Consistency is essential in order to dominate in a business driven industry. The number one way to ensure external consistency is to integrate the company’s online messaging with offline messaging campaigns. Achieving consistency, across all spectrums, will minimize brand confusion and increase conversion rates.

Here are six key steps to establish consistent online and offline messaging:

1. Agree upon keyphrases that define your company and its brand.
2. Adhere: Write this superset of keyphrases down and adhere to it.
3. Communicate: Share this list with all, internal and external, channels (each company department, partners, etc.).
4. One Voice Messaging:Only use these keyphrases in each and every form of advertising. Draw consistency with one voice and one message (online, offline, television, commercials, events, print ads, speeches, press releases, current news, etc.).
5. Rigid Messaging: Do not stray from the superset of keyphrases, be extremely rigid.
6. Dominate with Consistency!

It is important to remember a great brand is inseparable from a company’s business. Consumers will recognize and identify what the company stands for.

Brand equity differentiates a company from its competitors.

Conflicting messaging leads to brand confusion and brand erosion, always speak with one voice. After online and offline messaging is synergized and brand awareness established, it is now time to maintain your brand.

Contributed by Lauren Zukowski, Ace Rankings http://www.acerankings.com
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M-commerce, a subset of e-commerce, is said to be the newest retail channel to hit the states; it offers merchants the potential for increased sales and heightened awareness.

Maybe not the hottest ticket in town yet, but with Japan reporting over 10% of all purchases last year coming in from Mobile devices, sounds like a definite growing trend. Is the US lagging or testing the waters. Something to consider.

Let us know how you weigh in on this hot new topic.

Link to article in Internet Retailer

Contributed by Kim Sapienza http://www.coresense.com
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Exposure has always been an important aspect to the business plan of small boutique shops everywhere. Making sure people find you can mean the difference between failure and sucess. Read how a few mid-west boutique owners have added the “ecommerce factor” to their selling stategy and increased sales dramatically.

Link to The Business Journal 

Contributed by Kim Sapienza http://www.coresense.com
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We all know when you walk into a movie theater the first thing that hits you is the smell of fresh popcorn. Boom.. out comes the wallet and in seconds you are munching on one of life’s greatest treats.

On a given Sunday, visit any “good open house” and you’ll smell fresh home baked cookies, even if you don’t see them.What you’re smelling is a few drops of warm vanilla in the oven permeating through the house. This smell signals the brain “umm, I’m home”, or at least that’s the plan.

Walk into any grocery store at 5:00 PM and what do you smell?? Let’s see, fresh baked bread and fresh roasted coffee, .. walk around the corner and “BAM” a fresh roasted chicken. Good smells promote good feeling right?? When you’re feeling good , it’s amazing how easy it is to reach for the wallet. Smell the money now?? “Cha Ching“

Well, it seems this tactic is not only related to food items anymore. Retailers are starting to get in on this action. Take the test.. while shopping your favorite haunts, see how many are using this sales technique, and see how others are weighing in on this topic.

Link to article on Retail Wire 

Contributed by Kim Sapienza http://www.coresense.com
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We see more sellers who judge the health of their businesses by their bank account balance. For example, if there’s money in the bank, it’s a good month. If not, it’s a bad month. Because of the 30 day billing lag for eBay and other fees, this is very dangerous. You need to know if you’re digging a hole for yourself (called “seller flameout”) or if you’re building an empire. You need to understand your Return on Investment and Take Rate to find out how healthy your business really is.

(more…)

Contributed by Allison Hartsoe, Internet Business Skills http://www.internetbusinessskills.com
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While some believe knockoffs bring fashion to the masses and actually spur innovation, designers in the U.S. are pushing for copyright protection to preserve the integrity of their designs. While passage of the legislation is unlikely, the idea of a copyright law has generated debate within the industry.

(link to article on Wall Street Journal) registration required

Contributed by Lisa Andrews http://www.coresense.com
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