June 22, 2024 The Best Source of News, Culture, Lifestyle for Culver City, Mar Vista, Del Rey, Palms and West Los Angeles

The “X Factorâ€

Adam Bierman, chief operating officer and CEO Justin Urbas of XTS Global

Relentless change is now the norm. The old ways no longer work – and probably haven’t for a while now. The economy has gone to hell.

In order to be among the winners a year from now, you need to reinvent yourself – starting today.

XTS Global is a marketing and public relations company that has invented its own niche, bridging the gap between old and new media.

In the olden days, according to Adam Bierman, chief operating officer of XTS Global, companies spent a lot of money with ad agencies who came up with clever campaigns. These campaigns were judged by their creativity and not by the hard results they delivered to the client.

“Companies can’t continue to spend marketing dollars on campaigns that yield no measurable results,†says Bierman.

In the glory days of traditional media, there was no way to know whether the creative campaign actually helped produce sales.

It’s this gap that XTS fills.

XTS does all the same strategizing, the branding and the creative as the traditional agencies. But then XTS grabs hold of a company’s message and translates it into an action plan that XTS then oversees for a client.

“Everything starts with perception,†says XTS CEO Justin Urbas. “But it ends with execution.â€

XTS Global employs direct marketing, social media, new media, publicity and other tools that will draw attention to a client’s brand and products – services that a traditional advertising agency typically can’t or won’t provide.

Today’s customer relationship management (CRM) tools, coupled with the daily tracking internet campaigns allow, make it easy to tell which campaigns are having the most success. Armed with this intelligence, XTS can make adjustments to a client’s campaign.

“You can’t just spend to reach tons and tons of eyeballs,†says Urbas. “You need to reach the right eyeballs, and in a cost-effective manner.â€

“It’s not enough just to have the best product,†adds Bierman. “It’s all about promoting that product in the right manner to the right people.â€

The goal, as always, is to get people to buy your product. And once they do, they will talk about it. And in the world of marketing, nothing beats word-of-mouth advertising. But they need to buy your product first.

The perfect client for XTS is a company with a new idea or product that’s ready to launch – or a company that has an established product but feels “stuck.†The whiz kids at XTS won’t allow a client to stay stuck for long; they practically crackle with entrepreneurial energy.

“We don’t fill out RFPs (request for proposals),†notes Bierman. “We jump into the car and meet to see if there is a fit. We work with clients who want to aggressively pursue market share and if they are serious we feel like there is no one better suited to help.â€

XTS did exactly that the other day when the City of Palm Springs called to inquire about a new campaign to revitalize the appeal of that city as a travel destination. Bierman just got in his car, drove out to Palm Springs – and returned with the account.

Traditional media is not completely ineffective, according to these mavericks. Lots of eyeballs are still attracted to print; many still watch TV or listen to the radio. Traditional media is important, XTS believes, because it promotes brands to a crowd that otherwise may not have become aware of a company’s product or service.

“But anyone in business today has to have an Internet strategy,†says Urbas. Online marketing is less expensive than traditional advertising, extremely targeted, and easily measured.â€

 â€œRight now, there are so many great media deals both online and offline that can be made,†states Bierman. “You can be twice as aggressive for half the price.â€

“If all your competitors are scared and pulling back, right now is the time to get out ahead of the pack,†he adds. “This economy is ripe for gaining market share, like perhaps never before.â€

For more information about XTS Global, visit www.XTSglobal.com

in News
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