Eye Candy – May
Here is a continuation of our “Eye Candy” feature post. The following quick hits of inspiration are provided by Trina Mousseau, Creative Account Specialist at Inventa, and Director of Membership for the BCAMA.
1) The Sound of New Business Generation
How a Marketer Does a Sales Pitch
Written by Andrea Baxter, the Founder & Principal of Bratface Marketing, a boutique marketing firm. She provides innovative marketing solutions including branding, strategy, communications and team building skills to organizations from small, independent companies to larger public corporations.
You can follow Andrea at @andreabaxter or contact her at Andrea@bratfacemarketing.com
Through my years as a marketer, I have never had to do sales, in the traditional sense. I’ve never really pitched business or gone out there to sell something to someone. I guess as marketers, we do sell indirectly at the end of the day. And when I told a former colleague of mine that I hate sales (Tyler Wright), his response was: “You need to hire a cheesy sales guy with a goatie, a golf shirt and a permanent bluetooth! It’s the only way to go.”
Ummm not sure that really is the best way to go…but thanks for the advice nonetheless.
I don’t like sales, and I don’t pretend to know that I am an expert at sales, because I am not. But in order to grow this business on my own and bring in new business, I have to suck it up and just do it because no one else will. If only we were all as ballsy, provocative and ego-driven as Donald Draper from Mad Men. What is the art of the sell anyway? Sure sales people are good at it but are they really speaking the truth when they sell a product or service? Most people would answer ‘no’ to that question. In my opinion, there is more in a sales pitch then just making a quick buck.
One thing I have learned in this business is that I am better at certain parts of selling than I thought. When you take out the whole sales side of it, I realized I am selling not just my services but my story, my background, and my integrity. I have learned some lessons about a sales pitch and I wanted to share them with you…my audience…my followers.
1. Sell Outside of the Box – Drawing outside of the lines is something I live by and have done since I was a kid. I have never been one to always play by the rules nor have I taken ‘no’ for an answer (much to the chagrin of my parents). Most of the time. I always need to prove a point (I am a Taurus after all) and I find that it has helped in selling my business and my skills. Don’t be afraid to sell to individuals or companies that seem out of reach. Sure they may be big, global companies that others believe you are wasting your time with, but I beg to differ. I have pitched companies all around North America that I figured I didn’t stand a chance with so much as even garner a response. But I got one and in some cases, more than just that. I figure even if I don’t have their business, they know me and I’ve therefore made an informal introduction. You never know what it can lead to down the road…
2. Don’t Just Sell. Acknowledge & Congratulate – I do a lot of pitching through email because it’s convenient and quick. I don’t just sell my services, I make sure to include some mention of a recent article, award, accomplishment – you name it – that the company/person I am pitching has received. It shows that you have done your research, taken an interest and made the pitch not just a sales pitch. People you are pitching want to know that you are up to speed on what is going on in their company. You also want them to know that you still read a newspaper…even if it is through Twitter or a Kindle:)
3. Be Human – sounds like a simple thing do to, but a lot of people get wrapped up in all the ‘professionalism’ when they are pitching someone. Sure you have to be professional in your approach, but the people you are pitching are also looking for some realness behind all of that corporate nonsense. Make sure how you write or say your pitch makes sense and is funny and relevant to your email. It allows you to stand out of the crowd and be different. Remember Apple’s slogan back in 1982? It was “think different“. If it can work for Apple, it can surely work for you.
4. Keep It Brief – This seems like an obvious one but you would be amazed how many times I have gone into great detail and length in an email pitch, only to kill half of what I wrote the next after reading it through! I tend to write like I talk but before I hit that send button, I make sure it is brief and to the point. There is nothing worse than to have the person receiving the email go “no thank you, I don’t have to the time to read this”. Think of your pitch as a press release. Keep all the relevant, pitch worthy information towards the top so the recipient can get the gist of your email from the get-go.
5. Meet In Person – A lot of people I talk to are amazed at how many face-to-face meetings I can get just by an email pitch. This is by far one of the most important aspects of my emails. If I am pitching someone in my city, I would much rather have a coffee with them in person so they can see the real me and put a personality behind the email. If I am not in their city, I make sure I let them know when I am in their area on business so I can meet up with them. This shows people initiative and the fact that you are taking the time out of your busy schedule to meet with them one-on-one and vice versa.
