Change is the Natural State... 1sts, lasts, and nevers

Seth Godin (best-selling author, consultant, celebrity) does a daily blog that inspires me for two reasons:

1. Anyone who can write intelligent postings every single day (including weekends!) has it going on.  (He’s at one end of the spectrum with an open mind compared to many who blurt out the same drivel every day… and no, I’m not referring to particular TV network “spokespeople”);

2. His range of motion in terms of topics is astounding.

I wanted to share with you his post from today called First and Never (click on the title to access the post) which is an interesting way of looking at change. It is interesting to note that most people devote time to resisting and rejecting change so that they can remain in their comfortable wagon rut (remember TV westerns where huge “ruts” were left by the wheels of covered wagons as they ploughed through mud?)  And yet we talk about the Need for Progress (which only comes with change!)

What Seth doesn’t mention are the “lasts” – which relates to my belief that the gift in life is the present (today).  Seth mentions the firsts (first time experience – often you recognize these immediately when they happen), never agains (which are retrospective looks at past experiences that won’t happen again), but neglect the Lasts.  I believe that the fact that we never realize a “last time” occurrence until after it is past is an important aspect of the experience.  While it might sound morbid to think that anything or everything we do could be our “last time” to do it, I prefer to turn that around and extol the moment for its innate virtue.  While we lament over the never agains, it is my fervent belief that we ought to enjoy every pleasurable moment (as soon as we realize that we’re feeling something positive) and extol the people, places, feelings, smells, sounds, sights and wonder of it all. Should it turn out later to have been a “last” time we will have a fully experienced happy memory to recall.

Think about how this could transform your life – a staff meeting could become less of a chore and a bore if we take the time to chuckle when someone tells a joke (instead of lamenting how lame it was) or when we feel a sense of joy as someone describes an accomplishment.  More than likely it won’t be our last staff meeting (or even a memorable one) but if we take the time to enjoy the little moments of joy as they occur, we’ll find that they are more frequent that we realize (is this what is meant by “take time to smell the flowers”?_

I know how positive this has been for me — when I take the time to recognize the moments of pleasure and joy sprinkled throughout my oft-busy day, the inconveniences and petty disturbances grow smaller.  The gift of life is always the present (live for today) – and I’m finding that the 1sts, lasts and never agains are just a (good) part of overall life.

Thank you Seth for inspiring me to look at life in a different and inspiring way!

Have a good weekend!

Regards,

Carol

Carol Dekkers, Software Measurement and Global Software Development expert, author, speaker. Want to engage Carol to be a speaker at your next event? Email Ms. Dekkers at dekkers@qualityplustech.com or carol@caroldekkers.com or visit www.caroldekkers.com for details.

dekkers@qualityplustech.com

www.caroldekkers.com

www.qualityplustech.com

[Via http://caroldekkers.wordpress.com]

The gradual approach to marketing

Image : http://www.flickr.com

Buy often in small pieces. This is why we recommend a phased approach to marketing, where you offer people a range of experiences little or nothing, inexpensive ways for you before they invest in your business!

In our profession, is a classic example of the gradual commercialization of the "two stages" of the market in a way that sparks interest and then ask the funnel potential customers in a sales meeting, or free. The fact is that people tendResponding to a free, value-added supply will become a full-service price. For this reason, the conference offers free works so well! Potential clients get to know you and understand and know the value of your esteem service before throwing down $ 1,200 for their services.

Examples of "Two Step" approach:

Example I

Step 1: participate in a networking event.

Step 2: Offer free consultation to meet people, you.

Example II

Step 1: Perform a now free to speak.

Step 2:Please take a record "free" clipboard back of the room.

Example III

Step 1: Send a letter of "basic marketing."

Step 2: Follow-up consultation and offer free phone calls.

The list is endless!

During the two phases is a good start, you should use a sturdy step by step marketing approach.

In particular: to provide multiple, simple, low or no cost "entry points" for a potential customerExperience. Thus offer more expensive products and services once a relationship is established.

For this reason, electronic newsletters are so popular (and effective if implemented in good!), For example, and also offer a free session, you can also consult with a free subscription to the newsletter. This is a perfect item for someone to meet you, is not ready to run for their performance at this time. Through your newsletter, the person the opportunity to learn step by step hasCome and trust in you. If and when the person is responsible for the service it provides, you think they call you ready? YOU!

Examples of the concept of "progressive marketing"

Example I

Step 1: Run a free interview for a local connection.

Offer Step 2: During the discussion meetings to consult and comp Sign up for free newsletter.

Step 3: In the newsletter offers half-day seminar for $ 99.

Step 4: A half-day seminar offers products from $ 19for $ 49, another program for $ 199 and the best program for $ 399.

Example II

Step 1: Send a piece of direct mail to your target audience.

Step 2: Place a link to download your free e-book from your website.

Step 3: In your e-book, giving your other products and services.

Step 4: A month has been downloaded from e-book, send a "call to action" follow-up e-mail with a special offer for your services.

E 'extremely important that the no / low cost of the value of the object.Nothing is more a diversion of a sales pitch disguised as a freebie. You really want to serve the people. Enter the great value and thus the possibility for people who have a higher level of experience, if they wish.

As always, there is much more we could say about this topic, but I hope you had the idea and runs with it! The key is to provide added value to your potential customers. Let

learn from you. Be yourself and let your personality, knowledge and experience. Transpire

This takes time, but it did not happen overnight. Be patient! And remember, there are people out there who are waiting. People who can only serve. Go see!

Reach out. Enter the value. Give them options, they can do. Be sufficient time for a measure to build confidence. People want what you offer and when ready,

is what they call.

[Via http://marketleaning.wordpress.com]

Why I love Twitter and Why You Should Too!

I have heard a lot of twitter bashing recently. 

But this is why I think students and young professionals especially should take advantage of Twitter:

1. A lot of professionals have Twitter, if they are there you should be too
2. Twitter is an easy was to establish your personal brand and show people you are knowledgeable in your industry
3. Twitter can help you stay on top of potential jobs, companies and networking opportunities

Getting started: No one wants to hear what you are doing every 5 minutes, but you can share what you’re learning every couple of hours! Read publications that interest you. Tweet cool finds using a service such as http://bit.ly/ to shorten links. Eventually you will start to develop a pattern to your tweets about things you care about. For example my tweets revolve around Augmented Reality in Marketing, Technology, and Philanthropy. By finding unique articles about these

TIPS:

• Meet a professional?  Follow them; it is an informal way to stay current on what they are doing and another touch point beyond their clogged Outlook inbox.
• Asking a favor of a professional? Check their tweets first to see what is going on in their life, if they are out of town or seem busy hold your email until their tweets indicate less stress. It will seem courteous and improve your chances of getting a reply.  
• Care about a company? Follow them and search for them on Twitter, so when that interview comes you don’t just have the knowledge of a couple of news articles but a real time understanding of what people are saying about them.
• Follow recruiters, they often post job openings!
• Interested in Communications, PR, Advertising, Marketing or Technology? Check out #coldpavement a great informal networking event happens monthly learn about it through twitter!

You will be amazed as your tweets start to get re-tweeted or you get thanked for sharing cool information!

There is far too much to cover with Twitter so many ways to use it and so many examples of networking and job hunting success via twitter. At the end of the day Twitter places you and your personal brand into the conversation, if your not part of the dialogue someone else will be.

If anyone has tips about how to get listed, get more relevant followers or wants to tell me your twitter experience, leave me a comment or give me a shout out @belmontej  http://twitter.com/belmontej

[Via http://jordanbelmonte.wordpress.com]

Competition - the other 'C'

As promised, I wanted to quickly discuss competition and the role it plays in developing your marketing strategy.

Traditionally, Marketers approach competitive forces by completing a Strengths, Weaknesses, Opportunities, Threats (S.W.O.T.) analysis. These are effective at gaging your product or services position in the marketplace and where resources might best be focused.

Too often however, we get caught up in press release wars and the race of first-to-market. These tactics result in internally focused strategies and quickly, almost immediately, lose sight of the consumer and their needs; a fundamental marketing error. Yes, we must pay attention to the competition, but look only to determine what information is being brought to the industry or marketplace. Only then, can you forumulate an appropriate response that is valuable to your consumer.

An example.

Thought-leadership and the idea of “content as king” are getting a lot of buzz in the b2b marketing world lately. Do we watch what content the competitors put into the marketplace and then respond with our slightly better, slightly more insightful content? What is the result of this approach and how does it impact our customer base? We must vet our responses to all competitive content from the point of view of the customer and ask ourselves, am I responding to the competitor or educating the customer? More often than not, we are simply responding to the competitive focuses at play and disrespecting or ignoring the customer. The end result here is not that you’ve demonstrated superiour thought-leadership, but rather, thought-followership and have succeed at introduced confusion into your marketplace.

Don’t lose sight of your customer.

Of course we need to pay attention to competitive forces, more importantly we need to understand how these forces are impacting our customers and the marketplace. Respond to competitive content not for the sake of responding, rather in ways that represent your brand appropriately, support your position in the market and educate your customer. Only then will you be able to effectively combat the competition.

[Via http://adamhayden.wordpress.com]

Service Marketing

Image : http://www.flickr.com

"Sometimes you need their attention first," said the old farmer, who had just finished off his mule in the forehead with a two-four. End The mule, a little 'surprised, but he is tenacious and has initiated moves plow.

