by Chrissy Biello
The Altom family has been a driving force in the Huntsville business community. Karen and Wes Altom, alongside their son Marshall, have dedicated their careers to helping local businesses thrive through their expertise in marketing and advertising. As the owners of Postcards Magazine and seasoned marketing consultants, they have played a crucial role in helping countless businesses in Huntsville and the surrounding areas grow their brands and navigate the complex landscape of modern marketing.
In this landscape, a robust and strategic marketing plan is essential for businesses to stand out. Olivia and I recently had the opportunity to gain valuable insights on this topic at a Lunch and Learn event hosted by the Huntsville Chamber of Commerce, where the Altom family were the featured presenters.
The event kicked off with an introduction by John Fletcher, a business advisor for the Sam Houston State University Small Business Development Center (SBDC) in Huntsville. Speaking primarily to small business owners in the room, he shed light on the SBDC’s mission to support current and future businesses in their growth and success. It was eye-opening to learn more about the SBDC’s role in our community and how it helps maintain the unique character of Huntsville.
When the Altoms took the floor, they began by explaining fundamental marketing concepts: brand and targeted response. They described a brand as the feeling you want consumers to associate with your product and company. Targeted response, they explained, is the specific action you are aiming for – whether it’s a click, a call, or a sale.
One of their most striking points was the “marketing rule of 7.” This concept, which originated in the 1930s, suggested that consumers needed to see a brand 7 times before making a purchase. However, the Altoms revealed how an ever-changing market and evolving technology affected this prospect. In the 1970s, the average consumer was exposed to 500-1600 advertisements. In 2024, this figure has shot up to 6,000-10,000 advertisements a day.
Next, they spoke on the intricacies of Search Engine Optimization (SEO) and Search Engine Marketing (SEM), explaining the two types of SEO: local and organic. Local SEO focuses on improving visibility on platforms like Google, stressing the importance of regularly updating and engaging with your Google Business profile. Organic SEO, on the other hand, deals with on-site factors and content that help grow the website itself.
They also broke down the hierarchy of search results, with SEM (ads) at the top, followed by local results, and then organic results. An interesting tidbit they shared was that while appearing in SEM costs nothing upfront, businesses pay per click – a tactic some competitors use against each other!
The Altoms then discussed various types of ads, highlighting programmatic displays as the most popular due to their simplicity, cost-effectiveness, and visual appeal. They reminded us that seeing ads is not the end of the consumer journey; people will also look at reviews, illustrating the interconnected nature of digital marketing.
While it is essential to be mindful of digital marketing, the Altoms pointed out that having mixed media is needed to be all encompassing in the business world.
Today, as we constantly check our phones and scroll through feeds, businesses need to find clever ways to grab our attention and become the brands we remember and choose in our daily lives. The Altoms, with their years of experience and deep understanding of both traditional and digital marketing, continue to be an invaluable resource for businesses looking to thrive in today’s competitive landscape.
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