If You’re Going To Do Billboards Remember This…

TheWeddingFair.ca billboard

Make your message bloody specific.

If outdoor billboards are part of your marketing mix take a lesson from TheWeddingFair.ca. I saw this in Calgary the other day. The most prominent part of the billboard is exactly what they want you to remember. Their website.

They respect your time by not trying to tell you everything about the event.  If you don’t bombard people with information, they like that, weird hey? The simplicity of the billboard makes it stand out on a busy street. You could argue the billboard is not only simple but also unexpected if you’re talking about Chip and Dan Heath’s book Made to Stick six principles of sticky ideas.

If you’re advertising, make it incredibly clear what your goal is. Obviously the website is the most valuable piece of information to take away from this billboard.  From there you can look up anything you would like to know about the event.

Don’t make the classic mistake of trying to include more information than you have to. This goes for ANY of your marketing material. You should always ask before you publish/print “does all this information really need to be on here?” the more critical you are the better the end product will be.

Good on you TheWeddingFair.ca

What’s Really Stopping Your Company From Being Great?

It’s easy to assume what your problem is, it’s hard to take an intimate look at what’s really stopping your company from being great.

A $20,000 logo isn’t going to fix your branding problem.

A commercial isn’t going to solve your awareness problem.

A newsletter isn’t going to solve your customers not caring problem.

Sending a flyer in the mail isn’t going to solve your no one orders from us problem.

Taking an ad out in the phone book isn’t going to solve your no one’s calling problem.

Interrupting your customers with more e-mails isn’t going to solve your they don’t buy enough problem.

The first step is admitting you have a problem (this is the hardest part).  The second step is defining what the problem actually is.  The third step is a realization that you aren’t going to solve the problem on your own.

You’d be surprised at how many people and businesses can’t get past the first step.

The Paradox of Your Target Market

idea-diffusion-curve

The larger your target market the more customers you can service and a better chance to make a lot of money. Service a large number of people and you’re sure to be a success, you don’t want to leave anyone out or exclude anyone do you?  Create a product that the average person would like.  You’re sure to make a lot of sales selling an average product to average people, right?

(targeting the early and late majority is the largest, most profitable chunk of the curve but they are a difficult group to market to, for the most part they follow what the innovators and early adopters are doing.  As well you have much more competition in the early and late majority)

Or

Pick the smallest possible niche you could possibly target and focus on them and them only.  Relentlessly seek feedback from your best customers and constantly figure out new ways to delight them.  If you consistently exceed expectations they will have to talk about you to others.  Never worry about the people who aren’t in your target market, you must exclude others to allow yourself time to treat the select few customers you do want to work with extra special.  Inevitably people will be offended, upset, and even pissed off at what you do, this is a sure sign you’re on to something.

(targeting the innovators of your target market is difficult but if done properly, very profitable.  Remember, the late majority follows the early majority, the early majority follows the early adopters, and the early adopters follow what the innovators do.  Focus your efforts on the innovators and over time it will be exponentially)

You can only pick one strategy, choose wisely.

 

Do People Write Reviews About Your Business? They Will…

I went on my Kindle the other day to buy the book “Neuromarketing”, I had heard about it in a podcast.  When I searched, I found it, but I also found a similar book.  A similar book with a perfect 5 star rating.

Neuromarketing book search Read more

What Will Inevitably Happen To Your Business…

This will inevitably happen to your business, start preparing now.

Competition increases.  Growth stops, your business begins to flat line.  The CEO sends the marching orders “we need more sales!  Send out more newsletters, lets get on the Radio, lets have a sale this weekend, lets start advertising in the Sunday post AND Metro.”  To the CEO’s surprise, nothing changes.  No one opens his “more frequent” newsletter.  We tune out his quirky but generic radio spot.  And anyone who’s reading Metro, Fine LifeStyles, Business Magazine, The Sunday post, won’t be next week when the newest magazine or newspaper gets our attention. Read more

What’s Your Zero Moment of Truth?

zmotI think anyone who’s future depends upon the internet or some form of it must read Winning The Zero Moment of Truth (ZMOT). And it’s really easy to get your hands on because you can download it for free here:

Winning the Zero Moment of Truth by Jim Lecinski Read more