Perhaps Dell has some mule blood contains.

Dell is to discover what green marketing discover their fourth year of their career – namely, the service is a product. Like all products, quality and suitability for the needs of the customer determinesSuccess. Because the technology is complex, and users of technology can not last long without the support will be essential to differentiate the long-term economic success.

(A malignant part: if they are a good example of bad customer service, speak with anyone who can use web hosting from 1and1.com, a company that explores the depths of the customer routinely ignored. The horror stories about 1and1. Com technical support would be Reduced Steven King.)

Customers arewho are most vulnerable and often suffer from a degree of frustration when they decided to support the request. Support will be as important (if not more important) than the commodity itself.

Dell discovered this the hard way.

Once praised for customer service, Dell slid down the slippery slope to reduce the support of cutting costs. All he really cut his throat just as the Internet, but everything has exploded with terrible stories of support services for Dell.

ThenMichael Dell is back, some companies would enter inclination, and things turn during their service groups.

Of particular interest was the breaking news of Dell trying to offer flexibility in their services. Like most vendors, Dell has offered the service boxes "- set of predefined and rigid differentiated services. Often, customers found themselves with few options, either to buy services from less than they need, but they could afford, or pay for services that they need,For the few who did. This is the norm in the industry but not optimal for the customer. However, it is easy to understand, model, price, explain and sell.

In other words, is the product marketing people lazy.

Dell breaks this model, and this will probably be put ahead of the competition by Engendering lucrative service contracts and more satisfied customers.

(Under its new system for small and medium enterprises – consumers), the Customerto support specific modules instead of the typical gold / silver / bronze style support packages. Because every organization is different in terms of complexity of their IT infrastructure and the extent of their internal talent, their need for services is very individual. Some businesses need to get the support of Linux, while others have kernel hacker on staff. Others might have storage needs exotic, while others offer is not good with a simple NAS.

Dellensure that everyone gets what they need, and not think, not what they do.

Marketing has two points in this game. First, the creation of products that people want is the key to success in the door to begin. The service is part of the definition of products. Define the right offer service and take all the product easier to buy.

Perhaps more importantly, that the service is of paramount importance to customer satisfaction. And 'well-documented that customer satisfaction leads to highSales of repetition (more money),) positive word-of-mouth sales (plus customers (even more with more money) brings. not the services of law and offer them a good, it 's opposite effect.

Welcome back Michael. You get it.

[Via http://marketleaning.wordpress.com]

Three Most Important Words in Lead Generation: Convert, Convert, Convert

Recently, I had the pleasure of chatting with Jimmy Ellis the Director of Optimization Research at MarketingExperiments.com about their take on form optimization. I was pretty impressed.

I’ve been doing a lot of research on CTA and form optimization as I’ve been changing things up on oshyn.com. Of course, I didn’t want to change just for the sake of visual appeal – although that was a big part of my concern.

I’ve been reading different blogs and websites including my favorite MarketingProfs.com to find out the ‘best practices’ on forms that lead to conversions. We online marketers spend a lot of time, effort and money to get people to our websites, to forms, and it’s a terrible (yet preventable) loss when they fail to complete the form and convert to a lead. We often wonder, “WHY?”

It’s personal.

Often, when people arrive on your “landing page” with a form or CTA, they have arrived without knowing much about your company. They found you on Google, Twitter, Tumblr, a press release, Facebook, Bing, Yahoo, an

They don’t know much about your company, its reputation, how you will guard the information they supply in the form, whether you will bombard them with email follow-ups (aka SPAM to some) or phone calls. I recently completed a form on Gomez.com to download a research white paper to check the facts I was reading – and within the hour, “…I saw a note from my marketing team that you recently downloaded one of the Gomez white papers,” and while I appreciated the quick follow-up I felt a little like big brother was watching. I hadn’t yet had time to read what I downloaded!

Is it obvious?

So back to Jimmy Ellis. He showed me some case studies and explained the scientific methodology that MarketingExperiments.com uses to make forms and CTAs more effective. And (not in his exact words), as he put it, it’s not simply a matter of getting MORE leads so the marketing department can report a volume increase – it’s a matter of capturing the “right” leads. Oh Jimmy how your words were music to my ears. There’s something really frustrating about capturing a great volume of leads and realizing there is too high a percentage that can’t convert.

Why can’t they convert?

• They’re not a decision maker
• They’re a competitor (downloading your latest white paper)
• They’re just doing research
• They’re too big
• They’re too small
• They’re a partner

But sometimes….

They are a lead that can be nurtured. So it would help if you had a feature like Sitecore offers that allows you to ‘score’ leads to let your sales team know which lead to follow up on, or which approach to take.

Again back to Jimmy…

When you are designing your forms, there are many factors to take into consideration. So many that MarketingExperiments.com designed a scientific process for figuring this out for you. Their process seems to start with semiotics and user experience. When a visitor arrives on the landing page with the CTA or form – is it immediately obvious to them why they should continue and submit their information? Are you distracting the visitor with unnecessary clutter? Is it easy to learn more “About Us”? Is the information required in the form necessary and relevant? (You can ask for WAY too much information…and longer forms can deteriorate the frequency of completion.) Quite simply, does the form explain what benefit you will receive? Would it be better to split the form into two steps? And wait, before you go to your landing pages and start to attempt changes, stop and review your current analytics so you can TEST!

The last word (for now)

Forms and CTAs are crucial to your online lead generation success. But it is complex. It’s not just about visual appeal. It’s not just about copywriting. It’s not just about finding the magical numbers of fields in the form. It IS about understanding the nature of those finding your landing page and what motivates them to TRUST you and provide the (valid) information you are requesting.

I will be writing more in a future post….but in the meantime, check out MarketingExperiments.com – they’ve got some fantastic information about understanding optimization. http://www.marketingexperiments.com/

You can also follow them on Twitter.

And of course you can follow me too!

[Via http://breakingthemarketingrules.com]

The Long Tail Niche

In my class this semester we discussed an article “The Long Tail” by Chris Anderson.  He later wrote a book “The Long Tail” in 2006.  In Chris’s article he explains his theory of how the internet propagates a power law he calls the long tail. 

A brief explanation is the wall that is hit in the retail market is caused by a lack of shelf space, store area, even number of movie theater screens.  These limitations impact the amount of offering that can be carried whether if be music, video, books, food etc.  The effect is that physical locations are limited to selling higher volume sellers while products that don’t have a high demand are left off of the shelves.  The internet has changed this dynamic as Chris asserts in his theory.  Now the internet can provide consumers with a source for less demand products but the easiest is data that can be sent over the web as opposed to physical products though that exists as well.  As our choices are narrowing in the realm of traditional media, online media is raising the bar by filling the niche of harder to find media.  The purchase of the low demand products does add up and purchases show as a long tail.

Erin Scime’s article The Content Strategist as Digital Curator is a Part 2 to the Chris Anderson’s ‘The long tale’.  Erin takes this conversation to the next step by discussing how online media sites become curators of the media they provide. In a museum a curator is responsible for selecting and arranging art in a manner that conveys a story or is viewed as a collection. This same role is also seen in the world of digital media.

My personal daily use of Pandora is a prime example. In 2000 Tim Westergren founded the Music Genome Project. Previously in the film industry, Tim was aware of the factors directors looked for when sourcing music for their films. He and a group of music heads reviewed some 400 elements of songs. The project now has over 700,000 songs and songs are still reviewed and added daily. The Music Genome Project is used as the music selector in Pandora. When you select a band or a song in Pandora it selects a playlist called a “station” based on that selection and similarities with other songs based on the elements of a song. The playlist is further refined by giving songs a “thumbs up” or “thumbs down”.

Pandora uses the Music Genome Project (MGP) as a curator of your musical experience based on your taste. If you friend people on the website you can send each other “stations” making you a curator as well. Having been a user of Slacker and Napster I find that the MGP does the best job at matching my taste and I’ve found some great artists that I would not have found if not for the selection Pandora chose. Pandora’s digital content manager is a skillful curator or popular and more obscure music content. It’s the only place I’ve found one of my favorite disbanded groups, Captain Beefhart, more of a memory of college days then a current interest.  The Iphone quadrupled the Pandora membership in 2008 and their future deals with Ford, Alpine and Pioneer to bring Pandora into the automobile will continue to increase their membership.

I enjoyed the article and now see examples of this theory everyday so I wanted to share it with others.

References

Anderson, C., The Long Tail.

Scime, S. (2009) The Content Strategist as Digital Curator. A list apart. Retrieved on January 27, 2010 from http://www.alistapart.com/articles/content-strategist-as-digital-curator

Story and video clip about Pandora. http://www.usatoday.com/tech/products/2010-01-12-pandora-free-radio_N.htm

[Via http://hyoung4489.wordpress.com]

The Mobile Side of Hotpads.com

HotPads has great mobile functionality for housing shoppers on the go, so even when they are away from their computer, they can still find your homes for sale.  Their mobile site for all smart phones, Android app, and iPhone app contain great features like:

• Map-based housing search using your GPS location or an inputted address
• Detailed listings with photos, pricing, and full descriptions
• Rental and For Sale housing search

HotPads’ Android App & iPhone App

HotPads’ Android Application and iPhone Application allows users to experience the same great functionality of searching on HotPads from the convenience of their Android phone.

