Gail Keith Marketing Blog

Too Close to the Competition

 
As a consumer, sometimes I see the Money Mailer as something else to throw in the recycling bin and sometimes it’s an envelope full of discounts waiting to be discovered.

The other day I received, my envelop full of discounts. I opened the familiar blue envelope, addressed to “Our Friends At” and shuffled through the colorful coupons for everything from duct cleaning, to landscaping to dog groomers. It’s never a loss to open it. After all, I have found pretty good coupons for restaurants, tanning and even the occasional oil change.

However, in this particular Money Mailer packet I was troubled . . . My Money Mailer had 53 total ads and 21 of those ads were from dentists! How could this be? Close to half of the ads were from direct competitors, who were in relatively close geographical locations to each other.

There is a part of me that wants to call every dentist from the packet and ask the question “If you put your advertising in direct proximity to 20 of your closest competitors do you think anyone really sees it?”

The answer is pretty obvious to most of us; yet, the facts remains 21 dentists created special offers to discount their services, entered into contracts with Money Mailer and are paying to advertise to the exact same people, at the exact same time, in the exact same manner as their closest competitors.

I have said it before and I will say it again. Marketing is 2/3 common sense and 1/3 creativity. Common sense dictates that before entering into an advertising agreement of any kind, asking probing questions about the level of presence of your competition is just plain old common sense.

Free Valet

 
When I see a sign like this my mind begins to spin with questions on how Sanderson Ford made a decision to use advertising/marketing dollars to sponsor valet parking. Thus begins my not so in-depth analysis of this particular advertising tactic.

I have to wonder, is Sanderson Ford sponsoring valet parking all over Glendale or just at Westgate? How do they measure if the valet parking gave them any kind of return on the investment? Did they just have some left over budget and needed to throw it at something to prove they used it? Maybe someone in the marketing department is related to someone at the valet company and they had a bright idea at a family picnic. Of all the things in the world to choose, why did they choose sponsoring valet parking at Westgate?

This little perk isn’t on the website; they don’t have a Facebook page with information. I talked to the Valet guy; he knew how to identify a Sanderson Ford vehicle, but not how the sponsorship came to be.

So, I called Sanderson Ford and asked “if I purchase a car with you or use your service department, are there any special perks I get from being a Sanderson Ford customer?” I talked to three different people and no one knew about the valet parking perk at Westgate.

Seriously, I can’t imagine someone making a buying decision based on the valet parking perk, especially in a location where there is an abundance of parking anyway, but I was probing just to see how far this marketing effort went inside Sanderson Ford.

Having participated in countless marketing meetings over the past 25 years, I know how it goes. Someone had to believe in this, in order to “pitch” it to others and get the preverbal check cut, approve artwork and sign agreements.

And how come they dropped it at just that? Why wouldn’t they cross promote it on their website and make sure the staff is up to date on the marketing efforts? Are there a bunch of other little perks that can only be discovered by happenstance? What if valet parking was one of dozens of little perks around town?

At the end of the day, I will probably never find out how Sanderson Ford made the decision or if it fits into some larger marketing plan. However, my curiosity over how marketing decisions are made will probably never go away.

Marketing is like the spokes of a wheel

Not enough spokes and your wheel could collapse under the pressure.

Too many spokes and you lose track of what is truly supporting you and what is just for showing off.

The angle of the spokes is like your strategy – the spokes are stronger when they cross each other at a planned angle.

Marketing is strongest when one element overlaps with another, on purpose and deliberately.

When the wheel is moving, you can clothes pin a playing card to hit your spokes and the wheel will sound like a motor – rhythmic and consistent.

With marketing, you can you can hear it hum through social media, easier closes at the point of sale, controlled costs and increased revenue.

Before you get that hum . . . you must decide how many spokes you need and where they need to be placed.

Not enough spokes and your wheel could collapse under the pressure.

Too many spokes and you lose track of what is truly supporting you and what is just for showing off.

Shall we go through it again?

Your Newsletter Health

I am probably asked about email newsletters more than just about any other marketing tactic. 

There is so much to cover on this topic. However, if you are doing a newsletter or thinking about adding one to your marketing mix - below are the top 10 items every business owner needs to be aware of to make their newsletter campaign successful. 

