Pumping Out Intrusive Marketing

Pumping Out Intrusive Marketing

In a small office, a marketing manager had an idea. Why not use gas pumps as an advertising network? Put TV screens on each pump, turn up the volume and sell ad space. Think of all the loud, ten second TV ads companies would buy who sell goods at the gas station.  It would put their marketing message on the pump where the customer was standing and couldn’t look away. There would be no control by the customer to turn it off or turn down the volume. Pure annoyance.  The marketing manager never considered how annoying this would be for consumers. His only interest was revenue, not experience. He didn’t care if the messages were an interruption to the customer who just wanted to fill his tank not his head with annoying, uninvited ads.  The manager’s task wasn’t to enhance his customer’s visits; he was told to find a way to make more money. Feeling Hosed Marketing at its best doesn’t interrupt or interfere with your daily routine. It is empathetic to the human being. It doesn’t yell and screams at you when you need to fill up your car. It doesn’t blare a message to come inside and buy SNICKERS, SLIM JIMS or SALTED PEANUTS. Intrusive messages make you turn your head away, and seek out a different experience next time. I no longer buy gas at the most convenient location because of the annoying, commercial-filled pump. Instead, I buy gas at a station that just sells gas at the pump. Are you pumping out your message and driving away customers? Is your message based on permission or intrusive?...
Job versus Starting a Business

Job versus Starting a Business

A few months ago, I had an inquiry to do some coaching with a woman who was struggling to decide if she should start a business or accept a job. She reached out to me because she was a regular reader of my blog and thought that I’d have a helpful perspective. She knew I had owned a business and had several jobs during my career. We talked for a few hours. The following is a summary of seven pieces of advice. Maybe it will be of help to you or someone you know.  Seven Pieces of Advice: Job versus Starting a Business  JOBS ARE EASIER. You don’t have to worry about every, single detail when you accept a position. You work hard, but you often get to work somewhere with an infrastructure in place and with others who are working together toward a common goal. You don’t have to get the work and then do the work. Usually, you just do one of them, not both. As an entrepreneur, you must do it all. If you are at the stage in your life where you have dependents relying on you, a job can provide benefits and some security. Most people get addicted to the W2.  STARTING A BUSINESS IS ALL CONSUMING. A business needs a product or service, a target audience, demand, structure, and value. You begin with a blank piece of paper and try to articulate what you can offer someone that customers There isn’t anyone else to lean on, at least in the first few years unless you have the capital to hire staff or if...
Uniformed Marketing

Uniformed Marketing

Ellen Bennett was a nineteen-year-old cook working in Mexico and attending culinary school. She got an inspiration to create amazing apparel for chefs. Today her LA based business focuses on creating high-end durable aprons, chef gear, and other kitchen fashion. And she does it with panache which isn’t French for breakfast. Hedley & Bennett Each product is handcrafted from start to finish using top grade American canvas, raw Japanese selvage denim, and European linens. Made in LA, these unique pieces are built to last — each fabrication detail carefully considered and tested to handle the rigorous hustle and bustle of a professional kitchen. She believes when you look the part, you feel the part and thus perform the part like a boss. Aprons in 4,000 kitchens. After working at LA based Providence restaurant, she felt the traditional white apron was too uniform and dull.  No one ever thought about making custom aprons that people would be happy to wear and would give them confidence in their daily hustle. Check Out The Apron Squad It takes twelve people to make one of her beautiful aprons. Each one has structure, stitching, and beautiful design aesthetic. She uses Instagram to celebrate her loyal fans who she refers to as the apron squad. She encourages her raving fans to celebrate their hard work and passion for food. Apron squad members include Mario Batali and Martha Stewart just to name a few celebrities. Every package she ships to customers always comes with a little, extra gift to support the community she serves. Sometimes she promotes products of others like any loyal member of a...
Website Visitors Welcomed

Website Visitors Welcomed

I’m looking at using software from a company called Lead Forensics for some clients interested in business development. Recently, they recognized that 98% of the traffic to their website wasn’t identifying themselves. If you are focusing on generating leads, that is a lot of interested visitors being ignored because they don’t self-identify. If you think of your website like a tradeshow booth, imagine one hundred people coming by your booth and standing and looking at your company for 2 minutes, but only 2 percent (2 people) ever strike up a conversation. The rest keep moving along. Who are those 98 people? Where did they come from? Are some of them showing signs of interest to buy? Lead Forensic and Website Visitors Lead Forensics provides you with a small code that you paste into your WordPress site. It gives you the opportunity to know what businesses have come to your site and their location. You can’t tell which individual has visited, just that a company has stopped by to poke around. I tested the software on my website to get a first-hand understanding of how it works. The cost is considerable for most small businesses, but if you could identify just a handful of leads who seem unusually interested in individual pages on your website, that data could be quite valuable to enhance lead generation. For a business to business firms, this information can be useful to business development professionals. Knowing that individual companies have found their way to your site means that there is some degree of interest in what you do. What if you could get to that...