Drew McLellan, Author at McLellan Marketing Group

Best recession marketing tip — give it away!

March 10, 2009

Are you worried about sales? Have you had to lay off some staff? Are you scared about making it through the recession?

Give away your product or service.

I know it's counter-intuitive. There's nothing conservative about giving away your hard-earned wares. I'm not going to go all new age on you — but there's some magical that happens when you share what you have.

Here are some of the benefits:

You and your staff will be reminded how good you are. When sales are coming a bit more slowly or everyone is pushing you on price, it's easy to forget just how good you are at your craft. By giving it to someone who really needs it — they're bound to be effusive with their gratitude — and that feels good.

It's amazing word of mouth. In these days of doom and gloom media — who isn't going to love a story of genuine generosity? And what do you think the recipient is going to do once they enjoy your wares? Right — talk about it. To everyone and anyone.

It's a statement of faith and confidence. Think of it as a "screw you" to the recession. It's standing tall and saying…"we're not only going to get through this economic downturn….but we're going to do it by helping others. We're going to serve our employees, our clients and those who may not be able to afford what we sell — so we're going to give it away."

Want a concrete example? My agency, McLellan Marketing Group, just announced that we're taking applications for our 3rd annual Adopt a Charity program.

Here's how it works. Non-profits apply (they can download our application here) and we choose one in April. Then, for an entire year — we adopt them. Not only do we adopt them, but some of our business partners like Brackett Media and Event Services and Radio Garage also adopt them.

Over the course of the year, the charity will receive over $75,000 in free services.

Do you know a non-profit who could use a professional marketing squad for a year? Encourage them to download the application and get it in before the end of March.

More important — get out there and give the recession a raspberry. Give away a little of what you have. Share your expertise. You'll be amazed at how good it is for business. And your heart.

Three tips to creating a memorable trade pub ad

March 7, 2009

The beauty of the trade pub is that the niche is very narrow. You know it's aimed right at the heart of your target audience. It doesn't matter if we're talking about a business journal, Pharmaceutical Manufacturing magazine or Nutritional Outlook — there's a niche trade pub for just about everyone.

So once you find the right one, how do you make the most of your ad space?

Surprise them. A couple years ago, we did a series of ads for a client whose core audience is credit unions. If you open Credit Union Times, the bible of the industry, practically every ad has a credit card (or the ever popular hand holding the credit card) as the main visual. So as you can see by the ad to the right, we went a completely different direction.

We knew our visual had to stop the reader cold. It had to be unlike anything else in the publication. And it had to be something, that at first glance, had nothing to do with credit unions, credit cards or money.

Buy creatively. Talk to your rep about your options. Could you buy an insert instead of an ad? Rather than running one large ad, could you use the same rate to run to horizontal ads on adjoining pages so you control an entire spread? Could you get their subscriber list as part of the package?

The ad rep's job is to make you happy and successful. The better your ad works, they more money they stand to make on subsequent ads. So let them work for that money. Ask them to tell you about the 3-4 most creative ad buys (not the ads themselves) they've seen.

Don't buy at all if you're only going to buy one. Even if you have a very specific reason (trade show, one time sale, etc) for wanting to be in the publication — remember the need for frequency to capture your audience's attention. You can either run a series of ads with enough common elements that the readers will know they're part of a whole, or you can re-run the same ad. But….don't think your one hit wonder is going to do the trick.

Remember — if you don't have the patience or money to do it right (so it works), then find a different tactic. Why throw your money at something you know isn't going to be effective.

Bottom line: Trade pubs are a beautiful way to talk to a specific audience. But, only if you can actually get their attention. Use your creative, your ability to buy in a fresh way and some frequency to win the eyes of your target.

The truth is, most trade pub ads are utterly forgettable. So I'm curious….can you recall a great trade pub ad? What made it memorable?

Do you want to truly be a remarkable leader? (Win the book!)

March 5, 2009

I don't ask the question lightly. It's no small commitment. To genuinely be a leader, you have to go far beyond reaching your organizational goals or profitability targets.

To be an extreme leader, you have to be ready to love. As my friend Steve Farber would say…

“Real leadership is an extreme act rooted in love and motivated by a desire to create a better world…Truly great leaders in life become so because they cause others to be greater than themselves.”

In today's world…we need those kinds of leaders more than ever. Do you have what it takes to be one?

