Friday Night Marketing News from Mediapost

As I wrap up the year, thanks for your support, thanks for your contributions, comments and feedback and stay safe tonight.

In 2011, Collective Wisdom will continue with at least 3 updates daily, 7 days a week including holidays. I am also launching another blog focusing on Social Media. More details next week.

Click and read:

by Nina Lentini
Although we cover a dozen or so industries from automotive to electronics to retail, when it comes to attracting readers to our stories — well, we are what we eat, apparently. …Read the whole story >>
by Sarah Mahoney
When it comes to what consumers do when they go shopping, Marketing Daily readers want to know two things: Who’s spending (especially if it’s Gen Y), and how much are they spending? Here are the top 10 retail/consumer behavior stories of the year. …Read the whole story >>
Food and Beverages, Restaurants
by Karlene Lukovitz
Twenty eleven saw food/beverage and restaurant brands pulling out the innovation stops in response to economy-driven “new normal” behaviors — the former to combat private label incursion and capitalize on more at-home eating, the latter to woo consumers out of their homes at mealtimes. The common ground: CPG’s and foodservice brands alike devised highly creative ways to harness social media. …Read the whole story >>
Tourism, Travel
by Tanya Irwin
There’s no power like star power, as evidenced by the attention Marketing Daily readers paid to a story about superstar Beyoncé Knowles starring in a Super Bowl spot for Vizio. …Read the whole story >>
Electronics, Telecommunications
by Aaron Baar
If there’s a new technology or media platform that can enable marketing programs, Marketing Daily readers want to know about it, judging from the most-read stories of 2010 covering the consumer electronics and telecommunications industries. …Read the whole story >>
Automotive, Packaged Goods
by Karl Greenberg
My most-read story in 2010 was about social media. No! Wait. Really? Social media? No surprise, social was the “it” platform for marketers in 2010, and pundits have said it will be so this coming year as well, as metrics become more systematized and go deeper than mere hits and leads. …Read the whole story >>

Because Everything is your Marketing

from Villing & Company:

Fix Your Broken Windows

Lesley Langfeldt
Lesley Langfeldt

Fix Your Broken Windows

The broken windows theory states that monitoring and maintaining urban environments in a well-ordered condition may prevent further vandalism as well as an escalation into more serious crime. In his book Tipping Point, Malcolm Gladwell writes,

“Broken Windows was the brainchild of the criminologists James Q. Wilson and George Kelling. Wilson and Kelling argued that crime is the inevitable result of disorder. If a window is broken and left unrepaired, people walking by will conclude that no one cares and no one is in charge. Soon, more windows will be broken, and the sense of anarchy will spread from the building to the street on which it faces, sending a signal that anything goes.”

Broken windows in business occur when someone doesn’t care enough to pay attention to the details. And why would anyone do business with a company that doesn’t care?

Do you have broken windows? Whether it is wallpaper that is starting to peel, a stained ceiling tile, or a receptionist who doesn’t make a customer feel welcomed, fix your broken windows. Your brand encompasses every customer touch point. If you want to create a consistent brand image in the minds of your customers, make sure every experience is as they would expect. Your customers notice more than you think.

If you would like to receive your own personal “subscription” to Villing & Company’s News & Views, click here to get free updates by e-mail or RSS. If you prefer to get updates on Facebook, visit the Villing Facebook Page and click the “Like” button next to our name.

The Right Focus

from my email:

Sales Tip #78

Dated: 13 December,2010

It is not what the product costs, it is what it saves and earns for the buyer. Remember this when you speak with your customers.

Action Step

Cost is simply one element of the transaction. If a client can be convinced of the added value of a product – how much it can save them further down the line or what it may earn them in future – then the issue of cost fades into the background. As a salesperson you need to demonstrate to your clients how they will benefit from buying your product. Do not focus on the cost. Rather focus on what they will receive by investing in the product and how they can gain an advantage from it. Put the spotlight on the benefits and the issues of cost are far outweighed.

Click here to read this post at The Science and Art of Selling by Alen Majer.

602-100 Strachan Ave, Toronto, ON, M6K 3M6

Thursday Night Marketing News from Mediapost

30 hours left to 2010. Spend them wisely.

