tag:blogger.com,1999:blog-21499025740061679662024-03-13T13:43:27.967-04:00Marketing IntelligenceHaynes Marketing Networkhttp://www.blogger.com/profile/07874460081969151841noreply@blogger.comBlogger13125tag:blogger.com,1999:blog-2149902574006167966.post-882409225965320892012-01-08T21:44:00.006-05:002012-01-16T11:28:25.318-05:00Communicators who don't communicate<div style="width: 500px;"><div style="width: 500px;"><div style="width: 500px;"><span style="color: black; font-family: 'Times New Roman'; font-size: 100%;"><span style="font-size: 180%;">W</span><span style="font-size: 130%;">HILE attempting to catalog some useful online marketing resources for a client to review, I went to about 15 different websites representing 15 different companies to capture a few lines from each that would explain to the viewer -- and, eventually, my client -- what each of those 15 sites/companies/resources actually offered. For almost half of them, it could not be determined from the information on the site what the site offered. Where did I find a clearly composed explanation? Wikipedia. And, who wrote the entries for Wikipedia? Probably an employee of the company whose web site I was searching. So, why didn't this same writer participate in the web site design/copy? Probably he/she did not use the BS of adspeak.</span></span></div></div><style type="text/css">
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<hr id="dothr" /><span style="font-family: times new roman;">Haynes Marketing Network is a full-service marketing and advertising agency</span><span style="font-family: times new roman;">in Macon, Ga. 478-742-5266 <a href="http://www.haynesmarketing.com/">http://www.haynesmarketing.com/</a></span></div><span style="font-family: times new roman;"></span><span style="font-family: times new roman;"><a href="http://www.haynesmarketing.com/"></a></span>Haynes Marketing Networkhttp://www.blogger.com/profile/07874460081969151841noreply@blogger.com0tag:blogger.com,1999:blog-2149902574006167966.post-72966382629566097802012-01-06T10:14:00.006-05:002012-01-06T10:33:09.667-05:00Media Usage<div style="width:500px"><div style="WIDTH: 500px"><p><span style="FONT-FAMILY: 'Times New Roman'; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-: EN-USfont-family:'Times New Roman';font-size:100%;color:black;" ><span style="font-size:180%;">T</span><span style="font-size:130%;">HE degree to which each medium is used by consumers: <span style="font-weight: bold;">TV</span> is number one, capturing 35-40% mind share. <span style="font-weight: bold;">Online</span> is two, capturing 25-30%. <span style="font-weight: bold;">Radio</span> is three, followed by <span style="font-weight: bold;">outdoor</span> and <span style="font-weight: bold;">print</span>.</span></span></p><p><span style="font-family:times new roman;"><span style="font-size:130%;"><span style="FONT-FAMILY: 'Times New Roman'; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-: EN-USfont-family:'Times New Roman';font-size:78%;color:black;" ><em>32 Days To Going Digital by, Jay Friedman and David Wolk</em></span> </span></span></p></div></div><span style="font-family:Times New Roman;font-size:130%;"></span><span style="font-family:times new roman;">.......................................................................................................................................<br /></span><span style="font-family:times new roman;">Haynes Marketing Network is a full-service marketing and advertising agency<br /></span><span style="font-family:times new roman;">in Macon, Ga. 478-742-5266 <a href="http://www.haynesmarketing.com/">http://www.haynesmarketing.com/</a></span><span style="font-family:Times New Roman;"></span><span style="font-family:Times New Roman;"></span>Haynes Marketing Networkhttp://www.blogger.com/profile/07874460081969151841noreply@blogger.com0tag:blogger.com,1999:blog-2149902574006167966.post-51669325403419469162009-07-02T14:46:00.013-04:002009-07-02T15:03:20.283-04:00TV builds brands better than the Web<div style="WIDTH: 500px"><p><span style="FONT-FAMILY: 'Times New Roman'; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-: EN-USfont-family:'Times New Roman';font-size:100%;color:black;" ><span style="font-size:180%;">O</span><span style="font-size:130%;">NE place where traditional media beat new media big time is in launching and building brands. Just compare a 30-second TV commercial with a banner ad. The former is far more emotionally engaging and thus better suited for <span style="BACKGROUND-ATTACHMENT: scroll; BACKGROUND-REPEAT: repeat; BACKGROUND-POSITION: 0% 0%; CURSOR: hand" id="lw_1246560453_4"><span class="yshortcuts">building a brand image</span></span>. </span></span></p><p><span style="font-family:times new roman;"><span style="font-size:130%;"><span style="FONT-FAMILY: 'Times New Roman'; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-: EN-USfont-family:'Times New Roman';font-size:78%;color:black;" ><em>Media, Feb.