In April 2012, Avant Marketing Group solicited participation in an online poll with 350
Marketing Executives from the Agricultural, Manufacturing and Financial Services business
segments.
The results of the poll reflect that the majority of respondents planned for an improved 2012
sales year with 1st quarter results tracking to forecast. In addition, the majority of
respondents expect year-end sales to either meet or exceed expectations – yet over half have
been conservative and cautious with marketing spending and less than one-third are planning
on adding marketing staff to their organization.
1. Sixty-eight (67.6%) of respondents forecasted increased sales in 2012
compared to 2011 actual. Another 29.4% forecasted flat sales and 2.9%
forecasted decreased sales.
2. Based on 2012 1st Quarter results, 67.6% of respondents state that sales
are tracking to forecast, 14.7% state that sales are higher than forecast
and 17.6% state that sales are lower than forecast.
3. Similarly, 67.6% of respondents expect total 2012 sales to meet
forecast, 26.5% expect sales to exceed forecast and 5.9% expect sales to
be lower than forecast.
4. Ironically, 55.9% of respondents state that they have been
conservative and cautious in their marketing investment so far into 2012
– waiting until they have a good read on the economy. Another 26.5%
have been confident and are aggressively investing their marketing
budget. In addition, 14.7% have already increased their marketing
budget and 2.9% have already decreased their marketing budget.
For a copy of the full research report, contact Mark Vogel: vogelm@avantmarketing.com.
Friday, April 27, 2012
Tuesday, April 24, 2012
Downtown Medford Oregon Selects Avant Marketing Group for Brand Identity Development
(St. Louis, Missouri – 4/24/2012) – The Heart of Medford Association has selected the Avant Marketing Group to develop a new brand platform, name and tagline for the downtown Medford business district. The business district serves a market population of over 400,000 in the Jackson County area of Southern Oregon.
“We selected Avant based on the firm’s brand and municipal experience and expertise,” states Diane Raymond, Executive Director. “We are delighted to work with a professional firm that can bring us an outside perspective to our identity as we go forward with our branding and marketing efforts.”
Avant will analyze existing research to formalize a brand platform for the business district. This will be used to create a sustainable brand identity and positioning to be used in future marketing efforts.
Downtown Medford has witnessed tremendous investment and rejuvenation in the past several years. With the support of over 30 restaurants, as well as a variety of retail and service businesses, efforts have been focused on formal marketing strategies to attract more people to the district.
Avant Marketing Group is a market planning firm located in St. Louis, Missouri. The firm provides market research, brand development and market planning to a variety of clients in both the private and public sectors.
“We selected Avant based on the firm’s brand and municipal experience and expertise,” states Diane Raymond, Executive Director. “We are delighted to work with a professional firm that can bring us an outside perspective to our identity as we go forward with our branding and marketing efforts.”
Avant will analyze existing research to formalize a brand platform for the business district. This will be used to create a sustainable brand identity and positioning to be used in future marketing efforts.
Downtown Medford has witnessed tremendous investment and rejuvenation in the past several years. With the support of over 30 restaurants, as well as a variety of retail and service businesses, efforts have been focused on formal marketing strategies to attract more people to the district.
Avant Marketing Group is a market planning firm located in St. Louis, Missouri. The firm provides market research, brand development and market planning to a variety of clients in both the private and public sectors.
Thursday, April 19, 2012
What Would Have Our World Looked Like Without Dick Clark?
Radio Disc Jockeys don't normally earn tributes. In 1956, a very young Philadelphia DJ was given the opportunity to take his high school dance show nationwide and American Bandstand was born. Dick Clark become a regular in our Saturday television viewing. His contributions to our American culture cannot be overlooked.
In the 1950s, popular music was not integrated. In fact, most charted hits were recorded and produced by both white and black artists and marketed separately under different labels. It was Dick Clark that opened the opportunity for that decade's black artists to go mainstream. From Chubbie Checker to Gladys Knight, Clark's open-mindedness and courage changed the color of music from that point on.
Before Dick Clark, artists and record promoters most effective promotion was the bus tour across the country. Driving from town-to-town, musicians would make an appearance on the local radio station and then perform live that evening. Dick Clark is responsible for developing the music industry that we know today. By producing a television show targeted to teenagers and featuring music and artists that were previously only promoted on radio, he evolved the entire music industry and assisted its phenominal growth that was witnessed in the 60s and 70s.
Most importantly, Dick Clark defined the teenage market. Before American Bandstand, marketers ignored the under-21 audience believing that there was no consumer market unless you reached legal age. Marketers soon realized that American teenagers are key purchase decision-makers, do have disposable income and are the essential innovator segment for many trends --not only fashion and music trends, but even today as reflected in technology adaption.
If we were to rate Dick Clark's career and his contributions to our culture based on his Rate-A-Record segment, we give Dick a big "Thumbs Up". Dick, you were "easy to dance to and had a nice beat". Your legacy and marketing insight will live for many years to come.
For now...Dick Clark....so long.
In the 1950s, popular music was not integrated. In fact, most charted hits were recorded and produced by both white and black artists and marketed separately under different labels. It was Dick Clark that opened the opportunity for that decade's black artists to go mainstream. From Chubbie Checker to Gladys Knight, Clark's open-mindedness and courage changed the color of music from that point on.
Before Dick Clark, artists and record promoters most effective promotion was the bus tour across the country. Driving from town-to-town, musicians would make an appearance on the local radio station and then perform live that evening. Dick Clark is responsible for developing the music industry that we know today. By producing a television show targeted to teenagers and featuring music and artists that were previously only promoted on radio, he evolved the entire music industry and assisted its phenominal growth that was witnessed in the 60s and 70s.
Most importantly, Dick Clark defined the teenage market. Before American Bandstand, marketers ignored the under-21 audience believing that there was no consumer market unless you reached legal age. Marketers soon realized that American teenagers are key purchase decision-makers, do have disposable income and are the essential innovator segment for many trends --not only fashion and music trends, but even today as reflected in technology adaption.
If we were to rate Dick Clark's career and his contributions to our culture based on his Rate-A-Record segment, we give Dick a big "Thumbs Up". Dick, you were "easy to dance to and had a nice beat". Your legacy and marketing insight will live for many years to come.
For now...Dick Clark....so long.
Monday, March 19, 2012
Business Journals Provides Advice on Enterprise Branding
The Business Journals has published a video on branding and when a branding firm is needed. Go to: http://www.bizjournals.com/bizjournals/how-to/video/lmZW9jMzp9BjXLMLYSuj5Dk8_msBJYDL
Saturday, March 3, 2012
UNIVERSITY CITY IS THE ‘NEIGHBORHOOD TO THE WORLD’
UNIVERSITY CITY, Mo., March 3, 2012—In celebration of the diversity of University City’s residents and its notably vibrant neighborhood culture, Mayor Shelley Welsch unveiled the City of University City’s new brand identity – “Neighborhood to the World™”—at the city’s “Celebration of Diversity” event on March 3, 2012.
The “Celebration of Diversity” event was held at University City’s Centennial Commons recreational complex and included information booths from dozens of local organizations—all representing the religious and ethnic diversity of the City. The International Folk Dance Association of University City provided a live dance performance for guests and local restaurants provided refreshments.
The new identity is the result of a formalized branding process undertaken by the City that included input from residents, businesses and community leaders.
“Our new community identity, ‘Neighborhood to the World’ captures the true brand essence of University City,” commented Mayor Shelley Welsch. “It embodies both our pride in our neighborhoods and residences as well as the fact that we are one of the most diverse and welcoming communities within the region.”
University City is at the leading-edge of municipal branding as more and more communities understand the importance of identifying their assets through formalized branding. As competition grows to attract residents, tourists, as well as business, branding provides a differentiated identity that assists communities in promoting and communicating their true core assets.
The University City branding effort began in August 2011. City Manager Lehman Walker charged the Avant Marketing Group, the City’s public communications and marketing firm, to develop a renewed identity for the City that would assist in promoting both the opportunities and quality way of life in the community.
“The Avant Marketing Group provided a formalized analytical approach to define our identity,” stated Walker. “Through focus groups, one-on-one interviews and online surveys, the new identity was developed based on community input and will highly resonate with our residents because of its source.”
The market research included focus groups with 39 residents and business leaders, over 25 one-on-one interviews with key community and business leaders, and participation from over 80 residents through an online survey.
