For anyone looking for a new job (pay attention college grads) or trying to get that next big sale and running into a roadblock because you can’t get the attention of a key decision maker, check out this brilliant job search strategy by copywriter Alec Brownstein.
I don’t have many favorite politicians – check that – I don’t have a one! And, I’d bet most of you don’t have one.
Until maybe now.
Republican candidate for Congress and former U.S. Army lieutenant colonel Allen West is someone I’ve been following throughout his race in the Sunshine State!
And you should too.
Allen West, is a former U.S. Army lieutenant colonel and is running this November as a Republican candidate for the United States Congress in Florida’s District 22.
Watch this video of West in action. No notes – pure passion and conviction – clear message coming from experience – a complete mastery of the power of video and the mastery of the public speech!
When the Republicans and McCain and Co., got outgunned and derailed by the Obama campaign in the last presidential election, there’s no question that one of big contributing factors was that they were far behind in mastering the New World Order of interactive and social media marketing tools.
In the next election/s, you’ll see that everyone will be on the SMM bus. And, it will be somewhat of a level playing field in terms of marketing execution since most everyone will be wearing a pretty nice SMM tool belt and carrying a well equipped toolbox.
Check out West’s Web site and you’ll see its complete with all the appropriate SMM tools however, his talent, integrity, character and clear brand message and performance rules.
Certainly money helps, but in this online, always on world we live in, citizen journalists can help West even out the playing field for his underfunded brand.
Watch out for the Allen West’s of the world (performance based brands with character, integrity and trustworthiness) and remember that tools are cool, but tools don’t rule because anybody can buy them and learn how to use them.
To excel these days, recognize that for today’s informed consumer, what truly matters is a clearly communicated and meaningful brand promise delivered from a trustworthy, proven brand. Guaranteed.
P.S.: I call Lt. Col. Allen West a Marketer’s dream because it’s so easy to promote a brand you believe in. I’ll bet West wins in November – this American Patriot prays and hopes that he does – we need more good people like him in government.
We work a lot in the restaurant and hospitality and retail industry. And, I’m amazed at how many businesses lack a sampling or “Free” taste test component in their marketing operations plans.
In 2008, Arbitron studied product sampling (Arbitron product_sampling_study_2008) and over one-third (35%) of those who tried a sample bought the product during the same shopping trip. And, nearly 60% said they would buy a product after trying it.
Sampling, which reaches 70 million consumers every quarter, “is both effective in making new customers aware of products, while also establishing a firmer identity with those consumers who have considered the product before,” said Carol Edwards, svp of sales at Arbitron’s out-of-home media department, in a statement.
The survey segmented consumers into three areas: acquisitions (those new to the product), conversions (those willing to buy it after sampling it) and retentions (those who had previously purchased the product).
Check out these sampling results:
85% of retentions who sampled a product said they would purchase it again compared to 60% of conversions.
Almost half (47%) said they would now look to purchase it.
28% of respondents received a free sample in the past three months. Of that group, 64% said they accepted the sample.
Nearly a quarter of those polled (24%) said they bought the product they sampled instead of the item they initially set out to purchase.
Freemiums are another terrific way to generate customer interest and involvement by offering a product or service for free (e.g., software, educational webinar etc.) while charging a premium for advanced or special feature.
For example, I offer free marketing advice through my Blog, however for more specialized marketing consulting advice I charge a fee. And, it helps drive leads.
Marketing Lagniappe occurs when a brand offers a customer something for free and unexpected when they buy something – surprise and delight occurs. Stan Phelps’ new book due this Spring (can’t wait to read it – nice helpful Web site too) will highlight 1,001 “something extras” such as Doubletree Hotels’ practice of giving warm, delicious chocolate chip cookies.
Stan’s five R.U.L.E.S. for effective lagniappe are that these free offers need to be Relevant, Unexpected, Limited, Expression, Sticky.
I couldn’t agree more and plan to take a harder look at my client’s marketing plans and bake a little sampling, freemiums and/or lagniappe that surprises and delights into them. You should too.
