Would you like to use this article in your publication or on your website? See: Using SAinfo material South African mountain biking fans are in for a treat. Pietermaritzburg has been awarded the opening round of the 2012 UCI Mountain Bike World Cup and the 2013 UCI Mountain Bike World Championships. The announcement was made on Friday after a meeting of the Union Cycliste Internationale (UCI) Management Committee, and comes on the back of the successful hosting of the opening round of the 2011 UCI Mountain Bike World Cup. The report, based on feedback from, among others, technical delegates and riders, was overwhelmingly positive and reflected favourably on the strides made since South Africa first hosted a UCI MTB World Cup event two years ago. There will also be another addition, starting with next year’s 2012 UCI MTB World Cup, which will comprise 10 events in nine countries on three continents, with seven rounds for each of the traditional disciplines: a cross-country eliminator, in which several rounds will go towards a final ranking, will be run over a 2 000 metre short course and add to the action. Those eight days are divided into two: 21 to 25 August and 29 Aug to 1 September. They include trials, which have not yet been held in Pietermaritzburg. The other events are cross country, downhill and four-cross. “The terrain of the region also lends itself to cycling activities,” he added. PerspectivePutting the 2013 event into perspective, Lenferna explained: “The World Champs are about three to four times bigger than the World Cup and take place over eight days.” A report by the UCI on South Africa’s 2011 World Cup event concluded: “In all aspects, the event improved a lot after a first experience in 2009.” Overwhelmingly positive 21 June 2011 “The 2012 World Cup is going to be bigger and will be important as a preparatory event for the 2013 World Championships,” Lenferna said. “Cyclists who haven’t been to Pietermaritzburg before will need to visit in 2012 because it will be their only chance to see the course before the 2013 World Champs.” Rising stars, like Andrew Neethling, who finished tenth in the downhill in the World Cup in Pietermaritzburg this year, bode well for the future of mountain biking in South Africa. Stander is also among the world’s elite, having won on the World Cup circuit, and is a former under-23 world champion as well as this year’s Absa Cape Epic winner alongside Swiss legend Christoph Sauser. HotspotWhy has Pietermaritzburg become such a hotspot for cycling in South Africa, hosting UCI-endorsed mountain biking, BMX and road cycling events in recent years? Lenferna says it’s simple – the KwaZulu-Natal government and the city have put themselves fully behind the events. “They went the events,” he said. Of course, the fact that Minnaar remains one of the world’s elite downhill riders is a huge positive, so too is the fact that the country’s leading cross-country rider, Burry Stander, hails from Port Shepstone on the KwaZulu-Natal coast. ‘Incredibly good advice’“Greg’s always been a strong supporter [of Pietermaritzburg],” he said, “but, more than that, he’s been a point of contact, offering incredibly good advice and ideas of what would work from his experiences at events overseas.” Event organiser Alec Lenferna is the man who was behind the first two World Cup events and will be the man behind the forthcoming competitions in 2012 and 2013. Improvement can be expected every time an event is hosted, he told SAinfo. The fact that Pietermaritzburg has a three-time World Cup overall winner and former World Championship winner in Greg Minnaar has also played a big role in drawing support from local MTB enthusiasts for the UCI MTB World Cup events but, Lenferna let on, Minnaar has done more than be a star for South African mountain bike fans to rally around.
Shoplifting and larceny crimes cost retailers billions of dollars each year. Beyond the cost of the stolen merchandise, retail organizations must also consider costs hidden in processing the incident, following up with court proceedings, managing surveillance and security technologies, and dealing with lost sales and out-of-stocks.However, retailers have tools at their discretion to deal with these hefty losses. So what happens if a shoplifter gets caught shoplifting in 2019? What’s the standard process? It turns out the response to shoplifting has changed over the years, and retailers are continually debating the best way to handle the problem. There isn’t a single straightforward response to address all situations.Specific examples of the ways in which retailers today respond to criminal behavior are found throughout a feature article by Walter E. Palmer, CFI, CFE, and Jacque Brittain, LPC, who produced the piece for the January-February 2019 issue of LP Magazine. In the article, Palmer and Brittain talk about the way law enforcement reactions to shoplifting incidents have changed over the years:- Sponsor – In some instances, businesses have been threatened with fines or the intent to declare the retailer as a public nuisance due to the frequency of police calls made to deal with shoplifting and other criminal incidents. In other situations, police have asserted that they will not respond to theft incidents under a predetermined dollar amount. There are even those jurisdictions that have announced they simply won’t respond to shoplifting incidents at all, believing that police resources are better spent by focusing on “more serious crimes” other than those that cost retail companies tens of billions of dollars each and every year.For example, in March 2018, Chief Erika Shields of the Atlanta Police Department announced that officers will no longer be responding to shoplifting calls at department stores. “You can only do so much,” said Chief Shields. “We are going to change how we handle shoplifting calls, and primarily, for the most part, we will not be responding to them. Every time we make a shoplifting arrest, that officer is out of service for sixty to ninety minutes. It’s not acceptable.”The authors go on to discuss decriminalization and the recent reductions in sanctions for larceny, and what those decisions have meant to retailers throughout the United States. The article also touches on ramifications of the opioid epidemic and possibilities for alternative solutions that, ideally, will deter others when they see the reality of what happens if you get caught shoplifting. Check out the full article, “Shoplifting Response, Reaction, and Recourse,” to learn more.For more great LP content, visit the Table of Contents for theJanuary–February 2019 issue or register for a FREE print or digital subscription to the magazine. [Note: if you’re already a logged-in subscriber, the previous link will take you to the current issue instead.] Stay UpdatedGet critical information for loss prevention professionals, security and retail management delivered right to your inbox. Sign up now
