tablet computer with financial graph, a coffee cup and individual completing a mid-year review

A Mid-Year Review: Laying the Groundwork for a Successful Second Half of the Year

by BlogEdmiston Group

Here we are in the middle of the summer! Perhaps you’re thinking about vacations, time with family and friends, and baseball. But did you realize the year is more than half over? Before you know it, we’ll be in the fourth quarter, the holidays will be upon us, and we’ll be talking about business goals for the new year. Instead of being surprised near the end of the year, now is the perfect time to complete a mid-year review of your business.

By taking a look at what’s working, what’s not working, and where you need to adjust NOW, you can open the door for more peace and relaxation throughout the remainder of the year.

So let’s get started!

Collect Data from the First Half of the Year:

Collect and compile data on the following:

  • Goals: List your top 3-5 goals from the beginning of the year. For each goal, note your progress to date.
  • Revenue: Write down your gross income and net revenue through June 30th.
  • Break it down further: Break down your profit by product or service. Bonus for also notating your marketing expenses for each product or service.
  • Audience: How has your audience grown (or decreased) since the first of the year? Include your customer and prospect list, email list, mailing list, and relevant social platforms.
  • Key Metrics: What metrics do you want to track and review? Consider metrics such as conversion rate, customer acquisition cost, and customer lifetime value. You can learn about and track additional metrics here.

Confirm Relevancy, Identify Gaps and Opportunities:

Now that you have collected basic data, review and determine the relevancy of each goal.

Analyze Data: Review the data you’ve collected. Where are you on target, where are you over budget/under budget, and what surprises stand out?

Identify Market Trends: What is happening in your specific industry, local environment and within the business community at large that impacts your business or customers?

What has and hasn’t worked this year?  Take time and identify what is working for your business and what isn’t. Consider changes in staff, new products or services, launches, marketing campaigns, promotions, and online and/or foot traffic. Ask your team for their insights as to what has worked well and what hasn’t worked well.

Update Goals and Timeline:

Now that you have collected and analyzed data, and accounted for changes in market trends and what has and hasn’t worked to date, it’s time to review and adjust your top 3-5 goals for the rest of the year.

Have you achieved any of the goals? Are there goals you failed to take action on? Are you ahead of schedule or behind schedule on each of your open goals? Are the goals still relevant or is it time to rewrite one or more goals?

Also, take a moment to list ‘distractions’ – these are the goals that were never on your top list of goals, yet have utilized time and resources without your consciously measuring the importance of those goals against your long-term strategy.

Focus your attention, time, and resources on goals that matter for the success of your business. Let go of goals not serving your business to bring your energy and resources to those that do.

When you’ve completed updating and prioritizing your goals for the remainder of the year, ensure that each goal is aligned with your longer-term direction.

Plan for Growth:

The fall and winter can be lucrative seasons for many businesses. Therefore, as part of laying the groundwork for a successful second half of the year, determine what activities can help grow your business so you can meet your goals. When you’re done, review and update your projected revenue by month.

Account for ‘boosts’ to revenue from items such as:

  • Holiday campaigns (back-to-school sales, Small Business Saturday, holiday sales).
  • New customers through tradeshow participation.
  • Email marketing campaigns.
  • Launches of new products or services.

Account for ‘one-time’ expenses related to:

  • Audience growth
  • Marketing strategy and assets
  • Additional help
  • Product development and testing

Once you’ve planned these growth details, circle back to your newly updated goals to ensure alignment.

Pro-tip: Schedule a monthly review of your progress so you can continue to take action to stay on track.

Congratulations! If you’ve completed your mid-year review, you have time to react to any shortfalls and turn the tide to achieve a successful year. By completing this review now, you can plan for growth and campaigns, and you have time to get professional counsel to address areas of concern, be that legal, accounting, or marketing. 

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

strategic tune-up - closeup of keyboard with small tool box on enter key with the words Tune up

Four Ways a Strategic Tune-Up Can Help Drive Your Business to New Heights of Success

by BlogEdmiston Group

In today’s competitive business landscape, small business owners must constantly seek ways to optimize their operations and stay ahead of the curve. A strategic tune-up can provide valuable insights and guidance, helping you identify areas for improvement and develop a roadmap for success.

