November 19th 2008
Like a bunch of eager bunnies, Internet advertising has split, combined, and multiplied into a bewildering array of approaches to advertising on the Web. Using abbreviations such as CPM, CPC, CPA, CPT, and CPS make the novice Net advertiser’s eyes glaze over when he sees this alphabet soup of Net advertising jargon. If this is you, don’t feel bad. You’re not alone. Continue Reading »
November 19th 2008
The first advertising tool to consider in promoting your Web store is the banner ad. A banner ad is like a small billboard that resides on a Web page. The standard full-size banner ad is 250×80 pixels. But even though almost every ad-supported site sells the full-size banner ad, Continue Reading »
July 28th 2008
Most of the suggestions offered to the manager/chairperson are aplicable to you as a group member. You just can’t be as directive.
July 18th 2008
<FIRST PURCHASE DATE, LAST PURCHASE DATE, PURCHASE FREQUENCY, PURCHASE VALUE (ACTUAL PURCHASES OR AVERAGE PURCHASE), PRODUCTS PURCHASED, PURCHASE DRIVER (WEBSITE “WALK-ON,” EMAIL RESPONSE, BANNER CLICK-THROUGH … )>
Because past purchases are among the leading predictors of future interest, you should use the information contained in the customer’s purchase history to determine the timing, offer, targeting, and personalization of your promotional communication. If, for example, you bought book from BarnesandNoble, you’ve probably been identified as someone who’s interested in high-tech business books, which means there’s a good chance you’d be interested in Geoffrey Moore’s Inside the Tornado. Continue Reading »
July 5th 2008
A number of different providers can help you solve your email customer communications and marketing needs.
Over the past few years a new breed of company has grown up to meet the demand for complete solutions to companies‘ email marketing needs. Providers offer a wide variety of marketing services, technical capabilities, and focus. The services these companies (the three leading players are Post Communications, Message Media, and Digital Impact) provide range from customized email marketing programs and high-volume email delivery to one-off direct email campaign execution. Naturally, prices vary considerably. Most still charge based on the old direct marketing model of cost per email sent, while others have introduced new pricing models that are based on managing the customer database and optimizing the value of the client’s customer relationships. What they have in common is that they allow you to out- source all—or at least a large part—of your email marketing solution. Continue Reading »
June 22nd 2008
As I write this at the beginning of the year, there are ten taxicabs in San Francisco that are painted bright purple and yellow and sport a big Yahoo! logo. Each has a computer onboard that offers customers wireless Internet access. For no extra charge you can browse the Web, check your email, trade stocks, order your groceries, look up directions to a restaurant or bar you’ll be patronizing that evening, and so on. Within a couple of years, every cab in San Francisco will have Internet access.
Otis Elevators recently announced that it would begin equipping elevators with Internet access. As passengers ride up and down to their offices, hotel rooms, or meetings, they will be able to read the latest news, check the stock market, or take a quick look at the web- site of the company they’re about to visit. Continue Reading »
May 7th 2008
Where are you going to do business? Regionally, nationally or internationally? How much will it cost you to market yourproducts nation-wide and do you have the resources? One of the biggest mistakes that new entrepreneurs make is that they try and expand too fast. Their own success can lead to their downfall.
Is your product or service oriented towards the rural or urban areas, or both, and how will you adapt your approach?
Also, how many competitors are already operational in theareas that you want to go into? How many outlets can successfully operate in one area? Continue Reading »
May 5th 2008
Powerful, successful marketers position their company/brand so that their selected target market will purchase from them and only them, forever and ever.
For example, Coca-Cola stands for delicious liquid refreshment; BMW stands for sheer driving pleasure; Nike stands for the athlete’s sportswear; Mike Lipkin stands for high-energy inspiration and fun. Seattle Coffee Company stands for classic coffee done anyway you like it. What do you or your business stand for?
In order to position your product or your service, you have to pinpoint your target market’s needs, values and desires. Then you need to develop and position your product or service to satisfy those needs. Your advertising, promotion and everything else about your business must then communicate your positioning to the consumer. Continue Reading »
March 19th 2008
This is a brilliant promotion in itself. Whereas unhappy clients never stop telling other people how badly they were treated, happy clients barely murmur, unless it is an amazing case of ‘And they even…!’ If you are going to be talked about, let it be in the latter way.
You can do simple things, too, such as taking care of people’s parcels as a kind gesture and security measure. In New York you have to hand in any bag bigger than a small handbag and, even though it is an anti-theft measure, it allows you to shop hands- free.
Recently, in a well-respected department store, I tried to check in my overnight bag and was advised quite firmly that it was against security regulations. I could not carry the bag and shop at the same time, so I left. In this case ‘they even’ made it seem a criminal offence for me to have asked! I just do not feel like going back, despite having shopped there for many years. Continue Reading »
January 7th 2008
By becoming a franchisor, you enter a new business environment. It is f longer hamburgers or exhaust parts you are selling, but a business system that will put others into business and help them to become successful their own right. And the mere fact that your core business runs like clockwork does not mean that you are ready to start selling franchises. significant amount of preparatory work will have to be done before you a ready to introduce the world to your franchise offer.
Revisit franchiseability
Should you wish to reassure yourself that your business is inde franchiseable, it may be a good idea, where franchiseability is discussed, with specific reference to Figure 5. At this point, the condensed description of franchising that forms part of t Consumer Code for Franchising may shed additional light on the matt We have reproduced it as the following.
