Monthly Archives: July 2008

How Can I Do Source Code Tracking On Direct Mail?

Publicity

We currently use a source code tracking system that entails someone establishing a random 4-digit number and that number is then assigned to a certain promotional effort. My boss wants the codes changed so that he and others can say (by looking at the number) that these sales are from a catalog or from a publication mailing or whatever the effort was and also identify the time frame it was mailed in.

We mail a variety of different pieces including envelopes, catalogs, self-mailers, email, web and sales reps. On top of that we offer a large variety of products using each of these vehicles including publications, books, videos, awards and training.

The part that is tripping me up is that I only have 6 digits to work with and only numbers are allowed.

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Jay’s Answer: If the six digits are: ABCDEF

A = medium code (0-9)
BC = product code (00-99)
D = last digit of year (0-9)
EF = week of year (0-52)

If you have more than 100 products, then:

A = medium code (0-9)
BCD = product code (000-999)
EF = week of current year (0-52)

If you could also use letters + numbers, you could get a much larger range (use A-Z, excluding I and O, which will give you 24+10 =36 characters per slot)

What Is A Good Tagline For My Business Consulting Company?

Names + Taglines

I need a tagline for a new company. The name is “Key Methods.” It’s kind of a complicated company structure but here we go: Key Methods is the parent company. We also have a software company (named Key Software), an IT Consulting firm (named Biztek), and an IT network support company (called Clear Focus).
Key Methods refers to helping businesses find the right way “Method” of doing things; kind of like best practices. We want the company to have the feeling of cutting edge, innovative, and modern.
We would like the tagline to have the connotation of looking at different business processes and implementing the key methods to complete the project.

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Jay’s Answer:

  • Unlocking Business Success
  • Locksmith For All Your Business Problems

How Can I Find Sponsorship For My Game Show?

Publicity

My company, which is an entertainment based business, is building a game show production tour for fall of this year in Metro Atlanta, GA. The production will be geared towards the sports industry and will be hosted by various sports bars and venues in the area. I am hoping it will expand to other venues i.e. Falcons pre-game festivities etc but that’s another issue. The name of the tour or production has not been named yet but it will focus mainly on football trivia…something like "Ultimate Football Challenge" and will be based on the game show format similar to Jeopardy and will be prize driven. The production will be a real game show set with podiums, host, projector screen, lighting etc….

As far as the marketing end, getting businesses and venues to donate gift cards and products as prizes for visibility isn’t going to be a problem on this one. But getting corporate sponsorship is what I am not familiar with. To make this profitable for my company I will need sponsors and this format is a great way to promote businesses/brands. Game show podiums can host brand or business logos, the projector screen can rotate through logos and advertisements for businesses during intermissions and before the show similar to movie theaters, product boosting through trivia questions and as prizes as well. How do I go about finding key contacts for corporate sponsors in my area that would be interested in this? Also how do I start to tier sponsorship amounts and what exposure they will receive? How do I make this attractive for the sponsors? I’m new to finding corporate sponsors so where is a good place to begin? Also how can I get the local radio stations to promote the tour on their show? Would I offer to brand their station logo on the set? Or if that’s not enough, what could I offer? Any help would be greatly appreciated.

Also on a side note as mentioned before how can I find contacts for pro sports events so I can pitch the production?

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Jay’s Answer: You’re looking for sponsors that want to attract the sports bar demographic in your region. This could be local breweries, wineries, clothiers, placement services, dating services, travel agencies, cell phone providers, or even auto dealerships. Your presentation would identify the size of the audience, their demographic (age, income, etc.), and the context of the ad.

Again, to get a radio station involved, do your homework to find one that’s targeting this demographic. Offer to be a guest and provide some questions for a football trivia call-in show.

How Can I Increase Enrollment At A Small Private School?

Clubs + Associations

My nephew attends a smaller non-denominational Christian school in Colorado. The school is great as each student gets one on one attention. They have grades pre-kindergarten through sixth grade. However right now their enrollment number is too low. They are in danger of closing their doors very soon.

