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For Financial Planners, Marketing and Publicity Is About You
For financial planners, getting publicity, in the end, isn’t about having contacts in the media. Or about writing a great press release. In the end, it’s about one thing: it’s about you. You, and the knowledge and expertise you share every day...
Guide to a Profitable Marketing Mix
You may have heard the term Marketing Mix used in connection with marketing planning. Marketing Mix means the combination of promotions, products, places (distribution channels), and prices you chose for your business. Including both short term...
Internet Marketing Strategies for Small Business
In the past, small business can only focus on local market due to limited financial resources. Now, a very small business or even a home business can sell worldwide over Internet. Due to limited financial resources, small business cannot conduct...
The Synergysophy of Integrated Marketing Communication
Synergy Integrated Marketing Where chaos begins, classical science stops. There has always been ignorance about disorder in the atmosphere, in the turbulent sea, in the fluctuations of wildlife populations, the oscillations of the heart and...
Your REALTOR® Marketing Plan
Your REALTOR® Marketing Plan By Barrett Niehus http://www.4mysales.com The steps to creating an effective marketing plan begin with identifying who you are going to be targeting, what you are going to spend, and how many sales you are going to...
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Better Marketing Through Modern Mind-Control
There are two kinds of marketing: Direct Marketing
and Brand Marketing. Direct marketing targets
wallets. Branding is about hearts and minds.
DIFFERENT BY DESIGN
Ads designed for branding are cool. They don't
plead and beg and cajole, they just sit there.
They may be loud, but in a very smug way because
they already got what they want. They may tell
you where to click or who to call, but they don't
really care if you do. You saw them... that's
enough. An impression was made.
Think Absolut Vodka.
Direct sale ads have a real do-or-die attitude
that can make them a bit annoying and undignified,
especially amid their mellower counterparts. By
their directives shall ye know them: Call Now!
Order Now! Click Now!
Think infomercials.
You can't track the results of a branding campaign
like you can a direct sales campaign, but you
don't have to. You don't need to prove that an ad
performed its function when its function was to
just sit there and look cool.
But where does that leave the accountants who need
those stats to further trim the marketing budget?
Who cares?
THE NEW CUSTOMER
Say it's your friend's birthday and you buy her
a t-shirt with the logo of the Mikey Running Shoe
Company emblazoned across the front. Does that
make you a Mikey person?
No. You're just some putz who bought something.
As far as the Mikey Running Shoe Company is
concerned, you're irrelevant... a statistical
aberration.
Frankly, Mikey would rather have their shirt back.
But say you buy ALL your friends gifts with the
Mikey logo - plus most of your own wardrobe. You
don't even have to think about it, you just do it.
Now you're not an aberration, you're a customer,
and that's a whole different level of commitment.
You pay money to be a walking billboard for Mikey.
You strive to represent the Mikey ideal. You craft
your self-image based on the models
and sports
stars in Mikey ads (even if you're a pudgy smoker
with a lazy eyeball and a ten dollar-a-day twinkie
habit).
IMAGE IS
But your adoption of the Mikey image runs far
deeper. You're not just a Mikey customer, you're
a Mikey PERSON.
If someone bad-mouths Mikey, you set them
straight. If someone speaks well of a non-Mikey
product, you respond with autonomic contempt. If
someone converts to Mikey-hood, you embrace them
into the fold.
If it were a cult, it would be called programming.
If it were an ideology, it would be called
brainwashing.
If it were a religion, it would be called a
conversion.
But it's a shoe. It's called branding.
THE NEW WORLD ORDER
In any field, there are two brands and a bunch of
off-brands or wannabes. Democrat and Republican
are brands. Reform, Libertarian, Green Party and
whoever else are merely Other.
It's a Yin Yang interdependence thing. Note how
Democracy is diminished without Communism for
counterpoint?
In the new world order, stores and websites are
clubs, brands are families, and The New Person is
defined simply as the combination of several dozen
brand settings, like toggle switches on a
motherboard: Coke (not Pepsi). Chevy (not Ford).
Burger King (not McDonalds). Shaken (not stirred).
Catholic (not Protestant). White Sox (not Cubs).
And is there ever any real difference between the
first and second place players in any given
category?
Sure. The one I prefer is like ten times better.
Duh.
About the Author
Linda Cox (J.A.M.G.) was born in a speeding
stagecoach amid the screams of fellow passengers
as insane, wild-eyed horses dragged them all
crashing toward the brink of destruction. That
stagecoach was the planet Earth, those passengers
were the human race, and Linda Cox is Just Another
Marketing Guru. (The horses were just regular
horses.) http://www.LindaCox.com/
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| Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers. |
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| Employment site for marketing and sales professionals. |
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| Business marketing - Read everything your need to know about small business marketing. |
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| Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ... |
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| ClickZ Internet Marketing Solutions for Marketers |
| Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing. |
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| Direct Marketing Association: Telephone, Mail & Internet Marketing |
| Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ... |
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