Posted by Silvie Koang in 7 EASY WAYS TO INCREASE SALES on Saturday, October 13, 2012
often ask themselves when clients are slow. Often, the
response is... "You aren't doing anything wrong. You just need to
to do the main things better -- and you ought to start doing a
few things you have been neglecting."
Here's a list will evaluate your marketing
efforts. It includes what There really is to be the 7 most
important marketing principles triggering the success
of ANY business.
1. TARGET SPECIFIC NICHE MARKETS
Everyone is often a prospect to your goods and services. But
your marketing efforts will produce the best results for that
most reasonably priced once you target prospects with the greatest need
for the purpose you offer. Identify a niche market. Customize your
promotion to appeal to their greatest need. Then
multiply your results by defining other niche
markets and slanting your advertisements to appeal
the largest demand for prospects in each market.
2. Market your OWN USP
USP is short for "Unique Selling Proposition". It is the
compelling answer why a prospect will work business along
rather than using your competition. You'll attract the maximum
amount of customers whenever you offer a benefit they can get
from the competitors. Should you not curently have a USP,
create one by having something for a business you aren't
already offering. Convert it into a benefit statement and
include that statement altogether your advertising.
3. NEVER ADVERTISE With no OFFER
Always include a powerful offer with your advertising. Offer
free information relevant to your service to
generate inquiries or website traffic. And then suggest by far the most
compelling discount or bonus provide you can pay for -- to
convert these inquiring prospects into paying customers.
This automatically causes your next marketing principle...
4. COLLECT CONTACT INFORMATION And employ it TO FOLLOW UP
Most prospects won't pick the first time they hear or see
your sales message. You need a system to get contact
information making it possible to reach them again with periodic
reminders and provides. Many businesses develop 50 plus
percent in their sales using on top of prospects who
previously requested information but didn't buy -- yet.
Advertising is pricey. Increase your return on it by
following up periodically while using prospects it produced to
convert much more of them into customers.
5. Get rid of the OBSTACLE OF RISK
Let's consider major reason people do not buy something
they really want or need? They don't want to take the chance of
getting something different than they expect and possibly even
losing money. You'll be able to eliminate this risk by guaranteeing
satisfaction. In the event you sell products, provide a liberal money
back guarantee. If you supply a service, offer to carry on
working without additional charge before the promised result
It's easier and less costly to get additional business from
satisfied customers than to find clients. Continually
find or develop new products and services related what
you sell -- and give these phones them. Affiliate
programs provide a quick and low-cost way for Web-based
businesses to feature services and services with their
7. NEVER STOP TESTING
Continually ensure that you evaluate the effectiveness of
whatever you use or do to promote business. Here's a
successful 80/20 guideline you can utilize. Invest 80
percent of this advertising budget and effort in proven
promotions and 20 % in testing new variations. Most
businesses by using system continue growing -- during a
highly competitive market.
Create a couple of minutes to judge how well you're implementing
each one of these seven marketing principles in your business. A
small improvement within one will increase your sales
immediately. A marked improvement in many will generate a big
increase in your total sales volume.
Posted by Silvie Koang in The Hierarchy Of Marketing on Monday, October 1, 2012
classes, a great number of options. If you happen to took a psychology class,
you could remember a man called Abraham Maslow.
Maslow became a psychologist that invented a theory coping with
the hierarchy of human needs. No, marketing is not essential to
human survival, and odds are your products or services just isn't
either. However, whatever you decide to are offering, it will eventually fit in one
of the categories Maslow has indexed by his hierarchy of needs.
If you realize which need you should interest, it's going to be that
much simpler to showcase for a prospects.
The primary level on Maslow's hierarchy refers to physiological
needs. Fundamental essentials most rudimentry necessities that humans require
to outlive. Food, water, shelter, and oxygen all fall under this
category, along with sleep, activity along with other inevitable human
If the service or product is because of him a rudimentary need, most of your
concern is receiving the customer to purchase of your stuff as an alternative to your
competitors. We need food, so why would potential
customers be more inclined to buy lunch your restaurant
rather than the taco shack across the street? Maybe you have
less expensive costs, better quality, faster service, or maybe a more
comfortable environment than they do. You have to stress
that what YOU offer holds certain advantages in the customers'
The subsequent stage of human need deals with safety and security. Turn
the tv screen on for five minutes, to see the quantity of ads about insurance,
retirement plans, or home alarm systems play through the
commercial break. How would the usage of your products or services initiate
feelings of safety and stability within your customers' lives? Stress
these factors as the main selling points.
