Monday, October 29, 2012

SEMA prep & the marketing process

By Lee Clark, President, Nye & Associates

As we were preparing for our annual migration to the SEMA Show in Las Vegas, we stopped to think about what went into creating the mixed nuts in these packs. In order to make these cashews, pecans and almonds taste just right, it took the right ingredients, mixed at the right time.

It took patience, thoroughness and maybe a little love. As we bantered back and forth about it, we realized the process that we use to create strategic marketing programs for our clients isn’t all that different. Just as it’s important to select high quality nuts, it’s important that we begin our projects with high-quality research.

What makes a nut taste so good? Take the almond for example, native to the Mediterranean climate region of the Middle East, it contains the enzyme emulsin, which in the presence of water, acts on a soluble glucoside, amygdalin, yielding glucose. Admittedly we can’t boast about naturally produced glucose. We can however compare the emulsin within the almond to fact. Fact, not glucose, is what we base our sweet successes on. Fiction may lead to bitter tasting almonds so we do our best to stay away from it.

We mix our fact-based research with a combination of nearly 100 years experience in marketing to produce a sweet tasting strategic advertising and marketing program. We toss in ingredients like effective media planning (how can we get the biggest bang for our buck, especially now?), social media, Internet marketing, grassroots marketing, and so much more. These ingredients, similar to this package of nuts, depend on the desired taste and on what your objectives are.

Regardless of your objectives, however, we’ve got the right recipe and the right chefs in the kitchen to help you maximize your investment and realize the greatest potential for return.