Or Delivering Your Marketing Message Clearly and Distinctly

When it comes to marketing, there is a lot of talk about the importance of branding. The terms “marketing” and “branding” have come to mean almost the same thing. Branding is about identifying and differentiating your company, product or thing in the marketplace, and building trust with your customers. It involves images, descriptions, attributes and symbols which convey the essence of your company, product or service, development of a “personality” in the marketplace using appropriate logo, fonts, color schemes, symbols and sounds representing the company values, and building trust with customers through the way products and services are presented and delivered. Branding can cover a whole lot of things.

Right now I would like to focus on clear and effective marketing communications. “Disambiguation” of your communications, you might say. Whether it be a printed brochure, PowerPoint presentation or a Website, here are ten ideas to improve your marketing communications.

1. Identify and develop a niche for your products and services. Be the expert or the superior solution for your potential customers. To speak effectively and directly to potential customers, make sure those customers are easy to identify and definitely need what you offer. And pick a niche for which you have a passion, and which will make your marketing pitch natural and sincere. 

2. Be remarkable! What makes a thing remarkable is often not related to its function, but to its style, design, pricing, authenticity, free accessories — or perhaps your personality! What really sets you apart in the marketplace? Include features and benefits which resonate with your audience, and create an emotional need for it. Be remarkable. 

3. Be authentic. Offer something unique, but totally believable. Building trust, especially for products and services which require the customer’s investment of time and money, is essential to effective marketing. Make all of your marketing messages consistent in quality, tone, design, promise and style. Make it real.   

4. Use a bold headline. Make a bold promise or pose a question they can’t resist reading more about. “Three Reasons Our Customers Come Back for More.” “Our Method is So Effective, We Put a Patent on It.” “How to Get The Best Deal on Products You Use.” These headlines create interest in learning more. Test different headlines and measure the results. Sales leads or responses would be a good measure. Small changes in a headline can make a big difference in whether the rest of the message gets read. To make your message as compelling and persuasive as possible, test and improve your headline.

5. Direct your marketing message to a specific customer. Your message should be focused on the needs of that specific customer. Your message must be compelling and appropriate. Address their emotional needs as well as practical needs. Keep it simple, but direct. Make your points quickly. Make your story engaging. Remove unnecessary words and phrases which do not add information or value. Convince your customers this is the only product or service for them in fewest words possible.

6. Design your marketing piece for “good enough” results through appropriate design and color. The purpose of your marketing piece is to influence your readers, not to win a design award. Use colors and design which effectively convey the message you are delivering. Your marketing materials need a sophisticated and professional look which matches the personality of your company, product or service. It is important that your materials are done well, appropriate to the message, but focus the reader’s attention on the qualities of the company. Showcase the products and services offered, not the design itself.

7. Use testimonials from satisfied customers. Choose customer testimonials which might overcome specific barriers to the customer purchasing from you, comment positively on quality, value, customer loyalty and timely delivery. I use testimonials for specific types of projects I want, such as Websites, copywriting, brochure design or publication design. Featuring one of each lets the reader know they can trust me to deliver on a variety of projects. Testimonials help establish your authenticity. 

8. Include a “call-to-action” and make it stick out on the page. Put a headline over it, such as “It’s easy to enjoy the benefits now.”  Make your call-to-action about the customer and how he or she can benefit now by making the purchase now.  (Consider also giving them a choice of alternative actions, such as “call for a free resource guide,” or “join our mailing list.” Ask your customer to make the purchase, or take an action which may lead to continuing your relationship with the customer.) Use active verbs: join now, buy now, only two items left at this price. Review all of your message so that it is building toward this call-to-action. Warm colors inspire action. 

9. Use a powerful tagline. In the recent Presidential election, the Obama campaign used the tagline “Change We Can Believe In.” This tagline worked in a variety of ways: it differentiated the campaign from the incumbent; it was inclusive with the words “we can believe in;” it was reassuring that a relatively unknown politician could be believed; it “asked for” participation from the reader; and it was broad enough to encompass a variety of issues and qualities. A tagline for a company, product or service should be broad enough to encompass all of its qualities, make your customer part of the experience, reassure the customer if there are barriers to the purchase, and differentiate the company, product or service from all others. If a tagline can work that hard, good results are assured.

