DIVING INTO THE BROADER LANDSCAPE OF MODERN PR AND MEDIA RELATIONS

By: Ashley Bernhardt

Modern PR and media relations have undergone vast changes in the past three years. Though traditional journalism outlets have scaled down, media relations are more relevant and pertinent to marketing than ever. With other media platforms expanding, navigating and assigning the appropriate importance to each can feel daunting. Here is what we know:

DEFINING WHAT MEDIA IS IN TODAY’S WORLD

Social Media Influencers & Bloggers 

Social media’s reach is undeniable and those who have large followings have cultivated target audiences that can be hard to register with otherwise. Influencers are a media contact to consider when promoting a launch, campaign, or product that can prove valuable in increasing reach and fostering engagement.

Podcast, Webcast & Radio Hosts

An even greater relevant resource for media relations are podcast hosts. The rise in podcasts popularity is monumental and their content is a huge medium where people get their information. Although podcasts can be treated as media outlets and their hosts like journalists, doing the proper research and finding the appropriate shows to reach out to is essential. The right podcast can provide a format that informs as well as entertains, creating brand trust and garnering connection.

MODERN PR TOOLS

Along with a redefined version of what a media outlet is today, modern PR utilizes a variety of digital tools that can aid with nearly everything, such as monitoring earned coverage, measuring results, managing contacts and lists, press release distribution, and streamlining outreach.   

DIGITAL ADVERTISING AND SPONSORED CONTENT

Not a replacement for earned media but a supplement to it, paid media does have a relevant place in the online and social media environments. Targeted advertising across social channels drives awareness of a brand and draws in your key audience prior to earned coverage, and a carefully crafted and curated paid placement can contribute to an earned strategy by reminding viewers of your unique value.   

Paid media doesn’t have to be the shameless advertorials of a decade ago, or more likely than not, shouldn’t be the plain self-promotions of the past. Paid content can be genuinely good and engaging, surrounding and boosting your earned media.

THE BOTTOM LINE

One thing is for certain in this new digital landscape, the importance of PR and media relations is still instrumental in marketing, and it’s not all “in with the new, out with the old.” All have a place in elevating your marketing strategies and delivering success.

If we can help with your Public Relations strategy, please reach out to info@next-mark.com

Client Relationship Management (CRM) software is ever-evolving and improving. With so much technology at your disposal and fingertips, where do you begin and how do you put it all into a cohesive strategy?

Why Use Salesforce

The options today for a CRM platform are numerous, but Salesforce continues to revolutionize and be the industry standard. With a multitude of tools, Salesforce can aid in all aspects of your business.

Whether your business lacks a systematic process or could improve upon its current processes, CRM brings greater insight and better organization to operations. It does this by keeping track of client interactions and sales data in ways such as managing leads, contacts, opportunities, and cases, as well as packs powerful means to aid in marketing and sales. 

The Benefits of Salesforce Implementations

Salesforce can streamline your project management, automate processes, and provide you with more data for better analytics.

How does CRM software make your business more efficient? 

Communication with clients and handoffs between departments become elevated with Salesforce. CRM creates a 360-degree view of leads, giving companies the ability to measure where a lead came from and prioritize it based on its most current information. Similarly, on the client communication side of things, sending contact forms and contract renewals via automation are just a couple of examples of routine processes that can collect data more efficiently. This type of project management saves your team time, so they can focus on areas that will bring more value to products and/or services.

What does automation do for optimizing operations? 

No matter how adept or organized the worker is, human error happens occasionally. Client data is often loaded with contact information, project notes and documents, and deliverables with deadlines. With Salesforce’s capabilities, errors that can occur with these procedures and data-capturing systems can be reduced by automation and free up your personnel to take on more clients without a decrease in quality.

Additionally, time management and scheduling become easier with Salesforce integrations. From assembling a list of current leads for a weekly meeting or sending out a renewal document when a contract is ending, CRM can automate it.

What can access to more data do for your business? 

As these technologies gather an impressive amount of data, companies are allowed to conduct detailed examinations of what is working or not working for their business. It can show in a quantifiable way which aspects of a marketing or sales strategy are valuable. To expand on this, companies can evaluate the ROI on a specific campaign, which contributes to the overall strategy of future campaigns.

