THE MARKETING FORUM

Is Your Marketing Communications Budget Adequate?

2012-02-05T16:12:00.000-08:00

How do you decide on how much budget you need each year to fulfill the marketing communications tactics that coincide with your company's marketing plan? Well, the typical approach is to list the tactics and then list the total cost. Then management looks at the total cost and says to cut somewhere. But where do you cut? While this is not the optimal way to create a marketing communications budget, sad to say, it is how most companies handle this task.

A better way is to develop a marketing communications plan in conjunction with the marketing plan to ensure that the marketing goals and objectives are fully being supported. The marcom plan should also outline the key messages, branding messaging, and overall corporate image that the company wants to project. So, first of all, budget, then create your message and then issue your list of tactics.

Many companies use a percentage of sales approach. Consult your industry's trade association to see if they have any research data available as to an average marketing communications budget. It typically will be represented as a percentage of sales. While this is a standard approach, you also need to consider where your products are in their life cycle. Are they mature? Is there a new competitor entering the playing field? Are you repositioning your product to grow market share? Is your industry growing or shrinking? So, are you planning to move that product into other markets?

So, what should be included in the marcom budget? Strictly any promotional and advertising expenses. Your marcom budget should not include the salaries of the staff, travel expenses or other overhead expenses. The marcom budget should strictly include all of the expenses to get a marcom project completed including design, printing, digital media, etc. But, printing the company's letterhead and stationery should not be included.

If you are severely underfunding your marketing communications efforts, specifically compared to your competitors, then you need to decide if you are really serious about making your company successful.

Why You Should Use Twitter to Promote Your Business

2012-01-29T05:00:00.000-08:00

Almost everyone has heard of Twitter. You know, the micro-blogging service where you send a 140-character message to people who are following you. So, why would you want to use such a site to promote your company, your message, or your expertise? Well, it's an easy way to interact with customers and prospective customers in a fast, concise manner. You can use it for many different purposes such as:

Promoting your brand
Interacting with your customers
Tracking what people are saying about your company or your products.
Hear what people are saying about your competition.
Create a buzz about a trade show or other corporate events.
Promote your blog content, webinars or podcasts you produce.
Generate leads and interest in your company or products.

So, how do you get started with this technology? It's really easy. Here are a few easy steps:

Set up a company account. This is a good way to represent your company to your customers base. You can give real-time updates about your company activities, offer customer, service and technical support. You can also set up multiple employee accounts. For example, you may want an account for investor relations if your company is public, a separate customer service account, or even product-specific accounts. But, make sure the employees who are responsible for updating these accounts, use common sense in what they post. You do need to create some corporate guidelines as to who can post and what they can post, especially if you are a public company or have Regulatory requirement. Log on to Twitter. Decide your username. If you are creating a corporate account, you an abbreviation of your company name. If you are setting up a personal or individual account, use your real name or use a combination of the company and personal name.

Set up your profile. Now that your Twitter account has been opened, you can start personalizing it. Click on Edit your Profile and upload a photo. Rather than just a company logo, it's always best to show a picture of a real live person. People like to put a face to the name. Add your location such as city and state. Add a link to your company website, blog, or LinkedIn profile. Just another way for people to find out more about your company. Add a short description of your company. Think "elevator pitch". Keep it short and sweet and to the point but descriptive enough so that your followers will know who you are. You also have the option to protect your tweets. But, why be on Twitter if your tweets are protected. That means that only your followers can see your updates. Many people will not follow people who have protected tweets.

Upload a background to make your Twitter page more esthetically pleasing. You most likely already have some artwork in-house that you can use. it's always good to add additional information such as your website, blog, Facebook or LinkedIn URLs. Make sure your background is professional looking. After all, Twitter is like any other promotional piece that you would produce. Make sure it complements your current branding. You'll want to make sure your company logo is shown on the background. It's better to use one image rather than tile the background. And use the left hand side of the background image for your important information.

Now that your account is all set up, just start tweeting. What do you want to share about your company? If you have a blog, it's easy to post a link to an article on your blog. Are you attending an event? Tweet about that. You can also retweet or post someone else's content if the information is relative to your followers. You can even post a link to a "how to" video. The possibilities are limitless. You'll feel more comfortable tweeting as you gain some confidence.

About the Author

Sheila T. Brann is an entrepreneur, author, speaker, business owner, and marketing coach. She specializes in Marketing and Strategic Planning and has over 20 years of business-to-business marketing experience. She is the Founder and President of KIWI Communications, Inc., a full-service marketing, advertising, public relations, and social media consulting firm that specializes in the biotech, life sciences, medical device, and high-tech industries.

Engagement is the Key to an Effective Press Release Strategy

2012-01-22T05:00:00.000-08:00

Content is at the heart of a well-executed press release. But engagement is even more important. Since you are now able to interact directly with your target audience with online press releases, you'll want to push them to take action. So, set a goal for each press release. It could be to sell your product, generate leads, get people to sign-up for your announcements, etc. You can easily drive the reader to an e-commerce site, a "contact us" form, or a donate link if you're a non-profit organization. Sending out press releases on a regular basis lends credibility to your company and your products. It can show your expertise and show that you are a trusted resource.

So, how do you drive people to your website with a press release? It's pretty easy but it must be executed well. For example, if you put out a press release about a new eNewsletter that you have developed, direct the reader to a landing page that provides more information on the newsletter. You can even send them to archived issues in case they may want to see the types of content before signing up. Be sure you have a sign-up form on your landing page to make it easy for the reader to get more information or to make a decision to join your mailing list.

Whatever you are offering to the reader, make sure it is something of value, for example, awhite paper, online demo, or a trial offer.

No matter how great you think your press release is, make sure you measure the results. You can use web metrics and some of the online distribution services also offer reports. Continually tweak and evaluate what you did right and what you did wrong. That's the only way you'll improve your content selection and ensure that you are providing information that your readers crave.

About the Author

Tips to Help You Publish Your Press Releases Online

2012-01-15T19:17:00.000-08:00

Now that you've written your press release, added keywords to the content, included some links to landing pages, and optimized your press release for search engines ... now it's time to publish your press release. So, how do you do that?

Well, there are a number of options available. Here is a list of a few distribution services for your consideration:

Your press release will be sent to numerous online news services such as Yahoo! or Google. Most services will also reach industry Web sites. Each of these services offers different pricing for different levels of service, geographic area, industries, etc. So, check with the distribution service of your choice to find out what each of them offers.

Be aware that with online press releases, the rule of thumb is that there is a 28-day news cycle. In other words, once a story is past 28 days old, your press release most likely will not be found in the results pages of the search engines. However, that doesn't mean that no one is viewing your press release. I've used PR Web for several press releases and even a year later I've still gotten additional views since the press release remained on the PR Web website. I also use the PR Web RSS URL that was given to me for my account and list it on my emails and other literature that I use to promote my company, So, check with your distribution service to understand their specific limitations.

Most of the online press release distribution services allow you to add images, videos, and links to other sites. So, rather than just a static text press release that was the norm years ago, you can actually engage your audience with your press release. This makes the content more interesting to your audience and you can track who clicks on to those links or who views your video.

Besides using an outside distribution service, make sure you post your press releases to your website. You may want to create a press room or news release section so you can keep your PR lie as long as you feel it is appropriate. Search engines will crawl your website and find the content. So, make sure your press releases include keyword-rich content so that you will receive higher rankings on the search engines.

So, try using an online press distribution service this year. You'll be surprised at the great results you'll get.

About the Author

Sheila T. Brann is an entrepreneur, author, speaker, business owner, and marketing coach. She specialized in Marketing and Strategic Planning and has over 20 years of business-to-business marketing experience. She is the Founder and President of KIWI Communications, Inc., a full service marketing, advertising, public relations, and social media consulting firm that specialized in the biotech, life sciences, medical device, and high-tech industries.

Part 2: 12 New Year's Resolutions: Marketing Commitments for a Successful Year

2012-01-08T10:00:00.000-08:00

Last week we gave you 6 resolutions to help you achieve marketing success in 2012. Here are the remaining 6 resolutions. We hope you enjoy the read.

Resolution No. 7: Keep your marketing programs consistent.

When budgets were drastically reduced last year, many companies chaotically implemented their marketing programs or didn't follow through on planned events. Marketing is only successful when your efforts are consistent. For example, don't just place an advertisement once and expect great results. You'll need to place that same ad several times in the same journal in order for it to be effective. Another example...don't send out one press release and expect positive results. In other words, don't just do one thing once and expect great results. I hear it all the time. "I tried that once and it didn't work." Whenever I hear that statement I know it was due to an inconsistency problem ... and not the fact that the marketing efforts didn't work. Consistency is the name of the game. On the other hand, doing the same tactic over and over again just because "we've always done it that way" is not a good idea either. That's the definition of insanity... that is, doing the same thing over and over again and expecting different results. Which, takes us to the next resolution.

Resolution No. 8: Measure the effectiveness of your marketing programs.

There is really no excuse to not have measurement tools in place these days. Now with Google Analytics and other such tools, it is much easier to measure your online marketing campaigns. You also have tools such as Marketo and other lead nurturing tools you can keep track of your prospects' interests. You can see how much traffic you generated to your website before and after a campaign and compare the results. Data mining software is also readily available which allows you to capture important information about your prospects.

Resolution No. 9: Keep on the pulse of your competition.

Do you really know who your competitors are and what they are selling? Try to gain competitive intelligence through various industry-sponsored marketing research. If you have the budget, hire a marketing research expert to conduct a customized research project for you. There are a few companies out there who can do smaller research projects for under $5,000. It may be worth the money and the time to budget for this type of research. Not only will it help you with your product development efforts but it also can help you position your products in the marketplace. The end result is it will help you clearly articulate your branding message to your customers and prospects.

Resolution No. 10: Review your trade show activities.

Are you getting the most out of your trade shows? So many companies just set up their booth and wing it and hope that customers will show up and be curious about their products. To really get the most out of this tactic, you need to promote your attendance using several types of communications media. First of all, send out an e-blast to all of your customers who will likely attend the show and let them know your booth number and what you will be showing. Purchase the pre-show registration list and send out a direct mailer with a coupon redeemable for something of value to your audience when they visit your booth. And, don't forget a press kit. Many of the technical trade shows now encourage the trade press to attend and cover their conference.

Resolution No. 11: Stay in touch with your existing customers.

We get so involved in chasing new prospects that we sometimes forget about our existing customer base. It is far easier to sell to someone who has already purchased from you and who likes your products than to sell to someone who doesn't know anything about you. They'll tell someone, and they'll tell someone, and so on, and so on, and so on. This is called viral marketing, word-of-mouth marketing or referral marketing. It's the best way to gain new customers. One great way to stay in touch with existing customers is through eNewsletters. They are very easy to produce and now there are many outsourced companies like Constant Contact who can help you with newsletter templates and maintain your subscribers' list. Commit to sending out at least one eNewsletter per month. This could be in conjunction with a trade show, a new product announcement, or a special event.

Resolution No. 12: Don't forget traditional marketing tactics.

I know I talk a lot about online marketing tactics and social media, but don't forget about some of the traditional ways to market your company. At the very least your company needs a high-quality company overview brochure and then follow-on product brochures. If you offer a lot of products, you may want to produce a complete catalog so that purchasing agents can easily order your products. But, don't forget to add e-commerce to your website to make it easy for customers to order. By digitizing your catalog and uploading it to your website, you can save hundreds of dollars on printing costs. Meld the new technology with the old. Marketing is marketing but we now have new methodologies and media to get the message to our targeted audiences. It's all about how you present your company, creating a consistent message, and consistently delivering that message to your audience.

So, commit to just a few of these resolutions the coming year and you'll have a successful 2012.

About the Author

Part 1: 12 New Year's Resolutions: Marketing Commitments for a Successful Year

2012-01-01T19:32:00.000-08:00

Now that you’ve had a wonderful holiday, taken some time off from work, communed with your family, and celebrated a bit, I hope, it’s time to head back to work and keep some of those New Year’s resolutions. Now, I’m not talking about those personal resolutions, like losing weight, quitting smoking, or starting an exercise program. Though, those are admirable resolutions to make. I’m talking about making a commitment to your marketing programs this year. Every year when I work with my clients I find that they have good intentions to write and implement a marketing plan and to stick to it. But, something always comes between them and their commitment to achieve their goals and objectives. So, I’m asking you to commit to making steady strides towards meeting or exceeding your marketing goals and expectations. If you can’t keep all 12 resolutions that I share here, then at least try to keep a handful. So, here are your 12 resolutions for a successful 2012.

Resolution No. 1: Formalize your marketing plan.

Now I know what you are thinking. But, it just takes too much time and research to put my marketing plan on paper. I know some of you (and you know who you are) will just meet for cocktails once a year and write your marketing tactics on a napkin. That’s okay, but if you really want to be an industry leader, it’s far more beneficial for you to analyze your products, markets, and distribution channels to come up with a cohesive marketing plan. You should do this at least annually. And before you prepare next year’s plan, may I suggest that you also evaluate last year’s plan insofar as its success in meeting your goals.

Resolution No. 2: Set some marketing goals, sales revenue targets, and overall company goals for 2012.

Don’t have any marketing goals, sales revenue targets, or company goals? Well, that’s a good place to start. What is your company all about? Do you have a mission statement or company philosophy? Where do you want your company to be in one year? Five years? Ten years? Do you want to be No. 1 in your market or industry? If so, what will you need to do to get there?

Resolution No. 3: Step out of your comfort zone and try some new marketing tactics like social media.

So many companies are still wary of social media such as Twitter and Facebook. But many companies have used these services successfully to create a positive image of their company. Don’t be afraid to try new things. You don’t have to commit an inordinate amount of budget, staff or time to these endeavors. But, you should start communicating with your customers and prospects on a regular basis. Social media, blogs, and networking are a great way to push traffic to your Website.

Resolution No. 4: Put a good public relations policy in place.

Public relations is one of the most cost-effective ways to promote your company, but many companies tend to forget this tactic all together. With the onslaught of social media sites, it’s more imperative than ever for you to monitor the Internet for information being said about your company. And, it behooves you to push positive messages to your publics, especially if you are a publicly traded company. Online public relations is a great way to get your message out to hundreds of thousands of key prospects on sites such as Google News and Yahoo! News as well as other people’s blogs.

Resolution No. 5: In addition to public relations, try starting a blog.

It’s a great way to provide interesting articles, information about your products, and to get your customers to interact with you. When your visitors leave comments on your blog, they can offer suggestions for the improvement of a product line or may just want to have a conversation with you. Blogging is also a good way to impart information in small sound bites. Each blog post should be an individual article about a certain topic. Or try developing a series of short articles on a hot topic. If you don’t have your own blog, at least commit yourself to following other blogs in your industry and be an active commentator. Leave your Website URL as part of your commentary. You’ll create back links that will help drive traffic to your Website.

Resolution No. 6: Commit to writing several feature articles this year.

You probably don’t like to write, so you can easily hire a copywriter or a technical writer to help you write those technical or application articles. Better yet, get one of your customers to write an article about your product or application. That’s even better than a testimonial. Most industry trade journal editors are hungry for application articles. Try some of the online ezine Websites, as well. Of course, find an ezine related to your industry or product offerings. Commit to writing at least one article per quarter. This will keep your company’s name top of mind as well as help to drive traffic to your Website. You’ll also establish yourself as an expert in your field.

See next week's article for the remaining 6 marketing resolutions.

More TIps How to Grow Your Business in 2012

2011-12-12T10:59:00.000-08:00

Last week's article talked about how to grow your business in 2012 and we specifically talked about adding keywords to your website, search engine optimization and lead conversions. Here are a few more tips to help you grow your business next year.

Start promoting your content and your company via social media. If you haven't tried Twitter, Facebook or LinkedIn then these three social media sites are a must to promote your business. You can easily promote your blog articles and other content via Twitter. Also join some Groups that target your audience on LinkedIn. Then you can post pertinent information that you think the members of the group will benefit from your expertise. LinkedIn is especially beneficial if you are marketing to B2B companies.

And once you've optimized your website, created some fantastic landing pages, and are now collecting loads of leads, what do you do next? Well, some companies just collect the names and email address and the information lies fallow. Start by segmenting your list and then use lead nurturing to provide specific information that is relevant to that particular segment. Track how many times the lead has visited your site and which offers they clicked on. In other words, follow up on each lead and show them what's in it for them. Why should they continue to follow you?

Send follow-up emails to your lead list and offer something else of value to them. You want to show your expertise in your field and why you are the best company for them to hire versus your competition. And don't forget to measure the response rates of your email marketing programs. See how many people are opening your emails, how many unsubscribe and how many of those people click to your landing pages. Nurturing leads is all about developing a relationship with these people. And they are people, individuals who have a need for your service. So, don't treat them like a number or just a name on a piece of paper, but nurture the relationship so that you will add value to your connections.

And the final tip to grow your business is to analyze the data and keep refining it. This is the step that most of my clients seem to want to avoid but it's the most important step of all. You need to know if all of your efforts were for nought or if certain offers are working better than others. You can start by using Google Analytics on your website. It is a free tool and will help you understand the visitors to your website. So look for missed opportunities and refine your landing pages and offers to create a better fit for your target audience.

So, here's to a great 2012. We wish you much prosperity and success in the New Year.

How to Grow Your Business in 2012

2011-12-04T20:17:00.000-08:00

Have you started incorporating online marketing into your media mix for your 2012 marketing plan? Do you even have a 2012 marketing plan? Hopefully you do and hopefully you understand that even though traditional marketing tactics may still work for your industry and customers, it's time that you started embracing online marketing. If you don't you'll be left behind your competition.

We've talked about developing a keyword strategy in other articles. But I want to reiterate the importance of how your customers and potential customers will find you on the Internet. Thus keywords will bring better quality leads and thus higher quality customers to your website. Make sure you test and analyze how effective different keywords are. In other words, which keywords are drawing visitors to your website? It doesn't do any good if you're getting visitors who will never purchase your products. So, make sure you are targeting the correct eyeballs. There are all sorts of keyword websites to help you select the correct keywords for your industry. You may not always fall on page 1 for every keyword so try to choose a phrase or the appropriate words how your customers typically will search for you.

Create a list of 3-5 keywords to start and then run some tests on them. You won't find a perfect match every time, but keep trying and you'll find the right fit. Then design and optimize your website around your keywords; but don't stuff those keywords too often or the search engines may pass you by.

Optimize your website by including the keywords in your page titles. Make sure your titles are less than 70 characters long. That is the ultimate size so your titles will be seen in Google search results. Place the keywords close to the beginning of the title, if possible. Make the titles readable for visitors to your site. Put your company name at the end of the page title unless you are a large company and your name is is your brand. Also use different page titles for each page. This gives you an opportunity to target different keywords. Also make the titles like a blog page with dashes between the words rather than slashes. This helps the keywords stand out to the search engines.

Apply a 301 redirect for your URL. If you have changed your website it will redirect your customers to the new site. Specifically have a 301 redirect from yoursite.com to www.yoursite.com.

Don't use images excessively. Content is king. Yes, you can demonstrate your product via an image but don't overload your website with images. If you do use images, make sure they have ALT Text associated with them. This will help the search engines index your site. And don't use Flash on the home page. This also will deter the search engines from indexing you.

Extend your website registration from one year to two years or more. The longer the expiration date the more valid your website appears to search engines.

Convert those visitors to leads and those leads to prospects and those prospects to customers. Decide on a compelling offer, create a call-to-action on a landing page and provide a sign-up area so that the visitors can respond to your offer. Then test, measure and refine the process.

If you don't already have a blog, start one in 2012. They are easy to set up and maintain. Write content that is relevant to your prospective customer base. But if you start a blog, make a commitment to write, at a minimum, one article per week. You probably already have tons of content in-house that you can repurpose. And, just like a landing page, don't forget to create compelling offers.

Promote the content of your blog via social media. Have you signed up for Twitter, Facebook and LinkedIn yet? If not, you should get started. Social media can have a very powerful effect on your company's image awareness. Don't be afraid to set up an account and try it. You'll learn as you start posting articles, responding to your followers, and perhaps even stopping bad publicity before it goes viral.

Next week's article we'll address more ways to grow your business in 2012.

December 2012 Issue of KIWI News Now Available

2011-12-04T20:07:00.001-08:00

Need some great marketing hints, tips and creative ideas? Read the latest issue of KIWI News, our monthly eNewsletter. Not yet registered to receive this jam-packed eNewsletter? Sign up today!

In this issue we discuss how to repurpose your content. We also have a great article on Converting Leads to Sales. Click on the link to read the latest issue.

Don't miss the next issue which comes out in early January 2012. So, sign up today.

Need some help with your marketing programs?

2011-11-28T10:30:00.000-08:00

Contact us today for a quote for your next marketing project. We have worked with a variety of clients in the life science, biotechnology, medical device and high-technology industries from start-ups to Fortune 500 companies. Choose from one of our popular marketing programs (PR ... Social Media ... Trade Show ... eNewsletter ... Marketing Plan) or customize the services you need. We'll even give you a FREE 30-minute marketing consultation when you sign up for your first project with us. If you're ready to get started, contact us at newproject@kiwi-comm.com.

Time for a Website Facelift? - 7 Easy Steps to Creating an Effective Website

2011-11-27T18:01:00.000-08:00

Is your website a bit tired and worn? Is it time for a facelift for your website? I know you've been dreading the day when you need to update it. But, shame on you, you should be updating the content regularly. It may be time now to update not only the content, but the functionality, and the navigation, as well. Have you already integrated social media and inbound marketing features into your website? If not, now may be the time to do it. After all, you do want people to find you when they search for your products or services online, don't you? Here are a few tips that may help you create a more effective website.

