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Suggest You - Ten Questions for Effective Communications, Part 1
Thanks to the Internet, e-commerce has made its indelible stamp on the business world by completely revamping how various companies and industries operate. And under that huge umbrella of “doing business on the Internet” falls a legendary business success story: eBay. What began in 1995 as a little website where approximately 10,000 individuals traded goods with one another during the first year, now has more than 135 million registered users with a half million of those folks making a full- or part-time living with businesses that sell on eBay.So the question that begs to be asked is: Should you add eBay as a sales venue to your operation? Consider that in 2004, eBay’s annual gross merchandise sales exceeded
These differences result in men and women responding to marketing messages differently:
• the type of advice they seek and from whom,
• their exercise and recreation activities,
• the way they manage and feel about money, and
• the appeals that influence them.
Thus, targeting a gender with marketing messages can make those messages more relevant and more appealing to market members.
5. What are their national origins and cultural distinctions?
Not only do non-Caucasians differ from Caucasians, they also differ significantly between people of other national origins and cultural backgrounds. Not only do they differ between groups, they also differ within groups.
For instance, assuming that all Hispanic Americans can be reached effectively with the same message is a myth. Overcoming this and other myths in mandatory for effective communication
If you've driven through Atlanta - or perhaps throughout the South - you've seen large, attention-getting signs proclaiming (among other things) that someone has gas. ???My husband was the first to observe this sign. As he drove along 285, he picked up his cell phone and reported, "I pooted.""That's nice," I told him, once again rolling my eyes at his childish behavior. He called back five minutes later, heading north on Peachtree Industrial, to inform me, "My boogers itch." It took some time for me to believe these were real signs and not just the raving of my husband, the fruit cake. (But he still does good work!)Signs like this are springing all over the East coast, and a number of blogs laud
Business owners can communicate more effectively with present and potential customers, by answering questions about their markets’ characteristics. In the process, business owners will acquire a broader and deeper understanding of their customers and markets:
1. What is their age?
2. How do they earn their income?
3. What is their education level?
4. What is their gender ratio?
5. What are their national origins and cultural distinctions?
1. What is their age?
Knowing their age provides generation and life stage information that reveals attitudes, values, media and communication preferences and other characteristics that differ by generation and life stages.
Generations differ considerably from one another. If business owners develop messages based on personal preferences, their messages will be most appropriate to each business owner’s generation. But if the market is a different generation, the message will be ineffective.
The following descriptors illustrate some of the many differences by generations:
• World War II – simple, frugal, gender biased, patriotic and conservative.
• Vietnam Baby Boomers – highly individualistic, inner directed, spiritually adventurous, and workaholics.
• Me Baby Boomers – abnormally high expectations, prolonged adolescence, well-educated, and spiritually conservative.
• Generation X – ambitious, pragmatic and self-sufficient.
• Generation Y – risk adverse, pragmatic, value oriented.
2. How do they earn their income?
Occupation, rather than income, is the most important predictor of social class. Thus, knowing how people earn their income reveals their social class and in turn their concerns, values, attitudes, consumer habits and information needs.
Just like with generations, business owners generally relate best to members of their own social class, but if customers and market members are in a different social class, marketing messages will likely be ineffective.
The following occupation information illustrates some of the differences by social class:
• Upper elite class – generally don’t work, but live off their investments. Some manage large corporations.
• Middle class –work with their minds in professions that serve the upper class. They educate the children, provide medical care, and manage investments for the upper- and other middle-class people. These professionals exercise considerable control and creativity in their jobs.
• Lower class – work with their hands in routine, uncreative jobs over which they have little control.
3. What is their education level?
Education is the second most important predictor of social class. Level and type of education affects the products that people buy, the way they spend their leisure time, and provides additional information associated with social class.
People with higher and better educations have better communication and conflict resolution skills. They work better in teams and are more punctual and responsible. They vote, read and travel more, while watching television less. They save more of their money, while spending more on products that indicate status.
Thus, knowing the education level of publics reveal differences related to media choices, communication styles and effective appeals.
4. What is their gender ratio?
In addition to born physiological differences that determine behavior, men and women are socialized differently and have different life experiences based on that socialization and gender role expectations.
These differences result in men and women responding to marketing messages differently:
• the type of advice they seek and from whom,
• their exercise and recreation activities,
• the way they manage and feel about money, and
• the appeals that influence them.
Thus, targeting a gender with marketing messages can make those messages more relevant and more appealing to market members.
