Are You Wedded To Your Marketing?

Creative Business Ideas, Publicity

Scott & Liz Market Their WeddingThe other day I received a most curious email from someone I’ve never met.

“My name is Liz Flowers and my fiance’s name is Scott Bland. We are a “not your average couple,” looking for a “not so average, ‘think out of the box’ type company” who would like to obtain some great exposure while truly showing pure generosity.

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We were online securing vendors for our event and ran across a term known at “wedding sponsorship.” We read that a MAJOR Cola company granted a bride to be, $10,000 as long as she would give them publicity and serve their product at the reception!!

With that being said, we are seeking sponsorship gifts and or financial donations going towards both our wedding and honeymoon in exchange for media coverage and targeted publicity. Here’s how this would work…”

For the sake of argument, I’m going to assume that the couple is really going to get married and that they feel that they are entitled to having strangers underwrite their wedding. From a creative marketing perspective, is what they did good?

Certainly it was creative, since I hadn’t heard much about this before (although, as part of my research, I’ve found many other resources: ABC News and even a business specializing in this). However, is this an effective marketing campaign?

In a word, “no”. To be effective, it needs to clearly target me (or my business) and let me know how this opportunity will help me (other than being on their website, in their wedding program, and maybe incidental PR opportunities). First, why me/my business? The letter wasn’t tailored to me at all – it was a bulk emailing (“a spray and pray”). It puts the burden on me to read the email and figure out if there’s a tie-in worth my time/money.

What the couple should’ve done is identify specifically what services and products they wanted, and focus on vendors that could provide them. Instead of contacting everyone, contact only those that can clearly help them directly and create a win-win proposition. Furthermore, each contact should be directed to the right person in the organization. No doubt if another couple received a major sponsorship, they had a very specific request to the right person with a clear benefit to the sponsor.

Advertising That Drives People Away

Creative Business Ideas, Publicity

Ford Dealership Advertisement This advertisement got my attention, but not in a good way. The image of pliers grabbing a tooth made me immediately turn away. It didn’t get me curious what the ad was about, what was being sold, or who was selling. All I could think about was, “uggh!”.

The point of the ad is that every 3 years (or so), when people are shopping for a car, they inwardly groan.The #1 least trusted profession is used car salesman. A new car salesman is not much more trusted. This advertisement is focused on reducing pain (a good thing), but misses its mark.

First, let’s figure out the basic marketing strategy for this car dealership:

For local legal drivers

who need a new car

we have a system

to prevent the hassle of dealerships

unlike other non-trustworthy dealers/salespeople

our offering as transparent and easy as can be

Okay, so how to change the ad? Since the underlying pain is un-trustworthiness, try to make the association to professions that are trustworthy (according to a Harris Poll ): doctors, dentists, or nurses.

Here are some ideas:

  • Your Prescription For Pain-Free Car Shopping [key words are: car shopping (who), pain-free, and prescription (association to medical professionals)]
  • The New Way To Shop For Your Next Car [key words are: shop/car (who), new way (instead of the old/yucky way)]
  • We Feel Your Car Shopping Pain [key words are: car shopping (who), pain, and we feel (emotional connection)]

Also, I would change the graphic from pliers/massage to a salesperson wearing a white coat (embroidered with the logo of the dealership) to further the association.

Self Test: Small Business Marketing IQ

Branding, Creative Business Ideas

Test Book
How much do you know about marketing your small business? Spend a few minutes with this quiz and see how much you know.

1. Does your business need a website?

a. Yes, definitely . A website is needed so people can find you around the world.
b. No . My business is tactile, and doesn’t translate well to an impersonal online experience.
c. Maybe . All my friends tell me I should be online.

2. You should hire an expert to help your business:

a. Write a marketing strategy / business plan
b. Design your marketing materials
c. Create your website
d. Write your advertisement
e. Create your logo

3. Compelling marketing copy is all about “selling the sizzle”.

a. Sure. That’s what works, doesn’t it? Otherwise, it’s boring.
b. Only if you are a huckster. You tell people about the benefits of using your services/products, and people that need it will be interested.

4. Do you need to spend money to make money?

a. Yes, of course. That’s the way the world works.
b. No . A good idea will naturally attract the right people to my business.
c. Maybe . I should be able to bootstrap my business, spending as-I-go (but not all at once).

5. The best way to assure business success is to:

a. Get an MBA. If it works for corporations, it will work for my small business.
b. Hire a business coach. They know how to motivate me to get ahead.
c. Find a mentor. There’s nothing like learning from a wiser person.
d. Read. Business books are a great way to learn new skills.

6. The Small Business Administration (SBA ) / SCORE counselors are for:

a. Cheapskates. They don’t charge for their services.
b. New businesses. They have expertise for startups.
c. Old businesses. They have expertise in brick-and-mortar companies.

