Tag Archives: media

Improve the way you market to women

marketing to womenWhether you market to businesses or consumers, improving the way you market to women will have a dramatic impact on your bottom line.

Consumer goods

Women influence nearly 80% of all consumer goods purchases. According to Entrepreneur Online:

Saving time, offering convenience and providing good service are paramount considerations for most female shoppers. Because three-quarters of women ages 25 to 54 work full or part time while remaining largely responsible for their households, they appreciate businesses that help them save time when shopping and products or services that make life more convenient. Savvy retailers adjust their store hours and locations to meet the needs of their customers.

 Automotive

The trend doesn’t stop with consumer goods.  Women have a huge impact on the automotive industry.  From AOL Online:

Women have become increasingly influential when it comes to the automotive world, in everything from car design to advertising campaigns to what happens when you show up at the dealership. So what do women really want when buying a new car? And how are automakers responding to this turning tide?

According to Marketing to Women author Marti Barletta, women seek more advice from an auto authority (57%) before buying a new car; they spend more time in the purchasing process than men (17 weeks versus 15) and women shop at an average of three dealerships for best price and treatment.

Real Estate

Bernice Ross from Inman News says that single women are today’s prime real estate niche:

Women are rapidly becoming the silent majority in the real estate marketplace. While everyone pays attention to the needs of the “typical family,” very few people are addressing the specific needs of single female real estate buyers and sellers.

Which of the following groups buys more condominiums: married couples, single men or single women?

The answer is single women. Not only are single women buying more condominiums, NAR reports that 22 percent of all home purchases are made by single women as opposed to only 9 percent for single males. In other words, single Gen X and Gen Y women are buying more than twice as much real estate as compared to Gen X and Gen Y men.

The bottom line…women wield the influence.  Smart marketers know this, and are developing ways to make their marketing women centric.

30-

Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency in Elk River, Minnesota. He plans and implements marketing programs for small to medium-sized businesses. Mitchell is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.

Advertisements

Drunken Irish…and other memorable quotes from Jesse

jesse ventura quotes

When I think of Irish (today being St. Patty’s Day), I think of Jesse Ventura. Why? Well, one of my favorite quotes from the lovable former Minnesota Governor occured in 1999 when Jesse appeared on the David Letterman show:

“Whoever designed the streets (in St. Paul) must have been drunk. I think it was those Irish guys, you know what they like to do.” – Jesse Ventura on Late Night with David Letterman

Today’s blog is dedicated to this fellow baldie’s other memorable quotes.

I’ve compiled a list of my other favorites. Whether he was sticking his foot in his mouth, or just telling it like he thought it was, I have to admire Jesse, because you ALWAYS knew where he stood on an issue:

Jesse Ventura Quotes

“Organized religion is a sham and a crutch for weak-minded people who need strength in numbers. It tells people to go out and stick their noses in other people’s business.” – Jesse Ventura, in a November 1999 issue of Playboy Magazine

Jesse Ventura - Ain't got time to bleed

“I decided to run for governor because I got mad… I want to make government more directly accountable to the people.” – Jesse Ventura

jesse ventura wrestler“I asked Dalai Lama the most important question that I think you could ask – if he had ever seen Caddyshack.” – Jesse Ventura

“Wrestling is ballet with violence.” – Jesse Ventura

I also believe that government has no business telling us how we should live our lives. I think our lifestyle choices should be left up to us. What we do in our private lives is none of the government’s business. That position rules out the Republican Party for me.” – Jesse Ventura

Jesse Ventura - boa

“If I could be reincarnated as a fabric, I would come back as a 38 double-D bra.” – Jesse Ventura

“Congratulations, you have a sense of humor. And to those who didn’t: Go stick your head in the mud.” – Jesse Ventura

Jesse Ventura Wiki Facts:

Jesse Ventura (born July 15, 1951), also known as “The Body”, “The Star”, and “The Governing Body”, is an American politician, retired professional wrestler, Navy UDT veteran, actor, and former radio and television talk show host. He was inducted into the WWE Hall of Fame in 2004. He is also a 1-time AWA Tag Team Champion.

In the Minnesota gubernatorial election of 1998 he was elected the 38th Governor of Minnesota and served from January 4, 1999 to January 6, 2003 without seeking a second term.