Through the research, several key community attributes were identified. University City residents value the City’s central location, its arts & culture, parks & recreation, and the friendliness of the residents. Most importantly, the research identified University City as a vibrant residential community that is diverse, progressive and open-minded.
“Our diversity provides tolerance and an energy that is not found in other communities,” remarked Mayor Welsch. “It prepares us to be a global community and allows us to attract the best and the brightest in both people and business as we continue to grow.”
The new brand identity is consistent with strategies employed by many communities that now understand that the competitive arena is no longer just local or regional, but global in scope.
“While most communities in this area are focused on regional competition, our new brand identity elevates University City to a much higher competitive level,” says Walker. “We have the assets, diversity and progressive mindset to attract investment in our community on a global basis. Regardless of ethnicity or nationality, you will find our community welcoming, a true place to call home. ‘Neighborhood to the World’ is not just a slogan, but an open invitation to both individuals and businesses that are seeking a progressive and eclectic environment in which to live, work or play.”
The new brand identity will begin appearing on City signage and in communications. It will be used in the City’s economic development efforts and as a “calling card” for all marketing and promotional efforts. In addition, the new identity will be featured in several new planned City communications activities including a resident newsletter and website that will assist in the communication needs of residents, businesses, newcomers, tourists and business prospects.
Thursday, March 1, 2012
Why Your Annual Marketing Plan Might Be Doomed For Failure
Okay, we all have been taught that the most effective way to manage business and marketing efforts is through an annual plan that defines objectives, strategies, budgets and schedules. Right?
Unfortunately in today’s dynamic environment, companies that are directing their marketing efforts through an annual plan may find themselves at a tremendous competitive disadvantage…here’s why:
1. This is the type of year where annual sales forecasts are extremely unpredictable. There are certain industry’s that are seeing tremendous growth spurts while others are slowly lagging. In this type of economic environment, sales forecasts are more predictable if done month-by-month versus on an annual basis.
2. Consumer trends (and even business-to-business trends) are reflecting tremendous movement. Adoption is accelerated based on consumer confidence, technological advances and financial security. Add on top of that the guaranteed demographic changes and you will see a market that is dramatically and significantly changing. With several product categories ensured pent-up demand, it’s difficult to estimate when the purchasing floodgates will be opened from an annual basis.
3. Consumer behavior and how we communicate to them is changing as rapidly as the trend lines. Two years ago who would have predicted the number of 50+ consumers subscribing to social media sites or the dramatic decrease in telephone landlines? Marketing communications is more spontaneous and interactive than ever before. A marketing plan developed six months ago might be obsolete in reaching next month’s market.
4. Marketing managers, just like consumers, are hesitant to spend marketing dollars until they have a strong confidence in return-on-investment. No one wants to be caught overspending based on sales. This tendency leads to slow investment at the beginning of the year and accelerated spending in the later part of the year. By managing marketing budgets on an annual basis, you might be under serving your market potential based on this simple fact. This not only eliminates any growth potential but hands over market share points to your competition – particularly new entries into your market.
So how do you plan to stay in pace with the dynamic market?
We suggest companies establish budget parameters on an annual basis, but create specific marketing plans on a quarterly basis. In this way, you have the ability to make critical adjustments that are driven more from immediate marketing and sales data.
The whole point is that market planning should address both short-term and long-term sales objectives. Don’t just be cost-of-sales overhead but create a market plan and environment that is as dynamic as your marketplace. Smart marketers keep pace with the market by identifying the key trends that can be taken advantage of for increased sales and market share.
Unfortunately in today’s dynamic environment, companies that are directing their marketing efforts through an annual plan may find themselves at a tremendous competitive disadvantage…here’s why:
1. This is the type of year where annual sales forecasts are extremely unpredictable. There are certain industry’s that are seeing tremendous growth spurts while others are slowly lagging. In this type of economic environment, sales forecasts are more predictable if done month-by-month versus on an annual basis.
2. Consumer trends (and even business-to-business trends) are reflecting tremendous movement. Adoption is accelerated based on consumer confidence, technological advances and financial security. Add on top of that the guaranteed demographic changes and you will see a market that is dramatically and significantly changing. With several product categories ensured pent-up demand, it’s difficult to estimate when the purchasing floodgates will be opened from an annual basis.
3. Consumer behavior and how we communicate to them is changing as rapidly as the trend lines. Two years ago who would have predicted the number of 50+ consumers subscribing to social media sites or the dramatic decrease in telephone landlines? Marketing communications is more spontaneous and interactive than ever before. A marketing plan developed six months ago might be obsolete in reaching next month’s market.
4. Marketing managers, just like consumers, are hesitant to spend marketing dollars until they have a strong confidence in return-on-investment. No one wants to be caught overspending based on sales. This tendency leads to slow investment at the beginning of the year and accelerated spending in the later part of the year. By managing marketing budgets on an annual basis, you might be under serving your market potential based on this simple fact. This not only eliminates any growth potential but hands over market share points to your competition – particularly new entries into your market.
So how do you plan to stay in pace with the dynamic market?
We suggest companies establish budget parameters on an annual basis, but create specific marketing plans on a quarterly basis. In this way, you have the ability to make critical adjustments that are driven more from immediate marketing and sales data.
The whole point is that market planning should address both short-term and long-term sales objectives. Don’t just be cost-of-sales overhead but create a market plan and environment that is as dynamic as your marketplace. Smart marketers keep pace with the market by identifying the key trends that can be taken advantage of for increased sales and market share.
Tuesday, February 28, 2012
UNIVERSITY CITY TO UNVEIL NEW BRAND IDENTITY
UNIVERSITY CITY, Mo., Feb. 24, 2012--The City of University City will unveil its new brand identity at the city’s “Celebration of Diversity” community event on March 3, 2012. The event will be held from 6 p.m. to 9 p.m. at Centennial Commons and is free and open to residents and non-residents.
The celebration will include performances by local groups and musicians, information tables hosted by local organizations and institutions, refreshments and more. A special presentation by Mayor Shelley Welsch will begin at 7 p.m. and will include the unveiling of the city’s new brand identity.
“The new identity is the result of a formalized branding process undertaken by the City that included input from residents, businesses and community leaders,” said Mayor Shelley Welsch. “Our new community identity captures the true brand essence of University City.”
University City is at the leading-edge of municipal branding as more and more communities understand the importance of identifying their assets through formalized branding. As competition grows to attract residents, tourists, as well as business, branding provides a differentiated identity that assists communities in promoting and communicating their true core assets.
The University City branding effort began in August 2011. As part of their assignment, City Manager Lehman Walker charged the Avant Marketing Group, the City’s public communications and marketing firm, to develop a renewed identity for the City that would assist in promoting both the opportunities and quality way of life in the community.
“The Avant Marketing Group provided a formalized analytical approach to define our identity,” stated Walker. “Through focus groups, one-on-one interviews and online surveys, the new identity was developed based on community input and will highly resonate with our residents because of its source.”
The market research was a community-wide engagement effort and included focus groups with 39 residents and business leaders, over 25 one-on-one interviews with key community and business leaders, and participation from over 80 residents through an online survey.
The new brand identity will begin appearing on City signage and in communications. It will be used in the City’s economic development efforts and as a “calling card” for all marketing and promotional efforts. In addition, the new identity will be featured in several new planned City communications activities including a resident newsletter and website that will assist in the communication needs of residents, businesses, newcomers, tourists and business prospects.
The celebration will include performances by local groups and musicians, information tables hosted by local organizations and institutions, refreshments and more. A special presentation by Mayor Shelley Welsch will begin at 7 p.m. and will include the unveiling of the city’s new brand identity.
“The new identity is the result of a formalized branding process undertaken by the City that included input from residents, businesses and community leaders,” said Mayor Shelley Welsch. “Our new community identity captures the true brand essence of University City.”
University City is at the leading-edge of municipal branding as more and more communities understand the importance of identifying their assets through formalized branding. As competition grows to attract residents, tourists, as well as business, branding provides a differentiated identity that assists communities in promoting and communicating their true core assets.
The University City branding effort began in August 2011. As part of their assignment, City Manager Lehman Walker charged the Avant Marketing Group, the City’s public communications and marketing firm, to develop a renewed identity for the City that would assist in promoting both the opportunities and quality way of life in the community.
