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Burst Marketing Helps PEF to AMA Mark of Excellence Award

June 28, 2010

IntelliSites and Burst Marketing recently helped the PEF Membership Benefits Program towards a nomination for an American Marketing Association Mark of Excellence award.

The award was given for PEF’s Unique Double Enrollment email marketing campaign. PEF is one of ten finalists out of one of the largest and most competitive fields in the history of the awards.

The awards will be held at the Albany Crowne Plaza on October 6th, 2010.

 

Burst Marketing Principal Dave Borland on Talk1300

March 22, 2010

Albany NY – Dave Borland, a Principal of Burst Marketing and President of Intellisites will be appearing on 1300 AM in Albany, NY on Monday, March 22nd at 11:30 a.m.

Dave is well-known in the Albany web development community and recently co-founded Burst Marketing, which debuted at #8 in the Business Review list of Albany, NY Marketing Communications firms.  Dave will be discussing the latest developments and strategies in online marketing, as well as how goal setting can make the difference between getting a return on your marketing dollars and feeling like they’re being thrown into a black hole.

Listeners can hear Dave on the Time Warner Cable “Chamber Chat” show at 11:30 a.m. on Talk 1300.

 

Burst Marketing Featured in Business Review (Albany)

February 17, 2010

Long-time business owners form ‘umbrella’ company to share, streamline and expand – The Business Review (Albany):

via Long-time business owners form ‘umbrella’ company to share, streamline and expand – The Business Review (Albany):.

 

Burst Marketing Launches In Albany

January 14, 2010

For Immediate Release: January 14, 2010

Three Local Businesses Team Up to Create A Capital Region Top 10 Marketing Communications Firm

Albany, NY – Today, the principals of the Capital Region’s largest independent web developer, a leading print management and design firm, and a nationally known business marketing strategist announce the launching of Burst Marketing. This new, full-service marketing partnership is unique in that it focuses on strategy first.  Then it builds goal-oriented creative and communications programs to help its clients reach short-term business objectives.

Burst Marketing was born from the teaming up of IntelliSites, the largest independent web designer in the Capital Region; imPress Printing & Graphics, Inc., one of the area’s oldest and largest print management and design firms; and Steve Banis, a Fortune 100 marketing pro, formerly of Banis Marketing.

Working together as Burst Marketing positions the new partnership among the top 10 marketing communications firms in the area.

“Together, we understand first-hand how today’s Web, social media, and other technology-based marketing tactics need to mesh with traditional marketing and advertising tools – to produce high returns on our clients’ marketing investments,” said Dave Borland, Burst Principal and president of IntelliSites, located in Albany.

“A Burst Marketing program is laser-focused on reaching measurable goals within a specific period of time,” according to Steve Banis. “We develop marketing strategy and deliver effective creative services that generate leads, customers and revenue. And we do it within today’s slimmer budgets.”

Dave Vener, Burst Principal and vice president of imPress, explains what else sets Burst apart: “We have a defined process for reaching specific business objectives – that’s what makes Burst Marketing different from advertising agencies and other marketing firms,” says Vener.

“So while many of our competitors sell themselves on how creative they are, we’re focused on building a client’s bottom line,” adds Sharon Lawless, imPress president and the fourth of the Burst founders. “That doesn’t mean we don’t ever deliver the pretty, cool stuff. It means we focus on goal-driven creativity that makes our clients’ phones ring. And they think that’s pretty cool.”

More about Burst Marketing, its partners, strategic process, products and work is at www.burstmarketing.net. Or by phone at 866.280.8202.

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Burst Marketing was founded in 2009 by principals of well-established Capital Region businesses who, together, mesh the best of today’s new marketing with traditional marketing communications services. Burst programs are laser-focused on reaching measurable goals within a specific period of time – through goal-driven creativity designed to generate leads, customers and revenue.

Contact:  Ruth Fein Wallens 518.858.7329 pr@burstmarketing.net

OR Steve Banis 866.280.8202 sbanis@burstmarketing.net

 

Stick to the message

October 19, 2009


Categories: Marketing Message

Way back in 8th grade, I’m not sure my social studies teacher Karen Leshin knew that she was a marketing guru.

When one of her students asked how long a particular essay had to be, she would tell them: “well, it’s like a girl’s skirt – it should be long enough to cover the subject, but short enough to make it interesting.”

Creating a successful marketing message is that simple – and that hard.

It’s been over 20 years since I read it, but I seem to remember David Ogilvy, a founding father of the ad business detailing something he called the “three hit theory” in his landmark book Ogilvy on Advertising.  His theory basically went something like this –

All marketing messages must be received at least 3 times by a target audience member.  The first so that he senses that you are communicating.  The second so that he understands your message.  The 3rd so that he decides what to do.

In my experience, particularly when your marketing message requests action from your target audience – like in lead generation (or any good marketing message for that matter) – the 3 hit theory actually behaves more like a 3 x 3 x 3 hit theory.  It takes 3 exposures for your audience to realize you are communicating to him, 3 x 3 or 9 exposures for them to grasp what you’re asking them to do, and 3 x 3 x nearly 3 or 24 exposures for them to decide whether to accept your request for action or not.

I should clarify that a bit.  The 24 exposures are needed to be absolutely certain that your marketing campaign has exhausted any hope of having a citizen (Seth Godin’s word for a member of the universe) make a final decision to accept or reject your request for action.

Hurry it up will ya!

So what if you don’t have the patience to persevere until your targets have been exposed to your marketing message up to 24 times?  Can’t you just add more reasons to call you in each message to speed up the process?

In a fitful quest to hurry things along, too many amateur marketers (and too many professional ones as well) stuff as much information into each message as they can.  Big mistake.

More information in each message is not a substitute for the number of times a target is exposed to it (frequency). In fact, all this does is drive them away. In a targeted marketing campaign there simply is no substitute for having a simple, clear message and delivering it frequently, and in several different ways to a targeted audience.

Don’t fall into the trap and fill your marketing messages – online and off – with information on as many of your products and services as you can in the hopes you’ll touch a button that’ll generate a call.

And while we’re at it, Web designers can also be guilty of overstuffing the bird. Do you really need those wiz bang graphics and flash animation for your website to do its job or do you just really really want them?

Designers and printers do it too when suggesting that you spend the big bucks on 6 color sell sheets, brochures, or other marketing materials when 2 color may prove just as effective at half the cost. Or better yet, maybe you don’t even need printed marketing materials at all. It just depends on what you really need. Take a quick look at this page – it talks about setting priorities and sticking to them.

On the surface, more sounds better doesn’t it? But sometimes, more is just more. More confusing, more expensive.

An excellent marketing adviser knows it’s just as important to tell you what you DON’T need as much as what you do. They protect you from yourself. Wouldn’t you rather let your competitor’s marketing budget loaf around while your bucks are hard at work growing your business?