That's the challenge that Steve's new book, Greater Than Yourself puts on the table for all of us. In a style that is uniquely his, Farber's business parable takes on a journey we won't soon forget. Like his earlier books, Radical Leap (my vote for best leadership book) and Radical Edge — this book moves at an incredible pace and you'll find yourself completely enveloped in the story and the lessons within.

It's not just a feel good or inspirational read. You'll find actionable steps that will lead you to putting the book into practice.

There's also free resources to help you get started at the Greater Than Yourself website. Be sure you watch Steve's video interviews with Patrick Lencioni (The Five Dysfunctions of a Team, The Three Big Questions for a Frantic Family), and Matthew Kelly (The Dream Manager, The Rhythm of Life: Living Every Day with Passion and Purpose) and his own GTY project partner, Tommy Spaulding.

Get the book today. Pay for the super fast shipping. Then, prepare to be different and better leader.

I have three copies of the book to give away. To enter, leave a comment and if you will — tell us about someone who lifted you up to be even better than you were.

Update: Congrats to our book winners — Chris O, Peter K and Janet G.

5 tips on creating a good logo

March 3, 2009

Image via Wikipedia

It's hard to over-estimate the importance of a good logo. When they're done well — they can become shorthand for your entire brand or company. Sadly, most logos never achieve that status because they're not well executed.

If you're in the market for a new logo or want to evaluate the one you're currently using, here are 5 golden rules to follow.

Your logo should be very simple — remember it has to work in very small and very large sizes.

Many logos are designed by committee. And everyone wants to add one more element, thinking that the logo has to tell the company's whole story. In truth, your logo should clean and simple. It doesn't have to tell your story — it has to become a symbol for your story.

Your logo needs to work in just black and white.

Think of all the places a logo appears in black/white or just one color. It must be designed to work in those situations. In fact, you should view all of your logo design options in black and white and not add color until the final logo is chosen. If color is introduced too soon, it can influence your decision for the wrong reasons. If it doesn't work in black and white, color won't help it.

Your logo should not include elements that would be considered trite.

Have a business in Colorado? Do not have mountains in your logo. Run a business in Texas? Do not use the outline of your state in your logo. Other trite images? Globes, a for sale sign and scales of justice. If several other people in your industry already use a certain image — then you should not. Does Claire's Hair Salon really need to show me a pair of scissors? I don't think so. Trite = forgettable.

Do not use ordinary colors. Unless your company is ordinary.

There are literally thousands of colors to choose from. Go to an art store and ask to see a Pantone Book. You want the color/colors that convey the essence/emotions of your brand. Color can be incredibly subtle and connotative. Use that to your advantage.

Don't get too trendy. A logo should be relatively evergreen.

When you design a logo — it's for the long haul. So avoid trendy fonts and colors. Think long-term. You want to avoid the standard fonts but you also want something that is going to stand the test of time.

All of this logo talk making you wish you had a new one? Or had one? Well, stay tuned. On Saturday, I'm going to announce how one lucky reader will win a new logo design for their company.

Ready to start a rave?

March 1, 2009

A world wide rave is when people around the world are talking about you, your company, and your products. It's when communities eagerly link to your stuff on the Web. It's when online buzz drives buyers to your virtual doorstep. It's when tons of fans visit your Web site and your blog because they genuinely want to be there.

At least that's what David Meerman Scott is telling us in his new book, World Wide Rave.

This is a fun, smart read. It will scare you in some places, like when he hints that you should quit if your bosses won't let you create a rave — but the idea generating stories are worth the fright.

Want to create a rave? Better follow David's rules:

Rules of the Rave:

Nobody cares about your products (except you).
No coercion required.
Lose control.
Put down roots.
Point the world to your (virtual) doorstep.

You can trigger a World Wide Rave: Just create something valuable that people want to share and make it easy for them to do so.

In World Wide Rave, David Meerman Scott, author of the award-winning hit book The New Rules of Marketing and PR, gives you a ton of examples from all facets of life — big companies, start ups, non-profits and individuals — all who started a rave and shared their message with the world.

And….I have 3 copies to give away by random drawing. All you have to do is leave a comment and tell us…if you could create a rave about anything (work or not) what would it be about?

Mine? The importance of being an involved, connected dad.

Come on…leave a comment and you might win this Rave playbook!

Update: Congrats to Scott Howard, Rachel and Love that Rebecca — our 3 book winners!

