Search Engine Optimization in the English Court of Sabadell

Wednesday at 7 pm will be held at the Cultural Hall of the English Court of Sabadell, the Search Engine Optimization Course which it is part of the lecture series on Digital Marketing that we are giving in this mall.

In this class we explain the keys to appear in the top positions in searches performed on Google and other search engines.

We explain both how it should be built website to be indexed optimally, as once you have the page indexed, what should we do to improve our position.

We discuss in depth the concepts of density, prominence, reliability, PageRank algorithm and many others related to the improvement of SEO issues. Also we explain what tools are at our disposal in both internet to track our position as to improve it.

Attendance is free but seating is limited.
If you wish to attend please contact the English Court of Sabadell: tel. 937284800 ext. 3240

See you there.

If you can not come ... You may be interested this:

PTT presentation to the conference will be illustrated: Search Engine Optimization (in Catalan)
Free search engine optimization course via the website GEAIPC: Search Engine Optimization

Philip Kotler: the 10 principles of the New Marketing

This morning I was working on an article about the different types of target audience for cultural tourism product, when I reminded the conference that gave Philip Kotler in Barcelona in late 2004 and to which I was lucky enough to attend. At this conference, Philip Kotler told us the 10 principles of the New Marketing and I remember that one of the slides that struck me was just a segmentation of target audience that Kotler showed us an example.

Although it has been 4 years since this conference today rereading the summary and seeing what Kotler proposed remains interesting, I decided to publish it again and do it with today's date instead of entering it in the blog earlier date as I have done with other articles'm finding the net and gave up for lost.

So here goes:

Philip Kotler - The 10 principles of the New Marketing - Introduction

Kotler is recognized as the world's foremost authority on Marketing and author of the most important works written in the field of Marketing. He has been a consultant for companies such as General Electric, General Motors, IBM, AT & T, Honeywell, Bank of America and Merck. He is the father of modern marketing, the marketing 2.0.

This article is the summary of the conference held at the Philip Kotler World Forum Marketing and SalesIn Barcelona in October 2004.

Kotler assumes that Marketing as we know it is finished and needs to evolve to something much more in keeping with our time, the immediacy of information and total segmentation, have completely changed our consumption habits.

Marketing productivity has been declining over time
TV ads are becoming less impact on the audience. According to a recent study, the ads have a return of 32 cents for every dollar invested.

Also traditional mail communication is increasingly poorer response and further telemarketing. Whereupon, it is increasingly difficult for the launch of a new product to be successful, since the resistance of consumers are reaching extremes that make all the assumptions of traditional marketing have to be revised.

According to Kotler, a person in the United States, is subject to between 3,000 and 5,000 advertising impacts the day. With what people are completely saturated.

  • 60% of those interviewed in the study mentioned by Kotler, hates publicity and marketing.
  • 70% of people, change the channel or leave the TV during commercial breaks.
  • 60% of people want advertising in general is limited.
  • 14% of people want the advertising ban.
  • 41% of people would be willing to pay for that TV stations no advertising was aired.
  • 70% would be willing to buy a product to help them eliminate advertising from their screens.

The other battlefield is in businessWhat a CFO thinks about Marketing your business?

  • Less than 57% of CFOs believe that investment in marketing your company does, have a positive effect on the growth of it.
  • 27% believe that Marketing is only useful as short-term tactic.
  • 32% admit that in hard times for a company, the first budget to cut is marketing.

It is clear that marketing has to change, hence the 10 principles of new marketing

philip-kotler

The 10 principles of the New Marketing Philip Kotler proposed

Principle No. 1 New Marketing: Recognize that power, the consumer now has:

Information is ubiquitous (is everywhere at the same time) and consumers are well informed about most products on those who are interested, so the sale should be based on dialogue and marketing "connect and collaborate" not a monologue selling and marketing focus on "direct and control" to the consumer. We offer our customers better solutions, most satisfying experiences and the opportunity to have a long-term relationship.

Principle No. 2 New Marketing: Develop the offer pointing directly only to the objective of that product or service public.

Kotler Here we illustrated with a quote from Tony O'Reilly, former CEO of Heinz Foods:

"Find a niche, and then make sure there is a market for that niche."

