I am training for a marathon (again). I have run several marathons in the past, but each one is a new challenge. This one is the Marine Corps Marathon in Washington, DC, at the end of October.
Why am I writing about it now? Because I am about to begin a 16 week training program that includes progressively longer runs and additional workouts to build my strength and endurance. It starts with a simple, easy 4 mile run and concludes with the 26.2 mile marathon.
Notice that I will not start out by running 20 miles right away. That would be foolish, as I am unprepared at this time to handle such a long run. Instead, I will gradually build up to longer distances and faster paces over 16 weeks.
There is a marketing lesson here. Do you find yourself thinking (or even saying out loud), "We need a huge sale right now." Or, "We'd better sign a big new client this month or else!"
While it is great to have lofty goals and big objectives, you can't knock them down right out of the box. Marketing is like marathon running. You need to take the smaller steps first so that you will be able to tackle the big run at the right time.
Just as my series of shorter runs performed consistently over several months will prepare me for 26.2 miles in October, your marketing effort must consist of interim objectives and smaller successes on the road to "the big one."
Strangely enough, you might find that all the "little wins" add up quickly and can even be more satisfying than completing one big sale or capturing a single large client.
Tuesday, June 23, 2009
Friday, June 12, 2009
Giving Away the Store
For many years I have encouraged my clients to "share your knowledge" as an effective form of marketing. Tell people what you know - demonstrate your expertise - and they will be more likely to remember you when they need your services or products.
That approach to marketing is more prevalent and more effective than ever, thanks in large part to the explosion of more direct channels of distribution. Years ago the "sharing" was done on a limited basis, through articles that we managed to get published, white papers and newsletters. Now my clients share what they know through blogs, on Facebook, with self-published e-books, via e-mail blasts - there are ten times as many options today.
Still, some are still reluctant to "give away the store" by providing too much information for free. They are afraid that, by anticipating and answering questions and offering problem-solving solutions, they will obviate the need for a prospective client to hire them.
Nonsense! Sharing what you know is simply proof of expertise in advance. It allows a potential customer a glimpse into how you think, and what your area (or areas) of expertise might be. Consider this "show and tell" as an audition that could lead to a starring role.
That approach to marketing is more prevalent and more effective than ever, thanks in large part to the explosion of more direct channels of distribution. Years ago the "sharing" was done on a limited basis, through articles that we managed to get published, white papers and newsletters. Now my clients share what they know through blogs, on Facebook, with self-published e-books, via e-mail blasts - there are ten times as many options today.
Still, some are still reluctant to "give away the store" by providing too much information for free. They are afraid that, by anticipating and answering questions and offering problem-solving solutions, they will obviate the need for a prospective client to hire them.
Nonsense! Sharing what you know is simply proof of expertise in advance. It allows a potential customer a glimpse into how you think, and what your area (or areas) of expertise might be. Consider this "show and tell" as an audition that could lead to a starring role.
Tuesday, May 26, 2009
Drug Wars Come to the Supermarket
I was stunned over the weekend to see a television commercial promoting the giveaway of free antibiotics (with a prescription). Was this a government sponsored program for the underprivileged? A community health center reaching out to the uninsured?
Nope. Just Stop & Shop, the region's largest supermarket chain trying to build store traffic by using pharmaceuticals as a loss leader.
Oh what a slippery slope this is going to be. It starts with free antibiotics, a good deed done in hopes of a financial gain. But when all the other supermarkets are tossing out free penicillin, how far will the new "drug war" escalate? How soon will we see giveaways of pain killers, anti-depressant medication and narcotics? (Free Viagra is a given!)
This is a dangerous precedent being set. If supermarkets and pharmacies are allowed to give away drugs (even "mild" ones), there is nothing to stop them from ratcheting up the hype to include other, less savory items. How soon will we see a free quart of Jack Daniels with every $100 grocery purchase?
Yes, the free antibiotics is a great marketing coup. But somebody needs to bring some common sense and decency into the decision making process before our society falls further toward the "bread & circus" mentality that marked the end of the Roman empire.
