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Ted Kennedy is your best friend

August 26, 2008

Categories: Marketing Message

Watching the Democratic National Convention last night, you couldn’t help but be amazed watching and listening to Ted Kennedy. In case you aren’t aware, the “Liberal Lion” has been battling brain cancer and, against the wishes of his doctors, made a rousing appearance at the podium in Denver and electrified the democratic faithful.

Whatever your politics, Senator Kennedy’s appearance and energy was inspirational. He moved thousands of people in attendance and most certainly millions nationwide. If yours is an organization that seeks to inspire confidence and action in your customers, today offers an opportunity to deliver a timely and potentially effective message.

If you believe that current and world events affect people’s mindset, then it behooves you to pay attention and make use of pertinent news and information to help further your story. Today, Senator Kennedy’s passion is a heck of a story.

Posted by: Steve Banis

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Just cause they’re big…

August 22, 2008

Categories: Customer Focus, Strategy, Websites

I was doing research for a new client early this morning. I needed to learn about Microsoft’s Certified Partner program for one of their product lines. After going to their site, I searched high and low to find a link that would let me search for a list of Certified Partner’s in my neck of the woods. Found the link that promised me what I wanted and clicked.

The first form asked my name, rank, and serial number. After submitting, I was sent to a second general request form that I had to fill out. It had something like 8 required fields. I dutifully filled it out and then I hit submit. After all that, you’d think I’d finally get the list I wanted, wouldn’t you? Well, I’m afraid not.

Even though the initial page promised that I’d get my list if I’d fill out their forms, they had the nerve to tell me that they’d have someone call me in 24 to 48 hours. They didn’t even have the courtesy to tell me that whoever called me would finally get me my list! Not knowing if I’d ever get what I was asking for, I sent an email to the address provided specifically requesting said list.

Needless to say, if I weren’t doing homework, I’d have left the site the minute I couldn’t find a button that got me what I wanted right up front.

Moral? Thinking from the client’s point of view is a competitive advantage. Even if your competition is Microsoft.

Posted by: Steve Banis

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Small Victories

August 20, 2008

Categories: Courage, Startups

On an earlier post I discussed the need for passion and enthusiasm because most marketing campaigns turn into an epic battle. After researching and targeting your market, building your message, assembling the right tools, and executing the campaign – you’re left with the one other essential ingredient that keeps you going: hope.

A strong message, a solid campaign, faith in your mission, and a strong dose of talent get you in the game. What keeps you in the game is passion and hope.

New and mature marketers alike need to maintain hope to stay on track, that’s why it’s so important to register small victories along the way. Small victories validate, build confidence, buoy your spirit. Players who hit .300 in the major leagues typically have long, if not always stellar careers. Those that always swing for the fences are heroes one day and goats the next.

When starting a campaign, you can expect to succeed in the long run by consistently hitting those singles. Small victories. Before you know it, your power will come and then you’ll be knocking ‘em out of the park.

Posted by: Steve Banis

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“Tweener Systems”

August 18, 2008

Categories: Decision Making, Lead Nurturing, Product Development, Strategy

One of the essential tools needed to execute a lead nurturing program in your organization is some form of contact management / lead management system. I’ve spent hours on end trying to decide on the best system for Banis Marketing.

I’ve spoken to a number of people who’ve tried to tackle this challenge themselves and we are all coming to the same conclusion: there is no perfect choice for anyone. It shouldn’t be a surprise, but c’mon folks. The rush to market has created a mosh pit of offerings and a fog of sameness is settling in.

It seems that this industry is in that awkward and confusing “tweener” phase. That’s somewhere between startup and maturity. It’s where the market has proven that the industry has a bright future and there’s a stampede to make sure your company has an offering.

The result is customer confusion and often long-term dissatisfaction. If your industry is in this tweener phase, then how should you market your product? There answer is, as usual, in seeing it from the customer’s point of view. In the rush to get a “me too” product to market, all the offerings start to look the same to the customer. So to make a choice, they have to prioritize the features and benefits they want from their purchase.