Among the curiosities that Kotler showed in his presentation struck me above all segmentation so brutal (hence the vocabulary used, and the volume), which even at the risk that this article should be split into 2 for ease of reading, I prefer to quote here the different types of groups of people who Kotler uses in its geo-demographic studies, sorted by type, not by annual income:

  • The blue blood (income of over $ 70,000)
  • Money and brain (income over $ 45,000)
  • Hides and family cars ($ 50,000)
  • Pool and Garden ($ 35,800)
  • Two or more rugs ($ 31,200)
  • Young people with influence ($ 30,400)
  • Young approaching ($ 38,500)
  • Fans of microchips ($ 32,200)
  • Urbanitas the Gold Coast ($ 36,800)
  • various Bohemians ($ 21,900)
  • Companies Negras (33,150 dollars)
  • New Beginnings ($ 24,800)
  • From the land of God ($ 36,700) (guess refers to landowners)
  • New owners ($ 25,900)
  • Streets and cities ($ 17,800)
  • Those who wear Levi's ($ 28,700)
  • The Grey ($ 25,200) power (refers to the mass civil service)
  • Rank and file ($ 26,200) (military)
  • Blue Collars ($ 30,000) (media workers Industry)
  • average American ($ 24,400)
  • Coalburg & Corntown ($ 23,900) (translated becomes: miners and farmers [primary sector])

Even as part of this second point among the 10 features of the New Marketing, I think it's the slide that left me perplexed all we saw during the conference. And it is that 21 segmentation by income and type of person, had never seen ...

Principle No. 3 New Marketing: Designing marketing strategies from the point of view of the customer.

Once we are clear what segment we went with our product, Kotler recommends that we focus on the value proposition we offer our customers and we design a marketing campaign aimed to communicate this value proposition, not the characteristics of our product it is what is usually done normally.

In order to discover what things considered "value propositions" Our customers, Kotler advises:

  • Identify the expectations of our customers or potential customers.
  • Decide which of these values ​​are going to compete (for example, Nike competes for: win, beat the masses, extreme exertion, the smell of sweat ... However New Balace, competing in the same segment, but does so with values: self-improvement, inner harmony, the smell of nature, spiritual development, etc ...)
  • To analyze the ability of our organization to those values ​​to our customers.
  • The message we must communicate and sell, is about the value we pass on, not about the features of our product.
  • Make sure we give the value promised and that over time we will improve and expand this model of value.

To encourage and guide the listeners, Kotler showed us some examples of sales messages designed to convey the value offered to the user, instead of orienting the product.

Here are some of them:

  • Product sold: liters of paint to paint cars. Message to convey: we actually painted cars.
  • Product: pet food. Message: health and animal weight gain.
  • Product: diesel engines. Message: power is never interrupted.
  • Product: explosives. Message: rocks made crumbs.

Principle No. 4 New Marketing: Focus on how to distribute / deliver the product, not the product itself.

Kotler proposes to ask ourselves if we can find a way to redefine our distribution network and delivery to provide more value to the user. Some companies have already done, in the case of Dell Ikea online and offline world level.

Principle No. 5 New Marketing: Going customer to jointly create more value: the role of business has changed.

With Transactional Marketing (about 1950), the company defined and created value for consumers. With Relationship Marketing (1980 to present), the company focused on attracting, developing and retaining profitable customers. The new Marketing, or Marketing Collaborative (as he calls Kotler) should focus on working with the client so that together, create new and unique ways to create value. It proposes that we establish dialogue with our customers and the communities of consumers of our products.

The collaborative marketing can be done from two aspects:

  • Offering a product line so that the customer can find the one closest to your wishes. For example, 20 different colors for the same item, or 26 different options for hockey sticks (this is a real case).
  • Have everything ready to adapt our product to the specific needs of a client. The clearest example of this is buying a Dell computer, but Kotler showed us many other examples of online businesses and offline also made products for normal consumption, as the buyer (tailored jeans, makeup, perfumes, candles, golf clubs, breakfast cereals, credit cards, etc ...)

Although Kotler also proposes to let the customer participate in the original design of the products, for example asking for advice based customers while product prototypes are developed.

Principle No. 6 New Marketing: Use new ways to reach customers with our messages.

... And especially watch a lot with unhappy customers, since Internet permits you to reach many people, and can do much harm if not properly treated.

As for our marketing, Kotler special emphasis on the "permition Marketing" (or Marketing with permission) because it is a good way for the customer to indicate whether or not to receive such advertising and needless that trouble those who do not want it.

Regarding what to use new ways to reach customers, recommended that we include our advertisements always 3 things:

  • The value we want to convey.
  • useful for the user.
  • Something that fun or at least entertain it.

