101 Marketing

In this economy

2009-04-26T05:56:00.000-07:00

From Peter Brusso, CEO of Infocard.cc (http://www.infocard.cc)

Wow.. is this a nuts time or what? Marketing in a down economy is very important but let me tell you a few things to think about.

First, in an economy like this, usually the stupid company's cut sales and marketing expense's in hope to save money. The last ones you should ever cut are those. Focus on why your marketing sucks, not the budgets or people. Listen, a good marketing manager must design a campaign that works, not just spends money. With all marketing it should bring in more money then it costs, or something is wrong with the strategy altogether.

Second, in an economy like this, you need to utilize an integrated marketing approach ( a really good video on this is at: http://101marketing.blip.tv/file/1211384/). That is you need to have a marketing strategy that spans the old and the new. More people then not, when they are looking for something, oh like over 82 percent of them start looking on the Internet, so like, hm... is your marketing taking advantage of the Internet? Of course, I'm not just talking a fancy website either, but embracing the power of podcasting plus web 2.0 tools? If not, you need get up to speed and integrate this into your marketing mix, like right now! I also just posted a new video about what is important to remember about your website : http://101marketing.blip.tv/file/1953816/

Third, in an economy like this (I think I love to say that, haha), even with 10 percent unemployment, there is still 90 percent employed! People are spending money still... they have too. However, their spending profile is changing. They are looking to spend with those products, companies, and people they trust. This is really important to understand. Remember, it's what in this for the customer, not what is in it for you. I always try to get people to understand why people pay you money... and that brings me to another audio podcast for you http://101marketing.blip.tv/file/300839/ , don't forget to hit the start button!

I will have more later, and good luck in restructuring your marketing strategy!

Peter Brusso

A great podcast on Internet marketing with Hip3.com

2008-08-18T06:17:00.001-07:00

Marketing isn't easy. Marketing isn't doing one thing. Marketing is understanding your customer and delivery avenues plus the importance of understanding a niche of customers. I was fortunate to meet Jon Cline and Markus Van Loan, at the City Club on Bunker Hill. I am a member and so are they.

Most who follow me, all 30,000 of them, know that I believe in "swarming" your clients with your materials. Part of your marketing mix should be "Internet marketing". Internet marketing is becoming one of the most pieces of your marketing mix. Why? Over 80 of the people who look for anything, are now starting on the web. It doesn't take a rocket scientist to understand the importance of that statement. Ok, so where are you on the search engines list (the three big ones (Google, Yahoo, and MSN))? Should you buy adwords? Should you dump lots of money into your website? How do you drive traffic to your site? How to you keep them involved with you? Well, you need to listen to this two part podcast to start to lay the foundation for your Internet marketing!

I was so please to find others who understand the Internet and where its going. We covered the following topics: Doing business on the Internet, Integrated marketing, four generations in the market place now, organic search engine techniques, niche economics, long tail search terms, what Google likes, online marketing landmines, and much more..... Action packed huh! Well, I know this is a good primer for all those who want to start to get their arms around Internet marketing.

Also remember.. that if you do the wrong things on your website.. you will be banned from the search engines... don't believe that? Go ask BMW.. who was banned from Google as they hired the wrong company to do their website.. they used techniques that were touted to get them to the top of Google.. by using techniques to "fool" Google.. well.. if you use these "slime ball" techniques.. you will get your site banned.. Learn from these podcasts about the "right" things to do.. and don't try to fool people... remember, there are only two types of people in the world... Pirates and partners.. they both start with the same letter "P", but they have uniquely different results on your life..

Peter Brusso

101 Marketing

http://101marketing.blip.tv/

101 marketing update:

2008-07-01T08:59:00.000-07:00

Wow… where has the time gone? Lets start with what is first, is first… I have been doing a huge amount of podcasting and watching the industry change. I have started to include my podcasting attorneys into my 101 marketing show mix, as they are using podcasting in a marketing way. Thus, I feel it’s important to see what they do also. Enter Demetria Graves, a family law attorney in Glendale CA. She is among the many thousands of attorneys and how is she going to stand out in the crowd? By using my marketing system of blogging:podcasting:SEO website. If you have not been following me, then here is the short story.

Fact: over 80 percent of the people who look for anything, start on the Internet. So, unless you are top in the search returns, you are just lost in the noise. So, using my triangle approach, you can rise right up to the top of the search results. There is more about this at my podcast university, and I use the term loosely, http://www.podcastingforlawyers.com/Podcasting_U.html . So, Ms. Graves is starting down this path and we have seen some really cool results too, in such a short time. Her podcasts were picked up by Mefeedia.com, and is now starting its next mission of “viral” marketing. The more other sites pick up her stuff, the more “relevance” Google puts in the material. And this means that her material will be used for “relevant” search results based on the “keywords” she has at her site, podcasts, and blogs. So, back to the show, eh? Ok, we have a great podcast that talks about her needs for marketing and how things are in her industry. Attorneys are not taught how to market; therefore, they have trouble building a business. So, go listen to this great podcast… http://101marketing.blip.tv/file/968944/ .

