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Marketing is really the science of matching products or services with a targeted group that has a potential to need them. Reaching that target is the key, and whether or not one has enough time or money to position the product or service in front of the target market is one key to success of failure. Whether the pricing is right and the timing is right given all other constraints and enticements on that time and money also factor in to success or failure. Marketing 101.
Dr. Yolanda Brooks is one example of a professional person who takes her service, her professional background, and her interests and parlays them into jobs that she likes. Thus marketing herself, in a way, to selected targets. I first met Dr. Brooks in Dallas at a professional football players conference when she was the psychologist for the Dallas Cowboys. She has also worked with the NBA, won numerous awards, and through it all she remains focused on helping others through her combination of education, experience and insights. And wheter or not she is selling balance or support to professional sports team members, or supporting her family and moms and daughters, she is great at matching her services with the targeted group that needs them.
As an aside, corecubed, my company, just won the Working Mother Magazine's Best 25 Women Owned Companiesin America award, and we are so proud to have been a recipient. Hat's off to all the moms who are raising families and keeping their professional careers on track.
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| Posted by Merrily Orsini at | | | |
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Choosing what rules to live by is a crucial part of one's destiny. On a recent trip to South America I was introduced to the Inca
culture and was taken by the powerful, but simple rules of that civilization.
Inca rules: Don’t lie. Don’t steal. Don’t be lazy.
Inca values: Knowledge, Love, Hard Work.
If you think about it, these values and rules sort of encompass all other rule books by all religions and cultures. And, not only did the Incas have their values and rules down to a science, their
architecture and engineering feats are still to be revered.
Amazingly ... |
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| Posted by Merrily Orsini at | | | |
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What is it that an effective marketing communications strategy always does?
Marketing communications strategy always targets an audience. The more well defined and the more specific the audience, the more effective the marketing communications strategy will be.
An effective marketing communications strategy sells brands, not companies. Trying to market yourself as an institution to buyers who only want some specific industry services is what most companies
do, and ineffectually.
When the marketing communications strategy targets a narrow niche, “one rising tide lifts all boats.”
A good example of this was when corecubed took on the National Private Duty Association’s (NPDA)
marketing and pr ... |
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| Posted by Merrily Orsini at | | | |
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Reaching your audience is mush easier if the message is powerful. Most people will only remember two or three key messages at a time, if that.
So, to start getting that message right, focus on and develop a very limited number of messages. They can and will change from time to time, but start with two or three.
Some guidelines for the message are:
• Remember your goals
• Use the message as an opportunity to reach those goals
• Try to envision yourself in their position by considering what information they need to know that will help sell your services to them.
• Speak in simple ... |
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| Posted by Merrily Orsini at | | | |
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Some mighty life lessons were learned at Chautauqua this year.
The first relates to aging and recuperating from an illness. When the body is frail but in the healing and strengthening process, it is better for the frail one to attempt to use muscles even
though it takes longer to do everything. In our eagerness to assist an older person struggling to do a task, we are preventing them from using the muscles required. Opening doors, fetching things. We
facilitate their weakness by doing for them. Our haste makes us want to accomplish things faster. And our need for ... |
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| Posted by Merrily Orsini at | | | |
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One of my clients who has just started a business said she was antsy just waiting for the phone to ring. My reply? What can you spend your time doing now (while you are not swamped) to make that phone ring?
Some ideas to start relationship building that will keep you and your business in front of others, and therefore "top of mind": 1. Create or join a networking group that includes other professionals with whom you hope to do business.
2. Be a resource. Start or beef up your personal research and library relating to how you can provide ... |
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| Posted by Merrily Orsini at | | | |
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The Cumberland Inn, in Williamsburg, Kentucky is about a 3 hour drive from Louisville and a 3 hour drive to Asheville, NC, a trip that I make pretty frequently. A few weeks ago I stayed at the Inn having left Louisville late in the evening. Upon retiring after a tiring drive, I found on my bed this message, “In ancient times, there was a prayer for ‘The stranger within our gates’. Because this hotel is a human institution to serve people and not solely a money making organization, we hope that God will grant you peace and rest while you ... |
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| Posted by Merrily Orsini at | | | |
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Drowning in technology, this cute email phases reprinted today from the NY times is written By NORA EPHRON and Published: July 1, 2007. Stage One: Infatuation I just got e-mail! I can’t believe it! It’s so great! Here’s my handle. Write me! Who said letter writing was dead? Were they ever wrong! I’m writing letters like crazy for the first time in years. I come home and ignore all my loved ones and go straight to the computer to make contact with total strangers. And how great is AOL? It’s so easy. It’s so friendly. It’s a community. ... |
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| Posted by Merrily Orsini at | | | |
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Looking for talent is always a challenge. Attracting and retaining quality employees is one key to success and competition between employers is fierce, and getting no better. So, it was very interesting to me that in a recent online survey conducted by The Washington Post on their Web site respondents answered questions as to what special privileges would be most appealing to them. Of the 3400 respondents, the results broke down as follows: Telecommuting 548
Training/tuition 396
Flextime 379
Benefits 375
Bonus 370
Fitness 357
Money 334
Other perks 302
Time off/vacation 227
Opportunity/growth 109
Recognition/security 80
corecubed is seeking incredibly talented marketing, design and PR professionals, and we ... |
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| Posted by Merrily Orsini at | | | |
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