Posted by Ronnie Fox on Tue, Aug 31, 2010 @ 06:02 PM
Playing the "Let's make it hard to win" game
1. It's what I like
Setting a goal for a marketing campaign is pretty much a given. Introducing personal biases into a campaign is inevitable. But, careful, you could be saying, "Yes, I want to reach this goal.....but only if I can do it my way, otherwise I would rather fail."
One red flag... how you defend your decisions.
It doesn't fit my image.
It's not how I feel about the company.
It's not the way I want to do it.
If your decisions aren't based on your clients' preferences, you could be playing the "Let's make it hard to win" game.
2. It's the way we've always done it
Two clients come to mind. One is an old time salesman who cut his teeth on door to door. I have been trying to get him into internet sales but he frequently asks if people on the internet buy things---go figure. Another is a political consultant on local campaigns to whom I have extolled the virtues of variable data and one-to-one messaging to voters. Won't do it 'till it's proven---go figure. Thought Obama did that.
If you haven't tried a new approach in the last three years, you could be playing the "Let's make it hard to win" game.
3. Give it to me this way
The need for a marketing program is recognized. Staff is assembled and decides what is to be done and how. An order goes out to find a marketing company to implement it. This seems to be a common practice with government, non-profits, associations and churches, although business will do it as well. If a plan is ill conceived, the outcome is certain.
If you don't ask your marketing company the best way to do it, you could be playing the "Let's make it hard to win" game.
4. Give it to someone who doesn't care
Years ago I met with the marketing director of a regional bank. When introducing myself I asked if he was the marketing guru. His reply, "Yes, I got stuck with the job." I immediately knew I was in deep kimchee. Do not assign marketing responsibility based on being there and having two semi-functioning brain cells. Do not give it to someone who looks at it as "more work on my plate". Do not give it to someone who already has three other jobs. Also, if you have a Marketing and Sales Manager, you really only have a sales manager. Successful marketing involves passion, creativity and a lot of learning.
If you don't assign marketing to someone who cares, you could be playing the "Let's make it hard to win" game.
5. Assign the task, but not the resources
A marketing director of a nationwide association (about 200,000 members) told me he had been tasked by the board of directors with increasing membership, which had been stagnant for years. His marketing budget - none. His plan - conduct a nationwide campaign that would pay for itself with new member revenue. We developed a board proposal for a regional test campaign, about $20,000. The board, comprised of elected non-paid members, decided that budget was too large for even a national campaign. I have no idea how that marketing director was expected to achieve his task.
If you don't have time, people or money, you could be playing the "Let's make it hard to win" game.
Ron Fox
Posted by Ronnie Fox on Tue, Aug 31, 2010 @ 05:49 PM
I use many software programs to develop marketing campaigns. I haven't found one yet that lives up to its promises. But, when I was in the Army, many years ago, we had a saying, "When you have bologna, you eat bologna." But if you understand the issues, you will have a better chance of achieving results.
Pitfall 1. One channel does it all. In sales, you sell what you have. Single channel marketing programs, such as e-mail programs, inbound marketing programs, print/mail programs, automated telephone programs, all tout that they are the marketing solution. Every marketing study I have read, and I have read a lot, says sales go up when you touch a prospect multiple times in a variety of ways. That was a lot of reading just to learn what a 6th grader with a lemonade stand already knows. Conclusion: A single channel program can be a good tool but should be used in combination with other tools.
Pitfall 2. Easy Program Integration. Not all programs play nice with each other. I can't count how many times I have heard a program is so simple it will integrate with your grandmother's washing machine. Well, I'm here to tell ya pard, it just ain't so. Capturing data in a lead generation program and integrating it with CRM and accounting and then update going the other direction is not simple. Conclusion: You can make it work but be prepared for some compromises.
Pitfall 3. We've got great customer support. In complex marketing campaigns, it is not "if" but "when" you need software support. Only use software that offers both email and phone support. E-mail works fine for simple issues. Non-technical users, which most marketers are, and technical support frequently have communication problems better resolved verbally. Conclusion: Make sure customer support works the way that is best for you.
Pitfall 4. Understand their definition. President Clinton and Congress had a difference of opinion over the meaning of sex and smoking marijuana. Marketers and programmers are a bit the same. A marketing program to a software company works if it performs to technical specifications, i.e. send an email and collect information. To a marketer, it only works if it is a solution to a problem. It may send an email but if it only sends 250 at a time, won't get through spam filters, and won't collect info without a lot of special programming, which he can't do, he might call it something, but not a Marketing Program. Conclusion: Nobody wants a drill; they want a 1/4" hole.
Pitfall 5. Programs that do it all. Many software programs are touted as a totally integrated marketing management solution, combining CRM, email, print, accounting, etc. This might work well for a start up company, but is not practical for larger corporations with in-place programs such as accounting and CRM. Most do-it-all programs have a couple great modules and some not so great. Never understood why they don't partner with a company that has a great module, say accounting, and integrate the two. Conclusion: Make sure it fits.
Pitfall 6. Marketing software will get results. This is the big one. You better have top down management support. You better get a buy-in from everyone that plays a part, i.e. marketing, sales, production. You better have time. You better have the budget. You better have the right trained staff. Without any of these, no software in the world is going to give you the results you want. Conclusion: Develop you infrastructure first.
As usual, I would love to hear your feedback on this one.
Ron Fox
Posted by Ronnie Fox on Tue, Aug 17, 2010 @ 06:16 PM
The bottom line is making sales. Marketing and sales departments have a stake in achieving results but different perspectives.
Marketing
The marketing director has about one to two years to show results or it gets real personal between him/her and management. Marketing people are into strategy, planning, and execution of campaigns over an extended time.
Sales
A couple of bad months for a salesperson can lead to a career adjustment conversation. Activities can be monitored daily, weekly, and monthly. They ride an emotional rollercoaster from one day to the next. They are not into administrative tasks. They want their support to be simple, quick and effective. Most suck at prospecting, but put them in front of a warm body and they excel.
A web-based marketing resource center can help bridge the gap.
Marketing can develop corporate branded marketing collateral that can be personalized by the sales team. Sales can have immediate online access with simple to use tools for personalization and ordering.
Marketing can develop multi-channel targeted campaigns and provide leads directly to the sales team. Sales people like that. Results are automatically tracked. Marketing likes that. These campaigns can be simple or sophisticated while still easy to implement. Everyone likes that.
Implementation of web-based marketing solutions is quite flexible and should reflect how you do business. Like most things in life, results vary based on the level of effort put into it and the skills of the people involved.
Researching? Read "The New World of Marketing and Services", an in-depth white paper describing the role of a virtual marketing resource center in improving marketing efficiency. It is a bit stiff but well worth the effort.