Marketing Know-How...Pure and Simple.

When the Market is Soft, Buy a Mattress

2011-07-19T16:15:00.006-04:00

The business climate has experienced more conditional changes within the past few years than most people can remember. An uncertain economy, rising unemployment, a weak housing market and many other factors have contributed to these conditions. Although these remain tough times, it isn't a time to fold the tent and hide under the bed. Instead, why not buy a new mattress?

Select Comfort, a maker of air-supported specialty mattresses, wasn't immune to what most businesses faced during the last few years. Being tied to the performance of the housing market didn't help them. But, they understood the situation to be an opportunity. In a proactive mode, they made sweeping changes throughout their organization which included cost-cutting and store reductions. They also focused on MARKETING!

They understood that fine-tuning their business was a must. And, this meant stepping up marketing efforts to build awareness for their Sleep Number brand while investing in digital media to encourage consumer feedback and interaction.

As a result, profits are up 114% over the year's previous quarter and sales have increased nearly 25%. This is encouraging considering that only three years before, sales had slid by 24%.

Select Comfort is a classic example of why companies should invest in marketing and sales during a soft market. If those areas are cut, then nothing short of a miracle is going to improve revenue opportunities.

Be consistent in your marketing activities. Stay in front of your market. Communicate with your customers. Give them good information that can make a difference for their businesses. Don't let a soft market keep you from getting a good night's sleep!

The Power of Endorsements

2011-04-25T10:57:00.010-04:00

While in the waiting room of a doctor's office, I noticed a couple of framed posters on the wall that caught my attention. With an emphasis on sports medicine, this particular office is well known for their expertise in treating both athletes and those who enjoy moderate sports activities.

As I approached the large posters, I was immediately struck by the testimonials each one projected. The first was an image of former swimmer Amy Van Dyken. Beneath her picture, the text read "4 time Olympic Gold Medalist". However, that had been modified when Amy autographed the poster. Next to her signature, Amy had marked through the number 4 and written 6! But, here's where the eye-opener comes in - - next to that, she wrote "thanks to you". The endorsement now stated "6 time Olympic Gold Medalist - Thanks to You"; directly attributing her success to the sports medicine doctor.

The second poster was one of former Major League Baseball player, Jeff Bagwell, when he played for the Houston Astros. Next to his autograph, he wrote "Thank you for helping me make it to the World Series." Wow! That's the type endorsement you just don't see every day.

Your business really isn't that different from this sports medicine doctor. Granted, you may not have access to the same "star power" of a celebrity endorsement, but if you're doing a good job for your customers, surely someone will want to boast about that on your behalf.

Endorsements are powerful and can be used in many ways such as your website, in newsletters, brochures, etc. All it takes is a simple quote, a comment or something similar that states your business delivers what you promise and your customer receives the expected result - maybe even more!

Selling Into the Heart of Demand

2010-05-13T10:51:00.013-04:00

Even if you are not a golf fan, stories about the Masters tournament played at Augusta National will interest you. Some tell of the personal side of a player like Phil Mickelson and his family while others remain centered on the game itself. Beyond the stories, though, is a mind-boggling business that makes this a big time event.

Tickets for the tournament days are nearly impossible to obtain unless you know someone. Practice round tickets are only available through a lottery system. It's all highly controlled by the tournament because they can do it. And that's how they like it.

Why? Because the demand is there. Plus, they like the prestige and tradition that are synonymous with the Masters.

For an operation that is only 'public' a few days out of the year, the tournament can turn a buck. It's done strategically and very effectively. Food and beverage options are very inexpensive considering the venue and the process for obtaining a quick meal is simple and easy. That's all by design.

But, rather than mark up food and beverage items beyond reason, it is the merchandise that sells like crazy. Nowhere else can you buy authentic Masters merchandise but at Augusta National (of course, there are those who resell on eBay). Lines of patrons file into the pro shops to grab whatever gear they can with the coveted Masters logo on it. You name it and they have it - golf shirts and tee-shirts to ball caps and ball markers. There are towels, flags, playing cards, belts and more.

Just as quickly as the merchandise flies off the shelf, it is restocked by fast moving clerks. It's an amazing process as the clerks know that everyone in the shop is there to buy something. They don't have to persuade anyone. It's a dream come true for retail selling. Imagine the margins on these products. Tee-shirts are $26, ball caps are $24 and golf shirts are $68. With the buying power that the Masters undoubtedly wields, the profits must be extremely favorable.

Even though this entire operation is an extraordinary one, it doesn't happen automatically. The Masters tournament understands their market. They understand demand and they know how to sell right into it - without really having to sell.

That's where some businesses miss it. They think a product will sell itself or that demand will somehow be there. That's not always the case. Sometimes you have to create it. And, oftentimes, you have to sell it. However, when everything is aligned (strategy, marketing, sales and service), you will reap the rewards.

Wouldn't it be great to be the 'Masters' of your market!

I Work Here, But I'm Also the Brand

2009-07-30T11:22:00.007-04:00

This was too good to pass up on branding and who actually represents the brand - a blog post by marketing guru, Seth Godin. It is a near perfect follow-up to our recent posting on Billy Mays and the brands he represented. In that post, we asked the question as to whether or not the brands he pitched could survive without him since he was arguably, the brand!

In the case of Seth Godin's posting, look at the reverse situation. It's a sad reality that there are employees out there working for supposedly reputable brands, yet taking no responsibility to uphold the integrity of the company, business, product or services because...drum roll...it's just a job...all I do is work here!

Seth nails it: when you are employed by the company, then you represent EVERYTHING about that business and thus, the brand. And, that means the good, the bad and sometimes the ugly (thank you Mr. Eastwood).

