Nation Branding and Place Marketing – VII. Marketing Implementation, Evaluation, and Control

Nation Branding and Place Marketing – VII. Marketing Implementation, Evaluation, and Control

VII. Marketing Implementation, Evaluation, and Control

How can a country (region, state, city, municipality, or other polity) judge the efficacy of its attempts to brand or re-brand itself and, consequently, to attract customers (investors, tourism operators, bankers, traders, and so on)?

Marketing is not a controlled process in an insulated lab. It is prone to mishaps, last minute changes, conceptual shifts, political upheavals, the volatility of markets, and, in short, to the vagaries of human nature and natural disasters. Some marketing efforts are known to have backfired. Others have yielded lukewarm results. Marketing requires constant fine tuning and adjustments to reflect and respond to the kaleidoscopic environment of our times.

But maximum benefits (under the circumstances) are guaranteed if the client (the country, for instance) implements a rigorous Marketing Implementation, Evaluation, and Control (MIEV) plan.

The first task is to set realistic quantitative and qualitative interim and final targets for the marketing program – and then to constantly measure its actual performance and compare it to the hoped for outcomes. Even nation branding and place marketing require detailed projections of expenditures vs. income (budget and pr-forma financial statements) for monitoring purposes.

The five modules of MIEV are:

1. Annual plan control

This document includes all the government’s managerial objectives and (numerical) goals. It is actually a breakdown of the aforementioned pro-forma financial statements into monthly and quarterly figures of “sales” (in terms of foreign direct investment, income from tourism, trade figures, etc.) and profitability.
It comprises at least five performance gauging tools:

I. Sales analysis (comparing sales targets to actual sales and accounting for discrepancies).

II. Market-share analysis (comparing the country’s “sales” with those of its competitors). The country should also compare its own sales to the total sales in the global market and to sales within its “market segment” (neighboring countries, countries which share its political ambience, same-size countries, etc.).

III. Expense-to-sales analysis demonstrates the range of costs – both explicit and hidden (implicit) – of achieving the country’s sales goals.

IV. Financial analysis calculates various performance ratios such as profits to sales (profit margin), sales to assets (asset turnover), profits to assets (return on assets), assets to worth (financial leverage), and, finally, profits to worth (return on net worth of infrastructure).

V. Customer satisfaction is the ultimate indicator of tracking goal achievement. The country should actively seek, facilitate, and encourage feedback, both positive and negative by creating friendly and ubiquitous complaint and suggestion systems. Frequent satisfaction and customer loyalty surveys should form an integral part of any marketing drive.

Regrettably, most acceptable systems of national accounts sorely lack the ability to cope with place marketing and nation branding campaigns. Intangibles such as enhanced reputation or investor satisfaction are excluded. There is no clear definition as to what constitute the assets of a country, its “sales”, or its “profits”.
2. Profitability control

There is no point in squandering scarce resources on marketing efforts that guarantee nothing except name recognition. Sales, profits, and expenditures should count prominently in any evaluation (and re-evaluation) of on-going campaigns. The country needs to get rid of prejudices, biases, and misconceptions and clearly identify what products and consumer groups yield the most profits (have the highest relative earnings-capacity). Money, time, and manpower should be allocated to cater to the needs and desires of these top-earners.

3. Efficiency control

The global picture is important. An overview of the marketing and sales efforts and their relative success (or failure) is crucial. But a micro-level analysis is indispensable. What is the sales force doing, where, and how well? What are the localized reactions to the advertising, sales promotion, and distribution drives? Are there appreciable differences between the reactions of various market niches and consumer types?

4. Strategic control

The complement of efficiency control is strategic control. It weighs the overall and long-term marketing plan in view of the country’s basic data: its organization, institutions, strengths, weaknesses, and market opportunities. It is recommended to compare the country’s self-assessment (marketing-effectiveness rating review) with an analysis prepared by an objective third party.
The marketing-effectiveness rating review incorporates privileged information such as input and feedback from the country’s “customers” (investors, tourist operators, traders, bankers, etc.), internal reports regarding the adequacy and efficiency of the country’s marketing information, operations, strengths, strategies, and integration (of various marketing, branding, and sales tactics).