Bringing It All Together

“CRM, along with every other facet of marketing, is one of many cogs in a wheel that, ultimately, have to work seamlessly together to produce a great product.”

Joseph Grano, Next-Mark’s President and Founder

Although the data collected from CRM and the analytics it provides is no doubt valuable, it’s important to recognize that this information and these numbers are just that without a savvy team to analyze and implement strategies based on them.

The integrations Salesforce possesses can be overwhelming and complex, so it may be in a company’s best interest to enlist an expert to maximize the benefits of implementation.

Helping Navigate and Implement Salesforce to the Fullest

At Next-Mark, we are a certified Salesforce Partner, which makes us especially skilled in finding the best ways of integrating the software into your business. CRM technology can do wonders for increasing your bottom line if you know what you are looking for and how to properly develop effective strategies from it. 

If you feel our capabilities could help you, please don’t hesitate to reach out! Get in touch at 941.544.2765 or email us.

Growing Upward and Reaching Further

The first quarter of 2023 at Next-Mark has been a time of new client growth, addition of new team members and important milestones for our business.

Off to a Great Start!

The first quarter of 2023 at Next-Mark has been a time of new client growth, the addition of new team members, and important milestones for our business.

I cannot credit our team enough for their hard work, dedication, and invaluable ingenuity. Despite the satisfaction and pride that comes with all the recognition, we are nowhere near finished in our endeavors to grow and push the envelope.

Introducing Our New 2023 LookBook

We are pleased to present our 2023 LookBook! The LookBook not only highlights the incredible partnerships we have fostered but showcases Next-Mark’s exceptional and far-reaching creative capabilities.

Next-Mark Earns a Company Record of 17 American Advertising Federation ADDY® Awards

The 2022 awards span multiple categories that directly impacted the success of Next-Mark’s diverse clients. The categories of excellence we were recognized in included: integrated marketing campaigns, video, ambient media, branded content, and digital media, among others.

The Next-Mark team continues to be committed to delivering impactful creative content driven by a strategic business approach. To be recognized by our peers is a testament to our results-driven process, as well as the dedication of our team in delivering exceptional work on behalf of our clients.

The Beirut Peacekeepers Memorial Ceremony

Next-Mark is beyond grateful to have played a part in such a beautiful day honoring the veterans of Beirut and celebrating the groundbreaking of The Beirut Peacekeepers Memorial. Being able to orchestrate the media day on behalf of our clients Sweet Sparkman Architecture and Interiors and Willis Smith Construction felt like such an honor in getting the coverage an event like this deserves. The amount of support, love, and connectivity within this community couldn’t be more transparent in moments like these.

As it was said many times that day, “Never forget, and always remember the peacekeepers of Beirut.”

We’re Only Getting Started

Here at Next-Mark, we will continue to take on new challenges and embrace creative risks. We look forward to what the rest of the year will bring.

If you would like to collaborate with us, we would love to hear from you! 

Get in touch at 941.544.2765 or email us.

Award-winning Bay Runner turns one March 2

Ridership continues to grow and surpass expectations as the inaugural year for the complimentary open-air trolley service the Bay Runner is marked Thursday, March 2. Over 150,800 passengers have experienced the award-winning Bay Runner during the first 12 months of operation.

Sarasota, FL (March 1, 2023):  Ridership continues to grow and surpass expectations as the inaugural year for the complimentary open-air trolley service the Bay Runner is marked Thursday, March 2. Over 150,800 passengers have experienced the award-winning Bay Runner during the first 12 months of operation.  

“The popularity of the Bay Runner is greater than we could have imagined,” said Planning Director Steve Cover whose parking, mobility and transportation teams implemented the  City Commission’s vision of a free shuttle service to help alleviate traffic congestion between downtown and Lido Beach.  “People in Sarasota truly want to live more and drive less. The Bay Runner is a unique experiential service that is relaxing, fun and helps get vehicles off the road and reduce emissions in our beautiful coastal community.”

From the first day of service on March 2, 2022 when an impressive 208 passengers tried the Bay Runner, the trolley has become increasingly popular. In April 2022, the monthly ridership was 14,291. By February 2023, it grew to 17,000 passengers.

“The Bay Runner is a convenient, safe, and stress-free option to travel between the mainland and barrier islands,” said Mayor Kyle Battie.  “By opting to leave their vehicle behind and ride the trolley, each passenger is doing their part to reduce traffic congestion and that’s significant, especially during peak season. We’re proud of the Bay Runner’s success and want to keep the momentum going.”

