Business Record - Iowa Biz

How do you know what to deliver if you never take the order?

Drew McLellan is the owner of McLellan Marketing Group

In general, we assume too much. In marketing we assume WAY TOO much. I was reminded of this truth when I was reading the new study done by Pivot about the social landscape and how it is evolving.

Here's part of their intro: "Each year, the Pivot team studies the evolving social landscape. For our 2012 -2013 "State of Social Marketing" report, we surveyed social marketers and digital strategists who represent agencies and brands. What we learned is that the fundamental drivers for social media have radically transformed."

They go on to explore all the ways people's use and perceptions of social media has shifted over the past year. But the two questions/graphs that really struck me were these:

The first question -- do you know who is accessing your social media content/connecting with you there?

Amazingly -- 38% of these professionals said no, they don't.  That begs the question...why.  Well, here's why.

 

The reason they don't know who they're talking to is because they aren't even talking to them enough to find out why they're there.  

Why? (I'm sure you're asking yourself that as you read this)

I think there are a few reasons.

We are still using social media as a one way communication tool: Rather than recognizing that social is a dialogue, most marketers are still treating it like a monologue. Since we think we're supposed to do all the talking, we don't bother finding out who we're talking to or what they need.

We're afraid to ask: This isn't just a problem in social media - it's true in general. You've heard the expression "don't ask a question if you don't want to hear the answer." Well, unfortunately, marketers, business owners and leaders have taken that to heart. They're so afraid of the feedback they might get, they shut down the opportunity.

We don't actually believe it matters: Of the three, this is the most dangerous. It means you're just going through the motions but you don't  believe social media can actually impact your business. If you are just going through the motions -- stop. All you're going to do is damage your brand and alienate your customers. It's better to stop doing it than do it badly or without sincerity.

While this study was focused on social marketing -- the insight is broader. Without understanding who you're talking to and what matters to them -- you'll never connect with your customers or prospects.

 ~ Drew McLellan, Top Dog at McLellan Marketing Group

Raise your stinking gate!

Drew McLellan is the owner of McLellan Marketing Group

It's 9:50 am. I'm in the mall, standing at a store's entrance, peering in through the gate that locks the store for the night. The employee is inside, chatting on the phone and sipping a soda. The marketing message I got by being kept waiting until exactly 10 a.m.?

My business was not all that important to her.

While I was pacing and making mental note to never visit this store again, it occurred to me that many of us do the same thing to our clients/customers. Now, you might not have a gate that keeps clients from entering your front door, but think about other "barriers" that might be in the way.

You can advertise "customer friendly" all you want, but if they stumble over obstacles when they come to buy, your clients will quickly get the "your business is not important to me" message.

Here are some of the places we might be slamming the gate down on our own customers:

Hours of operation. Are they convenient for you or for your customer?
Access. How well does your e-mail, website, phone system etc. work?  If a client is in a jam -- do they know how to get a hold of you this very second?
Promptness in returning calls. A client phone call is an order/sale waiting for confirmation.
Clarity in pricing and products/services. Do your customers know what you sell and how much it will cost? Does it actually cost them that much or are your invoices a little surprise?
Willingness to listen. When your client has an issue with you or your product, do you attempt to make adjustments or changes that demonstrate that you listened? Or do they get "reasons" why it has to be that way?

Want to really check? Call a couple clients that you've lost. Have a frank conversation. My bet is that somehow they could not get past a gate. Maybe it's a gate you don't even see. 

~ Drew, MMG's Top Dog

What's your rubber duck?

Yesterday I read an interesting article in USA Today about how boutique hotels are trying to differentiate themselves and create "an experience" for their guests. Being able to call down to the front desk for a fish or having a Bose iPod player in the room is old news.

Now, you might find themed rubber ducks in your mini bar. There's a DC hotel that even offers electronic cigarettes. And if you're ever in Denver, check out the Sky Hotel in Aspen. They offer mini oxygen tanks in case you need a little boost.

Not all of the examples in the article were whimsical. In Chicago at the Hard Rock Hotel, you can request the nursing mom package (fridge, breast pump, extra bottles, etc.) be sent to your room. Worried you'll have a wardrobe malfunction like Janet Jackson did a few years ago? No worries if you're staying at one of the Morgan Hotels. They have an emergency kit that includes double-sided tape to prevent any accidental malfunctions.

While all of these examples sound a little off the beaten path -- that's sort of the point. A little something extra to create some buzz or even to get you to choose one hotel over the other. It's a good reminder to all of us that our consumers are hungry for more and that more doesn't have to be a big deal. Sometimes something small can be a big deal.

And a big deal means that in today's wired world -- their duck or wardrobe malfunction kit will get plenty of attention on Facebook, Instagram, Vine or Twitter.

That sort of buzz can't be bought. It can only be inspired by something out of the ordinary. 

Stan Phelps wrote about this concept in his book, What's Your Purple Goldfish? How to Win Customers and Influence Word of Mouth. Stan's premise is that compannies who do something a little extra get noticed. His book is living proof -- example after example of organizations that inspire word of mouth, the best marketing you can possibly earn.

Marketing is about being so remarkable that people can't help but talk about you. That if you absolutely delight someone - they will not only come back but they'll bring friends. They become your sales force. 

So -- what do you do for your customers that would get them talking? What's your rubber duck?

~ Drew McLellan, Top Dog at McLellan Marketing Group

LinkedIn gets into the game

LinkedIn has always been social media's red headed stepchild.  Few people use it well and for most of its users -- it's an electronic rolodex.

LinkedIn just announced the launch of their new LinkedIn Contacts.  Their teaser copy says:

Introducing the new LinkedIn Contacts. A smarter way to stay in touch.

All your contacts in one place. LinkedIn Contacts brings together all your address books, emails, and calendars, and keeps them up to date in one place.

Never miss an opportunity to say hello. Get alerted on job changes and birthdays in your network, a perfect opportunity to say hello.

Take it on your mobile device. Stay connected on the go. LinkedIn Contacts is available on iPhone, so you can stay in touch with your contacts wherever you are.

This may be a way to add that "real time touch" that we always talk about in marketing and sales plans.  You can connect and react to any news or updates your contacts post to their account right when they make the change.  It's also a great way to track when a prospect makes a key personnel change that might be a game changer for you.

LinkedIn is rolling this out on a limited basis.  To get on the waiting list (I don't know how long the wait is -- they just announced this last week) click here. 

Maybe this will be the trick to make LinkedIn the social media superstar for business leaders. Today, it's underutilized and hopefully this will change how users interact with it because I think it can be a very useful utility tool, if you learn how to mine the data it holds.

~ Drew McLellan

 

Buzz/going viral does not always equal sales

One of the things I hear all the time is "wouldn't it be great if our video went viral?" To which I reply -- "maybe, maybe not."

Here's the reality of viral videos. Sometimes they absolutely drive sales. Look at what Old Spice did with the "the man your man could smell like" series. Not only did it score over 45 million views, it literally revolutionized their brand and reversed their sales decline.

But that's the exception, not the rule. Just because a video takes off on YouTube or Facebook, doesn't mean it's good for business.

Take this recent Kmart spot called "Ship my pants." The spot was created to promote free shipping from Kmart's website. But they wanted us to actually pay attention -- so they pushed the creative envelope by counting on the fact that there's a 12 year old stuck in all of us who loves sophmoric humor.

Watch and see what you think:

 

 

This video already has over 5 million views. I'm betting that's more than all the other Kmart vidoes combined. So they scored on the "going viral" part.  

