Marketing Communications

There are three main uses for communications: brand awareness, retention and lead generation.  Again, these should be part of a greater plan, and each component (printed and electronic collateral, web sites, direct mail and email, telemarketing, trade shows, database marketing, billboards, radio, TV, etc.) should have specific target objections–ideally ones that are measurable.

Great collateral typically neither begins a sales cycle nor closes one.  I have watched too many companies spend so much money creating collateral that was either never used, or not effective.  The key is to begin with a collateral plan that clearly addresses the target audience, methods of use (distribution), and has specific measurable objectives—be it member retention, adding credibility, or product education and sales.

I can help you focus your efforts, make sure your communications plans are tied to an effective strategy and implementation plan, and provide guidance and processes that will maximize effectiveness.

©2003 William S. Weil.  All rights reserved.