Marketing | The Brainzooming Group - Part 50 – page 50
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The title may seem harsh, but it’s a safe premise: NOBODY CARES ABOUT YOU.

There are probably some exceptions (your parents, a loved one, a few altruistic souls), but unless you’ve EARNED the opportunity for someone’s sustained interest, NOBODY CARES ABOUT YOU! This reality is important because most brands have not created important enough relationships with customers for them to be more interested in the brand than themselves.

The questions to ask for any brand communication are:

  • How does this information benefit our audience? AND
  • Why should they care about it?

A brochure draft recently came to me for review. Technically it was written fine, but it contained mind-numbing details about the brand’s history, awards, and operational statistics. The questions above obviously weren’t considered. It was only about what WE wanted to say. There was no recognition of the utter lack of benefit for our customers, and the near certainty that they wouldn’t care about a history lesson on us.

Recently, I’ve received the other end of this treatment as well. A service provider repeatedly leaves me voice mails about his “concerns” about us. Remember, we’re paying his company money to provide us a service. Quite frankly, his concerns aren’t at the top of my list, i.e. I DON’T CARE ABOUT HIM! At least not until after he expresses interest in what benefits us.

Use these two questions liberally when providing information and building relationships. Think and act outside in, seeking first to understand and benefit others. In this way you can hope to win the coveted position in the minds and hearts of customers where they might genuinely care about you.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Here are three links that can benefit you in varying (and sometimes fun) ways when preparing marketing plans.

Guerrilla Marketing Plans

I haven’t “blogged” other conference presentations yet, although I typically write pages of notes and idea starters. One of the most valuable note packets was from a 2003 Transportation Marketing Communications Association presentation by Jay Conrad Levinson, the father of guerrilla marketing. He covered essential elements of a marketing plan and the number of times you need to get a message in front of potential customers to move them to be repeat buyers. Interestingly enough, surfing the web recently, I found this Spark Insight page with notes taken from the same speech Levinson was giving then. Not sure if he’s still covering this material, but it’s a great quick reference on guerrilla marketing.

Marketing Plan Simplicity

This link to Entrepreneur magazine content popped up on AOL recently. It’s a great reminder on the importance of simple prose, reasonable length, and a direct style when preparing a business plan. While its target audience is people writing business plans for their own start-ups, it’s certainly applicable for any marketing or business plan you’re putting together even within a big company.

Deceptive Simplicity – “Indexed

I love a Venn diagram just as much as the next person. Okay, I love a Venn diagram more than most people. This book and website by Jessica Hagy capture her commentary on a wide range of topics through Venn diagrams, x-y charts, and other graphs. She produces an amazing amount of content on her blog and generates a lot of comments debating what the charts mean. Her ability to translate complex issues into a few lines and words on an index card is inspirational (and maddening – if you struggle mightily to express ideas simply!).

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Today’s post for “Hit ‘Em Where They Ain’t” Week examines ways to look at your market and business to take advantages of opportunities where your competitors aren’t located.

Many markets, especially in the business-to-business arena, are relatively conventional, i.e. they don’t necessarily have a lot of breakthrough, cool new developments such as the Apple iPhone. Even in these cases, however, there’s still a great opportunity to make a mark because in a conventional market, small doses of unconventional can really stand out. Sometimes, dramatic change comes from doing simple things that nobody else is doing.

Here are a few questions to ask and answer to help identify ways to be more unconventional in your own market:

  • What are things that customers have been requesting that we’ve yet to deliver?
  • What are the most frequent customer-precipitated exceptions to our product or service?
  • What are the most frequent employee-created exceptions to our product or service?
  • What are the best, most successful companies (regardless of industry) doing to grow customer relationships with their brands? How can we emulate them?

If a competitor isn’t already doing your answer to one of the questions above, you’re set with a potentially great opportunity for an unconventional move.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Several folks from our creative thinking team were at John Pepper’s Baker University marketing classes for an ideation session on their class project: brand extension ideas for the Apple “iBrand.”

There was a lot of energy from the students in the two classes as we did three creative thinking exercises (based on analogies, randomness, and transformation) and a round of prioritization in less than 50 minutes to generate lots of brand extension ideas!

