Archive for November, 2006

License to Thrill- Bond’s Gizmos

November 26, 2006 at 6:42 am · Filed under Marketing & Promotion

The Bond film Casino Royale has created hi-tech environment, which greatly influenced the gadget market. The products used in Casino Royal in this new Bond film are being part of a stylish hi-technology. According to Daniel Craig himself ” The gadgets are a part of the movie, but they don’t dominate it. The cool gadgets are there to enhance as opposed to tell story”. Especially the laptop being used by Bond endorses an advanced cutting-edge technology, which enhances the security module and equipped with special camera feature, microphone and bluetooth features. With high processing power and portable size it also has robust security protocol such as fingerprint recognition technology and loaded with special security chip for additional data protection. Apart this other gadget the flat screen LCD TV, the digital camera, mobile phone (rolled into an extremely stylish with touch screen and handwriting recognition device). The gadgets used by earlier Bonds were much flamboyant and most of them were unattainable gadgets though interesting but one could not have possibly thought to afford that in those days. But the new Bonds gizmos are more realistic which influence people to use them.

Anyway the latest Bond flick Casino Royale has brought an array of interesting list of gizmos that average people can use. The gadget and electronic market might boost up their sales especially those who are dealing with such stylish hi-tech gizmos used by the Bond.

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Product Positioning- Targeting Consumers Need- Part II

November 26, 2006 at 5:10 am · Filed under Sales and Business Development

There are two ways to position your product to the targeted specific consumer segments its either through intrinsic attributes of product or through creating brand image of it, that may vary with particular style, durability and package that matching with particular targeted marketing segment. Also you may need to identify a particular market segment, which is highly sensitive with presence of similar key product attributes. For positioning your product or service in such highly sensitive market you need to create an emotional connection while communicating and highlighting exactly the benefit that you intended to communicate to particular targeted market with some uniqueness.

Positioning is extremely important to market a product until you define your product, defining product gives you an idea about its “value proposition” and the reasons why the market would want to buy it, and you cannot begin to market it.
The Demand Approach; The modern demand approach should be combined with behavior approach, not it just pushing your product to specific market. You need throughout research on buying process, influencing factors a sort of prediction, research that best shape the market through identifying the need and predicting ongoing demand.

Your prediction should be tasked with producing forecasts, It require a sort of behavior marketing approach combined with a variable pricing approach that is going to help you for targeted approach and hence you can be able to address larger customers’ needs and find the way to manage a technically market structure. It includes the customer centric approach by evaluating the needs of ultimate consumers and their life cycle —not just closed to immediate customers, as getting users to accept an on-demand service is key to any business model as its all about to create expression of willingness to buy in marketplace.

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Product Positioning- Targeting Consumers Need- Part I

November 26, 2006 at 5:00 am · Filed under Sales and Business Development

Today, however, products are designed and marketed with a strong emphasis on the unique attributes and benefits that the physical product represent, there are many factors involve in product creation but primary attention is placed on consumer’s needs and wants keeping in the mind your consumers and creating strong visual identity both online and offline. You need to come up with some unique features and search for a scope that how best you communicate this uniqueness to your customers.

For example IBM sells more than technologically advanced software and PC products, its also sells communication plus scalability and reliability. Johnson & Johnson is not selling baby products, its also sells the comfort, tenderness and care. In air travel, budget airlines are marketing transportation at lowest cost per-air mile while other competitors like Lufthansa are selling air passage plus convenience and personal comfort at a higher price. If your product or service provides a solution to a specific problem specific to consumer’s wants and needs, you can position yourself as the solution and can be a market leader.

Another rationale for this to make a product more unique and less of a substitute for competing products, you should know What are the significant features and benefits of the product with respect to your target consumers expectations. For example if you are going to target fast food retail channel with breakfast cereal you can add attributes as “more fiber and less sugar” that insure your consumers for prevention of disease as well good source of healthy nutrition diet.

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Get acquainted with your niche market

November 26, 2006 at 4:41 am · Filed under Marketing & Promotion

A niche market has identifiable target population and demographics with similar interests and needs with many fold of sub niche. As niche market is a group of potential customers who share common characteristics and so that have large potentials, you can find it is easy to penetrate. You can establish relationships and referrals in smaller communities and focus your prospects broadly by analyzing your best potential customers. I find every niche has some unfulfilled “wants and needs”, hence your site should have the content written aiming and closely targeted to those “wants and needs” by giving a solution that fulfill the gap possibly what few competitors have missed it out or might have left a scope for you.

