Archive for March, 2010
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Marketing is one of the key determinants of business success and profits. Unfortunately many companies make common mistakes with their marketing. Here’s a few of these common mistakes.
Using institutional advertising
Institutional advertising is about creating brand awareness and establishing what that brand stands for in the mind of the consumer. Most television advertising is institutional and it is often used by larger companies as a way of promoting their brand image. It doesn’t ask for a response to a specific offer. For most businesses institutional advertising is a mistake. Far better to attempt to engage your prospects at an emotional level with a specific offer that solves their problem.
Chasing new customers at the expense of existing and past customers
Many customers leave you because of perceived indifference; not because you actually did something wrong, but because they think you didn’t appreciate them. This could simply occur because you failed to stay in contact with them and someone made them another offer that they decided to go with. The best bet is to stay in contact with your customers on a regular basis; seven times a year is a good number and much of this can be done using email. Promotional gifts like pens and mugs are a nice way of keeping in touch and saying: “Thank you for your business.”
Trying to achieve a goal with a one-shot campaign
Your prospects need to see a message between four and seven times before they will be convinced to try something new. No single marketing shot can get this result unless the offer is very good.
If your budget is limited, focus on targeting a smaller group rather than a larger one. A classic example is direct mail. I have been guilty of sending out thousands of letters to everyone I know only to receive a poor response. A smarter thing would have been to select a smaller group and have a series of mailings.
Being tactical not strategic
Marketing is about strategy, to gain new customers, to have customers spend more money when they interact with you, to encourage customers to return and so on. The strategy is the message you are delivering and the action you want the customer to take. The tactics are the particular methods you use to deliver that message. Often people choose the tactics then the strategy: “Let’s do a brochure! Great idea” “What do we want it to say?”
Choosing a tactic before a strategy is like jumping in your car, pulling out of your driveway and then asking, “Where do I want to go?” If you are thinking strategy first, you would ask yourself what message you want to communicate and the action you’d like to take, then you would think about the right way to go about it,
Not being unique
Advertising is like wallpaper; most people know it is there but can’t recall specifically what it is. This is not good, especially when you consider that a marketing study discovered that only 20 per cent of people could describe the wallpaper in their own home. Let’s face it, it’s hard to stand out in a market when people can’t remember things they see every day.
Research suggests that people are exposed to between 4,000 and 9,000 advertisements daily. Seth Godin talks more about this in his book Purple Cow (a must-read for every marketer). If you want people to talk about you, be unique. This may simply involve identifying what you do best.
What is one of the best ways to make your business stand out? In some industries it is hard to stand out. For example, commodity markets like petrol, electricity or building products. But regardless of what industry you are in, there is one way that will allow you to stand out in the marketplace. By choosing the thing you want to be known for, a unique selling proposition or unique buyer advantage, you can create a strong presence for your business. Unfortunately, this is easier said than done.
It is difficult for business owners to choose the thing that they want to be known for. It’s almost as if by saying “We offer the fastest deliveries”‘ you are saying that your quality is not good. But what if you think your quality is also worth mentioning?
Given the amount of advertising noise heard by customers and prospects on a daily basis, you are better off sticking with one message and repeating it over and over.
Take FedEx for example, they do many things right, but the only benefit they promote is speed : “When it absolutely, positively has to be there overnight”. This is a fantastic marketing slogan that is single-minded. It doesn’t tell you that they offer great value. It doesn’t tell you that their staff are the friendliest. It tells you that they are fast. By adding another four qualities, it would only dilute their message.
The key to choosing something to be known for is to emphasise your strengths. There will be things that you are really good at and things that you are okay at, learn to accept this and focus on your strengths. You can never be all things to all people, so focus on the prospects that you are likely to convert into customers and fulfil the needs that are important to them.
Keeping in contact with customers and prospects is a marketing strategy that many companies neglect. What better way to say thanks for your business, than promotional gifts? Promotional pens and promotional mugs are an excellent way of thanking your customers and keeping your name top of mind.
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Lipocavitation is a non invasive treatment which aids in the removal of localised fat deposits. It is great for people who are unhappy with a certain area of fatty deposits but do not want to undergo any invasive surgical treatment like liposuction. It is performed as a walk in, walk out treatment and there is no lengthy recovery period as with surgical fat removal.
A good candidate for lipocavitation is someone looking for fat removal from a specific area such as the hips, thighs, buttocks, stomach or arms. The treatment does not generally result in overall weight loss, but an improved contour in the localised treatment area. For this reason it is not suitable for an obese person and it is important to maintain a healthy lifestyle incorporating a healthy eating plan and regular exercise in conjunction with the lipocavitation treatments. It is also good to maintain a high fluid intake to aid in the removal of toxins from the body. Lipocavitation is ideal for those who have tried to shift the stubborn fatty bulges via diet or exercise and are aiming for a smooth and balanced shape.
