Actually, I will be in search of marketing effectiveness with a couple different regions. Heading this weekend to Switzerland, then mid-February to Japan and China. Looking to review regional strategies, make sure they're aligned with my global strategies and see what else can be done to improve effectiveness and streamline efficiencies and to make sure things are localized appropriately.
Keep you posted on the travels!
Guest blogger: Nicole Huston
Usually I am not the one to watch commercials, however, in the past month I have come across an awesome PR campaign, advertisement that blows my mind every time I see it. Shivers creep up my spine each time I run across this commercial, and I think to myself…”Self, this is fantastic PR and an awesome marketing strategy in an effort to change the value of their brand!”
If you are still in the dark of which I’m speaking of, it’s Dominos Pizza!
The company has released a series of commercials showing the truth of what people actually think of the pizza company and how Dominos Pizza has changed in an effort to win back lost customers. Changing the consumer perception is one of the hardest things to do, especially with the ease of communication and word of mouth these days. However, the company used this tactic to their advantage by using social media and commercials to alter brand perceptions.
In my high spirits for Dominos, a friend and I ordered one of their new recipe pizzas. We were completely disappointed with the whole event.
First, the employees were not supporting the “turnaround”, the deliverer actually admitted he hates Dominos Pizza and that the new recipe didn’t change much. So there is much needed brand training for all employees.
Second, they did not deliver on their promise of great cheese, actual sauce, and flavorful crust. What was seen in the commercial was not shown at this location by any means.
So, they had a great idea and campaign in place; however, the implementation was just not there. Dominos Pizza communicated the message effectively through the use of media today, the company even changed packaging, but they did not successfully implement the “Pizza Turnaround”.
See the documentary for yourself “Pizza Turnaround”
For those of you who DVR over the commercials and have not had a chance to see the commercial, watch it on YouTube. At the Door of Our Harshest Critics.
Here's some great information from a friend of mine, Mike Byers of The Byers Group. Marketers should take this to heart and truly look to bridge the gap with sales. Marketing needs to make sure their activities are trackable, measurable and actually help sales sell.
Making all those “Wishing you a Prosperous 2010!” sentiments come true
As we all settle into 2010, here’s a thought to improve your new year marketing investments. For good sport, throw this out at your next management meeting:
“What should be the 2010 Sales Goal for the Marketing Department?”
The reactions may vary from adamant protestations to showing pre-and-post brand awareness studies to dragging out stacks of spread sheets on web site “click throughs”. The reality is that, in this digital age, it is indeed possible to tie many marketing efforts directly to converted sales and, at least to some extent, shouldn’t the role of Marketing be to provide qualified leads for Sales?
Let’s take a modest approach to this last thought for 2010. Is it unrealistic to ask Marketing to have 50% of their efforts be measureable and tied to converted sales? Even if that goal is 25-30%, the benefits are significant in:
- At least moving toward a more Sales oriented/measurable mindset within Marketing (and the rest of the organization?)
- Having a common scorecard for collaborative success
- Having visibility to what efforts provided ROI and what didn’t (thus, providing data to better direct marketing investments for 2011)
If there is no openness to discuss this approach, it often points to deeper challenges including no “closed loop”, marketing campaign-through-sales processes in place, little to no CRM utilization by the sales force, no ability to measure marketing campaigns, etc. Not to worry, everyone has to start somewhere and “2010” has a nice ring to it as a milestone. To this effect, start the process by presenting the question below the next time Sales and Marketing are all together:
“What do you consider to be a “good lead”?
This is the first area where “bridging” needs to occur. Make certain that there is consensus from the discuss as to what a good lead looks like and that the definition is captured on paper. This exercise alone can help make great strides toward bringing the two, often discordant, groups together.
As detailed in the white paper “Why Marketing Throws Sales under the Bus (and how to avoid fatalities)”, by the marketing automation company, Silverpop, the challenges are fairly common and the detriment to go-to-market efforts evident:
“Much of the problem lies in marketing and sales having different definitions of what constitutes a lead. For example, marketing might consider a person who downloaded a white paper to be a lead, while sales labels that person merely a contact or information request. Generally, salespeople want to work prospects that are further along in the pipeline than merely showing interest in a topic. They prefer to jump in when prospects are at a point where they’re ready to make a buying decision. And they certainly don’t want to follow up on a supposedly “hot” lead only to be told, “Actually, I’m not looking to buy anytime soon, I was just checking out a Webinar.”