And about new ways to advertise, he stressed the importance of sponsorships, mentions of our products in TV shows or entertainment programs or their appearance at festivals, and above all, the direct promotion on the street.

Llegados a este punto, Kotler nos ilustró con un divertido ejemplo de una práctica que por lo visto se ha puesto de moda en algunas zonas turísticas. Cerca de algún monumento interesante se sitúa a una azafata/vendedora camuflada de turista, que solicita a otros turistas que le hagan una fotografía con un móvil/cámara digital. La azafata/vendedora explica a los turistas cómo funciona la cámara y sus ventajas. Los turistas le hacen la foto y ven el resultado en la pantalla. Sin saberlo, han estado participando en la demo de un producto, prestando una atención del 100% a las explicaciones del vendedor.

Without going to these extremes of "cheating" the potential client, Kotler outlined some examples of campaigns in the street who have given very good results:

Campaign Vespa through the streets of Los Angeles: Some more or less known models walked for a while through the streets of Los Angeles, with these bikes, visiting the trendy bars and talking to the people who frequented.

Ford campaign for the launch of the Ford Focus: Ford identified 120 people in 6 key markets, and let them use for free for 6 months a Focus and promotional material thereof. This same practice often do video game companies with hundreds of teenagers who enjoy free games in exchange for talking about them to their friends.

Principle No. 7 New Marketing: Develop metrics and analyze the ROI (Return on Investment)

Philip Kotler stressed the importance of having a scorecard that gives us an accurate picture of how they are evolving each of the factors involved in the sales process.

I list below some of the metrics that Kotler considered essential:

About Product:

  • Improvements in quality: measure how many improvements have been implemented in our products.
  • Percentages of sales of new products
  • I profit generated by product

Customer Segmentation:

  • Customer satisfaction
  • Average price of sales to a customer
  • Number of customer complaints

About markets:

  • Market penetration
  • Market share
  • Increase in sales
  • Benefits

Principle 8 of the New Marketing: Develop high-tech marketing.

At this point, Kotler warned that although high technology is required, it is not to the same degree for all companies. Nor is it only in implementing a CRM or ERP.

Anecdotally, Kotler told us of a funny equation: OO + NT = EOO

New Technology + Old Organization = Expensive Old Organization

The 8 Pillars of the high technology applied to marketing are:

  • Performing predictive analysis
  • Automation of sales: the aim is to provide sellers bargaining power. They must know in real time stock status, margins by product, etc ...
  • Marketing automation: there are many threads that can be automated marketing: the selection of names for a particular campaign, making decision on whether you have a credit or not, send samples to a particular target, etc ...
  • Modeling: engineering marketing, Kotler called
  • The table creation process: graphic representation of processes such as growth in new customers, billing customers, billing, etc ...
  • Creating performance tables: by object and person results.
  • The management of campaigns
  • Project management
  • A new product management

Kotler emphasizes the direction of campaigns, projects and products, especially since it was detected that the main stumbling block in implementing high technology, is the ignorance of the existence of it, by the marketing professionals. Hence the direction of these three sections is key when implementing it.

Principle No. 9 New Marketing: Focus on creating long-term assets

6 Key to create long-term assets factors:

  • Being honest with our brand
  • Being honest with our customers
  • Providing quality service
  • Maintaining good relations with our shareholders
  • Being aware of our intellectual capital
  • Create a corporate reputation

Kotler highlighted the difference between a profit-oriented, with respect to achieving oriented customer loyalty business enterprise:

  • Oriented company benefits: Reduced costs, replacing people with technology, reduces the price and value of the products, get many customers.
  • The company oriented customer loyalty: Investing in marketing assets, empowers employees using technology, seeks to reduce product prices to reward customer inquires how you can give more value to your customer, select customers getting.

Principle No. 10 New Marketing: Looking at marketing as a whole, to regain influence in your own company.

Marketing affects all processes of a company and this is what we convey in our own company.

Decisions made in maketing affect customers, members of the company and external collaborators. Together we must define what the market that the company is heading. Together they have to discover what opportunities appearing on the market (Kotler proposes to think it at least 5 opportunities each year), and together they should find out what training and infrastructure will be needed to carry it all out.

The intervention of these 3 factors: customers, the company and the network of partners in the marketing of our company, is what will show us that we are on track and we are beginning to apply the rules of the New Marketing.

