It is a very hard and dark area of marketing. No one will be happy to receive funeral ads, unfortunately, we have to face those services sometimes. And owners have to inform us about there services.
Funeral Services – Butcher – Naming Marketing – School Of Marketing
But this is a very special situation! I understand that Butchers, probably, the family name of the owners and they own this business for many years. They provide a very high level of service.
But, but, but…
Dear owners! Try putting yourself in the shoes of your customers. They don’t need a butcher when they have this kind of tragedy in my family. They looking for someone who can help them to mourn the loss of there relative.
Not butcher, sorry. Please, find out another name for your valuable service. Otherwise, you may stay out of business.
Grow your business fast and efficient!
What is the Domain name?
A domain name is your website name. A domain name is an address where Internet users can access your website.
A domain name can be any combination of letters and numbers, and it can be used in combination of the various domain name extensions, such as .com, .net and more.
The domain name must be registered before you can use it. Every domain name is unique. No two websites can have the same domain name. If someone types in www.yourdomain.com, it will go to your website and no one else’s.
Domain Name – School Of MArketing – Infinite Profit
How to register your own domain name.
Go to Godaddy.com
Enter the domain name you want to register in the ‘Domain Name Search’ box
Click Search. The Domain Name Search Results page will be displayed, as well as related domain names you might also want to register.
Choose the domain name you want to register and click Add to Cart
Follow the prompts to continue
The receipt and instructions for using your domain name will be emailed to the contact email address you supplied, once the transaction has been approved.
The first step is done: you registered your Domain name.
Next step: Hosting. And we will tell you about it in the next article.
How to add clickable phone numbers in WordPress
Smartphones in our days are one of the main sources of information. They radically changed the world and now every kid knows how to use it. That is why it is very important to have your website mobile-friendly. But what about phone numbers that you write in your WordPress posts and pages? How your clients should use it? Do they have to copy/paste them from browser to phone or there is an easier way in the 21st century? Just Click and Call?
Most of up to date smartphones automatically recognize a phone number. Only one necessary condition – it should be written in proper international format: country code, area code, phone number
<Country Code> <(Area Code) > <Local Number >
But not all smartphones are the same. Many people may use old models or some of your customers prefer simple ones. In this case, you have a good opportunity to lose a customer. Not everyone has a pen handy when browsing your website, not everyone knows how to use copy/paste function – there are many reasons WHY people can’t use your phone number to call you. Let’s help your customers to avoid this mess and CALL you in ONE CLICK!
Clickable Phone Numbers – School Of Marketing
Clickable Phone Number
The only thing you have to do to make your customer’s life easier is to write clickable phone number.
Simple?
YES!
Let’s create a clickable phone number. This is an easy step by step instruction on how to do this:
Change the phone number (put your country code, area code, and your phone number)
Save, publish or preview your post
Open a post in Text Editor or use the code in a template
If you want to use Skype itself to communicate with clients, just allow users to call you by providing Skype name:
<a href=“skype:username”>Skype</a>
SMS us
Some people prefer to write SMS instead of making calls (cheaper, easier or some other reasons). Great! You can easily provide this option to your customers. How? We think you may it guess now – just change the protocol:
Copy and paste one of the following lines:
<a href=“sms://+12345678912″> Send SMS to +1 (234) 567-8912</a>
Change the phone number (put your country code, area code, and your phone number)
Save, publish or preview your post
Open a post in Text Editor or use the code in a template
That is why so many people LOVE to use WordPress to build their websites. Easy to create, easy to perform, easy to communicate!
Enjoy your personal
One-Click Sale!
Click – Call – Sell – School Of Marketing
Marketing Strategy – Why Do You Need It?! – Infinite Profit
Differentiate a company from the competition by identifying a unique selling proposition
Tell your brand story how it should be told
Translate the company vision and mission objectives into effective marketing initiatives
Serve as a foundation for all your communication campaigns with set key performance indicators
Improve the effectiveness of the marketing message to customers and partners
Provide your organisation with that much-needed edge over your competitors
Know what your business is and why these are benefits others
Help to develop goods/services with best profit-making potential based on market receptiveness
Creates a blueprint for all marketing activations aligned to business goals – so everyone is on the same page
Sorts through competitor knowledge and insights, and delivers best-practices to out-compete through smart marketing initiatives
Helps redefine your sales message and make it more targeted to your audience
Ensures that advertising doesn’t stand alone and is integrated into other marketing initiatives
Provide the business with focus and direction by identifying the best opportunities worth pursuing as well as the threats to be avoided
Identify tools that the company can effectively use to beat the competition and gain greater market share
Create consumer preference for the brand
Help you reach your target audience, boost your customer base, and ultimately, increase your bottom line
Help to gain a competitive advantage
Seek to identify not only your current customers but perspective one’s too
Spend your budget wisely based on solid decisions
Increase market share
Help the company to carve a niche in the market with a distinguished brand identity and the offerings of the products
Have a guide for your marketing plan and budget
Allow you to work “on” the business and not “in” the business
Coordinates employees towards a goal that a business aims to achieve at that particular time
Divide work into small manageable tasks
Help determine your target market
Ensure that your business is not falling behind when it comes to implementing new ways to market your business
Help your business move from strength to strength
Help your customers build stronger bonds and emotional attachments with your brand.