Lindstrom’s neuroscience based hypothesis contends that over 80% of today’s marketing messages are based on sight and a brand is not maximizing its communications when it forgoes appealing to a person’s other senses. And, sound is underutilized!
I’ve certainly witnessed the appeal of sound in automotive, amusement park and restaurant marketing (e.g., background music, worker noise levels etc.,) and found it fascinating that when the sound was removed from slot machines in Las Vegas, revenue fell by 24%!
Be more aware of the power of sound because when your customers can hear your sizzling steaks, you’ll hear your cash register ring more loudly!
In an earlier post, I reported that it was great to see the Gen Y kids driving the tremendous outpouring of financial support for Haiti relief via texting.
Think about this campaign for a moment. It has achieved some amazing accomplishments – in a short period of time – since this devastating earthquake hit Haiti just last week on January 12th:
$24 million has been raised via $10 individual donations to help the Haitian people – 1/5th of the amount the American Red Cross has raised to date – breaking all records by a huge margin. Reference note: After Hurricane Katrina – a mere 4.5 years ago – the ARC only received $120,000 via texting – and Katrina occurred on American soil!
The ARC has built a valuable mobile text database for future marketing communications and financial appeal efforts
The ARC’s core donor base skews older and texting gave the Gen Y folks an easy, quick and convenient channel to offer their support (marketing lesson – treat different people differently)
The campaign execution of the ARC and its mobile firm partner mGive was flawless – amazing too – considering the fact that they started to work on the texting campaign the evening of the earthquake
The viral goodwill spread of the “Text ‘HAITI’ to 90999″ campaign in Social Media channels such as YouTube, Facebook and Twitter (100K tweets/retweets)
I’m far from being in the Gen Y segment, but I did text a donation to the ARC and will tell you that it was easy for me to participate. As important, I felt comfortable donating because of the supportive and reinforcing messages I saw on TV news and various high profile broadcasts such as the NFL playoffs and the Golden Globes.
Also, after texting the shortcode “HAITI” to 90999, I was asked me to respond “yes” to confirm my donation and then I received a nice comforting thank you too – nice touch.
This overwhelmingly positive experience led me to spread the ARC’s good word and to feel more comfortable using this channel in the future.
Strong brand promise, ease, convenience, simple message and trust are the hallmarks of success for the ARC’s texting campaign and they could be put to good use for your brand’s future success too.
If you think young people these days are inconsiderate, selfish, concerned with only themselves and wear their “pants on the ground“…think again.
Soon after the devastating Haiti earthquake hit, @RedCross tweeted: “You can text “HAITI” to 90999 to donate $10 to Red Cross relief efforts in #haiti.”
Kudos to the Red Cross marketing folks for being prepared (excellent online disaster newsroom) and recognizing the fundraising opportunity available to them in this terrible time of crisis.
And, much more kudos to the kids that drove this “texting bus” because they’re the ones credited with leading this Red Cross effort which has raised over $10 million for the cause since this record breaking mobile fundraiser was launched last Tuesday.
This is a great example of using technology to build rather than destroy.
Watch text marketing grow from this effort and put in on your list of things to test for your business too!
P.S.: Here is a list of 8 ways you can help Haiti by texting:
Text HAITI to 90999 to donate $10 to the American Red Cross
Text HAITI to 25383 to donate $5 to International Rescue Committee
Text HAITI to 45678 to donate $5 to the Salvation Army in Canada
Text HAITI to 20222 to donate $10 through the Clinton Foundation
Text HAITI to 864833 to donate $5 to The United Way
Text CERF to 90999 to donate $5 to The United Nations Foundation
Text DISASTER to 90999 to donate $10 to Compassion International
Text RELIEF to 30644 (to connect with Catholic Relief Services who will instruct you how to donate money with your credit card)
More are using shopping lists, feel prices are to high, hate the experience and nearly 8 out of 10 would flip brands on a deal! Loyalty be damned.
