Posts Tagged ‘buckhead’
Posted by Scott Dunn on May 20, 2010
Another milestone in social media has been reached. No, it is not that Facebook added a gazillion people in a month. It is that You Tube is turning five years old.
As everyone who comes in contact with me knows, social media is the biggest game changer since the development of the printing press. Finally, software programs allow people around the world the ability to leverage the power of the internet to connect and communicate globally. Without this software, you would still be interacting on the internet in chat rooms and on message boards typing away frantically trying to communicate in one dimension with people in those groups.
With social media, you are now able to communicate across multiple mediums and share your thoughts, emotions or ideas with text, pictures and video. Of the three, video in my opinion is the most powerful. No other medium allows a person or a business to build “Know, Like and Trust” faster than video. None!
Which brings us to You Tube. As early adaptors to You Tube (yes, we actually shot video on tape, not SD cards and not in HD), we quickly realized the power of making a video and having the ability to share it with the world. Anyone with a video camera could share their creation and become an overnight star, without the need for Hollywood. David can now compete with Goliath and win.
Thank you to our clients who early on trusted us to film their business and create channels. We appreciate your faith in us. Also, thank you to those clients whom we dragged kicking and screaming into the video world. Sometimes being an early adaptor is hard, yet fun and rewarding.
I would also like to thank You Tube. You pushed us, willingly, in new directions. Both creatively (we could shoot more than just a 30 second spot) and in the use of social media. You allowed us to connect to people globally through video and interact in revolutionary ways.
To promote their five-year anniversary, You Tube set up a channel. I would highly recommend taking a few minutes to watch some of the “ordinary” people around the global talk about their “You Tube Story”. I am sure you will be as amazed about some of them as I am.
Congrats You Tube (and Google for buying them)! We look forward to the next five years.
To post your “You Tube Story” or to view the stories of others click this link: You Tube Five Year
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Posted by Scott Dunn on November 1, 2009
I often write about things you should do on LinkedIn to maximize your effectiveness. Today we’re going to look at the other side of the equation…the mistakes. The five mistakes listed here are related to your ability to eventually monetize LinkedIn.
1. Not Having a Purpose or Not Understanding Why You Are On LinkedIn
Quite simply if you don’t know the answer to this question then how do you know what actions you should be taking on LinkedIn? There are numerous reasons to be on LinkedIn and you may have several. The actions you take should be done to support your purpose.
My ultimate goal is to grow my business (make money) so I focus on growing my networks and communicating my message as often as possible. Because I know my purpose, have determined what actions support this purpose, and implement my strategy on an ongoing basis, I have been successful in developing new business clients.
Action Steps:
- Write down the top 3 reasons why you are on LinkedIn
- Determine what actions will support each reason
2. Failure to Participate
There are 41 million people on LinkedIn and a large majority does not interact with others on a consistent basis. This is a direct result of mistake number one. Without understanding your purpose you can’t know which actions to take that will produce a positive outcome.
There are only so many hours in a day and people tend to repeat what works. Social media marketing rarely provides quick results. Most often success is built over time only after people get to know you, like you, and trust you. You have to have the patience to continue participating when you’re not seeing the results.
There are no guarantees that your efforts will produce results, but if you do not participate consistently, I guarantee that you will not find success.
I spent almost a year providing value and interacting before I started seeing results.Now I can count on several inquiries each week from potential client’s looking to engage my services.
Action Steps
- Commit to taking action on a weekly basis
- Schedule these activities
- Post them next to your computer or in your electronic calendar
3. Presenting an Incomplete Picture
On LinkedIn people get to know you through being connected, belonging to common groups, the information your share, and your profile. People want to look at your profile and have a clear understanding of who you are and how you might be of service to them.
If you don’t provide enough information for them to know those two pieces they are unlikely to go looking for the information. You need to make sure you have a detailed profile. You need to include a professional photo. You need to have links to your websites, blogs, etc.
