Specializing in bringing together all components necessary for long term business growth,
profitability and success; and ensuring
that they are working in harmony.

Posts Tagged ‘marketing’

What is it I do? And, what is it I want to do?

Monday, April 8th, 2013

Recently I conferred with a friend where I suggested areas in her business strategy that I felt I could further advise her.
From issues in business culture to resolving expansion challenges, I shared stories of previous engagements. I then turned our conversation to a business model I had been developing with previous business partners (a model in her sector) that I had always believed that had we continued – would have been immensely successful.

In earlier discussions, we also entertained the idea of utilizing my firm’s services to the benefit of her marketing and funding strategies. Therefore, I confidently assumed that she was already aware of “what I do.” However, as we broadened our discussion to other possible areas of strengths I could offer her she looked at me and simply asked, “What is it you want to do?” “I mean”, she continued, “you have shared stories about what you have done, but you have never told me what you really want to do?”

For a few minutes, I was dumb founded by the question. “Why doesn’t she understand what I do I asked myself?” Who else is there that still doesn’t get it? “Or is the question specific to “what is it I want to do” in the immediate case of the conversation?”

Ironically, later that afternoon I received a call from a respected business colleague who conveyed his own frustration with the same dilemma. “I am good at technology, analytics, problem solving and have a large roller-dx of investors.” But it seems like everybody just wants to put me in a box” he exclaimed.”
To his point, I suggested that he clarify his list of deliverables which are tied in with his love for what he does.

So here is what I want to do:
Bring my specific skills and talents to the benefit of engagements, which allows me to enjoy and profit from using them. Once again, my skills and talents include long and short-term business strategies, which are complemented through marketing and creative advertising.
Building on these attributes include, the capacity to assess employee morale/performance as well as increasing customer retention. (Remember, no advertising or growth strategies are meaningful unless both employees and customers are happy.) Finally, a qualified list of contacts and resources are also available/when required –as part of services provided.

Engagement requirements are not just the amount the financial reward, but that I stand to truly benefit clients objectives from the use of my skills and talents. If not, then I am not interested.
Having multiple business skills does not make me a Jack-Of-All-Trades. I am not. I am not claiming to be a plumber also or software designer too. Nor do I repair cars or build electrical grids. I am however, an expert at taking a full and complete look at a business so that one piece of the flywheel supports the other.

Marketing needs to bring market share. However, when the market share is realized then the company must be ready for the growth that follows – and this is the philosophy I have built my practice on.

As indicated on our website, the mission is:
“Specializing in bringing together all components necessary for long-term business growth, profitability and success; and ensuring that they are working in harmony”.
What part of that do I love? All of it! Because it is all-inclusive for a company’s success!

So what about you? What are the things you are good at? Are their additional services your business can offer which are truly co-complementary? Are you really good at it, or do you need to take some time to further develop it? Whatever you chose to offer, be sure that it diversifies your services in a positive way, which is consistent to providing the best resources available.

Getting all of the ingredients for an effective ad campaign

Friday, March 1st, 2013

How many of us have visited a great restaurant and enjoyed a delicious meal that tasted just perfect? Contrary to this experience, how many times have you been disappointed with an order that “you know,” just did not taste right? Perhaps because, it seemed “that something was missing?”

There are many similarities between creating a great dish of food and a developing an effective ad campaign.
Yesterday’s advertising tended to emphasize the use of TV, radio, print or outdoor media.
A careful review of the intended demographics being considered needed to be conducted prior to implementing a marketing strategy. Focus groups were also a part of this research. The result would see to it that a strategy would take into consideration the habits, preferences, and true needs of the intended buyer (the consumer)

For some companies, a specific media was preferable, however, most successful campaigns called for a careful blend of mediums.

Today’s interactive technology offers new and exciting vehicles for reaching the intended audiences. The digital age has ushered in exciting ways to do this. Websites, you tube, social media and phone apps are part of the ever-evolving new normal of advertising. Businesses and prospective customers alike are rewarded with the instant gratification, which comes with digital media.

However, under the veneer of the new normal lies a potential problem. The assumption, particularly amongst smaller companies, is that a website or social media campaign is all that is required to bring in the intended customers. True, there is merit to part of this; however, one size still does not fit all. In the old days of advertising, TV ads were not necessarily the only or best way to reach an intended audience. Nor were print ads, radio or billboards. It all came down to who the campaign was intended to reach. However now this equation includes other forms of interaction technology. When, where and how to use, include or incorporate into the mix?

Just as incorporating a great mix of ingredients to make for a scrumptious dish of food, the same holds true for advertising.

Want better results? Next time, don’t always assume that you are supposed to do what everyone else is doing.

Want to really be successful, and get your name and brand out? Then as they say, think outside the box – and in some cases incorporate some of the old approaches with the new. Remember, it is all about whom you are trying to reach and delivering a way to demonstrate that you are truly unique.