So why does it appear different? Well there are many theories but they all come down to one thing really – it’s a matter of perspective. The main consensus is that when the moon is on the horizon we view it in relation to other things such as buildings and trees – so it looks much bigger than the surrounding objects. But when the moon is at its zenith we have nothing much to compare it to, and as a result it appears much smaller.

In other words it’s all in the way you look at it.

Changing the way you look at something can often lead to whole new areas of innovation and discovery. We get so caught up in our own perspective that it’s often valuable to see things through the eyes and point of view of others.

So ask yourself how you can look at your project or problem from a different point of view? Can you put yourself in someone else’s shoes and see things from their perspective? Your client, your boss, your competitors, your child – anyone but you. Can you break the topic down and focus on the different elements. Can you look at it purely from a budget perspective, a delivery perspective, a sales or design perspective? What would happen if you ignore any of these and look at the problem without any budget constraints, for example? How would that change your perspective and your solution?

At Marketing Associates we have deep experience in looking at challenges in new ways. Put our “different perspective” to work for you.

Of course we’d be delighted to help your make your ideas a reality. Here are 6 creative kick starters.

1. Challenge everything
Don’t accept the first idea or thought that pops into your head. Question it, investigate it, and pull it apart. Ask why? Ask what else? Ask what if? Ask how you can make it better? Ask what’s wrong with it? Ask how you could replace it? Don’t be satisfied until you have scrutinized it, tossed it about, or figured out how to improve it.

2. Have a least one really dumb idea each day
If you don’t have at least one dumb idea a day then you ain’t thinking hard enough. Let’s face it not every idea you have will be brilliant, in fact there will probably be more bad ones than good ones so view it as a numbers game and just keep coming up with ideas. It will help flex your creative muscles. Besides, dumb ideas often open doors to better ones or evolve into masterpieces.

3. Make assumptions
Assumptions are the natural born killers of creative thought. So bring them on and deal with them up front. That way you know what they are. Next time you’re trying to find a new angle or solution to something write down every assumption you can think of. Assume your head off. And then either avoid them, or challenge them.

4. Think like a kid
Be spontaneous and see things as they are, not how others perceive them to be, or how they think they should be seen. Children don’t make as many assumptions as grown-ups and simply see things in different ways. They know how to play, have fun, ask a heap of questions and be uninhibited. So be childlike – not childish.

5. Throw away your best idea
When we have a really good idea we tend to hang onto it. Why? Because good ideas are valuable and so it’s natural to treat them as precious things. But hanging onto an idea stops you thinking of new ones. A different, more precious or valuable idea may only be a thought or two away and you may never see it if you’re clinging onto to another. So next time you have a great idea, get rid of it and think of an alternative. You can always comeback to it but the point is open up the space to explore other alternatives.

6. Work on your problem by not working on your problem.
Let your mind do its thing and stop getting in the way. Too often we ponder and think and plan and hypothesize and don’t get anything done. So when you’ve thought yourself into a stupor just walk away for a while and forget about whatever it is you’re working on. You’ll find it’s like a holiday for the mind and when you return you’ll attack your work with a new vigor and fresh outlook. Besides, your subconscious has an amazing ability to sort things out without any help from you.

1. We can work as an extension of your marketing department or be your entire marketing team.

2. We are professional experts in effective, strategic, creative solutions.

3. We handle all creative work, production and fulfillment so you don’t have too.

4. We always give you the A-team – every project, every time.

5. We stand by our word. We say it, we deliver, always.

6. We offer fair, real value.

7. We view every client as priority #1, and it’s not based on client size or budget.

8. We constantly strive for client results through creative solutions that are on-target, timely and cost-effective.

9. We are business people that first strive to understand your business.

10. We have experience across a wide variety of industry segments that can be applied in new ways for you.

To ensure your business is on track to building referrals, follow these 7 tips: 
7 Sure-Fire Ways to Build Your Referral Business 

1. Set A Target: In business, measure the results to improve performance. Set a clear goal with a time line. Example, 10% increase in referral business over the next 10 weeks. 

2. Timing: Conventional sales wisdom claims the best time to ask for the referral is immediately after you’ve closed another sale. This tactic is far too aggressive. Give your clients time to experience your service or product before asking for a referral. Ask for the referral only when your client is already delighted with your business.
 
3. Top 20: Not all customers are referral candidates. Find the top 20% that are ecstatic about your business and ask them for referrals. Make sure they’re aware within their network the type of client you’re seeking. 

4. Give and You’ll Receive: Give your clients extra service and follow-up support and then ask for referrals. When you give willingly to your clients, they will return the favor. 

5. Type of Customer: Inform your referring clients of the type of customers you can help. Provide a clear picture of the customer demographics will help your referral marketing. 

