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Love The Ones Your With

April 19, 2009

Tags: Albany, albany advertising, Albany marketing, Albany Sales Leads, Albany Social Media, Branding, recession marketing
Categories: Advertising, Brand/Reputation, Business Development, Courage, Customer Focus, Decision Making, Marketing Blueprint, Strategy

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.

Albany Marketing - World's largest peanut

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

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

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Survive and Advance

March 22, 2009

Tags: albany advertising, albany lead generation, Albany marketing, saratoga marketing
Categories: Business Development, Courage, Customer Focus, Lead Nurturing, Sales Process, Strategy

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:

protect and defend your customer base,
finely tune your target prospects and your marketing message,
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

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It’s Up To You

March 8, 2009

Tags: albany leadership, Albany marketing, business leadership, business management, business vision, leadership, recession leadership, saratoga marketing
Categories: Courage, Management

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

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So Bad…Yet So Good

March 1, 2009

Tags: albany advertising, Albany marketing, beating the competition, guerilla marketing, marketing strategy, recession proof marketing
Categories: Advertising, Business Development, Courage, Strategy

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, 2008 – 40 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:

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

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Where’s Your Hudson River?

January 18, 2009

Categories: Brand/Reputation, Business Development, Courage, Customer Focus, Decision Making, Management, Marketing Message, Strategy

So there you are. Having a cup of coffee and gazing out your apartment window at the Hudson. It’s an afternoon ritual. Instantly, you hear a loud screeching noise and a jet airplane screams past your window. Then it seems to float to a landing on the Hudson River adjacent to midtown Manhattan.

Takes your breath away.

By now I’m sure you’ve heard the story of how the extraordinary landing executed by captain Chesley B. Sullenburger II saved 155 passengers and crew aboard a US Airways flight a few days ago.

It was clear thinking and decisive action in the middle of a crisis that made this latest “Miracle on 34th Street” (according to NY Governor David Patterson) possible.

Now we should all follow his lead.

Economic chaos continues to influence the mindset of businessowners and consumers. Here in Albany, the NY Capital Region, fear and uncertainly are taking hold despite being somewhat insulated from the dire circumstances in other areas.

And again I say you may never have a better time to build your business.

A study of the economic mess accelerating from 1972 – 1974 shows the following figures:

Dow Jones Industrial Avg (from highs):    – 45%
Unemployment:                                      7.2%
Inflation:                                                12.3%
30 year Mortgage:                                    9.8%

Now the same figures for 2006 – 2008

Dow Jones Industrial Avg (from highs):    – 45%
Unemployment:                                    7.2%
Inflation:                                                  5.6%
30 year Mortgage:                                  5.1%

The market drop and unemployment rates are bang on. But the rate of inflation and interest rates are significantly lower. (of course inflation ultimately has to be affected by over a trillion new dollars in the system.) Money is cheaper and prices are still relatively low. Business is still being done.

Do you think everyone folded up their tents in the 1970s. Certainly not. Those with clear heads and a strong vision backed them up with decisive action and created some of today’s biggest success stories.

Companies founded in the 1970s

Southwest Airlines
Microsoft
Apple
FEDEX
Oracle
SAS
Genentech

I wouldn’t have minded buying a few shares in these guys back then. Point is, amid all the doom and gloom – while your competitors are hunkering down in the corner thinking about survival – there are success stories being written all around you.

If your mindset is only about survivial then I’m afraid you may be one of those eaten in a jungle containing a few more cunning predators.

Take Action

Hone your message for the times - How will you help customers make money, save money, or save time?

Build a moat around your customers – tell them how much they mean to you and ask for their help. Same for vendors.

Target the customers of your competitors – they’re just waiting to be eaten.

Deploy a smart, targeted communications campaign to begin new conversations – Customers want answers and they need leadership.

Find others to join your community and market cooperatively.

Follow the lead of captain Sullenburger. Clear away the fog of chaos and sharpen your vision. Take decisive action. You’ll not only survive, you’ll be a hero to your customers, vendors, competitors, community, and family.

