communication is vital for a successful business
If you are running a business
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Well-organized Call administration Service 24/7
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Activation Exercises – The Principle of Multiple Touches
JOHN OWNED a sporting goods business selling equipment to sporting clubs. John owned the business for over 20 years, and had the same clubs purchasing from him, year after year. On the eve of his twenty-first year in business, John decided it was time to retire and pass the business on to his son Matt.
In the first year of Matt’s ownership the business ticked along as well as before. In the second year, a few of the regulars started shopping with an online competitor, whose low cost business model kept prices down. In the third year, government increased taxes on poker machines. The large sporting clubs, whose main source of revenue was poker machines, cut the amount of sponsorship they gave to local feeder clubs. Those feeder clubs reduced their spending and shopped around looking for the best price.
Matt’s third year was disastrous. Matt’s father’s formula for running the business no longer worked. Matt whined about his online competitors for under-cutting him, and the government for increasing taxes and the clubs for shopping around. Matt blamed all the factors outside his control, and did nothing to fix the real problem.
Marketing is all about finding solutions, because marketing is solving customer problems, and communicating effectively how your business will solve their problems. How can you solve other people’s problems if you can’t solve your own?
Matt spoke to a couple of his friends who had businesses. They told him how advertising in the local paper had worked for them. So a couple of weeks later, Matt placed an ad, but received only a couple of enquiries. Matt went into a mini-depression thinking about how he had had wasted $2000 on an ad that bore no fruit.
If you’re an archer in a tournament, and you shoot only one arrow, what would be your chances of winning the tournament? Yet business owners like Matt use the single arrow approach all the time. How can one ad cut through the clutter of thousands of other ads appearing every day?
Activation Exercise 1
How many marketing campaigns did you conduct last year?
How many of these marketing campaigns were effective?
Gerry Harvey is a marketing genius. One of the greatest single pieces of advice he ever gave me was: “When times are tough, market your way out.” During tough times, most businesses wind back spending, and some stop marketing all together. The Harvey Norman experience in maintaining double digit growth re-wrote the rules. When competitors were either closing stores or barely growing at the rate of inflation, Harvey Norman ran “24 months Interest Free” campaigns incorporating:
?Television ads on all stations including pay TV
?Radio ads
?Major press ads
?New catalogues
?Local newspaper ads
?Letter box drops, and
?In-store point of sale.
You’d see and hear these ads everywhere… in the morning paper, on radio, on TV. The catalogue was inescapable, landing in every letter box. How could you not know you could get 24 months interest free at Harvey Norman? Compare Matt to Harvey Norman: Matt placed only one ad and gave up. Harvey Norman is one of the largest retailers in Australia because they never gave up. Remember, Harvey Norman only started with one store in the 1980s. Every business starts small.
Enquiry Generation: “I don’t know which touch is going to get me a lead, but I do know that one of them eventually will.”
How often do we see jewellery store catalogues inside newspapers? I seem to see one promoting engagement rings or watches or bracelets every second week. How many times does a normal person get engaged? A jewellery retailer I met explained the strategy to me saying, “How can I know when people plan to get engaged? But when they do, I want them to remember where they can buy their engagement ring.”
The principle of multiple touches is about knowing how many ways and times you can engage with people regarding your goods or services. The principle recognises that it takes time and more than one piece of communication to engage people into action.
Activation Exercise 2
List all the activities you undertook in the past year to engage people to enquire about your goods and services:
____________________________________________
____________________________________________
____________________________________________
____________________________________________
List other possible activities you could do over the next year to engage people to enquire about your goods and services:
____________________________________________
____________________________________________
____________________________________________
____________________________________________
Tony Gattari is a and guest speaker. His passionate enthusiastic style makes him ideal as your next guest speaker, sales speaker, marketing speaker or . Achievers group provide marketing and sales training, consulting, marketing workshops and keynote speaking services. See for more.Article Source:
Whose Number Is This
You know the drill: You see a number on the caller ID when you walk in the door and you’re wondering “?” Is it important? A crank call? A telemarketer? Didn’t I sign up for that do not call thing where they’re not supposed to call? You start to panic and wonder if it’s your kid calling from a police station or maybe it’s your long lost love, the girl that you met 20 years ago, who went and looked up your number and wants to have a fling?
