Archive for August, 2010

Marketing Jam Session

By | November 23/11 By | August 25, 2010

Combining folk, bluegrass, blues, reggae, country, jazz, and rock, they created an improvisational sound experience unlike any other. They performed at Woodstock. One of their rag tag crew was the inspiration for a Ben & Jerry’s ice cream flavor. And they recognized the power of community before a tweet was anything more than an onomatopoeia for bird talk.

Yep, I’m talking about the Grateful Dead.

Over the weekend, I started reading Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History. (The Kindle version – something I’ll obsess about in another blog perhaps). The story is told by a couple of Deadheads and marketing gurus – Brian Halligan and David Meerman Scott. While following the lead of a psychedelic band may seem like a risk for corporate types, the Grateful Dead developed an innovative approach to marketing that is now called social media. (And they did it without today’s instant message technology.)

Interesting and quick reading, I recommend you dust off the albums (or download a few tunes), grab a pint of Cherry Garcia, and dip into this book for some marketing inspiration.

Susan Lawson-Dawson – avid reader & rocker!
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THE THREE LEGS OF A STABLE MARKETING FOUNDATION

By | November 23/11 By | August 12, 2010

Have you ever sat on a bar stool that was missing a leg? Probably not because it wouldn’t be standing.
How annoying is it to sit at a wobbly table where the legs aren’t all the same length. Very – I hate spilling my beverages!

Almost without exception, you need at least three legs to create a sturdy foundation whether it is a bar stool, a table or your marketing plan. And they need to be balanced.

So, as you put pencil to paper (OK, cursor to screen) to develop your marketing plan, keep these three simple concepts in mind because they relate to interaction with all of your key constituents whether they be your associates, customers, distribution partners, members, volunteers, donors, whoever.

INFORM – Make certain that you clearly communicate the brand promise of your product or service to customers and what you expect from channel partners and associates.

EDUCATE – This is the leg that is often cut short. Clearly convey to customers the features, attributes and value of your products and services. Demonstrate, illustrate or sample as appropriate.
Train associate and channel partners so they are comfortable interfacing with customers and telling your story, how you need it told.

MOTIVATE – WIIFM (What’s In It For Me?). Make sure you answer this key question from your constituents’ perspective.

I have successfully applied this approach in my work with employers and clients including DAY International, Moto Photo and The Schwan Food Company.

How solid is your marketing foundation? Are you on stable ground or is your plan wobbly, teetering and in danger of toppling?

Chuck Bertini

P.S. For a really stable foundation, add a fourth leg…recognition. A little goes a long way.
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Quizno's reignites the generation wars

By | November 23/11 By | August 8, 2010

Nova has been abuzz (mostly driven by myself as I love both Quizno’s and the commercials) about the latest Quizno’s commercial featuring singing kittens.

The commercial harkens back to a somewhat controversial commercial they ran in the early ‘00s featuring singing rodents, floating around the screen pitching the deliciousness of Quizno’s subs.

We seem to be split here are Nova HQ about whether or not these commercials are brilliant because of their use of a viral campaign or whether they represent the worst fear of any fast-food aficionado by displaying rodents near your food.

As a Gen-Y’er (and Internet fiend) I loved the original commercial because it spoke to me and made me laugh and think of all of the things I love most about the web. However, it seems those who are Gen-X and higher do not feel the same way.

What do you think? Leave us a comment with your generation (if you dare) as well as your view.
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Nurture Your Prospects

By | November 23/11 By | August 2, 2010

So, let’s say your marketing efforts have worked. You have generated a ton of prospects. You are a superstar and are admired by your peers within your organization. Now what? Prospects are all at different stages in the buying process and need to be handled differently. If a prospect is ready to buy, you may want to contact them regularly…maybe once a week. If another prospect is interested but not ready, sending helpful information or an article each month will keep you on their radar screen. You also may want to send them an invitation to an event or to a helpful link on your site. Check out this article that spells it all out. I think it is excellent.

Bill small2 – Bill

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