Advertising and marketing communications to drive your business

Are you getting personal with your customers?

2012-02-02T13:21:00.000-05:00

Consumers are more comfortable than ever before with personalization, expecting companies to identify and cater to their wants and needs throughout the shopping experience.

Personalization is essential to brand differentiation, increased conversion, customer loyalty, and ultimately bottom-line performance.

Make sure you address your customers by name, so that they know that every individual client is special to you.

2012-01-30T14:40:00.002-05:00

Webcast - Digital Marketing

2012-01-27T15:42:00.000-05:00

Why Integrating Digital Marketing Must Be
One of Your New Year’s Resolutions
________________________________________
Date: Tuesday, January 31, 2012
Time: 1:00 p.m. ET / 10:00 a.m. PT
Click here to register today
________________________________________
From search to social, customers are interacting with your brand across a variety of channels, most likely created by many different people, in many different departments. However, chances are your customer thinks of your brand as just one entity, purchasing across channels, oblivious to your internal structure and processes. Providing a consistent message and customer experience is critical, so savvy marketers are optimizing campaigns through automated marketing programs and integrated data strategies.

This cross-channel approach lets you reach your customer where they are and when they want to interact. Attributing the source of a conversion correctly is difficult— a customer may see several banner ads before converting with an email push, or may interact with your brand’s social media page before placing a call. A “last click wins” approach is an insufficient way to measure performance of your digital marketing. Being able to track which channels are performing well will give you the information you need for optimizing your marketing resources.

Learn exactly what it takes to build successful integrated marketing campaigns with an attribution model that gives credit where credit is due in this informative editorial webcast.

Attend this webcast and you will learn:
• The benefits of integrating marketing across digital channels
• The impact of attribution
• The benefits of measuring marketing channels throughout the sales cycle
• Strategies for building attribution models for cross-channel marketing
• How to align your marketing teams throughout the conversion funnel
Featured speakers
Robert Brosnan, senior analyst, Forrester Research
Matt Comstock, VP, business intelligence, Razorfish
David Daniels, CEO/founder, The Relevancy Group

Moderator
Dianna Dilworth, contributing editor, Direct Marketing News

Sponsored by

Follow the conversation on Twitter on January 31: use #dmnewswebcast

Questions? Please contact Eva Chan at eva.chan@dmnews.com

Does your business need a 35% increase on the bottom line?

2012-01-25T15:03:00.000-05:00

What's Your Game Plan?

2012-01-23T14:58:00.003-05:00

Facebook Commerce Holds Promise for Retailers

2012-01-20T14:25:00.000-05:00

Reprinted from eMarketer, JANUARY 20, 2012

Social networks don’t account for much ecommerce yet, but heavy Facebook users see it as a one-stop shop

Social media and ecommerce have evolved since 1-800-FLOWERS launched the first Facebook storefront in July 2009. Internet users have become more comfortable with online buying on Facebook as they spend more time on the site.

“It is not surprising that shopping and socializing—activities that complement each other in the real world—are beginning to converge online as well,” said Krista Garcia, eMarketer analyst and author of the new report, “Facebook Commerce: Reaching Shoppers Where They Socialize.” “As social media, and Facebook in particular, plays a larger role in consumers’ lives, people are becoming accustomed to performing routine tasks like reading news, watching videos and listening to music, as well as discovering products and shopping, all while staying logged in to a single site. Instead of compartmentalizing daily routines, social media users are treating Facebook as a one-stop platform.”

Retailers are still in the early stages of using social media as a sales vehicle, but the channel is poised for growth. Booz & Company estimated that $1 billion in goods would be sold through social media in the US in 2011. That figure is expected to triple in 2012 and reach $14 billion by 2015.

While social commerce still represents a tiny percentage of overall retail sales, and Facebook is just one social site, that site is the clear leader and already offers retailers a variety of options for converting users into consumers. Some of those consumers are warming to the idea of buying products and services while on the site.

In a Q4 2011 Oracle survey of North American internet users, nearly one in five respondents said they would buy through Facebook or had already done so, while 15% were not aware they had the option. Approximately a third said they would never purchase products via Facebook, however.

“Facebook’s role in ecommerce is currently in flux,” said Garcia. “Brands are beginning to realize its capabilities, while users are growing accustomed to mingling with companies online and sharing shopping activities with friends. Even though social media is still more of a marketing tool than a sales vehicle, Facebook’s influence on shopping behavior extends beyond triggering conversions on the spot.”

White Paper - The 7 steps to make your business grow

2012-01-19T13:26:00.000-05:00

Enter your information below to download your "Seven steps you can take this month to make your business soar well into the future. "

This white paper will show you how data, brand recognition, referrals, a good welcome and greeting program, and prospecting will give you 35% more on your bottom line this year. Sign up below to see how.

Marketing Guru Tom Murrell reinforces the fact that brinigng in just 5% more business results in 35% more to the bottom line.

To The Point Welcomes Our Newest Client

2012-01-18T16:53:00.000-05:00

Welcome Rock Pond Pub!

New Business Development Professional Joins To The Point Marketing

2012-01-18T16:00:00.002-05:00

To The Point Marketing is pleased to announce that Thea Griggs will be joining the team as the Director of Business Development, starting today, January 18, 2012.

Thea Griggs Bio
Stellar results in Business Development, Account Management, Sales and Support. 20 years as a leader in client acquisition, customer retention and Channel Marketing primarily in the IT sector.

Strong understanding of C suite engagement with a strategic and consultative approach. Possessing a natural propensity toward business development and growth creation.

Demonstrated leadership through results driven action,creative thinking with a "no-nonsense" approach to business.

a 5% increase in sales from a customer equals...

2012-01-18T12:28:00.001-05:00

...a bottom line profitabilty of 35%. Listen carefully to his very last line in this video.

Business of The Year Nomination

2012-01-18T10:07:00.000-05:00

To The Point Marketing is pleased to be nominated, for the second year in a row, as BUSINESS OF THE YEAR.

Smartphones Turn Millions More Americans into Mobile Shoppers

2012-01-12T16:02:00.000-05:00

Reprinted from eMarketer Magazine
JANUARY 6, 2012

Number of mobile buyers will nearly triple by 2015

In 2011, US mobile commerce sales (including travel) surged 91.4%, to reach $6.7 billion. Continued strong growth will boost sales to $31 billion in 2015. More smartphone users, greater consumer comfort with mobile shopping and an increasing number of retailers launching mobile sites and apps will all play a part in propelling m-commerce sales.

“To keep up with consumer expectations, retailers are bolstering their mobile offerings,” said Jeffrey Grau, eMarketer principal analyst and author of the new report, “US Mobile Commerce Forecast: Capitalizing on Consumers’ Urgent Needs.” “Retailers were slow to react to consumer interest in mobile shopping. But now they are making great strides in launching mobile websites and apps.”

This will help US m-commerce sales grow at a compound annual rate of 55% from 2010 to 2015, including 73.1% growth expected this year.

In 2011 mobile shopping became synonymous with smartphone shopping. The percentage of mobile shoppers who were smartphone users jumped to 93%, from 75% in 2010. As people trade in their feature phones for smartphones they will naturally take advantage of their devices’ powerful capabilities for doing a range of mobile activities, including shopping and buying.

Completing a purchase via mobile is less popular, with only 26.8 million mobile users estimated to have done so in 2011, but that number too will rise quickly, to 61.8 million in 2015.

“Purchases from mobile phones still account for a tiny share of total ecommerce sales,” said Grau. “However, in some retail categories like flash sales and tickets, retailers report a much higher share of sales coming from mobile users.”

Social media spurred sales for independent retailers in 2011

2012-01-01T12:08:00.000-05:00

Reprinted from USA Today

DETROIT – Cheryl and Karen Daskas, owners of the upscale Tender boutique in Birmingham, Mich., were trying to find a way to draw their social-media friends into the store this year.

So they created an offer. They would sell their private-label Tender tights for $15 a pair — a bargain at a store that sells $1,500 messenger bags and $300 designer dresses.

"We sold out thousands of pairs in a few days," Cheryl Daskas said. "Blasting it on Twitter really drove it home. It was a lot of fun."

Using social media such as Twitter and Facebook to drive retail sales was a budding trend this year that is expected to grow exponentially in 2012. It is especially meaningful to independent retailers without large advertising budgets.

Other big retail trends on the horizon include continued momentum in shopping locally, increased use of smartphones by retailers and consumers, the growth of online sales and greater use of consumer data by retailers to boost sales.

The rise of retailer applications or apps for smartphones is expected to intensify in 2012, according to Joan Primo, principal of Sylvan Lake, Mich.-based Strategic Edge and a retail real estate consultant. Retailers can use the apps to distribute discounts to shoppers, let them know about a sale item and sell products.

"You see people doing a lot of comparison shopping with them," she said. "Somewhat because of smartphone apps, you've got a lot of fluidity between the customer and the store and the retailer's website."

According to ComScore data, 91.4 million people in the United States owned smartphones during September, October and November, up 8% from the preceding three-month period. ComScore is a Reston, Va., digital analytics company.

Downloaded applications were used by 44.9% of subscribers, while browsers were used by 44.4%. Accessing of social networking sites or blogs increased 2.1% to 33% of mobile subscribers, ComScore said.

In a recent survey of holiday shoppers, Deloitte found that 21% of consumers said they planned to buy something for the holiday from their smartphones, said Mark Davidoff, managing partner for Deloitte's Michigan operations.

Add to that data analytics and retailers have new areas of potential growth despite a still sluggish economy that may not recover until well into 2012. Data analytics is a practice of taking a multitude of data such as demographics and where you click on the Web and analyzing it to predict behavior.

That approach could help convert sales at a time when disposable incomes for the average person are lower than a year ago.

Consumers are stuck in neutral and worried about gas prices, the national debt, European economic issues, the upcoming presidential election and job insecurity.

"I think that unless there is some extraordinary change, we will continue to see a guarded perspective on the economy and whole retail spectrum," Davidoff said.

More B2B Marketers Embrace Social Media Efforts

2011-12-26T08:00:00.009-05:00

Reprinted from eMarketer, DECEMBER 21, 2011

Benefits include lead generation, awareness-building and thought leadership

More business-to-business companies are using social media as part of their marketing mix. Some have found that sites for professional networking, like LinkedIn, are an effective way to generate leads, while more casual social media mainstays, such as Facebook, Twitter and YouTube, are helping B2B firms reach customers in new ways.

“Leveraging social media for branding and awareness-building can help humanize B2B companies, establish them as thought leaders, and offer new touchpoints for connecting with customers and prospects,” said Kimberly Maul, eMarketer writer/analyst and author of the new report, “B2B Social Media: A Growing Focus for Marketers.”

As of May 2011, 89% of US B2B companies were using social media marketing, according to web survey company iTracks. The survey was conducted among Business Marketing Association members who were B2B business owners, CMOs and other senior employees overseeing marketing programs.

Survey respondents often cite LinkedIn as the top social media site for B2B marketers, but others put Facebook and Twitter above the business-minded social network. According to Sagefrog Marketing Group, in summer 2011, 58% of US B2B marketers that used social media used LinkedIn, compared to 50% for Facebook and 43% for Twitter.

While LinkedIn has proven successful for reaching customers and demonstrating thought leadership, B2B marketers are also working to leverage it and other third-party social networks to attract customers back to their own community sites and forums. Likewise, they are learning how to connect their social media outreach efforts to leads and sales.

“In addition to exposure metrics and engagement, marketers will need to develop strategies and goals with measurement in mind and follow their customers throughout the buying cycle to make that connection,” said Maul.

Happy Holidays From To The Point

2011-12-21T14:01:00.001-05:00

Email's still easiest to measure for ROI

2011-12-16T10:22:00.000-05:00

Measurement Challenges Stump Marketing Executives
DECEMBER 16, 2011
Reprinted from eMarketer

Social media is one of the most difficult forms of marketing to measure

Most marketers know that company executives want to be able to measure marketing tactics and campaigns. But as the marketing mix evolves and becomes more interconnected, this has grown more challenging.

Voice-based marketing automation platform Ifbyphone surveyed marketing professionals for its “2011 State of Marketing Measurement Report” and 82% said their executives expect every campaign to be measured.

Yet, breaking down the different marketing types, only 47% of US marketers believe they can effectively measure the return on investment of email marketing, and other types of marketing saw even smaller percentages. For social media marketing, only 26% of marketers think they can effectively measure ROI.

When it comes to the challenges of online marketing, measuring which keywords drive either the most clicks (40%), the most online conversations (40%) and the most phone calls (37%) were cited by marketers as challenges.

But these marketers are accepting the challenge and working out ways to connect marketing programs back to sales. The tools they use to measure marketing campaigns include web analytics, cited by 48% of respondents, email marketing software analytics (47%), leads from contact forms (38%) and social media monitoring (30%)

But with these tools at their disposal, what do marketers track? Of respondents, 62% said they track an overall net increase in sales to measure the success of marketing programs. Additionally, 57% look at the number of new customers acquired, 39% track the number of new leads generated, 33% look for an increase in customer retention and 33% measure a quantified increase in awareness.

