Welcome to the first issue of Marketing Matters. As part of our commitment to providing unique marketing and communications solutions, we look forward to sharing marketing tips, trends and ideas to help you and your company stand out in the marketplace. We hope you enjoy the following information and updates about the Moonlight Creative Group team. After all, when it comes to marketing, it is what you do that matters most. We look forward to helping you shine in your marketing efforts.

-The Moonlight Creative Group Team

Seeing reports about our economy heading into a recovery, albeit slow, is refreshing – like a dark cloud lifting after an intense rainstorm. Just as there is the aftermath of a fierce storm, we still need to wade through the impact of the economic downturn. While the road to recovery may feel sluggish at times, it is not wise to put your company’s marketing efforts on hold. So how do you keep your business viable for the future? Learn from history and continue your efforts to advertise and market your business. Take the Great Depression for example. During that time, companies such as Proctor & Gamble continued spending money on advertising campaigns for such products as Ivory Soap. As a result, brand awareness increased and the product remained top of mind for people as the message infiltrated the radio waves, reaching more homes than ever.

As evidenced by Proctor & Gamble, Ford Motor Company and others, companies that do well during an economic crisis are proactive, not reactive. Thanks to technology, you can still market your business even with limited resources. It's all about being more creative with your budget and your marketing efforts.
The most important thing is to not let communications slow down or drop off when business is sluggish or get complacent when business is gaining momentum. The following are some creative ways to help you survive the current economic storm.

• Use CMS to Maintain Web site
There is no bigger turnoff for a business than having outdated content on the company Web site. A budget-friendly and easy-to-use solution is a Content Management System – also known as CMS to make simple updates to your Web site. It is a user-friendly tool that enables you to add, edit and remove information without relying on your graphic designer to make every single change. Your Web designer can set up and create the Content Management System on your Web site. After that point, choose a staff person and train additional back-up staff members to maintain your company’s Content Management System. Devise a schedule and system to make regular updates to ensure fresh and current information.

• Save Time with Interactive PDFs
Interactive PDF (Portable Document Format) files are a great way to supplement printed projects such as, an annual report, promotional brochure, and internal company documents. They can function like a mini Web site, containing useful and visual information with links to external Web sites, to other sections within the document and to e-mail addresses. They also enable you to print fewer copies of the document; and to give your recipients the most current information in a timely manner by allowing you the flexibility to update and e-mail the document.

• Set Company Apart with a Landing Page
A landing page is a Web page – such as your homepage or other specific page on your site – that appears when a visitor clicks on an advertisement, search-engine result link or a live link in your e-mail message. This type of Online marketing tool is effective when using Google Adwords, banners, or e-mail campaigns. A landing page will vary upon your targeted audience, so you’ll want to work with your Web designer to create specific landing pages based on your audience and marketing goals.

• Go Mobile
Given that there are more than 230 million mobile phones in service and 70 percent of cell phone users use text messaging, text messaging is a highly effective form of marketing. In fact, research shows that 94 percent of all text messages are opened and that the average text message response rate is 15 percent, versus one to three percent for traditional promotional methods such as direct mail. The best part is that mobile campaigns are relatively easy to create and execute, with messages delivered in just seconds. Be sure to use an opt-in program where you get your customers’ permission to send them messages. Do not send attachments and keep the format simple and easy to read when sending information to Web-enabled mobile devices.

• Stay Connected with an RSS
Keep your Web site automatically in front of people with an RSS (Real Simple Syndication) document – a "feed", "Web feed", or "channel", contains either a summary of content from an associated Web site or the full text. For example, you can set up an automated distribution so that those who subscribe to your company blog will automatically receive an e-mail with the blog title and the title of the new article posting.

The following is a print ad campaign that we recently created for Donald Haack Diamonds & Fine Gems. The goal of the campaign is to illustrate their long-standing expertise in diamonds and fine gems while tying in their ad headline, “With you every step of the way.” We used a wedding theme to tell a story about the featured diamond wedding set by including copy about Donald Haack Diamonds having something for every occasion, and by featuring three photos showing a woman celebrating some of life’s milestones: wedding day, anniversary, and children.

To learn more about Donald Haack Diamonds & Fine Gems, click here to visit their website.

Moonlight Creative Group founders and co-partners, Dawn Newsome and Karen Ponischil, celebrate being named to The Mecklenburg Times’ “50 Most Influential Women 2009.” They received the recognition for making a difference in their business and the Charlotte community; and were honored at a May 1 ceremony at the Westin Charlotte where more than 500 attendees enjoyed an evening of revelry and cheered on Charlotte’s inaugural class of “50 Most Influential Women.”

Moonlight Creative Group’s Dawn Newsome to Attend Leadership Charlotte
Dawn Newsome, co-founder and partner of Moonlight Creative Group, has been selected for Class XXXI of Leadership Charlotte.

About Leadership Charlotte:
Leadership Charlotte, a community leadership development organization, operates a ten-month program in which participants meet with government leaders, are exposed to major issues impacting the region, and address community needs in a hands-on manner. Its mission is to develop and enhance volunteer community leadership by providing a diverse group of emerging and existing leaders with the opportunity to increase their community knowledge, civic network, and service to the community.

Dawn Newsome recently presented “Marketing in a Down Economy” to the City of Charlotte's certified Small Business Enterprises (SBE) at the Charlotte Mecklenburg Government Center. Her presentation was part of the “Development Workshop Series 2009,” a monthly marketing seminar coordinated by the City of Charlotte Small Business Opportunity (SBO) program. If you are interested in having Karen Ponischil or Dawn Newsome speak to your company or affiliated civic or business organization(s), please contact us.

Click here to download a guide to envelope types and sizes

“A man who stops advertising to save money is like a man who stops a clock to save time.”

- Henry Ford