Chris Lambrecht’s 60 Second Impact
60 Seconds of Information Impacting You and Our Fast Forward Economy

January 2005 --

Estimated Reading Time: 60 Seconds Per Article

60 Second Articles
1. Five Major Trends That Will Change How We Target Prime Customers
2. Does Online Spending Mean Impending Doom For Retailers?
3. The Future Of TV Is Not HD

4. The 60 Second Close: How To Thrive In 2005

5. At What Point Should A Small Business Formalize Its Marketing?

1. Five Major Trends That Will Change How We Target Prime Customers

1. The iPod World:
   Currently under-estimated, we are living in a private listening “iPod World,” which means it is going to be harder to reach the millions of iPodians, who all have money to spend.

2. Word Of Mouth Buzz:
   Specific word of mouth marketing tactics will complement and sometimes even replace normal mass media. Companies will “plant” their products into specific events and areas where their target audience congregates.

3. Instant Messaging & RSS:
   Email, even though it is choked with junk, will never disappear, but its use as an accurate delivery medium to prime target groups and specific subscribers will decline and be replaced by Instant Messaging and Direct to Desktop RSS feeds.
   
   
4. Online Advertising Alternatives:
   Millions and millions of people are on the Internet on a daily basis, outdrawing the majority of TV shows. As a result, Online Advertising will blossom as a prime advertising medium because of cost efficiencies, the ability to target, and more importantly, the ability to be measurable and accountable. Also contributing to the rise of Online Advertising will be the popularity of DVRs, with their convenient ability for consumers to skip the commercials.

5. Web Cast Infomercials & Educational Demonstrations:
   As broadband expands, companies will utilize web casts as a way to offer specific information to their customers. Imagine a private “Web Cast VIP Sale” being held by a retailer.

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2. Does Online Spending Mean Impending Doom For Retailers?

• The surge of online spending each year begs the question, “What does the future hold for major retailers?” What strategies will be implemented to get customers to leave their computers and visit the stores? The secret may lie in a form of “Super Service.”
  
• Although everyone claims to offer great service, only until a real-life human emotional chord is struck between the customer and the company -- kindness, a smile, a handshake –- is “Super Service” truly established.

• When a flight attendant on Southwest Airlines uses a creative, humorous way to explain the safety procedures, we all smile and will remember that experience. When a restaurant owner takes the time to personally introduce him/herself to you, you remember that experience also.

• “Super Service” is much more than on-time delivery of your product; it’s a type of service that goes beyond the norm of expectation and builds an emotional bond.

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3. The Future Of TV Is Not HD

• More people are spending an increasing amount of time on the Internet with that extra time being taken away from television viewing. Television executives, even with the advent of HDTV, have noticed this trend and aren’t idly standing by, expecting HDTV to be their saving grace. They want TV to be part of the multi-media experience.
  
  
• Look for integrated computer-television, cell phone-television and PDA-television products to hit the market in the very near future. Technology does eventually modify behavior, and does so for the youth demographic sometimes quite rapidly.

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4. At What Point Should A Small Business Formalize Its Marketing?

· Most principals of companies that I initially talk with know they need to do a better job with their marketing efforts, and many of them realize that good marketing will eventually reduce the cost of sales. However, many of them just can’t afford a full time marketing person with the “right” qualifications to help them.

· That’s why we’ve come up with a new offering, our small business marketing planning optimizer. The cost is only $6,000, and you receive the following:

· Initial consultation

· Summary Marketing Plan and Strategy

· Ongoing consultation for three months

· Preferred rate for collateral materials and printing

· Ten additional hours of consultation throughout 2005

· To qualify, your business must be at least three years old and under $20 million in annual revenue. (Out of town travel is not included). If this plan interests you, ask about our promise. Email chrisl@intellmkt.com today.

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5. The 60 Second Close: How To Thrive In 2005

• If last year was any indication, we are in for another year of huge changes in how we market to potential customers. The connections to reaching them are constantly changing. If you want to make sure you connect to your customer base this year, then let us know. When your traditional means of connecting show signs of wearing out, we’ve got new ones -- the ones that will help your business thrive far beyond 2005.
  

Happy and Prosperous New Year

Chris Lambrecht

Intelligent Marketing Solutions

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