Archive for December, 2011
James Malinchak find creative marketing inspiration
A marketing strategy can either make or break your business. As you know, there are many different aspects to a good marketing strategy. You may be wondering which marketing strategy is right for you. Also, how do you know which marketing strategy really works? The best marketing strategy is the one that gains profits. In this article, we will discuss the various aspects of a great market strategy.
The first marketing strategy you should look into is your website. Make sure your web design is eye catching and easy to maneuver. A marketing strategy you can add to this is to have attractive pictures or illustrations that get your customers attention. This is always an important marketing strategy.
A second marketing strategy is to promote you product. Any marketing strategy will tell you to get yourself noticed. Different aspects of this marketing strategy are to send out flyers, business cards, post cards, etc.
A third marketing strategy is to use an autoresponder. This automated form of a marketing strategy is commonly used. Using an autoresponder to send out advertisements of your product is fast and convenient. Everything is done by email.
Another marketing strategy is to use a slogan or logo. This is a great marketing strategy because it is a way for people to easily remember your business. If they remember or recognize you, they are likely to use your website.
Another powerful marketing strategy is to use an SEO (search engine optimization). Using this will attract more people to your sight. This is because when they do a search for a particular service or product, the SEO will make sure your site is listed at the top of the search results.
A very important marketing strategy is to have a great price for your products or services. This marketing strategy is an absolute must. If your prices are not great, you will never have any business. Try to show people why your prices are so great to entice them to make a purchase.
Finally, the last marketing strategy is to have good public relations. With good public relations, your business will prosper through word of mouth. Allow customers to submit feedback of your business. Place positive feedback and testimonials on your website. It makes your business look good and customers tend to prefer to use businesses that have positive feedback.
As you know you what a marketing strategy that will not leave you with empty pockets. In reality, any marketing strategy is going to cost you a little bit of money. But if you look in the right places and follow some good advice, your marketing strategy should leave you coming out on top.
Jay Moncliff is the founder of http://www.marketing-rentable.com a website specialized on Marketing, resources and articles. This site provides updated information on Marketing. For more info visit his site: Marketing
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Making Sense of Marketing Models
Marketing can be bewildering for busy small business owners who wear many hats and are aiming to figure out the most effective marketing strategies while managing their day-to-day businesses. Daily we are bombarded with marketing messages from all directions-television, radio, SMS, internet and print media. The marketing messages may reach us via solicited or unsolicited (spam) channels.
Research on the internet reveals a multitude of marketing models and techniques, each claiming to be the best and most cost-effective one. There is Telemarketing – Bum Marketing – Niche Marketing — Metaphor Marketing – Guerrilla Marketing – Ambush Marketing – Fusion Marketing and Alliance Marketing to mention a few. Not surprising, more and more people complain about having too much information and choices vs having too little. A working definition of the Marketing Models is provided at the end of this article.
How do you respond to this avalanche of information? Do you feel overwhelmed and do nothing? Or do file the information away for review when you have more time? Maybe that time never comes and you end up not making the decision that could support your business growth.
Marketing Models – What do they have in common?
In its essence marketing models are a contest for your attention or the attention of your potential clients! They simply can be divided into Permission Marketing and Interruption Marketing Models.
Internet marketing pioneer and founder of Permission Marketing, Seth Godin says, “Advertising just doesn’t work as well as it used to – in part because there’s so much of it, in part because people have learned to ignore it, in part because the rise of the Net means that companies can go beyond it…we are entering an era that’s going to change the way almost everything is marketed to almost everybody.” This was in 1999. And while marketing with the rise of the Net has changed, the philosophy of permission marketing is as relevant to small business owners today as it was then.
Mass marketing, based on the Interruption Model, has become less effective because there’s too much going on in our lives for us to enjoy being interrupted anymore. Interruption Marketing, however, is still extremely effective when there is not an overflow of interruptions. No doubt, you have your own thoughts and feeling about having your favorite TV show interrupted several times by an advert or your family dinner by Telemarketing calls, or your email inbox overflowing with spam emails. Is it possible that your potential clients have similar thoughts and feelings about your marketing strategy?
The challenge for marketers, Godin argues, is to persuade consumers to volunteer attention – to “raise their hands — to agree to learn more about a company and its products.” This makes perfect sense. He calls the new model “Permission Marketing” because it is built around permission. Permission marketing, he claims, “turns strangers into friends and friends into loyal customers.”
Readers’ Digest use permission marketing by giving the consumer an opportunity to win prizes in their Sweepstakes in return for the permission to send marketing literature. Another example is your subscription to newsletters.
In the United Kingdom opt-in is required for email marketing, under The Privacy and Electronic Communications (EC Directive) Regulations 2003. This came into force on the 11 December 2003.
Reflect and Act Marketing is a crucial aspect of your business success. If you are like most small business owners you will want to invest your marketing dollar wisely to maximize your marketing results. Permission Marketing is a powerful “be-in-touch, stay-in-touch” targeted relationship building strategy.