Step No. 1: Understand the importance of your website. It is NOT just an electronic brochure. Maybe that worked years ago, but today you need to draw visitors to your website and ensure that search engines find you. Don't update your website just because you are tired of it or your CEO wants it updated or it's been over a year since you last redesigned it. Set a strategy for your new website such as being found by more prospects or converting prospects into leads and then to customers. Rebranding is also a good reason to update your website.

Step No. 2: Before you even begin the new redesign, set some goals for your business. Focus on the objectives you want to achieve with the new website. Don't worry so much about the color and the graphic look and feel at this point but more on how you want to be perceived by your customers.

Step No. 3: Inventory your content and other assets that you currently have on your existing website. Can you keep the majority of the content? What content is missing at this point? Should you add an e-commerce feature so that your customers can easily order your products? Review the photos and other images you have available. Are some of the photos outdated? How about planning a photo shoot or pulling more recent photos out of the photo data base.

Step No. 4: After you've clearly defined your goals and objectives and have taken an inventory of your content and assets, now it's time to start the actual graphic interface and web design. Hopefully, you have hired a fabulous web designer who not only has the gift for great design but also understands how to optimize your website for search engines. Do they understand the significance of keywords and header tags, for example. A great design is beautiful to look at but if your customers still can't find you when they search for your products and services, then you have wasted your precious marketing budget. So make sure your web designer not only has a good grasp of good design but also internet marketing.

Step No. 5: Don't just build the new website and forget it. Your new website should be a dynamic part of your overall marketing strategy and should be updated regularly. So, make sure you have a strategy for updating the content regularly. Incorporating a blog into your website design, for example, is a great way to keep your content current and to address the topics in which your customers are most interested. Creating more content begets more pages on your website which begets better ranking on search engines. But, don't just put lots of junk on your website. Make sure it is meaningful to your visitors.

Step No. 6: Now that you've designed a beautiful website, it is easy to navigate and you add new content frequently, the next step is to convert those visitors to leads and then to customers over time. So, also add a conversion strategy to your website design. Landing pages are an excellent way to draw people to your site and to capture leads with a sign-up form. So, think about offering white papers, presentations, webinars, etc. that your visitors are interested in. This will also show your expertise on the specific topics.

Step No. 7: Make sure your website is easy to update. If you have to constantly go back to your web designer to make simple updates, then the entire website update wasn't worth it. Your web designer should be able to make it easy for you to make the updates yourself. There are several open source software packages that I know some of the website designers I work with use and it is to easy to create landing pages, update your blog, or add additional pages and content to your website.

Basic items your website should include: Always include a blog, RSS, landing pages, SEO, and a tracking function on your website. None of these features are expensive and you'll need them to convert leads to customers. Remember that a business website is a tool just like all of the other marketing tools you have available to your company. So, leave the awards to the graphic designers. Your goal is not to win awards; it is to generate leads and convert those leads to sales.

Is your marketing budget getting crunched again?

2011-11-20T13:16:00.000-08:00

Here's the challenge. You just started working on your 2012 marketing budget and you had assumed that you would have at least the same amount of money as last year. Or with your powers of persuasion you thought you could convince the management team that you needed a higher amount since you have several new product launches as well as the need to maintain the promotion of the existing products. But, you just learned that your marketing budget is being cut in half. You are devastated. What do you do?

Get out of your rut. Put a real succinct marketing strategy together and list several marketing objectives. Then look at the tactics and decide which ones will meet those objectives. For example, are you going to a certain trade show because "we've always attended" or "the boss expects us to to go", or "it's in a really cool location next year"? Don't waste your precious marketing budget on frivolous tactics.

Measure each marketing source's cost per lead. If you are using a lead tracking database, that's the first place to start. And if you're not, shame on you. Even a simple lead tracking system should suffice for this exercise. How do you know which tactics are working if you don't continually monitor them and evaluate them. Make a comparison of each cost per lead for each marketing tactic and each media that you use.

Next, analyze each type of media or marketing channel that you used. Are you pulling better with print ads? Or are you getting higher quality leads from your online advertising? Did you get some good article placements or other publicity? And did that pull better than attending trade shows and speaking to your customers face-to-face? You may be surprised to find out that some of the higher cost per lead tactics derived the lowest quality leads.

Cut some high-cost activities. So, once you have done a thorough analysis, you may want to start out your marketing budget planning by cutting some of those high-cost activities for next year. You may not want to automatically eliminate all of those high-cost activities, but at least trim some of them even as much as 50%. Then you can look at the data the following year to see if that made any difference in the generation of lead quality. You may need some of those high-cost activities to reach other objectives than just lead generation. They may be important for building your brand or customer retention.

Look at lower-cost alternatives. Are you already sending out emails to your customers? And have you analyzed if they have worked? After you complete your audit, you may decide that you should communicate with your key customers more often. Even if it is an informal email to let them know about new products, promote a special offer, or to offer some important information about the industry. Whether your email distribution is done in-house or you use an outside service, the cost is generally minimal for email marketing projects. Also look at auto-responders and other types of lead nurturing emails. If a prospect or customer responds and clicks on a link in your email, what do you do then? Hopefully, you are responding to them with more information about their particular interest.

Test new ideas. As I mentioned above, we get stuck in a rut and continue to implement the same plan over and over again. Perhaps it is time to start learning about some of the latest innovative marketing tactics. Try new things. Be innovative. You may stumble at first, but always keep your mind open to new ways of marketing your products. You may have a learning curve, but as you get better at these tactics, you can then measure to see if you are getting a higher ROI than from the same old tactics you had been measuring. If you're not comfortable with social media, for example, learn all you can about it and put a few campaigns in place.

Always review the data regularly. That could mean after each campaign, once a year, or quarterly depending upon your type of business. Look at the performance metrics and really analyze the best places to use your precious marketing budget.

So, you can deliver strong results even with a decreased marketing budget. You can do more with less. You just need to analyze your performance metrics and make some key decisions of where to cut out the wasteful portion of your budget.

Creating Successful Landing Pages

2011-11-13T19:24:00.000-08:00

You've probably heard of "landing pages", haven't you? Those are the pages where you are directed when you click on a link from an advertisement, an offer or from a social media site. So, where do you land? If it's the home page of the company's website, you're probably not getting the lead conversions you want. Here are a few tips to help you create successful landing pages to help you convert more of those leads to customers.

First of all, make sure your landing page addresses the offer, topic, or information you reference from the link you provided. Don't just have a sign-up form and call it a day. Directing the lead to a Contact Us page will guarantee you will lose your audience right away.

As with all good marketing and advertising, get the person's attention with a great headline, like you would with an advertisement. But, keep the headline simple. Don't try to get too cute or complicated. The headline should clearly state what the visitor will get if they sign up. Is it a book, is it a free consultation, etc.

The body copy for your landing page should clearly state and further explain the offer and why the visitor should sign up. In other words, show the value of your service, offer, item, etc. Create some sizzle in other words. Why is your offer the best thing since sliced bread. But, since most people's attention spans are short, don't belabor the point. Get to your three key reasons for buying, signing up, etc. as quickly as possible.

Make your landing page esthetically pleasing. Try using some imagery to capture the visitor's attention. But, make sure it reinforces the body copy and the headline. There's nothing worse than to use generic stock photography that has no relation to the subject matter you are trying to convey.

In order for your landing page to be indexed by search engines, make sure that the meta description specifically describes what the landing page is about and make sure it relates back to your website. Five to seven highly relevant keywords are recommended.

Don't forget to create a sign-up form for your landing page. After all, the objective is to get people to sign up for your offer. Don't send them to another page with your sign-up form. Keep the form near the top of the landing page so that it is easy for the viewer to see. There is always a debate as to how much information you should capture on your form. Shorter is usually better; however, I have found that some companies want to screen out the " looky-lou's" so they add more fields with their screening criteria. You may get higher quality leads but fewer leads. So, it all depends on what are your goals and objective. So request the information from the visitor that is relevant for your industry or product. And, of course, don't forget to add a submit button to the form. Try "Go" or "Click Here" for variety.

Once the person has submitted the form, now what do they get? You should set up a response mechanism. At the least they should get a thank you page. If you said they would instantly receive something, say an eBook, then make sure the PDF is readily available and will download instantly. If you have social media accounts, this is a great time to add a "share" button so that people can spread the word about your offer to Twitter, LinkedIn, or Facebook.

Once you are satisfied with the look and feel of your landing page, then proofread everything carefully. There is nothing worse than having a glaring typo in front of your viewers. You can always test the landing page to see how effective it might be to convert your visitors. Also track how well your landing page performs so that you can find out the areas for improvement.

So, go ahead and try a few landing pages, test them, and update. It's all about increasing those conversion rates.

The Seven Deadly Sins of Bad Marketing

2011-11-06T12:58:00.000-08:00

Are you guilty of these typical marketing faux pas? Despite the fact that most of us consider ourselves to be fairly savvy when it comes to marketing, we still fall victim to the following deadly marketing sins:

We know who our customers are. — But do you really? Can you describe your typical customer? Do you have any demographics? Have you even analyzed your customer database lately much less your lead database? If you can't describe your customers in detail, then you don't really know who your customers are. And, if you are just lumping them all into one category, you really don't know who your customers are. With Salesforce.com and a multitude of other lead generation and lead handling data bases there is really no excuse these days for companies not to thoroughly know their customers. Start out by looking at their job title. Who are the influencers and who are the decision makers in any given company? By really knowing your customers, you can offer them them the right products. And by knowing how each company works, you'll know if you need to approach the influencers first or go directly to the decision makers.

Our customers don't know what they want. We have to tell them. — Really? Do you think this is true? Well, they might not know they want their package gift wrapped with a blue ribbon and bow but they certainly will articulate to you that they want a product with soft and warm colors, for example. Have you really listened to your customers as to their wants and needs? Do you listen to their criticisms or do you just put the vocal customers into the "nuisance" category. You should listen to the vocal customers. They may be representing the 99 others who just silently stop purchasing your products. When was the last time you had your customers participate in a focus group? Maybe never for many of you. Customer satisfaction surveys are also a good way to find out what you're doing right and what you are doing wrong and which product features you should be developing. Many companies take the challenge to participate in customer satisfaction surveys and then the data is just sitting in a corner collecting dust. Now may be the time to find out how you can make your customers happy.

Our customers know who we are. We don't have to do any advertising or marketing. — I've heard that one a hundred times. But your customers may also know your competition and start buying from them. If your customers or potential customers don't know who you are, then you will have a company that is dying on the vine. To have a successful company, you must always be promoting your company to a larger audience. Sure, "word-of-mouth" marketing is good and that's what social media is all about. But, if you're not being talked about no one will know you exist. And eventually your referral network of key customers will go by the wayside if you don't keep fueling the fire with new customers.

We've always done it that way so there's no reason to change. — Change is inevitable these days. Is your company still making buggy whips or have you embraced new technology? Not just in how you make your products but also in how you market your products. I hear so many companies say that they are afraid to get their feet wet in the social media arena. I heard that years ago about public relations. There is always a fear of having to handle negative publicity. As with PR, the best way to handle social media is to address the issues factually and to handle the problem with the customer directly. You can turn from being the villain to being a hero really quickly if you resolve a customer issue promptly. And social media allows you to hear about the problem in the most expedient manner.

Our sales people don't need any leads. They just need to follow up on the ones we've given them. — Alas, that is a problem. You've generated all of these leads and the sales people continue to call on the customers they already know about. Or they complain that you're providing the same leads over and over again. Well, I say there needs to be an attitude change. Of course, you want a customer to keep coming back. Mr. Customer responds to an advertisement, then you see him at a trade show and you swipe his card, then he clicks on an online ad, and signs up on a landing page on your website for more information, etc., etc., etc. So, of course, that sales person will receive the same name several times from several different sources. So, doesn't that mean Mr. Customer is interested in your products? Why don't you use all of these chances to engage with the customer and provide him a white paper, a free trial of your product, or find out if he has a particular problem that needs to be addressed. This provides a great opportunity for your sales rep to continue the conversation with the customer.

We don't need a marketing strategy. What we're doing seems to be working just fine. — Well, if it ain't broke don't fix it. But me thinks you can always do it better. And you may be doing fine right now but when the economy shifts, will you still be doing fine? Do you have a clear message that you are articulating to your customers? And I don't mean just providing them a list of your products or features. I mean really telling your customers what's so good about your company and your products. Why are you better than the competition. What do you provide that other companies don't? Do you offer a guarantee? Do your products do something better, faster, more cost effectively than your competition? Why should your customers buy from you? So, think about not just a strategy, insofar as which market you should be selling into, but also think about your marketing message.

We're the leader in our industry and we're innovative. — We haven't had a new product in five years but we're innovative. Does that sound like an innovator? If Apple had taken that approach, they would still be selling the original computer they built back in 1976 and wouldn't be the powerhouse in consumer electronics that they are today. So, who is the visionary in your company? Do they have a clear understanding of your market and can they see which direction your company needs to head in the future? Have you analyzed how the changing technology will affect your company? I'm sure the post office had no idea that when email, on-line banking, and UPS and FedEx started, that the number of letters, bills, and packages would be reduced so drastically. Does your market have an emerging technology that will make your products obsolete? If so, how will you modify your products to continue your leadership and innovation in the industry?

So, take a look at the marketing sins you are committing today and take one small step towards salvation.

Keys to Developing a Creative Brief

2011-06-12T20:02:00.000-07:00

Do you regularly use a creative brief when you are developing or implementing marketing programs? You may have had to complete this type of form if you typically work with an in-house creative services department or an external advertising agency. But did you know a creative brief can be very helpful to marketing personnel when you need to involve various groups within your company to develop marketing materials? Here are a few key items of information you should include in your creative brief.

Provide a brief overview of the project: This is the big picture. You don't have to go into great detail at this point. Describe the main concept and what you want to accomplish with the project.

Describe the main objective of the campaign: What do you want to accomplish with the campaign, marketing literature, advertisement, etc? Do you want to increase awareness of your product or your company? Do you want to generate leads for the sales organization?Do you want to educate your audience on a certain topic? You've probably heard of the SMART approach. Make sure the objectives are Specific, Measurable, Attainable, Realistic, and Timely.

Describe the target audience. To whom are you directing the marketing program? Try to be more specific than just the usual demographics. State the current attitudes/beliefs and objections that your audience may currently have. Analyze why the audience hasn't purchased your product. Put yourself in the audience's shoes, so to speak. Better yet, do some market research if you don't know the answer to this question. The more detailed you can get about the audience, the better understanding you will have of what motivates the audience to purchase your products.

Describe the current situation. What strategies are currently working? How do you need to modify your current marketing strategy to better communicate the benefits of your product to your audience? Why is this marketing project needed? What do you hope to accomplish by implementing the project?

What behavior do you want to change? After assessing the current behavior, attitudes, and beliefs, describe the behavior you want to change and describe how you hope to accomplish this. Also add a measurement component so that you can measure the current behavior and then measure any changes that occur in a certain amount of time, whether that is 3 months, 6 months or a year timeframe.

What should be the tone of marketing piece? Is this an upbeat, fun, or edgy tone? Or do you want to have more of an educational tone? Are you targeting very conservative individuals? Or do you want to convey innovation, youthfulness, or radical thinking?

Be specific on the key message of the campaign. Please don't put everything but the kitchen sink into your message. Try to determine one key, succinct message. If you try to tell your audience too much at once, they won't understand your message at all. Basically, create an elevator spiel. In seven words or less, state your message. If you do need to have a secondary message, please don't have more than 3 key points. Studies show that 3 is the magic number.

Create a timeline. Plan the entire project or campaign in detail. You can easily develop a spreadsheet with all of the details of the plan including graphic design time, approval deadlines, final drop dead date for materials. For example, if this is an advertisement, what is the drop dead date that the ad materials are due to the publication.

Gather all of the material you need to get started. For example, media kits, market research reports, previous ads or brochures, competitive brochures, and key websites can be used as resource material. Compile a list of the team members, including their contact information, job responsibility for the project, approval level, etc.

So, why should you use a creative brief? It's a great way to keep all of the team members on track so that deadlines are met. It also helps to ensure everyone is agreement with the scope of the project, objectives, and strategies. So, the next next time you have a marketing project, try writing a creative brief, and you'll find that the workflow progresses more smoothly.

4 Things to Remember when Doing Inbound Marketing

2011-05-08T19:18:00.000-07:00

I'm sure you've heard of outbound marketing vs. inbound marketing. Outbound is when you target a group of customers and push your message out to them. Inbound marketing is when you get those customers to seek you out and return to your company for information time and time again.

One of the best ways to start with inbound marketing is to create excellent content. What do your customers want? What type of information is valuable to them? You can easily ask them when you meet face-to-face or at trade shows or even have them complete surveys. Surveys are practically cost-free these days. There are several "free" or low-cost companies that will help you develop a 5-question questionnaire that you can email to key customers. A blog is one of the best ways to capture your audience. If you have great content, they'll come back for more. Be sure to use keywords in your content so that the search engines will notice, add a button to share the content on social media sites and use analytics to track your most popular posts.

Create special landing pages. Don't just send your readers to your home page. For example, if you want to get people to sign up for your newsletter, create a specialized landing page to direct them to your sign-up form. And be sure your sign-up form is brief. I know we always want to know everything about our potential customers. So, at a minimum, ask for their email address and then if you are B-to-B company, you can ask for their company name, title, and perhaps their website URL. But, that's about it. Too many blanks to complete and you'll lose your audience.

Once you have compiled a great list of customers and potential customers, schedule emails to go out regularly. Nurture those leads by analyzing your customer's interests. Provide white papers, newsletters, and other information that might be of interest to the audience so that you provide them assurance of your expertise. And, don't forget to manage those leads. Too many companies are great at collecting names and email addresses, but they don't do anything with them. Segment those leads, keep track of your campaigns, and check your web analytics to find out which emails garnered the most interest.

Finally, close the loop with analytics. Find out what you did right and find out what you did wrong. Marketing is ever changing. You just can't keep doing the same thing over and over again and expect to be successful. Markets change, people change, and their likes and dislikes change over time. So stay current with your customers needs and wants.

2011-02-06T21:30:00.000-08:00

How has everyone's 2011 been going? The first month was extremely busy for me. And it got me to thinking about marketing from an entrepreneurial perspective. I run a small, boutique advertising agency and marketing consulting firm, so it can be feast or famine. So, I know too well the importance of consistently marketing myself and keeping my company at the forefront of my customers and prospects minds. So, to that end, I thought it might be interesting to compile a list of easy to do marketing projects that don't take up too much time but will be beneficial all year long.

Blog, blog, blog — Oops, guess I've been delinquent in that department, but I do suggest you blog at least once a month and preferably one to two times per week. I've made my New Year's resolution to blog more often this year.

Social Media — I know I've been lax on this one, too. So, I affirm to tweet a few times a week. Fortunately, I have a great tool called Nutshell that gives me a daily synopsis of my followers' tweets so I know if there is anything pressing that I need to respond to quickly.

Monthly communiqúe with my customers — I started an eNewsletter several years ago and got excellent feedback. If you want to read archived issues follow the link. Everyone seems to be doing eNewsletters so I thought mine should be more about "how to" and marketing tips. It has been well received. And the feedback I've gotten is once a month is enough. I know some eNewsletters I've subscribed to on a daily basis and I end up never reading them and eventually deleting them. I think we all have too much to read. So, it is important to provide some really great content. I find there is a wealth of content on the Internet that I can repurpose. Sometimes, though, it can get overwhelming. So, I make a list of the topics I think my customers are interested in.

Public Relations — I know I need to practice what I preach. But, I do find it difficult sometimes to come up with something that is newsworthy. I'm sure you say the same thing about your products and services. Again, planning is half the battle. So, I resolve to become more active from a public relations standpoint. From feature articles to press releases, now is a good time for companies to put together a PR plan for the rest of the year.

Networking — How about just plain good old-fashioned networking? I plan to go to at least one networking function a month this year. It's good to see people face-to-face. Whether it be a business networking event, a church event, or just a social event, networking is the best form of word-of-mouth marketing. Plan out your elevator speech so that you can succinctly communicate what you do for a living.

Reviewing web stats — I admit I don't review the metrics from my campaigns as often as I should. But, I've dedicated myself to reviewing my web stats at least once a week if not more often. It is really important to know where you stood before a campaign and to know if there has been any interest after a campaign. You want to know if you've changed anyone's opinion of your products or services.

So, guess I need to practice what I preach. And I intend to this year. So, make some plans, stick to them, and revamp, as necessary.

Happy New Year!

2011-01-03T11:40:00.001-08:00

And a very happy New Year to all. I trust everyone had a great holiday and enjoyed some time off from work with family and friends. But now, time to get back to work and create those fabulous marketing campaigns so that your first quarter will come in on time, on budget, and increase sales revenue. So, let's get started.

I hope everyone has a marketing plan in place by this time. But ... if you don't then make sure you put one into place immediately. It can be as simple as writing down some goals and objectives for the year, then drilling down by the quarter, and then implementing some programs that will help you achieve those goals.

Look at your past achievements and failures. What worked and what didn't. If something didn't work, do you know why? Do you say that social media, for example, didn't work? Why do you say that. Did you have some goals? Did you achieve those goals. Did you have a strategy in place? Just saying I want to get a bunch of followers this year is not a goal. Set a target of how many, what type of followers, etc. you want. Remember quality is better than quantity. Did you offer compelling content? Did you engage with your audience or were you passive? Resolve this year to become more active in social media.