Here are four key ways a strategic tune-up can drive your business to new heights:

1. Strategic Evaluation of Current Operations and Processes

A thorough evaluation of your current operations and processes is crucial for identifying inefficiencies and areas for optimization. By analyzing your business from a holistic perspective, you can gain a clear understanding of your strengths and weaknesses, allowing you to make informed decisions about where to focus your efforts.

  • For example, a brick-and-mortar merchant might discover that their website does not provide a way for customers to easily place an order for pickup, and realize they are losing potential sales.  

2. Identify Gaps or Areas for Improvement

Once you have a clear understanding of your current operations and processes, you can identify specific gaps or areas where improvements can be made. These gaps may relate to customer service, product offerings, marketing strategies, or operational inefficiencies. Identifying these gaps is essential for developing targeted strategies to address them.

  • For instance, a retail store might realize that they are not effectively targeting its online audience, resulting in missed sales opportunities.

3. Tailored Recommendations to Optimize Operations and Enhance Services

Based on the evaluation and gap analysis, a strategic tune-up will provide tailored recommendations to optimize your operations and enhance your services. These recommendations may include streamlining processes, implementing new technologies, adjusting marketing strategies, or improving customer experiences. By implementing these recommendations, you can drive efficiency, increase productivity, and improve customer satisfaction.

  • For example, a manufacturing company might be advised to invest in automation to reduce production costs and increase output.

4. Collaborative Implementation Plan to Streamline Your Business Approach

A successful strategic tune-up requires a collaborative implementation plan that outlines the steps required to make the necessary changes. This plan should include clear timelines, responsibilities, and performance metrics to ensure that the recommendations are implemented effectively and in a timely manner. By working together with a team of experts, you can ensure a smooth transition and maximize the benefits of your strategic tune-up.

  • For example, an accounting firm might work with a consultant to develop a plan for implementing a new sales and outreach system to improve client communications and increase brand loyalty.

Embrace the power of a strategic tune-up and unlock the full potential of your business. Contact Autumn today to schedule a strategic tune-up and get started on optimizing your business strategy. Don’t let inefficiencies and missed opportunities hold you back.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

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Optimize Your Business with Your Branding, Marketing, Strategy and Digital Presence

by BlogEdmiston Group

In today’s competitive business landscape, it’s important that you take action to optimize your business for success. You can take action by building a strong brand, developing an aligned marketing strategy, and executing an effective online and social presence. Taking these steps is crucial to achieving your goals and ultimately your success.

In this blog, we share four key areas that create a comprehensive approach that empowers you to establish a powerful brand identity, reach your target audience, and achieve your growth goals.

Four Core Areas You Must Align to Optimize Your Business

Branding – Do Your Customers Know Your Brand?

Your brand is more than just a logo and a name; it’s the personality and perception of your business. In building a strong brand, you help establish recognition and trust with your target audience, which in turn can drive customer loyalty. The following are important aspects in building a consistent brand:

  • Logo Design: Create a memorable and impactful logo that reflects your company’s values.
  • Branding Guide: Ensure consistency in all your marketing materials, from brochures to social media posts.
  • Stationary and Signage Solutions: Design eye-catching and professional stationary and signage that establishes your presence in the physical world.

Marketing – Spark Creative Thinking to Fuel Growth!

Marketing is the lifeblood of any business. Effective marketing is crucial for reaching your ideal audience and driving results. You must have targeted marketing strategies that promote your products or services, engage with potential customers, and ultimately increase sales. Your marketing assets and strategies can include: 

  • Marketing Collateral: Create compelling collateral such as brochures, flyers, and other materials that communicate your message effectively.
  • Tradeshow Toolbox: Have the right tools in place to generate pre-tradeshow buzz that aligns with an expertly designed booth.
  • Event Execution and Business Launches: Plan and execute successful events and launches with targeted and proven processes that generate leads and build relationships with potential customers.