Measuring the impact of marketing has always been a struggle for companies. As the marketing mix expands and integrates social media, digital and more traditional marketing, the challenge has grown. Yet marketers are embracing it and trying to connect their outreach to sales and business results—elements that executives will appreciate.

Best Party in Town

2011-12-15T18:53:00.002-05:00

The Exeter Chamber

and

To The Point Marketing

Invite you

To enjoy the holidays with cheer,

friendship and good wishes.

Join us at our Holiday Celebration on

Thursday, Dec. 22

from 4-6 pm

24 Front Street Lobby

Exeter, NH

For our neighbors and friends

to celebrate the spirit of the holiday.

Appetizers, Drinks and Music

RSVP: party@ttpmarketingsystem.com

Call Bobbi or Mary Alice if you have any questions

772-2411 or 772-1220

Video Viewing and your marketing dollars

2011-12-08T11:02:00.000-05:00

Online Video Viewing Passes 50% of Total US Population

eMarketer estimates that more than half of US consumers watched video content online at least monthly this year, and many of this group were tuning in to premium content like full-length TV shows and feature films. Mobile devices have also become an important venue for video viewing.

Audience growth over the next four years will come from all demographic segments, but it will be more pronounced among preteen children, older boomers and seniors,” said Paul Verna, eMarketer senior analyst and author of a forthcoming report on premium video content. “These groups have traditionally lagged teens and younger adults in their video viewing activity, but the gaps will start to close as the market matures. This will give marketers opportunities to take advantage of growth pockets among viewers at either end of the age spectrum.”

Among online video viewers, watching premium content is becoming increasingly popular. eMarketer estimates that 49% of US adult online video viewers watched full-length TV shows on the web at least monthly this year, rising to 62.8% by 2015. Full-length movies are also becoming popular for web viewing, with 37.1% of US adult online video viewers downloading or streaming at least one feature film monthly in 2011. That viewership rate is expected to increase to 54.1% in 2015.

Mobile video adoption is poised to continue on a steep upward path for at least the next four years. The factors contributing to its success include the ongoing strength of the smartphone market, healthy competition among makers of mobile operating systems—notably Apple’s iOS and Google’s Android—and continuity of content offerings across screens.

“As tablets attract a larger share of video viewing, smartphones are benefiting because most tablet users also own smartphones and typically have the same apps on both devices,” noted Verna. “With more video content flowing to these apps, users are choosing their preferred screen at any given time. Often this means toggling between tablets and smartphones, or between laptops and any number of entertainment devices.”

In 2011, US smartphone viewers represent 90% of the mobile video population, according to eMarketer estimates. By 2015, this percentage will rise to 98.5%.

Reprinted from eMarketer. eMarketer forms its estimates of online and mobile video viewing habits based on a meta-analysis of survey and study data from dozens of research sources as well as trend data on device ownership and usage.

Interesting fact about where your ad dollars should be spent

2011-12-02T15:05:00.000-05:00

36% of total US consumers' attention is online, but only 13% of media is spent there.

Welcome to Our New Client - Wentworth-Douglass Hospital and Health Foundation!

2011-12-02T12:50:00.001-05:00

To The Point Marketing welcomes our newest client.

Email Marketing ROI is Still Amazing, while Social Media ROI Continues to Grow

2011-11-21T14:27:00.008-05:00

Sign Up For a Free Email Blast

Email Remains ROI King; Net Marketing Set to Overtake DM, Says DMA

Once again, commercial email is returning vastly more for every dollar spent on it this year than every other marketing channel, according to the Direct Marketing Association’s just-released Power of Direct economic impact study.

Separately, non-email Internet marketing, which includes display, search and social networking, is expected to surpass direct mail in sales for the first time next year, according to the study.

Internet marketing is expected to drive $576 billion in sales this year compared to direct mail’s $630.5 billion, according to the DMA

But then in 2012, Internet marketing will drive $651.8 billion in sales compared to direct mail’s $642.4 billion, according to the study.

Internet marketing will far surpass direct mail in 2016, driving $970.3 billion in 2016 compared to direct mail’s $724.1 billion, according to the DMA.

And while email’s ROI is still fairly stunning, every year it softens just a bit more.

Email is bringing in $40.56 for every dollar spent on it this year, according to the DMA. This is compared to catalogs’ ROI of $7.30, search’s return of $22.24, Internet display advertising’s return of $19.72 and mobile’s return of $10.51.

However, email’s ROI has dropped significantly from its estimated $52.23 returned for every dollar spent on it in 2006. Also, email’s ROI is expected to continue to drop, according to the DMA.

Email is projected to bring in $39.40 for every dollar spent in 2012, and $35.02 for every dollar spent in 2016.

“Part of this is the maturation of the channel,” said Yory Wurmser, the DMA’s director of marketing and media insights. “Whenever you have a mature channel, you still have innovation but the easy opportunities are gone. Also, percentage wise, we’re talking about a very small drop.”

And while email’s ROI is headed downward for the foreseeable future, mobile’s is headed upward, according to the study.

Mobile’s return for every dollar spent this year is $10.51, according to the study. It is expected to be $11.37 in 2012 and $12.45 in 2016, the study said.

Social networking’s ROI is also expected to rise, according to the DMA. Social networking’s current ROI is $12.71, the study said. Social networking will return $12.90 for every dollar spent on it in 2012 and $13.43 for every dollar spent in 2016, according to the study.

In other news, commercial email is expected to drive $63.1 billion in sales this year, compared to $57.8 billion last year, according to the study.

The DMA projects email to drive $67.8 billion in sales in 2012 and $82.2 billion in sales in 2016.

Social networking is expected to drive $31.9 billion in sales this year, $38.8 billion in 2012 and $81.8 billion in 2016, according to the study.

Not surprisingly, search is the king of driving online sales.

The channel is expected to drive $309.7 billion in sales this year, $350.2 billion in 2012 and $506.1 billion in 2016, according to the DMA.

Internet display advertising is projected to drive a respectable $168.1 billion in sales this year, $186.9 billion in 2012 and $279.2 billion in 2016, according to the study.

“Display is being driven by its ability to target,” said Wurmser.

By Ken Magill
Reprinted from the Magill Report

Email Marketing is not Dead. In Fact, it's More Important Than Ever.

2011-11-18T19:02:00.000-05:00

By Mick Say
Reprinted from Online Marketing Academy

Despite what you may have heard, email Marketing isn't dead!

The online marketing toolbox is constantly evolving with an ever changing assortment of new and innovative marketing tools but in the hustle and bustle of the web do we often accept new and improved and scrap older mediums and throw the baby out with the bath water?

Permission based Email marketing is an established and proven marketing medium and it is still a relevant marketing tool. Most businesses though don’t use this important marketing method to its full potential. Email marketing offers three benefits that other mediums often miss:

Familiarity
Top of mind awareness
Customer loyalty

Today many businesses rely on inbound marketing generated by social media and network marketing. I believe that this is not a sound strategy and I recommend that businesses embrace permission based email marketing to compliment their inbound marketing strategies. This is even more important in the FMCG sector.

Don’t dismiss email marketing

Don’t drop or dismiss email marketing because you will abandon a familiar and accepted marketing method. People became accustomed to receiving flyers and catalogues in the mail, email marketing translated the familiar paper medium into a digital format and this was accepted by us all.

Email = Top of mind awareness.

People are creatures of habit, if you create a routine awareness of a brand or product it will become associated to their lives. Email marketing allows you to consistently and regularly bring your brand into people’s routine. Top of mind awareness plays a vital part in the decision making process when the consumer needs to make a purchase.

Well implemented email marketing builds customer loyalty as it allows you to compile dedicated lists of consumers and to communicate meaningful on-message information designed especially for them. This ability to offer committed customers special privileges, is important and the value of a list of clients who are dedicated to your brand is beyond measure.

Hub Spot Talks About Mobile Marketing

2011-11-15T17:51:00.003-05:00

In the next two years, Mobithinking tells us one billion people will have accessed the internet using a mobile device. And in the U.S., 25% of people have abandoned the laptop for exclusive use of mobile devices. Aside from the astounding growth of mobile in the U.S., many countries are witnessing people purchase smartphones first, bypassing PC ownership as their first means of internet connectivity.

So how do inbound marketers leverage the power of the mobile device to provide a personalized experience for the user while not intruding in their day-to-day lives? The answer lies in not thinking of the mobile device as another PC, but rather another limb for your busy, active customers and prospects. Here is a comprehensive list of great tips and tricks every marketer should know to master mobile marketing.

Get Started
•Identify your mobile users. See if site visitors are indeed using mobile devices to visit your site and what devices they are using most frequently. Knowing the devices used to visit your site most frequently, such as an iPad, Android, Blackberry, or iPhone, will help you prioritize optimization efforts toward those devices.

•Set measurable and realistic goals. If you’re just getting started with mobile marketing, this will help you determine if your tactics are working. For example, if you’re looking to start an SMS campaign, a good first goal would be to build your opt-in database. If you’d like to optimize your site for mobile, consider starting with the content assets that drive the most leads to your site as a way to dip your toe in the mobile waters.

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/28776/The-Ultimate-Cheat-Sheet-for-Mastering-Mobile-Marketing.aspx#ixzz1doivzXDT

Wentworth-Douglass Hospital Foundation Fundraising Video

2011-11-14T20:26:00.004-05:00

Google now looking for fresher posts

2011-11-04T09:49:00.000-04:00

Google Changes Search Algorithm, Trying to Make Results More Timely

By CLAIRE CAIN MILLER
NY Times
11.4.2011

SAN FRANCISCO — Acknowledging that some searches were giving people stale results, Google revised its methods on Thursday to make the answers timelier. It is one of the biggest tweaks to Google’s search algorithm, affecting about 35 percent of all searches.

The new algorithm is a recognition that Google, whose dominance depends on providing the most useful results, is being increasingly challenged by services like Twitter and Facebook, which have trained people to expect constant updates with seconds-old news.

It is also a reflection of how people use the Web as a real-time news feed — that if, for example, you search for a baseball score, you probably want to find the score of a game being played at the moment, not last week, which is what Google often gave you.

“This is the result of them saying we need to find a way to more effectively get fresh content up,” said Danny Sullivan, editor of Search Engine Land and an industry expert. “It does help with the issue of people thinking, ‘Wow, if I need to find out about something breaking, I’ll go to Facebook or Twitter for that.’ ”

Timeliness has long mattered to Google and its search results. Nevertheless, the company said that it always looks for improvements, and the latest change goes much further in freshening search results. Google tried once before to create real-time search, in 2009, when it introduced google.com/realtime, a service that incorporated Twitter posts that Google paid Twitter to use. But that contract expired in July and the two companies could not agree on terms to renew it, so Google disabled the site.

Americans still turn to Google for two-thirds of their Web searches, but for people who want the latest chatter about events happening now, it competes with Facebook, Twitter and Bing, Microsoft’s search engine, which includes more Twitter and Facebook posts than Google does in search results.

“The biggest source of the very freshest information is Twitter, and Google doesn’t have anywhere near the access to that kind of data as it had before,” Mr. Sullivan said. “But when people do those kinds of searches, they’re looking for a lot of reactions, looking for Twitter itself. So even with these changes, this doesn’t really solve that problem.”

Google became dominant by finding archived Web sites and showing links to them. But today people sometimes expect years-old links, like the best banana bread recipe; week-old links, like the last episode of “Gossip Girl”; or seconds-old links, like this morning’s presidential campaign news.

Google makes more than 500 changes to its algorithm a year, but most affect only a small percentage of results. With its new formula, which Google calls a freshness algorithm, Google tried to teach itself the difference between those types of requests, Amit Singhal, a Google fellow who works on search, wrote in a blog post announcing the changes.

“Depending on the search terms, the algorithm needs to be able to figure out if a result from a week ago about a TV show is recent, or if a result from a week ago about breaking news is too old,” he wrote.

“This algorithmic improvement is designed to better understand how to differentiate between these kinds of searches and the level of freshness you need.”

Google last announced a significant change to its search algorithm in February, when it said it would raise the rankings of high-quality sites to fight low-quality ones, often described as content farms, that were flooding the search engine with mindless articles tied to popular search queries.

The new formula, which affects search results globally but will not change nearby ads, will bring up minutes-old results for recent events, like an unfolding news story, and for recurring events like the Oscars or a political campaign. It will also show fresher results for topics that are often updated, like reviews of a new iPhone. It will understand that unlike breaking news, reviews from a few weeks ago are also useful, the company said.

These are “queries we don’t think we’re doing perfectly well on,” said Rajan Patel, a Google software engineer who worked on the new algorithm. “We just realized that people expect Google to return the most up-to-date results for all kinds of queries, from hot topics to more general queries like a TV show.”

For evergreen results, like recipes or how to change a tire, Google said the algorithm would know to show the best results no matter when they were posted.

The algorithm uses technology that Google built last year in response to the greater speed at which people were publishing updates online. It is a Web indexing system it calls Caffeine, which crawls the Web more quickly, updating Google’s index of Web sites continuously instead of every couple of weeks. Thursday’s revision changes how Google ranks those links now that it has them in its index, Mr. Patel said.