But, I'm pretty confident in my guess that they will not see a spike in online sales, despite the free shipping offer and increased awareness. In fact, in some ways I think the spot will hurt their efforts. The spot is SO noticeable -- you sort of lose the message. The humor is so strong (and some would argue, so tasteless) that it eclipses the marketing message.

Using humor is always tricky (if it doesn't sell, unless you're a professional comedian, it didn't work) but using this kind of over the top humor is even more risky.

Video is a powerful marketing tool. But don't lose sight of the fact that your goal is to have the right people see it and be inspired to take the next step you want them to take. In some cases, that might mean the 20 right people seeing it.

If you or your agency are shooting for viral -- be sure that's the right target to be aiming at.

~ Drew
Top Dog at McLellan Marketing Group

 

Don't bite the hand that feeds you, Mr. Wolfdog

Old Spice, a cologne from our grandfather's era that is sold in grocery stores was the media and marketing darling a couple years ago with the Old Spice Man -- the man your man could smell like.

It made actor Isaiah Mustafa a household regular...as he ran bare chested through scenario after scenario. Women swooned and men ran to their local grocery or drug store to pick up a bottle of the suddenly cool cologne.

I have to admit, as a marketing guy, I love watching someone rejuvinate a tired, old brand. So i was cheering for Old Spice and looking forward to seeing how they would spin/twist the concept.

 Sadly -- they've now launched Mr. Wolfdog.  Yes...Mr. Wolfdog.

 

 

 

I get that they're trying to be funny. But really -- marketing and a great viral campaign transformed them to cool in 2010 and now, in this new effort, they're basically calling the general public a fool for falling for it.

Not that Mr. Wolfman hasn't been putting in a lot of effort. He's been a flurry of activity all over the web. As noted in Adweek -- "He's posted YouTube videos; made a Pinterest page, and an album of inspirational business music; hosted Google+ Hangouts with his Twitter followers; posted a toll-free number (866-695-2407) to help those who need to look busy at work; played Call of Duty: Black Ops II on Xbox Live; made animated GIFs; and whipped up websites like worldsbiggestchart.com. In short, he's done everything (and much more) that a marketing director should do in social media—while inherently poking fun at how hollow and rote and mindless it all is."

 Is it funny? Yes. Will it got viral? Maybe. Both interesting questions but not the right question. The right question is:

Will it sell more Old Spice?

What made the old campaign so noteable is that it not only entertained us but it changed our opinion about a weary brand and breathed new meaning into it for millions of men who would have never considered wearing the time-tested cologne before The Old Spice man made it sexy to do so.

Don't ever lose sight of the fact that marketing's purpose is to generate sales, either directly or indirectly. Anything short of that is just entertainment. And I fear Mr. Wolfdog is just that. 

~ Drew McLellan

How to build a Facebook page that’s sticky

With hundreds of millions of people on Facebook, it’s no wonder that businesses are flocking there to create a fan page for their organization. But what should that page contain? How should you use it to connect with your customers?

Here are 5 tips for creating a Facebook page that people won’t ignore.

Connected: Be sure you use your Facebook page as a launching point for learning more about your product or service. Link it to your website, a testimonials page or a third-party site that sells your product.

Be the resource: Know your audience well enough to anticipate what else they might want to know. If you sell business training, link to other HR and employee related sites or tools. Think beyond what you specifically sell and build a more well rounded resource center.

Let them talk: Don’t make the mistake of treating your Facebook page like a one way broadcast tool. One of the best elements of Facebook is that you can actually talk to your customers and prospects. Don’t turn off their ability to comment on your page.

Let the games begin: No matter how old we are chronologically, we like to play games. One great way to get Facebook page fans or to get them to keep coming back is to create contests and games that hook your audience and keep them coming back for more. Or, have a regular contest –like a weekly trivia game.

Serve with a smile: Use your Facebook page as your customer service portal. Let customers ask questions, post problems or give you feedback about your product or service.

Facebook is a very powerful tool. But just jumping on board and slapping up a page without a strategy will leave you and your page getting chilled from a lack of attention.

 

~ Drew

Don't plan the funeral yet - marketing is not dead!

As social media and all things digital/mobile become more mainstream, I've been seeing a rash of articles declaring that traditional marketing is dead. And this isn't from some hack with 12 blog readers.  We're talking  Forbes, Harvard Business Review and many other reputable publications have announced the passing of marketing.  

Here's what HBR had to say, in part:

Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they're operating within a dead paradigm. But they are. The evidence is clear.

First, buyers are no longer paying much attention. Several studies have confirmed that in the "buyer's decision journey," traditional marketing communications just aren't relevant. Buyers are checking out product and service information in their own way, often through the Internet, and often from sources outside the firm such as word-of-mouth or customer reviews.

Second, CEOs have lost all patience. In a devastating 2011 study of 600 CEOs and decision makers by the London-based Fournaise Marketing Group, 73% of them said that CMOs lack business credibility and the ability to generate sufficient business growth, 72% are tired of being asked for money without explaining how it will generate increased business, and 77% have had it with all the talk about brand equity that can't be linked to actual firm equity or any other recognized financial metric.

A few things to note:

1. It's ironic that publications that exist because of traditional advertising revenues are making a big deal out of this.
2. Didn't we say the same thing about radio when the TV came on the scene?
3. Aren't we painting marketing with a pretty wide brush?

Is marketing changing?  You bet.  Should it?  You bet.  But that hardly means it is dead.  It means it's evolving.

It's suggested that most consumers (both B2C and B2B) do about 60-70% of their shopping online -- BEFORE they ever contact the company or visit the store.  So is having a strong search strategy important?  Of course.

As smart phones become ubiquitious, can we ignore being ready for the mobile invasion in terms of our web presence, payment options etc?  Not if we want to stay in business.

But that doesn't mean marketing is dead.  Marketing's job is the same as it always has been.  Marketing's purpose is make sure your product, service or company gets on the short list.

Most people consider three options before making a purchase.  Whether it's a car, a toothpaste or a new accountant -- most of us have the capacity to study and consider up to three choices.

Marketing's purpose is to make sure that when your consumer is ready to start their consideration -- you're on the list of three.  If your marketing is really strong, it might trim that list down to two.  And if you're Apple or Harley -- your marketing and branding efforts may mean you're the only one on the list.  If they can't have you, they don't want anything.

Today -- with consumers doing more of their shopping on their own -- marketing, if anything, is even more important.  

What consumers are telling us is that they want our marketing to be less intrusive, more helpful and more accessible -- when and where they want it.  So that's the evolution we're seeing.  

But have no fear -- marketing is just as vital and valuable as it's ever been.

-Drew McLellan

 

Hunt down your brand advocates

Who doesn't love those customers who rave about us?  Every business -- big or small -- has fans. And those fans generate word of mouth buzz that is marketing gold.  Do you know who is most likely to be your brand advocate?  

Check out this infographic from BzzAgent to see if you can recognize your best prospects for recruiting and retaining those people who will shout your praises.

 

 

Your marketing resolution for 2013

I know, I know -- you're going to work out for 2 hours every day, quit smoking, volunteer every weekend and bring about world peace.

Tis the season for New Year's resolutions. They shouldn't just be about your personal life and they should be a bit more realistic than we tend to make them. 

As you think about what resolutions you might possibly make about your business for 2013 -- what if I told you that you could get everything you want from your customers?  Sounds pretty awesome, doesn't it?

It's actually not as difficult as it sounds.  I've often said that I wish marketing were more like rocket science because then I could sell the secrets for billions of dollars.  But the truth is -- marketing is pretty straight forward.  Here's the recipe for getting everything you want for your business in 2013.

Offer something of value for a fair price -- marketing can't solve anything if what you sell stinks.  Be awesome or shut down until you can be.

