Roy's Blog: Marketing
February 9, 2012
If you’re not happy with the progression you are making in your career, follow these 5 steps that will power you forward.
1. Define the position you want in 24 months. Sales Director? VP Marketing? Call Center Manager?Having a target will focus your efforts in developing your Career Action Plan. No Target = Diffused Effort, and a low success rate.
2. Find a Mentor. EVERYONE needs advice and help Pick one who is skilled in your Target Position.
3. Identify the Foxes that are the key decision-makers in your next career move. Treat them as your target market. Get to know each one of them and what makes them great. Make sure they know YOU.
4. Make a list of THREE things you need to do over the next 90 days to make you more qualified for your Target Position. Do them!
5. Create your ONLY Statement and work it every minute of every day. ONLY is how to define your uniqueness among The Herd of people competing for scarce jobs. “I am the ONLY one that…” will serve you well in an environment where generics run. If you can’t create an ONLY, you won’t get noticed and your career goals will likely elude you.
Try these. TODAY. I guarantee they WILL make a difference.
- Posted 2.9.12 at 10:00 am by Roy Osing
February 6, 2012
The ONLY Statement is the ultimate manifestation of your Distinctiveness; your Uniqueness. If you can’t claim that “We are the ONLY ones that…” you’re part of the competitive Herd awash with Sameness and commodity suppliers. Jerry Garcia, of The Grateful Dead said it this way: ” “You don’t want merely to be the best of the best. You want to be the ONLY one’s who do what you do”.
If you’re not spending copious amounts of time creating your ONLY, you’re not using your time wisely. And you’re falling deeper and deeper into the Herd. You won’t be noticed. You will be ignored. You will be DEAD. It’s just a matter of time.
Three steps to the ONLY:
1. Talk to the critical wants of The WHO. The people you have chosen to SERVE. Your target market. Remember it’s not about what you supply to the market; it’s about what your customers want. Do you know their top three wants? Notice I said :“wants” not “needs”. People today generally have what they “need”. The battle is over how to address what they “want” in a manner that ONLY you do.
2. Talk about VALUE. What benefits, solutions, memories, joy, experiences and happiness are you creating? Pushing products and services has a minimal role in The ONLY. We are seeking to claim uniqueness in the way we impact the lives of those we are trying to serve. AND remember the “P” word (Price) has no place here either. Price claims can NEVER be Distinctive. Easy to copy. Commodity behavior.
3. Make it specific. At the end of the day, your ONLY has to be delivered by people. They need to clearly understand what it means in granular terms. They need to be able to determine the appropriate behaviors necessary to “live” The ONLY. Leave helium-filled statements, vision-type claims and aspirations at the door. “We provide the best customer service” is way of target. Means different things to different people. Probably is untrue. Can’t be measured. Can’t be translated into a detaild picture of what it looks like in the field. Trash it.
- Posted 2.6.12 at 11:00 am by Roy Osing
January 30, 2012
I know that Benchmarking is viewed as a necessary process for most organizations. But I have a major issue with it.
Beware of these 3 things:
1. It’s copying. It doesn’t make you special. It may help you improve your position in The Herd, but it does nothing to help you Stand-out from The Herd. Copying is the enemy of BE DiFFERENT. if The Herd goes East, go West. If The Herd says Black, say White.
2. It keeps you in The Herd. Best of Breed is still in The Herd. An imprint of the #1 Herd Member still keeps you with your ‘Sameness brethren’. The Herd is not your friend. You need to break away from it, not find consolation in it’s attributes.
3. It robs you of your individuality. Benchmarking forces you to conform. Forces you to BE SaME. Forces you to capitulate to the leader of The Herd. What’s your problem? Can’t think for yourself?
YOU owe it to yourself to express your uniqueness. The Herd is common. Invisible. Ignored.
Express yourself. Distance yourself. BE YOU!
It’s ok to observe what The Herd is doing and adopting from the Best what might improve your performance. It’s quite another thing to assume that copying them will help you win the competitive battle.
Winning is about Standing-out not Fitting-in.
Look at The Herd.
Go a DiFFERENT way.
- Posted 1.30.12 at 10:20 am by Roy Osing
January 26, 2012
Everyone is trying to build a better Loyalty Program that will hold customers forever.
Here are some thoughts to consider (in no particular order)...
1. A Loyalty Program should be RELEVANT (something your Fans Care about) and UNIQUE (something they can ONLY get from you).
2. Identify your Fans and go get from them the Top 3 things they care about.
3. Design the Plan around these 3 things.
4. Observe what the competition is doing, but act on what your Fans are telling you. Many organizations design something on the basis of what their competition is doing. WRONG!
5. Consider building an ONLY Statement for the Loyalty Plan. “Roy’s Fan Club the ONLY one that….” Is how you could actually build it.
6. Avoid Benchmarking other Plans unless you want to exercise the Contrarian Marketing tool (go the opposite way). Copying Best of Breed might allow your status in The Herd to improve, but it won’t allow you to stand-out from The Herd. To BE DiFFERENT.
7. Consider greater benefits to those who have been with you the longest. Someone who has been with you for 10 years is worth more than someone who has been loyal for 2 years. Treat the 10 year old accordingly by delivering more benefits to them.
8. Design a communications strategy to support Roy’s Fan Club to be constantly engaging with your members. Keep the Club alive and constantly tweak it based on Fan Feedback.
9. TEST the Plan design with your Fans. Make sure it addresses their High priority wants and desires - the RELEVANCY Test.
10. Personalize the Fan Club. Have a variety of versions based on the unique desires of your various Fans. The One Size Fits All Approach is what The Herd does, and it produces Invisibility and Mediocrity.
11. Give Fan Club members a special “Fan Club Service Line” to call when they need to talk to you. Differentiated levels of service is an appropriate way to recognize the relative value of customer groups.
- Posted 1.26.12 at 01:04 pm by Roy Osing