If you’ve been fortunate enough to get them to view your profile, you’ve accomplished the hardest part. It would seem a shame to lose them for simply failing to provide enough information.
Action Steps
- Look at 20 profiles to see how others are presenting themselves
- Spend an hour each month working on your profile
- Personalize your profile–add keywords, personalize your public URL, and Change your Web URL’s to the name (go to edit and choose “Other”)
- Look at the LinkedIn application to see which make sense to add
4. Not Sharing Information or Providing Value
Mistake number three is about people getting to know you. Number four is all about getting people to like you. It’s a simple fact: If you provide value to others without asking for something in return people will start to like you.
The quickest way to generate goodwill on LinkedIn is to provide value to others.Directly this might be responding to a connection or introduction request. You can also build goodwill by providing thoughtful responses to questions in Answers and in group discussion posts. Another great way to provide value to others is through writing recommendations for those who have provide great service or assistance to you.
Everything you do on LinkedIn either adds to or subtracts from your online brand so make sure you put some thought into what you say. Participate consistently and you’ll notice that your profile visits increase and people will start interacting with you.
Action steps
- Find at least two connections to introduce each week.
- Answer at least three questions each week
- Identify connections that deserve a recommendation and write it. Try to find at least 15 people to recommend. Make sure these are 15 people that deserve it.If you can’t find 15 now, build this up over time
- Failure to Build Credibility
By addressing the previous four mistakes you will have reached a point where people know and like you. You may have even started to build some credibility. There are six ways that I document to build your credibility. These include:
A. Your Profile: first impressions count.
B. Answers: In number four we addresses answers from the perspective of providing value. This is also a great way to demonstrate your knowledge and expertise. Whenever you answer a question it is available for anyone on LinkedIn to view. Your Direct connections are also notified that you answered a question on their Home page.
C. Recommendations: Nothing beats having another sing your praises. I have found that my client recommendations have been a huge part of building my online brand.
D. Your connections: Who you are connected to can have an impact. When I seek to connect to others I will often reference a common connection in the invitation.
E. Your Groups: With groups you have something in common with fellow members. I reference common groups in invitation requests as well.
F. Providing Value: This will help others grow to like you but it also is very helpful in building your credibility.
Action Steps
a. Answer at least three questions each week in your field of expertise
b. Try to get 10 recommendations. You can request recommendations but only do so from people you know that you have provided great service or help to. If you don’t have 10, keep providing great service and you’ll get there. When you do, join The “Top Recommended People” group on LinkedIn.
c. Grow your connections based on your connection strategy
d. If you don’t belong to 50 groups find 50 that are relevant and join.
e. Seek out every opportunity to help others.
Wrap Up
There are many other LinkedIn mistakes I could mention including avoiding typos, having multiple accounts, etc. These 5 though are fundamental mistakes that will impact your ability to monetize LinkedIn.
I’m a firm believer that the true value in LinkedIn as a vehicle to add to your bottom line. You may have joined to network, to find a job, or to advance your career…all are great reasons… and all that at the end of the day are about monetization.
It’s OK to be on LinkedIn to make more money. It’s what will keep you coming back and participating, which in the end helps every other person on LinkedIn.
Sean Nelson
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Posted in Social Media | Tagged: ad agency, Advertising, advertising alpharetta, advertising atlanta, advertising city of milton, advertising ga, advertising georgia, advertising johns creek, advertising roswell, advertising sandy springs, Alpharetta, alpharetta advertising, atlanta, atlanta advertising, b2b advertising, buckhead, buckhead business association, city of milton, city of milton advertising, digital advertising, GA, Georgia, gnfcc, greater north fulton chamber, greater north fulton chamber of commerce, Johns Creek, johns creek advertising, johns creek chamber, linked in, Linkedin, marketing, marketing alpharetta, milton, money mailer, roswell, Sandy Springs, Scott Dunn, scott t. dunn, Small Business, small business advertising, small business marketing, Social Media, sonar connects, sonarconnects, super coups, Town Planner, Town Planner Calendar, townplanner, townplannerga | 26 Comments »
Posted by Scott Dunn on April 21, 2009
Great news. You woke up this morning and a video produced about your brand has over 760,000 views in a 24 hour period. Twitter is a buzz about your brand, your video is being translated in every language imaginable and your brand has truly gone global. You now know what it means when a video goes viral. Congratulations are in order, right?