Check your email newsletter/bulletin health

 o I send out a monthly email newsletter/bulletin/correspondence. 

o I have an up-to-date mailing list with people who have given me permission to market to them or have expressed an interest in being connected to my company. 

o I understand the purpose of the newsletter isn’t to send information, but to drive readers to my social networks where they can engage with me. 

o My newsletter contains teaser copy of my blogs, articles and website information with at least 3 links to get my reader to leave their In box. 

o I am committed to a newsletter schedule and understand without constancy, I should not commit to a newsletter. 

o The title of my newsletter and the most important information can be found in the first two inches of the banner of my newsletter. 

o I understand that who is send my newsletter to, is every bit as important as the content I send in my newsletter. 

o In my newsletter I often compliment the services I have received from others and support the blogs of my strategic partners. 

o I use a Newsletter client such as Constant Contact or Mail Chimp to manage my lists, keep my email history and provide “legal” opt out options. 

o I understand the subject line of my newsletter often dictates the open rate. 

 Rate Yourself 

8-10– Congratulations Your Newsletter is positioned to help you engage with others. You can build in almost any direction knowing you have already created a foundation to support Advanced Marketing, Strategic Growth and operationally sound marketing systems. 

7-8 – Health is good but a little more effort and it could be solid. You can still move into Advanced Marketing routines, however, a rating of 80 or above will assure advanced tactics are the most successful. 

Danger Zone! 5-6 – Things could fail quickly. Remember your competition is eagerly trying to out score you. Many people in this range tend to “throw things against the wall to see what will stick”. This is a danger range and it’s easy to get lost, waste time, waste money. Don’t be fooled because there is some items in place, they have to be strong enough to build upon. 

Below 5 – You are in danger of being “unmemorable” if not already there. This is typically the range of the beginning business or the “old school” business owner. This is the range to help you understand the starting point and how to narrow your focus for the most effective.

Your Blog Health Check

Using Your Blog as Part of Your Daily Operations 

Let's face it, like most things, you only get out of a blog, what you put in. Put in little effort, get little results. However, with a blog put in a healthy amount of effort and you can have exponential results. 

While there are many ways to leverage a blog, below are the top 10 items every business owner should keep in mind when using their blog as a marketing tool. 

Check Your Blog Health 

o I have a blog that utilizes my name. 

o I have 2-3 alternate domain names to redirect to my blog. 

o I update my blog or use my blog to comment on someone else’s blog at least 2x per week. 

o My blog is set up on a Google friendly platform such as Wordpress or Typepad. 

o I use the keyword and the Technorati Tags to aid in my on-line marketing. 

o I regularly receive comments on my blog and interact with my blog subscribers. 

o I have a mix of “strictly business” blogs and those that show my passion, expertise and opinions on matters of my industry. 

o I use the blog apps on Linked In and Facebook so my blogs automatically update accordingly. 

o I understand I can post and make comment on great client testimonials on my blog. 

o I have a document where I log blog topic ideas. 

 Rate Yourself 

8-10– Congratulations! Your Blog is positioned to help you engage with others. You can build in almost any direction knowing you have already created a foundation to support Advanced Marketing, Strategic Growth and operationally sound marketing systems. 

 7-8 – Health is good but a little more effort and it could be solid. You can still move into Advanced Marketing routines, however, a rating of 80 or above will assure advanced tactics are the most successful. 

Danger Zone! 5-6 – Things could fail quickly. Remember your competition is eagerly trying to out score you. Many people in this range tend to “throw things against the wall to see what will stick”. This is a danger range and it’s easy to get lost, waste time, waste money. Don’t be fooled because there is some items in place, they have to be strong enough to build upon. 

Below 5 – You are in danger of being “unmemorable” if not already there. This is typically the range of the beginning business or the “old school” business owner. This is the range to help you understand the starting point and how to narrow your focus for the most effective.

 

Your Linked In Health

Are you feeling the pressure to use Linked In as part of your marketing? 

If so, the following list will help you to understand your Linked In Health. Rate yourself below. 

o I have a Linked In profile which is 100% complete. 

o My Linked In profile is well thought out with the current keyword rich descriptions and first person language. 

o I have utilized the professional headline with something catchy and memorable. 

o My websites, blogs and Facebook are listed by their actual names. (ie: Gail Keith Marketing Website, Gail Keith Marketing Blog, Gail Keith on Facebook) 

o I have at least 10 recommendations most of which are clients. o I have at least 500 business connections, 75% of which are people I actually know and have an interest in remaining connected to them. 

o I am set up as a Service Provider on Linked In and have followed the information regarding being a Service Provider in the Linked In Learning Center. 

o I am a member of at least three groups which are directly relevant to my industry and expertise and I actively participate in the group conversations. 

o Several times per month I post survey style questions and respond to others questions which are relevant to my expertise, passion or industry. 

o I actively seek out new blogs and information on how to leverage Linked In for my business. 