Have a plan -- it's better to do a few things well, than a ton of things every so often or half-baked

Be consistent -- marketing should happen every day, no matter how busy you are

Invest the most in your employees and current customers -- they've already bought and will keep buying if you make sure they know they're special.

Know what your customers actually want/need and do everything you can to get them there -- as Zig Ziglar used to say, "You can have everything in life that you want if you just help other people get what they want."

Stay the course -- don't let what your competition is doing pull you away from your own plan.

Be human -- we choose to do business with people and companies that we know, like and trust.  The more of your genuine self you extend to the marketplace, the quicker we can get to know, like and trust you. We can't get there through corporate mumbo jumbo.

That's it.  99% of businesses out there won't follow that simple formula.  Which is great for you -- because if you actually do, you'll be miles ahead.  Put the steps above into action and I promise -- 2013 will be a year to remember!

~ Drew

 

You need to go APE!

One of the most popular marketing tactics today is to really demonstrate in a tangible way that you are in fact an expert in your field.  By showing us, rather than telling us, that you really know your stuff -- you allow us to come to that conclusion all by ourselves, which makes it much stickier.

Some people are demoing their expertise through a blog or podcast. Others are guest lecturing or speaking at conferences.  But perhaps the most daunting and most coveted version of this marketing tactic is -- authoring a book.

As if actually writing the dang thing isn't intimidating enough, then you have to find someone who wants to rep it, be your publisher and then there's the marketing of the book.  No wonder most people say they want to (or are in the middle of one) write a book, but so few do.

I'm pretty sure that's why Guy Kawasaki and Shawn Welch wrote their new book, APE: Author, Publisher, Entrepreneur-How to Publish a Book. 

APE is literally a step-by step, oops, watch out for that land mine guide on how to write, publish and sell your own book. Authors Guy Kawasaki and Shawn Welch have written a tell all book that walks you through each step of the process. There's not a lick of theory or "I suppose" in this book. It is a nuts and bolts procedural that goes into incredible detail -- offering tons of resources, options and tools.

There are 29 chapters and 22 of those chapters start with the words How to. That pretty much says it all. From how to actually write to book to how to market your book -- it's all there.

The only people who won't be thrilled to see/read this book are CEOs of traditional publishing houses. If that's not you -- get a copy today and get your book out there tomorrow!

And let your expertise begin to show through!

 

~ Drew 

Don't let December pass you by

It's officially here. The holiday season. It's an odd 30 days. On the one hand, you're busy wrapping up the year. On the other, your head and heart are thinking family, shopping, spiked egg nog, snowflakes and the company party.

It's easy to get so distracted by the holidays that in a blink -- it's January 2nd and the last 30 days was just a blur of less than productive efforts.

Don't let December get the best of you. No matter how busy the last month of the year is your for business, you can get some big marketing projects both started and finished before the big ball drops in Time Square.

I wrote a post about the 5 Marketing To Dos to get done before 2013 and I want to elaborate on one of them here.

The 3rd item on that To Do list was:

Call it quits: Look back over the past 12-24 months. What’s the one marketing tactic that you have really dedicated yourself to but it just hasn’t caught on fire. This has to be something that you feel you really implemented well, thoroughly and can’t imagine what you could have done better. If you can say that and it’s not delivering results — it’s time to let it go. Make December 2012 the last time you invest in it.

It's so easy to keep doing something. Especially if you think it should work but it isn't yet. Or you've been doing it long enough that it's just habit. But that doesn't mean it's a good use of your resources. 

December is a great time to really be honest with yourself and your team. Be brutal as you go through your 2012 marketing efforts and prune those efforts that haven't panned out. But here's the criteria you should use to decide if it's time to shuttle the effort.

1. You've been doing it for at least 12 months
2. You're confident that you've done it well (best practices and all that)
3. There is no change in your business, industry trend etc. that suggests this tactic would be significantly more successful in 2013
4. It's not tied to other tactics that are working (you're not pulling the proverbial thread that unravels the sweater)

I hope you'll check out the 5 To Dos post and tackle all 5. But if you can only make time for one -- it's time to call it quits.

~ Drew

 

Marketing = purposeful story telling

No one is drawn to boring marketing. That seems pretty easy to wrap our arms around. But what makes for interesting marketing that consumers (B2B and B2C) would choose to listen to and act upon?

Everyone from Forbes to Seth Godin has been telling us so often that they've created a buzzword status for the idea of storytelling. And you'll get no argument from me. We need to tell stories to:

• Capture interest
• Communicate our expertise and offerings
• Create a sense of "they could help me" confidence
• Move someone to act

The trick is understanding what kinds of stories to tell (hint: they should be all about you!), how to tell them and where to tell them. 

The first step is to appreciate the value of story telling.  Check out this infographic on the power of stories. (click it to see it full-sized)

 

 

In my next blog post -- we'll take a look at how and where to tell stories.  So stay tuned!

 

~ Drew

Are you building your "friend of mine" awareness?

Last week, I was a speaker at the BOLO conference, which is a conference that focuses on helping agencies wrap their heads and hearts around all things digital.

It was a fascinating few days and one of the perks of being a speaker is that I got to listen to all of the other speakers.

One of the most thought-provoking was my friend Jay Baer, from Convince and Convert. Jay's presentation was sort of a mini preview of the book he's in the middle of writing on the power of  a phrase he coined -- Youtility.

If you've attended any of the MMG social media workshops or talks we've given over the last couple years -- you will recognize a common theme in Jay's thinking. We could not agree more!

Jay's core point was that as our personal and professional lives intertwine through social networks and our on and offline connections -- word of mouth becomes the new currency for buying market share. Jay suggested that we need to all have a strategy in place to move from top of mind awareness to what he calls "friend of mine" awareness.

Jay shared some great facts/stats that showed how "friend of mine awareness" is built on these truths:

• Our personal and professional lives are now woven together
• We are more distrustful of marketing spin than ever before
• We have lots of tools/tricks for tuning out advertising if we want to
• We now access 10.4 pieces of information before we make a buying decision
• We talk to a real person as a last resort (60% of a B2B buying decision is made by the time a sales rep is contacted)
• We act on the word of our "friends," be they people we've met or people we're just connected to online

I think it's time for you to look at your marketing plan. Which tactics help you connect to and share information (useful info… not sales info) with potential buyers?

If you can't rattle off a pretty good list, it sounds like it is time to revisit that marketing plan and start building in elements that will take you from top of mind to friend of mine status.

 

~ Drew

How social are you?

As social media continues to evolve our communications styles, expectations and channels -- businesses scramble to sort out how and where they should be active. There's a misperception that social media is the playground for companies that sell direct to consumers (B2C) but not businesses that target other businesses (B2B). 

So wrong. Many B2B companies are enjoying incredible success as they leverage social media and content marketing as a part of their media mix.  This infographic developed by InsideView spells out the specific channels that (as of today) are enjoying the  most B2B activity.

Part of what B2B companies need to realize is that it's not just about brand awareness or name recognition.  When used well, social is driving lead generation and sales.

Best of all -- social escalates the sales cycle and you can close the deal faster. Check out this infographic and then tell us -- where are your social efforts in relation?

 

~ Drew

When is bad good?

As you are looking at your product or service and identifying those elements that make it unique (you are doing that, right?) remember that sometimes what makes it unique is not an inherently good thing.

Which isn't a bad thing.

Confused?  

Take original flavored Listerine. One of the things that made it completely unique was its disgusting taste. Instead of explaining it away or ignoring it - they took the bad and made it good. It tasted bad because it was powerful enough to kill the germs. (check out this TV spot from the 70s with Judd Hirsch)

In fact -- they built an entire advertising campaign around how awful it tastes.