“The Avant Marketing Group provided a formalized analytical approach to define our identity,” stated Walker. “Through focus groups, one-on-one interviews and online surveys, the new identity was developed based on community input and will highly resonate with our residents because of its source.”
The market research was a community-wide engagement effort and included focus groups with 39 residents and business leaders, over 25 one-on-one interviews with key community and business leaders, and participation from over 80 residents through an online survey.
The new brand identity will begin appearing on City signage and in communications. It will be used in the City’s economic development efforts and as a “calling card” for all marketing and promotional efforts. In addition, the new identity will be featured in several new planned City communications activities including a resident newsletter and website that will assist in the communication needs of residents, businesses, newcomers, tourists and business prospects.
Monday, February 27, 2012
What is Planned for 2012?
What's being planned for 2012? Take three minutes to participate in our confidential online survey about anticipated sales and planned marketing allocations. By participating, you can get a copy of the results. Go to: https://www.surveymonkey.com/s/avantbusinessexpectations
Wednesday, February 22, 2012
Southern Group of State Foresters Selects Avant Marketing Group for Forest Products Marketing Coordination
St. Louis, Missouri/February 22, 2012 – The Southern Group of State Foresters (SGSF) has selected the Avant Marketing Group to coordinate its Forest Products Marketing. The SGSF is a non-profit organization made up of State Foresters from 13 Southern States, Commonwealth of Puerto Rico and the U.S. Virgin Islands.
According to Mike Zupko, Executive Director of SGSF and Chair of the SGSF Services, “Avant’s experience and expertise in the timber and building products categories will assist in the marketing efforts of our organization.”
Mark Vogel, Avant Senior Partner will lead the project management efforts for this initiative.
The SGSF mission is to provide leadership in sustaining the economic, environmental, and social benefits of the South's forests. The group of State Foresters works together to identify and to address existing and emerging issues and challenges that are important to southern forests and citizens. More information about the organization can be found on its website: http://www.southernforests.org.
Avant Marketing Group is a market planning firm located in St. Louis, Missouri. The experienced group of professionals provides market research and planning with specialization in enterprise brand development, market communications, market segmentation, channel strategies and new product development.
According to Mike Zupko, Executive Director of SGSF and Chair of the SGSF Services, “Avant’s experience and expertise in the timber and building products categories will assist in the marketing efforts of our organization.”
Mark Vogel, Avant Senior Partner will lead the project management efforts for this initiative.
The SGSF mission is to provide leadership in sustaining the economic, environmental, and social benefits of the South's forests. The group of State Foresters works together to identify and to address existing and emerging issues and challenges that are important to southern forests and citizens. More information about the organization can be found on its website: http://www.southernforests.org.
Avant Marketing Group is a market planning firm located in St. Louis, Missouri. The experienced group of professionals provides market research and planning with specialization in enterprise brand development, market communications, market segmentation, channel strategies and new product development.
Avant Case Study: Tiryaki Agro
In terms of food and grain processors, you may know the brands ADM, Bunge and Cargill, but have you ever heard of Tiryaki Agro?
The Avant Marketing Group was challenged with the assignment to rebrand Eastern Europe's leading food processor. Tiryaki started its commercial activities by opening up a lentil processing facility. After 30 years, Tiryaki is today a leading agri-business and food company that operates over 80 countries around the globe. Tiryaki is Turkey's biggest private sector company and exporter in the agro foods industry, buys grains, pulses, dried nuts and oil seeds from growers, transports them, processes them to food manufacturers who market them to consumers at retail. As an agricultural commodities company, Tiryaki provides a pathway by which products grown by farmers are turned into the foods that are served worldwide.
Strategically located at a key crossroad of trade for emerging economies, Tiryaki sources food from over 25 countries and export to more than 80 countries on five continents. Tiryaki is also the world's biggest certificated organic wheat exporter and the top player in the pistachios market.
Avant was challenged to develop a new corporate identity for Tiryaki. Using our proprietary Brand Development Process, we conducted market research with company leadership, employees and customers. This resulted in defining a formal Brand Platform.
Key elements of the new Tiryaki Brand Platform included its Vision, Mission and Shared Values that resonate with all stakeholders.
Vision -- To become a regional power in our industry, targeting the Mediterranean, Black Sea, Middle East and North Africa regions.
Mission -- To contribute to the sustainability and easier supply of the basic foods for the economic and healthy nutrition of both present and future generations.
Values -- Diligence, honesty, reliability, fairness, modesty, challenging.
Our assignment took us to Istanbul (administrative headquarters) and Gaziantep (operations headquarters) to conduct the work. Cultural and language differences always make assignments more complex, but Avant drove deep into both the Turkish and company cultures to complete this assignment.
The new brand identity can be viewed at http://www.tiryaki.net.
In terms of a Brand Essence that resonates with both employees and customers, Avant developed the Turkish term, "iyi insanlar. Bereketli topraklar." In English, the Brand Essence simply translates to "Good People. Good Earth."
We would like to thank Tiryaki for this assignment and allowing us to gain tremendous insight into their organization and the agricultural commodities markets of Eastern Europe. We would also like to thank Pro Wolfe Partners who collaborated with us on this project and is responsible for the graphic logo design.
The next time you snack on a pistachio, you now know the "Good People and Good Earth" that is most likely behind the product.
For more information about Avant's Brand Development Process or about our "Living the Brand" brand management approach to marketing, please contact us at http://www.avantmarketing.com.
The Avant Marketing Group was challenged with the assignment to rebrand Eastern Europe's leading food processor. Tiryaki started its commercial activities by opening up a lentil processing facility. After 30 years, Tiryaki is today a leading agri-business and food company that operates over 80 countries around the globe. Tiryaki is Turkey's biggest private sector company and exporter in the agro foods industry, buys grains, pulses, dried nuts and oil seeds from growers, transports them, processes them to food manufacturers who market them to consumers at retail. As an agricultural commodities company, Tiryaki provides a pathway by which products grown by farmers are turned into the foods that are served worldwide.
Strategically located at a key crossroad of trade for emerging economies, Tiryaki sources food from over 25 countries and export to more than 80 countries on five continents. Tiryaki is also the world's biggest certificated organic wheat exporter and the top player in the pistachios market.
Avant was challenged to develop a new corporate identity for Tiryaki. Using our proprietary Brand Development Process, we conducted market research with company leadership, employees and customers. This resulted in defining a formal Brand Platform.
Key elements of the new Tiryaki Brand Platform included its Vision, Mission and Shared Values that resonate with all stakeholders.
Vision -- To become a regional power in our industry, targeting the Mediterranean, Black Sea, Middle East and North Africa regions.
Mission -- To contribute to the sustainability and easier supply of the basic foods for the economic and healthy nutrition of both present and future generations.
Values -- Diligence, honesty, reliability, fairness, modesty, challenging.
Our assignment took us to Istanbul (administrative headquarters) and Gaziantep (operations headquarters) to conduct the work. Cultural and language differences always make assignments more complex, but Avant drove deep into both the Turkish and company cultures to complete this assignment.
The new brand identity can be viewed at http://www.tiryaki.net.
In terms of a Brand Essence that resonates with both employees and customers, Avant developed the Turkish term, "iyi insanlar. Bereketli topraklar." In English, the Brand Essence simply translates to "Good People. Good Earth."
We would like to thank Tiryaki for this assignment and allowing us to gain tremendous insight into their organization and the agricultural commodities markets of Eastern Europe. We would also like to thank Pro Wolfe Partners who collaborated with us on this project and is responsible for the graphic logo design.
The next time you snack on a pistachio, you now know the "Good People and Good Earth" that is most likely behind the product.
For more information about Avant's Brand Development Process or about our "Living the Brand" brand management approach to marketing, please contact us at http://www.avantmarketing.com.
Friday, January 27, 2012
Another Avant Success Story -- Solutia Sold to Eastman Chemical
Congratulations to Solutia and Jeff Quinn and his team on the announcement of Solutia's sale to Eastman Chemical Co. Eastman will pay Solutia investors $22 in cash and 0.12 of an Eastman share for each of their shares. The cash and stock offer, valuing Solutia shares at $27.65 each, is 42 percent higher than Solutia's recent closing price.
See full article at:
http://www.bizjournals.com/stlouis/blog/2012/01/sale-of-solutia-is-quinns-story-too.html?surround=etf&ana=e_article
Avant had the opportunity to assist Solutia in developing its new brand identity in 2010. The "team of 100 employees" that was set up to bolster morale and to spread the Solutia gospel was part of Avant's "Living the Brand" training that included train-the-trainer workshops in St. Louis, Shanghai, Sao Paulo and Brussels. All 3,000 employees celebrated the brand launch and attended workshops around the globe.
