Archive for: May, 2023

Direct Mail Marketing: Why Use It Versus Any Other Form of Advertising?

May 27 2023 Published by admin under Uncategorized

Why do a lot of businessmen use direct mail? Well, it’s because a lot of the consumers nowadays are much more up-to-date and sophisticated than before. Advertisements from television, radio, magazines, and internet are just everywhere so, it is of much difficulty to catch people’s attention. So, the question that is bothering most businessmen is how to effectively reach their target customers without spending their entire advertising budget especially if they don’t have that much. The most practical answer to that is through direct mail.

The emergence of direct mail marketing is quite beneficial nowadays. It’s the only kind of advertising that can directly pinpoint the target clients and can give immediate response rates. So by using direct mail, there’s not much of a waste of resources and time. Unlike the other forms of media, direct mail gives an opportunity to really have a more personalized interaction or encounter with your target audience. If you have a “landscaping business” for example, in direct mail, you would only be advertising to people who are interested in such business and not advertise the same business to “apartment dwellers” as well, which are commonly happening to other forms of advertising.

Direct mail gives you full control of your budget because you can exactly trace how many pieces you have sent out during the whole campaign and who received them. You will know also how much everything costs which makes everything easy to calculate the cost-per-order or the cost-per-response. With this kind of advertising, repeat business and income that the sequence of mailings has generated for the benefit of your business can even be tracked with much ease and convenience.

Another thing that you have to consider in direct mail marketing is to make use of the same source for printing and mailing. Maybe you’re now asking why. Well, the reason for doing so is for you to avoid finger pointing between the two companies should you use two separate firms for printing and mailing. The best thing to do is use one company for both so that if there’s any trouble or delays, you can only refer your complain or receive an update from one company.

Another reason why you have to get the service of one company for both the printing and mailing process is that you can receive more guidance when it comes to your printing layout so that it would comply to the guidelines imposed by any mail house. So, instead of changing the print outs over and over again to pass with the mailing standards imposed, you wouldn’t have to do that anymore if you use just one company for both processes.

These are just few of the guidelines that you have to remember when doing direct mail marketing. If done right, for sure it can become the best marketing tool that can generate more income and boost more profit compared to other forms of advertising.

Comments are off for this post

What Can the Direct Marketing Services Industry Do For You?

May 26 2023 Published by admin under Uncategorized

The roughly 3,700 direct marketing services industry in the United States produce a combined annual revenue in excess of eleven billion dollars. The typical account executive in a direct marketing services company is responsible for about $150,000 in revenue per annum.

These companies earn their keep by helping you to make your direct response advertising campaigns successful by using media such as email, snail mail, telemarketing, cell phone text messaging, radio, and television. Although the industry is quite fragmented, the fifty largest companies are responsible for approximately forty five percent of this revenue.

Direct marketing services companies can offer you and your company five major services. They are concept development, mailing list services, letter shop services (this service prepares and sorts your mail pieces), printing, and full direct mail services. There are several other services these companies offer to help you to advertise your products and / or services. They include distribution, sales promotion and fulfillment. The full direct mail services, which account for almost $7 billion dollars per year in revenue in the US, includes concept development, mailing list, letter shop, and printing services.

The Biggest Benefit of Direct Marketing Services

One of the biggest benefits of direct marketing is being able to test concepts and campaigns for a relatively small amount of money before you commit significant amounts of money to any project. The company you work with should be able to take a small sample to test the concepts you agree on.

If the test does not produce the results you want it can either be tweaked or abandoned. However, when the test is successful it can then be replicated on a much larger scale. And because the parameters will be the same you should expect a very high probability of success.

When deciding which company to hire, business owners who want to compete in a specific geographic market or type of service often choose a small companies. That’s because smaller direct marketing service companies can specialize in a particular industry and area. However, they can cost more to work with than larger companies because a large direct marketing company has the benefit of economics of scale throughout their operations.

Whatever route you take a little research prior to hiring a direct marketing firm can go a long way. Make sure to interview the company before climbing onboard. Find out if they will take the time to thoroughly understand what your business does, how it operates, and what you are looking for. Only then can they generate the most effective sales leads and material for you.

