Ice Cream Melts and Three Other Marketing Tips for Summer
This week’s guest post is by Jamie Eslinger, a friend, colleague and fantastic marketing coach.
Jamie “Sling” Eslinger loves to make consumer brands shine. As the founder of MarketingTiara she also coaches entrepreneurs and marketing mavens to be brilliant.
We all have experience chasing ice cream around the top of the cone before it falls off slowly dripping into a puddle on brand new summer sandals, right? But that’s the fun of it! The point is… you KNOW this because you have EXPERIENCED it first hand, or first lick whatever the case may be.
Let’s pretend you are from a far flung universe and ice cream is new. How you would explain it? Describe it? Package it? Convince others to try it?
Let me just get to my point. You know and experience YOUR OWN product better than anyone. You live it, sleep it, dream it, work it. In many cases, especially for consultants or entrepreneurs, TAG you ARE it.
So here are three tips to make sure your marketing plans don’t melt this summer:
1) Drinking Too Much Cool-Aid
Sometimes marketing people fall so in love with their own ideas, they forget to ask the most important person on the planet (hint: the customer) what they might think about it.
Solution: Reach Out and Touch Someone
Even if you already subscribe to third party consumer research, conduct your own.
You can easily create surveys, do in-store questionnaires or hold focus groups with your best customers. And sometimes it’s even better to talk to your worst customers (the ones who don’t hold back any comments). In the end it doesn’t matter how you do it, just make sure you take some advice from the old AT&T ads …reach out and touch someone. Find out why they like your product or why they don’t. It will be insightful for your next product launch and you might be surprised what they say.
2) Analysis Paralysis
If you’ve ever made fifteen spreadsheets to prove what just one will tell you, you know this state of being. Usually it means there are other issues at hand. For most projects you can only measure so much before it’s time to take action. Of course, it’s the measuring that leads to success so use the age old advice of measure twice cut once — not measure two billion.
Solution: Testing Schedules
If your team is stuck in the land of analysis it’s time for a test. Encourage them to take action. One way is to set up a market test. Be sure the market is small enough to be measurable. It is also critical to give the test a start date and end date and know what you want to measure BEFORE the test begins. The classic questions to ask are: will this meet sales goals, profit goals and consumer interest? It is easy to get sidetracked once a test starts so make sure you set success parameters ahead of time. It should be very easy at the end of the test window to know if the test passed and the launch is a go. If not, you go back to the drawing board but now with a lot more information than just a spreadsheet.
3) Social Media Blues
Feeling behind the times with social media? Who doesn’t’?! It changes every day. That’s what makes it fun and so hard to keep up with too. In the old days of advertising a marketer paid for tons of research to prove if a television ad or radio commercial was on brand, or if it was compelling enough to sell before the ad ever saw the light of day. Not so these days.
Solution: Merge It
If you are a little weary of how to add social media to your standard marketing, let me just point out there is a huge international focus group in real time just waiting for you – it’s called facebook, sometimes referred to as twitter and other times it comes in the form of a blog. You can tap into this instant information engine to gain free insight about your products. It can be a barometer of what your current customers actually believe and tip you off to important messages you need to address in your advertising. By merging consumer thoughts collected through social media into your standard marketing mix, you can effectively create traditional media (tv, radio, even internet ads) with social media intelligence.
To see a three month plan of how this works, read this great article by Bill Flitter:
http://www.imediaconnection.com/content/27277.asp
For a marketing strategy that won’t melt I recommend mixing consumer insight with action (test something, do something, don’t just sit there looking at your computer screen) and tap into your social media friends and followers for some key insights and messages. And to the Dog Days of Summer I say enjoy the ice cream and leave the Cool-Aid behind.
Sign up for MarketingTiara’s Shine On newsletter at: http://conta.cc/signupforshineon
Follow her blog at: www.consultsling.com
Check out Jamie’s marketingtiara retreat in September here: bit.ly/aLzx56
Celebrating My Independence
I’ve had family and friends say to me that I’m independent to a fault. Is there such a thing as being too independent?
I left corporate America six years ago to start my coaching business and I’ve never looked back. Sure, there have been challenges; plenty of challenges. I would be dishonest if I said running my own business is a piece of cake. It’s not. It can be stressful and even scary at times. Why? Because YOU are the business and though you can occasionally take time off (as difficult as that is for me personally), at the end of the day, it’s YOU who makes all the decisions and charts the course for the direction of your business.
