Roy's Blog: Marketing
July 18, 2011
People are willing to give you their Secrets every time you personally come in contact with them. They are all prepared to share what’s going on with them and their lives (applies just as much to an organization as it does to an individual). All you need to do is to show that you are more than interested in them. By your actions tell them that you are a Human Being Lover , and that you are interested in their story.
The Secret flood gates will open. You will then have the information that no other organization is likely to have to power your Marketing and Service efforts.
The BE DiFFERENT Secret Gathering Process:
1. Ask a Question.
3. If you have enough Secrets STOP; otherwise go back to 1 or 2.
The point is that we have all been taught to be in the transmit mode, anxious to tell the other person what we have been up to, what we have to sell and the attributes we possess. To really learn about someone we need to make a right-anged change from this behavior. We need to be open to others and focuses on learning what THEY are all about.
When organizations master the Art of Secret Gathering, they will vault out of the Herd by distinguishing themselves in the VALUE they create for their Fans and the dazzling service experiences their customers receive.
Secrets give you the power to BE DiFFERENT. Take it.
July 16, 2011
Saturday: Trauma Marketing
So you have a cool idea that you think people will love. You think it will make you lots of money. You want to start your own business.
How do you go about it? What are the things you should do to at least increase your chances of success?
1. Before you do anything spend time asking yourself “How will I BE DiFFERENT from my competitors?”. If you don’t have your competitive strategy figured out you will be in The Herd doing what they do. You won’t get noticed and will likely fail. Be the ONLY one who does what you do. Get your “HOW to WIN” thinking straight first.
2. Keep your Planning Horizon short. Think in terms of what you want to achieve over the next 24 months. The bank may want a 5 Year Plan but you need to keep your eyes on short term goals. EXECUTION is critical and is enabled through a focus on “What am I going to do in the next 30 days?”. Remember: the 5th year of a 5-year an never shows up!
3. Create a Fan base for your idea. People who love it. People who want you to succeed with it. People who are willing to commit their time and energy to spread your word to others. Use them to start your marketing efforts. It’s the most inexpensive and effective way to get going. And if you have trouble organizing a group of support for your idea then maybe it’s not a good idea.
Key concepts: ONLY competitive positioning, monthly goals and Fan Marketing.
July 11, 2011
THREES - Cut the CRAP
THREES - Sales Relationship Building
YES Builds; NO Destroys
Marketing 101 talks about the importance of figuring out the NEEDS of your target customers. The theory goes: identify what a person needs; build a product or service that delivers the needs and provide it. Simple enough. The problem is that every member of the Herd is doing it.
The challenge is that the needs of most people are already satisfied. Really. Most people already have food, shelter and water. Most people already have the things that sustain their everyday lives. So how can you be successful in attracting them if you are using NEEDS as the basis for your marketing efforts? You can’t.
People now buy on WANTS and DESIRES based on the things they would LIKE to have to fulfil what they perceive as a gap in their lives. They covet the iPad because of the array of experiences the device engages them in. They stay at the Marriott because they are made to feel special through the service provided them.
What are the implications to marketers? It means that to DiSTINGUISH yourself from the Faceless Herd requires what I call Secrets Based Marketing, a move beyond focusing on NEEDS. A Secret is a hidden want that possesses someone. Something she doesn’t need, but intends to purchase in any event. Secrets tell a story of her life. What she does with her day. Her evening. Her spare time. What she sees herself as. Her image.
For an organization, a Secret could relate to hidden facts about what drives it: Environmental goals, Social Values, or issues around Employment Equity.
Whether a consumer or business, successful marketing these days requires a Powered-by-Secrets mentality. A discovery process to dig deep and learn everything there is to be known about every facet of your customer.
Like an iceberg, the REAL character of a person is below the surface. And it is this real character that will drive successful marketing and a ReMARKABLE organization.
June 13, 2011
Price or VALUE?
The Side of the Angels
Magic Question and Answers
Have a clear Strategic Game Plan. Without a strategic context for your brand you don’t know what to measure to see if it is working.
Declare your ONLY Statement. “We are the ONLY one’s that….” should drive your audit work. Your brand should shout out the Distinctive, Unique and Remarkable promise you are making to your fans. Build The ONLY Statement to stake your claim.
Listen to the conversation going on about your brand. Your brand isn’t what YOU think you are, isn’t about what OTHERS think you are as they experience you on a daily basis. Create a presence on Social Media as a prime listening tool. Invest in a dedicated employee whose role is to be your Brand Listening Post. Make sure the Brand Cop in your organization plays an active role in this function to get real hands-on feedback from the market.
Engage in the conversation. Deal with any problems people are raising about your organization like service issues. Clarify any misunderstandings out there about who you are and what you stand for.
Build relationships. An open and honest dialogue with people gives you the right to be a “friend”. Take the time to do this, as these folks just may “sneeze” you to others. Suddenly the audit process turns into a business building one. Cool eh?
Develop an Action Plan to deal with the gaps that appear between what you claim to stand for and what the conversations actually say it is. This could mean doing more ONLY work as it is deadly to claim that you are UNIQUE but the conversations say it’s not true. Use the audit process to build credibility with your fans.