Google’s main competitor, Bing, has also developed a way to index Web sites that change often, like blogs and news feeds, and analyzes Twitter posts to identify popular topics, said Stefan Weitz, senior director at Bing.

Mr. Patel said that Google planned to incorporate posts from Google+, its new social network, into its search results to further improve their freshness.

Inbound vs. Outbound Marketing

2011-11-01T12:12:00.000-04:00

Thanks to the Internet, marketing has evolved over the years. Consumers no longer rely on billboards and TV spots — a.k.a. outbound marketing — to learn about new products, because the web has empowered them. It’s given them alternative methods for finding, buying and researching brands and products. The new marketing communication — inbound marketing — has become a two-way dialogue, much of which is facilitated by social media.

Another reason why inbound marketing is winning is because it costs less than traditional marketing. Why try to buy your way in when consumers aren’t even paying attention? Here are some stats from the infographic below.

44% of direct mail is never opened. That’s a waste of time, postage and paper.
86% of people skip through television commercials.
84% of 25 to 34 year olds have clicked out of a website because of an “irrelevant or intrusive ad.”
The cost per lead in outbound marketing is more than for inbound marketing.

Inbound marketing focuses on earning, not buying, a person’s attention, which is done through social media and engaging content, such as blogs, podcasts and white papers. This content is interesting, informative and adds value, creating a positive connection in the eyes of the consumer, thus making him more likely to engage your brand and buy the product. So it costs less and has better a ROI.

Reprinted from LinkedIn

Not using video to promote your business? Why not?

2011-10-31T17:06:00.002-04:00

Social media can have an effect on your job search

2011-10-25T16:48:00.001-04:00

Over the past few years, we’ve seen social media used in the job market in a number of ways — startups, small businesses and large corporations alike are diving into the socialverse to find top talent, and job seekers are likewise getting creative with social media.

Social media monitoring service Reppler recently surveyed more than 300 hiring professionals to determine when and how job recruiters are screening job candidates on different social networks.

The study found that more than 90% of recruiters and hiring managers have visited a potential candidate’s profile on a social network as part of the screening process. And a whopping 69% of recruiters have rejected a candidate based on content found on his or her social networking profiles — an almost equal proportion of recruiters (68%), though, have hired a candidate based on his or her presence on those networks.

Check out the infographic below for more results from the survey, including what details on a candidate’s social profile make recruiters tick.

Reprinted from Mashable 10/25/11

Facebook vs. TV

2011-10-25T15:04:00.000-04:00

Facebook Usage Beats TV During Work Hours

Boomers still prefer TV during workday

Facebook is gradually attaining parity with TV as a mass medium. During working hours, the social network has already beaten the boob tube in consumer media time spent.
The Frank N. Magid Associates Generational Strategies study surveyed consumers of various ages about how they spend their media time throughout the day. Between 9am and 5pm, more consumers surveyed reported using Facebook than watching TV. This was true for each age group broken out from ages 15 to 46. Among the youngest consumer group, 8- to 14-year-olds dubbed “iGens,” 16% logged on to Facebook during those hours, the same percentage who said they tuned in to TV.

Baby boomers were the only exception. Those surveyed preferred TV over Facebook at all hours. But these older folks still aren’t ignoring Facebook—26% of those surveyed used the social network between 9am and 5pm.

Millennials were the most stalwart Facebook users during the work day. Thirty percent of teen millennials (ages 15 to 17) spent time on the social network, vs. 24% who spent time with TV. Among adult millennials, 44% said they went on Facebook (presumably while at work or school) during the 9am to 5pm period, while 28% watched TV.

For marketers interested in testing social media ads, daytime is prime for engaging a large swath of Facebook users, particularly millennial users. As Matt Britton, CEO of Mr. Youth, a boutique agency which specializes in marketing to millennials, told eMarketer: “Facebook is not necessarily a strategy anymore. It’s sort of like ground zero in terms of reaching [the millennial] audience.”

But the evening hours, including primetime, remain the best time for TV ads as audiences of all ages begin to lose interest in Facebook and pay more attention to television. Each age group, though, has its own quirks about TV vs. social media usage during those hours.
The iGens are perhaps sneaking a little Facebook check-in while mom makes dinner since 41% said they use the social network between 5pm and 8pm. But significantly more (59%) are viewing TV during that daypart.

Around 40% of millennials surveyed say they continue to use Facebook into the evening hours, but a much higher percentage (between 43% and 51%) say they watch TV.

Gen Xers use Facebook at night too, but twice as many say they prefer TV at that time.

Fifty-four percent of boomers are watching TV between 5pm and 8pm, and that percentage balloons to 70% between 8pm and 11pm. Only 21% and 23% of boomer TV watchers during those periods, respectively, say they use Facebook during those time blocks.

Reprinted from eMarketer, Oct 25th, 2011

Word-of-Mouth Has Greatest Effect on Moms

2011-10-19T12:55:00.000-04:00

Most likely to take action after brand conversations
If moms weren’t already an attractive enough target for marketers, a Keller Fay study of US internet users and their brand conversations has found that they are more responsive to word-of-mouth than other adults and more likely to help pass on brand messages.

Nearly two-thirds of mothers studied in September 2010 said they typically thought word-of-mouth was credible, 2 percentage points ahead of females in general and 10 percentage points ahead of men. They were also more apt to take action, including passing the information on to others, making a purchase or doing more research on a brand. Across all metrics, while females were more receptive than males, moms were even better disposed to listening to brand conversations.

They also mentioned more brands per week in their own conversations, at 73 mentions compared with fewer than 65 among females and just 57 among males.

These characteristics, along with the wider social circles of mothers compared with other adults, help moms overindex as drivers of brand or product conversations.

Research from TRU and Oxygen/NBC Universal also found that new and expectant moms, as part of the demographic segment of “women in transition,” are more likely to be a member of social networks, have 43% more friends on social sites, and are more likely to recommend brands and pass along coupons.

Reprinted from eMarketer Total Access DECEMBER 20, 2010

Mobile Marketing shows no weakness in this economy

2011-10-14T14:58:00.003-04:00

Mobile Shines Amid Rising Digital Ad Spending

e-Marketer
OCTOBER 13, 2011

Global ad spend expected to top $500B in 2011 despite woes in major markets

For many advertisers and marketers, 2010 brought a welcome return to growth after the global recession. 2011 was widely expected to continue this positive trend, but in several major markets—including the US and UK—the specter of a double-dip recession is casting a dark shadow over businesses and consumers.
Such turbulence typically puts the brakes on advertising spending to some degree. But global ad spending will still approach $500 billion this year, eMarketer estimates, and digital advertising will remain a star performer following a 2010 in which growth in online ad spending outpaced all other platforms in most mature markets.
eMarketer estimates North America will continue to draw the greatest share of online advertising spending of any region, with over 40% of the worldwide total. Western Europe’s share of online spending will decline as emerging markets in Asia-Pacific, Latin America and Eastern Europe up spending.

Meanwhile, mobile devices are transforming the media landscape in every corner of the world—especially in regions where they represent the default form of access to the internet. But mobile usage patterns still vary significantly, even within single regions.
In Asia-Pacific, for example, at least 83% of individuals in South Korea and Japan will use a mobile phone this year, eMarketer estimates, while India will register just 52% penetration. But markets with lower mobile usage are catching up fast. Within four years, mobile phone penetration in Asia-Pacific will climb from an estimated 55.4% to nearly 73%, and the region will boast an eye-popping 2.9 billion mobile phone users.

Marketers should also be alert to regional differences in the gender balance in mobile audiences. Similarly, the link between affluence and smartphone or mobile web adoption seen in many Western nations is not always a foregone conclusion in other regions.
Mobile ad spending in the US will reach $1.23 billion this year, eMarketer estimates, and will surpass spending in Japan, the current largest single-country market, by the end of 2012. While spending levels in emerging markets like the BRIC nations are lower, growth is strong. eMarketer expects mobile ad spending in China alone to top $1 billion by 2014.The “Global Media Intelligence” report, which features demographic, media usage and marketing statistics on dozens of countries in six regions worldwide, is available to Total Access clients only. Learn more about becoming an eMarketer Total Access client today.

What's the cost of an email campaign?

2011-10-14T14:55:00.002-04:00

What is the cost of a social media campaign?

2011-10-14T14:54:00.000-04:00

Trade Show, Exhibitor Booth and Event Support

2011-10-05T12:46:00.008-04:00

To The Point attended the Direct Marketing Association Annual Conference held in Boston this week. After visiting over 30 booths, and sitting for at least six, 30-45 minute demonstrations from leading edge software and services vendors, we were disappointed with the level of marketing support companies gives to their exhibitor booth efforts. Even in the marketing industry.

Companies spend tens of thousands of dollars on exhibitor fees, booth design, logistics, exhibitor materials, staffing, travel, etc. But do they have a systematic marketing effort to drive prospects to their booth? What system is in place to thank people for visiting the booth? What reinforces their brand within a sea of hundreds of other vendors?

Here is what support TTP provides to our clients before, during and after an event.

Before our clients attend or exhibit at any event, an email goes out to everyone within the trade. We let customers and prospects know that our client's company is attending, will have a booth, plans to give away prizes and promotional items, and, most importantly is available for a short demonstration of their services.

Before the Event
To The Point creates an easy way for prospects to "sign up" for a 15-minute demonstration at the booth. We offer incentives to do so, like a gift card, premium, etc. The sales staff now has the names of those who are interested in visiting their booth. They call ahead and schedule time for a demo. Dinner. Coffee. Cocktails.

During the Event
While at the booth, To The Point has created an easy way for the staff to capture an email address for anyone who stops by the booth. Before that prospect walks away they will have received a "Thanks for stopping by. Here is more about us and a link to our web site." Most attendees will see that message on their smart phone AT THE SHOW and be pretty damn impressed. Talk about brand reinforcing. That's real time marketing.

After an Event
After the event, prospects receive a summary of the show, a picture of the sales staff standing at the booth, and another re-enforcement of the brand. You can find that in an email, on the social media sites, in the blog, and in a Tweet. Prospects who stopped by the booth get a specific message thanking them again and offering an on-site, full-length sales demo at their location.

Prospects don't forget your brand. They remember your booth. They remember your sales staff. And mostly, our clients haven't wasted thousands of dollars on a forgettable show.

Younger shoppers show different mobile behaviors

2011-09-16T14:28:00.003-04:00

Millennials More Comfortable with M-Commerce
Reprinted from e-Marketer
SEPTEMBER 16, 2011

As m-commerce becomes more widely adopted, distinct demographic characteristics are emerging. More smartphone and tablet owners are researching products than purchasing them—80.8% compared to 41.4%, according to BIGresearch—but attitudes vary quite a bit among different age groups.

A majority of US consumers surveyed by Barkley considered online shopping to be an important convenience, but a gap between generations emerged when mobile devices were introduced into the equation. Nearly twice as many under-35s vs. older respondents agreed that being able to research and buy products on the go was a true convenience. Twenty-nine percentage points also separated the two groups on the matter of using a smartphone or tablet as a research aid while shopping.

The inclination to make impulse purchases also appears to be tied to smartphone shopping. Half of the millennials surveyed admitted to that tendency. However, these spur-of-the-moment shopping sprees aren’t necessarily wallet-busters.

According to a report by Myxer, a mobile technology company, a plurality of mobile buyers (37%) spent less than $5 per purchase, on average. Among the 18-to-24 set, 80% of these purchases were music downloads and only 3% were physical goods. This shifted with age: 57% of those ages 35 to 54 bought music, while 11% bought items.

This split is also apparent in payment preferences. Millennials wanted charges to appear on their phone bills—perhaps because the figures were not significant—while the older group favored credit cards, the more traditional approach.

The one thing mobile buyers of all ages agreed on was that convenience was the No. 1 driver of m-commerce behaviors. Thirty-seven percent of all respondents cited this as the reason for participating in mobile shopping, followed by price (24%). Even if current mobile shoppers buy different things and pay in varying ways, connecting with potential m-commerce users comes down to emphasizing its convenient nature.

