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Marketing Thoughts From The Creative Team At BusinessVoice

Archive for the 'Marketing Thoughts' Category

ALL MARKETERS ARE LIARS

Tuesday, August 26th, 2008

No, this isn’t a rant about ethics. The provocative title is that of a fascinating book by Seth Godin that offers a different approach to success in marketing. Simply stated, Godin thinks that the best marketing tells the right story about a product or service to fit the consumer’s view of life. You’re not being untruthful, just very subjective about how you position yourself. He calls this kind of storytelling “lying,” but he smiles when he says it.

In a companion piece to the 2005 serialization of the book in Fortune Small Business Magazine, Godin says the best marketers use compelling stories that are authentic and original:

Marketers (and all human beings) are well trained to follow the leader. The natural instinct is to figure out what’s working for the competition and then try to outdo it–to be cheaper than your competitor who competes on price, or faster than the competitor who competes on speed. The problem is that once a consumer has bought someone else’s story and believes that lie, persuading the consumer to switch is the same as persuading him to admit he was wrong. And people hate admitting that they’re wrong.

Instead, you must tell a different story and persuade listeners that your story is more important than the story they currently believe. If your competition is faster, you must be cheaper. If they sell the story of health, you must sell the story of convenience. Not just the positioning x/y axis sort of “We are cheaper” claim, but a real story that is completely different from the story that’s already being told.

When it comes to your marketing, are you simply following the lead of others in your field? Could you create a unique story about why customers or clients need and want your product or service? Marketing like this can help you stand out from the competition — and that’s no lie.

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IN THE KNOW

Monday, August 11th, 2008

Reading: it’s something you learned to do a long time ago. (I can barely remember learning the alphabet and how to sound out difficult words.)

When I was a kid, Nancy Drew and the Hardy Boys were some of my favorite characters. I would stay up late at night, hiding under my covers with a flashlight just so I could finish one more chapter about them.

That enthusiasm waned a bit as I got older. Magazines replaced books and television replaced newspapers.

But reading is important, and not just for enjoyment. It’s important for success on the job too.

Think about your industry. How do you find out about trends or breaking news? Where do you turn to learn about new technology or applications? Do you have clients? How do you learn about what’s happening in their industries?

In our office, nearly everyone subscribes to several e-newsletters. Some are about marketing, like AdAge and MarketingProfs; others have a telecommunications focus. We also subscribe to client-specific items, such as health and sciences RSS feeds for our healthcare clients, or FMI daily Lead to keep abreast of changes in the supermarket industry.

A quick Internet search can yield a lot of great information, and most of it’s free. And don’t forget about the blogs! Your peers, clients, and even your competitiors are writing content that you should be reading.  

Yes, reading takes time, but the reward is being well-informed, and that puts you and your company in a better position to succeed.

Build some time into your day for reading. Peruse industry blogs while you enjoy your first cup of coffee. Scan newsletters for pertinent headlines before you zip off to lunch. And since you don’t really get anything done after 4:30 anyway, take the last half hour of the day to catch up on industry gossip.

 

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DON’T BE A GREENWASHER

Friday, July 18th, 2008

In a recent article and marketing tip we cautioned against greenwashing, the practice of overstating a product’s or company’s positive impact on the environment. Here’s more on the subject from a piece in the New York Times:

“With everyone from oil companies to dishwasher makers to banks trotting out their environmental credentials, complaints about greenwashing, or misleading consumers about a product’s environmental benefits, have risen.

The Advertising Standards Authority, an industry-financed group that monitors ad content in Britain, said it had received 561 complaints from consumers about green claims in 410 ads in 2007, up from 117 complaints about 83 ads the year before.

As regulators work out their response, bloggers and other Internet critics have already started to expose what they see as greenwash advertising.

According to Mike Lawrence, executive vice president for corporate responsibility at Cone, a brand strategy agency in Boston, the problem occurs when marketers make exaggerated claims about a product’s attributes, which may be fine when selling toothpaste or vacations. Most people probably know that the toothpaste will not actually make their teeth sparkle or help them get a date.

