When the Market is Soft, Buy a Mattress

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

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!

Denny's Marketing Gets Grander

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

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.

Enough is Enough

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.

A Cool Way for Hot Co-Branding

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

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

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!

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).

The Navy Jacket

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

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!