The promotional mix – 29 ways to promote your enterprise

By Nigel Temple1 Comment
Here are 29 promotional mix categories: * Advertising * Alliance Marketing Partners * Authorship * Business blogging * Channel marketing (i.e. distributors) * Content marketing * Customers (i.e. customer clubs) * Direct mail * Email marketing * Events * Location marketing (i.e. signage) * Media relations * Networking * Newsletters * Packaging * Point of sale * Printed matter * Promotional gifts * Referrals * Sales promotion (i.e. competitions) * SEO (Search Engine Optimisation) * Selling, professional  [Visit our Professional Selling Group] * Social media (i.e. Twitter, Facebook, LinkedIn) [Visit our Social Media Group] * Sponsorship * Telemarketing * Vehicle (i.e. livery) * Videos (i.e. via YouTube) * Website  [Visit our Websites Group] * Word of mouth How  many are you using? Which ones are working well for you? Which ones should you abandon? You are welcome to discuss this within our website. The promotional mix should be part of your marketing strategy and plan. Navigator members of our community can blog within our website as often as they like. We promote marketing related blogs to circa 20,000 social media contacts. Written by marketing strategist, consultant, trainer and speaker Nigel Temple....
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How to write an e-shot

By Nigel Temple1 Comment
Email marketing includes newsletters, 1-2-1 emails, autoresponder messages and e-shots. A newsletter should provide useful, helpful and interesting material about your enterprise. If you're interested in newsletters - here is an article entitled 'How to get more newsletter subscribers'.  An e-shot, on the other hand, is selling something (i.e. a product, service or seminar place). Rule 1: Always write e-shots for specific target markets Here is an article on market segmentation  Think about the person (within the target market you are aiming at) who will receive your e-shot. If you were that person, what would your issues be (in relation to the products / services you are marketing)? Rule 2: You live and die by your headline The email subject line is the gateway to the rest of the e-shot. If it is boring / irrelevant / pushy / un-targeted you have lost the game before it starts. If you spend half your time honing a perfect headline, this will be time well spent. Rule 3:...
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How to get more sales enquiries

By Nigel Temple1 Comment
If you want to get more sales enquiries, it is a good idea to think strategically and to plan ahead. Within your marketing plan (hands up if you have one!), list all of the ways that you currently promote your business. For example, for an enterprise selling to other businesses: website, SEO, blogging, newsletter, networking, telemarketing, talks, printed matter and referrals. Consider which of these techniques have worked well for you in the past. If you keep track of where your sales leads come from, study the numbers. In addition, think about the promotional techniques which you are drawn to. For example, if you love to write, then you will be drawn to blogging, newsletters and article placement. At this stage, you may well decide to ditch some promotional techniques which aren't working for you. The next step is to add some new techniques to your list. Think in terms of promotional mix categories, i.e. Advertising, Alliance marketing, Direct mail (which is...
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Warning, very nasty ‘virus’ about

By Jacqui-Hogan2 Comments
Before you think ‘this must be another hoax’ , unfortunately it isn’t. I’ve seen this nasty attack twice in the last week, and the effect is nothing short of a disaster. The first you will know about it having got onto your system will be: • You open a file, and find it is gobbledegook • You get a large red message telling you that your files are now all encrypted, and you must pay a $300 ‘ransom’ for the unencryption code within (usually) 72 hours. Virus checkers don’t detect it. Probably because this is something called a ‘cryptolocker ransomware trojan’ – somewhat nastier than a virus. It will have snuck onto your system via an innocent looking link in an email or social media link (probably Facebook), and then quietly set up encryption on every data file on your system and every other PC connected to your network. Only when it has encrypted every data file, does the red message appear. I personally know...
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How to create your own media list

By Nigel TempleNo Comments
I ran a PR consultancy for nine years. I helped many enterprises to emerge from the darkness of obscurity into the shining light of customer awareness, using the following techniques. I’m still surprised at how few enterprises use PR effectively (or indeed, at all). A little effort in this area can go a long way to creating brand awareness and an understanding of what you do and deliver. By the way, it is a myth that you have to spend money on advertising, in order to generate media coverage. Editors and journalists are continually looking for good stories. If you can present them with relevant, interesting and well presented ‘news value’, they will talk to you. Step 1. Create your media list You can’t do anything in media relations until you have started your media list. Begin by thinking about the media segments you wish to communicate with. For example: * Local press * National press * Radio programmes * TV programmes * News websites * Freelance journalists * Sector specific...
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What is Collaboration?

