Company insert

MoM-005.Insert-8.5x11-6-17 6/23/08 3:50 PM Page 1

Beyond Space & Time

How to
dramatically
increase
the value
and impact
of every
sales dollar.


T
he very thing that determines the
success of the marketing dollars
you spend, the products and services
you sell, and ultimately your company
itself has a 98% mortality rate.


No, it isn’t advertising space or time.
It’s the idea.

The idea is the backbone of every business.

It’s what creates the identity and image
of the company and what it sells.

It’s what gets people to buy.
It’s what gets people to sell.

Everything starts with an idea:

The company.
G
The Idea (98% fail)
The company name.
G
The product or service to be sold.
G
The product or service name.
G
The company logo.
G
The product or service trademark.
G
The packaging.
G
The advertising.
G
The communication material.
G

People don’t buy products or services.
People buy ideas.

In reality, business and selling are a battle of ideas
and the battle takes place in the mind of the buyer.

The winner is the company that communicates
the right idea, with the greatest impact
on the mind of the potential buyer.

This insert shows examples of how we think and
how ideas work.

It also explains how we use “The I Factor”
to increase the success rate of ideas.

the i am group inc
helping clients win the battle of ideas.
1.800.421.2358
www.iamgroupinc.com

B R A N D I N G • C O M M U N I C AT I O N S • C O R P O R AT E I D E N T I T Y • D E S I G N • M A R K E T I N G • M O T I VAT I O N • P R O M O T I O N • S T R AT E G I C P L A N N I N G • C O M M E M O R AT I V E A RT • P U B L I C R E L AT I O N S


How to Improve Your Marketing The Non-Office Office
We don’t operate out of a typical office
setting.

Success Rate by Dramatically There are no walls or cubicles to restrict
the flow of ideas.
Instead, there are wide-open spaces
Lowering the Death Rate of Your Ideas filled with rotating art . . . to stimulate
the imagination.
A total freedom to challenge, expand,
create and implement what is the lifeblood
of business — ideas!
It works.
Success Comes
From Breaking the Rules
Some call what we do “outside the box
thinking.”
Dr. Edward DeBono calls it “lateral thinking.”
You can call it what you want but remember
one very important thing — it works!

The success or failure of every product, service and company is based on the creation, implementation and
management of “the idea.” That’s what we, the i am group inc, help companies do.

Introducing a unique
alternative to services
that no longer work
for most businesses
Marketing success is achieved by taking
advantage of weaknesses and opportunities
that exist in the marketplace and creating
powerful ideas — ideas that are transformed
into verbal and visual images that capitalize
on these weaknesses and opportunities and
separate one’s company, product and
service from the competition.
That’s what we, the i am group inc, help
companies do.
the i am group inc was formed by a group of
people from the ad agency, design and
corporate sides of the business.
Our goal was, and still is, not to just create
marketing support material for companies,
but to help companies achieve greater
selling success by developing, implementing
and managing powerful ideas that help
generate a greater return from every
marketing dollar invested.
We do what ad agencies do — and
then some.
We do what promotion houses do — and
then some.
We do what design organizations do — and
then some.
We just approach things a little differently.

No boxes — just wide-open areas with trees and rotating art.


Using a Chimp to potential buyers felt that they would It not only sold one hell of a lot of
have problems training employees to run equipment; the fascinated mobs
Make Chumps
the machines. of spectators it drew helped sell the
Out of the Competition
company’s other products too.
Solution?
A British manufacturer of textile
We trained a chimp to work the machines
identification equipment had trouble
(in less than an hour) and took it to every
entering the U.S. Market.
major trade show in the country.
We found that the major reason was that

Our new facilities, at “the idea ranch” in New York, contain over 9,000 square feet of creation space including
design facilities, a think tank, and a photo studio on 13 acres with roaming Irish Wolfhounds and chickens that lay blue eggs.
All within 5 minutes of the airport and 10 minutes to the train.


We emulate the mind of an 8-year-old,
The more than 1,200 awards
which is free of “can’t do,” “won’t work”
we’ve won, gives our clients
and “never-been-done-before” attitudes,
additional media exposure.
which spell instant failure.