Frustration builds when lead generation becomes a numbers game. Marketing rushes to fill the pipeline at the top, with little concern for quality over quantity, believing sales can sort through the chaff. Marketing feels it’s fulfilled its responsibility of driving more leads sales’ way, not realizing that unqualified leads become a distracting nuisance to the salesperson.”
If you would like directions to the web site where Silverpop houses this white paper (it is very good) or another excellent article on the subject from our strategic partner, The Annuitas Group.
In any event, take the first step in 2010 toward accountability, visibility to your marketing investment and measurement of ROI.
At the end of 2009, I find myself reflecting and a year full of change. New child, new business venture, sold a home, bought a home, moved family from Grand Rapids, Michigan to Portland, Maine, from the suburbs to the country, working in an office to full-time home office, from a place I new everyone and everything to a clean slate.
Lots of new challenges and at some points, wasn't sure I was going to make it. But sure enough, I made it through. So with 2009 nearing the end, 2010 is wide open for new adventures, challenges and opportunities. A sort of rebirth of everything now that the 2009 dust is settling. I can't wait.
So as you're thinking at this year's end yourself, remember:
Personally, look back and reflect, but also look forward and wonder what awaits.
Professionally, reflect as well, how did things go and where can you improve going forward?
Relationships, value them all.
Happy holidays and giddyup!
With 2010 knocking on your door it'll be here before you know it. Hope you are all well into your planning, but in case you're not, couple things to think about.
- What worked in 2009? What didn't? Why?
- How does your brand stand? Do your brand assets clearly identify with who you are and where you're going?
- What does your strategy look like? Have you outlined your markets, target audiences, operating plan, market trends and communications strategy/tactics?
- How does that strategy tie into your sales strategy? Are you helping sales accomplish their goals by your marketing programs? Are you communicating through the entire sales cycle your brand and clear messaging, along with the customer buying patterns considered?
All of these things are critical for a successful marketing communications plan and should not be taken lightly. If you've started planning or are nearly complete, excellent. If not, you're a bit behind on things so it's time to get going.
As you know, I recently relocated my family from Grand Rapids, MI to Portland, Maine. So here I am. Now what? The house is pretty much in order, the office is about 80% there. Time to get busy I guess.
This past Wednesday I went to my first Maine Marketing Assoc. meeting and heard a great speaker, Lynelle Wilson, speak on Guerrilla Marketing - with a social flair. I also got the opportunity to start meeting people. Yesterday had a lunch meeting with an old collegue from my office furniture days and joined the Portland Regional Chamber. Going to go to those events as well as some TechMaine events (great organization that connects technology, community and education - met and talked with the executive director at the Mkt Assoc. meeting).
Also grabbed a boat load of local publications, business and lifestyle (cause I don't know where a thing is around here). This weekend I'll be sifting through them as well as the business directory's.
It's definitely an interesting feeling to remove yourself from everything and everyone you know. Not really sure where home is yet. I'm sure that will just take some time.
Good news though, hockey everywhere!! Lots of college hockey on the tv and I figured out how to catch the Red Wings games on the internet. There's this team here called the Bruin's or something like that. Who are they? :)
Anyway, any other suggestions for plugging myself into a new area?
Since I got heavily
involved within the Grand Rapids business community, I have become more aware
of the trend to buy local. Buying local means several things and is
accomplished in many ways.
A person can purchase
goods from a farmers market, family restaurant (not franchises), boutique, or local
artists allowing them to give back
to their local communities. I am a
huge supporter of buying local, and believe products are of great quality, businesses
offer better customer service, and the experience is much more rewarding than purchasing
from a big box store.
LocalFirst, is a
great organization that gives weekly updates on what is offered locally for a
range of products and services.
Matter of fact, 834 Baba is a proud member of this organization, and
many other companies are getting involved. So are chain stores and franchise restaurants catching on to
the “buy local” trend and adjusting their marketing strategy?
Buying local has
become popular among consumers, not just because of the unique products, but
because your money is given back into the local community, and not another
state, country, or huge corporation.
Now that fall has
arrived I am tuning into my favorite sitcoms. While I was watching one day I noticed an interesting ad from
McDonalds. The commercial was
focused on their fries, and how delicious they are and incomparable from their
competitors. It was interesting
how one of the oldest and most successful fast food restaurants was advertising
how they support local farmers, and they buy Michigan potatoes to produce their
fries. This got me
thinking…McDonald’s is not the only company that is trying to appease customers
by buying local.
