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Learning Isn’t Comfortable – Burst Marketing

August 8, 2010

Tags: Burst Marketing, Economy, harley motorcycles, marketing test
Categories: Business Development, Courage, Decision Making, Economy, Management, Marketing Blueprint, Ownership, Strategy

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?

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9 Meals From Anarchy

March 2, 2010

Tags: Burst Marketing, Haiti, Marketing Blueprint
Categories: Customer Focus, Management, Marketing Blueprint, Strategy

On a recent trip to Florida I met up with a cousin of mine that I hadn’t seen in nearly 40 years.

He’s a retired physician with an inquiring mind and he shared with me an unsettling observation. Watching coverage of the tragedy in Haiti, he recognized that people got more and more desperate as it passed the 3 day mark following the event.

The human body can go without food for quite some time before it really breaks down. But without water, it’s only a matter of 72 hours and brain function is significantly affected.

“9 meals”, he said, “that’s all that separates us from our daily lives and a complete breakdown of society.”

Hours later, while working on a marketing blueprint, I thought about my cousin’s “9 meals” anecdote. Our bodies need to be sustained with a continuous supply of H2O for survival. We need food for sure, but in terms of our hierarchy of needs, water is king.

What’s your client’s hierarchy of needs? What’s the one thing that your customers can’t live without?

Price? Service? The hottest technology? Relationship chemistry?

Now think about it in terms of a marketing campaign.

What’s the one thing you need to monitor to know if you’re on the right track? It’s different for everyone.

Regardless, it’s a fine line between survival and extinction. Be sure you know where it is.

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Where’s The Caring

February 7, 2010

Tags: Albany, business review, cadillac, chevy, hannaford, honda, price chopper, toyota, walmart
Categories: Ad/Marketing Agencies, Advertising, Brand/Reputation, Customer Focus, Marketing Blueprint, Marketing Message, Strategy

They may as well go ahead and declare today a national holiday. As I write this, Super Bowl XLIV kicks off in a matter of hours.

Tens of millions will tune in. Most for the game. Regardless – it’s what they call “appointment TV.” The Olympics start soon too. American Idol is in full swing. Fire up the DVR.

Pulling interest and creating loyalty to a group of stars or a certain concept is what network programming is all about. They seek the magic formula that will get you coming back for every episode. What gets you to care.

That’s your job too. What gets your customers to care about you?

The Albany Business Review has an article on Price Chopper’s (Golub Corp.) Fuel Advantage program this week. That’s the program that gives you a discount on gas for shopping with them. They’ve meshed two things you deeply care about.

Food and Gas. Basic.

The equation is even clearer for them because local competition is among just a few major brands. Although they are tough competitors – shopper in this market basically choose from Price Chopper, Hannaford, and WalMart when it comes to supermarkets.

You win the tug of war, more come to you. Of course, there’s a new match regularly. Each seeking that little edge over the other.

It’s more difficult to find the caring when you offer a product or service in an exceptionally crowded field. Or if you’ve basically become a commodity.

Now what?

In this scenario, finding the caring often comes down to who’s the more relevant to the customer. What are they looking for besides your offering? Is it comfort and trust. Personal relationship. How green you are? Convenience? Who your other customers are?

It’s somewhat different in each market category. Each geography. Your job is to find it. Find what’s most relevant to your targets and ensure that your businesses authentically offers it.

For years, saying something is the “Cadillac” of [insert type product of service] said it was the best of the best. A “Chevy” or a “Honda” (sorry Toyota) means affordable and/or reliable.

Find the caring. Be real. And find your customers.

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Can You Handle the Truth?

July 26, 2009

Tags: Albany marketing, decision marking, Economy, Management, Strategy
Categories: Courage, Decision Making, Management, Marketing Blueprint, Strategy

You can say what you want about this economy, but the one thing it does is reveal the truth.

The truth about where you stand.

When I conduct strategy sessions with business owners and managers – The first thing I do is guide them towards a clear, unbiased view of where they stand at the current time.

Sometimes a company comes in on a winning streak. Sometimes it’s trending down.

Regardless, it’s imperative to distinguish the difference between the fundamental strengths and weaknesses of a business – and not let them become masked by outside factors. Like the economy.

