The marketing strategy of sampling or "Try before you buy" is still alive and well it seems.
For example: iTunes Store lets you hear samples of any song before purchasing, Baker's Delight offer you a taste of their daily bread or scones special at the counter. In my own coaching practice I offer all new potential clients a free coaching session so they can see if my coaching style is a good fit for their style and to see if coaching is for them.
I find this is the best way to add value to a potential client and allow them to get a real life experience of the benefits of coaching.
Sean D'Souza, a marketing writer described revealing a lot of your best material as "The Bikini Concept" because a little taste makes people interested in finding out the rest. Here's a link to his article http://spidersecret.com/so-what-if-you-give-most-of-it-away-the-bikini-concept/
So have any of you ever offered a trial product, sampling of information or services as part of your marketing strategy?
Cheers
Heidi Alexandra Pollard
Saturday, September 1, 2007
Sunday, August 26, 2007
How to network like a pro online
Dear Communicators
As you know in our industry your networks are like gold.
Some people say it's not what you know but who you know that matters - I believe it goes further than that - I believe it is who knows what you know that really counts when it comes to leads, referrals and 'getting known' in your industry.
Not that I am saying that your worklife should revolve around getting known - such a goal on its own with no substance supporting it would not reap the rewards you are looking for. What I mean is that once you get good at your chosen field and become comfortable with your level of expertise it's time to share that - so don't be a secret! Why is it that so many of us who are in PR, marketing or advertising are so brilliant at writing great copy for a client, designing strategies and implementing media plans to help them get known and then we don't apply the same principles in our own careers? The plumber with the leaky tap strikes again!
Today I thought I would share with you a link to an article about getting known in cyberspace (for all the right reasons of course). To read more about "How to network like a pro online" visit http://money.ninemsn.com.au/article.aspx?id=285652
Haven't got a web presence at all yet? To get started come and connect with me on the new site APsense by following this link: http://www.apsense.com/user/heidialexandra
Until next time
Cheers
Heidi Alexandra Pollard
The Communicators Coach
As you know in our industry your networks are like gold.
Some people say it's not what you know but who you know that matters - I believe it goes further than that - I believe it is who knows what you know that really counts when it comes to leads, referrals and 'getting known' in your industry.
Not that I am saying that your worklife should revolve around getting known - such a goal on its own with no substance supporting it would not reap the rewards you are looking for. What I mean is that once you get good at your chosen field and become comfortable with your level of expertise it's time to share that - so don't be a secret! Why is it that so many of us who are in PR, marketing or advertising are so brilliant at writing great copy for a client, designing strategies and implementing media plans to help them get known and then we don't apply the same principles in our own careers? The plumber with the leaky tap strikes again!
Today I thought I would share with you a link to an article about getting known in cyberspace (for all the right reasons of course). To read more about "How to network like a pro online" visit http://money.ninemsn.com.au/article.aspx?id=285652
Haven't got a web presence at all yet? To get started come and connect with me on the new site APsense by following this link: http://www.apsense.com/user/heidialexandra
Until next time
Cheers
Heidi Alexandra Pollard
The Communicators Coach
Friday, August 17, 2007
Prosperity, passion and purpose
Life is so fantastic when you love what you are doing, are on purpose and achieving the goals you have set for yourself.
I've just celebrated a birthday and have to say getting older doesn't bother me in the slightest. In fact I am so grateful to be living right here and now and have the opportunities to coach so many wonderful communications professionals to achieve their goals and dreams. My clients are the best I love that they are so honest with themselves and I and are willing to stretch themselves - it is an honour to be a part of their lives and professional careers - thanks guys!
Here's a picture of me on my birthday surrounded by gorgeous flowers the love of my life sent me! Pictured with me is the other love of my life - my gorgeous pup "Chops".
Yes indeed I look a little tired - that's what celebrating does to you! (Thanks Nic for the bling bling earings).
All the best
Heidi Alexandra Pollard
Thursday, August 9, 2007
Determining a brand's market perception
I am currently working on a project with a client to realign and refresh their brand to reflect their new direction.
One of the first steps I undertook was to engage a research company to undertake an audit or assessment of the brand’s perception in the market, so we knew the baseline we were starting from. This was an interesting exercise of both qualitative and quantitative research and although we had a good feel for where the brand sat in the market, it really did hone in on the specifics of which specific target audience thought what and allowed us to get some firm data to be able to communicate easily with the Executive number crunchers.
Our research included not only the key “customers,” but also key stakeholders and influencers, including staff. Essentially all the people in the company's "Circle of Influence" or COI. Tapping into the views of the COI can be very useful...Jennifer Jones has posted an interesting blog on this topic on MarketingProfs - visit here to read more and see her diagram of a COI http://www.mpdailyfix.com/2007/08/determining_a_brands_market_pe.html
Gaining this defined and drilled down perspective about a brand will ultimately assist you in developing a target strategic marketing communications plan for the brand. I will keep you posted on my progress, until then I'd love to hear about what anyone else has done to measure their brand, shift an existing brand or launch a totally new one.
All the best
Heidi Alexandra Pollard
One of the first steps I undertook was to engage a research company to undertake an audit or assessment of the brand’s perception in the market, so we knew the baseline we were starting from. This was an interesting exercise of both qualitative and quantitative research and although we had a good feel for where the brand sat in the market, it really did hone in on the specifics of which specific target audience thought what and allowed us to get some firm data to be able to communicate easily with the Executive number crunchers.