It has been a thoroughly deserving win for the Knight Riders at the Eden Gardens in Kolkata. Score | PhotosKKR were menacing with the bat, clobbered the Royal Challengers to all corners. They were led by Gambhir who scored a brilliant 93. Kohli, Dilshan and AB de Villiers failed with the bat and 191 looked taller than Mount Everest. Gayle gave some entertainment to the packed crowd towards the end, he now holds the Orange Cap. Kolkata move to the 2nd spot in the points table with 11 points. Stay tuned for the presentation.IPL 2012: KKR vs RCB Live: KKR win by 47 runsMan of the Match: Gautam GambhirChris Gayle: We are disappointed. 191 was tough and we didn’t start well. We have a long way to go, hopefully we shall pick ourselves up. The new ball was coming onto the bat nicely but in the middle overs the ball was stopping and coming. Their spinners were brilliant. I wanted to hit Billy (says jokingly), no offence but glad it didn’t hit the umpire. We have two home games now, hopefully we can win both.KKR 190/4 in 20 overs beat RCB 143/6 in 20 overs (Gayle 86)11:26 pm | 19.6 overs: Shukla to Vinay Kumar, no run, that completes a big win! Good slower bouncer, Vinay Kumar drops his wrists and lets it go, Kolkata win by 47 runs! And it’s all over for RCB and they go down by a massive 47-run margin.11:25 pm | 19.5 overs: WICKET! Lone wager Gayle departs and that’s the end for RCB…just one ball left. Shukla to Gayle, out Caught by Brendon McCullum!! That’s the end of Gayle, he was the lone warrior for the Royal Challengers, sucker ball from Shukla, Gayle went after it, gets an outside edge, McCullum dives to his left and takes a good catch. Gayle c Brendon McCullum b Shukla 86(58) [4s-7 6s-6] (RCB 143/6 in 19.5 overs)advertisement11:20 pm | 19 overs: Good over there for RCB. 23 runs off that over.18.6 overs: Bhatia to Gayle, SIX, poor bowling again! Full toss outside the off stump, Gayle smacks it over long off, sheer power from Gayle, moves into the eighties, monstrous hitting this, Gayle has scored 332 runs now, he is the holder of the Orange Cap now 18.5 overs: Bhatia to Gayle, SIX, MASSIVE! Gayle clears his front leg and swings through the line, the ball goes miles up in the air and clears long on with ease, don’t tell me he is eyeing for a hundred! 18.4 overs: Bhatia to Gayle, FOUR, low full toss, Gayle leans and drives it to sweeper cover, in the gap and he collects a boundary 18.3 overs: Bhatia to Gayle, SIX, is that the biggest one handed six ever? My word! It was a short ball, Gayle goes full monty, the bottom hand came off the bat as he heaved it over deep mid wicket, lands 15-20 rows behind in the stands, top shot! Daniel Vettori, left handed bat, comes to the crease 11:15 pm | 17.2 overs: Narine to Agarwal, out Bowled!! Castled! This little man has certainly been a terrific find for Kolkata. Superb delivery that, off cutter, Agarwal was looking to whip it across, but Narine bowled it a lot quicker, cleaned up. A well deserved wicket that, he has been superb today with the ball. Agarwal b Narine 10(13) [4s-1] (RCB 112/5 in 17.2 overs) Mayank Agarwal, right handed bat, comes to the crease 10:50 pm | 12.5 overs: WICKET! Now what an over that. After being hit for two big sixes by both batsmen, Bhatia gets rid of Tiwary. Bhatia to Saurabh Tiwary, out Caught by Gambhir!! Ok, the six was just a flash in the pan. Saurabh Tiwary looks to go over long off again, gets a thick outside edge as the ball turns away, the fielder at backward point goes backwards and takes a shoulder height catch. FYI, 1.6 million dollars was what the Royal Challengers paid for Saurabh Tiwary. Saurabh Tiwary c Gambhir b Bhatia 19(22) [4s-1 6s-1] (RCB 77/4 in 12.5 overs)12.4 Bhatia to Saurabh Tiwary, SIX, Saurabh Tiwary joins the party, it was overpitched, Saurabh Tiwary lofts it handsomely over long off, for a moment it looked like he might get holed out, but he’s hit that cleanly 12.3 Bhatia to Gayle, 1 run, width on offer, Gayle slaps it to sweeper cover 12.2 Bhatia to Gayle, SIX, Gayle breaks loose! Short ball, stand and deliver stuff from Gayle, goes back and muscles it over the long on boundary, even the cameraman missed it, proper hit, long on was just a spectatorAyaz Memon tweets: law of averages caught up with de Villiers…can Gayle defy it?advertisement10:30 pm | 7.3 overs: Kallis to Saurabh Tiwary, leg byes, 2 runs, loud appeal for LBW, not given! That one pitched outside leg and jagged across, trapped on the pad, the ball goes towards third man as Kallis continues to appeal, they take two runs.Saurabh Tiwary, left handed bat, comes to the crease10:22 pm | 5.3 overs: WICKET! De Villiers falls and RCB in deep trouble. Kallis to de Villiers, out Caught by Shukla!! The crowd erupt and Kolkata are all over Bangalore here. Not the shot you would expect from someone like de Villiers. First ball he faces, goes for a pull as Kallis bangs it hard, gets a top edge and the ball goes high up in the air, Shukla has got his judgement right this time around, settles right under it and takes it close to his chest, Kallis is having a great outing today. de Villiers c Shukla b Kallis 0(1) (RCB 34/3 in 5.3 overs)AB de Villiers, right handed bat, comes to the crease 10:20 pm | 5.2 oves: WICKET! Kohli goes down. Kallis to Virat Kohli, out Lbw!! Virat Kohli wasn’t looking too comfortable out there, the ball jags back in and traps Virat Kohli on the pad as he was looking to whip it across, he bent down suggesting that the ball stayed a tad low, that was convincing enough for the umpire to lift the finger, he was struck just above the knee roll. Virat Kohli lbw b Kallis 18(19) [4s-3] (RCB 34/2 in 5.2 overs)Shane Warne tweets on Yuvraj: Hey buddy how