Mind boggling! The entire business landscape is going through a metamorphous of sorts…nothing is business as usual anymore! Really, nothing is!

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!

Character shows up in those little things most take for granted like keeping your word especially when it’s inconvenient, taking personal responsibility even if it cost you, returning phone calls, looking out for others well being before your own.

Basically, the way I see it is business success in this new economy will depend largely on your intentions, your motives. That is the way it used to be and that is how it should be in my books.

Everyone gets it you are in business to make a profit but what are your intentions and motives towards your customer, your employees, your vendors, your competitors, your community, your country?

That is the question and observation on the minds of today’s new consumer. Gone are the days of “Sell, Sell, Sell!!” Consumers have so much choice when it comes to deciding who they will spend their money with. You can’t rest on ‘old model’ business thinking and processes any longer if you want to ensure they choose you to spend their hard earned money with.

The intent and motive of your heart (your business, corporation, whatever started in the heart of someone) is going to be a deciding factor on what side of the “Great Business Divide’ occurring now.

What I am talking about here as to having a ‘Good Heart’ should be the basics for anyone in business. If it’s not…the new consumer emerging today will demand it and if you don’t genuinely deliver, you will have a hard time with business success in the 21st century.

Wow! What a sad situation our country is facing as we prepare to celebrate and enjoy the freedoms that have been purchased and ransomed for us today on the backs of many a fine American. I thought to myself, “Is this our story for 2010 and on?”

The article went on to say “even though we’ve gained about 600,000 private sector jobs back, we’ve got nearly 8 million jobs to go,” said Lakshman Achuthan, managing director of Economic Cycle Research Institute.

The article went on to point out; it would take the creation of 10.6 million jobs immediately for the same percentage of the population to be working as was the case three years ago. Many of the workers who have lost jobs were in industries that are not likely to recover their former strength. They are predicting that as many as half of the people who lost their jobs will have to find something else to do.

This is very disturbing news. Millions of folks who have lost their jobs are not going to be able to find jobs in their line of work so they better figure something else out, right?

Ok, well I ask myself… what can be done about this? Are we just going to throw up our hands and except this? How are we going to turn this mess around? Are we going to wait for the government or big business to “bail us out”…again? Whatever good that did!

I THINK NOT!!

While I don’t pretend to have all the answers I do know a thing or two about entrepreneurship, small business and this New Business Era we have been sucked into!

I know they are right when the Foreman says these” jobs are going boy and they ain’t coming back”.  Those dinosaur industries and companies are falling like flies and more are to come. Much more judging by the way they are not willing to enter in to this new digital age and 21^st century marketing!

I know the golden egg for economic recovery and stability in this country is in the rise and well being of entrepreneurs and small business.

I know there are incredible opportunities for ANYONE to be in business for themselves doing what they love doing like never before! The internet and social media has knocked the feet out from under the gatekeepers. You can go in there and get yours now!

I know if we (the average everyday American) would support and commit ourselves to conduct the majority of our business transactions with entrepreneurs and small businesses across this country we would not only start money flowing into our communities again but we would see lots of jobs being created.

I know the internet and social media can and will facilitate the needed handshake where we tell one another about small businesses in our circle and community that are providing great products, services and customer appreciation and we recommend them to our friends and family to support them.

I know entrepreneurs and small business can beat out the big boys hands down, every time, on quality, price, creativity and service to make us want to transact with you…so Do It.

I know we all (both those of us in business and those of us the customer) care deeply about this and want to do our part.

I know we can and will support buying Local!

I know we are still the GREATEST country in the world and we have not lost who we are because we are innovators, creative, hard workers, good hearted, resilient, and we love to help each other out when we are in a jam. And folks, we are in a JAM!

I know when we make supporting our entrepreneurs and small businesses a priority like we have for causes like ‘Green living’, ‘Recycling’, Relief for Haiti, Tsunamis and countless other good things we do without a second thought…we can get behind entrepreneurs and small businesses who are committed to earning our business and support them so we can get back on the path to financial stability in this country.

