Once the an organization has put the 'Right People' in the 'Right Roles', then that organization must move on to marketing itself. Yet again this comes down to brand.
Who is your target customer? What are you seeking from them? Where are they?
Let me give an example. If you are an organization that appeals to and fits the needs of the elderly, then why focus your time and energy on the youth? There is a reason why your strength is in marketing to the elderly and if mission is to appeal to the youth of today you've obviously got either the wrong people in place, the wrong product / service, or the wrong promotions -- 3 of the 4 Ps of Marketing.
The first step in marketing your organization has everything to do with identifying your target market and ensuring that your business plan is altogether feasible. Once you are sure the numbers add up then it's time to focus on grabbing the attention of your customer base.
'Enthusiasm in Marketing' for the Small Business Owner
The best person to market your business is yourself. You are the ultimate advocate so make sure you have your message down. Your pitch has to be flawless. Practice it until your kids can say it in their sleep.
Then get out into your target segment of customers and learn as much about them as you can. Document it. Study it. Learn where there are similarities are pounce on those marketing opportunities. A B2B business may want to join a local networking group if their target segment is there... it only makes sense to join if they are. A retailer may want to setup a kiosk at the local skateboard park -- if their target market is pre-teens with attitudes.
Whatever you do, focus your energies on marketing to the right segment. If it doesn't feel right then return to the start and determine if you have the Right People in place to make it happen.
Wednesday, April 25, 2007
Phone Spam
The importance of accurate data only grows more and more important the more connected you get to your customer. Last night I received a call from a survey company asking for feedback on behalf of my cellular phone company. Problem is that I haven't been a subscriber to that cellular phone company for over a year.
A real-life person contact is one of the most powerful connections you can have with a customer, whether in-person or over the phone. It also means that as much of an opportunity you have to build your brand and relationship with a customer; it is also a chance to tarnish your brand beyond repair.
One VP I work with will not even talk to some past service providers because every time they talked the sales person / customer service person would have no clue as to the types and amounts of services we had in our business and what they could contribute. They were only there to sell.
Seth Godin talks about robocalling in his blog Some people might like it this morning. Unlike email spam which is easily disregarded -- this type of marketing is a direct brand killer. You are immediately notified of the brand they are trying to sell (trying to keep you on the line) and if it doesn't appeal to you (which it doesn't to most) then your brand is immediately taken down a notch.
Small businesses / entrepreneurs often get caught in the scam of trying to close 1% of thousands. Instead they should spend some time on a focused segmentation exercise, identify a group of customers and make a couple of calls and debrief -- what messages engaged the customers? Which ones didn't? What was the customer experience?
A real-life person contact is one of the most powerful connections you can have with a customer, whether in-person or over the phone. It also means that as much of an opportunity you have to build your brand and relationship with a customer; it is also a chance to tarnish your brand beyond repair.
One VP I work with will not even talk to some past service providers because every time they talked the sales person / customer service person would have no clue as to the types and amounts of services we had in our business and what they could contribute. They were only there to sell.
Seth Godin talks about robocalling in his blog Some people might like it this morning. Unlike email spam which is easily disregarded -- this type of marketing is a direct brand killer. You are immediately notified of the brand they are trying to sell (trying to keep you on the line) and if it doesn't appeal to you (which it doesn't to most) then your brand is immediately taken down a notch.
Small businesses / entrepreneurs often get caught in the scam of trying to close 1% of thousands. Instead they should spend some time on a focused segmentation exercise, identify a group of customers and make a couple of calls and debrief -- what messages engaged the customers? Which ones didn't? What was the customer experience?
Tuesday, April 24, 2007
The Business of Ethics Part I
Being involved in local community organizations as much as I have been over the past twenty years, it never ceases to amaze me on how many not-for-profit organizations do not believe they are a business. After all businesses don't practice ethical behaviour do they?
Ethics of businesses is a topic better left for another day, however I have been thinking a great deal lately about the business of ethics. Churches, charitable organizations, not-for-profit, etc. are abundant in today's market and make for some of the least efficient and clumsy businesses out there.
When advising organizations on the BREAK model, there is often very little problems in having the organization define their 'Believe in a Vision'. Many organizations have spent more time in fact on their visions, missions and goals then on the business itself.
The first place I find they all struggle is with the concept of 'Right People, Right Roles'. After all how do you say no to a volunteer? Who wants to work for the small not-for-profit vs. the corporate superstar or next web2.0 company?
