"Brightwork Advertising Uses Marketing Strategy to
Help Their Clients Succeed"
It's About Business
In today's business world, whether you're a brand new entrepreneur or CEO of a huge international corporation, you know the necessity for good advertising. What you may not know is how to find it and track it. Henry Ford said "Fifty percent of my advertising works great... I just don't know which fifty percent." President Snowden McFall knows this very well. As the founder and owner of Brightwork Advertising and Training, Inc. since 1983, she works with businesses facing this challenge every day.
She says the problem really starts with marketing- not advertising. "All too many businesses launch a new website or start a direct mail campaign with no real strategy behind it. The strategy is the key." McFall and her staff spend time developing a marketing strategy first, asking clients where they want their businesses to be 3, 5, and 10 years down the road. "If you know where you're going, then all decisions fall in line after that. You don't waste money and you always have that framework to reference."
McFall takes her own advice and does this every few years with her company, Brightwork. This full-service advertising agency specializes in strategic marketing for business to business accounts, including Web and Internet, print, radio, television, billboards and direct mail, as well as production of web sites, slide shows, videotapes, CD-Roms, corporate trainings and keynote speeches.
In 1988, the agency expanded its services to include speaking presentations and custom-tailored trainings. "The reason we did this was we found we were attracting customers to our clients, but the clients weren't retaining them. They needed internal marketing and training of their people in subjects like teambuilding, time management, stress management, communication and relational sales." Handling both the internal and external marketing and training helps clients improve employee and customer relations and more importantly, retain employees and customers.
To see if your company is in ready for advertising for the 21st Century, review the following marketing checklist.
- a distinctive brand in the marketplace
- a unique positioning statement
- a 5 year marketing strategy
- a 30 second elevator speech about what your business does
- a clear, easy to read, benefits-oriented brochure
- a clean, eyecatching, fast-loading website with quick clicks
- a corporate pocketfolder to hold inserts and testimonial letters
- a powerful direct mail piece that delivers value
- a consistent graphic standard that applies to all marketing- same typeface, same logo, same colors
- a high value, education-filled newsletter- printed and email
- a powerful results-oriented print ad for key target markets
- a trade show booth with your logo, signage, and blow-ups
- a video or CD-Rom about your best products and services
McFall has a strong background in education with two Masters degrees. The one from Brown University is a Masters of Teaching. An active community citizen, she gained national attention when she was chosen by the SBA as the National Women in Business Advocate of the Year, which led to a ceremony in the White House Rose Garden and a Congressional luncheon. The subsequent national media attention increased her visibility and she was asked to speak at conferences all over the country. A few years later Inc. Magazine named her finalist for the New England Entrepreneur of the Year. McFall has written four books, including Fired Up! How to Succeed by Making Your Dreams Come True. An active member of the National Speakers Association, McFall now speaks on marketing, motivation, burnout, and presentation skills.
McFall and her team of professionals have continued to grow both sides of the business. Brightwork's commitment is to advertising with integrity, whether the account is a small local start-up business or an international conglomerate. Brightwork created six million pieces for Apple Computer and has been developing websites since 1996. A recent client in NY hired Brightwork for a complete branding makeover, from logo and business cards to brochures, collateral, corporate video and CD-Rom. They were more than satisfied with the results. "Thank you for the outstanding job you are doing for the Stein Advantage. You are clearly expert in design as well as positioning, marketing and coaching. We look forward to a long and continued relationship."
McFall's advice on advertising is this: "Determine what you absolutely do best and enjoy the most, and what's unique and special about the way you do it. Then determine which market you serve best who will buy your product and service. Design your marketing strategy around that. Then everything you do is Bright Work!"
