Since graduating from college, I voraciously read a new marketing book every 10 days and in my library you’ll find several books by the father of modern day marketing Philip Kotler.
What I love about the guy is that even though his book Marketing Management: Analysis, Planning, Implementation and Control, 13th ed., is the most widely used marketing book in graduate business schools worldwide he never rests on his success and still innovates and tinkers with his marketing theories and models of how marketing works.
I’m a big Philp Kotler fan.
Now, here comes Kotler again with his latest creation (co-written with Hermawan Kartajaya), Marketing 3.0: From Products to Customers to the Human Spirit.
The central theme of the book is based on the simple values-based (not value) matrix above which demonstrates how marketing today has shifted from Product-Centric (Rational Marketing – 1.0 era – e.g., Volvo = safety), to Customer-Centric (Emotional Marketing – 2.0 era) to today’s Human-Centric (Spiritual Marketing – 3.0 era ).
Marketing 1.0 and 2.0 were about how a brands products and services would serve its customers. Marketing 3.0 is about how a Brand connect with the human spirit of its customers who desire that they assume their fair share of social responsibility for issues that concern everyone (e.g., environment, hunger, poverty, human rights, health and well being etc.).
Brands that behave and conduct themselves properly with regard to the environment, general community at large and create real meaningful demonstrable value that aligns with the social good will be welcome and respected. The media will promote caring companies which will influence buying behaviors.
Kotler posits that most marketers are stuck in the past. His new model for marketing treats customers not just as consumers, but as complex, multi-dimensional human beings – customers with complex human spirits who are active, engaged, anxious, informed, creative and have the ability to easily connect with others.
Marketing 3.0 addresses the complexity of the human spirit and S.C. Johnson is just one of the many brands Kotler cites as those who are creating products, services, and company cultures that lead, inspire, and reflect the values of their customers.
This recently released book is on my shopping list because I read Kotler’s Marketing 3.0 whitepaper here – kotler_marketing_3.0_values_driven_marketing – sure wish brands like BP could have read it and embraced its philosophy – make sure you do!
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!
This weekend is always a great time for me, because it gives me extra time to truly pause and reflect on my super Mom – I adore her (same goes for my mother-in-law too) and am so very blessed to have her in my life. Now, I’ve always been a believer in the Big Guy upstairs, but I’ll tell you if my Mom doesn’t make it to heaven, there just simply isn’t one!
While Mother’s Day comes just once a year, every day should be Mother’s Day for the incredible role they play in all of our lives.
Don’t you agree?
Salary.Com, has highlighted all of the job titles that best define all of Moms’ responsibilities which are (in order of hours spent per week): housekeeper, day care center teacher, cook, computer operator, facilities manager, van driver, psychologist, laundry machine operator, janitor and chief executive officer. I’d add dog walker/caregiver, guardian/protector, nurse/doctor, motivational speaker, cheerleader, life coach, healthcare consultant, gardener (PLUS – “day job’ working mom if it applies) and I’m sure my Mom could list more!
So what is Mom worth?
For me, and I’m sure for you, Mom is priceless, however Salary.Com gave it a shot to actually put a price tag on Mom’s work.
Based on a survey of more than 28,000 mothers, Salary.com determined that the time mothers spend performing 10 typical job functions would equate to an annual salary of $117,867 for a stay-at-home mom. Working moms ‘at-home’ salary is $71,868 in 2010; this is in addition to the salary they earn in the workplace.
Here’s a really cool thing you can give Mom on her special day – a customized paycheck – now you can’t put a price tag on your Mom, but Salary.Com is certainly giving it a go!
In Marketing, strong Brands are what it’s all about, so what you can you learn about brand marketing from Brand Mom? Here are 25 lessons (in no particular order) from where I’m sitting:
- Have unconditional love for your family
- Tell the truth, admit when you’re wrong and be truly sorry
- Leave things and people better off than when you found them
- Stand for something – Care
- Clean up after yourself
- Don’t be a blind follower – lead
- Surround yourself with positive people
- Do good work and be proud of your work
- Perseverance – have resolve
- Be a team builder
- Be positive and enthusiastic
- Be respectful and respect yourself
- Be disciplined and follow through on execution
- Keep your word – walk your talk
- Servant leadership – serve others without looking for payback or PR
- Smile, be nice and be courteous – say thank you and please
- Speak up, speak clearly and write well
- Say thank you and mean it
- Plan ahead and be resourceful
- Have faith, hope and dreams – think big
- Know the value of a dollar – save money for raining days
- Learn how to bounce and roll because you’ll fall and fail often
- Sweat the details, but don’t sweat the small stuff
- Be true to yourself – don’t be someone you’re not
- Money isn’t everything, but Family is
Thanks Mom!
How about you? Anything to add?
Happy Mother’s Day Super Moms Everywhere!
Forrester says that by 2014 (see Advertising Age article), you and most of your customers are going to get over 9,000 email marketing messages a year which is about 25 messages per person per day or two times what you both got last year!
And, email marketing spending will increase to $2 billion in 2004 – about 2X what was spent last year!
So, what’s all this mean for marketers like you and how can you overcome your customer’s email irritation and overload?
Here are three ways to immediately improve your email marketing:
- Integrate email marketing with social media communications since most young adults (18-24 year-olds) prefer it over email; over 20% of adults prefer it too
- Segment email databases into smaller/tighter unique groups and send relevant, timely messages
- Be religious about testing your email campaigns and work to improve your creative executions and copy writing
Good luck!
