Notes from a Google Conference

I recently attended a three-day marketing conference focused on Search Engine Marketing (SEM) in general, and the 800-lb gorilla in this field, Google. Here are some of my key marketing-related takeaways from this event:

* Every business that wants to build an online reputation/following MUST understand and utilize Google.

* Bing will become a bigger and bigger SEM player.

* Facebook offers a plethora of marketing opportunities, including very targeted advertising.

* People LOVE testimonials. These should be placed on a company's web site home page.

* People REALLY LOVE video testimonials.

* Search Engine Marketing (SEM) is a combination of: SEO (organic searches, driven by high-quality content/keywords), links, and pay-per-click (PPC) campaigns.

* Google still places a high priority on links, both having links on your web site and, even more importantly, having links to your web site on other web sites relevant to your business.

* The highest marketing return-on-investment (ROI) still comes from email marketing done to existing customers.

* What is the second largest search engine behind Google? YouTube. Be there or be...lost.

To learn more about Google and online marketing, please contact me at (707) 568-7322.

To online success!

Winning in Your Niche

Here is a link to a recent article I wrote for the Riches in Niches blog, talking about web content and Search Engine Marketing:

http://richesinnichesblog.com/2011/05/guest-blog-content-marketing-7-steps-to-winning-in-your-niche/

The Element of Surprise

I've been drawn to Chef Eric Ripert (see pic) of Le Bernardin in New York City for the simple fact that Le Bernardin has, in my opinion, a KILLER web site. (I've been researching web sites for a client, who is in the process of re-designing their own site.) The Le Bernardin site features fantastic photography, great navigation, and I LOVE LOVE LOVE the "background sounds" on the cuisine page. Killer, killer, killer.

And then last night I happened to see Chef Ripert on a food/travel show, and he said something during a meal that really struck home with me: He said (and I'm paraphrasing a bit), that during a special meal, people "...want to be surprised, and to have an experience." Yes and yes!

One of the great delights I have when dining out is to see something new/different on the menu. And then when I try this new "thing" and its fantastic, yes! (I had this experience recently at the French Garden Restaurant in Sebastopol. I tried, for the first time, their Salmon Rillette, and WOW -- fantastic!...to the point where I have now sought out the perfect glass of wine to go with it, for my next visit.)

Chef Ripert's comments go beyond food and restaurants. EVERY BUSINESS could benefit by focusing on "surprise" and "an experience." All consumers WANT to be (pleasantly) surprised (at the quality of customer service) and have a great (buying) experience.

Want your restaurant -- or business -- to grow? Create surprise and a great experience for your customers, and it will.

One New Idea

Here's one idea from Tim Polk Communications to help jump-start your marketing efforts:

People Still Read (Really?) Newspapers

Yes, they do. For local marketing efforts, don't neglect the power of your local newspaper. With staff and budget cuts, and the addition of online blogs, newspapers and reporters are LOOKING FOR CONTENT. This is particularly true for restaurants, as most papers have a food and wine section. One of my clients recently ran a week-long special, and tracked (via a customer survey) where people heard about the special. A few said our radio ads, a few were regulars...but the vast majority of customers said that they saw the short (three paragraph) note in the local newspaper's Food & Wine section.

To get short notices -- or, perhaps, an actual article -- in your local newspaper, consider the following:
1. Send short, concise, fact-based information in an email.

2. Send the email to a specific person (most newspapers and blogs now list email addresses, either in the paper itself or on their web site).

3. Include your information in the body of the email, NOT as an attachment (too many concerns about viruses, causes extra steps, etc.).

4. Send information regularly.

5. Don't take it personally if a mention about your news-worthy event did not make the paper; keep sending news notes.

Good luck with your PR efforts!

New Site for Authors Launches

I'm excited to be a part of a new web site/service created to assist authors with writing/editing, publishing, and marketing. Check it out!

AuthorAlly.com

P + F = Success

Three weeks from today, my client, Silverado Brewing Company, begins their biggest week-long celebration of the year: their annual Oktoberfest celebration. (That's our head brewer, Ken Mee, in the pic to the right. Funny hats are a part of our Oktoberfest tradition.) Not only do we feature daily German food specials (all of which go great with our special Oktoberfest lager), but we put on two big special events: a Community Dinner (where we turn the restaurant into a giant beer hall) and a Brewer’s Dinner (where we pair five courses with a different Silverado beer).

