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The Value of Word Of Mouth

There are many ways for marketers to market a product or service. They can create interesting and creative advertising pieces, they can embark on developing a gorgeous website, they can network or host events, in short, they can do a multitude of things to create awareness for their product or service. Once they have accomplished attracting a clientele, they can then work on a referral campaign where their existing clients can elicit referrals and thus bring in more business to the organization. That is the ultimate in an effective and efficient marketing campaign.

In this model, we obviously rely very highly on word-of-mouth. If a friend or relative tells you about a product or service, you are far more likely to use that product or service than if you were exposed to it in a magazine or on a billboard somewhere. If it has been tried and tested and above all, endorsed, by someone you know and trust, that is the best form of marketing.

With this logic, it is absolutely vital to attempt, as best as you can, to keep your existing clients as happy as possible. Why? You may ask – so what if they don’t refer me any business, I can get it elsewhere. Well not so much… The reverse effect of word-of-mouth is even more effective. When everything goes well, people generally don’t offer up information unless asked, prodded or inspired to do so. However, when something goes wrong, then people ‘tell the story’ in any and all settings. Thus, if they are unsatisfied with something that has taken place with your organization and they feel an injustice has been served, they will be quick to let everyone they know know about it. The damage from negative word-of-mouth is extremely severe and something that is very difficult to recover from. The old faithful…”I heard that…” can bring your business down very quickly.

Word-of-mouth is an extremely powerful marketing tool and not one to be forgotten about or considered insignificant when planning your marketing campaign. Collaborating your customer service policy with your marketing plan is an imperative part of ensuring that word-of-mouth management is integrated throughout your organization.  Never underestimate the power of word-of-mouth – it can make or break your organization’s success!

 

 

DIY Marketing

Published in DEER VALLEY TIMES

Date: March 2015

 Marvelous Marketing Trends by Jacqui

  Let’s face it, marketing your business costs money – placing ads in publications, having your name on billboards or bus stops, designing and maintaining a website, SEO, social media marketing, digital advertising, public relations, the list goes on and on and so the costs tend to rack up quickly…

As business owners, we do not like costs, we like increased income and low expenses, therefore enhancing our profit margin. With this logic, why spend any money on marketing at all?

The truth is we have to let our target market know who we are and what we offer and the unique value-add we present. We have to find ways to be accessible to them when they are looking for a service or product that we provide and let them know why our product or service is preferable to the competition. In order to do this, it is imperative that we spend some money on marketing and are visible in the right media at the right time.

However, that is the key. So many small business owners attempt to do all their marketing themselves – they become the DIY marketers. They print flyers, place ads, create business cards and build a website as these are considered norm… In my experience, these small business owners purchase print ads from the most persuasive sales people, they try different endeavors and hope that they bring in business, they have a website built without substantial understanding of the goals and objectives of the site, employ SEO ‘experts’ who seem to be speaking a language all their own that is completely unfamiliar and confusing. In summary, they attempt to piecemeal their marketing efforts in the hope that they are on the right track to increase revenue. Invariably what happens is a lot of money is spent with minimal return on investment and overall disappointment prevails.

Just as it is in your best interest to hire a realtor to help with a real estate transaction, a CPA to do your taxes and an attorney to represent you should you be arrested, it is to your benefit to hire a marketing professional to help you with your marketing strategy and implementation. In general, hiring a professional will save you money in the long run and as far as marketing is concerned, not only will a good, effective marketing professional save you money by streamlining your marketing efforts, but they will help enhance your return on investment, thus increasing your revenue too!

 

Jacqui Breger is the Founder and CEO of Miracles & Marvels LLC, a locally owned, full service marketing, advertising, PR and web development firm offering comprehensive coaching services, a la carte services or anything in between. Her firm specializes in integrating a strategic comprehensive offline multi-media and online digital campaign creating successful results for their clients.

 

Miracles & Marvels LLC

Direct: 602.670.8487

www.miraclesandmarvels.com

www.facebook.com/miraclesandmarvels

www.twitter.com/miraclesmarvels

jacqui@miraclesandmarvels.com

Romancing the Brand!

Published in: DEER VALLEY TIMES

Date: February 2015

Marvelous Marketing Trends by Jacqui

­­­­She is captivating, you cannot peal your eyes away, you have to absorb every inch of her and get to know her inside and out. You feel as if you just have to get to know her better, in fact you are determined to possess her… You have waited your whole life to feel her power, her beauty, her charm – you are a man possessed…

As you enter the BMW dealership your heart races… you see the BMW logo, you identify with all it stands for, you have arrived. The status, the prestige, the insurmountable feeling of success – it is all yours!

How did BMW create such a legacy? What goes into the formulation of such a strong global brand identity? Each and every company, organization, institution or professional has a brand identity, a perception they have created for their product range, their service or their cause in the marketplace. It is the subliminal perception the consumer associates with each and every organization they come in contact with.

 

Those companies with a strong brand identity such as Coca-Cola, Pepsi, Starbucks, Facebook, Apple, IBM, BMW, Mercedes Benz, etc. have always been true to their core value. Throughout their growth and development, they have consistently remained faithful to their original mission and ensured that their fundamental market perception remains intact.

