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Posts tagged ‘Marketing’

Mar 14

1 Comment

Ignore the 5 Ps of marketing at your own peril

Just wipe it off and good as new!

In the various social networking groups that I belong to I often see people talking about “strong” products. The argument goes that success in the marketplace is reliant upon the importance of having software with strong feature sets using current technology.

I always find this to be an interesting point of view.

Interesting, but wrong.

In general, customers don’t purchase products solely based on strong features and current technology. Most companies routinely select products that are not considered the best on features alone because of other considerations in the decision-making process.

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Mar 9

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I’ve got some bad news for you, sunshine

For those not in the know, the title of this post was taken from “In the Flesh” – a song on Pink Floyd’s The Wall album. The Wall resonates heavily with themes of abandonment and isolation and relates the story of a protagonist who steadily builds up a wall to hide behind in response to the negative pressures in his life.

[Here's a link to the video for those interested: WARNING FOR LANGUAGE AND THEMES THAT MAY BE OFFENSIVE TO SOME. Please don't click if you are one of those folks that get offended at such things. In fact, no one should click on it. I'm asking you not to.]

I think the themes are appropriate as the next few articles are going to focus on the Sage Transformation journey.

What exactly is the “Sage Transformation” journey?

From what I can tell (and please understand that the following is just my opinion and is not endorsed, confirmed, approved or in any other way agreed upon by anyone at Sage), at its core, the Sage Transformation journey is a plan designed to help Sage respond to the rapidly changing landscape of software publishing.

It includes many different elements including re-branding, introduction of subscription pricing, re-organization efforts, direct sales, closer interaction with end user customers, improved cross-selling, connected services and many more. We’ll cover some of these topics in the coming days but for now, let’s keep our focus on the big picture.

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Mar 1

2 Comments

A no-cost way to improve customer and prospect satisfaction

Anything missing from this before I drop it in the mail?

I’m going to keep this one short and sweet.

Like a lot of folks, I’m drowning in information every day – phone calls, emails, appointments, meetings, social networks, you name it. I’m sure regular readers of this blog are in the same boat.

So …

If you email me and ask me to call you … or even if you aren’t asking me to call but there might be a chance that I will call … how freaking hard is it to include a signature line that includes the best way to contact you?

Preferrably a phone number – right there at the bottom of your email.

It could not be any simpler and it takes no time to set up.

Oh yes … I could pull up my favorite CRM system and look up your record and your phone number but why should I have to? If I’m staring at your email, it should be there.

I can’t think of a single reason why it wouldn’t be.

All businesses serve two functions: marketing and innovation (thanks to Peter Drucker for that truth).

Your email is a form of marketing and it says a lot about your character and how easy you want to make it for others to reach you and work with you.

Do yourself – and your prospects and customers – a favor. Include your damn contact information.

Jan 30

4 Comments

A quick tip about interfacing with other people

Wait … what?

Recently I was in a phone call with a vendor representative who was talking about how he would need to “interface with his team to determine a resolution to the current matter”.

Wow.

The first thought that comes to mind when I hear people talk like this is … “no”.

“No” – as in … no – I didn’t actually hear you say that. And no – I can’t believe someone would actually say it.

Just using “interface with” when “talk to” works (and works better) makes my skin crawl.

I get how it happens.

Sometimes it’s a sign of an overly complex corporate culture run amok – where big words are a part of the landscape. Typically though, using big words is a sign of over-compensation and covering up of a perceived weakness.

Here’s the thing though: it’s a self-fulfilling prophecy because when we use big words to look smart or important, it kind of makes us look … dumb. Particularly if they are used incorrectly or bastardized from their normal definition (which often happens when people break out the ten cent words).

Maybe “dumb” is too strong of a word.

But, certainly, there are many times where being a sesquipedalian makes your language stand out like a clown attending a funeral.

Personally, I think it’s better to be useful than smart anyway. If I have a choice between working with someone that gets the job done with no muss, no fuss or someone that is too smart for their own good, I”m going with door number one every time.

To me, the worst part about this interaction was that the individual in question was in the marketing department and really should have known better. One of the fundamental rules of marketing is “communicate clearly and concisely”.

