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Casual Articles - The 7 Areas of Marketing Waste - Are You Committing These Marketing Sins?
Many small business owners today act like lemmings following each other into a sea of choices when it comes to advertising only to drown in the murky waters of minimal return. Do you believe if the world's best artist painted a copy of the Mona Lisa that it would create a buzz? Not really....It would always be just another copy. So why do so many businesses (and agencies) fall into the same "copycat trap" with their traditional ad campaigns of newspaper-yellow page-radio spot-bottom line-end of story- strategies and then complain about the results?!Advertising by nature is the business of drawing public attention to goods and services performed through a variety of media. It is the most important part of a company's overall promotional strategy. While traditional marketing isn't necessarily negative (though it can irk the consumers it's trying to attract), it is somewhat "in the box" narrow minded focus. Time for more creativity...I sense a degree of urgency in today's advertising environment before the public goes "tivo" in regards to all ads.That's where the Art of Marketing FREE comes in! The most compelling and irresistible offer is something for free. The basic concept is for small
The marketing director or CEO needs to be able to enlist good marketing advice and planning as it is needed and then allow experts outside the company to implement the n
Everybody loves a bonus, a free prize. When we finished writing the 6 Secrets of Successful Advertising, we felt it needed just that – a little extra, like the temporary tattoo found in a box of kid’s cereal. Maybe even a whacky wall walker. You know, those little free prizes sell more cereal than anything else.Our free prize is Jim and Travis' Small Business Marketing Secret #6.5. Arguably, this little half-a-secret is more valuable than the other 6 secrets combined, and it’s certainly more enticing.Haven’t you been curious about what in the world the half secret would be? This half secret is the glue that makes the others work together.Your hooks will be sharper and catch more customers. Your message will spread more quickly and to more people. Your existing customers will be much more likely to buy from you again.If you don’t believe us, try a little test and measuring. Test your ads without using this secret, then once again after you’ve put this extra horsepower into your business.Traditionally, advertising only exists at the surface of an organization. The creativity and the attractiveness found in a company’s advertisements don’t permeate into the organization
1. Activity (over production)
2. People (over capacity)
3. Processes (over complication)
4. Waiting (poor communication)
5. Excessive Communication Costs
6. Trial and Error
7. Excessive Lead Costs
1. Activity (over production)
Too many people doing too many different things. Thousands of brochures produced with no clear plan how to get them in the right hands. Twenty different networking meetings on the horizon, with no time to follow up.
Over production and too much activity is usually a symptom of poor planning. You're not quite sure what you aim to achieve, but there is budget (or time) to spend and any marketing activity is seen as good activity.
Performing lots of different marketing activities without first having a clear vision and strategy in place is a massive area of waste. Your business may perform well as a result of so much effort (and cost), but how do you know what is working and what isn't?
Measuring ROI on activity is essential. This will enable you to focus more effectively on the successful activity and completely remove the need for unsuccessful or wasteful marketing approaches to free up capital as profit or to fund other business improvement initiatives.
2. People (over / under capacity)
Too many people involved in the marketing process can also be a big area of waste. In particular, full time marketing managers can waste a lot of time choosing where to spend your money on promotion.
The marketing director or CEO needs to be able to enlist good marketing advice and planning as it is needed and then allow experts outside the company to implement the ne
Medical assistants are one of the high growth jobs in the healthcare industry. If you are thinking about embarking on a new career, you might want to consider being a medical assistant. The health care field is growing on a daily basis, mainly to due to advances in medicine. There is always a great need for medical assistants in hospitals, medical centers and clinics. The aging of America’s largest generation is also pushing the need for additional medical assistants over the next several years.Medical Assistants are responsible for administrative and clinical tasks. These assistants are responsible for keeping health care offices running smoothly. The duties of medical assistants vary from office to office. Some of the administrative duties performed by medical assistants include answering phones and scheduling appointments, updating and filing patient medical records, filling out insurance forms, and billing. There are also clinical duties to be performed by medical assistants. These duties can vary according to differences in state law. Some of the tasks performed medical assistants include taking vital signs, preparing patients for examinations, or assisting doctors with examinat
1. Activity (over production)
Too many people doing too many different things. Thousands of brochures produced with no clear plan how to get them in the right hands. Twenty different networking meetings on the horizon, with no time to follow up.
Over production and too much activity is usually a symptom of poor planning. You're not quite sure what you aim to achieve, but there is budget (or time) to spend and any marketing activity is seen as good activity.
Performing lots of different marketing activities without first having a clear vision and strategy in place is a massive area of waste. Your business may perform well as a result of so much effort (and cost), but how do you know what is working and what isn't?
Measuring ROI on activity is essential. This will enable you to focus more effectively on the successful activity and completely remove the need for unsuccessful or wasteful marketing approaches to free up capital as profit or to fund other business improvement initiatives.
2. People (over / under capacity)
Too many people involved in the marketing process can also be a big area of waste. In particular, full time marketing managers can waste a lot of time choosing where to spend your money on promotion.
