Today I would like to introduce you to our new hybrid agency called Stratejis Business and Marketing Transformations and our new offices at the Synergy Centre at 290 Picton Ave., Suite 101, in Ottawa.
The rational for opening the centre was to provide a safe and creative environment where a variety of creative individuals could have their own businesses but work and network together in a cooperative environment that would allow each to share their services with the other, pay each other a referral fee and have the use of all the services without the overhead of a traditional advertising or marketing agency. So we have Robin Sauve from Bamboo Branding and Adrian Abbott from Action Man Media as part of our group my company Corporate Coachworkz/Stratejis and have a variety of other companies with whom we do business and share our expertise.
My new incarnation, Stratejis Transformation Strategies is a division of The Corporate Coachworkz and focuses in on working with companies, individuals or organizations on developing 2020 Transformation strategies and plan. It allows a company to go through a 5 step process using our Level 4(TM) marketing methodology to help them transform their business or organization.
The process is actually quite simple, where where you, where are you now and where do want to be. It sounds simple enough however there are a variety of steps that a company will need to go through if it really wants to transform its business or the way it markets its products to customers. See www.stratejis@bogspot.com for more information on the 5-Step Process and tips provided by Kamal Hassan is the Founder, President and CEO (Chief Excitement Officer) of Innovation 360.
The key point about a transformation strategy is that companies " will" be required to change their marketing approaches and change how they do business because of the Internet and the integration of mobile devices into the marketing mix. They will also need to change process, structure, product selection and customer service and customer integration as well as all aspects of their sales and marketing for 2020, because 2020 is going to be a " whole new ball game".
For example the other day we had a rather long meeting at the centre which went into the traditional lunch hour. One of the attendees asked if we could get some sandwiches and keep going. Someone ( I suspect because of all their traditional advertising ) suggested Subway. I looked the others and asked if anyone know where is there a Subway close to the office. Adrian pulled out his cell phone and within seconds said, "there is one 3 blocks from here, lets go I will give you the directions on the way."
This simple step demonstrates that we are going to need both the marketing integration of outside and inside an organization, including outbound ( traditional advertising) and inbound ( Internet, new and social media) to support a product. Product awareness is still going to be required and the building of a brand is still going to be required, however the mobile generation is going to require easy access points of entry and guidance about how to purchase products as well as a process for purchase.
People are still going to want to buy, we just need to give the customer the tools and the approaches to continue to carry out the purchase. This is going to be a huge transformation for a lot of traditional companies especially those who have put a lot of focus in on bricks and mortar and expect customers to come through the door.
For example, many retailers are still using flyer's as source of new customers. Many are finally getting smart, collecting email addresses, developing loyalty and information programs and marketing directly to them with emails, but that's it.
There is limited customer engagement with transient customers looking for a place to spend their money. For a real marketing transformation in retail its going to take some hard work and its going to take a lot of looking at the current way you carry out your business, not just the marketing of your business but your business as a whole.
For example, we still have those businesses that treat a customer as if they are a nuisance. Especially in Canada where customer service is appalling in both restaurants and in big retail stores. Its no wonder that Sears, Zellers and The Bay are all struggling to get new customers. The mobile customer could care less, he/she can get anything they want wherever they want.
As business owners, it should become the first question you ask yourself when you get out of bed in the morning. Where will our company be in 2020? If you can't answer that question, then you will need to start today looking at where you want to be and developing a plan to get there.
Just like those companies that did not think web sites or telephones would catch on, the new customer is totally mobile and its going to take some time to figure out what you need to do an you better get started.
Kensel Tracy is Marketing Coach, Senior Partner in the Corporate Coachworkz and a trusted adviser with Stratejis Business and Marketing Transformations. He can be reached at kenselt@sympatico.ca
.
Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts
Friday, August 10, 2012
Saturday, June 2, 2012
Up Cash Creek Without a Paddle.
Even when business is good there’s
still a change of running out of cash flow. You have to always be prepared for
a slow in sales or a surge in expenses. One of the keys to balancing your cash
flow is to get your clients to pay on time. This can seem like a nightmare, but
is absolutely essential to a successful business.
Here are some tips to speed up the
payment process:
· Always send invoices on time and adjust
your records for potential audits.
· Learn how the client processes payments on
their side and find out precisely where to send invoices.
· Find out who’s in charge of processing
orders and payment, so you know who to contact if needed.
· Have a follow-up procedure in place, just
in case.
· As a last resort, call your contact to ask
questions.
· Always make sure your invoices are correct
before sending them out.
You also need to make sure your cash flow is
protected. You can do this by:
· Always know which accounts need paid and
when.
· Negotiate with your suppliers for the lowest
cost possible.
· Have a bank contingency plan in place.
· Build your own inventor network.
These are all great ways to protect
the cash flow of your business and prepare for fish transitions and slow sales.
These last few lessons are all about finding and catching your big fish
clients. These clients are essential to your success and your need to take the
time to work through each of these steps carefully and correctly for the best
success. If you need more help in these areas, just contact me and we will help you with business and the transformation of your business.
Thursday, October 13, 2011
How Did Starbucks Build A Multimillion Dollar Empire Using A Basic Commodity?
You can buy a cup of coffee at 7-11, Quik-Trip, Dunkin Donuts and even McDonalds. and buy it for $3.50 less than you can at Starbucks. So WHY are so many people Starbuck junkies?
Why is every airline bankrupt or nearing bankruptcy, and yet Southwest has made a profit every quarter but one since it started flying its planes in 1971? How did Apple come back from the dead and resurrect itself so it now sits at the top of the communications world?
What you need to know.
Starbuck's didn't just happen to get "lucky." This was a very carefully planned and crafted assault that was years in the making. In most cases, when you sell a basic commodity such as coffee, you're forcing yourself into a market that competes on nothing but price.
Well, that's what everyone else was indeed doing. 7-11, Quik-Trip, Dunkin Donuts and McDonalds were locked in battle to see who could offer the cheapest cup of coffee. In fact, most of them were providing it at cost as a way to entice customers to come in more frequently. They figured they could make up the lost profit with additional sales.
Starbucks looked at this and said "these guys are all fighting over who can offer a 50 cent cup of coffee. I wonder how we can get these same people to buy our coffee. and pay us $4 a cup in the process?"
Why you need to know this.
Obviously, they were successful. So how did they do it? In a word. "INNOVATION!"
If you want your business to grow and flourish, then you must stop competing on price. You have to find out specifically what your customers "want" from your business, and then innovate your business to not only give them what they want, but do so in a way that can only be described as "extraordinary."
Customers don't go to Starbucks to pay $4 for a cup of coffee. They pay $4 for the "experience" they enjoy at Starbucks. Starbucks innovated their stores to give their customers what they "wanted." Customers don't want to buy their coffee from a clerk. They want to buy it from a "barista." They don't want to buy coffee from a convenience store or a fast food restaurant. They want to buy their coffee from a specialty coffee establishment where the barista knows them by name and knows what they want to drink without them having to ask for it. In short. they want an "experience," and they're willing to pay $4 a cup to get it.
The cost to you if you fail to act.
* Do you know exactly how to find that "sweet spot" that your competition knows nothing about?
* Do you know how to use that "sweet spot" to instantly attract new clients whenever you want?
* Would you like to finally understand how to separate your business from all of your competition?
* Would you be interested in positioning your business for market dominance?
You can learn to do this for your business. IF you can discover specifically what your customers want. and create an experience that compliments what they want.
For more information, check out my new Marketing University, get as much information as you want and take a test drive on our system.To take a Test Drive on our system visit http://marketingandsalesuniversity.com/guidedtour
Kensel Tracy is the Marketing Coach and owner of Marketing and Sales University, a resource for small and medium sized businesses that want more information on marketing.
Why is every airline bankrupt or nearing bankruptcy, and yet Southwest has made a profit every quarter but one since it started flying its planes in 1971? How did Apple come back from the dead and resurrect itself so it now sits at the top of the communications world?
What you need to know.
Starbuck's didn't just happen to get "lucky." This was a very carefully planned and crafted assault that was years in the making. In most cases, when you sell a basic commodity such as coffee, you're forcing yourself into a market that competes on nothing but price.
Well, that's what everyone else was indeed doing. 7-11, Quik-Trip, Dunkin Donuts and McDonalds were locked in battle to see who could offer the cheapest cup of coffee. In fact, most of them were providing it at cost as a way to entice customers to come in more frequently. They figured they could make up the lost profit with additional sales.
Starbucks looked at this and said "these guys are all fighting over who can offer a 50 cent cup of coffee. I wonder how we can get these same people to buy our coffee. and pay us $4 a cup in the process?"
Why you need to know this.
Obviously, they were successful. So how did they do it? In a word. "INNOVATION!"
If you want your business to grow and flourish, then you must stop competing on price. You have to find out specifically what your customers "want" from your business, and then innovate your business to not only give them what they want, but do so in a way that can only be described as "extraordinary."
