Marketing Communications


Marketing Communications

No matter what size a business is, it is important to implement some marketing activities in order to make people aware of your organization. You cannot simply do nothing and expect to be inundated with clients, consumers, or customers. At the heart of your business success lies marketing. In fact, most aspects of your business depend on successful marketing and it its accompanying partners – advertising, public relations, promotions, sales, and social media.

Supported by a constant system of evaluation, a marketing strategy will help you to determine areas that you need to focus on more, those you are wasting your time on or which methods work best against certain consumer groups. For a business to succeed, the product or service it provides must be known to potential buyers.

Hence, businesses now understand that marketing plays an important roll in their overall success, so now companies have CMOs (Chief Marketing Officers) along with CFOs and CEOs. They understand that if there are functions close to customers its ether Sales or Marketing. Sales becomes a direct interface among customs and products offered by companies, and marketing is an indirect function between customer and the company.

Kevin Russ L.L.C. marketing and communication consultants help capture brand, insight, intelligence, assess their position in the market, position their company and products in a competitive environment, and drive their communication strategies so that they reach more consumers of their products and services.


As a seasoned marketer, you know that customers don’t just choose to do business with your company because of your products, services and pricing alone. They choose your company because of the way you do business, because they connect with your brand. An effective brand strategy is a key competitive edge in a crowded marketplace. So, your brand should be an enduring and evolving proposition, not a short-lived idea. But, this becomes more and more challenging as companies evolve, expand and acquire other products and services. Defining and refreshing your master brand strategy on a regular basis helps to ensure that your company maintains a clear strategic direction aligned with your business strengths, objectives and target audience. A good first step in initiating your brand refresh effort is to look at your business holistically and objectively through the lens of a brand audit.

Uncertainty is a constant that businesses of every size face daily. Getting customers in the door, encouraging them to spend, and ultimately generating a profit are basic objectives that can at times seem difficult to achieve. Changing, adapting and incorporating new products and ideas into your business mix are ways to remove some of the uncertainties you face, but without proper forethought and planning, those steps themselves can be highly uncertain. Enter the feasibility study: a chance to ask and get answers to questions that help you to assess potential, and to predict the likelihood of success or failure.

Every business plan should include market analysis. This is one of the first and most important reasons to do a business plan. And whether you’re just starting a new business or reviewing an existing business, you should renew your market analysis at least every year. Markets change–a business needs to watch for changes in its market. The challenge for any business is to gain a sufficiently detailed understanding of the fundamentals of a market. Without this insight, it is unlikely that marketing strategies will prove effective or that marketing objectives will be met.

If you’re ready to forge your own path and let your entrepreneurial spirit run free by establishing your own business, one of the essential components to your success will lie in the establishment of a solid business plan. One of the most important components of a good business plan is a description of your target market and how you’ll cater to that market and promote your products and/or services to them. In order to get all of that information, though, you first have to complete a target market analysis.  Although your products might appeal to a large group of people, it doesn’t make sense to market to everyone. You need to identify the people who really want or need what you’re offering. These are the consumers who have a need for whatever it is that your business has to offer, so it only makes sense to figure out ways of appealing to these customers by letting them know that you recognize their needs and you have the perfect solution.

With the economy becoming more and more competitive with each passing day, having apt knowledge about the concerns and preferences of customers has become integral for any business. Using surveys to collect this information can give valuable insights into areas such as target markets, product feedback, customer responsiveness and loyalty, understanding buying habits and brand awareness (to name just a few). When it comes to learning about a company’s client base, there is rarely anything more effective than a customer satisfaction survey. For decades, these surveys have given customers a chance to voice their concerns and sing the praises of the industries with which they deal. With effective market research, your company can gain invaluable information about your competitors, economic shifts, demographics, the current market trends and the spending traits of your customers.

When doing market research for products, there is definitely an advantage to seeing them, touching them, feeling them and interacting with them in real life. In a face-to-face interview, participants can see products and play around with them in order to answer your questions or complete necessary tasks. In online surveys, pictures are normally substituted in lieu of the real product and in some cases, the ability to experience a product with your own senses can make a huge difference in depth of feedback. Face-to-face interviews have long been a staple of the market research landscape, and the ability to glean valuable insights from this method is a core reason why generic online surveys are fundamentally limited. Simply put, there are inherent aspects, features and possibilities in a face-to-face interview that cannot be captured or replicated by any other method.