Wrong!!! See, the problem is this. All of the hype about your brand is negative. Yes, you read it right, negative. Neither you nor your ad agency produced the buzz. Instead, a couple of employees with a little bit of time and a $150.00 camera made the video about your brand, posted it on You Tube and the world watched.
Think it can not happen to you and your brand? Do you still think social media is a fad or something your kids do for hours on end? This is exactly what Domino’s thought until it happened to them.
Last week, Donino’s Pizza faced a truly trying time when a video was posted on You Tube showing two employees defacing its food. In a 24 hour period, the video went viral and social media sites were a buzz. With 760,000 views on You Tube, it is enough to make any marketing executive shutter.
Another case in point is Aston Martin. Someone on Twitter decided to set up an account using their name and started tweeting (sending out messages) as Aston Martin. To make a long story short, the tweets were not all good. Aston Martin found out their brand was hijacked and contacted Twitter to have the account shut down. How many tweets did Aston Martin (the hijacked brand) send out? Enough that people took notice and objected to the comments.
Bottom line: Social Media has arrived. Will it have the same look and feel next month, next year or ten years from now? No, it will not. Social Media will continue to evolve as we will. These are exciting times to be in the advertising and marketing world as the industry is being turned on its heel. Change is inevitable; how you handle it is up to you.
What is your plan to protect your brand? Do you have a process in place for what to do when your brand comes under fire? Your brand will come under fire. Will you be prepared when it does?
Take action today and put together a list of the major social media sites and actively monitor these sites. Google has some great tools that will help you to do this. Find out who you need to contact at each of these sites and what the process is to have your hijacked brand removed from the site. How can you leverage the same sites to help you in your campaign?
It is up to you to protect your brand!
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Posted in Social Media | Tagged: ad agency, ad agency alpharetta, ad agency atlanta, ad agency johns creek, advertise, advertise atlanta, advertise in alpharetta, advertise in atlanta, advertise in johns creek, advertise in milton, Advertising, advertising agency, advertising agency atlanta, advertising alpharetta, advertising alpharetta ga, advertising atlanta, Advertising digital advertising marketing, advertising in atlanta, advertising johns creek, advertising milton, advertising roswell, advertising sandy springs, alpharetta advertising, atlanta advertising, atlanta advertising agencies, b2b advertising, buckhead, city of milton advertising, digital advertising, johns creek advertising, print advertising, roswell advertising, Scott Dunn, scott t. dunn, small business advertising, small business advertsing, social media advertising, sonar, sonar connects, sonarconnects, Town Planner, Town Planner Calendar, Town Planner GA, townplanner | 4 Comments »
Posted by Scott Dunn on April 20, 2009
Here’s the marketing outrage of the year. The Port Authority of New Jersey and New York has changed the name of the new signature building at the 9/11 terrorist strike from “The Freedom Tower” to “WTC I.”
Why? Because the word “freedom” makes it hard to sell, they say. They are trying to find tenants for the 1776 foot office/monument, and its tough sledding. But the rumor has it that China has popped for about three floors. Did China insist on the change? Why should they object? Are they afraid of the word? Or of the concept?
To me, “WTC I” invokes sad memories. It makes me think of bad, past days. Dark days of heroism, grief, and, yes, terrorists. But “Freedom” is inspirational and looks forward to days of light, progress and joy.
The old Twin Towers were not a raging success. I don’t think their occupancy was ever that great; I don’t know why. Maybe the new building will have a curse on it, and be hard to rent no matter what name it bears. If I were a salesman for the project, I know I’d rather be selling freedom than a tombstone.
