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America the Good… and Bad

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ROI by Frank J. RichROI
BY FRANK J. RICH

The legend of the American psyche richly colors its cultural disposition. American business is no less the beneficiary of a population given to self-actualization. Entrepreneurs at heart, Americans speak one phrase perhaps more than any other when confronted with the simple and the genius in innovation: “Why didn’t I think of that?”

The lament is telling; we could not see missed opportunity had we not first felt (in some ways) prepared or entitled to achieve it ourselves. The apparent energy in the American psyche is a summoning force that disrespects the habitual tracking of the dundridges, now more than 3.5 million dotting the hallways and offices of government across the land.

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September 15, 2014 |

Causing Conversations

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ROI by Frank J. RichROI
BY FRANK J. RICH

Turning a prospect into a customer is the goal of all commercial organizations, not least retail. It applies equally to medical professionals and not-for-profit organizations, whose patients and patrons
are customers before conversion. It’s the preoccupation of SEO (Search Engine Optimization).
The simple view of conversion is the point at which a prospect buys, but today there are often more steps to this end-result. Conversion may be defined as causing a prospect to perform a specified action. Examples of conversion include signing up for an e-mail newsletter or promotion or contest, returning to a site or store or radio program to check if you won or the status of the contest, clicking on a link, or moving from a browser to a buyer.

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September 4, 2014 |

Merchandising That Jumps

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ROI by Frank J. RichROI
BY FRANK J. RICH

A storefront is seldom the entire resume of the business inside, but it is made more appealing by what you see from a distance and revealed of the value within by a little investment of time. Much the same as a home for sale, curb appeal is vitally important to customer engagement. Yet, most local stores have little more than roughly made signs to engage shoppers. Stores decorate for the holidays, post specials, and place tent signs out front, but most just do as others and join in “indiscriminate marketing.”

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August 22, 2014 |

Biz Wiz

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ROI by Frank J. RichROI
BY FRANK J. RICH

In my efforts to inform best principles and practices over the years I have relied on the wisdom of thoughtful people across all fields. Their words and the powerful phrases of action they inform have been sustenance for me, and the clients I serve. My interest in these words of wisdom—indeed, the interest of clients as well—stems from a burning question that better equips managers everywhere: “How do I turn wisdom into a practical reality?” It’s the right question; as Einstein liked to say: “Nothing happens until something moves.”

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August 18, 2014 |

It Could Happen Here

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ROI by Frank J. RichROI
BY FRANK J. RICH

Opportunity usually strikes a happy pose, but the path to its promise is most often the ardor in work. Curiously, “nothing happens until something moves,” as Einstein liked to say. And to these aphorisms success is usually just a reach away.

These days, midsize and small companies have joined the “ride to riches” on the cyberspace shuttle in increasing numbers. The potential in gaining access to millions of “customers” by the click of a mouse is too appealing to pass up. After all, what if it works? If this view alone were the stuff of fulfillment, more people would believe in God.

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August 8, 2014 |

The Fervor of Enterprise

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ROI by Frank J. RichROI
BY FRANK J. RICH

Business and life have a tendency to confront us with the reality of our condition—good or bad. Ultimately, we are revealed for who we are no matter how hard we try to conceal it. The pattern of behavior that characterizes each of us is more often some part the person we don’t like and some part the one we do. Strangely, the objective view of oneself is lost in the mix.

The workaday world requires a heads-down approach at times. Much of what gets done is done by an individual in time he alone commands for its completion. That we are capable of processing (completely) only one thing at a time forms the biochemical predisposition  of both our limitations and our opportunities. Objectivity, were it truly the vaunted mantle of more than our “ideal image,” would not so easily be sacrificed for our typical expressions of emotion and thought, the subjective view that produces most decisions.
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August 1, 2014 |

Real-Time Marketing

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ROI by Frank J. RichROI
BY FRANK J. RICH

Opportunity usually strikes a happy pose. But the path to promise is most often the ardor in work. Curiously, “nothing happens until something moves,” as Einstein liked to say. Add to these aphorisms,  “success is usually just a reach away.”
These days, mid and small companies have joined the ride to riches on the cyberspace shuttle in increasing numbers. The potential in gaining access to millions of “customers” by the click of a mouse is too appealing to pass up. After all, what if it works? If this view alone were the stuff of fulfillment more people would believe in God. Frankly, research reminds us that the Internet has a paltry 2 percent ROI, converting only 5.9 percent of retail sales.
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July 25, 2014 |
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