How Can I Create An Online Real-Estate Class?

eMarketing

I would like a Quick Start on setting up an on-line course. Primarily dealing with Getting started (the right way) in real estate, Creating equity and Property management.

A Book has already been published and we conduct classes that are well received in our city. Many people across the country have asked for on-line courses.

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Jay’s Answer: You have 3 basic directions: webinars (web-based), teleseminars (telephone based), and DVDs (prerecorded). Each has their pros and cons.

Webinars allow you to have visuals (although you could supply separate PDF files with teleseminars), but sometimes suffer with slow internet connections. For best audio, many webinars actually have a phone # you call to get the audio. The downside is also you need to sit in front of the computer. Many webinars can be recorded and played back at a later date.

Teleseminars allow people to dial in from wherever they are, and are the most flexible for live calls. The downside is that there’s no visual tie-in.

DVDs (and other prerecorded) allows you to do the most editing for a professional result, but there’s no “live” component.

If you decide to do a webinar/teleseminar, make sure you have someone who’s handling all the technical details for you. Are your bridge lines working? Are new call-ins muted? Are recording levels good (if you’re recording)? Are some users have technical problems? You also want a person (it could be the same one), to sequence questions for you (like a radio call-in show producer).

There are many different levels of products for these offerings. Make sure you’ve talked with people who’ve produced many courses to at least learn the pros/cons of each commercial choice.

What Is A Good Way To Get New Advertising Clients?

Starting Out

Whats a good way to get new clients for a startup advertising agency? I work full time. I have a good job. But I’d like to start this on my own- from scratch. Can someone please advice? I’d like to offer my service other than my local hometown. Do I call, email? Newsletters? Postcard? Help!

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Jay’s Answer: You start by creating a strategic business plan. You need to identify who your ideal clients are. What problem of theirs will you solve? Who is your competition and why are you better than they are? Why should your prospects trust you?

Once you have a plan, then you start by using your advertising talents to attract your target market to you. Show how wonderful you are. Donate your services to local non-profits to build a portfolio and/or contacts.

What Is A Good Name For A Kids’ Sewing Class?

Names + Taglines

Need help coming up with a name for sewing classes to kids (ages 8-15)… in addition, a tag line that goes with the name would be great… am trying to steer away from using the word sew…

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Jay’s Answer: (Even though you’re trying to steer away from the work sew, realize that’s what you’re selling – sewing classes. Getting the word sew or sewing in the name will make it easier for people to remember what it is you do)

  • Sew Little
  • Sew Cute
  • Sewing Fun

Taglines:

  • Small Hands, Big Results
  • A Lifetime of Sewing Begins In Childhood
  • Wear Your Own Creations

How Can I Become Recommended By Analysts?

Publicity

If you are not going to engage in a whole PR program but simply want to be on Analysts radar, part of their research and on the “recommended” lists when potential customers go looking, what are your best do’s and don’ts that you can suggest. What is the best plan to get in their in the most cost effective manner?

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Jay’s Answer: You want to become an authority. Here are some suggestions:

  • Make sure you have a website with lots of detailed white papers.
  • Get your website search optimized.
  • Write a book (or two) – even if you self-publish it.
  • Get testimonials for book & your work from well-known names in your community.
  • Blog.
  • Volunteer – you never know who’ll you meet.
  • Network – online, in-person.
  • Introduce yourself to the analysts. First, review their work. Compliment or begin a conversation about something you read. Give them juicy tips/leads.
  • Press Releases – if you have something notable to say.

How Can I Improve Our Gift Card Business?

Products

I work with gift cards. We are trying to prove the “incrementality” of our business. There is, of course, an ability to measure sales uplift–that being the amount spent above the funds on the card which equates to about 35% more than the baseline value. I maintain there are greater incremental sales gained from gift cards but don’t know how to measure. This would be the revenues we wouldn’t have otherwise gained from having the program. I think it is a fairly high incidence. Any ideas on how to measure or compute? Many thanks for your ideas.

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Jay’s Answer: You can also track: time from purchase to redemption (one of the hidden benefits to gift cards is not all the people who receive them ever use them), number of visits required to use up a card, cards with outstanding balances (people may not bother keeping cards with under $5 on them, for example), and interest (potentially) earned from having people prepay for cards.

What Is A Good Name For A Philippine Travel Agency?