Focus groups have been a dominant form of qualitative data collection in market research for more than 30 years. Focus groups are an established part of market research. Today, focus groups can be conducted online or in virtual digital space. Despite their recent shunt into the public eye over the past decade, focus groups are nothing new. Within the social sciences, they can be found detailed in the literature as far back as the 1920’s. Focus groups played a valuable part during the Second World War including evaluating the effectiveness of propaganda efforts and the effectiveness of training materials for the troops. The focus group is a research technique used to collect data through group interaction on a topic determined by the researcher. Thus the Client determines the focus of the group and the data comes from the group. Essentially, it is a group experience. It comprises a small number of carefully selected people who are recruited to a group discussion based on their commonality of experience.

One of the oldest techniques used in marketing research is the observational method. Through direct observation of people, marketing specialists are able to identify actions and watch how subjects respond to various stimuli. For a small business, observational marketing research is one of the most simple ways that one can find out many things about their customers and clients. There are many advantages to utilizing observational techniques when conducing marketing research for your small business. During observation only, subjects often behave more naturally and do not purport to demonstrate their “ideal selves” instead of their true actions. Recall error is not a problem when conducting observational research. In clinical settings, behaviors are reported in relationship to activities or other stimuli. In observational research done in natural settings, subjects are reported as doing exactly as what was observed. Observational research can be modified to obtain the best results possible, if necessary.

The importance of planning cannot be over emphasized for an organization or even for an individual. From the start of a small business, to managing a large business, from starting your own career, to the last stages of your working life, planning will be the most important tool that you use in marketing. Because one aspect of a marketing plan affects all of the others, coordinating your activities is critical to eliminating interference and maximizing your profits. A marketing strategy looks at all of the areas of your selling activities and helps each one support the next, making sure all of your departments are aware of what each is doing. Understanding how to create an integrated marketing strategy will help you make better individual decisions regarding specific marketing tactics.

Most business executives dub PR as ‘free advertising.’ This could not be farther from the truth. It neither is advertising, nor is free. As a matter of fact, it may be costly, VERY costly, depending upon how it is used, because it’s a time consuming and labor intensive process. Still while it almost is cliche; today, PR may make the claim that it’ll give your business the best return for its marketing budget. Due to it being compared with advertising, PR is maybe the least understood of all marketing tools. The basis of PR includes using intermediaries to communicate with your audience and influence them. Those intermediaries may be industry spokespersons, stock analysts, investors, trend setters, industry analysts, customers, employees, and even the electronic and print media. Typically your business has very little control over those influencers, or intermediaries, which will make public relations so difficult. A compelling public relations plans can go a long way toward helping a business spread its message, reach more customers, and generate more sales.

The tone of business and government has changed. With limited resources, everyone’s forced to strategically focus on outcomes and results. Strategic communications is a “must do” and no longer a “nice to do.” With fewer contracting opportunities, a shift towards lowest cost, technically acceptable procurements, and pressure to insource services, companies must revisit and sharpen their message to ensure relevancy with the current business, political and cultural environment. They must also demonstrate cost-savings and performance metrics. To do this, messages – from proposals to the company website – must consistently and clearly communicate companies’ value and differentiators. If you listen, you’ll notice it more and more. Strategic communications is the new mantra. It’s no longer just about sharing information but is seen as necessary to drive employee behavior to achieve results by helping people understand how their work influences the success of the organization. Strategic communications doesn’t just happen. It happens because goals are set, success metrics are determined, target audiences are identified, messages are developed and appropriate communications channels are efficiently used to communicate a consistent message.

