Over the years, Posh Spice has taken a lot of stick. Women don’t like her because she took Becks away from them and Manchester United fans don’t like her because … well, because she took Becks away from them. In the years since the Spice Girls finally stopped pumping out hits, Victoria Beckham has somehow managed to create a career as a fully-fledged fashion designer. This act deserves our respect, and here’s why.
She wasn’t qualified.
Sure, she had connections and plenty of backing, but Victoria Beckham started out a fashion design business with passion for her journey and very little else. What did she do? She immersed herself in the industry and studied hard.
Everyone wanted her to fail.
When Victoria Beckham first announced that she would actually be designing her own clothes, the general reaction was one of scorn: “What does a Spice Girl know about fashion?” “She wouldn’t be able to do it if she wasn’t married to Becks.” “God, I still can’t believe he went to Real Madrid.” Over the years to come, she simply went about her business of designing, before everyone (rather reluctantly) admitted she was actually good.
She did the hard yards.
A sure-fire way to earn the endless ire of her detractors would have been to spend all her cash on a massive debut fashion show event, but Victoria did nothing of the kind. Instead, she slowly built up her business, beginning with designing some high-end jeans before moving on to sunglasses and then his-and-hers fragrances. She only released her first full year fashion collection in 2008, five years after she’d began working on her company.
In 2011 Victoria Beckham won Fashion Designer Of The Year at the British Fashion Awards. This was an important award because the voting was from her peers in the fashion industry. When she collected her award, apparently, she cried. You have seen Victoria Beckham’s public face, she notoriously doesn’t show emotion. That she cried shows how much this meant to her.
The Spice Girls achieved phenomenal success but, still, people like to rubbish them and claim that whichever girl they’re picking at the time can’t sing. Victoria then had the nerve to marry a famous footballer. Every stumble and set back seemed to be greeted with schadenfreude verging on delight. In her efforts to make it as a fashion designer she worked hard, regardless of criticism. To win an industry award judged by your peers has nothing to do with how much money you have or who you are married to. It has to do with talent.
There’s a lot more to Victoria Beckham than meets the eye. She’s a tough cookie and she deserves some respect.
Marketing and promotion plays a vital role in any type of business. That’s why small and large companies are constantly trying to apply effective and unique marketing strategies to expand their business.
SEO for your business
If you have ever wondered why competitors’ web sites are ranking higher than yours then it’s as a result of a well managed web marketing technique referred to as Search Engine Optimization (SEO). SEO is a technique that facilitates search engines to recognise and rank your web site higher than sites in response to a search.
Link building and on page SEO are two of the most important things that you need to consider when it involves your UK SEO campaign. Link building is the method of gaining links to your website from other websites as these links pass some of the power of the website it’s coming from back from to your website and, cumulatively, this builds up. On page SEO marketing is the method of optimising your website in terms of the language used so that the content is absolutely relevant to the search terms that you are targeting. You also need to make sure that the site contains no programming errors and conforms to current web standards.
If you are an expert in SEO this will be a very basic summary of he subject. However, if you are a student this will be a useful beginners guide to SEO.
When it comes to using social networking sites to improve your business or reach out to more people, you don’t need to be a modern company with a modern product or service. It would be easy to fall into the trap of thinking that the modern methods of communication relate to modern businesses but this is not the case. Social networking sites like Facebook and Twitter provide every company and industry with the chance to properly engage with their customers and potential customers. All these new sites provide is a different way to communicate and meet the people that you want to meet.
This means that there is something on offer for everyone, even the ones that may think their existence is being threatened by modern technology. In the rush to hail Kindle and other e-readers as being the most important breakthrough reading has had since the invention of the printing press, it can be easy to overlook that millions of people all over the world still enjoy books. There is something about the look, feel and even the smell of a new book and even though e-readers provide a great way to have all of your favourite books and articles with you in one place, there are times when a book is still the number one choice.