5. What are their national origins and cultural distinctions?
Not only do non-Caucasians differ from Caucasians, they also differ significantly between people of other national origins and cultural backgrounds. Not only do they differ between groups, they also differ within groups.
For instance, assuming that all Hispanic Americans can be reached effectively with the same message is a myth. Overcoming this and other myths in mandatory for effective communications
Did you know that every package shipped within the UPS system is covered by up to $100.00 of insurance protection AT NO COST (with very few exclusions such as documents or perishables)? What happens when your packages does not arrive at its destination or arrives damaged?If you ship with The UPS Store, you contact the store and the staff will file the claim on your behalf. If you ship at a customer counter or authorized shipping outlet, you will likely have to file the claim yourself. Phone 1-800-PICK-UPS (1-800-742-5877) and speak with a representative to file the claim. Have the following information handy when you call the 800 number or your local The UPS Store (if you shipped with the store):* track
Generations differ considerably from one another. If business owners develop messages based on personal preferences, their messages will be most appropriate to each business owner’s generation. But if the market is a different generation, the message will be ineffective.
The following descriptors illustrate some of the many differences by generations:
• World War II – simple, frugal, gender biased, patriotic and conservative.
• Vietnam Baby Boomers – highly individualistic, inner directed, spiritually adventurous, and workaholics.
• Me Baby Boomers – abnormally high expectations, prolonged adolescence, well-educated, and spiritually conservative.
• Generation X – ambitious, pragmatic and self-sufficient.
• Generation Y – risk adverse, pragmatic, value oriented.
2. How do they earn their income?
Occupation, rather than income, is the most important predictor of social class. Thus, knowing how people earn their income reveals their social class and in turn their concerns, values, attitudes, consumer habits and information needs.
Just like with generations, business owners generally relate best to members of their own social class, but if customers and market members are in a different social class, marketing messages will likely be ineffective.
The following occupation information illustrates some of the differences by social class:
• Upper elite class – generally don’t work, but live off their investments. Some manage large corporations.
• Middle class –work with their minds in professions that serve the upper class. They educate the children, provide medical care, and manage investments for the upper- and other middle-class people. These professionals exercise considerable control and creativity in their jobs.
• Lower class – work with their hands in routine, uncreative jobs over which they have little control.
3. What is their education level?
Education is the second most important predictor of social class. Level and type of education affects the products that people buy, the way they spend their leisure time, and provides additional information associated with social class.
People with higher and better educations have better communication and conflict resolution skills. They work better in teams and are more punctual and responsible. They vote, read and travel more, while watching television less. They save more of their money, while spending more on products that indicate status.
Thus, knowing the education level of publics reveal differences related to media choices, communication styles and effective appeals.
4. What is their gender ratio?
In addition to born physiological differences that determine behavior, men and women are socialized differently and have different life experiences based on that socialization and gender role expectations.
These differences result in men and women responding to marketing messages differently:
• the type of advice they seek and from whom,
• their exercise and recreation activities,
• the way they manage and feel about money, and
• the appeals that influence them.
Thus, targeting a gender with marketing messages can make those messages more relevant and more appealing to market members.
5. What are their national origins and cultural distinctions?
Not only do non-Caucasians differ from Caucasians, they also differ significantly between people of other national origins and cultural backgrounds. Not only do they differ between groups, they also differ within groups.
For instance, assuming that all Hispanic Americans can be reached effectively with the same message is a myth. Overcoming this and other myths in mandatory for effective communication
In a previous article I looked at reasons why training is important and how organisations could look at providing training for employees. In this article I’ll consider some practical ways of going about providing internal training. It must be said that internal training is never expected to replace quality external training but what it can offer is a degree of personalisation and employee involvement that even the best training courses may not achieve. By encouraging employees to generate knowledge and add to their own knowledge, the business or organisation can benefit markedly.Peer TrainingPeer training is one person delivering a short training session on some part of the technology the company
Just like with generations, business owners generally relate best to members of their own social class, but if customers and market members are in a different social class, marketing messages will likely be ineffective.
The following occupation information illustrates some of the differences by social class:
• Upper elite class – generally don’t work, but live off their investments. Some manage large corporations.
• Middle class –work with their minds in professions that serve the upper class. They educate the children, provide medical care, and manage investments for the upper- and other middle-class people. These professionals exercise considerable control and creativity in their jobs.
• Lower class – work with their hands in routine, uncreative jobs over which they have little control.