I know this Fourth of July, 2010 we can also commemorate the adoption of…

BUY AND SUPPORT AMERICAN ENTREPRENEURS AND SMALL BUSINESSES.

I know anyone can make it in this great country and they don’t have to be left at the mercy of companies who care more about their bottom-line and shareholder than they ever will for you!

I know you can say loudly to those companies that sent our jobs abroad to increase their profitability, who managed poorly, who didn’t give a heck about the customer, our communities or our country, who over built, over indulged, and just passed their wows on to the employees…
Take this job and shove it! I ain’t working here no more”!!!! I’m starting my own business!

I know I am going to do my part and practice what I preach. Will you join me?

HAPPY FOURTH of JULY EVERYBODY!

Independence Day

During the American Revolution, the legal separation of the American colonies from Great Britain occurred on July 2, 1776, when the Second Continental Congress voted to approve a resolution of independence that had been proposed in June by Richard Henry Lee of Virginia.^[4][5] After voting for independence, Congress turned its attention to the Declaration of Independence, a statement explaining this decision, which had been prepared by a Committee of Five, with Thomas Jefferson as its principal author. Congress debated and revised the Declaration, finally approving it on July 4. A day earlier, John Adams had written to his wife Abigail:

Adams’ prediction was off by two days. From the outset, Americans celebrated independence on July 4, the date shown on the much-publicized Declaration of Independence, rather than on July 2, the date the resolution of independence was approved in a closed session of Congress.

Wikipedia

This has stemmed mainly from the fact social media opportunities are powerful marketing options today.

My concern with this is someone in business may think these self proclaimed digital marketing experts preaching this point of view really know what they are talking about. Some do for sure…but I find that loads of them don’t.

To suggest a business does not need to have their own business website real estate clearly indicates to me this person has not been on the marketing scene very long and they certainly do not understand marketing in its entirety nor do they understand today consumers and what motivates them to emotionally connect with a business, online and off.

In my 20 years in marketing and sales and the past 13 years in digital media development…I have worked with businesses from all types of industry sectors both large and small and I know firsthand the real value of what I call business digital assets.

I also know firsthand that many business clients are a bit confused on this fast moving vehicle called digital marketing so they rely heavily on their “web people” or “digital marketers”.

Hey… I am both of these and I am proud of that. What I am not proud of though is I am sad to say I have seen too many clients taken advantage of because they don’t really know enough about this arena and what really is best for their business. It is for that reason I decide to address this topic and offer my perspective and experience on this so that I may bring to light what I believe are  advantageous reasons why if you are in business today…you must have a business website!

Reason # 1
Your business needs a ‘Homebase’ (your website) online. No other type of web presence you invest your time and money into can provide you the ability to “own” your customer base like your own website. Here is where you can really develop the trust needed to begin to build a huge email list or digital rolodex and other connections which you own. When using 3^rd party websites and platforms, you do not “own” your customer…they do! When I say “own” your customer, I mean that in the most respectable way of course, but you get the picture of what I am saying I’m sure. It’s simple…he who owns the customer wins!

Reason # 2
Your website or websites can be strategized and designed to fit your target audience to the tee. You have the creative freedom to really connect on a deeper level with your customer or potential customer on a deeper level than any other digital platform available can offer because the content, format, message, landing pages, emotional value, etc. can be specifically tailored to that audience therefore providing fertile ground to create a powerful emotional connection with your audience which in turn gives your business the credibility and relevance needed to build lasting relationships which are so vital in this new business era. Personalization and customization are very powerful tools today.

Reason # 3
A professional business website can give you instant credibility and leverage. By the way, when I say professional I don’t mean some template cookie cutter website. I mean a website that has been strategically and creatively designed to benefit both the customer and your business. But…that’s another topic for another time. Research has shown most people who are doing organic searches for a product or service or people who have heard of you in some manner…go to the internet search engines (Google) to look up your website! They don’t go to look for the social networking site your business is a member of, or email campaigns you have done, or online ads you invest in, etc. No…they usually go directly to your website first if it is listed. Yes, those other digital presence destinations you have may be important to them but it is not the initial point of credibility they identify with you at.