Strategic Planning – Strategic Vision, Tactical Execution

A clear strategic plan is essential for guiding your business toward success. By strategically focusing on your networking and marketing, and strategical planning how to achieve your goals, you optimize your success via strategic growth. Here are three specific areas to focus on: 

  • Define Goals and Vision that support Growth and Expansion: Set clear and achievable goals to drive your business forward.
  • Identify Opportunities: Analyze market trends and identify opportunities for growth and expansion, such as tradeshow opportunities.
  • Business Coaching: Leverage the expertise of business coaches to enhance your strategic thinking and decision-making. Doing so can be transformational to your business. 

Digital Presence – Amplify Your Brand Through Digital Channels

In today’s business landscape, a strong online presence is indispensable. Your online presence is important in both showcasing your products and services and in engaging with your audience. A well-optimized website and active social media presence can also help you reach a wider audience, generate leads, and drive sales. Your digital presence can include: 

  • Website: Make sure your website showcases your products and services and is responsive and user-friendly for your readers.  
  • Social Media & Digital Newsletter: Utilize social media and newsletters to reach your customers, engage with your audience, build relationships, and generate leads.
  • Video Production: Create compelling videos that tell your company’s story and captivate your audience.

By implementing these strategies, you can optimize your business for success. Contact us today to schedule a consultation and take your business to the next level.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

new blog content ideas - word abstract in vintage new blog content ideas - letterpress wood type blocks with a cup of coffee

5 Ways To Generate New Blog Content Ideas

by BlogEdmiston Group

Have you ever calendared the time to sit down and write your new blog content and as soon as you sit down your mind goes blank? Suddenly, you panic and your mind spins about what topics to talk about or what kind of content you create. If so, you’re not alone. Utilizing tools like ChatGPT or Answer the Public can help in blog writing efficiency.  When used effectively these software tools can provide a variety of topic ideas and blog titles on a given subject and can take the headache of finding new topics.  

Setting up Google alerts on a type of industry such as “Marketing Tips for Small Business” can keep fresh ideas coming into your inbox.  You can set the frequency as to how often you’d like to see news but these types of stories can be utilized for inspiration or reshared on your social media channels with comments and engagement.

Here are 5 ideas for creating new blog content:

new blog content ideas - word abstract in vintage new blog content ideas - letterpress wood type blocks with a cup of coffee

1. Mind Mapping

Mind mapping is a way to “brainstorm” a topic. You usually start in the middle of the page with the central theme or one of your core business concepts, and from that point, you work outward in all directions (like the spokes of a bicycle tire) to create a growing diagram composed of keywords, phrases, concepts, facts, and figures. All of these spokes or ideas can be used to generate new blog content that reinforces your business’s core values and resonates with your audience.  

2. Look at Your Competitors’ Content Strategies

Who better to learn from than someone else who also knows your audience? Examining your competitors’ content lets you know where there are gaps in your content marketing plan. These gaps can create more opportunities for your business to reach out to the audience that you have missed or overlooked.

By reviewing their blogs on their website, you can see the different content they are using and how effective that method of delivery is working. For example: If you see a certain topic is driving a lot of traffic or comments, you may want to also cover that topic and share it with your audience.

The main objective is to understand what interests your target audience and how you can fill in the gaps in your marketing content without replicating your competitor’s content. Think about how you can bring in your core advantage and offer your unique perspective through your business voice while keeping your core values intact.

3. Join Social Media Conversations

If you are not active on Social Media, you might be missing out on opportunities to recognize topics of interest to your audience. Social Media is a way for your audience to express their thoughts, interests, and preferences. By participating in these conversations, you will gain valuable information that you may not have thought of or been aware of. Also, by joining the conversation, you and your company will gain exposure to share your expertise and increase your brand awareness by being seen and heard by a wider audience. In a nutshell, thoughtful participation allows you to show your audience that you care about them by listening to what they have to say.

4. Explore Google Search Suggestions

Google Search suggestions are a quick way to identify what people are searching for in real time. Here is how it works: When someone starts to enter a question into the search box, Google Search automatically looks at common and trending queries that match what someone else has already been searching for. Google Search then gives you several choices for completing the question. Writing to these search queries is a smart way to brainstorm ideas around highly targeted content.

