Atomic Penny

Last post I discussed building the recipe for starting a marketing idea. This week, let's talk about the atmosphere. Where do you choose to eat when you are in a new town or want to try a new place? Is it based on proximity, food choices, service or recommendation? Or is it something else? 

When I want to try something new I do it a couple of ways. I decide what kind of food I do or don't want to eat. Usually I eliminate what I don't want to eat, then decide what sounds good. Then I will check Yelp, see what is new, then take a chance.

The first experience is based on the above; my return is based on atmosphere.  Atmosphere in a restaurant  is a lot like marketing. You create an environment that enhances an experience, want the customers to buy-in, and most importantly creating the desire to return and voluntarily spend money.

When creating the atmosphere of your marketing program, think of what you enjoy. What are you willing to pay extra for, and what do you expect as part of your interaction?  Do you anticipate smoke or aroma in a BBQ restaurant? Are you looking forward to being given chopsticks or do you have to ask for them at an Asian eatery? 

Does your marketing program create the right atmosphere? Or is it based on the narrow vision of  a few people unwilling to look beyond the end of the nose. Or worse, is it so broad-based that it misses everyone? 

It is hard to choose the right marketing recipe, but it is sometimes harder to walk away from a mistake. Using the steps of The Confetti Project, start with the countdown to determine where to start. Most importantly, consider all options, make a choice and initiate liftoff.

POWER ON–Mark

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

John Jantsch has a new book, The Referral Engine, all about building referrals without begging. What is begging? Asking your customers for the names of their friends and family who may be interested in your product or services. The customer came in to buy your product or service, not to give you more prospective customers. At a retail store I was asked for my phone number and email address after paying for my product. I probably will get a survey or call on my “satisfaction” with my purchase. I really just wanted to buy the soap that my wife wanted, not to give a life history. I believe you do your customer a disservice by asking for more and more. At some point it becomes a dissatisfier.

If the customer is happy, they will tell others, if they are not, they won’t. It’s that simple.  Make your customers happy, and give them a reason to refer you.  Your measure will be when you ask your customer where they heard about you in a passing manner.

Your customer is not a checklist, she is a person who made the choice to interact with you. Don’t blow the opportunity by asking more than you need to know.  Begging will get you nowhere, but genuine thinking will get you everywhere.

POWER ON–Mark

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

You have many choices when marketing to customers. Imagine the scenario where you have $3 left in your marketing budget. You want to reach as many prospects as possible and want to grow your business. Sounds absurd, right or wrong. As a marketer or business owner you have that decision to make every time you begin a new marketing concept.

What can that $3 buy you? Printing, postcards, a couple of banner ads? How about some goodwill and respect? Instead of marketing to the masses, market to the ONE. Who is the ONE? It is the one person who can influence others to interact with your business.

Your $3 can buy a cup of coffee or a piece of pie. Make the interaction special, memorable and personal. A cup of coffee by itself is just a cup, but the conversation and interaction will make or break the deal. Discuss what is important to the ONE. Family, sports, cars, world peace. It is your money but her time. The whole idea is to gain the trust of the ONE. If you do, the ONE can be your gateway to your future. Not only in customers, but in VC, media, alliances.

$3 and an hour of your time. It’s worth the investment.

POWER ON–Mark

Yesterday, I heard a father say to his son, “Dude, if you just listen to me, your life will be so much easier”.  I found this statement to be interesting as it applies to business and marketing.

On one hand if you listen and act, you tend to do the same thing over and over and fail to learn or explore beyond what you know. This perpetuates the status quo and locks you into a life of following instructions. This can lead to comfort but not much innovation. While everyone is happy that the “norm” is kept in check, what is learned?

On the other hand, if nothing changes, what is the point? Can we learn by listening and following? While it may lead others to be uncomfortable, you may discard wisom to find a new path. This can lead to amazing discoveries and innovation. Letting discovery happen, whether by a child or an employee, lets you become the tipping point to a new adventure.

The hardest thing is to let something different happen. Let your followers fail, learn and possibly fail again. Failure by itself can be frustrating, but failure coupled with effort can lead to amazing things.

Are you willing to let that happen, or are you afraid of allowing others to grow? Your choice.

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

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

McDonalds, Coke, Apple, Microsoft, Nokia and GE. Big names, big companies and really, really big marketing budgets. These companies are among the top 20 “Best Global Brands” according to BusinessWeek Magazine. They are also common names, almost generic when you are looking to buy one of their products.

As a small business owner, you may think you can’t compete on brand with the big boys. Think again. You are your brand! You can build your brand in many ways, you need to choose the medium. One way is through PR. It doesn’t cost much if you use the right approach. John Jantsch, author of “Duct Tape Marketing” discusses five low or no-cost PR options in his blog.

As you build your own Confetti Project, deciding how to build your brand should be a part of your countdown phase. While at the time you may not think of it as important, it will become important, probably sooner than you expect. Start ahead of the curve and build your brand as you build your business. What does your brand say about you and/or your business?

POWER ON–Mark

It’s all about the little stuff.  Confetti is little stuff, but it goes a long way. Want to advertise, but don’t have the budget to create an ad? Find a graphics art class that will take your ad on as s project. Find a local paper instead of a city wide one. It’s the little things you do that will yield big results.

Are you afraid to try? What happens if you do nothing? NOTHING HAPPENS!

Do some marketing, anything, nothing doesn’t pay.

How long will you survive by doing nothing?

POWER ON–Mark