10. Proofread, and have others proofread. Look for spelling and punctuation errors. Vary punctuation: don’t use all semicolons, em-dashes and ellipses to separate thoughts in a sentence. Break up paragraphs which slow the reader down. Use punchy headings. Highlight features and benefits. Delete any words which don’t add to the meaning. Make sure each sentence makes a point, but makes it quickly. Break up complex sentences. Make your copy error-free and a joy to read.

There are ten steps to delivering your marketing message clearly and distinctly!

 

Jim Hance Graphic Communications helps small businesses develop effective marketing tools such as brochures, publications, presentations, trade show exhibits, email newsletters and Websites. Call Jim Hance at 619-203-0522 for an free evaluation of your project.

Don’t swallow your bubblegum.

As you will see, there are hundreds of ways to promote your business, service, product or special event. Let’s get busy!

(1) Give Away Freebies With Your Business’s Name and Contact Information.
Go to where your target customers hang out and set up a booth or table. Give out some freebies and a flyer or leaflet as well. Some examples of freebies include free magnets, rubber bands, rulers, note pads, etc. All of these items should have your information printed on them.

(2) Create a Targeted Sales Brochure.
It is better to deliver a targeted message to a few people than a general message to everyone. Identify what you have to offer to specific groups of customers, and make your sales pitch to them specifically.s well.

(3) Make Yourself Available for Speaking Engagements.
Contact local schools and associations about classes, colleges, seminars, lectures that you can speak or teach at.

(4) Go to Your Local Library or Book Store and Place Business Cards in Relevant Books.
Okay, here is a real “guerrilla marketing” tactic. Go to your local book stores and libraries and find books that a potential customer might read and place your business card in it.

(5) Shave Your Logo into Your Hair or Get a Logo Tattoo.
Want to strike up conversation easily? Shave your logo into your hair or get a tattoo.

(6) Flyer/Business Card Exchanges.

(7) Incorporate a Referral Incentive Program.
Offer your customers an incentive for referring customers to you. An incentive could be a discount on future business, a gift certificate, a gift, or whatever you decide that they incentive should be. You might also consider implementing a referral fee.

(8) Hold a Contest.
Offer a contest with a grand prize that would interest your target audience. Promote your contest through flyers, local newspapers, and local radio stations. 

(9) Get Listed in Directories.
Make sure to list your company in all appropriate free directories. If you can afford it, get yourself listed in directories that require a fee (as long as you have researched that directory and it is a directory that will land you business).

(10) Wear Your Business Information.
Create t-shirts, hats, buttons, and bags with your company’s information and Website listed on them. You might feel like a walking advertisement, but that is the point. 

(11) Put a Magnetic Sign or Advertising Wrap on Your Vehicle.
Custom printed magnetic signs for your car are very inexpensive and you can take it off when you’re not “on the clock.” A complete vehicle wrap will really get you attention. A printer I know got 8 inquiries about printing in one week after getting his vehicle “wrapped.” You may even get neighbors to refer you to other people without even having to say anything to them.

(12) Sponsor a Charitable Event.
Sponsor a charitable event that you care about. You will receive free PR for your business and it will feel good to do something for a cause that you care about.

(13) Sponsor a Client’s Event.
Sponsoring a client’s event can get your name out to all of the client’s contacts as well as remind your client that you are a valuable resource to them.

(14) Offer Free Consultations to Potential Customers.
When a client meets with you, you already have your foot in the door. You may be able to leverage your free consultation into new business, however this isn’t always the case. After a “free consultation,” ask they they know others who would benefit from your products or services.

(15) Use Your Friends and Family.
Ask friends and family to spread the word about your business.

(16) Print a Coupon on the back of your business card.

(17) Promote Your Business in the Press.
Find interesting angles about your company to send press releases about your business.

(18) Set Up An Account on Flickr and Other Photo Sharing Sites.

(19) Print a Calendar for Your Customers.

(20) Get Networking.
Continuously give your business card out to as many people as you can. The easiest way to do this is by asking people that you talk with for their business card. Take notes and if you were able to get a business card, take the time to send them a short email to thank them for their time.

(21) Print a Newsletter.
Utilizing the printed newsletter is also an effective way to promote your business or organization. Also, by having a printed newsletter, you are collecting mailing address information about potential customers. 

(22) Buy a Yellow Pages Ad.
Get yourself a yellow pages listing. Many people rely on the phone book.

