Amy Myrda -- Marketing Blog

Clean Sweep is a non-profit organization that involves events to clean the Chicago River. There is an agreement to provide free kayaks from a company. Then the participants are given gloves and a trash bag to collect garbage. The purpose is to preserve the environment and teach people about litter. The company gives back to the participants the community and promotes their company simultaneously. To advertise, they use Facebook events, flyers, and promote within the company. The have a logo, a mascot, and some merchandise.  There are some stickers, shirts, posters, and more. When people check-in, they ask for an email for additional event information. In addition, there is an option to explain how they heard about the event and non-profit organization. They have considered using technology to help drag the trash out of the river. However, they found that there is more satisfaction for the participants to pull the trash out of the river themselves. There will be a few more events th...

Research is key to understanding your customers according to Guerrilla Marketing . It can either be free or paid, but the payoff is usually much bigger than the initial investment. There should not be a substitute for inspiration, but research can help spark breakthrough thinking from listening to customers. Ignorance is more expensive than paid research -- without knowledge of your customers, it can lead to a small business failure. To market something successfully, there must be tests and surveys done prior to launching. Use search engines, the library, and customer information to learn more about the market, the competition, and the customers.  The number of questions on a given survey may impact the number of responses turned back in. Questionnaires with five to six questions, had a less than 50% return rate. However, a fifteen-question survey had a return rate of 78%. If the person can remain anonymous, they will more likely fill out the survey. Trends can be spotted within th...

Surfing the Tsunami is all about beginning the journey of learning and exploring artificial intelligence (AI). For AI learning in general, there are some classes such as Coursera, Udacity, Khan Academy, or DataCamp. To be honest, I am a bit of a laggard in this area. Like a turtle, slowly but surely, I will get to where I am going. I use the technology advancements at work for the most part, and willingly learn when it is presented to me. However, I have not necessarily gone out of my way to learn about AI in the past. The three levels of learning are presented in detail: adapt, adopt, and adept. I am trying to be more comfortable with the adopt phase. The hands-on portion of making a website, a blog, Google Ads, Canvas, and looking into other AI platforms and companies was interesting. Most of it was slightly less intimidating once I sat down to figure it out. For work purposes, AI can be helpful, but if the system goes down, it is a nightmare and can be unsafe for patients.  AI ...

 Marketing can quickly become expensive, but according to Guerrilla Marketing , it is important to save marketing money by not wasting money. Minimize changes to the marketing campaign originally designed. Changing all the time costs more money. The best way to save money is to maintain the same marketing program. In addition, bartering may be especially useful when working with radio stations, newspapers, or TV stations. Provide something that the other needs in exchange for paying full price for their ad space. More than half of media is obtained through bartering. Cooperative advertising funds may also be helpful to reduce marketing costs. Larger advertisers may pay cash to smaller advertisers who will mention their name or include their logo on their ads. For the smaller company, it also shows credibility for themselves by naming a nationally recognized company in their ad. Lastly, as a guerrilla, set up per inquiry or per order arrangements with the advertising medium – share ...

To achieve goals, you must learn to trust other people and utilize cultural collaboration, according to Helen Yu in Ascend Your Start-Up . A simple set of shared beliefs can be used to align the day-to-day strategies. Help one another, show gratitude, be transparent, and learn to understand one another. People make up the 80% of change management while technology makes up about 20% of overall success. 'Growth thrives at the intersection of humanity and technology.' As a leader, it is imperative that people feel valued, have a voice, and champion those who are underrepresented. when working with investors, determine if they align with your core values as well. Compare their track record, determine the amount of control they have over you, and determine if they are the right fit or not. Encourage honesty and positive change with real conversations and expression of ideas and opinions to inspire innovation. Be grateful for your team to focus on relationship building.  Empathy is l...

Learning from others who are experts in a field of interest is usually the best option, according to Surfing the Tsunami . Artificial intelligence (AI) is no different, with many leaders who have provided insight and opinions on what the future holds in relation to AI advancements and the impact on society. Some of these leaders are Andrew Ng, Geoffrey Hinton, Pedro Domingos, Fei Fei Li, Jim Spohrer, and Irving Wladawsky-Berger. Andrew Ng makes AI easily accessible to others by providing free online lecture videos and co-founded Coursera . Geoffrey Hinton focused more on deep learning, advancing technology to function more like the human brain instead of simply data input and output. Pedro Domingos focuses his work on machine learning classes, TEDx talks, and is the author of Master Algorithm . Fei Fei Li focused mostly on visual learning of computer advancements. This can be seen as self-driving or auto-correcting cars. Growing up, I built a robot with my dad and brother at a robotics...

