DIVADIGEST: JUNE '05, ISSUE 18

Making The Most Of Your Advertising Dollars

Unless you are Bill Gates, and the name of your company is Microsoft, you probably have a tight advertising budget. Whether your budget is limited or not, as a successful business owner, you definitely want to get the most out of your advertising dollars. Today, there are many different media outlets for advertising your business. Some outlets are effective for some businesses, and not at all effective for other businesses. The trick is to determine which media outlet will give you the best results for your advertising dollars.

Monique Danielle, of Diva Design World, works to find the most effective advertising media outlet for her clients on a daily basis. Through her work, she has discovered some very interesting facts that relate to advertising, and she uses this information to successfully find the right advertising media for her clients. Here, Monique shares some of the information about the different major media outlets available.

1. Radio - Since so many people from so many different walks of life can have the same taste in music or talk radio, targeting a market using this type of media can be difficult. Due to the fact that a radio broadcast can be sent over a large distance, it is also difficult to target a geographic region. However, radio ads reach the second largest group of people for the money.

2. Billboards - If radio is the second best buy, billboards are the first. Billboards reach more people than any other media for the money. They lack the ability to target a specific group of people - other than geographically. However, if geographic targeting will work for your product or service, billboards should be considered. These do require expert copywriting, due to the fact that the amount of information that you can put on the billboard is limited, and needs to be read by your market at high speed.

3. Television - The two choices are cable/digital/satellite television and broadcast television. This type of media is the highest priced, but it can be highly targeted, both geographically and demographically. If you are willing to spend the money on television commercials, don't skimp when it comes to buying the air time. Purchase air time when your target market will be watching, and on stations that they will be watching.

4. Newspapers - This is another media that can be geographically targeted, but only slightly demographically targeted. You can choose to advertise in specific sections of the newspaper to better target your market, and advertising in newspapers is relatively inexpensive, compared to other forms of media. Unlike radio, television, and billboards, newspapers are dated, and therefore, are best for advertising that requires immediate action by prospects.

5. Direct Mail - Direct mail campaigns are well targeted both geographically and demographically. The trick to successful direct mail advertising is to make sure that your advertisement stands out among the others that your prospects receive. This is a highly effective form of advertising, but it is also highly expensive.

6. Yellow Pages - Yellow page advertising works great for service oriented companies, but it doesn't really pay for product oriented companies. They are geographically targeted, but not demographically targeted. The beauty of other forms of advertisement is that you can convince your prospects that they need your product or service, even though it may have never occurred to them that they needed it - even if they didn't know the product or your company existed. However, with yellow page advertising, the prospect must be looking for your specific product or service.

7. Magazines - Magazines are great for demographic targeting, but not for geographic targeting. This form of media is expensive, and the fact that most magazines are only published once a month, getting your ad in front of your prospect enough times to promote a sale can be difficult. This means that your ad must be highly effective, drawing the potential customer in quickly with one viewing.

Monique Danielle also tells us that the amount of dollars spent on advertising has no real effect on the return on your investment. In other words, it's not really how much money you spend, it is how well your ads captivate your audience that matters. For more useful information on selecting the right media for your advertisements, visit Ms. Danielle at Diva Design World.

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Marketing Tips: Tactical Launching for 2005

There isn't a marketing firm on the face of the planet that hasn't experienced the last minute announcement of the need for an immediate release. This can be a nightmare for even the most seasoned professional, and many people are overwhelmed by the challenge of launching a product with only a few days' notice. In order to avoid being placed in such a situation, there are some tactics that you can employ to prepare for this type of event, by reworking your plan for the next launch.

Map out a workable plan and put it into motion. If you're prepared in advance for the possibility of a sudden launch, then you won't have the worry of being caught short if such an announcement is suddenly made. In order to ensure that things are in position for a launch to take place at a moment's notice, you'll need to ensure that all critical figures are informed of the specifics, as well as what their role will be in marketing the product. Communication should be shared with the person who will be in charge of the launch - the Product Marketing Manager, for instance. Since this will be the proverbial �leader of the pack,� they'll need to be sure that necessary communication gets to the appropriate people on a regular basis. That means that they, too, need to be kept informed.

Once the key players are in position and the Product Marketing Manager has been brought up to par, a formal plan needs to be designed which includes the plan, its timeline and a checklist, so that tight control can be kept on the various stages of the launch.

The plan itself should include the total package - materials, programs, Public Relations tactics, sales and marketing tools, and any other event which will contribute to the eventual launch of the product. It's important to keep your budgeting needs in sharp perspective, and to remember that there will be expenses that will become part of the overall plan on an internal and external basis. Both, then, should be reflected in your budget.

Goals, of course, are critical elements in your overall plan. In addition to the long-term goal of launching the product, you should develop short-term goals, making sure to follow through so that each one is met within a realistic, yet time-sensitive timeframe. This means that you'll have to put a tracking plan in place, in order to ensure that everything is going according to schedule.

