When we were young, our family took a lot of car vacations. To pass the time, we would play 20 Questions. You know the game. You ask a series of questions, with the questions based upon the information you already had. The objective was to guess the subject in 20 questions or less.
The following list of 20 questions does not lead to a specific answer. But any marketer should make sure he or she can answer them before embarking on any major marketing initiative. For example, people have become so obsessed with the latest thing (social marketing), that they are rushing into tactics before figuring out how, or even if, social marketing can work best for them. And how social marketing fits into the overall marketing mix.
To make sure you are doing the right things, here are 20 questions you need to answer. One caveat: the questions assume that you can deliver on your brand promise. If you can't, you need to fix that first.
Comments, as always, are welcome.
Who are your target markets?
Who are the decision makers you are trying to reach?
What is your company positioning statement?
What core attributes drive people to make decisions about purchasing products/services such as yours?
How do you rate relative to the competition on those core attributes?
What is your sales process, from generating leads to closing sales?
What trade shows do people in your target market attend?
What publications do they read?
How do they use the Internet do obtain information (i.e., Websites, search, social media)?
What tactics do you use to generate awareness for potential new clients, and do you believe they can be improved?
What tactics do you use to enhance your firm’s credibility to potential and existing clients, and can they be improved?
What tactics to you use to generate leads, and can they be improved?
What tactics do you use in the sales process once leads are qualified (i.e., proposals, sales presentations), and can they be improved?
What tactics to you use to generate direct sales, and can they be improved?
What tactics to you use to retain and enhance existing client relationships, and can they be improved?
What referral sources do you use, and how do you communicate with them?
What tactics do you use to recruit new employees, and can they be improved?
What tactics do you use to communicate with your existing employees, and can they be improved?
Would you say the quality of your marketing deliverables (online and offline) are of the same quality as or better than the deliverables of your largest competitor?
How much money do you think you should spend on marketing?
Monday, December 14, 2009
Wednesday, December 9, 2009
Ugly Marketing
OK. I admit this is somewhat of a vent, as it relates to the hospital where my mother died. I won't disclose the hospital, even though some of you know who it is and how they handled that communication. But this marketing snafu is enough to make any of my former Discover Card or Sachs Group buddies' eyes roll.
I received a letter from my mother's PCP. It was a "Dear Patient" letter announcing he was no longer practicing to concentrate on his administrative duties. Two things wrong.
1. Personalization technology has been around for how many centuries? The letter should have been personalized.
2. I am not a patient of this physician. My mother was. My mother had died ten months before this letter was sent. Ever heard of data hygiene?
The lessons obviously are many. But they are too obvious to even state.
Feel free to comment below, or to share your horror stories
I received a letter from my mother's PCP. It was a "Dear Patient" letter announcing he was no longer practicing to concentrate on his administrative duties. Two things wrong.
1. Personalization technology has been around for how many centuries? The letter should have been personalized.
2. I am not a patient of this physician. My mother was. My mother had died ten months before this letter was sent. Ever heard of data hygiene?
The lessons obviously are many. But they are too obvious to even state.
Feel free to comment below, or to share your horror stories
Tuesday, December 8, 2009
Great Marketing from Gap
I have to admit I really like the Gap's holiday television commercials for two reasons.
1. They are fun and fresh.
2. After running these ads for years, they have their own brand. As soon as I see one for just a few seconds, I know it is one of theirs.
Attached is a link to one of two ads I have seen this year. I really like the other ad as well - the one with the little kids.
What do you think? Which holiday ads hit you - either negative or positive?
http://www.youtube.com/watch?v=oVMPWlWDvsI
1. They are fun and fresh.
2. After running these ads for years, they have their own brand. As soon as I see one for just a few seconds, I know it is one of theirs.
Attached is a link to one of two ads I have seen this year. I really like the other ad as well - the one with the little kids.
What do you think? Which holiday ads hit you - either negative or positive?
http://www.youtube.com/watch?v=oVMPWlWDvsI
Tuesday, December 1, 2009
Thursday, November 19, 2009
Coke and the AAFP
Coca Cola has partnered with the American Academy of Family Physicians to "promote healthy soft drink consumption". As part of the deal, the AAFP will receive a six-figure grant from Coke to develop education material to teach consumers about the role beverages and sweeteners can play in a healthy active lifestyle.
Not sure if this is great, bad or ugly. What do you think?
Not sure if this is great, bad or ugly. What do you think?
Sunday, October 25, 2009
Brand What?
Interesting recent post in Business Week online by David Kiley asking: "Are Brand Managers Dead?" He disagrees with a Forrester Research report that says the brand manager is dead, and is replaced by the Brand Advocate.
