best ways to maximize the return on investment is to utilize an integrated marketing program.  This type of strategy streamlines the marketing strategy, and allows management time to be reduced, initiatives to be quickly adjusted in accordance with measured results and produces consist, reinforced messages that touch clients through multiple mediums.  

Consumers rarely rely on one source for information; an integrated marketing program combines commercial marketing messages with public relations and social network marketing to reach consumers in their preferred mediums, and through outlets they trust and rely upon.

With an integrated marketing program, each initiative is designed and executed with the overall goals and objectives of a comprehensive strategy in mind.  As opposed to working independently, messages build on and compliment each other to continuously reach consumers with a strong, consistent message.  This also allows for initiatives to be scaled back or increased as their return is measured against other aspects of the strategy.  Time spent managing campaigns is also reduced as the need for multiple vendors and agencies to communicate is eliminated.  By consolidating marketing practices in this way, companies can ensure the money they do spend on marketing and advertising is working to produce relevant, measurable results. 

At King Media, continually improving and expanding our knowledge is part of our corporate culture.  The more informed we are on current trends, new technology and changes in the market place, the better strategies we can produce for our clients.  Incorporating webinars has allowed us to exchange ideas with other top firms in the industry and discuss what has obtained results for clients. 

Most recently,  King Media participated in a webinar with top national public relations firms Lindhart PR, Warchaski and Peppercom.  During the webinar, we shared case studies on integrated marketing programs and examined how public relations, event marketing and social networks can supplement traditional media such as television, radio and print.  The discussions we had inspired this month’s newsletter, as well as providing insight into new, innovative ways to raise awareness and recognition of our clients’ services and products.

Making industry relevant webinars a part of your business can keep your organization current with industry trends and the practices of competitors, as well as provide inspiration for ways you can improve your daily business practices or suite of services.  It also provides a channel to network with top professionals in your industry and gain possible introductions and referrals.  Utilizing the tools the Internet provides has the potential to present unique opportunities for growth and advancement; make sure you are capitalizing on the resources this technology affords. 

Okemos Allergy Center P.C. is expanding their premier treatment center through the addition of new doctor, Dr. Manoj Mohan, D.O. Dr. Mohan is joining OAC's team of specialists to offer treatment for allergy, asthma and immune disorders.  A native of Okemos, Dr. Mohan is certified by the American Board of Internal Medicine and is board eligible for the American Board of Allergy and Immunology. Dr. Mohan is currently accepting new patients.

Okemos Allergy Center's team of quality physicians and experienced staff is recognized for their comprehensive and personalized allergy and immunological treatment.  Among the care and treatment OAC offers is nasal allergy treatment, asthma evaluation and treatment, allergy testing and treatment, pulmonary function testing, sinusitis treatment, scratch and intradermal skin testing and diagnosis and immunotherapy.

King Media has been OAC's partner in bringing patients exceptional service through website services as well as produced informational materials for their patient base.  King Media designed digital forms that allow patients to register, request appointments, make account payments, request prescription refills and submit feedback to the OAC staff.  By offering these features, OAC has streamlined the management of allergy and immunology treatment for patients.

Also, King Media has developed a comprehensive corporate identity package for the practice to reflect a consistent image that patients can identify with.  With the identity package, King Media designed business cards, stationery, folders for patient directions and announcement cards for OAC's addition of Dr. Mohan, D.O.  King Media will also be updating the website to reflect this refined image, and adding search engine optimization to allow current and new patients to easily find the site.  King Media is proud to be a valued partner to this premier medical organization.

Q:  How do I stand out and get through to consumers with all the other advertising noise in the market place?

A:  One word: STRATEGY.  Many companies take the approach of disseminating mass messages through television, outdoor, radio and the Internet.  Although this may get through to some consumers, posting your logo on a billboard is not enough to drive consumers to purchase your product.

The key to driving sales through advertising is to speak to the right audience.  People do pay attention to advertising, but it only drives them to make a purchase when it is a product or service they are already looking for or interested in.

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