‘09, Yaakov Kimelfeld</em></span> </span></span></p></div><br /><span style="font-family:Times New Roman;font-size:130%;"></span><br /><span style="font-family:times new roman;">....................................................................................................................................... </span><br /><span style="font-family:times new roman;">Haynes Marketing Network is a full-service marketing and advertising agency</span><br /><span style="font-family:times new roman;">in Macon, Ga. 478-742-5266 <a href="http://www.haynesmarketing.com/">http://www.haynesmarketing.com/</a></span><br /><span style="font-family:Times New Roman;"></span><br /><span style="font-family:Times New Roman;"></span>Haynes Marketing Networkhttp://www.blogger.com/profile/07874460081969151841noreply@blogger.com0tag:blogger.com,1999:blog-2149902574006167966.post-91761207864142992942009-07-02T14:40:00.008-04:002009-07-02T15:02:34.725-04:00“New media” let us do the unbelievable<div style="WIDTH: 500px"><br /><span style="font-family:times new roman;"><span style="font-size:130%;"><span style="FONT-FAMILY: 'Times New Roman'; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-: EN-USfont-family:'Times New Roman';font-size:12;color:black;" ><span style="font-size:130%;">N</span><span style="font-size:100%;">EW media are those media that arose from the information and communication technologies that began emerging in the 1980s – the cell phone, the internet, the video game.<br />Most of these technologies are digital, meaning they interpret binary digital data as information. As opposed to analog data, digital data are easier to manipulate, carry more information, and move faster.<br />Many new media are involved in media convergence, which occurs when multiple products come together to form a single product with the advantages of all of them. For instance, the cell phone now handles e-mail, text messaging, music, internet browsing, GPS, and photography.<br />Most important, many new media are interactive, allowing for active participation by the audience, whether that audience is one, or millions.<br />Some new media, like the Internet, are all three – digital, converged, and interactive – replacing the “one-to-many” model of mass communication with the possibility of a “many-to-many” web of communication. And, as a result, new media offer marketing tools we would have not thought possible 25 years ago.</span></span> </span></span></div><br /><span style="font-family:Times New Roman;font-size:130%;"></span><br /><span style="font-family:times new roman;">....................................................................................................................................... </span><br /><span style="font-family:times new roman;">Haynes Marketing Network is a full-service marketing and advertising agency</span><br /><span style="font-family:times new roman;">in Macon, Ga. 478-742-5266 <a href="http://www.haynesmarketing.com/">http://www.haynesmarketing.com/</a></span><br /><span style="font-family:Times New Roman;"></span><br /><span style="font-family:Times New Roman;"></span>Haynes Marketing Networkhttp://www.blogger.com/profile/07874460081969151841noreply@blogger.com0tag:blogger.com,1999:blog-2149902574006167966.post-64691654657040075632009-07-02T14:34:00.005-04:002009-07-02T15:05:36.327-04:00Consumers often don't know why they do what they do<div style="WIDTH: 500px"><p><br /><span style="font-family:times new roman;"><span style="font-size:130%;"><span style="FONT-FAMILY: 'Times New Roman'; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-: EN-USfont-family:'Times New Roman';font-size:12;color:black;" ><span style="font-size:100%;"><span style="font-size:130%;">W</span>HEN consumers are asked why they bought a particular brand, they seldom credit the brand’s ad plan.<br />It doesn’t mean the advertising was ineffective. More than likely, it means that, by the time of the sale, the advertising the customer had been exposed to might be very far behind him or her emotionally, and he/she has moved past the advertising impact and into his/her own rationale to buy.<br />This is why many customer surveys are flawed. At the time of purchase, consumers have forgotten about the advertising messages they’ve been exposed to over time.<br />On top of that, Americans don’t want to admit that ads affect them. But, if this were true, nothing we buy would have a brand name on it. We buy brands because we trust them. We feel comfortable buying because we were exposed to advertising that helped us form an opinion of the brand.</span></span></span></span></p><p><span style="font-family:times new roman;"><span style="font-size:130%;"><span style="FONT-FAMILY: 'Times New Roman'; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-: EN-USfont-family:'Times New Roman';font-size:12;color:black;" ><em><span style="font-size:85%;">TVWeek, 6/12/06, A.Armbruster</span></em></span> </span></span></p></div><br /><span style="font-family:Times New Roman;font-size:130%;"></span><br /><span style="font-family:times new roman;">....................................................................................................................................... </span><br /><span style="font-family:times new roman;">Haynes Marketing Network is a full-service marketing and advertising agency</span><br /><span style="font-family:times new roman;">in Macon, Ga. 478-742-5266 <a href="http://www.haynesmarketing.com/">http://www.haynesmarketing.com/</a></span><br /><span style="font-family:Times New Roman;"></span><br /><span style="font-family:Times New Roman;"></span>Haynes Marketing Networkhttp://www.blogger.com/profile/07874460081969151841noreply@blogger.com0tag:blogger.com,1999:blog-2149902574006167966.post-64583377848589977602009-07-02T14:26:00.008-04:002009-07-02T15:11:02.340-04:00Internet Marketing Myths<div style="WIDTH: 500px"><p><br /><span style="font-family:times new roman;"><span style="font-size:130%;"><br /><span style="color:black;"><span style="font-size:100%;"><strong>MYTH #1: The Internet changed everything about marketing.