A Master at Capturing Space… One Church at a Time

by Francine Carb, President

Meet Rick Lown, RA, NCARB, Master Planning and Preconstruction Services at Horst Construction, and our client.
“In 7th grade, all the students were required to take woodshop, metal shop, and drafting. In drafting class, we had an assignment to design our dream house and project it as a 3-D image. Game over…I was beyond fascinated. From that moment on, I was determined to follow my dream and become an architect. The idea and act of ‘capturing space’ is what keeps me energized and engaged every day.”

Rick has over 29 years of experience in design and construction. Having been involved in the planning, expansion, and renovations of over 150 religious institutions, his specialty is Master Planning and Design-Build projects.

Rick’s journey was filled with challenges and rewards. He was the only one in his family to go to college and was accepted to Lehigh University. When he was just about to graduate, Pennsylvania changed the rules to become a Registered Architect; he would now need a master’s degree or specific Architecture Degree in order to practice the profession. He attended Drexel University’s night school, driving from his job in Lancaster to Philadelphia and back—for 6 years! He sat for the intense 12 hour-a-day, 4 day exam, and passed it. In those days, becoming an architect was similar to preparing to become an MD, including 3-4 years as an apprentice. Even back at Lehigh, the curriculum was designed to weed out those less serious about the profession.

At Horst Construction, Rick’s job—and passion—is bringing a church’s vision to reality. He works intently with building committees to listen to their vision, evaluate their programming needs, and create schematic sketches that offer options to consider, while keeping with the original goals of the committee. Rick began developing his own Master Planning methodology back in 1998 and continues to develop this journey—keeping it current and modern. As one of his clients, Fellowship Church states, “It felt like we had found the missing piece—a company whose desire was not just to complete a project for us, but also to work by our side as our partner throughout the journey.”

As a member of the Marketing and Business Development team at Horst, Rick aims to make a connection with his clients early on—creating an atmosphere of teamwork, partnership and trust. According to Rick,

“Our partnership with Markitects keeps Horst engaged and focused on what is most important and effective for the company. They help us vet and develop the best ideas into actionable plans. I appreciate Francine and her team—they always bring us back to strategy, goals, and ROI. More than a sounding board, they have our best interests at heart, and help us execute in line with our objectives.”

Learn more about Markitects’ partnership with Horst Construction.

Markitects, Inc. was recently re-certified as a National Women’s Business Enterprise (WBE) by the Women’s Business Enterprise National Council (WBENC). This certification affirms that Markitects is a woman-owned, operated, and controlled business. WBENC’s national standard of certification is a meticulous process including an in-depth review of the business and site inspection. The certification process is designed to confirm the business is at least 51% owned, operated and controlled by a woman or women. This coincides with Markitects’ celebrated twentieth year in business.

Francine Carb, Founder and CEO of Markitects, owns 100% of the business and is an award-winning member of the business community, where she is affiliated with many organizations throughout the Philadelphia region, including Entrepreneur’s Forum of Philadelphia, Mid-Atlantic Diamond Ventures, Greater Philadelphia Alliance for Capital and Technologies (PACT), and the Forum of Executive Women.

About Markitects
Markitects, Inc., founded in 1994, specializes in strategic marketing communications and product launches. The agency, known for its long-standing expertise in B2B technology marketing, has served over 200 clients in the technology, science and engineering fields since its inception. A two-time Philly 100 award winner, the agency provides market research, advertising, public relations, visual communications, outsourced marketing, social media, and digital marketing services to its clients. Learn more at www.markitects.com.

About WBENC
The Women’s Business Enterprise National Council is the nation’s largest third party certifier of businesses owned and operated by women in the United States. WBENC is a resource for the more than 700 US companies and government agencies that rely on WBENC’s certification as an integral part of their supplier diversity programs.

by Francine Carb, President

According to a new report from the CMO Council and Deloitte LLP, the role of the CMO has become much more complex in today’s digital, always-on world. Now, in addition to leading brand and marketing activities, CMOs find themselves responsible for owning the customer experience, tracking every encounter with users, demonstrating the value of marketing, and driving revenue for their companies.

The survey reveals a large gap between CMOs’ strategic priorities and their daily activities. CMOs say they would like to spend most of their time teaming with other leadership executives on global business and brand strategy (65.7 percent); yet only 16 percent achieve this. Other strategic priorities include innovating and implementing new approaches and strategies (57.8 percent), and evolving the brand narrative (39.6 percent).

