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Marketing On The Cheap: Speak Out! No matter what business you are in, you probably have something to sell. Furthermore, if you have something to sell, you have something to say. So say it to as many people as possible, and don't wait for them to come to you. You need to go to them. Take your business, your product and yourself, either directly or indirectly, out of the office or store and onto the local speakers' circuit. Don't have one in your area? Think again. The A-Z of Exhibiting Overseas Exhibiting overseas is one of the fastest and most cost effective ways to identify the best foreign markets for your products/services. International trade shows and fairs offer opportunities for multilateral contacts and business deals. They allow you to test your product's export suitability; explore the strength and scope of your competition; and gain exposure to potential suppliers, in-country distributors and customers before making any sizable financial commitments. However, to effectively trade internationally, top management must commit to developing foreign markets. Marketing Got You Stumped? It's not unusual for entrepreneurs to find the whole idea of marketing intimidating. Even seasoned business owners often feel their marketing efforts aren't working. A Look at Brochure Printing Services A brochure can be a wonderful promotional tool for a wide range of professionals, but getting them set up can be daunting. There are many brochure-printing services available that cater to both the amateur and professional. You can find them in a number of ways, including the phone book, the Internet, graphic design and advertising journals, or word of mouth. Business In 2010: A New Face of Marketing The term "internet marketing" was virtually non-existent a short 8 years ago, now it is a growing phenomenon that is raking millions every year. Because of this expanding industry, the internet landscape it changing. Where are the changes going to be? I fully expect a growth in interactive end-user experiences - an online environment catering to the individual preferences of a singular visitor. I also foresee a massive change in the way we market online. A change could include "personalized" advertisements embedded so deeply into the product that the user does not realize it as an ad. The Value of a Good Sales Letter! Regardless of how many forms of promotional material you create, the simple yet very important sales letter never goes out of style. As a matter of fact a good sales letter should definitely be included as part of your marketing strategy for it can be the most effective tool over any other promotional material. A good sales letter gives you an opportunity to make a smashing impression right out of the gate. The following are some strategies to consider when preparing your letter. Seven Common Marketing Problems Solved by Marketing Operations Corporate marketing groups - especially bandwidth-challenged small-to-mid-sized departments - can be so focused on tactics and fire fighting that they jeopardize their marketing investment. There is a tendency to overreact to events, to tackle symptoms rather than underlying fundamental problems and to jump at the opportunity to please the boss. Many times, this kind of tactical knee jerking may be fatal. Translation and Your International E-Commerce Strategy Most businesses realize that they are simply a click away from any corner of the globe. Well, actually two if you include the Yahoo! search a potential customer does to access your shopping cart. What most businesses, unfortunately, do not realize though, is that their shopping cart is struggling to make it to the checkout counter. Bill Dunlap, managing director of Global Reach, Inc. notes that "for every $2 million a site is doing in domestic sales, they're leaving another $1 million on the table in international sales if they're not making themselves easily available."To paraphrase the above, let me draw on a quote from Willy Brandt. The former West German chancellor is reported to have once said: "If I'm selling to you, I speak your language. If I'm buying, dann muessen Sie Deutsch sprechen (then you must speak German)."In economics this is referred to as opportunity cost -the cost of something in terms of an opportunity foregone. The opportunity cost of not speaking "German" is a whopping 50%! This simple truth is supported by statistics.Donald A. DePalma reported in a study conducted for Forrester Research that "Visitors linger twice as long as they do at English-only URLs; business buyers are three times more likely to buy if addressed in their own language; and customer service costs drop when instructions are displayed in the user's language." (Donald A. DePalma, Strategies for Global Sites, 1998).Another Forrester Research report, quoted in an article titled "Reasons for Success in International E-Commerce" (webpronews.com) provides statistics that indicate "over 55% of the online world accesses the Internet from countries where English is not the native language."The message is loud and clear: Do not assume that there is no reason to translate your marketing materials or that English is used in other countries! To be sure, English is the lingua franca of the world, and many people do have the ability to read English. But, faced with a choice, would you pull out your wallet for a company that caters to your needs in your non-native language, or your native language?If translation is not part of your international e-commerce strategy, then you may be leaving money on the table!And, if you see the truth in this message, you have a couple of options available: you can develop an in-house translation capability, or you can commission a professional translation service to translate your marketing materials. Developing an in-house translation capability is prohibitively expensive, not to mention that it is a long term effort. An appropriate analogy to illustrate this point is that of an IT department.Buying translation, however, can be overwhelming with all the technical jargon, and frustrating with all the endless marketing hype and "mission statements" that are thrown at you. Fact is, the basics of purchasing translation are easy. Read on. Your starting point should be the clarification of your translation project requirements. Consider:Whether your marketing materials are for internal consumption (including partners) or external consumption? Whether cost is more important or quality is more important?What is the time frame for your project?What are your ongoing (long-term) professional translation service needs?By clarifying project requirements, you are establishing the framework to answer the 2 most important questions that will determine the success