are you? What’s your thoughts on the IPL? Missing your big 6’s for sure!!!! What team do you fancy? Royals?Ayaz Memon tweets: kkr have thrown the gauntlet at RCB. Response of in form Gayle, de Villiers coukd make for a heady contestLalit Modi tweets: That drop might cost you big time kkr!!Brett Lee, right-arm fast, comes into the attack 10:05 pm | 0.6 overs: WICKET! Early dismissal and KKR’s on top already. Yusuf Pathan to Dilshan, out Caught by Bhatia!! Yusuf Pathan is over the moon, it is as if he has won the World Cup for his team. Well, to be fair to him, that’s a big wicket. Dilshan has been in good form, came down the wicket looking to go over the top, the face of the bat turned as he played at it, didn’t get enough power, mid off back pedals and takes it with fingers pointing up, big blow first up for the Challengers. Dilshan c Bhatia b Yusuf Pathan 1(3) (RCB 2/1 in 0.6 overs)10:00 pm | Dilshan and Gayle are at the crease. Dilshan is on strike. Yusuf Pathan will open the attackROYAL CHALLENGERS BANGALORE: Target 191 in 20 overs KOLKATA KNIGHT RIDERS: 190/4 in 20 overs (Gambhir 93, McCullum 43, Kallis 41)Gambhir’s 93 came off just 51 balls and was puntuated with 9 fours and 5 sixes.9:40 pm | 19.6 overs: WICKET! Vinay Kumar to Yusuf Pathan, out Caught by Dilshan!! High full toss by Vinay, just below the waists though, Yusuf Pathan mistimes a shovel towards mid-wicket and finds Dilshan in the deep. Two wickets for Vinay in the final over but KKR end up with a massive 190 on the board. Yusuf Pathan c Dilshan b Vinay Kumar 7(4) [6s-1] And KKR post a massive 190/4 against RCB. It will be tought for RCB despite the presence of RCBadvertisementManoj Tiwary, right handed bat, comes to the crease 9:35 pm | 19.2 overs: WICKET! With Gambhir gone, Kallis too falls, but KKR are in complete control here. Vinay Kumar to Kallis, out Caught by Harshal Patel!! Good catch from Harshal. This was a low full toss on the middle, Kallis gets across his stumps as he looks to paddle, does not get enough bat on that, Patel runs back from short fine and completes a fine catch. Kallis c Harshal Patel b Vinay Kumar 41(27) [4s-1 6s-3] (KKR 182/3 in 19.2 overs)Yusuf Pathan, right handed bat, comes to the crease 9:30 pm | 18.4 overs: WICKET! And captain Gambhir falls agonisingly short of his ton. Zaheer to Gambhir, out Caught by Appanna!! Wonderful innings from Gambhir comes to an end. This was full and outside off, Gambhir looks to go inside out over cover and ends up hitting it straight to Appanna at long off, the end of a majestic innings, his best in the IPL. Gambhir c Appanna b Zaheer 93(51) [4s-9 6s-5] (KKR 175/2 in 18.4 overs)9:17 pm | 16 overs: Kolkata are 144/1 at the stage with skipper Gautam Gambhir batting on 82 and Jacques Kallis on 16. The current run rate is 9 runs an over – solid.9:00 pm | 12.4 overs: Dilshan to Gambhir, FOUR, another life for Gambhir , this was tossed up outside off, Gambhir looks to play the slog swipe, top-edges it wide of Vinay at long on. He dives but can’t get to the ball, bounces away past the ropes8:55 pm | 11.2 overs: FIFTY up for Gambhir. Appanna to Gambhir, 2 runs, FIFTY for Gambhir, dabs a well flighted delivery to the left of Kohli at mid-wicket. He lets rip a wild throw back at AB, a better throw would have had Kallis struggling, instead they get an overthrowJacques Kallis, right handed bat, comes to the crease 8:50 pm | 10.3 overs: WICKET! Finally a wicket for RCB. And it’s skipper Vettori who does the job. Vettori to Brendon McCullum, out Bowled!! Vettori finally has a say over his countryman. This was short and skidded on quickly, Brendon McCullum was making room outside leg as he looked to cut, misses it completely and has his stumps castled. Ends a super partnership. Brendon McCullum b Vettori 43(37) [4s-8] (RCB 95/1 in 10.3 overs)8:24 pm | 5 overs: Kolkata are 20/0 at the stage with skipper Gautam Gambhir (27) and Brendon McCullum (10) in the middle. The CRR is a good 8 an over.8:05 pm | 0.6 over: Zaheer to Gambhir, FOUR, Zaheer shortens his length outside off, Gambhir stays back and cuts it hard behind point for a boundary, top shot that from Gambhir. KKR 11/0 post the first over. Great start for them at home.8:00 pm | Brendon McCullum and Gambhir are at the crease. Brendon McCullum is on strike. Zaheer will open the attackTeams Kolkata Knight Riders (Playing XI): Brendon McCullum(w), Gautam Gambhir(c), Jacques Kallis, Manoj Tiwary, Yusuf Pathan, Debabrata Das, Rajat Bhatia, Laxmi Shukla, Sunil Narine, Brett Lee, Iqbal Abdulla Royal Challengers Bangalore (Playing XI): Tillakaratne Dilshan, Chris Gayle, Virat Kohli, AB de Villiers(w), Saurabh Tiwary, Mayank Agarwal, Daniel Vettori(c), Zaheer Khan, Vinay Kumar, Harshal Patel, KP Appanna7:40 pm | Toss – Kolkata Knight Riders win toss and elect to bat
2. The CSSP heavy-duty blog is working to gain lots of authority (MOZ rank of 4 and 724 inbound links) but they need to consider renaming the articles with keywords and not numbers in order to maximize these posts. Last Google visit was almost two weeks ago and with the content CSSP generates, spider visits should be much more frequent. with Prashant Kaw, we reviewed three websites: one relatively new; another one that was a consolidation of several geographically far-flung sister sites; and one that has been around for over a decade. They were all “NOT PRETTY” in the standard, graphically-enhanced marketer view of the world. But, each site worked for the marketer responsible for lead flow. More importantly, each site had some opportunities for optimization and improvement despite decent Website Grader scores. The marketer on the call for each of review walked away with ideas for increasing their Search Engine presence, their Social Media efforts, and Lead Generation. Join HubSpot experts for a live session of website review and optimization, providing tips for getting found online. Twitter handle Topics: 2. Move the blog from blogspot.com to the Sweet Grace website as soon as possible. Right now, her pictures of wedding cake designs are giving Blogspot traffic and search rankings that should be the website’s. Consider using video on the blog, in addition to the pictures for maximum visibility. A custom cake (wedding primarily) creator, Lisa did a great job with her 4-month-old site with geo-tagging in her meta