Housing shoppers can search by their current GPS location, or by entering a specific address to search nearby.  

 

 

After narrowing their search by price and bedrooms, housing shoppers can opt to see all results that match their criteria on a map, or in the traditional list format.

 

They can see detailed listings that include pricing, photos, and descriptions and then contact you directly via email or telephone with one touch!

 

 

You can learn more about the Android App here: and the iPhone app here, or just give them a try (they’re free!) by scanning the respective QR codes below

  

For all users who don’t have an Android or iPhone, HotPads still have a great Mobile Site for all smart phone users.  

(These mobile apps and sites are also really helpful for real estate agents to pull up comps and see what else is for sale in a particular location!)

[Via http://wolkia.com]

Can't Hardly Wait for the iPad?

The wait is nearly over as iPad pre-orders start is only 4 days. The pre-order date has been a large source of controversy and speculation. Now, along with the waiting game, the betting is over. Well, almost.

Apple has posted the dates for both the pre-order and the availability date on the iPad product page.

Not sure what to splurge on this spring? Well, whip out your credit cards, and break open those piggy banks. Can’t stand the long lines at the Apple store? Pre-order on March 12. Up for the long line of entertainment at the Apple store? Plan on standing all day on Saturday, April 3.

Not sure how they plan to structure the delivery as many delivery services don’t run on Saturday. So, it’s a tough question. Stand in line all day Saturday so you can get to know your new iPad for the rest of the weekend or pre-order and run the risk of sitting around waiting until Monday.

[Via http://evansmediagroup.wordpress.com]

The Spring Madness Scentsy Sale

New spring/summer scents have been uploaded to the Scentsy website. I cannot wait to get my hands on these new Scentsy Bar scents. Here is a list of the spring/summer scents: cherry limeade, go-go-goji, sweet clementine, mayflower, mad about mint, plum delicious, calypso, berry blush, sugar, and grape granita. I will have these in stock soon. While you’re waiting, check out “My Scentsy Auctions” going on right now on ebay. The 3 auctions end: Wednesday, March 10, 2010. Don’t miss out on these last minute savings. Supplies are limited.

Follow us on Twitter: @KathrynsScGifts

[Via http://kathrynlc.wordpress.com]

Brand vs. Community

A discussion on the difference between a brand and a commodity is going on at one of my groups on LinkedIn. This discussion was initiated by Marco Monfils from Hungary. More than 150 comments have been made so far, indicating that marketing and sales professionals like this topic. It is interesting that respondents presented their own definition and description of brand and commodity, no author was quoted and the comments varied greatly. I noticed two significant trends as follows:

a)      Though there are more than 150 different comments, these could be grouped into eight major categories. That is, most of the respondents differentiated between a brand and a commodity either via value-addition perspective, loyalty and relationship, functional & emotional attributes, brand personality & experience, perceived value & expectations, needs & wants, unique identity or price.

b)      The respondents come from a diverse professional background including Business & Financial Consultancy, Sales & Business Development, Account Management, Marketing, Business & Franchise Owners, and Real Estate. Most of the respondents are from other than marketing profession. Being in the CPG marketing, I considered branding a purview of marketing because marketers are responsible for creating pull for brands. This differentiation is getting blurred and marketing is a cross-functional discipline now, especially in B2B interactions.

I took the liberty of picking the comments that I liked and present these to you here with the name of the group member.  

A brand is a product that is elevated above commodity level because of its added value in the mind of a shopper or consumer.  By Lynn Wentzel

Commodity resonates with consumer at the functional level; brand goes beyond, resonating at the emotional level.   By Keith Kelley

A Brand is that Commodity with a personality!   By Thomas Bullock

A commodity is a product, a THING, tangible. A brand is a[n] idea, a thought, a feeling and is intangible……. As Herb Lubalin said, “Products are made in the factory. Brands are made in the mind.” By  Bob Bischoff

…… THAT THE BRAND PROMISES AND DELIVERS  By Valerie Skala Walker

A brand provides an ‘experience’, a commodity does not.  By Chad Symens

A brand improves the life of its loyal consumer because it constantly brings a new and better feature or experience – it innovates.  By Dana Mosora

Brand is what people identify with. A commodity is traded, bought or sold.  By Craig Castle 

And my two-cent worth is as follows:

Brands create and satisfy consumers’ wants, commodities meet consumers’ needs.

Taking a leaf out of Dan Heath’s book, Brands live in the penthouse of Maslow Hierarchy of Needs; commodities live in its basement.

Which of the above brand and commodity description you like or how would you differentiate between the two? Please comment here and let us know.

[Via http://marketingmirror.wordpress.com]

Lessons Learned

From time to time I will share real stories from my incredibly successful career in marketing.   Some are funny, some are painful, some a bit of both.  They all happened.  Here goes.

In 2003 as I was wrapping up stuff and cleaning out my desk after 20 years at the Seattle office of an inter-galactic super agency I received an email from a client who has since gone on to to lead a Fortune 500 company.  Here it is.  I haven’t changed a word other than to leave his name out to avoid embarrassment for both of us.

Jan,

I understand you’re moving on to a new phase in your life.  (Here was a bunch of praise about what a genius I am.) I learned a lot from you about managing the client/agency relationship that I will carry with me forever.  Among the key learnings:

1.  Never work with a client that is closer than 2000 miles away.  This minimizes the face-to-face contact that is so unnecessary when you can blame each other for revenue misses and budget overruns by email.

2.  The agency always has an advantage when the client is dysfunctional and disagrees internally about what its brand should stand for and who their consumer is.

3.  Never return emails from the client that challenge why the agency costs so darn much to do everything.

4.  Always return emails from the client that invite you to a “bash” at the trade show, or to a sales meeting in a warm weather place.

A wise man indeed.  Of course I replied.  I will skip the shameless suck-up praise I poured into the email as it might sicken you.

Here is my reply, unchanged:

I can see that you have learned well when it comes to managing the agency/client relationship.  I too learned a few things about clients along the way:

1.  Clients want a partnership with the agency as long as the agency does what the client says.

2.  There is an inverse relationship between how much a client talks about its vision and how real the vision is.

3.  Clients and agencies approve advertising ideas together.  When things go well, the client attributes the success to their incredible business acumen.  When things go poorly, it’s because the agency made the client do bad advertising.

4.  The best clients have sales meetings at really cool places and pay for the agency to stay up late, drink and miss the morning sessions.

5.  The best clients give their agencies lots of free stuff.

6.  The best clients know that the only  good advertising is TV, BABY! Particularly, if the tv shoot can be in Europe, with supermodels, an unlimited expense account and the agency folks get to walk around in black clothes and be on their cell phones/Blackberries constantly.

7.  Most clients will admit that the best thing about having an agency is…TICKETS!

8.  All clients want their agency to be good, cheap and fast.

9.  Bad clients are in the risk aversion business.  Good clients are in the risk management business.

[Via http://ps1944.wordpress.com]

Help Us Win A Contest!

We have entered a PayPal Developer’s Contest. First prize is $50,000 cash and $50,000 credit from PayPal. As you know, startups can ALWAYS use money like this and we need your help to get it.

To win, we need you to vote for our demo in the contest before 11:59 PM Friday night, March 5th. Sounds easy, right? It is.

You need to have a PayPal account to participate. If you don’t have one, click here and you can set one up. Pick Personal. It is fast, easy and free.

Once you have your PayPal account, click here or on the screen shot below to be taken to the contest. The first screen will look like this:

Click on the VOTE NOW link to start. You will be prompted to login to PayPal. Honest, this won’t take very long…

Enter your account name and password and then click Log In. If this is your first visit to the PayPal Developers Network, they will automatically redirect your browser to a screen like this.

Please enter a screen name (usually in the format firstname.lastname), check the Java and Social networking boxes and click Submit. You will then be directed to the contest page (finally!) shown below.

Please enter our contest entry number D1039 in the search box in the top right corner and click Search.

You will see our video demo (entry) into the contest on a screen like this:

Please click on the Vote button in the top left corner and you are done!

Except, of course, if you really want to watch the video. If so, click on the Play icon in the middle of the screen.

Please send us your feedback on our (very short – we were only allowed 2 minutes) demo. We’d love to hear from you.

Thanks for your help!

[Via http://blog.connectionpoint.ca]

Managing a Social Media Community

For today’s mixology posting, I am going to send you to Michael Brito’s recent post on managing a social media community.  It is being said over and over again, but it important in any size organization  to make sure that you have the right person in the role of your community manager.  You need someone who can authentically be the voice of your organization as well have the time to communicate.

Take ten minutes to read Michael’s article.

[Via http://marketingmixology.wordpress.com]

Going Digital

GOING DIGITAL

Tools for the New Age Marketer

For years, marketing has been done traditionally through direct selling and advertising on trimedia – print, TV and radio.  When out-of-home (OOH) advertising was introduced, marketers reformulated their marketing mix to include billboards, transit ads and street signs to be visible to more customers in less time and less cost.  As I recall, during my days working for an Ad agency, OOH was still in its infancy. Advertising was mainly done on mainstream TV, Radio and Print and those that are seen in Light Boxes, Bus Waiting Stations and Public Transportation were considered rogue or guerilla style marketing. However, those are days gone old.

