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Strategies for advertising, sales and marketing from the Trump University Faculty and Marketing Team
Get Social With Donald Trump and Trump University
Trump University is going social!
Coming soon, we have a seriously unique opportunity featuring Mr. Trump himself!
Here's the catch. To get in on the announcement you must be subscribed to our Trump University Newsletter. The newsletter is free, so sign-up today.
So let's talk about Social Media. On the Internet, conversations don't happen all in one place. They are all over the place. That's why Trump University is reaching out too.
Here's some terrific ways for you to get social with other Trump University members and fans, goal driven people just like you.
Facebook
Last month we opened the Trump University Facebook Fan
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See You On The Red Carpet
No, No, No I am not attending the Academy Awards (I think those past right...?) but I am attending the John Caples International Awards this Thursday evening. This is a big event in the direct marketing community and this year I was invited to attend...(OK you can buy a ticket too but invitations are more fun.)
My friends at Alloy Marketing are the sponsors of the first annual Student Campaign of the Year. This evening should be full of excitement since none of the finalist campaigns, companies or individuals knows the winners in any category.
In addition to some great networking opportunities
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Co-Marketing with Celebrity Apprentice
We have the opportunity to use the excitement around the Apprentice to create marketing programs that build on the publicity from the show. Our goal is to try and ride the wave to help grow the business. This season we are trying a few new activities and many of them are “audience participation”. Here is a run down of what we have started and what is up and coming:
Donald Trump discusses why he selected each celebrity and the charity they are playing to support. This started last week on the Trump Blog and will continue until all the celebrities have been profiled.
The Trump
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Using Facebook Fan Pages To Market Your Business
We have heard all the hype about Facebook but one thing every business should take seriously is setting up a Facebook fan page for their business. It took me a while to realize this and I have since corrected my ways.
A very brief history - As a member of Facebook and a fan of a few pages it seemed like a fun way to keep tabs on various companies and causes. It didn't occur to me at the time to set up a business page for Trump University. I didn't see the ROI at the time. After reading more about fan
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Give The People What They Want
One of the neat things about managing a web site is that you can see where people go and what resonates. Visitors come to the Trump University site for many different reasons. Most want the best real estate investment education available. Others want to become entrepreneurs and start their own business. Many simply want to improve themselves and their lives.
Here are four articles by Mr. Trump that have proven particularly popular over the life of Trump University:
Think Like a Champion - Focus on the Top and You'll Get There
How to Think on Your Feet - Pressure Breeds Success
The Bottom Line--Your Guideline
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Sales Calls Gone Wild
It seems that as the economy has turned south the number of unsolicited sales calls I receive has gone up. Many of these calls hit our customer service team first so to help everyone save time I have implemented the following process. My advice to any marketing profession is to do the same thing as it fits their style.
Don't worry your not going to miss the magic marketing bullet and if you really need information or services your network and industry contacts should serve you well.
My new script for customer service:
Josef does not accept sales calls or unsolicited emails. If you would
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Using Podcasts to Market and Educate
The other day I interviewed one of our real estate coaches. The purpose of the interview was to create a podcast series to show the average 'Joe' (that would be me) how to get started investing in real estate. The marketing purpose for undertaking this podcast was to add additional touch points for people to interact with our brand, add one more social media tool and just deliver content in a user friendly manner which hopefully creates some pass along. The podcasts will hopefully add useful and valuable content (you can be the judge) to the site for our users.
We tried
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How A $50 Gift Can Grow A Business
If you live in certain parts of the world $50 is a lot of money and can help grow a business. This year, as in the past, Trump University made a donation to Kiva.org to help entrepreneurs around the world trying to change their lives for the better. As part of this donation I received a $50 gift certificate from my boss to donate to any Kiva entrepreneur I wanted to support. In case you are not familiar with Kiva they are not about giving 'hand-outs'. It is about lending money interest free so people can build their businesses.
I figured lets
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Marketing Shoes
A couple of weeks ago one of Seth Godin's blogs caught my eye. He posted a holiday shopping guide and one recommendation was not to buy from big brands or big stores. The reason he gives is that they don't care about you, or the things you care about and that there are alternatives to every 'big' category. Toms Shoes is an alternative to the shoe category and they have an interesting mission. Watch this video for more info.
Interesting right? Great video too. I was moved to grab one of their banners and help spread the marketing message.
Shoes, who would have
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Marketing a New Book: Commercial Real Estate 101
I have participated in a number of book launches over the years. Some efforts were for Trump U and others for a few different books to learn from some interesting authors and how they were planning to use social media and word of mouth marketing to promote their book.
Today we launched our marketing effort for our new book Commercial Real Estate 101. When we checked the Amazon ranking a week or two ago the book was ranked #335,105 overall. Not very high but the book was not available for shipping. Today is a different story thanks to our marketing efforts.
Our goal
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Online Strategies For Real Estate Marketers: Tactics to Survive a Struggling Economy
Marketing Sherpa has a new special report titled Online Strategies from Real Estate Marketers: Tactics to Survive a Struggling Economy.
This is part one of a two part report. Marketing Sherpa reports are usually available free for a limited time and then are sold for a small fee. So, if the titled caught your attention check it out before you have to pay for the report...
This report focuses on real estate search sites, lead buying and lead nurturing. When I get an alert about part two and what it covers I will make sure to let you all know.
Enjoy the report
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Marketing Tip - Monitor Your Brand Online Part 3
Today I was catching up on my blog reading and one of Seth Godin's posts caught my attention (most of them do) but this one was interesting since it had to do with Twitter search.
I have been "playing around" with Twitter (you can follow me if you would like) for almost a year and there always seems to be something new coming out for Twitter. In addition to meeting some new folks and following some interesting people there are some definite business uses for the application.
Twitter search allows you to track what others are saying about you, your brand, your company,
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Marketing Poverty
Blog Action Day is here again and it is only a few days away. This year the cause is poverty. Unfortunately, this is probably a problem in almost every community. If you ask me this is a great topic for this year's Blog Action Day. Think about our current economy, the credit crises, the foreclosure fiasco and the price of oil to name a few economic factors. Will the poverty problem get worse or better in the near future?
I don't have the answers to the problem but we can start and contribute to the discussion.
