Here we are in June, already. To understand the full impact of this, one really has to live in someplace like Phoenix, where the thermometer and a sizzling-hot steering wheel, when one hasn’t been fortunate enough to have procured covered parking, are a constant reminder it is “deep summer.”

This year, there are other, perhaps more profound impacts to consider, as well. In the order of their relative consequence, I would rank them this way:  1.) the economy 2.) the 2014 national election and 3.) The Attitude.

We can do about as much to affect the first two as Will Rogers said we could do about the weather .  .  . nothing (air conditioning and revitalizing trips to the ocean or mountains notwithstanding).

Attitude stirs the drink

But, oh that third one: attitude. Simply put, attitude is the difference maker, the game-breaker, the turning point, the difference. It separates the “woe is me” folks from the get-up-and-goers

A “challenging” economy can spell doom – and for many it does. Or it can be a much needed wakeup call for those among us who have become a little complacent with some degree of success. On the upside, tougher times can be enough to convert us from strollers to hustlers (the legal variety, that is).

Back in 1973, when asked about the success of his New York Yankees, Yankee manager Ralph Houk pointed to slugger Reggie Jackson, dubbed “Mr. October” for his World Series prowess, and said,” He’s the straw that stirs the drink.” The same can be said for attitude. Attitude can be the oft-referred-to “plus factor.”

All things being equal

Those who succeed in hard times are those who have a determination to “lap” their competitors who have a tendency to mope while focusing on things like gas prices, tough-to-close sales and the empty half of the glass. In some perverse way paucity of effort may to some seem a more comfortable port when encountering a perfect storm.

In the meantime, the reenergized-by-necessity overachievers will look for creative ways to continue to get their share of what has become a smaller pie. Ways this can be accomplished include picking up the phone to call on that juicy prospect; getting in touch with that inactive client by way of a new idea or, even, entertaining new initiatives of various descriptions (like a new product or service they can offer).

One of my all-time-favorite cartoons appeared in The New Yorker back in the day. In it, these two emaciated guys are shown spread-eagled by shackles on their arms and legs, and are suspended far above the floor of a dungeon. With a gleam in his eye, one looks toward the other, and says, I’ve got a an id

How about you?

Do you have an idea? As the pilot announced when we arrived at the gate in Chicago, “If Chicago is your final destination this morning, now would be an excellent time to deplane.” Likewise, if your destination is success, now, in a “soft” economy, would be an excellent time to do something dynamic about it.

I don’t know how it is where you live, but summertime in the desert tends to turn us into burrowing animals, the kind that retreat into the air cooled comfort of our nest. Or, we might even venture out to the pool or the neighborhood watering hole. But, the idea of traveling across town to that prospect’s office, to that trade show or to that networking event just doesn’t quite as inviting.

Think about the new opportunities you have. Be twice as energetic and inventive as the crowd. Who knows, maybe swimming upstream beats drifting and dreaming. Now, just think of a good idea, pick up the phone and dial for dollars.

As we look toward a future beyond the recession, marketers are fixing their sights on the customers who will be at the core of the economic recovery. In the past it was the Baby Boomers, with their optimistic attitudes, sheer numbers and buying power, who helped pull America out of recessions. But not this time. Those born between 1946 and 1964 have been hit hard and they’ve seen their savings and retirement accounts decimated. So close to retirement age, their focus on practicality will likely continue well into the economic recovery years. And Baby Boomer interests will turn more toward home, finance, healthcare, personal care and lifestyle issues, according to a new report from Price  Waterhouse Coopers and Retail Forward.

This time the economic recovery will be driven by the affluent segments of Gen X and the young Gen Y, plus another source that many marketers have failed to consider–the growing Hispanic market.

Gen X and Gen Y: The Newest Gadgets and Technology RuleIt’s the Gen X and Gen Y demos that have disposable income, says Price Waterhouse Cooper, and they spend differently and have different ways of seeking bargains than Boomers. Though there is discrepancy among sources, Gen Xers are generally described as individuals born between 1965 and 1976, up to the late 70s, and Gen Y (also known as Millennial) consumers were born from the late 70s or 1980 to the early-mid 90s.

