Category Boomer Marketing

As a consumer and an average American I am saddened and outraged

By Tom Polanski, EVP, eBrand Media and eBrand Interactive

We’ve been very busy here at the agency and we haven’t had much time to put towards the blog. For that I apologize. I was thinking (when not thing about marketing) that we’re lucky to be in this industry. Granted we’re in the business of making others rich while keeping only a sliver for ourselves. However that sliver is more than many Americans have. And in the aftermath of the current financial crisis, after it rolls over us like Hurricane Ike..I’m betting it won’t take too much to have more than many Americans. 

I knew it was coming. Anybody could see, if they wanted to see, that this was the inevitable ending to living large. Certainly there are plenty of Wall Street people who saw it coming. They took their money and ran. Now it looks like most of us will have to do some soul searching and many will realize, to quote a character from “Way of the Peaceful Warrior” that, “A man is rich when his wants are few.” 

I’ve decided to reprint an article written by Bob Sullivan that perfectly articulates my outrage, as a consumer, at recent events.  Here it is:

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eBrand Interactive introduces “The Magic of Marketing Workshop” to the Pacific Northwest

The Magic of Marketing Workshop is a boot camp for business leaders and marketing
professionals. The Magic of Marketing workshop agenda covers all aspects of
marketing, providing both strategic and implementation guidance to you and your
organization, so you can put the magic of marketing to work for your company.

The Magic of Marketing Workshop will help you:

–>Develop a successful marketing plan that maximizes your marketing investment

–>Budget for your marketing effort (how much should you be spending?) and calculate
your projected return on investment (ROI)

–>Create your company’s brand strategy (position, promise, and personality) and
marketing message (25, 50, and 100+ word descriptions)

–>Build effective websites (design, search engine optimization and marketing) and
marketing materials (brochures, case studies, etc.)

–>Define a target media list, write effective press releases, and gain media
coverage for your companies and/or products

–>Execute effective marketing campaigns, using tips and techniques for email,
direct mail, advertising, and telemarketing efforts

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Gender Specific Traits Affect Web Usage, Fact or Fiction?

By Tom Polanski

I spent part of the afternoon in our library and came across an article, based on PEW studies, regarding differences in the way that gender searches. All of it is pretty obvious. It’s not rocket science. Gender traits, many of them seemingly stereotypical, carry over to the internet.

For example, women are social people who multitask and browse. A woman looks at the internet as a means to connect with others of a like mind. She is more likely to use the internet to stay in touch with family and community. Our research shows that women are more likely to belong to and participate in forum and social media sites than men. Furthermore, our testing indicates that women are more likely to shop multiple sites then men…many times simultaneously with multiple windows open. There is pleasure derived from the shopping process that is lost on men. 

In addition, the women we queried take pride in finding name brands at great prices or close facsimiles at even better prices.

Men are task oriented problem solvers. Online they have specific goals that they’re trying to meet and they want to take the shortest path possible to achieve that goal. In addition, our experiences indicate, men online, like men with the pieces of an IKEA table laid out on the floor in front of them, probably won’t read the directions. If they’re forced to, they’ll scan the directions for a highlight that will reorient their relationship to the task.  

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What Every Baby Boomer Needs to Know About Starting a Home Based Business

By Tom Polanski

With retirement looming on the horizon, many boomers often consider starting a home-based business around a special hobby or skill they have.  If this sounds like you, there are a few important considerations to keep in mind before you “make the plunge” into entrepreneurship.

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