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Casual Articles - Luxottica's Foundation Gives the Gift of Sight and Connects Employees
Direct Mail - Don't Assume, Just Test and Track
Where to Start:Most novice marketers have definite fixed ideas about direct mail that are way off base - most often in the area of what to spend and how much to do. You should determine what you are able to spend for your marketing budget, spend it, and determine the maximum number of leads that you can create. For instance, I’ve heard this statement quite often: "We aren’t that large of a company. How could we send out 2,000 postcards all at once?" because "What if they all call?" – seems like a valid concern, right?Here is the reality behind it: Unfortunately they won’t all call. However, a good deal of them very well may and making sure that your traffic in is not more than you can handle is something to think about. Truthfully, there is no sure way to tell exactly how many people will call if you haven’t
stributor Luxottica Group, are bWhere to Start:Most novice marketers have definite fixed ideas about direct mail that are way off base - most often in the area of what to spend and how much to do. You should determine what you are able to spend for your marketing budget, spend it, and determine the maximum number of leads that you can create. For instance, I’ve heard this statement quite often: "We aren’t that large of a company. How could we send out 2,000 postcards all at once?" because "What if they all call?" – seems like a valid concern, right?Here is the reality behind it: Unfortunately they won’t all call. However, a good deal of them very well may and making sure that your traffic in is not more than you can handle is something to think about. Truthfully, there is no sure way to tell exactly how many people will call if you haven’t
Forget Culture, Change Behaviours
Margaret Thatcher once declared: “There’s no such thing as society. There are only individual men and women, and there are families.” You wouldn’t expect anything less from the Iron Lady sitting on the right-hand side of the right political arena, where individualism is king and collectivism is bad for your health. Whether the former UK prime minister really believed what she was saying to the letter or was just using it as a strong point in defense of her Tory ideology of individualism, I don’t know. But the world heard her and responded with varying degrees of horror, or admiration.My temptation to steal the line is strong. So here it is: forget culture, there are only behaviors. These can be accepted or unaccepted, expected or unexpected, sanctioned or not. There are established ways of doing things, ways of
Joe DeZenzo and his 20-person staff at the Give the Gift of Sight Foundation, a philanthropic arm of eyewear manufacturer and distributor Luxottica Group, are bMargaret Thatcher once declared: “There’s no such thing as society. There are only individual men and women, and there are families.” You wouldn’t expect anything less from the Iron Lady sitting on the right-hand side of the right political arena, where individualism is king and collectivism is bad for your health. Whether the former UK prime minister really believed what she was saying to the letter or was just using it as a strong point in defense of her Tory ideology of individualism, I don’t know. But the world heard her and responded with varying degrees of horror, or admiration.My temptation to steal the line is strong. So here it is: forget culture, there are only behaviors. These can be accepted or unaccepted, expected or unexpected, sanctioned or not. There are established ways of doing things, ways of
Help! I Can't Get Any Sales!
