Table of Contents
Cover Story:
The Tourist Trade
We need 'em, We want 'em, We got 'em.
Feature Story:
How'd He Do That?
Some words of advice from Union State Bank's Tom Hales
DEPARTMENTS:
Economics Roundup
• The Smart Investor
Bold moves can be exciting, but also fruitless
• Economic
Viewpoint
The Fed's bark may be worse than its bite
Business Roundup
• Technology Viewpoint
Five steps to drive more traffic to your website
• The Fine Art of Advertising
Building a good campaign - how would you rate you?
Retail Round-Up
• Retailers Seeing Green
Shoppers plan to open their wallets this holiday season
Invest in Your Community
• Get The Ball Rolling
Learn how your company can help Meals on Wheels
Odds & Ends
• From The Publishers
• PR Patter
Dedicated Section:
Rockland Business Association:
The President’s Desk
Want to help Rockland and the business community gain some respect?
Here's how.
Bridging
Borders EXPO 2006
Recent Business-to-Business Expo a great success
RBA Happenings
• Other News
• Committee and Council Info
• Calendar of Events
• New Members
Business
Roundup:
Marketing By Design: Building a Successful Marketing Campaign
Chart it out and don't forget to follow-through.
By Steven Powell
1) Identify Your Product/Service for Sale
- Marketable Strengths
- Highest Profit-margins
- Most In-demand
2) Identify Your Audience
- Demographics
- Interests
- Locations
3) Define Your Goal
- What are you trying to accomplish?
- What is it worth to you?
4) Define Your Message
- What are you trying to offer?
- What are Their “Pain” Centers (Needs)?
- How can your product/service benefit Them?
- Why should They choose you?
5) Choose Your Delivery Vehicle(s)
- Market reached
- Cost/value per reached person
- Additional Values
- Return on Investment
6) Speak Your Peace
- Get Their Attention (The BIG Idea)
- Say Something Relevant
- Call or Urge Them to Action
7) Track the Results and Adjust Your Efforts
- Which media worked best?
- Which offer?
- Which Call to Action?
8) Repeat. Repeat. Repeat.
- The average consumer must see/hear the same message seven times before they
act.
- The average consumer must see/hear the same message seven times before they
act.
- The average —— You get the idea! RBD
Steven Powell is the president of Co-oper8 Marketing Group,
an award-winning design and marketing firm based in Goshen, NY.
Steve has been helping businesses, large and small, find their
unique marketing messages for 25 years. He hosts Marketing By
Design, a weekly talk-radio show on both Rockland and Orange
County stations, and is Co-publisher of this magazine. Co-oper8’s
web site can be found at: www.c8group.net.
How Would YOU Rate YOU?
Remember, nobody has to see this sheet but you, so be honest here. How would
YOU rate YOU in the categories listed below or others you might think worth adding?
Any business can prosper from self-inspection now and then, and you might find
these category checklists addictive if you’re the type that likes to see
everything nice and neat.
If you’ve honestly and objectively judged your strengths and weaknesses
as a business, you’ve now accomplished two goals for the price of one.
First, you have a roadmap of your assets for marketing leverage and a mine-field
map of areas to stay away from. Second, this can also serve as an internal identifier
of areas requiring improvement in your business. How would YOU rate YOU?
Feel free to adapt this list and customize it
completely if that’s what you need to make it YOURS.
