Monthly Archives: September 2009

How To Find Work In Gaming Industry?

Starting Out

I want to work in the Marketing/PR or Product Management field in the gaming industry. I had a plan in doing video game testing seeing though there is a high demand for testers, this was so that I could get a feel of the industry and network toward PR or management. Any suggestions?

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Jay’s Answer: If you want to do video game testing because it’s rewarding to you, do it. Don’t do it to get an “inside peek” because if you’re not enjoying what you do, people won’t see you as someone special.

Instead, do informational interviews. Identify companies that are interesting. Read everything you can about what the company has done, is doing, and is planning to do. Play their games. Then, contact people who do what you want to do at that company and ask them for 15-30 minutes of their time. Come prepared with specific questions and listen well, and write a personalized thank you note. Keep in touch with them to ask them more questions and network with them into the future (if necessary/appropriate).

Tagline For A Recruitment Agency

Names + Taglines

I’m needing some help developing a tagline/slogan for the recruitment agency that I’ve owned for 13 years. We are revamping our logo and would like to add a tagline …something catchy and fresh but appropriate as well. BioMed Search Group is the agency and as the name implies, we recruit for biotech, medical device and pharmaceutical companies. Our forte is sales, management and marketing positions and the focus of a tagline needs to be the client companies who pay for our services. We want to convey to our customers that they can count on us to do a great job in understanding their business/needs and then in the most professional and timely manner bring them the exact talent they are looking for. I have been trying to wrap my brain around this task and have come up with a couple fairly lame ones … A hire power! and …where opportunity meets its match! Neither are great or very inspired. I’m looking for some ideas or creative inspiration. Thanks

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Jay’s Answer: You’re right – the ideas you have so far aren’t very inspired. The key to a great tagline is conveying a key benefit to your target market in just a few words.

Here are some ideas to try on:

  • We Only Find The Best Candidates
  • Placing Sales, Management, and Marketing Expertise Since 1996
  • Any Of Our Candidates Would Be Great For Your Business.

Tagline For Children Event Planning Biz

Names + Taglines

The event planning business is called “Little Lamb Events”. We specialize in creating themed events with character hostesses (e.g. princess parties) and we do everything from planning, managing the details and party activities to cleanup. The company name indicates we have children celebrations so I’m looking for a tagline that is simple but also captures the essence of the company. Buzz words for the company are: imagination, memories, creative, unique, sophisticated, celebrations, planning.

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Jay’s Answer:

  • Sit Back And Enjoy Your Children’s Party
  • No Fuss, No Stress, No Headache Childrens’ Parties
  • Childrens’ Parties That Kids & Parents Love

How To Launch My Photography Business?

Starting Out

The current economy has stimulated me to “reinvent” myself again. While I’ve always had a passion (and some talent) for photography, I decided that it might be a way to augment my marketing communications and copy writing career. Since then, I’ve made inroads via local organizations to cultivate clients. I started out doing family portraits. But the price I’m charging (base $195), while lower than the competition, isn’t enough to sustain a business. I then surveyed the bar/bat mitzvah market (our daughter is having hers this summer, as well) and discovered that the main players are pretty much the same. My creative style allows me to slice up a niche for those who want something different. Same for weddings. My question – at last! – has to do with positioning and pricing. I was told by a vendor in this market, though not a photographer, that “you don’t want to be stuck in commodity hell.” And another advisor stated that
once you’re perceived as low price provider, it’s almost impossible to climb out of that hole.”

How do I communicate my position, hold up a a high-quality price, while not losing business due to the almost overwhelming cost-consciousness out there these days? Eventually the economy will return and I don’t want to be at the bottom tier in my field.

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Jay’s Answer: Your problem isn’t what you do, it’s how your business is perceived and the value you provide to your clients.

As you know, photography/video professionals are not only competing against each other but also the average consumers (who can now easily create/edit their own photos/videos). That means that your offering has to be clearly better than anything the average person can do and worth the price.

Can you create value-added services for your clients: video thank you cards, YouTube uploads, etc.? Or, create a on-going service (capturing a baby turning into a teen by videoing them over 18 years, and being on retainer for the family) that keeps you involved not just in the major milestones, but keeps you top-of-mind for the smaller events (graduations, school performances, sporting, etc.)?

If you can show why your services are worth the price, then clients will pay.

