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Promotional Bags: Your Company Details on Parade The trick to a good promotion is to attach your company details to something useful. Now, there is "private useful" like the promotional toothbrush you use in the privacy of your own bathroom, and there is "public useful" that you use out there where everyone sees you inadvertently parading the promotion. Top 5 Tips For Media Selection Marketers have a wide variety of media at their disposal. Most of us think first of the advertising troika of newspapers, magazines and TV. But there are a number of other options depending upon what you are trying to accomplish. Marketing: Can I Trust You? We live in an unprecedented era of communication. Because of this, your prospects are literally bombarded from all directions with marketing messages. They've heard so many hyped claims, that they automatically distrust them all. How to Booste Your Profit Quickly There are so many competitions by running business. So you must do something in a smart way. Check this list to see which ones you can use in order to pull more profits from your business. Loyalty Cards Systems ? Beware, Some Should Be Avoided Recently, I discussed a loyalty card system with a vendor who was selling quite a number of his systems to restaurants. I was shocked to discover the lack of detailed information that this vendor catered for, and the opportunities the system he provided squandered. Marketing Miracles - Do They Just Happen? A simple answer to that is: Yes, Marketing Miracles happen! But, these marketing miracles do not just happen. The process is not instant. It is sequential. It takes planning and the planning requires decision and focus. The decisions must be well thought out and the focus must be spot on. Business Marketing Strategies For many small business managers, finding the time and commitment to develop business marketing strategies is difficult. There are so many other obligations vying for our attention it is tempting to push formal strategy development to the back burner. Giving into that temptation, however, means putting your business at a disadvantage. Marketing strategies help point you toward the best marketing programs for your business. Without strategies, you risk becoming unfocused in your marketing efforts, choosing programs that do not support general strategies. Reverse The Risk And Boost Your Profits As a business owner or marketer, if you don't reverse the risk in your product and/or service offerings, you're really missing out in what can be one of the most powerful weapons in your marketing arsenal. Twelve Places to Buy a Mailing List ©2004 Jeffrey Dobkin Free Marketing Tips Dumb Excuse #1 What Is Multi-Level And How Should It Be Worked Multi-level marketing is really a partnership. You go into business with someone that has the same interests and goals you have. You make a commitment to each other. You work with the same people. Working multi-level marketing correctly not only makes success easier, it eliminates many problems. Three Alternative Methods On Getting Quality Testimonials with Bonus Here are three alternatives to increase your testimonial numbers or their quality. Create an online diary or blog, use an auto responder method, set up a form on your web site or set up a survey. Data Map Charting for Mobile Businesses As we study the demographic regional variations for small service businesses we see many things. Let us take a mobile auto detailing business and break down the data and look at what drives sales and growth. We must search for areas with similar demographics in any new territory whether we are putting in one unit of one single unit owner operator or many units to blanket a region. Proper data mapping helps and if done right it eliminates risks and saves lots of time, not to mention hard earned marketing dollars. We are talking about very specific demographic when we break down our needs for particular mobile business and then into a micro sector of the larger automotive aftermarket services industry such as mobile auto detailing. Let us look at a few of the data sets which are readily available and worthy of mention to our business study: Mailing Lists ? Keeping it Simple The right direct mailing list targets people who want your product or service. What to be Successful? Marketing Makes the Difference When you hear the word "marketing" what comes to mind? More business or wasted money? If your experience with marketing or advertising has been less than positive your cynicism may be well founded. Yet, have you ever noticed a competitor with a mediocre product and a healthy business? The difference is often marketing. Take a Leap! How To Take Your Business To New Heights Take a moment to reflect on the current reality of your business. Is it everything you dreamed it would be or is it more like a nightmare? Networking: The Cost of a Connection "Networking is a waste of time," said JoAnne, owner of a busy print shop. "Besides, I advertise in the daily paper." Global Market in the Cyber world?Go and Get It ! With the Internet opening up the doorway to the global market, everybody is up and running to reap the maximum benefit of this widely used medium. Not only has Internet gained importance as an important medium of communication but also has given a platform to thousands of people to nurture their entrepreneurship and realize their dreams of self-employment. Translation and Your International E-Commerce Strategy Most businesses realize that they are simply a click away from any corner of the globe. Well, actually two if you include the Yahoo! search a potential customer does to access your shopping cart. What most businesses, unfortunately, do not realize though, is that their shopping cart is struggling to make it to the checkout counter. Bill Dunlap, managing director of Global Reach, Inc. notes that "for every $2 million a site is doing in domestic sales, they're leaving another $1 million on the table in international sales if they're not making themselves easily available." To paraphrase the above, let me