Business Marketing Articles
What are gaps and distribution chains
- ...r find shoes or slippers wide or deep enough to fit. Cosyfeet's business is done almost entirely by mail-order catalogue following enquiries gener...
PR issues your business must deal with
- ...rs, buyers and consumers, your banker and your employees. The information you put out should be strictly factual and not an attempt to gloss over so...
Latest "Business Marketing" Articles
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Start your own website even cheaper than normal by using coupon codes
(...) If I did an online search for ‘coupon codes’ to help with buying the domain name and paying for website hosting, I could probably save myself some money.Ten minutes of searching and browsing through a couple of coupon code websites later, and I had the codes I needed. One knocked $10 off the cost of a new domain name for the first year, and the second code deducted 25 percent off the cost of hosting my website at one of the Internet’s best hosting companies. (...)
Choosing the right web development partner for your business
(...) Again there might be instances when you can accomplish the job by your individual effort but that could keep you diverted from your core pursuits like business development, finance management etc.
In such situations, outsourcing your web development services happens to be an attractive choice. In this regard, it is vital that you go searching for the right offshore web development services. (...)
Techniques for getting referrals for your business
(...) Once you're confident that they're pleased with that you've offered, then you need to request referrals. Make sure they're educated about your business and all sorts of the help you are offering to allow them to refer you to definitely qualified leads. A number of your clients is going to be better referrers than the others. (...)
Ways to write a marketing plan for your business
(...) To mitigate this, I like to think of a marketing plan as a discussion; writing the master plan, then, simply entails documenting that discussion. Here's how to generate an income like and how to approach the strategy.
Imagine that you're sitting in a coffeehouse or bar, speaking with a colleague about your marketing activities. (...)
Communicating your brand to your target audience to increase sales
(...) PepsiCo were in a position to send out promotional messages towards the whole group at the touch of a button - giving them instant access towards the exact individuals they needed to get in touch with, at minimal cost.
The price of the pagers was not much more than the $20 the customers paid for them: this is a self-liquidating sales promotion, because the promotion pays for itself - an excellent concept in itself!
Self-liquidating promotions require you to find something that people wish to purchase, and that carries a high profit margin - otherwise it is not feasible to offer a big sufficient discount to be attractive, but nonetheless cover the costs.
Communication devices are not necessarily electronic - free magazines or newspapers would work just as well. (...)
Cutting out business competition by specializing
(...) Make sure you really ARE the professional in your chosen specialism. Convey your specialist status to all interested parties - intermediaries, suppliers, consumers, everyone. Use the internet, but not exclusively: why not get in touch with your local TV, radio, and press to tell them you're accessible as an professional commentator? Being a specialist means you're not going head-on against the big firms. (...)
Use the packaging of your product to influence your target audience
(...) Finishing a bottle of mineral water just to appreciate crushing the bottle may seem a bit bizarre - but in fact the crushable bottle created a small, but discernible, USP in a crowded market. Following all, water is water - the product relies heavily on other factors to differentiate it from its competitors.
Watch what people do with the packaging. (...)
Concentrate on the relationship between customers and staff
(...) These engineers will encounter problems throughout the lifetime of the equipment - new makes use of for the systems will probably be needed, systems will crash occasionally, unforeseen circumstances will trigger new problems or new challenges on a regular basis.
Cisco Systems has therefore established a self-help online technical support system that permits engineers to troubleshoot the systems. What the website also does is allow engineers to share information and discuss problems, so that they can help each other to solve problems that they themselves may or might not have skilled. (...)
Start promoting your brand and products on social networks people use
(...) , communications the consumer was not looking for, aimed at persuading individuals to purchase. Now, advertising has become largely sought by the customers, and its aim is to "nudge" the person to buy one brand rather than an additional when they are already 99 percent committed to buy. But how to do the nudging?
YouTube has been one of the phenomena of the twenty-first century. (...)
Link your brand name to a personality
Terry's realized that the product had potential for year-round sales if it could be promoted better, so the company's advertising agency (BMP) began by identifying the brand's personality. They discovered that the chocolate orange is associated with the happy occasions at Christmas, with an indulgent playfulness.
The celebrity the agency chose to represent the brand was comedienne Dawn French, who is recognized as a chocoholic having a sense of enjoyable. (...)
Win customers from outside of your taget audience
(...) The company also retains a greater degree of flexibility than other package businesses - recognizing that many Saga customers have kids or siblings living abroad. The company permits people to combine a tour of (say) Australia using the possibility of staying on for a couple of weeks afterward in order to go to relatives.
Focusing on a segment nobody else wants indicates having the opportunity to capture the entire segment with small or no competition - Saga are now in a position to offer numerous services other than vacations to this age group, having established their credibility in the market. (...)
Help your business partners to get help yourself
From the viewpoint of the restaurants and bars, being related with Tate Modern was in itself prestigious: having the gallery supply them with free disposables also helped their bottom line. In the exact same time, getting the brand across in a novel and interesting way to 6 million coffee drinkers was achieved at a relatively low price - this sophisticated audience would be challenging to reach in any conventional way.