I agree with David in disagreeing with Forrester.
I always though being a brand advocate was an important part of being a brand manager. You have to be a passionate advocate for your brand. But advocacy is only part of what a great brand manager should do. More importantly, the brand manager must make sure the brand is one worth advocating and, if it isn't, figure out how to make it one.
David actually espouses the title of Brand Editor. Me? I still think brand manager is the right name.
Here is the link to David's article.
http://www.businessweek.com/the_thread/brandnewday/archives/2009/10/are_brand_manag.html
What do you think?
I agree with David in disagreeing with Forrester.
I always though being a brand advocate was an important part of being a brand manager. You have to be a passionate advocate for your brand. But advocacy is only part of what a great brand manager should do. More importantly, the brand manager must make sure the brand is one worth advocating and, if it isn't, figure out how to make it one.
David actually espouses the title of Brand Editor. Me? I still think brand manager is the right name.
Here is the link to David's article.
http://www.businessweek.com/the_thread/brandnewday/archives/2009/10/are_brand_manag.html
What do you think?
Monday, October 19, 2009
Proud to be in healthcare
Heard a story today that made be proud to be in healthcare. Was at a client. They had a customer come in to give a presentation. Customer talked about how my client was responsible for saving all three of her kids' lives. Said we are not in finance or IT, we are heroes.
So whether you:
So whether you:
- Are a doctor or a nurse
- Work in finance anywhere in the healthcare sector (including consulting companies)
- Work in marketing anywhere in the healthcare sector (including ad agencies)
- Provide data to the healthcare sector (my buddies at TR and SG2)
- Are involved in healthcare in any other way
Remember this. What you do helps to save lives and improves quality of life - directly or indirectly. Be proud
Thursday, October 8, 2009
Thoughts on Healthcare Reform
This is longer than a blog should be, but this is a complex issue. Read on and comment.
The core problem is an economic one…too much demand and not enough supply. Working through that is a huge challenge.
That economic imbalance will worsen as the population ages and medicine gives us the ability to extend life. We need to control that imbalance because if we do nothing, healthcare expenditures will double in 10 years, further straining an already stretched system.
National embarrassment 1: every American cannot get affordable health care coverage (this is not about people who decide not to get insurance; more on that below).
National embarrassment 2: denying coverage due to preexisting conditions.
The uninsured do get healthcare, and everybody else ends up paying for it. They just do not get routine care and show up in the ER when they are really sick and then may enter the hospital for acute care…the most expensive healthcare there is.
Saying “keep the Government out of healthcare because they will ruin it” is naïve and irrational. Medicare is not perfect, but it provides affordable and accessible healthcare to seniors. Before Medicare, poor health could lead seniors to financial ruin. I don’t think we as a society want that.
There is no perfect system. Take Canada. All Canadians have affordable health care…good. Many are very happy with it…good. But, you may have to wait an extended period for treatment of a non-emergency condition…bad. And health insurance (as well as a college education) is affordable because income tax rates are high, and there is no deduction for mortgage interest.
Employer sponsored healthcare is not perfect either. If premiums get too high, companies will just drop coverage, leading to more uninsured.
“We have met the enemy, and he is us.” Dr. J. James Rohack, President of the American Medical Association, suggested that half of all medical expenditures are behavioral and controllable. That means everything from diet to smoking to auto safety (not to mention guns).
THE MONEY HAS TO COME FROM SOMEWHERE. If you buy the premise that everyone is entitled to affordable healthcare coverage, and that people should not be denied coverage because of pre-existing conditions, you have to contribute to the discussion of how we are going to pay for this. Saying “eliminate waste” is not the answer.
There is no magic cure, and improvement will have to be incremental. Some thoughts:
There are three certainties…life, death and taxes. Make a fourth…health insurance. If you can afford it, you have to buy it – either through your employer or somewhere else. If you don’t buy insurance and need healthcare services, you get fined twice the amount of your annual premium. Yes I know this creates bureaucracy, but…
If you can’t afford insurance, society needs to help. The money has to come from somewhere, and it that means higher taxes, so be it. That is not socialism…it is social responsibility. What taxes? Hopefully not income taxes, but if need be, need be. See below.
There has to be an alternative to employer-sponsored healthcare. It is not fair to employers that they have to go out of business because they have to provide expensive healthcare coverage, even if premiums are deductible. On the other hand, if employer-sponsored premiums are too high, there needs to be a competitive alternative for workers. Private is better than public, but public is better than nothing.
At the same time, we have to make sure there is enough supply to meet the growing demand for healthcare. Doctors and hospitals have to be able to make money.
These same doctors and hospitals should be rewarded for positive outcomes. I will leave it to the experts to figure out how to do that.
