Strategy Archives - Page 20 of 53 - McLellan Marketing Group

Wow…gutsy TV spot! But will it sell?

March 20, 2009

Which creative treatment would catch your attention?

Check out these two videos for Quattro for Women, with the bikini area trimmer. The first one is pretty much how you'd think they would introduce the new product. It's about 90 seconds long so I am guessing they trimmed it down for a TV spot are using the longer form on their website. The second….well, it's not what I would have expected. (Feed readers and e-mail subscribers, please click here to view videos.)

So what do you think? One is incredibly safe…the other, not so much. But, which one do you think will actually sell more razors?

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Word of mouth is a two-way street!

March 16, 2009

Let’s face it, stories about shoddy service, a product that flopped or a clerk who was the epitome of rude make much better stories than when things go well. It's basic human nature.

When was the last time you heard about good hospital food? I rest my case!

We all know the power of word of mouth advertising, but what do you do when your customers are telling stories you’d rather not have seep beyond your door?

The best defense is to clearly communicate that your business wants to hear when things don’t go according to plan. Let them tell you, rather than 137 of their closest friends.

Offer satisfaction guarantees.
Always ask, at the end of a transaction, if the client is happy with the results.
Do follow up contacts, by phone or mail to verify that the customer is still satisfied.
Point blank ask if they would refer you to their friends or colleagues.

Of course, you can do all of those things, but if you don’t actually listen and respond to concerns and complaints – don’t add insult to injury by asking. That just makes for a better story.

Look around your business. Check your invoices and receipts. Re-read your “welcome” letters or official business literature. If you were a brand new client – would you immediately recognize that your business was open to hearing complaints?

Take steps today to make your business one that encourages grumbling, grousing, complaining and whining.

Not only will you stop the viral spreading of the bad story but you’ll probably improve the buying experience for all your customers and generate more of that good word of mouth you’re hoping for!

How do you currently ask for feedback? What's the most creative/compelling tactic for getting feedback that you've experienced?

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Word of mouth marketing is about spreading the love

January 22, 2009

And when your customers love you….that relationship is like steel. It's recession proof, low ball price proof and it's one you will both keep and enjoy for years to come.

With that lifelong belief in my head, I traveled to Chicago to attend GasPedal's Word of Mouth Crash Course. Andy Sernovitz is a bit like a WOM preacher. Dressed in black, he stood before the workshop crowd and told us the good word. I am paraphrasing a bit, but…

“I love word of mouth because it’s about making our customers happy. It’s not something that can be bought or faked. It rewards companies who want to do it right and who care about their employees and their customers. Word of mouth must be earned and if you do it the wrong way, you’ll be exposed as a poser. If you do it right, you will be rewarded with customers who become your fan base, rather than a target audience.”

Amen Brother!

This is the same gospel that I’ve been preaching for years, both here at the blog and to the MMG clients. You can’t be a good word of mouth marketer if you don’t understand your brand. It has to come from your organization’s heart and sweet spot.

I thought I’d make Thursdays Word of Mouth Marketing Day here at the blog for a bit so we can explore some of what I re-learned at GasPedal’s event.

I want to encourage you to do this today. Yes, today.

Ask someone. Ask them to give you feedback. Ask them to introduce yourself to someone new. Ask them to take a free sample of your product and share it with someone else. Ask them to bring a guest for free next time they visit your establishment. Ask them to share your free white paper. Ask them to tell you what they love and hate about your service.

Use surveymonkey.com, a photocopied form, a call to a former client, a bill insert, a coupon, a free something. But somehow, someway….ask the people who already love you to help you get better. You will be amazed at the results.

In terms of the day itself, I’ve been doing this stuff for 25+ years, but I walked away with an entire page of “should try” ideas, “must do” actions and lots of good reminders and reinforcement. I took more general notes in the workbook, but I kept an action item list separate — and it filled a page. Even for this old dog – it was time very well spent.

My only complaint and I suppose in some ways it’s a backhanded compliment is that it was too much. The Gas Pedal team tried to pack so much into the day, it was a bit of overload. One of the things I was most looking forward to (each person actually creating an action plan for a specific project) didn’t get done, because there was so much content and discussion. We started at 7:30 am and by 5 pm, I was absolutely brain dead. Actually, I was brain dead by 3:30, but hung in there until the end.

But, that feels a little like complaining because you got an extra dessert.

I can’t think of a company or marketing pro I know who wouldn’t benefit from the day. I would have liked more B-to-B examples and it might make sense to do an all B-to-B class, just so everyone is talking about the same kinds of scale and challenges, but even with that said – this is a workshop you should put on your calendar for 2009. They’ve got a special discount code (CCalumni) that will get you $250 off.

Fresh, sustainable ideas, new tactics that will turn your customers and prospects into fans, and $250 discount. What more could you ask for?

Disclaimer: Andy invited me to audit the workshop for free. I paid to fly there and stay in Chicago but he graciously waved the registration fee. Hopefully you all know me well enough to know, if it sucked, I would tell you anyway.

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Could you get customers to buy even more?

