Make Marketing More Subtle.

Ah the festive season. Family fun and a sense of bonhomie. Not in the hands of the marketers behind Ann Summers - UK high-street purveyors of "lingerie" and adult toys.

"It's the dirty thoughts that count."

Isn't Christmas the time for giving? So why not give your customers the opportunity to join the dots and engage with you a little rather than shoe-horning that dirty in there? It avoids the risk of appearing cheap and having a low opinion of your customers' literacy and, after all, don't they say subtle is sexier?

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Feeling marooned, without a compass? Here's your 2012 marketing map!

It often happens that I’m invited to meet up with a friend or business colleague for coffee or lunch at a restaurant I haven’t been before. In order to make sure that I arrive on time and with as little stress as possible, I usually go online for a map and directions. As a backup, I have GPS in the car if needed. And that’s just to make sure that one little meeting goes well.

If you don’t have a marketing map for 2012, you’ll be arriving ‘late’ to many opportunities and missing dozens of others. If you don’t want to keep driving your business around in circles, hoping to arrive at your desired destination by luck, you need to get directions and follow them! You can start with the 2012 Marketing Calendar for small business or for salon and spa, or use 365 Days of Marketing to build a plan to use all of the marketing channels available to you – from traditional marketing to cooperative partnerships, social media, events, etc. – in order to get things moving in the direction you want them to go.

Excerpt, ideas from 365 Days of Marketing
November 6 is ‘Marooned Without a Compass Day’

The last thing you want is for your customers to be “marooned without a compass” while at your business, unable to find what they need:

• Be sure in-store signage is up to date.
• Create directory signs to be placed at eye level at the ends of aisles.
• Create signage to help customers choose the right products to use at home.
• Create signage and scrips for emails, social media, etc., that suggests products for home use as well as provides them with "You might also like..." add-on ideas.
• Make specific gift suggestions; tell customers what products make great gifts, and for whom they would make the best gifts.
• Create a floor map directory noting the route to the offices, departments, rest rooms, reception or other areas that visitors to your building most commonly visit. Post it in your entry, reception desk or waiting room, give copies to first-time guests, post it on your website or include it in an annual e-mail newsletter.

It’s only natural that from time to time you will need to reorganize or renovate:

• Draw up a new floor map following any remodel, renovation or re-organization project to e-mail and/or direct mail to customers and prospects, or one that can be handed to customers at the door or utilized at an open house event.
• Use this opportunity to draw attention to new products or services and hold an open house with door prize drawings, contests, entertainment and refreshments as well as product demonstrations, professional consultations and product sampling.

Educate customers as to products or services—solutions—you provide that they may not have been previously aware of, or which they may not have needed previously (but do now):

• Throughout the year, use your communications channels and events to put the spotlight on various products, services, departments, specialists, etc.
• Use your e-mail newsletter, blog, Facebook and other social media and your website to introduce new employees, products or services to your customers as soon as possible.
• Pair new items in promotions with best-sellers and clearly define their benefits in messaging across all of your communications channels.
• Create time-limited promotions to help fill appointments books for new employees or to support the launch of new products.

Create a formal mentoring or apprenticeship program within your business for your own employees, local students, adults in need of vocational training, etc. Help subsidize or provide resources for continuing education for your employees.


Partner with a local counselor, life coach or motivational speaker to hold a workshop on what people can do when feeling “marooned” or lost.  Compile a list of recommended reading, audio books and videos. Add some of the best titles to your retail or impulse buy offerings, or post them online.

Post links to local resources that would interest your most important or ideal customer types on your Facebook page, e-mail newsletter or blog:

• Create brochures listing local attractions, the best dining, entertainment and family recreation centers, activities for rainy days, options for hiking, swimming, golf, etc. and which also features relevant products or services.
• Solicit ideas and recommendations from customers and post links on Facebook. Send copies to local hotels, motels, car rental agencies, travel agencies, etc.

Work with marketing partners and local education institutions to hold a career or job fair for adults, college or high school students:

• Work together to establish job shadow and intern programs.
• Create a community support group for job seekers or employers, or set up a specialty job listing resource online.
• Invite your marketing partners to participate in regular meetings to discuss ways to “map out” pathways to improve local economic health in order to benefit independent businesses and the community.