Customers don't go to Starbucks to pay $4 for a cup of coffee. They pay $4 for the "experience" they enjoy at Starbucks. Starbucks innovated their stores to give their customers what they "wanted." Customers don't want to buy their coffee from a clerk. They want to buy it from a "barista." They don't want to buy coffee from a convenience store or a fast food restaurant. They want to buy their coffee from a specialty coffee establishment where the barista knows them by name and knows what they want to drink without them having to ask for it. In short. they want an "experience," and they're willing to pay $4 a cup to get it.
The cost to you if you fail to act.
* Do you know exactly how to find that "sweet spot" that your competition knows nothing about?
* Do you know how to use that "sweet spot" to instantly attract new clients whenever you want?
* Would you like to finally understand how to separate your business from all of your competition?
* Would you be interested in positioning your business for market dominance?
You can learn to do this for your business. IF you can discover specifically what your customers want. and create an experience that compliments what they want.
For more information, check out my new Marketing University, get as much information as you want and take a test drive on our system.To take a Test Drive on our system visit http://marketingandsalesuniversity.com/guidedtour
Kensel Tracy is the Marketing Coach and owner of Marketing and Sales University, a resource for small and medium sized businesses that want more information on marketing.
Monday, August 22, 2011
Canada is A Great Place to Open and Own a Business
This week’s article I thought I would talk about Canada and why it’s a great place to invest or to open up a business. With all the blood on the tracks in the great U.S. of A I thought I would brag a little about your neighbour to the north and discuss why Canada is doing well in spite of issues facing other countries throughout the world.
Here are the top 8 reasons why it makes sense to invest in Canada.
1. First of all Canada has a people advantage. Canada is a nation of intelligent, educated workers, ranking #2 in the OECD in higher education achievement.
2. The next is the business environment advantage: The Economic Intelligence Unit has rated Canada the #1 place to do business in the G7 for the next five years.
3. The economic advantage puts Canada as better placed than many countries to weather the global financial turbulence and worldwide recession
4. This one could be debatable since there are some better tax advantages in other countries. Canada however offers businesses low tax rates, boasting the lowest payroll taxes among the G7 countries.
5. The NAFTA Advantage advantage gives investors access to more than 450 million consumers and a combined GDP of US$ 17.1 trillion (PPP basis).
6. If you are considering doing business in Asia the Asia-Pacific Gateway and Corridor Initiative (APGCI): takes advantage of Canada’s strategic location as the crossroads between the North American marketplace and the booming economies of Asia.
7. The transportation advantage gives Canada a sophisticated infrastructure and a highly developed transportation network.
8. Last of all the main reason we are all here in the first place is the life style advantage which gives Canada world-class universities, a universally acclaimed health care system, clean, friendly cities and spectacular scenery make Canada a great place to invest, work, live and raise a family.
There you have it, a simple and effective reason to invest in Canada. If you are thinking of opening a business, looking for good investment or want to move to stable democracy Canada for my money is the place to start hands down. Hope this helps you think about great places to live and invest.
Kensel Tracy is The Marketing Coach with the Corporate Coachworkz Inc. a business coaching company located in Chelsea Quebec, and Ottawa Ontario. He is also the President of Business Over Breakfast Clubs opening up in every city throughout North America.
Friday, September 3, 2010
Canada Is Rebounding While the U.S. Falters
It’s the dog days of summer and I was reviewing the difference in attitudes in between Canada and the U.S. in business. The Canadian market is holding its own. I recently tried to do a joint-venture partnership with a company in the U.S.
I was surprised that the people I was trying to work with were negative and down on the economy in the U.S. and I was also surprised how fragile they were in taking risks. As a business person who has consistently worked throughout North America for the past 30 years I was surprised that Americans were sounding like Canadians in the 70’s and Canadians were sounding like Americans in the 80’s. Canada is on the rebound and there are a number of reasons.
Canada's economy has consistently outperformed that of the United States since the beginning of the financial crisis. And while it's showing signs of slowing down, Canada's pending decline will be far shallower than that of the United States, and its rebound more dynamic.
Canada's gross domestic product (GDP) expanded by 6.1% in the first quarter of the year - the highest rate of growth among developed nations - and the country is expected to lead Group Seven (G7) nations in economic growth for at least the next two years; why ? Well there are many reasons.
Canada’s banking system is sound, banks stayed out of the mortgage business and while granting credit made it flexible for Canadians to get into the mortgage business but did not get that involved in the sub-prime game. Canadians look at the word market and not just at their own market. This has allowed them to make huge gains in Far East, North and South America and Europe. The country has bountiful resources including: lumber, oil, raw materials, water and land, much of it undeveloped.
Canada’s economy is moving into a service-based economy more that it’s been in the past. Health Care, education, knowledge and a highly educated work force also have an impact. Compared to the U.S. corporate interests have less influence over government policy and we have far less government debt.
The Canadian economy grew at a 2.0% annualized pace in the second quarter of 2010, shy of the 2.5% gain expected by forecasters. The increase was slower than in the previous two quarters in large part due to a 3.0 percentage point (ppt) net export drag. Inventory rebuilding and increasing domestic demand offset the weight from trade. The first-quarter growth rate was revised to show a 5.8% annualized gain from 6.1% previously.
Both consumer spending and business fixed investment rose in the second quarter although consumption slowed to a 2.6% annualized pace from the strong 4.3% rise recorded in the first quarter. Investment spending posted a healthy 9.1% annualized gain with spending on machinery and equipment rising by a solid 29.7% annualized pace. Residential investment slowed in the quarter, rising 1.2% although this followed two quarters of very strong increases. Spending on non-residential structures eked out a mild 1.0% increase, contrary to expectations for another decline.
Gains in these areas contributed to decent growth in the final domestic demand of 3.5% building on three quarters of very strong gains. The contribution from inventories was smaller than expected in the second quarter, adding 1.8 ppt and matching the first-quarter's revised contribution. The rise in domestic demand in recent quarters suggests that this inventory rebuilding in large part was desired.
The strength in domestic spending also contributed to imports rising at a rapid 16.4%annualized pace. Export growth was milder at 6.0% resulting in net exports subtracting 3.0 ppt in the quarter. Our expectation was that this component would cut 3.8 ppt off the quarterly growth rate.
While the overall growth rate disappointed forecasters, this report confirms that domestic conditions in the economy remained strong.
Let’s hope our friends to the south will start spending money, investing in real assets and remember that they are still one of strongest countries and economies in the world.
You just need to get Americans to start thinking like Canadians – for years we had to do it the hard way and with 1/10th of the population of the U.S. it should be easier for the U.S. to rebound. As good neighbours I hope things will improve for our southern cousins soon. We are beside you in Afghanistan, terrorism and we will be behind you as well in helping your economy rebound.
Kensel Tracy is a business coach and Senior Partner with the Corporate Coachworkz in Chelsea, Quebec Canada.
I was surprised that the people I was trying to work with were negative and down on the economy in the U.S. and I was also surprised how fragile they were in taking risks. As a business person who has consistently worked throughout North America for the past 30 years I was surprised that Americans were sounding like Canadians in the 70’s and Canadians were sounding like Americans in the 80’s. Canada is on the rebound and there are a number of reasons.
Canada's economy has consistently outperformed that of the United States since the beginning of the financial crisis. And while it's showing signs of slowing down, Canada's pending decline will be far shallower than that of the United States, and its rebound more dynamic.
Canada's gross domestic product (GDP) expanded by 6.1% in the first quarter of the year - the highest rate of growth among developed nations - and the country is expected to lead Group Seven (G7) nations in economic growth for at least the next two years; why ? Well there are many reasons.
Canada’s banking system is sound, banks stayed out of the mortgage business and while granting credit made it flexible for Canadians to get into the mortgage business but did not get that involved in the sub-prime game. Canadians look at the word market and not just at their own market. This has allowed them to make huge gains in Far East, North and South America and Europe. The country has bountiful resources including: lumber, oil, raw materials, water and land, much of it undeveloped.
Canada’s economy is moving into a service-based economy more that it’s been in the past. Health Care, education, knowledge and a highly educated work force also have an impact. Compared to the U.S. corporate interests have less influence over government policy and we have far less government debt.
The Canadian economy grew at a 2.0% annualized pace in the second quarter of 2010, shy of the 2.5% gain expected by forecasters. The increase was slower than in the previous two quarters in large part due to a 3.0 percentage point (ppt) net export drag. Inventory rebuilding and increasing domestic demand offset the weight from trade. The first-quarter growth rate was revised to show a 5.8% annualized gain from 6.1% previously.
Both consumer spending and business fixed investment rose in the second quarter although consumption slowed to a 2.6% annualized pace from the strong 4.3% rise recorded in the first quarter. Investment spending posted a healthy 9.1% annualized gain with spending on machinery and equipment rising by a solid 29.7% annualized pace. Residential investment slowed in the quarter, rising 1.2% although this followed two quarters of very strong increases. Spending on non-residential structures eked out a mild 1.0% increase, contrary to expectations for another decline.
Gains in these areas contributed to decent growth in the final domestic demand of 3.5% building on three quarters of very strong gains. The contribution from inventories was smaller than expected in the second quarter, adding 1.8 ppt and matching the first-quarter's revised contribution. The rise in domestic demand in recent quarters suggests that this inventory rebuilding in large part was desired.