To get a better understanding of the effectiveness of your marketing strategies, I invite you to reflect on the following questions:
1. Am I maximizing my marketing opportunities?
2. Do my marketing efforts focus on the segment of the market that is likely to do business with me?
3. Are my marketing strategies based on the Permission Model or the Interruption Model?
4. How do potential clients perceive my marketing strategies? Do they welcome them? Do they create overwhelm?
5. How effective are my current marketing strategies?
6. What is the return on my marketing investment?
7. What is the most effective marketing strategy I can implement today?
To find out how consumers perceive your marketing strategies, I invite you to develop a five question questionnaire to conduct a mail or phone survey of 10-25 potential clients. Awareness is power when combined with effective action.
Marketing Models: Working Definitions
Alliance Marketing: “It’s about developing a well-oiled strategy between companies who are doing business with the same prospects on a daily basis but are not competing with each other. It’s a strategy that leverages each company’s strengths and database for each other while yielding major results at the end of the day.” – Matt Tommey
Ambush Marketing – “A deliberate attempt by a business or brand to associate itself with an event in order to gain some of the benefits associated with being an official sponsor without incurring the costs of sponsorship. – Blah La Word Press
Bum Marketing: Also known as article marketing.
Fusion Marketing: Is tying your marketing efforts in with the effort of others. It is a make-everybody-wealthy marketing tactic known in Japan and by guerrillas worldwide. It is also known as Collaborative Marketing. – Jay Conrad Levinson
Guerrilla Marketing: Is high impact low cost marketing.
Interruption Marketing: as the name indicates that each and every marketing strategy interrupts what potential customers are doing in order to get them to think about the marketing message. – Seth Godin
Metaphor Marketing: Is essentially Brand Marketing.
Niche Marketing: Is concentrating all marketing efforts on a small but specific and well defined segment of the population
Permission Marketing: As the name indicates, consumers need to grant you permission to send messages.
Telemarketing: Is marketing conducted via the medium of the telephone.
copyright©2007 Elisabeth Gortschacher
Authentic Personal Branding expert, MCC and Certified Guerrilla Marketing Coach, Elisabeth partners with entrepreneurs, leaders and professionals internationally to develop and market their distinctive soul-inspired brand. She is affectionately known as the ‘archeologists of the soul’ for her depth, passion and integrity she brings to her work. Elisabeth is the co-founder of the Guerrilla Marketing Universe, and the founder and leader of world leadership day. Visit her at http://www.GuerrillaMarketingUniverse.com
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What a Difference a Decade Makes to Marketing
Imagine that you could continue to market successfully the same way for ten years. Do you like that thought? Well delete that daydream because it just isn’t so. Welcome to marketing 2008. It’s more threatening, more promising and more exciting. Buckle your seatbelt, take your motion sickness pill and be prepared to be amazing. Because that is what you need to compete today.
Still the Same
Of course some things remained the same. Let’s establish our foundation before we venture into the swirl of the Time Tunnel.
The fundamentals are the same. That’s what makes them fundamentals. Marketing is still closely intertwined with selling and the purpose of marketing is to help you sell more. Marketing and selling are both strategies to help you make a profit. In fact marketing was and is a fundamental responsibility running through every function of your business.
“Marketing is so basic that it cannot be considered a separate function. It is the whole business seen from the point of view of its final result, that is, from the client’s point of view.” Peter Drucker
Strange that even though management guru, Peter Drucker, offered that advice more than a decade ago – many organizations ignored his wisdom. That’s why we still see marketing departments and sales departments with little cohesion and cooperation. Why? Perhaps too many marketers see themselves as artists or statisticians while they see sales representatives as slimy. And the sales department labels marketing as a bunch of flakes who don’t know about the real world.
The purpose of marketing is to do one or more of the following three things:
1. Grab attention
2. Demonstrate value
3. Build relationships
The world is still round – or is it now flat? How is the “How” of those fundamentals changing?
Grab Attention Grabbing attention has always been a prime concern for marketers. Your message needed to defeat the noise of all the other marketers.
In 1998, if you had a huge marketing budget, the place to be was TV and the grand dame was the Super Bowl game at $1.3M for a 30 second spot. Of course ad production costs were extra. The top three ads that year were for Tabasco, Pontiac and Doritos. Do you wonder how many Doritos they needed to sell to pay for that ad? Oh yeah, Denver triumphed over Green Bay.
The Super Bowl is still the place for marketers with multimillion dollar budgets costing $2.6M for 30 seconds in 2007. But the holy grail of marketing today might more likely be to appear number one on a Google search. You don’t need millions to triumph.
Demonstrate Value Value was once demonstrated with celebrity endorsements, quality awards and longevity in the business.
Today client testimonials carry more weight than celebrities. Quality awards and certifications are so common that they have become ho-hum. Depending on your industry, a long time in business could be three years. We’re more interested in the results that you achieved for your recent clients. If you want to demonstrate value be sure to offer a free trial or money back guarantee – without the weasel word clauses.
Build Relationships Relationship building is more important today. Prove to your clients why they should buy from you – every time. Brand loyalty was once given blindly to sellers. Loyalty didn’t die. It shifted. Loyalty is now bestowed more on our friends and family which is why client testimonials become more convincing. And why networking is so much more powerful.
Changes and Trends
Some trends have been going on for longer than the past decade – but they are easier to notice now. We realize that both selling and marketing are more science than art. Sales representatives are no longer allowed to wing it. Of course both sales and marketing staff were being well trained by successful companies before 1998. But the integration of these activities is more evident in today’s training and daily activity. Today you are also more likely to see the large corporations training their sales reps with marketing skills and integrating marketing folks into the front lines. To be competitive small and medium business must convert all staff into marketers. And it will take more than a memo!