It's absolutely important to begin by identifying your "typical" target customer - which other goods and services they purchase, where they like to go on vacation, which magazines they read, and so forth. (...)
Learn from advertising agencies how to promote your business
(...) Determine what will most interest your consumer. Take the fight to the customer - you need to put the promotion correct where they will see it, outside their business premises if essential. Be daring - you cannot startle somebody with out doing something very unusual. (...)
Reposition your brand into a better marketplace
Lucozade is a carbonated glucose drink accessible throughout Britain and in numerous other countries. It was originally developed as a drink for people convalescing after severe illnesses - the glucose provided fast energy, and the bubbles gave people's digestive systems a boost. As a way of nourishing someone whose appetite may be poor it succeeded very well, and was in fact an iconic brand. (...)
Know the needs of your customers to keep them satisfied
(...) Survey Monkey will automatically analyze and collate responses, again all online, so that results come back very quickly indeed.
All a researcher needs to do is direct respondents towards the Survey Monkey website and log in. This can be done by respondents at home, or on the company's premises: in the case of (say) a retail service like a fast-food takeaway or perhaps a hairdressing salon, the business could set up a terminal and ask clients to total the survey while they're waiting. (...)
Use your customer database to the advantage of your company
(...) The business installed Trillium software to integrate all of the data on customers into a single database. Interestingly, this showed that some clients appeared in the company's databases more than once, maybe under a slightly various version of their names (for instance, Alan Smith might be recorded as A. Smith), so effort was being wasted on contacting the same individual more than once. (...)
Take your product direct to market and tell people about it
(...) At the time, it was more like an online jumble sale or auction than a true street market - but since then things have moved on.
Many businesses now sell goods on eBay. The site permits companies to set up "booths" from which they can sell goods, at a fixed cost rather than via an auction. (...)
Identify your business competitors and learn from them
(...) Opodo thus became a virtual travel agent, allowing individuals to book flights from anywhere to anyplace on whichever airline ran the route.
Opodo is not limited to bookings on its owners' flights only. This would limit the usefulness of the site for the consumers, so Opodo can book on practically any scheduled airline in the world apart from the low-cost airlines. (...)
Let your customers handle their complaints
As in most business-to-business markets, buyers rely on having great relationships with their suppliers, so few (if any) abuse the system. In fact, Granite Rock has discovered that the general price of dealing with complaints has dropped significantly: apart from the savings in terms of administration time, clients are actually awarding themselves much less compensation than Granite Rock would have been ready to pay.
The bonus is, needless to say, that customers trust Granite Rock and are much happier to do business with it than they're with (often cheaper) competitors. (...)
Make your marketing strategy enjoyable for your customers
(...) The duck came having a note saying that the guest was welcome to keep the duck, maybe to take home for his or her children: if the guest preferred, however, the duck might be mailed anyplace in the world in its own unique crate, having a message from the guest.
Mailing the duck incurred a nominal charge that might be added to the guest's final bill: the charge was, in reality, more than enough to cover the costs of the duck, the crate, and the postage, but in luxury hotel terms it was little.
The result of this was that hundreds of thousands of Radisson ducks had been soon finding their way across the world. (...)
Direct mail and the dark side of marketing
The crucial issue in the mailshot was the one-cent piece - not an eyecatching, gimmicky piece of envelope style, but a genuine (if little) gift to the recipient of the mailing. Apart from creating an intriguing mailshot, even such a small gift as a penny makes the recipient more inclined to do business using the firm.
Allowing for inflation, that penny would be worth close to 50p today, of course, so it may be worth considering sticking a larger-denomination coin towards the letter. (...)
The challenge of going direct to your final customer to market your product
Westinghouse's system needed to be adopted across all the rail companies, nevertheless, since each carriage or freight automobile might be carried across a number of various rail companies' tracks in its progress across America.
This meant that each piece of rolling stock might be connected to any other company's stock, including the brake systems. But how to persuade several dozen businesses to adopt the new system?
Westinghouse examined the routings of railroads across the nation to see where the main nexus of rail transport was. (...)
Respect your customers and attract more sales
(...) He was responsible for telling us that the only sound in a Rolls-Royce at 60 mph is the sound of the clock ticking, for instance. What he told his staff was equally important - among many Ogilvy-isms, two stand out. The first is: "The consumer is not a moron - she's your wife!" We need to maintain reminding ourselves that our consumers are not stupid, they are people just like us. (...)
Make people build your brand into their daily lives
Players can zoom in and out to judge their shots (as they would with the camera) and can win prizes, offset against signing up for the Lumix e-CRM (consumer relationship management) program.
There is, needless to say, a "tell a friend" button so that individuals who appreciate playing the game can involve a friend.
The game itself is quite addictive and engaging - plugs for the camera are shown in between each hole, and players are congratulated or commiserated with according to how well they play each hole. (...)