There are so many benefits to keeping my nephew in a smaller school and we would love to be able to continue to do so. If the school closes he will have to attend a public school and go from a class size of 8 to 80.

I am a designer and not a marketing professional so I am hoping there are some people on this site that can give me ideas and feedback on how a handful of parents might go about trying to increase the school’s enrollment.

Is it flyers, a website, going door to door……what will help increase the enrollment in this small school?!

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Jay’s Answer: It seems you have two potential markets: new students (entering pre-k) and existing students (in other schools).

To attract new students, make sure you’re at least listed in the various local directories. Your marketing materials should speak of the concerns of the parents: quality of education (both formal and informal), fun, and (if it matters) testing results. Testimonials from parents (and kids) would be appropriate. Perhaps even a DVD (or online video) containing interviews of parents, kids, and teachers.

For existing students, focus on why they need to switch schools: a learning problem, an emotional problem, or a social problem. Show how your school addresses these issues. Talk to local public school guidance counselors – they might know of students that need the benefit of your environment.

Also – consider having your teachers also teach after-school programs (open to all children) as well as offering adults-only classes in child-development issues (learning, play, socialization, etc.).

What Is A Good Training Course For Interactive Marketing?

eMarketing, Starting Out

I’ve done a lot of online research looking for a good training course, that I can take online, for interactive marketing. I want to become expert in:

  • Email marketing and e-newsletters
  • CRM segmentation and data collection
  • Web design and usability
  • How to make the most of RSS
  • SEM and SEO
  • Online surveys and incentives for customers to participate

This seems to be a hard course to find. Someone could make a lot of money if they’d create this type of course! Any experience or advice would be greatly appreciated.

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Jay’s Answer: There are categories such as: aware, knowledgeable, and expert.

Expertise is the rarest of qualities. It’s more than courses. It’s applying what you’ve learned to see what works and doesn’t (for you) over time. It’s being willing to continually learn new things, and research new ideas on your own to develop insight.

Knowledge is sitting down and studying. It’s taking courses to find the tools others have used to solve problems. It’s simple exercises to give you the feel for things.

Awareness is talking about the various problems/solutions, but not with much granularity. You’ll be able to understand the buzzwords and may have some ideas for how to solve problems.

All of the areas you’re asking about are currently "fluid" – there are few techniques that everyone agree are best for all applications. People are trying everything out to see what "sticks". And, as users get more sophisticated, the tools they need likewise change.

How Can I Market My Marketing Consulting Firm?

Services

Much like a world class hairstylist who can’t do her own hair, or a great manicurist whose nails are never done, I am an excellent marketer of other people’s products and services, but when it comes to marketing my marketing consulting firm, I need a little help.

I have buyer’s info for several larger companies, including Macy’s, Nordstrom, Coca Cola Disney, among others.

I want to know if I can get some ideas on something creative to send to them, to get their attention. I was thinking of sending some shamrock seeds (let us grow your ((insert name of program)). I know that’s corny, but that’s why I’m reaching out for help

I’ve already made contacts with these people, I just wanted something catchy to get us meetings. We can help them with their marketing and pr, and promoting their special events. The name of my company is Soulstice and our logo is a flame.

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Jay’s Answer: Send an ethic doll holding your business card/note. The doll will reinforce your Women & Minority owned status, and the package will get opened.

What Should Be In A Brochure For Our Dog Club and Park?

Clubs + Associations, Publicity

Our business is unique in our area. We are a private dog club (www.wolfbrook.com) with a 12 acre dog park (off leash socialization). We offer dog training and dog daycare as well. I’m having trouble putting together a brochure. I’ve been doing tons of reading online to try to learn as much as I can about writing/marketing/press releases…. I think I would like a question on the front of the brochure and then maybe answer it inside with some of the major benefits. Just an FYI, we are NOT into cute dog things with the words paw, or woof or bark if you catch my drift (for example I don’t want to say "your dog will pawsitively love it here").

I’m thinking of putting the question "Wouldn’t you like to do more with your dog?" on the front and then maybe put something like "more fun" "more exercise" "more sports" "more communication" on the first flap. Would those be considered benefits?

