Ashton Kutcher A Social Media Maven?

Should we be following Ashton Kutcher’s lead?  You decide.

Here is a great example of what Kutcher and a small organization, Malaria No More did with social media (sm). It is absolutely amazing! They used sm to raise awareness for World Malaria Day as well as a call to action: $10 to buy a net. They unilaterally launched a race against CNN. Kutcher would donate 10,000 nets if he won and CNN agreed to match. In addition to both Kutcher and CNN donating, Kutcher also encouraged other celebrities to give. They had the likes of Diddy, Oprah, and Seacrest contribute to the cause. They were everywhere getting airtime from Anderson Cooper, Wolf Blitzer, and Larry King, as well as using the web to send tweets, update Facebook status, blogs, and provided videos. In the end 90,000 nets were donated!   At the time Kutcher had 750,000 followers on Twitter.  He now commands Twitter with 3.9 million followers!

How are you using social media to cultivate relationships and build your brand?

To find out more about Business Marketing Solutions and how we can help your business feel free to contact us at: 

Business Marketing Solutions ∙ PO Box 23072 ∙ Toledo, OH ∙ 43623

www.accessbms.com ∙ contactus@accessbms.com ∙ 419-297-4481

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Viral Marketing Campaign Success

Wow! Cindy Gordin, VP of New Media, Universal Orlando Resort went out on a ledge and took viral marketing to a whole new level. She was the brains behind the viral release of the then new Wizarding World of Harry Potter ride. She had invited seven popular industry bloggers to a top secret webcast at midnight. Those seven bloggers started blogging about it before the end of the webcast. From those seven bloggers the attention spread to other bloggers that blogged about it and when the media caught wind of it they started to write about it. Within 24 hours, those seven people spread the word to over 350,000,000 people!  And to think Ms. Gordin thought she was going to lose her job! Her bosses questioned her tactic and asked her what she was doing telling only seven people? They wanted her to stick with the traditional advertising/marketing mediums using the press, placing ads and tv commercials.  Obviously, what Ms. Gordin did was ingenious, was a leap of faith if you will, and was taking a risk. And the best part of this whole thing, it didn’t cost a penny!

Ms. Gordin went outside the comfort zone of her bosses to produce a successful viral marketing campaign. Have you gone outside your social media comfort zone? What are you doing to overcome it?

To find out more about Business Marketing Solutions and how we can help your business feel free to contact us at: 

Business Marketing Solutions ∙ PO Box 23072 ∙ Toledo, OH ∙ 43623

www.accessbms.com ∙ contactus@accessbms.com ∙ 419-297-4481

Follow us on:

www.linkedin.com/in/cbrubaker
http://twitter.com/accessbms

http://www.facebook.com/pages/Business-Marketing-Solutions/130379118846?ref=ts

Can You Adapt to “Risky” Behavior?

Businesses are getting more and more creative in how they market their products and services. Many businesses are moving away from the standard marketing avenues such as direct mail and cold calling and moving towards the next-gen of marketing mediums; social media. There are businesses that are apprehensive to take the leap into social media however they know eventually they will have to concede and join the millions that have already taken the plunge and have reaped the rewards.

We’ve broken down the four types of business “attitudes” when it comes to social media:

1. Conservative
2. In-Betweenie or In-Between’s
3. Risky
4. Reckless

The Conservatives are those businesses that don’t like change and stick to what they know. If change is required they are apprehensive and need constant reassurance and hand-holding. Change is their enemy.

Now the In-Betweenie’s are more open to change yet still have a conservative side. They like to know what others are doing and will consider adjusting.

The Risky businesses are open to everything within reason of course. They like to try new ideas after careful consideration (most of the time).

Then there are the Reckless (or the black sheep) of the businesses. These businesses don’t have a rhyme or reason as to what they do. There is no plan in place, no goals made, nothing. They are the gamblers and hope Lady Luck is on their side.

What I have found is that Risky businesses are the one’s that reap the most rewards.  Can you adapt to “Risky” behavior?

What is your business “attitude?” And how has it helped or hurt your business?

