August 2004 - Momentum - M45 Marketing Services

Back to Momentum Issues . . .

M45 Momentum: 45 Seconds to Maximize Your Marketing

August 2004 · The Dog Days of Summer

to this month's edition of M45 Momentum, a monthly e-newsletter for the business community featuring tips, trends and trivia from the experts at M45 Marketing Services.

Sometime during the month of August, you'll probably hear at least one weather report that refers to the "dog days of summer," usually defined as:

The period between early July and early September when the hot sultry weather of summer usually occurs in the northern hemisphere.
A period of stagnation or inactivity.

So why do we call these last lazy days of summer "dog days?" Just as in the "history" of M45's name, the answer lies in the stars. Or more specifically, in the constellations. Ancient astronomers defined the dog days as extending from 20 days before to 20 days after the conjunction of Sirius (the dog star) and the sun, which happened to coincide with the hottest days of summer. However, the heat is not due to the added radiation from a faraway star, as the ancients believed, but a direct result of the earth's tilt.

But "siriusly" folks, you'll want to avoid the second definition of dog days—"a period of stagnation or inactivity"—in your business marketing, not only in these last days of summer, but throughout all the seasons. And M45 can help. Just give us a call.

Having trouble with the formatting? An HTML version of this newsletter is always available at www.m45.biz/resources/momentum/8_2004.asp.

Revitalization Tips for the Dog Day Doldrums

If your business is suffering through the lazy dog days of summer, you may be barking up the wrong tree! These energizing tips may be just what you need. M45 Marketing Services is ready to help you "spring into fall" with renewed vigor.

Try a new approach. Test some new methods of promotion to attract a fresh group of prospective customers. At M45 we know a variety of marketing methods that might open new doors for you.
Temporarily increase (yes, increase) your promotion dollars. M45 can help you direct your investment so that you have the most success and your message is seen right away on websites, in e-zines, e-newsletters, and through radio spots and newspapers.
Develop a special offer for existing clients/customers. Create a "call to action" that will allow your clients to take advantage of a new product or service right away or the offer will be gone. M45 can help you develop the right message to attract immediate attention.
Develop a new look with a new logo (see accompanying story on the Freeport Park District). The M45 experts know that creating your own unique brand identity is a cornerstone to marketing excellence. Our designers can guide you in the development of a new logo and a new look.
Offer what your competition hasn't even thought of. Sound difficult to do? It can be easier than you think through targeted primary or secondary research. M45 can help you spot trends that may be critical to success for your future business.

Most businesses experience periods of slow-downs. The key is to revitalize before the "dog days" take a bite out of your success!

Cool Down with This Dog Day Data

62% of U.S. dog owners sign greeting cards from themselves and their dogs.
33% of U.S. dog owners talk to their dogs on the phone or leave messages on an answering machine.
Americans spend more than $5.4 billion annually on their pets—more than on baby food.
After arriving home from walking his dog, Swiss inventor George de Mestralhe noticed that his dog's coat was covered with cockleburs. When he looked at the burrs under a microscope, he discovered they had a natural hook-like shape, which became the basis for his invention of a unique, two-sided fastener-VELCRO® brand hook and loop fasteners, named for the French words "velour" and "crochet."
At the end of the Beatles' song "A Day in the Life," an ultrasonic whistle, audible only to dogs, was recorded by Paul McCartney for his Shetland sheepdog.

"Did you ever notice when you blow in a dog's face he gets mad at you? But when you take him in a car he sticks his head out the window." —Steve Bluestone

Having fun at work can be a real productivity booster. Conversely, if morale is low, productivity might be too. Morale boosters in the workplace can encourage team building, reduce stress and improve customer service. Check out the following websites for some simple and effective ways to beat the dog day blues.

http://www.bizjournals.com/
sanjose/stories/2004/06/21/
daily5.html

http://www.inc.com/guides/
leadership_strat/20776.html

Stop Stagnation with Secondary Sources

When searching for secondary research, a logical starting point is online. Problems often arise for users when the information is found to be lacking credibility, currency or completeness. Most businesses are in need of more comprehensive information than what can be found for free. If you need help sorting out what is valid and want to get to information below the surface of what shows up on Google, M45 can take care of it for you.

Here are some other potential sources of information available to you directly, or through M45:

Your customers
Develop a questionnaire/survey for prospects, customers, vendors and suppliers to complete
Visit a trade show. Ask questions to gain insight into what your competitors are doing.
Conduct open-ended interviews with your customers.
Organize a focus group.

M45 combines brand promise and creativity for new Park District logo
The new Freeport (Illinois) Park District logo is just one of the outcomes of a marketing exercise the District used to define the experience they want their customers to have when they visit. The new logo needed to reflect their brand promise:

"Our historic parks are gathering places where you can connect with nature, feel safe and welcome, enjoy recreational activities and have fun."

The oak leaf makes the connection to nature. The lamp (indicative of the lamps lining the entrance to Krape Park) is a symbol of welcome, safety and the historic heritage of the Park District, which sets them apart from other districts.

The Park District immediately showcased the new logo on their signage, website, vehicles and in the parks. Freeport Park District Commissioner, Jack Carey commented, "M45's presence in the logo development process was a key factor in getting a new logo adopted by the Park District Board. Their expertise in communicating how the logo and brand promise work together resulted in a very distinctive logo that has received positive feedback."




M45 Marketing Services 524 West Stephenson Street, Suite 100 Freeport, IL 61032 815-232-2121 - Phone 815-297-0166 - Fax www.m45.biz		Subscription Information To receive a copy of M45 Momentum each month, click here. To be removed from the M45 Momentum distribution list, click here. To visit the M45 Web site, click here.

Site Map