Don't leave yourself 'marooned without a compass' in 2012: even though this is probably a busy time of the year for your business, set aside time to map out your route to success in the New Year!

***

Elizabeth Kraus is the author of 365 Days of Marketing.

Do you want more creative ways to generate social media engagement -- for every day of the year? Check out 365 Days of Marketing, available on amazon.com or save $5 off the list price when you use the Code USH9VPJG and purchase on my site at 12monthsofmarketing.net.

Dispel all the little white marketing lies that might be holding your business back - check out the 2012 Small Business Marketing Calendar: Little White Marketing Lies on amazon.com.   With hundreds of marketing ideas laid out for 2012, you'll get into a marketing groove and build a bigger role for your business in the lives of your clients!

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Happy Thanksgiving: Where did it all begin?

Sure, you’ve heard about the Pilgrims and the Indians and the first Thanksgiving, but that was just a dinner. Do you know how Thanksgiving, now officially celebrated on the 4th Thursday of every November, earned its place as one of the major US holidays?

11 December, 1620: 102 pilgrims disembarked the Mayflower at Plymouth rock after a rough and tempestuous sea journey of more than two months (66 days). Originally aiming for northern Virginia, they were blown off course by winds. That first winter, about 45 pilgrims died due to extreme cold. In the spring of 1621, led by Squanto, native Americans taught the pilgrims to grow corn, beans and pumpkins, which helped all of them survive. In the autumn of 1621, they invited their Indian friends and held a grand celebration to thank God for his favors. This communal dinner is popularly known as “The First Thanksgiving.” There is no evidence to prove if the customary turkey was a part of the initial feast. According to the firsthand account written by the leader of the colony, the food included, ducks, geese, venison, fish, berries etc.

During the 1600 and 1700’s, it was common practice for individual colonies to observe days of thanksgiving throughout each year. These were days set aside for prayer and fasting, not a day marked by plentiful food and drink as is today's custom. Later in the 18th century each of the states periodically would designate a day of thanksgiving in honor of a military victory, an adoption of a state constitution or an exceptionally bountiful crop.

October 1777: All thirteen colonies joined in a communal thanks-giving celebration commemorating the surrender of British General Burgoyne at Saratoga.

3 October 1789: The first historic proclamation was issued by President George Washington, declaring November 26 as a day of public thanksgiving and prayer give gratitude to God. Here is the proclamation:

Whereas it is the duty of all nations to acknowledge the providence of Almighty God, to obey His will, to be grateful for His benefits, and humbly to implore His protection and favor; and Whereas both Houses of Congress have, by their joint committee, requested me "to recommend to the people of the United States a day of public thanksgiving and prayer, to be observed by acknowledging with grateful hearts the many and signal favors of Almighty God, especially by affording them an opportunity peaceably to establish a form of government for their safety and happiness:"

Now, therefore, I do recommend and assign Thursday, the 26th day of November next, to be devoted by the people of these States to the service of that great and glorious Being Who is the beneficent Author of all the good that was, that is, or that will be; that we may then all unite in rendering unto Him our sincere and humble thanks for His kind care and protection of the people of this country previous to their becoming a nation; for the signal and manifold mercies and the favorable interpositions of His providence in the course and conclusion of the late war; for the great degree of tranquility, union, and plenty which we have since enjoyed; for the peaceable and rational manner in which we have been enabled to establish constitutions of government for our safety and happiness, and particularly the national one now lately instituted for the civil and religious liberty with which we are blessed, and the means we have of acquiring and diffusing useful knowledge; and, in general, for all the great and various favors which He has been pleased to confer upon us.

And also that we may then unite in most humbly offering our prayers and supplications to the great Lord and Ruler of Nations and beseech Him to pardon our national and other transgressions; to enable us all, whether in public or private stations, to perform our several and relative duties properly and punctually; to render our National Government a blessing to all the people by constantly being a Government of wise, just, and constitutional laws, discreetly and faithfully executed and obeyed; to protect and guide all sovereigns and nations (especially such as have show kindness to us), and to bless them with good governments, peace, and concord; to promote the knowledge and practice of true religion and virtue, and the increase of science among them and us; and, generally to grant unto all mankind such a degree of temporal prosperity as He alone knows to be best.

