I’ve heard many a phrase, metaphor and analogy around the act of drumming up more business and sales. Hey, look what I did right there! Pah dum pum pum. My question is about where you pound your drum, dial for dollars or press the flesh. Where do you take, put or place your message so that it reaches as many of your ideal target audience as possible? Here’s the analogy answer. Fish where the fish are biting. That’s what many a marketing and media strategist will tell you. It makes sense literally (when you’re trying to catch dinner), and figuratively….
I spoke at a marketing conference about three years ago and recently got a call from the new conference committee chair . Apparently someone who heard me speak back then was now on the 2011 committee, and she recommended bringing me back. “Have you got any new material?” the committee chair asked me. Yes, I did, but I hesitated telling him so. I had just been chatting with a colleague about the notion that for a presentation to be worthwhile it has to be full of new, never-heard-before information, and I didn’t want to reinforce that notion. The colleague I….
Now that you’re looking at people instead of products or profit centers, (see “What’s in Your Bucket: Products or People” post) here are some questions to spark some strategic marketing, advertising, promotion and communication activities: Current Customers/Clients Objective = Retain How can you, your product or service: • Become a more important part of their lives and business? • Increase the depth of the relationship, “share of wallet,” find cross-sell and up-sell? • Foster loyalty and build barriers to prevent outflow? • Expand product/service lines? • Improve communication? Past Customers/Clients Objective = Recover • Do you know exactly why they….
When we want to sell more products and services, it’s only natural to ponder a variety of ways we can hit our monthly revenue targets for each one. What can I do to sell more keynotes, breakouts, webinars, workshops, books, CDs and consulting? (That’s the sound of me pondering.) We tend to look at individual profit centers, products, services, events, separate departments, roles and silos—each in its own bucket. Then I had an epiphany. It didn’t hurt at all. I realized that EVERY business out there, including yours and mine, gets its revenue from the same three buckets—regardless of what….