Making Connections with Networking

Many people network, but very few actually connect.

I was at a seminar today with CPA's and Dentists from all over the United States and had another opportunity to engage and make new friends. And once again, I learned a valuable lesson.

Many people were interested in talking about themselves, but so few were interested in others. Oh yes, they appeared to listen, but only for so long.

I had the chance to listen to what concerned two particular people. Both had problems and both had not really resolved them. When I listened and suggested ideas or tactics, they were both pleasantly surprised that I took an interest to such a degree that I actually had viable ideas to their resolution. Now mind you, these were not revolutionary ideas, just simple and workable.

The first gentleman was new to his job as a marketing director. I demonstrated that using analogies to well-known events was effective. This is the essence of positioning and story telling.

My second encounter was with a CPA who had to become more aggressive in marketing, as some of his old clients had gone bankrupt. When I pointed out that most that had not failed fit certain demographics, we discussed how the existing clients could be surveyed as to why they used him, what he offered that was most appreciated, as well as determining their needs and wants. From there, we could see who else was like this and target those types of markets.

The field was open as he never really had to market before is a smooth riding economy. But once the Titanic hit the economic iceberg, then he had to head for some promotional lifeboats.

Of course, both offered their cards without even asking. I wan an ally, and source of help, versus a hand sticking out to somehow schmooze my way into their lives.

Approach, engage and enlighten. Do this daily and you will have a huge network of people to do business with.

Best, Edwin Dearborn

Touchpoints: Crucial To Marketing & Revenue

My recent flight to San Francisco was an opportunity to experience the airline industry since starting my blog. I flew Southwest and it was a great experience. I was definitely not expecting to write about the glory of being packed in like tuna, but here we are.

Southwest's marketing strength is with their flight attendants and the whole philosophy that has developed excellent relationships with this crucial touchpoint. No, that doesn't mean you can touch the flight attendants. Let me explain the term for those that may not have heard it used before or just would enjoy some additional enlightenment.

What is a Touchpoint?

Let's take a bank for instance. A customer has vast possibilities to get in contact with a bank. Touchpoints in banking can include client service advisers, receipts, events, offerings, financial expert reports, mailings, website, research reports, sponsoring, word of mouth, e-banking, regional office or contacts by phone with the client service advisers, etc. In other words anything that reaches that actual user. The small stuff, the big stuff and everything in between.

When I fly, it does not really matter to me who I fly with. I am not a "core customer", but I wanted to become one after that flight. And this is the key to your marketing strategy. How do we improve the experience at our touchpoints to convert and keep more business?

The flight attendants were not ugly, we quite helpful and even added some levity and humor to their announcements. They always smiled and you could tell that all their antics were encouraged. Airlines are the same to me. Just get me there in one piece, on time, and we're all good. Pilots, I expect them to fly. The colors of the plane or their log, who cares? How you treat me: Priceless.

Does your marketing strategy include how your touchpoints interact with others? Is your web site friendly, and more importantly, are you and your employees? This will gain and keep more clientele than any fancy logo or some warm and fuzzy tag line.

Develop a strategy and training to make these required skill sets second nature. And above all, keep in your QC to ensure that these policies are followed and that your customers can be heard, if and when there is ever a lapse.

Best, Edwin Dearborn

Networking Spider Generates More Sales

I flew to San Francisco today for an impromptu business meeting. Little did I know that the person I was going to see had already planned to attend a networking meeting for lunch. So, I went along as her guest, as members are encouraged to do so.

While everyone had their 30 seconds, to pitch their wares, one person referred to himself as a "Networking Spider." I just loved that self-ordained title. But, it got me thinking.

Many business people may be looking at how to use the web more effectively, and this is, no doubt, a necessary strategy.

But in reality, talking to people directly and doing so often is so more effective in building relationships. Again, do not think that you should now throw away your PPC campaign or all the other actions you are taking to maximize your marketing effectiveness on the web. Continue by all means!

What I am talking about is ensuring that you do not lose that human touch in business. Not only is it healthy by getting connected with others to share ideas and leads, but it really gives you a finger on the pulse of the world around you. Nothing is better than face-to-face contact.