5. Marketing audit

The marketing audit is, in some respects, the raw material for the strategic control. Its role is to periodically make sure that the marketing plan emphasizes the country’s strengths in ways that are compatible with shifting market sentiments, current events, fashions, preferences, needs, and priorities of relevant market players. This helps to identify marketing opportunities and new or potential markets.

The Encyclopedia Britannica (2005 edition) describes the marketing audit thus:

“… (I)t covers all aspects of the marketing climate (unlike a functional audit, which analyzes one marketing activity), looking at both macro-environment factors (demographic, economic, ecological, technological, political, and cultural) and micro- or task-environment factors (markets, customers, competitors, distributors, dealers, suppliers, facilitators, and publics). The audit includes analyses of the company’s marketing strategy, marketing organization, marketing systems, and marketing productivity. It must be systematic in order to provide concrete conclusions based on these analyses. To ensure objectivity, a marketing audit is best done by a person, department, or organization that is independent of the company or marketing program. Marketing audits should be done not only when the value of a company’s current marketing plan is in question; they must be done periodically in order to isolate and solve problems before they arise.”

Differences between Utility and Sport ATV’s

Differences between Utility and Sport ATV’s

At first glance, it’s easy to tell Utility and Sport ATV’s apart, and many people will eliminate one class of these quads solely on appearance. However, other than size, there are some important differences between Utility and Sport quads that you might want to take into consideration if you are looking for a new ATV, or the next time you go riding.

If you’re looking to do some work, or take a quad deep into uncharted wilderness, a Utility ATV with a winch is probably the best choice for you. Although Utilities are perhaps not as extreme as a Sport quad on level ground, Utility quads can crawl over or through terrain and mud that would swallow a Sport quad alive. Although the additional size, weight, and low end torque, not to mention the optional four wheel drive, give utility quads a huge edge in dicey terrain, there are many other features that allow a Utility get through the really rough stuff. Many Utilities have a locking differential to climb out of deep mud holes and other situations where traction is a problem. The differential will either make all the wheels turn at the same speed or shift torque to the wheels that aren’t slipping. Most Utility quads also have independent suspension on all four wheels, allowing it to keep in contact with the ground and keep you in control no matter where you’re at. In most utilities, the suspension is tuned to give a soft and predictable ride that insulates riders from bumps in the trail. These features draw many people to Utility quads, especially if they plan on using it for hunting or work around the farm. However, many people overlook Sport quads, even though they may be more suited for their riding style.

If you want to have the power and performance to simply pull away from your buddies on the trail, or carve a corner like you never thought possible, you should try a sport quad. Sport quads are engineered for quick acceleration and bursts of speed. Sport quads are designed to be run hard for optimal performance, and can stand up to hours of high-speed riding. The gearing is aggressive and the suspension is stiff for digging into corners, which is one of the complaints that many people have about Sport quads. However, you can adjust the tension and range of your suspension to give you a stiffer or softer ride, but if you soften the ride you will inevitably get more body lean and less performance. One factor not to be overlooked is the ease of getting a Sport ATV airborne and landing it gracefully. Some people can land jumps that put them over 100 feet in the air or do a back flip with small and maneuverable Sport ATVs. Although you may not feel up to flipping an ATV under any circumstances, hitting jumps is a lot of fun once you get comfortable.

Utility quads were originally designed to be worked, but recent years have seen Utilities get a lot sportier and more suited to recreational riding. Sport quads are also getting more user friendly, which gives them more appeal. Although each category of ATV has its advantages and disadvantages, in 2006 Yamaha made a very successful attempt at bridging the gap between Sport and Utility ATV with their 450 Wolverine, which combines the best features of both classes of ATVs. It is a light ATV with sport-like handling, but it has four-wheel drive and is balanced for high speed performance, but has the comfort and low-end power for rough terrain.