Look at your product or service a bit differently. What's bad about it? How can you use that attribute to your advantage?

 

~ Drew

Central Iowa -- don't miss Jason Falls!

All the big names are performing in Des Moines these days. Bob Dylan, "Book of Mormon," Def Leppard, Alan Jackson...

And Jason Falls. Of these... the one that will actually make you smarter, more money and get you out of the office is Jason.

Jason has written a couple of books (No Bull$%#^ Social Media and The Rebel's Guide to Email Marketing) and created one of the most popular websites devoted to digital marketing, Social Media Explorer.

Jason's going to be here in Des Moines next Thursday (August 30th from 1-5pm) and you won't want to miss him. (Register by clicking here)

During two 90 minute sessions led by Jason, attendees will learn how to use social media strategically, identify specific actionable goals, apply business discipline and proven best practices, stop fearing risks and start mitigating them, measure performance, and get results.

Not only will you get to meet Jason, hear his smarts... but you'll also be networking with Central Iowa's best and brightest.

So hurry up and register. Just like his book title says, Jason shoots straight and there will be no bull. You'll learn a lot, laugh a fair amount and leave with a To Do list that will help your business prosper.

 Full disclosure: Jason is a friend of mine. I don't get any money if you attend the event and Jason didn't ask me to write this. I just don't want you to miss out. 

~ Drew

Who is the average QR code user? You might be surprised!

In the second quarter of 2012, there were more than 16 million mobile barcodes scanned according to a new report from Scanbuy.

Among mobile barcode scanners, exactly half were aged 35 or older in Q2, representing a 22% increase from 41% share of scanners in Q1 and a 28% increase from 39% in Q4 2011. While an almost equal number (26%) of barcode scanners were aged 25-34 in Q2, this represents a big drop from 35% in Q1.

All the older age groups (35-44, 45-54 and 55+) showed an increase.

When it comes to gender, the people scanning the codes are still predominantly male. In Q2 it was 69% and in Q1 it was 68%. According to survey results released in February 2012 by BrandSpark International, in association with Better Homes and Gardens, although men and women report equal awareness of QR codes (77%), men who are aware of them are 75% more likely than women to have used one (28% vs. 16%) to access product information.

QR codes continue to grow in popularity and they might be perfect for your next effort.  Consider using one if you want to:

Enhance the user's experience: Many tech savvy museums, tourist locations, art galleries and other tours use QR codes to add audio commentary and video enhancements to their displays.

Digital notebook: Your customers are used to using their phone to record data they want to remember.  Why not let them trigger an email or reminder with a quick scan.

Let them grab some extra perks: Whether it's a free music download or some other digital asset, a QR code is an easy way to deliver some extras to your best or most frequent customers.

Provide real time data: Wait times at bus stops or other constantly changing data can be easily communicated through a quick QR scan.

But which are the most effective? According to the data from ScanLife’s “Mobile Barcode Trend Report Q2 2012,″ the top 5 marketer campaigns that generated the most scans were: contest; loyalty program; social media; app download; and video. 

No matter why you use a QR code, be sure the destination is optimized for mobile devices.  There's nothing worse than scanning a code only to be taken to a desktop site that doesn't present itself well on your smart phone.

 

~ Drew 

About the Data: The data in the Scanbuy report was pulled from the ScanLife Reporting Platform. It represents traffic from both 2D (QR) Codes and UPC barcodes. The 2D Codes scanned may have been generated on the ScanLife Platform or from 3rd party generators. The 2D barcode scanning traffic may come from either the ScanLife app or 3rd party apps.

 

Your brand should help you say "no" more often

Imagine being able to cherry pick only the best clients. It would be like sifting through a box of options and selecting the exact right fit. You get to by-pass the almost right choices and the "no way" offerings -- all in pursuit of the perfect fit.

That's what branding does for your company. You get to walk away from business. The wrong kinds of business. The wrong kinds of clients. The wrong kind of growth.

When your brand is focused and strong, you are boldly saying exactly what you're about and by default...what you are not about.

It's the most powerful and valuable aspect of branding, but it's also why most companies choose a superficial brand -- they're afraid of leaving money on the table. They don't have enough confidence to let the "almost good fit" prospects go.

As a business owner, I get keeping your eye on the bottom line and it's every business' responsibility to be profitable. But the way to maximize those profits is to stay in your sweet spot. Customers who don't align with your brand may bring you a short term gain but in the long run, they'll cost you every time.

If you tie up your resources, energy, staff and systems to trying to please someone that you ultimately cannot delight -- you don't have those assets to offer the exact right fit customers when they come along.

On the flip side, if you say no to the wrong fit customers -- pretty soon the right fit customers will begin to tell others about you and you'll just keep attracting more and more of your very best customers.

But you need to be willing to say no to the wrong customers, to make room for the right ones.

Are you brave enough to say no?

Handcuffed by perfection?

Lack of consumer knowledge. Inadequate budget. Sales team isn't ready.

There are lots of reasons that marketing gets stalled. But one of the most prevelant and dangerous reasons is perfection paralysis.

You've probably seen it -- the business owner or marketing decisionmaker can’t pull the trigger when it comes to marketing tactics. 

Something about the website, brochure or direct mail piece, etc. is a little off. "It’s just not quite right," they’ll say with a rueful smile. And so the team tries again — revision after revision.

What was that sound?  It was handcuff slamming shut. There's no escaping the hunt for perfection. In many cases, the piece never gets completed and marketing dollars slowly swirl down the drain.

In the meantime, their prospects and customers wonder why they're being ignored.

Here's the truth. Pretty darn good trumps perfect every time, if it means you get to market faster (or at all) with your message.

Next time you feel your team (or yourself) begin to stall a project because perfection paralysis is taking hold, ask yourself these questions:

1. Does it clearly communicate our key message? (no more than 2-3)
2. Does it offer some response opportunity? (website, e-mail, phone number, etc.)
3. Does it protect and respect our brand promise and look/feel?
4. Is it error-free? (typos, grammar etc.)

If you can answer yes to all 4 — give yourself 24 hours to tweak it if you want and then get it out the door.

Perfect doesn't exist so stop chasing it.

 

~ Drew

 

Sometimes you don't need the words

I have written before how a headline can make or break an ad. 

But that's only half of the one-two punch you use to get someone to read your marketing messages.

The visuals (photo, illustration, etc) that you use in your print ad, blog post or other marketing piece will also dramatically impact readership and memorability.  (what story does the photo on the right tell you?)

Here are some do’s and don’t of maximizing your visual's effectiveness.

• Look for story appeal. The man with the eye patch added mystery to the Hathaway shirt advertising for over 20 years.
• Be simple. One big picture works better than several smaller ones. Avoid clutter.
• Show the result. One exception to the one picture rule would be before and after shots. This is a great way to demonstrate product superiority.
• Don’t be afraid to caption your visual. Readership of captions scores very high. If you think adding a caption will really drive home your message – do it.

Your copy can really get into the nitty gritty of your product or service. But, first you have to entice the reader to your copy with headlines and visuals that grab their attention. Don’t waste good copy by mixing it with boring headlines or common visuals.

Instead, grab ‘em and keep ‘em!

What's the most striking visual you've ever seen on a marketing piece or advertisement?

 

~ Drew

Why would a mobile user be searching for you?

Picture it -- a potential customer of yours is out and about. Suddenly, something strikes them and they reach for their smart phone and launch their browser, searching for your business.

Why?

• Are they bored and wanting to read your team's bios?  I don't think so.
• Are they wondering if they can download a PDF of your sales brochure? Nope, not on their phone.
• Do they want to take your quiz, read your white paper or peruse you client list? No, no and no.

