123 eGuides

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123 eGuides are authoritative guides published exclusively in electronic format to provide maximum value at minimum cost. Every 123 eGuide is just 3 bucks or less ($2.99 to be exact).

123 eGuides are designed for today’s reader who wants information in a quick, convenient, easily readable format. Each 123 eGuide is intended to provide a functional overview rather than a detailed roadmap. Every 123 eGuide always includes additional resources if the reader wants to learn more.

Check the "Available 123 eGuides" link above to see what's available. 123 eGuides are available wherever eBooks are sold, including the Amazon Kindle store and in any eBook format at Smashwords.com.

1 Minute Advice: Even as Digital Media Grows, Direct Mail is Surprisingly Strong

Digital media has surged over traditional advertising in recent years. With more consumers shopping online during the pandemic, the growth of digital advertising is even more obvious. But direct mail is one of the few forms of non-digital media that is resilient. Research conducted for The Marketing Insider found that direct mail generates as much as ten times more response than such digital media as email, social media and paid search. The study indicated that direct mail influences 31 percent of purchases and is driving high value purchase decisions. One apparent reason for direct mail's current strength is the fact that it can be precisely targeted and delivered directly to a consumer's mailbox -- and most consumers are spending a lot of time at home right now.

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Check out the new book featuring 156 best and worst brands of the 50s and 60s!

1 Minute Advice: Marketing Leadership Right Now

Needless to say, this is a difficult and challenging time for marketers. According to McKinsey, marketing leaders will need to act across three stages:

1. Resolve and resilience: Manage the now
   McKinsey says marketers need to center on four actions: (a) Support customers, employees and suppliers (b) Empathize and understand customers (c) Build up cash reserves (d) Drive revenue response
2. Return: Plan for the recovery
   This stage includes: (a) Rethinking strategies and media plans (b) Winning the battle for brand awareness (c) Redefining loyalty
3. Reimagination: Get ahead of the "net normal"
   Reimagining the future involves: (a) Develop deeper insight and seek foresight (b) Start ideating now

More detail from McKinsey about these crucial stages here: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/how-marketing-leaders-can-both-manage-the-coronavirus-crisis-and-plan-for-the-future?

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Check out the new book featuring 156 best and worst brands of the 50s and 60s!

1 Minute Advice: Where Retailers Should Improve the Shopping Experience

As retail stores slowly reopen, they will face a new reality of reduced traffic and social distancing. More consumers will be likely to continue relying on digital shopping as well, potentially changing the way traditional retailers operate. Emphasizing consumer-focused marketing concepts will become more important than ever.

According to research conducted by Google, consumers want their shopping experience improved in three primary areas:

1. Loyalty/rewards programs: Over half of shoppers want automatic activation at checkout of the loyalty or rewards programs to which they belong
2. Relevant promotions and deals: Deals relevant to past purchases are desired by nearly half of shoppers
3. Wish lists: A wish list, which allows shoppers to save items of interest to them, is a very desirable feature.

Google also found that shoppers value experiences that save them time when selecting products, provide the best value through a discounted price, and make it easy to find the right product through recommendations from the retailer.

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Check out the new book featuring 156 best and worst brands of the 50s and 60s!

1 Minute Advice: Advertising During the Pandemic

In the past few months, there has been a definite shift in tone and content in most brand advertising. The majority of ads have been redirected to address issues surrounding the coronavirus pandemic -- topics such as staying at home and thanking frontline responders are particularly popular. eMarketer studied the effects of "disastertising" and discusses the current wave of pandemic-driven ads and what the next wave might look like in a podcast.

According to research from eMarketer, brand marketers have made significant changes to ad strategies in March and April. From March 17 - 2o, almost half of brand marketers surveyed delayed an ad campaign launch, (49%) stopped a campaign mid-flight (45%) or made media adjustments such as budget shifts (48%). For the period April 1 - 4, the percentages for these activities increased to 64%, 50% and 49%, respectively.

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Check out the new book featuring 156 best and worst brands of the 50s and 60s!

1 Minute Advice: "Omnichannel Personalization" is a Must

According to consulting firm McKinsey, "companies that are able to personalize the customer experience across physical and digital channels—omnichannel personalization—can achieve a 5 to 15 percent revenue increase across the full customer base." McKinsey points out that, despite the heavy emphasis on customer personalization online, "more than 80 percent of sales occur in a physical location" when it comes to the retail, convenience, grocery and hospitality sectors.

McKinsey lists five steps to take to drive growth via omnichannel personalization, including the all-important connection of digital and physical touchpoints: "Companies should focus on five touchpoints where this convergence happens: mobile app, digital displays, interactive screens, tech-enabled associates, and point of sale," says McKinsey.

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Check out the new book featuring 156 best and worst brands of the 50s and 60s!

