Rama Beerfas

MARKETING MATTERS: BUILDING A MARKETING PLAN?

Tips and tricks for business success and growth

By Rama Beerfas

October 1, 2014 (San Diego’s East County) –  Yes, it's that time of year again - the time to review what did and didn't work in your marketing plan in 2014 and to start building your new plan for 2015.

Here are five steps to building a strategic marketing plan for 2015:

MARKETING MATTERS: BRANDING—WHO DECIDES WHAT YOUR BRAND IS?

Tips and tricks for business success and growth

By Rama Beerfas

July 1, 2014 (San Diego’s East County) –  Establishing a business, getting the word out, becoming a recognizable entity in the community/area/region/nation/world -  that's how a business becomes successful. In a word - branding.

How exactly, though, do you define a "brand"?

MARKETING MATTERS: THE POWER OF PROMOTIONAL PRODUCTS

Tips and tricks for business success and growth

By Rama Beerfas

April 1, 2014 (San Diego’s East County) –  Ever think that of a promotional product as just a "tchatchke," "swag," or "stuff"? Think that they can't possibly be useful marketing tools? Well, my friend, you would be wrong!

First of all, the dare: I dare you to look in your desk, pockets, purse/briefcase/backpack, or car and not find at least one promotional product.

OK, you've looked - how many were there? Two? Three? Five? More?

MARKETING MATTERS: A SLOW FOURTH QUARTER IS A GREAT WAY TO KICK OFF THE FIRST QUARTER

 

Tips and tricks for business success and growth

By Rama Beerfas

October 3, 2013 (San Diego’s East County) – For many businesses outside the retail sector, the fourth quarter is the slowest one of the year. Budgets have been spent, people are on vacation or in a holiday frame of mind, and new projects are being put off until after the first of the year. It can seem like a great time to just kick back a bit, or a time to worry about how to make ends meet until things pick back up.

Ideally, though, the fourth quarter should be the time when you evaluate the past year and plan out your business and marketing plans for the coming year. Even if the fourth quarter is a busy time for you, it's important to do this now so that you can get a jumpstart on the new year.

MARKETING MATTERS: 5 TIPS FOR A GREAT 30-SECOND COMMERCIAL (AKA ELEVATOR PITCH)

Tips and tricks for business success and growth

By Rama Beerfas

May 1, 2013 (San Diego’s East County) – One of the workshops I am asked to present most often is "Developing Your 30-Second Commercial." Anyone who has ever attended a networking event knows that a concise, effective 30-second commercial (AKA elevator pitch) is critical. The hard part is putting one together that is concise, effective and doesn't sound like a scripted speech.

MARKETING MATTERS: WHY ARE WE FOLLOWERS WHEN IT COMES TO MARKETING?

Tips and tricks for business success and growth

By Rama Beerfas

April 18, 2013 (San Diego’s East County) –  Good marketing is all about making you stand out from the others - building a brand that is recognizable, unique and compelling. Why, then do so many business owners insist on doing what someone or everyone else is doing?

For instance, how many times have you watched a commercial on TV and thought that it must have been written by, or stolen from, the same people who did an ad for a different company. You know, what I mean - it had the same feel, flow and concept as an ad you'd seen at least a month ago for a totally different product. Did it make you remember the new product being advertised, or simply recall the ad it seemed to be based on?

MARKETING MATTERS: ARE YOU RESPONDING QUICKLY TO THEIR MARKETING APPLICATIONS?

 

TIPS AND TRICKS FOR BUSINESS SUCCESS AND GROWTH

 

By Rama Beerfas

 

March 1, 2011 (San Diego’s East County) – This is a QR code:
 

You’ve probably seen them on postal packages, in print ads and catalogs, even on an iPad commercial; but do you know what a QR code is and how it can benefit your business?

 

A QR (Quick Response) code is a two-dimensional matrix barcode that can be decoded (“read”) by smartphones that have a QR decoder app installed. Created in Japan by a subsidiary of Toyota in 1994, these codes have been commonly used there and in Europe for over ten years for a variety of purposes. In 2010, they started appearing in the US in marketing applications.

MARKETING MATTERS: THE POST-SHOW FOLLOWUP

 

TIPS AND TRICKS FOR BUSINESS SUCCESS AND GROWTH

 

By Rama Beerfas

 

February 1, 2011 (San Diego’s East County) – We’ve identified the three components of a successful trade show marketing plan:

 

• Have a system in place for attracting potential customers to the exhibit.
• Qualify those people who visited the booth.
• Follow up with those visitors who left contact information.

