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Recent Blog Posts:

Emarketer Releases Updated 2017 Media Consumption Study

US Adults Spend an Average of 12 Hours a Day Consuming Media

Media Planners Need to Be Aware of These Changing Trends in Content Consumption
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Business Differentiation Strategy

Business Positioning: An Overview and 2 Key Critical First Steps for Strategy Development

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We work with small businesses facing these key challenges:

No Idea What Type of Return Advertising is Actually Delivering

Lost in the Complex World of Rapidly changing media choices

Uncertain if Message is Actually Connecting – Does Your Target “Care?”

Your extended small business marketing department



Marketing, in its purest form, is simply a matching process. You match your company’s capabilities with the wants and needs of the “market,” for the benefit of both. However, marketing is extremely complex, taking into account the infinite variables intermingling the business category, trends, product lines, product life cycles, costs, technology, political, social, competitive factors, and we left out 20 other variables. Whewww!!!! Can’t wait for the 100 page analysis!

We understand as a small business owner, it’s just too much to sit down and come up with a “marketing plan,” while at the same time hiring, firing, managing, distributing, pricing, placing, selling, etc., etc. But just for the sake of it…

You may need a marketing plan if…

Benefits of a Marketing Plan….

  • You’ve wasted money on advertising and/or “relying” on the advertising
  • *Shiny Object Syndrome – Chasing the next best “thing” whether that be advertising, marketopportunity, product/service, or distribution channel.
  • An ever increasing product/service offering (too many!)
  • Lost Opportunities for Profit
  • Pricing Confusion
  • *Lack of Actionable Market Information
  • Internal Strife/Frustrated Management
  • Better Coordination of Organizational Activities
  • Organization more prepared for change
  • Minimizes Non-Rational Responses to the Unexpected
  • Reduces internal conflicts

Here’s the secret: It doesn’t need to be complex, rather it just needs to support an underlying business objective! What’s your objective?

Advertising Strategy

Buyer Beware:

A common misperception is that advertising objectives should be set in terms of sales increases. As advertising is one of a multitude of variables in sales objectives (product offering, quality, price, competitive influence, distribution, and customer service), sales increases typically cannot be a direct objective of advertising. However, there are exceptions, such as if you are selling direct to consumer via Chia Pets, Snuggies, or attraction/event tickets. A more realistic goal of the advertising traffic/inquiries, etc, you still need to convert, and we all know what can go wrong in that process. A key role of unearned media (a’ la “paid advertising) for small businesses is to change attitudes and create awareness.

The role of unearned media (a’ la “paid advertising) is to change attitudes and create awareness. Period.

We’ve been in paid advertising sales and buying for over fifteen years and not one person in the industry can give you definitive proof of “X” percentage traffic/sales increase if you buy “Y” advertising. However, the pros can tell you stories of how the market became aware of unknown companies and how attitudes, perceptions, and behaviors were changed due to strategic advertising initiatives. As a small business, you should CRAVE awareness and the ability to shape perceptions.

Advertising Strategies Overview:

  • The role of advertising alters during the PLC (product life cycle). For example, you cannot change attitudes before there is awareness. Seems elementary, but flip on the TV and watch a small business advertise they have the “Best selection” or “lowest price” as a first commercial. If a competitor owns the position in the mind of the consumer, you’ve wasted those dollars.
  • Creating awareness is one of the most important objectives early in the life cycle of a business, product, or service.
  • First Step in the process of creating an advertising plan is deciding on reasonable, achievable, objectives for advertising.
    • The litmus test: “Can this be achieved by advertising alone?” If not, then it’s not a reasonable objective for advertising

The medium is the message – Here are the stages you can rent and we have experience in planning, negotiation, and buying rented “space” for small businesses.

  • Local Broadcast Television (Spot)
  • Local Cable
  • Terrestrial Radio
  • Internet Radio (Pandora)
  • Newspaper
  • Magazine
  • Online/Display/Retargeting
  • Mobile
  • Online Video
  • Social Media (referral partner)

The Biggest Problem when Analyzing results of Advertising is Identifying

Noise vs. Signals – Do you Know the Difference?


What is Noise?
As a decision maker, you constantly review performance reports of sales, margins, traffic, conversions, etc. The list goes on. However, all of this data contain noise, or the random chaos of variables clouding strategic decision making. Making decisions without filtering out the noise will undermine your choices. All data contain noise, but interpreting noise as a signal is a fundamental error when interpreting data.

An example of Noise:
A retailer cuts advertising back significantly and traffic noticeably declined 30% from the prior two months average. However, when data was analyzed and appropriately reframed, the traffic numbers were in-line with historical averages. So even there was a decline, the 30% decline was mere “noise,” and did not detect a change in the “system” of their business.


What are signals?
What are the true “special causes,” that can be acted upon for prudent decision making. Has something really changed, or are the current values deviating from historical averages merely “noise?” Before you can detect a signal, you must filter out the noise.

An Example of a Signal:
A health care provider who tracks calls from TV advertising noticed a trend of inquiries were dropping in December of their fiscal year. They had also switched advertising to another TV station. Was it the result of the new station or was there a shift in the “process” of tracking calls for that office? If they would have reframed how they analyzed the data, they would have noticed the trend many months earlier. As it turns out, there was an office management change and calls were not being tracked on a consistent basis. So while the TV station may have been “blamed,” for the decrease in inquiries, the reality was a “signal” change in the process.

“The solution? Learning to REFRAME how you analyze data and identify noise vs. signals. Why? Save advertising dollars and realize better “results.”

We give free audits on where to cut and save – Simply need a few days and some pertinent data (we sign NDA’s).

Phone: (913) 325-2932

6801 W.107th St., Suite 105,
Overland Park, KS 66212

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About US
DW Creative Marketing’s purpose is simple:  Helping small to medium sized clients save money on advertising without sacrificing results. After a decade of media sales, we knew something was off: why was the advertising being blamed or even praised for success or failure of “results.” Of course, most businesses pin a sales objective to their advertising efforts. This is much too simplistic.

What qualifies us? We’ve handled over $20 million in advertising and have managed, bought, negotiated, and tracked half that much in categories ranging from automotive, retail, tourism, service, financial, legal, and on and on. We have a story for virtually every category but the principles are the same. Data and experience has given us not only science to back our findings, but an intuitive and questioning attitude.