collateral materials collateral materials Archives - CarsonPR

Too many cooks spoil the pot!

Every 15 to 20 years companies go through this cycle of hiring "specialists" to do the different functions for their marketing of products and services.

How to get pr, marketing doneThis can cause a juggling problem. For example, if you have a PR Agency, an Advertising Agency, then an Internet Marketing Agency, plus another company that handles all the printing for your sales and collateral materials…wow, that’s a lot of coordinating. Now just think of how all these different resources are going to work together. What, you mean they don’t? You haven’t invited all of them to have a general meeting?

Don’t panic, in this competitive climate of "we need to have it done today", pr clients as well as manufacturing company’s feel they need to hire a lot of experts to get the job done. Sometimes this can work. But more often, it gets to be a complicated and coordination nightmare.

I am not saying that one company can be all of these things, but maybe you need to seek a company that has the ability and connections to be the focal point for all your advertising, marketing, publicity and printing needs.

This way your time to do all the coordinating can better be applied to other internal job functions. Review your situation, tally up the hours and see if that justifies your efforts. If not, maybe it’s time to look outside for help. No, this doesn’t mean hire another company to add to the list of outside services. Rather hire a company that can streamline all these services, like us. Yes, we have the expertise to do many of the projects each department needs. And those we cannot handle in-house, we will then be your extension to coordinate the activities so that you don’t need to.

Being efficient is what we do best for our client, and yes, publicity is another major part of our many talents.

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Know your core strengths

A new client called us to help them create and improve their company’s image. This is a typical call for us. For over 25 years we have been helping clients like this re-position themselves through a branding program.

Our team of strategists and designers are already working on the client’s campaign.

We will begin with a corporate brochure that will include several insert sheets for them to distribute at upcoming trade shows.

The logo is a well recognized image and we prefer to use the existing design. What was missing was a coordinated effort of the parent name with all the other brand names that the company has acquired over the past few years.

At this time I cannot reveal the name of this company, but they are in the food business and have good consumer recognition, it just hasn’t been positioned properly to compete with other industry companies.

As we are developing the plan, the client has immediate needs. That’s why we are working on the collateral materials. We have the "core" program in mind and are using this to work from. All other campaign elements such as pr, marketing and ads, will use the core identity as the common thread to establish the branding and positioning.

Sometimes a company needs to be reminded what their main (core) business is all about. Too often, as companies grow, or aquire others, they loose sight of their main business. This usually causes a decline in sales and reduced market share.

Need help in establishing a branding program? We’re here to help you as we have for dozens of clients for the past 25+ years. Call us, and we’ll show you how to make a better image.

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