Atomic Penny

Creating a marketing program can be amazingly tough. Do you base it on media, social media, referrals, or inside actions? Do you spend a massive amount of money using a ‘push’ strategy, hoping for the best? Or do you create an ‘pull’ strategy with your customer’s assistance? The possibilities are infinite, as are the frustrations. When starting your Confetti Project, the countdown is an essential step to determining what will work best for you in your situation. The countdown starts with a blank sheet and an open mind. Being proactive instead of reactive can lead to ideas that really fly.

There are resources also that will help stimulate your process. Here are four that can help you out:

Seth Godin-Author, Marketing Expert, All-Around Good Guy

John Jantsch-Duct Tape Marketing

Dave Crenshaw-Author, Time Management Whiz

Pamela Slim-Coach, Speaker, Small Business Expert

These are just a few experts, use them, or find your own. Just don’t carry the burden alone.

POWER ON–Mark

Full disclosure: I am not a fan of Madonna, nor do I watch the TV show Glee. However, their recent strategic alliance serves as a shining example for how you can achieve your own Confetti Project.

Source: Popcrunch.com

This week on the Fox TV show Glee, Madonna provided the rights to her entire song catalog. Madonna was exposed to a slew of potential new fans and her current fans were rewarded with new versions of her songs. Glee also made out with similar exposure. But what does that have to do with your business? 
What do you have that you can share to help everyone win?

You have customers who currently spread the word about your company. So reward their dedication! Create an opportunity to form an alliance, which will promote both your business and your “fans.” There is nothing wrong with giving or receiving an opportunity if it helps everyone involved. It is better to give something of value than it is to keep it to yourself. It is a gift both of you can use.

POWER ON-Mark

I had mice, I know because my cat caught one, I caught seven. Where there is one, there are more. Mice are like your marketing program. In the right environment they can thrive.  In the wrong environment they wither and leave. Mice are like your customers, willing to stay if the environment is right, willing to leave if there is a better opportunity elsewhere. What have you done to keep your business environment hospitable?

Look around, if your environment is lacking, so probably are your customers. Are you giving them a reason to come back and visit? While Starbucks has had a rough couple of years, it still has a welcoming environment. Free WI-FI, chairs, and even couches. Free food when you register your gift card, no questions if you stay and relax or work for a while. Why? Because they want you to come back.  And when you do, there is a good chance you will spend your time and money there.  While there is competition out there, Starbucks is working hard to keep business coming in the door, today and tomorrow.

Does your business welcome your customers back, or is it one and done?

POWER ON–Mark

How tightly do you control your marketing message? Are you what I like to call a ”sweeper” who constantly makes sure the message is tight and controlled? If so…WHY?! The purpose of a message is to spread either virally or organically. If you are concerned about your efforts going in the wrong direction, maybe you have the wrong message.

This came up recently during the run to the Super Bowl by the New Orleans Saints. The NFL was so concerned that the phrase “Who Dat” was being used without license that they threatened to sue anyone profiting from the phrase. What a good way to taint a feel good story.

Instead, become a spreader. Allow your message to be shared far and wide. Be like Red Bull who gives away free samples across the world. Use your name and message to promote your product. While you can’t control the entire message, it is better than bottling it up.

Spreading is also easier. Get your product or service in the hands of new customers, without disenfranchising current customers. Remember, as long as you treat your current customers well, they should be loyal. The issue is that current, satisfied customers have already told their friends and family about you. Allow your word to spread beyond those with direct awareness, like a virus.

What message do you want your potential customers to see?

POWER ON–Mark

You step into the local coffee shop for a tasty beverage. In a corner of the shop is a one of your customers sitting with a friend of hers. You don’t see then and they don’t do or say anything to approach you or get your attention.

However, the customer sees you and tells her friend about your business relationship. What will she tell her friend? What do you believe she should tell her friend? Are they the same thing?

That is peripheral marketing, the stuff that happens right outside your field of vision that can affect your business.

