Marketing by DM » Marketing Mojo — Marketing by DM

Debt Crisis IS a Teachable Moment

Diane Meyer — Sun, 31 Jul 2011 17:14:39 +0000

: Debt Crisis is truly a Teachable Moment for our own Business

One of my previous posts http://bit.ly/ghKtW2 discusses how we in Marketing have to monitor various communications with our clients in particular to determine if they are in fact teachable moments. The Chart to the left here is purposely left blank so how about we start to fill in the blanks.

Let’s for example fill in the red circle as our business and for fun put (Debt Crisis) in the same circle. So what have WE learned this past month that we would never want to happen to our business integrity, branding and ethics.

How about we fill in the rectangles with standards that would never be acceptable to us or our clients.

1. Employee total disfunction. Imagine having your employees only engaged in not getting along.

2. Spending out of control. Doesn’t matter whether you have the money or not….you WILL spend.

3. Your employees don’t answer any questions you ask….they keep repeating one sentence over and over again.

4. None of your employees lose their job, nor do they care.

5. Your clients can take it or leave it.

6. No one is interested in what they were hired to do….they just wanted the job.

So what have we learned? Certainly no way to run a business….in fact, we would be run out of business. But then you know all this. So is it really a teachable moment?

Marketing Is In The Packaging Too

Diane Meyer — Thu, 21 Apr 2011 19:09:46 +0000

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.

When you bring anything to a client or potential client, DON’T FORGET THE PACKAGING!! It’s powerful.

Expert’s Expertise Must Equal Your Needs

Diane Meyer — Fri, 18 Mar 2011 16:24:23 +0000

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.

Most times it is not that the Expert is purposefully sharing guidance advice beyond their expertise. They may truly believe they know, however, if they don’t monitor, attend forums, meet with peers within the parameters of your question, you more than likely are not going to get the best advice. As an example, lots of discussions have occurred recently about PR vs Marketing connection. Because of Marketing Mix decisions companies are making in 2011 and probably from now on, PR and Marketing have become more intertwined than ever. If you are advising your clients regarding Marketing decisions, you had better be Social Media savvy as well. Personally, I still see separate experts except if you are an @AnneDGallaher or a @HowellMarketing ….. true talent and expertise here. There are many others as well #BA75 .

When seeking experts, the same is true in my industry, Promotional Products. Unless the expert you are consulting with deals with vendors day in and day out, you are not making the wisest, time-saving decision. There are so many variables in all professions, that you are doing yourself a disservice by not going directly to the person who understands the missteps, results oriented procedures, etc. Another for instance would be if you were having some plumbing work done and that expert also knows quite a bit about electrical work and you have a desire to rewire your entire home. Maybe, just maybe, you should consult with the electrical expert.

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!

Is it getting more confusing?