I recently attended the August Milwaukee AMA Marketing Technology Round Table event.  One of the tables held a generational mix of interested attendees.  Frequently view points on getting information to clients sparked; as the generations voiced their opinions.  The youngest quickly dismissing anything that wasn’t mobile.  Her face reflected  her thinking anything else was practically stone age.

She is a reminder that the next generation of customers is upon us (the Millennials) and they are extremely tech savvy!  One of clients remarked -”My son only communicates through twitter. He won’t even respond to a text message.”

Just as some businesses are starting to catch on to internet marketing and social networking the game changes!  Mobile, twitter, Pinterest  are trendy today but  you need to keep up with the new buying trends and the next great thing in marketing!  Why? The following article from B2B Marketer takes that on.

The Millennials have arrived! The first wave of the Millennial generation (born between 1980 and 2000) is now entering decision-making positions at companies across the land. And in a post at Godfrey’s B2B Insights blog, Ken Jones asks, “Are you ready to communicate with them?”

There’s one big reason why you need to examine your answer to that question: Millennials are as hefty a group as the Baby Boomers—and as sure to have a major influence on American business.   Read more: http://www.marketingprofs.com/short-articles/2644/what-every-b2b-marketer-needs-to-know-about-millennials#ixzz24m5tmLWv

Don’t worry — there are those of us who are staying on top of it!  The key will be to be flexible and open as the new concepts emerge.   There is no need to feel like a dinosaur.. there are ways  we can automate social networking, add mobile flexibility, and help you keep up to date!

Price is indeed important. It’s one of the 5 tenets of marketing. That means it only holds a 20% influence on your success. While significant and unable to ignore, it’s much easier to counter that its the other 80% that really sell your goods and services – those are:

1. Product –
Do you have the right product(s) or services for the markets your targeting? More often than not, you produce a product that exists elsewhere in the world and may be even mass-produced.

How does your product compare to similar ones?
How does yours differ in quality or solving the customer’s problem?
Do your prospective customers know this? Did you tell them?
How do they know?
Did you use your web site, advertising, social media etc. to educate them?

If you haven’t or don’t ask yourself these questions often and answer them to the market frequently, you won’t have anything to sell. So price, becomes a mute point.

2. People –
This of course is referring to your customers.

Do you really know WHO your customers are?
Do you know what they need or are looking for in a product?
When was the last time you asked?
How do you communicate with your customers?
Do you do this on a regular basis?
What have they told you?

In other words, do you really have a relationship with your customers or not? If you can’t answer even one of these, you’re in trouble and soon won’t have anyone to sell a product to.

3. Place
There isn’t always a shopping mall to where your customers congregate. In fact, you will more than likely need to create this virtual place. The place tool with which to build it is your web site. This venue allows the customer to be guided by your words (aka messaging) to learn about who you are, your product, and how it can help their business.

NOTE:
Just because you build it, doen’t mean they’ll come. See #4: Promotion

4. Promotion -
Okay, you’ve invented and built the right product or service, know who to sell it to, and created the place where they will buy it.

Now, how have you told them?

Promotion isn’t all pretty pictures, slogans, and advertising. It’s much more. It’s about communicating and sharing how your product or service solves a problem. HOW you choose to do this varies according to product type, customer, and place they will buy.

NOTE:
Your corporate brand is different than your product brand(s). You may need to create different advertising or messages for each product and customer (aka People) instead of just depending on your corporate or parent brand doing all the work.

Apple Corporation is a great example of this. They know price isn’t really king. Apple commands top prices and has lines out the doors for their products. They don’t depend on just the corporate brand of Apple to promote a given product. (That is meant to only communicate that their products are and will be known to be sleek, tech savvy, and customer friendly.) Instead, they move to distinguish each product and its capabilities to the market. iPod is more popular with younger generations, while the iPad is making a larger impact with the senior population. Each one can be used by any demographic and is also cross marketed, but one tends to create the brand and initial following.

Each one of these 5 tenets should be examined in your marketing plan. If you haven’t updated yours lately, it’s time you did.

See our other blog entries on “Do I really need a Marketing Plan”

Ideas by themselves are of little value. Whether your idea is an app, a nonprofit, a book, a website or an invention – what matters is how you bring it to life. And really it doesn’t matter whether the idea you’re bringing to life is a business, a project or a cause – the one thing that connects all people with ideas are our passions, struggles and ways we go about bringing our ideas to life. read more.…

 

Michael Tasner  (the Huffingtonpost) recently wrote:

Social Influence: How ‘Friends of Friends’ Are Key to Earned Media …

When a brand posts content and a fan likes or retweets it, it’s not just giving an increase to the company ego, it’s providing a huge boost to their visibility. Continuing with the Market Force survey, 81 percent of U.S. respondents said that posts from their friends had a direct impact on their purchase decision, while 80 percent of them stated that they tried new things based on friends’ suggestions.

read more

Tasner’s article highlights the importance of including social media in your branding and marketing strategy.  Consider the value of “reach”.  In traditional media an add would directly reach those who saw it.  This fraction of potential customers might take the add and act on it – buying from you.  A small number would share the add, mentioning it to a friend or family member. In turn this small number might act.  In traditional advertising your “reach” or the number of potential customers who see your add becomes increasingly smaller over time.

