The fundamentals of marketing never change.
Your marketing tool kit has expanded dramatically.
Disciplined execution of a coherent marketing plan is the best predictor of success.
This is what we do for a living.
We do three things that grow client revenues:
1. Study their business, their market, their customers and their competition and write a comprehensive, usable Situation Analysis. Flat fee.
2. Write a comprehensive, common sense marketing plan that can be carried out in the real world. Objectives, strategies and tactics flow from the Situation Analysis and are clearly set out. Flat fee.
3. Take enough responsibility for follow through to see that the plan gets executed. Monthly fee, usually.
What our clients have said:
“I wanted you to provide the marketing strategy overview we did not have. I also wanted you to help us execute better. You exceeded my expectations in both areas. ”
— Dana CapocacciaRead the letter (PDF)
Luminetx, Memphis, TN
Kane Hall Barry Neurology
“When we hired you in April 2009, our revenue was declining by 5.5% per year; Kane Hall Barry is now up 18% over year ago. Bob, our future is brighter because of your work. ”
— James Barry, M.D.Read the letter (PDF)
Kane Hall Barry Neurology,
Fort Worth, TX
Jeffery P. Reynolds, P.A.
“…Thank you for the excellent marketing…my website…detailed marketing plan…corporate identity program…CLE event…salesforce.com…great media contact person…I wholeheartedly recommend you. ”
— Jeff ReynoldsRead the letter (PDF)
Jeffery P. Reynolds, P.A.,
About Bob O’connor
About Bob O'Connor:
O’Connor Effective Marketing is the marketing consulting practice of Bob O’Connor and helpers.
Bob is smart, dependable and experienced. He knows what the right marketing actions are and gets them done for clients.
Bob started in brand management at Procter & Gamble (Scope, Pampers) in Cincinnati, then worked at a fine regional advertising agency in Memphis and then ran his own, O’Connor Kenny Partners.
Bob has a broad range of experience, including healthcare and legal marketing, and all aspects of consumer and b2b marketing. This includes marketing and sales planning, advertising, public relations, market research, consumer and trade promotion, SEM and social media.
Current healthcare clients are StatLink, a Memphis-based telemedicine neurology firm, and Kane Hall Barry Neurology in Fort Worth. Past healthcare clients include LeBonheur Children's Medical Center, The Med, Baptist Physicians Organization, and Luminetx in Memphis.
Current law firm clients are Jeffery P. Reynolds, P.A. in Jackson, MS and the Fried Law Firm, Bethesda, MD. Past law firm clients include The Law Office of William Myers and Holland, Ray, Upchurch and Hillen.
Other notable past clients of Bob’s include Hard Rock Café Worldwide, ConAgra, Hershey Foods, Cargill, Pepsi, Kraft Food Ingredients, KFC, Air Midwest, Hancock Fabrics, Fitzgerald's Casino, and ServiceMaster.
- 1. What marketing is
- 2. Nobody cares about you
- 3. The 80/20 rule
- 4. Execution is more important than strategy
- 5. Stand for something or stand for nothing
- 6. Walk a mile in your customers' shoes
- 7. Be easy to remember
- 8. Be easy to find
Marketing is what you do to encourage the exchange of your product for payment.
Effective marketing is effectiveness at the place where your organization, your customers and your distribution channels overlap. Simple. Not easy.
They only care about what you can do for them. Be sure they know.
20% of your customers provide 80% of your profits. Find out what these loyal customers like best about your product and give them more of it. This is more profitable than chasing new customers.
If you want to find new customers that will be loyal, profile your top 20% and then look for people that are just like them.
Be adequate in marketing planning and outstanding in execution.
If you try to be everything to everybody, your best prospects will not understand what you can do for them.
When was the last time you tried to buy your product or service? Were you delighted?
Take a page out of Walt Disney’s book: any part of your operation that customers can see or hear is onstage. Snow White does not chew gum when she is onstage. She stays in character. Do you?
A generic name will drag on your marketing. Choose a name that is unique to you. The Mayo Clinic did. Cleveland Clinic wishes they had (Cleveland Clinic is now in Florida. Cleveland is now in Florida. Really?).