The Bay Runner provides free service on a fixed route along Main Street through downtown, over the John Ringling Bridge, around St. Armands Circle and to Lido Beach and Ted Sperling Park. 

Service is available every day of the year from 8 a.m. to midnight.  A route map is available at www.SarasotaBayRunner.com A mobile app with real time tracking and arrival information can be downloaded via the Apple App Store and Google Play.

The Bay Runner carries 28 passengers, is equipped with a wheelchair boarding lift and transports bicycles.

The service is operated by CPR Medical Transport, the same company that runs the popular Siesta Key Breeze trolley.

The City Commission partnered with the Downtown Improvement District (DID), St. Armands Business Improvement District (BID), Florida Department of Transportation (FDOT) and City staff to launch the trolley service. In addition to City economic development funds, and a $1.5 million FDOT grant, the DID and BID each allocate $50,000 annually toward the initial three-year program.

“We understand the important role the Bay Runner is playing with mobility,” said City Manager Marlon Brown. “We are reviewing all potential funding sources to ensure the trolley continues.”

The trolley, plus micromobility options, were identified through citizen input during the creation of the City’s first transportation master plan, Sarasota in Motion, adopted by the City Commission in 2020.

Just two weeks after the Bay Runner launch, the City rolled out a new e-scooter/bicycle rental program to provide quick, convenient mobility. Veo, the operator, is reporting record demand in Sarasota with 127,753 total trips taken between March 2022 and January 2023. Many riders incorporate the Bay Runner and Veo to reach their destination, by taking the trolley then a scooter or vice versa for the first or last mile of their trip.

The City’s trolley and e-scooter/bike rental programs were honored together in June 2022 by the International Parking & Mobility Institute (IPMI) with an Award of Excellence for innovation with a mobility program.

The Bay Runner also received four prestigious awards this month from the American Advertising Federation for creativity and excellence in branding and marketing provided by Sarasota-based marketing firm Next-Mark.

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About the City of Sarasota:  Distinguished by U.S. News and World Report as one of the top 10 Best Places to Live in the U.S. and the number one place in Florida, the City of Sarasota is a diverse and inclusive community located on Florida’s Suncoast with 56,000 year-round residents, several internationally recognized cultural arts venues, stunning sunsets along Lido Beach and Major League spring training baseball with the Baltimore Orioles. Learn more about us at www.SarasotaFL.Gov

NEXT-MARK EXCELS AT AMERICAN ADVERTISING FEDERATION AWARDS

The Sarasota-based marketing and communications agency earns a company record of 17 awards for creative excellence

SARASOTA, Fla. – Next-Mark, a full-service marketing and communications agency serving clients in Florida and nationwide, announces it earned a company record of 17 ADDY® Awards at the Advertising Federation’s annual competition hosted by AdFed, the Florida Suncoast’s regional AAF club. 

The awards span multiple categories that directly impacted the success of Next-Mark’s clients. Clients for whom Next-Mark won awards include The City of Sarasota Bay Runner Trolley, Willis Smith Construction, The City of Sarasota Downtown Improvement District, Sweet Sparkman Architecture and Interiors, Sarasota Rising, and Elsevier. Categories of excellence included integrated marketing campaigns, video, ambient media, branded content, and digital media, among others. 

Specific work recognized included the launch of the City of Sarasota Bay Runner Trolley, The City of Sarasota Downtown Improvement District Brand Launch, Sarasota Rising Brand Launch, four Willis Smith videos, Sweet Sparkman Architecture and Interiors architectural videos, and Elsevier tradeshow design. 

“We are committed to delivering impactful creative content driven by a strategic business approach across client categories,” said Next-Mark president and founder, Joseph S. Grano, Jr. “To be recognized by our peers is a testament to our results-driven process, as well as the commitment of our team in delivering exceptional work on behalf of our clients. 