Since technology keeps on growing and evolving, creating more digital distribution channels that can reach more consumers in a more timely, relevant and personal fashion, advertising through mobile phones and the Internet have received much preference from majority of marketers today – this is called DIGITAL MARKETING. For most of us, we actively use our emails to correspond and send information. A huge majority of society has forgotten to use traditional or “snail mail” since the internet came about.

I truly believe that any innovation brought about by creativity and out of the box ideas are born due to demand, and this has been the life blood of marketers in general as we see today. As St. Peterian Marketers, the following are suggestions of how to utilize current technology that could easily translate into sales going above and beyond one’s quota.

For this month, I would like focus in on maximizing the usage of these modern instruments in terms of Sales and Marketing. For introductions, let me capture your attention on a few glaring facts that would surprise and excite you about the web in general.

Pinoy Facts

We Pinoy’s do know that TXTing is our favorite past time. We use it 24/7 for work and play. If you are like me, my cellphone is next to bedside table like an invisible umbilical cord that is attached wherever I go, even in my sleep. Aside from the mobile communication, a growing number of Filipinos do actively participate on web activities either for emails, information, gaming and networking.

Many of us have our own nook in the web either in Friendster or Facebook where we interact and socialize with our friends, families and associates. This is called Social Networking.

According to Media in Mind TM 2006…

1. There are about 20 million Filipinos who access the web everyday
2. 75% percent log on to an internet café, while 19% access them in schools
3. As our population is relatively young, a huge portion is dedicated to internet gaming (as seen in most internet café’s)
4. Drop in print media such as newspapers and glossy magazines contribute circulation loss and ad reduction to free news on the web wherein Ad spending is allocated elsewhere

Where Internet is often used (Nielsen Media Index 2008)

Here are some additional facts from Nielsen Media Index of 2006-2008 that may shed light on the increase demands for below the line activities.

1. Radio, DVD’s, Billboards, Cinema and Internet have even or growth indicators that Filipinos often participate and listen to.
2. Steady decline on TV and Print in the past 2 years of the survey
3. There are indicators that the market seeks other alternatives than the norm. Innovation and creativity play a vital role

Pinoy Activities on the Web

Aside from email usage “gaming” is another popular web past time at 45% (Nielsens Media Index of 2008) perhaps mainly due to the youth populous of the nation supplemented by numerous internet café’s where internet is cheap and accessible.

For marketers, advertising on known traditional media is no longer the norm. We have to explore other below the line platforms to get our message across. In recent years, television, radio and print have been dropping steadily as measured by Nielsen Media index of 2006 (see graph below)

Ad Agencies, Marketers and companies seek newer and more innovative ways in bridging the communication gap with the audience. Relatively, internet and mobile usage seems to be the growing segments that provide some opportunity among various media platforms available.

Some Digital Marketing Examples…

1. Email Marketing/Email Blasting

Email Marketing uses this opportunity to send an advertising or promotional message to a targeted audience using a mailing list or database.  Email Blasting can reach a large number of people in just a click of the ‘Send’ button and compared with direct mail or printed newsletters, email is less expensive.    A great example is when you access your yahoo email account (I am pretty sure, you have one) located at the right hand side of your screen are Ads that push their content and message in an email. But beware…

Push emails can lead to Email Blasting (don’t we hate those, personally I do!) Make sure that your mailing list has consented to receiving your promotional emails otherwise you are guilty of spamming.  According to Wikipedia, spam is the abuse of electronic messaging systems (including most broadcast media, digital delivery systems) to send unsolicited bulk messages indiscriminately). Spamming in Marketing has an adverse effect rather than sending a good connection with your target, spams result to annoyance leaving a bad taste in one’s mouth offsetting the real motivation and objective one’s program. Ergo, use with prudence and discretion.

2. SMS

A few years ago, when part of my job was to use SMS as a medium for advertising, we have utilized SMS as one of the below the line activities for companies and individuals to market their service and product cheaply. Hence, the Philippines being known as the TXTing Capital of the World, usage of this medium is but obvious to most advertisers. On the average, Filipinos send 400 million text messages a day.  Like Email Blasting, SMS is direct, immediate, time saving and cost effective. It makes customers and business available to each other 24/7.  SMS ads can also be personalized (i.e. using images in MMS) to suit and appeal more to your target market segment.

Telecommunication companies are highly regulated and have set guidelines for the entire telecommunications industry.  SMS ads must always have the consent and permission of the recipient and contain instructions for opting out of the marketing communication otherwise can be considered as spam. SMS ads should be within these regulations otherwise the company/individual might be sued for committing such violations.

Furthermore, mobile ads are normally limited to 160 characters of text and 3MB of images or audio/video files. Nowadays, SMS ads, push and pull messages are done by content providers or aggregators licensed by the big mobile operators. (source from HAS Communications)

3. Blogs and Forums

Most of us are familiar with websites that are a wealth of information of almost any topic known to man. However, a sub-category of websites are known as blogs and forums that have interactive tools creating dialogue between consumers and audience.  Most modern companies use blogs to relay information and explain about their products and services to their user community and sometimes become information resources. They are also an excellent way of getting feedback if one’s products and services meet the demands of consumers. It is also one way of widening your social network as blogs and forums cut across various interests, professions and hobbies from all walks of life. Usually, blogs create engagement with the reader or audience in a participative manner enabling them to give feedback immediately. Many trends and news information begin on blogs nowadays and snowball from there. Blogs and forums should be taken with caution. As they are public information, hence a bad comment could be easily translated to bad publicity snowballing into a media disaster.

4. Social Media

Social media refers to websites that publish user-generated content.  Two of the top four websites on the Internet today are social media sites namely Youtube and Facebook.   With FB alone you can create buzz   (viral marketing) and it building relationships with customers and potential clients.  You can also link your social web pages to your corporate/personal web site to generate more traffic. Last year alone, the Marketing Department of St. Peter ventured into the usage of Facebook with the Pink Casket as the primary focal point. We used our own photos and others inside the Pink Casket during St. Peter DeathCare Week. This social experiment proved to be a huge success with over a hundred of Pink Casket photos across Facebook transcending to Television news clips, and foreign news headlines.

Conclusion

With society and the environment moving at a frenzied pace, the ways of communicating to everyone get more varied and deeper. No can say what’s the next best thing in terms of utilizing technology for communication and marketing means. As we speak, Apple just released, the iPAD the next breakthrough in the line of MAC products addressing the need for ebooks, internet access, presentations and applications. Would I buy it? Perhaps. In the same manner when I switched to using an iPhone. I may be a hardcore book reader but reading on a digital pad may take sometime getting used to.

Technology as exemplified wit mobile phones, computers, the iPAD and others. The trick is to adopt to the situation and evolve with it. As a Marketer, let us use these tools than conform with social and environmental changes to our advantage-representative of the New Age Marketer for the 21st century.

Sources:

Media in Mind TM 2006

Nielsens Media Index 2006, 2008

Wikipedia (definition SPAMMING)

HAS Communication – SMS Messaging

M Ads 2008

[Via http://punkmarketing.wordpress.com]

What Self-Published Authors Can Learn from Big Publishers

Self-publishing is on the rise. Arsen Kashkashian, the buyer at the great independent Colorado store Boulder Book Store (which we know as Boulder Books) reported on Twitter that self-published books account for more than 1% of sales. “Many look like books from major houses,” said Arsen. “We have three, four, five authors coming in almost everyday to get their books on our shelves. We charge a fee; still they come.”

How far will this trend go? Will traditional publishers disappear? Certainly some will, but we don’t think that this marks the end of traditional publishing—but publishers had better be nimble.

One thing big publishers do well is cultivate audiences and maintain sales channels (i.e. distributing books to the marketplace, either directly to readers, or indirectly through retailers). Self-published authors can do the former through a robust speaking schedule and online presence. The latter is tougher, though a lot can be accomplished by tirelessly doing events, getting in catalogs (which can mean paying), and selling online.

Publishers are good at the nuts and bolts that require special expertise: editing and development, design, production, distribution, pricing, channel management, marketing, and sales. A self-published author would be wise to invest in some equivalent of these roles, since no one person, no matter how talented or brilliant, can do everything well. 

[Via http://authorenablers.wordpress.com]

If This Is How You Determine Who You Follow On Twitter, You're Doing It All Wrong.

Screenshot from justunfollow.com ’s landing page. Great for people who use the service as a popularity contest – “What! You don’t wanna follow me?! FINE. I won’t follow you!”

You can follow me on twitter: @connectwithcoop. I may follow you back if you provide some sort of value to the conversations, if not, don’t expect me to follow you just to be nice.

Thank you for connecting,

Cooper

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Hey, if you enjoyed what you’ve read here today you may want to subscribe to my blog  (click image) to receive future updates automatically as they are published.

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[Via http://connectwithcooper.wordpress.com]

How Social Media (probably) Got a Small Hotel into the NY Times

No other tune could accompany this post as well as Ella Fitzgerald’s rendition of There’s a Small Hotel from the album The Rodgers and Hart Songbook Volume 2. Check out the rarely-heard verse! Hit the play button below, or if you’re getting this by email, visit the blog to listen.

