We alter brands, not pants.

Founded in 2000, Tailored Marketing, Inc. is a different kind of agency built on the idea that every client deserves marketing solutions tailored to their specific marketing needs. We want to not only achieve your marketing goals, but exceed them by digging out the compelling truths that make your brand shine. With an outstanding team of creative individuals, we forge ideas that elevate brands above the cluttered marketplace.

What is D.I.F.?

Dynamic

When we say dynamic, we mean forward-thinking. As a small, full-service agency, we have the benefit of being flexible. We can try new technology, stay ahead of trends, and always be in search of new ways to do things. With a team that welcomes change, we’re anything but dull. We’re not the big guys, and we don’t try to be, but we do pride ourselves in our ability to serve almost any kind of client and find ways to tackle any kind of project.

Innovative

Innovation is the heart of marketing and advertising. Being innovative in thought, processes, and implementation is how brands get noticed. From the campaigns we create to the space we work in, innovation plays a major role in our success. While we do still practice forms of traditional advertising, traditional isn’t a word we like to throw around. We like to dabble more so in areas that could be described as unique or out-of-the-box.

Fun

At TMI, we work hard and play hard. It may sound cliché, but in our line of work it’s the raw truth. Advertising can be quite a roller coaster some days. To keep the creative juices flowing and connect as a team, we try to get out of the office occasionally to stretch our legs and rest our brains. Usually, the best creative ideas aren’t found staring at a screen. Big ideas come from a little inspiration. Team outings give us the opportunity to put ourselves in consumer spaces, breathe some fresh air, and recharge our creative batteries.

We specialize in Privately Held & Family Owned Businesses

TMI works closely with businesses of all shapes and sizes. We've discovered that privately held and family owned businesses are our best fit.

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Top 5 marketing challenges of family owned businesses

  Not having a clear marketing plan
  Measurable objectives & metrics
  Digital marketing
  Need to continually innovate
  Adapting new technologies

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Agency Crash Course: The Importance of Time

As Parks and Recreation once said, “Time is money, money is power, power is pizza, and pizza is knowledge.” We take this to heart because let’s face it, pizza is power, and time is crucial.

parks and rec time quote

Words of Wisdom from April Ludgate

More often we see many companies have less than a firm grasp on the concept of agency time and how it relates to money. Namely, their money. Business owners are all about the bottom line. They want to know where their money is going, what results they’re getting, and they want it now. But in the realm of marketing, crafting a successful campaign takes – you guessed it – time.

It’s an often disputed fact, but the hard truth of working with an agency is that not getting immediate results is usually a good thing.

As your agency, we care about your company, how you’re represented, and want to make sure you’re getting your money’s worth. Sure, we could pull together some quick graphics, slap them on a flyer, and send it back in a matter of hours. But this wouldn’t do your brand justice, nor would it reflect our capabilities accurately. It’s your agency’s job to ensure that you stand out in the marketplace among your competitors. To do this, it involves creating a complex and integrated approach that may take time.

To show you how much goes into crafting a campaign, we’ll give you a glimpse into our creative process.

When an organization reaches out to us for help constructing a campaign, we hit the drawing board. From our brainstorming sessions, we take the best pieces of the best ideas and form them into one grand creative concept.

From there, our designers will need to find or create images, illustrate brand concepts, or conduct a photo-shoots in order to best form our vision for your brand.

Meanwhile, our digital experts are hard at work researching your company and competitors in order to create an informed social media strategy. We may compliment social media with a SAM campaign that pushes consumers to have meaningful online interactions with your company. In turn, these tactics drive traffic to your website and generate email leads, giving us tangible results to improve your brand.

These tactics all include copywriters crafting your brand’s story, web designers touching up on outdated areas of your website, and graphic designers creating custom images to share out online and through print.

And that’s just our Monday. 

From one business to another, we promise that we understand the risk of putting your company’s brand into someone else’s hands. And that’s why we take our time with you seriously, because we know how stressful it can be and only want to see your company excel. All it takes is a little trust in us & our process, and we can assure you that your company will see significant results.

Becoming a Thought Leader: Why It’s More Than Just Tweeting

We live in a digital age with constant updating of endless social media channels. Increasingly, companies find themselves under pressure to become thought leaders in order to stand out among the noise. Thought leaders help lead discussions, form opinions, and are regarded as trusted sources. However, reaching this status takes hard work and credibility. How consumers, clients, and social media followers perceive an organization depends on certain criteria. Unfortunately, updating Twitter every few days with reshared articles and the occasional company-related post won’t always cut it.

Thought leaders do not need to know something about everything, but they should know everything about something.

