advertising Archives - Dennis E. Gilbert

02
Jul 19
-

Spend More, Get More, or Less

Tags : advertising marketing money ROI spend

Most would likely quickly agree that it requires spending some money to make some money. Advertising, marketing, and research and development, they all cost. Are you going to spend more?

One way to beat the competition is to outspend them. We see it in political campaigns, the pizza chain, and entertainment venues.

Should You Measure ROI?

The risk becomes about the return on investment. Unless of course, the metric of measurement is to dominant and annihilate. Still the question often comes back to, “At what cost?”

Spending your way out of problems or the consideration of spending your way to success has perceived value, but what is the cost?

Small and large businesses want to make the most of the Google search algorithm. We call it organic search results. It means we are not spending, at least not directly.

Sure, plenty of businesses spend money on social media and Google advertising. Do they get their return on investment or is it about beating the competition in that space?

There is a saying, “The best ideas sell themselves.”

Should you spend more?

Spend More

Spending more is always an option. If you have the cash, or the investors cash, you can certainly spend your way to some higher numbers. Will it be a positive return?

Gas station style convenience stores are well known for building across the street from each other. Who will win? Can they outspend?

Certainly, merchandising and service will play a role, and so will low price.

The hope may be that eventually one will destroy the other. Bring them to their knees, knock them down, and run them out of town.

What are your metrics?

If you are not measuring for quality, interest, or engagement, you may have to be prepared to buy your way to success.

-DEG

Dennis E. Gilbert is a business consultant, speaker (CSP^TM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.

10
Jan 19
-

Personal Marketing, Are You Marketing or Advertising?

Tags : advertising brand marketing personal

Your personal brand is important. It is important for the people and teams that you engage with, the committees, the meetings, and especially for demonstrating leadership. Are you doing personal marketing?

Yes, you are. If you arrive and are present, perhaps even if you only arrive, you are marketing.

Advertising, conceptually is more about content and campaign dollars. Marketing is generally accepted as inclusive of advertising and so much more.

Everyone Watches

In the workplace, all eyes are on you. This is especially true if you are a supervisor, manager, or other designated leader. What you do and how you perform is marketing.

In the committee meeting you have a voice. Even if you choose silence, that is part of your personal marketing.

That Facebook or Twitter post, marketing. Instagram, yup, marketing.

When you apply for the new job or the promotion, marketing.

Standing nearby the coffee pot chatting about politics, religion, or the best place to buy shoes. Yes, more marketing.

Believe it or not you have a voice in nearly everything that happens.

The committee bickers and argues. Social media threads go on for days, may ignite anger, and tarnish opportunities for something constructive. All of this is marketing.

One of the challenges is understanding what is being seen or heard. What are the impacts?

Personal Marketing

Every day you have an opportunity to improve your marketing. You can self-monitor, fact-check, and adjust for harmony instead of destruction.

Occasionally, someone will tell me that they hate marketing. Too much work, too much psychology, and too hard to track the results.

A small business may claim, “We don’t do much marketing.” What they probably mean is they don’t spend a lot of money on advertising. Yet, they are always marketing.

The same is true for your personal brand. You’re always marketing. Even when you aren’t spending much money.

-DEG

Dennis E. Gilbert is a business consultant, speaker (CSP^TM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.

Dennis Gilbert on Google+

12
Apr 18
-

Attracting Customers The Facebook Way

Tags : advertising customers facebook zuckerberg

Do you want more clients, more customers, or to build your membership base? Most people believe that the way to do that is to get a bigger funnel. Big funnel concepts are inspiring, but are they targeted enough. Are you attracting customers?

The way most people think about more business is more awareness. The idea is that you have to get yourself out there, reach as many people as possible, and hope for a hit. It is the spray and pray method.

Social media has been the path where many are pointing, but will broadcasting on social media work?

The Facebook Way

Mark Zuckerberg just spent two days on Capitol Hill explaining Facebook and data. What was most alarming to me as I listened to some of the testimony was that many of the people asking questions (Senators, Congress) had very little knowledge of how anything data actually works.

Congratulations to the 60+ time billionaire on managing his time spent with the utmost respect, dignity, and patience.

Why does Zuckerberg matter when it comes to attracting customers? Simple, because he has built a platform that is likely one of the best and most affordable ways to reach a target audience. Provided of course, that the audience demographic you seek is using Facebook.

There is a catch though. The catch is that just because you’ve signed up for Facebook (for free) and you’ve connected to a few friends (for free) doesn’t mean that your target audience will be there, for free.

Additionally, it doesn’t mean that one hundred or so characters and a cool picture will be seen by (or attract) the World.

Attracting Customers

Social media provides a unique opportunity to hit many people at a very low cost. It doesn’t mean that the best plan is free. Mr. Zuckerberg and his team are running a business, which means free is never really free.

You still have to target your audience. Free broadcasts to one hundred, one thousand, or several million are meaningless if they aren’t your demographic. In fact, it could have a negative effect.

If you are interested in attracting customers, I suggest you consider how to do it through data. It won’t be free, but done properly it is currently the most cost effective option out there.

– DEG

Dennis E. Gilbert is a business consultant, speaker (CSP^TM), and corporate trainer that specializes in helping businesses and individuals accelerate their leadership, their team, and their success. He is a five-time author and some of his work includes, #CustServ The Customer Service Culture, and Forgotten Respect, Navigating A Multigenerational Workforce. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.

Dennis Gilbert on Google+

11
Feb 14
-

Spending Smart

Tags : advertising marketing money relationships spending

It seems reasonable that all businesses spend money on marketing and advertising efforts. People too, they spend their energy and resources on networking, relationship building, and future positioning.

Some businesses will just throw money at a problem; throw money at building their brand, or at marketing and advertising efforts. It doesn’t mean they are any smarter or better than businesses who spend less, it means that they earn enough through their endeavors or through investment to spend like crazy trying to make up for other shortcomings. Many believe the old idiom, “You’ve got to spend money, to make money.” Perhaps there is some truth to that statement.

People sometimes follow a similar pattern. Sometimes they spend with money, sometimes with only resources or their individual energy. People may pursue building relationships, monitoring who they hang out with, and even how they spend their leisure time. All in an effort to build relationships or an image that they believe will get results. Many believe the old idiom, “It’s not what you do, it’s who you know.” Is that the truth? Perhaps but is it smart spending?

Both businesses and people spend. It’s not about how much they spend. They don’t necessarily need to spend big—they need to spend smart!

– DEG

Photo Credit: Nick Ares and aresauburn^TM

Dennis Gilbert on Google+

Tag Archives: advertising

Jul 19

-

Spend More, Get More, or Less

Should You Measure ROI?

Spend More

Jan 19

-

Personal Marketing, Are You Marketing or Advertising?

Everyone Watches

Personal Marketing

Apr 18

-

Attracting Customers The Facebook Way

The Facebook Way

Attracting Customers

Feb 14

-

Spending Smart

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