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marketing 101: OIL AND WATER: INSTANT GRATIFICATION AND MARKETING - 03/31/10 11:15 AM
In a world of instant gratification, instant messaging and instant coffee, some things take time; a day is still 24 hours long, the seasons (at least for now) come and go in rotation, and building a good reputation doesn't happened overnight...though destroying it can, but that's another post.
Especially in the online world, so many people seem to think that it's all about flooding everyone with tons of information and hoping some of it will stick. Unfortunately, in some cases it seems to work and this encourages others to try the same.
Over 90 percent of email is spam. That's an … (3 comments)
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marketing 101: POWER OF THREE (part iii) - 03/30/10 09:46 AM
If you're seeing this subject for the first time, you can catch up with parts 1 and 2:
POWER OF THREE (part i) POWER OF THREE (part ii) The topic of today is next next part of “TORCH”, the “R” or “Resources”. Thus far, you should have:
3 target audiences (“T”); 3 objectives (“O”), 1 for each; Now we need to determine what resources (time, money etc) that need to be applied in order to achieve the objective for each target.
I call this “reverse engineering”. We know ultimately what we want and who we want it from, but in order … (1 comments)
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marketing 101: POWER OF THREE (part ii) - 03/20/10 10:04 AM
In my last post(part i) I began discussing the "Power of Three" and TORCH, a marketing acronym (Target / Objective / Resources /Calendar / How). I left you with step one homework, selecting three different "T"s or target audiences for your marketing program.
I'm going to use WIDGET INC as my imaginary clients. WIDGET INC makes...you guessed it! They've decided they're going to market to (1)factories, (2)construction companies and (3)janitorial companies. My first question would relate to number 1 - "factories". That is a potentially vague market segment. After all, there must be thousands of different types of factories. It may … (2 comments)
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marketing 101: POWER OF THREE (part i) - 03/18/10 10:47 AM
I thought I'd share one of my marketing development programs with you. It's called "Power of Three" or "P3" for short:
three markets three targets three plans In a nutshell, the idea behind P3 is to pick three very different markets, develop three different goals, and the put a plan together for each.
WHY THREE
Well, I'm a big believer of not keeping all the proverbial eggs in a single basket. I am also a believer in not trying to do too much.
With P3, you pick three "markets". These could be demographics, industries or other cross-segment of potential clients. This … (6 comments)
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marketing 101: PERSONAL BILLBOARDS (AND CONVERSATION STARTER?) - 11/11/09 06:46 AM
I was working on my laptop the other day in at a Paradise Bakery in Phoenix (free Wi-Fi and an excellent "frequent flier" program) when I looked around at several other people, like me, all busily tapping away at their laptops.
Whether it was the potent mix of a particularly strong coffee coupled with a ray of sunshine that hit me just right I do not know, but I suddenly thought..."hey – all that advertising space".
How many people have laptops? How many people use them in public places? How many people glance at them while walking by? Imagine a simple … (12 comments)
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marketing 101: A GOAL A DAY... - 10/02/09 11:12 AM
What is it about that "Friday Feeling"? The anticipation of two days of no work? Having survived another week of the rat race? Sleeping in? Happy hour?
What ever the underlying cause for that slightly excited 4pm sense of excitement, many people feel a sense of accomplishment; and many wish they could feel that way every day. While this post comes under the broad heading of "marketing", it can apply to other aspects of personal or professional life.
The old proverb "an apple a day keeps the doctor (or dentist) away" has some conventional wisdom within. Take the proverb and … (6 comments)
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marketing 101: VENI VIDI VICI : MARKETING ACCORDING TO JULIUS CAESAR - 09/24/09 08:47 AM
"VENI, VIDI, VICI"
Julius Caesar is attributed with saying these immortal words (translation "I came, I saw, I conquered") in 47 BC. The Romans, for a many years, quite literally conquered the world; and they did it one battle at a time.
A marketing campaign is like a military campaign: there's a short-term goal and a tactic for achieving it. Notice I said "short term". A war is (alas) medium or long-term and a marketing program likewise. A marketing program (like the a war), is made up from a series of campaigns, each leading to what is an ultimate objective.
VENI
… (23 comments)
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marketing 101: THE SECRET RECIPE : MARKETING SUCCESS - 07/21/09 06:54 PM
You have a need. I can fulfill that need. Here's how... Sounds really simple, doesn't it? But that is the essence of marketing.
You need feed yourself and your family. Many stores sell food. You pick the most convenient (products, variety, value, location)... The winner is the one who hits the "you need/I have" nail on the head.
Creative marketing may involve "developing" a need that someone didn't know they had. Hate to say it, but it's true - I mean just look at half the medicine ads on TV. How many times have you seen a "problem" and … (4 comments)
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marketing 101: LEGACY MARKETING - 07/08/09 07:37 PM
"Oh boy, what's he doing now?"
Excellent question and I'm glad you asked. Let me answer with another question: how do you want to be remembered?
"You mean....?"
Yes, when you get to "the end".
Kidding aside it's a serious question. Personally, I want people to look back and think "there was a good person, who delighted in helping others".
So, the second question is: are you practicing your legacy in marketing now?
"Uh-oh, sermon..."
Actually, it's not.
If you think about it for a moment, if you want to be remembered, or look back one day and say "wow, … (3 comments)
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marketing 101: A GUARANTEED WAY TO GENERATE INTEREST - 07/06/09 10:43 AM
If you're reading this, then it worked. A thought-provoking or challenging "hook" is the first step in getting attention. What you do with it after than, of course, is up to you.