7. The best way to attract attention to my website is:

a. Use flashy graphics to grab attention.
b. Write compelling text to make the reader interested.
c. Use SEO techniques to grab the search engine’s attention.

8. The best way to become an expert is to:

a. Say you’re one. If you don’t shout it, who will?
b. Write lots of articles on your expertise. Let people judge for themselves.
c. Comment on others’ articles. Let people see how you give-and-take.
d. Write white papers sharing your strategies. Let people see your big-picture strategy.
e. Read articles, books, blogs. You need to build your wisdom on the shoulders of others.
f. Take classes from other experts. Learn from an expert and get a chance to interact with them.
g. Get an advanced degree. Let others teach you the best practices of the past.

9. Marketing and Advertising mean the same thing.

a. Of course. You’re just telling people to buy stuff from you.
b. Not quite. Advertising (telling people to buy stuff from you) is a type of marketing (focusing on what people want and fulfilling their needs).

10. It’s important that your website and other marketing materials are top-notch.

a. Obviously, yes. If your image isn’t polished, no one will believe you’re great.
b. Not me. Top-notch marketing materials look too “corporate”, and I’m selling something more intimate. Besides, if everyone else’s materials look “corporate”, mine will help me stand out.
c. Maybe yes, maybe no. It depends on what you’re selling. If you’re selling something very expensive, yes. If it’s cheaper, having marketing materials that you can afford to do is better than bankrupting yourself.

11. As a small business owner, I should be able to know how to do everything to run my business.

a. Of course . I can’t trust someone else to care as much as I do.
b. No, I’m not a jack-of-all-trades . It’s better to leave some things to the experts.
c. Yes, but I don’t have to be an expert . I need to know what the process is, but I can get help to complement what I don’t know.

— Answers —

As you will see, there’s no right answer for all businesses. What’s right for your business is what works. However, here’s how I approach these issues with my clients:

1. Does your business need a website? Most businesses do benefit, but they’re not necessarily where everyone looks first to find you. Look at it this way, can it hurt to have a one-page website?

2. You should hire an expert to help your business. If you’re just starting out, having expertise is a shortcut for saving you time, money, and aggravation. If you don’t have the funds for hiring an expert, then you’ll need to do-it-yourself until you can get others to help. Doing it initially yourself (and seeing the results) will also give you a better appreciation for the various specialists that can help you.

3. Compelling marketing copy is all about “selling the sizzle”. Traditionally, “male-oriented” copy is about sizzle while “female-oriented” copy is about emotional benefits. As sizzle has become overused, selling emotional benefits becomes more important.

4. Do you need to spend money to make money? If you have lots of time, then you can use your time to make money. If you have lots of money (but not a lot of time), then you’ll need to spend money to make money.

5. The best way to assure business success is to. .. There are no guarantees for business success. However, having someone who’s “been there, done that” can be a huge boost. However, if you’re trying to break the established rules, having a “voice of reason” can become a headache (that you may wish you listened to).

6. The Small Business Administration (SBA ) / SCORE counselors are for anyone who wants help 1 on 1 from experts. The US Government wisely invests in these organizations, since a successful business pays more taxes. If you need expertise, talk to them. If you don’t like their services, find other offerings.

7. The best way to attract attention to my website is (b & c). Flashy graphics are often used poorly by site designers. Keep it simple, clean, and compelling.

8. The best way to become an expert is to …be patient. Anyone can say they’re an expert, but the next question will be, “Oh yeah? Prove it!”. Have a volume of quality work speak for you.

 

9. Marketing and Advertising mean the same thing . (b = Not Quite)

10. It’s important that your website and other marketing materials are top-notch . (c = Maybe yes, maybe no). A top-notch first impression is wonderful, but isn’t always realistic. What is important is that your materials are improving, better targeting your prospects’ needs.

11. As a small business owner, I should be able to know how to do everything to run my business . (c = Yes, but I don’t have to be an expert). Ultimately, it’s your business, so you’re the decision maker. The more you understand about how a business operates, the better the business owner you’ll become.

How Can I Market To Renters?

Starting Out

I’m looking for an economical way to get a leads list of Renters or Resident/Occupants in a certain area. I know you can purchase lists from vendors. Just wondering if anyone has found a way to get this type of lead without spending a lot of money.

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Jay’s Answer: A few guerrilla ideas:

If you’ve targeted the buildings, then you can send/post a generic message ask the renters to opt-in to your list for the sake of a big upside (a free year of groceries, for example).

You could bribe/make friends with/co-market with the building manager/owner.

You could go door-to-door and ask for their names.

You could visit the mailboxes and record the names on each unit.

You could visit the parking lots of the buildings, and record the car license plates, running the information through the DMV.