 

Strongly branded companies are also always consistent in their persona, their message and their service. They maintain brand consistency throughout their organization – they always use the same logo, same color scheme, same fonts, same imagery etc. Consistency throughout all visual and written presentation is paramount.

 

However, the art of branding is more than visual, it must create an emotive response to be truly successful. Strong brands ensure that they build emotion into their brand identity. Brands that glorify prestige, care, heart, love, warmth, belonging, independence, comfort, etc. elicit a desire stronger than any other. Just like being in love, they yield you powerless – you become hooked.

 

Therefore creating a brand is just like the start of a wonderful romance, be true to your brand, always be yourself and be consistent and most importantly fall in love!

 

Jacqui Breger is the Founder and CEO of Miracles & Marvels LLC, a locally owned, full service marketing, advertising, PR and web development firm offering comprehensive coaching services, a la carte services or anything in between. Her firm specializes in integrating a strategic comprehensive offline multi-media and online digital campaign creating successful results for their clients.

 

Miracles & Marvels LLC

Direct: 602.670.8487

www.miraclesandmarvels.com

www.facebook.com/miraclesandmarvels

www.twitter.com/miraclesmarvels

jacqui@miraclesandmarvels.com

 

Marketing Magic

Marvelous Marketing Trends by Jacqui:

Marketing Magic

Marvelous Marketing Trends by Jacqui: Marketing Magic

By Jacqui Breger Founder and CEO of Miracles & Marvels LLC

At initial meetings with many small business owners, I often see the disappointment in their faces when discussing their marketing efforts thus far. They have tried numerous endeavors, only to find that their ROI (return on investment) is dismal to say the least. However, they still pursue various avenues, hoping that if they throw enough against the wall, something will stick… something will be the magic formula generating high‐quality, frequent leads, hence turning their business into a huge success!

These success stories are not a figment of your imagination – “they do exist” (as per the M&M commercial aired every holiday season since 1996). There are companies or service professionals who are generating more leads then they can handle, the million-dollar question is how?

The truth of the matter is that there is no universal magic formula. Each company and each service provider is unique and has to create a unique brand identity within the market. But just like any magic trick, there is always an approach, always a methodology that blurs the lines between perception and reality. Same is true for a successful marketing campaign. Any successful marketing campaign that you have witnessed did not happen by accident. Each step was carefully thought out and strategized, just as in a magic show where each move, each prop, every change in lighting, staging and movement is done to enhance the effect of the trick, so too is each step of every successful campaign.

Our instant gratification society has led us to believe that we should see immediate results or deem it a failure. Those that are successful know that each and every marketing campaign takes persistence, perseverance and a certain amount of time to generate success. It takes time to build your brand recognition and identity, to strategically implement a successful campaign and to gain customers’ trust and loyalty. The M&M commercial which has aired each holiday season for eighteen-years is a perfect example of such.

Throwing something against the wall and hoping it will stick will not create a truly successful marketing campaign. Success comes through a carefully strategized targeted approach encompassing multiple media sources, a robust online presence, consistency, immense creativity, patience and perfect timing. If this strategy is designed just right, you can sit back and enjoy a spectacular show!

Jacqui Breger is the Founder and CEO of Miracles & Marvels LLC, a locally owned, full service marketing, advertising, PR and web development firm offering comprehensive coaching services, a la carte services or anything in between. Her firm specializes in integrating a strategic comprehensive offline multi-media and online digital campaign creating successful results for their clients.

Miracles & Marvels LLC

Direct: 602.670.8487

www.miraclesandmarvels.com

www.facebook.com/miraclesandmarvels

www.twitter.com/miraclesmarvels

jacqui@miraclesandmarvels.com

Chances Are…

Chances are you have wondered as to why someone would hire a marketing coach? What is the value? Why hire a marketing professional to help guide your marketing efforts?

If you were to be arrested, you would hire an attorney, not necessarily to get you to go free, although that would be the best outcome, but to utilize their knowledge and experience in order to provide you with the optimum possible option for your trial. If you were to take ill, you would seek medical attention from a doctor, not because you would necessarily leave the visit a hundred percent well, but again, to seek their knowledge and experience so as to provide you with the optimum possible option for getting better given your particular illness. When you are promoting your business, surely it makes the most sense to seek counsel from a marketing professional who has the knowledge and experience to guide you on the optimum way to enhance your campaign, not as a guarantee of success, but rather as a guide on how to utilize minimum resources and maximizing your return on investment?

As a marketing coach, that is my forte, I have both the insight and experience to see the entire integrated strategic campaign and how it can be implemented effectively and efficiently in order to yield optimum results. Just as the attorney or the doctor, a marketing professional has the insight into how to build and implement a targeted, comprehensive and effective campaign utilizing various marketing efforts and tools in order to maximize return. Dollars are wasted on ineffective marketing efforts daily – very few single solutions work. Business owners are good at what they do, which is why they own and operate their particular business, but very few business owners are intrinsic marketers and even those that are, don’t have the time to keep abreast of current market trends and all the technological advancements that are integrated into traditional marketing campaigns today.

