Arrow Specialties

We Understand the Point of Promotional Products!

Strategies Designed With Your Results In Mind

System To Manage Your Full Promotional Program

We believe promotional products are not trinkets that you pick out of a catalogue. Rather, they can be strategic enablers to help drive customer loyalty, motivate employees, and extend the reach of your brand. Arrow Specialties takes time to understand your unique business objectives and package creative promotional solutions that deliver real results

Stand out from the crowd and have the awesomeness of your brand remembered. A creative idea delivered in practical way reinforces your brand day-in day-out.more

The battle for an attendees attention can be fierce, and you want them coming to you.more

Customers have many choices today. How are you staying top of mind? Check out these ideas.more

Whether with employees, clients, or the community, relationships are the most important part of business.more

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Promotional M

With over a decade of experience in cutting-edge creative business marketing strategies, we have a host of clever and unique business marketing ideas and promotional items for businesses with a proven history of sending customer traffic through the roof.

Trying to attract customers to a grand opening, home show, or retail promotion is more challenging today than ever before. Consumers are bombarded with the typical retail promotion or advertising message and you need business marketing ideas to help you stand out from the crowd.

Many companies today stick with the same old business promotion ideas used in the past. The problem is that just because these business marketing ideas worked ten years ago, doesnt mean they still work today! The world is changing at a breakneck pace, and the business that doesnt change with it loses the competitive edge.

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Whether you are planning a grand opening, launching a new product line or exhibiting at a trade show, our Cash Cube Money Machines are a great way to bring excitement to your event and spark an immediate interest in your products and services. Its easy to see why this remains the most popular of our promotional marketing products. The display itself is so colorful and animated that it naturally attracts a crowd! Not only is a Money Machine entertaining to the contestant inside, often times you will find the crowd jumping and cheering with anticipation, anxiously awaiting their turn!

Once inside the Money Machine, a flurry of cash begins to fly around. Each contestant has 30 seconds to grab as much cash as they can. The great thing about this business promotion is that instead of offering real currency, you can choose to fill the Money Machine with custom printed dollars or money saving coupons that can be used only at your business. There will be excitement in the air as each contestant steps out with a fistful of money that can be applied to your products or services, ultimately increasing your profits!

We offer a variety of different styles of money machines for rent. Inflatable Machines are great for attracting crowds to grand openings and sidewalk sales. Traditionally shaped like a phone booth, the sleek design of our Hard Case Money Machines is sure to catch the eye of potential customers at home shows. Are you a small business planning a promotion on a tight budget? Opt for one of our economical models like The Octagon. Portable and collapsible, this machine can actually be shipped directly to your event.

Whether you are a small or large business, you are sure to find a money machine to fit your promotional needs. Rent or Purchase one of our standard designs or choose to create a completely custom machine tailored to your promotional marketing needs. No matter what model you choose, our Money Machines are guaranteed to spark interest, attract a crowd and quickly turn passersby into repeat customers. What other promotional marketing product can offer this kind of customer conversion! Still have questions about Promotional Money Machines? Speak to a Business Promotions Specialist at .

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Lets face itmost consumers find it hard to resist anything that is FREE! This is one of the many reasons why Imprinted Promotional Giveaway Items are one of the most effective, economical and long-lasting forms of small business advertising. We offer over 750,000 customized promotional items to choose from. No matter what industry you fit into, you are sure to find the perfect promotional product for your business or marketing promotion!

Promotional Products are also a fantastic business marketing tool to help you build website traffic at an extremely low cost. A company logo and URL on one of our many promotional items introduces customers to your online site where they can buy from the comfort of their homes.

Whether you advertise a grocery store on an eco-friendly tote bag, financial planning services on a calculator or a hardware store on a tape measure, customers will associate your brand with their needs! Imprinted promotional products act as mini billboards, increasing exposure and strengthening your brand image in the minds of prospective and current consumers. Still have questions about Customized Promotional Products? Speak to a Business Promotions Specialist at .

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When planning marketing strategies, it is important to put yourself in the mind of the consumer. If you were given the chance to win a prize by guessing a 4-6 digit combination, wouldnt it be worthwhile to try? Thats just what we had in mind when we created the Promotional Prize Vault.

Rent a Prize Safe for your next marketing promotion and you are sure to attract cheerful, revved up customers to your establishment or trade show booth. The clear walls of the vault allow customers to see whats inside, building excitement and anticipation. Should you choose to offer the $10,000 jackpot, you wont be responsible paying any of it! Thats right; you only pay a small fee to insure the prize!

Whether you choose to rent or purchase the Prize Safe, you will quickly find that it is the ideal marketing tool for repeat promotions. Once you have driven traffic to your business with the incentive of unlocking the prize vault, youve solved one of the hardest problems with increasing sales. It is much simpler to turn a visitor into a customer than it is to bring a customer in the door. Still have questions about the Promotional Prize Vault? Speak to a Business Promotions Specialist at .

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Any business can benefit from an inexpensive yet effective business promotion. Whether you are a small business on a limited budget, or a huge operation looking for supplemental marketing strategies, customized promotional scratch-off cards are sure to get your business noticed!

Scratch-off cards are a great way to promote your business at a distance. Put them in community mailings with encrypted prizes so that customers will have to visit your business to see what theyve won. This retail promotion is sure to get consumers in the door! Customized scratch-off cards can also be handed out to new customers as an incentive to buy right away rather than go home to think about it.

Like all of our promotional marketing products, customized scratch-off cards are made from high quality materials. Available in a number of different sizes and styles, Promotional Scratch-Off Cards can even be customized with your business logo or any other custom design. Dont have a logo? No problem! Our team of graphic designers can create a design that is sure to capture attention! Still have questions about Customizable Scratch-Off Cards? Speak to a Business Promotions Specialist at .

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When you create an atmosphere of casual fun, consumers may not even realize they are shopping. Promotional Prize Wheels help you to change the way customers view sales. As participants spin the Prize Wheel to reveal savings on purchases, they dont feel like they are spending money, they feel like winnerswinners with a strong incentive to buy!

With over 25 models to choose from, you are sure to find the perfect Prize Wheel to fit your promotional marketing plan. The 20.5 prize wheel is perfect for a tabletop display, making it a smart choice for small businesses participating in home shows. To make a bigger impact, try our huge 72 stand-alone prize wheel which can be emblazoned with your business logo.

Our stock models include interchangeable prize slots that can be tailored to your current business promotion. Other prize wheels have numbers and you can assign each number to any prize you like. The Promotional Prize Wheel can be part of a new retail promotion, but many owners quickly integrate them to be a permanent part of their businesses. Still have questions about Promotional Prize Wheels? Speak to a Business Promotions Specialist at .

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If youve ever watched popular game shows, youve probably seen Plinko! Its a large board with small pegs located throughout and deep wells at the bottom that correspond to your individual prizes. Game players drop a plastic puck down from the top and watch with anticipation to see where the puck ends up and which prize theyve won! This anticipation quickly gathers a crowd, which makes Plinko an ideal choice for grand openings, home shows and other forms of small business advertising.

Stock Plinko boards are available in both white and black, and customers can choose from both mini and full size versions. Each one comes with three pucks; however, it is possible to purchase extra pucks if needed. Stock Plinko boards can be customized with easy to use templates found online, which means you can get a unique retail promotion at an affordable price.

For a truly one-of-a-kind Plinko board, have a custom one created. Each custom plinko board offers a personalized changeable face plate, and three Plinko pucks that can be branded on both sides. Still have questions about Plinko Boards? Speak to a Business Promotions Specialist at .

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Do you want guaranteed fun and guaranteed prizes? If so, the Dice Winners Prize Dice Game is the best business promotion idea for you! Your customers will take a pair of dice and drop them down a plastic chute. The dice wiggle and fall until they finally land at the bottom of the game. The numbers on the dice are added up, and the sum total corresponds to prizes that are listed on the side of the Prize Dice game. Everyone is a winner, every time, making it a popular small business advertising tool!

With easy to use templates online, customizing the Prize Dice game is easy! Templates are available for the games background, insert, header and footer. Each template can be printed using Microsoft Word, Adobe Illustrator or Adobe Acrobat, which means that nearly anyone with a computer can easily customize the Prize Dice for any promotional marketing event.

The Prize Dice is affordable, portable and reusable, making it perfect for grand openings, retail promotions and home shows. Still have questions about our Price Dice Games? Speak to a Business Promotions Specialist at .

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Imagine receiving a one-of-a-kind prize ticket in the mail. Youre not sure if youve won, but to find out, you need to visit a local business and insert the ticket into a special machine The Prize Decoder! Instantly, youll know if youre a winner. Its one of the most effective small business advertising promotions available, but you dont have to be a small business to use one!

The Prize Decoder comes in either a tabletop model or a floor standing model. Its possible to rent them on a weekly basis. Both purchased and rented decoders are available with a fully customized panel, however many businesses find that the Prize Decoder is one of their most popular business marketing strategies and they wished they would have purchased it from the beginning!

If youre interested in your very own Prize Decoder, its easy to program yourself. This means you can use your purchased Prize Decoder for multiple business marketing strategies, and even change the full color video display to easily switch your retail promotion. Still have questions about the Prize Decoder Scan to Win Promotion? Speak to a Business Promotions Specialist at .

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If youre looking for a way to add some electric excitement to your grand opening or promotional event, the Buzzwire Game is just what youre looking for! Contestants must move a small hoop along a wire without touching the two when they connect, the game lets off a loud buzzing sound that attracts attention from all over the room! You can even adjust the volume of the buzz to your desired noise level. Each Buzzwire Game includes two different sized hoops, allowing you to change the difficulty level. Ideal for outdoor promotional marketing events, it runs off a rechargeable battery pack so you never have to worry about finding a power source!

Great for small business advertising, it is possible to rent or purchase the Buzzwire Game. Each panel can be completely customized so that you can display a logo, or highlight a prize that customers are competing for.

If you host multiple promotional events, its also possible to purchase the Buzzwire Game. The customized plates can be swapped out easily, meaning Buzzwire can be an integral part of your retail promotion or small business advertising. Still have questions about the Promotional Buzzwire Game? Speak to a Business Promotions Specialist at .

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If youre looking for a one-of-a-kind promotion for grand openings, home shows or marketing events, a Treasure Chest is the ideal solution. These treasure chests are available in a number of different models, from clear Lucite chests that let customers see the prizes inside, to wooden versions that mimic a real pirates chest. These treasure chests come with just a few working keys (the rest are bogus), which means that you can easily control the number of prizes that are awarded. What makes this one of the best grand opening ideas or business promotion ideas is that your customers have to come into your business in order to see if theyve won!

