Category Archives: marketing in a down economy

Out of a Recession, Into New Marketing Messaging

Okay so maybe we’re not out of the recession woods yet, but I have a sense things are turning around. My colleagues are getting busier and let’s face it, I haven’t had a lot of time to go out for a leisurely afternoon latte!  The long and short of it is this. As I talk with more and more small and medium-sized business owners, I am hearing that their old marketing maneuvers in the form of brochures, print ads and yellow page advertising just aren’t working. While these venues do work for some industries better than others, it’s often how the  company communicates and what they say that has a true defining impact on their bottom line.

Should you just ‘Say Anything’?

The first question, when I begin brainstorming with the client, normally is about marketing messaging.  They ask me, “Isn’t it okay for my message to include something for everyone.”  This is often one of the biggest mistakes a company can make. Don’t sell everything to everyone. It doesn’t help you stand out in the crowd.

Think of your message as a banner flying over your community. If you only had Five Words to say,  that summed up exactly what your business does, what would they be? It’s not easy, but it gets you to begin thinking about short messages that stick.

See Nike’s “Just do it.” Or what about Apple, they don’t even have one, they just have an image … an Apple. Seems pretty elementary when you think about it, but this one concept can cause major problems, especially if you use multiple messages.

If you want some real examples how the recession and new marketing messaging is changing the income for some businesses, take a look at these examples.

Happy Messaging-

Sarah @ Dog-Eared Pages

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Filed under Advertising, copywriting, Marketing, marketing in a down economy, Small Business Solutions

Give Me A C. How About 4?

Enjoy A Poolside Read!

This week has been nuts. Partly because only 4 work days existed and partly, cause I am just busy. So this week, the blog looks a bit sad. With that I owe you, my faithful readers, an interesting article. This week I discovered an article about How Sustainability Marketing can help in a recession. Learn about the  4 C’s of sustainable communication!

Take a read, hopefully while you’re sitting poolside!

Happy Smart Marketing-

Sarah @ Dog-Eared Pages

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Filed under Advertising, copywriting, Marketing, marketing in a down economy, Small Business Solutions, Writing

Advertising Innovation-Just Shake It

dockersiphoneAs a total Mac geek, I had to take this opportunity to share the latest in my two worlds converging. Apple and Advertising. Seriously, in an economy where many businesses are cutting back on their advertising dollars, Dockers is using it’s head to move forward in an exciting new realm – advertising on the iPhone. And while I am not super charged about having ads on my phone, I am intrigued to see how companies are getting creative with capturing an audience. 

I am sure creating an ad for the iPhone wasn’t cheap, but it is a new and innovative approach to traditional advertising. I’d love to hear some of the other exciting advertising venues you’ve seen. Post your comments here. 

Keep your creative eye open. New ways to market your business are out there. All you need is an open mind, not always an open wallet.

All the best-

Sarah @ Dog-Eared Pages

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Filed under Advertising, Marketing, marketing in a down economy, Small Business Solutions

Have You Referred Anyone Lately?

picture-21This week is an important week for small business owners. Well, every week really is, but this week is Referral Week and as each of us knows, sharing valuable contacts with your business associates, clients and co-workers is a fantastic way to generate business for others. Through out this week, many small- to medium-sized businesses are sharing their contacts with others in hopes of stimulating the business sector in a unique and profitable way.  With that said, there are several people I would highly recommend and hope through out this week, I can share those contacts with many of you. 

Want to get started? Check out this link to Referral Week. It only takes one referral to help your clients change the face of their business. Are you game?

 

Happy Referring-

Sarah @Dog-Eared Pages

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Filed under Advertising, Business Development, Marketing, marketing in a down economy, Small Business Solutions, Uncategorized

Irritating Name, Astounding Success

By now most of us have heard a story or two about a little blanket (Linus would be so proud) that could. It’s the Snuggie and I have to tell you as a person that’s hyper-sensitive to words, this one about makes me want to rip my ears off. However, as I calm down, and just call it the “special blanket” to keep from igniting my sensitivity, I realize there’s a great marketing success story here. 

