A Renaissance in Marketing is needed today..a rebirth!
When the Renaissance swept through Europe from the 14th to the 17th centuries, scholars followed the humanist method in study searching for realism and human emotion in art. And, today we marketers could learn a great deal from those old Renaissance scholars.
It seems like we’re on to something with Social Media – and I remain cautiously optimistic – but, where are all of the Masters today?
If you’re looking for a chance of great success, wow about stepping up and assuming the position?
My team and I are trying our best.
To succeed today (and be able to sleep peacefully at night), Marketers need to work harder in our field of art and embrace ethical and meaningful marketing communications and public relations. We need to create brand stories with integrity, character, authenticity, transparency, guts, and real value with flawless execution – net – we and our clients need to be walking our talk.
I’ve had the privilege of meeting some Renaissance Marketing & PR Masters such as Harold Burson, Aaron Cushman, Bob Dilenschneider and Al Golin and I have studied the works of Marketing and PR Master Strategist Al Ries and several more, and sadly it seems to me that there’s a lack of “people coming off the bench” and/or on deck ready to take their place.
It seems to me that there’s a lack of breakthrough effort, hard work, enthusiasm, guts, class and grace these days in marketing and in lots of professions too. It’s sad.
For years, I’ve been a big fan of Edelman PR’s success and I love their whole ethical approach to business and look forward to their annual Trust Barometer.
There’s a good reason why Edelman PR rocks and why they’re the Mac Daddy of PR firms today and the biggest independent in the world. It’s the legacy of Dan Edelman.
Dad Dan Edelman rocks – still at 90!
And, he’s left a great legacy with his kids who lead the firm today. Check out this this link to an Ad Age Article about Edleman and his video interview with Rance Crain below – love the comment about enthusiasm and focus.
I can “smell” through the video that at 90, this guy would have my back, has a ton of integrity and class and would do everything it takes (in an ethical manner) to drive my business forward. And, he’d be honest with me and nicely “call my baby ugly” and give me solid recommendations to improve my baby’s looks.
Can you smell it too?
Work on being a Marketing Renaissance Master…we need you!
In 20 days at noon, on July 2, 182½ days of the year will have elapsed and 182½ will remain before Jan 1, 2011.
Now is a great time to take a hard look at your marketing systems to see what’s working, what’s not working, what needs to be improved and what needs to scrapped.
That’s exactly what my team and I are doing.
Over the past few weeks, we’ve picked up a few significant pieces of business (believe me, I’m not complaining – we’re blessed) that have required us to more carefully analyze our systems and processes, clients, staffing, quality of work and more.
One of the “more” things we’re reviewing is what has led to our success and how we can refine our systems to not only do a better job for our brand, but also a better job for our clients.
It’s so easy to get caught up in busy work and daily tasks thinking you’re accomplishing things, but at the end of the day you find yourself majoring in minor things without focusing on game changing work along with better planning and performance based processes. Bottom line – you need to block out your time with high value activities!
Our fixed costs, staff and management hierarchy are low, small and flat by design, but with this sudden influx of new business we’re still working hard to clean up our act before considering adding new staff, equipment and even more business.
Here’s a list of our 20 questions to improve our business focus. The list is not necessarily in order and/or exhaustive, but all apply to People, Resources, Innovation, Marketing, Operations and Finance:
- How can we improve upon keeping our promises
- How do we make our company a more fun and enjoyable place to work
- How can we attract high quality people who are proud to work with us
- Does everyone have the tools and experience they need to be successful
- How do we make our unique selling proposition more unique, meaningful and easier to demonstrate and communicate
- How can we reduce costs without impacting our performance
- What kinds of clients/industries should we target
- What clients should we keep
- What clients should we fire
- What should be on our “to don’t” list
- What are the three key things we can do to improve our client’s business
- How can we speed up our efforts to quickly build our client’s business
- How can we more effectively surprise and delight our clients
- How do we create happier clients willing to provide glowing testimonials
- What products and services should we stop offering and/or improve upon
- What new products and services (or enhancements) should we be offering
- How can we improve cash flow, collections and profitablity
- What processes can we automate and systematize to improve performance
- How can we better measure every sales action, marketing channel and map every touch point to determine our cost per lead, sales potential and length to close
- What are we missing or failing to do with regard to people, resources, innovation, marketing, operations or finance to more profitably build a better business for ourselves and for our clients – what’s holding us back
So there you go – 20 questions to ask yourself over 20 days – one a day!
