Archive for the ‘Marketing’ Category
Thursday, August 25th, 2011
I talk a lot about applying your expertise either to a cause or a problem. Here’s a great example from the business to consumer files..
With their “Date Drive” project, Volkswagen in South Africa got a lot of press (and a lot of takers) by loaning a new car for first dates. The engagement was all over this campaign: you had to apply by answering eight questions, then you had to give feedback about the experience afterwards. The result: this cool chart that proves once and for all that a hot car can make you more attractive.
How to apply this idea: take conventional wisdom and then set out to prove it. Use plenty of humor. The marketplace loves an experiment, especially when there’s something in it for the participants.
Many thanks to Vicky Likens for passing this fabulous project on.
Tags: branding, Marketing, positioning, strategy, Vickie Sullivan
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Tuesday, August 23rd, 2011
A lot of folks are talking about Gen Y in the workforce. One of my favorite people — T. Scott Gross — drills down on these kids as customers and how their expectations are changing what we sell and how we serve.
The biggest distinction: what was value add before is an expectation now. My favorite findings (and color commentary):
- Thanks to technology, price comparison has gotten to a whole new level. And don’t think that will slow down when they get older. Prediction: watch for your price and proposals to be passed around like popcorn at a movie. Transparency anyone? And it won’t matter how different the projects are. Sigh…
- Hustling is back. Gone are the days that you get tipped even when you ignored the table. These folks expect you to “work it”. They are clear on how they make money (and are clear on how you do, too). Prediction: mess up and get ready to eat your fee. You can tell a story, but be prepared to comp. Free stuff for mistakes is the new normal.
Lots of other goodies in here. Scott is graciously giving his report here.
Tags: branding, consultants, conversations, experts, trends, Vickie Sullivan
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Thursday, August 18th, 2011
Do you think virtual attendees — those who attend conferences from the comfort of their cubicle — multi-task more than the audience you speak to right in front of you? Nope — everyone (over 80%) is checking their email during your presentation, according to this fascinating study about meeting attendees both virtually and face-to-face.
Conducted in May by PCMA (Professional Conference Management Association), so this data is pretty fresh. Most interesting finding: the different motivations between virtual and physical attendees. The former signs on for the value of the content (97%) and ease of use (90%). The latter gets on a plane to meet with the speakers and colleagues (68%) and to meet more customers and prospects (56%). And everyone (over 80%) seems very comfortable networking with strangers both online and off. (Thank you, social media!)
Pay attention to this finding: content marketing and distribution needs are not being met. Distribution on all devices — yes, that means smart phones — is now expected. Getting information before, during, and after the event is important to both types of attendees. Content is still king; the demands for searchability and availability are a given. And we’re not just talking white papers either. Videos and other interactive formats make a difference.
As experts who speak, we always want to know more about our audiences. This report is a treasure trove of cool information. Click here to get the report (sign in is required).
Tags: events, experts, Marketing, meetings, positioning, seminars, social media, speakers, Speaking, strategy, technology, trends, Vickie Sullivan
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Tuesday, August 16th, 2011
One reason why many experts aren’t taking advantage of the recovery: clients who got cost-cutting discounts in the past don’t want to pay normal rates now. This forces us into two no-win positions: we keep the prices low for cash flow or spend precious resources to find new clients who will pay our price.
One solution: offer options with strong boundaries. Comparing what you get and what you don’t creates a clear mental picture of expectations. It forces the client to choose which is more important: a bargain, or bells and whistles.
This only works if you go to the dark side during the sales conversation. Three steps here: first, show the limits; second, get the buyer’s acknowledgment that they understand the limits; and, third, reassure them that if they need the extra stuff later, you are happy to adjust the project accordingly.
If you show the limits up front and get the buyer’s agreement, you prevent scope creep and that awkward “I thought/you thought” conversation. When this situation arises, simply say something like, “Well, as we explored in the beginning, that xxx falls under the xxx project. Happy to adjust the project; it will be an additional $xxx. How would you like to proceed?”
Boundaries are borders. They show the edge where bargains end and high-end projects begin.
Tags: budgets, consultants, conversations, experts, Marketing, positioning, strategy, Vickie Sullivan
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Thursday, August 11th, 2011
Yes, I am still obsessed with how we can visualize our point of view. I truly believe that when we turn our content into usable tools, buyers come running.
Here’s another killer example from the medical world. Industry giant GE, who worked with MIT’s SENSEable City Lab, created an interactive chart (powered by over 7 MILLION medical records!) to figure out how one symptom was linked to another. You can search by categories or by the symptom. The thinking: helping doctors make smarter diagnoses based on likely outcomes can lower medical costs.
I hear you — not all of us have GE’s budget. But ask yourself this: how can I turn my content into a tool that solves a specific problem? I’m not talking assessments — many of us do that already. Think tools — something handy your clients can use.
To see this beauty in action, click here.
For the Fast Company article that explains the impact, click here.
