What are hydrogen cars?

Jan 13 2024 Published by admin under Uncategorized

Lower operating costs.
Better efficiency.
No harmful emissions when in use.

The disadvantages of using a hydrogen car includes:

The vehicle range is limited and it will be difficult to find hydrogen cars for sale in Wellington.
It takes longer to fill the tank than an electric battery.
Hydrogen cars are more expensive than regular gas-powered vehicles.

People don’t like that there aren’t many places where you can get fuel for them yet either. They do not have as many charging stations around so they will need batteries in order to charge while driving or else they won’t be able to go very far before needing a recharge which could take up some time if they’re on their way somewhere important. In addition to this, there still needs to be further research done into how safe these types of vehicles really are, because at the moment people aren’t quite sure what could go wrong with this technology and whether it could have any long-term effects on the environment or not. There may also not be mechanics who are experienced in handling such car repairs in Wellington.

Until more research has been done into these new types of vehicles, they will continue to be quite expensive and many people won’t want to invest in them yet, because it could end up being a waste of money if something goes wrong with their vehicle along the way. For now, hydrogen cars are better suited for commercial use rather than personal use as there aren’t really any benefits that make using one over an ordinary gas-powered car or electric vehicle, apart from how clean they may seem compared to some other options out there right now.

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Where does the word liqueur originate from?

Jan 13 2024 Published by admin under Uncategorized

Liqueurs are sweet alcoholic beverage flavored with fruit, cream, chocolate etc. Many tropical fruit liqueurs such as passionfruit or raspberry liqueur, contain real fruit extracts, making them a delicious and sweet beverage. Liqueurs are typically sweeter than other spirits such as cognac because they contain more added sugars; some also have whipped cream or creme de cacao which acts to make them taste even smoother by adding fat and sweetness without any extra alcohol.

Liqueurs have always been a very popular beverage because it is easily enjoyed by many people. Essential oils are used in making liqueurs because they contain the aroma and flavor along with countless benefits. Liqueurs have been used in many countries over history, and were originally used in medicine so they had to be taken with care, however in recent times it is used mainly as an after-dinner drink or as an ingredient to flavor desserts.

Popular types of liqueurs include:

Creme de Menthe
Creme de Cacao
Passion Fruit Liqueur
Baileys Irish Cream

Liqueurs can be made from a variety of different ingredients and flavored with anything. These days there are countless types of liqueurs available for purchase at local stores or online, however, making them yourself is very beneficial because you have full control over what goes into your liqueur including and flavor. It is of course a tedious and painstaking process, and needs to be left for a few months before it is ready to drink, but it does make a very unique beverage to entertain family and friends with if you can go through the process.

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The history of costume jewellery

Jan 13 2024 Published by admin under Uncategorized

The history of costume jewellery is a long and colourful one. It can be traced back to ancient civilisations such as the Egyptians, Greeks and Romans, although it wasn’t always called ‘costume jewellery’ then. Costume jewellery has been around for thousands of years. Jewellery such as earrings in Sri Lanka, remain a favourite accessory for both men and women.

Costume jewellery has been around for centuries, from the Egyptians to the Romans

Costume jewellery can be traced back to the ancient Egyptians and Greeks, as well as the Romans. Ancient Egyptians used jewellery to depict the wealth and status of a person. They also believed jewellery could ward off evil spirits, which was especially important for people travelling, like merchants who traded goods between regions.

Greeks used jewellery as part of their daily lives to show social standing and hierarchy within society. Their costumes included extravagant accessories such as earrings, as well as necklaces and bracelets. In fact, the Greeks believed that jewellery had magical powers. Jewellery was also a symbol of fertility for them, so if you wanted to get pregnant, wearing jewellery would help with this process. The goal? To attract love into your life!

As well as using costume jewellery in their daily lives, ancient Romans used it within theatrical plays too (such as during Roman gladiator fights). This is where we see some similarities between modern day costumes and the past; today’s Halloween costumes are inspired by characters from movies or TV shows which were popular years ago.

