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Monthly Archive for November, 2010

How Many Chickens Did You Catch This Year?

Are you chasing chickens (or should I say turkeys in honor of the month)?

When a novice tries to catch a chicken in a yard full of chickens, all of the chickens start running around in mass chaos when a chicken is selected and the first attempt is made. One quickly finds out that chickens are fast and harder to catch than you might think. Invariably, as you are chasing a chicken, though, another chicken runs across your path, closer than the one you’re chasing—seemingly a much more tempting prize than the elusive chicken you’d been trying to catch. But the act of changing direction to chase the new chicken comes with a price and in the end, you’ll just keep changing direction to try and catch the most tempting (seemingly closest at the moment) chicken, but you’ll never catch one. If you stick to your original chicken, though, you will eventually catch it.

Of course, there are times when a much larger prize chicken will come across your path and it is well worth changing direction for it. But, all things being equal, if you continue to constantly change directions you will never catch your chicken or obtain your goals.

As we begin to say goodbye to 2010, take some time and reflect on the goals that you set for your company, yourself, your department, etc… this past year. Did you catch your chicken, or did you keep changing directions and chase chickens all year long? Did you have an opportunity  to change direction and catch a prize chicken?

I would love to hear about your experiences in the coop (so to say) this past year. What were your successes? What did you learn? What do you plan to do better next year?

Above all though, don’t stop running, if you keep at it, you will eventually get that chicken!

Happy Thanksgiving and Hello Black Friday!

For those of you who not are into consumerism and consumption, or don’t know anyone who is…you may not be aware of what Black Friday is.   The term is said to have originated in the mid-1960s and always refers to the Friday after Thanksgiving – this year it falls on November 26, 2010.  It used to be the start of the Christmas shopping season (as you know, this starts much earlier now) and has always been one of the most busy shopping days of the year in the United States. You can be sure that someone you know will be heading to those shops very early – since many stores plan to open at 5 and 6 am!

But, there is another underlying meaning that has since developed for this term – it is the day when retailers would no longer have losses (“be in the red”) and would begin to turn profits (“the black”).   

I thought I would use this opportunity to discuss the power of e-marketing to create your own Black Friday – for your venture or business or product.

  • First, let’s start with the premise that Marketing has changed (“evolved” is too mild a word!). 
  • The other premise (cliched though it may be) is that the internet has changed everything.
  • Given these two premises, it is fair to say that we have new, transformative ways of reaching prospects and customers. 
  • The cost of marketing and advertising was all about “green”.  If you think of the traditional way of advertising, all of their costs were from fairly-to-very heavy.
  • The new cost of marketing has more to do with data than with cash.   Because we have these new ways of reaching our market, it is important that we do this in a way that is different from mass messaging.   It is also less about immediacy and more about the long-term relationship you have with your “market”.
  •  This means knowing and learning about the individuals that you are speaking with, and actually creating a relationship.  Out of this, will be crafted the messages that will go to them.
  • Does this sound like a lot of work?   Well, it is, if you were to do all of this manually.  But, isn’t technology wonderful?  Sometimes?  
  •  The good news is that today you have marketing platforms and media that can help you with all of this -
    • Collecting and mining the data about your prospects
    • Sifting through the differences and generating different offers for different behaviors – making sure you are relevant to them
    • A number of e-marketing platforms – email, online, mobile and social media that you can use to convey your message
    • The ability to market using multiple channels so that you can be sure that your messages are indeed delivered and read
    • The ability to offer two-way communication…i.e. that you also spend time listening to the “market”, and being responsive and receptive to the messages that you receive.
    • Plus, best of all, there are a vast number of resources available to you, for free, from marketing experts, gurus and practitioners.  They are in the form of newsletters, blogs, ebooks, videos, podcasts and more. What you need then is the motivation and time to absorb these (selected) wonderful resources to become a contemporary marketer.

So, what are you waiting for?    Get unstuck from the old ways and board the bus.  It’s moving fast.  And it’s heading towards “black”.

P.S. Interestingly, with that cliche again, the internet changed everything, a new phenomenon that has appeared following Black Friday is Cyber Monday.   Guess what that is?

The Parent of All Virtues

The Roman Philosopher Cicero said, “Gratitude is not only the greatest of virtues but the parent of all others”. While we speak often of having an attitude of gratitude in our personal lives, it should also be something we seek to obtain in our professional lives as well. Here’s why-

Gratitude is all about appreciation and thankfulness. It is being able to recognize that you have been the recipient of some benefit. In business you have many types of relationships from partners to customers. Have you ever stopped to think about the benefit that is derived from each of those relationships?  If you haven’t in awhile or ever, I challenge you to do this. I guarantee you will begin to look at these relationships in a much more grateful way.

The next step is to then act on those feelings. Great relationships are not 50-50 they are 100-100. If you are giving your all to your customers and partners, most will reciprocate. Can you imagine how your bottom line would swell if your customers were giving you all of the business they could, or if your partners began focusing more time and effort selling your products? Then think how grateful you would truly be!

I believe the following quote sums it all up:

“Reflect Each Day On All You Have To Be Grateful For And You Will Receive More To Be Grateful For.” -Chuck Danes