The average consumer today is exposed to a deluge of 1,700 marketing messages during a single 24-hour period according to recent advertising industry numbers. Look around you, we marketers have pasted, injected and/or overlaid marketing messages (read advertising) in any possible place imaginable! Case in point, NBC will start to digitally insert commercial "billboards" into advertising content to be broadcast during
winter Olympics - in essence a commercial within a commercial. Core Marketing Materials
Marketing messages and processes must be condensed, hard-hitting and presented in formats that are easy to understand and digest - not MBA- speak or techno-jargon. Long mission statements with flowery prose simply don't cut it in today's "distracted economy" - customers/clients/partners want to understand what products and services your selling, at what price and how they are supported.
A one-page company Facts sheet is an essential component of any marketing campaign - it provides a snapshot of essentials about your company including markets addressed, contact points, core technology, products or services sold and business partners. A well-written Fact sheet should be one page and provide just baseline information, without any hyperbole.
Power Point presentations by their very nature force you to distill your information down into bullets and short sentences. Enabling you to make a presentation in a meeting, or have content ready for viewing on a 24/7 basis via your web site. You can create several iterations of presentation which can be tailored for customers, partners, investors, etc. - mixing and matching your core 8-12 slides with others that "speak" to different audiences.
Web-enabled Marketing
I've written several articles on web-enabled marketing and need for simplicity when designing a web site, with content that is tailored for online community. Many companies are wasting resources on web sites that don't work as an information resource - most of these sites function more as a testament to designer's ability to use cutting edge software graphics tools.
Many web sites still utilize text that is just pulled from other marcom materials, ignoring "rules of road" for content on web - online community wants information presented in short paragraphs comprised of 2-3 sentences, with lots of white space.