You need to identify these prospects and  fill the gap with specific solution that perfectly designed to fulfill the unfulfilled wants and need of your targeted niche market.  Becoming well acquainted with your niche market is a must that is the reason you need intense market research and analysis before you enter to your targeted niche market.

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Offline Advertisement Method

November 26, 2006 at 4:28 am · Filed under Marketing & Promotion

Depending on your demographic set-up and class, culture, lifestyle you may consider an offline promotion for your web site. The following are few tested traditional advertisement method, which you may consider for targeting specific market especially when you are going to consider local market segment as your target.

1. Newspaper

Broad coverage of market especially suitable if you want to highly localized news of community activities, it establishes direct communication and cheapest way to reach a mass audience, and the timing is fast. However newspaper advertising has a limited life-a new edition each day.

Best for business that targeted to its local dealers.

2. Yellow Pages service businesses (e.g. hotel/restaurant, plumber, pesticide, carpet cleaning services, local club, forum, lawn services, etc.) benefit most from this form of advertising, easily traceable, a consumer know the type of service they want.

3. Consumer magazines

It’s allow you to wage a very effective image advertising campaign. The quality of magazine printing offers a nice venue for conveying a specific group of readers and thus it help in custom framing. One big plus is that the readers tend to peruse magazines carefully, hanging on to each issue for a long time. For advertisers, magazines are a great source for cross promotion, one plus point if compared to newspaper, magazine has shelf life; people turn up again and again to read some important articles and even view the ads most often.

Better for following sites; cosmetics, fashion, sports item depending on type of magazine.

4. Cable advertising; Developing rapidly much potential highly localized, it originates new programming, makes television more affordable than it has been in the past and also offers a wide range of programming. It’s a great choice for image building. Many local cable stations will create your ad in a reasonable cost.

5. Radio Ad; Radio ads are mobile that follows the listener from room to room goes to the beach, long drive, its very targeted to particular demography. Radio ads is much cheaper compare to television ads, it is the medium that’s everywhere and one easy to afford, it’s highly varied from hard rock to all news, regional songs, easy listening. It’s a flexible medium; you can get an ad on the air quickly and change your ad message frequently.

6. Direct mail; direct mail has the highest impact of any medium and comes in a variety of forms (postcards, flyers, letters, e-mail newsletters, handbill). Increasingly popular, your message reaches each recipient in a personalized way, a highly localized medium especially suited to pinpoint geographic marketing.

7. Posters/ Painted Bulletins; the old traditional method of ad, such ad offer the advantages of simplicity, repetitiveness, retention and selective exposure with simplicity of languages making it easy to comprehend. The advertising message is printed or lithographed on sheets which are pasted on the structure developed for the purpose or on wall or shed depending on different size and colors and locality.

8. Car Ad; Car ads through car cards generally a size of 22×21 inch interior card can be good way to run your ad on the road, it endorse the brand with the drivers, the exposure can be from 5 seconds to 15 minutes, it can achieve a high level of repetition and in-depth reading.

9. Station Posters/ Airport posters; Posters are installed at bus, railway station, A variety of shapes and sizes are available for display purpose. Recent trend is emerging painting a portion of earth by a size of 14×40 feet or so on where plane take off through runway. Better for traveling / Hotel sites.

10. Digital signage: Digital signage is one of the best interactive method for advertisement by which messages are displayed on digital signs and content can be exchanged on the spot, it greatly influence consumer behaviors,  best method to display targeted messages to specific locations at specific times.

11. Local Networking;

Trade Shows/ Seminars/ events and local networking with chamber of commerce are few other ways to effectively advertise your products or service by booking a spot for displaying your ad, you get good interaction with your local buyers and you can exchange business cards that enable you to build relationship and make a prospective list for further contact and follow up.

Trade shows are best for industrial products/ Agricultural products / Educational products/ Electrical & consumer goods etc.

To get around locally, even you may consider to take free one-hour computer class to your local educational institute that can build a good relation with the future customers-ideal for web designing, Web development like service.

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