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41. |
A Successful Failure
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A successfully positioned business sometimes doesn't win a new client. And that, my friend, is the point. Let me illustrate with an anecdote.
Recently I was making a new business pitch to a Charlotte area professional services firm. The second meeting took place after I had provided a detailed proposal to the company on how I work. From the two meetings and the proposal it .....
Author: Harry Hoover
Date Posted: Aug 17, 2005
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42. |
Add Email To Your Marketing Mix
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If you are serious about adding email to your marketing mix, you should take email seriously enough to develop a plan for it. Too many organizations launch a half-baked email program and then are disappointed when it doesn’t live up to expectations.
The plan does not have to be as long as War And Peace, but it must include a few key elements so that you can develop a focused, .....
Author: Harry Hoover
Date Posted: Aug 17, 2005
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43. |
Are You Newsworthy?
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Non-news professionals often have a hard time understanding why their ENORMOUS news announcement, creates barely a ripple in the media.
That's not to say a news release shouldn't be done about it. There are audiences besides the media - like employees, customers and trade allies - to whom news releases may be sent. But the media is interested in things that are differe .....
Author: Harry Hoover
Date Posted: Aug 17, 2005
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44. |
Business Ethics: An Oxymoron?
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Why do I believe good PR and business ethics are inextricably linked? It comes down to definitions. Ethics is learning what is right and what is wrong and then doing the "right thing." PR involves providing counsel on the "right thing" to do and then helping the organization get credit for it.
The business and political excess of the last 10 years have taken some PR practition .....
Author: Harry Hoover
Date Posted: Aug 17, 2005
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45. |
What's The Frequency?
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The more things change, some say, the more things stay the same. When it comes to marketing, I tend to agree. Consider the following list of how advertising frequency equates to advertising effectiveness. Thomas Smith wrote this in 1885:
* The first time a man looks at an advertisement, he does not see it.
* The second time, he does not notice it.
* The third time, he is con .....
Author: Harry Hoover
Date Posted: Aug 17, 2005
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46. |
Why Not Use the Humble Fax in Your Advertising Strategy?
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When my daughter complained recently about the prohibitive cost of news media advertising, we had a discussion about the ways in which she could sell her range of body products (hand creams, lip balms etc). I explained to her that huge firms like K Mart wouldn't spend millions of dollars annually for advertising if it wasn't necessary. But every week, a K Mart catalogue .....
Author: Robin Henry
Date Posted: Aug 17, 2005
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47. |
Make Your Business Cards Work
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What's the cheapest, most under-used marketing tool you have?
The answer's no secret ... it's your business cards. If you aren't making them work for you, you may be missing an excellent opportunity at leveraging a cost effective marketing tool.
By the time you have read this article, you'll know several ways in which you can increase your profits by wring .....
Author: Robin Henry
Date Posted: Aug 17, 2005
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48. |
Add More Pizzazz To Your Ad For More Profits
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I recently completed a Marketing Makeover for an Ad that wasn't generating results for the owner of a Piano Tuning Business.
Here is the original ad:
A BETTER PIANO
A well tuned and adjusted piano is a beautiful instrument. It is a joy to play and listen to. Each string is raised slightly and then loweredto the true pitch for the most stable tuning.Yes, it is a better pi .....
Author: Tresaca Hamilton
Date Posted: Aug 17, 2005
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49. |
Is Your Advertising... Sexy?
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Ever hear the term 'sexy' advertising? It's not necessarily what you think. Sure, some people's idea of sexy advertising is hot babes in bikinis spraying beer all over each other, but that's overtly sexual and not what we're about to discuss here.
Do you engage sexy advertising in your marketing campaign? If not, you should.
"Sexy" advertising refers t .....
Author: Dina Giolitto
Date Posted: Aug 17, 2005
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50. |
Seven Ways to Waste Your Money on Yellow Pages Advertising
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Each year there is a Yellow Pages arms race where competitors in each category are encouraged to out spend each other. There is only one winner in this arms race, and it is not you! Too many advertisers waste their money on Yellow Pages advertising without first considering their marketing strategy. Here are seven ways you can waste your money.
1. Attempting to outspend your c .....
Author: Greg Chapman
Date Posted: Aug 17, 2005
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