Essentially, Utility and Sport quads have different angles on how to have fun off-road. Sport bikes are designed for all-out speed and handling, while utilities seem like a Cadillac in comparison-they’re bigger, heavier, slower, but much more comfortable to ride. The type of ATV that is best for you will depend on your riding style, and how far you want to push you quad and what kind of obstacles you want to use to test the limits of your quad. However, with the popularity of Yahama’s Wolverine, you can expect to see several crossover ATV’s in the next couple years.

From Bumbling Bosses to Cranky Co-Workers

From Bumbling Bosses to Cranky Co-Workers

I’ll be the first to admit that I hated my job. It took many years for me to come to this realization since I kept accepting promotions in the hopes that the awful ache inside of my chest would go away. This ache was not a medical condition … it was me longing to have a career where I could be happy.
I tried to ignore these feelings but instead, the ache became more intense. I expressed to my friends that I was unhappy with my job as a pharmaceutical representative and they told me that I was crazy for wanting to leave such a well-paying job. I became frustrated because I realized that I was going to have to figure this one out on my own.
Now, I am in a career that I love. Ironically, I dedicate my life to assisting others find their dream job. Here are a few tidbits that I teach my clients.
Consider journaling. In journaling, you are able to express your pent up frustrations that you may be feeling about your clients, co-workers or the organization for whom you work. You can also find hidden passions, desires and talents. The best way to journaling is to ask yourself a series of questions. For example, “How did I end up in a profession that I dislike?” and “What is keeping me in my job?”
Too often, people end up in a career that they dislike because they heard that it paid well or perhaps their parents encouraged them to pursue a financially “safe” occupation such as accounting, law or medicine. In other cases, individuals decided to follow the same profession as their parents. Some people say that they have too much debt or a lifestyle to maintain while others say that they just simply rely on their steady paycheck.
Another question for you to you ponder is, “If I had one year to live and I could have any job, what would I do?” Many times, we already know the answer to this question. However, we tend to ignore our passions and dreams because we put limitations on ourselves. We think things like, “I won’t get paid as much” or “It will take me forever to begin my own business.”
After you have discovered your deepest dreams, make a list of the resources and skills that you must possess in order to perform your new job and create an action plan. Recognize that individuals only need to commit one hour, everyday. This one hour will give you the strength to keep the occupation that you hate while you work towards attaining a career that you love.

States Lottery Basics

States Lottery Basics

For those who dream of quitting their jobs and being independently wealthy, the lottery is an affordable way to take some chances and move toward a goal. Lotteries have been a great support to those aspiring to be great through the stroke of luck. The lotteries have been a source of income to the people who believe that the lady luck is on their side. Though based on sheer probability the game is all over America to the effect that with t $1 to $5 ticket you can win up to $100,000. This surely is tempting and thus is the charisma of lottery.
The different states of United States of America have different patterns of lotteries and they have different types of ceiling and winning amounts too. Many states allow the players lottery in advance. If they have a favorite set of numbers, they can pay in advance to have their numbers played in the same game for weeks in a row. With such discounted terms the people are allured in to betting on the favorite number over and over again. Thereby increasing their chances..
The high end lotteries are mostly interstate lotteries. There is a provision for the game to be spread over a number of states. The popular games like Powerball, Mega Millions and Hot Lotto have gained high following as they have been a source of very high rewards to the players. With the amount of prize money increasing, the chances of winning also multiply and thus many people are seen to follow the interstate extravaganza rather then local games. Over two thirds states in United States of America have different local games and they can make a person win up to $500 daily.
The whole concept of playing the game is about getting the nearest match to the number in your lottery. There is no trick involved. Its sheer luck and only luck that can get some return to the ticket buyer. The person has an incentive because the prizes may range from $5 to $100,000 and for a ticket of $1 to $5 who would not be driven to give in to the bet.
The lottery licensees are generous in many states but not in all at times the outflow in prizes may stretch up to 75 % of the collection. While keeping the matching concept of the lottery ticket the organizers dole out huge sums in prizes. In most cases the maximum matching ticket gets nearer to the Jackpot. The hundred percent match is the Jackpot winner. the prize would decrease as a ticket is remote from the drawn numbers.
The system is flawless as there are picking up machines that will decided the winning combinations and the machines have no human indulgence. At times the drawing of the number is shown live on television and thus they try to make it as transparent as possible. The system of carry over of the prize amount is also prevalent. The prize money of each lottery jackpot starts at one big amount say $100,000. this amount will grow up to the time until a person wins it. Thus the incentive to play at the later stages is far more then at the beginning. The prize money has reached an exorbitant $193 million in the state of California.
Another type of lottery is on the racecourse. Although there is a lot of glamour and lights are attached to the show but a common man is equally attracted towards it. The bets include the betting on the race time, the winner of the race to the favorite horse in the competition.
It can be seen that in all states of the United States of America the small tickets of $1 are fetching millions and lotteries have become a regular investment for some people. This is surely to remain a mainstay of people’s aspiration. Wanna bet…!!!