6. Referrals – the oldest trick in the book! If you are trying to connect/pitch with someone who already knows a friend or colleague of your’s, then be sure to mention this at the top of your email. This will give you that one degree of separation, and they are more likely inclined to respond since you already have someone in common. It also helps break the ice too, as you now have one other thing in common. I will give you an example. I am in NYC a lot for business, and I wanted to connect with this one lady whom I found on LinkedIn. I thought I could sit down and have a chat over some coffee when I was in the city. Her resume is like a goldmine…former SVP, Marketing at Wal-Mart, SVP Marketing at Chrysler Motors, regular contributor on Fox News and much more. Not to mention the numerous accolades for her work. I noticed she shared a connection with me, so I used that as my in. One day later, I received a personal email from her saying thank you, that she had heard of my business and that she would love to sit down and chat business when I was in town. Probably the easiest thing I’ve done for something that seemed impossible.
As I continue on this uphill battle of pitching, I know as I continue to do so, it gets easier. What I know for sure though, is that there is always room for improvement. I would love to hear your thoughts and advice on this. Please leave them in the comments section to this blog post.
For more upcoming posts, you can follow me @andreabaxter.
Soap, Sex and other Edgy Insights
A few years ago I was working on a research and strategy project for one of the world’s largest soap manufacturers. One particular interview from that study has stuck in my mind. It started simply enough – a young woman describing the drama of her life and how showering seemed to fit in. She described the way it felt when you rub soap over your skin in the morning, and the sense of satisfaction a late night shower delivers; washing away a drunken night on the town.
And then, unexpectedly, she leaned a little closer and let out a secret. “You know” she said, “I like to put bars of soap in the drawer with my panties. They smell nicer that way.”
Now what do you do with an insight like that?
Sticking with sanity
As marketers and market researchers, we tend to like rational results; answers that can be easily explained. People want lower prices. Product quality is important. Customer service is essential. When we’re faced with insights that seem strange, or don’t fit with our existing ideas, the natural reaction may be to dismiss them or label them as fringe.
According to Prof. Zaltman from Harvard University, “over 80% of all market research serves mainly to reinforce existing conclusions, not to test or develop new possibilities.” The implication from this finding is simple. In an attempt to play it safe and deliver what is expected, marketers may be missing out on some of their biggest opportunities.
Exploring edgy insights
When archaeologists are interested in understanding a culture, they often move beyond the palaces and places of worship, and turn their attention to the trash. It can be messy work, but hidden amongst the shards of bone and broken pots exist deep insights into everyday life.
The same is true for market researchers. To get to the heart of what motivates people, we often needto go beyond logical answers and start digging amongst the ‘mental mess’. For example, in morphological research, we’re encouraged to assume the presence of ‘meaningful Gestalten’ even when things initially appear to make no sense. Simply put, we don’t dismiss anything. Instead, we assume all insights may be part of a motivational pattern and we keep digging.
Why marketing success may involve edgy insights
All of this brings me back to the start of this post, and one woman’s soapy secret. As market researchers, we were faced with an insight that didn’t initially make sense. But we dug deeper, and came to understand that soap motivations extend far beyond quality and price.
How we wash is heavily influenced by social norms, sexuality and our state of mind. We found that opportunities for soap go beyond moisturizing methods, touching topics like body image (think Dove), sexual angst and exploration (think Axe) and how washing can help create a mental transformation (think Original Source).
So how did we deal with that particular soapy secret? We kept digging. And in doing so, we began to understand and uncover some very exciting market opportunities.
By Nick Black. Vice-President at Concerto Marketing Group, Nick has lead market research and strategy projects across Australia, Asia and North America. You can read more about his work at: http://nickblackonblack.blogspot.com
Key Considerations for Launching a Social Media Strategy
More and more companies are embracing digital and social media as an opportunity to engage and deepen relationships with customers, augmenting or even replacing traditional marketing strategies. A recent example, rather move forward with a traditional Super Bowl TV spot, Pepsi launched the Pepsi Refresh Project. Through the $20 million crowdsourcing initiative, which will no doubt be a marketing case study, people are enticed to submit and vote on ideas that will have a positive impact on society. The best ideas will receive grants ranging from $5,000 to $250,000 each.