(23) Promote Yourself on Printed Materials.
Promote yourself by placing your contact information on all of your printed materials.

(24) Join and Attend Professional Groups.
Attend meetings for local professionals groups such as chambers of commerce, etc. You can introduce your business and get the word out about your services and products.

(25) Contact Local Companies Which Could Refer Business To You.
Consider paying a referral fee for business referrals.

(26) Participate in Trade Shows.
Participate in trade shows. This is a great way of getting your name out to industry leaders.

(27) Create a Holiday Promotion.
Take advantage of the holidays. The holidays are a great time to send out a card or gift to past and current customers to show them that you appreciate their past business and to remind them that you still exist. Be innovative and you can think of a low priced option…even if it means homemade cookies with your logo baked into the middle.

(28) Write a Book.
If you know enough about your trade to write a good book, then this book will be the best promotional piece for your business.

(29) Get Involved in Social Events.
Social events are a great place to network too. Just don’t overdo it. Just be friendly and there will be an appropriate time to mention what you do. Some examples of social events are church, synagogue, and school events.

(30) Make Sure to Incorporate ‘Thank You’ into Your Marketing Plan.

(31) Stay in Contact with People You Used to Work With.
Stay in contact with past companies that you worked for as an employee.

(32) Newsletter Cross-Promotion Works.
Find other industry leaders who publish newsletters. Cross promote in each other’s newsletters. Don’t cross promote in a direct competitor’s newsletter, but rather find someone who is in a complementary field.

(33) Learn More and Get More Business.
By taking classes and attending seminars, you are not only learning more and keeping up to date in your field, you are also meeting contacts, and that could mean more work for you. 

(34) Market to Past and Present Clients.
Regularly communicate with your customers and make sure to remind them of discounts you offer for referrals. Make sure to ask previous customers for a testimonial and for referrals. 

(35) Offer an Online Newsletter.
An emailed newsletter is a free and effective way to promote your business. Also by having an e-newsletter, you also are getting email / contact information about potential customers. Make sure to display a newsletter subscription box on your home page and on the top third of all other pages.

(36) Start and Write an Informative Blog.
A blog is one of the most effective forms of self promotion. If you write an effective blog, you can get thousands to your blog within a week. 

(37) Launch a Website.
Your Website can be your be an effective marketing tool. Make sure to utilize SEO tactics:

• Domain Name with Keywords – Try to purchase a domain name that has your number one keyword in it…such as flyergraphicdesign.com … just don’t be spammy about it.
• Search Engines Like Text - Flash sites are beautiful but search engines like text more than images. Try to utilize a design that considers both SEO and beauty.
• Use Meta Tags – Meta Title, Meta Description, and Meta Keywords. Meta Title is the most important.
• Utilize Header Tags – Use header tags in your content to emphasize the important headers within your articles.
• Create Great Content – It is important to also make sure that some of your most important keywords are within your articles. However, you must place these keywords naturally within the article. You aren’t trying to be scammy about it, you just need to make sure that the search engines can recognize your article for what it is.
• Add Social Bookmarking Buttons – Add social bookmarking buttons such as digg and stumbleupon to your articles. Here is a large list of social bookmarking buttons and widgets.
• Add Your Site to Search Engines & Directories – Add your blog to blog directories as well as search engines.

(38) Offer a Lower Cost Version of Your Services.
Offer a lower cost version of your services. If someone can’t afford using your services, then you might as well try to make at least some money from them. 

(39) Offer a Discount for Orders Via Your Web Site.
Offer a discount for orders place through your web site.

(40) Offer a Very Low Price on One Service in the Expectations of The Customer Buying More.
Low prices often bring in more customers. Marketers use this tactic often. Offer one item at a very low price in the expectation that the customer will purchase another service as well.

(41) Incorporate Video on Your Site and Go Viral with a Video.
Video is one of the hottest things on the web today so you should be incorporating it into your site. Of course you have heard of YouTube. If you create a video that evokes strong emotions, people will share it and share it fast. That’s the essence of viral success. 

(42) Post Free Ads on BackPage.com.
Post free ads on BackPage.com to see if this gets you any work.

(43) Improve Your Website Content.
There’s been a big push recently to get as much content as possible on websites so that search engines see keywords in that content. But as users get savvier about the web, they are getting increasingly interested in the quality of content. Be sure to provide good content that people can use on your Website and blog.