In January of 2008, the Associated Press reported that a new book authored by Ventura, titled Don’t Start the Revolution Without Me is scheduled for release in April. In it, according to the report, Ventura suggests that he is a potential presidential candidate for 2008.

What does any of this have to do with marketing?

Great question. Jesse was different. He was the anti-politician’s Politician. As a marketer, he knew how to get attention, how to create headlines, and how to be truthful. I think we can all take a page from the Jesse Ventura book on marketing.

-30-

Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency in Elk River, Minnesota. He plans and implements marketing programs for small to medium-sized businesses. Mitchell is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.

website: http://www.258marketing.com
email: chris@258marketing.com

Minneapolis Star Tribune reaches new low with this anti-real estate story

I was absolutely floored with the Minneapolis Star Tribune yesterday

On the front page: Credit Mess Means Selling For Less was the lead story. (see above print version) It showed me that the Star Trib is really, in my opinion, anti-real estate. Why?

1) The headline is sensationally negative. I really wonder if they wrote the headline PRIOR to writing the story.

2) The graph is inaccurate. They show a 12.5% decrease in 2008. Fine. But that only the first 3 months. They make this look like a larger thing than it is. I learned how to draw more accurate, to-scale graphs in third grade. Hey, maybe they fit the graph to cover the shape of their photo?

3) How many realtors did they need to interview before the Star Tribune could get this quote from Ryan O’Neill of ReMax Advantage: “I don’t see it getting better in the immediate future.” What that in the context of a longer quote?

4) The story buried good quotes from Kevin Knudsen (Minneapolis Area Association of Realtors) and Greg Bauman (St. Paul Area Association of Realtors) on page 8 of the section. Too little, too late. The Star Trib’s ‘sky is falling’ mentality is plastered all over page 1.

I have friends, clients, and business associates in real estate, homebuilding, mortgage, and banking. I’ve talked to several of them about this story. It’s not just me…there are a lot of people upset with this story. This type of bad news, perpetuated by newspapers like the Star Tribune, is the only thing that sells subscriptions.

Maybe they’re grudging because Edina Realty cut 70% of their Star Tribune newspaper budget about a year ago to develop their internet presence. But the anti-real estate industry bias is all too apparent here.

-30-

Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency in Elk River, Minnesota. He plans and implements marketing programs for small to medium-sized businesses. Mitchell is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.

website: http://www.258marketing.com
email: chris@258marketing.com

Four things your Billboard Reps didn’t tell you

bad billboards

Just a few things that I’m sure the outdoor billboard rep “forgot” to mention…

1. The average person isn’t exposed to your billboard the same way you are. Many outdoor sales reps sell their facings (the term for a single billboard) by driving very slowly by the locations of various boards they own. The rep points out the location so the prospect (you) sees the board for as long a time as possible. Then once the client rents the board, they may go out of their way to drive by it. The average person isn’t paying as much attention to the client’s board as the client is.

2. Which billboards do you remember seeing on the way to work? Make a list of the boards along that route and notice the ones you’ve never seen. People who frequently look at billboards are:

  • Those that sell outdoor advertising
  • Those that advertise on them
  • Other advertising sales people
  • Everybody else

3. Winter is a risky time to be advertising on billboards. Where are your eyes when the roads are slippery or the windshield is dirty?

4. The average time someone looks at a billboard is about three seconds. The billboard companies tell advertisers to keep their messages short — seven words or less. How much selling can you do in three seconds or seven words?

PS.   Know what the best two words are for a billboard?   Next Exit.

-30-

Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency in Elk River, Minnesota. He plans and implements marketing programs for small to medium-sized businesses. Mitchell is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.

website: http://www.258marketing.com
email: chris@258marketing.com

One direct mail tip you must know

The use of a postscript (P.S.) is mandatory in every direct marketing letter.

Whether you’re doing postcards, or a direct marketing newsletter, I consider this one of the most important features on the marketing piece. It’s often overlooked or forgotten…and that’s a mistake.

After the headline and first sentence, the P.S. commands the highest readership. Use that important space to repeat a key benefit, or add a twist or another idea to something you’ve already said. Also repeat your call to action here, in slightly different words.

PS. Did you know: Writing “P.S.” was wildly popular in the 1770s and was in several of the letters Paul Revere delivered on his famous rides. Start using it in your marketing today.

