7 PR Tips
Many business owners seriously think that their competitors are more successful when it comes to a press release or placing an article in publications with the right purpose. This “good…

Continue reading →

Happy customers - successful business
The most gloomy everyday life can brighten up a warm smile and a kind gesture. When working with clients, courtesy is always an integral part of quality service. Do you…

Continue reading →

We cut costs. 5 opportunities for outsourcing in your business
For smaller businesses with even smaller budgets, many websites can help fill staffing gaps caused by the inability to hire a full-time employee. Currently, one can come across the term…

Continue reading →

New marketing rules

What works today is radically different from what worked literally ten years ago. And if you think that marketing is the same as before, you are deeply mistaken. And the reason is obvious. As Heraclitus said: everything flows, everything changes.

Old rules
The following marketing rules are taught in universities and in various business courses. Most of the existing firms adhere to the same rules.

First, create a product that will be of interest to a wide range of consumers or buyers.
Secondly, a message calling for these same buyers to win the widest possible audience.
Third, create a recognizable brand name, which can later be used with additional product categories.
And in truth, companies that follow these marketing rules have in the past been able to make a powerful name for themselves, such as Sony and Coca-Cola. But this type of “dissipated” marketing no longer works because:

The Internet and a great variety of media “crushed” consumers and customers into very small groups, each with its own characteristics and interests.
The texts of messages that are addressed to consumers must be very individual and specific in order to attract at least a little attention.
The intensity of the distribution of the brand and messages has become so overwhelming that the consumer simply simply ignores the majority.
In other words, the words that worked on Coca-Cola will not work on you.

New rules
And here is what WORKS:

Create a product aimed at a very specific type of consumer or customer.
Send your message to this particular audience in such a way as to “pull” them to your side.
Wait until these newly-made “advocates” determine the fate of your brand and the future of your proposals.
Agree, it is not what it was before?

The old “dissipated” marketing, which was used by various media, was replaced by “directed”, which uses targeted media.
If in the old marketing rules there was a clear focus on reaching the masses, then according to the new rules, it is obligatory to draw the attention of a narrow group of consumers.
According to the old rules, managing your brand was subject to chance, but now new marketing rules place this control in your consumer’s hands.
You can ignore these new marketing rules at your own risk or take them into account, the choice is yours.

When good ideas bear fruit
“We are a small company with a small team, so we must manage our resources wisely,” this can often be heard from start-up managers. Some, on the contrary, are ready…

...

Franchise Business: Pros and Cons
Nowadays, franchising is becoming increasingly popular all over the world. And this is quite natural, since the franchise business is a proven and rather convenient business model, especially for start-up…

...

What does a business work for and where is the main limitation of profit in retail?
Before we talk about what needs to be done to better manage retail inventory, let's agree on a common understanding of the purpose of any business. Not just retail, but…

...

Launch the product. A couple of tips.
The launch of a new product is one of the most important events in the history of the company. To achieve success in the market, the launch of the product…

...