Marketing for Political Campaigns

2011-08-25T09:04:00.001-04:00

“The System” Defined for Political Campaigns

To The Point Marketing System is a marketing communications agency offering affordable marketing services for political campaigns. We build your candidate a campaign "System" that is focused on both fundraising and generating votes for the candidate. During your campaign we build up your name recognition, promote your events, raise campaign funds, and bring in votes at election time. As your campaign agency we provide the following:

Our “System” ensures you’re always in the public eye. We link your web site, multiple social media sites, your blog, on-line advertising, and email marketing into one cohesive campaign message.
First, we create (or upgrade) a blog for your campaign, a personal and campaign page on Facebook, a Twitter account and other social media sites. We’ll continually upgrade you to the latest tools and stay ahead of the curve in new technology.
Once built, we maintain and update all those social media sites and work with you to build up your followers, fans, comments, and endorsements.
Each week we’ll comment back to your fans and post back to comments made on your page. We get alerts when a post has been made on your page, and we will remove that post if inappropriate.
We create professional email messages, keeping your campaign and your announcements in front of your donors and supporters. These emails will supplement or replace those costly mailings you may have been doing in the past. In the emails will distribute your press releases, educational articles, revenue generating fundraising appeals, and announcements about upcoming publicity and events. This regular stream of communication to your supporters will drive them back to your fundraising appeals over and over again. But, we take careful consideration of not “overdoing” the communication (keeping unsubscribes to a minimum).
We manage and organize your supporter data, automating data entry and downloads (and we can scan business cards too) to continually grow your database. We set up and manage a number of different automated messages to your supporters, including welcomes letters to new donors and supporters, automated thank you messages to donations, plus follow up letters on major donor leads.
We'll create, build, send and tabulate surveys that will help you get a better feel for what your supports are responding to. The surveys include a built-in referral program to build friends of friends as supporters.
We maintain all of your media and advertising buys, specifically digital media/banner ad/on-line advertising buys and posts, as these require more analysis for performance and ROI.
All of this ongoing and consistent marketing communication drives up your search optimization and makes your candidacy easier to find.
Positive press coverage and commentary will be linked to all of your sites.
We meet with you regularly to discuss strategy, review/implement your campaign goals, and function as your outsourced campaign department. We provide and interpret performance reports.
We prepare your press releases for the media and handle inquires and follow up, including crisis control.

“The System” Defined

2011-08-24T12:37:00.000-04:00

To The Point Marketing System is a marketing communications agency. We work to promote your business week after week to build up your brand, promote your business and events and make you easy for prospects to find. As your agency we provide the following:

Our search engine optimization program ensures you’re always in the public eye. We set up a complete system that links your web site, multiple social media sites, your blog, on-line advertising, and email marketing efforts into one cohesive marketing communication plan.
First, we create (or upgrade) a blog for your business, a business pages on Facebook, a Twitter account and other social media sites. We’ll continually upgrade you to the latest tools and stay ahead of the curve in new technology.
Once built, we maintain and update all those social media sites and work with you to build up your followers, fans, comments, and endorsements.
Each week we’ll comment back to your fans and post back to comments made on your page. We get alerts when a post has been made on your page, and we will remove that post if inappropriate.
Each month we create a professional e-newsletter for you, keeping your brand and your announcements in front of your customers and prospects. The e-newsletter will supplement or replace those costly mailings you may have been doing in the past. The e-newsletter should include educational articles, revenue generating promotions, and announcements about any events or new products/services available to your market place. This regular stream of communication to your subscribers will drive them back to your organization or and over again. But, we take careful consideration of not “overdoing” the communication (keeping unsubscribes to a minimum).
We manage and organize your customer data, automating data entry and downloads (and we can scan your business cards) to continually grow your database. We set up and manage a number of different automated messages to your contacts, including welcomes letters to new customers and leads into the sales department.
We’ll segment your email results and target interested prospects to drive more businesses to you.
Well create, build, send and tabulate surveys that will help your customer service department and your sales department. The surveys include a built-in referral program.
We maintain all of your media and advertising buys, specifically digital media/banner ad/on-line advertising buys and posts, as these require more analysis for performance and ROI.
All of this ongoing and consistent marketing communication drives up your search optimization and makes your business easier to find.
We update your Google “place page” regularly, as we have found this a key piece in SEO, and we’ll watch the “review” sites for posts about your business and let you know what can be done about them. Positive reviews will be linked to all of your sites.
We meet with you regularly to discuss strategy, review/implement your customized marketing plan, and function as your outsourced marketing department. We provide and interpret performance reports and review your marketing return on investment.
We prepare your press releases for the media and handle inquires and follow up.

HELPING NON-PROFITS RETURN TO PRE-RECESSION LEVELS OF GIVING

2011-08-24T11:25:00.001-04:00

MARKETING COMPANY OFFERS “NEW MEDIA TOOLS” PRO BONO. PLANS TO HELP NON-PROFITS RETURN TO PRE-RECESSION LEVELS OF GIVING

To The Point Marketing, having built successful marketing campaigns for commercial companies, launches a new fundraising division. To The Point believes that “new media” tools are the key to helping non-profits raise funds in a tight economy and beyond.

No one knows the squeeze of a tight economy better than three executives at To The Point Marketing. President Mary Alice LaPoint, Account Manager John C. Wood, and Sales Manager Ingrid Showalter Swift were all connected by a prior life in non-profit before they made the leap to this Exeter, NH based marketing communications agency.

For the past three years the founder, LaPoint, has been offering for-profit companies outsourced marketing communication services aimed at dragging “old media” companies into the new economy. Despite the hard times, business has doubled every 6 months for this upstart agency.

LaPoint re-connected with a former employee, John C. Wood, who was her marketing manager at the London-based non-profit organization where they both worked. LaPoint was their CDO (Chief Development Officer) and Wood ran her direct marketing campaigns, which were initially dependent on direct mail to raise funds. The two of them were there when the organization embarked into email campaigns, direct response television, and internet banner ad campaigns. “New media” was showing measurable improvements in fundraising, but then the bad economy hit and major donors disappeared.

LaPoint saw an opportunity to replicate her success in the for-profit world. She started To The Point Marketing System and targeted local industries from upstate NH to the north shore of Boston. Wood came onboard this year and quickly translated his 12 years of Nonprofit marketing experience into for-profit success. “I stay on top of the newest tools because they’re the future of the industry,” says. Wood. “Non-profits were on the edge of adopting new fundraising techniques when the economy crashed. The non-profits who survived in this economy need what To The Point Marketing is offering in “new media” tools. My experience tells me that these are proven fundraising tools and critical for non-profits of all sizes”

Within weeks of starting with To The Point, Wood introduced her to Ingrid Swift, a former non-profit executive recruiter who knows many of the leaders in the fundraising world. “The Nonprofit industry has such enormously talented people. I know many of them understand that the future of fundraising is dependent all these new marketing tools, but many of them have not made that leap of faith. Many find it very intimidating, or are reluctant to tell their boards that they want to take a leap of faith. I am astonished at how many of them are not engaging in cutting-edge fundraising, as it can actually reduce their costs.”

“I still receive far too many fundraising letters and honestly too often they go unread. I am swayed far more by an interesting email with a hot mission story inside and a Link to donate than by yet another letter I am forced to recycle. Each one of those letters represents trees being cut down by the millions in conjunction with all the other ones and it upsets me to think that nonprofits are contributing to the problem not helping stop it"

"It is a thrill to be involved with helping Nonprofits come up to speed and stay completely current with their approach to fund raising and communications with their donors and supporters. It’s just as thrilling to encourage them to do so because it means they are going green. Going green is a mission we need to all need to be concerned about. This system achieves two very important goals for nonprofits at one time and I believe if used effectively can be a game changer in many regards"

To The Point Marketing System recently hired Swift to launch their new non-profit division. Because La Point wants to give back, her agency has pledged that 1 out of every 10 non-profit clients will be pro bono. In the first year alone, that will be $15,000 of free services. “Our goal is to make all of our non-profit clients very easy to find and very, very easy to donate to. We are going to build and run their on-line fundraising campaigns, we are going to design and maintain a substantial email campaign, we are going to build and maintain their social media tools like facebook and twitter, and we are going to design, build and maintain their blog where they can tell their own story. All of this will result in significantly improving their search engine placement, and certainly their donation levels,” says LaPoint.

Warning to donors everywhere: Pull out your wallets, 'because we are going to be doing the asking now.'

Contact: Mary Alice LaPoint, President
Tel: (603) 772-1220
Cell: (603) 957-0226
Email: mal@ttpmarketingsystem.com

Testimonial from our clients

2011-07-25T13:25:00.001-04:00

We get lots of great testimonials from clients! Thanks clients...here's a few more, and for a few more on the list check the right side column on this blog, at the bottom.

“To The Point Marketing has built a communication program that allows us to welcome incoming guests, thank outgoing guests, and market our regular weekly specials. It brings in more and more bookings. We are having our best year ever. – Woodwards Resort and Woodwards Inn of Lincoln & Suites, Lincoln, NH”

“Since we hired To The Point Marketing we've noticed that a lot more people are getting our messages about The Inn, and business has improved. Our restaurants are busier and most of our events are sold out or at capacity. – The Governor’s Inn, Rochester, NH”

“We anticipate using the services of TTP Marketing System again in 2011…marketing and advertising our catering and party planning businesses... will provide us with cutting edge technologies with a local presence that gives us access to both face-to-face consulting and competitive rates. - IANs LLC”

To The Point Feartured in the Portsmouth Herald Business Section!

2011-07-11T10:42:00.003-04:00

Jump in hiring could boost economic recovery

Ioanna Raptis photo

Reprinted from Seacoast Online Business Section
By Michael McCord

news@seacoastonline.com

July 11, 2011 2:00 AM

EXETER — Mary Alice LaPoint knew something was up a few months ago.

LaPoint regularly asks clients of her marketing and communications firm, To The Point Marketing System, how their businesses are doing, and for the past year the responses have been uniformly as sobering as reports on the national economy: "Could be worse, but could be a lot better."

Recently, however, a number of clients have broken through from mere survival mode to hiring again.

"I was thrilled," LaPoint said. "It's been the most optimistic period in a while."

Her 3-year-old company, which specializes in social media marketing and communication solutions, has also seen a dramatic increase in clients in the past two months that led to the addition of a third full-time account manager.

"Some of our clients have added staff or returned to the levels they had (before the recession)," LaPoint said. Those clients include The Governors Inn in Rochester; Seabrook-based Focal Point Communications, which operates three Sprint-authorized retailer franchises in New Hampshire and Massachusetts; and Blue Water Mortgage in Hampton, which serves customers in Maine, New Hampshire and Massachusetts.

These businesses and others are feeling optimistic enough to start investing in their long-term growth and viability, LaPoint said, by spending more on marketing and communications.

Can hiring on the micro level by one small business after another provide steam for a wider economic recovery at the macro level? While the national unemployment rate hovers around 9 percent, the New Hampshire rate has dropped slowly over the past year to 4.8 percent. At least one piece of economic conventional wisdom says that small businesses are a job-growth vehicle.

But an entrepreneur and economist who are experts in the ebb and flow of the state economy say that, while every new job is important, it will take more than one hire at a time for job growth to reach a meaningful scale.

Mark Galvin, a serial entrepreneur and managing director of the New Hampshire Innovation Commercialization Center, is skeptical about the real state unemployment rate. He thinks a lot of recent college graduates are living at home, and many others have fallen out of the statistical measurements. A majority of established small businesses are important for the economy, but they don't create significant job growth, he said, adding that it's the potential of new, fast-growing businesses that spur overall job growth.

"These are the companies in their first year of payroll who grow quickly and add employees at a much faster rate," Galvin said.

The dilemma is that Galvin's main prescription for recovery has been hard to find since the economic collapse in 2008 — angel and venture capital investment for new businesses, which was virtually nonexistent in the state in 2009 and 2010. This is why Galvin took the step to push lawmakers in Concord to pass legislation for an innovation business job growth program through the state Business Finance Authority to spur venture capital investing.

Galvin said that former companies such as Cabletron Systems or computer innovators Wang Laboratories or Digital Equipment Corporation go from small to very large as part of an accelerated business life cycle. The important fundamental is to keep a steady stream of innovative companies in the economic pipeline to insure economic vitality and job growth.

A recent national survey of small business employment offers one perspective. The payroll processing company, Intuit, said a recent survey of 66,000 small-business owners that use its services showed that new hiring slowed from 60,000 in May to 45,000 in June. In May, the Bureau of Labor Statistics reported there were more than 13 million Americans officially reported as unemployed.

University of New Hampshire economist Ross Gittell said that for small companies to make a larger difference, they need to have a growth spurt that increases payrolls from 10 to 20 employees, from 20 to 50 employees, or from 50 to 100 employees. He cited companies such as Lonza or Bottomline Technologies as those who made a leap and had a much bigger economic impact.

"When you create large numbers of jobs, you have much more of a multiplier effect on the economy," Gittell said. One of the reasons why the Seacoast region economy in particular has been stronger, he said, is the diversity of its economic activity along with a number of medium to large-sized companies and organizations.

What's needed for stronger and more protracted job growth regionally is a national economic rebound.

"Then we will see more demand for products and services, more contracts signed and more businesses hiring," Gittell said.

On the micro level, LaPoint likes where her business is trending. She just redid her business plan and said by January, she may need to hire another full-time worker and add hours for her part-time employees.

Upcoming Blogging Workshop

2011-07-08T13:27:00.005-04:00

Blogging for Columnists – Oh, don’t we all wish we had that gig as the columnist in the local paper, where we could share our expertise and become famous for our vast expertise and years of experience? Don't you want to have a face everyone knows? Get asked to speak at events and seminars? Once a privilege for the very few, becoming a "columnist' is now right there at your fingertips. This workshop is for you if:

You have a website you’re always updating (or need to and don’t)
You have a blog now and it rarely gets updated
You have a blog now and it looks unprofessional
You would like to improve your web search ranking
You want to know who is reading to your email-newsletters
You have lots of content and want to “put it out there”
You have emails that take longer than 30 seconds to read
You are mailing a newsletter, sending event postcards, putting up signs, producing flyers, etc.