However, throughout your 20 day journey, here’s the thing to keep in mind.
Net – the big question we’re working on if you boil all 20 questions down into one is simply, “HOW DO WE WOW!”
We’re working on it and know it’s a marathon, not a sprint, but how do you wow?
I’m interested in knowing.
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.
- Brownstein used Google AdWords to target Ad Agency Creative Directors on Madison Avenue in New York
- He bet 15 cents per click that these Creatives were no different than the rest of us self absorbed people who Google ourselves
- What the CD’s saw when they Googled themselves was a personal ad from Brownstein – BRILLIANT!
- Young & Rubicam offered him a job!
Note: Brownstein’s Google Job Experiment YouTube video has been viewed over 500,000 times! Rock on Alec!
I’ve never been one to watch much TV and running your own company doesn’t leave you much time at all, but I’ve found myself tuning in to American Idol a lot. Love Siobhan, love Crystal’s talent too, but too much cocky attitude for me. Lee’s my fave guy…OK that’s enough. Oh yeah, I’m into it big time.What’s been driving my nuts about this show is this over used contestant quote that seems to arise every time someone’s performance tanks, “I had fun…I was just trying to have some fun with it.”
Are you kidding me?
I don’t care if you’re on American Idol’s stage, your high school’s stage or a kindergarten school stage and you have non-speaking role as a tree or a rock – you have to bring it!
Have fun later counting your money or bowing to a genuine applause.
And, if you’re in it to win it – you better be or don’t waste everyone’s time – listen to the judges (or in business your customers, sales receipts, food critics etc.,). It’s amazing to me how few of these kids actually listen to the judges who have been around the block a few times. They’d rather pay more attention to the over the top audiences who give everyone a standing “O” whether the rock or not.
These are the same Little League parents who give trophy’s to every team regardless of where they finished. Thanks Mom and Dad!
BTW – Do you notice how the word “great” is used so many times – not just on AI, but generally speaking? Ugh!
When these AI kids tank and say, “I had fun,” (when it’s clear the judges and I didn’t have any fun at all) I just want to reach through my TV and slap them. I’ve been waiting for one of the judges – Simon or Ellen would be perfect – to say, “Well we’re not having fun listening to you, so STOP IT!
These “having fun” kids are choosing songs they feel are safe simply because they’re afraid to fail. Are you like them in business?
Put another way, instead of trying to win…they’re trying not to lose…they’re not giving it their all and leaving everything out on the stage.
Note: Similar to the NFL’s “prevent defense” – I hate it – worst scheme ever designed – that’s another post.
If these kids gave their performances everything they had – and not be afraid of failing - there would be less tears because they knew deep in their heart they gave it their very best and they’ll sleep better at night.
Live with no regrets.
It’s certainly been true for me. And, I see it in business every day with the lack of breakthrough ideas and vanilla milkshake task mentality efforts.
A few months ago on one of the world’s biggest stages – the Winter Olympics – if you paid attention to sports like downhill skiing, you’ll see that those who really pushed it and got on the edges of their skis either broke world records or crashed – there’s no in between – but both kinds of skiers probably slept well at night knowing they gave it their all.
Breakthrough, WOW performances are always a delicate balance between “edgy” efforts and crashes – both are memorable!
However, if you’re just trying to have fun, boring and in middle road – I guarantee that you’ll get run over!
P.S.: One more thing. Notice how the judges often say, “I think” which is weak language. Instead of saying something like, “I think that was your worst performance ever.” Say, “That was your worst performance ever.” Much stronger and effective use if language.