 

Today my RSS feed coughed up a New York Times article by Susan Dominus about the joys of www.foursquare.com. Read the article or go on the website to learn about Foursquare. That’s not the point of this post.

Susan Dominus met one of her sources for the article at the Roger Smith Hotel on Lexington Ave between 47th and 48th. From my experience, the choice of venue might be no coincidence. And it represents the power of social media.

First let me say that, in my opinion, the Roger Smith is one of the coolest unsung spots in NY City. Its president is talented Connecticut sculptor James Knowles. The property is maybe the last remaining property of his wife’s family’s hotel holdings. The couple has lovingly embraced the Roger Smith, renovated it and given it one of the most delightful personalities in all NY hotel-dom.

I first met Jim Knowles in the early 1990s through a client Joe Scott, founder of upscale Connecticut landscape design firm Glen Gate, who engaged Jim to create an award for his most creative designers. At the time, Jim hosted Monday evening starving artist dinners in the penthouse of the Roger Smith. They were unspeakably charming and so supportive of the New York arts community.

Over time, I’d stop in there to view the artwork on display and noticed that the hotel was succeeding in attracting international visitors. But I will go out on a limb and say that it has become uber-popular with home town folk since social media guru Chris Brogan has made it his official NY stopover.

Chris tweets about the Roger Smith to his almost 125,000 Twitter followers – including me — and frequently mentions the hotel in blog and newsletter posts. So when a New York Times reporter doing a story on the website Foursquare.com hooks up with interviewee “Damien Basile, a 29-year-old social media consultant, and several of his Foursquare-happy friends”, it stands to reason that this person likely learned about the Roger Smith from a Chris Brogan post and might well be wanting to establish Foursquare mayor-dom and badges at Chris’ NY hotel of choice. (Again check out Foursquare or the Times article to interpret the aforegoing.)

Makes sense to me. But more important, and what I’d share with clients, is that recognition in the social media realm has real dollars and cents value. The fact that Chris has established authority and endorses the Roger Smith likely makes it a destination for social media types and probably led to the NY Times recognition. Chris…you’ve proved it before, and if I’m not all wet here, this proves it again.

Obviously, I’m connecting the dots, but if somehow Damien Basile sees this post, please let me know if I’m right or paddling in the wrong pond. Or if Chris Brogan learned about the Roger Smith from Damien or other NY social media folk I’ll reverse, of course. But it was one of those tasty moments that seemed more than coincidence. And Chris’ endorsement of the Roger Smith certainly can’t hurt – regardless of who learned about it from whom.

[Via http://newprwordsandmusic.com]

It's all about perception

With marketing, perception is more important than reality.

For instance, there has persisted for some years a widespread perception (based mostly on marketing hype) that Toyota and other Japanese autos are in many ways superior to American autos.

I never bought into that notion, which I always felt was based more on perception than on solid facts.

Want a job in Toyota marketing department?

And now we have irrefutable facts that (to me, anyway) prove that Toyota autos are not what they are cracked up to be –

• To date, more than 8.5 million Toyota vehicles have been recalled (by far the largest auto recall in history).

• The four separate recall programs are not because of minor problems. Every one is due to factory defects of major, critical components that, during malfunction, can cause a driver to lose control of a vehicle –

1. Accelerators that arbitrarily stick (even at high speed) and cannot be unstuck;

2. Accelerators that arbitrarily get hung up on floor mats;

3. Brakes that arbitrarily stop working;

4. Drive shafts that arbitrarily crack and fall off of vehicles, causing the driver to lose control.

• Mr. Toyoda (that really is his name), the highest exec for Toyota, has drawn sharp criticism around the world, and especially in Japan, for his mishandling of the whole fiasco.

Nobody knows for certain how the Big Toyota Recall mess will all play out, but to me it clearly proves my point that perception generally means more than reality.

Yes, I know there are many who can provide stories about his or her amazing Toyota, Honda, Nissan, or Mazda vehicle that has been such a wonderful, reliable vehicle. And when folks tell these stories they always talk about how the vehicle has over 120,00 or more miles on it, etc. etc., etc.

To which I say: “Big deal. So what?”

There are just as many owners of Chevys, Fords, Buicks, Chryslers, Jeeps, Hummers, Cadillacs, etc. that can provide the same sort of stories. Just take a random look around you while you drive anywhere around any U.S. city or town and notice the large number of GM, Ford, and Chrysler (or Dodge or Plymouth) vehicles that are 15 years and older still on the road.

Consider my own story. Here’s a list of GM vehicles my wife and I have owned since the late 1980s — a 1986 Olds Cutlass, a 1986 Olds Ciera, a 1989 Olds Ciera; a 1986 Chevy Suburban; a 1995 Geo Prizm; a 2001 Chevy Impala; a 2003 Saturn Ion; and a 2005 Chevy Equinox.

Now, get this track record –

When I traded in every single one of these GM vehicles, each one had more than 120,000 miles on it. And guess what — NOT ONE OF THE VEHICLES HAD EVER BEEN IN ANY SHOP FOR ANY TYPE OF MAJOR ENGINE REPAIR. The only type of repair work done on any one of the GM vehicles we drove were the typical routine jobs that are common to all vehicles — things like replacing a battery, or replacing worn out belts or hoses, or replacing turn-signal bulbs. And I was so glad I drove a GM vehicle the few times I’ve had to make minor repairs, because there’s never a concern about finding parts. GM parts are readily available nearly everywhere, and almost always cost less than equivalent foreign brand auto parts.

We are still driving the 2003 Saturn Ion, which is now approaching 140,000 miles and “runs like a top” (as the saying goes).

Wonder how many auto owners are able to match that sort of performance — 8 GM vehicles, each one providing more than 120,00 miles of reliable service, with no major repair work (just typical, routine maintenance).

I remember when I was about to purchase the 2001 Chevy Impala. I did a lot of Internet research, and had narrowed my choices down to two vehicles — either a Chevy Impala, or a Toyota Camry. I chose the Impala, and here’s why — the Impala’s sticker price was less, the Impala got the same gas mileage as the Camry, the Impala had more interior space and more cargo space, and the Impala had a smoother ride. Boy, am I ever glad I chose the Impala, which turned out to be perhaps the best vehicle we ever owned. The only maintenance it ever required was regular oil changes. That’s it. Period. It gave us nearly 130,000 miles of trouble-free service before we traded it in.

The original tires on that Impala lasted for more than 90,000 miles. When I put new tires on it, there was still enough tread on those tires to perhaps push it to 100,000 miles, but I did not want to push it. The tire store owner was amazed that the tires were the original tires and had so many miles on them. “But, then again, in some ways it does not surprise me,” he said. “That model of Chevy Impala is one of the most perfectly balanced vehicles ever made, and I’ve heard so many stories about what a great car it is.”

And so, while perception may continue to sway many in what they purchase, I, for one, always try to base my purchases on solid facts and personal research (that’s also why I have purchased only Apple Macintosh computers for many years, and why I stick with Nikon digital SLR camera equipment).

[Via http://rnvanya.wordpress.com]

Why scoreboards matter

Humans are compelled to count. We count everything. Days, weeks, months, years, birthdays, money in the bank, salaray levels, years of experience. It’s part of the human condition, even to the evolution of civilization.

As startup entrepreneur we need to let our people count something. Whether it’s the savings they made or they friends they have, there needs to be a way for them to keep track. So our people know they have made progress. Commerce is an anthropological game of football. So we must keep score. But it must go beyond the corporate scoreboard of profit, share price, turnoever, number of employees… it has to be an audience focused score. Like followers on twitter. It has to be about them, not us, it’s how humans roll.

[Via http://startupblog.wordpress.com]

New marketing articles from CEO Jeff Rutowski

I have just published five new articles to help you with your 2010 marketing efforts. The keys to marketing are planning, time management, evaluation and understanding of your goals and taking action. The best plans will wither without action.

Selling your products and services is all about the benefits that they provide to your clients and prospects. When the ask, “What’s in it for me?” do you have the right answer? In Features versus Benefits Marketing, Jeff Rutowski shows you how to discover the benefits of your products and services through self-interrogation.

If you don’t have a marketing plan or if you think that you don’t have the time to create one, I have created the tool for you. My free mini e-Book (it’s a mini e-Book because you’re too busy for a long one) can help you propel your marketing to the next level. The mini e-Book is titled Marketing Plans That Create Profits: 6 Marketing Plan Quick Tips On How To Create Powerful Marketing Plans In One Hour. That’s right, an hour and it’s free. If you don’t have a marketing plan, here’s a great tool to get you started.

Time can be a friend or a foe. In Time Management For Marketing Business Planning, I provide 5 practical do-it-today time management tools for immediate implementation.

Understanding Prospects discusses intelligence gathering for your target industry and market. Stay on top of industry changes so you can be ahead of the game. Government and Trade publications can inform you as to new regulations, providing you with new opportunities to address new issues, fears and concerns

In Evaluate Your Marketing Plan, I show that marketing planning is the process of defining who you are trying to reach, discovering the best way to reach them, and delivering a message that will help them. The key to business success is a marketing calendar that uses a targeted, rational approach. These are practical tips that you can put into practice today. The key to success for any marketer is to take action.

The best marketing plans will fail if you and your business fail to launch. Marketing requires consistency and frequency and ACTION. Implementing Your Marketing Campaign gives you specific steps to take to get your marketing plan launched. Successful business people are action oriented and your marketing plan will succeed only if you follow-through.

