Innovative Marketing Services by Strategic Marketing, Inc.

We get the message. And so will your customers.

The primary components of any marketing initiative are the medium and the message. They are two sides of the same coin. A clever message without thoughtful and well-researched media placement can never achieve its potential. Likewise, the best media planning cannot overcome the liability of a confused, ill-conceived message. While this may seem obvious, our clients know that they can depend on our critical eye and thorough analysis to ensure optimum use of marketing dollars for maximum effect.

At Strategic Marketing, every artistic design, script, media plan and news release is scrutinized for accuracy and quality. We pay close attention to detail, so that you can be assured that we are making the best use of resources in properly managing your account.

Let's face it, great service these days is all too rare. So when it does occur, you remember it long afterward. The comfortable feeling you experience after exemplary service leads to a higher level of trust and confidence. It is this type of service that Strategic Marketing is proud to provide.

The marketing services we offer fall into three categories: creative, media and public relations. Generally speaking, creative services and public relations services are billed hourly (plus outside expenses), and media schedules are commissionable. We are sensitive to the needs of individual clients and will devise a marketing plan that works for both parties. Some clients prefer to work on a retainer basis, which allows them to pay a fixed, mutually-agreed upon fee each month. This arrangement works well for clients who are working within the parameters of a marketing budget, by allowing them to spread costs out over a period of time for a predictable monthly amount.

Creative

For your message to stand out, it must be distinct, understandable and memorable. This is where our creative team comes into play. Great creative work should not exist for the purpose of winning awards, but rather to establish your image and produce award-winning results.

At Strategic Marketing, the objective is to solve our clients' advertising and marketing communications problems. We can work with you on an individual project or develop and launch a long-term campaign, in print, broadcast, direct mail, outdoor or online. Our full-service graphic design department produces everything from full-color brochures and newspaper ads to banner advertisements and web sites. We have extensive experience in broadcast media production, from concept to completion, producing literally thousands of television and radio commercials for a wide variety of clients over the years.

Consistency might be the single most important element in the creative area. This seems simple, but the image of so many companies suffers from a lack of consistency. If the logo on business cards looks different from the logo used on the truck or the employee's uniform, the company has a branding problem. If TV and radio spots don't convey the same message as the print ads, the result is confusion on the part of the consumer. Companies that have a hodge-podge of materials are missing the boat. Sure, let the Yellow Pages rep throw an ad together for you. And the kid working on your web site will do his own thing. And the office supply store can print your company's name on your business cards, even though it will bear no resemblance to the sign above the door. Eventually you get to the point that this lack of coordination begins to really undermine everything you are working to achieve in terms of getting your name out there. Therefore, one of the first things we do is to analyze a new client's existing materials to identify areas of inconsistency and make recommendations to correct them. Once your brand is in order, we can move to the next stage of marketing your company.

Some of the many creative services we provide for our clients include:

Media

Our media planning and buying philosophy is very straightforward…we spend your money as if it were our own. We diligently research available media venues and narrow them down to the ones that are the best fit for your objectives. Then we negotiate the best possible rates, placement and value-added. Once media schedules are placed, each client's campaign is monitored to ensure that ads are running as ordered. We constantly seek ways to increase reach, frequency and thus, efficiency of your advertising dollars.

Strategic Marketing's staff has more than a century of combined media buying experience, and we are known in the industry for being aggressive negotiators.

Depending on your target market and particular objectives, we will make recommendations for utilizing one or more of the following:


In most cases, we can take a client's existing media budget and rework the schedules to gain more impressions, more reach and more frequency for the same amount of money. We understand the strengths and weaknesses of each medium, and we make recommendations that play to the strengths. Responsible media planning is based on thorough market research, backed up by quantitative and qualitative data, and tempered with a bit of intuition. Strategic Marketing buys many millions of dollars of media each year, and we are in constant contact with reps at the various stations and publications. We stay on top of the trends and are always on the lookout for "fire sales" and promotional opportunities that will benefit our clients.

We take extra steps at the end of each month to reconcile media invoices against the media plan. This ensures that what we ordered actually ran, and that our clients do not pay for any missed spots or spots run in the wrong time periods. When we do see a discrepancy, we take appropriate action and request either makegoods or credits.

Public Relations

Strategic Marketing has always recognized the immense value of publicity and public relations to the overall media effort, and we help our clients capitalize on opportunities for positive exposure.

Generally speaking, a company's public relations campaign should follow the same path as its advertising and marketing campaign and reinforce the advertising message. This is why you often see news stories about a new product at the same time you are hearing and seeing commercials for it. This is no coincidence…it is a carefully planned and orchestrated maneuver.

Most large companies have full-time public relations officers and staffs to cultivate relationships with the news media, come up with newsworthy items and pitch the stories. But if you don't have those resources, you can depend on Strategic Marketing. From media kit development and calendar planning to coordinating full-scale national news conferences and international press tours, we have a wealth of experience in this area.

In addition to the traditional news venues of television, newspaper and radio, the many new online channels for public relations present abundant opportunities for distribution of a news release. We still pitch stories to the media the old-fashioned way too, but through our sister company SmartLink, our Internet public relations specialists deftly manage our clients' online presence in this rapidly evolving and fascinating field. SmartPR uploads news releases through numerous online channels with little to no filtering or alteration of content.

While everyone hopes they are never the target of negative publicity, the reality is that an unfortunate event such as a scandal or accident must be dealt with. Damage control is not an area for the uninitiated. The news media can be relentless. Anything you say can be turned against you. Your reputation is at stake. Right or wrong, you will judged by the way you handle the matter. A time of crisis can be a turning point, good or bad, for a company. Strategic Marketing will step in to help you get things under control, collect and disseminate appropriate information to the media and do what we can to mitigate the damage.

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Get into the game - call or email us today to see how we can take your business to the next level. It's your move!

8895 N. Military Trail|Suite B202|Palm Beach Gardens|Florida 33410|ph 561.688.8155|fx 561.688.8156