Marketing Is In The Packaging Too

Packaging Leaves a Lasting Impression

Packaging Leaves a Lasting Impression

Is your first impression a positive Lasting Impression?

While we seem to get lots of guidance regarding our “personal” first impression, what seems to be lacking is our first impression regarding presentation opportunities, delivery of special client gifts, sponsorship packages and presentations,  new Board Member guideline packaging, and much more. 

Let’s take a marketing strategy presentation you are putting together for a potential new client.  You and your partners are professionally attired, the conference room is neat and ready, your PowerPoint is flawless….but what differentiates you from your competitor.  Sure, the difference is hopefully within the presentation itself, however, what has captured their attention right at the START. 

You probably spent a whole lot of time, getting yourself presentable and groomed perfectly just prior to the meeting.  Why not treat the presentation itself to a “makeover”.   If you just stapled a few pieces of paper together and have them follow along with your PowerPoint presentation, you have done nothing to capture their immediate attention.  As soon as they walk into that room, your potential customers have to be drawn in by some sort of creativity.  Perhaps those same papers spiral bound in a journal with your company name on it.  How about laminated and held together at the top lefthand corner by a metal ring.  If prefer a binder….make it a full color binder with your company name welcoming the potential client.  Have notepads at each seat that are personalized for each attendee.

When creativity like this is shown, it becomes immediately evident to them that you will go the extra mile for any project they ask you to work on.  As they walk into the conference room, they will be remarking how great the table looks set up to greet them. If they don’t say it, believe me they are thinking it.

Same with sponsorship packages.  Don’t be like everyone else.  Make your package so interesting it will stand out on the potential sponsor’s desk.  You know they get numerous requests and everyone’s multi-tasking these days.  The individuality of your “ask” will put you on top of the pile.  Easiest way to get creative with your sponsorship packages is to come up with a theme.  If it is a get healthy initiative by moving more….tie your sponsorship package with sneaker shoelaces with your name repeating on the laces.  If it is a beautification project, put all your sponsorship materials in a “collapsible” foldable vase that can be brought to a potential sponsor or mailed.   Golf events specifically appeal to sponsors but why choose yours?  Capture their attention by mentioning 18 reasons they should sponsor your golf outing…..BUT printed on a velour Golf Towel.

DON’T FORGET THE PACKAGING!!  It’s powerful.

Marketing Professionals Always Alert to Teachable Moments

Marketing Teachable Moments

When to Teach and When Not to Teach

Do we know when to take a step back?

It is very easy for us marketing professionals to observe every and any opportunity to teach those that have come to us for guidance and direction.  After all, most of us have been asked to speak at organization sales meetings, Chamber events, business conferences and other events to help attendees understand Marketing, Advertising, Social Media and how a well thoughtout Marketing Strategy could have a positive impact in the success of their business.

OK….so we are the experts.  Most marketing professionals I know are positive, enthusiastic, passionate, we-can-do kind of leaders.  Everyone must want to hear what we have to say if they want to propel their business way ahead of everyone else.  They wouldn’t have hired us if they weren’t going to listen to us, so all we have to do is keep insisting, making them feel inadequate and discounting any objections because we know better… right?   WRONG!

These days most of the smaller companies and some large corporations still do not have marketing personnels in place and have assigned a VP of Finance, Purchasing Manager, top Sales Person or Executive Assistant to handle marketing responsiblities.  Be mindful that all those in business at any level believe they understand marketing and what works and what does not.  There is a danger here of viewing our being hired as a Consultant as an open invitation to treat every question, objection, and misconcepton as a Teachable Moment.

Understand that if you are talking to a financial executive about their Marketing Mix, he or she sees dollar signs regarding every wonderful suggestion you believe you have made.  Remember…..they just cut their entire marketing, advertising, PR and social media staff.  They’ll listen but they don’t hear exactly what you are saying.  All that positive talk just seems to them like you are not being realistic.  Tailoring your ideas and strategy in accordance to the background and personality of the person you are meeting with, will have a better chance of being heard than believing that we know what we are talking about so listen to what I have to say.

Respect for Marketing, Advertising, PR and now Social Media has always been an uphill challenge but thank goodness for the optimistic type of personality, in most cases, that is attracted to the profession.  I can recall years back when the VP of Finance where I was employed didn’t understand why we needed a Marketing Department because all we had to do was open the doors and people would come.  We smiled and did our job.  People came but our efforts brought in thousands more.

Social Media is such an important addition to the Marketing Mix BUT it is just another opportunity for us to think that it is a Teachable Moment and everyone wants to hear us.  Oh they are listening to us all right, but they are not hearing what we have to say.

Teachable Moment ~ Is there really one?

Is there really a question here?

Don’t want this blog to come off as my moment of teaching but more as a reminder to myself as well as others that many questions asked aren’t questions at all.  Maybe no one asked us anything at all but we are assuming that there are all these teachable moments out there.  Energy and positive approach is a great way to live your life.  If others can’t be convinced of a best strategy, at least what you believe to be best, know when to take a step back.

Love to know your thoughts.

Expert’s Expertise Must Equal Your Needs

 
Experts Are Many But What Are Your Needs
Choose Your Expert Wisely
There are many, many experts out there and friends among us that are experts, but what are their specific strengths.  I often think of something I heard years ago, that being humble isn’t denying what your are really good at but sincerely uncomfortable about praises in areas where your expertise is lacking.  Many times when we are seeking information we want through a “one person shop” discussion and tend to ask directives from Experts….yes but perhaps not in the area that you need the best possible guidance toward a successful outcome.
We are so fortunate in the 21st Century to have access to numerous CEO’s, CMO’s, CFO’s, Marketing Directors, PR Leaders, etc. but there is no need to assume that let’s say the “expert” CFO will naturally also be able to lead you in the right direction when it comes to Advertising, Marketing or PR.  A successful leader, yes, but why would you not even attempt to get the best advice when it is so available today.  Connecting on varied Social Media platforms offers that opportunity and it goes without saying that you should be well aware of who you would go to based on the results you seek.
Striving for excellence in everything we do that affects our business is a goal we all work to achieve.  Excellent job  is preceded  by your choice of expert consulting. Don’t waste your time or the experts!
Excellence isn't such a puzzle
Is it getting more confusing?