Advertising and the Art of War: Part 2

Guest blog from Kelly Joffe of Cliff Ross - Advertising - Web Design. Originally appears at cliffross.com/blog

“Use the orthodox to engage, the extraordinary to attain Victory” – Sun Tzu

In Advertising and the Art of War Part 1, we talked about how the advertising and marketing world is a battle field – and only the strong survive. It is important to keep that in mind as you move forward with your advertising and marketing efforts. This week, we talk about the difference between engaging your customers and attaining victory.

In the Art of War, Sun Tzu said we should use the orthodox to engage, and the extraordinary to attain victory. The same is true with your marketing efforts – lets take social media for example. Through the use of social media, you want to engage your fans and followers in order to nurture your current customers and to gain new ones. Using social media as a tool to leverage your business is a very general, orthodox approach to engaging your current and potential customers. By utilizing different social media platforms, you are putting your business out in the social landscape to get recognized.

The goal, however, is to do more than engage. Engagement is just one step on the road to victory. Victory is attained when these social media fans and followers turn into repeat customers and new business. As Sun Tzu said, use the extraordinary to attain victory. Now that you have your fans and followers engaged, you must know and master the capabilities of each individual social media platform to bring in business.

It’s more than just making posts. That’s ordinary. Everyone does that. Your efforts need to be extraordinary. That’s where Cliff Ross comes in. We know what it takes to turn orthodox customer engagement into extraordinary use of social media that leads to new business and victory. Sometimes, to truly attain victory in this advertising and marketing war – you need an ally. That is where we come in.

Article any source

Advertising and the Art of War: Part 1

Guest blog from Kelly Joffe of Cliff Ross - Advertising - Web Design. Originally appears at cliffross.com/blog

The General is knowledge, courage, strictness, and trustworthiness.

As we begin this series of Advertising and the Art of War, it is important to note the purpose. The advertising and marketing world is a battle field. Brands across the world are competing for the attention of consumers. Only the strong survive. How you position yourself, plan your attack, and approach this Advertising war will determine if you stand out from the competition and gain the attention of your customers.

In the Art of War, Sun Tzu said that the most important traits of the General are knowledge, courage, strictness, and trustworthiness. You are a business owner, your brand is the general, and there is an army of consumers out there looking to be guided in the right direction. In all your advertising and marketing efforts, your brand must display the same characteristics as Tzu’s general. Here is how:

Knowledge: In all aspects of marketing and advertising, your brand must know-all. A good brand knows how their customers feel, what they want, and what they need. You must do your research and find out what makes your customers tick. You must use your knowledge about your product to guide consumers in your direction. A nutritionist, for example, will appeal to mothers by sharing factual information about healthy choices for their kids. This will make a mother (the consumer) feel as if the nutritionist really understands what she needs for her family.

Courage: your brand must be willing to take certain risks, and have the courage to fight for what you believe in. If you are a nutritionist selling a healthy life style, you have to stand up for what you believe in. It might be risky to criticize fast food restaurants, but you believe it’s hurting people. By having certain morals and beliefs – and sticking by them no matter what – consumers will respect you. Have the courage to take advertising and marketing risks, to step outside of “what’s normal.” You have an opportunity to lead the way – so take it. What is the opposite of courage? Fear. Do not fear your opponents (the competition),  but know that if you stay true to your brand standards – you will come out on top.

Strictness: Stay firm with your beliefs and be consistent with your advertising approach. Your brand represents your business or product that you wholeheartedly support – do not let there ever be any doubt about that. If you make a decision to start some marketing efforts via social media – stick with it and be consistent. Write a blog every week, consistently interact with your customers, send a monthly newsletter – be strict with your advertising schedule and people will have no choice but to notice. Your consistent and disciplined message will strongly position your brand in their mind.


Trustworthiness: You always want people to trust your brand and the products you sell. Always be honest and sell the facts. People are more likely to purchase products or services from a brand they trust. These days, advertising and marketing is not all about the hard sell. You have to share information that people can relate to – reach your customers on a personal level. This humanizes your brand and makes people trust you.

Guest blog from Kelly Joffe of Cliff Ross - Advertising - Web Design. Originally appears at cliffross.com/blog
Article any source

Growing Your Business in 2013 - Grow Up

What did you want to be when you grew up?  Did you want to be a teacher, a chef, an astronaut, or maybe you wanted to be a movie star?  I wonder if you are what you dreamed of being when you grew up.  I’m not.  I never thought about being a motivational speaker or an executive coach.  I worked for a speaker and I remember being in the audience and thinking to myself,  “I could do that” and the rest is history. 

I follow Seth Godin, author of the Purple Cow and marketing expert.  He says, “No kid sets out to make Doritos commercials. No one grows up saying, ‘I want to go into marketing.’  More than ever, though, folks grow up saying, ‘I want to change the world.’ More than ever, that means telling stories, changing minds and building a tribe. You know, it’s marketing.”

Building your tribe is the most important piece of marketing your biz.  I tell my clients all the time, gathering a crowd will be the hardest piece of running a successful event or building your tribe of customers for your biz.  It’s easy to make a magnificent cake, it’s another thing to teach customers to love it, buy it and, most importantly, talk about it. 

This new generation of business owners just might be dreaming about changing the world but without the ability to tell your story and build a tribe nothing will change. 

Did you know....

Growing ur Tribe is key.  How do you do it?  I will give you ideas in my next article, THE TRIBE.

Reinvention is exponential - the time to reinvent is when you are growing.

“You’re either growin’ or your dyin’," CEO of Roto Rooter

Today’s version of cold calling is LinkedIn, bet you didn’t dream about that.

Remember the movie Peter Pan?  He sang the song, I Won’t Grow Up..... sing along, ‘I’ll never grow up, I’ll never grow up, I don’t wanna to be a man, I don’t wanna be a man,  I’ll never grow up, never grow up, not me.”  Sing louder!  This song is upbeat, fun and appealing to the masses, just like your biz should be, you may have grown up but there’s still time for dreamin.  DREAM BIG - DREAM OFTEN AND NEVER GROW UP.

Check out my new You Tube page at www.youtube.com/caroltalks.

Carol serves as a featured writer for the Home News and the Lehigh Valley Chamber Blog. Carol is an accomplished professional speaker, coach and educational consultant specializing in innovative leadership, outrageous fundraising, million dollar marketing, and building organizational alliances throughout the country.  Carol’s creative  leadership with bullet proof ideas for recruiting MORE MEMBERS, MORE MONEY AND TER LEADERS. www.caroltalks.com 610-442-4545 tellkids@aol.com  Like Carol on  Facebook at Caroltalks and CarolCoaches!  Carol S. Ritter, Immediate Past President, National Speakers Association Philadelphia

Article any source

On the Edge: What Your Facebook Page is Missing

Guest post from Kelly Joffe of Cliff Ross Design

The Facebook news feed is customized and constantly updated to show information that is most meaningful to the user. It includes likes, status updates, app activity, photos, videos, and links. The news feed is there to make the most out of the time we spend on Facebook. On average, 40% of the time people spend on Facebook is spent browsing their news feed.