Even though self-publishing authors are taking to Kindle and other e-readers in their droves, there is still a call for book binding services. Whether you are a student looking to hand in your dissertation or you want to give a personal present that really matters, a book binding service is something that can come straight from the heart and make you and the recipient feel loved.
Provide an incentive to potential customers.
This is where the services provided by The Book Binding Workshop can come in very handy and the company took to Facebook to promote themselves and reach out to a new audience. In order to make an impact, they decided to give away something for free. This is one of the oldest marketing tricks in the book but it shows that modern social networking sites can be used in the exact same way as the former communication channels.
The upshot of the promotion was that any customer that paid for $300 or more of book binding supplies would receive a free 248 page hardcover book. This offer was placed on Facebook and while the company sent out an initial email to existing clients informing them of the deal, the only place to gain access to the offer was via the social media site.
In the space of one month, the number of fans liking the company on Facebook had grown massively. At the start of the campaign, the company had 50 fans and within one month of the campaign, this had grown to 650. This meant that the promotion picked up an additional 600 fans for the company’s Facebook page. This meant that from this point on, the company would be able to engage with these people regularly, in the place where these people were hanging out. The connection that a firm makes with customers on Facebook can be friendlier and more engaging than a connection made in a more formal location.
The campaign was a success with respect to the bottom line as well. The campaign resulted in additional sales worth $15,000. This was a large amount for the company and it more than justified the decision to enter social networking with a proper offer. The fact that the company was already on the site but with a poor number of followers indicates that having a social presence is not the be all and end all.
There is a need for a company to engage with clients and provide them with a reason for engaging with you. This is exactly what The Book Binding Workshop found with their social networking promotion.
Sometimes the wide range of marketing advice available can make it all look a bit confusing. However, basic marketing for a small business can be fairly straightforward. Here is the story of a driving school which undertook a well thought through campaign which gives you the anatomy of basic well structured marketing.
While many firms are falling over themselves to utilise the new marketing possibilities offered by social networking and the rise of the internet, this is not the case for every company. The tried and tested methods of getting through to customers and providing your message in an effective and worthwhile manner are still as valid today as they have ever been. It can be easy to get excited about the method of the message as opposed to the message itself. Reaching out to the people that you want to and providing them with the relevant information that they need to make an informed decision is still one of the best ways that you can achieve success in business.
You need to take on board that the methods of reaching people by the new social media sites are exactly the same as companies would reach out to clients in the past. Finding your customer demographic and targeting them in a known and deliberate manner has always been a cornerstone of marketing and it is as true today as it has always been. This means that businesses should be able to utilise this sort of promotional campaign as effectively as they could do with a Facebook or Twitter promotion.
The Behind The Wheel School of Driving in Shaker Heights showed that the marketing methods applied over the years, and now more commonly found on Facebook, can still be applied in the real world. The company aimed to reach out to learner drivers, which of course could mean drivers of any age but with respect to targeting a particular demographic, it becomes easier to target the people who are just becoming the legal age to drive.
The company new their audience
To find the people that they wanted to reach, the company bought a list of information that focused on children who were turning 15 or 16 in the near future. This was the age group that would provide them with access to people who would be interested in taking driving lessons and developing their driving skills.
The company then printed off 12,000 postcards, with 5 different backs. While the overall message of the front of the postcard focused on informing the recipient that driving was fun, the backs of the card were tailored to a specific location. The front of the car featured a Mini Cooper, the car that all of the pupils would drive while attending at the school but the back of the postcard provided localised information.
The company had sorted out their recipient list into different post code areas in the wider region. This allowed them to target potential pupils for their specific driving schools, as opposed to the larger school in general. This provided a very localised feel to the service and there was also a money off element on the back of the postcard.
The offer was to receive $10 off the price of the first driving lesson if the student book their lesson after receiving the postcard. The back of the postcard also contained the driving school schedule for the next few months, allowing the potential drivers to fit lessons in around their schedule before they even made a booking.
