Banis Marketing

I’m working on the launch of a new business right now. We’ve answered the key “why us?” question - explaining who we are and why anyone should care. The logo is being prepared. The website is in progress.

How about a tag line?

You know, the short snappy little phrase that makes everyone remember you. Millions of people remember the big ones:

Just do it. The right choice. The king of beers. I’m loving it.

Sure, these are good tag lines.  Even more importantly, these guys also spend mega millions on advertising to put them in front of your face. It makes it a little easier for people to remember if they hear it in the first place.

Does your business have the money to communicate on a massive level like that?

Even if you gross over $100+ million a year, I doubt you could put your message in front of your entire target market with enough frequency for it to be remembered.

Are tag lines important?

In Marketing 101, you learn the 4 “P’s” - Product, Pricing, Placement (distribution) and Promotions.

Your company’s name, logo, tag line, and key positioning statement (what I consider as your Brand’s Opening Statement) should work together through pictures and words to explain what’s unique about your business when it comes to these 4 “P’s” (your USP).

While it’s nice and extremely useful to have a memorable tagline - I wouldn’t knock myself out trying to come up with the magic words. One short phrase can’t do it all.

I know that some of those big guys pay marketing consultants millions to create and test the ultimate memorable tag line.

That’s Grrrrrreat! (no offense Tony). But as I said, tens of millions will be spent to support the new tag.

If you’re like 95% of all businesses, your most important task in this area is to create a clear and persuasive case for your business - your Brand’s Opening Statement.

It’s that combination of business name, logo, tag (if needed) and positioning statement designed to provoke a reaction in your target audience.

Of these four, the tag line is the least important element. Depending on the type of business you have and the market in which you compete, either your name or positioning statement are your most important, followed by your logo.

Sometimes, location might be all the positioning statement you need. Just look at your dry cleaner.

Chances are, you use them because they’re close to your home or office and they haven’t ruined your stuff. It’s also likely their name is just something like “Cleaners” or “Joe’s Cleaners.”  That’s it. No fancy logo. No tag. No positioning statement.

Just simple, reliable, convenient, and the comfort of the same friendly face.

Now that’s marketing.

Posted by: Steve Banis

The way I think about people - in and out of the business world - has been guided by two towering figures in my life. My father and my son.

My relationship with my dad hasn’t always been smooth. He cast a big shadow growing up. Tenacious worker. Big personality. Serial Entrepreneur. He made his own way.

It’s tough to follow in those footsteps. They are as unique as his fingerprints.

Over my 25 years as a marketing man, I’ve made it my business to study human nature. How individuals and groups work, think, and act. Once I became a dad about 12 years ago, I included myself in my study of humanity.

It’s amazing what you find when you look in the mirror…and the face of your child. That face is the most honest reflection of yourself there is.

In my son’s eyes I can see the effects of my actions on him and those around me. He’s made me want to become a better man, and he remains my life’s greatest motivation.

When I began looking at myself in earnest. I could also see my father. His struggle to be a better man, the best dad he could be.

He was not blessed with the best of role models. Born in the Warsaw Ghetto at the dawn of the Nazi invasion. Growing up in post WWII Germany and developing a thick skin.  Immigrating to America as a plumber, and later driving a cab in NYC to pay for his education as a mathematician.

This background does not create a “New Age” father. But it does teach survival, persistence, and intense love and loyalty for family and friends. Pretty good stuff.

No, things were not always smooth growing up. But looking into the mirror today, I can honestly say that my dad stands side by side with my son as the best teachers a man could ever have.

Happy Father’s Day dad…and to all the fathers who love their children as much as mine has me.

Posted by: Steve Banis

Sometimes, even I don’t listen to myself.

Just ask my friends. There’s a lot not to listen to.

I use AWeber as my email service. It’s pretty good. Don’t like it as much as I thought I would. But it has some nice features that the other big names didn’t have when I started with it.

It allowed me to easily set up a blogcast each week. But it was deceptively easy and I was determined to design it myself…hey I know blogs.

Know your limits my friends, that’s all I can say.

I’ve changed the design of my blogcast template 6 times. It gets worse every time.  I’d like to publicly thank those of you who’ve suffered though my stubbornness. Others didn’t.

Sometimes the teacher needs to be reminded of his own lessons. It happens to the best of us.

I’m going back to the drawing board. I’m hiring my web design partners to do a professional job.

Like I should have done in the first place.

Lesson learned.

Posted by: Steve Banis

A recent case study on MarketingSherpa.com demonstrated the effectiveness of autoresponders.

This is a tool offered within better equipped email platforms that allows you to program a series of messages to be delivered to your target lists at designated intervals.

What makes this so powerful is the ability to let these campaigns run by themselves. Further, with some extra work, you can separate, qualify, and bring your targets closer to doing business with you by following multiple communication paths.

Scooby Doo, where are you?