(44) Implement Social Bookmarking and Social Networking Tactics.
What better way to spread the word about your work than through sites that are specifically designed for users to spread the word about what they like. Make the most of social bookmarking by getting your content on the best, most appropriate, sites on a regular basis through a targeted social bookmarking campaign. If enough people pick up on your content through these tools, you can see viral success just from this alone.

(45) Placing ‘Invite Friends’ or ‘Send Article to Friends’ Buttons on Your Web Site.
At the minimum, you should place an ‘Invite Friends’ button to your web site’s front page. However, it would work really well if you placed a ‘Send article to friends’ button on all of your article pages as well.

(46) Get Articles Published in Online Magazines/e-Zines.
Try to get your articles published in online trade magazines and e-zines.

(47) Use Google AdWords or Similar Advertising Services.
Implementing an ad campaign on Adwords or similar type services. The way that this works is that you will pay a certain amount of money (usually at least 5 cents per clickthrough) per referral to your site. This type of ad campaign usually works perfectly for a service based site. Here is a link to Alternatives to Google Adsense / Adwords.

(48) Start an Affiliate Program.
Starting an affiliate program is sometimes the best way to go. The way that this works is that you pay a certain set fee for every referral. This is good for people who don’t want to pay anything out of pocket for advertising, unless they get a referral that is.

(49) Ask for Testimonials.
Ask for testimonials from existing clients. Good testimonials are perfect for your web page and promotional items.

(50) Send Promotional Items for Your Services Along With Your Invoices.
There isn’t a better time to send a promotional item than with your invoice. Why? Because you know that the client is going to open that envelope if they are expecting an invoice.

(51) Join a Word-of-Mouth Referral Club. 
I belong to a BNI business networking group which meets on Tuesday mornings in La Mesa.

(52) Visit Topic Specific Chat Rooms.
You can visit topic specific chat rooms. While visiting you can help people and display yourself as an expert. The word will get around. 

(53) Create Your Own Locally Published Directory.
Create your own local business directory to get to network with other local business owners and to get your name out there in a unique way, online or off.

(54) Find an Agent to Promote You.
Find an agent to promote your services. Give your agent a percentage of your profits.

(55) Utilize Special Media.
Have you thought of getting the word out of about your special event to visitor information centers, published event calendars, clubs and chambers of commerce? Add to the list influential contacts for your potential attendees.

(56) Start Podcasting.

(57) Submit Abridged Articles to Article Banks. Write articles for original content on your web site. Then, write a shorter version of this article for distributing on article banks. Article banks are databases of reusable articles. The way that this can help you is by placing a descriptive blurb about yourself at the bottom of the article. 

(58) Submit Helpful Tutorials.
Submit helpful tutorials to tutorial directories. You will get tons of links back to your business’ web site if it is a quality tutorial. Plus, you will distinguish yourself as an expert in that field.

(59) Offer Free Information; Write an e-Book.
When people are desperate for information, it is easy to get them to download a free ebook. If one person reads your ebook and it is helpful to them, they will tell everyone about it. You will soon have a huge number of people coming to your site to download your free ebook. Be sure to plant your contact info and company name throughout your publications.

(60) Pull a Publicity Stunt.
Do something crazy to get yourself recognized in the media. (This may not be for everyone.)

(61) Use a Signature on all Emails.

(62) Get Listed with Trade Associations.
Sign up with relevant trade associations and get listed in their online and offline directories.

(63) Comment on Blogs.
Visit blogs and make thoughtful comments to lead people back to your business’s blog or web site.

(64) Call into Radio Shows.
Call up radio shows and plug your business and web site address. Free PR.

(65) Write a Useful Guide that People Must Subscribe to In Order to Read It.
Write very useful content that is hard to find free on the Internet. Offer this guide for free as long as the user subscribes. Be sure to plant your company name and contact info throughout the text. You now also have added subscribers to your newsletter.

(66) Exchange Links.
Link exchange could  be utilized in a positive way if you only partner with related web sites. You should also break up your links into useful categories. 

(67) Cold Call Potential Customers.

(68) Ask Questions on Your Site and Hide the Answers in the Site’s Content.
A good tactic to get people to your site is to offer prizes and contests. One way to do this is to hide answers within your site’s content. Offer prizes or rewards to the people who find the answers.

