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Greentree Gazette Interview
Last week I was interviewed by Jeff Wendt, Publisher of the Greentree Gazette, an online newspaper for higher education, about Lifestyle Segmentation research. Here's a link to that interview. They will be publishing a series of articles from me in the coming weeks on the subject.
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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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Target Marketing for Tougher Times
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If you’ve ever used direct marketing, you know the standard drill. Choose a few zip codes. Buy a list of people you think might make good prospects. Rush to put together some copy and hope the printer lays it out nicely. You keep your fingers crossed the post office will actually deliver everything and you pray you’ll get a quarter or a half percent response. 

Bulls_Eye_small.jpgOr, maybe you’ve been direct marketing for years and are find that you have to send more and more pieces out to maintain your response rate.

Or, you’ve been thinking about doing a direct marketing campaign but you’re clueless about where to start.

These days you can’t afford to waste your marketing resources. Every dollar counts. Your message has to hit the mark or it’s like throwing your money away.

Marketing questions are often difficult to answer. What media do you use? What locations do you target? What do you say? How do you track the results?

The reason those questions seem so tough is most companies lack the critical information they need to make confident decisions.

Well, we can solve that problem for you. It’s quick, easy and you don’t have to become a marketing genius to get great results.

We can make your direct marketing more effective because we’re able to drill down deep to identify the EXACT people you need to target.

Group_b.jpg We identify your best customers and then find other people who are just like them. We show you where they’re located and tell you everything you need to know about them—they’re lifestyle habits, preferences, favorite stores, the cars they drive—more than 300 different attributes.

We then take that information and use it to create powerful marketing messages that really hit home with those target prospects. 

And we’ll take care of all the printing, postage, mail prep and follow up to make sure every piece goes where it’s supposed to.

With our system, you’ll have better control over your costs AND your results, because you won’t have to saturate the market to meet your response goals. 

Best part is, we can do ALL of this for about the same price you’d pay for a traditional direct marketing program.

On this website you’ll find lots of information about how we work with all types of businesses and organizations. If you’re an auto dealer, a medical practice, realtor, financial services provider or a non-profit group looking for new potential donors, this may be finally be the way you can make easy, confident decisions about your marketing, once and for all.

If you’d like to receive a free sample report, just type your e-mail address in the box below and we’ll send it to you.

If you’d like us to evaluate your current direct marketing program to see if we can help save you money and improve your response rates, just call the toll-free number below and we’ll call you right away.

Remember, great decisions are always based on great information. Marketing is no different. If you’re guessing, you’re wasting money. We’ll get you the information you need to find the customers and prospects that are a perfect match for your business.

Thanks for visiting.



 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 
©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

 

Greentree Gazette Interview October-24-2008
Last week I was interviewed by Jeff Wendt, Publisher of the Greentree Gazette, an online newspaper for higher education, about Lifestyle Segmentation research. Here's a link to that interview. They will be publishing a series of articles from me in the coming weeks on the subject.
Read more...