For example, say you want to reach customers that are interested in collecting old lunchboxes. (I had Scooby Doo in 2nd grade.)  Some of these babies go for thousands of dollars. (Mine got thrown out, along with my baseball cards. Thanks mom.)

So you set up a landing page showing off examples of some boxes you have for sale.  It also explains that you have a real nose for locating those hard to find boxes that make a collector drool.

Then your targeted communication program brings you visitors to your site who sign up to receive more information.  Now here’s where the autoresponders get to work.

You’ve written a series of messages that goes to every new person who signs onto your list.  Out goes a welcome message immediately.  Next day, you send them a little biography about yourself, and the big finds you’ve made in the past and how you’ve seen some of your clients make lots of money on their lunch box investment.

Lead them to water

One week later, you send out a testimonial letter with a story from one of your customers.  It says that you helped him relive his childhood and connect with his son by finding him the exact box he had when he was 8 - the Rocky and Bullwinkle one with a bright blue background. It made him cry.

Two days later, you send an email asking your reader to let you know what kind of interested party he is…a real collector looking for that hard to find, expensive treasure or someone just interested in the topic.  You can now create two lists from those who respond - qualified buyers and tirekickers.

Now separate them into two lists, and send each their own set of email messages. For the qualified list, it may pay off to make them personalized.  All the while, you’re bringing the qualified prospects closer and closer - without ever picking up the phone.

It takes thought, creativity, intuition, hard work, and a little bit of talent. But once you’ve got your process, it’s all automatic.

Posted by: Steve Banis

That’s right, people really are following you.

As the world continues to shrink, the number of things competing for our attention has gotten way out of whack. That’s been a big problem for media outlets - TV, Newspapers and Magazines in particular.

So marketers have been keeping a closer eye on you.

Don’t be surprised. You used to be able to simply buy a list of “high net worth investors” or “dog lovers” or “golfers” or “cooking enthusiasts.”  But now, those categories are way too big to be cost effective.

“Dog lover” is too broad. You need to drill all the way down to “Labradoodle lovers in Upstate NY.”

The era of 1 to 1 marketing is finally maturing. Mass advertising is inefficient. Enter “on-demand” TV. Direct mail needs more fine tuning. So add a personalized URL (PURL, landing page) to further qualify your list.

Finding your target is a tricky thing. Creating a virtual marketing “GPS” is the way to go. Surround your target and triangulate their coordinates. Then fire off your rounds of communication.

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In appreciation

As a father raising a growing boy, I don’t like that at all times, war wages somewhere on the globe…and that all too often our nation is caught in its grip.

Today, however, is Memorial Day. A day to put aside ideology and honor those who have followed their convictions to serve our country. I want to offer my sincere gratitude to all our veterans and to the memory of those who passed in service. My dad is a Holocaust survivor and neither he nor I nor my son would be here without the sacrifice of those in our armed forces.

Posted by: Steve Banis

I start nearly every day by checking email. You may hop in the shower or choke down a breakfast bar.

Some finish dressing with sock-shoe-sock-shoe. I’m a sock-sock-shoe-shoe man.

Habits. We are all creatures of habit.

These rituals provide consistency and comfort. They help us deal with a complex world.

Customers are creatures of habit. Companies are creatures of habit too. And old habits die hard. Problem is, if some habits aren’t broken - the results can be devastating.

Lately, I’ve been thinking a lot about habits. What changes them, where things might be going, opportunities, and threats. And the potential actions we may want to consider as a result.

There’s something life changing going on. I can’t quite put my finger on it and I need to - we all need to.

There’s a world disturbance upon us. It’s the sum of many factors.

Here are just a few:

- 24 x 7 communication and the Internet

- World trade and shifts in global economic power

- An unfocused effort towards alternative energy

- Heightened fears from all sorts of stuff; too many to name

- An aging population in the industrialized world and a younger one in the Third World

Did you know that of the 6.7 billion people on the earth, China and India account for over 37%. The U.S. has 4.5%.

Think these things aren’t about marketing? Your business? Your family?

It all plays a part. Old habits and expectations are going to change. It takes a world disturbance. A series of cataclysmic events. That’s what forces them to change.

And you know what? It can be a good thing. A very good thing.

As long as you recognize where it’s all going.

When I need to get a handle on something, I usually think it through out loud. I hope you don’t mind, but I’m gonna think out loud right here.

Feel free to add your thoughts.

Posted by: Steve Banis

You can look over hill and dale and you’ll never find customer service like this.

A complete “irrational obsession” with your happiness.

Arranging events and handling all the details

Personal shopping

Providing and obtaining all sorts of help for your projects

Ensuring you look your best and are well fed

Provides words of encouragement…and valuable constructive criticism

Evaluates potential partners and offers an honest opinion

Picks up your dry cleaning, does your laundry, and drives you where you need to go

Carries you around for up to 9 months or more when you can’t take care of yourself

Is elated with your victories and devastated by your defeats

Knows you better than you do

Loves you unconditionally

Thanks mom.