So if you find yourself over-syllabating in an oppulent manner, shift your paradigm and adjust your linguistic demeanor pronto.

The folks you are “interfacing with” will surely appreciate it.

(For a slightly different take on word usage, check out Ed Kless’ article here.)

Jan 20

2 Comments

If you’re an average company, you’re going straight to the bottom

Stuck in neutral?

This article is an extension of an idea put out there by Seth Godin: if you’re an average worker, you’re going straight to the bottom. [If you don't know who Seth Godin is ... start here and carve out some time for reading.]

I agree whole-heartedly with his sentiments. In the last ten years (give or take a year), we have seen a seismic shift in the way business is done.

It’s no longer enough to do business as usual.

Customers have access to a host of choices on where they spend their hard-earned dollars. If your business can’t (or won’t) provide them with what they want, they will go to Facebook, Google, LinkedIn, Yelp, you name it and ask their real-life friends for suggestions.

Heck, they will even ask advice of virtual friends who -for all intents and purposes – are not much more than strangers to them!

And … while they are asking for a recommendation for one of your competitors, your name will probably come up and your perceived deficiencies will be broadcasted far and wide.

Customer call the shots – now more than ever. They are demanding a consistent, high quality experience from your entire team.

How will you provide this?

For any one interested on my take on the “how”, you can check out some of my articles at Azamba Partners.

Putting aside my bias towards my personal musings for a second, there are a lot of resources available on the Internet that can help you. The real key is to identify and accept what’s happening.

Once you have done that, the fun begins.

Start looking around at what other businesses are doing. Competitors? Sure but don’t stop there.

Look at businesses that you relly upon – personally and at a company level. What do you like? What do you wish they did differently? What do their competitors do? Why aren’t you using their competitors?

Look at your customers. What are they doing that’s cool and engaging? What’s working for them?

The changes required to stay ahead of the pack in this brave new world are manifold and oftentimes overwhelming. If you approach it right, you may find it renews your excitement and passion that got you into business in the first place and helps you challenge yourself and your team to scale new heights.

Best of luck to us all!

[BTW - thanks to Paul Ziliak for bringing Seth's article to my attention. Paul's no stranger to shaking up the status quo and looking for better ways.]

Jan 19

What do women want?

“What do women want?” is a question raised by Don Draper in episode 2 of the acclaimed series “Mad Men”.

The question is a potential minefield as the mysteries of the female mind have stumped humankind for countless millenia.

I’m certainly not going to try to answer it.

And frankly I’m not sure our protagonist, Don Draper, truly answers the question. I believe he comes up with “any excuse to get closer” and the matter is dropped.

But the answer to the question isn’t really at issue here.

The interesting thing is the question itself and how it arose.

“Mad Men” is a television show set in the 1960s and explores the changing mores and values of America while focusing on the creative geniuses at a Madison Avenue advertising agency.

The episode in question begins as the creative team has been tasked with introducing the revolutionary new (to the folks in the 1960s) aerosol spray Right Guard deodorant that comes in a solid steel can.

Draper’s junior team comes up with several “manly” advertisements depicting astronauts and focusing on the futuristic elements of the space-age, metal can.

Draper, obviously sour on the approach, quickly gets to the heart of the matter: who’s buying this stuff?

It’s not the men – it’s their ladies that buy it on their behalf. Their wives, their mothers, etc.

So the heart of the matter becomes: what do *they* want? What do these women want? How do we appeal to them to buy this product?

Draper astutely realizes that the packaging is irrelevant and is, in fact, distracting from the core message to the buyers. And, furthermore, the perceived target market of men are not the actual buyers.

These are important lessons that we can all benefit from remembering when marketing:

  1. Figure out who your buyers are. You could have the best marketing materials in the world but if you direct it to the wrong audience – people that aren’t going to spend money with you or don’t have the authority to spend money with you – you are wasting your money.
  2. Figure out your core message. Customers don’t care about your packaging, your features or really anything about you. They care about themselves and they want to know how your stuff, your services are going to make their lives better, easier, whatever.

