When developing marketing collateral of any kind, too frequently marketers, designers and others involved in the process too often think more about developing a piece that is “creative” or “cool” rather than focusing on what is most likely to be successful. Don’t get me wrong, creativity is vital to good marketing. I appreciate good creativity as much as anyone. Each year when the advertising awards are presented by the various publications and/or associations, I eat them up with the rest of my colleagues.

However, it is the unbounded or unrestrained portion of the creativity that becomes a problem. This is where marketing is viewed as some sort of mystical process that magically generates business. You get a few really creative people on your team, leave them to their own devices, and “bam” sales come in the door, people give you money, and ideas are espoused. Continue reading →

How well do you know grammar? When do you use “its” or “it’s”? When do you say “who” or “whom”? Does it drive you nuts when people say that something is “ironic” when it is actually “coincidental?” Call me weird, but I like to use grammar and words properly, most of the time. That brings me to the word “marketing.” What does it mean?

The Problem

The American Marketing Association defines marketing as: the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.^[1] The term developed from the original meaning which referred literally to going to a market to buy or sell goods or services.

A close examination of this definition reveals that marketing involves many things in order to get a product to market. Please allow me to expound an analogy that might shed some light on this. Continue reading →

Getting customers to respond to marketing efforts has been an age-old dilemma for all marketers. Many think that enticing customers with some sort of promotional offer or discount is the best way to spark customer interest or sales. There is no question the promotional offers can be effective for certain types of products or services. However, once promotional (money lost due to discounting) and actual (price of marketing the promotion) costs are combined in with the conditioning effect that can cause some customers to buy only when a product or service is on sale, the promotional offer can be far more expensive than you could have ever anticipated. Continue reading →

Coupons can be an effective way to induce trial. They can introduce a new product, maintain/ increase market share, attract first-time users and increase brand awareness and switching[1]. A recent study showed that key grocery shoppers in larger, middle-income households are more likely to use coupons[2].

However, there are some serious drawbacks to the practice of couponing. First, coupons decrease top-line revenue by decreasing the amount of money collected by a business through some sort of discount. Continue reading →

The chapter of the American Marketing Association at the University of Utah has invited Serfwerks co-founder, Nate Gibby, to present at its monthly meeting in October. Scheduled for October 21st, the presentation will focus on some of the problems with the traditional marketing process as well as how data-driven marketing solutions can create significantly improved marketing results. The location of the event will be determined

July 28, 2009, SALT LAKE CITY—Serfwerks has been selected by the Brigham Young University Young Professionals Alumni Association to present at its monthly luncheon on August 28, 2009. The 60-minute presentation will focus on marketing ROI and improving marketing results. Attendees will learn how to quantitatively analyze the performance of their marketing efforts, identify opportunities to compete more effectively, and use marketing tactics to significantly improve their marketing results. The event will be held at 11:45 a.m. on August 28 at the Wells Fargo Building (86 No. University Ave.) in Provo, Utah.

July 22, 2009, SALT LAKE CITY—Serfwerks has been selected by the Provo • Orem Chamber of Commerce to present at its monthly Chamber University series. The 90-minute presentation will focus on marketing ROI and improving marketing results. Chamber members and attendees will learn how to quantitatively analyze the performance of their marketing efforts, identify opportunities to compete more effectively, and use marketing tactics to significantly improve their marketing results.

The Chamber University featuring Serfwerks will be held September 17, 2009 at 7:30 a.m. in the Zion’s Bank located at 462 W. 800 North in Orem, Utah. The presentation is scheduled for 30 minutes. Breakfast will be served. To register for the event, visit the Provo • Orem Chamber of Commerce’s web site at www.thechamber.org

July 15, 2009, SALT LAKE CITY—Clyde Companies has contracted with Serfwerks to provide the branding and signage design for its annual executive business summit. The retreat will include the executives from all of Clyde Companies’ subsidiary companies, including Geneva Rock, Sunroc, WW Clyde, Gorge Rock, Clements Concrete and Beehive Insurance. Given the success of the marketing, branding and signage developed for Clyde Companies’ annual Ineterchange event, Jake White, director of corporate learning for Clyde Companies, received the commission to do the same with the annual business retreat. “Serfwerks helped us take our annual Interchange event to a new level of respect and prestige among our core management team,” said White. “As such, they were the natural choice to help us do the same with our annual executive summit.”

Clyde Companies is the Orem, Utah-based parent company of Geneva Rock, Sunroc, WW Clyde and several other heavy construction-related companies. With close to $700 million in annual revenue, Clyde Companies is one of the largest construction companies in the Intermountain West.

June 15, 2009, SALT LAKE CITY, UT: Today Serfwerks released the first version of its long-awaited Web site. After two years of putting their clients first, Serfwerks finally hunkered down and cranked out its own Web site.

“It’s about time. For the past two years now we’ve developed numerous client Web sites without have one of our own.” said Nate Gibby, Serfwerks co-founder. “Our goal is to not just tell our clients how to market themselves, but to show them. This site is one of the first steps in doing so.”

The first iteration of the site includes information about the company’s services and philosophy, including Flash-based portfolios and case studies. As the site grows, it will become a resource of marketing information and case studies. It will also allow Serfwerks’ clients and other visitors to exchange ideas and information to help them improve their marketing practices.

May 21, 2009, OREM, UT: Today Clyde Companies, parent company of Geneva Rock, Sunroc, WW Clyde and several other heavy construction companies, released the newest iteration of its award-winning learning management system, the interface of which was designed by Serfwerks.

The re-designed LMS features updated supervisor controls, and improved navigation and other features that improve the accessibility to information. Serfwerks designed the interface of the new LMS and implemented the programming necessary for the system to perform as intended within the constraints of its content management system.

The LMS provides Clyde Companies’ employees with professional and personal development management services including web-based training, electronic pay stubs, customized development plans and more.

Clyde Companies is the Orem, Utah-based parent company of Geneva Rock, Sunroc, WW Clyde and several other heavy construction-related companies. With close to $700 million in annual revenue, Clyde Companies is one of the largest construction companies in the Intermountain West.