There are a number of customization options available. You can purchase a display stand with a-one-of-a-kind sign to promote your business. We can even create the custom sign so you can be sure that you have a professional looking promotional marketing piece.

While any treasure chest makes a great business marketing strategy, the most popular sellers are the Deluxe Package and the Economy Package. Both come with a chest, a lock, winning keys and bogus keys! Still have questions about Treasure Chest Promotions? Speak to a Business Promotions Specialist at .

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Toss N Win is a game that people of every age can play, though sometimes its referred to as corn hole. While its a simple idea, its a great way to entertain customers and create a fun, friendly atmosphere at storewide sales, home shows or outdoor marketing events.

Its incredibly lightweight and portable, and takes almost no time to set up. To play, participants will toss a bean bag towards a high impact resistant board and aiming at a small hole towards the top of the board.

Each corn hole game includes eight bean bags that are available in a number of different colors. These bean bags can be left blank or they can be imprinted with your company logo for a one-of-a-kind promotional marketing item.

The customized boards serve as promotional billboards for your business, displaying your company logo, current sales or new products. Each Toss N Win game is available in both a single color printing process and a four color printing process, which is an excellent choice for those looking for eye-catching, vibrant colors. Still have questions about Toss N Win Trade Show Games? Speak to a Business Promotions Specialist at .

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One of the oldest and most recognized promotional marketing ideas is the raffle drum. Customers will rush to your business if you can entice them with the chance to win amazing prizes, money saving coupons or free products and services. Whether you choose a brass model or the acrylic version, set your raffle drum in a high-traffic area and watch as people come flocking to enter for the chance to win!

Some businesses choose to put entry forms and pens near the raffle drum. However, a raffle has also proven to be a successful direct mail marketing strategy. Mail out customized entry forms and invite customers to stop by your business to drop off their entry. This is a great way to get attract new customers to grand openings home shows and retail promotions!

Acrylic and brass raffle drums are available in both small and large models, which means that youll be able to choose the ideal size for your business promotion. Each comes with a stand, a turn handle and a hinged door with a latch, to protect the integrity of your entries. Still have questions about Raffle Promotions? Speak to a Business Promotions Specialist at .

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Nothing draws a crowd at business grand openings or home shows like the smell of freshly popped popcorn! With custom popcorn machines, youll be able to attract customers and further your brands recognition at the same time, just by tantalizing their taste buds. Whether youre charging for popcorn or simply giving it away to clients, you might be surprised at how easy it is to draw a crowd with minimal effort.

Each stock popcorn machine can be customized with a simple plaque or transfer, but those arent the only personalization options. Its also possible to order completely customized popcorn bags, which ensures that everyone walking around your event is a source of small business advertising for your company.

If youre planning on making popcorn a regular part of your promotional marketing and youre looking for maximum exposure, opt for a fully-customized machine branded with your company logo and marketing message. Choose your own colors and add a screen printed logo and plastic etching so your customers will never forget the popcorn from your company. And when your customers are happy and well-fed, theyll be more likely to do business with you! Still have questions about Customized Popcorn Machines? Speak to a Business Promotions Specialist at .

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To attract attention to your retail promotion, you need out-of-the-box business promotion ideas that set you apart from the competition. How many other businesses in your area have a robot handing out pamphlets or announcing current sales to customers? An encounter with one of our animated robots is sure to leave a lasting impression in the minds of your consumers!

We have a variety of robots for rent or purchase, each offering a unique experience for everyone it comes in contact with. Whether you choose to rent a small robot that can easily maneuver through crowds or a larger model with animated movements and bright colors, our Promotional Robots are sure to drive traffic to your business.

If you really want to turn heads, purchase a giant custom gorilla robot. Designed for indoor and outdoor use, these 66 gorillas serve as giant advertisements for your business. The gorilla robot includes a 21 x 36 customized sign to hang around his neck. By adding a Promotional Robot to your business marketing strategies, youre sure to attract attention in a BIG way! Still have questions about Promotional Robots? Speak to a Business Promotions Specialist at .

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For a memorable promotional marketing event, create a fun and exciting atmosphere with a Portable Photo Booth! Great for small business advertising, home shows and grand openings, this appealing attraction is guaranteed to stir up enthusiasm and engage your customers!

Photo Booths are a great way to show appreciation to your customers. Offering the opportunity to step inside the booth and have their picture taken for free creates lasting memories and more importantly, loyalty to your brand. Not only are they easy to use, easy to set up, and easy to ship, our photo booth rentals are also cost-effective, providing you with the most value for your rental.

Do you participate in ongoing promotional events? Rent or Purchase a completely customized photo booth imprinted with your company logo and marketing message. Is doesnt stop there, you can even add your logo on photo strips, providing attendees with a memento that they will cherish long after your event is over! When customers look at their photo, remembering the fun they had, your name and contacts will be right there! Still have questions about Promotional Photo Booth Rentals? Speak to a Business Promotions Specialist at .

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Retro themed video games like Pac Man, Stargate and Pinball bring back nostalgic memories of hours spent in the video arcade, while more difficult games like the Putting Challenge, target shooting or a checkpoint-style racing game can bring out the competitive kid in anyone who visits your companys grand opening , retail promotion or home show exhibit. Watch the crowds gather naturally as everyone waits for a turn to play, and take advantage of this captive audience to share information about your products or services.

With a number of different game models to choose from, you are sure to find a video game attraction to meet your promotional marketing needs. Both tabletop and stand alone video games are available for rent or purchase, however unlike previous versions, these video games dont need quarters to work. Its possible to customize each model with your companys logo, even if youre simply renting the game.

If the video game is going to become a regular part of your promotional marketing strategies, purchase your very own customized unit. No matter which model or type of video game you choose, set-up is simple and only requires a three prong electrical outlet. Still have questions about Video Game Attractions? Speak to a Business Promotions Specialist at .

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Nothing beats the pure thrill of a slot machine. Pull the lever, watch the wheels spin, and win! With all the bells, lights and excitement of a casino, the Cha-Ching! Slot Machine is the real deal! The only feature missing is the clinking of coins. Instead, customers win prizes such as cash, money saving coupons or free merchandise.

Like all of our promotional items for rent, our Slot Machines are customizable. They carry your company logo, of course, but the options go much further. You control every aspect of the slot machine. Set the odds of winning high and everyone walks away a winner; set them low and create excitement and anticipation as the customized slot machine wheels spin.

With the Cha-Ching! customized slot machine no one is a loser. You choose the prizes so even customers who dont win big cash discounts can still win something and have fun. Rent or purchase a customized Slot Machine that can be repeatedly used at all of your promotional marketing events and not only will your customers feel like winners, their loyalty to your brand will skyrocket! Still have questions about Promotional Slot Machines? Speak to a Business Promotions Specialist at .

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Everyone knows what an ATM is, which is what makes the Promotional ATM one of the most popular business marketing ideas. Give customers a promotional card that has a magnetic strip, and stand back as they swipe it through the machine. The machine can be placed in prize mode or promotional mode so that you can control the prizes the ATM Money Machine gives away.

If your promotional marketing needs only happen once in a while, like a grand opening or home shows, consider renting an ATM Money Machine. The machine arrives programmed with a one-of-a-kind promotional message on the screen, and you can customize it to give out gift certificates, reward dollars, or even coupons for high value products and services.

Companies that want to use the Promotional ATM as a regular part of their retail promotions or small business advertising can take advantage of the custom imprinting and the full color vinyl wraps. When an ATM Money machine is emblazoned with your companys logo customers wont be left wondering just whos providing this fun promotional marketing idea! Still have questions about Promotional ATM Machines? Speak to a Business Promotions Specialist at .

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Nothing attracts attention and brings customers into your business like a giant marketing balloon. Some of the most popular inflatables include shapes like arches for customers to walk right through, domes, hot air balloons and blimps. Another popular inflatable is the larger-than-life gorilla. Use the gorilla to attract attention to your grand opening, home show exhibit, or to advertise one of your business promotion ideas, like a contest or raffle.

If youre looking for a truly one-of-a-kind inflatable, have one created! We can design a giant inflatable in the shape of your companys logo, your products, or anything else that helps customers recognize your company, making inflatables one of the most effective promotional marketing strategies for grand openings.

If you need an inflatable with a smaller footprint than a gorilla, consider a sky dancer. These sky dancers will stretch, jump and wiggle high into the air and will turn heads from all directions. Theyre available in a number of different colors, so its possible to match them to your companys colors for fully branded promotional marketing strategies. Still have questions about Custom Marketing Balloons? Speak to a Business Promotions Specialist at .

The Disadvantages of Marketing Promotional Strategies

[Marketing Strategy] Advantages and Disadvantages of a Marketing Strategy

[Promotional Pricing Strategy] Benefits of a Promotional Pricing Strategy

[Business Promotion] Business Promotion & Its Disadvantages

[Advantages] What Are the Advantages & Disadvantages of Marketing Orientation?

In the course of running your business, you probably get multiple calls every week, from yet another marketing and promotional expert, who wants to help you generate more sales. This sounds great, after all, what business owner doesnt want more customers? But there are some disadvantages to marketing and promotional strategies, which most of those callers wont disclose to you. Carefully weigh the pros and cons, before you implement a new marketing strategy.

The key to successful sales promotions is inuncertainty.When consumers know that their favorite cereal goes on sale every other week, they will wait for the sale rather than buy it at full price. So while the product retail price never changes, the sales price creates a new margin for normal sales of the product. Consumers become sensitive to the cost when it goes back to normal pricing. This is true for all products from cereal to televisions. Most consumers will wait for the holiday sale season to buy high-ticket items such as electronics.

Its easy to fall into the trap of seeing a sales promotion work for one product and then do it again. Instead of always running the same promotion, business leaders need to consider how to vary their promotions, and to have them work together so that they can maintain the overall profit margins on products.

When consumers see something always on sale, they wonder about that products quality. Products have an MSRP, the Manufacturers Suggested Retail Price. If the MSRP price is $59.99 for a pair of shoes that are always on sale for $19.99, customers will wonder if the shoe is really worth $59.99. Consumers are savvy, and they do not like inflated price mark ups. The promotional price puts the question in the customers mind about value. When the product is no longer on sale, the customer might not even consider it.

As a business owner, you dont want customers saying, Id buy it if it were half price. Good sales promotions dont simply put an item on sale; good sales promotions market the true value of the product, so that customers feel like they are getting a real bargain at the promotional price.