Pepsi is just one many companies endeavoring to be more innovative in an increasingly fragmented media landscape. Such innovation is now a necessity, as brands strive to break through and achieve relevancy in the mindset of modern consumers. However, before going full on in digital and social media, there are some very important questions companies must ask themselves.
1. Is the strategy aligned with the brand and overall marketing plan?
An interactive social media strategy should be created and executed in proper alignment with the overall brand strategy. Keeping in mind that social media is based on two-way dialogue, companies must ensure that the brand identity is upheld and in each and every interaction. Like any medium, desired messaging must be consistent with other components of the marketing plan. Social media should not be a standalone strategy, where possible companies should consider integrating it with other mediums. For example, a print ad could drive people to a Facebook fan page, with a proper incentive that consumers find to be of value.
2. How will the social media efforts be measured?
As with any marketing strategy, metrics are important. While it is always valuable to determine ROI on a given campaign, social media measurement should be considered a bit differently. Effective social media engagement strategies rely on word-of-mouth. As such, companies need to monitor the conversation that is occurring. What is being discussed? What is their share of the conversation, for a particular market segment? How often is their product and/or service being recommended?
The 4Ps have evolved into the 4Cs – content, connections, community and conversations.
Here is an overview of online buzz generated from this year’s Super Bowl commercials, courtesy of Mashable.
3. Are the necessary resources available to execute?
Companies need to consider whether they have the knowledge and skills necessary to properly execute a social media strategy, either internally or with partner agencies. Social media is much, much more than possessing an understanding of Facebook and Twitter – companies that rely on that as a basis for “expertise” are only setting themselves up for failure. As a side note, in May 2009 a search of Twitter profiles revealed that there are 4,487 self-proclaimed social media experts. As of December 2009, there were 15,740. This represents a three and a half fold increase, within just six months! Yikes! Drawing a parallel, I’ve been skiing most of my life, so I suppose I should be trying out for the World Cup circuit right now, shouldn’t I?
Of course, there are many top social media pros who stand out from the crowd, I am fortunate to know some of them. In building resources to execute social media program, an understanding of both social media and marketing fundamentals is important.
What are your thoughts? What should companies consider when developing a social media strategy?
Eric Buchegger is the BCAMA Director of Social Media. Read his marketing insights blog at www.ericbuchegger.com.
Crowdsourcing: An Overview
Crowdsourcing is a term that many people have heard of over the last couple of years, yet there still seems to be some unfamiliarity with what it is. I thought I would provide an overview, with some contextual examples as they apply to marketing.
Made possible by Web 2.0 technologies and social media, the term was coined by Jeff Howe in a 2006 Wired magazine article. In essence, crowdsourcing is a problem-solving model in which particular issues are communicated to an audience of unknown participants, as an open call for solutions. The audience submits proposed solutions to the problem, and often times is tasked with sorting through the solutions, selecting the best one. For a full overview of crowdsourcing, Wikipedia has an excellent article.
From a marketing standpoint, executed properly, crowdsourcing can be an excellent method of engaging audiences with a brand. By providing a mechanism for feedback and interaction, brands can foster greater loyalty and sense of ownership. The caveat, however, is that for crowdsourcing to work, companies must show that they are willing to embrace and enact on the solutions that audiences propose. Companies can also go further by rewarding those who submit solutions that are implemented.
Several companies have successfully leveraged crowdsourcing as part of their marketing efforts.
Dell, some time after having suffered an online PR disaster, created a forum for participants to contribute and vote on ideas – www.ideastorm.com. The website currently attracts 15,000 users a month. So far, they have implemented over 350 of 13,000 ideas submitted. Here is a promotional video for the website.
[youtube=http://www.youtube.com/watch?v=Y0SOXW_K56w]
Venerable consumer giant Procter and Gamble has also made a foray into crowdsourcing. They host contests on online research and development communities, inviting the public to submit solutions related to product design or new ideas on it’s connect + develop website. So far, more than 30% of problems posted on InnoCentive, one of the community sites P&G uses, have been solved. The Swiffer, a major revenue generating product, came from P&G’s crowdsourcing initiatives.