Come to think of it, "Bread & Circus" was the name of a grocery chain that was absorbed by another, larger competitor. Perhaps if they offered free gladiator bouts in the produce aisle they may have been able to stay afloat.
Nope. Just Stop & Shop, the region's largest supermarket chain trying to build store traffic by using pharmaceuticals as a loss leader.
Oh what a slippery slope this is going to be. It starts with free antibiotics, a good deed done in hopes of a financial gain. But when all the other supermarkets are tossing out free penicillin, how far will the new "drug war" escalate? How soon will we see giveaways of pain killers, anti-depressant medication and narcotics? (Free Viagra is a given!)
This is a dangerous precedent being set. If supermarkets and pharmacies are allowed to give away drugs (even "mild" ones), there is nothing to stop them from ratcheting up the hype to include other, less savory items. How soon will we see a free quart of Jack Daniels with every $100 grocery purchase?
Yes, the free antibiotics is a great marketing coup. But somebody needs to bring some common sense and decency into the decision making process before our society falls further toward the "bread & circus" mentality that marked the end of the Roman empire.
Come to think of it, "Bread & Circus" was the name of a grocery chain that was absorbed by another, larger competitor. Perhaps if they offered free gladiator bouts in the produce aisle they may have been able to stay afloat.
Thursday, May 7, 2009
Buy a Ford
My car is just over a year old, so I am not currently in the market for a new one. But when I am, I will buy a Ford. You should, too.
Why? Because Ford deserves to be recognized and rewarded for rejecting federal bailout money and getting through its financial crisis on its own. For embracing capitalism and rejecting socialism at a time when it would have been much easier to simply take the cash.
Now Ford has announced plans to spend more than half a billion dollars to modernize production facilities in Michigan. Who spends half a billion dollars when sales are down 30 percent? A company that is looking to the future and doing something positive to make sure they get there.
Show your appreciation and admiration for an organization that gets it right. Buy a Ford.
Why? Because Ford deserves to be recognized and rewarded for rejecting federal bailout money and getting through its financial crisis on its own. For embracing capitalism and rejecting socialism at a time when it would have been much easier to simply take the cash.
Now Ford has announced plans to spend more than half a billion dollars to modernize production facilities in Michigan. Who spends half a billion dollars when sales are down 30 percent? A company that is looking to the future and doing something positive to make sure they get there.
Show your appreciation and admiration for an organization that gets it right. Buy a Ford.
Wednesday, May 6, 2009
The 40/40/20 Rule of Advertising
Getting your message out to potential customers consists of three basic steps, each of which contributes toward the success of the effort. Over the years, marketing experts have been able to quantify the importance of each of the steps:
• Medium (40%): This is the channel you use to deliver the message. It may be a mailing list, media buy, e-mail list or choosing the right highway billboards. The choice of the medium (or multiple delivery methods) can count for 40% of the success of the campaign.
• Message (40%): Even if you have a foolproof method of reaching prospects, you must have a compelling message in order to generate a response. The message must resonate with what the customer wants to hear, not what you want to say. Here is where you make your case, whether it is with a special offer, sale price, or simply proof that your product or service is superior. Again, the message is important enough to account for 40% of the effort.
• Format (20%): A great delivery channel and strong message can both be wasted if the recipient ignores the attempt. That is why it is critical that your message be developed in a way that is attractive, compelling and attention-getting. If not, you are wasting your time and money on marketing that nobody will notice.
As you can see, it is the combination of all three elements that creates a cohesive, action-inducing marketing campaign. Make sure you allot sufficient resources to each of these portions of the effort in order to reap the full benefits.
• Medium (40%): This is the channel you use to deliver the message. It may be a mailing list, media buy, e-mail list or choosing the right highway billboards. The choice of the medium (or multiple delivery methods) can count for 40% of the success of the campaign.
• Message (40%): Even if you have a foolproof method of reaching prospects, you must have a compelling message in order to generate a response. The message must resonate with what the customer wants to hear, not what you want to say. Here is where you make your case, whether it is with a special offer, sale price, or simply proof that your product or service is superior. Again, the message is important enough to account for 40% of the effort.