descriptions and page titles. (I’ve done seven during my marketing career) is a painful and much-lengthier process than any website development company will tell you. This prospect wanted to wait for the budget, then the redesign, and finally, the launch before turning to lead generation tactics for their business. All because some internal folks didn’t like the “look” of their existing website. Is that a smart marketing move? One of HubSpot’s top Inbound Marketing Specialists asked me to join a sales call in an effort to show the prospect that waiting for a website redesign, instead of concentrating on building relevant content for their site with keyword-rich, consistent copy points, was putting the cart before the horse. They did not have – and were unlikely to get in the relatively near-term – budget approval to proceed for a complete overhaul of their site. Yet, they were persistent in their belief that the new site would solve all of their lead generation problems. Baloney! During yesterday’s 1. With “blended” results occuring as search continues to evolve, this site would benefit from having a social media presence. Using the help of community that is part of the Center for Strategic Planning’s world, their content is a perfect way to utilize Twitter and Facebook. 1. Use Google Local and Google Street Maps to get found geographically. Even without a storefront, being found online is critical when looking for brides in a specific geographic area. URL: cssp.com | Grader Score: 98 3. Increase your authority on search engines by executing a 301 redirect on the sweetgrace.net to www.sweetgrace.net. Right now, there are two sites in the eyes of Google and the diluted effect is hurting rankings. Suggestions for optimization: 4. Their domain is set to expire in less than a year. Get it renewed for another 5 or 10 years and do it quickly. Date & Time: What do you think these sites could have done differently? Do you agree that design is not the most important factor in website effectiveness? Website Optimization Webinar for optimization by HubSpot experts! (3-5 will be selected) 2. Create single Twitter and Facebook accounts for Tiger Turf World. She has not grabbed the
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack We now live in a world in which every tablet owner has become the editor of their own personal digital magazine. , meaning they sold almost as many iPads as Mac computers. The success of the iPad has also led to an accelerated amount of competition. HP is planning to release Our challenge as marketers is to create interesting content for our perspective customers and provide simple methods for them to include it in their own social magazines. – Many large companies still publish magazines and distribute them to their B2B customers as a method of nurturing and educating potential buyers. Social magazines allow potential buyers to create their own magazine that is most relevant to them. This relevancy means that potential customers are more likely to read the magazines they create instead of the magazines that marketers print and mail to them. Marketers will need to shift focus and make it easy for content to be included in social magazines by providing RSS feeds and aggregating content through social media. multiple tablet computing devices that will run Windows 7 that runs Google’s Android operating system. Social Media The iPad’s success has likely solidified the tablet as a consumer device category. This new device category that fits between a smart phone and a personal computer presents both challenges and opportunities for marketers. Originally published Jul 21, 2010 11:30:00 AM, updated October 01 2013 Today, 1. Noise Reduction 3 Reason Social Magazines Are Important to Marketers Flipboard Pulse As marketers, we need to examine what we are currently doing and determine what we can stop doing to make time and resources available for marketing on tablets and mobile devices. . 2. A Return to Visuals as their operating system, while Topics: , a social magazine that allows people to curate important news from 20 different sources has already become one of the most popular paid iPad apps. The Next Big Thing for Marketers: Social Magazines Robert Scoble The iPad has become the poster child for a new emerging device category: tablet computers. Much debate about this new device and category exists, but the numbers don’t lie. In the third quarter, Apple Inbound Marketing , a new social magazine application for the iPad, launched and has created sweeping buzz and conversation on the web. In less than a day, it has become the second-most popular free iPad application. Flipboard turns an iPad into a social magazine. It creates different magazine sections from online news sources, Twitter, Facebook and curated content from online thought leaders like Flipboard organizes tweets, links, blog posts and news articles into a digital magazine that readers can flip through with a flick of the wrist. Flipboard isn’t the first social magazine to be available for the iPad. 3. Social Segmentation Dell has released a tablet called the Streak sold more than 3 Million iPads – Successful traditional print and offline marketing has been dominated by great visuals and tight copy. Today Twitter streams, RSS readers and online news sources are dominated by catchy headlines and bullet points. Social magazine prioritize the value of powerful images in online storytelling. Blog posts with powerful images that help illustrate the message of the post will translate well to this new method of media consumption. Pictures now have a greater impact on who reads your content. Tablets provide a new way for people to consume and interact with media. If it is easier for users to consume text, audio and video while on the go, marketers have new opportunities to reach and interact with prospective customers. The problem is that most marketers already have a full plate of tasks, and adding another screen to the mix will be a daunting task. Tablets Are Here to Stay – Many marketers today are working to get social opt-ins on Twitter and Facebook in hopes of getting their content included in the information stream of prospective customers. The problem is that, for many people, their social streams are filled with too much content, and much of it gets lost in the crowd. Because social magazines help to filter and better display social streams, it is likely less content will be lost to noise and companies will have better opportunities to connect.