And with this last point, we finished the "summary" of the conference by Philip Kotler in the framework of the World Forum of Marketing and Sales. The truth is that the conference really paid off and that all attendees left her with a huge desire to start applying what they have learned. The downside is that it costs him his power to implement concrete actions explained to the company, but at least Kotler was quite clear and we illustrated with many examples.

Links:

Link not to miss for the world: Power Point Presentation of a seminar Kotler, which includes the 10 principles outlined in this article. It is in English, but is very good and very complete. Philip Kotler

FMMV website: Program and speaker bios - Maketing and Sales

Introducing the Digital Marketing Guide Manlleu

Cámara de Comercio de BarcelonaToday has been presented in Manlleu, the headquarters of Barcelona Chamber of Commerce held in this city, the Digital Marketing Guide published by this camera and PIMESTIC.

Part of the presentation consisted of a mine paper entitled "9 Techniques to attract visitors to a Website". In this talk I explain 9 ways to attract traffic to a website.

The presentation was a success, the room was full, companies have asked questions and out, people have been enough to talk to me and to inquire about PIMESTIC aid for companies.

As always, I have perhaps entertaining too in search engine optimization, but since it is the cheapest technique number 1, the most effective and, I think it's worth explaining a little more than time allows me ... not today it has been an exception. Also explaining how optimizing an SEM campaign I think I've become too long ... but again, people asked and asked for more. How can I refuse?

Total, instead of one hour, my presentation lasted 2 hours ... but no one has complained, nor has gone before completion, so I think they have found useful and immediately applicable in their business.

If someone in the public visiting the blog, here are the links related to the paper:

Next: Penedes Vilafranca on 31 March at 9h30 ', at the headquarters of the Barcelona Chamber of Commerce in this city.

Video Presentation on the basic processes to attract visitors to a website

The Barcelona's Chamber of Commerce just released videos of the presentations that took place on February 20 at 9 am at the Casa Llotja de Barcelona.
Montserrat Peñarroya Video

The conference was entitled How to stand out from the competition and maximize results?

Participated in the conference and Josep Morell Jordi Bosch, representing the Chamber of Commerce of Barcelona and PIMESTIC, then Josep Lluís de Gabriel Bitlonia company who explained how to get better, at the enterprise level, which offers internet.

After this presentation, it was our turn and from GEA IPC present "The basic processes of Digital Marketing"And we explain the 9 techniques to attract visitors to a website. The slides also include the 6 techniques to convert visitors into business contacts, But due to the limited time available, we discussed not although we prefer to include them in the slides.

Following these presentations, two companies participated as a Best Practices: Jordi Arnau, Director General of BD Barcelona, A company that publishes author's furniture (including Salvador Dalí, Gaudí and Oscar Tusquets) and exported around the world, and Xavier Trillo represented his company, which is engaged in marketing of inflatable and air tanks pure.

In this way, attendees could see direct applications of the techniques explained in previous papers.

After the ceremony ended, we proceeded to a discussion and to end the day, to move to take a networking breakfast, before proceeding with the daily tasks of each.
Click here to view the videos and slides of all presentations: Digital Marketing Day PIMESTIC and House of Barcelona

Richard Teerlink (President of Harley Davidson): How to reinvent an organization

Richard Teerlink has been responsible for the revitalization of this American icon in 1985 was about to close its doors. Investing in product quality, customer satisfaction and human capital Teerlink Harley managed to return to its place today.

This article is based on the conference Richard Teerlink Expomanagement gave in the May 21, 2004 (and as my previous post, I have recovered from my archive of articles written for Noticias.com and she believed lost forever) Richard Teerling

For the lucky ones who were able to attend the event he explained how he had managed to increase the market share of Harley 13% (in 1985) to 49% today and what changes were made in the organization of which back then was CFO.

The difficult time to acknowledge one's mistakes

Richard Teerlink, the most difficult in the conversion of Harley was to convince the managers themselves that it was necessary conversion.

"For change to occur, the first to change must be managers."

In the early 80's, in a few months, the United States were invaded by Japanese motorcycles sold at much lower prices than Harley. Managers and employees of Harley thought the Harley brand could never lose market share (nearly 60%) thought that the Japanese bikes could not be robust or good-quality (or its price or its appearance) and also , Americans would not buy Japanese bikes. The three assumptions proved false. In 1985 its market share had fallen to 13% and Harley Davidson was near bankruptcy.Harley Davidson

For Harley executives had several options: give up and close, invest in marketing and try a traditional solution, or reinvent the entire organization or fail risking getting the best of success. They were shuffled 3 and there who took the first, the whole enterprise, in the end chose the third.