The reality of the situation is that, just like any other business, the right people will make or break the not-for-profit business. If we are trying to attract a certain demographic segment to our church, you need a pastor or priest who appeals to that segment. Someone who engages them, makes them think and, most importantly, makes them want to contribute their time, talents and treasures to the not-for-profit.
Ultimately it is more important, not less important, to be able to get rid of anyone who does not fit the overall vision of the organization. Is it ethical? How can you fire a volunteer? Does this show love for others?
The answer to all three is easy: YES. In fact I truly believe you are showing more love and devotion to a volunteer or employee by having a truthful, candid conversation about their fit in the organization than ignoring it and watch them, and your business, fail miserably.
If you are unable to surround yourself with the right people, working in the right role, then your business will flounder. Do yourself a favour and the ethical decision; make that change you've been avoiding; part ways with that one employee who just doesn't get it; let a member of your not-for-profit board go that just distracts you from your ultimate goal -- you'll be a stronger and more ethical business for it.
Ethics of businesses is a topic better left for another day, however I have been thinking a great deal lately about the business of ethics. Churches, charitable organizations, not-for-profit, etc. are abundant in today's market and make for some of the least efficient and clumsy businesses out there.
When advising organizations on the BREAK model, there is often very little problems in having the organization define their 'Believe in a Vision'. Many organizations have spent more time in fact on their visions, missions and goals then on the business itself.
The first place I find they all struggle is with the concept of 'Right People, Right Roles'. After all how do you say no to a volunteer? Who wants to work for the small not-for-profit vs. the corporate superstar or next web2.0 company?
The reality of the situation is that, just like any other business, the right people will make or break the not-for-profit business. If we are trying to attract a certain demographic segment to our church, you need a pastor or priest who appeals to that segment. Someone who engages them, makes them think and, most importantly, makes them want to contribute their time, talents and treasures to the not-for-profit.
Ultimately it is more important, not less important, to be able to get rid of anyone who does not fit the overall vision of the organization. Is it ethical? How can you fire a volunteer? Does this show love for others?
The answer to all three is easy: YES. In fact I truly believe you are showing more love and devotion to a volunteer or employee by having a truthful, candid conversation about their fit in the organization than ignoring it and watch them, and your business, fail miserably.
If you are unable to surround yourself with the right people, working in the right role, then your business will flounder. Do yourself a favour and the ethical decision; make that change you've been avoiding; part ways with that one employee who just doesn't get it; let a member of your not-for-profit board go that just distracts you from your ultimate goal -- you'll be a stronger and more ethical business for it.
Thursday, April 19, 2007
Avoiding Deathly Meetings
Seth talks about running different types of meetings if you seek different levels of results. I've been implementing many of the same concepts in companies like Dell and VOXCOM over the past couple of years, largely influenced by the book Death by Meeting by Patrick Lencioni.
It seems if there is a common issue that faces a business manager or executive, Patrick Lencioni has written a fable about it. Meetings are no exception and he lays out some good tips and tricks around how to keep from drowing in meetings throughout the week.
It seems if there is a common issue that faces a business manager or executive, Patrick Lencioni has written a fable about it. Meetings are no exception and he lays out some good tips and tricks around how to keep from drowing in meetings throughout the week.A couple extra tips I've learned implementing meeting strategies in large organizations:
Only book meetings for the time necessary: Organizers such as Outlook and BlackBerries are causing grief all over the globe because they book meetings in half-hour segments. Don't be afraid to build a culture where 15 minute meetings are booked and observed, or 10 minutes or 40 minutes. Outlook will do that for you too without much extra work.
Only book meetings for the time necessary: Organizers such as Outlook and BlackBerries are causing grief all over the globe because they book meetings in half-hour segments. Don't be afraid to build a culture where 15 minute meetings are booked and observed, or 10 minutes or 40 minutes. Outlook will do that for you too without much extra work.
Book meetings often: It may seem contrary to trying to staying away from drowning in meetings, but combined with the first tip above, you can spend less time in meetings and be more effective and prompt in making decisions to grow and move forward. Don't rely on a 'weekly meeting' when you need something more often than that.
Book the next meeting today: The last thing you need to do at the end of the meeting is agree to the next meeting time and date. Based on the next steps of the issue being discussed you should have an idea of when it the optimum time to hold the next get-together.