One of the most important components of running a successful business is reaching consumers and gaining customers. A company must assess which markets they want to reach and find inventive ways of linking their product or services with the end-user. This is where a strategic marketing plan comes in. A marketing plan is a field guide to promoting and selling a product or service. It outlines everything from the advertising budget, market research and target market to media buying. For all firms, whether a modest start up or a multinational giant, an effective marketing strategy can serve as a crucial road map for the entire business. By developing and establishing a coherent and well considered marketing strategy, organizations can promote their business, court the right types of client and allocate their resources correctly, all while safeguarding the reputation of the firm.

Fitting all the essential information about your company, brand, or product into a brief document can be an arduous task. The fact sheet is one of the most simple, effective pieces of corporate communication by providing a foundation to help you extract relevant pieces of information and elegantly lay them out on a page.

Despite its relatively small size, a business card can be critical to the development of your small business. As business cards are often handed to prospects and customers, they can be a highly personalized form of marketing. Their multiple design options also provide numerous opportunities to promote your business in a creative manner. As business cards are part of an introduction, they are important for making a favorable first impression. An attractive, eye-catching business card with all the relevant contact information can capture the attention of your prospect and help you remain in her memory well after your initial meeting. Business cards can also enhance credibility, as they can create a sense of professionalism and legitimacy for your business.

Living in the digital world, a website is now a necessity for a business, big or small. If you have a business and don’t have a website, you are probably losing a number of great opportunities for your business. A website itself can be used to accomplish many different marketing strategies to help your business grow because the web has a far wider reach than any other form of advertising. While it takes time to build up enough traffic to your website to make a worthwhile impact on your company`s marketing campaign, it costs next to nothing to do so. Your website will be the center of your company`s online presence; through it, you advertise your business around the Web on social networking sites, forums and through pay-per- click advertising programs. By building a website, you are giving your business the opportunity to tell consumers why they should trust you and the testimonials and facts to back up those opportunities.

Case studies are a marketing staple. Businesses use them to show how their product or service has been implemented successfully by customers. Instead of simply talking about a product, case studies allow businesses to show how their product can be used. Case studies are vastly under leveraged, yet wholly effective. In fact, case studies are often more effective than brochures and traditional sales collateral. Why? Because everyone loves stories. You have probably heard the saying, “A picture is worth a thousand words”. This wisdom also applies in sales conversation and marketing. The stories you share paint pictures, evoke emotions, and give your presentation a sticky power. That’s exactly what a case study allows you to do, tell stories about your brand. People connect with stories, and there’s no better method of storytelling in business than using your customer’s voice in a data-backed case study.

Whereas the company fact sheet is essentially just that — a list of facts — a company background  is a document that is written in paragraph form and should include more detail. In a sense, it is the history of the company and can be told chronologically or not, as long as you convey a real sense of the company and its worth.

Brochures form an integral part of the traditional printed marketing collateral, despite the growing popularity of online marketing initiatives. A well-designed brochure is very much a collectible item, not only for its captivating visual effects, but for the loads of product-specific information featured in it. Brochures help capture the attention of potential customers, especially in the case of small and emerging businesses that are on a tight budget. They are both effective and pocket-friendly than product advertisements on magazines and newspapers, given the fact that prime space on print media is costly. Brochures or booklets, on the other hand, can focus entirely on the business and its offerings, thereby getting the undivided attention of all potential customers who browse through them. They are versatile pieces of printed information that can be used for promoting almost all types of products and services, and in different venues, right from reception desks of offices to promotional events.

An animated explainer video is a perfect way to attract viewers to your product and tell them the key points and importance of your product. A general video is about 30 to 40 second long, A video can itself deliver a message within no time whereas a written text takes much more time and does not even explains the message properly. The text which people usually read they only remember 10% of it whereas a video is stored in the mind for a long period of time due to its graphics and the way of presenting which creates users interest. Plus a video includes both visual communication and audio which significantly enhances the perception.

As a marketing professional, you need to have a clear understanding of your markets and what drives your customers’ decisions to buy. In this course, you’ll get modern techniques for analyzing markets and quantifying customer needs, wants, and preferences (NWP). Learn tactics to utilize the 4 Ps of Marketing (Product, Price, Place, and Promotion) and proven tools and methods to avoid the most common marketing mistakes. In hands-on activities, you’ll discover how to implement the right approach for your company’s unique needs.
and assurance is all about meticulous data analysis. Everything needs to be checked, double checked, and triple checked.

