The Art of Promotion (Arthur Brisbane)

 Arthur Brisbane, (born Dec. 12, 1864, Buffalo, N.Y., U.S.—died Dec. 25, 1936, New York City), U.S. newspaper editor and writer, known as the master of the big, blaring headline and of the atrocity story 

Arthur Brisbane was a run-of-the-mill newspaperman, no better and no worse than a thousand others in his profession, until William Randolph Hearst spread his name on the front page of all his newspapers; then he became America’s leading columnist. I can name a hundred men who can write better stuff than anything Brisbane ever wrote, but you would not recognize one of them because they have not been properly promoted. (From the Book - How To Sell Your Way Through Life)

By ‘‘promotion experts,’’ I do not mean advertising men. Promotion is one thing, advertising is something entirely different. Promotion, the sort to which I have reference, is the art of keeping an individual (or thing) favorably sold to the public all the time. Perhaps this is why some people or business feel they have a name (brand) to care for and you see their adds all the time such as famous brand as coke. 

Online presence is a fundamental thing for any business nowadays specially when to have a website can be done for free (that is the minimum) but better results can be achieve when done with professionalism 

The changing face of advertising - The miracles of Technology

Advertising can be intoxicating. The spin, the story, the message, the call to action, the image, the placement, the measurement, the refinement: it all adds up to a powerful cocktail that can ultimately change the world. At its core, advertising is all about influencing people – persuading them to take the actions we want, whether that’s choosing a particular brand of toothpaste, picking up the phone, filling in a mailing coupon or visiting a website. Done well, advertising has a power that can achieve amazing things, and if you’re in business you’re already doing it and will continue to do so.

This picture above could be look more real than what it is, if wasn´t for the right side where you can see the enormous amount of evidence of the adulteration. Well I did use a very simple tool to put me in that picture and to be honest I am not very skilled on that kind of  software, But it proves a point that i want to emphasize today, if I can do it, every one else can too. But of course that is not very convincing,... if you use a better software, or such software on the hands of someone who knows how handle the task of modifying the picture can make it look real. Not long ago to do that wasn´t even possible but today almost anyone can do it. 

That brings me back to what I was saying in the first paragraph. Because of the internet anyone can put some advertising for a very cheap price or even for free with the tools available now, those tools or advertising on the internet is relatively new comparing to other methods of advertising and if not done properly it will look as cheap as my picture above (not convincing anyone that it is real), but if you invest your time to learn the online advertising or pay someone who knows how to do you can indeed achieve excellent results. 

I hope this girl did not mind me putting her picture here, it was the same girl on the other picture, we did talk a lot using facebook messenger in the past, but we never met face to face, again that must not have been possible some decades ago. The world is always changing, lets take advantage of the new technology to do what wasn´t possible before. In this case my problem was not the technology, she did find a boyfriend before I even be able to start planning to meet her..... 

If she end up reading my post here.... I just want her to know that I was always under the impression she was a good girl with very good values who calls my attention,  I wish her well and good luck.  

 

If you are not valued, do not be angry, it means that you are in the wrong place.

This is another post that I copy from a group I was part of..... it is a nice one. Let´s not focus on me copying stuff, hahaha !!! Let´s see what can we learn from it....

A father said to his son: You graduated with honors, here is a car that I acquired many years ago ... it is several years old.

But before I give it to you, take it to the used car lot downtown and tell them I want to sell it and see how much they offer you.

The son went to the used car lot, returned to his father and said, "They offered me $ 1,000 because it looks very worn out."

The father said, "Take him to the pawn shop."

The son went to the pawn shop, returned to his father and said, "The pawn shop offered $ 100 because it was a very old car."

The father asked his son to go to a car club and show them the car.

The son took the car to the club, returned and told his father: “Some people in the club offered $ 100,000 for it, since it is a Nissan Skyline R34, iconic car and sought after by many.

The father said to his son, "I wanted you to know that the right place values ​​you the right way." ...

If you are not valued, do not be angry, it means that you are in the wrong place. Those who know your value are those who appreciate you, and never stay in a place where no one sees your value.

Negative experiences outperform the positive ones

That is very true, the negative experiences we have outperform the positive ones, we tend to remember the bad experience longer, they tend to affect our mood more than the positive ones. Some studies even put a number on this saying we need to have 4 to 5 good experiences to erase 1 single bad experience. If you were married it may means you have to do 5 good things to your spouse before she forgive you.

When we think in terms of business it may be very wise to start taking care of bad reviews before investing in more advertising. That is why I am always advocate to have what I called "the foudations" in place before running some ads, that will give a much better results for your ads if you have this foundation in place before doing advertising.

