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Papers facing Worst Year for Ad Revenue
From Monday's New York Times. For newspapers, the news has swiftly gone from bad to worse. This year is taking shape as their worst on record, with a double-digit drop in advertising revenue, raising serious questions about the survival of some papers and the solvency of their parent companies. COMMENT: The restructuring of newspapers to fit the new division of ad revenue dollars is now in full
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Buyers respond better when they see ads in different media
A new study is out showing how response rates increase when advertisers run their messages in more than one media. As reported in Tuesday's Ad Age.com: "Consumers were more likely to express an intention to buy consumer electronics, apparel, automobiles, beer and toiletries when exposed to a combination of media rather than one medium alone, according to market-research firm Advertiser Percepti
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USA Today: #1 in circulation, but still relevant as an advertising vehcile 26 years later?
Twenty-five years after USA Today zigged while everyone else zagged, it averages the biggest paid weekday circulation in the country, nearly 2.3 million and growing. The industry has learned to imitate its earliest editorial priorities -- color, brevity, sports, pop and dialogue with readers -- alongside bold business plays such as the front-page ads that started in 1999. Read the full story
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Tribune's new leaders have new ideas about old newspapers
When new Tribune owner Sam Zell introduced his management team, the names probably weren't familiar to many newspaper publishers. But, to old radio guys (like me), the names were legendary. Randy Michaels and Lee Abrams invented (and then reinvented) local radio. They were major players in the creation of XM Satellite radio, too. Now, as the top guys at Tribune, they're going to be responsible for
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Fix Your Marketing Forever!
All You have to do is STOP Buying ADVERTISING!


Focus on your BEST customers and find more just like them!
CLICK BELOW to learn more


Most local businesses base their marketing decisions on a pretty simple formula: reach the most number of people at the lowest cost person. But, that method often winds up being the LEAST effective and usually the MOST EXPENSIVE!

Why? Because they’re focused on BUYING ADVERTISING instead of FINDING CUSTOMERS!

A consistent marketing plan requires access to the critical information needed to make the right decisions about media and message.

Now, you can finally stop guessing and base your decisions on objective, unbiased information customized to your business.

POWER MARKETING utilizes the same research tools used by national companies to create their successful marketing campaigns. The system analyzes your current customer base, identifies who your best customers are, where they’re located, and pinpoints where to find new profitable prospects who are just like them.

It’s customized data for YOUR business. YOUR customers. YOUR best prospects. A marketing plan for YOUR business!

POWER MARKETING makes these powerful tools accessible to local businesses at a fraction of the price the big boys pay.


MESSAGE TO LOCAL ADVERTISERS:

Do you question the value and effectiveness of your traditional media advertising? You should, because chances are pretty good your marketing stinks.

Even if you think your ads aren't awful, you probably notice they're not working as well as they used to. Now you're wondering why. Maybe you think it's the media's fault and you're partially right. They've been selling and creating the same old stupid ads for decades. But you've been willing to go along with them. Now it's panic time because you're convinced everyone has stopped reading newspapers, watching TV and listening to radio, spending all their time, instead, online.

If you advertise in traditional media, the good news is your ads are still being seen by tens of thousands of people in every local market every day. The bad news is, most consumers HATE the ads you’re forcing them to see, read and listen to. Consumers are fed up with the way advertising is presented to them in traditional media. They find it intrusive, insincere and irrelevant. They come to the Internet because it’s easy to use, customized and loaded with the information they’re looking for.

People aren’t searching for new media, according to J. Walker Smith, President of Yankelovich Partners. They’re searching for better marketing.

Better marketing starts with great information about your best customers and prospects.

Better marketing happens when you create a plan to get that message in front of the right people.

Better marketing is the result of a unique idea that differentiates you from your competition in the minds of your best customers.

It’s time to fix your marketing, forever. Let’s get started.


 
©2007 Paradigm Communications

About Us
How a couple of business strategists finally took a piece of their own advice.

We have more than 50 years of combined experience owning, managing and marketing businesses. We have consulted some of the world’s largest companies and some of America’s smallest family-owned businesses. Regardless of their size or type, we discovered the most successful ones have all FOCALIZED. They searched within themselves for the one great attribute, idea or position clearly differentiating them from their competitors in the place that matters most: inside the mind of the customer.

