Here is a 3-step plan for laying your stake in the ground.

1. Name it.

Maybe you want to be known as the best in your industry. Maybe you want to be known for offering world-class service during every step of the customer experience. Or perhaps it’s your wide range of services that make you a one-stop shop that is your stake in the ground. Other possible stakes include reliability, experience, innovation, affordability and creativity.

Decide as a company what you want to be known for among your prospects, customers and colleagues. Then, as Dr. Phil says, “Once you name it, claim it.” If you don’t believe in your stated stake in the ground, no one else will.

2. Claim it.

How are you going to back up your stated stake in the ground?

Begin by creating the infrastructure that puts your stake in the ground as the centerpiece of all operations. If service is your thing, what policies and procedures might you need to create to back this up? Maybe you establish a guideline that says all phone calls are returned by the end of the business day and all emails receive a reply within 24 hours.

If your stake in the ground is experience, make sure that your team is committed to professional development and that you support the continuous enhancement of their knowledge base. If being a one- stop shop is your goal, maybe you need to add other products or services to your current offerings.

By setting a foundation based on your stated stake in the ground and then getting your team to commit to it, you’re on your way to making it a reality.

3. Communicate it.

Now that your team is committed to driving its stake into the ground, you’re ready to tell the world and start getting known for it.

Your tagline should communicate your stake in the ground. For example, a company focused on experience could say “Serving Greater Boston for 75 years.” One that wants to be known for its range of services could say “Your one-stop shop for auto care.”

Your company website should communicate your stake in the ground and back it up. You can do this by gathering client testimonials that speak to your company being the “most reliable,” “offering the best service,” or “delivering the most creative solutions.”

When you write cost estimates and proposals for new business, your stake in the ground is the focal point from which all the details should flow. Communicate to prospects that you are the “best,” the “highest quality” or the “most innovative.” Include examples of past work and client testimonials that back you up.

This three-step process for laying your stake in the ground should help your firm articulate its vision, focus its efforts, and communicate a clear, consistent message.

At Precision Marketing Group, we have committed to deliver Marketing That Makes You Money. See how we do it!

Precision Marketing Group is proud to welcome to our client family the following firms:

• A Hire Authority Consulting Group Inc., Framingham, MA
• Julia Cutler Interior Design, Natick, MA
• Barron Benefit Advisors, Sharon, MA

FRAMINGHAM, MA, June 29, 2006 – Precision Marketing Group, LLC of Upton, MA, and Condon Communications of Framingham, MA, announce that they have merged their two businesses to create a one-stop strategic and tactical marketing agency for small- to mid-sized companies. The new venture operates under the Precision Marketing Group name and is based in Framingham.

The merger, which formalizes a working relationship that was well established after years of successful collaboration, brings together the creative energy and brainpower of two successful companies and creates one dynamic full-service agency to meet the needs of small- to mid-sized businesses.

Condon and LaPlante-Dube serve as principals of the new company, and, combined, have over 35 years of experience in all aspects of marketing and sales in a wide range of industries. Precision Marketing Group, LLC is equipped to handle every aspect of a company’s marketing programs through its team of experts who specialize in web development, graphic design, copywriting, promotional products, printing and signage.

“I’m excited about what this merger means for clients and what it means for the future of our business,” says LaPlante-Dube. “Too many people struggle with marketing and pay too much for programs that fail. We give small- to mid-sized companies access to all the marketing expertise and services they need at the competitive prices they want. We love watching companies achieve success with a product launch, a direct mail campaign or a repositioning of their services after working with us.”

Added Condon: “We’re continuously amazed by the skills, expertise and accomplishments of our clients. And we’re honored to be able to help them with their marketing. We listen to each client to help them identify their unique message, strategically price their products and services, develop communications that generate customer interest and, ultimately, increase revenue. We deliver Marketing that makes money because that’s what marketing should do. And we always have fun doing it!”

Daren Coudriet, principal of Sagebridge Solutions and client of Precision Marketing Group, commented, “The merger between Precision Marketing Group and Condon Communications has truly resulted in a 1+1 = 3 situation in terms of their combined talent and the value they deliver clients as an integrated, solution- oriented marketing firm.”

Maureen O’Grady Condon, MS started her career as a journalist and later entered the field of corporate communications, where she worked for firms in the foodservice and financial industries, including Fuddruckers Restaurants and Liberty Mutual Group. Five years ago, she founded Condon Communications, a copywriting firm specializing in marketing materials. She is a columnist for the Metrowest Daily News, writing a monthly series called “Write on the Money.” Condon also serves on the Board of Directors of the New England Women Business Owners (NEWBO), and works as assistant director of Business Networking International (BNI).

Prior to founding Precision Marketing Group seven years ago, Susan LaPlante-Dube worked in multiple facets of marketing, including product marketing, services marketing, strategic partner relations and marketing communications and provided business and ops consulting for software in large manufacturing companies, including Coca-Cola USA, Arco Chemical Company, Campbell Soup Company, and FARBERWARE®. She is a member of the American Marketing Association and The Commonwealth Institute and serves on the board of directors of the New England Women Business Owners (NEWBO), having just completed a successful two-year term as the organization’s president.

Precision Marketing Group, LLC is based in Framingham, MA. Clients include The Computer Guys Inc; A. Russo & Sons, CC Consulting, LLC; Exchange Authority, LLP; Great Brook Farm, Management Mentors, Newton Business Resources, Office Resources, Inc; Synergistics Inc; and Waterstone Retirement Planning. For more information on Precision Marketing Group, LLC, visit our website or call 508-969-9581.

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