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Marketing

04 Nov

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7 Tips for Mass Marketing

November 4, 2006 | By | 3 Comments

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Morgan Fairchild Marketing is composed of Reach, Frequency and Awareness. And the fastest venue to reach large numbers of ears and eyeballs is to mention your business on radio and TV.

Everyone who pines to be on radio or TV wants to “be something” or “do something.” But usually if you want to do something for your company, you must be somebody. And shamelessly self-promote.

Just like Carly Fiorina from Hewlett Packard…

uhmm…nevermind…

The large number of talk/debate shows, pod-casts, radio and TV have created an exploding demand for on-air experts. Talented talking heads.

Tammy Haddad is the executive producer of MSNBC’s Hardball with Chris Matthews and was recently quoted in The Wall Street Journal about her expertise in picking talent.

A few months ago, Charmaine and I visited Tammy in her beautiful Georgetown home in Your Nation’s Capital. She put up a tent in her back yard and had a few of her closest A listers over for an off the record party. OTR. Which means I couldn’t talk about what Micheal Barone said about CNN nor who Chris Matthews was talking to. Contacts connected. Deals got done. (All I got done there was to get confused.)

Hint: When talking to Morgan Fairchild look at her eyes, gentlemen, her eyes.

Tammy had advice for ‘talking head’ wanna be’s. (And who wouldn’t wanna be?)

Jeffery Zaslow wrote America’s Next Top Pundit, What does it take to be a talking head for The Wall Street Journal and explains,

Every morning, Tammy Haddad…hears from more than 100 aspiring commentators. They each explain why they’d be the perfect guest to spout off on the issues of the day. “We call them ‘street meat,’ ” says Ms. Haddad. “They’re always available, walking the streets, waiting for your call on their cellphones.”They are the minor-league pundits …using 21st-century stunts to troll for airtime. … And many are turning to media advisers … where they learn new rules of engagement, …The ploys can work, as networks like CNN regularly survey the field, looking for new contributors.

…A-list pundits make thousands of dollars per show. In lieu of payment B-listers receive coffee mugs with a show’s logo.

We have a shelf full of logo’ed coffee mugs…in the basement.

But you, the business leader need to be on radio and TV to flog, to promote your product and service.

How to start:

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The Virginia

Piedmont

Technology

Council 1) Get under an umbrella. Join a group of recognized experts. Get yourself invited to serve on a board of directors or advisors or committees of your local favorite non-profit and business association. Then volunteer to be the spokesman. Join and volunteer for your local chamber of commerce.

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The Business Monthly:

The business newspaper for

Howard & Anne Arundel Counties

and BWI Business District in Maryland2) Write a article for your local business monthly magazine or newspaper. And interview key business leaders in town. You then might get asked to comment on-air. For instance, I recently did a series on Rotorary and its corporate governance.

3) Start with local and not so local radio talk shows on weekends. For example, go smooze job coach expert Sue Tovey at Catapult Your Career.

4) Become a deep expert in a narrow field, then mission creep away from your expertise. What box do you fill, what do you wish your business to be known for? Make like a hedgehog: know a lot about a single topic. Generalists don’t get called.

5) Write a blog and a book. Then your publicist will flog you and the book. So that your name will show up in a Google search. A lot. Your book won’t sell much and will soon go out of print. But your authorship and introduction is forever. Ladies and Gentlemen, Here’s Small business owner Mr. Big Ideas, author of Small Business Trends. (Book titles cannot be copywrite protected; apologies to Anita Campbell.)

6) Find a friend. Network. The WSJ speaks of “three dozen donuts” delivered to bookers to be remembered. Hokie, yes, but memorable. Remember not all advertising must be good to be remembered. Just remembered.

(I wish someone would send me three dozen donuts.)

Professional Public Relations should be a component of your marketing department or outsourced. Kristi Hamrick, about the best in the business says, “To get on air, somebody has to bird dog the bookers.” You, the small business owner, better be too busy, and are far too important to be your own flack. Not unlike a representing your self in court. A lawyer with a fool for a client.

Have your secretary or marketing pro’s make the calls — they are not busy anyway.

7) Keep your day job.

And finally, be sure to alert your company and friends when your big show biz break breaks.

And let me know how it goes. I’ll be cheering for you.