Because of the risks that sales promotions have to create price sensitivity and potentially tarnishing the brand, these are really only effective as short-term strategies. The problem is that many business owners will implement sales promotions to draw more customers in, but when the promotion is done, customers are gone. Launching a promotion takes time, energy and capital investment. If the margins on products are significantly reduced during the promotion and there was no integration of the promotion into a long-term sales strategy, then promotions will fail the long-term business goals.

Consumers will come in for a cheap product, and then theyll leave until there is another promotion. Business leaders need to look at how promotions capture the attention of consumers and how they define exactly how to keep that attention for long-term success. Otherwise, the promotional marketing strategy may seem as if it generates a lot of company interest, but that it will never produce the needed results.

With more than 15 years of professional writing experience, Kimberlee finds it fun to take technical mumbo-jumbo and make it fun! Her first career was in financial services and insurance.

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TheAdvantagesof an Increase in Promotion & Advertising

Advantages and Disadvantages ofPricing Strategies

Traditional Marketing

Traditional marketing has always been defined by the 4PsProduct, Promotion, Price and Place. Traditional marketing techniques typically focus on identifying the right audience segment, understanding their behavior, and providing the proper incentive to get them to buy a product or service, and in addition, there is the location or channel consideration. Sound familiar?

In the past, marketers were limited to one-way broadcast media. The goal was to use the proper media mix to deliver as many impressions as possible, providing the right promotional incentive to get the consumer to buy the product or service. With the advent of Google, the increasing penetration of smartphones, and the proliferation of social media platforms marketers now face a daunting array of possible options. It now has been suggested that marketers add a fifth P for People to the mix.

Identifying and understanding your target audience is still the key to marketing success.Many traditional marketing techniques remain appropriate. Audience segmentation is one example. Marketers can identify ways to provide a relevant and meaningful customer experience by creating segments for a number of components like:

Do you have a current and precise overview of your target audience so that you can create apersona? The first step is to know your customer so that you can tailor relevant messages, offers and content to them, taking into consideration the media preference of your audience throughout an entire lifecycle.

With defined audience segmentation and on target offers, traditional marketing is still very effective when acquiring some customer segments.Traditional marketing strategies offer an effective way to deliver content to current and prospective customers, and can become a catalyst to drive your web site along other traffic marketing assets. This traditional marketing approach is often referred to as push marketing.

Promotions and offers are still important pieces in the marketing mix, but in 2013, content is a new form of currency. Instead of relying solely on coupons and price discounts, marketers can offer valuable information that consumers will find relevant and engaging.

Delivering the right message through the proper channel is more important than ever. Traditional marketing strategies still work as they expand to incorporate more options.

Heres how Strategic Marketing Solutions can help with your traditional marketing strategies:

Cause marketing

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Cause marketingis defined as a type ofcorporate social responsibility, in which a companys promotional campaign has the dual purpose of increasing profitability while bettering society.[1]

A similar phrase,cause-related marketing, usually refers to a subset of cause marketing that involves the cooperative efforts of afor-profit businessand anon-profit organizationfor mutual benefit. A high-profile form of cause-related marketing occurs at checkout counters when customers are asked to support a cause with a charitable donation. Cause marketing differs from corporate giving (philanthropy), as the latter generally involves a specific donation that istax-deductible, while cause marketing is a promotional campaign not necessarily based on a donation.

The first known case of cause marketing in America was in March, 1974[2]when Carr & Associates International was formed by John T. Carr as a way of giving back by engaging charitable causes and businesses to support each other. The organization was promoted by John T. Carrs focus on enlisting businesses to give back referral fees on what they might normally spend for marketing; and having those funds redirected toward the charitable cause of the buyers choice. The name was soon changed to Charitable Giving Foundation and is still headed by the Founder, CEO & President John T. Carr. Over the past 40+ years the Charitable Giving Foundation has helped generate millions of dollars to various Charitable causes and is still helping generate these much needed funds to Charitable causes.

In 1976, the first major cause marketing campaign was executed through a partnership between theMarriott Corporationand theMarch of Dimes. Marriotts objective was to generate highly cost-effective public relations and media coverage for the opening of their 200-acre (0.81km2) family entertainment center, MarriottsGreat AmericainSanta Clara, CA. The March of Dimess objective was to greatly increase fundraising while motivating the collection of pledges by the programs deadline. The promotion was conducted simultaneously in 67 cities throughout the western United States. This cause marketing campaign and partnership raised an unprecedented[3]$2.4 million to become the most successful promotion[3]in the history of Chapters West of the March of Dimes, while providing hundreds of thousands of dollars in free publicity and stimulating a 2.2 million person attendance, a regional theme park record, for the opening year of the Marriott entertainment complex.[3]

Another of the first examples of a cause-related marketing campaign was initiated in 1979 by Rosica, Mulhern & Associates forFamous Amoscookies.[4]In this campaign,Wally Amosbecame the national spokesperson for the Literacy Volunteers of America.[5]According to the organization, Wally has alerted more people to the illiteracy problem than any other person in history. This strategic cause marketing tie-in helped to tell theFamous Amoscookie story while maintaining visibility, and is responsible for many new and expanded literacy programs. This case study is now used in university classrooms nationwide as an example of successful cause-related marketing. In 1982Nancy Brinker, founder ofSusan G. Komen for the Curewas an early pioneer of cause marketing, allowing millions to participate in the fight against breast cancer through businesses that share Komens commitment to end the disease.[6]

The recent interest in cause-related marketing is generally argued to stem from American Express, who apparently coined the phrase in 1983. Following various pilot schemes in 1981,American Expressdeveloped a campaign which donated funds to a number of differentnon-profitorganizations as part of the San Francisco Arts Festival. Essentially every time someone used an American Express Card in the area, a 2-cent donation was triggered and each time new members applied for a card a larger contribution was made. The marketing goals that American Express had for this programme were apparently exceeded. Card usage was reported as having increased significantly and relationships between American Express and their merchants also improved as a result of the promotion. From the charitys point of view, despite being a short-term campaign, $108,000 was raised, making a significant contribution to their work. The terms cause-related marketing and cause marketing have continued to grow in usage since that time. In more recent years the term has come to describe a wider variety of marketing initiatives based on the cooperative efforts of business and charitable causes.[7]

According to a report published byonPhilanthropy,[8]cause marketingsponsorshipby American businesses is rising at a dramatic rate. Citing an IEG, Inc. study, $1.11 billion was spent in 2005, an estimated $1.34 billion was be spent in 2006, and the number has risen further in 2007. As an update, IEG[9]reported that cause grew 3.9% to reach $1.85 billion in 2014. For 2015 they forecast 3.7% growth for cause to reach $1.92 billion.[10]

Cause-related marketing is a powerful marketing tool that business and nonprofit organizations are increasingly leveraging. According to the Cone Millennial Cause Study in 2006,[11]89% of Americans (aged 13 to 25) would switch from onebrandto another brand of a comparable product (and price) if the latter brand was associated with good cause. The same study also indicated that a significant percentage surveyed would prefer to work for a company that was consideredsocially responsible. This can be linked to the increase in workplace giving programs. Earlier studies by Cone indicate an upward trend in the number of Americans who associate their own buying habits with cause marketing as well as an expectation that those companies to be good corporate citizens.[12]These studies also show a substantial increase from just before to just after theSeptember 11, 2001 attacks.

Numerous other studies have also been conducted to show that cause-related marketing has helped to increase a companys profits. For example, in the cause marketing campaign by American Express (to which the term cause marketing is attributed), the company saw a 17% increase in new users and a 28% increase in card usage. Evidence shows thatCSRvoluntarily initiated by firms will result in more opportunities for profit than CSR mandated by the government.[13]

The possible benefits of cause marketing for nonprofit organizations include an increased ability to promote the nonprofit organizations cause via the greater financial resources of a business, and an increased ability to reach possible supporters through a companys customer base. The possible benefits of cause marketing for business include positivepublic relations, improvedcustomer relations, additional marketing opportunities, and making more money. These benefits occur because this marketing model gives the consumer the feeling of being a philanthropist while doing something as simple as buying a pair of shoes.[14]

With that said, there are some concerns related to cause marketing. The issue of trust has emerged as central to the potential for the impact of cause marketing. Specifically, 78% of consumers reported that a partnership between a nonprofit and a company that they trust makes a cause stand out (2010, Cone Nonprofit Marketing Trend Tracker). If a consumer doesnt trust the business that is behind the cause marketing campaign, it can be seen as an insincere effort to attract more loyalty from consumers. For that reason, it is important that the cause marketing campaign be authentic to the brand image of the products which are running the marketing campaign. Another potential issue with cause marketing is the possible increase in the price of the cause-related products. In fact, only 19% of consumers would be willing to buy a more expensive brand if it supported a cause (Cone, 2010).[15]Consumers are also not sure about how much money actually gets donated, according to Eikenberry (2009).[16]

Although originally a marketing strategy that occurred offline, cause marketing has been conducted more and more through online channels in the last decade. This is due in part to the increasing percentage of households with internet connections. As with other types of marketing campaigns, companies can leverage online marketing channels along with other offline channels such as print andmedia. (Sometimes referred to asintegrated marketing).

The advent of online cause marketing has allowed consumers, for example, those who are loyalty program members, to take a far more active role in cause marketing. This isdemocratized transactional giving. It means consumers, rather than companies, decide which causes to support and advocate for. An example of how this works could be a company allowing its loyalty program members to convert unredeemed rewards, such as points or miles, into cash donations to causes of the customers own choosing, rather than have the company select the charities. An online platform is necessary to connect the customers to a large-enough selection of charities.

In recent years, online auctions have been used in cause marketing strategies using a number of differentonline auctionplatforms. Companies have created programs to help sellers and corporations donate a percentage of their sales to a nonprofit organization through the use of auctions. Businesses and nonprofit organizations can also use the program for cause marketing and nonprofit fundraising programs.

Companies and charities can not only raise money through online auctions, but create awareness for a specific cause or charity. Online auction bidders can view photos, descriptions and suggested bids of items online, as opposed to items in a showroom. Most online auctions use a style of bidding calledproxy bidding, in which the online system makes bids for the actual participant in increments up to the maximum bidding amount set by the participant.[17]

Alternatively, many online auctions are manual auctions, in which the participant comments or posts their bid themselves before a particular ending auction time. Sometimes, participants will call or email their bid to the online auctioneer, with the auctioneer updating the auction in real time. This type of charity auction works best for auctions with fewer items, or auctions with an expectation for fewer bids.[18]

Cause marketing can take on many forms, including:

Transactional Campaigns: A corporate donation triggered by a consumer action (e.g. sharing a message social media, making a purchase, etc.) and Non-Transactional Campaigns: A corporate donation to a cause such as in cause sponsorship is not contingent on an explicit action of the consumer.