Looking to build a business or expand one you’re already running? You’ll need to build a business plan before you do. Experienced entrepreneur and consultant Kevin Russ walks through the process of defining your business, researching the market, and determining your product. Once you’ve figured out what your product or service will be, Kevin provides guidance for thinking through your sales strategy, day-to-day operations, staffing, and financial forecasting. A sample business plan is provided, so you can follow along with the development of a real-world company.

Small businesses can’t afford not to be active on social media. Having a Facebook, Instagram, or Twitter account keeps you tuned into your customer base and helps drive traffic to your website or brick-and-mortar store. Learn what it takes to be successful at social media marketing, without a lot of resources or dedicated marketing staff. Kevin Russ explains the key terms and definitions (everything from SEO to hashtags) and tells you how to start finding your customers online. Learn how to make an action plan that outlines your goals, team, and budget, and find time to implement your ideas. He’ll also talk about what content to publish where and the tools you need to measure the success of your efforts


As you know, businesses exist to serve customers. Marketing is the department that ensures the company stays focused on the customer and makes customer satisfaction a top priority. Marketers develop a clear understanding of what customers value and advise other departments how to create value for customers. As you become familiar with marketing basics, you will discover how to approach decisions by taking customer relationships into account. Develop a more open and productive dialogue with the marketing department and promote communication and understanding between marketing and all other departments in your company.

stops companies from taking drastic measures like downsizing or closing down sites; those things happen only with no or bad financial projections.

A solid roadmap makes any marketing effort more successful. This course will help business professionals write and leverage great marketing plans. Learn how to assemble a team to create the plan, analyze an existing market, and break down the plan’s components into focused sections. Kevin Russ also offers advice on how best to present and leverage the plan throughout an organization.

The interaction between culture, people, and trends is the driving force behind influential brands. Cultural strategy reveals how and why consumers think, act, and feel-now and in the future. This course is for anyone who wants to harness their creative abilities to shape brands, and ensure that those brands not only participate in the cultural zeitgeist, but also contribute to it. In this course, Kevin Russ discusses the four truths of purpose-led brands. He helps strategy teams get to a creative idea, summarize their findings, and communicate those findings to a creative team. He wraps up the course with a review of a campaign ecosystem done well.

With competition increasing every day, along with the mounting pressures that characterize tough economic times, you need proven marketing techniques you can use to generate demand for your existing products and services. You also need an effective product development process to create new offerings. And, you need a marketing communications strategy that will penetrate your markets and open up profitable opportunities. For marketing techniques that can work in both good times and bad, attend Kevin Russ L.L.C. marketing courses. Our marketing seminars led by marketing experts will help you optimize your marketing communications strategy and product development process not only to compete but win!

As a marketer, you have to keep in mind that marketing conferences offer a lot of awesome opportunities for you to reach out to your audiences who are in an interconnected world Marketing conferences are beneficial especially when you’re trying to network with other marketers around the globe. Networking is a fundamental factor in coming up with successful marketing strategies and it is also vital in creating possible business deals. If you’re looking to build meaningful industry connections, learn about the latest marketing trends straight from the experts, and re-energize yourself and your team with new ideas, then a good conference can be your best friend.Whether you’re hitting the conference circuit this year as a keynote speaker yourself or as an attendee, industry events are deeply valuable when you know where to go and how to prepare.

transforming potential into extraordinary growth and success

We offer individualized, tailor-made solutions to complex questions and challenges. Our researched-based consulting, advisory and technical assistance strategies and methods promote long-term organizational growth and success. From start-up to growth to scaling, we are here for you from beginning to end.

