Tag: marketing innovation

Maybe your company or organization is facing some milestone moments and looking to get a better foothold on the future, like the fine folks at Braswell Family Farms.

While Carney & Co. doesn’t have a crystal ball to predict the future, we saw the potential along with the leadership team at Braswell Family Farms to ReVision the 74-year-old company. The premier supplier of poultry feed and eggs in the mid-Atlantic and southeast, the company was facing challenges in the path they could see for the future, including becoming a commodity in the marketplace. With third-generation family leadership stepping up, they took advantage of a 2-day ReVision to go through the process of identifying innovation in their business by determining the WHY? within their company and their customers.

Together, we were able to identify solutions to key problems, both internally and externally, clarifying the company’s future direction and the roles of its employees, and repositioning their brand to showcase the quality and value of their specialty feed and eggs.

The result was a better understanding among employees of what lay (no pun intended) ahead of them and what their responsibilities were. The new branding strategy created a more unified message, which emphasized the company’s family-owned-and-operated aspect and made it clear that they were dedicated to the quality of the final product from feed to food, with the tagline, “We are eggs.”

A new campaign was then put into action which utilized this refocused identity, resulting in four awards at the most recent Marketing Communications Agency Network competition. These included a Gold award for Mass Transit, Silver awards for Corporate Identity and Public Relations, and a Bronze award for Trade Magazine Ad. And, by marketing innovation, Braswell Family Farms is standing out from the flock.

Looking to break out of the carton with your marketing?
Contact Jessica@carneyco.com

Whether you live in a town where there’s a bank on every corner, or a town where there are only two banks in the whole town, you want a bank that treats you like a friend. With benefits.

At Southern Bank, that starts with being exactly who they are… Southern. Where hospitality is a given and the people behind the counter are the same ones sitting next to you at the big game on Saturday or church on Sunday. Where, when you pass at the grocery store, you say “Hey!

More often than not, what you say tells just as much about you as how you say it.

Through strategic marketing based on the ReVision process, Carney & Co., The Marketing Innovation Agency, helped Southern Bank better communicate their unique personal and professional banking relationship style. By being better business partners with firms in their hometowns, Southern’s community involvement not only leads to positive business interactions, but more importantly, makes an impact on the local community.

Take for instance, the Greenville, NC, area, home of East Carolina University. With 5 locations within a 20 minute radius, Southern Bank is an integral part of ECU and the Greenville area. Rather than focus on the beautiful banking facilities, convenience or services, Southern speaks volumes through their partnerships in the community. The Southern Star Awards recognize local folks for helping make a positive impact in their community. And sponsorship at home football games with a Jumbotron Spot brings the entire stadium in on the act, with 20,000 fans shouting Southern’s signature “Hey!”

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The campaign received multiple awards at the annual Marketing Communications Agency Network competition for Television, Business-to-Business Sales Sheet Series, Public Relations Broadcasts, Brochures, and the Television Campaign: At Southern Bank, we say “Hey!”

Southern can easily say they can make your money work for you. They have all the bells and whistles to do your banking in a branch, in your office, or in your pajamas. But the difference, the Southern difference, is that Southern speaks their customers’ language. They’ve been doing it since 1901.

Hey! Need your marketing to speak so your customers listen?
Contact jessica@carneyco.com

 

 

 

Innovative solution introduced in award-winning campaign.

Indoor Air Quality (IAQ) is a hot topic on every homeowner’s mind and Carney & Co. client Field Controls has an innovative solution in their Healthy Home System. This ultimate air purification system also saves money because it is added to the existing HVAC system.

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Carney & Co., The Marketing Innovation Agency, helped Field Controls market their innovation with a strategic, laser-focused plan to introduce the Healthy Home System to wholesale distributors and installation contractors. At the annual Marketing Communications Agency Network competition, six components of the campaign were specially recognized for creative excellence, including their Catalog, Trade Magazine Ad, Trade Show Exhibit, Point-of-Sale Media, Business-to-Business Sales Sheet and Package Design.

“Carney & Co. and Field Controls have worked in partnership for over 30 years,” said Patrick Holleran, President of Field Controls. “They get us. And they make us better. We’ve gotten out of our proverbial box and approach our marketing from our customers’ point of view, which has made all the difference.”

That sounds like a win-win-win to us!

Need innovative solutions to your marketing challenges?
Contact Jessica@carneyco.com

(Rocky Mount, NC) – Carney & Co., the Marketing Innovation Agency, announced today that Ashley Major is now an Account Coordinator. Ashley started as an intern in 2017, while still a student at North Carolina Wesleyan College. She will work closely with clients and the agency team to ensure flawless execution of marketing innovation campaigns.

“Ashley is a great addition to our growing team. As an intern she was eager to learn the business, ready for any task, and fearless. We are excited to see her continue to grow and add value to the team,” said Skip Carney, President and CSO of Carney & Co.

Ashley recently graduated Magna Cum Laude from NCWC with a degree in Business Administration and Marketing. She was recruited as a goalkeeper for the NCWC women’s soccer team, and was awarded MVP her Junior year. In addition, she received the John & Charles Wesley Heritage Scholarship, a full 4-year academic scholarship. She grew up in Woodbridge, VA, and now calls Rocky Mount, NC, home.

“Ashley Major is a shining example of what our college is all about,” said Dewey Clark, NCWC President. “She was a committed student, a Christian athlete, and was eager to get involved in the community. She is already making a difference in Rocky Mount.”

