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Table of Contents

Lead Story

Payments industry boldly moves forward

News

Industry Update

FDIC warns banks about processors

IRS backs down on reconciliation requirement

Facebook becoming a payment business

Trade Association News

Features

GS Advisory Board:
Views on IRS reporting and TIN matching

It's time to build your sales force

Marc Beauchamp
Performance Training Systems

An interview with Harold Montgomery

Ken Musante
Eureka Payments LLC

Research Rundown

ISOMetrics:
Commanding retail categories

Minimal (but effective) marketing makeovers

Selling Prepaid

Prepaid in brief

Glitch in Google Wallet raises security concerns

FIs awaken to prepaid's power

Views

Shop small, shop local

Patti Murphy
ProScribes Inc.

Education

Street SmartsSM:
The ins and outs of marketing

Bill Pirtle
C3ET Credit Card Consortia for Education & Training Inc.

Legal strategies for an evolving marketplace

Adam Atlas
Attorney at Law

Modern payment pros fill the knowledge gap

Nicholas Cucci
Network Merchants Inc.

MLSs are masters of change

Dale S. Laszig
Castles Technology Co. Ltd.

Company Profile

Harbortouch

New Products

Mobile wallet commerce platform

Apriva Wallet
Apriva LLC

Inspiration

Are you trying too hard?

Departments

Forum

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

February 27, 2012  •  Issue 12:02:02

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Minimal (but effective) marketing makeovers

Businesses must keep up with the times. That's what marketing is all about - keeping businesses current, vital and evolving. But updating a company's image can backfire much like bad plastic surgery: if you do too little, you waste resources without enjoying the desired "lift" in awareness and sales; if you do too much, you risk becoming unrecognizable to your customers.

So refrain from jumping right into an overhaul. If your website looks stale, don't start from scratch. Simply changing the font style of your messaging, freshening up graphics or simplifying page designs can have a surprisingly positive impact.

If the last entry on your corporate blog is over six months old (you do have a blog, don't you?), commit to adding one short post a month that involves tips, helpful advice or product insights that would be of interest to your audience.

Even if the blog goes largely unread, keeping it updated will signal to clients and potential customers that your business is keeping up with the times.

Get social, too

If you want to take that blog to the next level, it's not hard. Employ social networking tools like Facebook, Twitter and LinkedIn to push posts out to potential customers far and wide. It may take time for you to capitalize on your efforts, but social networking is free to use. All that's needed is perseverance and something interesting to say.

But there's another cost effective "tuck" a business can perform on itself. With the corporate world increasingly a business-casual environment - with jeans and dress shirts often replacing suits and ties - businesses can capitalize on this to promote corporate decision makers as customer-friendly business advisers.

Give end-users access (or perceived access) to top executives via YouTube videos posted on website home pages. Maybe it's video from the chief executive officer's presentation at a tradeshow or a direct, into-the-camera "chat" that details the company's corporate vision. Getting corporate leaders out front instantly modernizes and personalizes businesses.

Nothing drastic needs to be done. A little thoughtfulness and creativity can give your company a stylish, modern look.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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Spotlight Innovators:

North American Bancard | USAePay | Super G Capital LLC | Humboldt Merchant Services | Impact Paysystems | Electronic Merchant Systems