After the lunch, the person who invited me wowed me with a spreadsheet of all the business she had contracted and sold as a result of this networking group. It was 40% of her income of a very profitable business. She has been a member for 14 years and it was paying off. The key to her success is that she demostrated persistence and hard work, qualities of an Outlier.

Want more business, more sales and more revenue? Become a Networking Spider!

Best, Edwin Dearborn

Everything But The Shoes

I had two instances today where the shoes did not complete the package. In other words, you need all the parts to be cohesive in making a full marketing and sales package.

First blunder: I'm going to work and I see a guy riding a really awesome motorcycle. It was a Kawasaki Ninja and it looked amazingly dangerous and fast. The rider had all the right gear. Perfect helmet, great riding jacket, but he was wearing loafers. Loafers? It just killed the image and I can assure you that no one is going to want to ride with him except posers and nerds.

Blunder number two: Wife has all the right stuff for the party that we are currently late for and she forgets to get the "right" shoes. Spends all afternoon shopping, even though she has had about a 4 week notice to this Hollywood shindig. All was set and ready, and then the shoe issue appeared.

Both were suffering from having everything right, except the shoes. Got to have the shoes and in your marketing and you've got to have all the parts match. Sales has to follow up on the leads and you must make the marketing work to drive in those leads. One without the other is, well, like riding with loafers.

Best, Edwin Dearborn

Facebook Marketing Tools

Here is a helpful resource to market yourself, your product or your service a little more effectively on Facebook.

http://www.facebook.com/home.php#/marketing?ref=mf

Make Your Web Site More Google Friendly

The almighty Google is determining our marketing future, as well as our business prospects, more than Obama rules the political airwaves.

Their presence and power cannot be denied, nor ignored if you are to succeed using on-line marketing. With over 70% of internet searches through the god-like portals of Google, you must know some basics.

First must know: I am not a Google expert. The guy for that is www.billmcintosh.com. No, I don't work for him, nor am I an affiliate. Good friend, yes. But nonetheless, I have never met anyone more resaerched regarding the "must know". When it comes to know-how, Bill is not frugle with the Google.

But here are some immediate and helpful tips:

* Flash is trash. Having flash on your site is not Google friendly.

* Have lots of original content. Make sure you have some market research into key terms of your industry, buttons, common pharses and terminology so that your articles and pages are using these terms, correclty and often.

* Post videos. Lots of them. Do not worry about the qulity at first, but get videos of "how to" solutions of solving common problems, tips and interesting tid-bits that people can use to increase insight and revenue.

* Keep it simple. People will judge your web site in a matter of seconds. Symetricl design, easy to read letters and an overall layout that is easy on the eyes.

* Your logo has got to be simple and rectagular. Your ratio should be for every one inch in height, 2.25 inches in length. This follows how two eyes are set withing the head.

* Make it easy to join and to collect their contact data. Have somewhere on your home page a place where you can ge the persons e-mail, but giving some free offer, such as a report, or having them subsribe to your blog. You need their data to start the marketing process.

* Blog, blog and blog. Make them pertinent, make them interesting and do it often.

Hope this helps.

Best, Ed

Lance Armstrong: Hero & Branding Master

Since his first Tour de France win, I have been a huge fan of Lance Armstrong. In fact, I use his example of greatness many times in my seminars and in one-on-one interviews.

But Lance is not only a cancer survivor, an inspiration to millions, but he is also a marketing master for his own brand, LiveStrong.

Lance has not only survived one of the deadliest diseases, he went on to prove that mind over matter can be taken to previously inconceivable heights.

You could not have written Lance's story and have it believable. Now this blog article is not about that well covered accomplishment. Lance then toped off his historic feat of seven wins in a row by doing a a perfect job of marketing his "triumph over struggle" feat. Lance has turned his epic life into a powerful brand that represents so much more than surviving cancer.

Lance Armstrong's brand is just as much spiritual and mental as it is physical. LiveStrong is a perfect blend of Lance's name and his belief in his fellow man. He has not only awed us, but Lance has invited us to believe that this is what we're destined for. And Lance has captured that into a bracelet, a clothing line and many other aspects within his ppowerful brand.