The reports suggests “up-market affluents,” a segment of the Gen X market, will have a meaningful positive impact on the recovery due to their stage in life and above-average spending potential. About 60 percent of Gen Xers have attended college, though they may work to live rather than live to work as many Boomers do.

For the young Gen Y consumers between 18 and 27 who were surveyed, just 25 percent say the economy has significantly changed their spending behavior. This is likely due to their higher proportion of discretionary income as a result of fewer debts and a less urgent need to save. Marketers must take into consideration their preference for texting and online communication rather than phone or face-to-face communication and other forms of interaction, which remain more popular with Boomers and Gen Xers.

Gen Y consumers are accustomed to instant gratification and keeping up with the latest gadgets and spending on technology staples will remain a priority.

Latinos: A Growing Demographic That Values Family and Home
More than 15 million Hispanics in the US command $1 trillion in buying power, according to a new Hispanic marketing trends survey commissioned by Orci. Latinos make up more than 15 percent of the population and are predicted to number 50 million after the 2010 census. That’s an increase of 42 percent since 2000. Hispanics are the heaviest users of wireless access to mobile phones and laptops and 80 percent of Latinos socialize online.

Campaigns targeting Latinos will benefit entrepreneurs marketing everything from diapers to fashion and beauty. According to a recent study from The Nielsen Company, Hispanic shoppers, on average, spend more on products for babies and children and more on food consumed at home when compared to the general population.

Marketers targeting Hispanic demos should take into account specific cultural differences and ethnic preferences. For example, according to the Pew Hispanic Center’s National Survey of Latinos, more than half of Latinos ages 16 to 25 identify themselves first by their family’s country of origin, and an additional 20 percent generally use the terms “Hispanic” or “Latino” first when describing themselves. They are satisfied with their lives, optimistic about their futures and place a high value on education, hard work and career success. A valuable market indeed.

– With thanks to Kim T. Gordon  

To be or not to be? That is the question when deciding if you should be represented by a marketing agency..

Among the four or five start-up companies that approached Marketing Partners of Arizona for advice recently was one whose owners were conflicted over the question of whether or not to enlist outside marketing help. Their stated fundamental purpose for procuring such assistance would be to sharpen their strategic advertising and public relations weapons and, perhaps, elevate the professionalism of their collateral materials and enhance their overall image. The core problem shared by each of the marketing client-candidates, not surprisingly, was under-capitalization.

The strategic marketing tools we recommended, they felt, were excellent, but, unfortunately, were deemed “unaffordable,” considering their meager budget. Because we perceived these particular companies to be “certifiably” financially strained, and its spokespeople were quite  sincere, we offered our blessings, and sent them off with some general suggestions for some marketing campaign upgrades they could assumedly perform adequately without outside (our) help. Hopefully, they will succeed in their difficult quest.

On the other hand – and this is an important distinction – we would have been derelict in our role as marketing communication consultants had we not urged them to apply any “affordable” funds to induce the timely emergence of their respective new enterprises. Valuable – even crucial — time can be lost through do-it-yourself marketing campaigns, and, with apologies to our friends in the legal profession, it might be said, he who represents himself has a fool for a (marketer).

 “If you don’t know where you’re going, any road will take you there.”

The point would seem to be that before setting out on a journey to a new place, even in marketing, public relations and advertising, it obviously is prudent to have a road map.

A marketing campaign is, for many I have encountered, one such — would you believe, vital — new place. It, therefore, follows that one should have a road map.  .  . a written one, if you please. Symbolically speaking, putting it down in pencil is ideal, because it should be a changing, growing thing – the mother of all “living wills,” to my way of thinking.

There are dozens of templates for marketing plans being offered online, or you should be able to get one through your friendly, neighborhood marketing consultant. Most of these – both, the customized and the canned — are proprietary, so you should expect to pay a fee. But if you are hazy on what comprises a good marketing plan, it is well worth the investment.