Free Gambling

Free Gambling

You desire it cost-free, eh? Well, the most effective points worldwide are expected to be complimentary and also I presume that consists of betting. There is absolutely nothing even more amazing than the thrill of blood in your head as well as body when you experience winning a straight touch yet I bet, the exhilaration would certainly double as soon as you delight on complimentary betting?

Prior to, cost-free gaming does not exist due to the fact that you must reveal the various other gamers that you have the cash to wager prior to the video games can begin. Currently, many thanks to creation of web and also computer systems, cost-free betting currently exists. Points initially, any kind of individual listed below 18 years old are not permitted to wager neither totally free betting neither paid one.

In cost-free gaming in the net, one can select from the various kinds of video game readily available in the net. The only disadvantage below is that the attributes for totally free gaming are typically minimal due to the fact that it is cost-free. If you are simply a novice in the globe of net betting, after that it would certainly be recommended to sign up with cost-free betting websites.

Pacific casino poker is a kind of totally free gaming website that delights the gamer with the video game of texas hold’em. One more one is 888 Casino which supplies cost-free betting video games especially online casino video games or video games discovered in casino sites. Various other video games that can be discovered in cost-free gaming websites are horse-racing wagers, truth TELEVISION programs, globe mugs, Saturday suits as well as the climate.

Free betting is enjoyable however it can often be habit forming. For an individual that is simply brand-new in betting, take your time to exercise as well as find out yet do not allow complimentary betting eat you. Attempt to stabilize your life as well as check out cost-free gaming as an option and also enjoyable method to live life as opposed to living your life for cost-free gaming.

The only disadvantage right here is that the attributes for totally free gaming are commonly restricted since it is cost-free. If you are simply a newbie in the globe of web betting, after that it would certainly be suggested to sign up with cost-free betting websites. One more one is 888 Casino which uses complimentary betting video games especially casino site video games or video games discovered in casino sites. For an individual that is simply brand-new in betting, take your time to exercise as well as discover yet do not allow totally free gaming eat you. Attempt to stabilize your life and also watch cost-free betting as an option as well as enjoyable means to live life instead than living your life for the purpose of cost-free betting.

Dependency: When Gambling Becomes a Problem

Dependency: When Gambling Becomes a Problem

While lots of people take pleasure in casino site betting, sporting activities wagering, lotto game as well as bingo betting the enjoyable as well as exhilaration it offers, others might experience betting as a distractive as well as habit forming behavior. Data reveal that while 85 percent of the grown-up populace in the United States appreciates some kind of betting each year, in between 2 as well as 3 percent of will certainly establish a gaming issue and also 1 percent of them are detected as pathological bettors.

