May 23, 2014 – Jennifer Ballarin, owner of Chouette Marketing, attended the French American Chamber of Commerce of Detroit’s Spring 2014 Gala honoring the 70th Anniversary of the Landings of Normandy. The black-tie event hosted at the Detroit Athletic Club commemorated Michigan D-Day heroes and celebrated defense ties between Michigan and France. Senator Carl Levin, who is Chairman of the Senate Committee on Armed Services, was one of the distinguished guest speakers. All proceeds were donated to the “Michigan Remembers” Project.
So often, clients call me when they’ve made a rapid-fire decision and find themselves in a vulnerable marketing position. They were so on fire for marketing, and now they’re feeling burnt. What could they have done differently? When you’re feeling like you’re ready to ignite, take a minute to stop, drop, and roll into a well-positioned and prepared marketing effort, rather than creating an inferno with your enthusiasm. Here are some safety tips:
How often do your sales pursuits go cold? Do your nearly-closed opportunities ever drift to a silent stop? The prospect may have given you a reason that sounded legitimate, but was that really the reason, or was it because you didn’t have a good grasp of their needs? So often my clients tell me that when their client turned cold, the entire opportunity froze. Business is tough, and the work you do is important, but try not to get too cerebral and lose the opportunity. The next time you’re in hot pursuit of a big opportunity, turn up the softer side of business development and warm up your chances for sealing the deal.* Think about the following:
Success doesn’t just happen. It typically requires risk-taking, strategy, guts, smarts, hard work, ambition, and dedication – sometimes alone, but most often in a combination of those elements. A key factor in whether or not you achieve success is how you go to market and stay in front of your key audiences; one certainty is that it doesn’t happen magically or by luck. Nor is reaching the pinnacle a one-time event. Realizing success is a process; it can happen over and over again. Marketing success is a process, too. Don’t simply execute one tactic and think you are done. Don’t wait for one specific moment to initiate a plan of action, as the moments don’t always come on their own. Make an itinerary. Work the program. Watch and see what can happen when you put forth the effort. Consistency is something many people claim to understand, but few actually deliver. Try it. You will probably enjoy – and you will assuredly benefit from – the outcomes.
If you don’t know where to begin, take a few minutes and ask yourself the following questions:
Why Data Matters and Tips on How to Use it to Your Advantage
Where there is one ant, there are thousands. Follow them and they’ll lead you to their colony, the hub of all their activity. Tracking marketing data is similar. You begin by following one number, and then you discover there’s so much out there. The sheer volume may seem overwhelming. But put in a little effort, and all that data can lead you to a very busy place, full of exciting information – and better chance for success. Here are some tips for putting your marketing numbers in perspective.
The best of the best in music and entertainment carve out a place for themselves and own their space. They work with talented teams and deliver an amazing, memorable experience before, during, and after concerts. They make a statement and you remember them. Here are a few take-aways from these rock star marketers:
Everyone is looking for the perfect recipe for creating marketing magic. CEOs and business leaders often ask me what matters most in marketing, when and how they should implement a marketing program, and whether I think the latest popular tactic will work for them. Before you begin plotting your next strategy and tactics, check to be sure you’ve got the right supplies on hand. There are a few key components you must have; this special blend of ingredients constitutes your own marketing ”super juice.” Here are the top three ingredients you will need to build your marketing program:
1. Subject matter expertise
2. Knowledge about your clients
3. Close contact with your clients, prospects, and key relationships
Our homes seem to accumulate things that once were oh-so-pristine and mattered at the time. I see a lot of marketing in a similar state. The marketing effort resembles junk rooms, garages, and basements – full of untidiness, and often times, it’s unseen, but ever-present. What exactly do I mean? Outdated logos, mismatched branding, websites missing major features, marketing collateral that used to be modern and coordinated gathering dust, haphazard direct marketing, obscure social media, confusing advertising, messy marketing messages, and business development – a hopeful dream of a book on a shelf. A person doesn’t know where to begin, so they try to trudge on, but the muddle with marketing holds them back. Let’s clear out the clutter and set your company free. Assess what is good. Start with the core values of your firm. Keep them. Build out from there. Update the out-of-date. Throw out what is not needed. Organize the priorities and create a plan towards accomplishing them. There, now, breathe in deeply. Aahhh! Isn’t it wonderful, the smell of fresh marketing?!
Feeling behind on your marketing because you’ve been so busy? Or are you feeling an urge to charge forward, eager for more sales? You’ve picked the perfect time to start – today! A marketing program needs to be in place to help you stay in the market, even during busy periods. Plus, a diligent marketing plan will help keep you consistent when you’re feeling impatient. Many business owners have told me that they are too busy managing their business operations to deal with marketing, but neglecting this important aspect of your business will not position your company well – now or into the future. Scheduling important marketing tactics, even during times of high activity, will plant the seeds for new growth. Establishing a schedule, committing to its activity, and fulfilling those responsibilities will create a pipeline of new marketing efforts that will move you through the sales process sooner than if you had neglected marketing when you were too busy.