Quick! What is the name of your favorite restaurant? We'll get to this in a minute.
Okay, now on with the blog. The picture above is from a seminar I have done on all aspects of marketing. The idea focuses around a dart board, where the most outer rings are traditional mass media, expensive marketing, we go through the rings and other modes of marketing, as they get less expensive, more effective, until we hit the bulls-eye: Word of Mouth Marketing.
Why the picture? "Somewhere between 254 and 5,000 is a number that represents just how many commercial messages an average consumer gets each day" - Advertising Age, April 2, 2007. That was before the explosion of social media.
To really achieve your marketing goals and help get through the clutter make sure they are SMART; Specific, Measurable, Achievable, Results oriented, Time Specific. You should also think about where your customers go to get information.
My favorite ad of all time is in the most outer ring of the dart board; Super Bowl Commercials! That ad is the Apple Macintosh 1984 ad. It was edited a bit and used in the Hillary Clinton campaign in the 2008 election cycle.
Most companies can't afford a super bowl ad, let alone any TV commercials. BUT, can you leverage local TV stations for their "Best of" contests they have? Does it make sense with your goals?
As we move from the outer ring we go through national and local print advertising, radio, direct mail, trade shows.
Closer to the bulls-eye you have websites, micro sites, banner ads, SEO, blogs, and email marketing. Regarding email marketing, one of my favorite books on marketing is Seth Godin's Permission Marketing. It is great for email marketing but a good read to be a successful marketer.
The first ring outside of the bulls-eye in my mind is social media. The rise of popularity of twitter, facebook, and LinkedIn really helps the SMART marketer leverage word of mouth. In a future blog I'll talk about how the combination of email marketing and social media can be extremely powerful.
Bulls-eye: Word of Mouth; your friends, clients, peers, and associations talking about you and recommending you and your company. PR through people writing about you in articles and blogs, customer testimonials.
Back to your favorite restaurant. Why is it your favorite? Have you told other people about it? Word of mouth is powerful isn't it.
How can you leverage aspects of marketing that make sense to help you achieve your SMART goals and help you promote your word of mouth?
By the way. Click here to learn about my favorite restaurant. Turn on your speakers.
Shopping for Halloween this year was a frightening experience; far scarier than zombies, werewolves or the acting in those Twilight movies. The shock came when I was perusing the candy selection, trying to decide which motion activated ghoul would best scare the people around my apartment. An aisle away from these scream-inducing devices sat an inflatable Santa, reindeer, and as much red and green as could possibly be stuffed into a 20-square-foot section.
I know, right?!
My first thought was that the only way this would be acceptable would be if the Santa had fangs and Rudolph was some sort of twisted slasher-flick villain. But no, the truth of the situation was, after Christmas was done kidnapping Thanksgiving, it had set its sights on Halloween as its next victim.
A part of me gets it. I mean, who doesn’t love Christmas? The presents, visits from the family, chestnuts roasting on an open fire, “Home Alone” on television. It’s a magical time of year. But in all honesty, doesn’t the sight of Santa Clause or the sound of sleigh bells for an entire quarter of the year start to cheapen that magic?
In an effort to fight the power and the (jolly red) suits manipulating Christmas, here are a few fun and inspiring resources that remind us that there is still a holiday called Thanksgiving…you know, that one day that happens before the all-important Black Friday shopping experience.
On Halloween, I almost punched a 15-year-old in the face.
For being too old for candy handouts? No, although I filled bags of several kids who nearly looked me in the eye (I’m an even six feet).
The almost-right-hook occurred at a Russian Circles concert, a band I mentioned in a post last month that talked about noxious online commenting boards. That plea for digital civility, I realize, is almost entirely in vain. A (sizeable) portion of Internet goers will forever create malevolent content or critique it with equal spite.
Excitable teenagers will always shove you to get close to their musical idols and thrash their bodies in untimely mosh pits, both of which shift you far from your original position that you “earned” by an early arrival.
But what can be done? Are you going to pull the young culprit aside and give him or her a stern talkin’ to about manners? Or maybe, like I was tempted, would you unleash a tornado of violence? Think about how that would end.
Timmy the high school freshman could have six buddies who jump you in return. Maybe the band members saw your flying fists and ostracize you from the venue. Better yet, the police cuff you for assaulting a minor.
Probably not worth it. The annoyance, at first consequential, is truly empty and fleeting.
Scan the foul words online, scoff and move on. Retaliation in haste is not only exhausting; it begs further eruptions and stress. It’s unfortunate to sacrifice intellect and gain enemies. You know the content you want, so absorb it and don’t submit to naysayers’ attempts to sour its taste.
However, I do hope my Starburst somehow tasted terrible for those six-foot-tall trick-or-treaters.