On-Target Marketing has been recognized again by the Houston Business Journal, most recently as #13 in their “Top 25 Advertising Agencies of 2009″ rankings. We were also listed as a “Top Graphic Design Firm” in 2007, 2008 and 2009, and as a “Top Web Design Firm” in 2007 and 2008. On-Target Marketing was notably listed in the Houston Business Journal’s “Houston Fast 100″, a list of the fastest growing businesses in the city, in 2007, 2008 and 2009.

On-Target Marketing is a full-service advertising agency, graphic design and web marketing firm in Houston, Texas. We specialize in helping our clients’ businesses grow by reaching the right people at the right time with the right message.

On-Target Marketing stands apart because we understand that the work we produce for our clients must engage the consumer, it must inspire them to want to act, and it must ultimately sell their product or service. That’s the motto we live by: “Engage, Inspire and Sell.”

While our clients’ particular needs differ, their core need and our chief goal is always the same: to create more results from their marketing and advertising. The key is making sure their strategy, creative and execution are all “On-Target.”

To generate sales leads and increase conversions of our clients’ ideal prospects, On-Target Marketing develops creative strategies focused on the influencers that move ideal prospects through the buying process. Regardless of what a client is selling, we first seek to understand what stage of the buying process the prospect is currently in, what they want, and what will influence them. It’s all a part of the highly strategized way we go about creating advertising that works.

While strategy is critical, execution makes all the difference. That’s why On-Target Marketing utilizes a state of the art, online Project Management and Collaboration System. All of our clients have access to this system from any internet connection – anytime, anywhere – and have the ability to check on the status of a project, review it, make notes, give direction, upload files and give approval… all with just a few clicks. This system creates a more efficient communication strategy among all parties involved.

On-Target Marketing creates advertising that is built on a strong foundation of strategy and that is executed brilliantly to deliver lasting value for our clients beyond the short-term results. By leveraging this lasting value, our creative helps our clients successfully grow their brand prominence and competitive strength.

On-Target Marketing was founded in March of 2001 by President and CEO Scott Steiner with COO and Creative Director Tasha Cryar Steiner. Their broad experience in advertising, marketing, production and sales provides the foundation for the development of successful initiatives that are tailored to the specific needs of each client.

The only way to survive amidst today’s hyper-competitive environment is to stand out. You have to give your prospects a compelling reason to choose you. Companies that don’t promote their differences are likely to be overlooked.

In the days of yesteryear, companies competed locally. There was likely only one butcher on the block, and customers chose him because of his convenient location, customer service and quality product. But in today’s world of the Internet and global commerce, it’s not that simple. You’re not competing with the butcher on the other side of town. You’re slicing your way through a cutthroat global market where anyone, anywhere with the right website, the right marketing, and the right price can compete for your customers.

So what can you do about it?

The Unique Selling Proposition

Back in 1960 Rosser Reeves, a hugely successful American advertising executive, introduced the concept of the Unique Selling Proposition (USP). Simply put, your USP is what makes you different from your competitors. Reeves gives this advice:

You must advertise a benefit that your competition doesn’t offer, such as uniqueness of brand or a new claim.

The proposition must be so strong that it will compel customers to shift to your product.
The job of an effective leader is to first decide what your company’s USP is, and secondly, to promote it. Discovering your USP has little to do with being imaginative or cute. Instead, look for the single, unique quality that separates you from your competitors.

How do you determine your USP? Here are five questions to ask:

Will the customers in the market perceive this as an advantage?
Is it significantly different from what my competitors are offering?
Will my customers actually believe in this USP?
Will my customers receive some benefit from this USP?
Will this USP motivate customers sufficiently to make a purchase?

From these, you’ll be able to establish whether or not your potential customers see your perceived competitive advantages. And as Phil Stone, author of Make Marketing Work for You would say, “Be clear – if you cannot identify any competitive advantage offered by your existing products or services, then you need to improve them.”

Some USP’s work and some don’t. These consistently don’t:

The Givens: The givens are aspects that the customer already expects from you, including reasonable prices, quality and customer service. These are givens, not differences.

Price: When you make price your main differentiating factor, you have to realize that almost anyone can mark their prices up or down. If the competition can go as low as you can, don’t choose price as your USP.