The restaurant and hospitality industry isn’t the only one suffering – every industry is suffering and only the smart, speedy and strong will survive. So, what can you do to succeed in these tough times?
Here are five marketing ideas to put on your shopping list that will help you survive and thrive in these tough times.
1. Do remarkable things that add value and drive word-of-mouth. Pretty simple statement, easy to understand, but so few do it. So, you do it. Positive word-of-mouth drives customer referrals, online reviews and media coverage while keeping your marketing costs low. Do something remarkably well.
Value offerings for specific reasons make sense (e.g., Anniversaries), but you need to watch it because deals are so easily copied and it’s difficult to move to higher prices when times get better.
You need to work on creating unique value priced offerings. People are re-thinking all of their purchases, so if you’re not truly giving value or a exceptional experience you better start. This requires packaging creativity and more customer focus.
List all the possible value-added services and amenities you offer and then look for ways to improve your customer’s experience for little or no cost to you.
If you’re in hospitality you could offer things such as free parking, free upgrades, late check-outs, drink certificates etc., and look to your marketing partenrs to help defray the costs.
Deliver value in creative unique packaged experiences.
If you’re average player in a today’s recessionary economy, you’re running backwards and you’re a loser.
2. Keep the Heat On. If you’re out of sight, you’re out of mind. Don’t just arbitrarily cut your advertising, but look for ways to more effectively spend or not spend it. Get into social media marketing, improve the search results of your web site, network. Create stronger, more emotional appeals for your goods and services.
3. Strengthen Your Customer Relationships. Strengthen your sales force and put together win-back and retention strategies. Work to maximize the lifetime value of your key customers and integrate all of your communication messages into relevant targeted appeals.
4. Build a Centralized Segmented Marketing Database. The bedrock of all customer relationship management strategies is a unified, centralized and segmented marketing database. Fortunately, it’s easier than ever to set up and manage a CRM system today.
5. Become a Direct Marketing Master. Direct marketing needs to take a greater role in your business plan whether it be direct sales, email, mail, phone etc., The most effective weapon is email marketing to current customers (but smartly segment them).
This is a good list to follow, but make sure you do not skip the first step!
I enjoyed reading this article in the LA Times about Billy Mays whose loud, enthusiastic, direct response pitches for brands such as OxiClean, Kaboom and more have made this Pittsburgh native a millionaire and "the most successful direct-response
salesman in TV history."
As a marketer, I've followed guys like Mays and Ron Popiel (even read his book) and I've admired how they can sell! Mays' deliver is always interesting to me, although his loud voice upsets my wife – I know what he does works because of the number of products he represents – net, he'd not be on the air if he wasn't moving products. And, now Mays' is starring in a realith show called "Pitchmen" which debuts April 15th on the Discovery Channel.
The lesson Mays, Popiel and others like them have mastered is something you can too. It's something you learned way back in Kindergarten and that's the skill of "Show and Tell."
Successful pitchmen like Mays knows that if you can repeatedly demonstrate clearly and consistently (hears wears the same outfit in every pitch) why your product or service works better than others you will win more sales – simple as that.
The next time you go on a sales call, make sure you're prepared to Show and Tell Well!
I guarantee you'll close more business than if you simply "Telled Well!"
E-mail is used primarily by 35% of companies compared to 25% which use
traditional direct mail and 21% who use package, statement stuffers or free
standing inserts
This research ties-in to research conducted last fall from
MarketingSherpa, where participants reported that "house e-mail marketing"
delivered the best return-on-investment in terms of direct response.
BrandMill is a marketing consulting and coaching firm that builds strong brands because we're Pittsburgh strong. Like our hometown, the word that defines us is strength. We've excelled for 25+ years despite radical changes in the marketing industry, economy, communications and technologies. Our people are made from tough stuff. We don't cut corners and we don't take shortcuts. We work smart, hard and fast to help brands build, retain and win-back business. Our principled core values are honesty, integrity, decency, loyalty, dedication, servant leadership and keeping our promises. If business as usual is not building your business, let us share our strength and build your brand. We promise to give you our all.