I encourage you to read Death by Meeting, you can order it from my Squidoo LENS if you wish, as it makes for some enjoyable airplane reading.
Educational Brand = Personal Brand
Patricia McQuillan's blog Campus as “branding ground” for success on the CMA website discusses the inconsistency of branding efforts of many universities across the globe. It is easy to get really lazy when hordes of new students flood your doors every fall mainly because the belief instilled by moms and dads is that you'll go nowhere in life without a degree.
In more recent years I've witnessed a greater movement in people associating themselves to educational institutions as part of building their personal brand, and not only with those who have always wanted to be the 'best' in their class, or have the 'best' education, or go to the 'best' school.
So is the education you receive as important as the university name on the resume?
For most people this comes down to your brand. I undertook the journey of getting my MBA a few years ago and, when I was deciding where to go, I spent some long hours evaluating all those things that a university would give me that aligned themselves with how I defined myself. I never had the luxury of going to school full-time, as I am the wage-earner in a single income family, and wanted something I could apply right now -- not as I got the letters at the end.
Ultimately I am glad I made the choice I did. It wasn't, and still isn't, about the letters. For me it was about the education and I did much more for my personal brand by learning as much as I could and making the businesses I work with all the more successful. When interviewing new candidates for jobs I am increasingly surprised at the number of Master-level graduates that have no experience to back it up. This is the main flaw of many of today's 'branded' universities: you can't afford to work while in school due to the intense level of studies.
I have one small piece of advice for all those aspiring Bill Gates, Martha Stewarts and Steve Jobs out there: Unless you plan to get a PhD and teach, apply what you are learning today to a real business -- even if you do it for free. If your program won't allow it, or doesn't have a co-op option -- find another program!
If you can't find a business that'll work with you, contact me and I'll work with you to find one. This is crucial because an education gives you the foundation to suceed but a specific universities name on a resume will only get you a smile, a 'wow' and a 'thanks for coming in'. Later on if you want the some pretigious letters to follow your name you can always enter in Seth Godin's New Order Business School.
In more recent years I've witnessed a greater movement in people associating themselves to educational institutions as part of building their personal brand, and not only with those who have always wanted to be the 'best' in their class, or have the 'best' education, or go to the 'best' school.
So is the education you receive as important as the university name on the resume?
For most people this comes down to your brand. I undertook the journey of getting my MBA a few years ago and, when I was deciding where to go, I spent some long hours evaluating all those things that a university would give me that aligned themselves with how I defined myself. I never had the luxury of going to school full-time, as I am the wage-earner in a single income family, and wanted something I could apply right now -- not as I got the letters at the end.
Ultimately I am glad I made the choice I did. It wasn't, and still isn't, about the letters. For me it was about the education and I did much more for my personal brand by learning as much as I could and making the businesses I work with all the more successful. When interviewing new candidates for jobs I am increasingly surprised at the number of Master-level graduates that have no experience to back it up. This is the main flaw of many of today's 'branded' universities: you can't afford to work while in school due to the intense level of studies.
I have one small piece of advice for all those aspiring Bill Gates, Martha Stewarts and Steve Jobs out there: Unless you plan to get a PhD and teach, apply what you are learning today to a real business -- even if you do it for free. If your program won't allow it, or doesn't have a co-op option -- find another program!
If you can't find a business that'll work with you, contact me and I'll work with you to find one. This is crucial because an education gives you the foundation to suceed but a specific universities name on a resume will only get you a smile, a 'wow' and a 'thanks for coming in'. Later on if you want the some pretigious letters to follow your name you can always enter in Seth Godin's New Order Business School.
Tuesday, April 17, 2007
Coming to Your Senses
Last Friday (and again today) I was not only intrigued by posts in re: Famous Quitters but also moved to share my personal favorites (more to come there) with Seth Godin. Though I believe it is much more around passion than a lack of will.
I myself am a 'quitter'. It started at a fairly young age in fact. Just prior to entering high school I 'quit' playing hockey. I loved the game and still do play casually, but my passion doesn't surpass my love of the game.
When I entered university my big goal was to become a high school teacher. After two years though that goal was derailed by a new-found passion in business. Again I quit as my passion for business surpassed my passion for teaching.
Sometimes quitting is the right thing to do. It doesn't mean you have failed. But I can almost garuntee that if you don't have a passion for your business anymore you won't succeed. Choosing to quit is often the most courageous thing a person has to do in their lives and I've not met someone who has regretted their decision.