PPS.  Use of a P.S. for your online marketing, websites, and emails is also effective and highly encouraged.

-30-

Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency in Elk River, Minnesota. He plans and implements marketing programs for small to medium-sized businesses. Mitchell is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.

website: http://www.258marketing.com
email: chris@258marketing.com

Are you trustworthy? Ride this marketing trend in 2008

liar liar

Trust is one of the key marketing trends of 2008

There is a prevailing smell of distrust these days. People distrust the government. And we’re in a political election year. People distrust big institutions. The price of gas is up. The mortgage industry is in an upheaval. Wall Street has beaten up investors of Citigroup, E-Trade, and Countrywide. Unemployment…sports legends on steroids…I could go on and on.

Consumers are looking for someone to trust

If you could pick one theme for 2008 to brand yourself or your company with, it’s trust. Faith Popcorn’s BrainReserve says this:

“Our mindset is characterized by the Current DissedTrust; People continue to reject the “establishment” (government, commerce, religion, etc.) because they expect it to lie, cheat and abuse employees, communities and the environment. There will be rich rewards for any institution that can reach the bar of trust.”

What can your business do to earn people’s trust? FIVE things I suggest:

1) Use testimonials. Have a supply of testimonial letters ready, or include customer quotes in all of your marketing materials.

2) Join a professional association. It shows that you are accepted for measuring up to the standards of your profession. If you are already a member of a professional association, make sure your customers know, and that you participate in continuing education.

3) Meet your customers more often. As we continue to evolve into an email-driven society, it’s easy to lose touch. Frequently meeting customers face-to-face, and offering good service is one of the quickest ways to gain trust.

4) Add your address to your website. Do you ever go to a business website and can’t find their street address? How do you feel? What are they hiding? Are they going to rip me off? Doesn’t it make you suspicious? I know it does for me. Don’t do this to your customers.

5) Increase your opportunity for referral marketing. Join a BNI chapter, or another local business networking group. Referral marketing plays a big part of building trust.

-30-

Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency in Elk River, Minnesota. He plans and implements marketing programs for small to medium-sized businesses. Mitchell is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.

website: http://www.258marketing.com
email: chris@258marketing.com

Do Not Mail List: How would it affect your marketing?

I think it’s not a matter of IF…it’s a matter of when

In 2007, a number of states had introduced do-not-mail bills. These states included Connecticut, Hawaii, Michigan, Missouri, New Jersey, New York, Rhode Island, Texas, Vermont and Washington. Several other bills – in New York, Virginia, New Jersey and Washington – offered some sort of related proposed legislation, such as the creation of a no-mail registry for certain senior citizens and people suffering from mental illness, plus a ban on credit-card solicitations to people under the age of 21.

On one side…the Direct Marketing Association and the United States Post Office. On the other side, many of the green organizations to save the trees.

To this point, none of the bills have gained traction. And the direct mail community is keeping a very close watch on do-not-mail bills that have been introduced to state legislatures this year. Lobbyists will fight this one long and hard. But I see the future of direct mail in the same vein as smoking legislation. First one state, then another, and another. Then momentum swings as polls indicate…and politicians are swayed. Mark my words…a do-not-mail bill is coming to your state someday.

From a marketing standpoint

As a business owner, how would the loss of direct mail affect your marketing? Well, you’d have more money to market other ways. You’d need permission to market to people. My suggestion for 2008: Work on implementing permission marketing strategies long before they are legislated to you.

Wikipedia defines permission marketing: Permission marketing is a term used in e-marketing. Marketers will ask permission before they send advertisements to prospective customers. It is used by some Internet marketers, email marketers, and telephone marketers. It requires that people first “opt-in”, rather than allowing people to “opt-out” only after the advertisements have been sent.

Want to know more? If you haven’t read it yet, check out one of my favorite marketing books from Seth Godin: Permission Marketing: Turning Friends into Strangers. It’s exceptional marketing material.

-30-

Chris Mitchell is the President and Founder of 25-8 Marketing, Inc, a full service advertising agency that plans and implements marketing programs for small to medium-sized businesses. He is a consultant, speaker and author and has worked with hundreds of companies. He has over 20 years of real-world advertising experience, and understands the marketing challenges of the small business owner.

website: http://www.258marketing.com
email: chris@258marketing.com