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Beyond Niche Marketing

When you focus upon a unique target market, you improve performance while reducing costs.

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      • Beyond the Niche
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How Advertising Works

October 27, 2008 by Kathryn Hendershot 6 Comments

"Advertising is what you do when you can't go see somebody. That's all it is." Fairfax Cone (1963) "Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't." Morris Hite (1988) People who don't understand the sales process don't understand advertising.  Unfortunately, people who don't … [Read more...] about How Advertising Works

Niche Marketing and Advertising Effectiveness

September 2, 2008 by Kathryn Hendershot Leave a Comment

There are a lot of reasons why you would want to tightly target your advertising message to a specific niche market - one of the best is that doing so will increase your advertising effectiveness. Many small business owners are reluctant to narrow the focus of their marketing efforts. Seeking better results by narrowing their focus seems counterintuitive to them. They want to … [Read more...] about Niche Marketing and Advertising Effectiveness

Viral Marketing: Be Careful What You Wish For …

August 25, 2008 by Kathryn Hendershot Leave a Comment

I've written before about the perils involved in the pursuit of viral marketing. on the surface, it appears that viral marketing is a GREAT way to get "free" marketing by creating enough "buzz" to elevate a marketing campaign from "ordinary" to "viral". Fortunately, marketing doesn't carry the risks of say, oh brain surgery. When you screw up and make a marketing mistake, … [Read more...] about Viral Marketing: Be Careful What You Wish For …

Developing powerful marketing strategies

April 30, 2008 by Kathryn Hendershot 3 Comments

STEP ONE - Research, research research This is where you find out what you do not know. The more you know, the better your marketing strategy will be. Be certain you define the following: Your customers * What is their age? * What is their income? * What is their level of education? * What is their marital statues? * Do they have a religious preference? * What is their … [Read more...] about Developing powerful marketing strategies

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Advertising Advertising 2.0 advertising and marketing for small business owners advertising and the web Advertising Effectiveness Affordable Small Business Marketing Strategies Beyond Marketing blog blogging and branding branding branding and entrepreneurs building trust business building business marketing strategies business owner creating a product for a niche audience customer's reasons for buying Customer Service free PR major sale marketing campaign marketing magic marketing messages marketing plan marketing strategy niche market Niche Marketing niche marketing for small businesses niche marketing strategy niche marketing wisdom PR small business small business advertising small business advertising solution small business marketing small business marketing consultant Small Business Marketing Strategies Small Business Marketing Success Online social marketing target audience the long term value of a customer transparency viral marketing viral video word of mouth advertising

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