Articles Tagged ‘business tips’

Three Major League Marketing Lessons Every Business or Non-profit Can Use to Build Mind Capture

Wednesday, June 6th, 2012

Getting attention or what I call ‘Mind Capture’ within your marketing is becoming more and more challenging for a variety of reasons including:

Message overload
Time constraints
Impatience – a Google, TIVO, time shifted world
Massive choice
Digital distraction
The BS Meter in relation to poorly targeted marketing messages

After attending the Detroit Tigers game recently I was struck again by just how good major league teams are at marketing to their customers/fans. Here are three simple, yet highly instructive, lessons from the world of major league sports that we can all learn from.

#1. Focus the spotlight on your fans. When the massive outfield TV screens weren’t flashing game highlights, replays or stats related to the players, they continually captured attention by making the fans in the stands the stars of the game for everyone to see.

From contests involving entire sections, catching people holding up game related ‘Go team’ signs, to people dancing in the aisles, the game never really had a break even when the players weren’t on the field.

For the entire three hours, something was always happening on the screen and over the stadium speakers to keep people engaged and help to keep boredom at a crawl, so the fans would resist checking out mentally or possibly consider leaving the game early.

Tony Question: What are you doing within your own organization to put the spotlight on your biggest fans and advocates?

#2. They made it easy for people to spend money. Not only are major league teams good at marketing, but they are also true masters at getting people to spend cash and lots of it! From merchandise to vendors patrolling the aisles hawking programs, beer, sodas, hotdogs, popcorn and peanuts, the amount of money I witnessed flying out of wallets just in our row alone was amazing to witness.

I think the dad behind me with his young son spent at least $25-$30 without blinking on treats with the little guy. Add in the price of game tickets, parking, maybe a shirt or two, and you’re easily looking at a $100 to $150 night out.

Knowing that sports fans are some of the most proud and fiercely loyal people in the world, the mission of the team ownership group is to make spending at the game not only easy, but convenient and entertaining at the same time.

In an atmosphere of fun, people who’d normally not buy a beer for $8.75 (no joke!) gladly plunked down their money to enjoy the ambience and experience of not just watching the game, but BEING at and a part of the game.

Tony Question: What are you doing each day to stay in front of your customers, members, stakeholders, and referral partners to encourage them to think of you more often and to help improve their lives by offering more products/services so they’ll gladly spend more money with you?

#3. Make it fun, so the fans talk about the game and share the experience with others. This article is proof of this point. At the game we took pictures, sent them to people, posted them on Facebook and extended the experience into other people’s lives using technology and real-time pictures.

This is a marketer’s dream! It costs the team zero dollars and builds massive goodwill when fans gladly and without prompting, promote the game to their circles of influence.

Sadly, most businesses and non-profits are boring, dull, and do little if anything creative with their marketing and follow-up efforts to make doing business with them memorable, yet alone fun.

In a world of endless options and intense competition for time and attention, smart marketers are always seeking ways to stand out from the crowd. Having fun is a proven way to do it.

Tony Question: What are you doing within your marketing efforts to make doing business or working with you not only fun, but more importantly being so memorable that your top customers share positive word-of-mouth about you with others?

Tony Rubleski
Mind Capture
616-638-39121
www.mindcapturegroup.com

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Don’t Get Shifted On

Monday, June 4th, 2012

Sales have changed so much over the last 30 years that people that have not made the adjustments seem to be struggling unnecessarily. They are not using the changes to their advantages.

Yes, there are 5 times as many media coming at your target clients, yes there are 5 times as many businesses going after the same dollars, yes people used to return calls and e-mails and they don’t anymore. . . but the difference between getting shifted on and riding the shift is simple.

Be Relevant, Be a Solution and Be Persistent with Value.

Here is what I mean about being Relevant. Your targets don’t care one iota about your business until they believe you can are about them or their businesses. Just talking about it doesn’t cut it anymore. The power in content marketing is that you can speak to their lot. You can show that you understand what they are going through because you have spoken right to it. You can speak into their lives “virtually”, no pun intended. Caring just doesn’t mean gushing on them with kindness. It means doing your research, strategically and critically thinking about their situation and offering suggestions.

If you have perspective of understanding about your target market’s business then you can take the next step, which is designing the solution. So many times we as service providers, consultants or professional services in general are afraid to do “free” work, but I am firm believer in Seth Godin’s Take Your Best Stuff and Give it Away. Today people want to know the quality of your thinking before they hire you. Business is about problem solving and if you can solve problems, people will literally beat a path to your door. If you think well you can demand your price. Provide real solutions in selling situations using their numbers and talk to them in the media they dominate in so they can hear you. If they are phone people, be great on the phone, if they are e-mail people, write great e-mails, if they are social media people, embrace these new mediums.
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Is Your Brand of Business Putting You Out Of Business?

