Do You Have “Hmmmmm”?
August 10, 2011
We’ve all had one. That moment of epiphany or “Aha!” we experience when we reach a level of understanding, clarity of thought, or realization–whether personal or professional, private or public, when suddenly, we “get it.”
That got me to thinking…
Marketing–or rather, the message within the marketing–should evoke plenty of “Aha!” moments, but it seldom does, and therein lies the problem.
It really doesn’t matter what your product is or does. What matters is the reaction: that deeper level guttural response generated within your audience by your message. If that doesn’t happen–and it often doesn’t–the opportunity is lost and so is your investment of time and dollars into an ineffective marketing campaign.
We hear a lot about “hot buttons” and the “wow factor,” but what is essential, is getting the response. Getting a response means that the message was received and acknowledged. Getting a “Hmmmmm” response is even better. It confirms that not only was your message received and acknowledged, but that it went deeper. It provoked an “Aha!” An, “I get it!”
Make sure your marketing message is penetrating your market. You gotta have “Hmmmmm!”
Debra D. Kujawa is president and CEO of Ki-neckted, LLC, a marketing management and public relations firm. ”Connect” with her: ddkujawa@ki-neckted.com
Which Comes First: Sales or Marketing?
January 4, 2011
Several years ago I was working as a Realtor with a private real estate firm in Florida. While still a “rookie” agent, I was presented the opportunity of being handed a “dead” listing by one of the senior members of the firm. He had been trying—unsuccessfully—for over a year to move the century plus old house without a single offer. And now, it was mine!
With tape measure and legal pad in hand, I met with the owners as they proudly took me on a memorable tour of the property. They had been using the downstairs as a neighborhood beauty salon and had a tenant renting space towards the back for a photography studio. A “personal” photography studio which I quickly surmised from the feather boas, claw footed tub, and the pair of toy six guns hanging from the props rack…but I digress…
The attic was typically large and airy for this once proud Victorian, were it not for the six plus inches of rat poop through which I had to carefully navigate—I was of course wearing my totally professional executive black pumps [heels]. The basement was dark, damp, and I know I saw little eyes peeking out from behind the crumbling brick piers more than once.
It was a disaster. The house was priced lower than other homes in the area. It was near a busy street and who in their right mind would ever want to live here? I went back to the office, reviewed my notes, went through the file, remembered to disinfect my shoes, and then it happened.
I had an idea! For the past year, the property had been marketed as a house—residential listing. Period. But the current zoning permitted many other uses including business and light commercial. I had been too focused on the product and NOT focused on the marketing. I immediately set up a meeting with the owners and told them what I needed to do.
First, I needed to RAISE the asking price. Then I needed to reclassify the property as “commercial” NOT residential, that meant RAISING the commission as well. I explained that we had a better opportunity to market the property this way and that business owners view a property’s location as more important than condition.
They bought it. And so did a young attorney two weeks later, for the full asking price. Once we stepped back and analyzed the situation, the solution was obvious, but the critical factor was clear: it wasn’t lack of sales effort or ability which prevented the other agent from obtaining the sale; he was targeting the wrong market.
If your sales are not where should be, the problem just might be with your marketing plan, not your sales folks.
Remember, every marketing plan must have accountability; it MUST be reviewed, reworked, re-implemented continually to keep your product or service moving successfully. It’s not a question of which is more important, sales or marketing, but knowing you need BOTH.
Sales without marketing is like sailing a boat in the middle of the ocean without a map and compass. You might eventually find land, but by the time you do, it could be too late.
Market wisely…market well.
Debra D. Kujawa
President/CEO
Ki-neckted, LLC
Getting Down to Social
July 28, 2010
It used to be SOP—standard operating procedure (at least in the business world), to meet face-to-face, exchange business cards, promise to “do” lunch, and then actually follow through or totally forget the encounter. Either way, options for getting and/or staying connected were often limited and “slow” at best.
In 1989, Tim Berners-Lee invented a little thing called the “World Wide Web,” and life on earth hasn’t been the same since. Only five (5) years old for that event, Harvard undergrad, Mark Zuckerberg, would later create the phenomenon of Facebook in 2004, at the grand age of 20. A year earlier, LinkedIn arrived on scene as a “business network”—however ‘linking’ could be a bit laborious with the “How-do-you-know…?” feature.
Another key player in the keeping-in-touch-category came about in 2006. Three software engineers were contemplating an instant messaging system as a simpler form of communication: Jack Dorsey (@jack), Evan Williams (@ev), and Biz Stone (@biz) created…Twitter. Add this to the mix of smart phones, laptops and iPads, and you have all the ingredients for creating a network of global proportions from anywhere, at any time.