Reason # 4
A business website is a very valuable business asset. Just as your domains, digital media, graphic designs and images are. Yet after 13 years in this business, I still am surprised at how many clients not only don’t know if they own these assets which in most cases they paid lots of money for…they don’t even realize the value of these digital assets to their business overall.

Digital assets are like your cyber fingerprints so to speak because they most likely will follow the life of your business and are key identifiers for your digital front door to the world, your digital access,  protocols, and even branding.  Of course this will be ever evolving if your business is really invested in staying fresh on the digital side of business but none the less, these are very valuable assets. So much so, I know digital assets have even been key factors in the determining the net worth of a business.

So the next time you hear some so-called digital expert state your business does not need a website…I highly suggest you not be swayed by this ridiculous opinion but rather see the incredible value your business website can and should be as it adds to your bottom-line and overall marketing approach. For more on this topic see my article Why You Better Stop Treating Your Website Like a Redhead Step Child!

Show some love to your website!

With so many things available through technology to market and reach your customer directly today…why don’t more business owners take on more of their own marketing efforts?

You would have to have been on another planet this past decade not to know we have entered into a new business era. This is so a direct-to-consumer market now. People want customization and personalization and a one-to-one experience.  The middle man and gatekeepers are dying off by the droves in every industry segment!

One thing I’ve discovered and relate to as a consumer over the past few years is people want more than a transaction! They want a meaningful connection.

That’s one reason the middle guy can’t deliver anymore. People want real. Who better can deliver ‘real’ connections than you…owner of the business?

The way I see it, you have a really huge edge over those who just hand off all their marketing to some agency or organization that probably cares more about you paying your invoice to them than if your customers really have a lasting emotional connection with you and your business. That edge you have is YOU know your products and services best and you know your customers and can interact with them on a personal level regularly. What gets me though is I see lots of business owners not take advantage of this huge opportunity either because of fear of the new digital frontier (although they don’t readily admit it) or because of what I call ‘Status Quo Mindset”.  You know…it’s the “that’s the way we’ve always done it” or “I don’t care about all that Internet stuff it’s not hurtin my business”. RIGHT!

Well, I’m convinced business has changed forever…not all are going to be successful in this new business era because there will be many who will not change. We hate change for some reason when that is what life is full of. But that is another story

Point is, if you are recognizing you gotta do something different to not only compete but transform your business…technology and Social Media has made it sooooooo possible for businesses to be more hands on with their marketing if used properly. Blogging, Social Networks, Twitter (your 24/7 broadcasting network), Share bookmarks, and more all provide you with direct customer interaction and get this… Most of the tools are Free!

Yep, it’s true. Many marketers don’t want you to realize this but Do-It-Yourself Marketing can work well to move your business in front of others because you are the one in the center of building relationships with your customer. And, you can do an excellent job to market your business YOURSELF.

Am I saying you just get online and jump in and see where you end up? No. Am I saying you should not seek out professionals in marketing to help your business? No again. Why that is what I do for a living!!J

What I am saying is YOU should learn about the DIY options available to help your business and enlighten yourself on the importance of the new landscape in marketing and relating to your customers in this digital economy.

I’m also saying you should seek out marketing professionals who want to empower YOU by teaching you how to do this yourself rather than them selling you a bunch of hype and programs to hold you hostage so you feel you have to have them to help you do this successfully.

Look friend, all I’m trying to relay is this is a brand new business era we are in. Don’t let technology or anything else keep you away from taking the reins of your business and guiding it into 21^st century marketplace. You have a lot to lose if you don’t DIY.

Ahh the mature woman! Something all of us girls grow up to be…well hopefully. As I have embarked on this leg of my personal journey I have noticed more than ever the lack of significance placed on my role, generation and participation in the marketplace.

Is it marketers have counted me out? Do they think I am over the ‘hill’ and no longer am a substanable source of revenue for their bottomline?

It could just be our fascination and even obsession with “being young” but whatever it is…marketers that ignore this market segment are pretty stupid in my books.

November 2009 a white paper titled “The Rise of the Real Mom” was published by Advertising Age written by Marissa Miley and Ann Mack. It’s a refreshing look at just who today’s mom really is and what she really wants. A clear indicator of how out of touch companies are with women in general not to mention mature women!