Where can you draw a line in between safe gaming to issue gaming? Exactly how can you inform if you or your buddy are uncontrollable casino players? Right here you can locate response to these inquiries and also various other inquiries concerning issue gaming and also gaming dependency.

What is the Meaning of Problem Gambling?
Issue betting or uncontrollable betting is specified as an unmanageable impulse to bet regardless of the damaging result of wagering on the casino players life as well as regardless of sensations of shame and also sorrow. Trouble betting often tends to have an adverse result on the bettors monetary state, partnerships and also every day life. Serious situations of issue betting can be specified as pathological betting.

Am I a Compulsive Gambler?
1) Do you wager up until your last dime goes out?
2) Do you bet to recover your previous losses or financial obligations?
3) Did you ever before needed to obtain cash to proceed wager?
4) Did your betting behavior ever before made you exist to your close friends or household?
5) Did you ever before avoid job or various other commitment to bet?
6) Do you often tend to wager to ignore your individual troubles or to commemorate delighted events?
7) Does gaming have an unfavorable affect on your life or partnerships?

You have an issue if you have actually addressed indeed on at the very least one of the concerns detailed above.

Can Anyone Become a Compulsive Gambler?
Any type of bettor can create gaming trouble no matter to the kind of betting he is inhabited with, the quantity of cash and also time he is investing on betting. Gaming dependency is a psychological trouble; its signs and symptoms, triggers and also therapies are comparable to any type of various other kind of dependency.

Just how Can I deal with Gambling Addiction?
1) Group Therapy:
Bettors Anonymous uses a 12 action self assistance program comparable to the one provided to alcohol addicts in Alcoholics Anonymous. Team treatment additionally provides gaming addicts guidance and also assistance from specialist therapists and also various other wagering addicts in various stages of their recuperation procedure. Bettor Anonymous facilities are readily available in greater than 1,200 areas statewide.

2) Individual Therapy:
Cognitive or behavior modification can assist betting addicts to recognize their not aware reasoning and also acting patterns, which led them to bet compulsively, and also to change them with manageable as well as much healthier point of views.

3) Psychiatric Medication:
It has actually just recently been confirmed that antidepressant drugs from the household of SSRIs, careful serotonin reuptake preventions can be affective in therapy of wagering addicts.

Where can you attract the line in between safe gaming to issue gaming? Right here you can locate solutions to these inquiries as well as various other inquiries relating to trouble betting and also gaming dependency.

Issue betting or uncontrollable gaming is specified as an irrepressible desire to bet in spite of the damaging impact of betting on the casino players life and also in spite of sensations of shame and also regret. Serious instances of trouble betting can be specified as pathological gaming.

Any kind of bettor can establish gaming trouble no matter to the kind of betting he is inhabited with, the quantity of cash as well as time he is investing on gaming.

The History Of Lottery

The History Of Lottery

Lottery games have actually been with us for a very long time. They presume back that they’re stated in the Bible, and also Caesar himself is recognized to have actually motivated lotto video games in Rome to assist spend for repair that required to be performed in the city. Tale has it that also the Great Wall of China was spent for by the earnings of lotto game video games.

In middle ages times, Europe was a hotbed of lotto game task. In 1420, locals of the French community of L’Ecluse made a decision to adhere to Caesar’s lead by utilizing a public lotto to aid increase cash; this time around to boost the community’s defenses. Philanthropic reasons triggered authorities in the Belgium city of Bruges to hold a lotto in 1466 to increase cash for the clingy as well as bad.

In the very early 16th century, the Italians captured lotto high temperature when they presented the suggestion of a ‘number’ lottery game in Florence. Remarkably, words ‘lotto’ is believed to stem from the Italian ‘lottery’, which merely suggests “destiny”.

Aristocracy captured on to lotto’s moneymaking possibility in 1520, when King Francis I of France held the initial ever before state lotto game. Forty years later on, in the 1560s, lotto high temperature went across the English Channel when Queen Elizabeth I made a decision to hold her very own state lottery game to elevate cash to boost England’s troubling harbors.