Technology
Technology in the form of computers, software and mobile devices has had a huge impact on how we market. The tsunami of influence is the Internet which has presented marketers with new challenges and incredible opportunities.
Mobile Devices
The proliferation of cell phones and Blackberries mean that clients expect to reach you anywhere and any time. In order to compete it seems that you need to be more available and respond faster than your competition. Be careful because that mentality can lead to the worship of instant satisfaction which results in more mistakes, distracted professionals and grumpy people. Too many are adapting their process to suit the tool – instead of using tools to improve the process. Warning Will Robinson!
Database Marketing
Use your database. In 1998 small business had access to PC based contact managers including ACT, Maximizer and Goldmine. Today you need to build on those fundamentals with a CRM (client relationship manager) system and integrate your data between your computer, mobile device, email and website forms.
Networking
Building Relationships is critical to buliding your business. Because of our increased emphasis on building relationships networking activity has exploded both offline and online. We see this in the growth of specialized networking groups and events. Business Networking International (BNI) a lead sharing group has over 5,000 chapters in 36 countries. Online enhancements include social networking websites like Facebook, MySpace and Bebo plus the business oriented service Linkedin. For more networking tips visit NetworkingExposed.com.
In 1998 folks were exploring the use of email through internet providers AOL and CompuServe. Coincidently the number one movie of 1998 was “You’ve Got Mail”. Today not having email would be like not having a fax machine in 1998. But today it isn’t enough just to have email. You must have an email address with a professional domain. Using a free email address is acceptable for your personal life – but not for business. If you are still using Yahoo, MSN, Gmail or AOL for business you are looking amateurish – or stuck in 1998.
Websites
My first website launched in 1999 when very few small businesses had websites. In those days you were special if you “had” a website. Websites looked like your printed brochure – hence the name “brochure sites”.
It is no longer remarkable to have a website. In fact you must have a website and it must be remarkable just to compete. It’s as necessary as a phone or business card even if you don’t sell on the Internet. Why? Because clients want to check your site before they call or visit you. Your website needs to grab them, identify what you sell in the first five seconds – or they will leave your website. Then you need to engage them, offer them what they seek, do it quickly and capture their contact information for your database. Today the question is not “Should you have a website?” The question is “How many websites should you have?”
Informing your clients A decade ago the way to train, educate and inform your clients was to hold seminars or mail them a printed newsletter. Both still work but are expensive compared to the new alternatives. Today you might inform them with an opt-in email newsletter, articles and FAQs on your website, posting on your blog, and holding teleseminars and/or webinars.
Today everyone on the Internet can be a publisher via their own websites, blogs, article sites and forums. You need to be out-communicating your competition. You might expect your competition to compete with your message but also watch for damaging exposure from disgruntled clients or employees.
Marketing Research Gathering Market Intelligence is easier for you, your competition and your clients. You might want to reread that last sentence and think about the implications. Take advantage of the opportunity. Using search engines you can learn about your competition and their offerings. Use “Google Alerts” to stay informed of daily mentions on websites, blogs and news sites of your name, your product name, your industry and your competition. If you are not yet receiving these Google Alerts – you might be missing news about what others are saying about you and your industry. Go to Google and register for this free service. Ignorance is no excuse.
Test opinion by visiting groups and forums on major sites such as Google and Yahoo or on industry websites. Conduct polls on your website or hold a survey with SurveyMonkey.
Client Service
Lots of opportunity here. We still seem to be struggling with customer service. Some shine while others annoy. I experienced a good example of good customer service today when I bought a coffee from Starbucks. I ordered my “small regular coffee”. I refuse to speak their language – no ‘tall latté” for me. The staff still smile at me, deliver what I want and thank me as they give me my change. Compare that to the hordes of sales staff that seem to expect you to thank them for giving them your money. And they don’t thank you for your business. So I pay the $1.75 for the Starbucks coffee and feel good because of the friendly service. I don’t get that consistently from Tim Hortons.
Advertising
The traditional mass marketing avenues – print, radio, TV and signage are suffering from a lot of competition from Internet marketing. Take note of how many TV ads attempt to drive viewers to websites. When you are advertising with those traditional media be sure to enquire about how they will support you on the web. Get them to republish your ad or listing on their website with a live link to your website. At a recent presentation I noticed that the front of the lectern not only displayed the name of the facility but their website address as well. Today any marketing you do must be integrated across the delivery channels.
Media Exposure
Don’t give up on the traditional media for your advertising or media exposure. Get and leverage your media exposure. Use Google Alerts to stay on top of breaking news and media opportunities. A decade ago you could fax or mail your news release. Today all editors are reachable by email for “letters to the editor” Use online new release services. PRBuzz.com is a free service. Or register with PRLeads.com to be informed of media needs for experts. There is no excuse for you and your business not to be featured in the media regularly.
eBay
There’s a new sheriff in town. As a marketer you better be aware of the biggest consumer market in the world – eBay. Every day eBay transacts over $100 M. Over 730,000 people earn their primary or secondary income on eBay. It went public in 1998 and this 10 year old has grown. You can’t ignore an elephant that big. It might move into your market or perhaps it already has. This is entirely new territory for marketers – so new that my best advice at this time is to watch it, study it and be prepared to jump on opportunities. When was the last time you searched eBay for your product? Or threats to your product, your market or your clients?