Did you know that only about 10% of the people who like your page actually see your posts in their news feed? It’s true. In Facebook’s effort to improve the quality of user experience, they only show us stories in our news feed that we find meaningful. Facebook determines this based on their algorithm called “Edge Rank.” To market yourself successfully on Facebook, the goal is to improve your edge rank so that your posts show up more frequently in your fans’ news feed. Edge Rank is based on these three scores:

Affinity: this measures how strong your relationship is with a fan based on interaction. The people who are frequently commenting, liking, or sharing your posts are going to have a stronger affinity score – and they will be the people who are more likely to see your posts in their news feed.

Weight: this refers to the weight of the interaction your posts gets. For example, a share is the best type of interaction you can get on a post, the next is a comment, and the last is a like. So if your post is getting a lot of comments and/or shares it will be shown to more people in their news feeds.

Time Decay: the older a post gets, the less relevant it becomes, which means that it will appear less and less in the news feeds of fans over time. However, if you posted something yesterday and it is still getting a lot of comments and likes, it will stay fresh in the news feeds of your fans.

Producing quality posts is what it really comes down to. If you are sharing content that your fans care about, information that is relevant to them, and things they find interesting – they are more likely to engage by sharing, commenting, or liking. The more people who that interact with you, the more you show up in news feeds, and the more exposure you get! You really have to pay attention to who your audience is and what they care about. Remember, social brands just don’t share – they deliver value.

The problem that many business owners face is that they just don’t have the time to create this quality content that will boost their edge rank. What good is having 1,000 likes if only 100 people see your posts? Here at Cliff Ross, we specialize in social media marketing – especially for Facebook. We know exactly what it takes to produce quality posts with engaging content. If you are ready to take your Facebook page to the next level and increase your visibility, contact us for more information about how we can help.

Article any source

#Hashtag - You're It!

Guest post from Kelly Joffe of Cliff Ross Design

Hashtags: we know that you have seen them all over the place, and maybe you use them yourself. They have played a significant role on Twitter and now they are starting to pop up all over Facebook. But what does it really mean to use a hashtag – what purpose does it serve? Far beyond #BeiberFever, hashtags are now playing an important role in online branding  for companies.

Hashtags originated as a conversation creator for specific topics on Twitter. Lets say someone was at the beach, enjoying the day with their family and posted a Tweet about it. If they used the hashtag #family or #BeachDay, it would start or join a conversation that has already been created about those topics. So when the hashtag is clicked on, you can view all the other “tweets” about that subject. Maybe other people in your area are enjoying a day at the beach with their families. Hashtags are just another way to connect people who are doing or talking about similar things. Now Facebook is utilizing hashtags as an additional way for people to connect and share information.

Recently we’ve been seeing how hashtags can play a key role in promoting a brand online. Similar to the way people use hashtags to connect with one another, hashtags can be used as a way to connect people to a brand. Lets use Red Lobster as an example. If someone is out to eat at Red Lobster and they post a status or Tweet about being there, they could use #RedLobster in their post. Now anytime #RedLobster is searched, everyone who has made a post about it will show up. This starts to create a buzz around a brand, and becomes a way for people to connect to the brand and help share the brand’s message.

Brands can also develop their own hashtags that are specific to their business. For example, McDonalds uses the hashtag #ImLovinIt – this is their brand slogan, which they have also developed into a hashtag. Now anytime that hasgtag is used, it’s associated with the McDonalds brand.

Social Media is a landscape that is constantly changing and evolving. If you are going to take part in this social environment – it’s important to stay current with the trends. Social Media will play a crucial role in business marketing in the future, just as it’s starting to do now. Hashtags aren’t going anywhere anytime soon, but how we use them will certainly evolve over time.

Here at Cliff Ross, our job is to keep up with the changing landscape that is Social Media. We are happy to answer any questions and help guide your business through the world of social media marketing. Give us a call at 610-829-1333.

Guest post from Kelly Joffe of Cliff Ross Design

Article any source

Growing Your Business in 2013 - 181.9 Million

Guest blog post from Carol Ritter of CarolTalks.com

Did you know that “181.9 million Americans watched 38.8 billion digital content videos in April 2013.  Media is a $4 billion business that’s expected to reach $9 billion over the next three years,” Kenneth Parks, Chief Marketing Officer of DigitasLBi North America told CMO.com. This year will see a lot of growth in original digital video from the biggest players in media–such as Conde Nast–so buyers and publishers are now committing their money to the medium.  Are you?  Does your business have a marketing plan that includes a budget for media?  Are you marketing your biz in many different venues or are you doing the same old same old.

I recently met someone who has a business on a notable Main Street.  She said to me, “I’m only interested in selling to people in my town.”  I stepped back stunned, recognizing the lack of vision and the ability to see into the future.  Even more interesting, her business is not flourishing, new customers should not only be defined geographically.

The world is changing, and you can sit there and hope for the best limiting your ability to to attract new people or you can take on the future with zest.

1. Build a Business Facebook page, FREE Marketing

2. Definitely hire a media specialist and teach your customers to click and learn preferably with a little entertainment 

3. Design a state of the art Marketing plan with dollars attached

4. Pay attention to what your competition is doing, check out their media

Remember those 181.9 million Americans are just dying to see you and your product live on YouTube.  A $4 billion dollar business is nothing to shake a stick at, get on board, build your business and THINK MILLIONS!

Carol serves as a featured writer for the Home News and the Lehigh Valley Chamber Blog. Carol is an accomplished professional speaker, coach and educational consultant specializing in innovative leadership, outrageous fundraising, million dollar marketing, and building organizational alliances throughout the country.  Carol’s creative  leadership with bullet proof ideas for recruiting MORE MEMBERS, MORE MONEY AND BETTER LEADERS. www.caroltalks.com 610-442-4545 tellkids@aol.com  Like Carol on  Facebook at Caroltalks and CarolCoaches!  Carol S. Ritter, Immediate Past President, National Speakers Association Philadelphia

Article any source

Growing Your Business in 2013 - Colossal Olives

Guest blog post from Carol Ritter at CarolTalks.com

I need black olives for my salad, I love black olives. In fact, I love all olives. So you wander on over to the olive aisle or maybe the olive bar and look for the perfect olive to put in your salad. If you are in the olive aisle, your choice is small, medium, large, or colossal. If you are at the olive bar your choice is bright green, red, black, purple, dark green olives. You might even get a little crazy with olives stuffed with garlic and hot peppers.

