Monthly Archives: March 2014

3 Steps to a Great Marketing Strategy

I love a good road trip.

I try to take one at least once a year if I can. Road trips are exciting. There’s nothing like it, really … the thrill of the open road, the sense of possibility, good music, the freedom to stop along the way and check out a roadside attraction, or just to look out the window and admire the scenery. I roll the windows down, open the sunroof and let ‘er rip. (It helps that my car is really fun to drive.)

Running a marketing program is a lot like a road trip. The only trouble is, many people neglect to properly consider one of the critical components of the trip – The Map.

A map shows you where you are (Point A) and where you’re going (Point B, a.k.a. “Your Goal”). You wouldn’t set off on a road trip without at least some idea of where you were going and which roads will take you there. [Well maybe you would, but I certainly wouldn’t.] If you don’t know where Point B is, how will you know when you’ve arrived?

Without a clear strategy, all the tactics in the world won’t get you to your destination. Without a destination, you’re just aimlessly driving.

This is one way I have explained the difference between strategy and tactics, which are two deceptively simple concepts that are frequently misunderstood. The tactics are everything I described at the beginning of this post: the car, the freedom, the music, the things you pack in the trunk, the fuel in the tank. The strategy is the road map.

You first need to know why you’re going to Point B from Point A. The map won’t show you that answer, but you need to know why you’re going, because it will help you make other important choices along the way. The “why” is your mission.

You look at the map to plan out these critical things, the three steps to your strategy:

  1. Where you are. It seems basic, but you’d be surprised how many organizations don’t really know where Point A is when it comes to marketing. Some don’t even know where Point A is when it comes to their overall business. If you ask them where they are, they’ll say, “I’m here!” as if it’s self-evident.
  2. Where you’re going. Again, a surprising number of organizations are seemingly just out for a drive with no particular destination … and they wonder why they’re not getting anywhere. They know a lot of things about their current status, like how much fuel is in the tank (the organization’s financing and resources), the engine temperature and what song is playing on the radio (employee productivity and morale), the outside temperature and weather (market research, web traffic, social media metrics), what other cars are in their immediate vicinity (competitors), maybe even their current heading and bearing (those nebulous performance “metrics” we all impulsively track). Many of these things are useful when traveling. But not one of them will actually help you get closer to Point B unless Point B has been clearly identified.
  3. The routes available to you. Generally there’s more than one way to get from Point A to Point B. There are usually several options: The shortest route. The fastest route. The scenic route. The route that avoids bad traffic jams. You can take any of these routes you choose, and each has benefits and drawbacks. But you need to choose one. It’s probably best to select an alternate route as well, in case a bridge is washed out along the way.

When was the last time you thought about your marketing in this way? The road map is how you find your strategy. Without a strategy for getting to your destination, you’ll probably wind up hopelessly lost, even though you might be having a great time in the process. Developing a strategy doesn’t have to be a chore. It doesn’t have to take months or cost millions (although it can), but it is something you must do.

I’ve enjoyed the many times I’ve been fortunate enough to work with clients who knew that they needed to look at the map first, before they got behind the wheel, and asked for my help planning their route. Still, too many times I’ve seen organizations say “I have an awesome car and a full tank of gas! I’m on my way!” and sped off, burning fuel and rubber. They left without answering a fundamental question: “Do you know where you’re going?”

Where are you going?

(The Change Agent is Brian Sibley, principal of Sibley Communications. Follow him on Twitter @bsibley)
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Jargon – Symptoms and Home Treatment

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On a conference call last week with a potential client, I was again confronted with a disease that plagues businesspeople: Excessive Use of Industry Jargon. This is a serious disease that often goes unreported. It’s time to bring it out into the open and talk about it.

Because the majority of my professional experience has been spent practicing PR and marketing communications, I’ve seen many cases of this condition. But today what I wanted to address are some of the possible reasons why it continues to plague businesspeople. It’s an insidious condition that infects people without regard to age, gender, level of education, race, color, or creed. You may even carry this disease yourself without realizing it. That’s OK, the diagnosis and cures are both simple and can be done in the privacy of your own home. But first:

Who is prone: this disease is borne out of either insecurity, or a kind of boastful pride (the same kind that infects schoolyard bullies and information hoarders). The afflicted believe that if they hold esoteric knowledge and don’t share it, then they are members of an elite club. They have heard (but misinterpreted) the phrase “knowledge is power,” and misunderstood it to mean that “knowledge is power … when that knowledge is not shared with others.” If that were true, then teachers would be unquestioningly the most powerful people in the world, and none of you would have learned anything in school.

Jargon and buzzwords are words and phrases that appear within organizations and industries and are used to describe products, services and unique characteristics of that group. The key thing to remember is that they are a form of shorthand, and do not instantly make sense to people outside the group. Everyone is guilty of this. It may be the most prevalent disease in business. For example,

  • Journalists talk about “ledes” instead of introductory sentences
  • Hotel people talk about “rack rates” instead of standard prices 
  • Ad sales people talk about “avails” instead of available space
  • Graphic designers talk about “mock-ups” instead of prototype designs
  • Marketing people talk about “The Creative” instead of the art concept

  • Biologists talk about “macro-invertebrates” instead of insects 
  • Corporate trainers talk about “staff augmentation” instead of … well, I still have no idea what this means in plain language

You get the point. Your industry has its own terms just like these. 

It is important to note that there are times when use of jargon is totally appropriate. Feel free to use it at meetings of other employees in your group who know these phrases and their meanings. But don’t use it in public. Don’t use it on a sales call. You might think it makes you sound like an expert, but it really just confuses your audience.

The Symptoms: self-detection is difficult. But you may have noticed these signs in others… Use of buzzwords, industry terms and three-letter acronyms (“TLA’s”). Audience members seem confused, isolated and distant. Quizzical looks from others following your talk.

Home Treatment: first, learn to think like a teacher. Observe your audience. Look for nonverbal cues – a furrowed brow, a confused expression, total silence on the other end of the phone – because your audience may not be confident enough to ask for clarification of your buzzwords and jargon. Ask simple questions like, “do you understand what I mean when I said ‘Price Point’?” And then of course you need to define the term and confirm understanding. (by the way, “price point” is just a lengthy way to say “price” …)

With effective home treatment, the prognosis is good. Anyone can learn to use clear, plain language to get their point across. If you manage to correct this condition, others will find you more personable, more effective and more likable.

And who doesn’t want that?

(The Change Agent is Brian Sibley. Follow him on Twitter @bsibley)