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Wednesday, December 16, 2009

Different Size, Different Strategy...


Most of today's business leaders have been told since their days in college that to market their business successfully they need to "not step on toes." Now, on the surface this may seem like (and actually be) sage advice, however, I have a different take. If you're a smaller player in a niche market why not go BOLD. Let it be known that you're Christian, or Muslim, or African American, Native American, Traditional, Progressive, Conservative, etc. Make some noise...This is your chance to differentiate yourself from others and bring people that are like you to your door. And for those of you who are skeptical consider this well known mantra of advertising/marketing..."people buy what they know," and if they're comfortable with your belief system, point of view, etc. that's a touchstone that will engender feelings of comraderie that may just get them to use your service and/or buy your product rather than that of a competitor who has not planted their flag in the ground. If you're a smaller player, really, what do you have to lose? Just something to think about as you position your company and your corporate message for 2010 and beyond. Wishing all of you a Very Merry Christmas and a Happy, Healthy and Prosperous New Year!

Best Always,
Dave J.

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Friday, December 11, 2009

TURTH ABOUT TAXATION - middle class...


If you ever wanted the truth about increased taxation in a nutshell here it is. And the only reason I mention this on our blog is that some of you who read my random thoughts are small business owners and middle/upper-middle class Americans. Some of you may have venture capital, some may have a wealthy Angel investor...whatever the case, if I can provide you with some common sense information that helps you position your business for the upcoming year I'm more than happy to do so:

Something to think about ... higher rates inevitably pressure wealthy taxpayers to withdraw captial from taxable, productive business and instead invest in tax exempt securities (such as municipal bonds or overseas) - the end result is that the wealthiest segment of the tax base begins to dry up as their money is diverted into tax-free channels that neither benefit the overall business landscape (creation of jobs) or the government (taxes). This ultimately leads to the squeeze on the only target left for the government to pursue...the middle class.


Now, I'm sure that you'll realize that the relevance of this message is as sound today as it has been in the past. It's just common sense... Higher taxes will lead to less money to go around for small business. I don't say this to scare anyone, but just to make you aware of the very simple, yet effective mechanism that is being put into play.

Best Always,
Dave J.

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Monday, December 7, 2009

MARKET-ing


One of the major issues facing all companies in the new year (as in ALL new years) is how to better relate to their customers and move them to purchase when the time is right. In today's world, there are so many outside factors from the economy to the geo-political landscape that are either directly or indirectly influencing consumer behavior....so what can we do?

Ok, here's what you do. First, forget the "long-lead" traditional media play. If you make a commitment 4-6 months out on broadcast or print there is no guarantee that what you develop (creatively) will be relevant by the time the consumer sees it. (If you're introducing a premium line in a downward trending economy expect crickets in response to your efforts) Instead, you gather your traditional ad people, your PR people, and your social media folks and get them to work together to produce a running week-to-week, or at the very least a month-to-month, strategy that will not only be timely (for those who have products and/or services that are semi-seasonal) but will also be relevant based on the overall "fluid" nature of today's world. Just imagine...continuous,relevant online display ads and social media initiatives tied in with a consistent, "real-time" PR effort. Seems like an effective recipe to me...and no long-lead times and/or up front monetary commitments to contend with! Here's to a wonderful 2010!

Best Always,
Dave J.