Tuesday, November 23, 2010
Creative Up to 4 Times More Important than Media Plan
Creative Up to 4 Times More Important than Media Plan: "- Sent using Google Toolbar"
Saturday, November 20, 2010
Thursday, November 11, 2010
Integrating Your Brand With Social Media
Integrating Your Brand With Social Media: "- Sent using Google Toolbar"
Finding The Most Valuable Keywords For Your Site
Finding The Most Valuable Keywords For Your Site: "- Sent using Google Toolbar"
Monday, November 8, 2010
Saturday, October 30, 2010
Groupon Merchants Telling a Different Story - Website Magazine - Website Magazine
Groupon Merchants Telling a Different Story - Website Magazine - Website Magazine: "- Sent using Google Toolbar"
I have heard similar stories from clients here in the Twin Cities. This is a case showing the danger of discounting and especially discounting to try and make someone purchase outside their normal buying cycle. You should not give them an "incentive" to buy from you, at least until you can communicate your value.
It is much more profitable to give someone an incentive on an up-sell, longer commitment, or referral.
Advertising HAS to be profitable, period. Step one is to be in front of ready-to-buy-now customers
I have heard similar stories from clients here in the Twin Cities. This is a case showing the danger of discounting and especially discounting to try and make someone purchase outside their normal buying cycle. You should not give them an "incentive" to buy from you, at least until you can communicate your value.
It is much more profitable to give someone an incentive on an up-sell, longer commitment, or referral.
Advertising HAS to be profitable, period. Step one is to be in front of ready-to-buy-now customers
Principles of Design - Website Magazine - Website Magazine
Principles of Design - Website Magazine - Website Magazine: "- Sent using Google Toolbar"
Monday, October 18, 2010
Search Marketing Isn't Just SEO and PPC | WebProNews
Search Marketing Isn't Just SEO and PPC | WebProNews: "- Sent using Google Toolbar"
Google Adds Emphasis On Location Setting | WebProNews
Google Adds Emphasis On Location Setting | WebProNews: "- Sent using Google Toolbar"
Wednesday, October 6, 2010
Tuesday, September 28, 2010
Saturday, September 25, 2010
Friday, September 3, 2010
Wednesday, September 1, 2010
Tuesday, August 31, 2010
Sunday, August 22, 2010
Creative vs Directional Advertising: What first and Why?
Both Creative and Directional advertising are important to the successful marketing and sales effort of any business or organization. Generally, with creative (TV, Radio,Newspaper, Billboard) you are "creating" the need by selling yourself. You need to have a strong, compelling, time-sensitive offer, and persuade customers to buy now rather than later or not at all. With directional (Search Engine Marketing,Internet Yellow Pages, print and online directories, Pay-per-click, Pay-per-action, direct response) you are "directing" an existing need by helping customers buy. You need to be found, then chosen.
I am firmly convinced that step one to any successful marketing platform is a strong directional advertising foundation. Before you need to worry about persuading or enticing a prospect to buy, you absolutely need to be able to allow prospects who are ready to buy right now...buy from you now. You need to be found, then chosen. You get found by where you are, you get chosen by what you say. The great part is that the very info you use to describe yourself (your uniqueness, what you do, how you do it and even why you do it) will automatically direct prospects who value and appreciate your approach, who "get you" to respond. It will probably also screen out those who don't think like you, but that's OK. You don't need everyone. The prospects who respond because they appreciate what you do and how you do it will spend more money, more often and be more enjoyable to work with over their lifetime value as a customer. They will also become more then just referral points, they will be advocates for you and your business.
Once you have that rock-solid foundation of directing ready-to-buy customers, THEN any creative advertising will be more efficient because the prospects whom you can't incentivize to act now, will hopefully at least, now have your name in their brain. When they have a need, your directional advertising can help convert them into customers
Here's a list I found regarding creative advertising and the number of times and advertisement is seen by a prospect:
1. The first time a man looks at an advertisement, he does not see it.
2. The second time, he does not notice it.
3. The third time, he is conscious of its existence.
4. The fourth time, he faintly remembers having seen it before.
5. The fifth time, he reads it.
6. The sixth time, he turns up his nose at it.
7. The seventh time, he reads it through and says, “Oh brother!”
8. The eighth time, he says, “Here’s that confounded thing again!”
9. The ninth time, he wonders if it amounts to anything.
10. The tenth time, he asks his neighbor if he has tried it.
11. The eleventh time, he wonders how the advertiser makes it pay.
12. The twelfth time, he thinks it must be a good thing.
13. The thirteenth time, he thinks perhaps it might be worth something.
14. The fourteenth time, he remembers wanting such a thing a long time.
15. The fifteenth time, he is tantalized because he cannot afford to buy it.
16. The sixteenth time, he thinks he will buy it some day.
17. The seventeenth time, he makes a memorandum to buy it.
18. The eighteenth time, he swears at his poverty.
19. The nineteenth time, he counts his money carefully.
20. The twentieth time he sees the ad, he buys what it is offering.
Thomas Smith, London, l885
Yes, from 1885! Creative works and can work BIG, especially with a good directional foundation
I am firmly convinced that step one to any successful marketing platform is a strong directional advertising foundation. Before you need to worry about persuading or enticing a prospect to buy, you absolutely need to be able to allow prospects who are ready to buy right now...buy from you now. You need to be found, then chosen. You get found by where you are, you get chosen by what you say. The great part is that the very info you use to describe yourself (your uniqueness, what you do, how you do it and even why you do it) will automatically direct prospects who value and appreciate your approach, who "get you" to respond. It will probably also screen out those who don't think like you, but that's OK. You don't need everyone. The prospects who respond because they appreciate what you do and how you do it will spend more money, more often and be more enjoyable to work with over their lifetime value as a customer. They will also become more then just referral points, they will be advocates for you and your business.
Once you have that rock-solid foundation of directing ready-to-buy customers, THEN any creative advertising will be more efficient because the prospects whom you can't incentivize to act now, will hopefully at least, now have your name in their brain. When they have a need, your directional advertising can help convert them into customers
Here's a list I found regarding creative advertising and the number of times and advertisement is seen by a prospect:
1. The first time a man looks at an advertisement, he does not see it.
2. The second time, he does not notice it.
3. The third time, he is conscious of its existence.
4. The fourth time, he faintly remembers having seen it before.
5. The fifth time, he reads it.
6. The sixth time, he turns up his nose at it.
7. The seventh time, he reads it through and says, “Oh brother!”
8. The eighth time, he says, “Here’s that confounded thing again!”
9. The ninth time, he wonders if it amounts to anything.
10. The tenth time, he asks his neighbor if he has tried it.
11. The eleventh time, he wonders how the advertiser makes it pay.
12. The twelfth time, he thinks it must be a good thing.
13. The thirteenth time, he thinks perhaps it might be worth something.
14. The fourteenth time, he remembers wanting such a thing a long time.
15. The fifteenth time, he is tantalized because he cannot afford to buy it.
16. The sixteenth time, he thinks he will buy it some day.
17. The seventeenth time, he makes a memorandum to buy it.
18. The eighteenth time, he swears at his poverty.
19. The nineteenth time, he counts his money carefully.
20. The twentieth time he sees the ad, he buys what it is offering.
Thomas Smith, London, l885
Yes, from 1885! Creative works and can work BIG, especially with a good directional foundation
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