Archive | May, 2012

Online Marketing for Small Businesses – Case Study Bead Store

May 25, 2012


The web is full of small business websites and it is no surprise that everyday thousands of businesses come up with their own website to harness the power of Internet. In today’s expensive age, online business and its promotion seems like the quickest and cheapest business setup environment.

One such small business that has captured my recent attention is online jewellery stores and among them specifically beads. Beads are very common, from simple bracelets to bridal charms, they easily find their place on your hands. Surprisingly they even were used by Native Americans in religious and spiritual ways.

Now with the business of beads going online, the creativity has increased. People can customize beads to their style and get it delivered to their homes. But not all the websites know how to market such a small commonly available product effectively and create a unique presence.

While I was approached by a friend who owns an online bead store for advice, I started thinking of putting down a marketing strategy that could help not just one but many out there who have a similar website:

  • Create an online community about your beads focusing on building a relation with all your users.
  • Assess and create profiles on all the leading social networks such as Facebook, Blog, Twitter, Youtube, etc.
  • Prepare a content strategy as part of an integrated marketing communication plan so that same message is communicated on all online media channels at the right time in the right way.
  • Harness the benefits of Facebook competitions and Twitter competitions. Free giveaways are always successful.
  • Directly interact with your fans and followers. Take their advice and suggestions to make them feel special.

Go online and build all sorts of relations. Participate in your community, make friends, develop every kind of relationship you can. Its hard work, but worth it in the end. Enjoy talking to your fans and members of the community and show passion for your work and products.

Online marketing techniques change all the time, but the key is to focus on your goals and not jump in every different direction.

Please share below if you have a bead store and how do you keep up with the online media?

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40 Under 40! First Annual Award for Marketing Professionals

May 21, 2012


Direct Marketing News is accepting nominations for its first “40 under 40 Direct and Digital Marketers” event. It aims to honor the brightest and ambitious talented professionals in digital marketing.

The talented professionals will be chosen from all direct and digital marketing fields such as social media, search marketing, data analysis, CRM as well as e-commerce.

Entrants must be employed in direct or digital marketing industry and be 40 or younger as of August, 2011. To participate, visit here. Last date for entries is June 4.

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Top 5 Executives Who Faked Their Resume

May 18, 2012


Recently we all heard of Scott Thompson who faked his resume and ended up losing his job as the CEO of Yahoo. It is common for junior level employees to fake their resumes for jobs but it is really not expected that CEO’s and people from top management would do so. Here are some executives who during their career have faked their own resumes:

  • Bruno Sorrentino- Head of IT & Director of Research, Telstra

Dr. Bruno Sorrentino was hired in August 1993 by Telsra. As per his resume, he had 30 years of experience, 3 professional degrees including a PhD in Physics from Imperial College, London. Impressive, isn’t it. Unfortunately in October it was discovered that he in fact never attended Imperial College.

Sorrentino’s resignation immediately followed stating “personal reasons”.

  • Jeffrey Papows- CEO, Lotus Software

Jeffrey Papows, CEO of Lotus Software with an amazing track record of generating 30% increase in sales during his 4 year tenure with Lotus. His resume mentioned him as an aviator for the US Marines which he left as a Captain. He also had a black belt in Tae Kwon Do and he was so successful even though he was orphaned at a very young age. He had a PhD from Pepperdine University, California.

There was some skepticism about his resume and Wall Street Journal began digging into him. It was discovered that every single thing mentioned above was a lie. As per Marines, Papows was an air traffic controller. Moreover, his parents were still alive. He never had a black belt and no PhD either. He later resigned from IBM in 2000.

  •  Ken Lonchar- CFO, Veritas Software

Ken Lonchar, who had been a CEO with Veritas Software resigned in 2002 after being with the company for 5 years. In his case the MBA degree from Stanford which was mentioned in his resume was fake.

  • Dave Edmondson- CEO, RadioShack

This one is a shocker. After serving in RadioShack since 1994, Dave Edmondson became the CEO of the company. His resume stated that he had degrees in Psychology and Theology from Pacific Coast Baptist College, California.

When the Fort Worth Star-Telegram began to look into this found out that Edmonson only completed two semesters and moreover, the college didn’t offer any degree in Psychology.

He later resigned in 2006.

  • Laura Callahan- Deputy CIO, US Department of Homeland Security

It is one thing to fake in private organizations, but to fake in the Department of Homeland Security is something serious. Imagine a department that is responsible to keep terrorists away from USA has employees with fake resumes. Laura Callahan mentioned having a PhD and kept reminding everybody to call her as Doctor. As she didn’t have good relations with her colleagues, one of them, Richard Wainwright did some investigation. He found out that Callahan’s “doctorate” had been issued by a diploma mill, an unapproved body that sells degrees. She resigned in 2004.

To everyone’s surprise when later US government did some investigation, they found out that almost 500 other employees had done similar things on their resumes.


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Yahoo Again Having Issues with the CEO?

May 14, 2012


Since 2009 search giant Yahoo has been unable to get a stable CEO on board. First it was Carol Bartz and now it is Scott Thompson. Carol was fired due to a poor performance while Scott resigned within 4 months of his tenure due to the scandal with his resume last week.

I wonder that a company as big as Yahoo who just cannot find the right CEO to run the operations, how does it intend to stay in competition with big competitors such as Google. I think it’s time they sit down and find the right person once and for all.

Thompson’s resume wrongly stated that he received an accounting and computer science degree in 1979 however, he only received accounting degree. A mistake which cost him his job as the CEO of Yahoo. The 54 year old Scott, apologized but it was probably too late as on Sunday Yahoo announced their interim CEO, Ross Levinsohn.

Looks like the company is in a lot of trouble, falling search market share, decline in ad revenue and now CEO’s changing so frequently. Let’s just hope for the best for the company!

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World’s Longest Banner Ad

May 7, 2012


You’ve probably never seen a banner ad as long as the one made by Stride gum. The gum claims to be a very long lasting gum and to highlight the same they created a long banner ad.

You might find it ridiculous, but the ad won a webby award.

The banner ad challenged its users to click and hold the target area as long as possible to win $500. In the process, they would throw all sorts of distractions to not let you win. It’s a great concept and worth the win. The longest record was 46 minutes and 27 seconds.

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