The 3rd tier of Maslow's hierarchy is the love and belonging
step. Many of us have felt the will being nearer to our families,
to possess more friends, or to discover a partner.
Attractive to these desires pays to should you manage a personals web
page or possibly a own a golf iron. Inform your prospects concerning the great
interactions they'll have when they try your service, and use
testimonials from customers past. Listening to accomplishment
from former clients is a superb way to get new buyers.
Maslow's next section of human need relates to esteem. One region of
esteem needs calls for recognition from others, status,
attention, and recognition. Additional area hits somewhat closer
for the self, involving self respect, confidence, competence,
independence and achievement.
I will be reminded of any shampoo commercial in which the lead actress
walks by using an office with the admiring eyes of numerous
workers following her around. At the end, she walks in a board
meeting and states that she doesn't can work for the company,
and many types of the eye need to be the result of her shampoo.
The last tier of Maslow's hierarchy is termed the self
actualization level. Have you ever heard the army slogan "Be everything that you
can be"? This is an attract the self actualization needs of
people. Approaching people as of this degree of the hierarchy
involves inviting these phones satisfy their full potential like a
hard working, motivated member of society.
Attracting the requirements of your customers can be a fantastic way to
grab the eye of your respective customers, when you remember to
be responsible concerning this. Is not incorporating psychology into
your marketing plan could possibly be a real easy way grab customers?
Posted by Silvie Koang in Ten Ways to Handle Sales Objections on Monday, September 24, 2012
2. Never rush your response to an objection. STOP and REFLECT. Show the customer you are listening! Sales people often respond too quickly in these situations. This will often create friction with the client which could also be avoided.
3. Repeat the objection back to the customer. This will buy you time and it will also show that you are interested in what they have to say. It's a good idea to say the same thing but with slightly different wording. It just sounds a bit more natural and less construed.
4. Remember that objections are often a "BUYING SIGNAL" because the customer is questioning your offer. If they had no interest, why would they still be talking to you? Watch out for an objection that is followed by another question! This is another sign that the customer is interested even though their "tone" may not make it that obvious.
5. Ask the customer if they are interested if you think that their objection is just a SMOKESCREEN. Smokescreen objections can be a real time waster for sales people and unfortunately even the more seasoned professionals can fall into this trap. Some clients can feel overpowered by a confident sales person and there only escape is to create a "false objection" A simple way to eradicate this type of problem is by further probing in order to make sure that the objection is genuine.
6. Remember that statistically speaking 3 OBJECTIONS are needed before a person will buy. How many sales people give up after the first or second objection without realizing that this person would have bought if they had persisted a little more? This can be particularly the case when a sales person is experiencing a "Bad Patch"
7. Objections are part and parcel of the Sales Process. Don't let them stop you from reaching your goals. Yes it's true that objections can be a form of unwelcome distraction but the true professional doesn't let them ever get in the way of end goals.
8. LISTEN carefully to objections. They often hold valuable clues about the client's needs and PAIN. An objection can often reveal important information that is often worth noting because even if the customer doesn't buy on this occasion you may know what buttons to press the next time you speak to them.
9. The better you explain your offer, the less objections you will hear! It's important to articulate your presentation in a way that the prospect clearly understands what you're on about. This will help to avoid objections that arise from not clearly understanding what you have said.
10. Wouldn't selling be boring if people never objected? This may appear strange at first but I actually think some customers enjoy the "bartering element" of buying and sales people should be fully aware of this. In my career I've often been congratulated for my persistence. I sometimes imagined that the client hated me by the time we were closing the deal. The reality was often very different in that they actually complimented my stamina and will to overcome all the obstacles that stood in the way.
This article was written by Sales Expert and Sales Course Creator David Lynch who has written many books such as "Making The Seller" and "39 Mistakes to Avoid in Sales" He offers lots of valuable FREE sales tips on his website www.blikfanget.blogspot.com
Posted by Silvie Koang in Dental Marketing on Thursday, September 20, 2012
Here are seven dental marketing strategies that will completely unfurl your sales!
1) Right Your Dental Website
Most dental websites are listing in a generic Internet sea. Lots of dental services are written about but little or no real human warmth can be found in this frigid North Sea of uninspired content.