CMOs say they spend most of their time reviewing and approving plans, budgets, and campaign elements (44.6 percent); attending meetings with peers and line-of-business leaders (42 percent); and making a case for marketing spend (38 percent).

To support CMOs, company executives, and other marketing professionals, we at Markitects have always had a very good head for strategy. To provide exceptional value and differentiate our agency, we have predominantly focused on growth strategies and marketing innovations. In fact, our strategic marketing process, Markitecture™, has benefited almost 300 companies over the course of 20+ years—many of which are national and global.

We are typically selected to help develop a plan for a new product, focus on a new initiative, or to respond to other challenges in market direction or customer needs. A few very recent examples include: new technologies to identify and stop counterfeit pharmaceuticals; thought leadership as a differentiator for a 100 year old construction firm; testing new sales channels for a homeopathic medicine company; and promoting engineering expertise for a manufacturing automation solutions company. We’ve also added executive coaching and sales leadership training to our professional services. And as always, we’re on top of the latest technologies and trends in digital marketing, marketing automation, marketing technologies, and sales tools.

If you’d like to work with marketing professionals who truly understand the challenges and opportunities your company is facing, email or give us a call and allow us to assess your needs.

And Why John Cleese Tickles Our Funny Bone, Every Time

by Francine Carb, President

I recently attended Kimmel Center lecture by John Cleese. While many of these events are an opportunity to listen to and simply be in the presence of great generals, heads of state, authors, and adventurers, the ‘Master of Silly Walks’ hit the mark with me.

John had quite a few pithy stories and lessons learned to share with the audience. I’ll paraphrase and share them with you, in a business context:

1. Stepping out of political correctness, every now and then, allows us to be honest, without being offensive. There’s great freedom to saying what we mean, without worry about repercussions.

Businesses—especially technically- or engineering-oriented businesses—are often paralyzed by the need to get everything exactly right, rather than focus on the audience. Take a step back, speak in the voice of your customer, and you’ll be heard with honesty and integrity.

2. Being creative requires free time and the ability to just play. Being playful produces lots of creative ideas. When’s the last time you allowed yourself to just play? Without fun, I’m afraid we’re already well down the path to become serious bores.

Take some time to allow yourself and your mind to relax. You’ll be amazed with your newfound ability to problem solve or handle a challenging situation. Go ahead and try that ‘out of the box’ idea you’ve been mulling over. It might be just the thing to get out of your comfort zone and move the bar—especially if you are a leader at your company.

3. Telling a joke, with laughter as a result, requires practice and skill. Telling a joke where people can’t stop crying, cackling, and foot stomping requires a gift.

Not everyone is, or should be, an entertainer; however, laughter can get most people to open up and more easily contribute to a conversation. And isn’t opening up a very useful objective of any company-client or boss-employee relationship.

Ready to have some honest communications with your employees, customers, and peers? Contact the marketing professionals at Markitects for more information about our Markitecture workshops and other consulting services for companies that desire growth.

A Master at Capturing Space… One Church at a Time

by Francine Carb, President

It’s a new year and unlike most of the prior decade, we’ll be facing some unprecedented challenges. Are you ready to take them on? Here are my top 5 business predictions and some prescriptive suggestions to best take advantage of them.

Competition will have a comeback.
There should be no argument that the business climate has been pretty blah for a fairly long period of time. We’ve become complacent and even the most business-savvy of us are used to a bland, if not dreary, competitive environment. That’s going to change this year. With companies upping the ante on investments in capital, people, and technology, you’d better get on your game and start investing in marketing your company. Look to traditional and digital advertising, as well as public relations, to take a jump in 2017.

More businesses will be shopping for your products/services/solutions.
With more competition, and more marketing activity, B2B customers will take shopping very seriously. Price won’t be the major factor either. New ideas, alignment of values, and solid performance will get their attention—while excellent account management and customer service will keep them coming back for more. Look to increased competition for new hires, overall marketing communications, and creative approaches on the rise. Intelligence and creativity will be the most sought after characteristics in companies and people for 2017.