January 20, 2009

I'm heading to Chicago today to attend Andy Sernovitz's day long World of Mouth Crash Course on Wednesday. (I'll tell you all about it when I get back.) The event begins with a dinner tonight and then 10 packed hours of no doubt some serious learning and some serious fun.

So…I get to stay overnight in Chicago, one of my favorite cities. And it also boasts one of my favorite hotels — Hotel Burnham. I made my reservations online and within an hour or two of receiving my confirmation e-mail, I also received what I am calling the upgrade e-mail.

The strategy is simple. I have already made a purchase (or in this case, a reservation) and now they're going to invite me to upgrade my purchase for a small additional fee.

The airlines have been doing this for awhile, selling more legroom, exit row seats, etc. But I am seeing more and more businesses of all varieties using the same technique. It's much easier to get someone to spend a few more dollars as a perk, than it is to get them to choose the deluxe option from the get go. Or in most cases, they probably didn't even consider the deluxe option or know it existed.

So here's the interesting question. How could you use this sales technique with your customers? Do you think this only applies when you have a product to sell or could service industries use it too?

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Do we have to over think everything?

January 16, 2009

I spent several hours on a recent Saturday with a 25 year old entrepreneur. What struck me the most about him was how quickly and nimbly he moved from idea to action.

I'm not talking huge actions — but test the water actions.

I think many companies suffer from "Overthinkitis." By the time they have vetted, committeed and white papered an idea…it's not new anymore. In fact, someone else launched it 6 months ago.

One of the biggest benefits of the digital world is that we can leap from idea to action quickly and often — inexpensively. We don't have to vet it in a boardroom — we can vet it in the market.

I'm challenging myself and you — let 2009 be the year that you move from thought to action faster and with more of a "lab experiment" mentality. Don't wait until it's perfect. Stop thinking…start doing. And start doing — faster.

John Moore at Brand Autopsy has an annual tradition. On New Year's eve, he posts Bruce Mau's Incomplete Manifesto for Change. Bruce is a remarkable design consultant who first crafted his manifesto in 1998. Bruce's manifesto captures the spirit of this idea far better than I could.

Please take time to read it. Better yet — take time to do it.

What's one idea you want to quickly take to action? Could you do it in 10 days? Tomorrow?

Update: Jay Heyman's brain is on the same wave length.

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How do you tell if your social media consultant is the real deal?

January 9, 2009

Image via Wikipedia

Awhile I ago I suggested that it might not be a brilliant plan to hire a consultant or agency to help you with your social media strategy if they can't document that they've done more than learn the buzz words.

Would you want to be a surgeon's first patient? On a pilot's first flight? So why should you be someone's social media guinea pig?

But if you're new to social media, how do you determine who's blowing smoke up your skirt and who's the real deal? Beth Harte put together a remarkable checklist of what you should be looking for and you're going to want to read her whole list.

But here are some basics, in my own words:

Does not believe that every company should (or can) blog. Nor do they believe that the blog is the be all and end all.
Constantly reminds you (if you need reminding) that social media is a tool, a medium. Marketing basics like understanding your brand and having something of value to share/say still apply.
Have a proven, successful social media strategy for themselves/their agency. If they can't or haven't done it for themselves, why in the world would you think they can do it for you?
Helps you weave your social media strategies into the rest of your marketing plan. Social media should be a part of the whole, not a whole new thing.
Doesn't promise that social media efforts are so incredible they're going to protect you from the recession, a mediocre product or male pattern baldness.

Bottom line….you want an agency or consultant who is bullish on social media but doesn't believe it's the holy grail. They can integrate these tools with the rest of your marketing efforts and you know they can do it for you….because they did it/are doing it for themselves.

I just scraped the surface. Check out Beth's post for the drill down.

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Is this the year of the customer?

January 8, 2009

I've long lamented the fact that companies find the idea of marketing/talking to their current customers as less sexy or valuable than the chase for new business. The reality is, most companies spend backwards.

They invest the most money on strangers they hope will become customers
They spend a little money on current customers — taking their business for granted
They spend little to no money on their employees, who either deliver the brand promise and delight the customer…or not so much.

Looks silly, when you see it spelled out that way, doesn't it? I believe the recession, the employee shortage (which has been temporarily delayed because of all the layoffs) and the new consciousness in terms of fiscal responsibility may finally make this the year when organizations begin to recognize the value in investing in their current customers and employees.

Around the internet….I have been initiating some conversations around this topic.

What will be different in '09? Over at Small Business Branding, I offer up the idea of surveying clients you lost in the course of '08. It's a tough love sort of assignment, but it can really open your eyes in terms of what needs to be different in '09.

How long will it take? At Marketing Profs Daily Fix, I worry that business owners are going to be so anxious about their spending that they're going to expect results that just aren't achievable or they're going to expect the results instantaneously, rather than giving their marketing time to grow roots. The comments section really digs into the talk to your current customers aspect so don't miss that part.

Dance with the one who brought you. One of the comments by James Hipkin in the "how long will it take" post inspired me to dig deeper into the idea and value of focusing more of your marketing efforts on your current customer.

So go check out those conversations and then come on back and let's talk about how we can communicate more often and more effectively with our current clients.

