A Rose by Any Other Name
According to Shakespeare, A Rose by Any Other Name Would Smell as Sweet. Does the same hold true for companies? Would Nike have the same punch with a different name?
Working with start-ups, we are asked from time to time to help clients name their new business. The process of developing a great name is one of the most rewarding, but often most challenging parts of my job.
The project always begins with a conversation with the client. We want to understand what is important to them and what sets them apart. Even in traditional industries, we always look for a unique twist.
We are currently working with a carpenter to name his new business. His specialty is unique decks, he loves unusual angles and non traditional designs. Also, as a former emergency manager, he is very focused on even the smallest details, so the name and tagline need to convey both creative concepts and flawless execution of wood designs.
While I love made up words, names with foreign language roots and creative spelling, this clients seems to gravitate toward more literal, concrete terms, so some of my creative paths are block, and I could use a bit of help.
Here a few of the names we have come up with so far, but I could use a little help. Any ideas?
- HomeWorks by Tim
- Batta’s WoodWorks
- DesignWorks by Time
- Built Right
- DoneRight Carpentry
The tag lines are working much better so far my favorites are:
- Creatively Designed, Solidly Built for use with any of the first three names
- Creativity and Craftsmanship to match with the last two.
In both cases, I could use a few more suggestions, and I am just stumped this AM.. Any creative thoughts out there?
Internet Marketing Advice for Contractors
It is easy to see how tech firms and retail companies can use internet marketing and social media, but contracting firms? My friend Matt Michele, founder of the Service Roundtable makes a compelling argument for even businesses in these trades to give it a try.
He identifies a series of simple steps any small business owner can take to begin using the internet more effectively. His list includes:
- Create a Facebook Fan Page – As I mentioned in a post about a week ago, Facebook is coming the social media of the masses. While it may not be the most effective method to communicate to your clients, it is free! And the upside potential of building a loyal following, can give a boost to every small business.
- Collect Customer Emails & Market to Them - While many of us over overwhelmed with email offers, when used and not abused, email is still an effective way to stay connected to your existing customers. To do this effectively, you really need a tool to organize your contacts. It is time to take them out of your filing cabinet, and put them in a data base.
- Complete Your Local Search Profile - It takes just a few minutes to complete the profile and it will help you improve your visibility in the “ten pack” of local search results.
- Create a list of your prestigious reference jobs including pictures – It is even more effective if you can create an individual blog post for each listing. This will give you more unique content to help the search engines find you!
Matt had a number of other suggestions as well. To see the whole list click here
And if you need help getting started, contact us!
What do Journalists and Marketers Have in Common?
What do journalists and marketing pros have in common? Questions!! Both groups of professsionals begin their process with some simple questions. Here is a quick list of the seven questions you should ask as you work on your marketing plan!
Who –Who is your ideal client? – Age, income, type of business
What – What is your customer’s problem. What keeps them up at night?
How –How will your products or services solve the problem your client faces?
Where – Where is your ideal client? This also applies to where they look for information and new products and services
When – When do they need your product? When will they seek out information? Will they look far ahead of the need, or only when what they are using breaks.
Why – Why should they chose you?
For answers to these and other important marketing questions, join Matt Nettleton and Me for a look at how to transform Random Strangers into Raving Fans !
March 25, 8:00 – 11:00 a.m.
Sandler Training Trustpointe Offices, 6666 East 75th Street, Indianapolis
Fee: $29.99 Seating is limited, so be sure to register soon. Click here
Marketing, Media and Message
In the last year I have written several hundred posts about marketing, with a real emphasis on strategy. Why? Because I believe effective marketing is not just a slick campaign, but a well thought out strategy which brings together the 3M’s
- Market
- Message
- Media
For marketing to be effective these three elements must be in alignment.
Market: No matter how big you are, you can not afford try to sell to everyone. And even if you did have a large enough budget, the reality is some people are more likely then others to buy your product. So begin by focusing on a segment of the market. Select a profitable niche, and exceed their expectations.
Message: Now that you have identified your customer, what do you say to get their attention? Think about what is important to your customer, what keeps them up at night. Craft a message which addresses their concerns, not what you want to sell. I once had a finanial planner tell me what his customer wanted choices. I had a hard time imaging many consumers laying awake at night worrying about not having enough choices. … This was an important element to him, but not his clients. What keeps them awake? Worries about retirement and college tuition! My advice to him, stop talking about choices till you have their attention!
Media: In marketing, it is not just what you say, but where you say it. Ask yourself, where are your customers going for information? Select your media, based on the ability to reach a large concentration of your target. To do this, you have to really understand your target.
So what about your marketing? Do you have your 3M’s in alignment?
Need some help lining up your 3M’s? Join Matt Nettleton of Sandler Training Trustpointe and me for a conversation about how to transform Random Strangers to Raving Fans.
March 25, 8:00 – 11:00 a.m.
Sandler Training Trustpointe Offices, 6666 East 75th Street, Indianapolis
Fee: $29.99 Seating is limited, so be sure to register soon. Click here
LifeTime Value of a Customer
I recently taught a workshop with Howard Cox of Sommerset CPA’s. The central theme of the class was building an ROI based marketing budget. To do that, you must begin with a look at the numbers behind your business. Why? Because when it comes to marketing, it is all about the numbers.
- How much does your average customer spend?
- How many years does a client stay with you?
- How larger is your referral base?
- How good is your closing ratio?
Use this worksheet to help you analyze the “numbers” which should drive your marketing decisions! Click here to download the Lifetime Value of a Customer Worksheet to begin analyzing your marketing budget foundation today!
If you need help completing the form, give us a call. We would love to talk to you about your marketing budget!
