AJRoss Blog

No matter what business you’re in, it’s always about expectations, isn’t it? It’s about meeting expectations or exceeding them. There are no other options.

If you play things by the book, meeting expectations isn’t really that difficult.

Exceeding expectations is another matter entirely and it’s never easy. Because this is where hard work, dedication, and a passion for doing things better become paramount. This is where people who only make promises are separated from the people who actually fulfill them and then surpass them.

At A.J. Ross Creative a full-service Advertising, Marketing and Web Design Company, has been in business for nearly 20 years. And in this “here today and gone tomorrow” world nobody lasts that long by merely meeting expectations.

So, what are your expectations? In terms of creative work and service, what is it you really want? This could be a very productive exchange. And while we’re learning what you expect and want, we’d like you to see how we’ve taken many clients to places they never expected to go.

Who Is AJ Ross Creative Media?

AJ Ross Creative Media opened its doors in 1991 and that’s exactly how you’ll still find them today: open. Open to new ideas, open to new ways to reach people, new technologies, open to all the things that can help our clients be more successful.

Of course, you can’t do anything without the right people, and we’ve been very fortunate to work with many of the best people in the communications industry. Our real and “virtual” staff includes writers and art directors who’ve occupied positions of leadership in such major agencies as Saatchi & Saatchi, Grey Advertising, and Young & Rubicam.

When we combine our veterans with our young and dedicated staff members, we can put together teams that are current, experienced, energetic, and successful—qualities that we are certain generate the results that exceed your expectations.

A.J. Ross Creative Media, a full-service Advertising, Marketing and Web Design company located in Chester, NY. Some of AJ Ross’s accounts include Orange County Tourism, Hudson Heritage Federal Credit Union, Finkelstein and Partners, Jacoby and Meyers amongst others. For more information go to http://www.ajross.com or call 845-783-5770 783-5770.

By Allan J. Ross

The instantaneous Internet has an undeniable appeal for consumers; most business owners are aware of, and take advantage of, this still-new stream of data flow to offer up their wares in the new media. Cyberspace is big, and getting bigger, byte on top of megabyte.

Information offered via quality, uncluttered print — postcards, brochures, fliers, fact sheets and the ever-useful business card — is a restful, organized and often unexpected way to reach out and stand above the rest in a world of high-tech.

Print information is carefully selected and presented to your customer clearly and strategically.

Smart business owners know to blend new media with the proven: nothing beats being handed or sent something personal and tangible. Quality is felt in the hand, and stays on the desk.

Smart marketing doesn’t confine business to a single medium. It gets and keeps customers, no matter where they look for you.

Collateral materials come in different forms, but they share a critical element: they should be effectively marketing your company. Every business needs printed material, so make everything work for you. Your business cards and even your stationery can, not just the printed pieces that are designed to sell.

A business with all its materials branded uniformly will shine above the rest in an increasingly competitive marketplace.

Consider all the documents that are generated from your business: the stationery and letterhead used by your company, for instance. Is it dated? Is it designed professionally, or is it merely one of the out-of-the-box desktop publishing templates that are so easily recognizable by everyone?

Consider your sales fliers. Are they, too, victims of the desktop publishing revolution? Do they have the same professional quality as your own work does, or are they generated by someone in your office who is good at their own job, but who is, perhaps, not a professional designer?

How about your brochures? This critical piece, you may or may not know, is one of the leading sales tools available to business owners, and often can be the instrument that decides a customer. Brochure in hand, a potential customer can peruse your offerings, either in store or at home, and make the final decision on your product or service.

Brochures — designed correctly — can be easily customized by your business, too, and tailored per customer, making them even more effective. Do you have the tools to do that in-house? If not, consider the fiscal pros and cons of outsourcing this crucial sales tool, as well as the large potential savings designers can offer in quality printing costs.

You spend time, money and energy on your Web site — as well you should. The Internet is instant, and these are fast-paced times.

But in a fast-paced world, the business that wants to get — and to keep — the attention of customers will not forget the human, personal, tangible element. Information is everywhere. What a relief, what a pleasure, for your customers, to be able to absorb your information easily.

How many more customers will buy when instead of being “called to action,” they are “appealed to action”?

Allan J. Ross is president and CEO of A.J. Ross Creative Media, a full-service advertising, marketing and Web design company, in Chester. He can be reached at allan@ajross.com or 845-783-5770.

SEO (Search Engine Optimization definition: http://en.wikipedia.org/wiki/Search_engine_optimization)

In today’s Internet driven market, a common question asked is, “How do I drive traffic to my website?”

Many people will praise PPC saying that it offers you guaranteed presence on Google, but that is only half true. While Organic SEO is more competitive for a lot of terms, it boasts more staying power. Just like most things in business, doing both would be ideal; but for those that need to choose for resource and/or budget reasons, we will look at the pro’s and con’s or each.

