Imagine if you had some magical warning sound that alerted you before you made a misjudgment or a social faux pas. You know, like you’re about to bet on a bad hand and, HONK!, so you pull back your bet just in time. Or you’re about to give a future employer one of those cool “street” handshakes and, HONK!”, you think better of it. There’s a clever commercial for the Nissan Altima that plays out this funny notion as it promotes a cool new feature on the car: a warning honk that alerts you before you over-inflate your tires.
[youtube http://www.youtube.com/watch?v=V9xFgyv8BJI]
Now admittedly, we’ve all managed this long without the benefit of an automatic over-inflation warning, but still, it’s pretty cool. And it dramatizes a point that as a marketer you should be asking yourself: What’s the cool feature you have to sell? What do you produce, offer or do that excites your audience and makes them think “Wow!”
This is a pretty ho-hum world we live in and we’ve all seen ads, commercials, websites and Facebook pages up the wazoo. So the challenge of breaking through today means finding the one or two out-of-the-ordinary things people don’t expect or don’t know about you that fascinates them. We all know that to be the all important “Wow Factor.”
In your specific industry, you already know what the baseline of expectations is (quality product, made from quality materials/ingredients, great customer service, affordable prices). That’s just the opening ante that anyone in your business must provide. But where is the Wow that you alone can talk about? That one thing, or series of things, that is not merely unique but deserves an exclamation point in the eyes of your customer.
In books such as Raving Fans: A Revolutionary Approach To Customer Service, or Purple Cow: Transform Your Business by Being Remarkable, the authors write about the need to be remarkable or else become invisible. In your marketing, the same rule applies, that you must find the Wow Factor and express it in a fresh and unexpected manner so that it excites the audience and sets you in a league all your own. That way, it grabs people’s attention and has them focusing on the message and not thinking about the other stuff that might come into their minds. They’re engaged…captivated.
In doing so, you start connecting with your audience on a more intimate level, and that better allows you to persuade them, get them to trust you, get them to believe you, and get them to want to buy from you. So when your competitor tries to pull them away, they’ll stay loyal to you.
Back to the example of the Nissan Altima, the commercial demonstrates that promoting one small but really interesting feature is better than loads of features or bland generalities. That nugget of marketing gold for you might exist in one “small” aspect of your operation but demonstrates everything holographically about the way you do business. Whether it’s some unique characteristic about the what makes up the product (i.e., it doesn’t rust…even when submerged in salt water) or a particular service that you alone are offering (i.e., you’ll return every inquiry within 2 hours), it just needs to be a Wow. Anything short of Wow, whatever it is, will be background noise and nothing more. And if it’s a Wow, no matter how small it is, your marketing can make it big.
It’s time to do some corporate detective work and discover – or develop – your own Wow Factor.
And hey, did I mention the marketing director’s daughter who (HONK!!!!) … oh, never mind.
The year is 1913. The automobile is more than a novelty by this time. It is here to stay, and already, in the big cities, cars are beginning to outnumber horses on the major thoroughfares. Every young and growing family of any means has one of these contraptions. And the Ford Motor Company is pumping these babies out as fast as his factory will allow. In fact, if you’re Henry Ford, in 1913, you can’t imagine that ANYONE would want to be without a car, given its obvious speed, convenience and ability to vastly improve commerce.
But that same year, anyone who is over 50 has grown up with the horse and buggy and they are far from abandoning the most dependable and affordable form of transportation there is. Out in the countryside, they’re even more locked in to the old ways. Of course, they’re all a dying breed – literally – and one day, maybe in another decade or two, Mr. Ford will be right. But in the meantime, it still pays to be a blacksmith.
The year is 2013. Social Media is more than a novelty. And the digital universe will continue to play a growing role in how one makes choices in every area. But there’s a market divide here as well: those under 50 who, growing up, depended on television and now the Internet as their major information sources, and those over 50 who grew up with newspapers, books and encyclopedias, news magazines, radio and eight channels of TV to inform their world view. Those gray-haired Baby Boomers and pre-Boomers aren’t ready to give up the old medium forms or use the full potential of Internet the way their younger counterparts are. They still rely on traditional media and the power of face-to-face relationships to form their opinions. It’s how they’re hard-wired, even though many Boomers and older seniors may have Facebook accounts and smart phones.
