Friday, November 30, 2007
Thursday, November 29, 2007
1. A strategy and a plan: Marketing must be planned, consistent and repetitive to be effective. Many entrepreneurs take a scatter-shot approach, trying one thing then another. Instead, develop a marketing plan and budget that you can execute.
2. Defined target market: Focusing in on a particular market segment — or niche — gives focus and direction to your marketing efforts. For instance, if you’re an accountant, there may be dozens of CPAs in your community. If you decided to target a specific niche market — let’s say dental clinics — you could join the local dental society, advertise in industry journals for dentists, exhibit at dental association trade shows.
3. Clear message: Let your prospects know exactly what you do and why you’re the right choice for them. Develop an elevator pitch or tagline that sums up your business in a short phrase or sentence. For instance, if you’re a real estate agent, it’s hard to distinguish yourself from the thousands of other Realtors. If, instead, you say, “I’m a real estate agent specializing in first-time home buyers,” that immediately identifies why you might be the best choice for a client.
4. Call to action: Let your target audience know what you want them to do. In your marketing materials, give them a specific directive. It can be something as simple as “See our Web site at www.PlanningShop.com” or make them an offer, “Purchase this week and get 20 percent off.”
5. Appropriate marketing vehicles: Think about the right way to reach your target audience. Do they read the morning newspaper? Are they members of the Chamber of Commerce or trade associations? Try to reach your target audience through a number of marketing and advertising vehicles that they interact with regularly.
6. Repeat exposures: People don’t process information the first time they see it. Make sure your marketing campaign — whether it’s networking with a trade association or advertising in the newspaper — is repeated over and over and over again.
Tuesday, November 27, 2007
Thursday, November 22, 2007
Friday, November 16, 2007
Wednesday, November 7, 2007
Sunday, October 7, 2007
Your mission statement is not words on a piece of paper its your brands culture...its how you do business everyday from in-side the walls of your brand. So keep your mission statments short and sweet and keep them internal and concentrate on building your brand and your people.... and your superior customer service will show all on it's own.
Wednesday, September 26, 2007
Wednesday, September 19, 2007
Monday, September 10, 2007
Friday, August 31, 2007
Thanks for your support!
Today's web site comes from "The Most Interesting Man in the World" a new campaign from Dos Equis Cerveza. You must check out the "Get to know me" and "Test your Skills" tabs.
Wednesday, August 29, 2007
Thanks for all the support!
Don't let them leave without a reason to come back. As a business you work so hard and spend lots of money trying to find new customers. And once you get that customer most business think marketing to that customer stops with that effort! Wrong you have to keep that client and continue working that client. Give them a reason to come back. I was having lunch with a very successful CEO of a local tech company last week and I went through an exercise with him. I asked him "do you think this restaurant has any idea who we are?" Will they have any idea who we are when we leave? Will they know if we liked the experience? And will they know if we will come back or if this was our first time in the restaurant? The answer was no to all the above. We walked in had lunch and they have no clue to any of the questions above. Should they..you bet they should! Here are a few examples of how they could achieve gathering all the info they would need about us.
1. Welcome to "xyz restaurant" you have been here before haven't you? No well welcome and let me tell you about us.
2. I want to point out a comment card we have on the table. After your meal if you would take just a minute to fill it out and tell us about your experience and also if you like your name and email address so we can send you email specials a few times a month.
3.Also here are six discount cards for you and five of your friends or family members. We look forward to seeing you again very soon.
Do you know who your clients are?
Friday, August 17, 2007
Wednesday, August 15, 2007
Tuesday, August 14, 2007
Work from inside-out. Do not go outside and market your business/brand until you have the operations/inside the walls marketing operating at a very high level. Do not go out and recruit new clients if you are having trouble taking care of the ones you have.
"If advertisers spent the same amount of money on improving their products as they do on advertising then they wouldn't have to advertise them.
Wednesday, August 8, 2007
Tuesday, August 7, 2007
Ask you clients what they think. Most brands are afraid to ask there clients what they think about there experience or brand. Why, they may not like what they hear. It is very easy to sit in a conference room and talk about strategies, but you live the brand everyday..your clients more than likely don't and they may see your brand in a different light.
