Atomic Penny

It worked before, it will work again. Have you ever told yourself that? It’s like trying a suicide squeeze in baseball three times in a game. If it worked for you, it has probably been noticed by the competition and they are doing something similar. If you continue to do the same thing, you move into the crowded field of marketing that you created. The same thing again and again may create a reminder for current customers, but will it attract new customers?

You can do the same thing over and over, but will it pay off? Why not reset the parameters and redefine what you are doing? Same message delivered in a different way. WOW the buying public!

Make your message memorable and fresh. You can do it if you are willing. Again and again will work to maintain.

But don’t you want to grow?

POWER ON–Mark

In my years of sales and networking I am constantly amazed at the number of excuses I have overheard when it comes to sales and marketing. I am even more amazed at the reason for the excuses. Time, vicinity, staff, weather, vacation, meetings and even pets. While situations do arise that contribute to poor performance, the fact is that you control your own sales and marketing activities.

Keith Ferrazzi, a best selling author and relationship expert, wrote in this article that to start you should simply get outside, meet with your customers, vendors or co-workers. Even physically get outside and walk around. If your territory consists only of your office, it’s time to shake things up. I will even help refute your excuses:

I have a pressing project. Answer: You will be more focused and invigorated after getting out, you may even run into someone who can help you.

My boss won’t let me. Solution: Invite him/her to go with you.

I may miss a call. Resolution: Either have someone cover your phone, forward your phone to your cell phone or make use of voice mail.

The weather is poor. Recommended fix: Plan ahead and dress for the weather when leaving the house.

More than anything, break out of the norm at work. Do something different, make a change for the better. Ten minutes can be amazingly curative.

POWER ON–Mark

Retail sales constitute 70 percent of all economic activity in the United States. With the holiday season upon us and the economy toggling between improvement and downturn, I wanted to take a look at a recent survey from the National Retail Federation. It states that U.S. consumers plan to spend 3.2 percent less than last year on their holiday shopping (an average of $682.74 per person from $705.01). So what can retailers do to capture their share of seasonal spending?

In 2008, the general public saw astronomical sales during the holidays. That was mostly due to retailers whose overstocked inventory met a lack of demand. This season, retailers will most definitely cut back on product and I predict we won’t see as many “80% Off!” signs in store fronts. So consider marketing like it is still 2008. But of course, do it smartly and by the numbers:

“39 percent of Americans will begin their holiday shopping before Halloween. People will also be shopping for sales more often (55.0%), using more coupons (41.7%) and putting up last year’s decorations (34.0%). Many Americans will also make changes in gift-giving, planning to buy more practical gifts (36.0%), buying a joint gift for kids or parents (17.3%), and making more gifts (16.7%). Additionally, more than one-fourth of Americans (28.6%) say the economy is forcing them to travel less or not at all for the holidays. [Lastly], 55.2 percent of adults would like to receive a gift card this holiday season, with clothing (48.8%), books and DVDs (48.6%) and electronics (33.2%) among other popular choices.”

When you consider these figures as customer challenges with which you have the opportunity to leverage, then you are on the right track. Solve your customers’ problems, and you’ll be sure to have a very merry Christmas.

POWER ON

Mark

***I’m conducting my own holiday marketing survey at LinkedIn (http://polls.linkedin.com/p/66460/vhdyn). Please feel free to participate as well as connect with me at mark@atomicpenny.com.