5. Ask Your Audience

It’s so simple that we often overlook the obvious. Ask your audience what they want. This boosts engagement, gives your audience a voice, and shows that you care about what they want. You can use your social media channels, email newsletters, or even a simple survey on your website to gather their opinions. Remember to always ask open-ended questions so your audience can indicate their choices and elaborate on them. Engaging your audience this way can provide you with targeted content ideas as well as letting the audience know they have a choice in the content you create.

There are endless ways to come up with new blog content ideas and these are just a few. Hopefully, by implementing any or all of the 5 ideas above, you will be well on your way to creating new blog content that resonates with your audience, shows you value them, and establishes you and your business as an industry leader.

If you need help putting your blog content together, give the Edmiston Group a call at 724.612.0755. We can create the blog content for you or help create a blog content calendar for the continued success of your business. 

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

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3 Advantages of Traditional Advertising

by BlogEdmiston Group
a-mural-of-different -forms-of-traditional-advertising-media-on-a-pastel-background.

Social media and digital marketing have been the focus of many marketing plans for over ten years. And while many companies continued to use traditional advertising, many looked to the cost-saving convenience of online marketing and advertising.

However, over the years, the digital landscape changed. Each platform became more complicated. Online advertising became very expensive. Suddenly, we realized that we needed to hire teams or know how to manage copy, create graphic assets, use social media schedulers, and read analytics. That’s just the tip of the iceberg of all the work, time, and resources that can go into a digital-only presence. 

As the landscape changed, privacy laws instituted new technological requirements, different audiences leaned towards different social platforms, and the amount of noise skyrocketed. That’s why it’s all the more important to know and connect with your audience as discussed in our blog How to Connect Authentically with Your Audience. It’s critical to target your message to cut through the noise.

It’s also smart to have a two-fold approach. What does this mean? It means having both digital marketing and traditional advertising in your marketing plan.

So, what is traditional advertising? Traditional advertising is any form of marketing that does not use online media to reach an audience. Basic examples of traditional advertising include newspaper ads and print ads, billboards, direct mail, TV and radio advertisements.  There has recently been a shift to direct mail.  My client has had good success with the right letter by drilling down to a target audience to include not only demographics but FICO scores as well.  

Although traditional advertising has taken a back seat to online digital marketing, it remains an effective avenue for boosting your brand. Traditional advertising creates opportunities to reach a large audience in ways that digital marketing cannot. The emotional impact of traditional advertising should not be underestimated. Television and radio, in particular, offer the opportunity to engage audiences on a visceral level through storytelling, music, and visuals. These emotional connections can leave a lasting impression, making your brand more memorable in the minds of consumers.

3 Advantages Of Traditional Advertising

1. Connection With Your Local Audience

Building a connection with your local audience can create a bond that makes them feel appreciated and know that you have a genuine interest in their wants, needs, well-being, and lives. This connection will help them feel they are understood… and who doesn’t like to feel understood and appreciated? 

Today’s consumers rely on relationships more than ever when deciding on how to spend their money. So, why not create the best relationship you can with your audience?

With traditional advertising tactics such as marketing collateral, newspaper ads, local TV commercials or billboards, your company will be seen in the heart of your community and your efforts to reach your target audience will feel more organic and less business-like.

2. Sustainable Promotional Materials

Have you noticed that when you are online, you are constantly receiving promotional materials? Sometimes, a company may post online two or three times a day to keep in front of you and garner your attention. However, this can be a bit overwhelming and even annoying.

Traditional methods of marketing are more sustainable and leave a longer impression on your audience. They also can reach a diverse audience across all demographics. You can also achieve more efficiency by using the same TV commercial, flyers, business cards, or brochures over and over again. You design them once, use them, and update them when needed. Therefore, you don’t have to constantly produce new material and promote your product or service with a frequency that is difficult to manage.