Large selection: Breadth of line is a difference that competitors can also easily imitate. Size can even create problems for you, specifically in being able to successfully manage said large selection of products while maintaining customer satisfaction.

Creativity for creativity’s sake: While it is necessary to cut through the clutter in today’s world of advertising, it’s imperative that your creative consistently stresses your brand’s differentiation.

What are some USP’s that generally do set you apart? Here are some examples:

Being first: While being first in a market doesn’t guarantee success, it does come with a tremendous advantage. Customers perceive you to be the expert in your market. Others will maintain a loyal following of your brand, even as competitors emerge.

Own an attribute: Have a characteristic that consumers associate with your brand. The most effective are simple and benefit-oriented. For example: Mercedes stands for engineering, Hondas for dependability and Volvo for safety.

History: When a company shares their history, they demonstrate longevity, establish trust, and create a story that the consumer can relate to and remember.

And more: Other successful USP’s include being the “latest”, being the “hottest”, being the market’s specialist, being the preferred vendor, and focusing on specific factors about how a product is made to make it unique from your competitors.*

How to put your USP to work for you
Of course the success of this exercise goes beyond establishing your company’s Unique Selling Proposition; it depends on you getting the word out. In this age of intense competition from all over the globe, the companies that thrive are the ones that promote their company’s strategic, advantageous difference – their USP.

For more information on determining your Unique Selling Proposition and promoting it, contact On-Target Marketing.

* Source: Differentiate or Die, Jack Trout

Every second of every hour of every day… consumers are deciding what to buy and who to buy it from. More than ever, they’re turning to the web to make those decisions. Your website has become your virtual storefront, and it’s vital that your website drives those sales.

After all, the Internet is fast.

It’s changed the way people communicate, run their businesses, make their purchasing decisions, get their news, entertain themselves, date, study, share, work and shop… just to name a few.

Today, readers can find information online instantaneously – they expect to be able to find what they want, when they want it. This demand for immediate information has revolutionized the way your potential customers make their purchasing decisions.

You know all of this. You’ve embraced the fact that you need a presence on the web to be relevant in today’s market.

So has everyone else.

Since consumers have more online options than ever when considering who to do their business with, it’s essential that you give yourself a competitive advantage… a reason for them to choose you over any other company.

The goal: to position yourself so that your online readers would be crazy not to buy from you.

Keep in mind – the Internet is fast, and it’s pertinent to keep up. You can lose your competitive advantage overnight. For example…

If you simply offer a lower price on your merchandise, you could wake up the very next morning to see that your competitor has lowered their price even more. A price war ensues, ending only when neither competitor can afford to continue. Worse - the perceived value of your product or service is diminished forever.

Many traditional strategies simply won’t hold up because of the speed with which online business and competition ensue.

Here are some aggressive ways to gain speed in the race for online competition:

Use your adversary’s strengths against him. This is a strong position and won’t have you slashing your prices to battle the competition. For instance:

If your competitor is large and established, you are the company that tries harder and pays one-on-one attention to each customer.

If your competition is a national brand, focus on your local roots. Know and care for the needs of your city’s customers, and remind prospects that you’re nearby to personally serve them.

If your competitor “Does it all!” market yourself as the company who specializes in one niche and can offer superior expertise.

You get the picture.

Find the customers that your competition is ignoring. A key differentiator is to actively pursue customers that your competitor perpetually shuns.

Let’s say your competitor has launched a redesigned website. It looks fresh and modern and boasts that they are always moving forward and embracing the latest technologies, etc. Don’t panic. Don’t mimic. Instead… think about which customers the competition is leaving out, and how you can leverage that when speaking to them.

In this example, it would make sense to target those who are less technologically driven. Many consumers will attribute trust to the company who, instead of speaking in tech jargon, will explain things in clear detail.

Furthermore, if you can take what your competitor is calling their advantage and turn it into a disadvantage, you’ll have given the consumer a clear reason to choose you over the competition.

The speed of the Internet has permanently changed the nature of competition and accelerated the flow of information, new products and services worldwide.

No matter what industry you are in and no matter what you sell, to be competitive online today you have to be able to be flexible and actively position yourself against the competition.

Does your website drive sales? Get the online competitive advantage. Start by contacting On-Target Marketing now.

