Category Archives: marketing

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sweet spot

Sweet Spot Is An Attempt To Please Everyone

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Do you find yourself striving for the sweet spot? That magical position somewhere near the middle of any continuum that often seems elusive?

The middle of summer is often interesting in the climate-controlled office. Some people feel hot, others feel cold, and the temperature control panel is fiddled with until the compressor on the roof freezes up. Then everyone is hot.

The dinner buffet has similar challenges. What are the food choices, what is hot, what is cold, and what will be consumed the fastest? Trying to find the sweet spot for any one particular item may feel like a big challenge.

One common theme with both of these scenarios is that more choices make it harder to find the sweet spot.

Have you ever looked at a Chinese restaurant menu? Usually lots and lots of choices.

At the drive through restaurant, more choices mean more options, and more options might make it harder to satisfy any one customer.

If you can buy a red car or a blue car only, you’ll make a choice. If there are 13 different color combinations, you’ll find it much more difficult to decide.

Is the sweet spot a good thing and how broad should options be?

Sweet Spot

It’s often counterintuitive to customer satisfaction. Pleasing every customer is perceived to mean that you must have a lot of options.

Is that why McDonalds once test marketed selling personal sized pizza? Did it stick? The pizza may have, but the concept seems to have been let go.

One thing that has stuck in most fast-food restaurants are the limited-time menu items. Something fresh, something new, or something different gets some traction.

At the same time, the limited-time, increases the likelihood of dissatisfaction. Unlike Mikey with Life cereal, some people won’t like it. Less chance of hitting the sweet spot.

Finding the sweet spot is about choice. Fewer choices keeps the continuum closer together, not so broad.

As the producer, not the consumer, the goal might be customer satisfaction.

Perhaps, the sweet spot in satisfaction gets broader when the options are fewer.

-DEG

Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.


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social metrics

Are Social Metrics Valuable or Just Hype?

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Do you trust social metrics? Are you using social media professionally for business, is it more of a hobby, or are you just a casual observer?

When you posted the picture of your pet, did you get a lot of likes?

What about when you posted your angry customer service story, posted a political position, or a picture of your feet in the sand at the beach?

News media is famous for drama filled headlines. Readership or clickership (not a real word), often seems like the highest priority. Who is getting the most traction and how can the story be shaped to fit a popular narrative?

What are advertisers seeking and how are market segments being defined?

These questions and many more surround the analysis or value of social metrics.

Are they valuable?

Social Metrics

Social metrics claim to measure interest. They claim to gauge the likelihood of future interactions and often seem valuable to those seeking more clicks.

Does more clicks or views really matter?

There are at least to sides to the story. The first side would suggest that, yes, they absolutely matter. More viewership or readership is exactly what the social media user desires.

When the numbers are larger, advertisers and other potential stakeholders develop more interest too. There is little measurement about how scattered or how likely the same users will click or follow a similar thread.

The other side to the story is that the content creators are really skilled at one thing. They are skilled at getting more clicks.

That doesn’t mean that the clicks are meaningful or add any kind of value, often they are simply an illustration of a click.

In most circles, the value of social metrics remains questionable.

Unless your only concern is making them increase.

-DEG

Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.


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value add

Value Add, Free, Or a Hidden Cost?

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What is your value add? Many businesses strive to deliver products or services that claim to have a significant value added. Does this cost the business or is it more of a goodwill intangible kind of value?

You may suggest that it depends.

It depends on if the value add is a tangible item or not. It might also depend on if the value add is service on a product, or a product offered with a service.

Economies today are experiencing a shift in marketing approaches. The concept of free has never been more prevalent.

Join the free webinar, get a free order of French Fries, or signup now for a free t-shirt.

It may cost nothing for a business to add your name to their email distribution list. If they add your name to their postal mail, there may be hard costs.

If you join in the free webinar, are you a potential customer or are you the product? If a popular webinar gains more and more followers for free, how is the cost of the webinar being paid for? (You just might be the product.)

Are you paying for value add? Does free stuff cost?

Value Add

Consumers are often paying for things that they don’t realize.

