If you have ever been to a trade show, you have probably collected tsotchke, more commonly known as giveaways or swag. The term is the Yiddish word for “toy” or “trinket,” and commonly pronounced “chach-ka” or "chach-kee" but no one in marketing is ever really sure how to say this word. Or spell it. Here are just some of the accepted spellings: tshotshke, tshatshke, tchachke, tchotchka, tchatchka, tchachke, tsotchke, chotski, and chochke. … [Read more...]
How to Format a Press Release
How can you be reasonably certain that your press releases will contain the requisite information in an appropriate format? The answer is that there is a standard structure for press releases. Your organization will still need to create news and find an interesting angle, but using the standard format assures you have everything the media will need. In this section, we examine the basic elements of the standard release structure. Identifier – When creating a release, you should place the words … [Read more...]
How to Create a Buyer Persona
To create a successful marketing campaign, you need to become familiar with both the composition and the size of your market. Knowing your market, however, is not the same as knowing your buyers. It is one thing to know which country buyers live in, which industry they operate in—even their age. But, what does that tell you about what they think and what motivates them to buy? In B2B scenarios, marketers are guilty of targeting companies and departments within companies without truly … [Read more...]
How to Build a Marketing Message Platform
The average customer receives hundreds, if not thousands, of messages every day. In every medium, from home to work and back again, companies are trying to sell something. So, if you think customers are waiting around waiting to hear what you have to say, think again. This is not a new problem. Even in 1997, when the web was nascent and Twitter, Facebook, and the iPhone were not yet born, consumers were overwhelmed: Consumers today are surrounded by advertising. There are various estimates, but … [Read more...]
How to Calculate the Market Size for Your Product
Clearly, identifying the viable markets and market segments for your products and/or services is essential to your company’s success. Regardless of the markets in which you operate, however, it is essential that you have an accurate knowledge of their size. It’s probably safe to assume that everyone wants to do business in a large and fast-growing market. However, it is possible to make money in a niche or a nascent market. You can also be successful if you introduce a revolutionary product … [Read more...]
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