The strength in domestic spending also contributed to imports rising at a rapid 16.4%annualized pace. Export growth was milder at 6.0% resulting in net exports subtracting 3.0 ppt in the quarter. Our expectation was that this component would cut 3.8 ppt off the quarterly growth rate.
While the overall growth rate disappointed forecasters, this report confirms that domestic conditions in the economy remained strong.
Let’s hope our friends to the south will start spending money, investing in real assets and remember that they are still one of strongest countries and economies in the world.
You just need to get Americans to start thinking like Canadians – for years we had to do it the hard way and with 1/10th of the population of the U.S. it should be easier for the U.S. to rebound. As good neighbours I hope things will improve for our southern cousins soon. We are beside you in Afghanistan, terrorism and we will be behind you as well in helping your economy rebound.
Kensel Tracy is a business coach and Senior Partner with the Corporate Coachworkz in Chelsea, Quebec Canada.
Tuesday, November 17, 2009
Welcome to a World of Extremely Wired Woman
It’s a crazy tough world out there and women networkers in the technology field in Canada now have a new group to network with. Called Wired Women, the organization is a new networking group that focuses in on helping women in the technology field grow their business, their networks or their careers and it has now has branches open now in Toronto and Vancouver.
Network, educate and mentor are three words that have guided the volunteer networking group Wired Woman since its inception and symbolize and remain the pillars of the organization.
Wired Woman’s mission is to create an environment that encourages women to explore opportunities in technology, science and new media and to build successful careers that will allow them to become a driving force in these expanding sectors.
If you are finding it a challenge to meet people in the technology, science and new media sector then Wired Women helps you network. The group’s intention is to attract as many talented, interesting women in technology as possible, to grow our community and to provide forums for everyone to interact without the barrier of an annual fee.
At regular events, seminars and social functions Wired Women provides members and volunteers with real opportunities to gain exposure to an industry that otherwise can seem intimidating and confusing. It helps women to grow their network, meet interesting people and make lifelong connections.
Wired Woman also runs regular workshops, seminars and events to educate and empower women in the technology sector. We also provide training, support and resources to help our members learn more about the many opportunities available. Volunteering for Wired Woman also provides an opportunity for members to gain hands on experience, add to their resumes and to learn more about their industry.
The mentoring comes in when you need help crafting your career path or for someone to talk to who is in the industry? Wired Woman members are invited to apply to join a 6-month mentorship program. Aimed at women entering or re-entering the work-force, it is designed to help women who need career guidance.
Mentors meet with mentees at least one hour, monthly, for the duration of the mentoring relationship. This career mentorship experience is enhanced with networking events and education workshops.
You can follow Wired Women on Twitter, and join the Wired Woman groups on Facebook (Wired Woman Society) and LinkedIn (Wired Woman).For more information on Wired Women check out their website at www.wiredwomen.com
-------------------------------------------------------------------------------------
Kensel Tracy is the Marketing Coach with the Corporate Coachworkz Inc. in Chelsea Quebec and is President of Business Over Breakfast Clubs (BoB Clubs) of North America. If you have an interesting story contact him at Kenselt@sympatico.ca
Network, educate and mentor are three words that have guided the volunteer networking group Wired Woman since its inception and symbolize and remain the pillars of the organization.
Wired Woman’s mission is to create an environment that encourages women to explore opportunities in technology, science and new media and to build successful careers that will allow them to become a driving force in these expanding sectors.
If you are finding it a challenge to meet people in the technology, science and new media sector then Wired Women helps you network. The group’s intention is to attract as many talented, interesting women in technology as possible, to grow our community and to provide forums for everyone to interact without the barrier of an annual fee.
At regular events, seminars and social functions Wired Women provides members and volunteers with real opportunities to gain exposure to an industry that otherwise can seem intimidating and confusing. It helps women to grow their network, meet interesting people and make lifelong connections.
Wired Woman also runs regular workshops, seminars and events to educate and empower women in the technology sector. We also provide training, support and resources to help our members learn more about the many opportunities available. Volunteering for Wired Woman also provides an opportunity for members to gain hands on experience, add to their resumes and to learn more about their industry.
The mentoring comes in when you need help crafting your career path or for someone to talk to who is in the industry? Wired Woman members are invited to apply to join a 6-month mentorship program. Aimed at women entering or re-entering the work-force, it is designed to help women who need career guidance.
Mentors meet with mentees at least one hour, monthly, for the duration of the mentoring relationship. This career mentorship experience is enhanced with networking events and education workshops.
You can follow Wired Women on Twitter, and join the Wired Woman groups on Facebook (Wired Woman Society) and LinkedIn (Wired Woman).For more information on Wired Women check out their website at www.wiredwomen.com
-------------------------------------------------------------------------------------
Kensel Tracy is the Marketing Coach with the Corporate Coachworkz Inc. in Chelsea Quebec and is President of Business Over Breakfast Clubs (BoB Clubs) of North America. If you have an interesting story contact him at Kenselt@sympatico.ca
Wednesday, September 30, 2009
Is Traditional Media In Canada Dead?
My topic this month is something that is being hotly debated by almost every media outlet in the country and all across North America. Its a question that is on everyone's mind. Is traditional media dying an untimely death?
I personally don’t think so. Just like the telegraph and the morning newspaper media is always in a state of change and the impact of new media on traditional advertising and communications is no different. Let’s just say the amount of attention that new media is getting is making us feel as if traditional media can no longer compete. So in some ways there may be a collective thinking that traditional media is dead. Lets look a some of the facts.
In Canada is safe to say that ad revenues from traditional media are down across the board and online media is definitely on the increase. Newspapers are having the biggest problem securing advertisers since their daily news is reported well in advance on any of the major websites like Canada.com, Sympatico.ca. MSN Canada, Yahoo Canada and Google. For instance as a dedicated newspaper reader, I now only buy the weekend papers and no long subscribe at the office.
The key area that seems to really be taking a hit is the classified ad sections of most newspapers. With free ad sites like Craig’s List, Kijji and any number of local online and employment sites offering free ads and amazing search options, traditional classified and employment ads are also generating the lowest revenues in years.
National television is also suffering not only from the loss of local ad revenues but from the ever changing role played by cable and satellite in Canada. The two national commercial networks are fighting it out with the cable companies promoting the value of local television as cable and satellite companies now want to charge subscribers extra for the right to watch local news in their areas on their local cable or satellite station. The local news represents the largest number of concentrated local viewers and the most revenues since these local stations retain the rights to sell local advertisers into a well watched local program with a highly consistent and dedicated audience.
The main media that seems to remain stable through all of this is radio. With the advent of television in the 1950’s there was much discussion that the radio was dead or would over time die out. As we can see this did not happen. Every local radio station has a bevy of local listeners who continue to support them regardless of the role new media plays. Everyone has a local favourite radio station for local news and sports and local activities. Satellite radio continues to gain popularity; however local news and weather can only be garnered from stations in the local market. So radio's demise is not going to happen anytime soon. However the Ipod is having a major impact on what individuals listen too and when so the jury is still out.
So what does this mean for the individual or the business organization that has a mission to promote an event, sell a product, promote a new service and meet new customers? In my last column I felt that new media such as Facebook, Tweeting, My Space and blogging all help to build profile and help to create new contacts and some new business opportunities as well.
For me personally however, being active in your local community be it online or offline is still one of most important things a person or a company can do. An online community is great to make contacts if you have product that is national in scope and can be sold over great distances. A local community made up of local businesses, events and organizations are still valuable if you get personal service referrals, provide a local service or need to deal with individuals that in your own back yard.
The key point is traditional media is just changing and as they say on Monty Python it’s not time to "bring out yer dead yet".
The local media revolution is no different than any other media revolution that came along throughout history. These included the printing press changing town hall meetings, the telegraph was replaced by the telephone, couriers were replaced by fax machines and typewriters were replaced by computers and radio was changed immensely by the advent of television. So media and communications is always evolving
The key ingredient for change however is that information will always be required and requested by human beings and will be required in selective ways that still include a great deal of personal activity.
People still buy from people and personal relationships are still the most important thing. Regardless of what happens with traditional ways of communicating there will always be something that is just around the corner that will make it easier and more efficient to get the information you require. So traditional media my be dying as we know it, however most organizations are scrambling to reinvent themselves just like my grand father did when upon graduating from telegraph school he found that the telegraph was about to not exist anymore. Just like him, media and advertising will also make shifts that will include reinventing and becoming more resiliant to change.
I personally don’t think so. Just like the telegraph and the morning newspaper media is always in a state of change and the impact of new media on traditional advertising and communications is no different. Let’s just say the amount of attention that new media is getting is making us feel as if traditional media can no longer compete. So in some ways there may be a collective thinking that traditional media is dead. Lets look a some of the facts.
In Canada is safe to say that ad revenues from traditional media are down across the board and online media is definitely on the increase. Newspapers are having the biggest problem securing advertisers since their daily news is reported well in advance on any of the major websites like Canada.com, Sympatico.ca. MSN Canada, Yahoo Canada and Google. For instance as a dedicated newspaper reader, I now only buy the weekend papers and no long subscribe at the office.