I know, no one wants to talk about the traditional marketing tactics such as trade shows and print advertising, but they still do have their place in today's market and in some industries, in particular. So, don't underestimate their value. However, you may be shifting some of the revenue you previously spent for print advertising to online advertising. Or, instead of going to a slew of trade shows you pick only the most important ones for your business. So, you may rethink your marketing tactics rather than doing the same old thing.

Resolve to keep your website current. Don't just update it now and forget about it the rest of the year. Your website should be ever evolving. I don't mean a complete facelift, but that's okay too, if it needs one. Keep your content current. There's nothing worse than promoting a product that you have obsoleted. Or keeping information that is out of date on your website. Also make your website easy to navigate. Provide a search function. Google offers a "free" or a low cost version. They index your website and your customers use it just like they do the Google search engine.

Don't be afraid to try new things this year. Always keep a little bit of your budget available for those special occasions. You might get a really great offer from one of your media reps to do a complete print, online, web, social media program, for example. It might be worth it. Or dabble into an area where you have little experience. That way, you don't blow your budget but you can experiment, where necessary, and learn from those experiences.

My resolution this year is to keep you informed of new and interesting ways to market your company. So, stay tuned to this blog for more interesting hints, tips, and fun marketing ideas.

Happy New Year.

Don't Get Spooked When Planning Your Marketing for 2011

2010-10-04T17:07:00.000-07:00

Happy October! I always love the fall season. October is Halloween. November is Thanksgiving and then December we celebrate Christmas. Even though we have 3 more months of this year and it seems like a long time before New Year's Eve, it's probably time to think about putting together your marketing plan and budgets for next year. Many marketing folks get a bit spooked and scratch their heads wondering what to do next year. Many companies just slap a new date on last year's plan and call it a day. But, planning shouldn't be difficult. Here are a few tips to help you get organized so you won't get spooked.

Tip No. 1: Gather Your Data. Chances are there is an abundance of data within your company that will provide you information about your customer's likes, dislikes, product preferences, geographic locations, and customer feedback. So, gather that data and sift through it. As a simple solution, just categorize and segment this data using an Excel spreadsheet. You don't need sophisticated or expensive software. Once you sort the data, you'll start to see patterns. Maybe certain geographic areas like your specialized products, or maybe some specific industries have had issues with your products. In other words, see what patterns emerge and then put together a plan to address those issues.

Tip No. 2: Do a Marketing Audit. Most companies require metrics for marketing promotions and programs. So, find out what worked this year or in the past. If something didn't work, then analyze why. Did you do everything right but the execution was lame? Did you promote to the wrong audience? Did you promote features that aren't important to that particular targeted audience? Did you advertise in the wrong journals? Did you try to reach your audience through the wrong channels? Consider the age of your audience. Did you try social media and your audience would prefer print advertising? Take a good hard look at the data and even poll some of your customers.

Tip No. 3: Be Goal-Oriented. Set some goals and objectives. Not only budgetary and revenue objectives but specific and measurable goals and objectives. After all, marketing is about targeting a specific group and providing a product to meet their needs. Or, creating a market for a specific product. So, this is where the analysis that you did in Tips 1 and 2 really work to your favor. You'll know if you need to improve your products, create a new product, or continue exactly where you are. And, don't forget the marketing not just about producing a brochure, an ad, or an online promotion. Marketing encompasses product development, market assessment, as well as the promotional aspect.

Tip No. 4: Be Realistic. Some of my clients get so excited after they've done the analysis portion of the equation, they want to do everything. Obviously, with tight budgets that would be impossible. So, you really need to hone those tactics that will give you the biggest bang for your buck, so to speak. It's good to be optimistic, but you also need to be realistic. So, prioritize your marketing tactics.

Tip No. 5: Create an Outline: Before you start writing your marketing plan, set up a framework. Include such categories as:

Macroenvironment - including demographic, economic, environmental, technological, political, cultural, competitive, etc.
Marketing Strategy — have a company mission statement, goals and objectives
Marketing Organization — look at your organization to determine if the right people have the authority to make decisions and look at the reporting structure. Do you need additional people, for example, to handle social media.
Systems — Do you have the software or other systems in place to audit your marketing in real-time? Can your organize the data to see clear patterns?
Marketing Function — Look at your pricing structure, distribution channels, and the advertising and sales promotion tactics.

Tip No. 6: Measure and Regroup. But most of all, put mechanisms in place to measure the success of your marketing programs as you go along. If something isn't working, then regroup and take another direction depending upon the feedback you receive. Take a baseline measurement of customer satisfaction, for example, then measure again after the promotion, and measure again several months later, so you can see if there has been any change in the customer's behavior.

Tip No. 7: Don't be Overwhelmed. All of this sounds like a lot to do in just three months but don't be overwhelmed. Take one step at a time and you'll have a marketing plan that is easily executable.

So, utilize some of these simple tips and you'll have a great marketing plan in 2011.

Word-of-Mouth Marketing: Who is talking about you?

2010-09-26T20:38:00.000-07:00

I just attended this week a webinar about Word-of-Mouth Marketing (WOMM). The webcast imparted some interesting facts that I wasn't aware of. For example, according to Yankelovich, 2010, 76% don't believe that companies tell the truth in their advertisements. That a whopping number. Or how about this one? Approximately 68% trust other people "like themselves". This is up from 22% in 2003. I'm sure this is due to all of the social media the past few years. The source for this statistic is Edelman Trust Barometer. And get this!!! About 92% cite WOM as the best source for their product ideas. This is up from 67% in 1977. This is from McKinsey & Company (2010) and Gfk NOP/Roper (2008).

Getting people to talk about your brand will increase your brand strength. According to TalkTrack™, Keller Fay Group, 2009, 76% of all Americans talk about at least one brand a day and the average is 10. This is basically called geometric progression, that is, one person tells another person and they tell another and they tell two others, etc. If you remember that old Breck shampoo commercial where they show a model and the caption says something to the effect that she told one person and she told another, and so on and so on and so on.

Even though the majority of people will recommend another company via face-to-to face interactions, using social networking has definitely increased the past few years. So, how do you stimulate people to talk about your brand? Well, exactly what you are doing. Advertising, editorial, company website, point of purchase, etc. Here are some recommendations from Ted Wright, Founder and Managing Partner of Fizz Corp.

Identify a "leadership" group
Find the talkers/influencers
Give them something to talk about.
Create the tools to get the movement started
Allow people to join the movement
Measure results, especially look at the increase in sales activity.
PR is very important. It validates WOMM and adds velocity.
Stories are only shared if they are interesting, relevant, and authentic.

So, create a buzz about your brand, your company, and your products and find out who is talking about you.

Do You Understand Your Target Audience?

2010-09-19T20:47:00.000-07:00

Okay, so you are now blogging, connecting through LinkedIn, communicating via Twitter, engaging with your customers on Facebook, but do you really know your customers and prospects? So often I ask my customers to provide a description or demographics of their target audience and they can't answer the question. Oh, they provide me some vague descriptor that could relate to almost anyone. But, do you really know and understand who buys your products and services? What are their likes? What are their dislikes? How often do they like to receive communication from you? What vehicle do they prefer to receive your communications? Via email, eNewsletters, or snail mail? What type of information do they want to receive from you? New product information, company announcements, technical information? In order to communicate effectively with your target audience you must be able to describe them in detail. Not just their title or type of company they work in.

One way to discern this type of information is to survey your prospects and customers. With new technology such as SurveyMonkey or LinkedIn polls, there is no excuse not to garner specific information about your target audience. With the data that you get from your market research, you will be able to more effectively reach your customers. And, don't just send one market research survey. Plan to do this at least annually. The market changes so rapidly that you'll need to keep up to-date with your customer's immediate concerns.

Another way of gathering information is to monitor your website statistics. If you use Google Analytics or some other program, find out who is visiting your website, how many pages they are viewing and if they are registering for more information about your company. Measure the opens, clicks and other metrics from your eNewsletters. Many of the eNewsletter companies, like Constant Contact provide you that type of information for each email you distribute. Also measure your social media activity. Are you gaining likes on your business Facebook page? Do you have more followers each week on your Twitter account? Using tools like Twitterfeed you can monitor how many people have clicked your links on your Twitter account. If you find that people aren't engaging with your content as you would like, then regroup, and find out what type of information they may want to read.

Once you discover what your customers' needs are, then start providing compelling content that will lead to more dialogue and engagement. Be engaging with your posts. Generate content that shows you are an expert in your field. Hopefully, your content will generate a positive reaction and your followers will want to retweet your message. Make your content relevant to your audience. Make it fun. Show your personality. Put a Share Button on your blog so that your content can easily be shared by others.

As we've discussed in other posts on this blog, segment your target audience. Don't assume that your mass data base of customers have the exact same interests, problems, or needs. By knowing your target audience in detail, you will be able to drive dynamic content to help you build rapport with your customers. Personalization is the key.

By putting a few of these ideas into practice will help you be head and shoulders above your competition and help you gain a competitive edge.

Are You Afraid to Use Facebook to Promote Your Company?

2010-09-12T22:30:00.000-07:00

Have you tried Facebook yet? If not, ask yourself why. Do you think it's just for grandparents to share stuff about their grandkids? Or perhaps it's for college students to share their weekend party arrangements? How about families who plan their annual reunions? Well, it's all of these and more. How about using it to promote your business? There are over 200 million people who are active on Facebook. Certainly some of those active users are your potential customers.

Facebook is an excellent way to promote your products or services and create a community around a particular theme. It's also a great way to get eyeballs looking toward your website or get people to sign up for your newsletter, or read your great marketing content. It's easy to get started. Here are a few tips to get your account up and running.

Start out by opening up a personal account. You'll get all of Facebook's features by starting out with a personal page. If you are afraid of privacy issues, set the privacy settings so just friends or friends of friends can view your personal page. You don't have to completely fill out all of the personal information. But, you probably want to upload a photo, start inviting people you know to "friend you" and start posting some fun information on your wall. Use the search capability to search for people you know who might also be on Facebook. Once your friends know that you are on Facebook, they will start inviting you to friend them, as well.

For business purposes, you can then start a business page. This is where you'll have the core of your business information. Be as detailed as possible and provide a compelling description of your business. You can upload photos, as well. If you have photos of products, you can start an album. Or, even add video to your page. Let your customers know that you are now on Facebook and invite them to "like" your business page. You can even download the code for a Facebook widget to place on your website, blog, eNewsletter, etc.

So, what do you write about on your business page wall? If you have a blog, you can easily post articles from your blog on interesting topics that are of interest to your customers. Also, start engaging with others. Post information on their walls. Make comments on other people's posts. The key is to engage with people. The more you engage, the more people will want to like your page. There's nothing worse that a stagnant Facebook page.

In order to get more "fans" you can advertise your products or services on Facebook. This is a pay-per-click ad similar to Google AdWords. You can target your ad for a specific period of time, to a particular audience demographics, or a particular geographic location. Ads help you to promote your Facebook page and help you to be found more easily.

Facebook keeps making changes all the time, so it will only get better in the future. For example, you can now customize your Facebook page by adding custom HTML, like a sign-up box for your eNewsletter, product information, or special promotions. So, what are you waiting for? Start promoting your business today with Facebook.

Calendar Marketing

2010-09-05T14:06:00.000-07:00

Do you have your Daytimer, calendar, BlackBerry or iPhone filled with important dates like birthdays, anniversaries and the like? Well, why don't you also plan your marketing tactics and put them on your schedule, as well? Too many times we just see the broad picture insofar as our marketing efforts. We just look at quarterly items that need to be accomplished rather than getting down to the detail. If you really plan your blogging, social media, eNewsletters, etc. you will be more efficient and will be able to get more accomplished. Here are a few tips that will help you get organized.

Make a plan. Commit to blogging, for example, twice a week. If you don't have the time to blog twice a week, take one day a month, collect topics you think your audience may be interested in, and write 8-10 blog articles at once. You can save the posts and than publish them at the appropriate timeframe.

Same with your eNewsletters. I find that most of my prospects are happy to hear from me every 4 to 6 weeks. I tend to send my eNewsletters out on the first of every month. That way, my subscribers know exactly when they should expect the next newsletter. In my industry, if my prospects or customers get more than 1 eNewsletter per month, they feel like I am bugging them. So, I try to provide them relevant content and interesting articles that they can use as reference tools. Plus I add each newsletter to an archive page so that my customers can go back at their leisure and read the articles at their own pace.

Engage your audience. I know everyone talks about engaging your audience and communicating and that is great. But, all of that engaging takes time out of your day to do your "real" work. So, I know why many companies haven't embraced the social aspects of marketing yet. They feel they need to hire an arsenal of employees to engage. And most companies just don't have the revenue to add headcount right now. Yes, it is time-consuming, but then again, maybe, you need to give up other items in your day-to-day activities that aren't giving you the bang for your buck. Are you on Twitter or Facebook? If not, maybe you should be. But, I hear the arguments, that it is a waste of my employee's time. If you make a plan to to spend at least 20 minutes a day, either at the beginning or end of the day to engage, then it becomes less burdensome. Engaging can become addictive and you may have a tendency to check your Twitter or Facebook or LinkedIn account every hour or so. But, disciplining yourself to checking it once or twice a day, will help you to focus on other marketing activities that also need to be accomplished.

So, no matter what type of marketing you are currently engaged in, it's always a good idea to schedule it. Now, with many new online tools that are available to handle the task and to automate your tweeting and posting activities, you shouldn't feel like you need to spend an inordinate amount of time on social media.

KIWI News ... Keep Up with the Marketing Buzz

2010-09-02T19:24:00.000-07:00

Are you confused with all of the new marketing trends? Sign up for our monthly eNewsletter where we provide you marketing hints, tips, and industry trends. Each month we select a hot topic and provide you the latest, greatest information. In addition, we show you examples to help you immediately use these new tactics.

Click on the link to take a test drive. If you like what you see, sign up now.

In addition to the monthly eNewsletter, we also produce a quarterly version that is available online or via snail mail. This expanded version is jam-packed with how-to marketing articles, current marketing trends, and awesome marketing advice. You won't want to miss a single issue. By signing up online you will be assured of receiving your personal issue of KIWI News every quarter. A $35.00 value, you get 4 issues a year FREE. If you prefer to receive KIWI News via snail mail, contact us on our Website.We can easily accommodate your preference.

As a bonus, you'll also receive monthly e-mail alerts which provide you up-to-the-minute information on the latest marketing tactics such as social media, online advertising, and eMarketing. And don't forget that back issues of KIWI News are also available as downloadable PDFs on our Website. Just click on the link below and it will take you to the sign-up form. We'll send you a FREE KIWI pen as a thank-you gift just for joining our mailing list.

So, let's get started. It's easy. Just click on the button below. After you create your account, you'll receive an e-mail with a link that will provide you instant access to the current issue as well as archived issues of KIWI News.

Take a test drive before you sign up. Click here to review archived issues of our monthly e-newsletter. If you like what you see, click on the Join Our Mailing List button and become a member of the KIWI Community. The next issue comes out October 1st. So, add your name to our mailing list.

What's All the Buzz About the New Marketing?

2010-08-31T12:39:00.000-07:00

Are you somewhat out of step these days with all of the new marketing buzz words? Well, you're not alone. With all of the social media, blogging, microsites, mobile and the like, how can you keep up with all of the different technologies to market your wares. Well, I've put together a glossary that may help you sift through the maze of today's marketing jargon. Here are a few terms to get you started:

Digital Marketing: According to Wikipedia, digital marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. Whatever that means. Basically it's just Internet marketing but also includes mobile phones, banner ads and digital outdoor billboards. It basically refers to direct marketing tactics but communicating with the audience using digital formats.

Online Marketing: Really is the same thing as Internet marketing, web marketing or eMarketing. It's basically marketing your products or services over the Internet. Some of the types of marketing described below fall into this category. It may also include eNewsletters and the like.

Social Media Marketing: This is where "engagement" comes in. In social media, such as Twitter or Facebook, you are carrying on conversations with your customers or prospects. Though most companies have only used social media as a PR function or a Customer Service function, many companies are finding that it is an excellent marketing tool for new product announcements, delivering company information, or announcing seminars, trade show attendance, etc. It is a good way to brand your products or your company. It is a very inexpensive way to get your message to your audience. And, it's a two-way conversation with your customers.

Content Marketing: It's exactly what it says ... creating and distributing relevant content that is deemed of value to your objective audience. But, it goes one step further. You deliver this content because you want to engage the customer and require s/he to take some sort of action. Whether that be to click on a link, sign up for something, or purchase something. But, don't think content marketing is just all about sending out a bunch of fodder. The keywords in this equation are "relevant" and "valuable" information.

Inbound Marketing: This is really setting up your website as the center of a wheel and then making sure those spokes are connected to your website via search engines, blogs, and social media sites. Basically, you will be using methods to attract your audience to come to your central site. Proponents of inbound marketing feel that outbound marketing tactics are easily filtered out. And, that is true to a certain extent. So, inbound marketing allows you to pull people to your website. But, while they are there, make sure you have special landing pages, updated information, and ways to convert those inbound leads to sales.

Outbound Marketing: Many advocates of inbound marketing are shunning outbound marketing. This is the traditional type of marketing where you push your message out to the masses. Where most marketers fail is that they just push and don't pull the audience in to convert those leads to sales. Yes, back in the day, your audience may have filled out a zillion reader service cards or filled out lead forms at a trade show but now everything is electronic and that usually means your website. But, you still can use direct mail, print advertising, and trade shows to get your message out. Just don't forget to draw them in with inbound marketing tactics as well. I feel that you really need both inbound and outbound marketing tactics. Taking a synergistic approach is the best. One tactic feeds off of another, so to speak.

Search Engine Marketing: Or SEM as it is sometimes called is another form of Internet marketing to help your potential customers to find you more easily in search engine results pages (SERPs) though the use of search engine optimization tactics, or paid placement such as Google Ad Words. Companies spend thousands of dollars annually with SEO consultants who claim they can get your company on page one of any search. But, beware of snake oil salesmen. While there are some very good SEO consultants and I'm a proponent of optimizing your website, you may not be on page 1 for every keyword in your industry.

Article Marketing: Is a great way to advertise your business via short articles related to your respective industry. It is similar to writing feature articles for a trade magazine. But, instead of seeing your article in print in hardcopy, your article is displayed digitally on an ezine website. Many ezine sites such as buzzle.com or ezinearticles.com are easy to access. But, you will most likely want to find ezines related specifically to your industry and that your customers read. It's a great way to distribute information about your company without being overly promotional. However, these sites usually allow you to include with your article a short bio on the author and contact information. This is a great way to use inbound marketing. Readers can then click on a link to get more information about your company and land at your website. Another advantage is that other authors or bloggers can re-post your article on their website or blog and link back to your website. This is another way for your company to be viral on the WWW and gain more exposure. If you re-publish someone's article, be sure to get permission and cite the reference.

Mobile Marketing: Now with the numerous hand-held devices available (smart phones) mobile marketing is taking communication to a new level. It's taking your marketing and placing it on a mobile communication device. It is a very interactive way to communicate with your customers. Static ads or coupons were the only forms of advertising available on mobile phones but with the latest technology, consumers can download videos, access web pages, or read articles online. With the newer location-based services (LBS) it now easy to track the location of your customers and create specialized offerings. Even services such as on-line banking are easier to integrate with most of the new smart phone technology. But, with the openness and access there also is concern about privacy and identity theft. So, beware of what type of information you are requesting from your customers when using mobile applications.

PR Marketing: Sounds like an oxymoron. Is PR really marketing? Yes it is. Now with services like PRWeb and other online PR services such as prnewsonline.com it is so easy to reach millions of people instantly. By sending out Press Releases it also is a great way to increase your website traffic and help out with SEO. Plus you can gain access to thousands of online journalists. But, don't just send out idle fodder. You must use the same principles of newsworthiness, readability, and valuable content that you would for any traditional press release. Some PR services are free and others are very cost-effective to get your message to RSS subscribers and major social media sites. Many of the online PR services also offer you the ability to attach PDFs, videos, or images to further enhance the reader's engagement.

Speed Marketing: I just made that one up. But it is akin to speed networking or speed dating, where you have 5 minutes to give your elevator spiel about your product or service. Many Chamber of Commerce organizations are sponsoring these type of events. They started more for individuals who were "in transition" but it also is a good way to find companies that have synergy within your industry. You may find a way to co-market products that are complementary or find future business partnerships. I see this happening in the medical device industry with several industry groups.

So, hopefully, these definitions help clear up the confusion of all this new marketing buzz. Let me know if you come up with any additional words to add to this glossary.

The New Face of Public Relations

2010-08-31T12:26:00.000-07:00

Publicity, PR, press relations, public relations, news releases, whatever buzz words you're used to, PR is changing. And it is changing due to social media, blogging, Twitter, microsite groups, and the like. Gone are the days where a PR agency was hired by a company to create buzz either through press releases or staging events. PR has gone through a metamorphosis during the past decade. Since anyone can sign up with such entities as PRWeb, everyone now is a PR expert. Right? NOT!

PR still needs to be newsworthy even though the delivery systems are simplified and available to a mass number of people. But, that causes many problems for companies these days since there is so much media to monitor. It used to be only several major national or local newspapers; maybe the big 3 networks. Now, individuals who create a blog in an instant are reporting the news. And that's where many companies fail to embrace the new trends.