Once the postcards were being received by the intended recipients, the company noted that they were receiving an increase in the number of calls with at least half of the callers on a daily basis enrolling for the driving school. The company also noticed that they experienced month on month growth for people signing up with the school. This was explained by people weighing up their options before signing up and the benefit of the word of mouth promotion. The company also experienced an uptake of people who had not received a postcard highlighting the services the school provides.
While the demographic targeting for the postcard campaign could have been carried out on Facebook, the company believed that the physical nature of the postcard helped them to stand out from their rivals.
Google loves content, so write articles, give advice etc. Then notify your social networking sites by linking. With Twitter you have to shorten url's as you are limited to the number of characters per tweet.
Link pages and articles using e.g., tinyurl on FB, esp Twitter!
The following is a snippet from the interview with one of Irelands foremost Digital Marketing exerts - David Douglas Ebow, in Business Plus magazine (it is also said by
Mainline Digital Communications have developed a new recruitment and training programme to help dealers who are looking for 4G accreditation.
The 4G network has now been released to over 50% of the UK population, according to the latest figures from mobile network EE. Many businesses will now seek to harness the potential of it for their own company purposes.
Mainline, who are an airtime distribution company, have begun to run a series of online training webinars that will introduce their staff and dealers to the propositions and processes relevant to the new superfast network. Six sessions have been run so far, and more are expected in order to meet the planned ongoing demand.
It’s also possible for dealers to visit the web portal specifically set up to focus on EE’s network, where they can access marketing collateral, price guides and the brand new online training facility.
Andrew Boden, who is the Managing Director for Mainline, said: “We have had a lot of enquiries about 4G and, now that accreditation is available to anyone who meets specific criteria, we have a process in place to help dealers to achieve it. Response to the accreditation programme has been excellent, with around 90 dealers already accredited and more to follow. It shouldn’t be long before we’ll be working with over 100 4G accredited specialists across the country.”
With the network expected to be rolled out to several more major UK cities over the next year (EE are targeting 80% of the UK by the end of 2013), there will doubtless be more recruitment and training set up around it over the next few months.
For years drug companies have been accused of using underhand methods for soliciting new business, promoting themselves through unethical tactics and advertising themselves under the radar. Issues have arisen including the promotion of drugs through the use of internet chat rooms, getting access directly to students and patients in order to avoid the advertising ban placed on them.
Along with this comes allegations of cartels – companies engaging in anti-competitive strategies as well as suggestions that these organisations have been releasing public information on certain illnesses with the intention of encouraging people to visit their GPs to request treatment for which the very same organisations will provide the cure.
Doctors will say that we should trust them to make the best decisions for their patients, regardless of all of this activity. However, the fact of the matter is that if it didn’t yield results the drug companies wouldn’t do it.
This is an argument that has been raging over the last few years and shows no sign of abating. It seems to be a much wider problem than a sales rep simply offering to take a Doctor out for lunch and it appears to be a practice that is on the rise as pharmaceutical companies in pursuit of cold hard cash become ever more resourceful in trying to gain those all important sales and contracts.
An example of this is the case of Glaxo who recently had to pay around $3 billion dollars to settle a case that included civil penalties for the improper marketing of about six drugs among other issues. Complaints were made by Glaxo employees about these improper practices that took place between the end of the 1990’s through to the mid 2000’s.
Those prosecuting showed that Glaxo had tried to influence decisions made by Doctors by offering trips to a variety of destinations including holidays to Bermuda and Jamaica along with corporate entertainment and Spa treatments. Glaxo is reported as saying that although it would not back away from these allegations the practices were operating a number of years ago now and the way the company now operates is very different.
Is this really the case though? Or is the truth a slightly more cynical perspective? That all that will actually happen with the mercurial nature of these pharmaceutical giants and their huge marketing budgets is that they will find a new way to avoid the regulations and unfairly influence the medical community and the public?