Search Engine Marketing
This is a completely new side to marketing that did not exist a decade ago. If you want your website to be found by people you must rank high in the search engines – specifically Google, Yahoo and MSN. The two approaches are pay-per-click and natural listings. Pay-per-click means that you buy a paid ranking and you pay when someone clicks on your ad. It is a simple way to pay for leads. Or you apply Search Engine Optimization (SEO) to make your website naturally show up high in the search engines.
As you can see it is an exciting time for marketing. There are both new threats and opportunities. Are you reviewing your marketing strategy and tactics to better prepare yourself for the year ahead? Are you equipped to be amazing?
© EZ George Torok is the coauthor of the national bestseller, Secrets of Power Marketing. You can read an excerpt from the book at http://www.PowerMarketing.ca Marketing expert, George Torok is available for speaking engagements and media interviews at 905-335-1997. Get your free copy of “50 Power Marketing Ideas” at http://www.Torok.com
PS: This article was originally published in the January 2008 10th anniversary issue of Enterprise Magazine. George Torok was featured on the cover of that special issue.
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In Part 1, I discussed how traditional marketing is no longer
working the way it used to. This is happening for a variety of
reasons — people have too many mass media choices,
they’re bombarded with way too many marketing messages,
the Internet is adding accountability to advertising, etc.
So if traditional marketing is no longer effective, then how
will you get the word out about your products or services?
What Internet Marketer Seth Godin, author of the book
Permission Marketing, calls permission marketing.
Permission marketing is when your customers give you
permission to market to them. This is opposite from
traditional marketing, also known as interruption marketing
(another term coined by Godin).
Interruption marketing works by interrupting you. Nobody
watches television for the commercials. Nobody flips
through a magazine for the ads. But that’s how interruption
marketing gets you to buy something.
Permission marketing is completely different. With
permission marketing, customers look forward to hearing
from you. They LIKE receiving information about your
products and services. That’s because they’ve agreed to
enter into a relationship with you. And if permission
marketing is done correctly, you’ll eventually develop a
stronger relationship with your customers than you ever
would have with interruption marketing. (But that doesn’t
mean interruption marketing doesn’t have its place. More on
that later.)
Permission marketing isn’t new. In fact, it’s older than
interruption marketing. Back before there was mass media,
business owners routinely developed long-term
relationships with their customers. And customers expected
to be involved with the selling process from the beginning.
Now, of course, we no longer need to be dependent on
building relationships face-to-face. With the Internet, we
have a whole host of low-cost options available to us, which
makes permission marketing easier now than it was
before.
Here’s how it works. You start by developing something that
your customers find valuable enough to give you permission
to contact them on a regular basis. E-newsletters or e-zines,
which are e-mail newsletters, are popular and so are Web
blogs. Web blogs are like online journals. For a fun sample,
check out http://www.boingboing.net Or Seth Godin has his
own blog — http://www.sethgodin.com
But e-zines and Web blogs aren’t the only things of value
people sign up for — you can offer them classes delivered
via e-mail or tips or contests or points programs or special
offers or whatever your creativity can come up with.
While it is possible to develop a relationship with customers
using only offline techniques (for instance, a printed
newsletter you mail to your customers) it’s less expensive
and more effective to use the Internet. It’s quick and easy for
your customers to sign up via your Web site and it’s cheap
for you to send it out via e-mail.
However, in order to get people to sign up, you first need to
tell them about it. That’s where interruption marketing
comes in. You still need to get the word out about what
you’re offering. Then once they sign up, you can start
building the relationship.
Is this a lot of work? Yes. Is it more work than interruption
marketing? Yes again. But is it more effective than
interruption marketing? It can be. Especially since
interruption marketing isn’t working the way it used to.
I feel that permission marketing favors small business
owners. That’s because permission marketing only works
when customers and businesses form a relationship, and
customers prefer forming relationships with people rather
than entities. Customers want to know the person behind
the business, not just the business itself.
But that doesn’t mean big corporations can’t employ
permission marketing techniques. They just need to get
creative about it. Perhaps developing a spokesperson or a
business “personality” or a forum or group of people.
The important thing is to start thinking about how marketing
is changing and what you can do about it.
(Resource for article: Seth Godin, Permission Marketing)
Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com
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Benefits of Affiliate Marketing For Marketers and Product Owners
Affiliate marketing is derived from Internet marketing. In this program, the ad publisher receives a payment on each customer for any sale done. Affiliate marketing serves as a base for other strategies of Internet marketing where management companies, internal domestic managers and third party sellers are used for search engine marketing, e-mail marketing, display advertising and RRS capturing, so the product launch is successful on the market.
Traffic to the web site is traceable using self-affiliate programs or through any third party. This process surely involves hard work. First, marketing through these means involved spamming, trademark infringement and false advertising. However, since the findings of advance security and complex algorithms, the same is safe for shopping online and doing business.
Through affiliate marketing programs, online merchants find it easy to scrutinize their terms and conditions. Affiliate marketing has become more profitable and opened doors to opportunities facing a stiff market competition.