By the way... my favorite 'quitters' are Dr. Greg Zeschuk and Dr. Ray Muzyka, President and CEO respectively of Bioware.
I myself am a 'quitter'. It started at a fairly young age in fact. Just prior to entering high school I 'quit' playing hockey. I loved the game and still do play casually, but my passion doesn't surpass my love of the game.
When I entered university my big goal was to become a high school teacher. After two years though that goal was derailed by a new-found passion in business. Again I quit as my passion for business surpassed my passion for teaching.
Sometimes quitting is the right thing to do. It doesn't mean you have failed. But I can almost garuntee that if you don't have a passion for your business anymore you won't succeed. Choosing to quit is often the most courageous thing a person has to do in their lives and I've not met someone who has regretted their decision.
By the way... my favorite 'quitters' are Dr. Greg Zeschuk and Dr. Ray Muzyka, President and CEO respectively of Bioware.
Monday, April 16, 2007
Squidoo: A Resonance Human Resources and Marketing Lens
Based on advice in a recent post by a marketing leader and influencer, Seth Godin, I have built a Squidoo Lens for Resonance Human Resources and Marketing.
The LENS contains a bunch of links to some of today's business minds that I follow, along with some of the must read books that every small business owner and / or entrepreneur should read.
The initiative is meant to be a process of learning myself as well. Part of marketing your business is also having the will to spend those few minutes a day in purposefully doing things that will extend your brand. For me it is way too easy to just 'think' it will happen anyway so...
I've started this Blog...
I've started a LENS...
And the goal is to continue to feed valuable insights I share with my friends, colleagues and clients on a regular basis into a format that others can read and enjoy.
The LENS contains a bunch of links to some of today's business minds that I follow, along with some of the must read books that every small business owner and / or entrepreneur should read.
The initiative is meant to be a process of learning myself as well. Part of marketing your business is also having the will to spend those few minutes a day in purposefully doing things that will extend your brand. For me it is way too easy to just 'think' it will happen anyway so...
I've started this Blog...
I've started a LENS...
And the goal is to continue to feed valuable insights I share with my friends, colleagues and clients on a regular basis into a format that others can read and enjoy.
Wednesday, April 11, 2007
Dragon's Den Auditions
In February I had the opportunity to meet Sean Wise at WestJAC, a weekend conference for high-school students involved in Junior Acheivement. That weekend we talked about how exciting it would be for high-school / university students to appear on the Dragon's Den with a business venture just waiting to be funded by the Dragons. Well your chance is coming very soon...
Dragon's Den Auditions in Edmonton:
April 18
Edmonton, AB
CBC Edmonton Centre Stage
10062 102 Avenue
Edmonton City Centre East
Time: 10 a.m. - 1p.m. and 1:30 p.m. - 4:30 p.m.
I know more than a few of you students here in Edmonton have the skills necessary to get your business concepts flying so plan on being there... and if you need some help on your pitch feel free to email me -- always more than willing to help out a student.
Dragon's Den Auditions in Edmonton:
April 18
Edmonton, AB
CBC Edmonton Centre Stage
10062 102 Avenue
Edmonton City Centre East
Time: 10 a.m. - 1p.m. and 1:30 p.m. - 4:30 p.m.
I know more than a few of you students here in Edmonton have the skills necessary to get your business concepts flying so plan on being there... and if you need some help on your pitch feel free to email me -- always more than willing to help out a student.
Tuesday, April 10, 2007
mCrowd
I've had a concept for the past three to four months of creating an organization that brings together two groups both suffering through a great deal of pain -- small business owners and business students. One group needs all the help they can get to market and grow their business, the other needs all the experience they can get to one day be successful in their respective fields.
The idea came to me to create a Crowdsourcing environment that will bring everything together. What the model looks like I'm not 100% sure today but the 'advisors' (a.k.a. students) would be guided by seasoned professionals in their industry and the clients (a.k.a small business owners) would purchase credits to get support for various opportunities facing their business.
More details to come but I find that writing will help me figure it all out -- welcome to mCrowd.
The idea came to me to create a Crowdsourcing environment that will bring everything together. What the model looks like I'm not 100% sure today but the 'advisors' (a.k.a. students) would be guided by seasoned professionals in their industry and the clients (a.k.a small business owners) would purchase credits to get support for various opportunities facing their business.
More details to come but I find that writing will help me figure it all out -- welcome to mCrowd.
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