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Tag: Dimensions

  • Niches Lead to Riches

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    It doesn’t matter WHAT your niche is.

    It only matters THAT you have one.

    AFTER ALL: Niches lead to riches.

    Now, there are two potential types of niches you can leverage:

    1. Niche Expertise

    2. Niche Market

    Having a Niche Expertise means you know a LOT about a SPECIFIC TOPIC that applies to a WIDE AUDIENCE.

    So, it’s the answer to the question:

    1. What, specifically, are you known FOR?

    2. What word do you want to OWN?

    FOR EXAMPLE: Let’s say you’re a consultant whose expertise is on how to handle angry, pissed off or difficult customers.

    Fantastic! That’s what you’re known FOR.

    And the good news is, entrepreneurs with Niche Expertise have several advantages:

    They become a big fish in a big pond.

    They apply their knowledge cross industrial.

    They open wide doors for expanding their businesses.

    They diversify their client base, which leads to new business.

    They become the obvious expert sought out by the mainstream media.

    They allow new markets to add multiple dimensions to their single topic.

    Dave Jackson is a good example of this. He’s “The Angry Customer Guy.”

    That’s Niche Expertise.

    On the other hand, having a Niche Market means you know a LOT about a SPECIFIC GROUP OF PEOPLE to whom you apply MANY TOPICS.

    So, it’s the answer to the questions:

    1. Whom, specifically, are you known BY?

    2. What industry do you want to DOMINATE?

    FOR EXAMPLE: Let’s say you’re a consultant who works solely in the Jewelry Retail Industry.

    Awesome! That’s whom you’re known BY.

    And the good news is, entrepreneurs with a Niche Market have several advantages:

    They become a big fish in a small pond.

    They apply their knowledge cross-topical.

    They open deep doors for expanding their businesses.

    They specialize their client base, which leads to repeat business.

    They become the obvious expert sought out by industry and trade media.

    They allow industry trends to add multiple dimensions to their various topics.

    Shane Decker is a good example of this. He’s “The Jewelry Store Guy.”

    That’s a Niche Market.

    Now, occasionally you will run into entrepreneurs that have both a Niche Topic AND a Niche Market.

    FOR EXAMPLE: How to handle angry, pissed off or difficult customers … who shop at retail jewelry stores.

    That’s a SUPER Niche!

    And although it’s rare, if you can pull it off … good on ya!

    You get the best of both worlds.

    Either way, you MUST remember this process:

    1. Focus first; THEN spray. Either covering your topic or your industry.

    2. Develop specialized knowledge. Either about your topic or about your industry.

    3. Pick a lane. Either the topic lane or the industry lane.

    4. Go with gusto! Either about your topic or about your industry.

    5. Become That Guy. Either “for” the topic or “by” the market.

    REMEMBER: People prefer specialists.

    Turn your niches into riches.

    LET ME ASK YA THIS…

    Are you niching?

    LET ME SUGGEST THIS…

    For the list called, “46 Marketing Mistakes Your Company Is (Probably) Making,” send an email to me, and I’ll send you the list for free!

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    Source by Scott Ginsberg

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  • Marketing Strategy: 7 Steps to Market Segmentation

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    Market segmentation is widely defined as being a complex process consisting in two main phases:

    – identification of broad, large markets

    – segmentation of these markets in order to select the most appropriate target markets and develop Marketing mixes accordingly.

    Everyone within the Marketing world knows and speaks of segmentation yet not many truly understand its underlying mechanics, thus failure is just around the corner. What causes this? It has been documented that most marketers fail the segmentation exam and start with a narrow mind and a bunch of misconceptions such as “all teenagers are rebels”, “all elderly women buy the same cosmetics brands” and so on. There are many dimensions to be considered, and uncovering them is certainly an exercise of creativity.

    The most widely employed model of market segmentation comprises 7 steps, each of them designed to encourage the marketer to come with a creative approach.