Take responsibility for keeping yourself healthy and take punitive actions against those who don’t. Triple the sin taxes (tobacco, alcohol, guns, etc.). If somebody could figure out a way to tax “unhealthy” food, I would be for that. Use the additional revenues to fund healthcare coverage for people who cannot afford it.
Similarly, if you are caught riding a bicycle or motorcycle without a helmet or a car without a seatbelt, you face a severe fine the first time, and have the privilege revoked the second time. Sorry, your personal freedom stops when it endangers others. You can’t yell fire in a crowded theater because it can harm people; your irresponsible behavior that unnecessarily consumes healthcare resources endangers my ability to get affordable healthcare.
I am not big on incenting for positive action, but a psychologist friend of mine said incenting positive behavior works better than punishing bad behavior. So I suppose we need to incent certain activities.
I am a pretty liberal person, but tort reform has to be part of the solution so doctors stop practicing expensive, defensive medicine.
Electronic medical records – a no brainer. Tax credits for implementing them.
Interested in your thoughts, but keep the discourse constructive. No rantings or name-calling.
The core problem is an economic one…too much demand and not enough supply. Working through that is a huge challenge.
That economic imbalance will worsen as the population ages and medicine gives us the ability to extend life. We need to control that imbalance because if we do nothing, healthcare expenditures will double in 10 years, further straining an already stretched system.
National embarrassment 1: every American cannot get affordable health care coverage (this is not about people who decide not to get insurance; more on that below).
National embarrassment 2: denying coverage due to preexisting conditions.
The uninsured do get healthcare, and everybody else ends up paying for it. They just do not get routine care and show up in the ER when they are really sick and then may enter the hospital for acute care…the most expensive healthcare there is.
Saying “keep the Government out of healthcare because they will ruin it” is naïve and irrational. Medicare is not perfect, but it provides affordable and accessible healthcare to seniors. Before Medicare, poor health could lead seniors to financial ruin. I don’t think we as a society want that.
There is no perfect system. Take Canada. All Canadians have affordable health care…good. Many are very happy with it…good. But, you may have to wait an extended period for treatment of a non-emergency condition…bad. And health insurance (as well as a college education) is affordable because income tax rates are high, and there is no deduction for mortgage interest.
Employer sponsored healthcare is not perfect either. If premiums get too high, companies will just drop coverage, leading to more uninsured.
“We have met the enemy, and he is us.” Dr. J. James Rohack, President of the American Medical Association, suggested that half of all medical expenditures are behavioral and controllable. That means everything from diet to smoking to auto safety (not to mention guns).
THE MONEY HAS TO COME FROM SOMEWHERE. If you buy the premise that everyone is entitled to affordable healthcare coverage, and that people should not be denied coverage because of pre-existing conditions, you have to contribute to the discussion of how we are going to pay for this. Saying “eliminate waste” is not the answer.
There is no magic cure, and improvement will have to be incremental. Some thoughts:
There are three certainties…life, death and taxes. Make a fourth…health insurance. If you can afford it, you have to buy it – either through your employer or somewhere else. If you don’t buy insurance and need healthcare services, you get fined twice the amount of your annual premium. Yes I know this creates bureaucracy, but…
If you can’t afford insurance, society needs to help. The money has to come from somewhere, and it that means higher taxes, so be it. That is not socialism…it is social responsibility. What taxes? Hopefully not income taxes, but if need be, need be. See below.
There has to be an alternative to employer-sponsored healthcare. It is not fair to employers that they have to go out of business because they have to provide expensive healthcare coverage, even if premiums are deductible. On the other hand, if employer-sponsored premiums are too high, there needs to be a competitive alternative for workers. Private is better than public, but public is better than nothing.
At the same time, we have to make sure there is enough supply to meet the growing demand for healthcare. Doctors and hospitals have to be able to make money.
These same doctors and hospitals should be rewarded for positive outcomes. I will leave it to the experts to figure out how to do that.
Take responsibility for keeping yourself healthy and take punitive actions against those who don’t. Triple the sin taxes (tobacco, alcohol, guns, etc.). If somebody could figure out a way to tax “unhealthy” food, I would be for that. Use the additional revenues to fund healthcare coverage for people who cannot afford it.
Similarly, if you are caught riding a bicycle or motorcycle without a helmet or a car without a seatbelt, you face a severe fine the first time, and have the privilege revoked the second time. Sorry, your personal freedom stops when it endangers others. You can’t yell fire in a crowded theater because it can harm people; your irresponsible behavior that unnecessarily consumes healthcare resources endangers my ability to get affordable healthcare.
I am not big on incenting for positive action, but a psychologist friend of mine said incenting positive behavior works better than punishing bad behavior. So I suppose we need to incent certain activities.
