Marketing Maestro

How often do you hear an executive struggling with a marketing problem and not wanting to hire an agency or additional resources declare:

"Our business is so unique no one knows it like we do"

Of course not and that is exactly why you should hire an outside resource.  You know your business and how to run it but marketing your business is a different skill set.  If you run your own business you are probably too close to it to have a good perspective on driving new customers to your business.  You need outside advice and resources to help solve those marketing problems.  Don't get me wrong business owners and executives should have marketing insight but you shouldn't try to do everything on your own.

Does this mean you should listen to anyone who has marketing advice?  Probably not, since many of those people are probably trying to sell you something but if you have a few key resources you will be well served in the long term. 

Let me let you in on a little secret (shhh). There are no business that are so unique that a good marketing person couldn't find a hook to use.  Just hire a great marketer or marketing partner.

A few weeks ago I wrote about the $600 tax rebate and the potential for marketing to use this 'free' money to help generate sales.  The current rise in gas prices presents a similar opportunity for marketers.  Some business such as hotels are offering fuel subsidies to lure guests to take vacations at their locations.  As gas prices continue to rise I bet people start thinking twice before just jumping into their cars.  If people need to drive to do business with you, it might be time to start thinking about providing reasons it is worth the drive to your business or find a way to bring your business to them.

Does it make sense for your business to use a gas gift card as an incentive?  Could you make it easier for people to drive to your business by offering to pay for some of their gas?

No, I don't work for a gas company... but I would not be surprised if a free gas card helped drive response for your marketing efforts.  My guess is we will start to see more companies using gas cards in their marketing to drive sales.  I hope I am wrong and we see gas prices come down. 

OK so this headline is not news to anyone....

This is a sad statement of what we have come to expect when dealing with companies like Verizon who really don't care about you as a customer or the business you represent.  They don't understand Customer Life Time Value.  They care that their return policy says 30 days.  No exceptions or any attempt to help you out.  All you get is  a half baked excuse for a service person who is  half paying attention to you while she spouts corporate policy as she talks with a coworker.

OK so I am not 'happy' with Verizon Wireless and if I had access to a senior executive who showed an ounce of concern for their customers I would gladly buy them a few books on customer service and marketing.  Seth Godin's book, The Big Moo would probably make the top of that list.  I doubt companies like Verizon could attempt to be remarkable at how they treat customers but if it costs less to retain a customer then acquire a new one why not take a few minutes to understand what your customers want.

These experiences remind me that if you have a customer in your store or on the phone, isn't it easier to make them happy and 'bend' a few rules then to send them on their way angry.  Remember a happy customer will tell 2-3 people but an unhappy customer will tell 10 or more.

On that happy note... remember without customers you have no business so keep the customers you already have satisfied.

...or to at least consider when you are planning your marketing activities for the rest of this year.  If you are trying to get your message across to your target audience you need to keep your eye on the calendar (nationally and locally if you have a local business) to see if you are going to be fighting for share of mind.

This year we have some extra 'fun' to work around.  We have a contentious Olympics taking place in China, two major political conventions and a Presidential election to follow.  So here are some of the additional dates I recommend you add to your marketing calendar and decide how it effects your business:

• August 8-24 - 2008 Summer Olympics, Beijing, China
• August 25-28 - Denver - Democratic National Convention
• September 1-4 - Minneapolis - Republican National Convention
• October 27- November 3 - Week before National Election (there is just a ton of marketing happening during this week)
• November 4 - National Election Day

In addition to these days I always try to avoid the standard holidays (Mothers day, Fathers Day, Memorial Day,  Thanksgiving etc) since there is just too much marketing noise and people tend to have other things on their mind (unless of course your business is related to these dates).  I try to avoid certain days and keep a good eye on the surrounding days to make sure we have the best shot at getting our message to our target audience.

If you plan well you won't have any surprises when your marketing plan goes live.

 You most likely have heard about or use Digg, Mixx, Spinn or other online community news sites.  Well, there is a new site which has joined the crowd and it is called HatedOrLoved.com.  If you enjoy social networking and pushing stories through your network this might be a place to check out.  As a new user you might be able to build up social 'power' before the site takes off and becomes  established like Digg.  The difference here appears to be that you can 'hate' a story without pushing it down out of public view (your not playing censor as is the case in some communities).

As a marketer these sites are important to pay attention to since they can drive significant web traffic to your site.  If one of your stories gets pushed up to a popular category by the community - BAM new site traffic.  Then you might get really lucky and be picked up by some of the other sites and BAM a lot more free site traffic.   These sites spread word of mouth stories if the news is buzz worthy.  

Good luck with your content marketing efforts and let the Trump community know how your business is  using social networking  in your marketing efforts.

So you think TV advertising is only for the big brands.  Think again.  A few months back I pointed out Spot Runner's entry into the TV advertising market with a focus on small businesses.  Recently I came across a new player in TV advertising named Spotzer who also targets the same group of advertisers.  Spotzer takes a more direct response model to marketing your business on TV.

Both companies use templates to create and customize a TV ad for your business but I am told Spotzer's approach is  more holistic then the Spot Runner model.  The main difference between the two companies comes down to the media buying and planning for your ads.  If you want to learn more take a look at the site or contact Allen Madoff (a long time industry friend) and tell him I sent you.  If you ever considered TV advertising this might be a way to make the numbers work.  If you can make the numbers work these efforts can be very successful.  Take  Ron Popeil and his 'Just Set It and Forget It'... as a prime example of successful direct response TV in action.

Good luck and if you call now we will include an extra set of steak knives...

Last week I participated in the "Personality Not Included" Exclusive Interview with Rohit Bhargava.  Unfortunately I wasn't selected as a top 12 interviewer but through the power of social media marketing I did win a signed copy of his book.  If you haven't purchased the book I recommend grabbing a copy.  From my short time following Rohit's work I have learned a thing or two and I am sure the book is full of interesting and useful marketing ideas.

So now I have the copy I ordered and a signed edition coming my way.  What to do with the copy I bought.  Any ideas from the crowd...?

Better yet.  Let me take a page from Rohit's play book.  If you want the book and you have your own blog make your case in a blog posting and I will pick someone who thinks this book will help grow their business.

Good luck.