3. What is their education level?
Education is the second most important predictor of social class. Level and type of education affects the products that people buy, the way they spend their leisure time, and provides additional information associated with social class.
People with higher and better educations have better communication and conflict resolution skills. They work better in teams and are more punctual and responsible. They vote, read and travel more, while watching television less. They save more of their money, while spending more on products that indicate status.
Thus, knowing the education level of publics reveal differences related to media choices, communication styles and effective appeals.
4. What is their gender ratio?
In addition to born physiological differences that determine behavior, men and women are socialized differently and have different life experiences based on that socialization and gender role expectations.
These differences result in men and women responding to marketing messages differently:
• the type of advice they seek and from whom,
• their exercise and recreation activities,
• the way they manage and feel about money, and
• the appeals that influence them.
Thus, targeting a gender with marketing messages can make those messages more relevant and more appealing to market members.
5. What are their national origins and cultural distinctions?
Not only do non-Caucasians differ from Caucasians, they also differ significantly between people of other national origins and cultural backgrounds. Not only do they differ between groups, they also differ within groups.
For instance, assuming that all Hispanic Americans can be reached effectively with the same message is a myth. Overcoming this and other myths in mandatory for effective communication
Ruts: the routines in our work and lives that have become uninteresting and bothersome.Everyone has a favorite rut or two. They are comfortable, familiar and undemanding. If you stay in them long enough you begin to equate them with who you are and buy in to the belief that remaining steadfastly in them is all you can expect out of life.Ruts are furrows, gullies, creases and (dare I say) wrinkles where we tend to live life cheerfully and without much thought. We find one way of doing something, and continue the pattern. It does not matter whether it is the best or logical way, we keep on doing things in a certain manner, like taking the same route to work, or going to the same restaurant for
3. What is their education level?
Education is the second most important predictor of social class. Level and type of education affects the products that people buy, the way they spend their leisure time, and provides additional information associated with social class.
People with higher and better educations have better communication and conflict resolution skills. They work better in teams and are more punctual and responsible. They vote, read and travel more, while watching television less. They save more of their money, while spending more on products that indicate status.
Thus, knowing the education level of publics reveal differences related to media choices, communication styles and effective appeals.
4. What is their gender ratio?
In addition to born physiological differences that determine behavior, men and women are socialized differently and have different life experiences based on that socialization and gender role expectations.
These differences result in men and women responding to marketing messages differently:
• the type of advice they seek and from whom,
• their exercise and recreation activities,
• the way they manage and feel about money, and
• the appeals that influence them.
Thus, targeting a gender with marketing messages can make those messages more relevant and more appealing to market members.
5. What are their national origins and cultural distinctions?
Not only do non-Caucasians differ from Caucasians, they also differ significantly between people of other national origins and cultural backgrounds. Not only do they differ between groups, they also differ within groups.
For instance, assuming that all Hispanic Americans can be reached effectively with the same message is a myth. Overcoming this and other myths in mandatory for effective communication
Have you ever been asked to do something unethical by one of your prospects or clients? Have you ever been pressured by a supervisor, manager or owner at your business to do something unethical? Have you ever observed unethical behavior by a prospect or client?In today’s business world, there are daily instances of unethical behavior occurring all around us. What a sad commentary on business and society today. Over the more than 35 years in my own professional career, there have been instances where I have been approached by unethical prospects and clients and was fortunate to have had strong ethical mentors and supervisors, managers & owners that supported my actions to turn away from the unethical reques
These differences result in men and women responding to marketing messages differently:
• the type of advice they seek and from whom,
• their exercise and recreation activities,
• the way they manage and feel about money, and
• the appeals that influence them.
Thus, targeting a gender with marketing messages can make those messages more relevant and more appealing to market members.
5. What are their national origins and cultural distinctions?
Not only do non-Caucasians differ from Caucasians, they also differ significantly between people of other national origins and cultural backgrounds. Not only do they differ between groups, they also differ within groups.
For instance, assuming that all Hispanic Americans can be reached effectively with the same message is a myth. Overcoming this and other myths in mandatory for effective communications. In reality, cultures, attitudes, and communication preferences for Hispanics from Mexico, the Caribbean and Puerto Rico differ considerabley.
Business owners can improve their marketing and other messages by segmenting by age, education level, occupation, education, gender, national origins and cultural distinctions.
These characteristics and more are discussed in a free report, on Morton’s Matrix Market Segmentation process. It explains the process, moves step-by-step through it, and demonstrates it with Internet users. The free report is available at www.TargetPublics.com.
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