What to do? Well, you could call the number back of course, but that’s not always a good idea. I mean after all, what if the number really is that hot girl you knew way back when (or even worse, that hot girl you met in a bar when you told the wife you were working late). The last thing you need is for the number to show up on your dialed calls list (remember when life was easy and there was no such thing as caller ID and dialed calls – back when the idea of touch tone phones was still something new and you actually had to pay extra for the service?).
Never fear, there is a way to answer that nagging question, “who’s number is this.” You can simply use one of the many services on the Internet to allow you to look up the name and even address of the person. It’s called Lookup and there are both paid and unpaid options for the service. One choice that I personally like to use is from a small company called “anywho.” These folks offer their service for free to all comers online at www.anywho.com/rl (the rl stands for reverse lookup – a fancy way of saying that you are looking up a name and address based on a number instead of the more common looking up a number based on a name and address).
When you punch a number into anywho’s service, it will search the databases of thousands of telephone directories and come back within seconds with a name and address of the company who called you. I’ve found that several telemarketers called me and avoided the annoying call back and also found my bank had called me to ask about suspicious charges on my credit card, which I was very happy I took the trouble to look up and call them back (another reason by the way to use the service is that directly calling back some of these numbers will not get you anywhere since you cannot call them directly – they are only outgoing lines). So the next time that annoying question pops up, “,” you’ll know exactly what to go and do.
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Exciting Facts about commercial printing
Commercial printing is the process of reproducing multiple copies of a piece of written text, images, designs or photographs, for business well as personal purposes. Virtually every business enterprise has the need for commercial printing, and that is why commercial printing companies have sprung up in such large numbers.
Commercial printing is becoming increasingly popular because most business enterprises prefer all their printing work done only by a commercial printing company and not otherwise. Even though many commercial printing companies have come up over the past few years, still all these companies are thriving because of the continuously increasing demand for quality printed materials.
The reason why commercial printing has become a much sought-after service is because commercial printing companies hire printing experts capable of offering high quality printed materials. There are several techniques deployed by commercial print providers for producing images in color, and together with the latest equipment and specific processes they can reproduce rich and appealing images on paper.
A commercial printing company can print a variety of materials for you, from business cards to brochures to posters. They deploy a wide range of printing methodologies that can help in reproducing high quality prints. Today, many commercial printing companies offer digital printing, color printing, large format printing, custom printing and more. Many commercial printing companies also lend support to business enterprises to organize successful marketing, advertising and other sales promotional campaigns.
There are skillful and well-experienced commercial printing experts who will be able to offer you several imaginative and eye-catchy designs for your promotional materials. But a commercial printing service provider also knows the type of paper and ink to be used to produce the right type of glossiness. Equipments used by commercial printers are also capable of printing simultaneously on both sides in what is know as 4/4 (in color printing four basic colors are used to get the other ones Cyan, Magenta, Yellow and Black, known also as CMYK). They are therefore able to come out with a final product far exceeding your expectations.
Most commercial print shops are also able to render professional advice on how to prepare your printed materials, what is the best format, the right margin setup, the most appealing color combination and right media to produce them on. Remember, when it comes to printing sales promotion materials for your company (postcards, brochures, presentation folders, business cards) provide commercial printing professionals the required freedom to enable them come out with some fabulous high-end output that will baffle you.
If you wish to have an image rich, text compelling brochure or poster or flyer that will arrest and retain your customers’ attention, the right thing to do is to approach the Orange County full color printing company. They have all the professional expertise and the equipments necessary to assist business enterprises with fabulous printed materials like logos, letterheads, newsletters, cards, brochures, posters as well as flyers in speedy turn-around times.