My question for you is, ‘Why would anyone buy a small black olive when a colossal olive is available?” A colossal olive has confidence, it knows who it is and it’s ready to offer you not only a delectable taste but an appearance of confidence. That olive has swagger!

What about your business? Are you colossal or just standing in the background wish-in and hop-in someone walks in. Are you marketing your business with confidence, are you spending a nice percentage of your time marketing or are you sitting in the small olive can wishing and hoping someone buys you.

Wishing and hoping doesn't work, it’s way too risky and way too unintentional. I was talking to someone over the weekend who is thinking about changing jobs. She said, “It’s a risk.” My response was “everything in life is a risk.” And if you think about it, it is a risk to take the job and a risk to not take the job.

Well, it’s time to market with swagger. It’s a risk to market your biz and it’s a risk not to, so let’s do it.  I’m going to assume you already have a vibrant service or product so the ROI (return on investment) is of value.  Here are some ideas.....

* Create the Colossal offer, at the very least offer your customers something heavily discounted or free weekly or monthly

* Give your customer lots of choices, red, green, purple or even olives stuffed with garlic and hot peppers

* Reach out beyond the olive bar - look for that new customer and give them a welcome gift

* Get your name everywhere in the community, become the first thought in a customers mind

* or email me for my 14 GrowURBIZ RECHARGE IDEAS...tellkids@aol.com

If you just can’t make changes in your business, eat COLOSSAL Olives!

Carol serves as a featured writer for the Home News and the Lehigh Valley Chamber Blog.
Carol is an accomplished professional speaker, coach and educational consultant specializing in innovative leadership, outrageous fundraising, million dollar marketing, and building organizational alliances throughout the country.  Carol’s creative  leadership with bullet proof ideas for recruiting MORE MEMBERS, MORE MONEY AND TER LEADERS. www.caroltalks.com 610-442-4545 tellkids@aol.com  Like me on  Facebook at Caroltalks and CarolCoaches! Carol S. Ritter, Immediate Past President, National Speakers Association Philadelphia.

Article any source

Member Relations Intern - Greater Lehigh Valley Chamber of Commerce

Thank you for your interest in interning with the Greater Lehigh Valley Chamber of Commerce.  Please find the information regarding the intern position below.

Appropriate majors & career interests:  Communications, Business, Marketing, Public Relations, Event Planning, Member Relations, Hospitatlity

Time commitment:  A minimum of 8 hours a week, to be fulfilled for one-two full semesters.   This internship is available for college credit, or work experience, only.

Contact information:  Please send resume & cover letter to Kara Johnson via email (karaj@lehighvalleychamber.org) or fax 610-758-9533.

Job Description:  Interns would work in one (or more) of the following two areas:

Member Relations:  The Chamber works actively and frequently to connect as much as possible with more than 5,000 members.  Our staff runs programs and events, and conducts research to communicate with our members as much as possible and keep them happy with the level of service they receive from The Chamber.  As such, interns can expect to work in many areas, including:

·         Researching Member Retention programs

·         Assisting in Member Benefit webinars, Making of Member Benefit Kits, and Member Plaque Replacement Program

·         Examining new ways to connect with our membership and ensure a high level of satisfaction

·         Run reports for the Member Relations Staff

Major Events:  The Chamber puts on several Annual Events, which are a value-added experience for our members. This intern will report directly to the Major Events Coordinator at the Chamber, and assist in ensuring that each event is executed excellently. This will include:

• Learn the steps to planning an event – from deciding on the event purpose and format, to booking the venue, all the way to providing registration for guests on event day.
• Attending meetings with the Major Events Coordinator, to aid in the booking of the items listed above. The Intern will record the minutes at these Meetings
• Assisting in all items leading up to each Major Event, including the registration of attendees, printing name tags, powerpoint creation, ensuring proper sponsor recognition, music selection, etc. 

Article any source

Growing Your Business in 2012 - FACE IT

Guest blog from Carol Ritter of CarolTalks.com

What’s around the corner for 2013?  Is it the traditional pork and sauerkraut, looking for the good luck charm, or maybe the 2013 diet that will work, or maybe you might consider  “growing ur biz” for sure.  I recently took a “FACEBOOK” class and learned how to utilize this magnificent tool to benefit your business.  You know, they always say if you want to learn about social media ask a young person.  Well, I decided to jump off the non-fiscal cliff and learn how to do it myself.  Some really fascinating tips for the new year:

1.                     Pictures are viewed the most, take pictures of your staff in action, take pictures of your customers, your events, yourself and post with captions

2.                     Thursdays are the best day to post, folks are starting to get in the mind set of the weekend - you know, Thursday is the new Friday!

3.                     There are many changes coming in 2013 to Facebook, especially for small businesses-expect those changes to be especially focused on driving new customers to your business

4.                     Experts say that within 5 years Facebook will be the first place folks look to find your business, service or product

5.                     Don’t forget media - second to looking at pictures your customers are viewing You Tube

6.                     The most important piece of your Facebook business page is the BIG picture at the top, leave it blank and customers will assume you don’t know what you are doing.

Face it, social media is a mystery to some baby boomers.  So you have a choice, keep doing business as usual, cash flow as usual, same old customers as usual or really take on 2013.  Embrace change, challenge yourself and take on the social media and let go of the same old same old.

When someone asks you, “Is your business on FACEBOOK?”  In 2013, how about you say, “I’ve Faced it,  I’m growing my business with social media as we speak.” 

 Carol serves as a featured writer for the Home News and the Lehigh Valley Chamber Blog

Carol is an accomplished professional speaker, coach and educational consultant specializing in innovative leadership, outrageous fundraising, million dollar marketing, and building organizational alliances throughout the country.  Carol’s creative  leadership with bullet proof ideas for recruiting MORE MEMBERS, MORE MONEY AND BETTER LEADERS. www.caroltalks.com 610-442-4545 tellkids@aol.com  Like my Biz on  Facebook at Caroltalks and CarolCoaches!

Article any source

Growing Your Business in 2012 - HO-HO-HO

Today's Guest Blog is from Carol Ritter of CarolTalks.com

Ho, Ho, Ho, Santa Claus is coming to town, he sees you when you’re sleeping, he knows when you’re awake, he knows if you’ve been bad or good so be good for goodness sake. Oh, you better watch out, you better not cry, you better not pout I’m telling you why, Santa Claus is coming to town! 

Let’s face it, we are counting down 'til the big day and our focus is shopping, baking, hosting, attending office parties, decorating, celebrating, seeing musicals, the list goes on and on. 

