The Context Machine

The small time promoter has to work hard and on a shoestring to get an audience of a few hundred people to fill a venue. Flyers, word-of-mouth and media name checks are some of the tools promoters use to fill small venues or club nights. Building a loyal following from grassroots is no easy task. Considering the amount of effort that can be required to fill even the smallest of venues it is surprising that very few promoters capitalise on their efforts and use the actual event to maximise the opportunity to encourage further audience contact.

With a little thought and small outlay online surveys can be used to provide the promoter with valuable feedback and the opportunity to engage in further contact with the audience. Using an online survey website such as www.surveygalaxy.com a promoter can now quickly and easily create an online survey.

With an online survey a promoter can find out exactly:-

• who attended;
• what persuaded them;
• what they thought of the event;
• would they expect to attend again;
• would they recommend future events to their friends.

A good way to ensure a good response is to have a supply of business sized cards that are marked clearly with a slogan like “Feedback”, “Your opinion counts”, “Tell us what you thought”. Each card would have a web address pointing either directly to the survey or to a website where a link to the survey can be placed. The cards can be issued at the door with the tickets, or handed out among the audience and being the size of business cards they are small enough to be stuck in a pocket, purse or wallet. It may not even be necessary but a small incentive wouldn’t harm the response rate perhaps the chance to win a free guest pass for a future event, a signed CD or T shirt.

Using the results from online surveys the promoter is able to:

• Obtain a profile of the audience
• Gauge the overall success of the event
• Measure the effectiveness of different promotion
• Receive feedback on the venue and facilities
• Receive feedback on the act
• Promote on a one on one basis
• Build a targeted database for future events
• Build a loyal audience
• Link to merchandise and other promotions

Considering the effort that it takes to promote an event and the little extra effort required in using online surveys to encourage further contact and all the immediate and long term benefits that will bring - could it be any easier?

The following example shows the feedback that could be used for a breaking band. It not only gathers valuable feedback, but continues to promote the band, their CD and gives the opportunity to encourage further contact.

Sample Survey

To view the summary results of the survey: Sample Survey Results

Martin Day is a Director of Survey Galaxy Ltd a web site that allows anyone to create, design and publish online surveys. For more information please visit http://www.surveygalaxy.com

The diversity of human cultures on our planet is a whole subject by itself. I
am not referring to the cultures themselves, but to the differences between
them. It is not always easy to define a culture in a few words. Some may say
that to do so is to stereotype the varied people that make up a given culture.
But surely there is a mean average that one can arrive at? After all, we all
stereotype, don’t we? One of the main functions of the brain is to make
assumptions using stereotypes of the people, animals and objects we come across.
It is simply not possible for us to function without this ability. We make human
judgements based on our experiences and perceived knowledge.

For instance, if someone was to rush towards you with a raised fist, you
would make a rapid assumption that they were about to attack you and would
respond accordingly by running away or defending yourself. If, before this
happened, you were to somehow switch off your brain’s ability to make
stereotypical assumptions, you may have just stood there and dumbly watched the
fist come towards you. In most cases, these assumptions are an essential element
in our ability to live. Fire is hot, ice is cold, fast cars can kill and, flying
fists can hurt! Of course, stereotypical assumptions inevitably lead to
mistakes. A good way to exploit this is by using optical illusions. These almost
magical images fool our mind into making the wrong assumptions about the
curvature of a line or the direction of a staircase, for example.

Although making stereotypical assumptions can lead to mistakes, it amplifies
the ability of our senses and our brains. Making an assumption is a short-cut
way of weighing up a situation. The more important something is to us, the more
we (or we should) weigh it up. If something is trivial or fleeting, then we rely
more heavily on our stereotypical assumptions. A great example of this is
marketing. If a reader flicks through a magazine, they may give the ads a
cursory glance. Now put yourself in the position of the publisher and the
advertisers. The marketing people know that the reader’s attention span is
limited and will be relying on stereotypical assumptions. As a marketing person
you will do your best to surprise or even shock the reader so that they stop and
look at your ad. Bold headlines are just the starting point. Striking images can
be critical.

If you are selling fire alarms, the bolder and more striking the ad, the
better; but what if you are selling something far more subtle and stylish? Let’s
say you are marketing cosmetics. A crash bang headline may grab the reader’s
attention, but what message does it send? Are you selling crash bang cosmetics?
If your ad is too brash, then the assumption will be made that your cosmetics
will also be brash. Ads that need to convey a stylish message need to be stylish
in themselves. Yes it is possible to be so stylish that people stop and take
notice. Put a lot of light space and a beautiful face - perhaps a uniquely
beautiful and stylish face - in an ad and you just may make people notice. Not
only that, they will also assume that your company and your products share this
style.

Some people may shy away from stereotyping, but the marketing people are
using it all the time. You may run a small business that brings members of the
public to your premises. If you run a bar or restaurant, have you also
considered the power of us humans to make assumptions? In the catering trade the
expression first impressions is surely engrained on all business owners
and managers. When a customer walks past or in your establishment for the first
time (or after a refurbishment), they will make instant assumptions. They will
walk right past or out again if these assumptions do not meet their
expectations. It may be that the waiter’s tie is not straight, or it may be
something more fundamental like bad decoration. Even more importantly for a food
premises, they may see a flying insect darting around the restaurant floor. If
this happens it may be too late - the customer will surely be on their way.