There will be a brief chapter in my new textbook called “Courageous Marketing.” It will cover brands that survived the recession by plowing forward. It will describe the guts of taking uncertain paths. It will honor those who are single minded, despite pressure to diversify. It will not include the chicken-hearted politically correct sycophants like the Port Authority of New Jersey and New York.
The climate these days is to decry the greedy capitalists. The ones who make profits on the backs of the needy unfortunates. But they’re the ones who take risks for freedom, the brave people who aren’t afraid to step up with pride and say, “This is what I stand for. Want a piece of it?”
George Lemmond
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Posted in marketing | Tagged: ad agency, ad agency alpharetta, ad agency atlanta, ad agency johns creek, ad agency miami, ad agency New York, advertise, advertise atlanta, advertise in alpharetta, advertise in atlanta, advertise in johns creek, advertise in milton, advertise in north fulton, Advertising, advertising agency, advertising agency atlanta, advertising alpharetta, advertising alpharetta ga, advertising atlanta, advertising city of milton, advertising ga, advertising georgia, advertising in atlanta, advertising johns creek, advertising milton, advertising roswell, advertising sandy springs, alpharetta advertising, atlanta advertising, atlanta advertising agencies, b2b advertising, buckhead, city of johns creek, city of milton advertising, digital advertising, emory johns creek hospital, George Lemmond, Johns Creek, johns creek advertising, johns creek business, johns creek business association, johns creek chamber, johns creek marketing, print advertising, roswell advertising, Scott Dunn, small business advertising, small business advertsing, social media advertising, sonarconnects, Town Planner, Town Planner Calendar, Town Planner GA, townplanner, townplannerga | Leave a Comment »
Posted by Scott Dunn on February 27, 2009
Ok, ok, ok, I get it. We are in the midst of one of the biggest recessions in the last 20 plus years, according to the media. Everyday I look at my RSS feeds, my google page or the news. It is all doom and gloom. Personally, I am tired of it and believe now is the best time to be in and grow a small business. Yes, I know fear sells and yes I know media companies are in it to make money, but come on people. Give me a break. Can’t I have just a little bit of good news sprinkled in with the doom and gloom?
As someone who is participating in the American Dream via entreprenuership, I am always looking for ways to improve, stengthen and grow my business. So instead of focusing on the doom and gloom, I am focusing on the positives. The positives of a good recession for a small business owner, in my mind, are as follows:
1) Invest in your infrasturcture.
- Small businesses by nature are set up to run lean and mean. We do not have access to millions and millions of dollars from ponzi/hocus pocus fianancing, so we must be practical with our resources. In good times this means sales reps don’t want to “waste their time with us” and in down times we can pick up equipment for pennies on the dollar. Now is the time to purchase the equipment you want but could never justify the cost. If you are buying used equipment, MAKE SURE you purchase a service contract. You will sleep better at night.
2) Invest in your people.
- Let’s face it. The most important thing in any business is your client base. Right after that, it is your people. Now is the perfect time to not only train your people, but also recruit new employes. The recession will end and when it does, are your people better, the same or worse for the experience? How many jobs can one employee perform and are they fully trained on that new piece of equipment? Are they cross-trained in two to three other positions? What were your biggest employee headaches over the last few years? Now is the time to solve them. Recruit, recruit, recruit. The best hires I have ever made were people that took six months to a year to recruit. Now is the best time to find new employees so you do not have to make knee jerk reactions when you do have to hire. Most everyone will at least sit down for a cup of coffee and start a conversation. Call all the people who did not want to talk to you for the last two years and meet with them. You will be amazed at what you find out about a person…like are they really worth all the hype?
3) Invest in your customers.
- This is THE most important thing that any small business can do. What can you do, right here right now, to strengthen a relationship with one of your customers? Find something in your business that you can use to help them. It does not necessarily have to be a product or service that is fee based. A tremendous value add you can provide is education. What is happening in your industry that will affect your customers? Take the time now to build trust and help your clients prepare for the future. Note, I did not say this is a sales call for you to peddle your wares.