In one of my favorite blogs covering marketing to women (Wonder Branding published by Michele Miller) she bares witness of how mature women are being undeserved in the marketplace and of all areas…in fashion!

In her article Forgotten Online: Older Women it was stated…

“When asked why the fashion industry continues to focus on ages 18-34, David Grant of ShopFlick (and formerly of Fox TV) responded:

It felt right because it’s what I’ve been doing all my career.”

Mr. Grant is 53.

Not to take the fashion crowd too much to task for virtually ignoring women 35 and older (especially ages 55-64, the fastest growing segment), but too often it seems that the industry can’t see the forest for the trees. The Internet, combined with societal shifts and a changing economy, will be a major force in the “great shake-out” of companies that do what they’ve always done, vs. businesses flexible enough to invent (and re-invent) themselves in ways that cater to the majority market [...]

I love what she said about the ‘great shake-out” of companies! Too bad many of these companies are not listening and not willing to transform. I for one have seen this coming for awhile now and believe we will see some major trouble in the retail sector very soon.

Mature women have been major contributors to the prosperity of business in our country. Yet, I have been seeing a sort of ‘hater’ attitude towards the mature generations going on out there on blogs and media sources and certainly by the fact companies are not focusing much of their marketing on the mature client thee days.

This really disturbs me because despite our generation’s downfalls…we have made and continue to make significant contributions to our world. We certainly made significant contributions in the pockets of the marketplace! Why now are marketers and companies undeserving us? Especially women.

I recently read a post titled ‘Welcome to the frustration decade’ on one of my favorite blogs by one of my favorite forward thinking leaders in 21st century business, Seth Godin. In this particular post he lists two of the most important trends he sees for this next decade one of which is is titled ‘Frustration’.

He states…baby boomers are getting old. Dreams are fading, and so is health. Boomers love to whine and we love to imagine that we’ll live forever and accomplish everything. This is the decade that reality kicks in. And, to top it off, savings are thin and resource availability isn’t what it used to be. A lot of people ate their emergency rations during the last decade. Look for this frustration to be acted out in public, and often[...]

While I agree and even marvel at many of Seth’s observations, I have to say this comment somewhat rubbed me wrong because it joins ranks with those persuasions that have sort of thrown us baby boomers out with the bath water.

The point I am trying to make here is that women have radically changed!  She is smarter than ever, more financially stable than ever, more savvy than ever, more connected than ever and certainly a market segment to be respected and served. Businesses that don’t welcome and embrace the mature woman consumer do not deserve our business. She is not your grandma of old. Surely there are plenty of new businesses out there looking for a profitable niche to serve? Well…come and get it!

Recently I took a road trip from Nashville, TN to Little Rock, Arkansas twice within a two week period! Is there some sort of an award for that? (LOL)

Of course one of the activities that go hand-in-hand with a road trip is making food stops. Even though I knew this would be a fairly long drive, I really had no plans on where to eat on this double trek trip except I did plan on getting some killer BBQ in Memphis which turned out to be a HUGE disappointment! But that’s another story.

I really ended up relying on roadside billboards and state highway signs to help me choose my eating stops.

[Sidenote] Speaking of these important influencers, as a marketer, I believe so many of the eating and dining places that rely on highway traffic are missing out on an incredible opportunity to capture hungry travelers by not using exciting creativity and strategy to ensure those signs really reach out and grab travelers emotions and imaginations to make them WANT to slam on the brakes and come on in. Those billboards are like their own personal roadside theaters! If they would only spend the time and money on them this could bring them a great big fat return on their investment.

Back to my story…
Working with the guides (highway signs) I had to help me make my decision on where and what to eat I found I had to decide on either fast food; and you know that is not going to be very exciting and in most cases very unhealthy for you or I had the option of a ‘toss of the coin type of experience’ pulling into a roadside dive…or lastly a chain restaurant; which is a bit safer of all the choices but takes more time and can certainly be more expensive than my other choices.