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Thank you (foot)notes: Your Business Blogger once served on the Board of Directors of the Virginia Piedmont Technology Council.

Management Training Tip: Don’t let the urgent push out the important, increase your network of contacts and friends. Do lunch and do business: exchange business cards with someone today. Then tell me.

And be sure to visit the Carnival of the Vanities.http://www.silflayhraka.com/archives/2006/11/carnival_of_the_vanities_216.html

25 Oct

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5 Tips To Get Your Company Ready for Your Radio Or TV Appearance

October 25, 2006 | By | 2 Comments

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Your Business Blogger, Center

C-SPAN Your Business Blogger was honored to be the Master of Ceremonies at a recent fundraising event for the Center for Military Readiness. Donors were called, Honorary Sponsors highlighted, invitations mailed, the room readied. There was one thing left to do.

Invite C-SPAN.

As I talked with the producer in making the request, I was reminded of a recent article featuring the book Setting the Table reviewed by Jack Covert in 800-CEO-READ Blog.

The only thing worse than being turned down by a big media outlet…might actually be getting the big gig. Be careful what you pray for: Your marketing dream come true could be a nightmare.

Jack Covert tells the story of restaurateur Danny Meyer’s appearance on NBC’s Today Show. Here Jack quotes Danny,

I am not naturally inclined to send out a lot of emails whenever I’m going to be on television. (To her chagrin, I usually don’t even remember to tell my mother.) [B]ut by not forewarning anyone that day, I … failed to give my team adequate warning …The seven-minute segment on Today caused the day’s lunch business at Shake Shack to soar, and our staff had no idea what had hit them,…or how to prepare for it. … turning what should have been a public relations triumph into a fiasco.

Your radio or TV appearance will produce thousands or millions of ad impressions. Here are five quick action items to capitalize and monetize Your Big ShowBiz Break.

1) Mention to your clients. Your sales force is forever pestering you, the boss for something new; an excuse to visit or call on customers. This is it.

2) Tell your friends. And they will tell their friends. And etc. and etc. And that tell-a-friend network will get done what those budget-busting dreamers in your marketing department should have been doing all along.

3) Alert your staff. If the stars align — and that would be you among them — the team is in for a Peak Experience.

4) Warn your suppliers. Ask them if last minute emergency deliveries could be done at below-monopoly, non-extortion pricing — after all, you are a Celebrity. And the supplier might get a Celebrity Endorsement. Or Product Placement. No promises…but you never know…

And remember your website.

Charlie Jarvis, CEO of USANext, a non-profit here in DC was on a cable talk-show. He gave a barn-burning presentation that produced 100,000 hits in a few minutes on his modest-traffic site.

Which, as Alert Readers would guess, melted down his servers.

A high quality problem to be sure, but it could have been avoided by anticipating demand.

5) Call your mother. And the rest of the relatives. Your warm-body network should be a part of your marketing team and cheerleading squad. She’d appreciate the call anyway.

With the warning and reminder from 800-CEO-READ Blog, my non-profit was able to profit quite well.

And your business will profit too.

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What Lily Tomlin Taught Me About Pilot Projects

September 12, 2006 | By | One Comment

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Your (very young) Business Blogger

and Lily Tomlin Big Shows always start small. Lily Tomlin would test her acts, not on an off-Broadway hide-a-way in New York City — not even another country, like say, New Jersey.

No, Lily would test her lines and the script in another world: Branson, Missouri.

A few decades ago, Your Business Blogger — that’s me, the dork on the left — caught up with Tomlin backstage at the Kennedy Center in Washington, DC. During the run of her solo — one woman performance in The Search For Signs Of Intelligent Life In The Universe.

It was no secret that Tomlin is the consumate professional whose presentations seemed effortless. Yes, she and her team practiced with military precision.

But she knew to do a bit more. One of her secrets was to practice in front of a live crowd. To test her timing. For the laughs and special effects. Practice and pace. To hit the marks and watch the sparks.

Her testing would require stops and starts and direct interaction with her Branson audience — which was a test market for her new show; her new product her new production. She would be a wizard alchemist reformulating as she observed and assessed her focus group’s response. And the laughs.

Comedy is hard work.

The challenge of conducting the practice, the dry runs, was that the critical, cynical New Yorker would not sit still through trial run. Tomlin as magician perfected her act behind the curtain, away from the show-bizzie chattering classes. So Lily would go to ‘fly-over country’ where normal people live, to hone her act.

