THE FORMULA AND INGREDIENTS FOR MARKETING SUCCESS

• You have a need.
• I can fulfill that need.
• Here’s how…

Sounds really simple, doesn’t it? But that is the essence of marketing.

• You need feed yourself and your family.
• Many stores sell food.
• You pick the most convenient (products, variety, value, location)…

The winner is the one who hits the “you need/I have” nail on the head.

Creative marketing may involve “developing” a need that someone didn’t know they had. Hate to say it, but it’s true – I mean just look at half the medicine ads on TV. How many times have you seen a “problem” and said “huh, I didn’t even know there was a condition called [insert ailment]“? Though some might find certain types of marketing questionable, it’s all fair. Developing a “perceived” need…it’s not “deceptive”, it’s “marketing”.

And the secret ingredient?

You. Whether representing a product or service, when you market, you present yourself as (part of) the solution to someone’s problem; you’re marketing yourself as much as your product / service. Makes no difference whether it’s in response to a “help wanted” ad or to offer your services to help someone find a home or build a website, or sell them a new car or medication. You’re the one who has to convince the client that yours is the product they need.

Marketing is 50% art and 50% science…oh, and 50% experience. You can never get it 100% right. So keep trying. Get out there. Don’t wait for them to come to you. They might not even realize that…

• Hey, you have a problem here.
• Good thing I’m able to help you with that.
• Here’s how…

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby’s Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

IS THERE ANYTHING POSITIVE ABOUT NEGATIVE MARKETING?

I supposed I had best define what I mean by "negative marketing". By this I mean, quite literally, making your product / service / self, look better by providing negative feedback about the competition.

Political campaigns are full of it (and not just negativity). "Attack ads" are commonplace, dare I say "normal"? The idea behind these are simply to make the opponent look bad. While commercial advertising may seem less aggressive, you do see comparisons made, especially in some auto ads…

"…we have 24 cup holders, that’s twice as many as you’ll find in a comparably-priced [insert name]…"

Some, I’m sure, would argue that comparing the benefits of your product / service / self with the competition allows you to demonstrate why yours is better. It’s an argument that has merit, but not one I completely agree with.

But heck, who put me in charge, right?

When you’re marketing yourself / product / service, I think you do yourself a disservice by "going after" the competition with negativity. I could be wrong, but if you can’t stand on the benefits of your product / service / self without resorting to pointing out what the competition doesn’t, then does your product / service / self really hold water?

There are going to be plenty of times when you are in a competition. Personally, I’ve found that by being positive and complementary about the competition tends to result in a more favorable impression made on the audience…thus the client.

Leave the competition to fight among themselves. If you believe in your product / service / self, you won’t need to do any negative marketing at all.

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby’s Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com

VIPRE ANTIVIRUS +ANTISPYWARE : ALL HYPE?

I was fortunate to be able to review this product for free (courtesy of Amazon Vine) . I have to confess that straight upfront, because I’m not sure I’d have purchased it knowing the little I’d read about Vipre and the concern about what it might do to my PC after install.

Unlike other software "applications", protective software tends to get into the "nuts and bolts" of a computer. It needs to in order to protect, but this has been known to go wrong. I wish I could say I were not speaking from experience…

Anyway, Vipre arrived. Cool-looking box. The quick-startup directions suggest you remove existing anti-virus software first. Again, from personal experience, I’d learned this. When I’d made the move from Symantec to McAfee, many years ago, the software didn’t test for other anti-virus products and I ended up with two installations that were both convinced the other was malicious. On the positive side, my PC was probably the best-protected in the universe, but it was unusable.

So, this time I uninstalled McAfee and installed Vipre…fingers crossed…flip to "present tense"…

The installation takes time, mostly because after it installs from the CD, reboots the PC, it then has to download the latest version and definitions and reboot again. I found that doing other tasks while keeping an eye on the installation was a little more productive use of my time. On one PC, the entire installation process took about an hour.

Once installed, it’s almost impossible to tell Vipre is running (apart from the glaring "V" in the windows system toolbox). It certainly lives up to its claim of not slowing down the computer. After moving from McAfee, I noticed a very definite speed increase.

The user interface – FINALLY SOMEONE GOT IT RIGHT – is the best feature (besides the protection), designed for the novice and expert alike. There is a simple "at a glance" screen on startup which shows you what’s happened, what is active and a neat little "Worldwide threat level" box which actually does change as new worms and viruses come out.