Please share this post and the articles with friends and colleagues. Let’s discuss your successes, questions, and challenges here.

[Via http://businesslistpro.wordpress.com]

A "Breath of Fresh Air" Regarding Social Media BS!

A read a wonderfully entertaining post today by Amber Naslund of AltitudeBranding.com. BTW, it was written on Feb 11th, and because of a restful Valentine’s weekend, I am just getting to my “Human Aggregators” suggestions!

The Gist of this post was “Come on, let’s get real about Social Media”, or at least that’s what I got out of it. Go read it! Here are my favorite excerpts, amongst so many great points…

“Few people are capable of expressing with equanimity opinions which differ from the prejudices of their social environment. Most people are even incapable of forming such opinions.

Loosely translated: majority isn’t truth. Just because “everyone” is doing it doesn’t mean it’s great. Conversely, just because you’re being the perpetual contrarian doesn’t mean you’re any smarter than the rest, you’re just joining the complaint flock. It takes courage and thought to go against the grain, illustrate a new approach, own it, and take actual risks in execution, not just on paper.

Everyone should be respected as an individual, but no one idolized.

We don’t need a bunch of internet famous people and a confluence of empty personal brands. We need people that do good work and make a difference to the people in their universe, whether on a business or personal level.

If you can’t explain it simply, you don’t understand it well enough.

We need more clarity, accountability, and translation of social media into terms that everyone can relate to. Enough with the buzzwords and lingo already. “Joining the conversation” doesn’t explain anything.

Peace cannot be kept by force; it can only be achieved by understanding.

Teaching and guiding adoption of social media can be an arduous task. But forcing too many rules without context and understanding is a recipe for resistance and resentment. And dragging people unwillingly into the social web before they’re truly culturally equipped will undoubtedly end in failure. Understanding new concepts and ideas takes time, patience, and the willingness of some to make small strides instead of huge leaps.”

I would translate my impression for you, but I think the comment I left on the Blog, regarding this post, says it all…

This was just an incredible post! Bravo for saying what so many of us, trying to figure this whole thing out, are thinking. I am almost ashamed I didn’t say it 1st, though I am not sure I could have done it with such elegance. This industry (Real Estate) is being over-run with career chasers, trying so hard to carve out a position as an expert, thereby creating a need for them as a “Social Media Director” or some other goofy title, that we are forgetting to help the 92% of The Realtors & Brokers who are so very confused about what SM, The Web, Blog, ect… can do for their business. They are chasing an answer out of desperation. Let’s just stop BS’ing everyone, and just work on teaching the community what this, very special, opportunity is and how it works. Then, after we have spent a little more than a year learning it, we can start to find the true “Experts”. I am guessing, we will find them amongst the traditional Marketing “Gurus”, because Marketing is Marketing, this is just a new pool to swim in!

Thanks again for a brilliant look at reality!

Stay Blogging My Friends!

The Coach

[Via http://therealestatecoach.wordpress.com]

What's Pepsi doing and how can the Interior Design Industry learn from that?

As an Interior Designer I have a very creative mind and love all things art, I also have this crazy obsession with looking at what works in business no matter what their focus is (that’s that left side of my brain working).  You could say I am a bit of an info geek!

So lately I have been reading this amazing blog series written by  Jay Deragon http://www.relationship-economy.com/?p=8880 that a good friend, who is a brilliant  financial business consultant, sent me and I  got totally hooked!

Also having a deep relationship with the interior design world, I am always trying to think about ways all this business information might be able to translate to help grow the industry of design since it is very unique and steeped in the world of creativity and art and not typically run as a corporation.

The truth is, that business is business and the interior design world, in my opinion, needs to adapt a more “fortune 500″ way of thinking.  We have never felt this more than during this crumbling economy.

The first sentence in Mr. Deragon’s blog series caught my eye immediately. “Those who do extraordinary things change the game for those that don’t. Changing the game for others means you do something which changes the rules of the game before those following the old rules know it.”

He sites just a few game changers like Apple, Google and even Barack Obama on how he leveraged the internet to raise contributions and take his message to millions of internet users.

He also wisely says: “Jumping from one technology to another there is a frenzy of tactical maneuvers, creative uses and all indicative of a race with no clear end in mind”.The limelight of tactical and creative attempts to get the audiences attention are but for a moment”.

“Strategy is What Changes the Game Not Tactics”

Mr. Deragon, couldn’t have said it better myself!

So where does Pepsi fit into all of this, and what can the interior design industry learn?

For years, we have done “BUSINESS AS USUAL”.  It has totally effected our industry from interior designers to vendors to showrooms to design centers.  The real definition of trickle down.  It’s just not working anymore, we need to change it up.

Pepsi is doing just that.  For years they took the traditional road of marketing through magazines and television ads.  I am sure we can ALL think of an amazing Pepsi ad that cost millions of advertising dollars for the soft drink giant and worked for years.

Well, I don’t know if you know, but they did NOT have one single ad this year during the Super Bowl, when most would  say the “super bowl”  of audiences is the Super Bowl, right?  Wrong, not for Pepsi!

Instead they are using SOCIAL MEDIA as their marketing vehicle.  They are launching a huge initiative which you can read about here:  http://www.relationship-economy.com/?p=8880.

It’s a totally new way of conducting business and one that the interior design industry needs to incorporate in a smart and strategic way.  As Mr. Deragon (and I) say, let’s not just jump into this new technology, we need a strategy!

OLD WAY – CHASING  NEW WAY- ATTRACTING

That’s exactly why I do what I do and love it.  I work with and teach businesses in the Interior Design Sector think DIFFERENTLY. (that’s that geeky, left brain side!) When companies are financially troubled, they call me.  And, shockingly (although, not to me) it works every, single time!  However I do not ever throw the baby out with the bath water.  I just have them think about a different approach that is strategically and carefully thought out.

That’s also why I began lecturing, teaching workshops and the latest, teaming up with another Interior Design alumnus who knows all about Social Media and internet promotion, to give a workshop on incorporating Social Media into your business strategy.

My mission is to see this industry grow stronger, but one that will be able to weather any economy.  I have done this with businesses and will continue to do this in any way I can.

Let’s learn from Pepsi, Apple, Google, Ford and many other THRIVING businesses(including some achemm..Interior Designers)..while others are crumbling in this economy.  Let’s start to change our business strategy and rise to the top again….where we all belong!  Let’s stop doing business as usual when it just does not work anymore.

PLEASE SIGN UP FOR MY RSS FEED NEXT TO THE END OF THIS BLOG TO RECEIVE MY BLOG EFFORTLESSLY!  And please feel free to leave any comments…I love to read your feedback!

[Via http://deborahflate.wordpress.com]

How a Guest Post opened new doors and opportunities

Recently I had the opportunity to pen an article for Mike Volpe, VP of Marketing at HubSpot.   I penned an article on story-telling, which prompted a lot of comments, but some interesting ones too.  And it really fleshed out my thoughts.  Before I share my new connections and insights, I need to make one strong recommendation:

If you’re thinking of doing a guest post for a hot company like HubSpot, get cracking now.  There’s no time like the present.

First, my article prompted discussions from many but one person who connected with me really caught my interest.  Michael Margolis is an expert in corporate story-telling and he shared a link to his great eBook called Believe Me: A Story Telling Manifesto. I highly recommend you download and read it.

As I told Michael, I consider story-telling to be the Holy Grail of marketing.  Like the Holy Grail, many think it a figment of their imagination.   But like the Grail, it is the most powerful marketing weapon a company can wield.

Story-telling is so important, I intend to keep writing about it.  So stay tuned as I share ideas from the very best minds in Marketing.

Jeff is the President of Find New Customers “Lead Generation Made Simple” who has turned the website into the best source of free information on lead generation anywhere.  His white paper, How to Find New Customers, has become the Bible of demand generation for many firms.

[Via http://fearlesscompetitor.com]

Social Networking, Spending Style

The newest, up-and-coming social networking fad of 2010 focuses more on public spending than public speaking. The Web site, Blippy.com, updates the credit card purchases of members in real time. Displaying how much was spent, where and on what to millions of viewers worldwide.

The site itself has a Twitter-like look and feel boasting an easy-to-use format for consumers who wish to share their innermost purchases. This new way of learning more about/invading the lives of strangers could provide a new way for market researchers to dig up info on the habits of demographics large and small.

Blippy allows users to follow members and make comments on their spending habits. Some users have claimed that participation increased their expenses, hoping to impress followers with where they are or what they are doing. Market researchers have looked into the mystique behind purchasing for years hoping to target specific audiences with their products or services and Blippy.com seems to be an even faster, easier way to do just that. Referencing users ‘personal profiles’ and their purchases with others could provide the same results as more traditional forms of research.

Will Blippy.com be the social-networking site of the future? Only time will tell but for now I’ll keep my credit card statements to myself J

[Via http://scgianti.wordpress.com]

marketing metrics: 50+ metrics every executive should master

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Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers and consultants systematically introduce today’s most powerful marketing metrics. The authors show how to use a “dashboard” of metrics to view market dynamics from various perspectives, maximize accuracy, and “triangulate” to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more. You’ll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics.This book is the fastest, easiest way to gain that fluency……..