Using the Blogger Site and setting it up was fairly simple. However, to change the design and formatting can be more challenging. One layout design I do not think is the greatest is the archives section. It is more difficult to find previous blog posts as more and more are posted each week. The archives section is set up by month or weekly. However, to find the topic in question, I would assume that alphabetical order would be easier to utilize. I used the frequently asked questions section and ended up in a forums section. The forum allows users to ask questions and other users can provide answers.  The forum had someone who previously had a similar question about how to better organize the archives in alphabetical order. Another user created an HTML java script. The user posted the script link in the forum. After an update was made on Blogger, the user updated the script a second time for use by others. The script was complicated and reminded me of my computer science days in hig...

 With every good company, there is always a logo. To create a logo, I used Canvas  which can be used for multiple marketing strategies: logos, presentations, videos, flyers, resumes, posters, brochures, newsletters, menus, business cards, Facebook or Instagram posts, and more. There are templates for ideas, or you can start with a blank slate. The layout of the website makes it easy to work with and create something. The templates are also totally customizable.  Screenshot of templates available In addition, the website allows for creativity and does not limit the user much on design. The basic level is free, but there is also a Pro level with payment for the resources. I am not that creative unless given at least an introductory template or game plan to work with. I appreciated the templates, and it was fairly straightforward.  Screenshot of designing the logo The website allows the logo to be downloaded once it is completed. This allows the logo to be used on multi...

 To create a website, Google Sites is easy to use with multiple prompts, templates, and suggestions. The Google Help Support and Frequently Asked Questions (FAQ's) sections were beneficial and easy to follow. Same as Google Ads, it requires a Gmail account to be linked and log in. There are suggestion templates, or you can start from the very beginning with a blank screen. I created a marketing consultant website page with a few basic pages. The design and layouts allowed customization and creativity.  Screenshot of Main Website Page On the right-hand side of the website page design, you can insert additional elements, add pages, and create links within the existing webpage to other sites if need be. For example, if you have a restaurant, there are templates that can help link your site to an online reservation site, a third party. Another page I created was about how the company can help the customer.  Screenshot of Second Page Each page can be clicked on and switched wi...

To create your own website with Google Sites, check out Hands-On: Creating a Website. After designing my website, the link was very long and cumbersome. The original link was  http://sites.google.com/view/ami-marketing-consult . By creating a Google Domain, you can select the website name of your choice (provided it is not already in use). On Google Sites, select the website that you want to change the link name. Select 'Settings' and then 'Custom Domains'.  Screenshot of 'Settings' and 'Custom Domains' buttons Select 'Start Setup' and follow the prompts. Fill in keywords that you would like to use for the website name. There will be a list of website name options that are available for use and a listed price for the Google Domain.  Screenshot of list of available domain names Once a website domain is selected, there will be a review page and asks for payment information.  Once the payment is accepted, the website will activate the domain in up t...

 To create an advertisement on Google Ads, it is linked to a Gmail account. On the Google Ads website, you can link the email to the Google Ads campaign. Then, clink on '+New Campaign' and follow the prompts. Fill in the information about the type of business, keywords, message for the advertisement, and link a URL to the ad.  Screenshot of Creating the Headlines Screenshot of Creating the Keywords Keywords and headlines are the things Google searchers will notice when the ad appears on their search results. After the prompts are completed, there is a spot to include a picture or logo. This can provide a nice visual for people searching on Google. It may provide an extra glance at the advertisement compared to others.  Screenshot of Adding a Logo or Picture to Ad There is a preview available to view the Ad design and layout. As I was filling in the prompts, I noticed it was filling in on the layout preview to actively show what your work would look like. I ran the ad crea...