As with many products in this category, you can "set it and forget it", just install and let it take over. If you’re like me, the fine-tuning options are a pleasure. You can quite literally tell Vipre what it should consider a "threat", how often and in-depth you want your scans to be, how your email is configured, manage quarantine and so forth. Yes, other products offer all this too, but the way that Sunbelt Software has brought it together in a simple, yet in-depth interface is what makes it stand out for me.

I’ve been a heavy user, both personally and professionally, of anti-virus software since it was invented, when there were products such as "Dr. Solomon’s Anti-Virus Toolkit" – if anyone remembers that, you’re a dinosaur to – and I’ve found that as the solutions have become more integrated, they’ve become a bigger drain on system resources. I moved from Symantec (after 10 years) to McAfee when I found the Symantec interface and stability problematic (and my ISP offered McAfee for free).

- Please note that this review isn’t intended to devalue what McAfee and Symantec security products offer, on the whole, they are very good. I’ve been very happy with McAfee, except for the overhead I feel it places on my computer, even after a lot of tuning and tweaking (and I’m a little technical). My decision to test Vipre was driven by this overhead and my decision to stick with Vipre (despite the promise of free McAfee from my ISP) is due to primarily to the performance. I do miss the anti-spam and firewall from McAfee and will end up getting these as separate products rather than part of an integrated suite -

Unfortunately, I cannot make an "apples to apples" comparison between McAfee and Vipre because Vipre doesn’t offer a "complete Internet security" package, but between it and the Windows firewall, I’m very satisfied. My next step will be to find a firewall application that is a little more robust than the Windows one and see how it integrates with Vipre.

Since installation, Vipre has caught a couple of incoming dangers and found several pieces of spyware during its scans. The nice thing is, it tells me and then leaves me alone, just how I like it. One final thing to point out is the license covers you for every computer in your house. In my case that is 6 – for the price of 1. In this economic climate, that’s certainly worth considering.

So, to conclude, it’s affordable, simple to use, fast and effective. I would recommend giving Vipre a chance if you’re looking to get something a little easier on the system than what you might be using right now…and shame on me for not having considered buying it.

I’ve run Vipre on a Dell Precision (4 processor / 3GB / XPP), Dell Dimension (1 processor / 2 GB / Vista HPE), Dell Dimension (1 processor / 2 GB / XPH) and HP Pavillion (1 processor / 1 GB / XPH).

MAGICJACK : 12-MONTHS LATER…

Well, it’s been a full year. My subscription expired yesterday. I wrote the following back when I first received the "as seen on TV" gadget that looked pretty amazing.

• MagicJack…Does it work? when I first got it.




• Magic Jack : Does it work? after six months.

So what’s the verdict?

I’m pleased to announce that it is GUILTY of working almost flawlessly!

But didn’t he say "almost"?

Yes, he did. The few "bumps" I’ve had have been more due to the PC or Internet that the device. For the past 12 months, I have used my MagicJack on two different laptops, one with XP and the other with Vista as well as three different desktops also with different Vista/XP combinations. Here’s a list of my findings:

• Regardless of the operating system, the "plug-and-play" feature seems to work just fine. When you plug the MagicJack for the first time, it self-installs the software and you’re up and running.




• Transferring the 911 location (very important) is a snap, just go the the MagicJack website, log in, and change your location. I do hasten to add that I’ve not had to use the 911 feature, so it’s not been tested in the field.




• Overall performance has been very good, for local and long distance. International calls are fine too. If you wish to make international calls, you do have to keep a balance on your account. Incoming international calls are not affected.




• Occasional "Max Headroom" like effects do happen, making the other person sound a little as though they’re trying to rap. This primarily happens when the Internet connection is being heavily used by other programs or the bandwidth is low.




• I’ve used MagicJack on wired and wireless computers with comparable results.




• On the current computer, the MagicJack has been running continually for about 2 months with only 1 reboot (required for service pack updates).




• The telephone number is tied to the MagicJack, not the computer, so if you plug the MagicJack into a new PC, the number transfers with it.




• The control panel on the screen is very simple to use. You can see outgoing and incoming call history, use it to dial or save numbers to your phone book.




• The voicemail is so-so. It’s usable, but not great, but it’s there if you need it.

I’ve heard mixed opinions about tech support and area code availability – two areas I’ve not had to experience problems in.

So, I’m certainly not saying it’s totally flawless, but on the whole I am delighted with my experience. For $50 you get a dedicated telephone number (plus you pick your own area code). Just add handset and Internet. I have just renewed my subscription for 5 years ($60).