Highly effective companies will help you to increase your conversion rates by optimizing your campaign over time. They can also show you how to invigorate your old leads and bring life into sales leads that you were not able to sell before.

Comments are off for this post

Do Marketers Need To Be Different To Be Direct?

May 25 2023 Published by admin under Uncategorized

TARGETING & SEGMENTATION
Introductory marketing teaches us to make several assumptions and generalisations on the market. Top on that list, it is vital for a brand to narrow its target audience down to a set of demographic qualities based on age, sex, income etc. Even a brand like Coca-Cola, which has near universal appeal, targets their product toward youth. Beyond the target market there will be a number of market segments, again defined by geo-demographic characteristics. In traditional marketing, defining a market and its segments will build a picture of an audience which impacts on both the creative employed and the media buying strategy.

Do these methods of targeting and segmentation translate into Direct Marketing?
In fact, they’re surprisingly unimportant. What’s important is that communications are relevant and are therefore based on real customer knowledge rather than generalisations. A unique creative approach for each customer tends to be cost-prohibitive and unrealistic (yes, in some niche business-to-business exercises it may be feasible). Some broad segmentation should be applied to drive the bulk of the creative outcome. These segments must work alongside copy change-outs to complete the communication. But this is a secondary concern.

Even the act of segmentation is different in Direct Marketing because it is developed from hard customer information rather than market research. To segment a database, data-mining techniques that account for combinations of every possible information variable are used (including transactional data), rather than a broad geo-demographic profile. But the segmentation is just the beginning, the driver for the message platform and tone & manner.

PERSONALISATION & RELEVANCE
Direct Marketing talks to individuals, not markets. This is where traditional targeting methods fail when they’re bolted on to Direct Marketing. Instead of broad segmentation it is critical we appreciate that each customer is unique. So we must utilise every piece of information to make the message more relevant and effective.

For a start, it is proven that simple personalisation (such as prominent placement of name and address), will significantly increase response rates. Using transactional data and linking your message with a customer’s known behaviour is more powerful again – it shows you understand the customer and that you’re adapting your product or service offering for their needs.

Building a tailored approach makes for multiple copy versions within a single segment execution. But the additional effort and expense is worthwhile for its immediate impact and response, as well as the long-term benefit to the brand.

Using the available data to better personalise and add relevance to the communication should be a key distinction in personalised marketing efforts versus mass market communications. It will also make for better targeting as there will be situations where a relevant link cannot be made and some customer groups may be eliminated from the distribution. It makes the customer feel like you’re delivering them a service. While all direct communications make a noise, those that communicate service are the messages people absorb. They make the recipient feel like more than just another customer. The communication has considered the individual and they feel privileged to receive your message. Just as important, the restricted and more responsive audience will result in decreased costs, improved ROI and protection of the brand.

ADVERTISING VERSUS CUSTOMER SERVICE
Customer service is what finally differentiates direct communications from Traditional Advertising. In direct, the media is the property of the recipient so it’s important there’s something in it for them. An ‘ad in an envelope’ (or worse still, an ad in an email or text message) becomes an annoyance. If you address something specifically to an individual, they expect that communication is about them rather than some irrelevant chest-thumping about your product or brand. Far too often the traditional marketer’s view of integration is to put a stamp on their ad. Or thoughtlessly email or SMS the body copy to all their customers.

This hurts the entire Direct Marketing medium because consumers become tired of irrelevant messages intruding into their private space.

The best customer service messages hit customers at the right time in their relationship. By contrast, traditional advertisers bring a ‘campaign mentality’ to Direct Marketing. Following this thinking, all customers receive communications at the same time. The truth is relevance is more easily created with triggered messages driven by customer behaviour. Reputable direct marketers are acutely aware of this and explore database activities that promote a new product or service while also delivering a service message to customers.