To Branson, Missouri, the Show Me state where over 100 shows play in over 40 theaters. Branson is called “The Live Music Show Capital of the World.”

Lily Tomlin and her crew would then take her perfected, polished performance back to the Big Apple and the rest of civilization.

Her business lesson from show business was to quietly introduce a pilot show, a pilot project. Gauge reaction and launch a high percentage deal. And practice to a small sample size.

Because you will screw it up. And it is best to screw up on the farm team than before the big league crowd.

Do you have a pitch to practice? Find a small group who loves you.

Practice your sales pitch to a live audience. And ask for feedback.

Looking to flog your product on national television, the cables and network? Start with small radio wattage. Then take your show on the road.

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Getting Business Done On 9.11.01

September 9, 2006 | By | No Comments

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Dad & The Dude

prepared for war

September 11, 2001

photo credit:

Charmaine Yoest, Ph.D. Just after 9am on 9.11, I was doing what all business owners were doing: selling something. I was on the phone with a client. Making a pitch to attend a series of seminars, with CNN on in the background. I was a bit distracted by the live feed of a burning building.

While making ‘the ask,’ it was clear that my customer was not aware that we had just been attacked. I wanted to say something, like, Turn on your TV and stare at real pain. It just didn’t look real. I continued instead with the conversation. Your Business Blogger is not normally so focused. In denial, perhaps. Disasters are not normally good for business.

There was work to be done. My next class was on September 19.

And I didn’t want the customer on the other end of the phone distracted until the sale was closed. Then we could go to war.

The deal done, I noticed my boy, The Dude, was concerned that the attacks would continue down to us in Charlottesville, Virginia. “We got to get ready!” he shouts and scampers around digging up my old uniform, boots, saber and his grandfather’s bayonet. (Old soldiers never die, they just file away. Apologies to MacArthur.)

The Dude spent the rest of the morning marching outside our front door. Looking out for terrorists. It must have worked.

Charlottesville was not attacked.

But we were affected. Everyone was. But I wasn’t sure that the bank was going to delay getting their money over a pesky act of war. I still had to earn a living.

How would the war affect business? Not the macro, but mine? I had a seminar and clients coming into town in little over a week and the world was on fire. Would anyone show up? Would anyone care?

We North Americans do business like we do war. We win. Donald Trump becomes Victor Davis Hanson. At 8 am on 19 September 2001, 86 professionals showed up and got down to business. A packed room.

The free lunch helped.

Even my business partner, Faisal Alam, came down from New York City to join us. He is Muslim.

The country was mourning, but on the move.

I started with a minute of silence in remembrance of those lost in the World Trade Towers.

Then we all got back to work. Each making the world a better place. Even with a war on.

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Thank you (foot)notes:

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Basil’s Blog has open trackbacks.

California Conservative has Open Post 9.11.

Media Alert: Charmaine On ABC News Now Debating Plan B

August 24, 2006 | By | No Comments

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Charmaine will be on ABC News Now at 12 noon EST talking again about Plan B.

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You can watch streaming video live online here. Subscription based — but ABC is running a free trial.

Tony Perkins, President of the Family Research Council says,

Today President Bush threw his support behind Dr. Andrew von Eschenbach’s plan to approve Plan B for over-the-counter (OTC) sale to women 18 and older, while keeping it prescription (Rx) for teen girls. The FDA lacks the legal authority to approve “dual status” marketing of the same dosage of a drug, and they lack the authority to enforce an age-restriction. How will the FDA ensure that Barr Laboratories confines OTC sale of Plan B to women 18 and older? Indeed, the CEO of Barr has already told the press that it can’t be held responsible for pharmacists who do sell Plan B to younger teens.

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Thankyou (foot)notes:

Charmaine blogs at Reasoned Audacity and is the wife of Your Business Blogger.

Marketing as Idol

August 21, 2006 | By | One Comment

There might be some confusion between God, the Creator and marketing the created.

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But good marketing, well, does seem to be all-powerful.

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Thank you (foot)notes:

And if there is one thing Hugh at gapingvoid can do

is to prompt critical, logical thinking, as in:

All flowers are plants

All weeds are plants

ergo

All flowers are weeds

And not all are happy with Hugh’s provocation, see theotherblog.

