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Article by Claire Jarrett

Choosing a marketing specialist or consultant for promoting a product that is in the research and development stage is an important activity that needs to the considered by many businesses. The marketing specialist or consultant plays a vital role of taking the product out onto the market in the most efficient and cost-effective way. Therefore the business and the product owners have to give equal importance to hiring a marketing specialist as they give to the research and development of the product. Both should go hand in hand. There are certain steps to be followed when choosing a marketing consultant for promoting the business product. Members of the business should form a panel that screens marketing specialist or consultants. The first thing the panel should do is to have a face-to-face discussion with the prospective marketing consultants. During the discussion the group should find out about the past record of the marketing consultant and the marketing strategies they have framed in their early assignments. The marketing specialist or consultants also need to explain the strategies that worked and the strategies that didn’t work when promoting various ranges of products. This will check the genuineness of the marketing specialist or consultant. If the consulting organizations state that the all the strategies that have formed have always worked for the business, then it not the actual truth. Marketing strategies are fool-proof. Some strategies might work excellently for a product line, but might not fit a different product line. Hence, the marketing consultant should be open and healthy to share with the forum regarding the strategies that worked and that didn’t work. One more important bourgeois that should be looked into by the panel is the area of specialization of the marketing consultant. If the consultant has specialized in marketing pharmacy products and the business is dealing with fast consumer goods, then it is superior for the panel to think about specialized marketing consultants in that particular FMCG line of products. Because of the intricacies involved in arriving at the right marketing strategies for various products, it is always wise to go for marketing consultants who have a proven track record in that particular product line. After the discussion with the various candidates, the panel should place their heads together and arrive at a consensus decision. While arriving at the decision, some consideration should certainly be given to the number of years of experience of the marketing consultant.

About the Author

Presentations Unlimited are a Freelance Marketing Manager South West company and marketing consultants in Newton Abbot

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Article by Michael Richter

For many companies ‘strategic marketing’ still is some kind of a miracle. Very often, however, entrepreneurs simply do not know what can be reached using this ‘instrument’ continuously.

A short description is contained here >> http://www.marketing-und-vertrieb-international.com/en/dictionary/selling-strategically__18.htm but a current example from Germany gives a good chance to get the intent crossways in a superior way,

Besides of that the development of a strategy (for the enterprise/marketing procedures) is part of a marketing plan which should be acquirable for each company – whether massive or small.

PUMA – and ist CEO Jochen Zeitz.

When he started in 1993 (>>http://about.puma.com/puma.jsp?type=company&parent=18&id=9&lang=eng) the company was a middle-sized producer of sports shoes.

At this time he developed the recipe – development phases – the result of which led to today’s billion dollar company which is taken over by a French company selling luxury good – PPR.

What did he actually do ?

As explained on the webpage of the company (http://about.puma.com/puma.jsp?type=company&parent=18&id=9&lang=eng) he oriented himself strictly at the market, the clients’ needs as well as finding out new trends.

This implies a thorough analysis as well of clients and client groups as market segments and markets.

This is always the first and foremost step. A German saying is ‘No practice without theory’.

On the one hand this of course is easier for a company with the turnover of PUMA 1993 than for a smaller company.

On the other hand no company can exist successfully without the step of strategic vision, planning and transformation of the results. It is depending on the financial background (but also on the entrepreneurial risk undertaken) as well as the present production possibilities resp. the markets available, how detailed these steps will be.

With limited resources one can nevertheless concentrate on specific products or specific markets. But only if the resulting facts/ways are taken seriously and implemented correspondingly the calculated theoretical profits will be the result.

The next step, of course, has to follow in order to protect the company and working places for the future.

For sure Jochen Zeitz did not know at the very beginning which financial success phases I through IV would bring. Nevertheless he designed the steps following his entrepreneurial vision at and from the beginning.

As can be learnt from the company information above further steps were added to the phases – e. g. additional production in foreign countries, changing licence agreements into own daughter companies or adding additional products to the program.

Every company success is based on a thorough first planning/vision !

Contact:

Michael Richter – International Marketing- and income consultant – concentrates for more than 35 years on strategic marketing planning as well as marketing and selling of investment goods and long-lasting consumer goods in/to all 5 continents – since 1991 he works as an independent marketing consultant, especially for SMEs worldwide. In addition he holds – worldwide – internal seminars based on the needs of the specific company – especially regarding marketing in Europe.

Michael RichterDrehergässle 588499 Daugendorf/GermanyMarketing: http://www.marketing-und-vertrieb-international.com/en/Country experience: http://www.internationales-marketingkonzept.de/en/Michael.richter@marketing-und-vertrieb-international.dePhone: +49-7371-93210, Fax: +49-7371-93217

About the Author

Michael Richter – International Marketing- and income consultant – concentrates for more than 35 years on strategic marketing planning as well as marketing and selling of investment goods and long-lasting consumer goods in/to all 5 continents – since 1991 he works as an independent marketing consultant, especially for SMEs worldwide.

