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Tuesday, August 03, 2010

Are you a winning or a losing jewelry store?

by Matthew A Perosi
Advertising is the key to any successful jewelry business, well, that is to say the advertising needs to be successful in attracting customers. Only then will the willing customers come.

Retail jewelry stores are familiar with traditional media advertising, that being newspapers, direct mail, radio, TV and billboards. Thousands of books and training courses have been written about the good and bad ways to advertise with those mediums. Of course many people simply approach those advertising methods with a trial and error approach too. A lot of money is spent until you learn how to target the right consumers with the right advertising.

When it comes to traditional media advertising you can save a lot of time and money by attending jewelry trade shows for training, or at least reading a few books on advertising. I...

AT: 08/03/2010 06:51:48 AM   0 COMMENTS
Wednesday, July 07, 2010

I disagree with INSTORE Mag's idea of single media advertising idea.

by Matthew A Perosi
I have to disagree. Instore Magazine publishes an email every day with their tips for that day. In today's tip, July 7, 2010 they say "Dominating a single medium, whether it's print, radio, telemarketing or direct mail, can be much more powerful than spreading your message thinly across several different media. This is especially true if you have a very targeted consumer base."

I've learned that concepts of internet marketing are not new, in fact the same marketing ideas for the internet have been around for centuries and used in all other advertising methods. However, when we use these techniques on the internet we can measure response rates in a matter of days rather than the previous months or years that you had to wait.

Anyway, my feeling is this email from Instore Magazine is totally wrong. You really ...

AT: 07/07/2010 07:34:45 AM   0 COMMENTS
Friday, January 22, 2010

Lesson 2 Vocab 45 - Return on Investment, ROI

by Matthew A Perosi
As an entrepreneur I expect you monitor all your advertising expenses. It is important to know how much profit is realized as a result of your advertising spending. This profit is your Return on Investment, or ROI.

I have heard many advertising companies claim that you need to continually flood your message out to the population. This is an especially common claim from magazines, newspapers, radio stations and TV stations. Of course a continual flood of your message translates into a deluge of spent money.

I've heard several advertising agencies state that a 2% response for direct mailings is a great return.

Lucky for you that you are now embarking into the era of new media advertising, where the cost of advertising is much lower and the ROI is much greater.

Once you learn the proper internet ma...

AT: 01/22/2010 03:12:58 PM   0 COMMENTS
Friday, January 22, 2010

Lesson 2 Vocab 35 - Log File

by Matthew A Perosi
At the beginning of this Lesson I talked about Analytics and how you need to learn to read the reports from your website. I described how every visitor to your website leaves footprints of their actions. Those footprints are saved as plane text in what we call a "Log File" on your website. It's usually saved in a "logs" directory.

Ask your website hosting company for help finding your log file and reading the statistics generated every day from that file. ...

AT: 01/22/2010 02:55:28 PM   0 COMMENTS
Friday, January 22, 2010

Lesson 2 Vocab 07 - Analytics

by Matthew A Perosi
As people visit your website they leave behind a footprint. In fact they leave behind and entire trail of footprints. Every page they view, every link they click and every product they read about creates a footprint.

These footprints are saved in a file somewhere hidden on your website. But don't try to read the file, it would be impossible to comprehend because it's a bunch of numbers, codes and file names. This is perhaps the most valuable part of your website but in order to understand the value you need to process all that information through a program.

There are many programs that do this, and popular programs like Webalizer and AWStats are included with most websites. A really fantastic program is Google Analytics. There's a little work with setting up Google Analytics, so ask your website guy to do it for you....

AT: 01/22/2010 01:31:47 PM   0 COMMENTS
Monday, October 26, 2009

SEO Introduction

by Matthew A Perosi
Building a website is only the beginning of what you need to do for success while using internet tools. If you truly want to achieve online success, you need to establish some type of marketing online which you can either manage yourself or hire professional service providers.

What exactly is SEO?
Search Engine Optimization is the term used to describe the process of optimizing a website for better organic listings on the left hand side of the search engine results page (known as a SERP). The search engines read your website and use your naturally written website copy to determine how to rank your site.

The best ranking is achieved through a combination of several fine tuned factors such as keyword research, rewriting pages on your site to match the keywords, correct website layout and proper use of var...

AT: 10/26/2009 06:34:17 PM   0 COMMENTS
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