21st Century Marketing
21st Century Marketing
For 10 years leading up to the new millennium, the US economy rolled merrily along. Confidence was high and business was strong. But starting in the spring of 2001, the economy has resembled Disney World’s Space Mountain ride—off-balance, in the dark, without any idea when the ride will end. The dot-com bomb, corporate scandals like Enron, and ongoing conflicts in Afghanistan and Iraq have reshaped our economy into one based on uncertainty.
To account for this uncertain economy, you’ll have to adjust your marketing efforts accordingly.
Lengthen your expectations
First, marketers must commit—like never before—to ongoing marketing efforts. Because of the ongoing uncertainty in the economy, companies are taking longer to reach buying decisions. This means that a marketer has to find creative ways to stay in front of their prospects—in hopes of being on top of the “in pile” when the buying decision is finally made.
Marketing tools for the new economy
Stay frequent with more efficient marketing vehicles
Today’s marketer asks “How can I stay in front of my prospects often, but for less cost?” Opt-in e-mail campaigns, one-page sales letters and “check-in” phone calls with customers are all cost-effective ways to keep your company in front of key contacts.
Face-to-face networking
If you or your sales force aren’t networking at least 10% of your time, you’re missing out. Buyers want to do business with those they trust, and one way to build that trust is to network. When networking, people see you in a non-threatening way and let their guard down more easily, making it easier to connect with them. One of the best networking organizations for a small business is your local chamber of commerce (for me it’s the Minneapolis-based Twin West Chamber www.twinwest.com).
Testimonials
A client of mine sells telecommunications services to Fortune 500 companies—a traditionally conservative buying culture that wants to see a proven track record of work with other Fortune 500 companies.
Yet, nowhere in this client’s materials will you find testimonials or case studies. The client says, “Why would I want to tip our competitors off to who our clients are?” and I say, “Because you risk more by not doing so.” If prospects can’t find the certainty they’re looking for, they’ll take their business elsewhere.
Get ink
In this market, where you’re looking for marketing efforts that do more and cost less, publicity can play a key role. A well-placed feature on your company in a prominent trade publication will build instant credibility in the minds of your prospects.
Identify 3 publications your prospects read, then identify the writers or editors for these publications that cover companies like yours. Send each one a press release every month for at least 3 months and you’ll start to see your company’s name up in lights. And so will your prospects.
What will happen if you don’t
I recently met with a client in the office furniture & design business. For the last 10 years, this company has relied on word-of-mouth alone to build its business, forsaking all other types of marketing. Today, this company is in trouble. With its customers undergoing layoffs and staff transitions, word of mouth from their customers has all but dried up and a feeling of desperation hangs in the air.
Don’t let this happen to your company. The 21st century is here, brimming with promise for a better tomorrow. With marketing efforts that emphasize the certainty of doing business with your company, you’ll be around to experience it.
21st Century Marketing - To learn more about this author, visit Jay Lipe's Website.
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How marketing has changed forever...and what to do about it
For 10 years leading up to the new millennium, the US economy rolled merrily along. Confidence was high and business was strong. But starting in the spring of 2001, the economy has resembled Disney World’s Space Mountain ride—off-balance, in the dark, without any idea when the ride will end. The dot-com bomb, corporate scandals like Enron, and ongoing conflicts in Afghanistan and Iraq have reshaped our economy into one based on uncertainty.
To account for this uncertain economy, you’ll have to adjust your marketing efforts accordingly.
Lengthen your expectations
First, marketers must commit—like never before—to ongoing marketing efforts. Because of the ongoing uncertainty in the economy, companies are taking longer to reach buying decisions. This means that a marketer has to find creative ways to stay in front of their prospects—in hopes of being on top of the “in pile” when the buying decision is finally made.
Marketing tools for the new economy
Stay frequent with more efficient marketing vehicles
Today’s marketer asks “How can I stay in front of my prospects often, but for less cost?” Opt-in e-mail campaigns, one-page sales letters and “check-in” phone calls with customers are all cost-effective ways to keep your company in front of key contacts.
Face-to-face networking
If you or your sales force aren’t networking at least 10% of your time, you’re missing out. Buyers want to do business with those they trust, and one way to build that trust is to network. When networking, people see you in a non-threatening way and let their guard down more easily, making it easier to connect with them. One of the best networking organizations for a small business is your local chamber of commerce (for me it’s the Minneapolis-based Twin West Chamber www.twinwest.com).
Testimonials
A client of mine sells telecommunications services to Fortune 500 companies—a traditionally conservative buying culture that wants to see a proven track record of work with other Fortune 500 companies.
Yet, nowhere in this client’s materials will you find testimonials or case studies. The client says, “Why would I want to tip our competitors off to who our clients are?” and I say, “Because you risk more by not doing so.” If prospects can’t find the certainty they’re looking for, they’ll take their business elsewhere.
Get ink
In this market, where you’re looking for marketing efforts that do more and cost less, publicity can play a key role. A well-placed feature on your company in a prominent trade publication will build instant credibility in the minds of your prospects.
Identify 3 publications your prospects read, then identify the writers or editors for these publications that cover companies like yours. Send each one a press release every month for at least 3 months and you’ll start to see your company’s name up in lights. And so will your prospects.
What will happen if you don’t
I recently met with a client in the office furniture & design business. For the last 10 years, this company has relied on word-of-mouth alone to build its business, forsaking all other types of marketing. Today, this company is in trouble. With its customers undergoing layoffs and staff transitions, word of mouth from their customers has all but dried up and a feeling of desperation hangs in the air.
Don’t let this happen to your company. The 21st century is here, brimming with promise for a better tomorrow. With marketing efforts that emphasize the certainty of doing business with your company, you’ll be around to experience it.
21st Century Marketing - To learn more about this author, visit Jay Lipe's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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