And how did she get so famous?

Viral marketing is one of the top ways to get a product out there today and, if used effectively, can be wildly successful. The sad truth, however, is that it is all luck of the draw. It is only if your product or topic gets picked up and cycled through social media that you have a shot. Lucky for this “artist,” some pretty famous people had some pretty mean things to say.

Rebecca Black, a little tween with a song about “Friday,” became a YouTube sensation literally overnight. So how the heck did this happen? It’s amazing what buzz can do for literally anything. Rebecca Black showed up on a couple buzz feed sites and blogs and landed a spot on Tosh.0 and Michael J. Nelson’s Twitter accounts. The tweets, though insulting Rebecca Black’s song (“Songwriting Isn’t for Everyone”), helped her views climb from just over a thousand to around sixteen million in the span of one week. The song is now on iTunes as a single and has reached number 31 on the iTunes charts, but I’m wondering if Rebecca Black is really still being teased, or if people are really thinking this is a legitimately written and performed song. I also wonder how she feels about being promoted this way, but who cares? She’s famous now. This is a slap in the face to every musician who is struggling to make ends meet, performing in coffee shops and high schools to make a few bucks, but it was pretty much equivalent to drawing the winning lottery ticket. I suppose all press is good press.

Rebecca Black "Friday"

So we have all heard this term at some point in our lives, but what does a SWOT Analysis really do for a business? SWOT–which stands for Strengths, Weaknesses, Opportunities, and Threats–is a way of understanding where your business stands in its market. It is extremely important to conduct a SWOT Analysis to understand where your company stacks up in the market, against competitors.

Part of the theory that is often looked over, however, is the industry aspect. Though of course we want to understand our business and its strengths, weaknesses, opportunities for growth, and threats to expansion, we also must understand the operating environment. What are some industry trends? Do suppliers or buyers have more power in the industry? Is the industry growing or shrinking? What are the barriers to entry? These are all important questions to consider when evaluating your business.

So what can a Dreamscape SWOT Analysis do for your business? A Dreamscape SWOT Analysis can prepare you to start a new marketing campaign, launch a product, use social media, reach a new target market, launch a website–the possibilities are endless. But it is extremely important to look at other businesses, not just your own. Learn about market share, how much your company has as compared to others in the industry. What kinds of marketing efforts are they implementing? Learn about what is working for them and what is not. Protect your weaknesses and utilize your strengths; you want to show your clients how your strengths meet up with your competitors’ weaknesses. It is also important to beware of bias; try to see your company as an outsider looking in so that you can get the best evaluation possible. Perhaps interview a third party on perceptions of your company. These are important insights to have. Using the information gathered from our Dreamscape SWOT Analysis can better prepare your company to move forward in the future.

Flip on any TV show today, any movie, any Hulu clip while you’re trying to avoid work and you’ll see it: product placement. I sometimes laugh with how obvious they’re making it nowadays, but let’s face it—it works. I can’t tell you how many times I bought a product just because it was featured on The Biggest Loser. The reality is that consumers are just not responding the same way to advertisements anymore.

We recognize that marketers are trying to reach us and that leads us to block it out. We mute the TV during commercials. We have become so resistant to marketing efforts that advertisers need to look for new and creative ways to bring their products into the consumer’s mind. If done effectively, the consumer does not even realize that the product has been pushed onto the show, sees its effectiveness, and subsequently buys.

But there’s a catch 22. The brand has to also align their values with the reputation of a TV show or a movie. For example, you would not see The Situation wearing a Tag Heuer watch on an episode of The Jersey Shore. It is important for a brand to project an image that aligns with the values of the company and its target audience. Extra Gum has been using product placement on The Biggest Loser to project a healthy image to consumers. The gum supposedly fights hunger cravings, but if an avid Jillian Michaels fan sees her chewing it, they are going to buy it. The American culture is completely obsessed with celebrity endorsement and looking like their favorite stars that, if a brand can snag a lovable celebrity to promote its product, everyone wins.

