http://www.isnare.com/?s=author&a=Allan+Starr Marketing Allan Starr Sun, 05 Feb 2012 00:00:00 +0800 http://www.isnare.com/?aid=716891&ca=Marketing Long before I founded the marketing agency in Phoenix, Shakespeare’s “Brevity is the soul of wit” was one of this writer’s favorite sayings. This is because most of the long-winded dissertations one sees in contemporary advertising and public relations copy make it seem like the perpetrator was bein... Marketing Allan Starr Fri, 06 Jan 2012 00:00:00 +0800 http://www.isnare.com/?aid=683511&ca=Marketing A position is like a chin; everyone has at least one. For a business, it is important to have a position that is clear, and states benefits for current and prospective clients/customers. Moreover it must differentiate your offer(s) from those of your competitors. The latter characteristic is pivotal... Marketing Allan Starr Tue, 20 Dec 2011 00:00:00 +0800 http://www.isnare.com/?aid=665758&ca=Marketing Here is the fundamental premise on which all marketing is based: If the consumer isn’t aware that you exist, you can’t sell your product. When encountering a prospect on the showroom floor or at a trade show, in every case, he or she was “delivered” to that critical point by an awareness of you; whe... Marketing Allan Starr Tue, 06 Dec 2011 00:00:00 +0800 http://www.isnare.com/?aid=650059&ca=Marketing Recently, our marketing agency in Phoenix commissioned a sampling survey of the 8,000-plus subscribers to our newsletter. We did it in order to get a handle on a profile of our readership across many categories. We found that the majority are 29-54 years of age and are either an entrepreneur, a gene... Marketing Allan Starr Sat, 26 Nov 2011 00:00:00 +0800 http://www.isnare.com/?aid=640347&ca=Marketing Small businesses seem to be failing in near-record numbers these days. An obvious reason is that there are many that simply don’t deserve to succeed for a number of logical reasons, i.e., inferior products and services, severe under-capitalization, no clearly defined business plan, weak management,... Marketing Allan Starr Sat, 19 Nov 2011 00:00:00 +0800 http://www.isnare.com/?aid=634095&ca=Marketing Since 1976, our marketing agency in Phoenix has developed marketing plans for hundreds of businesses, from one-person startups to elite members of the Fortune 500. All have one thing in common: The fundamentals, as exemplified by those listed below, must be in place before developing strategies and... Marketing Allan Starr Mon, 07 Nov 2011 00:00:00 +0800 http://www.isnare.com/?aid=1133588&ca=Marketing Like the iconic Giuseppe Verde opera in four acts by the same name, AIDA should come to mind when we think about scoring an effective promotional campaign. The AIDA model consists of four different phases that lead to the purchase of a product/service. This time honored formula for product sales tha... Marketing Allan Starr Wed, 28 Sep 2011 00:00:00 +0800 http://www.isnare.com/?aid=589531&ca=Marketing Over the past three-plus decades our marketing agency in Phoenix has had numerous opportunities to work with firms, usually younger companies or startups, that have not previously worked with a marketing agency, advertising agency or public relations agency in Phoenix or anywhere else. Sometimes the... Marketing Allan Starr Sun, 24 Jul 2011 00:00:00 +0800 http://www.isnare.com/?aid=917887&ca=Marketing Each day when I walk into our marketing agency in Phoenix, it isn’t long before someone asks for an answer to a “pressing question.” Many of these seem to have to do with isolating the most important elements in some advertising or public relations copy. Perhaps, therefore, it is pertinent for me to... Marketing Allan Starr Wed, 22 Jun 2011 00:00:00 +0800 http://www.isnare.com/?aid=867582&ca=Marketing While preparing for a presentation to a client at our Phoenix marketing agency, a promotional piece popped onto my computer screen. I was on deadline, but because I was a bit intrigued by the subject line, I decided to give it a glance. It promised to offer keys to success in what it called the “pos...