candyrice design

Market + Message + Medium = Marketing



Marketing is formulaic, which is not the same as saying that template-based or generic campaigns are effective (they're not usually). What we mean is that there are three parts to every marketing formula, regardless of business.

Candy is a huge fan of Dan Kennedy, the direct mail marketing guru. Regardless of how you feel about direct mail, you can't argue with what a man says when he consistently gets paid $25,000-$100,000 to write ONE sales campaign, plus royalties on the business generated by that campaign! Here then, is his representation of the marketing triangle (<-- which we operate from).

Once we identify what your market is really like, then we create the best message for them (one that makes them want to fund your next round-the-world cruise), and select the best means of delivering that message.

There are a few key things we believe about marketing for small businesses like yours. Here they are:

• Small business isn't really all that small.
  The government classifies a small business as one that earns less than $3 million a year. Is that you?
• Small business marketing has to be EFFECTIVE before it's pretty.
  You may not have a huge marketing budget; if so, you can't afford to act like the big companies who rely primarily on brand exposure to generate new business and sustain traffic to their doors. Your marketing has to work hard!
• Small business marketing has to be precision-targeted.
  A highly selective, correctly targeted list will almost always garner a better response for your business than a generic list, in which you have to hope that the shotgun blast will hit something.
• Small businesses marketing to consumers need a different approach than small businesses marketing to other businesses.
  B2B marketing is much different than B2C marketing, and we're good at both.
• Smart small business owners recognize the supreme importance of a comprehensive strategy for marketing.
  Small businesses nearly always experience better growth with a full-on strategy that encompasses print and electronic media, plus guerrilla tactics and good public relations efforts.