I have a very special gift for you.  I was thinking about some of the most precious gifts I have received over the years and the ones that were most special were the ones that took a lot of thought and, many times, not much money. My gifts to all the entrepreneurs and non-profits who are working so hard to be successful is the gift of resources. I work with some of the most successful entrepreneurs in the country, their ideas and success will inspire you and give you concrete ideas for 2013. 

www.toddcohen.com  - Todd is an expert in Sales. His book, “Everyone’s in Sales” will take your sales to the next level!

www.firerockprod.com - Rocky & Julia Urich are award-winning media experts - in the next 5 years your business will be viewed more online than anywhere else - You Tube and Facebook

www.doitmarketing.com - Download a free strategic marketing e-book

www.patrickhenryspeaker.com -Sign up for the song of the month - A former Nashville Songwriter, Patrick shows audiences how to create extraordinary customer, client, and coworker experiences.

My gift to you is my friends and colleagues who can give your business just what it needs. Santa Claus is coming to town and he can fill your stocking with resources for the upcoming year.  Lifelong learning is one of my secrets to success. Check them out today. HO HO HO!

Carol serves as a featured writer for the Home News and the Lehigh Valley Chamber Blog

Carol is an accomplished professional speaker, coach and educational consultant specializing in innovative leadership, outrageous fundraising, million dollar marketing, and building organizational alliances throughout the country.  Carol’s creative  leadership with bullet proof ideas for recruiting MORE MEMBERS, MORE MONEY AND BETTER LEADERS. www.caroltalks.com 610-442-4545 tellkids@aol.com  Visit Carol on Facebook at Caroltalks

Article any source

Altitude Marketing Seeks Marketing & Communication Manager

Please share this job posting with any candidates you think may fit the position - 

Altitude is seeking a public relations professional with at least 5 years of experience.

But wait. Keep reading. There’s a lot more to it than that.

The digital age has flipped the PR game on its ear. Email, blogs, YouTube, Facebook, Twitter, Google+, Pinterest – the Internet has revolutionized the tools that lead to successful PR efforts. And while “traditional” outlets continue to play important roles, it’s a whole new PR ballgame out there.

Now look at it from the big picture view – what we call the View from 30,000 Feet. As an integrated marketing agency, Altitude ensures that all of our clients’ marketing efforts work together in lockstep – website, email, PR, advertising, direct mail, videos, events, trade shows and social media in careful coordination.

What will you be doing day-to-day?

• Managing media relations for select clients in a variety of B2B industries, including financial services, insurance, life sciences and information technology
• Managing media relations for select B2C clients
• Supervising the Communications Coordinator, Event Planning Coordinator and PR Specialists
• Writing and distributing regular client marketing communications, including press releases, website news items, enewsletter articles, blog posts and more, often repurposing existing content
• Managing production and distribution of email marketing campaigns
• Managing and executing social media campaigns in conjunction with our Digital Marketing Manager
• Submitting award nominations and industry publication articles for clients

More information can be found here. 

Article any source

What Is Your Online Video Strategy?

Today, we have an informative guest blog about online video strategy from Leslie Croft of Viddler.

For many companies, online video is a new, more engaging way to communicate the value of your business’ brand on the Internet, and increase your company’s profitability. To some, the “new” nature of online video can be intimidating. It shouldn't be. No matter how you plan to use online video, you should think of it as simply a tool for achieving your overall business strategy.

THE APPROACH

Just as you would plan your company’s overall marketing strategy, start by asking yourself a few basic questions. Formulate a plan—before you upload video to your website, whether it’s the first time or the hundredth time:

1.  What’s the business purpose of having the video on your website?
·   Sales or promotional—to demonstrate the value of a particular product or service
·   Training—to maximize the customer’s experience with a product or service (and increase the likelihood of continued business)
·   Testimonial—to communicate other customers’ positive experiences with a product or service
·   Basic communication—to create positive associations with the brand experience

2.  How would you like to engage your customers and website visitors?  
·   Is there something you want the viewer to take away, to remember after the video is over?
·   Is there a call to action—something for the viewer to actually do?
·   Do you want the viewer to interact with your product or service?
·   Do you want the viewer to help create a viral message—to encourage members of their social networks to view the content and pass it on?

3.  Where would you like your content to appear?
·   On your website only
·   Embedded* on other websites

* Embedding gives others the ability to use your video URL on their blog or other online reference point. Those who frequent that blog and view your video are directed back to your website, increasing your website traffic, which can improve search engine optimization (SEO).

4.  Do you want your video visible to search engines?
For example, if you’re involved in a tree service business, your website might showcase a how-to video on planting trees. If someone Googles “How to plant a tree,” there would be an opportunity for traffic to be directed to your video based on that search criteria.

THE OUTCOME

Once your business approach to online video has been identified, you’ll be more inclined to look for a specific, visible outcome to determine if your approach is achieving desired results. This will, in turn, help you to create and use video that is tuned to your business needs.

Some online video platforms incorporate analytics features in their platform—making monitoring and tracking online video usage and outcomes easy. By understanding how your users are viewing and interacting with your business videos, you can recognize how the content can produce even more positive results.

For more information, contact Viddler at at:
(888) 444-1119 ● learn@viddler.com



Article any source

Marketing by controversy - Time Magazine's current cover

Have you seen the latest issue of Time Magazine?  It is stirring a great deal of controversy, as it features a three year old breast feeding.  The picture is done to highlight "attachment parenting," which, among other things, encourages breast feeding for as long as possible.

That being said: come on.  The purpose of the picture was obviously to generate controversy, and ideally for Time, to generate magazine sales as well.  That's pretty obvious.

Of course, such a decision could go either way.  On one hand, people are talking and the news magazine is now getting news coverage itself.  The issue is an interesting one, and a controversial one, and the topic certainly matches the cover.

Of course, it could backfire.  What if stores pull the issue (as Walmart has done in the past to other forms of media), or if advertisers pull out?  The question remains about how this will be received by the public at large.

Now, here's the question for you: is there a lesson to be learned in this?  Are there ways that you can market by controversy?  For the average small business: probably not.  It really depends on your demographic and if the negatives outweigh the positives.  BUT, this does prove a point - controversy and provocative ads do sell, or at the very least, they get notices (particularly in the viral age of Social Media).

Think of your industry, and ask yourself - how can you shock?  Can you?
Article any source

Is Traditional Marketing Dead?

The always awesome Intern Mauri is back with another very interesting blog post on a subject that we certain discuss very frequently here - traditional vs. new marketing.  Is traditional marketing dead?  I don't think so, and neither does Mauri.  Read on for more.
--

Is Traditional Marketing Dead?

