My Marketing Philosophy

1. Understand the prospect and customer. Find out what the customer wants… and give it to them as best you can.
2. Create brands and campaigns that are memorable, and ideally charged with emotion.
3. Build trust, credibility and rapport with your customers and clients, and be worthy of it. Be honest and don’t create false brand performance expectations.
4. Integrate your message and brand personality across all customer contact points to gain credibility, frequency and brand continuity.
5. Understand the pros and cons of each and every communication channel, and how to best use and leverage them for optimal impact, and for the right strategic reasons.
6. Use personalized channels whenever possible (variable data personalized direct mail, email, SMS texting, social media channels and micro sites).
7. Negotiate the best possible win-win contracts, rates and terms with every vendor for long-term strategic partnerships.
8. Seek innovation and new and better methods of marketing communications.
9. Never assume you know everything or have all the answers. Be humble enough to always learn, listen, experiment and grow.
10. Do your market research constantly, and stay close to the market.
11. Use creativity to accomplish specific marketing objectives and ROI, and not to win awards.
12. Track and analyze everything.
13. Establish and monitor key performance indicators for everything you can.
14. Research, execute and monitor best practices and industry benchmarks.
15. Seek first to understand, then to be understood.
16. Study the history of advertising, business and sociology as much as the current fads and trends.
17. Remember that top-line sales revenue drive every business.
18. Work to understand, support and collaborate with your clients, team and vendors, and always seek win-win solutions for long-term relationships.
19. On landing pages, clarity and simplicity usually trump persuasion.
20. Never fall in love with any one channel or platform so that you become biased and blind to other channels and opportunities. There is never just one tool, answer or solution when it comes to communications. An integrated marketing approach means that you use the best set of tools for the job. This requires a communications generalist to see and understand the intricacies of the entire communications landscape, and how each piece works with, builds on and supports the next.