The key area that seems to really be taking a hit is the classified ad sections of most newspapers. With free ad sites like Craig’s List, Kijji and any number of local online and employment sites offering free ads and amazing search options, traditional classified and employment ads are also generating the lowest revenues in years.
National television is also suffering not only from the loss of local ad revenues but from the ever changing role played by cable and satellite in Canada. The two national commercial networks are fighting it out with the cable companies promoting the value of local television as cable and satellite companies now want to charge subscribers extra for the right to watch local news in their areas on their local cable or satellite station. The local news represents the largest number of concentrated local viewers and the most revenues since these local stations retain the rights to sell local advertisers into a well watched local program with a highly consistent and dedicated audience.
The main media that seems to remain stable through all of this is radio. With the advent of television in the 1950’s there was much discussion that the radio was dead or would over time die out. As we can see this did not happen. Every local radio station has a bevy of local listeners who continue to support them regardless of the role new media plays. Everyone has a local favourite radio station for local news and sports and local activities. Satellite radio continues to gain popularity; however local news and weather can only be garnered from stations in the local market. So radio's demise is not going to happen anytime soon. However the Ipod is having a major impact on what individuals listen too and when so the jury is still out.
So what does this mean for the individual or the business organization that has a mission to promote an event, sell a product, promote a new service and meet new customers? In my last column I felt that new media such as Facebook, Tweeting, My Space and blogging all help to build profile and help to create new contacts and some new business opportunities as well.
For me personally however, being active in your local community be it online or offline is still one of most important things a person or a company can do. An online community is great to make contacts if you have product that is national in scope and can be sold over great distances. A local community made up of local businesses, events and organizations are still valuable if you get personal service referrals, provide a local service or need to deal with individuals that in your own back yard.
The key point is traditional media is just changing and as they say on Monty Python it’s not time to "bring out yer dead yet".
The local media revolution is no different than any other media revolution that came along throughout history. These included the printing press changing town hall meetings, the telegraph was replaced by the telephone, couriers were replaced by fax machines and typewriters were replaced by computers and radio was changed immensely by the advent of television. So media and communications is always evolving
The key ingredient for change however is that information will always be required and requested by human beings and will be required in selective ways that still include a great deal of personal activity.
People still buy from people and personal relationships are still the most important thing. Regardless of what happens with traditional ways of communicating there will always be something that is just around the corner that will make it easier and more efficient to get the information you require. So traditional media my be dying as we know it, however most organizations are scrambling to reinvent themselves just like my grand father did when upon graduating from telegraph school he found that the telegraph was about to not exist anymore. Just like him, media and advertising will also make shifts that will include reinventing and becoming more resiliant to change.
Friday, January 16, 2009
Mike Hughes “Canada’s Networking Guru” – Gives His Personal Opinion on Networking
As a blog writer, you always have your eyes and ears open for interesting networking stories that you can share. One such story comes from the Ottawa Networking Group on LinkedIn where Mike Hughes “Canada’s Official Networking Guru” hangs his hat. I first saw Mike’s networking handle when going through the members of the network to see if I could find a few friends of mine. I contacted Mike to see if he would be interested in giving me a story on who he was and how he became “Canada’s Networking Guru”. The rest was left up to Mike.
After a few emails back and forth about getting together for the story I got bogged down in making a living and then December rolled around, and Mike and I still had not been in contact. Then out of the blue, an email arrives with an important comment on an area that I should consider in regards to a new business concept I was launching in Ottawa and whose name was signed to that email; Mike Hughes “Canada’s Networking Guru”
Mike’s been in the networking game for the past 15 years. He got his impressive title from a newspaper article that ran a story on him and a writer that was so impressed with Mike, his programs and his approach to networking that he called him “Canada’s Networking Guru” and it stuck. He now uses this name to identify everything he does in the area of networking. It only takes a few minutes in conversation with Mike and you know you are talking with a special individual. His rapid delivery of who he is and why he got involved in networking convinces you early in the discussion that he is the real deal. He tells you about his impressive background as Past Chairman of the Ottawa Chamber of Commerce, his life as a professional speaker at international conferences and his view that “networking is a skill you develop” and “not something you do’ and you are engaged immediately. His social capital is worth receiving and it’s sprinkled with valuable information from the get-go.
“Networking” says Mike “is a business skill that most of us should learn and don’t”. Without catching a breath, he continues “networking should be a corporate required competency that everyone should learn whether they are in management, sales or owning a business” Now Mike’s on a roll. “Networking is about building a relationship on steroids, it’s not about selling yourself or your business but focusing in on building a solid relationship with others and you have about three minutes of conversation to build a meaningful relationship with others so you need to get it right from the start.”
He then goes on to tell me more about his “Networking for Results System” which includes some 40 hours of audio and written work and his ½ day and full day training sessions. Mike says that networking is all about context, communicating effectively and contributing to others. Mike is also a man in demand. He has been training businesses people, associations, government departments, and members of Chambers of Commerce across Canada and has spoken to groups all over North America on his “Networking for Results System’. Mike has me all fired up and I want to learn more. I hope you do too. This column is just the start. To get more information and valuable networking tips from Mike Hughes “Canada’s Networking Guru” check out his website at www.networkingforresults.com.
Kensel Tracy is the Marketing Coach and is a Senior Partner with the Corporate Coachworkz Inc. (www.corporatecoachworkz.com) in Chelsea, Quebec. He is also launching Business over Breakfast Clubs (BoB Clubs) business and breakfast referral networking clubs in all cities across North America.
After a few emails back and forth about getting together for the story I got bogged down in making a living and then December rolled around, and Mike and I still had not been in contact. Then out of the blue, an email arrives with an important comment on an area that I should consider in regards to a new business concept I was launching in Ottawa and whose name was signed to that email; Mike Hughes “Canada’s Networking Guru”
Mike’s been in the networking game for the past 15 years. He got his impressive title from a newspaper article that ran a story on him and a writer that was so impressed with Mike, his programs and his approach to networking that he called him “Canada’s Networking Guru” and it stuck. He now uses this name to identify everything he does in the area of networking. It only takes a few minutes in conversation with Mike and you know you are talking with a special individual. His rapid delivery of who he is and why he got involved in networking convinces you early in the discussion that he is the real deal. He tells you about his impressive background as Past Chairman of the Ottawa Chamber of Commerce, his life as a professional speaker at international conferences and his view that “networking is a skill you develop” and “not something you do’ and you are engaged immediately. His social capital is worth receiving and it’s sprinkled with valuable information from the get-go.
“Networking” says Mike “is a business skill that most of us should learn and don’t”. Without catching a breath, he continues “networking should be a corporate required competency that everyone should learn whether they are in management, sales or owning a business” Now Mike’s on a roll. “Networking is about building a relationship on steroids, it’s not about selling yourself or your business but focusing in on building a solid relationship with others and you have about three minutes of conversation to build a meaningful relationship with others so you need to get it right from the start.”
He then goes on to tell me more about his “Networking for Results System” which includes some 40 hours of audio and written work and his ½ day and full day training sessions. Mike says that networking is all about context, communicating effectively and contributing to others. Mike is also a man in demand. He has been training businesses people, associations, government departments, and members of Chambers of Commerce across Canada and has spoken to groups all over North America on his “Networking for Results System’. Mike has me all fired up and I want to learn more. I hope you do too. This column is just the start. To get more information and valuable networking tips from Mike Hughes “Canada’s Networking Guru” check out his website at www.networkingforresults.com.
Kensel Tracy is the Marketing Coach and is a Senior Partner with the Corporate Coachworkz Inc. (www.corporatecoachworkz.com) in Chelsea, Quebec. He is also launching Business over Breakfast Clubs (BoB Clubs) business and breakfast referral networking clubs in all cities across North America.
Saturday, January 26, 2008
Marketing Secrets from Anita Campbell and Friends
I recently read a good post from Anita Campbell, Small Business Trends Magazine, where she asked some prominent online marketing people to post their best marketing secret. Here is a sample -- hope this helps in your quest and thanks Anita.
◊ Seth Godin, SethGodin.com – “Make promises and keep them. So obvious, it’s become a secret.”
◊ Jackie Huba, Church of the Customer – “Attracting is the new selling. It is theleast-visible, and least-examined principle behind most companies today that are growing quickly through word of mouth.”
◊ Jonathan Fields, Awake at the Wheel – “Decide whether you want to feed your ego or your family. Sexy, expensive image-building campaigns might win your ad-firm a Clio, but, with rare exceptions they don’t put money in your bank or food on your table …at least at the level small businesses can afford. So, drive your branding efforts with free PR in the early days and spend your money on measurable direct-response marketing that delivers X dollars of revenue for every dollar spent on marketing.”
◊ Toby Bloomberg, Diva Marketing – “Forget what your mama or your preacher taught you. The Golden Rule does NOT work for developing marketing strategy. Your customers do not want to be treated “as you would like to be treated.” In understanding your customers you might discover that their values, needs and expectations differ from yours. New Golden Rule For Marketers: Do Unto Your Customers As THEY Would Like To Be Treated.”
