If you're trying to market to adults who are now in their thirties, then you need to understand the best method for reaching generation X. Who is Generation X? Gen Xers were born between 1965 - 1976 and make up about 17% of the U.S. population. As a whole, this group is both independent and skeptical, existing in the shadow of Baby Boomers. As this group moves into their mid 30s and 40s, Gen Xers are establishing themselves as consumers who are starting families and buying homes. Gen Xers grew up with recessions, single-parent households, cable TV, the Internet and other personal technology. Consequently, this group consumes media differently than earlier generations. Communicating with them through traditional marketing channels can be difficult. So, how can you reach these groups, communicate your message, and get them to take action? The answer is more traditional than you think. In combination with online marketing, direct mail is one of the most powerful ways to market to Gen X. According to a recent study conducted by InnoMedia, NuStats, and Vertis, 86% of Gen Xers bring in the mail the day it's delivered. Furthermore, 68% of Gen X retail direct mail readers have used coupons received in the mail. Gen X consumers rate 75% of the mail they receive as valuable. To reach Gen X with direct mail, there are number of basic marketing practices you should keep in mind. Before discussing these tips, keep in mind that your direct mail efforts can be supplemented with online marketing in the form of targeted site advertising, key word buys, or perhaps giving consumers a reason to visit you online via email (contests, sweepstakes, discounts, etc.).Direct Mail is most effective when you understand your audience, time your campaign appropriately, provide a compelling offer, and develop a relevant message. AudienceKnowing your audience is essential for the success of any direct marketing campaign. Having information about Gen Xers in general terms is a place to start, but you need to dig deeper and develop a fuller understanding of the segment. You should know what motivates them, what their greatest pains are, their latent needs, and what products or solutions they currently use. Once you've gotten to know your audience, other marketing criteria can fall into place. TimingCommunicating your message at the right time can make all the difference in your marketing results. For example, selling tax software immediately after April 15th won't produce the results you're looking for. Therefore, you need to have an understanding of your audience's timeline and when they are in the market to buy your product or service. Be sure to reach them with enough time to respond to your offer, but don't leave it open ended. OfferMany consumers need a reason to buy, especially Gen Xers who are normally skeptical. Your offer should provide some benefit to the buyer as well as provide some level of comfort in moving forward with a purchase. This can be in the form of a satisfaction guarantee or something similar. One great technique is to place your offer on the outside of the envelope that contains your marketing materials. This can help to differentiate your mail and get your envelope opened by prospects. MessageYour message needs to resonate with prospective buyers. Do you understand their needs? Have you communicated benefits as well as features? Are you solving a problem for them? Have you provided a simple, yet compelling message? Many direct marketers talk about the "long" letter versus the "short" letter. There are a number of studies that validate the use of both long a short letters in a direct marketing pieces. As long as your message resonates with buyers, it doesn't matter how long it is. Be sure to test your messages on an ongoing basis. If you're marketing to Generation X, use direct mail in your marketing mix. Individuals in these groups respond to direct mail. Keep in mind however, that a direct marketing piece should be supplemented with other forms of marketing - Internet marketing, search engine optimization, advertising, etc. Direct mail is your key to success with Generations X when used as the main vehicle of your marketing campaign.
1. Yo Yo AdvertisingMy friend Dottie can precisely predict her sales peaks and plummets accurately...and no, she's not into fortune telling. Experience has proven that March, April, and May will bring a lot of money to her account, while September and January will put her in the slumpsSound familiar? Have you too been caught in the vicious cycle of high and low sales volumes? Why? Most of us tend to advertise heavily while things are slow - in a desperate attempt to get customers through the door, but back off when things are hopping.If you're looking for an even-keeled market, develop a steady marketing plan. Steady advertising produces steady growth...and steadily climbing profits!2. Single Shot AdvertisingOne shot ads, rarely get results. Most customers are just like you, they don't jump on the band wagon the first time it passes by. They often need to see your sales material several times before they actually make the move to walk through the doors. Follow-ups are necessary for success. We're not just talking about prospective customers now...even your loyal customers need to be cultivated for sales. How many times have you thought about making a purchase, but just never followed through with it? Sure, we all do it. Sometimes it takes a little pressure to get us to part with our hard-earned money. Make it a point to spend time building relationships with both new customers and your faithful following.3. MonkeySee, Monkey Do AdvertisingHow many times have you seen the same advertisement ideas written with just a little different twist? If you're surfing the Web you've come across plenty of the aped ads! Yeah, you can predict what the next paragraph will cover, because you've seen it so many other places. Sure, copy cat ads can be effective for a little while, but the results will quickly die down as others join in the copy mania. If you're looking for REAL and LASTING results, be original. Do what only you can do, forget about what everyone else is doing. Be you. When a competitor does have a good idea, improve on it. Don't follow in his footsteps...step out and lead the way to more effective advertisements.4. Wild Shot AdvertisingReady, aim...yeah aim before you advertise! Don't be caught up in wild advertising that gets your message in front of a lot of people who have absolutely no interest in your product or service.Target your market...and get better results for your investment. Finding the target market that has a specific need you can fulfill takes a little time and research, but you'll feel the effects when you hit the bullseye!Think about this...there are advertising venues that your competition is overlooking. What about postcards? These high impact marketing tools are often overlooked. Yet, they're the perfect low-cost way to generate prospective customer interest. Keep an eye open for overlooked marketing gems, and get one up on your competition!5. Me, Me AdvertisingWhat is it that consumers are looking for? ...Exactly, something that is going to benefit them. They really aren't interested in the facts about your product...they want to know how it will impact their life or lifestyle.Take a look at your ad copy, and ask yourself what are you portraying...facts or benefits. Multi Level Marketers have this all figured out. Rather than tell you they have a business to offer, they spend a lot of time promising you freedom to work your own hours, countless vacations, summer homes and a host of other things you've probably already dreamed about at some point. Hey, don't knock it...the MLM industry is a steadily growing element in our economy. Don't bore your readers with the facts...attract them with exciting elements that will fulfill their needs or desires. Are you getting the results you've been looking for? Take another look at your marketing strategy...are you making the same mistakes many marketers unknowingly make. Hey, real success may only be one change away!
