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Add You - What Distinguishes You From Your Competitors?
Investopedia.com defines marketing as, “the activities of a company associated with buying and selling a product or service.” It is the way a company gains attention of an audience in order to sell and deliver goods and services. The ultimate goal of your marketing plan should be to match your products or services to the people who need and want them. For many businesses, traditional methods of advertising do not effectively provide that match-up. “Duct Tape Marketing” refers to a method of reaching your customers that comes from within your organization. In other words, you did not hire an outside company to get your message across. You do it yourself! What a great idea!The problems with Duct Tape marketing are that it can be expensive, outdated and just downright boring. However, marketing from withi
If you are a new player, select a player with fewer than two years in business or with the same number of selling products, otherwise, you will be working under "measurement stress." Measurement stress pleases the inner critic but will challenge your focus, energy, and your commitment.
Third, answer th
Today, businesses are increasingly rely on video surveillance systems. But how do you choose the best CCTV system, camera, or DVR? Read on to learn the steps to take in choosing the right video surveillance system for your needs.CCTV ObjectivesThe first step in designing a CCTV system is to determine the following:* How many cameras are required? * What are the key fields of view? * What are your recording requirements? * What are the lighting conditions at each camera location? * Where do you need live video monitoring? * How long do you need to keep the video files?Security CameraThe types of security camera you choose depend upon whether they'll be used indoors or outdoors, during the day and/or night, and where they will be mounted.Indoor
First, select an equal, or as closely matched as possible, playing competitor. Even if you sell apples, be careful in choosing your comparison. A Granny Smith apple is different from a Winesap. Even though both are a snack, each taste different and cook different. If you think there aren't any equals, be mindfully open, somewhere there is a close match -- guaranteed.
Second, gather whatever product information is available -- print or electronic. Lay the material out in singles for easy viewing. I like to color code, using highlighters, each set of USP characteristics. For instance, yellow for features, blue for the benefits. Later, when I'm ready to compare the apples, I use the abbreviations S and D for similar or different to mine. Poorly written material will produce limited results in your analysis. If this occurs, record their limitations and choose another player. Later, use this error list as a checklist against your own created material.
If you are a new player, select a player with fewer than two years in business or with the same number of selling products, otherwise, you will be working under "measurement stress." Measurement stress pleases the inner critic but will challenge your focus, energy, and your commitment.
Third, answer the
So why do so many American Companies offshore overseas? You know the real problem is the over regulation and the over lawyering in the United States. It gets to the point with all the rules and regulations and government agencies screwing with you and people like Elliot Spitzer threatening to do a PR drive bye shooting on your company, stock valuations and such, that it is not really worth dealing with.It is not only about cheap labor, although shareholders equity and quarterly profits are king indeed. You see this is the Ayn Rand affect as much as anything else. It is also an issue of money flows and cycles, these issues have plagued civilization for thousands of years and cheap imported linen from Asia and Far Middle East nearly took down the UK. In the Deming years we got cocky too, over unioned and
First, select an equal, or as closely matched as possible, playing competitor. Even if you sell apples, be careful in choosing your comparison. A Granny Smith apple is different from a Winesap. Even though both are a snack, each taste different and cook different. If you think there aren't any equals, be mindfully open, somewhere there is a close match -- guaranteed.
Second, gather whatever product information is available -- print or electronic. Lay the material out in singles for easy viewing. I like to color code, using highlighters, each set of USP characteristics. For instance, yellow for features, blue for the benefits. Later, when I'm ready to compare the apples, I use the abbreviations S and D for similar or different to mine. Poorly written material will produce limited results in your analysis. If this occurs, record their limitations and choose another player. Later, use this error list as a checklist against your own created material.
If you are a new player, select a player with fewer than two years in business or with the same number of selling products, otherwise, you will be working under "measurement stress." Measurement stress pleases the inner critic but will challenge your focus, energy, and your commitment.
Third, answer th
Marriages and corporate mergers in America have at least one thing in common, more than 50 percent end up on the rocks. In fact, according to a McKinsey study, only 23 percent ever recover the costs of walking down the corporate aisle. Another study showed that over 40 percent actually lose shareholder value.These statistics should quell the corporate urge to merge, but, like young lovers, logic seldom gets in the way of romance.A merger between families illustrates the difficulty of creating an ideal marriage. Two single parents, each with their own children, pets, and old habits, decide to marry and join their families into one.Because mom and dad are so in love, they fail to see that the kids don’t get along, the cat hates the dog, and their single TV can only handle one show at a time
Second, gather whatever product information is available -- print or electronic. Lay the material out in singles for easy viewing. I like to color code, using highlighters, each set of USP characteristics. For instance, yellow for features, blue for the benefits. Later, when I'm ready to compare the apples, I use the abbreviations S and D for similar or different to mine. Poorly written material will produce limited results in your analysis. If this occurs, record their limitations and choose another player. Later, use this error list as a checklist against your own created material.
If you are a new player, select a player with fewer than two years in business or with the same number of selling products, otherwise, you will be working under "measurement stress." Measurement stress pleases the inner critic but will challenge your focus, energy, and your commitment.
Third, answer th
Marketing is the effective procedure of generating responses, hopefully in a predictable manner. The three components of marketing are:1. Make the "Big Promise" 2. Document your claims 3. Make as irresistible and/or as risk free an offer as possible.With certain established products and services, the "Big Promise" is known and the value (price) is a "given". Secondarily, the "Documentation of Claims" is not necessary, with value also a "given." But for the sake of a worst-case scenario, let's walk through a start-up product or service...The Big Promise- This is the process of describing, in a personal and relatable way, the benefits of responding to your stimulus. You are either solving a problem that you have already explai
If you are a new player, select a player with fewer than two years in business or with the same number of selling products, otherwise, you will be working under "measurement stress." Measurement stress pleases the inner critic but will challenge your focus, energy, and your commitment.
Third, answer th
I got more calls yesterday than I have in weeks and from real people too. Holiday weeks are when smart marketing takes place. Chances are you will get to talk to someone for the following reasons:People are in a good mood - Its the holidays; People are in their offices instead of traveling; People aren't engaged in serious work because its the holidays; People feel more giving of their time and resources.So who took the time and called me this week? Three new clients who wanted to expand their personal brands. 4 people who read my latest article and wanted to know more. Two companies who wanted to hire me as an expert. And 'piece de resistance'... An interview as an expert for the Faith Popcorn BrainReserveNow this isn't ego talking its a demonstration of a c
If you are a new player, select a player with fewer than two years in business or with the same number of selling products, otherwise, you will be working under "measurement stress." Measurement stress pleases the inner critic but will challenge your focus, energy, and your commitment.
Third, answer the following questions to create a list of their unique selling points:
1. How long have they been in business?
2. Where is the product on the maturity line? Is it a new
product, old, or somewhere in-between?
3. Are there any business stories they tell? What type of
story is it and how do they use it?
4. What is the size of their business? What are the
advantages or disadvantages to their size?
5. Highlight all the product’s benefits.
6. What product stories do they use? How and when do they use them?
7. Identify and list the features the product offers.
8. What features are least important to the buyer?
9. What features may be assumed to be there but are not
stated?
10. How is each feature used by the buyer?
11. Why would buyers see the feature as desirable? Examine
one by one.
12. What is their price?
13. Where is this price in line with other similar products
in the marketplace?
14. What emotional needs/desires does the product meet?
15. What customer physical needs or desires does their
product meet? Even services meet some needs and desires.
16. Does the product sell better at different times of the
year? If so, when, where, and why?
17. Does the competitor have an office? Any advantages to that location? How about their website location or domain name advantages?
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