Bryton Printing offers a variety of services for Orange County full color printing and provides customers the opportunity to select from a single color to five color digital printing for their printing projects. Orange County full color printing involves production techniques capable of reproducing thousands of impressions for publishing newspapers, magazines, brochures, postcards, posters and similar items for mass distribution.
Shijina is a SEO copywriter for . She has written various articles like ,Los Angeles Printing, FSC certified printing, Orange County printing, Green Printing and more. For more information visit our site Contact her through mail at 4printings@gmail.com. Article Source:
Recommendation for Christmas Gifts by Onccc in 2009
The Christmas Day of 2009 is coming soon, and many people are considering the gifts for friends and relatives. The sales of Christmas gifts in Yiwu International Trade Mart are booming as Christmas is coming. Onccc has collected some of the popular ones as follows.
Onccc recommendation for Christmas gift I: Canadian ice wine
The ice wine imported from Canada is brewed by unique techniques, which let the iced grape juice go through natural fermentation after being pressed. It is an ideal present for friends and relatives. In May, Wanguo Import Mall, 5F, Imported Commodities Mall in Yiwu International Trade Mart, introduced the Canadian ice wine to meet the market demand.
Onccc recommendation for Christmas gift II: Iron art candle holder
“These iron art candle holders are produced for Middle East purchasers, and dark colors of candle holders are more welcomed by Middle East consumers.” In the shop on the 4th floor of the 1st District, Yiwu International Trade Mart, the chair person told Onccc that these iron art candle holders can perfectly bring sweet romance to lovers on Christmas day.
Iron Art Candle Holders Bring Sweet Romance to Lovers
Onccc recommendation for Christmas gift III: Individualized USB warmth-keeping products
It is a fashion trend to send friends and relatives USB warmth-keeping products as gifts as Christmas is coming. The gifts with more individuality in Yiwu wholesale market are more favored by buyers, such as the USB warmth-keeping products like USB warmth-keeping shoes, gloves, mouse mats, and so on.
Onccc recommendation for Christmas gift IV: Plush dolls
In Yiwu plush toy wholesale market, the sales of plush dolls are soaring as Christmas Day is coming soon. Besides the huge plush dolls, the small plush pendants are also ideal choices as gifts for friends and relatives in Christmas.
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Plush toys boom in sales in toy wholesale market
Onccc recommendation for Christmas gift V: Earrings
Recently, the earrings made from environment-friendly copper are prevailing in Yiwu International Trade Mart among purchasers. Besides the traditonal materials, such as gold, silver, diamond, jade, etc, there is also another popular material for jewelries. Compared to the common copper, environment-friendly copper contains no nickel, lead and toxics and will cause no side effects and allergy to human skin.
Exquisite earrings in Yiwu jewelry market
Onccc recommendation for Christmas gift VI: Water balls
In the toy wholesale market in the 1st District, Yiwu International Trade Mart, Onccc found a kind of water balls in hot sale as the Christmas Day is coming soon. Since there are many plastic hairs on the balls, which are also called hairy balls. Onccc noticed that in Yiwu toy wholesale market, the water balls activate the whole sales of Christmas products in 2009.
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When Bad Things Happen to Good Business Owners and Entrepreneurs
It’s an unfortunate fact of life (and business). Out of the blue you get a nasty email from someone. Sometimes it’s about an article you’ve written. Sometimes it’s accompanied by a refund request. Sometimes it doesn’t seem like it’s tied to anything at all.
Or maybe you discover someone writing malicious things about you on a blog or a forum. Or maybe some other negative things suddenly start getting tweeted or posted to Facebook about you, your products or your business.
Stuff happens. As a business owner and entrepreneur, the more successful you become, the more you open yourself up to criticism, negative feedback or just plain being attacked.
As someone who is both a writer AND a business owner, I know all about what happens when you’re dealing with unwelcome criticism. (I write fiction so yes, I’ve dealt with my share of negative feedback.) But if this is something new for you, or even if it’s not new but you’re feeling like you’ve just been sucker-punched by something out of the blue, I thought I’d share a few insights to help you get through it.
