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Articles Powered By the Hubbard Management System

Market Like You Mean It! (Part 5)

How to Calculate your Marketing ROI

“The real test of good promotion is: Are you getting an effective exchange? The exchange may be communication, it may be goodwill, but – are you getting exchange?” L. Ron Hubbard

When starting a new marketing venture or evaluating an existing one, the first thing you want to do is to calculate the cost. You would want to do this for each individual marketing action or promotional item.

This is a simple example of calculating your Return on Investment, or “ROI.”

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Market Like You Mean It! (Part 4)

Marketing Exchange

In this post, we are going to take a look at the economics of marketing, what you should spend on your marketing and promotion, and what you need to expect in return.

What is effective exchange?  How much is effective exchange? How do you know you are getting effective exchange?

In today’s social media market, creating ads and hoping that paying for those ads aren’t costing an entire year’s revenue is a daunting task.  It is so easy to just throw an ad up on Facebook these days. But done incorrectly, and you end up wasting a lot of money. In his series about effective marketing, Mr. Hubbard stated:

“Marketing is the activity of creating want which can be supplied and it enters into economics the moment that one acquires exchange for it.  This is where it subdivides between marketing and economics.  One has to market, so as to obtain an exchange, when one markets commercially.

“Therefore, any technology or activity which can create want to the degree of obtaining an exchange for it, for any service or commodity, is marketing.

“The second you start supplying goods, you’re into the field of business management, accounting and all the activities of industry.” 

Marketing is an investment. After all, you’re putting your valuable money into something that may be unpredictable or risky, especially if you don’t know how to measure the success of your campaigns in the first place.

To avoid this vicious circle, let’s establish a few stable facts first.

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Market Like You Mean It! (Part 3)

Advertising

“The basis of advertising is: You have to attract, you have to interest, and you can then get your message across.  It’s in that sequence.” – L. Ron Hubbard

This sequence is often violated, when ads and commercials are trying to get their message across without first attracting the interest of the viewer. The result is that the ad or commercial isn’t even seen by the viewer, much less duplicated.  How many times have we simply muted the TV or changed the channel when the commercials come on.  Yet for some reason we are glued to the TV when the commercials during the Superbowl come on and we never seem to forget those commercials either.  It is 1. Attract, 2. Interest and 3. Getting your message across.

You’ve probably seen this in ads all around us.  But now look at an ad and ask yourself, “Did it attract my attention?” “Did it interest me?” “Did I get a message out of it?”  When you can answer “yes” to all three questions, you can safely say it’s a good ad.

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Market Like You Mean it! (Part 2)

The Product in Marketing

Marketing is not only all about advertising your product.  It is the conceiving and packaging and moving of a specific product into public hands.  So, who is your public and how do you know what product would be remunerative for your business to produce?   This starts with an idea and ends with the response you get from your public.  For example, in today’s market that would be in the form of “reviews” on Google or endorsements on social media.  Imagine marketing is a flow line which would go as follows:  IdeaResearchDevelopmentProductionSales Response.

 “Your first step is you’ve got to have a product to market that will market.”  L. Ron Hubbard

That would seem like a truism, a “duh,” but this is among the top five most violated marketing principles.


For example, Colgate Kitchen Entrees, a food brand brought by the toothpaste giant. A famous flop, because who wants to buy food that might taste like toothpaste?
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Market Like You Mean it! (Part 1)

Marketing is a fast-paced and exciting activity which can be very remunerative – or quite deadly if you do it wrong…

These series of articles are based on the works of author and philosopher
L. Ron Hubbard, who thoroughly studied the subject of marketing and developed precise methods that have proven to work.

In this series we will go over some of the most important aspects of marketing today.