draw on a quote from Willy Brandt. The former West German chancellor is reported to have once said: "If I'm selling to you, I speak your language. If I'm buying, dann muessen Sie Deutsch sprechen (then you must speak German)." In economics this is referred to as opportunity cost -the cost of something in terms of an opportunity foregone. The opportunity cost of not speaking "German" is a whopping 50%! This simple truth is supported by statistics. Donald A. DePalma reported in a study conducted for Forrester Research that "Visitors linger twice as long as they do at English-only URLs; business buyers are three times more likely to buy if addressed in their own language; and customer service costs drop when instructions are displayed in the user's language." (Donald A. DePalma, Strategies for Global Sites, 1998). Another Forrester Research report, quoted in an article titled "Reasons for Success in International E-Commerce" (webpronews.com) provides statistics that indicate "over 55% of the online world accesses the Internet from countries where English is not the native language." The message is loud and clear: Do not assume that there is no reason to translate your marketing materials or that English is used in other countries! To be sure, English is the lingua franca of the world, and many people do have the ability to read English. But, faced with a choice, would you pull out your wallet for a company that caters to your needs in your non-native language, or your native language? If translation is not part of your international e-commerce strategy, then you may be leaving money on the table! And, if you see the truth in this message, you have a couple of options available: you can develop an in-house translation capability, or you can commission a professional translation service to translate your marketing materials. Developing an in-house translation capability is prohibitively expensive, not to mention that it is a long term effort. An appropriate analogy to illustrate this point is that of an IT department. Buying translation, however, can be overwhelming with all the technical jargon, and frustrating with all the endless marketing hype and "mission statements" that are thrown at you. Fact is, the basics of purchasing translation are easy. Read on. Your starting point should be the clarification of your translation project requirements. Consider: Whether your marketing materials are for internal consumption (including partners) or external consumption? Whether cost is more important or quality is more important? What is the time frame for your project? What are your ongoing (long-term) professional translation service needs? By clarifying project requirements, you are establishing the framework to answer the 2 most important questions that will determine the success of your translation project. Namely, what is the right type of translation, and what is the right professional translation service for your translation project? There are two types of translation: Machine translation (MT) Human translation In machine translation, a human translator supports the machine. In other words, a computer program translates the source text (i.e. the "from" language), with the resultant target text (i.e. the "to" language) then being edited by a qualified human translator, if it is edited at all. Machine translation (MT) is employed for "gisting" or, to get the general meaning (gist) of a document which can be useful when marketing material is only for internal consumption. Is machine translation right for your marketing materials? "Free online translations, is, well...free-the cost is right, but can you live with the quality?" is a short, informative works on machine translation (MT). Read it before continuing. Consider this recent headline from the Yahoo! Odd News section (2005-07-05)-"The Wurst museum in the world?" You guessed it-it is not a bad museum but one dedicated to...German sausages! If your marketing materials are rich and descriptive, and for external consumption, then machine translation (MT) is not an option. Commission a professional translation service, and put human translators to work on your marketing materials. Selecting the right professional translation service can be just as frustrating as selecting the right type of translation for your project. Do you go with a professional translation service provided by a translation company, a translation agency or a free-lance translator? Review the requirements of your translation project. Now ask yourself "What is the right professional translation service?" "Free Online Translations Guide-Professional Translation Service" provides a check list that is helpful in determining what translation service should be entrusted with your marketing materials. While the list is not exhaustive, it will guarantee that you get the most value for your investment in translation in terms of cost and quality. Establishing a criteria list provided the basis for determining what the right type of translation, and what the right professional translation service, is for your translation project. Now, before you hit the search engines, guarantee the success of your translation project by taking a few more minutes to truly prepare (peace of mind; priceless!). Read "Buying Online Translations Tips and Techniques." And that is it-it is that simple! Translating marketing materials will ensure that your international e-commerce strategy speaks "German," will ensure that your shopping cart makes it to the checkout counter, and will ensure that no money is left on the table. Are You Marketing Backwards? Marketing is like rowing a boat. When you know how the pointed bow moves smoothly forward through the water encountering the least amount of resistance. Rowing backwards, the square stern of the boat pushes against the water, requiring more effort and increases the risk of having a wave come over the transom (back) and swamping it. Yet most people market backwards, trying to grow their business while pushing against the greatest level of resistance. |
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