Click and read:

by Sarah Mahoney
Describing it as a “makeover on steroids,” the Cincinnati-based retailer will seek nominations through its Facebook page, with finalists decided by Facebook voting. The winner will get a total reinvention from Clinton Kelly, Macy’s style expert and co-host of TLC’s “What Not to Wear.” …Read the whole story >>
by Tanya Irwin
“We believe that MMOs will overwhelm the video game market in 2011,” according to GamersFirst. “Gamers will have more MMOs than ever choose from, giving players a variety of games and publishers the biggest marketing challenge. Overall, there will be an MMO catering to each niche of gamer very soon.” …Read the whole story >>
by Karlene Lukovitz
Just 13% of beer drinkers currently express a preference for domestic craft or microbrew beers, compared to 43% for domestic and 22% for imported. However, 59% say that they like to try craft/microbrew beers, and 51% say that they would try more of these if they knew more about them, Mintel found. …Read the whole story >>
by Karl Greenberg
Kelley Blue Book has come out with its list of new nameplates that the firm thinks will develop a following next year. These aren’t redesigns, or next-generation cars and trucks bearing familiar nameplates. Rather, they are entirely new vehicles by automakers hoping to make forays into competitive territory. …Read the whole story >>

Social Tips for 2011


Three Ways to Influence Your Influencers

“In simplest terms, businesses are no longer in complete control of their products, brands and messages,” writes Susan Gunelius at “End-users are now in control.” And those end-users are largely influenced by so-called prosumers—brand and product advocates who use blogs, social networks and forums to shape opinions.

“To stay competitive in this ever-changing environment,” she says, “businesses must learn how to harness these forces to their advantage.” And once you’ve identified your key influencers, Gunelius recommends that you take the following steps:

1. Join the online conversation. Find out where your advocates congregate and open a dialogue. “It takes time and persistence to get on the radar screens of prosumers,” she notes, “so be sure to consistently participate and offer information and insights that add value to the conversation.”

2. Develop relationships. You want to appear human and accessible to any customer you encounter online, but step it up for your prosumers. Send them products and ask for their opinions. Leave comments on blog posts. Send @ replies on Twitter. “Like” a status update on Facebook.

3. Avoid self-promotion or direct marketing. “If they have a relationship with you that is already built on trust and respect, and you don’t try to sell to them, but rather offer products, information and insight for their consumption,” she says, “they’re more likely to value what you give to them and share it with their own audiences, particularly if they believe your product or business can benefit their audiences.”

The Po!nt: Prosumers will talk about your product or service one way or the other—so give them the tools and incentives to deliver the message you want them to send.


Becoming Distinguishable

Are you following the same formula as everyone else?

This week I signed up a new advertising partnership on one of the radio stations I work with.

He is also going to use some other media including at least one other radio station. Each form of paid media is creating their own advertisements.

I had two challenges. First of all, was to distinguish myself in a meaningful way that he would want to spend money with us.

But the second challenge is just as important, and that is to distinguish his business from his competitors.

I have a plan in place and we start January 1st.

For more on this subject, check this out from Drew:

Marketing tip #81: Do you know what they notice?

Posted: 11 Nov 2010 01:46 PM PST

Collegematerials You probably bust a hump (and a decent budget) getting your prospects to notice you.

You study the demographics and know who your target market is. You are an expert in your industry. Your product/service is exceptional. Your marketing materials are professionally produced and tested well with the focus groups.

You got all of the big things right.

And you still may have it wrong.

So often, it’s not about the big things. It’s about the details. The tiny little thing that becomes the deal breaker or the deal maker.

Let me give you an example. My daughter is a high school senior and due to a lot of hard work on her part, a very successful student. As a result, she’s being aggressively pursued by many colleges.

The mailbox is bulging every day with stunning four color brochures. She is receiving letters inviting her to bypass the regular application process and guarantees of academic scholarships of significance.

No argument — all of these things are the right things. But she isn’t noticing.

What’s she’s noticing is that one school seems to hold her in even higher esteem. Because they send handwritten notes. They take the time to attach a personal message on the drama page of their brochure because she’s a drama kid. They send postcards telling her what’s happening on campus that she might enjoy.

We toss around words like authentic and transparent. But you know what — it’s a lot easier to talk about than it is to actually do. It takes a lot of time to get the little things right. And you have to be able to sustain it.

So here’s the question — what little thing could you do that they would notice? And do you want their business badly enough to commit to doing it?

Moving Mountains

from my email:

Daily Sales Tip: Overcoming ‘Sales Inertia’

For top closers, the biggest obstacle is often the fact that a prospect has been doing business with one supplier for so long, they don’t see any compelling need to change.

Instead of accepting the fact that prospects with entrenched suppliers are not worth the effort, the best closers do research and ask questions up front to uncover areas where the existing supplier is coming up short.

They may also focus on benefits they offer that the existing supplier cannot, and use those as a way of making the prospect at least consider a change.

Source: From Sales Presentation Techniques (That Really Work), by Stephan Schiffman