| |
| |
|
Marketing Information |
|
|
|
Marketings Nuclear Weapon
Three seconds. That's what you have to convey your message. Creativity is the strategic weapon that allows us to capture those few precious moments of attention from busy consumers in our increasingly competitive, time-crunched environment. Focus groups tell us that time is a precious, yet dwindling resource. Attention spans are dwindling, as well. Many forces condition people: competing messages, special effects, quick cuts, pop-up videos, too much media. We should not totally surrender to these trends but instead look at the yearnings they reveal: a desire for simplicity, efficiency, truth, and quality of presentation. When we design and write marketing communication material we must recognize a very fundamental fact: we are interrupting someone's day. The fact that they chose to read, hear or view our message places a great responsibility on us to present this work as best we can. All the elements should contribute to a single point. A single reason for being there. Add something and it is excess baggage. Take something away and it's thin soup. The balance is critical. And, we can't underestimate today's consumers. They are smart and we must not fall prey to communicating to the lowest common denominator. Consumers demand creativity, and ultimately they are who we work for. Do The Math It adds up to this: the increasing need for creativity. Thinking beyond the rote. Asking why and why again. Researching. Feeding the mind. Looking at the situation from a different angle. Parking your biases at the door. Once you've done the research and asked all the questions, it's time to let ideas flow, not just on concepts, but also on content, medium, style. Quick example. A small New York lingerie store with virtually no budget wanted to boost business. Its ad agency had an idea: paint messages on the sidewalk within eight blocks of the store. The messages read, "From down here, it looks like you could use some new underwear." Business exploded. Creativity isn't just a flash of lightning. It is a deliberate, disciplined process that anyone can follow. Now, go be creative. Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Levolor, New World Mortgage, North Carolina Tourism, Ty Boyd Executive Learning Systems VELUX and Verbatim.
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
Marketing Manual Sample Outline The key to success in any business relies a large part in your ability to market your product or service. Often MBA students spend years studying marketing as it encompasses and relates to nearly all business operations. The Name Game Pop quiz! If you have to say goodbye to your hard earned money to purchase something you've always wanted, who would you rather trust: an unknown provider or one who has an established name in the industry?The answer to that question shows how important branding has become in recent years. And consequently, brand building has taken an equal significance. Commercial Collections By Telephone The telephone enables a credit manager to make many contacts in the shortest period of time. A call permits you to present your case to the debtor for immediate response. Effective List Management Can Save You Big Let's talk about how to keep your postage costs down.So far you have been following my advice and mailing to the same list more than once. Marketing Tips: Free First When people think about promoting their business, the first thought that comes to mind is, "What is is going to cost?" While marketing and advertising should be part of any well-considered budget, there are a number of opportunities to market your business for free that are often overlooked.Clubs & OrganizationsMost clubs and organizations have some sort of membership directory, either online or in print, sometimes both. Discount Promotional Items - How to Save Money It takes money to make money is an adage we hear everyday in the business world. So, when it comes to getting promotional items, you've got to budget for it. Discovering The Benefits That Hook Your Prospect Benefits! They're what marketing is all about. No doubt you've heard the mantra over and over: "Benefits, not features. Marketing - The One Marketeer I'm regularly asked to speak to people, that have eitherjust started a business or have been going for some time. Somany of these people are absolutely brilliant at working "intheir business" but not so good at working "on theirbusiness" In other words; they're good at making the productor providing the service but they're not so good at findingnew customers and generating more sales. The Marketing Secret Every Child Knows Little Kids Ask Until They Get What They Want.Mom, Mom, Mom, Mom, can I have an ice cream? Can I, Can I, Can I, Can I? Please, Please, Please, Please. For Ongoing Success, Make Marketing a Habit Make Marketing a Must, Not a MaybeWhen business is booming, it's easy to put marketing on the back burner. Why focus attention on getting new customers when you already have all you can handle? The reason is simple: when things slow down, you want to have new clients in the pipeline. The Fine Art of Relationship Marketing The buzzword these days is "relationship" marketing. Just what is it? And why is it important? Relationship marketing is so much more than "networking. 4 Steps to Successful Offline Event Booths A great way to gain more local sales is to rent a booth at a fair or bizaar. These can be a fun way to spend the day, and if done correctly a profitable one at that. New Years Revolution No, that's not a typo in the title. Resolutions are easy; most of us make them at least once a year. Real Estate Investing - Writing Killer Postcards to Attract Motivated Sellers! So many of you have been telling us that you're ready to get started investing, but "you can't find any deals! and what are the steps and secrets to finding great deals?" Some of you have even written asking us if there still ARE any deals left? OF COURSE there are! We find them all the time. But you ain't gonna find them looking at for-sale ads in the paper, for-sale signs in the yard, or by concentrating solely on short sales, foreclosures, REOs and agent-listed properties. How to Expand Your Target Markets Are your products or services geared towards only one target market? You can increase sales and profits by increasing your target markets. Below are some creative ways to increase your target markets by using your existing products and services you're selling right now. How to Connect Features and Values "Buy this magazine or we'll shoot the dog," went a memorable cover for the satire magazine National Lampoon many years ago. On the cover, along with the threat, was the picture of an attractive dog with large sad eyes - and a pistol pointed at its head!Want a powerful way to make sure your message leaves an impression on the people who receive it?Talk about the consequences that will occur as a result of following or not following your advice. Customer Retention with a Personal Touch Personal contact with customers is a crucial element in the success of any new business - and it's one of the most common casualties of growth. As a company grows, the president tends to fade away into his or her office. How Can I Break Into Cliques? Have you ever gone to a networking function and seen THE person who you feel could help you most there, except that person is surrounded by people ALL the time? Have you ever tried to enter into a conversation with that circle of people, only to have gotten the feeling you were intruding? How do you get an audience with a person who is constantly surrounded by "gatekeepers"? This happens often at gatherings that do not have a structured agenda- in other words in places where open networking is promoted. Here's an effective approach to meeting the person you want to meet. Focus...a Marketing Strategy The secret to increasing sales doesn't lie in choosing just the right marketing tactic for each of your businesses. The real problem that's experienced by many entrepreneurs--a damaging lack of focus. The Beginners Mail Order Business Guide No claim is made that the steps outlined would be successful for someone else. Each individual should obtain whatever professional advice may benecessary for his particular operation.
|
| home | site map |
| © 2006 |
