Creating a Successful Marketing Strategy

“Satisfying needs and wants through an exchange process”- Philip Kotler on the phenomenon of marketing.

Here are some essential pointers to keep in mind when creating a successful marketing strategy for any business, regardless of its size, shape or composition.

Define the product / service Make explicitly clear what it is that you are offering, and on what terms that product or service is offered.

Know your target market Learn as much as you can about who you are targeting with your product or service and what their likes and dislikes are.

Know your competition Learn from your competition. Have a look at what they are doing and where they are most active and get some pointers. Most importantly, work out what they are doing and do it better!

Identify a niche The most successful products fulfil a need that nothing else does. Find your niche group and target it effectively.

Generate product awareness Just because your product or service has been born into the marketplace doesn’t give it a right to be known about. Find as many avenues as you can to market your business and do it with aplomb.

Engender credibility Never underestimate the power of word of mouth and make sure that your customers have nothing but the best to say about you, starting from day one. Reputations stick- make sure yours is pretty.

Keep consistent Ensure that everything about your business is consistent, from the messaging to the product you are offering, through to the service you are offering people.

Know when to step back Especially if the business is yours and let marketing professionals do what they do best! You may have conceived, carried and born this business all on your own but there comes a time when you have to let go and listen to good professional advice!

And...

"An idea that is not dangerous is unworthy of being called an idea at all."
— Oscar Wilde

Take Comfort In The Knowledge That...

"The public have an insatiable curiosity to know everything, except what is worth knowing."- Oscar Wilde

Creating Corporate Newsletters

Every company wants to send formal communication to its clients- to profile new services on offer, and to maintain some level of relationship going forward. While one of the objectives of the newsletter is to promote sales, its ability to direct users to your website, where other services and products are on offer, should not be underestimated.

Here are some key considerations when creating a newsletter:

Do your homework and preparationYour corporate database is one of your most valuable assets, and is only as valuable as your products and services are relevant to its contacts. Your database has got to be fine-tuned according to the contacts’ relationships with your company and has got to be updated regularly in order to be of the greatest use.

Learn to Speak the LingoFind out what your target audience is, what they like, and how and when they like it.

Size Does CountKeep the newsletter file size small. Large files take time to download and are unnecessary.

Choose A Format; Select A Back-UpHow are you going to send your newsletter out? Before you decide this, you should know:
Jpegs: may look better to the eye, but do not necessarily download, depending on the spam settings of the recipient. If they don’t, the recipient will just see a blank space.
PDFs: can only be sent out as attachments, giving your recipient an extra step to view the content. How sure are you of your relationship with your client- would they take the time?
Html: distributes a small file size but can be erratic in display, depending on the browser and settings of the recipient.
What you should be looking to do is cover as many bases as possible, and offer the option of something displaying in the body of the email, and either an attached file or a link to a web-page, should something go wrong with the emailed version.


Love at First SightDon’t send out ugly-looking stuff, simple. People are attracted to what looks good to the eye. If you aren’t completely sure about your own discretion, go for clean, simple and minimal, and ask yourself what you’d think of it in five years’ time- will it have dated?

Strike A BalanceBetween images and content. While much of your appeal lies in the manipulative qualities of good online copywriting, pictures truly do say a thousand words. Invest in decent, quality images that really do represent your business and who it appeals to, and use them to create visual associations with your company image.

All Roads Lead To…While your newsletter may be an important communication tool and branding device, it should be considered a channel to get web traffic to your site, so remember to link to your website as accurately as possible.

Where have all the good words gone?

I used to have conversations with people, read texts, and frequently encountered words I couldn’t define, couldn’t explain, couldn’t place in the correct context. It was intriguing, because it was the beginning of a fervent discovery: looking it up, writing it down, trying to use it and not forget it. Not forget it. Interesting. Does dis-use make it any less real? If a thing is not used for a use, it is useless, is it not? In literary terms, I believe the word is obsolete.

Am I surrounded by stupid people?
Are my social movements any less academic than they used to be? Possibly. Have my chosen media of engagement changed? Perhaps. My departure from the academic realm, however, was based on a desire to enter the ‘professional’ world.

How do we define ‘professional’?
It’s concerning, frankly. Synonyms and definitions bespeak competence, qualification, skill. Perhaps somewhat more concerning is the connection with habit, with routine, with continuing a cycle that is, not as professional as it purports to be.