    STEP 1: Identify and name the broad market

    You have to have figured out by this moment what broad market your business aims at. If your company is already on a market, this can be a starting point; more options are available for a new business but resources would normally be a little limited.

    The biggest challenge is to find the right balance for your business: use your experience, knowledge and common sense to estimate if the market you have just identified earlier is not too narrow or too broad for you.

    STEP 2: Identify and make an inventory of potential customers’ needs

    This step pushes the creativity challenge even farther, since it can be compared to a brainstorming session.

    What you have to figure out is what needs the consumers from the broad market identified earlier might have. The more possible needs you can come up with, the better.

    Got yourself stuck in this stage of segmentation? Try to put yourself into the shoes of your potential customers: why would they buy your product, what could possibly trigger a buying decision? Answering these questions can help you list most needs of potential customers on a given product market.

    STEP 3: Formulate narrower markets

    McCarthy and Perreault suggest forming sub-markets around what you would call your “typical customer”, then aggregate similar people into this segment, on the condition to be able to satisfy their needs using the same Marketing mix.

    Start building a column with dimensions of the major need you try to cover: this will make it easier for you to decide if a given person should be included in the first segment or you should form a new segment. Also create a list of people-related features, demographics included, for each narrow market you form – a further step will ask you to name them.

    There is no exact formula on how to form narrow markets: use your best judgement and experience. Do not avoid asking opinions even from non-Marketing professionals, as different people can have different opinions and you can usually count on at least those items most people agree on.

    STEP 4: Identify the determining dimensions

    Carefully review the list resulted form the previous step. You should have by now a list of need dimensions for each market segment: try to identify those that carry a determining power.

    Reviewing the needs and attitudes of those you included within each market segment can help you figure out the determining dimensions.

    STEP 5: Name possible segment markets

    You have identified the determining dimensions of your market segments, now review them one by one and give them an appropriate name.

    A good way of naming these markets is to rely on the most important determining dimension.

    STEP 6: Evaluate the behavior of market segments

    Once you are done naming each market segment, allow time to consider what other aspects you know about them. It is important for a marketer to understand market behavior and what triggers it. You might notice that, while most segments have similar needs, they’re still different needs: understanding the difference and acting upon it is the key to achieve success using competitive offerings.

    STEP 7: Estimate the size of each market segment

    Each segment identified, named and studied during the previous stages should finally be given an estimate size, even if, for lack of data, it is only a rough estimate.

    Estimates of market segments will come in handy later, by offering a support for sales forecasts and help plan the Marketing mix: the more data we can gather at this moment, the easier further planning and strategy will be.

    These were the steps to segment a market, briefly presented. If performed correctly and thoroughly, you should now be able to have a glimpse of how to build Marketing mixes for each market segment.

    This 7 steps approach to market segmentation is very simple and practical and works for most marketers. However, if you are curious about other methods and want to experiment, you should take a look at computer-aided techniques, such as clustering and positioning.

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    Source by Otilia Otlacan

    Views: 0

  • Holistic Healthcare versus Traditional Western Medicine

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    The Western medicine community recently asked the question: Will Alternative Healthcare, a.k.a. Holistic, Metaphysical, Energy or Mind, Body, Spirit healing and Western Medicine (WM) merge? This question implies there is reason to wonder and/or we need to consider the benefits a merger might create. The consideration of merging Holistic, Metaphysical, Energy or Mind, Body, Spirit healing and Western Medicine is analogues to comparing apples to oranges. The only comparison between apples and oranges is that they are both fruit–but the comparison ends there. Holistic, Metaphysical, Energy or Mind, Body, Spirit Healing and Western Medicine is diametrically polar opposites with nothing in common, except the subject (you). I will explain.