3. Traditional Advertising Establishes Credibility

Consumers are spending a lot of their time online and it seems they are becoming increasingly frustrated with the chaos of digital advertising. With so much digital advertising, consumers are forming a negative association with the company’s brand, service, or product. Digital advertising oftentimes can create a barrier and prevent the consumer from reading an article, watching a video, or browsing a website. According to a Hubspot survey, 57% of participants disliked ads that played before a video and 43% didn’t even watch them. As a result, companies are looking for ways to set themselves apart and cut through the noise and clutter.

While digital channels are susceptible to the perception of fake news and online scams, traditional mediums, such as print and television, often carry a sense of more legitimacy and authority. Printed material and ads are typically viewed as more trustworthy. Why? A company that can place ads in print media such as a magazine or newspaper, or in a commercial on television and radio, is perceived to have the financial means to do so. So, the consumer’s perception is that if the company has the money to do so, the company is growing, successful, and stable.

“With the rise of digital advertising and social media, there was an assumption of the demise of traditional advertising. However, traditional advertising is alive and well!”

Traditional and digital advertising, when used together, can broaden your reach, build more credibility, resonate brand presence, and motivate buying from consumers who otherwise might not watch or listen to digital marketing messages.

Every company uses advertising in one form or another to help promote their business. Are you targeting the right publications? Do your ads contain strong calls to action? If you need help putting your advertising strategy in place, give the Edmiston Group a call at 724.612.0755. We can measure the effectiveness of your advertising plan and make adjustments to drive more success for your business.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Business woman and man having a meeting at a table.

How to Connect Authentically with Your Audience

by BlogEdmiston Group
Business woman and man having a meeting at a table.

To best connect with your audience, it is essential to develop an authentic voice that accurately communicates your brand. By having a deep understanding of your audience’s needs, wants, and preferences, you can create tailored campaigns that resonate with them and create a connection.

This connection with your target audience is vital for your business. It will help you determine how your audience reacts to different events, items, and situations. Your ability to establish an emotional connection supports building trust, determines your credibility, and can make the difference between being evaluated positively or negatively and even being believed or doubted. When done well, the emotional connection can result in increased brand loyalty and sales. So, how do you connect with your audience?

Tell Stories

The key to telling stories is to give the audience an emotional experience. Storytelling connects people. Storytelling can lead to a better understanding of your content and longer retention of your messages. People remember stories because they can relate to them. 

Meet Your Audience

There is no better way to connect with your audience than to get outside and meet them. So, take some time out of the office, leave those distractions behind, and strike up conversations with your audience. You can truly discover what they like, what don’t they like, and what their challenges are. You can then take this information back to the office and specifically tailor your messaging to their responses from your conversation with them.

Be Passionate

Be passionate and enthusiastic. Your enthusiasm and passion for your brand can be contagious and help to engage your audience. If you show your genuine interest and excitement for your product or service, your audience will be more excited and more likely to listen… and act upon what you have to say.

Businesses that prioritize this connection over just seeking sales transactions create a loyal customer base that is more resistant to competitive pressures and re-enforces their brand loyalty.

The key to connecting with your audience is to respond to your audience’s needs authentically. Take the time to find out who they are, and what’s important to them, and listen closely to their needs, pains, and expectations. Then take action in your marketing and messaging to create an effective, data-backed marketing campaign that tells a story, speaks to your audience, and creates a solution in their lives.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

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7 Marketing Steps to a Successful Product Launch

by BlogEdmiston Group
A-blue-background-with-multiple-words-of marketing-tools-and-a-finger-pointied-to-the-words-Product-Launch.

Launching a new product demands strategic planning, creativity, and an understanding of the ever-changing marketing landscape. The success of your product launch depends on more than the quality of the product; it also depends on having a strong brand with a supporting marketing plan that captivates the target audience and propels the brand into the spotlight. In this blog, learn about the 7 essential marketing steps to help you create a successful product launch.

STEP 1: Build a solid brand foundation

A strong company starts with a solid foundation from which to build the brand. In other words: 

  • Ensure there is not a name conflict with your business name.
  • Create a strong identity with your logo and consistently utilize it in the same fashion.
  • If appropriate, create a corporate identity with divisional names and logos for each product line.
  • What is the strategy for business growth? Is your strategy based on market research?