Although they weren’t used much in Europe at all until about 500-600AD (when Christianity started spreading across countries), Arabs definitely used costume jewellery in order to gain power and to gain a sense of belonging. For instance, the women who were supposed to be having affairs with their King would wear jewellery which belonged specifically to him.

One way people have always used costume jewellery is as part of wedding ceremonies throughout history. The earliest form was during Roman weddings when brides wore headpieces decorated with pearls or flowers along with bracelets on their wrists made from metal chains (these are thought to have originally been designed so that men could easily grab onto them if they wanted). During this time period though, these pieces weren’t necessarily considered ‘jewellery’ but instead just materials placed upon the bride before she walked down the aisle towards her future husband.

The term ‘costume’ is used because it is an accessory that is worn as a part of daily life rather than something special

So, why are these pieces of jewellery termed “costume”? Well in this case, it is because the term was initially used to describe all accessories that were worn during everyday life rather than something special. It wasn’t until later on when these pieces of jewellery would be considered to be ‘jewellery’.

In ancient times, costume jewellery was made out of materials such as shells and bone

In reality we could trace back costume jewellery to the times of the cavemen, who wore necklaces and other ornaments on their bodies made from shells and bone, and we can see that the ancient Egyptians also used jewellery, with some pieces being made out of gold and silver as well as stones such as amethyst and turquoise. In fact, it is believed that some jewellery was even buried alongside their owners to be worn in the afterlife.

It wasn’t until after World War II however when costume jewellery really took off due to its low-cost prices and more importantly, because they could make use of all those materials which would have been previously thrown away, for example broken glass bottles were ground down and turned into beads. This has continued right up until today where we now tend to recycle things like plastic bottle tops or lolly sticks etc; there is no limit on what you can use to make beautiful pieces of jewellery from.

This is a particularly exciting time for the world of jewellery design as we have so many wonderful new materials being used, everything from wood to coloured stone, silver and gold. It has become an integral part of fashion whether it be high street or haute couture designers using costume jewellery to finish off their outfits. In fact, you only need look at all those red-carpet events where celebrities are always adorned with glittering pieces from ears, necklines and wrists etc, these days they aren’t just called jewels but rather ‘jewellery’ because there isn’t any one particular material that defines them anymore.

Costume jewellery is more popular today than ever before, with people using it to add a touch of individuality and style, and also because you can easily buy jewellery online in Sri Lanka and elsewhere, at very low prices.

The price of costume jewellery will depend on what you are looking for. It can either be expensive, or cheap, depending on the material it is made from and what brand name has been put to it. These days you can even find small-time young entrepreneurs making beautiful costume jewellery pieces as a means of earning a steady income for themselves.

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Internet Marketing Basics

Jun 24 2023 Published by admin under Uncategorized

Almost all of the articles on Internet marketing lacks coverage on all the basics and all the avenues of Internet marketing because there is just too much information to cover in a few words. Here I am going for an attempt which will be an overview, not an in depth affair.

Here I would cover four basic marketing subjects:

Market Research
Search Engines
E-zine Advertising
Email Marketing
Market Research This is the most basic part of any marketing campaign. This involves how much you are going to invest in the campaigns and where you are going to invest. Investing the right money at right place is the key. If you don’t know your target market and how to reach them; if you don’t know the value of the message you’re attempting to convey; if you don’t know the answer to all the pertinent questions…your advertising and the whole project will fail.