I chose fast food most of time out of necessity and what I got was just that…it was the usual experience…nothing special…just some grub. However, I did opt to have a good hot breakfast every time I had the chance on those two trips. To me a good breakfast just adds that bit of excitement one needs to endure those long tedious hours you spend in the car trying to get from point A to point B ya know?

My choice for all four times I stopped to eat breakfast was the Cracker Barrel chain restaurants. I ate twice in Tennessee and twice in Arkansas. Oh, I also made one stop for dinner too to get a hot bowl of soup on a cold night!

I love their breakfasts and I feel no one on the road does it better than Cracker Barrel. Truth be told I really love the Cracker Barrel concept, good ole home style cooking, yum yum!

With all that said though, I was somewhat disappointed with all 5 of my visit experiences for several reasons which led me down the path to ponder while I continued driving down the road…what I would do if I were the one in charge of marketing for Cracker Barrel restaurants.

Let me state my disappointments came not from the food, although I did have two separate incidences with my food preparation. No, it came from what I call the ‘Ditto Effect’ and from the lack of vision to reach the ‘21^st century connected economy’.

So the first thing I would address would be the ‘Ditto Effect’.

Consistency and uniformity are important factors for chains of any size to ensure the customer gets that same ‘chain experience’ no matter what location they patronize.

The best darn example I have seen of this is the chain In-N-Out Burger (please come to Tennessee!) in California. They are the best chain experience hands down in that no matter what location you go to, you get everything exactly the same as the last place and it is always over the top in quality and service.

However, in some cases the Ditto Effect’ is not a good strategy. It really depends on your customer and your type of business model. When it comes to Cracker Barrel Restaurants …yes I like the fact I can get the same wild blueberry pancakes in Arkansas I got while in Tennessee and that goes for the rest of their menu.

What I am disappointed in is the fact is there is so much ‘SAMENESS’ it really does not intrigue me to stop in as often as they should want me to or think about my local Barrel as an eating out option when I’m not traveling.

Their country store is in the same boat. I see almost ditto what I see in one store and the next. This makes for boring shopping in my books.

If I were in charge of the marketing for Cracker Barrel Restaurants one of the first things I would change is eliminate the ‘Ditto Effect’ by changing every store into a Cracker Barrel Presents production where each store is master story teller of their area, region and state it is located in. These could be stories of the history of early settlers and folks of the area, local legends, points of interests, the local famous from the area, local progress, challenges, and contributions, geography, the children and much more would be incorporated in creative entertaining ways as well as a special insert menu featuring local culinary delights. Special events would be scheduled throughout the year such as store tastings of products carried, live entertainment events in the back parking lot (which I have never seen full) guest appearances of entertainers, chefs, and so on.

Bottom-line I would seek to transform this chain into an organization that understood the value of creating customer experiences and emotional moments through story telling theater experiences and delivering dining entertainment and shopping. No longer just a chain where you can expect a good meal and a quaint country store to shop at.

Another major positioning move I would make if I were in charge of the marketing for Cracker Barrel restaurants would be to ensure Cracker Barrel will thrive within all generational cohorts instead of possibly being a long lost memory with the upcoming generations. If you visit any Cracker Barrel you will find the ‘mature’ crowd (baby boomer generations) are the main customer demographics… not many young people or young families are there. Nothing wrong with that except you need to insure you are getting your entire possible market share in this 21^st century economy and to me the younger crowd needs to be wooed into the Cracker Barrel experience so they will take their rightful place in enjoying a unique rural dining and shopping experience.