To find out more about Business Marketing Solutions and how we can help your business feel free to contact us at: 

Business Marketing Solutions ∙ PO Box 23072 ∙ Toledo, OH ∙ 43623 www.accessbms.com ∙ contactus@accessbms.com ∙ 419-297-4481

New Year New Focus – Developing Your Short Term Tactic and Long Term Strategy

With the New Year just around the corner, many of you are preparing a business strategy for next year if you haven’t already completed one. A few things to keep in mind when developing your strategy is to:

1. Have a vision or idea
2. Develop a strategy
3. Develop a tactic
4. Implementation

Merriam’s Dictionary defines tactic as a device for accomplishing an end whereas strategy is a careful plan or method : a clever stratagem : the art of devising or employing plans or stratagems toward a goal.

In business, both a tactic and a strategy are needed to succeed. However without a vision or idea you won’t be able to accomplish you’re end goal. Once you have your vision or idea you will need to develop a strategy.

Your strategy is a long term goal in what you would like to accomplish by the end of the year. This may include increasing the company’s overall ROI, increasing brand awareness, launching new products, or building customer loyalty. Whatever you decide, your strategy will develop this for you. Once you have your strategy in place a tactic is needed to “launch” or “attack” if you will your strategy.

Your tactic is a short term goal to take action on your strategy. You will need to develop a tactical plan on how to accomplish your end goal. Because a tactic is short term, I recommended creating milestones for each short term goal reached throughout the year until the final end goal is achieved.

By implementing your strategy into a tactical plan that is realistic and obtainable you’ll be on your way to a successful year.

To find out more about Business Marketing Solutions and how we can help your business feel free to contact us at: 

Business Marketing Solutions ∙ PO Box 23072 ∙ Toledo, OH ∙ 43623 www.accessbms.com ∙ contactus@accessbms.com ∙ 419-297-4481

Follow-up: A Key to Successful Relationships

With the social media boom and face-to-face networking as the new found norm to meet, nurture, build, and grow relationships, follow-up is becoming more imperative than ever. Let’s face it; nearly everyone adds their new connection(s) to Facebook, LinkedIn, follows them on Twitter, and other social media outlets. But to really leave a lasting impression, you need to show them you are thinking about them; everyone wants to feel “loved” and “important.”

There are four (4) ways to follow-up with your new connection(s):

1. When you send your connection(s) an invite to add them to your social media site, type up a small note
2. Email your connection(s)
3. Send an electronic card
4. Mail a card

Your follow-up “letter” should include six (6) key components:

1. Reminding your new connection(s) of who you are
2. Letting them know it was nice to meet them
3. You’re looking forward to getting to know them
4. Ask if you can help them (How can I help you?)
5. Provide information they would find value in (if applicable)
6. And if they are a person you want to immediately build a relationship with or get to know their character ask them to meet for coffee (obviously in a public place)
   1. Always follow-up after the meeting

Never under estimate the power of a follow-up; it may be the door that opens an opportunity.

To find out more about Business Marketing Solutions and how we can help your business feel free to contact us at: 

Business Marketing Solutions ∙ PO Box 23072 ∙ Toledo, OH ∙ 43623 www.accessbms.com ∙ contactus@accessbms.com ∙ 419-297-4481

Competitive Matrix: A Valued Company Cheat Sheet

To piggyback on my last blog about The Need for Competitive Profiles: It’s Not a Competitive Intelligence Staple; we had discussed as part of the profile a product or service matrix. A competitive matrix is a quick guide/reference or cheat sheet if you will to compare your products or services versus your competitor’s products or services.

This is an invaluable tool for any business regardless of size. One way to set up your matrix is by creating a spreadsheet listing your products/services next to your competitor’s products/services. An example of what your matrix should include are your products/services and the benefits of each.

It is not recommended to handout to customers:

1. It can get into the hands of your competitors

2. The time/effort/money spent to comprise a matrix is not for the benefit of your competitors

3. It may show your competition as having better products/services

There is no right or wrong answer as to how to set it up or what information should/should not be included. The matrix is for the benefit of the company and its employees.

