Current headlines from AllBusiness.com - Advertising Made Simple:
- Bottled Water, Fresh Fruit, and the Price of Gasoline
Some of us remember when gas was $0.25 per gallon. We remember the grumbling when it hit $1.00. This story has been replayed a few times, and people always adjust. They will not change their consumption patterns for homes, bottled water, fresh fruit, or even gasoline... it will just take them a bit to grow accustomed to the changes.
- A Business Seminar For the 21st Century
Yes, their profit comes from buying low and selling higher, but it also comes from the retailer's specialized knowledge – what to buy, how much to buy, how to price it. But the Internet places massive amounts of information just a few keystrokes away, and for free, which changes your entire relationship with your customers.
- Military Positioning as Marketing Strategy
The expression “level playing field” implies a fair contest. In battle, as in marketing, a level field is the last thing we want. Military strategists from Genghis Kahn to Douglas MacArthur have all understood the advantages of taking the high ground.
- Seven Characteristics of an Effective Small Business Web Site
If a site looks old and unsophisticated, the site loses much of its credibility. If the design is current and up to date, then the user will be more likely to continue and dig deeper into the content. Digging deeper into the content means they stay on the site longer and will be more likely to have a positive feeling for the brand or convert to a sale.
- Marketing P.A.I.N. - Part 8, Message Frequency, Media Choices, and Tracking
Within hours of experiencing the final trigger, people at Stage 4 will become someone’s customer. When they don’t have experience with anyone in your business category, people turn to the Yellow Pages and local Internet searches.
- Marketing P.A.I.N. - Part 7, Tie It All Together.
Once you've expended the resources to anchor your message firmly in a prospective customer’s mind, you’ll get the best return on your advertising investment by sticking to that position, and building on it.
- Marketing P.A.I.N. - Part 6, Make It Stop!
A lot of advertising consists of the very common "We're wonderful. We're the best" kind of chest thumping one would expect from car dealers or personal injury attorneys. Among those businesses which sell services, "We've been in business for 70 years," is an all too typical statement.
- Unattached Marketer Seeks Self-Employed Professional For Long Term Relationship
It appears he's hoping I can execute his marketing strategy better than he did. But, even a brilliant execution of a flawed strategy still leaves a flawed strategy.
- Marketing P.A.I.N. - Part 5, Testimonials and Comparisons
At Stage 3, shoppers are sorting options. They're dealing with the reality of constant discomfort, and considering the perceived value of options to make the pain stop hurting. What's most likely to catch and hold their attention? The story of someone who had their exact problem, and eliminated it.
- Marketing P.A.I.N. - Part 4, When People Realize They're Hurting
And remember that any medium can carry any message. These Stage 2 examples used television and magazine ads to deliver the words. You may find, though, that other media with less mass might convey your message more efficiently. Consider the return on advertising investment should you choose to employ signage, newsletters, brochures, specialty advertising, or public speaking as alternatives to radio, television, newspaper, and outdoor ads.
Headlines last updated at Jul 05, 2008 05:18:34am.
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