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 From
the Team…
Welcome to
another exciting issue of the Vortex. Our last issue was met with
tremendous enthusiasm. Many readers wanted to know if it was ok
to forward our newsletter to their friends and associates. Need
we answer? Please do!
Another question that popped up is "Just what is a Vortex?"
A vortex is a giant magnet of Earth energy. It can't be seen or
tasted and it doesn't have
an odor. It isn't loud, but it can be heard. It can't be touched,
but it can definitely be felt. Sedona, Arizona is famous for it
vortices. Science refers to these sacred energy centers as geophysical
anomalies. Geophysicists have not yet been able to fully explain
how or why a vortex works. We do know that biochemical changes
do occur when a person is at the center of a vortex and that these
energy centers are heavily charged with negative ions.
To Red Rock.
a vortex is the place where creative thinking meets practical
business solutions. Please keep Red Rock in mind the next time
you need to design or produce your Communication programs or materials.
Thanks.
Rick,
Lee & Don
Red
Rock is a Strategic Communications Company that designs programs
to grow your business.
To help management articulate their vision for growth,
Red Rock offers proprietary business development tools and has
the capability to bring those dreams to life with the actual production
of sales and marketing communication programs and materials. From
sound strategic planning to the production of cost effective selling
materials, Red Rock's portfolio of services offers you a wide
range of solutions to help grow your business. Red Rock Communications,
Inc. is located in St. Louis, Missouri. For more information,
check out our web site: www.redrockcomm.com
or call (314) 436-7880.
We
believe better business decisions begin with a vision.
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The
results are in from PROMO Magazine's 2000 Annual Survey.
Spending on promotional marketing rose 8.1 percent to $100.98
billion. In comparison, spending on advertising in 2000
increased 9.8 percent to $236.3 billion.
Among segments, interactive marketing posted the greatest
increase (+ 22.4%), but that was only half as much as posted
in 1999. The largest declines came in couponing and printing.
Marketers
say they are allocating about 53% of their total spending
to Advertising, 23% to Consumer promotion, 18% to Trade
promotion, and 6% to other segments (PR, Research, etc.).
Compared to last year, Consumer and Trade allocations are
down (from 25% and 29%, respectively) and Advertising is
up.
What's
in store for 2001? Only 16% of the respondents in PROMO's
study said they plan to increase promotion spending this
year. That's down substantially from last year when 43%
said their budgets were increasing.
Promotion Industry Revenues
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Segments |
2000
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Change
YAG
|
%
of total
|
| Premiums |
$26,900
|
2.3%
|
26.6%
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| POP |
17,000
|
18.1
|
16.8
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| Ad
Spec |
16,300
|
10.1
|
16.1
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| Sponsorships |
8,700
|
14.5
|
8.6
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| Coupons |
6,920
|
-0.9
|
6.9
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| Printing |
6,100
|
-1.6
|
6.0
|
| Licensing |
5,775
|
5.0
|
5.7
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| Fulfillment |
3,800
|
15.3
|
3.8
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| Agency |
2,614
|
20.0
|
2.6
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| Interactive |
1,800
|
22.4
|
1.8
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| Games |
1,504
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9.0
|
1.5
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| Research |
1,460
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9.0
|
1.4
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| Sampling |
1,200
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7.1
|
1.2
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| In-store |
904
|
3.9
|
0.9
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| Total |
$100,977
|
8.1%
|
100%
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Source:
PROMO Magazine
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Trade
Shows are great vehicles for meeting a large number of customers
and prospects on a one-on-one basis over a very short period of
time. Many companies however, just consider them to be a necessary
evil. "We have to be there because our competitors are there."
Trade Shows must be treated like an investment… its own standing
profit center. Ask yourself these questions. Is the investment
worth the return? Is there a payback? What is the cost per lead?
What is the cost per sale? Can I really justify the expense?
What
is the single most important ingredient needed for creating a
successful Trade Show? It's the Pre-Planning Phase in which all
of the show's objectives are fully discussed and agreed upon.
The goals should be strategic, measurable, realistic and attainable
within an acceptable timeframe. They must be consistent with your
company's overall marketing strategy.
If
leads are important, determine how to mine them. Design a plan
to follow up and close. Assign someone to champion the process.
Have this prepared before you go to the show.
By
setting and communicating goals, determining how you will promote
attendance and identifying the right people to man your booth,
you will have begun to build a trade show program designed to
deliver profitable results. Without an adequate planning and follow-up
process, a Trade Show is a financial disaster waiting to happen.
Ask
about the Red Rock Trade Show Toolbox®. We will
be pleased to perform our comprehensive 75 point audit in preparing
your game plan for success. Let us help turn a potential expense
into a profit center for you!
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6 Techniques
to Keep Your Visitors Coming Back for More
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A "sticky"
web site incorporates ways to keep your visitors around for a
while. If your site has a lot of visitors, but they are only quick
"click-throughs", you haven't accomplished anything.
Remember, the more impressions and time you spend with your customers,
the more likely they are to understand your message and buy your
product or service.
Here are
a few tricks to make your web site a little more "sticky":
- Animate
Your Page - make it interesting and entertaining. Let them
have some fun!
- Automate
E-mail Responses - make it easy for your customers to communicate
with you.
- Anything
Interactive - adding games, contests or quizzes and supplying
the answers works!
- Expand
Your Comment Forums - give your customers a mechanism to
chat with each other.
- Add
a Guest Book - letting them "sign" in is a great
way create your e-mailing list.
- Incorporate
Sound - can't beat the combination of hearing and
seeing to make a lasting impression!
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