◊ Scott Shane, Author of “Illusions of Entrepreneurship” – “The data show that most entrepreneurs compete on price, but doing this leads companies to perform worse. New companies are better off competing on service, quality or some other dimension.”
◊ Tim Berry, Planning Startups Stories – “One of the most expensive myths in marketing is that lower price produces higher volume. That might be true for coal or gasoline, but not for most businesses. Lower price means, well, ask yourself: do you always eat at the lowest price restaurant? Buy the lowest price clothes? Do you drive the lowest priced car? Pricing is your best statement of value.”
◊ Andy Birol, Author of “The 5 Catalysts to 7 Figure Growth” – “In striving to please their customers, too many marketers believe they must exceed expectations. Better yet, marketers should just ask and listen, for what they will learn and hear is often a different, more modest need, which when fulfilled, will profitably delight the customer.”
◊ Drew McClellan, Drew’s Marketing Minute – “Do Less. One of the most tempting aspects of marketing is the veritable smorgasbord of different marketing tactics that you can toss into a marketing plan. It’s almost overwhelming.
Many marketing professionals make the very understandable mistake of believing that more is better. But they’re wrong.You will be vastly more successful if you do less, but do them better. Pick 3-4 marketing tactics that you think are really going to be valued by your audience and drive the behavior/action you’re looking for. Then, figure out how you can do them in an extraordinary way
COMMUNICATING AND MESSAGING
◊ Scott Ginsberg, That Guy with the Name Tag – “Don’t have a business card. Have a philosophy card. In order to do so, ask yourself the question, ‘If everybody did exactly what I said, what would the world look like?’ Come up with 5-10 answers, then print them on a nice, thick, laminated card. Include your contact info, picture, branding, etc. Give it to EVERYBODY. It will be the only card they will not throw away. This marketing tool has made me well over $50,000 in new business.”
◊ Brian Moran, Publisher, Small Business Edge – “LESS IS MORE: In today’s cluttered world, your customers are being bombarded with thousands of messages every day. In order to rise above the noise level, you need to capture their attention immediately and then hold it while giving them your pitch. You must be able to deliver your message, if necessary, in 25 words or less. Include your main feature and the main benefit in the message. If you hook the potential customer, they will gladly ask you for more information.”
◊ Yvonne DiVita, WME Books – “The best, very best marketing secret I have is: Show enthusiasm. I blog, I attend networking events offline, I speak, I personally answer 95% of the email I get … and in all of that I present a focused, happy, enthusiastic face to whomever I’m speaking to. I do not have to feign enthusiasm because I am truly excited about people. What they’re doing, how they’re doing it, and why they’re doing it. And I take more business cards than I give - the better to connect with a personal note later on. I’m fascinated and eager hear about new businesses or products.
This doesn’t bring me business, and it isn’t intended to. It’s intended to validate the listener’s idea - and sometimes offer a tidbit of advice. Because of this, people remember me. And they send me referrals. Most of my business is achieved via referrals. I do not have to spend a lot of cash on marketing - because my best marketing tool is my own enthusiasm for the people I meet. It’s memorable - and it creates word of mouth better than anything else I do.”
◊ David Powers, GotVMail Communications – “People don’t like to be sold. If they did, they would spend all their free time in car dealerships. Instead, people want to be informed, they want to be educated. You’ll find your best customers are those you educate about your product or service and who then decide to purchase it because it is a good fit for them.
Prospects who buy your product/service but are not educated about your offering will be disappointed. They will not be return customers. Worse, they will tell others how they got ’sold’ by you. In the Internet age, this can quickly be very destructive to your business.”
◊ Michael Port, Author of “Book Yourself Solid” – “All sales start with a simple conversation. It may be a conversation between you and a potential client or customer, between one of your clients and a potential referral, or between one of your colleagues and a potential referral. An effective sales cycle is based on turning these simple conversations into relationships of trust with your potential clients over time. We know that people buy from those they like and trust. But as Sir Winston Churchill once said, ‘It is a mistake to look too far ahead. Only one link in the chain of destiny can be handled at a time.’”
◊ John Battelle, Searchblog – “The best kept secret in marketing is to invest your time in eliciting and responding to your customer’s feedback, even if it’s negative. It’s the secret to building a network of evangelists who keep on giving back to your business ….”
ONLINE MARKETING
◊ John Jantsch, Duct Tape Marketing – “Become a journalist - no, I’m not really suggesting that you join the staff of some publication, but the acceptance of new media tools like blogs and podcasts has turned the marketing tables - so take advantage of the allure of a reporter and start a blog and podcast and request interviews with industry leaders, community leaders, authors and maybe even your biggest prospects. Instead of asking for a meeting to demonstrate your product, ask to feature your prospect in your next blog or podcast episode. You will automatically change your status in their eyes, increase your role as an expert and create great content for your marketing materials.”
◊ Yaro Starak, Entrepreneurs Journey – “There’s something I do that very few other bloggers do - build an email list. My secret tip isn’t to build a list though — that’s pretty obvious to anyone who markets online. It’s how you use your list and your blog together that is my secret.
Here’s one simple example. I write product reviews to my blog now and then. I write a solid review, with my honest opinion and what I think is good and bad about the product after using it. I post the article to my blog and usually make a few affiliate sales as a result.
I then write a short email to my list designed to bring people to the review and add the email to my autoresponder sequence. From that point forward at some point everyone who joins my list eventually receives the email and visits the review. This ensures I have a steady stream of traffic to that review, even long after it is hidden in my blog archives AND I continue to make affiliate sales.
This is a formula for passive income from just writing one blog article and one email, though of course you want to do it again and again with new products to multiply your earnings. Good luck!”
◊ Matt McGee, Small Business SEM – “SEO is just like traditional marketing. In the “real world,” you want to create a great product and get people talking about it. Online, you want to create great content and get people linking to it. Same theory, and often the same techniques. Develop relationships with journalists offline; do the same with bloggers online. Engage with customers offline; engage in social communities online. Give people something to talk about (and link to), join the conversation, and you’re on the road to SEO success.”
◊ Liz Strauss, Successful Blog – “The best promotion is to promote other people. Promote your customers, their friends, and yours. Always be looking for what other folks do well and be the first to talk about it. Be the first to point people in their direction. There’s no better way to show that you’re a generous team player, a great judge of skill and character, and completely confident about the work that you do.”
◊ Maki, Editor, Dosh Dosh – “Timeliness is my marketing secret. A lot of marketers talk about networking with influencers and successfully building trust with their audience in order to evoke widespread brand adoption. While the developing of trust indicators are important, I think some of the most successful online marketing is done as a response towards current affairs, events and news. The best marketing advice I have is to be timely, to react to socio-cultural feedback and then capitalize on it by co-opting the incident/subculture’s language or frame.
Newspapers are publicity manufacturers. Monitor them closely because what your customer or audience reads influences their opinions. Observe their feedback. Market your business by riffing off and building upon the natural flow of news. Timeliness is an opportunistic and powerful way to not only build relevance but demonstrate that your business is in tune with the concerns of the community.”
◊ Mack Collier, The Viral Garden – “Success in blogging is dependent upon having a built-in direct benefit to others. For example, many companies want to approach blogging as a way to sell products to customers. But blogs don’t work well as a direct-selling channel. The key is to first provide a benefit to readers by creating content and community that offers them value. By giving readers a direct benefit, the company then benefits indirectly by seeing sales increase as a result of their blogging efforts. But if the company instead tries to directly promote themselves, readers will see no value in this, and the blog will die.”
◊ Guy Kawasaki, Truemors -– “Do the opposite of what bloggers think you should do.”
SOCIAL MEDIA MARKETING
◊ Dharmesh Shah, Hubspot – “The power of second-order Internet Marketing: Small businesses should consider the positive marketing impact of “second order” effects in Internet marketing. A second-order effect is when you do not promote yourself directly, but help promote others who have mentioned you, linked to you or referenced an idea or concept that you agree with. The simplest example is when a blogger mentions your business in an article they write (even if you are mentioned only incidentally). If you like the article, you should help promote the article in the social media sites (Digg, StumbleUpon, etc.). This is better than trying to promote yourself and can often create significant traffic, PR and marketing good-will.”
◊ Brent Leary, Host of Technology for Business $ake Radio – “Promote your book, blog, podcast series or business by using LinkedIn Answers. No, I’m not talking about spamming LinkedIn. Here’s what you do: Ask for opinions on a particular topic and link back to your blog, etc. in LinkedIn Answers. Some people will also be intrigued enough to visit your blog, investigate your book, subscribe to your podcast — they will check out whatever your question is in connection with.
Beyond that, if you quote some of the answers you receive (on your blog or use them in a radio interview or in an article you write for publication) then you could get an additional viral effect. Because those who are quoted may pass around the link that refers to them, to their friends, colleagues and family.
