Making the Intangible Real

Written by Robert F. Abbott

How do you makerepparttar intangible real? How do you take an idea or concept, something that can't be seen or touched, and convey its essence to others, quickly and easily?

That challenge faces many of us in this age of information and knowledge marketing. In advertising and other marketing communications, we have to convince prospects to respond to words and ideas. Intangibility is a challenge I often face as I promote my communication products and services. My prospective customers can't touch or see what I'm selling.

It's a factor in employee communication, as well as in marketing communication. After all, what are you selling when you ask employees to get behindrepparttar 145522 new plan or to work safely?

Every once in a while I come across something that bridgesrepparttar 145523 gap between tangibility and intangibility in a single bound.

One of my former newsletter client companies developed software that provides stereographic (like 3-D) views of oil and gas reservoirs. Now, I've seen many of this company's developments in reservoir simulation overrepparttar 145524 past 10 years or so, but this one was special.

Why? Because to use this software, you put on 3-D glasses. Likerepparttar 145525 kind we wore in movie theaters inrepparttar 145526 1950s, albeit much more sophisticated.

For my client,repparttar 145527 significance ofrepparttar 145528 software is its ability to run on regular desktop computers, which makes it more affordable than existing software. For its customers, mostly engineers in oil companies,repparttar 145529 view isrepparttar 145530 thing: it can make or save them millions of dollars.

When Something is Free Online

Written by S. Housley

What are consumer expectations when something is free? Realistically, consumers subconsiously assume free means free, and while that might berepparttar initial intent rarely is itrepparttar 145441 case.

What Exactly Does Free Mean? Realistically, consumers subconsciously assume free means free, and while that might berepparttar 145442 initial intent, rarely is it trulyrepparttar 145443 case.

Why do Companies Offer Things for Free? Companies or individuals may promote a free offer or service for any number of reasons. From branding to ad revenue, companies often use "free" to attract attention or interest. As a consumer, it is important to realize what "free" might really mean.

Reasons Things Are Free:

Linking Companies may offer something in exchange for a link back to their website. Asrepparttar 145444 web becomes increasingly more competitive, linking can effect more than just search engine placement, and providing a product, service or information free of charge in exchange for a link can be a good business decision. Often, publishers will create articles like this one and make it available for syndication, withrepparttar 145445 stipulation being thatrepparttar 145446 author resource box that followsrepparttar 145447 article remain intact, providing links back torepparttar 145448 author's website. Bottom line, authors often make content available for syndication in exchange for links back to their websites, which they benefit from.

Ad Revenue Some companies provide a product or service free of charge and generate money from advertising. Perhaps they sell banner advertising on their website. A free product draws web traffic so thatrepparttar 145449 number of visitors seeingrepparttar 145450 advertisement increases. The more visitors a site attracts, typicallyrepparttar 145451 more revenue generated fromrepparttar 145452 ad space. Perhaps a software application is free of charge, but has embedded advertisements. When ads are clicked,repparttar 145453 software developer earns a percentage ofrepparttar 145454 revenue paid for servingrepparttar 145455 advertisement.

Goodwill Branding / Public Relations On occasion, companies will provide a product, service or information free of charge. Ifrepparttar 145456 offering is extremely magnanimous or socially sensitive, they will often receive significant press exposure, generating free publicity for their brand. Pepsi Cola sponsors a number of athletic events and generates enormous amounts of brand loyalty and positive PR with their target audience.

Contact Information Sometimes companies or individuals will provide something free in exchange for contact information. Ebooks are often provided free of charge if you provide an email address. The contact information may be sold at a later time or be used to market related products. It is important to check website privacy policies to determine how personal information can be used.

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