Where are You Supposed to Be Now?

No – not about time management.

If you have published a book – you would be nuts not to have it listed on Amazon. Similarly  an audio book or song just has to be on iTunes.

So where should your product or service hang out?

In the middle ages people with similar trades grouped together in the same location. Some professions such as car sales continued the practice through the industrial era – its rare to find one set up completely separate from all other car yards.

So be conscious of this …….new world – where should you be located in the virtual world – separate or together? Which one and why?

Actress demonstrating initial reactions of fea...

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Fear is the stock and trade of terrorists. They act fearless and hope to paralyse their target society with fear. The intense security surrounding the Commonwealth games in India has inevitably lead to smaller crowds held back from the action and athletes held in the protective custody of their accommodation. Bearing in mind the whole point of the games is to bring the Commonwealth together, I can’t help but feel the terrorists have won this round – Whether there is a bomb or none.

What makes business people fearful?

* The threat of legal action.
* Possible Patent disputes.
* The potential power of a bureaucracy.
* The threat of industrial action.
* Our products might not be as good as others.
* My staff just don’t seem to be as motivated as theirs.
* Tax audits.
* Cashflow projections.
* Pressure Groups Protests using you as a football.
* The new mall just  down the road.
* A Competitor that seems poised to dominate.

Did you notice that none of the items on this list tangible? None are real. Every single one is only a possibility – a fear. A little terrorist in your head.

Now I appreciate you are tough enough to handle all of the above, otherwise you would not be in business in the first place, but fear can be insidious and influence a decision unconsciously. I recall meeting a one-time competitor and sharing war stories. We were both shocked to realise we both thought the other was the better equipped, better organised and had superior products – and had both factored this fear-belief into how we approached prospects. Had either of us been conscious of this – we could have been twice as successful.

So – what fears are keeping your business from being more successful?

Is your competition just using guerrilla warfare tactics to scare you? Is it working?

Chances are the competition is no more scary than the wizard of Oz.

Chances are they will back off in fear when you seem confident, assured, act boldly and decisively.

Chances are they will become fearful when you seem fearless….

 

 

The Bathurst 1000, held at Mount Panorama Circ...

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I sat and watched the Supercheap Auto 1000 Motor race at Bathurst yesterday and it struck me what a lot  V8 motor racing and marketing have in common.

The first crash of the day was in the first lap, spectacular and completely destroyed the $400,000 car because of a $1.20 part. (Attention to detail – especially in customer service)

One team had no end of trouble – pit problems, tyre problems, bad luck on the track – but still ended up on the podium. (Perseverance, and Focus)

All the teams never lost sight of where their money was coming from – sponsors – and always took the time to answer the pit reporter’s questions as though they had all the time in the world (Public face, customer service etc). I wonder how many senior management could learn this one a little better?

From memory the safety car only came out 4 times, no one was hurt and no one retired because of mechanical problems. (Everyone was professional, prepared. Competition is stiff)

One team had suffered a major prang in practice and needed a part from Melbourne in order to race. A rival team lent their private plane so a round trip could be made to get the part. The team worked through the night to rebuild the car. This story was repeated all day as an example of the passion for the sport overcoming rivalries and gave massive positive coverage for both teams sponsors.

So:

What $1.20 parts are you cost-saving on that could derail the entire marketing plan. Are your ‘free’ customer gifts cheap and nasty? Is there fine print in your agreements that upset customers frequently? What do your customers moan about the most? Chances are it will be something small at the heart of the issue – FIX IT

If you think you are coming last in the market with a lemon of a product – can you dig deep and find the tenacity and market focus to end up winning?

Are you and your team well prepared and trained, rested, un-distracted and sufficiently professional to tackle all the competition in a long haul race at  300 kph?

When have you helped a competitor – for the good of the industry, market, customer base – i.e. when have you put long term ahead of a quick win?

I love this graph and the effective way it communicates its message. Thought you may find it interesting too.

Market Share Growth Vs Profit Share Growth. (Source: Gizmodo.com)

The way I read it:

Apple has stolen the baton from Nokia. Nokia is discounting to survive

Second tier players – Samsung, Motorola have held their prices, but lost valuable influence they may never regain

Motorola’s board will be patting themselves on the back for not getting into a price war – but are knocking on the back door of the market (they’re dead)

Sony is the worst performing – losing market share and profit in perfect symmetry

It also shows features and add-ons to tired products are no substitute for fresh thinking and geniune new ideas!

 

 

Watch this little video – even if you are not an iPhone user I am certain you will be convinced of the usefulness of this little gizmo.

http://gizmodo.com/5656046/the-glif-is-the-one-iphone-4-stand-and-camera-mount-to-rule-them-all

Now – How can you apply the clever viral techniques this promotion uses for your own products and services?

Away for a bit

Posted: September 8, 2010 in Marketing

I’m off overseas for family celebrations – my Parents 50th Wedding Anniversary and my Nieces wedding. Normal transmission will resume upon my return at the end of the month.

I thank you for your support

I can touch you from anywhere

Posted: September 7, 2010 in Marketing, Strategy
Sale In A Sale Shop Selling Sale Signs

Image by the justified sinner via Flickr

The Boxer that can reach the furthest wins.
Technology wins wars.
Technology that extends your reach gives instant business advantage.

Using available technology in a new way wins battles.
Using technology in production to out produce the competition wins a war of attrition.
Americas capacity to make stuff won the second world war. They could make submarines and tanks faster than anyone else.
Surprisingly many people do not realise that the objective of most wars is to destroy enemies industrial base not just shoot at their foot soldiers.

So who’s winning in the new media world – you or your competition? Who’s using tech most effectively? Who’s planning your industries equivalent of a trojan horse, a Waterloo, a Pearl Harbor?

Are you launching – or waiting for a surprise attack where you expect it the least?

And it’s probably from someone on the other side of the world. I can touch you from anywhere.