In other words, establish yourself as an expert in your specific field. If you’re an engineer, great – tell us something unknown about chemical engineering. Your contacts should think of you as a trusted source for topics in a related area of expertise. This requires research, knowledge, and innovation. Tweeting the top five trends in engineering, for example, might get overlooked if these common trends are already well known. However, cultivating a thoughtful post about what your company foresees as the next big thing, and how it might change the industry will command attention and interaction.

It’s important to be thought-provoking. Leading discussions will get the conversations flowing, not just about the industry, but about your company specifically.

Establishing thought leadership takes time, effort, and patience. Sending out a thoughtful tweet every other week won’t make a difference, considering 500 million tweets are created per day on average.  A few tips:

  • It’s important to stand out with something original
  • Rely on your strengths
  • Think about the information you know, and tell the world why it’s important
  • Create a story
  • Establish consistency so followers know what kind of knowledge they can expect to learn from you
  • Because becoming a thought leader is a process, consider creating a week-by-week content strategy
  • Outline which topics you want to cover, how you want to be perceived, and your overall goals as a thought leader
  • Avoid promoting products and services when forming yourself as a thought leader
  • Salesy lingo and self-promotion can break the trust you’ve worked hard to establish  – if consumers trust what you have to say, brand loyalty will follow naturally

 

Becoming a thought leader means becoming a name associated with innovation and creativity – you want followers to value your opinion and admire your innovation. This is good for business, as it differentiates you from the competition. Next time you send out a post, remember thought leadership is more than “just tweeting.” Ensure that what you have to say matters, and soon, consumers will decide that it matters too.

5 Steps to Creating Content with Purpose

Content, content, content – digital marketers are buzzing about it and everyone (I mean everyone) is publishing it. Successful bloggers and vloggers are becoming near celebrities with an iPhone camera and a YouTube channel. Advocates, critics, brands of all scale, and even everyday consumers are making their voices heard.

In the marketing world, we’re all familiar with the phrase “content is king”. As an agency, we won’t dispute that statement, but it is important we further define it with a couple key words. Relevant and strategic content holds the true reign.

These two defining adjectives make all the difference when it comes to a content strategy. Content made with no specific purpose or end goal is pretty much useless to a business, and likely to be lost among the mass of other useless published content. With no intended audience, message, or call to action, it won’t be discovered. (A.K.A. wasted marketing dollars)

Good content marketing takes time, consideration, and even A/B testing. Marketers work with many considerations in mind, but the largest is always the bottom line. Our job is to bring in new business, build sales, and hold a place in consumer thought processes. Content marketing follows suit. In a sea of online content, you have to make your brand stand out. When it comes to content, that requires a blend of keen strategy and out-of- the-box creativity.

At TMI, we follow a 5-Step Process to ensure content is relevant, engaging, and visible to our audiences:

5-step-process

  1. Plan– Identify topics and subjects that matter to your audience. Picking the right form of content is all about what will be most likely to grab the attention of your target market. In addition, the form of content you choose should always clearly and concisely express your core message. The most successful content is guided by a well-developed brand content strategy. Decide how you want your branded content to look and feel and layout how you’re going to meet those standards.Extra Tip: Before you write, answer these questions:
    Who are you trying to affect?
    What effect are you trying to create?
    How will you determine if it’s effective?
  2. Create– Write and design pieces that stand out. Give it characteristics that make consumers want to share it. Be intriguing. Be Clever. Make a point. There are many different forms of content to consider, but be mindful of generational characteristics, demographics, and research. You’re trying to stay top of mind, but also be helpful. Educational material is often the best approach to content marketing. How-To’s and Top 10 Lists are popular for a reason.Extra tip: Humanize your content. People like relevant and realistic content. Try not to talk at people, but rather be conversational. Ask questions that trigger thinking, but always avoid being “salesy”. People are immediately defensive when they feel that they are being fed a sales pitch.
  3. Distribute– So you have a great piece of content… what do you do with it? Push out your content on the platforms where your target audience is likely to be listening. The distribution step is just as important as developing the message.
  4. Analyze– Measure the effectiveness of your content by tracking views, shares, likes, etc. Are your customers/prospects engaging with the content? What’s the response?
  5. Repeat– The life cycle never ends. Content planning, creation, and distribution should be a continuous process. The ultimate goal is to maximize the life span of your content.

It’s important to remember that good content doesn’t stand alone. It’s just one piece of the puzzle. Optimization, promotion, and searchability are all important factors that feed into the overall idea of content marketing. Content marketing requires a team of individuals that bring many different skills to the table, such as writing, design, analytics, editing, research, and technical skills. Before you post your next Instagram or publish your next blog, take a step back and answer who, what, why, and how and then embed those answers directly into your content strategy.

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