10 key actions that make marketing plans work

Of course, following on the heels of the planning process, the other – and equally important – step is execution. That said, following is a list of 10 guiding principles that if followed will surely maximize your chances for marketing success.

Good luck. And happy marketing!

1. Form a vision of what you plan to achieve.
2. Develop a plan to make your vision a reality.
3. Judge whether an opportunity is one to seize or let pass within the context of understanding whether or not it fits into your goals (you can’t act on every good idea).
4. Make sure your plan gives you a framework for making decisions.
5. Get accustomed to making choices.
6. Understand that the “perfect solution” is never going to come along (looking for perfection is merely a way to avoid making choices).
7. Get out of your comfort zone (change is always uncomfortable).
8. Make a real commitment to progress.
9. Get used to saying “yes,” get used to saying “no,” and do both with commitment and conviction.
10. Recognize opportunities, and, then grab on (if you don’t “pull the trigger,” you can’t hit the target).

.  .  . “You have two ears and one mouth!”

I recently was reminded about the above advice, and the idea it implies. It was mentioned in a job interview context, but certainly it has other important applications.

The rule of thumb I inferred from the advice was, “listen twice as much you speak,” corresponding, as it were, to that same ears-to-mouth ratio.

In a marketing sense, opinion surveys are a time-honored tool for the very reason they have been found to be helpful in determining what a target prospect feels, thinks and wants. So why, conversely, are we seemingly so insistent on preferring to hear the sound of our own voice rather than that of our prospect, client, mentors and associates?

One of the many possible answers is that in these short-attention-span times we become so concerned we will be given neither the time nor attention to get our idea(s) out there that we think it essential to just blurt them out (the other party’s needs or wishes notwithstanding).

Here’s a related “marketing tip” for winning an account:

Do your homework. Become conversant enough with what makes a prospect and/or their business tick that incoming conversation (what they say) has at least an outside chance of being heard. Do this, and you may be amazed to discover how much more effective your thoughts and words are when it becomes your turn to speak.

Here’s another tip:

Have a pre-prepared list of pertinent questions to ask, if and when your prospect – or, for that matter, new client or fellow worker – runs low on thoughts, words (or wind) which inevitably will happen. Then, here’s still another surprise! .  .  . you, then, may marvel at just how grateful they seem to take a few breaths while they find out what’s on your mind.

Many years ago, we heard that bright and incisive negotiation guru, our friend Somers White, say, “He who talks first loses!” This advice has served us well through the years, and we shudder to think of how much we might have missed out on, had we been talking at the time, rather than listening.

Final thought: Next time you are engaged in a fairly pivotal conversation, “celebrate the silence” that can occur between the time the other party stops – and you start – talking. Look closely into their eyes, and hesitate for a few counts. You may detect that they seem to be fairly begging for you to respond to what they have been saying.

But, if you respond in a disconnected way, a sure indication you haven’t been focusing on what they said, you may have negated any advantage that comes from “listening.”

*Center of Influence   Quotient (a term entirely fabricated by A. Starr)

Whether or not we are acutely aware of it, we all have centers of influence. These are groups to which we belong or have belonged, ranging from college classmates and Greek organizations to professional, trade and community organizations, special-interest clubs and churches/synagogues memberships, etc.

These may include the “gang” at the neighborhood hangout, beauty/barber shop, ball field or golf course. In essence, they are those with whom we “rub elbows” on occasion.

The power of these human contacts is never to be underestimated as a key piece of a success matrix that includes friends, family and clients/customers. Depending on the circumstances, they can “have your back” in times when your back needs “having.” They are the connections you may need for getting an appointment in the C-Suite, an appointment for a daughter to West Point or scoring a recommendation for membership in an exclusive group to which you otherwise wouldn’t have a prayer of cracking.

Think about it. Can you count the number of times you have been “bailed-out” (let’s hope figuratively) by a friend in need. Remind me to tell you about the two hours I spent in a Newport Beach lockup, in 1987 before being sprung by Bill Campbell (and, believe me, he never looked better!).

