Arm Your Sales Team

Arm Your Sales Team

Successful marketing communication targets and persuades potential customers that what you have to offer is for them. But these messages only prepare a prospect for a sale. It’s someone from the sales team who makes the direct contact, reinforcing the value of your company, product or service with the goal of converting that prospect into a customer.

Arming sales teams with strategies, tools and messages that are properly designed to drive customers to action is only half of the equation. Your sales team needs to know the how and why behind every tool and message. They need an in-depth understanding of the wants and needs that will be driving a prospect to action. 

If your marketing and sales teams are not working together, STOP and reevaluate. Go back and do the work so your sales team has everything it needs to be successful.

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Push vs Pull Marketing

Push vs Pull Marketing

Push marketing takes the product to the consumer and pull marketing brings the consumer to the product. The difference lies in how the customer is approached. A push strategy can be a quick way to move a customer from awareness to action, while a pull strategy tends to create an ongoing relationship that builds stronger brand loyalty and repeat business. 

Push and pull marketing can and should be used together – but they are executed individually using different tactics. Both approaches require planning and consideration of the media, audience and marketplace along with strategic decisions about which one will have the most success at driving a desired customer action.

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Tactics – One Size Does Not Fit All

Tactics – One Size Does Not Fit All

Tactics are the communication tools used to accomplish strategic objectives. Successful tactics have a clear purpose and well-defined goals that have measurable impacts.

The best way to ensure that a tactic will reach a customer when they are ready to buy is through a holistic approach that covers a variety of places where they might be. Influential messages can arrive in many forms from websites, social media, and PPC to brochures, traditional advertising, public relations, trade shows, point of sale, and more. Not every tactic will work for every goal or successfully target every potential customer. Developing accurate customer profiles will help you identify the most effective tactics for a specific customer group in consideration of your budget.

This tactical mix is never static. You will be constantly measuring results and adjusting each tactic based on those results.

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Know Your Customer

Know Your Customer

Successful marketing begins with knowing and understanding your customers so well that it becomes easier to drive them to action by directing the communication of a product or service in a way that impacts a specific strategic goal. 

To create tactics that support your marketing strategies, you have to start with a profile or general description of your ideal customer. The journey from not knowing to knowing your target customer’s demographics, preferences, buying behaviors, and more will help you craft effective communications.

Most brands have more than one ideal customer segment, so the outline below offers an example of how a set of customer profiles might look:

Each customer segment is unique in its description and preferences but also unique in the way you need to communicate to them via their preferred channel (print, digital or other). Without this information, it would be difficult to define the tactics that will most effectively drive your customers to action. 

Define

Description & age range
Likes & Dislikes
What’s important to them
How to Communicate
Preferred Media

Customer Group 1

________________________
________________________
________________________
________________________
________________________

Customer Group 2

________________________
________________________
________________________
________________________
________________________

Customer Group 3

________________________
________________________
________________________
________________________
________________________

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Marketing – What Is It Really?

Marketing – What Is It Really?

Marketing is a conversation between two individuals (seller and customer) that takes them from not knowing to knowing what each other needs. That understanding leads to a strategy for delivering products and services through customer experiences (tactics) that drive customer action. Tactics are strategic actions that impact a specific marketing goal.

Public relations, advertising and branding are often perceived as “marketing” but they are merely tactics that can only be successfully developed and implemented with a strong marketing strategy. Here’s a simple illustration of the differences: 

1

Marketing

Your business says, “We do/have what you need or want.

2

Public Relations

Someone else says, “Trust me, they do/have what you need or want.

3

Advertising

You say, “We do/have what you need or want.” Over and over.

4

Branding

The customer says, “I understand that you do/have what I need or want.

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10 to 1 Public Relations Doubles Down on Winning PR Strategy with Updated Branding

10 to 1 Public Relations Doubles Down on Winning PR Strategy with Updated Branding

Press Release Published: June 22, 2021

“For nearly a decade, 10 to 1 PR has been offering public relations services that are targeted, compelling, and achieve our clients’ goals,” said Josh Weiss, President and founder of 10 to 1 Public Relations. “In addition to wanting a modern, great-looking website, we wanted it to reflect our growth as a nationally-focused PR firm by showcasing our array of strategic communications services, as well as highlighting several success stories within the various industries we serve.”

Focused mostly on B2B and service-oriented B2C clients with a national or multi-city focus, 10 to 1 PR’s services include media relations, product and brand launches, employee communication, corporate social responsibility, trade show media, crisis communication management, awards submissions, speaking opportunities, and more. The new website also showcases more than 20 case studies of various strategic communications projects and campaigns that the firm has successfully designed and executed.

10 to 1 PR has built a diverse clientele of businesses across the U.S. and the globe from numerous industries including financial, health and wellness, professional services, real estate, manufacturing, mechanical and construction, technology, and transportation. The company collaborates with each client to develop a custom strategic communications plan built around achieving the client’s desired results.

“By working with organizations from a wide range of industries and goals, we’ve seen that public relations can be an integral part of any company’s holistic communications strategy. It’s great to have a brand and website that truly illustrate all that we are able to offer,” added Weiss.

10 to 1 PR was founded in 2012 on the philosophy that it takes 10 good things to be said about a business to equal one bad impression. The company achieves this by leveraging its storytelling skills to dominate industry and local market media to generate consistent, positive news coverage and by positioning its clients as industry thought leaders.

In recent years, the strategic communications firm has earned numerous industry accolades including 4 national Agency of the Year awards (Bulldog PR Awards, Titan Awards, PR World Awards, and the Stevie Awards), and local Agency of the Year honors from the Public Relations Society of America Phoenix Chapter. Last week, the company was named a Finalist for the second year in a row for the Better Business Bureau’s Torch Awards for Ethics.

The new website and updated logo were designed by brand communication and design firm TMBPartners of Scottsdale, Arizona and Grand Rapids, Michigan.

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