The only other elements in the ads were the We contacted the organizers of New York’s
masthead of our client’s publication and one Columbus Day Parade and offered to
line of copy underneath it . . . “The only create a gigantic Italian flag out of the new
process industry publication serving carpet and install it right in the center of
management exclusively.” Fifth Avenue where the television cameras
covered the full day’s activities live.
What the ads did was dramatically position
the competitive publications as reaching “Why have your big show take place on
Controlling the Peddling Pig
labor and our client’s publication reaching dirty streets when you can have your flag as
management — the people who buy. your stage!” we said.
Selling price is usually the ploy of someone
with nothing to sell. It not only increased ad pages dramatically, They agreed.
it cooked the peddling pigs and their
It can be very dangerous (just look what it’s So, on Columbus Day, for six full hours live
price selling.
done to the retail industry) and, in most and six hours taped repeat . . . plus national
cases, removes valuable profit from the Twelve Hours of pick up, millions of Americans watched our
bottom line. client’s new carpeting — with constant
Television Exposure
mention and client spokespeople on TV
on a Nickel and Dime Budget
A leading magazine publisher, with a
to support it.
business publication serving the multi-billion
dollar process industry, was constantly being A major carpet company that had It became the official carpet of the
attacked by its four competitors serving never experienced much in the way of Columbus Day Parade and was
the industry, due to its much higher rate results from its advertising was looking merchandised to carpet wholesalers and
per thousand. to impact the market with a new, highly retailers across the country.
durable product.
Instead of doing what it had been doing for
years “defending itself,” we suggested that We created a name, trade and consumer
the client take the offensive. advertising, point of purchase and incentive
program, but were looking for some real
We ran almost copy-free ads in the client’s
impact (on their small budget) that could be
own publication (costing almost nothing).
merchandised for months.
One ad showed four lunch buckets and a
While eating pasta in our favorite Greenwich
fine leather briefcase.
Village restaurant one day, a discussion of
the Columbus Day Parade came up and out
Another showed four subway tokens and a
of it, an idea that would give us the impact
Mercedes-Benz car key.
we were looking for.
Still, another showed four hamburgers and a
giant porterhouse steak.
Another showed four beer cans and a bottle
of French champagne.
The last one showed five “Men’s Room”
doors and the door to the “Executive
Washroom.” “I have the mind of an 8-year-old,
but I’m not mentally challenged.”
— I Rachael Miller, Exec. VP, Design

Most ideas die
on the selling
battlefield because
companies fail
to use “The I Factor”
to manage them.

“I have the mind of an 8-year-old, but I’m not
mentally impaired.”— Victor Valla, Senior VP,
Director, Commemorative Art


We approach marketing as a war. Send for
a copy of our Warketing piece and you’ll see
how it adds meaning to your selling efforts.

They were given mounted pieces of the That’s why we created “The I Services include:
carpet from the parade. And it was Factor,” a system that evaluates
Marketing: Planning, strategy development,
heralded as “the carpet that army the potential impact of
product extensions, intelligence gathering,
tanks, trucks, cars and 25,000 feet your idea on the minds
positioning, etc.
couldn’t destroy!” of customers and
potential customers. Design: Corporate identity, logos, packaging,
The program, of which the
displays, exhibitions, brochures, design
carpeting of a major city street It measures your idea
systems, web site development.
was a part, became the most against the buyer’s,
successful carpet introduction in seller’s, and competitor’s Media: Print, radio, television, multi-media,
the history of the industry. ideas, by means of an presentations, web sites, etc.
internal/external audit.
$65 million in sales in six Promotion: Consumer and trade
short months. It evaluates your competitor’s incentive programs, contests, targeted
strengths and weaknesses communications.
This “out of the box” thinking works in all
and the weaknesses and
areas of marketing: identity, packaging, Public Relations: Product and corporate
opportunities that exist in
promotion, special events, etc. publicity, special events, new product
the marketplace.
introductions, etc.
It works because it’s not one-shot,
Then, it analyzes your
cutesy-pie headlines. Fine Art: Corporate sales and licensing,
competitor’s communication
custom corporate art, corporate murals, etc.
strategies, the media being used,
Everything we do is developed using
and provides direction in media selection —
strategy that evolves from a system we call No matter how small or large, we give
both personal and non-personal —
“The I Factor.” each client the same intense service
to determine your most cost-effective and attention.
Lowering the Casualty Rate avenue of communicating with the prospect.
So, before you embark on your next project
of Ideas
This data, which tells you what’s taking or program, consider our multi-discipline
place in the minds of the three most approach, instead of a single discipline
We said it before and we’ll say it again.
important groups of people, is then used service, built around the idea.
Marketing is a war. to plan creative strategy that will enable you
You’ll be surprised at the results.
to increase the impact of your idea.
A battle of ideas.
It lowers the casualty rate of your idea . . .
The battle takes place in the mind of
and enables you to make a quarter work
the buyer.
like a dollar and bring more dollars to your
And like any battle, military or marketing, bottom line.
one has little hope of winning without
Services to Meet
knowledge of battlefield conditions.
Today’s Challenges
What will it take to get your targeted
the i am group inc
subjects to surrender . . . and buy your We provide a broad range of integrated helping clients win the battle of ideas.
product or service? communications services seldom found in 1.800.421.2358
firms with single disciplines. www.iamgroupinc.com
Do your enemies, the competition, have
any weaknesses that can be exploited You can come to us for single, specific
or strengths that you will have to project needs, a full-scale program, or, as
defend against? many clients do, let us function as your
marketing communications department.
Then you have your allies, the people who
are going to sell your products or services.
Do they support your “idea” or what steps
will have to be taken to get them to?
What are the best media weapons to use to
penetrate the targeted subjects with the
least resistance from the enemy?
Without this knowledge, the battle and the
war will most likely be lost.