Business is competitive, marketing and promoting your business is even more competitive then ever… in order to stay ahead of the curve, partner with a professional who can help you do just that!

Jacqui Breger is the Founder and CEO of Miracles & Marvels LLC, a locally owned, full service marketing, advertising, PR and web development firm offering comprehensive coaching services, a la carte services or anything in between. Her firm specializes in integrating a strategic comprehensive offline multimedia and online digital campaign creating successful results for their clients.

 

Miracles & Marvels LLC

Direct: 602.670.8487

www.miraclesandmarvels.com

www.facebook.com/miraclesandmarvels

www.twitter.com/miraclesmarvels

jacqui@miraclesandmarvels.com

 

Don’t Set Sail without a Captain

Have you ever taken that leap – you know the one… purchased that full page ad in the glossy magazine, spent that ton of money, dedicated many hours to the wording and the creative, even had a photo shoot done perhaps or hired a graphic designer to make sure your ad is perfect? We’ve all been there… The sales rep is excited, you are excited… this is it! This is the one that is going to make your phones ring off the hook… The big day arrives, the publication hits the news stands… day one, day two, day three… day fourteen… no calls!

I bet, you have even fallen for it AGAIN! The sales rep says that you have to advertise for at least three (some may even tell you six) months before you start to see any return, so you agree… check after check… month after month… return on investment becomes questionable at best…

I assure you, I believe in print advertising, and to all my media buddies out there, please read on before picking up the phone or starting your angry emails to me… I actually REALLY believe in print advertising as a great form of branding and published in the right demographic, targeting the correct target market, it is extremely effective. However, that is the key. Print advertising has to be purchased in the correct demographic for the business or service targeting a clearly defined target market with a catchy creative copy at the right time. In summation, the stars really do have to be aligned. In addition, and most importantly, print advertising cannot be a lone ship. It must sail in a carefully crafted, homogenous fleet moving in the same direction, utilizing various media and methods to communicate with the same target market, but providing the same message so that the message breaks through the waves of noise that are out there.

This is not an easy feat. It takes immense skill to plan and implement a well-orchestrated marketing strategy to generate a high return on investment as described above.  Throwing marketing dollars out on advertising, digital efforts or any other marketing related activities without a well thought out strategy is just like putting a ship in the water and letting it set sail without a compass, directions or a captain to steer it. Marketing activities are expensive and time consuming and so it is important that they are carried out effectively and efficiently. That is why it is paramount to have a Marketing Captain, directions and a compass before embarking on this journey. In doing so, you will reach your destination and be awarded with a successful campaign and a high return on investment.

People do Business with People they “LIKE”

Business has always been conducted with people we like. Dating back to the time when produce was purchased at the corner market, consumers purchased repeatedly from those vendors that they liked. Either they felt warm and fuzzy when they frequented their stall as the vendor treated them with respect and kindness, or they always gave the customer a good deal. Whatever the reason, the customer formed a bond and returned day after day to the same vendor to purchase their wares.

Fast forward some years and not much changed. People continued to do business with those store keepers, service vendors or professionals that made them feel comfortable, confident and respected – people they liked! Why chose to go to one particular doctor, dentist, hair dresser, boutique? Why go to a particular grocery store, pharmacy, cell phone provider or insurance broker? The answer is generally the same – we do business with people we like.

We are creatures of habit, we do what makes us feel good and we like to be liked. We work hard to offer good customer service, to offer good products, to enhance our brand image so others will like us and do business with us.

Today, business practice seems to have changed so drastically. We have lost so much of that personal touch we had back in the day where we did business with people we liked. Nowadays most products and services are  available online – making these purchase decisions more impersonal, so how do we stay connected? The simple answer is  – social media…

Social media has become the personal way to connect online. People still need that personal connection and social media sites provide that connection. We just need to understand that Social Media can actually be something really positive – it is just another form of getting to know the vendors, store owners, service providers and people in our community and figuring out who we ‘like’. People don’t change, the medium through which we interact changes, but people don’t – we have always, and will always connect with and do business with people we “LIKE”.

 

 

Welcome to our newly revised website

Hi all,

Most of you know that Miracles & Marvels is a wonderful resource for you. We offer phenomenal out-of-the-box ideas that help you reach, communicate with, get the attention of and elicit a response from your target market!

Whether we use on-line, off-line or a combination of both methods, we are always finding new and innovative ways to let people who need your products or services know that you are out there and why they should do business with you!

We create both call-to-action and branding campaigns that work for you! No campaign is too large or too small for us to help you. We will ensure that you achieve your objective. If Marketing were an art we would be the artist, if it were a science, we would be the scientist… fortunately for us, it is a combination of the two and we have the experience and the skills to provide you with both the science and the art to ensure you have a scientifically created masterpiece!

Call us today and let us help you with your next marketing campaign!

Watch this blog space for interesting articles and marketing advise… 

We will help you grow your business!

Jacqui

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