And is Hugh McLeod talented or lucky?

The Army's Marketing Campaign for Placing Women in Combat

August 10, 2006 | By | No Comments

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The Great Seal The World’s Only Super Power wields its power through the arrows of the Armed Services in one hand and in the other hand is the olive branch of…marketing.

The olive branch is traditionally known for peace, but also for known for prosperity. Commerce is usually difficult in times of war. The olive branch these days seems to represent peace as the absence of warfighting, but might also be seen in the marketing in warfighting.

If there is anything we Americans know how to do — is fight wars and sell stuff.

The Army now has a combined arms team of lethal power. Nothing on earth can resist the might of our military co-located with its American Marketing Machine. That is being turned loose on the masses of US lasses to put women in combat.

The marketing message is delivered with smart bomb precision and subtlety. It began with omissions, as when the Air Force Academy took down its huge sign, Bring Me Men. And now is actively selling with clever word changes.

Which is marketing defined. As Mark Twain said about the right word being as powerful as the difference between lightning and a lightning bug.

Words count. Army Regulation 600-13, Army Policy for the Assignment of Female Soldiers, Dated March 1992,

…allows women to serve…except those battalion size or smaller units which are assigned a primary mission to engage in direct ground combat or which collocate routinely with units assigned a direct ground combat mission.

It is the intent of Congress, the President and Army Regulation that women are not permitted in ground combat.

But note how the feminists in the armed forces are changing wording to change policy. For example,

The Infantry Carrier Vehicle (ICV) Rifle Squad variant and Infantry Carrier Vehicle (ICV) Weapons Squad variant each deliver 9-person infantry squads to a location from which they will conduct a close assault.

Close assault is ground combat, from which women are excluded. The Alert Reader will notice that the Army calls this fighting machine a 9-person vehicle. Where it should be a 9-MAN infantry squad.

The Army substitutes “person” for “man.” Which is the feminist agenda. Male substitution wherever possible.

The military goes a-marketing.

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Thank you (foot)notes:

See the Army’s website.

More on the Seal at the jump.

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24 Jul

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Marketing: Web or Newspapers?

July 24, 2006 | By | 3 Comments

Marketing is persuading a customer to come to us. (Sales is directed to reaching out to the customer for the close.) We all want the prospect to call or click. To come to us. Which is the best medium to use?

We live in a sight and sound generation. The smart small business advertiser knows this. And will devote scarce advertising resources for the largest return on investment.

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Reach, Frequency and Awareness drive the marketers’ attention on placing ad dollars. Among the choices today she will consider:

Audio

Visual

print-web-bytes

print-paper-atoms

So where is the future?

Not in newsprint. John S. Carroll, former editor of The Los Angeles Times recently said in a speech published by Harvard that,

With the advent of the Web, our rotary presses, those massive machines that once conferred near monopolies on their owners, are looking more and more like the last steam engine.

Young readers are going online and not coming back. Circulation revenues are dwindling…Circulation itself is falling. Ad revenues are weak — not a good sign in a growing economy — and Web-based competitors are stealing our advertisers.

The dead-tree peddler/complainer is wrong: Web-based competitors are not stealing anything.

Readers have simply made a better decision on getting content. The reader decided. And it’s not a newspaper.

Why? Why are web-based competitors winning the readership, and for small businesses, the ad placements?

Glenn Reynolds writes in An Army of Davids that …power once concentrated in the hands of a professional few has been redistributed into those who (mostly) do it for fun.

And that the reader of the web — blogs, like the outstanding site you are now on — controls her time and timing in choosing content.

The reader/listener will be at one of three places to download content:

1) Not at work. 2) On the way to work. Or 3) At work.

She can do a podcast or radio or web at each of the three locations. Workplace etiquette limits content consumption.

It is still considered bad form to read a newspaper at work. Worse yet to be watching TV at work. Although my wife, Charmaine, has a bank of three sets in her massive corner office, TV viewing would not be recommended if not directly part of your job description.

But everyone should be looking at a computer monitor while at work. And reading and studying intently. (The clever employee has a spread-sheet as a screen saver.)

