October 2010

Time2Budget

Most every one of my clients is in the budget preparation and planning stage…it is the season after all! Many of you are coming out of some tough times and all the expenses that can realistically be cut have been. To best make these cash flow numbers work for everyone you simply must take another look at the revenue side. It’s always “fun” to project big growth, but being practical means figuring out how the revenue will grow in 2011.

Plan4Growth

Can I be direct?

There are only two ways to grow revenue – increase your Drawing Power or increase your Selling Power. Building your Drawing Power means you’ll need to attract new customers. If you want to pull in new people you’ll need to plan for more advertising, outreach, marketing, public relations or hope for a somewhat random uptick in sales.

You can also make more money by selling more products and services to your current clients, patients or customers. This is called Selling Power. If you want to sell more things to your current customers you’ll need to plan for more training, marketing, education or perhaps some new products or services. There are no shortcuts.

The point is – none of this happens accidentally.

Pretending you’ll magically see a 20% sales increase doesn’t do anyone any favors…especially in these hyper-competitive times. Instead, evaluate what new things you’ll need to do in order to make 2011 a revenue success. Take a fresh look at how you spend your advertising budget, how you equip your sales force, how you market or promote your company and how you can take advantage of all the new ideas out there.

September 2010

Connect2People

How do you possibly say “a picture is worth a thousand words” without repeating that trite saying?

The answer is you show, demonstrate, create emotion, and build a connection. A top notch photograph as the focal point of your advertising campaign typically does the trick. Don’t get me wrong – engaging copy can do a great job drawing your audience in or helping them to take action, but the value of an integrated photograph is too often underestimated.

Now See4Yourself

This is Libby. She is a six year old cancer survivor from Roanoke, Virginia.

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Rather than telling everyone how much good the Children’s Miracle Network is doing, the organization ( www.carilionclinic.org/Carilion/cmn ) made the decision to connect with their audience through Libby. This photograph used in a local billboard campaign, captures the essence of Libby and builds an emotional tie to the Children’s Miracle Network and the Clinic.

If you’d like to evaluate if custom photography or building a “bank of images” for future use by your company or organization would make sense you can visit www.brettwinterlemon.com and see some more of his work and speak with him directly. Using creative photography can make a huge impact…for ideas on integrating photography and other creative concepts.

August 2010

Hard2Believe

It was a quiet evening. Just a few nights ago we were on the sofa watching something on television when a commercial came on. It was for State Farm (sorry Robert and Tony) – you’ve probably seen it yourself. My almost nine year old son spoke up and proclaimed, “I don’t like State Farm.” Caught off guard, I asked him why and he told me, “I like Geico.”

To him it wasn’t really anything against State Farm (I breathed a sigh of relief for Big Red). It was that he really liked Geico. That’s the power of television and top of mind awareness. The fact it is driven home before a child reaches nine years old tells you all you really need to know about making an impact with your advertising.

Reminder4Us

For a nine year old, the dueling insurance company marketing messages were a lot like picking football teams. He really liked the Gecko in the Geico commercials, that’s all. To him it’s like picking a team – just like rooting for the Dallas Cowboys (obviously I am not a perfect parent). I suspect many product and service decisions made by kids and grown-ups alike are quite similar. That’s why your organization or company is in a constant battle for mind space – even with youngsters.

July 2010

Needed2Fix

There seems to be a bit of a flurry lately. In the past three or four months I have had a number of companies and organizations reach out to me to ask about their web sites. Everyone in interactive business recognizes the need for a web site as a tool to engage communication and grow a base of business. The problem seems to be related to sites that have been built a few years ago – or before. Back then “programmers” wanted to use complicated language to make clients dependant on them for future changes. Sure the sites may look good and they may even be easy for the user to navigate, but a small little change, or a new picture, or a new employee always seemed to create a hassle because the original web design company had to make all the changes.

That isn’t the way web sites need to work anymore.

Better4It

You can have a populated, lively, interactive and easy to find and navigate web site that uses the latest technology to make the “back end” edits so much easier. You do not need a degree or have to understand how to write “code” or anything like that to change, edit or update your own web site – by yourself.

We love to help our clients and partners.

In this type of situation, the best help we can provide is to build it right and give you the tools to make small changes as you desire in the timing you want. Plus, by giving you the “keys to drive the web site”, we maintain a good relationship with you and are still available to help with strategy, Search Engine Optimization and any other problems or opportunities you face. It’s the best approach.

June 2010

Ideas2Share

Super Bowl Champion Coach Bill Belichick teaches the concept that “ideas should be innocent until proven guilty”. It’s true – really. People are too often afraid of ideas. Fresh ideas are usually followed by change and change is not a friend to many. Ideas in and of themselves are not the culprit. It is what organizations, leaders and people do with those ideas that really determine change.

Lesson4Us

Does your company value fresh thought? Are your people open to being innovative? Do you usher a spirit of collaboration?

This is the exact right time to begin to open your organization to new and out of the ordinary concepts and thoughts. Whether it is a new product launch, a new approach or continuing business development as before – be open to new ideas and create a culture where fear is set aside and an open mind to how you can grow your business or organization is embraced.

May 2010

Have2Brand

So much is made recently about branding your company. Use logo or name recognition to get that customer in the door or to remind that client to come see you more often. Create top of mind awareness to build traffic and increase sales. They are all good reminders - all good suggestions. Each a powerful part of the business generation plan. Advertising draws those potential clients in – so can marketing and public relations. Where companies sometimes slip off track is in engaging those customers once they have made an initial decision to do business with you or shop at your location.

Lesson4Us

It’s important to get new customers. It’s even more important to keep those customers. Two current business partners of mine specialize in that. For years Jerry Brown at www.businessvoice.com has been helping literally thousands of locations around the world market to their current base of clients through his Point of Entry Marketing Programs. Whether someone approaches you by calling, clicking or visiting, they want to learn more – now you can connect with them. See how you can extend that initial brand power…email Jerry directly at jbrown@businessvoice.com.

The purpose of the “care card” is to stay in touch with your clients. My old leader Jon Harpst has an interesting program (www.sendoutcards.com/73353) that can help your sales force or marketing team regularly interact with their clients at a very reasonable price. It is a great example of branding carried out to the one-on-one level. Commemorate an anniversary, celebrate a birthday, or send a personal note of recognition. You can sample it free or call Jon directly at 517.202.7849 to learn more about setting up your own program. He’ll walk you through the program personally.