But when a company says its product will improve the environment, consumers can sense if the claim is puffed up, Mr. Lawrence said. “This can really backfire with environmental advertising,” he said.

To address this problem, agencies are advising marketers to avoid vague and unsubstantiated claims — the kind that bloggers and other critics are quick to pounce on. Instead, they suggest pointing to a specific step the advertiser has taken or asking consumers to take a small but concrete action.

For example, Procter & Gamble, which makes laundry detergent, has been running a campaign in Britain that urges consumers to conserve energy by washing clothing at 86 degrees Fahrenheit rather than at higher temperatures.”

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MR. POTTER’S THEORY APPLIES TO MARKETING TOO

Thursday, June 26th, 2008

In the movie “It’s a Wonderful Life,” Mr. Potter - the local Scrooge - reminds the main character, George Bailey, that, during the depression, he and George were the only people in town to keep their heads. When everybody else was panicking and selling off assets at a loss, the two of them were calmly riding out the storm…and they emerged from the depression better off for it.

That same logic also applies to marketing during today’s tough times. You could panic, lay off your company’s marketing staff, and hide your money under the mattress. Or you can look beyond the next few quarters and see that smarter marketing is actually what’s called for. This is a topic we’ve covered before, and in her latest e-newsletter, Marcia Yudkin adds to the conversation. She writes:

“During a recession, scared businesses tend to cut back on marketing expenses. This appears to be the smart bet. After all, most customers have become more cautious about spending. So why not conserve your resources, wait out the downturn and have funds to spend when the economy picks up?

In fact, smart businesses expand during a recession because they know there will be a shakeout caused by the scared businesses shrinking.

During any recession, there are always more than enough clients out there to keep you busy if you continue to market, and market smartly. Capitalize on your strengths.

Make the most of your business relationships. Create or revive programs that enable customers to move ahead.

Above all, stay upbeat, putting the dynamics of self-fulfilling prophecies in your favor.

If you behave like the scared businesses, or target them, you will contract. If you market to the smart businesses during a recession, you will continue to prosper.”

Just as George Bailey did.

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AS THE MARKETPLACE TURNS

Friday, June 20th, 2008

In times of economic struggle, business slows down. For some companies, hard times lead to budget cuts, lay-offs, even closure. When the economy rebounds, the companies left standing are stronger for the struggle. 

In times like these, it’s important to position your business to be on the top of the heap when the economy turns.

But how?

Shift your strategy.
Instead of growing your customer base, which is tough to do in a slow economy, concentrate on customer service and penetrating your existing customers. New customers are expensive to court, and the ROI isn’t apparent until they become regulars. Your current customers will generally spend more with you, and they’ll appreciate the attention.

Shore up your marketing.
Prepare your company for the eventual turn-around. Spruce up your website and prepare it for new visitors. Develop an innovative product or service. Create an email campaign to re-introduce your business to your customers. Companies who prepare won’t get caught with their pants down when business picks up.

Hone your processes.
Can you think of 1 process you have in place that’s a complete waste of everyone’s time? Evaluate your internal systems and trim the fat. Get rid of antiquated processes and implement more effective tools. You’ll find yourself more productive in no time.

Focus on your team.
It may smack of cheesy corporate retreats, but you don’t have to do the “trust” exercise to achieve team unity. Promote open communication on all levels. Encourage your staff to job-shadow each other to foster understanding and cooperation. Organize a company outing. (Business is slow, so you’re not losing much by closing the doors for a day and heading to the beach or to your neighborhood bar for a little co-worker camaraderie.)

Whatever you do, don’t put your head in the sand and wait for things to get better. With ingenuity and passion, all things are possible.

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ADVICE FOR YOUNG CREATIVES

Monday, June 9th, 2008

A few years back a friend asked me to talk with her college-bound son, Jacob, about his chosen field of study - video production. She wanted me to share some of my broadcasting / marketing / creative experience to give him an idea of what to expect in the dreaded “real world.”