4) Build NEW alliances.
- Stop reading this blog, pick up the phone right now and call someone. Anyone. Build a new relationship with someone outside of your current network. You are on every social media sight known to man, so pick up the phone and put a voice to that face. The more people who know you, the easier it is for them to refer you.
This “recession” will end. What you do right now right here, today will pave the road for your success in the future.
TAKE ACTION NOW!
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Posted by Scott Dunn on February 19, 2009
A lot of people say that retailing, as we know it, is dead. Why go to a store when you can compare and shop on the internet, get it paid for and delivered without leaving home?
Despite its growth and acceptance, internet sales are still less than five percent of all purchases. I predict it will never reach fifteen percent? Why? Because people need to shop. They need to get out and connect with the world,
In my experience at Target I saw nine reasons why people came into our stores. Do you fit any of these?
1. They want to be in a crowd. It’s somewhere to go, to be with human beings. They can’t stand to be alone. They need sporting events, restaurants, or just walking through the city.
2. The opposite—to be alone. In other words, to be lost in a crowd. When they get stressed out they relax by shopping. Somehow they recharge their batteries there. They can still be anonymous while making human contact.
3. They want companionship. They come in pairs. “Hey, let’s get together—we can go shopping!” Some couples develop strong bonds—they are facing the world as a team.
4. They want to see what’s new. It’s a better way to be with it and not rely on what they read in the paper or see on TV.
5. They need a challenge. It’s a competitive sport. Compulsive shoppers are very competitive. They can sniff out a bargain from a hundred yards away. They bag their stuff as trophies, and come home victorious.
6. They need to pamper themselves. They need to spend in order to affirm their beauty and worth. It’s an award they bestow on their egos. It makes them feel better than a workout at the gym.
7. They need to dream. They need to see how the upper class lives. They envy wealth. Women try on stuff that there’s no way they can buy.
8. They need to brag. These are the worst kind. They have to show how smart and rich they are.
9. They need something. Duh. This applies mostly to men. Shopping is a problem for them to be solved—go out and find it, shoot it, and bring it home.
My Dad hated shopping: he waited in the car for Mom and smoked his pipe. My daughter was told by her mother, “Clean your room or I’ll make you go shop with your father!”
Of course people will switch from one reason to another, day to day. Sometimes from store to store.
But can you imagine what it would be like if there were no shopping? How else could you satisfy the basic need to be connected?
George Lemmond
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Posted in Uncategorized | Tagged: advertise, advertise atlanta, advertise in alpharetta, advertise in atlanta, advertise in johns creek, advertise in milton, advertise in north fulton, Advertising, advertising agency, advertising agency atlanta, advertising alpharetta ga, advertising atlanta, advertising city of milton, advertising ga, advertising georgia, advertising in atlanta, advertising johns creek, advertising milton, advertising roswell, advertising sandy springs, alpharetta advertising, atlanta, atlanta advertising, b2b advertising, buckhead, chamber, city of milton advertising, digital advertising, George Lemmond, gnfcc, johns creek advertising, metro atlanta chamber, metro atlanta chamber of commerce, print advertising, roswell advertising, Scott Dunn, small business advertising, small business advertsing, social media advertising, sonar connects, sonarconnects | Leave a Comment »
Posted by Scott Dunn on November 29, 2008
Despite reports of advertising’s imminent demise, it still does work, under the ideal circumstance.
The proof. I was comfortably vegetating on my couch watching my third NFL game of the day, when a TV commercial interrupted my peace. I sprang into action, put on my Nikes, ran to my car, and raced to the nearest place where I could buy the product that alerted me to its existence.
I completed the transaction, drove expectantly homeward, and enjoyed the satisfaction of a purchase well made.
Are you longing to know what it was that awoke my latent need or instilled the urgency of my frenetic action? Or what irresistible force overcame the immovable object?
It was Arby’s. The TV situation depicted a man who couldn’t find a living soul until he found a live one. The discoveree was stuffing his mouth and explained that everybody is at Arby’s, where they are selling five Roast Beef and Cheddar Sandwiches for five bucks. That triggered me.