Richard Teerlink insisted that resistance to change is inevitable, but can be reduced by providing clarity about expected and how things will change. Normally people do not resist change itself, if not to be changed themselves.

Moving from survival to renewal

To Teerlink the secret is that all the company must go to work for a common cause. A good leader is getting your people to work to achieve common goals because they want themselves, not because they have to.

This is achieved by creating an environment that promotes 5 factors:

  1. Being the case of what happens in the world.
  2. Responsibility for each individual company.
  3. Training and lifelong learning.
  4. personal involvement in the projects.
  5. mutual appreciation between the whole team.

In the case of Harley, the common reason that fight was decided to convert a company that sold motorcycles in a business that sells motorcycle reason to go and live the "American Nostalgia". And it worked.

What is the role of a leader in reinventing a company

Teerlink says that a good leader should ask the following day: Am I making resources for people who work with me to carry out their work? Am I sure that my employees can grow as individuals and develop?

Why workers are the greatest competitive advantage of a company

In a company it is important to differentiate your products and processes with features that distinguish them from those of competitors. But the main difference between Harley and a company logo or another is the commitment of the employees themselves. When employees are fully identified with the company great value for customers it is generated and these perceived and become part of the "cause" for which they work.

Strategies to create a powerful brand

For Steelink there are 3 key factors in maximizing the value perceived by people, about a brand:

  1. The reputation for quality and brand trust.
  2. The reputation that the company makes money.
  3. Having a large market share.

To achieve these 3 points are needed 3 requirements:

  1. Familiarity with your business (know exactly what you do).
  2. Getting to know your customer.
  3. Make attention to detail.

Cita the Teerlink al respecto "What we sell is the ability of an accountant of 43 years of dressing in black leather, driving through small villages and get teenagers afraid of him.”

Attracting new customers and at the same time achieve the loyalty of existing customers

Again, Teerlink and Tom Peters also agreed on this point. For both the secret it is to forget about the product (we start from the basis that the product is good) and focus on connecting emotionally with the client.

Quote Steerlink "Give the customer a reason to drive a motorcycle and have a good time”.

Obviously what you want is to sell motorcycles, but all marketing efforts focus on communicating things they can do and feel, while driving or traveling from one place to another, with his Harley motorcycles.

How to increase your profits by setting supercompetitivo

At the risk of repeating myself, Teerlink said Tom Peters the same as "change is needed to accommodate the FTL speed at which our environment moves ".

No choice but to surround yourself with people who think for themselves, to be responsible for their actions and constantly adapt. Hence the importance that all company employees know what is the mission of this. Otherwise the changes would have different goals in different areas of it.

Cita the Teerlink "There are two fixed truths in life: one is that we will die one day, the other is that change is inevitable.”

But Teerlink makes clear that change for change's not a good thing, should be changed for some reason. Though normally, most of the changes that take place in a company are to correct past mistakes management or trial.

In closing ... a couple of stories that I would comment:

One is an advertisement for Harley oriented convey quality and robustness of their bikes, while reinforcing the message of the "American Nostalgia": The ad shows a 3 American tiparrones, size XXL, with their beards and long hair, dresses leather and studs, and with his Harley parked in front. Text quote: "Would you sell it to these guys a defective bike and lost oil? US Niether. Harley-Davidson motorcycles... "(.... I do not remember the rest ...). I found terrific !!!

The other was a comment the same Teerlink about "the pressure of working in a company where customers tattoo the brand on breasts and forearms"... really should be an experience ... Have you ever felt something like a brand?

Tom Peters: The business excellence in a disruptive era

Tom Peters based their strategy to survive in the new era in which we find in 11 truths about leadership, explained during his lecture ExpoManagement 2004: Business Excellence in a Disruptive Age.

(This article I wrote in May 2004 to Noticias.com and had lost ... it public again because I think what Tom Peters told us in 2004 is still valid today for our companies)

It's been four days since the end Expomanagement. Now I start to digest everything that was said in Congress, because the truth is that after attending the 11 conferences of the main "gurus" of management was completely jammed with information and new ideas. I needed to sit down and write and make drawings, to begin to structure the chaos in my mind.