Check out the Blog Action Day site
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Marketing Tip - Monitor Your Brand Online Part 2
In my last marketing tip I wrote about how you can use Google Alerts for managing your brand and a few other marketing related ideas. For this tip I need to give credit to Bill Gassett who I met on Active Rain (if you are in real estate you should really join the community- just another free tip...).
While reading his blog I learned about a new use for Google Alerts.
How would you like to know whenever someone links to your blog or site?
All you need to do is set up a link alert. Just go to Google Alerts and put this in the
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Marketing Tip - Monitor Your Brand Online
A lot has been written about why it is important to manage your brand and online reputation. Every business owner should monitor their brand online (personal or professional). One easy way to do this is to set up a Google alert. A Google alert will deliver an email to you with links to any content referencing the phrase(s) you set up.
Not sure how? It is easy. Learn how to set up a Google alert.
Google alerts are not going to completely cover everything about your brand online but it will be a great start to keep you updated if someone is talking about you.
Bonus Tip
When
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Customer Testimonials
Most marketers would agree that testimonials are a very powerful way to sell. At Trump U we collect our client's stories both for our marketing needs but also to showcase our clients. They are the stars (not us). These are real ‘everyday’ people who have had great success using the information they learned at Trump University.
Well, starting this month we have created a new initiative. Each month we will select one client who has done remarkably well. They will be our Client Of The Month.
OK, so this may not be an earth shattering marketing idea. Hopefully our execution of this idea will be different
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Customer Relationship Marketing Is Your Job
In my last post about our social media success I referred to connecting with a potential client on LinkedIn. Yesterday, she emailed me to thank me for my help and to share the news that she is now formally a client.
Here is part of her note:
"...I am excited to have this opportunity and I wanted to take the time (a little late, but still sincere) to say thanks for making it happen."
How often do your clients send you a note like this?
The lesson here is that people do business with people who care.
Yes, we went beyond 'the call of
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5 Big Social Media Wins Last Week
Last week was great! It felt as if a lot of hard work was really starting to pay off. Here are 5 highlights that made my week so great! Each is related to social media and search marketing (SEO). Let's start with the #1 highlight of my week:
1 - Google Search
Friday I get a call from a woman who mentioned that she found my phone number after searching Google for Trump and Tax Liens. I have been working on my own personal SEO for a while now, but never thought I would be part of a result for Trump and
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Postage Stamps and The Price of Gas
What do the price of postage stamps and the price of gas have in common?
Not much, but when the price of gas goes up $.01 it costs the post office around one million dollars.
The US Postal Service recently posted a $1.1 Billion loss for their 3rd quarter. A portion of this loss is blamed on higher fuel prices along with a number of other reasons having to do with mail volumes and the economy.
What does this mean for direct marketers? Well, since we can't control the price of gas we need to prepare ourselves for a postage increase next year. Another
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eMarketing+Commerce
I was recently interviewed by eMarketing and Commerce magazine about Trump University's secret to online success. The interview is now online. If you are marketing your products or services online (which you should be) it is worth checking out their site and considering a subscription.
If you have any specific questions about anything covered in the interview leave me a comment and I will do my best to respond.
Enjoy.
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Give Me More Leads
As a marketer I get requests from sales teams all the time. We need more leads! The only issue with this request is that the number of leads is only half of the equation. The number to focus on is your conversion/close rate. From that number you can work back and determine the optimal number of leads needed to hit sales goals. Of course, the quality of the leads is important and sales teams often use poor quality as an excuse to explain for their lack of sales. Most of the time these sales people are in the wrong job and
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The Marketing Process
For a great example of how a simple idea gets messed up by having too many people providing creative direction without clear goals and objectives take a few minutes and watch this video.
Enjoy.
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Donald Trump vs Felix Dennis
We have done our share of book marketing but today a book ad caught my eye. The title of the book How To Get Rich by Felix Dennis (founder of Maxim magazine) just comes right out and says what the book is all about. The ad's headline is You'll Never Get Rich Working For Your Boss. Who wouldn't stop and read that ad? It is very direct and to the point and hits at the heart of the subject matter. This book like so many of the others in our industry shares the author's secrets on how he made his fortune.
The
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Copy, Bullets and Buttons
For the last few weeks we have been running a multivariate test on one of our registration pages. The final results are not in but some of the initial findings are worth sharing. Here are a few key areas everyone could probably benefit from when building out web pages or writing sales copy.
The most important element in terms of increasing conversion is to present copy in bullet points (or some similar format). Basically people don't want to read. People like to get bite size chunks of information. Bullet points are easy to scan, read and remember.
Be very direct with your call
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The Lemonade Business
My friend Jeff sent this video of the lemonade business my way. If only starting, running and marketing a business was this easy.
I guess everything you need to know you learned in kindergarten is true....
Enjoy
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Life Events Marketing
It is commonly believed that Hallmark made greeting cards popular by creating different occasions for giving cards to friends and family. They may even be responsible for a number of 'holidays' on our calendar. Many companies celebrate national holidays with sales and marketing promotions but how many companies celebrate their customer's life events (OK my dentist sends me a birthday card. Lucky me...) or even their own special days?
Today we did just that and celebrated our 3 Year Anniversary by posting a note on the Trump Blog. In addition to giving a discount on our products we wrote about the past
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Marketing You Just Can't Pay For
This photo was sent to us by a friend of a TRUMPU employee in OR. See the license plate.
If I knew who this was I would send them a Trump U. hat to wear when they drove around...
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Your Customer or a Competitor's Prospect
I read the following in my friend Andrea Nierenberg's newsletter.
"Great customer service never goes out of style, yet sometimes we may forget that our best customer or client is our competitor's best prospect."
I thought it was worth sharing for a few reasons:
Who doesn't need this reminder? Treat your customers well or they will leave. It is very easy for a competitor to pick up one of your unhappy customers.
When the economy is hurting and budgets are cut a good place to look for new sales opportunities is your existing customers.