1. Know you’re not alone. We’ve ALL been there. And I mean exactly that. It doesn’t matter how small or big your business is, stuff like this is going to happen. So know that no matter what just happened to you, there are a lot of entrepreneurs and business owners out there who will both sympathize and emphasize.
2. See it for what it is. All criticism is not created equally. Sometimes what someone is saying has absolutely nothing to do with you and everything to do with their own issues. Sometimes they have a legitimate complaint but the person is so unhappy with their own life they blow it completely out of portion because they just want to strike out at someone and you’re the one they picked.
And sometimes they have a legitimate beef AND they handled it fine, but you just didn’t want to hear it. An example of this is some of the criticism I’ve gotten from some of my stories. The people were thoughtful and absolutely right. And I hated them. (Until I got over myself and slunk back to the keyboard to make the edits.)
Now the third option doesn’t happen too often (unless you’re a fiction writer) but the first two do. You just have to see it for what it is. If there’s something buried in the anger and name-calling you can use to improve your products, services or business, by all means use it. But know the rest of it has absolutely nothing to do with you and everything to do with them.
(And you’ll know when the criticism is right. Trust me. Your gut will tell you.)
3. Be kind to yourself. When these things happen, it can hurt. And that’s okay. Call a friend. Or better yet, your mother (if you can). Write about it in your journal. Take a walk. Don’t bury your feelings, let yourself feel bad and then let it go. Don’t tell yourself it doesn’t matter and let it fester inside you, deal with it. Get it out of you. And then let it go.
4. Let someone else deal with these things. Whenever possible, have someone else in your business be a filter for stuff like this. Let other people take care of refund requests or just read the nasty emails and they can decide if there’s a legitimate complaint buried in there or not. Protect yourself, there’s no need for you to see everything or deal with everything. Yes you’ll have to step in if something big happens, but let other people take care of the small stuff. The small stuff is what wears you down anyway. Save yourself for the big things and don’t worry about the rest.
Michele PW (Michele Pariza Wacek) is your Ka-Ching! marketing strategist and owns Creative Concepts and Copywriting LLC, a copywriting and marketing agency. She helps entrepreneurs become more successful at attracting more clients, selling more products and services and boosting their business. To find out how she can help you take your business to the next level, visit her site at Copyright 2008 Michele Pariza Wacek. Article Source:
Search Engine Marketing | Three Tips of Online Marketing Research. By Mike McCoy
Doing online marketing research is one of the most important steps in any marketing campaign whether it is an online or offline campaign. With all the options available in the field of market research today it is hard to know where to begin. Once you do begin your online marketing research you will find it can be very addictive. Trust me I know from first hand experience. There are many groups of people out there to help you feed this addiction. Just use Google and you will find some of them. They will also be your biggest help in doing research. The following three tips will provide you with some idea of what needs to be done in today’s digital marketplace.
” Outsourcing: There are so many things that need to be done in any marketing campaign and you could do them all. But if you do that you may be spending 5, 8 or 16 hours a day on marketing research. Some of these are more common than others. Most of the Internet marketing world is made up of either video or written word. Both of these can be outsourced very easily and there are a great many marketplaces to find such services. ” Web 2.0 Pages: One of the best things you can do in any marketing campaign is set up as many web 2.0 pages as possible. These provide back links and also get the word out about your campaign. If you begin looking around you will soon discover that there are dozens of web 2.0 sites you can set up. You should set them all up and link them together and then link each one back to your main landing page as well. ” Social networking: Any marketing campaign should make use of the big three social networks: MySpace, Facebook, and Twitter. When you are creating your profile for these services you should be sure you use some SEO in the bio, the location if you can, and the profile itself should reflect your niche as closely as possible. The social network search engines not only search what you are communicating about but also search the profile itself. Marketing in social networking sites is all about standing out. All three of these things can greatly affect any marketing campaign. If you use just one of these things in your marketing campaign will see results, and if you implement all three of these things at once then your results will shoot up through the roof. These areas are, in my opinion, the best places to start your marketing research.
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