“I have the mind of an 8-year-old, but I’m not mentally disabled.”
— Lee “Mad Man” Elliot, President, Creative Director


THE SANCTUARY
at

Ultra high-end residential development,
with no golf, tennis or clubhouse,
is positioned as a sanctuary. Results:
$1 billion in sales.
New packaging and name, “Happy Grass,” for carpeting rejects,
helps sell product for three times the price of first quality goods.

Identity The name, logo, and packaging must stand alone in
building identity and image, regardless of the amount
of dollars that will be spent on communications.

Name, trademark, corporate
identity system and
packaging, create a uniform
look replacing six multi-name
trade/industrial electrical
products with a single-name
consumer line.

Navigational flags
spell out name
of $250,000
boat condos.

Name, trademark, and packaging for multi-cultural
body powders that match a person’s skin tone.


Fire your advertising agency.

If you’re not number one or two in your So, if your ad agency isn’t producing the
market, you need a lot more than advertising. results you’re looking for . . . fire it.
You need a company that can develop Then, spend 45 minutes or so with us.
the strategic ideas to take advantage of the We’ll show you how we use “The I Factor”
weaknesses and opportunities that exist to produce the results you need and make
in your market. quarters work like dollars. the i am group inc
One that can create tactical ideas to outflank helping clients win the battle of ideas.
Call Lee Elliot at 1.800.421.2358.
the big boys with all their marketing dollars. 1.800.421.2358
www.iamgroupinc.com



Positioning the management publication It got major engineering firms to drop

Image
against four “labor” magazines, to eliminate a fifty-year habit.
price selling.

Advertising must contain an idea big enough to stop
the reader and positioning that helps separate you
from the competition.

This “best” new product introduction positioned a hardware product to
the female market. It helped generate 300% more sales than projected.

Overcoming the “high-cost” image of
Corporate/product ads provided major
electricity with “value” advertising.
benefits and introduced a new player
into the shelter material world.

Positions high-
end roofing
product against
fire-prone
wood shakes.
The name is a
cross between
shake and
shingle.

Attacking how others sell and dominating the medium with 16 pages
for the cost of a one-page ad.


Thisis an advertisement
It didn’t run in a magazine. There was no The one shown above was used by a just give us a call or visit our web site at
waste circulation, because it reached only major publishing company to introduce a www.iamgroupinc.com.
the people and companies we wanted it to. new information system.
And it didn’t wind up in the wastebasket We’ve created Commemorative Art for
at the end of the month. Instead, it hangs on many companies including Citibank NA,
the office and boardroom walls of thousands McGraw-Hill, University of Miami College of
of the largest engineering firms in America. Medicine, University of Hartford and Castrol.
We call this type of advertisement If you would like to know more about
Commemorative Art. Custom art turned Commemorative Art and murals and
the i am group inc
into limited-edition prints that are used how we can help you build an effective
by companies and non-profit organizations marketing program around them,
1.800.421.2358
to announce new products, celebrate
www.iamgroupinc.com
anniversaries, raise funds, etc.
BRANDING • COMMUNICATIONS • CORPORATE IDENTITY • DESIGN • MARKETING • MOTIVATION • PROMOTION • STRATEGIC PLANNING • COMMEMORATIVE ART • PUBLIC RELATIONS


Chimp, trained in
twenty minutes to
operate equipment,
overcomes buyer’s
fear of technology
at trade shows

Impact
across the country.

