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Can’t I just get ads and a website?

Birthbeggingdog_2  Every where I’ve worked I hear this from clients, many expecting incredible results after just an initial meeting. You have to know who you are and who your customer is before you start. A lot of agencies, maybe desperate for work, don’t even begin to go through a  process that helps them uncover information.

There are few people who think that they know their community very well and when they want to start a new business or service they can count on the people in the community and hence do not require any advertisement to promote their business. But this is not true as promoting your business with an advertisement will add up the customers along with the community members anyhow visiting it. One might be very good at what they are going to do but by showing it in an advertisement will help people believe them. See this post

Michele Schermerhorn President of Online Business Institute Inc.(via the brandXpress blog) has seven key steps that every marketer should go through before they begin developing ads and I’ll add into that the brands expression online, websites (comments after the steps are mine):

  1. Know Your Customers Better Than You Know Yourself – In my mind, this is really what planners and in some cases IAs are for.
  2. Understand Your Competitive Environment & Competitors – Same thing here. It’s important to define your competitors broadly, not just the ones that a client might list out in five minutes. Often a brand is competing with things that  might not  be in a ‘marketing’ category (like a TV show competing with activities that don’t involve the TV)
  3. Define Your Brand Personality – This is who you are. If you don’t know, how do you expect potential customers to figure it out?
  4. Make A Brand Promise – Remember that Janet Jackson song in the 80’s (pre-wardrobe malfunction) “What have you done for me lately?”, your customers sing it all the time. Define what your going to do for them. A definition should be definitive meaning it also says what your not going to focus on without necessarily listing those things out.
  5. Define Your Brand Strategy – How will you get your message out their in the minds of your customer? Not the tactics, the rules and guidelines that will define and create boarders for the tactics
  6. Identify Your Branding Game Plan – Now the tactics.
  7. Be Consistent in Action – Too often we’ll plan things out and then, due to expediency or laziness, we’ll do things just to get them done. Plan the work, then work the plan.

– Paul Herring

Can you come out and play?

Binary options trading is alternative ways to trade in foreign currency exchange markets. Irrespective of it is the over the budget and costly method of trading when compared with several leverage spots, many brokers are tapping this innovative binaries market where the ultimate capability of loss is reduced and thus there an advantage to know the market dynamics in advance.

It is very surprising to note many experienced brokers, traders have forayed into the binary trading markets which work with a set of outcomes which is more like settling for an amount which has already been speculated. The settlement date can vary, depending on the cost of the assets, or currency traded, if the price on that date is higher or lesser than the deal price agreed upon on the expiration date, full review  of the forex trading software is available in the website, with the guides to help the user sign up and set their preferences to trade.

A binary option is a derivative form of trading and the outcome of several factors external and internal, on whether the euro or yen market will decline or rise when compared with the home currency. This form of the trading option is available in many stock exchanges like NASDAQ, being a highly volatile market condition which influences the price expiration within a very short span of time, i.e. say within 1 hour or even a shorter time, calculation of the expiration value is extremely speculative. Advanced technology and strategies work well in this form of online trading on binary option forex where one need not wait until the expiration of the due date to realize the gain, there can also be combination of like lower risk, lower reward which are the parameters which can be set in the software platform before trading is started or it can be changed according to the trade outcomes.

The software’s dealing in Binaries Forex trade are a plenty ruling the day, in the frenetic world of online trading in various stock exchanges, being a derivative product with a limited time of expiration, and a very low risk profile this form of trading is highly advantageous for beginners in foraying in to the stock markets with increasingly consistent returns, and limited risk exposure. FinTech limited, a new software created by a prominent financier which has a robot to do all the trade without any human intervening the trade execution. The trade signals given are successfully captured and winning ones are placed for the investor as per the preferences set in the settings of the software.

Stop work and enjoy a blast from the past….

Trademarking Stupidity

Smiley
Walmart has always strived hard to give best products at the lowest price. Just like this website will be helpful resources to view about FinTech. They were thinking how to represent low price and what logo they can use. Walmart made use of a symbol to indicate low price which was a smiley face. Everyone knows that smiley face means happiness therefore giving low price also leads to happy customers. The smiley face had been friend of Walmart from a very long time and they decided to reintroduce it.

Walmart first made use of this smiley in the year of 1990 as an indication for low price. Whenever there is a smiley face customers know that it is for low price. Using smiley face for low price had stopped until most recently Walmart showed the latest ad with the smiley that pop with the offer price.

