Charlotte, NC – Blass Marketing, a 51-year-old family-owned marketing firm with offices in Charlotte and Upstate New York, has won a BMA Carolinas ProAds award for the firm’s essential work on Clariant’s ColorForward® “Consumer Color Directions forecasting brochure. The BMA Carolinas ProAds Awards recognize the best B2B marketing campaigns in the Carolinas. Each entry is judged on quality of work, objective, strategy and results.

For the 12^th consecutive year, Clariant challenged Blass to create a vibrant, visually stimulating, information-rich marketing brochure that identifies customer trends, global social attitudes and likely color preferences for the upcoming years for the plastics industry. The ColorForward concept helps brand managers and designers anticipate […]

Disrupted habits create marketing opportunities

I take an interest in consumer lifestyle changes and trends and was thinking about all of the disruptions to our daily habits and practices since we have been sequestered at home. Life has dramatically changed. It’s no longer customary to head off to work with a mug of coffee, drop the kids off at daycare and work in an office atmosphere for eight or nine, or more, hours only to repeat the a.m. routine. Habits were more easily followed. We are now struggling to survive in all of this “togetherness.” I found it beneficial, almost therapeutic, […]

The Net Promoter Score (NPS) is perhaps the best-known customer loyalty metric and has been widely adopted by more than two thirds of Fortune 1000 companies. Developed by F. Richheld, Bain and Co and Satmetrix in 2003 in his Harvard Business Review article, titled, the One Number You Need to Grow it’s a measure of how your customers rate their likelihood to recommend your company to a friend or colleague on a 10-point scale. The responses to that question then categorize your customers into three groups: Promoters, Passives and Detractors.

On a scale of 0 (zero) to 10 (ten), […]

The following article may be of interest to many advertisers. Blass clients have experienced excellent results from campaigns than combine different forms of media working in concert to promote their message. Online media run with traditional media provides broad exposure andtargeted messaging.

Billboards are having a heyday in a digital world
Outdoor advertising is bigger than ever.

From Recode.net. Sept 25, 2018

It’s the era of internet advertising. The era of targeting that tracks you acrossbrowsers, platforms and across the city. The era of apps that know what you want before you do.

But surprisingly, a seemingly retro ad format — outdoor advertising — is […]

Gain a Better Understanding of your Customer

Numerous studies have proven that it’s much more cost-effective to generate revenue by increasing sales to existing customers than it is to cultivate new ones. Research is clearly NOT selling and never should be, but conducting conversational-style in depth customer research using a third/impartial interviewer can contribute volumes to gaining a greater understanding of this crucial audience.

Improve the Buying Experience

The existing customer can give invaluable feedback on their experience and perceptions of the product(s), company and its service/technical support. I think the most significant facet […]

Your site is getting tested every day by visitors. Google Analytics can provide a wealth of
metrics on bounce rates, pages accessed, duration, and engagement, but to really understand how users are working with your site and why performance might be less than desired, website usability studies are often used.

Usability testing is an important part of the marketing and branding of your company.
In fact, experts claim that up to 52% percent of the business- to-business decision process is made before the customer ever talks to sales. Usability testing is a way to gain an evaluate how easily users can accomplish a […]

1) Marketing plan development. There are many elements of a marketing plan that benefit from the intelligence research can bring.

• Audience: Research can help define such things as the size and makeup of your target audiences. Are there geographic concentrations? What are the buying dynamics? Demographics, buying influence, titles, readership and use of social media are important to any marketing effort.
• As part of your “SWOT” analysis; the term that highlights your company’s Strengths, Weaknesses, Opportunities, and Threats
• Competitive landscape analysis. This study will look at how your competition is promoting itself, what media vehicles are used and what are […]
  

“Pearls of Wisdom” from Dad, Ronald T Blass, 1926-2001, founder of R T Blass Inc. (now Blass Marketing)

• Be authentic. Ron was an artist by passion, honed by years of practice and attending Pratt Art School. He applied the fundamentals of good design and hired a highly talented team. His demeanor was honest and genuine. He was not out to win awards. He only wanted to do great work for his clients; a fact that earned him respect and kept clients with him for 25 years.
• Organize your day…and your life with TO DO lists. Our dad was never without […]