Have you implemented or contemplated implementing a crowdsourcing strategy for your brand? Do you have any crowdsourcing examples that you’d like to share?
We would love to hear from you.
Special thanks to chaordix for providing crowdsourcing case studies. They have more available on their website.
Looking forward to 2010 and beyond
Ten years ago at this time, on New Year’s Eve 1999, there was a significant amount of uncertainty worldwide regarding potential computer failures. Ah yes, the infamous Y2K bug. It was also a time for reflection and anticipation, particularly given that it was not just the dawn of a new year, but also a new century.
It is amazing to look back and observe the innovation and changes that have occurred over the past ten years.
From a marketing standpoint, we have witnessed a number of things, including:
- The rise of Google and the importance of search engine optimization. “You are what Google says you are”. Try typing in the name of your own brand, or heck even your own name, and see what you get. As many as 59% of online consumers now use search engines as a source of researching product information. How did I find that stat? Well, using Google, of course!
- Media fragmentation. Over the last decade, there has been a significant increase in the number of available methods for communicating brand messages to target audiences. A recent global study revealed that, for the first time, the Internet is more popular medium than TV. Now, more than ever, companies need to figure out who their target market is, and determine the best methods for engaging them.
- Social media. Some companies, such as Starbucks and Ford, have done a great job at leveraging social media to truly engage consumers, deepening relationships and enhancing loyalty. However, it seems that many companies and their respective agencies are still trying to grasp the power and potential strategic applications. See Motrin and Toyota. With countless blogs, and tens of millions of people using social networks such as Facebook, MySpace and Twitter, social media is here to stay. Your customers are talking about you. Have you joined the conversation?
- The long tail. Made possible by the Internet, and popularized by Chris Anderson in a 2004 Wired magazine article and his book “The Long Tail: Why the Future of Business Is Selling Less of More”, companies such as Amazon have achieved success through a niche selling strategy of selling a large number of unique items in small quantities. This has resulted in some new marketing techniques, including the strategic use of word-of-mouth and viral marketing.
- Mobile access and smartphones. Smartphone usage and WiFi access is increasing worldwide, and so is mobile commerce. Consequently, companies must consider optimizing their websites for mobile access. Opportunities also exist to develop marketing strategies involving mobile applications and augmented reality.
These are just a few highlights that came to mind, as you know there are scores of others.
As I write this, on New Year’s Eve 2009, there is a great deal of uncertainty about what the future holds for marketing and advertising. However, there is also significant opportunity for companies to thrive – leveraging new mediums and technology to grow awareness for their brands, as well as engage and deepen relationships with consumers.
The computers did not stop working on January 1, 2000, and the sky is not falling right now. Far from it.
It will be interesting to see what the next ten years have in store. What are your predictions? Please feel free to share your thoughts here. It would also be great to hear your insights on the decade that just passed.
Wishing you all of the best for a successful and prosperous 2010.
Eric Buchegger
BCAMA Director of Social Media
Getting past the seven stages of economic grief
by Jim Carroll
Given the economic challenges that swirl around us and the rapidity with which the events of the fall of 2008 unfolded, a unique and challenging mindset seemed to quickly envelope many organizations:corporate idea factories were turned off, and innovation paralysis settled in.
The result is that we’re not just in an economic recession – we’re entering another idea recession, similar to what occurred with the last downturn starting in 2001.
And when it comes to marketing and branding, there couldn’t be a worse time to let this happen, given the fast-paced now occurring. There’s a flood of new ideas around interaction, advertising methodologies, social networking opportunities, branding micro-sites. We’ve got a flood of ideas, but are people prepared to pursue them?
Here’s a reality : while many organizations are focused on hunkering down and micro-managing their way through the recession, others are busy pursuing breakthrough ideas that will vault them into the forefront as the inevitable economic recovery comes our way. This has happened many times before: many people miss the fact that an economic downturn provides a great opportunity for innovation. After all, companies like Burger King, Microsoft, CNN and FedEx all started up during a recession. Many of the ideas that led to Web 2.0 started during the dot.com downturn — Facebook, Youtube and Myspace come to mind.