Our experts can help you integrate our paradigm of consulting, advisory, technical assistance, and capacity building services into your marketing and communications strategy through services and solutions that include:

  • Market Research – A complete audit and review of your agency’s, corporations, institution’s, or organization’s marketing research, analytics and data program and strategy services to identify its unique strengths, areas in need to improvement, and to make recommendations for enhancement
  • Brand and Identity – A complete audit and review of your agency’s, corporations, institution’s, or organization’s brand and identity in the marketplace to identify its unique strengths, areas in need to improvement, and to make recommendations for enhancements for applying an outside-in perspective to understand customer insights and perceptions.
  • Content Development – An on/off-site partnership to resolve your business’s content development  challenges and to answer any questions or concerns related to integrating elements of  the KRI paradigm into your marketing and communications strategy.
  • Digital and Print Collateral – An on/off-site partnership to resolve your  agency’s, corporations, institution’s, or organization’s digital and print collateral challenges and to answer any questions or concerns related to integrating elements of  the KRI paradigm into your business’s operational excellence strategy.
  • Website & Content Management– An on/off-site partnership to resolve your  agency’s, corporations, institution’s, or organization’s website and content management challenges and to answer any questions or concerns related to integrating elements of  the KRI paradigm into your business’s website excellence strategy.
  • Digital and Print Collateral – An on/off-site partnership to resolve your  agency’s, corporations, institution’s, or organization’s digital and print collateral challenges and to answer any questions or concerns related to integrating elements of  the KRI paradigm into your business’s operational excellence strategy.
  • Publicity, Press and PR – An on/off-site partnership to resolve your agency’s, corporations, institution’s, or organization’s publicity, press, and pr challenges and to answer any questions or concerns related to integrating elements of  the KRI paradigm into your business’s operational excellence strategy.
  • Graphics ad Visuals – An on/off-site partnership to resolve your  agency’s, corporations, institution’s, or organization’s graphic and visual challenges and to answer any questions or concerns related to integrating elements of  the KRI paradigm into your business’s operational excellence strategy.

comprehensive, individualized, seamless, and multi-layered services

KRI offers you knowledge, expertise, strategies and skills that you stay on top of a rapidly changing business environment. KRI offers a unique combination and blend of consulting, advisory, technical assistance, and training that will provide you with a toolbox and array of tools to help you engage new customers regardless of industry or sector:

  • Airline and Transportation
  • Consumer Products
  • Education
  • Healthcare
  • Media and Entertainment
  • Nonprofit organizations
  • Retail
  • Religious Organizations
  • Social Sector

delivering innovative, systematic solutions, and individualized dramatic results

Kevin Russ L.L.C. expertise spans over 75 -years of researched-based, practiced and proven, outcomes-driven, insight, intelligence, data and thought-leadership resulting in a consulting, advisory, technical assistance, and capacity building solutions that are comprehensive, intensive, systematic, seamless, and customized.

Kevin Russ L.L.C. clients have included agencies, corporations, institutions, and organizations that are experiencing challenges and issues with creating growth and sustainability. KRI has and continues to provide cutting-edge solutions and services to small, medium, and large-sized businesses across multiple sectors.

Kevin Russ L.L.C. works with innovative, forward thinking, and change agent businesses to create cutting-edge insights and thought-leadership for operations and the professionals who staff them to provide better opportunities for consumers and transform potential into success.

creating an environment for growth and excellence

KRI provides proven solutions for businesses and professionals that span the entire business cycle continuum. KRI consulting, advisory, technical assistance, and capacity building services help you:

  • Engage, involve, and inspire excellence 
  • Raise involvement numbers and percentages in development areas
  • Create comprehensive, strategies, and systems that drive change
  • Design focused programs and intervention that get results
  • Institute strong learning/living environments
  • Implement culturally appropriate, relevant, programs and learning experiences
  • Build sustainable relationships, partnerships, and networks for long-term success

kevin russ l.l.c. and marketing and communications by the #'s

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To obtain detailed information about specific Kevin Russ L.L.C. marketing and communications services please complete the online needs assessment inquiry below. Or contact us at the Kevin Russ L.L.C. office nearest to you.

“Kevin has the unique ability to balance strong delivery of results with a flexible, collaborative approach. He exceeded my expectations with the thought put behind his strategies as well as the quality of his work.
He was always delightful to work with, and his positive attitude always helped carry the entire team through any challenging circumstances that arose.”

Rubia Ashuga
Executive Director, Boys & Girls Town USA

Looking for a dynamic marketing and communications consultant to take your brand to the next level? We can help!