Let's not forget the old marketing idiom that it costs less to
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"No One Knows Our Business"
How often do you hear an executive struggling with a marketing problem and not wanting to hire an agency or additional resources declare:
"Our business is so unique no one knows it like we do"
Of course not and that is exactly why you should hire an outside resource. You know your business and how to run it but marketing your business is a different skill set. If you run your own business you are probably too close to it to have a good perspective on driving new customers to your business. You need outside advice and resources to help solve those marketing
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Gas Up Your Marketing Promotions
A few weeks ago I wrote about the $600 tax rebate and the potential for marketing to use this 'free' money to help generate sales. The current rise in gas prices presents a similar opportunity for marketers. Some business such as hotels are offering fuel subsidies to lure guests to take vacations at their locations. As gas prices continue to rise I bet people start thinking twice before just jumping into their cars. If people need to drive to do business with you, it might be time to start thinking about providing reasons it is worth the drive to your business
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Verizon Wireless Alienates Valuable Customer
OK so this headline is not news to anyone....
This is a sad statement of what we have come to expect when dealing with companies like Verizon who really don't care about you as a customer or the business you represent. They don't understand Customer Life Time Value. They care that their return policy says 30 days. No exceptions or any attempt to help you out. All you get is a half baked excuse for a service person who is half paying attention to you while she spouts corporate policy as she talks with a coworker.
OK so I am not 'happy' with
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Dates to Avoid in Your Marketing
...or to at least consider when you are planning your marketing activities for the rest of this year. If you are trying to get your message across to your target audience you need to keep your eye on the calendar (nationally and locally if you have a local business) to see if you are going to be fighting for share of mind.
This year we have some extra 'fun' to work around. We have a contentious Olympics taking place in China, two major political conventions and a Presidential election to follow. So here are some of the additional dates I recommend you
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Hated or Loved
You most likely have heard about or use Digg, Mixx, Spinn or other online community news sites. Well, there is a new site which has joined the crowd and it is called HatedOrLoved.com. If you enjoy social networking and pushing stories through your network this might be a place to check out. As a new user you might be able to build up social 'power' before the site takes off and becomes established like Digg. The difference here appears to be that you can 'hate' a story without pushing it down out of public view (your not playing censor as is
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Advertise on TV
So you think TV advertising is only for the big brands. Think again. A few months back I pointed out Spot Runner's entry into the TV advertising market with a focus on small businesses. Recently I came across a new player in TV advertising named Spotzer who also targets the same group of advertisers. Spotzer takes a more direct response model to marketing your business on TV.
Both companies use templates to create and customize a TV ad for your business but I am told Spotzer's approach is more holistic then the Spot Runner model. The main difference between the two companies
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PNI free book winner - well sort of
Last week I participated in the "Personality Not Included" Exclusive Interview with Rohit Bhargava. Unfortunately I wasn't selected as a top 12 interviewer but through the power of social media marketing I did win a signed copy of his book. If you haven't purchased the book I recommend grabbing a copy. From my short time following Rohit's work I have learned a thing or two and I am sure the book is full of interesting and useful marketing ideas.
So now I have the copy I ordered and a signed edition coming my way. What to do with the copy I bought.
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Not Just Another Day
A marketing friend of mine recently celebrated a birthday. He mentioned how he was expecting a number of companies who knew (think of all those loyalty programs you signed up for) it was his birthday to communicate appropriately on that day. He thought they would send him a card, email or offer something to acknowledge they had his info and it was an important day in his life. Unfortunately, he was disappointed by most of the companies he does business with. I doubt he will pull his business based on one day but just think how easy it was for some
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"Personality Not Included" Exclusive Interview with Rohit Bhargava
Last week I wrote about a book marketing effort that utilized social media to create a buzz across the internet while forgoing all other marketing. Today I am writing about a second unique approach to book marketing.
A couple of weeks ago I was researching marketing blogs (more on that in another post) when I was directed to Rohit Bhargava’s Influential Marketing blog. I guess timing is everything since one of the first posts that caught my attention was about his new book Personality Not Included. He is also forgoing traditional marketing to promote his book and instead issued a challenge to his readers
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The Age of Conversation Bum Rush
At Trump U we have done our share of book marketing but nothing compared to the two efforts I have found in the last week. Both efforts offer unique approaches to marketing books. Today is the book launch for The Age of Conversation.
What makes this marketing effort so interesting is that the whole marketing plan revolves around social media. The authors named their effort 'The Age of Conversation Bum Rush'. The goal is to get people blogging, podcasting, twittering, digging, social book marking and emailing friends etc to help get the word out. Ultimately if this is successful people all across the web will
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Voice Mail Marketing
I get sales calls daily for every media and marketing company imaginable. I am always amazed at how ineffective many of the sales people are when leaving messages. Most people ramble on as if I care or have time to listen to a full sales pitch on a voice message. A few just leave a name and number as if that will interest me to call them back. I know it is bad form not to return calls.
Selling over the phone and leaving someone a voice message is marketing your business. Take the same time and effort you would use to
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Now that is an offer
Last week I was directed to Stephen Kimball's website by a coworker. It was perfect timing since I had just written my hire a copywriter post. Stephen has a great offer on his site (he actually calls it amazing). In this case you can get a free trip to Utah to spend the day with Stephen (if you take him up on his offer - read the details since the offer is more then just a day with Stephen).
As a marketer I am always in awe of a great offer. An offer can dramatically improve the results of your marketing effort
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Hire a Copywriter
About a month ago I read a post on the Future Now blog entitled 1,000 Tips for Selling Online Without Paying a Copywriter. This post resonated with me since I review a lot of sales materials. The best marketing tip I can give any marketer is to hire a great copywriter.
I know, you can write well, you know your product or service better then a hired gun but don't skimp on a persuasive direct response writer. If you expect to market your products or services make sure the words you use sell.
A good copywriter knows what makes people take action. Remember,
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Missed Opportunity for Marketing and Branding
This is a copy of an email I just received for a donation I made to a non profit (since I do like this organization I am protecting their identity):
Dear Josef Katz,
This is a confirmation of an online transaction placed with XXXX Needs Inc.
The transaction totaled $XXX.XX and will be processed to your account.
Order Number : 1354-9
Approval Code : 266879
How many problems do you see with this note?
Why so formal?
No feeling or personality (aren't not for profits known for making you feel for their cause?)
What should I do with those numbers? Not sure what they are for.
