Spend time to establish your presence on the web.

Written by James Winston

Most of us who have been marketing onrepparttar internet for more than 5 minutes know that it takes time, money and effort to make any substantial profits .

Dreams of getting rich quick are just that "pipe dreams".

Of course there are some incidents of quick cash none that I can personally confirm however.

Neverthelessrepparttar 143602 best path to take is one of patience.

It takes time to establish credibility.

Just think for yourself. You come across a great product on a great website for a great price and quick delivery.

You want to buy but you are skeptical:

Is this business legit?

Can I order securely?

Will this site be "Online" tomorrow?

Can I even get a live response?

Can I get customer support?

Could I really get my money back?

Legitimate questions. Lets say you choose not to find out more. You come back torepparttar 143603 site tomorrow. Is it still there?

Not a "Fly-by-night". Your potential customers need to know that you will still be there tomorrow.

Contrarian Marketing at Benetton's

Written by Robert F. Abbott

Perhaps, with apologies to Dale Carnegie, we should call this article: "How to make enemies AND influence people."

The subject: United Colors of Benetton's campaign to promote its clothing, using photos and stories about death row prisoners inrepparttar U.S. It's what journalist James Bone ofrepparttar 143507 Times of London calledrepparttar 143508 "latest in a string of deliberately provocative campaigns".

In an age when most advertisers try their hardest to avoid offending anyone, this company takes a clearly contrarian approach. A cynic might call it a cheap trick to get attention and free media coverage (like this article). But, Benetton has run campaigns like this for quite some time, and important communication lessons come out of them, regardless of how we feel aboutrepparttar 143509 subject matter.

Let's start with focus. Obviously, ifrepparttar 143510 company willingly offendsrepparttar 143511 moral sensibilities of many potential customers, it must focus on a particular part ofrepparttar 143512 market, specifically people with liberal social and political attitudes.

In marketing terms, that suggests Benetton segments with psychographic criteria. Psychographics refers torepparttar 143513 lifestyles, values, and attitudes of consumers, including social and political viewpoints.

Given that it has run campaigns like this one for some 20 years, we have to believe that Benetton knows this segment well and focuses on it intently.

Turning to positioning, just about every other clothing company uses warm and fuzzy advertising themes. Advertising that makes you feel good about yourself because you look good, which makes you attractive to others, and therefore popular, and all of that should satisfy some of your important goals.

Benetton, onrepparttar 143514 other hand, apparently wants its customers to feel good about themselves because they have a social conscience, because they feel moral outrage about one ofrepparttar 143515 hot-button issues of our time.

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