AU Blogspot

                      Image courtesy of jeff magnum-orange twin.

From Brian Grinonneau:

Dare to be different. A look at why advertising professionals should consider standing out from the competition, not copying them. To make your advertising work, follow the principle if your competition is doing it, don’t.  To succeed in today’s crowded marketplace where most of the products and advertising look exactly the same, a small business owner must stand out, shouting above the din with a message so clear and compelling that prospects stop and take notice. It’s a matter of business survival. Unfortunately, most entrepreneurs quickly retreat to the supposed security of sameness, soon to be lost in a sea of anonymity and a tidal wave of frustration.

In effect, albeit at a subconscious level, they are saying , “I don’t want to be different”. In back room offices and store fronts everywhere, salespeople are telling business owners they should do this or that kind of ad because it worked so great for their competitor. The owners nod and sign on. It’s already proven to be a winner, right? WRONG! Change the name, background color and a font style and you’ve got sameness. Put those ads in the yellow pages, a coupon magazine or a TV commercial cluster and you’ve got advertising death. Want proof? Get the latest statistics on small business failures.

About the author: Brian Grinonneau is the general manager of McMann and Tate advertising, an agency that works with small business owners helping them stand out from the crowd.

Article Source: http://EzineArticles.com/

Copyright © 1996 - 2008 Experience, Inc. - All Rights Reserved

To read more of Brian Grinonneau’s  great article, login to the Ashworth University Career Center through the student portal and click here. 

Ryan Rode
Interactive Services Manager
Ashworth University

While the “experts” continue to debate whether our economy is in a recession, the rest of us working in the real world have already determined that the semantic definition of this crisis is the least of our concerns.  In the following podcast interview, Dale Collie, a former corporate executive and elite U.S. Army Ranger shares the lessons he has learned throughout his life on how to cope with the stress caused by difficult circumstances.  Although focusing primarily on how the business manager of today can effectively lead, inspire, and provide stability to workers during times of economic hardship; this podcast also offers some “big picture” perspectives that anyone can apply in their personal lives as well.  I think you’ll enjoy this podcast. Please share your thoughts in the comments section of this post.  I’d also like to thank Bill Conerly for conducting this outstanding interview. Thanks…

Ryan Rode
Interactive Services Manager
Ashworth University  

When I read the book Meatball Sundae by Seth Godin, it reminded me of one of his previous books I read, Purple Cow.  But was it just the content of the book, or the fact that the book arrived to me several years ago in a milk carton?

The premise of the book Purple Cow, published in 2002, is about being remarkable.  Godin’s point is that in an age where we are deluged with images and messages, these have reduced their overall effectiveness, and to get your message out there, your product or service needs to be different or unique in its own way.  The first example in the book is driving through farm lands and seeing cow after cow and they all look alike, but a cow that is purple will stand out and be remembered, thus remarkable.

So is remarkable something you put on top of a product or service?  Not necessarily.  The book gives examples of how L.L. Bean and Sears Craftsman line of tools are remarkable in their unconditional return policy.  Ikea is remarkable in how they sell low-cost, assemble-yourself furniture that is extremely stylish.  Dr. Bronner’s soap is remarkable in its unique labeling.

My greatest takeaway is that remarkable is not a gimmick.  From the above examples, what makes them remarkable are attributes that have lasted for years.  Gimmicks may drive sales, but not over the long term.  Gimmicks are also not considered sincere.

Another takeaway is that you may already be remarkable.  When many entrepreneurs venture out on their own, their catalyst is often they can do what they do better or in a more unique way from where they previously worked.  They may not have been able to do it, whatever it is, when they worked for someone else and have the conviction to do it themselves.  This was part of my own motivation for starting Dunkirk Systems, LLC.

The book Purple Cow does not over-do it with examples and is an energetic, quick read.  If you are venturing out on your own, or taking a strategic look at your business I recommend reading the book as it will definitely inspire you, and you may get some ideas from it as well.

Mike Maddaloni
Founder and President of Dunkirk Systems
Ashworth University Contributing Blogger

*We consider it a great privilege to share the business-tech perspectives of entrepreneur Mike Maddaloni with the Ashworth University Business Community. Mike’s Internet consulting firm, Dunkirk Systems, is based out of Chicago and has steadily built a reputation for providing superior service to their growing list of satisfied clients. Visit The Hot Iron blog to gain additional insights into Mike’s business life. Thanks Mike!