Write, write, and write to right your website. With all the sites out there now, you need to say dentistry with real people in mind. Your dental web site content should be worth knowing about rather than just floating out there like a buoy without a real-life perspective mooring.
2) Sales Faster With Dental Direct Mail
Communicating effectively often requires someone to take the lead. Direct mail gets out in front faster than almost anything you can do. Dental practices that want more than galley leftovers need to mutiny against generic marketing and take the fight for hearts and minds to the home front and mailbox.
Nothing else is as local, as targeted or as proactive. Rather than waiting for consumers like all other marketing it goes right to the head of household and says, “Look at me, why wait, you need it now!” You need to say it the right way and with an eye on building value. But you can use dental postcards; a brochure-mailer or whatever works best for your dentistry brand. Direct mail puts significant wind in the sales of your Internet strategy as well.
3) Gain Supremacy of The Online Seas for Your Dental Practice
Web surfers are searching for exactly what you offer. Whether its dental implants or porcelain veneers, smile makeovers or advanced cosmetic dentistry, you can be the one with the phone calls, new patients, and revenue booty. Even in dangerous economic waters, it is possible to sale well.
This is not brute force online advertising. It’s a niche strategy for the dental practice that wants patients who are ready to buy what they offer. No longer haggle about price. Say heave ho to the dental insurance anchor. Start steering your online strategy toward your higher-lever services and the consumers who will pay for them in a good and not so good economy.
4) Define Your Dental Niche Rather Than Being A Dentistry Parrot
If you say the same things every other dentist is saying, you will be like a parrot on a creativity lacking, dental marketing pirate shoulder that’s squawking and hawking the same thing. Instead, say less about dental services and focus more on your dental expertise.
Consumers will never see the value in your expertise if you hoist the same flag (grocery list of dental services) your competition does.
5) Real Dental Branding Halts The Plank Walk To Irrelevance
First, dental logos are not brands. They are brand elements. Completely transform your brand like you want your patients to transform their smiles. Otherwise Davy Jones’ Locker is ready to swallow your sales numbers.
You no longer work on teeth. Currently, consumers see teeth in your brand when price, low value, and dental insurance are still magnets in their compass. With effective brand development, the consumer will know you see THEM. Then the focus is not on their teeth, which have less value to them. They are not their teeth, their mouths or even their smiles.
Create a brand around your dentistry expertise and the value you offer PEOPLE. Tooth and toothbrush logos, half off whitening coupons and the like are grounds for plank walking in this tight market. Quit degrading your value. Branding prevents dental expertise irrelevance.
6) Be Unique To Avoid Being Set Adrift in a Dentist Without Differentiation Dinghy
The market has gotten crowded with “we do dental care like that too” competitors. Sameness will sink almost every communication ship you set sail in with the today’s hyper-competition for the consumer’s money.
Dental insurance reliance takes more profits out with the tide. The low price dentistry sales method is taking on water like mad because it has nowhere to go but down. Taking your dental practice into unique waters is often a calmer experience. The waters are clear, making it easier for consumers to see you, evaluate your value, and start appreciating the worth of your dental expertise.
7) Guide Your Marketing Efficiently With A Sturdy Dental Coaching Rudder
Why get a dental marketing coach? Actually you can do it all yourself. Like I could voyage into megapascal math and meth mouth makeovers, you could set sail on a masters (and commander) graduate course in dental marketing. Or we can each do what we do best, and I can help you sail to your port of call a whole knot quicker.
Running your dental practice aground is easy to do if the winds change. Get command of a seaworthy craft with an expertly righted, communication strategy. Of course, it’s always your choice whether you go with an expert or not. Likewise, the consumer has many choices. You need Niche Dental coaching services to give you the helm during dental consults.
Niche Dental helps consumers see YOUR expertise as valid and valuable before they arrive, releasing the knot of objections in case acceptance. Otherwise consumers will continue to open the rum barrel of low value, minimal results, and never-pay-out-of-pocket dentistry.
Either take this route or invest in my new book and we can make money on these wading-in-low-waters consumers. It will be sold on the All-Generic Dentistry, All The Time cable channel and DentalOverStockOverBoard.com. The book, Dental Care for Rummies, makes consumers feel good about low priced, insurance covered, fast-paced, and simplistic solutions dentistry.
CONCLUSION: Sailing Your Dental Practice Through a Downturn
Wanting a simple solution to your dental marketing dilemma is a natural expectation. But if you think about how the consumer often reacts to anything without a dental insurance life raft, the simple expectation sinks quickly. While there are some “simple” solutions in dentistry and marketing, they often cost more, require more time, or need an expert touch.