In this over-saturated and noisy world, marketing has become so important that companies spend massive amounts to get noticed by the public, get their products sold and move on top of the competition.  You may have at least some marketing experience, but let’s for a moment forget all you “know” about the subject and begin with clearing the concept of what marketing really is. Mr. Hubbard defined the word Marketing as follows: “The conceiving and packaging and the moving of a specific product into public hands. It means to prepare and take to and place on the market in such a way as to obtain maximum potential and recompense.” (From article, Marketing, Promotion and Dissemination Defined. )

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Rags or Riches – What’s Your Condition?

When people are talking about a “condition”, they normally think of body fitness, health or the state of your car. But, did you know that there is an actual technology behind that word?

“Condition” is defined as the state of existence of something, whether good or bad.  We determine the condition of something based on a scale of quality. For example, poor – fair – good – excellent – mint. Naturally we strive for the upper part of that scale.  But in business there is a completely different scale to measure the condition of your company.  This scale is based on your company performance and viability. Is it in “danger”? Does it even “exist” to your public? Is it affluent or just going along normally without leaps and bounds? These are all states of existence your business can be in.

For example, you have just started your business.  Your business would be in a state of “non-existence”.  Your public don’t know that you exist.  Or you have just closed a huge deal and your sales shoot up to the highest ever sales range.  That would be an affluent condition. You would have an abundance of income coming in to comfortably plan your future expansion. Another example would be if you have been doing poorly for quite some time and you cannot keep your employees anymore.  You are forced to downsize and that would be a condition of “danger”.  You may have been in a situation where you thought about closing the doors and giving up.  You haven’t made any sales; the bills are stacking up and half of your employees have already quit.  According to the SBA (Small Business Administration) 30% of new businesses fail during the first two years, 50% during the first five years and 66% during the first 10.*  That’s a scary statistic! It shows that entrepreneurs are risk takers.  They must be, or no one would ever start a business.

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The Sure-Fire Way to Measure Your Company’s Productivity

When we think of the word “statistics” we think of complex mathematical summations of values, quantity or quality in certain areas. In this world everything is measured by statistics. In fact, we are so used to quoting statistics to back up opinions or facts, for example, “percentage of this” or “number of that”, that we even complain when these statistics are omitted. Examples are the number of traffic accidents at a specific intersection, or the percentage of crime growth in US States,  or what sections of society eat organic foods, etc. PR agencies rely on statistics for market analyses and customer behavior. In other words, a complicated and somewhat forbidding subject which requires years of study. Or not?

The truth is, the subject of statistics is not complicated at all. Anyone can understand and use it.

In his article Basic Management Tools, L. Ron Hubbard defines it as follows: “A statistic is a number or amount compared to an earlier number or amount of the same thing. STATISTICS refer to the quantity of work done or the value of it in money. Statistics are the only sound measure of any production or any job or any activity.”

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The Very Existence of Your Business Relies On This… Are You Paying Attention to It?

In his article entitled ORGANIZATION/ THE DESIGN OF THE ORGANIZATION, L. Ron Hubbard refers to the flow of the Organizing Board when he states:

“When you look at the division names you see what the Cycle of Production must be in this universe to be successful. By studying this you can see why other businesses fail. They lack one or another of these divisions.”

If one examines the Organizing Board, the first Division on the left is the Executive Division 7.

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An Often Overlooked Key To Making More Income

The first line of the L. Ron Hubbard article of 21 February 1961, provides this invaluable datum:

“Control=Income”

Does this make sense?

If one is handling a kitchen where the chefs and culinary personnel have difficulty controlling the knives, the flames of the ovens and the ranges, the sauce and frying pans, or even each other, would matters not be a little chaotic? How much income would that restaurant generate? How long before it becomes a burnt ruin, for that matter?

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The First and Most Important Thing You Need To Know Before Solving Any Problems With Your Business

There is one lesson that you must learn first, before any other, when implementing solutions to management problems. If you take it to heart and apply it, it will put you on the road that will put you on top of your business and your life. This is the first and most important lesson to give help to businesses. If you do not get this, you are doomed to a business life that will be out of control and that will control you.

The lesson is simply this:

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