                We’ve been blogging a lot lately about the importance of various types of digital marketing methods. New media technologies, especially social media initiatives, have taken off in the past few years and have really put a new face on the marketing industry. During the past few weeks we’ve told you about many of these, from the continued importance of email marketing to ways that small businesses can use social media to promote their products or services.

                All this talk about what’s new in marketing, though, really begs the following question: is traditional marketing dead?

                What better place is there to get the answer to this question than to someone who works with Chamber members every day? "Traditional marketing is not dead," Gina Martens, our director of Member Relations, told me. "Creating heart connections and evolving relationships by earning trust is the only way I know how to do business."

                Experts agree that we shouldn't put the final nail in the coffin just yet. In a survey conducted last May by Business News Daily, resulted showed that 77 percent of small businesses who responded still use print advertising, with 53 percent still using event marketing. However, 73 percent of respondents reported that they use social media tools to promote their businesses. While social media is clearly on the rise, businesses are still using the same methods they’ve always used; they are coordinating those traditional efforts with social media marketing to create an even bigger impact.

Local marketing and public relations professionals agree with this tactic. Tracey Werner, owner of Blabbermouth Communications, considers social media a marketing method that complements traditional marketing. “I see social media marketing as another, newer form, of marketing, used in tandem with other methods,” she said. However, she agreed that traditional marketing methods continue to remain important for a business. “I think traditional marketing methods are tried and true and still have their place in any comprehensive marketing plan."

Mike Drabenstott at Spark, a full-service public relations and marketing agency in Bethlehem, explains why we shouldn't ignore the consistent value of traditional marketing methods. "Social media needs to be part of an integrated plan," he explains. "As pervasive as it seems to be, not everyone uses it or uses it frequently -- especially older people and technophobes. So it's important to use traditional methods for reaching a broader audience."

In fact, Drabenstott's own experience reflects Business New Daily's survey. "Direct mail is actually on an upswing in both use and results," he adds. "Media relations is still essential to provide third-party credibility and clout. And even traditional space advertising still has a place for mass-market products to realize frequency of message and to reinforce brand awareness."

Our own Mike Schlossberg, VP of Member Relations and Applied Technology/resident social media guru, weighs in. “Despite being a Social Media advocate, traditional marketing isn’t dead; not yet, anyway," he says. "Take The Chamber, for instance.  We still run a print newsletter, Connections, that goes out once a month, and I’d argue that it remains our most impactful method of communication in terms of building event attendance and awareness.”

Incidentally, as I'm writing this someone has shared with me a study by Cornell University that found in-person events, including meetings and conversations, to be more effective than virtual events in terms of capturing attention, evoking positive responses, and creating and maintaining business contacts. The key is to create sustainable relationships. Let's go back to our Marketing Director, Gina Martens, for one final word on the matter: "We need to truly understand the needs of our customer so we can better serve them," she explains. "This is how relationships get started. From there, not only will you WIN the business, but referrals and repeat customers will follow -- leading to superior revenue results!"

While it’s important to stay on top of marketing trends, doing what works best for you and your customers is always the best solution. Who knows your customers better than you? Reach out to them on their terms, and you'll never go wrong.

Article any source

5 Tips on Using QR Codes

I've written about QR Codes before and how innovative they are.  Personally, I'm not 100% convinced that they are here to stay.  Their main issue they require a decent amount of work to activate.  To be used, someone has to have downloaded a QR Code reader app - then they have to get our their phone, open the app and scan it properly (which can be a pain, depending on whether or not the code is configured properly, sized right, etc).  Other technologies, such as Near Field Communication, may one day eclipse QR Codes.  That being said, QR Codes are pretty leading edge when it comes to bridging the divide between the real and digital world, and if used properly, they can be extremely effective.

Here are some tips on what to do - and what not to do - when it comes to QR Codes.

1.  Don't put them on a website!  QR Codes are supposed to allow someone to scan something in the real world and be taken to a website.  That's really the goal of a QR Code - to get someone to engage in an action digitally (usually its visiting a website, but sometimes it can be making a call or sending an E-mail).  Any old link can do that in a website.  Don't get too fancy!

2.  If possible, create a special landing page:  QR Codes are easy and convenient to make - what is even cooler with them, however, is to create a customized landing page for each code.  This can be a pain - and expensive - but it can dramatically increase the effectiveness of your code.  For example, do you have one for a specific product?  Make the code take you to the page for that product.

3.  Make it worth it:  Give someone an incentive to scan your code.  Giveaways, joining a mailing list, coupons, etc - you have to give someone a reason to scan your code.

4.  Test!:  There is nothing worse than a code that goes nowhere/doesn't work - it makes you look foolish.  Test your code (on multiple devices) before using it anywhere.

5.  Make your website mobile-friendly:  Related to the above - if a code takes you to a webpage but you can't read that webpage - it's useless.  Make sure you website is mobile ready.

That's all we got - what about you?  Any tips/advice to share with us?
Article any source

E-mail marketing - still relevant, if you do it right

I was just talking to a Chamber member who was interested in taking advantage of our discounted E-mail marketing agreement with Constant Contact (members can get a 20% discount off of a six-month contract, or 25% off of a full-year).  He eagerness to get started reminded me of something: despite the effectiveness of Social Media, E-mail marketing remains a powerful and effective way of getting your message out - provided that you do it right.

Here are some tips to do just that:

1.  Use a professional service:  A professional service can do things that you just cannot do on your own, including allowing for opt-outs, tracking statistics, automatically importing your website design/color scheme, creating an attractive template to use, and more.  This works a lot better than anything you could design on your own in Outlook!

2.  Get permission - or else:  Under most circumstances, you do have to get permission from someone before adding them to an E-mail list - otherwise, you risk violating the CAN-SPAM act.  This could get you fined, or worse!  Also, always make sure that you have a method that allows people the opportunity to opt-out of getting your E-mails.

3.  Content matters:  You have to sell in an E-mail marketing campaign, but don't let that be the only thing you try to do.  As always, provide value to your E-mail blast - give tips, provide advice, etc - and also have an easy to find, actionable way by which your potential customers can take advantage of your services.  Using your E-mail too frequently for sales with dilute its effectiveness.

4.  Have realistic expectations:  Are only 25% of your customers opening your E-mail?  Don't worry - that's pretty good!!  The amount varies from industry to industry, but generally speaking, having more than a 15-25% open rate is great.

5.  Subject lines matter:  Be straightforward and don't try too had to sell.  Don't use all caps, don't use too many exclamation points, and be grammatically correct.  Your subject line will largely determine if your E-mail is opened - here's some more info on effective subjects.

Those are some of our thoughts - what about you?  Any good tips to share?
Article any source

What on earth is a Cash Mob?