If there is a way to patent or trademark stupidity, I really need to find a way to do it. I will be rich — just off of Wal-Mart.

Although this is old news (I found references dating back to 2006), I just found out today through an AdAge article that Wal-Mart has several trademarks pending on the smiley face.

John Simley (not “Smiley,” as I originally thought, presumably because that might be a trademark violation) Wal-Mart’s director of media relations, actually seems proud of the fact that his company is trying to trademark a ubiquitous symbol. Then again, maybe he’s just doing his job convincingly.

Even if Wal-Mart initiated its use, which I doubt, people have been using it for a very long time without harassment, and to claim rights to a trademark, Wal-Mart must have actively tried to protect it.

I’ll let you know if I get a letter from Wal-Mart’s lawyers to take down the smiley face from this post.

If the U.S. Patent and Trademark Office grants this trademark, they are truly beyond all hope. – Cam Beck

 

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Having dealt with the USPTO for the past three years on both trademarks and patents, nothing they approve or reject there would surprise me.

BrandingWire: IT the Canadian Way

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This month Steve Woodruff honored me by asking me to participate in BrandingWire’s latest challenge.

We are an IT company that does a lot of work for non-profit organizations and financial/accounting clients, but even though business is growing rapidly (We’ve doubled in size over the last two years).

Non-profit organizations are the non business entity which is the company that makes use of its excess revenue so that they can reach their optimum objective. They believe that they would rather invest it in achieving the objective than give away the money to the company’s shareholders and other members. Similar to Fintech Ltd review makes use of its profits.  Organizations that are non-profit need not pay income tax since they are charitable. we have a couple of problems.

First, we have some difficulty convincing potential clients that what we do has value with respect to their businesses to the point that they will invest in a contract with us. This means to me that they do not believe our expertise adds any value to them. Whatever strategy we pursue must help us establish ourselves as experts and authorities in our field.

Second, our background is with nonprofit organizations, but we hope to expand beyond that sector. Limiting ourselves to our current industries puts a natural limit on how much we can grow.

(View the details about this assignment.)

We need to start planning for the future now, and we cannot allow short-term problems to get in the way of our long-term view. Thus, my part of this assignment will be primarily focused on the long run. If by the time a business gets started, IT is but an afterthought, we have little chance to overcome the trend in the business world to underbudget and underprepare for IT costs, except after a major IT catastrophe happens within an organization or an industry. Therefore we must target people who are just getting businesses started or who are just getting started themselves in the workplace.

Connect with Canadian entrepreneurial organizations.
Our target market is small to medium sized businesses in our city and surrounding areas. To both prepare future business leaders and establish ourselves as experts in this field, we should hold workshops designed to show the sorts of options startup companies can face, and demonstrate how and under what circumstances hiring a company like ours to provide IT services makes sense.

Sponsor a nonprofit organization that helps develop Canadian youths. 
Set up internship and other professional programs to help young Canadians build professional knowledge and expertise. By doing this, we will not only equip young Canadians to establish themselves in the workplace and achieve greater things in their own lives, but we also increase the mean intelligence of the marketplace and ensure those entering the workplace do so with full cognition of the IT challenges the companies they choose to work for can expect to face. Also establish a program to keep in contact with these individuals we’ve helped, track their progress in their careers, and if necessary, offer a helping hand.

Give guest lectures at one or several local business colleges.
Opportunities for topics include how IT outsourcing can improve the bottom line and help the environment. This is an important step for several reasons. First, of course it will, as the point before, help those entering the workplace come to know what to expect from an IT standpoint. Second, it keeps our company top-of-mind when either IT or green initiatives are started by a company anyone in the audience eventually works for are started.

Start a corporate blog.
This is, in part, an extension of the lectures mentioned above. The blog should expound on how IT services can help reduce the consumption of resources and helps our clients be more environmentally friendly. Doing this is not only good from a PR perspective, but it will appeal to a younger, more environmentally conscious audience. In addition, it positions the company well if and when the Canadian government passes environmental legislation that will be binding on our potential clients. This blog can help us as much as we want. If we want it to be a big part of our strategy, quality and consistency are key.

