Oh, also bookmark Jay’s website while your at it. He has a great forward thinking mind!

Also, while you are at it…check out the Facebook Era website where Clara Shih has wrote a new book explaining the psychological shift going on in minds and hearts of consumers!

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This is a great example of how creating and leading with relevant stories built around the lifestyles of your target market can be a hit like the campaign Toyota did with this targeting young, hip families.

They created an entire  “Swagger Wagon” destination to promote the Toyota Sienna. Notice they led with the lifestyle story not pushing boring specs on vehicle MPG’s, safety features, etc. No! They led with what today’s hip, young family does on a daily basis and how the Sienna is apart of the things that go on in their lifestyle.

Was it successful? You bet it is. They have had over a million views on their YouTube page alone and thousands of positive comments. It’s being shared around the globe in social networks and blogs (like myself) and other digital media sources.

NOW THAT IS 21^ST CENTURY MARKETING AND SELLING!

Website: http://toyotaswaggerwagon.com

YouTube Page: http://www.youtube.com/sienna

You may not be Toyota but you too can sell by leading with stories rather than the product or service you sell.

I see business sector after sector old standby models falling apart everywhere. New approaches are being developed; existing business systems are being redefined and challenged while others are completely collapsing. It’s as though someone took a giant stick and hit the business piñata and bam!!! We have an explosion of winners, losers, new kids on the block staking claim, giants falling, bewildered and confused executives and shareholders, fraud, fear, excitement, status quo and just as Elvis Presley said “A Whole Lotta Shaking Going On!”

The way I see it is we are in the midst of what I call ‘The Great Business Digital Divide.’ On one side of this gap we have two groups; the various companies, businesses, entrepreneurs, etc. who are not even aware of what is going on and/or they don’t realize we are in a brand new business era that looks and feels nothing like the past 100 years or so. Then there is those who know and sense things have changed but have no clue as to what they should be doing, what kind of people they need on their team and were to go to get the help they may need to successfully go through this transition.

On the other side of this gap are two more groups as well. One of these are those who have understood they needed to make some radical changes in the way they run their business because it is certain what they have relied on for years is no longer working. They have begun to institute some things that to an untrained eye give them the appearance they are plugged in and are 21st century business mavericks. Very much what Seth Godin described in his book Meatball Sundae.

The second group is those who have not only embraced the digital business revolution going on but they have had a hand in its birth and development. I’m not talking about techies here. I am referring to digital savvy, fresh thinking creative’s who have been on this journey for quite sometime…some longer than others. These are the ones who understand things like mission statements and status quo are DEAD and for those who hang on to this mentality, they are most likely on their last leg. This goes for the giants in business to the local auto repair shop. This is the group who are excelling and getting positioned for market share that will move them into dominance in their niche.

So what’s a business to do if they are not in the latter group?

I for one believe their doing should only happen after they have done the work of defining their unique and tactical strategy. Let me make myself perfectly clear here, this is not a one time activity I’m talking about, no; it must be an ongoing part of your marketing and business development!

One of the most frustrating things I see going on with many I come across in business today is they are in such a hurry to get out there they don’t invest the time, effort and money to develop killer strategy to ensure their success. The truth is, without well defined strategies in today’s new marketplace you are either going to fall into the category of a ‘me-too’er, a ‘clueless’ or a ‘that’s how it’s always been done in this business’ type. All of which will not cut it anymore.

Why? Mainly because the consumer is in charge not you…and today’s world is driven by technology. These have never really been factors of consideration most existing business models were designed around. Add to that, there is such competitor saturation in the marketplace many businesses are finding it very hard to stand out and get attention.

Clearly…if you want to be successful in this new marketplace one essential asset you must posses is you highly value and prioritize strategic thinking and planning when it comes to your business.

The dictionary defines strat⋅e⋅gy  as;
a plan, method, or series of maneuvers or stratagems for obtaining a specific goal or result: a strategy for getting ahead in the world.

Creating your strategy involves creative thinking, LOTS of research and feedback, planning, execution, experience, etc. to name a few. Marketing research is one of the fastest growing sectors in business today. Recently Inside Research recognized comScore as a leading market research industry publication and as the fastest-growing major global market research firm over the past five years. Why is that? Because understanding your target market and planning your strategic approach of action are more valuable and important than ever! Business is changing and evolving very, very fast and you do not have the luxury to lean on much trial and error or not being in the know. Knowledge is a key factor in creating strategy but so is creativity.

Maybe now is a good time to take a fresh look at who you have on your team? Any creative’s around? Any strategic thinking detailed people in your corner? Are you plugged in to research and feedback for your target market?