The most basic step in researching your market is to first have a “target.” There should be a clear picture in your mind about the target audience and you should treat them as your potential customers. This means you know who you’re aiming for (their likes, dislikes, general age group, income, business type, etc.) and have a general idea how to “hit” them. Sample target markets would include:

This includes the segregation based on

Age group
Per capita income
Spending capacity
Geographical location
Business class
Once you know who your target is – the more information the better – you’re ready to get into the nitty-gritty of market research. There are five basic ideas in market research: “Primary,” “Secondary,” “Combined” (all types of research) and “Qualitative” and “Quantitative” (ways of gathering the information). A quick definition of each:

Primary research is research conducted by the primary user of the information. Secondary research is gathered elsewhere and used by you (purchased, leased, etc.). Most small businesses conduct both of these types of market research – customer surveys for primary information and by researching free or paying fees for secondary information. This is called “Combined” research.

Qualitative research is usually exploratory and has a direction or goal. It generally aims at specific issues in the subject matter and gives you a better idea in which direction you should proceed. This type of research is “loose” and is geared more towards finding a market or narrowing your market than it is towards getting specific information on that market and where your product fits within it.

Quantitative is much more rigid than qualitative marketing. This research gets much more accurate statistical results and information and is best used when your target market is already narrowed and you wish to find ways to reach or explore that market as well as find specific information on your product as it relates to that market.

Generally businesses conduct qualitative research during the exploratory research and development phase of their product to see if it is viable on the market and what they need in order to reach their market more fully with the product (colors, shapes, uses, etc.). Once the item is ready to hit the streets, qualitative research is used to fine-tune the market niche and begin offering the product for sale.

Conducting your own market research is time-consuming, but is very well worth it if you have a need for information or if you are spending any considerable amount of money on your marketing for specific products or services.

Search Engine Marketing

This has, for a long time now, been a “hot phrase” in online marketing circles. I’m not sure why, since while it is generally an important part of a presence online, it is not the end-all-be-all of marketing on the Internet. Search engines have become one of the most expensive forms of advertising on the Web, but have also become one of the most effective. Great search engine marketing (read: placement, strategy, etc.) is done by professionals and takes a lot of time to do correctly. There are two types of search engines to market towards: search engines/directories and pay-per-click (PPC) engines.

Search directories (Yahoo! ) and engines (Google) require a lot of patience to market effectively. Even if you are paying for your listing, it can take weeks to appear on their site. Further, your positioning on their site can change regularly as their indexes change or they change the rules of “ranking” on searches. On top of all of that you have paid advertisements and paid listings (see PPC below) that can usurp your position or push you further down in the results.

Pay-per-click (PPC) engines are much easier to use, but also more expensive. A campaign on Overture, for example, can total hundreds of dollars in a single day. These engines, however, can usually get you a higher listing on a regular search engine (such as Yahoo!) much faster and with steadier results. Google AdWords is one more example in this category. This approach should be taken when the site is a new site, there is no brand name associated with the website. this gives instant traffic to any website and which in turn increases popularity of the site among the affiliates who are in constant search for the god affiliate program websites.

Whichever course you take (I would recommend both if you’re serious about search engine marketing), be prepared to spend a lot of time and a goodly amount of money in your endeavor. A listing at Yahoo!, for example, is $300/year and the average per-click cost on Overture is about $0.75.

E-Zine Advertising

In my experience, this is by far the most effective form of advertising at very low cost online. That said, be leery of offers to “get your ad in 50 email newsletters for only $25.” I doubt you’ll see one response for your $25 since most of the “readers” of these e-zines are probably other people who paid for advertising as well.

If you have researched your market well then you know the general wants and desires of your targets. Using that information, you can find the online newsletters (email or web-based) that these people would be interested in. Chances are that publication takes advertising. There are three basic types of advertising to a newsletter list: solo ads, top-line ads, and classified ads.

Solo ads are sent to the entire (or a part of, depending on the options given) newsletter list – these ads contain ONLY your advertisement or perhaps your ad plus an article to get the reader interested in looking. These are the most effective type of advertising through most newsletters, but are also the most expensive. Expect to pay $20 or more per 1,000 impressions in a good publication.