For the price, the ease of use and quality is incredible value. Wherever you go, you take the same number with you. It’s perfect if you change locations like I do, or transfer from PC to laptop and back.

Personally, I am very hapy and will continue to use MagicJack and even get another…and no, I still don’t own stock in the company

You can learn more at www.magicjack.com.

LEANER, MEANER…AND QUITE DIFFERENT

In a recent conversation with a colleague, I commented on how I felt the business dynamic was changing. Permanently. I went as far as to predict that:

In a few years, there will be a handful of "mega corporations" responsible for everything from food production to financial services and media. Many of the "big corporates" today are learning the "merge or die" lesson, just look at the headlines that would have been unbelievable just five years ago. In my (very humble) opinion, these large corporate entities are going to form the basis for our economy. They will be the foundation, or "backbone".

"Brick and mortar" firms are changing too. They are either being swept up like rocks in a glacier, or going out of business. Sure, some are changing, but only then to become part of the "corporate glacier".

I think the "traditional" job will change. I see things such as benefits (healthcare, pensions etc) go by the wayside. I’d even hazard a bet that in the foreseeable future, "W2" style employees will be much rarer than 1099. After all, it makes sense for companies who need to be leaner, contain costs and reduce risk. Shift the burden of benefit costs to the employees.

On the flip side, employees can become business owners in their own right. Now, at least in theory, they are "vendors" who can charge for services provided. Work 40 hours, bill for 40 hours. Work 45 hours, bill for 45 hours. With no benefits to pay for and seeing the "employee" as a "vendor", even overtime becomes a cheaper option for companies than worrying about the "encourage unpaid overtime" that anyone who has worked in corporate knows about.

Not everyone is going to want to, or necessarily be able to, set up their own company or be a self-employed entity. Hence, for a while at least, traditional W2-style employment will be the norm, but, as we’re seeing, there will be fewer jobs with fewer benefits.

It doesn’t have to be all negative. Companies can (and already do) form organizations with collective bargaining power to obtain half-decently priced benefits such as healthcare. Personally, I see this as a help rather than a hindrance. Group insurance will be a little different, but it may be an option to self-employed people who belong to associations who are able to get "group" rates.

With so many self-employed / small companies, out there, there will be room for innovation and even more specialization. Consider this: a company wants a product. They hire a small company that is a specialist in developing a product. The small company gets a mandate and goes out to bring in just those resource companies that can develop the product. At the end of the project, everyone goes their own way. No expectations beyond the project. You’re paid for what you do, and off you go.

This more "modular" type of company / project / service scenario will suit the upcoming generations who are used to the technology and cultural mindset that will be required.

Of course, this prediction is open to suggestions of being rather "Orwellian" or, dare I say "socialist"? Except I see it evolving already. Look around you at the number of smaller companies, self-employed people and the number of "super corporations" that are getting bigger and bigger.

This isn’t intended to scare anyone, in fact the opposite. It’s just my opinion, but the business world is changing. We can fight or we can do what we do best: adapt and innovate.

MARKETING FOR MARKETING

An advertisement idea for a new marketing campaign about marketing.



© Copyright 2009 JDE LTD. All rights reserved.

LEGACY MARKETING

"Oh boy, what’s he doing now?"

Excellent question and I’m glad you asked. Let me answer with another question: how do you want to be remembered?

"You mean….?"

Yes, when you get to "the end".

Kidding aside it’s a serious question. Personally, I want people to look back and think "there was a good person, who delighted in helping others".

So, the second question is: are you practicing your legacy in marketing now?

"Uh-oh, sermon…"

Actually, it’s not.

If you think about it for a moment, if you want to be remembered, or look back one day and say "wow, look what I was able to do," consider what you’re doing today in order to be able to have that vision to look back upon.

Are you building pyramids using the strengths of others, or are you building pyramids with others?

If you truly want to be remembered as a good person who helped people realized their dreams, or someone who dedicated their lives to a cause, or a committed individual who just wanted to see people grow, then consider putting that philosophy into practice now.

You only get one pass at this life, and you’re the driver. You may not care what you think in 20, 30, 40 or more years from now. You may care even less about what others may think. But you know something? I’ll bet it shows…

WELCOME TO THE WEB!

HOME RELOCATION EXPERTS
www.HomeRelocationExperts.com

Home Relocation Experts is a group formed by broker Sue Griman of Desert Dwellers Realty, LLC who specialize in personal, corporate and military relocation.