We used a “Change Your Character” creative thinking exercise to look at how prominent marketers use brand extensions, then had the students apply the ideas to Apple.
If you’re faced with a brand extension challenge, you too can turn to these brands and this creative thinking exercise too, generating three possible ideas for each of the brand extension ideas below:
  • New products allow you to experience the brand in different places (Starbucks)
  • Licenses the brand to various companies (Martha Stewart)
  • Introduces smaller versions of its products (Oreo)
  • Offers related merchandise for users of its main product (Harley-Davidson)
  • Finds new uses for its product & introduces brand extensions (Arm & Hammer)
  • Lends its name to subsidiaries serving different market segments (Marriott)
  • Extends its brand with a fee-based online presence (NASCAR)
  • Lets you experience new products free & then sells them to you (Starbucks)
  • Offers slimmed down versions of its main products (Special K)
  • Offers products complementary to its main line (Fruit of the Loom)
  • Changes certain visible “ingredients” of its product (Oreo)
  • Takes a piece of intellectual capital & uses its theme in other product & service categories (Jimmy Buffett)

Thanks again to John for allowing us to come work with his students! I learn something new every year that we’re able to incorporate right into our planning efforts, and this year was no exception. We’ll be back!

Check out a compilation of “Change Your Character” creative thinking exercises and information on its use.  – Mike Brown

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Download the free ebook, “Taking the NO Out of InNOvation” to help you generate fantastic creative ideas! For an organizational creativity boost, contact The Brainzooming Group to help your team be more successful by rapidly expanding strategic options and creating innovative plans to efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320    to learn how we can deliver these benefits for you.

 

 

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Here’s a checklist you can use in considering a new business opportunity or campaign to assess whether you’ve addressed critical elements of a marketing plan. It’s especially helpful to use in business environments where you have non-marketing people driving product launches or efforts without a full grounding in how a strategic AND implementable marketing plan will increase the probability of success.

For each question, choose whether the most appropriate answer to each question is: YES, NOT SURE, or NO. If there is one NOT SURE or NO answer, the basic elements of a marketing plan aren’t in place. Ensure all the questions are answered satisfactorily and understood by the organization before deciding to launch the effort.

  • Is there a clear business objective for this effort?
  • Do we know the market’s size and growth rate?
  • Do we know our current revenue, profits, and share?
  • Do we know the competitors and their strategies?
  • Do we know who the customer / prospect is?
  • Do we know customers’ current and future needs?
  • Do we have an estimate of our expected revenue, profit, share, etc?
  • Do we know and can explain the service features?
  • Do the features match customer needs?
  • Do we know what the pricing levels and structure should be?
  • Do we know what we want customers to think about it?
  • Do we know how a customer will find out about it?
  • Do we know what the necessary sales effort should be?
  • Do we know who and how it will be implemented?
  • Do we have all potential metrics in place?

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Here’s a link to a very beneficial marketing strategy article appearing recently on Arkansasbusiness.com. It’s by Jim Karrh, Ph.D. who is senior vice president of Advantage Communications Inc. in Little Rock. I met Jim this past November when he was a speaker and honorary chairman of The CMO Summit.

In this article, Jim focuses the breadth of marketing strategy literature on a set of “Super Six” questions addressing direction, segments, markets, products, and competitors that you can use as a check-up on your brand’s current strategies.

For the rest of his 2008 columns, Jim will focus on tactics to carry out successful strategies. To keep up to date with his thinking, add Jim’s column to your reader: http://www.arkansasbusiness.com/rss/karrh.aspx

Thanks Jim for the great questions!

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Dear Abby & Ann Landers are no longer with us, but there are scads of other advice columns in print & electronic media to help people through relationship challenges. Since much of their advice for personal situations can be applied to business relationships, over the next several Wednesdays, we’ll let them do our work for us in the Change Your Character exercise.
This week, it’s brainstorming starters for building stronger relationships – generate at least 3 relationship building ideas for your business situation from each piece of advice:
  • Make the best possible first impression–be friendly & well dressed with a positive attitude.
  • Be yourself & pay attention to your instincts.
  • Spend time together to get to know each other.
  • Ask questions. Don’t just talk about yourself. Keep the conversation light.
  • Be attentive to the other person and don’t talk on your cell phone.
  • Be honest.
  • Go the extra mile to make the other person comfortable.
  • Thank the other person for spending time together.

So if you have some new business relationships to build, this should help you get some fresh ideas. And if you’ve got a first date lined up for Valentine’s Day tomorrow, you can also benefit. Just make sure that you don’t apply the ideas from the former situation to the latter – that would be a problem!

Check out a compilation of “Change Your Character” creative thinking exercises and information on its use.  – Mike Brown

 

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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