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Bootstrap Marketing Columns
 Jack G Hardy
writes about Bootstrap Marketing in the
South Florida's leading newspaper!
A great source of marketing know-how, ideas and tips!
Look for it every other Monday in the Business Monday section
Please note: Click on each column's title to see the full column content.
Yes, just copy and paste to make your own copy.
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Will newspapers be saved?
Just six months ago I challenged you with this marketing conundrum:
“Who can foresee the reading habits of today’s ten-year-old, ten years from now?”
There were four major competitors: Amazon had just introduced its new, more powerful DX Kindle Reader. Barnes & Noble launched their electronic bookshop with more than 700,000 titles linked to “Nook” their new reading device. Google enabled publishers to sell digital versions of their newest books direct to consumers. And Apple’s innovative team was huddled on the sidelines.
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Who will save our newspapers?
This marketing mystery is still unresolved! Who can foresee the reading habits of today’s ten-year-old, ten years from now? A solution may be just around the corner!
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Do you win enough “stick around” decisions?
“What’s the best way to evaluate a website’s content?” was at the core of questions I fielded at a recent SCORE marketing workshop. We identified several important steps.
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Go Green? It’s a fast growing marketplace!
When I hear “global warming” – Some are shouting, “Humanity is sitting on a time bomb!” While others blast back, “We’re a long way from a global-warming oblivion!” Undeniably, consumers are increasingly concerned about global warming.
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1955: Nostalgia or a giant step to progress?
What did people talk about in 1955? That’s 53 years ago! My brother sent me an email list of topics. Perhaps you’ve received one too. In 1955, I was fresh out of military service, lived in a New York City suburb and had started my first job with Y&R.
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Social networking: Valuable or a predatory medium?
It’s whimsical to guess what will be the media habits of today’s 10-year olds some ten years from now. New digital media continue to emerge but there’s no clearly defined development path. But we can follow the pathway as time, experience and creativity shape the answer.
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Powerful Content calls for Wordsmiths - not Blacksmiths
Growing a business in a stalled economy requires tenacity, creativity and resourcefulness. When you focus these three talents upon your marketing communications, you’ll bring in new sales and customers even in tough times
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Customers enjoy haggling over price! Down to the last cent!
Would you haggle over a price? Nearly everyone, if asked, says, “No way!” Most research confirms that shoppers hate haggling and actually look for the “best lowest price.” But experience taught me that consumers often say one thing and do it another way.
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Be a Frugality Disciple!
Frugality has a very positive meaning! It’s the practice of self-discipline, spending wisely and avoiding unnecessary expenses. Unfortunately, some people confuse frugality with cheapness or miserliness. In today’s difficult economic state of affairs there’s a lot to be said for frugality and its bona fide Frugality Disciples.
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Are these trying times? Or really a great opportunity
“These are trying times! We’re in an economic slowdown.” If your proverbial glass is now less than half full, you’ve got to be worried about failure. Listen to the experts. They cite five reasons for small business failure: poor management, wearing too many hats, lack of working capital, cash flow problems and rapid growth. But they also have 3 great reasons for you to be thinking positively...
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Carefully Crafted Keywords Attract Website Traffic
Q: Jack, can you help me understand keywords for my website? How are they prepared and used?
A: Most everyone knows and uses Google - or other Internet search engines - as part of our daily routines. Google provides an effective advertising tool called AdWords™. Click on title for more...
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Your marketing master key is an email address!
A few days ago I was invited to a seminar, The New eMarketing Essentials, presented by ExactTarget.com at the downtown Hyatt Regency. VP Joel Books, in his opening comments, described the exploding communications time line. 1990: Four primary media; TV, Radio, Print and Display plus Direct Mail and Telephone. Today, 2008, there are some 32 alternatives!
That’s amazing! So, let’s put Joel’s time line in historical perspective.
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Who’s winning? eCommerce or Bricks & Mortar?