For the visionary marketer under the age of 50, little wonder that he or she sees the future the way Henry Ford did in 1913. Soon, EVERYBODY will be wired, interactive, and engaged in the multiplicity of online touch points.
But whoa! If you’re reaching buyers over 50, which is the absolutely dominant market for health care, retirement living, destination travel, hospice care and funeral services, it still pays to know how to shoe horses!
I spoke last week to a senior services industry group, most of whom were Boomers or older, and they were very clear on the fact that for the next decade at least, Boomers and the older generations will remain the primary target audience. In fact, it was fascinating to note how many of these industry professionals struggled to understand how to use Facebook. Well, they’re over 50, just like their buyers!
If you’re under 50, you might chuckle at these old codgers and say their ways are fast coming to a close. But do remember, if you’re selling anything to Baby Boomers and older, these old-school marketers are more on-target than you are.
Young emerging marketing directors need to know how to employ the technological and social changes that are underway. But if you’re marketing to Boomers and older, automotively speaking, this is still 1913, not 1930. The changes that should be happening right now aren’t so much about how to use Facebook and Twitter but how to speak to the Baby Boomer better, understand their culture better, speak their language better and show up where they are. That means more relevant branding, more choices of products and services, adroit use of surprise, humor and respectful irreverence in marketing, and the avoidance of anything that reeks of clichés and stock or traditional messages.
Visionary thinking is wonderful, but while you’re looking well down the path, it pays to watch where your very next step will be as well.
The life of a hummingbird rarely exceeds four years. The life expectancy of a Marketing Director (or CMO or VP of Sales & Marketing) at any given company is even less than that. The typical tenure these days is a little more than 3 years and this is up from about 26 months in 2004. In fact, as you stroll through the offices at many companies, it’s an easy bet which executive is a dead man (or woman) walking: the Marketing Director.
What are some of the reasons causing such a short tenure? What are some things a Marketing Director can do to be successful? How much of that is on the company and how much is brought on by the individual?
Ok, so how much of this is do you see or experience in the world that you live in? If you’re like the vast majority of Marketing Directors in this country, you see any of these issues popping up on a fairly regular basis. Here are a few things to consider in order to make sure you’re not having to call your executive recruiter anytime soon.
While the marketing landscape changes so quickly, the good news is that a Marketing Director can succeed in the face of headwinds no matter which way he/she faces. It may be more challenging than it should be, but stand true to your brand, be current and always in the know, and be bold enough to make a difference….otherwise, chances are, you might be dusting off that resume.
The most dangerous place to be in your marketing is in the middle of the road.
We had a client call last week telling us that she had received a letter from someone stating how much they were put off by an ad we were running. She was wondering if we should hold off running that ad and instead run another one we had produced. My response was “Heck no. I’m thrilled that someone felt that way. I hope we get a few more letters.” Why would I say that, right?
You see, your company, like 99.9% (there’s always that oddball out there) wants to be loved. You want adoring customers, enthusiastic vendors, committed partners, etc. Yet in reality, few companies are really appreciated. In fact, most companies and marketing messages are tolerated at best, and at worst, ignored. And do you know why? It’s because most company messaging is too forgettable and too dull to spark any type of reaction.
If you want your company to have passionate customers, dedicated partners, etc., you must first inspire strong responses. Only then can you convince people to love your company and become raving fans of your brand. But here’s the kicker: as you attract fans, you’re also bound to get the critics, or “Haters.” As we learned in physics: Every action creates an equal and opposite reaction. These Haters are the ones that write nasty letters or post negative comments on sites like Yelp or Angie’s list. That said, here’s something which might also cause you to recoil a bit. Experience has taught me that it’s OK to have some not like your brand (not a lot, of course). Yup, you heard me right. In fact, having a few critics is essential. The undeniable reality is that if you’re not eliciting a negative response from someone somewhere, then you’re probably not that fascinating to anyone. No one remembers lukewarm!