Okay.  I'll be honest - I'd never heard of a Cash Mob before having a long conversation with Intern Mauri, who is clearly much more hip than I am.  Anyway, Cash Mobs are a new crazy that are sweeping the country.  Rather than explain myself, I'll let Intern Mauri get into the details of what a Cash Mob is - and how you might be able to use it to make more $$.
--

Cash mobs become latest social trend

We've all heard of flash mobs: those assemblages of people who gather together in a public place and suddenly burst into dance and/or song. Flash mobs are organized via social media sites like Facebook, and while they originally had no specific purpose, some really smart organizations have used them recently as a low cost marketing tool.

Now a new related trend is coming on the rise in the form of "cash mobs." Cash mobs urge customers to shop at local business establishments. Like flash mobs, cash mobs are organized via social media. These cash mobs are typically organized with permission from small business owners in order to allow these local businesses to prepare for an unusual onslaught of customers.

This Wordpress article offers advice on how to start a cash mob. Thus far, cash mobs have been reported in cities such as Cleveland,  Toledo, Kansas City, and Richmond. Our neighbors to the north in Scranton also took advantage of Presidents Day by launching a Cash Mob on a local pizza parlor.

Hopefully this trend will come to the Lehigh Valley soon. We have a lot of great local businesses to support!

Article any source

Marketing Islamic Finance Products in Pakistan: Trends and Analysis

by Salman Ahmed Shaikh

There are 5 fully-fledged Islamic banks operating in Pakistan and 15 conventional banks with Islamic banking branches. The share of the industry in the banking system has risen to over 7 percent from just 0.5 percent in 2002, according to Reuters.

Citing the challenges for the industry, people usually opine that the industry needs to create awareness about itself, its products and the concepts underpinning their development.

One listed Islamic bank in Pakistan showed Rs 47 million on the expenditures side in 2010 which was more than the Rs 41 million in profits it reported for the same year. Of note is that it is the first time the bank had reported profits and, as odd as this ratio might appear, it nevertheless tells us that a good sum of money was spent on advertising. Another listed Pakistani Islamic bank had also spent Rs 43 million on publicity in 2010.

Creative advertising is also finding its way into these marketing campaigns as evidenced by the few examples of original marketing slogans used by some Islamic banks, which names will not be revealed.

Sample slogans

"Finally, a car that lets you fly. Finance your dream car."

"Live in your dream home."

"Drive your dream car."

"Shariat Mein Barkat. (It means blessing is only in Islamic law)"

Sadly, though these slogans have contributed their share in promoting consumerism in Pakistani society they failed to hail Islamic virtues of Shukr (thankfulness), Sabr (patience), Tawakkul (steadfastness), Infaaq (payment to charity), refraining from Israaf (extravagance), hubb-e-maal (love of wealth) and hubb-e-dunya (love of materialism).

The prevalent practice of marketing efforts includes billboard advertising, TV commercials, print media and additionally running paid content in the form of discussion programs on TV. But, in the name of creating awareness, serious discussions and arguments usually lie missing in the paid discussion programs run on TV.

The proponents of Islamic banking repeatedly try to give some logical answers to support the case of Islamic banking and argue that the end result of many activities could be similar, but their interpretation for Halal and Haram could still be different. These logical arguments are analyzed briefly.

A McDonalds burger in the West may taste the same as in the East, but one may be permissible i.e. Halal and one may be prohibited i.e. Haram if the animal from which the meat was prepared was not slaughtered in the prescribed Shari'ah manner. The forbidden burger is not prohibited on the basis of taste, but rather due to the manner of slaughtering. But regardless of the argument, the way the burger is advertised fails to remind the consumer of the fact that it is God Almighty who has given man permission to take the life of an animal for food consumption.

Similarly, pre-marital and post-marital sex may prompt similar physical and emotional responses, but in Islam, the former is prohibited while the latter is permissible. Here again, the reason for prohibiting pre-marital sex is not biological or utility related, but rather social i.e. Islam treasures the family system and wants to protect its sanctity at all cost, else, from a social point of view, humans would be no different than animals.

If one does not wish to invest money for profit purposes, but has some surplus funds, Islam has encouraged spending on charity over lending for interest and it is supported through many verses. "They ask thee how much they are to spend; Say: "What is beyond your needs." Thus doth Allah make clear to you His Signs: In order that ye may consider." (Al-Baqarah: 219).

"In their wealth, there is a known right for those who ask for it and those who have need for it." (Al-Muarij: 24-25).

Instead of those Islamic institutions who are working in conformity with Islamic rules and principles trying to create awareness about these virtues, emphasis has been on creating wealth. By not using the Islamic virtues mentioned above, Islamic banks have essentially failed to create brand affinity among the masses on the basis of what Islam promulgates as core to its followers beliefs. This is not to deny the efforts and achievements of Islamic banks, but rather meant to point out the shortcomings which need to be looked at and addressed right away.

BOX: Islamic Credit Cards: A Necessity or Luxury By Salman Ahmed Shaikh Islam never encourages one to become indebted unless it is absolutely necessary. Many a -hadith show the viewpoint of Islam on debt creation, especially when it is beyond ones capacity to repay, and points to what extent it should be avoided and used to meet ones necessary requirements. Prophet Muhammad (pbuh) said: -O Allah! I seek refuge with Thee from sin and debt. [Sahih Muslim] The Prophet Muhammad (pbuh) said: -After the grave sins which Allah has prohibited, the greatest sin is that a man dies while he has debt due from him and does not leave anything to pay it off, and meets Him with it. The following supplication is related to the Prophet Muhammad (pbuh) for salvage from debt: -O Allah! I seek refuge in You from all worry and grief. I seek refuge in You from incapacity and slackness. I seek refuge in You from cowardice and niggardliness, and I seek refuge in You from being overcome by debt and being subjected to men. But, the currently practiced and widely used Islamic finance contracts are more based on debt financing than equity financing. Some financial institutions in Islamic countries have developed Islamic Credit Cards for consumer financing. Problems arise due to the fact that credit cards could be used for impulsive buying or even the fulfillment of ones needs while not involving a tangible asset. Even when a transaction may involve a tangible asset, it is hard to fulfill all the necessary requirements of Murabaha in quick time. One way to deal with this is to use the credit card not as a mode of financing but simply offer it as a convenience product that carries a transaction fee. But, charges must be realistic, i.e not excessive. It must also be noted that a credit card might still be provided to the customer (else it will be same as a debit card), but no additional amount is to be charged over the credit amount. The charges so taken from the customer must be transaction-based and not time specific. In the current practice, they are time specific. Monthly charges have to be paid irrespective of whether one uses the card or not. This is not recommendable. As a matter of fact, banks aim at making a profit out of the business of providing finance, even for consumption purposes. This is not recommendable looking at the various principles and philosophy of Islamic faith. Islamic Economics and its basis, principles and objectives will be increasingly compromised if such products are launched.

