Small Business Marketing Strategy – The Importance of Customer Commonality

Cliché but true: customers come in all shapes and sizes. Just check out any grocery store or gas station: you see a cross-section of society, right? You find people from many walks of life and all income levels. But underneath the surface these people share something in common: for some reason–known or unknown to the store’s owner–they all made a choice to shop at the same place.Here’s the small business marketer’s primary puzzler: why do they come to my store? What do they have in common that makes them my customers? Once I know that, then I can discover (and reach) more of them.If you are fortunate enough to have a customer database then you can integrate known data, primarily purchase data, with psychographic or demographic data you acquire from outside. You can then combine both the internal and the external data to construct a composite of your customer base.However, if you are like most retail stores, you will have to rely on other types of data, such as survey data and research data, to establish your customer profile.This type of research can get expensive. Very expensive. Frankly, top-drawer research data is often outside the budget scope of many small businesses. Yet, as a small business marketer you know that understanding your customer is a key to gaining a competitive advantage over your competition.We suggest two sources which are far less expensive than traditional research. Of course, if you have the budget, by all means spend a portion of it with a reputable research firm. But if you don’t here are a couple of sources that can give you some insight.First, look to your peers in your industry. Your trade association and your trade publications both have general information on your industry’s customer base. Granted, this isn’t primary research specific to your individual business. Plus, this is data typically compiled at the national level. Yet, you can combine this industry material with your own common sense and your state or city economic and demographic data. Once done you will have a localized picture of your industry. This can yield some good, if general, facts about your customer base.A couple of half-days spent in this type of research often can yield insights that can’t be acquired without extensive (and expensive) research that is hired out.The second asset: employee research. More on that in our next article.Remember: Brand (who you are) + Package (your Face to the Customer) + People (customers and employees) = Marketing Success.© 2006 Marketing Hawks

The Battle For Vacation Rental Supremacy – HomeAway Versus TripAdvisor

The sum paid for Holiday Lettings has not been disclosed but one would assume that it generated very good value for the 2 co-founders of Holiday Lettings. And, since TripAdvisor is owned by the publicly quoted Expedia, one would also assume that it represents value for Expedia’s shareholders over the long term.But question: Is this value for the customers of Holiday Lettings, the owners and renters that have made the site so successful until now?The Advantages of CompetitionFor starters, someone that challenges the supremacy of HomeAway brings competition to the market place. And with competition, usually the consumer wins either through price or through an improved product. Price is unlikely to change because an annual listing fee on these sites is typically around $300 hundred dollars. If you achieve a few weeks rental then it’s a relatively cheap and hassle free service. So if not price then what?Perhaps investment in product? Bearing in mind the millions which HomeAway is setting aside for it’s marketing programme, including the recent Super Bowl ad, then it’s likely TripAdvisor will put some money into Holiday Lettings, or it’s US based vacation rental business, Flipkey. But aside from investment and some competition for HomeAway it’s hard to see any other advantages, especially as TripAdvisor claims to be leaving Holiday Lettings to run independently.The Downside of GrowthWith boasts from HomeAway that they have 500,000 listings worldwide, and TripAdvisor surely having similar ambitions, we have to wonder whether these sites are becoming too large. With growth you usually risk losing sight of your customer who, in the end, controls the success of the product. And with growth some owners claim that their rental listing is lost among the masses of other rentals in their area.Where Should the Investment Go?What are vacation rentals all about? Surely they are now exactly what they were 10 years ago – a more personal vacation accommodation option than corporate hotel chains, with very good value and facilities. With the explosion of social media and the trend towards people wanting to engage with real people, we believe there is a perfect storm between social media, the internet and vacation rentals. If there is investment money available then let’s refine the product to bring real value to customers – give them the platform and tools to promote everything that’s great about vacation rentals. Let’s see the owner, let’s hear their knowledge of the local area, let’s see their videos, their Facebook pages – let’s bring personality back into vacation rental websites.

