This Saturday's Video: Playing with Poop?

Ok, like most other girls, I went through my Barbie phase.  I also love cute little doggies. And I try to be environmentally responsible.  But today's video leaves me wondering, was Mattel really targeting our little brothers with this one?  Check out this commercial from Mattel featuring Barbie and her dog Tanner.  And tell me, who would this appeal to most, boys or girls?

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What's In a Brand?

Just pick up any marketing or advertising trade publication, or visit the numerous websites focusing on these industries, and you'll come across endless articles about the brand.  I've have read many definitions of what a brand is, even what it is not.  I've also found that there are as many different definitions, or interpretations of what constitutes a brand, as there are experts.  My own definition is really quite simple.  A brand is the essence of your business, represented distinctively and consistently.

Is Your Business Being Hurt By You?

Running your own business has been a lifelong dream, and you've made it a reality.  You're giving it your all, being the chief cook and bottle washer, not to mention the incredibly long hours.  But for some reason, you are not building the kind of loyal customer base that's critical for long term success.

Well, maybe you're overlooking something that customers actually notice right away. Are you running a sloppy business?  I'm not talking about things like dirty windows, or tall grass, but the finer details which help to create the all so important image of your business in a customer's mind.  Here are three areas that you can not afford to neglect:

Don't Cast a Wide Net: Targeting Just As Important for SMBs

Two of the following three statements are valid.  Do you know which one isn't? 

1. The weak economy is taking a very tough toll on SMBs.  
2. Streamlining is very important, but shouldn't include eliminating your marketing/advertising budget. 
3. In a tough economy, targeting your marketing/advertising is wasteful--you should cast a wide net. 

If you chose number 3, then you're right.  As tempting as it might be to stretch your marketing and advertising dollars by spending it any and everywhere without consideration of your target market, it's a mistake to do so.

It's of critical importance that you identify the consumers who are most likely to buy your product.  And those are the consumers who are most likely to benefit from your product or service.  If you take the approach of buying ad space in the local car club magazine because the price is very affordable, but you are selling shoes, then you're probably wasting valuable ad dollars.  Sure, you may attract a couple of people that will by a pair of shoes, but because you failed to hit your target, your return on investment will likely be negligible. 

Even larger companies can make the mistake of failing to target their marketing efforts.  Simon Dumenco writes in Advertising Age about the likely advertising miscalculations of  daily deal-maker, Groupon, which is currently hemorrhaging cash.  Which makes the point that employing a targeted approach to any marketing or advertising campaign, not only is the best way to reach those who are most likely to buy from you, but it also helps to avoid wasting precious resources on people who are not interested or ticking people off with another "pesky ad".

In a previous post on this blog, 10 Ways SMBs Can Engage Customers in a Tight Economy, in point number two, I said that you should be diversifying your marketing/advertising.  Remember, that means spreading your dollars around--some social, some traditional, etc., but not doing so without a strategy to reach your target--there is a difference.

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This Saturday's Video: Rhett and Link Strike Again!

Today's video brings together two things that I really like;  Commericals by Rhett and Link, the Commercial Kings and low-budget local commericals.  BTW, would you get your hair cut at this salon?

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10 Ways SMBs Can Engage Customers in a Tight Economy

Daily Mentions returns from it's break today.  Thanks for stopping by.

Yesterday, Bloomberg reported that more than one million self-employed Americans decided to shut the doors to their businesses due to the recession.  According to Kristin Arslen, president and chief executive officer of the Washington, D.C.-based National Association for the Self-Employed, diminishing opportunities and few customers are behind the failure of so many small businesses.  Despite the promises made by politicians, few are able to simply wait for the eventual economic turnaround.

However, according to Arlen, some small businesses are actually thriving in this anemic economy.  These are businesses that have been awarded state and federal contracts, or are in the healthcare or technology sectors.  Good for them.  But what about the majority of small businesses that don't get