Benefits:
Affiliate marketing has many benefits to offer its sellers. It provides sellers with a big scope for advertising e-book, software product or any service, cutting down on the marketing costs involved therein. Higher the number of affiliate web sites intended to promote a product, higher is the targeted leads for converting the same into sales. To have a working sales network of people aimed at marketing is the same as affiliate marketing. Here, the commission depends entirely on lead generation.
Benefits to product owners: In affiliate marketing, owners have a great space for promoting their products and services. The market expands when there are more affiliates promoting the product. It is advisable owners do not select associates only for the sake of adding to the strength. Make sure that the Internet site of an affiliate has a connection to the business. If the web site of affiliate marketer fits the product idea, then there are chances that the sales may boost. The web site may attract prospective customers willing to learn about the product.
In affiliate marketing, a number of affiliate marketers promote the products of product owners. This results in more sales in little time. The owner’s Internet site also looks after promoting the product. If the owner’s web site along with that of affiliate marketers caters to customers’ demands, the product attracts more traffic. The web site of affiliate marketers on the Internet directs leads to the owner’s main business site.
Affiliate marketing calls for a tough task of promoting the owner’s product. Affiliates are engaged in this work. Since they work on generating targeted audience to the product, the owner need not invest much effort on the same. This saves both time and money for the owner. All the owner needs to focus on is improving the product quality and putting new products on display.
Through affiliate marketing, owners are able to build a strong customer base in a short time with the help of affiliates. The program creates additional income for them. The marketing banners of their products result in quick sales. As for the affiliates, they need not worry concerning customer support, e-commerce and bookkeeping. It is on the part of the owner to look after these works.
Customers need not attend the owner’s store in person for purchase of a product. They may avail of membership facilities in affiliate marketing programs. This online business has gained popularity ever since the introduction of Internet marketing. Product owners depend largely on this type of marketing for their source of livelihood. Most web site owners actively participate in the program without having to invest many efforts. Simply place an ad on a web site of the affiliates and reap long-term benefits.
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Fashion Marketing Planning
What’s in a fashion marketing campaign?
This article explores the components of a fashion marketing plan and how fashion brands can enhance their marketing strategy. Fashion marketing is concerned with meeting the needs, wants, and demands of your targeted consumer, and these goals are accomplished using the marketing mix.
Fashion marketing is distinct from fashion public relations in that fashion PR is solely concerned with communications and how the brand communicates with and resonates with it’s targeted consumers.
A fashion marketing plan focuses on four essential concepts: 1) product development, 2) distribution management, 3) communications, and 4) cost. In order to implement an effective marketing campaign, the marketing mix must be consumer centric and focused on niche markets rather than catering to mass markets. This concept simply means that the marketing strategy and implementation should have consumers and their needs, wants, and demands in the forefront and with a very defined market that it intends to target.
Niche marketing is more focused and cost-effective and allows the marketer to focus on a particular market segment. Otherwise, a mass marketing campaign is all over the place and lacks a defined consumer to market to.
As an example, imagine if the luxury brand Louis Vuitton was a mass retailer and did not cater to a niche market. Essentially, this would mean that Louis Vuitton would market its products to the masses, when in fact this is unrealistic. Louis Vuittton’s price point does not allow the brand to cater to the masses, which is why the brand channels all of its marketing communications to the luxury market. However, that does not mean that the brand is off limits to consumers who do not exactly fall into the luxury market; it just means that the communications strategy and the brand identity would resonate more with consumers in the luxury market. This approach allows the business to remain competitive and effective in its strategic approach.
Components of a Fashion Marketing Plan
1) Product Development
The most important component of the product development phase is not the product itself. The product is just the byproduct of this phase. The most important component of this phase are the consumers. Consumers dictate all the components of the marketing plan, and consequently, dictates what the product is. Keep in mind that today’s highly competitive global marketplace requires that businesses are consumer centric and focus on serving consumer’s needs. Consumers dictate what the pricing strategy will be, the points of distribution, the communications strategy, and the final product outcome. In the example given above regarding Louis Vuitton, the targeted consumers dictate what the associated cost and value will be for the brand.
There are two orientations of the product development phase. The business can be product-oriented and choose to develop products first then market it to its targeted markets. Alternatively, the business can be more market-oriented and segment its markets first to determine their specific needs, wants, and demands then create the product to meet those wants.
Due to the transient nature of the fashion industry, fashion marketers are under short marketing cycles since product needs are seasonal. As the seasons change so do trends and tastes. Consequently, marketers are required to constantly adjust their product offerings with time.
2) Price: Cost vs Value
The pricing strategy strictly relies on the market segmentation. With a consumer centric marketing focus, the pricing strategy would take into account the associated costs to the consumer and the value afforded to the consumer. Pricing may vary based on the market segment and their perceived value of the product or brand. A consumer buying a luxury brand perceives the product to be more valuable and in turn is willing to pay more for the product compared to a price-sensitive consumer or a product that is mass produced with minimal differentiation.
3) Distribution Management
The distribution strategy determines the convenience and availability of the product. Traditional distribution channels for fashion brands include branded flagship stores, independent retailers, department stores, and online distribution. The more distribution channels used the more intense the brand’s exposure and the greater the availability to consumer markets.
