This proves once again that channeling creativity + talent + motivation into a program package can yield extraordinary results.  And it holds and important lesson for those interested in non profit marketing.

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Show them how to help…and they will

No doubt, these are challenging times for the Capital Region’s non-profit organizations.  Funding uncertainties are pushing boards and leadership teams to the limit – scrambling to make up for budget cuts and a likely future with lower public funding.

We’ve encountered numerous organizations that have dedicated leadership, staff and volunteer advocates, but are concerned that they are treading water.  They’re not able to stay ahead of the wave of shrinking public funds.  There is no shortage of the will to do what’s necessary – but there has been a crisis of direction.

In short, there are too many cooks in the kitchen.

The key, we are finding, is in the adoption of programs that give each constituency a role to play.  Local organizations need to invest in the development of a vision – one that is more encompassing than their own mission.

This example, canstruction.org, is a national organization dedicated to unite multiple groups of people in feeding the hungry nationwide.  Their vision is carried out through “Canstruction” competitions nationwide.

Canstruction’s vision:

Wherever a Canstruction competition is held thousands of hungry people are fed, a greater awareness of the issues surrounding hunger is brought home to the public, and a spotlight is placed on the design and construction industry giving back to the communities it helps build.

Why Canstruction succeeds:

They have used the building blocks of a marketing plan to the fullest advantage:

1. Target Markets:

• Primary – design and construction industries
• Secondary – the general public and display spaces

2. Relevant Message:

• Design and build stuff with cans and you will get exposure and goodwill while the hungry get fed

3. Call to action:

• To the primary target – participate, fulfill you role;  To the public – view the contest and donate food

It’s a win, win, win program.  The program is fun and interesting.  And it’s effective.  Last year, canstruction.org raised enough food to provide over 1.5 million meals.

That ain’t small potatoes!

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Canstruction sculptures from the exhibit.

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The good news is that all the hard work (and billions in tax incentives) expended supporting the “Tech Valley” dream is looking pretty good for the Capital Region’s long term prospects.

The bad news is that you’re probably not going to get a piece of it.

In the strategy sessions we hold with clients at our office, we spend lots of time defining the target market.  Discussing distribution strategies.  Brainstorming tactics.  We argue and debate and ultimately whittle down all the possibilities into a finely honed formula for producing more sales and profits.

And then a client asks one final question; “how will we monetize Global Foundries?”

I get it.  I really do.

The Albany – Schenectady – Troy market is #58 (source: The Nielsen Company) and the transition to a more diversified private sector in our economy has been hard fought.  We have a right to feel good about our wins.  But are we entitled to get a little piece of the action?

No.  No we’re not.

It may not be a popular notion, but as big a win as landing Global Foundries promises to be (along with GE’s planned job growth, Sematech and others), that tide will not lift all boats.  Most of us are still going to have to do the hard work of marketing and selling to our usual customers and pursuing other growth opportunities.

To that end, keep your eyes on the prize – your core customer.  We use a specific tool – called the Audience Decision Matrix – to create the laser focus needed to capture their attention as the economy warms.  Do the work needed to get inside the head of the decision maker and who has their ear.

Learn their routines.  Where they hang.  What they think is important.

Don’t let the Malta miracle distract you.  Stick to the fundamentals.  If you’re meant to get a share of the winnings, then good planning will bring the opportunity to do so into focus.

Here’s one selling a conservative newspaper. Simple design with a focus on a bold headline, teaser copy and a token -

Having seem my share of inter-office envelopes, this one’s caught my attention -

Here are some more envelopes featured on the blog:

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?

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.

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.

A brief glance across the room. Penetrating eye contact and a smile. A brush of the hand…

Well you get the idea.

Good marketing aims to move beyond seduction.  To take a “passer by” beyond fascination with your shiny new thing to legitimate and immediate target.  That means dinner, dancing, and dating.

It’s rational economics.  Moving them through the sales cycle by helping them see the true cost of NOT acting.

Stoke their fascination. Make friends. Have rational conversations. You offer a solution, or excitement, or notoriety. Whatever problem they really want to solve.  And you do it at a justifiable cost.  It’s not just money. Sometimes its not money at all.

Its time, comfort, or prestige for example.

Make it easy for them to talk to you. Online, offline, in person. Let them get involved with you – with forums, social media, and live events.

What brought them to your door was only skin deep.

What brings them into your living room is the comfy couch, great music, good coffee, and intelligent conversation that connects.

Posted by: Steve Banis

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

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

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

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.

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