Of the 11 conferences, which struck me most was the Tom Peters. I was shocked not because say 3,000 people (mostly men), which should give power to women managers, not because we were screaming and "hitting fights" for a couple of hours, but by the turning of attending one of his lectures. You just replanteándotelo everything and salts determined to act to change the conventional structures.

The phrase that sums it all up:

“If you don’t like change, you’re going to like irrelevance even less”.

Let us begin:

The 11 truths of leadership:

1. Talent Management:

In the era of "added value" through the imagination, creativity and intellectual capital, the most important thing in a business is the recruitment, development and retention of talented people out of the ordinary.

Great leaders rely on the talent of his team. The mission of a leader should be to develop and manage talent of his team.

He quotes from David Ogilvy: "Our business needs a massive transfusion of talent, and talent, I think, it is usually between nonconformists, dissidents and rebels.”

For Tom Peters, companies should not "manage career"Of its employees. They must offer them opportunities to develop their own personality, so that they can handle themselves direct their own career. Life should be seen as a project for each person, step by a company must be part of a personal project. The company should help carry out this project.

2. Metabolism management of a company:

The interaction between entrepreneurship, competition and invention, each time moves faster. The mission of a leader is to increase and manage the ratio of this interaction in your organization.

Tom Peters suggests that to improve this ratio, strategic business meetings are conducted several times a week instead of several times a year.

Quote from Mario Andreotti: "If things seem under control, you're not doing it fast enough”.

3. Technology Management:

Internet and other technologies associated with the network, are changing everything. The leader of a company should be directly responsible for the implementation of new technologies in your business (boring it).

4. Management Barriers:

Cita de Frank Lekanne Deprez & René Tissen "The organizations we created have become tyrants. They have taken control, keeping us chained, creating barriers that slow us rather than help us in our business. The lines we draw on our precious organization charts, have become walls for no one can climb, penetrate or even see what lies beyond.”

With this appointment, Tom Peters illustrates what for him is one of the main problems of today's companies: bureaucracy and processes.

In his view, the only solution to survive in the new era in which we live, is tear down these barriers and completely redesign the structure and business processes. To this it suggests that the eBusiness implementation at all levels of our organizations can help greatly to achieve this goal.

5. Management of Oblivion:

The new competitive reality, you need to give back to those and everything that brought us here. Every leader needs a formal strategy, to forget what he has learned.

Cita de Dee Hock: “The problem is not how to have new lines of thought in your mind, but how to let go of old.”

6. Management Metaphysics:

new values ​​are emerging. Every time we move further into a world where products and services are ethereal. A leader must be aware of these changes.

Tom Peters suggests that the leader of a company is also the MIC of the company ( "Metaphysician-in-Chief”).

Quote Kjell Nordstrom and Jonas Ridderstråle (Funky Business): “The 'surplus society' has a surplus of similar companies, employing similar people, with similar education, with similar ideas, producing similar things, with similar prices and similar quality.”

Tom Peters argues that many companies have defined "best practices" now all act the same way.

For Peters the secret is to focus on the experiences that our client gets acquiring our product. To my knowledge this is the most important part of the conference. The "philosopher's stone" of the new era: focus on experiences, not products.

For Harley Davidson (lecture by Richard Teerlink, President of Harley Davidson) and it became clear that the strategy for the conversion of Harley was based on selling experiences, not products "We focus on giving the customer reason to go on a motorcycle"... And the way you sell a bike, but the important thing is to convey all that emotionally get when driving a Harley.

Transmitting Harley experience "Rebellious lifestyle

What we sell is the ability of an accountant of 43 years of dressing in black leather, driving through small villages and get teenagers afraid of him.”

Peters illustrates this with other examples:

  1. Selling Toys: Focus on communicating the care of children. Sales of sportswear: focus on assisting sporting events. Sale of flatware: focus on the experience of eating out.
  2. Selling garden tools: Focus on landscaping services. Car sales: focus on repair and car maintenance.
    The secret is to emotionally connect with the customer and focus on differentiation focused on customer experiences. Obviously you have to have a good product, but what management intends Metaphysics is that you focus on experience rather than the product.

7. Opportunity Management

There are 2 groups both forgotten all marketing strategy and product: women and people between 45 and 65 years. These two segments offer great opportunities for the leader who knows how to reach them.