Good times can mask weaknesses and strengths. But bad times show the blemishes your business has like a fluorescent light in the bathroom at 6am. It can be a little unnerving.

But it has to be done.

Like it or not, your core weaknesses and strengths have been exposed. Ask yourself some questions. Then ask yourself why?

- Have you lost key accounts?
- Are key employees leaving or showing up at your door?
- Are you unexpectedly winning clients you never could?
- Are you losing business that used to be a slam dunk?
- Have you been able to hold the line on pricing?

Believe me, you can’t blame it all on the economy.

Figure out what’s actually in your control?

The truth is, there will be fewer competitors in just about every industry when the dust settles. In fact, I believe that firms will be bought, sold, or fold in even greater numbers when things pick up a bit.

And the nation’s long-term problems will surely dampen any recovery once one does begin.

But that doesn’t mean there ain’t money to be made.

So there you are…basking in the bright light of truth.

Can you look at it long enough to do what needs to be done?

Posted by: Steve Banis

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Another “BRIC” in the Wall

July 5, 2009

Tags: Albany marketing, alliances, joint venture, partnerships
Categories: Business Development, Management, Marketing Blueprint, Product Development, Strategy

While we were sleeping, a truly monumental event took place.

The four main developing powers in the world – Brazil, Russia, India and China held the first ever BRIC summit. Their hope is to challenge the economic dominance of the West – namely the U.S. and Europe – and to challenge the dollar as the main global currency.

For now, the differing agendas and styles of these countries are a major obstacle to creating a united front. But mark that date, June 16, 2009, as a day when the “American Century” more formally transitioned into the 21st century of global economic balance.

Meanwhile…on the home front

Partnerships among nations is a real big bite to swallow all at once. But I believe that partnership strategies will move full speed ahead all around our businesses.

Not too long ago, outsourcing was both a way to save money and a dirty word. That tainted reputation resulted from the movement of service and manufacturing jobs to India, China and Mexico among others.

What many may not know is that over 80% of all U.S. outsourcing is sent to other U.S. companies. All sorts of non-core business functions like; Marketing and Sales, Human Resources and Accounting are sent to firms more proficient in those areas.

Outsourcing is simply one type of strategic partnership.

Done right, partnerships can help participants create and capitalize on new economic opportunities, become more competitive, grow and create jobs.

Another partnership type, joint ventures with complementary businesses, can open up new revenue possibilities, increase your available talent, and lower costs. The same can be accomplished via a strategic alliance.

As the economy begins to find its bottom, and the lull of sunny days are upon us – put your business under the microscope.

Are you reaching all of your potential targets? Are you maximizing the revenue from your existing client base? Are you missing certain products and services that can generate more income?

If so, believe me you’re not alone.

You might be the answer to another company’s need and vice versa. It’s up to you to find out.

Posted by: Steve Banis

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Lead Them to Water…Automatically

May 31, 2009

Tags: Albany marketing, autoresponders, email marketing, Lead Generation
Categories: Business Development, Lead Management, Lead Nurturing, Marketing Blueprint, Sales Process, Websites

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

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Love The Ones Your With

April 19, 2009

Tags: Albany, albany advertising, Albany marketing, Albany Sales Leads, Albany Social Media, Banis Marketing, 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

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Start Slow To Become An Overnight Success

April 12, 2009

Tags: albany blogs, albany business development, albany leads, Albany marketing, Banis Marketing, banismarketing, Social Media
Categories: Brand/Reputation, Business Development, Customer Focus, Lead Management, Lead Nurturing, Management, Marketing Blueprint, Marketing ROI, Strategy

Recently, I’ve been running into some business owners who are starting to ask some really good questions.

There is opportunity now. But where? With whom?

I need to hang onto my customers What’s the best tack to take?

I’m determined to get aggressive. Where’s my best bang for my buck?

Last year’s questions might have been about branding, advertising, or how to go “viral”. Many wanted to talk about that. And agencies are only too happy to oblige as these are the highest margin products and services they sell.

Today it’s different. It will stay different.

The right questions to ask today are who, what, and what’s the return on that? For the most part, that means starting with the few and working outward.

