(12/18/12 – LUBBOCK, TEXAS) AgTexas Farm Credit Services announced today its plan to conduct a unique fund-raising program in the summer of 2013 to support the Texas Food Banks in its 23-county market area.
The “2013 AgTexas Farm Credit Tractor Drive” will feature an agricultural tractor traveling from community-to-community across the Texas Plains and Central Texas to raise awareness of poverty in the state and the continued need to support the nutritional needs of those less fortunate.
“Poverty and the lack of nutrition is not just an urban problem, but also a problem in rural areas,” states AgTexas Board Chairman James Ray Schronk. Although the number in poverty decreases in rural communities, there is still one in eight Texas families in our communities that live below the poverty line.
“As a strong supporter of Texas agriculture, AgTexas Farm Credit and its members are greatly concerned that the number of people living in poverty in our communities has reached the highest point in 50 years,” comments Mitchell Harris, CEO of AgTexas . “Most alarming is the fact that over one in four (26.6%) children in Texas lives in poverty.”
The 2013 AgTexas Tractor Drive will promote fund-raising participation from FFA Chapters in the 23 county area and will include scheduled events in local communities. The FFA Chapter that raises the largest contributions will be rewarded the actual tractor after the event.
The Tractor Drive personnel will post daily reports and videos about their activities on the popular social media sites so that both association members and the general public can keep abreast of the program’s progress throughout the summer of 2013.
In addition, AgTexas Farm Credit will be recruiting sponsorship partners for this event to assist in defraying the actual costs of the Tractor Drive so that 100 percent of contributions go directly to the Regional Food Banks. Interested sponsors can contact Kristy Tucker at AgTexas or Mark Vogel at the Avant Marketing Group (phone: 314.576.7700).
AgTexas finances agricultural production, agribusiness, farm and ranch land, rural recreational property and country homes. The Lubbock-headquartered cooperative has branch offices in Brownfield, Burleson, Hillsboro, Levelland, Lubbock, Ralls, Seminole and Stephenville. It is part of the nationwide Farm Credit System.
Wednesday, December 19, 2012
Wednesday, November 7, 2012
New Videos on City/Municipal Branding
More and more cities are seeking brand identities for their communities. Proper branding can provide a municipality with a market advantage when seeking new residents or businesses while creating "propulsive energy" with all residents.
To learn more about Avant's process for municipal branding, see our videos (Part 1 and Part 2) on YouTube: http://www.youtube.com/watch?v=-k2RoLwqUoE&feature=plcp
To learn more about Avant's process for municipal branding, see our videos (Part 1 and Part 2) on YouTube: http://www.youtube.com/watch?v=-k2RoLwqUoE&feature=plcp
The Avant Marketing Brand Platform
We have posted a new video that describes the formalized Brand Platform that we utilize in brand development for our clients. While there are hundreds of different formats for platforms, the Avant Marketing version has been successfully used for corporations, association and municipalities and is also becoming more critical in the positioning of products and services.
To view the video, please follow the YouTube Link:
http://www.youtube.com/watch?v=Ze8f8zmmL4U
To view the video, please follow the YouTube Link:
http://www.youtube.com/watch?v=Ze8f8zmmL4U
Monday, October 29, 2012
Humboldt, Saskatchewan, Selects Avant Marketing for Branding Assignment
The City of Humboldt has selected the Avant Marketing Group for brand development. Incorporated in 2000, Humboldt is the municipal hub for the east-central region of Saskatchewan, an area realizing significant growth due to the manufacturing, mining, education and agriculture industries.
With the city’s recent growth, and region’s continuing economic development, there is an identified need to articulate Humboldt’s brand promise and to define consistent brand usage across the media spectrum.
“The increasing exposure to the City of Humboldt’s municipal brand requires a more professional approach,” states Jennifer Brooks, Director, Communications & Community Development. “Avant Marketing was selected for the assignment based on their unique combination of marketing strategy and municipal branding expertise.”
Avant Marketing will analyze existing materials and research to distill the city’s brand essence into tagline form. In addition, Avant will provide comprehensive guidelines for Humboldt’s visual brand identity, from logo usage and corporate identity to a new website design and marketing communications.
“We are delighted to work with a firm that can bring an outside perspective and a professional approach to our identity for future branding and marketing efforts,” commented Brooks.
With this assignment, Avant Marketing expands a growing, municipal-client roster of recent and current accounts that includes Salinas, California, University City, Missouri and Medford, Oregon.
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.