Solutia is another example of how proper brand development investment pays dividends.
See full article at:
http://www.bizjournals.com/stlouis/blog/2012/01/sale-of-solutia-is-quinns-story-too.html?surround=etf&ana=e_article
Avant had the opportunity to assist Solutia in developing its new brand identity in 2010. The "team of 100 employees" that was set up to bolster morale and to spread the Solutia gospel was part of Avant's "Living the Brand" training that included train-the-trainer workshops in St. Louis, Shanghai, Sao Paulo and Brussels. All 3,000 employees celebrated the brand launch and attended workshops around the globe.
Solutia is another example of how proper brand development investment pays dividends.
Thursday, January 19, 2012
Seasoned Market Researcher Joins Avant Marketing Group
(January 19, 2012 – St. Louis, MO) – The Avant Marketing Group is pleased to announce the addition of Jim Kramer to its market research and planning staff.
Kramer comes to Avant Marketing from Market Probe where he held the position of Vice President – Account Management for 12 years. He will be responsible for Avant Marketing’s research and analysis functions in the areas of consumer, business-to-business, and agriculture and animal health research.
“Jim is a great complement to our existing staff,” commented Mark Vogel, senior partner. “His immense knowledge and experience will assist us in our continued efforts to provide unmatched research and planning for our diverse group of clients.”
Kramer received his BA and MBA from the University of Wisconsin – Whitewater. His experience includes quantitative and qualitative research with both domestic and international projects.
Avant Marketing Group is a market planning firm located in St. Louis, Missouri. The experienced group of professionals provides market research and planning with specialization in enterprise and municipal brand development, market segmentation, channel strategies and new product development.
Kramer can be reached at kramerj@avantmarketing.com or by visiting the firm’s website at http://www.avantmarketing.com.
Kramer comes to Avant Marketing from Market Probe where he held the position of Vice President – Account Management for 12 years. He will be responsible for Avant Marketing’s research and analysis functions in the areas of consumer, business-to-business, and agriculture and animal health research.
“Jim is a great complement to our existing staff,” commented Mark Vogel, senior partner. “His immense knowledge and experience will assist us in our continued efforts to provide unmatched research and planning for our diverse group of clients.”
Kramer received his BA and MBA from the University of Wisconsin – Whitewater. His experience includes quantitative and qualitative research with both domestic and international projects.
Avant Marketing Group is a market planning firm located in St. Louis, Missouri. The experienced group of professionals provides market research and planning with specialization in enterprise and municipal brand development, market segmentation, channel strategies and new product development.
Kramer can be reached at kramerj@avantmarketing.com or by visiting the firm’s website at http://www.avantmarketing.com.
Wednesday, November 30, 2011
The Power of the Right Branding
We commonly come in contact with companies that are frustrated with their new business development. They blame the lack of budget for their woes and wish they could increase brand awareness to attract prospects. They all make the similar comment, "If prospects only knew what we offer and how good of job we do for our customers -- we would have great sales growth!"
For some, it is not a matter of marketing budget but the lack of proper branding. Without the proper brand positioning, your product and superior performance could be your best kept secret.
Your brand provides you with the most impact and visibility regardless of the size of your advertising budget. From the sign on your office door, the front lobby receptionist to every customer contact, your brand gives you the opportunity to tell the world who you are and what you are all about. If your brand does not do that in a differentating way with conviction, it's time for you to revisit your brand platform.
Powerful brands do not need to be that complexed. Take for example the law firm Levenfeld Pearlstein. With its website as an important marketing channel, this law firm expresses its "reason for being" as simply "Unusually Good". The positioning promotes a tone and personality not normally associated with lawyers. It offers a promise as well as it sets the bar for performance for each and every employee.
The Avant Brand Development Process provides enterprises with the ability to define the correct Brand Platform that perfectly tells your story to the world. Not only does the process maximize your brand impact and communications, but it truly becomes the "rallying cry" that promotes high performance within your organization.
Be looking for the new brand identities for two clients in one of our favorite categories -- municipalities. The new brand identities for Salinas, California and University City, Missouri are scheduled for launch in early in 2012. Both brands are focused on increasing city affinity with residents while attracting prospects in both the residential and business categories.
For some, it is not a matter of marketing budget but the lack of proper branding. Without the proper brand positioning, your product and superior performance could be your best kept secret.
Your brand provides you with the most impact and visibility regardless of the size of your advertising budget. From the sign on your office door, the front lobby receptionist to every customer contact, your brand gives you the opportunity to tell the world who you are and what you are all about. If your brand does not do that in a differentating way with conviction, it's time for you to revisit your brand platform.
Powerful brands do not need to be that complexed. Take for example the law firm Levenfeld Pearlstein. With its website as an important marketing channel, this law firm expresses its "reason for being" as simply "Unusually Good". The positioning promotes a tone and personality not normally associated with lawyers. It offers a promise as well as it sets the bar for performance for each and every employee.
The Avant Brand Development Process provides enterprises with the ability to define the correct Brand Platform that perfectly tells your story to the world. Not only does the process maximize your brand impact and communications, but it truly becomes the "rallying cry" that promotes high performance within your organization.
Be looking for the new brand identities for two clients in one of our favorite categories -- municipalities. The new brand identities for Salinas, California and University City, Missouri are scheduled for launch in early in 2012. Both brands are focused on increasing city affinity with residents while attracting prospects in both the residential and business categories.
Saturday, November 26, 2011
Is the Penn State Brand Too Tainted for Bowl Selection?
We all feel the disgrace caused by the scandal at Penn State. For many, Saturday College Football is a few hours of sanctuary from real life issues. When that sanctuary is invaded, it affects us all.
With its winning season, Penn State is bowl eligible. But from a branding standpoint, would it be good judgment for any bowl committee to invite a school that is under such scrutiny? Would any major bowl inherit the negativity that currently surrounds the school and athletic program?
This will be a hard decision for any bowl committee. From a financial standpoint, Penn State is a good choice. It is one of the largest schools in the Big Ten and its fan base travels well -- a bowl invitation would ensure a solid revenue and income base for the bowl venue.
Yet, with the ongoing investigation and potential cover-up, how can any bowl committee invite a school that will not only put it on the sports page but also on the front page with further scandal exposure?
Bowl committees should keep in mind that the players did nothing wrong. They deserve to be rewarded for a winning season – particularly making it through the turmoil that they faced this year. Second, the moral and ethical standards of an institution are not fully destroyed by the actions of a few. There is no group of people more disgraced than Penn State Alumni. The shameful actions of a few are shared by many – that is a basic law of brand affinity – you share in both the good and the bad attributes when you establish that affinity. But an institution’s standards and ethics do remain and must be reinforced by all who call Penn State home.
The current scandal should not negate Penn State from bowl play. It can provide the school the opportunity to reinforce its high standards and moral substance and declare to everyone that the institution is stronger than the actions of a few. It would also provide Penn State the opportunity to donate its bowl revenues to a deserving child abuse organization or charity.
There is a need for quality institutions to believe in. A quality Penn State brand is needed for its students, its alumni and by all of us who may not share in the value of the Penn State institution, but in the institution of collegiate academics and athletics.
With its winning season, Penn State is bowl eligible. But from a branding standpoint, would it be good judgment for any bowl committee to invite a school that is under such scrutiny? Would any major bowl inherit the negativity that currently surrounds the school and athletic program?
This will be a hard decision for any bowl committee. From a financial standpoint, Penn State is a good choice. It is one of the largest schools in the Big Ten and its fan base travels well -- a bowl invitation would ensure a solid revenue and income base for the bowl venue.
Yet, with the ongoing investigation and potential cover-up, how can any bowl committee invite a school that will not only put it on the sports page but also on the front page with further scandal exposure?
Bowl committees should keep in mind that the players did nothing wrong. They deserve to be rewarded for a winning season – particularly making it through the turmoil that they faced this year. Second, the moral and ethical standards of an institution are not fully destroyed by the actions of a few. There is no group of people more disgraced than Penn State Alumni. The shameful actions of a few are shared by many – that is a basic law of brand affinity – you share in both the good and the bad attributes when you establish that affinity. But an institution’s standards and ethics do remain and must be reinforced by all who call Penn State home.