They need information. They want to know something specific. And it's probably specific to them being out and about. They might be looking for your phone number. Or your closest location or if you're even open.

Check out what this infographic is telling us. People are evolving how they access the web.  The desktop is losing ground while the mobile device is gaining.

They're on their phone, looking for you. What do they see?

And they're doing this looking while cruising down the road at 45 mph or faster. So what they really want are big buttons that say Call us or Locations or Fast FAQs. They want to be able to quickly and easily find exactly what they need without having to sift through pages and pages of web copy that works perfectly well on your desktop site but just makes the mobile experience more frustrating,

Have you checked out what your website looks like on a smart phone? You really should.  

You should also look at your Google Analytics to see how many of your web hits are coming from a mobile device and how those those mobile devices are staying connected to your site.

If you don't like the news -- maybe it's time to realize that while responsive and adaptive design is easy on you -- it's hardly easy on your mobile visitor.  

You need a mobile optimized website that is built with the browser in mind. Actually....that's what your potential customer needs.

~ Drew

Credit:  Infographic created by Frederic Gonzalo 

Is the romance gone?

Ahh, the wooing. The courtship. The attention. The expressions of heartfelt love. A belated Valentine’s Day post? Nope. Just a reminder of how you behaved as you were chasing that potential client.

You remember -- you thought about them all the time. You sent notes and you went out of your way to express your desire to be with them.

It was full on pitching woo.

Until you caught them. Then the romance was over.  No more flowers, candy, late night calls. Now it’s just business as usual. You call them when you need something. But if you're honest with yourself, sometimes when they call you -- you groan and let them go to voice mail.

If this sounds uncomfortably like you — don’t worry. It will all sort itself out. Because sooner or later -- they're going to be the object of someone else's desire....and because you don't make them feel special anymore, leave you behind.

When you lose that client to the competitor who woos them away, you can always turn on the charm and find a new one. And so on and so on…

Or, here’s a novel idea. Keep the romance alive. If you have great clients -- tell them. Appreciate them. A little woo goes a long way.

 

~ Drew

Integration is where it's at

We all know people who seem to have split personalities. They behave one way at work, one way on Friday nights and another way on Sunday mornings. I find it's difficult to trust people who don't live one, integrated life.

I think we react the same way to brands and companies. Part of what creates a sense of trust for us as consumers is consistent, integrated behavior.

That's one of the reasons we've always advocated for an integrated marketing approach. Your traditional marketing tactics should look and feel like they're coming from the same place as your Facebook page, which should match the way you answer your phones which should align with how you handle customer complaints and random tweets.  

It all needs to be seamless, work together and give me a sense of the holistic organization.

That's why I'm recommending people check out a book that is just hitting the shelves called Marketing in the Round by Goeff Livingston and Gina Dietrich. (click here to buy*)

This book is a must-read for every senior marketing, communications, and PR decision-maker.

It's not about social media. Or new (or old) media. It's media agnostic. No matter what media you use (and you should use several) it's about weaving them together so they are all stronger.

When you integrate all of your efforts (beyond marketing by the way) you get:

• Meaningful metrics and data
• Messaging that connects and moves customers and prospects to action
• Consistency that builds trust and trial
• Removal of clutter and unnecessary noise

This book is like a playbook. The authors get down to the details and show you how to make it happen. They cover strategy, tactics, research and metrics, and a wide array of media options. 

Read it with a pen and paper at your side so you can jot notes and ideas as you go. You'll be glad you did!

 

*Affiliate link

 

The best marketing tactic -- doing what you love

On this Sunday morning as some of you may be:

• Dreading Monday
• Scouring the want ads
• Dreaming of actually opening that business you covet
• Be whistling as you serve customers you love, doing work you love
• Or something in between

I'd like to remind all of you that we have choices. There's always another path. But everyone deserves to, as my friend Steve Farber puts it, "do what you love in service of people who love what you do."

Think that's not possible for you?

I challenge you to watch this TED presentation as you sip your morning coffee and then find a way.  

 

There's nothing more infectious than someone who loves their work and the people they serve. That's authentic marketing at its very core.  

I hope this inspires you to stop dreading Mondays and find work that speaks to your soul as well as your bank account.

~ Drew

Top 20 business blogs

Businesses – small and large – are always on the lookout for new tips and techniques on how to improve their business.  Blogs are an excellent resource for ideas, information and tips. 

If you're looking for a daily dose of smarts -- look no further than this list of top 20 business blogs, put together earlier this year. 

The blogs range from names everyone recognizes like Seth Godin, Tom Peters, Guy Kawasaki and Mark Cuban to some less known but very insightful experts like Steve Roesler. 

I'm honored that my blog, Drew's Marketing Minute is listed among these brilliant business leaders in the #15 slot.  

Why should you subscribe to these blogs and read them every day?

• Blogs are always fresh -- unlike a book or even a magazine, you're getting today's thinking
• Blog posts are usually short and sweet -- a dash of smarts in a couple minutes
• By reading a mix of blogs -- you get a mix of ideas (there's no one right answer)
• Reading good writing makes you a better writer (even if it's just email or a memo!)
• There's a reason why these blogs were selected -- consistent quality, engaging authors and usually -- a very active comments section so you can jump into the conversation

If you'd like to read more about these top blogs -- you can download a PDF (click here) and see which ones are a good fit for you.

Enjoy the good reads!

~ Drew

 

 

Your biggest marketing mistake might be in the office next to you

Hiring isn't easy. And even when you hire well -- sometimes people change.  A good employee can morph into a disaster over time.  (Rarely does it go the other way!)

And yet, we're terrible at recognizing when someone has to go.  The other employees see it before we do. Our customers see it before we do.  But we hang in there...hoping we can fix it. Or we dread the new search so much we delay the inevitable.

I have seen it said that the first time you think that you should fire someone... you should. I don't know if I would go to that extreme but most of us allow a bad apple to sour the whole bunch for way too long.

Our employees are a reflection of not only our company, but our company's values, beliefs and attitude about our customers.  If you're not happy with the message one of your employees is expressing -- maybe it's time to stop waffling and defend your brand -- even if it is from an inside attack.

The only saving grace -- you're not alone. I think most business owners and leaders would say they're too slow to fire.  Check out what that indecisiveness costs us.

by Mindflash. Browse more Business infographics.

 

Make a promise worth keeping

Most taglines used by businesses today are a cop out.  They feel good but promise nothing unique.

Creating and using a strong tagline takes real courage.  A tagline that will last for decades is one that makes a bold statement or promise.

So what do you need to consider as you evaluate your own tagline? 

A strong tagline makes someone take pause.  It might be the person it’s directed at like – Just Do It. 

Or it might be the employee who has to keep the promise – when it absolutely positively has to be there overnight.  

A memorable tagline should be a bit daunting.  That’s why it’s impressive.  If BMW has told us their cars were a nice ride, would you have remembered?  But who doesn’t want to drive the ultimate driving machine?  Talk about setting high expectations!

An enduring tagline is tied specifically to the product/service:  Another element of a strong, test of time tagline is that we connect it to the company who owns it.  We don’t remember it just because it’s clever.  We remember who said it.  Take this little quiz. Who told us “you deserve a break today” or promised us “we try harder.”

This is where the generic taglines about “our people” and quality lose their steam.  Who doesn’t believe they provide good quality and that their people are dedicated to their jobs?

A memorable tagline tells a story:  In a single sentence, we got the picture when Timex told us “it takes a licking and keeps on ticking.”  We can only imagine what might happen if forgot the warning “don’t leave home without it.”  

