How Door To Door Marketing Can Help Businesses Weather The Economic Storm

Marketing is the most important way that a company creates brand awareness.The process involves many different disciplines and can involve thousands of people for just one product.

Marketing has to fall in line with society but can also have an effect on it as well.Whether it's the flashing lights of New York's Times Square or less hi-tech door to door marketing, it is influenced by, and can influence, external factors.

Politics, fashion, entertainment and technology have all crossed paths with marketing at some point, often with considerable consequences.

Although marketing has had to adapt and react to changes in the world it is essentially the same process that it has always been.It is the way in which a message is communicated to a wider audience.

Whether that is a literal message as in the case of a political manifesto or whether it is an idea attached to selling a product, as in one product being better than its competitors, there are basic principles that remain true.

The process of advertising, distributing and selling a product will ultimately determine whether a business succeeds or fails.

Despite the economic downturn marketing is thriving.In many ways it is essential to a business surviving in difficult economic times and emerging from a recession equipped to move on.

With this in mind it is easy to understand why the marketing industry, from internet advertising to door to door marketing, is the fastest growing employment sector.

Marketing plays an important roll in difficult times as it send a positive message out about products and services.If it is done well it can be the difference between a company staying in business or being shut down.

The positive effect of marketing has a knock on effect that is felt in the economy and can be seen in lower unemployment figures.

Of course even marketing has to take into account an economic downturn, it wouldn't be fulfilling its purpose if it chose to ignore something so important.It does this by striking a cost effective balance in any campaign.

The marketing industry has to take on board the fact that people are reluctant to spend vast amounts of money in the hope that they will see results.People also want to be able to measure those results against any outgoings more than they would if the economy wasn't so fragile.Something that ticks all these boxes is door to door marketing.

Door to door marketing is a very cost effective way of getting a message across to a lot of people in a short space of time.It is also one of the best ways of targeting a specific campaign with the aim of getting results back quickly and measuring how successful a campaign has been.

These inherent factors mean that it is an attractive proposition for smaller businesses and well as larger companies.Restaurants, gardeners, cleaners and hairdressers are all types of business that often choose door to door marketing.

It's not just smaller businesses that can benefit from this form of marketing though.There are lots of marketing companies that can offer local and national options.

Many places are able to offer the services of dedicated distribution teams who can focus on one specific area or cover several different places in a short space of time, this is usually achieved with several teams at once.

The biggest criticism of this approach in the past has been the amount of waste created.But these campaigns are now absorbing new technology and often the aim is to get you onto an email or mobile phone list.Once you are on that there is no need to send out more physical marketing.

About the Author

Dominic Donaldson is an expert in the marketing industry.

Find out more about door to door marketing and the marketing industry.

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The Keys to Developing Successful Marketing Strategies

A successful marketing strategy is judged by how effectively it can be used. Many people know that a successful marketing strategy puts a lot of different factors into consideration and uses these factors as a collective.

There are, however, five main keys to developing successful marketing strategies. Every successful entrepreneur will tell you that these five always play a part in the development of a successful marketing strategy:

1) Strengths - A successful marketing strategy always considers the various strengths that a company has. These strengths should be present within the company and the company should be able to use it in order to achieve the desired goal. It is clear that every company has strengths which it could use to gain advantages over the competition. These strengths could range from having more resources to having more experience. The strategy must utilize the strengths to the maximum. Every effort expended should be directed towards the achievement of the goal.

2) Weaknesses - Just as every company has strengths, every company also has its weaknesses. A successful marketing strategy needs to take these weaknesses into account and help people overcome them. A successful marketing strategy should be realistic regarding its weaknesses in order to truly be effective.

Successful marketing strategies have often turned potential weaknesses into strengths. Anything is possible with the right manipulation of a company's strength. By taking account of the potential weaknesses, a company will be able to find ways of coping for those weaknesses. They could actually remedy those weaknesses and make sure that they will not be the downfall of the company.

3) Opportunities - Successful marketing strategies have always taken advantage of every available opportunity for advancement. By taking account of existing opportunities, a company will be looking at the various stepping stones that it can use in order to achieve success. Various opportunities are always available in a market.

However, these opportunities are often shrouded and need a keen eye and a good sense to take advantage of them. In taking advantage of opportunities, however, the company must not lose sight of the main goal through which it can measure success.

4) Threats - Since the market contains opportunities for the company, it should also be mentioned that it does contain threats. People should be aware of any potential even that could bring a company to its knees.

