To celebrate Women’s History month in 2019, we are dedicating a space in our blog to share some interesting stories from the female professionals at Strategic Marketing. Discover why we are so fortunate to have such an amazing group of women as part of our advertising agency.
Vice President and Founder Mary Murphy grew up in Texas and worked her way up in the radio business before founding Strategic Marketing in 1992 with her husband Terry Murphy.
How did you get to the position you have today? Can you share your professional story?
My first job was when I was in fifth grade. My father was an insurance agent in central Texas, and he paid me 25 cents an hour to clean out boxes and boxes of expired insurance policies in a dusty storeroom over the course of about three weeks. I worked there through high school and summers, so I learned a lot about insurance. While I was in college, my father bought several radio stations, and I dove right in after graduation. Several years later, he started a bi-weekly newspaper, and I served as assistant editor. I also worked a short time at a small ad agency and worked for one of my cousins in our family’s real estate business. When I moved to Palm Beach County, I landed a position at a radio station here and eventually moved to the corporate office. All of this experience gave me a broad base of knowledge to do what I do today.
How hard was it to get in the job market when you first started?
I was pretty lucky since my dad always had a place for me in his companies, I was able to gain a lot of skills that were in high demand.
Was working in the Advertising and Marketing industry always on your radar?
My degree is a BBA in Management, but I took the required marketing courses as well as some marketing electives, so I was already quite interested in this field before I went to work in radio.
What are some characteristics of a great leader in your perspective?
Vision, the ability to build a great team, and to deeply care about the members of the team. I don’t know who originally said this, but it’s true, “people don’t care about how much you know until they know how much you care.”
Any life lessons that you learned in your career that you believe helped you to make it where you are today?
My father-in-law always said, “The harder you work, the luckier you get.” There were some really crazy times early on when Terry and I were working days, nights and weekends, while also raising a family. Some days, it was complete chaos. But we worked through it, and it’s paid off. When opportunity comes knocking, be ready to open the door!
Do you believe in the power of diversity?
Absolutely. One of the most interesting things about living in South Florida is that almost everyone is from somewhere else–including me–and we all bring unique perspectives, experiences and skill sets to the table. As marketing people, we have to tailor our messaging to diverse groups of people. What resonates with one segment of the population may completely miss the mark with another segment. Having a diverse team at Strategic Marketing helps us to do our best work for our clients.
Do you think that women in leadership make any difference in your organization?
Well, as the Vice President, I like to think so! I hope that our team knows that my door is always open to anyone who wants to pop in with a question or to discuss an issue or even a personal problem. The only stupid question is the one that doesn’t get asked!
In this fast-paced market, people are always trying to do things better, faster and smarter. Can you share how you made a project more efficient and less expensive?
About 10 years ago, we migrated to a new accounting program, which has not only saved us many hours of time and maybe hundreds of cartons of paper, but has allowed us to increase our volume without adding staff. Also, our payment process to vendors is much more efficient than before.
What’s your superpower?
Proofreading…. I often catch mistakes that other people miss. The superpower I would love to have would be to meet someone and instantly know their story, what their life has been like, what makes them tick, their passions and their challenges. This would be extremely helpful when interviewing candidates for positions at Strategic Marketing!
Any advice for entrepreneurs that want to partner with Strategic Marketing?
Learn from our experience. Over these 27 years we have accumulated a lot of knowledge and have a very good sense about what works and what does not.
How has your career background contributed to your good work at Strategic Marketing today?
Pretty much all of my experience prior to founding Strategic Marketing has funneled into what I do today to some extent.
How would you describe your working style?
Multi-tasking…I can jump from developing a TV script to reviewing financial reports to writing a legal contract to screening resumes and much more in any single day. I prefer to try to focus on one thing at a time, start to finish, but life doesn’t happen that way. I’m also a night owl, and do a lot of things after dinner when it’s quiet and I can concentrate better. Like right now–it’s 10:52!
Are there any companies run or founded by women that you would like to have as a client?
As a Texas girl, I am very fond of Southern cuisine, and one of my favorite local restaurants is The Regional. I think Lindsay Autry would be a fun client to have.
Knowing your customer base is a crucial component of a successful business. A customer database is a collection of information about all the customers that have made a purchase from your business. It is the most powerful tool at your disposal. After all, what’s better than repeat business? If you’re not taking advantage of your customer database you’re missing out on potential sales. Here are the top 5 benefits to using your customer database for your marketing efforts.
Create Brand Affinity
Today’s customers want to buy from businesses they know and love. When armed with a customer database, you have the ability to build brand affinity by sending out marketing emails to people that have opted to receive them. Reaching out to customers by sharing new products, special offers or company news can help them feel connected to your business and nurture a relationship of trust.