<br /></strong><br />Not everything. The Internet does give us a <span class="yshortcuts">marketing channel</span> that interacts with the world 24/7 – a powerful tool for bringing consumers together with the products and services they want.<br />But the old channels for bringing seller and buyer together – the phone call, the business letter, the face-to-face pitch, the tv commercial – are still working just fine as part of a well-planned, ­integrated marketing program that probably includes the web.<br /><br /><strong>Myth #2: <span class="yshortcuts">Internet marketing</span> starts with a great website.<br /></strong><br />Internet marketing starts where all effective marketing starts – with a well- defined prospect. If you don’t have a clear picture of who you are selling to and what you’re selling, the prettiest website in the world won’t get you business.<br />Before you even think about a website, know who your target prospect is, how to describe your specialty to that prospect, and what specific benefits your business provides.<br />Yes, your site should radiate competence, but a brilliant design and dazzling graphics won’t pay off anywhere near as well as a clear explanation of why a customer should choose you as an ­answer to a want or need.<br /><br /><strong>Myth #3: More traffic means<br />more profits.<br /></strong><br />More traffic to your website only guarantees increased bandwidth use by your web host, and nothing else. Before spending money on banner ads, web directories, or pay-per-click listings to drive more visitors to your site, be sure that they’ll want to do business with you once they get there.<br />Ask some colleagues and custom-ers to critique your site. Do they understand what you’re offering? Can they see that you’re presenting real benefits to your <span class="yshortcuts">target audience</span>? Revise your site based on their feedback.<br />Then invite some prospects to visit your revised site and touch base afterward. Do those prospects seem more inclined to do business with you after visiting your site? If so, you’re on the right track.<br /><br /><strong>Myth #4: Do whatever it takes<br />to build your email list.<br /></strong><br />A substantial opt-in emailing list is a<br />valuable marketing asset, but the quality of names on your list is much more important than the quantity. Acquiring names through giveaways of other people’s material, trading lists with joint venture partners, or purchasing lists from vendors rarely provides you qualified buyers truly interested in your products or services.<br />So, how do you build your list? Invite those who visit your site to leave their email for future contact. Ask people you meet or call for their email. Offer them something of value in return. A well-written ezine, a helpful report, or an informative audio are all effective premiums, as long as they directly relate to what service you sell and increase your credibility.<br /><br /><strong>Myth #5: Just follow the winning<br />Internet formula and you’ll get rich.<br /></strong><br />There is no new “winning Internet formula.” The process of winning customers is what it always has been – build relationships and get people to know, like, and trust you.<br />If your website, ezine, and other Internet-based activities contribute to building long-term, trusting relationships with prospective clients and referral sources, you’ll get business on the web.</span></span><span style="FONT-FAMILY: 'Times New Roman'; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-: EN-USfont-family:'Times New Roman';font-size:12;color:black;" ><br /></span></span></span><span style="font-family:times new roman;"><span style="FONT-FAMILY: 'Times New Roman'; mso-fareast-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-: EN-USfont-family:'Times New Roman';font-size:12;color:black;" ><em><span style="font-size:85%;">Credit: </span></em><a href="http://about.com/" target="_blank"><span class="yshortcuts"><em><span style="font-size:85%;">About.com</span></em></span></a></span><em><span style="font-size:85%;"> </span></em></span></p></div><br /><span style="font-family:Times New Roman;font-size:130%;"></span><br /><span style="font-family:times new roman;">....................................................................................................................................... </span><br /><span style="font-family:times new roman;">Haynes Marketing Network