of your translation project. Namely, what is the right type of translation, and what is the right professional translation service for your translation project?There are two types of translation: Machine translation (MT) Human translationIn machine translation, a human translator supports the machine. In other words, a computer program translates the source text (i.e. the "from" language), with the resultant target text (i.e. the "to" language) then being edited by a qualified human translator, if it is edited at all. Machine translation (MT) is employed for "gisting" or, to get the general meaning (gist) of a document which can be useful when marketing material is only for internal consumption.Is machine translation right for your marketing materials? "Free online translations, is, well...free-the cost is right, but can you live with the quality?" is a short, informative works on machine translation (MT). Read it before continuing.Consider this recent headline from the Yahoo! Odd News section (2005-07-05)-"The Wurst museum in the world?" You guessed it-it is not a bad museum but one dedicated to...German sausages! If your marketing materials are rich and descriptive, and for external consumption, then machine translation (MT) is not an option.Commission a professional translation service, and put human translators to work on your marketing materials.Selecting the right professional translation service can be just as frustrating as selecting the right type of translation for your project. Do you go with a professional translation service provided by a translation company, a translation agency or a free-lance translator?Review the requirements of your translation project. Now ask yourself "What is the right professional translation service?""Free Online Translations Guide-Professional Translation Service" provides a check list that is helpful in determining what translation service should be entrusted with your marketing materials. While the list is not exhaustive, it will guarantee that you get the most value for your investment in translation in terms of cost and quality. Establishing a criteria list provided the basis for determining what the right type of translation, and what the right professional translation service, is for your translation project. Now, before you hit the search engines, guarantee the success of your translation project by taking a few more minutes to truly prepare (peace of mind; priceless!). Read "Buying Online Translations Tips and Techniques." And that is it-it is that simple! Translating marketing materials will ensure that your international e-commerce strategy speaks "German," will ensure that your shopping cart makes it to the checkout counter, and will ensure that no money is left on the table. Take the Logo Litmus Test Here is your C.I.T.T. (pronounced "kit")[Color ? Illustrate? Type ? Test]COLOR. Color plays a major role in influencing particular moods and feelings about your company. Don't believe me? Look at Dove? soap. You'll find the shampoo bottles are white. White conveys purity, simplicity and a sense of cleanliness. It's strategic and makes sense doesn't it?! Have you noticed that you can associate an industry by its color? Blue is a popular color for technology companies and bottled water companies, for instance. How about identifying a certain mood by color? Quick, what mood do you think the color red evokes? Could be romance or anger or urgency... Marketings Nuclear Weapon Three seconds. That's what you have to convey your message. Creativity is the strategic weapon that allows us to capture those few precious moments of attention from busy consumers in our increasingly competitive, time-crunched environment. A Guide to Brochure Printing Brochure printing can be easy if you first identify your needs and have a clear sense of your budget. Whether it is for is a real estate listing, a trade show handout, a data sheet, or another application, brochures are a great promotional tool. Marketing Tips- Who Are You Competing With? Before you can market, you need to know who you are marketing to. Who is your customer? How will you market? Will you cold call, mail, set appointments or employ a walk in approach? Be careful with the walk in approach as many businesses do not permit soliciting. You might just want to drop off information and follow up with a telephone call. Business Cards and Business Etiquette One of the very basic conditions of being a successful businessman is to get people (your existing or prospective customers) to like you and a very basic requirement for being liked by people is to have proper business etiquette. We all like to be in companionship of well-cultured people and etiquette is one of the most important components of culture. Business Postcard Marketing: 35 Ways to Use It Postcards are an effective way for many business owners and marketing managers to attract new customers and increase sales from existing ones. Postcards are inexpensive to produce and mail. You can produce one in less time than you need for a letter or self-mailer. You can use postcards in dozens of ways to promote your business. Global Market in the Cyber world?Go and Get It ! With the Internet opening up the doorway to the global market, everybody is up and running to reap the maximum benefit of this widely used medium. Not only has Internet gained importance as an important medium of communication but also has given a platform to thousands of people to nurture their entrepreneurship and realize their dreams of self-employment. Creating a Marketing Plan for Your Website Have you created a marketing plan for your Website? If not, it is time to think about developing one. An Internet marketing plan helps you make the right day-to-day and long term decisions. Without a marketing plan, it is more likely your Website will be a drain on finances rather than a business builder. If My Work is Good Enough "If My Work is Good Enough, I Shouldn't Have to Market, Right?" Developing A Focused Marketing Strategy You want all of your marketing messages to have a single focus, so they pull together instead of competing with each other. Great! So how do you come up with one? Promotional Lanyards to Market Your Products and Services It has become fairly common place to see Id badges dangling from a persons neck on a short cord, and on the cord or small rope itself, is printed the name of a company, or a school or an event on it. When you spot one of these, you can be sure you're looking at a lanyard. Sell Your Name, Not Your Product Do you know what the majority of people sell? I could not tell you what Michael Green sells, but if he does sell something, then I would probably buy it. His name is popular among the "Marketers".
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