Tomato Fish Marketing Blog

Archive for September, 2009

reBlog from Is Now A Good Time to Start A Business?

Wednesday, September 23rd, 2009

I found this fascinating quote today:

In reality, anyone can submit the necessary paperwork to “start” an Indiana business. In fact, there seems to be a direct relationship between business layoffs/cut backs and an influx of new start-ups. But, being out of work is not a good enough reason to start a business and starting a business is not the same as sustaining a business. As the stats for small business start-ups show, sustaining your business isn’t a walk in the park, regardless of the, Is Now A Good Time to Start A Business?, Apr 2009

You should read the whole article.

reBlog from October 9, 2009 – FREE Whiteboard Strategy Session

Tuesday, September 22nd, 2009

I found this fascinating quote today:

In a few of weeks, we will be offering another Free Whiteboard Strategy Session. The topic for next month’s event — 7 Tips to Market Your Business on the Web . Please come join us with any business development or marketing questions you’d like answered. The session takes place from 10:00 – 11:30am on September, October 9, 2009 – FREE Whiteboard Strategy Session, Sep 2009

You should read the whole article.

Adaptation on Social Media from Harvard Business and David Armano

Wednesday, September 16th, 2009

This blog post was copied from the “Welcome to Management Tip of the Day”, a free daily alert from This is a great excerpt from David Armano’s “Debunking Social Media Myths” post.

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * *
Social Media is Fast, Cheap, and Easy. Well, Not Quite.

The allure of social media is that it is easy to set up, costs nothing, and grows exponentially. Yet, many companies are discovering exactly the opposite. When considering your company’s foray into social media, remember that it requires time and effort. Invest upfront to grow your social ecosystem and regularly feed it new ideas, insights, and content. Whether it’s an internal wiki, a Twitter account, or a blog, all social media initiatives require careful monitoring and management to capture
value. Social media that isn’t well-tended risks lack of adoption and participation, and becomes anything but social.
* * * * * * * * * * * * * * * * * * * * * * * * * * * * * *

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The Power of Segmentation

Tuesday, September 15th, 2009

What is Segmentation?

In a few words, it means the process of dividing into groups or categories. In email marketing, we take this a step further and say that segmentation is the creation of groups of people or organizations that share one or more characteristics that causes them to have similar product and/or service needs.

So, how can segmentation help you?

I was meeting with a client of mine yesterday and we were discussing his marketing plan, or lack thereof, and we decided that he had a great opportunity to segment his email marketing list based on 14 months of enewsletter data. Segmentation will allow him to better serve the needs of his clients through email by making sure that each segment is getting the information that they are interested in receiving. This in turn keeps his enews recipients more interested and forms more of a partnership than a “hey let me blast some general info out to you”. Also, segmentation will allow him to create small lists and achieve more targeted marketing regarding specific events or products. Smaller lists that are more targeted mean lower mailing costs and a higher return on investment.

Segmentation examples:

1. current list consists of all clients
2. split current list into 2 groups: entrepreneurs and service providers (in my clients case)
3. split those 2 groups into more targeted lists: by industry or product type

So, let’s say my client has a new entreprenuer client that has developed an idea for a new product. How will he best get this product out to the market for feedback from service providers? With his lists segmented, he can now send a simple “new product” email to those service provider types that fit that product industry or type and he knows that the right people are getting the targeted message.

This is just a simple example of how to split your lists, but it should give you a basic idea on how to get started segmenting your lists. If you’d like to learn more or want help segmenting your lists, drop us a line.

Are you an entreprenuer with a product idea or a service provider? Contact Jon Speer.

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reBlog from September 25, 2009 – Greater Indy Innovation Roundtable (GIRRT)

Tuesday, September 8th, 2009

I found this fascinating quote today:

The group (GIIRT) is about fostering innovation in businesses of all sizes and in all markets. Our next gathering, “The Big Event”, is a re-launch of sorts to really raise awareness about GIIRT and start our official cycles of “Connect – Learn – Do.”, September 25, 2009 – Greater Indy Innovation Roundtable (GIRRT), Sep 2009

You should read the whole article.

TFMail Metrics Update – 01/2009 to 08/2009

Tuesday, September 8th, 2009

We ran our averages again on September 1st and here were the results:

TFMail Averages on September 1st, 2009

  • Opens = 30.15%
  • Click-Throughs = 12.01%
  • Bounces = 3.47%

Constant Contact Averages *

  • Opens = 21.27%
  • Click-Throughs = 4.82%
  • Bounces = 11.5%

* Constant Contact is a widely known and highly used email marketing service so we have included their posted averages to give you a better perspective and comparison. If there are any other email marketing services you would like to see listed please let us know and we will see if we can get the averages and add to our list.

Are there any other email marketing metrics you’d like to see or have questions about? Please let us know.

To view the previous metrics in May, 2009 click here.

Free Wine & Beer at the Broad Ripple Gallery Tour

Tuesday, September 8th, 2009

Broad Ripple Fall Gallery Tour

Galleries and shops, ranging from the Indianapolis Art Center at the city’s northern border to Fine Estate Art & Rugs on the south end, open their doors to offer special exhibitions and complimentary refreshments. Many of the featured artists will be onsite to discuss their work with tour goers. Sponsored by the Green Broad Ripple Restaurant Group. For more information, email

Please come by and see Tomato Fish Marketing in the Broad Ripple Fall Gallery Tour from 5 to 9 p.m. on Friday, September 11.