As the Marketing Guy, I should be SLAMMED, right? I should be CRAZY.

No, I’m not. It’s all good. In fact, the focus of our marketing meeting tomorrow will be to begin discussing the components of a new customer loyalty (locals) program we want to implement soon.

So why am I NOT c-r-a-z-y? Preparation. We began planning Oktoberfest six weeks ago. During that time, we created the various flyers, email blasts, press releases, and Facebook/blog posts that we will use to publicize this event. We also work off of a checklist complete with due-by dates. As a date comes up…boom—the marketing element, already created, is simply implemented. The only outstanding Oktoberfest item at this time is a postcard, and that is due to go to the printer by Monday.

Want more bang for your events? Prepare. Use a checklist. Meet regularly to review goals, timelines, and resolve any issues. Get the word out in as many different ways and formats as possible.

If you do these things, not only will your event be more successful, it will be much less stressful.

Preparation + Fun = Success

Staff Training: A Critical Piece of Marketing

The goal of marketing focuses on getting customers or prospects to take action--go to your web site, or come in to your restaurant or pet store or country inn.

Today I want to talk about an important, if not critical component of a company's overall success--once that prospect comes into your store, your staff should be trained to (1) treat that prospect in a professional, customer-oriented manner, and (2) have basic sales skills to enhance the prospect's visit and, and course, drive sales higher.

With this in mind, I have developed a three-part staff training program. The parts are:

1. Customer Service

This includes everything from the initial greeting to what I believe is one of the most important customer service areas: THANKING the customer as they are leaving.

2. Cross-Selling

This simple concept trains staff to suggest other, complimentary, items. If a client orders a dessert, the server should suggest coffee, espresso, or an after-dinner drink. If a man decides to buy a suit, the store associate should suggest a shirt and tie.

3. Up-Selling

Again this is a simple, yet extremely effective, designed to increase what a customer spends at your location. Up-selling involves exposing customers to higher priced (and, more times than not, best value) items. For example, if a customer walks into a pet food store, and then asks the clerk, "What type of dog food do you suggest for my dog?", the clerk should ask several questions to determine the type of dog, then suggest the premium dog food available. If the customer doesn't want to spend that much money, the clerk can then offer a lower-priced version.

To really get the most from your marketing efforts, consider on-going staff training focused on customer service and basic sales skills.

Note about the picture: from the Oktoberfest Celebration 2009 at Silverado Brewing Company. Why this pic? Have some FUN with your staff, too!

Guerrilla Marketing Insights_part 2

More marketing insights from Guerrilla Business School....

Three keys points to the Ultimate Marketing Strategy:
1. Market
2. Message
3. Medium (HOW you reach your market)

If you can't define your market, you can't find them.

Your best market is someone who has purchased a similar product or service before.

Messaging is about answering two key questions:
1. Why buy this?
2. Why buy from us?

A company's Number One assest is their database/customer list.

"Up-level" your marketing -- create a higher-ticket product/service for your clients.

{ - end - }

Guerrilla Marketing Insights_part 1

How you do anything is how you do EVERYTHING.

To be successful, you must surround yourself with successful people.

Way to create a "new" product:
Take an existing product, add a needed new enhancement or feature, and make it unique.

FOCUS is critical to business success. Opportunities can become obstacles...as they cause you to lose focus.

In life, you don't get what you want -- you get what you are committed to.

Every business should tell their story. Story telling is really story selling.

Guerilla Marketing

...off on Tuesday (Mar 23) to a Guerilla Marketing program put on by the Peak Potentials folks.... Stay tuned for some great info....

Becoming an Expert

During my recent Virtual Marketing Program (Professionals Need Coaches) group phone call, I led a discussion on how to create the most effective solution for your clients. To create great solutions for clients, you need great information from them regarding their specific needs. To receive this information, you must first build trust and rapport. How do you do this? By building your reputation as an expert. Once you become the expert, clients will place greater value on your time, your insights, and, most importantly, the value of your services (i.e., solutions).

