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The Lunacy Of The Great Marketing Hope

A few weeks ago I attended the annual meeting of a well-known national company. This public company undertook a change in management around 9 months earlier, and the new management team was stuck in neutral in their attempts to grow the company. They didn’t want to continue with past marketing initiatives, however deciding not to hire a marketing agency, management tried to do everything in-house. Refusing to rebrand and move forward with a fresh new direction, the company instead hastily produced patchwork campaigns while pulling back on their marketing spend. The result was no growth, disappointing returns and many new…

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What 3 Things Will Make Your Radio Commercial More Effective?

I’ve waxed poetic in multiple blog posts about my undying love for radio. I think the medium is incredibly powerful and is the foundation for a large number of my marketing spends. As effective as radio is as a marketing tool, the medium itself can only do so much. The commercial needs to be as effective as possible to maximize the medium. With that understanding, here are three things that will make your radio commercial as effective as possible. 1. Lose Your Music Bed (Or Change It) A large number of radio commercials have a music bed playing under a…

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What 3 Things Will Make Your TV Commercial More Effective?

You paid a marketing agency a lot of money (in many cases too much money) to create a television campaign for your company. They developed a clever concept, arranged a big production, purchased a multi-station media buy, and made promise after promise about how your business was going to grow exponentially. Sometimes they’re right, boom goes the dynamite and your sales have increased tenfold. More often than not though, the end result is a minor short term increase in sales, followed by a nasty hangover where after the phone rang a bit all you’re ultimately left with is a fancy…

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How Important Is A Good Company Name?

The power of a good company, store or restaurant name is huge. A good name can be the difference between success and failure. The thing is that nobody sets out to name his or her company, store or restaurant poorly, which makes us have to ask what elements make a name good or bad? To find a proper name for your company, store or restaurant we need to understand what it does, what’s its general feel, and what audience are you trying to target. The goal is to stand out, but be loyal to your product/service. What is the image…

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Why Does Your Corporate Image Need To Be Consistent With Who You Truly Are?

You care about your image. How others perceive you is important to everyone. With companies, take the importance of public perception and multiply it by a thousand. Companies spend millions of dollars on marketing to create a corporate identity. We see commercials everyday talking about companies that believe in a positive culture, environmental responsibility or a community built on fairness. We need to understand that even the greatest marketing campaign can be easily destroyed if the company internally doesn’t “practice what they preach”. BP can produce all the environmentally conscience commercials as they ‘d like, but all it takes is…

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