Going A Little Further....

One of our previous posts talked about using different marketing approaches for different market segments, but what exactly is a market segment and how do you understand yours? Themanager.org describes a market segment as a group of people who are similar in the way they react to promotion, communication, pricing, and other marketing variables. Of course, every customer or potential customer will react in a way unique to that individual, but since it’s not possible to develop a separate marketing approach for every person, you can instead group individuals by things they have in common. This in turn allows you to develop a standardized marketing approach for each segment that you serve or want to serve.

Social media isn't just designed for downloading funny videos or collecting online friends. It can also be the perfect tool for generating sales leads for your business. What makes social media networks so important in marketing?

Columbus, OH is an extremely competitive market in the higher education sector and why not when almost half of our DMA has sought out some sort of higher education whether it is a few classes here and there, a bachelor’s degree, or an associate’s degree?  In the local area there are many competing colleges and universities all fighting for their share of potential recruits.  Communicating the value your institution provides will be vital for institutions that want to survive and thrive.

Different market segments require different marketing approaches. As a recent post pointed out, marketing to technology-savvy Millennials who use social media requires a different strategy than marketing to retirees more comfortable with print ads.

It is easy enough to say that the main goal of most business owners is to increase sales and revenue within their organization. But, for many, this is often easier said than done. Here are five keys to increasing your sales and how you can go about implementing them in your own business.

Generation Y, also known as the Millennials, is the demographic group that immediately follows Generation X. There are no precise dates for when Gen Y starts or ends, but most marketing practitioners peg the start year to be 1977 (which irks me to no end since I am 1976 born…and that puts me back one whole generation!)

Many restaurants, retail shops, and other establishments in Columbus, Ohio understand the importance of local internet marketing as part of an overall advertising strategy. But what about doctors, lawyers, dentists, veterinarians, accountants, chiropractors, and other services? Here are a few reasons why local internet marketing in the form of SEO (Search Engine Optimization) is important for these professionals.

It’s now been just over two weeks since we launched the new format of the newspaper in our market on January 28, 2013. A lot has happened since the time we launched the new format and now. We have had unprecedented reader feedback, great conversations with our advertising community and innumerable inquiries from other publishers across the country.

Face it the economy is tough and running a small business can be even tougher. Competition is fierce, time is tight and sometimes budgets are even tighter. But there are some things that a small business, or any business, can do to help save advertising dollars, increase efficiency, and move ahead of the competition. Following these simple advertising tips can make big difference.

For years industry pundits have been trying to figure out how to remain relevant and engage newspaper readers across the world. We have had publishers try the Berliner format, web reductions, stitched tabloids, eliminating distribution on specific days of the week, and in fact, some going all the way to eliminating the printed edition altogether.