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It’s Not Free!

March 29, 2009

As the recession plods on, weary marketers are casting their eyes on social media as an inexpensive “plug in” to their marketing plans.

Twitter is all the rage. Facebook is adding thousands of fans. LinkedIn and MySpace are like old friends. There are millions of subscribers in them thar servers and marketers are gonna be darn sure they get their share.

Hold on little doggie

It’s true. Social media can be a very effective component of your overall marketing mix. But it’s not a panacea. Think of your social media profiles as a sort of virtual satellite office.

Your “headquarters” is your web site. It’s where you want to drive traffic, show them your wares, make your offers, capture their attention, and add them to your community.

The personal profiles and groups you create on places like Facebook are a distribution channel for your content that propagates from your website and related items like your blogs.

Direct marketing begins with the identification and location of your target audience. You want to deliver your message wherever they hang out, play, live, and work. Many of them are now on social media sites. That’s the reason you want to be there – because they are.

Be a good host

Of course, once your “satellite office” is open, you’ll need to “hang out a sign” and tell people you’re there. Invite them over. Serve some drinks. That’s where the real hard work comes in.

Just like on-site SEO, it takes hours and hours of tedious and focused work to make your social media effort successful in the long term. And like in real life, you need to network your way in with the cool people (at least those that are perceived as cool by your targets). Be seen in other popular groups. Participate in discussions. Show your personality. And again, invite people over.

Now do that day after day. Week after week. Month after month.

Leverage your customers, your prospect email lists, and other communities you’re involved in. Invite them to your groups.

And always have something for group members to do. Play a game. Watch a video. Go to an event.

A good host always has a plate of cookies out on the table for guests.

Social media works. It may seem less expensive on the surface than other forms of marketing communications.

But it sure ain’t cheap.

Posted by: Steve Banis


Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

 

Survive and Advance

March 22, 2009

I don’t know if you’re a college basketball fan, but in case you missed it (hard to do); it’s March Madness time again.

Each year as the calendar points towards spring, a field of 65 college basketball teams square off to determine the national champion. And every game is sudden death.  Win and you play on, lose and you’re season is over.

It’s a fine, if dramatic, metaphor for what you face every day. Jim Valvano, the late coach of North Carolina State coined the phrase “survive and advance.”

No kidding.

Where are they coming from?

Even as some competitors are shutting their doors, others are still advancing. And some of the survivors aren’t the same competition you’re used to seeing.

The CEO of Dollar Stores recently said that he is seeing customers in his stores that were once regulars at Target. Former Macy’s customers are now helping to create big sales at WalMart.

Seen the deals at Caribbean resorts lately? They’re cheap. That’s because Wall Street execs are staying home or loading up the Volvo station wagon and crying their way to the dude ranch. It’s creating business for more cost-effective lodging such as owner rentals.

And that doesn’t count new competitors from around the globe showing up on customers’ desktops.

Even as the field of traditional competitors narrows, the overall competitive landscape is actually getting more crowded. That puts a premium on focus.

Among many other factors, advancing depends on your ability to:

  1. protect and defend your customer base,
  2. finely tune your target prospects and your marketing message,
  3. choose your allies wisely. It’s never been more important because the margin for error has narrowed.

Focus on your sales funnel. Recognize that the number of steps to completing a sale have increased…and take longer.  Have a plan:

  • - Define specific target names and locations: attack your competitors
    - Fine tune your relevant message and call to action
    - Be ready to “welcome” inquiries
    - Use a series of messages to move them closer to a meeting or visit
    - Make targets an offer and ask them to take action
    - Ask for the business and be ready to adjust
    - Make a client – and nurture the rest
    - Continue to communicate to your clients
    - Thank clients for their loyalty and ask for referrals

Keep focused. Keep moving forward. Survive and advance.


Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

 

Turn A Competitor’s Strength to Your Advantage

March 15, 2009

We’re always on the lookout for interesting examples of companies that won’t take no for an answer.

Friday, Mary Ann Rogers told me about a recent national promotion she caught wind of that seems to embrace that spirit. It seeks to use a competitor’s momentum and strength against itself. Like in the art of Jujitsu.

This type of “we try harder” campaign may spark an idea for your business as you fight to win in the economic jungle.

[from Mary Ann Rogers]

A new twist on Coke vs. Pepsi

I was reading an article on Bnet.com today and was impressed with the recent and bold marketing efforts of Coca Cola. According to Wikipedia, CC is the world’s largest beverage company and also one of the largest corporations in the United States.

I am the biggest Diet Coke fan on the planet. It’s true. My fiancé fancies it an addiction, which might explain the shaking and headaches around lunchtime everyday that are only quenched with a deliciously satisfying sip of DC.

But I take solace in the fact that I am not alone in my soda “addiction.” Millions of consumers spend millions of dollars each year on the sugary good-stuff, even during the recession. We need our fix, people!

Recently, Coca Cola decided to get aggressive in their marketing tactics and threw down the beverage gauntlet to their largest competitor, Pepsi. Coca Cola isn’t satisfied with the limited amount of market share their lemon-lime soda, Vault, compels in the citrus beverage arena, especially since Pepsi’s Mountain Dew, is the market leader.

The Bnet article says, “According to Beverage Digest, juggernaut Mountain Dew commands more than an 80% share of the citrus segment, while Vault holds about 4%.”

Riding your competitor’s coattails…to sales

Yikes – that’s a lot of ground Coke needs to make up. But they’re not daunted by the task at hand and are willing to try anything to get the job done.

As a result, Coke has launched the “Don’t Dew It” campaign, which gives every purchaser of Pepsi’s Mountain Dew, a Coca Cola Vault for FREE!

