If you are starting a new business or a veteran, it is wise to understand the basics of marketing. Without a marketing plan, you're going to experience a lot of frustration and insequirity. With a marketing plan, you'll have a blueprint that saves you money and insures success.
Victoria Garcia has been in the business of helping small businesss with their marketing for over 24 years. Feel free to contact her with questions if you have any.
www.trinityp3.com
Earlier this year I was invited to guest lecture at the EMBA course at the Sydney Business Sydney Business School, University of Wollongong. The topic title was marketing today and I was interested to know how this group of business executives and tomorrow’s leaders defined marketing.
As Chair of the Australian Marketing Institute, I was surprised at the range of definitions often raised in discussions with members of the institute and the diversity of opinions even on the board.
A Google search of definitions of marketing lead me to this collection of definitions by Heidi Cohen, http://heidicohen.com/marketing-definition/ that are quite comprehensive and I picked through these to identify particular themes on marketing definitions that I used as stimulus for the participants in the EMBA course.
Please don’t get me wrong, I am not suggesting any of these are wrong, I am more interested in the diversity of views on what is the definition of marketing and one that as a profession we are able to rally around if there is any chance to have marketing recognised as a profession in the same way that we recognise lawyers, architects, doctors, accountants and the like.
Perhaps agreement on defining the profession of marketing will be a step in the right direction to answer Mark Ritson’s recent question “Shouldn't an expert in marketing be trained in marketing?”
Here are some of the definitions collated by Heidi Cohen for your consideration. But more importantly I would like to hear your definition by leaving a comment at the bottom. Mine is here too. Right at the end.
www.trinityp3.com
Earlier this year I was invited to guest lecture at the EMBA course at the Sydney Business Sydney Business School, University of Wollongong. The topic title was marketing today and I was interested to know how this group of business executives and tomorrow’s leaders defined marketing.
As Chair of the Australian Marketing Institute, I was surprised at the range of definitions often raised in discussions with members of the institute and the diversity of opinions even on the board.
A Google search of definitions of marketing lead me to this collection of definitions by Heidi Cohen, http://heidicohen.com/marketing-definition/ that are quite comprehensive and I picked through these to identify particular themes on marketing definitions that I used as stimulus for the participants in the EMBA course.
Please don’t get me wrong, I am not suggesting any of these are wrong, I am more interested in the diversity of views on what is the definition of marketing and one that as a profession we are able to rally around if there is any chance to have marketing recognised as a profession in the same way that we recognise lawyers, architects, doctors, accountants and the like.
Perhaps agreement on defining the profession of marketing will be a step in the right direction to answer Mark Ritson’s recent question “Shouldn't an expert in marketing be trained in marketing?”
Here are some of the definitions collated by Heidi Cohen for your consideration. But more importantly I would like to hear your definition by leaving a comment at the bottom. Mine is here too. Right at the end.
Marketing ( system , elements , features )NehaArora216
This presentation gives you an overview about what is meaning markings and system of marketing.
this also include difference between selling and marketing .
marketing system also include direct and indirect method .
elements of marketing mix :
1: product mix
2: price mix
3: promotion mix
4: place mix
This presentation will give you the basics of marketing and that will enhance your skills in marketing with STP and Basics of Marketing Research and 4Ps .
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Consumer Behavior and Marketing ResearchNagendra Babu
Consumer Behavior and Marketing Research
introduction, Factors influencing consumer behaviour, Personality, Psychographics, Family, Society, Values of perception, Attitude and life styles, Different models of consumer behaviour – Economic, Learning, Psychoanalytical, Sociological, Howard Shett, Nicosia, Webster and Wind, Engel, Blackwell and Minard models.
Marketing ( system , elements , features )NehaArora216
This presentation gives you an overview about what is meaning markings and system of marketing.
this also include difference between selling and marketing .
marketing system also include direct and indirect method .
elements of marketing mix :
1: product mix
2: price mix
3: promotion mix
4: place mix
This presentation will give you the basics of marketing and that will enhance your skills in marketing with STP and Basics of Marketing Research and 4Ps .
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Consumer Behavior and Marketing ResearchNagendra Babu
Consumer Behavior and Marketing Research
introduction, Factors influencing consumer behaviour, Personality, Psychographics, Family, Society, Values of perception, Attitude and life styles, Different models of consumer behaviour – Economic, Learning, Psychoanalytical, Sociological, Howard Shett, Nicosia, Webster and Wind, Engel, Blackwell and Minard models.