The current scandal should not negate Penn State from bowl play. It can provide the school the opportunity to reinforce its high standards and moral substance and declare to everyone that the institution is stronger than the actions of a few. It would also provide Penn State the opportunity to donate its bowl revenues to a deserving child abuse organization or charity.
There is a need for quality institutions to believe in. A quality Penn State brand is needed for its students, its alumni and by all of us who may not share in the value of the Penn State institution, but in the institution of collegiate academics and athletics.
Friday, November 11, 2011
Avant to Assist Veterans with Market Planning Assistance
St. Louis – Nov. 11, 2011 – The Avant Marketing Group, a market planning firm in St. Louis, has established an assistance program for veterans returning from military service who are interested in establishing their own entrepreneurial businesses.
“Returning veterans are finding the job market tough,” states Avant partner, Mark Buckley.
“U.S. troops who fought in Iraq and Afghanistan are faced with an alarmingly high jobless rate of 13.3 percent. While the economy is showing signs of improvement, finding a job is still difficult for many veterans. Many may elect to investigate the opportunities in starting their own business or expanding a family business and we want to help,” commented Buckley.
While there has been additional emphasis in the hiring of veterans with tax incentives for businesses, there is little assistance for a veteran who wants to plan his own business after returning to civilian life.
The Avant Marketing Group will offer market and business planning advice to those veterans. Through consultation with the firm, a veteran can receive business and marketing advice including market analysis, brand positioning and initial strategic plans to assist business development efforts.
Returning veterans can contact the Avant Marketing Group through its web site: www.avantmarketing.com.
The Avant Marketing Group was founded in 2004 and serves both domestic and international clients with brand development, market planning and research. The firm recently relocated offices to 6 The Pines Court, Suite E in St. Louis, Missouri.
“Returning veterans are finding the job market tough,” states Avant partner, Mark Buckley.
“U.S. troops who fought in Iraq and Afghanistan are faced with an alarmingly high jobless rate of 13.3 percent. While the economy is showing signs of improvement, finding a job is still difficult for many veterans. Many may elect to investigate the opportunities in starting their own business or expanding a family business and we want to help,” commented Buckley.
While there has been additional emphasis in the hiring of veterans with tax incentives for businesses, there is little assistance for a veteran who wants to plan his own business after returning to civilian life.
The Avant Marketing Group will offer market and business planning advice to those veterans. Through consultation with the firm, a veteran can receive business and marketing advice including market analysis, brand positioning and initial strategic plans to assist business development efforts.
Returning veterans can contact the Avant Marketing Group through its web site: www.avantmarketing.com.
The Avant Marketing Group was founded in 2004 and serves both domestic and international clients with brand development, market planning and research. The firm recently relocated offices to 6 The Pines Court, Suite E in St. Louis, Missouri.
Friday, November 4, 2011
Avant Moves Offices
To better serve the growing demands of our customers, Avant Marketing Group has relocated its offices in the St. Louis area. The new facility now offers more capacity for both qualitative and quantitative research personnel.
Both our address and telephone numbers have changed:
New Address: 6 The Pines Court, Suite E, St. Louis, Missouri 63141
New Telephone: 314.576.7700 Fax: 314.576.7707
Both our address and telephone numbers have changed:
New Address: 6 The Pines Court, Suite E, St. Louis, Missouri 63141
New Telephone: 314.576.7700 Fax: 314.576.7707
Wednesday, October 5, 2011
Rebranding Project Underway; How Will Salinas' Image Change?
FROM KION-TV...
SALINAS, Calif. - For more than a year, we've been telling you about Salinas' push to change the city's image. In January, the city council hired a company based in St. Louis Missouri to start the process. In June, the company sent out survey questions to find out what local people think of the city's image, but since then, silence, at least publicly. Now, a KIONquestion about the efforts to rebrand Salinas… "What exactly is the Avant Marketing Group doing to change the image of Salinas? We found out a new brand for the city could roll out for the start of 2012.
"For being a St. Louis ad firm, they really, really nailed Salinas well," said Salinas Councilwoman Kimbley Craig.
And you may wonder... how so? Salinas Councilwoman Kimbley Craig said the Avant Marketing Group came to Salinas last week with results from June's survey, focus groups, and one on one interviews to get a better understanding of what Salinas is about. On the live line, Avant Marketing said it received great response from the community.
"Very consistent response from Salinas citizens and residents and it really showed us that a lot of people have great pride in your community," said Mark Vogel, Avant Marketing.
As for the results of what Avant found, Councilwoman Craig said she couldn't release those details yet because it's still in the working phase, "We have a couple of tweaks that we've asked them to go back to the drawing board with to make sure that they capture the full essence of Salinas before we roll it out in full. But ultimately, we're really excited about the project and they've done great work thus far."
For more information, including video story go to: http://www.kionrightnow.com/story/15618243/rebranding-project-underway-how-will-salinas-image-change
SALINAS, Calif. - For more than a year, we've been telling you about Salinas' push to change the city's image. In January, the city council hired a company based in St. Louis Missouri to start the process. In June, the company sent out survey questions to find out what local people think of the city's image, but since then, silence, at least publicly. Now, a KIONquestion about the efforts to rebrand Salinas… "What exactly is the Avant Marketing Group doing to change the image of Salinas? We found out a new brand for the city could roll out for the start of 2012.
"For being a St. Louis ad firm, they really, really nailed Salinas well," said Salinas Councilwoman Kimbley Craig.
And you may wonder... how so? Salinas Councilwoman Kimbley Craig said the Avant Marketing Group came to Salinas last week with results from June's survey, focus groups, and one on one interviews to get a better understanding of what Salinas is about. On the live line, Avant Marketing said it received great response from the community.
"Very consistent response from Salinas citizens and residents and it really showed us that a lot of people have great pride in your community," said Mark Vogel, Avant Marketing.
As for the results of what Avant found, Councilwoman Craig said she couldn't release those details yet because it's still in the working phase, "We have a couple of tweaks that we've asked them to go back to the drawing board with to make sure that they capture the full essence of Salinas before we roll it out in full. But ultimately, we're really excited about the project and they've done great work thus far."
For more information, including video story go to: http://www.kionrightnow.com/story/15618243/rebranding-project-underway-how-will-salinas-image-change
Tuesday, June 28, 2011
AVANT TO LEAD UNIVERSITY CITY’S MARKETING & PUBLIC COMMUNICATIONS
University City, MO (June 28, 2011) University City has selected the Avant Marketing Group, a St. Louis-based market planning firm, as the consultant for various aspects of public communications, media relations and marketing for the City.
Avant will focus on enhancing the City’s stance on issues, programs and initiatives while fostering a climate of civic involvement and excitement throughout the community.
Specifically, Avant will develop a new brand identity for University City that will be an integral part of an overall communications plan targeted to both residents as well as outside audiences.
“We conducted a competitive review of professional firms interested in providing services to the City,” stated Lehman Walker, City Manager. “We were strongly impressed with Avant’s brand management capabilities that are supported by their professional communications and marketing experience.”
Part of the initial process involves interviewing city residents in regard to their perceptions of the community. Residents who are interested in participating in this portion of the project should contact the Avant Marketing Group directly via email at: ucity@avantmarketing.com.
The City of University City, Missouri, is a 100 year-old inner ring suburb abutting the City of St. Louis with a population of 35,000 and is surrounded by established municipalities.
The Avant Marketing Group conducts market planning, market research and marketing communications for a variety of clients including municipalities, associations, corporations and product brands. Its brand development process has been employed with organizations in the United States, Asia, South American and Europe.
Avant will focus on enhancing the City’s stance on issues, programs and initiatives while fostering a climate of civic involvement and excitement throughout the community.
Specifically, Avant will develop a new brand identity for University City that will be an integral part of an overall communications plan targeted to both residents as well as outside audiences.
“We conducted a competitive review of professional firms interested in providing services to the City,” stated Lehman Walker, City Manager. “We were strongly impressed with Avant’s brand management capabilities that are supported by their professional communications and marketing experience.”
Part of the initial process involves interviewing city residents in regard to their perceptions of the community. Residents who are interested in participating in this portion of the project should contact the Avant Marketing Group directly via email at: ucity@avantmarketing.com.
The City of University City, Missouri, is a 100 year-old inner ring suburb abutting the City of St. Louis with a population of 35,000 and is surrounded by established municipalities.