I recently viewed an on-demand webcast titled "Retweet Engagement Means Business" created by Vocus, PRWeb's parent company, and I listened to several excellent speakers on the subject: Brian Solis, Lee Odden, Beth Harte, and Deirdre Breakenridge. All of them spoke about the new face of public relations even though they focused on individual topics. Brian spoke about Engage or Die. Lee's topic focused on Search Engine Optimization of online PR. Beth was more about integrating marketing communications. Deirdre focused on social media power. But the one common thread they had was a discussion about the engagement of your target audience. No longer is PR about pitching a story to an editor ... but it is about engaging your audience. That word "engage" scares most PR professionals. Aren't they just supposed to push their stories out there and hope and pray that someone picks up the story? And if they are even luckier, maybe the editor will actually call and want to interview that company's executive? Not any more. Anyone can now speak positively or negatively about an experience they've had with your company. From bloggers to YouTube videos to Facebook and Twitter posts, companies need to know how to react and monitor these impressions.

One of the speakers gave an example of how to take advantage of a news event. He relayed a major airline's handling of a PR situation and how other companies took advantage of the event and gained great PR for their company. The story goes like this: A disgruntled passenger, who was a musician, had a guitar that was lost or damaged in transit on a flight. Unfortunately, the airline wouldn't make any recompense to the passenger. So, the passenger decided to take his plight to the blogosphere. Since he was a musician, he wrote a song and made a video that he posted on YouTube. When the airline got wind of the story they panicked, consulted with their attorneys, and decided to do nothing, hoping that the bad publicity would go away. On the other hand the manufacturer of the guitar got wind of the story and offered a brand new guitar to the passenger. Another manufacturer of guitar cases got wind of the story and worked with the passenger to create a unique traveling case bearing the passenger's name made specifically for airline travel. Unfortunately, because the airline was not willing to engage with the public before, during, or after the crisis, the bad publicity lingers on. Yet two other companies who weren't even involved in the media crisis used it to their advantage.

If you are actively engaging with your customers, rather than just trying to push news out the door, when a crisis does happen, you will be better equipped to deal with it. So, this next year when you are putting together your PR plan, look at PR in a new light ... engagement is the key buzz word.

Are Trade Shows Still an Effective Marketing Tool?

2010-08-24T18:08:00.000-07:00

With the high cost of travel, drayage, exhibit construction, and booth graphics, are trade shows still a viable marketing tool? Trade shows surely must have the highest "cost per contact" rate of any marketing tool in your toolkit so why do companies still spend millions of dollars a year on industry trade shows? Because prospects still want to touch and feel your products and want to have face-to-face contact with the company. In other words, they want to know that you are "real" and not a figment of their imagination. But, the good news is that you also reach a highly targeted group of people whom you might never reach via other marketing vehicles.

But, there are a few specific things you should know about trade shows to make your budget go further:

Make sure you pick the "right" trade show. Don't waste your money on shows that your potential audience doesn't attend. With over 14,000 trade shows the task of picking the right one can be daunting. TSNN.com has a comprehensive online directory of trade show data that should help you select the proper shows. Once you have narrowed your list down, contact the organizers of the trade shows and ask them to send you a comprehensive audit and demographic information for each show.
Teaser gifts still work. Studies have shown that sending a gift along with an invitation drew more attendees to an event that just individual invitations alone or invitations with redeemable coupons. You can certainly send the invitations to your in-house list but it is better to use the pre-registration list if the show provides access to one. That way, you are guaranteed to reach people who intend to attend the show.
Make sure your booth is esthetically pleasing and that means really good signage. Small signage, confusing signage, or just plain bad signage is like having no signage at all. To stand out from the crowd your signage needs to blare out your message. With new digital signage it is easier than ever to present your company in a positive light.
Staff your booth effectively. Too many staffers or not enough is a cardinal sin. When you have too many staffers, they usually have a tendency to talk to one another and ignore the prospects who want information. Too few staffers and your potential customers will go to your competitor's booths. Have a review meeting after each show and ask the staffers what they felt went right and what went wrong. They can provide you some excellent feedback so you can plan the next show more successfully.
And while you spent a lot of money on the trade show, now the real work begins after the show. Failure to follow up on leads is the number one way to mismanage all of your efforts. Now with the new infrared card readers, you can glean a lot more information about your prospects than ever before.
Track your return on investment (ROI). With so many companies now demanding metrics for marketing budgets, it is important that you tie in the sales revenue that came directly from a particular trade show. With Customer Relationship Management (CRM) software, it is easier than ever to track the cause and effect relationship of sales to a particular marketing activity.

So, next time you are planning your trade show schedule, keep a few of these pointers in mind to ensure you have a successful trade show season.

Why Traditional Marketing Still Works

2010-08-22T10:24:00.000-07:00

With all the social media marketing, content marketing, inbound marketing, digital marketing, mobile marketing, search engine marketing and the like, I still contend that "good" old-fashioned marketing works and that the buggy whip can still be in vogue with all of the iPhones, Blackberry's, and droids that are around today.

What I mean is that the technology has rapidly changed, but marketing still remains the same. Marketing is marketing. And "good" marketing is "good" no matter what the new age delivery tool happens to be. Now, more than ever, it is important to understand marketing principles. With so much information being blasted to so many people ... by so many people, how do you ensure that your message is heard above the roar of the crowd? You can only do that if you are very lucky, popular, or if you understand good old-fashioned marketing.

Marketing is defined as "a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others" according to Philip Kotler in his book titled Marketing Management: analysis, planning, and control. So, marketing is a process, not a tactic, not a strategy; it's not new age technology ... it's a social process that has many different techniques, tactics, strategies, and innovative delivery technologies to create that exchange.

But, I find that most people in the marketing role don't have a clue as to what "real" marketing is all about. They keep trying this and trying that and nothing seems to be working. I'll give you a real-life example. I recently met with a colleague of mine and he was somewhat troubled as to why his business had slowed down. I could have told him "It's the economy, stupid." and been done with it, but that would have been too easy. So, I listened intently to his dilemma. Despite the fact that he had an enormous data base of prospects, had been a guest speaker at numerous conferences, professional society meetings and the like, his phone just wasn't ringing. Now, this guy is a great marketer. He speaks about it and is considered a guru in many circles. But, he couldn't figure out what he needed to do about his own company. He was too close to it and couldn't see the forest for the trees. It was obvious to me, as I listened to his story, that he wasn't applying the basic principles of marketing that he so grandly spoke about in his presentations.

He had not segmented his data base of prospects into manageable categories, for one thing. Not even by job title, industry, geography, or any other demographic data that he might have had. He also wasn't following up and communicating with these prospects on a regular basis. Therefore, he wasn't offering them something of value. He would touch them once when he first met them and then let the prospect die on the vine.

So, despite the fact that he had a large net and was catching a lot of fish, he had a hole in his net. In other words, he wasn't converting those prospects to sales. He also was spending too much time and money on tactics and prospects that never in the world would have a need for his services. So, he should have thrown those fish back into the sea. For so much effort he was achieving very little success. And this guy is a marketer extraordinaire!

Another point I made to him was that he had pushed his expertise in certain areas and had done such a great job at it that he was known as the (fill in the blank) guru. Unfortunately, that's not what he wanted to be known for, recognized for, or hired to do. And then he couldn't figure out why people weren't calling him for the other marketing services he provides. He had entrenched himself into a niche so deeply that now he couldn't dig himself out. And, also unfortunately, the niche he had created was not a profitable one. In other words, people didn't want to pay for that expertise.

So, the moral of the story is ... follow some good old-fashioned marketing principles no matter how the technology changes in the future.

Do All Your Customers Look the Same?

2010-06-07T22:31:00.000-07:00

Gone are the days of mass marketing to an unknown entity. Today's marketing must be focused, narrowed, and targeted. Do you differentiate your customers? Or do you put them all in the same pot, so to speak? We now have many tools available to us to help marketers make those distinctions.

Most companies now have customer databases but I find that the information gathered is sketchy at best. The data base is not necessarily complete or when contact with a customer is made, the data base is not updated. Or worse, some companies have the most pristine data base with lots of data and information but they never review it, analyze it, or create usable reports that will help them put effective marketing strategies into place.

Do you know why your customers buy your product or service? Gathering that information will be very beneficial to you during your next planning cycle. What is so unique about your product or service? Do you have some sort of unique process? Do you have a unique delivery system? Do you guarantee the results? Find out why your customers love you. Rather than being a "me too" company, create an exciting message around that uniqueness.

Segment your customers and prospects, for that matter, into viable categories. Start out simply by industry, general demographics relating to your product, and then try to categorize by psychographics. This is where you'll need to know people's buying process. But, don't go overboard and have too many categories so that the information is not meaningful.

Ask your customers on a regular basis why they hired you, what you could do better, what other products or services you could offer. With online survey services readily available today (note: some that are inexpensive or even free) there is no excuse not to canvass a random sample of customers or prospects. Take the opportunity via your customer service reps, at trade shows, or any other face-to-face meeting you may have to garner information.

So, don't treat all your customers the same. Each one is unique and you should offer them specific products and services to meed their individual needs.

Networking Your Way to Success

2010-04-18T22:19:00.000-07:00

Do you know how to work the crowd when you are attending a corporate function? Do you just stand there like a wallflower waiting for someone to come up and talk to you? Or are you the one who makes the effort to introduce yourself. Networking is vital to being successful in business today. Whether you are an entrepreneur or have a long-term career at a company, networking can make or break your career.

Here are a few tips to help you make the best connections:

Remember it's not who you know but who knows you. You may know a lot of people but if no one knows you...you won't be the one getting that call for that job offer, that contract, or that promotion.
Use your existing contact to make new contacts. Stay in touch with existing contacts on a regular basis. If you need help with something ask your contact to mentor you. Or vice versa, offer to become a mentor.
Stay visible. With the world of Facebook, Twitter, LinkedIn, etc., we often get bogged down with just writing messages. Keep up your face-to-face connections. Attend networking events on a regular basis.
Join professional organizations. Keep up to date with current technology by joining professional organizations in your field of expertise. Join the local chapter. Attend the business meetings. Volunteer to chair a committee.
Schedule your time effectively. Once you start networking you can drain yourself of time and energy by attending every event possible. Be selective and pick the events that will be most effective in helping you to network.
Be open to new contacts. Your leads can come from unexpected sources. You may not think that you should network with individuals outside of your field. They may know someone who is the decision maker.
Write articles for the professional association newsletters or journals. Get published in other trade journals. Show your expertise in your area of knowledge.
Give presentations at professional meetings, trade shows, conferences, etc. Let people know what you do.
Change your attitude about networking. Enjoy making new contacts. It is a great way of sharing resources and information.
Categorize your contact list. This will make it easier to contact the right individuals when the need arises.

If you take some of the guidelines to heart, you will become more comfortable promoting yourself and will create visibility for yourself and your business.

BLOG HAS MOVED

2010-04-02T23:56:00.000-07:00

Just a note to let you know that this blog has moved to:

http://blog.kiwi-comm.com

Building Brand Awareness at Trade Shows

2010-03-01T23:32:00.000-08:00

First quarter for most companies is trade show hell. I know I've had my share of them. Some that are back to back. But, are you getting the most out of your trade shows? I attended one in January and I was so amazed at some of the smaller companies who had no visitors ... and I mean no visitors ... coming to their booth. I inquired to find out how the show was for them. They said it was okay. Even though they weren't getting much traffic, very many leads, or much interest, they still felt they needed to be at that show. Not really the results that I would want if it were my company.

So, how do you promote yourself and integrate brand awareness into your trade shows? It's very easy. Remember these three rules.

Remember the "C" word consistency and the "R" word repetition. Loyal customers will remain true to you if they trust you. So, if you communicate to your customers what you stand for, they will come back for more. Keep your image consistent and repeat it in all of the marketing materials that you use for the show...from the tchotchkes to the pre-show mailer, to the literature that you hand out.
Make sure your corporate identity, that is, your logo, tagline, slogans, typeface, colors are all consistent in your marketing literature, website, and even e-mails. When people see you they will recognize you just by looking at your logo, layout, or colors.
Know your customers' perceptions of your company and products. If you don't have a clue how people perceive you, then do some informal surveys at the trade show. What a great way to informally ask people what they like or don't like about your company.

Your exhibit booth should be considered just like any other marketing communications vehicle. So, make sure the graphics, the colors, the logo, etc. are consistent with your other marketing materials. Be sure you are conveying a consistent message with your booth graphics and that message should reinforce your overall corporate branding message.

Too often companies will just show up, set up the booth, and hope the people will come. What incentive did you give them? Did you announce that you were attending the show? Did you do any pre-show activities, plan any events, or promote your company in any way? I see so much wasted marketing dollars being spent on trade shows that aren't successful. Did you even set any goals for the trade show so that you know if it is successful or not?

Train your staff to engage people to come into your booth and see what you have to offer. I see so many sales reps just talking to themselves. Or worse yet, they have their backs turned or their arms crossed which shouts "Stay Out". So, make your booth inviting. Make people be curious to find out what you are all about. One way to do this is through pre-show promotion, whether it be pre-show mailers, e-mail blasts, advertising, or web advertising.

And, don't forget to follow up after the show. Again, maybe you had a successful show, but you would never know it if you don't leave a good impression upon your exhibit guests. Show them that you care. Provide them the information they requested. And follow up with them again several weeks after the show to see if they need any further information.

All of these activities contribute to create a great experience, which, in turn, builds brand awareness for your company.

Neuromarketing: Have you Tried it?

2010-02-22T19:35:00.000-08:00

According to Wikipedia, "neuromarketing is a new field of marketing that studies consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state such as heart rate, respiratory rate, galvanic skin response, etc. The goal is to learn why consumers make the decisions they do, and what part of the brain is telling them to do it."

It's long been known that people aren't necessarily truthful when asked if they like a product and why? So, neuromarketing takes market research to the next level and focuses on the subliminal nature of the brain's response. It's really neuroscience combined with marketing research. Neuromarketing helps the marketer understand what exactly the consumer is reacting to, whether it be the color of the package, the sound the product makes, or some other nuance.

In a recent article in the Wall Street Journal, the author described how Campbell's Soup recently used neuromarketing to rebrand its soups. They now have categorized their various product lines and have made the brand more evident by color coding the labeling. The company identity is much smaller and at a lower eye level so it isn't so prominent. Campbell's is hoping that an emotional response will be triggered when consumers see the new branding in grocery stores, and, in turn, will stimulate sales of their soups.

In the past, neuromarketing was a very expensive approach to marketing, but it is definitely more affordable as technological advances have been made. So, it is more accessible to more companies. Now, you may not be ready to embrace this type of market research for your company, but you may be able to stretch your marketing efforts a bit to really understand what drives your customers to purchase your products. As the technology matures, neuromarketing also will grow in popularity and use.

Happy Valentine's Day

2010-02-13T22:48:00.000-08:00

Tomorrow is Valentine's Day...a day when we show our sweethearts how much we love them. But, do you also show your customers how much you care for them? Do you nurture those sales leads? Do you follow up with customer inquiries? Do you handle customer complaints in an efficient, caring way? I'll bet you that many companies don't spread the love to their customers on a consistent basis. You're probably too busy chasing new customers and dropping the ball on paying attention to existing customers. So, why is customer retention so important?

Yes, I agree we all need new customers and we all need to continue to grow our database of prospects. But, marketing tends to generate inquiries and doesn't think about developing programs to maintain and preserve the equity they already have in their existing customers. I know we would all like to have our customers stay with us "until death do us part" but we know in reality that isn't possible. But, what can you do to spread a little love to your customers? Here are a few tips.

Make sure you are in constant contact with your customers. This is easily accomplished through monthly e-newsletters, your blog, or some other type of regular correspondence.

Offer your loyal customers some incentive to remain loyal. Make them feel special. Give them special previews of things to come. Provide them information before you send it out to the general public.

Create special marketing programs just for existing customers. You could offer a discount or invite them to a unique event for customers only. Whatever you do, make sure they feel special.

Ask your customers to participate in surveys so you receive feedback (both good and bad) in order to improve your customer service, products, or how you interact with those customers.

Plan an open house and showcase your facility. This is a great opportunity for your customers to have one-on-one conversations with your executive management. This can be a very good learning experience for all.

So, this Valentine's Day, don't just think about your sweetheart. Think about how you can make your customers feel loved. You'll reap many dividends for years to come.

New iPad from Apple: Have you seen it yet?

2010-01-29T16:46:00.000-08:00

All the buzz this week has been about Apple's new iPad. What do you think about it? Will you go out and buy one when they hit the stores?

I'm sure most of the early adopters and techie people will jump at the chance to buy one, especially since Apple has priced them in an affordable price range. But how do you think business-to-business applications may use this new tool? Right now, most of my clients are still PC based and use a Blackberry rather than an iPhone for text messaging and retrieving e-mails. So, do you think this technology will be widely used in businesses at some time in the future?

I, for one, can see it being a great tool to display my portfolio or provide a really beautiful presentation when I'm pitching a client. And, also as I am sitting in a meeting, I can take notes using the word processing capability of Pages. I, of course, being in the marketing and advertising profession, am an Apple fanatic, anyway.

But, I see this technology going even further at some time in the future. Think of all the applications that can be written for such a device. Wireless and portability are the wave of the future. Even Steve Jobs said, "Apple is a mobile devices company" in his keynote speech when he introduced the iPad on January 27, 2010. The new tablet is positioned as a product in between the iPhone and the laptop. I'm not saying your desktop computer is technology of the past but mobility is definitely the buzzword of the future.

Marketing Research: It's Chicken Soup for Your Marketing Plan

2010-01-26T23:36:00.000-08:00

I just returned to the office after attending a trade show in Palm Springs, CA. While I was there I was approached by someone who was starting a new company and wanted to get some market research to confirm this entrepreneur's thoughts and ideas about a particular marketplace. I got to thinking that many of my clients don't often add market research as a component of their annual marketing plans. And I wondered why not. Of course, if you are starting a new company, I thought it would be wise to confirm your theories about the market trends but why don't established companies want to budget even a little bit of money to either purchase marketing research or design their own market research study? And even if they do spend the money, why does the report usually sit in a desk drawer and never is read or analyzed?

Well, I'm not sure that I've come up with a good answer, but I think sometimes we don't want to see or hear the truth. If your company is humming along at a pace that is comfortable to you, you probably don't want to hear that you should be moving in another direction. Or, if your company is making buggy whips, for example, you don't want to hear that the automobile has replaced the horse and buggy. I'm being facetious, of course. But, I think most of us plod along doing the same thing year after year because that's all we know how to do or because it's just too difficult to push that boulder up the hill. We don't want to make waves in our company. We don't want to get caught in the political crossfire. So, we don't do any market research.

Time to change your attitude about market research. It is an invaluable tool to either confirm that you are headed in the right direction with your marketing strategies or to pull you in the right direction. For example, if you find out that the particular market you currently serve is trending downward and that some other technology is replacing it, why wouldn't you want to re-applicate your product line or create an entire new product line to continue to serve your customer's needs?

Market research doesn't need to be expensive. There are two types of market research. The first type is called Primary market Research. This is research that you gather yourself. You could hire a market research company and spend thousands of dollars, but you may already have much of the information you need in-house. Talk to your sales reps. They can be a great source of industry information about your competitors, about your customer's wants and needs, and about general industry trends.

You can also plan a small focus group in conjunction with a trade show where you know your target audience will be attending. Develop a short 5 question survey and distribute via e-mail or on one of the social media sites. All of these ideas are very cost effective and easy to accomplish.

The second type of market research is secondary market research. You can find much of this type of research on the Internet. Some companies typically will sell their research studies for a fee. But, there is a lot of information for free on the Internet. You can garner this type of information from trade associations, government databases through the Freedom of Information Act, and don't forget your local library.

So, make a resolution for 2010 to gather information about your products, your customers, your competitors, or industry trends. You'll be able to make better strategic marketing decisions with good solid marketing data in hand.

Nurture Marketing

2010-01-12T15:41:00.000-08:00

Have you heard of Market Nurturing or Lead Nurturing? Well, just as you tend to a seed with plenty of water, fertilizer, and sunshine, so also should you tend to your sales prospects.

So often we treat all of our sales prospects the same and put them into the same box. But, they all aren't the same. And heaven forbid that we treat all our customers the same. They each have unique characteristics and needs.

Did you know that many of the sales leads generated by marketing get ignored by sales reps because they are not sales-ready leads. So, don't listen to your sales reps who say that these leads aren't "hot". Help move those prospects further along the continuum towards a sale. Cultivate the relationships by being a good resource or a trusted advisor to your prospects. Here are a few suggestions to convert those leads to sales:

Target the right people in the right company.
Find out their buying process.
Study your ideal customer.
What are their priorities and challenges?
Set a goal, for example, to have one relevant touch every month.
Categorize your leads by their place on the continuum, such as in the beginning stage, intermediate stage, or sales-ready.

So, nurture those leads. Engage your prospects and nurture them to become sales-ready.

HAPPY NEW YEAR

2009-12-30T23:01:00.000-08:00

We wish all of our readers a very happy and prosperous New Year. Thank you for all your support this past year. We thank you for your loyalty. Please provide us some feedback so that we can make this blog even better in 2010.

CSXXWMC9WXVB

Adaptability, Flexibility, and Evolvement

2009-12-17T17:51:00.000-08:00

Is your company stuck in a rut? Are you adverse to change? Do you have the attitude ... we've always done it that way? Well, you're not alone. Many established companies are not nimble enough to take their marketing to the next level. But, what I'm really surprised about is that many start-up companies also are not taking advantage of some of the latest marketing tools available.