 Rate Yourself 

 8-10– Congratulations, in general terms you are positioned to have Linked In serve your business needs. You can build in almost any direction knowing you have already created a foundation to support Advanced Marketing, Strategic Growth and operationally sound marketing systems. 

 7-8 – Health is good but a little more effort and it could be solid. You can still move into Advanced Marketing routines, however, a rating of 8 or above will assure advanced tactics are the most successful. 

Danger Zone! 5-6 – Things could fail quickly. Remember your competition is eagerly trying to out score you. Many people in this range tend to “throw things against the wall to see what will stick”. This is a danger range and it’s easy to get lost, waste time, waste money. Don’t be fooled because there is some items in place, they have to be strong enough to build upon. 

 Below 5 – You are in danger of being “unmemorable” if not already there. This is typically the range of the beginning business or the “old school” business owner. This is the range to help you understand the starting point and how to narrow your focus for the most effective.

 

Twitter Health Check

Twitter is one of those social media venues people seem to "get" or they are completely lost on "why" they should use twitter. 

In the words of Dave Barnhardt, 

"Twitter is the most powerful prospecting tool on the planet." 

The following Twitter health check is for establishing a Twitter foundation. Using Twitter as a prospecting tool is its own topic. Stay tuned for that one. 

 Check Your Twitter Health and Score Below 

o I have a twitter handle which reflects my real name/not my company or my job description. 

o I have at least 1000 relevant followers and I follow at least 500 relevant people. 

o I know who the leaders are in my industry and follow them on Twitter. 

o I follow news staff or stations which report on my industry. 

o I use http://search.twitter.com to locate targeted followers. 

o I often Tweet about great service I receive at local businesses or questionable service from national brands. 

o I have Twitter on my phone and can post throughout the day. 

o I use a Twitter client such as TweetDeck or Hootsuite to search for key phrases and words from my followers in order to engage in real time conversation and provide opportunities to aid in solving their challenge. 

 o I use a Twitter management tool such as http://twitter.grader.com/ or http://www.twitalyzer.com/ to measure my activity, engagement and RT levels. 

o I actively seek out new blogs and information on how to leverage Twitter for my business. 

 Rate Yourself 

 8-10– Congratulations, in general terms you are positioned to have Twitter serve your business needs. You can build in almost any direction knowing you have already created a foundation to support Advanced Marketing, Strategic Growth and operationally sound marketing systems. 

 7-8 – Health is good but a little more effort and it could be solid. You can still move into Advanced Marketing routines, however, a rating of 8 or above will assure advanced tactics are the most successful. 

Danger Zone! 5-6 – Things could fail quickly. Remember your competition is eagerly trying to out score you. Many people in this range tend to “throw things against the wall to see what will stick”. This is a danger range and it’s easy to get lost, waste time, waste money. Don’t be fooled because there is some items in place, they have to be strong enough to build upon. 

 Below 5 – You are in danger of being “unmemorable” if not already there. This is typically the range of the beginning business or the “old school” business owner. This is the range to help you understand the starting point and how to narrow your focus for the most effective.

 

Your Facebook Health

So, your on Facebook. You have a personal page and a business page but what's next? 

The following check list will give you some insight into the top 10 steps each business owner should take to make Facebook effective for their business. 

Check Your Facebook Health 

o I have a Facebook personal page with at least 300 connections or a Fan Page with at least 500 connections. 

 o Of my connections, 75% are in my target market and/or related to my industry. o I make posts daily and interact with others in string conversations. 

 o My blog feeds into my Facebook page. 

 o My posts are a combination of business and personal. 

o I “Like” the Fan Pages of my business contacts, my target clients, industry leaders and industry publications. 

 o I invite others to “Like” the pages which I support. o I have a healthy mix of business and personal pictures in my Facebook Albums. 

o I have Facebook on my phone and can respond to posts and communications timely when appropriate. 

o I actively seek out new blogs and information on how to leverage Facebook for my business. 

 Rate Yourself 

 8-10– Congratulations, in general terms you are positioned to have Facebook serve your business needs. You can build in almost any direction knowing you have already created a foundation to support Advanced Marketing, Strategic Growth and operationally sound marketing systems. 

 7-8 – Health is good but a little more effort and it could be solid. You can still move into Advanced Marketing routines, however, a rating of 8 or above will assure advanced tactics are the most successful. 

Danger Zone! 5-6 – Things could fail quickly. Remember your competition is eagerly trying to out score you. Many people in this range tend to “throw things against the wall to see what will stick”. This is a danger range and it’s easy to get lost, waste time, waste money. Don’t be fooled because there is some items in place, they have to be strong enough to build upon. 