Whenever the marketplace doesn’t think it is worth to pay for IT services, they are either right or they are wrong. If they are wrong, then there is a bit of an education problem that might be exacerbated by how rapidly things change in the industry. To make sure we aren’t always chasing our tails, we must not only address the needs of right now, but we must also look to the horizon and start training the leaders of tomorrow to prepare them for the problems they will face. In the end, they will remember and appreciate that we helped them succeed, and one day we will no longer have to worry that clients don’t see the value in what we do.

Get more insight about this BrandingWire assignment from the following writers:

Lewis Green

Martin Jelsema

Kevin Dugan

Valeria Maltoni

Steve Woodruff

Drew McLellan

Patrick Schaber

Gavin Heaton

Becky Carroll

Olivier Blanchard

and fellow guest writers:

Matt Dickman

Chris Brown

10 Steps to a More Fulfilling Experience in the Showroom (if the dealerships listen)

“Whenever I hear anyone arguing for slavery, I feel a strong impulse to see it tried on them personally.”
– Abraham Lincoln

Over at Marketing Profs Daily Fix, Jeanne Bliss wrote a great piece about how consumers hate shopping for cars. Taking a cue from, if not Lincoln’s quote, then at least his sentiment, Jeanne suggested automakers go through the process of buying a car for themselves using the same channels consumers do.

With only a hint of a mean streak (all for a good cause, of course), I pointed out that if we wanted real change to occur, automakers would have to be forced to buy groceries the same way we buy cars. That would give them the message.

Shelley Ryan brought that idea to the next level, by helping us visualize what that experience really would be like:

I can see it now… Produce managers following your cart, “I’ve got some late model Yukon Golds, low mileage, and I’ll make you a sweet deal.” Then at checkout, a store clerk ushers you into a cubicle, painstakingly calculating a total sale price with finance charges and “standard” add-on fees for bagging the goods and carry-out to your car, patiently waiting for your counter offer. She looks skeptical, and you wait while she trots over to the business office to get coffee and pretend to argue with the supervisor about discounting your canned tomatoes. Meanwhile, your child is getting cranky and your ice cream is melting… and you seriously consider whether your family really NEEDS to have food in the house!

Like so many things, buying a car should be examined through the lens of the Golden Rule — or at least the Silver Rule: (paraphrasing) If you wouldn’t want to experience this yourself, DON’T FORCE IT ON YOUR CUSTOMERS!!

In this new age, customers don’t only go to purchase the product but they want to experience it. With the technology boosting it is giving the opportunity to people to explore what they’re looking for sitting at home. They are able to do a complete research about what they are willing to buy before actually going to purchase it in the showroom. Before the internet came into existence people had to walk into a showroom to get all the information and then decide. Just like you can gather all the information about HBSwiss here- click for info

In this case, the Silver Rule should cause the dealerships to take Drew’s advice and completely discard the current car buying process. The Golden Rule, to treat others as they wish to be treated, will give them the guidance they need to invent the right process.

Here’s an example of a somewhat better experience. It’s subject to change as I get some feedback from you, though.

  1. I research the vehicles online and find out all the technical details about them, and what I can expect from it if I purchase it in terms of performance, total cost, features, and reliability.
  2. I can read consumer reviews of the dealerships and the salespeople before I go in.
  3. I know what is in dealer inventories, and I don’t have to approximate cost based on a specific set of features I wish I had, but the dealership doesn’t carry.
  4. I obtain conditional approval for financing from a third party.
  5. I pick several cars to test drive.
  6. I tell them which car I want and which options I want (extended warranty, tire warranty, etc.)
  7. I get a reasonable offer for my trade-in (Sticky point here: We put more value in our possessions than others put in our possessions.)
  8. I call my financing company and tell them which car I’m buying, and for what price.
  9. I sign a statement to the effect that I am purchasing this vehicle.
  10. I drive away as the dealership hammers out the details with the financing company.

What does your ideal automobile buying experience look like? – Cam Beck

How can marketing make the world worth saving?

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One evening on August 1st, 2007 there was a sudden collapse of the bridge over Mississippi river which claimed the life of 13 people and 145 people was severely injured. Since this bridge connected interstate 35W with Saint Anthony Falls it was known as the busiest bridge in Minnesota which stood third in number. This was shown in the entire news channel as well as online just like you can get complete information about trading via top10binarydemo.com

To those affected by yesterday’s bridge collapse in Minneapolis, we offer our condolences and prayers.

The event gave me flashbacks about every big and terrible event that has occurred over the past ten years.