The need to support, counsel and protect our American Heroes is greater than ever… and in large part, the problem isn’t being addressed. On-Target Marketing recognizes that there are heroes who need our help right now, and we are honored to serve as a partner to Operation American Heroes.

For too many of our American Heroes, the effort doesn’t end when they come home from the job. Every day can be a struggle… a battle to find and afford the right medical attention – to send their children to college – to find the right job – to receive the mental health counseling that so many desperately need – to begin to become the same person that they once were – to discover hope again.

Operation American Heroes was formed by a group of successful Houston professionals who have decided it is time to do more to help our veterans, police officers, fire fighters, emergency workers, soldiers, their families and more.

Operation American Heroes is here to fight for our heroes. To take action. To give hope.

You can help.

Operation American Heroes is the vehicle through which individuals and corporations can make a difference. They allocate 100% of your donations to fund the foundation that supports the most reputable, effective programs for American Heroes. Donor support of Operation American Heroes is an easy way for you to make a big difference.

To learn more visit www.OperationAmericanHeroes.com.

Evidence points again and again to the fact that consumers and their purchases are influenced by colors. That pertains to your logo, advertising, product packaging, and all facets of your brand.

What are your colors doing for your sales? If you haven’t given it much thought, perhaps now is the time.

“Statistically, 60 to 70 percent of the buying decision is made at the point of purchase,” says Lee Eiseman, director of the Eiseman Center for Color Information and Training. “With so many products vying for the consumer’s money and attention, the effective use of color is one way to capture their attention.”

And what colors will make the strongest impression for you? That depends on several factors, including the product/service you are offering, the personality of your target, and the stage of the buying process your audience is in. Know what consumers are looking for when they’re looking at you.

Are they looking for fun, excitement and entertainment?

A serious professional they can depend on?

A modern edge?

It’s essential that your colors coordinate with what your prospects want and with what your brand has to offer.

Consult with a design expert to help you choose a color that increases the visibility of your brand and elicits the most interest from prospects. On-Target Marketing is here to help.

Consider those factors while you review the color personalities below:

Black - Authority, power, seriousness, distinguishing, and classic. Can create drama.

Blue - Dignity, security and traditional values.

Brown - Solid, reliable, genuine, rich and suggests helpfulness.

Gray - Traditional, conservative, practicality and earnestness.

Green - Freedom, health, wealth, and tranquility.

Orange - Cheer, endurance, ambition and excitement.

Pink - Femininity, gentleness and well being.

Purple - Luxury, sophistication, authority.

Red - Strength, vitality, passion, commands attention.

White - Contemporary, refreshing, refined.

Yellow - Warmth and cheer. Appeals to intellectuals and holds attention.

Color is just the tip of the iceberg. Your imagery and the words you use to tell the story of your brand are essential items to consider. Click here to request a preview of next month’s article on choosing imagery that moves your prospects from their seat to the sale.

On-Target Marketing has marketing consultants ready to help you take your brand to the next level. Contact us now.

Corporations spend $21 billion on tradeshows every year – a sizeable investment. You want to make the most out of it. Here’s a few tips on how.

Have a Plan

You’ll gain the most from your investment if you assess what you’re facing first. Ask yourself:

Who is attending this show?
Will my competition be there?
What do I expect to gain from participating?

Answering these questions will guide you in developing a clear strategy for your tradeshow booth. Once you have a direction, it’s important to make sure you stand out. On-Target Marketing employs the experts to help develop your strategy into something unique to help your prospects see you, interact with your booth, and ultimately choose you to do business with.

Getting the Word Out

You can improve your results by developing a promotion around your tradeshow appearances – before, during and after the show. It seems like common sense to alert potential attendees that you’ll be at an upcoming tradeshow, but the majority forget this essential element.

Consider reaching out to current or former customers, new prospects, and your competitors’ customers.

Reach your target through direct mail, emails, phone calls, special invitations, etc. Through each medium, include the details of your upcoming tradeshow and booth number.

Experts recommend using 15% of your tradeshow budget for these promotions.

What’s In a Booth?

It’s time to make decisions regarding the size and location of your booth. Keep in mind, the location of the booth is not nearly as important as what is happening inside your booth, so don’t labor over this detail too much or be tempted to spend an inordinate amount of your budget on a prime spot.