This is why fly killer machines are so important. There is no point in having
one just to comply with hygiene regulations. They must also be good at killing
flies! The ultra violet lamps need to be changed regularly (at least once a
year). Oh, and even if you have the best fly killers on the market - the
Insectocutor range from Arkay Hygiene are in this category - don’t forget the
style! If your fly killer is to be within sight of the public you will need to
have a stylish model that is still functional and will do the job. One of the
best models that will cover these requirements is the Insectocutor SE30. This
kind of detail is important when you want to leave a good first impression on
your customer.

Stereotyping is what we humans do. If you sell products then don’t forget
this simple fact. You will usually only have a fleeting moment to impress the
public with your offer. Make sure that the stereotype that they assign to your
products is a positive one.

Vernon Stent is the marketing consultant to Arkay Hygiene. The SE30
can be seen at their fly killers website at http://www.eeeee.co.uk

If you are like me, and love your business, you certainly want to grow it to be as successful as possible. Whatever product or service you offer, wouldn’t you be willing to nurture it through the number one way to marketthe internet? Especially if you realized all the benefits?

You want to market online because…

1. It’s less trouble.

You don’t have to be a polished presenter to market your product effectively Online. While speaking to groups in person does give you instant credibility, it takes a great deal of preparation time for your talk, your materials, and your wardrobe.

At your computer nobody cares if you’re in your jeans and tee shirt. You don’t have to run to the copy shop or printers either. Your talk translates easily into a short article. It’s far easier to write a how-to article that you can edit several times at your leisure, and send it immediately by just clicking a button. It’s less trouble to write compelling sales copy to attract new book buyers or clients.

2. It’s non-threatening to the less brazen promoter.

You don’t have to “sell” your product. Over the Internet, you won’t meet sales resistance or rejection face-to-face. Even if you are good in public situations and can present yourself clearly and confidently, it’s far easier to pitch yourself through the printed word.

People Online are ready customers when they find you. As your target market, they want information, and appreciate the instant delivery of your product as well as the ease of ordering it online.

3. It’s so convenient.

You don’t have to schlep your product around with you. You don’t have to keep track of inventory. When you sell eProducts such as eBooks or eSpecial reports you don’t have to wrap, stamp, or mail them.

4. It’s less time investment.

Online marketing saves you time because you can do it all from one location.

Attending meetings or giving presentations take prep, driving in traffic, and several hours out of your day. You may not make a sale for months. At your computer, your messages shoot out to thousands instantly, and you haven’t even had to put on panty hose!

5. It’s much less money.

You can start your business with little capital. Most online business locations are at home. Web sites have become our virtual office. Compare the costs to maintaining an office to maintaining your site. Instead of thousands of dollars a month, it’s only hundreds. You can hire a virtual assistant from a local high school for a reasonable fee, that more than pays for your increased sales.

6. It’s vast with endless possibilities.

While you may not be a millionaire right away, it’s probable, that in time, you could be one. The World-Wide Web awaits your unique creation. People are ready to buy every day. They visit web sites to get information. It may as well be yours. Even with modest time investment, you’ll reap vast rewards.

7. It’s supportive of the entrepreneur and small business.

You can exchange information, ideas and find mentors and other qualified professionals to assist you in your online adventure. People are so friendly online.

8. It’ a grand adventure.

You meet wonderful people from all over the world, who want to know you, and even buy from you. You learn from them and they from you. This viral networking is networking at its best.

Just remember, like a garden, a new venture takes time to be planted, watered, and nourished, weeded and ultimately harvested. Don’t give up too soon. Keep your patience going, and enjoy the process.

Coach Judy Cullins works with small business people who want to make a difference in people’s lives, build their credibility and clients, and make a consistent life-long income with a book. Author of 11 eBooks including Write your eBook or Other Short Book Fast, she offers 2 free monthly ezines, “The BookCoach Says” and “Business Tip of the Month,” at http://www.bookcoaching.com and over 215 free articles. Judy@bookcoaching.com. Questions and Orders: 866/200-9743

Customer Lifetime Value (CLV) can get a little tricky, but I’ll try to make it simple. By now you’ve probably heard the term yet may not fully understand how to use it effectively, if at all. That’s because every “Tom, Dick and Mary Marketer” have done their best to make it more complicated than necessary.

The hardest part of calculating CLV is figuring out exactly what your customers’ “lifetime” really is…. and the only accurate way to arrive at that number is by getting, storing and analyzing your customers’ data. Period. If you’ve been in business for a while, this should be easy to get, but if you’re a start-up you’re going to have to estimate this based on industry standards.

Although there are several ways to arrive at CLV, the easiest is to calculate:

1. The average length of time a customer stays your customer

2. The number of transactions that an average customer will have with you during that time and

3. The average dollar amount per transaction

Multiply these together and you’ll arrive at a usable number. But remember, junk in, junk out… so make sure your original numbers are accurate!