In case you have no idea what I am talking about, check out this commercial for the “special blanket”.

This commercial was just launched in October of 2008, and with the downturn in economy, most people would say it would be a total flop. However, with big ad campaigns that normally run being cut due to clients pulling back ad dollars, this product capitalized on a real opportunity. With competition down, many consumers looking to things that would enhance staying at home and an ad that uses direct response to hit you over the head to buy this “special blanket”, over 4 million blankets have sold; that’s just over $40 million in revenue. Yes it is true, even in the world of Web 2.0, direct response still works.

What should advertisers, small business owners and marketing gurus learn from this? Two things ….

1) Never under estimate the power of YouTube.  The “special blanket” has had over 200 parodies created on YouTube, which means there’s a buzz going on and that means people’s interest in the product is soaring-a marketing delight. What’s more YouTube videos make it easy to find ads you have seen on TV. YouTube instantly becomes a video vault, reference point and in cause you  missed that 1-800 #, a remarkable selling tool. And … it’s free!

2) Face It-Facebook works. And while  you are connecting with some of your old high school buddies, now you can also be part of the viral media buzz by joining the Facebook Snuggie Fan Club. What more could a company want? A fan club for it’s product. It’s true and get this, this club already has 4,000 members and going strong. How’s that for a little WOM (word of mouth)?

And if all this isn’t getting you marketing mind all warm and fuzzy, maybe you should check out the “special blanket” website for yourself and order one.

Stay warm and connected to the viral world-

Sarah @ Dog-Eared Pages


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Words Are Captivating

I couldn’t let this video pass by without sharing with you. One of my dear friends, who is a life coach passed this on to me as she knows my love for words and anything that contorts them in an unique fashion. So take a look at this one. I think you’ll agree it’s pretty amazing what they have done here.

So what does it have to do with business? My challenge to you is this, find a way today not to take everything at face value.

  • Is there a way to make your business run smoother using resources you currently have? 
  • Can you review your current marketing assets and see if there’s away to use what you already have in a new way? 
  • Have you touched base with your scads of LinkedIn contacts to make sure they don’t need your product or service?
  • Are there things you are currently doing within your business to an excess that could be trimmed and the savings could be passed on to your employees?

Just a few questions to ponder as you view a list of words that somehow become magical.

Choose your words wisely-

Sarah @Dog-Eared Pages

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Filed under Business Development, copywriting, marketing in a down economy, Writing

Be Still My Freelancing Heart

After reading an article entitled More businesses are using freelancers, experts say on CNN.com, I had to write a quick post to share with you. Here’s some insight that might prove helpful in your business, at your job or even in your search for a new job.picture-4 

According to this article, many people, like myself, are seeing a positive spin on their businesses. It seems that many companies are discovering how to work smarter, not harder by eliminating unnecessary expenses when looking for creative marketing solutions. Businesses see the value of working with what is termed as Solopreneurs on a project-by-project basis. While the larger companies are still out there doing huge marketing campaigns, many small- to medium-sized businesses are using targeted marketing tactics like social media to get their message out there in a cost-effective way. 

So what does this mean to people searching for jobs in this new arena? Well, think like a small business owner. Where would a potential employer cut first? What’s more, how can you fill this need? What tactics can you use to leverage yourself into a job that is a win-win for both of you?

What I ask of you is this. If you are looking for creative talent, and your resources that are ‘in house’ are swamped with work, or have limited creativity, turn to a freelancer that specializes in what you do. Freelancers are a cost effective move as they don’t require benefits, are able to focus on your project with minimal distractions and bring a background of problem solving solutions they have seen work in a variety of businesses. For more, check out my blog post 5 Reasons You Should Hire a Freelance Writer. 

All the best-

Sarah @ Dog-Eared Pages

 


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Filed under Advertising, Business Development, copywriting, Job seeking, Marketing, marketing in a down economy, Small Business Solutions, Uncategorized, Writing