Posts Tagged ‘marketing strategy’
There has been an incredible amount of buzz around cyberspace about Verizon’s launch of the iPhone 4. Many customers logged on and snagged their new phone at 3 a.m. on February 3rd. However, their cries of joy were soon snuffed out by the amount of outrage and frustration circulating on Twitter and Facebook of those customers who were confronted by Verizon’s website overload and inability to secure their new iPhone 4.
Verizon’s iPhone 4 available to existing Verizon customers for preorder, was sold out in less than a day.
The first commercial launched by Verizon depicted a series of ticking clocks and countdowns in an effort to tease (and tease it did!) anxious Verizon customers anticipating their new toy.
Verizon has also been unleashing a series of new advertisements to promote the iPhone 4’s launch (I think this was totally unnecessary because the 6-month rumor did enough advertising for it anyway). The new advertisements are very competitor-oriented in that they completely slam AT&T’s network problems.
One 30-second commercial blatantly slams AT&T’s call-dropping issue. This is a clever strategy for Verizon to take up considering everyone already knows what features the iPhone has. How else can you promote it other than a ‘my network is better than your network, nanny-nanny-boo-boo’ strategy?
Verizon iPhone 4 Review
People have been furiously updating Twitter statuses and blogs with reviews of Verizon’s iPhone 4, now that the embargo on reviews has been lifted. The basic consensus is this: Verizon’s iPhone 4 is better for voice, worse for data.
Although the voice calls were reported to be very crisp, clear, and consistent, the data speeds have many (still) waiting customers a little antsy.
Walter S. Mossberg, a blogger for All Things Digital, says:
“AT&T’s network averaged 46% faster at download speeds and 24% faster at upload speeds. This speed difference was noticeable while doing tasks like downloading large numbers of emails, or waiting for complicated Web pages to load. AT&T’s speeds varied more while Verizon’s were more consistent, but overall, AT&T was more satisfying at cellular data.”
The Verizon iPhone 4 cannot do voice calls and data simultaneously and also only works in limited foreign countries, for voice calls only, and at very high roaming rates.
With the craze only increasing, I think it’s safe to say that Verizon’s marketing strategy was pretty spot on.
If you are starting a business online, you should be using as many resources as possible. Entrepreneur.com is a great resource for aspiring small business owners and new entrepreneurs. Allen Moon, the founder of On Deck Marketing (an internet marketing agency that specializes in product marketing strategies, e-commerce and online marketing), wrote a great post specifying each step you can take to set up and run a business online.
I decided to use a few of the steps to help you prepare before you set up your online business. These three steps from Moon’s original post are the most fundamental things you can do before you’re ready to set up your online business.
Step 1: Find a need and fill it
Most people who are just starting out make the mistake of looking for a product first, and a market second. To boost your chances of success, start with a market. The trick is to find a group of people who are searching for a solution to a problem, but not finding many results.
Step 2: Write copy that sells
There’s a proven sales copy formula that takes visitors through the selling process from the moment they arrive to the moment they make a purchase:
- Arouse interest with a compelling headline.
- Describe the problem your product solves.
- Establish your credibility as a solver of this problem.
- Add testimonials from people who have used your product.
- Talk about the product and how it benefits the user.
- Make an offer.
- Make a strong guarantee.
- Create urgency.
- Ask for the sale.
Step 3: Design and build your website
Once you’ve got your market and product, and you’ve nailed down your selling process, now you’re ready for your small-business web design. Remember to keep it simple. You have fewer than five seconds to grab someone’s attention–otherwise they’re gone, never to be seen again. Some important tips to keep in mind:
- Choose one or two plain fonts on a white background.
- Make your navigation clear and simple, and the same on every page.
- Only use graphics, audio or video if they enhance your message.
- Include an opt-in offer so you can collect e-mail addresses.
- Make it easy to buy–no more than two clicks between potential customer and checkout.
- Your website is your online storefront, so make it customer-friendly.
Do you want to make money? Let’s say you have already established your small business but now you’re trying to expand your customer base and grow your business. In addition to an increase in your marketing efforts, there are many ways you can grow your business.
The Small Business Administration has a post on their website giving us aspiring small business owners a few ways to grow our businesses. The method you choose can very well depend on what type of business you have, how much capital is available, and the time and resources it may take to follow through.
