No, I am not talking about marketing hardware, but rather the basics of product and service sales promotion. Too much emphasis is being placed on creativity and on-line media placement while not presenting a compelling message. Effective advertising must appeal to the emotions, wants and needs and even fears of…
The years spent in a profession yields a vast amount of valuable knowledge. This wisdom tells us what has worked in the past and what has failed and these understandings have a relevant future benefit. Experience is a major qualifying factor in determining the value of a professional. We ask…
Every manufacturer and distributor that markets products or offers services, needs sales support collateral. Some marketers may think, “We have all our products listed on our website, so we don’t need anything else”. Here is the problem with that thought: Because web surfing is reactive Directional Media… A Google search…
Some marketers buy advertising based on graphic design alone. They sporadically run ads in the least expensive media and hope to attract business. While it is desirable to have attractive artwork, advertising is more than artwork… it’s more that posting on Social Media. Impressive advertising is more important than…
Advertising is comprised of two primary media functions; Promotional and Directional. Simply put: Promotional Media is proactive advertising that reaches out to target markets with motivational messages. Directional Media is reactive, initiated by consumers shopping for those advertised products and services and looking for the best price and a place…
Advertising and marketing are the fuel that propels every business down the Marketing Highway. With enough fuel in your tank, you can accelerate and pass your competition. Or, you can choose to be conservative and just keep up with traffic. The worst mistake any business can make is to let…
In spite of past predictions by some… today, print media is alive and well. Over a decade ago a former client predicted, that within ten years, all printers would be out of business and magazines would no longer exist. He claimed that the new digital media would take over, and…
Sales methods have changed over the years. I remember the door-to-door salesmen selling vacuum cleaners, encyclopedias and household products. Direct-mail promotions and telephone solicitation replaced some of the premise sales calls, but personal contact has always been the best way to present a product, or service and get an order.…
Newsletters are an extremely cost-effective communication and promotional media. These periodicals offer on-going communication to potential buyers, current and past customers, dealers and wholesalers along with allied organizations. A well-designed newsletter is a combination of informative content, new product and service PR, sales promotions and advertising components. Information about the…
If you are like most trade show exhibitors you have talked to hundreds of visitors, handed out a lot of literature and accumulated a massive list of contacts. The many prospects that briefly stopped by your booth, also saw thousands of other products and talked to hundreds of exhibitors.…