I wanted Jacob to be able to take something tangible away from our conversation, so I also wrote out my thoughts and printed them for him. A few recent experiences reminded me of that list, and I thought it might also be helpful for others in high school or college considering a career as a Creative.

*****

1) Talk to as many people in your industry and related industries as possible. Most people will be happy to tell you about their professional path, especially with someone who is really interested in what they do.

- Get lots of input about good and bad aspects of the industry.
- Which aspects of the work / industry came as a surprise to them?
- What have they found to be some of the keys to success?

Keep in mind that there’s never just one way to do anything, so don’t accept all input as gospel. Take the nuggets that work for you, plus those points that seem to be common among all your sources to find the “truth,” and use that information to plot your own course.

2)
Use your summer vacations to pursue work and/or internships in your chosen field. You may need to volunteer your time for the chance to work in the field, but you will…

a) Start to build relationships and a network within the industry. (So often it’s not what you know but who you know that gets your foot in the door.)
b) Learn things on the job you won’t learn in a textbook.
c) Gain valuable insight into how to find employment in your industry.
d) Learn the standards and what is expected of you in that industry.

The knowledge and experience you’ll gain will be more valuable than any money you’ll make at a typical summer job.

3) Whether you want to be a writer, photographer, graphic designer, animator or any other type of Creative, save your work a) for your portfolio / demo, and b) to learn from it. You’ll need to provide examples of what you can do throughout your career, and it’s much easier to pull from work you’ve actually done than create samples specifically for a job interview.

Also, looking back on your body of work allows you to see if you’ve grown artistically and skill-wise. At least in the early stages of your career, you should be able to look at a piece you did five years ago and be embarrassed by it. That shows you’ve improved.

4) Nobody owes you anything. Not a great salary. Not great benefits. Not even a job. As someone who hires young writers and voice talent, I can say there’s not much more frustrating than an unproven employee who feels he €œdeserves€ this or that because he’s accepted your job offer. Be prepared to earn your money, your reputation, and the privilege of doing something you love for a living. That can mean putting in the hours and doing the work no one else wants to do. But now’s the time to do that - and learn from it - when you’re young and don’t have the responsibilities of a family.

5) Be prepared for change. In the last 15 to 20 years, technology has brought about changes that most people could have never imagined just a few years prior. And change is only occuring faster these days. What you think you want to do for the rest of your life may not be at all what you end up doing. The broader your education and experiences, the better prepared you’ll be to handle the future, and the more you’ll be able to bring to your work.

6) And perhaps most importantly, if you don’t enjoy your work, do something else. No amount of money is worth being miserable forty or fifty hours a week. Life is too short to do work that’s unfulfilling and of no value to you. So, have fun and love what you do.

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SERVE UP MORE SALES THE RESTAURANT WAY

Thursday, May 29th, 2008

Good marketing advice is like a quality food ingredient — there are lots of ways to use it in any “menu” of service. Take this tidbit that comes to us from Roy Bergold in his column on Fooodservice.Com. The topic — how to increase sales at your restaurant:

It’s called Path of Least Resistance, or POLR. Always think POLR. Look for the easiest way to raise sales. Harvest the tree from the bottom. Do it the smart way.

With POLR in mind, turn your attention to your current customers. After all, they already come to you. They will be easier to get one more visit from. But how? Talk to them, find out what they want.

Usually it’s rewards or excitement. Rewards could be anything from a free coffee once in a while to a frequent-dining club. Maybe they have never tried your breakfast; they only come for lunch. Maybe they only come during the week and never thought to come on the weekend. After all, we are creatures of habit. Give them a reason to amend their habits.

OK, maybe you don’t serve food, but you probably have customers or clients who can do more business with you. Use Ray’s advice to talk to them and find out what they want. And give them a reason to change their habits. Need more advice on battling a business slump? Here are questions that may lead you to the answers you need.

