MT Magazine July/August 2025

FEATURE STORY

JULY/AUGUST 2025

15

what to say about themselves. So, the ‘clarity’ part comes in having a message foundation that clearly identifies what your core competencies are; what are those things that you do every day that might take for granted but set you apart? “The ‘consistency’ is making certain that that message is delivered in all of the marketing channels on a consistent basis – your website says the same thing as your sales collateral, that says the same thing as your trade show booth. A lot of times, companies will have disconnected messaging – they put all of their energy into their website but don’t consistently have the same message for their sales tools or trade show booth. “And then the ‘creativity’: We live in a day where our eyes catch things that are attractive to us. And because things happen in short periods of time, having a creative messaging foundation helps with telling your audience in a short period of time what you do and how you stand apart from your competition.” – Schell

Research

Planning

How To Succeed While it might seem that there is simply a universally accepted recipe that can be executed in order to achieve success, that’s not the case: Similarities notwithstanding, baking a pie and baking a cake are each done in their own way.

“Success requires clear alignment on goals. It requires measurable objectives and an understanding that there’s no one-size-fits-all

Implementation

solution. We often get asked some version of ‘What will it take for us to be fill-in-the-blank?,’ whether it is market leader, increasing market share, or whatever is on the client’s mind. “And it’s not always the answer they want to hear, but there is no magic bullet. What works for one organization won’t necessarily work for another. “It comes back to having a research-based model and making sure that marketing is driven by strategy.” – Galbreath Don’t Jump It’s like the old saying: “If all you have is a hammer, everything looks like a nail.” Some firms are really good at creating websites. Some firms are really good at creating ads. And yet both are just creating tactics that may not coordinate with the business’s overall strategy.

Evaluation

“If someone jumps straight to saying, ‘You need social media’ or ‘You need paid ads’ without first