Point of Sale Campaigns: A donation solicited by a company at the point of sale but made by the consumer (e.g. consumers are asked to round up their purchase or donate a dollar when they check out online or in-stores)

Message-Focused Campaigns: Business resources are used to share a cause-focused message. For example, a campaign that encourages behavior change (e.g. dont text and drive), drives awareness about an important cause (e.g. talking with elderly parents about driving) or encourages consumer action (e.g. signing a petition to save whales from captivity).[19]

Portion of Purchase: Businesses donate a portion of their sales to a nonprofit or cause.[20]

Pin Ups: Primarily for in-house use. Customers will donate and fill our their name on paper icon, which will then be hung up in the store.[21]

Buy One Give One: Businesses will donate a product with comparable value to a designated product based on each sale of that product.[22]

Volunteerism: Rather than asking for a donation, businesses will ask if customers will volunteer their time to a certain organization.[23]

Digital Engagement: Businesses create a digital experience using social media and software engineers to spread awareness and raise funds for a cause or nonprofit.[24]

One example of cause-marketing would be the partnership ofYoplaits Save Lids to Save Lives campaign in support of theSusan G. Komen for the Cure. The company packages specific products with a pink lid that consumers turn in, and in turn Yoplait donates 10 cents for each lid.

DICKs Sports Matters was launched in 2014 to raise awareness about the issue of underfunded youth athletics and create a crowd-funding platform through which selected youth sports teams could raise money from supporters and earn a matching grant through the DICKs Sporting Goods Foundation.

An example of a nonprofit certification of a product (business) includes theAmerican Heart Associations stamp of approval onCheerios, the popular breakfast cereal. The American Heart food certification program grants use of its Heart Check icon and name to dozens of cereals and juices meaning that that product meets the Associations low-fat, low-cholesterol standards

Launched in early 2006,Product Redis an example of one of the largest cause-related marketing campaigns to date given the number of companies and organizations involved as participants as well as its reach worldwide. It is also an example of a cause marketing campaign that is also a brand on its own. Product Red was created to supportThe Global Fund to Fight AIDS, Tuberculosis and Malaria(aka The Global Fund) and includes companies such asApple ComputerMotorolaGiorgio Armani, andThe Gapas participants.

PeaceKeeper Cause-Meticsis a cosmetics company for which all profits, are used to support womens health advocacy and human rights issues, while educating the mass consumer about many issues within the Human Rights field. The Company was established in 1999.

Organ, Michael.Cause Marketing Definition

Chong, Rachael (2010-03-18).Cause-Related Marketing: Just Plain Ol Marketing?.

Making the Case for Cause Marketing: Impact on the For-Profit and Nonprofit Communities

The Record article, He spread word on literacy aid

Susan G. Komen® News. Retrieved on 2013-07-29.

Cause Related Marketing – Sue Adkins – Google Books. m. Retrieved on 2013-07-29.

Sponsorship Spending Growth Slows In North America As Marketers Eye Newer Media And Marketing Option. Archived fromthe originalon 2015-12-28

Civic-Minded Millennials Prepared to Reward or Punish Companies Based on Commitment to Social Causes


Armstrong, J. Scott; Green, Kesten C. (1 December 2012).Effects of corporate social responsibility and irresponsibility policies

Eikenberry, Angela M. (2009). The Hidden Costs of Cause Marketing.

Quinn, Laura S. (2011-07). A Few Good Online Auction Tools. ideal-ware. Retrieved 2014-1-16.

Quinn, Laura S. (2011-07). A Few Good Online Auction Tools. ideal-ware. Retrieved 2014-1-16.

Cause Marketing Halo Award Winners Search Previous CM Halo Award Winners – Cause Marketing Forum.

Phu, Cindy N. (2010).Save Africa: The commodification of (PRODUCT) RED campaign

. California State University, Los Angeles.

Effective partnerships key to combating gender-based violence.

The Cause Marketing Forum(training, education and annual conference focused exclusively on cause marketing)

List of Noted Organizations and Foundations promoting Business-Nonprofit Partnerships

Cause Related Marketing Survey Report

Where Does Cause Marketing Go From Here – IEG Sponsorship Report Article

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Promotional strategies in internatiol markeng

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Promotional strategies in international marketing

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Chapter 14 Global Promotion Strategies

The importance of regional grouping…

Promotional strategies in international marketing

Promotional strategies in international marketing

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Promotional strategies in international marketing

2.Identifying the target audience Determining communication objectives Determining the message Budget decisions

3. Overcoming the Language Barrier  IBM slogan solutions for a small planet became ▪ solutions for a small world in Argentina  English slogan used worldwide ▪ You and US UBS  Overcoming the Cultural Barrier  In Saudi Arabia only veiled women can be shown inTV commercials  Political sensitiveness ▪ Cadbury Kashmir Advertisement Too good to share

4.Percentage of Sales Competitive Parity Objective and Task Method

5. StandardizationVersus Customization (Adaptation)

6.Scale Economies Consistent Image Globalization of Media • Television :TimeWarner,Viacom Global Consumer Segments CreativeTalents in Ad Agencies

7. Cultural Differences  Advertising Regulations  Ad in Indonesia  Market Maturity  IcedTea in Europe  NIH (Not Invented Here) Syndrome

8. Laissez-Faire.  No centralized policy  Export Advertising  More People Go withVISA (2009)  Prototype Standardization  Mercedes/TAG Heuer: Handbook to communicate its advertising guidelines to local subsidiaries  RegionalApproach  Concept Cooperation

9. Growth of Commercialization and deregulation of mass media  Rise of Global and Regional Media  Growth of Non traditional interactive media  Improved media monitoring  Coverage, circulation etc

10. Advertising ofVice Product  In Japan word Safe can not be used for promoting over the counter drugs  Comparative Advertising  Foreign Made Ads  In Malaysia: 80% of ad production cost to be spent within the country  Content of Advertising Message  Advertisements targeting children

11.Sales Promotion Direct Marketing Global Sponsorships Mobile Marketing Trade Shows Product Placement Viral Marketing

100 Courses and Counting: David Rivers on Elearning

Creative Insights: Renaldo Lawrence on Elearning

Chapter 14 Global Promotion Strategies

The importance of regional grouping in africa

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5 Keys to a Great Small Business Marketing Strategy

Whats the difference between the confident entrepreneurs who lead growing businesses and owners who cant get out of survival mode? It all comes down to this: All successful businesses have a clear marketing strategy that makes everything they do more effective.

Unfortunately, many busy small business owners get so caught up in tactical daily marketing execution like building a website, sending email, tweeting, advertising, optimizing a landing page, blogging and so on, that they are not taking the time to work on the decisions thatll improve the performance of their tactics.

Strategy is simply the decisions you need to make so your tactics work better. Your marketing strategy is the foundation for creating awareness, generating interest, closing new sales and continuing customer engagement. Your marketing strategy guides your company culture, your products and services mix and your pricing.

There are many things to consider when crafting a successful strategy, but there are five key decisions that over the years I haveseen help hundreds of small business owners grow their sales and create sanity in their businesses.

Who is your narrowly defined target customer?

In which category does your business exist?

How are you clearly different from your competitors?

To make your tactics work better, to grow your business and bring sanity to your world, you have to decide on the single, simple answer to each of these questions and commit to not changing it for a year or two.

This is focus. And focus is almost always the difference between a business that grows profitably and one that never seems to gain any momentum. You can continue to hope that next time that email is going to work better, or you can develop a clear focus and a realistic strategy.

The first decision in any marketing strategy is to define your target customer. Who do you serve? always needs to be answered clearly before you can execute any tactic effectively. This means you have to say no to other potential customers who might buy from you but who are clearly bad fits for your narrow focus. This takes time to develop the discipline, but you cant do effective marketing without it.

Focusing on a well-defined target may make you uncomfortable at first, but stay the course and follow through. An accountant friend of mine changed his business from doing taxes for anyone in Phoenix to a CPA who does taxes and investments only for physicians his best customers who have special needs. He made this change over a period of two years and tripled his business, narrowed his service offerings and strengthened his pitch.

If you are spending time and money on marketing but your efforts are not driving enough sales, the problem is almost always that you havent narrowed your target market definition enough to be effective. The narrower you define your market so you can focus on those that you can best serve and those that can best service you, the more effective your entire business will be.

Your category is simply the short description of what business you are in. What few words would someone say to describe your business? Starbucks is high-quality coffee Chipotle is fresh Mexican burritos. My friends tax business is simply tax accounting for physicians in Phoenix.

Most business owners cant resist over-complicating their company descriptions. This leaves people unsure of what you actually do, which weakens your marketing effectiveness. Heres a simple rule: If someone cant clearly remember your category description a month after you meet them, they were never clear about what you do in the first place.

Clearly defining your category helps amplify your marketing and sales efforts. Think of what it would take to be the best the leader in your category. Youre not the leader? Then narrow your category definition (or your target market focus) until you are the leader. A focused laser can melt steel at a distance, but the same light undirected has no effect. Be laser-like in your focus.

Your unique benefit should highlight the one (or two) main things your product or service actually delivers (benefits) that your target customer really wants, not a long list of all the things your product does (features).

At Infusionsoft, we know our customers dont just want our software: They want to grow sales and save time. We dont describe everything our software does or the hundreds of benefits, we keep our focus on those threekey benefits in everything we do. And the simpler we describe it, the better our marketing works.

When someone is looking to buy a solution to a problem, they will quickly make sense of the alternatives to compare against your competition. However, most entrepreneurs havent specifically defined who their real competition is and dont focus their messages to create clear differentiation for their buyers. This frustrates the buying decision process and makes your marketing efforts weaker.

You need to be clear in your own mind about what your biggest competition is. If you are a tax accountant, is your competition really the other tax accountants in town? Other CPAs or financial planners? DIY tax software? Doing taxes manually? National tax accounting chains? Each competitor type would create different comparisons, so you need to narrow it down to one or two main competitor types.

Once you have defined your competition, make a list of all the things you do differently andbetter. Then rank each of them by how important these factors are to your target customer. Pick the top one or two and put them on your homepage and include them in your elevator pitch.

Dont overcomplicate this. People just want to know one or two things to move their decision along. Is it cheaper? Do you have faster delivery? Best personalized service? Are you the only accountant who exclusively serves physicians in Phoenix?