Paying for dental coaching, spending more for the right marketing, and developing a long term plan makes sense, even now. In an economic downturn, many consumers actually spin the helm toward a counterintuitive bearing. They start looking for value, wanting more bang for their doubloon. It’s counterintuitive because expensive purchases are not removed from the table. The value treasure chest is still very full for many consumers, especially the 77 million baby boomers who need more dentistry.
Promoting your expertise in higher-level dental treatment will standout. Consumers will notice because everyone else will be retreating to cheap and cheaper marketing waters. Fly the flag of the low priced pirate dental marketer and see your frigate get hit with the cannons of low profit and work your butt off dentistry. Avoid the low value services bottleneck; catch the wind a change in direction provides.
If you are not ready to string me up on the mizzen because of all my sailing references, call me to discuss your dental marketing needs. Then we can get everything shipshape in a matter of few nautical miles.
Posted by Silvie Koang in Sulfuric Acid Prices Explode on Sunday, September 16, 2012
In September, Purchasing.com reported that the biofuels boom, particularly the proliferation of ethanol plants, is having a "double effect" on the demand for sulfuric acid, according to Paul Bacon, business director at Rhodia Eco Services, a French sulfuric acid producer. But a more recent story in February in the Ames (Iowa) Tribune says “the pricing of sulfuric acid, a manufacturing commodity used in the production of metals and fertilizer, has soared due in part to the increased additional demand from the manufacture of ethanol fuel.” One sulfuric acid buyer at a biotech firm in the Northeast told Purchasing.com this week both of his chemical distributor partners increased prices for sulfuric acid in the first quarter. He said: “They both claim that producer costs have gone up due to higher production costs. Since I am not a huge user of sulfuric acid and our sulfuric acid prices have been steady for the past 18 months, I did not push back very hard regarding this latest increase. I expect prices to hold for at least the rest of the year.”
Automotive tier one supplier Johnson Controls in January raised lead-acid battery prices by 4% and cited a dramatic jump in sulfuric acid prices as one of the reasons. At least one buyer of sulfuric acid, Frontera Copper in Toronto, says that a strike at a major sulfuric acid supplier has wreaked havoc on its supply and pricing in the first quarter. In a late February update, Frontera said the strike has been ongoing since July and the lack of sulfuric acid supply has impacted its mining capabilities, although the copper firm declined to name the supplier. Key Compton, president of sulfuric producer Southern States Chemical in Savannah, Ga., says increasing sulfur prices are the primary reason for sulfuric acid prices to rise. Compton says sulfuric buyers may be in for a long ride, as sulfur prices look to remain high for the remainder of 2008 and into 2009, pushing sulfuric acid prices up in the U.S. At a certain point, however, U.S. prices may match those internationally, giving buyers the option to source more sulfuric acid overseas and create more competition.
Posted by Silvie Koang in Writing Your Private Club Membership Marketing Plan on Thursday, September 13, 2012
1. Gather Membership Information - Create a spreadsheet and line up your membership historical data (i.e. numbers of members in each category, dues charged, number new members per year, initiation fee amounts, list the various promotions and drives, numbers of resignations, etc.)
2. Gather Comparative Club Information - Typically, someone among the clubs in your region has done a study and you have participated. If not, then you do one. Create a spreadsheet and plot your club in position to the others.
3. Demographics - You can order a demographic study from Claritas or any one of a number of companies. Determine if there is growth and where. Stay inside of a 20 mile radius. Also, drive around and locate growth pockets where homes are priced in a range that would support membership in a private club.
4. Use 2009 Data - If you have it, use data from a recent survey, guest usage, spending trends, rounds of golf. If you lack data in certain areas, then plan to obtain that data in 2010 for use next year.
5. Don't Overlook the Social, Sports and Dining Membership Opportunities. Selling Golf Memberships is likely to be rough sledding next year, so adding peripheral memberships, even annual memberships might be suitable for your club's bottom line while also adding activity and life to the social part of the club.
6. Save Your Members' Money - Arrange services and activities that save members on their bottom line. Help them rationalize their monthly dues. If you have not ventured into "Parents' Night Out" or "child care," or off-site activities: such as members' bowling league; nature hikes; BYO BBQ's; Factory Outlet shopping trips, etc., perhaps you might think about it. One club in California actually offered enough "Concierge" services on the menu that if a member were to take advantage of half of them, they would break even on their monthly dues. One popular idea was a dry cleaning service: The club negotiated a deep discount on dry cleaning and acted as the pick up and drop off point. Same for weekly on-site car detailing.