What are you doing to influence your peripheral marketing?

POWER ON–Mark

I was reading this blog from Seth Godin and I just had to share. It gets to the point of what the customer really wants. Read the blog and let me know your thoughts.

When I posted this link it reaffirmed that what the customer wants is a special experience.  I personally am tired of hearing: sale, price, mark-down and closeout. What I want to hear is “Thank you for shopping with us”, “Yes Sir”, ” I can get that for you” and so on. I also started thinking about who does it right.

The Apple Store is an amazing place to visit. It is visually stunning, interactive and welcoming. You see no signs stating; “Don’t Touch”, “You break it you buy it”, “Backpacks are subject to search” or a scowling security guard. You are welcomed to browse, ask questions and touch stuff, lots and lots of stuff. Cool electronic stuff. iPods, iPhones, Macs, Macbooks and accessories. No one asks you to stand behind a rope or wait your turn. If you have an Apple product, make an appointment at the Genius Bar to experience another part of the experience. And if you need help all you need to do is ask. That is what I call an excellent customer experience. I enjoy just going in and touching.

Nordstrom is another retailer that gets it. While I admit that I dislike clothes shopping as much as I dislike visiting the dentist, Nordstrom makes me feel welcome.  I am willing to pay a little more to get clothing I know will last and can be returned if they don’t work out. Lastly, the associates at Nordstrom  will walk around the counter and hand you your purchase. While it is a little thing, it makes the experience a big thing.

As either a marketer or business, what can you do to make a small thing BIG?

POWER ON–Mark

I am not a humble person, I believe I am right almost every time I have an interaction. What I have also discovered, is that other people I interact with believe that they are also right almost all of the time.

If you are a paid consultant, you are paid to be right, but that does not always extend to other aspects of life and business. In business there is always an individual or group that knows either more or different information than you do. Pamela Slim, author, coach extraordinaire, mentor and blogger, has written about this subject. She is an expert in this area and really dedicated to getting aspiring entrepreneurs up and going. Her primary advice is to get a Council of Elders or a personal board of directors. I highly suggest checking it out.

Another marketing expert, Bryan Waldon Pope, wrote about resources available to assist in running your start-up. His information is part of his website at Marketing Success Institute. He provides a number of resources in his blog to help you start or grow your business.

So as you start running, growing or marketing your business. Take your blinders off, open your ears and above all ask questions.

I have found with some of my hiring and business practices it is best to ask those people who likely will give you the harshest criticism for advice. Friends and family will tell you what you want to hear, those who are are unaffiliated or more critical will tell you what our need to know. Be unconventional and ask for criticism, learn from it and grow your business to a higher level. Then make your critics your biggest cheerleaders by showing them you can listen and learn.

Bonus Sites:

www.escapefromcubiclenation.com

www.marketingsuccessinstitute.com

POWER ON–Mark

Ok we are now in 2010. As I have discussions with many people, I am somewhat confused by the reactions when one year ends and another one begins. We can all probably agree that the past year was not stellar by many measures. Unemployment, foreclosures, economic fear, and so on and so on.

By the same measure, you can get a home loan or refinance for a great rate, ”Cash for Clunkers” helped people purchase new cars, there were deals to be had in every industry, and stocks rebounded after March.

As 2010 begins, it is customary to turn the page and move on. But just because you turn the page, problems and issues don’t disappear. There is no magic wand to make the past year’s issues vanish. Maybe this makes me sound like a pessimist, but I actually look at this as an opportunity.

Look at what you learned about yourself, your business and your competition in 2009. Consider the decisions you’ve made to enhance those around you or yourself. Consider those lives you affected last year.

Most importantly, look at last year as a building block. You’ve increased your knowledge; Now get off the couch and go do it!

POWER ON–Mark

Look in your desk drawers and count how many miscellaneous items you have from various business associates that were given as a reminder of the business relationship you have or wish to build with that person. Now look how many “sales aids” you have in your possession that you give out on a regular basis.  And consider if they aided in a sale in any way, shape or form.