Naturally, the timeframe for the launch will vary from product to product, but you'll need to formulate a guideline for implementation. Unless there's a specific timeframe that's introduced in the beginning of the process, most products will typically require a launch plan that's initiated at least three to six months before the intended launch. Key players, then, will need to be in place well before that time, so that everything can be mapped out before the team's initial meeting.
Assemble a team that's committed to seeing the plan to its fruition. In order to make any plan work, the right people have to be willing to commit their time and effort in order to make it happen. All of the elements of the launch - including the timeline and the various events which are intrinsic to the plan - must be played out as designed. It's best to include corporate management in the mix, as well, in order to provide additional support to the leader of the launch team.

Not only is it important for the members of the team to be committed at the beginning of the process, but it's critical that they remain firm in their resolve to see it through to a successful result. For some companies, this means providing certain types of incentives, such as a specific reward program that's put into place, recreational gatherings throughout the process, or weekly support meetings that are designed to keep everyone in the proverbial loop, while bolstering their confidence and re-examining their objectives to make sure that nothing has fallen out of sync.
Integrate your teams. It stands to reason that a variety of people are going to have to make up the overall structure of your launch plan. In addition to the marketing team, then, you're going to need to bring the sales team into the loop. Each of these should possess a copy of the basic launch plan, timeline, short-term and long-term goals and what's to be expected from each of the teams, in order to make the launch a success. While the marketing aspect is being addressed by the members of the team in that department, the sales force will need to focus their time and attention on targeting the appropriate customer base.
Remain focused on your target audience. Don't become so focused on the task at hand, from a launch perspective, that you lose sight of the fact that the product is being aimed at a specific consumer base, and should motivate customers to purchase the product. Since competition is stiff to market products of virtually every genre, consumers need to be given motivation to buy your particular product. Avoid the temptation to design a marketing plan that will target only one area of communication. Various types of communications are necessary to enforce the motivation to buy the product. Some should make the reason for the product a goal, while another should focus on how well the product will work to achieve that end, for instance. The best approach is to provide the proper motivation for the target audience in order to capture their attention and develop the desire to purchase the product. You must, therefore, identify exactly who the target audience is, so that your launch campaign has the desired effect. Economics will play into it quite heavily, so be sure to remain realistic in your approach and know where the consumer base is in the economic arena.
Utilize the Employee Advantage. One of the best ways to generate interest in a product is by using the word-of-mouth approach. Employees are a great source for producing this type of effect, since they see the situation from both sides. First, as employees of the company that's marketing the product, and then as potential customers who may actually purchase it - or know others who have the potential to do the same. By providing product information to your employees using a positive approach, you'll be able to generate a certain level of excitement among them, and this can be the fuel that feeds the fire of consumer interest outside of the company.
Analyze your success. Since you already know that you'll be marketing other products in the future, and that they'll - quite obviously - need to utilize the same type of launch program that you're establishing for this particular product, you'll need to keep track of your progress along the way. Make notes as you go, highlighting obstacles, successes, timeframes that were met vs. those that were not, and any other critical information that will help to achieve future success. Be sure to keep detailed documentation, so that anyone who may need to access it won't be left guessing about any of the specifics.
Don't make the mistake of viewing your launch as a one-day event. Your launch won't simply consist of the day that the product is made available to the public - or even the first time that advertising hits the proverbial airwaves. The launch consists of the entire process, regardless of the number of steps that are involved, and whether or not the marketing campaign is launched in a single phrase or multiple phases.

Planning and executing the perfect launch can be quite complex and demand constant attention from one or all of the team members. As a result, some firms achieve greater success than others, since some are more professional, seasoned, creative, charismatic and committed. Though there are countless marketing and advertising agencies to be found today, DivaDesignWorld has been found to be the frontrunner in the launching of successful ad campaigns. With a staff of highly educated, experienced, motivated and committed personnel, this Portland, Oregon based firm has realized great success in the marketing world, offering the additional benefit of realistic spending guidelines for its numerous clients. Dollar for dollar, they've proven themselves to be superior to their competitors and have developed an impressive reputation and client base.

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How Do You Measure Up on the Scale of Professionalism?

Professionalism is more than just a noun. It's a set of qualities that defines who we are and how we do business. In recent years, certain business practices have been called into question as the result of the unethical behavior of a particular faction within the business community and, as a result, consumers are a bit more gun-shy about who they give their patronage to today. After the experience of being bilked out of their lifelong savings, it's no small wonder that there's a stronger need for clients to be assured of the integrity and reliability that your company will have to embody in order to survive.

Such behavior in the corporate world has succeeded in diminishing the overall economy and reducing the number of jobs in our country. More projects are being completed overseas than before and, for those who are unwilling or unable to make the transition, the only options that are available are the use of vacation time or - in more extreme cases - eventual layoffs. If you've ever doubted the impact that one individual - or group - can have on an entire society, look to this as your example.