How Can I Recruit People For A Public Transit Agency Focus Test?

Clubs + Associations

We are struggling with getting people to participate in some focus groups we are holding. Our public transit agency is wanting to talk with a variety of constituent types: riders/non-riders/etc about how we can improve things, communicate better, and a number of other issues. We need some help in getting people to to respond to invitations to participate and then actually show up. If you have any advice on how we can make this process more productive, it would be greatly appreciated.

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Jay’s Answer: Take the focus group to them – in a bus. Wrap a bus in plastic and call it the “survey bus”. Bring it to various neighborhoods, park it, and have people come in the to bus to participate. When local outdoor events are happening (parades, shopping malls, races, flea markets, etc.), be there.

The other problem you may have is the feeling that you don’t listen, and the group is simply a formality – you’ll be doing business as usual anyhow. If you’ve done groups before, then tell the story of input you got, how things changed, and the upshot.

How Can I Promote My Magic Trick Book?

Publicity

I have a website on card tricks, and soon I will have a book published on the same subject. I wanted to take advantage of free publicity in newspapers/magazines, and radio. However, card tricks are visual, and those mediums are not. (I don’t want to do TV because of all the travel to studios). Any ideas on how to present magic tricks so that promoting them would work on radio, etc?

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Jay’s Answer: If you’re promoting your book, you should be able to use print media (newspapers/magazines). For radio, you’d have to either do a mentalism trick (Think of a card, any card. Got it? Put in back in the deck and shuffle it….) or describe the benefits of doing magic (I used to do magic tricks for friends/family, and inspired many other kids to do magic as well. I’ve heard years later what a difference magic made in their lives, how it made them more outgoing, etc.).

Having a book on magic isn’t newsworthy. Doing magic tricks for a benefit, starting a magic-a-thon (raising $ for a non-profit), teaching executives how to use magic to improve their meetings, or people networking to do business card magic tricks is.

People know magic is a trick. What’s memorable is the artistry and feeling that is conveyed doing the trick. Teach people how to use magic to achieve personal growth, not just do tricks.

What’s A Good Name For A Science/Technology Newsletter?

Names + Taglines

I am in the science and technology sector in South Africa and we would ike to launch an external newsletter with the majority of the audience in the science, engineering and technology sectors. Finding a name for this newsletter seems to be a bit of a battle. Please help with some ideas.

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Jay’s Answer: Is the newsletter entirely academic or is it a marketing piece for your organization?

Are the subscribers current clients, in your geographic area?

It can be as simple as: South Africa Science & Technology Newsletter
It can be more generic: Latest Science, Engineering, and Technology News
It can be abstract: SciEngTech News
It can help branding: Your Company’s Technology Newsletter

What’s A Good Name For Seminar For Moms?

Services, Starting Out

I am a Licensed Marriage and Family Therapist in private practice. I am doing a seminar for moms as a way to get my name in the community as a resource for families when counseling is needed. I have spoken on many topics in the past. I would like to appeal to these moms as a resource for their general needs or more specific needs. The working title is Creating Balance in your Life as a Mom. I also need 4 – 5 bullet points to attract moms to this seminar. I currently have Improve Your Time Management; Eliminate Distractions; Finding a Routine that Maximizes the Potential for Your Family; and Giving Your Own Needs the attention they deserve. I would like something that is more catchy or would attract the most moms possible! Thank You!!

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Jay’s Answer: Moms with children at different ages have different specific issues (toddlers vs. lower-school vs. high-school vs. college-aged).

“Creating Balance in Your Life” isn’t motivating. Contrast this to: “Have More Fun In Your Life”, “Play More With Your Family”, “Increase Joy”, “Feel More Vital”, etc.

What’s A Cost-Effective Way To Market Our Regional Airport?

Publicity

I work for a regional airport in Ireland and we are looking to put in place a cost effective marketing strategies over the next 6 months. We have a few ideas but just interested in any innovative ideas you guys might have. Ideas have to be cost effective as we dont have big budget on this, main things is to try and raise awareness of the routes available from our airport in our region.

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Jay’s Answer: Have a free contest for airline tickets. People interested in entering fill out online form with email address, which airport they live near, and which destinations they are likely to use.

Discount coupons mailed to parents who recently had children. Relatives will be likely to visit and this is a great win-win.

Active senior centers – provide a discount to provide an “outing”.

College students living near one of the airports – especially a few months before holiday travel.

What’s A Good Name For An Employee Events Team?

Names + Taglines

I need a new name for our “Employee Events Team”. We plan 2-3 events per year (picnics, holiday parties, team-building activities) and my HR Director tasked me with coming up with a new name for the group. Something with a little more pep. Suggestions?

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Jay’s Answer:

  • Making Work Play
  • AWANP (All Work And No Play)
  • Recharging Our Batteries