Timing is Everything (By Martin Arnold)

In the world of promotion and marketing of high fashion there is a saying: “Front page news makes front page fashion.” What that means is that events occurring in the outside environment will impact what people will be wearing the next season. This concept extends beyond of the world of fashion and should be looked at as you market your product or service.

For example, a client who sells homeowners insurance uses the news media to remind people of the steps they need to take as the hurricane season approaches. Each May, the news media reports on the number of hurricanes that are predicted to hit the East Coast and the Gulf states. Because the client’s products tie in with the hurricane prediction story, the media recognizes that the client’s advice is a helpful source of information for their audience.  A designer of miniature lighted collectibles will take advantage of the Christmas season. Strawberry producers look for ways to get the media’s attention when their crops are in. Even the IRS uses seasonality. Each year before the tax filing deadline, the IRS finds heightened interest in the information it releases.Sometimes an event or a change in the environment offers an opportunity for promotion. A program that supports carpooling, for example, would be more likely to be publicized after a hike in the cost of gas or following a government report on traffic congestion. An environmental consultant will be more successful if he ties his news to statistical information about how recycling benefits the environment. 

The possibilities are endless. Seasons, holidays, events, trends, reports, unusual weather, just about anything that happens in the outside world can serve as a news hook for gaining product exposure and for building your reputation as an expert in your particular field.

To boost your business and learn more about our coaching service and ebook for entrepreneurs, email Martin Arnold mharnold@sbcglobal.net.

Using a Seasonal Marketing Theme (By Melissa Wall)

Some businesses lend themselves readily to a seasonal marketing approach such as tax preparation in April or heating system check–ups in Winter. But what if your business does not have an obvious link to Spring, Summer, Fall and Winter? Can you create one? 

All businesses have cycles – it’s just a question of when. So, rather than compete with a myriad of other firms all touting the same top ten tips at the same time, you might consider creating your own season. Look for connections between your natural business cycle and holidays, seasonal food items or activities, history, weather–related disasters, or social causes. Then create a marketing program that ties both your product/service with the selected seasonal issue. Try to pick a month where not much traditionally happens and there is less competition for media and customer attention.

Seasonal Ideas

1. Quirk works such as “Christmas in July”.

2. Create the “The Season for ….fill in the blank…”

3. Organize an event around a charitable cause such as a summer food drive when food banks are traditionally short of donations.

4. Play on the words “ four seasons” to actually mean all year round, such as “The Four Seasons of Hope” – Yankees Manager, Joe Torre, uses this tag line for his Safe at Home Foundation.

For more information about fostering connections with your customers through target marketing, contact Melissa Wall, Marketing With Distinction, LLC, melissa@distinctmarketing.com or 203–888–9995.

Marketing Ethics (By Melissa Wall)

Some people might say that marketing and ethics are a contradiction in terms. After all, aren’t we marketers responsible for all the advertising that “makes” people and their kids acquire stuff they don’t need….another fast food hamburger, another credit card and the latest must–have toy?We could argue about the social aspects of marketing, but no one is forced into buying anything. If there is too much trans fat in a product – don’t buy it; if you don’t like a company’s business practices, then buy elsewhere. Eventually a company gets the message. Without moralizing, ethics in marketing to me is more about conduct. It starts with a company that creates a product or service that does what it’s supposed to, is built and packaged responsibly so no one gets hurt using it. It’s about not cutting corners to inflate the bottom line. Today, companies that engage in questionable practices are at the mercy of bloggers, whose ramblings can spread quicker than you can say “viral marketing.”

Our Top Five Ethical Considerations

1. Bait and Switch. Deliver what was promised.

2. Exaggeration. Don’t inflate capabilities or results. Eventually, it backfires. 

3. Plagiarism. If you cite someone else’s idea, writing or prior work, give them credit. 

4. Pretexting. Don’t ask an advertising agency, PR firm or other marcom vendor to provide specific ideas about a campaign and then implement those ideas without hiring or paying the vendor, or use their ideas to find a lower cost provider. The original vendor legally owns those ideas and could sue.

5. Badmouthing the Competition. You can point out product differences but just not slam them publicly. It’s bad form and nobody wins.

Our personal favorite is number four, what’s yours?.

 

For more information about how you can improve your marketing efforts, contact Melissa Wall, Marketing With Distinction, LLC, melissa@distinctmarketing.com or 203–888–9995.

Marketing Myths By Melissa Wall

We are all subjected to multiple marketing messages during a day and everyone has an opinion about advertising. But does that make everyone a marketing expert? Marketing is not just about advertising. Advertising is only one component of the promotional toolkit and promotion is only one of the four “Ps”…. product, pricing and place being the other three. All have significant bearing on a successful marketing program.

This is marketing 101 to professional marketers but many business owners do not understand the scope and process of marketing. Here are some common statements:

1. “I want to build a brand”. Brand building takes heavy dollar investments. It can’t be done on a shoestring budget or talked about in the same breath as guerilla marketing. Think Procter and Gamble, Nike, Monster. Think millions. Think consistency and long–term.