Welcome to The Marx Group Archives: a collection of articles written in past issues of Catalyst, our monthly eNewsletter of marketing tips, as well as other resources. Our aim is to deliver marketing insights, recommendations, tips and techniques and to be an ongoing resource for our readers. To broaden our offer, we also invite guest authors to submit their articles.
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Put your analytics to work- August 29, 2008
Maximize your Website's Effectiveness with Google Analytics Those familiar with this free tool advocate its use. One reason users like Google Analytics is its ease in tracking marketing trends, such as where your visitors come from and how they...
Zoom in on Video for Increased Web Exposure- July 31, 2008
In May 2008, Google introduced "unified search" and began weighting web sites with strong video, audio and news content in its search engine returns. This is big news to anyone interested in keeping their company's website page ranking high on...
Planning Ahead- December 3, 2007
Typically I'm pretty good at planning big events ahead of time. I almost thrive on it (this really agitates my husband because should he not live to the next day, he knows I have a plan). Trade shows are big...
Simple, But Not Easy- November 1, 2007
What does this mean? How can something be simple, but not easy? I first learned the phrase Simple, But Not Easy about twelve years ago from Lew Epstein, a very important mentor in my life. Lew founded an organization called...
The Science of Launching a New Product- October 18, 2007
How many times have you been blind-sided when a new product launch doesn't go the way you planned? Doesn't it often seem that despite the attempts to organize the process, there are always a few contingencies you had not foreseen?...
View from the Bay: Climbing Mountains- July 1, 2007
Effective marketing is all about commitment, persistence and being willing to listen to the experts. Catalyst is a marketing newsletter and my aim, as someone who's been providing marketing expertise for over 25 years, is to provide high value to...
Lead Generation Redefined- May 1, 2007
When it comes to lead generation campaigns, we've witnessed the good, the bad and the ugly. And, we've heard many, many excuses to justify why a campaign is not fulfilling its promise. Lead generation is viewed differently from one company...
VALUE is the Differentiator- April 1, 2007
Several years ago we developed a pre-qualifying list of criteria for our "A-level" prospects. One of the most important benchmarks was "does the prospect currently use a marketing communications firm or have they used one in the recent past?" If...
What's the deep, dark secret to leveraging media?- March 1, 2007
How many times have you seen editorial coverage of a competitor in a trade magazine, as well as their ad in the same issue? How many times have you seen your ad in a trade publication and griped about the...
Taking Pause to Reflect- December 26, 2006
This month, I'd like to take a brief pause from the world of marketing to tell you a short story. As many of you know, I had a skiing accident March 5, which resulted in major back surgery March 8,...
Holiday Greeting Card- December 26, 2006
Happy Holidays from all of us at The Marx Group....
Tradeshow Mania Continues...The Week After- November 1, 2006
It's two weeks after exhibiting in the most important trade show of the year. You've had your post-show sales strategy in place for weeks, even months. You've already been in touch with the prospects you met at the event. The...
Metrics Chart- November 1, 2006
Sample metrics chart that grades topics from your post tradeshow meeting....
Being Strategic About Strategy- October 1, 2006
In the July/August issue of The McKinsey Quarterly*, this venerable and well-respected consulting firm wrote their observations about the strategic planning process: "Most companies have a formal strategic-planning process, but don't use it to make their most important decisions. Improving...
The Perfect Storm - Marketinig Style- September 1, 2006
It seems life for the marketing department becomes more and more complicated each Fall. At this time of year, many of us are still pushing through the current year's marketing programs, while some industries, such as the automotive and heavy...
Marketing Plan and Budget Worksheet- September 1, 2006
Sample spreadsheet that lists the marketing activities that were executed this year and spending needs for next year to achieve your sales budget....
Have your Next Trade Show be the Best!- August 1, 2006
You may already have your comprehensive Tradeshow To-Do List for managing the logistics of a trade show (a list that you have refined over many years). You’'e done your job and you're pretty confident that prospects will stop by the...
Networking and the brand- July 1, 2006
Put yourself in my place: I am at a reception during a trade show. I'm looking forward to spending time with business acquaintances, some of whom have become friends. While I am NOT there to sell, I AM looking...
Channel Collaboration- June 1, 2006
In the last issue of Catalyst, our Tip of the Month was: "How do you develop a more collaborative marketing effort? Ask your channel partners what they need to help successfully market your products or services. Have your marketing...