CHAPTER 2: MARKETING PRINCIPLES AND STRATEGIES
Lesson 1: Relationship Marketing
Lesson 2: Customer Value
Lesson 3: Customer Relationship Development Strategies Lesson 4: Customer Service Strategy in the Philippine Business Enterprise.
Resources: Principles of Marketing of Dr. Serrano.
CHAPTER 1: MARKETING PRINCIPLES AND STRATEGIES
Lesson 1: Marketing and its Traditional Approaches
Lesson 2: Goals of Marketing
Lesson 3: Contemporary Approaches to Marketing
Credits: Principles of Marketing of Dr. Serrano- K-12
Inside this guide, you'll learn an insiders tips and techniques to getting into the marketing industry - no job applications necessary.
You'll learn what marketing really is, why you'll find a job easily, what entry level marketing jobs look like and four actionable things you can try right now to help get you into the marketing industry.
Visit Inbound.org and the Inbound.org/jobs community jobs board to find opportunities and connect with professional marketers from all over.
Smart Marketing Planning: 10 Steps to Promoting Your Small Business Like a ProMarketing Impressions
If you don't plan your marketing, what will happen? Nothing. Plan your work. Work your plan. All marketing is experimental and risky, Reduce the risk with a marketing plan. It will save you money and time. It will help to ensure your success. Follow these basic steps!
Used this marketing presentation while teaching a Business Canvas Model Workshop. Looking at the difference between branding and marketing. The changing nature of branding and the basics of sales.
The Green Bay Area Chamber of Commerce sponsored this session for area business owners and leaders. The session was facilited by Tim McAdow, Director of Marketing and Communication for Integrity Insurance; Tom Clifford, Director of Digital Development at HC Miller, Susan Finco, Owner and President of Leonard & Finco Public Relations; Patrick Hopkins, President of Imaginasium; Robert Jahnke, President of Top Hat Marketing; Diane Roundy, Director of Business Development for Schenck SC
An outline put together or the really useful things that I would love to have known right at the start of my business journey. So here they are for you.
A short presentation on sales extracted from a very good and useful book "The Psychology of Selling" written by famous guru Brian Tracy.
Will upload more from this book in due course for the readers.
£100 Start Up Ideas Vince Stanzione Millionaire Dropout London December 2015Vince Stanzione
http://www.themillionairedropout.com Slides used by New York Times Bestselling author Vince Stanzione. Millionaire Dropout Fire Your boss do what you love and reclaim your life.
Confusing movement with progress is pretty common in business – with people often running around like headless chickens. But it’s not about how busy you are, it’s about effectiveness: trying to avoid all the timewasting trivia and focusing on the important stuff.
A lion sleeps for over 18 hours day, and yet is still the undisputed king of the beasts. It is the master of minimal effort, maximum return. This is at the heart of the Sleeping Lion approach. For over 12 years, I have been advising companies on how to simplify and improve sales, marketing and business development – through consultancy, workshops and facilitation.
There are a range of tools and exercises available here that draw together Branding, Customer Loyalty, Marketing, Sales, People Development, Productivity, Idea Generation and Business Ethics – everything you need to focus and align your product, people and communication strategies. If you require help with any of these, I can run bespoke training sessions.
Houston Inventors Association - Branding Guidelines TrainingJJ Lassberg
Our success is a direct result of knowing how to market a brand and having the right people representing the brand. Greg Norman “The Great White Shark”
Branding Guidelines: Top 10 Tips to Gain the Competitive Edge
Content drives the web. Content shows you know your subject. Content converts visitors to buyers. Is your content on your website, in blog posts and articles... Findable? Readable? Understandable? Actionable? Sharable?
We're going to tell you how to write great content (even if you're not a good writer or creative), where to find content ideas, and what to do with the content you produce.
Not all content is writing either, there are other formats you might like.
As you've seen, we don't mess around and we don't waste your time. This into is hard-core, specific and easy to put into action. So, if you view producing content as a high school writing assignment, this is for you!
Don\'t like selling? This is your ticket. Learn the 4 rules of Personal /Branding and get your potential customers to arrive on your doorstep pre-sold!
Writing a website used to be so easy. You just plowed into it like it was a brochure. As if you ever knew how to write a brochure. shock
That was 15 minutes ago. Now you are writing for 2 readers...the visitor and the search engines. Add on top of that its advertising. We all know how mysterious advertising copywriting is. Its a minefield!!!
