Tag Archives: marketing

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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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brand experience impacts

Brand Experience Impacts and the Unexpected

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At the car wash, the grocery market, and the restaurant you have an experience. What are customers feeling from your brand experience impacts? Are you sure about every touch point?

The valet at the 5-star hotel, the guy sweeping up cigarette butts in the parking lot, and the janitor plunging the clog in the bathroom.

An incredible waitress, a kind flight attendant, and the nurse at the doctor’s office.

A fast-food voice on the intercom, the hardware store clerk, and shipping verification from an eBay purchase.

All of these things, no matter how big or how small they may seem, are part of a brand experience.

Unexpected Experience

Many people believe that your brand sits entirely on the hands of the graphic artist, the photographer, or a clever press release.

Indeed, all of these things matter. They matter a great deal. Yet, often, your brand is about unexpected touch points.

Businesses want to train their sales team, the customer service team, and managers. These are not the only people or places where your brand is exposed.

Where is your brand exposed?

Everywhere.

Brand Experience Impacts

What is the weakest link in your business? It may be a touch point where your brand is exposed.

What employee teams are not customer facing? Who is in the backroom, the warehouse, or on the R&D team? They’re still building your brand.

Who answers the phone, responds to social media, or sends email messages? To the customer, in each of those moments, that is what they know as your business. Not the CEO, not the beauty of your website, and certainly not the marketing speak in your mission statement.

The impacts of your brand are loud and clear.

They’re often developing from human interaction.

-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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expert opinions

Expert Opinions Are Still Opinions

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Some people should be advising no people. As the saying goes, everyone has an opinion. Expert opinions matter, yet are they opinions or something rooted in facts?

One theory about expert status is that it is granted to anyone who has spent 10,000 hours practicing their craft. Lots of hours can lead to lots of experience. That experience may be considered good or bad.

All experiences can be learning moments. Good experiences may guide the way for what worked. Bad experiences may guide the way for what didn’t or identify things to avoid.

Compelling Information

Opinions on anything can be compelling. It often depends on the delivery, confidence, and if the story is compelling. Is the story believable?

Opinions are readily available on social media channels. They are often delivered with the flair that they contain expert advice.

Saying that the stock market will drop is somewhat of a guarantee. The question may be when or how much?

Suggesting that taking vitamin supplements will improve your health is hard to measure. Like politics, there is a good chance that at least fifty percent will agree.

Having the answers to everything may not be a sign of intelligence but more of a sign of having a strong opinion.

Expert Opinions

In marketing, loud sells.

In this statement, loud is a metaphor for density or impact. A thirty second ad on television in a local market has some reach. A three-hour news slot that is airing internationally has much more reach.

It’s louder.

It doesn’t necessarily condition a difference between fact and opinion. Experts may be self-proclaimed in either case. They may even have their 10,000 hours under their belt.

What it does mean is that with more reach, you’ll find more people who agree. More people who agree or even those who disagree may decide to share the information.

Every day there is additional value to understanding the difference between fact and opinion. It’s true regardless of how loud the sound is, or whether it is coming from and expert or amateur.

-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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better service

Better Service Is Typically Not Cheaper

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Are you prepared to deliver better service? In your workplace, at your job, for the customer, or because you care?

It sometimes appears that everyone is dumbing things down.

Does it make sense? If it does, for whom?

Doing It Cheaper

Why send a direct mail piece when you can send an email? Why walk into the grocery store when you can order ahead and pick it up at the curb? No need for a face-to-face meeting, let’s stay in our offices or cubicles and meet through technology.

Is less expensive better?

On the flip side, someone is always looking for the expensive car, the high priced bottle of wine, or a pair of shoes with a red sole.

When is better, better, and cheaper, cheaper?

The answer is pretty easy, “Always.”

For your commute to work you may not need the most expensive car. A nice tasting wine may not necessarily come with the highest price tag. And, there is a good chance you can make a great impression around the office without wearing Louboutin.

While all three may be great and make you feel like a million bucks (literally) they are not a requirement.

Better Service

There is a difference when you get to the bottom though. The cheapest of the cheapest feels, well, cheap.

We wonder why there is so much frustration with the tech support hotline. We wonder why the burger just doesn’t taste like a burger. For the business, they wonder why no quality candidates will apply for their job opportunities.