Why did it work for me?
- I was hungry
- I could get there quickly
- I am of their targeted audience—older, a roast beef lover
- I was a lapsed user—-hadn’t had an Arby’s in five years
- I identified with the characters. Average looking guys.
So, is this the proof that you needed that advertising can work? Yes. All you need is a product that works, the right audience, a brand that is acceptable, and an incentive. It’s obvious that timing is essential.
Technology hasn’t made advertising as we knew it passé, but it has made it tougher. Competition is fiercer, and consumer patience is thinner.
Arby’s connected with me on a late Sunday afternoon. How many commercials sped through my head, unnoticed and uncared for?
George Lemmond
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Posted in Advertising | Tagged: ad agency, ad agency alpharetta, ad agency atlanta, ad agency johns creek, ad agency miami, ad agency New York, advertise, advertise in atlanta, advertise in johns creek, advertise in milton, advertise in north fulton, Advertising, advertising agency, advertising agency atlanta, advertising alpharetta, advertising alpharetta ga, advertising atlanta, advertising ga, advertising georgia, advertising in atlanta, advertising johns creek, advertising roswell, advertising sandy springs, alpharetta advertising, Arby's, atlanta advertising, b2b advertising, buckhead, business post, city of milton advertising, digital advertising, George Lemmond, greater north fulton chamber, greater north fulton chamber of commerce, johns creek advertising, johns creek chamer of commerce, metro atlanta chamber, metro atlanta chamber of commerce, money mailer, New Media, New York, north fulton times, points north, points north magazine, print advertising, roswell advertising, savvy shoper, savvy shopper, savy shoper, savy shopper, Scott Dunn, small business advertising, Social Media, social media advertising, Town Planner Calendar | Leave a Comment »
Posted by Scott Dunn on November 18, 2008
Attached is a press release from a client, Emory Johns Creek Hospital (EJCH), who just won the E-HEALTHCARE LEADERSHIP AWARD.
We at Town Planner Calendar are both proud and honored to have been chosen to develop this project with Emory Johns Creek Hospital. I appreciate EJCH’s leap of faith in choosing our agency to help them in launching their first social media site. We at Town Planner Calendar are very passionate about Social Media and its limitless roles in procuring tangible results for our clients.
Congratulations Emory Johns Creek Hospital!!!
————————————————————————————————————————————————————————–
FOR IMMEDIATE RELEASE Media Contact: Johnel Reid November 18, 2008
EMORY JOHNS CREEK HOSPITAL WINS E-HEALTHCARE LEADERSHIP AWARD FOR VIDEO BLOG
JOHNS CREEK, GA – Emory Johns Creek Hospital was recognized for its outstanding website at a special presentation in Orlando on November 11 during the Twelfth Annual Healthcare Internet Conference. The EJCH blog and video blog sites earned the Award of Distinction, the number one award among hospitals of 200 beds or less, in the category of Best Web 2.0/Rich Media category. “It is an honor to be recognized for our considerable efforts this past year,” said Johnel Reid, Director of Marketing for the hospital. “What began as an experiment for us, has gained momentum and produced significant results,” she added.
Emory Johns Creek Hospital’s site was chosen from among 1,100 entries by a panel of 114 judges familiar with healthcare and the Internet. “A growing number of healthcare organizations are clearly embracing the Web and emerging technologies,” says Mark Gothberg, eHealthcare Leadership Awards chairman. Gothberg notes that many organizations have invested in new sites or made significant improvements in their existing sites. “Such rich media forms as video, audio, blogs, and discussion groups are changing the landscape of Web sites,” he says.
The hospital launched its blog and video health library with the help and video production of Scott Dunn, of SONARconnects. “We know that people are changing the way they receive their news and information and we know the Internet plays a significant role,” said Reid. The team videotaped interviews with their medical staff about a variety of health related issues and then posted the videos to the Internet. “In less than four months, the 150 videos we have posted have received more than 11,000 views,” Reid said.