The Avant Marketing Group conducts market planning, market research and marketing communications for a variety of clients including municipalities, associations, corporations and product brands. Its brand development process has been employed with organizations in the United States, Asia, South American and Europe.
Tuesday, June 21, 2011
"What Do You Want To Sell More Of?"
Most industries and businesses are seeing an uptick in sales, but are certainly not at a "robust" point in business growth. Business management is seeking ways to maintain the current momentum and many focus on customer acquisition to keep the sales going.
Though customer acquisition should always be part of the marketing mix, businesses need to be reminded that the largest sales growth is always accomplished through existing customers.
The Pareto Principle -- also known as the 80-20 Rule states that, for many events, including sales increases, roughly 80% of the effects come from 20% of the causes.
Italian Economist Vilfredo Pareto first made this observation in connection with population and wealth of Italy's land where 80% was owned by 20% of the population. He then conducted surveys on a variety of other countries and found to his surprise that a similar distribution applied.
With few exceptions, the 80-20 Rule applies to business in the following manner:
-- 80% of your profits come from 20% of your customers
-- 80% of your complaints come from 20% of your customers
-- 80% of your profits come from 20% of the time you spend
-- 80% of your sales come from 20% of your products
-- 80% of your sales are made by 20% of your sales staff
In a slow-growth economy, it may be more important to focus on your existing customer base versus investing heavily in customer acquisition. "Share of Customer" is vital according to the 80-20 Rule, and truly defines the difference between a sales plan and a marketing plan. Basic market plan components including brand development, product and price position, and efficient distribution strategies all should point to the satisfaction and increased business of your current customers.
Finally, there is a little known effect that the 80-20 Rule creates in business...as you increase "Share of Customer" and current customer satisfaction the "20 percent" obviously grows in terms of sales. But in addition, you will find the remaining "80 percent" of your sales mix increasing proportionally. This is due to brand position and direct or indirect endorsement of your products or services from existing customers.
In short -- focus on the "20" and the "80" will follow -- a great strategy in a slow-growth economy.
Though customer acquisition should always be part of the marketing mix, businesses need to be reminded that the largest sales growth is always accomplished through existing customers.
The Pareto Principle -- also known as the 80-20 Rule states that, for many events, including sales increases, roughly 80% of the effects come from 20% of the causes.
Italian Economist Vilfredo Pareto first made this observation in connection with population and wealth of Italy's land where 80% was owned by 20% of the population. He then conducted surveys on a variety of other countries and found to his surprise that a similar distribution applied.
With few exceptions, the 80-20 Rule applies to business in the following manner:
-- 80% of your profits come from 20% of your customers
-- 80% of your complaints come from 20% of your customers
-- 80% of your profits come from 20% of the time you spend
-- 80% of your sales come from 20% of your products
-- 80% of your sales are made by 20% of your sales staff
In a slow-growth economy, it may be more important to focus on your existing customer base versus investing heavily in customer acquisition. "Share of Customer" is vital according to the 80-20 Rule, and truly defines the difference between a sales plan and a marketing plan. Basic market plan components including brand development, product and price position, and efficient distribution strategies all should point to the satisfaction and increased business of your current customers.
Finally, there is a little known effect that the 80-20 Rule creates in business...as you increase "Share of Customer" and current customer satisfaction the "20 percent" obviously grows in terms of sales. But in addition, you will find the remaining "80 percent" of your sales mix increasing proportionally. This is due to brand position and direct or indirect endorsement of your products or services from existing customers.
In short -- focus on the "20" and the "80" will follow -- a great strategy in a slow-growth economy.
Thursday, June 9, 2011
AVANT MARKETING & PROWOLFE WIN TURKISH BUSINESS
The Avant Marketing Group and ProWolfe Partners, both St. Louis , Missouri firms, have been selected by Tiryaki Agro, Istanbul , Turkey
Avant will provide its strategic market research and brand development process to develop a new brand platform. ProWolfe will create all brand design and identity materials.
Tiryaki Agro is ranked 90th on Fortune Turkey’s “500 Largest Companies” survey based on net sales. It is the 40th fastest growing company in Turkey, based on export figures, and ranks 22nd among companies with the highest increase in sales volume.
Avant will provide its strategic market research and brand development process to develop a new brand platform. ProWolfe will create all brand design and identity materials.
Tiryaki Agro is ranked 90th on Fortune Turkey’s “500 Largest Companies” survey based on net sales. It is the 40th fastest growing company in Turkey, based on export figures, and ranks 22nd among companies with the highest increase in sales volume.
Tiryaki focuses on the production, processing and delivery of food products and ingredients including grains, pulse, nuts, oil seeds and feed in over 80 countries with five separate production facilities and offices in six cities. The company has 25 warehouses and utilizes a logistics system comprised of more than 200 vessels, 30,000 containers and 10,000 trucks. Tiryaki’s operational capacity for 2010 was 2 million tons.
The Avant Marketing Group is a market planning firm with a focus on brand development for both enterprises and product management. ProWolfe Partners is a design communications firm with extensive experience in corporate brand communications.
Friday, May 27, 2011
Avant Wins Top Honors at IABC Awards
The 2010 Mahindra "Tough As Texas" marketing campaign received the "Award of Excellence" at the International Association of Business Communicators (IABC) Bronze Quill Awards held in St. Louis.
The campaign, developed and implemented in collaboration with Cambium Creative, featured an integrated advertising campaign for Mahindra Texas Dealers. The communication strategy was focused on promoting the durability and superior performance of Mahindra Tractors. The entire campaign was capped off with a 1,000-mile tractor drive across Texas with proceeds benefiting The Children's Miracle Network and the Houston Children's Hospital.
The successful planning and implementation of the program with Mahindra Texas Dealers resulted in significant market share gains across the state.
Avant continues to assist Mahindra USA in its marketing efforts with regional programs in the Southern States as well as in the Northeast.
The campaign, developed and implemented in collaboration with Cambium Creative, featured an integrated advertising campaign for Mahindra Texas Dealers. The communication strategy was focused on promoting the durability and superior performance of Mahindra Tractors. The entire campaign was capped off with a 1,000-mile tractor drive across Texas with proceeds benefiting The Children's Miracle Network and the Houston Children's Hospital.
The successful planning and implementation of the program with Mahindra Texas Dealers resulted in significant market share gains across the state.
Avant continues to assist Mahindra USA in its marketing efforts with regional programs in the Southern States as well as in the Northeast.
Wednesday, May 25, 2011
Avant Assists Mahindra In Initiating Recovery Relief Program For Tornado Stricken Areas
Avant Marketing Group assisted Mahindra USA in the development and deployment of the Mahindra Recovery Relief Program. With this program, dealers in tornado-stricken areas have the ability to release Mahindra Tractors from inventory to assist in damage cleanup.
Tractors have been deployed in the Southern States as well as in Southwest Missouri where tornadoes have ravaged communities.
"It is extremely gratifying to be associated with a client that is truly committed to the welfare of its dealers and their communities", stated Avant Senior Partner Mark Vogel. "Within hours after the first major destruction in the South, we assisted Mahindra in developing the program components and communications to initiate this program."
The program offers key Mahindra Tractor models with front-end loaders and grapple hooks that are ideal for damage clean-up. Tractors are deployed to local community disaster assistance organizations to assist in the efforts.
Tractors have been deployed in the Southern States as well as in Southwest Missouri where tornadoes have ravaged communities.
"It is extremely gratifying to be associated with a client that is truly committed to the welfare of its dealers and their communities", stated Avant Senior Partner Mark Vogel. "Within hours after the first major destruction in the South, we assisted Mahindra in developing the program components and communications to initiate this program."
The program offers key Mahindra Tractor models with front-end loaders and grapple hooks that are ideal for damage clean-up. Tractors are deployed to local community disaster assistance organizations to assist in the efforts.
Thursday, April 21, 2011
Avant to Co-Present at May St. Louis BMA Luncheon
Senior Partner Mark Vogel and Solutia's Director, Planning & Coordination Emily Bealke Parenteau will co-present "What's Branding Got to Do With It -- Solutia's Case Study and the Importance of Branding with B-to-B Enterprises" at the upcoming St. Louis BMA May Luncheon.
Details:
Date: Thursday, May 12
Times: 11:30 Registration and Networking
12:00 -- 1:00 Program followed by Q&A
Place: Spazio Westport, 12031 Lackland Rd.
