"It's always the badly dressed people who are the most interesting."

  Jean Paul Gaultier

Fashion designer

 

Why is that, exactly? Because they are different! Let us help you stand out from the crowd (without dressing badly). Give us a call or drop us a line today.

Adams Jette Marketing+ Communications 

100 Argyle Avenue

 

Suite 202
Ottawa, ON  K2P 1B6
 
Tel: 613.235.5445
Fax: 613.235.5514
info@adamsjette.com
www.adamsjette.com

Has this happened to you:

 

The sales rep from the local paper, radio station or television station walks into your office with "the greatest deal ever." Suitably impressed, you buy a series of ads and everyone walks away happy (especially the sales rep). A few weeks later, you are out several hundred (thousand?) dollars and it's not clear it's made any difference.

 

Or, how about this:

 

One of your program managers says, "Hey, we need a brochure. We could hand it out to people." On the surface, that sounds reasonable so you give the go-ahead to get the process started. A few hundred dollars later, the brochures have been printed and given to everyone and all their close relatives but the number of program registrations hasn't budged.

 

The mistake that was made in both of these cases was fundamental--and common.

 

BEFORE you start thinking about how you are going to deliver the message, you must first think about who will receive the message and what it is they need to hear (the message itself) that will convince them of the value of your offer.

 

Who is buying--or buying into--your product, service or program? Is it young, single males? The older crowd? Teens? The unemployed? Nurses? Or is it those who are between 34 and 55 years of age, own two cars (one is an SUV), read fishing magazines and have three kids, a dog and a cottage?

 

Not only is your message considerably different to each of these groups, but so is the method of delivery. Are seniors likely to respond to an interactive online marketing campaign? Maybe. Maybe not. Are teenagers scouring newspapers looking for your ads? Well...

 

No matter what type of marketing you attempt, let these two things--in this order--be your guiding lights for every decision you make:

1. Who is buying or buying into what you are selling? In other words, define your market. Be as precise as you can.
2. What benefits do you deliver and how do you stand out from everyone else? In other words, what is your compelling message?

Then, and only then, think about how you are going to deliver your message.

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 Visit Stan's...

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"As you know, the report you helped us write, Powering Up Canadian Prosperity, was released at our annual general meeting.

"I thought that you'd like to know the reaction to Powering Up has been very positive. Included in this commentary was how clear and effective the messaging is. For example, the Secretary General of an important international agency commented that it was one of the best reports he'd read.

"The importance of what we had to say is self-evident. The need to deliver this message in a compelling way was essential. Our success on the latter is directly attributable to the many, many hours and talent you put into this report.

 

Shirley-Ann George  

Canadian Chamber of Commerce  

 

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