Helps you get your name and brand out there and that helps draw customers and make sales
Implement the vision of the organisation
Help you organise your time and your priorities
Stop you wasting time and money on marketing that you are not sure whether or not it works or is effective
There is no time like the present
to get started on your marketing strategy!
I think everyone remembers a fable called “The Three Little Pigs”. This is a story about three pigs that build three houses of different materials. One pig, Browny, built a house of straw while the second pig, Whitey, built his house with sticks. They built their houses very quickly and then sang and danced all day because they were lazy. The third little pig, Blacky, worked hard all day and built his house with bricks. A Big Bad Wolf blows down the first two pigs’ houses, made of straw and sticks respectively, but is unable to destroy the third pig’s house made of bricks.
The primary moral lesson learned from “The Three Little Pigs” is that hard work and dedication pay off. While the first two pigs quickly built homes and had more free time to play, the third pig laboured in the construction of his house of bricks.
This is easy, simple, and familiar, but what the connection between this fable and POSITIONING of your business? At first glance – nothing in common. However, in reality, this is THE CLEAREST illustration of the need for business POSITIONING.
The Three Little Pigs and Business Positioning
The Three Little Pigs Start Their Business
Newly build industrial area. Companies just move here, but there is no infrastructure created yet. Browny, Whitey and Blacky decide to open their food-related businesses in the area. Good idea! People have to eat and drink every day and this service will definitely be in demand…and so they start.
The first brother: STRAW house.
Browny, the laziest one, choose the easiest way. He bought the van and installed a coffee machine inside (or just rented fully equipped van for this kind of business). Great idea! Now he begins his day early in the morning, riding around the area and selling coffee with small cookies. Good business! A couple of hours a day and he is FREE to enjoy life. What a beautiful idea!
There is only ONE problem – he doesn’t have any sort of connection with his customers. If he came, they bought a coffee. If he was sick, has problems with the van, etc. – customers would look around for another vendor. No one will wait for Browny’s van.
The second brother – STICKS house.
Whitey, a bit cleverer than a brother, was more creative and went a little further. Browny sells coffee in the morning, but what do people do in the afternoons? He rented a small place, made a quick renovation, put a few tables and opened a small canteen that sells sandwiches, burgers, drinks, tea and other food. He just wants to FEED the people. Nothing in particular – just inviting people to have something for lunch during the day. This is also a good idea. This type of business is a bit more complicated and labour-intensive, but still leaves enough time for Browny and Whitey to enjoy life.
This is great, but we still have a similar problem here – NO TIES with clients! They are here just to eat, just to satisfy their physical needs. It means that his customers are open to ANY other food/service suggestions, without regret!
The third brother BRICKS house.
Ok, what do we have now: newborn industrial area and our two brothers with their food businesses – coffee van and eatery. Our two lazy brothers are happy – they don’t have to work too hard and they have plenty of spare time to enjoy life. Their businesses are doing well: people buy coffee in the morning and sandwiches in the afternoon. But we forgot about our third hard-working brother – Blacky. What is he doing?
He is brainstorming. He wants to open something stable and profitable, a business that lasts for years and will feed the whole family well. But what can it be? If we are talking about the food, ANYTIME another company (bigger, better known) may come and starts serving different types of food, cheaper food, more convenient for this audience products, etc. How can he create a business that will not be afraid of competitors with cheap prices and other types of products? The answer is simple – he has to POSITION his business! He has to do what his customers will LOVE and not settle for any other offers (cheaper, closer, larger). He has to create IDEA for business.