1 Minute Advice: McKinsey's COVID-19 Global Survey

McKinsey just surveyed consumer sentiment globally amidst the COVID-19 crisis. In the United States, according to McKinsey, "US consumers remain relatively optimistic, with 39 percent of consumers optimistic about a rebound within two to three months."

Still, there are some major concerns. McKinsey reports:

"Despite this relative optimism about the economy’s resilience, there are significant signs of concern. Consumers are increasingly feeling the impact of COVID-19 and are being very careful about how they spend their money (59 percent). Just over half of consumers say they will reduce their spending over the next two weeks. This intent to spend less has been most dramatic for discretionary purchases, including travel, out-of-home entertainment, apparel/footwear, and home furnishings. For the few categories in which consumers expect to spend more (for example, grocery, home-based entertainment, and household supplies), consumers expect to focus this spending online."

Read the survey results for all countries here: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/global-surveys-of-consumer-sentiment-during-the-coronavirus-crisis?

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Check out the new book featuring 156 best and worst brands of the 50s and 60s!

Free eGuide Offer Extended Through May 31

123 eGuides wants to give back during this trying time. Until May 31, we are offering our popular eGuide, "On Your Own 123: Launch a 1-Person Business in 3 Proven Steps," absolutely free!

This eGuide includes valuable information about starting, growing, and managing a 1-person business, including: the ups and downs of working for yourself, legal considerations, branding your business, sources of capital, establishing a place of business, professional advice, basic systems, getting business for your business, the importance of satisfied customers, using sub-contractors, when to add employees managing receivables, tracking and analyzing expenses, managing cash flow, having sufficient insurance, paying taxes, meeting employee requirements, and managing your personal life.

To get your eGuide free, simply visit https://www.smashwords.com/books/view/177376. Use the code AG100 at checkout and you will be able to download the eGuide in the format of your choice, including EPUB, Mobi (Kindle) or PDF.

Be sure to take advantage of this free offer by May 31.

1 Minute Advice: Brand Perception and the Pandemic

Even at the worst of times, there are opportunities for brands to position themselves in a positive light. Leading communications firm Edelman recently issued a "Trust Barometer Special Report" concerning brand trust and the coronavirus pandemic. Edelman's conclusions: "If you were ever in doubt that brands matter, this new data reveals the power and necessity of brand as well as their urgent need to act. Brands should find solutions instead of selling passion or image. They need to be tangible and fast, not impressionistic and conceptual."

For the Trust Barometer, 12,000 people in 12 countries, including the U.S. were interviewed. Some of the key data points:

• Sixty-two percent of respondents said that their country will not make it through this crisis without brands playing a critical role in addressing the challenges.
• Fifty-five percent said that brands and companies are responding more quickly and effectively than government.
• Seventy-one percent agree that if they perceive that a brand is putting profit over people, they will lose trust in that brand forever.
• 90 percent want brands to do everything they can to protect the well-being and financial security of their employees and suppliers, even if it means substantial financial losses until the pandemic ends.

Get the full report here.

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Check out the new book featuring 156 best and worst brands of the 50s and 60s!

 

1 Minute Advice: Should You be Marketing Your Brand Now?

Should you be marketing your brand even during the global coronavirus crisis? Brand expert Robert Passikoff has conducted research during other crises to determine the impact on brands and the results were encouraging. Writing for The Marketing Insider, Passikoff says "memory and history confirm that brands that continued to advertise during crises fared better than brands that cut their marketing budgets." He cites this example: "In the aftermath of the financial collapse of 2008 and the massive recession that followed, overall brand support dropped nearly 15%. Brands that increased their brand efforts saw sales grow upwards of 30%."

Writes Passikoff, "...brands that are able to meet consumer expectations and resonate with the values consumers actually revere will see long-term boosts in consumer engagement, loyalty, sales, market share, and profits. That means brands need to adapt. That means brands need to identify new strategies to accommodate a vastly changed marketplace."

Read more here.

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Check out the new book featuring 156 best and worst brands of the 50s and 60s!

Free eGuide: On Your Own 123

123 eGuides wants to give back during this trying time. Until April 20, we are offering our popular eGuide, "On Your Own 123: Launch a 1-Person Business in 3 Proven Steps," absolutely free!

This eGuide includes valuable information about starting, growing, and managing a 1-person business, including: the ups and downs of working for yourself, legal considerations, branding your business, sources of capital, establishing a place of business, professional advice, basic systems, getting business for your business, the importance of satisfied customers, using sub-contractors, when to add employees managing receivables, tracking and analyzing expenses, managing cash flow, having sufficient insurance, paying taxes, meeting employee requirements, and managing your personal life.

To get your eGuide free, simply visit https://www.smashwords.com/books/view/177376. Use the code AG100 at checkout and you will be able to download the eGuide in the format of your choice, including EPUB, Mobi (Kindle) or PDF.

Be sure to take advantage of this free offer by April 20.