How to cultivate COI’s

While we all have them, one can never have too many (that’s something like being too skinny). That’s why we must spend time working, playing and interacting with others in various ways (this is in contrast to spending entirely too much time on the Internet). But can these vital helpers be “grown?” . . . Certainly, and the best way is by being a helper, ourselves, even going out of our way to offer assistance to others.

Such a characteristic probably already comes naturally to you, but if not, exercise your “helping-hand muscle” every chance you get. One of the biggest boosts I feel I am able to receive is to have someone call on me for assistance (even the unpaid kind) or advice. It makes a statement. It means they respect you. And when you are able to connect one in need with what they need, this means you are what Malcolm Gladwell, in The Tipping Point, calls a connector.

And no finer designation – or reputation – can be earned.

I came by it naturally, as it kind of ran in our family while I was growing up. It sometimes seemed someone was always calling on my mom or dad for a favor. Think about it; you probably can say the same.

Sure, helping others is a “good move”

. . . and the danger is it may sometimes be taken to extremes. But what we may “give” pales in comparison to the good feeling we often may receive when we know we have been able, perhaps uniquely, to give someone that certain something they had hoped we could help them with when they called on us.

We all should be thinking about an appropriate and effective response to the hypothetical, yet critical question, “Why should we give you our business?” As I previously have mentioned, it was anything but hypothetical in the case of one of our clients who, while skilled at delivering those daunting “elevator speeches,” was nonetheless stumped when one of his was met with the challenging question shown above.

If this should happen to you, your “post-elevator-speech” response may be the last opportunity you will ever have to sell yourself, so it had better be to the point, and laced with relevant – and supportable – claims. Here’s a clue: Build your answer entirely around things unique to you and your business. The only things your prospect is interested are those things through which you can be distinguished from your competitors.

Vague generalities and empty or meaningless claims are verboten. Be clear, specific and benefits-oriented, rather than features-oriented in your response. And never rely on emotion rather than facts.  If you can’t dazzle your questioner on the spot, at least try to entice them with something of substance in order to “buy” enough time to give more thought to their needs and concerns before giving a more comprehensive response at a future date.

The keys are brevity, clarity, pertinence, and, if more time is needed to develop a truly appropriate response, enough “enticement power” to facilitate a follow-up opportunity.

We were delighted recently to again have had the privilege of writing a tagline for a client. It was a line that their top management adopted with enthusiasm, as did their key personnel.

A tagline – a good one, at least – is more than just a few words below a corporate logo. Like Finger Lickin’ Good, You Deserve a Break Today and Just Do It, these little descriptors go a long way toward giving a brand an identity that focuses prospects – and staff – on its benefits and creates meaningful differentiation from its “Brand X” competitors.

Try it, you’ll like it!

I really concur with what Gene Grabowski had to say about corporate spending in a bad economy recently.

Gene observed that, ” When revenues are shrinking, some (mistakenly . . . my word) think that communications and
public relations represent “nonessential” business practices that ought to be
reined in.”

He added, ” For corporate communicators, this economic skepticism raises questions about
what—if anything—we can do, outside traditional advertising, to help consumers
feel better about opening up their wallets and checkbooks. Here’s the
reality. While advertising tends to reinforce purchasing decisions, strong public relations creates
them—and that’s precisely what’s needed at a time when more consumers are
focused on what they need, as opposed to what they want.”

These all were good points. Speaking of points, here, specifically, are the “Big Five” to which Gene referred:

1. Avoid going into
the bunker when it comes to communications. Instead,
invest and apply your efforts strategically during a downturn to maximize the
return on your investment. You can curtail some communications activities and
postpone others that may be on the drawing board, but if you go dark in digital,
social, or traditional PR in a recession, you risk lowering confidence in your
brand.

2.
Shift your communications efforts away from corporate
responsibility and reputation issues and toward promoting your products and
services in ways that extend beyond traditional advertising. This will conserve
financial resources and keep you visible where you most need to be.

