How to do What, When, Where

marketing plan

Six essential components of an effective marketing plan   Soooo… you want to reach your market. You know what to say, what to do and where to say it; the challenge is when. Perhaps, more specifically, with a number of marketing tactics under your wing, what is the best way to execute them in order to get the best results. The challenge companies face is trying to get great results by taking a scatter shot approach: trying to do a lot of good things, but not doing it in a way that positions or sets them up to achieve specific goals or take advantage of the synergies of an integrated marketing program. Think about your marketing program like waves at a beach. Your audience is a sandcastle. Typically, the waves have to exert some energy in order to reach the castle, crashing on the beach repeatedly, making their way up the shoreline; once the waves reach the castle the little waves don’t really make much of an impact. It is wave’s repetition and ideally their increasing size that enables the waves to eventually the wipe the sandcastle out, i.e., make an impact.

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How to do What…When…Where | Extraordinary Business

Six essential components of an effective marketing plan   waves coming to sandcastle Soooo… you want to reach your market. You know what to say, what to do and where to say it; the challenge is when. Perhaps, more specifically, with a number of marketing tactics under your wing, what is the best way to execute them in order to get the best results. The challenge companies face is trying to get great results by taking a scatter shot approach: trying to do a lot of good things, but not doing it in a way that positions or sets them up to achieve specific goals or take advantage of the synergies of an integrated marketing program. Think about your marketing program like waves at a beach. Your audience is a sandcastle. Typically, the waves have to exert some energy in order to reach the castle, crashing on the beach repeatedly, making their way up the shoreline; once the waves reach the castle the little waves don’t really make much of an impact. It is wave’s repetition and ideally their increasing size that enables the waves to eventually the wipe the sandcastle out, i.e., make an impact.

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With Which you Have Naught | Extraordinary Business

Defining and employing the right tactics to reach your audienceStress. Woman stressed Have you ever noticed that the way you speak to your parent probably isn’t the way you would speak to your kids or friends? No brainer, right? Mom might be more of a Facebook or text messaging person, where you might use SnapChat or something to that effect with your friends. So what about your markets? What will offend them? What will get their attention? What will cause them to act? Just like with your personal relationships, there is no single way to communicate with everyone in every circle. Truth is, there is no communication pattern that you can use even with a seemingly single group of people. As you know, there are many things that will impact the way that information is received – stressors and situations can be game changers. So wherein is your responsibility?

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With Which you Have Naught

woman stressed

Defining and employing the right tactics to reach your audience Have you ever noticed that the way you speak to your parent probably isn’t the way you would speak to your kids or friends? No brainer, right? Mom might be more of a Facebook or text messaging person, where you might use SnapChat or something to that effect with your friends. So what about your markets? What will offend them? What will get their attention? What will cause them to act? Just like with your personal relationships, there is no single way to communicate with everyone in every circle. Truth is, there is no communication pattern that you can use even with a seemingly single group of people. As you know, there are many things that will impact the way that information is received – stressors and situations can be game changers. So wherein is your responsibility?

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If You Aren't Catching Anything – Perhaps You are Fishing in the Wrong Pond

wrong customer

Business Development – ensuring that you are approaching the right target I remember going to the department store as a younger man. While walking through the appliance area, it was almost inevitable that a sales person would approach me and say, “May I help you pick out a refrigerator?” I would think to myself, “Why would a need a refrigerator? Especially the $2,000 refrigerators they would want me to purchase?” I was not their customer. Perhaps someone that looked just like me at the time, but not me. As you know, that isn’t an uncommon scenario; many times, people in your target markets aren’t going to be ready to purchase what you are selling when you are ready to sell to them. So if we know who our customer is and how to communicate with them, the next thing we need to work on is narrowing that list down to those who will have need for our services. As opposed to those who have immediate need for our services. Think about some of the travel companies. They know that most of the time, most people aren’t going to be ready to take a vacation right now. Yet, they offer flash sales and discounts almost all of the time. What they are actually doing, if you think about it, is solidifying in your mind that they are the company to go to when you are ready and that you will more than likely be able to find some discounts on where you are going.

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If You Aren't Catching Anything – Perhaps You are Fishing in the Wrong Pond | Extraordinary Business

Business Development – ensuring that you are approaching the right target wrong-customer   I remember going to the department store as a younger man. While walking through the appliance area, it was almost inevitable that a sales person would approach me and say, “May I help you pick out a refrigerator?” I would think to myself, “Why would a need a refrigerator? Especially the $2,000 refrigerators they would want me to purchase?” I was not their customer. Perhaps someone that looked just like me at the time, but not me. As you know, that isn’t an uncommon scenario; many times, people in your target markets aren’t going to be ready to purchase what you are selling when you are ready to sell to them. So if we know who our customer is and how to communicate with them, the next thing we need to work on is narrowing that list down to those who will have need for our services. As opposed to those who have immediate need for our services. Think about some of the travel companies. They know that most of the time, most people aren’t going to be ready to take a vacation right now. Yet, they offer flash sales and discounts almost all of the time. What they are actually doing, if you think about it, is solidifying in your mind that they are the company to go to when you are ready and that you will more than likely be able to find some discounts on where you are going.

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If Nobody’s Buying | Extraordinary Business

How some firms get the right product to the right target customer-centric Have you ever spoken with the eternal optimist who sounds like this?

Who is your customer? Any and everybody. Everyone needs what I am selling and everyone will buy it.

Who is your competition?

No one. No one is doing what our company does the way that we do it. We are unique. We are innovators.

Why aren’t you successful?

We need some more capital in order to get the message out to the marketplace. Once we do that, everyone will tell their friends and family and we will be in great shape. The world will beat a path to our door!

  Hmmmm…if business were only that simple. Build a better mousetrap and the world will beat a path to your door, they say. Perhaps.

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If Nobody’s Buying

customer-centric

How some firms get the right product to the right target Have you ever spoken with the eternal optimist who sounds like this?

Who is your customer? Any and everybody. Everyone needs what I am selling and everyone will buy it.

Who is your competition?

No one. No one is doing what our company does the way that we do it. We are unique. We are innovators.

Why aren’t you successful?

We need some more capital in order to get the message out to the marketplace. Once we do that, everyone will tell their friends and family and we will be in great shape. The world will beat a path to our door!

Hmmmm…if business were only that simple. Build a better mousetrap and the world will beat a path to your door, they say. Perhaps.

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3 Areas To Address: Turn Those You Know Into Paying Customers | Guest Post

image

The revenue you seek is under your nose.

Right there on your computer, in a stack on your desk and right there. Look, now! Oftentimes, from a sales and marketing perspective focus is put on raising awareness to people and businesses that you do not know yet. This is not wrong. You need to keep on ‘filling the funnel’, right? However, more often than not, businesses have assets in the form of contact information right in front of them. Piles of business cards, excel lists, CRM databases, address books and just about any other place where a name and contact details can be written.

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