7. Get Member Input - Obtain input from your members, committees and your Board as to what the membership goals should be for the club. You can bet that "Member Retention" and "Reduce the Selling List" will be on most people's minds.
8. Set Appropriate Goals - Nothing will frustrate the club's leadership, management and staff more next year than unrealistic goals. It is going to be a tough year for most clubs in nearly every market area.
9. Develop Action Items - Set between 5 and 10 very specific goals. Write down your methodology, timetable, who will be involved and what you expect the outcome to be. These do not have to be all financial in their nature. Just a few ideas: Introduce yourself to 10 members or family members each week; someone you have not gotten to know yet. Invite them to lunch or to have coffee, just to get to know them. Concentrate on Member Referrals and make it easier than ever for your members to show off their club and to sponsor. Get your Head Professionals (Golf and Tennis) actively involved in membership growth efforts. Develop a new and improved New Member Orientation Program.
10. Plan on Intermittent Polling - Poll Your Members throughout the year on the specific "Action Items" using mini-surveys, web surveys, tabletop surveys, or even walk-around polls to see if your Membership Goals and Action Items are making a difference. Use the information to adjust and to prepare for your 2011 Membership Marketing Plan.
Next year promises to offer significant challenges, however, the club industry has been here many times before. Over the past 20 years in consulting, I have experienced at least three down-cycles. Does anyone remember the "Tax Reform Act of 1986"? General Managers and Membership Directors thought the sky was going to fall right down on the fairways. We are still here and so are those fairways. The saying: "It is what it is" is becoming a mantra. Be realistic with planning and be proactive with the things you can affect. If you need encouragement or assistance, give me a call or shoot me an email.
Posted by Silvie Koang in Need of Sampling and Sampling Methods on Tuesday, September 11, 2012
We can not examine whole population because of following reasons:
There are many other such reasons because of that it is impossible to examine the entire population. So, better way is to choose some sample from the population.
How to select Sample:
Now next question is how to select sample?
Well there are numbers of sampling methods available that can be helpful in different situations. These are:
Cluster (Area) Random Sampling
Multi Stage Sampling
To know more about these sampling methods click here
Posted by Silvie Koang in Youtube Marketing Can Make You Money on Friday, September 7, 2012
All you need to do is to bring the whole world's internet useres to your website, which in my opinion is immpossible. But as for earning good money from the internet, you needs as much visitors as possible. There are many ways to do so. You can use the Youtube marketing to earn money from Youtube easily. As I will say this is the best medida to explore and to have success for any of your business. its very easy, you just need to make video and have to upload it on youtube. But before making the video and going to upload, you need to know the exact steps, actual methods and the secret tricks which successful video marketers are using to make handsome earnings online. You can do so by just reading a Youtube marketing ebook. Which will guide you through the rest of the program and you will be having your own job and business up and running in no time.
Posted by Silvie Koang in Make Money As A Vegetarian Affiliate on Tuesday, September 4, 2012
If you don't know how to become a vegetarian affiliate, here are some tips that will help you.
1. You can find a lot of products related to vegetarianism that people will be willing to buy. Some of them are cooking books, how to start the vegetarian ebooks and courses , and food products. These are just the tip of the iceberg and if you dig deeper you will find much more.
There are ebooks for dieting using vegetarian foods, there are ebooks and books for vegetarian sauces, cook books for vegan Chinese food, cook books for normal vegetarian food. So if you do a little research you can find a lot of product and a lot of people that may be interested in these products. The trick is to find a product that will be appealing to the visitors of your website. Find the product that your visitors will be interested in and recommend them the product. Chances are you will make a good amount of money from helping them.
2. Once you know what kind of product you want to promote, you will need to find an affiliate program for that product. For this there are many affiliate networks like Clickbank, Paydotcom and Commission Junction that can give you tons of product to promote on health products. However, most of these products are only information products but there are some other websites as well like Market Health that will let you promote physical products.
But you should not limit yourself to these affiliate networks because on the internet you will find tons of other websites that want you to promote their products. There are some websites that have independent affiliate programs that want you to promote their products. It is a good idea to search through all of them, because you only want to promote the best products to your visitors.