Determine your booth size by not only your budget, but by the goals you’ve set for your booth. What will you be doing to attract a crowd? For example, you may need space to set up a product demonstration, show your entire line, sit down to close sales, etc. Arrange your booth accordingly.

Appearance is everything. It goes without saying (but we’ll say it anyway) - your company will be judged by how you present yourself at this show. Professional banners, collateral and representatives make all the difference.

Above all, remember who it is you want to reach at the tradeshow, and model your booth to garner their attention.

At the Show

The creative strategy of your booth staff is the single most important variable for your booth’s success. Trade shows are busy, stimulating places, and your goal is to shine through the chaos to make meaningful business contacts. To make the most of your booth, staff it with extroverts who:

• Can compete with the activity around them.
• Have a deep understanding of your products and business.
• Are at the same professional level as the show’s attendees.

Additional strategies can help your booth become the center of attention. Creative approaches to special events include hospitality suites, demonstration rooms, parties, dinners, focus groups and event sponsorships. These help give you the ability to attract high-quality prospects and have led to increased sales.

Creative is our specialty. Contact On-Target Marketing to request a consultation or to preview work we have produced to drive traffic at tradeshows for clients just like you.

Media rates are similar to airline seat rates or those of any other perishable commodity - they fluctuate significantly. Advertising is an expensive game. There are no guarantees when it comes to price, except we know that the media must sell every second of time, every inch of newsprint, and every billboard… for the maximum dollar amount possible.

Your challenge is figuring out when the best time to buy is, and how to pay the least for the media that will most effectively reach your ideal targets. With ad clutter increasing exponentially and the Internet changing the process of how people buy, media planning is more important than ever before.

When our Founder, Scott Steiner, worked as a senior executive for major network television groups, he was responsible for maximizing the value of every spot sold. His process was similar to how yield managers approach selling every seat on the plane: He developed yield management tools to predict demand levels and maximize the value of every spot. When he started On-Target Marketing (OTM), Steiner realized that these very tools and expertise could work in the favor of our clients. He reverse-engineered the very programs he helped to create, and re-tooled the analytics to help predict how media outlets will price based on key variables.

In every negotiation, information is power. By knowing historical patterns of when the media look to sell their inventory, these analytics enable OTM to better identify where their weak spots are. As a result, we know how to get our clients more for every dollar they invest in media.

Deciding when, where and how your messages will influence your ideal targets is at the heart of effective media planning. In addition to our proprietary media planning systems, OTM utilizes industry-leading research and management systems: Nielsen, Arbitron, STRATA Media Management & Buying Software, Scarborough, PRIZM Lifestyle Segmentation and project specific studies. OTM utilizes these psychographic and demographic resources to develop an optimal media plan to ensure our clients choose the right media to achieve their specific objectives.

Put the power of our ‘Insider Knowledge’ to work for your business, and maximize your R.O.I. from media spending.

You only get one chance to make a first impression. Whether it’s your website, logo, advertising campaign or emails, your image can make or break you.

What does your image say about you? Does it leave consumers with the impression that you’re professional, experienced, and trustworthy? Is your image consistent across all of your sales and marketing? Does it entice consumers to give you their business? Or does it turn them away to better marketers… whose products and services may or may not measure up to your own?

Take a look at how your image affects you and your customer throughout each stage of the buying process:

Curiosity and Interest: Attractive, consistent brand identity and compelling advertising campaigns generate inquiries and establish a trustworthy impression with consumers.

Investigation and Comparison: An attractive website and straightforward collateral help your prospect find the information they need to make the decision for the sale. The more clearly your branding is attached to all materials, the more likely you are to avoid any confusion and keep the trust and the interest of the prospect… driving them to the sale.

Decision and Sale: Many times, the sale doesn’t just come down to price: it comes down to which company the customer trusts. The truth is, prospects are sold on your image. A professional image shines – on letterheads, brochures, business cards, proposals and more – and can assist in turning a prospect into a customer… and keep them loyal for years to come.

Recommended ways to keep up your image:
Pay attention to five simple elements in your marketing mix to solidify your image: your website, emails, brochures, stationary and logo.
Take advantage of online advertising.
Publish articles frequently to drive traffic to your site.
Don’t let your website go without an update for more than twelve months.

Looking for more professional advice on ways to increase conversion? Contact On-Target Marketing today.