Most programs fail because the idea isn’t big enough
to impact the mind of the potential buyer.

To succeed, the idea must stop, excite and
get the prospect to respond.

That’s what we do for our clients.

(left) Antique Rolls
Royce brings 500,000
customers into retail
stores and helps sell
$65 million worth of
Paper dolls and doll house mailing turns CEO’s into kids again and helps
carpeting in six months.
turn business news magazine into consumer publication.

(below) 68% of the
doctors who received
this signed, limited-
edition print offer
responded. Most
switched banks . . .
creating a 75% market
share increase.

Five-part board game direct mail campaign lets prospects play out
obstacles in selling five market segments. Increased client product
awareness 85%.


Every day, intelligent business people attempt suicide
in an area not much larger than this.
They run ads with no idea. In addition, they probably had no set
objective or objectives that had little chance of
Or too many ideas.
being achieved.
And run them in publications dominated
Pure suicide.
by the competition.
For suicide prevention, give us a call. the i am group inc
1.800.421.2358
www.iamgroupinc.com
B R A N D I N G • C O M M U N I C AT I O N S • C O R P O R AT E I D E N T I T Y • D E S I G N • M A R K E T I N G • M O T I V AT I O N • P R O M O T I O N • S T R AT E G I C P L A N N I N G • C O M M E M O R AT I V E A R T • P U B L I C R E L AT I O N S


Impact
4,000 wedding photographers gain consumer exposure on album company’s
consumer web site.

To take advantage of weaknesses and opportunities
in the marketplace, one must look beyond normal
media and seek dramatic ways to communicate ideas
and images that impact the buying audiences.

That’s what we do for our clients.

TV commercial for multi-cultural powders. Voice over: “Because all people aren’t
created equal . . . Equal, the body powders that match your skin tone.”

Dramatic three-screen presentation positions new travel medium. Sells multi-million
dollars worth of space . . . $3 million at first viewing.

Carpeting of Fifth Avenue on Columbus Day produces 12 hours of television
exposure.

Motion display allows customers to mix and match inserts and frames instantly
and helps sell $15 million in product selling for 15 times competition.


Concepts
vs.
Contraceptives

A concept is an idea that is used to separate one A contraceptive is something designed, inadvertently
company, product or service from another. or on purpose, to prevent anything from happening.
It creates the identity or image of the company and Most companies use contraceptives in their marketing
what it sells. and communications.
It’s what gets people to buy. Or turn concepts into contraceptives by failing to
control “The I Factor.”
It’s what gets people to sell.
For more information about “The I Factor” and how
To be successful, it must be believable, defendable,
we can make it work for you, just give us a call.
properly executed and exposed to the potential buyer in
a non-hostile environment.

the i am group inc
1.800.421.2358
www.iamgroupinc.com

B R A N D I N G • C O M M U N I C AT I O N S • C O R P O R AT E I D E N T I T Y • D E S I G N • M A R K E T I N G • M O T I V AT I O N • P R O M O T I O N • S T R AT E G I C P L A N N I N G • C O M M E M O R AT I V E A R T • P U B L I C R E L AT I O N S


SENDUS
YOUR DOG

Every company has at least one product or We do it by using what we call
service that isn’t moving the way it should. “The I Factor.”
And when there just aren’t enough dollars And it works.
available to feed its development, the problem So, if you have a dog, or a product or
gets even worse. service that could become one, give us
We’ve built a reputation for creating the a call for an obligation-free presentation and
the i am group inc
“big idea” that turns what are commonly discussion of your problems.
referred to as dogs into marketing But, please call us before it eats you 1.800.421.2358
success stories. out of house and home. www.iamgroupinc.com


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