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Let's start out by defining exactly what 'casual marketing' is. In a nutshell, it's trying a marketing tactic once, maybe twice, and when you don't see immediate or expected results, you drop that marketing tactic and either try something else or worse yet don't do any marketing for a while - hoping clients will just magically appear. This is the old "build it and they will come" disorder. I don't know if you're one of the charmed ones or not, but sitting and waiting for clients to show up has never worked for me or anyone I know of.
Now when analyzing reports provided by the U.S. Small Business Association, I noticed a shocking trend. Basically, for every small business that opens its doors each year, another one closes theirs. That's a pretty scary statistic! And it's my belief that 'casual marketing' is one of the main causes of that statistic being as bad as it is.
So how do you ensure that you don't wind up on the bad side of that statistic? Well from a marketing standpoint, here are 3 steps to avoid the 'casual marketing' curse:
1. Vary Your Marketing Approach to Ensure the Most Comprehensive Reach
Approach your target audience from different angles using a variety of different mediums. First off, I believe it's important to note that different people like to be communicated to in different ways. Visual people may give more credence to messages that appeal to their eyes - eye candy so to speak. For example flashy display ads, photographs, and video would most likely be their preference. Auditory people most likely would enjoy hearing your messages. Therefore, marketing campaigns that used tactics such as such as radio, teleseminars, and audio postcards would probably yield the most success. And lastly kinesthetic people who typically prefer something they can put their hands on. For example, test driving your product or service and physical samples would most likely appeal to them the most.
So being that it's close to impossible to know the communication style preference of every one in your target audience, which approach do you choose? How about a combination of the three? For example, if you are a car dealership, why not offer a combination of flashy display ads, audio postcards, and test drives? This way you appeal to your entire target audience in one way shape or form.
Additionally, you may want to approach your target audience using different mediums. Don't be afraid to mix it up here because once again different people tend to be more comfortable with different mediums. Some like print media like newspapers and magazines, others prefer Internet-based mediums such as web sites and email, while still others prefer mediums such as television - and the list can go on and on here.
2. Marketing Consistency Is Key to Building Relationships
While you may want to vary your marketing approach, it is critical however to communicate a consistent message and image of who you are and how you can solve your target audience's problem. And for small businesses, the byproduct of this effort should lead to branding.
3. 'All-the-time Marketing' Is Vital to Your Survival
Marketing should not be a some-of-the-time thing; it needs to be an all-of-the-time thing.
And in the absence of your leadership, your target audience will tend to listen to whoever is doing the talking. And with the vast array of competition out there screaming in your target audience's ear, your allegiance to 'all-the-time marketing' is more critical than ever. Now how you stand out from the pack is a whole other story for another day. Just know that you have to at least be in the game. So always don the marketing hat and learn how to sense and make the most of marketing opportunities.
So let's be honest now, have you been guilty of 'casual marketing'? Whether you have or you haven't, know that that's not what's important here, it's what you do from now on that counts. So decide right now to employ 'all-the-time marketing' in your business. I urge you to try this persona on for a while and see how it fits. I'm sure that you'll notice that it gets much easier over time - it becomes second nature. And better yet, it brings results.
© 2006 Online Marketing Muscle -- All Rights Reserved.
Online entrepreneur Dean Mercado, "The Motivational Marketer", is creator of the acclaimed 'Pumped Up Networking' system geared to explode your business through professional relationships. To learn more about it and to sign up for his FREE eZine the 'Marketing Minute' – a weekly multimedia eZine designed to give you a jolt of marketing wisdom in less than 5 minutes, visit http://www.OnlineMarketingMuscle.com
Osteostatins
Definition
Osteostatin (OSN) is a fragment of parathyroid hormone-related protein (PTHrP) 107-111, which is responsible for a range of activities related to the modulation of bone formation as well as keratinocyte proliferation 1.
Related Peptides
OSN is a fragment potent inhibitor of osteoclastic bone resorption in rat 2. The hypercalcaemic activity of PTHrP is based on its partial homology to parathyroid hormone (PTH), a protein that regulates calcium homeostasis 3.
Discovery
PTHrP was originally discovered as a systemic humoral factor that is released by tumor cells and causes hypercalcaemia of malignancy (HHM) by Suva et al., in 1987 3.
