Consistency and Perseverance

Well-executed marketing campaigns have one thing in common: Consistency.

In hard times such as today, clients are tempted to completely change approaches with every new ad. In the end, the product loses its identity, the consumer is confused and the value of the brand is diminished.

This successful e-mail campaign for Maiden Creek shows how many promotional messages can be delivered while maintaining a consistent copy personality, graphic identity, and “branding”.

561-741-1441 x 108. Gibson/Roscoe/Owens Advertising

Hospital Marketing—building business on a smaller budget (web)

Jupiter Medical Center’s web site is transitioning from an informational site to an interactive site. Visitors to the site can view filmed clips of physicians welcoming them and describing new treatments and services available at the hospital.

To save the medical center money, the agency Gibson/Roscoe purchased a high-definition video camera and teleprompter—to film and edit the segments in-house. The agency can be called on a moment’s notice to film segments as quickly as needed.

http://www.youtube.com/JupiterMedicalCenter

For more information about medical center marketing, Contact: Bob Gibson, President Gibson/Roscoe rjg@groadvertising.com

Hospital Marketing—building business on a smaller budget

Today, medical center Marketing Directors are being given smaller budgets while being expected to drive more business.

What’s the answer? Smarter design, more physician involvement and an emphasis on less expensive digital media.

Jupiter Medical Center’s quarterly newsletter was redesigned by Gibson/Roscoe as a far more upscale “Magazine Style” communication piece. The new look enhances the brand, yet printing costs are slashed with a smarter size and choice of paper stock. Also, the number of pages are kept to a minimum: stories begin in the magazine, then continue on the medical center’s web site. Marketing’s new goal is to increase use of the medical center’s web site, where patients can easily find the information they want, and the hospital marketing team can follow up with offers best suited to the visitor’s areas of interest.

Social Marketing—The Executive Summary

Once word of mouth was the best advertising. Once only Reuters and the Associated Press controlled and distributed breaking news, photos and video. Welcome to today’s world of web 2.0—which means every can one publish information easily on the Internet. And, every advertiser needs to add these “social marketing” methods to the traditional marketing and media mix. What is the cost to use these services? Only your time!

Here’s the executive summary:

Facebook—355 million worldwide users. It takes minutes to open a fan page for your business and a personal page for yourself with photo galleries and information. You’ll post upcoming event and product news. Customers will comment, share information about your service. These reviews are more believable than any ad you can create and are essential to the growth of your service. To promote your Facebook site, link to your e-mail signature line and website home page, include in all traditional advertising, e-blast customer database, download customer and prospect data base—ask customers to become fans. When an individual becomes “accepted friend”, you gain access to invite their entire list of friends—hence, the remarkable power of this media.

Twitter—22 million users, 80% from mobile phones. Used initially by celebrities and athletes reporting on daily activities. But holds potential for all kinds of business promotion. Will grow to 40 million by end of this year. Establish an account at twitter.com for your company. Post status updates of 160 characters or less. To be successful, you must publish news/activities of interest, and choose to follow groups with similar interests. By following a group, you expose yourself to its members who, if interested, then choose to follow you.

Blogger.com -- Publish a weekly informational or editorial piece. Embed this in your website. Search engines favor current information, so by simply attaching this to your website, it appears higher in rankings.

Ezinearticles.com- Publish information of any kind as a readable story. It can and will be picked up by bloggers, newsletter publishers.

You Tube—You Tube is second only to Google in popular usage. Users search for “How To” information. Don’t post your commercial. If you want to be successful, create a “how to” demonstration related to your product. Include your website to the title to give viewers a link they can click on to your web site.

One of the best aspects of “Social Media” is that the media is completely democratic. Small budget advertisers can make the same impact as multi-million dollar budget advertisers. The creativity of the message determines who is viewed! If you’d like to discuss a creative marketing campaign, we can help. Call Bob Gibson at 561-741-1441 x108.

Gibson/Roscoe/Owens Advertising

The Basics of “Pay Per Click”

Everyone now knows that “google word searches” are a primary way customers find products and services.

So how do you have your web site appear in the top listings? Buy a “Pay Per Click” plan. Where? on Google where 80% of all searches are initiated.

In this example, Jupiter Medical Center wants patients seeking information on bariatric surgery to visit their site.

A monthly budget is set, you provide Google a list of “Key Words” and a target price per word. In this case the words/phrases chosen were Bariatric Surgery, Bariatric Surgeons, Gastric Bypass Surgery, Lap Band Surgery, Weight Loss Surgery and the “auction rate” for the words fluctuated around $5.00.

Other advertisers paying to be the top search words in the chosen market area are competing with you for the top positions. The plan can be focused to as narrow as a county. Jupiter was only interested in searches are initiated within Palm Beach, Martin and St. Lucie counties (Florida).

Each time an individual “clicked through” the listing to get to the web site, Google charged the “auction price” until the daily budget was exhausted. (The monthly budget was divided by 30 to provide a daily budget).

At the end of each month, a report is generated a report that shows which keywords create the most click-throughs, and shows how the budget was spent. The budget can then be adjusted upward or downward.

Logos that tell a story

Successful logos tell a story and capture a product’s “personality”.

Each of us seek out brands we believe are compatible with our beliefs and lifestyle.

The best logos not only are memorable, but also convey the product’s personality. Is the product fun, educational, formal, informal, modern, traditional, upscale, inexpensive, sophisticated, rustic?

A good logo captures intangible “feelings” and “associations”. It helps steer us toward the services we want, and away from those that do not match our needs.

Icon for MyMynd an Apple i-Phone application that allows users to download “peak performance” and “relaxation” audio sessions.

Golf Club logo for a Southwest Florida course in the style of the ancient Calusa Indian glyphs discovered in the region.

Signage for rustic fishing lodge located in a jungle outpost of Southern Costa Rica.

Mark for community of large and expensive beachfront Residences.

Does your company need a fresh identity?

Call Bob Gibson at 561-741-1441 x 108

Gibson/Roscoe/Owens Advertising

Going beyond the end of the road

Hire An Expert and “Get Out of the Way”

One of the greatest joys of being in the advertising business is working with wildly creative people…especially those who you might say are “crazy about their craft.”

Take, Greg Basco, he’s a wildlife photographer and technical expert who tells manufacturers like Canon how to improve their cameras then he’ll hike deep into the Costa Rican jungle and camp out for days waiting for the exact beam of sunlight to strike the phosphorescent skin of a poisonous frog just right until he knows his shot will surpass all other poisonous frog photos taken before it.

Here’s to those individuals and clients who have the passion to “go beyond the end of the road”.

Client shoot for Bahia Escondida on Costa Rica’s South Pacific coast, photographed from a helicopter.

Cabo Matapalo Aerial View

Gibson/Roscoe/Owens Advertising