The following article is an example of purchased content. It’s not the worst that you will see, because the grammar and spelling basically work. It cost $5.
One of the most controversial issues across the globe today is tobacco marketing. Modern medicine shows the direct harmful effects of tobacco for its users. Despite the vast scientific evidences against their products, tobacco companies were able to maintain growth through its marketing campaigns. This is the reason why many countries around the world are considering the total ban of tobacco advertising.
Did you ever see people smoking at a very young age? The most common reasons why youngsters start smoking include family, friends and media influence. Inside their own families, a smoking parent or older sibling is one of the strongest influences. Being familiar with the sight of tobacco, teens consider this normal and expect that when they get older, it will be their turn to smoke.
Let us now look at the media influence through marketing campaigns of tobacco companies. As stated earlier, science presents strong evidence against tobacco use. Regardless of this fact, tobacco use is still prevalent, leading to serious medical conditions. Why then, despite the harmful effects of tobacco, would people continue to do this?
People use tobacco despite the harm partly because of glossy and suggestive marketing campaigns. Every single day, these campaigns were designed to encourage the public to buy tobacco. In fact, over the years, tobacco companies targeted teens, families, and women.
Tobacco companies use product positioning, brand extension, marketing through major public events, and even social media. This is the reason why everyone is exposed to their marketing campaigns. It has been very aggressive and very successful.
The aim of these campaigns is to convince people that tobacco can satisfy their needs which include popularity and acceptance. With these campaigns surrounding us, our youth are overly exposed. These campaigns are not ethical as they target everyone, without exception. When then kids see the “cool” packaging of tobacco, they feel that it is not bad because all they see is a colorful well designed box sometimes with sexy pictures. This packaging hides the truth about tobacco use.
You have an opportunity to defend children and your loved ones from these marketing campaigns. It’s a matter of having all concerned individuals stand up and have one solid voice regarding the issue. It’s never too late to make the right decisions. Let us all learn from the lessons of the past and start building a healthy future.
We supposedly live in more enlightened times and the people of today are a lot more tuned into what is acceptable and what is not acceptable compared to previous generations. This leads many people to think that there will have been a change in the mind-set of many marketers and those old-fashioned marketing principles will no longer apply.
There may have been subtle changes but there is no doubt that today, as it did back then, “sex sells”. Anyone that is in any doubt of that only needs to consider the success of the 50 Shades books and the wave of e-book friendly “higher-class” erotic literature that followed in the wake of it. No matter the era and no matter the genre, people are still fascinated by sex and marketing firms will always look to see if there is a sexual angle that they can take.
If there has been a change in the attitude of marketing firms, it is that the “sex sells” ethos is now equally focused on appealing to women, which is a marked difference from previous generations. Any company that explicitly uses traditional styles of sexual overtones in their marketing will find that they come under fire from many different groups.
An example of this can be found in the way that firms who drape a pretty looking scantily clad girl over products such as cars will be criticised and considered to be living in the past. This can be contrasted with the successful marketing campaigns for products such as Diet Coke where women practically drool at the sight of a well-chiselled man without a top on.
This comparison indicates that we are not exactly living in more advanced times with regards to sexual overtones in advertising but there is no doubt that the rules have changed. When it comes to adding a sexual edge to an advertising campaign, a firm will have more success and will face less of a backlash if the product is aimed at women and men are subject to objectification.
Some people will say that this is about time and will point to the fact that it is merely balancing up the wrongs from a great number of decades. Other people will point out though that we are no further forward in moving beyond the “sex sells” attitude in marketing, it is just the focus that has changed slightly.
My own point of view is that we may have come a fairly long way but we’re still a good 20 years behind where society really is. Until we see mainstream advertising reflecting same sex advertising or, horror of horrors, acknowledging that disabled people have sex then we really aren’t reflecting society as it really is at all.