Names + Taglines

I am a student conducting a feasibility study on travel agencies our last requirement for graduation. A travel agency that will focus on inter-island tour packages here on Philippines. I want to ask for any possible name for a travel agency and the reason for picking the name.

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Jay’s Answer: There are two major ways people create business names: artificially or specifically. Artificial names don’t mean anything until the business does ongoing marketing to educate you (think: Pepsi, Nike, Google, etc.). Specific names are based on the industry, the owners, and/or the benefit of the business.

So, the travel agency could be named:

  • Flotilla (artificial)
  • Edalyn’s Travel Agency (owner name)
  • Concierge Philippine Travel Agency (industry)
  • Philippine Island Tours (benefits)

How Should A Hotel Rebrand Itself?

Publicity

I am currently doing my masters in International Marketing and have been reading a large bit of material on rebranding and relaunching an existent product or service.. I was particularly looking at the hospitality industry – hotel for instance. If a hotel (say for instance a budget hotel ) were to rebrand to create some sort of differentiation for instance if a premier travel inn were to change to premier inn in the hope to differentiate from travel inns while still retain its promise of ‘premier’ service ..how would it go about relaunching itself to the value conscious customers. What kind of marketing tools could be used at this stage. From what I have read – the first step is to have an internal exercise of sorts to ensure that staff and employees comprehend and reflect the new brand promise that the hotel/organization has to offer. Now for external communication- what would you consider to be a categorical and more over logical step by step campaign and how much would one spend on each exercise given say a budget of x and pertaining to the hospitality industry?

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Jay’s Answer: Contrast this problem with a new hotel that’s launching. What steps would they use to attract guests?

The rebranding has the benefit/burden of an existing name, but the same needs. A press release describing the new hotel’s focus is a great first step – it’ll get the word out to travel media.

If the target market is value-conscious consumers, then price is #1. Have a low-price guarantee (not ideal long-term, though). Alternatively, offer a package price that’s cheaper than the a la carte options: room + meals, room + tours, room + spa, room + car, etc.

What you ultimately want is a great published review (both by independent reviewers and guests). Create a (moderated) blog for the hotel – allow guest comments to comment on what they loved and didn’t. The goal is to create a fanatic fan base, which is ultimately what will get people to visit.

How Should I Deal With Negative Blogs?

eMarketing

With the increasing number of Blogs out there, how do people deal with the negative and inaccurate information that is being presented? What strategies and tactics have proven effective?

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Jay’s Answer: Don’t attempt to argue online.

Do publicly offer to have the head of the appropriate department (or president) respond to the problem if the poster would kindly contact you.

The key is that people following the issue from the sidelines will see that the issue will be handled at a high-level, and restore any loss of faith in the sincerity of the company.

How Should I Let People We Are Moving Our Tile Business?

Publicity

TileStyle is a high end tile store with a very affluent customer base. We are moving premises and want to communicate this all of our customers through marketing literature, flyers etc. I was thinking of developing some sort of a sophisticated character preferably a man, I also need some sort of tagline. My thoughts were on a piped piper type character leading everyone or a James Bond character with a License to Tile!

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Jay’s Answer: Why not a tile setter laying down a path of tiles from your old location to your new one?

How Can I Pinpoint and Win New Customers?

eMarketing

I am trying to grow my website maintenance business (www.enrichmint.com). I have been able to add several customers in about a year but I would like to increase that substantially in the next year. Based on my price point and my current clients, there is a very niche business that can afford the monthly fee and benefit greatly from the service.

It is the small to small/medium size business that cannot afford a full time web developer in house but knows that they need to keep their website fresh. All of my clients come from word of mouth or from search engines.

I really believe (maybe naively!) that there is specific group of business owners who would sign up in a minute if they only knew a service like this was available.

How do I find and get the word out to those businesses?

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Jay’s Answer: There are many ways, such as: 1) Focus on who your competition is focusing on and 2) Identify companies that have budgets but whose website hasn’t changed in a while.

However, you have a number of problems. Most micro-businesses (1-15) employees can’t afford your $400/month fee. They could hire someone to update their site for them for much less. Small businesses don’t either have the time to generate useful content or the need to update their information monthly.

Also, fresh isn’t as important as generating new customers. That’s what your clients ultimately care about. Help them to both attract more traffic and get more conversions, and you’ve got something that will attract potential clients in droves.