Posts from the ‘Advertising’ Category
According to Rand MacIvor selling, promoting and communicating are the work of three different disciplines. We concur.
[The following is excerpted from Rand MacIvor’s blog post on the topic.]
Marketing is the act of selling a product or service and all the business activities that are entailed…
Advertising is the art of creatively promoting a product or service. People in this occupation formulate a compelling message in a non-personal manner; strategically outlining unique benefits using a combination of various traditional and new media…
Public relations professionals are those who are involved in communicating the activities and values of an organization, providing information on a day-to-day basis about a business, product or service and updates that help clientele and stakeholders stay informed…
“Marketing, advertising and public relations are three different, valuable disciplines and come from different focuses and perspectives. Working together, they can help build a successful business effort. But clients should not be fooled into thinking that one skill set can do the job of the other.” – Rand MacIvor
We encourage you to read the full article at Rand’s Place – Selling, Promoting, and Communicating – Where in typical Rand humor he explains the difference between the work of the pros versus flakes.
Have you ever wondered how those emails you get from some of the big retail chains know exactly what you want to buy (Really, how did they know I’ve had my eye on that pair of boots!)? That’s a million dollar question with an answer that retailers are successfully banking on. By now you’ve probably heard of the ability to gather a website visitor’s statistics using Google Analytics ¹. Collecting this information and knowing how to use it is a big money game. But that’s not the only way to hone in on what attracts customers. For years advertisers have employed a method called A/B testing – aka Split Testing – as a way of testing the market before fully committing to a campaign. In an overview of this method Nick Markman suggests that “A/B testing is so effective because it helps marketer’s look past what they think will be most effective and reveals what is actually the most effective.” Now the same capability is available for small businesses with smaller advertising budgets.
A/B Testing for Email
Ewing Creative’s custom email service ECMail has an automatic A/B testing feature that makes it easy to test different subject lines, sender details and even totally different email designs. This provides a straightforward method of improving the “open rate” of your newsletters, advertising and other mass email correspondence.
A/B Testing for Online Advertising
In the past several years we have witnessed small businesses flee the once-tried-and-true standard of “yellow page” advertising in favor of attracting new business online. Building an online presence is a viable alternative to phone book advertising but it should be done very strategically to attract and maintain customers. Engaging a company that can not only build a website, but also has a solid understanding of online advertising methodology is critical in doing this successfully.
Kristy Ewing is a trained and authorized Google Partner.
1. [Excerpt from Wikipedia] Google Analytics is a service offered by Google that generates detailed statistics about a website’s traffic and traffic sources and measures conversions and sales. The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. It is the most widely used website statistics service. read more.
Car wraps are a marketing practice of completely or partially covering a vehicle in an advertisement. Some businesses benefit more from wrap advertising than others. When planning an ad campaign consider costs per exposure. If you determine that the driving public is highly representative of your customer base then it makes sense to promote your business on company vehicles.
When print ads, radio and tv spots are either too expensive, or just too typical (boring) then it’s time to release the gorilla [Guerrilla Marketing]. Here’s a fun example of how to get the attention of passersby in an urban environment. If you have a projector, anything is possible. Watch Video