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Monthly Archive for January, 2011

Snow Shovels Ready?

I’ve been pondering about snow shovels a lot lately. I know this is an odd thing to spend much time thinking about, especially because I live in the south and snow shovels rarely see the light of day (which by the way is a huge perk of living in the south). But, on those rare occasions when they have to be dug out of the back of the garage, I’m really thankful that we have one. And the simple fact that we have a snow shovel suddenly seems really smart on that cold, snowy day—and our neighbors are grateful we’re there to help! Here are a some of the benefits that the snow shovel can bring, when needed:

One, we can take care of our portion of the sidewalks which makes life easier for everyone in the neighborhood. Two, we can help those in the neighborhood who didn’t move from a cold weather climate and have never owned a snow shovel. And third, this can create what might be (and was)one of the most positive bonding experiences we could have with our neighbors.

So, what do snow shovels and my happy neighbors have to do with your business? Everything! Here is my point. I live in a state that rarely sees snow and usually if we get a glimpse of the cold white stuff, it melts almost immediately. That being said, we had a huge snow storm recently that left us with 9 inches on the ground and pretty much crippled our lovely city. Our snow shovel helped us keep our driveway and sidewalks clear, and helped our neighbors do the same. Is your business prepared for the snow storms that may come your way? Yes, they may be rare, but they still happen. In the event they do, is your snow shovel ready? Will your customers and colleagues be grateful or frustrated?

In business there are many things that can go wrong. Most do a great job of handling the things that go wrong on a regular basis—business usually requires that. But most do a lousy job of handling those things that go wrong only rarely. Perhaps it’s a product or resource shortage, a marketing typo or blunder, computer problems, phone problems, or some other issue. No matter which area of a business we work in, there are things that could go wrong, usually don’t, but someday likely will.

If you set aside the “in your face” daily activities that constantly demand your attention and devote some time each week, each month, and each year to thinking about the things that rarely go wrong, but might, and preparing for these events, you’ll likely find that, at some point, you’ll be able to turn a rare difficulty into a positive bonding experience with your co-workers, colleagues, and customers. You may even come out looking like a hero!

Announcing New Features in DeepTarget Email

We are constantly working to improve our products in ways that help our clients reach their marketing objectives.  To this end, we are pleased to announce that we have added two new features to DeepTarget Email in response to client requests. These new features are designed to give you more options and control when creating lists and sending emails with an easy-to-use interface.

  1. Merged Mailing Lists – this new feature will allow the user to create a list by merging and/or excluding predefined mailing lists. This feature will not only be a time saver, but it will also make it easier to target your audience and send more relevant emails.
  2. Personalized Sender Information – This second new feature allows the user to pull data from the contact database and use it in the Reply To, From Email Address and From Name when sending an email.  With this feature, the user can send one email campaign but have multiple recipients receive their emails from different individuals.  An example is when you want the campaign to be sent to multiple customers, each from their own account executive.  This results in more personalized messages in one easy step.

We hope that these new DeepTarget Email enhancements will add value to your email marketing objectives.  As always, we appreciate feedback from our users, so do let us know what you think of these enhancements.  If you have requests for other useful tools and features that will benefit your marketing efforts, we look forward to hearing about those as well.

Is Your “Umbrella Policy” Up To Date?

I just read a great little article entitled 7 Little Words That Sum Up the Entire Marketing Machine. It was a great read on a snowy afternoon. One of the little words mentioned was trust. Of course trust may be a little word as far as length is concerned, but don’t let the lack of letters fool you. Trust is an umbrella that covers all aspects of your marketing plan and business performance.

You can think of trust as your umbrella policy. An umbrella insurance policy shields or protects your assets more broadly than your general liability policy. It plugs the holes or gaps in your regular coverage. In other words it is your fail safe. If you have a reputation of trust with your customers and prospects, then those honest mistakes we all make now and then won’t cost you nearly as much as they should. If your customers and prospects trust you, they’ll give you the benefit of the doubt and they’ll know they can depend on you.  The bottom line is trust is capable of compensating or making up the difference for our imperfections.

Unfortunately trust is not usually won in just one singular event—although singular events do build (or destroy) trust. Trust is something that’s earned over time. So, how do you build trust? First of all, be who you say you are. If you have a company motto, live it! If you have policies and procedures (and I hope you do), follow them! Secondly, build relationships and reputations. When in contact with your customers and contacts be genuine and responsive. Each individual employee within a company is vital to building relationships and trust. Make sure as managers and employers you are hiring those “marketing asset” employees. Word of mouth is key to any business or marketing plan, so always putting your best foot (or manners) forward is important.

So, before you start this New Year’s marketing plan, take a look at your “Umbrella Policy” first and make sure that you are up to date in paying for that coverage!

Marketing in the New Decade

2011 AheadIs there a marketer among us who is not thinking of change?  I think not.   And if someone is not, my advice to you is: don’t admit it.

The world around us is changing and moving forward at an incredible pace, so how can we remain with the same old, tired marketing strategies and tactics – even if they are tried and true ones?  We can’t.

I’d like to call your attention to this recent post about Marketers’ top issues for 2011.    This will give you an idea of the challenges we face in marketing, not just for 2011 (that’s the tip of the iceberg) but for more than just a few years ahead.  So, in no particular order, I offer my predictions for the new marketing we will see in the decade ahead.

  • Using multiple digital channels will become the norm.
  • Mobile marketing will emerge as a winning medium – with innovative use of location information.
  • Spending on traditional marketing methods will continue to decrease at a fast pace.
  • Social media will be used to build relationships with customers and will become a fundamental part of your marketing mix and branding strategies.  This will also be the medium to receive feedback and to make adjustments to your messaging or tactics.
  • It will be just as important to listen as it is to talk.
  • Marketing will be more than about generating new leads; loyalty programs and targeted cross-selling to existing customers will be a prime way to generate new revenue.
  • Marketing professionals will need to become conversant with new technologies, data and databases – this will be a hard requirement, not just a nice-to-have.  The best will combine their skills in creativity and technology to create winning programs.
  • Measurement, ROI and accountability will rule.
  • Businesses will spend money to show value and draw customers to them (their website, their blog, their brick & mortar store) – this means education, useful information, specially targeted discounts and other benefits to prospects, customers and loyalists.
  • Marketing will become used to more two-way communication between you and your target audience then ever before.

There’s really not anything groundbreaking in any of the above points, especially if you have been closely following developments in marketing.   But, taken together, you can see why there is a tangible transformation that is taking place. This is indeed a time of change and an exciting one at that.

A decade is a long time.   But, it has already begun.  So, your time is now.   As you think ahead, not just about your business, but about your personal future in marketing, there’s no time like the present to begin to plan and make changes that will result in your marketing success.