S.T.O.P.

How many times, as marketers, do we let a great creative idea drive a campaign or program ... OK, I'm guilty of it too.

Next time you sit down for planning, S.T.O.P. and think if you're going to S.T.O.P. your customers in their tracks.

S - Segmentation.  Taking the time to focus your target will save your budget and increase your ROI.

T - Timing.  Is the economic environment right?  Does your target need your product now?

O - Offer.  The delicate balance here ... be impactful, create urgency, don't give away the farm!

P - Piece.  NOW, you can think about the creative piece.  Is it broadcast, print, mail, electronic?  does it break the clutter and deliver a simple, easy to understand message?

Have a wonderful Memorial Day weekend!!!

Take care,

Eric