There are many different ways to find out what your clients think of you. Phone surveys, direct mail, but the most effective way is Inside-Out Exit Polling. "IOEP" is one of the most effective ways to find information on your brand. The cost is minimal and the information you find out is invaluable. When I was working in senior management for a franchisee system we had no real idea what our clients felt about us..sure the numbers where good and client retention was good but what did the average Joe think about our brand. Well, we found out some very interesting things by doing the exit polling. They liked the brand and the overall experience, but there was a high number of complaints and things clients wanted added or dropped. Without taking the time to ask... you will never know what your brand looks like from inside-out.
"If you don't ask... they will not tell you."
Monday, July 30, 2007
People pay attention when they feel worse than they expected, reports a recent University of Georgia study. The research, which was published in the March issue of the Journal of Consumer Research, found that while people are keenly aware when an experience under-delivers, they are less likely to notice when a product is better than expected. According to analysis of the research, too much hype can hurt a company if consumers' expectations aren't met.
The study's authors contend that satisfaction, repeat-purchases, and positive word of mouth are more impactful than brand hype, which can prove detrimental. The authors also assert that companies can help themselves by encouraging consumers to pay attention when they do feel better than expected -- something consumers are not naturally inclined to do, but can be prompted into doing.
source WOMMA Editor on May 4, 2007
Friday, July 20, 2007
And look what the staffing company Manpower is doing with Second Life.
Manpower Inc. Launches Island in Second Life With Live Panel Discussion on the Evolving World of Virtual Work
Manpower Inc. (NYSE: MAN) announced today the launch of the Manpower Island in Second Life (http://www.secondlife.com), the online virtual community where residents, known as avatars, live and work in a variety of 3D environments. Manpower Island is a place where job seekers, employers and entrepreneurs can come together in an interactive forum to learn about and explore the World of Virtual Work, share ideas and identify new opportunities in traditional and non-traditional meeting spaces ranging from an amphitheater to a relaxing spot on the virtual beach. Built as a learning community, Manpower Island features a variety of virtual work resources, including an orientation trail to teach "newbies" how to move around, interact and teleport around Second Life; and a series of work-related stations offering advice on creating a virtual resume, preparing for both Real Life and Second Life job interviews, obtaining appropriate attire and finding a job in the virtual world.
Manpower's presence in Second Life will be launched with a live virtual event where an expert panel of Second Life avatars will discuss the range of employment issues arising in the World of Virtual Work, from recruiting and job-seeking to virtual collaboration and cultural rules of engagement in virtual worlds such as Second Life. Hosted by Manpower chairman and CEO Jeffrey A. Joerres and moderated by CNET's Daniel Terdiman. "Manpower's mission is to help people, companies and governments understand what's coming next in the changing world of work. The virtualization of the labor market is a key issue for all of these groups and our presence in Second Life will enable us to further define the next stages of virtual work, which are emerging in 3D worlds," said Johns.Virtual working is defined as work done outside of the traditional physical office or work space, where individual workers or teams are based physically away from each other, either at home, in different departments or countries, or in a virtual environment like Second Life. Telecommuting and outsourcing are currently two of the most common forms of virtual work."The virtual labor market is similar to emerging labor markets in many countries of the world, facing many of the same infrastructure challenges as it develops and matures," said Joerres. "Manpower's decades of experience in helping employers and employees navigate the ever-changing world of work means we are ideally placed to help them make the transition beyond current definitions of virtual work to take full advantage of Web 2.0 opportunities."Manpower has developed a short informational video about the World of Virtual Work, which is available at http://www.manpower.com/SecondLife. The video examines how, in an environment of global competition, virtual work has become a powerful way to connect skills and demand, regardless of the distance between them. Today's challenging labor market demands these contemporary forms of working, which will define the workplace of the future.More than five million individuals now have a presence in Second Life alongside the more than 7,000 businesses operating in this virtual world, which include some of the largest organizations in the world as well as thousands of small businesses that exist only in the virtual world. Manpower has helped individuals and organizations large and small understand and benefit from practices such as telecommuting and outsourcing, and will bring the lessons learned from these experiences to bear in the virtual world in this next phase of virtual work.
