1) Spend Aggressively (and wisely)

In a bad economy, the first reaction is to cut back on expenses.

Here’s one way proactive investment — instead of reactive “saving” — helped our homebuilding client fight the economy.

During one of the most challenging homebuilding downturns, The Jones Company decided to strategically invest in a new Kochan & Company-created campaign giving St. Louisans “Reasons” to build a new home now.  Messages were delivered in the usual print and outdoor PLUS specially negotiated :15 radio and online advertising to expand audience reach.

During our eight-week campaign, website and community traffic increased 35%…and sales rose 15%.

2) Hit your audience early and often

Success generates success.  With a compelling message, “early and often”  increases interest, traffic and sales.

The Missouri Valley Conference’s annual basketball tournament is a neutral-court event, so fans must travel 2 – 10 hours to attend.  By targeting the fans in each local school market early in the season, then adding advertising pressure in the St. Louis market before the tournament, Kochan & Company was able to increase overall school box office sales by 35%, actually breaking The Valley’s all-time sales record more than two months before the event.  The promotion also set records for single-session, semifinal session and overall tournament attendance.

3) Be seen and heard

Brand recognition is often the difference between a little success and A LOT of success.  When Kochan & Company worked on Senoret Chemical’s Terro brand, you could see (and hear) the difference.

Terro Ant Killer was a great product.  But consumers had never heard of them, and retail shelf-space was almost non-existent.  Kochan & Company developed a new brand identity, supported by redesigned packaging and new point-of-purchase materials to boost store-level impact.  New ads in trade publications and trade show booth designs raised recognition retailers nationally, and new :60 regional radio spots built consumer interest and demand for those retailers.

Terro product sales grew from $2 million to $12 million over five years.  It’s SKUs are now in Wal-Mart, Home Depot, Lowe’s Walgreen’s and other national chain stores, and Terro Liquid Ant Killers has become the #1 brand in ant baits and liquid ant bait killers in the United States.

4) Be outrageous

Attention-getting actions and behaviors get noticed and remembered.   Try something wild (we blew up Benny Koske “The Human Bomb” to commemorate the anniversary of our Boomers Night Club client) or outlandish (we created the world’s largest coupon on an outdoor board and a week later the coupon had been “clipped” and redeemed).  Spread the word, generate buzz and reap the benefits .

5) Make a promise

Whether it’s same day-delivery, or a money-back guarantee, or even the fact that a “live person” will help you, you just have to make ONE meaningful promise to people.  Deliver on it, and you’ve got a customer for life.

6) Saturate ONE medium

Try it for a quarter, and see what happens.  You’ll be amazed how hard those concentrated media dollars work against one audience.

Be even more specific (one radio or tv station, or one print vehicle, or one online outlet) and really test the effectiveness. Then, add incremental spending in other media to expand your audience or build your momentum.

7) Perform an autopsy on 2011

Revisit the past year’s marketing efforts.  Be objective.  Choose your favorite/most effective/memorable effort; study it, analyze it, see if you can improve it….and plan to repeat it in 2012.

Then forget about the rest.  Demand fresh ideas, proactive thinking and better results.  Your company will thank you.

8) Become your competitor’s customer

Visit their store, experience their customer service program; see what they say, do, offer.

Call or email for more information on a service offering; ask for an appointment or product and check out the process…and see how they deliver.

Set up an email account for this purpose and sign up for newsletters, rewards programs, etc. to see how your competitor uses database marketing.

9) Befriend a blogger

It’s great when you say nice things about your product, service or company.  It’s even better when someone else says it for you.

Identify the top bloggers in your industry.  Ask for a product review, send information (or a sample), pitch them story ideas.  Readers trust the blogs they follow and respond accordingly.  For business-to-business companies, pitch your team to be “guest bloggers” on industry sites; build interest (and your customer base) by being positioned as respected experts.

10) Develop an online survey

The difference between thinking you know what your customers want, and KNOWING it can be the difference between success and failure.