Fresh, imaginative, and original ideas come across as unfamiliar, even uncomfortable, which means that not everyone will like it. But unfortunately, most companies spend too much time worrying over damage control for the Haters that they never get up the nerve to be exceptional in the first place. In short, Haters are the price one pays for being special. Apple has Haters. Starbucks has Haters. Accept their presence but do not let them stop you from moving forward.
On the other hand you have the advocates, evangelists, loyalist…the Lovers. They don’t just buy your product or service, they also accept price increases and forgive occasional “issues.” When your product is sold out in one store, they’ll drive to another store to find it. When the competition tries to appeal to them with an incentive, they stay loyal. Lovers also do your marketing work for you — for free. They write nice things in online reviews, and even occasionally re-post your content online. In every aspect of your company, Lovers will reward you with new business and higher sales. They’re not just buying your products for price or utility.
So you now have the Lovers on the left and the Haters on the right and between them you have a set of customers who give you little loyalty or value. Let’s call this group the “Lukewarmers”. Maybe a good way of describing this group is like that friend of yours that would come over to watch a game but as soon as the beer ran out…so would he. Kind of like a friend…but not really. In the same way, these indifferent customers make a purchase here and there but don’t add much of anything else.
The Lukewarmers also have a really bad habit of not caring. They won’t buy your product unless it’s the cheapest or most convenient option which means they’re only buying you until a cheaper or more convenient alternative comes around. So in addition to not being loyal, they’re also expensive to maintain because you’re spending money to get them as customers and they never really pay out over multiple purchases.
In today’s marketplace, this middle ground is death!! Not caring is not buying. Not caring is inaction. The Lukewarmers leave for just the smallest of reasons. So how do you get people to quit being Lukewarmers and start actively choosing you and your brand?
Simply put, if your company wants to influence purchase decisions, you need to provoke strong and immediate emotional reactions so that people bond with your brand or company. The goal isn’t to create, or even stay away from controversy, but to avoid creating legions of people who simply don’t care.
The world is not changed by people who sort of care or don’t care at all. Stop focusing on the Lukewarmer. And don’t let the Haters keep you from your goals. Start accumulating the Lovers. And it all starts by having your marketing and advertising being original and captivating. There’s no middle ground here.
I saw a video over the holidays and it got the better of me so much so that I have to say something because these types of videos just need to stop being created by “marketers.”
I’m talking about poorly conceived and produced online videos that we find on countless company websites and social media channels which are completely ineffectual. You know the kind of video I’m talking about: it starts off looking like it was homemade and it never gets better; the on-camera ‘talent’ has none; it doesn’t know when to end; there’s an information overload going on which leads to boredom; no clear understanding of who the audience is; and most importantly, the “WOW factor” is completely hidden or missing.
Unfortunately, this is exactly what some companies have haphazardly slapped together in the name of “meaningful content video.”
As we all know, online video content has just exploded over the past couple of years and it’s going to keep getting bigger in the foreseeable future. For example, did you know….
Yet we still have too many companies that create and post videos which are visual train-wrecks that unfortunately their customers and prospective customers will see. With that in mind, and so that the next video you develop has a chance to be all that it can be, let’s talk about what good videos have in common:
So whether you’re creating a testimonial, promotional, “how-to” or other type of video, the idea is to make sure that people find it interesting, worth spending the time to watch and that it leads to the desired next step. Repeated viewings of your video generally indicates a positive overall experience. Repeatedly having your video, or future videos, being ignored means, well, you know what that means.