Recession a perfect opportunity for “disruptive innovation”
In November 2008, right as events were at a fever pitch, Wharton Universities Innovation and Entrepreneurship group released a provocative article strongly suggesting that a recession provided the perfect timing for “disruptive innovation” – that is, stepping into an industry and rewriting the business model so as to achieve significant growth. Think of Steve Jobs and the iPod – which he first released during the recession of 2002.
That’s the message I’ve been focused on for the last six months. I’ve been busy doing high level keynotes and CEO level meetings with organizations like Burger King, Yum Brands, Ingersoll Rand, Rockwell Collins and others. The key theme? Now is the time to move forward with aggressive, innovative ideas.
So what do organizations need to do?
Move past the “shock” and “denial” phases
Events happened so fast that many organizations still find themselves in the “shock” and “denial” phase. They will be the innovation laggards.
First, move to the “acceptance” stage earlier. I began to relate the fast-paced events of the last few months in the context of the “stages of economic grief,” an emotional reaction that seems closely related to the “stages of bereavement.
Then there are the innovation leaders who are prepared to innovate despite the uncertainty. They are prepared to keep their idea factory running – maybe not at full tilt – but running nevertheless.
These leaders know that despite the vast sections of the economy in stress, there are still plenty of opportunities for innovative thinking. They know there are still growth markets; and opportunities for marketplace, distribution channel, and operational innovation.
Despite vast sections of the economy in stress, there are still opportunities for innovative thinking. There are still growth markets.
Innovation leaders are aware that ongoing change in consumer behavior also means that there continue to be new ways to brand, grab customer mindshare and forge unique and distinct relationships. One of my clients, Yum! Brands (owner of 50,000 restaurants – KFC, Taco Bell, Pizza Hut) just launched a new micro-site, UnThinkKFC.com, which is already gaining attention as an innovative way of shifting brand perceptions. There’s an undeniable need for creative thinking like this out there — so what are you waiting for?
There are plenty of opportunities to turn ideas into innovation. It all depends on where you want to place yourself on the scale of the seven stages of economic grief.
Bold moves and integrated elements
The key decision is whether now is the time for innovation, and if so, how to move. It is critical that organizations begin to undertake a series of bold actions that re-orients them to face these future challenges. This series of actions should include several integratedelements:
- Undertake a regular number of experience-focused projects aimed at boosting the “experiential capital” of the organization.
- Identify specific areas of capability weakness, product line, skills or structure that should be addressed through specific.
- Articulate key opportunistic strategies through a variety of risk-oriented initiatives and align the organization to explore those strategies.
- These actions should aim to develop needed capabilities and realign the corporate mindset away from the current risk-adverse culture towards re-orienting the organization for the future.
- The greatest mistake that any organization can make right now is to avoid action. Inertia – real or implied – establishes a culture of inaction, and that can lead insurance organizations down another slippery slope.
Clearly, that’s why today, innovation isn’t an option, it’s critical – because it is the key method by which we can gain traction.
Ready … Set …. Blog!
We’ve watched the marketing, digital, and communication worlds collide over the past couple of years, bringing social media to mainstream mainframes everywhere. We’ve asked whether it is smart for our business. We’ve stressed over the details of skinning it, housing it, maintaining it, and most of all, keeping it relevant. We strive to be at the forefront of marketing, to provide our members with valuable information, education and networking. We knew this was our next step because it makes sense to create a forum for sharing the latest and greatest trends in marketing. So… here it is: Welcome to the BCAMA’s blog.
We’ll share what we learn along the way as we launch our full social media strategy and build on some great existing networks like facebook and linked in
Getting here wasn’t easy. I proposed the portfolio to the BCAMA exec nearly eight months ago, and our president, Rosa, has been a huge advocate for this all the way through. We’ll hear from her soon! I think we all thought it was going to be a simpler process to get here. But we’ve learned a lot along the way. Now that we’re here, there is a team of us that are going to maintain this blog through articles and video uplinks from speakers, current marketing trends from experts across the country, and tips and tricks we’ve learned along the way. Looking forward to the dialogue!