One way to become an expert is to act like an expert. How? By asking lots of questions and then listening intently to the answers. Once the prospective client sees that you truly care about their business, they will be more open. When they are more open, you are better able to identify and understand their specific needs.

Are you asking enough questions of your clients/prospects? Who talks more: the prospect, or...you?

To care more, ask...and then listen more!

Thinking About 2010

Yes, the holidays are here, which means time for family, fun, and relaxing. But this time of year also excites me business-wises, as it’s a fun, creative time for planning for the new year ahead, too.

I’m particularly excited about 2010 after having recently completed a three-day seminar with wonder-trainer Doug Nelson, of Peak Potentials. Doug shared some amazing insights on personal missions, entrepreneurship, financial freedom, and much more. (I have it on the skinny that he is working on a book—more details to follow soon.) Here are a few of Doug’s insights that I found particularly energizing, and which I want to share with you:

Everything is one thing—energy. Do you want more sales? More revenue? A better business? Expend more energy on marketing-related things. How? Begin by creating a written marketing plan with goals, time lines, and tactics. Then create daily—and I do mean daily—marketing-related activities (even something as simple as scheduling a lunch with another professional to discuss each other’s business).

To achieve new heights, get uncomfortable. Our mind wants to keep us safe, i.e., in our comfort zone. We must continually push to move beyond our comfort zone to continue growing and thriving. What would be a risky move for you in 2010? DO IT!

How you do anything is how you do everything. What is marketing? EVERYTHING. How you answer the phone. How you schedule lunch meetings with clients or colleagues. How your email signature looks, and the information it contains. And so on. Look at every interaction as a form of marketing yourself or your business. I know this can make many uncomfortable; just remember, if you are providing a valuable service, at a fair price, why not make this known to people with problems, looking for solutions?

The first 10 people who send me an email at tpcresults@gmail.com with “2010 Marketing Jump-Start” in the subject line, I will spend 30 minutes on the phone at no charge helping you craft your 2010 marketing plan.

To success!

Why You Want Your Marketing Guy to Play Poker

As many of you know, I have won a free entry into a World Series of Poker (WSOP) event, which will take place next week (June 18-20) at the Rio Casino in beautiful Las Vegas, Nevada. I have been playing poker for the past 2.5 years, and obviously have obtained a certain level of skill in the game. As I've been thinking of late about both poker and marketing, two things dawned on me: 1) the similarities between the two (in broad terms) and 2) my belief that it's a GOOD THING if your marketing consultant or marketing person is a great poker player. Why?

Reason 1: Both involve strategy

Both marketing and poker involve creating and then executing a strategic course of action. In the poker tournaments I play, for example, I have very specific ways I play the different tournament stages (early play, mid-level, final table, final three, heads up). Your marketing as well should be written down, and have specific elements for different phases and/or customers related to your business.

Reason 2: Both involve reading people

Poker isn't about just the cards; a large part of the game hinges on your ability to guess (called 'reading') what cards the other person has. Likewise, you want your marketing expert to be a good reader of people, i.e., someone who understands customers and prospects and, even more importantly, can quickly determine the messages they send to a business.

Reason 3: Both involve spending money to make money

In poker, you can't play a hand unless you call the minimum bet at that time (called the 'blind'). Likewise, marketing often involves spending some money (X) with the idea of making more money than your initial investment (X+Y). Good poker players --and great marketing folks -- invest money wisely, understand percentages, and have the experience to limit, as much as possible, your exposure to risk.

Reason 4: Both involve (or should!) a bit of a gambler's mentality

At some point in poker, you will be making bets with nothing, in hopes of winning a pot by having the other player fold. That's gambling. Likewise, marketing often involves trying something new in hopes that it will work out. That's gambling too (not just the money invested in the new venture, but also the time and energy required). The key is this: great poker players/marketing consultants aren't reckless gamblers; yes, they'll try something new, in hopes of hitting it big. But they are savvy enough to limit exposure and investment, and wait until something is a proven winner before going full-bore.

For quick marketing-related information, please follow me on Twitter:

http://twitter.com/tpcresults

If you want to follow my poker exploits at the World Series of Poker, follow me on Twitter:

http://twitter.com/will2winpoker

See you at the tables/in the meeting room!