In the beginning, I would stress over every decision. It seemed to me at the time that every decision was a monumental one. What should I name my company? What should my website look like and say? What is my niche? I have to say now I make my decisions quickly and they are often based on my intuition. Sometimes I make good decisions; some aren’t so great, but I’ve come to realize that this is all part of the evolutionary process of becoming an entrepreneur. I celebrate the fact that I have the ability to make these decisions and chart my own course; to make some mistakes and hopefully learn from them and move forward. That’s what is means to be independent after all.
That being said, I think it is possible to be independent to a fault as an entrepreneur. You can’t build and run a successful business in a vacuum. It’s important to surround yourself with a network of supporters and mentors that you can tap into for advice.
I read recently that every business owner should have an advisory board for their business; a group of like-minded business people who can act as a sounding board when you need it. This advisory board can be a formal group or an informal relationship with colleagues who have the experience and expertise to help guide you.
Who should be on your advisory board? For my coaching business, I look for advice and support in finance, marketing, technology and design and often use a coach myself to keep me on track and move my business forward.
So, it is Independence Day and I am celebrating my independence! Being an entrepreneur is an amazing experience to me. Because I am following my passion to help other professional women be successful, it never feels like work. I love it and every day is a celebration of my independence. That being said, I think as an entrepreneur, it is possible to be too independent and we need to seek out the advice and expertise of others to help us grow. In the end, this gives us the ability to maintain our independence and flourish.
Happy Independence Day!
If You’re Stuck, You’re Going Nowhere
A couple of weeks ago, I interviewed Libby Gill on my Head over Heels Radio show about her book, You Unstuck: Mastering the Rules of Risk Taking in Work and Life. Reflecting on that discussion this week, I realized that there are so many ways we get stuck in our personal lives and in our businesses. I guess it’s part of the human condition to get “stuck in our ways”, especially as we get older.
Sometimes we get stuck because we become so comfortable where we are that we are fearful of taking any risks that might bring about change. So we stay in a job that has no potential or a job that we hate because in our minds, the choice is between the job that we have become so accustomed to and the unknown. We are frightened of the change. Needless to say, whatever the reason is that we don’t make a change, it is important to realize the consequences of being “stuck”. After all, being “stuck”, quite simply means going “nowhere”.
As an entrepreneur or small business owner, it is critical to not only be flexible, but willing to take some risks and embrace change. Any company that is fearful of change will eventually miss the boat. We all need to keep the pace of the many changes in the business world today. Think about this; if you did not embrace technology or the internet, where would your business be right now? What about social media?
I often laugh when I think about the phrase “business as usual”. In today’s marketplace, does that have any meaning at all? Changes happen so rapidly and the need to adapt and be flexible so critical, that the way we did business just last week, can be obsolete!
In my own business, I am constantly making changes to my business model and tweaking my approach, yet I still find that I get very comfortable with some aspects of my business. Consequently, it becomes more of a challenge for me to let go of certain business practices as my business gets more sophisticated. It seems that there are so many choices relative to how to move forward that it’s daunting. It’s much easier to procrastinate or vegetate instead. (By the way, when this happens, it is a good time to hire a business coach!)
Take a good look at your own business and evaluate your flexibility and willingness to change. Have you resisted any changes to your business recently? Are the reasons for your resistance valid or are you stuck because of your comfort level and fear of taking any risks?
Remember that being “stuck” means “going nowhere”.
Why Do Car Salesmen Have a Bad Reputation?
Why do car salesmen have a bad reputation? Why do we hate those nagging telephone calls from strangers telling us to buy something? The reason, I believe, is that the sales techniques they use are impersonal and we often feel that something is being forced on us that we do not want or need.
The fact of the matter is that even if we do need the product or service that’s being promoted, we are so turned off by their approach, that we can’t wait to escape from the conversation. We say, “I’m just looking, thank you” and hope to be left alone or we hang up. Quite simply, we don’t like being told what we need and what we should purchase. Most of us like to make our own buying decisions.
