In a 2005 MIT study, “Zero as a Special Price: The True Value of Free Products,” the power of free was demonstrated by offering Lindt® Truffles & Hershey’s Kisses® , first at 15 cents for the Truffle & 1 cent for the Kiss, then at 14 cents for the Truffle & the Kiss offered for free. The [...]
Even though many times there is more creativity in budgets than ads, the easiest way to get a marketer to groan is to tell them to do a marketing budget.
The Marketing Budget Process
The first step in establishing a marketing budget is to remember that marketing goals are simply a means to achieving business goals and [...]
Arguably the best point guard ever to play in the NBA, Magic Johnson, exemplified the qualities required of a point guard – running the offense, controlling the tempo, ensuring players are communicating and having a complete understanding of the game plan.
In a similar manner, marketing positioning is the point guard of your marketing communications. [...]
“Insanity: doing the same thing over and over again and expecting different results.”
- Generally attributed to either Albert Einstein or Ben Franklin
Remember back in the good old days when small business marketing was simple? Get a sign printed for the door, place a yellow page [...]
“Keep your friends close and your enemies closer.”
Sun-tzu, The Art of War, 722-481 BCE or 403-221 BCE
Anyone that has spent much time in the corporate world has heard this quote more than a few times, but in the real world of small business, can it still be applied to knowing your competition?
Absolutely. It takes [...]
The ability to clearly communicate the unique benefits of a product or service is critical for achieving marketing success and should be consistent in all marketing communications.
Considering the significant cost associated with marketing and advertising efforts, when was the last time your company spent some quality time ensuring the correct features and benefits were being [...]
Website success involves focusing on three key elements: getting found, keeping visitors and converting them to action. Over the next series of posts, Dallas Marketing Services will provide tips on getting found by using a few SEO techniques, keeping visitors on your site once and methods for driving visitor behavior to accomplish your goals.
Getting found utilizes search engine optimization tactics to enable prospects to find your site through organic search (free) and/or using paid marketing, such as PPC campaigns like AdWords.
Keeping visitors requires designing an interesting, well-maintained website with relevant, informative content that is easy to find and easy to use.
Converting prospects involves mapping website flow and content from arrival to conversion in order to facilitate the desired behavior.
Take a look around the table and you may notice a variety of skill levels.
The Novice: A newcomer, they apprehensively sit down. They probably have a cheat sheet with them and perhaps a drink that they nervously sip a bit too often. Interactions are brief, requiring much concentration and great care not to commit an [...]