(69) Write a Column in Your Local Newspapers and Magazines.
Submit your ideas to local newspapers and magazines. Publishers are always looking for content.

(70) Ask to Be a Guest Blogger on Other Blogs.

(71) Submit Your Web Site and Blog to Directories and Search Engines.
Submit your web site and blog to directories. One way links are important so spend at least a week or so submitting your site to relevant directories and search engines.

(72) Join Listservs for Related Business Professionals.
Listservs are a great way to network with other professionals.

(73) Create an Online Video Seminar and Invite People to Attend.
Create your own online seminar or class and invite people to attend. If you are good, your business will boom.

(74) Create Positive Testimonials for Services and Software You Try.
Many sites list their positive testimonials directly on their site along with the writer’s web site’s address. This is a perfect way to get a one way link to your site.

(75) Create an Elevator Commercial.
Create and practice what and how you will chat up your business with complete strangers. You may have 10-seconds to give it, so make it short and sweet.

(76) Offer a Guarantee.

(77) Get a List of New Businesses in Your Area and Contact Them.
Find out who just started businesses in your area and contact them about your services. New businesses need your services.

(78) Host or Join a Blog Carnival.

(79) Provide Monthly Advice Chats.
Provide monthly advice chats where people who need help can chat online with you if they need help in your expertise.

(80) Positive Profiles on Customers on Your Blog.
Start out your blog, web site, or newsletter by doing a positive profile on customers or potential customers. You will start off in their good graces and possibly get a link from them as well.

(81) Link Back to Your Web Sites and Profiles From Social Networking Sites.
On your social networking profiles, make sure to link to your home page as well as your other social networking profiles. After all, social networking profiles get spidered by search engines too.

(82) Link to As Many Other Similar Blogs from Your Own Blog.
Believe it or not, linking out to other blogs is important because of trackbacks, pingbacks, and incoming links plugins. 

(83) Use Linkbait.
Create useful and fun top 10 lists (or top 100 lists) to bring in lots of traffic. Submit these articles to social networking sites like Digg.com and see if it goes viral.

(84) Make Sure to Provide an RSS Web Feed.
Cater to the web savvy and provide an RSS feed of your content.

(85) Go Controversial.
Say things that are really controversial to strike up free publicity.

(86) Try Getting a Review.
Use ReviewMe.com to get reviewed.

(87) Build a Funny 404 Page.
Build a funny 404 page to get some viral action going on. Your site will probably be all over the networking sites.

(88) Sponsor a Local Little League or Other Sports Team.
Buy uniforms for a local sports team with your branding on them.

(89) Place Your Business Card in a Restaurant’s Card Bowl.
Many restaurants have business card dishes that you can place your card in and / or take one out. 

(90) Offer an Exchange of Services.
Offer a local business free services in exchange for presenting your flyers, posters, or business cards.

(91) Get on the Radio.
See if you can get on radio shows for some free coverage.

(92) Get Articles Published in Magazines.
Try to get your articles published in trade magazines.

(93) Forwarding Viral Emails.
According to a study done by MarketingSherpa, the top viral marketing strategy used by B2C companies in the US last year was email forwarding. The idea is that your great idea will get spread widely by people who find it really appealing or amusing. This results in free publicity.

(94) Stand on a Corner with Balloons and a Sign.
I saw a mechanic at a quick-lube shop on the sidewalk in front of his shop with a sign with an arrow reading, “No Waiting.” When business is slow, use that time to promote your business from the sidewalk. 

(95) Become an Expert on Q/A Sites. 
There are question-and-answer sites all over the Internet. By offering answers on these questions, your name and URL will get around quickly. Some Q/A sites are:

· AllExperts.com

· Yahoo Answers

· Answers.com

· Experts Exchange

· Wiki Answers

· MyLot

· CareerBuds

(96) Hang a flag, banner or magnetic sign.
A friend of mine says, “A business without a sign is a sign of no business.”

(97) Promote Sales with a Two-For-One Coupon.

Mark Ryan, of Kingfisher, Okla,. makes his way north on Highway 530, south of Conway, Washington. Ryan, his horse and a packmule, started out from Oklahoma on June 2nd to visit a friend in Washington state. Ryan said he always asks permission to camp on private property every night and usually gets it. Ryan’s horse is on its sixth set of horseshoes and his mule on its third.

This urgent request was found at http://www.bradpennock.com/ (Brad Pennock’s Website). 