Thankfully, there are companies out there who have instilled a culture within their organizations where employees 'get it'. Go to a Chik-fil-A sometime and you'll see it from every single employee. You'll never hear one of them proclaim 'I just work here'.

Long Live the Brand

2009-07-14T14:11:00.016-04:00

Pitchman Billy Mays revolutionized direct response advertising via his unmistakable commercial presence that always opened with “Hi, Billy Mays here…” He became the icon of direct response television commercials and infomercials. What’s interesting is the effectiveness of his pitches that resulted in the sales of millions of dollars of product.

This brings up the question: was Billy Mays really the brand or was it the product he was selling? His products certainly have become household brand names – OxiClean, Orange Glo, Awesome Auger, Mighty Putty, etc. But, without Billy Mays these arguably would be unknown. However, having a strong pitch for a product is just one aspect to building an effective brand – it has to work and be well received by the consumer. If these products didn’t deliver on their brand promises as Billy demonstrated in his commercials, additional sales would likely have never happened. Still, with a guy like Mays and his notoriety representing the products, one could make a strong case that he is more of the brand than anything else. He is the voice, the image, the seller, the convincer – the guy who compels the sale. That’s more than just a sales guy.

It is very difficult to think about any of these brand names without the name and image of Billy Mays coming to mind at the same time. What happens now? His commercials continue to be aired since his death and unquestionably the products are selling. Over time, will they sustain without Billy Mays? Have the brands built a strong enough following to succeed without their pitchman? Only time will tell us how these products will perform sales-wise in the future and whether or not they can live on without their beloved spokesperson.

Denny's Marketing Gets Grander

2009-04-02T11:07:00.004-04:00

Yep, it appears Denny's is at it again. They must be on to something that is working. A new advertisement is launching to promote another free meal for their Grand Slamwich. As they did during the Super Bowl ad, Denny's will be offering a freebie to those who bring a friend who could use a good meal. The idea is to promote 'acts of kindness'. A good idea, no doubt, and one that will continue to boost their already high brand favorability.

Some may be asking why they would bother with another free offer. In marketing, there is no more powerful word than 'free'. And, it works. It's obviously working for Denny's because they wouldn't bother investing in another promotion of this type if the first had been unsuccessful. Plus, they understand the importance of consistency. The Super Bowl promo could have easily been a one-off, one-time deal that we soon forgot about. But, no, the marketing pros at Denny's recognize that and are ready to pull the trigger again. When this ad hits, there will be many consumers who recall the Super Bowl promotion and thousands upon thousands who will recall excellent service and quality food when they partook of the free Grand Slam meal back in February.

This is likely to create a lot of additional buzz for Denny's. That's only part of what they're after. It is the buzz that translates into revenue dollars that will be the real measure. I'm betting they'll please a lot of hungry patrons while bringing a smile to the company's bottom line.

Casting Your Marketing Reel

2009-03-30T16:51:00.008-04:00

On a trip to the coast last fall, I observed a fisherman that to me appeared to know what he was doing. He arrived on the beach and proceeded to mark his spot, prepare bait and set his pole with high hopes of landing 'the big one'. I watched out of curiosity as he cast his rod then waited patiently for a bite on the end of the line. Sure enough, he had action in no time. From my vantage point and distance from him, it was difficult to see exactly what he caught, but I did witness a few 'keepers'. At the same time, there were definitely some 'throw backs'.

As this scene unfolded, it reminded me of how many companies approach their marketing. The intentions are normally good, but sometimes the strategy and execution are lacking. Simply casting your marketing dollars into the blue abyss hoping for a big bite is a high risk and expensive venture. It's essentially the same as mass communication with the intention of reeling in perhaps only a select few keepers. The bait and rod may be right and even the blue waters where those prospects are looming, but tossing a 'hook' for anyone to snag probably isn't the best approach.

Wouldn't you have a much better opportunity of success by identifying who you want to send your message to, tailoring it to their needs and then executing a plan that properly connects with them? Such an approach is targeted and strategic to maximize your marketing investment and efforts.

Think about that the next time you're tempted to bait your hook before tossing it to the masses.

Denny's Grand Slam Marketing Campaign is a Winner

2009-02-05T11:02:00.004-05:00

As if the Super Bowl wasn't enough, Denny's stepped up to the plate and smacked one right out of the park...or was it through the uprights?! Through their :30 second advertising spot during the Super Bowl, Denny's promoted their free Grand Slam breakfast at all US restaurants from 6AM till 2PM on the Tuesday following super Sunday.

Great idea? You bet. During this economy? Brilliant.

Sure, Super Bowl ads are ultra expensive, but when you consider the nearly immediate call to action that Denny's promoted, the pay-off was sure to follow. And that's what happened. People came, a lot of them waited patiently in long lines, they ate, were satisfied...and then what? Well, the real ROI for Denny's is the bet that these people will come back and become loyal patrons to the restaurant.

That's one of the keys to this campaign. Denny's advertising message was put in front of millions of people - mass communication. But, they hit a hot button with the viewing audience - free. Who can beat that these days? A free meal, sure. More than that, they drew people into their restaurants - perhaps some for the first time. Once they came, Denny's had to deliver. Service had to be spot-on. The food quality had to be tops. The customer experience had to be superb.

Well, based on the reviews, it looks like the free Grand Slam was a winner. When Denny's statistically measures their spike in meals served over the coming weeks, they should see increased revenues. The key will be keeping these customers and converting them into loyal patrons. Otherwise, they risk the short-term enjoyment of a sharp revenue increase that could easily drop back down to previous levels.

A Strong Offense Means Marketing Success

2009-01-14T10:11:00.005-05:00

In most sports, there are great analogies to marketing strategy. Successful teams go into games with a solid strategy and game plan. They don't just show up expecting the results they've mapped out on the white board prior to the game. Instead, they've considered their competition, studied how they can overcome them and devised a way to reach their ultimate goal.

