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.

When we talk about building brands today, we have plenty of history to reference. From the members of the century club led by Coca-Cola and Procter & Gamble to the relative youngsters like Microsoft, each successful brand story provides us with a richness of learning we would be foolish to ignore.

Imagine if the founders of Arm & Hammer nearly 150 years ago had the knowledge of advertising, marketing, merchandising and public relations we have now. Talk about an unfair advantage!

So why is it that despite everything we know, regardless of all the history we can call upon for advice and guidance, creating and introducing a new brand remains the single most difficult thing to do in modern business. In fact, only out of every 1,000 brands that come to the marketplace in 2009 will still be around in 2010.

They say knowledge is power. That’s true, unless, of course, you’re attempting to bring down an established brand. We are speaking of those brands customers depend on as if they were old friends. These are the brands with a personality. Successful brands that forge a bond with customers so strong, the power of knowledge alone cannot break it.

Needless to say, if you have a brand that’s 5 years old, 50 years old, or 500 years old, and you have customers who know it and rely on it, who pay to use it and will recommend it to others, it would be best to keep an eye on it. Please, never take it for granted. It is the most important business asset you will ever own. Consider this: in the R.J. Reynolds buy out back the 80’s, the brand name “Oreo,” just those four letters, was calculated as being worth five times more than the capitalized value of all the bakeries that produced the cookies.

So how do you hang on to this invaluable asset? How do you protect it? How do you build on a brand and make it an even more frequent choice? Well, it would be a good idea to have people around you who understand it’s value, conscientious, dedicated people, relentless in their pursuit of success. These people, in simpler times, were often called “brand champions.” Today, we have another name for them: brand stewards, or more specifically, 360 degree Brand Stewards. This is an idea that, literally and figuratively, looks at the concept of brand management from every possible perspective. The Stewardship process begins with careful analysis to define precisely what makes your brand different – what it stands for now, its customer appeal, it’s personality, and potential. Then, with this data in hand, you can move on to identifying new opportunities, possible threats and effective responses as well as business building ideas that encompass every touch point with customers, the full 360. Wherever the brand meets the customer, at the point of sale or in the media, a Brand Steward will be there to help you the deliver the right message.

Sometimes, your brand may need totally new creative work that enriches its image, or gives it a bold new look. Other times, the solution may require staying the course but with a new twist. In either case, the right result will require people working together, all on the same page, with clear goals and objectives; stewards who never take their eye off the brand.

Knowledge. History, Learning. Experience and Stewardship. They are very powerful tools indeed, and today you can never have enough of them. Visit A.J. Ross Creative Media at www.ajross.com for more thoughts and examples that will get you thinking and, hopefully, working to protect the brand that keeps you in business.

What is the right idea? That is the big question weighing on business owners everywhere. Where can I make cuts? What is going to see us through? But is surviving enough? Who is going to still be around and more importantly who is going to be on top of the game when we do see the economic light of day?

It’s no secret we are in and economic downturn, but that is no excuse to let your business fall with the economy.  The strongest business leaders know how to take a crisis and make it work in their favor.

According to an article published in the Harvard Business Review earlier this year:
It is well documented that brands that increase (marketing) during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.

Your competition is moving itself out of our way by slowing/stopping their marketing efforts. Media is being forced to lower rates due to a large decrease in advertising revenue. And your consumers still need your services. It is that simple.

But…and there is always a but. You need to be smart about your marketing. The right message, the right placement and consistency with your brand are essential. Not just anyone can do that for you and this is not the time to do it yourself.

We understand the market and continue to have success with businesses that take advantage of our services. When the real estate market first fell and developers were sitting on empty lots we helped a client sell out of quality homes in record time. How? Well that is a conversation we reserve for our clients.

The right idea cannot only help your business survive but more importantly thrive. We are proven time and time again and ready to add you to our list of success stories.

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.