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At the end of every quarter, when it's time to stand in front of senior management, it is important to capture the sales, where ever they may exist. Together we can discover the marketing mix that puts numbers on the board for you and increases your revenue.
When Google first announced in May that it was moving its free product listing service over to a paid model (Google Shopping) as of October 1, I immediately felt sorry for small businesses. Up until this change, almost any search online for handcrafted, homemade or vintage products would lead a user to Etsy and their small business community. All of whom again, up until this change, had been enjoying free listings of their products on a fairly level playing field. Now, with this change, most small business owners will get left behind in the competition for paid advertising space, and will ultimately lose ground against known retailers with deep pockets.
Google used to avoid traditional advertising tactics and focus solely on digital. Makes sense, I mean they do hold the key to the digital marketing kingdom, right?
In fact, not that long ago, Google Chief Executive Eric Schmidt was quoted saying on many occasions that his company's “dominant market share was earned by their quality of searches, not by advertising”. But something happened to change all that. During the 2010 SuperBowl, Google showcased their new commercial “Parisian Love” – one in a series of videos (not initially meant for television) called “Search Stories”.
We’ve all used the term “TMI” (Too Much Information) when someone volunteers more about themselves or their situation than we ever really wanted to know. Most often, TMI refers to the QUALITY of information they are providing instead of the QUANTITY.
During our vacation on the Cape this summer, my wife recieved an exciting call on her cell phone from a leading nationwide bookstore asking if she would do a book signing for the children's book she wrote earlier this year. The book is a story of a little girl, "Sela" who had to leave her friends behind when her family moved into a new town. The book took my wife almost three years to write and illustrate. Needless to say, we were very excited that her children's book could get into the hands of kids who, like Sela may be experiencing the challenge of having to make friends in a new town.
The old adage of “teach a man to fish and you’ll feed him for a lifetime” is one of my favorite analogies, especially when applied to marketing. I love teaching clients how to better understand not only their audiences, but the channels that are available to reach them. This allows us to bring the discussion beyond driving simple sales volume, to optimizing higher level metrics like sales lead quality and time to conversion. That is after all where this agency’s sweet spot truly lies. Our clients, working by themselves, tend to be pretty smart marketers and know how to “fish.” We just help them to exchange their home-cooked filet for an entrée worthy of a five-star restaurant.