Given under my hand, at the city of New York, the 3rd day of October, A.D. 1789.
(signed) G. Washington

3 October, 1863: President Abraham Lincoln issued a fresh proclamation calling for the observance of the fourth Tuesday of November as a national holiday.  In 1939, during the great depression, President Franklin D. Roosevelt moved the holiday to the third Thursday of November to extend the Christmas shopping season and boost the economy.  After a storm of protest, in 1941 Roosevelt moved Thanksgiving to the fourth Thursday in November, where it stands today.

It's interesting to note that most of the triggers behind our Thanksgiving Day history involve not times of great plenty and blessing, but times of great want and trials.  Perhaps as human beings we take the good times for granted; because it seems to be the bad times that bring our true gratitude to the surface. We may need to have tough stuff in our lives in order to truly appreciate all of the people and circumstances for which we should truly be thankful to God and others.  

Jacques Maritain said, "Gratitude is the most exquisite form of courtesy," and 'thanksgiving' itself is a word of action.  To make the most of this Thanksgiving, as you celebrate with family and friends, as you brave the shopping hordes, as you eat to overflow and watch football, as you travel to see your favorite people, or as you simply rest and renew, be thankful and find ways to turn your gratitude into actions that benefit others.

Elizabeth Kraus
Be InPulse branding, marketing and design

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An open letter to 2012 Holiday Shoppers

Before you set out on your 2012 holiday shopping adventure I wanted to point out that – just by doing what you’re going to do anyway (shop) – you have the opportunity to improve the economy.

Let’s face it, it’s pretty obvious that the government has neither the will nor the disinterested common sense needed to do the right thing when it comes to cutting spending and reducing the tax burden on small businesses – you know, the ones who provide the JOBS – in order to stimulate the economy. It’s pretty obvious that the 1% are not going to endow each of us with a portion of their riches (nor do I think they should). And it’s obvious that big business won’t, either.

So that leaves it up to you and me: It's the shopping choices we are about to make that have the ability to make the real difference.

I live near Auburn, Washington, a town of about forty thousand people. If each Auburn resident, aged 18 and over, spent just $10 a month more with local, independent businesses, the impact to the local community over the same 12 months would (estimated-ly) be well over 2.5 million dollars. Increase that number exponentially when you up the amount.

If you want more jobs in your community, spend (more of) your money with local, independent businesses. And seek out and ask for American-made products, whether you're shopping locally or online.

When it comes to holiday shopping, seek out local craftspeople and purchase truly unique gifts for your family and friends – locally-made jewelry, t-shirts and other novelty items, boutique retail items, home décor items, restaurants, or even give the gift of photography services, home renovation or handyman services, landscaping, beauty, spa and other services to those on your local gift list, rather than the same-old, same-old  you see in all of the chain stores.

You'll find lots of local, independently-owned businesses represented at events in your community in the form of holiday bazaars and festivals.

Ask your hair stylist, friends and family for local recommendations.

Use social media to find local gift shops, artisans and craftspeople.

Once you start looking, you're going to be amazed and inspired by the amount of talent and fantastic options that have been flying under your shopping radar the whole time!

And when your friends and family ask what you want for a gift, ask for gift cards, products or services from local, independently-owned businesses and entrepreneurs.  

Not only will more of every dollar you spend stay in the local community to be repurposed for additional local expenditures, locally-made retail and new JOBS (there’s that word again!) but there are other benefits that trickle down into your community as well.

Local merchants and entrepreneurs re-invest their profits not only in their own businesses, but they also provide direct support to your local schools, community arts, music and theater programs, charities, etc. Many local businesses even go one step further and seek out needy families to ‘adopt’ during the holidays or even all year long.

It’s not just that you make a difference by spending your money with local, independently-owned businesses (vs. chains). It’s that you make a real, lasting difference – one that benefits real people right in your community!

By all means, shop— and Shop local! 

***


Elizabeth Kraus is the author of 365 Days of Marketing.

Dispel all the little white marketing lies that might be holding your business back - check out the 2012 Small Business Marketing Calendar: Little White Marketing Lies on amazon.com. 

With hundreds of marketing ideas laid out for 2012, you'll get into a marketing groove and build a bigger role for your business in the lives of your clients.

