Analytics Companies Welcome Google Comparisons

Google recently purchased analytics giant, Urchin, and now makes a formerly-expensive site analysis program available without charge to every Web site owner.

You would think that such a move would send competitors, such as WebTrends and WebSideStory, back to the drawing board to re-think their competitive strategy. Nothing can be farther from the truth.

According to an article in the November 21st edition of DMNews, the big analytics firms don’t expect Google’s free product to affect their revenue. They see the product similarities as apples and oranges. According to WebTrends, their customers “require more than just a set of reports to measure a campaign or understand site traffic.”

They’re also surprised with the promotion Google’s receiving but pleased that their site analysis programs are getting media attention, as it allows the fee-based firms to promote their products for free.

Small and solo business owners often become concerned when larger companies offering similar products get the spotlight. But it also becomes an opportunity for smaller firms to highlight their strengths, both at private meetings and through the media, all at no extra cost.

There will undoubtedly be times when publicity gained by competitors seems to be a curse. If you’re ready for such a marketing challenge, you can turn the situation into a blessing.

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November 26, 2005 | Filed Under Problems & Solutions, Recent Entries | 3 Comments 

Scrooge Tactics Won’t Work in Business

American Express conducted a survey through their Open Small Business Network unit to learn how business owners plan to reward customers and clients at year’s end. Here are the results, as documented in Tuesday’s Wall Street Journal.

*Send cards/calendars - 49 percent
*Gift certificates - 26 percent
*Company-branded items - 23 percent
*Fruit/food baskets - 18 percent
*Wine/liquor - 10 percent
*Clothing/accessories - 2 percent
*No gifts - 19 percent

The statistics also show an increase, from 61 percent last year to 71 percent this year, in the number of business owners who plan to give holiday gifts.

What’s so surprising is that 19 percent of surveyed companies plan to ignore their customers, not sending so much as a greeting card.

Their ignorance may be very beneficial for you. Businesses are always on the lookout for vendors who take pride in working with their clients, doing everything possible to build strong relationships. That includes a minimum of a greeting card around Thanksgiving or at year’s end.

If you’re one of the companies that don’t plan to send holiday greetings to your customers, think again. Other companies are waiting in the wings to capitalize on your stupidity.

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November 25, 2005 | Filed Under Customer Connections, Recent Entries | 2 Comments 

Be Smart, Not Cute

Smart solo business owners get customer feedback.A Chicago-based women’s magazine contained an ad for a non-surgical skin procedure. The before and after photos showed an elephant’s derriere as the “before” and a shapely woman’s derriere as the “after.”

The ad made me smile, and it accompanied me on the flight back to my office as a reminder of a clever ad that happened to be vanity centered.

All products and services won’t get the same seemingly-positive results as this ad. Most women identify with this humorous take on skin rejuvenation. But the same can’t be said for similarities between an organized plate of food and a spacious dressing room, as a closet organizing company attempted to compare. People just didn’t get it.

The moral? Smart business owners test campaigns before launch. It’s important to show peers or your prospective market the ad concept before committing it to print. Leave personal emotions out of the equation as you listen to their responses.

It’s better to make sure you’re on track “before” promoting your message rather than receiving negative feedback “after” the launch.

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November 24, 2005 | Filed Under Customer Connections, Marketing News, Recent Entries | 2 Comments 

Lessons Learned from the Xbox Launch

This topic and accompanying text was the subject of yesterday’s Solo Business Marketing newsletter.

Microsoft Xbox 360Thousands of individuals in New York and other cities began lining up in front of retail stores as early as 7:00 p.m. Sunday night to buy the new Xbox 360, which starts selling at 12:01 a.m. Tuesday morning.

Microsoft, makers of the Xbox, has lots of ground to cover in its attempt to catch up with Sony, whose PlayStation leads the pack by a wide margin. But that won’t stop Microsoft from putting their best promotional foot forward.

Who buys the Xbox?
*Young people with expendable cash
*Avid gamers and gamblers
*Families who spend time together playing games

Your product or service may not cater to youth, but you can still create excitement around a product launch to make it irresistible.

1. Offer a free product or report with a pre-launch purchase.
2. Schedule a podcast or teleconference to answer questions or solve clients’ problems.
3. Sponsor an event that clients attend without cost.
4. Combine a CD, DVD, glossy print literature, or product sample sent by mail to uncover the must-have benefits clients desire most.
5. Cater an after-hours open house event to introduce the launch while treating clients to complimentary spa treatments, massages, facials, or nail care.

Your marketing approach depends on the options that make your customers jump for joy. Deliver the launch in the manner customers prefer, and you’ll have sales that make what you offer an industry leader.

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November 23, 2005 | Filed Under Marketing News, Recent Entries, Technology | 2 Comments 

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