These are the full text articles used in a recent Small Business Development Center class in Gainesville, Georgia taught by 3by400 partner Beth Snider.
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Advertising is a complex topic. This is evident by the huge number of companies in business merely to provide advertising services provided to those organizations unable to successfully navigate the maze of messages, markets, and mediums on their own. The advertising industry itself is a multi-billion dollar operation in the United States, and contains many media-specific areas of expertise. Already sounds complicated and expensive, eh?
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If you utilize e-mail marketing to prospective customers, make sure you don’t become an offensive spammer. There are a few simple rules to follow that can make a difference between happy customers and angry spam recipients. These rules are outlined in the Federal Trade Commission’s (FTC) CAN SPAM Act, which went into effect January 1, 2004. The CAN SPAM Act applies to commercial and pornographic electronic messaging and carries penalties for non-compliance of up to $11,000. Learn more about the CAN SPAM Act at www.ftc.gov/spam, including how to turn in offenders.
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Most business owners know that a print ad is only as valuable as the circulation of the publication, and a radio ad is only as valuable as the station’s listenership. But somehow these same people think that just having a website is sufficient. A website is only as valuable as the number of interested parties viewing it. Today we’ll take a look at some ways to get more people to view your website, making it more valuable to your business.
First, ask “what group of people do I want to serve with my website?” Is it prospects, existing customers, wholesale customers, retail customers? Are they male, female, married, single, 18 years old, 35 years old? Where do they live? If you’re a traditional retailer, just think about the faces of your best customers.
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One of the things that is not covered in Marketing 101 is how beneficial it is for most businesses to be active n their local Chamber of Commerce. Okay..I already hear the moans and roans from some readers whose experience with the Chamber is much like the local country club, but hear me out before you let a 20-year old experience seal the deal.
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I hope these articles actually equip you with real tools, rather than a glossy overview. After my recent series on Advertising, I find it only fitting to follow with some dedicated print on Public Relations (PR), the other big hammer in your marketing toolkit. In this series, we’ll explore what PR is and isn’t, how to develop a mind and a plan for promotion, and how to get your message out onto the streets. In this issue, I’ll try to reveal some facts that will hopefully remove the cloud of mystery around PR.
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