Mr. Bean vs. Martha Stewart
or Don’t Try Marketing Without A Net
I always admired how Michael Jordan made the game of basketball look so easy. No one could stop him, and he seemed to score at will. He’s only an inch taller than me (I’m 6’5”), so if he can do it, why can’t I? How hard can it be?
How dumb can I be?
Obviously, MJ lived life on a different plane of existence on the basketball court. Because he was so fundamentally sound, and so fully committed to being the best, he made a very difficult skill set look effortless. Similarly, marketing may look like it’s easy to do, but people who try it realize it’s a lot harder than they thought. Here’s a true story that nicely demonstrates this point.
I recently worked with a client who had launched a new software product and wanted to use an upcoming trade show to create a “wow” idea that would draw people into his booth. The software product is intended to automate and standardize classroom instruction for school teachers. His initial thought was to develop a creative concept highlighting how to do it wrong vs. how to do it right, then show how his product facilitates doing it the right way. Not a bad idea in theory, but following through on his idea would have been tantamount to career suicide for him. Here’s the concept in a nutshell:
- The unorganized planner (the kind of person that did not use the new software) was like Mr. Bean, who is constantly scattered, manic, and ultimate ineffective.
- The organized planner (presumably the kind of person that did use the company’s new software) was like Martha Stewart, who is considered highly organized, always in control, and extremely effective.
- Drive home this concept by hiring a Martha Stewart impersonator and have her deliver the company’s presentation in full Stewart-esque persona.
Taking into consideration that 3/4 of the client’s audience is female, and that this very evolved audience would consider it an insult to equate their professional responsibilities with domestic matters like baking and crafts, my client was driving towards the end of the cliff and continuing to step on the gas pedal. He needed a dose of reality, and thankfully he was receptive enough to scrap his idea entirely and allowed me to develop a different concept. The idea we went with was a huge success, and helped the company exceed the pre-determined trade show ROI.
The lesson to learn with this story is that marketing is actually pretty hard, and it’s definitely in your best interests to utilize a marketing professional. We marketers can see things from the customer’s perspective, and our experiences help us to determine the differences between boring, interesting, and downright nutty. Just like Jordan, we can hit those clutch 3-pointers at the buzzer.
May 27, 2009 at 1:25 am
“If you ain’t dialin’, I ain’t smilin’.”
“Fill the pipeline and sort it out later.”
“All leads are good leads.”
We’ve heard them all before. Most people (and seemingly all of my past bosses) equate number of leads with quality of leads. Go to a trade show, have a giveaway contest in the booth, collect 3,000 leads, and consider the show an unparalleled success. Unfortunately, once the smoke clears and the afterglow of the show has passed, you soon realize that those 3,000 leads were nothing more than “trick or treaters” looking for a freebie to take back home. After spending six months chasing down all 3,000 leads, you discover that only 35 of them are actual revenue-generating customers, and only half of them are ready to make a purchase decision. In the end, you’ve spent $100,000 on a trade show that netted 12 customers and generated $150,000 in sales. Take into consideration all the efforts to get the booth ready, manning the booth, and time that the salespeople were out of the field, and suddenly you find yourself in a conversation with your manager about cutting back the number of shows your company attends next year.
The problem, of course, is not the show. Rather, it’s the way you pre-define prospects, leads, and customers. For every marketing program — whether it’s a trade show, advertising campaign, webinar, etc.— you need to have a game plan before, during, and after the event. You need to take the time to fully understand the customers, the needs of those customers, the sales process (see my “Lily pad” marketing entry for more info on nurturing a prospect into a customer), the messages that will resonate with customers in a differentiating manner, and the most effective medium with which to communicate. Complicated? Absolutely, but not on the rocket science level. Effective? Without a doubt.
I’ve helped many companies and clients with their lead generation needs (here’s a success story from my website), so if you’re looking for someone to help you, give me a shout.
May 22, 2009 at 12:32 pm