The New Business Era Currency…Got Strategy? If you don’t, I suggest you get busy to find those who can help you get it!

I, like most Americans have grown so weary of the unbelievably bad customer service in the everyday marketplace both online and off in this country.

Until recently, we as consumers did not have a very easy and effective way to share with the masses our experiences nor were we very successful in getting attention to our plight regarding bad service and products from the very companies we had the conflict with. The old “on hold forever 800 number” was many times the only recourse we could take against these offending businesses.

That was until technology put the tools in the consumer’s hands that gave us access to the masses and the ability to put wings on our voices so we can finally have our say and it matter.

Business must wake up to the fact their reputation belongs to the people just as their brand does. This is why I say gone are the days of treating your customer anyway you please. We will not stand for that anymore. You will find yourself out of business!

If bad customer experiences being broadcast to the masses via social networks can seal your fate as a business, just imagine what great customer experiences shared through this medium can do for your business!

I have just such an experience I just gotta tell you about.

This past 4^th of July 7, 2009 I spent a better part of my holiday celebrating one of my grandson’s 2^nd birthday. Yep, he was born on the 4^th of July!

The event would be held at our local Chuck E. Cheese here in Franklin, TN. Spending the 4^th of July at Chuck E. Cheese didn’t really excite me even if it was my grandson’s birthday but none the less, I was going to make the best of it.

My daughter and son-in-law had made the reservations for the party online. I really did not know what to expect because it had been years since I had set foot in a Chuck E. Cheese anywhere. We arrived promptly at twelve noon and were ushered to our table which was all setup beautifully with balloons, décor, plates and cups. I thought to myself, well looks like they were expecting us alright, this is a good start.

It was just a few moments as we begin deciding where we were all going to sit when a very friendly employee showed up and she informed us she was our personal hostess for the party. From the moment we entered to the moment we left (2 ½ hours later!) we experienced some of the best customer service I have seen since I last was in California year eating at my favorite burger joint In-n-Out Burger.

Every single employee including Chuck E. Cheese himself (he made a live appearance for the kids) was super caring, super nice and extremely attentive to us all. The manager, the hostess, the servers, folks behind the counter, the door greeter…everyone had the best attitude and gave us such exceptional customer service!

If that were not enough, we also had a great pizza meal, (served piping hot), we were entertained with a special birthday show, we had a fantastic arcade of fun games and fun activities for all ages to enjoy ourselves at, the kids got all kinds of extra bonuses from goodies they could get from the tickets they won at the arcade to birthday goodies from Chuck E. Cheese.  It was a safe, and clean, family fun experience our family will never forget.

I can’t tell you how so very pleased I was to finally receive the kind of customer service and value I believe all customers deserve when transacting with a business.

What kind of impact do you think this level of service and experience has had on me? Well, for starters, I’m sharing it with you! I also intend to recommend Chuck E. Cheese to everyone I know, all my family and friends and I am going to personally be a Chuck E. Cheese fan for the first time in my life!

Now that is the kind of impact you want to leave on your customers so they will in turn be so excited and pleased with the experience of doing business with you they become your sales force, your evangelists.  I hope corporate Chuck E. Cheese (CEC Entertainment, Inc. is headquartered in Irving, Texas) are members of the social networking sphere and join in the conversations about them. If you are, and it would do you well if you are listening to the customer…it’s a no brainer great customer experiences starts with great leadership and culture. The folks at Chuck E. Cheese in Franklin, Tennessee (General Manger Telisha Biles, managers Michelle and John and our wonderful host Emma and all the others there) get that.

As a result, we got the fruit of their commitment to the customer. I hope corporate  Chuck E. Cheese is smart to honor them for the job well done. Give them a raise too will ya?

P.S. Could not find Chuck E. Cheese on Twitter even though there is plenty of conversation going on about them. Not surprising though. Many companies are just missing the boat when it comes to embracing social media. Too bad.

]]> http://www.strategicbusinessdesigner.com/2009/07/what-chuck-e-cheese-can-teach-us-about-customer-experiences/feed/ 4 http://www.strategicbusinessdesigner.com/2009/05/mechanics-vs-intent-seth-godin/ http://www.strategicbusinessdesigner.com/2009/05/mechanics-vs-intent-seth-godin/#comments Sat, 02 May 2009 18:31:18 +0000 Hazel http://www.strategicbusinessdesigner.com/?p=211 Good post by Seth Godin which is simple but true regarding promoting and spreading the word about your business in today’s economy.

However, I would have to add to his statement…

“More important by far is creating a desire to share”.

But I add to that…before people will even take note you have created a desire to share, they are going to do a “Motive Check”.

Motive is more important than ever in today’s marketplace because we have just had it with all the hype, lies, switch-n-bait, etc.

