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'Pay attention' to my father's lessons

My father’s name was David Rahming. He passed away in 2007 at the age of 65 from a heart attack. It must have been a big one, because he had a big heart...

Pulling the trigger on product solutions

My son and I began working on an information product on Thursday night. Our challenge was that by Monday afternoon we would have a completed product, a sales funnel and, if possible. some actual sales.

Sports tourism success rests with the family

The success at the Olympics has caused many to turn an eye towards sport as a potential revenue generator for the Bahamas.

The secret to good fundraising

About 15 years ago I was the Chief Financial Officer of a major Bahamian retailer and wholesaler business.

Information the way to compete abroad

In 1991 I wrote my first book. It was a book on jujitsu, which is a martial art. Since the first month it was published, someone, somewhere, has bought at least one copy of one of my jujitsu books every month. At last count it has been sold in 30 countries. Last month, someone from Singapore bought a book. While these sales have certainly not happened in quantities to make me rich, it has afforded me some margin of international fame and enabled me to travel all expenses paid to a number of countries I might otherwise not have gone to.

The right message for the right time

In 1923, Claude Hopkins wrote the book, ‘Scientific Advertising’. Unless you are a student of the direct response marketing game you will not recognise his name.

Direct at the main target

I BELONG to a marketing association where the guru we follow, Dan Kennedy, has been insisting that everyone should be using direct mail to a greater degree. He's been writing about direct mail for years, but I, like the majority of his clients, have consistently ignored him. The good part of that is it allowed me to really master the Internet and social media, which can deliver faster results.

Building loyalty through treating clients like kings

IF YOU want to build brand loyalty, one of the best ways is an event filled with pomp and circumstance.

Capturing tourists before they arrive on our shores

IMAGINE this. John Smith lives in Minnesota. The winter has been tough, the job stressful, and so he decides to plan a cruise to the Caribbean. He e-mails his friend to ask him if he and his wife want to accompany him. Then he Googles 'cruises to the Caribbean'.

Facebook poses direct marketing challenge

Professor Philip Kotler, of the J.L Kellogg Graduate School of Management, is considered by many to be the 'Father of Modern Marketing'. About 25 years ago I attended, and worked for, this pres

Marketing must always be taken into account

MARKETING REVOLUTION About 15 years ago I used to be a chief financial officer (CFO) at a major Bahamian retail company. This was before I dedicated myself to learning how to market. The brand managers had to pre

Capitalise on the moment's emotion

AFTER an incredible five days in Rome, Italy, my wife and I arrived at New York's JFK airport at 4pm. My connecting flight had a 7.50pm boarding time, so technically I had plenty of time. Or so I thought. Several flights arrived at the same time, so the line for US Immigration seemed to stretch into infinity. We knew we would be there a long time.

Measurables key to advertising win

I LOVE to watch the Super Bowl advertisements. These ads cost $4 million to run for 30 seconds, not including production costs, which could also run into hundreds of thousands of dollars. This year did not disappoint. Super Bowl ads had everything from an Eskimo trading in his sled for a new car to the Beckham commercial, which seemed to focus on his tattooed muscular body. Finally, we see he is selling his new line of underwear.

Ads that grab the headlines

My client tossed the newspaper towards me and said: "I want my ad to look like this one. I noticed it right away; do you see all the colours in it?" I knew I was in for a long meeting. "What does the ad say?

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