Marketing Takeaway Facebook Places isn’t an attack on Foursquare, it is a direct attack on Google and Yelp. Facebook realizes that as retail business shift marketing dollars online, a huge opportunity exists. iPhone application Yelp and other location-focused sites, is also allowing businesses to claim their location in Facebook Places. Once Facebook Places is available to you, add the location to your business. Once that location page is created, you will then have the option to “claim” it as the page for your business. It is likely that Facebook will launch many other marketing opportunities for Businesses on Facebook places in the future, so it is important to go ahead and claim your location now. Topics: Do you plan to use Facebook Places? Although the feature is now available in the newest version of the Facebook iPhone app, the company says it is still rolling out the feature and is not yet available to all users. Another interesting note is that Facebook, via an API, is going to provide developers access to some of the data from Facebook Places to integrate this new feature with outside applications. Additionally, it doesn’t seem like Facebook is out to “kill” other location-based networks. It will allow Foursquare and other major location-based social networks to push location information into Places so that a user can use Foursquare to check in on both Foursquare and Facebook Places. If you are a marketer, this announcement demonstrates that location-based social networks are transforming from a trend into a mainstream feature of social networking. Some of the initial developers using Facebook Places are social game developers like Booyah, who plan to create new social games based on location. Facebook . One change in Facebook Places is that instead of showing people who have checked in nearby, the application will display people near you that Facebook has determined to have relevancy to you.
Whether the notion of the “long tail” resonates with you or this idea of “blue ocean” keywords works, the key to attracting more free traffic to your site from search engines is to create more great content on your site than your competitors do. Focusing less on the most common or obvious keywords and more on carving out your own unique set terms will likely result in faster and better results. keyword research It occurred to me that applying the essence of their theory to your or In Kim and Mauborgne’s metaphor, a red ocean represents existing and competitive industries where lots and lots of people are fighting for limited market share; picture sharks in a feeding frenzy. A blue ocean represents new industries where opportunity is abundant and competition is non-existent; picture the clear, blue ocean water. “business consulting” “consultants” “consulting” A few years ago we posted an I created a spreadsheet (represented above) of about 1500 keywords that we track (presuming they are all reasonably relevant). Then, based on the intensity of competition for each keyword, I applied a gradient with blue being applied to those keywords with little or no competition and red being applied to those with steep competition. The result is a pretty cool visual representation of which keywords would likely deliver the quickest and most qualified results. . They are easy to identify and they are attractive because lots and lots of people tend to search for them. To actually generate organic traffic from them, however, is incredibly difficult, if not impossible, for most companies; there is just way too much competition. Typically, these “red ocean” keywords are also very expensive if you were to consider buying them as part of a paid search campaign. As it turns out, these popular search terms are also rather vague and are less likely to send high quality traffic your way. In general, Kim and Mauborgne would recommend against spending any time competing for those terms on the right. , Keyword Research strategy could open up a sea, if you will, of opportunity. Keywords farthest to the right represent those that are common or most obvious. For a consulting company, examples might be by W. Chan Kim and Renee Mauborgne. Essentially, the book encourages entrepreneurs to think differently about their business plans. Instead of entering an existing industry and fighting for market share, create a brand new industry. Instead of working hard to beat the competition, eliminate it. Blue Ocean Keywords Topics: Red Ocean Keywords Keywords on the left, on the other hand, represent creative, outside-the-box keywords that differentiate a product or service from the masses. Using the same fictional consulting company as above, examples of “blue ocean” keywords might be “small business IT consulting”, “small business network implementation” or “IT consulting company Cambridge, MA”. These types of “long tail” terms are searched for less frequently, but they are more specific and therefore will bring more qualified traffic to your site. There are also far fewer sharks in the water. That “blue ocean” on the left – and even in the middle- is where the greatest opportunity lives and the list is endless. What you see in the image above is just an illustration to make a point. Blue ocean keywords are innumerable, all you need to do to take advantage of this opportunity it create the content. Publishing often and writing relevant content will result in increased (and qualified) traffic form search engines. And, if you are just getting started and you are considering jumpstarting your efforts with a paid search campaign, blue ocean keywords are usually far less expensive. article inspired by the book “Blue Ocean Strategy” Originally published Oct 27, 2010 8:00:00 AM, updated October 20 2016 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Topics: Originally published Aug 13, 2012 4:30:00 PM, updated June 25 2019 Ticket Sales Tip #1: Get Amy Schumer to perform at your event.Just kidding.But you may have heard that we just got done planning and hosting the biggest inbound marketing event ever (at which Amy Schumer did indeed perform) — INBOUND. And part of that planning