With the city’s recent growth, and region’s continuing economic development, there is an identified need to articulate Humboldt’s brand promise and to define consistent brand usage across the media spectrum.
“The increasing exposure to the City of Humboldt’s municipal brand requires a more professional approach,” states Jennifer Brooks, Director, Communications & Community Development. “Avant Marketing was selected for the assignment based on their unique combination of marketing strategy and municipal branding expertise.”
Avant Marketing will analyze existing materials and research to distill the city’s brand essence into tagline form. In addition, Avant will provide comprehensive guidelines for Humboldt’s visual brand identity, from logo usage and corporate identity to a new website design and marketing communications.
“We are delighted to work with a firm that can bring an outside perspective and a professional approach to our identity for future branding and marketing efforts,” commented Brooks.
With this assignment, Avant Marketing expands a growing, municipal-client roster of recent and current accounts that includes Salinas, California, University City, Missouri and Medford, Oregon.
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.
Saturday, October 20, 2012
Defining The Types of Brand Associations
Did you know that there are four levels of brand associations? We explain the differences among brand awareness, brand advocacy, brand affinity and brand fanaticism in our latest video and why it's important to develop brand fanatics in your market.
Go to:
http://www.youtube.com/watch?v=dxBnAN3KmWw&feature=plcp
Go to:
http://www.youtube.com/watch?v=dxBnAN3KmWw&feature=plcp
Friday, October 19, 2012
New Downtown Medford Brand
October 19, 2012
By Greg Stiles
Mail Tribune
Saying it's proud of its past and looking to the future, the Heart of Medford Association will unveil its new brand for marketing downtown today:
"Metro Medford. Historically centered. Progressively inspired."
"A duality emerged in our process," said Diane Raymond, Heart of Medford Association executive director. "People are very proud of our heritage, and people are anxious to move forward and be progressive. Those two things became clear, but the question was 'How do you marry those things together?' "
The brand, which includes the tag line "Good life. Good living," will be introduced in a series of gatherings beginning with an invitation-only gathering for HMA members and community leaders on Main Street this morning.
The scope broadens during at 5-8 p.m. gathering at Vogel Plaza, on the corner of East Main and Central Avenue, featuring live music and a light show. From 8-11 p.m., a launch party open to the public will take place at the Sparta Building, 401 E. Main St., featuring a 17-piece band. Reservations are required at www.heartofmedford.com/launch.
The new brand and logo, developed by Avant Marketing Group of St. Louis, has a bold "Metro" and a scripted "Medford" with a checkered background. The "Metro Medford" brand gives a nod to the nation's 207th-largest metropolitan statistical area (albeit one that includes all of Jackson County) and fourth-largest in Oregon.
Following a 2010 market survey, city officials, community leaders and residents were asked to fill out online surveys to help the rebranding effort. "We had a very successful turnout," Raymond said. "People told us what they thought and then we synthesized it with our market research. This wasn't something from a bunch of people, sitting in a room wondering what we should call downtown. It was a very organized process. People told us what they thought, we listened, and I think we have a home run."
While the brand is designed to market downtown Medford's commerce, it fits with other recent rebranding efforts as well, she said. "This brand belongs to everyone downtown," Raymond said. "The Commons is another brand, just as Travel Medford is another. This will be complementary to those other brands."
The Commons is the redevelopment area that includes the Lithia Motors headquarters, while Travel Medford is the visitor and convention division of the Chamber of Medford/Jackson County.
A Metro Medford website will go live in about two weeks, Raymond said, with a Facebook page and other social media efforts appearing in the near future as well. "We've done this in such a short time," Raymond said. "We haven't been able to pull off everything at once."
Wednesday, October 17, 2012
What's the Difference Between a Name and a Brand?
Avant Marketing Group has posted its first video in a series focused on Branding and Market Planning. To view the video, go to:
http://www.youtube.com/watch?v=_PYLgkRh2xQ
http://www.youtube.com/watch?v=_PYLgkRh2xQ
Thursday, October 11, 2012
New Downtown Medford Oregon Brand Coming October 19th
The Avant Marketing Group had the privilege of developing the new brand identity for Downtown Medford, Oregon. As a community that has gone through a tremendous evolution from being the center of the Southern Oregon timber industry to now more focused on the service and education industries, Medford has reinvented itself and its downtown commercial district.
On October 19th, Medford will unveil its new brand identity with a formal brand launch. As Diane Raymond, Executive Director of the Heart of Medford Association commented, “Avant hit a home run in capturing the spirit, values and identity of our community.”
