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What You DON’T Do Matters

What You DON’T Do Matters

CVS, one of the nation’s largest drug store chains, announced that starting October 1, it would no longer sell tobacco products. The official reason given for the change is that selling cigarettes is fundamentally incompatible with CVS’s mission to promote health and wellness among its customers, but retail experts say that the fact that Walgreens, one of CVS’s largest competitors, is continuing to sell smokes is attributed to another reason. The decision to not deal in tobacco products could cost CVS upwards of $2 billion, but for that price, they’re gaining a valuable differentiator in a crowded, competitive marketplace.

In other words, an operational choice can have a tremendous marketing benefit. That’s not something discussed often enough, especially in small business circles. We should be talking about how what we decide NOT to do can play an important role in defining our brand identity.

Let’s start with an example from Technology Therapy Group’s own history. We know there are lots of marketing companies out there. Chances are that you’ve called one or two of them in your time. A significant portion of the time, those calls are going to be answered by an automated system, directing you to press 1 for this person, 2 for that one – I’m sure you’re familiar. But you’re not going to get that when you call us during the day. We decided long ago not to invest in the tech-heavy approach in favor of a more personal touch. When you call, you’re going to talk to Theresa,  Courtney,  Nina, or Brianna – not a machine. It’s part of who we are; it’s the way we do things.

Will that single decision convince a business owner who needs a website design or social media management to choose us rather than one of our competitors? Maybe not in and of itself – but it is a factor that illustrates what we’re like to work with, a critical consideration in choosing any marketing agency. In much the same way, the fact that you can’t buy cigarettes at CVS may not be enough to convince someone to shop there – but it could be the critical consideration that, when added to other factors, sways someone’s loyalty away from a drug store that doesn’t support healthy choices to one that does.

Take a look at your operation with this in mind. Is there something you’re doing because all of your competitors are also doing it, even though it doesn’t align with your core values? What can you opt out of that will reinforce your brand identity, strengthen your bond with your customers, and make you stand out in a crowded marketplace?

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office