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Article by Robert Johnston

Do you want to introduce your new product in the market? Would you like to make your product known with your target clients just taking a glimpse of it? Are you wondering why your competitors easily reached the top instantly? Want to know their secret? I guess it’s time for you to dial the number of an advertising expert. Depending on the advertising needs for your new business, you might want to use an advertising bureau that excels in the area of your business. Each advertising agency has a trademark of their own or an expertise on different fields. For instance, if you’re a new business that would want to introduce anything about print online, custom printing and other personalized printing services, find an ad bureau that excels in this field. Maybe you can interview at least three ad agencies for you to be healthy to have the most suitable choice.Many advertising agencies specialize in designing and carrying out plain advertising programs for their customers. Some of the larger full service agencies offer these kinds of services.Creativity. They can develop one-of-a-kind ideas for promoting your business, product or service. They will create a plan on how and what will be the approach to advertise your product. As the business owner, you can also recommend or give an intent on something you like and don’t like for them to have an impression on the concept they will create. For example, if you want to use celebrities or a politician perhaps in your print online ad, or maybe you want something traditional or modern or high-tech type ads, they can do it for you.Media selection and use. Agencies examine and evaluate the type of media that would fit your advertising plan, and will schedule and place the ads for you. Aside from being creative, they are well experienced in the business market regarding promotion. They know the perfect place, time and type of media for your product. Technical production. They’ll apply specialized skills in such areas as preparing illustrations, photo-engraving, art work, and setting copy into type.Marketing research. The agency’s research staff can advise you on the potential market for your product or service, as well as on doable sources of distribution.Other functions. Many agencies also furnish such services as developing income promotion and public relations programs.You can readily see that the advertising bureau can be an organizational extension of your business in performing several marketing services. Small boutique-type ad agencies are growing in number; some of these specialize in helping small business clients. These agencies have limited services but would be more likely than massive agencies to want you as a client.You’ll have to pay for the services of the ad agency. The most common method of compensation is the commission plan. Agencies generally get most of their revenue from selling advertising space and time. You, the customer, pay the list price to the medium in which the ad is put by the agency. The medium then returns a commission to the bureau for placing the ad. Thus, it’s the choice of medium – newspaper, magazine, radio, or TV – that provides a good share of the agency’s income.In some cases, agencies simply charge a flat rate for services rendered to the client. In other cases, the “cost-plus-percent” is used. The bureau charges the cost of the advertisements placed, plus a given percentage of that cost for other services performed. Fees or commissions can be negotiated. The intent is to shop for the ideal value for the service you need.Advertising makes your business known to the consumer. The advertising bureau can furnish expert talent to make your message effective and get it to your intended customers. The potential value of establishing a working relationship with an bureau is dramatically illustrated by a business that is now known to have millions for profit.

About the Author

Visit these pages for more information on print online and custom printing

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Article by Tim Quast

A friend who wholesales funds for First Trust (one of the huge ETF purveyors today) lamented, “I’d like to take a lead pipe to those idiots on CNBC.”

The merits of his discomfiting view aside, IROs, you probably get that lead-pipe twinge now and again when people whine about your stock price, especially in volatile markets. It’s a reminder why market structure – understanding the nature, kind, size and distribution of participants – matters, particularly in times of volatility.

Back to CNBC and the pundits at large: We can tell you as guys surrounded by cold data that typically when the market moves radically market structure data do not show that “investors reacting to an unexpected spike in the consumer price index sold off today.” Case in point as we’ve noted the past two editions of the Market Structure Map: equity markets broke down when options expired on July 20, well before the first Dow dip on July 26.

What’s this mean practically, IROs? Most of the time it’s not about investors selling off, but black box and other trading strategies adjusting to intricate data designs. Yes, sometimes it’s fundamental investors. We saw that in the data on both July 27 and again this past week. But chances are, more than 60% of your liquidity on any given day moves through trading systems, programs, ETF-related algorithmic adjustments and high-frequency systems. Lesson: most times, fundamental investors aren’t responsible for your upticks and downticks, so if you’re focused on which obloquy are buying and selling, you’re probably wasting at least some of your valuable IR time and money.

Lessons in conclusion:

1. Even in these wild, hedged, risk-managed, paired and algorithmically driven equity times, good long-term investors still don’t knee-jerk react.

2. Remember, it’s probable that the majority of your regular volume is impelled by trading systems, not investors (so if you know nothing about those systems, how can you give accurate answers?).

3. Comprehend the short-term market-structure view so you can maintain long-term peace of mind.

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About the Author

Tim Quast is a fifteen-year Investor Relations veteran and founder and managing director of ModernIR.com, which parses and categorizes over a half-billion shares per week with its trading intelligence systems. More information is at: www.modernir.com

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