20.5.08
Identify potential sales channels
You've got a great product or service, but how do you sell it? Do you open a retail outlet, or go out knocking on doors? Should you recruit your own sales force or engage a sales agent? What about resellers? What about the Internet?
Choosing the right sales channel is one of the hardest, and most important, business decisions you will ever make. Getting it right increases your chances of success substantially.
Online Retail Marketing FAQs
Online retail sales in Canada are growing. The amount of money spent on Online Media Sales is set to increase by 28.8% over the next four years. Traditional retailers are fast becoming the most dominant online retailers, "selling both necessities and discretionary items" to a broader consumer base. Below are questions that were posed to four leading edge Canadian-based retailers who have successfully integrated their physical store and online website.
We spoke with:
read full article...Teenage Love: Even Brands Suffer from Broken Hearts
Marketing youth brands isn’t much different than the fickle world of the teenage dating scene, where one week’s catch, is the next week’s loser with no prospects in sight. Youth brands all compete for the same deep pockets that belong to elusive consumers with short attention spans - while trying to win over parental hearts. As a result, marketers are faced with a dilemma: how do we position traditional products as "must haves" and maintain the "cool" factor?
read full article...
What Do Yahoo’s Sponsored Search Tweaks Mean?
Apparently, “Things continue to be busy here at Yahoo!, and not just because of any on-again/off-again courtship by a company from a rainy land.” Yahoo announced yesterday a few minor adjustments in their Sponsored Search program. Among the changes:
- Status for offline objects (campaign, ad group, keyword, etc.) displays in red. Objects that are online are displayed in blue or black letters.
- The “Top Campaigns” and “Watched Campaigns” tables on the Dashboard page now include a “Status” column.
Connect with customers searching for what you sell
Try search engine marketing with Yahoo! Sponsored Search.Advertise your business in search results on Yahoo! and other popular sites. You can put your business in front of potential customers at the precise moment they’re searching for what you sell.
read full article...
New scheme to combat Google trademark bids
Search marketing agency Greenlight is launching a scheme which it claims will protect brands against Google's controversial strategy of allowing advertisers to bid on trademarked keywords. SearchSentry is a brand-monitoring platform targeted at paid search marketing campaigns, and aims to provide brand defence within the paid search channels of the main search engines.
read full article...Silverjet parts company with Katherine Gershon
Silverjet, the all business class airline, has parted company with its global sales and marketing director Katherine Gershon.The airline has also carried out a restructure of its sales, marketing and customer services team. Tamarah Khatib, previously head of global online marketing, now becomes head of marketing. She is a former online marketer for Screwfix Direct.
read full article...
Marketing Your Marketing
Don’t limit your marketing merely to the media you’re using. Market it all over the place. Anything worth promoting is worth cross-promoting.Guerrillas know that all the media work better if they’re supported by the other media. Put your web site onto your TV commercial. Mention your advertising in your direct mail. Refer to your direct mail in your telemarketing. Plants the seeds of your offering with some kinds of marketing and fertilize them with other kinds.
read full article...
Will China's Brand Medal in the Olympics?
China and the International Olympic Committee's (IOC) management of the 2008 Summer Games is rapidly turning into a brand image and PR disaster, not only negatively impacting on China’s nation brand but also that of the Olympics, an age-old brand synonymous with respect, peace, and teamwork.read full article...
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