I Dare You to Stop!

November 29, 2011

 

In a recent strategy meeting with some of our favorite clients they got to do something they haven’t done in a long time. They stopped and took a breath! They created a 2012 mind map for their brand. With crayons. They had FUN. They took time to THINK. This was just one of their comments:

“I don’t remember the last time I just sat and thought about the business.”

Sound familiar? Yeah, I see your head nodding feverishly. It’s something, isn’t it?! You’re in a position to lead and develop people and instead you’re busy playing fire fighter every day. This is the ‘norm’, right?! It’s what you have to do to keep up. If you slowed down or STOPPED you’d never get everything done. Work would pile up. Fires would burn out of control. People would be let down. Consider this idea from leading author, speaker and coach, Steve Chandler.

“The best seminar I could ever really give would be to put the people in a room, give them a blank pad, have silence pumped in, and allow them to simply sit and jot ideas down about what they would like to create in future days, and how they might like to bring miracles about and why. That would be a wonderful, wonderful eight hours for them, unlike anything they had ever done in their lives ever before—a full day of silence. Just with their own thoughts, because so many inspired things bubble up. That’s why people say they get their best ideas on vacation, or they get their best ideas in the shower—it’s the only time they’re away from this frantic, addicted inner mental activity.”

I’ve personally been inspired by many of his books, but this year I had the distinct pleasure of spending an entire day with Steve. It was like the difference between reading about the Eiffel Tower and actually experiencing it in person. Steve talks alot about slowing down. STOPPING. THINKING. At first, it sounded crazy to me. I thought, stopping and thinking…how’s that going to help me get more done? Reach customers? Be more successful? Absurd, right?!

It actually works. Let’s get started.

1. CHOOSE A TIME —Yes, actually schedule time to think. You put everything else in your calendar—workouts, meetings, reviews, sales calls. So, schedule some time to THINK. The key is to start small. Carve a 15 minute window into your day. The ticket is to create the space. “If you build it they will come.” When you create the space and honor it by “showing up”, the ideas come.

2. PICK A SPOT —I have found that you have to plan ahead. Decide in advance where this sacred space will take place. Mine has happened everywhere from the center of my garage floor (not kidding), to the back yard, the beach or a local Starbucks. Consistency is good, but some people thrive on variety, so you experiment and decide what works for you.

3. SHOW UP —If you schedule a meeting with yourself, make sure you honor it and show up. Don’t brush it off because something else comes up. Treat it as a true sacred space. A premium chunk of YOU time. You deserve it. You need it. You’ll be better for it.

4. SHUT UP —This may be new for some of you, but I recommend you start with silence. No headphones. No iphone. No pals. Just you and your thoughts. You may be surprised what’s brewing up in that intelligent noggin of yours. Don’t be worried if nothing profound comes to you the first time. Or the thirty-first time. The point is just to be. To think. To stop.

It’s not essential, but having a journal handy or your favorite notebook and a pen at the ready isn’t a bad idea. I liken it to those nights you can’t sleep and churn up some amazing ideas, but forget to write them down. Then morning comes and you can’t remember one of those brilliant epiphanies.

I’ve accomplished more in the last year by slowing down then I ever thought possible. Giving myself permission and the space to stop and think. It’s a crazy notion, but one that yields amazing results. So, I dare you to stop! Try it for one week and let me know how it goes. (get all crazy and use some crayons)

Have fun!

“Success is a process of diverting one’s scattered forces into one powerful channel.” -James Allen

Allison DeFord POSTED BY: Allison DeFord| 2 Comments

Why We Do What We Do

November 10, 2011

Courtesy of our heroes at Café Creative KFT

Lori Sallee POSTED BY: Lori Sallee| 3 Comments

We Don’t Need Social Media

November 3, 2011

Have you ever had this thought? Uttered it out loud? “We don’t need social media. Our customers won’t find us there.”

