Impact Deep

Impact Deep
Impact Deep Impact Deep

Optimize Your Marketing Budget. Think Low Cost High Impact!

To re-cap, your marketing plan which as in preview segments, discussed the various value propositions which help to define a positioning statement. You have also identified your primary and secondary target segments using demographics and psychographics. Matching your product value propositions and target segments, you begin exploring your marketing mix.

You apply the relevant touch-point strategies, be it a coupon, or press ad or internet marketing, to your marketing plan with the intention to generate leads for sales conversion.

Enter the Marketing Budget Plan. This is a plan which serves as a reality-check to you in terms of affordability. Up till now, you have been freely exploring the various marketing strategies and tactics to apply to your business. Now is the time to apply a dollar amount to each of your proposed marketing strategies. Unless you have really deep pockets, likelihood is that you will start to tweak the tactics to suit your budget.

Think Low Cost High Impact Marketing at onset.

Make it a conscious habit until it becomes subconsciously part of you. That way you need much less tweaking on the budget. Imagine how much ad money you have to spend in order to achieve at least 7 times to be seen or heard before you can influence a buy on your product. There are however, ways to achieve Low Cost High Impact Marketing.

More Could Be Less. So Niche your market segments.

Yes, focus on select potential target segments which your product directly maps their needs. What is an ad message when it has extensive reach but appeals to less relevant targets? Would you rather that you focus your ad message to the relevant and willing target segments? And, with a direct need for your product, you are reducing the rejection reasons they have about buying your products. Selling to these groups hence becomes easier with lesser objections.?

Collaborate, Don’t compete.

This is especially true if you run a small business which has limited resources both financially and physically. Forge strategic alliances with other small businesses of similar nature or become a major link in their business supply chain. This gives you stronger bargaining power and potentially opens up new distribution channels for you.

Member-get-Member scheme, referral plan or whatever you term it, it still is word-of-mouth marketing.

Not just the Banks do it. And you can do it too! But it has worked since time in memorial. Why? Because people believe people whom they know, who have tried and test your product and genuinely recommend to one another the goodness of your product.

Some food for thought for the CMOs, CFOs and financial controllers of your businesses..

About the Author

Yoshiko Choy is an entrepreneur and a management consultant in business & marketing with 17 years of experience in Locals & MNCs as well as an avid online marketer. She holds an Executive MBA from the California State University. Read about business & marketing management trends at http://businessfast4ward.com. Also get the latest reviews on online niche marketing at http://onlinenichemarketing.org.

Do we have the technology to deal with deep impact?

What are we going to do if an asteroid, the size of Africa, is on its way to hit the earth? Is there anything that can be done about it?

For one thing, we know that there is no such thing on the way here for at least a century. Given the ability of tracking all objects that are more than a few km across anywhere withing 4 or 5 astronomical units (all the way out to Jupiter), there is nothing that size (Africa) that could even remotely come this way and be a danger.

However, if there was, then there is nothing that we have right now that could prevent it. Given a very long heads-up (which we would have for something this big), we could try to coax it to a different orbit by pushing it sideways over a very long period.

Even installing mirrors on it (the impulse would come from the energy of the sunlight bouncing off mirrors) could be sufficient, if the impulse if allowed to act for decades.

But we don't have anything that has been tested yet.

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By the way, the solution used in the movie would not be a world saver. The biggest threat is not the impact itself (although that, by itself, would make for a very bad day at the office) but from the energy that is deposited on Earth (in the crust and in the atmosphere) by the transformation of all the kinetic energy (a massive object traveling very fast) into heat, as the speed goes for several km/s to zero.

Breaking up the object into many pieces still leaves the same mass (at roughly the same speed), except that most of the kinetic energy would be transformed into heat in the atmosphere. So instead of being burnt to a crisp by the crust heating up (we would be like on a stove element), we would instead be roasted by the atmosphere heating up (like being in an oven).

Either way, even SPF 3 million would be insufficient.