Top-line ads are just that: ads that appear at the very top of a newsletter or at the top of an article in the newsletter. These are also highly effective and are fairly cost-efficient at about half the price of a solo advert.

Classified ads are the most useless of the three options given. They’re usually very cheap, but almost always appear at the bottom of the newsletter and are generally bypassed by the readers who rarely read that far into the publication. These are cheap, though ($5/issue is not uncommon) and can be effective when combined with one of the other two options to spread your advertising over several issues.

Email Marketing

Marketing online using email is a touchy affair and can easily lead to many problems. Despite this, it is by far the most effective form of advertising online – bar none. An email advertisement to a targeted and strong list of people can generate responses of close to 1/3 (1 response for every 3 targets). That’s phenomenal in ANY form of advertising.

There are three types of email marketing: SPAM/UCE, opt-in, and newsletter marketing.

SPAM/UCE (Unsolicited Commercial Email) is something that everyone, whether savvy online or not, has heard of. The word SPAM has risen from “questionable meat in a can” to “plague of the Internet” in the past three or four years. Despite its bad name – and any personal feelings I may have about it – SPAM is a very effective form of email advertising. If it weren’t, it wouldn’t exist. Doing it correctly, however, is expensive and requires much thought – using it even just once can affect your business for better or worse for the duration of your time online.

Opt-In email advertising is extremely effective and carries very little of the weight of SPAM marketing. The idea is pretty basic: you create a list of email addresses and send marketing messages to them occasionally. The hard part is getting those names to start with. Usually other forms of advertising get your website going and this type propels it forward.

Newsletter marketing is similar to opt-in marketing, but includes useful information such as articles or insights. In fact, you’re probably reading this article through a newsletter that is being used to market a business of some type or another. Newsletters can be time-consuming, but are well worth the effort. Some newsletter publishers supplement their income by running advertisements in their publications (see “newsletter marketing” above).

Of these three types of marketing, I have had the most success with newsletter marketing followed closely by opt-in advertising. That said, be VERY wary of “email lists” for purchase or hire that claim to be “opt-in.” Generally, these are NOT what they appear to be and you will receive several complaints of SPAMming if you use them. Building a list of names and emails for opt-in or newsletter publication is difficult, but very much worth the trouble for the payoffs in the long run. I have run my own newsletter for over a year now and receive more comments, input, and business through that than I do any other venue excepting word-of-mouth. If done right, a proper newsletter or opt-in list can greatly increase your success online. If you feel you don’t have the time or skill to publish your own newsletter, there are those who will do it for you (including myself!).

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Questioning the Data of Demographic Off The Shelf Marketing Products

Jun 24 2023 Published by admin under Uncategorized

I have been working on a direct mail campaign for our team in many areas and we are finding that the yellow page listings and business list CDROMS contain so many closed companies that we are spending too much on the mailings which are opened a little less because of the anthrax scare. Even customized lists are of little value. No one is keeping these lists fresh and deleting the ole data. Book of Lists are outdated as soon as they come out, CDROMS rip people off by disallowing lots of search downloads, yellow pages forget it. Phone numbers are wrong, addresses are wrong as a matter of fact most business parks are 30% unoccupied, downtowns about 15% and industrial areas about 28% nationwide, so with all these jobs and companies gone, there is no one keeping track of the data. Yet we are told the recession is over? Whatever. Are we judging by the stock market? Because it is not real either.

The NASDAQ de-listed any company that might bring the market down over the last year and a half, except right after 9-11. It is a gambling casino anyway and the market always leads the real economy by 6 months. So if the market is just now going back up from its 9-11 average then we still have 6 months to get back to where we were then, which was terrible, remember all the lay offs before 9-11, starting back this time last year? Companies sell us lists all the time, the lists are wrong and rather than change the lists and update, they sell us old data and say we do not have the staff to fix the data more than once a year. Yet it needs to be changed every three months to even be + – 15% real. Yet if your Direct mail nets you only 1% we are really hurting. Direct Mail also termed junk mail is what pays for over 75% of the US Mail budget.

