ETD: 916 Local Search; Plan WAY Ahead On Marketing; Luxury
Consumers Are Indifferent to Rising Gas Prices and Threat of Bursting
Housing Bubble
E-Tailer's Digest
etd_post at gapent.com
Tue Aug 30 01:41:51 GMT 2005
E-Tailer's Digest --- Everything for the Retailer
Issue #0916 August 30, 2005
George Matyjewicz, Moderator mailto:georgem at gapent.com
Published by: GAP Enterprises, Ltd. http://www.etailersdigest.com
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CONTENTS
[1] Greetings
[2] Local Search
[3] Plan WAY Ahead On Marketing
[4] Luxury Consumers Are Indifferent to Rising Gas Prices and Threat of
Bursting Housing Bubble
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[1] Greetings.
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Hi All:
We have some follow up comments on local searches by two list
members. Very interesting stuff.
Dr. Kevin Nunley is a leading marketing guru who writes some excellent
material. Today he gives some tips on planning ahead on marketing.
Pam Danziger has more excellent information on the luxury market. She also
offers two FREE reports on the luxury market (one is 2,000 words and the
other 3,500 words).
How about some comments from you?
Now, let's get to everything for the retailer.
Sincerely
George Matyjewicz, PhD
Chief Global Strategist, GAP Enterprises, Ltd.
mailto:georgem at gapent.com
http://www.etailersdigest.com
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[2] Local Search
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> While it may be the next big thing, the problem is that local search is
> exceedingly complex. Despite the heavy competition, there are many
> innovative companies emerging to take on the challenge.
George, I have a very simple, very easy to set up concept for local search
which I've tried to get people interested in. We could have our first
customer up and running tomorrow if you sold it. All I keep getting from
the systems administrators, Internet gurus, and the like is "The web is NOT
local!" Meaning, you're an idiot, GO AWAY!
I invented a hypertext web-type browser like system in 1982, demonstrated
it to IBM and many others with practically zero interest. It was so simple,
we printed the entire manual on the back of our business card -- in the
same sized print everyone uses on the front!
Retailers, on the hand other... Some screamed red faced that we would
steal all their training revenues. (When I mentioned our target retail
price of $49.95, I actually had to run out of one store in fear for my
safety! They wanted to sell it for $2,000. I was an idiot! I should have
said yes!) Sales people loved it because it was so easy to set up systems
for customers; but told me that they were warned that if they EVER touched
that thing again, they would be fired on the spot! No store wanted to make
computers easy, they were making more money training users than selling
computers.
The only outfit that saw it, was NASA. One of their engineers screaming
"THAT's EXACTLY WHAT I NEED!!!" in a meeting at JSC Houston. That's when I
coined the term "viral marketing." The web could have come early... There
were a bunch of patents I could have filed, the one I did file has expired.
I laugh that I thought only about 10% - 25% of the computers would be
connected to a world wide network. And with one variant, the phone company
could have made a killing on it!
I've been in computers since 1969. As an under grad student, I taught
computer workshops to professors. I've set up on my multi-machine cluster,
used 128 processor machines, etc. As a technical consultant, I've helped
IBM, ITT, HP, SGI, and many others. I know what I am talking about all too
well. But the kids running this world don't WANT to see past their
noses. They never do. No one wants a revolution.
Like my 1982 idea of a world wide web, the only problem with simple local
search, is selling it. The ONLY problem! I've already solved all the
technical and software problems. George, we could put in our first
installation tomorrow if you sold it.
If you think local search is the next revolution, then I need YOU, George,
or someone like you with vision AND entrepreneurial savvy to market and run
the next revolution. The problems are NOT technical, they are purely
business problems of marketing and hyper growth. I'm not a salesman, not a
business operations guy. I'm a technical guy with a bit of vision. I need
a partner.
-javilk- mall-net.com
------------------- IMAGINEERING --------------------
--------------- Every click, a vote. ----------------
----- Do people vote for, or against your pages? ----
-- What people want: http://www.SitePsych.com/free --
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+++ [Moderator's Comments] +++
John, it sound marvelous. The issue as I see it, is you need angels who
can fund this to bring it to market. It is not an easy concept to sell.
I only consider 3-4 projects at one time (even though I may look at 15-20
projects). Right now I have two and am talking to two others that sound
very interesting. One is acting as CEO for a well-funded Chinese company
who wants to bring products to market here in the US. Sine I did two years
in that role for another Chinese company, this sounds appealing. The other
is to reorganize a law firm who is considering expansion globally. Sounds
like fun.
So, I will have to decline this right now.
Good luck.
George
+++ [Next Post} +++
While I agree that your post about local search does exemplify one of the
web's strengths, it is equally true that we get a lot of business via the
Internet for hard to find items for which there is no local source. The
more obscure the item the better, as there are 200 competitors on the net
for popular items. As a metalworking tool distributor, I've been getting
orders this past year from soldiers in Iraq- no competitors there, and they
appreciate our NYC competitive prices!
