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Putting on-line strategies to work for you
Science fiction does not remain fiction for long
and certainly not on the Internet.
- Vinton Cerf (Grandfather of the www and co-architect of the ISP protocol)
No other form of media has matured as quickly as the web has. At no time in history have we seen changes, modifications and new avenues of communication appear so fast. In the midst of this rapid development, the web continues to offer advertisers unique marketing opportunities.
How can you...
Put Your Money Where Your Market Is
Crafting and implementing a winning media strategy is part business savvy, a fair amount of math, and a lot of research. If planned and executed properly, any medium will work. Skip a step in your planning and research and those customers might just pass you by.
Business Savvy: Most business owners and media buyers alike find this the most enjoyable component when developing the media plan. This is the negotiation stage where everyone wants to win.
Math: This is rather simple
you cant spend...
Advertise to Attract More Customers
When it comes to crafting your ad campaign, the price you pay and results you get are not necessarily connected. It's unfortunate that many advertisers pay the same price for poor results when they could have acheived great results. The difference is planning. Plan well and youll get better results from every campaign.
Before you start to write copy or call your friendly media sales rep, plan your advertising so you can see better results without spending more money.
Here are 4 steps to...
Re-Launching Your Ad Campaign
No business has been immune to the recent economic turmoil. If youre one of those who decided to shelve your marketing program and wait for better days, the time to ready your playbook is now.
Before you call your friendly media sales rep or start writing copy, do your homework. A great place to start is with a SWOT analysis. Take a deep and candid look at your strengths, weaknesses, opportunities and threats.
● Strengths: What are you truly superior at? Is it your people? Your...
Acquiring New Customers
With many believing the recession is over (or at least coming to an end), the time to get proactive with your marketing program is now. Here are several ideas to get your organization moving and new customers coming through your doors.
Idea #1: Tune out all of the talk & discussion surrounding the current economic condition. Stay focused on your goals and the objectives youve set for your company.
Instead of focusing on the unemployment figures, have you considered communicating with those...
Making Sense of New Media
By now, most advertisers have figured out that all of the new media is still subject to the same old disciplines. The internet is a tremendous marketing tool, but as we learned with newspaper, TV, and radio, it only works when it is part of a marketing strategy that has the main goal of bringing in business.
If you plan on using any new media, you still need to follow some basic rules. Attracting attention, appealing to the consumers self-interest, and building a positive brand image is...
Pick Your Lane
When it comes to crafting your marketing program, you must differentiate yourself from your competitors. Pick a lane, preferably one that is not occupied by someone else.
While there are many lanes to choose from and ways to add distinction between you and your competitors, consumers often see three lanes: The top, middle and bottom.
Top level companies are those who offer exceptional products, services and unprecedented customer satisfaction. Nordstrom immediately comes to mind.
Bottom...
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