Electronic communications that are activity driven are particularly useful for time-sensitive service messages. It can actually add to customer convenience to receive email or text messages. And for the marketer the business opportunities are endless. Imagine if your insurance company could text message you in advance of a localised flood warning, or if your bank could email you to advise your credit card was approaching its credit limit. Customers are thankful for these communications; they provide a tangible benefit for engaging and opting to receive electronic communications.

Nothing compares to direct for delivering this information. Particularly in an electronic format because they are both directed to an individual and are time-critical. These newly formed channels supplement the existing communications mix and exist for the customer’s benefit. They are not simply substitutes for traditional messages in an effort to save marketing costs with no thought for what the customer would prefer.

CREATIVE EXECUTIONS
The creative boundaries within Direct Marketing are yet to be reached and the majority of executions fail to explore the possibilities of the medium. This is a hangover from the frequency principle employed in traditional advertising and the false notion that direct executions are about the brand first and the message second.

With Direct Marketing the customer owns the message and will actively choose whether they take it in. The execution needs to immediately show the recipient that it’s a completely new message and to this end, the communication should be clearly distinct from previous contact. The message should retain consistency to the degree that it is obvious who it’s from, but the message must scream above the corporate branding. A template approach is often employed, meaning that visually the messages blur together with a degree of sameness rather than being received with impact. But designers are not Direct Marketers.

No other medium offers the creative freedom of direct mail. Yet most direct mail fails to engage the senses and is lost in a sea of white window DL envelopes. Customers receive mail from a number of places and to engage an audience the execution needs to stand apart. Mail offers unparalleled flexibility in terms of format – there are practically no size or shape constraints. Perhaps it’s because Traditional Advertisers and designers are used to fitting into standards dictated by a medium (press, billboard, TV) that they treat direct mail the same way. They see an A4 letter and a DLE insert as a starting canvas whereas the reality is an open book.

Creative freedom also suffers where marketers are guilty of trying to get their message to as many people as possible rather than improve the targeting. We all know Pareto’s Law or the 80/20 rule, yet too often the entire database is treated as equal. By focusing on just the top customers or prospects and delivering a stronger, non-standard creative execution the message can be made more compelling and results magnified. A smaller, targeted audience will result in more to spend on those that count. An improved per-unit budget allows things to be done differently, ensuring the communication is not just read but also remembered and acted on.

CONCLUSION
Direct Marketing is not simply about creating awareness, it’s about delivering results, creating new customers and selling more to them. As shareholders and CEO’s demand a return on investment, it’s understandable that marketers are turning to Direct Marketing for answers. It’s here that they need to pause and note that Direct Marketing is a unique craft and counter-intuitive to Traditional Advertising thought processes. Until they rethink, the credibility of Direct Marketing will suffer through poor executions.

The potential of Direct Marketing is clear. Despite traditional thinking leading to sub-optimal planning and executions, many businesses have still generated positive returns from their Direct Marketing. But they have merely scratched the surface of what can be achieved. With the right assistance there remains potential to unlock increased returns and improve long-term customer satisfaction.

To make Direct Marketing work, marketers need to grasp the unique complexities of the media. The explosive growth and competition for the customer’s time will challenge marketers, demanding stronger executions to break through the clutter. All businesses looking to maximise a return from marketing should elicit the help of a true Direct Marketing specialist. Do this and these businesses will not only improve their success, they may profit where they had previously failed. Direct marketing does work… in the right hands.

Comments are off for this post

Marketing Strategy 101: 10 Marketing Strategies I Learnt From My Oral Surgeon

May 24 2023 Published by admin under Uncategorized

This is how the conversation went on my follow-up visit to the oral surgeon,
10 days after he removed 2 lower wisdom teeth.

“Go down the hallway, enter the second door on the right and take a seat in
the dentist’s chair,” said the receptionist after calling my name out to the
5 people in the waiting room.

“How is it all going?” asked my oral surgeon slapping on a pair of
examination gloves.

“Great” I replied truthfully. “I’ve been totally pain free since the
operation.”

“You won’t be when you get my bill!” he said in half jest.