I did a great series with Dave Luke, the ultimate business coach. His podcast has been extremely popular and can be found at: http://101marketing.blip.tv/file/893591/ . There are two of these podcasts really worth listening to, so here is the other one http://101marketing.blip.tv/file/789068/ which is the first one that got this whole thing started. Dave is a great coach and we all need them too! So, enjoy this extremely popular podcast series.

Next up on the deck for those who use podcasts is my interview with Michelle Rafter. She writes for Inc magazine and wanted to interview me about making plus using podcasts to market. Her podcast can be listened to http://101marketing.blip.tv/file/837121. What is clever here is that I recorded her interview of me, for her to use on her blog site. A podcast about an interview on podcasting! It was a great use of the podcasting tool that helped her capture all the interview for her “written” article and also material for her to use in her business. You can find her blog at: http://michellerafter.wordpress.com/.

Finally, another extremely popular interview was with a “fellow marketing guy”; Peter Hill. Peter and I discuss many of the current thoughts on marketing with web 2.0 and beyond. It is really a must listen too and can be found at http://101marketing.blip.tv/file/793360/ for anyone who is interested in using web 2.0 tools to market.

The use of Podcasting by Peter Brusso

2007-11-22T07:32:00.000-08:00

Those that know me understand me to be a no nonsense marketing guru. If it doesn’t work stop doing it. If it doesn’t produce the results you want, then stop using it. To that end, why should you use podcasting in your marketing mix? I am going to show you the hidden secrets of podcasting in this paper. Enjoy….

There are hundreds of people that can show you how to make a podcast. As an Electrical Engineer, I could get all “geeked” out here and show you microphones, mixers, or software: but won’t. Rather I would like to explore the “after” you have produced a good quality podcast.

What makes a good quality podcast?

Podcasts usually have good quality sound, no background sounds (unless you are doing in situ podcasts), no 60-cycle hum, no pops, lead-in and lead-out music. There are other things that also add to the professional nature of a podcast, such as, a brief description of the podcast in the front lead-in music, etc. Suffice it to say, there is an anatomy of a good podcast and one should strive to have such for their show. Otherwise you might tend to niche your podcast too much! So follow the simple guidelines of making a good quality podcast so that you maximize your possible success.

Ok I have a good podcast, now what?

There are many purposes for podcasting but most come down to one thing: to become a recognized subject matter expert (SME). Yes, that it! You want your listeners to understand that you are the expert in your field or niche. In this day and age, marketing has changed. Long gone are the cold calls, the door knocking, and all those types of sales/marketing activities. In the old days, we did business with those we knew and trusted. Well folks, guess what? We are back to our basic human trust model; doing business with those we prefer and trust. Podcasting is the exact tool to perform this type of marketing! You gain that trusted position by expounding information that helps your listener, even if you don’t know who they are, and that gains you a trusted place in their mind. Thus when it becomes time to hire or buy, you are top of mind awareness with your listener!

Another aspect of podcasting is how you use a podcast.

Once you have your quality podcast, besides putting it up for the world to find, there is an important option. As with good business principles, a company can be targeted for possible future business. As you generate your target company list, many times you also identify the target person in that company as well. So now you are in the podcast world what would you do different then before? You can email and snail-mail an invite to listen to your podcast, right to the target person! This gets you in front of your target and you can start to build a relationship with that target prospect.

I had an old friend that used to raise money for groups and she said if you are asking for $1,000 donation for example, you had to touch your candidate donor one time for each zero in the asking amount. That means, in this case, three times. Podcasting can do that in spades! I always recommend that you have at least 6 good episodes up on your podcast show, such that you now have 6 chances of touching your prospect.

What is the next hidden secret use of podcasts?

Use your podcast as a direct mail letter. Ask your prospect to come on your show! Yes, it’s a very flattering thing to do and you would be surprised how many do accept the offer. In this way, they get a chance to learn about you and you about them. The more of a relationship you can build; the better you can find ways to help your prospect. Say nothing of the trust and SME status you are building with your prospect.

In closing, the three best uses of podcasting are: 1) to build your reputation as a subject matter expert (SME) in your niche, 2) to be able to use your podcasts to target market your prospects with your SME status, and 3) to give you a platform to build a trusted relationship with candidate prospects. Anything short of these things is just hot air.

