You’ve just bought a new car. Feeling carefree and mighty pleased with yourself, you enjoy the drive home. Upon backing into the driveway to park, however, your brain plays a trick on you, and just as in “Ferris Bueller’s Day Off,” somehow you accidentally hit the wrong pedal when you intend to park. Your brand new, beautiful car lunges through the garage at top speed and out through the backwall, which unfortunately is on […]
Wine Intelligence just surveyed 900 regular, wine-drinking Americans to find out if label color influences their purchasing decisions. The result?
“Our research suggests that simply changing a packaging colour can explain a 22% increase in “intent to purchase” and an increase of $0.50 of expected price (comparing Red vs. Grey).”
Voila! You can read the short report to get all the details. But it appears to be a well-planned and executed survey—not “garbage in, garbage out” […]
For any business, a website has long been as essential as we used to think business cards were. Websites serve as our business’ 24/7/365 “open store.” No matter where you are on the planet, in any time zone (as long as you have internet access), you can find out quite a lot about any business with a public website. (And with the advent of social media; open review platforms like Yelp; and searches on Google; we now […]
You’ve heard the expression, “Make hay while the sun shines!” I’m a little late to the “haymaking,” but I wanted to comment on the recent Supreme Court case decision on marriage equality while the sun was still shining on these long summer days. (Better late than never!)
The Supremes provide great fodder for all manner of creativity this time of year when many of the past year’s rulings are given to the public and become the law of […]
Marketing any business can be a daunting task. But when you compound that effort with an array of obstacles, climbing that that mountain to success can appear to be more difficult to navigate than ever before. My guest on “Marcia’s Medleys” did just that: She trained for an entirely new career; moved across the country to launch it; had few contacts in her new hometown of Sonoma; and entered the medical profession — not exactly a field […]
Great photography is a crucial element of successful marketing. With iconic images, such as the milk-moustached celebrities enjoying a glass of moo juice all the way back to the dog listening to the Victrola, strong visual images have been central to make or break successful brand marketing.
DIY or Hire a Pro?
Over the years equipment has technically improved considerably, making the capture of wonderful shots easier. But only a professional photographer has the experience and skill sets to consistently produce […]
According to a 2012 study by the Event Marketing Institute, 58% of event marketing participants purchased the marketed product after the event, and 86% of these consumers became regular customers. With those kinds of results, what is event marketing? And should you incorporate it into your marketing strategy?
Here’s one definition of Event Marketing:
Event marketing is a promotional strategy that involves face-to-face contact between companies and their customers at special events like concerts, fairs, and […]
You’ve overcome the obstacles of remembering to ask, or being afraid to ask, for testimonials. You’ve worked out the best methods for asking to get succinct and wonderful reviews from your clients. Now what?
It’s time to choose one or more methods to obtain them. The first obstacle to overcome is that those great reviews are still stuck in your customers’ heads. How do you get them onto your own site(s) so that they’re useful to […]
In How to Get a Great Testimonial (Part 1), we addressed how to overcome the initial hurdles of getting great testimonials. By now you should be past the fear of, or forgetting to, ask for raving reviews of your work.
You’ve now asked for the testimonial – at the right time (when the customer is most happy with her purchase), using the right medium (email, online, phone, snail mail…) How can you ensure […]
Ever since Amazon seamlessly melded products with their consumer reviews, B2B and B2C businesses have been working to incorporate reviews and testimonials into their on- and off-line communications. It’s understandable since rave reviews go a long way towards shortening the typical sales cycle and converting at a higher rate. (“If “Frustrated Jane” love this service, then the likelihood I will too just went up considerably.”)
“I Forget to Ask for Testimonials”
Here’s a short list of obstacles […]