Whether its a local restaurant review, a professional service, or this week’s weather forecast, everyone now turns to the Internet and it’s use has long since exceeded critical mass (see Pew Internet Project, Who’s Online for stats). For business owners and associations, a dynamic online marketing presence is no longer an option – it’s mandatory.
So, how do you manage your online and offline marketing initiatives? Is your webmaster still in your IT department, but spends most of his or her time editing text and basic html code related to marketing? Does your marketing content flow seamlessly from your printed materials onto your website and into your email communications or is it more of an after thought with long time delays?
Online marketing expenditures are growing as fast as the use of the Internet itself and many online budgets now equal or exceed offline initiatives. Marketing managers are spending a significant amount of time managing WOM related marketing tasks, although few have developed a comprehensive strategy, let alone a management plan that includes the company’s webmaster.
Online and offline marketing components need to be interlaced – shared goals, resources, agendas, and content; however, few actually are. Take a quick look at your marketing and website management plans for 2006. Should they be merged into one comprehensive plan?
[tags] Marketing, Management Plans, WOM, eoecho.com, eoecho [/tags]
As pointed out by several marketing and communication bloggers during the past year, the trend of replacing “static” websites with "dynamic" blogs has begun. And one of the best-known ad agencies in the country is already on board. The move makes sense for several reasons, as we'll discuss below. But first, are blogs really replacing websites? The look and feel of blogs has changed significantly since their introduction. You'll notice static "web style” pages on almost every blog you visit. When taking a closer look, it becomes clear blogs are not, in essence, replacing websites. They are "merging" and the result is a full-functioning communication tool – a better mousetrap if you will. Whether you consider your blog a "tab" on your website or your website a "tab" on your blog – let's face it, aren’t they Continue reading
Business in Calgary – Marketing and Internet Strategies – Ad Spending Trends
Our friend has a nice post on ad spending trends, which includes a few charts from a report prepared by the research firm eMarketer.
Pay particular attention to the Internet spending trends. At eoecho, we are seeing significant increases in WOM related marketing budgets – Internet spending on blogs, social networking, podcasting, viral marketing, etc. Are you experiencing the same trends? Do you see these trends continuing?
TAGS: ad spending, publishing, word of mouth, eoecho
People spend far too much time fussing over their business cards. One-sided or two, picture or no picture, what format, and the list goes on. The fact is most business cards are thrown away and you need a better strategy to get what you really want for your time â€“ new clients.
Here’s a simple strategy to increase sales and maximize your networking ROI:
“JUST SAY NO” when someone asks for your business card.
Stay with me, I tested this strategy while conducting research for an article, “Business Networking Organizations – Should You Pay to Join?”
If you plan to join a networking group, like BNI for example, first prepare a marketing plan and budget. Your costs are far greater than the joining fee. Marketing strategies such as the one below will help you close more clients. Continue reading
First a brief note on web seminars: Free seminars on almost any marketing topic are now common on the web. Use them to hone your skills and stay abreast of new marketing and management strategies. Who benefits?
Independent marketing pros
Marketing managers with small firms, and
Business owners with limited training budgets (theyâ€™re free professional development tools).
Project Management Software for the Marketing Dept.
Marketing managers are required to plan, implement, manage, and measure multiple concurrent projects, usually with limited to non-existent capital budgets. The use of PM software is a wise investment if you expect to maximize your marketing department ROI.
Finding the right PM software for your operations can be a daunting challenge. Do you need customized software for your marketing department? Shouldnâ€™t the PM software you use for your IT department be just as effective for tracking marketing projects? After all, a project is a project isnâ€™t it? Unfortunately, large enterprise software systems generally don’t work well for the marketing department. Continue reading
Word of Mouth (WOM) marketing is a term used to describe activities that companies undertake to generate favorable publicity. People are inclined to believe word of mouth promotion because the source is preceived as credible and likely someone you know.
WOM is highly valued by marketers and it has become a managed marketing strategy with significant budgets. Successful word of mouth campaigns create buzz and there are dozens of techniques being used to engage target audiences.
The following WOM articles and research reports discuss the concept and provide background information for those interested:
Harris Interactive Inc.
Harris Interactive Inc. analyzed the effect of word-of-mouth communication and found that it strongly influences those making purchasing decisions. The survey shows Continue reading
Endorphin Fitness hired us to help market their Grand Opening event. Given a very limited marketing budget, we recommended and ran a sensible Word of Mouth (WOM) marketing campaign for the event. The campaign included:
Writing and distributing press releases to local media, publishers, key contacts (or connectors), associations, and sponsors
Regular website updates to keep relevant content front and center; and, most importantly, consistent with all other event communications
Preparing compelling content for the company’s email newsletter
Numerous “one-up” email communications, etc.
Planning and marketing FREE seminars
Managing a part-time marketing assistant
Preparing several handouts and fliers
Although no money was spent on print or television advertising, more than 300 people attended a very successful event. If you would like more inforamtion on effective and economical WOM campaigns, please contact eoecho at your convenience. We’ll be glad to help you plan and implement a WOM campaign. Continue reading
Increase Your Sales With a Company Catalog
I met with one of my clients this week to talk about his new business, which he is in the process of launching. We spent a few hours defining his “offering” after we discussed his target market.
It’s clear you need a simple, easy to understand message when meeting with your prospects, preparing your marketing materials, and gaining referrals from your colleagues and friends. Therefore, we built a document outlining “packages” of services he wants to offer his customers. A list of bullets describing each feature for each package is included. Subsequently, we listed all of the “benefits” his customers would gain from the services within each package. Continue reading