PPC (Pay Per Click: for definition http://en.wikipedia.org/wiki/Pay_per_click)

PPC offers users the benefit of reserved seating so to speak on Google pages called “Sponsored Link.”
PPC services come with fees you need to be prepared for. First, there is usually an account set-up fee. From there, you choose individual terms (e.g. “lawyer”) or phrases (e.g. “medical law, New York”) that you want to appear on search engine pages for when people type them in.

It’s a process that takes time, patience, and careful selection because let’s face it, who has the money to spend on limitless options, especially in today’s economy. Choosing the right terms/phrases is important. You don’t want to waste your time or money monitoring what people don’t search for when it can go to terms you would get more of a return on.

Once you’ve chosen your terms/phrases, you need to decide how much they are worth to you. This is where the bidding begins. Each term/phrase has a price associated with it and that price changes each time someone is willing to pay more for the Top 10 positions. Everyone wants to be seen in the # 1 spot but this is where you decide how much it’s really worth to you.

You then need to plan out your monthly budget. With billions of people online, your fees can become outrageous without a budget. Here’s an idea of how their budgets typically work.

Example
Monthly budget $100
Divided into daily average ( $100 Divided by 31 days =$3.22 a day)
Cost per “average”term/phrase .10- .25

.25 divided by daily budget ($3.22) = 12 terms or phrases clicked on a day.

What does this mean for you? It means that once your daily allowance has been clicked on, you no longer appear on the “Sponsored Links” section for the remainder of the day. For competitive terms, that means you typically won’t appear on sponsored links anytime after lunch. Without an unlimited budget, it’s a crapshoot as to when people will be able to find you.

As Google users spend more time using this search engine, they are typically reporting banner blindness (http://en.wikipedia.org/wiki/Banner_blindness). This used to only apply to flashing banner ads on websites but it is now affecting Google users on sponsored links sections. This means when they use Google, their eyes don’t trust a lot of sponsored links due to them redirecting away from what they are searching for.

Organic SEO
Organic SEO is all about ranking on the unpaid sections of search engines. Unpaid and high rankings sound ideal and it is…if you know how to do it.

Organic is the best way to rank your website. Once you’re ranked, you don’t need to worry about budgets, you’re not limited to how many terms/phrases you can afford, and you’re visible away from users’blind spots. Your success is based solely on how hard you are willing to work and taking the time to understand the necessary methods to apply and monitor your rankings.

It takes a little more time but like all good things it’s worth the wait.

As SEO becomes a more popular method of advertising and promoting websites, search engines are occasionally changing the rules to keep it an honest game. Pay attention and weigh what you get in return for your time and money compared to your desired outcome and budget, whether it’s financial or time. With the right understanding of what you are getting into, you’ll find the right fit for your websites rankings.

Human nature-counting on that ROI

The deeper our economy slumps, the more all size businesses that plan to stay around, will want to ramp up their exposure.The serious marketers with budgets will have ‘exposure’ advantage as they wisely invest their advertising dollars through these times…till the inevitable upswing returns.

The savvy types recognize
Investing in their brand with “Custom printed functional quality” items stretches and strengthens the brand recognition now, even more than in good times. (Ask yourself if you used a logo promo item used today?)

As business owners, marketers steeped in simple science, we hope for a cause and effect to our efforts; it is actually that domino effect with measurable rewards. No matter the venue- the sale, attendance at an event, a contribution to a charity, enrollment in a class, we all aim for Return on Our precious time, our psychic energy and emotional investment. (Ask yourself if you can recall the advertiser on your favorite promo item today?)

BRANDING can be as Memorable as the keepsake. A custom printed ‘gift’ doubles as a Reminder that soon penetrates the psyche, workspace, kitchen when Used handled and seen daily — it gets results. With prolonged exposure and experience with your brand – you can guess what can happen next. (Ask yourself if you have used the services from that promotional product you used today?)

SELLING is trackable – just ask your accountant. Invite your prospects repeatedly for a return dialogue, that test drive, that special offer, etc. The smart & serious avoids wasting time in this cycle. So, don’t start this advertising/marketing with out including a promotional product; And Don’t bother unless you are going to follow through from start to finish.

REPEAT EXPOSURE: Your promotional products will be hard at work repeating your message long after your personal encounter. (Ask yourself if you had to pick a promotional product for someone like yourself, what would you like to receive?)

The fun is crafting the plan, picking the item that fits budget, demographics and Distribution method – and tracking the action. Remember only those on the radar screen as ‘best prospects’ will see receive your promotional product

Promotional marketing items do not need to break your budget; their return is everlasting with the right product. Plus without waste, you can’t ask for a better medium.

PS This wildly popular industry has proven statistical results; if you are curious about how your answers compare to others or for the unconvinced or curious click www.ppai.org and find out how the mind recalls, remembers and how physical advertising effects behavior; Retention/ recalls studies are available.