I am a pretty liberal person, but tort reform has to be part of the solution so doctors stop practicing expensive, defensive medicine.
Electronic medical records – a no brainer. Tax credits for implementing them.
Interested in your thoughts, but keep the discourse constructive. No rantings or name-calling.
Sunday, September 20, 2009
Best Global Brands 2009
Interbrand has just published its annual listing of Top 100 Global Brands. The top 10 brands - with my comments:
1. Coca-Cola (A "classic")
2. IBM
3. Microsoft (Did not win any points with me with the 2007 Office suite. I know lots of customers did not like this)
4. GE
5. Nokia (Always pays attention to its customers)
6. McDonald's (Say what you want about this "hometown" favorite, but you know what you are going to get from them. And they have taken steps to make their menu healthier)
7. Google (Ubiquitous. You don't search, you "google.")
8. Toyota (Another reliable brand. You know what you are going to get, and you trust them)
9. Intel
10. Disney (Have not been a Disney customer for a while, but people who are say they still receive a superior experience)
Click here to go to Interbrand. Make sure you navigate to Business Week.
http://interbrand.com/ If the link does not work, e-mail me at les@lsternmktg.com
And what are your favorite brands on this list or not on this list? Any brands here that should not be? We invite you to post a comment.
1. Coca-Cola (A "classic")
2. IBM
3. Microsoft (Did not win any points with me with the 2007 Office suite. I know lots of customers did not like this)
4. GE
5. Nokia (Always pays attention to its customers)
6. McDonald's (Say what you want about this "hometown" favorite, but you know what you are going to get from them. And they have taken steps to make their menu healthier)
7. Google (Ubiquitous. You don't search, you "google.")
8. Toyota (Another reliable brand. You know what you are going to get, and you trust them)
9. Intel
10. Disney (Have not been a Disney customer for a while, but people who are say they still receive a superior experience)
Click here to go to Interbrand. Make sure you navigate to Business Week.
http://interbrand.com/ If the link does not work, e-mail me at les@lsternmktg.com
And what are your favorite brands on this list or not on this list? Any brands here that should not be? We invite you to post a comment.
Thursday, September 3, 2009
Great Marketing - Apple
I saw one of Apple's new Mac ads last night (see link below) Great ad...simple...clever...gets the message across. Got me to thinking what a great brand Apple is. They managed to create a brand (IPod) out of a category (MP3 player) that was very confusing - certainly to people of my generation. They positioned the product to make it easy to understand how to use it, and made it easy to get music via ITunes (the "razor blades"). Then they created great brand extensions like docking stations, clock radios, etc. And of course, the experience extends to whenever you walk into one of their stores or call their Customer Support. I actually received a personal thank you e-mail from a support rep a few weeks ago after I called her. When was the last time that ever happened to you?
Anyway, you can click on the link below to view the ad. And share your comments on Apple's great marketing, or any other great, bad or ugly marketing experiences you have had.
http://www.youtube.com/watch?v=KIABtnUruGs
Anyway, you can click on the link below to view the ad. And share your comments on Apple's great marketing, or any other great, bad or ugly marketing experiences you have had.
http://www.youtube.com/watch?v=KIABtnUruGs
Saturday, August 29, 2009
The Great, The Bad, and The Ugly
Every day, you are exposed to thousands of marketing messages. Some of them are good, some of them are great, and some of them are downright ugly. Which ones made an impression on you? Comment here, telling us whether it was great, bad, or ugly.
My first Blog post
Hi. Well, welcome to Les Stern's Marketing Musings. I have been a marketeer (no, that is not a typo) since 1982. I started my own marketing company, L. Stern & Associates, in August 1999, so we just celebrated 11 years (woo woo). We do all sorts of great strategic and tactical marketing things for clients big and small. But check out http://www.lsternmktg.com/ for more about that.
So, back to the question, what will you find on this blog?
1. My thoughts on marketing "stuff" going on in the real world.
2. Links to marketing "stuff" I think is of interest and cool.
3. Occasionally, some shamelessly self-promoting drivel about the work I have done for clients.
Welcome again.
Les
So, back to the question, what will you find on this blog?
1. My thoughts on marketing "stuff" going on in the real world.
2. Links to marketing "stuff" I think is of interest and cool.
3. Occasionally, some shamelessly self-promoting drivel about the work I have done for clients.
4. Occasionally, some thoughts on issues of the day, especially healthcare, which I find fascinating
I also want you to post here and share your thoughts. The only rules when you post here:
1. Keep it clean
2. Don't make it personal
1. Keep it clean
2. Don't make it personal
Welcome again.
Les
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