How many websites do you read in a day? How many of them can you remember? Ha! Got ya! There are definate Do's and Don't's. You better stay away from advertising cliches. You better know what your customer's "point of entry is," and I don't mean your home page. What are advertising cliches?
You CAN live throught this economic downturn if you know what to do. Follow these tips to a better tomorrow.
Vicki Garcia has been in business for over 24 years helping small businesses survive, grow and thrive. If you want support, call me.
Marketing Impressions is a 23 year old marketing, PR, graphic design and website design/marketing company working with small and medium size businesses. We have assisted hundreds of different kinds of businesses and professionals to brand themselves and grow.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
Website Link :
https://skyeresidences.com/
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Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
The Parable of the Pipeline a book every new businessman or business student ...
Basic Marketing 101
1.
2. Step 1 Create a Marketing Plan “If you don’t know where you’re going, you’ll end up someplace else.” – Yogi Berra
3. Step 2 Take Stock of Your Strengths & Weaknesses “Progress is not made of doing one thing 100% right, but by doing 10 things 10% better.”
4. Step 3 Set Your Goals “Aim High! It’s no harder on your gun to shoot the feathers off an eagle, than to shoot the fur off a skunk.” – Troy Moore
5. Step 4 Check Out Your Competitors “Never interrupt your enemy when he is making a mistake.” Napoleon Bonaparte
6. Step 5 Target Your Market “USA Today has come out with a new survey. Apparently three out of every four people make up 75% of the population.” - David Letterman
22. Step 8 Branding Pre-Selling & Spin Doctoring If you can’t get rid of the skeleton in your closet, you’d best teach it to dance.” – George Bernard Shaw
23. Step 8 Sales is Convincing, Overcoming Objections, Getting a Check
WHY DOES MARKETING INTIMIDATE SO MANY BUSINESS OWNERS? Write on Board: Name/phone, etc. ½ hour free consult Selling Services is a Popularity Contest! Perception is Reality! You Can’t Break Through the Clutter w/more Clutter! Fake It ‘Till You Make It! How do you feel about marketing?
One of the cornerstones of sales generating copy is your unique selling proposition. The thing that sets you, your product or services, or your business apart from every other company in a favorable way. It is also sometimes called the competitive advantage. Fed Ex: When it absolutely, positively has to get there overnight. More than just a slogan, it conveys the idea that no other company, product or service compares. Highlight a feature or benefit that only your product or service contains.
We have moved from a “selling” world to a “buying” world.
When you go to the grocery store, looking to buy bleach, what are you most likely to buy? Why? There’s nobody in the isle saying “buy the Clorox.”
The market is cynical. People don’t want to be sold anything. They want to find it and then make the decision to buy. They want the comfort and reassurance of knowing in advance that it is safe to buy.
Brands are build visually. When you see something everywhere, the human response is to believe that it is best.
Visibility builds credibility (trust). Visibility is more important than ability . All things equal, the more visible competitor wins.
The “power of personality.” Smiling, which is the cheapest marketing tool available to you, and making your customers feel appreciated, will generate more brand loyalty than any expensive advertising any day.. Understanding what you are really selling. Confidence. People value – and pay more for- the way you make them feel. People buy feelings.” You are the company. You are The Christmas Light Pros. Everything you say and do brands the company. The way you dress, the look of your vehicles, your follow up (little things count).
Metrics – Ask your customers Obtain stats from your web host Look at stats for key word campaign Add a squeeze page to your website Add a subdomain to your ads or materials Use 1-800 numbers for each ad Use “Ask for” for each ad
Your Company Logo Two Essential Elements Never use clip art or generic shapes such as pyramids, squares and other common bits of art. A logo is a SYMBOL that reinforces your identity. Logos are more easily remembered than written language, so they increase your memorability and recognizability. A unique logo, designed for your company and properly used consistently will become your greatest ASSET. Use it on all your branding - Your Personal Branding Brochure, your Personal Branding Postcard, your Personal Branding Letterhead, and your Personal Branding Website. If you were to sell your business tomorrow, would your logo be an asset? Would someone want to buy it? FILL IN THE BLANK A slogan is a positioning statement
samples
Your job is to control perception. You do that with a Brochure. Decide in Advance what you want the brochure to do. A Brochure is a tool created to attract clients, establish your position in front of a target audience, and develop your image. BAD BROCHURES ARE WORSE THAN NO BROCHURES AT ALL Must Be: Professional High Quality - Spend the MAXIMUM you can afford on your brochure This means hiring the professionals if you can afford it Make You Look Successful Create A Warm Relationship With The Reader Brochures are not mailers!
