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Support Small Business – Burst Marketing

August 25, 2010

Following the recent news that weekly jobless claims have hit a nine-month high, President Obama issued a statement calling out Congress for not passing a bill that would aid small businesses.

I don’t care for the “Blame Game.”  My dad used to drill into me “fix the problem, not the blame.”

That aside, the fact is that the struggles of small business are a major anchor around the neck of the economy.  A recent study from the Labor Department points out that more than 60% of all jobs cut in the private sector in the fourth quarter of last year occurred in businesses with less than 50 employees.

This underscores something we already know – America’s job market depends largely on the health of our small businesses. In fact, some estimates say that small businesses are responsible for providing 64% of the jobs in America.

Generating Positive Thinking

Last month 2,000 small business owners were surveyed by the National Federation of Independent Business.  They found these owners to be further losing confidence in our economy. Only 9% of those surveyed said they expected to hire more employees.  That ain’t gonna get the machine running.

Various versions of a small business bill would provide as much as $30 billion to community banks to boost lending to small businesses and would also add $12 billion on top of that in tax breaks for those businesses. Again, that’s not enough overall – but it’s a start and can provide us a psychic boost.  A better vibe.  And a better mindset must take hold for people to get hired.

The ranks of deficit hawks can count me amongst their ranks.  However, even with all the money pumped into the system by Tarp and Stimulus Packages – for the most part, that money remains locked up and out of the hands of small businesses.

Consider contacting your representatives in Congress to suggest they support job growth by directing incentives to small businesses.

 

Learning Isn’t Comfortable – Burst Marketing

August 8, 2010

While sitting in my favorite cigar lounge enjoying some company, I listened to a couple of guys talking about one’s new Harley.

He’d traded up to a massive new bike from what he called his “learning bike.”  He wasn’t comfortable on it anymore as he was moving on to longer rides.  He needed comfort.  And didn’t want to continue to build confidence while gaining experience with his existing classic.

His friend’s wisdom – “yeah, learning is never comfortable.”

The story reminds me of what so many business owners must be feeling.  As technology influences customer mindsets and the ways they spend their time, owners and executives are forced to learn new behaviors. Learning means change – if only in the way you think.  And change is stressful.

Learning makes you venture into the unknown, pushing you out of your comfort zone.  But you know what can be even more uncomfortable?  Losing customers.  Missing opportunities.  Losing money.

A business that allocates a certain amount of its resources to testing new marketing methods and learning what works will lead the field when the economy ultimately recovers – and will maintain and extend its lead over time.

Got learning?

 

Burst Marketing: Lucky To Be Average

July 19, 2010

I’ve recently been brushing up on my market research of the Albany – Schenectady – Troy MSA (Metropolitan Statistical Area).  It’s important to keep up on the markets in which you compete.

Did you know that Albany is the #1 test market in the United States.  Correct-a-mundo.

According to Acxiom’s  last published study in 2004, Albany, NY was the market that best represented the United States population as a whole.

In other words – we’re the most average market in America.

That holds some real advantages for you as a marketer – especially if you market to consumers.  Rolling out new mass-market products in Albany is an excellent place to start.  The test results could well translate to the national market, and “amped-up” ROMI (Return on Marketing Investment)

If that’s you – be thankful we’re so average.

 

Burst Marketing: Don’t Get Cocky

April 11, 2010

So a semi-thaw has begun in the frozen tundra that is economic activity.

Some business owners have reported an increase in productive conversations with potential new clients.  New business is being booked.  There is a small semblance of a smile forming at the corners of their mouths.

After many months (for some a couple of years) of absolutely no response to their marketing efforts there are signs of renewed life.  We’ve heard from one owner that has seen results from a small marketing effort – he seems to think that he can handle the new inquiries for now and then do a little more marketing, handle those new inquiries, and so on.

Our message to him…don’t get cocky.

Yes, customers are placing orders to catch up for those that have long been on hold.  The spending freeze over the past 18 – 24 months has led to some initial catch up business for those that have survived.

What happens when those purchases are finished?

Well, the normal marketing and sales cycle kicks back in, but with a longer time line.  We’re certainly nowhere near being out of the woods.

Marketing success cannot be achieved by turning the spigot on and off in spurts.  If you hooked your marketing effort up to a heart rate monitor, it should look something like a normal sinus rhythm.  Steady, steady, steady, pulse.  Steady, steady, steady, pulse.

This thaw is the signal that prospects are at least somewhat willing to listen.  And its your signal to warm up, approach the starting blocks and begin to jog.

 

Your Life…Online

March 7, 2010

Many businesses have clamped down on travel budgets by turning to online meetings.  Webex, Gotomeeting, and in-house solutions connect audiences and presenters around the globe from their desks, their laps, and their phones.

Of course, there is no real replacement for personal, face-to-face interaction.  But as  cost-consciousness replaces the niceties, online interactivity is on its way to mainstream.

Some still have their doubts.  We’ve heard strong protests saying that people won’t feel comfortable discussing personal or confidential information this way.

To those who still have such doubts, consider this research excepted from mediacenteronline.com publication “Trends 2010.”

[from Trends 2010; mediacenteronline.com]

The growing demand for real-time interactions will result in more than just clones of Twitter-like-services expected to hit the Web in 2010.  Many of the most interesting and out-of-the-box innovations that will impact lives during the next  year include:

Online funerals. While webcasting a funeral may seem morbid, Funeralrecording.com and Funeralone.com are starting to gain attention because the services allow more people to share in the ceremony without the expense of travel.