Our research included not only the key “customers,” but also key stakeholders and influencers, including staff. Essentially all the people in the company's "Circle of Influence" or COI. Tapping into the views of the COI can be very useful...Jennifer Jones has posted an interesting blog on this topic on MarketingProfs - visit here to read more and see her diagram of a COI http://www.mpdailyfix.com/2007/08/determining_a_brands_market_pe.html
Gaining this defined and drilled down perspective about a brand will ultimately assist you in developing a target strategic marketing communications plan for the brand. I will keep you posted on my progress, until then I'd love to hear about what anyone else has done to measure their brand, shift an existing brand or launch a totally new one.
All the best
Heidi Alexandra Pollard
Thursday, July 19, 2007
New advertising and PR campaign: Blackberry and Storytelling
Those of you who know me well would know why this new campaign has touched me - I confess I am addicted to my Blackberry – so much so that I actually have two! (strange but true).
Blackberry is doing a pretty major media blitz with their new campaign, "Ask Someone Why They Love Their Blackberry." http://www.blackberry.com/select/ask/
The campaign is a good demonstration of the use of storytelling to promote a product.
Other than the early adopters of technology, many people - especially, perhaps, women look for the full spectrum of practical and emotional reasons for such a purchase – so it will be interesting to see if the power of storytelling will generate increased sales for Blackberry.
Due to the broad range of stories told, these Blackberry "Ask" stories appeal to a wider variety of people, many of whom might not otherwise identify with what could seem like same-old, same-old technology.
Has anyone else seen any great campaigns lately? Please share them with us.
Until next time
Heidi Alexandra Pollard
Blackberry is doing a pretty major media blitz with their new campaign, "Ask Someone Why They Love Their Blackberry." http://www.blackberry.com/select/ask/
The campaign is a good demonstration of the use of storytelling to promote a product.
Other than the early adopters of technology, many people - especially, perhaps, women look for the full spectrum of practical and emotional reasons for such a purchase – so it will be interesting to see if the power of storytelling will generate increased sales for Blackberry.
Due to the broad range of stories told, these Blackberry "Ask" stories appeal to a wider variety of people, many of whom might not otherwise identify with what could seem like same-old, same-old technology.
Has anyone else seen any great campaigns lately? Please share them with us.
Until next time
Heidi Alexandra Pollard
Sunday, July 15, 2007
How happy are you right now?
Really think about it. How happy are you? Do you really want to be happy? Do you deserve to be happy? Are you doing everything in your power to be happy? Or do you think happiness is something only for the wealthy, the good-looking or the spiritual?
Through my privileged role as a coach supporting clients attain their goals and dreams, I see a common theme in what they all desire – quite simply, to be happy, whatever happiness means to them.
In many ways, most of our overall desires revolve around "being happy” and getting satisfied. But what is happiness, how do we achieve it and can it last?
I believe the key to remember is that everything material is impermanent. Just like beauty fades, and youth slips away, so does everything material. So our happiness cannot depend on the material. If we keep buying stuff and fill our lives up with stuff, eventually we will end up with stuff all!
For most of us, our most precious commodity is our time – once spent we cannot get it back. We like doing, evolving, learning, interacting, growing and moving. So when do we get time to relax, meditate and enjoy simply being in the moment? Can we learn to be content and truly happy with ourselves right here and now?
Author Urayoan Paz believes we can and has created a method called Gratitude-Bliss Meditation (GBM) to teach people how to do so. Based on ancient philosophies and basic common sense, GBM is designed to bring peace of mind. To access a copy of Urayon’s e-book on Gratitude-Bliss Meditation visit http://leadingval.yougetrich.hop.clickbank.net/?tid=BLISS
For more information on how our coaching services can support you to achieve your bliss contact admin@leadingvalue.net.
Peace, happiness and love to you from Heidi Alexandra Pollard
Through my privileged role as a coach supporting clients attain their goals and dreams, I see a common theme in what they all desire – quite simply, to be happy, whatever happiness means to them.
In many ways, most of our overall desires revolve around "being happy” and getting satisfied. But what is happiness, how do we achieve it and can it last?
I believe the key to remember is that everything material is impermanent. Just like beauty fades, and youth slips away, so does everything material. So our happiness cannot depend on the material. If we keep buying stuff and fill our lives up with stuff, eventually we will end up with stuff all!
For most of us, our most precious commodity is our time – once spent we cannot get it back. We like doing, evolving, learning, interacting, growing and moving. So when do we get time to relax, meditate and enjoy simply being in the moment? Can we learn to be content and truly happy with ourselves right here and now?
Author Urayoan Paz believes we can and has created a method called Gratitude-Bliss Meditation (GBM) to teach people how to do so. Based on ancient philosophies and basic common sense, GBM is designed to bring peace of mind. To access a copy of Urayon’s e-book on Gratitude-Bliss Meditation visit http://leadingval.yougetrich.hop.clickbank.net/?tid=BLISS
For more information on how our coaching services can support you to achieve your bliss contact admin@leadingvalue.net.
Peace, happiness and love to you from Heidi Alexandra Pollard
Saturday, July 7, 2007
Something amazing to watch
In a totally different form of communication - watch how this incredible painter communicates with paint and paper!
Copy and paste this link: http://www.youtube.com/watch?v=OIJtKxdRQzY to view Paintjam Dan Dunn at work. Amazing!
All the best
Heidi Alexandra Pollard
Copy and paste this link: http://www.youtube.com/watch?v=OIJtKxdRQzY to view Paintjam Dan Dunn at work. Amazing!
All the best
Heidi Alexandra Pollard
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