    In order to understand the ideology of Western Medicine, you need to examine the language used by doctors and researchers. Their choice of words reveals their belief systems and the models they use to understand the way they think healing works. When observing the state of Western Medicine and the unprecedented influence of pharmaceuticals and over-the-counter (OTC) drugs, an interesting paradox arises. The drug companies claim that pharmaceuticals and OTC can do wonders for people: lower cholesterol, end clinical depression, reverse osteoporosis, eliminate allergies, cure cancer, cure MS, calm children and many other similar promises.

    If prescription or OTC drugs are so good for people, where are all the healthy medicated customers? The truth is, there aren’t, any. There’s nobody taking twelve prescriptions or OTC drugs with a clean bill of health. In fact, the more prescriptions a person takes, the worse their overall health. And if you approach the healthiest people you can find and ask what prescription drugs or OTC drugs they’re taking in order to be so healthy, they’ll give you a confused look: Healthy people don’t take prescription or OTC drugs!

    This sort of language is not uncommon from researchers in Western Medicine. They perceive the human body as a battleground on which wars are waged against invaders (viruses, bacterial infections and tumors). Beginning with the Victorian era, Western society has become addicted to quick fixes and results with no effort. Western Medicine has in some instances provided this result. When Western Medicine doesn’t produce a ‘quick fix’ result the answer is: “Sorry, it couldn’t be helped–the surgery was a success, the patient died.” It is interesting to note the AMA reports a dismal success rate–approximately 250,000 people die each year due to misdiagnosis and/or the treatment does little or nothing to improve the person’s health. In other words these people didn’t die due to an illness they died due to the wrong treatment.

    Western Medicine’s theory and doctrines fail to recognize that diseases are not separate from the person. In fact every disease can be more accurately called an expression of the patient’s lifestyle, beliefs, and energies. Cancer is not a tumor, for example: it is a systemic disorder that can only truly be cured by helping to support the body, not by attacking it with chemical bombs or knives. The tumor is merely one physical expression of the systemic disorder, and simply removing the tumor does nothing to cure the disease. The body is designed to heal itself–given it has the proper care–nutrition, herbal supplements, spiritual and emotional well-being.

    The body is designed to heal itself provided it has the proper support to do its job. Traditional Chinese medicine (TCM) is based on a concept of balanced qi (pronounced “chee”), or vital energy, that is believed to flow throughout the body. Qi is proposed to regulate a person’s spiritual, emotional, mental, and physical balance and to be influenced by the opposing forces of yin (negative energy) and yang (positive energy). Disease is proposed to result from the flow of qi being disrupted and yin and yang becoming imbalanced. Among the components of TCM are herbal and nutritional therapy, restorative physical exercises, meditation, acupuncture, and remedial massage.

    Holistic, Metaphysical, Energy or Mind, Body, Spirit healing has existed since the beginning of time amid religious beliefs and practices, along with the mystery, superstition, fear, and misunderstanding. Holistic Healing is now becoming recognized regardless of what anyone chooses to believe or think. Ask almost anyone about their spiritual well-being and they will probably tell you, “Yeah, I am a spiritual person, I go to church frequently.” Therein, the confusion arises out of the association of healing with religion. The majority of people, including religious leaders, do not understand the difference.

    Definition: “HEAL” 1. To restore to health or soundness, 2. To set right, repair, 3. To restore a person to spiritual wholeness, 4. To become whole and sound, to return to health.

    Definition: “SPIRIT” 1. The vital principle or animating force within living beings, Incorporeal consciousness. There are about twelve more elaborations mostly to do with various religious implications.

    Definition: “RELIGION” 1. Belief in and reverence for a supernatural power or powers regarded as creator and governor of the universe, 2. A set of beliefs, values and practices based on the teachings of a religious doctrine.