Proactive marketers are always on the offense - perhaps even the 'attack'. They're constantly running their game plan methodically to consistently cross the goal line. They're in control and they're getting results. Companies that take this approach with their marketing will achieve success.

Consider the alternative. Suppose you choose to be reactive. Without a game plan, you're going to realize mediocre results. And, your sales team is going to be winded and on their heels worn down from battling the aggressive competition. Rarely are companies in this mode able to attain their goals and often they become frustrated at their inability to 'move the ball'.

Before running out on the field (or the marketplace), consider your game plan and how you're going to implement a goal-reaching drive. When you take such an approach, your marketing and sales team will be efficient and consistently successful.

One Way to Serve Customers Well

2008-10-22T12:21:00.003-04:00

Back in August, we posted a story about poor customer service called 'Customer Service - Not This Way'. That was 'the bad and ugly'.

How about the good? In that same post, we mentioned a company located in the Isle of Palms, South Carolina called Island Realty. When my May vacation accommodations didn't quite stack up to normal standards, I let the Island Realty folks know about it in a post-vacation survey. The motivation wasn't to smack them between the eyes; rather, the intention was to give them honest feedback on my experience. And that's what I did. Too many times we're just too nice or want to be gracious in our expressions of poor experiences. In most cases, nothing is said at all. That's actually a disservice to companies who will never know what happened. By telling them about your situation and giving details, there is a much better opportunity for improvement. Sadly, statistics show that a large majority never make a direct complaint or share feedback with the company. Instead, they tell others - - and it snowballs into negative word of mouth.

When my friends at Island Realty received my survey feedback, they took the high road and responded right away. No excuses, no shifting of blame. They didn't even give me the opportunity to start complaining to my network of friends. Instead, they acknowledged the situation, even apologized and offered a free week back at the beach as their way of addressing the issue. I was stunned. This was completely unexpected. Immediately, I took note of this action and told them how much I appreciated what they were doing.

That's a great example of extraordinary customer service. And you know what? That's probably the way it should always be with any business. Of course, I'm not suggesting you have to do what they did, but the point is that they took action and quickly addressed the situation proactively. Isn't this a great step toward building favorable customer relations and loyalty? Absolutely.

When companies invest in marketing to an audience, then they should take great care to ensure the customer's experience is a wonderful one. It isn't that difficult, but it does take some thought, strategy and effort. Getting a sale or a new client is only half the equation. Developing them into loyal patrons is the other half. Then they become your advocates!

By the way, we enjoyed a great stay back at the beach. And, as I absorbed the sun, waves and sand, I couldn't help but think it was only possible because of what Island Realty did. I'm a satisfied customer who is telling others about my experience. Great job guys.

Fresh or Frozen

2008-10-02T15:37:00.004-04:00

Learning from this experience will perhaps help us all become better marketers. Here's the story:

Went to lunch today to a spot visited perhaps twice a year. My friend and I walked in the door and almost simultaneously started searching for the menu. Nothing. Where the 'specials board' once sat was nothing but an empty floor. Then, we spotted the whiteboard - on the opposite wall. Finally, we found menus at the end of the counter. After about 5 minutes, I realized the name of the joint had changed. Hmmm. What's up with that?

We both placed our orders and I thought mine was a really, really simple one: the All-American cheeseburger. After a few minutes chit-chatting with my friend at our booth, we were interrupted by a guy who turns out to be the restaurant owner. He asked me what seemed like 20 questions about how I wanted my burger. My initial thoughts were "Didn't I already tell the girl who took my order?" Not long after that, our food arrived. It was OK. Nothing special and nothing to tell anyone else about - - at least that's what I thought.

Minding our own business and chomping down our lunch, we were once again interrupted by Mr. Restaurant Owner. This time, he was in a full-throttle sales mode. Without hardly taking a breath, he proceeded to tell us why we should order lunches for our businesses through him and why his food was so good because it is fresh daily, etc. OK, I understand. A fairly new business and he's a bit excited to tell us about his business. But what was wrong with this tactic?

1 - He interrupted us without permission assuming we wanted to hear his sales pitch while we were attempting to eat our lunch

2 - He constantly repeated himself and over-emphasized what may otherwise have been decent selling points

3 - He contradicted himself - - in one breath he told us the food was prepared fresh daily and in the next breath promoted his pastries which he receives frozen, then pops them in the oven!

4 - He broke a major sales law by explaining that his prices were going up due to someone else's problem (the gas prices)

Numbers 3 and 4 are worth exploring a bit. I can't think of a worse example than for a restaurant owner to brag about fresh food and in the next sentence tell me some of it is frozen and simply 'heated up' in the oven. What's your answer, sir? Do you offer fresh or frozen food? It doesn't take a rocket scientist to see the conflict.

In number 4, he was attempting to point out menu items (again, while we were trying to eat) that he thought would interest us, but then said a new menu was coming out within a week. Keep in mind, this place just opened less than 2 months ago. Here's the kicker: he said their prices were going to be higher because of "you know, gas and other stuff like that". Ouch.

Lessons learned:

Create a brand that means something. I left that place with more brand conflict than anything else. What about an outstanding lunch experience that I would want to tell all my friends about? How about emphasizing true freshness in all menu items? Our brand experience was negative. The restaurant brand doesn't exist - in name, atmosphere or experience (well, it does in a negative way).

Ask permission to interrupt patrons or customers. That's a fundamental law of marketing. We're all interrupted dozens of times a day with commercials, emails, etc. Be strategic and tactful when you want to express a message. How about offering an incentive to come back to this restaurant as first time diners? How about coupons to pass along to our friends and colleagues? The list goes on.