When you put the fivekey decisions of marketing strategy in a sentence form, it looks like this fill-in-the-blank statement:

Your company name is the leading category for target customers that provides unique benefit. Unlike competitors, your company does unique differentiator.

Ourgrowth rate doubled when we focused and committed to this clear and simple marketing strategy.

Try it for yourself: Fill in the blanks to create the marketing strategy statement for your own business. Get some perspective from employees, friends and best customers. List all the possibilities and then make some decisions. Say it out loud a few times. You should feel clarity and power coming through. It will also show you a few things you could stop doing in your business that would create more focus.

Can you see why it makes no sense to Tweet, to send a broadcast email or build a new website if you are not clear about your marketing strategy that has laser-like focus? Doing these tactics without a road map your marketing strategy will not deliver the right customers and will give you fewer sales than if you had invested the time to implement a focused marketing strategy.

Heres the real secret that successful companies practice with extreme discipline: Creating a clear marketing strategy is not what companies do after they get big, its what small companies do to grow and get bigger in the first place.

Apply These 6 Secrets to Create a Memorable Brand on a Budget

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Greg brings 25 years of software industry experience toInfusionsoft, where he oversees the companys marketing strategy, communications and partner programs. He also launched a successful consulting company targeted at emerging software and technology service companies, which provides him a first-hand perspective on the unique needs of the small business market.

Great article Greg! Formulating a marketing strategy should be one of the top priorities of a business, especially if yours have a small/mid sized business. Heading with a loose end will not take you anywhere. However, I would like to mention one thing that online marketing is needed as well and the same thing goes there too. Believe me, it also helps cover a much larger audience.

Great comment, Jay. This strategy foundation works with online or offline marketing. As the tactics of marketing continue to expand (now social media, now mobile, now video), its even more important to have focus to make sure all those work well and are consistent.

This is Tanmay from Swaras Creation. We are a newly founded company based in India and we provide services like Embroidery Digitizing, Vector Art and Screen Printing and targeting the US market. We have economically least rates in this field but we arent able to sign deals with the clients on full time contractual basis. That is why all of the customers have opted us as a backup plan. We would really like to grow but marketing our services in a totally different part of the world is really difficult. We have tried mailing and calling but it didnt help. Can you show us a ray of hope as we dont want to close this business and would really like to succeed.

All good advice in here. I really liked the unique benefits vs. features idea, helps the core idea not get mixed up and lost.

The real difficult thing, in my experience at least, is the human resources to run and maintain a marketing campaign. Its hard to get someone to split their time between running the marketing side of things and their other commitments, and even harder to find the time to discuss and develop strategy with other employees.

Totally agree Josh. Small business owners are so busy getting through the day or the week that most never get to the thinking needed to focus their sales and marketing efforts to be more effective. It is surely a trap, but being intentional and focused is best way to building a life and a business that thrive.

Amazing article to show what it needs to strategize marketing plan for efficient running of the business. Since it very important to know who is the targeted customer, basis on which steps needs to be taken to build a strong business plan for implementation purpose.

I think the most important here is the unique benefit. You really have to learn how to stand out from the competition. Without it, people have no reason to choose you over other types of businesses.

Thats right, but I find that most entrepreneurs jump to the benefits before doing the work to focus on a clear target and a clear competitive alternative. Doing a little work to clarify your target market and then committing to it (despite other easy business that pays a few bills) makes all the other decisions much easier. Its one of the hardest things for small business owners, especially if they are struggling.

Great article 🙂 I especially like your points about being laser focused. I see this often where companies are concerned about turning away customers, rather than focusing on one of two target customers. Here is my question to you do you pick who your companies target customers already are or can you make a push to target customers you do not already have? For example your friend did he begin to announce that he was for physicians only before he only had physicians? Again, great article.

Great question. A good strategy creates simplicity and power, but its much harder to create and refine than it looks. It takes time and a little change in mindset to get out of the urgent daily grind and develop a new discipline. I find that most up-and-running businesses have obvious subsets of their customer base that are clearly their best customers. This is what happened with my accountant friend. The simple strategy recommendation for most businesses is to find more customers like your best customers and stop selling to customers that arent in that group. Its hard to make big changes quickly (and turn down a sale) when you are putting food on the table and making payroll, so a gradual approach gets the ball rolling and shows the way to a better future. You dont have a focus until you can say No, I wont sell to someone who isnt in my target.

The trick is taking the Marketing Strategy forward into action. Its very important to plan and strategize, especially in light of the fact that your business is doing multiple selling actions at a time. However, getting a good, consistent message out to your targeted audience and not overwhelming the same contacts with too much information yet showing that the products & services you want to sell are exactly what they need right now. Thats the trick to successful marketing.

Absolutely, Danielle. Strategy is only to help create great execution that works. I find these 5 questions behind all the tactical questions. The answer to What should I write in this headline? depends on the answers to the marketing strategy questions. If you dont arent consistent with you strategy with every tactical decision, then you are just MSU (making stuff up) with only a vague end in mind.

Could you mention some companies that have been good at developing a marketing strategy?

Good question. Generally any larger company whose brands you recognized and identify with have done this work with extreme discipline, by definition. Great examples include Apple, Starbucks, Chipotle, Whole Foods and the like. You can look at any bigger brand like that and derive who they are targeting, what their category is, etc. from their marketing even though they are not using those specific strategy words in what you see.

When you feel a strong attraction or attachment to a smaller brand, like your favorite pizza place in town or your beloved car wash, the same strategy elements are underneath and can be see there too.

Really everything has this story every person, every product, every political idea, every school, every city/state/country, every musician/band. The things that stick in our minds (that we attach to) declare their focus, have a clear story and are great relative to everything else.

I like to focus on my unique qualities and solutions. Differentiation is the key in this 24/7 marketing-blast world of ours.

Yep, and your differentiation depends on who you are targeting, who you compare yourself too, what you are selling and what is the unique benefit. Its all wrapped up together, but the result is you know why it is different and better than the alternatives.

Sorry, misspelled to as too there before I hit Post!

Great article Greg. Nailed the 5 points on understanding who you are as a company, discovering your voice, and paying attention to how the market sees you.

Thanks Ron. I know its what anyone who has done enough marketing execution has discovered, but I find most business owners dont see these strategy elements yet. Its actually one of the main responsibilities of a business owner to answer these questions and stay focused on them so their execution will be great.

Great Article! Having strategy in business can lead you to success. Eventhough you have a small business, someday it can evolve to a bigger one if you have this patience and techniques to manage your business.

Aahh, patience. Its a habit that can be developed. Works every time, but only when the strategy is right enough!

Great article. It seems that the two greatest failures for small to medium business is either 1.) not having a well thought out marketing strategy or 2.) not following the well thought out marketing strategy.

Well, it depends. Small businesses are much more tactical and time-limited than marketers in medium sized businesses. Small business owners are stretched thin, so its very hard to stop working frenetically IN THE BUSINESS and spend time ON THE BUSINESS to make decisions that make the execution work better. Creating focus in your strategy and messaging can be counterintuitive for small business owners who have survived selling to everyone and never saying no to a bad fit client.

Bigger companies have more execution capability, marketing leadership, tools and resources than small companies, so it could be strategy or it could be execution.

Greg agree with all points except for point 1(Who is your narrowly defined target customer?), 4(Who is your real competition?) and that doesnt mean that there is something wrong with those points.

Let me explain, in my personal experience when it comes to target customers, and you want to identify your target customers I believe you need to start with Others Like You (your business).

I could have used competitors instead of others like you, but I didnt on purpose, it is quite clear that competitors encompass not only businesses like yours but the best of the industry and that creates two big problems.

First problem is of Overnight, when you focus on your competitors, your focus is mostly on best in your industry, the big brands, you want to be like them, you want to beat them and thus you try everything. You fail to realize that these big brands have been going through years of hard work, testing and retesting, effective utilization of resources, taking baby steps, having persistent and consistent approaches and after decades of hard work they became what they now are The big brands and you want to achieve all of that overnight, which is not gonna happen, never!

I mean it all started in a dorm room for facebook, it took over a century for coca-cola to become coca-cola, Apple became Apple after decades of hard work, efforts .

Second problem is Overload you overload your business to achieve, to beat the big brands, to be like the big brands, you fail to realize that you simply dont have the capacity to do it, thus you are simply overloading yourself and your business, business resources and such overloading would wreck havoc at your business efficiency taking you further away from your goals, aims etc

So you need to focus on other business similar to your in almost all angles, you need to win small battles to win the war (beat the best of your industry through persistency and consistency).

And the reason to start from Others like You to identify your target market is, people buy from big brands for some reasons that you lack and due to those reasons those arent the customers you need to target rather you need to identify the type of customers that are entertained by others like you

I have been trying to comment and it took me over half an hour to leave my comment something wrong with your website, the moment i get to middle of comment it refreshes and honestly if this website was some tangible item i would have kicked it a million times for doing that :s

Just been reading a whole lot of Jay Abraham materials. And the emphasis is also on being strategic more than tactical. Just going out and asking questions or observing what questions are being asked by your potential target market or just conducting a focus group can help to clarify the customer avatar. Its time consuming but the focal point seems important given you have to create all marketing collateral with the customer avatar in mind. See if the strategy is generating results and test and tweak as you see the numbers come in.

Thanks for your comment. Im not familiar with the specifics on Jay Abrahams, but were circling around the same thing. Strategy is simply the decisions that make your tactics work better. Its always worth your time to spend some time on the strategy side, because it saves even more time and money that doesnt get wasted on tactics. All marketers learn this from experience, but its a huge challenge for busy entrepreneurs to stop for a minute and start making decisions that focus their efforts in better ways. Works every time!

Greg, great article thank you for sharing these important keys to every business marketing strategy. Youre righthaving a strategy and defined tactics create the roadmap for our business this year. If we dont have a roadmap we are NOT going to get to our destination.a successful business!

Thanks Cynthia. Glad you found it useful.

Greg, thanks for your excellent article for this important subject. I wish I read it earlier.

Recently, I had chance to discuss marketing issues with a large number of business owners. I sensed most of them did not understand the importance of strategic marketing. For a few savvy owners, most of them believe all they need to do are setting up a website with SEO tuned, starting an ADWORD campaign, or encouraging existing customers to write positive reviews. Although all of these produce positive business results, none of them is likely to make businesses thriving.