Structural Characteristics
PTHrP is an important regulator of bone remodeling. Recent studies show that this protein can induce osteogenic features through its N- and C-terminal domains. Silica-based ordered mesoporous bioceramics with an SBA-15 structure known to be bioactive and biocompatible have recently been evaluated for their capacity to uptake and deliver L-tryptophan. This amino acid corresponds to the end position of the 107-111 domain (called osteostatin) of the native C-terminal PTHrP (107-139) fragment, whose true action in bone metabolism is still ill-defined4. Osteostatin (1-5) amide (human, bovine, dog, horse, mouse, rabbit, rat) H-Thr-Arg-Ser-Ala-Trp-NH2. This pTH-related protein fragment stimulated membrane-associated protein kinase C in freshly isolated rat spleen lymphocytes and thus raises the possibility of being a physiological regulator of the proliferation and other activities of lymphocytes 5.
Mode of Action
OSN has an inhibitory effect on bone resorption in vitro and in vivo. It exerts its inhibitory effect in a biphasic manner on TRAcP activity, inhibiting its secretion and either suppressing its synthesis or increasing its degradation. In addition, osteostatin induced rapid cellular retraction of both human and rat cultured osteoclasts, which was morphologically distinct from that produced by calcitonin6. Osteostatin also bears a number of phosphorylation sites that are important for the mitogenic activity of PTHrP in vascular smooth muscle cells 7.
Functions
OSN has been shown to inhibit bone resorption in rodents both in vitro and in vivo. In addition, local injection of low doses of one of these peptides to mouse calvaria decreases the number of osteoblasts, while intermittent administration of high doses of osteostatin into ovariectomized rats decreases trabecular bone formation, but restores cortical bone mass. Another function of OSN is that it increases the VEGF that has potential implications for both bone vascularization and bone formation, and neoangiogenesis in PTHrP-producing tumors 8. Anti-mitogenic properties of OSN have been detected in breast cancer cells and cytosolic calcium is used by OSN to signal in some neurons through a non-PTH receptor, unlike the separate circulating N-terminal domain 1.
References
1.Cuthbertson RM, Kemp BE, Barden JA (1999). Structure study of osteostatin PTHrP[Thr107](107-139). Biochim Biophys Acta., 1432(1):64-72.
2.Wang DX, Han R, Liu HY, Huang L, Fu J (1999). An Efficient Synthesis and Screening of Osteostatin analogues by Using Pooling Strategy. Chinese Chemical Letters, 10(10):821-824.
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3.Dittmer J (2004). The importance of PTHrP for cancer development. Gene Ther Mol Biol., 8:451-464.
4.Lozano D, Manzano M, Doadrio JC, Salinas AJ, Vallet-Regí M, Gómez-Barrena E, Esbrit P (2009). Osteostatin-loaded bioceramics stimulate osteoblastic growth and differentiation. Acta Biomaterialia.
5.Whitfield JF, Isaacs RJ, Chakravarthy BR, Durkin JP, Morley P, Neugebauer W, Williams RE, Willick G, Rixon GH (1994). C-terminal fragments of parathyroid hormone-related protein, PTHrP-(107-111) and (107-139), and the N-terminal PTHrP-(1-40) fragment stimulate membrane-associatedprotein kinase C activity in rat spleen lymphocytes. J. Cell. Physiol. 158:518-522.
6.Zheng MH, McCaughan HB, Papadimitriou JM, Nicholson GC, Wood DJ (2004). Tartrate resistant acid phosphatase activity in rat cultured osteoclasts is inhibited by a carboxyl terminal peptide (osteostatin) from parathyroid hormone-related protein. J Cellular Biochem., 54 (2): 145 - 153.
7.Fiaschi-Taesch N, Takane KK, Masters S, Lopez-Talavera JC, and Stewart AF (2004).
Parathyroid Hormone-Related Protein as a Regulator of pRb and the Cell Cycle in Arterial Smooth Muscle. Circulation, 110(2): 177- 185.
8.Esbrit P, Alvarez-Arroyo MV, De Miguel F, Martin O, Martinez ME and Caramelo C (2000). C-Terminal Parathyroid Hormone-Related Protein Increases Vascular Endothelial Growth Factor in Human Osteoblastic Cells. J Am Soc Nephrol., 11:1085-1092.
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