Seth Godin says to create 'remarkable' experiences. He's right. Delight the customer instead of irritating him. Be known for something great, unique, special, beneficial, outstanding, etc. Eliminate contradictions in your business. Be consistent and let your brand grow your business.

Enough is Enough

2008-09-30T15:07:00.005-04:00

It's amazing how much we put up with in this world that simply isn't worthwhile. Take advertising for instance. How many times have you been offended by advertisers making wild assumptions about your preferences? Do they really know you? And what about bombarding you with unwelcome messages over and over again? When you've had enough, it seems a sign like this may be appropriate:

Wouldn't it be nice if marketers took the time to know their potential buyers before making broad generalizations or assumptions about you? And think about the effect this would have on their marketing execution. Creative is great and cleverness has its place, but making a strong connection to a buyer is key. Demonstrating that your product or services will easily solve a problem or efficiently address an issue is the objective of your marketing.

Don't play games and don't fall into the trap of pestering your market. If you do, you'll quickly find that you're not welcome!

Instead, be tactful and strategic. Pinpoint where you need to distribute your messaging and promotions. And, do it in such a manner that it is well received - consistently hitting the mark. You'll soon find that such an approach will prove to work well and help grow your business.

Customer Service - Not This Way

2008-08-07T15:42:00.002-04:00

Recent experiences have motivated me to address customer service over a few posts. It never ceases to amaze me how companies will claim that customers are the most important aspect of their business and that they'll do anything to ensure their satisfaction. Some actually do this while most do not.

For example, take Deltacom - a large provider of communication and technology solutions. On the Deltacom web site, they state "Deltacom has earned a strong reputation built on customer satisfaction." That's nice, but there isn't any proof. In fact, my experience and that of several others I know is the exact opposite.

About a year ago, some slick sales guys came by the business claiming Deltacom was THE answer to our telecom issues. No more high prices, low services and poor quality for us. And, no need to worry about customer service issues. No, sir, Deltacom takes care of their customers.

Um. No. The short part of the story is that customer service appears to be the biggest gap in their company. Countless times we've experienced downtime due to disconnections, service drops, etc. When it happens, we go through the same routine - call them, give them our account number and then listen as a customer service rep reads off the party line statement about services being restored as soon as possible, you may hear from us, etc. That's it.

Guess what happens? Nothing. Sometimes service is immediately restored while most of the time it seems to take forever. We never hear from them on status, updates, when it is actually back up and running, etc. Never. Never. Never.

They are the absolute worst customer service organization I've ever encountered (with Charter a close second). And, it's pointless. How hard is it to ensure you have satisfied customers and those that sing your praises? It isn't - hear me loud and clear Deltacom - "It's not that hard!"

Obviously I'll never recommend them; instead, I'm doing the opposite. Oh, the power of word of mouth. And, the power of negative PR. Shame on Deltacom. Bad Deltacom.

Stay tuned for better customer service news - - an experience of how it should be courtesy of my friends at Island Realty on the Isle of Palms in South Carolina. They get it and they definitely understand the power that well-serviced customers can be for their business.

A Cool Way for Hot Co-Branding

2008-07-15T11:26:00.008-04:00

Last year, Bruster's Real Ice Cream and Nathan's Famous teamed up to offer consumers the best of good ole homemade ice cream and world famous hot dogs - at one stop. These two mega brands have joined forces to combine complementing eats that are sure to please. Rather than run out for a nice, fresh ice cream cone, why not dine on a Nathan's hot dog AND then grab a cone. What a deal. From a business perspective, this helps drive day time business for Bruster's and continues to build brand equity for Nathan's Famous.

Bruster's stores now carry signage for the unmistakable Nathan's Famous brand. The combination of Bruster's red/black with Nathan's green/yellow takes a little bit to get used to, but certainly grabs your visual attention. Regardless, the teaming has been well done and does not come across as an afterthought or 'slap it up there' idea.

So far, it appears this co-branding initiative is working. Bringing together two of America's favorite foods has got to be a winner. And the folks at both companies recognize that. Too often co-branding is done, 'half-baked' (had to use that), with mediocre results. When it makes sense, it works. We'll definitely keep an eye on our Bruster's and Nathan's buddies. Let's just hope there isn't an ice cream eating contest added to our July 4th flair in the future!

There is No Finish Line to Your Marketing

2008-06-26T14:50:00.004-04:00

Believe it or not, but I've actually seen companies refer to marketing as a game, race or contest of some type. Having spent 20 years dedicated to this profession, this is insulting not so much to me, but to businesses out there. Let's be very clear about this: marketing is a continuous process. It is not a game, there is no finish line, and no winner is declared. Any kind of thinking along those lines suggests that marketing actually ends. If that's the case, then you can kiss any sales increases goodbye, say so long to revenue growth...you get the picture.

The idea is that properly planned and strategically executed marketing activity will influence your sales and business development efforts and ultimately help you achieve revenue goals. BUT, that's not where it ends - otherwise, pull down the blinds, shut your doors, and hit the showers. As a continuous process, marketing will keep your sales engine running well with the right amount of fuel. You never want that well to dry up.

Always consider the criticality of your marketing strategy, plan, execution, implementation and measurement. Keep that engine running and your marketing roadmap clear of obstacles and dead-ends. Doing so will put you on the path to business growth...not the end of the line. And, when you have a moment, check out MarketingSherpa's wisdom report.

