Branding & Women By Randal Radic | brandingmagazine.com


 » Branding & Women

According to Forbes and CNN, women make up 50% of the population and control 80% of consumer purchasing decisions. More importantly, women now own 30% of all businesses in the United States, and this number is growing. Women directly control over $7 trillion dollars. By the year 2010, it is predicted that women will control private wealth in the amount of $13 trillion. This fantastic growth in income is changing the face of marketing. Women are being targeted. Charles Schwab, Citibank and Merrill Lynch now have marketing aimed specifically at women.

Although married couples lead the way in home buying, the number two-position is held by single women. Women buy homes. Women invest their money. Women take luxury vacations. Women buy investment properties. Ignoring the affluent female customer is a mistake that no seller can afford to make.

The psychology of affluent female customers is different than that of affluent male customers. Now do not interpret that statement to mean anything more than what it says. For ultimately, affluent men and women purchase luxury goods and services for the same reasons, which will be discussed later. What is different between men and women is the way their brains actually function. Newsweek reported that brain-imaging technology has demonstrated definite distinctions between the functioning of male and female brains. Here are some of the distinctions:

– When asked to think about nothing, women think about the word “nothing.” Men think about sex or sports.
– Men are more adept at reading road maps than women.
– Women are more adept at perceiving emotions in people’s faces.
– Women’s brains are more flexible than men’s brains. Which means that women are better at multi-tasking because they are less channeled into one way of thinking than men. Leer más “Branding & Women By Randal Radic | brandingmagazine.com”

Top 5 Reasons to Understand Your Customer’s Customer


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The world is slowly climbing out of the great recession as companies around the world begin to increase investment and hiring. But for B2B sales teams looking to recapture growth during these early days, it’s critical to understand who’s really paying their bills and keeping the lights on — and guess what? It’s not your customer … it’s your customer’s customer. And if your sales team doesn’t deeply understand the business problems of these folks, then you’ll lose to competitors who do.

Before I get into the reasons why this is, consider some of the big, underlying changes happening in the market today. As companies start growing and investing again they are spending money, but they have fewer people than they had before. This means less time to accomplish key objectives and an even stronger focus on developing efficient strategies and processes to drive revenue growth ahead of the competition. As a result, they are changing the way they do business, innovating in the vertical integration of their product lines and socializing their go-to-market, because if they can innovate and out-execute the competition in the way they serve their customers they can gain more market share as spending comes back.

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To accomplish this, large companies are now talking about “business transformation” in their sales teams, “cultural transformation” in how they interface with their customers, and building a “social business” as a new way to look at their internal collaboration process. With all these trends, the end objective is the same: How to better solve their customer’s business problem and so gain market share.

And so how do you solve your customer’s problem? Well like you, their challenge is revenue, profit and market share. So when your sales team understands their customer’s customer — and the business dynamics, competition and growth opportunities that their customer has — magic happens.

Here are the top 5 reasons:

1. You can focus on the customer’s business problem, not your products

It’s a cliché, but a true one: your customers don’t buy products, they buy solutions. But you can’t sell them a true solution unless you know what problem they are trying to solve, and understanding their customers will give you the insight you need to hold a useful conversation with your customer.

If you pitch product you become a tactical vendor; if you can discuss their customer and how they are serving their customer you become a member of your customer’s team. For example, is their customer driving price down on them — and so is your opportunity to help them take cost out of their operating expenses? Or are they focused on revenue and end user growth — and can your solution help your customer reduce their time to market?

Understanding the customer’s problem is sales 101, right? But it is surprising how many sales people still pitch product. It’s essential you provide your sales team with the intelligence and systems to stay on top of the customer’s ever changing end-business problem (see #5). Leer más “Top 5 Reasons to Understand Your Customer’s Customer”

10 Essential Pages in Your Freelance Site

I saw something interesting on my Twitter stream the other day: “Your blog is the new resume.”

How true! Everyone is so web savvy nowadays that we know we can get the dish on anybody by Googling their name.

Even if your prospects don’t have online businesses, they know that they can easily find out more about you on the Internet.

And, what are they likely to find? Embarrassing photos in Facebook? Less than flattering remarks you make on Twitter? Or, posts in which you complain about clients on your blog?
Why Your Blog Is So Important

One way to make sure your freelance site or blog projects you at your best is to have the following essential pages. These pages will help your prospects to:

* Find out what you do best and how you can help them
* Discover how good you are
* Determine if they can afford you or not
* Get to know, like and trust you
* Connect with you to explore working together

A good freelance site has one sole purpose: to compel the visitor to get to know you better, either by contacting you directly or by giving you their contact information so you can keep sending them more content.

The ten essential pages for your freelance site are…


//freelancefolder.com
Lexi Rodrigo

I saw something interesting on my Twitter stream the other day: “Your blog is the new resume.”

How true! Everyone is so web savvy nowadays that we know we can get the dish on anybody by Googling their name.

Even if your prospects don’t have online businesses, they know that they can easily find out more about you on the Internet.

And, what are they likely to find? Embarrassing photos in Facebook? Less than flattering remarks you make on Twitter? Or, posts in which you complain about clients on your blog?

Why Your Blog Is So Important

One way to make sure your freelance site or blog projects you at your best is to have the following essential pages. These pages will help your prospects to:

  • Find out what you do best and how you can help them
  • Discover how good you are
  • Determine if they can afford you or not
  • Get to know, like and trust you
  • Connect with you to explore working together

A good freelance site has one sole purpose: to compel the visitor to get to know you better, either by contacting you directly or by giving you their contact information so you can keep sending them more content.