Life-casting. Given the integration of cell phones, high-speed 3G services, and a growing desire to connect with people in more tangible ways, life-casting services such as Qik.com will allow users to easily stream live, quality videos from their mobile phones in real-time.

Video gaming gets physical. Taking lessons from the popular Wii, Microsoft’s new Xbox controller is the user. Called “Kinect”, players can perform dance movies or kick a ball, while a camera tracks the movements and shows the results on screen. Sony’s new PlayStation Motion Controller features a wand that helps accomplish the same person-as-the-controller goal.

Content aggregated. Digg.com and other services help web surfers find interesting stories and pictures and YouTube.com allows people to share videos. Toobla.com aggregates videos, photos, documents and Websites, to store and share them online, making content more interesting and accessible for others in a person’s network.

Gadgets for gadgets. The earlier versions of cell-phone boosters were disappointing, but the zBoost ONE, which increases connection three bars, will allow people in rural areas to participate in the mobile revolution and make high-speed access viable for everyone.

 

When Servers Go Down

February 16, 2010

Is there anything more frustrating than tech problems?

You’re cranking out that report right on deadline…in the flow as it were.  Focusing on capturing your best work, you plow through until its done.  Then you lean back, satisfied.  One more look see for typos and spelling errors and then print and deliver.

You hit print, enter and then….nothing.  Frozen.  It’s OK though, just reboot and you’ll print it after it fires up.

Panic!

You were so focused on pumping out the words, that you forgot one little thing….SAVE.

If you hit restart, it’s gone…

All the stages of grief begin to flow…shock, anger, sadness, and finally…resignation.  You’re going to have to start over.

How do you think your customer feels when suddenly the “server” goes down?  When service stops.

Sure the economy stinks – and you need every customer you can get.  So how can a company afford to stop marketing for new customers, especially in a downturn.

How can they afford to lay off customer service personnel…or those long-time staff who know the company inside and out – and have relationships with all the key customers?

The answer…can’t afford it – gotta survive.

OK.  So as their competitor, what does this mean to you?

It sets up a unique opportunity…but it takes some foresight and guts.  In other words – leadership.  The first companies to restore top-notch service and aggressive marketing will pick up customers as they return to the market.

Is it time for you to reboot?

 

I Will Never Fly

January 24, 2010

It’s almost Olympics time…and American’s are getting back in touch with the sports they never much care about during any other time.

So during last night’s figure skating tuneup (for watching it on TV), my friend asked me an interesting question -

“If you could be any Olympian, in any sport, what would it be?” “I’d like to be able to fly on my feet”, I said, “to win the 100 meter dash and be the world’s fastest human!”

Cool huh? Never happen. But ain’t it fun to dream?

Some businesses though, seem to confuse their dreams with reality.

One research project we completed on the Albany contractor market revealed this example:

This company, a top 5 player, is in on all the major bids in the market. They do good work and win their fair share. But, somewhere deep inside, they dream of being a beautiful showroom, dazzling the public with their offerings rather than embracing the hardhat that pays the bills.

That disconnect between who you really are and who you really want to be can create confusion among customers.

This firm did open a showroom, and our research showed that some of their commercial customers became confused about who they were. And, it cast doubt on whether they were focused enough on their core business to be awarded the next bid – regardless of their pricing. True or not – that’s not the type of doubt you want hanging out there.

There are many, smart tactical approaches you can follow to spread your wings into new markets.

Dreams of being a butterfly can provide ample motivation.  Be sure, however, to first embrace your inner caterpillar.

 

Flexible Not Permanent

January 18, 2010

The current issue of BusinessWeek features a story on the pervasiveness of a flexible, temporary workforce.

It’s not hard to understand why.

The Great Recession has made everyone gun shy. Using temporary workers is a way to hedge your bet. Wait until you can be sure business is back before taking on the expense hiring full-time workers.

26% of America’s workforce are “non standard” – temps, contract workers, and part timers. And from a risk-control perspective it makes sense.

But here’s a question:

Is your business part time? Is serving your clients and customers a part-time gig? How about sales?

The danger of a temporary work force is that they may have no real investment in your Company’s success. Caring about the job is a paycheck thing, not a customer thing.

Investing to add a qualified member of your team or paying to have a specific task done or hours filled -

Which is the bigger risk?

 

Is The Ice Melting?

January 14, 2010

Several of us Bursties attended a meeting of the CEN (a network of Capital Region manufacturers) in Albany this morning.

We heard some encouraging news.

Several of the owners and executives present reported that the 4th quarter of 2009 showed distinctly better results than the rest of that wretched year. (Henceforth known as the year which shall not be named!)

Better yet, the thaw seems to have some legs as many see continued improvement as 2010 comes out of the gate.

 

Don’t Take The Meeting

November 8, 2009

One of the worst things any marketing organization can do is to take a meeting for the wrong reason.

A face to face meeting is a prime opportunity to accomplish something valuable in a business relationship.  So you need to be clear on why you want this meeting, and that whomever you’re meeting with has the same or similar understanding.

Recently, I attended a meeting where a consultant thought he was there to help a client develop an approach to solve a particular problem.  However, the client already had a pretty good handle on the plan of attack, they simply were looking for help to hone the plan and to execute it.

This joint misunderstanding led to frustration for both the consultant and the client and ultimately a major opportunity was diminished.

Moral: We work hard and spend money to make and develop new relationships.  Be sure there is up front agreement on the reason for an encounter and check in along the way to be sure you’re staying on course.

Your reputation and your business depend on it.

Posted by: Steve Banis

 

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