STEP 2: Create signage to share your message

Carry your brand across all markets via your signage clearly and consistently.

  • If you utilize branded vehicles as a moving billboard – are they conveying the right message? Do they meet the appropriate size specifications? 
  • Your products present real estate for showcasing your company brand. Are you smartly utilizing that space?
  • Your social media cover images and email headers also offer real estate for consistently presenting your brand.

STEP 3: Bring your story to life

To bring your story to life, incorporate photos that professionally showcase your company. You’ll want to identify key areas of your business.

  • Create a storyboard that outlines the story to easily enlist the help of your staff and your marketing support to ensure no key points are missed.
  • A professional photo shoot allows you to showcase your products or services in a professional manner.
  • Consider the use of a professional voiceover for commercial purposes.

STEP 4: Build your online presence

It’s important to consistently integrate your company brand online, both visually and in your content messaging.

  • Ensure your website is mobile-responsive.
  • Apply your brand to each social media channel you are integrating into your marketing efforts.
  • Have a plan for updating your site on an ongoing basis.

STEP 5: Create marketing collateral 

Ensure your marketing materials and advertising describe your services and help your sales staff tell your story.

  • Ensure your materials are professionally produced, both online and in print. These materials might be a potential client’s first impression of your business. Make it a good one!
  • Determine what type of communication you will use to sell your product. Will you integrate a system for business letters of introduction and stay in touch with digital marketing?
  • Do your print and/or online ads have appropriate calls to action?
  • Incorporate QR codes into your marketing collateral for increased engagement from your audience.

STEP 6: Put together your tradeshow toolbox.

You’ve invested time and money into developing your booth space and now the show is quickly approaching. Are you ready?

  • Does your booth portray your brand and look professional?
  • How are you going to drive traffic to your booth?
  • Do you have a strategy for a giveaway?
  • Are you prepared to ask open-ended questions that lead to warm leads?
  • What will your next step be after the trade show? Do those leads go into a draw, or do you have a process in place to follow up and close business?

STEP 7: Make the most of your brand.

After all your hard work investing in your brand and brand exposure, it’s important to plan strategically for your business growth. Here are several actions to keep in mind:

  • Form aligned strategic partnerships.
  • Reflect any service or product changes in your marketing.
  • Develop your advertising message, including a strong call to action.
  • Determine which advertising channels are appropriate for your company.
  • What is the role of social media and digital marketing in your business growth?
  • Determine what trade shows you will participate in. 

Our clients often ask us how to plan for their business growth. As part of a strategic marketing plan, we work with small businesses to analyze the state of current business and goals for growth. You can view a case study representing the work of Edmiston Group for a product launch for MEI Cybercorp here.

These seven steps are guidelines for a successful product launch. If you need help with honing your brand or crafting your marketing plan for your new product launch, the Edmiston Group can help. Call me at (724)612-0755. Part of being successful is knowing where you want to go and how to get there. Together, we can make that happen.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

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Why Does Your Business Need Marketing Collateral?

by BlogEdmiston Group

Why do businesses need marketing collateral? The answer is simple. Marketing collateral is a critical component that helps connect your audience with your brand! And this connection ultimately leads to new business growth and to sustainability with existing customers.

A logo is a great example of the importance of your marketing collateral. Does your audience recognize your logo? When your audience sees your logo, do they automatically connect it with your brand? A logo is a foundational piece of your branding. Be sure to get it right and to use it on all your marketing collateral.

Marketing collateral goes well beyond your logo. These marketing assets include all of your sales and marketing materials that you use to promote your products and services, as well as to increase sales and conversions, and to build loyalty. Examples include flyers, business cards, and brochures, as well as many other types of collateral.  People may think that printed material may not be necessary in today’s world, but electronic versions of your materials can easily be forwarded to potential customers.  QR codes on flyers can drive traffic to a landing page or directly to your website.

An effective service description and call to action communicate why potential and existing customers should do business with you, above all others. This is another reason why your business needs quality marketing collateral. It is also why your marketing materials need to communicate your message consistently and effectively.