Clutch Marketing

2008-06-02T15:09:00.003-04:00

Gatorade has a couple of interesting 'League of Clutch' commercials that have been airing for several weeks. In particular, the one featuring Kevin Garnett (aka KG) caught my attention and that of my client, Chip Felkel of The Felkel Group. While discussing his business, brand promise and unique attributes, this commercial came to mind. The key point is that you have two choices: be history or make history. That's pretty powerful and bold. But, when you think about it, this makes sense. I liken it to being a sideline observer or jumping in the game to make a difference in the outcome. That's what happens in the marketing arena - spectators achieve no results beyond the satisfaction of watching while those that are engaged with the market, customers, etc. are reaping the benefits of their efforts. But remember, marketing isn't a game - it's an on-going effort that continues to pay-off for your business.

As Gatorade suggests, you can be history or make history. Which one is for you?

Tipping Point Tim-ber!

2008-03-20T00:01:00.004-04:00

Malcolm Gladwell became an even better known author after his book "Blink" soared on the business book best seller's chart. Following up with "The Tipping Point", Gladwell seemed to hit pay dirt.

In the latter work, there really isn't any big revelation, but he certainly makes strong, compelling reasons why it only takes a small 'thing' to finally tip something (an idea, fad, product, etc) into popularity. In some cases, this may be due to a circle of influential people who are always willing to spread (dare I say, be 'viral') the word about a new idea, service, product, experience - you name it. However, it is also true that these circles cross all social lines. Yes, there will always be the one's out there who are information junkies and feel the need to pelt their social networks with their formulated opinions. And, in a lot of cases, this activity indeed tips the scales. But, the same holds true with circles and circles of people at all kind of levels. In other words, no exclusivity.

Recently, Duncan Watts - professor of sociology at Columbia University - threw in his two cents worth about the role of influencers as they relate to that unique 'tipping point'. In an article published by Fast Company, Watts challenges the Gladwell assessment. It's an interesting read that makes a few good points, but not one that persuades this marketing mind.

Consider how buying decisions are made and what influences the purchasing process. Wherever you fit within our social spectrum, it is highly likely that somebody, somewhere, some how influenced your decision. Were these people only the 'wealthy'? Doubtful. Only the 'jetsetters'? Probably not.

Decisions are influenced by the opinions we receive from those we trust - whether a friend, colleague, neighbor, a business - whatever. That's how it works. So, a respectful 'tip of the hat' to both Gladwell and Watts who both make good points (although our loyalty resides with Gladwell).

Sticking with a Purpose

2008-02-01T17:28:00.005-05:00

Recently I had the opportunity to read Chip and Dan Heath's new book entitled "Made to Stick". The book was somewhat intriguing because I was applying their concepts to marketing as I read through the book. And, it made sense.

T he premise of making something 'stick' that requires a balance of simplicity and concreteness is true in marketing execution. Being able to effectively connect your offering with buyers can be challenging, but it doesn't have to be impossible. However, it does require messages that have substance and are meaningful for the intended recipient. As the Heath fellas point out, there is an emotional connection involved, too.

In marketing your messages, doing so in the form of stories is very powerful. In fact, this is addressed on the Heath brothers blog where research indicates that stories carry more weight than advertisements. Well, obviously - assuming the story is well told, has substance, is believable, appeals to the buyer's emotions - - ahh, is sticky!

Well, I suppose they're on to something.

The Gray Horse that Delivered

2007-12-14T13:59:00.000-05:00

A long-time retailer in our Greenville-SC market recently closed after nearly 50 years of serving customers well. As a feed and seed store, they succumbed to the competitive pressures that our beloved big box retailers have been known to apply to the small guys out there.

What's interesting about this store as noted in the Greenville News eulogy, is the legacy they left. Rather than going down with the sunset, the former owner reflected back on the good times - the times that made great memories because of great customer service.

For years, everyone in town knew the store by it's gray, life size horse that stood outside the store marking it's location. If someone called the store, the staff would simply tell them to look for the gray horse and instantly people connected with that image. What a powerful brand icon!

But, the store wasn't just known for the familiar and stately gray horse. Once you entered the establishment, you were treated like family and nearly always returned. The brand experience was powerful and that's what we'll all miss. The personal service, the ability to get whatever you needed even if they didn't have it and the warmth of a place that felt like home.

That's what having a powerful brand can do for you. It isn't just some logo, icon or clever tag line. It's the experience that satisfies a need. Does your business have a gray horse that delivers for you?

Marketing Measurement

2007-12-10T11:39:00.000-05:00

Demonstrating marketing ROI presents plenty of challenges, but it isn't impossible. If companies will take the time to determine what they want to measure and what is reasonable, then the process will make a lot more sense to everyone involved. One of the misconceptions is that ANY marketing tactic will result in significant sales - immediately. Well, we all wish that was the case, but marketing is a process that paves the way and provides the tools for effective selling.

The best way to measure is to implement the proper tools that can provide meaningful data. For instance, a CRM solution integrates both sales and marketing activity so that you have a single view of all initiatives. Microsoft Dynamics CRM is a good example and an implementation expert like Customer Effective is worth considering who has a sole focus on making CRM effective. Other tools help measure web site traffic and important statistics related to campaigns where site traffic spikes should be tracked. WebTrends has a fantastic web analytics solution for that very purpose. And, WebTrends is integrated into CRM so you have a seamless reporting capability for all data points.

Obviously there are other ways to measure - some are intangibles like name recognition and market education. The point is to have some type of ROI component in place to measure your marketing effectiveness. Having the right tool can make this process a simple one and eliminate the pain-staking task of manually pulling your data together.

Fair Weather Loyalty

2007-11-01T12:09:00.000-04:00

What does it mean to be loyal? Many definitions use words such as allegiance, steadfastness, faithfulness and committed. This is especially true for many in our military forces who have a defined 'commitment' to defend our country and ensure the freedom we all enjoy.

This isn't always the case in sports. Many people will lay claim to their favorite team only when that team is winning. These are the fair weather fans. As soon as the team starts to lose or experiences a dip, these fans disappear into thin air.

