Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Archive for October 2009

It’s a solution, not my solution

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scarybox1I was once attached to a company that actively sought out to put themselves into the following trap:

Generate a suite of business solutions that we can hang our hat on. These solutions will serve the majority of businesses regardless of their market position and valuation. By generating a suite of “off the shelf” solutions, the company will save on resources that otherwise would have to go to generating unique solutions for every new client. Furthermore, once our sales team learns the suite, they can speak very passionately and effectively about it to prospects.

That company is no longer in business. This practice was a major contributor to their demise.

Quick, name two companies that operate exactly the same. Name two companies for which an off-the-shelf solution (software, operational, marketing, or otherwise) could quickly be immediately integrated and effective. You can’t because there is none.

Every business faces different challeneges dependent on a host of variables from their marketspace to their corporate values. Two different companies that make identical widgets do so in different ways.

I recently was connected to an organization which created boilerplate new business pitches. The budget that followed the boilerplate was, of course, customized to reflect the client and project, but the majority of the paperwork was submitted untouched. If you try to play this game, you put your chances of winning the business in peril. Your proposal comes off being to generic and ends up being as ineffective as a generic cover letter.

It takes work to get work. Anything worth having is worth working for. By taking the extra time to generate proposals and solutions for each individual situation shows that you are earnest when you say “I want to work with you. I want to do work for you.”

Written by Jeff York

October 16, 2009 at 2:27 pm

It’s time to get horizontal

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product2This blog has been chock full of ideas and concepts on how you can increase awareness of your product. We’ve talked about on-air advertising (television and radio), print, outdoor, Internet, direct response, economic challenges, the power of social media, and Guerilla Marketing. We’ve even talked about co-op advertising. This week, we’re going to explore the idea behind horizontal marketing.

Let’s say you make…oh, I don’t know…in keeping with the horizontal theme: mattresses. You want to increase the awareness of your product so you know you have to advertise. The problem is your particular product isn’t something that people can easily browse in a store like a candy bar or shirts. Your product has to be a destination for a shopper in order for a potential customer to lay hands on it. Beyond traditional media buys and storewide sales events, what else can you do?

Similar to the concept I forwarded with co-op advertising, are there interconnected businesses that you have a relationship with where you can co-promote together? For example, maybe there is a home improvement store or a bed sheet manufacturer where you can build a partnership. With the purchase of a mattress, you get a set of bet sheets or a gift card to a home improvement store to further improve your bedroom. Then in buying the traditional media, you can split costs with your partner thereby lowering your advertising costs.

If you own a mattress store, it’s smart to think vertically and split ad costs with mattress manufacturers, but there are endless possibilities horizontally as well, all of which can lower your marketing costs and increase your exposure.