home | Blog

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?

Comments (0)

Burst Marketing: Don’t Get Cocky

April 11, 2010

Categories: Business Development, Decision Making, Economy, Lead Generation, Ownership, Sales Process, Strategy

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.

Comments (0)

When Servers Go Down

February 16, 2010

Tags: service. marketing
Categories: Business Development, Courage, Decision Making, Ownership, Strategy

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?

Comments (0)

Flexible Not Permanent

January 18, 2010

Tags: Burst Marketing, businessweek, Recession, temporary workforce
Categories: Brand/Reputation, Business Development, Courage, Customer Focus, Decision Making, Economy, Management, Ownership, Strategy

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?

Comments (0)

Don’t Take The Meeting

November 8, 2009

Tags: Burst Marketing, business meetings, communication, reputation
Categories: Brand/Reputation, Business Development, Customer Focus, Ownership, Sales Process

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

Comments (0)

Bosses Day

September 6, 2009

Tags: boss, Labor Day, Recession, unemployment, workers
Categories: Family Business, Management, Ownership

On this Labor Day weekend we recognize the contributions of American workers.

With news this week that the national unemployment rate has risen to 9.7%, there are, unfortunately, fewer of them. And it really says something when over 200,000 jobs lost counts as good news.

But things could be worse, much worse. For all the hoopla given the trillion or so dollar stimulus package, when all is said and done, the real heroes to emerge will be American bosses.

Those entrepreneurs, owners and managers who’ve had to make gut-wrenching decisions about others’ livelihoods while enduring their own uncertainly over how they will care for their families.

Hail Boss!

It’s these bosses who have seen their life’s work eroded. Who have watched the Internet steal their customers overnight. Who have watched overseas competitors drive prices down. Who have been forced to accept worse and worse health insurance for more and more money – affecting everyone in their companies.

And they know many of these changes are permanent.

They know that even when the economy stabilizes they’ll be forced to modernize their businesses and find a new formula for success.

Such is the plight of owning and managing a business.

So this Labor Day, let’s hear it for the bosses. Without them, there wouldn’t be any jobs at all.

Posted by: Steve Banis

Comments (0)

Why choose us?

Get In Touch

Burst Marketing

Learning Isn’t Comfortable – Burst Marketing

Burst Marketing: Don’t Get Cocky

When Servers Go Down

Flexible Not Permanent

Don’t Take The Meeting

Bosses Day