Author: Matt Murdoch

Cool Marketing Idea (Weekly Winner)

I really love it when someone proves basic marketing principles, like the concepts I discussed in my previous post about Market, Message, Media.

I recently received a box in the mail (yes…snail mail). Inside was a retro red viewfinder and three slide discs. How can you NOT take a minute to look through this. I did. I looked at it all—primarily because I thought it was a cool marketing piece. But then I realized they were smart and that they did their homework.

They found out who I was and a potential problem I may have (the Market). They wrote great copy to get my attention and their website was spot on (the Message). And then came the Media.

The viewfinder was great. But this morning I received an email with a customized video for me by a sales rep. The video wasn’t a finely polished piece, but that worked in it’s favor. It seemed more authentic, more natural. In the email were a list of dates and times that he’s available for a meeting. Great touch.

In the end, their marketing did two things really fast through some shock and awe. It informed me of their services and it persuaded me to call. Essentially, it got exactly what they wanted from me—a meeting. I’m talking with them later today.

 

Marketing Basics (part 1): Market, Message, Media

I was hooked instantly. Marketing 101 at the University of Utah was what launched my formal interest in the world of marketing and advertising. My professor talked in simple terms, sharing core principles that I’ve never forgotten and that I use to this day.

Understanding the basics of marketing are a look into the life of your potential consumer. First, you need to understand who the person is and the problem they are trying to solve (the Market). It could be a manager struggling to find solutions to keep a highly valued employee from quitting (perhaps something like Jhana could help), or a teenage girl who is looking for a modest prom dress (they actually exist!).

Once you understand who you are trying to reach, and their circumstance(s) you can look at how you talk with them (the Message). I’ve subscribed to Geoffrey Moore’s formula of building an effective value proposition in his book Crossing the Chasm (a must read). It’s a simple template that gets right to the point.

For  ____________ (target customer)
who ____________  (statement of the need or opportunity)
our (product/service name) is  ____________  (product category)
that (statement of benefit) ____________ .

As an example:

For content marketers
who are struggling to find proven methods of lead generation in their industry,
our service is the first open-collaboration library of marketing strategies and tactics
that break down results by target segment.

With your target market and your value proposition in place, you can start looking at the communication channels to reach them (the Media).

It seems that everyone jumps to this step first. Big mistake. You want to understand what establishments your prospects frequent—Facebook, LinkedIn, YouTube, the New York Times, Interstate 15 between Las Vegas and Barstow—and then build your communication strategy. This will save you time, money, and a lot of wasted resources.

Market. Message. Media. These are some of the basics of marketing that I’ll be exploring in depth in future posts.

Finding Your Purpose

Regardless of the path that winds through your life and your career, it will unquestioningly have its twists and turns. Some will take you down fun and exciting trails, and some will lead to impassable cliffs. In both cases, it’s critical to understand your purpose and where you want to go.

“This is the true joy in life,
the being used for a purpose recognized by yourself as a mighty one;
the being thoroughly worn out before you are thrown on the scrap heap;
the being a force of Nature instead of a feverish selfish little clod of ailments and grievances complaining that the world will not devote itself to making you happy.”
—George Bernard Shaw

Marketing is in my blood

I grew up in a house filled with marketing.

Literally.

Dad worked in television for 43 years and it seems every evening we discussed principles of advertising, critiquing tv ads, or discussing new products he’d seen. CBS paraphernalia was everywhere in our house, and I’m lucky enough to have a box of autographs from nearly every popular actor in the 80’s who had shows on CBS, including Tom Selleck, Walter Cronkite and the entire cast of M*A*S*H.

It’s safe to say that I like marketing. No, let me rephrase that. I really like marketing. I think about it, I read about it, and I research it every day. More importantly, I’m lucky to have had the privilege to practice it every day for nearly 25 years in my various careers.

Inspiration for my entire career has stemmed from a single quote that I found when visiting the Ogilvy & Mather offices in New York City many, many years ago.

Raise your sights! Blaze new trails! Compete with the immortals!
—David Ogilvy

Dad died last year, but my goal is to carry on his drive and love of marketing and to pass along same passion he instilled in me. So let’s work together to blaze new trails and discover new ideas to make a difference in our tribe.

Thanks Dad.