“Life can only be understood backwards; but it must be lived forwards.” – Soren Kierkegaard
The last quarter of 2012 is almost history and as we welcome 2013 in just 33 days from today, we hope for a future that is successful, rewarding and where dreams will be realized. Having seen the start of more than a few “new business years” during my career, I’ve learned that you can do one of two things in preparation for a new business year. You can yet again try to create a brand new marketing strategy for the coming year or you can pause, look back and do some serious reflecting, resolving to change, or improve some aspect about how you will initiate your future marketing campaigns. For some people, looking back over the past year may be something better left in the rearview mirror; on the other hand, burying your head in the sand can be seen as the primary ingredient in a recipe for another disappointing year…and you know how much the CEO/President/Owner/Founder loves that kind of thinking and pending poor results. So before one celebrates the dawn of a new year…take time to ask yourself what are you going to do to change? What does success in 2013 look like to you and your executive management team?
Speaking for myself and our firm, the end of each year is met with a healthy dose of optimism for the coming year. We see 2013 through a lens of hopefulness, that things will indeed get better. Is that just us or will you and your organization also view the coming year with a level of anticipation that you haven’t had for a few years? Hey, it’s been tough for most everyone out there but let’s remember that at least a few organizations — perhaps your own competitors — have fared better than most despite hard times. They’ve not wasted a good recession by sitting still. So what have they done to plot a course for a more optimistic and profitable path for success in 2013?
Depending on marketplace factors coupled with how well you were able to strategically position your company, the past year was either seen as a success or another year of disappointment. Success if you were able to grow your share of the proverbial pie (maybe at the expense of your competitors) or be sufficiently positioned to stay in business to fight the fight for another year. Or disappointment if things didn’t turn out so well because…(you can fill in the blank). The question that begs to be asked here is, how much last year’s success or disappointment was because of something you had no control over, such as good luck or bad luck, and how much was because of something you did or didn’t do given how the marketplace was shifting? I’ve found through personal experience this is the time to ‘come clean’ and be honest with yourself.
Hey, I’m all for a bit of luck but you probably don’t want to continue betting future success on lucky things happening in the coming year.
With this in mind, here are a few questions to ask yourself as thought starters as you begin the process of looking in the rearview mirror to last year and through your windshield to the next:
As marketers, one thing we know for sure is that change will not stop in 2013. The economy will continue to shift on us —hopefully with less drama. But by reflecting back on 2012, taking control of your marketing activities rather than being tossed around by the waves in the marketplace, along with thinking optimistically about what 2013 can hold, 2013 might actually be a year worth celebrating. It will be for us and hopefully will be for you as well.
by Rolf Gutknecht, Agent of Change (c) 2012
A friend of mine sent me a video by email last week that, as a marketer, I loved. It was one of those ‘old school’ videos featuring “America’s best salesman”…Elmer Wheeler, who’s message is as relevant and meaningful today as it was when he delivered in the 60’s. After watching it a number of times, and because of the subject matter, it made me think of an interesting way to look at what the brand experience is all about.
[youtube=http://www.youtube.com/watch?v=UW6HmQ1QVMw]
So here goes:
Imagine that you and your significant other decide to go to a well-known, fancy-schmancy steakhouse for a special night out dinner. Have that in your mind? Good. Now, picture another steakhouse of similar reputation. Both of the steakhouses prepare the same quality of steak but with one difference….. whereas the first restaurant makes a steak the way it’s supposed to be made (a thick clean cut, placed on the center of the plate) and presented with some tasty vegetables nicely positioned on the side and professionally put on the table, the second restaurant has a similar plate presentation but with no steak on it. Their steak gets delivered just a minute later on a hot stone tablet to your table…simmering and sizzling. The waitress presents the steak with elegance, and sprinkles some salt and pepper on top. While the aroma of the steak makes your mouth start to water and the sizzle gets your full attention, she begins to tell the story of the family who own the vineyard of the wine you selected. What a different brand experience that is! Same item, same quality, different way to engage the consumer. The difference isn’t about the steak but rather about the sizzle.
So why does the “sizzle” matter?
1. Anyone can make good steak
As we know, product or service quality is a fragile thing. No matter how many patents you have, how well you have integrated your supply chain and perfected your quality standards, no matter how much money you spend on R&D, anyone who really, really wants to go after you will eventually copy what you do or make and perhaps even perfect the product you so passionately protected.