Q: I’ve been told that Internet retailers are growing faster than traditional “bricks and mortar” stores. Is this true?
A: Yes, it’s true! According to the U.S. Commerce Department, “Total retail sales (excluding petroleum, autos and restaurants) grew 3.7% last year. Retail stores grew 3.1% (one-quarter of a percent after inflation). For eCommerce growth - Click title
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You can’t win with disengaged employees!
Most times we look for increased productivity from better automation, better work and management processes or more skilled people. But effective employee engagement may hold the greatest potential for improvement...(read on)
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Three words can help you evaluate advertising content
Q: “Jack, how I can learn to evaluate advertising’s creative content.”
A: First, a quick summary. We want to think about how to send the right selling message using the right media channel to reach the right customer group.
This statement generates several other questions...(read on)
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Engagement – A powerful new marketing tool
Q: “Jack, please help me understand ‘engagement marketing’ - I’ve been told it’s a great opportunity for small business.”
A: You’re right on! The Internet has proven itself a force to be reckoned with! It has changed consumer habits and caused a communications revolution, worldwide. (read on)
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Resolve a problem? That creates real sales value!
Q: “Jack, I think I’m spinning my wheels! My sales presentation talks about what our product does. But I’m not getting much traction! Any suggestions?”
A: Do you agree? For every prospect there has to be a problem you can resolve. If not, you’re spinning your wheels. (read on)
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If you can accept losing, you can’t win!
Vince Lombardi, one of the most successful NFL football coaches of all time, looked at losing this way: “If you can accept losing, you can't win.”
I heard her say, “I guess you just win some; lose some! Winning an assignment is more difficult now than ever.” So I asked, “How are you going to profit from losing?” She shrugged. So I made a few suggestions...(read on)
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What’s a secret? Something you tell to one person at a time!
“Hispanics cultivate the most extensive personal and professional networks both online and offline among those studied, attesting to the potential effectiveness of grassroots and viral campaigns.” reported Theresa Rice, Director, US Hispanic for Burson-Marsteller, global public relations and communications firm.(read on)
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How do you predict cash flow for a brand new product?
Q: “I have a product that's in the patenting process. I know my potential market and have a very good idea how to reach them. I believe the product to be useful and that it will sell. But how can I get a realistic idea of the sales rate without any history? Advice would be appreciated.”
A: (Click above and read more
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Do you believe: Customer Satisfaction boosts Sales & Profits!
In previous columns I’ve recommended, “Stop, Look and Listen” to your customers. Anecdotal evidence abounds! Most agree: Yes, it would be nice if our customers were pleased with our service. Do you accept that customer satisfaction can be measured effectively? That positive customer satisfaction really generates growth and profitability? If your unequivocal answer is “Yes!” – (please read on)
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Go! Or No Go? Answer the Question!
Many readers know they can “Ask Jack and I’ll answer.” This question’s challenge focuses upon one decision: Go? Or No Go? My answer? There’s never a bad time to launch a new product. But take care. It’s not so much a question of timing as it is preparation...(read on)
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Here's a statement you can take to the Bank!
Here’s a statement you can take to the bank! Powerful marketing builds confidence and invites a purchase. So what is marketing creativity? Creativity in marketing has but one purpose: generate continuing profitable sales. So please read on...
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Perhaps you already know me:
As a Miami-Herald columnist: My Bootstrap Marketing in Miami-Herald’s Business Monday has attracted a wide audience within Miami-Dade and Broward business communities. My column is now entering its third year. Click to visit the Miami Herald, Business Monday
As a business author: My successful business book, The Core Value Proposition provides a new starting point for innovative business thinking and a powerful anchor for business planning.
For my unique mini e-book Sage-Reports: I select topics within the scope of managing money, people, operations, sales and marketing. Sage-Reports are available exclusively at this website in mini e-book PDF format.
Or my Bootstrap Newsletter: You receive a new and unique, common sense source of important – "use-it-now" – management information.
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