Many businesses also choose to integrate the power of storytelling into their marketing collateral. Storytelling can be one of the most important aspects of your marketing collateral. Being able to tell your story in a creative and easily digestible way prevents your message from getting diluted, documents your story, and helps anyone understand exactly what it is that your company does. Examples of this can include case studies.

In a cluttered landscape, well-crafted collateral cuts through noise, delivering information, evoking emotion, and driving action. Your marketing collateral is more than paper. Marketing collateral helps form a bridge between your brand and your target audience and helps you effectively communicate your message, thus influencing your customers’ decisions. 

By understanding and leveraging the different types of marketing collateral available, you can create a cohesive and impactful marketing strategy that resonates with your customers. Whether it’s a well-designed brochure, an attention-grabbing poster, an informative case study or white paper, each piece of collateral contributes to building a strong brand presence and fostering meaningful connections.

If you are ready to maximize your business growth efforts through marketing collateral, the Edmiston Group would love to help. Email me at [email protected] to see how we can help solidify your marketing collateral efforts.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

An open envelope with the words Mailing List to illustrate a file of customers, readers, subscribers or recipients for your marketing message or communication

Growth Strategies to Get People Excited to Join Your Email List

by BlogEdmiston Group
An open envelope with the words Mailing List to illustrate a file of customers, readers, subscribers or recipients for your marketing message or communication

Your email marketing list is one of your most valuable business assets! Why? It’s simple. You own it. You can reach out to your audience when you want. You don’t have to ‘work around’ complicated algorithms that you encounter on social media platforms. You don’t have to pay advertising fees to send your email, and you can even send targeted emails to different segments within your list.

The Value of Your List

Did you know that 71% of consumers prefer buying from companies aligned with their values? The key word in growing your list is VALUE. Focusing on inviting the right types of individuals to be on your list can add value to that person, to their business, or to some aspect of their life. Perhaps they are a great strategic partner and you can help each other out? Growing your list is about more than size. It is about quality and intention. Do it right, and you can set yourself apart as a leader in your industry or community, gain recognition for your authority and expertise, grow your referral network, stay top-of-mind with those important to your business growth, and ultimately, grow your business.

Get Consent

It’s true. You need to get consent to add people to your list. Exchanging business cards is not consent. Utilize a sign-up form, text-to-join, or even a lead magnet to grow your list. Take time to learn about CAN-SPAM, GDPR, and other regulations.

List GROWTH Strategy 

There are many ways to grow your email list. Here are just a few examples: 

  • Create an Assessment Quiz: Develop an interactive survey or quiz that segments readers into descriptive categories that are aligned with your selling cycle and their journey.
  • Create a Fun # Your Audience Will Identify With: Who doesn’t want to belong? Be creative! Think of and incorporate a # onto your sign-up form and button.
  • Provide a Free Report, Checklist, or Whitepaper: Create, design AND share great content that helps your audience solve a problem.
  • Free Webinar: Invite your audience to a limited-time LIVE webinar and/or make a recorded webinar available for free.
  • Free Giveaways – such as Book or Video: YES! If your price point is high-enough, why not mail a book to great leads – they pay shipping only – or you cover that too. Alternatively, provide a free e-book for download.
  • Run a Challenge: Share a short training program via automated emails that can be completed in one week or less (i.e. 3-Day Challenge, 7-Day Challenge).
  • Just Ask!: On a phone call? Networking? Offer to send a relevant newsletter directly to them and ask if they would also like to be added to your list!
  • Text-to-Join: Do you speak at events? Ask your audience to sign-up during your talk! Provide the slide deck, or other relevant content, in return. Be sure to let them know they are signing up for your newsletter and that they can easily unsubscribe.
  • Cover the Basics!: Make sure you cover the basics! Can readers easily sign up for your newsletter via your website, blogs, Facebook, email signature, and even invoices?

Growing your email list doesn’t have to be hard. By being creative, showing value, and stretching the boundaries of your current audience, you can see significant growth in your email list. 

And Last But Not Least, Thank Them!