Ah, the Super Bowl. An excuse to drink beer, make seven-layer dips, and let’s not forget, watch commercials. I guess the game is thrown in there somewhere too. According to a recent survey conducted by the New York Post, 51% of people watch the Super Bowl for the advertisements rather than for the actual game, clocking in at 49% of viewers. I must sadly admit that I threw a Super Bowl party and had no idea who was even playing. So what is the appeal?

American consumers want to be entertained by their commercials; they want to be marketed to in new and exciting ways. The newspaper ads just don’t work anymore. CBS charged a whopping $2.8 million for a 30 second slot this year, a price that has quadrupled over the past few decades. Marketers are learning what it takes to reach their consumers, but it is still a challenge. Marketers talk about the term “market clutter,” which means that marketers are consistently trying to break through the clutter of all the advertisements, but, in turn, end up creating even more clutter. The Super Bowl provides a definite audience for these marketers, so it is the time to do something clever so that consumers remember you. So let’s take a look at some of the commercials from this year.

Volkswagen.

Who couldn’t love the cute little Darth Vader running around trying to ignite the “force”? This commercial was witty and entertaining, getting over 13 million views on YouTube. Volkswagen was incredibly intelligent to use such a classic character to introduce the new 2012 Passat, but who cares about the car? We just want to watch the little kid with the oversized Darth Vader helmet on.

Volkswagen Superbowl Commercial 2011

Pepsi Max.

These commercials had to be my favorites. Pepsi uses awkward couples scenarios to sell its new product, Pepsi Max. Shown as a new, tasty alternative to Diet Pepsi and classic Pepsi, these couples would do anything for a Pepsi Max. Here is my favorite:

Pepsi Max Superbowl Commercial \"Love Hurts\"

Groupon.

I had to throw this one in with all the controversy surrounding it. Maybe Groupon took it a little far with this one, but they certainly got public attention. No such thing as bad press? You decide.

Groupon Superbowl Commercial 2011

Doritos.

These commercials always rank high among consumer views. For the past few years, Doritos has been hosting a contest for the best Super Bowl commercial to be put on air during its time slot. It’s a great way to get really great ideas without doing that much work, so go Doritos! This year, one of the favorites shows an office geek doing some awkward things for some Doritos, but you’ll just have to see this one for yourself.

Doritos Superbowl Commercial \"The Best Part\"

Restaurants use specials and happy hour promotions to increase their revenue, advertising and customer base. Specials on menus advertise a restaurant’s best dishes for a lower price, or as a combination with other good dishes to allow the customer to taste a dish that they might otherwise shy away from because of the price. This opens up a larger customer base and, through the variation of the specials, allows for a wider sampling of all the restaurants dishes. Once a customer tastes the expensive dish and realizes that it is worth the price, that customer will not only come back, but will increase your revenue. Specials are an easy marketing strategy to apply to any business to promote higher end products for a special, one-time offer of a lower price.

The same applies for happy hour and other time-oriented promotions. When certain dishes or drinks are a lower price at a special time of day, more customers will come to the restaurant and it will actually end up making more during that time ever though the items are at a lower price. Marketing strategies can mimic these restaurant strategies. Make your products a lower price with combined with another product – make business cards half off when purchased with fliers. Have seasonal or time-oriented promotions such as a special on calendars during New Years. Different marketing strategies throughout a variety of businesses can all be slightly modified and applied to every business to increase advertisement.

Restaurant week is a marketing strategy that is used nationwide to promote many different kinds of restaurants. During this time, restaurants run promotions for special 3 course dinners for a fixed price or special entrees that are not normally on the menu in order to showcase the best the restaurant has to offer. This creates a time for customers to try out restaurants they have not been to before and allows the restaurants themselves to find many new customers. This increased interest in the restaurants participating come not only from the lower prices and special menus, but also because restaurant week has become a social event when people can get together for a good meal and a decent price. This kind of marketing is easily duplicated through company events such as fairs or fundraisers which create a social atmosphere for customers to associate with your company. Create events that will get your clients together to mingle and bring friends which will not only increase your client base but can make your company seem more sociable in general.

Business Cards are the major advertising agents of companies. A friendly, visually pleasing, and informative business card is more likely to make a lasting impression. However, make sure to give your potential clients a professional first impression.

