Posts Tagged small business
Smart companies with sound strategies will use this recession to grow their brand
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
As a friend of mine said recently, when someone is going down, someone else is coming up. We’re seeing that today. In 2008 we saw a number of companies go under. It seems to me that most of them found their niche, fame and fortune in the rising tide of the internet and debt driven consumerism fueled by rising home prices and easy access to credit. Those companies were myopic in that they didn’t take the time to look down the road. If they did so they would have seen that their business model would only remain viable as long as credit and real estate conditions stayed the same.
Starting in late 2004 and regularly through 2005, alarm bells were being rung by the UCLA Anderson Forecast, and other leading think tanks. The information was there. We were living an illusion of wealth. Unfortunately, that means many of the businesses we’ll see go bankrupt in 2009, probably weren’t real businesses. I read an article about a poor lady who is being forced to close her hand picked pear business. After years of taking home a six figure salary, she’s living off of credit cards now. My heart goes out to her, but on the other hand, would anybody who was based in reality think that they had a sustainable business selling pears?
Granted, I’m using an extreme example but my point is valid; her business, as is the case with many existing businesses today, was rooted in the illusion that we would always have an endless supply of luxury dollars to throw around.
Starting a business? Don’t be seduced by easy access to low hanging fruit, if there is any left. If another great opportunity to monetize appears like the Wall Street, Internet and Real Estate bubbles, know the economic reality for what it is so that you can formulate a cogent, coherent plan for the future. Use your successes as a springboard for sustainability.
Posted by Tom Polanski in Growing a Business on January 2nd, 2009
3 Simple Steps for creating a successful viral e-mail campaign to your house lists.
By Tom Polanski, Mojo Marketing Maestro, eBrand Media and eBrand Interactive
The case study that I’ve included to below got me to thinking that any advertiser could use the success principles InterContinental Hotels Group discovered to market to their house lists. They would just have to tailor the incentive to their offer. If it’s too capital and labor intensive to create a rewards program or a frequent buyer program, perhaps gift cards of varying amounts could be used to create the same virality. I hope that the case study sparks your thinking in new directions.
Viral remarketing case study, InterContinental Hotels Group:
Summary: Making your best customers really feel appreciated can solidify their loyalty. But is it worth the investment in customers who are already your brand champions?
Find out how marketers for an international hotel chain crafted a simple email that got a 100% response rate from their most active loyalty club members. Ultimately, 1,766% more people than were initially sent the email responded.
Challenge:
Cassandra Jeyaram, Social Marketing Manager, InterContinental Hotels Group, and her team wanted to thank the 150 most active members of their Priority Club rewards program while boosting stays at the same time.
They intended to boost the already strong loyalty of their club members and get more people into rooms at hotels such as the Crowne Plaza, Holiday Inn and Hotel Indigo while keeping costs at a minimum. Such a campaign required a balancing act.
What type of campaign would make their biggest fans feel rewarded and leverage their passion for the hotels without making them feel like pawns? And still provide a solid ROI?
Posted by Tom Polanski in Marketing on August 15th, 2008
Diana Nelson, CEO of Kazoo Toys, discusses business trials and triumphs with Tom Polanski
By Tom Polanski, EVP. eBrand Media and eBrand Interactive
Tom Polanski: Folks, I’m very pleased that Diana has found the time to spend a few moments with us today. Hi Diana, I hope that you’re doing well.
Diana Nelson: Thank you Tom. I am and how are you?
Tom Polanski: I’m doing great. Thanks for asking. You bought Kazoo Toys didn’t you?
Diana Nelson: Yes. I purchased Kazoo & Company is 1998 and launched Kazoo Toys in 1999, The Good Toy Group Catalog co-op in 2000 and Kazoo Global in 2008.
Tom Polanski: Why did you target Kazoo Toys for purchase?
Diana Nelson: I looked at an assortment of companies. Franchises, coffee shops, box and tape companies and nothing felt like a good fit. Nothing felt like coming home. I also looked at corporate positions within Fortune 500 companies and going back into the corporate fray. That did not feel right because I knew I needed to find a firm that allowed me time with my sons and cash flow. Nothing fit easily. One conversation led to another and I approached a business (Kazoo) that was not on the market and it was NOT for sale. Of course they stated no they were not interested and not for sale. My comment to them was: “The best things in life are not for sale. Can’t we talk?”
Posted by Tom Polanski in Interviews, Tom Polanski on July 30th, 2008
15 common sense marketing steps for small business owners to take through thick and thin
By Tom Polanski
Here are 15 excellent marketing reminders for small business owners to think about over the weekend -
1. Conduct a Competitive Analysis and Plan Your Strategy
2. Optimize Your Home Page and Landing Pages
3. Optimize Your Website Copy
4. Implement Your Website Metrics and Testing Platform(s)
5. Improve Your Order Process
6. Develop Your Email Capture
7. Optimize Your Offer Pricing
8. Set Up Your Comparison Shopping Engine Campaigns
9. Set Up Your Pay-Per-Click Campaigns
10. Optimize Your Website for Natural Search Engines
Posted by Tom Polanski in Advertising, Marketing on July 25th, 2008
Tom Polanski is pleased to introduce Stephen Antisdel, managing director of AVID Commerce
Mr. Antisdel mentioned yesterday that we’re missing an important category in eBizine…Strategy. Or more specifically strategy as it relates to the Internet as a marketplace.
In an e-mail exchange Stephen wrote, “this is the essential starting point for all of our client engagements. WorkingPerson.com, www.workingperson.com, is our case-study client that illustrates the importance and potential of great strategy and execution: Inc 500 this year; Internet Retailer Top 50; Hot 100 Best Web Sites, etc, etc.”
He’s offered to share his thoughts with us in an interview which will be published sometime in the future. In preparation for that we thought we’d take this opportunity to give you an opportunity to learn more about Mr. Antisdel.
Stephen Antisdel is the managing director of AVID Commerce, LLC, an e-commerce technology, strategy and marketing firm. He leads the company’s strategic consultancy and is a co-developer of the firm’s AVID Commerce technologies.
Posted by Tom Polanski in Strategy, Tom Polanski on July 23rd, 2008