"Brochure" is French, and it comes from brocher, meaning to stitch. According to The American Heritage Dictionary, a brochure is "a small booklet or pamphlet, often containing promotional material or product information."Accurate, yes. And also incomplete.For one thing, brochures arent always small. Sometimes theyre quite large. As for brochure contents, they vary greatly depending on the situation. A brochure definitely can be more than a pamphlet or small booklet, coming in all shapes, sizes and a range of folds.While brochures are found practically everywhere -- used by businesses and organizations of all types and sizes -- theyre not the answer to all communication needs. Nor are they obsolete due to the Web.What Can a Brochure Do?Actually, a lot. First, determine your purpose or objectives.Will your brochure generate sales or leads? Fulfill inquiries, support the sales force or be displayed at the point of sale? Will you use your brochure as a direct-mail piece or a leave-behind?The brochure can do one or all of the above with careful planning. Here are some more functions of the brochure:>Provide product and service information>Support trade shows and conventions>Provide news (about products, services, company, industry)>Build company identity>Educate prospects and customersWhat are you trying to accomplish? Once you decide, youre ready to start putting your brochure together.What Goes in a Brochure?Following are some common subjects for three areas brochures cover most: products, services and corporate or organization capabilities./ Introduction / Products / Services / Features / Benefits / How It Works / Markets / Applications / Specifications / Testimonials / FAQ / Company history / Call to action / Client list / Mission statement or business philosophy / Awards / Contact infoKeep It SimpleAlthough a brochure can do a lot, keep it simple. Zero in on your audience and purpose, and the rest will fall into place. Consider the format, page size and how the brochure will fold. Decide on visuals, fonts, colors, paper stock and other design characteristics.As for copy, put a strong headline on the cover. Capture the right tone, and make sure copy has a logical flow. As a rule, keep sections short, incorporating plenty of subheads.Its always wise to include a call to action. What do you want people to do after they read the brochure? Finally, make sure you know how your brochure fits into your overall marketing program.(c) 2005 Neil Sagebiel
The world of Network Marketing has been around for more than 50 years and started with entrepreneurial innovation that most referred to at the time as dreaming. But, as Walt Disney Studios can attest, dreaming, a little talent and a lot of courage can make those dreamers into revolutionaries and geniuses in a world bleak with skeptic reality concepts.Network Business Affiliates are professionals who truly believe in their dreams as much as they believe in their products, and thus sell honestly what they really believe in. Positive thinkers are the secret elite that make sales marketing the big success that it is.Positive thinkers have emotional motivation that springs from personal goals that are powerful and unwavering. In short, positive thinkers are inspired to sell because they not only like what they sell; they need to sell, in order to be complete.This emphasizes the most important aspect of network business marketing; it is grounded in realistic goals. Everyone can see problems and criticize their own personal problems, but how many people can change the word problem into the word challenge?Having realistic goals means looking at the world in such a way that nothing can stop you. In the world of sales, unless you have that outlook on life, defeat becomes imminent. The point is to never give up and always keep focus.To those who sell, success is the only important goal, but success, if it is structured properly, uses the way we think about getting there as the key to unlocking our deepest dreams into a real world of personal fulfillment. Network MarketingDreamers are just like everyone else. Walt Disney classified his creative teams into three different kinds of people: dreamers, realists and critics.Whichever one of these three types of people was missing in a creative team, Disney would take up himself, like a role play. This administrative technique made Disney what it is today, and just goes to show how important dreamers really are.Without the dreamer, nothing could essentially be created with any level of spectacular quality. And that is the essential key issue to Network Marketing Online. What do you possess, be it product or speech, that is spectacular?People have heard and essentially seen the same old speech 1,001 times and it is not getting any better, so what is it that you can say, that people will stop and go: What? Oh wow!. Only dreamers can do that.Only they possess the critical skill to create something so dynamic and interactively universal, that it grabs the attention of a potential client like some polemic issue from the news.Online network business affiliates dont need to be sensationalist-like news reporters. They just have to be inside their potential clients reality long enough to get their attention in a way that no one else ever has.As the market of online gaming grows, astronomically in fact, that seems to be getting more and more challenging. This is why there is a niche in marketing for the dreamer.Do dreamers really create new and miraculous concepts, strategies, ideas and things that have never existed? Not really, what they do is re-manage already existing ones with a twist of human subjectivity.Network business affiliates that go above and beyond what already exists do so with that very twist of human subjectivity that is as easy as closing ones eyes, breathing deeply enough to