Last
updated August 22, 2006
Show
your credentials…
Show
Off!
Don’t
miss the marketing "opportunity-of-a-lifetime" to
impress potential customers with accolades that you, your
company and employees have received. Share your honors
and recognition, such as displaying awards in the office,
on your Website and in all your company’s printed
marketing materials.
Credentials
and recognition reinforce your ability to provide the quality
of goods or services you promise to sell to buyers. Annual
awards, acknowledgements, accolades, educational credentials
or accreditations may seem old or ordinary to you, but
they impact perception and could be key to your marketing
and public relations success.
While
searching the Internet, several Web sites were found to
have prestigious, very targeted qualifications, but they
were buried deep in tertiary pages or not mentioned at
all. For example, one company didn't mention the fact that
its products had been featured on several popular TV shows.
A highlighted area saying, "As seen on..." would
add credibility in our star-struck culture.
Another
organization engaged in teaching productive meeting skills
gave very little emphasis to the fact that one of its partners
led meetings as a mayor of a city of 200,000 people.
Ready
to find some of your company’s "credential
gems?" Maybe it is as simple as asking a few questions,
such as:
Did
you, your employees, your customers (with your assistance)
or affiliates receive any awards? No matter how large
or small…keep track of them and add them to your
list of company credentials.
Has
your company (or employees) been featured in any newspapers,
magazines or on TV or radio shows? (Advertising does
not count!)
Has
your company provided goods or services to a highly acclaimed
institution or person that is willing to be mentioned
in your materials?
Have
any of your employees or board members received highly
specialized schooling or certification in a certain area
of expertise?
Does
your company provide an impressive record in some area
of quality, safety or service?
How
many years has your company been providing services in
its field of expertise?
Credentials
represent accomplishments in your area of expertise; it
also gains attention and makes you stand apart from the
competition.
Your
credentials may feel mundane or irrelevant to you, but
be wise and use such "gems" to earn trust, wow
them and build your customer base!
Seniors
Gain the Market's Attention
Every
product or service has a target market. For years the popular
demographic for many products or services has been 18-34
year olds. The marketplace is shifting and there is a growing
target market that will only enlarge and build in buying
power—the senior market. Baby Boomers are maturing
and they are impacting marketing trends. The assisted living
and senior housing markets are well aware of these trends,
but all businesses must be prepared for significant changes
in marketing.
The
2000 US Census reported 13.3 million Americans between
55 and 59, 10.7 million 60 to 64, 18.1 million 65 to 74,
11.7 million 75 to 84 and 3.3 million 85 or older. Be assured
that an expanded senior market for senior services will
also bring expanded competition and the watchful eyes of
the senior consumers and their families.
In addition
to the aging of the Baby Boomers, the definition of "senior" is
also transitioning. The median age for first-time grandparents
is 47 years old. In fact, the American Association of Retired
Persons (AARP) begins targeting prospects who are 49 years
old for membership.
The
buying power of seniors is great. Consumers 50 years old
and over now control more that 77% of the disposable income
in the United States (that equals to approximately $1.6
trillion dollars). The Baby Boomers are the most active
spenders in American history. Further, the US Census Bureau
reports the number of American citizens ages 50 to 69 will
jump over 87% in the next 15 years.
It is
easy to see that marketing to seniors is important. It
is not so easy to market to this group of consumers the
same way; all combined in one "old category." There
is a wide range of age groups, psychographics and incomes
within the seniors market, therefore, lumping all seniors
into one large category is a mistake. Many aging adults
see themselves as much younger than their actual years
due to society’s increasing attention to healthy
lifestyles and maintaining youthful attitudes. Many are
watching the same TV shows and shopping at the same stores
as most 30 year olds.
The
range in the growing "seniors" market may include
a grandfather in his late 80's, to a grandson is his 40's.
This is a wide range with very different needs and interests.
Mature adults vary in their perception of what a senior
is; a 48-year-old usually does not perceive herself or
himself as part of an older demographic, and many times
works to defy the natural pattern of aging.
