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Doing a solid for the Brand next door

Written by: Ariel Horn

Article Overview: At a crossroads of content and the seemingly vast sea of digital options, there has never been a more important time for the field of Marketing. It's a wonder with so many solutions, so many options, so many brands are going so wrong and it's actually contributing to the pains on Wall Street and Main Street. So when you hear Obama remind us of our individual responsibility, consider your responsibility as a Marketer. Whether you are selling traditional tools or cutting edge goodies, on retainer or fighting for every inch, you need the chance to tell your clients what they need and need not. Well it's not always easy so before you start taking it out on the family dog, get out your comfy clothes and settle in for the long haul. That's right, you heard me, the best way to be the man (or woman) with you client is to start being the BFF.

Doing a solid for the Brand next door

Ok, I'll admit it, the country put up a royal goose egg in the first quarter of 2009. While we could get into the various reasons and various excuses, I think it's more important to look at what to do next, not just as Americans but as Marketing leaders. While Obama has repeatedly appealed to individuals - open doors for other etc - I happen to think he needs to be appealing to the Marketers to help the slumping brands of the world. Before you send me an angry email, I happen to believe that helping the guy next door is also very important. In fact, since the recession began, my company has instituted an open door policy for industry pros who have been displaced by circumstance. It has been a wonderful experience but believe it or not as Marketers we may be able to do even more.

I've talked with a bevy of big and small brands alike since the recession really sunk in its teeth and never have I seen so many wheels spinning so helplessly. I find myself slack jawed at the bipolar and betwixing mix of guarded approach and the continuation of irresponsible spending. Much like creative quicksand, the downward trend of the country's collective psyche seems to have created a serious slump on creative business. Whether or not you want to place fault, it's time to break the evil cycle and that's where you come in.

For the rest of this article I am going to assume that you have clients that are either resistant to change or you have been biding your time waiting for the right moment to spring some new options. The first step is to understand that they are still scared. Understand that they still feel like their jobs are on the line. In order to crack the glass ceiling, you’re going to have to be patient, both with them and yourself. That’s right, be the BFF. The more you can become part of their actual culture, the more you’ll become part of the family and get a seat at the table. Once you’re at the table, sit with them and just listen. Every time you feel like saying something, stop and just listen some more. When they are done expunging their worst pains, fears and frustrations let them know that you get it and are going to get them going again.

There's a cute saying that I've heard quoted often in the past few months. "No one is fired for placing banner ads on NYTimes.com." While I must admit that I find this somewhat amusing, I think it is indicative of the brains behind the brand losing their way. As a strong proponent of digital Marketing, I obviously would love to see you recommending digital tools. If you are considering such direction, have them start off slow. All they’ll need to give up is one, yes one, print or billboard ad to see what that buys with digital. I personally don't think it's asking the world since digital is really the fabric of a campaign. While print and on-air can be targeted and effective, digital is inexpensive, flexible, changeable, breathable, sociable. It especially makes sense when you can provide proof of success within individual, targeted metrics. This article is not meant to be an infomercial for digital marketing but I do think that there is a huge link between doing digital, doing it well, and many brands doing better overall.

So sure, do what you can for your neighbor. It will surely help. But also start doing all you can for the brand next door. Start by taking a new approach, either in the type of marketing ideas you offer or the strategy you employ to get them across. You don’t have to be on retainer to be part of the family. Start by listening, then give it to them straight. If you gain their trust, they will eventually see it your way. And if they really don’t, do you want to work with them anyway? Become the brand’s BFF - It may be just what is needed to collectively start looking up again… to start leading again… and dreaming again… and working again.

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Article Tags: bevy, bff, bipolar, brands of the world, circumstance, collective psyche, continuation, creative business, downward trend, glass ceiling, goose egg, marketers, obama, open door policy, open doors, quicksand, recession, right moment, seat at the table, slump



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Re: Offline Marketing V/S Online Marketing - I have to say that so far at least offline marketing is best for my business. I have started with some seo efforts but my google local traffic is non-existent and I am the B. position for most local search keywords. I started the business going door to door B2B. I sold some. I leveraged my time with signs(guerrilla marketing style,) after that I switched to more above board mailers which got me good targeted calls from the customers I wanted. I also did telemarketing for appointments. Those appointments were not as good. The people at the telemarketer appointments seemed more rushed, less trusting, and less likely to convert. Incoming calls are the way to go. Get people calling you. Brand yourself with an online presence, radio presence, in-person(meet-ups, Chamber of commerce, ect...,) direct mail, billboards, and anything else that you can test and measure.
Re: How do you get your clients? - [quote="brata":2qa58hl5]I think staying away from gathering clients strictly online when first starting out is probably a good idea. Your first few clients could maybe be people you know, or know through somebody that may require some of your services. Another good way of gaining new clientel is offering your first few clients completely free service in exchange for placing your business card or promotional material in their business if you're doing b2b sales. Referrals are the lifeblood of many small businesses.[/quote:2qa58hl5] Ive been in business for a few years and my best way to get clients is door to door so far. However as my marketing budget grows I have stopped door to door business to business sales and shifted to mailers, billboards, radio, and just a tiny bit online.
Jeremiah - Hello Everyone. My name is Jeremiah and I have been in the sales game for about 15 years now. I have done everything from door-to-door to sales management. Perhaps I might have some useful input for the board.
Avon/ Amway - Do these count as franchises? I saw an Amway commercial just a few days ago...first time I ever saw them advertise, that I can remember. Times must be tough when they have to start advertising. Avon. Amway. Pampered Chef. All kinds of programs where people have to go door to door...hard way to make a living, I'd've thought. Course I'm not a people person...
Re: When to give away your product or service for free - Hi David. I have a new product on the market, as I have earlier posted in the sales & marketing forums (called "a new product"), anyway I have been doing some door to door knocking and it seems because my art prints take up so much wall space, it is quite a risk for them to just go ahead, into business with me. So today I started saying to them "ok, why dont I just leave a couple of artworks here for a fortnight & if you get lots of customer interest then we can discuss business further, but if not, then I will simply take them back & you won't here from me again" This new tactic really seems to be working. Instead of saying "well...... Im really not sure if I have the wallspace...." they have started saying "oh... ok.... that sounds like a good idea.... yes, why dont we do that". I am dam sure my products will attract lots of interest, so a foot in the door is all I need. So thanks for the post. Dale Gallagher, New Zealand Artist


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