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MAY, 2009
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Dear Friends:
Several people have asked why we haven’t sent a Beach newsletter recently.
First, we are flattered by the interest. Second, we haven’t been blowing our own horn because we’ve been busy with client work and growing our marketing IQ.
And yet, we know that in times like these, you are likely to benefit from fresh ideas more than ever before.
We hope something presented here stimulates
a new business idea for you.
How else might we help you today? Through a
discussion? As a conduit to resources? Just let
We’d be glad to help.
Warm regards,
TOM SZCZEPANSKI
Michigan is Best!
You probably haven’t read that headline too many times recently. But interestingly, Michigan is one of the few states which has never had a FEMA-rated natural disaster.
Why is that relevant to a marketing company?
Severe weather problems can cause prolonged periods of computer system downtime. These include earthquakes in the West, hurricanes and severe flooding along the Gulf Coast, severe snow and ice storms in the Northeast, tornadoes in the Midwest, and wild fires in the West.
As much of our work is technology-enabled (websites and applications, search engine marketing, e-commerce, social networks, and e-newsletters), we recently built a state of the art data center – Liberty Center One. And we built it in Michigan.
Beyond hosting our own work, we also service customers ranging from General Motors critical applications to dozens
of mom-and-pop websites.
For more information on Liberty Center One, click here.
And so, in that spirit, following is information on: |
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Beach-ism #12:
A series of small yeses is
a good path to a big yes
In previous newsletters, we have presented several Beach-isms – truths about marketing that we hold to be self-evident. Previous topics have been:
- Above all else, impact behavior.
- Technology is NOT a marketing solution. It can be a great enabler
to a solution.
- Take care of the people taking care of your customers.
- Modest budgets should not be met with modest minds.
We now present: ”A series of small yeses
is a good path to a big yes”.
The temptation with many marketing programs is to go straight to the close – get the order, sell the product NOW. And the temptation is particularly great when times are tough and revenue is needed now.
In our experience, a series of small yeses
is a better path. Identify the real decision makers. Provide smaller bites of relevant information. Provide small incentives.
Allow the buyer to self-identify their interest.
The process doesn’t have to be slow or costly. In fact, technology enables the process to move along efficiently. But do consider the process – and walk your prospects down that path. The results will
be worth the investment.
To view more Beachisms, click here.
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Oh No, Your Dad is on Facebook!
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That was the response of several of my daughters’ friends when
they saw that I publicly joined the crowd on Facebook. But fact is, our company has been using MySpace, Facebook, YouTube and a variety of other social network sites for The Detroit Medical Center
and other clients for some time.
And, these social networks are impacting everyone and everything.
A recent Advertising Age article presented the following realization – “Yup, Mom and all her friends are on Facebook… The once-exclusive club of the young (is) completely infiltrated by colleagues, bosses, neighbors and others.”
If you would like to see our presentation on this topic, let us know by clicking here for more information,
New Clients Hit the Beach
Since our last communication, Beach has begun working with two new clients - Financial Executives International (FEI) and iConnect.
FEI is the premier association for CFOs and other senior financial executives. If you haven’t heard of them, you’re not alone. And that’s the marketing problem. We are working with FEI to raise their profile in the Detroit area through print and online advertising, public relations, events / alliances, and other member retention activities.
iConnect provides easy, cost-effective solutions to exchange electronic documents among trading partners - irrespective of data format, technology or system language. We are building a brand strategy for iConnect that will be delivered through a revamped website, search engine marketing, social network activity, and sales promotion.
Both of these organizations share our entrepreneurial spirit. We are glad to be working with them.
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