I also observed that most business owners will have to overcome tremendous obstacles in seeking and executing business strategies even they want to. I summarize 3 major ones:

1. lack of expertise to craft effective strategies, including producing necessary artifacts for executions

2. lack of resource (financial and personal, e.g. time/know-how) to retain professional services for the purpose

Before these issues are addressed, small businesses will continue to use word-of-mouth and other techniques and tools to survive. Strategies, to them, will remain only on paper.

Thanks Greg for this great post. It is a simple straight forward guide for any who wants to succeed in business.

I just wanted to say thanks. The article was very informative and I will reevaluate my own marketing strategy. I thought I had this all covered but after adding new products and services in the last year my marketing strategy statement has been diluted.

Really, Understanding how the market works and what role our business plays in that market is crucial to developing foolproof strategies to further our businesses agenda and success.

When trying to uncover trendy marketing strategies that we can apply to our business model we need to look at our target audience online, and offline. There are several clever ways to get our business brand.

Thanks for excellent article with good Insight

I believe that the simple strategy any small investors should focus on is Positioning, Targeting and segmentation of its products.

i will highly appreciate your help i helping me to grow my business of cleaning & construction,it is registered under the name Billconstruction and cleaning services.

Always define your customer. If you can, have a detailed description so that it will be easy to market to them.

Small business owners also need to think on technology development. I myself implemented software Apptivo, which in turn increased my business productivity.

This level of marketing strategy will stand the test of time. It will apply to any type of technology and marketing channel. Working with small business I know only to well how the fundamentals of marketing arent so fundamental. So I dedicated a podcast to just that. The development of small business marketing strategy!

A great piece, Ive learnt quite a great deal.

Great! Very clear and super informative. Ive been scratching my head trying to understand why my video & photography business has hit a plateau. I can see clearly now! Thanks.

I agree with the keys listed here. It all begins with your target market and getting to know your USP and competition. This is how you determine how you can best market your product or service.

It is very important to ask these questions right from the beginning. Aside from knowing your target, you should also know how to format your business in a way that will appeal to your target.

We are piloting a co-marketing on-line service ) that assists SMBs with their exploration of local co-marketing candidates, simple and intuitive with interactive map, covering all major US business areas.

The service also dispatches promotion emails for registered biz to their customers, along with inserts of co-marketing content from their co-marketing partners. And vice versa with each of the co-marketing partner biz.

Other than providing the service directly to local SMBs, we also welcome marketers to take advantage of this facility in their assistance to their clients for various marketing implementations.

Great article indeed Greg,and hey how do i go about formulating the best marketing strategy for yoghurt when my target customers are the university students???

We are based in Botswana. We do Large Format Printing, signage services. The business is currently owned by 3 shareholders, The other 2 shareholders want to retire and invest in other businesses. Currently the are the main shareholders. Currently looking for someone who can come in and invest and help buyout the other shareholders and invest in the business.

A top marketing strategy will always stand the test of time, especially for a small business.

Asking these questions from the beginning is a major advantage. Knowing your target audience and the platform they are most active on will also make a huge difference to the overall outcome.

This is a really great post, thanks! Businesses have a wide range of motives for using Internet marketing. Wanting to increase customer engagement, sales revenue, leads for their sales teams and brand awareness were the most important reasons. While email remains king in the types of digital marketing businesses find successful, other tactics are quickly closing the gap, new research finds.

5 Keys to a Great Small Business Marketing Stra…

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8 Strategies for Maximizing Brand Equity

Peter Detlef, is a marketing and linguistics professional with two decades of experience on both the client and agency side of marketing.  His work experience includes International Marketing and Marketing Research, Project Management and Product Management for medium and large corporations.  He is a part-owner of24 Hour TranslationView all posts by Peter Detlef

Much more than a collection of marketing choices, brands comprise, brand names, brand marks, trademarks, and trade names. The power of branding rests in the perceptions, emotions and attitudes that consumers form towards a brand. Consumers feelings toward a brand and their experiences with the brands, in addition to a brands symbolism and experiences, differentiate one brand from another. A brand may consist of a single item or many items.

Today, many companies also see brands as an asset. In fact, we have seen brand names become more valuable than the companies that created them. Consider the case of brands such as Polaroid, Magnavox and Zenith, whose companies went bankrupt years ago, and yet their brand names continue to be licensed today.

Strong brands have high brand equity because they are valuable assets that offer a number of competitive advantages. Brands with high equity enjoy high levels of brand awareness and customer loyalty. Because consumers demand brands with high equity, the manufacturer has more negotiation power with retailers. With consumer demand and a strong negotiation position, manufacturers can more easily launch product lines and brand extensions. Brand equity also provides some price protection because loyal consumers will pay more for the brands they admire.

All brands have some measure of brand equity. Powerful brands like Disney, Apple and Nike have strong brand equity. Brand equity accounts for the difference in customer response that a brand name makes. In essence, brand equity is a factor of a brands ability to keep and attract customers. Consequently, a brand can have negative brand equity or positive brand equity. For instance, consumers with strong brand loyalty respond less favorably to unbranded products or other branded products in the same market.

Young and Rubican developed amodel to measure brand strength. Brands that rank high on each factor have high brand equity. Their model consists of the following four components.

All brands make promises to consumers. The strongest brands make unique promises that they consistently uphold. These promises must differentiate from the promises of other brands so that consumers have a reason to purchase them. However, differentiation doesnt guarantee sales.

Consumers wont buy a brand if they dont know anything about it. Strong brands have effective advertising and promotional campaigns that aresuccessful in educating the market. Brand stories must be told and retold to new generations of customers.

Brands must address the needs of their market. Successful brands constantly adapt to

changing market conditions and evolving trends.

Esteem represents how much a brand is respected. Esteem can be built by providing great quality, service, support, etc. Consumers must demonstrate high respect for a brand to have equity.

Brand managers are responsible for implementing strategies that increase brand equity, without damaging the brands reputation or long-term profitability. This is done by focusing on the following 8 factors.

Creating a brand that is recognized and respected is difficult. However, some characteristics make successful branding feasible. At a minimum, a branded product must be easy to label and identify. The brand should display consistent quality and represent good value. It should also be easily available for purchase and meet legal and ethical standards. To be profitable, a brand should also have an adequate life cycle and demand. Developing successfulbranding strategiesrequires excellent communications, planning, and coordination among all levels of manufacturing, distribution and sales.

Brand equity cannot be achieved without a powerful communications strategy. Todays multicultural marketplace further complicates matters and demands that communication be multilingual, culturally sensitive, online and mobile. Working with an established translation services company is necessary to ensure accurate and professional communication across all markets. Marketing communications isnt the only area where strong communication strategies are necessary. Brands also need strong communicators to attract financiers, resolve legal matters, and direct cross-functional groups.

A brand may offer a strategic competitive advantage and address unmet needs, but unless marketing research shows strong sales projections, none of that matters if consumers arent aware of it. Brand awareness means that consumers can remember a brand. Not always easy to achieve, nevertheless this makes a huge difference when there are many competing products. In addition to traditional means of advertising and promotion, brand managers must include social media and content marketing.

In todays, Internet-based economy, a companys reputation can be built or destroyed in minutes. Many factors can influence a firms reputation. When companies engage in questionable conduct, they can damage their reputation and destroy customer trust. But reputation can also be damaged by unreasonable clients who lodge unfair complaints online and in social media. To protect your brands reputation, enlist a skilled communicator who will respond quickly and professionally to customer questions and negative publicity. A poorly communicated response will make matters worse and damage a brands reputation.

Companies are expected to make legal and ethical decisions. When customers, consumer protection groups, or businesses become upset over unfair practices, they may call for lawmakers to legislate and regulate the unethical behavior. Legal and ethical choices are a fundamental aspect of brand equity. Brands that operate legally and ethically help build trust and long-term relationships.

Effective branding relies on productive collaboration and teamwork strategies. Collaboration is the driving force that brings together people from diverse fields and specialties to solve complex branding problems. Online collaboration tools make it possible for people around the world to come together quickly and effectively in real time to create marketing collateral, resolve technical questions, develop products, conduct financial analyses and resolve legal matters.

Branding is also about managing profitable customer relationships. To achieve such relationships, a brand manager must attract new customers by promising superior value and retain existing customers by delivering satisfaction. Brands that offer superior value can benefit in numerous ways. Because distributors and retailers want to carry brands that offer value, gaining distribution becomes simplified. Brands with more highly perceived value command premium pricing, better margins, and wider distribution.

Emotional capital is the adhesive that attracts consumers to a brand. Strong brands retain customers through economic downturns, job changes, and other life challenges. Emotional capital converts a consumer into a loyal brand advocate who gives positive testimonials and word-of-mouth advertising. These customers commit to a brand and remain loyal to it.

Peter Detlef, is a marketing and linguistics professional with two decades of experience on both the client and agency side of marketing.  His work experience includes International Marketing and Marketing Research, Project Management and Product Management for medium and large corporations.  He is a part-owner of24 Hour Translation.

Awesome work on this post Peter. I appreciate you putting in the time to create this great resource! Thanks for giving detail about Brant equity Strategies.

This highlights the strategic value of brand equity well and how you might go about improving branding, but to me it seems like quite a complicated process to put a monetary value on. How do you work out how much peoples perception of a brand is worth? How can we track improvement in this area?

There are a number of models used for calculating a brands value. A very simple model might operate on the premise that value equals the premium price that the branded product commends less the cost of a generic equivalent.

great points but i was wondering if you had any tips for making the most of google analytics to help your brand? I find facebooks system is a bit useless sometimes and want to focus more on a google business page. do you agree? do you think this is worthwhile?

anyway thank you for the article, its getting me motivated haha!

A Google Business page is a great idea for local businesses. We also recommend that you establish small business pages other platforms such as Facebook, Bing, Superpages, etc. Just search Google to learn more about setting these up.

First of all i will say thanks for this Awesome work on this post Peter. I appreciate you putting in the time to create this great resource! Thanks for giving detail about Brant equity Strategies.

There are a number of things available for calculating a brands value. A very simple model might operate on the premise that value equals the premium price that the branded product commends less the cost of a generic equivalent.

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35 App Promotion

One of the biggest challenges faced when developing a mobile App is actually the partyouve created it. The Launch and Promotion Strategy is absolutely essential to ensuring your App is a success. So if youre looking for ways to successfully launch and promote your newly built App or want to discover new strategies to help increase downloads for your existing App, this App promotion guide will introduce you to 35 essential strategies that can be used to successfully launch, promote and increase downloads for your iPhone or Android App.

