60 Seconds of Information Impacting
You and Our Fast Forward Economy
May, 2005; Estimated Reading Time: 60 Seconds
60 Second Articles
1. Saying Goodbye To Overture
2. Saying Goodbye To The Phone Book As An Information Source
3. The Number One Marketing Lesson They Don't Teach You At
Harvard
4. The 60 Second Close: And Just When You Thought It Was
Safe
5. This Month's Wine Recommendations
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1. Saying Goodbye To Overture
- The
name that started the pay per click revolution, Overture, has undergone a
name change. Although few understood what Overture really stood for, it
eventually became part of our everyday Internet vocabulary. As a
wholly-owned subsidiary of Yahoo Inc., Overture will be re-branded as
"Yahoo! Search Marketing Solutions."
- In
other words, say goodbye to a familiar name already deeply rooted in our
minds, which leads us to ponder if this name change will turn out to be a
classic marketing mistake.
*********************
2. Saying Goodbye To The Phone
Book As An Information Source
- EMarketer
Daily (4/3/05) reports that a new survey completed by The Kelsey Group
shows more people are going to the Internet search engines for their local
information -- phone numbers and addresses -- rather than their phone
books.
- In the
same article, it was also mentioned that AdWeek had reported a heavy
decline in phone book usage, especially in those households with Internet
access.
- Once
people experience the ease of a local search on the Internet along with
the additional amenities -- not only the phone number, but the driving
directions and a storefront photo -- it's difficult to return to the big
book.
*********************
3. The Number One Marketing
Lesson They Don't Teach You At Harvard
- The
most effective means of increasing sales is simple going out and inviting
people to experience your store, your product or service.
- Over
the years, we seem to have lost the art of inviting -- going out to the
neighborhood and being a "politician" -- collecting votes to get
people to try our product. The power of a smile, a handshake and a verbal
invitation can have a dramatic and positive effect on your business.
- Any
successful restaurateur will tell you that this works.
**********************
4. The 60 Second Close: And Just When You Thought It Was Safe
- Just
when you thought it was safe to close your "Customer Acquisition Tool
Kit," along come new ways your potential customers are getting their
purchasing information. What happens if you're not included within this
new source of information?
- If
your customer is reading Blogs, you should consider having one. If your
customer is using Google or Yahoo as a local source of information, you've
got to be there.
- It's
no longer safe to play it safe. You have to keep adding new marketing
tools as dictated by your potential customer -- and these tools are coming
out fast and furious. If it boggles your mind on how to get started with
all of these new tools, then start with us. Call us. We'll help you get
there.
*********************
5. This Month's Wine Selections
Clancy's 2002, by Peter Lehmann, from Barossa, Australia.
This is a little expensive at some wine stores but is about $15 at Costco and
should be the same at Green's Minks, etc. if they will order a case for you.
This wine is produced from four different grapes: Shiraz (54%), Cabernet
Sauvignon (22%), Merlot (12%) and Cabernet Franc (5%). For the price, it's a
BIG red in taste, if not impressive in bouquet.
Estancia Monterey Pinot Noir, 2002. This Pinot is almost unbelievable
at this price, about $10. A well-balanced fruity texture of raspberry and
strawberry tones with a very smooth finish. This would be a decent buy at twice
its current price. With the current popularity of Pinot's due to Sideways
viewers, buy a case or two now.
Best Wishes
Chris Lambrecht