Consider the following strategies to make your business card more memorable:

Make your business easy to work with:

-All major credit cards accepted

-Located conveniently off of Rt 108, next to Giant

-No appointments required

-Fast service guaranteed

-Experienced representatives always available

Add incentives onto your business card:

-present this card to receive a free quote

-ask about our new customer discounts

-log onto our website to receive free coupons

-Ask for Bill as your waiter and get a free desser

Customers want business cards to give them a quick outline of your company and its strengths. Sell your company on your business card by remarking on what is done well, such as “excellent customer service guaranteed.” Business cards can also be used as part of promotions, telling the customer if they bring the card back they will get a discount and other ways to sell your products and your company through your business card. Double-sided cards are also gaining popularity with many companies listing relevant facts or details to make more of an impression with customers. Business cards are the quickest and easiest way to market your business, but also the most overlooked. The key to a successful business card is one that creates a lasting impression with the potential client and enough positive information about the company that will make that client return.

We are all in the business of promotion, no matter what industry you are in, at some point you’re going to need to promote your company. Incentives are a great way to promote your business, allowing customers to reinvest into your products and build customer loyalty, increasing their likelihood to return. Gift cards sell your products and your business without limiting the promotion to specific products. Gift cards make new customers come to you because not only are you getting business from the customer who bought the gift card, but they, in turn, are giving the gift to someone else, thereby ensuring the new customer come to you. Gift cards also increase business promotion without spending money on promotional items.

Promotional gifts work along the same lines, building loyalty and encouraging repeat business. This gift with purchase should remind the costumer of your company. Oftentimes real estate companies send out calendars or tape measures with the company logo to subtly keep the company in the consumers mind.  Customers are just reinvesting into the products you already have.

Cross-promotion with another company allows you company to utilize gift cards for another company which raises the awareness of that business to your customers. That partnership, in return will bring you business from their clients. The best way to have successful cross-promotion is by finding other businesses that relate to yours. If you own a flower shop, have gift cards for a candy store.

Membership cards are a great way to support your best customers and keep them coming back. These cards are mostly free or they allow that day’s purchase to have a discount. Membership cards reward returning customers by giving them special discounts or bonuses. Panera Bread often gives their members added items on special days or discounts for repeated visits. Incentives can help create an atmosphere for your customer that allows them to feel special and make them want to come back and buy gift cards and tell their friends. It spreads brand awareness for you, creating an organic growth of your brand name as well as fostering good relations across your customer base. A few good incentives and promotions can go a long way to creating a strong connection with your consumers and utilize their word of mouth marketing to spread the word.

Restaurant specials and happy hour promotions also have a lot of marketing value to learn from. The use of specials on menus that advertise a restaurant’s best dishes for a lower price, or with as a combination with other good dishes allow the customer to taste a dish that they might otherwise shy away from because of the price. This opens up a larger customer base and, through the variation of the specials, allows for a wider sampling of all the restaurants dishes. Once a customer tastes the expensive dish and realizes that it is worth the price, that customer will not only come back, but will increase your revenue. The same applies for happy hour and other time-oriented promotions. When certain dishes or drinks are a lower price at a special time of day, more customers will come to the restaurant and it will actually end up making more during that time ever though the items are at a lower price. Marketing strategies can mimic these restaurant strategies. Make your products a lower price with combined with another product: make business cards half off when purchased with fliers. Have seasonal or time-oriented promotions: have a special on calendars during New Years. Different marketing strategies throughout a variety of businesses can all be slightly modified and applied to every business to increase advertisement.

Utilizing Dreamscape Marketings SEO capabilities and an aggresive Geo-targeting campaign, local businesses McMahon Auto, Assets Protection and BGA Insurance are receiving strong Philadelphia area  traffic numbers.

McMahon Auto is carving out market share against national competitors with its sights and sites set on Philadelphia and surround regions. The efforts of Dreamscape marketing in conjunction with McMahon Auto are helping the Philadelphia area fleet management company bring in valuable leads from their targeted market area.