…not percentages.
Following yesterday’s post about testing, someone asked me about testing promotional offers and wanted to know which has more appeal, a dollar off coupon or a percent off coupon.
After saying, “Test them both,” I told him that in my experience a “dollar off” promotion typically outsells a percent off promotion. Dollar offs, BOGOs (buy one get one free, cash rebates etc.,) rock harder than a simple percent off promotion.
Why?
One big reason.
Money talks and you know the rest.
It’s far easier for busy people (aren’t we all) to understand the value of a dollar figure vs. calculating percentages.
But hey, don’t take my word for it
Check out this Marketing Sherpa article which supports my view and highlights how one brand’s test proved that its dollar off promo delivered 170% more revenue.
For our clients, I find that emailing campaigns early in the morning and early in the week provide better results. Early morning emails work better for us because it’s easier to get people’s attention before they jump into their daily activities. See B2B Magazine article here and this eMarketer chart which both agree. I’m sure early morning deployments work well for both B2C and B2B businesses alike.
Giving people ample time to react and respond along with a respectful reminder works wonders too. Marketers forget that not everyone opens their email every day and often their addresses are personal (non business) and may only get opened once a week.
Email timing is critical to the success of a marketing campaign. And, deciding the right time of day, and the precise day to deploy your email message is as important as the message itself, but many brands don’t pay enough attention to timing.
You need to get the timing right because your message competes with every other message received by land line phone, mail, social media and smart phones.
Pivotal Veracity discovered that the average elapsed time between when messages are first sent to when they are first seen is growing to about 26 hours.
See their report here: pivotal_veracity_email_engagement_index_q1_q3_2009
In addition, another email marketing best practice involves testing. Email testing is pretty easy to do and I continue to be amazed by the lack of it by brands of all sizes. eMarketer reports that only about 63% of Marketers test their email campaigns! Ugh!
According to a recent ExactTarget study, 40% of email marketers’ lists are unengaged recipients and another 44% have a low level of engagement.
Different strokes (messages) for different folks is key to having an engaged database.
So, what can you test? What should you try? Well, just about anything and everything! Check out just some of the opportunities in this chart:
Marketers need to maximize message relevance and avoid sending email subject matter to people who do not care to receive it.
Try creative copy split-run email tests by taking your list and divide it in half (or thirds) and simply test two/three different subject lines or calls to action or other features such as copy, design, offers or more.
Start testing your email marketing campaigns. It’s easy…just do it!
I suppose with all the beautiful newness and growth that Spring brings, I find myself more inspired and looking for ways to help my clients breakthrough with innovative new ways of doing things.
Spring never fails me.
I truly work on being innovative and constantly look for inspiration inside and outside of my industry.
And, it’s always awe inspiring to me to see common things done in an uncommon way.
How about square watermelons?
As you know, a round watermelon can take up a lot of space in your refrigerator and the usually round fruit often sits awkwardly on refrigerator shelves.
Innovative Japanese farmers have forced their watermelons to grow into a square shape.
They do it by inserting the melons into square, tempered glass cases while the fruit is still growing on the vine.
Here’s a picture of the packaging.
And, here’s one way Mr. Clean uses Crosswalk lines for advertising/product placement:
And, here’s another use by a local office supply store:
If you’re inspired to become more innovative – anyone can learn to be more innovative – try using Ideo’s method cards and/or reading: The Ten Faces of Innovation: Ideo’s Strategies for Beating the Devil’s Advocate & Driving Creativity Throughout Your Organization. And, read a few of Roger Von Oech’s books too. Roger and I go back a long way – he’s been giving me whacks on the side of my head for many years..
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.
I’ve been a practicing (and far from perfect) Roman Catholic and Christian all my life, and for over 25 years, I’ve been a practicing (also far from perfect) marketing professional.
For the past few months, I’ve been working on a lot of brand positioning exercises and marketing audits as well as attending a weekly bible study. As I’m preparing to enter Holy Week and Easter – my favorite time of the year – my professional and personal life is colliding in an interesting way.
I’ve been thinking about Jesus’ ministry and his time on earth a lot lately. And, I’ve been thinking about him as a brand too. And, when I think of him as a brand, his radical and remarkable message and unique selling proposition is clearly one of unconditional love, tolerance and forgiveness – but, love is his foundational core message. And, he demonstrated his core message of love by living it out loud through his actions and by making the ultimate sacrifice.
I say radical and remarkable because if you closely study The Sermon on the Mount, you’ll see what I mean. C’mon…turning the other cheek is one heck of a radical concept! Even today!
When I try to stand outside of my faith and look at Christianity as a product, it’s amazing that it has spread throughout the world and has welcomed 2 billion adherents without depending on large scale ad campaigns, social media and the like.
Christianity has spread because one person – Jesus – started it by speaking his message of truth, being authentic, transparent and following a singular focused devout message of pure unconditional love for everyone.
It’s a great lesson for all of us people of the world and marketers too.
Happy Easter to all of you.
P.S.: With all due respect, this post is not meant to be sacrilegious at all, but merely an essay in effective branding/messaging. Also, for those of you interested in religious marketing lessons, I came across this Blog – Church Marketing Sucks – and found it pretty interesting. The site’s goal as stated is to…“frustate, educate and motivate the church to communicate, with uncompromising clarity, the truth of Jesus Christ.” Another interesting post is here, Jesus Is Not a Brand; Why it is dangerous to make evangelism another form of marketing, by Tyler Wigg Stevenson.
