Category Archives for "Small Business Management"

2 A feel-good brand in a bummed-out world.

It’s being dubbed a “”depressed economy.” There are nightly reports on our current “ecomonic dulldrums,” and the “downturn” in consumer spending.

But if you sift through all the doom and gloom you’ll find that some brands are thriving in this “challenging economic environment.”

How do they do it? Here’s the secret:

Make people smile! It’s as simple — and as difficult — as that.

WWLogo - smallIf your product or service can elicit genuine smiles, you’ve got a winning brand. Because happiness is contagious. And when people are experiencing stress caused by circumstances beyond their control, that little dose of happiness becomes more valuable than ever.

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1 Garbage In, Garbage Out — How to get effective advertising from your agency.

Took a load to the local dump the other day. As I hucked yard debris and unwanted consumer goods out the back of the truck, I got to thinking about waste in advertising.

There are mountains of it, even in this age of informed metrics and marketing ROI.

As an agency copywriter I spent months — years even — working on poorly defined assignments and campaigns that went nowhere. More often than not, we simply didn’t have anything insightful to go on. It wasn’t a lack of creative juice… we always had lots of good ideas. The problem was lack of direction.

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1 A lesson on the importance of logos – from summer camp.

Roll up the sleeping bag. Pack the bug spray and the spf 30. It’s time for camp… an annual summer ritual, for parents and kids alike.

Summer-Camps-HomeEvery year, when I part with my kids for two weeks, the memories come flooding back. Like the lyrics of my favorite old campfire song…

There’s a hole in the bottom of the sea. There’s a hole, there’s a hole, there’s a hole in the bottom of the sea.

There’s log in the hole in the bottom of the sea.

There’s a knot on the log in the hole in the bottom of the sea.

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3 Brand differentiation. Is your message too generic?

Golf is one of those categories where brand differentiation is difficult. Clubheads are as big as they’re going to get, and every brand promises the same thing… Longer, straighter drives. High technology. And distance above all else.

This headline from a Cobra Driver ad sums it up: “Scientifically engineered for insanely long, straight drives.”

Sounds insanely generic to me. Why pay $50,000 to convey a message that applies to the entire category? You could literally insert the photo of any driver and no one would know the difference. Seems like a high price to pay for invisibility.

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7 Marketing for financial advisors – beyond gift baskets

It was one hell of a gift basket, piled high with an assortment of treats and trinkets. Not unusual for the holiday season, except it came from my financial planner.

First gift ever. The crux of most financial planner marketing.

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Seven-story corporate headquarters of Longaberger's Basket Company, Newark Ohio.

Apparently, the stock market’s spiraling decline inspired her to do a little preemptive marketing.

Like most small, professional service firms, her marketing efforts are inversely related to her current cash flow. When the markets are up and she’s riding high, her marketing expenses are low. She’s too busy — and content— to worry about it. When things are tough, it’s time to turn on the charm. It’s human nature.

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1 Just a little trim around the ears — How to cut your marketing budget without hurting your brand image.

By John Furgurson

When it comes to belt tightening, most marketing managers have it all wrong. At the first sign of an economic downturn they go to the list of tactics and start trimming off the bottom of the spread sheet. Or worse yet, they go for a military-style buzz cut and just chop it all off.

images4First thing to go is ”image” advertising”… anything that doesn’t have a coupon or a response vehicle of some kind is out the window. Brand building, it seems, can wait for better days.

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2 Judge Not. (And make better marketing decisions.)

By John Furgurson

Marketing is a very judgmental business.

Marketing directors are constantly judging the results of their efforts. Sometimes objectively, sometimes not.

Ad agencies and design firms judge each other in a constant battle of “my work’s cooler than your work.” They also subject themselves to judging in award shows, where a few peers get to judge the work of hundreds of competitors on an entirely subjective basis.

When it comes to television advertising, everyone’s a critic. TV viewers sit around and judge the advertising they see, based on entertainment value alone. If it’s entertaining enough, they might talk about it over the water cooler. If not, they vote with the remote.

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1 How to survive when the economy tanks.

There’s a lot of economic doom and gloom in the news these days; Unless you’re living in a cave somewhere, you’ve heard about the housing market, the unemployment rate and the rising price of groceries and gas.

For many business owners, it’s frightening. The fortune-teller economists are predicting even more “belt tightening” as the year goes on, and if you let it, all the crummy forecasts might scare you into doing something totally rash. Like nothing at all.

It’s pretty common, actually. When the leading economic indicators start heading south, many business owners go into immediate survival mode. Stop, drop and roll! Duck and cover!

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