I was going through my desk today and found 7 hand sanitizer bottles from 5 different contacts, several pens, at least 4 hats and more post-it notes and highlighters than I wished to count. Not to mention the carabiners, paper clip holders, magnetic business card holders little mint tins and a couple of empty candy jars. Each of these items have  a logo from a business relation. Along with these items I have grab bags of various marketing promo items I have picked up at conferences and expos sitting ignored or unused, finally thrown out.

I am sure that at some point I needed or thought I needed each of these items, or accepted them as a gift from someone I do business with on a regular basis. The problem is, I don’t really need or want most of the items.

Now, think back to when you gave or received one or more of these items, did you get any business? Did you enhance your relationship because of the item you gave out? What were you or your business associates hoping to gain by handing these items out? Now think of what you could have done differently, for less money and more effectively.

I am a huge proponent of handwritten notes, real handwritten notes, not the kind you can order with your handwriting imprinted on on a basic card. Notes can cement or create a customer.  Be sincere about thanking the people that matter most, remember the customers and relationships that helped you start, grow and prosper. If you think you have too many customers to thank, focus on the opinion leaders who can drive more customers to you based on your actions and sincerity. Appreciate those who keep you in business. Stamps, cards and ink are going to pay off more than another pen or post-it note pad.

The guys over at carrots.com, are champions of appreciation. While they focus on employee relationships, the same principle can be used for business relations. More importantly, a handwritten note carries more weight than a case of hand sanitizer bottles.

E-Myth also has a post on some great gifts for an entrepreneur. Their suggestions can really help someone who needs a little direction.

All in all, giving gifts is a conventional way of sales and marketing, and there is nothing wrong with the occasional small promotional item. But think in an unconventional manner, think what you can do to set yourself apart with the customers you have, and those you want.

Most of the time, you can be like everyone else, or you can go your own way and get better results. Try something new! It won’t hurt to be different, but it will pay off.

POWER ON–Mark

Amplitude: 1) the state or quality of being ample, esp. as to breadth or width; largeness; greatness of extent. (Source: www.Dictionary.com)

Recently I was reading “What The Dog Saw” by Malcolm Gladwell, and there was an article on ketchup. What caught me was the description of how the taste of a food is measured, it is amplitude. Amplitude measures the balance of sweet, sour, bitter, salty and umami and how each of these related to the complete taste of the food. Take a minute to read this article, I found it fascinating.

I started thinking of how this can apply to marketing with a big M. Marketing can be a wide assortment of differing activities focused on getting customers to buy your service or product, measuring the results and modifying your processes. This helps to insure a better marketing result and hopefully better sales. Unconventional marketing can become your amplitude if done correctly, or it can become your downfall if you leave the consumer with a bad experience. The depth and breadth of your marketing can increase your amplitude with your customers, prospects and suspects. Make your marketing a savory experience.

Here’s how:

• Create anticipation for your product. Remember the Apple commercial for the IPOD? A silhouette of a person wearing/holding an iPod, dancing to the music, no product, no pricing, just a visceral experience. You can do the same with a well thought out marketing program. Create anticipation and excitement for the product; get the customer in your business to experience more.

• Be exclusive. Work with your distributors to create a product or service that no else has. While that may sound expensive, it can be as simple as packaging two like products into a single package. Combine cocoa with marshmallows or milk with cookies.

• Don’t hesitate. If there is a hot new product or service, be sure the public know you have it in stock. If you have a unique service, trumpet your differences to the public. Make them aware, sometimes it can be done by word of mouth.

• Ask for assistance. Don’t be shy to ask your customers to tell others about you. Be sure to also let your customers know how much you appreciate your customers, a smile and thank you is more than most businesses do these days.

By doing some of these things, you can create a higher amplitude for your business. The experience is the thing. Whether it is visual, tasty, aromatic, and aural or touch, you can raise your amplitude by doing it better.

What is your amplitude?

POWER ON–Mark