    Thus, based on Western Medicine’s common interpretations of how things ‘ARE’, many paradoxes are created. The resultant effect is confusion and un-wellness. The Truth, as Carl Jung and others have carefully worded in their writing, is this: Every Thing in the universe is Energy and Consciousness. How anyone thinks or feels about that Fact cannot change it. The purpose of All religions is the recognition that humans have a part of themselves that is not physical and there is a need to explore and experience this aspect of themselves. Part of the intent is to discover one’s purpose and to live in the best way possible. Another part of that goal also includes the attainment of Truth and Spiritual Wellness. However, the result of religious teachings with regard to our Spiritual health has been an abysmal failure. If the most important aspect of our being is our Spiritual self, and it has been neglected, it is a miracle we have existed this long.

    Many churches are in a state of extreme confusion in an attempt to avoid accepting the “Truth.” The greatest struggle is how to incorporate all the now known knowledge and assimilate it into the religious dogma and theology. The problem is the impossibility of reconciling the obvious flaws in most theology and doctrine. The obvious shortcomings and how political and nationalistic and other special interests and agendas have resulted in a history filled with disappointment, tragedy, confusion and religious wars.

    In many cultures it has always been thought and/or known that we are spiritual beings, the biggest exception is in western industrialized cultures that we believe we are people who happen to have a soul. Eastern philosophy believes we are a soul first, housed in this thing called a ‘body.’ The most beautiful and simple interpretation of how everything ‘IS’ can be found in the Native American tradition. “Everything in the universe is Spirit, each thing in it is of the same Spirit and it is all Connected.” This is exactly what we are beginning to understand in science and quantum physics, that everything in the universe is made of the same thing and has a consciousness about it. The two things that frustrate scientists the most is the fact that all these

    things operate across time, space and dimensions they do not yet understand, and the ability of things to operate on inter-dimensional and multi-dimensional levels. A high degree of new understanding about the science and physics of what spiritual really means is now mostly coming from independent researchers. High-tech and aerospace research physicists and scientists, all seem to have a more concise and accurate understanding of Spirit and the Spiritual than those from a theological background.

    The Reality and The Truth of Spirit–In plain language, there is only One God or Universal Energy that Is Everything. There is only One Consciousness. We are only one individuated expression of The One. All the dogma, theology and religious beliefs anyone chooses to pile on this truth is commonly referred to as Bunk. It is the lack of true knowledge and the application of these distortions, which have been the source of all emotional, physical and spiritual problems. Spirit is alive, it is something that is lived and experienced, the surest way to destroy or suppress it is to organize it and institutionalize it.

    Spiritual Experiences teach us: Everything we think or feel affects oneself and others. We need to realize every feeling–anger, fear, hate, sadness, judgment–are mind generated emotions and need to be modified or eliminated. Left to fester–anger, fear, hate, sadness, judgment, creates physical reactions. For every physical reaction, a.k.a. symptoms–i.e. colds, cancer, MS, and everything from A to Z, there is a direct link to mind generated emotions. When these mind generated emotions are eliminated and the wounds created from long term and dysfunctional expressions are healed, the physical manifestation labeled as illness by Western Medicine is eliminated.

    The bottom line is Health and Well-Being is affected by two factions–Doctors and Ministers. Doctors are trained as mechanics who work on the physical mechanism. They are in the Business of “Treatment.” They are Not Trained in the “Art of Healing”. Most doctors do not even understand the most rudimentary concepts of Healing. Most do not realize how they can produce damage and even induce death sentences on their patients.

    There is little difference in the effects produced by an intentional damaging curse or a prayer prayed improperly, bad advice or simply some random negative thought. Ministers are trained in traditional theosophical dogmatic perceptions specific to the cultural religious views they ascribe to. Most people have little concept about True Spirituality or how the universe really operates. As a consequence they convey misinformation, half-truths, superstitions and fears along with a multitude of associated damaging information into a person’s consciousness. The result of which is Confusion and Paradox–which leads to distress, disease and un-wellness.