“I’ve already paid it and by my calculations, I reckon you’re grossing more
than one and a half million dollars a year in revenue?” I quickly asked
combining my MBA training with years spent questioning people as a
broadcaster.

“You might be right, but I wouldn’t know, I just concentrate on the
patients,” was the last thing he said before I opened my mouth and he
examined the 2 sockets where my wisdom teeth once resided.

“They’re looking good, rinse with salt water regularly and call me if
there’s a problem,” were his last words as I was ushered out.

That was it, all over in a matter of minutes. What is the point of sharing
this with you? Well, I learnt a lot about marketing from the service I
received from my oral surgeon.

Here are my insights and how you can apply these strategies to your own
business, career or life.

1. PROVIDE SOLUTIONS TO PEOPLE’S PROBLEMS

Two months earlier I hadn’t been able to sleep because of an intense,
searing pain coming somewhere from the back of my lower jaw. Despite taking
painkillers, it got worse until the whole side of my face started to swell
up like a football. In desperation at 3.30 am, I rang the only dentist I
could find listed in the Yellow Pages with an after hours number. I woke him
up. Then briefed him and he told me how much it would cost to get him and
his dental nurse out of bed and into his surgery. I decided to endure the
pain in my head instead of in my wallet.

I was on his surgery door as soon as it opened and the diagnosis of a
compacted wisdom tooth that had become infected was confirmed. I was able to
get to see my family dentist later in the day and he prescribed antibiotics
and recommended I see an oral and maxillofacial surgeon. He would solve my
problems. In fact, he was so busy solving problems he was completely booked
out for the next 2 months.

What problems do you solve for people?

2. BUILD YOUR BUSINESS OR CAREER ON REFERRALS

My family dentist had a stack of business cards from the oral surgeon. He
handed me one and said “this guy is the best in town, try and see him within
the next 2 months.”

The oral surgeon’s business is built completely on referral business.

How can you get referrals for your business or dream job?

I’ve learnt, if you don’t ask for or have a system for referrals, no matter
how busy you are now, future work has the potential to dry up.

3. LOOK AT A BUSINESS MODEL WITH A CONSISTENT DEMAND

One of the great things about the hairdressing industry is that people’s
hair never stops growing and so they always need it cut. It’s the same for
lawn mowing services and extracting wisdom teeth. There’s a constant demand.

I’ve learnt this in my own business and understood that for certain clients,
like those who have a regular turnover of leadership positions due to set
election periods, there is always going to be a constant change of people,
and in many cases a regular demand to provide media training for new people
as they rise up the ranks and take over leadership positions.

Look for opportunities where there will be a constant demand for your skills
and services.

4. QUALIFICATIONS BUILD CREDIBILITY

I noticed my oral surgeon had his University degrees and professional
qualifications printed on his business card as well as hanging on his office
wall in his surgery.

This provides third party endorsement, which builds credibility and trust
with patients and customers alike.

How do you use your professional qualifications to build your credibility?

Interestingly, a fellow speaker who works in the health sector shared this
gem in a recent newsletter. “Part of what I’ve been talking about involves
building trust between health professionals and their clients. Consequently,
my eye was caught by the following research report in New Scientist,
(4th Jan 2003). Robert Hash and his colleagues at Mercer University in
Georgia have found that patients judge medical advice by the weight of their
doctor. They studied 200 patients of 5 doctors and found that the medical
information and advice given by doctors who were judged to be overweight
was not trusted as much as that given by those perceived to be leaner.
The article said, “If you don’t look too healthy yourself, your patients may
be more inclined to take your advice with a pinch of salt.”
(Source: Rachel’s Reflections By Rachel Green 31-Jan-2003, Number 106)

Live your message and be a walking, talking example of the solutions you
offer. Fail with this and your credibility within the marketplace will
diminish.

5. COME UP WITH A UNIQUE BRAND

I noticed my oral surgeon shared consulting rooms with another oral surgeon
with exactly the same qualifications. Both of their business cards sat at
the reception desk.

One was plain, white and simple. The other had an interesting, colourful and
creative logo incorporating two faces. Which do you think got my attention?