is a full-service marketing and advertising agency</span><br /><span style="font-family:times new roman;">in Macon, Ga. 478-742-5266 <a href="http://www.haynesmarketing.com/">http://www.haynesmarketing.com/</a></span><br /><span style="font-family:Times New Roman;"></span><br /><span style="font-family:Times New Roman;"></span>Haynes Marketing Networkhttp://www.blogger.com/profile/07874460081969151841noreply@blogger.com0tag:blogger.com,1999:blog-2149902574006167966.post-35061574620851465992009-04-16T16:25:00.004-04:002009-04-16T16:33:11.197-04:00Crisis Communications, the best PR plan you never want to use<div style="WIDTH: 500px"><span style="font-family:times new roman;"><span style="font-size:130%;"><strong><span style="font-size:180%;">A</span></strong>t 3:00 a.m. you get the call. Your factory is up in flames, with millions in inventory at risk.<br /><br />As you rush to the plant you think of the years it took to build your business, win loyal customers, and gain a reputation of integrity.<br /><br />Casualty insurance will cover your monetary loss, but how will you recover the reputation you worked so hard to build?<br /><br />At the plant, the press is waiting with questions: “Police report two fatalities inside your plant, what can you tell us about that? What is the extent of the damage? What about your customers who are waiting for shipments? Will employees still have jobs?<br /><br />Be ready for such a moment with a Crisis Communications Plan. A well-structured plan includes procedures for answering such questions, and specific, hourly instructions to address the press, employees, employee families, and worried customers.<br /><br />With your plan at your side, you (and key managers) are able to control information flow, and provide facts to the press as they are needed, until the crisis ends.<br /><br />Reporters meet their deadlines, and you breathe easier, knowing their stories will shore up the confidence of employees and customers, and will protect the assets of the company you spent years to build.<br /><br />Because of its potential impact on your firm’s future, the plan should be prepared by someone skilled in crisis communications’ planning, though you and your staff will participate.<br /><br />Once the plan is ready, keep it nearby. Review it each quarter, and rehearse it as if the future of your company depends on it. It could.<br /><br /></span><span style="font-size:100%;"><em>Credit: Steve Cohen, Steve Cohen Public Relations </em></span></span></div><span style="font-family:times new roman;">....................................................................................................................................... </span><br /><span style="font-family:times new roman;">Haynes Marketing Network is a full-service marketing and advertising agency</span><br /><span style="font-family:times new roman;">in Macon, Ga. 478-742-5266 <a href="http://www.haynesmarketing.com/">http://www.haynesmarketing.com/</a></span><br /><span style="font-family:Times New Roman;"></span><br /><span style="font-family:Times New Roman;"></span>Haynes Marketing Networkhttp://www.blogger.com/profile/07874460081969151841noreply@blogger.com0tag:blogger.com,1999:blog-2149902574006167966.post-7190049371835332892009-04-16T16:07:00.007-04:002009-04-16T16:21:04.391-04:00Nielsen ratings obscure DVR effect<div style="width: 500px;"><span style="font-family:times new roman;"><span style="font-size:130%;"><span style="font-weight: bold;font-size:180%;" >U</span>ntil lately, a Nielsen rating told what percentage of a population watched a program “live.”<br /><br />Now, Nielsen ratings merge that “live” number with the percentage of people who recorded the program on their DVRs and watched it within three days (seven, in some markets).<br /><br />These new ratings reveal that DVRs boost program viewing up to 24% in some demos. But, this rise in program viewing doesn’t translate into a proportionate rise in ad viewing. Those who view “live” TV programs see up to 80% of the ads, while those who watch “time-shifted” TV view 10% - 25% of the ads.<br /><br />Yet, Nielsen merges the “live” program rating with the “time-shifted” rating, to give buyers a dubious number that embodies the extremes of ad viewing.<br /><br /><span style="font-weight: bold;">“Live” ratings worked.</span><br /><br />When Nielsen provided only “live” program numbers, media planners never knew how many of those who watched a program also watched the ads during that program. But, program viewers at least had a chance to view the commercials. And, most of them did, most of the time.<br /><br />But now, viewers of a recorded program zap at least 75% of the ads. In fact, some are recording for the sole purpose of missing ads, since 20% of playback starts within five minutes of the live broadcast.<br /><br /><span style="font-weight: bold;">Needed: commercial ratings.</span><br /><br />"Live+3" ratings are “program ratings," not the "commercial ratings" generated by Nielsen’s national surveys. Commercial ratings show how many see the ads, not just the programs.