With that in mind, it is important for anyone who is promoting their own product or service to be aware of how they themselves feel when they are being sold to. Very often, we are so focused on selling the product or service we provide, that we don’t take the time to tailor our message to the potential buyer. We don’t take the time to ask the right questions to see if, in fact, this person needs what we have to sell. If we use one generic approach for all potential buyers, we will not make the necessary connection with the person to close the sale.
Asking questions is, of course, a great way to ascertain if there is a need for what we are selling. Open ended questions such as, “how?”, “when?”, “where?”, “what?”, “how much?” elicit the information we need. The process of asking questions, listening, and responding, creates the foundation for a relationship and it is the relationship that is critical in the end to closing the sale. When a stranger tries to force us to buy something, we get agitated, defensive, and immediately put up a protective wall.
So maybe you’re not a car salesman. Maybe you’re an entrepreneur who must promote their services in order to grow their business. How does this apply to self-promotion? Do the same sales techniques apply when you are promoting yourself? Absolutely! When you are in a conversation and someone asks you what you do, you are certainly in the position to talk about your business and the benefits and value it provides for your clients. But how do you know if this person is a potential client unless you begin to ask them questions to get to know them better?
Remember how you feel when someone tries to sell to you. How do you feel when someone gives you a generic one-size –fits- all pitch? Ask questions that will help you get to know the person better. Ask questions to determine their need; their pain. Then deliver your own irresistible pitch so that they understand very clearly what you do and the energy and passion you have for your business. It may be that this person is not a potential client, but by establishing a relationship, you are setting the stage for referrals or even a future sale.
Can You Take a Break from Work?
I did something really important last weekend. I took a whole day off! I have been consistently working seven days a week for months without a break and my coach strongly suggested that I try to take one full day off each week. Well, if my coach told me to do this and it was part of my assignment, I could not refuse.
I have to admit I was very anxious about this. If I do indeed take Sunday off, what will my Monday be like? Won’t I be even more stressed than if I worked the whole week?
I had to make a plan. I knew that if I stayed around the house, I would be compelled to look at my computer and blackberry and do some work. I know myself all too well. So I planned a trip with a friend to go to Provincetown for the day. It was a beautiful day and a perfect time for an outing on Cape Cod. We took the ferry from Martha’s Vineyard and drove the length of the Cape, listened to great music, ate a fabulous lunch at an outdoor café, and shared some small talk.
My next challenge was to not discuss business all day. I didn’t do too well in this category, but this “taking a break” thing is a process for me, and at least I was off to a fairly good start. After all, I physically removed myself from my office and work environment. (I do think I might have cheated though when I came home that night and did a little work before heading to bed. Don’t tell my coach!)
Monday morning I felt refreshed and energized and not at all stressed. It was a good experiment for me and a great lesson as well.
Sometimes our drive to be successful drives us to work compulsively. Can you relate to this? Intellectually, I’m sure we all recognize this is not healthy. I know that I certainly do, yet pulling myself away from work once a week to do something entirely different makes me anxious; a clear sign to me that this is unhealthy behavior.
I am mindful that at least once a day I need to leave my desk and my office and do something unrelated to work. I am mindful that once a week I should take twelve hours of respite to renew my energy, spirit and passion for my work. What I have discovered is that when I step away from work my creativity kicks in and I can actually think more clearly.
Case in point, for weeks on end I was trying to think of a new name for my radio show. Women Mean Business is trademarked by NAWBO and though I was unaware of this when the show launched, I did receive notice from them to stop using the name. I loved the name and racked my brain trying to think of something equally sticky and clever. I even ran a contest on LinkedIn to get more ideas. Trying to get a new name was on my mind night and day. Here’s the lesson though. As soon as I let it go and stepped away from the problem, a solution came to me. Miraculously out of the blue, the new name, Head over Heels, popped into my brain. WOW! I could not believe it. This process of “letting go” really worked.
If I can pass along any wisdom about this it is to be mindful yourself of how your drive to be successful can work against you at times if you don’t take a break and let go. Not only is it not healthy, but the consistent compulsive need to work actually stifles your creativity and is counter productive.
This is a process that I’m just beginning myself.
Well, need to get back to work. :>)
Virtual Women’s Business Summit
Imagine being able to hear fabulous keynote speakers such as Arianna Huffington, attend workshops and even network without leaving your desk!