I did this when I interviewed Don Tapscott about his book Wikinomics. On LinkedIn Answers, in advance of the show, I asked if anyone had a question they wanted me to ask Don. I got a number of comments and used one of the reader-suggested questions in my radio show, linking to it from the show page. That reader later sent me an email saying he had passed the show link to others and also wrote his own blog entry linking to the show. And show listeners got the benefit of hearing a question that they themselves might have wanted to ask a famous author.”
◊ Jennifer Laycock, Editor, Search Engine Guide — “One of the least utilized social media sites for subtle marketing is Flickr.com.
I think people picture Flickr as just another place to store their images. In reality, Flickr is filled with vibrant communities of highly engaged users. There’s a discussion and photo sharing group for nearly any topic you can think of. Now it’s easy to write that off and say “there are discussion groups everywhere” but that would be a mistake. You see the discussion groups at Flickr are made up of people who not only talk about these topics, but care enough about them to take pictures and upload those pictures as well. That means the members of a Flickr group tend to be more fanatical about their topic than your average discussion board member.
There are several great ways to leverage Flickr.
1.) You can join a group and post in the discussion threads to establish yourself as an expert. This will lead people back to your profile where you can easily promote your web site, blog, etc.
2.) You can geotag your images. Flickr is owned by Yahoo!, so in my opinion, it’s only a matter of time until Flickr’s geotagged images get meshed with Yahoo Travel. Anyone who owns a tourist destination would be crazy not to be uploading geotagged photos of their hotels, grounds, nearby hiking trails or any other scenic spot.
3.) You can add descriptions, tags and even in-picture captions to your photos. You can also add links. This creates new links from a valued site and drives direct traffic to your site. The key here is to make sure you aren’t adding links to more than 10 or 15% of your photos. As with any social community, you HAVE to add more value than you pull.
4.) You can build relationships with other passionate bloggers in your niche. I’ve found Flickr can really fast track your attempts to network. When you’re talking to people via Flickr with an avatar and a photo it’s much easier to stand out.
The key here is that Flickr is only going to work for companies who have a visual component. Landscapers, gardeners, custom car detailers, chefs, salons, tourist spots ….”
And, of course, your humble author’s own tip:
◊ Anita Campbell, Small Business Trends – “This is a tip for those of you who run blogs and online publications: Treat PR people with respect.
(1) PR people bring news your community will value and save you the time of finding it on your own. I’m not suggesting you regurgitate press releases word for word. Instead, use the release only as a starting point. Gather additional facts. Then write it YOUR way.
(2) PR reps will bring you scoops and exclusives. PR reps who come to trust you will send you news early, under “embargo.” They’ll also make company executives available for interviews.
(3) PR reps will circulate your article about their client on email distribution lists and on company intranets. Sometimes you’ll get linked back from the Press section of the client’s site. This can drive considerable traffic. (Never pander to get links. Write objectively and only about subjects of value to your audience — you’ll still get links AND preserve your self-respect.)
(4) Don’t lose your temper in public on your blog at some inexperienced PR rep who sent an awkward email pitch. Just hit ‘delete.’ There’s no upside to making public enemies of PR firms.”
◊ Ivana Taylor, Strategy Stew – “Target those markets and customers that you love that love you back. In other words don’t work with jerks or people you don’t like. There are enough customers out there for everyone and the ones that love you value what you do and see so much value that working with you is literally priceless. The first step in doing this is knowing your strengths and special gifts that make you irresistible to your target audience. The next step is to love them enough to know what they want and then just give it to them lovingly and from the heart.”
◊ Seth Godin, SethGodin.com – “Make promises and keep them. So obvious, it’s become a secret.”
◊ Jackie Huba, Church of the Customer – “Attracting is the new selling. It is theleast-visible, and least-examined principle behind most companies today that are growing quickly through word of mouth.”
◊ Jonathan Fields, Awake at the Wheel – “Decide whether you want to feed your ego or your family. Sexy, expensive image-building campaigns might win your ad-firm a Clio, but, with rare exceptions they don’t put money in your bank or food on your table …at least at the level small businesses can afford. So, drive your branding efforts with free PR in the early days and spend your money on measurable direct-response marketing that delivers X dollars of revenue for every dollar spent on marketing.”
◊ Toby Bloomberg, Diva Marketing – “Forget what your mama or your preacher taught you. The Golden Rule does NOT work for developing marketing strategy. Your customers do not want to be treated “as you would like to be treated.” In understanding your customers you might discover that their values, needs and expectations differ from yours. New Golden Rule For Marketers: Do Unto Your Customers As THEY Would Like To Be Treated.”
◊ Scott Shane, Author of “Illusions of Entrepreneurship” – “The data show that most entrepreneurs compete on price, but doing this leads companies to perform worse. New companies are better off competing on service, quality or some other dimension.”
◊ Tim Berry, Planning Startups Stories – “One of the most expensive myths in marketing is that lower price produces higher volume. That might be true for coal or gasoline, but not for most businesses. Lower price means, well, ask yourself: do you always eat at the lowest price restaurant? Buy the lowest price clothes? Do you drive the lowest priced car? Pricing is your best statement of value.”
◊ Andy Birol, Author of “The 5 Catalysts to 7 Figure Growth” – “In striving to please their customers, too many marketers believe they must exceed expectations. Better yet, marketers should just ask and listen, for what they will learn and hear is often a different, more modest need, which when fulfilled, will profitably delight the customer.”
◊ Drew McClellan, Drew’s Marketing Minute – “Do Less. One of the most tempting aspects of marketing is the veritable smorgasbord of different marketing tactics that you can toss into a marketing plan. It’s almost overwhelming.
Many marketing professionals make the very understandable mistake of believing that more is better. But they’re wrong.You will be vastly more successful if you do less, but do them better. Pick 3-4 marketing tactics that you think are really going to be valued by your audience and drive the behavior/action you’re looking for. Then, figure out how you can do them in an extraordinary way
COMMUNICATING AND MESSAGING
◊ Scott Ginsberg, That Guy with the Name Tag – “Don’t have a business card. Have a philosophy card. In order to do so, ask yourself the question, ‘If everybody did exactly what I said, what would the world look like?’ Come up with 5-10 answers, then print them on a nice, thick, laminated card. Include your contact info, picture, branding, etc. Give it to EVERYBODY. It will be the only card they will not throw away. This marketing tool has made me well over $50,000 in new business.”
◊ Brian Moran, Publisher, Small Business Edge – “LESS IS MORE: In today’s cluttered world, your customers are being bombarded with thousands of messages every day. In order to rise above the noise level, you need to capture their attention immediately and then hold it while giving them your pitch. You must be able to deliver your message, if necessary, in 25 words or less. Include your main feature and the main benefit in the message. If you hook the potential customer, they will gladly ask you for more information.”
◊ Yvonne DiVita, WME Books – “The best, very best marketing secret I have is: Show enthusiasm. I blog, I attend networking events offline, I speak, I personally answer 95% of the email I get … and in all of that I present a focused, happy, enthusiastic face to whomever I’m speaking to. I do not have to feign enthusiasm because I am truly excited about people. What they’re doing, how they’re doing it, and why they’re doing it. And I take more business cards than I give - the better to connect with a personal note later on. I’m fascinated and eager hear about new businesses or products.
This doesn’t bring me business, and it isn’t intended to. It’s intended to validate the listener’s idea - and sometimes offer a tidbit of advice. Because of this, people remember me. And they send me referrals. Most of my business is achieved via referrals. I do not have to spend a lot of cash on marketing - because my best marketing tool is my own enthusiasm for the people I meet. It’s memorable - and it creates word of mouth better than anything else I do.”
◊ David Powers, GotVMail Communications – “People don’t like to be sold. If they did, they would spend all their free time in car dealerships. Instead, people want to be informed, they want to be educated. You’ll find your best customers are those you educate about your product or service and who then decide to purchase it because it is a good fit for them.
Prospects who buy your product/service but are not educated about your offering will be disappointed. They will not be return customers. Worse, they will tell others how they got ’sold’ by you. In the Internet age, this can quickly be very destructive to your business.”
◊ Michael Port, Author of “Book Yourself Solid” – “All sales start with a simple conversation. It may be a conversation between you and a potential client or customer, between one of your clients and a potential referral, or between one of your colleagues and a potential referral. An effective sales cycle is based on turning these simple conversations into relationships of trust with your potential clients over time. We know that people buy from those they like and trust. But as Sir Winston Churchill once said, ‘It is a mistake to look too far ahead. Only one link in the chain of destiny can be handled at a time.’”
◊ John Battelle, Searchblog – “The best kept secret in marketing is to invest your time in eliciting and responding to your customer’s feedback, even if it’s negative. It’s the secret to building a network of evangelists who keep on giving back to your business ….”
ONLINE MARKETING
◊ John Jantsch, Duct Tape Marketing – “Become a journalist - no, I’m not really suggesting that you join the staff of some publication, but the acceptance of new media tools like blogs and podcasts has turned the marketing tables - so take advantage of the allure of a reporter and start a blog and podcast and request interviews with industry leaders, community leaders, authors and maybe even your biggest prospects. Instead of asking for a meeting to demonstrate your product, ask to feature your prospect in your next blog or podcast episode. You will automatically change your status in their eyes, increase your role as an expert and create great content for your marketing materials.”