4) Promotions & Communications
The promotional strategy entails how the brand will attract its buyers and the series of activities used to communicate to the targeted consumers. The activities in this phase include developing the brand and its identity, sales promotions, public relations, product placement, advertising, event marketing, and sponsorships.
Fabiola Fleuranvil,
N.Y.L.A. Entertainment Group
Music Promotions | Fashion Marketing | Entertainment PR
Email: Fabiola@NYLAEntertainmentGroup.com
Web: http://www.NYLAEntertainmentGroup.com
Phone: (404) 437-0078
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Embracing The Future – Marketing Yourself, Your Business And Your
Introduction
Many businesses and organisations have a perception that marketing means promotions and advertising. They think being good at marketing is producing a glossy brochure and having an ad on the local radio or television. But marketing is much more than slick promotions and expensive pamphlets. It is about a process and having a clear strategy. It is also about structuring every aspect of your business to include a marketing function.
It is also about understanding marketing strategies, the tools of marketing and the language of marketing. Many people are frightened or are put off by the jargon and concepts put forward by so called marketing experts.
This article attempts to simplify the process. To provide a “how to” of what’s required to develop winning marketing ideas.
Many people also believe they are too busy or don’t have enough time or energy to develop marketing ideas. It doesn’t have to be difficult or complex.
Many great marketing strategies are very simple and straightforward.
In fact, I believe everyone has a great marketing idea inside of him or her just waiting to come out! What’s stopping you from taking the next step?
My goal is to help you overcome any procrastination and provide a framework where your ideas can grow and prosper.
How will I know if I’ve been succesful?
Well if I’ve been entertaining and informative – I’m in the “Edutainment” business. And if I’ve delivered what I call the “Three H’s”.
- HEAD – provided information and knowledge that’s tapped into your head. Some useful piece of new knowledge or information that’s got your brain ticking over.
- HEART – Tapped into your emotions. Moved you in some way. Made you smile, laugh or get excited.
- HIP POCKET – I have yet to find anyone not interested in money. My goal is that in this session you will pick up something – a new idea, contact or concept that will help you make more money.
Why marketing ideas are important?
Ideas, creativity and the ability of turning these into practical strategies will become the hallmark of successful businesses in the new millennium.
Leading organisations will tailor all of their activities around these concepts to create a culture where ideas, innovation and a can-do marketing attitude are fostered.
Truly successful companies are now doing this by building brands and customer loyalty around these names and symbols. It is the brand and the marketing processes around the brand that are the assets of new companies in this information age.
With the huge amount of change happening – businesses and groups that are quick, nimble and have an ideas focus will have the potential to carve out new niches.
They will be marketing and media savvy.
In today’s highly dynamic global business environment, truly successful leaders will know how to harness both marketing ideas and the power of the media.
We are living through some of the largest social and economic changes we’ve ever faced.
We’re in the midst of a great gold rush, the likes of which we haven’t witnessed in a hundred years. Marketing ideas are the gold of the 21st century.
What is marketing?
What does marketing mean to you?
How would you define marketing?
If you believe marketing is about selling or promotions, you’re only partly right. Marketing is much more.
Here is my definition I give to clients, customers and people who attend my presentations and workshops.
Marketing is…
- What you do to ultimately get or keep a customer.
- About positioning.
- About process
- Entering a new paradigm. It means structuring every activity within your business to meet the needs of your customer.
Take a moment to compare your views on marketing with the latest thinking on marketing.
Are you prepared to shift? To see how marketing touches on every aspect of how you interact with customers and how you run and operate your business.
If you’ve been able to shift your focus and change your attitude on marketing its now time to move on and develop your BIG MARKETING IDEA.
Top 10 Reasons Stopping People Achieving their BIG MARKETING IDEA
Many people never achieve their true potential in achieving their goals, dreams and aspirations. From my experience as a broadcaster, manager and marketer here are my Top 10 reasons stopping people from achieving their big marketing idea.
1. Not believing it can be done.
The belief system has to be really strong. You really have to believe you can do it to overcome the hurdles. In 1992, the 500 farmers who started this Co-operative with $5000 must have had a really strong belief system they could make it work.
2. Doing Nothing.
Some people just don’t know what it takes. Instead of starting on a path they do nothing for fear of doing the wrong thing.
3. Don’t think they have an idea or solution to a problem.
Some people keep their ideas and solutions locked up inside them and neither see them or acknowledge them. It often takes an outsider to bring them out. Why not get an outsiders view of the challenge and brainstorm some solutions.
4. Not believing you can make money out of it.
You often hear people moaning about being stuck in a job because it pays the bills or doing something because that’s the way it’s always been done. People are motivated by the need for food and shelter and your need to believe you can make money from your idea or solution.
5. Don’t have time?
Many people are caught up in the rush and “busyness” of today’s life. I’m not suggesting you add more to your life by adding an extra action point, job or task to your “To Do List”. I’m recommending you do less and eliminate something! If you watched one hour less of television per week that would give you 52 hours. What would you do with 52 hours of extra time?
6. Don’t have enough resources?
People often say they need resources – money, infrastructure, computers, printers and the like. But how much money does it take to write an idea down and then communicate it to someone else?
7. Persistence!
You’re likely to come up against a 100 barriers before you succeed. Persistence is vital in breaking through the barriers.