No Thank
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Every employee is your marketing department
At Trump University we have a number of rules we live by, one of them is that everyone is responsible for marketing. This is especially true if someone interacts with a client directly. Any employee who speaks, meets or interacts with a customer has the opportunity to make that person a customer for life or change their perception of the brand for good or bad.
Yesterday I visited Whole Foods and was very disappointed. I have written about Whole Foods in the past and normally I am a huge fan. In short this whole experience was ruined by a cashier. The cashier
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Video Marketing
I finally put up my first You Tube video.
Donald Trump recorded this video when we launched Trump University. I have a lot of friends who upload all sort of videos to help grow their business and to get themselves some publicity. I figured it was about time for me to get in on the action so I uploaded this video to see what happens. We are going to upload a few more over the next few weeks to see if we can use video to market our business and generate sales. One of our videos will have the goal of getting
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Relevant Marketing
First some exciting news...
A few months back I attended a DMIX event. I am happy to report I am now a full member of this exclusive group after being nominated by one of the existing members. If you are going to be in NYC on the day of an event and would like to attend as my guest let me know and I will see what I can do.
Today's DMIX speaker was Andy Goldberg, President and CEO Publishers Clearing House (PCH). He discussed how PCH updated their business by using personalization and relevant messages to communicate with their customers. They are
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The Girl Scouts are Great Marketers
The Girl Scout cookie sale is off and running. I was approached to buy some cookies when it occurred to me that the Girl Scouts are great marketers.
Just think about this for a minute.
The brand is easily recognizable
They have a sales force of thousands of willing and eager girls (and their families) running around the country selling
This sales force creates product placement that can't be beat
They sell huge quantities of their product with almost no overhead
There is a sense of scarcity - only sold a few weeks a year
The product selection and pricing model is simple to understand and communicate
Almost everyone
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$600 Marketing Plan
Have you started to think about how you are going to use your$600 economic stimulus rebate check? Or, how you are going to use this opportunity to sell more products and services?
As a marketer I started thinking about how this cash could be used to sell more products and services. My team and I will be thinking about promotions we can use to help people invest in their education.
Do you remember the last rebate checks the government gave out? There were all sorts of promotions from retailers who offered to double the value of your rebate, advance credit for the amount
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Brand Champion
Today I was named Brand Champion of the Day by Rex Whisman. It is an honor to be recognized by a peer and I encourage you to read Rex's blog. He covers branding with some interesting angles.
While it is great to be the Brand Champion of the Day the job of brand champion is an ongoing role. This is also not a job for just one person and I share the responsibility with everyone at TrumpU. When you are building a brand make sure every employee in your company feels as if they are brand champions.
Do you think it is easier
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Hannah Montana and Miley Cyrus marketing genius a lesson for all businesses
I know, I know, Hannah and Miley are the same person....
For those who don’t know this weekend has two major activities happening. The Super Bowl on Sunday and the beginning of a one week run of the Hannah Montana 3D movie.
Maybe Disney holds the ‘magic’ behind the genius of Hannah Montana but whoever thought of the latest marketing has done an incredible job. The movie is basically a recording of Hannah’s concert tour with some back stage coverage. The movie is only in theaters for one week and almost all theaters have sold out of tickets in advance. What is so great about the
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Super Bowl Advertising 30 seconds and $2.7MM
Going once, going twice...
Yes. If you have $2.7 million to spend on a 30 second ad you too can advertise on this year's Super Bowl. Well it is probably too late but you could have.
Do I recomend it for most businesses? No. Does it pay off? Hard to tell. Many of the advertisers on the big game do it to get their brand out to the millions of viewers. It would be interesting to look at companies who advertised on the big game to see if the compaines are:
still in business (remember the sock puppet)
they are still advertising year after year
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Guaranteed results
Looking to generate some quick marketing results?
If you have a database of customers or prospects then you have an opportunity to build a relationship and get personal with your direct marketing. Michael Kaselnak wrote a short to the point piece on this topic in the latest issue of Direct Magazine. His point is so simple that it is often overlooked. Use personalized handwritten notes to communicate with a target audience.
Here are the main points to effectively use handwritten notes:
Use your client or prospects name
Hand write the note or if you have too many to do by hand find a font that replicates a handwritten
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What will they think of next
Over the years I have seen many different marketing strategies and media channels but the one that was waiting for me when I returned from my ski trip takes the cake. ATM receipt advertising. I guess this makes sense if you want to waste your marketing money while people take out their own...
How many people look at their receipts for more then a second to make sure their transaction went through correctly? On that note how many people still take their receipts?
It makes sense to advertise in this medium if you are the bank and want one additional touch point but do you
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Marketing without me
From time to time we all need some R&R. My time is now. I am going skiing for a few days to recharge and relax. When I get back we will pick up where we left off.
A couple of topics I hope to cover will be:
Branding and Wealth
The Super Bowl
Mobile Marketing
While I hit the slopes you might want to check out:
David Berkowitz posts interesting content on new media. The other day he pointed out a report by Mobile Marketer covering all things mobile and marketing. Hopefully the report will keep you entertained until I get back.
If you need a dose of
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Life in the fast lane
If you are an entrepreneur or marketing professional then you are probably very busy juggling many projects in addition to your personal life. The other day I came across Sandy. This is an online personal assistant. Who doesn't want or need a personal assistant? People tell me every week "you need an assistant." Now I have one. I am not sure if this will help me or create more work but if I don't like the service the firing process is simple... The big downside for me is she can't return all my phone calls.
Sandy is even able to Twitter. So,
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Control Freak
Do you test everything you can to increase your marketing conversion or response rates?
Are you using control groups?
If not, you aren't testing effectively. You might be guessing, assuming or just throwing caution in the wind.
I know many people who have said "we are testing X,Y or Z" but when you ask about a control group they answer, "we are going to see how it performs to what we did last year". What!? You are comparing what you did to something that happened a year ago. Did nothing change? Obviously this doesn't make sense and is a bit of an exaggeration but
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Putting Money Where Our Mouth Is
Trump U's tag line is 'We Teach Success'. I have been very critical about this line since I started in my role. To me this is all about TrumpU and not about our clients. Well, we are doing two things to correct this situation.
First, we are reevaluating this copy. One idea we are playing around with is: Invest in Your Success.
If you have other ideas let me know in the comments section.
