PROTECTING
YOUR
BUSINESS
WITH
MARKETING
here is a story Christina Ross
likes to tell about the time she
and her staff sat down with a
client to discuss an upcoming
marketing campaign related to
a political office he was running
for. As a firm that works with
myriad companies—from one-man
shops, to multi-location
medical clinics, and everything
in between—this particular
campaign would enable Silver
Frog Marketing to do a little bit
of everything. First up was a
series of TV and radio spots.
And then it happened.
About 10 minutes into the
conversation, the gentleman shared what office he was
running for. Ross, Silver Frog’s president and marketing
director, was a bit taken aback. Was he running for mayor?
No. State representative? No. Congress? No. He wanted to
become the King of the United States.
The Silver Frog adjourned for lunch, had a good laugh,
and moved on to the next client on the list.
While the humor in the story is worth sharing, the moral
of the story is a bit more precise. It involves understanding
September 2021 milkshake 7
GET
REAL
WHEN WE PLAN ANY
MARKETING STRATEGY,
WE ALWAYS START BY
DETERMINING WHO THE
CLIENT’S IDEAL CUSTOMER IS.
ONCE WE KNOW THAT, WE CAN
THINK ABOUT WHERE AND HOW
THOSE PEOPLE CONNECT.”
— CHRISTINA ROSS,
PRESIDENT, SILVER FROG MARKETING