The first step is to examine the problem area and determine the exact treatment area by marking up the skin. A thin layer of gel is applied and spread evenly, and then the handpiece is placed in contact with the skin. In the treatment the handpiece delivers low frequency ultrasound waves down into the subcutaneous or fatty layer of the skin, targeting the adipocytes or fat cells. The minute vibrations produce tiny bubbles within the fat cells which disturb the outer membrane and allow tiny collections of fat to be expelled into the surrounding area, which then is removed via the body’s natural energy and waste removal processes. This selective destruction of fat cells does not interfere with adjacent structures such as blood vessels and nerves and is therefore a very safe treatment. Lipocavitation is a painless procedure, though for some people there may be a little discomfort associated with the noise during treatment which ceases when the handpiece is no longer in contact with the skin.
Several treatments are required to see a noticeable change in the smoothness and contour of the area, although this will depend on the desired result and the location of the stubborn pockets of fat. The treatment duration will depend on the size of the treatment area however it can usually be completed in 30 - 60 minutes.
For more information about Lipo Brisbane and Lipocavitation Brisbane, please contact Image by Laser.
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Pregnancy is an exciting time; however it is also a challenging time in terms of health. Changes in hormones mean many women face various health issues including oral health issues, but as with other issues these can be managed effectively. How you look after your teeth and gums now can affect your baby’s health as well as your own.
Before pregnancy
Whether you are pregnant or not, everyone should maintain good oral hygiene. It is important to have a daily routine of care established so you have a good foundation.
Brush twice a day with a soft toothbrush and fluoride toothpaste. Use dental floss to clean between the teeth where a toothbrush can’t reach. Just these simple steps will ensure that plaque, bacteria and food remnants do not build up.
Also, visit your dentist regularly - if you are pregnant or suspect you might be it is important to inform your dentist as it may affect the type of care necessary for you.
During Pregnancy
There are many common oral health issues that pregnant women face. Again, simple steps can be taken to deal with each issue.
1. Plaque and gingivitis
When you are pregnant, hormonal changes may lead to an increase in the amount of plaque on your teeth. If plaque isn’t removed, it can cause gingivitis and even gum disease. Symptoms include swelling of the gums.
Some pregnant women suffer from ‘pregnant gingivitis’, with the condition most likely to appear in the second trimester. Here, hormonal changes induce bleeding in the gums despite the best possible hygiene measures. Your dentist can identify this. Gums usually revert to normal after the baby is born.
If not treated, gingivitis can develop into a more severe form of gum disease such as periodontal disease. Periodontal disease is a chronic bacterial infection of the gum tissue that supports a person’s tooth, where the bacteria start to move deeper and thrive in the gap between the gum and the tooth causing the attachment of the tooth and its supporting tissue to break down. If identified, this must be treated as a matter of urgency as gum disease had been linked to premature birth and low birth-weight babies.
2. Morning sickness
If you suffer from morning sickness and vomiting, the acid from your stomach contents has the potential to dissolve some of the tooth enamel, increasing your risk of acid erosion and dental decay.
To avoid damage to your teeth, don’t brush the ’softened’ tooth enamel if you have just vomited; wait at least half an hour. Rinse your mouth immediately with water, then smear some fluoride toothpaste or tooth mousse paste (available from your dentist) on to your teeth or use a fluoride mouthrinse.
3. Gagging
This can sometimes occur when brushing your teeth. If you feel sick, try to concentrate on your breathing while cleaning your back teeth. Alternatively, you may need to brush without toothpaste. A fluoride mouthrinse can be used after brushing.
4. Cravings
Cravings themselves are not a health issue but if you are frequently snacking on high carbohydrate foods, you may risk getting dental caries (decay). Try to vary the snacks you are eating and choose foods low in sugar, fat and salt but high in fibre. In addition, drink lots of water and milk.
Keys to maintaining good oral health
In addition to being aware of these specific issues, it is important to keep up with your oral hygiene routine of brushing twice daily, flossing and using a high fluoride mouthrinse and toothpaste.
You should also take care of your teeth and prevent dental decay by using fluoridated tap water for drinking and cooking.
Again it is important to keep visiting your dentist regularly to monitor your oral health. Your dentist will also be able to clean your teeth thoroughly of any plaque build up.
Your Babies oral health
Mothers-to-be can also directly affect the oral health of their babies. For example, babies begin to develop their teeth and bones in the fourth month of pregnancy. The calcium and phosphorus they need to do this comes from what you eat and, if necessary, from your bones. Your baby will need even more of these minerals when you are seven to nine months pregnant
The best way to obtain these minerals is through the intake of dairy products or, if you are difficulty consuming the recommended amount, your doctor may recommend calcium supplements. The recommended daily intake of calcium for pregnant women is 1,100mg during pregnancy and 1,200mg during breastfeeding. Also speak to your dentist about dental care for your new baby.
Looking for a Brisbane dentist? For a dental clinic and dentist in Mt Gravatt, Brisbane, contact TC Dental Studio today.
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