So if we lose the direct mail marketing technique we also raise our postal rates by that same percentage. Less mail means even higher prices. Big problems, since this is a major us infrastructure we need to keep civilization strong in America. If we replace the mail with e-mail then we will get tons of junk e-mail. Then important e-mails will be buried in 300 e-mails a day. Why doesn’t the FTC look into the list makers and their advertising, they are way off when they tell you that their data bases are updated and are (+) (-) 2%. Small businesses are being hurt and that hurts America, since 2/3 rds of Americans are employed by small business and not by government.

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Direct Marketing Strategies for Holiday Email Promotions

Jun 24 2023 Published by admin under Uncategorized

Tis the season to leverage customer interest data for successful email marketing.

All of the information gathered throughout the year from customer purchases, customer feedback surveys, and other behavior offers direct marketers necessary direction for conceptualizing a successful email campaign.

Further, these customer data strengthen email promotions, ensuring the best possible message targets each individual customer. In the audio book, “Sound Advice on Email Marketing,” author Peter McCormick sites the example of a sporting goods retailer that uses customer knowledge to devise a series of successful promotions. Offers for discounts on golf clubs, golf vacations, and pro golfer apparel specials speak to a particular set of customers’ affinity for golf.

As with any direct mail campaign, one key to optimizing customer response is compelling each customer to open the email. Here, McCormick says attention to the email subject line is crucial, and suggests one winning strategy is to incorporate the call-to-action – what you want your customer to do – into the subject line. McCormick says, “Don’t let your message get lost on the customer. The key to making the message obvious to the customer begins with a dynamic call to action in the email subject line that is carried throughout the body of the email.”

For the golf fanatic, combining knowledge of recent purchases with a call to action might result in a subject line, ‘John, pack your new clubs for these golf vacation discounts’. Within the email promotion, the body content would reinforce taking specific action on these discounts – from clicking to learn more about the featured golf resorts to reserving accommodations and tee times.

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What Are Really The Best Strategies or Ideas for Internet Marketing?

Jun 24 2023 Published by admin under Uncategorized

There are many ways for you to do effective Internet Marketing campaigns. The first thing you need to do is build a targeted database of customers. Then you can make offers to these people over and over again.

You can do Joint Ventures with other people who may be more advanced with their Internet marketing and send out a campaign to their list. This is not spamming if the JV partner is the one doing the email and endorsing you with a link. Placing advertisements on other peoples or company’s websites, and in the search engines like Google and Yahoo, is also an effective may to conduct Internet marketing campaigns.

How about combining traditional and Internet marketing strategies to get offline people to your website with a great introductory offer? There are many online marketing companies you can go to and either purchase information products from or get direct consultations.

What would it mean to your company knowing you only paid for online advertising that worked? Unlike traditional marketing, online advertising is completely performance based and if your ad doesn’t work then you pay nothing.

If properly done Pay-Per-Click (PPC), online advertising provides one of the easiest returns on investment possibilities for your advertising dollar. By individually tracking the effectiveness of each keyword, as well as the effectiveness of creative copy writing, you’ll quickly be able to turn PPC online advertising into a viable, Internet based marketing campaign.

Search engine marketing is without a doubt the most important form of online advertising available today. Being highly visible to a prospect for a specific search query is the strongest way to draw in qualified visitors. It’s the very reason why search advertising is the fastest-growing form of advertising today.
There are many ways for you to do effective on line Marketing campaigns. The first thing you need to do is build a targeted database of customers. Then you can make offers to these people over and over again.

You can do Joint Ventures with other people who may be more advanced with their on line marketing and send out a campaign to their list. This is not spamming if the JV partner is the one doing the email and endorsing you with a link.