Posted by: Steve Banis

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

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Playing to win

January 4, 2009

Categories: Advertising, Brand/Reputation, Courage, Customer Focus, Decision Making, Marketing Message, Marketing ROI, Strategy

Like many marketing people, I like to watch commercials. Can’t help it. Yesterday, while watching the NFL playoffs, I saw a spot from an advertiser who’s both tuned into their customers’ greatest concerns and has the fortitude to do something about it.

The Hyundai Motor Company is the world’s 5th largest automaker (Wikipedia). The Company reached this lofty position on the strength of a single marketing idea – a 10 year warranty. At the time, the Company had a poor reputation for quality and customers stayed away.

Playing To Win

But with this ‘promise’ to their customers, they took a leadership position on the question of quality. When they announced the program, and for years after, Hyundai was the only auto company willing to back its cars with such a security blanket.

Hyundai went from irrelevant in the marketplace to a big player. Quite simply, they bet the ranch by building the entire company around this single idea. One that answered the biggest question on the minds of potential customers: Hyundai’s quality.

They were already cheaper than their rivals, but they knew it wasn’t enough. They had to vividly demonstrate their answer to the quality question in order to give consumers ‘permission‘ to buy their vehicles.

It worked big time. Now they’re trying to do it again. While much of the auto industry is fighting for survival, Hyundai is playing to win.

Hyundai’s new program – Hyundai Assurance – allows customers to return their vehicle and walk away from their loan or lease if they lose their income within 12 months of purchase.

It Takes Guts

Hyundai’s main customers are those for whom losing their jobs is a very real concern. With this program, they’re demonstrating that they understand their customer and are willing to really do something to address their concerns. Once again, they’re trying to give people the permission they need to buy a new Hyundai vehicle.

The idea is simple – Answer the biggest question on consumers’ minds right now: “How can I responsibly buy a new car in this economy?”

They’re placing another big bet. We’ll see if it works, but boy does that take guts. And it’s the single best example of how you can rally your entire company around your customers’ biggest concerns. If you think about it, It’s just knowing what your customer needs and giving it to them. Marketing 101. But they’re really walking the walk aren’t they?

What is the biggest question/concern on your customers’ and prospects’ minds right now? Do you have the sensitivity to tune in? And do you have the courage to do what you need to do to respond?

Or will your competitors get there first?

Posted by: Steve Banis

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

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2009: A Roadside View

December 28, 2008

Categories: Business Development, Courage, Decision Making, Management, Marketing ROI, Social Networking, Strategy

I’ve always considered this upcoming week to be like one of those roadway scenic turnouts. You pull over to stop and check out the view. Only this year, we don’t know what’s around the next curve. Be aware, it’s under construction.

Many find this last week of the year a good time to reflect and look forward. Top 10 lists are everywhere. People like lists.

Well here’s a list for you right now – the top trends of 2008. It’s a list of one:

1. Permanent Change

What’s going on in our lives and our country is no short term phenomenon. Its here and its permanent. The economy will recover, but not in the way we’ve become accustomed. There are numerous reasons for this. Among them are mounting debt, the evaporation of economic bedrocks, and a true ‘new world order.’

Sometimes it feels as if it’s all come on at once. But of course this change has been coming for some time.

It doesn’t have to be painful.

I strongly believe this nationwide transition can be a good thing. A VERY good thing. America has been and remains the land of opportunity; historically fueled by creativity, initiative, and guts. Here we have an opportunity that comes along only once every lifetime. A chance to reinvent ourselves and create a new course to prosperity.

And from my perspective, one of the key trends I see playing a big role in our new prosperity will accelerate in 2009 – the development of national and local community.

Look for signs of increased collaboration, more productive online social networks, and a focus on ‘psychic compensation’ as signs of new economic and social realities.

-> [You can read more about these trends in the full article]

From a marketing service perspective, strategists and creatives will be forced to stretch further than ever. We’ll need to use our skills and imagination to directly help produce sales – and for less cost. Forget pretty pictures and cool animated graphics – make the phone ring.

