Do Business Well

It is fantastic to have your own business, but the greatest thrill is to see your “baby” grow!

At last - you’re in business! But remember that even though you may have the best product or service, if it’s not properly promoted it will not succeed. Many entrepreneurs put marketing last on their list while it should be a priority; this is an important reason for business failures. But, there are various relatively inexpensive ways to promote your product or service. Let’s look at some examples. Continue Reading »

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What is yet to be determined is how well the holding companies will grapple with the challenge of integration of their services. Over the years, they have bought up a wide variety of companies in different aspects of the marketing business, but there has not been a great deal of coordination among the various disciplines. Continue Reading »

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The Road Ahead Is Curvy and Treacherous, and Good Road Maps Are in Short Supply

Advertising Agencies

Because of the extensive consolidation that has taken place in the last decade, further consolidation will take place at a slower rate in the immediate future. Part of this is a reaction to the government’s closer scrutiny of the mergers because of the Enron debacle. A pause in consolidation at this point is also good because it will give the acquirers an opportunity to digest the new properties and position them efficiently within the corporate umbrella. Continue Reading »

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I’ve made several mentions of AC International’s recent entry into the water bottle business. A large portion of our sales is made to companies who want either to sell or give away bottles with their name, logo, and/or message on the side. For less than two dollar apiece, a dealer can give customers who’ve purchased a bike a bottle that has the dealer’s store name and phone number emblazoned on the side.

With this range of possible advertising venues in mind, you’ll now want to begin to decide what approach to take to get your message out. Part of that process will include whether or not to use an advertising agency. Continue Reading »

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‘If you want a place in the sun, prepare to put up with a few blisters.’

Your message may seem trite and boring to you because you are so close to your product. However, the rest of the world doesn’t know about your great product story. When you have a clear idea of who you are, what your product is and what it has to offer the market, don’t give up. Keep on offering it until your prospects notice it as well.

The first time you put your product message in a covering letter say something like, ‘May we introduce you to…?’ The second time around, you can say, ‘May we remind you that…?’ The third time you could state, ‘Again, may we call your attention to…?’ The fourth time try, ‘We would like to remind you…’

Never give up on your basic, central message. You are exactly who you are. Present your product or service continually and without much deviation. If you deviate, you may confuse that tiny bit of the one per cent that is listening to your message and you will be the loser. Continue Reading »

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