Winslow-Rubin: Boca Raton, Fort Lauderdale, South Florida Public Relations

Winslow-Rubin Communications, Inc.
621 NW 53rd Street, Suite 240
Boca Raton, FL 33487
Telephone: 561-392-6050


Growing Your Business
Shouldn't Shrink Your Profits


How to maximize your marketing dollars and stand out in the marketplace

There are infinite ways to spend your advertising, PR and marketing dollars, but only a few will pay off. How do you know which strategies will work? Once you decide, how do you make them work?
In a crowded marketplace, it's tough to stand out. You face numerous challenges:
·  Oversaturation of ads, publicity and commercial messages
·  Emerging media
·  Changing marketing rules
·  Limited budgets
·  Overall economic conditions
·  Consumer indifference

How do businesses react? Typically, executives will say, "Run some ads!" "Get some press!" or "Quick, setup (or refine) our Web site!" Those may be legitimate strategies, but are they right for your business? Will they really accomplish what you need? How and when should they be used?


What marketing pros can do for you
Professional, objective marketing expertise will help you:
·  Determine your key market advantages and weaknesses
·  Understand different strategies and apply them to your business
·  Manage crises
·  Develop training programs for leadership and staff to maximize their business development skills
·  Examine your current business development strategies
·  Manage your company's reputation

First, determine your goals
Your marketing campaign will succeed only with clearly understood goals and methodical planning. What do you want to achieve? What key issues need to be addressed and what are your true priorities?
·  Sell more products or services
·  Cross-sell your products or services
·  Build your identity
·  Rebuild your identity
·  Educate your customers or clients about your business

Effective marketers can help you develop and implement strategies and tactics to achieve those goals.


Prior to kickoff
To help focus and clarify your mission, it is essential to assemble the following before embarking on a marketing campaign.
·  A profile of your organization (when founded, size, products/services, etc.)
·  Company mission
·  Key markets
·  Issues or special areas of concern
·  Evaluation of current or past marketing efforts
·  Any market or public opinion research about your organization
·  Inventory and assessment of collateral materials, advertising, etc.
·  Budget and commitment parameters
·  Pertinent litigation
·  Special circumstances that would affect any aspect of the marketing program

When and how to select a firm
The best time to consult marketing experts for an established company is before a major decision is made; for a new company, it is prior to launch. In this way, you can prevent or reduce problems and maximize opportunities.
When selecting a firm, make sure that the principal of the agency will be directly involved in serving you; that the firm offers a range of services; that its professionals have sufficient depth of professional qualifications; that if they don't have the talent on staff, they can recruit specialized outside experts with whom they have a successful track record. It is important that they spend the time to understand you, your goals and your company; that their learning curve is relatively short; and that they work efficiently and effectively, requiring but respecting your time.

Find out how they approach a challenge, how they analyze problems and opportunities. Do they think strategically? Different goals for different parts of your business may require multiple approaches. It's important that marketing experts possess the agility to apply their knowledge and experience to your unique situation.


A trumpet and a hearing aid
Effective marketers should help you promote your business and also present for your benefit input and intelligence from your clients, customers, competitors and industry. They need to articulate well, know how to listen and ask the right questions.
Finally, chemistry is important: Can you get along? Is there personal rapport? Can you brainstorm with them? Can they come up with new ideas or act as a catalyst for new ideas? Are they flexible? Do you have a shared sense of mission?
Business management and the methods of delivering goods and services are rapidly evolving, and there is no shortage of people willing - for a fee - to help you market your business. But like any professionals, no two marketers are alike. Exceptional marketers bring to bear on your behalf an abundance of experience, training and imagination. They will understand your business as it is now and help move it to where it should be, realizing its full potential.