There is a service online marking provide to help you fix this problem, it is called reputation management, if don´t know where to start it may be a good idea to look into this kind of service, it will improve your business in no time.

Remember.  You just go to search for a doctor on the yellow pages if your family or friends cannot refer you to one. We trust people, family and friend,... the last resort is to go to directory of doctors. That is why also is so much cheaper to maintain a client than acquire a new one

Here are some other articles you can go to read more about good vs bad: 

Bad vs. Good: Why Does the Bad Seem to Outweigh the Good?
Bad Memories Easier to Remember
Praise Is Fleeting, but Brickbats We Recall
New Study Suggests we Remember the Bad Times Better than the Good

   

Above-the-line and below-the-line marketing

Above-the-line and below-the-line marketing are terms used from some authors to differentiate between broadcast and targeted marketing techniques. Above-the-line marketing refers to mass market advertising that is oftenused to push specific promotional messages out to large audiences or to build your brand. Below-the-line is used to tailor your communications to individuals or segments to ensure a more powerful message. Through-the-line is a term often used and this simply refers to creating an integrated approach by using an appropriate blend of above and below-the-line marketing. To help you further understand the split, given below is a list of

Marketing channels that would fall into each bracket:

● Above-the-line: –– TV; –– radio; –– press; –– display advertising; –– outdoor.

 ● Below-the-line: –– SEO; –– direct mail; –– paid search; –– e-mail; –– direct selling.

 Of course this blog is devoted to help you understand better the “below-the-line” type of channel, these channels are becoming more and more popular as they were more powerful to bring you better results for your business.

The benefits of CRM (customer relationship management)

At its core, effective CRM promises the following:

• Increased revenue and profitability

• Improved customer satisfaction and loyalty

• Improved service delivery and operational efficiencies

• Decreased acquisition costs – keeping churn low through CRM offsets the need to spend as much on acquisition of new clients, while retention of existing ones is cheaper for obvious reasons

Maintaining good customer relationships is critical to the success of a business.  The cost associated with acquiring a new customer is generally far higher than the cost of maintaining an existing customer relationship. While an investment in a CRM communication programme or platform can be large, these costs are often offset over the increased revenue generated by encouraging repeat business.

Broadly, CRM can be looked at from:

• A marketing perspective – increasing the number of people who know about your service or product

• A cost perspective – decreasing the amount you spend on customers; it costs more to attract a new customer than maintain an existing one

• A sales perspective – turning the people who know about your service or product into people who have made a purchase

• A service perspective – ensuring people who have interacted with you are satisfied and delighted.

Effective CRM can also create a powerful new marketing and referral force for a company: its happy customers. Delighting customers fosters positive word of mouth. The first step to any CRM initiative is to understand the value of a customer relationship to a business.

Relationship value = Revenue generated by customer – Cost

Using influencers to help spread the word

There is one particular category of users online that warrants a special mention when it comes to defining your digital marketing strategy. Dubbed ‘influencers’ these early adopters are the online opinion leaders. Through blogs, podcasts, forums and social networks they harness the power of the web to extol the virtues of products and brands that they like, and equally to denigrate those they find unsatisfactory.

Why are influencers important to you? Because they have the virtual-ear of the online masses. People read and listen to what they have to say; they value their opinion and trust their judgement. These online influencers have already won the pivotal battle for the hearts and minds of online consumers. 

Engage positively with them, and you essentially recruit a team of powerful online advocates (the last part of New customer path) who can have a potentially massive impact on a much wider group of consumers. This is the online equivalent of ‘word-of-mouth’ marketing on steroids. Of course, give them a negative experience and... well, you can guess the rest.

But how exactly will you recognize these online influencers? A December 2006 report by DoubleClick (‘Influencing the Influencers:  How Online Advertising and Media Impact Word of Mouth’) defined an influencer as a person who ‘strongly agreed’ to three or more of the following statements:

● They consider themselves expert in certain areas (such as their work, hobbies or interests).

● People often ask their advice about purchases in areas where they are knowledgeable.

● When they encounter a new product they like, they tend to recommend it to friends.

● They have a large social circle and often refer people to one another based on their interests.

● They are active online, using blogs, social networking sites, e-mail, discussion groups, online community boards, etc, to connect with their peers.

Identifying the influencers within your market sector, analyzing their behavior and tailoring part of your digital campaign to target this small but influential group can result in disproportionate knock-on benefits. Don’t neglect your core market, of course – but certainly consider targeting influencers as part of your overall digital marketing strategy.

Not every agency or market consultant is a specialist of everything, as for me for example Influencers is not my specialty, so I don´t mind to refer good articles from other sources.