What came first, the chicken or the...website?

Humor me as I modify the age old question.

A current project that I am working on has multiple dilemmas revolving around the organization's identity. Years ago a website was set up that has content and functionality that doesn't reflect the current mission of the organization. Add to the mix the need to write proposals to secure business and not being sure how to position the organization or reference the website prior to changing it.

Sound familiar? Marketing plays a massive role in organizational identity and business development. When done correctly it eliminates confusion and differentiates your services from others.

When starting a business there are fundamental rules that should be followed. The first is...state why you started the business? The answer isn't "lowest price and best service" because everyone and his brother says the same. You have a reason you know in your heart as to why you chose to go this route. In addition to establishing your "why" is a set of beliefs that you have about your business and the market you serve. Find a way to articulate those beliefs. These critical points will be at the core of your marketing plan.

When Rollin King and Herb Kelleher wanted to start an airline 40+ years ago they were told they were crazy because at the time 15% of Americans flew and the market was already over crowded. Their response: "We want to serve the other 85%. We don't want to be an airline, instead a champion for the common man." Today we know that airline as Southwest Airlines, one of the few profitable airlines and country's strongest brands. When you fly Southwest you clearly understand the identity, culture and mission of their business.

Marketing becomes a bit easier when using the model Southwest used. They didn't build their website or marketing strategy prior to establishing why they would come to exist in the first place. It's a lesson for aspiring entrepreneurs and businesses unsure of why they lack growth.

What are your marketing choices?

I love asking this question to businesses and individuals.

My passion to sustain the Connecticut Re-Employment Group often leads me to think of how the job seeker can better "shop" themselves to find the right job that fits their personality.

Seekers first encounter what I will call structural choices. They are resume writers, career coaches, labor experts etc...who can help them with the tools needed to delve into the wild world of job hunting.

The next set of choices revolve around how to market yourself. What is your story? Who should you tell? Who can help you? Where should you go to tell your story? Should you stay at home and use social media? Is your strategy proactive or passive? Is your strategy yielding results?

CREG is a choice you can consider when you conduct your personal marketing. The CREG "philosophy" suggests being proactive, exploring the uniqueness of your personality through an enjoyable and introspective process, and assessing all of the choices available to promote the entity of YOU.

Make the choice to join us on July 19th. If interested, join us on LinkedIn.

Marketing advice that will sustain and inspire

If you care about marketing you should do yourself two favors.

1. Absorb everything Seth Godin says. 
2. Absorb everything Simon Sinek says. 

One man's opinion. 

I'm attracted to great leaders. As Sinek describes in "Start With Why" great leaders communicate differently than the rest of us. Read it and you will likely embrace what he calls the Golden Circle, which stresses the importance of telling us why you do what you do.

Godin tells us to tell stories, not recite slogans. Stories will spread...the "facts" won't. He emphasizes humility, generosity and clarity as ingredients in great stories. 

Sinek and Godin arrive at similar conclusions from different perspectives. Their ideas are inspiring, refreshing and seemingly within reach because they are rooted in disciplined, clear thinking. 

Marketing can be a struggle. It helps to have a baseline of beliefs that can be a safe place to begin the process of reassessing your strategy. 

Take advantage of the teachings of these great leaders. I have learned more from them than any text book or manager I have worked for in the past. 

The most important thing to do today is...

What is it?

Were you expecting me to tell you what is YOUR most important thing to do today? Sorry, it's not my job!

Are you looking to start something new today, or say goodbye to something no longer needed? You may be wrapping up a project, or helping someone in need. Important does not necessarily mean complex. It may be fun...it may be painful.

Whether it is written down as a to-do item or a goal we have something to accomplish today that is important. Once we determine what it is...we should think about why it is important. When you understand why some things are prioritized over others you will begin to uncover what it is that makes you unique.

The ability to differentiate ourselves from others is the basis for effective personal branding/marketing. The next time you think of yourself as an IT professional, or a sales executive, do us a favor and expand your definition. You are one of a kind, not generic. Focus on why you set priorities. It will be the basis for some great stories.

