The signs are all around us...

There were so many things I loved about living on Beers Ave as a kid, and especially as a teenager. "Beers" Ave as a college student, is there a better street name on the planet?

One summer night with a few Fairfield University buddies, we had the brilliant idea to steal the Beers Ave street sign. The sign would fit perfectly with our townhouse decor on campus. So we took the ladder from the shed and quietly walked to the sign, which hung high up on the telephone pole about fifty yards from my doorstep. There was no plan in place, just a ladder and a hammer. One of us climbed the ladder and immediately began to bang away. Keep in mind it was very late and Beers Ave was a small street. The noise from the hammer was extremely loud and the sign would not budge. Of course within minutes, a neighbor stuck his head out the window and threatened to call the police if we didn't stop immediately.

...

Our clients often ask us, "What's the hot promotional product right now?" I hesitate to answer right away because I inevitably know where this is going. After sharing some of the newest trends (laminated reusable grocery totes, egrips, personal concierge plastic cards, custom sillybandz, eMag digital publications, skinit covers for laptops and cell phones, to name a few), the customer gets very excited and immediately wants pricing on one, a few, or every item.

Years ago I would have been thrilled at such a response and attempted to end the meeting as quickly as possible so that I could start working up a quote. Yet the reality is that even the best intentions, best ideas, or hottest trends can seem too good to be true without a well conceived marketing plan or clearly defined goals.

We never did manage to get the Beers Ave sign, not once in all my years living on the street. It's obvious to me now, nearly twenty years later, why we failed miserably that night: we didn't have a plan, never mind a great plan for accomplishing our goal.

To help you get the most out of your marketing budget, I need to ask the right questions - listen attentively - and fully understand your mission, goals and potential obstacles. Rather than selling you what's "hot" I want to provide the best solutions for your specific marketing goals.

Most importantly, make sure your plan is rock solid. Don't get stuck swinging a hammer high up on a ladder with little support from your friends below (ok, it was me on the ladder, and yes, I'm still mad at those guys for bailing on me)!

The signs are all around us - just be certain you know which ones to avoid!

-Mark