Jan 20 2016
A Proper Marketing Plan Is A Kluge
Proper marketing does not consist of picking a few items off of a menu. If a business wants real return on their marketing efforts the entire branding process must be able to connect ALL the dots.
During a recent excursion to a candy store in Savannah, Georgia we were captivated by the process of making taffy and packaging it for immediate purchase (and we felt compelled to capture it with our Sony A7S). This store did it right. Of course Taffy can be made and wrapped in a back room but that’s not engaging. They do it right. In addition to the delicious aromas flowing out of the open doors was a taffy kluge. The process was fascinating and engaging and it makes you want to buy some taffy because you were involved in the process.
The other element of the process that stood out is how it is methodically connected. If just one piece was missing or out of line, all the candy would fall to the floor and not reach it’s final destination of consumption. This goes for all effective marketing. The brand communication and promotion must be connected to get to the end result. And when it does, it’s so delicious. #BESEEN
Jan 14 2016
LOOK at One Word Answer Friday – Business Efficiency
It’s a busy time for LOOK as we enter 2016. We are assisting with PR and event leveraging at North America’s largest boat shows, planning some big event marketing and big time visual merchandising projects and immersing our newest spark plug and social media specialist, Carmen Natschke into our world. There is a lot going on and everything we can do to be more efficient is appreciated.
During the New York Boat Show we were passing time by talking to some sales managers and they were explaining their boss’, “one word answer Friday,” policy.
Avi Laub is a regional sales director for BRP in the North East and has a rule for his team who send him e-mails or texts on a Friday. They can only send a question that can be answered in one word – yes, no, or maybe. “I don’t want to dick around on a Friday,” Avi exclaims. “This forces people to think through their question at a deeper level, forcing them to be more clear and concise. Or ideally they figure out the answer before they ask the question.”
Avi concludes, “If I can’t answer with Yes, No, or Maybe, they need to go back and rethink their question…on Monday.”
We like the idea and the result even more. It’s the simple second grade, “do you like me” note strategy. But lets not save this policy for Fridays only. It’s kind of like the wasted, “Weekends are made for Michelob,” campaign, isn’t it good enough for everyday of the week? Think things through and this is very relevant for your branding and communications. Avoid throwing stuff at a wall and hoping it sticks. Think your strategies through, integrate efforts and use logical tactics to make true progress.