Placing advertisements on other peoples or company’s websites, and in the search engines like Google and Yahoo, is also an effective may to conduct on line marketing campaigns.

Search engine marketing is a new and exciting dimension for every business owner. Most businesses were usually stuck at one location and had to wait for walk past traffic to gain business. Now with the Internet you can market to the whole world using Pay-Per-Click Search engine Marketing.

There are many search engines that you can advertise with but it requires a fair bit of time and effort to manage effectively. Finding a search engine marketing company to help you could be a worthwhile investment as they do this every day and know all the tips and secrets.

But shop around as there are a number of options available and choosing the right search engine marketing company for your business can make a big difference to your results.

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Make More Money With Marketing Metrics

Jun 24 2023 Published by admin under Uncategorized

Do you know how effective each of your individual marketing tactics is? Many small business owners market in a vacuum. They spend money on brochures, advertisements and web sites with no real way to tie specific results to specific endeavors.

If you are unable to associate leads and sales with the specific marketing efforts that generate them you have no way of knowing what is working as an effective marketing mechanism and what is not.

The money you invest in marketing your company is precious. In order for you to maximize your marketing dollars you need to know the results individual marketing efforts generate. When you know the results of your marketing tactics you can make intelligent decisions about how to better allocate your marketing budget.

For instance, if you concurrently run a direct mail campaign, a search engine advertising campaign and weekly ads in industry periodicals without some method to discern results you will not know which effort generates the lions share of any new business.

If you don’t know that your direct mail campaign yielded 90% of your revenue with a 2% response rate, you are powerless to make the wise decision to reinvest in the direct mail campaign and make changes to or drop entirely the other campaigns. What’s more, if you can figure out how to double the response rate of your mail campaign, you can nearly double the revenue your marketing campaign without spending money on search engine marketing and periodical advertisements.

Measuring your marketing results will help you save money by allowing you to eliminate unproductive marketing tactics and at the same time, will help you make more money by allowing you to reinvest in productive marketing tactics.

Do you have a method for measuring the effect of your marketing?

Here are four tips for gathering the information you need to make wise marketing investment decisions.

Use a Database

Start by designing a database to keep track of individual marketing efforts and the leads and sales they generate. Make sure you include fields to track the dates of your campaigns, campaign descriptions, the number of leads generated and sales made. Once you have a central storage location for this information you will be able to make queries to glean the information you need to make wise marketing decisions.

Ask Questions

When you or your staff speaks with a prospect on the phone make sure you ask how they heard of your business; was it a referral or an ad in the local newspaper? It’s such simple way to gather valuable information many small business owners overlook it.

Be sure to ask your prospects how they heard of your business.

Make It Easy for Your Prospect to Help You

Make it easy for your prospects to properly identify the marketing piece to which they respond. If you have multiple phone lines into your office you can easily accomplish this by assigning a unique phone number to individual marketing efforts. This way, you or a staff member can ask what number your prospect dialed or, if you have the right phone system you can look at the phone to see which line the call is on.

Data Entry Should Be Easy Too

Once you or a staff member have garnered the information you seek from your prospect, make it as easy as possible to have this information to be entered into your database system. If you employ a staff, make certain everyone is up to speed on your latest systems. Training is a must.

Move Your Marketing Forward

The idea is to gather as much information as you can about which marketing mechanisms generate the best (and worst) response, who is responding and why they chose to respond.

Once you have this information you will be better able to think like a future client, cater your marketing material to their needs and generate more leads and sales.

What are some other steps you can take to measure the effect of your marketing efforts?

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Profitable Marketing Programs (Part 1)

Jun 24 2023 Published by admin under Uncategorized

Deciding whether a particular marketing program is profitable to your business is often more subjective than the accountants would have you believe. You should not only consider the direct revenue and costs associated with a marketing program, but you should also think about the long term impact on your business.