“Our audience can expect to see our blog continue to evolve,” said Reid. “We are finding ways to become more interactive and build relationships with our patients and the community. Healthcare marketing, at its core, is about relationships — building trust among physicians, hospitals and patients,” she said. “Traditionally, healthcare marketing has been fairly conservative. We are fortunate to have leadership that embraces this experiment ,” Reid added. “We have exciting plans for 2009 that will include improving the quality, server response and using more social media elements.”
“It’s rewarding to work with clients to help them find ways to reach their markets in new ways. The Internet is changing how people get their news, their information, even their entertainment. It is changing how people connect with each other and with the companies they choose to do business with,” said Dunn. “In the case of Emory Johns Creek, we found a way for doctors to reach their target audiences in a very personal, non-traditional way. It’s a win-win situation for everyone – the doctors get the value of knowing their messages are being heard, the audience gets the information they were looking for, and the hospital builds relationships with the communities they serve.
Emory Johns Creek Hospital is known for its state-of-the-art technology in a luxurious, hotel-like setting. Services include advanced orthopaedic surgery, joint replacement, spine surgery, 24/7 emergency care, state-of-the-art all digital imaging including a 64 slice CT, The Birth Place with Level III Neonatal Intensive Care Unit, 24-hour anesthesiologists, intensive care, advanced cardiac care, rehabilitation services and women’s services. Emory Johns Creek Hospital is home to the Atlanta Bariatric Center, designated a Center of Excellence by the American Society of Bariatric Surgeons.
For more information, please visit emoryjohnscreek.com. To find a physician close to where you live or work, call 678.474.8200
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Posted in Social Media | Tagged: ad agency, ad agency alpharetta, ad agency atlanta, ad agency johns creek, ad agency miami, advertise, advertise atlanta, advertise in alpharetta, advertise in atlanta, advertise in johns creek, advertise in milton, advertise in north fulton, Advertising, advertising agency, advertising agency atlanta, advertising alpharetta, advertising alpharetta ga, advertising atlanta, advertising city of milton, Advertising digital advertising marketing, advertising ga, advertising georgia, advertising johns creek, advertising milton, advertising roswell, advertising sandy springs, alpharetta advertising, appen, appen newspaper, atlanta advertising, b2b advertising, blog, blogs, blogs about hospitals, buckhead, city of milton advertising, digital advertising, doctor, emory, emory hospital, emory johns creek hospital, gnfcc, greater north fulton chamber, greater north fulton chamber of commerce, jcba, jccc, Johns Creek, johns creek advertising, johns creek business, johns creek business association, johns creek chamber, johns creek chamer of commerce, north fulton chamber, north fulton times, north side, North Side Hospital, points north, points north magazine, print advertising, roswell advertising, Scott Dunn, small business advertising, small business advertsing, social media advertising, Town Planner, Town Planner Calendar, Town Planner GA, townplanner, townplannerga, you tube | 5 Comments »
Posted by Scott Dunn on August 20, 2008
Are you giving away the farm when you give away some of your product? Are you giving away your secrets, and not protecting your family’s jewels?
Assuming you are a believer in your product and are proud of it, sampling is the most potent arrow in your marketing quiver.
If a picture is worth a hundred words, then a taste is worth a thousand pictures. One definition of a sample is, “A representative part from a larger whole presented for inspection as evidence of quality.” How could there be a smarter prelude to winning marketing?
Some of the greatest food chains are Wegman’s (Rochester, NY) and Whole Foods.
You can’t get out of one of their stores hungry, because the have fed you with delicious samples. And it’s hard to leave without spending a bundle.
There are many ways, other than eating, to sample your goods:
- Barnes Noble wants you to read books, so they make that inviting and easy. They don’t care if you mess up their displays or spill coffee. You will ultimately buy books.
- A good car dealer lets you take a car home for the weekend.
- A masseuse gives you a free neck rub.