The lesson we can learn from is this: We too are survivors of something. In today's economy, we need other examples of HOW TO SURVIVE AND FLOURISH.

I survived the dot.com bust and built a huge internet business.

I have survived well being a successful business woman in a man's world.

I came back from bankruptcy to making millions.

I survived drug addiction, and now run a center to help those who also struggle.

You get the point. Now we might not be as famous as Lance, but the example here is that maybe our positioning could be that of one who can show others how to make it, how to overcome their form of "cancer" and then to flourish depsite all the odds and experts.

Best, Edwin Dearborn

Marketing Suveys: The Base of Better Promotion & PR Campaigns

I am amazed on how few people use surveys in their marketing and public relations campaigns. One of the main reasons is, "Where do I start?"



While market research is vast and sometimes a complex subject, one can do something on an immediate basis, and that is to thoroughly analyze what and who is already driving sales. What made the sales in the past is a portal to discovering how to increase those sales even more.



To understand this vital process in marketing and PR, you need to start with an understanding of the word analysis. In short, the word analysis means to break something down to its component parts and to analyze not only each of these parts, but how they interrelate to each other and act as a whole. In other words, what makes this up and how do they work together to bring about the dynamic aspect of the whole.



Marketing surveys and analysis can simply start by looking into the vital aspects of those who have already purchased from you or an industry similar to the one you are in. Such key data to discover would be:



* What promotional action (internet, google ads, networking, referrals, mailers, etc.) originally brought the customer to you?



* What about that campaign was the successful aspect? Was there a particular offer in that campaign that caused their response? What exactly made them respond to that campaign?



* If a referral, why is that they choose you and not someone else to send their friends to?



* Where do they live? What is their income bracket? Age? Profession? Gender?



Well, you get the idea. You want to know their particular qualities and how all these qualities work together. For instance, you may find that those who are referred to you are of one age group and those who respond to your google ads comprise another. This then shows you that you have two different publics. Now you can develop PR and marketing strategies to develop even more leads like that.



I will give you an example. I had one organization that I worked with that found that 85% of their income came from about 20% of their clients. Many purchased their products, but a small handful were heavy purchasers. It was discovered upon thorough research and market analysis that these people: 1.) Owned their own business, 2.) Their business had been established for over five years, 3.) The majority were male, 4.) They were all homeowners, 5.) Their common compliant for purchasing was to develop better skills.



This can then be turned into a mailing list of that public, as well as designing a PR and marketing strategy to join networking groups that have these type of people and targeting this public in their internet ads.



To increase sales, discover who and what is driving them in the first place.

Best, Edwin Dearborn

Best Logo Design

Watch this video from PR & Marketing master, Al Reis.
http://www.youtube.com/watch?v=GZ0W-_9gTH8&feature=related

Great Lesson from a Marketing Master

http://www.youtube.com/watch?v=hqhTLx5vyVU

I Didn't Relish My Pickle

This may seem insignificant, but I feel my free pickle is a microcosm of a bigger problem in marketing. You see, I didn't ask for, nor want a large pickle spear as part of my garnish.

I had ordered a pretty fancy sandwich and was kindly asked if I wanted a bag of chips or an apple. Feeling like I should be a healthier consumer, I went with the apple. The service was prompt, but right by my sandwich and my very small apple was a pathetic pickle spear. No one asked me if I wanted one, I just got it.

I say pathetic, as this uninvited guest was bereft of color or crispness. Already not a pickle eater, this just furthered my preconceived ideas of not liking pickles.

Why did they not spend that pickle money on a bigger, better apple? I mean that's what I wanted. So please bring to me the high level of exchange in what I wanted.

Or at least give me the option of a better garnish. I like grapes or maybe carrots.

In marketing, we may be providing unwanted pickles, when really our customer wants a better apple or something more pleasant. Small stuff, when offered correctly, are the important, personal touches that adds to our brand value.

Maybe you need to do a reality check and see that some of what you are providing is an unwanted pickle, that when discovered and remedied, now opens the door to providing the actual item that people want, and doing so with your saved up pickle money.

Best, Edwin Dearborn