And yes, making the effort to ensure your “Motive Check” hits the mark and you are in fact genuine in your interactions with the marketplace may take you a bit longer in reaching your target market and getting results, your integrity will far out pace the Hypie crap pitched everywhere online and offline today.

America’s 14.6 million small and medium-sized businesses (SMBs) were responsible for more than $6.7 billion in locally generated, locally targeted interactive advertising in 2008 – more than half of the US total, according to a recently released report from Borrell Associates, which predicts these numbers will grow significantly as activities continue to shift online.

Here is the kicker, many Marketers don’t understand about small businesses though. The report also indicated more than two-thirds of them were allocating their online advertising expenditures on advancing their own websites rather than online ads per say.

Being a web professional for many years now I say this is a smart business move on the part of small businesses. Your web presence is one of the most valuable assets you have in business today no matter what size your business is.

The concern here is…you really need to understand what are the most advantageous strategies you should be using for your business presence online and the why and how to be in control of this most precious business asset and investment. Gone are the days of leaving your website in the hands of your “web people”.

I see time and time again web clients who do not understand the value of their web presence, how to strategically position themselves online, how to guide web professionals to build web media that works for your objective and the importance of being in control of your web destiny.

It is for that reason I will begin to write a series on why today’s businesses (entrepreneurs, SMB’s, freelancers, mid & large, B2C, B2B, etc.)  must take a fresh look at one of the most powerful tools they have at their disposal…their website and web presence. Stay turned!

]]> http://www.strategicbusinessdesigner.com/2009/04/small-businesses-are-big-players-on-the-web/feed/ 0 http://www.strategicbusinessdesigner.com/2009/04/9-strategies-to-make-2009-your-best-year-ever-to-get-a-flood-of-new-clients-despite-the-soft-economy/ http://www.strategicbusinessdesigner.com/2009/04/9-strategies-to-make-2009-your-best-year-ever-to-get-a-flood-of-new-clients-despite-the-soft-economy/#comments Wed, 29 Apr 2009 21:46:44 +0000 Hazel http://www.strategicbusinessdesigner.com/?p=200 STRATEGY ONE – Strategy is King…Status Quo is Dead!

Of all the things that entrepreneurs and small business owners fail to do, one of the most serious is strategic marketing planning. Strategic marketing planning in today’s marketplace IS the most important thing you should do. A Strategic Marketing Plan is a management tool that determines which steps to follow, and the methodologies and times to reach certain objectives. Gone are the days where marketing planning is an isolated activity! It has to be perfectly linked to the rest of the business functions (First contacts, billing, assistants/virtual, production, personnel, etc.)

STRATEGY…

STRATEGY ONE – Strategy is King…Status Quo is Dead!

Of all the things that entrepreneurs and small business owners fail to do, one of the most serious is strategic marketing planning. Strategic marketing planning in today’s marketplace IS the most important thing you should do. A Strategic Marketing Plan is a management tool that determines which steps to follow, and the methodologies and times to reach certain objectives. Gone are the days where marketing planning is an isolated activity! It has to be perfectly linked to the rest of the business functions (First contacts, billing, assistants/virtual, production, personnel, etc.)

STRATEGY TWO -Fall in love with your Clients/Customers again.

Use the time you spend with your clients to validate that you understand their changing needs as well as to demonstrate that you’re meeting their service needs. Emotionally satisfied – or “engaged” — customers and employees contribute far more to the bottom line than those who are rationally satisfied, according to numerous social neuroscience and behavioral economics studies. A J.D. Power & Associates study found that friendlier, more social employees earned 13% more revenue for their organizations. Author of Information Masters: Secrets of the Customer Race, John McKean’s research found that a whopping 70 percent of a customer’s decision to buy is based on how they are treated as people. Not the product. Not the price.

STRATEGY THREE – Assess & Tighten up your Operation.

When we ’re busy, it’s easy to get sloppy. We may stop thinking about how to be  more efficient. Use slower times to ask your staff how you can be more  streamlined, more efficient, and hence more cost effective. You might be  surprised how much wasteful activity has crept into your business. Make it your  job to keep services lean and effective. Set goals to measure your progress and  reward your staff each time a way is found to be more efficient without  compromising service to your clients.

STRATEGY FOUR – Don’t think outside the square–Think around corners.

Constantly look for gaps in the market that you can fill.

• Use your client connections to identify service gaps.

• Decide if the gaps you identify are for services you can provide.

• Plan how you will fill the gaps. Don’t wait for opportunities to present themselves to recognize and fill opportunity gaps.

