Get your “Gilmore” Going!

Unless you have been living on another planet, you’ve probably heard of the quirky chick sitcom called “Gilmore Girls”. Though I have no hard evidence to prove it, I’m betting that Chinese take-out, coffee and assorted snack purchases for women ages 15-50 went up while that show was on the air (which ran on the WB network from 2000-2007). How can I make this claim? Because every week Lorelai Victoria Gilmore (played by Lauren Graham) and her daughter Rory Gilmore (aka Alexis Bledel) drank copious amounts of java at Luke Danes’ (Scott Patterson) diner, and ate (supposedly without gaining an ounce) amazing amounts of Chinese take-out and snack foods. Not far into the first season, the mere sight of all that constant arabica/food consumption often lead me (during a commercial break of course) to prepare a decaf version for myself. And before we knew it, in betwixt enjoying “girl time” with my own 2 teenage daughters, our little coffee klatch/snack time swiftly became a part of our weekly Gilmore-watching ritual.

So what does all this mean to you as a business owner? In a word - LOTS! Your branded communications tools (website, collaterals, print advertising, etc.) can have the same powerful effect on your customers and prospects; they can distinguish your firm, educate, persuade, motivate and sell IF you make sure they hit all the right buttons. And while I’m pretty sure that Amy Sherman-Palladino (the Gilmore creator) and producers did not NOT have any kickbacks from the coffee, Chinese restaurant or snack food cartels - the positive way and consistent take of how they presented these options, surely sent sales in those sectors winging.

In a world that is cluttered with competitors now more than ever, the game is all about connecting and capturing. So what do you have to do to get your own “Gilmore” going? Have a really great grasp of who your best clients are, what they need and how your particular product or service is valuable to them. Formulate a strong brand, which overtly (and positively) meshes with and communicates to your unique target markets. Struck your stuff, detailing everything that that makes your company sparkle - whether it’s fostering amazing client relationships, providing terrific services, or delivering superior products.

Maintain your signature style, create memorable messaging, get out and about in diverse venues (via networking, online presence, traditional print, etc.) with consistency, and you are sure to reap measurable returns.

Social Networking: A Worthwhile Investment

Here’s the conundrum - you want more business, but you are already working your buns off handling client projects, fulfilling orders, dealing with infrastructure, employee and independent contractor issues, delivering presentations, rushing to meetings, hopping planes, attending empowerment and organizational workshops, and chatting with new contacts at all kinds of networking functions.

In between all this, you’re connected, to your phone, PC or laptop, feverishly checking your emails and responding via some kind of enabled device every 12 seconds. So when in the world do you have time to supersize your connectivity via online social networks?? How can MySpace, facebook, LinkedIn or YouTube have any relevance for your business?? Isn’t that stuff just for teens, wannabe rock bands and geeks who don’t have a life?

The simple answer is: NO. Although there are silly people doing outrageous things (some making complete asses of themselves for sure), there is real business done through these portals and others, tons of of it.

Pick up WIRED magazine, check out any number of online marketing or advertising resources (MarketingProfs, AdAge) and you will see the buzz is not about IF social online networking platforms are working, but HOW they are working, and why it’s more than time to jump onboard.

The digital landscape is constantly evolving, and industry insiders have lots of valuable info and insight, so I trekked to NYC yesterday to attend AWNY’s Social Networking breakfast.  Execs from LinkedIn, Hulu.com, Dove and several top creative agencies discussed how the platforms can be used to target specific market segments as well as provide real data on consumer needs, preferences and developing habits.

Specific success stories highlighted the facts:millions of people are actively using these interaction portals for a full spectrum of meaningful lifestyle-enhancing and buying activity: whether it’s finding work, catching up with old college buddies, or landing lucrative new business deals. The best part about all this for the small business owner, is that these particular opportunities to build brand awareness, reach new prospects and make more money, are FREE!!

So, yours truly has recently stopped complaining about how much time I don’t have to be involved with this stuff. Like Dove and Geiko and a slew of the major brands, I’m testing the waters. Each week I’m joining new groups, strategically creating profiles, inviting colleagues and following national experts. All this action has already created exciting new client opps and peer engagement. I’ve already found several great people to friend in Boston, London and California - and I’m getting invites all over the place.  I must confess after one week I am happily “tweeting” as much as I can! (Check out my posts at Twitter.com, at marcomwhiz.)

I’ll let you know what develops as far as real business and how much these tools actualy cost me in terms of time taken away from other important tasks. In the interim, I challenge you to get moving.  Start slowly and with a specific business objective. Post to a relevant blog, create your own, connect with new leads through common friends, or join a new social networking platform. Do something within this terrific digital sales and marketing platfom and see what happens!

