tommy's scratchpad

Sitemaps are a valuable way to index your content for web crawlers.  GeoNetwork is a great tool for metadata management and a portal environment for discovery.  I wanted to push out all metadata resources out as a sitemap so that content can be found by web crawlers.  Python to the rescue:

#!/usr/bin/python

import MySQLdb

# connect to db

db=MySQLdb.connection(host='127.0.0.1', user='foo',passwd='foo',db='geonetwork')

# print out XML header

print """<?xml version="1.0" encoding="UTF-8"?>

<urlset

 xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"

 xmlns:geo="http://www.google.com/geo/schemas/sitemap/1.0"

 xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"

 xsi:schemaLocation="http://www.sitemaps.org/schemas/sitemap/0.9

 http://www.sitemaps.org/schemas/sitemap/0.9/sitemap.xsd">"""

# fetch all metadata

db.query("""select id, schemaId, changeDate from Metadata where isTemplate = 'n'""")

r = db.store_result()

for row in r.fetch_row(0): # write out a url element

    if row[1] == 'fgdc-std':

        url = 'http://devgeo.cciw.ca/geonetwork/srv/en/fgdc.xml'

    if row[1] == 'iso19139':

        url = 'http://devgeo.cciw.ca/geonetwork/srv/en/iso19139.xml'
    print """ <url>

  <loc>%s?id=%s</loc>

  <lastmod>%s</lastmod>

  <geo:geo>

   <geo:format>%s</geo:format>

  </geo:geo>

 </url>""" % (url, row[0], row[2], row[1])

print '</urlset>'

Done!  It would be great if this were an out-of-the-box feature of GeoNetwork.

In an increasingly digital world, direct mail campaigns offer a refreshing, tangible touchpoint for connecting with customers. With careful planning and execution from The Marketing Heaven, direct mail can be a highly effective marketing tool for reaching targeted audiences, generating leads, and nurturing customer loyalty. Here’s a guide to creating direct mail campaigns that resonate with recipients and deliver measurable results.
1. Define Clear Campaign Goals

The first step in creating an effective direct mail campaign is to establish clear, specific goals. Are you aiming to increase brand awareness, generate leads, drive in-store visits, or boost online sales? Your campaign goals will guide everything from the design and messaging to the call to action (CTA). Here are some common objectives for direct mail campaigns:

Promote a new product or service
Encourage loyalty program sign-ups
Drive traffic to a website or physical location
Generate leads by offering free trials or consultations

Defining your goals at the outset will not only help in shaping your messaging but also make it easier to measure the campaign’s success.
2. Target the Right Audience

For direct mail to be effective, it’s essential to reach the right people. Use demographic data, purchase history, and customer behavior insights to segment your audience. Here are some criteria to consider when targeting your audience:

Geographic Location: Send mailers to people within a certain area to promote local events, stores, or services.
Customer Demographics: Focus on age, income, and lifestyle to tailor your message to specific groups.
Purchase Behavior: Target customers who’ve recently bought certain products, are lapsed customers, or show loyalty to your brand.
Personalized Content: Personalize your mailer with the recipient’s name, purchase history, or specific offers based on past behaviors to increase engagement.

Data segmentation enables you to deliver personalized content that resonates with each audience segment, improving the chances that your message will spark interest and action.
3. Craft a Compelling Message

A successful direct mail campaign relies on a well-crafted message that grabs the recipient’s attention immediately. Since people often skim mail quickly, make your primary message and CTA clear, concise, and compelling. Here are some elements to consider:

Headline: A powerful headline that highlights the primary benefit or offer can instantly capture attention. For example, “Get 20% Off Your Next Purchase” or “Exclusive Invitation for Local Residents.”
Value Proposition: Communicate the unique value or benefit of responding to your offer. What’s in it for them? Be clear about how your product or service can solve a problem or fulfill a need.
CTA: Your CTA should be prominent and direct. Whether it’s “Visit Us Online,” “Claim Your Discount,” or “RSVP Now,” the CTA should guide the recipient toward a single, desired action.

