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“Peter possesses a keen sense and insight for turning telecom services and products into customers and dollars. He is passionate about this industry, his work and the people he serves. Visit his site, read his blog and sign up for his newsletter at marketingideaguy.com and you will discover what makes Peter a sought after marketing consultant.”

Cynthia de Lorenzi, CEO, Patriot Computer Group

Spam Response Rate
Marketing Idea Guy
Monday, 17 November 2008 10:02
I knew spam was profitable. Otherwise it would have stopped long ago. Researchers have found that the Response rate is 1 in 12.5 million spam messages sent. A single response from 12 million e-mails is all it takes for spammers to turn annual profits of millions of dollars promoting knockoff pharmaceuticals, according to an unprecedented new [...]

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Spam Response Rate
On Rad's Radar
Monday, 17 November 2008 09:33
1 in 12.5 Million responses to spam -- but it is still highly profitable. If the spam was just selling products with $10 profit per sale, it would still be highly profitable. But when you are stealing credit card numbers and identities, it makes spam hugely profitable.

Spammers usually run off of botnets of infected computers. Why people don't update (and run) anti-virus programs regularly is beyond me. Why we haven't defeated spam yet is another issue.

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Fiber Lit Buildings
On Rad's Radar
Monday, 17 November 2008 06:36
Rob Powell has an update to his fiber list on Telecom Ramblings blog. What is interesting about the chart is that TWT and L3 have about the same number of route miles - 26,000 - but TWT has way more buildings lit that Level3. TWT has 10,700 buildings lit and L3 has about 7550. TWT lights about 250 per quarter. That's an impressive number. I wonder how TWT does that because 250 buildings times $7000 minimum build comes to $1.75M per quarter of CAPEX.

I also wonder how much overlap there is in lit buildings. For instance, much of XO's fiber is an IRU on L3, so likely they have a lot of overlap on lit buildings. Cogent is mainly in telecom hotels so that is a redundant lit building. (It's rare that just Cogent is in a building).

I also wonder how TWT can sell 250 new buildings per quarter, since their channel is not as active as Level3's. Maybe they have a highly motivated sales force that is told where to sell (as close to the fiber route as possible).

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Obama and NAB
On Rad's Radar
Monday, 17 November 2008 06:22
I don't know how this ended up in front of me this morning, but it was an interesting piece about Obama and Radio Localism. Obviously, conservatives don't want localism because it gets in the way of profit. You can't profit if you have to pay a DJ in each market AND report some local news. Sheesh! Why do you think we get these licenses anyway - Profit. The guys at NAB are ready to fight Localism.

Unfortunately for NAB, word is getting out that license renewal is NOT automatic and even one complaint can derail the process and cost you money. (This was news to me). And during the media ownership workshops, despite broadcasters trying to fill seats, too many folks showed up to report about the total lack of local news in their communities. Even though Martin had a pre-determined gift for NAB, the workshops were too powerful to allow the steamroller to work.

NAB needs to realize that the FCC's job is not to insure that some businesses have a profit or even stay in business. The FCC's main duty is to protect the consumer and to mandate the spectrum equitably.  (Congress needs to remember this as well).  If TBO.com companies started going backrupt, I am certain that another entity would take its place.

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Beginning Manifesto on Marketing 2.0
Marketing Idea Guy
Friday, 14 November 2008 12:50
Marketing as the top CMO’s understand it is about more than Brand Awareness. It is about total perception in the marketplace. Reputation if you will. It’s more than Public Relations and advertising. Telecommunications companies are finding that while bundles attracts clients, a clean bill, reliability, and customer care. With websites like VerizonSucks.com and JobVent.com and DSLReports, [...]

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Pitching Property Managers
NSP Strategist
Friday, 14 November 2008 12:38
If you want to get into an MTU or MDU, you need to win over the Gatekeeper. That would be a Recruiting exercise. So what's the process?You make a list of the top 10 property managers that you want to talk to.Google them.Facebook friend them.LinkedIn to them.Follow any Twitter feeds.Next part of the recruiting is meeting with them for breakfast, coffee, lunch once or twice a month. Keep notes.

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Pictures are a Message
Marketing Idea Guy
Friday, 14 November 2008 08:08
In this commercial by Nike called Courage, Nike uses numerous video clips and pictures to express its message. I wish more presenters would do something similar with PowerPoint instead a screen filled with words that they will read to the audience.

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