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Good Case, Bad Case: Will the Telephone Toll for Thee?
New 'Tell-All' Book to Reveal Trade Secrets, Real-Life Examples of
How to Get Branding & Sales Messages 'Read and Responded To'
(NEWTOWN, Conn. - July 15, 2003) - It's been a tough time for advertisers.
Between shrinking ad budgets and the growing diversification of ad media, getting "the
word out" is harder than ever. While pundits predict an eventual rebound of ad revenues,
some in the trade have taken matters into their own hands, offering solutions that truly
span the imagination. But do they work?
"People want the 'new, new idea,' but most of the time it's just smoke and mirrors,"
says David Goodwick. "Innovation is good, but not if it's for the sake of being
innovative. Common sense must prevail. That's why we're sold on Motivated Messaging -
and so are our clients."
Goodwick isn't just staking his reputation on it, he's staking the reputation of many
others, including some large household brands. In fact, the former GE strategist and
founder of the northern Fairfield County-based Leverage Marketing Group, is writing a book
on the subject along with agency president and co-principal Mike Casale.
"Essentially," Casale says, "it all comes down to this:
• people don't read and they don't listen;
• there's more clutter than ever to break through;
• so, delivering a simple message is not so simple anymore.
"Between our busy lifestyles, over 100 cable channels, the Internet, and no time to read, it's
really tough to get your message through," says Casale. "Add to that the 'Do Not Call' lists and
proposed 'Do Not Write' and 'Do Not Spam' legislation and advertisers are finding themselves in a
real quandary."
These issues apply everywhere, he says, but particularly in the business-to-business arena.
So how to get your message heard? "By using proven incentive tools and fundamental motivation
tactics, in innovative yet relevant ways," says Casale.
"Here at Leverage, for example, we offer a marketing specialty we call 'Motivated Messaging.'
This is a synthesis of proven but, up until now, very diverse principles and approaches -
and many of them largely overlooked by marketers for B2B applications."
These can include contests, programmed learning techniques, couponing, scratch-off games and
much more, but always in support of the brand and fundamental brand messages.
Without calling it such, Leverage has been successfully applying "Motivated Messaging"
techniques to consumer and business campaigns for several years. Clients include large CPGs,
QSRs, supermarket chains, banks, industrial and even B2B corporate services.
"Our book will cover the need for Motivated Messaging in today's world, plus offer both good and
bad examples of how it works in different industries," Goodwick warns. "So if you get a call from
us, it could mean you did something either really good or spectacularly bad."
BACKGROUNDER:
About Leverage
A Goodwick/Liazon company, Leverage Marketing Group provides high-impact consulting
and creative services for numerous B2B and B2C accounts, including Cendant Mobility, Coca-Cola,
International Fiber Systems, Photronics, Pitney-Bowes, Pure Fishing, Sealed Air Corporation, Shaw's
Supermarkets and Unilock.
It also has extensive alliance network partners, including Alden Event
Productions, Barkley Evergreen & Partners, Cierant, Hall Dickler, Pile & Co. (AgencyComPile.com),
Promotion Mechanics and Second Wind.
For more information, please ask for the Motivated Messaging PowerPoint,
or visit the agency's new website at www.motivatedmessaging.com.
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