How to Become a Marketing Rock Star

Clarion-University-Small-Business-SBDCBrandMill’s Managing Partner Stephen Wayhart recently gave a branding seminar to clients of Clarion University’s Small Business Development Center. In his one hour seminar to 50+ SBDC clients, Wayhart used Rock and Roll legends such as the Beatles, the Rolling Stones, U2, Jimi Hendrix and more in a metaphorical lesson to help businesses build an effective brand for long term success.

Wayhart’s simple “7 Notes of Marketing Rock Star Success” are:

1.Do What YOU Love
2.Embrace a Lifetime of Learning & Doing
3.Be YOU – Be Different – Be ‘Experienced’
4.Be Relevant & ‘REMARK’able
5.Build a DREAM TEAM
6.Generate Multiple Revenue Streams
7.Stand for Something BIGGER Than YOU
Rock on!
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Gateway Analytical – CSI of Pittsburgh

Congratulations to our super new client Gateway Analytical in Gibsonia, PA on its public grand opening this week. We’re proud to say we earned some well deserved publicity for the “CSI of Pittsburgh!”

A subsidiary of Pittsburgh’s ChemImage, Gateway Analytical provides advanced analytical testing for the forensics (police, FBI, etc.), materials science and pharma industries, and helps each to speed up their testing and reduce their costs.   The company offers services that relay vital information about product quality and investigate regulatory noncompliance issues-all things that are more relevant today and more important than ever before because of America’s growing concern regarding health and safety.  Plus, an increase in government regulation over the safety of consumer products will increase the need for testing laboratories such as Gateway Analytical.

Along with the ceremonial ribbon cutting led by PA Congressman Jason Altmire, the grand opening included guided tours of the new 3,000-square foot facility, and brief remarks from industry experts and community leaders, including representatives from PA State Senator Jane Orie’s Office – Ashley Sisca – and from PA House Majority Leader Mike Turzai’s Office, Mike Hritz.

Check out this awesome feature story (and video) for KDKA-TV by Rick Dayton.

Here’s more from the Pittsburgh Tribune Review and the Pine-Richland Patch. More to come.

All of us at BrandMill were proud to part of Gateway Analytical’s special day and it’s history!

Photo: Dr. Ryan Priore, Jim McGlone, PA Congressman Jason Altmire, Dave Exline, Mike Hritz, Ashley Sisca, John Belechak and Dr. Oksana Olkhovyk

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How to Make 2011 Your Best Year Ever

Throughout 2010, we consulted with over 30 brands – most small to medium sized enterprises (SMEs) like ourselves. And, from this experience, we’ve determined that if brands follow the following seven marketing strategies in 2011, they’ll succeed big time.

Here are our Big 7 Steps to Marketing Success in 2011:

  1. Clarify your marketing message to something memorable and meaningful
  2. Look for ways (and do it) to cost effectively promote yourself (Web, Social, PR, Media)
  3. Do something remarkable (Innovate)
  4. Craft and execute a 3-part marketing plan (so many SMEs lack one). The first part of the plan is an acquisition plan; the second part is a retention plan – retain/build existing business; and the third part is a win-back plan to regain lost business
  5. Build a comprehensive customer database and treat different people differently
  6. Look for ways to make your business easier for customers to do business with you
  7. Provide a unique, value added quality experience that makes your competition irrelevant

When you roll the dice with these key marketing steps yell, “7 come 11” and trust me, you won’t “crap” out next year!

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Always Aim to be the Best

We work with clients of all shapes and sizes – from struggling start up moms and pops to thriving market dominating multi-million dollar enterprises.

Recently, we were blessed to be introduced to Steve and Jen MacBride, a young married couple and co-owner/operators of The Archer’s Edge (TAE) in Oakdale, PA.

We assisted in their Grand Opening this past Saturday on National Hunting and Fishing Day.