The lotto game obtained in appeal in England over the following 2 centuries. The British Museum in London, today among the finest worldwide, was in fact begun on the earnings of a lottery game in 1753.

Lottos were specifically preferred in the New World in the 18th century. Benjamin Franklin made use of one to spend for the cannons that aided win the American War of Independence, as well as they were likewise utilized to pay cash to the military. The Mountain Road, among the crucial courses right into the west from Virginia, was spent for with a lotto arranged by George Washington.

People liked them as well; Thomas Jefferson (the 3rd U.S. President) offered a lot of his building with a lotto game system. Much of America’s historical institution of higher learnings were at first established with the profits of lottos. Most significantly, these consist of a number of the colleges in the respected Ivy League.

Within the last number of centuries, lotto games have actually been legislated as well as carried out in basically every nation worldwide. As the varieties of individuals playing ended up being larger, so do the rewards; a prize in the USA’s Big Game lotto in 2000 got to $363 million.

They go so much back that they’re pointed out in the Bible, and also Caesar himself is understood to have actually motivated lotto video games in Rome to aid pay for repair service job that required to be done in the city. In 1420, locals of the French community of L’Ecluse made a decision to comply with Caesar’s lead by utilizing a public lottery game to aid increase cash; this time to boost the community’s defenses. Aristocracy captured on to lotto’s moneymaking possibility in 1520, when King Francis I of France held the very first ever before state lottery game. Forty years later on, in the 1560s, lottery game high temperature went across the English Channel when Queen Elizabeth I determined to hold her very own state lotto game to increase cash to boost England’s troubling harbors.

Physical Fitness And Extreme Mountain Biking

Physical Fitness And Extreme Mountain Biking

The name Extreme mountain biking itself defines the intensity of this sport, although similar to mountain biking it is a complete new adventure sport. Equipments required are basically the same but a few additions are made owing to the risk involved. The Right attitude towards this sport and a fit body can help you master this sport with ease.

The name Extreme mountain biking itself defines the intensity of this sport, although similar to mountain biking it is a complete new adventure sport. Equipments required are basically the same but a few additions are made owing to the risk involved. The Right attitude towards this sport and a fit body can help you master this sport with ease.

The Extreme Mountain Biking Guide

The one adventure that is gaining popularity recently is Extreme Mountain Biking. It is basically a little tougher version of our regular mountain biking. In extreme mountain biking the riders are subjected to more tougher terrains and steeper slopes. The extreme nature of this sport makes it necessary for the riders to be in good physical shape.

The must haves for Extreme Mountain biking

Like all other adventure sports, extreme mountain biking requires you to have certain necessary equipments before venturing out to try this sport. Undoubtedly, the most important among these things is the bike itself. Selection of the bike mainly depends on the type of terrain and the cost. These bikes are definitely expensive so you have to be ready to shell out that extra amount, until and unless you don’t mind using a second hand bike, which is definitely not advisable.

The risk involved in Extreme mountain biking is comparatively higher than regular mountain biking. So for the rider’s personal safety, it is a must for him to wear a strong helmet. The rider’s helmet is the only protection for his head in case of a fall, even the most experienced riders never venture out with out wearing one and will advise you to do the same.

The clothing used for extreme mountain biking is specifically designed to provide more comfort to the rider. Unlike regular mountain biking clothes, which are usually body hugging, these outfits are very much different, they are basically loose and are made from thin fabric.

Getting Prepared

Just having all the necessary equipment and other gears is not enough to take up such a challenging sport. Extreme mountain biking is basically a very physically demanding sport, therefore it is extremely important to be in absolutely good physical condition. Undergo rigorous training and doing proper workout with proper diet will definitely help to build up the required strength and stamina.

