Downtime marketing is a concept I teach any business I consult with to utilize. All businesses will have downtime, slow time, or off-time. These blocks of time are usually wasted, my goal is to put them to good use. One of the first excuses I get for not using social media is “But I don’t…
The battle for the Lombardi trophy in SuperBowl 46 will be tight. The battle for the eyeballs not watching the SuperBowl will be an interesting one to watch. For the past 40 years, competing networks have struggled to find programs to air that will attract non-football watching eyes with limited success. Though for the past…
Marketing is NOT dead. What needs to die is the “everything is dead” meme. Marketing is dead in the same way a caterpillar dies in its cocoon. Only i’m not sure marketing will emerge as a beautiful, magnificent butterfly. A moth maybe. The biggest difference is, that as a butterfly or moth is constrained by…
Remember when we were kids? Back before 24/7 cartoon networks and Youtube? Remember waiting all week for Saturday morning cartoons? The waiting and the anticipation made them awesome even when they really weren’t. We knew that these cartoons were exclusive to Saturdays. They had a scarcity, a rarity to them and we knew that. Every…
Why you need to define your ideal customer. When you know your ideal customer, you know how to communicate with them. You know their pain points. You know what they desire. You know what they’re struggling with. You know how to talk to them on their level. You can communicate with them one to one….
We’ve all heard the term USP or Unique Selling Proposition. Most of us have probably heard the story of the brothers who started Domino’s Pizza and their “30 minutes or free” USP that is considered the original. What if build on the USP and modify it a bit? The problem with most USPs is that…
This tale of cabbies, truck drivers, and free breakfasts begins in a small diner off the beaten path. The diner was the preferred breakfast joint for many cabbies and truck drivers. Their unique market position was that they opened at 4:30 AM. Shift change for the local cabbies was 5Am so they attracted both the…
When marketing your products or services, you need to sell the end result, not the road there. Sell your advantages, results, benefits.
Billboards used to stand out and we all used to look at them. Not so much anymore. TV commercials used to be watched. Now we Tivo. Radio ads? We have satellite radio. We used to answer our phones on the second ring. Then telemarketers wrecked that. Now we all have call display or answering machines…
The standard marketing and business strategy these days seems to be the H&P strategy. Throw your message out there, then Hope and Pray that it works. You need to be more targeted than that. Do you know who your buyer is? Do you know who you’re ideal client is? Do you know who you are…