There is no shortcut…. to reaching your audience even via advertising

Through the ages there have been many mediums that the retailer has been trying to get messages across to their customers. The mediums and effectiveness have been very varied throughout the time but most finally stabilise to an effective percentage ratio to effort.

Below are some of the examples that have come about as the evolution of marketing mediums and methods over the ages.

1. The original mediums
  • Direct marketing… (retailer talking to customer) No change through the ages. A customer loves the direct human touch.
  • Broadcasting… (the first version was the person singing out or shouting out the message where ever they went. They had a specific role.)
  • Parties to celebrate the message. First version of events to conduct marketing was via banquets and village parties.
  • shows that described the products
2. The printed mediums
  • Printed medium – flyers
  • Printed medium – newspaper adverts
  • Printed medium – brochures
  • Printed mediums – catalogs
  • Printed mediums – stickers
  • Printed mediums – labels
  • Printed mediums – car stickers
  • Printed medium – Posters
3. The banners and buntings
  • banners vertically
  • banners horizontally
  • buntings
  • road signages monopoles
  • road signage billboards
  • Shop signage’s
4. The traditional electronic medium
  • cinema pre movie adverts
  • new reels
  • projector displays
5. New age signage’s
  • digital displays
  • outdoor screen
  • led screens
  • indoor screens
  • tvs
  • display kiosks
  • slide shows
6. New age electronic mediums
  • radio (terrestrial, digital and internet)
  • tv (terrestrial, digital and internet)
  • tv (terrestrial, digital and internet) ticker tapes
  • pay per view tv
  • cable tv
  • subscription based tv and radio
  • internet banners
  • internet ticker tapes
  • internet adware
  • websites
  • social media (interactive)
  • mobile adverts
  • mobile apps
7. Alternate mediums
  • branding on buses, taxis and other transport systems
  • airplane banner dragging
  • hot air balloon banners and buntings
  • Airship advertising
  • lazer displays
  • mobile broadcasts via trucks, cars and mobile temporary static displays with recorded messages
  • vouchers
  • coupons
  • branding sponsorships
  • tshirts, cap, jackets and other clothing
  • premium branding

What ever your chosen medium or combination of mediums, remember you need to be consistent in your efforts. Brand building is a long term action which requires maintenance and re-engineering periodically.

There is no short cut…. to web presence and ranking

Over the years there has been much hype on getting onto the web. Making the business available on the web and now the move towards mobile availability. When any new and not so new but finally more wanted form of presence arises there will be a lot of ideas on how to get there and sometimes how to get there faster.

The danger always comes from wanting to get there faster as this then exposes you to opportunist and other kinds of characters. While there may be many genuine innovators towards your goal nothing beats getting back to basics, that is just doing what you should do and doing it consistently repetitively. In other words build it right then maintain it.

So this brings me to the topic at hand, i have many friends and customers whom are entreprenuers whom have a long standing in the community and also have a lot of experience. However as times change so do the needs and skill sets. But one thing they all concure is that they have to adapt to the new ways to reach their customers.

Now more and more of them have started to focus on ranking on the web and being seen first or as close to it as they can. There have been many organisations big and small that have offered them services to help them achieve that. But sadly not many can maintain a good average or high rank. Else it will cost a whole lot more than is reasonable to the organisation (Formula cost of ranking cost less than oppurtunity, finally what is secured as business that is paid for.)

So they ask what do i advice? Well my solution is this beyond going to a big organisation that has a gurantee with penalty system in their contract go right back to basics. And to help you to achieve that there are a lot of tools that keep coming up for a reasonable price and even for free. You just got to keep up with the times.

So what is back to basics you ask. Well today the internet has got very complex and competitive. But they have also provided a lot of simplification. Now apart from ensuring that all your communications have your website listed do the following:

  1. Get your website written correctly (programmed, designed etc). With the risks and challenges that all web owners have come to such as loss of their domain (possible inability to transfer ownership to business owner), loss of their web designer/programmer, technology change and much more. The current trend is to use the blog tool which is easy to handle and manage. Hence possible to keep in house or to outsource yet still keep an eye on it in an understandable way for even the lay user. To know that you have kept your website search engine friendly there are many tools on the web that can provide you reports and advice of what you need to improve or fix (which could mean add). Interestingly enough this also gives you the opportunity to become interactive with your customers just a it was to do business in person. People like to talk. The forms changes but the need does not.
  2. Run that report tool. Keep the report tools run for the whole host of information that can keep you informed of what you are doing right. They come by way of the basic web analysis tools that tell you how much traffic, how often certain traffic landed on what pages, the unique vistors against revistors and such. That kind of information can guide you on what to update or write on as your users find that useful. Then the more informative reports as described above in item 1. That provides information on what parts of your website that the search engines do not find good on your website hence drop you in the ranking of whom they present first to the casual searcher. Things like your website page labels, meta tags, tags etc.
  3. Use the information that you have found that your website either is good at or lacking. When good make sure you keep it up with information that is similarly attractive. Lacking find ways to introduce what you lack so that you can increase your presence.
  4. Repeat. When you have found a good formula of information and actions. Repeat them. This is called maintenance.
  5. Last of all evolve. Keep a track of what is new and its effectiveness. Introduce it gradually so that you know what keeps and grows your audience. Not always what is new is good for you and the audience you want. Currently making your website mobile friendly is a good idea. It is not necessary to have a mobile app. That is just more people at times pushing you product you do not need. But it is important to make sure your website is viewable in a comfortable manner on all types of devices and on with most operating systems and browsers. But where not possible, set a target of addressing where most of your target audience is. Hence know what kind of devices, os and browsers they use or is most dominant in your market.

