New & Shiny Stuff

In the 25 years I've actively been part of business marketing, I've seen numerous out-of-town marketing/consultant "gypsies" that promise the world. They come in with an Elonesque chain saw, cutting costs (or at least that's what they say), eliminating the old and bring in their shiny new things. Most of this takes place in the owner's office or on a lunch date at a local restaurant. We recently had one just this past month and boy-howdy was it a gem. I'm sure there was a 20 page Powerpoint presentation with bar AND line graphs. Buyer BEWARE!

I get it. There's something to a new car smell or fresh ideas coming from a corporate template sizzlin with opportunity and promises of a brand new "Business Branding" package. What may appear to look good on paper, doesn't always pan out in the end. Ask yourself this: Would you delete your profile or business page to start over because you don't know if what you're currently doing is working best? Hell to the NO! You see, that new car smell you might be innamerred with is just a fragrance fluffer. Marketing, much like classic cars needs dual objectives- Find new, innovative content to your current followers while simultaneously coming up with fresh finds to attract new customers.

Back in my radio days, we learned about "branding a business". Color schemes, logos, taglines and even musical imaging. You stuck with it. You changed your message but remained steadfast in your branding. (We're looking at you, Cracker Barrel).

That's a solid approach- but these days, it's all about impressions (eyes on the feed) that get your new followers. It's a balance. Sure it takes some money to boost on Google or Social Media, but if you boost boring content, you can feel the folks hit the unfollow button.

Let me leave you with this thought: Just because someone is good at marketing themselves, that doesn't mean they're good at marketing their clients. We've seen this locally. Podcasts, fancy cars with logos, a big support team, etc. But when it comes to the paying client, some agencies or marketing firms don't do the daily work to keep your feed fresh. It's not just a lunch special posted, it's a great picture in a creative graphic tempting your tastebuds. It's not just a new product, it's finding how to use great copywriting that uses emotions, humor, friendly banter or important information that creates success. It's not an event (unless it is actually an Event), it's a process.

And one we hold near and dear to our hearts. Remember this: You're not selling a mattress, you are selling a perfect night's sleep. So please. Read feedback. Do the research. Don't just fall for the new shiny thing from out-of-town gypsies.

"If you do what you love, you'll never work a day in your life". Mark Twain

Cheers to you and thanks for reading.

Perry