About Next-Mark

Next-Mark, LLC is a full-service, award-winning marketing communications agency based in Sarasota, FL. It helps business leaders beat their growth targets by delivering better competitive insights, more powerful branding, stronger strategies and faster results. Breaking away from the constraints of traditional marketing service organizations, the Next-Mark team facilitates new conversations about a client’s brand, integrating experience, analytics and innovation in developing strategic marketing solutions to meet clients’ individual needs. Next-Mark focuses on internationally and nationally recognized brands along with growing companies across a broad spectrum of categories, including healthcare, technology, hospitality and entertainment, technology, tourism, retail, destination, real estate, environmental, marine products and tourism. With clients from Beverly Hills to Amsterdam, its roster includes industry leaders such as Comcast/NBC, LexisNexis, Elsevier, Neuroflow, Nuance Communications, CMX/Cinebistro, Medecision, CGI, California Pizza Kitchen, along with Florida-based clients including The City of Sarasota, Willis Smith Construction, St. Armands Circle, Sweet Sparkman Architecture and Interiors, Sun Protection of Florida, Yarnall Moving and Storage, CitySide Apartments, and The Met Sarasota among others. For more information, visit its website at www.next-mark.com.

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Making Social Media Social

Social Media is still at the forefront of an integrated marketing communications strategy. The struggle is real, as businesses continue to be challenged by their positioning within the social media ecosystem. Whether your goal is the be a social media influencer, an industry thought leader, or a go-to resource for information and news, we are here to help. For many businesses, social media can seem like an afterthought that’s too far removed from their service offering or product to be worth the effort. It’s confusing, it’s always changing, and there’s rarely a straight line between social media content and revenue. But social media is a “front door” to your business, often the first thing prospective clients and employees see when deciding if your “brand” speaks to them. That’s why it’s important that your social media channels have curb appeal, structure, and thought put into the way your organization’s story is told in real-time. We have partnered with numerous organizations across business categories in optimizing their social media within the context of their overall marketing direction. We are always happy to provide an audit of your social media and provide solutions to optimize your efforts. Let us know if we can help.

– Joseph Grano

President and Founder, Next-Mark

Here are 7 tips to help make your social media make sense and maximize your brand.

BE ORGANIC
While branded content helps drive a consistent, professional message to your audience, too much-branded content can make your organization or business appear boring. You can make your brand more personable and approachable by mixing in posts that feature team members out in the field or showcase a slice of life at the office. Remember, it’s social media, and organic posts often drive more audience engagement than branded content.

Curate “Evergreen” Posts
But it’s all about balance! That branded content we mentioned earlier is an important part of driving your core messaging. It’s where you can repeat themes related to your mission, vision, service offerings, and more. The “evergreen” in “evergreen posts” refers more specifically to the fact that these posts aren’t tied to any specific date. They’re broad and are viable at any time, as opposed to organic content which is more “in the now.”

Video is King
Simply put, a video plays on an even greater amount of emotional appeal than a single image. In a well-produced 15-second video, an organization can capture a client’s journey, express their values, and speak directly to their target market without even adding a voiceover. But even with “organic” videos shot on a decent smartphone, they simply get more clicks, views, and engagement because they force scrollers to stop and pay attention.

Fostering Creativity
A lot of organizations spend too much time systematizing or commoditizing creativity. At Next-Mark, our success is built on giving each of our team members the space to be creative without fear of criticism or failure. We let the creative process breathe and flow so that results are fresh, innovative, and successful.

Rule of 9s
When you click on a business or organization’s Instagram account, the first thing you see after their brief bio, link, and spotlighted reels is the thing that everyone uses Instagram for: PICTURES. Without getting into neuroscience, the human brain loves things in 3s, so it’s important to ensure most of your first 9 images tell a consistent story. A good mix of colorful, professional imagery with organic content helps you tell a well-rounded story in the first 9 posts.

Likes vs. Engagement
This distinction causes a lot of confusion for businesses and organizations. While likes are a simple, easily understood metric, engagement is a more nuanced formula that takes into account likes, shares, and a little metric on Facebook called “People Talking About This.” Engagement metrics paint a more complete picture of how much awareness your brand is generating and is more akin to tracking “word of mouth” buzz in your audience.

Integrate Your Story
With all the nuances of each platform, it becomes all the more difficult to keep it all “on brand.” Every single post does not have to explicitly allude to your organization’s values, mission, vision, service or product offerings, but a random sampling of your posts should come close to hitting all the most important messaging points and language of your brand.

The Medium is the Message
This refers to the way a media channel can determine the way a message is conveyed. What this means for social media is that it’s important to consider the mainstream usage of the channel. For example, Twitter has gradually become a platform for breaking news and stories, while Instagram has become saturated with influencers and professional content creators. Make sure you’re using the right content for the right platform.