Check out this news segment of The Archer’s Edge featuring Steve and reporter Kelly Frey of Pittsburgh’s WTAE-TV (ABC affiliate) which will give you a good feel of the place.

Pretty good priceless PR for rookies – we’re so proud of them.

Proud because they deserve it. Proud because they “bring it.”

I’ve only known the MacBride’s for a few weeks, but I was impressed by them from the start and their desire to do great things.

I’m always surprised and saddened to visit businesses that simply just go along with the flow doing mediocre work and have no processes in place to “WOW” you. It’s all so boring, average, mediocre, dangerous and unnecessary.

Steve and Jen WOW you. Here are a few ways they WOW me.

  1. They have a ton of enthusiasm and passion for their new business, because they love archery and their enthusiasm is contagious
  2. They’re resilient because of their love of archery. They experienced a boatload of unfortunate and unforeseen challenges prior to launch, but their passion overrode all of them
  3. They “bring it” – enthusiasm, attention to detail, passion, excellence to their work
  4. Their goal is to be THE best archery center in Pittsburgh – not one of the best

I’m not a hunter and our business with TAE will not finance my retirement, but I’m a HUGE fan. Sure we’ve helped them a bit along the way with their PR and Marketing and will continue to offer our services. However, because their aim is to be the best (and they have plans to be), their future looks to b a bright one. We’re big fans and we will bust our tails to help them achieve their goals.

Great clients like the MacBrides make great marketing firms like us (we’ve got their back now) and when you build that kind of relationship everyone wins!

Always aim high!

“Shoot for the moon. Even if you miss it you will land among the stars.”
– Les Brown

“A man’s reach should exceed his grasp, or what’s heaven for?”
– Robert Browning

“If you reach for the stars, you might not quite get one,
but you won’t end up with a handful of mud, either.”

– Leo Burnett

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$6 Google AdWords Campaign Lands Dream Job

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.

  1. Brownstein used Google AdWords to target Ad Agency Creative Directors on Madison Avenue in New York
  2. He bet 15 cents per click that these Creatives were no different than the rest of  us self absorbed people who Google ourselves
  3. What the CD’s saw when they Googled themselves was a personal ad from Brownstein – BRILLIANT!
  4. Young & Rubicam offered him a job!

Note: Brownstein’s Google Job Experiment YouTube video has been viewed over 500,000 times!  Rock on Alec!

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Lt. Col. Allen West – A Marketer’s Dream

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.

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The Unique Selling Proposition of Brand Jesus

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.

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AMA Pittsburgh Marketer of the Year

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

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A Butt Face Marketing Lesson

I just love this lawsuit kicked off by The North Face – an premium preppy outdoor apparel and gear company – vs. The South Butt – a skunk works operation run by a college kid.

The North Face giant is suing the kid – Jimmy Winkelmann, a University of Missouri college student for trademark infringement, dilution and unfair competition.

The logos and clothing are a bit similar. And, The North Face’s lofty slogan, “Never Stop Exploring” is positioned against the far less lofty and comfortable mission of The South Butt’s which is, “Never Stop Relaxing.”

For The North Face to win, they have to prove that the two brands are confusingly similar. They’ll lose…I’d bet on it. There’s no doubt that the two companies are different.  I think the average person knows the difference between a face and a butt. Don’t you?

In the meantime, The South Butt is smoking hot and taking advantage of being bullied – their Web site has earned nearly 20 million Google hits.  The South Butt smartly recognized that everyone loves the underdog so they’re making the case well known. And they’ve launched a cool The South Butt Challenge Facebook App to boot!

Jimmy’s going to ride this all the way to the bank and I’ll also bet that he graduates from Mizzou with no school loans!

What’s the marketing lesson? Well, it’s an old and simple one.

The North Face should have left sleeping dogs lie and left Jimmy alone.  They’re flaming his fire and contributing to his success by airing their grievance.

This is a classic case of market share leaders making the stupid mistake of identifying and attacking competitors no matter how big or small.  They have nothing to gain and more to lose.