Dear American:

I need to ask you to support an urgent secret business relationship with a transfer of funds of great magnitude.

I am Ministry of the Treasury of the Republic of America. My country has had crisis that has caused the need for large transfer of funds of $850 Billion dollars US. If you would assist me in this transfer, it would be most profitable to you.

I am working with Mr. Phil Gramm, lobbyist for UBS, who will be my replacement as Ministry of the Treasury in January. As a Senator, you may know him as the leader of the American banking deregulation movement in the 1990s. This transaction is 100% safe.

This is a matter of great urgency. We need a blank check. We need the funds as quickly as possible. We cannot directly transfer these funds in the names of our close friends because we are constantly under surveillance. My family lawyer advised me that I should look for a reliable and trustworthy person who will act as a next of kin so the funds can be transferred.

Please reply with all of your bank account, IRA and college fund account numbers and those of your children and grandchildren to wallstreetbailout@treasury.gov so that we may transfer your commission for this transaction. After I receive that information, I will respond with detailed information about safeguards that will be used to protect the funds.

Yours Faithfully Minister of Treasury Paulson

Video clip: http://www.youtube.com/watch?v=cU7qy7NMdNk 

Corporate communications is about managing perceptions about an organization: its corporate culture, its corporate identity, its corporate philosophy, its corporate citizenship, and its place in the marketplace. 

 Corporate Communications is between an organization and its publics and its own staff. It relies heavily on public relations, and may involve an employee or company newsletter, crisis management with the news media, special events planning, employee recruitment, building the corporate brand, and communicating with stockholders, clients or donors.

I have worked on corporate communications with several types of organizations. One was a nonprofit membership organization with the purpose of developing business opportunities, where the emphasis was usually on providing information services to member companies. Projects included member publications, newsletters, special event announcements, trade show exhibits, presentations, flyers about special programs and business opportunities, advertising which promoted the members as well as the organization, special acknowledgments to members, press kits, advertising specialties, Websites, email blasts…the list goes on. Another type of organization I provide corporate communications for is a nature preserve conservancy, where I produce their quarterly newsletter which goes out to members in the community, volunteers, and political stakeholders. When the organization hosts special events on their property, I design descriptive wayfinding signage and maps.Another type of organization I provide corporate communications for is an investment firm, where I have redesigned more than 50 publications which the firm is required by law to provide to investors regarding their investment product performance. In addition to publications, the company also requires PowerPoint presentations for seminars to brokers on how to sell their products, press releases and press kits talking about the company, and a Website which includes all of the information investors and brokers need to make informed decisions.

Corporate communications can encompasss a hundred different types of projects which influence the organization’s employees, customers, potential customers, stockholders, local and national policy makers, partners and often the general public. It is often directed by a public affairs officer, but also these projects can come directly from the CEO, a department head, the sales or marketing director, and individuals who work on specific projects and programs. Corporate communications usually differs from other sales and marketing activities as it promotes the company, not specific products or services of that company.

It is often intended to influence more than one group at a time. For example, special event may be a showcase for the offerings of member companies, but at the same time the event promotes membership in the organization, gives responsible individuals an opportunity to talk to the membership about the direction and successes of the organization, and may be hosted by “partner” groups or companies which have a common interest. Ways to promote such an event include direct mail flyers, email blasts, newspaper advertising, press releases, and banner advertising. Items which might be required to support the event might include admission tickets, signage, programs, flyers, presentations, trade show exhibits, business cards, flags, and many other items.     

Jim Hance Graphic Communications supports organizations by producing Websites, annual reports, newsletters, branding of publications and company brochures, press kits, special events promotion, presentations and tradeshow materials, and many other tools organizations use to communicate with their publics. Give Jim Hance a call at 619-203-0522.

 

 Balboa Park is offering a host of new attractions at this year’s December Nights open house festival, December 5 & 6, 2008. They are expecting more than 100,000 people each day, so check the site for shuttle and parking options. This year the Bon Temps Social Club is hosting a stage featuring danceable local Cajun, zydeco and country bands. On Friday the BTSC stage will present Bayou Brothers, Slapjazz & Friends, Three Chord Justice, and Tim Cook’s TexMex. On Saturday you can enjoy Louisiana Saturday Night, robin Henkel, a zydeco dance lesson with Greg Benusa, San Diego Cajun Playboys, Billy Lee and the Swamp Critters, Slapjazz, Judy Taylor and Wild Oats, and Theo and The Zydeco Patrol. There will be literally hundreds of other things to do and see at the event. Best of all it is free. December Nights runs 5-10 pm on Friday, and noon-10pm on Saturday.