Best,
Marc Freidus
Victor Machinery
www.victornet.com
P.S. If you recall our emails of last week - the emails with a header
reading "ETD:915 .." come to my old email and DO have the link for posting
(my newer email gets a different header and comes a day or so later without
a link for posting)).
+++ [Moderator's Comments] +++
Wow! Amazing where business comes from eh? So folks, it looks like it's
local and unique products for a winning combo on the Net.
I don't know the problem with the mail server. I have to contact our
technical group.
George
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[3] Plan WAY Ahead On Marketing
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Nothing creates sales over time like keeping a good marketing campaign
going. When your ad appears month after month after month, the repetition
breaks through the glut of marketing messages. People not only start to
notice your ad, but see your persistence as a sign you are dependable,
successful, and in it for the long haul.
But what if you, your staff, customers, and prospects get tired of your
ad? What happens when your business changes and your ad no longer
applies? And what do you do when the market changes and your ad seems
outdated or old-fashioned?
This is why it is so important to think of marketing and advertising not
just as the ad you will run next week, but the ad you will run for the next
six months, next year, even for the next three years.
Planning this far ahead may seem like an impossible task, but you get
surprising results just for trying. Most businesses think of marketing and
advertising simply as the ad they will run next week. Once you start to
look at marketing as a long term, consistent effort that takes advantage of
valuable repetition, you almost automatically get ads that are prepared for
the long ride to success.
Dr Kevin Nunley
http://DrNunley.com
Kevin Nunley has been the top writer of sales letters,web site copy, press
releases, and ads since 1996. His talent and experience gets YOU results!
+++ [Moderator's Comments] +++
Kevin Nunley is a brilliant marketing guru and has an excellent
newsletter. You can Subscribe online at:
http://s1.yourmailinglist.com:81/guest/RemoteListSummary/DrNunley
George
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[4] Luxury Consumers Are Indifferent to Rising Gas Prices and Threat of
Bursting Housing Bubble
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Luxury consumers feel significantly better off at the end of the second
quarter 2005 than they did at the start of the new year. Continuing a
positive upward trend in luxury consumer confidence through the first two
quarters of 2005, Unity Marketing’s exclusive Luxury Consumption Index rose
9.1 points this year to reach 104.7 at the close of the second quarter 2005.
In a survey of 1,153 luxury consumers (average income $141.9k and age 42.6
years) conducted in association with Unity Marketing’s quarterly luxury
consumer tracking study, 90 percent of respondents said their personal
financial condition was better off or about the same now than three months
previously. This compares to 85 percent who felt the same at the close of
the first quarter.
While luxury consumers continue to take a cautious stance relative to the
country’s overall financial health, they personally believe they can
weather most any economic storm. They continue to be active buyers in the
three luxury sectors tracked — home, personal and experiential luxuries —
and are not letting rising gas prices or the potential threat that the
housing bubble will burst impact that purchasing behavior.
Commenting on the rise in this quarter’s Luxury Consumption Index, Thomas
Bodenberg, economic forecaster for Unity Marketing and former Conference
Board executive says, “The increase in the Luxury Consumption Index is
driven chiefly by two sets of behavior and expectations. First, an
increasing number of panelists believe that the United States is about the
same fiscally as it was three months ago, showing a drop in the percentage
who see the economy negatively. Second, panelists find that their ‘steady
as she goes’ view of the economy will NOT impact deleteriously their future
spending patterns on luxury goods and services.
"Unity’s prediction for the luxury goods and services sector is positive
through the rest of the year. The luxury consumers may well be retailers
primary hope for salvation in what is shaping up to be an increasingly
challenging holiday gift season,” Bodenberg continues. “While the price of
petroleum and the long-expected bursting of the housing bubble may
adversely impact other segments of the economy, little impact is foreseen
in the demand for luxury goods and services. Unity’s results show
convergence with recent data from The Conference Board and University of
Michigan. Historically we have found that the luxury segment tends to
‘march to its own drummer.’”
Unity Marketing publishes its Luxury Tracking Study quarterly with the next
due in September 2005. For more information, visit
http://www.unitymarketingonline.com/reports2/luxury/luxury3.html or call
Pam Danziger at 717-336-1600.
Get a FREE Copy of New White Paper: "The Six Myths of Luxury Branding — How
to Build a ‘New Luxury’ Brand" a 3,500 word white paper describing the 'new
luxury' branding paradigm and what luxury marketers must do to keep their
brands relevant to luxury consumers. It is available FREE upon request.
http://www.unitymarketingonline.com/downloadPDF2.php
Also available is a 2,000 word white paper on the "Eight Things Every
Marketer Needs to Know about the New Luxury Market" to provide marketers
with new perspective on who the luxury consumer is and what they want when
they buy luxury. It is also available FREE upon request.
http://www.unitymarketingonline.com/downloadPDF.php
Pam Danziger,
President
Unity Marketing
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