Successful marketing strategies have always included methods of riding out these threats and adapting to them in such a way that they will endure them. The most successful marketing strategies, in fact, have actually been able to turn these threats into opportunities. Take BMW for example: when it was faced with the threat of being forbidden to manufacture airplanes, it took to manufacturing cars. That's a great way of turning a threat into an opportunity.

5) Implementation - A marketing strategy needs to be implemented in order to be successful. The implementation is the final test of how successful a marketing strategy actually is. It could be clever, it could be simple, it could be cunning, and it could be obvious. The successful marketing strategy is always implemented. Without this final test, the marketing strategy is just a marketing strategy. Success is determined by the use, not by the design.

These are the five keys to a successful marketing strategy. Mark them well, for they might help you to achieve success someday.


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The Web 2.0 Nonsense

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After listening to people (mostly geeks) wax rhapsodic about the wonders of “Web 2.0? for, oh, almost two years now… I decided to go deep and see what the fuss was about.

The reality?

Nothing much to see here. Move along. We’re just tearing down the set, getting ready for the next act.

Web 3.0 and 4.0 are getting dressed and ready to take the stage.

2.0 (or “The Tooster”, as his friends call him) is pretty much history. The term was really just a glib marketing gimmick meant to separate “today’s” Web from the bad old “bubble” Web circa 1999 and 2000. The mainstream media — clueless, as always — decided the bursting of that bubble signalled the death-blow to this “Internet-nonsense fad”, and promptly found other things to be ignorant about.

(The scariest example of just how out-of-touch mainstream culture is toward the Web is the fact almost NONE of the federal government is wired in any significant way — not the FBI, not the Supreme Court, not the politicans. True to form, just as The Tooster is fading away, those in charge are finally beginning to upgrade to DSL.)

The term “Web 2.0? is useful only as shorthand when you want to refer to the notion that — yet again — technology is changing fast. (Imagine that.) The implied secondary notion is that — yet again — these changes will affect us all in profound ways. (Ooooh, don’t be scared.)

And — yet again — the reality simply doesn’t live up to the hype.

I’ve coined a phrase that, for me, helps explain why the “experts” get so preoccupied with announcing the latest revolutionary upheaval in human development through technology.

The term is “Paleo-Tech”… and it means, simply, “ancient technology”. We are (according to Professor Carlton) in the Paleo-Tech Age, which mimics the Paleolithic age, when Man (with a capital “M”) was just beginning to use technology.

Back then, it was fire and stone and metals… and for the next ten thousand years or so, we played around with better ways to cook, melt, forge and build stuff.

Today, it’s Java script, XML and the “semantic Web”… and because the development of new technologies is so super-condensed, by the time most people catch on, it’s already ancient history.

Thus, we are living in a time when all newly-developed technology is instantly on the way out. Almost, anyway.

Paleo-Tech. It’s driving Hollywood nuts, because no matter how much they try to make the technology in their scripts brand-spanking-new, they risk looking like dorks by the time the movie comes out six months later. (I recently saw a two-year old flick that might as well have been made last century, because the meant-to-be-hip cell phones used were embarrassingly out-of-style.)

But this is what I find interesting: Entrepreneurs are almost always on the cutting edge of the newest and flashiest tech. (The military drives most of the coolest advances, but they’re trying to kill people, not earn an honest living.)

And this creates an ongoing “situation” that requires the direct intervention of grizzled old veterans like me.

The situation is this: People are easily dazzled by shiny new objects. And lots of the new online technology is VERY pretty and seductive.

But here’s the mantra I want you to repeat, often: Technology doesn’t sell stuff. Salesmanship sells stuff.

I’ve seen a LOT of sci-fi quality technology in my career. I started my advertising career in Silicon Valley back when the Internet was just a twinkle in Al Gore’s eye… I had inside connections with the Stanford Artificial Intelligence labs… played the very FIRST online games ever invented… began working on a PC (sorry, Woz) back when I had to load DOS on a 5-1/4? floppy each time I booted up… wrote one of the very first online ads… and on and on.

I also worked on some of the very first modern infomercials, helped clients create prototypes that begat e-books, had one of the first ad-related podcasts posted to iTunes, participated in the earliest e-mail blasts ever done, and have tended this blog for a very, very long time (making good use of functions like RSS and tags before most marketers had even heard of them).

The Tooster and his application-drunk buddies 3.0 and 4.0 don’t scare me even a tiny bit.

I will make full use of every blip of technology I discover… and learn the stuff I need to learn, and pay other people to stoke the fires of the crap I suspect will soon blend into the woodwork.