This thorough guide will teach you everything weve learned about launching and promoting your iPhone or Android App to ensure:

Some of the strategies in this guide will need to be done at the same time or in a certain order, so rather than approach this resource as a step-by-step guide, use it as a checklist of strategies that you can implement at different stages of your launch.

The Essential List of 35 App Promotion & Marketing Strategies

App Store Optimization (ASO) is the SEO of the App world, and a key part ofmobile app marketing. The more you can do to optimize your App store listing page, the better your App will rank in the App stores making it easier for potential users to discover you. This section is one of the most important steps of the Pre-Launch strategy and will need to be done at the same time as publishing your App to the Apple App Store or Google Play Store.  Remember, regardless of how great your App might be, you are limiting its success by not following these steps:

Your App Store Title is the name that appears on your App Store Listing, its also one of the first things a user will see when they are searching for your App. I can not stress how important it is to get this right. Your App Store Title should:

If your App Name is already being used and isnt unique, it will be harder for people to find you and could even lead to someone downloading the wrong App instead. Before you commit to your App Store Title, spend some time researching what already exists so youre not competing against unlikely competitors.

Your App Store Title is limited to no longer than 50 characters, however, Apple recommends that you keep your App Name to around 23 characters or less for best results on every device, as long names will be truncated so users may not see all the characters.

This is the name displayed under your App Icon after it has been downloaded onto the users device. Be aware that there is a 12 character limit to what you decide to name this section so if you have a long App Name, youll need to be creative in how you use this space.

You may be tempted to add unnecessary keywords to your description to improve your ASO but DONT! Doing this could negatively affect your users experience so avoid trying to impress search engines and instead focus on writing content for real people. After all, this is your chance to tell potential users about how awesome your App is andconvince themto download it. The first few sentences really need to grab your audiences attention so make sure to highlight all the awesome benefits, incentives, features and functionalities of your app. Secondary information such as awards or accoladesshould be added at the end of the description as they dont really tell the reader why they should download your App.

An important part of ASO is making sure that your App is listed in the right category. Though this isnt as relevant as your keywords, app icon and screenshots, its definitely something not to be brushed over. Apple App Store, for example, offers 25 different main category types with an optional Other Category if you feel your App could benefit from further categorization.

For example, if you have an App for your Restaurant, you may want your Main Category to be Food & Drink with your Other Category as Business. Your Main Category should always be the one that best defines the purpose of your App. If youre unsure of which Category to list your App under, try searching for similar Apps to see where your competitors are listed. This will give you a good understanding of what you should and shouldnt be doing.

I mentioned in section 3. how you shouldnt use your description section to include unnecessary keywords, and thats because the App Store has a dedicatedkeywordssection to allow you to add them. Your chosen keywords will affect where your App will show up in search results, so be sure to research and choose these carefully. Put yourself in the mind of various users and think about what kind of words they might use to try and find you. There is a limit of 100 characters with words separated by commas. Apple recommends avoiding the following when creating youkeywords:

Plurals of words already used in singular form (e.g. Dont include Dogs if youve already used Dog)

Using the word app (Youre already in the App Store we get it, youre an App)

Unauthorized use of trademarked terms

Celebrity Names and other protected names, words or phrases (Dont try sneaking in Kim Kardashian in your keywords to try and increase your search results).

Irrelevant terms not related to the app

Competitor app names (If youve created the next social media photo sharing app, dont be tempted to include Instagram)

The Essential List of 35 App Promotion & Marketing Strategies

You know the saying never judge a book by its cover?

Well, sadly this doesnt apply to your app and its app icon.

We live in a shallow world and your users are absolutely judging the quality of your app by its icon. Sorry.

Its worthwhile investing a little time and money when designing your app icon. Its one of the first things a user will see when searching for apps to download so its absolutely essential that you give a positive first impression. I recommend working with a graphic designer to create a beautiful icon that clearly shows the user that your App is a high-quality product. The best app icons are usually very simple with a clear logo thats easily recognizable.

Look at some of the top app icons on your own phone and compare them against your own. Does your icon scream quality? Does it reflect your brand? Can you easily spot it on your phone when its hidden among the other apps on your phone?

Here are some ofApples guidelines for creating the best app icon:

Embrace simplicity and avoid overly detailed designs

Provide a single focus point that clearly identifies your app

Design a recognizable icon that users can quickly define

Use a simple background and avoid transparency

Only use words if theyre essential to your logo

Dont include photos, screenshots or interface elements

Dont try to copy any existing icons by Apple

Test your icon against different wallpapers

To help users get a better understanding and feel for your app, the App Stores allow you to upload screenshots of your App. You can either simply upload screenshots taken straight from your App or for best results you can create great looking graphics that enhance the user experience. Take screenshots of the most exciting screens of your App that best display its use and features.

You can create beautiful App Marketing Screenshots like the one above using our FREEApp Screenshot Tool.

Click To Tweet8. Setting Your App Download Price

Determining whether your app is free or paid depends on how you intend to generate money from it. Here are a couple of pricing options for you:

For many small businesses who want to use their app to boost sales by encouraging customer loyalty or simply improving the buyer journey, youd expect the app to be available for free. For those who intend to make money from ads inside the app, again it makes sense to provide a freemium model (potentially with the ability to upgrade to an ad-free version for a small fee.) The idea behind this is to get as many downloads as possible.

Best for Business Apps and Social Apps.

FREE with the ability to UPGRADE FOR ONE TIME FEE:

Other options include providing a limited features version of an app for free and then encouraging users to upgrade to the full version for a one-off fee. If youve created a recipe booklet app, you could offer a free version of your app that has only a handful of recipes  if users enjoy what you offer, they can then upgrade to the full version by paying a one time fee.

Best for Interactive Tools and Products like Fitness Apps, Utility Apps, Games, Travel etc.

Its human nature to want to price your app so youll earn good money with your downloads but ensure you do your research to learn what your competitors apps are available for. Theres no sense in asking for a download price of $4.99 for example if all your competitors are priced at $2.99 your greed will price you out, and users will automatically be drawn towards the cheaper price. Remember that users are more inclined to download Free apps, unless theyre sure theyre willing to part with their hard earned cash.

Best for high-end Games, Books, Utility Apps, Photo & Video Editors etc.

With a few simple changes, several apps can be marketed on an international level, extensively expanding your reach. Changing trends in diverse markets can affect your apps reputation.

If you observe that your app category is trending in South American regions, for instance then it is wise to produce a Spanish-language version of your app to attain maximum exposure.

35 Essential Strategies for Promoting your iOS & Android App

When you have a product that solves a definite need, youve also got something that can be promoted by using PR. Nearly every app that resolves a problem has a story behind them, so whats yours?

If youre stuck for a story then take a glance at this article covered by Techcrunch about thenon-launch of an app. The story is loosely based around a new app due to be launched and the lack of information around what it actually does. In this case, the story is simply about creating suspense and intrigue.The key is in providing a story with an engaging human aspect instead of just asking journalists to write about another crappy version of Flappy Bird.

So, reaching out to the press can be a great way to achieve exposure even before youve launched your app (heck, even before youve finished building it!). One thing to take note of is although its in every companys dream to get covered by a big publication that has a huge readership of your target audience as getting that kind of exposure can quickly trigger an enormous download boost. However, its important to be aware of the fact that getting featured by these big publications is no easy feat, so ensure youre covering your bases by approaching publications big and small.

Here are a few tips for reaching out to the press:

Your press kit should contain all the information needed for journalists to create a story around you without them having to ask for simple things, like a headshot of the CEO, or a company logo. It should also contain your Press Release which should talk about the problems that your app promises to solve along with the solution it presents. But dont give away everything.

Key components of your press kit include:

A hi-res copy of your app icon image

A link to your apps promotional video if you have one

High-quality screenshots of your app

Additional information about your app

11. Connect Personally With Local Press

Thoroughly research the people you are emailing & learn a bit more about them. This helps at the time of sending an email when youre asking them to write about your app.

Mention something about the things they love or do for a living in your email. This helps to create a personalized connection. It shows that you have put in some work and  havent sent the same email to hundreds of people.

One thing that journalists love, is getting an exclusive insight into a story. Entice journalists by offering them an exclusive on the release of your new app.Everybody loves a good story behind an invention, and apps are no exception. Have you developed a game? Whats the background story?

When pitching your story to the press avoid technical jargon, and instead think about the emotive story behind why you decided to create an app. Human interest stories are much more interesting than a business hoping to make more money. How is your app going to help people or change the way they do something? Was there a struggle that you overcame to get to where you are now?

Once youve created your story you can use it to start pitching it to the press. The more emotive your story is, the more likely you are to get covered.

It is best to give the journalists at least 2-3 weeks notice before your planned launch date. They should be given enough time to prepare and potentially organize an interview with you. It is important to spread the buzz about your app before it is about to get launched.

Close to your App launch, connect with bloggers and journalists who have an interest in writing about things related to your app and ask if they would be interested in giving feedback or reviewing it.

As well as targeting the bigger publication, dont underestimate the power of your local press through print, tv or radio. Your local press can often provide a stepping stone to getting picked up by bigger fish and is also easier to come by.  You can even sponsor TV and radio programs and highlight the important features of your app in relevant shows. Search for media companies and press in your local area and try contacting the business or technology and request to send them a Press Kit about your App Launch.

Local newspapers and magazines can also provide you with affordable ad space so do some research on who your local publications are. Is there a local Sports and Fitness magazine who could talk about your new Fitness & Health app? Or a Fashion Magazine who would be interested in writing a story about your new Retail App?

When contacting Publications, try to get in touch with the newspapers most relevant editor to your story and include a catchy headline explaining your apps worth. If you dont hear back in a day or two, dont be afraid to send a friendly reminder and ask them if they got your email. You can do the same for Radio Stations and Regional Press too.

If they fail to cover your product at first, reach out once more after your launch with download statistics and customer testimonials.

Join online forums and groups that are likely to be interested in your product. If youve built an Image Editor App, join a community of digital photographers. If youve created a new music editor tool, then join a community of musicians. If youve created a Pregnancy Tips App then join a community of Pregnant women (albeit at your own risk).

Remember, though, before you start plugging away and promoting your own product, be sure to introduce yourself to the community gently. Much like introducing yourself to a new group of people at a party, you cant just burst in and start talking about yourself you need to ease yourself in, laugh at someones joke, praise someones outfit. Once youve been welcomed in, you can then start to talk about your own product and ask people what they think.

You know how now everyone knows of Spotify, well it wasnt too long ago that the company was just starting out in the U.S. and was only accessible by invitation. It did this to create a sense of exclusivity and also to create buzz. If youre old enough you might even remember getting your first Spotify invitation. By capitalizing on word-of-mouth promotion, Spotify was able to stand out in a landscape that companies like Rhapsody had been occupying for years.