Tags: branding, consultants, experts, Health, Marketing, positioning, strategy, technology, Vickie Sullivan
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Tuesday, August 9th, 2011
Last week I reported on meeting spend trends from a recent study by The Aberdeen Group. Here’s another finding we need to pay attention to: the direct link between business events and organizational success is clearly established. Corporate America believes that meetings help them retain customers, promote their brand, and market their organization. C-suite execs understand the strategic use of meetings; and because the bar is raised, so has the risk in selecting speakers.
The takeaway here is two-fold:
- The decision-making process has changed. The gatekeepers vet the short list and the execs make the final cut.
- It’s not about who has the best story, the best speaking skills, or who is the most authentic. The business case is king here. Buyers compare your message to the outcomes they want. If your message helps get them there, great — you’re on the fast track. If not…you don’t get past the gatekeepers.
This trend isn’t going away anytime soon. Select your topics, your content, and your positioning accordingly.
Tags: experts, positioning, speakers, Speaking, strategy, trends, Vickie Sullivan
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Tuesday, July 26th, 2011
Young and Rubicam Brands Company released their consumer spending and attitude study last month and of course created a new buzzword: the spend shift movement. Yea, we know all about wanting quality and affordability. The best news: the rise in community, purpose and connection. The biggest challenge in Corporate America: confidence in both big business and big government has dropped by nearly half in just two years. Add a buying public savvy in search tools and social media…Houston, they have a problem.
Why do we care? Because if consumers want it, we can help organizations give it to them. So pay attention to the connection part. Corporate America will turn on the community-building machine in a big way. Watch for more opportunities to bring “value” (in all its definitions) to the market. This is an issue with a big budget behind it. Check out Booz Allen’s article on this report by clicking here.
Tags: branding, budgets, Marketing, positioning, social media, strategy, Vickie Sullivan
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Thursday, July 21st, 2011
I just love color commentary from boots on the ground. And that’s exactly what Andrew Warden at Cisco gave last month’s Corporate Social Media Summit. As head of Strategy and Communications Emerging Markets Services, his update: Cisco is using internal tools to embrace social media as an internal communications system. His prediction: internal social media tools will disrupt current work environments at all levels of the organization.
Folks, this is HUGE. And not just for social media experts. Think about it: Managers have a new way to keep their finger on the pulse of their staff — what they need to perform, how processes are working in real time, and most importantly…a key tool for creating a killer corporate culture. Experts of all stripes will have plenty to contribute. This is a train leaving the station. Let’s figure out how we can help.
Click here to see the four reasons why social media will reshape the world of work.
Tags: consultants, experts, social media, strategy, Vickie Sullivan
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Tuesday, July 19th, 2011
There’s a very unique relationship between time and risk. The longer you wait to solve a problem, the riskier the solution becomes. There are two reasons why: 1) because you divert resources that could be used; and, 2) problems have a tendency to grow as time moves on.
Here’s an example: you need a website but can’t afford help in building it. So you spend $500 getting a kid to program it for you; the site is built but not getting traffic. You finally have an “I need help” conversation with a professional and learn that you/the kid made some critical mistakes and the site has to be rebuilt in order to get the traffic you want. The problem: you spent the money you could’ve used on personal bills. With little revenue coming in, the investment is now riskier. You now have an acute “chicken or the egg” dilemma — you can’t earn the revenue until you fix the site but don’t have the money to fix the site.
This happens too often when we wait too long to get help. When we think “I just need to get XX more clients, then I will invest in my business,” we spend too much time treading water. The market doesn’t work that way. We have to invest first before buyers will invest in us. Before it’s too late…
Tags: branding, conversations, experts, Marketing, positioning, strategy, Vickie Sullivan
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Thursday, July 7th, 2011
Have you ever talked with a prospect that you connected with immediately? They called you, sang your praises, acted like they were ready to write the check and all of a sudden…said they would “think about it”? You’re scratching your head wondering “what just happened”?
These conversations occur a lot after the recession and many people think it’s their lack of sales skill or that the person is an idiot. (Guilty as charged on the latter one.) After hearing too many stories (and having a few of my own) here’s my theory: you gave the client a financial wake-up call and they hit the snooze button.
Here’s the deal: most folks already have an idea of what they are willing to spend. If your quote is bigger than the number in their head, mental stop signs immediately pop up. Once that happens, the “I’ll think about it” excuses begin. This is the #1 cause of the stalled sale.
The real problem? Their mental budget is not based on reality. It’s based on what they want to pay, or on the bargain basement price they saw on the Internet. They are blissfully ignorant of what it really costs to solve their challenge. Your quote was their reality check on what it will take to make it all better. That’s why it’s called “sticker shock”.
Your best response: cushion the blow as early as possible. Most incoming inquiries include questions on what your charge. Take the initiative and give a heads-up that your services can’t be purchased at the dollar store. My favorite phrase: ”The investment for one-on-one relationships start at $xxx.” It’s too early to quote numbers or ranges, so use terms such as three figure, four figures, five figures, etc. This advance warning allows prospects to opt out or change their number. All before you spend tons of time trying to sell your services.
Tags: conversations, experts, Marketing, positioning, strategy, Vickie Sullivan
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