3. The next part is choosing what kind of promotion methods you want to follow. If you want to just start selling products to people right away you can start with PPC (pay per click ), article marketing, video marketing, write product review, place a promotional in your newsletter if you want a free way to promote products.
Becoming a vegetarian affiliate will let you help other people improve their life for better and will also let you earn some money while doing it. Promoting vegetarian products is an excellent way to make money as the market is hot with more and more people wanting to convert to vegetarianism everyday.
Posted by Silvie Koang in Effective Pricing Strategy is to Control Financial Success on Saturday, September 1, 2012
A key goal of an effective pricing strategy is to manage revenues in ways that support the firm's profitability objectives. To do this a firm has to have a good understanding of its cost. The value created for customers and competitors pricing, this is a real challenge for services firm. Competitor pricing cannot be compared dollar for dollar with a firms pricing. As services are often location and time specific,
Generally Marketing includes:
• Determining what the customer wants and needs.
• Providing products or services that meet those wants and needs.
• Informing the customer about the availability of products and services and the benefits of using them.
• Selling products and services at prices that customer considers being fair.
This often used cost plus pricing, price schedules were often tightly constrained by government regulatory agencies and some projection are today. however most service businesses enjoy significant freedom in setting price and have a good understanding of value- base and competitive pricing, these developments have led creative pricing schedules and sophisticated yield management system ,
The Four P's of Marketing—Product, Place, Price, and Promotion provide you better understand that what they are likely to purchase and how much they are willing to spend for specific items.
Price: The value placed on the product or service being offered. The pricing structure is often determined by the unit cost of the product with a specific percentage mark up. The markup can range from 20-100% of unit cost.
Promotion: Influencing the acceptability and sale of the products and services to the customer. This could be done in several ways ranging from product line, pricing structure, and advertising strategies.
Product: The goods or services that are provided to the customer.
Place: How, where, and when the product or service is provided. This would include the location and an hour of operation is the main factor of potential marketing.
Pricing is typically more complex in services than in manufacturing because there is no ownership of services. it is usually more difficult for managers to determine the financial cost of creating a process or performance for a customer than to identify the costs associated with creating and distributing a physical good, the inability to inventory services places a premium on bringing demand and supply into balance, a task in which pricing has a key role to play, the importance of the time factor in service delivery means that speed of delivery and avoidance of waiting time often increase value , with the increase in value , customers are prepared to pay a higher price for the service.
Price sensitivity measurement methods:
"Asks permission" to charge higher prices for added value without loss of sales
Seeks confirmation that discount pricing will increase, not depress, revenues (i.e., is not a Gratuitous concession)
Seeks reassurance that the discount is an adequate concession, in light of product "deficits"
Conclusion: What does a marketing perspective bring to pricing? Effective pricing strategies seek to enhance for even maximize the level of revenues. Pricing research is a compass, not an automatic navigational system. Expect it to provide worthwhile guidance but not irrefutable answers, and be prepared to select different tools from your pricing kit for different marketing problems. One size, one tool definitely does not fit all. Often by discriminating between different market segments based on their value perceptions and ability to pay and between different time periods. Based on variations in demand levels over time
Posted by Silvie Koang in Emotional Marketing on Monday, August 27, 2012
Slowly the scenario changed as many producer came into the market and competition began to increase intensively. This was consumer's time to smile. Consumers began to have wider choice and the era of marketing had begun. Customers now became the kings of the market; This gave an opportunity to customers / consumers to compare products and offerings based on which they decided which was the better product to buy.
As a result the market was bombarded with number of products. Products were launched with variation and numerous features, eventually leading to a situation where the products from different producers were almost similar. This was the time when it was difficult to make differentiation in the product. Now the products were launched with lower price. For many manufacturers this was a differentiator and still is at least in countries which are yet growing economies.
Marketers realized that to survive in this competitive world there was a need to change the marketing strategies. This was the time when there was a need to find a differentiator that could help them stand out among various competitors. This brought "Emotions" into picture. Producers realized that there was a strong emotional connect between consumers / customers and the products they use. They understood if the consumers' emotions are addressed in the right way they could get more loyal customers. This unlashed the new approach to marketing which was termed as "Emotional Marketing".