In the past 20 years, business process outsourcing such as accounting, distribution and more became (still is) increasingly popular. Advertising has been a widely accepted outsourced service, but what about outsourcing marketing?
In my experience, most brands have super marketing teams that excel in execution and creativity. However, these crack teams are pulled in so many directions that they lack the time and skill or expertise to think more strategically or analytically.
Over the last few months, our firm has participated in a lot of new business meetings and one of the key questions that eventually bubbles up is, “Why should I outsource my marketing?”
With the speed and sheer amount of radical changes in marketing (social media, mobile etc.), media fragmentation, economic challenges and more, marketing outsourcing is an attractive strategy to employ to cost effectively stay ahead of the marketing curve and your competition.
Here are 10 reasons why you should outsource your marketing.
- You’ll increase a laser like focus on your brand’s core competencies
- Corporate personnel can redirect their efforts in other business building areas
- You can immediately take advantage of world-class talent and specialized services
- You will gain an objective point of view and reduce bias
- Your overhead and payroll will decrease which will free up capital
- The amount of political corporate control will be reduced
- Your pace of positive change will accelerate and you’ll be more flexible to meet market changes
- Profits and overall business unit value and performance will increase
- You will improve productivity, product quality and service levels
- And, you’ll gain an immediate significant competitive edge
Certainly, your success is dependent upon choosing the right marketing partner and welcoming them as a true integrated partner. Start small with easy to manage projects and watch your business profitably grow. Selecting a capable, trustworthy, enthusiastic outsourced marketing partner could be the final piece of your sales building puzzle.
Over the next two days, we’re participating in two separate presentations to the Pittsburgh American Marketing Association at the Duquesne Club downtown and to students at Chatham University.
My client John Graf – co-owner of the Priory Hospitality Group – and I are co-presenting and will review the success of our Winter White Wedding program which has driven first quarter wedding bookings by 400% and continues to rock – it helped us win the Pittsburgh American Marketing Association’s Grand Marketer of the Year Award!
The Priory’s Winter White Weddings are a true testament to the success of “Blue Ocean Strategies” that profitably transform brands by pursuing low cost brand differentiation that makes your competition irrelevant.
To help you sail in Blue Oceans, click this link to review the Priory’s PowerPoint deck:
AMA Pittsburgh Marketer of the Year Priory Hotel 3.16.10
A local Pittsburgh area marketing hero of mine passed away earlier this week Frank Sarris, founder and owner of Sarris Candies of Canonsburg, PA.
Here was a remarkable man who was dedicated to his business, community and family and did it all successfully and with class. We can all use a few more heroes like Frank Sarris.
How do I know this?
No…I never had the pleasure of meeting the man – sure wish I did – but, I’m a loyal customer and longtime fan of his candy (especially Sarris chocolate covered pretzels – the best in America) and I’ve followed his company’s story for years.
Here’s a wonderful obituary written by the Pittsburgh Post-Gazette’s Don Hammond. And, here are just a few of the many highlights in the obit of Frank Sarris’ life and brand that made him so special to me and to a ton of people:
- He started his professional life as a forklift operator when he and his wife, Athena, began experimenting with making candy over 50 years ago in the basement of their home. Now Sarris Candies is a popular name throughout Western Pennsylvania and you can buy them at retail stores throughout the region. And, lots of kids sell them to raise money for their school activities too.
- He and his wife had a terrific bond and she’s credited with encouraging him to keep perfecting his candy in the basement while she kept working as a secretary. And, with all their success, they lived for 33 years (of their more than 50 years in the business) in an apartment over their candy store while putting their money back into the operation
- Frank was named Pennsylvania Small Business Person of the Year in 2001 by the Pittsburgh office of the U.S. Small Business Administration and named one of the nation’s top four small-businesspeople at a White House ceremony attended by President George W. Bush.
- The Sarris family has given millions to help Pittsburgh area universities, hospitals and their local neighborhoods
And, anytime I’ve ever read about the Sarris family or heard a story about them the following adjectives were always used kind, caring, smart, integrity, character, humble.