Reaffirming our approach as we enter our 19th year in business

To say that I’ve been incredibly fulfilled by Next-Mark’s run would be an understatement. Embarking on our 19th year in business, I am more energized than ever helping clients maximize their business with strategic marketing. I also can’t praise my team enough for their creativity, commitment to collaboration, and willingness to support each other.

I want to take this opportunity to share with all our clients, colleagues, and friends a list of the values and goals that have made us successful for almost 20 years, with a little something new for 2023.

Joseph Grano

President and Founder, Next-Mark

Kindness
This is the single most important foundation on which our firm is built. It’s about more than professional courtesy in engaging with clients and employees. Kindness is core to our approach in everything we do as a partner.

Transparency and Honesty

We’ve never felt comfortable hiding things or misleading. The same goes for the work we do at Next-Mark – it’s about communicating clearly and honestly about our work and how it will help our clients succeed.

Managing Expectations

Though many businesses want an “explosion” of sales from one ad placement, strategic marketing is not a sprint. Rather, it’s about developing the full arc of a campaign that hits milestones throughout the marketing funnel. Sometimes that means telling clients something they don’t want to hear, but we feel a deep responsibility to make sure their goals are achievable and optimal.

Focus

Nobody here at Next-Mark is content with churning out mediocre work. From creative direction to content creation to assembling a robust media list, we focus on maximizing our capabilities.

Collaboration and Consensus

While many agencies produce quality creative work, it’s our experience that many miss out on allowing the client to take an active role in the process. Ultimately, business leaders have key insights into how the brand should be expressed. Input from our clients ensures a more effective final product.

Fostering Creativity

A lot of organizations spend too much time systematizing or commoditizing creativity. At Next-Mark, our success is built on giving each of our team members the space to be creative without fear of criticism or failure. We let the creative process breathe and flow so that results are fresh, innovative, and successful.

Passion for Excellence

You can’t teach someone to have high standards for their work. That’s why at Next-Mark, we pride ourselves on assembling a team of people who assume a deep responsibility for producing work that exceeds client expectations. We check our egos at the door and relish the opportunity to do what it takes to achieve a high-quality and successful product.

Seeking Knowledge

As marketing practices evolve, we stay ahead of the curve, committed to adding to our arsenal of strategies and innovative technologies to ensure clients’ success.

Community Partnerships

In the last few years, the Next-Mark team has been privileged to work with many governmental and nonprofit organizations. Working with these clients is rewarding and a way to give something back to the place we call home.

Building New Relationships

Nothing beats a handshake, a smile, and a conversation when it comes to building new relationships. That’s why the Next-Mark team is active in professional associations, meeting with governmental representatives, and participating in community events.

Be Courageous

For 2023, we asked ourselves what we could do to take our team and success to the next level. Entering our 19th year in business and with decades of combined experience, we are primed to push the envelope with our approach. We will embrace more creative risks, say “yes” to new challenges, and encourage our clients to push themselves outside of their comfort zones.Many thanks to each and every person and organization that has joined Next-Mark on our journey. We are beyond thrilled to see where it leads us next!If we can help, please give us a call at 941.544.2765 or email us to get in touch. For more information about all of our capabilities, view our Digital LookBook.

Turbo-charging Your Business Processes

A quick guide to what Salesforce solutions can do for your business

As CRM software platforms continue to become more prevalent across every industry, a relatively new problem has arisen: What CRM software is right for me? For years, businesses only had 2-3 options to choose from to give them a competitive advantage. Though we have nearly a dozen platforms to choose from today that range from collaborative, analytical, and operational, the Salesforce platform has risen to the top of the industry on the strength of its powerful tools.

Though we at Next-Mark have experience with a variety of CRM platforms, our 75+ implementations in the Salesforce ecosystem have given us the insight that it is, in fact, the industry standard. Simply put, the platform helps turbo-charge a business process, especially when it lacks a systematized template to make it run more smoothly. More than just a marketing tool, Salesforce opens up possibilities across any industry, any department, and any process. Here are the biggest things Salesforce can help a business do:

1. Streamline

In the days before computers sat on every desk in an office, a company’s personnel had to navigate a labyrinth of departments and know which people handled which piece of the sales or operational puzzle. The same issue exists today but has become more complex even as personnel no longer have to hand-deliver documents or information. Salesforce is one of the strongest CRM platforms for streamlining these processes so that sales, finance, operational, and other departments can focus on the functions that generate value. For a recent client, we designed a CPQ (Cost-Price-Quote) integration that generated renewal forms, saving the sales and finance teams time that would otherwise have been spent requesting, retrieving, sending and entering data.

