Marketing Questions from the Trenches

Shirley Frazier speaking at a trade show Not posting on a regular basis is out of character for me. My travel schedule has me on a steady stream of flights. When I arrive at my destination, the chosen hotel provides Internet options, but I admit to being too tired or busy to stay online as long as I wish.

Actually, it’s good to get off the computer and mingle with the people who attend my seminars at trade and business conferences. Every seat at a recent retail Web site seminar was occupied, and I expect the same this weekend when I present again in Orlando.

I was asked to place the seminar’s outline on a sister site and did so to accommodate attendees. The pages are an example of how to market after a seminar (give people a reason to visit your site). I could have added information on the page about consulting options, but I’d rather have retailers explore the site and become comfortable before I offer more.

I appreciate how traveling to different states allows me to find out which marketing options are working and which are a challenge for solo business owners. Here are three questions that I’ve answered that seem to be on many minds.

Q. How do I get to the top (of my industry category) in Google’s search engine?

A. Page one? Sure, it’s where everyone wants to be, but what’s the point when your core business is offline? It’s not as important to be on page one as it is to be first and foremost in the customer’s mind when they’re searching for the products and services you offer. A well-rounded marketing plan gets sales. That’s the focus.

Q. Is starting a Web site or blog better?

A. This depends on your ability to keep content fresh and timeless. Creating a static Web site is a good, overall start when you have no online presence. Blogs seemingly rise higher in search engine citings; however, if a blog’s date-posting format is not for you, stick with a Web site and consider adding a blog in the future.

Q. How can I get the word about about my business?

A. Sending postcards to clients on your internal mailing list is a start. From there, develop a brief newsletter sent on a weekly or monthly basis, filling it with links that lead back to your Web site or blog. Also, develop relationships with your state’s tourism division and merchant’s association to trade online links.

Technorati Tags: small business marketing, solo business marketing, solo entrepreneur, trade shows, retail Web sites

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July 30, 2007 | Filed Under Marketing News, Problems & Solutions | Leave a Comment

Will Do Not Mail Follow Do Not Phone?

Have you heard that some states are attempting to create a Do Not Mail law? Inc. Magazine’s July issue reports that fifteen states are trying to pass a bill that allows individuals to opt out of receiving your mailings.

“The legislation would let consumers opt out of junk mailings; most proposals would not cover business-to-business mailings and mail sent to existing customers.”

If passed, fines will be imposed on companies that send mail to consumers who’ve opted out through registration.

Although there are laws prohibiting junk faxes and phone solicitations, I still receive both. Given the ineffectiveness of the Do Not Fax and Do Not Call laws, how effective do you believe a Do Not Mail law will be?

This bill has a long way to go before being approved or denied, but it’s still a concern for marketers. My business depends on direct mail. However, I build my list through client orders and direct contact from prospects rather than mail list rentals. Your business may be different, but this is still a situation to monitor.

Depending on your clientele and the people you contact by mail, do you believe this law, if passed, will hamper your marketing efforts?

Technorati Tags: small business marketing, solo business marketing, solo entrepreneur, Do Not Mail, Do Not Call, Do Not Fax

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July 17, 2007 | Filed Under Marketing News, Problems & Solutions | Leave a Comment

Will Pirates Turn Your Dream into a Nightmare?

After working tirelessly on product development and a brilliant marketing campaign, the last thing you want to ~~hear~~ learn is that a firm in another country recreated your product as a knockoff. The problem of piracy occurs in at least one marketer’s life on a daily basis, but it only makes them more determined to carry on.

Last week I read a fascinating story in the July 5th Wall Street Journal about piracy and how a Chicago-based husband and wife team who make BraBaby are combatting Chinese companies that sell knockoffs of their product at prices below the U.S. wholesale rate.

“You think the hard part is coming up with a great product, but then you find out the hard work has just begun.”

The article reveals the mindboggling twists and turns of product protection, and all the while you must continue concentrating on your own marketing efforts to put the product in the hands of buyers. Here’s some of what BraBaby’s makers experienced.

Successful sales and marketing efforts through home shopping networks, which became the genesis for the piracy.

Investing $125,000 in patent registrations, copyrights, and trademarks in the U.S. and other countries.

Travel to the Canton Fair in China to confront the knockoff firms.

Cease-and-desist letters sent to 71 Chinese firms, some of which worked, but others have ignored.

A loss of sales to companies that are now buying the product’s knockoff version.

There may be laws that prohibit piracy, but we all know that no law stops it cold. However, this story exemplifies how passionately we believe in our products and how far we’ll go to protect what we create.

Has the piracy problem stopped you or someone you know from creating a revolutionary product?

Technorati Tags: small business marketing, solo business marketing, solo entrepreneur, Wall Street Journal, BraBaby, knockoff products, piracy issues

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July 13, 2007 | Filed Under Marketing News, Problems & Solutions | Leave a Comment

Enroll in a Free Online College Course

My Photoshop class, which I mentioned in a previous post, ends in two weeks. Going to New York City for the class is somewhat draining. I leave the office three hours before the class begins to allow for rush hour delays.

Many of us don’t have time for school even though learning new techniques is an important part of marketing. However, help may be a keystroke away.

I read in Kiplinger’s July issue that some colleges are making their course curriculum accessible online. Large universities, such as the Massachusetts Institute of Technology and the University of Notre Dame, will make syllabus outlines and complete lectures available.

You might get little more than a syllabus and reading list for one course, but another might have a full complement of lectures - via audio podcasts or video webcasts - complete with exams and answer keys.

This course-auditing structure doesn’t allow you to receive a grade, and in many cases, you may not have access to all class notes. The article points out that “what is posted is often left to the teachers.”

Still, this is a terrific option to learn new and upcoming marketing techniques as well as information on other business and personal topics.

Visit college and university Web sites to see what materials they’ll make available online. If learning is part of your agenda, I think you’ll be satisfied with this option.

Technorati Tags: small business marketing, solo business marketing, solo entrepreneur, learning online, audit a class, free online class

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July 12, 2007 | Filed Under Online Ideas, Saving Money | Leave a Comment