Here’s my question for you, “What’s your obituary going to be?”
Strive to be like Frank Sarris.
Frank’s story proves that it’s possible to be successful in every role Brand You plays and you can also do it with class.
Sweet dreams Candy Man. May God grant his peace to you and your family.
P.S.: I believe a big reason why Sarris Chocolate Covered Pretzels are the best in America is because they leave a little salt on their pretzels and their milk chocolate simply rocks!
It seems to me that over the past few years, many of us have veered far away from sound thinking. Not just strategic thinking – simple common sense thinking too – and just about all other kinds of thinking in between.
I’ve always been one to strive for better ways to use my noodle and to put it to good use. Certainly, I’ve had my share of blunders, but when I carefully analyze them, I realize that I didn’t take time to think to make a sound decision, gather enough intelligence, come up with enough good ideas etc., and ACT!
I owe a great deal of my street smarts to my brothers and parents – especially my father. And, I owe a lot of my business savvy to several generous mentors over the years. Plus, I’ve gained a great deal of inspiration and insight into better thinking by reading a mini library of books.
I’ve spent my entire professional life in Marketing, and a few authors and books that have helped me in the marketing thinking field include David Ogilvy’s, Confessions of an Advertising Man; and, A Whack on the Side of the Head, by Roger Von Oech.
However, these books don’t even come close to scratching the surface for me. I read a new marketing related book just about every two weeks and several magazines, e-zines etc., Plus, I continuously drink the cool-aid and read and re-read the works of great thinkers like Edison, Godin, Jobs, Kawasaki, Peters, Reis and Trout and more.
A great tool I use is a gift (I paid for the tool, but it’s so valuable to me that I consider it a gift) I received from the innovation masters at IDEO (absolutely love these people). IDEO’s Method Cards have helped me to discover better design ideas.
Today, with so much information at your fingertips and the pace of new information coming at you fast and furious from so many sources, it is increasingly difficult to process it all and make sound decisions and act upon them.
So what can you do?
For me, I’ve found that John Maxwell’s book, Thinking For A Change: 11 Ways Highly Successful People Approach Life and Work to be very beneficial.
I enjoyed and got some use out of Malcolm Gladwell’s, Blink, whose POV is based more on the merits of intuitive, quick thinking rather than Maxwell’s critical thinking hypothesis – which I prefer – and when I take time to do it magical things happen.
Thinking For A Change’s case is based upon the hypothesis that successful people think differently than unsuccessful people and says that if you change your thinking, you will change your life. Yeah, I’d bet on that.
Here are the 11 thinking skills the book teaches:
1. Big-picture thinking – does your thinking extend beyond you and your world
2. Focused thinking - concentrate to find clarity on your actual problems
3. Creative thinking – think outside the box and find break through thinking
4. Realistic thinking – does your thinking have a solid foundation based in reality
5. Strategic thinking – is your thinking leading to ways for you to reach your potential
6. Possibility thinking – helps you find solutions to difficult problems
7. Reflective thinking – revisit history to gain understanding and learn from it
8. Popular thinking – question popular thinking and see if you’re simply rejecting the limitations of common thinking
9. Shared thinking – connect with others to expand and sharpen your thinking
10. Unselfish thinking – consider others and their needs
11. Bottom-line thinking – be focused on results
Maxwell also provides a lot of good examples of these thinking styles at work and I’m sure the book will help you become a better thinker. This is a great book for breaking down the critical thinking process and encouraging people to start thinking again. Especially during these fast times we live in where we all get a ton of new messages every day and information overload is overwhelming.
Maxwell’s book about critical thinking, whereas Gladwell’s Blink is a book about intuitive thinking. To think better you need to practice both methods.
P.S.: Check out some of Thomas Edison’s thoughts on creativity and hard work too. Lots of good books on old Tom. I loved At Work with Thomas Edison, by Blaine McCormick. Also, consider adding Edison’s Idea Quota into your daily routine!
Pancakes in a can? I’m all in!