Now we’ve taken what we’ve learned and turned it into a step-by-step system to help your company FOCALIZE and discover the unique attribute that can set it apart from the competition. And, we’re happy to say we’re now putting our own company through the same process. We’ve developed this new website to differentiate ourselves from other strategists. Our business is to help FOCALIZE your business!


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Focalizing Stories

AUTOMOTIVE

Allan Nott Toyota

General Motors

Lima New Car Dealers Association

CHURCHES/SYNOGOGUES

Diocese of Toledo

Lima Catholic Churches

St. Susanna’s Parish, Mason, Ohio

Temple Beth Israel, Shaare-Zedek

EDUCATION

James A. Rhodes State College

Lima Central Catholic High School
Place Scholarship Program
Quest Academy

St. Charles School

St. Gerard’s School

Tech Prep Consortium Of West Central Ohio

University School, Davie Florida

FINANCIAL

Bank One
Huntington Bank
St. Henry Bank

 

FOOD/BEVERAGE

Anheuser-Busch
Chief Supermarkets

Pepsi

MEDICAL

Gerad Center For Cancer Treatment
Lima Radiological Associates

ORGANIZATIONS
Black Swamp Boy Scout Council
Bruner Foundation
Marble Institute of America
Mental Health Board of Allen, Auglaize & Hardin Counties
Professional Bowlers Association

YMCA of Broward County

WBGU-TV (PBS) Bowling Green, Ohio


SERVICES
City Of Lima, Ohio
ISPD
Quality Mechanical Services
Williams Testing Company

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Case Studies

Focalize your Auto Dealership

Focalize your Private School

Focalize your College

Focalize your Medical Practice

Focalize your Retail business

Focalize your Professional Service Firm

Focalize your Parish or Synagogue

Focalize your Non-Profit organization

Focalize your Political campaign

Focalize your Charitible Fundraising campaign


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February-2-2007
WHY FOCALIZE?
Failure to Focalize

Even marketing giants like Coca-Cola and Pepsi can trip when they fail to Focalize. According to Beverage Digest, the soft drink industry's data tracking service, soft drink volume in the U.S. declined for the second straight year in 2006. They site product line extension as one of the major reasons for the decline. As reported in a March 9, 2007 Wall St. Journal article: "John Sicher, Beverage Digest's editor and publisher, attributed much of the industry's weakness to line extensions such as Vanilla Coke and Pepsi Vanilla that 'went boom and then splat' and distracted beverage companies from their core brands."

Coke and Pepsi have been robbing market share from their core brands by devoting time and resources to developing secondary line extensions. The result is not more customers drinking Coke , but fewer customers spread out over an increasing number of Coke products.

Which beverages are the fastest growing brands? Bottled water giants Aquafina and Dasani (owned by Pepsi and Coke, respectively, by the way). These are also the most recognized bottled water brands.

The beer business similarly assaulted its major brands years ago with line extensions. Miller Lite, Miller Genuine Draft, Bud Light, etc. all resulted not in increased beer sales, but  lower sales as customers became confused from all the choices. Instead, they started purchasing Corona (a Mexican beer), Samuel Adams (a Microbrew) and Foster's ("Australian for beer"). These Focalized products made great inroads, while the giants have been running in place for decades.

Failure to focalize leads companies to divert their resources and, potentially, damage their core businiess.

Click here for a great blog from Focus expert Laura Reiss on product line extensions
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You can reach us anytime you need us

Call, fax, e-mail or write. We’ll respond with whatever information you need.

Martin Gould, President

Stephanie Skylar, Exec. VP

Our phone numbers:

888-224-9888 (office)

954-337-0957 (fax)

954-649-4203 (mobile)

Our address:

11089 Helena Drive, Cooper City, Florida 33026

Our e-mail addresses:               

info@focalizeconsulting.com

gould@focalizeconsulting.com

skylar@focalizeconsulting.com

 

Papers facing Worst Year for Ad Revenue June-24-2008
From Monday's New York Times. For newspapers, the news has swiftly gone from bad to worse. This year is taking shape as their worst on record, with a double-digit drop in advertising revenue, raising serious questions about the survival of some papers and the solvency of their parent companies. COMMENT: The restructuring of newspapers to fit the new division of ad revenue dollars is now in full swing. Ad revenue for traditional printed editions will not be reduced to zero, but having to live on 35 percent of local ad dollars instead of 50 percent is forcing papers to go on a diet. Tribune is leading the way to "right-size" their print editions to bring costs in line with revenue. Click here to read the whole story.
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