<br /><br />Program ratings are based on average quarter hour viewing, while commercial ratings are average minute viewing. Nielsen must switch to "average minute" in local markets like Macon, Augusta, and Savannah, to offer them commercial ratings.<br /><br />For now, media buyers are stuck with program ratings that merge “live” and “time-shifted” viewing into one ambiguous number.<br /><br /><span style="font-style: italic;font-size:78%;" >Credits to David Goetzl, Media Daily News, 3/26/09; Jim Cooper, Adweek Media, 1/19/09, Kevin Gallagher, TV Week, 12/15/08; Wayne Friedman, TV Week, 11/14/05, Steve Sternberg, Media Week, 9/18/06.</span></span></span><br /></div><span style="font-family:times new roman;">....................................................................................................................................... </span><br /><span style="font-family:times new roman;">Haynes Marketing Network is a full-service marketing and advertising agency</span><br /><span style="font-family:times new roman;">in Macon, Ga. 478-742-5266 <a href="http://www.haynesmarketing.com/">http://www.haynesmarketing.com/</a></span><br /><span style="font-family:Times New Roman;"></span><br /><span style="font-family:Times New Roman;"></span>Haynes Marketing Networkhttp://www.blogger.com/profile/07874460081969151841noreply@blogger.com0tag:blogger.com,1999:blog-2149902574006167966.post-19464786610674953652009-04-16T15:42:00.018-04:002009-05-11T14:48:25.111-04:00DVRs undermine TV ads<div align="left"><div style="WIDTH: 500px"><p><span style="font-family:times new roman;"><span style="font-size:130%;"><br /><span style="font-size:180%;">I</span>N a recent study, sales of a certain packaged-goods brand ran 12% lower in homes that had used DVRs for 18 months than in homes without DVRs.</span></span></p><p><span style="font-family:times new roman;"><span style="font-size:130%;"><br />In the same study, another brand lost 5% of its sales in DVR households. A third lost only 1%.</p><p><br />In fact, in every DVR household, sales of all products were down, and sales of new products were down the most.<br /><br /><strong>Loss of ads means loss of sales.</strong><br /><br />The reason for this is that viewers in DVR homes are not seeing commercials. While viewers of “live” TV see about 80% of the ads, those who watch “time-shifted” TV see as few as 10%. They are zapping the ads.<br /><br /></span><span style="font-size:130%;"><strong>Why the losses were different.<br /></strong><br />The brand that lost 12% of sales is in a price-sensitive category, and its severe drop might be due to the fact that, without its TV ads, it could not overcome the price sensitivity of consumers who did not see those ads.</span></p><span style="font-size:130%;"><p><br />The brand with almost no sales loss may not have had effective ads to begin with, so loss of ad exposure did not hurt. Or, it ran heavily on weather, sports, or news programming, which even DVR users usually watch live.</p><p><br />New products suffered most probably because they get most of their awareness from TV ads.<br /><br /></span><span style="font-size:130%;"><strong>What to do about this?<br /></strong><br />1. Prepare ads for high-speed viewing. Keep ‘em simple. Use clean graphics. Keep the primary offer on the screen for several seconds. Keep the logo prominent the entire ad. Even if viewers zap the ad, they might see the final second or two with the logo.</span></p><p><span style="font-size:130%;"><br />2. Pick live audiences for your ads. Up to 40% of prime and soap audiences in DVR homes watch on a delayed basis, but usually watch sports, news, weather, and syndicated shows live.<br /><br /></span><span style="font-size:85%;"><em>Credit: Jack Neff, TV Week 3/5/07, & Ad Age; TVWeek; (TVWeek Jan. 26, 2009, by Jon Lafayette; TVWeek Jan. 15, 2007, Mitch Burg; (TVWeek Feb. 26, 2007, Adam Armbruster)<br /></em></span></span><br /></p></div></div><br /><span style="font-family:Times New Roman;font-size:130%;"></span><br /><span style="font-family:times new roman;">....................................................................................................................................... </span><br /><span style="font-family:times new roman;">Haynes Marketing Network is a full-service marketing and advertising agency</span><br /><span style="font-family:times new roman;">in Macon, Ga. 478-742-5266 <a href="http://www.haynesmarketing.com/">http://www.haynesmarketing.com/</a></span><br /><span style="font-family:Times New Roman;"></span><br /><span style="font-family:Times New Roman;"></span>Haynes Marketing Networkhttp://www.blogger.com/profile/07874460081969151841noreply@blogger.com1tag:blogger.com,1999:blog-2149902574006167966.post-34386901483501909152009-03-16T14:05:00.000-04:002009-03-17T15:31:48.516-04:00Growing sales in 2009<span style="font-size:130%;"><span style="font-family:times new roman;"><span style="font-size:180%;">P</span>eople are still spending money; restaurants are still<br />busy. Here’s how to get those who still have money to<br />spend some of it with you.