Website: http://www.bma-stl.org/
The presentation will provide the details of the comprehensive market research, brand platform development, brand identity transformation and Avant's Living the Brand Training that was employed by Solutia in developing its new global brand identity. With over 3,000 world-wide employees, Solutia utilized the Avant process and completed a successful brand launch late last year. Emily Bealke Parenteau will provide an overview of Solutia's previous brand and identity issues as well as review the components of the successful brand launch. Mark Vogel will detail the step-by-step process used by Solutia to develop a new Solutia brand platform and identity that is truly reflective of the corporation's brand values and position for future growth.
In 2010, Emily managed the re-branding of Corporate Solutia from brand research, new logo development, to global launch. She is a senior marketing communications and branding professional with experience working in global, fast-paced, dynamic organizations. Her background includes international B2B marketing and branding campaign management with particular focus on China, Western Europe and the US Consumer Marketing programs, including the St. Louis Rock 'n' Roll Marathon & Half Marathon title sponsorship.
Mark Vogel is Senior Partner of the Avant Marketing Group and was Project Leader on the Solutia branding effort.
Details:
Date: Thursday, May 12
Times: 11:30 Registration and Networking
12:00 -- 1:00 Program followed by Q&A
Place: Spazio Westport, 12031 Lackland Rd.
Website: http://www.bma-stl.org/
The presentation will provide the details of the comprehensive market research, brand platform development, brand identity transformation and Avant's Living the Brand Training that was employed by Solutia in developing its new global brand identity. With over 3,000 world-wide employees, Solutia utilized the Avant process and completed a successful brand launch late last year. Emily Bealke Parenteau will provide an overview of Solutia's previous brand and identity issues as well as review the components of the successful brand launch. Mark Vogel will detail the step-by-step process used by Solutia to develop a new Solutia brand platform and identity that is truly reflective of the corporation's brand values and position for future growth.
In 2010, Emily managed the re-branding of Corporate Solutia from brand research, new logo development, to global launch. She is a senior marketing communications and branding professional with experience working in global, fast-paced, dynamic organizations. Her background includes international B2B marketing and branding campaign management with particular focus on China, Western Europe and the US Consumer Marketing programs, including the St. Louis Rock 'n' Roll Marathon & Half Marathon title sponsorship. Mark Vogel is Senior Partner of the Avant Marketing Group and was Project Leader on the Solutia branding effort. Thursday, March 3, 2011
Avant Begins Work For Salinas California
Avant has kicked off its brand development project for the City of Salinas, California. Mark Vogel and Kate Lammert attended this week's Council Meeting and Press Conference and met with business and community leaders.
To see press coverage of this week's events, go to the following links:
Print
To see press coverage of this week's events, go to the following links:
TV
Thursday, February 24, 2011
Bracing For Higher Costs Of Living
Over the last 12 months, the food index has risen 1.8 percent with the food at home index up 2.1 percent. Both 12-month changes are the highest since 2009. This is no surprise to anyone that has shopped at the grocery store in the past two weeks.
Typically, manufacturers and retailers tend to hold the line on price increases during an economic downturn, but now, because of the increased cost of cotton, wheat, corn and soybeans, price increases are inevitable on almost everything we use.
On top of food prices, the political unrest in the oil-rich Middle East will nearly ensure that we’ll see gasoline prices in the $4 to $5 range by mid-summer.
From an agricultural marketing perspective, these events are both good and bad. Crop farmers are finally realizing good profits but are faced with a very volatile market and increased energy costs. Livestock producers are reducing stocks, based on high input costs, and will attempt to maintain margins and profits on market prices but with reduced herds. In terms of productive agricultural land values, a record-high $9,000/acre was just paid for corn/soybean land in Central Illinois .
For consumers, everything from food to underwear will inevitably increase in price. Hanes has informed its retailers that they want to reserve the option to employ price increases every 90 days if necessary. Kraft which makes Oreo Cookies, Wheat Thins and Oscar Mayer wieners, has raised prices on more than half its North American products and plans on more increases. The Coalition Against Hunger is predicting that rising prices will drive more families to food pantries and soup kitchens.
This situation is not just limited to the United States Egypt
How will consumers change their purchasing behavior when faced with a higher cost of living? We suggest two dynamics will occur: 1) Less expensive and less nutritional processed food products will increase in demand; 2) Consumers will become even more discretionary in their premium food selections.
From a marketing perspective, several changes will also occur:
- Brands will offer products in smaller packages – from half-loaves of bread, 12 oz. packages of cereal to 4 oz. packages of cured bacon
- Brands may have to reduce the number of SKUs (a historical first) to focus on the manufacturing efficiencies of their baseline products
- Retailers will look to alternative sources for fresh products – including growing their own leafy produce in greenhouses or on the rooftops of their own stores
- Premium brands will need to further justify their price and differentiate themselves from the competition
Regardless of what the future holds, it is even now more critical for food brands to stay in touch with their consumers with frequent market research that will lead to successful market planning.
Monday, February 7, 2011
2011 Super Bowl Advertising: Winners & Losers
Now that the “Title” has returned to “Town” for the Green Bay Packers, how did the Super Bowl commercials score in television’s premier event?
As mentioned in our previous Blog, we evaluate Super Bowl commercial investment from a brand perspective with the following criteria:
- Message – have something to say
- Right Audience – make sure that the event delivers the right prospects for your product, and in-hand, you are equipped to maximize the increased interest in your brand or product
- Right Budget – can you maximize the increased brand awareness and extend it through the marketing year?
- Strong Creative – it must compete creatively with other advertisers, entertain as well as getting a strong message across
- Has Legs – must have the ability to become a major positioning for your brand beyond Sunday’s broadcast
Here are our top picks from Sunday’s big event:
Winners
1. CHRYSLER (Wieden & Kennedy, Portland OR Detroit ” tagline, the use of Eminem and his 8-Mile soundtrack provided messaging that is right for America Detroit Motor City
2. BEST BUY (CPB, Boulder, CO). This commercial is good not because everyone is either an Ozzy or Justin Bieber fan, but because it had a strong message – the introduction of the Best Buy’s Buy Back Program. Even Ozzy Osbourne now has the assurance that his investment in current technology won’t be wasted as technology itself moves forward. 4G, 5G, 6G…10G – Best Buy has you covered.
3. MOTOROLA (Anomaly, New York , NY
4. BRIDGESTONE (Richards Group, Dallas , TX
5. DORITOS (Consumer-Generated). The consumer creative competition for Doritos advertising continues to work. Best of the bunch – “The Best Part” where the creepy coworker goes after the Doritos cheese seasoning on his fellow employee’s fingers – those chips have to be good!
Honorable Mentions
GROUPON – As a late entry into the Super Bowl, Groupon assisted their brand awareness through Timothy Hutton setting us up to promote Thai food discount coupons. The spot got everyone’s attention.
VOLKSWAGON – The Mini-Darth Vader was cute and memorable, but will anyone remember that the spot is advertising the VW Passat?
CAREERBUILDER – Maintaining the “I Work With Apes” theme, the spot did a good job of targeting those viewers that are frustrated with their current job – a proven theme.
PEPSI MAX – Though the consumer-generated format seemed to work better for Doritos, it did produce a stable of good commercials that will continue to get exposure for Pepsi Max in the next few months – a good creative launch for the brand’s national campaign.
Tuesday, January 25, 2011
Is Super Bowl Advertising Worth It?
Every year we are asked our opinion in regard to the value of Super Bowl advertising. This year, though the mainstay CPG companies are maintaining advertising on the big event, at least seven advertisers from 2010’s game aren’t returning – including Papa John’s, Intel, Monster, Dr. Pepper, Denny’s, Universal Orlando and KGB. The published cost of a 30-second spot on Fox’s telecast is $3 million.
Companies have always justified the expense for many different reasons – some logical and some merely to feed the ego of a CEO or CMO by participating in one of television’s biggest televised sporting events.
For this year, the non-advertisers have publicly mentioned several reasons for not advertising. Papa John’s strategy is to increase the number of consumers registered on their website by enticing them with free pizza if the game goes into overtime. (Note: Super Bowl Sunday represents the highest sales day for delivered pizza in the United States
The biggest reason why we aren’t seeing any new advertisers is that many marketers have nothing new to say. Nearly all companies have had to downsize their investments in product development and innovation and simply aren’t prepared to launch new ideas into the consumer market.