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Grow or die?

January 4, 2009

January is the goal-setting month. But, the truth is, most companies don't do it very well.

They look at their numbers (gross sales, # of employees, profit margins, etc) and with a mix of industry knowledge and wild assed guess – they project a percentage increase.

We will increase our gross billings by 7% and our profits (through additional efficiencies) by 10%.

And then they scramble to figure out how to get that done.

Sound familiar?

How are we defining growth?

We've all heard the phrase "grow or die." But maybe grow doesn't mean grow bigger. Maybe it means grow better. Move from good to great. Refine and define your brand. And then figure out how you are actually going to live and honor it.

Jay Ehret wrote a very smart post about this topic at his excellent blog, The Marketing Spot. Please make time to read it.

So if you're still with me – answer these questions.

How do you grow better in 2009?

Define (if you haven't) or revisit (if you already have defined) your brand. How are you actually bringing it to life?

How are you going to invest in your employees this year? How will you get the brand from your brain to their hearts?

How can you involve your customers in your pursuit of better?

What do you think? Could this be the year you get better? If so…how did you answer some of the questions above?

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5 musts of business blogging

December 15, 2008

Just about every day at McLellan Marketing Group, we’re working with clients who want to explore social media and what it can do for their company. And almost all of them think they want to blog.

Not so fast.

I think one of the most irresponsible things we (MMG) can do, is simply give them the keys to a blog and set them off. Because many of them will end up in a ditch. Not because they’re not competent and capable. But because not every one or every company should blog.

Before we’ll build them a blog and teach them how to engage it….we review the 5 musts of business blogging and walk them through each step. If they can get through all five, they’re probably a good candidate to blog.

You must have a clear purpose.

The why sets the tone for everything. Who are you going to talk to? What types of things will you write about? Who should be writing? How will you decide if it’s working or not?

Way too many companies launch a blog simply because it’s the cool, new things to do. Really bad idea. Don’t do a thing until you have a vision for your blog.

Listen at least twice as much as you write.

Good bloggers are good blog readers. They read inside their own category and they read blogs that have little to do with their core competency. They read smart writers. They reference smart writers and they create a network of smart bloggers, inside and outside of their profession.

Jump into conversations and add value.

Most beginning bloggers believe that all they need to do is write their blog posts and voila, a following will show up. Rarely.

You earn your stripes and the respect of other bloggers, readers and the like at other people’s blogs long before you can earn it at your own blog. A good blogger is not only a frequent reader…but a frequent commenter.

And “great post!” doesn’t count. When you comment — add to the conversation. Do that consistently and you will entice people to your own blog. Skip this step and your blog becomes a dusty monologue.

Write and then write some more.

The tech blogs seem to have a new post every 5.7 seconds. For the average business blog, that would be insane. But 3 to 5 on topic, on target posts a week is what it’s going to take create the stickiness that will attract and keep readers satisfied.

We’re not talking thesis papers here. Blog posts should focus on one teachable message or thought. Short and sweet (shoot for 300 words or less) wins the day most of the time.

Be in it for the long haul.

Business blogging is not a quick fix. It’s relationship-based, whether that’s your relationship with your readers, with other bloggers, or with the media — it’s all about connecting.

If you’re looking for an insta-success, try something else. Even if you do everything just right, it’s going to take some time and discipline to create a community.

If you’re not going to give it a year, don’t give it a start.

Whew…if that hasn’t scared you off, then you’re probably a pretty good candidate for a business blog. Let us know if we can help.

And, a hat tip to my blog coach Mike Sansone. I learned all of this stuff at his knee a few years ago and keep on learning from him today.

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Does being good make you invisible?

December 11, 2008

I hope you’re not good. Good is fine. Acceptable. Meets my expectations. Good is boring. In fact, for most of us — it’s invisible.

When was the last time you told a friend about an experience you had that was good? A meal that was good. Customer service that was adequate. Nothing wrong…but nothing special either?

You didn’t — right? Something extraordinary (good or bad) needs to happen to get you to tell someone about it.

We don’t notice, let alone talk about the ordinary. The expected. The good enough. We don’t get excited unless something extraordinary happens. That’s how we live our lives as consumers.

But when we put on our marketing hat, we’re astonished that the marketplace doesn’t applaud our efforts every day. Truth be told…many organizations are satisfied with just delivering satisfactory.

You don’t have to create a circus in your consultation room or have minstrels wandering through your store. You don’t have to serve gourmet snacks outside the dressing room. But you do have to find a way to infuse something remarkable into your product or service.

Now here’s the tricky part – it also has to be genuine. Consumers are not only jaded but they’re smart. Rightfully so – they hate being manipulated and they can spot insincerity a mile away. So a manufactured moment feels forced and insulting. The trick to creating the extraordinary is that it needs to come from the heart. The heart of the organization. Your brand.

It’s not as hard as you might think to take the leap to extraordinary. Take stock. Scrutinize every time you interact with a client and let your imagination off its leash. How could you change that moment and go beyond good to reach for spectacular? What would feel special and genuine from both your customers and your employees’ point of view?

What could you do that’s worth talking about?

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