What is your firm's philosophy on marketing?

We believe in developing strong messaging like one would build a strong building. We believe that there are two components to a strong message: the first is the "bricks" and the second is the "mortar." The mortar is the emotional glue that cements your image in the mind of the potential client. Memory is the key to efficiency in message. Research clearly indicates that it is far easier for people to remember how something makes them feel as opposed to any number of adjectives that can define something. The job of the mortar (with repeated frequency) is to make it easier for them to recall your company when they are ready (i.e.: when they have a "triggering event") for what you have.

Because your larger opportunity (and pool of dollars) rests with people who don't know they need you yet, the job of the mortar is to have your name already mentally "on-file" before that triggering event.

Research also indicates that most people can only recall two providers for any given need propelled by a triggering event. The job of the mortar is to make you one of the two providers they can recall.


What is your process in working with new clients?

We employ a process we call "Discovery" to properly develop mortar.

The process includes an examination of the following factors:

1. What is the potential client really buying from you? What is the end-game for them?

2. Are we keeping the focus on "them?" They really don't care about your firm, they only care about how your firm can benefit them. We interview past clients using tested questions to find out what they are actually hoping to get from their interaction with you. The potential client really doesn't care about you at all. They only care about how what you do impacts them.

3. We probe to discover what the barriers to participation might be. These are called "Marketing Bridge" issues. If they are present they can actually cause a decline in business.

4. We discover what emotional triggers motivated past behaviors in your sector as a whole.

5. We focus on words to better highlight emotions and outcomes rather than process. Efficient mortar rarely involves process.

6. We ask your clients what, in their opinion, makes your firm different. How do those differences make them feel? It's easier for people to remember what makes you different than the same as others.

6. After we collect data outlined above, we issue an extensive report and recommendations on mortar messaging.


What platforms does your firm use to spread my company's message?

The Common Sense Collective is platform agnostic. This means that we are not a firm that will only recommend digital advertising. Nor are we a firm that will only recommend print advertising. The same premise holds true for intrusive advertising (cable TV, broadcast TV, radio). Instead, we fully review your company's goals and the strategic message -- and then carefully craft a campaign plan uniquely suited to your objectives.


I know this company inside and out. Why isn't our marketing working?

It's hard to read the label when you're inside the bottle.

Sometimes the best marketing efforts fail because you and your team have become too close to the product. This is why we feel our "Discovery" process yields strong benefits for new and existing clients. This process helps clarify your mortar messaging.


We are marketing to the entire state! That's great, right?

It might be! But we always pose the question: would you rather reach 100% of the people and convince them 10% of the way, or reach 10% of the people and convince them 100% of the way?

We are expert at leading you and your company to fish the deepest pool rather than spreading your dollars too thin.


People are saying they've seen our ads all over town! We are definitely reaching our customer.

The goal of advertising is to create a clear awareness of your company and its unique selling proposition. Unfortunately, most advertisers evaluate their ads by the comments they hear from people around them. When we mistake mere response for results, we create attention-getting ads that say absolutely nothing, and worse, do absolutely nothing.


Why isn't my company's event driven marketing working?

When the event is over, the message of the ad is erased and deleted from the mind. No one can remember an ad for an event that is over. Event marketing is often very effective feel-good marketing, but it can't deliver "top of mind awareness" on its own.