The marketing whisperer ( a marketing lesson from Maggie the mostly lab)

February 26, 2009

You may remember that there was an addition to the McLellan family this fall — Maggie the mostly lab (no idea what she's mixed with.) And yes…that's her sitting on the deck table. And yes, I did tell her to get down. Now you see the problem.

Since her arrival, two things have happened. She's gotten a lot bigger. And she's gotten a lot less obedient. Think Marley and Me without popcorn or previews.

I took her to puppy school. Pretty sure we only passed because the instructor did not want us back. As she was standing on her hind legs, paws on the kitchen counter… eating what was supposed to be dinner (ours, not hers) and I am shouting at her (without her even blinking of course) I realized I needed more help.

So I found a dog whisperer. She doesn't call herself that…but that's who she is. She came by yesterday for our first "in home" training appointment and it was amazing. Truly amazing.

Within 20 minutes, she had Maggie calm, sitting and laying down without giving her a verbal command. While she trained the dog….she was really training me.

What she didn't realize is that she's also a marketing whisperer. Here were her key lessons for yesterday.

Dogs (potential customers) aren't going to pay any more attention to you if you shout. If you're not speaking their language, it doesn't matter how loud you are. Shouting just scares or irritates them.

Dogs (potential customers) will behave the way you want them to because there's something in it for them. We don't go to work because we love it, we work because of the paycheck. Show the dog (potential customer) what they get and they'll change their behavior.

Dogs (potential customers) need consistent behavior. It's what reassures them and makes them comfortable. When you behave erratically or there's lots of inconsistency — it scares them. They don't know what to expect or believe.

Dogs (potential customers) have very short attention spans. Better to train/talk to them in lots of 2 minute increments, rather than a single hour-long session.

There you have it….words of wisdom from our very own marketing whisperer. Which of those training rules are you breaking? Have you learned a tough lesson by breaking one of them?

Your actions always trump your words

February 23, 2009

One of the most important aspects of branding, in my opinion, is consistency. Inconsistency makes us nervous. It feels like something is off or wrong. Inconsistency begs us to keep digging, to see what the "real" truth is. Inconsistency suggests we're being played or lied to.

And…when faced with an inconsistency — actions always speak louder than words. Ever have someone promise you something…and then not deliver? Do you think of them as reliable or unreliable?

The actions always win.

I spent this past weekend at the Iowa High School Speech Association's All State Festival, where the best of Iowa's drama students get to showcase their talents. It was a remarkable display of talent and celebration for these high school kids.

At the opening ceremony, we were told in no uncertain terms that this was not a contest. Each of the 1,000+ students who would perform that day had already won the highest honor — they'd been invited to perform at All State. This was a celebration — a festival where we could and should put aside our school rivalries and enjoy each other's gifts.

But….in each category of performance (mimes, one act plays, etc.) there would be a critic present. That critic is a professional with a great depth of experience and expertise in the specific genre of performance and at the end of the day, they would select one performance as the "Critic's Choice."

Guess what — their actions (having the critics and giving out an award for Critic's Choice) made it a contest. No words or flowery speeches about collaboration and appreciation was going to change the fact that every kid (and coach) in the place now wanted to win the coveted Critic's Choice award. Who can blame them?

I'm not saying that having it be a contest was wrong. It was a fun part of the day. But, what I am saying is…when you say one thing and do another….your actions will always trump your words.

So….how does this impact us? Do you have a tagline that your employees don't really live up to? Does your brochure or website make a promise that you rarely keep? Do you promise to deliver on a specific deadline and then usually run a day or two later?

Words are dandy. But they are quickly dissolved by actions that do not match up. When protecting and building your brand…do not make promises you can't keep.

That sort of brand damage can be incredibly costly, if not downright impossible, to repair.

How do you guard against this in your business?

Knitting a brand in 3 steps (Peter Korchnak)

February 20, 2009

Drew's Note: As I try to do every Friday, I'm pleased to bring you a guest post. Meet another thought leader who shares his insights via the blogosphere. So without further ado…Peter Korchnak. Again. Enjoy!

How can small businesses build strong brands?

If brand is the sum of expectations and experiences, designing customer experiences is central to branding.

For three essential steps toward a successful and sustainable small business brand, consider Twisted, a yarn store in Portland, Oregon.

I toured the store with soon-to-be customer "Wonks R Us" Eva Schweber. Emily Williams, who co-owns Twisted with Shannon Squire, greeted us, offered to help, and eventually found a moment to chat.