6. PROVIDE THE CLIENT WITH THREE OPTIONS

Fresh from my new knowledge after hearing New York-based speaker, author and
consultant Alan Weiss Ph.D CSP present, I found my oral surgeon also used
this technique.

He presented me with 3 options – do nothing, have my wisdom teeth out with
just a local pain killer or have them removed under a general anaesthetic.
All had varying costs and consequences.

I had previously consulted my older brother, an orthopaedic surgeon who had
a similar operation 2 years ago. He chose the latter and so did I.

What options can you provide clients?

By the way, the third option I chose was the most expensive!

7. BACK YOUR OPTIONS UP WITH EXAMPLES

Tangible examples help people make a decision and take action. Often this is
based on emotion.

My oral surgeon pulled out his ‘horror photos’ (his words not mine) and said
“this is what can happen if you don’t have your wisdom teeth removed”.

One look and I was convinced.

What examples, evidence or proof can you provide to help convince your
prospects, customers or clients they need your services.

8. MAKE IT EASY FOR CLIENTS, PROVIDE A PATH OF LEAST RESISTANCE & ADD VALUE

My oral surgeon is located right next door to a day hospital. This is a new
service he has only been offering since the beginning of the year.

Convenience for clients can be a big factor. I was in hospital by 10am and
out by 3 o’clock in the afternoon. Sure it was more expensive and an added
value service. But I’m busy, am motivated by rational self-interest
(especially when it comes to pain) and am willing to pay extra for the
convenience.

How can you add value to your services?

9. PROVIDE WRITTEN DETAILS

My oral surgeon provided written details of what to do prior and post the
operation. This was clear, precise and invaluable.

How can you apply this to your business?

10. REVIEW, EVALUATE AND FOLLOW-UP

Again, my specialist had a proven follow-up system to evaluate how the
operation went.

How can you do the same for your business. Most of us forget the follow-up,
but it is the most important

Comments are off for this post

Doing Your Best To Market Your Business In Today’s Economy

May 23 2023 Published by admin under Uncategorized

When it comes to marketing your products and services, there are all kind of roads to take. You can do yellow page advertising, direct mail, newspaper advertising, internet marketing, and etc. Now even though all of these techniques can work to bring you more customers, there are only 1 or 2 of the strategies out of the bunch that will deliver you the most sales.

How do I know that? Well it’s because I know the math of my business. The biggest question that you need to ask yourself is whether or not you can go negative to acquire a new customer. If you can, then more than likely you have a strong value in the “lifetime average value” of a customer in your business.

If it costs you $50 to get a customer, but this average customer spends only $2000 throughout their entire life time with you… wouldn’t you say that it’s a good trade-off? I think so, but it’s something that a lot of business owners don’t think about at all. To make the transition from an average business owner to someone who is really bringing in the cash, you need to be aggressive with your marketing approach.

It’s time to take action, and the first thing that you will want to start with is your display ad. Your display ad should follow all of the rules of direct response marketing. Have a big headline, good body copy, and a close that includes your phone number, website, and corporate email address.

If you can have all of these things, then you will stand a good chance of selling your products and services. However without it, then you’re stuck in the water – and this is the last place where you want your ad to stand amongst your competitors. To make a good ad, study from the best. Develop something called a “swipe file”, and emulate a lot of the ads and sales letters that you see in there.

You never want to steal or copy their copy word for word, but you will want to make sure that hand-write out these sales letters so you can get on the same thinking level that these professional copywriters have. If you can do this, then you wouldn’t have to worry about copywriting and having someone to write your copy for you.

I think you can use these tips to have the most success as possible for your business. Don’t solely rely on one technique – vary your techniques and watch as your sales and profits skyrocket. Don’t attempt to use brand advertising because you’ll lose money faster than a bad blackjack player.

Do the math in your business is as easy as 1, 2, 3. It’s just up to you to put them into action so that you can start profiting now instead of trying to compete with other businesses over lower prices. You can’t live on price along. Live by price, die by price is what I say – and it’s something that you should incorporate in your business today.