Class dismissed.

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Marketing Lessons of Dr. King

Today is a special day of remembrance for me because I’ve admired Dr. Martin Luther King Jr. ever since I was a young boy.

King’s life’s work was to create a formidable movement of change and progress on the issue of civil rights in America – which he most certainly accomplished. In fact, his legacy has expanded to encompass not only the advancement of civil rights, but human rights throughout the world.

Dr. King and others in the Civil Rights Movement taught me a lot about living my Christian faith and American patriotism out loud, and both taught me lessons about marketing a meaningful cause.

First and foremost, their brand message was true, right and good – they operated from a solid foundation of truth and righteousness.

From having a spot-on brand message – equal rights – the Civil Rights movement created support (buy-in) of their cause with personal, touching, motivating and powerful storytelling imagery such as:

  • Segregation signs at water fountains, rest rooms, restaurants and hotels
  • Elderly women in their Sunday best being turned back from voting
  • Rosa Parks sitting in front of a white man on a bus and then being fingerprinted
  • White firemen turning high pressure water hoses on the old and young alike
  • White policemen leading German Shepherd attack dogs through black crowds
  • Innocent black children being escorted by soldiers on their way to school
  • Unarmed, peaceful marchers getting viciously beaten by armed police
  • Disgusting Ku Klux Klan marches, and burning crosses
  • Rampant black church burnings and bombings

There are certainly more, but I’m sure you get the picture.

All of these powerful images of factual accounts and experiences combined, provided a motivating case for drastic and immediate change.

Certainly, many images were created, but more often than not these images were created and spread virally because they were true, authentic and emotional which makes for a far more reaching impact.

The positioning message was a simple one of good vs. evil.

Dr. King persuaded, motivated and modeled the movement after Gandhi’s peaceful marches and protests with dignity and discipline. These non violent marches were impactful, but as impressive…if not more so…was the way in which he communicated his brand’s message of civil and racial injustice.

Two things I’ve always remembered in marketing are:

  1. People don’t join causes…people join people with causes and
  2. People typically buy first on emotion, then justify with facts

These two marketing maxims certainly apply to the Civil Rights Movement.

Do yourself a HUGE favor and listen carefully to Dr. King’s entire, “I Have a Dream” speech. The “Dream” speech is a masterpiece and it’s amazing how quiet the audience is throughout it too.

Here is a list of 10 Communication Tips from Dr. King that I picked up from his speech (see if you can pick them up and agree with them; and see if you can discover a few more):

  1. The perfect imagery setting of speaking in front of the Lincoln Memorial
  2. The use of simple, small, easy to understand common words
  3. The impact of the repetitive nature of select phrases (e.g., “now is the the time,” “we are not satisfied,” “I have a dream,” “let freedom ring,” “free at last”)
  4. The effect of name personalization (e.g., my friends, you, me, we etc.)
  5. The effect of location personalization (e.g., he lists key towns and cities where many of the members of his audience live)
  6. The clarity of his speech – perfect annunciation and diction
  7. The passionate nature of his voice – how can you motivate people if you’re not
  8. The perfect pacing and changes in speech patterns (e.g., high, low, quick, slow)
  9. The use of short phrases and sentences to drive home memorable key points
  10. The fact that he used notes sparingly because he spoke from personal experience, believed in his message and thus knew it by heart – teleprompter be damned

Much is made about President O’Bama’s communication skills, but he’s far from being the skilled orator of Dr. King. The president has the Internet, a ton of communication consultants and speechwriters and his infamous TELEPROMPTER (which he uses entirely too much as a crutch). Dr. King had none of the tools that the President has at his disposal, but created such an amazing, impressive long lasting presence.

The President and all of us can learn a great deal about tolerance, patriotism and doing the right thing from Dr. King AND we can all learn a great deal about how to be a Marketing Rock Star too!

Happy Birthday and Rest in Peace Dr. King.

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