Step One: Plan, plan, plan

In Emily's words, “We are both willing to work like the dickens and we share a common vision for the company. Although neither of us had business experience, careful, even obsessive, planning has served us well in avoiding many pitfalls. We're doing great.” Enough said.

Step Two: Understand your customers

“Our customers are people like us,” Emily said. “The new wave of knitters, people who are connected, blog, tweet, network online, download projects from Knitting Daily, and generally keep track of what's hot in yarns. We love serious knitters – people who call themselves knitters, rather than just people who knit.”

Step Three: Design a consistent individual and community experience

Brick-and-mortar Twisted

The front of the store hosts a living room space where customers sat in couches around a coffee table, knitting and chatting. Some sipped on one of the many teas, including custom blends like Battlestar Galactica and Dr. Horrible, available from the tea bar. Others took advantage of free wi-fi.

Yarn here is a means, not an end. Twisted communicates benefits, not features: while most yarn stores stock wares by color, fiber or weight, the organizing principle here is purpose: socks (The Great Wall of Sock Yarn), baby clothes, and scarves/sweaters/hats. Twisted prefers natural and local products, and carries a limited yarn assortment. Accessories, kits, supplies and literature have dedicated racks and shelves.

Around the store, fliers announce Twisted classes (“Basic hat class”, “Continental knitting”), and events (“Open Knitting”, “Queer Knitting Night”). As Emily confirmed, “We love to interact with our customers.”

Twisted online

According to Eva, “Twisted has an amazing online word-of-mouth.” A simple, clean, and informative website anchors Twisted's online presence, with add-ons like an e-newsletter and a blog. Twisted is also on Twitter. Most importantly, Twisted has its own lively 392-strong group on ravelry.com, a closed social networking site for knitters, where members share projects, exchange advice and photos, and discuss updates on products or patterns. The Twisted website proclaims, “[Ravelry] is the best thing ever!”

Twisted visual identity

Emily and Shannon decided early on that their company's look should reflect their brand, not define it. “People shouldn't notice the logo,” Emily said. “Our visuals should be organic to the entire experience with our brand.”

The store's interior exudes a friendly and relaxed atmosphere, feeling welcoming and warm on this January evening. As I was leaving, mere 94 minutes after I, a non-knitter, first arrived, Eva and Emily were still conversing about knitters and projects they both knew, and a couple pulled up chairs to join the knitting circle.

Peter Korchnak is the principal of Semiosis Communications, a sustainable marketing company based in Portland, Oregon. As the writer of Sustainable Marketing Blog, he champions branding through customer experiences and community building as a marketing strategy. He's one of the 100 co-authors of "Connect! Marketing in the social media era” out on Blurb.com on April 6, 2009.
.

Every Friday is "grab the mic" day. Want to grab the mic and be a guest blogger on Drew's Marketing Minute? Shoot me an e-mail.

Image credit: “pretty socks that rock at twisted” by cafemama

Say it without words

February 17, 2009

I have written before how a headline can make or break an ad.

But that's only half of the one-two punch you use to get someone to read your marketing messages.

The visuals (photo, illustration, etc) that you use in your print ad, blog post or other marketing piece will also dramatically impact readership and memorability. (what story does the photo on the right tell you?)

Here are some do’s and don’t of maximizing your visual's effectiveness.

Look for story appeal. The man with the eye patch added mystery to the Hathaway shirt advertising for over 20 years.
Be simple. One big picture works better than several smaller ones. Avoid clutter.
Show the result. One exception to the one picture rule would be before and after shots. This is a great way to demonstrate product superiority.
Don’t be afraid to caption your visual. Readership of captions scores very high. If you think adding a caption will really drive home your message – do it.

Your copy can really get into the nitty gritty of your product or service. But, first you have to entice the reader to your copy with headlines and visuals that grab their attention. Don’t waste good copy by mixing it with boring headlines or common visuals.

Instead, grab ‘em and keep ‘em!

What's the most striking visual you've ever seen on a marketing piece or advertisement?

Are you where your customers are looking?

February 14, 2009

According to research from Webvisible and Nielsen:

63% of consumers and small business owners turn to the internet first for information about local companies 82% use search engines to do so

But…. only 44% of small businesses have a website
And…less than half spend less than 10% of their marketing budget online

So the question is….if you don't have a decent presence on the web and if you aren't doing what you can do to influence search engine placement — how many times a day are you being completely unnoticed?

What are you going to do about it?

« Previous 1 … 93 94 95 96 97 … 180 Next »