Tuesday, June 28, 2011


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.

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.

Thursday, June 9, 2011


The Avant Marketing Group and ProWolfe Partners, both St. Louis, Missouri firms, have been selected by Tiryaki Agro, Istanbul, Turkey, to develop a new corporate brand identity.

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.