focus on just one thing and then letting go.That is how Thomas Edison invented the light bulb and that is the strategy that makes online network business really work. It just came to me, Edison said, and that is what successful marketers do in order to overachieve online, they just let it come to them, and it does. Positive ThinkersEmotional motivation is the key to making sure that a home business is successful.Without emotional motivation, that is, personal reasons why a person should be selling, keep on selling with more and more reasons that build self-esteem and create self-confidence, things can start to get bleak.Emotional motivation is everything. So what builds that kind of motivation? Positive thinking.Those who think positively are always set for the best. They have their minds set on success without even having to work on it.All a positive thinker needs to do is make a goal and go for it. But how do they do it? Things just cant be peaches and strawberries 24 hours a day, seven days a week! Or can they?Most people who have a distinct positive outlook on life are those who tend to be somewhat spiritual in the way they look at the big questions in life, or maybe not, maybe they are just upbeat with life in that they have some personal reasons that make them happy-campers all the time, 24/7.But the truth is, taking lifes so called bummers and turning them into promising and exciting challenges is not as easy for some people who just tend to wallow around in the muck.Positive thinking means orientating your language patterns and, consequently, your thought patterns into the same thing as before, but with a point of view that is certainly exciting and empowering.As an example of positive thinking, take a look at the word problem then the word challenge which one is more empowering?The inspiration to sell comes from dynamic and motivating language that can never be kept down.Empowering ways of talking and thinking are the first and most critical steps to "home business" networking, because all the motivation comes from inside your own person.Personal empowerment is the fountain of inspiration from which the muses leap to our beckon call and from which the very inspiration to sell is born.Success is the goal, thinking is the key. Within that realm lies the reality of online business networking that works.
Having a competitive advantage over other businesses targeting the same market as yours is a basic, survival must: many choose to develop longterm relationships with their customers, in an attempt to create such competitive advantage. Knowing your customers is crucial, and it is quite a different thing from knowing their buying behavior. It is every marketer's dream to have real, up-to-date information about consumers: their preferences, opinions, attitudes, beliefs, interests, education level, behavior are the base of understanding their needs. Businesses often employ Marketing research to determine the consumers' degree of acceptance of a new product, and the reason behind this is the fact that launching a new product without a real demand would involve much more costs than actual market research. Plus, a failed product launch is not only damaging for a business' finances but also its image and reputation.Any marketing research upon consumers' profile should address at least the following questions: Who makes the market of a product?A company active on any given market must ask itself who its customers are. Are they mostly young people, or perhaps elderly? Women or men? What would their income levels be? This is the demographic information that can be a starting point in creating a customer profile. What do people buy?Is there a certain product consumers seem to prefer? Can we detect a trend of migrating to a given product? Will the market accept new products or changes in existing ones? These questions could offer a perspective on the mechanisms triggering buying decisions; the answers could indicate just how open to changes customers are. Why do people buy?Many businesses ignore the reasons why their customers choose one product or another. While we all know that impulse buying is a reality, most purchases are still made on reasons of benefits, value, satisfaction. Hence, we should ask ourselves "Why certain products are more popular among consumers and are perceived as being superior to others?"Who takes the buying decision?It is critical to know who is actively involved in the buying process, as the users of a product are not necessarily the ones to buy it. For example, food items destined to children are normally bought by a parent, which means the advertising messages should be aimed at parents and not at children. Identifying the real decision makers is an important part of any consumers research study.How is the buying decision taken?What are the reasons followed by consumers when making a buying decision? A marketer should remember that these reasons are likely to be influenced by a variety of social, cultural, economic factors. When do people buy?Some products are requested and are offered only in certain periods of a year, as demand can be driven by social or cultural factors (think of seasonal holidays, for example). Consumers' lifestyle might also dictate the day or week when shopping is done.Where do people buy?Identifying the preferred location for people to buy is yet another important task in researching consumers' behaviour. Where do they buy from? Supermarkets? The corner shop? New, creative venues can be employed, such as e-commerce web sites. Marketing research relies on other sciences as well, such as psychology or sociology. Being able to develop the products consumers need, and then market them in accordance to the consumers' behavior lay the basis for competitive advantages and shape the strategic decisions a business must make.