Women’s Leadership Exchange is staging a VIRTUAL business summit for women on May 26th!
I have been offered a discount code for the conference for all my friends and contacts. If you are interested in attending this incredible event, you can register here for just $69 (instead of the regular price of $119)
http://www.womensleadershipexchange.com/index.php?pagename=virtual
and put VIPTICKETS in the source code.
I’ll be there and hope you can join me!
Do You Have What It Takes To Be An Entrepreneur?
The Harvard Business Review posted a test this week, “Should You Be an Entrepreneur?”
The test of 20 questions was created by the author of the article, Daniel Isenberg, who is a professor of management practice at Babson College.
I thought it would be fun to pose these questions to those of you who are entrepreneurs, like myself, or to those of you who are considering taking the leap to starting your own business.
Here they are:
- I don’t like being told what to do by people who are less capable than I am.
- I like challenging myself.
- I like to win.
- I like being my own boss.
- I always look for new and better ways to do things.
- I like to question conventional wisdom.
- I like to get people together in order to get things done.
- People get excited by my ideas.
- I am rarely satisfied or complacent.
- I can’t sit still.
- I can usually work my way out of a difficult situation.
- I would rather fail at my own thing than succeed at someone else’s.
- Whenever there is a problem, I am ready to jump right in.
- I think old dogs can learn — even invent — new tricks.
- Members of my family run their own businesses.
- I have friends who run their own businesses.
- I worked after school and during vacations when I was growing up.
- I get an adrenaline rush from selling things.
- I am exhilarated by achieving results.
- I could have written a better test than Isenberg (and here is what I would change ….)
According to Isenberg, if you answered “yes” to 17 or more of these questions, you have what it takes to be an entrepreneur. I can tell you this. I passed this test with flying colors!
I’m interested in getting your feedback on the questions. Do you think they are a good test of entrepreneurship?
How did you do on the test and what does that say about you?
I couldn’t help but notice #18, “I get an adrenaline rush from selling things”. This is definitely true for me, but what I believe is important for an entrepreneur is not necessarily getting a rush from selling things, but having the confidence and passion to sell YOURSELF . When you own your own business, you are not selling someone else’s products or services. You are selling YOU.
Your thoughts?
My interview on Ladies Power Hour
Jona MarieLemmonds interviews me about my career, entrepreneurship, and self promotion.
Ernst and Young Entrepreneurial Winning Women Program
Are you a woman entrepreneur with big plans, and the vision and passion for growing your company? Do you know a dynamic woman entrepreneur who is on track to create a multi-million or billion-dollar enterprise?
If so, I encourage you to apply, or to nominate, an outstanding entrepreneur for the Ernst & Young Entrepreneurial Winning Women program. Now in its third year, Entrepreneurial Winning Women is a competitive award designed to connect high-potential women entrepreneurs with the advisors, resources and insights they need to become market leaders.
Winners will:
- · Join an elite network of the country’s best high-growth companies and entrepreneurs
- · Participate in a customized program designed to accelerate and sustain business growth
- · On a complimentary basis, attend the Ernst & Young Strategic Growth Forum 2010, the country’s most prestigious gathering of high-growth companies, November 10-14 in Palm Springs, CA (http://www.ey.com/us/strategicgrowthforum)
Eligibility: Applicants are women who own or have founded their companies within the last ten years and have achieved at least $1M in revenue in the past two. For more information on eligibility and how to apply, or to learn how to nominate a deserving woman entrepreneur you know, visit http://www.ey.com/us/entrepreneurialwinningwomen. The application period closes on June 30, 2010.
Wisdom from Seth Godin
Seth Godin has a new book out called Linchpin in which he talks about our “lizard brain”, that part of our brain that holds all our fears and limiting beliefs. The Lizard brain keeps us from doing our most creative work and often signals us to stay in our comfort zone and not take risks.
This audio is a 45 minute presentation that Seth did in New York last week. He talks about how these fears sabotage us.
I really love the story he tells about an employee he had in his company years ago who never failed at anything he did. He was his best employee, but Seth spoke with him and said if you don’t fail at something soon, you’re fired! Why? Because we all need to stretch and take risks to truly be creative and successful and distinguish ourselves from others.
Listen to the wisdom and let me know what you think. How do you tame your lizard brain?
