Using Publicity As A Creative Guerilla Marketing device

Coverage is an important and frequently disregarded tool of creative selling; plus a more cost-effective method of achieving the target audience than marketing. Using the inherent third-party certification of the press suggested in every content history, a reports or feature content in a very magazine, newspaper, or on TV or stereo, is a much more credibly-perceived marketing communications message compared to an ad or commercial. Publicists less frequently are favored with difficult news tales.

They are more often given the job of acquiring “softer” news and show stories on-air or perhaps in print. Here are several techniques including creative conceptualization along with application – what I call CREATIVE GUERRILLA FORMATTING – and they also work effectively when carefully thought-through and created.

Marketing is defined in many ways these days. Some define it as simply and as broadly as finding and filling a need. Others have long, specific definitions that define marketing as a relationship with consumers, in which trust is built and satisfaction and value are given. Some simply define, or rather associate marketing with manipulation: getting a targeted group to do what you want, and when you want them to do it. Definitions aside, it is the purpose of marketing that matters more than the definition.

Marketing is needed because of market competition and/or to create a need or demand for any given product or service. There will always be competitors who are trying to obtain the business of the same consumer market as yours. Additionally, the demand or need of a consumer must be incited through marketing, for products that do not have immediately recognized value, the way that food or clothing does. Marketing attempts to create brand loyalty through delivery of product or service value, and the trust of the targeted consumer. Through marketing communications and interaction, you tell the consumer, “this is why you should buy my product or service.” If it’s done masterfully, that message will be communicated without the consumer realizing it: the product or service will have an intrinsic value to them.

Offline Marketing vs. Online Marketing

• The cost of offline marketing is much, much higher than online marketing, especially considering the size and reach. Online marketing will save money for smaller businesses especially.
• There are a lot of options for offline marketing: billboards, magazine ads, coupon ads, newspapers, local radio spots, window ads, direct mail, newsletters, free samples. But, the reach of offline marketing is far less than online marketing.
• Due to marketing localization, online marketing can achieve higher conversion rates within regional efforts. However, offline marketing can be extremely time-consuming, and campaign details must be planned far ahead.
• Consumers are usually able to see, feel and hold the product, and marketers can interact personally. However, there is a lot more manpower needed within any offline marketing effort.

Why Online Marketing is Better
70% of consumers see a product offline, and proceed to research it online. At the same time, consumers will research something online before deciding upon an offline purchase. These are both huge incentives for optimizing online marketing. The reach of online marketing is 24/7, with limitless exposure to your target market. With the help of high quality, effective online marketing and SEM services, your business can be highly visible within search results, optimizing both online and offline conversion rates.

Online marketing does require time to implement and optimize overall, but not nearly as much manpower as marketing offline. However, online marketing can immediately publicize incentives, news, sales, etc. For example, a new sale, discount or trial offer can be posted immediately on a business website. It takes much longer to get this kind of information released to consumers offline.

Perhaps the most valuable aspect of all for online marketing is the available opportunity to track, compare and analyze consumer behavior. This information can be priceless to a business.

In order to save money and time, maximize exposure and conversion rates, and be able to easily track and analyze consumer behavior, online marketing is the best option. Why do online marketing? Because your competition is doing it, and if you do not start soon, you lose your competitive edge.

Stop Losing Productivity To Old Computers

Stop Losing Productivity To Old Computers

A lot of times we would rather stick with our older technology because of convenience, without realizing the time we are investing into our day to day tasks. There comes a point where your investing too much time using and maintaining older technology and computing. 

You start the day... Most of us turn the computer and wait for it to get to your desktop. Desktop loads, you then open up your mail browser, check emails, respond to some, or not. This early morning task might not seem like much, but i'm sure as most business owners know with older computers it takes more time then you want it to to complete tasks such as emailing, web browsing, viewing PDF... The list goes on. This is costing you money! 

You may already know that the older technology is costing you money but most people don't really know how much money it costs them. Here is the breakdown your hourly rate for you personally lets say $150/hour and a 10 second operation ( based on operation efficiency of DELL XPS 8500 ) takes you 40 seconds. Now you might not think that that's a big difference but do it a few hundred times a day all all of a sudden... Here check it out: 

10 Second operation cost you 42 cents ( this is standard for user proficiency and machine proficiency)

40 second operation costs you $1.68    (This is the estimated time for a outdated system to pre 

$1.26 - Money lost

spending 20 minutes a day preforming this operation would yield a daily loss of about $50 

5 day workweek Loss from this single operation alone:

$250 - Loss Per Week

Just in case my layout is a bit confusing what the numbers illustrate is that in a single week of this silent financial sinkhole costs you $250 over the course of a year you wind up losing $13,000 on wasted time. All this extra spending could be prevented by keeping your business, software, and machines up to date. In this example a $800 investment would save or open up a revenue source of $12,200.

You may not notice the impact of this financial burden because  the money never actually comes out of your pocket. Its hard to see what your not receiving for your time as apposed to how much your spending. That's what most business owners look at " I don't have enough money to invest $600 in a new computer" not realizing they lose way above and beyond by not making the investment. 

I've seen this not to long ago with a struggling printing shop. They had a healthy workflow, solid clientele, great communication. So why were they struggling? They were struggling because there artwork department was running on old machines. When i told them this they didn't really see what i was talking about " yeah the computers a little slow but we get all our work done on time" I had to explain that its not about getting what you have done, its about doing more with your time. After 2 months they updated there artwork department with new machines. They then found that they were over staffed in there art department and after downsizing there department they still had a little room for more work. 

I hope this helped you understanding one of the silent threats outdated technology has on a business's financial standing, and overall productivity. Next week we will be discussing evolving with the times and how to prevent being left behind.

   

Website Promotion & Internet Marketing Strategy

Website Design

• One of the keys to website promotion is a user-friendly design. Incorporate the elements that your intended audience expects. A business site, for example, may use more subdued coloring and familiar fonts such as Times New Roman to suggest experience. You should also test your site in a variety of browsers, including mobile devices. Your Web analytics data can identify the top browsers used by your visitors to help you make the necessary changes. Good grammar and spelling are the hallmarks of a professional site, explains Six Revisions.

Keyword Research

• Your website content will be a major player in your Internet marketing strategy. Use a keyword research tool to identify the words related to your business that generate the most searches. You can then use these words in your content to target visitors looking for businesses like yours. If you focus on more specific keyword phrases, you can hone in on specific types of visitors, explains Google. For example, a visitor searching for floral oil paintings has a specific goal rather than a visitor searching for paintings.

Social Media

• Just like a Web presence, having a social media identity is expected with today's Internet audience. A social media identity gives you an opportunity to interact with potential customers and established buyers. Whereas your website may be more static, you can use social media to respond to events as they occur. You may find it helpful to have one representative of your business or employees from each department so that visitors can get to know the individual. This can be helpful for building relationships and improving your marketing strategy.

Consistency

• At the crux of your website promotion and Internet marketing strategy is consistency. Keep your website fresh and updated. Add features such as a product of the month or a question and answer forum to reach out to visitors. If you have a social media presence, stay active. Your interaction should not be limited to promotion only. Build trust with your visitors by showing a human side to your business.