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•Public Relations A Free Lunch
? by Claire CunninghamSeems like everyone is looking for the proverbial free lunch these days, particularly when it comes to marketing communications. Well, I hate to burst anyone's bubble, but there's no such thing. However, there are ways to stretch your budget and marketing public relations (PR) is one of them. By MARKETING PR I mean publicity that is directed towards your marketing target audience and carries marketing messages. (It's not the same as investor or employee relations.)...
•Remember what your mother told you Repetition WORKS
What message from Mom (or Dad) sticks with you? Is it “Always wear clean underwear”? How about “If you can’t say something nice, don’t say anything at all”? Or is it something else entirely? Mine is “Clean your plate.” (This could explain the excess poundage around my hips!)
These bits of advice stick with us for one big reason – REPETITION. You and I heard these messages again…and again…and again.
That’s the marketing communications lesson for the day. If you want your audience to...
•What A Newsletter Can Do For Your Business
by: Claire Cunningham
Newsletters are often thought of as easy, do-it-yourself communications projects. The reality is different…and that can be discouraging.
Developing a good newsletter concept can be difficult and time-consuming. It takes market intelligence -- and maybe research -- to find out what people will read. Then it takes careful planning, discipline and skill to crank out something worthwhile on a schedule.
Why bother? Because the rewards are there for those who enter...
•Creating a Good First Impression
by Claire CunninghamNo doubt about it, first impressions are important – whether you’re meeting a prospective mate’s family or introducing a product. What you say, how you say it, and when you say it are all critical. After all, your product’s only new once!Of course, you’ll create a product introduction communications plan, and stick to it. You know continuity works. And you’ll set aside adequate funding for the product intro. If the product is strategically important, this is NOT a good...
•It s Better to Ask than Assume The Power of Market Research
It's Better to Ask than Assume (The Power of Market Research.) by Claire Cunningham ©It’s Better to Ask than Assume.(The Power of Market Research.)No doubt about it. Smart marketing takes finesse. Nowhere is that truism more apt than in message definition. If you want to craft a compelling message, you need to understand your prospective buyer’s motivation. I had a boss once whose favorite saying was Don't assume. It makes an ass out of you and me. Drove me nuts, but you know what? It stuck....
•Being visible on a budget
Once upon a time a company introduced a new product. They didn’t want their competition to know, so they didn’t advertise or even send out a news release. Sales of the new product were disappointing. The manufacturer was unhappy. What went wrong? Any thoughts?
My answer is that this kind of “stealth marketing” doesn’t work. You need to be visible to sell something. When this manufacturer started promoting their new product, sales picked up.
So visibility is good for business. But how...
•Postcard Marketing Low Cost Visibility
by Claire CunninghamYou need to be visible to attract customers, right? But how do you get that visibility when you’re short on cash? Here’s an idea that’s worked for many businesses. It’s postcard marketing, and it’s very affordable. You can design your own postcards or hire a designer. Print the cards on 67# card stock to meet USPS requirements. Two or four cards will fit on an 8 ½” x 11” sheet so you’ll have to use a paper cutter. Postage is just $.23 a card.Here are some ways to use...
•Does Your Message Pass the Test
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by: Claire Cunningham
Develop an effective benefit message and you’re well on your way to building your company’s entire marketing program. After all, you need focus to create success. Without it you can wind up expending effort without getting the reward (income, that is) you’re looking for.
Start with these three ingredients:
Understanding of what the customer needs and wants
Knowledge of the competition’s strengths, weaknesses and messages
Insight about what you offer
Gather the...
•Growing Your Brand Assets
by: Claire Cunningham
Okay. Raise your hand if you think brand management is just for BIG companies (like Target, McDonalds or Ford.) Wow! That's a lot of hands! Well, guess what? You're all wrong.
Brand issues are important to ALL companies for the simple reason that people buy from other people. People have personalities. Branding establishes and communicates a company's personality (sometimes referred to as company image.)
Think about YOUR company. What personality or image do you...
•Keeping Customers With Communication
by Claire CunninghamYou work hard to attract new customers, right? Mailings, phone calls, ads, publicity. You have an annual marketing plan devoted to bringing in new customers. What about the customers you already have? What are you doing for them? Of course, you’re delivering a top quality product or service at a competitive price. But that’s not enough.Business wisdom says current customers are your best source for new sales. After all, these folks have already established a dialogue...
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