Second and more importantly we are spending money and using our resources to promote our client's successes. We are working with our clients and the press to share their stories
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Postcards - the good, bad and ugly
The postcard has many uses in marketing. Over the last few days I have been thinking a lot about their pros and cons. I figured I would think on this blog and share my list about the simple postcard.
A postcard by USPS standards is no larger then 4x6. So when should you use this potentially very effective mailing device?
Pros:
Postage is lower then any other class of mail
Fast and easy to print and mail out
Inexpensive to produce in small or large quantities
Great for timely promotions or specials
Can be used as a reminder to an earlier direct mail effort
You can use graphics and
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Free for a tea party
The word free is very powerful in marketing. Free samples and trials are effectively used to get people to try something new. The theory is that if you try something and like it you will buy more of that product or service.
The other day I was in the mall and passed by a store named Teavana. They had some tea pots with free samples in their doorway. I stopped and tasted the different flavored teas because the smell and sounds coming out of the store were welcoming (and I was a little thirsty). The tea was great so I went in to discover what
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Get Active
Are you in a business that involves real estate? If you are, then you should create a profile on Active Rain and get involved in this online community. This is a niche social networking site for real estate professionals. There are a number of opportunities to meet others involved in real estate and grow your business by marketing to others in the community. I started a blog on this site for a variety of reasons and you can check it out and let me know what you think about the site. I already met a few interesting people that I hope
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Twittering Around
If you read other blogs you probably have come across a service named Twitter. I finally set up an account to see what all the hype was about. So far I don't have a solid marketing strategy for this technology. I think there might be a way to use it for our Real Estate Seminars to keep people updated on what is happening and to create some buzz. Stay tuned to learn if and how we put Twitter to use in our marketing. In the meantime, if you want to stay updated with my 'Twittering' research just follow me (you will
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Hot topics in 2008
Any day now all the marketing gurus will probably publish their lists of predictions for hot marketing topics in 2008. I figured I might as well share my own. So here we go:
Mobile marketing - lots of people are trying to figure out exactly how to use mobile technology to market to their customers (opt in of course). I expect to see some interesting strategies and uses come out in the next few months. We are looking at one application that would allow you to sign up for a program all from your phone. Lets see where that ends up.
Social Media
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So what would you do?
Yesterday I wrote about a paper that published a biased piece about our company. They even referred to an ad we ran in their paper for the purpose of trying to appear unbiased. This paper clearly doesn't appreciate our products or services so should we continue to advertise in their publication?
We know pulling our ad budget is not going to be noticed by the paper but there is the principle of the matter to consider.
What would you do?
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Knowing who pays the bills
Is there really such a thing as unbiased reporting? This has been on my mind for a while but recently hit a new high after a recent article in a major metro newspaper about one of our programs. The article was clearly looking to take shots at Donald Trump, the real estate training eduction industry, and people looking to invest in the current foreclosure market. The writer took a biased point of view against the benefits of our program. What I found interesting was that he recognized that we basically pay his salary by advertising in their publication. Now, I know
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When good ideas go south
Over the last few months I have picked up a number of SEO tips and tactics that we have tried to use to help grow the Trump U business. However once in a while a good (dare I say great) idea fails due to poor execution. The 'big' idea this time was to utilize the popularity of reality tv and discuss the many shows that focus on real estate investing and development to drive a conversation on our site. If done properly the effort would have created:
links back to the site,
some buzz and discussion on our blog and
if you searched for
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All PR is not good
There is a saying in public relations that all publicity is good publicity. Today I am going to tell you that every press release no matter how polished or how much pick up it gets is not necessarily a good press release.
I learned this the hard way so I am going to share a little info here that will hopefully save you time and money. In today's world a press release is not just an announcement of a new product or service. You always need a hook or something of interest to write about. What makes or breaks a press release
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Is bigger better
Throughout my career people have always joked that to make ads better you should:
Make 'it' bigger
If you can't make it bigger make 'it' red
Use more emotion
I thought you would all get a kick out of the Make My Logo Bigger site and video. It pokes a little fun at everything marketing but with a little extra towards the tools and tactics of direct response marketing. After you had a chance to laugh take some time to learn the importance of branding your business and how to market your business.
Enjoy.
Josef Katz
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Trump Book on Entrepreneur.com
If you have been reading this blog for a month or so you will remember the launch of our new Trump Book Wealth Building 101. It took a little work and networking but we were able to get a review on entrepreneur.com's blog. One more achievement for our marketing effort. Next stop, a place on the best seller list. OK, it is a bit of a long shot but we are going to keep trying.
Hey, did you buy the new Trump book? Go ahead and help us hit our next goal... Thanks for reading - the blog and the book.
Josef
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Go Long
With football is in the air and Thanksgiving coming up I figured the title would catch some attention.
Today I read a study on the Marketing Experiments site about long vs short sales copy. It is well worth the read if you are debating the issue internally for any of your marketing activities. Of course the big take away is that you have to test what works for your business. However, the results do remind me that you need to tell in order to sell. TrumpU products and services tend to require more explanation so long form copy seems to work better
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Courage to Fail
Today I had the honor to attend a DMIX lunch as the guest of a current member. If you ever have the opportunity to go to one of their events don't miss it. This is not your typical organization. The DMIX is an exclusive member only group consisting of marketing thought leaders. I look forward to one day having the possibility of being asked to join the group.
Today's speaker was Carla Hendra, Co-Chief Executive Officer, Ogilvy North America and she was excellent. One of her points which resonated with me was that marketing today is about Accountability and Optimization. This has
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What's next
Yesterday I discussed marketing yourself on an interview. Well, today I got lucky. I met with someone who did just that. Not only did this person market themselves and their skills they added value to my day by directing me to a blog I didn't know about. The Whats Next blog looks like it is right up my alley. If you are interested in online marketing or social media this should be on your reading list or RSS feed.
Are you adding value to your business or marketing programs? If not, find a way to add value. People around you will take
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Old School and back to the basics
The last few weeks we have been running free real estate seminars in different cities across the country. To generate awareness and drive registrations we have been using print advertising in the local newspapers for each market we visit. Throughout these weeks we have been discussing the effectiveness of the ads and whether or not they were 'old school' direct response enough for what we need the ads to do. Part of the reason for these discussions is that Michael wants us to test different messages and harder hitting variations of the ads. Nothing to disagree with here and great
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Are you great?