He decides to open a modern coffee shop where he will promote a RELAXING ATMOSPHERE! What does it mean? Here is what he thought: we are located in the industrial area, people come here to work. You can’t work without the break. And here is the IDEA! Worked hard – have a nice BREAK with cold/hot drinks, great coffee, selected tea, tasty sandwiches, some hot meals, and CALM AND RELAXING ATMOSPHERE. Yes, in this case, his prices should be higher than those of his brothers as he is selling not only food, but he is also offering a SERVICE that allows customers to RELAX, ENJOY tasty meals and ESCAPE from the working routine! He invested much more time and money to create and renovate a fairly large space for a unique OASIS of calm and relaxation (this is an IDEA). Brothers laughed at him – why do you waste your time and money? Look, we are already trading and earning, and you are still investing!
IDEA for business – POSITIONING Idea –
– This is the house made of BRICKS!
Now, you can ask me: WHY? Let’s ask The Big Bad Wolf to help us answer this question.
And here he is – The Big Bad Wolf is coming to have a nice dinner! (In our case, it can be: a crisis, major competitors, and any other external problems) He wants to eat – destroy business – of our brothers.
The Big Bad Wolf and STRAW house – Browny’s coffee van business
What The Big Bad Wolf can do in this case? Here are a few options:
A big coffee company starts its own mobile business in the area – cheaper, faster, more varied coffee products;
A couple of small coffee shops open inside this industrial zone – all day delivery straight to the office, possibility to sneak out from work to bring/drink a cup of coffee.
There can be many different reasons why Browny’s business might go bankrupt. All those reasons are purely material because customers are not tied directly to Browny’s van. Customers are looking JUST for a cup coffee (affordable, good quality, reasonably priced) BUT NOT FOR Browny’s business model.
DONE! The straw house was blown away and the first brother ran away to help the second brother in his eatery.
The Big Bad Wolf and STICK house – Whitey’s eatery business
Going further. The Big Bad Wolf went hunting for the second brother. There are already two brothers in one business (and the second house made from sticks) – excellent and booty!. Any ideas what it may be in this case?
A big fast-food chain came to the area (McDonald’s, Subway, etc.) – cheaper, faster, more convenient;
Rent prices are up – food becomes more expensive and only wealthy competitors can afford to maintain low food prices;
There are too many small cafes open in the area – the number of customers decreased, revenue fell, and the business began to die.
Again, there are many different reasons – many things that The Big Bad Wolf may do to destroy shaky, fragile business not based on any intangible IDEA. A business that offers its products/service for EVERYONE.
Second DONE! The stick house was destroyed easily and two brothers seek refuge with their third brother – Blacky.
The Big Bad Wolf and BRICK house – Blacky’s OASIS OF LOVE
Just reminding you – our third brother worked hard to open his business – an oasis of CALM and RELAXATION. In his cafe, he sells the same products that his brothers sold – coffee, sandwiches, drinks, and hot meals. The Big Bad Wolf came to Blacky’s place looking forward to a great dinner. You bet! There are all three brothers there – it will be nosh-up! He has already DONE two businesses: this is the third one – the fattest and tastiest!
But in this case, something went wrong… No matter how hard The Big Bad Wolf tried, he could not think of anything that can beat this place:
Prices – in this case, it doesn’t matter, because customers are here not because of the price: they are already paying the premium price
Quality – Blacky sells the highest quality products
Speed of serving or delivery – people here to relax and enjoy their break, they are not looking for a fast-food solution
Open the identical one – but how you explain to customers that they have to go to the new one instead of a familiar place?
It looks like NOTHING will help The Big Bad Wolf to beat this business!
WHY?!
Because you can’t beat the IDEA! Blacky discovered the IDEA of relaxation, the IDEA of escaping from work (even for a couple of moments), enjoying a pleasant and calm conversation with friends. This is his INTANGIBLE IDEA For Business! He created a LOVE relationship between the business and its customers! This feeling – LOVE – cannot be understood on a rational level. You can’t outbid LOVE! Magical sparks that arise between man and woman when they fall in LOVE, can’t be explained and copied. The same happens here. Intangible connection – LOVE – between your business and its clients can’t be explained rationally, can’t be copied and can’t be beaten!
That is why The Big Bad Wolf will NEVER destroy this business idea – he can’t beat LOVE! The only thing that he can do – try to find ANOTHER UNIQUE IDEA and make customers FALL IN LOVE with it!
Positioning Idea – Idea For Business – this is the most important ingredient of a successful business. You have to create something INTANGIBLE in between you and your customers in order to succeed in business.
Do you know what LOVE is? And what about UNCONDITIONAL LOVE? Unconditional Love in business is an IDEA, Positioning Idea! You have to position your business in the mind of potential customers in order to grow and prosper. Only in this case, you will not be afraid of any WOLVES, even The Big Bad One!