Product and service providers have to recognize that their customer is narrowing down their “gotta have” lists. Therefore, you must even more clearly define the strengths of your offering. Take a stand. (check out Seth Godin’s classic Purple Cow to see what I’m talking about).

Sure you’ll turn away the customers who are primarily seeking a different benefit than the one you’re touting as your strength. But in the long run, you’ll have integrity, and when the market shakes out, you’ll have a better chance of being one of the lone survivors than a provider that faded into the herd.

Posted by: Steve Banis

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The next generation

August 12, 2008

Categories: Family Business, Strategy

I’ve recently had a number of meetings with very established family businesses. While discussing their business development plans, I’ve been reminded of some words of caution from my dad given to me several years ago.

I grew up in a family business so I have a special place in my heart for the men and women who have built an enterprise that supports their family as well as the families of their associates and employees.

One of the most difficult decisions any family business entrepreneur faces is when to let go of the reins – and more importantly – who to give them to. When it comes to their children, many of these trailblazers have high hopes that the next generation will take the family business and build it to greater heights. But for every success story, there may well be several heartbreaking ones.

Seeing our children through rose-colored glasses can put all that has been built at risk. It puts employees at risk, customers at risk, and future retirement income at risk. Although unintentionally, it also puts the future of the children taking over the business at risk.

Succession planning is a tricky thing…sort of like changing quaterbacks (ya hear that Green Bay?). The key is to look at the next generation as you would any potential new owner of the business. Do they have the passion, the skills, temperament, and leadership qualities necessary to stick to a plan and take the business to the next level?

Almost every family business entrepreneur I’ve known dreams of the legacy created by passing the mantle to their children. And if they are qualified and have the passion for the job, nobody will take care of the business and its people better than someone with the perspective of having grown up with it.

Turning over a business to a child that doesn’t really want to be in that business – or wants to completely change what that business is all about – is a risky proposition. Every year is a new challenge. Markets change. Customers change. Be sure new owners, partners, and strategic allies fit the culture and the mission of the business no matter what house they grew up in.

Posted by: Steve Banis

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Enthusiasm is essential to success

August 9, 2008

Categories: Decision Making

Given that the success of any sales lead generation or business development program is 1/3 message, 1/3 tools and tactics, and 1/3 consistency and determination, it stands to reason that you’ll be living with your campaign for quite some time. In fact, if you read my last post on the 24 month rule, you know you’ll be hearing your message day in and day out for two years or longer.

That begs the question – will you maintain the consistency and determination to see your campaign through to success? Or will you get bored, distracted, or discouraged and quit?

One of the most important elements to the success of any marketing program is the enthusiasm the person in charge has for their business and for their vision of the future. Passion is an essential ingredient to success in any endeavor.

Before you make the commitment to any marketing program, be sure to take your temperature. While you’re at it, check on your boss, your peers, your employees, and a few key customers. Be sure you all share much of the same enthusiasm.

Marketing ain’t necessarily brain surgery. but It does rely on commitment. No commitment is maintained for long without real desire.

Posted by: Steve Banis

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24 in 24

August 6, 2008

Categories: Lead Nurturing, Strategy

When you connect the dots of information in my last several entries you come up with a basic formula for turning your lead database into clients: 24 in 24.

The first 24 is the number of exposures it takes to turn over every possible rock when trying to do business with a particular targeted relationship.

The second 24 is the number of months that it can take for 80% of your leads to buy your product or service – from you or your competitor.

Put them together and you realize it comes down to maintaining focus on your marketing priorities and perseverance. This is the essence of a relationship nurturing program.

Posted by: Steve Banis

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Burst Marketing

Ted Kennedy is your best friend

Just cause they’re big…

Small Victories

“Tweener Systems”

The next generation

Enthusiasm is essential to success

24 in 24