6. Rewards Program: Provide special rewards to your referring customers on a regular basis. If a customer provides you with sales, provide them with something special, e.g. discounts. 

7. Thank-You: Send a personalized thank you for each referral you receive. 
Treat your referral sources with the utmost of care and you will not only build a foundation of trust but keep your “sales funnel” full.
Do you know a business executive that may benefit from the integrated services of Marketing Associates? 

Let us hear from you. Or pass along our contact information. Be assured that your referral will receive top notch marketing solutions and client services.

Thank you in advance for your referrals!

We have a very strong opinion on this topic that is shaped by over 30 years of B2B marketing experience. In the trenches. On the front lines.

In a heart beat, we would pick implementation over strategy.

A great strategy with poor execution will go no where and has a very limited chance of even getting off the ground. The strategy could be brilliant but if its poorly executed, it’ll die on the vine. Any strategy, good or not so good, MUST be followed with a detailed implementation plan that articulates and lays out all the pertinent details including who is responsible for what, what are the dependencies, what are the deadlines and success milestones, etc., etc.

Without solid implementation the possible repercussions can be profound:

Wasted money, Wasted human and supplier resources, Dis-heartened stakeholders (like Sales), Negative impact on one’s reputation, It may provide an unintended advantage to the competition, may have a negative impact on the company’s ability to make projected numbers. And more.

Of course, one can argue with equal passion that a sub par strategy that is well executed can also have negative implications. We concur with this. BUT good execution CAN have the ability to “sharpen the edges” of a so-so strategy and actually elevate it to something it might not have been otherwise.

Of course it’s best to have great strategy, great creative and great implementation. For that you need a partner like Marketing Associates USA!

Marketing Associates creates fully integrated marketing communications campaigns, helping clients capitalize upon rapidly advancing trends and technologies. We strive to incorporate the right tactics to meet your objectives, whether the tactic be traditional marketing, new media, social marketing or (more often than not) a unique combination of multiple tactics.

Marketing Associates USA is a “single–source” for marketing, promotional and branding services. Since 1978 we’ve provided fully integrated solutions that include the right mix of tactics to meet a specific business or marketing challenge. Our services are available a la carte or can be combined into a more comprehensive solution.

Solutions include:
Research, Strategy & Planning
Creative
Branding
Sweepstakes, Games and Contests
Promotions/Incentives/Premiums
Event Marketing
Direct Mail Marketing
Referral and Brand Ambassador Programs
Online/Social Marketing/Email
Implementation

Brand ambassadors share their passion for a brand with their fellow customers.

They have an interest in seeing their favorite brand succeed. It’s not so much that they attempt to influence other customers to buy a product, but that they honestly believe that product will satisfy the wants and needs of their fellow customer. Marketing Associates can help you develop and implement and effective brand ambassador program.

Presented here are excerpts of steps created by business author Mark Collier. They’re a roadmap to a successful brand ambassador program:

Understand up front that creating a brand ambassador program means sharing control

The very heart of a brand ambassador program is the concept of empowering the ambassadors to spread the message about your brand, in their space. Think of this as a shift from your brand’s sending marketing signals to the customers to giving the customers the ability to market to each other.

A successful brand ambassador program requires a long-term commitment to the program itself, as well as to empowering the ambassadors to spread your message on their terms and in their space. Give your ambassadors the freedom to take your message and make it their own. A brand ambassador program takes time to build momentum and create results, so be willing to give it the time to reach its full potential.

Identify potential brand ambassadors

A great starting point is to examine customers who are already giving your brand feedback. Check letters, emails, phone calls, etc. Customers who take the time to communicate with you about your brand are already exhibiting the key quality that a successful brand ambassador needs: passion.

Customers who take the time to directly contact your company are passionate about your brand. And don’t automatically assume that negative feedback from a customer should remove that person from consideration. Sometimes the best evangelist for a brand is a customer who had a negative experience that was addressed positively by the company. Also keep in mind that customers who take the time to communicate to your company will be more likely to talk to fellow customers about your brand.

Communicate with your ambassadors

Let them know what key branding points to stress to customers, but try to give them as much freedom as possible to market for your brand. Remember: When the message comes from a friend or fellow customer, it’s a trusted recommendation; when it comes from the brand, it’s marketing. People don’t respond well to marketing.

Let your brand ambassador know what themes to stress to fellow customers, but also give them the freedom to make the message their own, and to put it in terms that the community will respond to. Make sure they understand that they should disclose to other customers that they are an ambassador for your brand at all times, and let them share your brand in terms that they are comfortable with.

Key action point: Remind, but don’t restrict. Give your ambassadors guidelines, but not rules. Stress to them that they must disclose their relationship with your brand, but should never engage in activities that they are uncomfortable with. Encourage them to not view their job as selling the brand to other customers, but rather as explaining the brand’s benefits. At all times, let your ambassadors have the freedom to take your message and make it their own, so they can communicate it on their terms, in their space.