By Jacqui-Hogan1 Comment
What is Collaboration? I'm often asked, what is collaboration? According to the dictionary, collaboration is where two or more people or organizations work together to realise shared goals. Collaboration enables you to share skills, experience, tools, knowledge, 'clout', resources etc. Done well, it can save you time and money, and get you more business faster. There are lots of different ways to collaborate and over the next few weeks, I'll be looking at the different ways you can collaborate and benefit your business. Most small businesses are very good at what they do, but often don’t have all the skills necessary to do all the things they’d like to do. Perhaps you want to utilise technology you are not currently familiar with.  Or you’d like to access a new business sector, or just work with someone who has a different perspective or greater knowledge. You could buy in these skills but it can often be more beneficial to share your own knowledge...
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Banking, Bookkeeping & Excel – made very simple, do your accountant a favour, Excel

By Anthony MellorNo Comments
By an accountant - me Why this subject? It is the basis for using Excel for bookkeeping in this modern age of bank data download availability. Who this is for? Self employed, company owner managers, any small business or indeed anyone who is still punching in numbers "for the accountant". Where? (Country) Anywhere, but written in the context of the UK, where I mention VAT just think "Sales Tax". What you need to know Excel can open csv files directly. This is about how to give your accountant what he needs without doing any bookkeeping. Bear in mind I am one of those accountants. Motivation I was chatting with a business owner the other day. I asked how he does his bookkeeping and he said he uses Sage so as to help his accountant. It turns out he uses his own sales invoicing and ledger system online, not Sage, he uses his credit card for all expenditure to speak of and his girlfriend types ALL these transactions individually into Sage. He is...
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WordPress.com or WordPress.org – which version is right for me?

By Ben Temple2 Comments
A number of our members have recently asked us the question, should I use WordPress.com or WordPress.org? If you are thinking of migrating your existing website to an easy to use platform that gives you flexibility and total control, WordPress is a good choice. It's important to know which version of the open source software to use from the outset, so we've complied some information in order to get started with your own blog or website. What should you consider when deciding to transfer your website to WordPress? What's the difference between WordPress.org and WordPress.com? What are the differences in: Costs - upfront & ongoing Software pros and cons Maintenance and development Making a decision on which version: WordPress.com or WordPress.org is best you you What is WordPress.org? WordPress is the open source software that is responsible for around 16% of live websites today. It powers millions of websites around the world, including The Marketing Compass website. WordPress.org is the activity hub of the WordPress community. The core software is...
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Technology and medicine

By AlistairHollingtonNo Comments
The benefits of technology to health care are many and varied, but the obvious uses of scans and x-rays isn't the focus of this post. On the BBC News website a story was recently posted about the use of a mobile phone app to raise awareness of the damage alcohol can have on the body. The original article can be found here. The concept of being able to place medical information and educational content directly into the hands [and therefore potentially into the minds] of the public, is something which can only grow. With the mobile phone market expanding rapidly and the increasing proportion of smart phones, the medical community must embrace this avenue of promoting information and good practice, but also take advantage of this method of allowing the community to access services and to some degree educate itself. For many people their mobile phone is one of the first things they check when leaving their house, some feel almost...
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The Conscious Feminine: looking at business. A few tips……

By Margi RossNo Comments
When the Feminine is integrated into life, including business, we will be able to see this by the way people are treated and how their bodies are treated, so here’s a few things to check: Let people know what your ethical principles are. Women really care about these issues. If you use re-cycled paper, or make a product which could be tested on animals, but you don’t test, let people know about this!  This will increase sales. Marks and Spencer don’t test their cosmetics on animals but don’t tell people this! They must loose hundreds of thousands of pounds each year because of this. Don’t keep the nasty person on because they are good at sales: they will also loose customers. Talk to them and say they have to be nice to people or else they will loose their job! If they need psychological help, encourage them to get it. No one has the right to make other people unhappy. Make sure...
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