Posted by: Steve Banis

Consumer telemarketing has achieved the unfortunate reputation achieved by used car salesman, carnival game operators, and Bernie Madoff.

However, to reach the communities you’ve built over time - your customers, prospects and other contacts - using voice to deliver your message can be both courteous and extremely effective.

The people on your lists expect that you will engage in ongoing communication with them by virtue of your relationship. So you’ve already received their permission to contact them. That makes you compliant with CAN-SPAM and perfectly OK to pick up the phone.

Boston College did just that.  Well, sort of.

Kickoff

The Boston College football team had a strong 2007 season, eventually going on to its first ever Atlantic Coast Conference (ACC) title game.  The game was set to take place on December 4, 2007 in Jacksonville, Florida.

Great news.  Except that the Eagles clinched their spot only two weeks before the ACC Championship game.  BC had just two weeks to sell as many tickets as possible and ensure solid support for a game taking place 1,160 miles away.

They needed to drum up support from alumni and get fans to travel down . And they needed to do it quickly and cost-effectively.

Nothing like the spoken word

Boston College used an automated voice-messaging solution to target more than 115,000 season ticket holders and alumni.

They had their star quarterback Matt Ryan record the message, explaining the historic event and the sense of urgency to participate - and then offered up a call to action.  Even if fans couldn’t come, they asked them to donate their tickets to a Jacksonville-area charity to help fill the stands.

The response was immediate, with ticket sales flying through the roof on the day of and the day following the message’s release. In all, close to 5,000 tickets were sold, with more than 400 purchased and given to charity.

In the end, Boston College was able to ensure it was well represented in Florida and managed to profit $200,000 from a campaign that cost $10,000 to launch.

The phone is alive and well my friends - it’s just living a different existence in your marketing mix.  It’s extremely cost effective.  And it can work very well when delivering a timely message.

Have a particularly important piece of news to deliver?  A once in a lifetime sale?  A special event you don’t want people to miss?

Use voice.  But don’t use it too often.  Like endless jabbering from the person seated next to you on the plane - it loses its charm quickly. Then it’s just annoying.

[case study was reported on Marketingprofs.com]

Posted by: Steve Banis

Content is king in any campaign. Then it needs various pathways to flow to the target.

One pathway that’s gotten a bad rap is the telephone. Too many pushy telemarketers have spoiled the bunch for those who want to use the phone in a responsible way as part of their communication mix.

For B2B targets, all’s still fair game. For B2C customers, the Do Not Call registry and the CAN-SPAM act have done a fairly good job of closing down that channel.

There is, however, a growing technique for integrating voice into your campaigns. And it is proving to be extremely effective even with individual consumers.

Recent case studies are showing that a relatively small investment can yield big returns.

Boston College achieved a 2000% return by generating a $200,000 profit from a $10,000 investment in a voice-based campaign.

Next week, I’ll tell you how they did it.

Posted by: Steve Banis

Driving down I-75 in Ashworth, Georgia you can find what’s claimed to be the world’s largest peanut. I know what many of you are thinking - “Who cares”, right?

A giant peanut may not be your definition of fun, but for many others it may be just the right fit.

Millions of Americans take in one or two of the hundreds of quirky roadside attractions each year. The family roadtrip wouldn’t be the same without it. Neither would sales at the gift shops and local merchants surrounding these landmarks of kitschy architecture. They bet their livelihoods on it.

Business owners are often worried about alienating some portion of the marketplace. “If I focus my marketing towards older customers, that’ll put off the younger end of the market, won’t it?”

Maybe, maybe not.

One thing’s for sure though. If you try to be all things to all people, then you’ll be nothing to nobody. To be successful in your marketing efforts, you’ve got to stand for something. It takes a little courage. But think of it this way.

Square peg, square hole

If you were looking for the best steak in town, would you think first of your local diner or of the place with the picture of a cow out front? Diner’s have huge menus - there’ll be a steak there for sure. But the place with the cow and all the cars in the lot tells you that this is where your red meat craving will be satisfied.

Creating a business of excellence is naturally exclusionary. Developing your detailed expertise, your customer service, even your accounting process is all tailored to fit the unique relationship you have with your customers. It’s not meant to fit every type of customer.

Competing in a crowded market, especially in more difficult times, requires you to focus on the segment of the market that’s the best fit for your business. There are 300 million people in the United States. Almost 30 million businesses. And a couple more outside our borders.

For most, capturing even a small fraction of their market will constitute a huge success.

So don’t worry about pleasing everyone, it’s not possible. It’s not even desirable.  Be who you really are. Be authentic. Strive for excellence - and you’ll attract your kind of people.

You’ll be more profitable and happier for it too.

Posted by: Steve Banis