About the Author

Salman Ahmed Shaikh is a researcher in Islamic Economics. He is author of "Proposal for a New Economic Framework Based on Islamic Principles". He has also written 20 papers and more than four dozen articles on Islamic Economics. He can be contacted at salmanahmed_hyd@hotmail.com. Courtesy provided by Halal Tamweel.

Any source

Brand Loyalty and Relationship Marketing in Islamic Banking System

By. MWO Maznah Wan Omar

Abstract

Islamic banks' ability to withstand the global downturn has fuelled an expansion of Islamic finance around the world. Islamic banks have learned that customer loyalty and brand loyalty must be earned. Brand loyalty and relationship marketing among banking consumers particularly in the islamic banking system in Malaysia has captured great interest among the Malaysian public as a whole (i.e. relationship between employees and customers). Relationship marketing is not more than just getting the customers but it is also how to maintain the existing customers as much as possible. There are important dimensions that supported the strength of relationship marketing that can lead to brand loyalty. In relation, brand loyalty refers to the favorable attitude towards a brand in addition to purchasing it repeatedly by the customer. The customer tends to be loyal since there is relationship marketing between them and the organization. This study will show the influence of relationship marketing through Bank Islam employees in Malaysia on Brand Loyalty. The data for this study will be acquired from 3 Bank Islam business premises in Pulau Pinang, Kedah, and Perlis which represent the northern states of Peninsular Malaysia. Various data-analytic tools will be used to analyze the data such as test of differences, reliability analysis, factor analysis, and multiple regression analysis. The study tries to determine how relationship marketing which is measured through three dimensions, that is Customer trust on Bank Islam staff, Bank Islam Staff commitment during the service delivery, and the communication skills among Bank Islam Staff can have an influence on Brand Loyalty among Bank Islam customers.

1. INTRODUCTION

In recent years there has been growing interest in relationship marketing (i.e. relationship between employees and customers) since there has been a change in terms of marketing philosophy which is marketing orientation. One of the most important areas in marketing orientation includes relationship marketing. Relationship marketing is not more than just getting the customers but it is also how to maintain the existing customers as much as possible.

There are important dimensions that supported the strength of relationship marketing that can lead to brand loyalty. In relation, Brand loyalty refers to the favorable attitude towards a brand in addition to purchasing it repeatedly by the customer. The customer tends to be loyal since there is relationship marketing between them and the organization. This study will show the influence of relationship marketing through Bank Islam employees in Malaysia on Brand Loyalty. The data for this study will be acquired from 3 Bank Islam business premises in Pulau Pinang, Kedah, and Perlis which represent the northern states of Peninsula Malaysia.

Various data-analytic tools will be used to analyze the data such as test of differences, reliability analysis, factor analysis, and multiple regression analysis. The study try to determine whether relationship marketing which is measured through three dimensions, that is Customer trust on Bank

Islam staffs, Bank Islam Staff commitment during the service delivery, and the communication skills among Bank Islam Staff do have an influence on Brand Loyalty among Bank Islam customers. Finally the study also attempts to determine if Customer Overall satisfaction would have a mediating effect on the relationship between relationship marketing and Brand Loyalty in the case of Bank Islam.

2. LITERATURE REVIEW

Brand management is an area of increasing importance to marketers today, particularly as organizations attempts to communicate the ever complex and intangible messages as part of brand management strategies (Davis, 2000; Goodchild & Callow, 2001). One of the many interesting questions facing today's brand managers concerns how to develop a better understanding of the appropriate relationship between constructs such as relationship marketing and brand loyalty, particularly in relation to the myriad of known antecedents to brand loyalty in the marketing literature (Taylor et al., 2004). In this study we assess the relative importance of many of the known antecedents to brand loyalty, including overall customer satisfaction.

By having a strong brand, companies not only could facilitate the differentiation of their offer from the competitors. With branding, financial companies are able to create customer confidence and loyalty in their performance, exert greater control over promotion and distribution of the brand, as well as commanding a premium price over the competitors; all while impacting the valuation of the business (Holverson & Revaz, 2006; Pass et al., 1995).

The added value that a brand name gives to a product is now commonly referred to as "brand equity"

(Aaker, 1991). Brand name adds value to each of these interested parties which include the investors, manufacturers, and the retailers. Brand equity and brand loyalty provides a strong platform for introducing new products and insulates the brand against competitive attacks. From the perspective of the trade, brand loyalty contributes to the overall image of the retail outlet. It builds store traffic, ensures consistent volume, and reduces risk in allocating shelf space (Cobb-Walgren et al., 1995). However, if the brand has no meaning to the consumer, automatically there wouldn't be of any value to the investors, the manufacturer, and the retailer unless there is value to consumer (Farquhar, 1989; Crimmins, 1992).

Over the past 15 years, a major shift has occurred in the ways that industrial companies deal with their customers and suppliers (Christopher et al., 1991; Ellram, 1995). This change has come about as companies have recognized that sustainable competitive advantage in the global economy increasingly requires companies to become trusted participants in various networks or sets of strategic alliances (Morgan & Hunt, 1994). Relationship marketing which is powered by the employees of an organization has emerged over the years as an exciting area of marketing that focuses on building long-term relationships among employees who is a proxy to their employer and customers that frequent to their business premises. As Gronroos (1993) observed: establishing a relationship, for example between an employee and a customer, can be divided into two parts: to attract the customer and to build the relationship with that customer so that the economic goals of the organization are achieved through that relationship.

THE RESEARCH MODEL

3.1 The Objectives of This Study

a. To determine whether Relationship marketing between Bank Islam staff and their customers will have any influence on Brand loyalty.
b. To determine whether Relationship marketing within Bank Islam will have any influence on customer's overall satisfaction.

c. To determine whether customer Overall satisfaction with Bank Islam employee will have any influence on Brand loyalty.

d. To determine whether customer Overall satisfaction on Bank Islam employee mediates the relationship between Relationship marketing and Brand loyalty.

3.2 Hypotheses

Hypothesis 1: There is positive relationship between relationship marketing and brand loyalty.

1a: There is positive relationship between trust and brand loyalty.
1b: There is positive relationship between commitment and brand loyalty.

1c: There is positive relationship between communication and brand loyalty.

Hypothesis 2: There is a positive relationship between relationship marketing and overall satisfaction.

H2a: There is a positive relationship between trust and overall satisfaction.
H2b: There is a positive relationship between commitment and overall satisfaction.
H2c: There is a positive relationship between communication and overall satisfaction.