What a simple brand promise – so easy and clear to understand.
Think Reddi-Whip aerosol can, but think Pancakes – maybe think both at the same time (hint – writing this during dinnertime – and, I’m a little hungry)!
Anyway, I plan to try NEW Batter Blaster this weekend, after eating up it’s marvelous marketing and unique story for some time now. You can learn a ton about how to effectively create and launch a new product by studying the good folks at Batter Blaster. For example, here are just a few reasons why they’re achieving amazing success:
- They created a truly new product that solves a need. Make pancakes easy and quick to make with little waste and mess. Everyone knows that it’s a pain to make pancakes for one or two people – especially in the morning if you work. Most people blow off breakfast – the most important meal of the day – because of a lack of time – so, Batter Blaster to the rescue! Plus, BB cakes must taste pretty good to be able to quickly earn nearly $20 million in 2009 sales when it just got up and running in 2005. Certainly it might not be the best tasting pancake you ever had – taste is a subjective attribute – but balanced on the whole against speed and convenience, it must taste OK and certainly worth a try.
- Clear Positioning – Easy, Quick, Better…Fun. Shake, point and shoot! It’s so easy to talk about it – so easy to explain. People get the core value proposition spot on and it’s easy to spread the buzz. Everything about Batter Blaster is easy – their web site, lists recipes, places to find product, product information and it’s a cinch to find contact information too. And, it’s fun – love the 50′s-style jingle when you hit the home page – “Make a better breakfast faster, Batter Blaster! It’s a spot on benefit rich positioning statement that’s easy to remember.
- Show and Tell and Proof of Performance. Great use of demos, testimonials too – love the Guinness Record Book move – brilliant!
- Great use of Public Relations and Social Media – How about 9,000 Facebook fans of Pancakes-in-a-Can! Let’s face it though – it’s a much easier to get coverage and viral buzz when you deliver on your promise!
In this age of iPod, iPhone and now iPad…iWant, INeed, iGotta have me some iPancakes from Batter Blaster because I’m thinking I’m going to love them! At least one time!
About 10 years ago, I made a huge change in a long time relationship. After about a 15 year relationship, I divorced my dry cleaner because they wouldn’t stop busting my buttons!
Time and time again, when I’d button my shirt, the buttons – especially on the collar and sleeves – would crumble in my hands and seemingly disappear into thin air.
Now, to be fair, my old dry cleaner (and a few others I tried) would replace my buttons free of charge, but how does that help when you’re on the road or running late for a meeting? More often than not when traveling, I wouldn’t even have buttons on my sleeves or collar!
Stupid me. I put up with poor service because of habit. I, like so many of you simply avoided change.
Well, I’ve been married to Sam’s Cleaners & Tailoring (412.343-4933 – 1604 Cochran Road, Pittsburgh) – yes married…I’m that loyal - for about 10 years! I’d bet that Sam busts people’s buttons too, but you’d never know it. They carefully inspect their work before returning their customer’s clothes.
Plus, they’re nicer and they even know my name!
I spent thousands of dollars over the years with my old dry cleaner and the interesting thing is that they never contacted my once to find out why I stopped going to them. They never contacted me despite the amount of my business and despite the fact that they have all of my contact information! Amazing!
The other amazing thing is that I’ve never received a discount at Sam’s and I’ve told at least 50 people how great they are and never received a commission. And, I’ll continue to spread positive word of mouth without expecting anything back from Sam’s. No bother.
A couple questions.
How many brands do you spread positive WOM for that are like Sam’s?
How many of you are busting your customer’s buttons and know it or don’t know it?
For those of you who have a marketing plan that you follow, do you have a retention and win-back plan?
Now can Sam do a better job marketing? Sure, we call can. But, when you deliver flawlessly on the core basic brand promise of your business in a nice and friendly fashion, in the majority of businesses you’re already far ahead of the game.
Take Sam’s lesson to heart and stop busting your customer’s buttons.
P.S.: Always remember if you want people to buzz about you, do something buzzworthy!
