The Marketing Agency Talk » MAT

Small Business Start Up – Web Hosting Discount Coupon

MAT — Sat, 02 Jan 2010 04:06:27 +0000

When you are a small business start up, every penny counts. But we also need to be aware that there are business essentials which we must invest in. It would be really a case of penny-wise, pound-foolish if we were to stinge on those.

In today’s business world, we all need to have a presence on the Internet. This means that we will need to have some kind of web hosting.

But web hosting is not cheap. Let me re-phrase that – GOOD web hosting is not cheap. What is “good”?

A good web host is reliable (uptimes, maintenance, security…).
A good web host is approachable (tech support, response time, different ways of contacting them…).
A good web host is honest (statistics, tracking, clear records, no over-charging, clear policies…).

Frankly, there are many good hosts. Unfortunately, there are also many, if not more; bad web hosting companies. Worse, some are even scams. There are several ways to find a good host:

Friends recommend (on of the best ways IF you friend is knowledgeable)

Check forums for comments and recommendations (also good if you know what to look for)
Check with your local business bureau
Get a consultant you can trust to handle your web project

For us, this blog is hosted on Hostgator. It has been a very reliable host for us and several blogs we run for some of our clients. Last week, they sent us a Discount Coupon and we would like to share it with you, so that you can enjoy a 20% discount if you sign up with them. We recommend that small businesses should start with the Baby plan instead of the cheaper Hatchling plan. The difference in price is small, but the difference in future expansion and flexibility is significant.

Anyway, use this code if you are looking for a web hosting plan for your new business (or old one): hgnews12.

We wish everyone a very successful and productive 2010!

Non-Profit Marketing Consultancy

MAT — Thu, 30 Jul 2009 10:26:50 +0000

Of all the various industries that need marketing, the one that likely need marketing the most would be the non-profit organizations.

Consider this, most companies will have huge marketing budgets funded by successful products and services. They can accumulate profits, and when times are bad, draw on their marketing war chest to boost either branding, distribution, sales or any one of many objectives.

What do non-profit organizations have to fall back on?

Many marketing agencies would have faced this challenge some time in the course of their work. Non-profit organizations come and ask for a pitch. But the reality is, many of them don’t need just a marketing campaign. Many non-profit organizations actually need a full blown non-profit strategic planning.

We found the Social Enterprise programs that have been launched by NESC to be a very compelling and powerful for non-profit clients. This is a very interesting approach because it “does not rely upon the good will of philanthropic foundations, corporations and individuals”, according to their press release.

As a marketing agency, NESC seems to be a good partner to be working with. While it is true that non-profit organizations need to be very prudent in how they spend, the reality is that these companies do have budgets that they can use to promote their respective causes.

I see NESC as a good quality partner that can be tapped to help marketing agencies provide more value add to their clients. With clients more equipped, they are more able to use your marketing agency to the fullest advantage. Isn’t that a good way to do business?

The most fascinating point is that NESC itself is a non-profit organization and its consultants are mostly senior executives who are now contributing their wealth of knowledge and experience for the betterment of society. We like the concept that NESC has, and it is a pity that their activities appear to be constrained to the New York, Connecticut and New Jersey areas.

Their website does provide a lot of information and even if your non-profit organization does not fall into the geographic area, just reading the list of services provided can provide some insights into areas that you need to pay more attention to.

Too bad they don’t seem to have a “virtual service” where you can submit your needs, and have their consultants take a look at it. I think that would be really cool. A knowledgebase (like a database of sorts) would also be a nice contribution to the non-profit community at large, I think.

In any case, what NESC does, the giving back to society element is strong and worthy. Anyone with experiences with them would like to share your comments?

Do you still have a Creative Team in-house?

MAT — Thu, 30 Jul 2009 10:04:58 +0000

Here is an interesting thought.

With the Internet and broadband capabilities becoming so easily available, creative teams no longer have to be working in the same building and sharing the same network. Large files are easily transported over the Internet. Do we still need an in-house creative team today?

Already, many marketing agencies today are no longer following the “good old” agency model of operations. And in reality, a huge part of creative work is being farmed out. The reason is simple enough, different people have different skills in different areas. When you want an excellent animation, it is likely that your Art Director who is an expert in traditional print media, might not be the right person to lead that.

Who today can afford to have all the various talents that you “might” need on staff?

The good news is, with the de-coupling of the ball-and-chain relationships, the creative people can now focus on what they love best and do best; while agencies can now hire virtual teams as the needs dictate. How good is that?