"I don't like marketing."

"(Success) is the birth of a new reality through the union of thought and action."
~ Author Dennis William Hauck

I attended a business networking lunch meeting today in San Francisco, and when I introduced myself to one business owner by saying I have my own marketing communications company, the woman quickly said, "Oooo, I don't like to do marketing." I hear this frequently. Most entrepreneurs would rather spend their time doing what it is they love do -- taking photographs, providing nutritional information, running a business, etc. -- than trying to hustle up (in their mind) new customers. My response to these folks?

You have a valuable product or service; as many people as possible should know about you/your business. That's marketing. Once a person makes this mental adjustment -- shifts their thinking that little bit to where marketing becomes a solution rather than a bother-- they usually learn to not only do, but embrace marketing: marketing that's creative, effective, and ongoing.

Post a comment here or contact me with thoughts and questions: tpcresults@gmail.com or 707-568-7322.

It's Beginning to Look a Lot Like...

...well, fall, actually. Leaves are turning brown, falling. Tomato plants are bursting with yellows, reds, and oranges. Grape clusters are hanging heavily on the vines. It's easy to get caught up in enjoying the abundant fall. But for savvy marketing organizations (like TPC and my clients), now is the time to begin thinking about, and planning for... the holidays. That's right--they're just around the corner, and coming quickly!

The end-of-year holidays are, in my Surviving to Thriving opinion, an extremely fertile time to reinforce and build your branding and your marketing. Why?

1. It's a chance to thank the most important people related to your business--your best customers.

2. It's an excuse to reach out and "touch" prospects and those you want to do business with in the future.

3. It's a chance to differentiate yourself among all the other holiday cards and boxes of chocolate.

The question then becomes, What to do? Again, a few tips:

* Stand out from the pack. Be creative. Don't just send a holiday card; send a card wrapped in y and accompanied by z.

* Be genuine. I invite my best clients to a dinner in late November. Last year, I also splurged and bought rooms for everybody at the hotel where we were dining. Why? I truly wanted everyone to not have to rush home, and not have to worry about drinking and driving. Not only did the group have a fantastic time, we all had brunch together the next morning, for more bonding and fun times.

* Have a higher purpose in mind. As much as possible, attempt to show that you do realize the "why" behind the holidays. This doesn't have to be (nor should it be!) religious. Instead, give thanks. Show gratitude. Express joy. Have fun.

* Whenever possible, utilize your existing customers. One of my clients is a massage therapist; I also work with several wineries. Hmmm, do you think a gift certificate for a hot stone massage would be a great gift? How about some high-quality Napa Valley wine? You bet! Not only do the people receiving my gifts receive something of value, my clients benefit as I am purchasing from them.

The end-of-year holidays can be an extremely important time to differentiate yourself in the marketplace, to say "thanks" to important clients and business partners, and to help jump-start your 2009. Don't delay, begin planning now. Should you need some brainstorming help, contact me.

Discounting vs. Value-added

My clients know that I'm NOT a fan of discounting, for several reasons. One, people come to expect it; they not only want discounts all the time, you continually have to offer deeper and deeper discounts to keep them "interested." Two, discounting, to me, sends the subliminal message that your products or services aren't "worth what you're asking."

Instead, I like to focus on value-added. This is a key part to telling your "story" to clients and prospects. With value-added, you don't discount, but instead offer one or more tangible "extras' to help make a prospect feel good about buying your product or service (at full price). An example would be the Wine Country Inn's new series of food and wine events, which will kick-off in early August. Guests come to the Wine Country Inn from all over the world to experience the Napa Valley's beauty, wine, and food. Why not offer several small, fun events at the Inn itself, rather than let guests wander around on their own? These "extras' will, over time, make a significant difference in (in this case) occupancy; if given the choice between two beautiful Napa Valley properties, wouldn't you be more likely to select the one holding a paella party (see pic)? Or to picnic in a Napa Valley vineyard and taste the grapes that go into a fantastic Napa Valley cab? I know I would!

Executing a value-added strategy takes energy, creativity, and commitment. But the results over time are well worth the effort. To learn about ways your company can add value, feel free to contact me to brainstorm.

