Great marketing wins.
myMatrixx’ limo service has done wonders for the company’s brand recognition; their ubiquitous limos were all over the place. Very well organized, efficiently run, and impossible to miss at the airport or hotels.
MedRisk’s booth has featured magician David Harris for several years; he knows their products and services well, is incredibly skilled at capturing a crowd, and for many is a must-see; “I’ve got to see what he’s come up with this year!” (MedRisk is a client)
If you’re going to announce something “big”, make sure it really is – otherwise you’ll be the proverbial boy-crying-wolf. To be meaningful, announcements should be either a) really big news (and not just what YOU think is big news) and/or b) really meaningful to prospects and customers. A new product, venture, website, white paper, hire is NOT news – and no one important really cares.
Except – if it is really well done, notable, and timely. Rising Medical’s Workers’ Comp Benchmarking Study is one of those all-too-rare reports that is truly newsworthy. That’s because it covers key issues, is authored by a highly-regarded expert (Denise Zoe Algire), is not overtly self-serving, and the launch was very well done.
A few takeaways:
- there’s always another opportunity for branding; yet another cocktail party or dinner or booth giveaway isn’t getting it done. be creative.
- find something great and stick with it. You don’t need something new every year – unless what you’re doing isn’t working.
- take a risk. I know, I know, risk is anathema to work comp folks, but no risk, no reward.
- it’s about execution. The best idea will flop unless the details are done right. Those companies that spend the money (yes, effective marketing is expensive, that’s because it is worth it)