We hear this phrase often in the building products industry. Ironically, it’s reminiscent of 10 or 15 years ago when we recommended clients put up a website. They didn’t think that was a necessary or viable marketing vehicle either and, now, can’t imagine NOT having one.

The point is this, social media may seem like new and unchartered territory, but it has quickly become part of our culture, much like websites and reality TV. Obviously, one better than the other, but I digress. Since this has become a recurring conversation, it only feels natural to talk about it here, with you.

Take a look at this and consider something we call, the POWER of ONE:

The Power Of One

As you may know, there aren’t loads of current social media statistics directly related to the building products industry, however, this should not be a deterrent. Let’s think bigger, for a moment, and consider the super-set, “U.S. adults.” Then let’s drill down and focus on a more relevant sub-set, “B2B companies.” Consider these recent stats from SocialMediaB2B.com:

Experience

+ 53% of B2B companies have been using social media for longer than one year

Budgets

+ 68% of B2B companies spend 5% or less of their revenue on marketing

+ 40% of B2B companies expect their 2012 marketing budgets to increase

+ Social media spending will increase 3% in the next 12 months and 9% over the next five years for B2B companies

Social Media Mix

+ 66% of B2B companies use social networks in their marketing mix

+ 7. 34% of B2B companies include blogs in their marketing mix

+ 58% of B2B companies using social networks are using LinkedIn

+ 9. 57% of companies have acquired a customer through LinkedIn

Blogging

+ 57% of companies with a corporate blog have acquired a customer through blogging

+ 72% of companies who blog weekly have acquired a customer through blogging, 78% have who blog daily. And 89% of companies who blog multiple times a day have acquired a customer through blogging.

Metrics and Analytics

+ Only 28% of B2B companies calculate ROI on even some of their marketing campaigns

Mobile Trends

+ 52% of BlackBerry users are planning to switch to iPhone 5

+ 59% of B2B Decision Makers Researching with Smartphones

 

Inbound vs. Outbound Marketing
Are you marketing the same old way? Let’s take a look. (Pssst! This has alot to do with social media)

Outbound (OLD)

  • one way communications
  • customers are sought out
  • rarely educates or entertains
  • not alot of value

Inbound (NEW)

  • two way communications
  • customers come to you
  • entertain or educate
  • provides value

Inbound marketing costs 62% less per lead than traditional outbound marketing. That’s SIXTY-TWO! 3 out of 4 inbound marketing channels cost less than outbound. Inbound marketing is also trackable, so calculating ROI (Return on Influence and Investment) is easier to do. The internet has revolutionized how we find, buy, sell and interact with brands and their products and services. The new age of Inbound marketing is about providing added value and earning customer loyalty.

Putting social media into your marketing mix is a cost effective way to engage with customers like never before—positively impacting your sales team, bottom line and ultimately your brandhood. The conversations may live online, but the reach is everywhere. Just because you’re not in the conversation, doesn’t mean it’s not happening without you. 

It only takes the POWER of ONE to make a difference. 

 

Allison DeFord POSTED BY: Allison DeFord| 1 Comment

Say Something New Inside a Fortune Cookie

October 27, 2011

5 Ways to Become a Star at Your Next Trade Show

So what do fortune cookies have to do with trade shows for building products? Nothing, really. But as a totally unexpected medium for your brand message—part of your overall show strategy—they’re a fun and inexpensive way to pull prospects into your booth and start a conversation.

But this post isn’t about fortune cookies. It’s about making the most of your 2012 trade show investment.

I know you’ve probably had some pretty successful shows in the past. You’re not new to this. But how are you measuring just how successful the shows have been? Are you taking advantage of all the leads you’re acquiring? Are they qualified leads? What’s your ROI (Return on Influence)? If you aren’t sure, you’re not alone.

After more than 20 years of working with clients in the building products industry, I’ve seen a disconnect that often stems from treating trade shows as individual events rather than integrating them into the overall brand-communications strategy.