Use gifts that promote your product to attract customers
(...) Instead of sending salespeople to salons to get orders and following up with a delivery later, the Goldwell reps sold direct from a Transit van. This meant that salons could obtain products instantly, a major consideration if stocks had been low, and the reps had been in a position to show people the full range of products.
Where Goldwell scored, though, was in their sales promotions. (...)
Give your staff more power to improve your relationship with customers
(...) What they have beyond any doubt, though, is committed and capable staff (whom they call co-workers). Getting a job at IKEA is by no indicates easy: the business is looking for individuals who can act on their own initiative, and who can deal pleasantly and capably with clients, so IKEA is very selective in who they employ.
IKEA staff are all empowered to fix customer problems instantly. (...)
Developing corporate culture to keep staff highly motivated
Motivating and controlling such a diverse sales force would be impossible in any conventional way, so Amway relies on its corporate culture - derived from American free enterprise principles - to make sure everybody is going in the exact same path.
Salespeople are known as ABOs - Amway Business Owners - which instantly provides a label suggesting independence. Motivational tapes and books are accompanied by normal meetings in which salespeople are given pep talks, frequently in an almost cultlike atmosphere. (...)
How to win back customers that seem lost
Contracts for cellphones are renewed annually: BellSouth's first attempt was to mail 3,500 defected customers to tell them they could have a totally free phone and totally free calls if they switched back: the response was disappointing, with an average price of $800 for every consumer won back.
The business revised its method, this time contacting people who had defected 11 months previously, who would as a result be approaching the finish of their contract with the new provider.
Mailings were followed by a telephone call: this time around 10 percent of the lost customers returned, at a cost of $325 per returning customer. (...)
Show people that your product is better than others similar to it
Kearney suggested to the management that they survey their staff themselves and find out if they had been happy. She pointed out that unhappy employees are unproductive employees: the business management carried out the survey and found (to their surprise) that employees preferred Vacation Inn.
This was still not sufficient. (...)
Make exhibitions work to the advantage of your business
(...) on the stand?
Visitors who are not buyers might be users of your products and services, and will know who you should be talking to at their businesses - frequently they're fairly happy to offer a name for you, and even an introduction.
If you put the correct individuals on the stand, you'll make the correct contacts. Almost anybody from the potential consumer business can help you get a foot in the door - even retired people can probably let you know who you should be talking to, and may even give you some inside information about the best method to take. (...)
How to confront an unsatisfied customer without losing him or her
The first step in the save procedure would be to allow the consumer to vent their anger. The reps are trained to ignore abuse, and to understand that the customer is angry concerning the situation they find themselves in: they're not really angry using the company, and certainly not with the "save" rep. The subsequent stage would be to work out what the actual issue is - exactly where the service has gone wrong, in other words. (...)
Explain to your customers all the ways how they can use your product
(...) The early advertisements for After Eight mints showed people enjoying a dinner together, with the hostess bringing food out from the kitchen and also the guests complimenting her on the meal.
The concept of an after-dinner chocolate did not exist prior to Following Eights, and in reality for many people the concept of having a dinner party did not exist, either.
For Rowntree's, the combination of creating a entire new way of eating chocolate and also of encouraging a new group of individuals to have dinner parties meant having an entire market to themselves. (...)
Charge what the service you provide is really worth
(...) The difference was that one of the founders traveled using the documentation, taking it by hand from the shipping company offices direct to the agents' offices in Honolulu before the ships arrived.
In this way, customs officials could clear the cargoes before the ships docked. Dalsey, Hillblom, and Lynn became (needless to say) DHL and quickly expanded their personal delivery service worldwide. (...)
Love your customers and give them what they love
Customers had been encouraged to browse, to the extent that Waterstone provided seating so that individuals could read the books for a while if they wanted to.
There's nothing to stop someone sitting all morning reading, but in practice couple of individuals do this - they might read a couple of pages, but most of them purchase the book to read it at home.
Staff are chosen for their love of books, and for their knowledge of specific types of book - they are expected to be able to speak to clients on an equal level. (...)
Give credit where it is due and have more satisfied customers
Be extremely certain that the agents really are creditworthy. Recruit agents with great social networks if feasible - encourage "party plan" marketing to help this along. Be careful not to overstretch your personal credit. (...)
Keeping your customers waiting may prove a good business strategy
In other words, someone who agrees to purchase a Morgan can sell it the day following delivery for £5,000 more than the manufacturer's cost.
At first sight, this seems crazy - if the factory simply produced sufficient to meet demand, they could charge an additional £5,000 per car. Making individuals wait, though, gives the Morgan its distinctive selling proposition - Morgans don't depreciate. (...)
Where to position your product to obtain high sales
For instance, most shops have a pie shop exactly where a bell is rung each time a fresh batch of pies comes out of the oven.
Of course, individuals do not buy from any store unless they think that what's on provide represents value for money, but all supermarkets provide that: what Morrisons offers is a pleasanter shopping environment unmatched by other chains.
Look at your competitors
Look at what your competitors are doing, and do something different. (...)
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