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Small Business Taxes Gone Wild In California

I estimate that 99% of Californians do not understand the implications of the new small business tax that Governor Jerry Brown signed into law yesterday. This law would mandates online sellers like Amazon.com and Overstock.com to start collecting sales taxes on items shipped to California if they have some sort of relationship with an affiliate. [...]

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You Got the Opt-in, Now What? Here Are Some Top Email Strategies

The first part of email marketing is to get your visitor to opt-in your email list. Once they opt-in, the visitor becomes a prospect. The second part of email marketing is to move the prospect along your marketing funnel towards them becoming a customer. An important element of that is relationship marketing done via trust. [...]

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Linkedin Company Page Follows the Leaders Facebook and Yelp

There was a time when Linkedin was cool. Well, maybe “cool” is too strong of a word for this early social networking site. Let’s just say that Linkedin was *the* place to network as a business professional. You sign up for Linkedin, you make connections with people you work with, you ask for a recommendation, [...]

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A Way to Promote Your Business with Facebook Events

Let’s assume you’ve already set up your own Facebook profile and a separate Facebook Page for your business. Maybe you’ve also created a Facebook Group that relates to a type of product or service that your business provides. What are some ways that you can promote the special events your business sponsors? One way is [...]

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How to Remove Antispyware Soft

Marketing online is fraught with risks. One category is business risk. The other category is technical risk. Business risk is when you try to execute a digital marketing strategy and it fails. Technical risk includes the risk of not implementing your websites and/or scripts correctly. But technical risk also includes the risk from cyber-attacks. One of the most common form is viruses pretending to be a friendly program ... like a trojan horse. This blog is about how to remove Antispyware Soft. … Read More...

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eCommerce Sales 5-Year Forcast

$133 billion is the number that you should burn into the marketing side of your brain. $133 billion is the amount of e-commerce sales predicted by eMarketer.com for 2009. Is $133 billion in online retail sales a good number or a bad number? One way to look at this is to compare it to the US GDP. In 2004, the US GDP was $11.75 trillion. So if we take e-commerce sales as a percentage of GDP, we see that it represents about 1%.

From the standpoint of GDP, people are comfortable shopping online. However, if we look at the e-commerce sales number from last year, we see that it is down from $133.6 billion or 0.4%. Keep in mind that we are in a severe recession. Given the down economy, a drop of only 0.4% in e-commerce sales is simply amazing.

What can we expect in the next 4 years? According to eMarketer, we can expect to see double digit increases in online sales until 2012 where this sales channel will mature. Until then, though, people will continue to buy online. “Follow the hungry crowd,” as the late Gary Halbert would say.

My advice is to think creatively about how you can use online marketing to show your target customer your value. Consider forming alliances with complementary businesses and create a bigger offer. This may negate the pricing pressure that you may face because you will offer more value for your customer’s dollar.

Also think about working with your competitors to recycle customers. What I mean is to make a deal with your competitor to place your banner on their exit survey pages. Many times, customers simply want to try something new. If you give your business a chance to be seen as they are leaving one paid site, you will increase your traffic.

Remember that the seeds of great fortunes are planted during economic downturns. The key is to market smarter and to test everything.

DONOTCHANGE

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Sports Sponsorship and Marketing

Sports sponsorship can be observed and dated back to Rome and Ancient Greece where prominent society members supported the arts festival as well as the sports played. By support, it didn’t mean the proper sponsorship or patronage that was considered as a marketing tool. It rather meant continuation of such festivals and athletic events for entertainment.

Today, however, sponsorship through sports has become one of the most popular kinds of sponsorship due to the amount of exposure it can get for both sponsor and sponsee. Sponsoring an athlete or sport means that the sponsor is exchanging products or money for the right to link and associate the company name with the sporting event or athlete.

Why do organizations sponsor sports?

Aside from the popularity tag sports sponsorship gives, a number of other benefits also appeal to the company’s interest. Some of the most common benefits are given below:

Added value to brand

Companies that sponsor sports want their product or range of products to have added value when attached to a sports event or group. By value, this points to product quality, price and/or content. Companies use sports as a leverage to stand out among other competitors, and in turn create for themselves a top position where consumers can remember the name, and possibly have permanent brand recognition.

So what exactly do sports have that other types of sponsorships don’t necessarily offer? To view in terms of goals – sporting events have always had one definite output, and that is there is always a winner in the end. There is always competition; a test of which team or athlete will overcome the other, proving who is superior.

Gold medals, trophies, world records, global awareness are involved in sports and are the symbol of status of teams or athletes in a particular sport. Winners become popular enough to become household names, and this is what appeals to corporations who want to give out sponsorships. They want their name attached to that household name – which will in turn become a household name.

Major corporations such as Gatorade have applied this kind of sponsorship and come out as one of the most popular brands for beverage products. They attach themselves with major sporting events and give relevance by pointing out the benefit of the product to the athlete. This then sticks to the minds of consumers and sports enthusiast about which sports drink is the one to stick to.

Sports sponsorship does not only apply to major companies, but also to small businesses as well. The general idea of brand awareness is still applied and the only difference is the level or scale it covers.

All in all, organizations support sporting events with specific objectives, each of which is addressed below:

• Brand Awareness – this objective seeks to let consumers become aware of the product name.

• Brand Image – this objective attempts to create a specific style and/or personality that distinguishes a brand from its other competitors, and in turn may give premium pricing

• Consumer relations – corporations support sporting events to directly involve themselves with consumers and potential clients, proving that their company is capable of providing proper services and/or products

• Community relations – A more altruistic approach is for this objective wherein the company is concerned about the welfare of a community; and so supporting a sports event can make themselves know to the community

• Employee relations – this objective for a corporation is to promote employee loyalty that will in the long term be very beneficial to the business.

An expert in the field of sports sponsorship is legendary sports agent, Leigh Steinberg. I’ll continue the story tomorrow.

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