Dirigo Business Blog


Electronic Direct Marketing – The Future of Online Marketing Has Arrived, Part 4

Publish on
Welcome to the next important installment of Electronic Direct Marketing.  Let's get right into it OK?   Harnessing the Viral Space   Who's heard of viral marketing?  I certainly hope most of you have.  When I first learned of the term it was explained to me thus:  Go to a cinema and see a film.  If you love it what happens?  You tell anyone who will listen how great it is.  On the strength of your appraisal and because you are a trusted source there will be a number of people who will be inspired to attend the screening.  This, my friend, is viral marketing. …
Categories: Blog

Electronic Direct Marketing – The Future of Online Marketing Has Arrived, Part 3

Publish on
Dateline:  Sunday 17th February.  2.49pm.   After doing a massive amount of housework, housework that doesn't get priority and doing a massive shop, a shopthat doesn't get priority because I am generally too busy in my business I have decided to commence Part 3 today for two reasons.  Firstly because I said I would publish yesterday (sorry!) and secondly because I have been receiving lots and lots of emails begging for the new posting.   So before I settle into a relaxing afternoon that will include cricket, cooking a wonderful Stephanie Alexander roast chicken and wine here I am with today's posting.   The Value of…
Categories: Blog

Electronic Direct Marketing – The Future of Online Marketing Has Arrived, Part 2

Publish on
Welcome to Part 2.  I've had some very intense reactions from a number of readers.  Some of the comments have been hostile...Why?   Let me add a disclaimer:  These postings about Electronic Direct Marketing are not necessarily my opinion.  These are just transcribed notes of the seminar.  I just thought that the information could be of enormous value to my colleagues, readers and any other business owner that cares to get involved.  If you know of other business owners that could use this information then pass on this link:  The ABC Business Coaching Blog.   OK, here we go...   If you are using electronic…
Categories: Blog

Electronic Direct Marketing – The Future of Online Marketing Has Arrived, Part 1

Publish on
I recently attended  an Email Marketing Summit.  The information was absolutely first class.   If you're remotely interested in getting your marketing message across to more people via the electronic medium then I will share with you some fantastic information.  If you can take one or tow points from this posting and apply them to your business then you will be perceived as being innovative, progressive and interesting.  These three nuances are vitally important for the future of Email Marketing.   OK, were you aware that these days we have a much more intimate relationship with our clients?  We do.  This is equally brilliant and…
Categories: Blog

AIDA – No…not the opera, it’s a marketing strategy!

Publish on
One of my favorite subjects is "no-brainer" marketing.  I call it no brainer because even though it is fundamentally easy, so many business owners simple DO NOT DO IT!  Now there are internet gurus out there that will tell you that the attention paradigm has shifted, that the consumer wants to be communicated with in multi-leveled spheres.  They include word, video, podcast etc.  Sure, I agree wholeheartedly and at ABC Business Coaching we do this however whilst the paradigm shifts I still want to be sure that the tried and true marketing doctrines are still working in parallel with the innovations.  You should to...so read…
Categories: Blog

WOW! Customer Service. Does it Exist?

Publish on
Client Nurturing Programme Remember Perceived Indifference? Well Client Nurturing is a systemised way to show your customer that you do indeed 'care' about them. Most businesses will say and do nice things, but it won't be planned nor organised and especially, it won't be effective. A Client Nurturing Programme is about 'systemising' how you 'care' for your customers. Client nurturing is nothing more than keeping the lines of communication open. And it's also suitable for prospects as well: although we all tend to nurture prospects. It's only once they've paid their money that we tend to take less notice of them. Isn't that interesting??? However, fear not, it's completely normal…
Categories: Blog

Features…Advantages…Benefits = “Chi-Ching”

Publish on
    When 'selling' something whether it be by direct face to face, over the counter, print or vision or so on, no matter what medium, you must ensure that you follow the principle of FAB: Many small business owners will let them selves down at this point because they will focus on the "features" rather than the BENEFITS:! Remember what 'frequency' (WII.FM - "What's in it for Me?) your customers tune into and at the end of the day, they are not interested in features, just benefits. Think about when you yourself are in the market to by a commodity. Sure you look for certain features…
Categories: Blog

The Perfect Host

Publish on
Host Beneficiary In my opinion, and if done well, Host beneficiary or HB promotions have the potential to be the best type of marketing that anyone can instigate. The way they work is simply, one business approaches another business that has a similar but non-competitive client base and promotes their product and service through them: Sound simple enough? Then why aren't they all doing it?  Are you? The reality is that it has to be planned, organised and carried through. Many businesses know of HB promotions, they may call them Cross Promotional or by some other name, but it's all the same thing. However, many businesses fail to…
Categories: Blog

Differentiate or Die! Discovering your USP!

Publish on
Commonly referred to as USP, the Unique Selling Proposition can also be known as Unique Selling Position, Unique Marketing Advantage, Competitive Edge Analysis, or any number of 'tri-letter' acronyms. The bottom line is that, whatever it's called, the USP is the thing which sets you apart from your competitors: Establishing the USP is one of the first and most important things that must be done in order to maximise the impact of your Target Marketing. Everything from that point onwards is then based on whatever had been determined as the business's USP. How to determine a USP? If done right, determining a USP will take several weeks. This…
Categories: Blog

Lead Generation: The 1st Profit Driver

Publish on
At ABC Business Coaching we refer to lead generation as "The Marketing Tap".  Most business owners believe that all they have to do to increase their custom is to turn on the marketing tap (spend money on advertising) and business will come their way.  It's not that simple.  The reason ABC Business Coaching refers to the marketing tap is because we view many businesses as an ordinary, run-of-the-mill garden bucket.  When the tap (marketing dollars) is turned on and the expectation is that the bucket (customers/ clients coming into the business) will easily fill up it is often startling to  a business owner to realise…
Categories: Blog