What about customers in your business? Would you describe them as being faithful or having an allegiance toward your products, services or solutions? If not, then determine why and create the programs that will ensure your company is where they will turn every time they have a need that you can solve.

Consider the cost of obtaining a new customer. Then, consider the investment it takes to keep them. It's nearly a no-brainer to find ways to keep them when you look at the numbers involved.

Having loyal customers is of great value. Making sure you consistently deliver what they need, when they need it and in a way that provides a benefit to them is key. If you falter in delivering value, then you risk having fair weather customers.

Purpose and Goals for Advertising Returns

2007-09-05T17:55:00.000-04:00

Football season is now upon us and already the college football faithful have been treated to some unbelievable games. Fresh on all of our minds is the major upset that Appalachian State pulled off against powerhouse Michigan. The headline pretty much said it all: 'One and Done'. That's a powerful headline and it sums up the situation for Michigan very well - they played one game, lost it and with that their dreams of a national championship.

Think about the power of headlines as they related to your marketing efforts. Are they meaningful? Do they stop the reader in that 2-3 second slot of time you have to capture their attention? Your goal is to make a very quick connection with the reader or passerby who says 'wait a second...what is this?' The body copy and graphics then work together in harmony to effectively tell your story - but with precision and crispness - to lead the reader to a call for action.

While attending a recent college football game in a famous stadium known in the Southeast as Death Valley, I couldn't help but find my attention drawn to the big, bright, flashing advertisements and promos running along the border between the upper and lower decks. What I found fascinating was the lack of any message. In all fairness, most of these high-dollar sponsors had some local brand recognition so this was definitely positive reinforcement. But for those 'me too' guys who spent who knows how much to have their logos animated in neon - - well, I'd really like to know their ROI. No web address, no solution bullet listing - - just a flashy logo in front of 83,000 people who were given no reason to check these guys out.

Have purpose when you advertise. Do it with a goal and solid objective in mind. Don't be one of these people that wonders six months from now why their big dollar stadium advertising went no where. Instead, approach it with purpose like a true business winner!

Customer Focus can Lead to Loyalty

2007-08-02T00:54:00.000-04:00

In recent weeks, I've had several encounters with various businesses where each time I was the buyer - the customer. My point isn't to blast anyone, rather to demonstrate where the road to loyalty begins or where it never starts. That's a choice every business makes. Here are the highlights of my experiences.

In June, we purchased a pre-owned vehicle from our local Toyota dealer - Toyota of Greenville. Since it had been more than 11 years since my last automobile purchase, I wasn't looking forward to the experience. To my surprise, it was actually a delight thanks to Tom Jones, our sales representative. He applied no pressure, was honest, straight-forward and made the experience one that I said I would share with others - so I am.

At that same time, I visited our local Department of Motor Vehicles to renew my driver's license. Again, cringing at the thought of wasting my entire afternoon waiting in line, I headed to the DMV. Another delightful experience - I was in and out in 20 minutes. No hassles, no nothing - just the service that I've ALWAYS wanted from the DMV.

Then, a couple of weeks later, we decided to pick up lunch one Saturday at Wendy's. I confidently approached the counter, placed my order and then it all broke loose. All I wanted was three burgers - each fixed slightly different from the other. I even had it written down. No matter how many times the MANAGER started over with my order, he never gave me the confidence it was right. Well, that proved to be the case when I arrived home and NONE of the burgers were right. That was perhaps the worst fast-food experience I've had. Ironically, check out the statement on the Wendy's home page at the bottom: "At Wendy's®, we're unrivaled in our passion for giving people what they want — and uncompromising in giving people what they deserve.." I received neither. Guess what fast-food restaurant is now off my list?

Finally, I bought another car recently. This time it was a new one. After all the negotiating and time spent in the dealership, it was time to take delivery of my new car. While waiting on the sales rep to finish up some paperwork, I noticed he hadn't reversed my tires like I had asked and as we had agreed. In an effort to make it right, we both entered the sales manager's office to explain the situation. A rather cool greeting was extended to me by this sales manager who proceeded to cry about only making $65 profit on the car AND THEN barking about losing $10 if they fulfilled their promise to me because of a service fee they would incur. I couldn't believe my ears. Was this MY money they were worrying about or THEIRS? What a joke. Another ironic twist to a story - the same day this occurred, our local newspaper, The Greenville News, had published my marketing article that discussed how to build customer loyalty by treating the customer properly and with respect.

And that's really the entire point of these stories. In two situations, the companies and organizations were well trained and kept their eye on the ball - the customer. In the other two, they didn't seem to care as their interests were more important than the person with the check book.

Granted, we all have bad days, but a single bad day that results in losing a customer can have a negative snowball effect on your business. Stay poised and treat those well who have entrusted you with their wallets. Doing so means you both will win.

The Navy Jacket

2007-06-22T00:13:00.000-04:00

For years, I observed with great internal humor co-workers attempting to be more than they really were. In a Fortune 100 corporate environment, that's not too surprising as everyone seems to be vying for position and using every political maneuver known to man to make their special mark. What humored me was to watch well-educated, talented and skilled people take on the persona of something they were not.

As in many big corporations, executive management level personnel like to wear the standard issue navy blazer when it comes time for client meetings, internal departmental meetings, special events, etc. This became increasingly popular when the casual attire rules became wide spread and ties were no longer required. We've all seen them. Executive VP's would drop in from corporate headquarters adorned in their special navy blazer to check on the worker bees.

Why? Well, you have to set yourself apart somehow to demonstrate your authority over others. I guess a title and hefty salary aren't enough.