The Power of Positioning: Part 1

I'm off today to speak to the Sonoma Mountain Business Cluster. My topic? The Power of Positioning. Later I'll post my presentation here. For now, enjoy this marketing-related Dilbert cartoon!

SEM: Part 1

Just returned from an all-day conference in San Fran about one topic: SEM. What, pray tell, is SEM? Simply what I believe -- along with a LOT of other people -- is the KEY for almost every business to not just survive, but thrive in today's market: Search Engine Marketing. In other words, building a really cool, even great web site isn't enough; the real "thing" -- the real art (and science) -- is not just getting people there, but getting the right people there: the people who will want to read what you have and see what you have and listen to what you have to listen to and, yes, BUY what you have to buy.

My two quick take-aways from the day (much more to come soon) are these:

Quick-take No. 1:

Buy stock in Google. Please, hurry. Buy all you can. Trust me on this: you'll thank me later. Big time. Why? Only that online advertising is expected to grow from approximately $1.6 Billion currently (yes, that's Billion) to roughly $4.5 Billion... in three years. And Google currently owns 78% of the search engine market share, with no signs of slowing down.... Buy Google stock. NOW.

Quick-take No. 2:

Every business should focus on the two critical components to creating a successful email/online campaign:

1. Have a great story to tell and use great graphics and photos to highlight that story, and

2. Have a specific, clear, easy-to-see-and-understand call to action

That's all you have to do to move to thriving.*

More about the conference soon....

*I know, I know, I'm being "funny" when I say that's all you have to do. Why? Because doing those two things well is EXTREMELY difficult. Trust me, I live-and-breathe this stuff. It's a knife fight in the back alley-kind of difficult. If you need help, or at least a resource to bounce ideas off of, contact me.

P.S. I have no idea why I added this pic, with this post; I just thought it looked cool. It's the school house in the town of Bodega that was part of the set of the movie The Birds. It's still there. If you wanna find out more, Google it.

The Power of the Pen

As my clients know, I'm a huge proponent of professional, powerful images. While critical to catching attention and creating a mood, images only go so far, however. I'm an even bigger believer that "content is King." What you say, and how you say it, are vital to having a successful business. I call this focus on content/words "the power of the pen."

Here's another quick but powerful power-of-the-pen tip. When you're meeting with a prospective client or a customer, have a pen and paper and take notes. Why? This sends positive messages to the client that: (1) you care about what they have to say, and (2) you pay attention to details and won't trust your memory to remember every little item.

Try taking notes the next time you're with a client or prospect. In fact, make a big deal of it: take long notes, ask qualifying questions, confirm statements. The more you care about what your customers or prospects say, the more likely you'll be able to deliver a solution to meet their needs.

Your Best Customers Are...

...your best customers.

So what do I mean by this? Simple. Boil it all down, there are two ways for a business to grow its revenue: sell more products and services to new customers, or sell more products and services to existing customers. Most business owners focus on finding new customers. I'd like to suggest that you also focus on part 2: creating new products and services of interest to your existing customers.

The Wine Country Inn, wonderful St. Helena bed and breakfast inn, is a great example of this. Three or four years ago, the Inn would generate revenue from a guest staying there pretty much one way: via the nightly room rate. Over the past three years, however, WCI has sought to expand its guests services... and in the process, generate additional revenue from its best customers (those people already staying at the Inn). Now in addition to the room rate, WCI receives revenue from guests who purchase:

* spa services (massages, facials, etc.)

* beer and wine

* its day-long wine tours (see photo at right)

Talk about win-win. The just-mentioned products and services are all things any visitor to the Napa Valley would be interested in, and the Inn is now generating an additional $200,000+ in revenue per year from these items. That $200,000+ of course, is what guests were spending at other places throughout the Napa Valley... but are now spending at WCI.

Think about additional, related products or services that you could deliver to your customers. For example, a massage therapist might also sell massage oils and lotions, and candles; a photography store might begin a series of photography workshops; and so on.

Before you go to bed each night, and immediately upon waking, this mantra should be going through your mind:

Our best customers are our best customers.

Our best customers are our best customers.

Our best customers are our best customers.

...

As always, you can contact me to brainstorm or with questions.