Free technical support feels good, but most people quickly realize that is part of the cost of the product.

What would the product cost if technical support was only found on YouTube? YouTube videos created by people at their own expense?

Is that a value add to you? Or is it a really clever way for the product developers to achieve more margin?

Value add and the concept of free has never had more hooks. It’s an intricate web of people, technology, and pyramid style events (different from illegal scheme) that shifts the costs and the benefits of value add.

Some things in life might be free, but the odds are that it is costing someone.

Someone might just be you.

-DEG

Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.


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broadcasting

Broadcasting Your Message Doesn’t Mean More Hear It

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Broadcasting your message might be one of the first steps in marketing or advertising. Often the concept is to make it louder, larger, or increasing the possibility for more listeners or viewers.

Does this work?

The best answer is probably, sometimes.

There is the law of numbers.

If you are a popular television host you might reach a lot of people. Write a book, show it for 15 seconds on the show and you may have just reached more than one million people. Will some of them buy it?

If you’re popular, probably yes. How many will be conditioned on many factors, but some of them will expect a message consistent with the imagine that they already like.

Will one-half of one percent buy it? Perhaps, yet that is only five thousand copies, out of a million watchers. Still a distance to go for best seller status, at least by most popular calculations.

Large numbers can generate some results.

Is it the secret to successful messaging?

Broadcasting Messages

In grade school and high school, the principal normally gave morning announcements. He or she broadcast it over an intercom system.

Was the entire student body listening? They may have been hearing it and have been disciplined enough to remain quiet, yet I’m sure many were not listening.

Highway or traffic signs matter. Do you always see them or pay attention and obey them? Driving in your local area do you pay attention to the street signs or those on the highway? Do you know what is on them?

Social media potentially reaches millions, does a message you post on Twitter mean everyone will see it? What about a YouTube video, will everyone watch it?

Broadcasting the right message, at the right time, to the right people holds the most power.

The television host sells more books because they’ve built a following, not about the book, but about their television personality or character.

Obtaining Apple, Dell, or HP’s mailing list won’t necessarily allow you to sell millions of clever keychains or copies of your water color painting of your favorite pet.

People listen and care when you build a connection with them. It is often why Super Bowl ads are a big success or a big failure. People connect or they don’t.

Perhaps it is more valuable to consider how to connect people with your message instead of worrying about the size of the broadcast.

-DEG

Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.


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business story

Business Story, Are You Telling It?

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What is your business story? Are you being clear, or vague about what you do and what you offer? Is your story worth sharing?

Gaining customers is part of every business. It doesn’t matter if it is a for-profit or a non-profit, people engaging with your work mean that you have something of value. A traditional business grows through revenue, a non-profit might grow or succeed when more people are interested to support the cause.

Services, products, and even ideas can become a movement.

Home repair services needed, see you next month.

The latest iPhone or related product, get in-line, or better yet pre-order.

It is true about any place where lines form and people wait. It might also be true about political movements, causes, and as the pandemic eases, true about rock concerts or outdoor sporting events.

All of these things start with a story. Stories bring in new customers, they also refresh and in best cases, energize existing customers.

What is your business story?

Is it working?

Business Story

Have you asked yourself, “Who is the customer?” And a secondary question, “What does the customer want?”

Any business or organization needs to develop a base. A base of followers, leaders, and those who are eager to share.

It is commonplace to suggest the customer is anyone who buys your product or service. It may be anyone who donates, volunteers, or shares your message.

A definition that is too broad means the story won’t resonate.

A Ferrari, a Lamborghini, or an Aston Martin car may not be for you. It may also be true for the Chevrolet Spark, or a Mitsubishi Mirage.

Louis Vuitton shoes aren’t for everyone.

Yet all of these offerings have their space.

Not every business or non-profit succeeds because they are all things to all people. The most successful are the right things, to the right people, at exactly the right time.

A small but viable audience can be much more powerful than shouting your brand name without a microphone at a sold-out rock concert.

Pokémon, doesn’t matter much to many adults. Likely, only adults with kids or grandkids, and perhaps for Santa Claus.