12-06 Tell a story Start with the cover (photo and headline) Relate to your customers problem Explain how you can help solve the problem Explain your company (remember though this is about them not you) Use professional photos Get Personal PERSONALITY sells. Don’t use statistics. Don’t ask for trust. Don’t stress credentials.
12-06 There are different kinds of copy for different kinds of materials, but the basic rules apply Keep it SHORT . The more you write, the less will be read. Write in the THIRD person, objective point of view. Start on the LEFT panel letting your reader know you understand their concerns. Follow with how you can HELP them. Write in the FIRST person in “quotes.” Don’t brag. NEVER CRITICIZE other people. Always be positive. Use BULLETS sparingly. Write in text paragraphs. Use strong HEADLINES and sub-headlines. NEVER put prices in a brochure Use TESTIMONIALS to build trust. MAKE TESTIMONIALS SAY THE THINGS YOU CAN’T
12-06 Body Text – No more than 18 words in a sentence. No academic writing No more than 10 words in italics Use rhythm & punchy sentences Keep it short Write from 3 rd person perspective Start left and start with empathy for the problem Explain how you can help – don’t brag Don’t criticize others e.g. the competition Use strong headlines and sub-headlines Don’t include pricing Use testimonials to say what you can’t Remember your Target Remember your positioning and comp. adv. Stress benefits not features Use active verbs Write short punchy sentences Use offers that sell (act now, free trial, why wait) Tell the reader what to do (call, fax, email or web) Tout your name (at the bottom not top)
12-06 The Z path – Using focal points to guide the reader’s eye. Use optical weight Upper left quadrant is the “sweet spot” Larger objects have longer recall Dark objects register stronger than light Color over black and white White space works Squares, triangles, ovals, circles, cubes register stronger than rectangles
12-06
Don’t mix too many fonts Don’t make everything the same size Don’t stack things down the center Use bolds, italics, scripts in small doses All caps are hard to read A border can help it look pulled together
12-06
If you can’t track it…don’t do it. Or, make it trackable Television Advertising (Broadcast) Pro’s If you can afford television advertising, you stand to benefit more than using any other form of media. · Reach a large demographic audience. · Lends a degree of credibility. · You can establish a specific image more easily. . It allows for much more creativity. · You can establish your presence or introduce a new product very quickly.
12-06 · Viral Marketing (or word of mouth marketing): There are several ways to launch a viral marketing campaign, including an online newsletter, online discounts or even e-cards from your Web site . · Visibility: Free samples or free service demonstrations can also start a viral marketing campaign, especially with a unique or new product. · Awards: Create an award and present it to someone who is notable to your demographic group and has some connection with your industry. · Barter: Make deals with other small business owners to display one another’s products, advertise on one another’s Web sites, and so on. · High-Profile Individuals: Send, or give, your product to people with high visibility in hopes that they will wear it, carry it or eat it in view of other people and/or the media. · Groups: Start a discussion group, seminar series, book club, wine tasting club or other type of group that can meet to talk about your products or services. · Business Gatherings: Hand business cards and/or press kits out at trade shows, industry events and other gatherings. · Speaking Engagements: Offer to be a speaker at seminars, conferences and other functions. You can even teach a class. PR tools include: News releases Feature stories and interviews Position yourself an expert in your category and make this known to the print and broadcast media editors Write opinion pieces and send to print editors Speeches or appearances at seminars, conventions, etc. Local or national talk shows and other programs Community involvement and volunteering
12-06 News is not an ad in disguise, must be of interest to reader. News is what the editor says it is, not what you hope it is. Tie your message to a current and central pervasive event. How your product or service offers a solution to a current problem or dillema If you will give me your business card, I will email you a sample press release that will tell you how to write a press release.
