Tag Archives: smart marketing
In a down economy there are more small businesses operated by one person or more that open up due to a job loss, or a can’t miss opportunity. So what does that mean? It means that there are more businesses out there that don’t know all the ins and outs of marketing. But first, why is marketing important?
A lot of businesses, to use the cliche term, think “build it and they will come…” and to be successful in your business you must get past this debilitating thought process. First, whether you sell a product or service make sure your business solves consumer’s problems in one way or another. The problems can be like what to do on vacation, or where is a convenient place to shop for groceries. Whatever your product or service is, make sure you determine what problem your business solves.
Next, you watch the dollars roll in right? Maybe, but it’s not that easy. Even if you’re making money, you need to keep marketing because you have competitors and it’s a tough economy out there. Think about Tide, Dunkin Donuts and Wells Fargo. They’re all marketing, why? Marketing breathes life into your business.
Like those brands I just listed, marketing your company name and product creates a recognition factor. If your customer needs what you’re selling, with the right marketing they will think of you first and that’s your golden ticket. The thing with marketing is that it isn’t a quick fix. You need to be patient and consistent.
Marketing does require a budget. Even if it is small, you need to start somewhere otherwise your success is limited. “Success is the sum of small efforts, repeated day in and day out.” -Robert Collier. Overall, you need to be as committed to marketing your business as you were developing it. Without marketing, you won’t grow but you might learn some valuable business lessons on what not to do.
Marketing Action Step: List the problems your business solves for the consumer. Once you develop a solid list, it could be only 2 or 3 things, you need to tell EVERYONE.
This week’s Smart Marketing Move goes to Lou DiBella at DiBella Entertainment. On Saint Patrick’s Day this year, there will be at least one Irishman on every score card for the fights promoted by DiBella Entertainment in Madison Square Garden, New York.
Everyone knows that Irishmen like to drink… and fight. This myriad of fights culminates in the action packed finale of Middleweight Champion of the World Sergio Martinez vs. Irish Contender Matthew Macklin. The opportunity does not come by very often to put several top athletes together from a single nationality. Also, renowned Irish-American artist Jace McTier will be ringside sketching and capturing the history of champions.
Because the fights are on St. Patrick’s Day, this draws not only a large nationality group, but it also monetizes a popular holiday by focusing on the Irish heritage of boxers. What better way to celebrate Saint Patrick’s Day than to head to a fight. (Remember I said go to a fight, not start one, be safe out there.) The location is also a big factor; New York in Madison Square Garden is the perfect venue for a Saint Patrick’s Day fight, second only to Dublin Ireland of course.
Lessons learned: This move involves many aspects to marketing a business, take note.
1– What holiday could you attach an event to that you’re already planning? The fighting event held on Saint Patrick’s Day is a special and unique opportunity. Be open and aware of who your business can reach.
2– What type of location are you in? Madison Square Garden is obviously well known; sometimes you have to go to people rather than them coming to your store front. What events is your town holding that you can be a part of?
3– Art! Art is evocative and DiBella Entertainment is reviving the magic of the Muhammad Ali and Leroy Neiman combination by bringing sports artist Jace McTier in to the fights to capture the history of champions. Combining art with a sport not only allows history to come alive, but also gives an edge to the sport that can create a wider fan base. This is not something that you can do every day with your business, but watch out for any special opportunities that your business can capitalize on (e.g. If you own a sports restaurant, order the fights and promote the holiday).
This week’s Smart Marketing Move goes to TWO companies.
Disney Cruises & Maytag for their sponsorship of “Who wants to be a Millionaire?”
Each company, I’m sure for a hefty fee, sponsored this popular game show on separate occasions. It’s highly watched, it’s on in luncheonettes around the US, and because it is a quiz show, as an advertiser you are going to hit a diverse audience.
Just like if you were going to win money on a normal Millionaire show, you had to answer one of the questions right to win a Disney Cruise or a Maytag washer and dryer. This got the audience excited and encouraged more interaction.
This was a smart move for both companies because:
- It created brand awareness. You know Disney, but maybe you forgot about their cruises.
- As part of the audience, you were rooting for the contestant more for the “extra” prize and a bigger pay-out than normal.
- The contestant that won is going to be an advocate and spread you name brand around via Word of Mouth Marketing.
- Gives face-time needed to solidify your company into the short-list.
- Positions your company as a market leader.
Lesson Learned: Ok, so you’re not Disney or Maytag and you don’t have their budget. It doesn’t matter, think about the possibilities you have in your “back yard.” Here in Philadelphia, we have many community events that we can sponsor from an annual art walk to college basketball games, or even a half time shoot out at a youth game – parents are bound to be there! Don’t just think about social media….think out think your competition, don’t outspend them!
This week’s Smart Marketing Move goes to Kay Jewelers.
Kay Jewelers is a typical jewelry store, offering necklaces with diamonds, gold, and silver. So, in the cluttered marketplace, how do they stand out? With their tagline. Continue reading
This week’s Smart Marketing Move goes to V8 Juice.
V8 has always been one of my family’s products, and in the past they have created some memorable ads and here they’ve done it again.
Their recent commercial caused me to laugh out loud for a number of reasons:
1. Jackie Chan, a well-known actor because of his martial arts skills, was used for this commercial and they incorporated it in the commercial in a funny and in your face way.
2. It had very little dialogue, but used an action oriented approach to make a strong point.
3. It had a clear and concise message that the juices and smoothies people were drinking did not compare to the health benefits of V8.
The commercial is short and utilizes a relatively familiar environment — someone eating breakfast or walking down the street to make the V8 pop and stand out, because of the brightness of the V8 bottles and with the use of martial arts movements.
This is a great way to grab the audience’s attention in a cluttered communications landscape as well as send two messages; a push for healthier living and a push for a better product.
Lesson Learned: When marketing a product one has to look at what’s being done by others and “think-outside-the-box” in order to not only stand out and be remembered. The promotion possibilities here are unlimited and hopefully they company took advantage of that scenario.