Unlike many "traditional" relocation companies, the business model of HRE is more referral-driven than "fee for service". As Sue describes it,
"a personal touch in relocation backed by decades in relocation and real estate."

Their nationwide network of agents and service providers are all "best of breed". The product and site have been a vision of Sue’s for many years and we’re
very pleased to have helped realize it.

SUPERIOR FINANCIAL SERVICE
www.SuperiorFinancialService.com

We’re also delighted to announce the launch of the completely redesigned site of Superior Financial Service. SFS offers secure online/offline banking transaction and credit card processing services.

The site features a very clean, modern look and technical features including XML, RSS syndication, Flash, Java, HTML and .Net. The technical and aesthetic challenges presented at the outset of this project has inspired some of my best personal work.

One principal said upon completion, "JDE really hit a home run in the building and delivery of our site. The visual presentation of our company in this medium conveys everything we represent at Superior Financial Service.".

A GUARANTEED WAY TO GENERATE INTEREST

If you’re reading this, then it worked. A thought-provoking or challenging "hook" is the first step in getting attention. What you do with it after than, of course, is up to you.

In social media, products like Twitter rely on interesting "tweets" in order for people to converse. Tweets that are considered good are "retweeted". There are even awards ("Shorty Awards") for the best one-liners.

A captivating lead-in can make a huge difference, no matter what product or service you’re offering. Sometimes, the difference between you and your competition might just be getting someone to stop at your store or website and not the next guy’s.

For example, which sounds more interesting?

• EXPERIENCE IS AS IMPORTANT AS QUALIFICATIONS




• YOU GET WHAT YOU PAY FOR : ASK ABOUT EXPERIENCE

Now, perhaps these aren’t the best of tag lines, but if you are trying to stand out from the crowd by virtue of your experience, both are adequate. However, in my opinion, the second tag suggests a slight "challenge", possibly that cheap isn’t always good…? Both articles or websites, blogs, flyers, brochures or whatever could have very much the same contents, but giving the prospect something to think about could be the margin you’re looking for.

When you’re writing your next article, blog post, advertisement, web site…etc, consider asking a question that people might not have thought about. Take a different view on an everyday subject. Be controversial. Stimulate discussion. Make them wonder what mysteries are inside

Bear in mind, that the content is important too.

I’ve written about being #1 on the major search engines (see SO YOU MADE IT TO THE TOP OF GOOGLE). Have a great seo-friendly site that gets you placed is important, but it’s no use if people aren’t staying on the site.

Ditto anything else. The content is as important as the title, but having a good lead-in certainly helps.

FAMILIARITY DOESN’T ALWAYS BREED CONTEMPT

This post idea came to me after I read a very good entry on Steph Adamo’s blog titled "Tropicana Redesign", in which Steph points out that there was nothing wrong with the "old" Tropicana carton design and that the "new" look is in fact, rather awful.

The post has since been featured on Yahoo! and other places. From the reaction to this comment, I think most people agree that, at least in this case, Tropicana (or rather Pepsico) should have left it alone.

But this raises a point. Especially in these turbulent times, people are looking for something different. Marketing is no exception. Whether it’s a new look or new approach, different gets noticed is conventional thinking. As a marketing consultant, I can agree and attest to this…to a point.

Sometimes tradition is also good. Take the upcoming 4th of July. Could anyone imagine it much different that it’s been pretty much since the first Independence Day? How about Thanksgiving? Of course we don’t want to change these things, the way we celebrate is traditional! Shame on me for even talking about it!

In these rapidly changing days and weeks when everything is moving so quickly, change can be positive, but so can stability.

Looking at the old Tropicana carton I see something that is very familiar. The new one isn’t. Did they really need to change it? Well, someone at Pepsi thought so, but how about marketing tradition instead of change? Something along the lines of "everything is changing, but some things don’t" or "we got it right first time, why change". You get the idea.

I call this concept "remarketing". Look at many small companies (and some large ones). You see things like "serving the community since 1982…" or longer. That implies a tradition, familiarity and a tried and true method. Why not advertise the fact?

Sometimes change isn’t the way to be different. Sometimes being the only one that doesn’t change can be just a unique.

I write about different marketing strategies and techniques, both traditional and non in my online newsletter Webby’s Updates which you can read at www.JDELtd.com and subscribe to if you so choose. You can download this and other articles from by Small Business GENetics site, www.sbgenetics.com