meant, obviously, driving ticket sales.But how do you make your event stand out in the crowd? Not only that, how do you get people to actually spend the money to attend your event?We’re going to share some of our secrets with you that have helped drive our ticket sales for INBOUND past and present; hopefully these will help you promote your next event, too!Download free resources for executing your best event yet. [Free Kit]15 Ways to Drive Ticket Sales for Your Event1) Reward last year’s attendees.If you have an annual event, the first thing you should do is announce the event to last year’s attendees. The people who came the year before may be your biggest supporters and are more likely to immediately purchase the tickets, even if you don’t have all the details for the conference hammered out quite yet. Show that you appreciate them by offering them a special discount for signing up early and quickly.2) Offer early bird pricing.Have at least 2 different types of pricing: early bird and regular. You can even have more than one type of early bird pricing to encourage people to buy before the prices increase. This sense of urgency will encourage people to buy sooner.3) Ask early registrants to write blog posts.The people who register for your event first will be among your biggest supporters — that means they’re also good candidates to write blog posts for you to help promote the conference. To promote INBOUND 2012, we had the first person to register for this year’s conference write a blog post. We also had another customer who enjoyed last year’s conference write a blog post. Instead of hearing from the HubSpot team why we thought our conference was great, these posts let you hear when the event was a can’t-miss opportunity from actual attendees. Third-party endorsements will always carry more weight then tooting your own horn.4) Don’t just promote your conference; promote the location!People interested in your conference don’t just want to hear about your conference, they want to hear about the location of the conference. Frankly, the location of conferences can sometimes be one of the biggest draw for potential attendees — it’s kind of hard to say no to an event in a cool, beautiful city. Promote other attractions near where your conference is help that may interest attendees. If you can get discounted rates to some of those attractions, that’s even more of an incentive for people to attend your conference!5) Get in touch with industry organizations to help promote.In every industry, there are professional organizations who would be more than happy to help you promote your event. Get in touch with them, tell them about your event, provide email copy, and make it easy for them to promote on your behalf. This will help get your event in front of thousands of more qualified people that you wouldn’t normally have access to.6) Use LinkedIn for promotions targeted to your industry.LinkedIn Company Pages, LinkedIn Events, and LinkedIn Groups are a great way to contact people in your industry who may be interested in your event. Take advantage of the ability to promote your event to thousands of relevant people in your industry, on a social network built for networking — you know, the reason people go to events.7) Start contests within your company.Don’t forget about the giant network you have right within your office’s four walls — your employees. Encourage them to promote your event to the leads and customers they talk to through some friendly competition. Incentivize ticket sales by offering prizes to whoever sells the most tickets (give everyone a unique discount code so you can track it!), or you could even reward a full team for working together to sell tickets.8) Consistently update social media accounts.Social media accounts should have weekly updates with information about your conference, including links to the event’s registration page. Give your network a compelling reason to attend your conference in those updates, and a link to registration page to close the deal.9) Advertise on social media.Leveraging your paid advertising options on social media is another way to target people in your industry. Use targeted ads to promote to your industry with links directly to the registration page. If you need help getting started, here is a guide for executing a Facebook ad campaign, and a guide for executing a LinkedIn ad campaign.10) Leverage event sponsors for promotion.Your sponsors will want to help you with promotion, because more attendees means more facetime with more people. But they’re busy. Really busy. So the easier you make event promotion on them, the more likely it is they’ll actually do it. Provide sponsors with templated email copy and discount codes so it’s easy as pie to promote to their lists.11) Sprinkle calls-to-action throughout your website.Your homepage should have a promotion to your conference. Your login page (if you have one) should have a promotion to your conference. Your blog should have banners promoting your conference. If you’re planning a huge event, most pages on your website should have links to your conference site, making it easy for anyone to find information about your event and register.12) Issue different types of passes.Some people may not be able to attend your whole event, whether they’re unavailable for the full duration, can’t be away from the office for so long, or can’t swing the hotel costs. Issuing different types of passes helps accomodate those people and drive more ticket sales. Consider passes like a student pass, a keynote pass, or a party pass.13) Promote the “fun stuff.”Anyone hear of Cyndi Lauper? Anyone? Announcing a headliner performer will drive a lot of ticket sales as well as get people excited for more than just the content you’ll have during your conference sessions. The main reason people attend conferences is for the beneifical content, sure, but promoting the parties and some of the nighttime activities definitely helps. I mean, who doesn’t like to party?14) Gamify the act of event promotion and ticket sales.Host contests or games with your network to promote your conference and drive ticket sales. During your webinars, for example, you could take advantage of the large audience to promote the conference by giving away free tickets to whoever tweeted the most with your