The Importance of Planning – Don’t Be Thing Driven


Over the years, the DeeterUSA team has worked with clients to make some very snappy brochures. We know how to create an advertisement … print, radio, television … check, check, check. We provide solid and effective recommendations on where to run said ads to maximize impact and minimize expense. Our events staging capabilities are first rate, as are our social media, website development, and graphic identity skills.


Facing a crisis, we can help. Got a big interview scheduled on “World News Now?” We can work with you to develop your key messages and offer media training tips to help you feel more comfortable in the interview situation.


I make these claims not to pound the collective DeeterUSA chest, nor in an effort to drum up more social media work. To the contrary. In fact, the point should be made here and now that we don’t see ourselves as “web guys” or “press release writers” (no offense to web guys and press release writers).


To us, on their own these are all THINGS. No question that when used together in an effective and comprehensive marketing and communications plan they are very important things, yet they are things. And if I could offer one piece of advice to anyone who finds themselves talking to themselves about their business saying “we need a brochure,” it would be DON’T BE THING DRIVEN.


At DeeterUSA we view ourselves as analytical thinkers and creative problem solvers. We work with our clients to provide a fresh perspective and help develop a collective vision for where the client ultimately wants to take their business.


We are information gatherers. We are question askers. And perhaps most importantly, we are listeners. It has often been said that we think of our clients as a tube of toothpaste, yet instead of toothpaste they are filled with knowledge and we try to squeeze as much of this knowledge out of the tube as we can to help develop a very clear understanding of our clients’ wants, needs, and motivations.


We then use the information we gather to develop a comprehensive marketing and communications plan that contains our best recommendations to help move our clients’ business from where they are to where they want to be. The plan is made up of very specific and well-thought-out tactics – often a combination of all of the kinds of THINGS listed above and more.


NOW, with all contained here being understood, please know that if you give us a call asking for our help in creating a brochure, we aren’t going to hang up the phone or chastise you for coming to us requesting a dreaded THING. We welcome your call and get excited about new and fresh opportunities. That said, don’t be surprised if the conversation shifts from one purely about a brochure to one that digs in a little deeper about what you are really hoping to accomplish. You may start feeling like that informational tube of toothpaste, yet we think you’ll find that this type of conversation is helpful and it will pay tremendous dividends as you move from being THING driven to being more analytical and strategic in how you go to market.

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