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Early Look: Q2 GDP Revised Lower

The market is under a bit of selling pressure in early trading after briefly bouncing into positive territory. The concerns out of Europe persist, and the failure by the Super Committee to do anything regarding the U.S. deficit hasn't helped sentiment.

Bond yields are slightly higher in Europe as the bond vigilantes continue to pressure those governments. The cost of insurance in the CDS market also continues to rise, not just in Europe but emerging market CDS prices are also moving up.

In economic data, the second revision of Q2 GDP was revised down to 2.0% from an initial estimate of 2.5%. There is not much else in the way of corporate and economic news this morning.

Asian markets were mixed overnight and Europe is actually higher this morning on bargain hunting. Oil prices are up near $98 and gold prices are higher to $1700 after getting hit hard yesterday.

The 10-year yield is flat near 1.96%; and the VIX is down a little to 32.55, fading back below its 50-day average.

Trading comment: With the SPX now below its 50-day average as well as its 200-day, traders will move to an even more defensive posture. The news backdrop is very negative right now, and that should push investor sentiment back towards the bearish side of the ledger. While there are few stocks breaking out here, this could be a good time to go back and look at those stocks that were breaking out after reporting earnings and have now pulled back. When the market does find its footing, those names will likely be the first to start moving higher again.

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Monday Morning Musings: All Policy, All The Time

All policy, all the time. That's how it feels in the markets right now. There is very little moving the market lately from a fundamental standpoint, but very large moves from anything policy related.

Most of the policy decisions have been coming out of Europe with respect to the debt problems facing the region. Today we have more of the same concerns, with Moody's adding some cautious comments about the outlook for France's debt rating.

But the failure of the deficit reduction committee here in the U.S. is also adding an element of uncertainty and disappointment in the markets. Our Congress sure doesn't seem to possess the ability to be able to reach any solutions about our own fiscal problems, and that's not pleasing to investors.

The flight to safety is on, with bond prices rising and pushing the 10-year yield down to 1.95%. The dollar is also higher relative to the euro, which is weighing on commodities. Oil prices are down near $95.75, and even gold prices are lower today to $1702. As for the VIX, it is up another 8% to 34.65, but not above last weeks' highs.

My quote screen is for the most part a sea of red this morning. One of the lone standouts on the upside is VRUS, a former long of ours but one which we sold earlier this year. VRUS is being acquired by GILD for $137, an 85% premium. Congrats if you held any of this.

Trading comment: The S&P 500 has now broken below its 50-day average as the selling pressure intensifies. While we could easily see a bounce this week, volume levels will be very light due to the holiday trading. With the credit indicators still flashing warning signs, I want to remain cautious here and try not to be aggressive. Let the market find some support and build a base from which to launch another trading rally. No need to be a hero, as bases take time to build.

long SH

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TGIF - The Song Remains The Same

The news backdrop is little changed today. Concerns about the sovereign debt issues in Europe have eased just a touch on the comments by new ECB Pres Draghi who urged officials to move to make progress on the bailout plans.

Bond yields in Europe have stopped rising for the moment. Italian yields are at 6.68%, Spain is down a little to 6.43%, and France is also lower near 3.56%. And the euro is also getting another bounce today.

Commodities are mostly higher. The CRB index is up 0.5%; Gold prices are up a bit to $1725; silver and copper prices are also higher; but oil prices have slipped back to $98.50. With the global economy still slowing, it seemed odd that oil could keep up its recent trajectory that took it back above $100.

So far the materials stocks are leading the early action, while tech is lagging for a second day.

The 10-year is hovering right at that psychological 2.00% level; and the VIX which surged above 35 yesterday has pulled back -4% so far back near the 33 level. I have mentioned repeatedly that the VIX remaining stubbornly above the 30 level was indicating volatility would creep back into the market. I think some of the sharp pullbacks we've seen in the last week are prime examples.

Trading comment: It is said in the market that from failed moves come fast moves. I think that applies to yesterday's selloff. After the SPX broke that uptrend line that I have been watching, selling in the market picked up steam and the SPX quickly fell towards its 50-day average. This is a first area to look for support, around the 1205-06 area. Unfortunately, we have more policy decisions that will color the action coming up. The "Super Committee" as its called is supposed to vote on budget cuts and I think very few people if any think that they will actually be proactive in coming up with a proposal that will please the markets. Color me skeptical.

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