Monthly Archives: January 2010

Referral Systems as a Means for Marketing

Referral systems can be beneficial in some industries but not all.  The best way to find out if it works for our industry is to simply test it (I stress frequently testing programs rather than ruling them out).  The best way to test this is to ask for 1 to 2 names from your customers who have recently purchased your product (they will be the most happy) and leave it at that.

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How to improve your offers on your marketing materials

An offer is a reason to act.  Focus on the offer first rather than the design of the direct mail piece.  The offer needs to be clear and a focal point on the mailer.  If there is any call to action, make sure that it is easy to find visually.  An offer is like bait for our customers to hook them.  Offers that are successful are: Continue reading

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Is your marketing lacking creativity? Try using a creative brief!

If it doesn’t sell – it isn’t creative

First develop a creative brief.  A creative brief is a report detailing out:

  • Target Audience
  • Objectives/Strategies
  • Product Positioning Statement
  • Obstacles/Barriers
  • Action

Good creative briefs help everyone.  A creative brief will show the 3 major benefits that matter to customers (the way customers think, act and feel from the product).  Historical results should be in a creative brief if it is a similar product that has been done before. Characteristics of what the customers want and need to change should be included in the creative brief.

Science tells us that large purchases are made with 80% emotions and 20% Continue reading

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My Very First Blog Post from 2006…memories!

Wow, I was just perusing through some old stuff and remembered I had a blog when I was on the radio.. “Didn’t I? Whatever happened to that? ” From the looks of it, it’s still there, but I have completely lost the login and password information. I thought I would share it for a couple of reasons (note: none of this really has anything to do with Continue reading

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