Aging Rockers Relive Heyday!

That very well COULD have been an apt title of an article about a recent Ringo Starr concert I attended in NYC in June. Ringo and his current All Star Band read like a Who’s Who of the 60’s-90’s… yet on their own, it may have been a tough go to put together a major tour (let alone sell out a venue like Radio City Music Hall).

But to hell with their ages and the fact that they performed mostly decades old tunes. This brilliant Beatle used some savvy positioning and lively marketing, and put together a winning entertainment experience that capitalizes on the respective strengths of a group of super talented musicians. It was sheer genius… Ringo is not a singer by any stretch, and to paraphrase a quote by John Lennon, he was not even considered the best drummer in the band!  No matter. Ringo IS a funny, engaging entertainer, who knows how to put on a great show despite his own unique shortcomings.

So how can busy entrepreneurs profit from “what’s my name, Ringo”?? Creative marketing ROCKS! Yes, there must be a real product or service and real value, but the business lesson that can be learned from Mr. Starr is to concentrate on the gold you have to offer. Even if there are areas that could use some improvement, if you are a serious entrepreneur seeking success, position yourself properly, highlight your strengths and then make sure - like Ringo and his evolving roster of All Stars -  you deliver the goods with gusto!

Have you profited from any smart branding or creative marketing tips lately?? Please feel free to share your winning business-building ideas here.

Taking Smart Risks

I’m sure you’ve heard this before, but it’s something worth repeating… if you are in business there is going to be some kind of risk involved.

The idea is to manage the percentage of risk, so you are not playing Russian Roulette with your money or your company’s future.

To achieve that a clear strategy has got to be part of the mix, along with a healthy dash of defining objectives. Ask yourself these questions every time you go to jump at an "opportunity"…

• What is my objective (to raise brand awareness, promote a new service, use as a loss leader to up sell something else??)
• Is this the right venue for the demographic market(s) I want to reach?
• Is the timing right?
• Is the message clear, on point and motivational?

So many entrepreneurs hire me after wasting thousands of dollars and tons of time because they embraced the scattered "onesie" approach - trying a little of this, buying a bit of a "sure thing" (which usually is an ad or direct mail package that is price driven and touted by some unrelentingly pushy salesperson.)

The result: untold dollars down the drain, and little if no response. I know, because in my first entrepreneurial leap ( back in the late 80’s as a co-owner of a new retail store) I made many of those mistakes. It took some time but through lots of in-the-trenches reading, attending workshops, asking questions, observation, and testing, I developed a winning branding, messaging and sales system, which produced millions in new revenues!

So, save yourself from some major headaches and do your homework before you embark on any more marketing misadventures. And if this is not your gig, work with a team who can keep you on point and give you sensible direction. They include professional marketing consultants, graphic designers, webmasters and copywriters - these are the folks that other successful entrepreneurs engage because they can assess the landscape, make strong recommendations and produce winning campaigns.

While you still may be entering uncharted territory, this way you’ve got a parachute on before you jump.

I LOVE Joe Connolly!

How can you not love a guy who reports so well on all manners of global, national and small business topics?? Mr. Connolly’s succinct insight can be heard every day via WCBS 880, a New York City based radio station. But the best stuff from this Wall Street Journal reporter comes to light in the slick, jointly produced Small Business breakfasts and lunches that he regularly hosts.The topics are always pertinent and new networking opps abound with attendees from the tri-state area.

I recently attended the last one (held in White Plains) and as usual Joe picked the brains of several successful entrepreneurs, getting their spin on what it takes to thrive in a down market. The room was packed, with active audience participation. Though the industries represented could not be any more diverse (there was a mover, a business management consultant, a nutritionist and a limo company owner) the common thread was about taking action. Through a pointed Q&A’s, all these entrepreneurs shared a brief overview of their firms, their unique challenges and how they are navigating through a sluggish economy.

Here’s the scoop: They all invested in their respective businesses - whether it was by taking over another competitor, marketing their expertise, or diversifying services (in reaction to client or market needs). Bottom line these folks were on the panel because they had salient points that other business owners could benefit from.  Joe keeps the conversation on point and is not shy about pressing someone to qualify broad statements. The energy in the room is always electric, and the model that WCBS is using (carefully timed events, great topics, assorted vendors with giveaways, in various locales in NY, NJ and CT) are helping newbies and established business owners alike.

My advice to all entrepreneurs - find the time to attend your own version of a WCBS Small Business Network function. Because whether you are reminded about stuff you already know, learn a few new tricks or make a valuable new contact, vibrant forums can absolutely help you become more productive and successful!

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