Who Needs Marketing?- May 1, 2006
For those of you who attended the recent Global Automotive Aftermarket Symposium (GAAS) in Dearborn, MI, I hope you enjoyed the panel I lead on marketing, entitled "Who Needs Marketing?" For those of you who did not attend GAAS,...
Your Brand Is An Asset- May 1, 2006
Microsoft is rated #2 in Omnicom's Interbrand annual brand value survey, stating that Microsoft's brand value (intangible) is $60 Billion, while the equity in the company (tangible) is estimated to be closer to $47 Billion. Microsoft has achieved this...
Who Needs Marketing?- April 1, 2006
Observations and questions regarding marketing in the Automotive Aftermarket designed for the panel at the next Global Automotive Aftermarket (GAAS) symposium led by our own Tom Marx....
Top 10 Marketing Resolutions- February 6, 2006
Here are The Marx Group's Top 10 Marketing Resolutions. Repeat after me: I resolve that for 2006, we will 1. Make Marketing a Daily Priority Marketing is the lifeblood of every business, so why cut off the flow? The...
A Wish for the New Year- December 26, 2005
I always try to take a few deep breaths at this time of the year. By doing so, I am able to acknowledge others and myself for the positive things that have happened - and let go of the...
2006 G.A.A.S.: Tom Marx Leads Marketing Panel- December 1, 2005
"Global Perspectives" is a bi-monthly publication from the Global Automotive Aftermarket Symposium. As a part of this year's symposium theme of "Thriving in a World of Change", Tom Marx is leading a panel of Automotive Aftermarket marketing leaders discussing "Who...
Sometimes Little Things Make a Big Difference- December 1, 2005
Would you adopt a new practice if we told you it would: Save time Decrease expenses Increase efficiency Improve communications Reduce stress Create more certainty? This practice is so simple it's almost embarrassing. And, it's one our most powerful...
A View From the Bay: It's All About Commitment- October 1, 2005
Q: What makes an effective marketing partnership? A: When the commitment to the relationship is senior to the circumstances. We all know that in order to have a real partnership in your relationships, you have to have partners who are...
Why PR Is So Good- August 1, 2005
Would you like to stop justifying your P.R. budget? What would it take to effectively report the relationship between your P.R. budget and the results - such that P.R. is considered essential to your marketing plan, rather than 'a...
Branding - Consistency is Essential- July 1, 2005
Your brand represents the experience that your customers and prospects have with your company and its products. To leverage this experience, it is critical to have consistent messaging....
Brand Equity, Part Two- June 1, 2005
Building Your Brand Branding is the art of developing an ongoing, trusting relationship between your customer and your company. When the activities of your customers enable your company's brand to achieve greater margins, you have positive brand equity. Here...
Brand Equity, Part One- May 1, 2005
The old topic of branding has been coming up a lot lately. Why? Like most things, branding has its own cycle. You could say that branding has come full circle. In the madcap days of the late 90's and...
How to Convey Bad News- April 1, 2005
Life can be disappointing at times. Stephanie Winston's article outlines a set of simple communications that can help you responsibly prepare the person to whom you are about to deliver bad news....
The Effective Meeting- April 1, 2005
For most companies, proving ROI for meetings can be a laborious process. Allow us to offer a simpler tool - our Meetings Effectiveness Audit....
Conducting a Marketing Audit- March 1, 2005
Conducting a thorough investigation of your marketing initiatives will keep your marketing and sales teams sharp and improve collaboration within departments....
The 3 C's- February 1, 2005
Once your advertising and/or public relations marketing partner is on board, keep the partnership fresh, authentic and proactive with "The 3 C's" - Communication, Collaboration and Cooperation....
Crisis Communications-Have a Plan or Plan to Fail- January 1, 2005
Companies that have no plan in place when a crisis erupts will find themselves scrambling to respond to the media who will inevitably descend upon them to get their reaction to the developing story....
Selecting a New Communications Agency- January 1, 2005
Because of the key role that a communications agency is able to play in promoting your company and its brands - ultimately enhancing profitability - the selection and retention of the right agency is critical....
Post Tradeshow Sales-Marketing Checklist- November 1, 2004
Having a solid structure of follow-up activities to get your teams into effective action immediately after a tradeshow, gives everyone the peace of mind to be totally present for each prospect meeting at the show....
A View From The Bay-Don't Panic It's Organic- October 1, 2004
Because it takes the entire spectrum of your marketing efforts into account, 'organic ROI' is a more effective - more realistic - way to measure your marketing investment....