Make your time and effort really count, go backwards in time and build trusted relationships. You will truly enjoy the fruits of your labor. Forget hard selling, cold calling, and all that nonsense. Swarm your clients with your expertise and podcasting should be one of those “expertise” tools you use in your marketing mix.

My name is Peter Brusso; now go build some trusted relationships!

714-931-8123

Manage your brand!

2007-09-06T08:53:00.000-07:00

I was on the small business forum the other night and was reading threads on branding... many pros and cons on the topic. I was surprised at how many said don't worry about your brand, that's for the big boys. I don't think that is true at all.

We all have brands, even if we don't know it, we do! If you don't develop and manage your brand, then someone else will. So, take my advice and manage yours. I'm sure if you ask Pete Rose, he would agree completely now... after he let the drive by media manage his...

I also suggested they watch Michael Hoffmans miniCD ROM presentation on brand management, located at http://www.infocard.cc/MichaelHoffmanSample.html which I use as a primer for anyone I consult with..

Remember.. you are the brand.. manage it!

The need for Podcasters marketing!

2007-08-30T10:06:00.000-07:00

As a podcaster myself, I needed to apply my own marketing skills to rise above the noise and I realized that I wasn’t alone. I was participating on a “Talkshoe” show and realized that everyone was podcasting but no one was marketing! Wow, that isn’t good is it?

But that describes a majority of podcasters. I listened as someone started talking about a brand, and the call in podcasters wanted to know what a brand was? You know what I said?

First, I cleared my throat and said, “You are the brand”!

I was horrified to listen to the call... the podcaster didn’t understand that he was the brand of his own show! Wow, someone needs a little lecture on 101 marketing, hum…

The more I looked and listened to podcasters, they are passionate about what they do and they don’t do marketing. So, I thought about a site that would help them market or at least educate them into what they need to be as successful as they want to be. So, I started a new website http://www.marketingforpodcasters.com ! Imagine that name! I got that name... I can't believe it!!!

Interview with Podcasting Attorney Helene Wasserman

2007-08-27T08:23:00.000-07:00

I had a great interview with a "RED" hot podcaster, (Helene Wasserman of Ford & Harrison LLP). We talk about the benefits of podcasting for lawyers and attorney firms. It also has transferable to any business, so if you own a business where you have to rise above the noise of the competition, then consider podcasting as part of the at overall strategy. Here is the brief on the podcast as found in the URL below: "This interview is a must listen for any attorney who wants to understand how to get new business. These techniques also apply to other business sectors as well. This interview also discusses 1D, 2D, and 3D marketing plus how it affects a business. It is a combination of these Ds that really have long lasting effects on a business. Enjoy!"

http://101marketing.blip.tv/file/339772/

Three new 101 marketing posts!

2007-07-23T10:48:00.000-07:00

Well.. its a hot summer in Southern California! I have made some good friends from podcasting and have included one of them in the 101 Marketing podcast... that is Jonathan Pickup from New Zealand who has a great going consulting business. His interview can be found at:

http://101marketing.blip.tv/file/290720/

He is a great fan of 101 marketing and tells how he uses the podcast to improve his business and grow it, as well. Jonathan brings outs some very good points about being a small business, especially in a small population. Its worth really listening to his podcast with me.

Next up on the deck is a podcast I did that strung from my recent conversations with clients. I really needed to make them understand why people pay you money. Many don't and once you understand it, it will change your approach to your business... can be found at:

http://101marketing.blip.tv/file/300839/

And now the latest podcast is an interview with a well known aerospace consultant, Gerry Miller. Gerry has had a colorful and great career helping the Government and the private sector manage plus grow defense programs. Listen to this podcast and gain his insight which is very unique and extremely valuable for the current day business person, engineer, or manager. His interview can be found at:

http://101marketing.blip.tv/file/312500/

Enjoy

101 Marketing new site on Blip

2007-04-09T09:44:00.000-07:00

I have put up a ton of new video podcasting on the "new" 101 marketing site on blip. I'm very excited by this new video site! It is a great site for people who own their own business and want to utilize technology in growing their business. In order of recent posts to last:

Podcasting for your business: I explain, in simple language what podcasts are and why they are important for your business. I also discuss services where you can put your podcasts and some of the other secrets of the industry. Finally, I discuss how to use podcasts to upsell your business to your clients.

Forums and viral marketing: Did you ever want to know how to get more traction to your site? Well I disuss a strategy that has really helped me and which the industry has used with wonderful results. Also discussed in this video podcast is how viral marketing works and how you can use it for your business.

iPods: In this video podcast I discuss my uses for an iPod in business. This is an iPod “primer” for the newbie or businessperson, trainer, or educator. It shows the inside secrets of how to use an iPod to increase your business, other MP3 or video mobile device for use in your business. In this podcast we show how the USMC and other business's use the iPod. We also show other iPod accessories, which you would use for an iPod to take it in the field for business. Finally we discuss the iPod revolution so that you can simply understand what all the noise is about!