That is HOW a well-known fable “The Three Little Pigs” teaches us the art of running a successful business.
Create a UNIQUE idea, highlight your LOYAL audience, properly POSITION your business in the mind of potential customers and make a PROFIT!
Good Luck!
What do you think about this masterpiece?
Naming Marketing – Herpes Pizza – School Of Marketing
I am not hungry!
100% – NO!
Guys, seriously, how come?! I understand that many clients all around the world will come and see your signage – in reality, and over the Internet.
Your website, probably, flooded with traffic. But how many REAL people would try your…. HERPES?!!
Change it, please!
Grow Your Business Efficiently!
It is time to START! Start your business from scratch, reorganise your existing one or create something totally new. But you have to understand: we are in a new era. New era – new rules. Here are a couple of basic Anti-Crisis Marketing Rules that you HAVE TO follow in order to be successful under the new world order.
Create a new anti-crisis Marketing plan
Become more open and honest
Empower your team
Improve your communication with customers and suppliers
Assess your strength and weakness
Concentrate only on the BEST selling products/services
Improve your online presence
Constantly monitor feedback from your targeting audience
These are basic Anti-Crisis Marketing Rules that you have to implement in your business. We’ll go through all of them more thoroughly in our next posts. Meanwhile, if you have any concerns – send us your questions here at profit@infinityofprofit.com or give us a call on 0466 593 676.
First consultation – FREE!
Guess, what is this shop about?
Any ideas?
KidSexChange – School Of Marketing – Infinite Profit
KidSexChange – Children’s Consignment Shop located! Local families can buy and sell children’s gently used clothing, toys and equipment at bargain prices.
What a nice name!
Three months passed by and it is time to share with you some results of our hard job. This report will be mostly dedicated to Market Promotions and Applications themselves.
Riders and Drivers expectations still in progress because of the enormous amount of collected data. Thanks to everyone who shared their feedback with us. We will definitely analyse all this information and develop clear recommendations for service providers.
Applications – Software
1. Uber
No doubts, THE BEST software for now on the Australian market. Still many questions to:
route directions,
up-to-date road and traffic information,
pinpoint pick up points
But they are working on the improvement of these issues. The main issue is the Pick-Up point. The rest may be solved by Drivers themselves through Google maps or Waze.
2. Didi
This is the second-best application. It definitely can’t be used to drive, but Pick Up points are nearly accurate. The rest is unacceptable. It is not responsive, delays may occur up to the minute and hundreds of meters. Good in conjunction with Google maps and Waze.
3. Taxify – Bolt
The worst one out of these three. Doesn’t show suburb, very approximate Pick-Up point, destination point may be hundreds of meters away from the real one. Nor responsive at all! If you change your route – still showing you the old one. That is why CAN NOT be used to drive!
General conclusion.
Guys, it is better to concentrate on your main business idea – Rideshare. Leave maps and routes to Google, they are THE BEST on the market (was, is and will be)! Try to improve your service and don’t waste your time on maps application.
Promotions (Marketing)
1. Uber
Advantages
Trying to create more reasons for Riders and Drivers to use Uber. They are still Australia’s Number 1 rideshare company (with a HUGE gap) but are beginning to realise that active competitors have appeared on the market. Some new useful features that were introduced to the market:
new services for Riders (for example, Pool and Comfort).
more Riders discounts to try these services
some loyalty discounts
Drivers bonuses for the increasing amount of rides
Bonuses for consecutive rides
All these features working good on the market. They have to stick to the most valuable promotions and create more reasons for both parts to use their service.
Problems and Ideas
The main problem is Brand Loyalty. Of course, Uber done the best ever job on the market: they change the word “TAXY” to the word “UBER” in the customer’s mind. But you can’t forever benefit from only one this achievement. Other companies also want to receive their piece of pie and will bite the leader constantly.
The first wake-up call for Uber is Lift. They have outdone Uber in America! Just because they concentrated on the service itself, not in helicopter riders, underwater journey and worldwide domination. Uber should make the right conclusion from this accident. If they will not give Riders and Drivers valuable (intangible) reasons to stick to there service, ANYONE may overtake them on the exact market.
I wrote about the global idea that may help any rideshare company become Number 1 throat the world here: Around The World In 80 Days
Some easy steps may be done here and now:
Promotions should be aimed at increasing LOYALTY, by giving Riders and Drivers more reasons to use Uber more often.
Don’t change Promotions too often.