First Time Selling Clothing In Booth

Services, Starting Out

Hi, we are a small clothing label setting up a stand at a clothing event for the first time, how can we stand out other than just displaying the clothes?

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Jay’s Answer: Don’t think that your primary goal is to sell your clothing. It’s to start finding out what people are looking for, how your clothing compares to others, and what would make the casual shopper into a raving fan. Also, if you have a story to tell about your clothing (how a <specific demographic> are HUGE fans, or how your clothing helps disadvantaged youth, or how you’ve been designing clothing for years for other labels, etc.), tell it. People may not remember the clothing you’re showing, but they will remember a remarkable story, and share it with others.

Also, make sure you at least have a simple website so people can continue to look at your clothing post-show (or for their friends to see, etc.).

Tagline For A Community Bakery

Names + Taglines

I’m rebranding a bakery which is ran as a community owned business – focus on the authentic, non pretencious, homemade nature of the product. Need a compelling tagline .

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Jay’s Answer:

  • Not Just Homemade, Deliciously Community Made
  • It Takes A Community To Make Things So Good
  • How Many People Does It Take To Make Our Pastry?

Tagline to Sell Service and Training Plans?

Names + Taglines

My company sell equipments to labs. Now I’m working on a marketing promotion for our service contract/plan, which offer Preventive Maintenance Service with Service Calls (to service their equipment
when it’s down)and Training Sessions for customers. This package is discounted to attract new customers.

I’m thinking of a tagline/slogan for this promotion. I’ve a few ideas, but they does not focus and include all 3 points i wants:

  1. Special price package, cheap price
  2. Help to maintain the equipment to prevent downtime.
  3. Training enhance skills and knowledge that increase productivity

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Jay’s Answer: I think you’re looking for a headline, not a tagline. A tagline is for supporting a company’s name, while a headline is for introducing one or more paragraphs of copy. Also, taglines are generally no more than 7 words. Headlines have no such restriction.

Here are some ideas to get you started:

  • The #1 Investment For Your Existing Lab Equipment
  • Preventing Equipment Downtime: Save Money, Save Time, Save Frustration
  • Ensure Your Lab Equipment Is Usable 24/7

Tagline For Franchise Consultancy

Names + Taglines

I have just started this company and now I am stuck for Tagline. Emerginc is a one point stop for all the franchisor, franchisee and business entities looking for successful marketing strategies and conception of new ideas. We specialize in Franchise Consultancy, Marketing and PR for small companies, Help launch new ideas.

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Jay’s Answer: The first problem you have is that you’re trying to use a single tagline to appeal to 3 different groups: franchisor, franchisee, and business entities. Each of these groups no doubt has different reasons for working with you. You can create a generic tagline that would encompass all 3, or create a more targeted tagline just for one of the groups.

A tagline also needs to describe a single (hopefully, unique and desired) benefit you provide. You’ve described your menu of offerings, but that’s not what a tagline is about. It’s about identifying a problem/result that your target market cares about.

Here are some ideas to get you thinking:

  • Make Franchises Into Powerhouses
  • Make Your Franchise Stand Out
  • Need Help Launching A Successful Small Business?

Email Marketing Software For Macintosh

eMarketing

Could you advise what is the best email marketing software?

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Jay’s Answer: There are a lot of choices.

The lowest rung is using a program such as Entourage or Mac OS X Mail to send out your emails. This isn’t ideal, since you’ll be tempted to use Bcc to send out all the emails at once.

The next step up is using a bulk emailer programs such as MaxBulk Mailer or Direct Mail. This allows you to send an email at-a-time to your email list. HTML, Rich Text, or plain text are all supported.

Finally, a contact manager/SaaS solution (MyEmma, Constant Contact, SendStream etc.) for web-based control. The major benefit of these services are templates and in some cases, dedicated IP addresses. Dedicated addresses are most useful to ensure your emails aren’t blocked because of another user using the same IP address.

How Much To Charge For An Article?

Starting Out

How can I propose the price to my customer?

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Jay’s Answer: Price is a function of perceived value of your offering. So, you’ll need to show why your articles will help their business. Have previous articles that you’ve written increased sales of other company’s offerings? Have they increased the number of leads? Increased circulation of a magazine? Make your price based on the expected return on investment that your customer will get from using your articles.