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Rochester, New York

Online Marketing Fundamentals for Small Business



Recently, I was interviewed by my friends Roman Jakubowycz and Eugene Shatsman of National Strategic. Their company consults with small businesses on integrating successful strategies of Fortune 500 companies.  During the interview we talked about the role of the Internet (as a tool) and some simple marketing strategies any business can start using today.

As Roman put it (sarcastically) … today we’re going to talk about the Internet, “that Utopian existence that’s going to make every business grow JUST by simply putting on a web site and a Facebook page.”
It was a fun interview ... it's not every day you get to sit down with your friends to talk business shop.

My recommendation is to watch the interview above, first. Then, click on the articles below to expand on the topics discussed.

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Borrow Event Promotion Ideas from This Marketing Example

 

Event_Promotion_Example

The image above is from a Lumber Liquidators marketing post card that arrived today. What does it have to do with marketing your event? Not much at first glance. But,once you start to dig beyond the words ... there is deep marketing psychology at work. What most people consider junk mail, can be a gold mine of marketing ideas. You can reverse engineer the post card above for your event flyers, billboards, poster, and print ads. You just need to know what to look for ... 

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How to Market Your Event at Another Event

St_Patricks_Parade_Rochester_Small

Yesterday, I ventured out to the St. Patrick's Day Parade in warm and sunny Rochester, New York. It was a pretty big deal ... Traditionally warm & sunny and Rochester, New York in mid-March, almost NEVER go together. We'll take it where we can get it!

During the parade there were floats/displays from various local businesses and a few upcoming events. As the parade went on, people everywhere had their cell phones in hand and were texting, talking, Facebooking, Tweeting, etc. That got me thinking ... Almost everyone today has a cell phone that's capable of at least text messaging. Is there a way to use one event and a bunch of semi-attentive people with cell phones to market your event?

Here's an event marketing idea you should consider ...

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How to Execute a Publicity Stunt to Near Perfection

by Eugene Loj

It’s Friday, so I’m going to keep things light or at least funny. Here goes …



The video above is a great example of an edgy publicity stunt that generates MASSIVE publicity.  (P.T. Barnum would be gushing with admiration!) The “Dictator” is played by edgy, often controversial, comedian Sacha Baron Cohen. Cohen is well known for his over-the-top movie characters such as Borat, Bruno, Ali G, and now the Dictator.

This publicity stunt (meticulously planned weeks in advance) happened on the Oscar's "Red Carpet" ...

How can publicity help my event marketing and promotion?

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“Where Should I Advertise My Event?”

by Eugene Loj

Where_should_i_advertise_my_eventOne of the most common questions event organizers ask is, "where should I advertise my event?" Instead of getting into a long protracted article about event advertising, I am going to focus on the simplest, yet most powerful, advice I could give you.

The information below might seem overly obvious, yet it gets ignored all the time. In the process, thousands (sometimes hundreds of thousands) of dollars are WASTED on ineffective advertising.

When it comes to your event advertising ...
Do your message and market match up?

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A Persuasive Design Example for Promoting Your Event

by Eugene Loj

The Magazine Cover Example ...
An Example of Persuasive Design (SMART Graphic Design!)

Persuasive_event_promotion
Image Sources: Women’s Health and Men’s Health

In the previous post, “Horrid Event Marketing Mistake: Confusing Art with Results,” I dove into the differences between graphic design and persuasive design. Originally, I was introduced to the idea of persuasive marketing by Eben Pagan. During a live training event, Eben used magazine covers, to illustrate the fundamentals of direct response marketing.  Why am I writing about magazine covers on an event marketing and promotion web site? Because the same marketing fundamentals used to create a hot selling magazine cover can be used in your own event marketing.

Are you combing the power of Visual Appeal with Compelling Copy?

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Horrid Event Advertising Mistake: Confusing Art with Results

by Eugene Loj

There are a number of people out there who are going to take issue with my next statement, but here goes … Most graphic design for promoting an event is a complete waste of time and money. You’re probably thinking, “are you serious?!?!?” (Make sure you read on, because you're probably going to agree with my previous statement.) Yes, I am seriors and here’s why … too many graphic designers confuse creating art and getting business results when it comes to their design.

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The BIGGEST Secret to a Successful Event

by Eugene Loj

Planning_successful_event

Greetings from 38,000 feet!

I’m writing you this while enroute to Las Vegas for an air show conference.  (Ah, the joys of technology – never to escape work!) The guy in front of me has his seat all the way back, so I can hardly see whatI’m typing. Anyway, here we go ...

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A Black Friday Marketing Idea for Event Promoters

There are some great marketing ideas you can borrow from all the Black Friday and Cyber Monday madness.  What can you do to get people to take immediate action? The simplest event marketing idea you can borrow is using an irresistible offer to drive advance ticket sales …

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Don't Fall Prey to "Repetition" When Advertising Your Event

Event_Repetition_MarketingWhen buying advertising for your event, you’ve probably heard the word “repetition.” Advertisers trying to sell you advertising almost always say, "you need to repeat your message several times before people will take action.” In short, if you spend more money with us, people are more likely to attend your event.

Unfortunately one important caveat that is almost never mentioned … If the people you are advertising to are not interested in your event, repeating your marketing message does you no good!

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