Need of Emotional Marketing
The fundamental premise behind emotional marketing has now been followed by marketers from fairly long time now. It was understood by the marketers that understanding Psychology of a customer / consumer was really very important for getting that share of mind (and now share of heart). They now knew that understanding the customers philosophy helps them achieve there marketing goals. This philosophy can be understood easily for instance, consumers do not buy shampoo just to clean their hair, but to get a new look, a new feel, a new fragrance that could keep them fresh all day long. A Car is purchased not just for transport but also as a status symbol. Nonetheless, customers can not be considered as bundle of emotions at one extreme, or as objective and rational analytical machines at other.
However, adding an emotional appeal helps a company sell its product more; and marketers are increasingly restoring to this measure. Just think of the last product you brought home, what was the concealed force that ha compelled you to make the purchase; it was emotion was it not? You may believe it or not but some degree of emotion is always involved in any purchase you make. Trust me for many purchases it's more of emotion that makes you buy the product rather that all possible logics. Emotion acts as a catalyst in the engine of the purchase decision process.
Customers most often attribute logic and reasoning to the purchase and try to prove that they have made a rational purchase and emotion has not played a role in the decision making process. But the ultimate driver is emotion, which has played a major role in the final purchase decision – believe it or not. Rational only generates interest in the product the ultimate driver is emotion. Customers are not much interested in the attributes of the product; they want to know that how that product is going to suit there personality. And yes, this is not the case with some customers. All customers behave in the same manner. Customers purchase their products emotionally and rationalize their choices intellectually.
Marketers therefore follow the concept of emotional marketing. They endeavor more emotions, as emotional marketing helps in getting share of wallet. If strategically developed emotional marketing can minimize the impact of rational factors, which may otherwise take away the customer to the competitors.
My personal belief is that the products offered my any brand do get buying decisions motivated by different senses of the buyer; senses like – Touch, Feel , See, to some extent smell. Let me explain, if the product or brand is communicated with a great emotional touch, or feel I may but the product as the time when I decide to chose the product I may recall the advertisement and decide to by that's product spontaneously. And trust me this works. I may find the fabric of a product so good, soft that I might decide not to look into other options available which rationally may be a better choice, and may be cost me less. Emotional connect can be see more in cases of Perfumes – you may like ‘212 Sexy' so much that you might not even be in a position to chose a other brand. True? This is emotional connect on which marketers are now concentrating. Remember, costumers get attracted to products which effect there feelings. So the question is – how actually do customers make purchase decisions? How do they evaluate products? What are the various criteria on which they chose the product while making choices?
Hence, companies which want to stand above the competition have to take emotional marketing so as to increase market share. Effective development in emotional marketing can shift a marketing challenger or market follower to position to market leader.
Posted by Silvie Koang in Tips for Marketing Consultants as Profession on Saturday, August 11, 2012
Now come back to main topic the main role of marketing consultant is advice clients on the best strategies for selling their products or services. These professionals also have deep knowledge of competition analysis, marketing campaign analysis, branding, and pricing. As consultant you have to research and study the competition of your prospects. As well as techniques, elements they are using in terms of marketing campaign so you can advice your clients on how to outplay those people. In marketing campaign analysis you are expected to analyze the current campaign of your clients to determine its strengths and weakness. After this analysis you will be able to recommend how to improve the strategies and get better results.
Branding is an important factor so give advice and recommendations on it so yours client's potential buyers will easily recognize the products in market. Similarly pricing is one element that is considered by buyers when they are about to make a purchase. As a consultant you may have to provide help in terms of pricing strategies. You must be able to give best advice in terms of earning a decent profit.
In general understanding consumer behavior and how to motivate consumers to purchase a certain product is an essential skill for a marketing consultant. This professional must be able to identify target audience for each product or service. This can help in reaching each audience with convincing communications. Similarly coming up with new ways of positioning and promoting products is essential.
Marketing is a creative business, since new ideas are frequently needed. Critical thinking and creative skills are the main requirement of marketing consultant. Clients hire a marketing consultant company in the hope of getting the best results. This professional can work on one specialize area like direct mail or internet marketing or can work on both areas.
Posted by Silvie Koang in Top 10 Marketing Concepts for Small Business on Sunday, July 29, 2012
Marketing Concept # 1: Consistency
Consistency is the number one marketing concept for small business marketing only because it is left out of marketing concepts for so many businesses. I have worked with a long list of clients, big and small, that are extremely inconsistent in all areas of their marketing. Consistency helps lower the cost of marketing and increase the effectiveness of branding.
