Angela Smith, marketing manager at Avistar Communications, is a believer in sending a strong, clear marketing message — even when you have to say it multiple times.

“I believe in this strategy because in today’s world, you really have to repeat your message to make an impression,” says Smith. “Consider the number of different technology devices we have: BlackBerries, IM, blogs, email, Facebook, Twitter — we’re so bombarded with information that if you don’t hear something several times, it doesn’t get through.”

Avistar is one of the many Proven Systems clients that use eFliers to complement eNewsletters, creating an effective strategic communication platform. Avistar’s eNewsletter list includes product distributors, resellers and even users. The eNewsletter is crafted to provide a broad base of information that’s useful to all readers.

eFliers, however, are very targeted, says Smith: “Our eFliers communicate immediate news or announcements with shorter lead times to selected groups within our larger audience.”

eFliers also give Avistar’s readers an additional point of communication between newsletter issues.

Increasing the value
Smith sees value in having her readers receive information in more than one format. She approaches her marketing by analyzing her own habits. Based on her personal behavior, she understands that if readers miss an eFlier, they can still get information about the topic when they receive the eNewsletter — or vice versa.

She adds: “I know that I might need to see a message four or five times before I decide I need to pay attention to it. I think with our readers, by the third or fourth time they see something, they decide ‘I don’t need to read that’ or ‘I REALLY need to read that.'”

Staying agile
Because Smith wears various hats in her role with Avistar, she relies on her outsource vendors to help her balance all the different pieces of her strategy.

“Working this way completely frees me up to focus. I know that my To Do list is being well taken care of, my deadlines are being met, and the professionalism and expertise are there.”

Smith especially appreciates being able to hand off more complex projects, such as her eNewsletter, with confidence.

“To be able to delegate a project like this to the experts is value in itself. I work for a midsize business. Most small to midsized businesses now have very few in-house resources, so in my job I really rely on my outsource vendors.”

Smith also says that with vendors such as Proven Systems, having access to expert advice is a bonus: “When you’re working with an expert, you can get clear recommendations for how to accomplish a particular goal.”
With the ability to access independent experts and create a flexible, focused strategy, Smith believes her company can be more innovative than larger companies that get bogged down in red tape.

“Today, I believe that small to midsize independent businesses are really what make the world go around. Without them, we wouldn’t have the kind of free-flowing innovation that defines our country. Having the ability to get projects turned around quickly makes my company agile and gives us the ability to innovate and excel at what we do best.”