For additional information, contact Jessica McKnight at 252.451.0060 or jessica@carneyco.com.

Carney & Co, the Marketing Innovation Agency, has been taking care of brands since 1980 and focuses on Marketing Innovation using its unique ReVision™ process. ReVision identifies innovation opportunities and creates strategic solutions to marketing and operational problems. With offices in Rocky Mount and Greensboro, the company is positioned to work with clients throughout the southeast. Our job is to change the future.

Carney & Co. Welcomes Jessica McKnight as Vice President/ReVisioneer

(Rocky Mount, NC) – Carney & Co., the Marketing Innovation Agency, announced today that Jessica McKnight has been named Vice President/ReVisioneer. Jessica will lead the agency’s long-standing accounts and build the business with customer focused, market-moving strategies.

“We are excited to bring Jessica onboard. Her experience and innovative approach to marketing will benefit our clients and the agency. It expands on our Think Big approach to deliver smart strategies, bold solutions, and flawless execution for our clients,” said Skip Carney, President and CSO of Carney & Co.

McKnight’s 20-year marketing career has focused on building brands and achieving outstanding results for her clients. She has worked with successful branding agencies, direct marketing firms and design agencies in the Triad, serving local, regional and national clients like GlaxoSmithKline, VF Corporation, Mt. Olive Pickles, and Quick-Step.

“Carney & Company’s approach to marketing has always been strategic, innovative, and spot on, and has been instrumental to our success,” said John Heeden of Southern Bank. “Jessica’s addition to the team will certainly build on that foundation.”

For additional information, contact Skip Carney at 252.451.0060 or skip@carneyco.com.

Carney & Co, the Marketing Innovation Agency, has been taking care of brands since 1980 and focuses on Marketing Innovation using its unique ReVision™ process. ReVision identifies innovation opportunities and creates strategic solutions to marketing and operational problems. With offices in Rocky Mount and Greensboro, the company is positioned to work with clients throughout the southeast. Our job is to change the future.

USP1The Unique Selling Proposition was the golden rule of advertising for decades, and no matter how much lip service is given to the value proposition and other strategies, the mindset of the USP is still there. It’s time to lay it to rest.
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When I discuss Marketing Innovation, one-on-one or with a group of 250, I always tell the story of the drill bit. It goes like this: You walk into Lowe’s to get a half inch drill bit. Six dollars later, you have your drill bit. But you didn’t go to Lowe’s because you wanted to add to your drill bit collection. You went because you wanted a half inch hole. It’s the hole that was worth $6. The bit was just a means to an end. (more…)

Innovation guru Doug Hall says that every business, every product, every service is on a continuum somewhere between Monopoly and Commodity. At one end, you own the market (for the moment) and at the other, you compete with the rest of the commodities. I think it is the difference between Distinction and Extinction. At the Distinction end of the spectrum, sales, margins, profits, market share and brand recognition are all high. At the other end, the opposite is true and when you compete on price, you never win long term. For the record, WalMart does NOT compete on price.* But that’s another post for another day.

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Innovation is the difference.

Companies that offer true innovation offer unique solutions to customer problems, provide real value, and raise the bar for their industry. Innovation comes in all shapes and sizes. Some are stepping stones to larger innovations. Some (like the mouse, the mp3 player, and the touch screen) go unrealized until someone like Steve Jobs comes along. It’s not the size of the innovation that matters, it’s the relentless pursuit of innovation and the marketing of that innovation that yields results.

 

* A 2012 study by Bloomberg Industries showed that Target, Aldi, even Kroger, had better prices on many products.

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I love Bose. The company produces amazing sound and long ago set the standard for innovation and quality in the world of audio. I love my Wave Radio so much I sent Paul Harvey a letter about it. He read it on his show for over three years.

So when it came time to replace my surround sound system with a sound bar, I naturally wanted a Bose Sound Bar.

I got one, installed it and, of course, loved the sound. The problem was to play music, I had to have my TV on. So, I looked for other options and found my way eventually to Sonos. The Sonos system does NOT sound as good as Bose, but I’m the only one in the house that knows that. Sonos has developed an interface, however that is easy to use, works from my iPhone and iPad, and allows me infinite control over each component without engaging my TV. I am confident Bose is working on a similar system. Unfortunately, it’s too late for me. I have moved on. That’s the way of the world today. When we want it, we want it now. For today, Sonos innovation beats Bose brand. The ball is now in Bose’s court. Meanwhile, their brand and sales are taking the hit.

 

Yes or no decision

Marketing is not just about growing. It is also about choice. Sure you want to give your customers choices, but you also want to be able to choose your customers. If you have a steady flow of inquiries and leads, you have more control over the kind of business you take. This is especially true for B2B companies, but it also applies to B2C. Retail and consumer marketers discriminate with price and distribution. Business to business marketers can discriminate with price, type of project, and by sometimes just saying, “No, we don’t think this would be a good fit.”

You can only say “no,” though, when you have options, and the best way to have options is by keeping your message in front of your customers and prospects. This is why the best companies never let their foot off the gas of their marketing or their innovation. Innovation gives you a reason to market and a message that connects. Marketing that innovation communicates value and distinction. When you have that, you can say “yes” to the customers and business that you really want and “no” to the business that isn’t profitable or otherwise doesn’t fit.