2. Automate

Even when looking at extraordinarily organized, top-performing personnel, most business processes in the modern day require an amount of juggling that simply isn’t sustainable. Client files can be chock full of project notes, timelines, deadlines and contact info. With Salesforce’s tools, any business process or data capture system can be automated to reduce the human errors that become more likely as personnel attempt to manage more and more projects. Automation can give an organization real-time reporting that’s tailored to whatever period of time works best for them. Are sales meetings occurring every Monday morning? A Salesforce integration can generate an automatic roundup of current leads. Is a client’s contract up for renewal in 5 weeks? Salesforce can automate the creation and execution of renewal contracts that help ensure clients don’t go elsewhere.

3. More Data, More Nuance

As part of Salesforce’s ability to capture and organize data, companies then have the ability to conduct much more thorough and actionable analyses of what’s working and what’s not. For many businesses, sales strategies are left largely to each individual sales rep to devise on their own. Naturally, some sales reps have a greater total quantity of sales while others have a higher percentage of sales per capita. Were these regional differences, a function of tactics, a by-product of timing? With more data comes more nuanced modifications to a sales strategy. Often times, we find that the key is to unlock some untapped synergy between departments, whether it’s linking an Account Executive with a Business Development Representative, or the Finance Department with the Sales Department.

We could spend weeks exploring the ins and outs of just one of our Salesforce integrations, and if you’d like to take a deep dive into some of them, we suggest you read our case studies. But a Salesforce integration is only as good as the team implementing it. It’s a complicated platform, and the right team should have a clear system in place to ensure an implementation strategy meets the specific needs of your business. Customized and maximized integrations require intensive discovery, a methodical build, meticulous testing, and a collaborative deployment phase fueled by client empowerment.

For us at Next-Mark, we also have the added advantage of being able to bridge the gap between Salesforce and marketing initiatives. This means your visual identity and brand voice can be fully integrated into the Salesforce integrations, ensuring a seamless experience for sales leads.

If you are curious about what Salesforce can do for your business and how we can integrate it with your marketing needs, feel free to reach out! We love to geek out on this stuff and love welcoming new businesses into the Salesforce ecosystem. You can also check out our Salesforce profile on the Salesforce App Exchange.

Visit Next-Mark’s latest Case Studies to learn more about how Next-Mark can transform your Salesforce Environments

Next-Mark Shares Prize With City

Bay Runner marketing campaign nets agency international prize

SARASOTA, FLORIDA – As part of the International Parking & Mobility Institute’s (IPMI) annual Awards of Excellence, the City of Sarasota and Next-Mark, LLC have taken home top prize in the “Innovation in a Mobility, Transportation or Parking Program” category for the Bay Runner Trolley.

The free trolley operates seven days a week from 8 a.m. to midnight and has seen ridership in the tens of thousands thanks in part to the success of the robust, impactful and creative marketing campaign created by the downtown marketing agency, Next-Mark, LLC. “More than anything, we were really invested in helping the trolley program garner strong ridership numbers,” says Next-Mark founder Joe Grano, “but an award like this is really humbling and reflects the energy we put into this project.”

The award recognizes projects in five categories that all “reflect the zeitgeist in their originality, creativity, and responsiveness to owner goals, user needs, and social and environmental impact,” according to the IPMI. As one juror commented, “the motto of ‘Live more, drive less’ is perfectly put into practice with this experiential journey,” while the award announcement also cited robust print, TV and in-person advertising as a vital component of the program’s selection for the award.

“It truly takes a village to successfully execute something this big,” says City of Sarasota parking manager Mark Lyons. That “village” was comprised of the city, the Downtown Improvement District, the St. Armands Business Improvement District, and the Florida Department of Transportation, who all contributed funding and insight into the program. “And, of course, hats off to the team at Next-Mark for helping the Bay Runner exceed our expectations,” continues Lyons.