Storytelling will take center stage as the marketing technique of choice.
All businesses have needs. It’s the alignment of these needs with your approach/methodology/culture that will convince new customers to select your company. While experience and skills do matter, storytelling is what will differentiate your company from others. Businesses feel most comfortable when selecting a company who understands their specific needs and has accomplished similar work for similar companies—hence storytelling. Take a hard look at revamping your case studies, testimonials, and presentations to add more engagement. Speak directly to customers to gain the appropriate understanding to become a great raconteur in 2017.

Mobile-friendly is no longer an option.
When is comes to websites, email marketing, and events, it is no longer an option to not be mobile friendly. Google will no longer prioritize your content as important and customers will be less likely to find your information organically. With consumer marketing completely on board, it’s time to ensure that you make a meaningful first impression with B2B customers and prospects alike.

Marketing Automation fees will come down from the stratosphere.
Marketing automation products that are currently sold as upgrades to Salesforce and other CRMs will have to address their exorbitant fee structures in 2017. We all want them; however, we all cannot afford them. 2017 will bring new service offerings and lower fees, so we no longer have to juggle multiple spreadsheets after every marketing outreach campaign—or so I hope.

Check back next year for my top 5 business predictions for 2018!

Looking for out of the “icebox” thinking, masterful execution, and double-digit results from your marketing efforts? Look no further than the professionals at Markitects.

From now until December 31, 2016, if you sign up for a Markitecture strategic planning engagement, you will receive a YETI HOPPER 20.

Your Markitecture includes:

• A half-day workshop
• Competitive analysis for up to 6 competitors
• Client interviews with up to 6 customers
• One hour presentation with 5-10 solid recommendations

For fees and more information contact Francine Carb, President.

by Francine Carb, President

When Boiron, a world leader in homeopathic medicines, decided to introduce their popular Arnicare® analgesic line to the growing urgent care market, they contacted Markitects. As a long-term client, Boiron knew they could trust our marketing firm to work seamlessly, as an extension of their internal team, to determine how to introduce their products and gain market share.

As a foundation of the campaign, Markitects developed a Clinic Education Program to create brand awareness and educate the market. Our campaign included list development, outbound calls, and in-person visits, supported by sample kits that included informational pamphlets, coupons, product samples, and an easy way for the clinicians to reorder.

The in-person visits were key to getting to know the nurse practitioners, physician assistants, and other medical staff. Our visits were very well received—even the impromptu ones—because so many patients are looking for medicines with no drug interactions or complications, which is particularly important after trauma or surgery to reduce pain, swelling and bruising.

Taking a page from traditional pharmaceutical companies, putting a face with the name of the company and its products, increases trust and provides an opportunity to answer questions. Through those visits, we also verified that chiropractors and physical therapists are underserved by big pharma drug reps and therefore more open to accepting and distributing product samples to their patients.

As a result of our outreach efforts, 15% of the clinics in our target markets (PA, NJ, NY, and DE) accepted our sample kits, compared with an industry average of less than 5%. Our clinic education program gave the clinicians the tools they needed to learn about Boiron, share samples, and recommend Boiron’s homeopathic products to their patients. Our recommendations to expand the program include placing a ‘Boiron rep’ in the field to follow up on the kit placements and expanding our program outside of the Mid-Atlantic Region.

For more information about how our marketing firm can help you to conquer a new or growing market, contact Francine Carb, President.

by Francine Carb, President

My dog Oreo has some crazy facial expressions, so I thought it best that he pose for this issue about insanity. I think we all know the businessperson’s definition of insanity: doing the same thing over and over again, and expecting a different result. While we all chuckle a little when we hear that, I’m going to suggest that all of you business people take a good look in the mirror. How many of you send your salespeople out to the same prospects over and over again and wonder why they can’t close a single piece of new business? Or direct your prospects to take a look at your website for more information, yet there’s been nothing added for years? Or ask your marketing department why there are no new leads from the same trade show you’ve been attending over and over again? Now that’s truly insane.

So what is it about human nature that causes this behavior? People don’t like to change. We like to keep things the way they are, stick with the familiar, and don’t rock the boat, by any means. Well that’s OK if you don’t mind going backwards. Because if you don’t move forward, change, and take initiative; by definition, you’re already behind.

What Is Standing In Your Way?

What else hinders progress? Fear of spending money…or more accurately stated, wasting money. So let me get this right, in my example of the salesperson going out to the same prospects over and over again, you’re paying him or her what? At least $80K plus benefits and travel expenses, so over $100K per year—and that’s not a waste of money?