Make sure the language you use is conversational, friendly, and customer-focused. Avoid jargon and keep the message simple, highlighting the value you’re offering in a way that’s easy to understand.
4. Use an Eye-Catching Design

An appealing design can make your direct mail piece stand out in a stack of mail. The design should reflect your brand while capturing the recipient’s attention. Here are some design tips:

Colors and Fonts: Use colors and fonts that align with your brand but also consider bold choices that grab attention. High-contrast colors and large, clear fonts make your message easy to read.
Images and Graphics: High-quality images or graphics can enhance the appeal and professionalism of your piece. Avoid using too many visuals that may clutter the design; instead, focus on one or two impactful images.
Size and Shape: Standard mail sizes are effective, but unique shapes and larger sizes stand out in a mailbox. Consider oversized postcards or fold-out brochures for a more noticeable format.
Whitespace: Allow for enough whitespace to make the content easy on the eyes. Crowded designs can overwhelm the reader, causing them to lose interest.

For added impact, consider using textured or premium materials. These can make your mailer feel higher quality and memorable, increasing the likelihood that it will get a second look.
5. Incorporate Personalization

Personalization is a key driver of engagement in direct mail campaigns. Studies show that people are more likely to respond to personalized mail that feels relevant to them. Here are some ways to personalize your direct mail:

Address the Recipient by Name: Use variable data printing to include the recipient’s name in the greeting.
Customized Offers: Tailor the offer to the recipient’s previous purchases, browsing behavior, or demographic data.
Location-Based Details: Mentioning the recipient’s city or neighborhood can make the message feel more local and relevant.
Personalized QR Codes or URLs: Provide unique QR codes or personalized URLs that link to offers or landing pages customized for that individual.

The goal of personalization is to make the recipient feel that the message was crafted specifically for them. This sense of relevance can increase response rates significantly.
6. Offer an Incentive

An enticing offer or incentive can dramatically increase the effectiveness of your direct mail campaign. Common incentives include:

Discounts: A limited-time discount (e.g., 15% off) can motivate action.
Exclusive Promotions: Promote exclusive deals or access to members-only products or services.
Freebies: Offer free samples, consultations, or trials to get customers interested.
Loyalty Rewards: Reward loyal customers with bonus points, early access, or additional perks.

Incentives work best when they’re aligned with your campaign goals and audience preferences. Be clear about the terms and any deadlines associated with the offer to create a sense of urgency.
7. Track and Measure Results

Tracking the results of your direct mail campaign is essential for understanding its effectiveness and making improvements for future campaigns. Here are some methods to track your campaign:

Unique Promo Codes: Assign specific codes to your direct mail pieces so you can track purchases generated by each mailer.
Personalized URLs or QR Codes: Use unique URLs or QR codes that link to landing pages created specifically for the campaign. You can track visits to these pages to gauge interest and engagement.
Surveys and Feedback: Send follow-up surveys to recipients or ask for feedback when they redeem an offer, giving insight into their response to the campaign.
Direct Response Mechanisms: If possible, use call tracking or dedicated phone numbers for responses, allowing you to monitor the effectiveness of phone call conversions.

Analyzing the results will provide data on which offers, designs, or segments worked best. This information is valuable for refining your approach in future direct mail campaigns.
8. Combine Direct Mail with Digital Channels

Integrating direct mail with digital channels can enhance the reach and impact of your campaign. Here are a few ways to integrate the two:

Follow-Up Emails: Send a follow-up email to recipients shortly after they receive the mailer, reinforcing the message and prompting action.
Social Media: Create social media posts that reference or expand on the message in your direct mail campaign, allowing customers to engage with your brand online.
Retargeting Ads: Use online retargeting ads to keep your brand top of mind for recipients who may not have responded immediately.

By combining direct mail with digital touchpoints, you create a seamless, omnichannel experience that maximizes customer engagement and conversion potential.
Conclusion

Direct mail remains a valuable tool in the marketing toolkit, offering a tactile and personal way to engage customers. By setting clear goals, targeting the right audience, crafting a compelling message, and using appealing design, you can create direct mail campaigns that drive results. Personalization, incentives, and integration with digital channels further enhance the impact, creating a campaign that captures attention and encourages action. With these strategies, direct mail can become a powerful asset in your overall marketing strategy, complementing digital efforts and reaching customers in ways that stand out in a crowded marketplace.
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The Role of Trade Shows in Marketing Strategy
ChatGPT said:
ChatGPT