Wow with all this who needs a "First Life"??
Wednesday, July 18, 2007
Tuesday, July 17, 2007
Monday, July 16, 2007
But what a powerful experience a child can have on your brand. In this day in age when you cannot mass market toward children, I believe that WOM and Social Marketing will save many brands. Also for a place like Sea World...never underestimate the power of the experience, take care of the people who come and experience your brand. Retain those customers and send out thousands of little "Brand Evangelist" into the world to spread the good news......AMEN!
Friday, July 13, 2007
Thursday, July 12, 2007
Tuesday, July 10, 2007
Friday, July 6, 2007
Wednesday, July 4, 2007
Monday, July 2, 2007
One of the company’s most effective marketing avenues has been direct mail. According to Swasey, Netflix has employed direct-mail marketing since early 2000 — relying primarily on two pieces of mail: a bright red 5×7 or 6×9 postcard shaped like a movie ticket, and an envelope with a three-to four-page letter from the marketing department, explaining the service and showcasing Netflix’s inventory of DVDs. Swasey describes the items as “standout, attention-grabbing, and response-initiating.”
Saturday, June 30, 2007
Monday, June 25, 2007
Sunday, June 24, 2007
Thursday, June 21, 2007
One of the first things that caught my eye when I walk into a location was this really large "fish bowl" on the front counter. You know "please put your business card in for a free...." My first thought was that it really needed to be replaced with a custom box, but more important to me was what was happening to the cards once the winner was picked? The answer I received from the manager was I have most of them on my desk, but not to long ago I through most of them out. So back at the corp office I started asking questions about do you know who your customers are..I mean do you have there Names,Addresses and Day/Night phone numbers. The answer was not really. So that's were we need to start.
First lets take all the business cards (and standard forms they will have going forward) and send them a hand written letter thanking them for coming in and inviting them back with a special offer. This will increase the number of times they visit the location and encourage them to bring a friend, maybe the offer is buy one get one free? Also this begins to build your data base of peoples names,addresses and Day/Night phone numbers.
My aggressive plan for them is to know every single persons name/address, day/night phone numbers that have come into there locations. Aggressive yes..but so important to the success and expansion of the brand. How are they going to do this..come back to find out.
Tuesday, June 19, 2007
Monday, June 18, 2007
Wednesday, June 13, 2007
A good friend of mine who is a Creative Marketing Director brought this question to me last week. After thinking about it and talking to him we decided to bring the question to my blog.
This brand has outgrown there original business plan and need a new plan without its roots and what got them to where they are today. Sounds easy...but when you get to thinking about it...maybe not so easy.
Is it worth writing a new one? Or forging ahead with the old one?
Friday, June 8, 2007
Wednesday, June 6, 2007
Tuesday, June 5, 2007
After lunch I was thinking that I was not surprised that this mega brand had "customer no service" issues, although it does amaze me that that a brand can get so big it forgets how to treat the client..the client built the brand because they came back and came back again....but how many clients have not come back? How much money does a Mega Brand spend in trying to get new clients; only to get them and then lose them because of poor execution inside the business. Mega brands need to remember when they were small and return to there roots..when customer service built there Mega Brand!
Friday, June 1, 2007
Just a PSA to all my friends in Austin Texas...support the Paramount Theatre. They have the best Classic Summer Movie Series. Please check out the schedule here http://www.austintheatre.org/site/PageServer?pagename=film#admission I had the opportunity to check out STAR TREK II: THE WRATH OF KHAN a few weeks back and my wife and I had a great time watching it on the Big Screen!
So get out of the heat and head to the Paramount Theatre this summer and have fun watching some classic movies again on the big screen.
Thursday, May 31, 2007
Wednesday, May 30, 2007
Perception... great experience = high quality.