My suggestion is to have the executive team do that function (that of staying in contact with clients)—and likely perform it expertly and better. I’m all for great sales people, but please focus them on NEW business opportunities and closely monitor your pipeline and their progress. What about fear of marketing expenses? True, marketing investments cost money. But what are you losing if your website is not on a responsive platform or if it lacks SEO, and therefore cannot be found by Google—likely quite a few opportunities and the confidence of ‘under 40’ decision makers! So now you’re losing business because the only people who can find your website are those who already know the URL. And how many people would that be?

What if you start a case study marketing program and highlight your successes with storytelling and meaningful content? Of course you’ll need to pay for someone to interview your customers, do the write-ups, design the piece, and custom program it for dissemination. But what might you gain from that? In other words, what’s the ROI? If one case study resulted in 3 meaningful opportunities, would that be worth it? How about 5 or 10 opportunities? In the B2B world, any investment of let’s say $5K that results in three $100,000 opportunities, and one closed piece of business, is quite good—don’t you think? Now multiply that times 10 case studies.

If inertia is frustrating you and your leadership team, contact the professionals at Markitects. You have nothing to lose and everything to gain.

by Francine Carb, President

When working with a new client to develop their marketing strategy, we at Markitects are always on the look out for exceptional qualities that make their company stand out. We call these “compelling reasons to buy”, which are both the tangible and emotional reasons a prospect selects that company over other choices.

In the world of institutional pharmacy services, clients such as long-term care facilities, behavior health organizations, and corrections institutions have many choices—both local and national. When we interviewed Contract Pharmacy Services’ clients, we found that accuracy, ‘round the clock service, and the use of advanced technologies to mitigate costs are almost expected.

On the other hand, while the term ‘familiar faces’ may sound a little too personal, it’s exactly those qualities—attention to detail and accessibility throughout the organization—that clients point to as reasons they not only select, but stay with Contract Pharmacy Services for many years.

Using this theme, we were able to incorporate messaging and custom photography into a new website, email marketing, and other client communications pieces.

According to Ann Borell, President at Contract Pharmacy Services, “Markitects took the time to fully understand our organization and what motivates our clients. We were really impressed with the creativity they applied to our website, trade show signage, email marketing, and newsletters—using ‘familiar faces’ as the foundation to set the tone and communicate our corporate culture.”

As a result, Contract Pharmacy Services is getting rave reviews—having achieved up to a 34% open rate on their new communications pieces. In addition, others in the industry are paying close attention to an even more formidable competitor.

For more information about how Markitects can help your company define and leverage its most compelling differentiators, contact Francine Carb, President.

by Francine Carb, President

I just returned from a major industry trade show in a metropolitan city and I have to say, it was pretty dull. The demonstrations hadn’t changed much in five years when I last attended; the booths for the most part were good looking, but no one had anything interesting to say; and the speakers were drier than a James Bond martini. I felt like the entire industry had lost their excitement about innovations, successes, and plain old American ingenuity.

What happened? In some cases, companies became fat and happy, so they don’t have to try so hard, but I don’t buy into that. I honestly think we forgot how to have fun and enjoy yourself while presenting products and services. Yes, there’s regulatory compliance to think about and a conservative executive suite. Certainly, budgets are always under scrutiny. But again, these are just excuses, and poor ones at that.

I think we’ve lost the real pleasure in telling our stories, experiencing healthy competition in a collaborative environment, and injecting some creativity into our businesses.

The solution? One CEO recently scrapped everything—including his management team, in order to gain a new perspective; but that extreme approach is not for everyone, nor do I advise it! You do, however, need to set yourself free from bad habits and complacency that lead to mediocrity.

I do suggest some clear thinking—outside of your office—facilitated by an expert. Maybe even followed by a fun activity or group outing. One colleague suggested creating a consortium of like-minded companies that can leverage each other’s experiences and cultures to create something completely fresh—and for no other reason than to improve the customer experience.

If you’re feeling yourself and your company getting stale, ‘step on the gas’ and call the creative minds at Markitects. Our Markitecture process can help you shake up conventional thinking and tap the hidden creativity within your leadership team. And please don’t give me any excuses of why you can’t; just ask, when can we start presenting products and services in a more creative way?