Hopefully you’re able to use these tips to have the kind of business success that you dream of.

Good luck with using these tips to make more money in your business.

Comments are off for this post

Direct Linking Affiliate Marketing is Dead – Join the New Wave of Millionaires!

May 22 2023 Published by admin under Uncategorized

To make a job killing income online from affiliate marketing, you need a website; pure and simple. The days of direct linking affiliate products has gone the way of the dodo. People are a lot more “internet savvy” these days, and require a large amount of “pre-selling”.

Most people that allow others to promote their products via a Join Partnership (Affiliate Marketing) do not bother themselves with creating incredible sales letters. They figure that if they are going to give you anywhere from 50-75% of the commission, you should do the vast amount of marketing for them. Granted, the highest selling products do have professional internet marketers promoting them, but those are so highly competitive that you are best set going after the less known products.

These less known products may have a very simple sales letter than converts maybe 0.5% of direct traffic. Your job as an affiliate marketer is to increase this conversion by pre-selling.

How do you pre-sell? You need to send people to your own landing page where you pre-sell the product, perhaps collect their contact information (email) and then send them off to buy the product from your affiliate link. After reading a really good landing page, most interested people will skip past the ad copy of your affiliate and simply buy!

Creating your own website is really child’s play these days. Google have their own service called “Google Sites” which will host your website for free. You need only buy your own domain name, and set up forwarding to your website (unless you want an extremely long and ugly looking URL). The web design on Google Sites is as easy as typing on Word!

Always structure your ad copy in the way of a letter. Talk to the prospect, not at them, and let them know why they should invest (spend) their money on your product. What is the unique selling point? What makes your product so much better than all the others out there?

By choosing a less competitive market, you are able to slowly learn how to best structure this ad copy. You could even pay for someone to write it for you if you have the cash. Jumping straight into niches such as “make money” “weight gaining” or “weight loss” will have you competing with professional copy writers, and spending a fortune sending traffic which already has an endless supply of other places to buy from.

Check out the top rated “Sponsored Links” on Google for your keyword and see how your competition is writing their ad copy. See how they structure their website. If you are smart, and find a niche that has barely any competition, then learn from the big boys by reading the top sites rated for keywords in “Make Money Online” etc.

Notice how the best copy writers give the prospect only one choice. “Buy, or don’t buy”. Don’t have any other links on your site, don’t have Google Ads, or other advertisements, you want your prospect to read your ad copy, feel more interested in your affiliate product, click through and buy.

When I tell people this, they often ask why you should funnel traffic through a “landing page” rather than just direct linking. Surely, if you are getting 1000 clicks a day, and only 500 are going to the affiliate link, you are wasting money. No, you are separating the wheat from the chaff. Direct linking will convert around 0.5%-2%, pre-selling and then sending them to the affiliate site will convert around 3-10%. Collecting email addresses will allow you to convert even more.

The very best part about having a landing page is that you are able to use SEO to build up your ranking on Google. This equals free traffic. Also, Google (and practically all other PPC advertisement companies) can’t stand Direct Linking. Expect to have your ads shut down in a real hurry unless you are masking and forwarding your domain name.

If you are getting sub-par results from affiliate marketing, I hope you decide to give the above a go! To your success!

Comments are off for this post

How Direct Mail Marketing Can Work For Your Business

May 21 2023 Published by admin under Uncategorized

When it comes to marketing your business and website, there are a number of options open to you. One of the most consistently successful campaigns at your disposal is direct mail marketing. For a small cost, you can reach a large number of people in a short space of time. Sending a constant stream of targeted customers to your website has never been easier.

Many businesses have forgotten the power of this marketing strategy. Online and social media marketing strategies have replaced what was once viewed as the most effective strategy. But a personal touch can go a long way, which is why with direct mail marketing you will yield consistent results:

First Impressions
As the saying goes, you never get a second chance to make a great first impression. The same goes for direct mail marketing. Homeowners are bombarded with spam letters on a day-to-day basis; you need to make sure your marketing efforts avoid the rubbish pile.