Medford is now promoting its brand launch which will be quite an event for the community. You can follow along with this activity at: http://www.heartofmedford.com/launch
Municipalities, associations and corporations are finding the value of the propulsive energy that a proper brand identity and platform can generate. Though it takes a lot of hard work to develop a successful identity, it is always rewarding for Avant to see such community engagement in their new identity.
On October 19th, Medford will unveil its new brand identity with a formal brand launch. As Diane Raymond, Executive Director of the Heart of Medford Association commented, “Avant hit a home run in capturing the spirit, values and identity of our community.”
Medford is now promoting its brand launch which will be quite an event for the community. You can follow along with this activity at: http://www.heartofmedford.com/launch
Municipalities, associations and corporations are finding the value of the propulsive energy that a proper brand identity and platform can generate. Though it takes a lot of hard work to develop a successful identity, it is always rewarding for Avant to see such community engagement in their new identity.
Friday, June 22, 2012
RCGA Abandons Brand
The St. Louis Regional Chamber & Growth Association (RCGA)announced that they will no longer utilize its developed brand for St. Louis -- "Perfectly Centered. Remarkably Connected." They will support the branding developed by the St. Louis Convention and Visitor's Commission -- "St. Lou...is all within reach."
We do commend the RCGA for moving its branding support to the Convention and Visitor's Commission's brand identity. At least now we have one identity to market versus two.
Unfortunately, the region isn't using its full branding potential regardless of which tagline is used. Many times regional and municipal enterprises fall into a trap when they attempt to pursue "place branding". They attempt to define the identity by promoting the physical attributes of the area versus understanding that what truly differentiates a community is its people.
Smart enterprises understand that powerful brands are based on the shared values of the community. When a brand is developed properly, it engages both internal and external stakeholders in the shared values and provides everyone with "a reason to believe". It not only gains the interest of targeted marketing audiences, but provides a rallying cry that has full potential of making residents true brand fanatics.
Residential real estate provides a simple example. Talk to any real estate agent and you will be surprised at the number of homes that are sold that don't meet the buyer's physical house requirements. Buyers will have an extensive list of characteristics that include number of bedrooms, style of home, fenced-in backyard, etc. The agent will run the characteristics against the database and provide listings that most meet those requirements. The agent and buyers tour each house and check off the number of requirements that each house meets. Then, the buyers spot a home that meets none of the requirements and instantly fall in love with it and put in an offer.
Was the buyer's list of requirements wrong? Did the buyer's requirements change in the process?
The answer is that though the buyer was shopping for a "house", the buyer ended up purchasing a "home". They found an environment that resonated their personal values versus the physical requirements. It was actually a strong connection between home buyer and home owner and their shared values.
Strong enterprise branding works in the same way. It is more effective to brand the "people of the place" versus the actual place.
By following this simple brand strategy, we would have the ability to attract more people to call St. Louis -- home.
We do commend the RCGA for moving its branding support to the Convention and Visitor's Commission's brand identity. At least now we have one identity to market versus two.
Unfortunately, the region isn't using its full branding potential regardless of which tagline is used. Many times regional and municipal enterprises fall into a trap when they attempt to pursue "place branding". They attempt to define the identity by promoting the physical attributes of the area versus understanding that what truly differentiates a community is its people.
Smart enterprises understand that powerful brands are based on the shared values of the community. When a brand is developed properly, it engages both internal and external stakeholders in the shared values and provides everyone with "a reason to believe". It not only gains the interest of targeted marketing audiences, but provides a rallying cry that has full potential of making residents true brand fanatics.
Residential real estate provides a simple example. Talk to any real estate agent and you will be surprised at the number of homes that are sold that don't meet the buyer's physical house requirements. Buyers will have an extensive list of characteristics that include number of bedrooms, style of home, fenced-in backyard, etc. The agent will run the characteristics against the database and provide listings that most meet those requirements. The agent and buyers tour each house and check off the number of requirements that each house meets. Then, the buyers spot a home that meets none of the requirements and instantly fall in love with it and put in an offer.
Was the buyer's list of requirements wrong? Did the buyer's requirements change in the process?
The answer is that though the buyer was shopping for a "house", the buyer ended up purchasing a "home". They found an environment that resonated their personal values versus the physical requirements. It was actually a strong connection between home buyer and home owner and their shared values.
Strong enterprise branding works in the same way. It is more effective to brand the "people of the place" versus the actual place.
By following this simple brand strategy, we would have the ability to attract more people to call St. Louis -- home.
Friday, April 27, 2012
Marketers Optimistic Yet Cautious About 2012 Spending
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.
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.
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.
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