Develop Customer Loyalty
A customer database allows your business to identify the most loyal and profitable customers. You’ll be able to target and give the red carpet treatment to this segmented audience. An effective way to reach these customers is through email marketing that takes the preferences of the customer into account. This engages customers, building further brand loyalty, and can inspire them to share your brand with friends and family. Not to mention, sending them special discounts and offers is a great way to encourage new purchases.
Provide Better Customer Service
Happy customers equal good business. Database marketing allows you to develop a stronger relationship with your customers. Having information like buying behavior, post-purchase feedback and reviews allows businesses to take a consumer-centric approach to customer service. Keeping up to date with the wants of your customer base allows the insight necessary to personalize communication so you can serve them better.
Direct Channel to Customers
One of the key benefits of a customer database is that it is a collection of actual customers that have purchased from you in the past. The foremost benefit of leveraging these names is that because they are verified customers, they are already interested in your product or service. The desire to purchase from your business is higher than it would be if you were prospecting for new customers.
Launching New Products
Rolling out new products to a small segment of your audience is a great way to test the water before launching it on a wider scale. You can target an audience based on information from your customer database. Selecting a group of your most trusted customers can allow a business to gather constructive feedback that can help improve later versions of the product. Keeping a pulse on what customers think and want is a great way to enhance the products you offer and how you offer them.
Take Your Brand to the Next Level with Strategic Marketing
Strategic Marketing is a full-service advertising agency, offering over 25 years of experience. We’ve helped businesses across many different industries establish powerful branding strategies within their relevant markets. Through various traditional and digital marketing tactics, our specialists can determine the most effective strategy based on your goals. Whether you’re looking to launch a new brand or update what you already have, we can help get your brand noticed. Contact us today by visiting our contact page or calling (561) 688-8155 to learn more.
Studies show that the credibility of a website is determined within the first few seconds of interaction. Consumers demand a certain standard when it comes to the user experience of a website. Website design that is easy to navigate and beautiful to look at can mean the difference between gaining or losing business. If your business website isn’t quite up to par, you could be missing out on potential business opportunities. Here are some crucial factors to consider.
A User-Friendly Experience
Websites are a resource for customers, allowing interaction with a business 24 hours a day. This means that a website should be easy for them to use. Some of the key elements of a good user experience is a simple design, easy navigation, readability, and distinct messaging. Also crucial to both the user’s experience and your bottom line are clear calls-to-action and contact information.
Simple design: The overall appearance of a website should be uncluttered and organized, as well as consistent. There may be several styles that you like but refuse the temptation to experiment with them on the website. Use colors and images that are consistent with your brand and design collateral.
Easy navigation: Give customers the ability to search the website. This only makes it easier for them to find what they’re looking for. Another important feature is making the navigation bar easily accessible on the homepage. They’ll be thankful they don’t have to spend time looking for it.
Readability: Are the fonts on your website legible and large enough to read? What about the color of the font and the background colors? It’s also important not to bombard the user with information they might not need at the moment. Instead, allow them to delve deeper by using drop-down menus and additional pages.
Messaging: It’s easy to focus on the look of a website and not give what it conveys as much consideration. Remember that your website is your best opportunity to brand and convey your value proposition and unique messaging. This can be done visually, but perhaps more importantly through copywriting, as well.
A Responsive & Mobile Compatible Website
Since more people use their mobile phone than a computer to connect to websites, it’s no surprise that a website should be optimized for viewing on mobile devices. Having a mobile-friendly site means that it loads onto a mobile device and tablets, but it can still have flaws like making users pinch and zoom for a closer look. That’s why it’s not enough to just be mobile-friendly, all websites should opt for a responsive website design. This means that the display of a website will change based on the device of the user and offer a seamless user experience.
A website is a great tool for building credibility and informing visitors about your company, but perhaps most importantly a website is your online point of sale. Having a clear, easy to access call-to-action directs your customers to a desired response. Depending on the structure of your business this could be the purchase of a product, filling out a form, signing up for an e-newsletter, or placing a phone call.
Whatever your call-to-action may be, make sure that it is on every page possible so visitors can find what they need quickly. It is important that it also appears before the user has to scroll down on the page.
Take Your Brand to the Next Level with Strategic Marketing
Strategic Marketing is a full-service advertising agency offering over 25 years of experience. We’ve helped businesses across many different industries establish powerful branding strategies within their relevant markets. Through various traditional and digital marketing tactics, our specialists can determine the most effective strategy based on your goals. Whether you’re looking to launch a new brand or update what you already have, we can help get your brand noticed. Contact us today by visiting our contact page or calling (561) 688-8155 to learn more.