Instead take a proactive position that can shift your business into a leader in your field rather than always playing catch up. You might end up offering a new service that you’d never previously had the time to consider. The process is relatively simple…ask questions!

STRATEGY FIVE – Don’t play the “me, too” or “wanna-be” game.

While it can be tempting to do what everyone else is doing in your industry, don’t do it because in today’s market it can mean the demise of your business. Remember there are LOTS of choices in your field today so must have something unique to differentiate your services from the next. If you don’t, your practice will be just another “me too” or “wanna-be”. Get rid of “herd thinking” it’s deadly to your business success. Creativity, client focus philosophy and superior service will win over the long term.

STRATEGY SIX – Throw out ‘our policy rules’…be flexible.

What will most surely guarantee your long-term survival is your ability to adapt to changing demands. No one knows how long this downturn will last. Perhaps you will discover a new type of service or a new method of service delivery that your clients prefer. Be flexible enough to hear their needs and search for a way of filling them that creates a win-win situation. You may find that filling a new need replaces the parts of your business that lagged when the economy turned. Such discoveries can ensure you grow during the downturn and beyond.

STRATEGY SEVEN – Appreciate your Team.

You don’t want your team to lose heart during a downturn and look for employment elsewhere. When staff leaves, your service declines and with it, your value to your clients. Your team is your first line of representation of YOU. Like never before, they are a valuable asset in today’s new business climate.

STRATEGY EIGHT – Embrace Digital Marketing and the New Social Client/Customer Your Social equity is more important than your financial equity.

A whole generation is putting their lives online, why? Simply because sharing of information is a social act, it is the basis of connections. Sharing brings social benefits that outweigh risks. Withholding information from the collective knowledge may even be considered anti-social in today’s marketplace. Businesses are looking for alternatives for cost effective and more cost effective ways to get new business and keep existing clients. In a downward spiraling economy social marketing is the next logical step.  Costly old school marketing and PR models are increasingly ineffective and are becoming obsolete. Seek out professionals to help you formulate your social media strategy.

STRATEGY NINE – Optimism in this Age of Opportunity Stay positive.

As scary as a downturn may be, the good news is that it’s always followed by an upturn. Therefore, it’s important for you, your team, and your clients to be optimistic. Do what you need to do to make it through the not-so- good times and continue to provide outstanding service to your clients. Invariably, your business will be the one people turn to again when prosperous times return.

Download the 9 Strategies map.

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I say that’s hog wash (I get it! Like pigs wash!).

I am not going to be arrogant enough to say I have the total explanation of what marketing means or what it is because I believe it encompasses really everything you do in your business.

But I will say I know it is about a whole lot more than conversation. No doubt, conversation is one of the “tools’ or methods we can use when marketing.

Marketing TODAY starts with the state of purpose or motive of the business leader(s), entrepreneur, or corporation. What I mean by that is to attract and keep customers today means having the right motives towards your customer and those involved with your business.  The soul of the business is the parent of the marketing strategies and activities. Whatever is under the covers of the soul of the business is where the true marketing emerges.

My point is, true marketing is not about you its about your beliefs, intentions and heart towards your customers and those who intersect with your business. Conversation is mostly noise if there is no passion and respect for those you service.

It’s really simple. “As a man thinks, so he is”…”as a business soul is, so is its marketing”.

Susan Boyle

If you have not seen the videos or heard about the incredible voice of Great Britain’s Susan Boyle yet you must not come out very often!

Most have heard because her story has been all over the internet.  But more importantly its what her story of ‘most unlikely to succeed’ has done to touch the heart of millions of people around the world.

Susan looked the part of an average person (like most of us) but when she appeared on TV show Britain’s Got Talent and she begin to sing, the greatness that has always been in her came out to woo the world over!

I think her story is a lesson those of us in business would do well to heed. The fact is, every one of us have the need for significance, for being treated with respect and acknowledged by others. And we all deserve that because we are were uniquely and wonderfully made and there is greatness in each everyone one of us.

Today’s business must have a ‘soul’ and walk their talk. Everyone says “we are customer centric” (or something on those lines) but this can only be done genuinely when you begin to see your customers or clients in the light of their uniqueness and individual value.

I’m not trying to be corny nor am I saying you have to be a psychologist to succeed in delivering exception customer service and experiences. We don’t have to have a degree to know how important it is to not judge a book by its cover. You are in business and also a consumer. Think about it. When is the last time a business you spend your money with really made it clear to you they value YOU?

21st century businesses understand … business is about human beings. Human beings are creatures of emotion and one of the greatest driving emotions we have is the need to be valued. Just everyday average you and me. So…like Susan showed us…treat others (your customers included) the way YOU want to be treated and valued and people will flock to your business. Your customers are real gems.