Choose one of the free online services (Survey Monkey, etc) to find out one or two key things from your current database….plus use Facebook, your website and in-store offers (where applicable) to generate additional interest.

11) Create a personality

And make sure that personality is reflected in all marketing efforts.  Using humor, wit, fun and charm while staying “real” to your customer can build relationships and draw more business to your business.  It’s the different between Target and Wal-Mart.

12) Test ONE technology trend

Technology moves faster than business.  Even technology businesses have trouble keeping up.  So instead of dipping your toes into social media, testing the waters with mobile apps and web-based services, and trying to keep your company technologically relevant, choose the ONE trend you think will be the most meaningful to your customers and/or the most practical for your business.  Focusing your efforts on becoming the only one in your industry to offer a secure mobile application will be much more effective than being one of 200 companies that “tweets” once in a blue moon.

So….what’s the plan?

Add some sizzle to your customer loyalty programs

Your best players know you care. And you’re probably already working hard to keep them happy. So think about adding a tier or increasing amenities to your “next-to-highest” rollers; these are the people who aren’t receiving your best benefits yet, so other casinos’ offerings could really impact this target.

And consider adding some local partners, with off-premise deals, to add value to your program overall (think of the popularity of Groupon!). Every time someone gets a discount on an oil-change, or a free doughnut, or saves money at the hair salon, you’re building customer loyalty even when your customers are elsewhere.

Spice up old promotions and programs

What’s worked before? Take a look at your most popular and profitable promotions from the past, and re-introduce with a new twist or prize upgrade. Revisit your Seniors’ program – add a breakfast deal, or a seniors “happy hour” or a Seniors-Only Slot tournament to increase visits and participation. If you have a Frequent Diner program (and you should!), offer a prize drawing or contest for qualifying guests. Freshening up your successful programs gives your guests fresh reasons to visit.

Revisit your entertainment offerings

Of course, your “star power” name entertainment is going to generate new trial, and bringing in the “tried and true” acts again and again will increase visits from those fans….but that’s just a few nights a month. You’ve probably got a nice empty room the rest of the time, so why not plan some weekly events? You could book local bands on Thursdays (and let the band do the promoting). Or karaoke on Tuesdays — add a contest, and create some buzz. Try speed-dating, country line-dancing, dueling pianos, jazz….anything that will build traffic. Just be consistent, and make sure you tie the event to your card program in some way so you can track play and measure the event’s success.

Get a second opinion

A little research and a little perspective can go a long way in keeping a competitive edge. Base your plans on what you KNOW (through web and phone surveys, focus groups and on-site interviews) not what you think you know. Properties change…and so do your customers. And remember that it’s as important to talk to people who aren’t your customers as those who are. Ask your competitors’ customers what they think of your casino…then be prepared to act accordingly.

Challenge a marketing firm to bring fresh ideas, industry insights and proactive thinking to your property….along with a clear expectation for measurable results. Even a short-term partnership can reap benefits that will give you and edge over the competition.

Need more tips?  Got a question?  Ask Bob Kochan for a FREE consultation.

Kochan & Company named one of St. Louis’ Best Marketing Firms.

In the November issue of St. Louis Small Business Monthly the Best in Business section features St. Louis area companies that won’t settle for just good enough. This month it salutes Best Marketing Firms nominated by SBM readers.

At Kochan & Company, we’ve always believed that “Good is not good enough” especially for the work we create for our clients.  “And to be recognized for that philosophy is quite an honor,” stated agency president Bob Kochan.

24 St. Louis based firms were saluted in the publication. The roster includes design, digital and experiential marketing firms in addition to full service advertising and marketing companies like Kochan & Company.

By coincidence, Kochan & Company is also celebrating its 24^th Anniversary in November. “I can’t think of a better way to celebrate our people and work than by being recognized in this way,” said Kochan.

Senior Art Director Kevin Steen contributed his own version of the famed Rally Squirrel to help our hometown Cards rack up yet another post-season win.

Tailor this promotion for random drawings, weekly hot seats or – if the prizes are enticing enough – your major holiday promotion. Just choose the “gifts” and you’re ready to go!