                         Image courtesy of  Panda Bear.

Brand Experience Lab is an advertising agency with a reputation for developing some of the world’s most innovative marketing campaigns.  Their signature concept blends the principles of customer participation and brand messaging; the result has been coined “interaction marketing.”  Notice the subtle distinction made between interactive and interaction.  The emphasis is placed on the actual experience of using the product rather than a simulated trial.  Brand Experience Lab’s so-called “audience games” illustrate their vision quite well and these cinema based experiences are one of 2008’s buzz trends.  Their two most hyped campaigns of 2007 were done for MSNBC and Volvo.  With positive audience reactions now tested and measured; an increasing number of corporations are buying into the promises of interaction marketing.  In these campaigns, instead of idly watching Ads on the screen during the obligatory preview stage, moviegoers were given the opportunity to play video games oriented around the respective MSNBC and Volvo products.  For example, Volvo’s “human joystick” experience required audience members to collectively wave their hands in different directions in connection with the Ad; think of something akin to a Wii interaction as a reference point.  Was Volvo’s message communicated?  These results, although not exactly scientific (tests of this nature never are) tell a positive story:

• 68% want more games in cinemas
• 74% prefer a game to an ad
• 21% better image of Volvo
• 37% more likely to purchase a Volvo

Now that we’ve provided some context to this experience, click on the image above to see interaction marketing brought to life.  If you’ve had a chance to participate in one of these audience games at a theatre in your area, let us know your thoughts in the comments section.  I’m very interested to hear if these action games are as dynamic as they’re being reported to be. 

Ryan Rode
Interactive Services Manager
Ashworth University School Of Business

 
                   Thanks to PQZ for permission to use this Photo.

With regard to marketing your residential property, it is imperative to remember that first impressions can be made only once.  That is why curb appeal is so important.  Renters want a clean, attractive, safe, and comfortable environment.  When you provide that environment, potential renters will leave with a positive image of your complex.  

You have 30 seconds to make a positive impression on the prospective renter.  Be polite, positive, and interested in their specific needs when you’re touring prospective tenants through the property.  “Read” the customer to see what he or she is interested in when renting.  If you can find out what interests renters, you can gear your presentation to their needs. 

Marketing is essential for the success of the property.  Most residential properties lease units for a term of one year.  Even though many residential renters continue to rent the same unit, there is still the possibility that each unit could become vacant if the existing renter does not renew.  With that in mind, you need to be prepared to fill a vacancy at almost any time.

When preparing your budget, look over the past year’s expenses to get an understanding of what the needs of the property are.  However, never simply take last year’s expenses and add a percentage to predict the next year’s expenses.  Properties age differently, and you must perform periodic inspections to determine what fixtures and components are starting to wear out and when they will need to be replaced.Some properties host excellent tenant social functions that the renters love.  Give them entertainment and a way to mingle with each other, and you can create a very solid community of people who will stay year to year even when the rental rates increase.  Remember, some groups of people like apartments for their social life, and capitalizing on that could reap your owner excellent financial returns.

Chuck Perme
Property Management Instructor
Ashworth University

 
               Thanks to Nick Coombe for permission to use this Photo.

I hope you are already doing this, if not, you should treat you loyal prospects as VIPs (very important person). You should give them discounts, you should provide them with news that very few other people will get and you should provide them with all sorts of goodies, because your loyal prospects will hang around longer.It’s rather easy to use this marketing strategy. Just think about it, what would you really appreciate to get from a person much like yourself? Give them:                                                     

• Discounts on products
• Free products
• Interesting information

If you have a list of loyal prospects, you can just send them an email and you can start the email with ”I want to give my loyal prospects a discount…”You can do this before every launch of a new product. If a person have bought one of your other products, then this person will automatically get a discount on every new product that you will release.You can create a buying frenzy by limiting the number of days the discount will be available.

It’s a great way to build loyalty. Your customers will hang around longer if you give them some special VIP treatment once in a while. It’s important that they know and feel that they are treated as VIPs. Because if they do, they won’t unsubscribe to your lists, and they will stick around in order to be a part of your gang. (more…)