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– ISBN13: 9780131873704

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 “This book saved my confidence!” 2010-01-14

By M. Daria (California)

Marketing Metrics is great! I struggled with some reports at work and couldn’t always remember formulas or ways to “think” like a Marketer with such a demanding job. But this book saved my confidence! I do not read it chapter by chapter but more go to the section I need a little refreshment in, it is a perfect blend between great explanation yet not too much detail. I feel like this is a good way to feed your knowledge in between college and obtaining your MBA or when some years of business school wear off…

 “A great catalog of Metrics” 2009-08-21

By Brian K. Seitz (Eatonville, Wa USA)

One of the problems with Marketing is that it typically has not spent any real time looking at measuring its successes, performance, etc. While Marketing Metrics: 50+ Metrics Every Executive Should Master is a long way from such a holistic text, it does contain a great catalog of metrics, explanations of use an cautions such that a savvy manager could over time construct his own performance management system.

 “This will become part of your ‘core’ collection” 2009-05-08

By LoreDog (North Carolina)

Covers all the fundamentals.great tips on when to use, how to use and when not use. Also provides good tips on dealing with data issues and impact of assumptions and estimations on any given metric.

Unlike many other business books, this one will get dog-eared as you refer back to it time and time again.

 “Should be required for all MBA programs. “ 2008-12-13

By Rick Wingender (Knoxville, TN)

This is a great book. I bought it AFTER I finished my MBA program. I’ve now read most of it, and I only wish that I would have had it before I started on my MBA. It’s easy to read and understand, and most of the metrics are very useful. I would recommend this to ANY business student – undergraduate or graduate, marketing, accounting, finance, whatever. Anyone in these professions will find it useful, and I also think anyone who is in a Merchandising role will also find it quite useful. I keep it in an easily-accessible place – it’s great for reference too.

 “ok” 2008-04-26

By A. Rastagar (California)

While most of these metrics are true, they are not always relevant. I guess if you use it as a reference, this is a good book and will do fine. But it is not necessarily something that will turn your world upside down with new knowledge.

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Buy Marketing Metrics: 50+ Metrics Every Executive Should Master Now

[Via http://mathematicsbooks.wordpress.com]

Sports Business: Not Quite Saying ‘Super Bowl,’ but Cashing In on It

Every year shortly before the Super Bowl, advertisers exhort fans to “get ready for the Big Game” (with a new HDTV), “stock up for the Big Game” (with pizza and ice cream) and score some “Big Game Savings” (on Doritos).

Skip to next paragraph

Pepsi is promoting its brands with a “Big Game Savings” promotion.

The latest news, notes and analysis from Miami where the Colts and Saints will contend Super Bowl XLIV.

Go to The Fifth Down Blog

[Via http://frenkinews.wordpress.com]

10 Simple and Inexpensive Marketing Ideas for a Tough Economy

The harsh reality of today’s economy is that many people are unable or unwilling to spend money like they have in the past. It used to mean nothing to me to spend $100 or $200 on clothes and shoes every few months, go out to eat several time a week and buy things I didn’t really need but thought I wanted on a weekly basis.  I also used to donate money to several local charities. During the past year and a half, I have probably spent only $300 total on these items. Not good for the local economy, not a whole lot of fun for me personally.  

Obviously, businesses and non-profits are also reluctant to spend money on marketing efforts when customers like me aren’t adding to their bottom line. Another harsh reality: you can’t ignore your marketing efforts just because business is slow. Maintaining a strong presence now will help customers remember you when they feel inclined to start spending again. 

While you may not be able to afford a fancy direct mail piece or advertisements in your local paper right now, there are inexpensive or even free things you can do that will help keep you in your customer’s minds:

1. Develop a newsletter. Keep your customers informed about new products, services or other information they are interested in. 
2. Create fliers to promote your upcoming sale instead of more costly direct mailers. Remember, though, that any printed materials you send out need to look professional. 
3. Gather customer e-mails. If you can’t afford to have your newsletter or flier printed, send an e-mail version.
4. Partner with other businesses who compliment yours to create a “niche” event: bridal fair, home & garden show, ladies night out, etc. 
5. Start a blog. Do you have something relevant and interesting to say? Are you an expert at what you do? Of course! It is an easy way to lend credibility and increase awareness about your business or organization.  
6. Create a Facebook Fan Page for your business. Post new products, upcoming events, etc. Remember to update it on a regular basis or no one will continue to visit your page. The same is true if you have a web site. Update your content to make sure people are visiting. This is the same principle as bringing in new merchandise or changing displays in your store.
7. Participate in a community event. If you support your local community, residents will tend to support your business. 
8. Attend networking functions. Word of mouth will always be the best way to spread the word about your business. 
9. Offer to speak to other organizations about a topic of  interest/expertise that you possess. It will only cost you some of your time. 
10. Create a unique in-store event. While you will need to spend a little money to execute it effectively, a fun, memorable event can bring a lot of people into your store.  

 

[Via http://mcguiremarketingpro.wordpress.com]

The First Ten Years of Search

Search just finished its first decade! Our US Search teams have put together a look back over the past 10 years and key milestones which have shaped the search landscape today. It’s amazing how far the industry has come in such a short space of time and how much it has changed. Most notably, back in 2000 Google was the default search engine for Yahoo users and now they’re main competitors!

Click here to see The Decade in Search highlights and below our thoughts from Amnesia, it’s effect on the APAC region and what the future is set to hold – for the moment at least!

Why has Google become so strong?

• Leading innovation, products and add ons that are simple for consumers to use and make Google the one-stop shop for consuming and sharing online
• For advertisers they have developed user friendly interfaces, in-depth reporting and free applications such as Analytics and Insights to make sure we can target consumers as effectively as possible on the Google network
• Both Yahoo and MSN have both lagged behind in innovation which has ultimately held back their advancement in the majority of APAC

Key Changes for the APAC region:

• Reputation management – the force that is social is an exciting time as online becomes more of an open forum. As search engines start to rank more and more social content the process of reputation management becomes more challenging and also brings up the age old question – is all news good PR?

• Censorship – hot topic at the moment especially here in Australia. Is the free availability of information set to end? We’ll be keeping a close eye on proceedings and also the effects this may have on advertisers

• China is the key market for change, with recent heavy news coverage that Google may pull out over a combination of high levels of censorship and hacking linked to the government.

• Accessibility – the imminent launch of new devices, such as, the iPad and Android phones, will open up the way people can search and the frequency in which they can do it

• Bing – Microsoft’s new search engine has reportedly been growing, albeit at a small rate. It will be interesting to see locally if consumers in each market will transition once it comes out of Beta and all features are available. Look out Google? Only time will tell!

All in all we are about to enter the next chapter in Search. Especially here in APAC where there are many different types of market, from emerging to mature and everything in between. The key to success is strategy localisation to ensure your advertising is meeting the needs of consumers from very varied backgrounds.

[Via http://amnesiablog.wordpress.com]

CCIM of VA's 2nd Virtual Deal Making Call

Last month, the CCIM Virginia chapter organized it’s first ‘Deal Making Call’ to help circulate exposure for member’s listings, and the efforts wholly paid off in what can only be define as success!  A total of 10 properties were presented with about 12 participants on the call including those members who pre-registered to present listings.  Several participants offered feedback following the call saying they really liked the format. One other participant requested a package from a member to present to a potential buyer, so already we have a potential transaction from 1st Deal Call.  With my past experience with these formats, I expect the call participation to steadily grow, potentially to between 50 and 100 folks.  Going forward, we plan to promo participation on the call in a formal advertising campaigns and heavily across social media platforms.

Over the course of the next few months a formalized advertising program to attract buyers and non-CCIM brokers who may bring buyers to call will be initiated.  Only members of the Virginia CCIM chapter will be allowed to present properties on the calls, but all others will be allowed to participate as buyers or buyers’ brokers.

So, please mark your calendars and join us from the comfort of your desk as CCIM of Virginia will hold our next monthly Virtual Deal Making Call on Tuesday, February 9th - NEXT Monday – from 10:30-11:00 a.m.

This month’s call will feature a special guest speaker, Rod Santomassimo of the Massimo Group, who will share with us some details of how he is helping commercial real estate brokers across the US to stay at the top of their game during the current economy.

This is your opportunity to use this webinar to pitch your deals and to find more of what you are looking for to do more business.

First: Register Here: Tuesday, February 9th from 10:30 am- 11:30 am

(You will receive an INVITATION closer to the event date with call-in information.)

Second: Download Slide Template and submit to jtucker@ccim.net by 5:00 PM Friday before the event (February 5th)

Note: Slides are open to CCIM Virginia Chapter Members ONLY. Others are welcome to participate in viewing and discussion.

[Via http://jimtuckerccim.wordpress.com]

Adding social networking buttons to wordpress.com blogs

I love wordpress and that’s the wordpress.com version and not the wordpress.org one (yes I know all you techies are going to go “what a shoe”. Well sorry but I don’t particular like security issues and the fact that the installs suck up bandwidth. Blogger is fine as well in my book but I think wordpress.com offers a bit more bang for the buck and, oh wait, there is no buck, it’s free, so I’m not going to carp that the .com version is more limiting in many respects then the .org and you can’t have as many bells and whistles.