Although, extreme mountain biking is a very extreme and dangerous sport, it can be great fun, and also a good form of exercise for the whole body. Extreme Mountain biking can definitely prove to a lifetime experience, if all the safety precautions and guidelines are properly adhered to.

Education vs Sales-Based Marketing

Education vs Sales-Based Marketing

What’s the single most important process determining whether or not your coaching business is successful?

The correct answer to this question can completely change your coaching business forever. It can change your perception of your business. It can change your focus in your business. It can change how you go about operating your business. And most importantly, it can determine the success or otherwise of your business.

We asked dozens of coaches this question and got a broad array of responses. But only 4% of them were even close to the mark! Most coaches answered: quality service; number of clients; pricing; branding; advertising copy.

…And whilst all these issues are critical, the single most important process is your marketing methodology. Whilst you must have all the other elements as well, it’s your marketing methodology that ultimately determines the success or otherwise of your business.

Let us explain…

Nearly all coaches use a marketing methodology that’s a sales-based marketing methodology. This is understandable as most traditional marketing methods teach sales-based marketing methods. We’re all impacted by sales-based marketing at every turn – on TV, newspapers, magazines, billboards, radio – everywhere. And when coaches research marketing methods, they are most likely to learn about traditional sales-based marketing methodologies – print ads (in newspapers, yellow pages, journals, magazines etc), direct telephone calls, radio, flyers, direct mail letters, etc.

But there are several extremely powerful forces at play against coaches employing a sales-based marketing methodology…

Most coaches invariably feel uncomfortable delivering a ‘sales pitch.’ Coaches generally have better technical skills than marketing skills. They’re therefore uncomfortable talking about themselves and endorsing the quality of their product. This means they don’t close, and comes across to prospects as a general lack of confidence in themselves, and their product and service.

Sales marketing is extremely expensive – narrowing your net margin on your service. The more you spend to get a client the less net profit you’ll retain at the end.

Generally people are very sceptical and defensive against sales approaches. This exponentially increases the barrier of making a sale. When you employ a sales-based marketing method, most prospects have already closed themselves off to learning about your services due to their natural tendency to put up a defence against sales-based marketing.

There is no trust and rapport built through a sales-based marketing approach. For a prospect to buy from you, there needs to be an element of trust. Your prospect needs to trust that you can deliver on your promises and that they’ll gain a positive return on their investment. This level of trust is extremely difficult to build through a sales-based marketing approach.

You build no reciprocal obligation on the prospect to investigate your offer or purchase from you. It’s a natural human tendency to reciprocate in kind what’s been given to you. You can not build reciprocal obligation through sales-based marketing.

You attract price sensitive shoppers and ‘tyre kickers’ that take up a lot of your time and result in extremely low conversion.

It’s difficult to maintain contact with prospects for long enough to build rapport and trust – it generally takes 4 to 6 contacts before a prospect will buy from you.

So, we can hear you shouting “If sales-based marketing is not going to be effective, what’s my alternative to get clients?”

And the answer is… Education-based Marketing. Education-based marketing is simply the process by which you attract and convert highly-qualified clients by giving them what they want – valuable information and advice that solves their problems – and removing what they don’t want, a sales pitch.

Education-based marketing is generally undertaken by delivering Credibility Marketing techniques such as public speaking, information based teleclasses, publications, networking, hotlines, free educational give aways (such as reports, assessments, tools, ecourses), etc.

As opposed to sales-based marketing, education-based marketing means…

– You give your prospect what they really want – highly valuable information. And you take away what they don’t want – a sales pitch.

– You maintain your dignity and feel good about yourself as you never make an effort to sell.

– Your brand recognition and respect will skyrocket! Education-based marketing is the ultimate brand builder. By positioning yourself as the ‘expert’ or ‘specialist’ by solving, through your education products, the most pressing issues your niche confronts. You become the only logical choice in your market.

– You can establish yourself as a credible authority as prospects depend on you as a reliable source of valuable advice.

