Every now and then, a television advertisement forces me to set aside the remote control and calm my trigger finger. Usually, the spot runs itself into the ground after about 100,000 airings, but some never seem to lose their magnetism.

Recently, American Express released a series of 60-second clips that prove the most creative visuals sometimes come from the simplest of scenes.

The advertisement campaign, dubbed “Don’t Take Chances, Take Charge” shows everyday objects organized in a way that makes them appear to be smiling or frowning. A purse with a tight-lipped grin… Imagine that. Well, I know it’s not my wife’s shoulder bag. Hers always has its mouth open and is throwing up money!

Nonetheless, I can’t help but watch to see what inanimate item will flash its emotions next. A  sink with a leaky faucet as its nose… An oven with a stovetop grill for hair… A bowl of soup with floating air bubbles for eyes…

These ads blend two commonalities – emotions and objects in our lives – to strike a chord of familiarity with the audience. There’s no special effects; no witty writing – just the most basic items brilliantly presented.

But what really makes this particular promo stand out? Well, it’s just plain catchy. I even find myself motoring down the road, on the lookout for faces in street signs, homes, trees… I didn’t think it was possible, but I’ve actually discovered something else to preoccupy me while I drive –caution all Wilmington commuters.

Seriously, someone with a good imagination clearly came up with the concept for these commercials. To see human features in a toilet bowl: Well you either spend way too much time in the bathroom, or you got a hold of some potent Glade air freshener.

So, I offer up kudos to American Express for choosing a different direction in marketing message: Simple, clever, and somewhat interactive (inspiring viewers to try and see the faces for themselves). It begs to question, what items smile and frown in your life? Wow, my office chair looks miserable – sorry down there.

These days, most people won’t back out of the driveway without first switching on their trusty GPS navigation system. It just makes sense: Why cruise aimlessly when one device helps bypass all of the directional drama that lies ahead?

These digital kings of the road get drivers to their desired destinations faster, offering up shortcuts, detours and traffic information. Aside from convenience in travel, they potentially save money (in fuel). With such great benefits, it’s no wonder experts expect more than 900 million GPS devices sold by 2013, according to a study by ABI Research.

Such sales projections prove one thing clearly: People want to know where they are going – at least in terms of their daily travels. If we place this much importance on getting around town smoothly, as business owners and managers, shouldn’t we invest in resources that similarly map out our company’s future course? After all, it is our livelihood sitting shotgun.

Imagine what business might look like with a device that guides us around those economic potholes and takes us directly to the target consumer? For the answer, “ Turn Right ” at 2010 Marketing Plan.

Yes, we at Bon’s Eye feel marketing plans represent the GPS systems of the business world. Still, we’re always surprised at the number of companies that hit the enterprise freeway without a tool to chart the course. To us, that’s like navigating by way of stars – in the middle of the afternoon.

Since it’s not easy to stop and ask for directions in the middle of a consumer draught, it’s better to plan ahead. There are plenty of great marketing firms offering extensive plans for businesses of all sizes. Still, there are simple measures you can take now to draft out an effective map for the upcoming year.

Creating a Marketing Plan For 2010

- Compile any customer information collected to date. This might include, but is not limited to: The average age range of the client, customer location (your market reach); estimated ratio of female buyers to male buyers, hangouts, interests, income, values, etc. If this data is not on file, it can be collected through a consumer survey, questionnaire, poll, research through industry associations, etc. Work to identify the customer base you want to reach, but have not so far. Summarize all of this data at the beginning of the Marketing Plan, as it will steer our strategies. Having a general profile of your target audience will come in handy when conceptualizing effective marketing efforts and messages geared toward specific demographics. This data should reveal spender trends, allowing you to direct marketing at the ideal consumer.

