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What does Duct Tape Marketing mean and what is its relevance to me? This short article is designed to introduce the concept of Duct Tape Marketing and to give some practical advice based on the idea.

What is Duct Tape Marketing?

Duct Tape Marketing is the name of the best-selling small-business-marketing guide from John Jantsch. ‘Duct Tape’ is, of course, a fabric-reinforced vinyl tape (typically black or silver grey) that is renowned for ...

New Electronic VAT Refund (EVR) procedures with effect from 1 January 2010
The following is some information on the new EVR procedures for both Irish and Foreign Traders and their agents.

New and existing agents, acting on behalf of Irish traders can make an application on behalf of a client for a refund of VAT incurred in another Member State, provided that they:

• have a TAIN number (Tax Advisor Identification Number) and
• are registered with ROS and
• have been linked to their client for ...
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With thanks to the O2 Ideas Room for blog posts…

Economic downturns tend to be self fulfilling. We all help to drive market conditions, so if we all decide to ‘batten down the hatches’, and become more risk averse we all contribute to prolonging a downturn. However though it may sound counter intuitive, an economic downturn is as good a time as any to start a new business.  This short article discusses how entrepreneurs can bootstrap their way to success, by ...

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A marketing plan is a core component of a business plan. It relates specifically to the marketing of a particular product or service and it describes:

• An overall marketing objective

• A broad marketing strategy

• The tactical detail related to specific marketing activities

• The various costs associated with these activities

• Those tasked with delivering these activities by name

The starting point for any marketing plan is an analysis of the strategic context, as a typical objective for most ...

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“What we must decide is perhaps how we are valuable, rather than how valuable we are.”  (Edgar Z Friedenberg)

It may take a moment to digest the full wisdom of this brilliant distinction.

However, for businesses in the future, it’s not going to be a case of what is the cost; but more about the value we bring.

Do you ever find that your customers (or employers) are reluctant to talk about the value ...

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It’s not big. It’s not sexy. But simple is however a little bit clever when it comes to Marketing Communications.

Many People are coming to the conclusion that a lot of the marketing communications that were created towards the end of the Tiger were relatively flabby and lazy. Not sure what to say? Say loads of things! No idea what is the one real consumer benefit that will unlock sales? Well cram ...

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To increase the chance of having a story published, make the editors’, freelancers’, reporters’ or journalists’ job easier by presenting the release in a format and style that appeals to them.

Considerations before writing the press release

1. Why the release is being written: to broadcast information, increase business, update target audiences?

2. Who is the audience?

3. Does the press release contain invaluable or newsworthy information that will be used by the target audience?

4. ...

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Social media is now an enormous and continually-important part of peoples’ lives. Many reading this short article will have a Facebook page or perhaps a LinkedIn profile. However, social media is not simply about posting photos of your latest holiday and following people you are vaguely connected with. It is now increasingly a very important market place for businesses and brands.

When enormous brands like Pepsi and Ford start hiring heads of ...

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I wrote here a while ago about an application developed for the iPhone in the USA which allows consumers judge the responsibility level of a company’s products simply by holding the phone over that product in the supermarket.

Recently I read this article about another app for the iPhone developed by SAP and the Carbon Disclosure Product which shows a breakdown of corporate emissions.

Although we now have so ...

As widely anticipated, the Budget focused mainly on cutting expenditure, but also included various taxation measures. The small business owner was saved from higher taxes but really there was no assistance or incentives given.

• No changes to income tax rates, income levy, or PRSI for 2010.
• Universal social contribution scheme to replace PRSI, the health levy, and income levy to be introduced in 2011
• No change to income tax bands, allowances or credits
• Increase in effective tax rate for ...
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