Tell your story to the audience that matters. Size might be a factor for your success, yet it often starts by appropriately serving the smallest viable audience.

Your story repeated by one customer may create two or three new customers.

People engage with stories.

Have a good story.

-DEG

Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.


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narrowcasting

Narrowcasting Might Be a Better Approach

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What do you do when broadcasting is so easy that you get lost in a sea of competitors? Narrowcasting might be a better approach.

People want to market what they offer. It could be for business or it may be for your job or career. Does telling the World make sense, or should you narrow your efforts?

Many small businesses focus on their city, county, or perhaps their state. Business names are created and businesses are branded to a geographic location.

Bridge Street Pizza

Philadelphia Auto Repair

Lancaster County Roofers

There are two schools of thought.

The first is, tell the world, tell everyone, don’t limit your presence. The other is, become well known in your immediate area. Capture the market close to you. Become well-known in a local community.

The local pizza shop in Mitchell, South Dakota won’t get many sales in Boca Raton, Florida.

It is easy to see when you look at vast distances with local services. Yet, in reality, many businesses and also individuals seeking career growth get foggy on the importance of broadcasting versus narrowcasting.

Of course, there is always a sweet spot. Stretching for the maximum width while still maintaining a close proximity.

What is easiest, most effective, or the best bang for your buck?

Narrowcasting

If you are a small business what is your vision? How far do you want to reach? How will you maximize efficiency and effectiveness within your space.

If you are an individual seeking a new role or career growth, consider your best skills, the sector or market you want to grow in, and don’t stretch things too broadly.

Broad often appears to increase your chances, yet, becoming well-known in your community is much easier than becoming well-known in the world.

Social media tempts people to broaden their efforts.

Shouting in Times Square, New York City, on New Year’s eve probably won’t be that noticeable.

Attending your community Chamber of Commerce mixer with one hundred other small businesses might work.

-DEG

Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.


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growing popularity

Growing Popularity May Be An Illusion

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Growing popularity is one reason that many people participate in social media. Are other people gaining traction or otherwise growing their social presence at alarming rates? Is it real, authentic, and justified?

Do you post regularly and if so, why?

Consider the selfie as an example. Is it real? Does it use filters to dress it up? What is the reason for the post?

Is it for a significant event or just boredom dressed up like, “Bet you wish you were here.” Better yet, “Bet you wish you were me.”

One trouble spot is the algorithms of big tech. What type of posts are rewarded, shown more, shared or kept alive?

Post a picture of the final days of a beloved pet and it will get some attention. The same is probably true for something that appears outlandish.

A picture of you hand washing your dishes in the kitchen sink at 4:30 AM might be kind of boring. Unless of course, it is so out of character for you others notice and consider it preposterous.

Social media has a way of rewarding the absurd.

Except when they choose to block it for what is commonly labeled as fact-checking.

Growing Popularity

Facts are often nothing more than opinions presented in a compelling way that makes it feel or appear factual.

The selfie with filters comes to mind.

Popularity often becomes a race to escape reality. In other cases, it is a race to be bizarre, outlandish, or just totally outrageous.

The truth is that many social media threads are not rewarded by creating something better.

They are often rewarded for all the wrong reasons.

Many people engaged in frequent posting are addicted to the count of clicks, likes, and shares. The algorithms are definitely addicted, that is if they are not disabled through fact-checking.

What appears popular does not mean that it is the most helpful. It doesn’t confirm that the intentions are honorable or even desirable. The absurd gains popularity equally to the beautiful.

Perhaps any press, is good press.

Be cautious of what is popular.

-DEG

Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.


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marketing noise

Marketing Noise and Your Branding Voice

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Is the plan to make some marketing noise? How will you reach your target audience?

For most, the first thought has something to do with the internet. Social feeds, videos, podcast, and email blasts. In one form or another, all brought to you by some form of internet streaming.

Then there is the brutal truth of it all.

The brutal truth is, most of what happens on all of these channels is nothing more than noise. Noise that the masses don’t care to see, hear, or read.