To view the full listing of awards, visit the IPMI website here.

ABOUT NEXT-MARK, LLC: Based in downtown Sarasota, Next-Mark, LLC is a full-service marketing agency that specializes in marketing communications, marketing strategy, public relations, content development, brand strategy and Salesforce services. With both local and national clients, Next-Mark brings a high level of creativity and professionalism to every campaign, regardless of industry or scope.

Marketing The Invisible: 4 Tips to Effectively Market a Service-Based Business

If the entire production output of the service economy were compiled into an empty 10,000-sq-ft. warehouse, that warehouse would still have 10,000-sq-ft. of empty space. That’s because, unlike the manufacturing economy that produces cameras, clothing and candles, the service economy produces no tangible goods.

According to Frances X. Frei of the Harvard Business School, this means a service business’s offerings must be focused on the customer experience rather than on the intrinsic characteristics of a product’s utility. Since a customer’s experience is difficult to quantify, service businesses often have a difficult time conceptualizing a message that can clearly communicate how their service will add value to their customers’ lives. After all, how do you measure “convenience,” “entertainment,” or “peace of mind”?

The key to addressing the challenge isn’t always simple, and that’s before a service business even arrives at the equally important step of designing a tactical plan. With that, here are 5 tips to effectively market a service-based business.

1. Define what you do.

This seemingly innocuous task can elicit crickets from service providers, who often have no clear idea of what they do beyond one or two fundamental actions. For example, a web designer designs websites (obviously), but the process of designing the website might also involve discovery sessions to discern a client’s needs, several rounds of client feedback, regular site maintenance, and incorporating different functions into the site. It’s important to have a clear understanding of a business process that can then be clearly delineated for customers. The most important places to explain these processes are on a website, in social media bios, or on introductory print collateral.

2. Make the case for your value.

Like item #1, a value proposition can be difficult for a service provider to compose because there’s no tangible product. A plumber, for example, most commonly uses their skill to repair existing items like toilets, faucets or bathtubs, as opposed to selling the toilets, faucets or bathtubs themselves. So, a plumber might be “selling” their expertise to get the job done, their professionalism in arriving on time and keeping the worksite clean, and/or selling the client the peace of mind that their plumbing will operate smoothly for years to come. In some cases, the effects of the service might have measurable results like greater sales, reduced operating costs, or, as in the example of the plumber, reduced water bills. Tactically, some things to consider incorporating into a marketing plan to help make the case for your value are client testimonials, concise taglines, and images that depict the kind of satisfaction your service can provide.

3. Pamper your repeat customers.

Everyone wants to grow their business, but getting new customers is more expensive than keeping the ones you already have. It’s important to commit resources in a marketing budget to customer retention instead of focusing exclusively on new leads. Especially when providing services that have maintenance capabilities built into the initial offerings, it’s important to nurture existing client relationships to maintain their awareness of the full scope of your offerings. An A/C company might make a sale for installation, for example, but it’s the maintenance that helps support the livelihoods of technicians and will ensure the customers return to that A/C company when they need a new system in 10 years. Some ways to pamper your repeat customers are with regular follow-ups via phone or email, newsletters to keep them up to date on new services or offerings, referral bonuses or discounts, or brief emails to celebrate birthdays or milestones.

4. Establish your expertise.

Simply put, you can do something for your customers that they cannot do for themselves, most often because they lack the know-how. The more you can demonstrate your services require specialized skills and experience, the more trust you can build in existing and prospective customers. It’s important to let people know not just what you do, but all of the time and specialized training it took for you to become proficient at it. Does your service require extensive schooling? Have you practiced your service in multiple industries? How many years of professional experience do you have? Are you a leader in your field? These are questions your customers will want answered whether they ask them out loud or not. Some ways to answer them are with white papers, case studies, blogs/vlogs, editorial commentary, or speaking engagements.

Ultimately, all of these tips are designed to help service businesses make their intangible offerings seem more real. It’s about connecting with your customers in a dialogue in which you can walk them through their journey with you. As that guide, it’s important to communicate clearly, be relatable, demonstrate that you understand their needs and that you are just the person to meet their needs.

Are you a business operating in the service economy? If so, reach out to Next-Mark to see what we can do for you. We’ve worked extensively with clients in banking, medical services, government agencies, public sector, nonprofit organizations, design firms, and professional trades.

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