Thanks to Blackberrys, iPhones, and laptops, the 'regular business hours' employees are working is blurring.  It's starting to cause concern in some industries where writers check their emails while eating dinner, before they go to bed, or at an event, and are now able to update websites, create drafts, and sign contracts from anywhere. 

It's already causing issues at ABC where disputes are occurring over uncompensated after-hours work. The concern is not that the writers are going to bill the hours, but with technology growing and upgrading daily, when does the working day really end?  The Writers Guild of America, East is taking a stand to ensure that the hours typicall...Read More

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Promotional pricing can be used to encourage brand loyalty and increase customers.  It can be used to win market share and introduce a new product (you've all heard of introductory prices). This marketing technique can also be used when trying to win/gain market share from your competition (keep in mind, if it compromises your profit margin, it's best to stick with your brand and win with your brand integrity). 

When should you run a price campaign?
1.  when launching a new product:  you've got new merchandise in the store and are trying to move out the old, or you want to introduce a new product to your audience

2.  in attempts at winning business away from the competition:  they're selling it at a reduced price and you cannot compete (especially in today's market ...Read More

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Building a website is easy...keeping your e-customers engaged is the challenge. You already know that great service keeps the customer happy, and happy customers return again and again.  This knowledge should play a key role in building a quality site, and should be part of your overall e-strategy.  In preparing for your service plan online, here are 8 steps to follow:

1.  Evaluate your current service interaction and how the process works:

• Where does the email for customer questions go?
• Does one person handle it or is it a group mailbox?
• Do you have a set time that each email needs to be answered?
• Do you have a standard reply form created to let the customer kn

...Read More

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This is one of the simplest forms of advertising, yet it's the one that's the most overlooked.  As a small business, it's wise to put your tagline and information about your company on everything that reflects your brand.  I'm amazed at the number of email responses I receive from businesses that do not use this real estate--this grand canvas--at the bottom of all their electronic correspondence.  You can include images (gif files usually work best), as well as your tagline, contact information, any type of sale you're running at the moment, link to a coupon, etc. NOTE:  I recommend using the setting that places your signature on demand so it doesn't appear multiple times in back-and-forth email exchanges.

Here's how to set it up (using popular email software):
...Read More

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Successful marketing plans are a combination of online and offline tactics. Most people are familiar with the offline practices: direct mail, billboards, newspaper and magazine advertisements, commercials, tradeshows, etc., but the Internet ad world keeps evolving; adding new techniques and deleting ones that are no longer effective. I've compiled a list of 26 techniques and what it means to you:

1. affiliate marketing - the method of rewarding each company that drives traffic or sale through their site. Tie this in with your offline strategy, check out what this retail did.

...Read More

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The search engine Local.com announced they're now offering testimonials and ratings as a part of their functionality.  This is part of the movement in the search engine world for a more comprehensive search experience:  providing as much information as possible to make the experience informative and robust.  Why do I love this feature?  It's interesting reading the reviews on restaurants and businesses and it's endless fascinating to read what other people think.  

Per Local.com's press release,&n...Read More

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Media coverage is one of the best forms of advertising; with the added bonus of it being free.  As a media professional myself,  here are 6 steps I recommend:

1.  Write press releases often.  Here are some tips on how to write a good press release.

2.  Join PR newswire and BusinessWire so your press releases are sent to the media (this is an additional cost, but ensures your releases are submitted to every news source).

3.  Compile a database of wri...Read More

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Your customers are the single most important reason you are still in business.  With the economy the way it is, people are being even more selective with their dollar allocation and with good reason; there's plenty of competition in each market sector to accommodate their demands.  But as a small business, what can you do to stay afloat and in favor with them?  Just remember these four common sense items that you already know:

1.  The customer is the person who pays you, so technically you work for them.  There aren't many customers out there who don't already know that and will take their business elsewhere if they don't feel welcomed, important, and understood.  Even if you're running ragged and have had a hard day, a simple smile and a "hello, it's been a tough day.  How are you today?" ...Read More

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According to an article published in the Biltmore Sun newspaper, the governement's stimulus checks are indeed working.  "The Commerce Department reported yesterday that retail sales soared 1 percent last month, double what had been expected. It was the largest increase since November and represented strong sales at a variety of retailers including the biggest increase at department stores and other general merchandise stores in a year."   

I've asked multiple retailers if they've seen an uptick in their numbers since the checks were mailed, and the majority have said yes.  Home remodeling and electronics seem to be the most popular items purchased, as well as outdoor equipment (tents, tennis rackets).  

...Read More

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I've been reading online about this company that has released a new plug-and-play product recommendation service ala Amazon.com.  If nothing else, this is an interesting option to your product recommendation dilemma. Supposedly eCommerce providers can implement this service either with a widget plug-in or their website's API, and Strands says that setup should take as little as 30 minutes.  Quick and easy - the way shopping online should be.

Think of it this way:  I need to buy a gift for a friend whose kid already has everything.  I visit Estella-nyc.com and decide on a Poplin Heart Sundress.  If the site h...Read More

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Creative inspiration comes in all forms.  When it's a viral campaign you need help designing, check out MarketingSherpa's Viral Marketing Hall of Fame.  Each top candidate leveraged peer-to-peer pass-along campaigns for success in different genres.  According to MarketSherpa, some campaigns mixed big budgets, great strategy and wide exposure. Others created entertaining content and watched it sail.

The common traits each campaign used were:

1. Social Media - the websites themselves are free to use, the content posted has to have some creativity behind it, and it's viral marketing at its finest.  Want to find out how to do it yourself? 

...Read More

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It's a growing trend that hotels, entertainment centers and small businesses are starting to employ:  taking customers' personal videos that were made simply for someone's enjoyment and used to market the business.  For example, Barney and Betty take their kids to a family fun park and capture their daughter's laughter on each ride, smearing cotton candy on her brother and squealing in delight when the water splashes her.  They post it on YouTube.com for their friends and family to view and next thing they know, the amusement company contacts them to use it on their website.  It shows all the flavor that the business would spend thousands on trying to capture with actors, a production team and writers, and instead it's supplied to them (minus some editing costs).   

Want to get in on the action? 

Ask your customers if...Read More

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