Marketing is a Science. Advertising is an Art.
Somewhere between the research and the advertising, someone needs to plan the entire marketing strategy program based on customer needs, market dynamics, media options and client realities.
Young Company is an Orange County based marketing communications agency that integrates the disciplines of marketing supported by research with the art of creative advertising options.
We take a hard look at each client’s business challenges, opportunities and competitive environment as a foundation to set realistic objectives to attain our client’s goals.
Who invented Marketing?
It wasn’t McKinsey & Company or Harvard Business School, although each has contributed greatly to the science. Marketing was the invention of Claude Hopkins, a remarkably brilliant copywriter at the Chicago ad agency of Lord & Thomas. His book Scientific Advertising was published in 1923 and is considered by many to be the foundation of the marketing principle of using research to produce more effective advertising. So essentially, marketing was invented by an ad agency to help justify its actions and measure results.
Claude Hopkins, Author of Scientific Advertising
“Plans are useless, but planning is essential.”
Collaboration and consensus among managers is the most valuable result of a positive marketing strategy process. Engaging in strategic planning can make a difference, particularly when it has a long-term focus and is used as a management tool, rather than simply being an exercise in forms completion. Strategic planning can be broken down into five essential steps:
Young Company has collaborated with many clients large and small over the years to help them develop effective marketing strategy plans. Because we often provide the core research component, and the fact that we will often be required to take action on the plan, we bring a more pragmatic (and sometimes a more critical) perspective to the process which is welcome by some clients. We are well schooled in the basic tenants of strategic planning which include vision, mission, values and strategies. We try to avoid clichés like “exceed customer expectations” and focus on the critical success factors that are true to your brand.
It is common for marketing strategy sessions to take place off-site at a retreat facility where executives can get away from the day-to-day distractions of the office. For Orange County companies who don’t have IRS size budgets for such meetings, Young Company is conveniently located in downtown Laguna Beach, which has a rich array of restaurants and resort. Originally founded as an art colony in the 1920s, the village is now known internationally as a cultural arts center with hundreds of unique galleries and numerous major art festivals throughout the year. With 7 miles of coastline comprised of clear water coves and sandy beaches, Laguna Beach is ranked No. 9 in TripAdvisor.com list of the top 25 beaches in the U.S. and as the Best Beach in LA/Orange County Area.
Employee communication is changing rapidly as new social media tools evolve and impact the workplace. Employees and other internal audiences are key ambassadors and reaching them today is both challenging and rewarding when done right. Young Company has experience developing internal marketing programs that utilize market research, websites, posters, email marketing and promotional tactics for some of America’s most admired companies. Because of the proprietary nature of this work, we are not at liberty to post much of it on our website.