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Avoid "Me Too" Marketing
Too often we hear clients say they want us to create or do something in the same way that their competitor is doing it. BAD IDEA!!!
With a "me too" approach to marketing, you have no distinctiveness. Your company becomes harder to remember, harder to recommend and difficult to market in a focused way. Why create such hurdles deliberately?
A better approach is to take out a piece of paper and make a long list of all the things about your business that differentiates it from the competition. If possible, create this list with the help of your clients and ask them how they think your business is different from the others in town.
Next, decide which three attributes on the list are the most important and truly set you apart. For example, “excellent service” isn’t a competitive advantage but “response within 30 minutes” probably is.
Now you’ve got key messages that should be interwoven in everything you do. From your on-hold message to every internal and external publication, your marketing and communications effort should reinforce these messages.
20 Hats Introduces AdWords Optimization
20 Hats is now helping companies manage their online advertising campaigns.
“By working with our clients, we can help them develop a Google Adwords campaign that meets both their budgets and their marketing goals,” said 20 Hats CEO Danielle Ezell.
“With 20 Hats' help, we increased traffic to our Web site by 300 percent,” said John D. Pinard, vice president of Partners HR. “We’ve also saved money on our print advertising and have increased the number of qualified job candidates visiting our site.”
Online ad campaigns can be very effective because the ads only get displayed on pages based on the keywords the advertiser has chosen.
“Instead of looking for an audience, you've got an audience that's looking for you,” said Ezell. “You also control the amount you’re willing to spend each day and, more importantly, can evaluate the effectiveness of the campaign in real-time.”
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