|
Looking
for a firm to handle marketing and sales for telecom and cable? 
Robyn Sachs has headed RMR
& Associates since 1987. As the owner of the top marketing firms for telecom
andd cable , she fully understands that
gaining awareness demands a higher order of creativity. But we also
know your marketing design firm in Maryland must get you
results. So we build accountability into every client's program. Because
we're not just another marketing design firm in Maryland.
We realize that all of your marketing design
firm's efforts must be measurably productive.
Robyn Sachs, President of RMR
& Associates, the leading woman-owned marketing firm for telecom
and cable, located in the Washington DC metro area, says: If
you're looking for marketing and sales for telecom and cable ,
no one will work harder for you to achieve the results you want than we
will. And we have the results to prove it!
Says Sachs: Let me explain a little more about the
way this firm works when it comes to marketing and sales in telecom
and cable, and why you should go with
RMR. The following real life history is a great example.
How to Use Marketing to
Add Value to Your Company.
Windows of opportunity are fleeting. Once-in-a-lifetime
opportunities are even more elusive. When InSoft challenged AT&T for a
bite of the desktop video conferencing market, effective marketing had not
only positioned InSoft products as industry leaders, it had positioned the
company as a leader.
Thanks to product and corporate positioning campaigns
conducted by RMR & Associates, InSoft garnered press coverage in the
Wall Street Journal, Forbes, and other premier media outlets, gaining the
attention of Web browser giant Netscape. After the dust settled, Netscape
had purchased the $7 million InSoft for 23 times earnings -- an astounding
$161 million.
Such serendipitous financial gain doesn't happen every day,
but when it does, you can bet effective marketing played a key role, as it
did with InSoft, preparing them to meet the opportunity.
 RMR defines marketing as the business of attracting,
converting and keeping customers. When people think about marketing they
automatically imagine advertising, public relations or direct mail. But
all of that is not marketing -- it's merely the vehicles we use to drive
home the marketing. Marketing is a strategy.
Marketing is actually a strategy spelled out in a written
plan – a plan that you are committed to consistently investing in for at
least one year. You need to look at your program as an investment that
pays off over time. After a year you will start to see a positive
correlation between your commitment and your investment. You must remember
"the rule of seven" when developing a marketing strategy. This rule says
that it takes seven consistent impressions over 12 months for consumers to
recognize your message. Frequency over time is the equation that
multiplies marketing results. Commitment to investing in both is what
separates the winners from the losers.
Once committed to creating a year-long marketing plan, make
sure you cover the following key points:
- Market segment of interest. Is
your market the general consumer? Is it a business or industry that
serves the consumer? What portion of the product line are you going
after? What is your niche?
- Market segment's size and customer population. Who
are your potential buyers? How many of them are there? If they are
actual consumers, identify them in terms of age, sex, income, geography,
ethnicity and as many other demographic segments as possible. If your
market is a business or industry that serves consumers, identify them in
terms of company size, geography, share of market, reputation,
etc.
- Identify important competitors and discover their
strengths and weaknesses. Who are your main competitors? Prioritize
them. Research their strengths and weaknesses by reading industry
publications, visiting their Web sites, following newsgroup postings,
utilizing mystery shoppers, talking to former employees or conducting
focus groups with competitors' current customers.
- Establish a market share goal that will provide a
commanding position. You want a commanding position because you are
better off being a big fish in a small pond, than trying to be a small
fish in a big pond. Big mistakes are seen every day in marketing plans
by people trying to bite off a larger segment than they can afford to
dominate.
- Describe how the product will be differentiated,
positioned, promoted, priced, supported and serviced. Your marketing
design agency can help you establish many of these aspects that
will become the key selling points of your marketing message.
- Estimate your costs and establish a budget.
Remember, properly done, your marketing plan will be an investment that
pays off far more than the expense of your budget. It is far better to
have a lean 10 to 20 page marketing plan that is used and updated every
three months, than to possess a 200 page document that gathers dust on
some shelf.
- Sell the steak's sizzle. If you
don't get your marketing plan right, anything that marketing
design does later will be like placing a Band-Aid on a puncture
wound. It just won't help. Marketing design is the end product
of a well thought-out plan based on a well defined market need, in a
well defined market segment.
Of course this is not everything there
is to know about Marketing design Firm in Maryland. Call Robyn today at (301) 217-0009
x20 or email us below and tell us what you're working on. We'll
let you know how we can help!
|