Tuesday, January 30, 2018

A 13 Word Value Proposition

Most people know about the “elevator pitch”.  If a prospect rides in an elevator with you, what would you tell them about your company in the time it takes to go one floor?  What would you say if they rode with you two floors?  And so on.  Your story begins quickly and progressively builds, adding details as the prospect stays on the elevator.  It’s a great way to create a foundation for consistent messaging in introductory meetings, cold calling and trade events.  It also provides a starting point when designing marketing support materials of various sizes and lengths.

Tuesday, January 23, 2018

Use Defensible Claims for more Effective Marketing

In the marketing world, words matter.  Communicating company value in a clear and concise manner can be harder than one may think.  With over 170,000 words in the English language, how do you chose the right words to convince a prospect your product/service is better than the competition?  Use too many words and lose the readers interest.  Too few words and you may not convey the whole story.  Savvy marketers create effective, efficient communications by choosing their words wisely and leveraging superlatives in brief defensible claims.

Monday, October 23, 2017

4R Systems - Attribute Based Assortment Optimization

First video from a new client, 4R Systems (4Rsystems.com).  4R Systems uses science and technology to help retail chains maximize profit from their omni-channel inventory investment.  See more sample videos at Video222.com.

Sunday, November 27, 2016

A million dollars in eleven days.

Some marketers love to use analogies and colorful comparative statements.  Recently, one manufacturer said their company produced so much wire, it would stretch to the moon and back ten times.  That’s a lot of wire, but unless you are selling to the twelve people who have actually walked on the moon there are few who can truly relate to such a distance.

Statements like these should have some relationship or direct meaning to a customer or prospect. Only then will they fully comprehend the enormity of an accomplishment or milestone.  Here is an analogy I used with some financial executives prior to presenting some global economic reports.  It uses a common symbol of retail banking – the teller – and maybe the most recognizable currency on the planet, the one dollar bill.

Wednesday, November 23, 2016

Brand personality improves marketing performance.

Marketing people are always talking about the power of brand personality. They see it as a way to create a relationship between the seller and customer by placing human qualities and characteristics on a company or product. Defining the personality for a brand may be difficult, but finding the right one can have tremendous impact on sales and marketing performance. Since the goal is to add acceptable human traits to inanimate entities, some marketers use popular psychological tests to help define and develop the most effective brand personas.

Tuesday, November 22, 2016

The Best Logo. Ever.

Throughout our lives, we are exposed to many different logos. Nations, corporations, organizations, people and products use graphic marks and emblems for instant public identity. There are some good logos and some not-so-good logos. There is one logo, however, that stands out from any other.   That logo is the best ever!

Monday, November 21, 2016

A 55 year old concept may help your marketing dilemma.

Way back in 1960, a marketing professor at Michigan State University named Edmund McCarthy, developed a set of basic ingredients required to successfully market goods and services. These variables are:  Product, Price, Promotion and Place. Commonly known as the “The Four P’s”, Mr. McCarthy expanded on a “marketing mix” concept previously developed by Neil Borden, a professor of advertising at Harvard.  Marketers around the world used the Four P’s to be sure they had the right stuff to succeed in their particular market.  Today, even with our rapidly changing digitally connected world, this old-school concept is still a viable tool to shed light on deficiencies in a go-to-market strategy.