- The “spritzer” in Macy’s cosmetics aisle gives you a breath of alluring air.
- A financial planner or a marketing consultant gives you a free hour of advice.
- A stand-up comedian starts with a chuckle, and preacher invokes hope.
It’s important to note that sampling should not be a preview of the price. It’s a demonstration of the confidence in your product. Don’t compete on price: only Wal*Mart can succeed in that game. Don’t give away too much.
Suppose that you are in a play-off with two others for a new customer, and you are each given thirty seconds. The first two gave good, succinct “elevator speeches.” Then it’s your turn. You announce your name, your brand’s main benefit, and bestow a sample. Guess who wins.
George Lemmond
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Posted by Scott Dunn on July 24, 2008
The only true mission of any organization is survival. Companies where “excellence” is embedded in its culture are invariably in the spotlight, run by overachievers and are candidates for hostile takeovers. Companies that live by tidal trends will sink or swim, and frequently drown in the undertow.
But our computer simulations prove that survival correlates best with unobtrusiveness, and all major trends are doomed to collapse from their own weight. Survivors coast under the radar.
Therefore, we are pleased to offer these “Guides for Cautious Executives” who yearn to stay in the back of the pack. Mediocrity, once achieved, cannot be denied. It will carry a company through thick.
We asked what organizations are truly mediocre models. Our average panel voted these companies, brands and entities to be unexceptional:
- Ford
- France
- The Pirates
- MSNBC
- Kmart/Sears
We examined them carefully, and concluded that they will probably live long lives, unconcerned and oblivious. Can you think of some more living mediocrities?
Cautious managers are not in the limelight. We have a process that identifies nega-trends, based on the Principle of Omission. We studied whatever is not in the news, what is not a fad. We have proven that nega-trends, once identified, can be used to justify the most comfortable course.
Combining the habits of the most mediocre institutions with nega-trends, we’ve come up with eleven immortal “Guides for Cautious Executives,” If you observe them dispassionately, you can achieve everlasting indifference.
Here are the first five. We don’t want to overburden you cautious ones, so we’ll save the last six for the next issuance.
1. Innovation: There’s nothing new under the sun. Innovators are degenerate boat rockers. The patent office should have closed a century ago, because there is nothing left to invent. New products are for high rollers; you should “Know when to fold ‘em,” and that’s now. Don’t try anything new and risky.
2. Human Resources: The touchy-feely black hole. People are the way they are and you can’t change them. You shouldn’t try. Watch out for today’s fads, such as “Talent Management” and “Succession Planning.” These are the fruits of the educational “Self Esteem” movement and, heaven forbid, could lead to “Social Computing.” Don’t try to understand people and change them.
3. Solution Selling and Customer Relationship Management: No match for a shoe shine, a cigar, and a smile. If your salesmen talk like psychologists, they will drive you right to the couch. Good ol’ boys are the way to go. Your customers should just buy your products, not you.
4. Strategic Planning: Contemplating the Corporate Navel. Mediocre planning must be pure, uncontaminated by mention of implementation or accountability. We must fight the alarming tendency to shorten the time-frame of planning. Forget about the next three years and concentrate on the far future, when things should calm down. Remember:
- Planning should be done only by planners, not doers.
- Any plan of less than a ten-year vision is an exercise in expediency.
- Communication of the plan should be limited to those empowered to revise it. Broader exposure can cause corporate unrest.
5.
Corporate Culture: A Bias for B.S. Action is the natural enemy of mediocrity. Therefore, a company that has a bias for action will operate in the high-risk mode. Fortunately, action can easily be diverted into pointless activity, and activity diffuses into B.S. When this becomes ingrained, managers need not worry about such ugly phrases as “task orientation” or “management by objectives.” Some tips:
- Preach and live the doctrine that contemplation is the highest calling.
- Leave no stone unturned. If all are turned, turn them back. Further study is prudent.
- Always play for the tie.
Think about these five Guides. Start to slow down. Next time we’ll reveal more.
George Lemmond
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