Inside Indiana Business with Gerry Dick

You Probably Don’t Know Your Customers All That Well

By |2018-10-30T13:29:40+00:00October 10th, 2018|Categories: Branding, Marketing, Strategy|Tags: , , , |

If your objective is to increase the number of customers you serve, a prudent way to start is by taking a closer look at the customers you already have. If that sounds odd, consider that the customers you already work with are presumably happy with the work you perform on their behalf. If you use [...]

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When the Tail Wags the Dog

By |2018-10-29T07:34:38+00:00September 12th, 2018|Categories: Branding, Marketing, Strategy|Tags: , , , |

We had carefully studied the client's stated objectives and analyzed the budget, then created a strategy that addressed both with great efficiency. So we were startled when our plan was completely tossed out the window. The reason? One of the executives walked into the meeting and said he really liked a particular technology, so using that [...]

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Dealing with Dealer and Distributor Networks

By |2018-07-31T07:19:04+00:00June 27th, 2018|Categories: Branding, Marketing|Tags: , , |

Many companies in the business-to-business world sell their products through networks of outside dealers, independent distributors, or similar arrangements. While those arrangements make it possible for even a small company to quickly gain a broad reach, they can also reduce the control the company has over its image and messages. Our marketing agency works with a [...]

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How Well Are You Tracking Your Marketing?

By |2018-07-31T07:21:35+00:00May 23rd, 2018|Categories: Key Performance Indicators, KPIs, Marketing|Tags: , , , |

One of the first metrics business owners learn about is return on investment, or ROI. Earning the highest possible ROI is critical when running a business. You make investments with the expectation that you’ll have something to show for them.So how's the ROI on your investment in marketing and advertising? If you’re like most business owners, [...]

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Getting More From Trade Shows While Spending Less

By |2018-10-28T13:07:11+00:00April 26th, 2018|Categories: Branding, Marketing, Trade Show|Tags: , , , |

For many companies, participation in trade shows devours a healthy portion of the total marketing budget. But as with so many other aspects of business, what matters isn't how much you spend -- it's how intelligently you spend it.After each year’s show, many companies conclude that they could have had better results if only they had [...]

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Maybe You Don’t Need to Change Your Logo

By |2018-07-31T07:23:22+00:00February 20th, 2018|Categories: Branding, Creative, Design, Marketing|Tags: , , , , |

The graphic symbol representing your company has been in place since the early 1960s, when your great-uncle started the business, and your new advertising firm insists that it has to be replaced. You want to trust their counsel, but you're just not sure."You need a new logo" is one of the first things companies often hear after [...]

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Don’t Get Lost in Translation When Doing Business Overseas

By |2018-07-31T07:24:34+00:00December 21st, 2017|Categories: Copywriting, Language Translation, Marketing|Tags: , , , |

As the world becomes smaller, the opportunities for companies to do business overseas get bigger. But accessing other markets demands more than a perfunctory knowledge of geography and a phrase book. Cutting corners can trip up the most well-intentioned efforts. Our marketing agency has helped clients do business globally for years, and we've learned many lessons [...]

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Lessons Learned Through Another Company’s History

By |2018-07-31T07:25:23+00:00September 27th, 2017|Categories: Branding, Copywriting, Creative, Design, Marketing|Tags: , , , , , |

Nearly two years ago, one of our agency's longtime clients asked us to develop a coffee-table book celebrating their company's centennial. In bringing that project to fruition, I learned a lot about the company, but learned even more about running a business.The company is Western States Manufacturing, a Cincinnati-area maker of centrifugal devices for the sugar, [...]

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