Deciding which communication tool to use could be difficult—if you try to dissect both medium and audience: who’s listening, who’s watching…who cares? For the most part, LinkedIn is probably regarded as the least social, more business focused, among these three powerful methods, but that’s about as far as I’m willing to venture an opinion of any finite definition. Facebook and Twitter were initially touted as pure social networks. Initially. Now, I find a substantial number of my Facebook connections are business-based as are most of my Twitter pals—with the caveat of a liberal dose of situational humor and personal revelation thrown in.
So. I do what I advise all of my clients to do: recognize the value of connecting into multiple levels of networking media and map accordingly. For instance: I have connected my tweets to post on Facebook and LinkedIn—instant communication to over a thousand people in seconds. I can link thoughts, messages, invitations, photos, articles, websites…information I share with a broad or specific audience—my choice.
But the most remarkable, amazing, unbelievable thing about LinkedIn, Facebook, and Twitter? Is it the unlimited marketing potential? The global impact? The instant communication and community? ALL of that…PLUS…it’s all FREE. Free. No access fees, no software to buy, no monetary buy-in, nada, zip, nothing.
A goldmine for start-ups and growing businesses, the use of social media—as it has been labeled—can launch products, entice buyers, influence opinion, and do it lightning fast; penetrating global markets in seconds and do it all with a single investment of time—not money.
If you’re not utilizing “social media” for your business, you are missing out on one of the most powerful tools at your disposal. Get down to social. Become familiar with the “f,” “t,” and “in,” logos of these three powerhouses of connectivity. Come on! Follow my tweets…let’s get “linked!” I really want to be your “friend!”
Debra D. Kujawa
President/CEO
Ki-neckted, LLC
You Want Fries With That?
June 30, 2010
Thinking of marketing more as a process than an end result will give you deeper insight into this much misunderstood field of business. In fact, an easy although somewhat simplified model is the hamburger. So, for the purpose of illustration, please think of your favorite hamburger joint—whether it involves a crown, a clown, a cute girl with pigtails…or a local hot spot with some guys… just visualize.
One of the fundamental tenets of marketing’s first steps is to identify a specific market for your product and/or service and CONNECT to that market. Assuming that most of the population living in the United States regard the hamburger as a dietary staple once they are weaned from the bottle, I think we can safely say the market is broad demographically, but peaks in the 18-35 age range. Again, the “market” also includes “tweens,” middle and lower class families, families with hectic schedules, and the incomparable and self-proclaimed “fast food addicts” who start and end their days in somebody’s drive-thru.
Again, it’s pretty obvious how the major chains have “connected” with their markets: TV spots [mega dollars, here], some radio and print, and directly through their products which have become household names—Big Mac, Whopper, Happy Meal, Kid’s Meal, whatever the nomenclature, you get the message. In fact, not only to we “get” the message, we buy into that message over and over and over again. Why?
Because not only do the big chains identify and CONNECT with their markets, they CONTROL their markets through creative sub-marketing of toys, gifts, give-aways, and contests. These businesses also epitomize the ability to up-sell: “You want fries with that?” They’ve also learned that while consistency is good, variety helps add market share from more specific markets. For example: most successful fast food chains have substantially changed their menus to entice more “health conscious” consumers; adding broiled items, salads, lower calorie sides, and changing to zero trans fat oils. All of which information is targeted and marketed directly to the consumer.
The final element in this example? CONTINUITY. Most of us rarely pay attention to those big splashy TV advertisements anymore because after all, we’ve already become “attached”—some might venture to say “addicted”—to a particular favorite chain or local restaurant, right? Wrong. On any given evening we become a captive audience while visions of larger-than-life fast food delicacies are paraded in our midst in glorious, juicy, 1080p high-def color. Every night. Every week. Every year. Marketing does not stop when the product sells—it just shifts gears. Remember the process?
Identify, target, and CONNECT with your market to get the “buy-in.”
CONTROL your market with your product/service allowing for some evolution in design, delivery, or concept—pay attention to your market.
CONTINUE the process through direct contact with your market. Know who they are, what they think, anticipate what they need, don’t become complacent and assume that yours is the only “hamburger” in town.
Lastly, the FINAL step. In marketing, there is NO FINAL STEP. You repeat the process over and over and over for as long you have a product or service to market.
Know where I can get a good hamburger?
Market wisely…market well!
Debra D. Kujawa
President/CEO
Ki-neckted, LLC