Jul

18

Deer-in-the-headlights marketing: riding the downturn

July 18, 2008 | Leave a Comment

I’m a little late today. Long story.
These days, there seem to be a lot of people around sporting that DITH look — you know, the panic-stricken look that says I’m about to get hit by an 18-wheeler!
Even if you’re not feeling that way about your routine marketing chores, you may be feeling that way about […]

Jul

9

Deer-in-the-headlights marketing: get real

July 9, 2008 | Leave a Comment

Here’s a point I’ve made more than once: when you run a microbusiness, it’s important to invest in the intangibles.
That’s about resources. When you don’t have a giant marketing budget, you need to rely on your reputation. Your reputation is built from a combination of the quality of your product, the quality of your customer […]

Jul

3

Deer-in-the-headlights marketing: attract, don’t annoy

July 3, 2008 | Leave a Comment

So here we are, in the midst of a lengthy spate of conflicting information.
On the one hand, I keep hearing that people like getting commercial messages from companies engaged in the fine art of customer acquisition. This is the justification for the DMA’s preference for opt-out rather than opt-in; they say, how can people know […]

Jun

5

Deer-in-the-headlights marketing: don’t be rude

June 5, 2008 | Leave a Comment

Now, here’s a peculiar thing about life online.
If Dawn Rivers Baker, consumer, doesn’t like getting spam in her email inbox, that makes her pretty normal and there are plenty of people who will defend her right to control her own inbox.
If Dawn Rivers baker, business owner, doesn’t like spam … well, that makes sense, too. […]

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