In order for this to happen I would…

• Start with creating marketing campaigns that would be geared directly to the younger crowd
• Update the Cracker Barrel logo to be more relevant and brand dominate in the minds of their customers
• Create mouth dropping, clever roadside signage that shows “FUN” at Cracker Barrel and delicious food photos and exciting shopping (not ads like ‘Fireside Dining’ BORING!)
• Add family portion meal options (enough for a family of four) and expand kids menu (you know, putting the FAMILY back in your tagline of being a Family Restaurant)
• Create a Cracker Barrel  kids character and entertain and market to the young patron
• Transform the restrooms for the ladies and make them more lounge and pampering friendly and ensure they are super clean at all times (and put the hand lotions BACK please)
• Add a ‘this week’s sale’ insert on all tables featuring a few specials and some clearance (don’t forget the kids) from the store so customers interest can be peaked while dining.
• Setup digital kiosk with hotspots so folks can recharge their cell or use their laptops. This just encourages them to linger and spend more money.
• Create a fenced pet friendly station area outside to let pets stretch their legs and get refreshed. Also sell some unique pet goodies and supplies because lots of folks take their pets with them.
• Take Cracker Barrel to the digital masses by incorporating social marketing and networking into their strategies, creating mobile and GPS widgets, develop a killer website where you can continue on with the Cracker Barrel experience and also shop online year round (their current website is just horrible), email marketing campaigns, and much more digital.
• Believe me…I could go on and on but I won’t

As I said before…I love Cracker Barrel Restaurants and want to see it flourish in the new digital business era we now live in. But they are like many of the ‘old model’ companies out there today that are responding to an entirely new marketplace and an entirely new type of consumer the way they have always done and/or the way their industry does it. That is just not going to get it anymore. Most of today’s upper management, leaders and shareholders don’t understand the new era we are in so they resist it or they feel threatened by it and threatened by those who do know how to transform old model to new models. What they need is to embrace fresh, creative, strategic entrepreneurial experienced (A degree in trench marketing which you can’t get in any of today’s schools, should be the prerequisite you look for) marketing professionals that know how to serve, lead, and appeal to today’s ‘connected society’ and yet still keep true to Dan Evins vision that started the Cracker Barrel Restaurants back in the 60′s.

Their mission is pleasing people and today’s customer really wants to experience that.  If I were in charge of the marketing for Cracker Barrel…

If your anything like me, it represents a “check out” moment from the hustle and bustle of life to reflect on the joys of beings mom (and the sorrows), how far you have come and how far your family has come.

Most of us our adorned with flowers, a gift, or dinner out and those are all such wonderful tokens of love from our families. However, this year I also received a Mother’s Day gift that not only was really special to me personally…but it was an excellent example of 21st century marketing at its finest in my books! Those of us in business should setup and take notice.

Here’s the scoop. I was busy at my computer (I still spend way too much time there) working on my business and an email came in from a dear friend of mine notifying me…

Your friend Patty sent you the following video from CNNBC: “Hazel Nieves Announced as 2009 Mother of the Year.”

I thought at first…wow…about time someone out there knew what I went through raising six children as a single parent!! Of course, I clicked on the link and to my utter delight the video played with all these mentions of me announced as ‘Mother of the Year’ from President Obama to a guy with a tattoo on his arm with my first name!!!!

WOW! I was so excited I then personalized the email and sent it to a list of mothers I know so they too could get the joy of this gift like I did.

You may be saying great for you but how does this help me with my marketing!

Well first, I found out the video has been sent to more than 4,500,000 moms and that does not count today’s numbers or tomorrow!! Secondly, the sponsors of this video have had a flood of emails pouring in thanking them for the video, blogger’s blogging about and just a huge response to what the entire marketing purpose was in the first place and that was to bring attention and TRAFFIC to their organization MomsRising.org!

The MomsRising Organization is dedicated to bring together millions of people who share a common concern about the need to build a more family-friendly America. Started in May of 2006, MomsRising has gained over 150,000 citizen members and is rapidly growing. More than 85 national and state organizations have signed on to be aligned with MomsRising.

There marketing for this cause is soooooooo 21st century in that they understand how to strike the cord of emotion in people and give something relevant to their audience so that they can also share in the purpose and mission of this organization and at the same time in a ‘non-selling’ way help us to understand the need for us to support this cause.

I advise anyone one interested in what I call ‘New Model’ marketing to study their website and strategies. They certainly are doing an excellent job!

P.S. Just because of this ONE video, I not only became aware of them (I never heard of them before), I have signed up as a member, took the time to fill out a ‘refer my friends’ form to help spread the word, and I will begin to get involved with this organization.

Now that is good marketing! That’s good Social Media Marketing!!

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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