In social media, products like Twitter rely on interesting "tweets" in order for people to converse. Tweets that are considered good are "retweeted". There are even awards ("Shorty Awards") for the best one-liners.
A captivating lead-in can make a huge difference, no matter what product or service you're offering. Sometimes, the difference between you and your competition might just be getting someone to stop at your store or … (10 comments)
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marketing 101: FAMILIARITY DOESN'T ALWAYS BREED CONTEMPT - 07/02/09 02:36 PM
This post idea came to me after I read a very good entry on Steph Adamo's blog titled "Tropicana Redesign", in which Steph points out that there was nothing wrong with the "old" Tropicana carton design and that the "new" look is in fact, rather awful.
The post has since been featured on Yahoo! and other places. From the reaction to this comment, I think most people agree that, at least in this case, Tropicana (or rather Pepsico) should have left it alone.
But this raises a point. Especially in these turbulent times, people are looking for something different. Marketing … (33 comments)
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marketing 101: WEBBY'S : JULY 2009 ONLINE - 07/02/09 08:40 AM
The July edition of Webby's Updates is now online at www.JDELtd.com. Simply visit the site and click on the "news" button to read it.
This month features include two marketing pieces, JDE client reviews, news, new website launches and, of course, Webby's Trivia.
Happy 4th of July!
… (0 comments)
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marketing 101: IF YOU DON'T BELIEVE, WHY SHOULD I? - 06/26/09 08:08 AM
To quote a line from the Oliver Stone film Nixon, "nothing sells like sincerity".
Some can fake sincerity. In fact, I know people who take pride in their ability to fake it. This, in my opinion, is as dangerous (if not more so) than not caring at all.
We've all been in situations, most likely in retail stores, where we've encountered the stereotypical "bored" employee who is just there because "it's a job", and really doesn't give a hoot about anything, least of all you.
Now, that's not necessarily insincerity, but it's a lack of concern or even "light caring" about … (2 comments)
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marketing 101: G-R-A-S-P YOURSELF - NO ONE ELSE WILL - 05/14/09 06:50 PM
Hey, if you it can't G-R-A-S-P, no one else is likely to!
As always, I'm being a little tongue-in-cheek with my acronym, but when it comes to self-promotion, too many people put on the "modesty" hat.
There is nothing wrong with regular self-promotion (also see MARKETING 101 : START WITH YOU"). Call it "self marketing". Consider these questions:
Do you think you're reasonably good at what you do? Do you know where to find answers if you're stumped? Do you feel as though you're a benefit to your clients? Do you enjoy what you do? Do you try and give 100% … (6 comments)
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marketing 101: YOUR MARKETING R-A-D-A-R - 05/10/09 01:12 AM
Many people believe that one should constantly be on the "lookout" for new business opportunities. Most agree that there is a "time and place" during which to be actively looking. I disagree. When you’re a small business, every opportunity counts and it is possible to have your marketing "RADAR" always on and still not be one of those awkward people who hand out their business cards at weddings...
RADAR - Recognize A Deficiency And React
Your marketing RADAR should always be on. The moment may not be quite right or the situation appropriate to investigate a potential opportunity further, but it … (20 comments)
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marketing 101: “I'll GET BY” - 05/07/09 10:01 AM
"I'll get by," said a colleague the other day when we were discuss business cards and following a newsletter article (link here) I'd written on the subject titled "10 ways say it with cards". The conversation was about what I refer to as "marketing makeovers", reinventing oneself. This colleague had approached me with a simple request, "I need to change something because what I'm doing isn't working."
In the current economic climate it's easy to feel that way. There is an undercurrent of uncertainty in so much of what we do in our personal and professional lives. Business has suffered across … (6 comments)
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marketing 101: 10 Ways to "Say it with cards"... - 05/01/09 09:08 AM
Your business card: That little piece of real estate is, or should be, as much part of your business "personality" as your own. Not only does your business card contain your contact information, it's an introduction and a reminder for later. When someone is going through the stack of cards on their desk, rolodex or folder and they come across your card, they should recognize it and by virtue of that, recognize you.
That little 3½ x 2 inch piece of paper should be very important to you and your business. If you're a small business owner, self employed or have … (12 comments)
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Dave Segrove
Phoenix,
AZ
More about me…
JDE LTD
Address: Phoenix, AZ, 85086
Office Phone: (480) 353-0504
Email Me
Marketing and small business development consultant, web and graphic designer. What this means for you is that my company can be a central resource for both your online and offline marketing needs. With a focus on small business, and being one, I know that every penny counts. Affordable, high-impact marketing solutions are essential in the quest to succeed, no matter what the marketplace. My services include:
- Web Design, Redesign (Updating);
- Marketing Materials (flyers, business cards, postcards, brochures and more);
- Marketing Image "Makeovers"
- Traditional and non-Traditional Marketing Campaigns;
- Small Business Development;
- Logos and Branding;
- Education & Training;
You can view some of my portfolio at www.JDELtd.com.
My approach to my work is collaborative. There are many web design companies out there that sell you a template, take your deposit and get back to you with a finished site. At JDE, we don't do things that way. I firmly believe that in order to get the best results, you have to work with and not just for the client.
Please take a moment to read some of the testimonials on our website. Take a look at our portfolio. Our reputation for excellence and value is growing in leaps and bounds.
Please feel free to send me an email if you have any questions. I look forward to working with you.
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