As the episode relayed, even very smart, creative people can get hung up on the wrong audience and the wrong message.

Spend a little time considering these two points before putting together your next marketing effort – whether it’s a brochure, a webinar, a customer letter – and you might be pleasantly surprised by the results.

Dec 21

Your marketing sucks

http://www.flickr.com/photos/danielmorris/103027378/sizes/m/in/photostream/

zzzzz... what's that? You got something to sell? ... zzzzz

Before you come at me with pitchforks and torches, let me explain!

I’m currently reading a book by Mark Stevens entitled … wait for it … “Your marketing sucks.” and I thought I would share some initial thoughts.

First off, you have to admit, that’s a damn compelling title – it catches your eye and gets you interested. After all, what does this joker know about my marketing.

If you are like me, a part of you is quietly saying “dang, busted! How did he know my marketing sucked?”.

I’m about a third of the way through the book and my first impressions are mildly positive. The book reads really well and it reads quickly. To me, this is a big plus for a business book.

There are a lot of business books out there that are a chore to read.

As I’ve gotten older, I have less patience for these scholarly tomes. After all, I’m trying to improve – not punish – myself!

There are a lot of practical examples and ideas that you can implement immediately in the book. One example is the concept of effectively using swarming with your marketing – using several different mechanisms (email, telemarketing, PR, etc.) at once to deliver a message as opposed to linear approach of one after another.

I’ll leave it to you to determine if that approach would work for you or not. (Personally, I have a hard enough time coordinating a single marketing event.)

The fundamentals are also well represented such as:

  • Remember that marketing that doesn’t lead to sales is just spending in disguise.
  • Determine who your target market is and get a solid handle on them.
  • Understand your unique value proposition before marketing or you won’t get very far.
  • Keep your eye on the low-hanging fruit – go for the easy opportunities before you chase after the hard ones.

So far, so good.

The big downside that I’ve seen so far is that the book is definitely an extended sales pitch for his company and his marketing method which he calls EXTREME MARKETING!!!!!!!

Yes that’s EXTREME MARKETING!!!!!!!!

(ok … ok … I added the exclamation marks. And the capitalization. But “Extreme Marketing” is all the author’s doing – not mine)

I’m sure it’s just a personal thing but I think the term “Extreme” in front of anything is a little over-played and just a bit … cheesy.

How EXTREME is this caption?!?!?!?!!!!

I can understand the play – the author wants to have a unique name to call his program for branding purposes.

The problem is that I just don’t see anything too “extreme” about EXTREME MARKETING!!!!!!! It all seems fairly basic to me so far.

Now, I’m only a third of the way through. Maybe it picks up in the next two thirds of the book.

(Alas – based on the Amazon reviews, it doesn’t look like it does.)

And the part about using the book as a sales vehicle for his firm’s services? I’m actually ok with that.

Stevens proves he has a solid handle on marketing and the purpose behind marketing (making sales). He has written an easy to read, decent book that provides several real-world examples and guidelines that you can follow to improve your marketing.

He’s practicing what he preaches and putting together a marketing tool (the book) to  highlight his unique selling proposition (he can help you get your marketing in order).

The guy proves that he has the skills to help companies with their marketing and he has a clear, concise style which is a positive. So, if you are looking for that type of help, you could give him a call.

[If you are a Sage partner reading this and think you need this type of help, you should sign up for the Sage Fast Track for Marketing program. You will receive thousands of dollars of highly valuable resources to help your firm achieve its goals and one-on-one mentoring with a Duct Tape Marketing Coach. If it helps, you can think of it as EXTREME Duct Tape Marketing.]

I moderately recomend this book if you are looking for a basic, get started, primer on marketing that will supplement other sources.

Dec 15

A no-cost idea that can turbocharge your marketing efforts immediately

http://www.flickr.com/photos/waterlilysage/7269881/sizes/m/in/photostream/

Just how big is my cliip file? That's a personal question

If you are like me, you are always looking for new ways to improve your marketing and reach your intended audience more effectively.

A trick I picked up years ago (I don’t want to admit how many but it was pre-Internet) was using a clip file.

