Karen Talavera Forms Synchronicity Marketing

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Consulting firm’s new approach to direct marketing builds on holistic principles to maximize performance.

Karen Talavera, 15-year direct marketing veteran and nationally known email marketing instructor for the Direct Marketing Association, has established consulting firm Synchronicity Marketing in south Florida.

What is Synchronicity Marketing? “It’s not only a marketing consultancy,” says Talavera, “but a new marketing concept based on the idea of building connections. For decades marketing has existed in two distinct camps – you were primarily either a mass, brand marketer, or practicing targeted, direct marketing. But the universal integration of the Internet into daily life has necessitated a change in thinking. We’ve seen the rise of email marketing, interactive (usually meaning digital) marketing, and integrated (multi-channel) marketing. Synchronicity Marketing takes the evolution a step further by holistically addressing a company’s entire brand, direct, and interactive marketing activities and leveraging connections between them in order to maximize overall return.”

The word “synchronicity” is defined as “a meaningful coincidence”. Creating meaningful coincidences in client marketing programs is precisely the idea behind Synchronicity Marketing. “We’re beginning to see it in the mainstream already,” claims Talavera. “Major recognized marketers are pioneering in a couple of areas, such as leveraging multiple marketing channels for both brand and direct marketing (think retailers Crate & Barrel or Target), as well as taking advantage of traditional channels in non-traditional ways.”

An example of the latter is paid promotional consideration (aka product placement) in television programming rather than or in addition to traditional broadcast (TV/cable) advertising. A marketer may use some brand dollars for paid promotional consideration in a program, then spend remaining broadcast dollars in a commercial (airing during the same program) promoting an interactive direct response contest. That type of commercial not only captures prospective customer data for building 1-to-1 relationships, but also further reinforces the brand. The effect of the whole? “Greater than the sum of its parts, and combined, greater than either tactic used alone,” says Talavera. “In combination with each other, the two activities increase brand recall, and as opposed to a traditional TV commercial alone, include a direct response mechanism.”

Email and Internet marketing are major points of convergence as well. Consumer package good and brand marketers have long had Web sites primarily promoting and creating affinity for their brands, yet not necessarily capitalizing on the opportunity to develop direct relationships with site visitors. “We’re now beginning to see them waking up to the multitude of richer opportunities their Internet presence offers,” adds Talavera. From consumer goods to cable television networks, music, entertainment, and travel, marketers are inventing ways of enticing visitors to subscribe, join, or voluntarily offer their contact and preference data in exchange for value and/or preferred treatment. Then, marketers are not just storing that data in an isolated database, they’re linking it to their house files, using analytics and modeling to understand and create unique audience segments, and developing personalized, customized messages to those discrete segments.

Says Talavera, “Sure, not every visitor to the Cirque du Soleil Web site will buy tickets or sign up for the newsletter, but those that do clearly desire a more personal relationship with the brand, and deserve it.” In leveraging direct marketing channels like email and direct mail, marketers give themselves new modes of communication to audiences, and add new “parts” of the whole to expand and enrich their marketing universe.

Synchronicity Marketing offers a variety of strategy, planning, and campaign development services as well as integrated and direct marketing program expertise, analysis, and best practices. One of its most unique and affordable products is the Monthly Marketing Check-Up. For between $500 and $1,000 a month, it assesses a company’s current marketing programs, uncovers opportunities for improvement, and addresses signs of trouble before they escalate. Synchronicity Marketing also offers in-house direct and email marketing education. The firm recognizes the need many marketers outside the traditional direct marketing space have for in-house education and offers Talavera, a DMA seminar instructor for the past six years, as a keynote/conference speaker or in-house seminar/workshop leader.

About Synchronicity Marketing

Synchronicity Marketing™ (http://www.synchronicitymarketing.com) is a consulting firm specializing in direct, integrated and email marketing strategy, planning and education. The company is dedicated to improving marketing effectiveness and increasing return-on-investment by harmoniously synchronizing individual marketing activities into holistic programs which result in a whole greater than the sum of its parts. Founded and led by Karen Talavera, a 15 year direct marketing veteran and email marketing expert, the company specializes in creating multi-channel, integrated marketing strategies to help clients maximize the performance of their customer acquisition and retention programs. Synchronicity Marketing also offers direct and email marketing education via custom in-house seminars. The company is located an hour north of Miami in Lake Worth, Florida. For more information call 561-964-7237.

Contact:

Karen Talavera

561-964-7237

http://www.synchronicitymarketing.com.

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