To find out more about Business Marketing Solutions and how we can help your business feel free to contact us at: 

Business Marketing Solutions ∙ PO Box 23072 ∙ Toledo, OH ∙ 43623 www.accessbms.com ∙ contactus@accessbms.com ∙ 419-297-4481

The Need for Competitive Profiles: It’s Not a Competitive Intelligence Staple

Whether you have an established business or are just starting up, having valuable data at your fingertips is pertinent in today’s market. You want to know your competitor’s as if they were your own company – everything about them, inside and out. A very simple and practical way to do this is by having competitive profiles at your finger tips. The profiles give you detailed information about your competitor’s. A general outline of the competitive profile consists of the following:

1. Products or services
2. Current and future plans
3. Market strategy
4. Clients
5. Facilities
6. Financials
7. History
8. Executive and management profiles
9. Patents
10. Joint ventures
11. Product or service matrix

(Information may be limited due to public or private business practices and what is made available)

Granted competitive profiles will not be an on-demand data source however, it is used more as an overview of the competitors that is applied in planning and decision making efforts which can help you strategically position your business to compete directly with them. The profiles are also a good tool to educate and bring up-to-speed employees that are new to the business as well as account representatives. Some account representatives manage multiple territories where not all competitors are present. This is when the use of the profiles becomes valuable to the account rep. equipping them with the knowledge of the competitor. The rep is able to strategically sell your products/services by listening and answering questions the client may have when comparing your product/service with your competitor.

Updating your competitive profiles should be done at least once a year preferably one to two months before planning takes place (this time frame is only if the profiles need updating) to ensure the most current and accurate data is presented. If you are starting from scratch it will take about 40-80 hours to compile the data and write a profile for each competitor. Updating one competitor profile should take no longer than 8-16 hours depending on the amount of information provided over the course of the year.

Once your competitive profiles are complete, you’ll be on your way to strategically position yourself to successfully compete with your competitors. Not every business will find value in competitive profiles. It is up to you to determine if this tool is right for your business.

To find out more about Business Marketing Solutions and how we can help your business feel free to contact us at: 

Business Marketing Solutions ∙ PO Box 23072 ∙ Toledo, OH ∙ 43623 www.accessbms.com ∙ contactus@accessbms.com ∙ 419-297-4481

Strategically Grow Your Business in New Geographic Areas

Planning is essential in succeeding not only in this economy but in a stable economy as well. There are businesses, and you may be one of them, that have experienced growth.

As a growing business, you may be considering adding new geographic areas but don’t have a clue how to proceed. The first question you need to ask is: Will expanding my business in new geographic areas benefit me?  To answer this question, you’ll want to research the trends in your industry and the areas you’re considering to determine if this is right for you. Talk with local business brokers asking them for their input of the trends they’re seeing in your industry. Also find out where your competitors expanded, what they did and where they succeeded and failed. Secondly,you’ll want to be aware that legally you must register as a vendor and/or have certain items in your contract if you’re physically present in certain states you are doing business in.

If you decided that growing in new areas is right for you, then you’ll want a comprehensible and executable strategic plan which becomes your bible. Your plan will have about nine components. The first five components is an outline of your market.

1. Research, Research, Research
2. Analyze, Analyze, Analyze
3. What Are Your Target Areas
4. Who Are Your Competitors        
5. Who Are Your Prospects

After defining your market, you’ll need to prepare an entry strategy. This will brand your company which will establish a sense of who you are, what you provide, how your products or services can help your clients/prospect and/or solve their problems, and much more. Three actions are necessary to enter the market:

1. Promotion
2. Delivery of Your Products or Services
3. Growing Your Market Share and Retaining Current Market Share

And finally, after your product or service has gone to market, you’ll need to apply your standard business measures for continued growth and stability of your business.

To find out more about Business Marketing Solutions and how we can help your business feel free to contact us at: 

Business Marketing Solutions ∙ PO Box 23072 ∙ Toledo, OH ∙ 43623 www.accessbms.com ∙ contactus@accessbms.com ∙ 419-297-4481