In social media it can do the opposite.  One customer sees it and acts… they hit their like button or share with their friends…this goes out to a hundred friends.  Out of those if even one acts and likes or shares it goes out to a hundred more people… and so on. You get more bang for you buck.  Tasner refers to this as Earned Media.

No Employee Buy In

In the store you find a clerk and casually say “My computer is running slow is that something you guys can help me with?”

The clerk looks wide eyed and says “I don’t think so.”

Most customers would leave right there.  But you, kindly mention that their advertising says otherwise and he gets a manager.  The manager agrees yes they do work on computers.  “Yea, we say we do that. I haven’t tried it.  Bring it in and we’ll send it out.  Oh and tell me how it works.  I service mine at WQ. It’s near my house.”

Are you now inspired to bring them your device? Many potential customers would have stopped at the clerk and not tried to find out more.  Either way despite great marketing some other company is going to get the business.

Don’t let this be your company!  Be sure your employees buy in to your marketing campaigns by following these tips!

1.  Train all of your employees on all of your services and or products. They need to know that YES – you do carry that or do that.  They need to know who to contact for more information.  They can’t sell it if they don’t know about it.

2. Entice your employees to try the product or services.  They are your front line and should know firsthand the quality.  Purchase decisions are often made from the testimonial of a sales person or knowledgeable employee.  How often does a waiter get asked what their favorites are?

3. Bonuses and contests are often used to get employees excited about a product or service. It can be a simple prize of “take an afternoon off” to an appreciation gift certificate.

4.Small businesses might wish to engage their employees in coming up with creative marketing ideas. Ask employees to give input on a new logo or to be part of a commercial shoot.  (Remember leave the details and the acting to the professionals.  The professionals can tweak it and make your marketing campaign look good.)

Employee buy in will help reinforce your marketing campaign.  It is often overlooked but can be an enormously effective tool to generating greater sales and profits.

Employees Can Make the Sale!

Google+ has just added an event posting feature.   You can send invitations, upload pictures and share both before during and after the event with your Google+ Circles.  It’s still new so have fun discovering all of the bells and whistles.

Facebook has it’s own add an event feature.  It posts to your wall, lets you invite friends, open the event to the public and watch registration.  When you log in to your account, look to the right for the Create an Event button.  Events can also be posted or pinned to the top of your TimeLine for a week.

Twitter is short and sweet bursts of information.  Alerting your Twitter followers is a little more tricky.  Create a link to a website with all of the information and tweet about it.  Using the # symbol, called a hashtag, will mean that followers can search for your event. This is simpler for them if you choose something unique. #UWjunefest  for a United Way June Festival is an example. Test your # before sending it out to others by placing it in the Twitter search feature. If nothing comes up, it’s yours. If there is a long stream of unrelated tweets then you might want to choose another.

One of the favorites for professionals or B2B events is LinkedIn.  They offer a create an event feature that makes it public.  You can share this as a status update and it will go into your contacts feeds.  Because this is easily missed you may choose to manually post in other LinkedIn places.  One place is on your groups. Choose the groups that would be interested and enter the groups page.  The tabs should let you see a place to post events. Depending on the group, they may allow postings in the discussion area as well. Finally, LinkedIn offers the opportunity to individually message your contacts. Create the message and be sure to include registration information links.  Choose the contacts to message and send. This will go to their email and show up as a message when they open their LinkedIn profile.

Finally, don’t forget local blogging or announcing on local networks. An option in many communities is Patch, broken into local areas this is an opportunity for micro blogging. Patch coordinators can highlight your event and help you with free ways to get the word out.  Very important for local businesses to have a colorful internet presence.  Pictures or video will be a major incentive for those receiving Patch email announcements to look at yours.

Add to these Event postings short reminders and updates on all of the networks. Pictures or video of past events, highlighted speakers or special coupons will help create interest.  Make it something others will be excited enough about to share.  Be ready to go viral!

  First, review all of the places that your business and the outsourced business will intersect.  Record these and go over how these points of intersection will reflect on your company.  Will the outsource have client contact? Will they work through existing staff?  Each point is  a critical spot and may need additional training or direction.

Second, will customers know about the outsource? Sometimes it is in the companies best interest to tell a customer if they are outsourcing a job.  ”We no longer do mammograms in our office. Instead we send patients to XYZ clinic. They specialize in mammography and will be able to give us fast reliable results.”

Sometimes, it is better to keep the outsourcing as an internal need to know.  ” This is Allen, he will be caring for you today.” No need for the patient to know that Allen is from a nursing service you contract with.

Lastly, create a clear and explicit outline of expectations. This may be in the form of a contract. Some businesses regularly outsource book keeping, billing, social media, and many other components. Clear expectations will ensure that all those working for you, but still outside of your company, follow procedures and adhere to your corporate values.

Thinking ahead, knowing what you will tell the customer and having a clearly written outline or contract is essential in having a positive outsourcing experience.