</span><br /></span><span style="font-family:times new roman;"><br /><span style="font-size:130%;"><strong>Get back to basics</strong> with your message – back to why<br />the customer is buying from you in the first place. Has<br />your advertising gotten vague or self-indulgent over the<br />last few years? Consider a new, simple and frank message.<br />An “under-produced” ad may work better than anything<br />else you’ve done lately. </span></span><br /><span style="font-family:times new roman;"><br /><span style="font-size:130%;"><strong>Close the deal.</strong> In your ads, ask consumers to act now,<br />and tell them what to do – maybe visit your Web site, or<br />one of your stores. Why captivate a consumer without<br />motivating an action? Ask for the order.<br /><br /><strong>Promote a value.</strong> Consumers are more careful with<br />their money, but many will buy when you show them a<br />value to buying now. McDonald’s ‘08 sales went up 3%<br />with its dollar menu.<br /><br /><strong>Promote a bonus.</strong> A gift with purchase will bring your<br />current customer back sooner and also lure new customers.<br />Even some car dealers are out with buy-one-get-one<br />car<strong> </strong>sales.<br /><br /><strong>Ask for referrals</strong> and give rewards. Referrals are many </span></span><br /><span style="font-family:times new roman;"><span style="font-size:130%;">times more likely to buy than other potential customers, </span></span><br /><span style="font-family:times new roman;"><span style="font-size:130%;">and </span></span><span style="font-family:times new roman;"><span style="font-size:130%;">they buy at a higher profit margin than average.<br /><br /><strong>Delight the customer. </strong>Walmart welcomes customers with</span></span><br /><span style="font-family:times new roman;"><span style="font-size:130%;">a free coffee station. A local car dealer offers free car<br />washes any day of the week. This keeps customers coming<br />back and the salespeople can say hello to their customers<br />without any pretense.</span><br /></span><br /><span style="font-size:85%;"><span style="font-family:times new roman;"><em>Adam Armbruster, TVWeek, 01/19/09</em><br /></span></span><span style="font-family:times new roman;">....................................................................................................................................... </span><span style="font-family:times new roman;"><br />Haynes Marketing Network is a full-service marketing and advertising agency</span><br /><span style="font-family:times new roman;">in Macon, Ga. 478-742-5266 <a href="http://www.haynesmarketing.com/">www.haynesmarketing.com</a></span><br /><br /><p></p>Haynes Marketing Networkhttp://www.blogger.com/profile/07874460081969151841noreply@blogger.com0tag:blogger.com,1999:blog-2149902574006167966.post-58582036999902908992009-03-16T14:03:00.000-04:002009-03-17T15:33:34.898-04:00A marketing plan tells where you're going, and how you will get there<span style="font-family:times new roman;font-size:130%;"><span style="font-size:180%;">I</span>n these times, a marketing plan is more important than ever. </span><br /><span style="font-size:130%;"><span style="font-family:times new roman;">Usually, a plan has four parts.</span><br /></span><span style="font-family:times new roman;"><br /><span style="font-size:130%;">1) The <strong>situation analysis</strong> examines the strengths, weaknesses,<br />opportunities, and threats – SWOT – which your business faces.</span></span><span style="font-size:130%;"><br /><span style="font-family:times new roman;"><strong>Strengths</strong> and <strong>weaknesses</strong> are the competitive advantages and </span><br /><span style="font-family:times new roman;">disadvantages of your company versus others in the same or </span><br /><span style="font-family:times new roman;">related fields. <strong>Opportunities</strong> identify circumstances, current </span><span style="font-family:times new roman;">and </span><br /><span style="font-family:times new roman;">future, from which your business expects to benefit. <strong>Threats</strong> are </span><br /><span style="font-family:times new roman;">those obstacles which will prevent your taking advantage of </span><br /><span style="font-family:times new roman;">opportunities. </span><br /></span><span style="font-family:times new roman;"><br /><span style="font-size:130%;">2) <strong>Goals</strong> are the results you want your company to achieve, </span></span><span style="font-size:130%;"><span style="font-family:times new roman;">while </span><br /><span style="font-family:times new roman;"><strong>objectives</strong> are the specific steps toward each goal. </span><span style="font-family:times new roman;">If the goal is to </span><br /><span style="font-family:times new roman;">increase sales of sports cars at a dealership by 10 percent, one </span><br /><span style="font-family:times new roman;">objective might be to increase sales of a specific model by 15 </span><br /></span><span style="font-size:130%;"><span style="font-family:times new roman;">percent.