- Characterize your product/service: Include purpose and price points. Identify ideal regions for selling product/service. Research competition’s marketing (ad placement, commercial spots, signage, etc). Identify what separates your service/product from the competitors. What do customers appreciate most about your business? What could be changed to provide a better end product/service? Align this information with your target audience profile. This will allow you to decide what products/services best fit the consumer’s needs, likes, expectations. From this, separate products/services into two categories: Easy to promote & Need to repackage purpose/message. The “Easy to promote” section should include just that – items that speak to your audience’s needs. Clearly, continue promoting these products/services, possibly even doubling efforts. The “Need to repackage purpose/message” section should include those items that don’t sell so quickly. You need to create a marketing approach that shows the target consumer why these products/services make sense for their lifestyle. Aim to find a common thread between the product/service and the consumer’s wants.

- Identify most-effective marketing methods to date: List strategies that produced the best results – newspaper ads, referral program, promotional events, etc. Compare return on investment (if applicable). Can successful strategies be improved?

- Allocate budget: Realize that marketing is a continuous approach, not a temporary effort. Therefore, don’t invest all efforts and money in the first quarter. If funds are an issue, we recommend testing one or two strategies per month, having a more accumulative approach. The tendency for many businesses is to frontload the budget because of eagerness to get customers right away. This, however, can produce drastic results as not all strategies are effective throughout the entire year. For instance, it’s not necessarily the best move to run a bunch of television spots in the dead of summer – most people are outdoors. Instead, break down your overall monthly expenses and commit a portion of money to marketing. View it as a necessity, like the electric bill. Still, have more affordable options (backups) ready should your business experience a down month and have to cut back. The most important rule in marketing is to keep in front of the consumer.

- Identify grassroots backup strategies: In case of a budget-tightening month, create a list of other strategies that can provide results for less. It’s important to set realistic expectations. These are free methods, and many other business owners are vying for a piece of the saving’s pie. Examples: In some cases, businesses might be able to garner sponsors for promotional events that serve a larger purpose. Press releases offer free coverage – however not all go to print. Direct mail campaigns. Networking events.

- Conceptualize Strategies: Now, you should have a better understanding of:
Your ideal customer in 2010 (based on customer profiles)
- Products to be promoted in 2010/ Those needing a rejuvenated approach
- Past marketing methods to keep and those to scrap
- Monthly budget for marketing expenses
- Free/cheap backup strategies

It’s time to put this information to work and create a month-to-month strategy list. Creativity goes a long way in marketing. Consumers are inundated with commercials, ads and so forth. It takes a truly unique effort to stand out. So whether investing in traditional methods (like print ads, commercials, signage), or creating outside-the-box efforts – make sure the product’s promotion does not blend in.

There are many reasons we love living and working in Wilmington. Historic downtown, mostly sunny days, choice of beaches, eclectic restaurants, a strong business community, compassionate and creative people… I could go on and on.

Being out and about – whether it’s for shopping, filling our bellies or meeting with our fantastic clients – we’re constantly witnessing just how creative businesses are when it comes to marketing. We’d like to recognize these companies somehow. So until we come up with an awards event where we give out golden bonsai trees, we’ll give them some airtime on the Bon’s Eye blog.

On a recent trip to Islands Fresh Mex Grill (260 Racine Drive/ Right near UNCW) it was hard not to notice the restaurant’s latest marketing push. Signs plastered everywhere – where you order and pay, at the drink machine and salsa bar, on the walls by the bathroom – enticed patrons to sign up for weekly mobile coupons. Sweet! I’m all about coupons, so I dug out my Blackberry from the pantry/medicine cabinet/diaper bag that is my purse. I punched in my text, receiving our first coupon before I even finished my meal.

I’m hooked – on the coupons and burritos.

Owner Lucas Jones started using mobile coupons through Coupons to Your Phone about six months ago, and the results have been good.

“It’s definitely worked well,” Jones said. “It helped us develop a client base. People started coming in for the coupons. Now they come in all the time.”

Since opening about 16 months ago, Islands has been written up in the press and Jones has run radio and TV spots. But, he said, the mobile coupons have been one of the most effective forms of advertising.

He did have a word of caution, though, about using the service.

“You have to be careful about what you’re offering,” Jones said. “If you don’t put something that’s worth it, they won’t come in. But you also don’t want to give away your restaurant.”

Email or call (910) 399-2700 for more information or to place your order.