Dr Brian's SmartaMarketing 2

Smarta Marketing Ideas for Smarta Marketers

Month: March, 2013

7 Simple Rules for an Effective Marketing Program

By Emily Coleman

Marketing seems to be getting more and more complicated.  There is an ever-expanding universe of ways to try to reach out to prospects.  Segmenting the marketplace now includes categorization by means of communication on top of the traditional demographic profiles.  Marketing specialties are multiplying.

What’s an entrepreneur or small- to medium-sized business to do?  There aren’t limitless funds to hire experts, buy “big data,” do finely honed customized market research, etc.

Over the years, it has become clear to me that the best marketing – the marketing that actually contributes to sales and revenue growth – follows the KISS principle:

  1. Place your value proposition – why people should buy from you – in the context of your marketplace.

2.  Make your message clear, concise, and memorable.  If you have a slogan, make it mean something.

3.  Worry less about engagement and more about showing how your company/product/service will bring value to your prospect.  Engagement will follow.

  1. Be responsive.  And be timely with your response.

5.  Align all your outreach (blogs, tweets, posts, white papers, advertising, and content marketing in general) so that your central message is consistent and your expertise shines through.

6.  Your objective is to have your company/products/services noticed.  Don’t worry about having to follow the commonly accepted wisdom on how to do it.

7.  Never forget that the sole purpose of marketing is to increase sales, revenues, and market share.  Measure each initiative against that goal.

If you internalize and use these basic rules as your marketing guide, you can harness your resources, avoid unnecessary expenditures, and have measurable results.


About Emily R. Coleman

Dr. Emily R. Coleman is President of Competitive Advantage Marketing, Inc, a firm that specializes helping companies expand their marketing reach and revenue streams through strategy and implementation. Dr. Coleman has more than 30 years of hands-on executive management experience working with companies, from Fortune 100 firms to entrepreneurial enterprises. Dr. Coleman’s expertise extends from the integration of corporate-wide marketing communication and operations to the development and implementation of strategy into product development and branding. Ask how Dr. Coleman can help your company. She can be reached at 201-836-9070 or at ecoleman@colemanmgt.com


How Do You Foster Creativity?

By John Harrington

As a Creative Director for 20+ years, I’ve learned some tricks that help amplify creativity in any department of a company.
1. Create an environment of praise instead of fear. Nothing dries up creativity faster than rampant negativity and fear of making a mistake.
2. Don’t give people a million rules, give them a few absolute ones then let them have
free rein on everything else.
3. Don’t take the credit, give the credit.
4. Praise the behavior you want loudly and often.
5. Be fair, but don’t tolerate non-performers. Keeping around dead weight demoralizes the people who are trying really hard.
6. Don’t compete with your underlings. If you’re always trying to one up your staff, they
will quit trying eventually. If they don’t solve the problem exactly the way you would have,
7. Give people a clear, simple, lofty vision of where you want to go. BE VERY CONSISTENT TO SUPPORT THAT VISION.
8. Don’t worry so much about watching the clock on employees. If they accomplish the goals you want, let them figure out creative ways and times to make it happen.
9. Try in inject some aspect of fun into everything you do right down to the office space.
Just look at the offices, benefits and the results that Google has.

Do all that and you’ll have the best and the brightest lining up to work on your team.


John Harrington   is President at Blackbox Advertising and Owner, Blackbox Advertising

Kansas City, Missouri

Maximising Your Media Moment

In an era of short media bites, how do you get your message across about a complex, detailed issue through TV in ten seconds?

Well, you need to work out your key message and deliver it flawlessly as a media friendly quotable quote.

Professional news crews will tell you about people who ring them after the interview and say “can you come back, I forgot to say this and that?”   Of course, the media are so time poor and deadline driven they never come back.

So you only have one opportunity to maximise your media moment.

How do you do this, especially for TV? Here are the Top 10 Tips:

1. Dress Well.

In the powerful visual medium of television you will be judged by your appearance. Clothing patterns and colours will contribute to the impact of your on camera interview. Avoid clothes with lots of designs or patterns. A dark jacket (blue, black, charcoal or navy) with a white shirt/blouse always looks good on camera. Take your cue from what TV news readers are wearing.

2. Warm Up Your Voice.

Tiger Woods wouldn’t go and play a championship round of golf without warming up. You, as a professional communicator and official spokesperson should never engage with the media without warming up your voice.

3. Speak With Increased Energy

Speak at a higher volume, range, tone and pitch than you would normally. Imagine having a conversation with someone and speaking at a slightly more animated level than you would normally.

4. Anchor Your Feet and Slow Deliberate Movements.

The more you move around the more your body language will distract from your message. Doing interviews standing, even radio interviews, will change your whole physiology and give your more energy and authority. Stand with your feet about shoulder width apart and firmly anchored to the ground. It is hard to sound credible standing on one foot.

TIP: Watch your interviews with the sound off to get a better idea of what your body language is doing in the interview.

5. Keep Calm.

Reporters are probably not your friends. Assertive, aggressive, even angry reporters will fire off questions at you quickly, like bullets spitting from a machine gun. Their speech patterns will be intense and fast. Do not get drawn into mirroring and matching these patterns. In these situations, take a breath and speak more slowly than the interviewer.

6. Memorise Your Three Key Points.

You must be able to deliver these flawlessly without reading notes. Firstly, write them down. Writing things down helps fix them in the mind and seeing them written down also helps. Then compose a visual picture of the actual words. Visually place them in the top left part of your brain. When remembering these points, look to the top left hand part of the brain and they will come to you instantly like magic.

In technical terms, brain experts have shown the left-side of the prefrontal cortex (just behind the forehead) experiences increased blood flow as new information enters our episodic memory. In fact, the brain’s thesaurus is dispersed in many separate parts of the left cerebral hemisphere

7. Never Say No Comment.

Journalists will believe ‘where there is smoke there is fire’. Say no comment, but back this up with a valid reason.

8. Drink Plenty Of Water.

Keep hydrated and avoid caffeine and milk prior to an interview. Milk gums up your saliva glands leading to a dry mouth. This manifests itself in the common nervous habit of licking dry lips.

9. Get In The Moment.

Elite athletes talk about and practice getting in the zone to achieve peak performance. You need to do the same.

Try this: Relax, close your eyes and take three deep breaths, focussing on clearing your mind. Then visualise a moment in the past where you felt very motivated and very confident. Capture this moment in your mind and anchor those feelings. Place this mental picture inside your right hand and clench making a fist. Cover this fist with your left hand. Repeat this process until you can instantly put yourself into a state of peak performance.

10. Review, Evaluate and Improve.

After each media interviews always review:

What worked well?

What could be improved?

What will I work on for next time?


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