We live in interesting times… sluggish green planet and social consciousness agendas chug alongside super–charged, grab–whatcha–can technological wizardry. Comparing these opposing forces can be likened to having a bite at the drive–through window versus the sit–down family meals of yester year!

There is a huge difference between the quality (and flavour!) of that home cooked meal and fast food. The immediacy between the thought and its delivery today doesn’t allow for much time on the intellectual “taste buds.” Most will agree that there just is way more to do these days than there is time to do it, building the case for convenience – but does this mean that quality is moving off the menu?

No doubt about it, quality is tied to appreciation and thoughtfulness, and these have an increasingly high value today – we want quality but don’t feel we can afford it. Those focused primarily on cost and immediacy, for example, will typically gravitate toward an almost exclusive use of low–cost (or no–cost) new media tactics. What is missing in this scenario are the levels of depth and adequate time for digestion of information. Over time, this approach translates into short–sightedness and may result in unpleasant (and costly!) surprises. Traditional media approaches may not always have the sex appeal of new media offerings, but they are still valid part of successful longer term marketing strategies.

The immeasurable value of personal contact is also an important consideration: someone looking you in the eye, shaking your hand, taking time to share coffee or lunch with you, and maybe even straying off topic for a few minutes to inquire about your family, your dog or some other personal detail that they remember about you. With increased job mobility and email reliance, person–to–person contact is a precious commodity. Consider how you respond to a personal invitation or recommendation of service – these touch points endure the test of time and are pure gold. The only costs are our willingness and time.

Another pitfall during lean times is a loss of vision and perspective: “one off” tactics and knee–jerk responsiveness are the warning signs that your business has lost vital focus. In the interest of saving money, many companies eschew professional marketing services and slip into do–it–yourself mode; often with disastrous results. These actions more expensive in the long term, and because they are only marginally effective, they actually limit corporate growth and profitability due to lack of expertise and dilution of staff duties.

Effective advertising and marketing requires careful layering of strategically–based tactics with consistency over time. Each element in a well–orchestrated marketing plan has a unique value proposition and purpose but, in concert with other carefully identified and realized tactics, it gathers power and purpose. Like professional musicians in the hands of a maestro, each instrument harmonizes with the others; yet each is valued and appreciated for its own merit.

Let us find your ideal pitch and position – thinking strategically over the longer term not only is more effective, it is also more cost–effective. Check OUR track record over time – our client results prove it! www.swj.cc

We hope you will take a few minutes to watch the following video clip. Street musicians from around the world were co–ordinated to complete a single recording, using the unique beauty and ability of each contributor to achieve a wonderful outcome. We think it is a perfect visual metaphor for what we do at SWJ. http://vimeo.com/2539741

• Jason Topnik REALTOR® – Realty That Fits – You and Your Family! SWJ is happy to be the marketing team of choice for this dynamic realty group, lead by top–notch Manitoba REALTOR® Jason (JT) Topnik. Our work to date has included the re–design of all marketing materials, client appreciation items, special events, new media tactics, print advertising, PR services and much more! www.topnik.ca

• Manitoba Electrical Museum and Education Centre – a star is born! Several stars, actually… recently, we were tasked with naming and developing a program to recognize the contribution of the MEMEC’s vital volunteer force: the Star Ambassador program was the result. Our team contributed to the logo development, launch event agenda and theme, participant invites, custom pins, and other program components.

• Mercedes–Benz Winnipeg – summer is over and we have been busy implementing action items for Manitoba’s only Mercedes–Benz and smartfortwo automotive retailer. Work includes monthly web site maintenance, media planning and buying, as well as branded customer giveaway items.