The marketing director or CEO needs to be able to enlist good marketing advice and planning as it is needed and then allow experts outside the company to implement the n
Origin of RFID tagsLeon Theremin is thought to be the first user or inventor of this device as the inevitable part of spy-kit for the Russian Government in 1945. This cannot be a reliable story: the tool invented by Theremin was a passive covert listening device and not an identification tag. The technology applied in RFID has actually been since the early 1920s. The IFF transponder, a much more relevant technology, developed in 1939 and the British utilised it during the Second World War to detect airplanes whether they were friends or foes.What is RFID?RFID is an all-encompassing expression for technologies that employ radio waves to recognize people or objects automatically. After storing a serial number or other identification data on the chip connected to an antenna, user can use a reader to receive radio waves from the chip and convert the signal into digital information, which can be passed over to computers and be used of.This technology finds its maximum usage in payment systems, access control and asset tracking. For instance, the logistics industry often uses it in making out large cargos.RF technology has a widespread use in many areas of electronics and
Performing lots of different marketing activities without first having a clear vision and strategy in place is a massive area of waste. Your business may perform well as a result of so much effort (and cost), but how do you know what is working and what isn't?
Measuring ROI on activity is essential. This will enable you to focus more effectively on the successful activity and completely remove the need for unsuccessful or wasteful marketing approaches to free up capital as profit or to fund other business improvement initiatives.
2. People (over / under capacity)
Too many people involved in the marketing process can also be a big area of waste. In particular, full time marketing managers can waste a lot of time choosing where to spend your money on promotion.
The marketing director or CEO needs to be able to enlist good marketing advice and planning as it is needed and then allow experts outside the company to implement the n
Stop wasting time looking for papers lost on your desk, running down to the office supply store for last minute printer ribbons, or working 24-7. Use these tips to get more organized, streamline your repetitive activities and plan ahead to prevent office crises and uproar.Tip #1 - Find special places for special papers…and then put them there. One colleague lost a full fee check somewhere on her desk and was too embarrassed to ask her client for another one. Now she has an old fashioned "clamp on a stick" to hold every check that comes in until they can be deposited. Use color-coding to distinguish types of work, the importance of the project, and increase the likelihood of finding the file when you need it. Color-coding cuts down considerably onTip #2 - Use color-coding to distinguish types of work, the importance of the project, and increase the likelihood of finding the file when you need it. Color-coding cuts down considerably on hunting through similar files to find just the one that's needed.Tip #3 - Meet with yourself once a week to work on your business. Review your marketing activities, sales activities, client needs and financial status to save hours of clean up ti
Measuring ROI on activity is essential. This will enable you to focus more effectively on the successful activity and completely remove the need for unsuccessful or wasteful marketing approaches to free up capital as profit or to fund other business improvement initiatives.
2. People (over / under capacity)
Too many people involved in the marketing process can also be a big area of waste. In particular, full time marketing managers can waste a lot of time choosing where to spend your money on promotion.
The marketing director or CEO needs to be able to enlist good marketing advice and planning as it is needed and then allow experts outside the company to implement the n
Test your assumptions about everything.Assumptions have a way of creeping into all parts of a problem-solving project. They’re often wrong, which can lead to a lot of wasted effort and even cause a problem-solving project to fail entirely. It’s very easy to take a strongly stated assertion as true, especially if it’s the boss who makes it. Remind everyone involved to be skeptical and on the watch for untested assumptions.Problem definition.Check the facts first to be sure that you and your team understand the problem the same way, and that you have data to confirm that the problem is important. Testing assumptions about the problem definition could include interviewing participants, collecting measurements, creating flow charts of what really happened, etc.Organizing your project.Don’t assume that the resources you need to solve the problem will automatically be available to you. Solving a messy problem is a project. Treat it that way by developing a project plan, obtaining sponsorship, getting commitment to participate from key players, etc.Root Cause Analysis.This is a favorite spot for untested assumptions to show up, espe
The marketing director or CEO needs to be able to enlist good marketing advice and planning as it is needed and then allow experts outside the company to implement the necessary action. There is no need for an internal marketing manager to oversee this if you use the right marketing consultants. By carefully retaining the services of a marketing consultancy you can gain access to a range of experience that no single individual can ever hope to possess. You can then recruit a more junior but bright person from within your company to liaise with your consultants and yourself.
You can never truly know if your marketing manager is working at full steam and I'm certain that they won't tell you unless they want more budget to spend on the next CV enhancing fad.
If you are a marketing manager reading this, be honest, maybe you should talk to your boss about a more flexible retained position. This way you can look for other contracts and build your exposure to more businesses which will enhance your ability to perform well.
If you're a solo or very small business, then the "people" doing your marketing may be just you and you may be suffering from a serious lack of capacity. There comes a time when your lack of time causes waste for your business and holds you back. You must seriously look at the skills gap and address the needs of your business (and your sanity!).
3. Processes (over complication)
Lean Manufacturing (where we learned our trade) deals with the process of moving an order through your supply chain and to your customer. In this instance we're talking about the marketing process - th
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