Marketing Partners of Phoenix CEO Speaks to Business Group

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Allan Starr, president/CEO of Phoenix-based Marketing Partners, a strategic marketing, advertising and public relations firm that serves a diverse local, regional and national clientele, addressed members of the Executives Assn. of Greater Phoenix at its April 2 meeting.

The Phoenix marketing agency president/CEO, who has headed the award-winning strategic marketing, advertising and public relations firm since its formation in 1976, gave the approximately 100 attendees 35 key words, with an elaboration of how they can help businesses overturn a recession and bounce back sooner and stronger when it ends.

The Arizona Advertising and public relations veteran told his audience at Arizona Country Club, "The total pie may be smaller; you must make sure you get a bigger slice of it." He characterized doing business in "these times" as like walking a tight-wire without the benefit of a net.

He explained that being reticent to commit resources to marketing is light playing paintball while your competitors are using liver ammunition. "Remember that, collectively speaking, your competition never sleeps," he admonished the audience comprised of Phoenix-area business owners.

The award-winning marketing consultant, whose firm serves clients locally, regionally and nationally, warned his audience to be vary of "idea predators" who recently have flooded the market with quick marketing-fixes. Starr also urged the attendees to not try to rely solely on salesmanship, which he labeled as necessary, though "time-eating" two-way communication. Marketing must be built around one-way communication, whether direct marketing or media advertising, but preferably in combination with each other. Still, he added, "at the end of the day, database is king."

Stressing the need for a good marketing plan, Starr assured the association members that "the best team doesn't always win. It's the team with the best, most well-executed game plan," insisted the Arizona-based marketing strategist.

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Mike Toll
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