Well that is all for now. Keep an eye out for the next article we will have. Need some help? Send an email to enquiries@kanshare.com

 

Business Ideas for today…General Thoughts

With the advent of fast transportation, mass sharing of information of ideas, globalisation has taken hold strong and fast. The actions of centralisation (coordinating and concentration of resources and production) and industrialisationn (ways to produce or process more in shorter periods) has devastating impact on our more basic needs in our day to day activities.

Food and shelter used to be the most important. Hence farming (growing of food either as crops or even sustainable production of meat) grew in leaps and bounds, by way of genetic modification starting out initially as more efficient production methods. Even utilising selection methods for what was thought of as better reproduction and more.

Learning methods also has changed from learning passed down from generation to generation, to apprenticeship till master craftsman, to specific learning institutions.

A lot of emphasis has been placed on elevating the status via education which was normally thought of as a formal education, that a lot of long learned knowledge has been lost by lack of recording, recognition of alternatives or even categorising as negative knowledge. Hence a lot of loss of resources and skills to meet what a number of cultures deemed as lower activities such as farming, cleaning, road works, gardening etc.

However as time passes and the different phases and methodologies have been adopted and implemented, better understanding of the impact of too much centralisation of resources is understood. (Single currency impact in a multi nation multi govermental balance and result, single currency bench mark in a world nation economy, and many more instances, single country of manufacture)

So after a few decades of merging and centralising of industries and resource production some elements of decentralisation is beginning to take place. Today the back to basics mind set is also coming back as important.

Realisation has come to mind that the smaller scaling such as in the neighbourhood based businesses and smaller business man is still a good model as giant scale businesses also need a lot of supporting roles and services which in reality is not needed when decentralised. Efficiency and cost can actually come down with a higher valuation.

Hence in the coming weeks we shall give some business ideas where a role or a business can be just part of an entire ecosystem with stake holders whom are unique yet still address the masses, similarly as the large corporations are currently creating standard templates and the masses choose the one that suits them the closest.

 

Note that the Business Ideas segment is to give ideas and is just to encourage people whom are looking to start a business. Be it for additional income, just looking for change or opportunity. Information provided is just on a level of concepts generally, some level of detail may be provided as example only. It is best should an individual or group of individuals wishing to use the idea to do through research prior to implementing the ideas. Most of the ideas require adaptation and also further detailing to be even ready for deployment. Take it as a seed. The writers and the host platform is not responsible for any results arising from the use of any ideas that have been made available free of charge in seed form.

How to handle cost….

when the minimum usage volume is larger than what you need.

Find a way to share with more than your organisation. Either in a lease form, outsource solution or a mutual share solution.

Example:

1) A receptionist. At the start of any business or even during operations of any business more so when you have few places for staff, an organisation would most likely prioritise the skill area of that business and sales. This however does not negate the need to greet or meet any potential clients or guest whom may visit you at your premise.

So solutions would be to have any staff available fulfill that role on an adhoc basis. This may be fine on a short term basis. But the use of these skilled staff especially when you have them working on more specialised task is costly. So what are your options.

  • Get a temp staff for certain days or hours in a day.
  • Reduce the number of hours you use the part timer for.
  • Or move to an environment that can support multi organisations in one premise, yet share central skills such as receptionists, cleaning staff, in house IT services and more.

This is where Shared Serviced Offices could fulfill your needs.

In an organisation that provides these solutions the take on the risk of unutilised hours and capacity. They also take the calculated cost of depreciation, maintenance, down time and alternate solutions in maintaining uptime.

Such a service can take the risk to spread the usage of the staff timing or any resource that is under utilised to help bring the per use rate to a more reasonable level for you and your organisation.

There is nothing that cost cannot be reduced. It just takes imagination and flexibility.

Use these organisations to help you spread the cost and usage level to bring usage to a  reasonable level.

Have a need that you decided to do without as you could not find a cost effective solution that will meet your needs? Mail us at enquiries@kanshare.com

Stay tuned for more articles soon.