The ten essential pages for your freelance site are… Leer más “10 Essential Pages in Your Freelance Site”

Real Time Insights into Your I3 Value Prop

Gone are the days when companies would simply create a product or service, market it and hope for a successful, profitable outcome. Products and services are now deeply commoditized and consumers are increasingly fickle and hard to please. People don’t just want something to spend their money on; they want solutions. They want something that can satisfy a specific need in a specific way. It is a must for companies and marketers to understand this basic consumer reality.


Gone are the days when companies would simply create a product or service, market it and hope for a successful, profitable outcome. Products and services are now deeply commoditized and consumers are increasingly fickle and hard to please. People don’t just want something to spend their money on; they want solutions. They want something that can satisfy a specific need in a specific way. It is a must for companies and marketers to understand this basic consumer reality. Leer más “Real Time Insights into Your I3 Value Prop”

Market Your Business by Being Two-Faced!

I’m a great believer in targeted marketing and specialization. Focusing on particular types of clients and offering services aimed tightly at specific needs enhances your appeal to those clients at the same time it improves your efficiency, resulting in better margins on your work.

But it is possible to market your business by having more than one target for your services. Unfortunately, many people expand their targets haphazardly, drifting into others kinds of clients and services by accident as opportunities come up.

If you are looking for ways to expand your audience for your services while still taking advantage of the efficiencies and other benefits of focusing on a target market, examine the two-sided relationships:

* between you and your client
* between your clients and their own customers, suppliers, and so on.

By taking this “two-faced” approach to relationships, considering the alternate perspective that you usually leave to your client, you may find new services to sell, and new customers to sell them to.


I’m a great believer in targeted marketing and specialization. Focusing on particular types of clients and offering services aimed tightly at specific needs enhances your appeal to those clients at the same time it improves your efficiency, resulting in better margins on your work.

But it is possible to market your business by having more than one target for your services. Unfortunately, many people expand their targets haphazardly, drifting into others kinds of clients and services by accident as opportunities come up.

If you are looking for ways to expand your audience for your services while still taking advantage of the efficiencies and other benefits of focusing on a target market, examine the two-sided relationships:

  • between you and your client
  • between your clients and their own customers, suppliers, and so on.

By taking this “two-faced” approach to relationships, considering the alternate perspective that you usually leave to your client, you may find new services to sell, and new customers to sell them to. Leer más “Market Your Business by Being Two-Faced!”

Designing Websites that Cross Cultures

By christianarno

Building a successful website is no small task, especially if you’re going into business – it takes time, effort and dedication, from working out your business plan and unique selling point (USP) through to designing and managing your website and optimizing it for search engine rankings.

So with all the effort you’re putting into your site, why restrict yourself to just one language market?

If you decide to just stick with a single language for your web presence, you’re cutting out a huge number of potential customers from the 1.8bn people currently online around the world. If English is your language of choice, then your native-speaking web audience will account for less than a third of all web surfers (internetworldstats).

Going multilingual with your web presence is especially crucial for online businesses, since research shows that 85% of consumers – even multilingual consumers – will not buy from a website unless they can read about the product in their own native language (Common Sense Advisory).

So how exactly do you go from being a monolingual website with one target market, to being a world-conquering behemoth with virtual branches in countries around the world?


By christianarno

Building a successful website is no small task, especially if you’re going into business – it takes time, effort and dedication, from working out your business plan and unique selling point (USP) through to designing and managing your website and optimizing it for search engine rankings.So with all the effort you’re putting into your site, why restrict yourself to just one language market?


If you decide to just stick with a single language for your web presence, you’re cutting out a huge number of potential customers from the 1.8bn people currently online around the world. If English is your language of choice, then your native-speaking web audience will account for less than a third of all web surfers (internetworldstats).

Going multilingual with your web presence is especially crucial for online businesses, since research shows that 85% of consumers – even multilingual consumers – will not buy from a website unless they can read about the product in their own native language (Common Sense Advisory).

So how exactly do you go from being a monolingual website with one target market, to being a world-conquering behemoth with virtual branches in countries around the world? Leer más “Designing Websites that Cross Cultures”

Where Do You Keep Your Community?

Tom Johansmeyer is the Senior Content Director at enter:marketing. He also blogs for Cigar Reader, of which he is co-founder, Gadling, and Luxist.

As a blogger, I’ve always kept in mind the basic rule that you want to attract an audience and retain it. The traditional dynamic is to retain existing readers while attracting new ones, growing your base of loyal followers over time while continually adding to it. There’s nothing complicated in this thinking. Well, even the new media world is changing, and I’m seeing a shift in what has always been a reliable rule of thumb.

In the past, when I’ve watched blog analytics, I’ve always looked for steady growth in direct traffic – i.e., readers who come to the site through a newsletter referral, use a bookmark or enter the URL directly into a browser. These are the people who are most committed and have turned reading the blog into part of a routine. Increases in referred and search engine alongside it signal the attraction of new readers.

Lately, however, I’ve been seeing a change in this trend.


Posted by Tom Johansmeyer

Tom Johansmeyer is the Senior Content Director at enter:marketing. He also blogs for Cigar Reader, of which he is co-founder, Gadling, and Luxist.

As a blogger, I’ve always kept in mind the basic rule that you want to attract an audience and retain it. The traditional dynamic is to retain existing readers while attracting new ones, growing your base of loyal followers over time while continually adding to it. There’s nothing complicated in this thinking. Well, even the new media world is changing, and I’m seeing a shift in what has always been a reliable rule of thumb. Leer más “Where Do You Keep Your Community?”