I’m sure most folks know what a clip file is but, for those that don’t, it’s basically a collection of eye-catching, well-written, visually pleasing and downright “cool” advertisements.

In the world of copywriting, it is commonly called a swipe file and the best of the best swear by it.

My idea of a clip file is slightly different from a swipe file because a swipe file typically is all about the content. The idea of a clip file is slightly different and focused more on advertisements and can be heavy on graphical layout elements that are pleasing – not just the words.

It’s fairly easy to start and create a clip file of your own. Essentially you build a clip file by training yourself to pay attention to advertisements.

On the surface, this is extremely simple.

The challenge is that probably for most of your life you have trained yourself to do the opposite and ads have been pushed to the background of your life.

If you think about it, that’s why the Superbowl ads are priced at such a premium. The geniuses responsible have made an event out of watching commercials in a world where most of us are conditioned to fast-forward through them or talk over them or grab a snack during them.

The other challenge with training yourself to pay attention to ads is that there is a lot of crap out there.

It’s really a fine line between clipping just the good stuff and the marginal stuff. Over time, it will become easier as you will develop a second nature at identifying the good stuff quickly.

To get started, you might want to start by simply opening your eyes the next time you are flipping through a magazine at a doctor’s office, at the newstand, your home, wherever. Take a look and start to find what appeals to you.

What layouts seem to catch your eye? What language is being used? What are the fonts like? What color scheme is in play?

Kick it up a notch from there – are there common elements that call to you across those ads? Can you pinpoint them?

I think there is a lot of room for individuality in clip files. Like I stated above, copywriters create swipe files – focusing on content that works. You might go that route.

You might also add ideas or thoughts that catch your fancy. An article on pyramids of interest? An interview with a celebrity? Facts about trains? I’ve seen people store and refer to these types of articles to review during dry spells to get them thinking laterally and get the ideas flowing.

My clip file has traditionally been printed ads saved in a manilla folder. In the brave new internet world, you might find your inspiration online and want to save your clips electronically.

One word of caution on this: bookmarking sites doesn’t always work as sites change, article are moved and links break. Clicking on a single link at a time also short-circuits the natural rhythm of flipping through clips for inspiration.

A solution that might help if you prefer saving your clips digitally is to do a screen capture. Macs and PCs come with free screen capture utilities that will allow you to snag the screen and save it with a memory jarring name. You can pull up the graphic files at a later date and flip through them easily (especially on a tablet or other touch device).

The clip file has been a great resource for me over the years and hopefully it will benefit you as well.

Nov 4

4 Comments

Is your company stuck in a comfortable (maybe profitable) rut?

That's a beautiful trench he's in! How does your's look?

Looking for a great article that might just change the way you do business? The folks at Copyblogger have done it again with their latest entitled The 3-Step Cure for No-Sales Syndrome.

This article really resonated with me. Why?

I am a strong believer in the Firm of the Future concepts espoused by Ed Kless and Ron Baker’s evolutionary think-tank, Verasage. Part of that conviction stems from my fundamental belief that the Internet has disrupted the status quo for nearly every business and every industry – including software publishers and resellers (such as my group, Azamba).

This disruption forces us to move out of our comfort zones and into new areas of service and value creation. To properly do this, we all need to become better marketers and market researchers to find out what works and what doesn’t.

Of course, there are a lot of reasons each of us might want to keep doing things the same old way – it’s easy, we’re profitable, we have a good client base, it’s working for us, my team would be upset if we changed things too much, etc.

I suggest that myopia is a dangerous attribute these days. Look around – even huge industry stalwarts are being ground to dust as the wheels of the new Internet economy spin to life. Until things stabilize to a new status quo (don’t hold your breath for this), we all need to keep moving, searching, hustling for new opportunties to define our futures.

I’ll leave you with this thought (don’t be surprised if you see this quote repeated by me – I love it):

“If you don’t like change, you’re going to like irrelevance even less.”  General Eric Shinseki, Chief of Staff, U. S. Army

Oct 20

Marketing Academy – Day Three Round Up

http://www.flickr.com/photos/astroporn/4869858064/

We covered a lot today...

