Thursday, October 30, 2008

 

MoM Links for Oct 30, 2008

I haven't done one of these in awhile, but there's a TON of great content out there worth sharing.

What's In It For Them?: The Simple Dollar points out why many networking techniques don't work, largely because there's not enough value for the other guy. They then provide ten ways to improve reciprocal relationship-building in your professional network.

Give Them a Microphone: Ten simple ways to super-charge your email marketing with proven word-of-mouth strategies (thanks, Andy)

Make Yourself Smarter: Learn how other smart people got and stay that way.

Finding (and using) 120 More Minutes A Day: Seth outlines a great plan for what could happen if you carve out more time for yourself, and use it well.

2008 Top of the Funnel List: Here's a fantastic collection of B2B sales & marketing resources pulled together by the Funnelholic.

Tuesday, October 28, 2008

 

LOL with Chiquita

Bananas are just bananas, right? Let's say you're the marketing manager for Chiquita. How do you get people to interact with your brand? For a commodity food like bananas, it can be a challenge.

It can also start with nothing more than smarter leverage of an existing resource. Those little stickers on each banana? What if you changed what's printed on it?

My banana this morning, instead of featuring the usual blue, full-sticker Chiquita logo, was bright purple and said "LOL at eatachiquita.com". The different color made the sticker stand out, and the message made it hard not to visit the Web site and interact a bit with the brand.

I'm guessing this campaign cost Chiquita next to nothing to execute (since they're in the habit of printing and affixing stickers on bananas anyway), but I'd love to know what kind of traffic and engagement they're getting from this. Smart stuff.

Sunday, October 26, 2008

 

Recalibration

It's easy to spend 1) too much time in the weeds without confirming your direction, or 2) so much time seeking direction that you don't actually go anywhere. Both are real concerns for businesses big and small.

The right balance, of course, is somewhere in the middle. Don't assume that recalibration of your priorities and objectives is a waste of time, but don't spend days overthinking it either. If you're spending at least 75% of your time on execution, no matter what your level or size of business, you're on the right track.

Special thanks to Andy Sernovitz for pointing out these 16 really smart questions that every business should ask, from Howard Mann of The Business Brickyard. Not a bad set of questions to ask yourself every couple months.
  1. What products or services do you sell?
  2. What is your core purpose?
  3. What are the biggest opportunities for your organization/product/service?
  4. What are the biggest challenges/dangers to overcome?
  5. What are your unique abilities/strengths?
  6. Who are your customers?
  7. List your top 5 primary competitors and their specific strengths as you and/or your market see them
  8. Who do your target clients think of first when “shopping” your category?
  9. What is the biggest issue that is dragging down your entire industry?
  10. What do you dislike most about your market and/or your industry?
  11. What makes your business a “tough business”?
  12. What is your organization’s durable competitive advantage? In other words, what can you say that no one else can say?
  13. Your “Skyscraper” Business. Describe (In as much detail as possible) what you would want your business to be like 20 years from today. Revenue, profit, offices, clients, staff,etc…
  14. What are the medium term goals of your organization? (Within 3 years)
  15. What are the short term goals of your organization? (Within 12 months)
  16. If we were sitting one 1 year from today, what (specifically) would have happened with your business to make you VERY happy with the results?

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