Advertising and Marketing Methods are Working

Signs Your Advertising and Marketing Methods are Working

Knowing that your advertising efforts are paying off doesn’t just come from getting an immediate sales boost. It can take time to see the difference in your profits. But, here are some signs you’re doing things right:

  • You’re getting more phone calls
  • You’re getting more foot traffic.
  • More repeat clients
  • You’re developing an online following or getting more website traffic.

Phone Calls

It takes time for your advertising efforts to pay you off financially but if you’re getting an influx of phone calls, maybe an ad you recently placed or that new sign on your building has started something good. Consider tracking the number of phone calls or email inquiries you’re getting so you can measure it against various advertising techniques.

Foot Traffic

People often browse for something a few times before buying. More people than ever do a bit of comparison shopping, particularly for bigger ticket purchases. Try tracking your store’s foot traffic after a recent advertising campaign so you can try to measure whether or not you’re seeing a positive difference or not.

Repeat Customers

Advertising doesn’t have to be aimed at new customers only.  A new ad technique could bring older customers back as well. If possible, track how things are going with existing customers so you can ascertain what sort of ratio of business and business inquiries are a new customer versus a repeat customer.

The Internet

Offline advertising efforts can bring about online results. The reverse is also true. Ads online can bring in foot traffic. Local or in-store advertising about your website could bring traffic to your site or a social media profile. If you’re doing local advertising and you can direct people to your website, this is a great way of measuring results. There are many tools that can help you track how visitors arrived so you can try to map that back to various advertising efforts.  If you’re getting visitors to your site and an increasing number of people following you on Facebook and Twitter and other social networking sites, this is a good sign and can lead to further success as well.

Regardless of what sort of advertising methods you’ve tried lately, analysing results is the key to continually evolving to meet the needs of past and future clients.  Advertising and marketing don’t necessarily pay off immediately but an ongoing focus on them will help you increase your customer base and market share continually.

Freelance blogger Sharon Hurley Hall writes today for Sherwood Signs, UK sign makers with a great reputation for creating quality signs and banners.

Article publié pour la première fois le 04/03/2012

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THE COMPLETE MARKETING MANAGEMENT GUIDE 1

The Marketing Process

Marketing is the process by which firms create value for customers and build strong customer relationships in order to capture value from customers in return. Marketing management is the art and science of choosing target markets and building profitable relationships with them. As you can see, this entails far more than just advertising and personal selling, which is the common perception of marketing.

 

The Marketing Process

 

 

Example of a Marketing Process

How to Market

The Marketing Mix

Marketing mix – is the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the target market, commonly referred to as the Four P’s.

 

Tools/Elements of the Marketing Mix

Transforming four P’s into four C’s

Product – Customer solution

Price – Customer cost

Place – Convinience

Promotion – Communication

 

 

Advertising

 

The Major Types of Advertising

  • Institutional advertising – Designed to enhance a firm’s image. o McDonald’s sponsoring the FIFA World Cup.
  • Product advertising – Promotes the benefits of a specific product or service. o Normal advertisements.
  • Pioneering advertising – Intended to stimulate primary demand for a new product or product category;
  • Apple’s advertising campaign before the launch of their next iPhone.
  • Competitive advertising – Used when a product enters the growth phase of the PLC and when other firms begin to enter the market
    • If a new company with a new product enters the market, you will notice that the old company will begin a heavy advertising campaign to try and deter the new company.
  • Comparative advertising – Compares two or more specifically named or shown competing brands on the basis of one or more specific attributes.
    •  Detergents!

 

 

Digital Advertising Opportunities

 

First and foremost, there is Google. In order to advertise in google searches, you need to register with Google AdWords. This is their advertising tool where you will create a marketing campaign by targeting certain keywords (buy shoes in New York) and normal demographic details.

Then, there is Facebook, which is a bit easier to use. Their advertising tool is Ads Manager that you can access from your Facebook page. In this tool, you can target your audience according to demographics and interests.Other than Google and Facebook, there are many others like Twitter, StumbleUpon, etc. However, I strongly suggest that you start with Google and Facebook because they are likely to be the most effective.

That being said, the major benefit of advertising on Google is that you can target consumers who are looking for exactly what you are offering and they are ready to buy it, and this is done by advertising according to the keywords that these people are searching, for example, “buy shoes”. This is why Google is such a powerful advertising platform.

On the other hand, the major benefit of advertising on Facebook is that you can increase your brand awareness by targeting your potential market far more accurately than on any other platform. For example, if you owned a video game store in New Jersey that wanted to sell a new action video game, you can target 16-year-old boys living in New Jersey that are interested in action video games.

 

 

What we market

The Levels of Products and Services

Product – is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need or want.

Service – is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

 

 

The Levels of Products and Service

 

The most basic level is the core benefit, which addresses the question, what is the buyer really buying? When designing a product, marketers must first define the core, problem-solving benefits or services that consumers seek.

At the second level, product planners must turn the core benefit into an actual product. They need to develop product and service features, design, a quality level, a brand name, and packaging.

Finally, product planners must build an augmented product around the core benefit and actual product by offering additional consumer services and benefits.