We’ve got a week ahead to help us catch our breath. Take in the scenery of the past year and imagine what it’ll look like in the years ahead.

We all have a major transition coming on. Don’t fight the trends. Make the most of them and you’ll enjoy the view.

Posted by: Steve Banis

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

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Some Direct Advice

December 14, 2008

Categories: Brand/Reputation, Business Development, Courage, Customer Focus, Decision Making, Management, Strategy

The sky isn’t falling. Yet.

And while I truly believe that opportunity comes out of chaos and market uncertainty, today is not the time to wax theoretical. Today we acknowledge the 1,000 lb gorilla in the room. Economic conditions are brutal…and they’re getting worse.

{warning: if you’re squeamish, you might want to skip this next paragraph]

Amongst the stockpile of economic news, here’s the event that clinched it for me: Last week the U.S. Treasury sold $30 Billion in 4 week T-Bills at a rate of Zero Percent. This happened on the same day that rates on 3 month Treasuries turned negative for the first time since they began selling them in 1929. What’s this mean? It basically signals that institutional (read: BIG) investors would rather provide the government an interest-free loan than invest elsewhere. Some even seem willing to take a guaranteed loss on their money than take any other risk. [story here]

Wow. That’s something. Even in a week where Congress denied the nation’s automakers a government bailout (for now), news that institutions continued to stampede towards the relative safety of short-term government debt despite Zero percent interest tops my radar. Fear rules the day.

Bring the Marshmallows

My goal when writing this column is to translate my observations and experience into information and ideas I hope you can use to build your business. Most times I tell stories to make a point. People tell me it’s more interesting that way.

No stories today, just some direct advice. At the risk of sounding like a one trick pony (I’ve been writing a lot about this lately), if you haven’t already begun to do so, please formulate and execute your plan for building and activating alliances.

Embrace your staff and contractors. With the holidays upon us, you may find it a good opportunity to include their families in a more personal fashion. Don’t cancel the holiday party. If necessary, have it at your home. Don’t isolate people, connection is more important now than it ever has been.

A holiday card just won’t do it this year. You need to ‘touch’ every one of your customers. Retail store owners: Walk the floor and shake hands with a word of thanks – to customers and staff. Senior managers: Visit all key accounts and top producers. Executive Directors: Personally call all top and second tier donors and have associates call as many others as they can to share your plans. Keep in mind that if you don’t take the time, your competitors will.

Aggressively reach out to other businesses that touch your customers. Become part of a select group of like-minded businesses and coordinate your marketing message to maximize its reach. Protect each other. Nurture each other. It’ll take some leadership. If you don’t know how to start or who to approach – get help.

Here in the Albany area, we were hit with a massive ice storm this week that left about 1/3 of the population without power. It was cold, dark, and lonely. Those left alone always face the greatest risk.

Thriving in this economic ice storm requires us to huddle together for warmth. Everyone’s afraid. Start a campfire.

Posted by: Steve Banis

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

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Zero Sum Marketing

November 16, 2008

Categories: Business Development, Courage, Customer Focus, Marketing ROI, Startups, Strategy

We operate in a smaller market. Albany, NY, the Capital of New York is currently #57 in the Nielsen market universe. About 180 miles to NY City and 170 miles to Boston – the two nearest major markets, Albany is no bedroom community. It stands alone as an island, and as such, it is highly insular.

[Read Complete Article on Stealing Competitor Customers and fighting for growth]

For mature, established firms, this market offers the advantage of being well connected, entrenched, and difficult to unseat. The downside for them is that once mature, if they are overly dependent on the local market – growth opportunities are limited. And when you stop growing, you’re vulnerable. Sharks need to keep swimming or they die. It’s the same with a business.

In this scenario, there are only four courses of action to pursue life sustaining growth:

Steal your competitor’s customers
Acquire your competitors
Expand your product offerings
Expand outside the local market

Each of these strategies warrant in depth discussion on their own.

Acquisitions can offer the upsides of greater scale, a broader customer and talent base, and potential synergies along with the attendant risk of what you can’t know about the acquisition target.