◊ Yaro Starak, Entrepreneurs Journey – “There’s something I do that very few other bloggers do - build an email list. My secret tip isn’t to build a list though — that’s pretty obvious to anyone who markets online. It’s how you use your list and your blog together that is my secret.
Here’s one simple example. I write product reviews to my blog now and then. I write a solid review, with my honest opinion and what I think is good and bad about the product after using it. I post the article to my blog and usually make a few affiliate sales as a result.
I then write a short email to my list designed to bring people to the review and add the email to my autoresponder sequence. From that point forward at some point everyone who joins my list eventually receives the email and visits the review. This ensures I have a steady stream of traffic to that review, even long after it is hidden in my blog archives AND I continue to make affiliate sales.
This is a formula for passive income from just writing one blog article and one email, though of course you want to do it again and again with new products to multiply your earnings. Good luck!”
◊ Matt McGee, Small Business SEM – “SEO is just like traditional marketing. In the “real world,” you want to create a great product and get people talking about it. Online, you want to create great content and get people linking to it. Same theory, and often the same techniques. Develop relationships with journalists offline; do the same with bloggers online. Engage with customers offline; engage in social communities online. Give people something to talk about (and link to), join the conversation, and you’re on the road to SEO success.”
◊ Liz Strauss, Successful Blog – “The best promotion is to promote other people. Promote your customers, their friends, and yours. Always be looking for what other folks do well and be the first to talk about it. Be the first to point people in their direction. There’s no better way to show that you’re a generous team player, a great judge of skill and character, and completely confident about the work that you do.”
◊ Maki, Editor, Dosh Dosh – “Timeliness is my marketing secret. A lot of marketers talk about networking with influencers and successfully building trust with their audience in order to evoke widespread brand adoption. While the developing of trust indicators are important, I think some of the most successful online marketing is done as a response towards current affairs, events and news. The best marketing advice I have is to be timely, to react to socio-cultural feedback and then capitalize on it by co-opting the incident/subculture’s language or frame.
Newspapers are publicity manufacturers. Monitor them closely because what your customer or audience reads influences their opinions. Observe their feedback. Market your business by riffing off and building upon the natural flow of news. Timeliness is an opportunistic and powerful way to not only build relevance but demonstrate that your business is in tune with the concerns of the community.”
◊ Mack Collier, The Viral Garden – “Success in blogging is dependent upon having a built-in direct benefit to others. For example, many companies want to approach blogging as a way to sell products to customers. But blogs don’t work well as a direct-selling channel. The key is to first provide a benefit to readers by creating content and community that offers them value. By giving readers a direct benefit, the company then benefits indirectly by seeing sales increase as a result of their blogging efforts. But if the company instead tries to directly promote themselves, readers will see no value in this, and the blog will die.”
◊ Guy Kawasaki, Truemors -– “Do the opposite of what bloggers think you should do.”
SOCIAL MEDIA MARKETING
◊ Dharmesh Shah, Hubspot – “The power of second-order Internet Marketing: Small businesses should consider the positive marketing impact of “second order” effects in Internet marketing. A second-order effect is when you do not promote yourself directly, but help promote others who have mentioned you, linked to you or referenced an idea or concept that you agree with. The simplest example is when a blogger mentions your business in an article they write (even if you are mentioned only incidentally). If you like the article, you should help promote the article in the social media sites (Digg, StumbleUpon, etc.). This is better than trying to promote yourself and can often create significant traffic, PR and marketing good-will.”
◊ Brent Leary, Host of Technology for Business $ake Radio – “Promote your book, blog, podcast series or business by using LinkedIn Answers. No, I’m not talking about spamming LinkedIn. Here’s what you do: Ask for opinions on a particular topic and link back to your blog, etc. in LinkedIn Answers. Some people will also be intrigued enough to visit your blog, investigate your book, subscribe to your podcast — they will check out whatever your question is in connection with.
Beyond that, if you quote some of the answers you receive (on your blog or use them in a radio interview or in an article you write for publication) then you could get an additional viral effect. Because those who are quoted may pass around the link that refers to them, to their friends, colleagues and family.
I did this when I interviewed Don Tapscott about his book Wikinomics. On LinkedIn Answers, in advance of the show, I asked if anyone had a question they wanted me to ask Don. I got a number of comments and used one of the reader-suggested questions in my radio show, linking to it from the show page. That reader later sent me an email saying he had passed the show link to others and also wrote his own blog entry linking to the show. And show listeners got the benefit of hearing a question that they themselves might have wanted to ask a famous author.”
◊ Jennifer Laycock, Editor, Search Engine Guide — “One of the least utilized social media sites for subtle marketing is Flickr.com.
I think people picture Flickr as just another place to store their images. In reality, Flickr is filled with vibrant communities of highly engaged users. There’s a discussion and photo sharing group for nearly any topic you can think of. Now it’s easy to write that off and say “there are discussion groups everywhere” but that would be a mistake. You see the discussion groups at Flickr are made up of people who not only talk about these topics, but care enough about them to take pictures and upload those pictures as well. That means the members of a Flickr group tend to be more fanatical about their topic than your average discussion board member.
There are several great ways to leverage Flickr.
1.) You can join a group and post in the discussion threads to establish yourself as an expert. This will lead people back to your profile where you can easily promote your web site, blog, etc.
2.) You can geotag your images. Flickr is owned by Yahoo!, so in my opinion, it’s only a matter of time until Flickr’s geotagged images get meshed with Yahoo Travel. Anyone who owns a tourist destination would be crazy not to be uploading geotagged photos of their hotels, grounds, nearby hiking trails or any other scenic spot.
3.) You can add descriptions, tags and even in-picture captions to your photos. You can also add links. This creates new links from a valued site and drives direct traffic to your site. The key here is to make sure you aren’t adding links to more than 10 or 15% of your photos. As with any social community, you HAVE to add more value than you pull.
4.) You can build relationships with other passionate bloggers in your niche. I’ve found Flickr can really fast track your attempts to network. When you’re talking to people via Flickr with an avatar and a photo it’s much easier to stand out.
The key here is that Flickr is only going to work for companies who have a visual component. Landscapers, gardeners, custom car detailers, chefs, salons, tourist spots ….”
And, of course, your humble author’s own tip:
◊ Anita Campbell, Small Business Trends – “This is a tip for those of you who run blogs and online publications: Treat PR people with respect.
(1) PR people bring news your community will value and save you the time of finding it on your own. I’m not suggesting you regurgitate press releases word for word. Instead, use the release only as a starting point. Gather additional facts. Then write it YOUR way.
(2) PR reps will bring you scoops and exclusives. PR reps who come to trust you will send you news early, under “embargo.” They’ll also make company executives available for interviews.
(3) PR reps will circulate your article about their client on email distribution lists and on company intranets. Sometimes you’ll get linked back from the Press section of the client’s site. This can drive considerable traffic. (Never pander to get links. Write objectively and only about subjects of value to your audience — you’ll still get links AND preserve your self-respect.)
(4) Don’t lose your temper in public on your blog at some inexperienced PR rep who sent an awkward email pitch. Just hit ‘delete.’ There’s no upside to making public enemies of PR firms.”
◊ Ivana Taylor, Strategy Stew – “Target those markets and customers that you love that love you back. In other words don’t work with jerks or people you don’t like. There are enough customers out there for everyone and the ones that love you value what you do and see so much value that working with you is literally priceless. The first step in doing this is knowing your strengths and special gifts that make you irresistible to your target audience. The next step is to love them enough to know what they want and then just give it to them lovingly and from the heart.”
Monday, November 12, 2007
IBM Figures Interactive Advertising Formats will Grow
I recently read this press release from IBM. The following information was provided. IBM Global Business Services unveiled its new report, "The End of Advertising as We Know It," forecasting greater disruption for the advertising industry in the next five years than occurred in the previous 50.
To examine the factors influencing advertising and explore future scenarios, IBM surveyed more than 2,400 consumers and 80 advertising executives globally. The IBM report shows increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked.
Traditional advertising players risk major revenue declines as budgets shift rapidly to new, interactive formats, which are expected to grow at nearly five times that of traditional advertising. To survive in this new reality, broadcasters must change their mass audience mind-set to cater to niche consumer segments, and distributors need to deliver targeted, interactive advertising for a range of multimedia devices. Advertising agencies must experiment creatively, become brokers of consumer insights, and guide allocation of advertising dollars amid exploding choices. All players must adapt to a world where advertising inventory is increasingly bought and sold in open exchanges vs. traditional channels.
This gives marketeers even bigger challenges as the market is becoming even more diversified. Canadians now spend on average 14 hours per week on line. This is more time than is spent watching television. As the market changes so will advertisers. It will become more important for products to be even more consumer friendly as social networks will now dictate the next hot product. Traditional advertisers will need to work a lot harder in finding out who their audiences are and spending way more time developing customer loyalty. In the next few weeks we will talk about some of things you can do to successfully cultivate customers and find ways to sell is an every changing market.
Kensel J. Tracy is a a marketing coach and Senior Partner at the Corporate Coachworkz Inc. located in Chelsea, Quebec.