The answer is simple.

Some things are good enough and some things are better.

The lowest price is probably the wrong option.

The cheapest will always be the cheapest.

Every time.

-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 perspective

Marketing Perspective and the Change You Seek

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Change is always happening. It is happening in front of you, of me, and your neighbors and friends. Is change somehow based on a marketing perspective?

You’ve heard before that we all sell. Guess what? We all market too. We advertise what’s happening, what the direction is, and which path to follow.

Not everyone agrees, and sometimes that is the beauty of it all.

Throw something on the wall and what sticks may be what matters the most or at least is the hardest to remove.

Change and Pivot

The change, pivot, or transformation that you are in right now is conditioned by marketing. Yes, of course, it may be some form of push marketing, but it may also be compelling. Pulling others along.

Marketers, all of us, are responsible for what happens next. The narrative we tell, the examples we give, and the expectations of future outcomes that we set. We’re all involved.

Marketing is a powerful tool and with great power comes great responsibility.

You have a responsibility to do the right thing.

Is the change you’re involved with right now, the right thing? Is the jury still out?

Marketing Perspective

Sometimes the best change takes more time. It isn’t a light switch with a full on or full off. Things aren’t always black and white. In some cases, step A and B need to materialize before the end result of C reveals itself.

You don’t want to get a bad rap for being a bad marketer. The perspective that you create, the one wrapped around your presence and wisdom is the one choice you will always have.

Be sure you are doing the work that matters. The work that creates the kind of change that makes you and others proud.

Sometimes all we need is a little more marketing perspective.

-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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capture attention

Capture Attention or Face a Bigger Challenge

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For the majority of the people in the workforce today, the World has changed. Some suggest we are in an information overload society and we filter much more than we consume. What are you doing to capture attention?

When I was a kid, after school I would jump off the school bus and run as fast as I could to my house. It was an exciting time. I couldn’t wait to get started.

Get started on what? What captured my attention?

Whatever it was that a few friends or one of my siblings may have established for what you do after school. At times I played alone. It may have been with a ball, a matchbox toy, or throwing around a few sticks in the nearby woods.

Pace of Technology

Consider this, just a little over a decade ago there were no smartphones. Text messaging really started to take off around 2005-2007. YouTube was founded in 2005, and didn’t start to become largely known until a few years later.

What does this technology history lesson indicate?

If you are in the workforce today and you are more than 25 to 30 years old, things have changed dramatically. It has all happened, right in front of you.

If you lean towards the younger side of the workforce scale you may not really remember much difference. If you are in the middle to older side of the scale, change is very noticeable.

The challenge today for every career conscious workplace professional and every business endeavor is not so much about change as it is about attention.

How do you capture the attention of your marketplace?

Capture Attention

We’re all selling, whether it is our expertise and why we are the right choice for the job or promotion, or whether it is our products and services, or a third category is perhaps, both.

When I was a kid, on a lucky day I had just a couple of friends to play with.

Technology hasn’t made us more reclusive; it has opened up the World.

The challenge then, is being interesting and valuable enough to get the attention of your market.

-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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workplace mind changers

Workplace Mind Changers Are Often Necessary

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Do you need to try something new? Are you seeking to pivot into a new or slightly tweaked vision? Workplace mind changers may be required.

What people do every day can be connected to the concept of habits.

Workplace habits can be hard to break. People come to work and do the same routine.

Leaders often take for granted the ease of which people flow with the norm. Whatever the culture suggests as the norm, seemingly happens with little motivation being required. It’s the norm.

Changing Minds is Marketing

When you want to change something, you sometimes have to change minds.

We see it in marketing. A new iPhone is being released, is the new phone needed or is it the marketing that prompts a quest for something more?

Seasons change, and as such, it may be time for new clothing or household items and decorations. What drives what is purchased? Often it is based on advertising and marketing campaigns.

Employees sometimes want a new chair, a new computer, a company supplied laptop or something fixed or replaced. They can simply ask, or develop a small marketing message to spark change.

Your marketing finesse is incredibly valuable.

Workplace Mind Changers

Often, you are not just giving ideas, your selling them. Your sales efforts are passively designed to change minds.

