Tag Archives: sales

Curvaceous K

Congratulations to our Retail Professional Development
Certificate student’s Grand Opening!

Who:
Kathy Sanchez

Certificate Program:
Retail Management Experience

What:
Curvaceous K

Where:
Curvaceous K
179 Stanton Street (between Clinton and Attorney Streets)
http://curvaceousk.com
http://curvaceousk.blogspot.com

Why:
I wanted to provide women my size with the opportunity to shop in a boutique especially for them as most boutiques really only cater to about size 10/12.

Stop marketing, and you’ll see a change

We’re usually so busy trying to get started in marketing that we tend to forget that once we start, we need to continue. What happens if we don’t?

Today’s guest blogger,  Aruna Inalsingh (http://www.animarketingservice.com/) provides some insight into marketing, measurements and meltdowns of the corporate variety.  Aruna is President and Found of Ani Marketing Services Ani Marketing Service, and has years of experience providing strategic marketing solutions for a wide  range of companies, products, and services, starting their new programs and improving their existing ones.

“As a career marketer, one of the most common client requests is for a direct correlation between marketing investments and business revenues.  The reality is that it is indeed hard to quantify direct success from marketing programs.  Although with digital media, it’s getting easier, as you can track the number of followers, visitors, clicks, and online sales– especially if you don’t have any brick and mortar stores.  Furthermore, it is true that marketing takes time, resources, and/or money – ask Walmart’s CFO, Charles Holley!

That being said, here’s a story we like to tell about the value of marketing, which is exemplary of scientific proofs where you cannot prove if something is true, but you can prove if something is not true:
Seiko Watches was founded in 1881.  They were a strong believer in marketing, and with an ongoing commitment to invest in company promotion, within a short amount of time they developed a solid reputation for affordable and reliable watches. Seiko had a monopoly on this market until 1930, when Citizen Watches was established. Citizen wanted to be the Pepsi to the Coca-Cola, if you will. Citizen proceeded to invest as much money in marketing, if not more than Seiko, to achieve a similar brand recognition (and revenue stream). It never happened … until 2008. The global financial crisis in 2008 hit everyone hard. Seiko and Citizen had to make strategic decisions. Seiko decided its brand was strong enough to temporarily sustain itself with a skeletal marketing staff, and Citizens decided to maintain as much of its marketing program as possible, in context of its diminishing budget. In 2010, when Seiko was ready to re-invest in its marketing program, initial research showed that the consumer market thought Seiko had gone out of business and therefore had turned to Citizen as the market leader. It took 2 years of marketing withdrawal to ruin the 127 year old Seiko watch dynasty. Today Citizen has a similar brand and market value to Seiko.”

 

Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.

Who doesn’t want significant business results?

There’s a new book, that just came out, called “Significant Business Results…   Ten sales secrets that your competitors know and use!”  The author is Franne McNeal, a serial entrepreneur, business coach, the youngest person ever to be awarded a training contract with the City of Pittsburgh among other things such as restructuring, training and development at such places as PNC Financial Services, and SmithKline Beecham.  She’s a certified Kauffman Foundation FastTrac facilitator, and Adjunct Faculty for the Goldman Sachs 10,000 Small Businesses Initiative. She started her first business while still a student at Princeton University.  I occasionally facilitate with Franne and she is an amazing force.

So why should you care about Franne’s credentials and book?  Well, creating your product is only part of the story of a successful entrepreneur. You then have to get it out the door (or to shameless plug the first chapter in my book, “Lies Startups Tell Themselves to Avoid Marketing” – “ If I build it, they will come”.. I guarantee NOT if you don’t market, which goes hand-in-hand with sales).  Franne tells you how to accomplish this in 10 steps – with exercises and examples sprinkled throughout the book at just the moments you need them to help you get to the next step. Her 10 chapters give you an idea of what you will learn when you read the book (and grow your business if you practice them):

1-      Define Your Target Market
2-      Create a Powerful Offer
3-      Use Testimonials for Social Proof
4-      Generate Unlimited Leads
5-      Create Immediate Sales
6-      Use Scripts to Increase Sales
7-      Create Repeat Business
8-      Double your Referrals
9-      Reverse Risk to Increase Sales
10-   Create Added Value

It’s a great book for your armamentarium – even if you know most of the topics covered, it’s always good to have a refresher.

 

Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.