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Guerilla Marketing Wins Business

February 6, 2012 By Leave a Comment

Guerilla marketing is one approach that helps business secure clear wins over their competeition. The fundamentals are simple. The belief straight forward, but not for all. Vince Lombardi said it best and guerilla marketers must believe that: “Winning is not everything, it is the only thing.”

At the end of the day guerilla marketing comes down to understanding that everything you (owner or employee) do or say IS marketing. Marketing is not a department, but includes everyone on the team who should ask themselves daily: How am I positively building awareness, internally or externally, on or off-line, about our company, products and services?  Am I providing the best customer service possible? Are prospects receiving the best in-store or online user experience possible? What can I do better tomorrow?  In other words, it’s an inclusive approach. Top down, bottom up, everyone is a frontline ambassador and advocate for the business’ mission and dedicated to driving the desired results.  

It is not surprising then, those who believe in guerilla marketing, also believe it is the first priority. Business success comes only if people not only know but believe in and can passionately promote the company, its products and services. Business success comes only if the investors are willing to provide adequate resources and funding for the mission or successful implementation. Finally, business success comes, with this approach, with a focused, driven, relentless commitement. Constant, on-going efforts will win and consistency and repetition will drive winning results. 

 

 

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The Art of War Emphasizes Strategy and Planning Ahead

February 2, 2012 By Leave a Comment

Business, like war, is competition. Some win and survive. Some lose and cease to exist.  Many proven approaches exist to help businesses win.  

The Art of  War is perhaps the most famous study of strategy written by Sun Tzu. First translated over two hundred years ago, the book remains a classic work of strategy framed within a hisotrical context and is most famous for its influence in China and on Eastern military thinking, business tactics, and beyond.

Sun Tzu emphasized the importance of positioning strategy and  the decision must be based on both objective conditions in the physical environment and the subjective beliefs of other, competitive, environmental  factors. He thought that strategy was not planning in the sense of working through an established list, but rather strategy requires quick and appropriate responses to changing conditions in which one must be prepared.

Many of the Art of War principles hold true today and can be translated into the realm of marketing, as well as crisis communications.  Simply summarized: 

1. Win all without fighting. 

     Marketing translation: Capture your market without destroying it. 

2. Avoid strength; attack weakness.

     Marketing translation: Strike where they least expect it.

3. Deception and Foreknowledge

     Marketing translation: Knowledge is power. Maximize the power of marketing intelligence. 

4.  Speed and Preparation.

      Marketing translation: Move swiftly to overcome your competitors. Be the first to market. Be the first to respond. 

5. Shape your opponent.

     Marketing translation: Employ a strategy to master your competition. Build loyal customers and ambassadors.  

 To learn more, download a free e-book and visit this interesting site. As always, I welcome your thoughts and feedback.

 

 

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Business, Like War, is Competition

January 27, 2012 By 3 Comments

Business, like war, is competition. Some win and survive. Some lose and cease to exist. Business, like warfare, is a contest of wills, dynamic and fast-paced, based on morale, intellectual strategy, technology and equipment, dealing with the effective and efficient use of limited – and sometimes scare- resources.

Successful, large and small, companies within an industry, do not compete, but distinguish themselves in a crowded marketplace by going where the competitoirs do not exist. Winning companies leverage marketplace intelligence. Successful firms maximize and promote their strengths, improve their weaknessed, explore and capitalize on new opportunities and stay abreast of current and future competitive rivalaries, trends, external threats, industry best practices and foward-thinking leadership strategies.  Many proven approaches exist to help businesses win.

Stay tuned to learn more about the Art of War, Guerilla Marketing, Crossing the Chasm and Robin Hood Marketing as a few strategies to consider.  

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Market Research Helps Businesses Succeed

January 24, 2012 By 1 Comment

Here’s a guest post I wrote as a member of the Triangle Chapter of the American Marketing Association.

Market research,  a critical component of a strategic business plan, is an organized effort and systematic approach to gather and interpret information about a company’s target markets. Market research discovers what customers want, need, or believe, as well as how they act.

