60 Sec: Social Media
August 24, 2010
This is our thirteenth video in our “60 Seconds” series. We will be posing a number of questions in this series. We will attempt to answer one question per week in video form. There are two rules for the “60 Seconds” series:
1) Justin has 60 seconds to answer a given question.
2) The video is unscripted. Justin has not seen the question before taping. What you see is raw footage, there is only one take. We do this to keep ourselves down-to-earth and transparent.
You can also view this video in HD on YouTube.
What is Twitter?
August 19, 2010
60 Sec: Most Marketing
August 17, 2010
This is our twelfth video in our “60 Seconds” series. We will be posing a number of questions in this series. We will attempt to answer one question per week in video form. There are two rules for the “60 Seconds” series:
1) Justin has 60 seconds to answer a given question.
2) The video is unscripted. Justin has not seen the question before taping. What you see is raw footage, there is only one take. We do this to keep ourselves down-to-earth and transparent.
You can also view this video in HD on YouTube.
Bringing Costs Down
May 13, 2010
Connect with him on Facebook: facebook.com/thomasjgolden
Read his drum blog: cleanbeats.posterous.com
2010: 5 Branding Must Do’s
May 6, 2010
We can all sense that 2010 has been a different kind of year. The way politics are moving, the way the economy is slowly building and the way media is moving are all only some components of what will make 2010 different. It is likely the beginning of a new era of how business will be done around the globe. All of this sounds rather complicated - and it probably is. However, what most businesses need are some simple things to do; some specific, tangible steps that will help you have a successful year.
Here are 5 Branding Must-Do’s you can implement into your business. They are simple, virtually free, and scalable to any kind of organization:
ONE: Go Back to Your Roots.
Why did you originally start or buy a business? By returning to that original inspiration, you will re-discover the elements that inspired you to take the leap. In today’s 360 degree, open culture, this is also the same inspiration that your employees and customers should have. By going back to your roots, you are ensuring your employees and customers that you are in business for something bigger than just the revenue model; that there is a reason and purpose for your existence as an organization. Inspiration is so much more powerful than coercion. And much less expensive.
TWO: Strip out the BS.
You need to present your brand as an idea; something inspires the audience to believe what you believe.If you are not quite sure how to do that, just talk in simple terms with your audience. Answer these two questions: 1) “What am I selling?” and 2) “Why should you buy from me?” People don’t won’t to be sold to, but they do want to know what you are selling. Just put it in common, every-day terms that create strong tangibility and visual images - and keep it free of marketing clichés such as “service”, “value”, etc. All of these rules apply to your employees, community, and other people that are connected with your brand.
THREE: Deputize Everyone.
Every person you come in contact with is not just a potential customer; they are also influencers. Instead of trying to sell them, inspire them with your ideas and differentiation. They may buy something from you - but even better is having them tell everyone in their sphere about you. If you are a B2B organization, this also means that everyone is a sales person; both inside and outside of your organization. Have a plan in place to pay finders fees to anyone that brings you new business.
FOUR: Be Social.
Organizations that try to use the traditional corporate-to-masses approach to marketing are going to struggle. Instead, focus on methods that allow your people to talk to The People. This often means just talking to people; asking them for feedback and insights on your business. Of course, this also where social media comes in. It is the most efficient way to have one 1:1 conversations with people. Like the other Must-Do’s, this also applies to your employees, vendors, and other non-customers. A word of warning: don’t use social media unless your culture can handle the transparency and dialogue.
FIVE: Own the Experience.
Brands will live or die based on the customer experience. The customer experience doesn’t have to be amazing (unless you promised that); it just has to be consistent. This starts by being easy to use, respectful, friendly, and just plain nice. Another simple step for elevating your brand and increasing word-of-mouth is to treat every person as an individual. Or even better, as a peer - someone you can relate to. As consumers, we are used to being treated as just-another-customer. When we are treated with respect and connected with as people, it stands out.