Back on April 2nd, Seth Godin wrote a little about this approach. Begin with 10 utterly loyal clients, friends, associates, etc. and work from there. Start slowly and let it build.

Depending on your situation, the place to start is with your team, moving onto your key customers, and then finally to dedicated FOOs (friends of the organization).

Let your team in on the secret…you need them. They need you. You both have roles to play. Yours is to lead – provide vision, direction, tools, and resources. Theirs is to perform their jobs with gusto. Relate to customers better than ever. Spread the word with more sincerity and urgency. Share ideas.

Strength in numbers

Same with your customers. Not only do you want to keep your important customers happy, you also need them to know that you need their help to succeed with other customers as well. Testimonials, invitations to present within their circle of influence, and asking for their ideas is not only helpful, it can also be flattering.

FOOs can also be a fountain of good ideas. They have exposure to other industries, competitors, and can help you get a handle on things that might be working for others. Also, because they typically have no axe to grind, any referrals from them, even those that may not lead directly to business, may lead to something more concrete.

Bottom line? Yes, there is opportunity now. Yes, there are customers out there up for grabs. Most of the best ones seem to be laying low.

Now’s not the time for a big splash. Now’s the time to throw a bunch of pebbles into the water and make many little ripples. In time they’ll all connect to make a big wave.

Posted by: Steve Banis

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Why You Need an Opinion

February 15, 2009

Categories: Brand/Reputation, Customer Focus, Marketing Blueprint, Marketing Message, Strategy

Recently, I saw Frost/Nixon, a good movie with two outstanding performances. Watergate is just another pleasant memory from the gift that was the 1970s.

I’ve already written about the parallels between the economic conditions in the 70s and those of today. But the round the clock watch of Congress negotiating how to spend $800 billion of our money reminds me how perception takes hold in America today.

And remember, perception is reality.

Back in the days of the Nixon presidency, Americans got their news from Walter Cronkite and the daily newspaper. The U.S. mail was the primary way to send and receive written information. Basically, the breadth, depth, and speed of information was regulated by the means of distribution.

Opinion on Steroids

Cable news changed that. Now, instead of waiting for the evening news or the morning paper, news was availalbe 24/7. And the first Iraq war put CNN and Bernard Shaw front and center. More information. More quickly. Opinions forms overnight.

Then the Internet. At first we could only view printed stories from CNN (and some others) and the big dailies. It spread like wildfire. And the evolution of Web 2.0 – interactivity – turbocharged it all.

Blogs, community boards, chat forums, IM, and more have put the ‘news’ in the hands of everyone with a computer. YouTube made everyone with a cellphone an on the scene reporter.

Quite simply, there is really no such thing as an exclusive story anymore. Everyone reports the news – and it comes in pieces.

That’s why news has been replaced by commentary. There’s just so much information streaming 24/7, all chopped up in little bits. Someone needs to present the big picture…and help you form and opinion.

What does it mean to me? That’s what people ask. They want your opinions. They’ll process them – some quickly and other more deliberately. Then they’ll make up their minds.

Don’t let competitors shape your customer’s opinion

Today’s TV and radio personalities – talking heads, pundits, spinmasters – are paid to help shape your opinion. Some are pretty good at it too. So are some of your competitors. You know who they are.

You’ve got to have an opinion. When you craft your core marketing message – the clear definition of who you are – be sure to clearly delineate your expertise and the additional reasons why people should believe you. Your ongoing marketing communication should reinforce your expertise with easy to understand issue summaries, opinions, and calls to action.

News is no longer news. Opinion has taken its place. Which shapes perception.

That’s your reality.

Sure there’s something very troubling about this evolution. It’s just like health care and retirement planning, the onus is on the consumer to make decisions for themselves.

But first they’ll need your opinion. Build your platform and give it to them.

Posted by: Steve Banis

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Burst Marketing

Learning Isn’t Comfortable – Burst Marketing

9 Meals From Anarchy

Where’s The Caring

Can You Handle the Truth?

But it has to be done.

Another “BRIC” in the Wall

Meanwhile…on the home front

Lead Them to Water…Automatically

Scooby Doo, where are you?

Lead them to water

Why You Need an Opinion

Opinion on Steroids

Don’t let competitors shape your customer’s opinion