So, tell us, do you still have a Creative Team in-house?

Lead Generation – A Worthy Challenge for Any Marketing Agency

MAT — Thu, 30 Jul 2009 09:57:54 +0000

It used to be quite easy, you know, running a marketing agency. You had to have a creative idea, run a creative campaign and the leads just keep pouring in. But today, lead generation services is a whole different ball game.

In fact, it is made tougher simply by the fact that the Internet has made it “easier” to generate leads. What has happened over the past few years, have been a roller-coaster ride for many marketing agency. Many companies have knowingly and unknowingly contributed to the detriment of this most effective tool. Surely you know what we are talking about here.

Yes, it is the word called SPAM. Once, it was easy to find prospects who wanted a specific piece of information. They subscribed to you, get on your mailing list, and become a genuine lead. Sadly, the over harvesting of such leads have created spam lists and made many people wary.

It cuts both ways. Users are wary of giving out their name and contact, and clients find it hard to get a high quality list. In fact, if you want organic leads (fresh, un-polluted) it is a nothing short of a monumental task.

I found this site called Revenue Farm and they seem to have a fresh approach. For example, if you are looking to create a list of debt settlement leads, they have a method by which they claim to be able to generate fresh leads for you. With the high level of spam and lists that have been created through dubious means, getting a good quality list that is fresh and un-abused is really tough.

Most of the time, if you want to get a debt consolidation lead, good luck to you. That is one of the most hotly harvested area in the online world. Most marketing agencies would be hard put to find a good clean list for that segment. We have not personally tried the services, but if the company keep their promises, then this could be a good source of leads for you and your clients. No harm to give it a shot, and let us know how it goes!

4 Tips to a Powerful Brochure

MAT — Thu, 04 Dec 2008 10:48:42 +0000

Some companies felt that direct response marketing or direct marketing is more effective than above-the-line advertising. In fact, we see an increase of business from below-the-line over the recent years. A client recently asked us over coffee how a powerful brochure is created. That was an intelligent question and I’m surprise that we were seldom challenged with such query. We gave her 4 pointers:

1. Overall Impression

The overall look and feel is important. A strong and positive first impression counts a lot. Words, pictures, Colors, fonts, tones, etc will determine how well, and how long, your brochure will captivate the target audience’s attention. This doesn’t mean inviting (loud, bright, trend-of-the-month) colors and showy picture, in fact, they can back lashed if used wrongly. A simple black and white job might do the trick too. You don’t have to resort to using words that scare or threaten people to take action. The scarcity approach may actually alienate you to your niche. Ask yourself: Who are you? What does your company represent? What benefits did your product/service offers? It’s all about giving a face to the body. It’s about building a brand that is uniquely you and no one else.

If you have an elevator speech to sell yourself, just imagine what you can do on your brochure will be a good start.

2. Headline and Copy

You need attention-grabbing headline to grab attention. 80% of the people read the headline and only decide thereafter if to read the fine print. So provide a promise or a solution in a headline is paramount important. Keep your body copy easy to read and understand. Reveal just enough to whet their appetite to want to know more. Give your target audience a reason to contact you for more information.

Also, write the way your target audience can appreciate. If you sell kids’ products and your target audience are the mamas. Well, remember to tug the heart strings of the mamas. If you use man talk, the mummies will stare at you with blank looks. This is something that many marketers (and even copywriters) missed.

Of course, stay with the facts and the truth. If you cry wolves, you will be in deep trouble. Once your credibility is shattered, it will takes lots of effort to re-establish … if at all.

3. Demonstrate trust and credibility

You don’t know your buyers and your buyers don’t know you personally. Yet you want them to buy from you. People don’t buy from stranger. So begin by introducing yourself and how you can better their life with your product/service. In short, establish a relationship using words and pictures. Never sell features, always convince with benefits. Be careful with your tone of voice as you don’t want your sales copy to be seen as too good to be true. Where appropriate, put one or a few testimonials from satisfied clients. Alls these would makes more credibility. People often want what other people want, people would also trust whom other people trust.

Sell yourself in a positive manner but don’t lie. Your customers are often smarter than you give them credit for.

4. Omnipresence

You are always available. Whether your clients prefer to contact you via phone, email, fax or even snail mail, the salient informations are all there. You must be seen with an open door, ready to welcome all prospects and clients. Give them all the options needed to contact you. I have been surprise too often when I picked up a direct mailer with web and email contacts but not a phone number. Sometimes, I prefer to talk to humans and not machines.