A few years ago I read Good to Great. The main point I took away from the book was that your success is dependent on the people on your team. Well, we are trying to build out a great team and nurture the members on our existing team. Do you think you have what it takes to work for Trump U (Apprentice audition not required) then check out our openings and tell us why you should be a member of the marketing team.
In conducting interviews over the last few days I remembered that a job interview is basically marketing and branding.
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Whole Foods Did What?
A month or so ago I was talking about Whole Foods and their approach to customers. I also mentioned some of the trouble their CEO got into with a blog posting he wrote. Well I just read Andy Sernovitz's Damn, I Wish I'd Thought of That! blog and he pointed out a WSJ article indicating that the board of Whole Foods modified their code of conduct to restrict executives from posting about the company, competitors, suppliers etc unless it is a company sponsored forum (to me this sounds like it is edited, reviewed and approved).
Andy makes a great point about using
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20 Plus Dos and Don'ts of Good Direct Marketing
In a previous post I promised a list of direct mail dos and don'ts so here they are in no particular order:
Do:
Focus on your target audience as well as who you don’t want to mail to
Personalize your messages
Use direct mail to acquire, retain and win back customers
Make it easy for me to respond (include 800#s, URLs, mail response and
today, mobile text messaging)
Think through your strategy and make sure everything is in order before
the mailing (sales, fulfillment etc)
Create a sense of urgency
Provide an offer or incentive for me to respond
Get creative and think about what is going to make me take
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Branding Your Business in 10 steps
OK, I admit it. I am not a branding specialist but in the world of marketing everyone gets involved with branding from time to time. I am lucky to work for a business that carries the Trump brand which is well known around the world. Even with our recognition we still pay close attention to our marketing look and feel. Everything we do needs to stand up to the Trump brand. If you have a business you have a brand. Do you know what your brand says about you and your company?
To help our students we created a free report to
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Direct Mail helps businesses grow
Last week before going to the DMA conference I mentioned I would share some interesting and creative uses of direct mail. This is a picture of a piece I received (not sure how well you can see it) promoting one of the exhibitors. It would have been perfect for blog action day since it is the ultimate green mailing. A fully recyclable card with plant seeds embedded in the paper. What will they think of next?
This is really a case where direct mail will 'grow' your business. I have no idea how well the mailing performed but it stuck out in
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Think Big and Kick Ass - the other Trump book
You are probably aware that Mr. Trump has two new books out, Trump University Wealth Building 101 and another b0ok titled Think Big and Kick Ass in Business and Life. Here at TU we refer to the Think Big book written by Donald Trump and Bill Zanker as the 'other book'. I find it interesting that their book which has been heavily promoted on TV, Print, PR, Online etc. is currently ranked lower then the Wealth Building 101 book on both Amazon and BN.com. The interesting marketing lesson here is that because the Learning Annex book and the Trump University book
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The New Trump Book
We launched the new Trump Book and we are off to a great start in driving sales. The book is in the top 20 on Amazon (of course this will change by the hour), number two in business books and number one in personal finance. We are making waves on the Barnes and Noble's site too. Our publisher has even reported increased sales for some of our other titles. I guess marketing works...
This was a real team effort to make sure all our marketing was executed just right. The effort included online banners, email marketing, public relations, blogging, paid search and
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Today is the Day
Today is Blog Action Day. A couple of weeks ago I committed to participate in writing a blog about the environment. I decided to have some fun with the idea and posted a few additional related posts on the topic. I am in Chicago today to speak at the DMA's annual conference about relationship marketing but didn't want to let the day pass without posting something for the big day. Here are the last few posts related to the environment that I prepared for Blog Action Day.
Marketing Tip for a Cause
It is easy to be green
Going Green Brings in the Green
5
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5 tips for better direct mail
Here are a few tips to improve your direct mail and make it greener in the process.
Direct Mail has been beaten up over the years by the press for being junk (a term I really hate) for creating large amounts of waste and in general is considered less glamorous then say TV advertising. Direct Mail is one of the most cost effective and efficient ways to reach your customers and has been proven to work more often then most other media. Almost every business and organization I know of uses it whether they admit to it or not. You would probably
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Going Green Brings in the Green
One week to go until Blog Action Day...
I read this case study in Marketing Sherpa that is worth sharing even if you are not thinking about the environment. They highlighted a catalog company which understood that many of their customers were concerned with the environment and moving away from paper based catalogs. To help boost response and maintain their customer base they put together a marketing strategy that addressed their users concerns and increased the company's bottom line. You can see from this case study that going green can produce "green" results.
The key take away / reminders for me are:
You always
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It is easy to be green
In my lead up to blog action day here is another tip or tool for eco-marketing:
If you sell or produce a product that is eco-friendly you should make sure you are listed in this new shopping search engine. The Find Green shopping search engine would even make Kermit happy since it is easy to find green and eco-friendly products.
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Marketing Tip for a Cause
I committed to writing one blog about marketing and the environment as part of blog action day. I thought I would work up to blog action day with a few 'green' marketing tips.
My first tip is to find a way to reward your customers for helping the environment while doing business with your company. A good example of this is Trader Joes (at least my local store). They will enter you into a monthly contest for a $30 gift card every time your bring your own bag. Sounds good, right? Here is what makes it better:
They sell reusable bags at the
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The Power of Blogs in your Marketing Effort
If you aren't convinced blogs and social media can help grow your business listen to this podcast. This is one of the DallasBroadcast.com's first podcasts and is a little long for me but there is good info shared and best of all it is free...
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Take Action
Did you see my post a few months ago on the Trump Blog about Green Businesses? Well if you did then you probably can tell I care about our environment. Today we joined a social media movement that is trying to bring awareness to the issue across the internet. If you have your own blog join us and hundreds of other bloggers who commit to writing one post October 15th about the environment and how it impacts their normal blog topic. Join Blog Action Day!
If you don't have your own blog well then just read all about it but ask yourself
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Even the Maestro...
... needs to keep learning.
