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Archive for November, 2013

Small Business Marketing Plan

DW Blog
November 29th, 2013

Every small business owner needs a marketing plan in order to grow his or her business. It is important to select a marketing plan that suits your needs. A marketing plan forms the first part of your overall business. Marketing plan can benefits from the sections outlined below.

Outline your Marketing Strategy
Before getting in to the detail of your marketing plan, it is important for you to create a marketing strategy that outlines your business essentials, your target market, tactics on how you intend to reach that market, and your competitive position in that market. Often, the marketing strategy can be captured in a simple mission statement that provides answer to questions like “What are you doing?” and “Why are you doing it?”

Identify your Target Audience
Determine who constitutes the target market for the purchase of your product. It is important to have a good understanding of the products you are selling so as to understand the nature of the customers.

Determine and define what makes your company unique
You may want to prepare a Unique Selling Proposition (USP) that describe how your service differ from those of your competitors, make an analysis of your competitors. Evaluate other business that engage in the same kind of product and service. A SWOT (Strength, Weakness, Opportunities and Threats) analysis can be an effective tool for analysing competition.

Create a Pricing Strategy
A slightly lower price as compared to that of competitors can be employed to promote market penetration.

Create a Marketing Budget
The overall marketing budget should cover the strategies that will work best for your industry.

Establish a Break-even point and Performance Metrics
How many products you need to sell before you start realising a profit & measuring what has been achieved so far will help you understand areas that you need to improve on.

As a small business owner, identifying and focusing on the potential ideal customer can help you generate a small business marketing plan that can be extremely beneficial in expanding your reach and revenue base.


Home Style Magazine

Felicia Tan
November 22nd, 2013

Home Style Cover

Magazines can reach your target audience, educate them about your product or services and move them closer to making a purchase. Magazine allows for more complex layouts than newspapers and other more basic print alternatives. Even more, they provide you with the ability to showcase your product in a full color, glossy format. This gives your product a more polished feel and boosts your company’s credibility in the eyes of consumers. Another frequently overlooked upside of magazine is that unlike other advertising mediums, magazines make it easy for the company to target specific readership based on factors such as interests, age and gender. By leveraging readership demographics, you instantly ensure that your message is being seen by the right people – the ones most likely to buy your product.

Our professional team have the technology and know how to get your point across in a way that is eye catching and effective. We are very glad to work with our client’s magazine – Home Style. This is a quarterly magazine. With an ethos of ‘Real home affordable style’, every issue of Home Style takes you on a tour through some of the country’s best new and renovated homes. If you are seeking a range of home living and design ideas, practical information, Home Style magazine is the complete read.


What is SEO & SEM?

DW Blog
November 13th, 2013

SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are two very common buzz words that are used when we want to promote a website or a product. SEM is simply marketing by aiming to gain visibility in search engine results. This can be done in a variety of ways including paid placements, contextual advertising, paid inclusion and of course via SEO. So the main difference between SEO and SEM is that SEO is simply one aspect of the much bigger SEM.

SEO is the practice of optimizing a site’s content so that it would rank higher in search engines. This mostly involve the proper distribution of keywords, increasing the number of backlinks and making it easier for robots to proper index the site. A robot or spider is the software used by search engine to determine how relevant that page is to what the user is searching for.

Other aspect of SEM, like paid placement and paid inclusion, require an additional cash outlay but are not really essential to the site. On the other hand, good SEO should also include making content that is relevant to the user. Even if a site mange to get a user with the other SEM methods, user would not stay if there is no usable contents on the Site. In this regard, it is easy to conclude that SEO is the cheaper option as we would be hitting two birds with one stone. Since we would need content anyway, making sure that it is optimized for the search engine is just a smaller adjustment.

The main disadvantage of SEO is speed, while other SEM styles get results instantly, employing purely SEO produces results in a delayed fashion. This is because it takes some time before the crawlers go through the site’s pages that constantly change content because the indexed data may no longer reflect the true content of the page.

SEM is a broad topic that covers a lot. SEO is only one part of it, but it is the important aspect. With limited resources, SEO is the best option to pursue. But if we want results quickly without concern for the expense, using the full array of SEM techniques should get us instant results also SEM allows you to do a 6-month or 12-month campaign therefore cutting the cost down.

In conclusion, SEM works like a quick fix and SEO is for long term, obviously also need more time to implement.


What is a Creative Brief?

DW Blog
November 5th, 2013

A Creative Brief is simply a document that provides a detailed overview of the project. It often includes information such as the goal of the project or campaign, what needs to be created, the product or service featured and its top features and benefits. Details on special offers, pricing, or incentives, insights into the target audience, an analysis of the competition, the project schedule and etc. A basic creative brief always should includes the purpose of the ad as well as the profile of the target audience. The purpose of the ad refers to the desired reaction of the target audience, including how should the ad make them feel or what should the ad make them do. The brief may also contain the background of the client and/or ad campaign, if relevant to the project. To cut down the amount of bother to the client, however, the creative brief will almost always spell out any definite things the client doesn’t want to see in the ad as well as any things the client wants to be included. If the creative team is fairly inexperienced, the brief may add a considerable number of copy points to help focus the ad. For example, the brief for a cough drop ad may list suggestions such as mentioning the soothing action of eucalyptus by looking for the special blue circle symbol found on the package. This way, the copywriter would include information about that in the ad copy while the art director could ensure the blue circle is shown in the graphics for the ad.

So let the Creative Brief act as your guiding instrument and understand that time spent on a well-designed brief is an investment paying handsome dividends; greatly improved process, a higher quality of output and ultimately a more trusting relationship with your team or client.