The
various strategies and opportunities to market to the large
and powerful Baby Boomers are clearly worth exploring.
It’s
Time To Get Blogging!
A
Weblog, usually shortened to "blog," is a type
of Website in which entries are made by a variety of people.
Blogs
often provide various personal thoughts or experiences,
information, updates or news on a particular subject, such
as politics, celebrity or music information or local news;
Personal blogs typically function as online diaries. Blog
posts are usually short, informal, sometimes controversial
or funny, and sometimes deeply personal.
A typical
blog can include text, images, and links to other blogs,
Websites, and other media related to its topic. Most blogs
are primarily textual, although many include audio, photos
and even links to video.
There
is a great variety of different types of blogs, for example:
B-Blogs: Business
blogs, usually external
Blawgs: Lawyers'
blogs
Intrablogs: In-house
blogs
K-Blogs: Knowledge
blogs, also usually kept in-house
Warblogs: War
correspondents' blogs
B-Blogs
can grab attention:
B-Blogs
may have caught your eye; they have caught the attention
of many businesses and Internet surfers, and can fit well
into a small business marketing plan. The following are
a few important things a well-performing B-blog can do
for a business Website:
Since
it is easy to add to and update content on a blog, it
can help to keep the business Website fresh.
A
blog can help establish rapport and credibility with
visitors; a blog is a great way for potential customers
to learn about your company.
For
small businesses, a blog can be a cost-effective way
to establish an Internet presence.
Since
the author’s e-mail address and Website are included
in most blogs, it allows readers to communicate directly
regarding specific postings, and can result in direct
conversations.
What
are essential traits of a good b-blog?
The
best b-blogs have flair and capture the attention of bloggers
interested in the topic being discussed. Authors of successful
b-blogs offer lively, relevant, to-the-point, informal
and well-written postings. Because a Weblog (or blog),
is formatted reverse-chronologically and time-stamped,
readers expect blogs to be updated regularly. Good blogs
never get stale; in fact, it is almost guaranteed that
no one will complain that a blog is updated too often.
Essentially,
B-blogs need to highlight the owners' unique voice and
expertise regarding the blog topic without crossing into
mindless self-important ramblings.
Now
Blog on!!!
Ask
Is Your Brand Aging?
Many
times a company may have great products or services, but
their marketing or brand becomes dated. Ineffective or
worn out branding and marketing are red flags for business
disaster.
Consider
the following:
Is
the company’s visual identity dated?
Keep
the company graphic identity fresh. Sometimes small changes
(or "tweaks") made over time can be subtle and
can hardly be noticed; yet can impair the identity or create
inconsistencies. Make sure that the company’s visual
identity looks cohesive and current.
Ask
Is
the company’s graphic identity looking tired? Are
the company’s marketing tools graphically inconsistent
and worn out?
An
Aging Primary Market
The aging of consumers can force change. Never take a loyal market for granted
or forget to attract new markets. Having a core group of loyal customers can
be very positive….as long the brand continues to keep the aging customers
and/or attract new customers.
Ask
Are there new potential markets getting overlooked in marketing efforts?
What are the needs and changes of aging customers?
Products
or Offerings Not Consistent With Current Times
It is essential that marketing and products stay current. Rather than allowing
the competition to replace you…consider replacing yourself with updated
products or services. Technology, design, packaging, even terms and conditions
- they all are important parts of marketing and branding.
Ask
Is your company keeping ahead of trends or at least staying current in the
areas of technology, packaging, products and customer relations?
Misaligned
Marketing Strategies
There are many ways to distribute products and a growing number of marketing
vehicles to advertise to your target markets. Stay current with marketing opportunities
and find new ways to connect with your customers. The easier your product is
to buy for your target market, the better.
Ask
Is a retail outlet the best way to reach a niche market? Do your customers
shop online? What are the newest techniques and are they suited to your
marketplace?
Overall,
ask yourself how your company’s brand is doing in
the above areas. Give your company a grade in each area.
Then grade your competition in the same areas. Compare
how you are doing in the marketplace and take the needed
changes to give your company a brand new life.