2. The sizzle is a difficult thing to copy
Branding, brand equity and brand engagement are difficult to copy. They are strongly linked to your brand, and your brand alone. The depth of everything “surrounding” the product is complex, deep and interwoven with stories, emotions, associations, you name it…all those good things that make a brand unique!
3. The sizzle adds the emotional layer
Back to the restaurant example: Guess what? People will come back for more. Not just for the steak, but for the feeling they get when they are IN that experience. Human beings thrive on emotions, and seek repeat of pleasure.
Now, I’m not suggesting for one minute to only focus on the sizzle. Without that good, juicy, perfectly cut and excellently cooked filet mignon steak there is no reason to add sizzle in the first place! The sizzle is the icing on the cake; without cake there is no need for the icing.
Selling the sizzle and not the steak is something good marketers have known since forever. Give your customers the meal that they desire…and they will come back for it time and time again.
by Rolf Gutknecht, Agent of Change (c) 2012
I’m not sure about you, but in the deluge of emails that comes my way each and every day, it’s real easy start deleting them without even thinking about whether there’s content that might make my life and that of my clients easier and better. So, I stopped doing that about 
6 months ago and now take the time to open each one and at the very least scan for interesting info. Maybe I’ll see something about trends, or research data, facts, or a tidbit about helpful hints. Without doing so, I’d miss out on stuff I should know about and, respectfully said, that’s probably the case with you as well.
Well, with your indulgence, I wanted to share with you 10 pieces of information that you may not be aware of which in turn will help you grow your business by seizing on untapped revenue-producing opportunities. So, here goes:
As I said, it’s easy to delete a bunch of good information that comes your way because of time constraints, being short staffed or being overwhelmed with email after email. But this is all good information that I received and looked over before I hit the delete key. If you’ve read this far, you’ve made the same thoughtful decision as well.
by Rolf Gutknecht, Agent of Change (c) 2012
I had a phone conversation with a prospective new client (I’ll name her Amelia) last week and during our talk, I mentioned having seen a cable TV ad that her company had run recently and was wondering if it had produced growth in sales inquiries or better yet, generated more sales. Her response is something that I’ve heard more times than “Doan’s has pills.”
Amelia reported less-than-stellar performance, which didn’t really surprise me. But she fingered the blame on the media type…and not the marketing process or the message. The spot was flat-out boring and crammed with too many feature points. The message itself had no spark; the ad employed uninspiring, overused stock images that everyone has seen on other companies’ commercials; and while it had a lot of words attached to it, it said nothing. I know you know the kind of ad. You see them every day in trade publications, direct mail, online and yes, even on TV.
When I politely asked her if maybe it wasn’t the media but the message, my suggestion was immediately dismissed as “no, no. that’s not it. Cable just doesn’t work.” In this case it was TV but I’ve heard it for most every B2B and B2C media type there is. So I quoted to her legendary adman Bill Bernbach’s “golden rule”: “The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.”
Now before I move on, please take another 15 seconds and read the above quote again and let it wash over you…it’s that important.
You see, what this timeless observation says applies to everything a marketing executive does in communicating a brand’s promise or a product’s sales message, and then needs to shine through like a huge Klieg light within your ads, your sales support material, your promotional initiatives, your tradeshow booth, your collateral and your website.
Taking the uninspired or predictable way out leads to self-inflicted mediocrity which we all know is like a communicable disease. It starts with a so-so idea and coupled with a lack of interestingness and imagination, it infects every aspect of your marketing to the point that regardless of how and where you present the message, your current and prospective customers will not give it two seconds of thought as it passes by, only to become part of the background noise and clutter.
I’m not sure about you but one of the main reasons I decided that advertising and marketing was what I wanted to pursue as a profession was because I loved coming up with marketing ideas that would make people sit up and take notice in a sea of indifference.
If you want your marketing to actually change the trajectory of sales, if you want yourself to be seen as an idea person rather than a “fulfiller” of marketing stuff, then the status quo is not an option. You need to create new truths for your company that people believe in because you say things “imaginatively, originally, freshly.” To do otherwise, especially in today’s economy, is unacceptable.