• Format (20%): A great delivery channel and strong message can both be wasted if the recipient ignores the attempt. That is why it is critical that your message be developed in a way that is attractive, compelling and attention-getting. If not, you are wasting your time and money on marketing that nobody will notice.
As you can see, it is the combination of all three elements that creates a cohesive, action-inducing marketing campaign. Make sure you allot sufficient resources to each of these portions of the effort in order to reap the full benefits.
Thursday, April 23, 2009
Tell Your Story
When people ask me what I do I often reply, "I am a storyteller." That is essentially what I do for my clients: tell their story.
You should tell your story, too. No matter what product or service you are selling, no matter what cause you are promoting, you have a story to tell about it. If you don't, then how will people know what to think about you?
Too often marketing people focus on the way they deliver their story. They anguish over how big an ad should be, which radio station to use, whether direct mail makes sense, or how to improve the search engine placement of their web site. But all of this is moot unless you have a compelling message to back it up.
Advertising legend David Ogilvy stressed the necessity of finding the "USP" (unique selling proposition) in every product, for every client. He felt it was the one thing that set a company apart from the competition, made it memorable and desirable.
What is your USP? Do you have a singular feature or service that can't be duplicated by others? Don't tell me you offer "great customer service"! That is only the starting point. You need to be able to strip down your message so that it offers an unmistakable advantage for potential customers. Then build your story around this solid core.
You should tell your story, too. No matter what product or service you are selling, no matter what cause you are promoting, you have a story to tell about it. If you don't, then how will people know what to think about you?
Too often marketing people focus on the way they deliver their story. They anguish over how big an ad should be, which radio station to use, whether direct mail makes sense, or how to improve the search engine placement of their web site. But all of this is moot unless you have a compelling message to back it up.
Advertising legend David Ogilvy stressed the necessity of finding the "USP" (unique selling proposition) in every product, for every client. He felt it was the one thing that set a company apart from the competition, made it memorable and desirable.
What is your USP? Do you have a singular feature or service that can't be duplicated by others? Don't tell me you offer "great customer service"! That is only the starting point. You need to be able to strip down your message so that it offers an unmistakable advantage for potential customers. Then build your story around this solid core.
Thursday, April 2, 2009
Blog, Blog, Blog?
I was born skeptical and have perfected the art of doubt over the years. So I was naturally leery about "blogging" as a marketing tool. At first, I saw a blog as merely a narcissistic, on-line version of a private diary. And why, oh why would the world want to read that?
But I pried my mind open enough to dig deeper into blogging. And discovered that a blog holds great promise as a communications tool. But only if you use it correctly.
First rule: Keep the personal "diary" materials out. If you must share your innermost thoughts with the world, do it in a separate blog. Or self-publish your memoirs.
Second rule: Don't try to sell anything. If you are pushing a product or service, you are advertising, not blogging, and any audience you may attract will quickly disappear.
Big rule: Make sure what you blog about is interesting, helpful, curiosity arousing, insightful and worth reading. Controversial is OK, too. Think about the newspaper columnists you read on a regular basis and try to emulate them. There is almost always something in their regular column that makes you glad you took the time to read it.
Other big rule: Invite response. Feedback on your ideas makes them better. And it shows that somebody, somewhere is reading. The term is "interactivity" and it is the new face of marketing.
Now, go blog.
But I pried my mind open enough to dig deeper into blogging. And discovered that a blog holds great promise as a communications tool. But only if you use it correctly.
First rule: Keep the personal "diary" materials out. If you must share your innermost thoughts with the world, do it in a separate blog. Or self-publish your memoirs.
Second rule: Don't try to sell anything. If you are pushing a product or service, you are advertising, not blogging, and any audience you may attract will quickly disappear.
Big rule: Make sure what you blog about is interesting, helpful, curiosity arousing, insightful and worth reading. Controversial is OK, too. Think about the newspaper columnists you read on a regular basis and try to emulate them. There is almost always something in their regular column that makes you glad you took the time to read it.
Other big rule: Invite response. Feedback on your ideas makes them better. And it shows that somebody, somewhere is reading. The term is "interactivity" and it is the new face of marketing.
Now, go blog.
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