The full benefits gained from a marketing program are not directly and immediately measurable. Many benefits happen over time. Advertising; brand building and awareness; Web site improvements; and other types of programs may be profitable in the long run but costly in the short term. Often, the best approach for these programs is to first set aside a budget, then spend your budget on the program(s) with the most potential for long term success.

Investments in improvements — such as a redesign of your Web site — may seem unprofitable at first, but are nonetheless the right thing to do. Many of these programs are beneficial because they keep you from losing business to your competitors over time. For these types of projects, the correct question to ask is “What happens if I do this versus if I do not?” Know how much your business must grow over time to make the improvement worthwhile and compare this to your potential business growth. If the cost is not reasonable compared to the potential, then look for other solutions.

Another reason the benefits of a marketing program may not be directly measurable is because new customers gained as a result of the program may, over time, buy from you more than once (i.e. have a lifetime value that is greater than the profit from a single purchase). Also, happy customers tend to refer additional customers by spreading the word about your goods and services. Both of these factors indirectly increase a marketing program’s overall profit.

Making Assumptions

Predicting profitability can be a series of “best guesses” based on assumptions. In fact, you could probably manipulate your assumptions to make a program as profitable (or unprofitable) as you wish. A more successful approach, however, is to try to legitimately forecast profit. Be as reasonable as you can with assumptions, and then decrease your expected revenue by 20% – 25%. Often, results (either costs or revenue) come in worse than reasonably expected for a variety of unforeseen reasons.

Figuring Break Even Point

For promotional programs, you can decide how much to spend on the program by figuring out your break even point. One way to do this – while also taking into account longer term profits – is by basing the break even analysis on the amount of profit you expect to earn from new customers gained through the promotion, both now and in the future. To figure the break even point in this way, you should know:

1) the program’s expected response rate,
2) the program’s expected conversion rate, and
3) the lifetime value of a new customer.

Here, the response rate is defined as the percentage of those exposed to your program that you expect will take you up on your call to action.

For the formulas in Part 2 of this article, express the response rate as a decimal (Examples: 1%=.01. One-half percent=.005)

Conversion rate definition is the percentage of responders you expect to become customers. For the formulas in Part 2, express the conversion rate in decimal form (Examples: 10%=.1. 1%=.01. One-half percent=.005).

The lifetime value of a new customer is the amount of dollar profit you will make from the customer over a certain time period. It is common to define lifetime as anywhere from 18 months to two years.

Response and conversion rates can vary widely, depending upon how targeted your prospects are, how well your offer is written, and how involved the purchase decision is for your product. The type of program also has an impact on your response and conversion rates. To estimate these rates for your program, you can look to your past experience and/or ask the program vendor. You can also search on general marketing and research Web sites to find rules of thumb for your type of program. In all cases, document your assumptions. You will need them later to analyze program results.

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Target Marketing – What Are You Aiming For?

Jun 24 2023 Published by admin under Uncategorized

Is Advertising Viable?

At the turn of the 20th century, department store magnate J.C. Penney acknowledged, “Fifty percent of my advertising doesn’t work.” When questioned why he continued to do it all, he replied, “Because I don’t know which half isn’t working.”

Over the course of the last century, most traditional advertisers accepted this situation as a reality that had to be put up with. The result has been that many organisations now develop marketing strategies based on the objective of “branding,” with the hope that brand recognition will attract customers.

Today it is only really viable for large organisations with huge advertising budgets to use this style of marketing, which is dependent of two factors; frequency and reach. Both these factors are directly proportional to the amount of money you spend. The more money you pour in, the greater you can extend your frequency and reach. Unfortunately for smaller businesses, the cost required to develop the level of frequency and reach to make an impact on the market are almost prohibitive.

Communicating With Our Market

Our success in marketing comes down to the quality of our communication with our customers. There are three elements of our communication that we need to address; our message, the media we use and the market we serve.