You create the compelling message. You establish reasons why, and connect them to business efficiency, productivity, or long-run gains.

Establishing buy-in for a budget proposal, additional workforce, or technology change starts with selling. If the need isn’t apparent nothing will change.

Becoming apparent starts with some data, and better yet, a story.

Workplace mind changers are also great marketers.

-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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buying choices

Buying Choices Every Customer Makes

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What choices do you make when you are shopping? New shoes, a dress or a shirt, or perhaps a new car, what do you decide? Buying choices can be challenging.

I’m thinking about an ice cream sundae.

This smartphone is probably outdated, what are the newest features in phones?

My car has been paid off for two-years, maybe I’ll get a new one.

When a hot new technology is introduced the first brand to bring it market has an advantage. The buyers only need to decide if they will buy, they don’t really have choices about brand.

Competition Can Be Good

In many places, there is a gas station and convenience store on each side of the street. At the exit of the highway, to the left and to the right there are food options. When you find a TGI Friday’s you may also notice nearby a Ruby Tuesday.

Certainly, there may be many reasons for this. One competitor may be trying to beat the other, show their dominance, become the best. Run the other out of town.

On the other hand, we may wonder if it would be better to be the only place in town?

Buying Choices

In many buying situations the buyer is making two initial choices.

The first decision is if they will buy. They may want the ice cream sundae but they have to decide if it is within their caloric allowance.

Competition sometimes answers the question the first question. When we see a McDonalds to our left, and across the street, to the right, a Burger King, we may now accept the if, we only have to decide which.

Two competing gas stations at the highway may assume the if has been answered. Buyers are exiting, now they’ll decide which one they’ll choose.

Competition sometimes means there is only one question left to answer.

Selling the idea is sometimes the biggest hurdle.

-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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spend more

Spend More, Get More, or Less

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Most would likely quickly agree that it requires spending some money to make some money. Advertising, marketing, and research and development, they all cost. Are you going to spend more?

One way to beat the competition is to outspend them. We see it in political campaigns, the pizza chain, and entertainment venues.

Should You Measure ROI?

The risk becomes about the return on investment. Unless of course, the metric of measurement is to dominant and annihilate. Still the question often comes back to, “At what cost?”

Spending your way out of problems or the consideration of spending your way to success has perceived value, but what is the cost?

Small and large businesses want to make the most of the Google search algorithm. We call it organic search results. It means we are not spending, at least not directly.

Sure, plenty of businesses spend money on social media and Google advertising. Do they get their return on investment or is it about beating the competition in that space?

There is a saying, “The best ideas sell themselves.”

Should you spend more?

Spend More

Spending more is always an option. If you have the cash, or the investors cash, you can certainly spend your way to some higher numbers. Will it be a positive return?

Gas station style convenience stores are well known for building across the street from each other. Who will win? Can they outspend?

Certainly, merchandising and service will play a role, and so will low price.

The hope may be that eventually one will destroy the other. Bring them to their knees, knock them down, and run them out of town.

What are your metrics?

If you are not measuring for quality, interest, or engagement, you may have to be prepared to buy your way to success.

-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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bad choices

Bad Choices, Good Choices, or No Choice at All

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When someone suggests that you can pick anything you want, what will you pick? Nobody likes making bad choices. Most people really don’t want to be wrong. Do more choices help?

Marketing is a funny thing. Some marketers believe that more choices are better. More options mean that people get exactly what they want.

What is easier, pick one of three items, or pick one of thirty-three items?

Bad Choices

Netflix is popular. Is it easy to pick something to watch? Not usually, not unless someone has told you about something great that they watched. In that case, the recommendation closes the sale.

The next time you go to a restaurant watch how friends or family explore the menu. It is common that people will quickly glance through the menu only to want to know more about the special. It is a helping hand for the decision.

Chances are good your customers are the same. More choices, more options, it causes a stall or the inability to decide. No one wants to make a bad choice. More choices require more consideration.

It seems almost counterintuitive, but it is no secret to the best sales and marketing professionals.

No Choice at All

We are all selling something. Can you use this to improve your future offerings?

How does this logic affect the next conversation with your boss? Will it make a difference in how you manage future projects? Does it matter for your resume?

Remember, no one wants to make bad choices, with too many options the only choice they may make is no choice at all.

-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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