Jan 14

6 Step Marketing Strategy

Posted on Wednesday, January 14, 2009 in Marketing

If your planning on starting up a small business or launching a project here is a simple marketing strategy I compiled that will help maximize your effort.

  1. What is the purpose of your marketing plan? (ex: get a client to call or purchase a product)
  2. How can you separate from others? (research your competitors, make a comparison list)
    1. What solution or quality can you add to your target client?
    2. How can you maximize their profit?
    3. In two sentences explain why a client should use you over the competitor across the street. Keep it short and sweet go for their heart no head. (ex: “In the factory we make cosmetics; in the drugstore we sell hope.” Apple did a good job with “1000 songs in your pocket”)
  3. What is your strategy?
    1. What mediums will you use? (mailers, emails, ads, speaking…)
    2. Make sure each medium is setup to analyze. (landing page, analytics, calls)
    3. Work with your target clients perceptions. (ex: did you know soy milk does NOT need to refrigerated before it’s opened? In grocery stores they market it by having it in the refrigerated section to give the perception it’s more fresh.)
  4. Set a realistic budget
  5. Set realistic goals, refer back to your purpose (step 1) and set a time line for each medium.
  6. Analyze all avenues taken to find the most effective.
    1. A good way to analyze effectiveness is to use these two simple formulas.
    2. Cost per sale:: Amount spent on that medium (divided by) number of sales = Cost per sale
    3. Cost per reaction:: Amount spent on that medium (divided by) number visitors/calls = Cost per reaction

This is just a brief overview, if you would like to learn more about marketing fundimentals head on over to www.smallbizu.org/m101/ for a more comprehensive look at marketing 101.

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Jan 13

Photography Tips and Tricks

Posted on Tuesday, January 13, 2009 in Photography

SHARPNESS :: Getting your pictures sharp!

  • Get a cable release to push the button for you.
  • The sharpest aperture is 2 steps down from the smallest setting (if your lowest is f2.8 then f5.6 or f8 would be the sharpest)
  • Raising ISO creates more light but also adds grain, keep it under 200 if possible.

San Diego Bay

WEDDINGS :: How to shoot weddings?

  • Going against the last input Increase the ISO inside churches to compensate for the low light. Also use a large F stop f1.4 or f2.8 if possible (Noise Ninja from PictureCode.com is a noise reduction plug-in for Photoshop)
  • Use a diffuse cover over the flash or bounce the flash off the ceiling or wall to prevent harsh hard lights.
  • Use a flash outdoors to fill in the harsh shadows caused by the sun.
  • Shoot the bride and groom first after the ceremony (so everybody is not waiting at the reception)
  • Use a large F stop > f11 when shooting groups to get everybody in focus.
  • The bride is the Quarter Back. MANY shots of her, she sells.
  • When shooting full body shots lower the tripod to the waist and aim the camera at the waist NOT the head.
  • With 7/8 shots (full body from the calf up) move the tripod to the chest aiming at the chest.
  • Head shots move the tripod to the eyes or slightly above and aim at the eyes.
  • Don’t crop at joints (knees, elbows) it makes the picture awkward.
  • Shoot on simple backgrounds and use 2-3 different backgrounds to be less repetitious and boring.
  • Shoot details (shoes, airline tickets, flowers, invites…) be creative. (it’s the new in thing)
  • Find a window without direct sunlight and stand 6-8 feet away for great natural light.
  • When shooting couple shots move their heads close together (uncomfortably close) to show love in the shot.

LANDSCAPE :: When and how to shoot landscapes.

  • There is a 99% chance you will only get the ‘wow’ effect in the first and last 30mins(magic hour) of sun light.
  • Small aperture < f2.8 = blurry background (short depth of field)
  • Large aperture > f11 = clear background (more things in focus)
  • Have a distinct foreground, middle ground and background (create depth).
  • Don’t put the horizon in the middle of the shot. Focus on the sky or ground.
  • Add a person or car to add size to the landscape
  • If there is flair coming in the camera block it with something (hat, notepad…)
  • Gradient Neutral density filters makes the ground and sky look better less blownout.
  • When shooting wildlife (birds, tigers grrr) get closer than you think! Afterward most people look at the photos and say “I swear I was closer”

Pennsylvania Digital Photography

SPORTS :: Capture action forever.

  • Shoot at least a 1/640 shutter speed.
  • Set white balance to indoors.
  • Use a zoom lens and teleconverter x1.5 or x1.4 stay away from the x2.
  • Slightly raise the ISO between 400-800 (minimal grain) for faster shutter speed.
  • Anticipate the next action or play.
  • Don’t just shoot the winners, losers make great shots too.
  • Shot in burst mode (if applicable).
  • Use a tripod (if applicable).
  • Open the aperture of > 2.8 if possible to let in more light.
  • With objects in motion give them somewhere to go in the shot. Don’t crop things that enlighten their movement.

PEOPLE :: Make people look their best!

  • 85-100mm zoom is the sweet spot for shooting people.
  • Set the aperture to f11 to keep all of their face in focus.
  • For outside shots use simple backgrounds and break the f11 rule and go to f2.8.
  • Outside backgrounds should be darker than the subject.
  • Focus on the eyes.
  • Set the tripod to eye height.
  • For closeup shots set the subjects eyes 1/3 the way up.
  • Shoot outdoor shots in the shade to avoid harsh light.
  • Find a window without direct sunlight and stand 6-8 feet away for great natural light (turn flash off).
  • To get those sunset pictures first expose the camera for the sun then shoot your subject with the flash on to compensate for the light difference.
  • Use reflectors outside (avoid direct sunlight if possible).

TIPS :: General photography tips.

  • Cold weather eats at your batteries.
  • When traveling shoot old people or kids. NEVER shot crowds (unless it’s the running of the bulls).

Bottom line is have fun and be creative. Do things outside the box that you don’t feel comfotorble with and take a lot of snaps then see what you come up with!

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Jan 12

Stand Up Comedy [Getting ready tips]

Posted on Monday, January 12, 2009 in Comedy

  • Don’t hang out with Debbie Downers before you go on, or anytime for that matter.
  • Before you go on think of a time you were super funny and bring the confidence to the stage.
  • Work the Crowd – Ask a crowd member a question about a topic you have material on (have them set you up for a joke).
  • Timing – Let the crowd go up and down. Let them come down them hit them back up before they get to the bottom.
  • Don’t try to GET laughs but GIVE laughs.
  • When you tell a joke have a stand on whether it makes you Happy, Angry, Sad let the crowd know how to feel and what they are laughing at.
  • Open up with an energy getting “How’s everybody felling!”, “Ready to have fun!”, or “Everybody ready to have sex!”
  • Watch various comics on youtube or any other medium. Don’t just watch your favorites.
  • Look at jokes as Trial and Error. Test then adjust.
  • REHEARSE practice in front of a mirror and video camera (if you can). Watch yourself and make changes where needed.

If you have fun and enjoy what your talking about, it will show through.

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