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NEW TECHNOLOGIES MAKE IT TOUGHER TO REACH AN AUDIENCE THROUGH TRADITIONAL BROADCAST CHANNELS

Friday, May 9th, 2008

People who own DVRs (Digital Video Recorders) and access television programming online watch fewer commercials. A lot fewer, according to an Adweek article by Brian Morrissey:

“The TV industry often touts the fact that DVR owners watch more TV than those with only ‘live’ programming. Yet DVR viewers frequently skip the commercials. Over 50 percent of respondents said they ‘always’ fast-forward through commercials, and another 36 percent said they skip them at least three-quarters of the time. Fully 85 percent of respondents said they watch fewer commercials since they got their DVRs.”

Traditional radio is struggling with the same problem. Satellite radio and music services, along with the iPod and similar devices, have made it much easier for listeners to actively avoid, not just radio advertising, but its programming as well.

These examples serve as another argument for intensifying the focus of your marketing messages on existing customers. Concentrate your marketing efforts on an audience that’s more open to what you have to say, not those trying to avoid your message. Those folks already in your database don’t need to be convinced that you’re a fine, upstanding company. They already know it.

Chances are good, though, they don’t know everything you can do for them. So work to educate them about all that you offer with the intent of increasing customer share, not market share. You can do this easily with On Hold Marketing, TeleGreeting and Point-Of-Purchase Audio. These tools allow you to communicate cost-effectively with your captive audiences - those that can’t change channels or fast forward: your callers on hold and the shoppers in your store.

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HONESTY IS THE BEST PHILOSOPHY

Wednesday, May 7th, 2008

Do you remember when you were growing up and your parents used the old adage “honesty is the best policy?” And when you told the truth you were thanked for your honesty, but punished for the bad deed that you had to be honest about?

Well, times have changed a bit. Honesty is still the best policy, but in business it’s how you deliver the truth that counts.

The Get to the Point newsletter I receive daily from Marketing Profs pointed me to a favorite blog, The Church of the Customer. In an April posting, Jackie Huba tells a great story about honesty and customer relations from clothing retailer J. Crew.

Our office recently held a seminar on the Language of Commitment, presented by Molloy Business Development. Our speaker was an inter-personal communications guru, and he had a great communications philosophy– Truth over Harmony.

It’s the same philosophy Huba’s salesperson had when she told her the dress made her hips look big.

When you’re faced with a decision to placate a client or customer and keep the peace, or tell them what you really think and risk hurting their feelings, go with the latter.

It’s never easy to tell someone their clothes aren’t flattering or that their ideas aren’t good, but when it comes to customer service, it’s necessary to rip off the band-aid. The next step is to offer a way to make things better, either by suggesting a new outfit or a better idea.

The truth might sting a little, but your honesty will be appreciated and respected, and you’ll have earned a customer for life.

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CALLERS LIKE THE FUNNY STUFF

Tuesday, April 1st, 2008

We’ve just updated the “Humor On Hold” page of our website. Take a listen to some of the ways we’ve kept callers entertained recently.

And while you’re there, let us know what you think of using humor to brand your company, shorten your callers’ perceived hold times, and improve their on hold experience. Our “YourVoice” poll is at the bottom of the page.

Here are a few recent quotes on the subject from BusinessVoice clients:

“Having humorous on hold messaging has been a benefit to Kellermeyer. Our callers really enjoy being on hold. In fact, some have asked to be put back on hold to finish listening. Our customers are aware that we change our messages quarterly and they make comments about each quarter’s new messages. Also, by focusing on products that are big movers during a specific timeframe, such as ice melt in the winter, customers add on to their orders.” - Jill Kegler / President, Kellermeyer Company

“We at Amazing Space, Inc. would like to pass along our appreciation for an excellent job in producing and delivering our on-hold messaging. We had asked for something very clever, unique, and fun, and your team came through with flying colors on the first shot. And the turnaround time on all aspects of the project exceeded our expectations. Daily we get compliments on the production from customers calling in, and it definitely contributes to Amazing Space’s brand development. Thanks again.” - Dave Parrish / President, Amazing Space

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