Yes, as you know, I am an advocate of planning and actually putting a marketing plan into writing. But, some companies feel this is only an annual task and then put their plan in a drawer only to revisit it the following year. A marketing plan needs to evolve during the year. You need to be able to react to your competition. If a great opportunity is presented to you, you should take the challenge and rework your budget and plan to take advantage of a once in a lifetime opportunity.

I'm also quite stunned to see how many companies still have not embraced social media or even public relations. I think there is a fear that someone might say something "bad" about their company. Chances are people are already making negative statements somewhere. But, I would rather know about it and be able to control it and nip it in the bud. Some of your worst critics can turn into your best supporters if you handle the situation properly and in an expedient timeframe. Social media is one of the best ways to keep abreast of what your customers are saying about your company.

Marketing is all about adapting your message, flexing your plan, and evolving your products to meet the market needs. If you don't evaluate where you are and you don't have a plan for the future, you'll be like a boat without a rudder and will be spinning out of control.

Getting the Most out of Your PowerPoint Presentations

2009-12-02T23:16:00.000-08:00

Do you often have to make presentations to a crowd or even to an individual during a sales meeting? And do you mostly use PowerPoint slides during your presentations? But, did you know there are a few right and wrong ways to use PowerPoint slides? Here are few tips to help you make your next presentation successful:

Don't place everything including the kitchen sink on one slide. Too many people use 8 pt. type and have written a novel on one page. Your audience will be too busy reading your slides and won't be paying attention to your presentation. Keep your slides down to a title, maybe a subtitle, and 3-4 bullets maximum. Your goal is to have your slides reference what you are discussing. So, you need to know your presentation cold and not refer to your PowerPoint slides as your cheat sheet. If you need help remembering your presentation points, by all means, use index cards that you hold in your hands.

Use a maximum of 2 slides per every 5 minutes for a 30 minute presentation. And, that includes your title slide, agenda slide, and a closing slide. So, that's about 12 slides per 30 minutes. So, how do you engage your audience to keep them interested in the topic being presented?

If you have an Internet connection, you can easily switch back and forth from your PowerPoint presentation to a page on your Website or blog. Consider showing a short video, if that refers to your presentation. Give your audience a way to interact with your presentations rather than have you do all of the talking and they do all of the listening. Webinars have figured this out by offering audience participation with comments and questions.

Don't use too many pictures, charts or other illustrations in your PowerPoint presentations. Only use them if they really help explain a concept. Too much clutter just makes your audience concentrate on your pretty pictures and not on the content of your presentation. In other words, keep your slides, neat, clean, tidy, and to the point.

Even though PowerPoint has a lot of bells and whistles your job is not to convince the audience you have expertise in manipulating the PowerPoint software. Your job is to make a sale, persuade someone in your company about a certain topic, or communicate some new technology. So, keep your template simple. Don't use too many font sizes or font styles. Use all of the typical graphic design guidelines you would use for a brochure or other printed literature.

Here's to your next presentation.

Wondering What To Do About Your 2010 Marketing Plan?

2009-12-01T09:00:00.000-08:00

Are you even developing a marketing plan for next year? I certainly hope so. Even the smallest of businesses should have a marketing plan, including marketing services agencies. I see so many small marketing firms so busy doing work for clients that they ignore their own needs for marketing. What typically happens is that they scramble to market themselves during the down times and skip the marketing during the busy times. But, marketing is all about consistency. Consistency of message ... consistency of timing ... consistency in the distribution of that message. This is regardless of what size company you own or work with. It's a constant battle for any entrepreneurial business. So, here are a few tips to help you develop next year's plan.

Start out by making some marketing goals for your company as well as some sales revenue targets and company goals. What do you want to be when you grow up, so to speak? Create a mission statement and develop and overall company philosophy of how you want to run your business.

Decide how you want to meet your goals. What types of marketing activities will you have to do in order to meet those targets? Will you need to expand your product line? Will you need to focus on new applications? Is your customer base shifting? Will you need to look for customers in another industry?

Analyze your competition. I know most small businesses think they don't have any competition and that's where they make a big mistake. We all have competition from someone or something. It could even be a new technology that will replace the need for your product or services.

Truly analyze your strengths and weaknesses. Be brutally honest about what you do right and what you do wrong. Even canvass some of your customers or vendor partners to get a third party to comment.

And, don't forget the four P's of marketing: Product, Price, Place, and Promotion. Does your product name intimate what it does. Should you rename it, reposition it, repackage it, or upgrade the quality of your product? Is the price right for your market. Have you priced yourself out of the market or underpriced yourself? Are there any price barriers in your market? Are there any external regulations that may affect your pricing strategy?

How do you distribute your products? Do you have a sales force? Or are you a one man show? Do you need to hire an account executive to help you get new business or are you the principal and your name and image is the image of the company?

And last, but not least, how can you promote your products? Many small companies have a tendency to skip this part because they feel it is too expensive to advertise or use other methods to promote their products or services. Don't have the view that "if I build it ... they will come" because your product is so terrific that everyone will be scrambling for one. You'll find out that no one knows you, and no one cares, either. So, spend some money on advertising. With social media, the barriers to promotion are almost nil.

You need a marketing strategy and a plan. Analyze your successes and failures this past year and put a plan in writing. Having a guide to follow, will pay many dividends.

Don't You Think It's Time to Stop Selling Your Products and Start Making Sales?

2009-11-30T13:24:00.000-08:00

Is your sales process backfiring on you these days? Are you still taking the "traditional" approach to selling your products? That is, telling your customer whatever they want to hear? Or, telling your customer whatever they want to believe? And, this is exactly why customers hate dealing with sales people. They feel they've been "conned" into believing something that isn't there.

"Selling" and "making the sale" are total polar opposites. Making the sale is a process ... not an event when the customer signs the purchase order. And many times, the process is a long drawn out one and not a quick signature on the purchase order.

Many sales people don't have a clue who they should target. The task should be to clearly identify to whom you would like to do business. Selling to people who have no need for your products or services doesn't even make sense. But, some sales people will continue cold calling every phone number they can get their hands on, and to no avail.

You need to cultivate a relationship with your customers (existing and potential). Don't just be interested in what did they buy this week. Think about the potential for sales a year from now. I spoke to a sales rep recently who had sold two high-priced instruments to a customer he had been doing business with for years. Even though this customer had not made a purchase in years, she was now at a company who had budget for his products. It was almost a slam dunk sales process because he had spent over eight years cultivating the relationship. When the opportunity came, the customer called him and no other companies.

Look at the purchase order not as a "sale" but as the customer's commitment and loyalty to your company and its products. Be seen as a partner rather than a sales person. Your customer will develop a sense that you are an indispensable part of their decision-making process. People are looking for expertise these days so expand your knowledge base about your products so that you represent yourself as the reigning expert in your field.

So, stop selling and start making sales.

The Value of Customer Testimonials

2009-11-19T18:58:00.000-08:00

Have you ever gotten a testimonial from a customer but did nothing with it? Customer testimonials are valuable marketing tools, especially if it is a testimonial from someone of influence. So, how can you use customer testimonials to market your company? Here are a few ideas:

Of course, the obvious answer is to place them on your Website. Many companies are reluctant to brag about themselves so customer testimonials are a great way to say great things about your company from a credible source. It's a great way to tell other customers about your great customer service, reliability of your products, or honesty and integrity of your sales force.

You can also integrate them with social media. It's a superb way to direct people to a video of your customer telling the world about a great experience they had in dealing with your company.

If appropriate, you can add the video as an attachment to an online press release. You may have to edit it to fit the specific release you are sending, but it's a great way to get your message out to your audience.

Use testimonials also in your printed literature. And, don't just put generic information such as a title. Use the "real" person's name, title, and company. But, make sure you have permission to use it. Some companies frown on their employees endorsing another company. And others applaud it and enjoy having the publicity for their company. Work with your customer's public relations department so that you can have a win-win situation. You get the benefit of the testimonial and your customer also gets some much needed free publicity.

It is well worth taking the time to develop those good working relationships with your customers. You want to have them as a customer for life. So, ask your customers if they would be willing to provide a testimonial. You'll be surprised how many say yes.

Rethinking Marketing: Outbound vs. Inbound Marketing

2009-11-16T22:56:00.000-08:00

Do you know the difference between outbound marketing and inbound marketing? Are these even familiar terms to you? Well, if you are a "traditionalist" you may not have heard of this terminology before. Here is a definition in a nutshell.

Outbound marketing really is "traditional" push marketing, where you push your message out to your potential customers via different channels. For example:

Television advertising
Radio spots
Telemarketing
Sales person
Direct mail
Magazine or newspaper advertising
Trade show attendance

Inbound marketing, on the other hand, is drawing people to your Website through various means. Some examples of inbound marketing are:

SEO/SEM (Search engine optimization/search engine marketing)
Blogging
Social media
RSS (Really Simple Syndication) subscriptions
Online public relations
Offering free tools or trial subscriptions

So, which one is better to use in today's working environment? I think that is the debate of the century. Many companies specializing in SEO/SEM will tell you that inbound marketing is the most effective and that outbound marketing is outdated. Well, I beg to differ. In my opinion, I think they both are still viable options for most B-to-B companies. I have to admit that I was slow to embrace some of the new social media. But, I have found it is an effective tool to network with colleagues, find new customers, and gain access to new information.

On the other hand, I also recently have had much success with traditional direct mail, e-mail newsletters, and good-old printed newsletters. Plus, following up with people who have shown an interest in my services, is a very important piece of the pie. It's all about developing that relationship. I don't think it matters whether that is through Twitter, a phone call, a personal letter, or a sales call. It's more important how you follow up rather than through which means you follow up. It's also based on the age of your customer-base. But, that's not exactly true, either. I have spoken to many younger (18-25 age group) people who won't have anything to do with Twitter and Facebook.

I guess the moral of the story is don't come to conclusions about marketing so fast. And, don't throw the baby out with the bath water, so to speak. There is a place for both outbound and inbound marketing. You just have to analyze your customers, your products, and your goals and objectives for your company.

Give us some feedback on your experiences with inbound vs. outbound marketing for your company.

Mobile Marketing Expenditures on the Rise

2009-11-13T00:30:00.000-08:00

Here's a good article on mobile marketing from Hank Mondaca. On his blog, The Mobile Marketer, Hank charts the growth of mobile advertising for the next five years. While mobile advertising has been slow to catch on, the prediction is that budgets will steadily increase.

Click on the link to The Mobile Marketer to read the complete article.

Basics for E-mail Marketing Success

2009-11-11T23:04:00.000-08:00

Here are a few basic tips to guide you on the path to e-mail marketing success. You can expect higher returns on your email marketing investment if you adhere to these basic principles.

Take a look at your e-mail marketing database list. Send your e-mail announcements only to people who know you. If they don't recognize your company name you are most likely to get your e-mail stuck in a spam filter. So, make sure all of the e-mail addresses you have on your database have opted in to receive your e-mail announcements.

Think of your e-mail addresses as people not just as inanimate objects. Because, after all, there is a person and hopefully a customer attached to that e-mail address. So, treat that e-mail address with respect. Don't sell your e-mail addresses. Make sure you include a privacy statement on your Website and on each e-mail you send out. E-mail marketing is about building relationships.

Segregate your e-mail contacts into various categories befitting of your particular industry or company requirements. This will help you to tailor your e-mail announcements to a targeted audience. One size doesn't fit all.

Engage your audience. After all, this isn't a one-way conversation. Ask your readers to click on a link for more information. Make your newsletter layout, fonts, and graphic images look inviting. Draw the reader's attention to your announcement.

Maximize your delivery rate by formatting your e-mail appropriately. If you use one of the e-mail service providers such as Constant Contact or iContact, for example, they can review your e-mail and offer suggestions for anti-spam formatting.

Make it clear when your readers sign-up what they will be getting and how often. I send an e-mail newsletter on the 1st of each month. My readers will always know to look in their inbox on that date for the latest marketing information.

Keep track of your responses and follow up with people who register for your e-mail announcements. I send registrants a free pen with a welcome letter in addition to the automated welcome e-mail they get from my e-mail provider. And analyze each e-mail so that you can tweak your content for the next edition.

Archive your e-newsletters. It's a great way to get more exposure via the Web. Search engines can crawl your archived newsletters. People can review your archived newsletter to see if they want to sign up. Or, your existing customers know they can always go to that link to review an old issue. In other words, they won't have to store your e-newsletter in their inbox.

I hope these suggestions have been beneficial. Try a few and see if your next e-mail announcement or newsletter is successful.

E-mail Marketing in 2010: What's New!

2009-11-06T18:15:00.000-08:00

E-mail marketing has just about peaked in terms of new technology. Almost everyone has an e-newsletter these days. But, what is the secret to leading the pack in terms of innovation in eMarketing? Here are a few tactics that will help you engage your customers.

Use an auto-responder to set up an automated e-mail to customers who have recently purchased your product. Request that they complete a product review. This is a good way to increase brand loyalty and may also encourage these customers to provide valuable content for you.

Use social media sites like Facebook, Twitter, or LinkedIn to encourage your customers to share your e-newsletter with colleagues. Add a Share Button to your e-mails. And when a new subscribers signs up for your e-newsletter, encourage them to share your content in your Welcome e-mail message.

If you have an e-commerce function on your Website to allow online ordering of your products, make sure you have a great Web analytics program to determine which customers may have failed to make a purchase (commonly called shopping cart abandonment). This data can then trigger an e-mail to be sent encouraging the customers to return to your site to complete their transaction.

The age old question is when is the best time to send my e-mail? Studies have shown that customers look at their e-mails at all times of the day. Others may look when they first get up in the morning, and others may look at it later in the day. But, now there is a new technology called Send Time Optimization that can analyze recipient behavior. This will allow you to send your e-mail messages when they are most likely reviewing their e-mail.

Mobile marketing is coming of age. Now that the technology has advanced it is an excellent way to stay in touch with your customers. Use this for timely notices especially reminders, invitations, or special notifications.

Segment your mailing list. Don't treat all people the same regardless of their interest level. You must know where they are in the purchasing life cycle. At the very least categorize your customers into new, active, or lapsed. Through your e-mail reports you should be able determine where they are in the marketing life cycle. Find out why these people are no longer opening your e-mails.

Your goal should be to increase the conversion rate. You want your readers to purchase product. If your conversion rates are lagging make your call to action more energetic, more appealing, or articulate it more clearly. Use landing pages wisely to focus your customers on your specific call to action.

Why Develop a Marketing Strategy? You Don't Want to Row a Boat Without a Rudder, Do You?

2009-11-02T22:20:00.000-08:00

Can you imagine what it looks like if you row a boat with both oars going in opposite directions? I think you would find that your boat is going around in circles. Instead you need all crew-members going in the same direction and you need a rudder to steer the boat in the direction you want to head. Your company is similar in that you need all of the employees working toward the same goals and mission. You also need a rudder to steer your company in the right direction. That's where a marketing strategy comes in. It will help you to keep your company progressing toward your goals.

See the rest of the article on ezinearticles.com

Need More Content Suggestions?

2009-10-31T00:11:00.000-07:00

Here are a few more ideas to help stimulate your journalistic curiosity to develop content for your Website, blog, or other online post.

Create a series of case studies or success stories. Ask your sales reps to provide you a customer name who used your product in a unique way.

Develop a series of Q&As. Ask your customer service personnel to provide you a list of frequently asked questions that they get every day dealing with customer issues.

Create a series of testimonials. Not the self-serving kind but genuine real-life testimonials, perhaps of people using your products in their respective place of work.

Don't forget the usual information you should include on your Website such as corporate info. I can't tell you how many times I see a Website without the basic corporate mission, philosophy and management listing.

Try the David Letterman Top 10 List for something unique to your industry. Top 10s are always a crowd pleaser.

Feel free to leave your comments and let us know your ideas on content development.

Content! Content! Content! It's All About the Content, Stupid!

2009-10-28T21:57:00.000-07:00

Are you tired of hearing about "content"? Your Web site must have great content. Your blog must have great content. Your social media must have great content. Your e-newsletters must have great content. But, what exactly is great content?

Content is simply described as useful information vs. a sales pitch. It usually includes tips, hints, how-to tips, and perhaps industry trends or data. So, are all of us now becoming our own editor-in-chief in charge of writing content whether it be on Facebook, Twitter, LinkedIn, our blog, or our Website? Well, yes we are. But, you don't have to have a Ph.D. in linguistics to share useful information. Here are a few tips that may help you become your own editor-in-chief.

Know your audience. Write about things that interest them. Understand their problems and offer solutions to those problems. What do they care about most? What information are they craving? Take a poll and ask your readers what they want or what topics interest them. Right now, for example, social media and search engine optimization seems to be the two biggest buzz phrases. Everyone wants to know the magic bullet for promoting their company via social media. And, everyone wants to optimize their Web site so that their search rankings will be higher.

Always think about your audience's needs and not yourself. So, provide information that is useful to them. If you get too overly promotional, no one wants to read a sales pitch. Set yourself up as the resident expert in your field or trade. Be the "go to" person for your audience when they have a question or need information about a specific topic. No one likes a spam artist. So, don't get the reputation for hawking your wares.

Segment your audience depending upon where they are in the sales cycle. Are you introducing your products or services to this audience for the first time? Do people already know you? Where is your customer in terms of buying your products or services? Are they just kicking the tires? Or are they ready to consider a company such as yours? Or are they ready and want to make a decision.

Consider publishing a survey or other market research statistics. People love to read competitor and industry information. And research data gives you instant credibility with your audience.

Develop a glossary of frequently-used terminology for your particular industry. Or create content for an educational class, Webinar, or Internet-based workshop. Search engines love PDFs or PowerPoint presentations, so your site just might be better optimized using this strategy. Promote your class via an e-newsletter, Webinars, online videos, or other documents posted on your website. But, again, don't be promotional with this material. Keep the selling out of it. If you don't have anyone in-house who is a great speaker, then consider hiring someone who does voiceovers so that you have a professional presentation.

We'll give you more content hints and tip in our next blog post. So, stay tuned for more.

Planning Fabulous Events, Part II

2009-10-26T10:00:00.000-07:00

Continuing on our series of blog posts about creating the most memorable event, here are a few more tips to remember.

Theme: Choose a theme with relevance either to the location or to the customers who will attend. For example, I planned a themed party "Phantom of the Opera" and held it in an old church that was owned by a hotel. Another party I threw was "The Golden Sunset" party. This was held at an aquarium which overlooked the Pacific Ocean. I got lucky and the Golden Sunset appeared at 6:38 p.m. that evening and happened to look exactly like the picture I chose for the invitation. Now, that doesn't happen every day but it make the party just perfect and memorable. For a Star Wars themed party, I chose a Discovery Science Center.

Venue: Once the theme is chosen, then choose an appropriate venue. You don't always have to rent out a hotel ball room. There are many options depending upon the size of your event. For smaller parties, you may want to rent a yacht for the evening. Or, as in the previous bullet point, a Science Center, Art Museum, Aquarium, or other appropriate venue. Many of your local attractions will rent space for events. Think out of the box and use your imagination ... the sky is the limit.

Party Favors: I always like to get my guests involved from the invitation on. I like to send them a special item that they have to turn in at the party to enter a raffle, for example. Then upon arrival, I like to get the party started by offering them a specially concocted drink and some other party favor. For example, in the Phantom of the Opera party, I handed out Mardi Gras style masks for each guest. For the aquarium party, I handed out flower leis. That way, everyone got into the theme of the party from the very beginning.

Entertainment: Hire some entertainment, whether it be just a D.J. spinning the tunes, a band or some other theatrical event, entertainment is a must for a successful event. Again, for example, the party at the Aquarium, I hired a band that played California surfing music akin to the Beach Boys. For the Phantom of the Opera party I hired a hypnotist. It was fun. But, if I had to do it over again, I would have hired a magician. You, see my audience was a bit stiff and really didn't want to be hypnotized. So, I learned a valuable lesson "know your audience".

Parting Gift: Always remember to provide your guest a parting gift. This could be a photo of them at the event or a small token of your appreciation. I gave my guests a CD of The Phantom of the Opera musical. It kept to the theme of the party and it was a gift that they could listen to forever and remember the event.

Try some of these tips and you, too, will create a memorable event.

Tips For A Fabulous Event That Everyone Will Be Talking About, Part I

2009-10-25T15:45:00.000-07:00

Do you ever get stuck being the one to plan a company event, whether it be an employee awards dinner, a press conference, or a national sales meeting? If you don't have any formal event planning experience, here are a few tips to help you create a memorable event.

Hopefully, you have, at a minimum, 90-120 days to plan the event. It is very difficult to put a large event on in just a few weeks and expect it to be successful. Most hotels want you to book space at least a year in advance. Despite the fact that some hotels have closed their doors due to the economic downturn, the ones that are still getting the business, want to be sure they have adequate space for your event. You most likely will need to book one main ballroom for opening ceremonies, or a banquet event. But, you should also consider if you need smaller breakout rooms for small group meetings. Or perhaps, renting a suite for a hospitality event is all you need. Before you even start looking at hotel space, be sure you have plotted out the space you need.

Invite your participants well in advance. Perhaps create a fun teaser to get them to attend your event. You could send out a piece of a puzzle to each participant requesting that they bring that piece of the puzzle with them to the event. Upon arrival, they would have to figure out which piece of the puzzle they held. Or you could plan a treasure hunt and send out clues several months in advance. Upon arrival your guests would have to find the hidden treasure with the clues they were given. In other words, entice your guests to attend your event and then once they are there make it interactive. There's nothing worse than to have people check in to the hotel and attend a boring series of lectures for an entire week. So, make it fun and memorable. In other words, create a theme and make sure all of your planning supports that theme.