Fantasy vs. Reality: Staying Sane During the 2005 Planning and Budgeting "Silly Season"- October 1, 2004
October is usually planning and budgeting season - the MOST important time to distinguish fantasy vs. reality. Here's how to set believable goals and sales projections, based on the serious consideration of sales gains (or losses) for the current year,...
Effective Public Relations Is All About Getting It Right- September 1, 2004
Public Relations expert McCoy believes there are three principles of "right" that will help you put together an effective public relations program: Right Message, Right Media and Right Away...
Leveraging the Channel Opportunity- August 1, 2004
With collaboration between your Sales and Marketing teams, the only changes in the sales process that your customers will notice are that their needs are being met and that they have a highly proactive vendor/partner....
A View from the Bay-CRM It Works!- July 1, 2004
Being in partnership and staying in collaboration and communication can make a big difference to your bottom line - especially when it comes to good customer service....
Strategy vs. Tactics - A Thin Line- June 1, 2004
When the whole team has buy-in on the strategy BEFORE it's implemented, there is an exponential increase in effectiveness....
The Future of The Aftermarket - A Shift in Perception- June 1, 2004
Both Wall Street and Main Street are beginning to appreciate the high-quality, technologically advanced respect being earned by the automotive aftermarket - an industry that continues to expand despite the perception of a softened economy....
There is Power in an Effective Strategic Creative Brief- May 1, 2004
Provide your creative team with enough basic information about the strategy, messaging, timeline and financial resources -- from the get-go -- and you ensure a much more powerful outcome....
Brainstorming vs. Strategic Brainstorming- April 1, 2004
Everyone has a pretty good idea of what would be called garden-variety brainstorming. Folks get together and toss out ideas, make a long list, no 'wrong' answers, etc. The Marx Group has increased the value of this common practice...
The Contract Between Marketing and Sales- February 1, 2004
The story seldom changes. Marketing and Sales just don't talk to each other. Even though both teams have the same goals - to create solid brand recognition, a healthy, expanding customer base, and a powerfully communicated value proposition --...
Avoiding a Lethal Disconnect - The Sales vs. Marketing Solution- December 1, 2002
A Lethal Disconnect The relationship between Marketing and Sales is critical. We've said this before, but in the course of our marketing planning for clients, we continue to experience a potentially lethal disconnect between these two teams. When a...
A Keen Eye on Marketing- November 1, 2002
Does your product stand out? The aftermarket continues to be challenged by "me-too" products. Manufacturers need to focus on distinguishing their products from those made by others. How many wheel companies can sell the same design? How many brake...
Reinforcing Your ROI- October 1, 2002
Spending money on marketing and advertising has become a major concern for businesses in 2001 - and again looks to be a top concern for 2002. Determining effective ROI for this seemingly imprecise investment has become even more challenging...
Leveraging AAPEX-SEMA- October 1, 2002
When it comes to the perception of what customers really want, have you ever noticed a gap between belief and reality? Sales teams often focus on the lowest price, and corporate marketing folks want to maximize margins. Both have...
Market to the Max at AAPEX-SEMA- October 1, 2002
The AAPEX and SEMA Shows in Las Vegas are right around the corner. The key to success in 2003 is to start taking action now. So, in the short amount of time leading up to the show, how can you...
Sales vs. Marketing- October 1, 2002
Sales and Marketing Teams: Allies, or Oil and Water? On several occasions we have witnessed first hand, or have heard of from an owner or manager, a serious lack of cohesion between the sales and marketing teams. Both factions send...
Trade Show Audit- October 1, 2002
Are you in the right trade show? We go to a lot of trade shows, and are often deeply involved with our clients' trade show activities. We thought it might be good to share this particularly useful "uniform information collection...
Four Short Articles- October 1, 2002
One of our very first Catalysts was quite succinct. Here are the four short articles from October 2001. Lead Generation: Force Majeure Still don't believe in silver bullets? On the average, Direct Mail campaigns generate less than 2% response -...
View From the Front Lines- August 1, 2002
AUTOFOCUS: Lynne, you said, "...that a number of guidance counselors still will turn prospective technicians away from the industry because of misperceptions about the automotive repair industry….that the industry needs to get more involved at this level in order to...
The Email Edge- July 1, 2002
It seems that many more of you need to embrace the newest, most powerful marketing tool out there today: Rich Email. Rich Email enters into a market dominated by TV and other mass media. It brings a breath of...
The Gilbert Email Manifesto (GEM)- July 1, 2002
Repeat after me: "Email is more important than my web site!" I can't stand it any more. I've listened to too many four-hour workshops about online fundraising in which it's all about web sites, web sites, web sites. I've...