 

A new Website launched a couple days after the election has been getting thousands of hits. It currently features news video of major news, a Presidential blog, general information about all of the cabinet position, and a form page for seekers of jobs with the new administration. It will soon feature major position papers and plans for the new administration. Address is www.change.gov.

Mailers such as brochures, catalogs, postcards, snap mailers and dimensional mailers (boxes and tubes) can be an effective form of advertising, especially if they contain valuable information which the recipient asks for. However, they are expensive to print and to mail, often costing several dollars per piece. Ensuring that the piece is received and read is the essence of an effective mailing campaign. Here are some techniques utilized by marketers to do that:

1) Targeting. Mailing lists are customized using sender-owned and purchased lists which have been carefully vetted.

2) Personalization. Using digital printing equipment and a technology called Variable Data Printing, mail can be customized throughout with the recipient’s name and specific photos and product offerings for each recipient on the mailing list.

3) Analysis. Statistic analysis such as a “squinch” report (sales per square inch) can be studied and utilized to tailor the content of mailings.

4) Accumulation. Responses and non-responses can be added to (or deleted from) future mailings. 

Advantages of Direct Mail Marketing include:
– Efficient use of advertising dollars
– Highly selective, targeted and personalized
– Flexible
– High quality reproduction
– Response easily measured
87% of consumers are either “very” or “quite” satisfied with the products they buy through Direct Mail
56% of consumers said that value for money was the main benefit of buying through Direct Mail, and 63% said convenience.

Disadvantages include: 
Cost. The cost per thousand will be higher than almost any other form of mass promotion.
Waste. Large quantities of paper and plastic are thrown away, much of it unread. 
Alienation. Some recipients resent direct marketing being forced upon them. 

Give Jim Hance a call at 619-203-0522 if you are considering a direct mail marketing piece.

I guess I’ve been a fan of Richard Thompson since the first Fairport Convention album came out in 1967 (that’s 40 years!) I talked my friend, Barry, into buying the album when I saw it, and soon after he gave it to me. I still have that album. Richard Thompson (British singer-songwriter, musician) was named among the top twenty in the “100 Best Guitarists of All Time,” according to Rolling Stone. Obviously an expert guitarist with a playing style all his own derived from jazz and British and Scottish folk stylings, it is pretty easy to identify his guitar playing on any of his own albums (which number in the 30s not counting his days with Fairport Convention) or his work with other artists such as Beausoleil (covering Thompson tunes “Valerie” and “Tear Stained Letter”). Thompson is a spell-binding storyteller in songs such as “1952 Vincent Black Lightning” (the single most requested song on Garrison Keilor’s “Prairie Home Companion”),  “Small Town Romance,” “Man in Need,” “Al Bowlly’s In Heaven,” and “Mingus Eyes.” His guitar playing style is perhaps most distinct on “Shoot Out The Lights,” “Beeswing,” and “The Knife-Edge.”  I believe his most popular songs are “I Misunderstood,” “Just The Motion”( covered by David Byrne), “When the Spell is Broken” {covered by Bonnie Raitt), and “The Madness of Love” (covered by Graham Parker). A couple of my favorite bitter-sweet Richard Thompson tunes are “Bathsheba Smiles” and “Dry My Tears and Move On.” Richard Thompson does not record the music of many contemporary artists, but has done memorable covers of Prince’s “Kiss,” Britney Spears’ “Oops, I Did It Again,” and Hank Williams’ “Honky Tonk Blues.” Learn more about RT at  his “Beesweb” Website at http://www.richardthompson-music.com/.

Another Richard Thompson is cartoonist living in Arlington, Virginia. According to his blog, his interests include “putting things down and forgetting about them, walking places for no good reason, perfecting my pen-throwing skills, and dynamiting fish.” One thing this Richard Thompson might have in common with the former is his love of bagpipes. Here is an illustration I swiped from his blog. Check out his “Richard’s Poor Almanac” blog at http://richardspooralmanac.blogspot.com/. 

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“Success is going from failure to failure without a loss of enthusiasm.”
Winston Churchill