I hate to leave out our "features" as we do offer some pretty major things, for example we have a large clubhouse for members use. It is heated and air conditioned and has a full kitchen and bathroom as well as a dog washing area free for members. Most other dog parks don’t even have a port a potty, much less a clubhouse that is for both dogs and humans. Am I wanting to put too much?

Our biggest benefit (to me) is hard to verbalize. We evaluate all potential members. The dogs must be able to socialize and the owners must be willing to become a part of the community. I guess you could say we are selective about the safety and enjoyment of our members.

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Jay’s Answer: I think your benefits are: freedom for dog owners, safety for socialization, exclusive natural beauty, ease of cleanup, and room to exercise.

As for "more fun", etc. – compare your offering with the competition: public dog parks and open (walking) spaces. You do have some unique offerings, and you need to figure out what demographic is likely to want to join your club (given the price & location).

Instead of "Wouldn’t you like to do more with your dog?":

  • "Is Walking Your Dog More Work And Less Play?"
  • "Tired Of Dog Park Bullies?"
  • "WolfBrook: Dog’s Best Friend"

Need Help Starting My eNewsletter For An Executive Search Firm

eMarketing

I am running an executive search firm majoring into middle & senior level recruitments. I am keen on starting an e- newsletter for my TG ie the HR managers & HR directors of various companies. I would appreciate if you can spare some time in helping me out with the following:

1) Name of the e-newsletters ——– something catchy and relevant
2) What should form the contents??
3) Sample / template if any

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Jay’s Answer:

  • e-newsletters you send to people on your list, and it arrives in their email inbox.
  • blogs you publish from your desktop, and people find it by searching online and/or subscribing (via RSS) to your "blog feed".

Blogging software is free, and if you already have a website, you could integrate it into your site. Alternatively, you can simply get started (free) using the software on a blogging site (wordpress, for example) – in only 5 min, but the domain name of the blog would be different from your website’s (and is less ideal).

Blogging is easy, once you get the blog setup. Same process as writing a newsletter. In fact, you can do both. Create your blog entry, and then email a link to it for everyone in your email list with a teaser.

The key questions: name, content, etc. are based on who you’re trying to attract, what problem you solve, and how you’re unique. Given the market you’re in, you need to create a professional product to make sure your brand speaks trust & quality.

What Is A Good Tagline For A Women’s Investment Club?

Names + Taglines

I’m launching a Women’s Investment Club and need assistance with a tagline. The name of the club is "Phoenix Investments or Phoenix Investment Group". I want to symbolize "soaring or reaching to new heights" within the tagline.

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Jay’s Answer: I don’t know if the name "Phoenix" was chosen for location or symbolism (or both).

  • Manifest Your Financial Dreams
  • Working Together To Create Wealth
  • Meet Locally. Invest Globally. Retire Happily

How Can I Make A Creative Table Top Display On Tight Budget?

Publicity

I have to design a table top display for a user group meeting on a very tight budget ($500). I have ideas for content, my concern is presentation. What’s the best way to ensure traffic to our location? It’s a small show, with mainly our partner’s customers, but we are in a back room. Is it better to do a table top display, or an easel display? And what type of material would you suggest, foam core board, vinyl??

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Jay’s Answer: If it’s a small show, then people will eventually filter to the back room. Other vendors in the room will have a similar problem – so you’ll be working as a team to draw in people.

As for your booth – realize that unless you’re selling something low price at the show, that your purpose isn’t to close a sale, it’s to start one. Listen to people, make appointments with them 1 on 1, find what their needs are, and follow up showing how your product/services solves their needs. At a show, it’s hard to have a meaningful show "on the floor" let alone think.

If you know your target audience well, then clearly identify the top 1-3 problems they have (think headlines for ad copy or web site), and make that your sign. The point is to get contact information, do a brief "intake", and schedule a follow up.

You could use Powerpoint to run a slide show highlighting the points. Movement attracts people’s eyes – but don’t overdo it (with the slide transitions). One headline per slide. Bring your laptop to power the screen.