Seminar Leader – David Linehan, Account Supervisor/Blogging Expert, To The Point Marketing. Learn more about Mr. Linehan.
Cost - $99.00 per person. Limit 8 participants. Bring your laptop computer (Not Required). Breakfast Provided.
Date - Friday, July 15th, 8 am to 10 am
Location: 24 Front Street, 4th Floor, Exeter, NH

To The Point Marketing is Pleased to Announce the addition of John C. Wood to the To The Point Team!

2011-07-06T11:42:00.002-04:00

John C. Wood has over 11 years of of marketing and direct response experience in Washington, D.C., Boston, and the United Kingdom. With a strong background in building systems from the ground up, John has worked with clients of every size and those in every stage of their marketing and communications development.
John started his career in the late 90s in print media and direct mail marketing and quickly became an expert in web and email marketing with an emphasis on integrating social media and "web 2.0" technologies into marketing communications strategies. He has worked to provide companies with innovative, cutting edge solutions to their marketing needs, successfully coordinating branding on a variety of print and electronic media.

John grew up in Washington, D.C. and lives in Salem, MA.
Please join us in welcoming John to To The Point Marketing.

Email Marketing Workshop

2011-05-23T08:01:00.003-04:00

Email Marketing in a Spam-Sensitive World – It works, that is why everyone's doing it.

It looks easy; but it's not. To do it right takes lots of work. We’d like to say it’s as quick as pushing the “send” button; but these days it's important to “do it right” in order to make it profitable. A good email is as functional and as well designed as a single web page.

This workshop will bring a deeper understanding of the "art" and engineering of email marketing. We will cover:

Using email as a customer retention tool
Using email as an effective marketing communication tool, particularly for event marketing
Using email to build both recency and frequency among retail customers
Using email as a referral tool
Building your email list/Tips and techniques for encouraging your customers to join

This workshop is perfect for you if:

You have lots of email addresses, but are doing nothing with them
You have events, special offers, open houses, etc. but need a better way to get the word out.
You know you should be sending an e-newsletter, but you’re having trouble getting around to it consistently.
Customer service is important to you. You should be welcoming, thanking, and surveying your customers on a more consistent basis.
You’re still spending thousands on postal snail-mail, paper and postage.

Seminar Leader – Mary Alice LaPoint, President, To The Point Marketing. Learn more about Ms. LaPoint.

Cost - $99.00 per person. Limit 8 participants. If you do not have a professional email marketing account already, please arrive at 8 a.m. and we will set up a free account for you. Please bring your laptop computer. If you are currently using a professional email program, please feel free to arrive by 8:30.

Breakfast Provided.

Date - Friday, June 17th, 8 am to 10 am
Location: 24 Front Street, 4th Floor, Exeter, NH

Learn how to use Facebook Business Pages

2011-05-03T13:28:00.000-04:00

Facebook Ain’t Just for Kids Anymore – once the domain of college kids, now consumers of all ages are spending more and more time on facebook. That is why you should care. How does a company make itself relevant? Why should they “LIKE” you?

This Workshop will give you a hands-on tutorial on building, using, and improving on a facebook business page. You will learn how to attract and grow your business using facebook.

Are you wondering how a fairly new businesses like the Blue Ocean Music Hall have 5,000 fans and a centuries-old business like the Exeter Inn have just 11? This workshop is for you if:

Your business doesn’t have a facebook “business” page
Your business built a facebook “personal” page and it’s not meeting your needs (or makes you look like a rookie)
Your business has a page but you aren’t using it to its full potential
You have what you need, but have very few fans. How do you get more?
Seminar Leader – David Linehan, Account Supervisor and Facebook Expert, To The Point Marketing. Learn more about Mr. Linehan's recent speaking engagements.

Cost - $99.00 per person. Limit 8 participants. Bring your laptop computer. Breakfast Provided.

Date – Friday, May 20th, 8 am to 10 am

Location: 24 Front Street, 4th Floor, Exeter, NH

The Newburyport Chamber Invites You

2011-04-21T17:02:00.002-04:00

Social Media & Internet Marketing Seminar - Part 2

Wednesday, May 4
7:45 AM Check-In/Networking
8:00-10:00 AM Presentation

Social Media and Internet Marketing - It's all the Buzz but How Do I Really do It?
Part 2 of a 2 Part Seminar Series

Note: It is not necessary to have attended Part 1 to attend Part 2.

This series began with an overview of the various potential marketing mix components of a marketing plan. It explored the various internet marketing strategies including social media (facebook, twitter, LinkedIn, blogging) and email marketing, SEO and how the various tools can be integrated into the marketing mix to achieve a high ROI, as well as increase your "find ability" (SEO), in an overall marketing plan.

This seminar will include:

• A brief recap of the prior session.
• Illustrative case examples on how social media including facebook, twitter, blogging and LinkedIn can be integrated in an interactive way with other internet marketing strategies.
• Interactive discussion with the presenters on how social media can be utilized in their type of business.

Sponsored by:

Presented by:

David Linehan, To The Point Marketing System, and

Kim Gobbi, Newburyport Today

Location:

Amesbury Sport Park
12 South Hunt Road, Amesbury

Admission:

$15 Members, $25 Non-Members
Registration Required

Register Here

Search and Internet Advertising

2011-04-19T09:43:00.002-04:00

Improve Your Search Engine Placement – SEO? Google? Ranking? Organic vs. paid placement? - What does all that mean and why is search ranking such a mystery? This workshop is for you if:

You get constant calls and solicitations from SEO vendors
You relying on your web techie to get “back there” behind your site to plant some magic for you and you’re not sure what that is
You now buy Google Ad Words or are thinking about doing so
You rely on press coverage to drive customers to your business and that is getting coverage has become more and more difficult for you
You want to know the secrets to how the search engines really rank businesses
You’re falling low or are not on the first page when you search for your own business, similar services, or products

In the wake of “cheating” reports Google has made major changes in search ranking algorithms. In short, they have made good ranking both easier (for you) and more difficult (for shortcuts). Theses changes to Google's algorithms are aimed at helping businesses who post original content and information rank higher than those who apply “tricks” to get picked up. Our workshop will be geared toward helping both companies that have relied on metatags, and those who have “no idea what a metatag really is.” Come find out how you can increase your ranking in search engines with content and quality postings. This workshop is a good first stop for understanding the big picture of digital marketing and social media connecting.

Seminar Leader – Paul Thau, President of Winterbridge Media, is an expert in both traditional and on-line media and has served as the senior executive in one of New York's leading media firms. Mr. Thau now owns and operates a successful media consulting and internet advertising agency. Find out more about Mr. Thau.

Cost - $99.00 per person. Limit 12 participants. Breakfast Provided.
Date – TIME CHANGE - MONDAY May 2nd, 8 am to 10 am
Location: 24 Front Street, 4th Floor, Exeter, NH

Marketing Workshops

2011-04-08T11:34:00.002-04:00

No Cost Attendance at Monday's Workshop

2011-03-29T13:11:00.002-04:00

Goal Setting 2011

Final Chance to Sign Up! - Details on how to attend for free - BELOW.

There is one thing that all successful people have in common. They all have clearly defined goals. Most have them written out with a plan for their achievement. Here is a wonderful opportunity for you to write out your goals for 2011 and do it in such a way that you will see greater results this year than you have ever seen before. Click here for more details.

This workshop is $29, with dinner included. We will offer free attendance to 2 fans who post on our Facebook page

"I'm Attending the Goal Setting Workshop"

Improve Your Search Engine Placement - New Speaker - New Date

2011-03-20T14:26:00.004-04:00

Please join To The Point Marketing as we unfold the mysteries of new age marketing to a very “digital” consumer base. For the third year in a row, To The Point Marketing is offering a series of exclusive, hands-on workshops to local business leaders.

Improve Your Search Engine Placement – SEO? Google? Ranking? Organic vs. paid placement? - What does it all mean and why is search ranking such a mystery? This workshop is for you if:

You get constant calls and solicitations from SEO vendors
You are relying on your web techie to get “back there” behind your site to plant some magic for you and you’re not sure what that is
You now buy Google Ad Words or are thinking about doing so
You rely on press coverage to drive customers to your business, and getting coverage has become more and more difficult for you
You want to know the secret to how search engines really rank businesses
You are not on the first page of Google or other search engines.

In the wake of “cheating” reports, Google has made major changes in search ranking algorithms. In short, they have made good ranking both easier (for you) and more difficult (for shortcuts). Theses changes to Google's algorithms are aimed at helping businesses who post original content and information rank higher than those who apply “tricks” to get picked up. Our workshop will be geared toward helping both companies that have relied on metatags, and those who have “no idea what a metatag really is.” Come find out how you can increase your ranking in search engines with content and high quality postings. This workshop is a good first stop for understanding the big picture of digital marketing through social media connections.

New Seminar Leader – Paul Thau, President of Winterbridge Media, is an expert in both traditional and on-line media and has served as the senior executive in one of New York's leading media firms. Mr. Thau now owns and operates a successful media consulting and internet advertising agency. Find out more about Mr. Thau.

Cost - $99.00 per person. Limit 12 participants. Breakfast Provided.
Date – TIME CHANGE - Monday, May 2nd, 8 am to 10 am
Location: 24 Front Street, 4th Floor, Exeter, NH

Attend this Greater Newburyport Chamber of Commerce Seminar

2011-03-17T11:30:00.003-04:00

The Greater Newburyport Chamber of Commerce and Industry
Presents
Social Media and Internet Marketing -
It's all the Buzz but How Do I Really do It?
Part 1 of a 2 Part Seminar Series

Social Media Seminar - Part I
Wednesday, April 6
7:45 AM Check-In/Networking
8:00-10:00 AM Presentation

This series will begin with an overview of the various potential marketing mix components of a marketing plan. It will then explore the various internet marketing strategies including social media (Facebook, Twitter, LinkedIn, blogging) and email marketing, and how the various tools can be integrated into the marketing mix to achieve a high ROI, as well as increase your "find ability" (SEO), in an overall marketing plan. A general overview will be given on how to allocate time and money to this effort.
Sponsored by:
The Institution for Savings
Part I will include:
• A big picture look at marketing plans and marketing mix
• Overview of the full array of internet marketing tools and how they can be integrated into the overall marketing mix
• Social media tools including Facebook, Twitter, Linked In will be discussed and how they can most effectively be integrated into the overall internet marketing plan
• An interactive discussion and specific case examples will be presented in Part 2
Presented by:
Mary Alice LaPoint & David Linehan, To The Point Marketing System
_____________________________________________
Part II will be held on May 4th.
Presenter will be:
David Linehan, To The Point Marketing System &
Kim Gobbi, Newburyport Today
_____________________________________________
Location:
Amesbury Sport Park
12 South Hunt Road, Amesbury
Admission:
$15 Members, $25 Non-Members
Registration Required
Register Here

Goal Setting Using the Law of Attraction - Back by popular demand!

2011-03-15T17:00:00.003-04:00

There is one thing that all successful people have in common. They all have clearly defined goals. Most have them written out with a plan for their achievement. Here is a wonderful opportunity for you to write out your goals for 2011 and do it in such a way that you will see greater results this year than you have ever seen before.

In this two hour workshop, you will:

Craft a concise statement of the Purpose of Your Life that will act as a foundation for all the goals you will write.
You will brainstorm with a group resulting in a list of goals you are committed to achieving in seven different areas of your life: job and career, finances, relationships, health & fitness, fun & recreation, personal and contribution.
You will be guided to reduce this list to your "Top Ten" goals for 2011.
You will receive instruction as to how you can use the Law of Attraction to make your Top Ten list a reality for this year.
You will be given several tools that you can use on a daily basis to keep you focused, energized and on track.
You will have the opportunity to join a support group of those who have taken this workshop so you can keep on track for the year to come.

Seminar Leader – Peter Scott Stringham, Certified Law of Attraction Leader. Learn more about Mr. Stringham.
Cost - $29.00 per person. Limit 12 participants. Dinner provided.
Date – Monday April 4th, 6:30 pm to 9 pm.

Click on the Workshop Sign Up Tab above to register for this class!

Cycles of Prosperity with Carol Stringham To Be Announced.

Check out our new website!

2011-02-22T10:07:00.004-05:00

We have had a redesign of our website! Check it out at www.ttpmarketingsystem.com!

At To The Point we create and manage a full spectrum of marketing communication for our clients, based on our seven principles of marketing.

We provide much more than brand and design services. We also provide execution of ongoing customer communication based on a customized marketing program created for each individual client.

Week, after week, after week we send out the right message, to the right person, at the right time. That process drives more customers into our clients' business; brings those customers back more often; and encourages them to spend more when they are there.

Thank you for our nomination as BUSINESS OF THE YEAR!!!!

