When you are starting out in business there are a few things that are generally understood. You need to have a plan, you need to have a product and you should have a good idea of your market. On top of that, you need to make sure that you have secured the financing that will see you through the start up, until the business pay’s you back.

But how many of us truly understand the real Nature of our business?

Is it really about having the best technology, the best knowledge about your product or industry or the most offices available to make it easy to contact you?

It might surprise you to learn that… Read More

There is no question that communications has caused our planet to shrink in a way. A news event anywhere in the world today can be communicated, almost instantly, to everyone else in the world.

Newspapers, Radio, Television and the Internet have all contributed to this. Like any technology that brings benefits however, there are also drawbacks.

Our world is one of communications bombardment. Over the course of an average day we are exposed to news, commercials and advertising through all of these media. The result of this is that we have become conditioned to blocking out only those items that we are interested in.

This has presented marketers with a challenge. How do they ensure that their target audience responds to their message? How do they get by the spam-like filters we have all developed to protect ourselves from information overload on a daily basis?

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As we go about our daily lives we are constantly exposed, if not bombarded, with messages and advertisement trying to get our attention. And not just to get our attention but to keep it long enough for us to take interest in what it is the sponsor wants to share with us.

The end result of all of this exposure is that we have become resistant and sometimes immune. It affects every aspect of our lives. When we watch the news, listen to the radio, read papers and magazines; no matter what the media, we pay close attention to only those things that are of interest to us in our daily lives.

We eliminate entire sections of a newspaper; we seek out specific sections on local news, weather and many search out the Sports Page above all else, men and women! We have been forced to become selective. Given all of this conditioning the chances of penetrating anyone’s advertising flak-jacket might seem small. But there are techniques today that are effective and work consistently.

Here’s what we mean… Read More

Historically we have all grown up with certain brands and images that evoke, in some cases, nostalgia. We can all image dreamy days on a summer beach reaching for a cold drink from our COKE Cooler. It was red and had a white bottle cap on it. Tony the Tiger served breakfast to many of us. Hertz was gliding our parents into the driver’s seat of a brand new rental car.

These were big companies with big advertising budgets. We knew their names, recognized their images and we responded accordingly. But not every business is able to make it on Image Advertising.

Image Advertising and Name Recognition Do Not Make Telephones Ring!

There is a definite gap between how the large companies address their market and how most businesses must address theirs. It is vitally important therefore to understand this delta and be able to accommodate and address it.

Here’s how… Read More