Plan＃7   Start a trend---Become Hot

 Every marketer wants to handle products that are “hot”---in line with the current consumer trends. In practice, there are just seven ways to get hot and stay hot:

＊    Get some prestigious recognition---from newspaper, broadcasters, publisher or industry group.

＊    Release a new product---which is interesting, exciting and offers features never before available.

＊    Start offering a new service---which is new, better and different from what everyone else is doing.

＊    Align with trends and news events----by being aware of the general news environment and attempting to “enter into the conversation already taking place in the prospect’s mind”.

＊    Tie into seasons and holidays ---which is another variation on the idea of getting involved with whatever people will already be thinking and talking about.

＊    Link with the release of movies or entertainment events---which can not only be a lot of fun but can also generate loads of visibility( so long as it’s not for the wrong reason).

＊    Piggyback on fads---by noting what is popular at present and doing something smart. For example, when the Teenage Mutant Ninja Turtles were big, a dentist bought a collection of stuffed toys. He displayed them in his office and sent out an offer that each child who came for a special $9.95 exam could take home the turtle of his or her choice free!---while supplies last. The offers can be developed around any fad that may currently be in vogue.

Plan＃6   Generate some free advertising

 In practical terms, free advertising is generated by positive and favorable media attention and publicity. Naturally, free advertising is highly beneficial and desirable. How is it generated? There are several potential ways:

＊    By joining force with a charity

If you carefully choose a charity that is highly visible and aggressive in its promotional activities, by aligning with them you can use them as a lever to generate media awareness.

＊    By having a flamboyant character in a management position

＊    By being an expert source

Commission a poll or survey of some kind and announce the results. Then be prepared to explain and analyze those results in public. Before too long, you’ll come to be considered the expert in your field of business.

＊    Through the use of original and creative promotions

＊    As a guest on radio and TV talk shows

Radio talk shows are always looking for experts to take up some air time. Take advantage of that, and develop a list of previous appearance. With any luck, you’ll be able to parlay small appearance into progressively larger venues.

＊    Through the use of press kits and news releases

This is the bread and butter of the PR industry. The press kit is simply a collection of basic information about your business, product or service. The news release is something topical about why someone should care. Many business have generated millions of dollars of free advertising using nothing more than press kits and news releases.

睿智短文分享嚕！

精神病院護理長向到院巡視官員解說每位收容病人的狀況，有位病人手中握著一張相片，一邊哭一邊用頭撞牆。

護理長說：「他曾深愛相片中的女人，無論是醒著或睡覺都不肯將照片放下，但那女人卻嫁給別人，他因此發瘋！」

這時隔壁房間有一個人也用頭用力撞牆。

官員問：「他又怎麼了？」

護理長說：「他就是娶了那位女人的人！」

→ 得與失本來就沒有絕對的！

*  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *

蒼蠅發現自己模樣很像蜜蜂，十分高興，打算冒充蜜蜂去花叢裡欺騙花的感情、盜取花蜜。

可是牠在花叢裡飛來飛去不知飛了幾個來回，卻不見有一朵花向牠綻放笑臉，牠十分不解，轉頭問蜜蜂到底原因何在？

蜜蜂笑著回答說：「妳只是外形像我，事實上並不是我，因此即使是一輩子蹲在花叢裡，花也不會把妳當成我！」

→ 外表可以相似，但內涵卻是無法取代的！

*  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *

中、俄、法、德、義籍人士相約以酒來顯示自己民族的文化，中國人拿出釀造精純的茅台，

俄國人交出伏特加，法國人的香檳，義大利人亮出葡萄酒，德國人取出威士忌，眾彩紛呈。

此時老美不慌不忙將所有的酒都倒出一點兌在一起，說：「這叫雞尾酒，它體現美國的民族精神....博採眾長、綜合創造！」

→ 一個成功的人不是他們比別人行，而是能善用他人的長處！

*  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *

法國著名化學家巴斯德有一次去巴黎參加一個學術會議時，住在一家旅店，

旅店服務人員見他衣著樸素、行李簡單，以為他只是一位非常普通的客人，就把他安排在一間偏僻陰暗的小房間裡。

後來服務員無意中知道他就是鼎鼎大名的 巴斯德 教授時，趕緊跑來要求幫他更換房間，

並且向他道歉說：「我以為旅客的闊綽和地位，和他所攜帶的行李是成正比的，所以將您認錯了，實在是很抱歉！」

巴斯德笑著回答說：「不！我認為一個人的擺闊和他的無知才是成正比的！」

→ 一個真正有身價有實力的人，是不需靠擺闊來提升自己地位的！

*  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *  *

一位年輕男子，在風景區遇見一位漂亮有氣質的美女，一直跟在她後面走了很長的一段路，

最後這位女郎忍不住轉身問他說：「你為什麼一直老跟著我？」

他很誠懇的對她表白說：「因為你是我所見過最美麗最有氣質的女人，請妳答應我，當我的女朋友！」

女郎回答說：「現在只要你回頭看，就能看到我妹妹，她長得比我還漂亮！」

那位男子聽了，馬上轉過身，但看到的只是隨處可見到的普通女子。

「妳為什麼騙我？」他質問那位女郎。

「是你在騙我啊！如果你真的喜歡我，為何還要回頭看呢？」女郎回答說，接著轉身快步離去。

→ 面對已經擁有的，人們往往會不加珍惜，這不僅是對別人，也是對自己的一種傷害和損失。

生活如此，人生也如此，游移不定的目標只能讓人前功盡棄、一無所獲！

Dear all,朋友轉寄的信件，分享給大家嚕！

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有感而發
身為兒女的孩子們即使結婚了更要抽空回去陪陪爸媽哦！想想老年人更要子女陪伴呀！眼見孩子長大離巢，家還是24小時大門等著您哦！即使無法回家電話還是要報平安，即使短短幾句話爸媽聽到還是很窩心哦！我深深的體會，也感恩有疼愛我的爸媽，親情是金錢無法買的，開口跟爸媽說聲我愛你，擁抱一下爸媽那種感覺真好！

Plan＃5   Put your best foot forward

 If your marketing is designed to get people to come to your business, take the time to make certain that what the client will see at your store or office is aligned with the image you create through your marketing.

Specifically, a good retail store:

1. Will be staffed by people who are dressed in a way that projects professionalism and order.

2. Conveys a congruent, deliberate message that is appropriate to the products being offered.

3. Present goods in a logical, organized way.

4. Helps the customers think creatively through the use of effective point-of-sale demonstrations that show the products in action.

5. Takes the opportunity to educate the customers as appropriate-through videos and live demonstrators.

6. Utilizes all the resource available---such as well as space---to promote, advertise and educate customers.

If the in-person experience of interacting with a business differs markedly from the impression created by the marketing materials, customers aren’t very likely to encourage their friends to have the same experience. Similarly, smart business also make a point of being seen as good corporate citizens. They align themselves with non-controversial, non-political, and highly respected nonprofit or charitable organizations. By doing that, they enhance their visibility and create a profile that is in line with the marketing approach they use or want to use in the future.