2011-02-08T14:38:00.002-05:00

Bio- Mary Alice LaPoint

2011-01-23T08:08:00.001-05:00

Mary Alice LaPoint spent 25 years in the advertising, sales, and direct marketing industry. She started her career specializing in “take one” applications and affinity marketing, primarily working on the American Express and Federal Express accounts and managing a network of independent reps. Following that she worked in the advertising/sales department’s newspapers and magazines primarily in New York City. Ms. LaPoint spent the majority of her recent career working for leading marketing agencies as Senior Account Supervisor/Senior Director. She was the primary architect and client contact responsible for building and running a field marketing program designed for independent sales reps. In the late ‘90’s early 2000’s she left the corporate world, received her training and certification as a Personal Coach, and ran her own small business for four years before being lured back to the non-profit business world.

Mary Alice personally understands the struggles and successes of running a small business and has the expertise for both business coaching/consulting and a solid background in building turn-key marketing systems for small business operators.

One Hour Consultations

2011-01-20T12:05:00.007-05:00

Now booking One-Hour Social Media and Email Marketing Consultations
Cost: $150 per hour.

During the course of one hour we can build or substantially upgrade your current business facebook page, your blog site, or your email marketing campaign.

If you are interested in finding out what we could do for you, check out the sites and pages built and maintained by To The Point Marketing. You will see a complete list below, in the right hand column.

Available times:

Tuesday, Feb. 1 - 9:00 am
Tuesday, Feb. 1 - 2:00 pm
Tuesday, Feb. 1 - 3:00 pm
Wednesday, Feb. 2 - 5:00 pm
Thursday, Feb. 3 - 3:00 pm

If you are interested in booking an appointment, please call us to request an available times for your one-hour consultation. 603.772.1220

Website Magazine» E-Mail Marketing's Future... Right Now

2011-01-18T12:16:00.000-05:00

By Peter Prestipino, Editor-in-Chief and Mike Phillips, Senior Editor

Search engines drive website traffic; social networks promote brand awareness and blogs encourage community engagement. But what about e-mail? E-mail marketing drives results — in the form of traffic, awareness and engagement. And don’t think for a moment that your top competitor doesn’t realize its importance to their bottom line either.

Regardless of the size of your enterprise, email and e-mail marketing play integral roles in your success. But the shift toward e-mail as part of a broader marketing strategy is not a new one; rather, marketers are gaining a new focus. Those charged with Web success have always understood its importance to their bottom line — both quantitatively and qualitatively. Before social media darlings like Facebook and Twitter, and stalwarts like Google became forever intertwined with how we compete online, there was e-mail.

THE STATE OF E-MAIL TODAY

According to the June “2009 Marketing Trends Survey” by StrongMail Systems, 42 percent of nearly 1,000 global business leaders polled plan to increase their marketing budgets in 2009. Of those, 81 percent intend to increase their e-mail marketing spend. Spending on e-mail marketing, which has flowed seemingly unabated for years, shows no signs of slowing down — even as social networks and search engines continue to dominate the marketing headlines.

What makes e-mail so appealing to marketers? Unlike social media marketing where a monetary valuation is often arbitrarily placed on interactions with consumers, e-mail marketing is trackable. Its results are so obvious that e-mail marketers are more results-oriented and ultimately accountable for their performance. While social media certainly has its place in the Web marketing world, it has nothing on e-mail. And the proof is in the budget.

Spending on e-mail marketing will expand at double-digit rates for the next five years, according to a report from private equity firm Veronis Suhler Stevenson — expanding at 18.5 percent each year. So what’s the reason for this continued growth? Perhaps because e-mail is less expensive or that it’s incredibly effective but that doesn’t tell the whole story. The reason e-mail is growing at such phenomenal rates is because consumers rely on it and e-mail marketing vendors are getting better at enabling Web professionals to use their services as integrated communication platforms. This intersection of consumer needs and marketer capabilities leads down one of the Web’s shortest roads to success. But marketers need a navigator. That comes in the form of e-mail service provider (ESPs).

It is important to periodically address the essential criteria for selecting an ESP (those services that often support part of our overall marketing objectives) and discuss the future of the greatest marketing tool ever to influence consumers on the Web.

BASIC, YET ESSENTIAL ESP SELECTION CRITERIA
Success, whether on the Web or in the brick-and-mortar world, often depends on our individual ability to influence the final outcome. For this reason, starting a long-term outreach campaign that embraces and influences an audience that will ultimately purchase your products or services is imperative. Selecting an ESP that facilitates a proper list building initiative and eases management complexities and deliverability issues is perhaps the first and most important consideration you will make related to marketing with e-mail. But increasingly ESPs are offering so much more.

While the basic selection criteria detailed herein should act as a general guide, as the needs of every enterprise will be different, they are but a starting point. There are many more considerations to make; including how each vendor handles authentication (Sender ID, DKIM, SPF), quality control features, third-party integration and more. If vendors can’t master the most basic features (which are often related directly to client usability), there is little chance they will be able to handle the greater challenges of marketing via e-mail.

RECIPIENT PRIORITY
Assessing an ESP’s ability to foster an environment of permission-based marketing should always be a key criterion. The manner in which individual ESPs do this will vary but, in every case, service providers should enable the development of a subscription form, validate the accuracy of that information (through a double-opt-in process), and provide storage of that list. While this might seem obvious to many, there are vendors in the market that don’t make these features a priority. Some leave the responsibility of best practices solely to the marketer. In those cases, poor deliverability or even worse, blacklisting, is what results when we approach e-mail marketing without essential tools and support. Subscription and customer management are important aspects of e-mail marketing success. Failure to follow established guidance in these regards often, results in poor response — something all marketers intend to avoid. When ESPs support the priority you place on recipients, a safer, more efficient e-mail marketing environment results.

Deliverability Benchmark Data: Are your e-mails hitting the inbox? Web success with e-mail depends greatly on high rates of deliverability. Pivotal Veracity released its Retail-Industry Summer Deliverability Benchmark results in mid-September. How do you stack up with those in your industry and against all verticals? Merchants who primarily sell movies, books and music top the list of retailer deliverability, with an average 95 percent inbox rate. That’s 18 percent higher than the combined average of all other industry sectors, tracked between June 1 and September 1, 2009.

REPORTING PRIORITY
Understanding performance on both a macro and micro level provides granular insights into not only the quality of a list, but the efficacy of your messaging and marketing strategy. Being able to access percampaign data on open rates, click-through rates and even deliverability inform marketers on what’s working and what can be improved upon. Detailed reporting gives the ability to make adjustments when necessary or stay with the plan you have already developed. But it’s not just the success metrics that should be scrutinized — failure metrics, such as the ability to track opt-out subscribers and SPAM complaints also yield insights into performance and can provide early warnings before poor performance strikes.

BASIC-FEATURE COMPLIANT
Many marketers have lofty expectations as to what they want to accomplish (typically asking for unique and esoteric features), but the majority still manage very simple campaigns. The presence of basic features, therefore, will prove to be another important criterion on which an ESP should be judged. The ability to quickly and correctly create individual e-mails and campaigns (facilitated perhaps by the presence of prestructured templates), to preview and test content and run SPAM checks, schedule delivery and set up autoresponders are basic yet very important tools for professional e-mail marketers.

If you are an in-house e-mail marketer or using a service provider that does not meet these most basic selection criteria, it’s time to consider an alternate vendor.

ADVANCED-FEATURE FOCUSED AND FORWARD THINKING ESP
Perhaps most important, the ESP you choose must have an eye to the future. And much of e-mail’s future is shaping up right now. It’s very possible that many advanced and powerful technologies are already available to you. These might even prove to be elements that completely reshape your e-mail strategy. If your ESP is doing a poor job communicating new features and capabilities to you, call them out on it. And if you find that your ESP is woefully behind in the innovation department, or not paying attention to future e-mail user needs and trends, it’s time to move on.

RSS MEETS E-MAIL: On-demand e-mail marketing software Gold Lasso recently completed the development of a feature that allows its eLoop users to create e-mail messages and campaigns based on RSS feeds. Users merge content from RSS feeds into their messages and set campaigns to automatically execute when the feeds are updated. “A large portion of e-mail marketing budgets and time are spent performing message assembly and managing content,” says Elie D. Asher, president, Gold Lasso. “The answer to help unwind some of the vagaries of message assembly is incorporating RSS feeds into e-mail messages. This is useful for people using Twitter, publishers who update their sites regularly and have newsletters based on updates, press releases, or any other type of timely content that gets posted to a website regularly."

THE FUTURE OF E-MAIL MARKETING ... IS NOW
It’s challenging to forecast what’s upcoming for e-mail marketing — but it’s also quite revealing.

Website Magazine spoke with many of the industry’s thought leaders on the future of e-mail marketing and their insights show that, as it stands today, marketers have a whole host of opportunities at their disposal right now. Making a commitment to use what’s available is another matter entirely.

Segmentation (the ability to create smaller, customized sub-lists from a larger master file) has been available to marketers for many years but is only beginning to gain traction. “The majority of our customers have an understanding that they want to segment,” says Derek Harding, CEO, Innovyx Inc. “What slows down that advancement is that many marketing departments are short-term focused or event driven and, as a result, don’t have an overall complete view of their customer or what kind of communication they want for them.”

Those who recognize the value proposition in segmentation reap the benefits. For example, one large, multi-national Innovyx client has been running a dynamic newsletter for four years and actively uses segmentation. This has enabled them to go beyond what one might expect. By tapping into consumer behavior on the site and through previous e-mails, the client was able to make a more informed decision as to what content appeared in that dynamic newsletter. And, in one instance, created more than 933 segments — in seven different languages. While that was the most segmentation that Harding has seen, it does show the potential, and how targeted e-mail can become.

Maximizing list value will also be a focus of e-mail marketing moving forward. “Marketers will get more involved with engagement by determining their subscriber/recipients levels of activity or inactivity,” says Ross Kramer, CEO, Listrak. “The result is they will start to speak differently to their customers. As the market matures, it’s about getting more out of what you already have — more water out of the sponge.”

E-MAIL FOR USERS AND MARKETERS: SenderOK, a startup division of Web CEO, has a handy e-mail plugin that works in Outlook, Gmail, Live and Yahoo!. The plugin puts social network profiles into the header panel of messages, sorts e-mail according to past behavior toward the sender (including whether the user visited the sender’s website recently), places corporate favicons in the inbox when an e-mail has been authenticated by the user (anti-phishing icons) and ensures authenticated e-mail stays out of the spam box.

All ESPs provide tracking tools, but industry leaders such as Listrak, iContact, ExactTarget and many others enable marketers to take existing metrics such as open and click-through rates, and see which recipients don’t take action. By segmenting a list of those inactive recipients, marketers can “power reengagement,” Kramer says.

At last year’s Listrak conference, Kramer promised to make engagement metrics front and center and its spring release did just that. “Implementing engagement makes sure you’re not over-mailing [or risking alienation] and speaking more directly to those that aren’t that engaged,” Kramer adds.

Many expect that in the future, e-mail marketers will start to wrap their collective heads around abandonment and what they can do about it. For example, Listrak is using SeeWhy in its newlyreleased Conductor, an event-triggered system that makes running abandonment programs easier and more effective. Working with SeeWhy allows marketers to add a string of JavaScript to a page and send a custom message to the user when abandonment occurs.

If merchants can look directly into the activity on their shopping cart, they will see a lot of consumers leaving. Solutions such as SeeWhy — with which many ESPs are now partnering — have yielded some positive results. For example, one merchant had 2,500 abandonments, of which Listrak brought back 55 orders. That’s significant recouped revenue.

Another interesting trend is the coupling of e-mail with other technologies. One example is combining e-mail with customer relationship management (CRM) — something that is provided by ExactTarget with its integration of SalesForce.com and Microsoft Dynamics CRM. Most businesses are tasked with staying connected to users during lengthy buying cycles. “By coupling e-mail with CRM, clients can automate email to provide information that is relevant to the needs and preferences of the IT decision maker,” says Joel Book, director of eMarketing education, ExactTarget.

Integrating with third-party systems does not stop at CRM. E-mail vendors routinely provide integration with analytics vendors too. Coupling with a company like Omniture enables ExactTarget clients to understand the unique needs of their customers while delivering information that aids in the decision-making process.

Coupling e-mail with social media is perhaps the most forward-facing and public integration. Social media marketing is hot and most people are interested in finding out how to leverage these networking websites to attract more consumers to their brand. “When you have the ability to forward e-mail to friends and colleagues and direct them to your social media site, you have a huge multiplying effect on your message,” Book says.

Smart brands are now empowering their e-mail subscribers (their brand advocates) to forward messages to their friends who might be interested in the product or offer, through their preferred social network. ExactTarget recently partnered with ShareThis to provide such a capability called SocialForward.

These are not just theories and case studies, they are real world examples where this can be seen working successfully. DreamFields Pasta is the perfect example. At last count it built a marketing database in excess of 280,000 brand advocates in a span of 24 months. And those advocates are actively sharing brand information with their friends. The more we empower our consumers to take charge of the message and disseminate it to the people important to them, the more that email marketing becomes a pull proposition. “As much as we like to think we control the message, it’s really the customer,” Book adds.

