MARKETING
LET'S TALK
DETAILS
This is what you need to do
and you’re guaranteed to lose
20 pounds.’ Now, they’re
talking about specific diets for
different DNAs, different body
chemistries. I know this sounds
really weird, but I almost look at
being a marketing consultant like
being a doctor. When a patient
walks in, you just don’t write a
prescription and say, ‘Here you
go.’ Good doctors work with
their patients and understand
one size doesn’t fit all. There
might be a lot of underlying
factors that contribute to an
ailment. The same goes for
marketing. There may be many
factors about the business that
you don’t know about right
away until you start working with
them."
“Any time you can invite
somebody who's a potential
client into your business, you’re
going to win. I also believe that
there are a lot of audiences,
but finding that core audience,
finding that audience that
wants to buy that product, is
as important as the size of that
audience or where that audience
is. You can get success from
alternative advertising, social
media, and you can still get
success from traditional
advertising as well.”
48
FEBRUARY 2016
Sometimes, even a wellestablished company can lose
its market share. That’s what
was happening with 75-year old
company Fargo creamery. In
2012, Kemps bought out CassClay. All of the marketing was
being done out of Minneapolis
and Cass-Clay was losing its
touch with the community of
Fargo-Moorhead. In-House
began communicating with
Cass-Clay General Manager
Jason Rapp and convinced
him that Cass-Clay needed to
become more involved in the
community.
“Fargo-Moorhead is a pretty
unique community,” says Dye.
“It’s a big small town, so through
those conversations, we were
able to convince corporate to
give us some dollars and work
on some community marketing
projects. We got them involved
with some other clients: the Red
River Valley Fair and the Fargo
Marathon. We ran some outdoor
billboards, magazine ads and
online ads.”
“THE ONLY
MARKETING
THAT WORKS IS
MARKETING THAT
DRIVES RETURN
ON INVESTMENT.”