<br /><br />3) <strong>Strategies </strong>and <strong>tactics</strong> are the courses of action to reach </span><br /><span style="font-family:times new roman;">these goals and objectives. In our car example, one advertising </span><br /><span style="font-family:times new roman;"><strong>strategy</strong> could be to promote the car model in mass media that</span><br /><span style="font-family:times new roman;">targets 35-45 year-old males with high disposable incomes. </span><br /><span style="font-family:times new roman;">One <strong>tactic </strong>might be to place ads on radio stations which reach </span><br /></span><span style="font-size:130%;"><span style="font-family:times new roman;">that group effectively.<br /><br />4) <strong>Budgeting</strong> requires that each tactic be assigned a realistic<br />cost. </span><br /></span><span style="font-family:times new roman;"><br /><span style="font-size:130%;">The marketing plan’s priorities are: a) protect current market</span></span><span style="font-size:130%;"><br /></span><span style="font-size:130%;"><span style="font-family:times new roman;">share; b) expand primary market; c) develop secondary markets.<br /><br />Create a plan for a year and update it quarterly, or when<br />market conditions change dramatically.</span><br /></span><span style="font-family:times new roman;font-size:130%;"><br />By being among the few who have an up-to-date marketing<br />plan, you gain a significant advantage against competitors,<br />most of whom do not have one. </span><br /><span style="font-family:Times New Roman;font-size:130%;"></span><br /><span style="font-family:times new roman;">....................................................................................................................................... </span><br /><span style="font-family:times new roman;">Haynes Marketing Network is a full-service marketing and advertising agency</span><br /><span style="font-family:times new roman;">in Macon, Ga. 478-742-5266 <a href="http://www.haynesmarketing.com/">www.haynesmarketing.com</a></span><br /><span style="font-family:Times New Roman;"></span><br /><span style="font-family:Times New Roman;"></span>Haynes Marketing Networkhttp://www.blogger.com/profile/07874460081969151841noreply@blogger.com0tag:blogger.com,1999:blog-2149902574006167966.post-13028787867550533382009-03-16T14:01:00.000-04:002009-03-17T15:34:02.062-04:00Marketing is all you do to create a customer<span style="font-family:times new roman;font-size:130%;"><span style="font-size:180%;">A</span>nd to make that customer a zealous convert to the way<br />you do business. </span><br /><span style="font-family:times new roman;font-size:130%;"><br />Advertising, selling, and product development are all marketing.<br />How your people dress is marketing. The location and<br />appearance of your stores is marketing. Your quality and service<br />levels are marketing.<br /><br />All of these count, because marketing starts with a<br />problem, not a product. What customers really buy is a<br />belief that you will deliver on your implied promise to<br />solve their problem. Your marketing builds that belief.<br /></span><br /><span style="font-family:times new roman;">.......................................................................................................................................<br />Haynes Marketing Network is a full-service marketing and advertising agency </span><br /><span style="font-family:times new roman;">in Macon, Ga. 478-742-5266 <a href="http://www.haynesmarketing.com/">www.haynesmarketing.com</a></span><br /><span style="font-family:Times New Roman;"></span><br /><span style="font-family:Times New Roman;"></span></span>Haynes Marketing Networkhttp://www.blogger.com/profile/07874460081969151841noreply@blogger.com0tag:blogger.com,1999:blog-2149902574006167966.post-50174595291767080072009-03-16T13:49:00.000-04:002009-03-18T12:14:08.593-04:00Recession: a great time to steal market share<span style="font-family:times new roman;font-size:180%;color:#000000;"><strong>Y</strong></span><span style="font-family:times new roman;"><span style="font-size:130%;"><span style="color:#000000;">our rivals are slashing their ad spending.Consider the<br />opportunity.</span></span></span><br /><span style="font-family:times new roman;"><span style="font-size:130%;"><span style="color:#000000;"><br />In effect, they are leaving the field of battle – the mind<br />of the consumer – to whoever is willing to take it.</span></span></span><br /><span style="font-family:times new roman;"><span style="font-size:130%;"><span style="color:#000000;"><br />If you have the money (and maybe the bravado), now<br />is your chance to capture, on the cheap, what you’ll pay<br />dearly for at a later date – market share. Here’s why.