If you are planning a customer event, make sure the food is excellent. No rubber chicken for your guests, please. Hire a caterer or choose a hotel or restaurant with an excellent reputation. Don't forget the place settings. Colorful tablecloths, flowers for each table, or some sort of centerpiece will create the ambience you want. Make sure all of the components of your event relate back to your event theme. If you have the money in the budget put on a theatrical presentation, hire a band, or some other entertainment to create a relaxing atmosphere.

The main goal is to have great food, great entertainment, and create a great atmosphere. Offer your guests the best hospitality you can muster. Make them feel welcome and create an event they will remember forever.

How to Get More Bang for Your Buck By Selecting the Right Marketing Tactics

2009-10-22T00:59:00.000-07:00

Is your small business having a difficult time deciding what marketing strategies to utilize? Especially in this down-turned economy, you need to watch your marketing budget closer than ever. Here are a few tips to help you get more from your budget.

Select marketing tactics that cost less than traditional forms of marketing. Move to online versus offline media, for example.

Use Webinars instead of seminars. You can get a higher attendance and save your company and your customers travel expenses.

Take a smaller booth space at trade shows that provide you great prospects.

Use postcards for your direct mail programs rather than sales letter or other customized direct mailers.

Increase your response rate by testing your headlines and copy. Using the right words will make a difference.

Don't forget to include a call to action, an offer, or some sort of discount program. Add a sense of urgency by giving a deadline for response.

Convert your inquiries into prospects and then into sales. Follow up on those leads.

Partner with other synergistic companies so that they promote you and vice versa. Instead of paying for advertising costs, barter with the partner for space on their website, for example.

And...don't forget to measure your results. Google Analytics can help you measure your website traffic from various sources. If you don't know how you're doing, you won't be able to put a plan into place that works.

Check out our new Website Features

2009-10-19T22:04:00.000-07:00

We added some new features to our Website. Check out the News Room. We've added article widgets for Buzzle.com and ezinearticles.com. Now you can click to read our online articles. In addition, we've added company news releases and a company backgrounder, as well as, media contact information. Click here.

KIWI NEWS ... Your Authoritative Guide to Great Marketing .. is now Archived

2009-10-19T11:41:00.000-07:00

Hi everyone! We just made reading KIWI News even easier. You can now access archived issues of KIWI News, our monthly marketing e-newsletter. We've implemented this so that you can use the back issues as a reference source or check out our newsletter before you subscribe. There is no need for you to retain our e-mails. Click on the link and you'll have instant access.

If you want to subscribe click on the Subscribe Now button on the home page or on the sidebar of this blog. It's just another way to make things convenient. Here is the link to read the back issues. In a few weeks we'll have a widget on the home page of our Website so you can easily click to read the archived issues.

Let us know how you like this feature.

8 Secrets to Marketing Your Products via e-Newsletters

2009-10-15T22:59:00.000-07:00

Why should you publish an e-newsletter?

Well, research has shown that it is a lot more cost effective and profitable to grow your business by increasing revenue and referrals from existing customers vs. chasing new prospects. If you have a good in-house customer or prospect list, think of that list as a valuable asset. And ... you need a way to stay in touch with that valuable asset.

Read the complete article on Buzzle.com.

New Discussions On the KIWI Facebook Page

2009-10-12T14:12:00.000-07:00

Just started three new discussions on Facebook. Feel free to make comments, add your suggestions and ideas.

Thanks for your comments.

Need a Killer Sales Prospecting Script? Part 2

2009-10-12T13:34:00.000-07:00

Following on our previous article on this blog, here are a few more tips for developing a great sales script.

Set yourself up as an expert. Say phrases like "we specialize in ..." or "we are known for ..." And, don't be bashful to name drop current or former clients to help you position your expertise in the minds of your prospects. They are most likely familiar with some of your reputable clients. Also, if someone has referred you, then say so, and use their name.

Describe your product or service and point out the benefits of your service or product. But, be sure you position the benefits from the prospect's perspective, and not yours. So, you really need to do your research and understand the industry problems that you are solving with your company's offerings.

To use or not to use jargon, that is the question. If industry jargon is well-known by your prospect, certainly use it to show your expertise. But, if you are dealing with someone not familiar with the jargon, then use plain vanilla communication. You need to be sure your prospect understands what you're talking about. If they don't, you may hear a click at the other end of the phone. Try filling in your script with a success story you had with another client. Using word pictures will help the prospect to understand what you can do for them.

And, don't forget to close the conversation. You need to ask for something. Now, it may not be a sale on the first conversation. All you may want is a meeting, a teleconference, or a personal one-on-one appointment to discuss your products and services further. But, always ask for what you want. The main goal is to introduce yourself and your company. Your prospect needs to get to know you first before they will buy. They may already have a vendor that supplies a similar service. But, you never know the future and something could happen to that supplier.

Need a Killer Sales Prospecting Script? Part I

2009-10-08T13:45:00.000-07:00

Don't we all these days. After all, we are all sales people whether we want to admit it or not. Whether you are a small business owner, entrepreneur, looking for another job, or trying to advance in your current company, we are all in sales.

I know "sales" is an ugly word. The stereotype is that guy or gal who is obnoxious and bothers you all the time. You have no need for their services and they are persistent. They must have your contact info in their database and ping it to remind them to call you weekly, monthly, or every few months. Like clockwork, you get a voice mail from them.

But, it doesn't have to be that way. Here are a few tips to help you gain rapport and be successful with your prospecting.

Be prepared. Don't try to wing it. Even if you're a seasoned sales professional, think about your goal. It's not necessarily to get a sale at this early stage. You most likely just want to get an appointment with the prospect. Or at least you want to canvass them to see if they have a need for your product or service. No use in wasting time on people who need widgets when you're selling buggy whips, so to speak.

Write your script and practice it. Record your voice and listen to how you sound on the phone. You can even call yourself and leave yourself a voice mail to see how you sound. Make it sound natural. Don't ever appear to be reading your script. Your script should be written as you normally speak.

If you get your prospect on the phone, don't ever ask them "how are you today". They were probably fine until you called and interrupted their busy day. Get to the point and introduce yourself and the company you're with. Then give a sound bite of what you do, what your company does, or some information about the product you're selling. You should position yourself as the expert in the field.

Don't write a "me-too" script. That is, don't sound like your competitors. Really take a view of what you do better than all the rest. Don't just position yourself as a another widget manufacturer. What does your product do better. How does it solve a problem that your prospect has? Point out the relevant benefits.

Start with these tips and see how your phone scripts will improve. We'll have more tips on our next blog post.

The Ultimate Trade Show Give-Away

2009-10-06T11:06:00.000-07:00

Does your company spend thousands of dollars a year on give-aways, tchotchkes, or premiums, specifically purchased for trade shows? How many mousepads, pens, keychains or coffee mugs have you purchased in the past few years? Do you know what your customers do with those items when they return to their office? Well, most of them probably give these items to their kids, a co-worker, or stick them into the office supply cabinet. So, the question is, what is the ultimate give-away item? And how much does it cost?

How about putting together a small booklet, somewhere in the size of 3.5-in. x 6.5-in. or pocket size. And make the content somewhat substantial, say 16-24 pages. Offer hints, tips, and techniques relating to your business. One of the most popular booklets that I created for a client was an Applications Guide for life science customers. Years later, when the booklet, was out of print, customers requested that the booklet be updated.

Booklets are not that difficult to create. You just need to decide what information should be included. Ask your customers at the next trade show what would be of value to them. You may even have the information somewhere within your company. Talk to your customer service department and find out what questions they frequently are asked by customers. It could be a tutorial, how to, list of references, or whatever you think your customers might frequently use.

Another option is to purchase a booklet from another publisher that is already in print. Make sure it is something your customers would refer to over and over again. You could design a book jacket with your company name and logo and the words "With our compliments" on the front cover and your address, website, and other corporate information on the back of the jacket.

Either option can be accomplished for about the same price or less than what you are currently spending on tchotchkes. So, when it comes to trade show tchotchkes, be creative, but practical.

What's the Great Formula for Great Marketing?

2009-10-05T21:04:00.000-07:00

Not sure any of the so-called gurus, sherpas, or other divinations with crystal balls can answer that question. But I can. And the answer is simple. Stop focusing only on getting new customers and start serving your existing customers. Simple? Well, it is. Your current customer base can be a wealth of referrals for the future of your business. They can also provide testimonials so that new customers will know that you are a quality company. You can't buy that kind of loyalty. So, it behooves you to provide your existing customers will stellar service and support.

Now, don't take that first paragraph in the wrong light. I'm not against getting your company name out to other potential customers. You always need to feed the customer trough. As we all know for whatever reason, customers come and go. Companies go out of business, companies merge, the person you work with gets a job at another company and the new guy brings in his own people, ya da, ya da, ya da. But, I do think many times we think of marketing as only getting new prospects, inquiries, or sales. It also is about communicating to your existing customer base. Too many companies have a great database of names and do nothing with that database.

We all talk about relationship marketing but no one seems to be developing a relationship with their customers. In fact, customers are ignored after the first sale. Whoever heard of after sales support? What does that have to do with marketing, you say? Well, marketing is more than the upfront lead generation. It's all about building a positive brand and image of your company.

So, my point is this. The great formula to great marketing is to service your customers well. If you do that first, it will be much easier to promote your products or services to potential customers.

KIWI News ... Your Authoritative Guide to Great Marketing

2009-10-03T15:09:00.000-07:00

Here is some information about my quarterly newsletter. It is filled with marketing hints, tips, and creative ideas. KIWI News is FREE to qualified marketing professionals. Along with the quarterly issue, you get monthly e-mail alerts which discuss some of the most state-of-the-art marketing techniques.

Visit our Website for more information and/or to sign up for your FREE issue today! Or use the sign-up form on the sidebar of this blog.

Do You Tweet? 3 Reasons Why You Should!

2009-10-03T14:50:00.000-07:00

If you are not familiar with the Twitter phenomenon, here is a brief overview. Twitter is a privately funded startup located in the San Francisco, CA area. It was created because the founder was interested in knowing what his friends were doing at any given time. Twitter was launched in August of 2006. Twitter's popularity is due to its simplicity. People are eager to connect with other people and Twitter makes that task easy. Twitter asks one question, "What are you doing?" The answers must be no longer than 140 characters in length.

Read the complete article on Buzzle.com

More Twitter DOs and DON'Ts

2009-10-02T22:44:00.000-07:00

Twitter and most social media, for that matter, has experienced phenomenal growth in the past year. Most companies are now realizing the value of Twitter and are starting to make regular tweets to their customers. But, is there proper Twitter etiquette? Here are a few things you should consider when you start tweeting.

Don't use machinebots to post your tweets. If you do, you're missing the point of social media. It's all about interacting with people. You need to respond to your followers.

Retweet or RT the people you're following if you find something of interest for the people who are following you.

When promoting your company, give it a personality. People want to talk to people not to company logos. So, put a photo of a person rather than a corporate image.

Tweet about interesting topics. This one is a no-brainer. Provide links to your website or blog so people can get more information. After all, you only get 140 characters per tweet.

Don't use Twitter to SPAM people. This is a given.

Don't block your updates. If you do, what's the point? It's all about getting new people to follow you. This principal can also be used on LinkedIn. Many people block their contacts list. So, what's the point of networking and finding new people if you're not going to share your network?

Don't use overly promotional tweets. Yes, you can tell your customers about your products. But, do it in a way that is educational and not self-serving.

It's not about quantity...but quality followers. It's not about "he who has the most tweets or the most followers wins". Again, it's about building relationships.

Don't post irrelevant tweets, that is, unrelated to your purpose or your social media goals.

Don't simply retweet (RT) everything. Be selective in what you retweet.

Social media is an effective tool to market your company's products. Use it responsibly and you will be amazed at the results.

Social Media ... Revealed

2009-10-01T00:41:00.000-07:00

I think I've got it! I just attended a Webinar about marketing with Twitter. The speaker was Jamie Turner @60 Second Marketer. He had a great way of explaining the various social media in an easy-to-understand parable. Here's how he explained things (in my own words).

Facebook is a like a pub or bar. You get to know people on a personal level.

LinkedIn is like a trade show. You hook up with people for business purposes.

Twitter is like a cocktail party. There are may conversations going at the same time. It's sort of like Instant Messaging groups of people. You listen to one group and then you take that information and relay it to another group via your retweets.

YouTube is like Times Square on New Year's Eve. It's difficult to break through the lines of people. But, if you get through to where the cameras are focused you can be seen by a million people.

MySpace is like Woodstock for the younger generation. It is very cause-oriented marketing of sorts.

Jamie's explanation really opened my eyes to the benefits of social media in marketing B to B. He noted that marketing has changed from a monologue to a dialogue. Marketing used to be pushing out the message to a mass audience. Now, it's more of a two-way dialogue between customer and company and vice versa. He used the word "narrowcasting" to describe today's conversation with customers vs. the traditional "broadcasting" method of the past.

I didn't realize how many other types of social sites existed other than the ones I've mentioned above. You should also consider using the following types of media:

Blogs
Bookmarking and Tagging
Content Aggregation
Crowdsourcing & Voting
Discussion Boards & Forums
Events & Meetings
Photosharing
Podcasting
Presentation Sharing
Ratings & Reviews
Widgets
Wikis

So, next time you're tweeting, posting to your Facebook page, or linking with someone on LinkedIn remember that each social site can be used for a specific purpose. If you're not on the sites, try them personally first, and then start doing some marketing for your business. You'll discover a whole new world of conversation with your customers.

Marketing Segmentation: Its Importance in Building Brands

2009-09-28T22:45:00.000-07:00

Do you segment your customers? Or do you just lump them all into one category? Do you categorize your customers by technologies, techniques or products they use? If you don't segment your customers, you will be missing out on fulfilling your customer's specific needs.

Market segmentation can be defined as dividing or categorizing your market into homogeneous groups. Each group of customers will most likely respond differently to different messages, promotions, or products that you offer. By segmenting your customer data base you'll be able to more closely target your marketing communications efforts.

Market segmentation can even play a role in your product development efforts. You will be able to clearly see any unmet needs your customers may have. Or, you can see customers who are not served by your competition. But, don't just segment your customers on the usual categories such as geographic or demographic. Go further and also categorize them on psychographics or behavioral responses.

Geographic segments such as region (country, state, city), size of metropolitan area, climate and the like are fine if those characteristics correlate with your products or services. And the usual demographics attributes (age, gender, occupation, education, etc.) can also be beneficial, again, depending upon your offerings. But, you should further categorize into psychographic behaviors. See the related blog article on psychographics. Also look at behaviors such as brand loyalty, readiness to buy or your customer's usage rate. Don't forget value-based segmentation. You can determine your customers' values through the use of market research. Too many companies think they know what their market segments consist of but they really need to dig deeper into their customers' perceptions about their company and your products.

So make a commitment for 2010 to segment your market. You'll be rewarded with increased sales by honing your marketing communications efforts.

How to Develop Killer Brochures: Three Practical Strategies

2009-09-23T16:50:00.000-07:00

Do you know what information you should include in your product brochures? Are you on target with your company's marketing strategies when you produce product or corporate brochures? Are you tired of wasting money on ineffective brochures? You don't need to be a victim of wasteful spending. Please read further and you'll find out how to develop informative brochures that really do work.

See the complete article on Buzzle.com.

Is Social Media Really All That Social?

2009-09-23T11:35:00.000-07:00

I hear from some people that they've "made a lot of friends" using social media. Then, I also find people that haven't gotten one comment on their LinkedIn discussions, one RT (that's retweet) or response on their Twitter tweets, one comment or like on their Facebook posts, or one comment or reaction on their blog posts. So, why do so many people have such diverse attitudes and experiences towards social media?

Well, maybe it's because the word "friends" has a different definition these days. I think the older crowd considers a friend someone that you have for life and someone that you consider to be a very close acquaintance that you can share your most intimate life stories with. But, the younger generation just "hangs out" with all sorts of people, friends of friends, friends of friends of friends, and so on. So, their social mentality is totally different from the traditional social aspects of the 40+ crowd.

So,why are you using social media? To make friends? To promote your business? Because your boss tells you "you have to" to keep up with the youthful customers you want to attract? For whatever reason it is, you've probably missed the point of social media. It's not really about being sociable. For the Internet marketers, it's about making money. For celebrities it's about their status. For someone else it's a contest about getting the most followers or following the most number of people (can you say publicity stunt?). For authors, it's about selling more books, tapes, seminars or whatever.

But don't misunderstand me and think I'm bashing social media. I'm not. All I'm trying to say is that if you are using it for business purposes, use it just as you would any other marketing technique, tool, or tactic. Make it a line item in your marketing plan. Set some objectives and goals to reach using social media. And then track the results, as well.

Social media is not the end all to be all. Use it wisely. Use it as another tool in your arsenal of marketing techniques but also respect its powerful nature to make or break a company in seconds.

Direct Mail Secrets: The List

2009-09-21T23:48:00.000-07:00

Have you lost interest in direct mail? Do you think direct mail just doesn't work anymore? Are you putting more emphasis on social media or other marketing tactics. Well, direct mail can become the most predictable and consistent way to generate more customers. But, most companies just don't know how to be successful.

Your list is the most important aspect of your direct mailer. Don't just depend on purchasing a list of people in a certain zip code. You need to accurately target the people who will be receiving your message. You'll need to purchase a list that is compiled by certain demographics. For example, if you want to target an audience between 24 and 35 years of age, who earn an income of $50,000 or more, and who live in a certain geographic area, then you will need to specify these criteria to your list broker.

You can also purchase a direct response list. These are defined as people who have previously purchased via direct response marketing. You can go to your local library and ask them for the SRDS (Standard Rate and Data Services) Direct Mail List Source Directory. They are also online at http://www.srds.com.

And don't forget your in-house list of customers in your company data base. This can be a very powerful list especially if you have categorized the entries by type of products they've purchased, what trade shows they attended, etc.

How Much Should You Spend on Advertising?

2009-09-18T14:38:00.000-07:00

Ah-h-h-h ... the age old question. How much should I budget for my advertising expenditures? In general, companies budget too little on advertising and have high expectations of return on their investment... with little investment. The equation can't work out no matter how hard you try. What you should invest and how much you have in your pocket are usually at odds with each other. So, here are a few guidelines to help you plan your 2010 budget.

Percentage of sales or profits — This is an easy way to determine your advertising budget. You decide if you should spend 5%, 10% or whatever you choose and multiply that number by your gross sales or your net profits. But, this has some flaws, because if your sales are down and you use a percentage, then you also will be lowering your advertising costs, which is exactly what has happened in 2009. Companies have cut way back. But this is the time to at least maintain your budget and perhaps even increase it. If you decrease your advertising budget, you could very well decrease your sales. But, how do I figure out what that magic percentage number should be, you ask? Well, look at your competition or get other industry data to find out what other companies are spending. But, I contend, don't be a "me too". You can certainly be a contrarian and outspend your competition. Some companies have done this are actually making a good profit this year. Other companies who cut their advertising budgets severely are paying dearly for it. Placing a percentage of sales also causes difficulties because are you need to define sales as past sales, present sales or future sales. Are you looking backward are you anticipating the future to calculate your sales.

Unit-of-Sale Method — You can also use a unit-of-sale method whereby you budget a fixed amount for each product unit to be sold. For example, if it takes $1.00 to sell a case of widgets and you need to sell 100,000 widgets you will need to spend $100,000 on advertising. This, actually, is probably a bit more accurate than just a percentage of sales method.

Objective and Task Method — No one can afford to spend too much and not get a return on their investment. So, you must tie the costs to objectives and those objectives need to be tied to results. The best and probably least used method is the Objective and Task method whereby you decide on objectives and goals per your marketing plan and then you decide how much it will cost to achieve those goals. For example, you should't be vague and just say Company X wants to increase sales in 2010. Make it more specific by saying the objective is "to sell 25% more of product X by targeting a specific market. If this is a new market that your company has no equity or market share, then you may need to spend more to get your brand recognized in this new market. If the suggested costs outweigh the dollars you have in hand, then you will need to rank your objectives and decide which ones are the most important to meet.

Flexible Budgeting — In any event, you will need to stay flexible during the year. If you are blindsided by your competition coming out with a new widget that directly competes with yours, you may find that during the second half of the year you may need to reallocate some of those advertising funds to counter advertise. So, always keep some flexibility in the budget to shift funds from one campaign to another.

Customer Lifetime Value Formula — This takes some thinking because you have to make some suppositions about your customers. But, you can look at past data and get a fairly accurate accounting. First of all, how much do you think each of your customers is worth? This is traditionally called the Customer Lifetime Value or CLV, for short. The formula for this is to start with your sales turnover number (this is usually described as the total dollar amount sold within a specified period of time, usually calculated as a year) and divide it by the number of customers you have. Then multiply this figure by the number of years you think the average customer is loyal to your company.

What is your spending tolerance to get a new customer? You can estimate this as a percentage of the CLV. Then decide how many new customers you want to obtain for this budget cycle. Be realistic here. You may want a high number of new customers, but look at the market and be realistic in your expectations here. So, if each customer has a CLV of $10,000 and you can only spend 5% on each customer, then your budget for each customer would be $500. And, if you want to obtain 5 customers, you would need to spend at least $2,500.

I know these calculations are pretty simplistic, but they can help guide you in making a decision on how much to spend on your 2010 budget.