For your market though, for your tribe, your network, and your true followers, it’s not just noise.

There is a good chance that your audience is not as large as you might believe. Your audience is probably better described as the smallest viable audience instead of the concept that hundreds of thousands of people will see, hear, or read your message.

Marketing Noise

Your branding voice is for your smallest viable audience.

It is the people or businesses that really want to experience your noise. They care, they’re inspired, and they would miss you if you went away.

It doesn’t matter if your product or service is about baseball, weddings, or footwear. Your audience, but not the world, cares.

Be mindful of what you show them. Their attention spans are still limited and they have to look for you through a sea of noise.

Be timely. It is a delicate balance where more, is sometimes less.

Most of all ensure value. That starts by understanding what your market really wants or perceives as a need. Think carefully, because it may not always be as it appears to be at first glance.

If you’re going to make some noise. Make the right noise to the right people.

-DEG

Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.


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building personal brand

Building Personal Brand Is About Value

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Mike Tyson has a different brand when compared with Sarah Jessica Parker. The same is true for Jim Parsons when compared with Daniel Tosh. Building personal brand depends on the value you are trying to create.

What is your value about? What is the image of your personal brand?

It is common when we speak about personal brand that the conversation may shift to money. Who can achieve the biggest salary, the most perks, and the best benefits?

Chances are great that there is a small local grocer who has a reputation for high quality food, friendly service, and a reasonable price. The same may be true for the hair salon, the hardware store, and the pizza shop.

People will go out of their way to get what they desire. If they are more interested in image, they may shop the trendiest place. Regardless of price or value.

For most, the workplace as we know it has been disrupted. Many are trying to reinvigorate commerce. When it comes to people and jobs, what will be most valuable now and in the future?

Building Personal Brand

You have to keep in mind your personal brand. What does that look like and who should hire you?

Employers will largely hire (or keep) based on their perceived need. From their perceived need, they’ll be considering value.

A Chevrolet Sonic will get you across town, so will a cab. You could also drive a Bentley to get there. Price varies substantially, so does the cost of ownership.

If an organization does not see the value that you bring to them, they may make a different selection.

Not everyone is a Bentley, and not every employer would want to drive one.

Remember that some organizations will make hiring decisions that don’t seem to align with price.

Perhaps because they see value as more important than price. Yet, some will see price as an identifier of value.

Choose your market and build the appropriate brand.

Mike Tyson and Sarah Jessica Parker both have something to do with knockouts. A Sonic or a Bentley will both get you across town.

You decide.

-DEG

Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.


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takeover message

Takeover Message and The Service You Receive

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Have you ever been part of, or the victim of the takeover message? This is the message you see on the hand written cardboard sign at the store that is about to have a new owner.

I’ve seen plenty of these signs.

Bear with us while we clean up our mess.

Now under new ownership.

New management means a new attitude. Coming soon!

The same may be true for the new boss, the new employee, or the recently reconstructed team.

Why do people feel that this message is so important?

Sending the Signal

In simple terms, they want to notify onlookers that things are changing and whatever happened before will be a better experience now.

Yet every time we make an attempt to change, give it another try, or correct a wrong doing, we’re really doing the same thing. Of course, if the previous owner, boss, or employee teams resisted change, perhaps nothing is new.

When we start a conversation with an old friend we may ask, “What’s new?”

We make the assumption that the normal is complacency, the status quo, and the same old stuff.

Should we have a takeover message?

Takeover Message Failed

Recently, I walked into a small privately owned business to buy dog food. The store is not in a convenient location but I like the store and my dog eats a special brand.

The shelves were completely empty. Employees were present, but that was about it. Some hand written signs indicated they are in the process of selling the business. I saw the same signs two months ago.

Nothing says poor management or poor taste, like the message of, “New management coming soon.” Both old and new management are losing in this endeavor.

Every day we have a chance to make a difference. The takeover message is really just a stall, and it could easily become a stop.

As always, your actions and behaviors will speak louder than your words.

Make the changes. Make today better than yesterday. Isn’t that what everyone expects?

-DEG

Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.


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