webinar hashtag. Everyone loves a little friendly competition, and you’ll certainly love the free promotion of your event!15) Ask your speakers to write blog posts promoting their sessions.The success of an event all comes down to its content. Reach out to speakers and ask them to write guest blog posts that promote their sessions, and give a sneak preview of what they’ll be discussing. It’s a win-win — they get more attendees excited about their session, and you get free content (that your guest blogger will likely promote to their network) to drive ticket sales.What other ways can you think of to drive ticket sales for events? Event Marketing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Any business owner will tell you: Overnight success can happen — it just takes 5 to 10 years of work first.Stories of companies with meteoric rises abound, and it may seem like they’ve been fated from the very beginning.For many, however, growth hasn’t always been straight and even. These companies just made some smart marketing decisions that led to some serious growth spurts along the way. Let’s take a look at some of the decisions that proved to be watershed for seven companies and led to major increases in traffic, revenue, and brand evangelism.1) UberWhen Boston Public School buses went out of commission in early October due to a worker strike, thousands of parents were left trying to find alternative avenues for their children to get to school. Uber, a mobile app that connects riders to taxis and car services, took this event as an opportunity to help.After the idea was first raised by an Uber user on Twitter, the company began offering free rides to Boston Public School students stranded by the strike. The good gesture resulted in news coverage from major publications, including the New York Times, Venture Beat and, of course, the Boston Globe. It also exposed a new audience to Uber: parents in need of a safe way to transport their children. This isn’t the first time that Uber has offered to help out during a time of crisis. In March, after a fire left a massive section of Boston without power and caused subway service to halt, Uber offered rides out of the darkened neighborhood for half off. Also, after the 2013 Boston Marathon bombing, Uber provided free rides to area hospitals.Through these standout actions, Uber has ingratiated itself in the local community, spread brand awareness, and grown significantly as a result. In the last year, according to Inc. Magazine, Uber has expanded rapidly from 12 to 35 cities and grown its revenue by 18% a month. Takeaway: It’s essential to pay attention to current events and where your business can fit in.2) FeedlyIn March 2013, Google announced plans to shut down its beloved RSS reader, Google Reader. The decision left millions of Google Reader users abuzz with concern. Where would they go? Would they have to rebuild all of their feeds?Feedly, an upstart RSS reader, jumped on the opportunity to win over the Google Reader expats. It announced a one-click migration and pursued a number of thought leaders to try their service out. The company spoke directly to the Google Reader audience and created a ton of content for likely searches, such as “Google Reader Alternatives.”By the end of the campaign, Feedly had secured the lion’s share of Google Reader customers and its user numbers tripled from 4 million to more than 13 million. A day after the paid tier became available, the company sold out of its 5,000 Pro accounts.Takeaway: Change is your friend. Be watchful of an evolving marketplace and be quick to act on new partnership opportunities or sudden needs (even if you don’t have all of the answers figured out).3) PinterestIf there was ever a case for an overnight success, it would be Pinterest.In 2011, the social medium’s traffic grew 40x in six months. Pew Research shows a 286% increase in Pinterest use between 2011-12. The site skyrocketed from 700,000 users to more than 20 million, with 15% of Internet users now on Pinterest.But even Pinterest’s founders will tell you that success was 4 years in the making. Even still, how did Pinterest accumulate such wide use in such a short amount of time? The answer is layered, but key to it was how deeply the company built social sharing into to the product. Social media wasn’t an afterthought with Pinterest — it was a central artery of the way the site operated. When you join Pinterest, you automatically sync up with your connections from other social media networks, enabling you to avoid the cold-start syndrome of having to build a community from scratch.The company also made sharing content on its site exceedingly easy with a bookmarklet and social sharing integrations. According to ShareThis, this year, Pinterest is closing in on email as the third-most popular way to share behind Facebook and Twitter. Takeaway: We can’t all have our own share buttons, but what can we learn from this? For starters, think about sharing as an integral part of the website visitor experience. Identify the natural places where sharing could occur (e.g. after a purchase or consumption of a piece of content) and make sharing an easy and nearly intuitive part of that interaction. 4) FireRockExponential growth isn’t reserved for web-based companies alone. FireRock, a HubSpot customer, saw significant bursts in growth after getting serious with its social media strategy. FireRock manufactures high-quality, pre-engineered masonry products, including indoor and outdoor fireplaces, chimneys, outdoor ovens, and fire pits.Beyond having a useful blog, FireRock has one of the best Pinterest accounts I’ve seen from a B2B company. It helps that the company creates really beautiful stone fireplaces, so the imagery is captivating, but it also knows how to optimize Pinterest for its business. FireRock smartly tags its posts by geography and focuses on visual content that spreads well. Five months after it began focusing its social media strategy, FireRock increased its reach by 330% and saw a related increase (189% over eight months) in website visits.Takeaway: Know your channels. FireRock knew it had the sort of visual content that would do well on Facebook and Pinterest and targeted its efforts there. You may have content better suited to LinkedIn, Twitter, or another network. 