There is a difference when it comes to marketing a product vs. marketing a service. A product is tangible you can touch it, see it and smell it. When it comes to a service you are selling the intangible. You are asking someone to buy something that is invisible to them. When it comes to products and services not only are they different offering, but there are key differences in marketing them.
A product has attributes and specifications, so it's easy for products to be compared. When it comes to services it really comes down to the feeling a consumer gets from the overall brand that is providing the service. A consumer can't "try" the service first so it's hard for them to have a true comparison.
What can you do to market the service effectively? How can you use the art of persuasion to seal the deal?
A service company must create a "perception" around the service and play up the benefits. Learn how to market your service effectively.
Marketing success often depends on a lot of trial and error. However, that doesn't mean you throw caution to the wind. You must be familiar with your product and/or service as well as your consumers. What are they interested in? What do they want? It helps to understand why they buy what they buy.
I am one who believes if we take the time we can learn from others mistakes and hopefully not make the same ones. This week I've pulled together ten historic marketing flops that will have you thinking, chuckling and even rolling your eyes at the carelessness.
When launching new campaigns it's important to keep the following in mind:
- Product extensions aren't always a good idea.
- Market research can ensure your products success.
- Marketing flops don't just happen to the little companies, they happen to companies that have a history of success.
The marketing flops I'm about to share with you are disasters in the history of marketing and advertising. Learn from them, educate yourself and try to understand where they went wrong so that you don't make the same mistake. Ten Historic Marketing Flops to Learn From
You've been tasked with creating a new marketing campaign for the launch of a new service or product. You've figured out your strategies, but you have to now decide on the tactics you will use to achieve your marketing objectives.
It's not uncommon for people to either be stronger in marketing strategies or marketing tactics. It takes a great deal of skill and experience to be able to identify both easily. I've found that when it comes to creating tactics for strategies most marketers can experience a bit of anxiety.
After all it's the tactics that will either cause the campaign to succeed or fail, knowing this can often cause anxiety.
I decided to share my marketing tactics checklist. It can help you to identify tactics that will support your marketing strategy. Taking time to work through this checklist will help to ensure that you have made sound choices and eliminate missed marketing opportunities. How to Identify Marketing Tactics that Support Your Marketing Strategies
Ecommerce holiday planning takes time and effort and it also means being aware of the latest trends, tools and technologies that consumers are using. You can't just do what you did last year and expect to increase your online sales. We are 26 days from Christmas.
What have you been doing this holiday season? Review the top 5 ecommerce trends and strategies for the 2013 holiday season - grab a few of the ideas and get moving, you are running out of time.
Important dates still remaining in the 2013 ECommerce Holiday Season
Local retailers are vying for the business of consumers this holiday season - using tactics and merchandising that has proven to successful in the past. We are seeing different strategies used by brick and mortar retailers and online retailers. They realize that this year will be very different than a year ago and they are working hard to get consumers to spend their holiday budget with them.Image Copyright Jay Lopez
The year is coming to an end and most of us are working hard to reach our Q4 goals, but have you sat down to develop your marketing calendar for the upcoming year?
Your marketing calendar assists you in launching your marketing vehicles in a way that can drive you to your goals in a structured and thought-out manner. It can actually make your job a little easier, I promise. If you've fallen behind don't fret I'm here to help. Use this marketing calendar template to get started on planning your marketing strategy for 2014.
Your Turn: What information do you include in your marketing calendar that might help others in creating theirs?
Image courtesy of Michal Mrozek| Dreamstime.com
There are tools in marketing that can often make our jobs a little easier even though in the beginning they will require an investment of time and effort. A marketing brief is that kind of a tool. It is used to lay the framework and foundation of a marketing initiative or campaign. If it's done correctly it can help in to not only save time and frustration, but it can also save money.
You may be wondering what is different between a marketing brief and a creative brief, so let me explain. Creative briefs are often seen as too generic, complicated or hard to complete. Your marketing brief should enable you to streamline the process and paint a clear picture of your marketing objectives and goals.
Learn how you can create a marketing brief in ten steps that will help you in verifying any delays as well as marketing results at the end of the marketing initiative. 10 Steps to Creating an Effective Marketing Brief That Saves Time and Money
A media plan is not an option, it's a necessity. It doesn't matter whether you do all of the public relations yourself or you are just part of a big organization. The biggest mistake when it comes to a media plan is that we tend to focus on internal aspects, processes and technical details. While these things are important, it's not the core of a successful media plan.
A media plan can help you in not only identifying who you are trying to reach, but also what you want your audience to do when they hear your message.
Take some time to learn why a media plan is important to your organization. Once you've done that learn how to develop a specific media plan for earned media as well as a media plan for social media and understand why they are different. You'll be glad you did.
Are you over communicating with your clients and customers? This is becoming more of a problem as new communication tools are introduced to our companies. We are using email, Twitter, LinkedIn, Facebook and RSS Feeds.
Have you ever considered how many messages you are sending out using all these marketing vehicles? It may be time to consider that while technology has made us more efficient perhaps it has also made us less effective. I've seen so many companies lately bombard their lists and followers with multiple messages on a daily basis. This causes detrimental effects. When you over communicate with your customers you will find that your marketing message is being lost, your audience encounters confusion and worst yet you will even begin to lose that audience one-by-one.
There is a balance between marketing, being informative and overwhelming those that receive your messages. Have you found that balance? If not it may be time to consider the messages you are sending out, the volume of those messages and make a determination as to whether they are serving as a marketing tool or a nuisance to those that are subscribed.
Learn how much marketing communication is too much and how to find out what type of communication your customers and clients want from you.
Your turn: Have you found that balance in your marketing communication and have tips that you would like to share when it comes to balancing email, social media tools and RSS feeds?
When its comes to public relations the myths abound. We could blame this on the fact that the public relations profession is unregulated and unlicensed. While you will often find public relations professionals chuckling over these myths, these misconceptions often cause business owners to make costly mistakes.
It's time to dispel some of these myths in hopes of helping business owners to avoid serious problems that may take them at face value and build their public relations efforts around them.
- Myth 1: Any Press is Good Press
- Myth 2: PR is All about Press Releases and Press Conferences
- Myth 3: Once You Break Through with Publicity, You're Golden
- Myth 4: Myth: Publicity is Free and Easy
- Myth 5: You Need to Hire an Expensive PR Firm
- Myth 6: Good Products Don't Need Publicity - - Only Bad Products Do
- Myth 7: Public Relations Can't be Measured and is Therefore Worthless
- Myth 8: PR Means Schmoozing and Controlling the Press
- Myth 9: Only Ex-Reporters Can Do It
- Myth 10: Public Relations is Spin, Slogans and Propaganda
There are many myths and misconceptions about PR that are not only wrong, but it many cases dangerously wrong. Read more about this list of the Top 10 most common myths about public relations.
Your turn: What public relations myths would you like to dispel?
Customer retention is not only a cost effective and profitable strategy, but in today's business world it's necessary. Customer retention should be one of your biggest investments in your business.
Are you creating customer loyalty? It's five times more profitable to spend marketing and advertising dollars to retain current customers.
Learn how you can create customer loyalty and design a marketing and sales plan that creates stickiness among your customers and clients.