– You significantly reduce your marketing costs – and can in fact get paid to market yourself. This vastly compounds the net worth of every client you attract – you can actually earn double the net profit with only half the clients!

– You don’t have to seek out new prospects – prospects come to you (to have their problems solved).

– You can maintain (mutually beneficial) contact with your prospects through the sales process because they don’t feel pressured by a sales pitch and value your information and advice.

– You reach prospects early during the first stages of their decision making process.

– You attract ‘moderately interested’ prospects that may otherwise be afraid to call you but are not afraid to request your information.

– Due to the high level of trust and rapport built early on you’ll be perceived as an adviser, not a salesperson, making added-value sales dramatically easier.

– You dramatically increase your referrals from prospects as they feel loyal to you – due to a relationship built on trust and reciprocal obligation and your efforts to help them – even if they don’t hire you! And your referrals will come much earlier in your relationship.

– You gain compounded advantage as your information is passed freely between prospects within your niche.

– You gain a competitive advantage because not many competitors are using education-based marketing.

– You achieve a highly leveraged advantage as you can put forward your marketing even when you are not present.

– You save valuable time as you often are delivering your message directly to your most highly qualified target audience.

As you can see, education-based marketing is the exact opposite to sales-based marketing, and can make an extraordinary difference to your business, and your enjoyment of ‘doing’ business. So, ask yourself, “How much education-based marketing am I currently doing?” and “How can I develop a marketing plan significantly comprised of education-based marketing methodologies?”

The Demand for Dental Assistants

The Demand for Dental Assistants

Dental Assistants are essential to the field of dentistry. They work hard to make sure all the dental tools are cleaned properly, patients feel comfortable, and they assist Dentists and Hygienists with dental procedures. In addition, they help with lab work and are trained in medical emergency procedures. Combined, these duties require individuals who are energized and ready to help others. Dental assistants much be effective communicators and fast learners.

The demand for dental assistants continues to grow. Many people are taking more of an interest in their oral hygiene now than ever before. Since people are living longer, their teeth are requiring more preventative care as well as dental procedures. Dental technology has also made procedures less painful. As a result more people are willing to go in for dental services. Another area is the market for cosmetic dentistry. People are going to dental facilities to get their teeth whitened and to improve the shape of their teeth.

There are over 280,000 Dental Assistants currently employed Nationwide. Most of these Dental Assistants are working in dental offices. A small portion work in government agencies, prisons facilities, and physician offices. Many Dental Assistants are working in more than one dental office due to the demand for more Dental Assistants. The potential for this occupation is better than most other medical fields. It is anticipated that it will be one of the top contenders in growth through 2012.

There are many job opportunities for Dental Assistants in the market already. This means almost all Dental Assistants who complete a training program will secure employment immediately. This job market is Nationwide, so relocation for employment is a great possibility for those who are interested. In some instances, the employer will assist you with relocation costs.

Many individuals choose to enter the field of Dental Assistant because of the job market outlook and the rate of pay. On average, Dental Assistants earn $13.62 per hour as a new employee without any job experience. The highest noted starting rate Nationwide is in New York at $19.97 per hour. Considering the minimum wage in most states, the starting pay for Dental Assistants is at least double. That is a great incentive to pursue a career as a Dental Assistant.

Pursuing a career as a Dental Assistant can be a perfect career move. It will provide you with the opportunity to work with people, allow you to explore the dental profession, you will have not trouble securing employment, and the pay is great. You will also have standard working hours with paid Holidays. Most dental assistants receive discounted or free dental care for themselves and their families. Keeping all this in perspective, the demand for Dental Assistants is a great motivation to take a look into the career options.

To find out more about Dental Assistant programs in your area, contact you State Dental Board or your local colleges. You can also find great information on such programs via the internet. It is very important that you make sure any program you are considering is accredited in your state. Most programs can be completed in 12 to 24 months. Tuition assistance and scholarship programs are available. Most Human Services programs will assist with the cost of programs that can be completed within 2 years and that there is a job market for.