Findings deliver different perceptions from all audiences, including, but not limited to, executive committee members, current and former employees, independent contractors, current and former customers, prospects, industry analysts and shareholders. The results ─ which typically include a market overview, industry trends, competitive landscapes, and data about competitor’s products and services ─  can provide valuable insight to help business owners and leaders determine the most effective way to launch new products or services; to make decisions about the company’s fundamental marketing mix of positioning, products, pricing, promotion; and ultimately to manage their brand reputation.

There are a variety of quantitative and qualitative, primary or field  and secondary or desk research methods used to collect comprehensive market data. Combinations of types of research help validate and verify research findings. A Strength, Weakness, Opportunity and Threats (SWOT)  analysis takes into consideration the internal organization, external environment, industry, competitive landscape and marketplace. A look into Political, Economic, Social and Technological (PEST) influences can provide additional market intelligence about market growth or decline, and as such the position, potential and direction for a business. A Five Forces Analysis evaluates five key areas, including the threat of entry, the power of buyers and suppliers, the threat of substitutes, and competitive rivalry, which provides additional insights, allowing the researcher to rank competitors. Additional research methods include conducting interviews, developing and distributing surveys, holding focus groups, auditing existing information such as business plans and marketing efforts, review of industry/trade/social media outlets, competitors’ advertising expenditures, examination of industry and analyst reports, and online research, among others.

Many proven strategies and winning approaches exist to help businesses gain market intelligence so they can come from a position of strength, and therefore, succeed.  Market research is one of many useful tools to help companies determine if they have the right product or service, in the right market, at the right price with the right story to tell.

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Personality Types: Knowing Your True Self Leads to Success

January 24, 2012 By Leave a Comment

Personality types have been a long-time personal passion. It is my belief that the better we know ourselves and each other, the better we can face change, help each other and increase our chances of experiencing success. 

In the workplace, understanding each other’s personalities allow leaders to leverage individual’s strengths and weaknesses to be the most productive employee he/she can be. It also helps team members understand the way others want to be approached in their daily work. It provides new insights about how we can continue to build good internal and external relationships, deepen our understanding about each other’s differences or idiosyncrasies, increase our self awareness about how we respond and cope with change and even remind us about how we may be perceived or influence those we work closely with. 

One of my favorites as a writer and journalist, helps determine if you are a headline (driven by the now), body copy (driven by the how), an illustration (more about me) or a logo (more about we).  For those that know me, you want be surprised to learn I’m first a headline and secondly, body copy.

A much more popular personality test – the DISC Behavioral Style Assessment , is commonly used in business.  It helps you discover if you are Determined, an Influencer, Steady or Cautious/Compliance.  Again, for those that know me, you won’t be surprised to learn, I’m primarily a D and secondly an I.  

Another common one is StrengthsFinder,  which I’ve also had the good fortune to take.  This particular assessment gives you signature themes. Mine include achiever, significance, maximizer, command and focus. The tool was introduced by Gallup  in a  management book  Now, Discover Your Strengths, which became a  Wall Street Journal, Business Week, and USA Today bestseller. There’s also a free online Jung Typology Test, which is based on the famous Myers Briggs Personality Type.

If you know, me you can probably guess my type. Would love to know, what are you? 

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Taking Your Pet to Work Fosters Creativity

January 20, 2012 By Leave a Comment

As a first-time dog owner, I never considered taking my enthusiastic Golden Retriever Bella to work. Of course, she loves to hang out in my home office and always has since the day I brought her home a little over three years ago. So imagine my surprise when I discovered June 24 is an official, annual Take Your Dog to Work Day. It has been for 13 years.

Taking a dog to work is not that uncommon.The American Pet Products Manufacturers Association reports that nearly one in five companies in the United States allows pets in the workplace.

Surveys and psychologists suggest there are many benefits to support the concept of pets in the workplace.  A Psychology Today article mentions increased staff morale and higher productivity.The American Pet Products Association reports that 55 million Americans believe having pets in the workplace leads to a more creative environment; 53 million believe it decreases absenteeism; and 50 million believe it helps co-workers get along better. Studies also show pets offer health benefits, including reducing stress levels and lowering blood pressure.

Pet owners agree the unique bond shared with these canine companions is one that enriches their lives, physical health and emotional well-being. Glad to have Bella at my side today to foster my continued creativity! 

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