E-Mail Forever: E-mail marketing service provider MailChimp made its service pretty much irresistible in September as the company announced the introduction of its Forever Free pricing plan. The new service level allows subscribers to send up to 500 e-mails per campaign and 3,000 e-mails per month at no cost. “We’re aiming to empower smaller groups like artists, musicians, non-profits, small businesses and hand-crafters to communicate effectively at no cost,” says Ben Chestnut, co-founder, MailChimp. “That’s why we’re calling this ’Power to the People.’ We want to give everyone all the tools they need to send professional, permission-based e-mail campaigns.”

E-MAIL STILL MATTERS
In Website Magazine’s February 2006 cover story “Emailology — A Best Practice Guide for E-mail,” we postulated that e-mail marketers in the future would increasingly be driven by a need to deliver the right promotion to the right consumer at the right time. For many, that forecast has come true. But much work still needs to be done. It’s clear that personalization (whether basic or more advanced) is more approachable now than it was back in February 2006, but we’ve ultimately failed, thanks to the complexity associated with segmentation — which can drive both revenue and response to entirely new and more productive and lucrative levels.

Over the next few years, know that a deeper level of integration will occur with existing software solutions, most will become increasingly familiar with and in tune with the needs of their consumers. And e-mail, with all its complexities and challenges, will remain a key to your Web success.

Copyright © 2010 Website Magazine All Rights Reserved - 999 E Touhy Ave, Des Plaines, IL 60018
Toll Free: 1.800.817.1518 - International: 1.773.628.2779 - Fax: 1.773.272.0920 - Email: info@websitemagazine.com

2011 Seminar Schedule

2011-01-04T13:47:00.001-05:00

We are currently preparing our 2011 workshop schedule. We will be offering beginner and advanced classes/hands-on training in a number of marketing areas, including: profitable on-line advertising, email marketing events, social media connections that grow customer numbers, blogs to improve SEO, and more. If you are not already on our email list to receive the announcements, please sign up here in the right hand column.

What aspects of marketing are troubling you?

We will give you the tools you need to communicate effectively in today's marketplace.

Whatever "media" is right for you; remember, consistency is key!

Seminars will be held on the morning of the 3rd Tuesday of the month starting in February.

Part 1 of Social Media Presentation

2010-12-03T14:03:00.000-05:00

Presented by David Linehan at the One More Referral Brown Bag Luncheon November 2010

The System

2010-11-16T13:02:00.003-05:00

Social Media Workshop with proven impact on revenue

2010-11-09T16:59:00.000-05:00

"David's [Social Media & Your Business] presentation at the Exeter Area Chamber of Commerce was enlightening...I knew that I wanted to get more involved with Facebook. He showed me how to create a Facebook 'Like' page for my business, and gave concrete reasons for me to start 'the Facebook' today!"

- Matt H

"I was a regular user of Facebook, and was able to pick up a number of useful 'tricks of the trade' for my business page. David made the presentation interesting for both myself as a current Facebooker, and the novices in the room. David is clearly a 'hands-on' teacher which was very effective for me!"

- Laura G

Social Media & Your Business

presented by David Linehan of To The Point Marketing System

Tuesday, November 16th from 11:30am-1:30pm

Wentworth Douglas Hospital Ann Torr Conference Room, 4th Floor

Why is Social Media important to you and your business?

David Linehan of To The Point Marketing System will be giving you the how and why when it comes to Social Media.

He will give a brief overview of a few different formats, but zero in on Facebook, and the business application of it. There are many different ways to market your business. Social media is just one of those ways.

Join David as he helps debunk the mysteries of Facebook, and shows you how to quickly get your Company "Liked".

Part of the One More Referral Business Development Series, this tutorial will be filled with information for those that are already dabbling in Social Media, as well as, the novice. Space is limited.

Tuesday, November 16th

11:30am - 1:30pm $15.00

(includes lunch & presentation)

Wentworth Douglass Hospital

Ann Torr Conference Room, 4th Floor

Dover, NH

________________________________________

To The Point Marketing System

We specialize in marketing your business and events

603.772.1220

www.tothepointmarketingsystem.com

info@ttpmarketingsystem.com

Keep updated on this workshop, as well as, our move later this month by following:

our Facebook Page, our Blog and on Twitter

Wiggin Memorial Library Presents

2010-10-12T17:21:00.005-04:00

Using Social Media to Promote Your Business
Tuesday Evening, October 26th from 6:30 to 7:30
in the Wiggin Memorial Library Community Room

Are you keeping up with the Jones'? In today's marketing world, that means using Social Media. Utilization of Social Media continues to build brand awareness and drive sales for small business... like any medium, Social Media will not replace your sales efforts, but can substantially "soften" and expand the market for you.

Presenter Mary Alice LaPoint is the owner of To The Point Marketing System located in downtown Exeter. Mary Alice has almost 30 years of experience in advertising, marketing and promotion. Her agency works with a number of non-profits and local businesses along the seacoast, from Newburyport, MA to Rochester, NH.

For More Information Contact: Tricia Ryden 772-4346 library@wigginml.org

To The Point Marketing System Presents:
The Power Of Polite

Stand out as the "go to" company in a competitive business environment.

Tuesday Evening, October 19th from 6 to 8 pm.

Downtown Exeter (click the Google button for a map)

$25/pp, includes a delicious dinner

Lynn Jacobs, owner of Essential Etiquette, will show small businesses how to unleash their hidden powers! Her program The Power of Polite helps businesses and individuals stand out as the "go to" company in a competitive business environment. This powerful, hands on workshop will illustrate how good manners translate to an improved work environment, increased employee retention and productivity, and even referrals from competitors. Lynn works with small business owners teaching The Power Of Polite and how it affects a company’s bottom line by increasing sales, word of mouth marketing and building a strong residual clientele.

If you are interested in having "The Power of Polite" workshop on-site at your business or organization, please contact Lynn via email at lj@essentialetiquette.org

Upcoming Workshops

2010-09-27T11:57:00.012-04:00

Two Workshop Offerings

At To The Point Marketing System

Downtown Exeter (click the Google button for a map)

$25/pp, includes a delicious dinner

The Power Of Polite

Stand out as the "go to" company in a competitive business environment.

Tuesday Evening, October 19th from 6 to 8 pm.

Lynn Jacobs, owner of Essential Etiquette, will show small businesses how to unleash their hidden powers! Her program The Power of Polite helps businesses and individuals stand out as the "go to" company in a competitive business environment. This powerful, hands on workshop will illustrate how good manners translate to an improved work environment, increased employee retention and productivity, and even referrals from competitors. Lynn works with small business owners teaching The Power Of Polite and how it affects a company’s bottom line by increasing sales, word of mouth marketing and building a strong residual clientele.

If you are interested in having "The Power of Polite" workshop on-site at your business or orgnization, please contact Lynn via email at lj@essentialetiquette.org

About Lynn Jacobs

Lynn brings energy, enthusiasm and passion to the subject of Etiquette. She is a Certified Consultant through the Etiquette and Leadership Institute in Athens, Ga, an affiliate of the Protocol School of Washington. She teaches confidence and leadership skills to aspiring professionals and young adults.

Through her training techniques, Lynn reinforces what companies and corporations are begging for...employees with soft skills, knowledge of protocol and leadership qualities. Her classes are interactive, informative and fun! Essential Etiquette provides knowledge for a lifetime of social savvy and confidence.

Sign up For This Workshop

The Law of Connection

Manifest better sales results in your business

Wednesday Evening, October 6th from 6 to 8 pm.

Many people know about what Neuro-Linguistic Programming (NLP) is. The question is, how can it be used to bring better sales, closer relationships, and a more fulfilling life? Join Peter Scott Stringham for an informative, stimulating and entertaining workshop where you will learn the fundamentals of NLP and leave the workshop with practical tools that you can use right away.

What the four communication methods are that all people use.
What your predominant communication method is.
How to "calibrate" other people so you can learn what their communication method is.
How to put yourself "in rapport" to create a strong connection.
How to use this information to manifest better sales results in your business

About Peter Scott Stringham

Peter Scott gives his Goal Setting Workshop monthly to community groups and companies in New England. He leads followup groups, called Goal Achievement Circles, in Massachusetts, New Hampshire and Maine. He lives in New Castle, NH with his wife (who is also a workshop leader) and two teenage sons.

Just How Famous ARE You?

2010-07-22T11:58:00.005-04:00

Let’s say you’ve just walked into a business meeting attended by about 40 local business owners. You cross the room, most of your colleagues greet you by name. That weekend? Dinner out with the family. You pass by a dozen tables filled with locals. Many of them stop you for a quick hello. Trips to the grocery store rarely come to completion without a dozen waves, greetings, and a handful of conversations.

Fame. Such a weighty term. What comes to mind are celebrities gracing the cover of people magazine and sports heroes scoring big for the team. But fame at the local level is so much more elusive ….and so much more important for long term business success. The ability for you to be well known, personally and professionally, is exactly the key to business success. Local fame takes you to that level at which more people may know you than you know in return.

“Famous” isn’t exactly a professional marketing term. At To The Point Marketing we subscribe to a promotional philosophy that sounds much more clinical: “convey trust and expertise in your ability to provide quality goods and services.” The core of that statement is that you are well known, personally and professionally, for whom you are and what you do.

We’ve all met them. There’s a handful in every generation. You know…that business person around town that just seems to know everyone. The dentist with the downtown office that has seen three generations sitting in his dentist chair; the banker with the Jimmy Stewart looks and reverence; the real estate lady who has been a part of every house sale in the last 30 years; the insurance guy who seemed to coach every kid’s sports teams at some point. Those locally “famous” business people are sometimes well liked and sometimes just well respected and sometimes both.

I have my own guilty confession. My daughters and I have recently become obsessed with watching re-runs of the Gilmore Girls. Shhhh, don’t tell anyone. If you are not familiar with the setting of the show then picture a small and quaint little town in New England where everyone knows everyone. The center of town is largely inhabited by two prime business owners. The grocer and the coffee shop owner. They are both lovable and annoying characters that everyone loves to annoy. But if you live in Stars Hollow, that’s where you go. To Luke’s for breakfast/lunch and, apparently, dinner too, or you shop for your own grocery at Taylor’s. Period. Those two are the only game in town. Ultimately, everyone buys from these "famous" professionals either grudgingly or willingly.

Back to you, stepping out of TV land... how close is your reality to that picture? If your business is not located in the center of a captured audience of downtown rural America than what is it going to take to get that famous? Would customers drive out of their way to your business? How many of them would have you on their speed dial list? Could you make a big business announcement and create a stir where people call you up because they want to know more?

What’s it gunna take to make you famous?

So, how famous are you?...an excerpt from Making Points News

2010-07-15T15:10:00.008-04:00

Exeter, NH - Let’s say you’ve just walked into a business meeting attended by about 40 local business owners. As you cross the room, most of your colleagues greet you by name. That weekend: Dinner out with the family. You pass by a dozen tables filled with locals. Many of them stop you for a quick hello. Trips to the grocery store rarely come to completion without a dozen waves, greetings, and a handful of conversations.
Fame. Such a weighty term. What comes to mind are celebrities gracing the cover of People magazine and sports heroes scoring big for the team. But fame at the local level is so much more elusive ….and so much more important for long term business success. The ability for you to be well known, personally and professionally, is exactly the key to business success. Local fame takes you to that level at which more people may know you than you may know in return.
“Famous” isn’t exactly a professional marketing term. At To The Point Marketing we subscribe to a promotional philosophy that sounds much more clinical: “convey trust and expertise in your ability to provide quality goods and services.” The core of that statement is that you are well known, personally and professionally, for whom you are and what you do.
We’ve all met them. There’s a handful in every generation. You know…that business person around town that just seems to know everyone. The dentist with the downtown office that has seen three generations graduate from high school; the banker with the Jimmy Stewart looks and reverence; the real estate lady who has been a part of every house sale in the last 30 years; the insurance guy who seemed to coach every kid’s sports teams at some point. Those locally “famous” business people are sometimes well liked and sometimes just well respected. Sometimes both. Ultimately, everyone buys from them either grudgingly or willingly.
I have my own guilty confession. My daughters and I have recently become obsessed with watching re-runs of the Gilmore Girls. Shhhh, don’t tell anyone. If you are not familiar with the setting of the show then picture a small and quaint little town in New England where everyone knows everyone. The center of town is largely inhabited by two prime business owners. The grocer and the coffee shop owner. They are both lovable and annoying characters that everyone loves to annoy. But if you live in Stars Hollow, that’s where you go. To Luke’s for breakfast/lunch and, apparently, dinner too, or you shop for your own grocery at Taylor’s. Period. Those two are the only game in town.
Back to you, stepping out of TV land, how close is your reality to that picture? If your business is not located in the center of a captured audience of downtown rural America than what is it going to take to get that famous? Would customers drive out of their way to your business? How many of them would have you on their speed dial list? Could you make a big business announcement and create a stir where people call you up because they want to know more?
What’s it gunna take to make you famous?

By Mary Alice LaPoint, owner and president of To The Point Marketing System located in downtown Exeter, NH. You can log onto their website at www.ttpmarketingsystem.com, or email her at mal@ttpmarketingsystem.com.

