Weekend Posting
So today I had the opportunity to speak to a group of professionals and entrepreneurs at Dr. Rorree Tillman’s SOULutions workshop. It’s always inspiring to see people committed to growing their business and as professionals. Let’s face it, not a lot of people would give up half a beautiful Saturday for continuing education.
Kudos to those who attended and thanks again for the opportunity to share my passion, creating a living brand. I’m currently developing a webinar that you’ll hear more about soon on that very topic.
I’ve written here before about the power of integration and consistency. But you’ll be hearing more from me this month on brand self-awareness, and how public relations tools can help you communicate based on your self-awareness.
Stay tuned dear readers.
New Vibrant Clients
I’m excited to announce that Vibrant PR is now working with Burleson Pipe and Steel based in Fort Worth and The KARD Group based in Mississippi.
Welcome to the Vibrant Family!
Soapbox Time- target markets
Many businesses today focus intently on developing business plans, acquiring start-up monies, creating product, hiring staff and minding their bottom line intently – as they should. However, one of the pitfalls for businesses small and large is using standard, cookie-cutter promotion and advertising tactics that often yield nothing more than a debit in the bank account.
Business owners and entrepreneurs should recognize that just “running an ad” may not yield the results they desire, and in many markets won’t be the best use of hard earned (or borrowed) money. Even if you produce, sell or distribute a “universal” product, blanket marketing and advertising can cost a pretty penny. The key to choosing the right promotion strategy for your business is defining your target audience.
Often marketers ask customers the question “Who needs your product?” And the answer is typically “women” or “men”. That is not a target audience. I swear if I hear one more MLM energy company representative say “Everyone needs what I’ve got…” I might just scream. Okay, so that’s a little dramatic, but really now can we just think before we open our mouths?
Clearly defined targets include demographic, geographic and even psychographic indicators. These are the basics people.
Take the time to consider these questions to help you create a profile that can define your target clearly:
• Who wants this product/service? (age, gender, race)
• Where do these people live? (work, recreation, education)
• What motivates this person to buy? (income levels, cost, discounts)
• What type of life does this person lead? (busy, tech savvy, children)
• What benefit does this product/service offer this person?
One of my dear friends and clients actually breaks this down really well in a new book that will be coming out soon. Sarah Zink gets it. And she’s even got a workbook (I helped with the design) that can help those challenged in targeting. It’s the best $7.50 you can spend if you struggle with this topic.
Using the answers to these questions above and others like them creates a profile that shows you a target, outlines the type of message they need and even where they should hear or see it. Now you can choose the right tool to communicate with your desired customer. Perhaps it is an ad in the local paper, or perhaps it’s a promotion at a local event, or a direct mail postcard and promotion to certain zip codes. Whatever tactic you choose, you’ll be making an informed, targeted choice about where to spend your time and resources to communicate with the person most likely to become your customer.
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Vibrant Resource: Sarah Zink Business Training can whip anybody into target marketing shape. Seriously.
Vibrant Challenge: See if you can write down in one sentence who your primary target market is. Okay…I’ll give you two sentences.
Power and Women 2008
In the infamous words of the Pointer Sisters, “I’m so excited! And I just can’t hide it!”
Vibrant PR is proud to sponsor the 2008 Power and Women Cruise, a Sarah Zink Signature Training Experience.
Okay, so now that I read the lyrics to the song, perhaps not EXACTLY in the words of the Pointer Sisters, but the spirit is the same - extreme excitement!
Direct from the vibrantly designed website:
Sarah Zink Business Training is proud to take one of Sarah’s Signature Training Series to the high seas! As with any Sarah Zink training, you’ll have fun while learning to be productive, profitable and powerful. We’re staying true to the Sarah Zink promise of making our trainings affordable and accessible.
With plenty of time to save and pay for this cruise, there is no excuse for any business woman not to grab a girlfriend or colleague and make plans to attend this cruise. Log on and learn more today. Heck you can even shop for Power and Women gear.
New members of the Vibrant family!
Thanks to my involvement in eWomen Network I’ve been meeting some outstanding business professionals here in North Texas.
I am so proud to announce two new clients I will be working with in the coming months. And the coolest thing? I met them both at the same networking dinner in Dallas!
Rorree Tillman is a dynamic woman who is a successful entrepreneur, coach, business trainer and inspirational speaker. Rorree has signed with Vibrant PR in order to launch her brand and multiple programs for workplace wellness and business prosperity in the greater Dallas area. She’s had great success in Sacramento, CA and is excited about the opportunities here in North Texas. You’ll be hearing a lot more about this very talented lady.
I’ve also had the pleasure to meet with Jennifer Grunwald and Tracy Gomez with All About You Salon and Boutique in Plano, TX. These women have really tapped into a great niche in the cancer recovery assistance business. When I visited their salon I would have never thought of them as wig and mastectomy suppliers! Their dream has come alive in an adorable boutique that makes women going through cancer feel gorgeous. I am very pleased that we’ll be working on brand enhancement and a new, dynamic website to help tell their story across the country!
Welcome to the Vibrant family ladies. Here’s to a future full of vigor and energy!