My feelings and from what I can see from Google and Bing searches on various blogs, quite honestly it doesn’t seem to matter what platform you use, the search engines love them all if you keyword and tag correctly.

I was curious to see if one could also add social media sharing links to blog posts on wordpress.com, its possible on the .org version as plugins and there are people that have done coding tutorials but I had a hard time finding anything aside from http://www.addthis.com to be able to do this on the .com version. I couldn’t find it in the help section as well but figured there must be a way.

I came across http://www.perlitalabs.com/Social_Bookmark_WordPress_Builder/url_builder.php?title=Test%20Title&url=http://www.test.com and http://en.forums.wordpress.com/topic/social-bookmarkings?replies=42 and a post originating from http://sunburntkamel.wordpress.com/ . I am unable to find the original post but the information originated from there from someone else’s blog, my apologies but could not find the original post I found it on. (Thank you whoever you are)

This is the original code suggests for implementing SM links and images in wordpress.com

social-bookmarking-template-sunburntkamel

It appears the .gif links are still active but wanted to insert my own and also wanted to add twitter (which I don’t know if it existed when he wrote this)

This was my version, please have fun tweeking if need be and please let me know if you have any problems or suggestions.

WordPress.com social media linking codes

I had some trouble with the twitter link but seemed to find out what worked and did not work. Two recommendations when implementing the twitter link: use bitly to shorten the link up in advance and also if you have any special characters in the title or the url, specifically & and ” change them when inserting. If the title has either of those two symbols replace (&) with (and) and delete any (“)s. The characters do not translate when posting to twitter. The link won’t work.

This is kind of a pain because you have to insert for every blog post and change the links but have not found any alternatives as of yet. The nomen should be replaced with the name of the post and the addy with the unique url. If you keep a copy in MS word and then just copy it into another new doc and sub the url and the blog title it only takes a minute.

I don’t have a code yet for Linkedin, which I’d like to add at some point, if someone has done one I would appreciate it and will add it in. If you find some links that don’t work, please let me know as well.

[Via http://chefforfeng.wordpress.com]

What the WSJ Missed: The Lessons of Lady Gaga (For Every Marketer)

Covered in blood, meeting the queen in bondage attire, and now–the WSJ. Lady GaGa clearly has a few less-obvious and more notable lessons the WSJ skimmed over. While they didn’t quote her, the internet does so here are a few finer points:

It’s Not Just About the Music (Biz)—or the “Product”

Her product goes well beyond what’s distributed on itunes and played in every spin class, club, gay bar, etc. To quote WSJ: “Though she writes her own material, she is as focused on visual theatrics, fashion, and global appeal.”

Similarly, the lessons of GaGa aren’t just for the recording industry. CMOs, CEOs and creative companies and entrepreneurs should be taking notes. She is the biggest brand to emerge in 2009.

Own What Drives Your Brand

House of GaGa gets a WSJ drive-by as “a core team of advisers.” Hand-picked from (her words, elsewhere) “my coolest art friends,” they are the core of her brand. These collaborators help design the shows, the staging, the costumes, the clothing, the hair, the lighting, the everything.

Oh yeah, and it’s under her control.

As she says, “It’s a whole amazing creative process that’s completely separate from the label.”

Share the wealth, but own what counts. Her contract might give the record company some of her MAC cash, but the intellectual vision and property are all hers.

Are you outsourcing everything to a revolving door of agencies or freelancers? Does an AOR own your creative vision? Keep a core team inside and out that’s committed and connected. Famous, cheap, and/or easy = not enough.

Put Your Money Where Your Business Is

Overexposed? Maybe, but you’ve yet to see her yachting around Lake Como or having a balcony bash at Turks & Caicos.

From the beginning, her cash went back into, yep, Haus of Gaga:  “I wanted to put my own money into the show… I was making money as a songwriter and I didn’t want a condo or a car because I don’t drive and I’m never fucking home, so I just wanted to put all my money into my performance.”

Where’s your capital—cash, focus, creativity—going?

Strong Direction + Execution, Execution, Execution

The Haus of Gaga isn’t an entourage, it’s an execution-based creative laboratory with a bias toward doing and outdoing. The briefs are simple and well-defined, with very actionable outcomes:

“I said that I wanted to make my face light up. Or that I wanted to make my cane light up. Or that I wanted to make a pair of dope sunglasses. Or that I want to make video glasses, or whatever it was that I wanted to do.”

Take away: Tight briefs and strong vision are crucial to team success. Yet ideas without execution are just happy hour conversation—and worth about as much.

Grammy or not, this is just the beginning. Get more GaGa thoughts here tomorrow.

[Via http://aliasvivian.wordpress.com]

Budgets & Benefits

On January 16th, we had our first Saturday morning seminar with Suzanne Feucht, accounting coach and trainer, to talk about basic financial tools. There were lots of participants and even more questions, so it was hard to get through everything Suzanne had on the agenda. They appreciated that she emphasized the basics: using the right accounting software, keeping track of paperwork, etc. The big message was they wanted more accounting and financial seminars in the future.

January 21st, Susan Rich joined us for a new addition to her Write it Rich! series. This presentation was on benefit-based copy, and how small businesses can think about what their product or service provides, and use that message to market themselves. We got to look at (and laugh about) some vintage ads, and point out where the key message was and what we were being sold… not a product, but a benefit. There was a lot of great discussion, so much so that we went a little over time. But no one seemed to mind too much – they were busy practicing their benefit-based copy and writing up their own blurbs and ads.

[Via http://mercycorpsnw.wordpress.com]

And the beat goes on

Just got another email, this time from Hooved Animal Humane Society (Sue’s present home). It turns out they’re having a tack and craft sale at their facility in late February–wanted to know if I would like to participate. Of course!!! This is starting to get exciting. I’ve like the idea of “expo” type shows ever since I did the one at Willow Tree. People come with the idea that they’re going to buy something, while at horse shows they’re much more focused on chasing those prize ribbons. I’ll still do some horse shows this year, but I’m thinking the local “all things horsey”-type shows might be more productive for the product I’m selling.

[Via http://allifarkasartist.wordpress.com]

Manager, Member Services (Houston, TX)

Manager, Member Services (Member Retention) POSTED: Jan 11

Salary: Open Location: Houston, Texas

Employer: Greater Houston Partnership Type: Full Time – Experienced

Category: Marketing: Other Required Education: 4 Year Degree

Employer Information

About Greater Houston Partnership

The Greater Houston Partnership(GHP)is a not-for-profit organizaton which is the primary advocate for Houston’s business community and is dedicated to building regional economic prosperity. The Partnership is the umbrella organization under which the Greater Houston Chamber of Commerce, the Houston Economic Development Council and the Houston World Trade Assoication were combined. These organizations, while still legal entities, operate as divisions of the Partnership. The Partnership has a….more info

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Job Description

DEPARTMENT RESPONSIBILITIES The Member Services Division is responsible for the retention and acquisition of members. Coordinates business development programs, networking events and visibility including business-to-business opportunities for members.

POSITION OBJECTIVES Drive the retention of members and assist the division in the development and implementation of programs aimed at helping Partnership members see value in retaining their membership.

PRIMARY RESPONSIBILITIES The following responsibilities are essential to job performance:

1. Manage and implement the annual membership Campaigns. 2. Identify, train and manage Ambassadors and Allies; volunteers responsible for the retention of members. 3. Design, manage and implement the member retention programs. 4. Organize programs specific to the needs of large, mid-size, and small member companies. 5. Develop and carry out a layered strategy for communicating to Members the services, resources and value of membership. 6. Maintain investor relations by effectively building relationships with Members; develop and conduct action plan for face-to-face contact with Members. 7. Manage and develop business development programs, councils and committees, i.e. Business to Business/Member to Member, workshops, and networking events. 8. Represent the Partnership at corporate and community events. 9. Provide supervision and coaching for assigned Coordinators and Administrative support staff, including performance reviews, career development and other relevant supervisory functions. 10. Design and conduct internal staff training programs for quality service to Members. 11. Other duties as assigned.

NOTES: Local Residents Preferred (No Relo).

Additional Salary Information: Commensurate with experience. Paid parking, 401(k) plan, subsidized group insurance coverage, vacation and sick time benefit hours, 11 paid holidays

Requirements

KNOWLEDGE, SKILLS AND ABILITIES The following knowledge, skills and abilities are desirable for job success:

• Minimum of 3 years experience in a fund raising, marketing, communication, or related field, in a public, private or non-profit organization, or a combination of the above type experience and training. • Minimum requirement is a Bachelor’s degree in a relevant field, or 10 plus years relevant experience. • Experience in retail and customer service a plus. • Excellent verbal, written, analytical, presentation and interpersonal skills. • Proficiency in Windows, Microsoft Word, Microsoft PowerPoint, Microsoft Excel, other software programs. • Ability to coordinate, engage and fully utilize member expertise. • Professional appearance. • Preference for working with all levels of internal and external contacts. • Ability to exercise mature judgment and tact. • Ability to professionally manage diverse groups of people. • Preference for fast paced, goal and team oriented environment. • Ability to work well under pressure and deadlines, with minimal supervision. • Self-motivated and directed. • Ability and flexibility to prioritize and work on multiple assignments.. • Preference for detail work. • Bilingual helpful.

[Via http://marketingjobsdallas.wordpress.com]