As I was searching the other day for more information on creative advertising, I found some really great information from Scott Smith. This is information that will help with effective marketing and advertising.

In my old advertising and marketing days, I’d always start by collecting deep knowledge of the product or service, and of the category. That included always trying the product for myself, or getting someone I know and trust to try it.

I think this is crucial: if you don’t believe in the products you are selling or know anything about them, how do you expect to speak with confidence to your potential clients? What if they have a question about a specific detail - Can you answer it? What if they want to know more about the products reputation or durability - what can you say about it without having used it?

So, bottom line - Use the products you are selling! Have your friends and family use them! Get feedback. Post the feedback on your site (especially if it’s really good!); if it’s bad you may want to look at other options within the product line. Scott Smith goes on:

…ensure that the product or service [is] up to snuff and functioning properly according to its goals, and that brand or line extensions [are] in place to address various users’ needs or tastes.

We’d learn as much as possible about what the users think, and what they want. Car manufacturers can put all the technology they want into a car, but if a consumer wants a RED car and the manufacturer doesn’t offer RED in that model, the sale is lost. You gotta know stuff like that. Knowing the category is essential to maximizing potential revenues and profits.

The phrase “knowing the category is essential to maximizing potential reveues and profits” is perfect. If you don’t know what your clients want, you are probably waisting lots of time. Find what people want and then give it to them!

How do you find out? One way is by going to a bookstore or library and looking at magazines that your market users may be interested in. What types of products do they buy currently? Who advertises in these niche magazines? What do they offer?

Another way is to ask your market. Do a survey, make a poll or form they can fill out; give them something “free” if they fill out a brief quetionnaire. Do something to collect data that you can use in the future to better meet the needs and wants of your customers.

If you understand the importance of knowing…this stuff, and make it your business to know the answers in your categories, it makes selling and positioning a brand within a Web site whole lot easier…

Great stuff! Now use it (and make comments!)…

No Comments »

Businesses are taking advertising to a new level: directly targeted, lifetime marketing and a personal connection with a specific market segment. Brand is defined as “a name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” (Principles of Marketing, Kotler, Armstorng, p. G1)

Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brands of their products and services. Most consumers view a brand as an importnat part of a product, and branding can add value to a product. Branding has become so strong that today hardly anything goes unbranded.

Advantages of Branding to Buyers:

• Brand names help consumers identify products that might benefit them.
• Brands tell the buyer something about product quality.
• Buyers who always purchase the same brand know what they’re going to get in regard to features, benefits, and quality.

Advantages of Branding to Sellers:

• Brand name becomes the basis on which a whole story can be built about a product .
• Brand names provide legal protection for unique product features.
• Branding helps the sellere to segment markets. (General Mills can offer Cheerios, Wheaties, Total, Kix, Lucky Charms, etc. - not just one general product for everyone.)

Highlight Sports feels that allowing businesses to brand themselves for a lifetime on completely customized DVDs is a huge benefit to specific businesses. As you can see in the video below, clients watch customized DVDs over and over again and put a high value on preserving memories.

If this is something your business would like to be a part of or you’d like more information, email Nate at Moller Marketing today.

No Comments »

There have been some great comments on Michelle Sorro and her “exit strategy” - if that’s what you want to call it.  Here are some of her exact words:

“What I signed up for originally is not what I’m dealing with now…”

Well, what did you expect?

“….it’s certainly not what I signed up for…”

Did you want a walk in the park resume builder?

“I don’t even feel like I want to come back to the board room(I’m sorry you feel that way!)…I would like to resign…”(ouch!)

When asked “Would you have quit if you had won?” she replied,

“I may have quit [if I had won]…” (Bold strategy, we’ll see how it works out for her!)

Closing remarks:

“I appreciated the opportunity…I have learned so much about myself…It’s a great way to get to know your strengths and weaknesses…I didn’t think it would be quite like this…I’m quitting in my [boxer's corner] because there is something going on with my spirit…I can cope with this any way I want so for me, it doesn’t feel like I’m quitting anything, it feels like I’m actually staying true to my integrity, staying true to a process that doesn’t work for me naturally…”

All I can say is Wow - the nerve, and on National TV in front of millions of potential employers - she’s in a tough spot! To see the entire exit strategy, go here: http://apprentice.tv.yahoo.com/trump/06/episodes/week3_videos.html#1643388.

So, what has happened to endurance, accepting failure, and learning from it?  Michael Jordan, when cut from his high school basketball team, didn’t “resign” or “stay true to [his] integrity” by walking off the court.  Babe Ruth was not what you call an athletic specimen of a baseball player, but he sure worked around that.  When life gets tough, is just giving up the best “moral” thing to do so we don’t “look bad?”  In my opinion, and I may be wrong, giving up makes you look terrible!

1 Comment »

Grrr…. Now that I’ve got your attention - Does procrastination get us anywhere? Are we satisfied with what we’ve always done? Did we maximize our potential in 2007? The obvious answer for most of us is NO!

Do we really believe we can achieve whatever we set our mind to? Do we really want to make changes? Do we feel that “Now” is the time?

As I read Rob Schaumer’s Blog about goal setting, I thought a lot about clients I currently work with: they all want to make changes, see results, and succeed. The one’s that see the most success all have one major thing in common - “[they] never worry about [what they] can’t change, [they] labor only on what [they] do have control of: attitude, knowledge, skills, and work ethic.” (Moller Mission Statement)

A key part of goal setting is implementation! As the saying goes: “Getter Done!”

No Comments »

Wow, what a change in traffic! Yesterday I added a plugin for del.icio.us and digg, two of the top SMO services on the internet. I submitted a new article about Michelle Sorro from the Apprentice. Today I’ve seen a huge influx in traffic - from 25 visitors yesterday to 761 visitors and counting today! Yahoo! (literally) - most of the traffic is coming from this Yahoo site: http://apprentice.tv.yahoo.com/trump/06/index.html.

So, if you haven’t got a del.icio.us or digg account, get them and use them. Make sure you submit articles to the right categories and avoid spam. Use the links to “Socially Bookmark” your favorite pages.

4 Comments »