Click here and scroll down to read the entire Making Points News

Using Facebook and Blogging for Business

2010-06-21T16:52:00.002-04:00

On Thursday June 24th, David Linehan will be presenting at the Exeter Area Chamber of Commerce. The 3rd installment of a 3-part series, David's presentation follows the presentations on LinkedIn by Steven Davis of Staffing Sense, and Twitter by Derek Barney of Degya Media.

David will focus on using Facebook for business (creating a Fanpage), as well as, the use of a Blog as part of your Marketing. David has been blogging for nearly 7 years, and currently manages over 15 company's Social Media sites. For more information, please contact Molly at the Exeter Area Chamber of Commerce.

Goal Setting/Law of Attraction Workshop Offered

2010-06-16T12:00:00.003-04:00

At To The Point Marketing System

Downtown Exeter, Two Center Street
Tuesday Evening, June 29th from 6 to 8 pm.

$20/pp, includes meal

Goal Setting and the Law of Attraction

Here is your chance to take two hours and evaluate where you stand as we approach the halfway mark of 2010. What did you want to accomplish this year? How are you doing so far? Do you need a energizing boost to get back on track or to reach an even higher level? If you are serious about your success, you are invited to spend two hours with Peter Scott Stringham who will guide you through a series of writing exercises that will help make 2010 your best year ever. Bring a notebook and pen and leave the rest to us.

As a special bonus, Peter Scott will also introduce you to the Law of Attraction and give you some helpful tips to help you use the Law of Attraction to help make your goals become reality in the next six months.

Space is Limited. To reserve your spot, click here :

About Peter Scott Stringham

Peter Scott Stringham has been teaching the art of goal setting and goal achievement for twenty years. He works with individuals, companies and small groups to not only get clear about what they want, but to also give practical tools as to how to achieve their goals. In 2009, Peter Scott completed a three year program of study of the Law of Attraction, becoming certified as a Law of Attraction Facilitator in a program created by trainer and best selling author Michael Losier. He has found that applying the principles of the Law of Attraction to goal setting yields much better results for participants.

Peter Scott gives his Goal Setting Workshop monthly to community groups and companies in New England. He leads followup groups, called Goal Achievement Circles, in Massachusetts, New Hampshire and Maine. He lives in New Castle, NH with his wife (who is also a workshop leader) and two teenage sons.

Scavenger Hunt Winner Announcement

2010-06-08T16:46:00.003-04:00

The winner of the Social Media Scavenger Hunt is Laura Gowing of The Exeter Historical Society! Laura was an attendee at the Social Media Forum on Thursday May 20th at the Breakfast Hill Golf Course. More info is available on our Facebook Page.

Social Media Forum Update

2010-05-21T13:14:00.002-04:00

If you attended yesterday morning's Social Media Forum at Breakfast Hill Golf Course, Mary Alice directed you to "Like" our Facebook Fan Page. If you are reading this post, most likely you have done it right! If not, please go back now by clicking on FACEBOOK FAN PAGE HERE Make sure to "Like" our page right next to our company name " To The Point Marketing System". Once you have done that (and we will be checking) CLICK HERE

Data's Where It's At...an excerpt from Making Points News

2010-04-22T11:45:00.006-04:00

February 1, 2010-Exeter, NH-The gold ribbon signed by well wishers hangs in the lobby of To The Point Marketing, a daily reminder of how supportive and exciting it is to be part of the Exeter business community.

Mary Alice LaPoint opened the doors of To The Point Marketing in her newest location three months ago, but she has been opening doors and creating opportunities for over three decades. She is a proven expert on successful marketing systems, customer data collection and management. Working with the business owners on the Seacoast has been an exciting challenge for this former high flying executive. Her former clients have been American Express, WorldCom, and MetLife. As a native New Englander, she has happily put down roots here on the Seacoast, raising a family. Now she is thoroughly enjoying sharing her expertise from her office on Center Street in Exeter (in the Citizen’s Bank building).

To The Point Marketing is a small business, full service marketing firm. Providing automated, local marketing solutions normally associated with large franchise operations, who often provide a regular marketing machine to their small business owners. To The Point should be the first stop for any small and mid-sized business owner looking to drum up more business. LaPoint tells her customers, “To do great work is not enough, you have to let people know what you’re doing. Keeping in touch with former, current and future customers is how to grow a business”. Coming into the sunny Center Street office as they build and maintain customer data; manage and send customer and prospect communication; and do it all seamlessly under the small business company name. Graphic design, telemarketing services, logo development, web and newsletter copy, marketing coordination and publicity plan development are all available from To The Point Marketing.

LaPoint also hosts the Exeter chapter of One More Referral the first and third Tuesday of the month from 8-9:30AM. Bringing people together is another one of her strengths. One More Referral is a local networking organization that provides business professionals the opportunity to develop personal relationships within the business community. To The Point Marketing understands how incredibly valuable building trust through personal relationships is to a business and is so happy to host One More Referral networking gatherings.

Mary Alice LaPoint can be reached by email or at (603) 772-1220 in her office on Two Center Street in Exeter, NH.

Click here and scroll down to read the entire Making Points News

4th Annual Small Business Showcase

2010-04-12T13:49:00.008-04:00

Wednesday, April 14th is the Exeter Area Chamber of Commerce Small Business Showcase sponsored by the Seacoast School of Technology. The event will take place in the Talbot Gymnasium, Exeter, NH and will run from 3:00 pm to 7:00 pm. We plan to have an exhibit table there and we hope that we will see you there too, either as a fellow exhibitor or as an attendee.
If you stop by our booth we can give you a free and instant consult on your current marketing efforts – bring any printed materials you have and we can log into your web address, your blog, your Facebook fan page, or any other on-line media you use for marketing. We can give you an instantaneous tutorial on your marketing efforts – to either upgrade what you are doing now, or teach you how to start one of your own. If you need more time we can schedule a one hour free consultation to help you enhance your overall marketing efforts. The session will include detailed instruction about how to improve or implement a marketing program for your business To The Point Marketing System.
These consultations are hands-on, starting with pulling your contacts together into one clean and easy to maintain database… that is our specialty at To The Point Marketing…building and maintaining your marketing contact database. Our meeting together will be comprehensive and practical (not merely consultative), and we will show measurable results in just one hour. I hope you can take advantage of this offer.

How the System Works

2010-04-09T12:43:00.002-04:00

Social Media vs. E-mail Marketing?

2010-03-26T14:28:00.007-04:00

Do these two titans compete for your attention, or are they complementary pieces of a larger marketing puzzle? Click on our Newsletter Archive to see our most recent e-mail discussing the importance of using Social Media in conjunction with an effective e-mail marketing program. In addition, all of our previous newsletters may also be accessed there.

You can sign up to receive helpful information like this on our website by clicking here.

Updated E-Mail Marketing Workshop

2010-03-23T16:52:00.003-04:00

There are only a few seats available. Please e-mail me to reserve your spot today. I will be sending out a more detailed itinerary by the end of the week. If you are attending the second session, please bring your laptop with you. Please call me with any questions at 603-772-1220.

Hosted by To The Point Marketing System

Featuring Bruce Vogel from iContact

Thinking about email marketing to your customers?

Please join us on March 31st

$10 per person, dinner included

5 - 6 pm - Basic email marketing

This “Basic” session includes a look at industry lingo, a brief explanation of where email marketing fits in with one’s overall marketing strategy and “what to do first” as you get started.

6 - 7 pm - Advanced email marketing
During the “Advanced” session we will dig deeper into the iContact application and look specifically at your efforts. Improve and upgrade your current email program, improve the quality, achieve higher open and click-through rates.

Be sure to bring your laptop.

E-Mail Marketing Workshop

2010-03-05T11:55:00.002-05:00

Hosted by To The Point Marketing System

Featuring Bruce Vogel from iContact

Thinking about email marketing to your customers?

Please join us on March 31st

$10 per person, dinner included

5 - 6 pm - Basic email marketing

How to start, how to use a professional system, what content should you send?

6 - 7 pm - Advanced email marketing

Improve and upgrade your current email program, improve the quality, achieve higher open and click-through rates

Goal Setting Workshop

2010-03-03T13:46:00.003-05:00

To The Point Marketing System

Presents a Goal Setting Workshop

Facilitated by Professional Life Coach John Butruccio from True Choice Coaching

Please join us for an empowering, personal development workshop designed to show you techniques on establishing and achieving personal and professional goals.

Location/Directions:To The Point Marketing Exeter, NH

Tuesday evenings March 23rd & 30th, April 6th & 13th

5:00 to 7:00 p.m.

Seating is limited pre-register now.

The cost is only $25 per person, per session

Click here to e-mail John and reserve your seat!

Marketing Education~Free Library Event

2010-03-02T18:28:00.002-05:00

The Wiggin Memorial Library in Stratham will host an event:

Marketing Communication

The Seven Basics Every Business Should Absolutely, Positively Be Doing, a program by Mary Alice LaPoint, president of To The Point Marketing, on Tuesday, March 16, at 6:30 pm.

Ms. LaPoint works with small business clients to grow sales revenue through quality customer communication and increased brand recognition. This program is free and open to the public. For more information on this program please contact the library at 603-772-4346. Directions to the Library

Visitor Day-March 16th

2010-03-01T11:12:00.002-05:00

Tuesday, March 16th, 8 am. Guests are free and members accompanying a guest are just $2 that day. Space is limited so please RSVP below if you would like to bring a guest. If our room is filled to capacity then our members with guest reservations will be given priority.

Exeter Chapter One More Referral meetings are held at To The Point Marketing System on the first and third Tuesday each month at 8am.

Upcoming Speaker Schedule:

March 16th Bruce Vogel from iContact

April 6th Larry Sears from Taylor Paper

April 20th Mike Rust from Shaklee

Yes I will bring a visitor

You’ll Just Have to Get Tired of Saying It

2010-02-22T17:22:00.003-05:00

So, you think your customers and prospects are getting tired of your same-old, same-old message? Is it time for a change? Are you wondering if you should you keep your marketing message fresher? The answer may be “no.” Many of us grocery shop at the same place each week, and buy many of the same items each time. Ever bought ground beef on sale? Eggs? How about milk? Or bread? The fact is, your local grocery store will advertise those same items on sale time after time after time. They know what you need, and they know what you’ll buy. What will bring in the customers are the same items, on sale, over and over again. Grocers make their profit is on the “extras” that we all buy when we’re already there. The “non-sale” items and the impulse buys are their profit makers. But you don’t see a cheap flyer in your Sunday paper telling you that cold-pressed grape seed oil is on sale this week.

What do you suppose would happen if the marketing department of your local store started thinking: “customers are getting TIRED of seeing the same sales all the time. Let’s rotate our sale items and try out some new messaging! Next month we are going to put pomegranates and parsnips on sale! And next week let’s advertise our specialty in canned goods! We can put canned beans on sale! And this summer, let’s have only YELLOW foods on sale. With this new marketing plan no one will ever get tired of us!

Pretty ridiculous, right?

Would you feel compelled to shop there?

So, don’t make the same mistake in your marketing. Find a message that your audience will respond to, and broadcast is wide and far. Tell your clients what to buy from you and how to buy from you. Say it often; broadcast it wide. Pretty soon your potential customers will know exactly what you do and what you sell.

Top 10 Marketing Blunders

2010-02-05T12:09:00.002-05:00

Marketing Blunder # 1

Don’t Do Any Marketing At All

Because you’re afraid of getting it wrong.

Running a business without marketing is like winking at a girl in the dark; you know what your doing, but nobody else does.

http://twitter.com/TheDataLady/statuses/3248300655

Marketing Blunder # 2

Overdoing Your Message

http://www.wimp.com/microsoftipod/

Marketing Blunder # 3

Talk Your Tools, Not Your Vision

Marketing Blunder # 4

Straying Off Message

http://wimp.com/stopsign/

Marketing Blunder # 5

Get Tired of Your Message Long Before the Customer Does

Marketing Blunder # 6

Promote Your Services, But

Forget To Promote Your Brand

Marketing Blunder # 7

Promote your Brand, but nobody knows what you do!

Marketing Blunder # 8

Talk Price, Not Quality

Marketing Blunder # 9

Fail to Be The “Stand Out Expert”

Marketing Blunder # 10

An Empty Calendar

Ribbon Cutting

2009-12-18T15:41:00.002-05:00

EXETER — To The Point Marketing System has relocated to Two Center Street in Downtown Exeter. Company President Mary Alice LaPoint and her marketing staff were welcomed by the Exeter Chamber of Commerce and more than 50 local businesses. To The Point Marketing is a full-service marketing firm that specializes in small businesses. It provides automated, local marketing solutions normally associated with large franchise operations. The marketing company helps small businesses build and maintain customer databases, as well as manage and send customer and prospect communications. Graphic design, telemarketing services, logo development, Web and newsletter copy, marketing coordination and publicity plan development are all available from To The Point Marketing. LaPoint has more than 25 years of experience in direct/database marketing, advertising, and sales. Contact her at (603)772-1220 or by e-mail at mal@ttpmarketingsystem.com