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TheBuzz Erika Engle |
DENNIS ODA / DODA@STARBULLETIN.COM
SMS Research President Hersh Singer, left, pitches new marketing ideas with collaborator Bob Soljacich.
Pros team up to boost
business’ market shareSMS Research is teaming up with Chicago-based Latham Synchronized Relationship Marketing to enhance business for Hawaii companies and their own.
SMS has long provided a market research backbone for the state and county governments and various industry sectors including tourism, healthcare and media.
Latham offers turnkey marketing service, from analysis and planning to printing and fulfillment, said Bob Soljacich, president and chief executive officer. The company also has offices in Newport Beach, Calif.
SMS clients have long pressed the company to implement its research findings and the new partnership is the launching pad for those efforts, said Hersh Singer, SMS Chairman.
A conversation with Singer and Soljacich about what they do comes liberally seasoned with the words "database marketing," "direct response," "strategic" and "conversion."
"Database marketing allows you to identify your best customers and find more like them ... and customize and design an appropriate message and product offering to those segments," Soljacich said.
A company's most valuable asset is its client base, Singer said. The database of clients can be increased through marketing efforts that seek a direct response, which Soljacich likens to someone raising their hand, indicating interest. That person calls the phone number or seeks out the Web site in the direct mail piece or other advertisement.
Questions SMS and Latham will track after that customer or potential customer makes contact is whether that person was converted, meaning, did they buy the product or service? Why or why not?
"We don't know why without a follow-up," Singer said.
At least one Honolulu company already provides research, advertising, interactive media and public relations, Starr Seigle Communications Inc.
"Our intent is not to take away business from other agencies," Singer said. "We want to work with them, to improve upon the marketing."
Yeah, but an advertising budget in addition to money for research and marketing? Can companies afford that?
"Yes, they have to, they need to drive growth," Soljacich said.
SMS and Latham are walking their talk, using their own databases to market the new partnership.
Latham has some Hawaii marketing experience, working with the Hawaii Visitors & Convention Bureau about 11 years ago. Its case study and those of other, huge corporations are at www.Latham.com.
Another Hawaii client, DTRIC Insurance Co. Ltd., has seen consistent double-digit growth since enlisting Latham's services four years ago.
"I think direct marketing is really one of the most effective and efficient ways to reach the customers that companies want to reach," said Susan Ing, DTRIC vice president of sales and marketing.
Ing knows all too well the mission as stated by both Singer and Soljacich, who advise clients on how to "Get the right message to the right person at the right time."
To Ing, "It's kind of a mantra.
"I think between those two organizations they could help a lot of companies here.
"We actually have used both of their services ... so they don't need to pitch me," Ing laughed.
See the Columnists section for some past articles.
Erika Engle is a reporter with the Star-Bulletin. Call 529-4302, fax 529-4750 or write to Erika Engle, Honolulu Star-Bulletin, 500 Ala Moana Blvd., No. 7-210, Honolulu, HI 96813. She can also be reached at: eengle@starbulletin.com