Opportunity 1: Women

Según datos mostrados por Peters, las mujeres toman la decisión de compra del 94% de los productos que forman parte de un hogar, del 92% de los destinos vacacionales, del 66% de los ordenadores personales domésticos, del 68% de los coches. En líneas generales, las mujeres toman la decisión de compra del 83% de todas las compras. Pero son las grandes olvidadas de los directores de marketing. Según datos de Martha Barletta, de Marketing to Women, el 91% de las mujeres piensan que los anunciantes no las entienden y el 58% además se sienten disgustadas con los anuncios que ven.

For Tom Peters, the essence of marketing to women is to be aware that a woman does not buy a brand, adheres to a brand becomes part of it. The main thing for a woman is the connection with other women, and this can make it through a brand.

Peters's advice is: "first connect women among them and then connect them to the brand". (When you ask a girl "How was school? ", It's natural to tell you chapter and verse how he has gone on and tell you about all her friends. When you ask a child, simply replies "I went well.”)

My personal opinion about it, as a woman and marketiniana is that we are indeed a forgotten target. Forgotten even by ourselves. Because I confess that in the marketing plan Noticias.com no special actions are included to capture women, just think globally and act. And that is precisely the error that Peters commits the vast majority of planners. And therefore, it is a great opportunity for those who know her. (I take good note and promise to correct).

Opportunity 2: between 45 and 65 years old

The figures Peters offers to illustrate this opportunity, say it all:

Between 2000 and 2010, the segment of people between 18 and 44 years will decrease by 1%. The segment of over 55 years of age will grow by 21%. Moreover, specifically, the segment of people between 55 and 64 years will increase by 47%.

Paradoxically, even though those over 45 will be a major segment and with great purchasing power (all mortgages are paid), almost no products (other than pension plans) that target them specifically.

Peters sees here a great opportunity for those leaders who know how to use it. His advice to do is focus on innovations and systems of delivery of the goods.

8. Portfolio Management:

We must think of each of the parties mentioned in the above (our talented employees, customers, suppliers, leaders, projects, initiatives, etc ...) in terms of portfolio. The key question is: "It is our portfolio as strange as these strange times demand? ". The leader of a company must think like you would a venture capital firm: creating and managing diverse portfolios strategically, not realizing an overall strategy for all parties involved.

Mark Twain quote that illustrates this point: "The best swordsman in the world should not fear the second best swordsman in the world; not, who should fear is an ignorant antagonist who has never had a sword in his hand; It not is acting as it should, so the expert is not prepared to fight him; It does things that just should not do and surprising the expert and beating him.”

Transposing this quote to the business world would come to tell us that to grow a company needs to break vicious circles of competition and imitation. Tom Peters proposes to ask ourselves if we used rare enough to represent the rare society. also it proposes to establish a coefficient of rarity in our company with a scale of 1 to 10.

9. Error Management:

To err is more important than ever in the age in which we live. The error rate is the best indicator of the rapid adaptation of a company of its time. A good leader must "manage"Processes of error (literally said it).

Cita de C. Northcote Parkinson: “Perfection is achieved only in companies that are about to collapse.”

That is, in times where innovation is one of the pillars of the company, should encourage people to take risks and therefore make mistakes. Of these errors will encourage knowledge and creativity at all levels end up finding what really makes the difference and will catapult us to success.

10. Case Management:

A good leader creates a "cause", not a business. The business will operate from the time that all employees, suppliers and customers to work for a common cause.

Cita de Richard Brandson: “I've never thought of myself as a businessman. What has always mattered to me is to create things that I feel proud.”

Cita de Howard Gardner (Leading Minds: An anatomy of Leadership): “The key (perhaps 'The Key') leadership is effective communication of a story.”

11. Management of the Passion:

The passion can move mountains. This became clear to us in exposing Peters and also in the rest of speakers ExpoManagement. If something is important in business it is the passion of their leaders and their employees.

Quote Napoleon "A leader is a dealer in hope.”

Enthusiasm is contagious, there's no doubt. And Tom Peters exuded passion for the nearly two hours of your conference.
And finally, I include this little scheme that belongs to one of the slides in the presentation of Peters:

The 12 truths of business success

  1. Talent is the lack of respect for tradition Passion to irrationality.
  2. Believing in "What we're doing here."
  3. Not believe in the "normal behavior of the industry."
  4. Obsessed with the "Action" ... and contempt for those who "do not get it".
  5. devilishly fast speed.
  6. Go up and out.
  7. I hate bureaucracy (red tape hate with passion).
  8. Total customer orientation.
  9. Rewarding errors.
  10. Punishing the poor triumph.
  11. Courage to fight alone against the forces of the "conventional wisdom /".
  12. Clear understanding of the power of the brand.