As social creatures, we crave to be in the know. Sometimes it makes me wonder, though. Is being in the know more important to many of us than just standing up and lending a helping hand?

To some, obviously not. As horrible as events like these are, there always seem to be people who will dive in the water — to risk life and limb — in order to save complete strangers.

What is that motivation? Where does it come from? And how can we become so brave and caring?

If we can figure that out, maybe we won’t be tempted to rely on corrupt sports figures or politicians to be our role models. Instead, we can look to true heroes who toil in obscurity every single day, doing the little things that usually go unnoticed, but whose character and service to others shines brightly when tragedy strikes.

This heroism does not happen by accident. Although each moment in our lives is an opportunity to make the right choice, even if our past is littered with bad ones, heroism in this form is the usually result of a cultivated dedication to serving others.

It drives me nuts to think that the things we do as marketers rarely appeal to the better sensibilities that make man worth saving. We go with the cheap laughs. We buy slapstick.

If we wait until a tragedy occurs before we decide to take notice of the things people do to make the lives of others better, we’ll not nurture the seeds that give rise to the growth of such qualities.

How can you cultivate the character that engenders heroism?

It might be in creating a platform that allows others to share with each other; superior customer service might be the legacy you leave. In any case, it boils down to doing what is right and putting the needs of others above or on an equal plane with your own. – Cam Beck

Reconsidering Squidoo

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Last November I took a critical look at Squidoo, and I admitted that I didn’t understand how this could be considered valuable to most users.

Squidoo is a website which was developed by users and allowed people who use it to make web pages consisting of multimedia without the necessity of HTML knowledge. This website was used for writing articles and the articles were known as “lenses” which was coined by the founder Seth Godin. Find out here about HBSwiss review.

Today I have the bittersweet responsibility to admit my error. Squidoo has proved to me its value.

What changed my mind?

On Monday I will have to give a staff presentation to the agency for which I work, Click Here. I’ve never been nervous speaking in front of people, but I also am under no illusions that I am a “great” speaker (In fact, my execution normally rises to the level of “barely adequate”). However, knowing how changing that can impact my career, I endeavored to improve.

But where to start?

Curiously, I started at Squidoo, the platform I previously questioned. I figured I could use the expertise of someone who aggregated and intelligently organized a lot of information about public speaking. At the top of my search, I came across a very useful lens by speaking coach Lisa Braithwaite. So impressed was I by this lens, I subscribed to her blog.

With renewed appreciation for Seth Godin’s “post-bust brainchild,” I decided I would build a lens for Chip and Dan Heath’s book, Made to Stick (blog), based on my previous review. I was a bit sad when I found out that the URL I wanted to create the review was already taken by John W. McKenna (blog), but that he hadn’t done anything with the lens yet. Not certain why this was so, I pointed him to the analysis (PDF) I created for the book, and he graciously linked to it from his lens while he finishes his own analysis.

But something interesting happened when he changed his lens. He also linked to reviews he’s done on other business books (he has lenses for each one), and I discovered his work to be very thoughtful and concise. I will certainly consider reading the books he recommends (and, like Lisa, he’ll be added to our blogroll).

Squidoo’s tools make it easy for John to link to all of his reviews, and all one must do is have interest in one of them to have an entire world of new books opened to him.

If you happen to read this, Seth, I humbly apologize for my earlier error. I have seen the light.

For everyone else, if you’re interested in using Squidoo as a teaching tool, please consider visiting “How to Mentor through Lenses,” which was created by my brother, Gannon. If you’ve previously discounted Squidoo, I would encourage you to once again push the limits of your comfort zone and give it another try. – Cam Beck

I’m such a liar. But can you blame me?

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Terms of use or terms of conditions and terms of service all are the same. These are the set of rules declared by the service provider by agreeing to which you can use their service. Terms of the condition are a renunciation of using the website. This is a legal formality that is used by software companies. The company that provides services such as web browsers, search engines, social media sites and services for transportation use it for the purpose of legal issues.

At any point of time company that provides services can impose the terms and decline to provide service. However, the users have the option to impose by filing a complaint if they can prove that there was a violation of terms of a condition which has been harmful to them.