Now is a great time to get away on a cruise,golf trip, or sunny beach retreat. This graphic can work for any type of trip you want to give away;your players will really want to win this one!

Winter is for winning!  Winner Blast is a great look for any promotion, large or small. Use it to give away seasonal prizes like snow blowers, ski packages or even electric blankets. And cash never goes out of season!

Check out our complete line of seasonal promotion graphics here. And learn more about Kochan & Company’s complete promotion design packages at kochanandcompany.com/casinopromopkgs.

Got a great in-house marketing department? Just choose our graphic-only option, and use it to create all the marketing materials you need.

You’ll reach different people
Buying the same media, at the same levels, at the same times of the year gets you the same audience. Which isn’t altogether bad — a loyal customer is your best friend. But adding or subtracting a few stations, or billboard locations, or print vehicles can reach new prospects, and gain you new trial.  Who doesn’t want that?

You’ll reach people more often
Like your media outlets? Then change what you buy. Try :10s or :15s instead of :30s or :60s… take a look at fixed-place news / sports / weather placements… consider new sections of the same publications. The money you save with shorter messages and less expensive alternatives can reap you more spots, more exposure and, ultimately, more business.

Your media reps will work harder
Station representatives love long-term contracts and automatic renewals. And they hate being zipped off of a nice buy. Changing up your station mix, switching from one outdoor medium to another, or looking at non-traditional options have a way of commanding their attention… and netting you better deals in the long run.

Ask for a second opinion
If you are placing your media yourself, or working directly with a buyer, consider asking an agency for an analysis of past buys and suggestions for future placement. Even slightly lower rates can give your budget a noticeable bump in ROI.

If you’re already working with an outside resource, request an alternate spending plan with your next media assignment. A good agency will love the challenge!

:60 radio.  One spot promoted the Clean Air Festival in St. Louis.  The other, ongoing commercial communicated helpful hints on improving air quality throughout the St. Louis market.  Both spots encouraged St. Louisans to use the website, facebook and twitter for additional information.

Added-value radio media promos were negotiated to tout the events and drive web and facebook traffic.

Station-site digital advertising increased visibility and drove traffic.

By partnering with a local group of four of St. Louis’ top radio stations, Kochan & Company was able to garner more than $4.50 in added-value media support for every $1 of paid media advertising…a successful plan the will make the client — and St. Louis — breathe a lot easier this summer.

At Kochan & Company, we’ve created custom promotional videos for a variety of clients.  Check out some of our recent efforts for the Diamond Jo Casinos in Worth and Dubuque.

Here’s a few names that topped the list for creativity and results:

Big Game Hunt

Bingo Blast

Fantastic Plastic Payoff

Free TV Spree

Grand Slam Giveaway

Great Getaway Giveaway

Hog Wild

In It to Win It

Million Dollar Mania

Money Tree

Mustang Stampede

Race for the Riches

Rake in the Cash

Summer of Luck

The Great Movie Getaway

Wheels & Waves

Winner Wonderland

Check out more great casino marketing work and other promotions by clicking on the graphic.

Research shows that jingles are making a comeback. Yep…those catchy, memorable, singable, can’t-get-them-out-of-your-head salutes to products, attractions, retailers and service businesses are back on your marketing “DO” list.  And Kochan & Company is here to make sure you get the most out of your musical dollar.

Producing a jingle sounds like a lot of fun (and it is), but sounding good is only part of the equation. A jingle that truly works is also strategic, targeted, compelling and remembered. Kochan & Company has years of experience creating music packages that get results; the jingles we have produced on behalf of our clients have won local, regional and national awards in a variety of business categories.  We match the right musical styles to the right audiences, then work with the music house that best fits your project….and your budget.

A jingle is an efficient — and effective — way of making all your marketing communications work harder. And choosing Kochan & Company as your jingle resource is an equally efficient way of making your marketing dollars work harder. And isn’t that music to your ears?

So if you’re thinking that a jingle may be just the thing your company needs to grow and succeed, you’re right!

Let’s make some music together.