We learn through stories.  We teach lessons through stories.  And we buy and sell around stories.  It’s much easier for us to remember a story than straight facts.  Which is why a story telling tagline sticks.

A powerful tagline points out how the product/service is unique:  Who doesn’t know the unique advantage of an M&M?  They “melt in your mouth, not in your hand,” right?  The Marine’s tagline reminds us that they’re very choosy about who they let into their club.  “The few. The proud. The Marines” lets us know that there’s exclusivity to their brand.  

Everyone wants a strong tagline but most businesses are afraid to make a bold promise.  What happens if it doesn’t get there overnight?  Or if the watch breaks?

It’s narrowly focused concerns like that which lead to ineffective, anyone could say that sorts of taglines like “it’s our people.” 

Good marketers understand that a tagline is not an absolute.  It’s inevitable that you’re going to make a mistake or somehow disappoint a customer. 

But that’s part of the brand promise too.  How do you handle it when you fall short?  Smart companies have a well-defined plan in place for how to handle a situation when they haven’t lived up to their brand promise.  When done well – this “apology” can actually reinforce and amplify your brand promise. 

I’m not advocating messing up on purpose, but when handled well, it can actually serve to strengthen the relationship you have with that customer.

What tagline being used today really makes you stop and take notice?

 

~ Drew McLellan

 

 

Short is sweet

I just completed a 4-part webinar series for the State of Iowa's Tourism Division.  

When they first asked me to do it, we talked a lot about what structure would work best for busy marketing professionals/business owners.

Most webinars are 45-90 minutes long but we decided to try something different.  A 30-minute webinar. 20 minutes of presentation and 10 minutes of questions.  

At first, I was a little worried.  Could I pack enough hearty content into such a short time frame?

Turns out -- the answer is yes.  The short timeframe forced me to really hone in on key points and drive them home quickly.  There wasn't room for any fluff or less than stellar content. I also added a homework element so that they could be working on the content all week, in between webinars.

Based on the feedback from each of the four sessions, the participants loved that they could devote 30-45 minutes (I will admit, all of the question portions went longer than 10 minutes) to professional development and then get right back to work. They also liked that the content was chunked rather than provided all at once.

The chunking and shorter timeframes allowed them to absorb each element before taking on the next one.

I think we can take both lessons -- short is sweet and the power of chunking information and look for other places (your website, blog posts, brochures, sales documents, etc) we can apply them.

Where else might you use these techniques?

~ Drew

Can I feel your joy?

Let's face it -- we'd prefer to do business with people who are happy doing the work they do. Whether it's the shoeshine guy who whistles while he works, or the accountant who gets giddy at the idea of saving you some money on your taxes -- people who love their work are more enjoyable to work with.

I was flying home this week after a conference and walked by this Southwest Airlines gate. Who wouldn't want to fly with them?

So ask yourself a few questions to see if you exude that kind of passion for your profession:

1. Do you love what you do?
2. Do you love who you do it for?
3. Do they love what you do? (it's a two way street)
4. Do you show your clients that you're enjoying your work?
5. Do they know (how do you know they know?) you're excited to help them?

If you answered no to the first two questions -- you need to do some soul searching. Life is short.

If you answered no to the third question -- maybe it's time to re-think how you are earning new customers.

If you answered no to 4 or 5 -- do something about it. Let them feel your love and enthusiasm. I promise you, it's contagious.

~ Drew

Do you know how to innovate?

As our world moves quickly away from the Industrial Age into this Technology/Idea Age -- we're being called upon to build something very different than our parents or grandparents did.

Our generation is being asked to create ideas, technologies, new solutions to age old problems -- all of which require us to be innovative.

What does that actually mean?  It means coming up with something new, being creative, coming at problems in a fresh way.  In business it means finding better ways to be valuable to your customers' lives.

A lot of people believe that they're not creative or they can't do that sort of work.  I think that's rubbish.  Everyone has it in them to find new answers.  Or even to ask new questions that lead to new answers.

How do you do it?  I might suggest you read a book I just finished called Innovate Like Edison by Sarah Miller Caldicott. (click here to check out the book*)

In this book, Caldicott identified the five competencies of innovation and then tells stories of how Thomas Edison (said to be the world's greatest innovator) and many modern day thinkers/business leaders exemplified these skills.

They are:

1. Solution-Centered Mindset: Keeping an unwavering focus on finding solutions. 
2. Kaleidoscopic Thinking: Juggling multiple projects, generate many ideas and then make creative connections or discern patterns 
3. Full-Spectrum Engagement: Managing and balancing a massive workload with social life, family and other obligations.
4. Master Mind Collaboration: Multiplying individual brain power by bringing the right people together.
5. Super-Value Creation: Targeting all creations to an existing market and provide value to potential customers.

Before you poo poo this as something you don't have to worry about -- consider this recent quote from Seth Godin.

“For 80 years, you got a job, you did what you were told and you retired. People are raised on this idea that if they pay their taxes and do what they’re told, there’s some kind of safety net, or pension plan that’s waiting for them. But the days when people were able to get above average pay for average work are over.

If you’re the average person out there doing average work, there’s going to be someone else out there doing the exact same thing as you, but cheaper. Now that the industrial economy is over, you should forget about doing things just because it’s assigned to you, or “never mind the race to the top, you’ll be racing to the bottom.”

Whether you own the business, push a broom at the business or both -- the world has changed and is demanding that we keep pushing to the top or get out of their way -- because they're going to get there with or without us.

So... looks like it's our time to decide.  Innovate or Irrelevant.

- Drew McLellan

*Affiliate link

Learn about marketing lagniappe

Those of you who've been in Des Moines for awhile are probably familiar with The Lagniappe, a store located in Valley Junction that sells art, jewelry, gifts and in the last few years, has added the rooftop wine bar.

If you've bought anything there you know that they always toss a little gift or something extra into your bag at the check out.  That's lagniappe.  

The word came into the rich Creole dialect mixture of New Orleans and there acquired a French spelling. Today, it denotes a little bonus that a friendly shopkeeper might add to a purchase. By extension, it may mean "an extra or unexpected gift or benefit."

So what is marketing lagniappe?  That's the question author Stan Phelps posed when he started looking for 1,001 stories of businesses that went above and beyond and did a little something extra for their customers.

The result of his two year search is the just launched book What's Your Purple Goldfish?  As you might expect from an author who has spent 24+ months studying a business model where you give a little -- Stan has made it possible for you to get the book for free. (see below)

This book is more than just a collection of stories.  It is a playbook for your business.  I guarantee you, among the many examples -- you will find plenty to riff off of for your business.  

At MMG we talk a lot about the power of word of mouth.  There's just nothing more influential than having someone you know and trust endorse a product, service or person.  But...people seem to think that just magically happens.  Well, it does not.  You have to be remarkable enough to generate that buzz -- and that doesn't happen by accident.  

This book will help you teach you about the spirit of marketing lagniappe -- and how to bring it to life for your customers.

To get your FREE PDF of the book. Download and read the book here on Scribd. If you enjoy it, Stan invites you to share it with others freely.

If you'd rather have an ebook version (click here to buy) or the paperback (click here to buy) you can do that too.

Either way -- you'll be glad you did.  I promise.

P.S.  I was delighted when Stan asked me to write the forward for this book.  If you'd like to see what I said -- click here.

- Drew McLellan

Your team is your best marketing tool

If you want a powerful, profitable company — create a powerful team.  If you want to create love affairs with your customers — create a passionate team.  If you want to leavea legacy — create a committed team.

Your team.  Nothing reflects on a business owner/leader more than the team they build around them.

