Can You Find the Marketing Lesson?

marketingMarketers are always willing to test their skills at storytelling. Many have even tried their hand at writing a movie script. If you are like me you love Hollywood storytelling at its best. The following is a list with some of my favorite movies. Each movie tells a story and often includes a lesson that every marketer can use as a take away. What are the lessons? Think about it and tell me what your favorite movies might mean to marketing your product or service.

Marketing Lessons from Classic Movies

The following list is not in my order of preference because I love each one for what it brings to me – life lessons and marketing ideas.

  • Goodfellas: Loyalty
  • The Maltese Falcon: Suspense
  • Dark Passage: Adaptability
  • The Shawshank Redemption: Perseverance
  • Do The Right Thing: Diversity
  • The Godfather II: Betrayal
  • Tootsie: Surprise
  • The King of New York: Good vs Evil
  • Pulp Fiction: Sphere of influence
  • Reservoir Dogs: Trust
  • The English Patient: Beauty
  • Star Wars: Endless possibilities
  • Varsity Blues: Coming of age
  • Casino: Playing the odds
  • The Game: Self actualization
  • State of Grace: Redemption
  • Mrs. Doubtfire: Love
  • Scarface: Cautionary tale
  • Dirty Harry: Authority
  • Gravity: Sacrifice
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Six Methods to Understanding Who Are Your Customers

Trail T CoveDo you want to understand how to connect with your current customer base, new prospective clients, and anyone looking for the products or services your firm offers? Seth Godin asks six questions in his post “Who are your customers?” that require us to connect with how in-touch we are with the people that help us thrive.

Seth Godin’s 6 Questions: Who Are Your Customers?

  • What do they believe?
  • Who do they trust?
  • What are they afraid of and who do they love?
  • What are they seeking?
  • Who are their friends?
  • What do they talk about?

If you can’t answer each question then some research is in order. Where do you begin to answer any of these questions?

6 Methods to Learn: Who Are Your Customers?

Finding answers is not always easy or an intuitive process. The following are some simple methods to get started in understanding who are your customers?

  • Survey: create a customer survey, add an incentive to increase your response rates, asking your customers the questions you need answered
  • Sales Department: poll your salesforce and provide incentives for everyone to ensure you receive the most accurate information. Concentrate on those employees in direct contact with your customers and customer service
  • Industry: attend industry conventions and events and listen for intelligence about your firm, product, and services
  • Offers: create a digital e-mailing, a post card campaign, or advertising campaign that provides value to your customer base for their intelligence about your brand in return
  • Monitor: identify and listen within the channels your customers use to talk about your products, services, and industry. Gather intelligence
  • Town Hall: provide a live town hall meeting where your customers can comfortably voice their feedback, solutions to possible problems, and opinions.

Essentially, the answers will come to the surface through your crowdsourcing efforts if you allow your customers and prospective customers to provide their feedback in an environment that encourages sharing.

Are You Partnering With Major Companies to Drive Your Business Forward?

When looking at your business, do you have a plan for progress? If you set goals are they achievable? If your plan is progressing and you are attaining your goals what was it that helped you get to where you wanted to go?

Over the past few years Inner Architect has continued to build processes and systemsfor analyzing an organizations’ marketing efforts within the social network channels. During this evolution, we utilized a generic CRM tool that provided value but on a limited basic platform. We realized the next step for our business was to adopt the Salesforce.com  platform for our growing need for greater scalability.

We discovered that Salesforce.com has recognized the needs of it’s clients who have adopted social networks by enabling CRM integration with Twitter and Facebook via the Salesforce for Twitter and Facebook app from Force.com. This powerful app led us to our current partnership launch.

Is Salesforce the Best Platform for our Business?

We believe it is the best platform for our goals and abilities to measure social marketing efforts. We highly recommend the Salesforce platform for managing social marketing. Salesforce’s ability to integrate with Twitter and Facebook enables businesses to:

  • Keep track of engagement with social connections
  • Schedule and manage social networking campaigns
  • Measure and analyze results
  • Hold historical conversational data at the record level
  • Use social data to leverage efforts in social networking
  • Use social data to leverage efforts in other marketing channels

Inner Architect Partners and Red Cote Consulting Inc.: A Partnership is Born

Business partnerships are often the lifeblood of any successful organization. It is with that thought in mind that we are extremely excited to announce our partnership with Red Cote Consulting Inc.. As a certified Salesforce.com partner since 2003, Redcote Consulting Inc. has worked with a broad cross section of businesses from small startups to medium sized organizations successfully completing over 300 Salesforce.com implementations/integrations. Red Cote’s range of services include:

  • QuickStart: This service rapidly has a business up and ready to utilize Salesforce.com.  Red Cote helps customers configure the application with a brief Business Process Review followed by configuration of the application. This can be done online or on site. In conjunction with configuration, Red Cote offers JumpStart Training, online or on site training, to ensure users have the necessary skills to begin using the application effectively.
  • Customized Consulting: This service is for customers who have completed the basic installation of Salesforce.com but need additional ongoing support for more complex functionalities that are more iterative in nature.

Purpose of Inner Architect-Red Cote Consulting Inc. Partnership

There are many advantages to our partnership with Red Cote Consulting that all support the purpose of this collaboration: to provide a unique opportunity for businesses to harness social media networks as powerful new channels that produce quantifiable returns on investment.