Here is a quick tip I picked up last week which might help you as you work on optimizing your company's website:
This past week Jack Spirko and I had a long talk about SEO and the value of an inbound link. In case you didn't know this, all links are not created equal. If you are working on ranking your site for specific keywords or terms try to create inbound links that use the keyword(s) in the anchor text (the words you click). Other links to your site are helpful but they don't carry the same weight
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Book Marketing
For the last few weeks I have been working on the launch of a new Trump University Book. Wealth Building 101 is hitting the stores next week and we are planning all sorts of activities to try to make this our best selling book yet. We have a very aggressive sales goal so if you or anyone you know has helped launch a new book drop me a line since we can still use some help getting the word out.
If you want to help out you can order a book in advance - hey every order counts...
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now look what happened
The readers who know me personally know that I enjoy networking and meeting new people. I network online, offline, at work and in my community etc. My friend Andrea wrote a great book titled Non Stop Networking which could help describe the way I network.
A couple of months ago I meet Lena West. We were discussing social media and Trump University. One thing lead to another and we are now speaking together at a conference. Well Lena took it one step further and wrote a piece on Entrepreneur and referenced me. Ok it is a bit of an ego boost to
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Whole Foods for thought
There has been a lot written about John Mackey's blogging and the Whole Foods-Wild Oats deal. I came across a comment he was noted for saying:
Whole Foods' rising stock price was a result of the fact that he put customers first and shareholders second, thereby delivering the best value to both.
How many CEOs think about putting their customers first? We discussed one company here but you really have to look for companies that treat their customers like gold. Sort of sad once you think about the fact that you are the customer most of the time.
John's comment provides an interesting perspective
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Your company on TV
Think your business is too small to advertise on TV? Well Spot Runner doesn't. You should do a full evaluation of the service but from what I can tell any company can now advertise on local TV and it doesn't have to cost millions of dollars. Spot Runner has created templates that you customize for your ads, then you select the markets and schedule you want and their system does the rest. I have definitely over simplified the process but if you have a local business and want to try TV advertising it is probably worth some time reading through their
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Social Marketing
If you are interested in social media and the role it plays in marketing you might want to attend this conference and as an added bonus you get to see me on a panel if you attend...
The "SOCIAL MEDIA SUMMIT: How To Use Blogging, Podcasting & The Latest Web 2.0 Technologies To Engage Your Employees, Reach Your Customers & Build Your Brand," October 22-25, 2007 in New York, NY
This conference will focus on practical solutions you can apply immediately to help integrate social media technology into your communication and marketing programs to build customer and employee relationships and drive bottom-line results.
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Your own free island
Yesterday in the WSJ I noticed an ad for a Sprint world phone PDA. Normally I just fly past cell phone ads and Sprint's ads are usually pretty boring to boot, but not today. The headline read:
'The First $10.5M Cell Phone'
Now that catches your attention. The body copy was equally engaging describing how if you buy the $10.5M cell phone they will throw in your own island. I can't do the ad justice by describing it, so visit the integrated website (explore the site there is more than just the video). You will get a better picture of the campaign and
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Don't call me stupid
The other day someone referred to some of their clients as stupid. I couldn't believe it . Would you insult them in person I asked? Do they pay your bills? Buy your product or service? Would you do business with a company that called you stupid? I was (and still am) very frustrated with the experience for a few reasons. Is this person calling me stupid behind my back? More importantly as a marketer I work hard to generate leads and sales and if there is someone referring to my customers that way they are also belittling what I do for
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Move the needle
If you are marketing a product or service I hope you are measuring the results. If not, you are missing the boat (more clichés for Cybelle) and you will never know if what you are doing is making a difference in your business. The goal of marketing should be to move the sales needle (or build up a database marketing effort for long term sales) if you can't quantify the results of your efforts then put the money in the bank and earn the interest. If you don't measure you won't be able to test one idea against another or take
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The customer is always right
You always hear people say the customer is always right, but how often do companies stand by this policy? Stew Leonards gets it. They even carved this message into a large rock in front of their stores to make sure it was clear to their customers and employees. If you are responsible for marketing, sales or service you should take a good look at your service policy. It has been my experience that more often then not, companies try to prove to their customers that they are right, even if it means loosing a customer. It happened to me today with
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Own the customer relationship
A while back I posed a question on the DMA's Customer Relationship Council blog. I was trying to stir up a conversation on the topic to see if others believed as I do that everyone in an organization owns the customer relationship. Many people may believe this is the sole responsibility of marketing, sales, customer service or technology. But IMO, everyone needs to take some responsibility for customers, because let’s face it: without customers you have no business. Yes, everyone from CEOs down to shipping clerks need to own the customer experience, so that customers indeed keep coming back.
I am lucky
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The Power of the Word Free
All marketers know that the word free is a powerful selling tool. But did you know that Trump University has a few free courses to help new businesses get started. The end goal in giving away free info is to show a user lots of value and then they will hopefully decide there is value in purchasing another course. Trump University gets to qualify a potential customer and build our database and the user gets a lot of free and useful information. Everyone wins.
Here are the three courses we offer for free:
How to Write a Business Plan
Find Start Up Funding
How to
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Don't ask
I get a lot of sales calls. It always amazes me when the sales person forgets all their manners and just talks over you, ignores your time constraints and then drops the ball on the follow-up. Just the other day a media sales rep had me on the phone (I couldn't get a word in so I could end the call...) finally he asked when he could follow up to get my decision. I said 10 days. Would you believe he then asked if he could call sooner? To make matters worse he then called twice the next day to 'check
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Using Amazon
Check out our new Amazon Store. The new store features all of Donald Trump's books. This is a great way to market your books and earn a couple of cents in the process.
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No thinking required
Let's face it. People are lazy. If given the choice between thinking through a problem and watching TV most people would opt for the TV. There is nothing wrong with some down time and this is not a judgment about you or your customers, we are all lazy by nature. Add to this how busy people are these days and you have a tough challenge if you want people to listen and act upon your marketing.
To create successful marketing you need to think about your target customer and one aspect is their mental state. What is going to make them take
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Mission Impossible
Michael Sexton, Cybelle and I were recently working on a new mission statement for TrumpU. We went back and forth a few times drafting the statement. When we thought we had a final product I sent it to a friend and marketing associate for some feedback. Jeff Simons pointed out that what we had created was plain vanilla and could have been used at any company. It didn't scream Trump. It feel flat and did not accomplish what we had hoped. Here is one of Jeff's comments everyone should think about when writing a mission statement:
"Like so many mission statements, this
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Blockbuster Marketing Strategy
Or not. Time will tell.