Assets Protection is moving into new urban centers aggressively after already saturating several remote warehousing markets. With the help of Dreamscape Marketing, Assets Protection was able to locate new markets and position themselves to effectively utilize the new traffic Dreamscape Marketing was able to bring in.

BGA Insurance has a unique way of dealing with their clients, they treat them like individuals. Each client that deals with BGA Insurance receives a personal agent and has their needs analyzed and taken care of. With Dreamscape Marketing, BGA Insurance was able to focus their market and truly reach out to the local community.

With Dreamscape Marketing’s SEO efforts and Geo-Targeting campaigns, you can find and position yourself in undiscovered markets or areas of interest, without ever leaving the office. Contact Dreamscape Marketing today to receive your free quote and find out how Dreamscape Marketing’s SEO can help your business grow.

A tradeshow offers you the chance to do something you don’t often have the opportunity to do: walk into a room full of your key demographic. But if you’re not prepared properly, it won’t matter who’s in the room. It’s like being handed an apple when you don’t have any teeth.

The key to a being a success at a trade show is making sure:

-      You cater to your demographic

-      You stand out amongst your peers

-      You are aware of logistics

Demographic

You originally enter a trade show because you deem the demographic to be beneficial to your brand. But what is important is that prior to the trade show, you identify sub-groups within the tradeshow’s general demographic. This way, you can fully prepare to cater to whatever types of potential consumers may wander past your booth.

For example: if you’re going to a pet supply tradeshow, and you are a company who sells organic cotton leashes, identify how you can appeal to environmentally conscious dog owners. Then determine how you may reach those dog owners who have no environmental stance or even pet owners that like to walk their cats (it never hurts to think outside the box).

Stand Out

Chances are there will be a number of different companies hawking their own leashes as well. Find a way to stand out. Perhaps hang your leashes from trees made of dog bones or prove how strong your leashes are by bringing in a few heavyweight champs to have a leash tug-of-war.

Creativity will broadcast your business.

Logistics

One of the things that we, at Dreamscape, have found to be an important part of being successful at a tradeshow is planning for the general logistics of the show itself. Considerations include: developing timelines and budgets, determining where your company should be positioned within the show, and what tools will be available at your disposal. The last thing you want is to be disorganized, because this will reflect poorly on your company.

Tradeshows really can be a very fruitful and fun experience if you are well prepared. Top the preparation off with a “Wow!” factor and you’ll be sure to convince cat owners that walking is all the rage.

Marketing for any business must include:

-      Determining your marketing goals

-      Identifying your key demographic

-      Developing a plan to reach this demographic

-      Implementing this plan

When it comes to marketing for small businesses versus large businesses, the principles are the same. The difference lies in selectivity. Large businesses can afford to spread their marketing initiatives over a variety of mediums, small businesses have to choose the avenues that will be the most beneficial.

Dreamscape has a lot of experience improving the marketing efforts of small businesses. Here are some important aspects for you to consider:

Power of the Internet

It’s very important that all businesses have an online presence. This should start with a well written, attractive, and easily navigable website.  But to further your outreach, consider creating a Facebook page and a Twitter account for your business. Both services are free, and if you use them well, you will see a positive return on your time investment.

Some quick rules of thumb: enter at least one Tweet a day, post somewhere between 1-4 items on your Facebook page a week, and always respond to people that reach out to you on both mediums. Your customers want to be valued, starting and continuing a dialogue online is an easy (and, once again, free) way to show them they are appreciated.

Budget Marketing

Beyond free social media sites like Facebook and Twitter, most other marketing initiatives will cost you money. However, there are some actions you can take to reduce marketing expenses.

Budget-Conscious Marketing Ideas:

-      Piggy-Back

• Have a booth set up at an event, such as a charity walk or run, or partner with another business to send out mutual mailings and increase your customer base.

-      Barter

• Offer some of your products or services for advertising space.

-       Always be “On”

• Take every opportunity to promote your business. When you send out mail, toss in a brochure. At the end of your emails, list your web address and a very brief pitch.

It’s important to remember that any marketing effort, no matter how expensive or cheap, will do you no good if you’re reaching out to the wrong demographic. Always take the time to determine your demographic.

If you do this, chances are your “small business” won’t stay small for very long.