8. Is it practical?
Is the idea or solution practical and does it work? Take the example of NASA in the US. They spent a million dollars developing a ballpoint pen that works in zero gravity! The Russians gave their cosmonauts pencils.
9. Are you afraid?
Many people are afraid of many things – success, failure, rejection or just being different. These fears can become barriers.
10. Not being ready
Many people are aware that what they’re doing is not what they really want to do and creating barriers for others. They recognise the need to change and shift their thinking. They’re just not ready at that moment in time to make the change.
So that’s what’s stopping people from putting in practice their BIG MARKETING IDEA.
What are the success factors for Marketing Yourself, Your Business and Your Co-Operative?
10 Tips on Marketing
In summary here are 10 Tips on marketing.
1. Clarify your mission.
2. Have a plan and set some goals and strategies.
3. Know your strengths and build on these.
4. Identify and talk to your customers.
5. Find out who your competitors are?
6. Put a value on your service.
7. Let people know about your service.
8. Add value to existing services.
9. Differentiate your service from others.
10. Evaluate and review on a regular basis.
Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries.
You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom’s blog at http://www.8mmedia.blogspot.com.
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Local Online Marketing for Small Business.mp4
What IS the Difference Between Marketing and Sales?
There seems to be a never ending argument among marketing and
sales professionals as to what really is the difference between
marketing and sales functions. More often than not, both
business activity terms are used to describe any business
activity that is involved in increasing revenues. For small
businesses, with limited resources, there often is no practical
difference in marketing and sales functions, all revenue
generating activities are typically implemented by the same
personnel.
As a company grows in revenues and number of personnel, it
typically follows a logical business function progression of
“specialization”, a process where the lines between more
generic, departmental descriptions and functions became much
more definitive and associated functional responsibilities
become much more focused. Marketing and sales functions are no
exception.
Marketing and sales functions are diverse yet very
interdependent. Typically “sales” cannot exceed revenue
objectives without an effective marketing planning and support,
and “marketing” directives ultimately becomes useless without
sales to implement the plan.
Like many complex business issues, it is sometimes easier to
define something by what it’s NOT as it is to define it by what
it is. Let’s take a closer look at marketing to better define
what sales is not.
Simply defining “marketing” as the “Four P’s”, product, price,
place and promotion, based on your Marketing 101 class in
college is not practical in today’s global markets. In a
general sense, marketing is more theoretic than sales, focused
on purchase causality and is more prescriptive in purpose than
descriptive. Marketing involves micro and macro market analysis
focused on strategic intentions where sales is driven more by
tactical challenges and customer relations. Let’s take a closer
look at how marketing is truly different from sales:
Marketing responsibilities are distinct from sales in that
marketing:
* Establishes and justifies the company’s best competitive
position within a market
* Initially creates, helps sustain, and rigorously interprets
customer relationships
* Locates and profiles potential markets and key participants
within
* Generates quality sales leads
* Develops effective selling tools
* Formally analyzes and tracks competitor’s business strategies
and tactics
* Defines, prioritizes and justifies new product or service
improvements and developments
* Promotes an explicit company product or service image
* Facilitates information transfer from customers to the rest of
the company
* Simplifies the customer’s product or service procurement
process
A full time Marketing Manager would be responsible for the
following tasks:
New Product Rollouts:
Strategy development, program incentives, timing and media
coverage
Agency Evaluation:
Selection and evaluation of outside marketing contractors
Customer Database Management:
Software selection, training, maintenance of customer contact
Information
Market Research:
Market definition, prioritization, project management, data
gathering
Pricing Analysis:
Pricing as a marketing tool…initiate and analyze competitor’s
pricing practices
Product Audits:
Establishment of a formal means to evaluate competitive
offerings
Public Relations:
Establishment, guidance and coordination of all areas of public
Relations
Trade Shows:
Definition, participation, prioritization and audit for
effectiveness of all trade shows
Product Promotions:
Strategy formulation, program composition, premium definition,
all media coverage
Marketing Communications:
All printed / electronic communication: brochures, catalogs,
price lists, case histories
Media Selection:
Assist in selection and prioritization of all media options:
print, broadcast, multimedia
Internal Communications:
Establish and maintain all inter-company corporate communication
means
International Marketing:
Establish company presence in targeted international markets,
audit for effectiveness
Strategic Planning:
Offer strategic information and alternative insights to
corporate management strategies
Board Meeting Participation:
Communicate and reinforce the company marketing priorities,
strategies and tactics
Corporate Vision Statement:
Proliferate and reinforce the corporate vision throughout the
Organization
Corporate Identity and Image:
Create, maintain, improve and “manage” all corporate images and
symbols
To a “pure” marketer, the marketing role in a company is not
just a business function, but a business philosophy. An
effective marketer truly believes “dominating” their target
market is “owning” their market. The more a marketer can do to
maintain market leadership the more effective they are
perceived within the organization and within the industry.
As customer retention has become more of a business priority in
our intensifying competitive markets, the marketing function
has evolved from influencing potential customers to involving
them the company’s business planning and advancement. Effective
marketing also has blurred the distinction between product and
service and continues to apply more influence on the company’s
sales representation priorities.