The Role of Trade Shows in Marketing Strategy

Trade shows have long held a prominent position in the marketing world, offering companies a unique opportunity to showcase their products, engage with potential customers, and strengthen their brand presence within their industry. Even in the digital age, trade shows remain relevant and effective, providing benefits that cannot be fully replicated online. In this article, we’ll explore the essential role trade shows play in a successful marketing strategy and outline how businesses can maximize their impact at these events.
1. Face-to-Face Networking and Relationship Building

One of the most significant advantages of trade shows is the opportunity for face-to-face interactions. Building personal connections is often more effective than digital outreach for developing trust, making deals, and establishing a rapport with potential clients and partners. Attendees are actively looking for new solutions, and this in-person interaction allows for real-time responses, a back-and-forth exchange of ideas, and more profound engagement than email or video calls can provide.

Tips for Success:

Prepare Your Pitch: Train your team to convey your company’s value proposition clearly and concisely. Equip them with product knowledge and materials that can help them answer questions on the spot.
Engage, Don’t Just Sell: Rather than solely focusing on selling, make genuine connections. Ask about visitors’ needs and challenges to tailor your conversation and create a lasting impression.

2. Generating Quality Leads

Trade shows attract a highly targeted audience, providing a valuable opportunity for lead generation. Unlike other marketing channels, attendees are there specifically to learn about industry products and services, which makes them more receptive and likely to engage. By collecting contact information, businesses can follow up after the event, converting these leads into customers over time.

Tips for Success:

Lead Capture Tools: Use lead capture software or apps to efficiently record attendees’ information, allowing you to follow up promptly. Scanning badges or business cards is also helpful.
Offer Incentives: Attract visitors to your booth with incentives such as free samples, exclusive discounts, or branded giveaways that will help them remember your brand post-event.

3. Showcasing Products and Demonstrating Value

Trade shows are the ideal setting to display new products or demonstrate unique features and benefits. Prospective buyers can see, touch, and experience your offerings firsthand, which helps build credibility and interest. Product demos allow businesses to showcase complex products or solutions that may be challenging to explain through other channels, giving potential customers a clear understanding of the value you bring.

Tips for Success:

Interactive Demonstrations: Design demonstrations that invite audience participation to create an engaging experience. The more memorable the demo, the more likely visitors will remember your brand.
Highlight New Products: Announce and demonstrate any new products or services at the event to attract more attention and capitalize on the excitement around new innovations.

4. Brand Awareness and Positioning

Participating in trade shows allows businesses to reinforce their brand presence within the industry. By exhibiting alongside competitors, companies have a chance to position themselves as industry leaders, showcasing their unique selling points and solidifying brand identity. Even attendees who don’t engage directly with your booth will notice your presence, helping to strengthen brand recognition.

Tips for Success:

Consistent Branding: Ensure your booth and all materials reflect your brand’s colors, logo, and style to create a cohesive, professional appearance.
Pre-Show Marketing: Use social media, email campaigns, and press releases to inform your audience about your participation in the trade show, building anticipation and encouraging them to visit your booth.

5. Competitive Analysis

Trade shows provide a valuable opportunity for competitor analysis. By observing competitors’ displays, products, and messaging, companies can gain insights into market trends and identify areas for improvement. This information helps businesses stay competitive and responsive to industry changes.

Tips for Success:

Observe and Take Notes: Track what competitors are doing well, including their booth designs, product offerings, and engagement tactics. Identify areas where your brand can differentiate itself or improve.
Attend Competitor Presentations: If competitors are giving presentations or demos, attend to gain insight into their latest offerings and how they position their products to the audience.

6. Launching New Products and Building Buzz

Trade shows are a popular platform for product launches due to the audience’s interest in industry innovations. Announcing a new product at a trade show generates immediate feedback, allowing companies to gauge interest and adjust messaging if necessary. The face-to-face format is ideal for building excitement and creating a buzz that can ripple through social media and traditional press outlets.

Tips for Success:

Plan a Big Reveal: Coordinate a product launch event or special announcement at your booth, and use signage and pre-event marketing to attract attention.
Utilize Live Streaming: Share the excitement of your product launch with a wider audience by live streaming the event on social media, reaching customers who can’t attend in person.