 

What Must You Do When Developing Products

  1. Identify the core consumer needs the product will satisfy.
  2. Design the actual product.
  3. Find ways to augment in order to create the bundle of benefits that will provide the most satisfying customer experience.

The Products Life Cycle (PLC)

  • The Introduction Stage- When the new product is first distributed and made available for purchase.
  • The Growth Stage- When a product’s sales start climbing quickly.
  • The Maturity Stage- When sales growth slows or levels off.
  • The Decline Stage- When a product’s sales decline.

Strategies for Each Stage of the Product’s Life Cycle

 

Strategy during the Introductory Stage

  • A rapid-skimming strategy – Launch the product at a high price, but supported by high levels of advertising expenditure.
  • A slow-skimming strategy – Launch the new product at a high price, but with limited advertising expenditure.
  • A rapid-penetration strategy – Low launch price accompanied by heavy advertising.
  • A slow-penetration strategy – Low price level accompanied by a low level of advertising expenditure.

 

Strategies during the Growth Stage

  • Slightly lowering prices to raise the barriers to entry for potential new competitors.
  • Improvements to the product’s quality, adding new features or new styles.
  • Change package sizes.
  • Product line extensions.
  • Selectively expand the distribution network.
  • Shift the advertising objective from product awareness to brand insistence.

 

Strategies during the Maturity Stage

  • Promote the more frequent use of the product by current customers.
  • Find new target markets for the product.
  • Find new uses for the product.
  • Price the product below the market to attract more price-sensitive buyers.
  • Develop new distribution channels.
  • Add new ingredients or eliminate old ingredients.
  • Make a dramatic (new) guarantee.
  • Improve quality or add new product features.
  • Reposition the product.

 

Strategy during the Decline Stage

 

The main strategy is to reduce marketing expenditure to the absolute minimum or to re-establish the product’s market position. The re-establishment could entail a makeover or rebranding of the product. For example, Coca-Cola made Diet Coca-Cola, and when it started to decline, they made a few modifications and came out with Coke Zero, which was seen as a brand new product yet it was simply Diet Coke rebranded with a few changes to the ingredients.

 

 

 

Key Points to Keep in Mind When Using the PLC Concept

 

  • The stages of the life cycle, the time span of the life cycle and the shape of the life cycle vary by product and by industry.
  • External factors may have a major impact on the performance of a product and shorten or lengthen its life cycle.
  • An individual firm may do better or worse than ‘average’ for its industry at any stage in the product lifecycle.
  • A firm may be able to manage the life cycle of a product category or industry.
  • Some firms may be able to engage in a self-fulfilling prophecy, whereby they predict that sales will decline and then ensure that this will occur by reducing or removing marketing support.

 

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6 Marketing Mistakes to Avoid

Marketing Mistakes to Avoid

Regardless of your marketing avenue, or the product or service in your shopping cart, there are good and bad ways to market. And most have more to do with the implementation than anything else. Here are six marketing pitfalls to avoid in hopes that your next project is a huge success!

1. Broadcasting
In a time when you can choose to freely tweet and update your consumers (followers and fans), too many people and companies choose to broadcast their message as opposed to engaging their audience. Word-of-mouth marketing is both free and priceless! Post informative and moving pieces that at least earn you “likes” but preferably lots of comments and shares. A connection to your consumers goes two ways and it is stronger and more powerful than the one-way broadcast.

2. Hiding
Transparency is one of the best policies and practices you can adopt in marketing. When you start avoiding the tough questions, dis-allowing certain customer comments or reviews, and other diverting tactics, people start to wonder what you have to hide? If there is something you need to fix, then fix it! Something you need to make right, set it straight! You’ll find that your consumers will be far more forgiving of any short-comings when you are honest and open about them.

3. Being Boring, Predictable or Less than Authentic
Spice it up! Just because something has always been done one certain way, doesn’t mean it isn’t utterly stupid, or at least deserving of a fresh approach. Come at your marketing strategy from different angles, include input from various mindsets. If everyone at the table thinks just alike, then you’ll walk away with one uniform decision, but it may not speak to every person on the market. And while you won’t be all thing to all people, you don’t need to completely box yourself in either. Just make sure you also don’t go to the other extreme and try to seek an entire committee’s approval for every marketing decision.

4. Failure to research
Do your homework, and do it first. Determining how you want to market something is best approached once you know everything you can about what you are marketing, to whom you are marketing and exactly what message you want to send and why. Set clear goals, otherwise how do you know what you’ve achieved? And move beyond just a monetary end goal. For example, raising your customer satisfaction is an excellent goal; now how do you want to get there?

5. Logic over emotion
And when all your research is in a row, don’t forget that your consumer will still make emotional decisions that defy all logic and research. You can promote in a convincing, matter-of-fact approach, that proves rationally that you’re the better choice…. but in the end you have to connect with your consumer. Without a connection, there is no loyalty or engagement – two things that you will find imperative for growth.

6. Following the Leader
This can be following your competitions’ marketing strategies, or even the product or services offered. Being a “me too” is never good. Even being one better is not as effective as being one different, one all original and all your own. If you find yourself standing about halfway back in line behind the leaders, take a step to the side and form your own line.