Now, with the economic pitfalls that have paralyzed this industry, I know trade show exhibition has been put on the back burner for many of you. It still stands to reason, though, that the sheer power of trade shows to cost-effectively connect with hundreds—even thousands—of customers and prospects makes them an important way to showcase your brand.

Taking the time to strategize before embarking on your 2012 trade show program—and, in particular, pre- and post-show communication—is the most effective approach. Here are 5 ways you can effectively maintain brand consistency and reach brand stardom at your next trade show:

1. Stakeholders and Strategy
Kind of sounds like a Milton Bradley® game, doesn’t it? Get together with all key stakeholders and your creative team well in advance of the show to discuss overall strategy. Your creative team can help you formulate the best way to let your brand shine. Discuss the core messages you want to convey and how you can bring them to life.

These planning meetings should yield a succinct strategy for connecting with attendees before, during and after the show. The strategy will address how you will achieve your goals, influence exhibit design, and act as a script for your next blockbuster show.

2. Booths in the Zone
In a recent Marketing Profs article Stephanie Janard interviewed industry expert Les LaMotte, founder and CEO of Xtra Lite Displays (www.xtralite.com). According to Les, the key to maximizing booth traffic is to make sure the booth commands attention at several distances, starting with about 30 feet away. Your booth needs something eye-grabbing that attendees can spot from that distance. “Side wing” displays that catch attention from several aisles are also a good option.

The Big 3
1 The Memory Zone—about 15 feet away.

2 The Sensory Zone—close enough to interact with booth materials and demos.

3 The Data Zone—as much a state of mind as a particular proximity, the Data Zone is where booth visitors are looking for evidence that your product or service will solve their problems.

3. Loud and Clear
Competition at trade shows is fierce, and many companies think creating an exhibit with a “wow” factor is the ticket to generating traffic. Although you certainly want your exhibit to be visually effective, it’s critical to make sure the brand doesn’t get diluted in the process.

Instead, focus on creating clear, concise messages that support your brand attributes and resonate with the target audience. Start with words on paper. Seriously. You should be able to express your core message in one sentence. Once that’s established, building on it visually becomes easier and ultimately more effective.

4. Social Bee
Engaging socially with attendees prior to and during the show can have an extremely positive impact on attendance and participation. It isn’t, however, something you should use as a one-off campaign communication. It should be part of your overall marketing efforts. Social media isn’t a solution. It’s a tool. A way to become more intimate with your audience.

You can use social media tools to create curiosity and anticipation prior to a show. It’s a vehicle for being human. Let’s face it—your company isn’t about a tool or a widget. It’s ultimately about people who make something for people. I recommend having a point person to be your social voice. Make someone responsible for monitoring the conversation. This person can also blog about the sensational things that are happening during the show and stay connected with attendees long after the show is over.

5. After Glow
Everybody’s all excited and gung-ho during the show—preparation, dinners, drinks, enthusiastic conversations. But what happens after the show? Here’s where the ball gets dropped—little or no follow-through with the new “show” friends you’ve made. Capitalize on everything you’ve worked so hard for. Follow up with a thank-you letter. Ask them to stay in touch by subscribing to your e-newsletter. Socialize with them via Twitter and Facebook.

Measuring your effectiveness is also paramount. Utilizing a toll-free “trade show” number is a great way to track response. You can also capture important information via an online survey. Find out what resonated with them most. Coded response cards are another way to glean information and connect post-show.

Need help mapping out your trade show strategy?
Download our free Guide to Trade Show Stardom for Building Products Professionals.

What’s your trade show track record? Any big hits or misses? I’d love to hear from you. Here’s to creating a sensation and saying something new!