“Simply put, it’s designed to drive Vault consideration and recruitment among Dew drinkers,” said Scott Williamson, a Coca-Cola spokesman. “We believe that when Dew consumers are offered the opportunity that they’ll like Vault better.”

This tactic is an excellent way to generate goodwill, especially during a recession, and get the brand’s identity out to the public. Coca Cola definitely knows what they’re doing – and its aggressive marketing warfare.

That is the mindset business owners should adopt right now! Even if the competition is greater, richer, more popular, etc. – so what? This economy is leveling out the playing field and opening doors for smaller businesses to seize larger chunks of the market.

So when it comes to marketing your business – be bold, take no prisoners and don’t give up!

Posted by: Steve Banis and Mary Ann Rogers


Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

 

It’s Up To You

March 8, 2009

This is an emotional time.  One that brings out the best and worst in people. Your job is to sort though the emotions and keep the ship on course.

Franklin Delano Roosevelt’s first inaugural address contained the immortal words: “the only thing we have to fear is fear itself.”

As a business leader, today’s daunting challenges should have those words ringing loudly in your ears.

Market confidence, access to capital and desperate competitors are the major external threats.  Internally, the most imminent danger is posed by coworkers, employees, friends and even your family losing their faith in you and your mission.

Action speaks louder

As their hope wavers, you will feel the pressure of their fear.  The greatest danger of all is that you might abandon your vision because you too will have become infected.  Leaders don’t have that option.

We are experiencing an extreme crisis of confidence. As a leader, it is up to you not to lose your way.

One of your primary tasks is to rally those around you. Give them the comfort of your vision and the inspiration of your action.

Opportunity is there to be had for a clear headed leader. But be warned; you will be challenged supremely from within your own walls. Key people will be driven by the fear of FDR warned us of.

They can eat you alive if you let them.  So don’t let them.

Strength. Humility. Responsibility.

Now is the time when your leadership is confirmed. It is lonely. It is frustrating. It is angering.

But you will be the one left with the satisfaction that you have thrived. Created something important. Improved the lives of those to whom you provided leadership.  So you need to summon all your strength.

You will also need to remember that leadership is not dictatorship. It is recognizing that you need to ask for help and express unyielding confidence in those you depend on to be a part of the solution.

So humility is an essential part of your leadership,

Some, however, you will discover can not be led. They will not follow either. They will simply linger with their fear, anger,and discontent.

Replace them. They do not fit. This is your responsibility to your business and to all who are associated with it. A house divided amongst itself cannot stand.

These times present an extraordinary opportunity to upgrade your talent.  So many successful, motivated people are hungry to be a part of making a worthy goal a successful reality.  Some are already on your team – waiting to surprise you with their talent, ingenuity and determination.

You may find that there are points when the burden of leadership is almost too much to bear. You will not be alone. Find support and camaraderie with fellow leaders. There are informal groups that provide a safe place to share your challenges with other business leaders.  Allow yourself to reach out to your former mentors.

The Courage to lead. Humility to trust. And Responsibility to recruit and retain those that fit your vision.

These are the qualities of leaders who will emerge from this historic period of economic transition.

Find them within you.


Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

 

So Bad…Yet So Good

March 1, 2009

Two notable pieces of economic news last week: Warren Buffet’s firm, Berkshire Hathaway, lost $11.5 billion last year in net worth, And the Dow Jones has slipped below 1997 levels.

Each year the “Oracle of Omaha” writes a much anticipated review of all things economic. In the letter to his shareholders just released this morning, Mr. Buffet warns, “the economy will be in shambles throughout 2009 – and for that matter, probably well beyond.

For clear-headed marketers, the news is good!

[To see the text of Warren Buffet's Letter to Berkshire Hathaway Shareholders - Click Here]

Thriving In Chaos

Stunningly bad economic headlines are reported by the news media with gusto. Nothing succeeds in the media like bad news. (Maybe they should worry about their own precarious financial positions instead.)

Despite the screaming headlines, business is still going on. Sales are being made. Success is still attainable.

Video game retailer Gamestop posted record sales in 2008 and expects to open 400 new stores in the next 12 months in spite of the recession.

[see article here]

You say, “of course video games are doing fine, the kids spend all their money on them.”

OK, how about tires?  The automakers are on life support and dealers are dropping like flies, but Capital Region business Adirondack Tire Centers is opening a new location in Queensbury.

What’s the secret? They don’t accept “Can’t.” They focus on building their own business, not on the river of negativity flowing from the media and, most importantly, their competition.

Your call to action

Commitments to marketing and advertising programs have nearly disappeared. Local cable TV ads can be had for a song. Direct mail statistics are showing a huge drop in numbers.

I did a quick hand count of the number of ads, not including real estate and business card ads, in two issues of The Capital District Business Review. Here’s what I found:

Feb 27 – Mar 5, 2009 - 32 pages and 21 ads

Dec 5 – Dec 11, 200840 pages and 41 ads (less than 90 days ago)

Competitors in every business are in lockdown. Associations and non-profits are in a panic. They are losing their visibility.

And that’s why you should get aggressive. You’ll have the playing field nearly to yourself.

A couple of guidelines to add to your marketing handbook:

  1. Protect and defend your current customers.
  2. Create a well defined target list of potential new customers and communicate why you’re especially relevant to them right now.
  3. Communicate your message to them using multiple cost efficient tactics and make an attractive offer.
  4. Don’t stop communicating to your growing sales pipeline, sales cycles are longer.
  5. Stay focused.

Sure, overall times are tough.  Warren Buffet is right, 2009 is a bear. Don’t hibernate.

Posted by: Steve Banis


Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net