Monthly Archives: December 2008

How Can I Get My Company To Listen To My Marketing Ideas?

Clubs + Associations, Starting Out

I am working in the soft drink business. I am always coming up with marketing ideas. My company has used some but most they feel are more for the national level. when contacting are parent company they say they have a inside marketing department and that’s the end. How can I move these ideas forward and be paid for them if they have merit. I do not have a degree in marketing but I am very creative in product promotion development and many other areas. Would like a chance to do some good with what I have.

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Jay’s Answer: I’d suggest first getting known by your parent company’s marketing department, and offering your ideas to them. Instead of simply emailing an idea every so often, you need to build a relationship with them. Ideally, you find a mentor/champion in your company that could help you connect to the department. If not, then you need to talk with the head of the internal marketing department for an informational interview. You’re looking to learn more about what they do, how they do it, and the problems they’re facing. Your ideas would need to fit into their way of working so you can be seen as an asset.

If your ideas get received well, implemented, and results clearly demonstrated, then you have an opportunity to claim a better salary.

If you hit a dead end, then consider other avenues: becoming an (unpaid) intern for the marketing group, looking for another job (where your skills could be better used), or start a marketing promotions consultancy on-the-side.

What Is A Good Marketing Strategy For A Coconut Trading Company?

Products, Publicity

I am helping out a family friend’s Coconut Trading Company (let’s just call it CTC for now) that is based in Asia. They import fresh premium coconuts by land directly from Thailand and started out as the only distributor in the local market. They have been in the business for more than a decade now and with no competition over the first few years, they were able to establish good relationships with the restaurants owners, beverage stands and hotels within their country.

About 5 years ago, an employee with the knowledge gathered from working at CTC decided to put up a business in the same trade, New Coconut Trading or NCT. The new player thought that by offering low grade coconut at a lower price will be enough to get into the market. But when they tried to tap into CTC’s client, NCT found out that offering a lower price is not enough. So NCT took a different approach by offering other fruit drinks that CTC doesn’t have and was able to tap into CTC’s client, which the loyal customers supported as long as its not coconut related. So with this, CTC learned to adapt to its competitor and the new changes that came with it but at the same time was able to maintain his client.

Everything seems okay for CTC and NCT until 2008. They are both facing a new challenge as another player made its introduction to the market recently. Rumour has it that previous employees from CTC and NCT joined forces to put up Another New Trading or ANT. And this time ANT is trying its best to tap into both CTC and NCT’s client by offering premium and low grade coconuts plus a new array of fruit drinks. Lets add to that the number of mobile vendors who are also now selling low grade quality coconuts in the streets. The demand for premium coconut is getting less as the supply of cheaper coconuts from Thailand is increasing in the local market.

What is the best Marketing Strategy for CTC to be able to survive these new threats and at the same time maintain their market share?

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Jay’s Answer: Here are a few ideas:

1) Diversify. If CTC is only selling coconuts, any new company that also offers coconuts will be a threat. Sell other products that CTC’s existing clients need.

2) Make Premium Brand Clearer. What are the benefits to the premium coconut? Taste? Vitamins? Organic? More milk? Less chance of spoil? Continue to highlight the benefits of your products to differentiate them from your competitors.

3) Make Service Clearer. Why are CTC’s customers continuing to purchase from it? Is it your refund policy? Your quality? Low spoilage? If you don’t know, ask your clients what are the top 1 or 2 reasons.

4) Merge (Co-market) with NCT. Use both of your names & customer lists to establish a stronger single brand or ease of ordering.

What Is A Good Name For A Bakery-Style Bath And Body Business?

eMarketing, Names + Taglines, Starting Out

It will be an online bath and body (hope to open a store later). Handmade, natural soap, scrubs, creams, bath bombs, etc. High end. Theme is bakery style healthy confections for the body. Any ideas?

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Jay’s Answer: Since you’re looking for an online business, I scoped out some available domain names for you. Hopefully something will inspire:

  • CookiesNCremes.com
  • AhABath.com
  • TimeForMyself.com
  • BatheWithLove.com
  • 1LovingHand.com
  • ALovingHandful.com
  • ScrubARub.com
  • BeautyPatisserie.com
  • BeautePatisserie.com (Beaut?© is French for beauty)

How Can I Promote My Asset Management Company?

Publicity

There’s always a question in my mind that what could be the best strategy to promote the walk-in customers/ bank customers or the stakeholder to get attracted towards what the asset management company is offering. Let’s say, if the asset management company want to increase the sales of unit of their product so what could be the tools or techniques that we can use to make a successful campaign/BTL activity.

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Jay’s Answer: I’ll assume you already have a great high-quality offering.