Gary Halbert, a well known direct marketing copywriter, likes to ask his students what advantage they think would help them sell the most hamburgers. He typically receives answers such as “better grade of beef,” “better sauce,” “better location,” “lower price,” and other similar suggestions. After the students finish he will say that he will allow the students to have all those advantages if they will allow him only one, and that if they allow him that advantage, he will win hands down. What is the advantage Gary Halbert wants? To have a starving crowd.

How simple yet insightful. The most significant factor in marketing success is to find a market that is starving and desperate to have your product. The first question you need to ask is; who are the people that desperately want my product and how do I find them? Then you need to ask; how do I get my message through to them?

Getting Attention

In his book, Permission Marketing, Seth Godin claims that, on average, we are subjected to around 3,000 marketing messages each day. The message we need to understand from this situation, as marketers, is that it is becoming far more difficult to get our message through to our market, because the clutter of marketing messages makes it almost impossible to attract attention. We are now so adept at screening out advertising and marketing messages that it takes something significant to get through the filters.

One lesson we can learn about what gets through is the way we tend to deal with SPAM, the irritating unsolicited email ads that somehow still seem to get through the filters we have established. When dealing with spam, most of us tend to click “delete” almost automatically when we don’t recognize the sender of the email. We do this even when the subject line sounds interesting or enticing. We have learned to turn off to interesting headlines and to be sceptical of promises that sound almost too good to be true. We have become hardened by repeated disappointment in the past. Our experience with email has taught us to be efficiently ruthless with communication that we don’t deem necessary or is not from friends or colleagues. We just delete anything we don’t care about without even reading it or without even glancing at what it is about. The messages that do get through are the ones that come from a trusted source.

This habit is an indicator to us as marketers of how to get our messages through to our market and presents a real dilemma for small and medium size businesses in developing effective marketing strategies. The key is to work more on developing a trust relationship with your customer rather than developing an approach that resembles spamming.

Aim For The Target

With the effectiveness of mass marketing methods having deteriorated over the years to the point of relative ineffectiveness that they have now reached, the most important strategy for us in marketing has become identifying and targeting our “starving crowd.” Marketing now needs to be up close and personal to be effective. It doesn’t matter how good our message is and what media we use, if we are not directing our communication to someone who is desperately hungry for our product we stand little chance of success. Even if they are starving but don’t know us, the level of skepticism is such that they still may not trust us enough to buy our product, even if it is by far the best solution to their desperate need. What we need to do is identify specifically who are the members of our starving crowd and then woo them sensitively and relentlessly to gain their trust. Once we have their trust, we must continue to woo them to establish and deepen a relationship that makes them feel like they are important to us and that we are intent on looking after their needs as fully as possible.

Can you describe your ideal customer? To effectively target your customers you need to be able to describe the ideal customer in intimate detail. What is their average age, sex, income, job type, etc? Are they single or in a committed relationship? Where do they live? How many children do they have? What type of car do they drive? What are their hobbies or sporting interests? What do they read or watch on TV? What are their favourite movies? How often do they use your product? How often do they buy it and in what quantities? If they are businesses; what industries are they in, how many employees do they have, are they stable or fast growing? These factors are known as demographics and psychographics. To more effectively communicate with your target market, you need to know the physical and geographic elements that describe your ideal customer, what makes them tick and why they like your product.

Get Personal If You Want Results

Rather than spending a lot of money in mass market advertising, in which we try to sell our product to everyone, we would be much better off by first spending some money trying to identify who are the likely people in our market to buy our products and then target those people with more intense efforts to develop a relationship, build trust and persuade them to buy. I can do a better job of delivering a higher quality message to a select, targeted group that fits the profile of my starving crowd because I can focus most of my resources on that smaller group. Mass marketing is very wasteful and inefficient. If I try to sell to everyone in the market, I will deplete my resources very quickly. We can no longer appeal to the masses; our marketing message needs to personally address the needs of our ideal customer and we need to communicate that message on a one to one basis.

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