Forestry Investments – How to Maximise Returns and Minimise Risk

In the current global climate, defined by low interest rates; high inflation; volatile investment markets; and poor short term visibility, investors are seeking out alternative investments that generate growth and income that does not depend on traditional market performance.As such, much attention has been focussed on timber investments as a tool to preserve capital, hedge inflation and generate superior income in a low-risk environment.Institutional Investors such as pension funds, university endowments and hedge funds have long known the benefits of investing in timber assets, with many such as the Yale University Endowment Fund holding 28 per cent of their investment portfolio in real-asset alternative investments including tropical forestry investments and farmland.Timber investments are seen as generating non-correlative investment returns due to the fact that the majority of revenues is sourced from the biological growth of the tree, with only a small percentage of return attributed to timber price growth or land value appreciation. One credible university study found that over 60 per cent of returns from forestry investments can be attributed to the ‘biological hedge’.Demand for timber products remains strong, and rises roughly in line with population expansion, a factor compounded by economic expansion in developing nations leading to a n increase in consumption of timber products per capita as new homes and other infrastructure in developed.Currently, around 30 per cent of global timber supplies are sourced from illegal logging, and a further 40 per cent form unsustainable sources. The future demand dynamics then indicates that timber investments are likely to continue to outperform other assets such as equities, as they have for the past 30 years.Taking a very broad view, forestry investment returns can be enhanced and potential downside risk substantially reduced through the application of strategic species and location selection, combined with experienced forestry management to create a sustainable and profitable investment model.Broadly speaking, the faster a tree grows into commercially viable timber, the greater the return on investment, so selecting fast-growing tropical timber species is the first step in consolidating profitable forestry investments. Bamboo is one example of a timber species with great potential as a subject of sustainable forestry investments due to the fact that the rate of biological growth is so rapid as to ensure a commercially viable, harvestable timber stand within 4 years of planting.Other features to take into account to maximise forestry investment returns are sustainable plantations managements, suitable site selection and investing in upstream products developments, allowing timber growers to process their raw materials and sell value-added timber products such as boards and other processed wood products.Investors interesting in harnessing the characteristics of forestry investments for their own portfolio should be encouraged to seek advice from an independent third party with experience in identifying and delivering successful forestry investment projects.

Many Options in Chicagoland Healthcare

Today in the world we all have so many different options as to our healthcare and what we want and where we get treatment. This is both a good and a bad thing and access to health care is so varied as well. But that of course is an entirely different issue than options that are available within the world of healthcare. Healthcare has really become a true industry and this has its advantages and its disadvantages as well. The Chicago area is no stranger to these issues in healthcare as the area is so big and hugely populated. Even some of Chicago south suburbs healthcare is much different than it ever used to be. There are many different providers and many different options available to patients.Take Bourbonnais Illinois healthcare for example. This area used to be relatively small and without a large number of medical treatment options. Now there are multi-care agencies that almost serve as a one stop shop if you will. This can be a huge advantage for a patient who can find many provides at their fingertips and many providers without having to drive all over the city and even the state to find treatment. This is commonly referred to as the industry of healthcare as there are many people working together to make almost an assembly line of care and treatment that is better for patient and even better for treatment providers as well. There are many options available as far as locations go and also forms of treatment go as well. This seems to be the best of both worlds for a patient.Chicagoland healthcare has changed over the years to evolve with the change days and needs of patients in the Chicago area. There are options that are natural and also more traditional options for patients. Sometimes a patient can have both homeopathic and traditional treatment within the same treatment complex. This way of treating also means that many doctors are connected and should be able to communicate together about any one patient with permission of course. There is also a good network of doctors and hospitals and uniformity of treatment and practice. Patients have been driving the changes in the industry with their needs and wants and it seems to be making a difference.


www.metayl.cf www.tpscheb.cf www.kubita.gq www.psymap.gq www.bpvz.cf www.kzadmin.cf www.pizamka.ga www.tdsmart.ga www.sayter.cf www.detivl.ga www.tnkl.ga www.pizamka.cf www.ebudka.ga www.dnesska.ga www.ipknus.cf www.hostlib.cf www.dlolimp.cf www.glomaro.cf www.liftok.gq www.lcibe.ga www.klyuz.cf www.theants.gq www.liftok.cf www.kvaskb.cf www.snochgu.cf www.culty.cf www.hihiha.cf www.leolr.gq www.lcecacw.gq www.mynwave.ga www.mirlied.cf www.mballod.cf www.lihoss.cf www.kriavto.cf www.gaswild.ga www.ocnaswc.gq www.arzweb.ga www.ltender.gq www.oilbord.cf www.belal.ga www.ihayat.cf www.clipone.ga www.elekot.ga www.gromani.gq www.ickazan.cf www.esbrain.gq www.gsoramo.ga www.biniku.cf www.gorgyys.ga www.norvard.ga www.oknahm.ga www.oaopik.cf www.newkal.gq www.nilsoil.cf www.rinebun.ga www.pprsama.cf www.pposhta.cf www.ofcpb.cf www.possnet.cf www.juiendo.ga www.jdtam.cf www.newroud.cf www.postrem.cf www.mylofk.cf www.obena.ga www.nabford.cf www.jobcpa.cf www.jobpays.cf www.jrgruop.ga www.knonde.cf www.jotina.ga www.faresi.gq www.ivdns.gq www.esifar.ga www.igrotei.cf www.inverzu.cf www.joqwt.cf krtx.info www.gpresh.ga www.gnewgt.gq www.gedafoss.cf www.maybey.gq www.adbikes.gq www.tuuci.ga www.wroof.cf www.usaname.cf jztx.info 966989.info www.mcnab.cf