As you probably know Blockbuster has been spending millions of dollars on advertising and marketing trying to win back business they lost to Netflix. Their key differentiator has been that you can return your DVDs to a local store and get new DVDs the same day. Last night I heard blockbuster was closing 282 stores and using the money to focus on their online business. OK that makes sense but why spend all that time and money advertising the fact you have stores? Seems like someone at Blockbuster needs to take a step back and rethink their USP and marketing strategy.
At
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Direct Mail Gone Wild
As you know, I attended DMDays NY last week. I spent a good chunk of my career focused on direct marketing which is why it baffles me every time I go to a direct response conference and the 'expert' companies trying to sell their services don't practice good direct marketing. It is the old story of the shoemaker's children.
My biggest pet peeve is when I receive an expired offer. In the last few days I have received more than 5 mail pieces from exhibitors prompting me to stop by their booth. Now you can blame the USPS but my guess is
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Never, Always, Sometimes
It is always great to see that people believe we have done something unique with Trump University. Lena West did a guest post on the lipsticking blog and she gets what Trump University is all about.
Before you launch a new product, create a new campaign, build a new business etc. , ask yourself is this something that has been done before or has this never been done. If you can answer never you are probably on to something interesting and noteworthy. Don't let anyone convince you that you have to stick with what has 'always' worked. If you do, then
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Social Media Challenge
A newly found blogger friend of mine, Jack Spirko posted a challenge on his blog to his top 25 bloggers. He wants to see which bloggers were monitoring his posts and their name across the web. I was/am honored to be included with some of the bloggers he has listed in his top 25.
This is an interesting challenge for me since this blog is still relatively new. Jack's blog posting and my guest posting might help generate some buzz for this blog and Trump University. I think there is a lesson in this challenge for any entrepreneur or marketer building a
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Trade shows
Today I attended DMDays NY. I think trade shows and industry conferences play an important role in any industry. These events are perfect places for educational, product launch, and networking opportunities. I would recommend you attend any event before exhibiting. If you can't attend the event then talk to others who have attended to make sure the audience/your target market is going to be in attendance. If you do decide to market your business at an event please remember the following:
Engage the people walking the floor
If an attendee enters your booth try to be helpful, answer questions, and tell them what
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Don't lose that thought
If your like me and your mind is full of ideas and things to take care of then you should check out Jott. Once you are registered you can call a toll free number from your cell phone and leave yourself a message. The message is then transcribed and emailed to you. I just opened an account and now my ideas will be waiting for me in my inbox.
Now you can say good bye to all those scraps of paper you take notes on when the idea pops and you don't have a notebook. Don't worry about forgetting the idea just
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Don't do this
During the last month I requested information online about two relatively high-ticket purchases. I provided my contact information and answered qualifying questions. And then neither company followed up to provide the information I asked for. Too bad, since one of the companies really had me interested. They promised me a free evaluation to help me decide whether their product was right for my needs.
As a marketer, I find it very odd that these companies would waste a perfectly qualified lead. Each company took time and money to get me to their site. They qualified me and brought me through a process
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Client or Customer?
Do you have clients or customers? I had a meeting the other day during which we discussed the difference. It is interesting to take a step back from time to time and think about your customers and how you refer to them. You will probably care for and market to your customers differently based on what you call them. Think about your lawyer or accountant. Are you their customer or client? If you sell retail products or services you probably have customers. The word client implies that you have a relationship and that there is an ongoing business relationship. While a
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Google continues to Gobble
Google recently announced they acquired Feedburner. I have been watching Feedburner's growth for about two years and I am a big fan of their services. We use them at Trump University (see the link on the right). In addition to all the metrics and services they can provide they created a new medium for marketers. If you read RSS feeds you might see an ad from time to time and in many cases you will see a little note that says powered by Feedburner. If you are marketing your business or if you have a blog you might want to check out their services.
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Are you an expert?
If you are an expert then you should create a Squidoo page. These are basically one page websites that showcase your business or skills. Take a look at our Squidoo page and let us know what you think. We are donating all profits generated from this page to the Squidoo charity fund. We could use some extra traffic, feedback and votes to make the page better which will eventually help some worthy causes.
If you are marketing a business, product or service then you are an expert in that area. If you are an entrepreneur or real estate investor then you
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Are you stuck in a Dip?
For those of you that don't know I am a big Seth Godin fan. Some might say a groupie... I read his books, blogs and when possible go and hear him speak. Today I had the privilege to hear him on his NYC Dip Tour. As always the presentation and the content were excellent.
Most businesses go through a growth dip and Seth does a great job outlining this business phenomenon and discusses the process of getting through the dip and prospering.
Here are a few key take-a-ways from this morning's seminar: (I recommend buying the book to get the full story and
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To blog or not to blog?
This is not a post about Shakespeare and Web2.0 but it is a good question if you have your own business and want to create a brand for yourself. We can’t tell you a blog is going to make your business great but it is definitely worth considering when you think about your brand and marketing plans. A blog will help you with your search engine rankings and it is a great way for potential customers to learn more about you but it does require work. Here are some resources and tips to help you evaluate the blogging world and if you already have
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Enjoy some TU insight
Bob Bly recently did a survey about email marketing and he asked us to participate. Bob was kind enough to quote us in his regular column in DMNews. Enjoy a small view under the Trump University Marketing hood.
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Live and in Person
The TrumpU Marketing Maestros will be attending DMDays NY in June. We might set up an impromptu (not event related) marketing roundtable for Trump University students to meet and network at the event.
Stay tuned.
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Meet the TrumpU Marketing Maestros
Welcome to the TrumpU marketing blog. We thought it was time to break out from the main Trump blog and create our own blog dedicated to marketing and sales. We know our students and users want to learn marketing tactics and tips from Trump Org. Now you can.
This blog will be very different from the Trump Blog. Posts will be shorter. We will try to point out interesting sites and news that relate to marketing and entrepreneurship. Some days we may just put up some interesting links or sites that might be useful to your business. Think of the blog as sort of a cliff notes
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