    Both the good in our lives and the dis-eases we have are the results of our experiences, conditioning and beliefs. It is the experiences, conditioning and beliefs that are counter to our true nature that causes the damage. No matter how dire a client’s predicament seems to be, I Know if they are ‘Willing’ to do the emotional and spiritual work of releasing old habits, beliefs and forgiving, everything can be healed. The word ‘incurable’ used by Western Medicine really only means that the person can not be ‘cured’ by ‘outer’ methods and that they must Go Within to effect their healing. The condition was created as a way to cope–it came from within and can be healed from within. Reference: Heal Your Body, Louise L. Hay

    Since Holistic/Metaphysical Healthcare focuses on supporting the Mind, Body, Spirit to heal itself as it is designed to do and Western Medicine perceives the human body as a battleground on which wars are waged with chemical bombs and scalpels against invaders, how can these divergent ideologies be merged?

    The answer: They can’t be–i.e. water and vinegar doesn’t mix–it is metaphysically impossible. Likewise, it is metaphysically impossible to merge Holistic, Metaphysical, Energy or Mind, Body, Spirit healing and Western Medicine. Anyone who would consider such a merger does not understand the laws of Holistic, Metaphysical, Energy or Mind, Body, Spirit healing.

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    Source by Dorothy M. Neddermeyer, PhD

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  • e-Marketing Strategy: 7 Dimensions to Consider (the e-Marketing Mix)

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    What is e-Marketing?

    e-Marketing is still quite a controversial subject to talk about, since no one succeeded to unify the various theories around it; however there is one thing upon which there is no doubt – that e-Marketing first appeared under the form of various techniques deployed by pioneer companies selling their products via the internet in the early 90’s.

    The frenzy around these new marketing techniques created by e-tailers and supported by the internet rapidly gave birth to a new dimension of what we knew as Marketing: the e-Marketing (electronic Marketing).

    There are many definitions to what e-Marketing is, the simplest and shortest one being formulated by Mark Sceats: e-Marketing is Marketing that uses the internet as manifestation media. A working definition is that coming from a group of CISCO specialists: e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers.

    e-Marketing Strategy

    The e-Marketing Strategy is normally based and built upon the principles that govern the traditional, offline Marketing – the well-known 4 P’s (Product – Price – Promotion – Positioning) that form the classic Marketing mix. Add the extra 3 P’s (People – Processes – Proof) and you got the whole extended Marketing mix.

    Until here, there are no much aspects to differentiate e-Marketing from the traditional Marketing performed offline: the extended Marketing mix (4 + 3 P’s) is built around the concept of “transactional” and its elements perform transactional functions defined by the exchange paradigm. What gives e-Marketing its uniqueness is a series of specific functions, relational functions, that can be synthesized in the 2P + 2C+ 3S formula: Personalization, Privacy, Customer Service, Community, Site, Security, Sales Promotion.

    These 7 functions of the e-Marketing stay at the base of any e-Marketing strategy and they have a moderating character, unlike the classic Marketing mix that comprises situational functions only. Moderating functions of e-Marketing have the quality of moderate, operate upon all situational functions of the mix (the classic 4 P’s) and upon each other.

    1. Personalization

    The fundamental concept of personalization as a part of the e-Marketing mix lies in the need of recognizing, identifying a certain customer in order to establish relations (establishing relations is a fundamental objective of Marketing). It is crucial to be able to identify our customers on individual level and gather all possible information about them, with the purpose of knowing our market and be able to develop customized, personalized products and services.

    For example, a cookie strategically placed on the website visitor’s computer can let us know vital information concerning the access speed available: in consequence, if we know the visitor is using a slow connection (eg. dial-up) we will offer a low-volume variation of our website, with reduced graphic content and no multimedia or flash applications. This will ease our customer’s experience on our website and he will be prevented from leaving the website on the reason that it takes too long to load its pages.

    Personalization can be applied to any component of the Marketing mix; therefore, it is a moderating function.