 Below 5 – You are in danger of being “unmemorable” if not already there. This is typically the range of the beginning business or the “old school” business owner. This is the range to help you understand the starting point and how to narrow your focus for the most effective.

Industry Health Check

Are You a Pro or Just Acting Like One?  

 The corner stone of strong personal branding is being good at something . . .not just good, but actually exceptional at something. To be exceptional, each of us must develop habits that continue to prove we are on top of our game, we have new wisdoms to share and we are out smarting our competition. 

 Take the following Industry Knowledge Health Check and see if your daily routines are supporting being expectational in your niche. 

 o I am known for my knowledge. 

o Others come to me with their questions regarding the industry, administration or sales in the industry. 

o I know what it takes to be a top performer and have made a conscious decision to participate as a high or low scale level. (ie: I operate with deliberate actions) 

o I have identified at least two key niches where I have or could develop a very precise level of expertise and knowledge. 

o I make it a point to develop relationships with industry leaders either locally or globally to learn from them. 

o I conduct informal 360 evaluations, seeking feedback from every part of my organization – always looking for ways to fine tune my expertise. 

o I subscribe, read and comment on Industry related blogs or social media pages. 

o I am actively seeking out deeper knowledge or new knowledge in my industry. 

o I have compiled a 10 point check list for the average consumer in my industry called “How to Choose an <insert title or position here>.” 

o I have compiled a 10 point check list of consumer red flags when making a choice in my industry. 

 Rate Yourself 

 8-10– Congratulations, you are an Expert and are positioned to leverage that fact to your advantage. You can build in almost any direction knowing you have already created a foundation to support Advanced Marketing, Strategic Growth and operationally sound marketing systems. 

 7-8 – Health is good but a little more effort and it could be solid. You can still move into Advanced Marketing routines, however, a rating of 8 or above will assure advanced tactics are the most successful. 

Danger Zone!  5-6 – Things could fail quickly. Remember your competition is eagerly trying to out score you. Many people in this range tend to “throw things against the wall to see what will stick”. This is a danger range and it’s easy to get lost, waste time, waste money. Don’t be fooled because there is some items in place, they have to be strong enough to build upon. 

 Below 5 – You are in danger of being “unmemorable” if not already there. This is typically the range of the beginning business or the “old school” business owner. This is the range to help you understand the starting point and how to narrow your focus for the most effective.

Social Media Health Check

 After reading hundreds of articles, helping my clients with Social Media and also using it to cultivate my own business, I have come to find there is a short list of "must dos" to make Social Media "work for you". 

Could I add a hundred other items to this list, you bet. Time and time again I hear from business owners who are overwhelmed by Social Media, they don't' know where to start and more importantly they don't know where to stop. 

This list is designed for the average business owner who wants to get some traction from Social Media but not have it consume all of their time. 

Check your Social Media General Health and then rate yourself using the scoring at the bottom of the page. 

o I have at least four key venues I enjoy using (we recommend, Facebook, Twitter, blogs and Linked In at the top picks) 

o I have set up my profile on at least 5 additional social media sites, completely filled out the profile and use the profile to direct people to the sites where I do spend time. 

o I subscribe to blogs and newsletters which are about social media and my industry. 

o I am committed to improving my knowledge and skills with social media now and in the future. 

o I understand there are four stages to social media effectiveness: Broadcasting, Interacting, Engaging and Empowering. 

 o I understand broadcasting will not get me business or help me cultivate relationships or further my brand. 

 o I understand the first rule of social media is to be social. o I have my social media icons on my business card. 

 o I have links at the bottom of my email with my social media links. 

o I routinely Google my name and my sites, social media and blog activity dominate the search. 

 Rate Yourself 

 8-10– Congratulations, in general terms you are using Social Media to your advantage and have created a sound foundation. You can build in almost any direction knowing you have already created a foundation to support Advanced Marketing, Strategic Growth and operationally sound marketing systems. 

7-8 – Health is good but a little more effort and it could be solid. You can still move into Advanced Marketing routines, however, a rating of 8 or above will assure advanced tactics are the most successful.  

Danger Zone! 5-6 – Things could fail quickly. Remember your competition is eagerly trying to out score you. Many people in this range tend to “throw things against the wall to see what will stick”. This is a danger range and it’s easy to get lost, waste time, waste money. Don’t be fooled because there is some items in place, they have to be strong enough to build upon. 

Below 5 – You are in danger of being “unmemorable” if not already there. This is typically the range of the beginning business or the “old school” business owner. This is the range to help you understand the starting point and how to narrow your focus for the most effective.