Last month, we looked at some methods to qualify the people who visit your booth as legitimate prospects. This month, we’ll explore the most critical part of the trade show process: the post-show follow-up.

MARKETING MATTERS: THE PRE-TRADE SHOW PLAN

 TIPS AND TRICKS FOR BUSINESS SUCCESS AND GROWTH

 

 

By Rama Beerfas

 

December 1, 2010 (San Diego’s East County) – We’ve identified the three components of a successful trade show marketing plan:

• Have a system in place for attracting potential customers to the exhibit.
• Qualify those people who visited the booth.
• Follow up with those visitors who left contact information.
 

The fact is that exhibiting successfully at a trade show means developing good pre-show plan to ensure that the people with whom you would most like to make contact know you will be there and have a reason to come visit your booth.

MARKETING MATTERS: THE #1 REASON BUSINESSES DON'T BENEFIT FROM EXHIBITING AT TRADE SHOWS

 

Tips and Tricks for Business Success and Growth

By Rama Beerfas

 

November 1, 2010 (San Diego’s East County) – It’s a sad, sad story and one that I have heard many times: A company spends anywhere from a few hundred dollars for a local tabletop show to tens of thousands of dollars for a national trade show and ends up with little or nothing to show for it – not even a breakeven on expenses.

MARKETING MATTERS: NOW IS THE TIME TO DEVELOP YOUR MARKETING PLAN FOR 2011


Tips and Tricks for Business Success and Growth

By Rama Beerfas

 

October 2, 2010 (San Diego’s East County) – I recently had a conversation with a contact who told me, “I need to meet with you to discuss my marketing plan for next year. I am just so busy that I don’t think I’ll have time to do it until things slow down in late December.” Of course, once “late December” rolls around, he’ll probably be too busy with holiday plans to give his 2011 marketing plan any thought either.

MARKETING MATTERS: TIPS AND TRICKS FOR BUSINESS SUCCESS AND GROWTH

 

Direct Mail vs. Internet Marketing Part 2: Defining Internet Marketing

By Rama Beerfas

 

June 18, 2010 (San Diego’s East County) – Last column, we defined “direct mail.” This time, we will touch on the various avenues available for marketing through the internet, both paid and free.

MARKETING MATTERS: DEFINING THE BENEFITS IN YOUR PRODUCT

 


TIPS AND TRICKS FOR BUSINESS SUCCESS AND GROWTH

 

By Rama Beerfas

March 1, 2010 (San Diego’s East County) – We’ve talked about the concept of selling benefits instead of features in order to give your audience the inducement to make the purchase. Now, we need to solidly define the term "benefit."

 

 

MARKETING MATTERS: FEATURES VS. BENEFITS – WHAT’S IN IT FOR ME?

TIPS AND TRICKS FOR BUSINESS SUCCESS AND GROWTH

By Rama Beerfas

February 10, 2010 (San Diego’s East County) – If you’ve ever taken a sales training class, you have probably heard the features vs. benefits marketing approach. I call this technique the WIIFM Factor – What’s in It for Me. When it comes right down to it, when you are stressing the benefits, rather than the features of a particular product or service, you are telling your prospects what is in it for them when they purchase from you.

MARKETING MATTERS: HOW TO GIVE BUSINESS HOLIDAY GIFTS SUCCESSFULLY

 TIPS AND TRICKS FOR BUSINESS SUCCESS AND GROWTH

 

By Rama Beerfas

 

November 7, 2009 (San Diego’s East County) - While most people believe that the best time to give holiday business gifts is in the week or two leading up to Christmas, there are several compelling reasons to choose either Thanksgiving or New Year for business-related gift-giving.

MARKETING MATTERS: TIPS AND TRICKS FOR BUSINESS SUCCESS AND GROWTH

 

Planning for Effective Marketing – The How

 

By Rama Beerfas

 

October 1, 2009 (San Diego’s East County) - We’ve talked about the details of our marketing program: the who, what where, when and why. Those are mapped out and ready to go. Now, we come to the “how.”
 

MARKETING MATTERS: TIPS AND TRICKS FOR BUSINESS SUCCESS AND GROWTH

THE INTERNAL CUSTOMER--MORE IMPORTANT THAN YOU MAY THINK> By Rama Beerfas May 1, 2009 (San Diego’s East County) --In our previous installment, we looked at customer service as your #1 marketing tool. (If you missed it, check it out at http://www.eastcountymagazine.org/?q=taxonomy/term/310.) This month, we focus on what exactly an internal customer is--nd why internal customers are just as important as your external customers to the success of your business.