Select the most effective and lethal marketing methods by focusing on their strengths, according to Guerrilla Marketing . Radio is more intimate with one-on-one sessions with the audience. In comparison, newspaper is more effective at promoting general news, while magazines build credibility with the readers. TV utilizes demonstration, visuals, words, and live contact with the audience. Lastly, direct mail targets your audience in a more personalized manner with precision. Online marketing provides interaction, connectivity, community, and more details can be provided easily. When using online marketing there are 8 elements: planning, content, design, involvement, production, follow-up, promotion, and maintenance. Online allows guerrillas easier and broader access to additional and current customers. When presenting campaigns, it should focus on purchase-minded people and those who are invested in the product or service. Being involved in the community and boost powerful contacts and c...

 In order to Ascend Your Start-Up it is important to align the strategy with a process and in terms of measurements. The two traits that set top companies from others are accountability and alignment. Accountability includes taking ownership of ideas and endeavors to achieve goals. Having a process and aligned priorities can help set a roadmap for repeatability, growth, and open the door to improvements when necessary. Objectives and key results can be determined within each department to obtain a common goal for the overarching organization. Aligning the departments to function as one is imperative to creating success. Focusing on strengths over weaknesses can provide the core goal to accomplish goals: product development, sales, engineering, vertical business operation, brand, and customers, vision, service, and thought leadership are some areas that can be the main company focus. Establishing a process and practice helps align strategy and drive accountability during execution....

 Becoming adept in artificial intelligence (AI) is the final step of responding to AI advancements, according to Surfing the Tsunami . Getting directly involved in coding, learning to work with the data, and using the information for the greater good encompasses being adept. Using Python and R are two commonly used coding programming systems. In high school, there was a computer science class that used Java script. We learned how to create small computer program projects within the system. Coding is quite tedious and can be frustrating when the program is not doing what you anticipated. There are now newer advancements such as DataRobot or TensorFlow. Machine learning is using data to answer questions. Training involves using data, and predictions includes answering questions. Data leads to training, a model is created, with predictions made, to answer the question(s) at hand. The 7 steps of machine learnin g include gathering data, preparing the data, choosing a model, training, ...

 In Guerrilla Marketing , creativity creates profits based on knowledge. Knowledge is important regarding your own product or service, competition, current events, the target audience, economy trends, marketing, and current trends. Reading about world events, watching talk shows, popular TV shows, and the news are some ways to learn about current trends. Also, be aware of the competition's campaigns and marketing strategies. Do not fall behind, keep up. Then, combine a few elements to create a new strategy and campaign.  There are 7 steps for successful marketing: find drama within your product (the interesting element), translate the element into something meaningful, state the benefits honestly and believably, get people's attention, motivate your target audience to be involved, communicate clearly, and measure your finished marketing strategy (advertisement, commercial, Website, etc.) against your creative strategy. Try running six advertisements in a newspaper rather than ...

 As a start-up, it is imperative to listen to your customers and stay close to those who invest in you and offer advice. Being able to listen and truly understand your customers will set you apart from competitors. In Ascend Your Start-Up , there are 5 competencies to build a customer-centered organization: treat customers as assets, align intentionally around customer experience, build an active customer listening path, deliver consistent and reliable customer experience, and create a culture of accountability around customer experience. By working with existing customers, there is no need to onboard, but meeting quarterly to review and reconnect can help align priorities and mapping out a process. Onboarding a new customer can cost five times more than working with an existing customer.  The journey is typically six stages: evaluate, invest, deploy, adopt, expand, and advocate. The customers also expect the following functions from you as the start-up: marketing, sales, pre-...

 Adopting artificial intelligence (AI) is important to adjust to changes and still maintain relevance, marketability, innovation, and be successful. In Surfing the Tsunami , it mentions that Amazon is highly successful with the e-reader products. I had one of the first e-readers back in the day. It was exciting and I ran out of room on bookshelves multiple times. However, the debate of whether I purchase a new book title via electronically or a paper version depends on the price. At the same time, local bookstores are still unique and a great experience to go pick out some new reading material. Growing up, the bookstore my favorite place to go shop -- study with friends, pick out new books, and learn new things. The tables with the recommendations never failed to hold my attention. Amazon does not have the same personal experience trying to decide what to read next.  Regarding other homemade or personalized items, Etsy is a website platform that allows small businesses to pro...