Don’t pay for more advertising just because you’re not getting sales. More ads or more traffic to your website is not always the answer to more sales. There are some simple steps that you can use to evaluate your situation before you make any definite decisions on why your online sales are sagging.1. Survey your last 10 customers who never bought from you again. Many seasoned business owners already know that it is wise to keep addresses of all their customers. They can send out future promotions on sales, new items available or other current news about their business. Yet, how many use their customer base to help evaluate why their customers bought from them or didn’t buy from them again? If you’re having problems getting sales, ask some of your past customers to help you make your business better. Offer them a sm
aff at the Give the Gift of Sight Foundation, a philanthropic arm of eyewear manufacturer and distributor Luxottica Group, are bDon’t pay for more advertising just because you’re not getting sales. More ads or more traffic to your website is not always the answer to more sales. There are some simple steps that you can use to evaluate your situation before you make any definite decisions on why your online sales are sagging.1. Survey your last 10 customers who never bought from you again. Many seasoned business owners already know that it is wise to keep addresses of all their customers. They can send out future promotions on sales, new items available or other current news about their business. Yet, how many use their customer base to help evaluate why their customers bought from them or didn’t buy from them again? If you’re having problems getting sales, ask some of your past customers to help you make your business better. Offer them a sm
Competing With The Big Dogs
You run a small consultancy. You're well qualified, experienced and dedicated. Yet you can't get a meeting with the corporate decision-maker.Your proposal was a work of art. You provided exactly what the client needed, plus a ton of added value. Yet the business went to a well-known firm offering a standard approach at twice the price.You did a great job for the client, during which a whole lot of other needs surfaced. All are within your expertise, but you weren't even asked to submit a proposal.Any of these situations familiar to you? If so, what you've encountered is the power of a well-known brand name over rational choices based on factors like expertise, ability or value.How Corporates ChooseWhen you sell to established businesses, especially large ones, you start off believing
t Foundation, a philanthropic arm of eyewear manufacturer and distributor Luxottica Group, are bYou run a small consultancy. You're well qualified, experienced and dedicated. Yet you can't get a meeting with the corporate decision-maker.Your proposal was a work of art. You provided exactly what the client needed, plus a ton of added value. Yet the business went to a well-known firm offering a standard approach at twice the price.You did a great job for the client, during which a whole lot of other needs surfaced. All are within your expertise, but you weren't even asked to submit a proposal.Any of these situations familiar to you? If so, what you've encountered is the power of a well-known brand name over rational choices based on factors like expertise, ability or value.How Corporates ChooseWhen you sell to established businesses, especially large ones, you start off believing
Why Your Best Employees Don't Deserve To Be Managers
You'd think we'd know by now -- just because someone is fantastic at doing something... doesn't mean they're equally as good at managing others to do that same thing.After all, the skill set required to practice a specific profession -- whether it's plumbing, hairdressing, engineering, selling, teaching, accounting or whatever -- is entirely different from the skill set required to manage people.Yet organizations persist in promoting "doers" into management roles. These promotions come with better-sounding titles, more money, more perquisites, more prestige and... more responsibility.And they involve doing less -- perhaps none -- of the "technical" work that the manager did previously, and more (or all) of the work of managing others.In one sense it's logical -- a manager who used to
m of eyewear manufacturer and distributor Luxottica Group, are bYou'd think we'd know by now -- just because someone is fantastic at doing something... doesn't mean they're equally as good at managing others to do that same thing.After all, the skill set required to practice a specific profession -- whether it's plumbing, hairdressing, engineering, selling, teaching, accounting or whatever -- is entirely different from the skill set required to manage people.Yet organizations persist in promoting "doers" into management roles. These promotions come with better-sounding titles, more money, more perquisites, more prestige and... more responsibility.And they involve doing less -- perhaps none -- of the "technical" work that the manager did previously, and more (or all) of the work of managing others.In one sense it's logical -- a manager who used to
Offline Advertising Secrets: Using Offline Advertising to Get the Most from Your 'Name Squeeze' Page
Many people online are not using one of the best advertising methods around. I’m talking about offline print advertising. I’ve been using it since 1998, and I have a secret to share with you. Over 60% of my online business comes from offline print advertising. I know that 60% sounds very high, but it’s because I use offline print advertising as my main advertising method.Before we go any further, I’d first like to tell you to not give up on your online advertising methods. You just need to learn to use online and offline advertising methods together.Here is how I used offline print advertising to drive people to a struggling “name squeeze” page.I know that many of you are frustrated with your online advertising methods. Email advertising, PPC advertising, website advertising, and the like can all be very
stributor Luxottica Group, are busy folks. DeZenzo spent the better part of May in two Romanian cities on a mission with a single aim: to help students see bett
Many people online are not using one of the best advertising methods around. I’m talking about offline print advertising. I’ve been using it since 1998, and I have a secret to share with you. Over 60% of my online business comes from offline print advertising. I know that 60% sounds very high, but it’s because I use offline print advertising as my main advertising method.Before we go any further, I’d first like to tell you to not give up on your online advertising methods. You just need to learn to use online and offline advertising methods together.Here is how I used offline print advertising to drive people to a struggling “name squeeze” page.I know that many of you are frustrated with your online advertising methods. Email advertising, PPC advertising, website advertising, and the like can all be very
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