I hope this article will be as profitable as it was for me the conference.

A hug.

Marketing Electronic Market House in Barcelona

Friday 20 February at 9 am at the Casa Llotja de Barcelona, ​​the day is entitled to be held How to stand out from the competition and maximize results?

These seminars are organized by the Barcelona Chamber of Commerce along with PIMESTIC and aim to help Catalan companies to recoup their investments in Internet through Digital Marketing activities.

Since GEA IPC participate explaining in detail 9 Basic Techniques to attract visitors to a WebsiteAnd explaining a little above (the time no longer works) other techniques that affect other processes of Digital Marketing.

Among the speakers of the day is one of our clients BD Barcelona - www.bdbarcelona.com that as a Best Practice explain their experiences at the level of Digital Marketing and how you are running your new website, which fills us with pride.

This event will also serve to introduce the Digital Marketing Guide has published the Barcelona Chamber of Commerce along with PIMESTIC and will be presented over the next few weeks in other branches of the House of Barcelona. The Guide entragará, free of charge, to all those attending the conference.

The conference is free, but seating is limited, so please, if you wish to attend as soon as possible contact with the Chamber of Commerce by calling 902 448448 or by visiting www.cambrabcn.org

The diptych of the Day you can download it by clicking here: Diptico Marketing Digital

Open Conference cycle: "The 16 things you need to know to sell online"

Today I had the pleasure of teaching this class of Digital Marketing at University Graduate Institute, an institution that teaches master's degrees online for professionals, and was created by Santillana Training together with the Universities of Alicante, Carlos III of Madrid and the Autonomous from Barcelona.

The class has been taught in video format and is part of Open cycle Conferences taught by speakers of prestige University Graduate Institute (IUP). Class recording will be soon on the website of the IUP (www.iup.es)

Todo se ha desarrollado según lo previsto, exceptuando la duración de la clase, que ha sido un poco más larga de lo que teníamos en mente… y es que me cuesta mucho sintetizar tanta información en tan poco rato. Sobre todo cuando tocamos temas que me apasionan como el SEO, la optimización de campañas SEM y la Usabilidad. No hay manera en que pueda ser más concisa y no ir tanto al detalle… aun así, siempre me quedo con la sensación de que podría haber explicado más cosas. Pero el tiempo es el tiempo… la clase de Marketing Digital completa es, como mínimo, de 20 horas… no hay manera de poder sintetizar esto en una hora, ni leyendo únicamente el índice del temario. De ahí que la clase de hoy se haya limitado a las 9 técnicas básicas para atraer tráfico a una página web, y hemos tocado un poco por encima las 6 técnicas básicas para convertir las visitas en contactos comerciales.

I hope the students have learned apart from the existence of these techniques, have been wanting to expand the information and now are looking for additional information.

Here is the presentation used in class: Digital Marketing - Basic Techniques.

Then you have the link recording I hang here too.

Presentation of the Guide to Electronic Commerce in Igualada

Today we have carried out the presentation of the Electronic Commerce Guide at the headquarters of the Chamber of Commerce of Barcelona in Igualada.

The presentation was made by the Director of that office. To accompany the event, Alex de Anta gave a talk on the key success factors in implementing an Electronic Commerce, and I gave a talk explaining a part of the Guide.

As time was limited (1 hour and a half), I only explained the 9 basic techniques to attract visitors to a website, and 6 basic techniques to convert them to business contact. These techniques only have explained above, unfortunately, because it would have needed a minimum of 10 hours to explain this part as a monographic course.

The guide itself can read the same information, but more extensive and complete. I have also indicated participants in the web GeaMarketing and this blog will find additional information and other presentations that can help them expand any of the items discussed in the paper.

I forgot to comment on companies that have attended the presentation of the Guide, the Chamber of Commerce subsidizes 50% of the cost of conducting a small study on the Strategic Plan for the Implementation of an Electronic Commerce, for any company of Barcelona area you want to start selling over the Internet. The total cost has to bear the company is 750 euros and can be ordered through the delegations of the House of Barcelona.

The next presentation will be on Thursday November 27 in Mollet del Valles. At 9h30 'am, at the headquarters of the Barcelona Chamber of Commerce held in this population.

See you there.