Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Posts Tagged ‘new customers

You’ve got the whole world in your hands

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iphone_homeA recent post made on Twitter: New phone books arrived yesterday. I’ve already recycled them today. Have they not heard of the Internet?!?

Between my wife’s iPhone and my Blackberry, there is little that we can’t do from the road. Email, phone, data from the Internet, media consumption all are easy and convenient with one of these two devices.

Lately, I’ve been enjoying Pandora for Blackberry. Connecting the phone to my car’s audio system, I now have a music delivery system that I find superior to my XM radio. The business model for Pandora? On screen ads.

As one of the majority of drivers that has to endure morning and evening rush hour commutes, I signed up for a free email subscription to Traffic.com. Their business model? Embedded ads.

With both of these services, I find myself paying close attention to the ads that are placed. Typically, the products and services offered interest me. For example, recently Land Rover sponsored Traffic.com’s reports. I haven’t checked out Land Rover lately and I wondered what they were offering. Land Rover would have continued to have been out of sight/out of mind for me if not to reaching me where I use media today.

How about your business? Are you looking closely at handheld and portable devices as an avenue to reach new customers? Free apps offered to iPhone users or pushed data to handhelds are just a couple of the new routes that advertisers can take.

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Fixing a broken belief system

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“I tried that before and it didn’t work.”confused_man1

Think about that statement for a moment. How many times and how many ways have you heard that statement expressed. Since this is a blog about marketing and business, I’m sure you know where I’m going with this, but let’s take it out of context and examine it.

Ever pick up a remote and try to change the channel on your TV, but the batteries were dead? Did you resign yourself to manually changing the channels from then on or did you examine the problem and find a solution? New batteries means you fixed the situation. The problem wasn’t with the remote.

What about hiring a bad employee? Unfortunately, many of us have been in that situation before. It’s a difficult solution for all concerned, but once the remedy was executed, the situation was fixed. Does that mean hiring employees is a bad idea or did I mean that you just had to examine the problem?

The same ideas apply to marketing. Time and time again, I’ve encountered people whom might have “tried TV” or “did marketing” before and whatever they did had failed. Therefore, they jump to the incorrect conclusion that marketing doesn’t work (for them). Instead of spending the effort of finding out why it didn’t work or determining something else that might work for them, they walk away from marketing their business and handicap their business’s growth.

I highly respect the business owner that I work with who calls me up to tell me that their current spot or ad isn’t working. That gives us (both the marketing firm and the client) the chance to reexamine the messaging. Is the wording strong enough? Are we appealing to the right audience? Are we even reaching the right audience or are we using the wrong medium? This is a far better path than simply pulling the plug on a campaign and walking away from marketing altogether. Sure it harms the marketing firm some. But the biggest damage is done to the business itself. The owner no longer believes in marketing and therefore limits that business’s growth potential.

Take a look at the list of Fortune 100 companies. One of the things that they have in common (with the possible exception of Berkshire Hathaway) is an expansive marketing effort. They know and understand that growth comes from reaching new customers, announcing new offerings in the most effecient way, and branding themseleves against their competition. Even at the small business level, growth must come from telling people that you exist.

Do you have a story you can share in which your marketing efforts were falling short and you did something to turn it around? What can we all learn from examples that you can share about your business’s marketing successes?