OK, I have to admit I didn’t work to hard this summer and as I prepare to head off to Edmonton for our daughters wedding, August just isn’t going to get the attention it deserves. But, here I am at my computer thinking about my return.

It seems the whole world is focused on social media and being a bit of a junky myself, I understand the interest and expectations. However, it is not the only answer. It’s easy to become scattered trying to do everything. One of the most successful practitioners of social media is Seth Godin and he only does one thing, blog. I think that is a key, just focusing on one thing. Like Seth, I’m not much in the land of facebook and linkedin although I try, but I’m a writer and it is my passion.

I have decided that I will make an even greater commitment to it and less to the many other distractions. My creative collaborator, Bob Garlick and I will focus on one well planned pitch a month. We are not trying for 10 or 20 or more clients, just a few. That is our business, creative and campaign development. And we can not be everything to everybody. So focus becomes even more important.

Our focus is creating content for social media strategies. To often the perception is that in using all the things we are more effective, but all the things only work if the content is of interest to the readership you are trying to reach. You notice the word “readership.” That is the key to a successful social media campaign, content, without it, you are missing the boat.

You have to say something of interest. You have to provide that engagement. That point where the reader becomes involved, and the key to remember here is that it is all about them and not you. So when I return to my profession, I have to focus on you, my reader.

With that in mind, here is my thought; think about your potential new clients and what is most important to them and their business. For its all about them and the service you provide to their benefit. I know I will be thinking about your needs and if I do, I’ll be able to pay for all my fun this summer.

See you in September,

David

There is a constant buzz about followers in this land of social media and I suppose followers are okay for the individual trying to build a reputation but if you’re a retailer, not so much.

For a retailer in social media land it’s all about content and in particular, strategic content. It has to be about engaging the customer as the store is there to provide a service. A service valued by the consumer. So having a twitter account to tell that potential customer about your hours of operation doesn’t carry a lot of weight.

A website with a face book page over all is pretty weak unless it gets that customer or potential customer engaged. You need something to involve them. So what is strategic content? It’s that content that gets the customer involved and gets them to come back again and again.

People shop on line, as retailer you want them buying on line. If your website has a blog component it’s easier to expand your reach with content, news of interest, contests, games, community service something they can buy into and its value.

People are searching. Searching to be inspired, educated, entertained. That’s what we do at Transitions Advertising; we create that content based on ideas that are relevant to both you and your customer.

All too often we are taken in by the numbers, but to be effective its still one person at a time. Followers are in essence one person at a time, shouldn’t customers be thought of in the same way. And the blog component is a story for an individual and that is what makes them tell others. When that happens, you have buyers.

Being a small business has a particular handicap and that is being small. The bigger the project the more stretched you become. Being stretched to the limit many times affects your capacity to manage the project. Therefore you must understand your limitations.

The biggest part of that process is a complete outline of the project, so you know everything you have to do and what tools outside of you are needed and when. All too often the idea of big money over takes your ability to deliver and that can have a disastrous impact on client relationships.

We all hear about seeing the big picture, but do we? Many times we are half way down the pipe when we become overwhelmed. So what is the difference between success and failure, planning. 

Well planned events are manageable, the rest are not. So what do you do when you find yourself in these situations? First, evaluate your immediate needs, second, find those who can help fill the holes, third, forget about the money you were going to make and forth, don’t panic.

What has the greatest long term benefit to your business? It is a great finished product or project because it will sell the next big project and we all know that’s what you need for your next show & tell. Make the money back on the next one.

Build a template based on what happened this time so the next time it won’t be too much. Build in all the conditions that overwhelmed you and make them part of the plan so they are covered off before you start. And know when to say NO! If you can’t say no then very soon you will be back in the same situation, overwhelmed by “too much.”

Knowing when too much is too much can bring the success you’re looking for.

This morning as I was reading Seth Godin’s latest post it brought about an interesting thought that had been rolling around in my head. Seth’s comments were about a vegan ice parlour in New York. 

The point was that when the ladies who started Lula’s Apothecary  they didn’t have enough money for signage to tell people that they were selling vegan ice cream. The vegan community found them anyway and told everyone they knew.  Which brings me to the point that if you have a great product it can speak for itself?

That story takes me to another point about the ethical-battle fatigue that is hitting grocery buyers. For some Canadian food buyers judgment day has taken on a new meaning, what is right to buy? They are exhausted and frustrated in being told what is good and bad.

While the statement may sound a bit trite, you have to remember that the boomer generation grew up just buying; now it has become a test. So how does this apply to the small business? It says that maybe sometimes it is best just to let people buy, don’t make it a test.

When the media is pushing the agenda, sometimes you can benefit by just providing the service and let the consumer make the decision. This strategy can take the fatigue out of the experience. Happy customers come back, focus your business on the experience, not the education, their getting enough of that everyday.

All too often we find ourselves in a slump, struggling to grow. Like Maria in my serial novel “The Rumba Store” growth is hard to come by. When we find ourselves in these situations, we have to question what we are doing and review our strategy.

A business plan is just that, a plan. It does mean its right, it’s just a plan and when things aren’t working we have to review, we have to evaluate. It doesn’t mean the plan is wrong, just that there are things within the plan that need to be reconsidered.

We also have to recognize that change and evolution are part of business. The tools we are using maybe right, it may just be how we are using them or the market we are targeting. Can we put our skills to better use? And we must research. There is a lot of information out there, but what is best for us.

For me I have become a bit of a Seth Godin www.sethgodin.com fan and to make a point, a quote, “Most people work hard to find artful ways to say very little. Instead of polishing that turd, why not work harder to think of something remarkable or important to say in the first place?” 

