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Jacqueline Drew: Basic marketing for basic business types

Money Talks is a collection of daily columns from The Business Network, which airs weekday mornings on CBC Radio One at 5:45 a.m. ET (6:15 a.m. ET in N.L.).

Recently a journalist called me looking for basic, inexpensive marketing ideas for various types of businesses. So thought I would give you a quick summary of some of my handiest, most inexpensive ideas for various types of businesses.

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Jacqueline Drew: Marketing yourself to prospective employers

Money Talks is a collection of daily columns from The Business Network, which airs weekday mornings on CBC Radio One at 5:45 a.m. ET (6:15 a.m. ET in N.L.).

A good friend of mine got fired from his job today. So today, I am inspired to talk about a different kind of marketing - marketing yourself - instead of the more typical marketing of a business' products or services.

Marketing yourself as a person to prospective employers, for some reason, seems far more stressful than marketing other things. But in fact, it's almost identical to marketing a business - if you do it right. Here's what I mean:

First, what is your long term vision and core values? Any prospective employer you choose must get you on a path to give you the skills you want. For example, if you want to own a chain of restaurants, working as an employee in a restaurant isn't a bad place to start.

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Jacqueline Drew: Finding quality

Money Talks is a collection of daily columns from The Business Network, which airs weekday mornings on CBC Radio One at 5:45 a.m. ET (6:15 a.m. ET in N.L.).

If you're at all like me, you hate buying something only to get it home and realize it's a piece of junk. The problem is, things often look better in a store or display than they actually perform once put into regular use.

But really, as consumers, can we be expected to know whether or not we are really buying quality items? I think so. Let's look at three key product areas: clothing, electronics, and furniture.

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Jacqueline Drew: How to avoid those sleazy marketing tricks

Money Talks is a collection of daily columns from The Business Network, which airs weekday mornings on CBC Radio One at 5:45 a.m. ET (6:15 a.m. ET in N.L.).

It's a sad thing that I have to do a column on sleazy marketing tricks used to dupe consumers. But, alas, we know they exist.

And I'm sure there are a great many of you out there who would just love to know what they're being subjected to, from the inside perspective. So as a marketer myself, albeit not a sleazy one, I thought I'd give you the scoop on how it's done, so you can better protect yourself!

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Jacqueline Drew: Memo to Canadian consumers: Complain more!

Money Talks is a collection of daily columns from The Business Network, which airs weekday mornings on CBC Radio One at 5:45 a.m. ET (6:15 a.m. ET in N.L.).

The Canadian: Mild, Polite, Unassuming, Gentle. The Canadian doesn't like to hurt anyone. The Canadian doesn't grandstand. The Canadian doesn't yell and scream and cause a fuss. Which is just perfect when nothing is going wrong. But what happens when someone steps on the Canadian, abuses the Canadian, and then bills them for it?

I'll give you an example. My husband and I were at a restaurant recently, and our server had some kind of an awful mood going on. She ignored us the whole evening, asked to take our plates when we still lifting the food on our forks, pushed us to pay before we were ready to leave, and then treated us like criminals by counting all the money at the table right in front of us to make sure it was all there! What's a polite Canadian to do? You know, besides apologizing and wondering, "is it something I did?"

I say, stand up and complain. Here's why:

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Jacqueline Drew: A marketer's Top 5 predictions for 2008

Money Talks is a collection of daily columns from The Business Network, which airs weekday mornings on CBC Radio One at 5:45 a.m. ET (6:15 a.m. ET in N.L.).

The world, she is a changin'. Consumers are embracing the information era, and getting much wiser. As a marketer, that has some very important implications regarding what consumers want, and how they should be marketed to.

So I thought I'd give you my top five predictions for what we can expect in the year ahead.

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Jacqueline Drew: Don't give in to the cybersquatters!

Money Talks is a collection of daily columns from The Business Network, which airs weekday mornings on CBC Radio One at 5:45 a.m. ET (6:15 a.m. ET in N.L.).

Recently I was trying to find a good domain name for a client of mine that had just changed his corporate name. Unfortunately, almost every variation of the name he wanted was gone, and in particular, the ".ca" he wanted was being held by some company who wasn’t even using if for a website They had just grabbed it and parked it, waiting for a sucker to come along and offer them big bucks for it.

Of course, this wasn’t the first time I’d run into such devious companies – so I called a fellow I know who owns a hosting company to see what he thought we should do. I was quite shocked to learn that he said he too grabs names and parks them, holding out for some big fat offer from a desperate enough company.

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Jacqueline Drew: Foiling fraudulent marketers

Money Talks is a collection of daily columns from The Business Network, which airs weekday mornings on CBC Radio One at 5:45 a.m. ET (6:15 a.m. ET in N.L.).

It is sobering to learn of the enormity of the profits that fraudulent telemarketing firms earn - and just how legitimate they can appear. Having done some research into the area, I thought I'd share some insights to help your business.

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Jacqueline Drew on marketing: The customer isn't always right

Money Talks is a collection of daily columns from The Business Network, which airs weekday mornings on CBC Radio One at 5:45 a.m. ET (6:15 a.m. ET in N.L.).

"The Customer is always right," coo many business people, pretending that their customers' word is gospel, "Yes, yes, yes....it's our fault. We'll fix that right away sir..." And many consumers have smugly come to believe that indeed no matter what the circumstances, businesses should indeed cower to their complaint or whim.

As a marketing professional, shouldn't I agree? After all, good marketing is really about fulfilling every desire customers have, isn't it? Well, sorry but not all the time. Here's what I mean:

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Jacqueline Drew on marketing: Keep it simple, stupid!

Money Talks is a collection of daily columns from The Business Network, which airs weekday mornings on CBC Radio One at 5:45 a.m. ET (6:15 a.m. ET in N.L.).

Last week I had to chuckle at myself for lining up in a bookstore to buy about three books which all included either the words, "The Idiots Guide to" or "The Complete Idiot's guide to" or "yada yada yada for Dummies. " Now mind you, I was buying books on Mathematics and Statistics, but I still thought it was pretty telling that books of that ilk were in fact appealing to me, a person who generally likes to think of herself as at least a mildly intelligent woman.

Anyway, it got me to thinking about a phrase a good friend of mine often says, which is "The risk of insult is the price of clarity." And this is something that couldn't be more true in creating good advertising.

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