Thursday, May 24, 2007
Wednesday, May 23, 2007
Tuesday, May 22, 2007
Joining your local Chamber of Commerce could be one of the easiest ways to help build your brand. For big companies and small the opportunity to come together with other companies in your local area is an outstanding way to increase sales, help to increase your employee pool, lets you share best practices and allow you to network.
Some other key tips on maximizing your chamber experience:
-Be consistent with your attendance
-Join as many committees as you can handle, but do not over extend yourself and not fulfill your commitments
-Ask to speak at chamber events. Will help you network but also helps you brush up on your public speaking skills
-Talk to as many people as you can, even if you don't think they maybe your target audience..they may know someone who is.
-Be on time
-Offer to host an open house..networking series...wine tasting at your business. Get people in your place of business to experience what you have to offer.
-Have information/printed materials to share with other members about your business
A chamber as like any networking group is only as good as you make it. Do not be afraid to talk to people...your brand needs to touch as many people as possible. Use the chamber as a tool to touch those people and gain valuable Brand Evangelist!
Monday, May 21, 2007
Friday, May 18, 2007
I could not believe my eyes, Please as a consumer and a Marketing Consultant... companies of all sizes please instruct your employees to go outside to the back of the store, out of sight of any customers or potential customers. this should be in all operations manuals and each employee should know the designated area and its not in front of the store. Better yet offer them a quiting program that will improve there health along with there productivity.
Could you imagine if I just went through a Inside Out Brand Marketing strategy session with the corporate people at the QSR and we then went on a store tour and that's what we saw? But that kind of situation would have backed up everything I just talked to them about. Take care of the Inside/Outside of your business before you bring more customers to it as every little thing matters in the eye of a consumer.
Wednesday, May 16, 2007
Tuesday, May 15, 2007
Monday, May 14, 2007
Thank you to everyone who responded to my call to work on DD marketing plan for the upcoming Austin expansion. Below is what we came up with.
-Local event sponsorships,community activities, word of mouth
-Quality of coffee and just a plan cup of coffee must be excellent.
Friday, May 11, 2007
Wednesday, May 9, 2007
Out-any other 3 sequel
IN-Heroes and House (TV Shows)
IN-NY style Pizza
IN-Free ATM fees
Out-Paying a fee to get your money
IN-My amazing Wife
IN-A lawn-mower that last more than 1 summer
Out-The 3 lawn-mowers that lasted less the one summer each
IN- San Diego Chargers new Uniforms
Out- The old colors
IN- AUSTIN TX
Out-Any other city not called Austin
Tuesday, May 8, 2007
Monday, May 7, 2007
-How much mass advertising should they do? TV..radio..outdoor.
-What roll will social marketing play in there mix?
-What should the creative look like? Remember this is Austin not Boston
-Should we be talking more about there coffee than there donuts?
-What is the Message? Quality..Customer Service...Fast?? Do they have a message already?
Lets get started..
Wednesday, May 2, 2007
Question: Where are the customers going to come from? Will they take customers from Starbucks? KrispyKream? Or are there thousands of customers out there waiting for Dunkin Donuts to open? Is the brand relevant in Austin?
Monday, April 30, 2007
Very nicely done Sea World..I will be back; and I will begin to spread the the good word. www.seaworld.com
Friday, April 27, 2007
My response is you are just the right size..but you wont be if you don't get one. A marketing plan needs to be an actionable document not one written on a piece of paper and never followed through on. Having a marketing plan does not have to include spending a $100,000 on media and other mass media deals. Marketing from in-side-out will show you how to maximize your dollars and gain and retain clients.
The reason why so many brands are using social marketing is because it works..facebook, utube, MySpace and other blogs are taking over they way marketers think. Gone are the days of throwing money at ad/print campaigns. But you still need to have a marketing plan..this one may need to be called your "social marketing plan" and please do not fear change..times are changing and if you let it go by your brand will be left behind. If you do fear it...let me know and I will guide your brand through the change.
"Your success in life isn't based on your ability to simply change. It is based on your ability to change faster than your competition, customers and business."
— Mark Sanborn
Monday, April 23, 2007
Your people are your brand and if you are in the service industry and 99% of us are...your people are the face of your brand and are the most important asset a brand has.