Each Promo should have its own meaning – you must clearly understand what are you doing and what do you want to achieve with this step (for example, Drivers and Riders rating – for now, this is a meaningless feature)
Give Riders and Drivers more INTANGIBLE reasons to use Uber rather than other applications (cumulative discounts, incentive prizes, develop a sense of pride in using Uber)
Conclusion
A lot of work should be done in order to stay at Number 1 in Australia. Branding and Positioning questions are still extremely actual for Uber Australia.
2. DiDi
Advantages
Very dynamic company. Trying to conquer the market extremely aggressively.
Looking for Riders and Drivers feedback.
Covering the market with CHEAP rides. The main DiDi Idea (as far as it sounds on the market) – We Are CHEAP! Ready to invest in the business.
But that is it! And here we have a bunch of problems.
Problems and Ideas
We Are CHEAP – can’t be Positioning Idea. Next player (reacher than you) can appear on the market, offer much cheaper products – rides – and win this race of money. In this situation, you have to offer something more valuable rather than price.
I understand that Uber did a great job, they have much more Drivers (that is why they can offer better/faster service), they covering the most of business trips and may offer a bigger range of products.
But why not concentrate on the different target audience? You can take youngsters who really care about $2-3 cheaper rides. But they need a bit different service!
For example, they ready to wait additional time for the car, but they would love to order someone in particular or have a possibility to CHAT with friends who travelling in another car. Give them this opportunity via your application and this category will be yours forever!
Another audience – middle class. They also care about $2-3 cheaper rides. In this situation, you can offer them an alternative to public transport. The more you use DiDi the cheaper your rides, for example. Calculate how much do they spend on public transport per week and give them a reasonable alternative.
Conclusion
You should look for your specific audience.
Create a demand for your rides and STOP stealing riders – this is against business ethics (look at DiDi Driver screenshot).
DiDi Driver App
Leave business clients for now – you don’t have enough Drivers to cover the business needs. Concentrate on additional application features and different audience.
3. Taxify – Bolt
Advantages
A fixed price for Riders. No matter How and What – the price is fixed and cheap for the customer. This is the main advantage, but it makes Drivers life much harder: what if we have traffic or closed road on the route? A long conversation with support may fix this problem, but it takes time and patience.
What else? I don’t think that we found much more advantages. They are still not so active in the market, so it’s difficult to identify more pluses.
Problems and Ideas
The main problem – the application itself and lack of promotions. For the last 3-4 month, they’ve done ONLY ONE promo – X% discount for the new Riders. And that is it and NOT ENOUGH to enter and gain a foothold in the market.
That is why the main uses of Bolt application in Australia are foreigners from Europe. I can assume that in Europe they are much more popular than here, in Australia.
Conclusion
It is difficult to give advice if you do not know the general policy of the company, but they definitely should behave much more aggressively in the market if they want to achieve any decent success.
General conclusion
YES, rideshare business is a very promising and profitable one. BUT you have to create a UNIQUE idea in order to stay steadily in the market. You can’t offer the same services, promotions, discounts and features just copied your competitors. Stop for a minute, step aside, look at your business from the customer’s point of view and create your UNIQUE features in order to tie YOUR customers to YOUR business.
If you can’t work out your personal idea, you can adopt this one to your business –
This is a GREAT example of what should NEVER be done with a business!
French Salat Mix – Richmond – Australia – School Of Marketing
What do you see in this picture? You would expect (from a distance) nice French coffee shop. You are already intoxicated by the aroma of fresh pastries – hot croissants, fresh sandwiches, crunchy baguettes. Go, go, go! What a nice breakfast/lunch waiting for you here.
BUT! You coming closer and closer…. What can you see UNDER the delicious name?! Some kind of Vietnamese mixtures – Pho, Banh, Vietnamese Coffee, etc.!
Don’t get me wrong! I have nothing against Vietnamese cuisine. But, if I want to try French Baguette (as it stated on signage), I want to eat BAGUETTE, not Pho. And vice versa, if I am for a nice Vietnamese lunch, I would look for some Vietnamese signage.
French cuisine doesn’t include Vietnamese dishes. And no one will serve you hot croissant in a Vietnamese restaurant. This is a TOTAL mixture!
REMEMBER! The name of your business should MEAN what you do (serve, produce). And if you start to confuse clients they simply STOP visiting/using your business.
What do you call a boat – so it will float!
Will you be selling furniture in a store called “Car parts”? I don’t think so. The same is here: don’t serve Vietnamese cuisine under the French name. PERIOD!