Because every bit of tech that matters to entrepreneurs is just another way to communicate with other humans. From smoke signals to cuneiform tablets to the Guttenberg press to radio and TV and now the ever-wondrous Web… it’s still just one creature with a cerebral cortex talking to another one.

It’s fun. It’s like living out a sci-fi fantasy.

But the foundations are still the same as they were back when our ancestors were incinerating each other trying to find new uses for fire.

Humans want to get the basics of suvival settled… so they can use new technology to entertain themselves, kill each other… and buy shit.

As a business owner or entrepreneur… you want to sell shit for other people to buy. So you need to separate out the hyped tech that is mostly about entertainment (and for God’s sake, keep your hands off the evil lethal stuff).

And learn the simple secrets of using all new technology as a way to channel your salesmanship.

The technology, all by itself, will not magically generate profits for you. (In the still-current Paleo-Tech Age model, the only people who are supposed to get rich from new tech are the creators and share-holders. As Google proved with its profit-murdering “slap” at sites trying to use pay-per-click to build lists, entrepreneurs are seen as suspicious usurpers of technology, and must be thwarted whenever possible.)

I know people who are ecstatic about getting massive numbers of hits for their funny video on YouTube… who spend days figuring out how to use Slingbox to catch TV shows on their cell phones while they travel… and who prefer texting to talking.

Not that there’s anything wrong with any of that.

But a million hits for your video of Farquar falling off his skateboard won’t put a nickel into your pocket.

And why are you still wasting so much time watching TV? There’s a brave new world spinning out there, wondering when you’re gonna show up.

If you’re gonna be an effective entrepreneur, you gotta brush the stars out of your eyes and see all the technology tumbling down the chute ONLY in terms of how you can use it in conjunction with your salesmanship skills.

I’ll post more on this soon.

It’s fun, I gotta admit. I LOVE all the new tech gadgetry. The X-Box bored me, mostly (it really was just a small step up from playing Pac-Man drunk in a loud bar), but I’m excited about the Wii’s potential for truly gnarly gaming.

And all the career adventures I’d craved in my youth are now available again, thanks to technology advancing faster than The Man can censor it. (I can now have my own pirate radio station, publish and distribute my own books, and produce any type of late-night-quality TV show I like… all from my cluttered little office, digitally, online. I get shivers just considering all the possibilities.)

I’ve got some pretty valuable insights to share with you, too.

But I’m tired. I wanna surf the Web a bit, buy some more oldies on iTunes, enjoy a microbrew (another modern invention courtesy of the harnessing of fire long ago), and get a good night’s sleep on my Tempurpedic. (Space-age sleeping technology!)

Let’s pick this up later.

Stay frosty.

John Carlton, http://www.marketingrebelrant.com/

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Online Clothing Sales Outpacing Computers - small business - e-commerce - retailers

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For the first time, clothing surpassed computers in U.S. online sales, with online shoppers spending $18.3 billion on apparel, accessories, and footwear last year, Shop.org reported on Monday.

Online computer sales totaled $17.2 billion, followed by cars and auto parts at $16.7 billion, the report said.

The gains in online clothing sales were attributed to range of benefits and incentives, including free shipping, free returns and exchanges, and applications that allow customers to better view products on retail webites. Online clothing sales are projected to reach $22.1 billion this year, representing about 10 percent of all clothing sales nationwide, while total retail sales are expected to grow by 18 percent to $259.1 billion, the report said.

"Apparel retailers have overcome a number of hurdles to encourage shoppers to buy clothing and accessories online," Scott Silverman, executive director of Shop.org, said in a statement. "Retailers are doing such a great job online that in some cases it's easier to find and buy clothing on the Web than it is in a store."

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For the first time, clothing surpassed computers in U.S. online sales, with online shoppers spending $18.3 billion on apparel, accessories, and footwear last year, Shop.org reported on Monday.

Online computer sales totaled $17.2 billion, followed by cars and auto parts at $16.7 billion, the report said.

The gains in online clothing sales were attributed to range of benefits and incentives, including free shipping, free returns and exchanges, and applications that allow customers to better view products on retail webites. Online clothing sales are projected to reach $22.1 billion this year, representing about 10 percent of all clothing sales nationwide, while total retail sales are expected to grow by 18 percent to $259.1 billion, the report said.

"Apparel retailers have overcome a number of hurdles to encourage shoppers to buy clothing and accessories online," Scott Silverman, executive director of Shop.org, said in a statement. "Retailers are doing such a great job online that in some cases it's easier to find and buy clothing on the Web than it is in a store."

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