Hello again!

Friend Peg Robarchek forwarded me a note the other day from a marketer who - through analogies - tried to shed light on different marketing strategies. It's funny, but misses the point on advertising and PR. I'll explain in this month's first article. We'll also share some thoughts from Guerrilla Marketer Jay Conrad Levinson on which audiences to focus your marketing resources.

Now, let's get started.

Cordially,

Harry Hoover
harry@hoover-ink.com

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Ink Briefs
Some readers have recently asked about building a freelance writing business while employed elsewhere. I won't identify them since they are employed, but I'll provide a little direction. Keep these two thoughts uppermost as you pursue your dream: write what you know and write about what you love.

Below are several resources that can help you in your march to freelance writing success.

Writer Gazette

Writer's Digest

Writer's Weekly

Writer's Market

Media Bistro



Do you think creativity is as important today in marketing as it ever was? A recent roundtable discussion with some of the country's top creatives looks at that subject. Check out Reveries for the rest of the story.



The US Department of Commerce has issued a set of business-ethics guidelines that it hopes will restore confidence in the US economy. Here's an excerpt.



If you are interested in brand-building, check out this article from Fast Company on Chris Lowe, the chief marketing officer at Coca-Cola.



Bonus Brief: here's a powerful new search engine I found. Check it out at Killer Info.




About Hoover ink PR

Hoover ink PR helps position businesses that are serious about their success. Then, we craft and deliver bottom line messages that ensure it.

Who are we? We're a marketing communications firm with more than 25 years experience in providing services to financial, high tech, real estate, tourism and consumer products companies.

From employee relations and media relations to collateral material and e-newsletters, we develop the programs and communication tools that will differentiate you from your competitors. And that's the bottom line.
 
  Faulty Analogies
I mentioned that a friend forwarded some analogies that purport to explain various marketing terms. Unfortunately, when it comes to advertising and PR the marketer got it wrong. Below are the analogies. At the end of the article, I'll explain how this marketer missed the point.

You see a handsome guy at a party. You go up to him and say, "I'm fantastic in bed." -- That's Direct Marketing

You're at a party with a bunch of friends and see a handsome guy. One of your friends goes up to him, points at you, and says, "She's fantastic in bed." -- That's Advertising

You see a handsome guy at a party. You go up to him and get his telephone number. The next day you call and say, "Hi, I'm fantastic in bed." -- That's Telemarketing

You're at a party and see a handsome guy. You get up and straighten your dress. You walk up to him and pour him a drink. You say, "May I" and reach up to straighten his tie as you brush your breast lightly against his arm. Then say, "By the way, I'm fantastic in bed." -- That's Public Relations

You're at a party and see a handsome guy. He walks up to you and says, "I hear you're fantastic in bed." -- That's Brand Recognition

You're at a party and see a handsome guy. You talk him into going home with your friend. -- That's a Sales Rep

Your friend can't satisfy him, so he calls you. -- That's Tech Support

Why are the advertising and PR analogies wrong? Let me provide the correct analogies in way of explanation.

You're at a party and you see a handsome guy. You pay several people to go up to him, point you out and say, "She's fantastic in bed." -- That's Advertising.

You're at a party and you see a handsome guy. Without prompting, your friends, old boy friends and others who have heard about you go up to him and point you out and say, "She's fantastic in bed." - That's Public Relations.

What do you think? Drop me a note at harry@hoover-ink.com

  Your Three Targets
Jay Conrad Levinson, the author of Guerrilla Marketing, says that at all times you have three target markets.

He says your first market is the largest but generates the least long-term profit. It is basically all carbon-based life forms in your geographic area. He says no matter how well they fit your customer profile they should be included in your efforts. Levinson says invest 10 percent of your marketing resources in this target audience.

Next, he says, your second target audience will generate substantial profits for you. It is the group that meets your customer profile. Levinson says they have the right psychographics, demographics, income and proclivity to buy. Invest 30 percent of your resources here.

Invest 60 percent of your resources in the third and tiniest, but most profitable market: your current customers. Levinson says, "It costs six times as much to sell something to a new customer as it does to an existing customer. So, by directing 60 percent of your marketing budget at current customers, your overall marketing costs will diminish."

I agree wholeheartedly with Levinson. Most likely you are focusing 100 percent of your marketing dollars on prospects and you are wasting your money. Follow the 60-30-10 rule and you'll be successfully marketing like a guerrilla.