It’s Day Three of the Sage Marketing Academy and there was a lot of ground covered.

We began with the business card analysis topic (already discussed here) and moved on to discuss search engine marketing and optimization.

Search Engine Marketing and Optimization

This is a far-reaching topic with a lot of considerations. There’s a lot out there on the internet about those topics and I’m not going to be able to do it justice in this post.

Suffice it to say that search engine marketing and optimization is an extremely important concept and we should all pay attention to it and how easy (or difficult) it is for people to find us on the internet. Here’s a statistic that underscores that thought:

The #1 position in search engine results can receive up to 42.3% of all click-throughs and the #2 position will drop to a measly 11.92% of all click-throughs.

So … figure out what key words (search terms) your prospects would use to find you and optimize your website to get to that #1 position!

When you are thinking through your key words, give consideration to the “long tail” theory as well. The long tail essentially says that the main key words for searching will be slammed with requests but there is a lot of opportunity to grab the folks searching for more specific topics.

So, as an example, in my world, I would like to capture the audience searching for “CRM” or “Sage CRM”. Well – there’s a lot of competition out there for those terms. When I blog, I will use those key words a lot but it’s also beneficial to create specific articles such as “How to Create Custom Integrations Between Sage CRM and Sage Accpac ERP”. 

There won’t be as many people searching for a term on the long tail but when they do, you will be capturing their attention. Something to consider as you create your website and content (blogs, brochures, pages, whatever).

Content Themes

A great idea presented by marketing wunderkinds Dan Kraus and Laura Lorenz of Leading Results was the concept of marketing themes. In a nutshell, a marketing theme is a way to tie together several marketing initiatives under a common umbrella.

Great marketing themes:

  • Are value based
  • Drive content that educates
  • Drive content that builds trust
  • Create engagement opportunities

Some theme examples include:

  • Excel is not meant to be a reporting tool
  • Duplication of effort
  • Outgrowing your current system
  • Finding the right staffing

Find one that works for you and break it down into sub-topics that can then be expanded upon over the course of several posts, webinars, etc. It’s a great way to help you plan out new content (which is always a challenge) and help your search rankings.

I am doing this more and more with my own efforts. See my recent effort on “Bizarro Social Networking” as an example.

Blogging

This is a good segue into blogging. Blogging is ugly, time-consuming, hard to get started and then it’s difficult to keep going. I realize that I’m painting a pretty bleak picture of it but … it’s the truth.

It’s also true though that blogging should be a key component of all of our content strategy. It can:

  • Add depth to your website
  • Provide a place to show your expertise
  • Allow you to display your corporate personality
  • Give you a platform to repurpose other content
  • Provide a tangible way to allow others in your value chain (employees, partners, customers) to contribute
  • Feed the search engine spiders

For me, the biggest benefit of blogging is that it allows people to get to know, like and trust you before they even meet you. That goes pretty far with building relationships with people which can lead to doing business together.

Social Media

This post is already longer than I typically like (if you made it this far – congratulations!) but we covered a LOT of ground on Day Three.

Most of the afternoon was spent discussing Social Media – it’s importance in today’s world and the many different paths that you can follow. If you are reading this blog, I have to assume that you probably are aware of the value of Social Media.

Your challenge – like mine – is probably figuring out how to make sense of it all and how to prioritize your efforts.

I would recommend that you start with a blog. From there, you have (hopefully valuable) content to distribute to the different avenues – Facebook, LinkedIn, Twitter, YouTube, Slideshare, etc. Once you get a pattern of producing fresh content, slowly start trickling it out to the folks that would find it of interest.

Note: It all has to start with VALUABLE content. It’s going to be a rare person that is interested in reading blog articles that are nothing more than sales pitches. Put the audience first and your products and services last (if you mention them at all). By talking about your audience’s needs, wants, problems, you will speak more to them than droning on about your awesome set of products and services.

Recap

Believe it or not, there were a few more topics covered on Day Three. One in particular that is of huge value to you and your prospects and customers is public speaking. I will break that out into an upcoming post (and if I have time I will expand on a few other topics not covered above).

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