Marketing Concept # 2: Planning
Once small business owners decide to be consistent with their marketing, planning is the next major concept to engage. Planning is the most vital part of small business marketing or any level of marketing, for that matter, and so many owners, marketing managers, and even CMOs plan poorly. Put the time into planning your marketing strategy, budget, and other concepts presented here to ensure success.
Marketing Concept # 3: Strategy
Strategy immediately follows planning because your strategy is the foundation for the rest of your marketing activities. In the process of planning, you must develop your strategy: who you will target, how you will target them, and how will you keep them as a customer.
Marketing Concept # 4: Target Market
Target market is also another key concept for small business marketing. Defining exactly who you are targeting allows small business owners to focus on specific customers and reduce marketing waste. A well-defined target market will make every other marketing concept so much easier to implement successfully.
Marketing Concept # 5: Budget
Although it is listed at number 5, budgeting is important throughout the entire process. Creating a marketing budget is usually the hardest and most inaccurate part of small business marketing. Most small businesses owners lack a great deal of experience in marketing, so their budgets usually end up skewed. The most important part of this marketing concept is to actually establish a marketing budget. From there, you can worry about how to distribute your available funds.
Marketing Concept # 6: Marketing Mix
The marketing mix is usually defined as product, pricing, place, and promotion. As a small business owner, you must specifically decide on your products (or services), the appropriate pricing, where and how you will distribute your products, and how will you let everyone know about you and your products.
Marketing Concept # 7: Website
In today's market, a business of any size must have a website. I hate when I see businesses that have a one page website with out-dated information. Customers, be it businesses or consumers, will search the web over 60% of the time before making any purchasing decisions. This marketing concept contains a slew of additional components, but you must at least develop a small web presence of some kind and keep it updated.
Marketing Concept # 8: Branding
Many small businesses owners also neglect this concept. Small business marketing must focus on this marketing concept just as much as large corporations do. Branding consists of the pictures, logo, design scheme, layout, make up, and image of your products and even your company. Branding is how your customers perceive (please place a lot of emphasis on that word!) your products and company. Make sure to pay special attention to what kind of brand you are building through each step of your planning and implementation.
Marketing Concept # 9: Promotion and Advertising
Promotion and advertising is a very complex marketing concept, but must be considered for any type of business and its products and services. Once you engage the previous 8 marketing concepts, you must finally let your target market know about you and your products. Proper promotion and advertising will result in effective brand recognition, and, ultimately, increased sales.
Marketing Concept # 10: Customer Relationship Management (CRM)
The concept of customer relationship management has become a huge industry in the marketing world. There are many types of software and services offered to help businesses of any size handle their customer relationship management. Since there is so much available, usually for a large sum of money, small business owners usually look at this concept as something they are not big enough for or have enough money to implement. Don't be fooled by the massive industry that has evolved from this concept. Maintaining proper customer relationship management is essential to creating loyal and consistent customers.
This list of marketing concepts should be examined, researched, planned, and implemented, especially by small businesses, in order to be successful. Also, your marketing doesn't stop here. Each business is unique and will have additional components that must be considered, but this list will jump-start any marketing plan.
Posted by Silvie Koang in 3 Types of Sales Promotions Based on Target Market on Monday, July 2, 2012
Possibly the most common and popular of sales promotions, consumer marketing directed sales promos are those intended to appeal to the end consumer. Consumers are exposed to sales promotions nearly every day. Recent studies have shown that sales promos do play a conscious role in the buying decision process.
For example, Uprinting promotions can offer discounts on all its products to print material end users to influence their purchasing habit.
Business Market Directed
This type of sales promotion marketing is targeted at other business entities. It is a sales promo that may propose a certain level of distributorship and other trade functions to companies. Often formal and less creative than a Consumer Market Directed Sales Promo, it works well in Business-to-business dealings. This type of sales promo can also be limiting due to the marketer’s personal network.
For example, Uprinting promotions business market directed campaign can tap into its suppliers and offer them the opportunity to carry uprinting products for a share in the profits.
Government Market Directed
Due to the wide nature of marketing communications target market, sales promos can span the identification of the Government as part of our market. Dealings with government agencies and other state related offices will require a separate marketing plan and a government market directed communications campaign for your sales promotion will best suit the project.
For example, Uprinting promotions will direct its sales promo to government units to gain favorable branding and image enhancing advantages. Uprinting can tap into the consumer market after establishing its connections with the local governing body.
More variations of sales promotions can be found using different means of measurement and definition. To learn more about the Uprinting promotions visit them online.