So in this world of disposable everything — how do you, with genuine intention, bring that mythical team to life?

Let them have a voice:  There are few things more frustrating than having no control over your environment.  Whether it's how to handle summer hours, what charities your company will support or how a customer service policy should be amended — ask them.  Ask them and listen.

At MMG, 90% of the company decisions are made collectively.  I toss the problem/opportunity on the table and we talk about it.  When we think we've covered all the bases, we find consensus and move forward.  About 10% of the time, it's a decision I feel I have to ultimately make — but I want the team's input first.  So I ask.  And listen. 

Don't be afraid to use the "L" word: My friend Steve Farber teaches us in his brilliant book Radical Leap that the word and the emotion love belong in business.  That there's nothing wrong with loving your team, your clients and your work. In fact, I'd worry if you don't.

Make it mean something:  I don't care what you do — it has a higher purpose.  Jim Collins calls it a big, hairy audacious goal. A true BHAG is clear and compelling, serves as unifying focal point of effort, and acts as a clear catalyst for team spirit. It has a clear finish line, so the organization can know when it has achieved the goal; people like to shoot for finish lines.  If you don't have one….your team needs you to create one.

Celebrate the big and little wins: This doesn't have to be "send the sales force to Vegas" sort of celebrations although there's nothing wrong with those either.  It can be as simple as gathering everyone together for a quick high five.  At MMG, we have a drum that when someone has big news (new client, big project successfully completed etc.) — we bang the drum and everyone comes to the conference room to hear what's up.  It's about taking the moment.  (And we're not always good at it either, so cut yourself some slack…but make it part of your culture!)

Thank them in surprising ways: Again — this doesn't have to be a grand gesture.  Part of the fun of it is the surprise element.  One of the goofier ones that I've done is this simple.  Go buy gift cards for various places (iTunes, restaurants, your local grocery store etc.).  Get enough so you have one for each person on your team.  Then go buy the same number of Pringle's cans of chips.  On the bottom of each Pringle's can — write a number 1- how many ever you bought.   Spread the gift cards all over the conference room table and put all the Pringle's cans in the middle of the table, so no one can read the numbers.

Call in your team and tell them (with love) how proud you are of them or congratulate them on some client accomplishment or whatever.  But…set the mood and tell them why you're doing this.  Then, let each person randomly pick a Pringle's can.  Whoever got the #1 can gets to pick among the gift cards first, etc.

It will take you 10 minutes, but they'll remember it for much longer than that.

Bottom line — building a rock solid team doesn't happen by accident.  It is borne from love, gratitude and sharing a vision that matters.  The good news is — it costs very little and the rewards for you, your team and your clients — is huge!

 

~ Drew

 

What will 2012 bring?

In December you can count on snow, nostalgic looks back over the year and the inevitable predictions for the future.  One of the more interesting trends that seems to be garnering quite a bit of chatter is the notion of screen time and how touch screens are going mainstream.

Check out this video by Corning on how we're going to interact differently with glass.  Some of this may seem pretty far out there...but it's right around the corner.

 

 

Did you notice how many different ways there were to communicate in this "new" world?  And how many of those could be commandeered for marketing messages?  Pretty soon we'll be using them to order at restaurants, customize merchandise and interact with billboards.  You'll even be able to watch live sports while you grocery shop. (check it out here)

What does all of this mean to the average business owner?  It means that technology is continuing to change consumers' expectations and experiences.  And you need to start asking yourself these sorts of questions if you don't want to be left behind:

1. How can I leverage interactive screens/technology to serve my clients better?
2. Can we gain efficiencies by replacing human operated systems/processed with interactive programming?
3. How could I capture some of the screen real estate my customers look at every day by offering something of unique value?
4. Are there elements of my clients' online experiences that I could bring into my/their physical space?

While some of this still feels a little Jetson-esque (if you're under 30, Google it), it's actually right around the corner.  And there's market advantage to be had by those who are smart enough to jump on this moving train.

~ Drew

Marketing is about measuring

Okay, I will admit that one of the reasons I majored in journalism and psych was because they didn't involve math.  I don't like math one bit.  

But…if there's one thing I've learned in almost 20 years of owning and running a marketing agency -- math matters.  Actually, not all math matters, but measuring matters.

The idea of measuring marketing efforts or ROI is becoming widely accepted as a necessary business practice, but truth be told -- few do it well or consistently.

I think the reasons are pretty straightforward.

We don't know what to measure:  Believe it or not, many businesses aren't sure exactly what results or responses equate to business success.  Sure, it's easy to measure gross sales.  And that's the yardstick most businesses use to gauge their efforts.

But is a $5 million company successful?  The quick response is -- well, heck yes.  But if their costs of goods sold is $5.3 million, the answer is a big fat no.

Sales, profits etc. are pretty self explanatory.  But should a company be measuring percentage of repeat business?  Retention of key employees?  

For measurement to be effective, it has to align directly with the measurable objectives that you’ve set. (You've done that, right?) Those measurable objectives should be specific, measurable, actionable, realistic, and time specific (following the SMART methodology), and directly correlate to your organization’s big-picture goals.

If you haven't defined success -- it's pretty tough to measure how close you are to achieving it.

We don't consistently measure:  Another mistake many businesses make is that they talk up a big game in terms of benchmarking or tracking but in practice, they are sloppy, inconsistent or they get out of the gate going strong but three months into the effort, they get busy and all of a sudden, the metrics stop being gathered.  

Why?  Because it's not as important as ______.  Doesn't matter what you fill in the blank with -- if measuring your efforts isn't valued at your organization, you will not do it consistently or well.

We measure in silos:  Effective measurement rarely sits within the confines of a single metric, but rather in a combination of metrics that helps illustrate progress toward a goal. For example, website visits or the number of Facebook fans you have as stand alone data doesn't tell you much of value. Metrics gain meaning when they’re woven together to help you gain insights, not just excel chart fodder.

Odds are, no single marketing effort stands on its own.  If you're doing it right, they are constantly cross promoting and connecting to each other.  Your blog should encourage newsletter sign ups.  Your presentations should include a white paper download offer.  Your print ads should have a QR code that links to a YouTube video, demoing your product.

So don't just measure one thing.  Measure in bundles so you can see how your inter-related tactics are or are not working.

If you want to create effective marketing and you want to be able to document and defend your budget and how it is serving your organization - you'll need to make a commitment to measure what matters. 

Which of course requires you to:

• Know what matters (match measurement metrics to organizational goals)
• Measure every day (consistently measure to set your benchmark and truly monitor progress)
• Measure in bundles (by measuring a blend of metrics -- you will see patterns, trends and upcoming opportunities)

So break out your calculator and get counting!

~ Drew

Can you crowdsource a crowd pleaser?

 

 An example of crowdsourcing (see Old Spice story below)

One of the more interesting phenomenons that has come out of the social media space is a resurgence in crowdsourcing.  It's really a new tech way of brainstorming or group decision making.

Brands are using crowdsourcing in some pretty smart ways.  See if you can steal one of these models for your company.

Crowdsourcing to inspire word of mouth:  Colgate's Smile campaign was designed to get people sharing stories and pictures.  Faebook fans were invited to upload pictures of their "colgate Smile" which were then used in collages on outdoor boards across the country.

Who is not going to go looking for their picture and then show everyone they know the billboard they're on?

Crowdsourcing to influence opinion:  Dominos decided to live stream their consumer's comments on a billboard in New York City's Time Square.  They didn't sanitize or edit the comments so they were applauded for their bravery and bold efforts.

This coincided with their pizza turnaround campaign --which set out to make a tastier pizza.  People were impressed with Dominos willingness to actively seek feedback and sales increased by double digits as a result.