There are 4 basic temperaments for people, so your offer needs to appeal to each: Methodical (transparency of offer), Spontaneous (something new/different), Humanistic (show how others have benefited), and Competitive (results better than everything else). The words and images must echo the temperaments so people can quickly filter and evaluate your message.

How Should We Name Our Health Insurance Business?

Names + Taglines, Starting Out

My fiance and I are both self employed HEALTH insurance agents. We are in the process of really venturing out and I am trying to come up with a great name for our business.

So many insurance companies around here are just the agents name, BORING and I am having a hard time finding different examples.

Our background: Currently most experienced with Medicare Advantage and Medicare Supplement, but now we are embarking into the individual health insurance side. We will be dealing with individuals, seniors, dental, indemnity, accident, etc, basically all health insurance besides life since we do not have our life license (but will shortly). We are licensed in Alabama, Mississippi and Florida so can service those states. The last name will be Jadick once we are married.

Any suggestions of something creative would be WONDERFUL!!

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Jay’s Answer: You have 2 basic choices: something that mentions insurance in the name or doesn’t.

Names that mention insurance make it more obvious what you do, and don’t require much extra wording to clarify:

  • So’East Insurance
  • InsurAbility
  • A Policy For Everyone
  • Jadick Insurance Co.

Names that are a bit obscure, require more description to clarify what you do:

  • Policize
  • Nest Egg Protectors
  • Safety Netters

If you’re planning on advertising in the Yellow Pages, you might consider having a name that’s earlier alphabetically, such as:

  • 123 Insurance Made Easy
  • 1 Policy Protection

How Can I Create Buzz Around a Company’s 10th Anniversary?

Publicity

I have a client that I am pitching not only a new logo but a new 10th anniversary “concept” to capitalize on their anniversary year. This business deals province wide in the promotion of business, economic and community development through various partnerships of over 200 communities. I am one of 6 invited to submit a proposal, so it has to be good. They are kicking around the tagline of “growing together” but are open to other options. What can I incorporate “10” into that would create a buzz? What would it take for other businesses, as well as provincial, municipal and industry partnerships to pay attention to this special year? Any great ideas???

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Jay’s Answer:
Simple logo: (10 interlocks with growing together)

grow1ng
   t0gether

Since I don’t know the specifics of your client, it’ll be hard to come up with something specific. But the process I’d use would be to look at the success stories that the company has had, and extrapolate them forward. Have they eliminated homelessness? Have they improved the happiness quotient of residents? Have they taught people how to save money? Focus on the key benefits – that’s what others will care about in the promotion, not that they’ve been around for 10 years.

Perhaps you can get attention by having an essay contest for communities. Have them write a 100-word essay on why your client should help them, and the client would provide a year’s free service to the community. That’ll generate PR, and get the community working together for the goal.

How Can I Launch My New eMarketing Consultancy?

Starting Out

I’m 21 years old and I live in El Salvador. In my country e-marketing strategies are just starting to emerge. Because I’m actually getting my e-marketing certification, I want to brand my self as an e-marketing consultant before some one comes ahead.

I need help in the following matters:

1. The penetration strategy (which tools can I use and what strategy can I follow)
2. The name for my e-marketing consultant firm. I have one name in mind It’s Oh-brighty, and the slogan I’ve been thinking of is: brighty minds, brighty solutions.

I would like to have some feedback about the name and the strategy… It will be very appreciated.

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Jay’s Answer: The name should appeal to your prospective clients.

  • So, the first question: WHO are they? Business size? Location? Niche/Industry?
  • Next: WHAT do you do? Websites? Email blasts? PPC campaigns? Online surveys?
  • Finally: WHO are you current competition and HOW are you different/better than they are?

These basic marketing strategy questions will help you to start to focus your business correctly.

As for your possible name “Oh-brighty” – If your name doesn’t clearly identify what you do, then your tagline will have to educate them. Your tagline doesn’t help (and echoes the ambiguous name “brighty”).

You might name yourself simply as “eMarketing Consultants” – it makes what you do more obvious. Or “Web 2.0 Marketing”.

What Are Creative Names/Taglines For A Construction Company?

Names + Taglines

We are searching for a creative name/tagline for a new construction company. This is a one man operation, no job too big or small. The new housing market at a standstill, maintenance, repair & remodel are the focus of this business. Our birthname is too common and we prefer play on words.

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Jay’s Answer: Generally, you want your business name/tagline to focus on the key benefit you offer – some words that will connect with your target audience. Given your request:

Names:

  • Build-it, Fix-it, Remodel-it
  • Hammered Homes
  • Castle Construction
  • The Home Artisan
  • The One Man Remodel Band

Taglines:

  • Everything From a Room To a Mansion
  • Nailing Your Construction The First Time
  • We Listen, Measure, Cut, and Build Your Dream
  • From Dog Houses To Castles
  • Completing Your Home Vision