Lorraine Ball

One of my favorite examples of marketing persistence is the story of the scientists at the 3M Company who found a use for an adhesive which didn’t stick. Originally developed in 1968, by Dr. Spencer Silver, no one saw any use for the product.

A few years later, another scientist, Art Fry developed applications to use the adhesive on bookmarks. Despite discouraging feedback from the marketing department and his peers, he believed in the potential of this unique product.

Bypassing traditional channels, he made a batch of the pads in the lab and distributed them to the secretaries of all the executives at 3M. He correctly assumed, these professionals would use the product, become fans and share them with others. And he was right! In no time at all, the secretaries and their bosses, were using the handy notepads, and calling for more.

Initial launch plans in the late 1970’s built on the same strategy as pads were sent to secretaries of executives of all major Fortune 500 companies. And the rest is history!
Post-it® Notes were successful because they were a great product, put into the hands of people who would use it, and more importantly, share it. Introduced in 11 Western states, consumers in those communities actually shipped notes to their co-workers in cities where the product was not yet available.

Everyone needs a great secretary

You simply have to find your “secretaries”, people who understand your product and will share information with others! Begin with your most loyal customers, asking them for testimonials and referrals.

Then, the next time you go to a networking event, shift your focus; instead of trying to find your next customer, look for people who call on your customers. These strategic connections will become your best secretaries over time. If they truly see the benefit of your product or service, just like the secretaries and the Post-it® Notes, they will become evangelists for your brand.

Of course, in return, you need to be their secretary, too. Networking is a two sided process. If you want other business owners to carry your message to the marketplace, you have to be willing to carry theirs.

Be patient, these relationships don’t occur overnight. It takes time to turn a customer or strategic partner into a raving fan!

There is another important lesson in the 3M story. Although not really a networking lesson, I would remiss if I didn’t point the successful launch of this product began with a free trial.

People Need to Try Before They Buy

Even after 3M execs were hooked on the product, they still couldn’t figure out how to get others to buy it. Simply describing the benefits was just not enough and the product received mixed reviews in the market.

Sales really took off when they distributed free samples in office supply stores. Sampling works with products and services. Take a lesson from 3M – Accelerate your brand growth by demonstrating your expertise or giving away a small free sample to people with the potential to be your secretaries and tell your story to others.

A twenty-year veteran of corporate America, Lorraine is an accomplished marketing professional, who has won regional and national communication awards. She is a certified teacher, facilitator and college instructor. Lorraine Ball is a frequent guest panelist featured on “Sound Advice,” the popular online audio program from What’s Working in Biz.

Her articles on marketing, team building, and business development have been featured in Contracting Business, The New York Forum and The ACH&R News. In addition, her books: “The Entrepreneur’s Notebook” and “The Confessions of a Networking Junkie” are quickly becoming “MUST READS” for new bu siness owners.

Today, her company, Roundpeg http://www.roundpeg.biz helps small business owners discover the secrets to big company marketing!

Lorraine Ball

By Lorraine Ball
Roundpeg

Growing up in New York, the highest compliment you could pay someone, was to say they were “Street Smart”. This indicated the individual knew how to get things done, with a commons sense no nonsense approach to life. This same common sense approach is what makes Street Marketing ideal for the small business owner looking to create a big impression on a limited budget.

Street Marketing is built on the same foundation as traditional marketing; clear goals, concise description of a target customer, and a well-thought-out plan.

The difference is a matter of focus!
Unless you have the marketing budget of Coca Cola or McDonalds, you don’t really have sufficient funds to support a true mass-market campaign, one that reaches all consumers. Savvy Street Marketers narrow down their audience to people who are most likely to buy. They spend marketing dollars reaching a concentrated group several times, rather than trying to touch everyone once. This does not mean they limit to whom they sell, but simply to whom they actively try to reach with marketing materials.

Street Marketing takes leg work
How do you decide where you invest your money? Take time to do some analysis and planning on the front end. Study your past sales, where does most of your business come from?

Also take time to look before you hit the streets. Look at census data, and local real estate and business publications to uncover neighborhood trends. The local chamber of commerce may have some additional insight into where the “action” is.

And finally, are some sub-groups or communities ignored by your competitors? Each of these groups may make attractive targets. Be sure the community you select is large enough to support your business objectives. Then plan your attack.

Your goal is to get their attention. It is about reaching the right customers, with the right message, at the right time. Instead of running a 1/8 of a page advertisement in the Sunday paper, alongside five of your competitors, consider buying a larger advertisement in a smaller newspaper, or neighborhood directory. You are more likely to be noticed and remembered for supporting their community. And if you advertise on a regular basis, these smaller newspapers are more likely to make room for your press releases and informational articles.

Be on the Street on a Regular Basis – Be Consistent!
If you join an association, show up for meetings on a regular basis. You won’t necessarily get referrals the first time you attend a networking meeting. But hang in there, as you become part of the “regular” crowd opportunities will drift your way.

Consistency makes your message more noticeable in other ways as well. Be sure that all your marketing material; ads, brochures, door hangers, postcards, web site, trucks, invoices, and yard signs all look as if they are part of the same company. Use the same fonts and same colors in everything you do. Always place you logo and phone number in the same position in all your advertising material. This will train your customers over time where to look for the information they need.

Work Smarter Not Harder
Effective marketing does not require that you spend a lot of money, it simply demands that what you spend, you spend wisely. You don’t have to outspend the biggest competitor in town to be successful; you just have to outrun him on the street.

Summary
Street Marketing is built on the same foundation as traditional marketing; clear goals, concise description of a target customer, and a well thought out plan. It is important to look at census data and local real estate and business publications to find uncover neighborhood trends. Read more on how Street Marketing leads to success! A twenty-year veteran of corporate America, Lorraine is an accomplished marketing professional, who has won regional and national communication awards. She is a certified teacher, facilitator and college instructor. Lorraine Ball is a frequent guest panelist featured on “Sound Advice,” the popular online audio program from What’s Working in Biz.

Her articles on marketing, team building, and business development have been featured in Contracting Business, The New York Forum and The ACH&R News. In addition, her books: “The Entrepreneur’s Notebook” and “The Confessions of a Networking Junkie” are quickly becoming “MUST READS” for new business owners.

Today, her company, Roundpeg http://www.roundpeg.biz helps small business owners discover the secrets to big company marketing!

Lorraine Ball
President of Roundpeg
317-569-1396
Lorraine@roundpeg.biz

Lorraine Ball

By Lorraine Ball
Roundpeg

Years ago my mother told me the secret to making a great stew. I am not much of a cook, but her advice makes a lot of sense when you are trying to build a great company, product or brand:

1. Use a variety of ingredients for distinctive taste.
2. Be patient — Cook over a low heat, slowly to allow the flavors to build.
3. Follow a recipe, but don’t be afraid to adjust the seasonings to personal taste. read full article »