Design your envelopes and letterheads to incorporate your brand identity, that way any mail is automatically linked to you. If you keep a consistent look and feel across your campaign, your business is seen as trustworthy and professional.

Catch your recipients’ eye with bespoke printed envelopes. You have invested time and more importantly money into a direct mail marketing campaign. It is vital your letters stand out on someone’s door mat.

If you are struggling to reap rewards with letters, postcards are a great form of mail marketing. There is no ‘hurdle’ to opening them, and all the vital information is there for your recipient to see. Again, keep a consistent brand identity across your postcard to display your professionalism.

Personalised Marketing
It is important to strike the right balance between professional and personal. Address your professionally design letterheads to the recipient by name. This is much more likely to result in a positive action than “Dear Customer”. If a letter is personally addressed, it is deemed more important and is less likely to be thrown away before being read.

Where possible, handwrite your envelopes. This is obviously dependent on the amount of letters and your time scale, but is a personal touch that is often appreciated. Using stamps also adds to the personal feel – it shows that you have gone to trouble to mail it, not just post through the door.

If you’re an ecommerce business, continue the personal touch with your goods when they are posted out. Send a personalised ‘thank you’ note. This unique touch can encourage people to make repeat purchases with you.

Comments are off for this post

Current Health News – Marketing Unhealthy Cereals to Children is Not the Problem

May 19 2023 Published by admin under Uncategorized

A study about children’s health released by Yale University in Washington D.C. at the annual meeting of the Obesity Council, shows that the most unhealthy breakfast cereals are the cereals most often marketed to children.

The study found that cereals marketed directly to children have 85 per cent more sugar, 65 per cent less fibre and 60 per cent more sodium than cereals marketed to adults. This is a perfect storm of nutritional badness guaranteed to cause health problems in anyone who consumes such a mixture regularly.

The authors go on to indict cereal manufacturers for targeting children with advertising and in-store promotions. They suggest self-regulation of advertising is not effective and stronger regulation would be in order.

But the question arises, does advertising force parents to purchase products? Do advertisers force parents to feed their children nutritionally bankrupt food? Or is that a choice parents make and follow through with on their own?

The fact is, children do not purchase breakfast cereal, parents do. Cereal companies do force parents to put candy-like breakfast products in the pantry to the exclusion of much healthier foods. Cereal companies do not force-feed these products to little Johnny or Jill, parents do.

While cereal manufacturers deserve no praise, the problem is NOT the nutritionally bankrupt cereal. The problem is PARENTS BUY IT AND FEED IT TO THEIR CHILDREN.

The problem is NOT advertising.

The problem is parents buy these ridiculous products masquerading as food, feed it to their little darlings, and then wonder why there are so many overweight kids and why their children are over weight and illness-prone.

The solution is NOT government control or increased regulation. There are already a zillion government regulations in all areas of life that, for the most part, do nothing but raise taxes, inhibit freedom, drive up costs and create more problems than they solve.

The solution to the “great cereal advertising crisis” is for parents to accept responsibility for their childrens nutritional welfare and not leave it up to the advertising department of a cereal company.

The solution is for parents to learn the basics of kids nutrition and learn which foods are healthy and why, and which foods destroy health regardless of how catchy the slogan is or how cute the animal mascot happens to be.

My grandchildren have no taste whatsoever for the nutritionally bankrupt sludge many children live on because my children, the parents, understand the basics of nutrition and know without doubt that a diet of high carbohydrate foods makes you fat and destroys your health and they know why this is true. And because they understand the basics of how protein, carbohydrates and fat affect metabolism and how metabolism determines your and your childrens health, they are never hypnotized by dancing lions or cute bears into buying boxes of nutritional junk trying to imitate healthy food.

We all think we know everything about everything, but we do not. And if our knowledge of nutrition comes primarily from advertising or from an unschooled recitation of the same old pop-nutrition advice that has resulted in 68% of America being overweight, then we are doomed.