12-06 More and more small businesses are finding it essential that they market their products and services online. Customers are increasingly turning to the Web to research companies, compare product features and prices, and to purchase online. A company that does not take advantage of the Web and email to market their business can lose valuable customers. It has never been easier or more cost-effective to market online. There are numerous Web sites, consultants, software packages, and other tools to help you implement a successful online presence. Here are 10 key steps to successfully marketing your business online: 1. Obtain a Good Domain Name. Before you establish a Web site for your business, you need a domain name. A domain name is the internet address that allows computer users to find your Web site , such as www.Microsoft.com or www.BananaRepublic.com. Good domain names are difficult to obtain, as millions have already been purchased over the years. The most common domain names end in ".com" or ".net" and are seen as the most desirable. It's easy to check whether a domain name is available. For example, Yahoo.com has a domain name service check and you can do a check in under a minute. The cost on Yahoo to purchase a domain name is under $10. A few key tips on domain names: · Make sure the domain name hasn't been trademarked by someone else (check www.uspto.gov); · Make sure it's easy to spell; · Make the name easy to remember. But simpler and descriptive may be better — you don't have to come up with something as catchy as "Google" — and non-descriptive names require more branding effort. 2. Build a Professional Looking Web Site . Your Web site is a reflection of your business. People who come to your Web site can be impressed or turned off by the professionalism of your site. There are several approaches to building a Web site. First, there are plenty of sites (including Yahoo ) that will give you templates for a site either for free or very cheaply. Second, there are professional site building consultants who will custom-build a site for you. (But see our Checklist of Issues for Web Site Development Contracts to see what you need to do to negotiate a contract with such a consultant). And, third, there are multiple software packages available to help you build your own site. 3. Make Your Web Site Easy to Navigate and Make it Easy to Find What You Are Trying to Sell . Don't get caught up in trying to come up with dazzling flash and color for your site. The key to a good site is to make sure the viewers can easily find what they are looking for. This means a clear navigation bar and a good "search" box. Take a look at some of the great sites out there, and sites from competitors. That can help you plan how your site should be designed. 4. Build up Your Email List. One of the best and cheapest ways to sell online is through email marketing. It's a great way to communicate with customers and prospective customers. So it is very valuable to collect email addresses from visitors to your Web site. Offer them something worthwhile for their email address—such as a discount or a free newsletter. Make it easy to get someone's email address, but also be sure that you have set forth a Privacy Policy on your site describing how you will use any personal information. And be sure you are up-to-date on the laws affecting email marketing , such as the CAN-SPAM Act. 5. Send Periodic Email Newsletters . Email newsletters can prove to be effective communication tools for existing customers, prospective customers, and other key audiences. What are the hallmarks of effective email newsletter programs? Here are 6 tips: · Keep it reasonably short. Nobody wants to read lengthy emails. · Make it well designed and visually interesting. Include photos and graphics. Provide multiple links back to your Web site . · Make it look professional. Don't have typos, a sloppy look, or broken links. · Include an easy way for the viewer to contact you and to unsubscribe from your email list. · Constantly test and track how your newsletters are doing.
12-06 2. Build a Professional Looking Web Site . Your Web site is a reflection of your business. People who come to your Web site can be impressed or turned off by the professionalism of your site. There are several approaches to building a Web site. First, there are plenty of sites (including Yahoo ) that will give you templates for a site either for free or very cheaply. Second, there are professional site building consultants who will custom-build a site for you. (But see our Checklist of Issues for Web Site Development Contracts to see what you need to do to negotiate a contract with such a consultant). And, third, there are multiple software packages available to help you build your own site. 3. Make Your Web Site Easy to Navigate and Make it Easy to Find What You Are Trying to Sell . Don't get caught up in trying to come up with dazzling flash and color for your site. The key to a good site is to make sure the viewers can easily find what they are looking for. This means a clear navigation bar and a good "search" box. Take a look at some of the great sites out there, and sites from competitors. That can help you plan how your site should be designed. 4. Make sure the search engines can find you. Professional SEO is critical. Minimal flash, no names in graphics 4. Build up Your Email List. One of the best and cheapest ways to sell online is through email marketing. It's a great way to communicate with customers and prospective customers. So it is very valuable to collect email addresses from visitors to your Web site. Offer them something worthwhile for their email address—such as a discount or a free newsletter. Make it easy to get someone's email address, but also be sure that you have set forth a Privacy Policy on your site describing how you will use any personal information. And be sure you are up-to-date on the laws affecting email marketing , such as the CAN-SPAM Act. 5. Send Periodic Email Newsletters . Email newsletters can prove to be effective communication tools for existing customers, prospective customers, and other key audiences. What are the hallmarks of effective email newsletter programs? Here are 6 tips: · Keep it reasonably short. Nobody wants to read lengthy emails. · Make it well designed and visually interesting. Include photos and graphics. Provide multiple links back to your Web site . · Make it look professional. Don't have typos, a sloppy look, or broken links. · Include an easy way for the viewer to contact you and to unsubscribe from your email list. · Constantly test and track how your newsletters are doing.