Frito-Lay has also
given in to the idea of purchasing from local farmers for the production of the
potato chip. These companies may
have always bought locally, but now they are incorporating the message into
their marketing in an effort to entice consumers to buy their product over
competitors. Case in point, check
out the press release Frito-Lay featured in May this year.
Frito-Lay
Press Release – May 2009
What are your
thoughts in the push to buy local?
Do you think more franchises are going to tweak their marketing strategy
to conform?
Since Kim Bode
and John Kowalski partnered in 834 Baba Design & Marketing, the firm has seen
continual growth. We have new
additions to the team and exciting news of another 834 Baba location. These new additions include Ann
Swanson, our accountant and business manager, Nicole Huston, marketing
specialist and Erin Russ, public relations associate.
Another exciting
change for 834 Baba is the expansion of our offices to the East Coast. As some of you know, John Kowalski, partner
at 834 Baba, is moving to Portland, Maine this week, to be closer to family and
to introduce the east coast to some Sweet Giddyup.
John will be
working remotely with existing clients, as well as, gaining new contacts in the
Portland, Maine, Manchester, New Hampshire and Boston areas. John plans to visit monthly, and his
focus will remain strategy, marketing and branding. 834’s main focus is the West Michigan region, and the 834
Baba team will be dedicating time and effort in the surrounding areas.
The coming 2010
year will see additional growth for 834 Baba, along with a continued focus on
marketing, strategy, design, public relations, event planning, social media,
branding and more. We look forward to making an even larger impact, while
giving back to the communities we reside within.
Involving
yourself in your community can be a chore at times; however, it is beneficial
to participate in the long run.
Business professionals are busy these days with work, classes, and
everyday life activities.
Nevertheless, it is essential for people to get involved in their
community. Professionals can
attend and join networking events, fundraisers, local charities, and
professional groups. Making time
for local events can be time consuming, and may not be for everyone to attend
an event every night. I’m not
saying you have to, but by going to an event once a week or once every couple
of weeks will help you gain recognition within your city or region.
Attending events
or being involved with associations will give people a face to a name. So if they are not in need of
assistance themselves at that point of time they may need you in the future or
pass along your name and services to a friend. This is how connections are made!
I am a Grand
Valley State University student, and making time for networking, groups, and
fundraisers can be difficult at times.
However, I already see a difference in the few months I have been
involved in the Grand Rapids community.
People are recognizing me as well as the phenomenal services 834 Baba
offers. Just yesterday I attended
a gala for Paws for the Cause. I
may not have immediately gained a client, but I sure did expand my connections
and assisted people with links I already had within the community.
Along with
attending events and becoming more involved with your local community, business
professionals have to nurture these relationships. It can be as simple as sending a letter, email, or note the
following business day by thanking them or just a follow up of what you spoke
about during the event.
Also, by connecting with them via Facebook, Twitter, LinkedIn, and any
other social network you may have in common.
Getting out there
is important for yourself in general and your company. Below is a list of
organizations in Grand Rapids you may want to get involved in! Please feel free to add other
suggestions as well.
·
AIM
West
·
American
Marketing Association
·
Association
for Corporate Growth
·
Business
Review events
·
Center
for Community Leadership
·
Charity
events
o Gilda’s Club
o Helen DeVos Children’s Hospital
o March of Dimes
o St. Mary’s Hospital
o Van Andel Institute
·
Econ
Club
·
Frederick
Meijer Gardens - The Connection
·
Inforum
Professional Women’s Alliance
·
Local
Chambers
o Grand Rapids
o Lakeshore
· Local First
·
PMI
Result Global
·
The
Right Place
·
WMSTI
events
·
Women’s
Resource Center of Grand Rapids
So if you already haven't started, you may want to start your 2010 marketing planning. Reflect on your efforts in 2009. What worked? What didn't? Why? How did you use your CRM system effectively? Was it an integrated approach? Did it support and strenthen your brand? Are there any co-marketing activities that you should take advantage of? What about your clients? Have you developed each relationship as far as you should have? All good questions to reflect upon but also take into account for next year. And the final question.... was it fun?
Take time to truly think about these questions and formulate your strategy, the new year is going to come up faster than you think and in these tough times, getting off to a great start right after the holidays could differentiate you from your competitors.
Enjoy! I'm off planning for 2010.