Expanded product offerings offer the hope of greater share of wallet from your customers, but risks diluting your expertise, and therefore your core message.

In the intermediate and longer term, I would argue that a mature company might pursue growth outside the local market as the most prudent strategy – perhaps by acquisition. Our Burst Marketing approach, however, disciplines us to focus on shorter term victories at the start of a campaign – and in a recessionary economy (which we believe will hang around for longer than anyone wishes) – short term victories breed hope and build momentum.

So when you’re huddling up around your strategy table this Fall, I want you to put on your battle armor and think about one thing – stealing your competition’s clients. Because in market’s like Albany, NY, the fight to grow and survive is just beginning.

Posted by: Steve Banis

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

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What’s working?

October 26, 2008

Categories: Business Development, Courage, Decision Making, Lead Nurturing, Marketing Message, Social Networking, Strategy

During a recent session with my creative team, we were debating the merits of offers designed to make the phone ring for a potential new client. It’s tough these day, isn’t it? I meet many business owners, and the economy is driving many of them to ask for advice on what’s working out there.

While every situation is unique, here are a couple of ideas to think about. They use two different strategies: One is already a well-known community builder – bringing millions of people together. The other is a recent direct sales promotion with a titillating offer.

[For greater detail on the sales promotion example below click here]

An American Social Network

There’s one thing that’s tried and true in America. It’s even considered recession proof. Offer an opportunity for a little entertainment, keep it free or extremely affordable, and make it easy to access. And as I write this I’m preparing to engage in one of the greatest social networking activities in the country that encompasses all three of these characteristics.

Need a hint? Today is a late October Sunday in America.

On fall and early winter Sundays in America, millions of professional football fans (and some who aren’t even fans) sit down with their picks. They watch upwards of 6 hours of football on TV; eat wings, subs, and chips; and drink beer, soda or other beverage of choice. They want to win this week’s football pool (for entertainment purposes only of course.) And on Super Sunday in February, the number of people in football pools reaches the tens of millions.

It’s entertainment folks, and it fits their lifestyle. The NFL has legions of fans who have incorporated football on Sunday into their lives. It’s part of their “cause” called life.

Is their something about your organization, industry, its participants, or the environment in which it operates that a certain segment of the population will care enough about to incorporate as a regular part of their lives? A recession doesn’t kill a person’s passion. Oh it may get in the way or dampen it sometimes, but it won’t kill it. People need to feel alive. And connecting with people, events, and things they like is an important way they stay energized.

Made you look

A good, old fashioned direct sales pitch seems rare to me these days. Recently I got an email with a very intriguing subject line:

How to Make Millions in a Bad Economy

OK, I’ll bite. I clicked and learned that InfusionSoft, a CRM vendor I’m interested in, is offering me an “Economic Stimulus Package”. Seems they’ve helped hundreds of small businesses, and to help me in these tough times, they’ve established a package that only 19 businesses will qualify for. Then, an email 2 days later, offered “Proof: InfusionSoft Doubles Sales in Any Economy”. It’s a pretty good email campaign.

I’ll bet lots of targets on their lists are intrigued, and at the very least, are taking some action. They made me look and that’s the highest compliment I can pay a direct marketing campaign.

[Again, if you want more detail on this campaign, see this article]

What’s timely in your business? What’s the biggest objection your sales effort is running into? Can you craft an interesting promotion that addresses that main objection and is relevant?

Remember, recession or not, good marketing still works.

Posted by: Steve Banis

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

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« Newer Posts — Older Posts »

Why choose us?

Get In Touch

Burst Marketing

Survive and Advance

Where are they coming from?

It’s Up To You

Action speaks louder

Strength. Humility. Responsibility.

So Bad…Yet So Good

Thriving In Chaos

Your call to action

Where’s Your Hudson River?

Now we should all follow his lead.

Take Action

Playing to win

Playing To Win

It Takes Guts

Some Direct Advice

Bring the Marshmallows

Zero Sum Marketing