Speaking of cycles
If we are to believe that words shape meaning (and in Victoria’s Empire, we do), and we lose all the good words, and the depth of meaning, description and emotion they evoke and, by extension, the shaping of our own realities within that meaning, because they fall out of use and because we have transferred them out of reality, and into a virtual space, where are we in a few decades’ time?

Modern Talking: Illiteracy in the Age of Information (a fairy tale for adults)

“The purpose of a fishtrap is to catch fish, and when the fish are caught, the trap is forgotten. The purpose of a rabbit snare is to catch rabbits. When the rabbits are caught, the snare is forgotten. The purpose of words is to convey ideas. When the ideas are grasped, the words are forgotten. Where can I find a man who has forgotten words? He is the one I would like to talk to.” Chuang-Tsu

In the beginning was the word and, once upon a time, in all human-populated areas of the world people adhered to a system of grammar and punctuation, so that the meaning of the word could be preserved.

There were good words and bad words, formal words and colloquial words, polite words and swear words. There were people who couldn’t spell, and there were people who couldn’t punctuate, but there were also people who upheld a system of consistency and, by extension, the integrity and overall intellect of the people who read the words because words shaped thoughts, and thoughts shaped actions; and words, the meaning that they inferred and expressed, contributed to an abstract called culture.

Then one day, along came something virtual. Unfortunately a large portion of how this virtual thing operated was based on words, and the codes of letters and words. Because this virtual thing was so limitless, so infinite and so huge, humans, already ‘dumbed down’ by a large degree, felt obliged to fill this void with meaningless words, misspelt words, badly connected words. And they did it on a scale referred to as the ‘global village’ so that these ‘wrong’ words could be read by global village idiots everywhere.

The global idiocy spread by something ‘viral’; it spread its sticky web through single countries, and then across continents; its ease and sociability making sure that everyone picked up on it.
It happened at a time when people already struggled to communicate- they got divorced, got retrenched, overspent, overindulged. And then, they stopped talking to one another directly altogether. And what of culture? If a culture of self is anything to go by, a self-reflexive, self-centred kind of culture, then that’s what happened. And they all lived alone, unhappily ever after.

What the world needs now

...is not love, sweet love. It is not war, power, religion or politics, or some ‘higher’ form of institutionalised belief or guidance. It is rather, a return to basics- by which I infer, those fundamentals which we have long forgotten.

Natural energy

A creature of comfort, and a resident of the western world, I realise that the forces of the natural world are pushed further out of mind than they ought to be. At the risk of sounding Romantic (which is no reference to Valentine, but rather the philosophical school of thought which dominated the latter part of the eighteenth century), I have to agree that the beauty of the dawn, trite and clichéd as it may be, shows us that the earth will continue to revolve and the sun will rise regardless of the day-to-day problems we encounter. As the first rays of morning light strike the dewdrops the natural world is awakened- not by the irritation of an alarm clock, not by the jar of a caffeine buzz, but by the inherent rhythmic cycles of the earth, and the command of a universe greater than humanity. Are we the lost creatures, the only beings who don’t succumb to the morning call of mother earth?

Molecular resonance

Somewhat of a recluse and what you might even go so far as to call a social outcast, I have often pondered references to ‘connections’ with other people. The notion of our connectedness to one another, as brothers and sisters of the earth, and the apparently inter-dependent nature (or unnature) of humanity (or inhumanity) has always baffled me and, being the independent person I like to consider myself, been something I have always wanted to deny. What cannot be denied, when people congregate (yes, the religious connotation is intentional) and celebrate good musical rhythm, is the molecular resonance that we vibrate on and respond to. Our primal desire to dance and express ourselves as human animals in response to evocative sounds and rhythms may be repressed, may be denied and very far out of reach, but certainly has not been lost. And, only when the ego has been relegated and relinquished, the intrinsic forces that define us living creatures can emerge.

It is infrequent that Victoria makes concessions. It is not infrequent that Victoria preaches what she does not practice and, she is fully aware that the gist of this piece purports the loss of ego and promotes some semblance of selflessness, despite the fact that it has been written entirely in the first person. Enigma? Contradiction? Perhaps. But perhaps also a step ahead of religious dogma or political indoctrination.