In our discussion about marketing strategies this week, we’ve already covered cause marketing and relationship marketing. Today, we’re focusing on scarcity marketing.
What is Scarcity Marketing?
Scarcity marketing involves motivating people to buy something by telling them there is a shortage in what is available and a limited time to act. The goal is to create a sense of urgency through an aggressive call to action; to make people scared that they will not be able to acquire something that they want if they don’t act fast.
Scarcity Marketing Background
It’s difficult to pinpoint the first instance of scarcity marketing, but companies have used the technique for many years. One of the most notable examples of scarcity marketing – the Disney Vault – started during the 1980s. Walt Disney Studios Home Entertainment began to reissue limited editions of their films and urge consumers to purchase these films before they went back into the “Disney Vault.” Because each Disney film is only for a limited time before it is put in the vault and not made available for several years until it is released again, consumers are driven to act fast when a new video is released.
Scarcity Marketing: Use the Fear of Shortage to Sell More
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Censor Your Images With A Mosaic In Photoshop
You frequently see censored images in newspapers, magazines and on the television. Pixelation is most often used to blur out the features of people to preserve their privacy. Whether it’s to protect the children of celebrities, a car number plate or a person’s private parts that have wrestled their way out of their clothes, there is a Photoshop filter to help censor those images. Here’s a really quick way to give your images that censored look using the Pixelate filter in Photoshop.
1. Open up the image that you want to censor. I’m using a wallpaper of the movie poster for Leap Year which I downloaded from MovieWallpaper.net. I don’t know anything about the movie, I was just looking for an image with a couple of faces in it.
2. Draw a circular selection around the man’s face using the Elliptical Marquee tool (M).
3. Press Ctrl + J (win) or Cmd + J (Mac) to duplicate and copy the selection onto a new layer.
4. With the new layer selected, choose Filter > Pixelate > Mosaic. This opens the Mosaic dialog box. Make sure the Preview check box is selected so you can see how the image will be affected.
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A GIF Animator, What Do You Use?
Admit it -- you do it too! Sometimes you just need to make an animated GIF. The question is: what do you use?
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Focus on Clients with Relationship Marketing
Yesterday, I wrote about cause marketing as one of four types of marketing strategies I’m covering this week. Today, we’re looking at relationship marketing.
What is Relationship Marketing?
Relationship marketing focuses on using customer service and quality of service as benchmarks in a company’s marketing activities. Relationship marketing campaigns are developed by looking at the lifetime relationship with clients rather than the individual dealings in order to increase profit. In relationship marketing, the goal is to satisfy and retain clients in order to create long-term profitable relationships.
Relationship Marketing Background
Leveraging existing customer relationships in marketing began in the 1960s through direct-response marketing campaigns. However, the term “relationship marketing” wasn’t used until 1983 when Leonard Berry wrote the book, “Relationship Marketing.”
Benefits of Relationship Marketing
It’s obvious that there is a lot to be gained by marketing to your existing client base. Here are some of the positive results:
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Color In Design: Orange
Moving on from last week’s versatile Green, today we’re taking a look at the color Orange and its use on the web and in logos. Orange is combination of red and yellow, a warm vibrant color with connotations of energy and flamboyance. It’s less intense or aggressive than red but can be used in a similar fashion to grab attention and highlight important areas of a design.
Orange designs often convey a sense of friendliness and in the right hands can maintain seriousness and professionalism. On the downside, orange is sometimes associated with cheapness thanks to companies such as Easyjet which plaster all of their products and services in bright orange. In general though, it’s a great color to attract attention without offending or stopping anyone in their tracks.
Orange as a citrus fruit conveys thoughts of summer, sun, vitamin C and health. It also has connotations of autumn and change; autumn leaves changing from green to orange to brown. Depending on your audience you might choose a very bright yellow-orange or a more autumnal orange-brown.
Using Orange
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SitePoint Podcast #46: Using the Internet for Good with Jim Turner
Episode 46 of The SitePoint Podcast is now available! This week, Patrick O’Keefe (@iFroggy) is joined by social media strategist Jim Turner (@Genuine) to discuss supporting good causes through social media.
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Play this episode directly in your browser! Just click the orange “play” button below:
A complete transcript of the interviews is provided below.