The sad truth to this is that those who thought they were executives did the same thing - wearing the navy jacket to meetings. It seemed that if you had anyone that worked under you, then you must put on the special coat. Not everyone played this game - including myself.

Part of this story works - setting yourself apart in business from competitors is a must. You certainly want to distinguish your services, solutions, products, people, etc. from all the rest.

However, it is the other half of the story that can bite you on the backside. If in your attempts to be singled out or distinguished means looking like everyone else or doing what others are already doing, you haven't accomplished anything.

That's what happened with the navy jacket scenario - the wanna-be's wore them too which degraded the purpose of the coat. I even had a colleague who was new to the company, asked me about the jacket situation, then decided to wear one himself to a group meeting - as a joke. Turns out that none of our executive management members wore theirs! Purpose defeated.

And that's the point - have purpose to your efforts to stand out. Create value distinctives that are unique to your business. Develop a company snapshot that no one else can claim. Plan to succeed with a strategic roadmap that specifies where you need to focus your marketing efforts. Be creative, noticeable and attractive to your intended market. Leave the navy jacket at home.

Roadmaps for Strategic Travel

2007-06-06T14:28:00.000-04:00

It's been said that 'strategy is everything'. There are certainly good arguments to support that statement especially those that pertain to your business.

Most people wouldn't dream of taking a road trip without a map. But many businesses feel they can 'fly by the seat of their pants' and do just fine. No plan, no map, no strategy and no real direction. Where does that usually take you? In most cases, the land of frustration which is full of shattered dreams, missed opportunities and plenty of headaches.

Your remedy? A well defined plan. If you are expecting great results from your business efforts, you have to put a plan in place to indicate where you are going to go. Because your marketing is the primary driver behind your sales efforts, you must put a strategic roadmap in place that defines where you want to go, why you should go there, what opportunities there are, what you can expect to achieve, how you will conquer and who you will win.

Your strategic marketing roadmap becomes the guide that answers the logical who, what, where, when, how and why questions. It includes a schedule, time line, resources required and budget needed to meet that revenue bogey that you established.

Knowing which pathways to take and include within your roadmap are key. And, knowing which 'vehicles' to use is equally important. You'll also want to be certain that your tactics are prioritized and are in logical sequence.

Capture results and measure the effectiveness of your plan. Simply having a plan doesn't guarantee anything. It is how you put your roadmap together, execute and manage it that will determine its effectiveness.

Go out there and enjoy your revenue-seeking travels...and be sure you know where you're headed!

Getting Mean About Advertising

2007-05-24T23:10:00.000-04:00

Who doesn't remember the 1979 Coke commercial featuring the Pittsburgh Steelers 'Mean Joe Greene'? Yeah, the one where he guzzles a Coke and in appreciation (instead of a major burp) tosses the kid his game jersey to the line of 'Hey kid, catch'. Oh how this delighted TV viewing audiences for what seemed like forever. The commercial won all kind of awards and is noted as one of the most popular television commercials of all time.

So how successful was this commercial? The creative guys and ad agencies would all quickly thump their chests and proclaim this a heart warming moment where 'football giant makes happiest day of small boy's life.' And in the center of the spotlight is our favorite soft drink brand - Coke. Ahh. How nice. Hey, I'm not knocking it. This remains a fantastic commercial memory.

But did you know Coke jerked that commercial off the air the moment it failed to produce additional sales? They didn't keep it aired just to satisfy consumer fluffiness. No sir. Instead, they took a business approach and determined based on measurement and ROI that the commercial had run its course in driving additional revenue for Coke. Sergio Zyman - then Chief Marketing Officer for Coke - now head of Zyman Group - pulled the plug.

How many of us would have been that bold? How many of us have been guilty of wasteful marketing spending?

Think about that. Unless your marketing dollars - - whether advertising or other - - are tied to new business and additional revenue, it's probably a really good idea to scrutinize what those dollars are accomplishing for you.

Marketing is an investment. And, investments are supposed to yield favorable returns. Mean Joe Greene turned 'softee' in that famous Coke commercial for just a few seconds. In reality, it was the Coca Cola Company who avoided the trap and made the right business decision to move on.

Trade Show Excellence

2007-05-10T18:04:00.000-04:00

Have you ever attended a trade show that was just absolutely 'over the top'? I still recall a show in Las Vegas several years ago that was undeniably first rate. It was actually a software company's annual conference, but it included numerous exhibitors and some of the normal trade show flair. The event included very well done exhibits, excellent conference sessions, plenty of food, entertainment - the list goes on. They even brought in the famed Doobie Brothers for two free concerts at the Hard Rock Cafe. Can't beat that.

While discussing the event with a colleague after returning from the conference, neither of us could find the right word to describe it. Finally, he nailed it - Galactic! Bigger and almost better than life.

Even though you may not be able to influence your next trade show beyond your company's exhibit, you can make your visitor's experience 'galactic'. Focus on doing everything right from your booth design to those who will be in your booth interacting with visitors.

You may also benefit from engaging the services of a trade show expert like Julia O'Connor. She provides online trade show training to ensure you maximize your show experience. This takes into account all of the components from pre-show planning to post-show follow-up - - and the all-important in-between tactics that need to be organized, planned and properly executed.

And, ensuring that your exhibit provides an engaging message to show attendees is critical toward your success. Skyline Exhibits & Design does an excellent job at determining what kind of exhibit is right for your company and then designing that exhibit for your display needs.

Don't cut corners and fail to plan for your trade show marketing. Simply showing up in your booth and watching aisle traffic will result in nothing more than disappointment. You can have a galactic experience with your next trade show if you plan, strategize and execute well. And, you'll be very pleased with the ROI.

