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Facbook Vanity
Have you secured your Facebook "Vanity URL" yet? If not, have a look at the username site for Facebook and secure your name
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NEW! Slide Presentations Page
We've done hundreds of presentations over the past several years on a variety of topics across the marketing spectrum. Check out our new and growing presentation archive page. Who knows, you might find something useful!
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Read the article below and download the executive briefing paper to learn more.
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I created this mind map on 'how to implement a corporate blog' nearly 5 years ago. As a general framework, it's worked out pretty well ever since then!
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Quick Marketing Tip
#3: Build Your Database Before You Need It
When did Noah build the Ark? Well, before the flood, of course. If you're not actively building your customer email database from your website and call center interactions on a daily basis, now is a great time to start.
Adapted from Day 7 of the DIY Marketing Month e-course. Sign up for this and other important lessons in marketing. |
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Tuesday June 16, 2009
Meaningful Marketing or Mindless Marketing?
In their book “Meaningful Marketing”, Doug Hall and Jeffrey Stamp lay out the differences between what they call ‘meaningful marketing’ and mindless marketing.
Meaningful marketing is a data-driven, analytical and methodical approach to getting the most from your marketing efforts while minimizing cost, effort and waste and maximizing sales, efficiency and long-term repeatable effectiveness.
Mindless marketing is that which causes you drop your prices at the whim of your customer, spend countless and unaccounted for dollars on promotions while hoping that customers respond differently to the same tired, repetitious messaging scheme.
How do determine if you’re doing “Meaningful Marketing”
Your marketing is actually useful in helping your customers make the best decision for their particular set of needs
Your marketing materials are 100% honest with no puffery
Your marketing is transparent and authentic and speaks with earned authority
Your marketing has FOCUS (target markets, message, what you sell and what you don’t sell)
All marketing is focused on customer acquisition and business growth (retention is a great goal too, but I simply call that ‘re-acquisition’)
Your marketing actually seeks to engage in a dialogue with customers rather than just ‘talk at them’ (think: blogging)
Your marketing seeks to fill a valid and well defined need rather than simply persuade a gullible customer into a one-time purchase
Read the Entire Article on Meaningful Marketing »
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Marketing Classics: The Hierarchy of Effects
Many marketers know the Hierarchy of Effects, but they usually called it by a different name such as AIDA, the sales funnel, the demand funnel, the purchase process or something similar.
Whatever name it goes by, the end result is the same. The Hierarchy of effects is the natural process of marketing where you begin with the total, unaware potential market for your brand, progress through a series of stages, including awareness, preference and purchase and ideally end up in a state of loyalty. However, most marketers have never mapped concrete marketing goals to the identified stages of the hierarchy and thus do not understand nor have they harnesses its true power.
This article and accompanying briefing paper examines the strategic value and practical uses for a well-defined Hierarchy of Effects for your organization and target markets.
Read more about The Hierarchy of Effects »
DOWNLOAD The Hierarchy of Effects Briefing Paper »
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Cool Resource: Autoresponders
 While I rarely advocate tools and tactics before strategy, there is one tool that I think every marketer needs to at least explore and decide how it fits into your marketing strategy & tactical plans, or at least be able to explain why you won't use such this tool.
The tool that I'm referring to is the ever popular email autoresponder.
Autoresponders are simple email marketing tools that automatically answer when a user subscribes to an email marketing list. Autoresponders can be very simple or quite complex.
Autoresponders are often used as e-mail marketing tools, e-course delivery, sales & lead nurturing or to immediately provide information to prospective customers and then follow-up with them at preset time intervals.
There are many autoresponder tools on the market, but after testing nearly a dozen of them, we've settled on using Aweber for our e-courses, lead nurturing and even whitepaper delivery, as you'll see if you signed up for the Hierarchy of Effects briefing paper above.
Learn more about Autoresponders at Aweber »
Sign up for the 30 Days of DIY marketing to see one in action »
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