3. Talk
about value, not price. Right now, nobody wants to be
reminded of how much they have to shell out for a particular product or service.
They’d much rather be reminded of what they’re getting in return for their
money.

4.
Follow the lead of the best food and consumer product
companies by offering more of a product or service
for the same price. Reducing prices only conditions buyers to expect bargains
and makes it harder to raise prices when the economy picks up.

5. You may note that times are
challenging, but you must refrain from
sending any messages that paint the current economic condition as desperate.
When consumers are feeling overly anxious, they close their wallets and their
minds.

Well said, Mr. Grabowski. What do YOU think? Please share it with us.

In one of the more memorable scenes from that venerable Broadway and Big Screen smash hit, South Pacific, Nellie Forbush promises herself, “I’m gonna wash that man right out of my hair!”

I’m amazed to sometimes hear the following from otherwise savvy business people: “We rely on our sales force rather than marketing.” To me that’s something like saying, “Our car doesn’t need a transmission, it has a powerful engine.”

Figuratively speaking, such a notion should be “washed away” with all due haste. To continue along the metaphorical path on which I’ve begun this treatise, marketing is to sales what conditioner is to shampoo. To wit, when prospects are confronted by a salesperson, for what ever reason, they either are inclined to lean a bit favorably in its direction, or a bit negatively in the other direction. Their reasons for this may or may not be based on experience or valid information. What is important is the fact they have a tendency to lean one way or the other.

It has been proven time and time again that positive, persuasive marketing messages will cause most consumers, of most any product or service, to be swayed in (so far as sales efforts are concerned) in the positive direction. In other words, to varying degrees, “the skids will have been greased” for the salesperson.

Good marketing, in combination with competent, benefits-based salesmanship completes a marriage made in “bottom-line heaven.” With the addition of that all- important third member of the sales promotion “trinity,” good customer service, a brand may have won a customer for life.

In general, sales are pretty hard to come by, and the two-way communication they require (which should be reserved for closings) is, in terms of time and pure effort, too time consuming and expensive, considering the net value they produce. The answer is an intelligent sprinkling of the type of one-way communication marketing communication uniquely provides.

Sales and marketing, far from being mutually exclusive as many people seem to think, should be treated by management like the bosom buddies they actually are.

Wash that notion right out of your hair!

In one of the more memorable scenes from that venerable Broadway and Big Screen smash hit, South Pacific, Nellie Forbush promises herself, “I’m gonna wash that man right out of my hair!”

I’m amazed to sometimes hear the following from otherwise savvy business people: “We rely on our sales force rather than marketing.” To me that’s something like saying, “Our car doesn’t need a transmission, it has a powerful engine.”

Figuratively speaking, such a notion should be “washed away” with all due haste. To continue along the metaphorical path on which I’ve begun this treatise, marketing is to sales what conditioner is to shampoo. To wit, when prospects are confronted by a salesperson, for what ever reason, they either are inclined to lean a bit favorably in its direction, or a bit negatively in the other direction. Their reasons for this may or may not be based on experience or valid information. What is important is the fact they have a tendency to lean one way or the other.

It has been proven time and time again that positive, persuasive marketing messages will cause most consumers, of most any product or service, to be swayed in (so far as sales efforts are concerned) in the positive direction. In other words, to varying degrees, “the skids will have been greased” for the salesperson.

Good marketing, in combination with competent, benefits-based salesmanship completes a marriage made in “bottom-line heaven.” With the addition of that all- important third member of the sales promotion “trinity,” good customer service, a brand may have won a customer for life.

In general, sales are pretty hard to come by, and the two-way communication they require (which should be reserved for closings) is, in terms of time and pure effort, too time consuming and expensive, considering the net value they produce. The answer is an intelligent sprinkling of the type of one-way communication marketing communication uniquely provides.

Sales and marketing, far from being mutually exclusive as many people seem to think, should be treated by management like the bosom buddies they actually are.