Savvy Marketer Terry Ford has learned some of these lessons the hard way. One tool she always uses to make her work clean and professional is the web’s best grammar checker. Another tip she shares is for small business owners to be as active as they can be in entrepreneur organizations.

Article publié pour la première fois le 28/02/2012

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Tips for Turning Facebook into a Profitable Marketing Tool

Tips for Turning Facebook into a Profitable Marketing Tool

Internet has taken several businesses and their outlooks to a whole new level because of the fact that there are so many benefits and advantages involved and associated with it. So taking assistance from social networks for business is a brilliant opportunity because it has multiple ways through which one could encounter getting exposure to their profits. You can get several of the investors to boost up your sales and not just that, the page ranking and search engine optimization are also ruled out with the help of these social networks and their interlinking and communication forms. Websites like Facebook and Twitter these days are probably the best means and examples of social networks for business without a doubt. In this article we will be having a look on how you can use Facebook to market your business.

Facebook these days have created hype among people to be attracted towards the things they want to have or for the things they want to look up online for a very long time. It gives them an ease and comfort to think of things in an easier manner and that too with the interaction of their friends and family at the same time.

Video Sharing

Turning Facebook into a profitable marketing tool is a good idea because there are various forms of marketing forms you can do. Video sharing is one of the things you could do for it and also the written forms of content and information. For the new singers, comedians and several other artists that are probably the best place to be looking out for chances and things which could get done within a short time span. For professional companies they usually get their graphs and several other pictorials to arrange within a suitable parameter of the video and accommodate it with the content they have put up on their websites.

Facebook marketing is really popular as well in terms of social media marketing as well. Being concerned with the email marketing and several other forms of internet marketing you can have anything and everything done in a conventional method.

Facebook Page

Through Facebook applications you can have a page made for your followers, fans and subscribers for everyone to have a look and get to know about your affiliation some more. Targeted ads and products are made for several individuals to notice and take interest in for multiple benefits. Feedbacks and impacts are also included in the things that Facebook could bring to your website.

Kenny is a contributor for www.autosellingsolutions.com where you can get some useful resources on how to sell my car.

Article publié pour la première fois le 21/02/2012

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StumbleUpon Marketing

stumbleupon marketing

StumbleUpon is a social network around content. More like a social bookmark community and it is one of the best traffic generators among the top social media sites.
For a content promoter or a blogger, StumbleUpon is a MUST and if you have good quality and useful posts, you can get a very good traffic from StumbleUpon shares and likes.

Let’s see how can we generate traffic from StumbleUpon.

Create Account

Go to StumbleUpon, and sign up for a free account.Select your interests and follow people and learn the platform and how it works for 5-10 minutes.

Make sure that you complete your profile so that people can follow you back
-Complete bio information and write about yourself and your interests. Check Settings > Customize Profile
-Complete your interests. Check Settings > Manage Interests.
-Good profile picture. Check Settings > Profile Picture.
Because when a user likes, or stumbles, a particular page, it is put into the StumbleUpon lineup. As other StumbleUpon users are randomly searching
for new content on a specific topic using the Stumble button on their toolbar, any pages in the lineup for that topic will be displayed to them.

Content:

The main thing is good content. Lets not focus on sales pages or pages with lower content quality.
Bookmark your good quality pages. Focus more on nicely written articles and blog posts.

Use tags
Tags are powerful in StumbleUpon listings. They help to create new interests people can follow!
When tags exist on system, tags help you share your submission under more than one category.

Add StumbleUpon Badge
To increase chances of your content getting stumbled, one can add StumbleUpon badge to your website content. One can grab it from http://www.stumbleupon.com/badges/

 

Use Su.pr

http://su.pr/ is a shortening URL service from StumbleUpon. You can get a shortened URL from Su.pr and use that URL in other social websites, like facebook, twitter.
For example, you can tweet like: Nice blog on employment http://su.pr/xyx. Try signing it today.
If someone uses this link, it will open a website with StumbleUpon toolbar conveniently above the post making it easier for the user to vote up for that.

 

Create social network

Getting followers on StumbleUpon is much like getting followers on Twitter where in we can follow people of similar interests and rely on the fact that they may follow you back.
Find people of your interest. Finding followers interested in the same topics as you are simple. You can start by going to http://www.stumbleupon.com/discover/keyword/ and replace the keyword with topics you are interested in.

 

Exchange shares

You can try StumbleUpon exchange shares with your followers. Try installing StumbleUpon toolbar plugin in firefox, a good one: https://addons.mozilla.org/en-US/firefox/addon/stumbleupon/
Whenever a mutual follower sends something to you, you will see a red number in your Stumbleupon toolbar and on click, it will open the page being shared and you can vote or send a reply that you like the page.
This will encourage them to like your pages also.

 

Stumbling own content

Your content needs to be stumbled before you can share it.You can ask your friend to stumble your page so that you can share it with your followers

 

Submit interesting web pages

Apart from just sending your own pages, try submitting other interesting web pages in the same niche also.StumbleUpon does monitor user activity and may prohibit activity if all you do is promote your own stuff.

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