Inner Architect’s purpose and role in this partnership is to provide Red Cote Consulting clients and partners with services designed to help them understand, implement, and track successful social network campaigns that create positive results. We accomplish these goals offering the following:

  • Businesses with Marketing Staff: we offer comprehensive consulting and training which enable the business to learn how to develop and manage effective social marketing programs from the Salesforce CRM
  • Businesses without In-House Marketing: we offer full prospecting, customer marketing, and content development services provided by seasoned professionals at the fraction of the cost of hiring your own staff.

ROI Architect: Measure Social Media Marketing’s Return on Investment

WARNING: DO NOT watch the above video until you have read the following article:

Inner Architect’s focus is Social Direct Marketing based on the integration of social media channels with direct marketing strategies. We focus on producing positive measurable results for our  wine industry clients. Do you know how to hire a consultant?

You are your winery’s GM, COO, Marketing Director, or Direct to Consumer Manager and you are in charge of creating, executing, and maintaining a social media marketing plan with Twitter as your centerpiece. You understand the following challenges in executing this task:

  • Time: you do not have the time to execute and maintain your winery’s social media marketing plan
  • Expertise: you do not have the expertise nor the background to leverage Twitter, Facebook, blogs, Foursquare, etc.
  • Expense: you do not have the budget to hire, train, and pay benefits to a new employee to execute your marketing plan

What Are You Getting From Your Social Media Consultant?

What are you getting when you hire a social media consultant to run your company’s Twitter presence?

  • Goals: have you identified your goals for Twitter? Do you want to drive traffic to the tasting room, sell wine club memberships, network with wine journalists, broadcast events, develop new leads, or create offers?
  • Strategy: do you have a specific strategy that you want the consultant to execute?
  • Plan of Action: did you receive a written plan of action from your consultant on how they will achieve your desired goals?
  • ROI Measurement: Is your consultant explaining how he/she will measure their efforts on Twitter to provide a clear picture of the ROI for your investment in their services?
  • Progress Reports: Has your consultant set up a schedule of regular reports detailing their progress?

Are You Ready to Participate?

Are you ready to provide the critical cooperation and help to your consultant to ensure success? Are you ready to authorize:

  • Tasting Room: allow your consultant to brief tasting room staff on your Twitter action plan
  • Measurement: require your tasting room staff probe visitors to understand which channel provided the motivation for their visit ie. Twitter, Facebook, email, postal literature, telesales, catalog
  • Database Integration: are you ready to bring all your data points POS, eCommerce, telesales, email, Twitter, Facebook all together in order to create life-time value for your consumers in each marketing channel

Conclusion

If you are not receiving the service and planning from your consultant then it’s time to reevaluate your decision. Review and use this article as a check list for what you should expect from your marketing consultant and from your organization. And please watch the video.

Compete.com White Paper: Five Simple Steps To Online Marketing Success

Compete.com is one of the leading social media statistic-analysis firms in the world. In an ongoing push for new clients, compete.com provides free “White Paper” studies helpful to businesses with website-blogs searching for competitive advantages. “Five Simple Steps To Online Marketing Success” is a solid basic checklist for your website strategy. Click the link below to access the White Paper:

CompeteWPMarketingSuccess

The 10 Worst Marketing Tips: A “Marketing Gurus” Guidebook to Fame

Tony RobbinsIn “Top 10 worst marketing Tips” Barbara French states “. . . somebody out there is giving lots of companies dubious marketing advice.” Barbara’s list is a combination of real advice and a tongue n cheek look at the marketing consultants who claim to be social media “gurus.”  Let’s take a look at Barbara’s list and our thoughts.

“Top 10 Worst Marketing Tips”

1. BF: Let’s add 2.0 to that noun

dg: Web 2.0 is full of semantics that apply and then there are “marketing gurus” who come up with yet to be coined phrases hoping their semantic entry will catch on

2. BF: Let’s add 3.0 to that noun

dg: There is NOTHING more infuriating than to hear a “marketing guru” who does not understand Web 2.0 yet has christened their definition of Web 3.0 as the coming trend

3.  BF: If we use a cat in your video, it’s sure to go viral

dg: All furry animal videos result in youtube stardom and eventual guest appearances on Letterman right?

4. BF: Don’t worry about running it through legal review — this is the social web

dg: Use common sense, create a plan and rules for all employees participating in social media. Passing this on to legal is a sure fire way to add months to your launch

5. BF: We need to differentiate your message. Let’s turn all those keywords into verbs by putting an “ize” at the end

dg: Semantics and jargon are like salt– use sparingly. If you plan to humanize, personalize, economize, capitalize, or victimize anything- just say no

6. BF: It’s a mistake to strive for excellence. You should aim for good enough

dg: What is excellence to one person may actually be “good enough” to the rest of us. Strive for perfection and then fall short

7. BF: Every blog post should be short and pithy

dg: You could be Hemmingway yet nobody, according to useability expert Jakob Nielsen, reads more than 30% of your blog articles. If your readers are going to skim, then be short and pithy

8. BF: Create good content

dg: What’s wrong with good content? Write it and they may or may not come to your site. Write crap and they definitely will never show up

9. BF: Let’s place your messages where customers don’t expect to see them

dg: Ah yes the “we’ll fake them out by showing up where nobody goes” approach. This is a time tested path to failure

10. BF: Be brilliant

dg: Why didn’t I think of that? Brilliance is so underrated!