3 Marketing Techniques: The Good, Bad and In-between

By Daniel on May 19, 2010 | Business, Marketing

I’ve been thinking a lot lately on different ways to market the services I offer and how they rate on scales of time commitment and effectiveness. I want to develop a set of marketing steps that I can follow and generate a predictable amount of work.  As a recent article on Copyblogger states, “It takes some time and attention, but it’s not rocket science.”  A marketing rhythm is an attainable goal given the proper amount of time and energy.  Freelance Folder had a recent open thread asking the question: “How much time do you spend on marketing?”   The responses ranged from the single-digit number of hours per week to “you should always be marketing”  to “Zero.  It’s all word of mouth”.

Since this topic has been a focus of mine of late, when I was confronted with three different types of marketing techniques today I couldn’t help but rate them.

The Referral Network

This morning I visited the Fiesta Chapter of BNI International.  I was invited by a friend to see what the organization is all about.  BNI describes itself as “”The” Business Referral Organization.”  Members are grouped into ‘chapters’ which meet weekly to network, share leads referrals, and build relationships  (I was taught that a referral differs from a lead in that a referral is “able and ready to do business with you”).  A major selling point to the membership (which does require a fee) is that there is only one member per profession in each chapter.  So if you are a web developer, then there will not be any other web developers in the chapter you belong to.

I decided to apply for membership and test out their claim that the referrals received would more than pay for the membership fee.  At very least I am looking forward to the weekly meetings for social interaction and to be around other business owners.

Time Commitment: Light, weekly meeting

Effectiveness: TBD, but forecast is Good

The Cold Call

On my way back to the office after the BNI meeting I got a call from a number I didn’t recognize (at first).  When I answered I was greeted by a cheery, British accent.  Even though it was difficult to hear the person with the road noise from my open car windows I could tell this person was calling from a call center.  He proceeded to recite a script I hear once per month telling me  how he found my website, that he wants to tell me about the development services they offer, and if I’d like to talk to one of his project managers.  I have repeatedly declined their offer and am now to the point of being annoyed so that I simply say “No Thank You” and hang up.  This tactic might work on others, just not on me.

Time Commitment: Heavy, for the person on the phone.

Effectiveness: In-between.

The Car Window

I observed the third marketing method as I was picking up lunch at a local Thai restaurant.  As I was getting into my car, a white Explorer pulled up behind me and the driver leaned out and started talking to me:

Driver: “Hi!  Do you live around here?”

Me: “Um, yeah.”

Driver: “Great! So I was wondering, I have these two Home Theater systems, I’m from Austin, and I over ordered from [local store], so I can give you a deal. What do you think?”

Me: “No thanks.”

Seriously?  At first I couldn’t decide if the driver was joking or not, and then I started to wonder if he was serious and if these items weren’t in fact stolen, how did he think this exchange would work out in his favor.  “As a matter of fact I am looking for a home theater system, I just happen to be outside of a Thai restaurant.  Thank goodness you happened to see me and pull up!”

Time Committment: Low

Effectiveness: Bad.  Very Bad.

What are some marketing techniques that you use to market yourself?


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Magento 1.4 Review: New Features

By Daniel on Feb 16, 2010 | Magento E-Commerce

Magento 1.4 Stable Community Edition was released last Friday February 12th.  This major version release brings with it several new features that will improve site performance and make administration easier.

Widgets!

Widgets were introduced in the alpha versions of 1.4 in October ’09 and now have their debut in this stable release.  Widgets greatly expand the CMS (Content Management System) capabilities of the software.  The main way that the new widget functionality differs from static blocks is that non-technical administrators of the site can now control not just the content of blocks, but also their placement.

The default install now comes packaged with 7 types of widgets.  Magento extension authors can create widgets to be packaged with their extensions.

WYSIWYG Editor

When I install a Magneto site the first thing after I have completed the base software installation is to install the Fontis WYSIWYG (What You See is What You Get) extension.  With version 1.4 there is now a native WYSIWYG editor (TinyMCE) that can be used to edit Category and Product descriptions.

Unlike the Fontis extension this WYSIWYG editor does not have the ability to be inline – the user is forced to press the “WYSIWYG Editor” button which opens a modal dialog box.  This may have an productivity impact when doing multiple category/product edits.

Custom Variables

With the Transactional Email control panel in Magento store administrators have the ability to customize system generated emails for several events (e.g. New Order, Order Shipment).  Store administrators now have the ability to define custom variables to be used within those transactional emails.  Data elements that are included on each email can now have a single point of edit instead of having to open each email template and update the value.

Custom Variables in Magento

A new “Insert Variable…” button on the Transactional Emails screen provides a dialog box with a list of system variables and custom variables.  The administrator selects the desired variable in the dialog box to insert the appropriate macro code into their Template Content.

Performance Updates

This release also includes features and updates targeted toward performance. The Compilation Module is now status:stable and greatly improves site performance by “compiling all files of a Magento installation into a single include path”.  That means faster page loads when this module is enabled.

Page transfer size has also been in addressed by including all CSS files into a single transfer similar to how Javascript has been handled to date.

Overview

The new features included in Magento 1.4 add to an already extensive feature list that make this e-commerce platform stand head and shoulders above the rest.


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Showcase: Caden Lane

By Daniel on Feb 8, 2010 | Magento E-Commerce

Caden Lane is a fashion-forward baby boutique that offers annual collections packed with everything you need for your baby and nursery.  Owner Katy Mimari infuses her products with “modern flair”,  “bold colors” and “playful prints”.

The project is a collaboration with Ink Puddles.

What we did:

  • Magento template design integration
  • xHTML/CSS Coding
  • Matching WordPress blog
  • Site installation
  • Custom category navigation
  • CMS setup
  • Customized Wholesale Account administration

Visit Caden Lane


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