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Entries Tagged as 'Passion'

Why would I pick you?

September 1st, 2013 · Branding, Passion, Psychology

brand_redmarble_optWe have to remember that every day, both our existing customers and potential customers are looking at us and wondering “why would I pick you?”

Marketing 101 is that you need to understand how you’re different from your competitors.  It is perfectly logical — if you cannot differentiate yourself in terms of what you sell, how you sell it or why you sell it — the only differentiator left is price.

Maybe it boils down to this.

Would you rather invest the time and brain equity into figuring out (from the consumer’s point of view) how you are different or would you rather just have to be the cheapest?

Either choice is a good one.  It’s really all about your business’ strategy.  After all, Walmart seems to be doing okay with the cheapest route.  But let’s say that you don’t want to commit yourself to a perpetual price war.  Then what?

Then you need to go back to really understanding how you’re different (for the love of all that is holy, please do not say — it’s our people or we care more) and what sub-set of potential customers is in perfect alignment with that distinction.

Did you twitch a little at the phrase “sub-set of potential customers?”  This is one of the main reasons why I think companies don’t discover and honor their brand better.  They want everyone’s money — not just the right people’s money.  I’ll dig into that later this week.  For now, let’s stay focused on the discovering how you’re different.

We have a branding process that we walk clients through and I’m proud to say that many of our clients will tell you that it completely changed the way they did business.  It’s one of our favorite things to do at McLellan Marketing Group.

But…for you do it yourselfers — start by really taking some time and answering these questions, but remember, the answer can never be the product or service you sell:

  • Beyond profitability, what is the mission of your company?
  • If your company were to leave a legacy, what would it be?
  • How does your organization make the world a better place?
  • If firm disappeared tomorrow, what would be missed most of all?
  • What is the single most-important aspect of your company?
  • With regard to your organization, what do you feel passionate about?
  • What business is your company in?
  • What business is your company not in?
  • Which three adjectives best describe your organization?
  • Who (customer) would love your company the most?
  • How do you prioritize your customers? If you had to allocate 100 points between the different customers segments or types (in terms of importance), how would you do so?
  • What customer need does your product/service fulfill? Why does your target customer need or want you sell?
  • What emotion(s) do you most closely associate with your product or service?
  • How will your organization change your industry?
  • How will your company change the world?

And some fun ones to twist your brain around:

  • If your company was a shape, what would it be?
  • If your organization was a texture, what would it be?
  • If your firm was a mood or feeling, what would it be?
  • If company was something from nature, what would it be?

If you’re really brave — pull together some of your best customers and see how they answer these questions.  Or, schedule a team retreat and walk through them with your employees.

If you actually take the time to really dig into each of these questions until you’ve come up with answers that resonate and aren’t the first or a trite response — I think you’ll be surprised at how it changes the way you look at your business, what potential customers you approach and how you describe yourself.

Are you brave enough to tackle these questions?

 

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Facebook fun can also equal profits

September 4th, 2012 · Love affair with customers, Passion, Social Media

It seems like every business is rushing to build a Facebook Page.  But once they get it built — they’re not too sure what to do with it.

  1. Many just ignore it, publishing once a week or less
  2. Some use it as a sales channel — pushing out deals and wondering why people are ignoring them
  3. Others share the same links that they share on Twitter

But very few organizations actually have a good time on their page.  They don’t trigger conversations with their fans and they sure don’t turn their page over to their customers. But the folks at PostCardMania.com decided to have some fun with their fans.

Early this year, they were trying to come up with some ways to get more of their customers to like their Facebook page.   Their CMO was out doing some shopping (every great idea is not born in a brainstorming session!) and spotted those wax lips and wax mustaches that they sell in the candy section. She bought some and took them back to the office.

She was able to convince her CEO that it would be fun to send the lips and mustaches out to a list of customers who had not placed an order within a year as part of a Valentine’s Day effort.  In the package was the request that they take a picture of themselves wearing the lips or mustache and post it on the PostCardMania Facebook page wall.  Everyone who posted a photo would also get a free book written by the CEO.