Great Web Copy Begins with a Word
Everyone wants the key to success. The one right way to do something. Unfortunately when it comes to web design, like many other marketing strategies, there is no one right answer. Especially when you are working to please multiple audiences.
One of the great challenges of web design is creating a site which serves the needs of the search engines and the real people who visit your site, and hopefully buy something along the way. How do you find a balance between the needs of these two very different audiences?
Your task is to develop content which is interesting and eye catching to your visitors, and informative for search engines.
Search engines like lots of copy, containing key words, repeatedly if possible. Your readers, with serious attention deficit want you to get to the point quickly. One strategy is to start with the very best phrases.
I use the keyword tool from Google Ad Words as a starting point for word selection in my copy. I simply type a phrase I believe clients will use when looking for a particular type of business and the tool generates a list of alternative phrases. It will also rank how often these phrases have been used in recent searches.
Example:
I tested ”small business marketing” and found the term ”marketing strategy” was searched significantly more often. I found it was used an average 201,000 times a month. I also noticed ”small business ideas”, a phrase I have never deliberately used, is searched more than 20,000 times a month. This is not the most popular phrase, but it has a steady following. I am going to try to adjust my copy to add it to the mix!
The Lesson
Researching key words will give you a great foundation for your copy. Be sure you don’t create copy which overuses the terms like this: Small business marketing strategy should include novel ideas for small business owners, which expand their current small business marketing activities. Search engines will love it, but your readers ( the people who buy from you) won’t!
Creating a productive website does not require more flash or more pictures. A great website requires simple navigation and great content.
What do You Say When a Client Makes a Bad Choice?
I am a marketing consultant. Sometimes I am hired to design websites, create brochures or distribute PR. Sometimes, I am just paid to give advice.
Now I love to share my opinions when people ask and even sometimes when they don’t… But sometimes it can be awkward. For example, what do you say to a client who has selected a vendor to provide a service, who you don’t believe is capable of doing the work or doing it well?
If they are already involved in the project, what do you do?
I had some time after a meeting with a client in which this occurred, so I asked the Twitterverse what they would do. Opinions varied widely. Here are just a few of the comments
@joshbrammer: “We don’t recommend this because of X, but let us know how it goes. We’d love to help if we can
@sandlerindy: “it is never too late to tell them that you have a problem and need their help”
@colinclark: “I would say yes, but tell them gently. Letting bad decisions go unspoken only leads to more bad decisions in the future”
The conversation was interesting, and gave me a few ideas. At the end of the day, I called the client, and gave him some specific suggestions he can use to guide the process with the vendor.
In the same situation, what would you do?
Episode # 10 – Marketing in a Down Economy
About a year ago, Ingrid Cummings invited me to be a guest on her radio program Rubicon Salon. In the course of the hour, we talked about marketing, social media and staying ahead of your competition in an economic downturn.
While the entire program is too long for More Than a Few Words, I thought it would be fun to share a few excerpts over the next few weeks.
In this first segment, we talk some of the strategies small business owners can employ when the economy slows down.
From the interview: “When everyone is pulling back it is a wonderful time to invest. It is easier to look bigger then you are”
And now, as the economy is starting to pick up, those same strategies will work. Don’t wait for a full blown recovery, it will be too late. Start investing now!
Click here to listen to the interview
Street Marketing
Growing up in NY the highest compliment you could pay someone, was to say they were “Street Smart.” This indicated the individual knew how to get things done, with a commons sense no nonsense approach to life. This same common sense approach makes Street Marketing ideal for the small business owners looking to create a big impression on a limited budget.
Street Marketing is built on the same foundation as traditional marketing; clear goals, concise description of a target customer, and a well thought out plan.
The Difference is a Matter of Focus!
Unless you have the marketing budget of Coca Cola or McDonalds, you don’t really have sufficient funds to support a true mass market campaign, one that reaches all consumers.
Savvy Street Marketers narrow down their audience to people who are most likely to buy. They spend marketing dollars reaching a concentrated group several times, rather than trying to touch everyone once
Street Marketing Takes Leg Work!
How do you decide where to invest your money? Take time to do some analysis and planning on the front end. Study your past sales, where does most of your business come from?
Take time to hit the streets. Look at census data, and local real estate and business publications to find uncover neighborhood trends. The local chamber of commerce or other business association may have some additional insight into where the “action” is.
If you join an association, show up for meetings on a regular basis. You won’t necessarily get referrals the first time you attend a networking meeting. But hang in there, as you become part of the “regular” crowd opportunities will drift your way.
And finally, look for sub-groups and niche populations ignored by your competitors. Become an expert or a big fish in one of these ponds instead of a small fish in the larger community
Start Planning with Analysis
Whenever I want to use my GPS or Google map to find a location, I have to figure our where I am first. The same is true in business, before you can develop a comprehensive marketing plan to take your business forward; you have to have a starting point.
When we work with clients to develop their marketing plan, we often use a two part assessment to help them evaluate where they are and where they want to be. This gives them a starting point for the general direction, and emphasis of their marketing plan.
Part One: Where are You?
- What do your clients think of you and why.
- Who are your most profitable clients?
- What are the purchase factors which motivate clients and drive their decision
- What are your barriers to selling?
- What are the characteristics of your typical client
- What are the characteristics of prospect who rarely become clients?
- What do your clients think about you?
Part Two: Where Do You Want to Be?
- Who is you ideal customer?
- What are their problems which you solve?
- What are the benefits of buying from your company?
- Define solutions to eliminate buying frustrations.
- Identify buying objections and define solutions to overcome them.
If you are ready to start working on your 2010 marketing plan download our free marketing assessment to frame your thinking!