Collect feedback—early and often

Your brand ambassadors are collecting marketing information about your customers as they communicate with them in their space. This is key, because the ambassadors are reaching fellow customers in their space, and in a setting where they are comfortable. Since the interaction is happening in familiar settings for the customers, they will be much more likely to give the ambassadors their true feelings about the brand.

Key action point: Feedback that brand ambassadors collect is far more valuable than any market research that a company could collect. This is because the brand ambassadors are speaking to customers in their terms and in their space. As a result, they are far more likely to receive better and more accurate information. Take this information and let the lessons learned from your ambassadors shape your future marketing messages to your customers. By having a more accurate assessment of the customers’ true wants and needs, you can alter your marketing to increase its effectiveness.

Give existing ambassadors a framework for recruiting additional members

Once you have brand ambassadors go out into their communities, they become your best recruiters for adding new ambassadors. Because they are at home in their communities, whether online or offline, they can tell which customers are passionate about spreading the message about a particular brand.

Supply every brand ambassador with the necessary materials about how someone can become a brand ambassador or how to contact the company to become one. Encourage potential ambassadors to either check out your program’s online blog/message boards or attend an offline meeting for the group.

Don’t be afraid to apply the lessons that brand ambassadors have learned to your marketing at the corporate level. Remember that your brand ambassadors have the advantage of being in constant contact with your customers and have a better idea of their true wants and needs, as well as how they respond to your company’s existing marketing messages.

A brand ambassador program is an incredibly powerful tool for not only expanding your customer base but also increasing your brand equity and improving your marketing. Think of your brand ambassadors as a bridge to your customers, or a volunteer army willingly spreading your brand’s message among their fellow customers.

A brand ambassador program allows the brand to communicate with its customers on their level, in their space. And that’s an extremely powerful and valuable advantage that companies with a brand ambassador program enjoy.

It is within this consumer-driven market that your brand must now exist. And to build and maintain your brand, you must seek ways to make a personal and relevant connection with consumers. Few media can help an integrated brand campaign make this connection like direct mail.

Today, companies are using mail to fill a variety of brand-driven roles. It gives depth and dimension to a message. Mail adds another touch point to a brand campaign and creates continuity when timed with other media in the mix. Mail is an effective way to drive people to a store or website and offers the opportunity for a response device. With reply cards, surveys, invitations, and even billing statements, branded mail can create a dialogue with your customers. And mail offers the ability to measure your response rate and to collect customer data.

Simply put, mail helps your brand work harder and smarter. Here’s another way to look at it: mail allows you to take your brand and put it in the hands of consumers. If they don’t know it, introduce them to it. If they do know it, remind them of it. If they love it, give them a reason to continue loving it. Mail gives consumers the opportunity to interact with your brand and can give them the opportunity to respond to it.

You can use mail by itself to build your brand, or you can use it to accentuate other media in your branding mix. Using mail allows you to refine your audience and aggressively target your competitors and exploit their weaknesses. Direct mail can help to reposition a brand, make it stand out in a cluttered category, and extend the brand experience through a point of sale.

Marketing Associates can help you put the powerful medium of direct mail to work for your brand.

Excerpted from 2010 US Post Office article: Branding, mail, and the marketplace of the mind.

While many ingredients go into creating an effective e-mail campaign, there’s one ingredient that’s absolutely crucial if you want to avoid misery and low return.

That critical ingredient is a double opt-in list.

What makes an email list “double opt-in” is that any person who subscribes must confirm their permission twice. The first permission is when the user submits his or her email address on a web based form, whether it’s signing up for an online course, buying something at an online store, or completing an online survey – anything that captures the user’s information and permission.
After the initial permission is received, a confirmation email is sent to the address the person entered into the form. This outbound email contains a link, which the recipient must click to confirm his or her subscription request. This is the second opt-in, and once the user clicks the link, he or she has double opted-in.

Utilize the Marketing Associates double opt-in list—

• Over 162-million US consumers available, segmented by demographic selects
• Guaranteed deliverability
• 100% Spam-Free – All messages are sent in accordance with regulations set by the Mobile Marketing Association and the CAN-SPAM act

Marketing Associates can procure targeted lists to meet any criteria.

We can also help you develop a proprietary double opt-in list.

Utilize an integrated online/email campaign to increases brand awareness and sales:
– Instant Coupons
– Announce Promotions, Events or Specials
– Announce New Products
– New Customer Acquisition
– Drive Traffic to Website
– Register for Give-Away
– Capture Data and Build a Proprietary Database for Continuing Sales Efforts
– Interacting through Submissions
– Downloads for Mobile Phones