Exhibiting Dollars and Sense: Guidelines to Control Your Costs

2009-09-17T14:44:00.000-07:00

As we head into the fourth quarter of the year and work on all of those Fall trade shows, have you looked at your exhibit expenses lately? Here are a few estimates that may match your own reality:

Exhibit Space Rental: You most likely spend about 30-32% of your total exhibit budget on space rental, whether that be a 10-ft x 10-ft or larger booth space.

Exhibit Design: Plan on spending about 20% of your total exhibit budget for the design. This includes design and construction, refurbishment, display materials, graphics, storage, installation and dismantling costs, insurance, etc. Besides space rental this is your biggest expense.

Show Services: Your probably pay around 14-15% for electrical, plumbing, jamitorial, security, telephone, carpet, furnishings, Internet access, lead retrieval system, floral rental, etc.

Transportation: Budget about 9-10% for freight, material handling, and customs expenses, if you have shows overseas.

Travel & Entertainment: With airfare, lodging, meals, ground transportation, training, booth attire, hospitality events, and client entertainment your sales and marketing organizations are most likely to spend between 18-20% of your exhibit budget.

Advertising & Promotion: Unfortunately, this usually gets the short end of the budget. Many companies are only spending a meager 1-5%.

So, with exhibiting costs soaring, how do you get a better return on your investment? First of all be diligent about your planning. Read the exhibitor services manual and put a timeline together for all of the deadlines. Some shows will actually give you an early bird discount on some items. So, take advantage. If you have to order items at the show, you will pay a premium. So, plan, plan, and plan some more.

Take advantage of the show advertising packages if they offer them. You will be targeting the show audience directly and make a bigger impact by marketing to a captive audience.

You most likely attend several shows a year. Try to work with the same freight carrier and negotiate a volume discount. Or, if you typically exhibit in small booth spaces, hand carry your exhibit booth and set it up yourself.

Get organized. Label your crates and number them carefully with instructions on how to set up your booth including electrical requirements and repacking instructions. This will help to speed up the set-up and dismantling process.

Instead of purchasing a new booth, think about refurbishment. Or, get rid of your heavy weight booth all together. Think about using some of the lighter-weight materials for your exhibit booth design. With some of the newest materials, you can get a slick, hi-tech look without all of the weight. This will save drayage and shipping costs.

Advertising Effectiveness in B-to-B Markets

2009-09-16T22:28:00.000-07:00

Do you know what makes a good advertisement? Well, there are many factors you should consider based on research through the years in various market segments. Here are few ideas for you to consider:

Size of Advertisement: A full page ad outperforms a fractional ad at least twice as well. So, if you have the budget it is better to design and place a full-page ad. A spread (meaning two pages together) received an even greater impact rating.

Positioning of Advertisement: The most desirable position is the inside front cover (more commonly called Cover 2). Then page 1, Cover 4 (back cover), page 2, page 3 and Cover 3 (inside back cover) in that order.

Color ads vs. black/white ads: Of course, color ads are more effective at drawing the reader's eye to the advertisement. Since we see in color we want to view our ads in color. Color makes the ad more believable.

Impact advertising: Impact advertising such as a non-traditional format like a cover wrap or bellyband, pull-out insert, gatefold or a product sample delivers strong recall results.

Frequency is key to success: The more you advertise your message the more the reader recalls and retains your ad's message. So, consider at least a 12x frequency to start.

Integrated marketing is essential: In conjunction with your print advertising or online advertising program, make sure you integrate all sources of the purchase process such as your Website, blog, or other online media as well as social media sites. This will help to create brand awareness and help with after sales support as well as making it easy for you to respond quickly to inquiries.

Does Advertising Work?

2009-09-15T11:48:00.000-07:00

The answer is a profound yes. The more a company advertises in business publications, the more likely it is to benefit from increased sales and profits. More advertising means more leads. And more leads means more sales.

Do a little experiment with your company. Track your sales before an advertising campaign. Then when the campaign has been completed, track the sales again. But make sure your campaign is at least 4-6 months in length. If it is longer, you can also track mid-way, say at 6 months, if the campaign is a year long.

Increasing your advertising frequency can also increase sales leads and traffic to your Website. Frequency is the key. So many companies seem to start and stop their advertising. They'll place one ad ... in one journal ... one time ... and expect to get results. Your customers need to see your ad over and over again. In fact, the same ad campaign can keep working for at least a full year or more.

But, you don't have to offer up your first born child to the advertising gods to make your advertising consistent. There are ways to advertise cost-effectively. For example, even though full-page, 4-color ads, do obtain better results, you can also run quarter page ads. I advise my clients to focus on frequency rather than size of the ad. So, if they need to design a smaller ad but can place it 2-3 times more often than a full-page ad, I advice them to do so.

So, remember... advertising doesn't cost ... it pays. Think of your advertisement as an investment, not a cost.

9 Recession-Fighting Marketing Tactics for these Tough Times

2009-09-14T15:27:00.000-07:00

Has your marketing activity become paralyzed this past year? It's as if many companies are frozen in place, space, and time. In other words, they just aren't doing much with their marketing programs. But, if you stand still during these recessionary times your competition will be miles ahead of you during the next boom. Here are a few suggestions to help you take advantage of today's business climate:

Tip No. 1: The stage is yours. Grab it and take it. Listen... No matter how tough times are, there still is plenty of business out there. So, get out there, and fight for your market share.

Tip No. 2: Get rid of the negatives. And that includes negative people in your life. If you're pessimistic, it certainly will spread. But, a positive attitude also will become viral. Negatives hold you back, undermine your marketing efforts, and make you go through "what ifs" so that you become paralyzed. Positives help you to move forward.

Tip No. 3: Ignore your competition. That's right, I said ignore your competition. Your competition is trying to figure things out just like you are. Your competition mostly likely is watching you to see what you are doing. So, if everyone is paralyzed; then everyone will be imitating each other and we definitely will have a stagnant economy. Stand out from the crowd and dance your own steps.

Tip No. 4: Spruce up your image. Make your company look like a million bucks. Get an extreme makeover. Most people today don't really care about their image. They all seem to think the casual look is okay. But, your customers, even though they might not say it, will work with you more if you have a positive, upbeat, and professional image. This is important whether you are marketing B to B or B to C.

Tip No. 5: Add the word "value-added" to your vocabulary. Start thinking about how your products add value to your customers. This will help you to retain your pricing structure rather than having to cut your prices. You must protect your profit margins. Think about guarantees, special services, or other items of importance that only your company offers to its customers.

Tip No. 6: Go after leads. Don't panic when sales drops. The problem is you don't have enough customers. So, don't cut back on your marketing efforts. You need to generate quality leads for your sales force to close the deal. If you get leads, you'll get customers, and if you have customers, you'll have sales.

Tip No. 7: Create your own target market. Niche marketing is all the rage. But, don't just carve out a piece of an existing market. Create your own. You will become the leader of your newly created market.

Tip No. 8: Never lose sight of the end goal. Keep the pressure on. Don't give up. Don't panic. The solution is consistent marketing. Don't stop marketing for a few months and then do something in spurts. Stay on track with your marketing plan and keep the campaigns going...and going...and going. In other words, be the Energizer Bunny of the bunch.

Tip No. 9: Fear can be the biggest inhibitor but it can also be the biggest motivator, too. Your executive management should have a "Yes we can" attitude rather than a "I think we can" or an "I'm afraid we won't" attitude. Use your fear of the future to motivate your team to use their creativity to come up with new products, new solutions, or new markets.

No one wants to make a mistake, especially a million dollar mistake so the solution for many companies is analysis paralysis. Don't let your company fall into that trap. Take a few of these suggestions and get your company back on track.

Three Steps to Deciphering Online Advertising Opportunities!

2009-09-11T14:25:00.000-07:00

Do you sometimes feel like you're on the road to nowhere trying to decipher online advertising opportunities? Well, you're not alone. With all of the social media marketing, banner ads, article sites, ad words, blogs, podcasts, gaming, etc. it can be quite a daunting task to sort through the maze of available online advertising opportunities.

Read the complete article on ezinearticles.com.

3 Important Points to Remember for Good Website Design

2009-09-11T09:35:00.000-07:00

This article provides three basic steps to designing not just a good Website ... but a great one. Simple is best rather than using flash and trash or a lot of bells and whistles. You'll retain visitor loyalty and improve the visitor's site experience by following these simple rules.

See the complete article on Buzzle.com

Do You Pick the Gold Nuggets From Your Sales Inquiries?

2009-09-10T09:42:00.000-07:00

How do you handle your sales inquiries? Does this sound like your company? Typically an inquiry is generated through various marketing communications activities, whether it be online, at a trade show, through a print advertisement, press release, or other communications vehicle. Then a piece of literature is sent out and the sales inquiry is sent to the sales department for follow-up. What happens from there? No one seems to know. The sales department complains that the marcom department is not providing any "good" leads. That is, "we already know about that lead". And the marcom department points fingers at the sales department for not promptly following up on the lead. So, where is the accountability?

How do you turn an inquiry into a lead? First of all, you must understand that the marcom department only generates inquiries. Once the inquiry has been passed on to the sales department and they have followed up, then it can be deemed a sales lead, if appropriate. So, the solution is to qualify the inquiry so that it can become a viable sales lead. In the past most companies have relied on the sales department to qualify a lead. But more and more companies are placing the responsibility on the marcom department. Some companies will outsource this task to a lead management company or use their own in-house software. But, those sources are really only used to manage the "paper" so to speak. We still don't know what happens after the lead goes to the sales department. Traditionally, there has been no feedback from the sales force as to when they have followed up and what the results were of their follow-up phone call.

So, what's a company to do? Here's an example. On average, over 20 telephone dialings are required to identify a prospect who either has an immediate need or a future intention to purchase. That's one reason why so many inquiries don't get converted to sales leads and are not followed up on. When an inquiry has been qualified, converted to a lead, and then turned over to the sales force, only 2 dialings, on average, are necessary to reach the identified propsect. This makes it much more streamlined for the sales person to do what they do best, and that's sell the prospect on the benefits of the company's products and close the deal.

So, what are the benefits to inquiry qualification? Here are a few:

Immediate identification of prospects — You will now be able to categorize your prospects as "hot", "cold", or somewhere in the middle.

Improved sales follow-up of leads — Since there is much less legwork, the sales force will be more willing to follow up on these leads since s/he already knows they are qualified.

Reduced cost per sales call — Now the sales force is directed on direct selling and not on the qualification process. So, they will close more sales in less time.

Better CRM database management — When using CRM software, you can now generate better quality mailing lists for future marketing communications tactics since you will have a history of that prospect's interaction with your company; that is, which trade shows they attended, what the results were of the sales rep's follow-up, etc.

So, why waste your precious marketing budget by generating a lot of inquiries when they aren't converted into sales leads. Instead of having an adversarial relationship between marketing and sales, try the cooperative approach and see how it affects your company's bottom line.

Just Say Yes to Increase Your Sales

2009-09-09T10:35:00.000-07:00

How many times has a potential customer called up for a quote and you were not responsive? Or, you didn't provide the customer with the turnaround time they needed. When you don't listen to the customer's requests, your company is telling that customer that you aren't interested in him or his business. Check out these scenarios. Do you recognize your company?

Scenario 1: Mr. Customer calls up your company and needs 700 widgets and needs them within 48 hours. You take over 48 hours to respond to his request with a quote. Needless to say, Mr. Customer has already called your competition and received his order by that time. And, needless to say, Mr. Customer will never call you again for a quote. Moral of the story: Be responsive.

Scenario 2: Mr. Customer calls up your company and needs 700 widgets and needs them within 48 hours. You respond to the request immediately but give Mr. Customer a 7-day turnaround. You weren't listening. Needless to say, Mr. Customer calls your competition, pays a higher price than what you had quoted, and gets his widgets within 48 hours. Moral of the story: Listen to your customer's requests.

Scenario 3: Mr. Customer calls up your company and needs 700 widgets and needs them within 48 hours. You respond to the request immediately and give Mr. Customer the 48-hour turnaround time he needs. However, you have to charge a premium for the fast turnaround time. You explain the extra costs involved and learn that Mr. Customer is okay with the added cost. His main concern is getting the widgets within 48 hours because if he doesn't he is holding up orders from his company. Moral of the story: You are selling solutions to the customer's problem, not a product or service.

So, just say yes to your customer's problems. Be creative. Think about how you can solve the customer's dilemma. Don't look at how it will inconvenience the status quo. Look at how you can provide stellar service and support to your customers.

Marketing Doesn't Cost...It Pays Big Dividends

2009-09-08T09:09:00.000-07:00

Have you severely cut back your marketing budget this year due to the economic downturn? Well, you may have saved some money this year, but I bet you jeopardized future sales. And what did your competition do? Did they also cut back their marketing budget? If so, you're in good company. If not, they are miles ahead of you in running the race.

So, are you blaming the sales force for not selling enough? That may be partly true, but when you cut back your marketing tactics so severely your customers assume you don't exist any more or don't care. The overall effectiveness of your marketing campaigns is diminished.

It's not about throwing a lot of dollars into a marketing budget. It's really about how effective you can be. So, use those dollars wisely, let them stretch further, repurpose some of the material, but maintain your corporate image, above all.

Ice Cream and Cake! What Does That Have to Do With Marketing?

2009-09-04T09:02:00.000-07:00

As I sit here celebrating my birthday today, I can't help but think about the luscious ice cream and cake I'm going to dive into later today. Decadent chocolate cake with white icing and cherry vanilla ice cream. But, what does cake and ice cream have to do with marketing? Well, I'll explain.

As I think about cake and ice cream I also think about how marketing and marketing communications departments (or marketing services as they sometimes are now called) work together. Just like cake and ice cream can't live without each other, they still can be eaten separately. It used to be that the marketing communications manager reported in directly to his or her respective V.P. of Marketing. But, now marketing services tends to be worlds apart away from the day-to-day activities of marketing. Just like cake and ice cream go hand in hand so should marketing and marketing communications.

Many marketing communications managers of the past were classically trained in marketing. They just chose that path because they enjoyed the creative part of marketing. But, it seems now that the ice cream is melting its way away from the cake. Many marketing executives seem to think that marketing services only entails the creative design and implementation aspects, so they call on that department when they need an ad or a brochure to be designed; but, I beg to differ. Many marketing communications personnel are highly educated and highly experienced in the art of marketing. They bring a wealth of knowledge and expertise to the marketing process and therefore should play an integral part in the strategic activities of their company's marketing culture.

If your marketing services department is located miles away (that is, in another building, off-site location, or even another state) you should consider relocating them closer to the executive marketing personnel. Interacting with the marketing communications personnel on a day-to-day basis puts everyone more in touch with the corporate goals and objectives.

5 Steps for a Killer Public Relations Plan

2009-09-03T06:46:00.000-07:00

How many of you haphazardly send out news releases? Do you just send them out on a whim? Well, you should consider a little planning and organization as well as taking a consistent approach. Here are a few steps that will help you develop a stellar media plan.

Step 1: Define your objectives and goals. What do you want to accomplish? If you don't set goals and objectives then you can never measure your success or lack thereof. So, it is very important to establish at least one objective. Here are a few suggestions:

Establish yourself as a resident expert in your field.
Generate prospects or sales leads
Crisis management
Create or maintain a positive corporate image
Introduce a new product or service to the marketplace
Create a branding message

Step 2: Define your target audience. Who do you want to reach? Be specific. Include psychographics, if possible, not just demographics of the population you want to reach. Narrow and niche your target to the nth degree. The more clearly you can define your marketplace the more successful you'll be.

Step 3: Develop a timeline for your plan. Don't just haphazardly send out a press release. Time the press release to coincide with a trade show, a product launch, or some other event. For example, a sports company that specialized in soccer items put out a press release during the World Cup. They received many more responses than they would have if they had scheduled the release at any other time of the year.

Step 4: Determine what type of media you want to use. In addition to the traditional news release, you have the option to send news releases online even to social media sites and blogs. Here are a few suggestions for other types of media:

Feature articles or customer written articles
Press Conferences or press tours
Seminars or other speaking engagements
Event sponsorships
Interviews with top management

Step 5: Track the results of your plan. Did you increase sales? Did you increase the number of inquiries? Can you measure the perception of your audience? Review the current plan and tweak it based on your feedback.

Why You Shouldn't Forget Old-Fashioned Marketing Tactics

2009-09-02T10:13:00.000-07:00

I know what you're thinking. Get into the 21st century. Right? Well, sometimes being a contrarian will make you stand out.

Have you tried writing a good, old-fashioned business letter lately? I mean the kind that is formalized and typed and mailed with a postage stamp? Your customers are getting deluged with e-mails on a daily basis. And, with all of the text messaging, twittering, etc. all you get these days are cryptic messages that you might not even understand. But make sure your sales letter is short and sweet and to the point. Your customers are used to sound bites.

How about a good old-fashioned brochure? I mean the kind that is elegantly designed and printed on high-quality paper. People today figure it doesn't matter since everything is made into a PDF. Right? Wrong! You should still disseminate information about your company is a professional, but creative way. And use all of the same good marketing strategies from the past.

All of the social media banter is just another tactic. Don't think of using social media as a strategy. I'm sure many of you are gearing up complete departments to handle social media. Well, that's good, but also make sure that your staff is trained to implement stellar marketing strategies using these media.

The moral of the story is no matter what the future holds, good marketing is here to stay. So learn what marketing is all about. Take some courses, attend a Webinar, and dive into the world of marketing.

The KIWI is Celebrating a Ten-Year Milestone

2009-09-01T11:05:00.000-07:00

Happy birthday to us. Happy birthday to us. Happy birthday to uh--us. Happy birthday to us. We're celebrating our ten years in business on September 1st. Yes, it was ten years ago today that we opened our doors. We had a very humble beginning but got our first client a few days later thanks to our great referral network.

As a special offer this month, we're giving away a KIWI coffee mug if you sign up for our e-newsletter. Offer valid through September 30, 2009. Sign up on our blog or at our Website, create an account, and you will receive our monthly e-newsletter. KIWI News is filled with great marketing hints, tips, and creative ideas to help you with your marketing efforts.

We plan to celebrate the entire month of September. Join us by posting your comments to this blog. Or visit us on Facebook, Twitter, or LinkedIn. We would love to hear from you. You can also post messages on the Request More Information form on the Contact Us tab at our Website. Or call us and leave us a voice mail. We would love to hear from you. Become a fan at Facebook, follow us on Twitter, comment on our blog, or see who we are connected to on LinkedIn.

Thanks to all our friends, fans, and clients through the years for helping to make us a successful marketing and advertising firm. We owe it all to you. Hope to have another successful 10 years.

KIWI Communications, Inc., a Marketing and Advertising Firm, Celebrates Ten-Year Milestone

2009-08-31T10:23:00.000-07:00

KIWI Communications, Inc., a marketing and advertising firm, based in Orange County, CA is celebrating its 10th year in business helping clients promote their products and services through various marketing channels including social media marketing.

See the complete news release on PRWeb.

For more information about KIWI Communications, Inc., check out our Website.

See us on Facebook.

See how we are connected on LinkedIn.

Marketing Psychographics: Are You a Leader, Organizer, Explorer or Enthusiast?

2009-08-30T21:15:00.000-07:00

Do you use psychographic assessments when you are developing your marketing plans? Do you know the personalities in your marketing department, your sales force, your product development team, or even your customers, for that matter? Well, here are four descriptive personalities that will help you assess in-house product teams as well as customer receptivity to your products or services.

Leaders

Leaders are characterized as being persistent, assertive, independent, and structured individuals who really enjoy being challenged. They are extremely competitive and strive to be first in everything. They usually excel at multi-tasking but can sometimes make decisions too quickly. They also lack diplomacy and are big-picture kind of people.

Organizers

Organizers are defined exactly as their personality trait infers. They are methodical, pragmatic and intellectual. They usually keep their feeling to themselves. They are very judgmental and critical of others. Organizers thrive on facts and data. Unlike leaders who make quick decisions, Organizers are very cautious in their decision-making, almost to a fault. They are perfectionists and can analyze things to death before a decision can be made.

Explorers

Explorers are visionaries. They like adventure and uncharted territory. They are not afraid of risks. They are very outgoing but have a tendency to hog the conversation. They are, in general, poor listeners. They can be very disorganized, impulsive, and lack follow-through abilities. They have large egos and are not very good team players.

Enthusiasts

These are the people pleasers of the bunch. Unlike the Explorer, they are good listeners, have an easy-going nature, and support their colleagues. They usually tend to be quiet and don't seem to voice their opinion very much due to the fact that they want to "get along" with everyone. They are quite loyal, very hard workers, dependable, and trustworthy.

So, what personality are you, your co-workers, or your customers? Use this personality assessment to help you analyze and understand others. And... develop your marketing campaigns around the personalities of your customers.

Article Writing: Ezine Article Tips

2009-08-28T06:45:00.000-07:00

Have you or your public relations firm submitted articles to a trade journal? So, you're probably familiar with the process. But, have you submitted your articles online to an ezine? It's a great way to create awareness of your company. When you post your article to one ezine the chance of it being published by another publisher is great. So, your article can then go viral.

Write a high quality, original article. Please no plagiarism. Write what you know. Write what your customers or prospects might want to know about your company. Publishing ezine articles can drive traffic to your Website. Article writing builds trust and credibility for your company and products.

All the rules of good article writing apply to ezines as well. Start with a compelling headline. But make sure you use keyword strategies. This is mainly for the search engines so that they will index your article making it easier for your target audience to find you. There are several websites that can help you in choosing keywords. Use both upper and lower case letters in your article title. Don't use all caps. That's like shouting to someone. Keep your title to a maximum of 100 characters in length. And, of course, make sure your title relates to the content of your article. You want the reader to segue easily from title to article. There's nothing worse than promising something in the title and then not delivering it in the body of the article.