6-step Marketing Strategy for your success

I am not suggesting marketing your business...or you is easy. It helps to lay out the steps involved in order to stay loyal to a process. Marketing universally fails without a strategy and discipline to monitor the strategy. Here are my steps:

1. Start with Why. Why are you in business? Why should someone care? The work done at this stage will determine if you have an existence as a commodity (best price, quality and service), or one that attracts people who believe in what you believe. The latter will allow you to sustain. 
2. Who are the people who need to know you are in business? Another term for this is "perfect customer."
3. What is the message you want to communicate to your desired audience? Hint: It is often based on your answer to step #1. 
4. How should you communicate the message? You know your audience...and you know what you want to say to them. The answer here could range from press releases, social media, supermarket sampling, skywriting to network television advertising. Every business is different, one size does not fit all. 
5. Engage. It's the marketing buzz word of the day. You no longer talk "at" prospects, you have conversations. Conversations include hearing something you may not want to hear. 
6. Measure. A marketing strategy is useless without measurement. Some ideas and methods are brilliant, some are duds. A marketing strategy is a living, breathing concept. It needs to be tweaked consistently. There is no such thing as the perfect marketing strategy. 

Marketing is fun if you want it to be. It's from that mindset that you should build your strategy. 

The memory of Vietnam, and the need to make things different

I serve on the board of directors of a newly formed non-profit. We will assist returning veterans as they ease back into the workforce after a lengthy deployment. They have asked for my help in marketing their organization for fundraising and other purposes.

What is their message? Why did they set up the non-profit? Why would people make donations?

My new friend and board member Dante had fire in his eyes. "Do you want to know why I'm here? I was in Vietnam and when I came home, no one was looking to help me. We were treated poorly...even spit on. I will see to it that no returning veteran is ever treated the way I was."

Dante is inspired by what was one of the worst eras in American history. He is committed to making things different due to the honor and respect he has for the uniform. I fully understand his why.

There's something inside all of us that effects our beliefs and mission. Tap into it...don't let it lay dormant.

This aspect of Twitter surprised me

Athletes tweet. The President tweets. Your friend Sally tweets from Starbucks as she sips her mocha latte. Sally kept me from joining Twitter because it appeared to be one big mosh pit of irrelevant information.

I was WRONG.

After reading a few books and dipping my big toe in the water I saw the light as it relates to the value of Twitter. Twitter became a place to research my favorite topics and engage with experts. Marketing, social media, leadership. You name it...it's there. Twitter for me is a place to become educated.

Twitter is better than your best class in college. You learn from people just like you. They share, inspire and give you a unique perspective. You are welcome to do the same. If you want to jump in and get started I will be happy to assist.

Ten years ago I wouldn't eat sushi...because it was gross! Ironically sushi and Twitter are now two of my favorite addictions.

Who are the eyes and ears for your brand?

Time is a valuable asset to any business owner. How is your time managed? How do you prioritize your tasks? Are you missing out on something because you don't have time? Are you willing to delegate?

The business owners I speak with often say something like this...

"I wish I could spend more time on marketing"
"I don't understand social media"
"I don't need to advertise"
"Marketing is tough because you can't measure it"

Each statement has merit because it represents how the owner feels. I pose the following question to illustrate the value of understanding how your business is being perceived in today's market:

Who are the eyes and ears of your brand? 


Say what?

The evolution of social media has seen the transformation of "let's shout it from the mountaintops" advertising (TV, Radio, Billboard etc...) to conversation and engagement marketing (YouTube, Facebook, Twitter etc...). Your ad in the Super Bowl or in the Seinfeld finale had impact on the masses. Who knows how they felt about you, and they had little choice but to watch and listen.

Engagement and conversation has changed the landscape. Your business must adapt.

Who will be the eyes and ears of your brand? It needs to be someone you trust. Someone who will take "ownership" in your business even if they aren't the owner. Someone who understands social media and its intricacies. Someone who understands the impact of all comments tied to your brand. Someone as interested in your business' success as you are.

No small task.