Hypothesis 3: there is a positive relationship between overall satisfaction appeal and brand loyalty.

Hypothesis 4: Overall satisfaction mediates the relationship between relationship marketing and brand loyalty.

3.3 Research Questions

From the previous discussion, we infer specific research questions for this study, they are:

Does customers trust towards the Bank Islam employee during their interaction influences Bank Islam Brand Loyalty?

b) Does Bank Islam employee's commitment towards their customers during employee/customers interaction influence Bank Islam Brand Loyalty?

c) Does Bank Islam employee's communications skills delivered during employee/customers interaction influences Bank Islam Brand Loyalty?

d) Does customer's overall satisfaction towards Bank Islam employee influences Bank Islam Brand loyalty?

e) Does customer's overall satisfaction mediates the relationship between Bank Islam relationship marketing and Bank Islam Brand loyalty?

4. METHODOLOGY

The area of study for this research is limited to three Bank Islam business premises located in Pulau Pinang, Kedah, and Perlis. All the three states are located in the Northern States of Peninsular Malaysia.

A structured questionnaire will be distributed by four research assistance at the entrance/exit of the Bank Islam business premises that was selected for this study. Questionnaire will be collected right after respondents completed the survey. Thus a non-response as well as early and late response analysis is not required for this study. The unit of analysis for this study is individual customers who patronize the Bank Islam business premises.

4.1 Description of Methodology

To have a representative finding, the sampling technique used must be objective. This is an important effort adopted by most researchers in order to furnish a finding pertinent to the general. To choose the sample for this study, probability random sampling was used. A probability sample is necessary if the sample is to be representative of the population (Reeves, 1992). Therefore, a two-stage sampling technique is employed in this study.

The unit of analysis for this study is individual customers who patronize the Bank Islam business premises. Studying primary consumer groups permits a more valid and reliable clarification to the model research in this study. A total number of 500 samples will be collected from 3 different locations (Bank Islam business premises) in the state of Pulau Pinang, Kedah, and Perlis. In determining the sample size for this study, sample size selected was based on 3 considerations. One of the considerations is the criteria set according to Roscoe's rule of thumb (Sekaran, 2003) i.e. a sample that is larger than 30 and less than 500 are appropriate for most research, and the size must be several times larger (10 times or more) for multiple regression analysis to be conducted.

For this study, a survey method is employed. Surveys are a better source of primary data collection in marketing and social sciences in contrast to observation and experiments (Baker, 2001). According to Robson (2002), surveys are use in accord with a cross-sectional design, that is, the collection of information from any given sample of the population only once. The data are collected using a set of questionnaires or structured interviews with the objective of generalizing from a sample to a population to determine attitudes and opinions and to help understand and predict behavior (Baker, 2001; Mokhlis, 2006). Questionnaires will be distributed personally to customers who exit Bank Islam business premises and have had an interaction with any Bank Islam employees.

4.2 Population and Sample Size

Since the mailing list of Bank Islam customers/clients is not made available, a 2-stage systematic sampling technique will be employed.

4.3 Sampling Design

A two-stage sampling technique is employed in this study. During the 1^st stage = A random sampling technique is used to select the Bank Islam business premises. List of Bank Islam business premises will be retrieved from Bank Islam listing. 2^nd stage = systematic sampling. A skip interval of 2 will be utilized in the selection of Bank Islam clients as our respondent (Arithmetic progression will be utilized).

4.4 Sample

A sample of 480 will be collected (16 items (independent variable) X 10 = 160 samples X 3 locations = 480 samples). To accommodate for non-responses, an additional of 20 samples will be collected. Therefore a total of 500 samples will be collected altogether for this study. Sample selected was based on 3 considerations:-

a) The first consideration, Sample size selected was based on the criteria set according to Roscoe's Rule of Thumb (cited in Sekaran, 2003).

30< sample < 500. The size must be several times larger (10 times or more) for multiple regression analysis to be conducted.

Therefore, 16 items (questionnaire) X 10 = 160 samples x 3 independent hoteliers – 480 samples.

b) Second considerations, Cohen & Cohen (1977); Sawyer & Ball (1981), believes that very large sample sizes usually allow even small effects to be statistically significant. It is especially important with highly powered research designs to measure and report effect sizes in addition to statistical significance.

Sawyer and Ball (1981) estimated that a proportion of 13% of the explained variance to effect size values, as a medium effect size for regression analysis. According to Sawyer and Ball (1981), the medium effect of 13% is sufficient for testing an existing model.

f² = R² = 0.13 = 0.1494

1- R² 1 – 0.13

ŋ* = L+K+1

f²

= 13.62 + 3 + 1

0.1494

= 117 samples.

Therefore, 117 samples x 3 locations = 351 samples (to be collected)

Thus, 500 samples will be collected to accommodate for non-responses.

c) The third considerations, Issue's on response rate were covered. Response rate in Malaysia is between 15% - 30% base on the previous research/study/theses.

Therefore, the samples that will be collected are 500 samples, (The sample size was increased to 23%, to accommodate the non-response rate).

4.5 Questionnaire Design

Questionnaire consists of 3 Sections. Section A =Relationship marketing (Caceres & Paparoidamis, 2007). Section B = Overall customer satisfaction ( Bloemer & Ruyter, 1998). Section C = Brand loyalty (Aaker, 1996). An interval scale data (use for independent variable, mediating variable, and dependent variable) and a nominal scale data (demographic data) will be collected from the questionnaire distributed to the hotel guest. A Likert Scale of 1 to 5 will be used to frame answers in the questionnaire.

4.6 Translation Procedure

A back-to-back translation procedure will be utilized. The original instrument in English was literally translated into Bahasa Malaysia and back to English by a bi-lingual lecturer from Universiti Teknologi MARA Kampus Kedah. The instrument will be pre-tested for reliability and language accuracy.

5. CONCLUSION

To ensure success, it is recommended that Bank Islam follows the suggested model above to ensure that they significantly improved their overall brand management particularly building up Brand loyalty among their customers, without losing a large part of their uniqueness, independence and management control. The essence of Bank Islam management is to be able to relate relationship marketing through their employee, customer overall satisfaction, and Brand loyalty as part of their property management. To do so it requires the management of Bank Islam to spend time, effort and commitment, as well as to put in some financial resources, blended with management experience and knowledge of market plus courage to take risks. This venture is achievable and can be used as a strategy to speed up corporate growth and success of Bank Islam. The value of this study lies in the fact that it places the role of brand management firmly in Bank Islam. The employees of Bank Islam play a key role in enhancing good relationship with Bank Islam customers and exert considerable influence on the structure and culture of a company.

Any source