Atomic Penny

Salt is a common element composed of sodium and chloride, each of which have various other uses, but together they form the simple compound of salt. Why is this important? It is an example of how two elements when combined can create a wonderful outcome. This is also true when you create a marketing program. Take your knowledge and an associate’s creativity, both of you combined can create a powerful program.

Think of it as an exercise in expansion. See how much each of you can contribute to the success of a project. You cannot let the fear of the outcome block your way. Be prepared to inspire, listen and GO! Be the salt of your marketing and business success. It just starts with a sprinkle.

The hardest part is usually starting. Here is a suggestion.

1. Get  a piece of unlined paper, a crayon and an empty space
2. Either write or draw the basics of your idea (no style points are given, and no experience necessary – I suggest drawing)
3. Have someone else look at what you have done and have them add to your writing or drawing with their own crayon
4. Go back and forth until both of you have the basics of the path you are going to pursue
5. Hang the picture where it is visible to all involved (no explanations necessary)

Now you have the salt of your project. And a recipe to follow as you move forward.

• As for recipes, I learned one the other day for steak that was unbelievable. Take your steak, grind twice as much salt and pepper on both sides as you usually would. Cook it over a grill with hardwood as the heat source. Remove when cooked to preference, enjoy!

What recipe for your success can you start today?

POWER ON–Mark

You know the one. The person who everyone remembers from an interaction. He may not be the richest, best looking or most interesting, but the one person wh makes you feel better about yourself and others after an interaction.

The Confetti Project can work the same way. Be “That Guy” to your customers, prospects and suspects. Hugh MacLeod is “That Guy”, author of “Ignore Everybody” leaves his mark with every interaction. His Daily Business Card is amazing artwork for everyman.

Pamela Slim is  ”That Woman”,  dedicated to helping other escape from the corporate abyss. Right now she has an entire series of posts on expanding markets. She is a true confetti spreader.

Be “That Guy” or “That Woman” to your customers. Make the interaction something to remember and give everyone a reason to come back again. It’s not about the budget, it’s about the interaction. Oh, and when you interact, give those you meet a reason to remember you, and not a business card (unless you have one done by Hugh Macleod).

POWER ON–Mark

On Monday, the Boston  Marathon was run for the 114th time. If you watch any news coverage of the event, be sure to look closely at what the runners are wearing. Not the shoes, socks or even shorts. Look to see if they are carrying a message on their shirts. Also look to see if they are carrying a smile.

Why the shirts? It is more than a marathon, it is a cause, a hope a challenge. It is something many of them do to prove they are alive and well, other to remember or honor someone who has passed, or if fighting the good fight. I was not at the Boston Marathon, but at the Salt Lake City Marathon on Saturday and saw the contingent “Running For Michael“.  They are even highlighted in a local news story.

Think of this from a marketing perspective. These runners and those cheering for them are all spreaders.  Spreading Confetti, to all those that saw them run. What a great way to spread a message of hope or hype: “It will all work out.” How are you going to spread your message?

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

Facebook has over 162 Million users in the U.S. alone and Twitter has 75 million users, with 15 million of them currently listed as active. These are staggering numbers, and if you are using these platforms to get your message out, you need to apply the right way to reach your target users.

Honda recently used Facebook to launch it’s new vehicle, the Crosstour, and the response was less than pleasing.  If you look for followers on Twitter, the top company after celebrities and news organizations is the NBA  then Whole Foods at 1.8 MM and 1.75 MM followers respectivly.

My point is that Facebook and Twitter, as well as other social media sites have there place. You need to decide how you are going to best use them to your advantage.  Does your message resonate when posted? Rioja restaurant in Denver updates its fan page with new menus and special events. Uni-ball advertises its fan page in television commercials. Many companies are using twitter as a delivery system for coupons. Tony Hseih uses twitter to update employees and customers of his thoughts and goings on at Zappos.

I also use Facebook (Atomicpenny Fan Page)  as a means to deliver my blog and to send out announcements. I use Twitter (@atomicmark) also as a delivery system. Until I get the Confetti Project fully up and running, that will be my reach. Watch for more information soon!

What are your expectations of your social media program, and are you expecting more than you realize?

POWER ON–Mark

I often find myself on the receiving end of questions regarding word of mouth (WOM) marketing –”How often do you have a marketing program that is focused on WOM?”; “How do you make sure that WOM is working?”; “How do you control it?”

My suggestion to achieve WOM success is to plan the biggest event you can afford and invite EVERYONE! And don’t just invite customers. The reason why is simple, but often overlooked. Your customers, if pleased with your service, have already told people about your product or service. It is the customers that have not yet been WOWed from an interaction with you that can help you reach a brand new audience.  Emergemcemarketing.com has a nice blog on this subject.

Get the message to spread to new customers through interactions outside the usual office or business environment. An event that I have had consistent success with is a car wash. For the cost of  a power washer and a local high school or community group, you can increase interaction, goodwill, and your bottom line. 

Let the people you please spread the word about your business!

POWER ON-Mark

I am not a fan of reality TV, but the new CBS show, “Undercover Boss,” has my attention for a variety of reasons.  I am intrigued by the fact that a CEO is not recognized by any of the people he works with. Does that mean that the communication from the top does not include information about the CEO? Or does it imply that there is a lack of communication? Also, if you watch the show, are you surprised that the majority of workers are either 1) Happy and go lucky in their position, or 2) Have overcome obstacles to maintain his or her job?

The one employee that really stuck out for my was Dolores from the episode that aired on February 21, 2010. Dolores had taken it upon herself to get to know her customers–all of them. She knew names and situations while serving the most coffee of any 7-11 store in the US. All this while living with a failing kidney. Dolores was clearly the driving force in retaining customers and achieving high sales. Seth Godin even calls her a Linchpin.

You can learn from her much more than you can learn from the CEO. It is not about margins, ROI, metrics or even advertising. It is about doing the right thing. It also affects employee and corporate morale. What a pleasure it must be for customers to be greeted with a smile and their name when they walk in the door! Spreading the word about one’s business through actions and interactions, as opposed to a big advertising budget, is what I call the Confetti Effect, part of my Confetti Project. More on that soon…

Learn from Dolores, take what she teaches and find a Dolores in your company, or better yet: become one.

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

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

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