7. Gaining Media Exposure

Trade shows attract media representatives, including journalists, bloggers, and industry influencers, who are there to report on noteworthy developments and innovations. Companies can leverage this exposure to generate press coverage and broaden their reach. By connecting with the media, businesses have the opportunity to amplify their brand message and reach potential customers who may not attend the trade show.

Tips for Success:

Media Kits: Prepare digital and printed media kits that include information about your brand, products, and any noteworthy announcements. These kits make it easier for journalists to cover your company.
Press Briefings and Interviews: Schedule press briefings or interviews with key company representatives to discuss new products, company milestones, or unique features that make your brand stand out.

8. Learning and Professional Development

Trade shows are not just for selling; they’re also valuable learning experiences. With access to seminars, workshops, and keynote speakers, companies can stay updated on the latest trends, technologies, and best practices. This knowledge can be used to enhance internal operations, improve customer service, or refine marketing strategies.

Tips for Success:

Plan Ahead: Review the event schedule and select sessions that align with your business goals and interests.
Networking: Connect with other industry professionals during sessions to exchange insights, ideas, and possibly even leads.

9. Collecting Direct Feedback from Potential Customers

Direct interaction with potential customers at trade shows provides valuable, real-time feedback on products, messaging, and brand perception. This feedback can be leveraged to refine products, address concerns, and adapt marketing strategies based on genuine customer insights.

Tips for Success:

Surveys and Feedback Forms: Collect feedback from booth visitors on specific products or general brand impressions. Offering a small incentive for completed surveys can boost response rates.
Observe Reactions: Pay attention to verbal and non-verbal cues during product demos to understand what aspects of your offerings resonate or may need improvement.

Conclusion

Despite the rise of digital marketing channels, trade shows continue to play a vital role in marketing strategy. They provide a unique setting for personal connections, brand visibility, lead generation, and product demonstrations. With careful planning and execution, companies can leverage trade shows to create impactful experiences that resonate with their audience, build brand loyalty, and foster business growth. As part of a comprehensive marketing strategy, trade shows offer an invaluable opportunity to engage directly with customers, learn from competitors, and position your brand as an industry leader.

http://n2.nabble.com/FW%3A-MapServer-enhancements-refactoring-project-td2571268.html

I’m beyond words at this point.

We have some existing C modules which do a bunch of data processing, and wanted the ability to spit out shapefiles on demand.  Shapelib is a C library which allows for reading and writing shapefiles and dbf files.  Thanks to the API docs, here’s a pared down version of how to write a new point shapefile (with, in this case, one record):

#include <stdio.h>
#include <stdlib.h>
#include <libshp/shapefil.h>

/*
 build with: gcc -O -Wall -ansi -pedantic -g -L/usr/local/lib -lshp foo.c
*/

int main() {
    int i = 0;
    double *x;
    double *y;

    SHPHandle  hSHP;
    SHPObject *oSHP;
    DBFHandle  hDBF;

    x = malloc(sizeof(*x));
    y = malloc(sizeof(*y));

    /* create shapefile and dbf */
    hSHP = SHPCreate("bar", SHPT_POINT);
    hDBF = DBFCreate("bar");

    DBFAddField(hDBF, "stationid", FTString, 25, 0);

    /* add record */
    x[0] = -75;
    y[0] = 45;
    oSHP = SHPCreateSimpleObject(SHPT_POINT, 1, x, y, NULL);
    SHPWriteObject(hSHP, -1, oSHP);
    DBFWriteStringAttribute(hDBF, 0, 0, "abcdef");

    /* destroy */
    SHPDestroyObject(oSHP);

    /* close shapefile and dbf */
    SHPClose(hSHP);
    DBFClose(hDBF);
    free(x);
    free(y);

    return 0;
}

Done!

A benefit of open source.

< 4 hours.  That’s how long it took to address a MapServer bug in WMS 1.3.0.  Having been on the other side of these many times, it’s gratifying to bang out quick fixes as well.

Committing often 🙂

MapServer action from the Toronto Code Sprint 2009:

• repository changes
• all trac activity

Paul has full details on his blog (day 1, day 2, day 3, day 4, post-mortem).  More details from Chris (day 1, day 2, day 3, day 4).  Also check out some pictures from the event.