    2. Privacy

    Privacy is an element of the mix very much connected to the previous one – personalization. When we gather and store information about our customers and potential customers (therefore, when we perform the personalization part of the e-Marketing mix) a crucial issue arises: that of the way this information will be used, and by whom. A major task to do when implementing an e-Marketing strategy is that of creating and developing a policy upon access procedures to the collected information.

    This is a duty and a must for any conscious marketer to consider all aspects of privacy, as long as data are collected and stored, data about individual persons.

    Privacy is even more important when establishing the e-Marketing mix since there are many regulations and legal aspects to be considered regarding collection and usage of such information.

    3. Customer Service

    Customer service is one of the necessary and required activities among the support functions needed in transactional situations.

    We will connect the apparition of the customer service processes to the inclusion of the “time” parameter in transactions. When switching from a situational perspective to a relational one, and e-Marketing is mostly based on a relational perspective, the marketer saw himself somehow forced into considering support and assistance on a non-temporal level, permanently, over time.

    For these reasons, we should consider the Customer Service function (in its fullest and largest definition) as an essential one within the e-Marketing mix.

    As we can easily figure out, the service (or assistance if you wish) can be performed upon any element from the classic 4 P’s, hence its moderating character.

    4. Community

    We can all agree that e-Marketing is conditioned by the existence of this impressive network that the internet is. The merely existence of such a network implies that individuals as well as groups will eventually interact. A group of entities that interact for a common purpose is what we call a “community” and we will soon see why it is of absolute importance to participate, to be part of a community.

    The Metcalf law (named after Robert Metcalf) states that the value of a network is given by the number of its components, more exactly the value of a network equals the square of the number of components. We can apply this simple law to communities, since they are a network: we will then conclude that the value of a community rises with the number of its members. This is the power of communities; this is why we have to be a part of it.

    The customers / clients of a business can be seen as part of a community where they interact (either independent or influenced by the marketer) – therefore developing a community is a task to be performed by any business, even though it is not always seen as essential.

    Interactions among members of such a community can address any of the other functions of e-Marketing, so it can be placed next to other moderating functions.

    5. Site

    We have seen and agreed that e-Marketing interactions take place on a digital media – the internet. But such interactions and relations also need a proper location, to be available at any moment and from any place – a digital location for digital interactions.

    Such a location is what we call a “site”, which is the most widespread name for it. It is now the time to mention that the “website” is merely a form of a “site” and should not be mistaken or seen as synonyms. The “site” can take other forms too, such as a Palm Pilot or any other handheld device, for example.

    This special location, accessible through all sort of digital technologies is moderating all other functions of the e-Marketing – it is then a moderating function.

    6. Security

    The “security” function emerged as an essential function of e-Marketing once transactions began to be performed through internet channels.

    What we need to keep in mind as marketers are the following two issues on security:

    – security during transactions performed on our website, where we have to take all possible precautions that third parties will not be able to access any part of a developing transaction;

    – security of data collected and stored, about our customers and visitors.

    A honest marketer will have to consider these possible causes of further trouble and has to co-operate with the company’s IT department in order to be able to formulate convincing (and true, honest!) messages towards the customers that their personal details are protected from unauthorized eyes.

    7. Sales Promotion

    At least but not last, we have to consider sales promotions when we build an e-Marketing strategy. Sales promotions are widely used in traditional Marketing as well, we all know this, and it is an excellent efficient strategy to achieve immediate sales goals in terms of volume.

    This function counts on the marketer’s ability to think creatively: a lot of work and inspiration is required in order to find new possibilities and new approaches for developing an efficient promotion plan.

    On the other hand, the marketer needs to continuously keep up with the latest internet technologies and applications so that he can fully exploit them.

    To conclude, we have seen that e-Marketing implies new dimensions to be considered aside of those inherited from the traditional Marketing. These dimensions revolve around the concept of relational functions and they are a must to be included in any e-Marketing strategy in order for it to be efficient and deliver results.

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    Source by Otilia Otlacan

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