The consumer not at work has other limitations. Your Business Blogger was advising a client on message mediums. The CEO was considering dropping his radio programming, to devote resources in other venues with possibly higher returns in the future. I advised his team to consider keeping the audio because it is not safe to watch a video monitor while driving a car. People listen to radio or a podcast in drive time.

What’s an advertiser to do? Consider a pod-cast or a blog to sponsor to get a precise targeted, motivated consumer. Because these content providers, as Glenn Reynolds says,

are …the people who are having fun…

And having fun; having passion, sells.

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Thank you (foot)notes:

Also see Small Business Trends Web vs Newpapers: The Trend

John S. Carroll’s speech was delivered on April 26, 2006 at the annual meeting of the American Society of Newspaper Editors.

Be sure to visit the Carnival of the Vanities.

John Wanamaker: Marketer, Post Master, Mason

May 24, 2006 | By | No Comments

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John Wanamaker

Citizen

1838 — 1922

Your Business Blogger is in the City of Brotherly Love for a trade show and clients. And for a business Hajj; traveling to the statue of John Wanamaker, patron saint of modern marketing.

And who was most concerned about the return on the investment of his marketing budget:

Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.

Wanamaker opened his first store in Philadelphia in 1861 with the revolutionary guarantee, “One price and goods returnable.”

Saint John is credited with opening the first department store — John Wanamaker & Co. also known as “The Grand Depot.”

US President Benjamin Harrison must have seen the cross over applications of Wanamaker’s marketing genius to the, the …Post Office.

(This is America!)

Wanamaker is acknowledged with producing the first commemorative stamp. Where Marketing meets government.

He also was a Presbyterian who founded the Bethany Sunday School, and was Worshipful Master of his Masonic Lodge.

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Thank you (foot)notes:

Also see Benjamin Franklin’s business model combining the Post Office and blogging newspapers.

18 May

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2 Comments

What is the Best Marketing Tool?

May 18, 2006 | By | 2 Comments

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Sports Illustrated A good marketing campaign includes reach, frequency and awareness. A great campaign would have a branding image installed in:

100% of all businesses.

Viewed by each office worker five times a day.

Five days a week.

50 weeks per year.

What gives a business that measure of exposure? A $100K billboard? Permission-based email blast with girlie content?

Nope. You have one on your wall now.

A calendar. Low tech. Dates on a grid. Paper on a nail. Common as paper clips.

You have a PDA down in your pocket. But there’s a calendar at eye level.

Lots of them.

If you are at work in a cubicle, you have an average of 2.5 each. At home you have four calendars.

Smart marketers understand that a calendar tells a story. Like a business card. And that calendars can be a business card on a wall.

Joe Bunsness from Triumph Calendars, Norwood Promotional Products reminds us that the research is compelling:

86% of people remember what the message is on the calendar or who gave them the calendar.

83% of organizations purchase the products of the business who supplied the calendar.

70% of what is heard is forgotten, but…

80% of what is seen, is retained.

What is experienced for 30 days becomes a habit.

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The lowly calendar as

marketing vehicleSo send out 100 calendars with your logo and contact info. What happens? And how do we know?

Running the numbers down a funnel is easy. Research has also provided some predictability in what happens next:

Assume a cost of $3.00 per calendar. For every 100 calendars sent to a client:

An estimated 50% of the calendars will be hung up on the end-users’ wall.

A calendar is viewed five times per day per person.

A calendar is viewed by 1.5 persons per day.

A calendar is hung in an office open 5 days per week,

50 weeks per year.

I’ll the math, if you don’t mind.

100 X .5 X 5 X 1.5 X 5 X 50 = 93,750

If you would allow me a +/- 10% variance, the campaign could have 100,000 impressions for $300. (Marketers always round up.) Or .003 cents per impression. Cost would be a penny for three viewings. Cheap eyeballs.

At least compared to Super Bowls ad rates. $2.4 million / 86.8 million viewers. Nets to .03 cents per viewer.

So calendars are 10 times better than a Super Bowl ad. Even if you had a 7 figure ad budget.

Calendars can help your clients memorize your message. One day at a time.

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Calendars, the

perfect marketing toolWas this helpful? Do comment.

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Thank you (foot)notes:

Full Disclosure: Your Business Blogger owns a calendar company and has a patent pending for a particular market segment. Unfortunately this is not a sales pitch. My calendars are not for sale to the general public. But you should still consider calendars as a marketing tool.