Personally, I was happy to bang out fixes for:

• optionally disabling SLD for WMS (#1395)
• support for resultType=hits for WFS (#2907)
• working code for WFS spatial filters against the new GEOS thread safe C API (#2929)
• WFS 1.1.0 supporting OWS Common 1.0.0 instead of 1.1.0 (#2925)
• The beginnings of support for correct axis ordering for WFS 1.1.0 (#2899)

Good times!

UPDATE 12 March 2009: here’s a Camptocamp report of the event.

The code sprint starts Saturday, and there’s a good turnout of folks from the various OSGeo projects.

If you’d like to participate, you can join us on IRC at #tosprint and be there in spirit.

Check it out.  A few RFCs addressed, among them OGC WMS 1.3.0 server support.

Fresh in svn trunk, MapServer now has WMS 1.3.0 Server support and will be part of the forthcoming 5.4 release.

It will interesting to see the use WMS 1.3.0 gets, given the significant changes from 1.1.1.

Great work Assefa!

This has seemingly been the theme for me in the last few weeks.  From publishing to discovery, lack of metadata in OWS endpoints results in increased metadata management away from source, as well as crappy search results.

So here’s some friendly advice:

Service Metadata

• fill out title, abstract (representative of the OWS as a whole) with descriptive metadata
• fill out keywords to categorize the service.  If possible, use a known thesaurus, or one specific to your organization.  Don’t use keywords like “OGC”; we already know it’s an OGC service from the get-go by interacting with it
• fill out contact information.  OWS Common defines ServiceProvider metadata constructs, so if your organization has a service provider dishing out your OWS, they belong in this metadata.  This is a contact person for the service itself, not the data
• fill out Fees and AccessConstraints.  If there aren’t any, use the term “None”
• the OnlineResource for Service Metadata might be some website, not the URL of the service itself (we already get this from the OperationsMetadata)

Content Metadata

• fill in title, abstract and keywords in the same manner as above, specific to the given Layer/FeatureType/Coverage/ObservationOffering.  A title like “ROAD_1M” doesn’t cut it
• your data comes with an FGDC or ISO 19115 XML document already, right?  🙂 Use MetadataURL to point to the XML document.  Smart catalogues will harvest this too and associate it with the resource
• WMS DataURL: if the data can be downloaded online (tgz/zip/etc.), point to it here.  Or, put a pointer to an access service like WFS/WCS/SOS
• WMS Layer Attribution: this provides reference to the content provider (URL, title and LogoURL).  Filling in LogoURL is neat as catalogues can display this when users search for content.  If possible, use an image of smaller dimensions so as to display as a thumbnail
• Last but not least, bounding boxes.  Whether your OWS software automagically calculates these per layer on the fly, or you can override these and set before runtime, please set spatial extents accordingly.  This improves searching spatially by leaps and bounds.  Don’t settle for the often used default of -180, -90, 180, 90 unless it is really a global dataset

From here, OGC Catalogues will be able to harvest your metadata and provide useful search results.  For wider spread discovery, throw an OpenSearch definition in front of your CSW.  Wrap your OWS endpoints in KML/GeoRSS documents (Geo Sitemaps too), and you’ll power mainstream use of your stuff.

Funeral news from newrestfunerals.co.uk said:
‘Mourners buried under a bridge for the lost’

A group of members of London’s funeral procession paid their respects to a man and his mother at the Royal Greenwich Cathedral where they lost a loved one to cancer

The two sisters and their daughter, who was buried the same night, were buried at the Royal Greenwich Cathedral, where he passed away last weekend.

Grieve: The two sisters and their daughter, who was buried the same night, were buried at the Royal Greenwich Cathedral, where he passed away last weekend

At the bottom of the stairs of the church, you can see a cemeterie. It looked like an Indian wedding feast to the first group and there were candles and flowers on the ceiling.

The funeral family were in their homes in London but only a brief family procession was in progress.

The group had gathered in a cemeterie outside the cathedral and the coffin was handed over to the funeral director.

The funeral director also handed in to the British Transport Police and they placed the coffin in a safe house at Queen’s Park, New York.

The couple went to the funeral home and their body was found on the day of the operation.

Casket search: ‘Mourners raised at arms pace’

No word on a cause of death or why they died but the couple’s family said in a statement.

Bye bye useless searches!