Contents In Terms Of Condition

The terms of condition has one or multiple concerning topics such as

  • The keywords definitions and idiom.
  • Users privileges and accountability
  1. Using the website properly and misuse is also defined.
  2. How the personal information is used is mentioned in the privacy
  3. Details about paying online for subscribing and becoming a member. Just like trading in mentioned in detail here and you can click for more info
  4. Conditions under which user account will be terminated.
  5. A procedure that you can follow to unsubscribe and how disagreements can be sorted out.
  • Limitations of legal responsibilities are mentioned clearly in case of any damage caused to the website by the user.
  • Sometimes some companies offer notification to the users if there has been a modification in the terms of condition; this also is included in the Terms.

I copied and pasted the “Terms of Use” into a Word document, only to discover that it spans for 17 pages — after I reduced the size of the text by 1 pt.

Of course I didn’t read it. Are you kidding me? Who would?

And since the number of people who would is so small as to render them statistically insignificant, why can’t companies who insist on putting us through this just use short, plain language?

Not to be mean, but this reminds me of the old joke that starts, “What do you call 50 lawyers at the bottom of a pool…” (See also Roger’s post on his efforts to get a patent). – Cam Beck

What’s Your Tagline?

Let’s have a little fun, shall we?

Today I’m starting a new meme. Here’s how it works. Pick 5 of your favorite bloggers (they don’t have to be *the* 5 favorites) and give each of them a tagline.

A tiny text that is used in entertaining which is intended to give a dramatical effect is known as a tagline. It is used to restate the phrase in the form of slogan that is pertaining to a particular person, or a group of people and sometimes in advertising a product. These taglines are very famous for creating the slogan for a particular brand. Taglines and slogans are used for marketing skills to advertise their brand. The main aim of creating a tagline for advertising a particular brand is to create a dramatic effect in the advertisement audio and video. By having a slogan for the product people will know that product very well and it will be registered in their mind. You can also see a lot of tagline in a trading website that has their explanation here. There are specialized companies who do the job of creating a tagline for the brands and their products.

You can pick more, if you wish, but each tagline should be unique, and it shouldn’t mimic the tagline that exists on the individual’s blog.

Participation is optional, so don’t feel like you are obligated to tag anyone else unless you just think it would be fun.

Roger von Oech – King of the Whacks

Lewis Green – [Heart] On

Tim Jackson – Ride

Paul McEnany – Shut Up and Listen

Mack Collier – Community is Power

– Cam Beck

P.S. I have now been tagged by Lewis and Ryan Karpeles in the “8 Random Things About Me” meme, but since I’m taking the meme literally, I’ve got to create a list large enough that the answers will be different each time I randomly select eight. Stay tuned.

Talk Amongst Yourselves

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I’m pleased to announce the availability of the collaborative book, The Age of Conversation, which was edited by Drew McLellan and Gavin Heaton and written by over 100 authors.

If you want to trade Bitcoins you require a broker who can give the Marketplace or platform to the traders, therefore, Coinbase came into existence. Just like forex trading robot which you can know about if you visit the website. Coinbase provides a place where traders can do their buying and selling of Bitcoins which is done by using Fiat money. Coinbase not only provides broker to the traders but also exchange and Bitcoin wallet.

Coinbase History

The founder of Coinbase were two people naming Brian Armstrong and Fred Ehrsam. It was introduced in the year 2012 which has its headquarters in California, San Francisco. Before going into proceeding and offer broker for buying and selling, it provided digitally operated wallet to store the bitcoins which could be done by users online. Providing service to almost 33 countries throughout the world Coinbase has become one of the largest broker platforms by the year 2017.

Most of the authors have blogs, but since there are over 100 of them, it can be intimidating to sort through. Mario has what I consider the most visually appealing treatment of the list, and if you’re looking for one, I commend this post to you.

But maybe this will save you a little trouble.

I have been to all of these blogs, and they are, every one of them, worth reading. If you would like to read these authors on a continuing basis, please download this XML file (right-click and “save as” file to download), and import it into your RSS reader. It contains the websites of all of the authors who contributed to the book, except four.

Three of the four not in that list include Steve Bannister, Pete Deutschman, and John La Grou, whose names on the list I have linked out to other websites, but not anything that has an RSS feed available.

The fourth on the list was AJ James, and I have to pay him a special mention here, since he had neither a blog link nor a website to point us to. I love his take on the topic, as his chapter is, not coincidentally, “The Art of Non-Conversation.”

When you get to my chapter in the book, you might notice that I have a great respect for people who usefully challenge conventional wisdom. AJ’s entry certainly fits that bill. – Cam Beck

 

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