And it’s true, we do make every effort to be artful, but isn’t it more important, particularly to those we are trying to reach, to say something that’s important to them, not us. There is also the recognition that maybe the clients we are trying to seduce just aren’t worth the effort and there are more likely candidates to spend our time on.

While we find the allure of email, blogs, twitter, facebook and all their sundry partners so very attractive, never forget the phone. A good conversation can lead to a good personal relationship. It can get that the dream client just as effectively as all those other tools. A deep trust relationship is built on a personal relationship, not an email. Bonding is a human trait constantly overlooked in today’s viral world.

Make a friend, its good for you and your business!

In the last sixteen days I have written Monday to Friday on the subject of preparing a marketing overview. The points to be considered when preparing a new business plan or a new strategy for an existing business.

Now its done, what’s next? I laid out the what to do, pretty boring stuff, but very important stuff when you’re in business by yourself or with a few other people. Not much said that hasn’t been said before, so how do I make it different, more effective, interesting and engaging.

After all, isn’t that what we’re all trying to do, be more effective, interesting and engaging.

 …”The Rumba Store”

I have started writing a serial novel about a women that follows a dream, a present day dream, about starting anew. As we progress through the story you will see the implementation of a plan. Whose plan, don’t know yet, but it wouldn’t been much of a story if I told you, now would it.

The first installment is up and I will write Monday to Friday until our heroine finds success.

David Hutchison     david@transitionsadvertising.com

You have now spent several weeks working your way through the marketing overview; this day is to review of all that has been written and determined. Overall you have looked at your business in detail and have created an operating plan, your operating plan.

Today you begin the process of execution, the working at the plan that has been created. To start the day, do an evaluation of all that you have written. I always suggest to my clients to print a hard copy, walk away from the computer and with note pad in hand read the plan from start to finish. This is day one of the real work, doing the work. Don’t allow distraction, focus on the process and plot out the daily requirements of the plan, because this is the hard part, doing it.

There is no more time for planning; now everything is doing. It is ground zero, the starting point from which you will judge your progress for days, weeks, months and years. And be aware; there are going to be days when you think, “What was I thinking.”

Create a success file, itemize the successes, so when you have those moments of doubt and shame, you have things to point at, to keep you on track, when things go off track. Nothing is a straight line, but as you have gone through the process you have addressed the previous pitfalls. Remember the failings, be aware and diligent.

And before I leave you for the day, just one last point, its not whether you get knocked down, its whether you get up.

Good luck,

David Hutchison     david@transitionsadvertising.com

We have now reached the point where the rubber begins to hit the road. This is the sixteenth step in the process, the marketing action plan. With all the information and strategy you have developed, review and determine what’s the plan of action.

As you begin to outline the process of execution, remember this is the day to day operation. It is the implementation of the marketing program that you have created. In a small business it is going to the networking meetings, preparing your communications plans and putting them into play, the cold calls, the warm calls, the hots calls. If it’s a bigger business a media plan maybe part of the process.

It is the day to day work of being in business. Don’t make it to complicated, make it manageable, make it a pleasure. If it’s to complicated, unmanageable and just plain hard work, you won’t do it.

Try to plot our the first month, who are your first targets, have the funds inplace for the campaign and allow yourself a few easy ones. Nothing like some success to maintain motivation. Like handling a sail boat feel the wind, tack to it, adjust.

The key to the process is the word “action.” Be active, use the phone, use social media, use your networks, knock on doors and ask for support. Be inquiring, ask questions, always ask questions, how can you be of services and remember “wifm” (what’s in it for me) as it applies to your clients.

And finally think about the “7 P’s” Product, Place, Price and Promotion, Physical Environment, People, Process. The 7 P’s can sometimes divert attention from the customer, but the framework they offer can be very useful in building the action plans.

It’s you business, take the time to think all elements through, there are no short cuts, be thorough. You are marketing you as much as your business, and the smaller you are the more this holds true. Don’t be afraid to be the brand, you are your greatest asset.

See you Monday,

David Hutchison    david@transitions advertising.com

Your marketing plans are going to determine the success you are chasing! It is your marketing strategy that is going to make the phone ring. These plans are going to define you against your competition. And never, never ever think money or time unspent on your marketing plans will put you financially ahead.

What you want are budgets based on a real evaluation of where you and your business are and what you are capable of given existing market conditions. These budgets also have to be high enough to achieve business growth. Growth in any business is important, but so is practicality.

When developing your budgets, do your homework and get a handle on the market. What are the real conditions and how will they impact on your business? What is the competition doing? Is the market optimistic or pessimistic?

How practical are your marketing plans. How much time are you going to devote to marketing? Experience has taught me that out of the shoot you need to allocate at least 65% of your time and budget to marketing. It is everything!

Take the time to really think through your budget, look at it from all sides, write every consideration down, for it is what is overlooked that can kill you. And remember, new technology and the ways we communicateare changing rapidly, if you don’t change with it, success will be difficult. And finally, plan for the long haul as that’s all there is.

See you tomorrow,

David Hutchison

In the development of a marketing overview, milestones are designed to signify progress of the strategy that will evolve from the creation of your plan. Within the framework of project management, a milestone is the end of a stage that marks the completion of a work package or phase.

The first component is to decide what are the milestones that apply to your business. Second and often over looked part is to place them in full view allowing you to see them on a daily basis so they are part of your business. Part of your operation. If you can’t see them you can’t track them.

The third part is the actual tracking of the progress you are making towards their fulfillment. Tracking them helps to assure their achievement. The tracking also puts you out in front of them so you can adjust your plan as you move forward. If something is not working, you need to adjust.

And finally, make them achievable, not easy, but achievable. With each achievement there is a greater drive to make the next one happen.  Achievement is part of the success factor, which is why you’re doing to this, success.

See you tomorrow,

David Hutchison    david@transitionsadvertising.com