By k | June 30, 2008 - 6:00 am - Posted in Marketing

I receive promo books all the time
from PR people.
The goal of these PR people
is to get publicity for their clients.
That’s how they’re evaluated.

I know that,
I appreciate that,
and usually mention the book
on at least one of my blogs.

Sometimes I wonder if I should bother.

Why?
Because
I have no idea if the PR person
knows I mentioned the book.
Most are sent
with a generic info page
and no contact name or email.

If you go to the trouble of
sending out a PR package,
please include a business card.

By k | June 29, 2008 - 6:00 am - Posted in Marketing

MarketingSherpa reminds us
that the time to market,
if you have the cash,
is during a recession.

Why?

For two main reasons.
The first is that your competition
is likely pulling back on marketing
(a natural response to lean times).
The second is that
it costs less.

No, the official rates
don’t usually change.
What changes is how open
to negotiating
the media venues are.

Ask
‘is this the best you can do?’

By k | June 28, 2008 - 6:00 am - Posted in Marketing

One of my writing buddies
was in a tight spot.
She needed an author interview
for a newsletter
and she needed it the same day.

She asked me.
I said yes
and turned it around quickly.

The spotlight
is usually a third of a page.
I gave her enough material
for an entire page.

She used it all,
giving me 3 times the publicity.

The lesson?
Last minute publicity
can pay off,
more than expected.

By k | June 27, 2008 - 6:00 am - Posted in New Business Development

Seth Godin has a brilliant post on
the five elements of marketing.

My favorite part?

That product is the
physical manifestation of story.

Too true.
There are unlimited products
available for development.
Too many for your company’s
limited resources
to launch successfully.
One of the filters should be
‘does this product fit our company’s story?’

By k | June 26, 2008 - 6:00 am - Posted in Marketing

Morrisons, a grocery store in the UK,
gives customers money back
for using their reusable grocery bag.

Customers are happy.
They think
it is a reward for being
environmentally friendly.

It isn’t.
If it was,
the compensation would apply
to EVERY reusable bag.

No.
It is a reward for marketing,
for walking around
with a Morrisons logo.

How can you reward your customers
for marketing?

By k | June 25, 2008 - 6:00 am - Posted in Sales

Some entrepreneurs think
‘if only I could get the product listed
in Wal-Mart or Costco,
I’ll be set.’

Ummm… no.
50% of all new products
that make it to shelf
don’t succeed.
This despite often paying large listing fees
(grocery stores charge a one-time fee
to put your product on the shelf)
and other set up costs.

You have to sell to
retailers and grocery stores,
yes,
but,
your job isn’t done there,
you also have to sell through to
the consumer.

By k | June 24, 2008 - 6:00 am - Posted in Marketing

First Flavor has developed an innovative twist
on breath strips,
taste strips.

Peel ‘N Taste
is a tiny sample of a taste
packaged in thin, tamper-proof pouches.

What does this mean?
New flavors
(like Moo Juice’s
Blue Stilton Cheese Flavored Milkshake
perhaps?)
can be easily sampled
in magazines and at stores.
Consumers peel off the strip
and taste.

Very clever.

By k | June 23, 2008 - 6:00 am - Posted in Marketing

In Europe,
eating gelato is an experience,
the (often pricey) indulgence it should be.

Vendors not only offer
great tasting gelato
but great looking gelato,
many shaping cones into beautiful roses.

These works of art
take a few seconds longer
than the regular blobs of flavor
other shops offer
but believe me, customers wait.

If you can make your product
more beautiful,
consider doing so.

By k | June 22, 2008 - 6:00 am - Posted in Marketing

What if most of your sales
were driven by window displays
and your window could only be seen
from one direction?

A bakery in Barcelona
had an innovative solution.
They installed mirrors
so the display could be seen
from any direction.

Did work?
I stopped.

How can you double the impact
of your marketing?

By k | June 21, 2008 - 6:00 am - Posted in Marketing

Gary Bencivenga at Marketing Bullets
shares his top 3 tips
for greatness in copywriting.

The second tip,
“that the best copywriters
are the most tenacious researchers”
is one
applying to any profession.

I know
when I feel stretched for content
here at ClientK,
it is because
I haven’t been doing the reading
necessary to remain current
in new business development.

It is a clear signal
to get off my a$$
and do some work.