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| Welcome to Our Newsletter | ||
| March 1, 2007 / Issue Number 20 | ||
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By: Tim Haas Owner/Web Developer Haas Consulting Marketing & Marketing Management Services View Our Webpage |
Welcome to our new and current subscribers! This newsletter is published monthly by Haas Consulting. It is here to be a source of information for anyone who would like to learn about webpages, marketing, and other business related topics. Please feel free to email us with topics you would like to learn more about. You may view past issues at www.thaas.info/articles.php. Enjoy! Define Marketing There are many words loosely tossed around that loose their meaning. Marketing is one such word. To many it has become a word that means nothing more than advertising, which underestimates the true power of the word. The power of the word Marketing rests in its ability to encompass the disciplines of branding, positioning, identity, advertising, and more. Above all marketing implies a strategic approach to implementing these tactics. Branding is the process of developing a cumulative impression and positive reinforcement of your company's identity. This discipline is geared toward creating increased product or company name awareness. Positioning within the realm of marketing is where you place yourself within the market place. Are you going to position yourself as the low cost - bare bones product or service? or as the expensive - premium product or service? Neither position is bad, it merely dictates how you will do business and with whom. There are people who are willing to do without "perks" in order to keep the cost down, while others will pay a premium for the same "perks". Identityis closely related to branding and often causes confusion. While branding is the process, identity is the actual look that is recognizable. Your identity is revealed in your logo, color schemes, and style. Advertising is the activity of attracting public attention to your product or business. Advertising takes many forms such as printed ads, radio commercials, television commercials, internet, and much much more. Fear of Meaning Many times business communication is shrouded behind a veil of ambiguity held in place through our own fear of making a decisive statement about who we are. Defensive thinking like this may protect you from some criticism, but it will also distance you from your target audience. The power behind marketing lies within your ability to make a statement and develop a strong connection with your target audience. You need to be the decisive authority in your market. If you have positioned yourself as the high priced premium provider, your message must support this. You must be willing to stand up, admit your product costs more, and communicate the benefits that justify your position. Criticism will come from people who are not in your target audience. If you provide premium products or services, those looking for low cost will criticize your prices. If you are providing low cost alternatives, those looking for premium products or services will criticize your quality. Fear of Change Often important marketing decisions vital to your success are made simply based on, "This is what I have always done, so that is what we will continue to do". Not bad, if it is something that works, but how do you know? One fault shared by a huge number of business owners is a general lack of tracking. Far too often marketing decisions are made without ever knowing if previous marketing endeavors were effective. This brings to mind the expression, "Throwing good money after bad". Track the effectiveness of your campaigns and make educated, well informed decisions. Don't be afraid to change. Test marketing with smaller campaigns can be an excellent tool to help you determine where your marketing money is best spent. Consider seeking out the help of professionals. Professional marketing firms are there to maximize the effect your marketing has. Often they can increase your return on your marketing budget enough to absorb the cost of their services. Work with the sales representatives from prospective media sources. Often they will have insight as to how you should best allocate your money on their services. But it is a good idea to consider their ultimate motivation. They get paid based on how much they sell to you. Salesman vs Marketer For the purposes of this article I am defining a salesman as one that contacts a lead, pitches a message to them, and attempts to close the sale, then moving onto the next lead. A marketer contrasts themselves as someone that embraces the process of marketing taking full advantage of branding, positioning, identity, and advertising to create lasting relationships with their target audience. Marketing is a continuous process that is subject to change. What once worked well may no longer be effective; while that which promised little may now flourish. It is a powerful concept that has the potential to provide huge results. |
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Marketing & Marketing Management Services!
We are a full service Marketing Firm. From creating a marketing plan to layout, design, and seem less execution, our goal is to help you make the most out of your marketing!
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Note: Clients without a link are *Denotes Clients using our hosting services for websites previously designed with another developer. |
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We have recently launched our newest endeavor, a business directory for Hutchinson, MN. Our contact with clients and other business people in the community has demonstrated to us that there is a huge need for this type of marketing vehicle. Many business people have been dismayed by traditional marketing vehicles. Our new website provides the public with many valuable resources including, but not limited to:
It also provides the business owners with valuable resources as well.
If you are interested in learning more about ShopHutchinosnMN.com please give Sean a call at 320.587.4314 This website is not affiliated with the Hutchinson Leader or Hutchinson Area Chamber of Commerce and Visitors Bureau. |
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www.crowriverglass.com Crow River Glass, Inc. can help you with all of your Commercial, Residential, and Automotive glass needs.
From updating your storefront to new construction we are the experts! Windows, glass doors, glass deck railing . . . we do it all!
www.weatherbonk.com A website that deals with weather. This website offers everything from the traditional imagery to live web cams and current condition maps powered by Google. Features forecasts by the Weather Channel. www.kstp.com Eyewitness News Channel 5 St. Paul & Minneapolis. One feature you really need to look into if you have kids is the text messaging school closings service they offer. It works great! * By providing these links we are not endorsing the services or products being offered. We are only offering links to other websites that may be of interest to you.
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Plain and simple; Haas Consulting does not condone or participate in the use of spam e-mail. You have received this newsletter at your request. If you wish to remove yourself from this mailing or feel that you have been included by mistake; contact Haas Consulting and ask to be removed from the list. All requests will be honored with no questions asked. Please include the email address you wish to remove within the request. Statement of Copyright The contents of this newsletter are the property of Haas Consulting. You may use all or part of the content of this newsletter provided you follow these requirements:
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