The article body should be between 250 and 5,000 words. The optimum number of words is somewhere between 400 and 750 words. If your article is lengthy consider splitting it into two articles. Format the article in an appealing manner. Use bullet points, subheads, block quotes, etc. to make your article stand out. Keep your paragraphs between two and seven sentences. Make your article easy to read.

Most ezine websites allow you to include a short bio of the author. This is where you can show your expertise. You also can pitch your company or products with a short one to three sentence encapsulation of how your company or product is unique. And you usually can include your website URL along with some sort of call to action or offer. Create a landing page on your website that is relevant to the article topic.

So, think about adding article writing to your mix of marketing tactics. It's just another way to create awareness and credibility.

Ad Copy: Keep it Short and Sweet

2009-08-27T10:35:00.000-07:00

Do many of you get verbose when it comes to writing advertising copy? I know some of you will say that "my customers are highly technical and want a lot of information". Well, in an advertisement, you should tease the reader into wanting to find out more information about you. If you give them all the information they need to make a buying decision at one sitting, then they could very well rule your company out of the competition before you even get a face-to-face meeting with them.

I know I've been preaching to the choir about adding benefits to your ad copy, but don't add too many. Six is probably too many and two is probably not enough. So, settle on three to four benefits, three probably being the optimum. If you concentrate on three bullet points, this will force you to really focus and think about why you are the best in your business. Otherwise, your benefits will be "me too" benefits and won't show your uniqueness.

Another reason to keep your ad copy short and sweet is so that you don't have to use 6 pt. type. Your readers will appreciate not having to get out the magnifying glass to read your advertisement. Start out with a compelling headline, followed by a short explanatory subhead, and then the body copy with three benefits. Finally, close the advertisement with a call to action. Yes, you want the reader to do something (that is, call you, go to your website, inquire about your products, etc.) now that they've read your advertisement. Give the reader an incentive to accept your call to action by offering something of value to them. This could be a white paper, a free demonstration of your product, a free training session, or whatever your audience perceives is of value.

Keep it short. Keep it simple. Keep it sweet. The secret to writing great advertising copy.

Magic Bullet Marketing: Three Common Mistakes Marketers Make that Cause Them to Fail

2009-08-26T12:37:00.000-07:00

Don't we all want to discover that magic formula for marketing our products? We all think marketing is easy. Just build it and they will come. Right? Wrong! Marketing is really all about letting the world know that you exist and that you have a product to sell. The best marketing tools won't do that for you unless you have clearly defined who needs or wants your products or services.

See the complete article on Buzzle.

Leads, Leads, and More Leads: Are You Following Up?

2009-08-26T09:47:00.000-07:00

How many of you feel that your marketing efforts are doing a great job of generating leads? You probably are doing a great job as evidenced by the number of leads you are generating. But, what do you do with those leads after you've dumped them into your CRM database? Most marketing folks say, "Well, that's the sales reps job to handle." But, we all know that sales reps tend to call on only the most recent leads or former customers to whom they've sold products to previously. How do you increase your conversion rates for these "cold" leads?

Qualify the leads. Determine what a qualified leads looks like to your company. And, don't just use the term "hot" because it is a "new" lead. Check to see how many of those aged leads remain viable and for what length of time. You may be surprised to find out that there is a high percentage of prospects that you can convert to customers.

Follow up with these aged respondents. Send follow-up information, offers, or educational information. In other words, stop ignoring these people. You may be leaving money on the table.

Don't get wrapped up in the chase. Even if you have done some follow up of these unconverted leads, don't get so wrapped up in chasing new clients when you've failed to court these aged leads to the fullest extent. You could send them an e-mail, a promotion, or an invitation to a trade show, if they fit that category. And speaking of categories, don't just dump all of your leads into one huge database. Do some market segmentation or clearly define other categories so that you can target your communications more effectively.

So, don't throw away those "cold" leads. Convert them to customers.

Mobile Marketing: The Trend of the Future

2009-08-25T08:59:00.000-07:00

Can you imagine getting rid of your desktop computer altogether and just sporting a hand-held device? Sort of sounds like one of those "communicator devices" on the early Star Trek TV shows, doesn't it? Well, we may not be far off from that fantasy.

More and more people are using Blackberries, iPhones and the like to receive their news, get maps and directional information, or to download music. So, how can marketers use this mobile mania to market their products? Well, you do need to be careful, because of the high costs of receiving messages, some of your customers may not want to receive advertisements. So, tread with caution.

There are various ways you can purchase advertising. SMS advertising is commonly defined as "ad units that appear appended to other published content. The ad unit can either be static (no action can be taken by the end user) or dynamic (user can act on the message)" according to the Mobile Marketing Association. Think of SMS advertising in terms of text-based advertising on the Internet. Usually you are paying for ad impressions and are purchasing as CPM.

MMS Advertising, on the other hand is defined as "ad units that appear inserted into other content. The ad unit can either be static or dynamic (clicking through or responding)" according to the Mobile Marketing Association.

What seems to work today is couponing. Very similar to how people are using Twitter and Facebook. Specifically for retail outlets, couponing seems to be very effective especially if people have signed up to receive your company's information. Restaurants and retail stores have used this type of mobile marketing to their benefit. They can keep their followers informed of specials, menus, or sales programs.

Mobile marketing may not quite be the ultimate marketing tool yet but it is growing. Most of the phone company providers are also understanding the needs of their customers. So, they are designing data plans to help relieve their customers of sticker shock when they receive their mobile phone bills.

So, you may want to add this marketing tactic as part of your marketing plan. As with all of the new technology, it seems that you just have to experiment and try it to start feeling comfortable. And by testing, you'll know what works best for your company.

KISS: Simplify Your Marketing

2009-08-24T14:03:00.000-07:00

Do you think marketing is complicated? Well, it can be if you make it that way. But, you really should simplify your marketing strategies. Here are a few things to remember when creating your marketing plan.

Know your target audience. Make sure you are aiming for the right people. So many companies continue doing the same thing over and over again when it isn't working. Just because "we've always done it this way" doesn't mean the market hasn't shifted or changed. Stay on the pulse of what's happening in your industry and with the people who have bought your products in the past. Are they shifting to a new technology, a different product, or another supplier? Find out from your customers how the market is trending.

Make an irresistible offer in all of your marketing material. Too many marketers simply state their product's features. Always answer the question for your audience "What's in it for me?". Get your audience to engage with your company. Offer them something of value. The valuable item will be different for each company. It could be a white paper, free product samples, or a free demonstration. You'll have to find out what your audience wants the most.

Make your marketing consistent. I see it all the time with my clients. They'll start a marketing program for a few months, then lose interest. And then they wonder why their marketing isn't working. Placing an ad once or publishing one press release will not increase your company's visibility. A sustained and consistent marketing program will increase awareness of your company and its products. If you only have the budget to do one marketing program, make it the best you can. If you can only afford to do some press releases, then send at least one out per month. Or, if you can only afford to send out an e-newsletter, send it out to your mailing list at least once a month. But, make sure you are providing your readers with quality information. It is most likely that you have a pretty good in-house mailing list. So, utilize that contact information to the fullest.

Following some simple rules of marketing will do wonders to promote your company. Keep it consistent, follow a regular schedule, and keep your message clear.

The Feature Article: How To Get Yours Published

2009-08-21T01:21:00.000-07:00

Many companies today are relying heavily on publicity to promote their companies and their products. But, there is more to public relations that just sending out a news release. Have you considered writing a feature article and pitching it to one of your trade magazines? Here are a few tips to help you write a great interesting article.

Spend some time writing your article. Don't just slap something together and turn it in to the editor. This isn't a homework assignment. Do some research. Make sure your intended message is clear in the article but don't be self-promoting. Since you've worked hard at pitching the editor on your article, don't disappoint him/her.

Try to write something that either educates the audience or entertains the audience. Your core message should be stated in the introductory paragraph. Feature stories generally range from 2,000 to 3,000 words so you don't want your message lost throughout the story. Four key parts of your feature article should be included: 1) quotes from people who are willing to be named in the article; 2) concrete examples of what your product actually does; 3) words that paint a descriptive mental picture; and, 4) information that is presented in a pleasing, interesting way.

You can write an application story, that is, one that helps demonstrate how your product works. Or, perhaps you want to focus on the human side of the company by writing about a charity that the employees work for. Sometimes a historical perspective is a good feature article if the company is celebrating a major milestone. And, of course, case studies that describe a problem and offer a solution are also viable.

In any event, writing a feature article is another great way to get your message out to your public. So, take some time and think about what you want to say.

Does Direct Mail Work?

2009-08-19T16:40:00.001-07:00

With all of the online advertising opportunities and the social media networking going on, does anyone still send out direct mailers via snail mail? Well, I'm somewhat of a contrarian, so I think this type of advertising still works. Even though you'll see some statistics that direct mail will fall by 38% in the next five years, I've found that some companies are really starting to embrace direct mail. And ... they are using some of the social media as a complementary marketing tool.

Rather than spend a lot of money for complicated direct mailers of the past, many companies are sending out postcards at a relatively inexpensive price. And they are getting some phenomenal results. For example, you could send out a coupon postcard to your targeted mailing list and then also place that coupon on Twitter. For local restaurants, shops, etc. it's a great, cost-effective idea.

For B-to-B direct mail is also a great way to stay in touch with your customers. You could send a postcard or mailer announcing an event, and then follow up with your customers with an e-mail, that is, if you have everyone's e-mail address. Since so many people now have the anti-spam software on their e-mail systems, even legitimate e-mails are not filtering through. So, the only way for you to contact your customers may be through direct mail. Many people are wary of placing their personal information online, so providing a business reply card with your mailer is a great way to increase your response rate.

No matter what type of mailer you send out, make sure you have a compelling offer such as buy one, get one free, for example. And definitely target your audience. Don't just buy a list and mass mail. Make sure that your products meet the needs of the mailing list whether it is an in-house list or a purchased list.

So, if you are in the process of updating your marketing plan, make some room for direct mailers. You'll be glad you did.

Videos Can Be an Effective Tool for Promoting Your Products

2009-08-18T14:29:00.000-07:00

Have you considered using rich media in your e-newsletters, online advertising, or even online news releases? Videos can be an exciting way to promote your company's products. And you don't have to pay a lot of money for a videographer to do it. Here are a few pointers for using video with your online marketing tools:

Instead of the static banner ad, why don't you add a video clip to your ad. Or, post your video on YouTube and include a link to your video on your banner ad. We call ads utilizing video -- rich media ads. Rich media draws the attention of your audience. But make sure you are providing useful information and not just something fun to watch. You may get a lot of hits but no sales. So, always remember your audience when producing videos.

You can also embed videos into your online news releases. Services such as PRWeb allow you to include videos as part of their service. A video gives editors a better understanding of the product you are announcing. Make sure your video is newsworthy, though. Your video could be a demonstration of the product, a testimonial, or some other interesting aspect of your product. People are visual and like to see what the product looks like. And, in this case, how it works.

Of course, you can also post your videos on your Website. This makes them easily accessible. Promote your videos using other marketing tools, too, such as brochures, direct mail, trade shows, and even e-newsletters. You can archive Webinars, product demonstrations, or company news.

So, there are many ways that you can repurpose your videos. With a little imagination, creativity and editing, you can find many useful ways to promote your company using videos.

Content Tips for E-Newsletters

2009-08-17T10:34:00.000-07:00

Do you scratch your head every time you sit down to write a new edition of your company's e-newsletter and wonder what you should write? Do you have writer's block most of the time? Well, here are a few tips to help you obtain great content.

Tip No. 1: Provide interesting information to your reader. Don't just write about recent company news unless you have a "hot" topic or product to write about. Look more to industry news, statistics, general trends, etc. to focus on in your next issue.

Tip No. 2: Provide tips and advice to your readership. Give them some "how to" articles. People are always looking to learn new information. Look to employees within your company to help you with these articles.

Tip No. 3: Reiterate a case study to show how a company solved a particular problem. But, again, make sure the case study is relevant to your customer base. Look to your customers to help you with a case study.

Tip No. 4: Add a short survey or opinion poll to your e-newsletter. People love to give their opinion on topics and enjoy seeing the results.

Tip No. 5: Make your e-newsletter fun. Of course, you may be dealing with serious subject matter, but a funny, humorous cartoon, anecdote, or quote may be just the thing to get your audience interested.

So, next time you have to sit down to write that next edition of your e-newsletter, refer back to these simple and easy tips.

LinkedIn: How to Get the Most Out of Your Social Networking Experience

2009-08-14T11:22:00.000-07:00

I attended the AMA Kickoff Party last night where we had a most engaging speaker, Dorothy Gilbert, speak about the social media networking site LinkedIn. She profiled her experience as a user of this social networking phenomenon and provided tips to help the audience get the most benefit out of using LinkedIn. Here are a few tips that I learned from Dorothy:

Tip No. 1: Keep your profile updated. Dorothy mentioned that the most important part of your profile is the Summary and the Headline. Most of the people attending the session are marketers, so they should know something about writing copy. However, when we're talking about ourselves, it seems to be difficult to think of persuasive copy and our unique selling proposition. We just don't want to be a braggart. But, when networking and marketing your small business, especially if you are a consultant, you need to discover and communicate what you do differently from any other person in your same line of business. In other words, use the same good old marketing techniques to market yourself as you would use when marketing one of your client's products.

Tip No. 2: What is the optimum number of connections you should make? That was a big question in last night's session. Dorothy says it will be a different number for each person depending upon your goals. And speaking of goals, you should have some goals as to what you want to get out of your LinkedIn experience. How many connections do you think is enough? How long will it take you to obtain that many connections? Do you want to receive speaking opportunities? Do you want to gain a new client? All of these goals will take time so don't expect to do one thing and expect a flood of business to come your way immediately.

Tip No. 3: Set some rules for yourself regarding how you use LinkedIn. For example, one audience participant says that he has a rule to never accept a connection unless they show their connections. Some LinkedIn users control their privacy so much that no one can see much information on their profile, their connections, their work history, etc. This gentleman will send an InMail to the person and explain his rule. Sometimes it works and the new connection will change his privacy preferences. Other times people are bound by an agreement with their employer so they cannot show their connections. In any event, a dialogue is created and connections can then be accepted or not. Another rule may be that you only accept invitations from people you know or have met. This is a good rule because some people think that the more connections you have the better. They think they are having a contest to see who gets the most connections. I'm of the thought that you want good, solid, trustworthy connections. If you are sharing any information with your network, you want to make sure that they aren't abusing the information you share.

Dorothy added many more tips at last night's meeting. But, I hope these few tips that I shared here will help you get more out of your social networking experience.

How to Pitch a Story Idea

2009-08-13T11:12:00.000-07:00

We all know, or should know, the value of public relations in promoting our company. But, the task can be daunting with over 6,000 magazines from which to choose. How does a company pitch an idea to an editor? Following are some tips that you can use right away:

Tip No. 1: Narrow down the number of journals you select. Start out by looking at the journals that come across your desk. What journals are your audience reading? There are several resources for you to review, such as Bacon's, which is the bible of the public relations industry. They have thousands of magazines and newsletters categorized by business and industry. So, start there to obtain a list of appropriate journals.

Tip No. 2: Know the magazine and know it well. There's nothing more offensive to an editor than calling to pitch an idea about a topic that isn't of interest to the magazine's audience. Also know the various sections/departments of the magazine. You should be able to target your feature article for a particular section of the journal.

Tip No. 3: Know the editors' preferred method of communication. In the past, most editors preferred a phone call or a paper press release. However, now with the advent of e-mail, many editors would prefer to be contacted electronically. If you're new to the p.r. game, always call and ask the preferred method. I actually have sent out surveys to a group of editors, whom I have worked with regularly to get the names, addresses, e-mails, phone numbers, and preferred method of communication. Most of the editors have responded positively to this correspondence but only if they know me and my clients well. I've even asked them to add additional editors, if necessary, for the various departments.

Tip No. 4: When pitching a story, try to focus on one idea. Only if the editor asks for other angles, should you push several other ideas. Don't use superlatives when pitching a story. Most editors want to know the facts. For example, how much savings an item has over the competition rather than just "a large amount of savings".

Tip No. 5: Never submit the same story idea to more than one competing magazine at a time. Only if the idea is rejected should you approach another editor. Most editors like exclusivity. They don't want to republish something that has already been out there. In other words, they want the scoop.

So, it's not that difficult to develop rapport with an editor. Produce results, follow their preferences, and respect their time will allow you to pitch a story very effectively.

Webinars: How to Engage Your Audience

2009-08-12T12:22:00.000-07:00

Have you attended a Webinar recently? I get at least one invitation per week, it seems. And, I've certainly attended my share of them. But, what about your company? Have you ever thought about adding Webinars as part of your marketing mix? Using Webinars is a very good way to get a captive audience to listen to your message.

But, what is a Webinar? Well, it is short for Web Seminar. It basically is a one-way communication from the speaker to the audience with limited audience participation. However, some Webinars include text chat capability and a Q&A session. Most Webinars consist of a PowerPoint slide presentation with a keynote speaker and maybe one or two other speakers disseminating information about an engaging topic. Here are some do's and don'ts.

Think of your Webinar just like you would any other seminar. Just because you don't have a "live" audience doesn't mean you shouldn't impart just as interesting information as you would with a face-to-face audience. The presentations should be delivered in a way to keep your audience listening. With a Webinar it is very easy for your audience to get distracted with other tasks at their office.

Sell the event ... not the product. Too many times when presenting a Webinar businesses hype their company or product rather than offering their customers something of value or interest. Since your Webinar will most likely be 30-40 minutes in length, you'll need to make sure you are offering your prospective audience some knowledge or expertise that they couldn't ordinarily get.

Track your results and refine your Webinar tactics. There's nothing worse than not learning from your successes or your mistakes. So, get some feedback from your audience and find out what you did right and what you can do to improve your next Webinar.

If you want more information on Webinars, sign up for my quarterly newsletter, KIWI News. There will be a full article on Webinars in the October issue. You can sign up at this blog. See the sign-up box to the right of this article. Or log on to our Website and create an account.

How To Create an Irresistible Offer

2009-08-11T12:53:00.000-07:00

Too many marketers fall short of communicating that irresistible offer to their prospects. Yeah, they might get the features right, and some may even get the benefits right, but they never go far enough in answering the question for their prospects, "What's in it for me?". That's what I call the "advantages"... over the competition ... over other products, etc.

You must offer a high ROI (return on investment). If your product or service is great, this is automatic. If you don't have a great product, then no amount of marketing or advertising will cover up that fact. So spend time on product development so that your product is made of the highest standards.

Make sure you are offering your product to the right audience. If you're selling hairbrushes, you're not going to market them to bald people, are you? So, make sure you audience has a need, want, and desire for your product. Target your audience. No matter how great your copywriting skills are, you'll never sell to an uninterested target.

Collaborate with a symbiotic company. If you're selling hairbrushes, perhaps you can team up with a hair salon, for example. You might offer the salon a percentage of sales for every hair brush they sell to their customers. You don't have to go it alone. Many companies are now collaborating to find new customers. It's a win-win situation if you choose the right collaboration.

But, above all, make your message credible and believable. Too many marketers create offers that are "too good to be true". If that's the case, your audience won't believe in you or your product.

So, next time you're creating an offer in an advertisement, online, or any other medium, remember these points.

SEO: Do You Know Your Google Ranking?

2009-08-10T09:51:00.000-07:00

Do you know the Google Ranking for your Website? Well you should know. Analyzing your Website is really necessary in this age of competition. You can get a free Keyword Friendly Report that shows you the number of inbound links, Google PageRank, keywords, etc. It's a very good report to have. You should review it with your SEO Manager or Webmaster. Just go to the Keyword Friendly Website and type in the URL of your Website. Within a few minutes you'll get a report.

The ranking system goes from 0 to 10. On average most Websites range about 3. Only the largest organizations will rank 8, 9, or 10. But how do you increase your Search Engine Ranking? Well, Google has a secret formula but we do know that it has to do with the number of pages on your site as well as the number of inbound links to your site. Google assumes that if you have links from credible sites that your site also is more credible. Here are the rankings and what they mean:

0 — You are not listed on Google. Most likely this is because you use Flash on your Website. Flash Only sites are invisible to Google. So, the recommendation here would be to only use Flash in the right places, that is, surrounding Google-friendly text or combining it with an XML Sitemap.

1 — This is a very poor ranking but you are listed. So, that's an improvement over a 0.Try adding more pages or getting more inbound links to your site.

2 — Poor ranking, but it shows that you are improving. So, keep trying, to get your site to the next level.

3 — Average. This is where the majority of sites rank. So strive to make your site even better. Over time, you should be able to push up to the next ranking.

4 — Above average. Your site is better than average but there is still room for improvement. But, be proud of your accomplishment.

5 — Good. With a 5 ranking, you are most likely to land on the first page from time to time during a Google search.

6 — Again, better than good. You will land on the first page of a search more often.

7 — If you are a small or medium-sized company, you should strive to have a 7 ranking. This is probably the highest you'll be able to achieve unless you are a very large corporation.

8, 9, 10 — You'll never make it to these levels unless you are a very large conglomerate.

Check your stats from time to time to see where you stand. Try some online Press Relations to get more inbound links. Add more pages to your site. Make sure your site includes keywords relevant to your industry. So, with a few changes to your Website you can make it more search-engine friendly.