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Many thought putting a man on the moon was impossible. But nearly 40 years ago, on July 16, 1969, we did it. “One small step for man, one giant leap for mankind” are words we all remember.
Today, we’re facing a global economic crisis, and many businesses think that recovering is impossible. But we can. It doesn’t require blind optimism, but it does take a certain amount of courage, along with hard work.
We need to be innovative, but we also need to remember the basics. Before the NASA scientists planned the lunar launch, they researched the best places to land on the moon, the best weather conditions. They questioned astronauts, they talked to every expert. Likewise, you must research your markets, talk to your prospects, customers and your employees.
Just as NASA developed a “delivery package” consisting of rocket, fuel, electronics, and human components — your delivery package consists of message, media, product and service. The first and perhaps most important component is the message. Just like the fuel in the rocket, it must be strong enough to get you where you need to be.
Your message has four parts: Branding, Difference, Value and Proof.
Here is the Farris Marketing message:
Branding/Positioning: Breakthrough Ideas That Produce Maximum Results
We are different and better than our competitors because we have the most experienced team, and a 27-year track record of success helping businesses and nonprofit organizations achieve their goals. We know what works — and more importantly, what doesn’t.
We’ve seen that one breakthrough idea makes all the difference — and we know how to unearth those ideas. Further, we have more in-house capabilities than any other local firm, including market research, sales team development, strategic planning, website development and 3-D animation. This enables us to take your breakthrough idea and present it in a way that delivers maximum results.
Your marketing becomes much more effective with positive, tangible results. Your budget is better-spent. Your goals are reached more quickly.
5-Star Healthcare Campaign for Northside Medical Center.
In less than six months, its image changed completely. Research showed that the message had 10 times the impact of messages from its sister facility, Trumbull Memorial Hospital.
Summer Wind Private Estates.
While other developers struggled, Jim and Lori DiCioccio’s Canfield development had a great year.
Boardman Police and Fire Levy.
Won by a large margin, by simply telling the story in a simple and direct manner. The services were good to begin with, and supporting them was the right thing to do.
Andrews, The PowerSports Giant. Hitting the right chords all year, from gas savings to great financing, kept this organization among the top performers in the nation.
The moon landing 40 years ago proves one very important point: We can achieve a lot more than we thought possible. Let 2009 be the year in which you accomplish what once seemed impossible.
Stay Tuned and Stay Smart.

About The Author

  • Author | George Farris
George Farris is CEO and Senior Brand Coach at Farris Marketing. Connect with George on LinkedIn using the icons above.

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