How to Market Your Company

Here are some key tidbits for you to know when it comes to judging
the advertising that you are doing or when creating new advertisement:

1. WHAT IS YOUR UNIQUE SELLING PROPOSITION?
One of the most important, basic key factors you need to identify with any product, service or destination that you are advertising is what makes you unique. Once this is identified ALL marketing materials need to answer the question... does this communicate my unique selling proposition?

2. CONSISTENCY IS KEY - In order to claim your rightful brand position there needs to be complete consistency. Not only in the messaging, colors, fonts, and style, but in the media. You cannot do something once and expect an enormous response. It must be communicated in all touch points of the sales cycle. We call it 7 times a charm!

3. ASK FOR THE ORDER - In this economy you need to get the most out of your marketing dollars so don't be shy. Now is the time to be direct. That means direct the target audience into the response you want. Best results occur when orders are incentivized.

4. KNOW YOUR COMPETITION - Researching your competition and watching what they are doing is tremendous knowledge. The more information you have on best practices the better your advertising will be.

Article by Lisa Mirabile CEO/President Vertigo Media Group

Vertigo New York is named design firm for Daze Products, Inc.

Vertigo Media Group was named as agency of record for Daze Products, Inc. today November 2. Daze products specializes in the manufacturing of "The Game Chamber"; an in-genius device developed by Michael Rosenberg, President of Daze Products,Inc., to prevent the loss of Nintendo DS Games. This device is being sold in Walmarts and Toys-R-Us stores through-out the nation. It was most recently named by Toys-R-Us as their number 1 seller.

The basic functionality of the device is simple. "Lock It or Lose It".

The Game Chamber holds 8 games. Your child can not take out more than one game at a time and must replace the one already removed before taking out any additional games or it will remain locked." Anyone with kids knows how expensive these games are and how often they loose them. "I found 4 of them stuffed inside the back seat of my car after a road trip I had taken with the kids," says Lisa Mirabile, President of Vertigo Media Group.

Michael Rosenberg came to Vertigo New York because the products packaging suffers from 2 major flaws. Although sales have been good they could always be better. The packaging really needs to pop-off the shelf, said Michael Rosenberg, when the consumer walks by it just lacks the visual appeal that could make someone want to stop and take a look.

Vertigo Media Group is confident that through the development of strong messaging and exciting packaging we can make a positive impact on sales, hence paving the way for more capital and future products.

Recessions and Advertising

Research Findings:
Recessions and Advertising

It Pays to Advertise – Recession as a Window of Opportunity:
Maintaining or increasing advertising during a recession leads to increased sales both during and after the recession in comparison with competitors who cut advertising. Maintaining or increasing advertising during a recession results in greater marketshare and share of voice, both during the recession (as competitors advertise less) as well as after the recession ends due to increased brand strength and consistency of exposure. Recessions tend to be brief (average 10 months), mild and are always cyclical. Importance of viewing advertising as an investment, not an expense.

Examples:
Roland S. Vaile tracked 200 companies through the recession of 1923, and in 1927 he published his findings in the Harvard Business Review, reporting that companies that advertised the most, fared the best both during and after the recession – they saw increased sales in comparison with companies that reduced their advertising. (Harvard Business Review, April 1927)

During the 1930s Kellogg continued their advertising and Post did not. This contributed to Kellogg’s domination (over Post) throughout the 5 decades following the recession. (Electronic Media report, 4/16/2001)

During a recession in the mid-1970s Chevrolet abandoned their previous fixed-percentage ad budget and increased their advertising (showcasing their fuel efficient models). During the same period in order to combat the recession Ford cut their advertising budget by 14%. This resulted in Chevy increasing their marketshare by 2%. (Electronic Media report, 4/16/2001)

During the 1980-81 recession, companies that maintained or increased their advertising saw sales increase by 275% by 1985. Comparatively, companies that cut their advertising during the recession only increased their sales by 19% in the same 5 year period. (Associated Press report, 3/18/1992)

A MarketSense study of the recession of 1989-91 shows that Jif Peanut Butter and Kraft Salad Dressing increased their advertising and saw sales growth of 57% and 70%, respectively. (The Ed Clark Company, 11/15/2001)

Importance of Innovation and Shifting Brand Message during a recession:
Value and quality are more prized – people want to get more for their money. Customer service and personal relationships become more valuable. Brands that resonate with the consumer’s current mentality are rewarded.

Examples:
a. In the recession of 1973-75 Quaker Oats shifted their message and presented grain products as a cheap form of essential protein. This resulted in reversing the long declining sales of oats, grits and cornmeal.

b. Ziploc shifted their message during a recession to emphasize their air-tight seal, which preserves leftovers efficiently, at a time when food prices are high.

c. Frequent Flyer programs – during a recession in the late1970s airlines began creating new ways to reward their loyal customers, giving them more value, or bang for their buck. As a result, American Airlines launched AAdvantage in 1981 as the first frequent flyer program in the United States. ( http://www.frequentflier.com/about.htm" www.frequentflier.com/about.htm)

During economic recessions Mercedes has “stepped away from the deal-of-the-month mentality to stress value above all else. When the market does get slower, we’ve found that position will carry us much further than the more traditional subsidy position of our competitors” explains Ken Enders, VP Marketing at Mercedes. (AdvertisingAge, 2/19/2001)

Small Ways to Maximize Impact and build brand strength in a recession:
Word of Mouth Marketing – cost efficient and extremely effective Sponsorship – efficient way to reach target audience/limit extraneous efforts and cost Excellence in Service Viewing staff and team members as your number one unlimited resource Step out of comfort zones – innovate and adapt

Article by Lisa Mirabile CEO/President Vertigo Media Group