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home | Blog

A World Disturbance

May 17, 2009

I start nearly every day by checking email. You may hop in the shower or choke down a breakfast bar.

Some finish dressing with sock-shoe-sock-shoe. I’m a sock-sock-shoe-shoe man.

Habits. We are all creatures of habit.

These rituals provide consistency and comfort. They help us deal with a complex world.

Customers are creatures of habit. Companies are creatures of habit too. And old habits die hard. Problem is, if some habits aren’t broken – the results can be devastating.

Lately, I’ve been thinking a lot about habits. What changes them, where things might be going, opportunities, and threats. And the potential actions we may want to consider as a result.

There’s something life changing going on. I can’t quite put my finger on it and I need to – we all need to.

There’s a world disturbance upon us. It’s the sum of many factors.

Here are just a few:

- 24 x 7 communication and the Internet

- World trade and shifts in global economic power

- An unfocused effort towards alternative energy

- Heightened fears from all sorts of stuff; too many to name

- An aging population in the industrialized world and a younger one in the Third World

Did you know that of the 6.7 billion people on the earth, China and India account for over 37%. The U.S. has 4.5%.

Think these things aren’t about marketing? Your business? Your family?

It all plays a part. Old habits and expectations are going to change. It takes a world disturbance. A series of cataclysmic events. That’s what forces them to change.

And you know what? It can be a good thing. A very good thing.

As long as you recognize where it’s all going.

When I need to get a handle on something, I usually think it through out loud. I hope you don’t mind, but I’m gonna think out loud right here.

Feel free to add your thoughts.

Posted by: Steve Banis


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

 

A Little Inspiration

April 5, 2009

There are a number of good reasons to create and maintain a business (or personal brand) blog.

You give readers a chance to get to know what you’re about and provide them a forum for discussing your ideas. Posting regularly (at least once or twice each week) offers search engine spiders the one thing they crave most: new content. So it helps with SEO.

The best blogs try to provide a service to readers. Good information, insights, and tips. That’s what keeps them coming back and builds your credibility.

Blogs also provide an essential service to its creators…it lets them think out loud.

We take in so much information that it’s hard to remember all of the little observations that can turn into big ideas each week. So writing is a chance to noodle through your thoughts, organize them, and pick out a few gems.

Panning for gold

This process goes on all over cyberspace. And readers are the big winners. You can mash up your favorite blogs using your reader. This allows you to decide which “gems” have value to you.

My fellow bloggers are some of the most brilliant and creative people on the Web. I use their ideas in my business and for my clients almost every day.

I’d like to share a few of the best resources I’ve found on the web for marketing ideas and information in hopes that you’ll find a little extra help in these difficult times.

• • • •

(the brief descriptions are by EvanCarmichael in his post last year)

• • • •

Duct Tape Marketing Blog – The award-winning John Jantsch offers his astoundingly practical advice, tips and tricks for small business marketing.

Seth Godin’s Blog – One of the most famous names in the industry, Seth Godin’s blog has long been a favorite for all things small business marketing. As the author of the most popular ebook ever, his blog never fails to give you advice you need.

Marketing Profs – What started as a simple blog by marketing professor Allen Weiss in 2000 has today turned into a fully-staffed venture that provides marketing know-how and offers valuable B2B articles and event information.

Brand Autopsy – How do you conduct a marketing physical for your brand? Check out John Moore’s blog to find out.

Marketing Sherpa – Using case studies, surveys, and other techniques, Marketing Sherpa researches what works – and what doesn’t – in all things marketing. (BMB note: Emarketers and online merchants will find studies by affiliate Marketing Experiments extremely useful)

• • • •

This list is by no means complete. In the future I’ll try to add to it so you can extend your own blog library.

…your comments on the burstmarketingblog are always appreciated.

Posted by: Steve Banis


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

 

Survive and Advance

March 22, 2009

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:

  1. protect and defend your customer base,
  2. finely tune your target prospects and your marketing message,
  3. 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

 

It’s Up To You

March 8, 2009

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