Once established, you can use your CLV as a benchmark for developing a realistic customer acquisition (or retention for that matter) budget. For example, let’s say you find out that your average customer:

1. Stays with you for 5 months

2. Purchases something from you 3 times per month

3. Spends an average of $2 per transaction

In this case your average CLV would be $30. Based on this, it would be foolish to spend even $20 to gain one customer… you’d be left with little, or no, profit (unless of course, your margins are outrageously high). On the other hand, your customers may hang in there for 22 months, spend $20 per transaction and purchase from you a greater number of times. Since your CLV would be much higher, you could afford to pay more to gain a customer. Again, the specifics differ widely and there are many factors to consider, Also note that this does not include any costs associated with preserving this customer relationship. In the real world these must be included.

It is crucial that you understand your CLV and use it to guide your communication decisions! (A good book on this subject is Donald Lehmann and Sunil Gupta’s, “Managing Customers as Investments”… visit our website,
www.StrategicMarketingAdvisors.com for a review and ordering information.)

3. Your specific goals, such as:

* Acquiring “x” numbers of new customers

* Increasing the number of current customer transactions

* Increasing the length of time your customers remain your customers

4. Proposed media costs and actual/forecast response and sale rates (you can find these out online or from any reputable advertiser)

Once armed with this information, you’ll be in a good position to choose. Here’s an example of how this might work. Let’s assume the following:

* I am a widget retailer

* My goal is to get 1,000 new customers this year

* I will get 200 customers whether I do “anything” or not… (for example word-of-mouth, walk- ins, etc.)

* That means, I need to acquire the remaining 800 using some form(s) of advertising

* I can spend $40,000 to “buy” these 800 new customers

* My CLV is $40

* After careful consideration, I decide to conduct a direct mail campaign

* Based on my careful research and experience, I know that I can sensibly assume that 1%

of my audience will respond by calling (called a “response rate”) and that 80% of the responders

will become new customers.

* Given this forecast and my goal of 800 new customers, I know that I’m going to have to mail out

100,000 sales letters.

* As luck would have it, the cost to create, print and mail one letter is 37 cents (using 3rd class

postal rates) which comes to $37,000… leaving me with a $3,000 “fudge factor”

So, let’s see where I stand…

1. The campaign cost is well within my budgeted amount of $40,000, my forecasts are reasonable based on industry standards and experience, and can realistically accomplish my goals. So everything is perfect, right? Wrong.

2. 800 customers with a CLV of $40 will result in revenues (over time no less) of only $32,000! That’s called a losing proposition!

What should I do?

1. In the short term, find out if there are less expensive advertising vehicles that may bring you similar results.

2. Find ways to reduce the direct mail costs without sacrificing response and sale rates (e.g. one color vs. four; lighter paper stock).

3. Identify ways of increasing the sales rates (for example beef up the offer; send to more people - you’ll get economies of scale this way so the per piece price will drop dramatically and you’ll acquire more customers)

4. Offer added products to increase your customer’s average transaction amount

5. Institute robust retention programs aimed at increasing the longevity of your average customer

Although this is a very simple example of how CLV works, it clearly demonstrates how important understanding it is to your business. Without considering CLV, you’ll be shooting in the dark - potentially wasting thousands of dollars and commiting serious, or even devastating, blunders.

Mary Eule specializes in helping small and medium-sized businesses get and keep profitable customers. Formerly a Fortune 500 marketing executive; founder of two successful small businesses and award-winning speaker, Ms. Eule is President of Strategic Marketing Advisors, LLC. and co-author of a new book, “Mandatory Marketing: Small Business Edition”.

She has a BA in Journalism/English from the University of Maryland and earned her a master’s degree in marketing from Johns Hopkins University. Log onto her website: http://www.StrategicMarketingAdvisors.com for free articles, newsletter and helpful marketing tools, tips and templates… and/or to purchase the book.

Some writers on an online article submission site have decided that purposeful miss spellings or any miss spellings are not in keeping with the quality necessary to help such websites. In fact these folks want to make a rule against it? Well I just so happened to be the most prolific online article writer on the Internet with nearly 5600 articles and so I took a sample of all my articles and titles and copied them into a Microsoft Word File and ran spell check.

Okay so here is the deal. I have 5580 articles or 161 pages of titles and I have here some 220 Titles with theoretically miss spelled words. With 35 titles per page that is 6.2 pages of the 161 pages with miss spelled words in the titles or supposedly miss spelled words. Personally some might have a problem with this, I sure as Sheet don’t.

Of these words many are industry words or words in everyday speech, the news, newspapers, scientific words. A few are purposely miss spelled and about 10% are mistakes frightful indeed, makes one look bad, however if there are 22 mistakes in Titles of 5500 articles, I can accept that error of .05% that is ISO 9000 certifiable or Six Sigma Black Belt quality. The Industry words, which are correct but spell check shows incorrect are about 80% of the 220 miss spelled word titles. Personally I see no reason for a rule against miss spellings in titles of online articles, as I believe no problem exists that is worthy of mention. Consider this in 2006.

“Lance Winslow” - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/wttbbs/