Changing Your Marketing Strategy in an Economic Downturn

Sunday, October 19, 2008 11:58
Posted in category Tools for Business
You’ve spent years building up your brand to represent a high quality product. Your customers recognize quality are willing to pay more money for your product. Now you are faced with an economy where people are cutting back on spending. Is it time to change your brand to reflect these economic times?

If you change your image, you become just like the competitors. Don’t do it. You’ve spent years convincing the world you were one thing, and now you want to become something else overnight?

Instead, focus on smaller offerings. Instead of marketing a Gucci handbag, focus on a Gucci wallet. Instead of marketing a high end lobster dinner for two, advertise your lobster bisque special. Your customers are still there, and still want your product. You are still viewed as the best on the market. Take advantage of it.

e-Mail Marketing

e-Mail Marketing

How to Start a Blog

Sunday, October 19, 2008 11:11
Posted in category Tools for Business

Blogging is now incredibly easy. If you have thoughts, you are qualified to start a blog. That’s the hard part.  The technical stuff is the easy part. Here’s how:

Go to Wordpress.com and sign up.  There.  You’re done.  Instant blogging.  Good for everyone who wants to share thoughts with friends and family.  But, if you want to take your blog to the next step, and perhaps make money blogging, you’ll need to take a few more steps.

Hosting your Own Blog
 

Think of a clever name for your blog, register the domain name, and find an inexpensive web host for your new website.   You can do this all from the same place with a reputable web host.

  •   Blog Hosting Blue HostAn excellent choice for this is Blue Host.  With the push of a button WordPress is installed and you have technical support to help you if something goes amiss.  You can register the domain name, choose a hosting plan and be off and blogging in minutes.

 

HostICan is another excellent choice for hosting your new blog. It is $6.96 per month and offers WordPress installation, as well as templates for websites and e-Commerce applications.

 

 

Signup with Feedburner to make it super easy for people to subscribe to your blog.  Feedburner allows your viewers to subscribe via a reader, or via e-mail.

If you don’t already have it installed, download the Feedburner plugin for WordPress.  This will reassign all of your RSS links to your feedburner account.  You can then track how many subscribers you have.

If you would like to make money at blogging, start looking at affiliate programs which will pay you for referrals.  A good place to start is Google Ad Sense.  You earn a few cents each time someone clicks on one of the links.   The more visitors you get to your site, the better your chances of someone clicking on one of those links.  Cha-ching!  We’ll have more reviews of affiliate programs in future posts.

Instant Professional Blogger

If you want to immediately become a professional blogger earning money for posting, but aren’t quite ready to host your own site, try Today.com.   You are paid by the post, and by the number of people who visit your blog.  Your blog can be up and running in minutes.  Just add content!

Mervyn’s, Linens and Things, Sharper Image

Sunday, October 19, 2008 10:13
Posted in category Business News

Last week we heard of the bankrupty filings of Mervyns and Linens and Things. Large retailers with major competition, and an economy where people are not purchasing new homes to decorate. In the recent trends of mega mergers, it was interesting that Bed, Bath and Beyond did not purchase Linens and Things.

Target, Inc sold Mervyns in 2004 for $1.2 billion. The purchasers, a private equity group including Cerberus Capital Management and Sun Capital Management promptly took control of the real estate and leased it back to Mervyns at a much higher rate. It used these proceeds to finance the acquisition. In a time of cost cutting and declining revenues, Mervyns was faced with an increase in expenses, which has ultimately led to its bankruptcy filing. Mervyns has sued the investment group and the outcome should be interesting.

Sharper Image which had filed bankruptcy and liquidated stores in February made an interesting annoucment; it has signed a $540 million licensing agreement with manufacturer HoMedics. Those gadgets it was so well known for will continue to be available. The company website states “Sorry to keep you in the dark, but there is something big coming soon.” In a press release the company stated it is transforming from a retailer to a “a global lifestyle brand licensor.” What the heck? Reading on it states that the company has “developed a global licensing strategy for wholesale, e-commerce, catalog and direct-to-retail (DTR) businesses.” Fancy talk for marketing products under the Sharper Image brand and selling them to brick-and-mortar and website retailers.

The Future of Small Businesses

Sunday, October 19, 2008 9:38
Posted in category Business News
99.9% of the 27.2 million businesses in the United States employee less than 500 workers. 20.4 million of those are sole proprietorships with no employees. It’s Joe working for himself. 80% of new jobs are created by these small businesses. 97% of all exporters are small businesses. The numbers speak for themselves. Small businesses are the backbone of our country. They are what allow any person with any background to make their own way, and their own fortune. And slackers aren’t allowed. You are not going to make that fortune without putting in long hours, your own money and all of your free time.

As our economy stuggles, the small businesses struggle more. As the large banks get a $700 billion influx of capital, the small businesses are getting nothing. Those that work 9 – 5 corporate jobs in the large investment banks happily remain employed with steady paychecks while those that work 18 hour days in their own companies struggle to keep their doors open.

As my 11 year old son was reading over my shoulder, he innocently asked a question that changed my focus of this particular article: “Mom, what would life be like without small businesses?” My reply was that life would not be good.

“Would Staples still be open?” We had recently purchased school supplies at Staples.

“Yes, Staples is not a small business.” I replied.

“Would Cold Stone still be open? What about EB Games? What about Panda Express and Pizza Hut?”

This made me pause. Everything my son had mentioned was a big business. If the small businesses dissapeared tomorrow, would my son even see a difference in his life?

So we had another discussion on what small businesses we frequent. We own a couple of restaurants, Andrew’s Rib Shack, so those naturally were on the list.   Our dream, like many entreprenuers’ dreams, is to someday take our unique cooking style and business model and franchise the concept; to turn our small business into a big business.  That’s not happening anytime soon in this economy. 

Our dentist is a small business.  We frequent a number of independetly owned restaurants.  Our accountant, our auto mechanic and our plumber are all small businesses.   But  to really see the affect of small businesses, you have to look at corporate American and travel up and down the supply chain.  Ford may manufacture the car, but many of the suppliers of its parts are small businesses.  Many of the dealerships that sell the cars are small businesses.  Many of the print shops which print marketing materials for the dealerships are small businesses.  Many of the repairmen who maintain the copiers at the print shops are small businesses.  When those huge companies go out of business, so do the small businesses that support them.   It’s the trickle down theory.

So, to tie this back into the banks, the billions going in the back door from the U.S. Government need to be going out the front door to the U.S. businesses that need the funds.  It doesn’t take a rocket scientist to see what will happen if the balance sheet doesn’t even out.

Top Places to Host Your Website

Sunday, October 19, 2008 9:24
Posted in category Tools for Business

When I opened my first online store over ten years ago I paid $150 a month for hosting.  Ouch!  Today you can get a better package than what I had for less than $5 per month.   It will pay off to do some basic research into technical support options and control panels to make sure the companies offer the services you need.  Most hosts offer multiple domain names, unlimited e-mail and pre-made scripts. The hosts listed below are a good place to start.

Hosting plans for under $10 a month

  • Host Rocket Hosting from $4.99 per month

  • Lunar Pages Hosting from $4.95 per month

Lunarpages.com Web Hosting

  • Blue Host from $4.95 per month