Next go take a look at the two videos we put on our business card size CD ROMs: for me (Peter Brusso) and for Mr. Lewis. I suggest you have a business size CD ROM to communicate your company message. These are samples of a business card video, of course this doesn’t have click able sections as discussed but you can understand how one can pack a good punch in a 3-minute video.

Stormhoek.com (the interview) : I don’t impress easily and this man, CEO of Stormhoek winery (Jason Korman) is impressive! I ran across an interview with Jason when I was researching my new wine show. This CEO used the power of the blogs, YouTube, 100 geek dinners, and open sourcing his wine label to drive this obscure winery into the web and ultimately increased his sales 5 fold! Wow, and what caught my eye or ear was that he was using all the techniques that Infocard.cc has been advising its clients to use! Here is a man, a company, a winery, which really gets it! Listen and learn from a master CEO.

Attending a networking event: Attending networking events is really fun and educational. However, there are some do’s and don’ts that one should be aware of, and thus, this short video on things to remember.

The last two Podcasts are audio only. First is a great interview with Brad Coker from Pacific Video, and the other is a discussion with my new associate Mr. Kerry Lewis. Both are really worth ones time to listen to and since they are audio, can be listened to while you are driving, working out, or other appropriate background listening opportunities.

Finally remember to look over to G2Radio and listen to military experiences. The site is RED HOT right now! Lots of traffic and wonderful comments. Also I have put up new posts on Member Connect on blip, check out the new videos for Larry Ahlquist, JoAnn Egitto, Cool Jazz, Inaugural balls for 2006 and 2007, just to name a few.

In closing this entry, I hope that your business is growing and you are utilizing the new tools to web 2.0.

2007-02-17T17:24:00.000-08:00

I just started to fill out the blip.tv sites for member connect, 101 marketing and a new one, I can't tell you what it is yet....its a secret. Take a look at this video! This is the City Club on Bunker Hill video Tour... Enjoy

Working on blip tv

2007-02-16T07:17:00.000-08:00

Hello all... a busy Feb already! I gave a great talk (well received that’s how I rate my talks), at the City Club on Bunker Hill January 30th, 2007. The host group was the business alliance and it was their first of the years “kick off” meeting.

I wanted to bring to the group a few “mind” expanding concepts they can use in their business. A way to help them network and develop new business for this year. So, I gave them a talk on how blogging, video blogging, podcasting, iPods, how to make materials for their business plus put them on ipods for showcasing their work, and podcast gear. I filmed the event and it is now up on http://101marketing.blip.tv which is now our new show page for 101 marketing.

Also I am starting to fix and fill out memberconnect.biz as I want to get it moving as a tool for the members to use. If you want to hear some of the content I’m working on, visit http://memberconnect.blip.tv .

I suggested to my clients that they also start using blip.tv for their presentation to clients or just to showcase their business. It’s free, the storage is free, and the bandwidth is free! So far it’s been a good experience and I will keep everyone in the know as I continue to use this site. I am still posting audio up to http://www.switchpod.com/p4701.html for 101 marketing as I started this, itunes and many of my clients still rss feed this… thus I need to keep it going for a while longer.

I started podcasting from the City Club on Bunker Hill, members and their business’s, experience, advice, or what ever… up on http://memberconnect.blip.tv for those members who want to listen and get to know other City Club members. I hope you enjoy and support my efforts here and in http://www.memberconnect.biz. Realize the site is still in an alpha state and will be for some time as I rework the model and add content.

Peter Brusso
http://www.infocard.cc

Podcast: Networking and Elevator Pitches

2007-01-15T11:24:00.000-08:00

Here are some of the show notes for this podcast... which is found at:

http://www.switchpod.com/p4701.html

Networking…in this Podcast learn about: in a networking event do I want a business card from each? How to select the ones you want. Concentrate on those but how? Don’t forget the three-foot rule. I like to wear a badge so people ask me the question…what do you do?

Elevator Pitch…What is an elevator pitch? What is a tag line? How do you use them to help build your business

People seem to overlook that fact that they are networking all the time! Networking can be an event, as many think, but it is also your daily adventure. When you go to the gym, you talk to people, that is networking. To the store, there too… you see you network all the time. It’s like the old adage “how long have you been a salesmen?” the answer is “all your life”! Same is true with networking so you might want to ground yourself in the concepts of networking so that you can be the most effective you can be… Also in this podcast you can learn about elevator pitches… what they are and how to use them. I don’t care if you are in business for yourself or employed by another company, you network and need to understand about how to tell people what you do. Enjoy

Peter Brusso
http://www.infocard.cc