Allison DeFord POSTED BY: Allison DeFord| 1 Comment

Everyone Crazy ‘Bout A Sharp Dressed Brand

October 7, 2011

6 Ways To Make Your Brand A Rock Star
 

“Clean shirt, new shoes
and I don’t know where I am goin’ to.
Silk suit, black tie,
I don’t need a reason why.
They come runnin’ just as fast as they can
coz every girl crazy ’bout a sharp dressed man.”*

Make your customers crazy about your brand – and be a rockstar in 2012! Take an inventory of your signature line up:

1. MESSAGING
Do you have consistent messaging that differentiates your brand in the industry? Many companies in the building products industry are attempting to differentiate themselves by saying the same things: QUALITY, CUSTOMER SERVICE, SOLUTIONS. If everyone is saying the same thing, is it really a differentiator for you? The answer is NO. Make sure you have captured your “single thread” – the one thing that your brand can own that makes it different from all the rest.

2. PRINT
Is your printed literature up to date, or are you “using up” old stuff? Using outdated or incomplete catalogs, brochures and other sales collateral is like singing the same song over and over again. Not interesting. It signifies that things in your company are stagnant – when that COULD be the farthest thing from the truth. Keep your audience tuned in to just how dynamic your product line is and remind them how it benefits them to buy from you.

3. ONLINE
Are people standing in line to visit your website? Is it easy to use and navigate? Are ALL your products/services completely represented online? Can a user get anywhere in 3 clicks? Do you have an active blog where you are posting company and industry-related content? Your site represents your company 24/7. It’s got to be a hit. It’s like a great agent—representing you, promoting you, consistently and cleverly attracting the right attention.

4. CONTENT
Do you have an effective content strategy? Do you have a dedicated person or team of people that are actively involved in creating, scheduling and delivering content about your products/services online and in print? BtoB magazine recently asked top marketers what they were focusing on next year and all of them said content is a top priority. BtoB’s digital marketer of the year, GE’s Linda Boff, said the opportunities in digital (videos, photos, pure content, apps) are rich, but the single biggest area GE will be focusing on next year is content. How about you?

5. TRADE SHOWS
Do you have a 2012 trade show strategy? (Before/During/After) Are you taking advantage of pre-show connecting? If the answer is “no”, you’re not alone. Driving qualified traffic to your booth takes far more than adding a “visit us at Booth X” graphic to your industry pub ads. There are so many ways to connect pre-show and start the conversation ahead of time. Once at-show, those leads are already warm. Your sales team will thank you. What are you doing to connect post-show? With a trade show strategy in place, you’ll know exactly whose responsible for follow up, how they’ll do it and when. Your targets will be clearly defined. There will be no question whether or not the show was a chart-topper.

6. SOCIAL MEDIA
Are you rockin’ social media marketing? 90% of the building products industry is invested in print; create the unexpected buzz online. Be the 10% that capitalizes on that opportunity. Be active on the big three: Twitter, Facebook and LinkedIn, Stay abreast of the changes on each network. Did you have a Social Media Strategy in 2011? Do you have one for 2012? Its a must. Many B2B marketers in the building products industry are still questioning whether or not social marketing is something they should engage in. Let me just remind you that ten years ago the same people were questioning whether or not they needed a website…

Rocking center stage doesn’t happen overnight. There’s a lot that happens backstage. Make sure your roadies plug in the strongest brand amplifiers: messaging, print, online, content, trade shows, and social media.

They’ll come runnin’ just as fast as they can, coz everyone’s crazy ’bout a sharp dressed brand.

If your brand was a famous rock band, what would it be called?

*ZZ TOP lyrics are property and copyright of their owners.”Sharp Dressed Man” lyrics provided for educational purposes use only.

Lori Sallee POSTED BY: Lori Sallee| Leave a comment

R.I.P. Steve Jobs

October 5, 2011
There are precious few people who lived and contributed like Steve did to this world.
Although I did not know him personally, I felt his incredible energy and spirit
through the company he created and the products that redefine communication and work in my everyday life – and countless others.
I am reminded of a quote from one of my favorite movies, “The Cowboys” starring John Wayne.

“Death can come for you any place, anytime.
And its never welcome.
If you’ve done all you can do, and it’s your best,
In a way I guess you’re ready.”

- Will Anderson (John Wayne)
“THE COWBOYS”

Lori Sallee POSTED BY: Lori Sallee| 1 Comment