Download this Episode
You can also download this episode as a standalone MP3 file. Here’s the link:
Subscribe to the Podcast
The SitePoint Podcast is on iTunes! Add the SitePoint Podcast to your iTunes player. Or, if you don’t use iTunes, you can subscribe to the feed directly.
Interview Transcript
Patrick: January 29th, 2010. Social media strategist Jim Turner stops by to chat about supporting good causes through social media. This is the SitePoint Podcast #46: Using the Internet for Good with Jim Turner.
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Poll: Point-and-Shooter Vs. SLR
Do you use a 'point-and-shooter' (compact) camera or a SLR?
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Development Processes and Which Language?
"I'm in the process of designing a complete front end sales order to shipment solution for our business that will take the form of a web app."
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Wordpress and PHP Code in My Posts
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7 Reasons Why Developers are Deserting iPhone Apps
iPhone applications have been the success story of the last year. Developers have churned out thousands of excellent — and dubious — applications for Apple’s popular mobile. Some companies have made a fortune selling their software for a few cents.
However, there is a growing trend for developers to move away from Apple’s proprietary platform and return to web technologies. A number of companies, including Twitter, Techmeme and Nextstop are producing mobile web applications that work well on the iPhone but are based on HTML5 in the Safari browser. For example, the jQuery iPhone reference uses jQTouch to simulate the iPhone interface and caches web files so it installs and acts like a regular application.
There are several benefits to this approach:
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.com isn't available: should I use the .org version?
When your preferred .com domain name is unavailable, should you go for the .org version or try a hyphenated variation on the .com version?
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No cookies or JavaScript? No worries. You can be tracked anyway
I’m not quite sure how to feel about this one. The web developer in me is saying “Whoa! That’s so cool!”, while the web surfer in me is saying “Ew.. I’m leaking data everywhere.. How gross..”.
Digital civil rights group Electronic Frontier Foundation (of recent Net neutrality and Facebook privacy battles) has released an eye-opening online tool called Panopticlick, designed to demonstrate exactly how uniquely identifiable you are — even if you’re diligent enough to take some of the most commonly prescribed privacy measures.
Conventional wisdom holds that if you disable scripting and refuse to accept cookies, you’ll be denying web sites the tools they need to recognize you when you return, thus maintaining your anonymity.
However, as Panopticlick shows us, there is still a lot of seemingly benign data available to any web server inquisitive enough to ask — items such as user agent, browser plugin details, local timezone, screen size, screen color depth and system fonts.
As is the case with the proteins in our DNA, while none of the individual pieces are (likely) unique, when taken as a whole they very likely combine to produce a unique fingerprint.
*Head slap*. It was so obvious.
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An Alternative Approach to MVC
Come inside and check out oeyvind 's approach to MVC. What do you think?
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Apple's New Product - the iPad!
The new device from Apple is on everyone's mind. What do you think?
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Test Driven Development - What's the Point?
I've been thinking about Test Driven Design and I'm wondering if there is any real point to writing tests for myself? Why should I follow TDD? Or why should I skip it?
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Dedicated Hosting Comparison
Khurram's article reviewed 10 dedicated hosting plans from different hosting companies and compared their features. Of course, that's far from an exhaustive list. Who's your favorite dedicated hosting provider?
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Estimate for Implementing a Custom WP Skin
What seems like a reasonable amount of time to spend on implementing a custom WordPress theme with all the trimmings?
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Christmas Countdown: All Previous 22 Deals Are Back for 1 Day Only!
For the second-last day of our Christmas Countdown, we’re going to open the floodgates and make ALL deals to date available for one more day!
So, if you missed out on a deal you really wanted, now’s your chance …
Even our deals that were sold out are available again — but if you take up one of those offers, you need to be prepared to wait until late January for the stock to arrive.
Our deals so far:
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2009 Community Awards - Vote Now!
The 2009 SPF Community Awards are now open for voting. The deadline to vote is December 30th. Help show your appreciation to those that put forth their best effort to make SPF a better place this year!
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How to Build a Desktop-Like Application Interface Using JavaScript?
What's the right approach to build a fully-featured, desktop-like application in JavaScript?
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