Think Tank

Marketing: Art Meets Science

October 23rd, 2014 by hutdogs

BeakersMarketing can be tricky. It’s part art and part science.

All businesses need to market their brand, products and services. But what does that mean?

How much should an item cost? How should it be delivered? Who should we target? What should we offer? How should it be promoted? These questions are the basic elements of marketing.

Each business has its own unique offering, yet all businesses play on the same field but with different rules and ideas.

The art of marketing is experimenting, reviewing and refining. The science of marketing monitors behavior, metrics and proven strategies. Where art and science merge is where the action is best. It’s where a targeted customer heeds the call to action.

The concept of marketing hasn’t changed much. The tools of marketing have evolved. We now have on-line tools like Facebook, LinkedIn, Twitter, Pinterest, Email Marketing, Video and others to consider. Traditional media such as print materials, advertising, sales sheets, monthly specials etc. still play a vital roll.

  1. Finding the mix that fits, starts with a budget.
  2. Refining your message starts with a goal.
  3. Taking action never stops.

With the New Year sneaking up on us, now is the time to define those goals, map out your message strategy and plan your budget. This will make a difference in how you market your business.

What’s your strategy for Cyber Monday?

October 16th, 2014 by hutdogs

Cyber Monday is right around the corner (Dec. 1, 2014). It’s a great opportunity for business owners to leverage the biggest on-line shopping day of the year.

Strategy is everything! Here are a few ideas to get you started:

  • What will you offer? Start working on the offer and how you will get the word out now! What would be the most valuable to your audience? Determine price, discount codes and set up a special page on your web site. Will you run Google ads or Facebook ads? Do you have a good email list you can promote the offer too?
  • Leverage Cyber Monday to build your email list. Let people know something big is coming. Make it exclusive; only those people who are subscribed to your email list will receive the official offer or early access. Constant Contact has great tools to help you build and manage your offer.
  • Use Social Media Channels for real-time offers: Some retailers use real-time delivery and offer a new deal every 10 minutes. Is your offer for the whole day or one every hour?  Make sure to let people know what channels you will announcing your offers (Facebook, Twitter, Email, your web site etc.). Schedule your posts in advance using Facebook’s scheduling tool, Hootsuite or MarketMeSuite.
  • Make your offer easy to share.  Make sure the emails you send out about Cyber Monday include a “share with a friend” link or “share on Facebook” so you can cash in on social media referrals.