Here are some questions you need to ask your people...
-What do you think about our brand/products/service
-Make sure your people understand you are asking them as partners and that they should always feel they can speak there mind.
-What are the clients saying about our brand/product/service
-How many new people a day are coming in
-Have there been any unhappy clients..please go into detail on how problem was solved
As with any question/suggestion you need to make sure you have follow-up and a action plan. You have to show your people there in-put counts. Ask them to come up with a solution or a new program. And give them incentive to do so (money talks) Give them power and they will go the extra mile..show them there ideas are important and they will go the extra two miles..and show them you care they will go for miles and miles.
Taking care of your people...just another way the Inside-Out Marketing program will work for you and your brand.
Wednesday, April 18, 2007
Working as a senior brand manager for AstroTurf we had it easy as the AstroTurf brand name ranked in the top ten most recognizable brands in the world. But was it relevant to everyone..as we found out the answer is no and did we try to make it relevant to everyone..no!
Is your brand relevant to everyone or maybe the better question is does it need to be?
Friday, April 13, 2007
I wanted to share this story from the Washington Post written by Gene Weingarten
Its a fascinating account of how people only let in what they want to. This can come back full circle to building your brand. No matter how much money you spend on mass media telling consumers how great your product or service is...if people do not want it they will tune you out and you have wasted lots of money..ask Coke about "New Coke"
Interesting reading...please let me know what you think?
Wednesday, April 11, 2007
Let me know what you think...word of mouth marketing is a medium that is growing and will continue to grow and I and other Inside-Out Marketers will grow with it....will you and your brand?
Monday, April 9, 2007
Training your staff to do Hands on the Street Marketing is a skill and one that takes patients and experience...but when they have it down and believe in the system your brand will grow and grow.
Monday, April 2, 2007
For your brand everyday should be opening day, you have a chance to become a Coke, Dell or Starbucks. But what is it going to take to win the brand pennant? Time, patients, hard work...sure all are part of it but that alone will not insure your brand success. Your people are the most important part of your brand...you will not build it alone..Get them and Train them and Retain them.
1. Get: Recruiting is the hardest part of the 3 steps. Sure you can go it the easy way and bring someone in and attempt to train them to think like you, act like you and be you....but all people are different and trust me you do not want all your people thinking like you. No matter what stage your brand is in you have to pin point what kind of people you are looking for in certain positions.
2. Train: Most companies will say they have a great training program, but in reality a very thick training manual is not training. Hands on and on-going training is the only way to create your brand culture. And a culture is something that is from inside and not stated on a mission statement.
3. Retain: Do what ever it takes to make your people happy and successful. Reward the people inside your organization(just like you reward clients you already have) your people are your brand at heart and never let the go away mad...reward them and treat them like family.
GTR =Get...Train... Retain
Friday, March 30, 2007
I also have clients who want to offer speacial packages through mass media targeting new clients and not rewarding there existing client base...bad move; sure you are always needing to add additional clients to the pipeline but you always need to make the ones you have feel special for being so. Thats were In -side-Out Marketing starts...maybe it's a bounce back card with a discount, maybe its a % off next time you vist or a free appitizer, but to let a client walk out on the belief they will return because of the experience is brand killing at its best.
In the next couple of weeks I will be talking about "In-side-out Marketing" as it pertains to training staff and clients and brand building using "Hands on the Street" and other topics. If you have any questions or opinions please feel free to post.
Wednesday, March 28, 2007
The same principals apply to a retail business, close your eyes next time you are in a Mc Donalds or any other retail establishment and just listen to the buzz and employees..can you tell what brand you are about to eat or drink?
What are the walls telling you?
Tuesday, March 27, 2007
In my blog I will talk about "the walls" also "hands on the street marketing" and WOMM...(word of mouth marketing). After spending years banging my head against the traditional advertising and marketing world...I came over to this way of thinking after working in a franchise system, with one of the most recognizable brands in the world and finally in the sports business. And it always comes back to one thing..if these four walls could talk...
Off we go.....