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Strategic Thinking on the
Go!
Newsletter
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October
2010 |
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Hi
Everyone,
Most of you have probably heard of Richard Branson, Founder of the
Virgin Group-Virgin Records,Virgin Atlantic Airlines, and on and
on-he has written a terrific article on being the small guy trying
to take on big business. Many of you may understand that
situation. Richard explains how to take advantage of your small
size to confound and confuse the big guy in Entering Established
Markets: A Fight You Can Win.
Small businesses are increasingly in need of having an online
presence. The struggle is always how to do that in the best way
when your geographical market is really local or limited to a
single region. The internet is world-wide, how do you promote to
business people or consumers just in the Pittsburgh region? 7 Pillars of
Marketing a Local Business Online will wade through the
important points and give you some new ideas.
For those of you that are considered to be entrepreneurs, the next
article is a must read. Entrepreneurs - 5
Things You Must Do Every Day to Build Your Business is a
basic explanation of the type of things you need to do every day to
grow your business. Just like physical exercise, it is the
repetition that makes the difference. Make these five things a
habit today.
Have you ever wondered if your business name and logo are safe from
competitors or corporate thieves? Just like identity theft plagues
us personally, your business could be at risk from identity theft
too. Whether
to Trademark or Not-a Marketing Perspective looks at why it
is advisable to protect your marketing assets too.
Recently I finished extensive training in social media. The next
newsletter will be full of information on social media you won't
want to miss. Be ready!
Till next time,
Happy Marketing!
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Entering Established Markets:
A Fight You Can Win
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For every entrepreneur who has the courage to take on a
Goliath with the equivalent of a slingshot and a couple of stones,
there are a hundred others who'll say, "You must be kidding!
There's no way I can ever compete with that monster!"
For much of my business career, I've played the role of David, and
loved
David and Goliath
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every minute of it. You see, I've always believed that small is
beautiful. Young, aggressive businesses have surprising advantages
when taking on large, cumbersome competitors. All they have to do
is figure out what the giant's weaknesses are and how best to
leverage them.
For instance, in 1984, when tiny Virgin Atlantic first picked a
fight with the mighty British Airways, the odds certainly appeared
stacked against us. In fact, my bankers were so unenthusiastic
about my prospects that they refused my loan application at the
last minute!
But our inexpensive arsenal was loaded with some pretty surprising
and highly unconventional weapons. Perhaps the most effective of
these was our agility, which was integral to our corporate culture,
in large part because of our small size. British Airways was Click here for
rest.
By Richard
Branson, Founder of The Virgin Group for AE Open Forum.
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7 Pillars of Marketing a
Local Business
Online
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When I first started writing for The Virginia Gazette in 1998, the
Web was a giant mystery. Almost 13 years later, it's still a
mystery for most! With the emergence of Twitter, Facebook, Yelp,
Google, Linkedin, and a host of other sites, getting started with
online marketing seems more daunting than ever. Yet, as consumers
flock to the Web daily to research local products and services,
visibility for your business via the Internet literally spells
success or failure. Bottom line: Online marketing is NOT optional
anymore and you need every one of these 7 pillars to succeed,
especially in a local market.
Pillar 1: A Website You
Control
You must operate your own website, which enables you to make basic
changes to it yourself, preferably right through your web browser.
Waiting for a "webmaster" to update text and pictures does not
qualify as a smart use of your time or money. WordPress, an
open-source (free) publishing platform, makes an excellent choice
for managing and organizing virtually any size website.
Pillar 2: Google Maps
Google now stands alone as the "900 lb. Gorilla" of the online
search world. However, most don't realize that "Google Maps" is the
most basic component of local online marketing with Google. Get all
the details at Google.com/places/. This tool is one of the fastest
ways to get found in Google and, best of all, it's free!
Pillar 3: Basic SEO
SEO stands for "search engine optimization," which means making
your website relevant when someone searches for your business name
or terms related to what you sell. Building all the content,
information, and text on your site around a central theme is the
No. 1 thing you can do to increase your chances of ranking well in
Google and other search engines.
Pillar 4: Make Value-Added
Offers
Most people don't make offers on their websites. Their web pages
look like everyone else's and say basically the same things. You
must make offers on your site that spur people to action. Offer a
discount or faster service. Give an incentive to come in today.
Most important: Make your offers big, bold and obvious on your site
while giving people a reason to do business with you right
now!
Pillar 5: Drive
Traffic
You won't make a dime with your website if the right people don't
see it. The fastest way to drive traffic is to Click here for rest.
Written By Jim Edwards for Manta.
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Entrepreneurs - 5 Things You Must Do Every Day to Build Your
Business
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If you are an entrepreneur there are a few critical tasks that you
need to turn into a daily habit in order for your business to keep
moving in a positive direction and to make you money. Read on to
find out those key items and how you can add them to
your daily routine.
Entrepreneurs have to wear many hats when a business is just
starting. Many things need to be delegated to others in order for
the business to run smoothly and there are a few things that you
must do yourself. If you can create a habit of performing these 5
things every day, some for just a few minutes, then you will see
your business grow right alongside your dreams:
1. Plan for the future a
few minutes each day. Assume that your product has stopped selling
all of a sudden. What direction will you take your company next?