500 packages were sent out. They increased their likes by about 50 people and had 20 or so clients add their photos to the wall. They also connected with their customers in a very personal, memorable way that generated a lot of goodwill.

On top of that — within 4-5 days of receiving the package — that list of customers placed over $120,000 worth of orders.

Here’s the takeaways for us in this little case study:

  • They never mentioned postcard or direct mail in their communication
  • They didn’t put together a long list of rules about what kinds of photos could be posted or who had to be in the photo, etc. They just opened the doors
  • There was no coupon, QR code or any sort of offer in the package

This is a great example of creating a love affair with your customer.  PostCardMania simply reached out with something fun and invited their customers to take part.  There was no hype, spin or sell.  They just were having some fun and voila — they sold $120K worth of stuff.

Delight your audience and watch what happens.  I dare you.

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How winning works

June 20th, 2012 · Books, Growing & Learning, Passion · 8 Comments

I know a lot of tough people but Robyn Benincasa has to be one of the toughest. She’s a member of the only all-female firefighting crew in the country and when she’s not saving people’s lives, she is a world champion adventure racer, a Guinness world record kayaker.  Oh yeah, and she started a non-profit [Read more...]

How badly do you want it?

June 1st, 2012 · Love affair with customers, Magic of Disney, Passion · 11 Comments

There’s a remarkable difference between wishing for something and the relentless pursuit of a dream. On this, the 65th anniversary of when they broke ground on Walt Disney World… I ask you this: What do you want so badly that you’d ignore all the nay sayers, tune out all of negativity, keep getting up every [Read more...]

How non-profits can get media coverage for their events

April 18th, 2012 · Media, Passion · 16 Comments

I was recently asked how a non profit can get one of one of their local TV stations to run PSAs to promote a fundraising event. Here’s what I replied: Most TV stations (and many radio stations as well) DO NOT donate a ton of time to run local PSAs because: Although they are bound [Read more...]

Marketing insights question: What’s your legacy sentence?

December 28th, 2011 · Business owner/leader stuff, Passion, Strategy · 10 Comments

What’s your legacy sentence? Over the next few weeks, as we head towards 2012, I want to get you thinking about your business in a new/fresh way.  I’m going to ask a single question in each post — but I’m warning you, these aren’t slam dunk questions. I’m hopeful that as you ponder my question — [Read more...]

Marketing insights question: Who is your ideal customer?

December 6th, 2011 · Customers/Clients, Passion, Strategy · 8 Comments

Do you really know your ideal customer? Over the next few weeks, as we head towards 2012, I want to get you thinking about your business in a new/fresh way.  I’m going to ask a single question in each post — but I’m warning you, these aren’t slam dunk questions. I’m hopeful that as you ponder [Read more...]

What Josh Groban can teach us about marketing

November 7th, 2011 · Marketing, Passion, Storytelling · 12 Comments

Josh Groban, the master marketer If you also follow me on Twitter or Facebook — odds are you know that I have an 18 year old daughter who loves Josh Groban and his music. This past summer was all about Josh for the McLellans.  We saw his concert in 3 different states, culminating in front row [Read more...]

What can the average Joe learn from Steve Jobs?

October 10th, 2011 · Business owner/leader stuff, Love affair with customers, Passion · 8 Comments

I can’t remember a world mourning the loss of a business leader like we’ve witnessed this past week after the announcement of Steve Job’s death.  The fact that FEEL the loss, that we GRIEVE this man’s passing and that we WORRY that no one can take his place tells you something. What other business leader [Read more...]

Do you take yourself seriously?

October 7th, 2011 · Agency life, Business owner/leader stuff, Innovation & Creativity, Love affair with customers, Passion · 5 Comments

At McLellan Marketing Group, we live by our core beliefs.  One of them is: We take our work seriously.  Ourselves… not so much. Let’s be honest here.  None of us save lives every day.  (Okay, if you actually do… you have my permission to skip this post) Sometimes, I think we need to just get [Read more...]