Left Brain, Right Brain Battle

2007-05-04T17:30:00.000-04:00

More than ever, it seems, marketing has come under the scrutiny of company CFO's who want to know where that ROI exists. They are completely justified in doing so. In the old days, marketers would often hide behind ambiguous things like 'market exposure', 'awareness campaigns', 'brand education', etc. No more. If marketing doesn't help drive revenue opportunities, the ROI is zero.

Just this week, Ginger Colon, Editor-in-Chief at 1to1 Media for the Peppers & Rogers Group, posed the question about how finance and marketing get along and on the same page for addressing money issues - and the all important bottom line.

We participated. You can see our response by visiting the 1to1 blog.

Fill 'er Up

2007-04-25T10:31:00.000-04:00

How well does your automobile run without gas? OK, it doesn't - - duh! So, let's say your car doesn't have any gas but you still expect it to provide your transportation needs even though you don't plan to add any gas to it. Hmmm. Crazy, huh?

Well, many businesses do the same thing. When revenue drops, guess what gets cut? You got it - marketing and sales. But wait - - are those not the two very areas that will generate revenue for the business? Then, let's only cut back on marketing. Uh, oh. You just cut off the fuel that is supplying your sales engine. Can you already hear the sputtering noise of a struggling sales team?

"Even worse, marketing and communications are often cut more than other areas. Our work is sometimes perceived as being expendable, rather than recognized as a critical means of generating revenue, raising awareness, etc." - Nancy Schwartz & Company

It's a tough business decision when things are not going according to plan, but to slam the door on your marketing efforts, initiatives and proactive efforts doesn't help. Think back to the dot com days when in 2001, the dot com bust all but killed advertising, trade shows, etc. The smart companies took advantage of this and invested in their marketing. They didn't run and bury their heads in the sand. Vonage is struggling with this very aspect and it seems 'doing anything' to recognize profitability. It will be more than interesting to see how (or if) they recover.

This isn't to suggest you ignore poor business performance and allow the bleeding to continue. Great company leaders understand there are plenty of overhead areas that can be reduced before shutting off their sales fuel. And, making the right adjustments to your sales and marketing efforts during these times will eventually pay off for you. Otherwise, you're going to be expecting the improbable and likely the impossible.

Fuel-up and go get those deals!

Sales versus Marketing - One in the Same?

2007-04-23T16:47:00.000-04:00

As someoneone who has spent many years in numerous marketing roles with small to Fortune-level corporations, I've heard plenty of misconceptions about the terms 'marketing' and 'sales'. Like me, I'm sure you've heard people say they are one in the same. Sometimes the terminology is even interchangeable. For instance, one will say they are looking for an individual who can 'market' their offering when in essence, they are looking for a sales person.

Obviously sales drives the business - how else do we derive revenue? But, a clear distinction between sales and marketing can often help companies understand these roles and make the most of them.

Breaking it down, marketing takes the responsibility of educating potential buyers of your existence in the marketplace. This includes anything that helps create awareness that you are a potential source for a sought after solution. Marketing creates all the tools and support functions to help make sales successful.

Sales builds rapport with prospects by establishing personal relationships, negotiating and finalizing the deal.

Think of of it this way: marketing informs and sales closes.

But, the two work hand-in-hand to persuade prospects that will eventually become customers. The two cannot successfully exist in their own silos. Collaboration is the key.

So, the next time you hear these terms being referenced as one in the same, you'll know that's simply not the case. Properly unified, sales and marketing will drive business growth.

Eye on the Prize, not the Tiger

2007-04-14T13:41:00.000-04:00

When Zack Johnson landed his tee shot on the 16th green in the third round of the Masters, he was thinking possible birdie; par worse case. Three putts later, the golf professional left with a shocking bogey. Johnson could have made a huge issue out of this mental lapse, but instead he forged ahead.

Then, in the final round, Johnson found himself atop the leaderboard. He had to be thinking 'man, I was just a visitor here a few years ago...now look...' Lurking just a few holes behind him was the number one golfer in the world, Tiger Woods, who is known for snatching victory out of the hands of the lesser knowns. Johnson would have none of that as his steely eyes maintained a constant focus on playing his game.

After slipping on the coveted green jacket, reality set in for Johnson - he had just staged off his competition to win one of the golf's most prestigious events.

In business, we often need to have a focus like Zack Johnson demonstrated in his victory at Augusta. If we lose sight of our objective for a moment, we too, may walk away from a certain opportunity with utter disappointment. It can happen fast and sometimes before we recognize it.

Competitors can be vicious and stealth-like. Take Zack Johnson's example and keep your eye on winning the prize. No doubt, that green jacket must have felt great.

Is the Customer Always Right?

2007-04-12T23:53:00.000-04:00

Like many of you, I've been amazed to watch customer service drop to all time low levels over the past 20 years. Back in the day when I was bagging groceries to cover my expenses, we were taught that the customer is always right. Always? Yep. Don't question it. Try that today. In fact, it's nearly the opposite where businesses somehow think they are right - no matter what.

Have businesses forgotten where their revenues come from? Here's a hint: the customer. OK, that was a big hint. But, walk into a retail establishment and it seems half the time one is left feeling they were a bother to the employees of the business. How dare a willing spender of cash think for a second that they are to be dealt with in a respectful, friendly and courteous manner!

And it isn't limited to the consumer market. Nope. Many corporations struggle with delivering meaningful exchanges with clients - that is, paying clients. It is amazing that one has to really dig around and look under a few layers before finding a business that really seems to care about their customers.

Could this be why so many businesses fail? Is the customer, in fact, always right? They may not be, but ignoring or mistreating them will surely cost you. Simply making them feel like they are always right will score points for your business.

Patty Seybold does a masterful job addressing this very issue in her book The Customer Revolution. Visit her blog for discussion points around creating great customer experiences, measure customer value and more.