What new income stream can you add? This is a time for day dreaming
and recording notes in preparation for the future. You don't
necessarily have to take action on these items, but you need to
think about them daily in order to bring out the golden
ideas.
2. Work on your marketing
in some aspect every day to get new customers. If your prospective
customers don't know about you they won't buy from you. Work on
getting your message out every day even if it is just for a few
minutes.
3. Work on closing a sale
every single day. whether you are doing this on-line, on the phone,
through the mail, or face-to-face you need to be selling every day.
Without the close of a sale there is no business. This is not
something that you can delegate all the way. even if you have Click here for
rest.
Written by Joshua Black for Manta.
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Success is Easy When
You Choose
Proven Professionals
Marketing
Pathways provides professional marketing services that dazzle and
perform. You will be pleased with the results.
Let's
increase your company's sales together!
Sincerely,
Cindy Neky
Contact Me.
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Whether to Trademark or Not-a
Marketing Perspective
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Not an Attorney or an Attorney Spokesperson
I want to start off by saying that I
am not an attorney, do not have a legal degree, have not taken any
law courses, and know absolutely nothing about the law, except what
I have seen in Law &
Order or The Good
Wife. But I do know how the law relates to marketing and
would like to share that here.
For more years than I care to count (and really, at this point I
don't have enough fingers or toes to do it), I have been a
marketing professional in one capacity or another. During that
time I have been fortunate not to see or hear of too many legal
problems with marketing and advertising. But it does happen from
time to time.
What can happen
Mostly it is a business using another company's name, logo,
tagline, or other proprietary material in an unflattering way or in
a capacity that takes money out of the pocket of the original
owner. Less often it is the theft of an idea or creative
character. After hearing of a few of these over the years, I am
convinced of one thing- if you have a business name and/or logo
that needs protecting, you should do it.
Now that the internet is here and only growing stronger, people all
over the world see your business name and mark. Someone in Boise
may see a company name in Orlando that sounds great. Hey, why not
take it and use it here in Boise? No one will know. Or will
they...?
A
True Story
Years ago I had a friend that started a company called Creative
Consortium in Cincinnati, Ohio. It was a terrific name and really
spelled out what her company was and who was involved. She had the
foresight to protect the name (through an attorney) in every state
in the country when she started the business. Once the internet
came into being, she searched and found that there were businesses
with the same name all over the country-Chicago, Texas,
Connecticut-all places she thought she was protected in.
At that point there were too many of them to fight. She sent
"cease and desist" letters to them, but it was too overwhelming and
costly. A great name and terrific brand lost its luster.
She eventually sold the business and moved to Los Angeles for
another opportunity. It is unclear whether this theft of her
business name affected the price she got when selling her
business. It is very possible that it did make a difference.
It isn't just the loss of your investment that can be affected.
What about search engine optimization and getting a spot on the
first search page of Google?
Obviously something went terribly wrong with her registration and
protection of the name of her business. But what would have
happened if she hadn't done anything? Probably the same
thing-Creative Consortium's everywhere. This doesn't mean you
shouldn't trademark your business name and logo because nothing
will help. It does mean that you need to make the attempt and do
it the right way.
What Can You Do?
Now that there are inexpensive online sources for trademarking your
business name and logo, I suggest that you consider this strongly
if you can't afford a trademark attorney. Even if you are a local
business, now that the internet is here you want to protect as much
of your business as you can. You can perform a search of your own
on the United States Patent and Trademark
website (USPTO.)
For larger businesses needing help I suggest contacting an attorney
that specializes in trademark law. If you are already doing
business in multiple locations this is an important part of
commerce. Smaller businesses may not have the funds to do this
through an attorney. Rather than not doing anything at all, you
may want to try one of the online sites such as LegalZoom or LegalAce.
More Info...
Trademarks are words, names, symbols, devices and images that are
used to identify any goods - physical commodities used in
interstate commerce. Service marks can be words, names, symbols,
devices and images that are used to identify services.
You do not have to register a trademark to protect it, but this
onlooker to the legal world believes it is worth discussing and
looking into. Don't be surprised later when it is too late.
Where to Go
Applications for trademark registration and service
mark registration can be electronically filed using TEAS - Trademark
Electronic Application System. The USPTO is encouraging
applicants to file electronic registration applications. Fees can
be handled electronically as well.
For more information, you can visit the United States Patent and
Trademark website, Wall Street Journal-
How to Trademark a Company Name,or eHow.com.
As I said before, I'm not an attorney, nor do I represent any, and
I am not saying that either of the online companies mentioned in
this article will do a great job for you, so check this information
out with your legal advisor. (Don't you just love this legal mumbo
jumbo?)
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Contact
Marketing Pathways for help
marketing your business. Our expertise in strategy, PR, marketing
plans, research, brochures, the web and advertising will deliver
the results you want. We have the capabilities to effectively
create and deliver the brand you want the world to see.
Call today to schedule a meeting to discuss
how we can create sizzle (and results) in your marketing!
724-941-9292
Strategic Thinking. Creative Ideas. Results.
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