Thursday, May 31st, 2012

Are you burning your brand?

I conducted a workshop recently with a group of small business owners. I asked if they had the same passion as when they first opened their businesses; they all laughed at me. I said I knew my business was in trouble when I decided it would be easier without customers and employees; this got a round of applause.

The longer you’re in the business the more you get worn out. How can you do the same thing day after day and not get tired? You have to re energize yourself and your passion.

I’m convinced that many people go into business for the wrong reasons. If you ask why they’re in business they often say: “It’s to make money.” I then ask: well are you making money? The majority will say “no.” Then I ask why haven’t they made money and they come up with a ton of reasons–usually it’s the economy, no customers and bad employees. These are the same people who rarely attend a seminar or hire a business coach. Instead they turn up their noses at anything that goes against their thinking no matter how good the idea.

I went to see one of the business owners that didn’t attend the workshop and asked her why she hadn’t attended. Her answer: “I don’t need it.” I then asked how her business was doing and she said ”not so good.” I really wasn’t sure what to ask her next but she obviously doesn’t have much faith in anything.

Today I stopped by a local nursery and told them it was nice to finally see them open. She laughed and said “its been a long winter.” I agreed and said “I would love if you would put up a sign that said, “200 days until Spring” instead of the one that says “Closed for the Winter.” She laughed and asked me “why” to which I replied, “It makes me depressed.”

She laughed again and said “It depresses me too!” Case closed. (You may have read my blog “Closed for the Winter” that I wrote about this nursery.)

Do you think people listen to what they say?

In order to make a business work, you must have passion and a plan. One without the other rarely works. If you don’t have passion it’s hard to stay focused; a bad day becomes a bad week. If it doesn’t go your way you stop all forward movement.

I observed businesses with no hours posted on the doors, ”A be back in 10 minutes sign” (with no time on the doors stating when they left) and no emergency phone numbers. This isn’t a business that wants to make money; this is one that forgot about its customers.

As my mom used to say, “You can explain until you’re blue in the face, and no one is listening.” I think she was referring to me.

So what will build passion? Here are 8 ideas that might help.
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Convenience versus Conviction

Tuesday, May 29th, 2012

ScottManning

I was on the phone with a good personal friend of mine and he said, “I got a lot of things accomplished this week… made a lot of decisions on several things.”
And then as our conversation progressed, we came back to this and he said, “yeah, I think a lot of times people just need to make more decisions.” And of course since I write about this every concept in some way or another every week I agreed with him and I threw in my opinion (which I always do) and said, “for sure, isn’t that the truth, people don’t get anything done because they are just too busy thinking and usually scared or timid about deciding!”

Look, I don’t want to rehash old stuff, but then, is there ever really anything old.

No. I write for me every time I write for you, it’s a reminder of what I should be doing, thinking, acting on, believing in, every single day and if time allowed I could reread my stuff and other peoples just to make sure I’m on track and keeping myself in check and empowered to proceed, aggressively, determinedly, with conviction and excitement.

My brother and I have gotten in the habit and really trained ourselves to make decisions every time we talk or see each other, sure there is some dialogue and often deliberation about matters, but nothing ever ends without some decision on and about something.

After all, it’s decision that comes before anything else.

Through my study in the martial arts I have long believed that all things of magnitude and significance in your life are first created in your minds eye, lived out “up there”, then realized in reality, “down here”.
There are two questions that are fitting for you, now, in this moment and in every other, that you can never go wrong answering and then acting on – and they are, I believe two of the secrets to living a truly happy and fulfilling life… one where you “feel” satisfied and “live” without regrets.

The questions my friend are:
What decision should you be making right now that indecision, limbo, stalemate, stalling, delaying, ignoring, pretending, etc is holding you back from living, doing, proceeding with the things you deeply want to enjoy, achieve, do, accomplish, etc?
This is a powerful question and its answer will have equally powerful impact on your life.

What you, I, anyone can never realize fully is the impact “NOT” making this decision is having on you and OTHERS in all aspects of your life. Nothing, in this life, is separable from anything else.
Yep, it’s all connected any-thing touching you is affected by every-thing touching you.

Liberate yourself with this question and liberate your life.

Next question
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