A brand is not as elusive as you might think. A brand is a consistent message that is triggered in a consumer’s or client’s mind.  Every time they see or hear x they think y.  In a way it is basic Pavlovian Theory.  Think of the most common examples:  the golden arches — McDonalds.   Mouse ears — Disney… the red dartboard—Target.

The list goes on. The concept can be translated into a logo, a song, a saying “Where’s the Beef?” or even an idea: The Queen of Daytime TV. Every one of these examples has one thing in common it immediately brings up a product/service; not just in your mind, but in millions. Many brands transcend into global triggers.

In order for a product to become a brand it needs several things to be in place. First is the messaging. What do you want people to think when they are triggered?  Messaging can say quality; it can say speed of service; great taste; low price… anything that is a positive thought about your product or service is a possible message that can be wrapped into your Brand.

Second consider the Look. Brand look is the colors, words, and other details that will be the trigger to your messaging. It will be how you are first perceived and it is important that it is attractive, appropriate and in line with your messaging.

A little blue bird — twitter: short bursts of shared conversation –tweets. This is a perfect micro package of message coupled with brand look. This is an integrated strategy. Having a brand strategy works for huge global companies and for small local companies.

Consider the brands in you neighborhood.  You are never too small to have a brand strategy.  We work every day with local companies or practices and create memorable effective brand strategies for them.

Daystar is a small non-profit.  Creating their brand took looking at the message they wanted to convey – a safe place for women. It took placing their unique message and look through out their outreach efforts. Now people see the logo and there is immediate recognition.

Your Message needs to be clear. Your Look needs to be consistent. But the process doesn’t stop there. The message and the branded look are only as good as the delivery.  How will you deliver the new brands look? How will you get people to see the relationship between your message and the new logo, jingle, or signature product? Will you use social networking, print media, word of mouth, special offers? Which delivery method will resonate with your customers?

Every time a customers and potential customers sees the branded advertisements, looks at the logo in a social network post, or reads a comment the brand reputation grows.  Each time the Brand is becoming stronger in their minds.

Products become brands through a strong Branding Strategy.  All three pieces need to be in place and to harmonize with each other.  Take a look at the case studies. Each has a different appeal.  What would you like to see for your product’s message or look?

Turn the corners of your mouth up.  Creating a smile triggers the immediate release of endorphins, even when you don’t feel like smiling.  Endorphins can create a feeling of happiness.

Happiness is the antithesis to stress. It is a feeling of euphoria, which in turn begins the relaxation process. Other ways to create stress relieving happiness is listen to a joke, watch a comedy or think back and relive a happy moment.

Breathe – a few minutes of breathing exercises can lower your levels of stress. Breathe into your belly just like a baby. One well known breathing technique is to breathe in for a long – count of 4 hold for 4 and exhale for 4. Here is another way to get fast results through breathing. Try putting your thumb lightly against one nostril and your forefinger against the other. Push your thumb to close its nostril off and breathe in. Then close off the other nostril with the forefinger and open the opposite to breathe out. Breathe in. Then use the thumb to close off and open the opposite nostril to breathe out. Breathe in and continue in this manner for up to five minutes to clear your head and feel much more relaxed.

Eat chocolate! There is a reason we crave chocolate when we are stressed, not only is it a comfort food for many of us but it also boosts the feel good hormones.  Choose dark chocolate that is at least 70% cacao.  If you are not used to dark chocolate work your way up to the 70% mark.  An extra plus is that dark chocolate is also rich in antioxidants.  Tastes great and is good for you in many ways.

Business Cards
Business cards are one of the most basic yet essential tools to any business. Your company’s should provide a list of the services they provide as well as a strong Quality Statement.

Brochures
A well developed brochure can not only persuade new clients to work with your company, but it will be their tool to convince their management team that your company has the capabilities and commitment to quality that they look for in new suppliers.
•    An overview and short history
•    Capabilities statement
•    Your quality statement
•    Customer quotes and testimonials

Sell Sheets
Sell sheets are the best way to provide more detailed information on your company’s core capabilities. Sell sheets can be developed to target specific industries. Sell sheets include:
•    Capabilities statement
•    Your company’s quality statement
•    A customer case study on how your company partnered with them to find cost-saving, revenue generating solutions, and improved the client’s business.

NOTE:
These should be customized by specific industry or market segment as well as specific benefit to customer to make them more meaningful and effective.

News Stories and Press Releases
It is valuable to include copies of recent news releases and published stories about your company in a sales kit. You should also include recent stories that highlight the need for the services that your company is providing including stories on new technology that your company is using.

Promotional Items
Promotional items are a great way to keep your company top of mind. Creating a unique gift in your company from concept to completion is also a great way to show what you can do. We recommend creating a unique item such as a pencil cup or paperweight that demonstrates your unique capabilities and something the client will need and/or use daily. Have your logo screen-printed on the item for name recognition. These can be used as leave-behinds by your sales team and at trade shows.

Thanks You Cards
Thank you cards are one more opportunity to keep your name in front of prospective clients. Personalized cards with your company’s logo and quality statement invites prospective clients to call you back.