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Developing A Focused Marketing Strategy
You want all of your marketing messages to have a single focus, so they pull together instead of competing with each other. Great! So how do you come up with one? First, there are several things you need to know. Who is your target? As specifically...
Good Marketing Pays for Itself
Most companies ask themselves this question: "How much will this advertising cost us?" when they should actually be asking themselves this: "How much will it cost not to do this advertising?" If your company spends $1000 per week on marketing then...
Marketing A Misunderstood or Scary Product or Service
What do you do if your business, product or service is something hardly anyone is aware of or understands? Or worse yet, if it is something they are afraid of or want to avoid? My answer is three-fold. First, focus on the SOLUTION you are...
Small Business Marketing Magic
Once upon a time, in 1969, there was a young woman who had a dream of starting her own company. She had ideas, talent and work ethic to spare but what she didn't have was cash. After careful research she found that marketing would cost more than...
What The Fly Doesn’t Know About Marketing
Have you ever watched a fly on your window? See how it flies up, down, and across the window trying so very hard to find a way to escape from the room, wanting so very much the freedom of the open spaces just on the other side of the window. That...
 
What Santa Knows About Marketing

What's that ringing sound you hear at this time of year? It's
the sound of store registers ringing up the sales generated by
Santa Claus. Just because he's old, overweight, long haired,
unshaven and dresses funny, don't overlook his marketing
success. Santa is a marketing expert and you can become one,
too, if you follow his marketing methods.

What's that you say? You don't believe in Santa Claus or you
don't celebrate Christmas? It's true that Santa may be mostly
mythical, but ask almost anybody who Santa is and what he does,
and they'll tell you. And there are millions of children who are
convinced he's real. So put your doubts about Santa aside for a
moment and take a look at why he's so good at marketing.

Knows How to Be Unique
Whether it is his trademark red suit, his unconventional
transportation, his belly laugh or his occupation, Santa is
different. He's one of a kind, which makes him memorable.

Gets Free Publicity
He’s a master at getting free press. He’s mentioned in the media
constantly during the winter holidays. Many songs, movies and
books have been written about him.

Is Customer Focused
While everyone knows about Santa, his marketing isn't focused on
his credentials. He rarely talks about how long he's been in
business nor does he bore people with long discussions of his
work processes. Instead, he makes a huge effort to learn what
people want.

It is estimated (http://ask.yahoo.com/ask/20021213.html)
that each year over a million letters are sent to Santa. Santa
supplements this effort by appearing in thousands of shopping
malls around the country, listening to an average of nine
thousand children per mall. He does all this just to learn what
his customers want.

Gives Something Away For Free
While most of the presents under the tree are from family,
including the annual fruitcake from Aunt Bernice, typically at
least one gift bears Santa's name. How can you not love someone
who gives so many presents away each


year and whose only
expectation is a couple of cookies and a glass of milk?

Knows What He Is Selling
Santa knows what he is selling, and its not just games and toys.
Santa sells hope, whether it is for the latest video game, a
warm sweater or happiness.

How can you market your business more like Santa Claus does
his?

1. Clarify how you and your firm are unique, and what it is that
separates you from the crowd. You don't need to put on a red
suit or slide down chimneys. Define yourself by the problems you
solve, the expertise you provide and what your customers say
about you.

2. Get media attention for your business, not just during
holidays but all year round. Sometimes imaginative stunts like
appearing in a sleigh help.

3. Ask your prospects what they want and then provide services
and products that give them what they've asked for. The better
you understand their concerns, the better services or products
you'll provide.

4. Give something away for free. It could be an article, a
report, a book or a workshop. Use your free offer to prompt
people to contact you and demonstrate your expertise. It works
for Santa and it can work for you.

5. Know what you are selling. Your products and services bring
in the money, but what do they stand for? What do they represent
to your clients? Sell your prospects on achieving their
objectives and dreams and deliver with tangible results they can
appreciate.

Whether or not you celebrate Christmas, market like Santa and
you too, can have many happy clients this and every season,
without having to squeeze down a single sooty chimney.

Happy Holidays


About the Author

2004 © In Mind Communications, LLC. All rights reserved. - The author, Charlie Cook, helps service professionals and small business owners attract more clients and be more successful. Sign up for the Free Marketing Plan eBook, '7 Steps to get more clients and grow your business' at http://www.marketingforsuccess.com

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ...
en.wikipedia.org
 
Marketing - Marketing Strategy - Marketing Plan - Marketing ...
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
del.icio.us
 
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.
www.clickz.com
 
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 ...
www.the-dma.org
 
 

 
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