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Casual Articles - Maximising the Marketing Communications Budget
Many of you are cold calling—or introductory calling, as I prefer to think about it—to set new business appointments with prospects. In order to effectively set new business appointments, it is important to determine the goal of your initial telephone call. Many of you would say that your goal is to close the sale. And that is true—closing is your ultimate goal. Closing, however, is not the goal of your first telephone call. This is an important distinction! When making introductory calls, your goal is to set the appointment and only to set the appointment. Every business has its own sales cycle. Getting in the door is step one. If your prospect does not kn
The answers can be found in a few key areas: The size of your brand and business, the nature of your target market, the relative size of your competitors, the level of experience you have gained from previous marketing activity and your personal predisposi
It’s an exciting world we live in today and one far different than the world of fifty-years ago. There are very few things in our society now that existed five decades ago, and if they do exist, they have certainly changed in a great many ways.Most people don’t realize that Network Marketing has been around, and flourishing, for more than fifty years. Not only that, but it has gained force over the years, to the point that today, it is the single marketing technique that brings in the most revenues for those that participate.People are suspicious of changeIn the 1960’s franchising was the new technology in business. My parents remember what
The exponential growth of new media covers every aspect of life from the second your (digital of course) radio alarm goes off in the morning through all the traditional offline media you’re exposed to over the course of the day. Once we go online and explore the huge demands on the budget related to email marketing, search engine optimisation, pay per click, web design and a plethora of other online marketing opportunities, the budget dilemma seems to become impossible. Various studies indicate the average person living in a developed country is exposed to anywhere between 3000 and 7000 differing advertising messages per day. If you’re targeting that person, then how do you choose the one or two messages that are going to grab their attention and generate the right response? Even for highly experienced marketers these are not easy decisions. Some will claim to take a highly scientific approach but in this article we will treat the budgeting exercise as a combination of art and science.
The answers can be found in a few key areas: The size of your brand and business, the nature of your target market, the relative size of your competitors, the level of experience you have gained from previous marketing activity and your personal predisposit
I want to share this staggering statistic. 1 in 12 people in the US is a shoplifter and a shoplifter will commit an average of 50 thefts before being caught. What is worse for retailers is that this represents close a 5 Billion dollar loss to shrink.I think store shrinkage is that "dirty little secret" that no one wants to talk about but everyone knows it is happening. Most people feel that it is only the customer who is stealing. Unfortunately the latest statistics showed that dishonest employees stole as much as six times the dollar amount that shoplifters do.In order to "shrink the shrink numbers", I believe that organizations need to take owne
The answers can be found in a few key areas: The size of your brand and business, the nature of your target market, the relative size of your competitors, the level of experience you have gained from previous marketing activity and your personal predisposi
Alright. Something weird is going on here.In the past few weeks, I’ve had three different people make almost the exact same comment to me.First it happened in Salt Lake City. I was recovering from a multi-speech day, resting in my hotel room, watching Anchorman. I checked the voicemail on my cell. It was from a strange guy named Mike. His message explained that he’d read my first book and would love to chat sometime.Cool, I thought. And since I’d already seen Anchorman 73 times, I decided to return his call. A few minutes later, I dialed his number from my cell phone ID. He picked up and said hello.“Hey Mike, it’s Scott, Th
The answers can be found in a few key areas: The size of your brand and business, the nature of your target market, the relative size of your competitors, the level of experience you have gained from previous marketing activity and your personal predisposi
Live, interactive, experiential tradeshow presentations add a dynamic dimension attracting crowds to your company’s products and services at your tradeshow booth. There’s an added benefit of having your audience participate in and become advocates of your products during and after the tradeshow. It is, however, important to keep “on message” when you have a live theater presentation at your tradeshow exhibit. A highly- tuned message is the key to your success -- ensuring that you meet your company’s marketing goals and objectives. Keep this in mind when you engage your next tradeshow presentation company.According to Elaine Cohen, Founder/President of Liv
The answers can be found in a few key areas: The size of your brand and business, the nature of your target market, the relative size of your competitors, the level of experience you have gained from previous marketing activity and your personal predisposi
Q: I have outgrown my home office and need to find office space for me and two part time employees. I am really excited about opening my first official office, but never having rented commercial space before I don't know anything about how this process works. What are some things I should consider before signing a lease? I'm really eager to get started! -- Jay P.A: Congratulations on the growth of your business, Jay, and I understand your excitement. Putting your name on a commercial lease is one of the first tangible commitments an entrepreneur makes to his or her business and searching for that first office or retail space can be a truly invig
The answers can be found in a few key areas: The size of your brand and business, the nature of your target market, the relative size of your competitors, the level of experience you have gained from previous marketing activity and your personal predisposition to believe in a particular approach. I’ve packaged that into
Ten golden rules for planning an integrated advertising campaign:
1 Repetition builds awareness builds response
Don’t spread your budget too thin. It’s better to repeat your message three or four times to the same person in the same media than to spread your message to a wider audience that may only see it once or twice
2 Online marketing is fashionable but that doesn’t make it right for your business
If you know you can build your business by increasing your web visits then online expenditure makes sense. But if your business model is not dependent on your website be careful about throwing all your money online
3 The smaller your budget the more benefit Public Relations can provide
Public Relations takes time and effort but the results can be amazing and the monthly fee often equates to just one advertisement
4 The bigger your business the more important brand building
As a massive generalisation, small businesses need to focus on building response and every penny they spend on marketing is looking for a short-term return. In the long
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