Archive for the ‘Marketing Execution and Tools’ Category

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The Taste in My Mouth

Wednesday, August 27th, 2008

The other day I received an email from a colleague, telling me about a new and interesting social/networking group starting up.  It sounded great:

 

MEMBERSHIP IS FREE! 

Become a Member and ACCESS:

Outstanding contemporary theatre

Senior leaders

New social circles

Leadership opportunities

Exciting and unique events!

 

“Wow” I thought to myself,” this sounds fantastic – I love the arts, I love meeting new people – sign me up!”

 

So I went through the process, gave a bunch of my information and submitted my form online, only then to be taken to a page where it tells me that members of this new group are expected to make a minimum “donation” of $75 per year.

 

Now, you’re probably thinking, $75 per year, what’s the big deal?  Don’t get me wrong, I know that arts groups need support and need to fundraise and that $75 isn’t a ton, but it’s all about how the message was delivered.  On the email message I received, this opportunity was touted as FREE in big bold letters.  Getting the “true” message after the sign up felt a bit sneaky, and I didn’t like the taste it left in my mouth.

 

When building your next marketing campaign, don’t forget to think beyond the initial impression but also to the lasting feeling you will leave with your target audience.

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Posted in Business: General, Marketing Execution and Tools, Marketing Strategy | No Comments »

There Is Such A Thing As Communicating Too Much

Sunday, August 24th, 2008

Business gurus love to espouse there’s no such thing as over communicating with your customers.  I know lots of companies really fail the ‘communications’ test, but I disagree that you can’t overcommunicate.  And I just experienced it the hard way. 

I was on a 6am flight from Calgary to Toronto.  With the one hour pre-departure check-in requirement and the 30-minute drive to the airport, that meant a 4am wake-up call for me and most of the other passengers. 

By the time we were all joyfully boarded onto the aluminum tube at 0545, all that anyone wanted to do was to try and get back to sleep.  You could see it on people’s faces - please, please, just let me get some more sleep. So when the pilot and the in-flight director made something like 6 public announcements about the wonderful crew we had on board, our planned cruising altidude, the weather in Toronto, the safety features of the aircraft, and on and on, in both English and French, it was too much.   

The airlines can take a page from their marketing teams and communicate with passengers in a way that is effective for them, when it’s effective for them.  Can’t they use those cool new in-chair TV sceens to communicate the details to us - in silence - before take-off, especially if it happens to be before a civil hour, say 8am?  And can’t all the details about the flight, like the weather at our destination, be left for later in the flight when we’ll be cogent enough to care? 

Communicating with customers is vital.  But let’s start with an understanding of what customers want to know, what they need to know, and - critically - when.  If it’s extraneous information and it’s 6am, skip it. 

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Posted in Business: General, Marketing Execution and Tools | No Comments »

Marketomics in Stormy Waters

Friday, August 1st, 2008

Thinking of starting a business?  Or investing more into your existing small business?  Tough call.  In the current economic climate, starting or investing in a small business can be a scary prospect.  The rising cost of inputs are substantial - think food, fuel, etc.. 

Some businesses are more recession proof than others.  Any professional service can remain relatively immune to economic downturn because these businesses tend to have low overhead costs and shorter value chains (resulting in more profits).  Another type of business that remains succesful would be trades based operations like plumbers, electrician and contractors.  People will continue to need specialized work to keep their homes operational despite economic decline.

So what’s the point?  Well, when costs rise and recessionary factors are in play - entrepreneurs and businesses alike begin cost cutting measures as the first method of protection.  The first thing to go - immediate ‘expense’ items like marketing.  Big mistake. 

With economic uncertainty comes opportunity.  Marketing should not be viewed as an expense but rather a sound investment to bolster sales in the future.  Focus on low cost, highly effective marketing vehicles (think online, social media, word of mouth, PR) to create opportunities.  While competition cuts back or eliminates its marketing spend - think of ways to increase yours.  It will help you win in the long run.