Here are some ideas for growing your business from the SBA:
Open another location.
This is often the first way business owners approach growth. If you feel confident that your current business location is under control, consider expanding by opening a new location.
License your product.
This can be an effective, low-cost growth medium, particularly if you have a service product or branded product. Licensing also minimizes your risk and is low cost in comparison to the price of starting your own company to produce and sell your brand or product. To find a licensing partner, start by researching companies that provide products or services similar to yours.
Form an alliance.
Aligning yourself with a similar type of business can be a powerful way to expand quickly.
Diversifying is an excellent strategy for growth, because it allows you to have multiple streams of income that can often fill seasonal voids and, of course, increase sales and profit margins. Here are a few of the most common ways to diversify:
- Sell complementary products or services
- Teach adult education or other types of classes
- Import or export yours or others’ products
- Become a paid speaker or columnist
Target other markets.
Your current market is serving you well. Are there others? Probably. Use your imagination to determine what other markets could use your product.
Merge with or acquire another business.
Two is always bigger than one. Investigate companies that are similar to yours, or that have offerings that are complementary to yours, and consider the benefits of combining forces or acquiring the company.
Expand to the Internet.
Very often, customers discover a business through an online search engine. Develop your business website and optimize it to increase your exposure to your customers.
Do you think your personality has what it takes to become a successful entrepreneur? According to Entrepreneur.com, your personality has a lot to say about who you become, the potential you have, and how successful you will be.
It has been shown in various studies that certain personality traits can outshine shortcomings in education, skill, and experience. It also makes logical sense that if a person chooses a business venture that coincides with their personality, he or she will experience a greater amount of success.
Entrepreneur.com explores four general personality types of people who typically start, own, and run the majority of successful businesses. Read Entrepreneur.com’s summation of entrepreneurial personalities and see if you have what it takes:
1. The Trailblazer:
You are very competitive, ambitious and goal- oriented–so much so that you tend to be aggressive and sometimes take a steamroller approach. Independent, persistent and decisive, you aren’t happy unless you’re in charge. Trailblazers are logical, analytical, practical and realistic–you tend to base decisions on facts rather than feelings. You are a calculated risk taker.
Good industries for you could include the medical, technology, finance, legal and consulting fields. Being a strong strategic thinker, you focus easily on marketing strategy and operations. Your challenge is likely to be working with people–you are usually a better leader than manager and need to surround yourself with others who can manage the people side of the business.
2. The Go-Getter:
You have a higher-than-average level of both dominance and sociability and are very driven and independent. You are competitive, but your drive to succeed is sometimes tempered by your interest in and concern for others. Go-Getters are typically good leaders and good managers, excelling at motivating themselves and those around them.
You can do well in retail, but may prefer being the outside rainmaker. You work well in ambitious and unfamiliar environments. This means you can invest in, buy or start a business that’s totally new to you and still make a success of it. You don’t need to be an expert in the field to start the business–you are a good collaborator and can learn as you go.
3. The Manager:
You are dominant and independent. You are also very goal-oriented and can be quite analytical, focusing more on processes and outcomes than on people. You have a tendency to look at people as vehicles for helping you accomplish your goals. You can deal well with customers, especially repeat customers, so you’ll probably be great at growing a business.
You like doing things on your own, are a great behind-the-scenes leader and love working with systems, concepts, ideas and technologies. You excel at competitive selling because you enjoy overcoming rejection and achieving goals despite obstacles. Managers enjoy working by themselves, and managing others can be a challenge, so you need to hire employees who are better than you at listening and working well with others.
4. The Motivator:
You have a high level of sociability, an above-average level of dominance, and are both driven and independent. This gives you the ability to work well under pressure and in autonomous situations. It also means that you will be a great consensus builder, a good collaborator and a driver of change. Just like the name suggests, you are the consummate motivator who does well working by, with and through others.
Motivators excel at leadership or sales. You can be convincing and avoid most confrontation by creating a strong emotional argument. Motivators do well in the toughest of customer service roles, as you are able to see both sides of the argument. You do well in business with partners, or in a business that involves others. Motivators are good at nurturing relationships and often do best in a business that involves keeping clients for the long term. You thrive in a team environment.