It is not intended that you pick just a few of these suggestions. This is a system and we recommend that they all be implemented. You will find that they will compliment each other and create a net effect far greater than just implementing bits and pieces. As we said, none of these are all that difficult to implement, but it may require a change of thinking. If you are an owner or CEO, then it starts with you.
Killing Buzz
April 22, 2010
Killing Buzz
buzz.word (buz´wûrd) n. A usually important-sounding word or phrase used primarily to impress laypersons Source: buzzwhacker.com
Buzzwords are simply unavoidable. Many consultants, sales professionals and executives thrive on knowing the newest buzzwords and impressing their clients, prospects or employees with their “vast” knowledge. In order to stay relevant, there is some truth in having an understanding of the buzzword’s definition, but buzzwords do not need to be involved in marketing communications.
When we cut out all of the buzzwords from our strategy, messaging, business development plan and out of our sales collateral, we realize how simple marketing is. We realize that marketing is simply relating to our customers. If your material is chock full of buzzwords and fluff, you’ll literally feel your BS radar going off. If it goes off, start from scratch. When you are done, you will find that you have much more valuable materials that are easy to understand and define what you are trying to accomplish. Here are some tips:
Tips:
1) Write your internal documents like you are writing to a seven year old. This has helped me to force myself to use clear wording. Stay professional, but truthfully, most internal documents need to be clear easy to understand, that’s it. This technique also helps remind that you are writing to people and not a mindless audience.
2) Stop over explaining. In your documents, whether it is sales collateral, like spec. sheets, or your “About Us” bio, over explanation is usually a sign of insecurity or a lack of expertise. Over explanation often leads to wasted time or more confusion where as clarity can often be found in short and simple messages.
3) Create your messaging, internal and outbound communications, by starting with the absolute truth, the polar end. Then move backwards until the message is right conveys that polar end in a more acceptable manner. As you are crafting your messaging, remember to insure that each word holds a specific purpose.
Final Steps:
Obviously this is not an end all resource, but these tips can help clarify your material for both you and the customer. Try picking up your marketing plan or your business development strategy and see if your writing matches up. Does it really make sense? Is it clear, simple and unique? If not, change it.
Why People Buy
August 7, 2008
We marketers love getting immersed in the nuances of the marketing process and branding theories. It is fun - but it is not that complicated. People buy for three reasons; reasons that have been around as long as humans have been around. The emphasis is on “buy”; the actual transaction, not “brand awareness” or “lead generation”.
Image
This is a purchase made because of how the product reflects their personal beliefs, self-image, etc. Examples: BMW, Starbucks, Apple, Urban Outfitters
Value
This is the best deal; the product that has the best quality-to-cost ratio. It also has to do with convenience and location. Examples: WalMart, Hyundai, Southwest, Holiday Inn Express
Best
This is being the best product/service on the market. This could be related to “Image”, but is typically about usability, quality, and/or features. Examples: Bose, John Deere, FedEx, RitzCarlton
Many products will have more than one of these - or sometimes all three. The key is to be at least one of them. Giving people a reason to buy that doesn’t fit in to one of these means you competing against thousands of years of human nature.
Some of this matching your story with the story they tell themselves (as brilliantly laid out by Seth Godin in “All Marketers are Liars”) - but often the true reason is not what they tell themselves. That is why you have to dig beyond the “lie” they tell themselves (”I’m buying this car because of the gas mileage”), to the REAL story (”My friends will be so jealous when they see me in this!”).
Keep in mind that any of the 3 can be word-of-mouth friendly. People talk about all three when done right. All three are also social media friendly.
So when you are creating your own out-bound business development (sales, advertising, WOM et al) strategy, pick one that best reflects your offering and go with it. Of course, this does not supersede being able to articulate your Simple Idea, having a perfect brand identity, and an unexpected customer experience. But it will help you keep it simple - and stay focused on the most important metric of all - sales.
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