Creating a community of early adopters is essential for word of mouth referrals, so although it may feel time-consuming, its definitely an effort worth investing in.

With any new app, promoting it across all of your online channels is the first pit stop and ensures that your app is a new addition to your overall brand experience.

Synchronization of blog posts, banners and PR gives maximum exposure to your app. These also bring in attention prior to launching the app and ensures there is a consistent message across your important online channels.

The first place you should start off with is your website. You can do this by creating a banner on your homepage that links to your Apps own landing page with download links.

Your App should have a prominent place on your homepage and with emotive CTAs (Call-To-Actions) and incentives to attract your regular customers to download it. Including your App on your websites homepage emphasizes its value and makes it clear that it is an imperative element of your business which they absolutely need to download.

You dont need much for yourpromotional landing page. The main purpose should be to redirect your customers or potential users to the App Stores so users can download it easily so include links to each App Store. You could also include a QR code so desktop users can quickly download by scanning instead of having to type in a long address or search for it.

For more in-depth promotional pages you could also describe all the benefits and features of the app in detail and well as drive across the main incentive for downloading your App with clear CTAs. Adding banners from your main site that link to you Apps promo page ensure a steady stream of downloads.

Withmobile searches overtaking desktoplast year, its more important than ever that your website it optimized for mobile. One clever trick you can use to increase downloads is to take advantage of this by promoting visits to your website via mobile to download your App. You can do this with amobile smart app bannerwhich is said toincrease app downloads by 33%.

Increase app downloads by 33% with mobile smart app banners

These banners encourage the user to download your App without being intrusive or negatively impacting their user experience remember those annoying full-screen pop-ups?

Update your social media channels with banners that promote your new app. Include links to your Apps promo site in your bio. Some social media sites like Facebook also allow you to create CTAs that you can use to encourage people to download your app. Go through each of your social channels and ask yourself:is it clear that you have an App from first glance?

Send an email to your existing customers when pre and post launch. When sending your email pre-launch try to create hype or excitement about downloading your app. Make it clear that by downloading the app, youll be benefiting them in some way. You can also include a little messaging in your signature to  remind them about the app and with a clear CTA to download it if they havent already.

Email marketing works best when youre contacting people who want to hear from you. In this day and age, inboxes are inundated with spam emails and people are sending and receiving over 215 emails every day make sure your email doesnt hit the spam folder by ensuring your email list have opted in to receive emails from you.

You can build your email list by adding a sign-up form on your website or by running competitions with awesome free tools likeMail Chimpfor sending emails andSumoMefor collecting email addresses, its easier than ever to run successful email campaigns to launch and promote your App.

If you have a brick and mortar store, then this section is a must! You can quickly increase downloads by promoting your App in your store to your customers and passing traffic.  By putting up posters/signs where they can clearly see it, lets you promote your app effortlessly.

When you place promotional flyers and posters about your App, or even just a label for the Google Play Store or App Store in your store, youre telling your best customers about it. When it comes to direct marketing, theres nothing like getting your message across to your target audience so use your store to shout about your App. Wired Cafe Bar did this by creating awesome business cards that are left on every table.

You can also add QR codes on your business cards, that way everyone that gets a business card will have a direct link to download your app.

Make sure that your customers are well aware of your App features and why they need it on their smartphones.

According to thereportfrom Salesforce, mobile loyalty campaigns are the most popular and mosteffective type of mobile campaign as loyal customers make up 23% of total revenue, and profitability as compared to the normal customer.

You can also attempt what experts label as the the viral reality check or bar test: do this by showing your best customers your new app and ask them to download it. Are they willing to download it? Are they eager to spend more than 30 seconds playing around with it? An app with an original design has an extensively better probability of making it big.

Early adopters of your App are more likely to become your brand ambassadors. Referrals and word-of-mouth recommendations have worked as tested methods to boost your business. People are prone to trust reviews and believe recommendations from other human beings. This has proved to be one of the most effective App promotion strategies.

Get your brand ambassadors talking by providing them with a memorable App experience and attractive incentives for doing so. Its totally up to you whether you give them a paired item or a discount off a particular service or product. Its a perfect way to appeal to new customers as well as rewarding your faithful customers for helping you with your app promotion process.

There are several ways of utilizing Give Aways and Competitions to increase downloads. Often instead of spending money on Ads and promotions you can encourage viral sharing by offering a prize for sharing a post, signing up to a newsletter or liking a page.

Create a post about your new app and ask people to share it, like your page on Facebook and download your app for a chance to win a prize thats relevant to your business, this helps to boost awareness for your app. To help boost engagement include an engaging photo of your new app and the prize, or a video.

Ask your acquaintances and family to share your App or your posts/updates to get the ball rolling. In case of a business app, make polite requests to your customers and ask them to share your news and updates about your app most will be happy to do it. This will increase your Apps reach and it is probable that you will get more downloads as such referrals come within the network. These recommendations and referrals are based on real people and real-time experiences. Be courteous and encourage people to share your App and to reward them offer a  small incentive for doing so.

Simply asking people to download your App because it is out of this world is not a good enough reason for users to try out your app. It doesnt mean that you have to get technical or elaborate about your app features in detail. However, explaining the benefits of what your app offers will ignite interest.

People are motivated when they get incentives for a download. Will your app improve the shopping experience of your customers? Is it a game that is highly addictive or competitive? For customers who find it difficult to make it to your brick-and-mortar store will surely download your app for quick shopping while lying on their couches. With just a few taps they can look for an item, shop through your app as well as pay online.

You can incentivise your customers by giving them rewards and discounts for shopping through your app. By including amobile stamp cardfor your customers for earning rewards on products they purchase from you, or services they book, your customers know they are getting something in reward.

Offerin-App couponsthat can be redeemed in store for getting discounts and rewards from your business. Whether you have a public service business or a restaurant, coupons are always appreciated by mobile users. Keep adding new coupons when old ones expire for maintaining the enthusiasm of your users. This will compel them to keep coming back for more.

Research fromKouponfound that consumers spend more money, buy more items and happily adopt new technologies when theyre offered a mobile coupon. With mobile engagement becoming more important to retailers, it comes as no surprise that coupons are becoming the top priority for mobile apps.

Customers spend more money when theyre offered a mobile coupon!

Evidently, online promotion is nothing without social media. Advertising and promoting your App now and then on social media is great. However, this is just short-lived. For yielding the maximum results, there is a consistent need to produce and create a steady social promotion policy. When you push your app out to your followers consistently, it becomes a core characteristic of your business.

Some other important ideas for online promotion through social media could be to integrate your App into your overall page branding like your Twitter Header Image or your Facebook Cover Photo. Include an image of your app to highlight the features of your business so potential downloaders are instantly aware of your apps availability via your social profiles.

Be creative with the types of content you use to promote your app and trying using a mixture of video, images, promotional offers or testimonials and always remember to include a link to the download page. Varying your content will help keep customers interested, engaged and increase your downloads.

Moreover, social word of mouth is one of the best ways to boom your customer base. Invest some time in social sharing so users can flaunt what they have just accomplished. Whether its leveling up in a game, logging distance or making purchases through an app.

For all those who can afford it and have the finances for it, then Facebook App Install Ads can work wonders for acquiring thousands of downloads. Through Paid Installs you can customize each ad and target specific groups of customers and users. Facebook Ads give you the opportunity to adjust your budget, so could be a great way to get the ball rolling and test CTAs, app descriptions and headlines . Though Facebook ads can soon become very expensive, its a great short-term solution to boost downloads and expand your brand awareness especially when mixed with organic campaigns.

As with Facebook, Twitter is another great platform for boosting your outreach by paying for sponsored App Installs. Its great because you can target your ideal user base by fields such as their interests, country and who they already follow. Also, since most Twitter users are active on mobile, theyre already on the right platform to download your App with one click. Just be aware that users are often very cautious of sponsored posts, so make sure you spend time building your targetted audience so your app is relevant. If youve just created a Justin Bieber fan app, for example, you dont want to promote it to a bunch of 50-year-old Metallica fans.

With over 1 billion users, Facebook has managed to cover a diverse range of market and industries. You can quickly start to get extensive coverage by joining several Facebook groups belonging to the niche that is relevant to your app. These groups if chosen correctly are jam-packed with people who are potential users and can also participate in thought provoking discussions highlighting the benefits of using your App and why they should download it.

Do you know that around 1 billion videos are watched on Facebook every day? As users are only able to glimpse at a few screenshots of your App on the App stores, it makes it pretty difficult to truly decipher what the app features really do.

Undoubtedly, videos are the best way t

Enhancing Promotional Strategies Within Social Marketg Programs Use of Web 20oMedia

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Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media

.entryAuthor data-author-container-selector=.NLM_contrib-group

Department of Health Science, Brigham Young University in Provo, Utah

by this authorSearch Google Scholarfor this author,Brad L. NeigerBrad L. NeigerDepartment of Health Science at Brigham Young University in Provo, Utah

by this authorSearch Google Scholarfor this author,Carl L. HansonCarl L. HansonDepartment of Health Science at Brigham Young University in Provo, Utah

by this authorSearch Google Scholarfor this author,James F. McKenzieJames F. McKenzieDepartment of Physiology and Health Science at Ball State University in Muncie, Indiana

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Volume: 9 issue: 4, page(s): 338-343

Department of Health Science, Brigham Young University in Provo, Utah

Department of Health Science at Brigham Young University in Provo, Utah

Department of Health Science at Brigham Young University in Provo, Utah

Department of Physiology and Health Science at Ball State University in Muncie, Indiana

The second generation of Internet-based applications (i.e., Web 2.0), in which users control communication, holds promise to significantly enhance promotional efforts within social marketing campaigns. Web 2.0 applications can directly engage consumers in the creative process by both producing and distributing information through collaborative writing, content sharing, social networking, social bookmarking, and syndication. Web 2.0 can also enhance the power of viral marketing by increasing the speed at which consumers share experiences and opinions with progressively larger audiences. Because of the novelty and potential effectiveness of Web 2.0, social marketers may be enticed to prematurely incorporate related applications into promotional plans. However, as strategic issues such as priority audience preferences, selection of appropriate applications, tracking and evaluation, and related costs are carefully considered, Web 2.0 will expand to allow health promotion practitioners more direct access to consumers with less dependency on traditional communication channels.

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Rosemary Thackeray, Brad L. Neiger, Carl L. Hanson, and James F. McKenzie

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