</span><br /></span></span><span style="color:#000000;"><br /><span style="font-family:times new roman;"><span style="font-size:130%;"><strong>More consumers are viewing more media</strong><br /><br />Consumers are cutting back on shopping, travel, </span></span></span><br /><span style="color:#000000;"><span style="font-family:times new roman;"><span style="font-size:130%;">entertainment. They are spending more time indoors in </span></span></span><br /><span style="color:#000000;"><span style="font-family:times new roman;"><span style="font-size:130%;">activities that don’t incur high costs. That means more </span></span></span><br /><span style="color:#000000;"><span style="font-family:times new roman;"><span style="font-size:130%;">time viewing the television screen (broadcast, cable, </span></span></span><br /><span style="color:#000000;"><span style="font-family:times new roman;"><span style="font-size:130%;">video-on-demand, DVDs, the Web) and the printed page</span></span></span><br /><span style="color:#000000;"><span style="font-family:times new roman;"><span style="font-size:130%;">(magazines, newspapers, novels).<br /><br /><strong>More viewers, but fewer ads</strong><br /><br />While consumers are spending more time viewing media,<br />marketers are cutting back on the number of ads they give<br />them to view. Fewer ads are placed, so there are fewer ads<br />to clutter the environments in which those ads appear. Ads<br />that are placed have a better chance of being noticed and<br />understood.<br /><br /><strong>Less cost to reach these viewers</strong><br /><br />When a lot of advertisers reduce their buying, it creates a<br />lot of unsold inventory at media outlets. To meet revenue<br />goals, media are reducing their rates — up to 30% in some<br />Georgia markets.<br /><br /><strong>Grab a bigger share of mind and market</strong><br /><br />Sales is the most critical roI metric. And, though marketers<br />who continue advertising in a recession will capture a </span></span></span><br /><span style="color:#000000;"><span style="font-family:times new roman;"><span style="font-size:130%;">greater </span></span></span><span style="color:#000000;"><span style="font-family:times new roman;font-size:130%;">share of fewer sales, roI will suffer. </span></span><br /><span style="font-size:130%;"></span><br /><span style="font-size:130%;"><span style="color:#000000;"><span style="font-family:times new roman;">However, an increase in </span></span><span style="color:#000000;"><span style="font-family:times new roman;">mind share results in an increase in </span></span></span><br /><span style="font-size:130%;"><span style="color:#000000;"><span style="font-family:times new roman;">market share. And, a </span></span><span style="color:#000000;"><span style="font-family:times new roman;">larger mind share gained in a depressed </span></span></span><br /><span style="font-size:130%;"><span style="color:#000000;"><span style="font-family:times new roman;">market turns into a </span></span><span style="color:#000000;"><span style="font-family:times new roman;">larger market share when the market expands. </span></span></span><br /><span style="color:#000000;"><span style="font-family:times new roman;font-size:130%;"></span></span><br /><span style="font-size:130%;"><span style="color:#000000;"><span style="font-family:times new roman;">An advertising </span></span><span style="color:#000000;"><span style="font-family:times new roman;">message is like a walk through an unspoiled field </span></span></span><br /><span style="font-size:130%;"><span style="color:#000000;"><span style="font-family:times new roman;">of grass. </span></span><span style="color:#000000;"><span style="font-family:times new roman;">Walked through only once or twice, the path soon will </span></span></span><br /><span style="font-size:130%;"><span style="color:#000000;"><span style="font-family:times new roman;">be lost. </span></span><span style="color:#000000;"><span style="font-family:times new roman;">But, walking the path over and over makes it the </span></span></span><br /><span style="font-size:130%;"><span style="color:#000000;"><span style="font-family:times new roman;">preferred </span></span></span><span style="color:#000000;"><span style="font-family:times new roman;"><span style="font-size:130%;">route.<br /></span><br /></span></span><span style="color:#000000;"><span style="font-family:times new roman;"></span></span><span style="font-size:130%;"><span style="color:#000000;"><span style="font-family:times new roman;">Marketers who keep delivering their message establish their paths </span></span><br /></span><span style="color:#000000;"><span style="font-family:times new roman;font-size:130%;">for the coming rebound.<br /></span><span style="font-family:times new roman;"><br /><em>Credits to Mark Dominiak and TelevisionWeek, Jan. 9, 2009</em> </span></span><br /><span style="color:#000000;"><span style="font-family:times new roman;">....................................................................................................................................... </span><br /></span><span style="font-family:times new roman;"><span style="color:#000000;">Haynes Marketing Network is a full-service marketing and advertising agency </span></span><br /><span style="font-family:times new roman;"><span style="color:#000000;">in Macon, Ga. 478-742-5266 <a href="http://www.haynesmarketing.com/">http://www.haynesmarketing.com/</a></span></span><br /><span style="font-family:Times New Roman;"></span><br /><br /><span style="font-family:Times New Roman;"></span>Haynes Marketing Networkhttp://www.blogger.com/profile/07874460081969151841noreply@blogger.com0