5) ROGETECHFounded in mid-2011, ROGETECH is an IT distribution company specializing in industrial barcodes, tablets, and scanners. The company is also a very new company competing in an older market with established brands. At launch, it knew it needed a way to differentiate from all the other IT distribution companies. The company was starting from scratch, with no email list, domain authority, followers, or fans. In short, ROGETECH knew that to unseat the incumbents, it’d need to win at the search box. It started a strategy of blogging and content creation around a very strategically cultivated keyword list. Not knowing what kind of results it’d see, the company decided to run it as a three-month experiment.Andre Jensen of Inbound MD, an inbound marketing agency that worked with ROGETECH, explains: “We started blogging in mid-December 2011. The month of December 2011, they had 77 unique visitors from organic traffic. After just one month of blogging, they had 695. Two months after, 2,296 organic visits. Three months, they reached 3,454.” The company centered its posts around technology trends, IT distribution, and tips for successful purchase in the IT industry. This way, it had posts that were both industry-specific and appealing to the masses. One of its most popular blog posts, “What is the Barcode and How it Works,” talks about what a barcode is, how it works, and how a computer interprets it. The company didn’t blog haphazardly. Instead, it stuck to a schedule and well-researched key search phrases.In one year, as a result of all of its efforts, its traffic grew 4,000% and it found that 84% of it was being generated organically through search results, without additional cost to the company. The firm also built a great foundation for future growth, climbing to the number-one rank on Google for nearly all of the products it sells.Takeaway: Know your competitors’ weaknesses. If no one is really dominating the search results for your key terms, go after them. Make a plan to unseat bigger, more established companies with agile content creation. ROGETECH Organic Traffic Growth for 20136) The Rodon GroupIt’s amazing what can happen when a marketing campaign taps into a larger cultural issue. The Rodon Group, a HubSpot customer and manufacturer of plastic injection molding services, was an unlikely candidate for the national spotlight, and yet, after a brief campaign focused on U.S. vs. overseas production, that’s exactly what the company got. In 2012, The Rodon Group’s president, Michael Araten, drew media attention to what he saw as a trend in manufacturing contracts coming back to the U.S. due to supply chain complications and shipping expenses. “We’re in year three of what I think will be a 10-year transition back to U.S. manufacturing as a world leader,” he explained to Businessweek.His interviews with Businessweek were accompanied by others, including ones with CNBC and The Today Show. The Rodon Group was even visited by President Obama, where he spoke about the importance of keeping American manufacturing and family-owned businesses competitive.But how did he get the national spotlight to begin with? It all started with a campaign the company ran to promote U.S. manufactured plastic injection molding as more affordable than using overseas companies in China. The campaign was anchored on an ebook entitled “Top 10 Critical Reasons to Bring Your Plastic Injection Molding Back to the U.S.” and supporting posts and materials to compare and contrast its services with those of overseas companies.Takeaway: This campaign worked for a couple of reasons.It struck a national chord: The campaign was about more than the company. It focused on an emerging trend that could affect the economy, jobs, and entire industry. It can be easy to get caught in the day-to-day of your job, so try to keep an eye for the larger context in which your company is working. It was well-timed: With national elections coming up, the company knew all eyes would be on the economy and jobs. What external milestones could help bump up the newsworthiness of your company or products? 7) Human Rights CampaignNonprofit organizations and political action committees are among the best at galvanizing wide support in a targeted amount of time. There is perhaps no better example of accumulating momentum around a given event than the United For Marriage campaign run by the Human Rights Campaign in 2012.The campaign, which ran for two weeks, leveraged the timing of an impending Supreme Court deliberation to launch a major public action campaign. Core to the virality of the campaign was the freedom its audience had to adapt its logo and materials to reflect themselves. Business partners — from Bud Light, to Bonobos, to HBO, to Smirnoff — all adapted the iconic logo with their own. The campaign not only put a message out, but it also gave people the platform to personalize that message. Much like The Rodon Group campaign, the HRC campaign had a concentrated timeline that hung on a major Supreme Court decision date. The timeline upped the urgency for action and gave participants a sense that this would be a limited-time activity. The company’s results were outstanding. Below is just a segment of its results — you can find the full results here, which include this stat: 700,000 unique visitors were recorded for the campaign website, 86% of whom were brand new to the organization. Takeaway: Give your campaigns a clear start and end date and funnel your entire marketing focus into them. By concentrating all channels and activities toward one goal and milestone, you can increase the urgency and reasons for involvement. There’s no such thing as luck in marketing — only opportunities spotted and acted upon. These companies range wildly in size, mission, industry, and audience, but one commonality that unites them all. They paid attention to the world around them and the experience of their users or customers. They noticed trends, gaps, and opportunities and they were strategic in how they tackled them.The combination of observation, action, timeliness, and measurement are at the heart of each of these efforts. What can your company adjust to better position yourself to do the same? Let us know below! Originally published Oct 16, 2013 8:00:00 AM, updated February 01 2017 Marketing Case Studies