In light of all of this, you need to embrace the stature of a true professional more than ever before. That, of course, means that you'll need to be clear about what, in fact, defines this type of individual. If your perception consists of someone who simply gets paid for providing a product or performing a service, you're off the mark. Not everyone who does such things is doing them legally.

One of the first qualities of a true professional is that of trustworthiness - and the way to be seen as trustworthy is to act as such. The sense of trust begins from the moment of introduction. If you're in the habit of trying to win customers by giving them something extra that they're not really entitled to, but present it as a type of secret between the two of you, then this speaks volumes to them about your basic character. As a result, you're never going to win their trust, and you've just sabotaged your own business. The relationship that's established between business owners and their customers needs to be nurtured in much the same way as that of a personal relationship. Over time - and with the proper behavior - trust will begin to grow, and repeat business can be expected as a natural by-product of those circumstances.

Like it or not, your personal background will come into play here, too. Potential customers who recognize you as a community leader with a positive reputation will be more inclined to give you their patronage than they would without that consideration. Another motivating factor for encouraging clients to develop a business relationship with you is your involvement in solid, reputable - even charitable - activities. People are far more inclined to seek out a business whose owner is seen as an icon within the community.

The willingness to be obliging is another key factor in the show of professionalism. Helpfulness appeals to everyone, whether it's in a business arena or otherwise. This also calls for effective negotiation skills, since most folks appreciate being treated with individual care. Most of us, at one time or another, have received a standard computer-generated letter from an entity with which we've done business. There's nothing quite so off-putting as knowing that some faceless employee sent out the same letter to thousands of people, regardless of their status or circumstances under which they did business. This approach will only lead to a reduced client base and a loss of sales. The willingness to recognize customers on a personalized basis and offer whatever help that they may need is the way to solidify a relationship that's based on loyalty and trust.

The level of which you care for your customers will be perceived by those with whom you do business. Caring about the client's needs, as well as an overall disposition that's nurturing, is the sign of a true - and smart - professional. One way that this can be imparted is through the willingness to work with a client who has special budgetary needs. It's worth the effort to go the extra mile by working out some sort of arrangement that will allow them to afford whatever products or services that they have the need to purchase. This will be appreciated - and remembered - by the client, and will most likely result in a lot of positive feedback and word-of-mouth referrals.

If you're successful in blending the three main elements of professionalism - trustworthiness, helpfulness and a caring attitude - then you can rest assured that your business will thrive as a result of your own professional success.

It should be noted that, while there are some unsavory establishments in this modern world, there are also a number of those which embody the true spirit of professionalism. One of the best examples of this would be DivaDesignWorld - captained by Monique Danielle - of Portland, Oregon. This innovative, successful and refreshingly professional firm is among the leaders in the field of marketing and advertising. With their clients ever in mind, Monique and her staff have consistently gone above and beyond the customers' expectations to create a reputable name for themselves and a business approach that clients can depend upon.

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Building Your Team Person by Person

Have you ever noticed how finicky teams are? You put together teams for different projects and one is friendly and effective, churning out ideas like there's no tomorrow and managing to get in a few laughs before wrapping up the meeting fifteen minutes early. Meeting with second team - built from the same company - is a bit like herding cats.

If you have any sort of leadership position, you need to know how to build a good team. Although there are never guarantees where individual people are concerned, experts agree that there are some basic management secrets that can increase the odds that your next team will be terrific rather than terrible. These secrets can basically be grouped into the four Rs: Research, Regard, Response, and Results. At DivaDesignWorld, we know these techniques work because we have assembled a team of dedicated designers, developers and writers. This team is qualified, dedicated, and produces results, making the DivaDesignWorld team effective.

The first R, research, is crucial before your assemble your team. You need to research each person individually to determine whether they are qualified for the project or work you want to accomplish. You may also want to research whether that person has worked on teams in the past. If they have, it might be useful to get a sense of how they functioned as a team. You also need to research how various people have interacted in the past. If two of your potential team members have worked on a project together - with disastrous results - you may want to think twice before putting them to work together again, unless something has dramatically changed.

Next, you need to check the regard each person has for the work and for other members of the team. To figure this out, you will need to approach each member of your potential team and figure out what their personal level of interest is in the project you want to see completed. Each person you choose for the team should have a personal interest in the project and a good regard for others on the team. If they don't, productivity will likely be low and conflict high.

Next, you need to check the responses of each potential team member to your project. When you talk to someone about the team, you have to be prepared to step back and really listen. Stay alert for body language, too. If you approach and employee and talk about building a team to talk about the latest budget and that person starts shuffling their feet and saying 'Gee, I'd love to, but is the meeting really at 9 in the morning?' that person's response tells you their response to the team is not great. If that person says 'Will John be in charge of the project? Really?' they may be sending you the signal that they are not willing to work well under John's supervision. Checking the response of each person ensures that all your team members will be interested and enthusiastic enough to participate.

Finally, check results. When you have assembled your team, you need to make sure that each member is pulling their weight. Not everyone will produce great results all the time, but ideally each person should be doing a fair share of the work.

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