Your audience is giving you their TIME and ATTENTION. Be sure to provide true value in return. Share your knowledge, share discounts, and let them know you care!

If you aren’t sure where to start, give me a call at (724) 612-0755 so we can assess your needs and create a more effective marketing strategy.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

A badge and lanyard reading Trade Show for attendees to wear as a pass to get into a conference, convention or other large event

Tips For Preparing For Your Fall Trade Show

by BlogEdmiston Group
A badge and lanyard reading Trade Show for attendees to wear as a pass to get into a conference, convention or other large event

Summer is just about to begin and there is no better time than now to start preparing for a fall trade show. These events provide an opportunity to share your products or services with other vendors and build connections with potential customers. Trade shows require significant planning and preparation to ensure that the event runs smoothly. If you haven’t started planning for a fall trade show, now is the time. Here are a few tips to help you get started:

1. Determine your goals.

What results do you want to achieve for your business by participating in the tradeshow? Establishing goals early in your trade show preparation process can help you and your team take a more focused approach. These goals should be specific and measurable objectives for your team to achieve and be based on factors such as lead generation, brand awareness, or sales.

2. Develop a budget.

There are many factors to consider when creating a budget for a tradeshow. These costs help control your expenses to meet your goals and objectives. After establishing your goals, it’s time to break down the costs associated with reaching them. Some of the expenses are comprised of the following items:

  • Booth Space and Location.
  • Exhibition stand design: building and transportation costs.
  • Logistics: shipping of marketing materials and products. 
  • Marketing: creation of advertisements, brochures, and gifts.
  • Staff: wages, training, attire, and accommodations.
  • Show Services: utilities, carpet rentals, WiFi, etc.

If you are unable to determine your costs at certain events, you can always search for an online trade show calculator to help you estimate the costs. 

3. Design your booth and presentation.

Location, location, location. Setting up a booth in the right location is key. If possible, consider choosing a location close to the entrance of the trade show, around the food area and bathrooms or close to major attractions or show sponsors to take advantage of high-traffic areas. The more foot traffic around you, the more visibility your booth will have. The more visibility you have, the greater the potential for sales.

When designing your booth, blend in visual brand elements, such as colors or logos, to increase awareness and recognition. You also want to ensure that your booth or display communicates clearly what your product or service offerings are to the attendees. Clear messaging helps people understand your business immediately and invites them to stop and talk to you. 

Pro Tip: Include a presentation to promote your brand that represents the value you can provide and how you differ from competitors. It can vary widely in length, content and style, but generally run 3-5 minutes. If you are not comfortable personally doing the presentation, try using presentation software such as PowerPoint, Prezi, or Google Slides. You have a captive audience at a tradeshow with only a short amount of time to impress them. So, be clear, concise and to the point. Make sure they walk away knowing what your products or services are and how those can be of benefit to them.

If designed properly, a well-designed booth and well-executed presentation will attract, engage, and inform your target audience. By adding interactive content, it can help increase your leads, add to your brand message, and jumpstart your sales. 

4. Explore the opportunity to present at a breakout session.

If you’re comfortable in presenting programming on a given topic explore the opportunity to present information at a breakout session or participate in a panel discussion. By identifying the conference theme and reaching out to the trade show organizers, you can pitch a breakout session to fit the conference theme for their consideration. This should be done early in the planning stage in order for your breakout to be considered for the available program slots. Being a presenter can lead to additional exposure for you and your business as your program and business name will be highlighted in marketing of the trade show.

5. Utilize social media.

With so many consumers relying on social media in their lives, social media is a cost-effective way to promote your presence and brand at a trade show. How? By posting content relevant to the tradeshow and your organization using the tradeshow hashtag and handle. You can also extend invitations to connect by reaching out to existing clients and potential clients with personalized invitations. Lastly, try live-tweeting throughout the event, or publishing videos on Facebook or Instagram from the tradeshow. Identify the hashtags used for the tradeshow and use them in your posts.  This will inform clients on what the trade show is about and peak their interest to attend. 

If you don’t know where to begin or have run into challenges planning for your next trade show, let’s connect. Give the Edmiston Group a call at (724)612-0755.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.