Without an ACCURATE understanding of what food does when you put it in your mouth, chew and swallow, you simply cannot make an informed nutritional decision and you are forever at the mercy advertisers claims. And advertisers are in the business of selling things, not producing the healthiest possible products. And no amount of regulation will change that.

The ONLY way to make good choices for your children or yourself is to be informed. Learn the basics of diet, nutrition and metabolism well enough that you can apply them when you eat out or when you purchase items at a grocery store you intend to prepare and feed to yourself and the people you love and care about most.

Children do not buy breakfast cereal, parents do. Regulating advertising will not make children healthy, parents making informed choices and helping their children develop healthy eating habits will.

Comments are off for this post

Instagram Influencer Marketing

May 17 2023 Published by admin under Uncategorized

Facebook Ads, eBooks, YouTube Marketing, Twitter, and Blogging, they are one of those new marketing methods that appear every day or every week and truly, they do help businesses boost their online confidence and marketing. But, it can be exciting to detect which trendy marketing strategies are real. We know there’s one thing that reigns from all those methods: Influencer Marketing, truth! But what is the connection of Influencer Marketing to Instagram Marketing?

If you are not much familiar on what is Influencer Marketing, it is a form of marketing which focuses on utilizing key ambassadors to spread the concept and the message of your brand to their audiences, to your target market, and possibly to a larger market. Instagram has more than 300 million monthly users, and 70% of Instagram users have already searched for brands on the same platform who wanted to guzzle their content. That is why Instagram marketing is effective for your e-commerce business if used right.

Instead of marketing directly to a group of consumers, you may want to hire and inspire influencers to spread the word for you. Well, Instagram has become a place for influencers, a lot of them had grown their audience from small to millions in a short period of time. These internet celebrities have enormous authority over a germinating audience of untouched consumers. They have vast of influence over their audience and can impact latest trends available. If you are working with them? You will be able to speed up the development of your product in a short period of time.

For businesses, you should start identifying the right influencers to work with. This is somewhat the inflexible part of the whole process, you don’t want to mess up things at this stage as it affects your whole marketing strategy. Take note, if influencers don’t like working with your brand, then stop pleasing them, you don’t have to pressure a relationship onto an influencer, if you kept on begging them, chances are they will praise your product in a fake way, ending in a lot of comments saying “spam” from the audience. Once you have found the perfect person for your project, offer to run a trial campaign before pursuing deeper on the relationship.

Using Instagram Analytics tools is important in order to track the important metrics such as comments, engagements, and call-to-action that has great impact to your business.

It is to be noted that you should be involved with your team regarding the strategy for the campaign, in order to get updated on your campaigns. If you accomplish this efficiently, be amazed by the result and benefits that influencer marketing can have on your business.

Instagram Influencers are users with a significant audience who can be one of your customers.

Comments are off for this post

How to NOT SUCK at Marketing!

May 16 2023 Published by admin under Uncategorized

Did you know there are ONLY two types of marketing:

Institutional Marketing

Direct Response Marketing

What is the difference between Institutional Marketing and Direct Response Marketing?

Institutional marketing is what most companies do to market their business. Typically, the message companies like this send out is a blown up business card. It does not give you a reason to respond. It just hopes if you see the ad enough that you will eventually respond.

Direct marketing is what FEW companies large or small understand. The best example of direct response marketing that everyone can think of is Proactive. It has had everyone from Jessica Simpson to P. Diddy endorsing the product. They do an amazing job of selling their products through marketing. Every single time they have the time tested methods attached to their marketing. Here are the key parts of direct response marketing:

-A clear Headline in their ads.
-They focus on the BENEFITS, Not the Feature. As the old saying goes no one buys a drill for a drill, they buy the drill to drill a hole!
-They have a compelling offer and reason why you should respond.
-They have tracking with each ad so they can figure out what works and what doesn’t!

These are some of the basics.

What I challenge you to do is look over your marketing. Does it do this? Does it have these principles?

If not, guess what? You can improve. Learn the basics. Put them in place as soon as possible. Track everything that you are doing!

Comments are off for this post