Crowdsourcing to get your audience emotionally invested: Old Spice decided to spice things up by introducing a new Old Spice guy -- Fabio.  People went nuts, protesting and then Old Spice invited consumers to vote between Fabio (new guy) and Isaiah (original model in the campaign).  Fabio lost by a huge margin but interestingly enough -- they're still going to make the switch.

Even more telling (and surprising) was that most of the flack against Fabio came from the men in the crowd.  Time will tell how consumers will react when Fabio nudges Isaiah aside.

So -- how could you leverage this idea of crowdsourcing to get your customers, prospects, employees or other stakeholders to play along with you to promote your product or service?

~ Drew McLellan

What does your perfect customer look like?

We’ve talked before about how no one is a demographic.  But usually marketing plans  define the brand’s target audience as "moms, 35-50" or "men, 25-54."  I particularly love the 25-54 demographic. 

When I think about what I was like at 25 and how I am today — those are two completely different men.  And I’m only 48.  But I wouldn’t talk to or market to the 25 year-old Drew in any way, shape or form like I would the 48 year-old.

So relying on wide range demographics really promises that we’re going to either have very vague messaging or we’re going to leave out a portion of the group.

So what if instead, you got very specific. Down to an individual.  Some would call this a persona.  That’s okay by me too.  The point is…think past ranges and sweeping generalities.  Get focused.

Create the profile of an individual who you believe is the perfect fit for your offering.  Down to the nitty-gritty details.  What would an entry in their journal look like?  What are they like in the morning?  What is their guilty pleasure?  What’s their go-to password?  Where’s their dream vacation?  Use research to guide you, but let your insight and intuition take you where the research cannot. 

Make sure this is multi-dimensional.  Use images, sounds, music, smells.

While you’re doing this so you can better understand how this person intersects with your product, service or brand — don’t let yourself get boxed in.

Explore the sum total of them:

• Their daily routines
• What they worry about
• Who matters to them
• How they dress
• Where they shop
• Which brands they advocate for
• How they unwind and socialize
• How they dress/what they’d never be caught dead in
• What causes matter to them?
• Their favorite movie, music, books

You can go on and on…

Now, begin to describe why this person is absolutely ideal for your product, service or brand.  What it is about them that makes the match perfect? 

As you begin to do this, you’re going to start to get ideas.  Ideas of where to reach this sort of person.  Ideas on what will matter to him/her.  Where’s their watering hole — where do they hang out?  You might wonder what would turn them off about your packaging or pricing structure.  Where would you find and be able to communicate with a whole bunch of them?   How could you find a few and ask them to react to a new business strategy or product tweak?

All of a sudden….you’re going to be thinking in a fresh, new way and find paths you hadn’t explored before.

Have you ever used this technique?  Did it shift your thinking?  What made it work or not work for you?

 

~ Drew

Draw me a picture?

Think for a minute of your favorite storybook from your childhood.  Imagine it in your head.  I'm guessing that what you saw weren't the words, but instead you saw the illustrations or pictures that went along with your favorite tale.

As human beings, we're drawn to visuals and from the time we were old enough to listen to our first stories, we've been taught to gleen meaning from them.

Combine that with the popularity of USA Today like graphics and charts and it's easy to see how infographics have become so popular. 

An infographic is a graphic visual representation of information, data or knowledge.  They can cover any topic but are often used to show relations between inidividual points of data.

Infographics can be a pretty powerful marketing tool as well.  And they're certainly not going anywhere. You can use them to define a process, show results, compare products or put context to complex ideas.

There are three key advantages to using inforgraphics in your marketing/sales efforts:

• They increase understanding of complex issues
• They increase recall of details, points of difference
• They're easy to share, pass along

 Why not let your prospects (and customers) give you a boost by passing along your inforgraphic, which of course also contains your contact information?

I'd challenge you to look through your sales materials, marketing tools etc. to see if there's a natural story that could be told visually through an infographic.  

I think you'll be surprised at the potency of this marketing tool.

~ Drew

Will 2012 be the year your business gets smaller?

There are many ways a business can get bigger -- more customers, additional sales, staff size or even in product or service offerings.  Growth in any of these areas can result in bottom line growth as well. 

All good, so far.  But, bigger isn’t always better. 

One lesson that we can take away from the recession’s aftermath is that there’s incredible benefit in staying focused on your company’s sweet spot.  Knowing what you do best (both in terms of results for the customer and profitability) allows you to hunker down and spend every resource as efficiently as possible.

It seemed like those organizations that were spread too thin or tried to be something to everyone really got thrashed around when the economy tightened.  

That lack of brand vision and bad habit of taking on clients they couldn’t serve profitably ended up costing many businesses a significant amount of money and in some cases… it shut them down.

Especially when times are lean, it’s very tempting to chase dollars even if they’re outside your normal scope of services.  After all, a dollar is a dollar, right?  But that bad fit will inevitably cost you time and money.  And the biggest loss of all is that it takes your proverbial eye off what you do best.  

It takes a very savvy businessperson to be disciplined enough to not stray outside of their core competency. That’s not just smart business, that’s smart marketing.  How can you differentiate yourself or be seen as an expert, if you do everything?  

As you begin to do your strategic planning for 2012, is it possible that you could grow your business by being smaller? What if you said “no” to work or clients that took you out of your sweet spot? 

Maybe it’s worth trying on for size.

~ Drew

Want to be an expert in your field... write like one!

Especially in today's information age, we value professionals who have achieved a high level of expertise and knowledge in their chosen field.  

Sometimes, when you don't know how to assess someone's skill level (i.e. I don't get cars, so I have no way of recognizing a good car mechanic) you look for clues.

One of the most tried and true clues is -- if they've written a book on a particular subject, odds are pretty good that they're an expert.  It's human nature to give those people their proper due and assume that they really are at the top of their game.

Several well known Central Iowans have penned excellent business books.  You should check them out:

The Personal Side of Leadership by Marty Baddeloo, CPA (click to buy the book)

Marty uses his decades of work experiences as a leader and now a coach to teach his readers about the Triangle of Leadership and your role in making all three sides stronger! The book is full of stories, lessons and points to ponder.

Ignite! by Mitch Matthews with visuals by Jocelyn Wallace (click to buy the book)

Part storybook, part workbook and full on inspiration -- Mitch reminds us how to uncover and clear the cobwebs off our dreams and ignite our passion for chasing them.  Jocelyn's beautiful art direction and photography are eye candy that teach and fan the flames.

Winning the Money Game by Adam Carroll (click to buy the book)

Adam's passion is to teach young people (college and young professionals) how to take control of their money so they can have the life they want and deserve.  This book outlines how to make that a reality.

SWAT by Timothy L. Johnson (click to buy the book)

Tim's third book deals with how systems can make all the difference on any team. Written as a business parable, this story pairs up Toby the reluctant business leader and his friend a SWAT commander.  A really fresh way to explore what could potentially be a dry topic.

And that's just scratching the surface.  Several other Central Iowans have also graced bookshelves with their smarts. (Feel free to list some in the comments section).

Not only do you get some instant cred as a published author but there are several other benefits from writing a book:

• It becomes an instant leave behind or direct mail piece (think of it as a really thick business card!)
• It may lead to speaking opportunities or consulting gigs
• If it sells well, you can leverage it into a second book
• You get to swear a smoking jacket and smoke a pipe  (okay, not every author will opt for this!)

So how about you?  What's your area of expertise? What story could you tell that would be of benefit to others?  Think it can't be done? 

Just scratch out an outline.  Take that first step.  We're ready to read what you have to say!  And believe me, it will be good for business!