To examine the factors influencing advertising and explore future scenarios, IBM surveyed more than 2,400 consumers and 80 advertising executives globally. The IBM report shows increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked.
Traditional advertising players risk major revenue declines as budgets shift rapidly to new, interactive formats, which are expected to grow at nearly five times that of traditional advertising. To survive in this new reality, broadcasters must change their mass audience mind-set to cater to niche consumer segments, and distributors need to deliver targeted, interactive advertising for a range of multimedia devices. Advertising agencies must experiment creatively, become brokers of consumer insights, and guide allocation of advertising dollars amid exploding choices. All players must adapt to a world where advertising inventory is increasingly bought and sold in open exchanges vs. traditional channels.
This gives marketeers even bigger challenges as the market is becoming even more diversified. Canadians now spend on average 14 hours per week on line. This is more time than is spent watching television. As the market changes so will advertisers. It will become more important for products to be even more consumer friendly as social networks will now dictate the next hot product. Traditional advertisers will need to work a lot harder in finding out who their audiences are and spending way more time developing customer loyalty. In the next few weeks we will talk about some of things you can do to successfully cultivate customers and find ways to sell is an every changing market.
Kensel J. Tracy is a a marketing coach and Senior Partner at the Corporate Coachworkz Inc. located in Chelsea, Quebec.
Saturday, November 3, 2007
Having a Good Sales Plan Does Not Have to be Complicated
As a small business coach, it quite amazing to meet owners of companies that have businesses that could be more successful if they had a plan. Without a plan, you are basically casting your fate to the wind and hoping your customers will show up.
A plan does not have to be complicated and can be a simple as knowing how many sales you want to get this year, your gross margin, ( sales less costs and operating), who your main targets are for customers and five simple sales steps for attracting the customers you want. The bottom line is you need to be selling new customers everyday and always be closing some form of new business for your company to be successful. Sales should be the most important part of your plan. Customers make companies work.
A very successful company that I know has developed three simple steps for getting customers. They want to have the best product in his industry, be an authority in their industry and they over respond to every enquiry to their company no matter how small.
The owner plans is to be the best in his industry and tell everyone that he is. His goal is to talk to ten new customers a week and to treat his existing customers like they are gold. He also tries to pay is suppliers first and tells them that he expects the same treatment from them as he gives his customers. To date this company is a leader and has more business then it can handle and most of it's sales come from referrals from current customers.
Your task this week is to review your business and consider your plan. If you have one, make sure its working for you, if you don't have a plan, get one fast, and if you need some help with the discipline, think about hiring a coach. As one of my old sales managers used to say; son, you should always plan your work and then work the plan.
Kensel Tracy is a business coach and Senior Partner in The Corporate Coachworkz. Inc.
see www.corporatecoachworkz.com
A plan does not have to be complicated and can be a simple as knowing how many sales you want to get this year, your gross margin, ( sales less costs and operating), who your main targets are for customers and five simple sales steps for attracting the customers you want. The bottom line is you need to be selling new customers everyday and always be closing some form of new business for your company to be successful. Sales should be the most important part of your plan. Customers make companies work.
A very successful company that I know has developed three simple steps for getting customers. They want to have the best product in his industry, be an authority in their industry and they over respond to every enquiry to their company no matter how small.
The owner plans is to be the best in his industry and tell everyone that he is. His goal is to talk to ten new customers a week and to treat his existing customers like they are gold. He also tries to pay is suppliers first and tells them that he expects the same treatment from them as he gives his customers. To date this company is a leader and has more business then it can handle and most of it's sales come from referrals from current customers.
Your task this week is to review your business and consider your plan. If you have one, make sure its working for you, if you don't have a plan, get one fast, and if you need some help with the discipline, think about hiring a coach. As one of my old sales managers used to say; son, you should always plan your work and then work the plan.
Kensel Tracy is a business coach and Senior Partner in The Corporate Coachworkz. Inc.
see www.corporatecoachworkz.com
Sunday, October 28, 2007
Social Media, It Can't be Ingnored by Marketers
Millions of people are gravitating to social networking sites such as MySpace, Blogger and Facebook. At the same time, other medias such as television, print, magazines are starting to lose numbers or their numbers are on the decline. For example the Wall Street Journal mentions that Blogger.com had 142 million visitors during September 2007, while Windows Live Spaces had 119 million, MySpace had 107 million, and Facebook had 73 million. With numbers like these marketeers can not ignore this trend. There is still some big debates about whether these sites will last and will there be a return on the investment for investors and advertisers.
For the advertiser however participating in social media is a good way to build brand awareness and get customers to know and try your product. At this point these markets are strictly for those companies with deep pockets as most small businesses cannot effectively participate. Having a good blog attached to a product however helps you get more personal with your audience and adds credibility to what it is you do.
A recent experiment of mine, had me announce a new meetup on a topic of interest and within a few days I had four people that were interested in coming to my event. I was surprised as to the scope of the network in only a couple of days. Some expensive radio and print campaigns are lucky to draw a response like this in such a short time.
Its only a matter of time before even small businesses will need to how to build and/or participate in a local social networking group. All marketers are going to have to also get fully up to speed knowledge wise on social networks, as it only a matter of time when everyone in business will have to accept these networks and they will have to be taken very seriously.
There are already major networking sites for people over the age of 40 and now Eons a new social networking site for people over 50. Marketers and business everywhere take note, Web 2.0 and social networking are here to stay.
Tuesday, October 23, 2007
The Beginning of the Personal Brand
Well over the past few months I have been doing a lot of research on social network marketing and I am finding that things are changing quite fast. For example, a couple articles this week showed that traditional media buys are on the decline while web marketing and personal brand marketing are on the increase. Personal brand marketing is using the Internet to promote your products and build your brand. An example is the " Just Start a Business" campaign promoted by http://www.meetups.com/ which promotes getting a group together to just start talking about starting a business. The sponsor, Quicken Get Started, small business accounting software promotes the events, helps to offset the cost of the Meetups site and offers a free starter accounting software to those attending the event. In the past these dollars would have gone into mainstream media advertising.
Another examples is last year, Johnson & Johnson decided to boycott the so-called upfronts, an annual event when advertisers get together with television executives to negotiate for commercial time. In August, General Motors said that 2008 would be the last year for its longtime sponsorship of the Olympics. In May, A. G. Lafley, the chief executive of Procter & Gamble, told financial analysts that the company would spend less on traditional media and more on its Web site, in-store advertising and promotional events.
Another example is to take Nike's marketing pitch. Today,many Nike ads are shown only on the Internet. Wayne Rooney, the British soccer player, is currently featured in a series of online videos for Nike. In 2005, Nike placed a 2-minute, 46-second clip of the Brazilian soccer player Ronaldinho online, instead of on TV. The video has had more than 17 million views on YouTube and became so well known that some television networks like Sky Sports and the BBC showed it in their news coverage — free. I would like to thank Louise Story for her October 14, 2007 story, The New Advertising Outlet: Your Life. in which she give the details above and a whole lot more interesting reasons why Internet and personal brand marketing will become even bigger in the years to come. I hope to cover this topic more fully in my next up coming blogs. In the meantime think about how you are building your own personal brand. I will give you some tips in the days and weeks to come.
Kensel Tracy is the Marketing Coach and is Senior Partner with the Corporate Coachworkz Inc. located in Chelsea, Quebec, Canada. He is currently writing a new book called: Building Your Personal Brand, Finding Your Way in the Real World. see his website as http://www.corporatecoachworkz.com/ or at kenselt@sympatico.ca
Another examples is last year, Johnson & Johnson decided to boycott the so-called upfronts, an annual event when advertisers get together with television executives to negotiate for commercial time. In August, General Motors said that 2008 would be the last year for its longtime sponsorship of the Olympics. In May, A. G. Lafley, the chief executive of Procter & Gamble, told financial analysts that the company would spend less on traditional media and more on its Web site, in-store advertising and promotional events.
Another example is to take Nike's marketing pitch. Today,many Nike ads are shown only on the Internet. Wayne Rooney, the British soccer player, is currently featured in a series of online videos for Nike. In 2005, Nike placed a 2-minute, 46-second clip of the Brazilian soccer player Ronaldinho online, instead of on TV. The video has had more than 17 million views on YouTube and became so well known that some television networks like Sky Sports and the BBC showed it in their news coverage — free. I would like to thank Louise Story for her October 14, 2007 story, The New Advertising Outlet: Your Life. in which she give the details above and a whole lot more interesting reasons why Internet and personal brand marketing will become even bigger in the years to come. I hope to cover this topic more fully in my next up coming blogs. In the meantime think about how you are building your own personal brand. I will give you some tips in the days and weeks to come.
Kensel Tracy is the Marketing Coach and is Senior Partner with the Corporate Coachworkz Inc. located in Chelsea, Quebec, Canada. He is currently writing a new book called: Building Your Personal Brand, Finding Your Way in the Real World. see his website as http://www.corporatecoachworkz.com/ or at kenselt@sympatico.ca
Subscribe to:
Posts (Atom)