For the remaining advertisers, Super Bowl advertising can simply be justified on the basis of traditional media analysis that is looking for delivery in both reach and frequency against a general consumer audience. The Super Bowl delivers outstanding viewership only second to the World Cup – global marketers grab these opportunities whenever they can. (Note: Fox sold out the Super Bowl in October – advertisers negotiated a much lower per spot cost or negotiated tremendous value-added making the investment extremely worthwhile.)
With all that said, can the tremendous investment be justified by any marketer beyond a mainstay consumer brand?
Here are our criteria for any marketer thinking about advertising on the Super Bowl:
1. Have something to say. Unfortunately, many marketers make the investment hoping that the advertising creative gains the attention of the audience versus the actual message. The main objective is not to entertain the audience, but to distinctly get your brand, product or service message across supported by good creative. Many advertisers forget this critical point of all successful marketing campaigns.
2. Make sure it’s the right audience. If increased brand awareness with the general audience does not give you an advantage, don’t advertise. Keep in mind that the Super Bowl telecast is a global audience – if you are not investing in your international markets, it may not be a wise choice to advertise. Noting this advice, there are certain considerations that can make a significant impact with niche or trade targets using expensive sports media as a communications tool.
Here’s an example:
Several years ago, we had a client that had produced an impressive television spot and was interested in gaining as much exposure to the spot as possible. Unfortunately, their core target audience was residential builders – not consumers. We developed a unique strategy where we placed one commercial spot on the NCAA Final Four. Before the telecast weekend, we sent a direct mail promotion to the client’s list of 70,000 builders. The call-to-action asked builders to watch the Final Four telecast and when they saw the client’s single commercial, right down the names of the competing teams and the actual score of the game at the time of the commercial on a return reply card. The builder’s card that was randomly selected with the correct teams and score won a free trip to the following year’s Final Four Championship. We received nearly 17,000 entries or a 24 percent participation return. More importantly, a large number of builders were informed that the client had a new advertising campaign to support their marketing efforts. Finally, the increased consumer brand awareness helped launch a successful annual advertising campaign.
3. Make sure it’s the right budget. If a Super Bowl investment accelerates your reach and frequency goals while you still have a budget to maintain frequency after the big game – go for it. Depleting your entire advertising budget on one telecast will not give you the return in terms of brand awareness increases or maintenance.
4. Make sure you can creatively compete. Super Bowl Commercials are now viewed more for the entertainment value than the marketing message. It is a very competitive arena where the majority of viewing consumers automatically become advertising critics. If you are not capable of delivering your brand or product message in a way that stands out from the competition – don’t advertise.
5. Ensure your investment has legs. Since it is a major advertising investment, make sure you also budget for integrated support in terms of channel events, sales promotion, public relations and employee communications. In short, make the most out of your investment and ensure that critical audiences have the opportunity to engage and participate in not just the Super Bowl, but in Your Super Bowl Event.
Thursday, January 20, 2011
Mark Buckley Joins Avant Marketing Group
The Avant Marketing Group announces the addition of Mark Buckley as partner in the market planning and research firm. Buckley has extensive marketing and brand communications experience across a wide spectrum of industries including agriculture and food production, animal health and nutrition, energy, hospitality, financial, manufacturing, technology and government categories.
Buckley complements Avant’s expertise in marketing, creative strategies and business development. Previously, he was founder of Swing Shift Creative, his own marketing communications creative consultancy. He has also held key leadership positions for advertising agencies, design firms and marketing companies including Fiserv, ProWolfe Partners and Osborn & Barr Communications.
Buckley earned his B.F.A. in Graphic Design and Commercial Art from Drake University
“We are extremely pleased to add Mark to our expert staff,” commented Mark Vogel, Avant senior partner. “He brings with him a wealth of strategic marketing experience and out-of-box creative thinking that will further assist us in solving client marketing problems.”
Mark Buckley can be contacted at buckleym@avantmarketing.com or by visiting the firm’s website at http://www.avantmarketing.com/.
Tuesday, January 18, 2011
How Has Your Market Changed?
There are definitely strong signs that the economy is on a comeback. Marketers, who previously reduced planning and implementation budgets, are now initiating marketing investments focused on growth strategies.
But has your customer or consumer changed their buyer values as a result of the recession?
Research shows that consumers, and even b-to-b purchasers, have redefined their core values. They are making a distinction between wants and needs and are more discriminating in product and brand choice.
Today’s consumers are seeking long-term relationships with their brands that share in those common values.
As Philip Kotler puts it, “The post-crisis consumer, already highly marketing-savvy and armed with the leveling powers of social connection and critique, is now an even more potent and unpredictable force in the marketplace. People are looking for value and values.”
Through this evolution, brands are even more important. Technology now allows us to make purchase decisions not only based on product attributes, but company attributes and values. The marketing firewall between a product’s image and company image has virtually been dismantled.
Marketers can find new forms of competitive advantage by understanding and sharing in the values that have become more important to consumers. With the proper market research and planning, marketers can claim newly defined competitive advantages that meet the economic, functional, economic and social needs of today’s marketplace.
Wednesday, January 12, 2011
Avant Marketing Group Named Branding Agency for City of Salinas, California
Citing its strength in experience and more significant track record, city staff and an ad-hoc branding committee recommended Avant Marketing Group over Salinas-based TMD Creative Marketing by Design company.
“They were both good proposals,” said Jeff Weir, economic development director. "But (Avant) had a much stronger proposal.”
Stemming from an idea brought to the council in April, the city sent out a request for proposals to find branding consultants – local and national – willing to lead the effort in marketing the city’s strengths and positive attributes.
According to the scope of project, the initiative will include: conducting research, hosting informational meetings, identifying markets to target, tradeshow development and creating a logo, and addressing negative perceptions, including crime and the perceived “lack of things to do” in Salinas.
Several key advantages for Avant were cited in the evaluation of proposals including the agency’s extensive market research, brand platform components and proprietary “Living the Brand” training which will be implemented with Salinas
Thursday, December 23, 2010
As The Year Ends...
2010 marks the end of the sixth year for the Avant Marketing Group. It was a year that gave us opportunity to conduct brand development in the United States, China, Brazil and Europe. We planned and implemented a very successful integrated marketing program in Texas that featured a 1,000-mile tractor drive in support of the Children's Miracle Network and completed several key research projects that will ensure continued marketing success for our clients.
As the year closes, we simply want to thank all our clients who not only have made Avant a continued success, but who challenge us in developing and refining our research and planning techniques to meet their objectives.
What will 2011 bring? We see an enormous demand for market research and planning early in the year. Marketers need to get back "in touch" with the market -- and realize that buyer values have significantly changed through the economic downturn. Nearly all market segments are truly dynamic -- general assumptions cannot ground market strategies any longer.
In some respects, recessions are good for business. It forces us to trim waste and deliver our products and services in the most efficient manner. And regardless what many self-proclaimed "marketing experts" promote, brand investment still defines the winners versus losers as the economy improves. Successful marketers understand the importance of not only investing in product branding, but also understand the visibility of their company's brand making enterprise branding significant as time moves forward.
We want to thank all of our clients for their support in the past six years. Not only do we value our professional relationships, but we also consider our clients good friends.
Have a very blessed and enjoyable holiday. And though it may be one of the most overused phrases in the English language -- May There Be Peace on Earth this holiday season.
As the year closes, we simply want to thank all our clients who not only have made Avant a continued success, but who challenge us in developing and refining our research and planning techniques to meet their objectives.
What will 2011 bring? We see an enormous demand for market research and planning early in the year. Marketers need to get back "in touch" with the market -- and realize that buyer values have significantly changed through the economic downturn. Nearly all market segments are truly dynamic -- general assumptions cannot ground market strategies any longer.
In some respects, recessions are good for business. It forces us to trim waste and deliver our products and services in the most efficient manner. And regardless what many self-proclaimed "marketing experts" promote, brand investment still defines the winners versus losers as the economy improves. Successful marketers understand the importance of not only investing in product branding, but also understand the visibility of their company's brand making enterprise branding significant as time moves forward.
We want to thank all of our clients for their support in the past six years. Not only do we value our professional relationships, but we also consider our clients good friends.
Have a very blessed and enjoyable holiday. And though it may be one of the most overused phrases in the English language -- May There Be Peace on Earth this holiday season.
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