In conclusion, marketing and sales functions are deeply rooted
in each other’s purpose and revenue growth intentions. There
are few functional areas in business that relate more to each
other. So the next time you hear someone say the word “sales”,
when the appropriate description would have been “marketing”,
or vise versa, think of this article and choose from any one of
these documented business functions to make your point of
distinction!
About the Author:
Mark Smock is President of http://www.business-buyer-directory.com, the FIRST international business buyer directory of its kind. Business Buyer Directory provides a non-traditional means for proactive business buyers to locate businesses for sale worldwide that meet their exact registered purchase criteria.
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Local Online Marketing for Small Business.mp4
Strategic marketing plans are a must have for your fledgling computer business. With a strategic marketing plan you define a means to accomplish your overall marketing goal.
The most successful businesses have a strategic marketing plan in place and they refer to it often. They use it as a living document and not something that sits on the shelf collecting dust.
When developing your strategic marketing plan your first priority should be how you weight the different marketing activities available. Here is a suggested breakdown for you to consider when developing your strategic marketing plan:
Spend about 50% of your time and money on a combination of marketing through organizations and referral marketing.
Spend about 20% of your time and money on doing things related to speaking and teaching and seminar marketing. This part of your strategic marketing plan includes your solo seminars as well as those that you joint venture with accountants and other niche technology providers.
Third priority in your strategic marketing plan is direct mail. Plan to spend about 20% of your time and money on direct mail. Here, targeting is extremely important. In fact targeting is a factor for consideration with all of the elements in your strategic marketing plan.
The last and smallest facet of your strategic marketing plan should be the marketing activities that tend to work for some and not for others. These are all the other types of marketing activities available from door hangers and telemarketing to targeting specific industries. This part of your strategic marketing plan will include a lot of hit and miss items but you won’t know what works until you actually test it.
Bottom Line on Strategic Marketing Plans
Start thinking about building your strategic marketing plan at the very beginning of your business planning exercises. Your strategic marketing plan will hold you on course as you wind your way through the many different marketing techniques available. If you follow the percentages above, your strategic marketing plan will force you to concentrate on proven marketing strategies and only pursue the most risky alternatives in small amounts.
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Country Cottage on Acreage
In Part 1, I discussed how traditional marketing is no longer
working the way it used to. This is happening for a variety of
reasons — people have too many mass media choices,
they’re bombarded with way too many marketing messages,
the Internet is adding accountability to advertising, etc.
So if traditional marketing is no longer effective, then how
will you get the word out about your products or services?
What Internet Marketer Seth Godin, author of the book
Permission Marketing, calls permission marketing.
Permission marketing is when your customers give you
permission to market to them. This is opposite from
traditional marketing, also known as interruption marketing
(another term coined by Godin).
Interruption marketing works by interrupting you. Nobody
watches television for the commercials. Nobody flips
through a magazine for the ads. But that’s how interruption
marketing gets you to buy something.
Permission marketing is completely different. With
permission marketing, customers look forward to hearing
from you. They LIKE receiving information about your
products and services. That’s because they’ve agreed to
enter into a relationship with you. And if permission
marketing is done correctly, you’ll eventually develop a
stronger relationship with your customers than you ever
would have with interruption marketing. (But that doesn’t
mean interruption marketing doesn’t have its place. More on
that later.)
Permission marketing isn’t new. In fact, it’s older than
interruption marketing. Back before there was mass media,
business owners routinely developed long-term
relationships with their customers. And customers expected
to be involved with the selling process from the beginning.
Now, of course, we no longer need to be dependent on
building relationships face-to-face. With the Internet, we
have a whole host of low-cost options available to us, which
makes permission marketing easier now than it was
before.
Here’s how it works. You start by developing something that
your customers find valuable enough to give you permission
to contact them on a regular basis. E-newsletters or e-zines,
which are e-mail newsletters, are popular and so are Web
blogs. Web blogs are like online journals. For a fun sample,
check out http://www.boingboing.net Or Seth Godin has his
own blog — http://www.sethgodin.com
But e-zines and Web blogs aren’t the only things of value
people sign up for — you can offer them classes delivered
via e-mail or tips or contests or points programs or special
offers or whatever your creativity can come up with.
While it is possible to develop a relationship with customers
using only offline techniques (for instance, a printed
newsletter you mail to your customers) it’s less expensive
and more effective to use the Internet. It’s quick and easy for
your customers to sign up via your Web site and it’s cheap
for you to send it out via e-mail.
However, in order to get people to sign up, you first need to
tell them about it. That’s where interruption marketing
comes in. You still need to get the word out about what
you’re offering. Then once they sign up, you can start
building the relationship.
Is this a lot of work? Yes. Is it more work than interruption
marketing? Yes again. But is it more effective than
interruption marketing? It can be. Especially since
interruption marketing isn’t working the way it used to.
I feel that permission marketing favors small business
owners. That’s because permission marketing only works
when customers and businesses form a relationship, and
customers prefer forming relationships with people rather
than entities. Customers want to know the person behind
the business, not just the business itself.
But that doesn’t mean big corporations can’t employ
permission marketing techniques. They just need to get
creative about it. Perhaps developing a spokesperson or a
business “personality” or a forum or group of people.
The important thing is to start thinking about how marketing
is changing and what you can do about it.
(Resource for article: Seth Godin, Permission Marketing)
Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com