Execution Breakdown: Sales Team Sent to Trade Show with Defunct Email Address on Business Cards

What separates the winners from everyone else when it comes to successful business execution?

Credit: iStock

Attention to details, or put another way, making sure the operational nuts and bolts are in order. Plus, doing that with a customer-focused mindset that’s spread across the entire organization.

It’s not surprising, with so much emphasis on high-tech tools, that the basic “low tech” stuff that keeps the trains moving can be overlooked or even dismissed. Sometimes, the new tools are positioned in sexy wrapping paper and target (take advantage of?) those always looking for the next shiny new object. Of course, others offer real utility and have staying power.

To be clear, technology and related wow tools can provide amazing ways for marketers and business people to succeed in their jobs. For example, last month I attended a presentation on artificial intelligence and machine learning, geared as an introduction for marketers. Cool stuff and important to know more about that.

The basics aren’t sexy but get the right things done well!

Last week, I reconnected with a former colleague at an industry trade show. It was great seeing him and we exchanged contact info.

The next day I sent him a short note, using the email address on his business card. The message bounced back undeliverable. Strange. Fortunately, I located a second work email address on LinkedIn (we’re connected), and resent my note. Someone he met at the trade show would not have been able to do that.

He responded as follows: “Sorry, we just changed our email addresses and we don’t have new cards yet.” Then, prominently marked in bold red at the bottom of his message was the real “NEW EMAIL ADDRESS” to be used going forward.

I share this story to reinforce my message about the nuts and bolts required for best execution. Continue reading

Interact with Customers in Real Time to Boost Satisfaction & Repeat Purchase

It’s good to ask your customer how was everything. It’s so much better to ask how is everything.

Learning in real time enables you to receive and process customer feedback so you can act and influence the outcome.

The team at the Hilton hotel in Fort Collins, CO embraces this philosophy. They reached out to me before and during my recent visit. Continue reading

Showtime’s New Series is Built on Deception and Bad for America

Writing about marketing and business is more fun when sharing excellent examples and great creativity.

However, just as important, sometimes we have to learn from what’s not excellent. A new “comedy” series from Showtime is a glaring example.

Authenticity and transparency are important go-to-market levers. Consumers want that in their products and services. Citizens want that in their government. We don’t always get it.

Part of the reason is that we all, even implicitly, allow it to happen.

Credit: Showtime (sho.com)

Take Showtime’s new series with Sacha Baron Cohen, Who Is America? According to the network, the series “features his first new characters in 15 years, which are so believably performed that they can exist in the real world.”

Let me translate: these “believable new characters” are fraudulent impersonations of purportedly real people, designed to trick targets into participating in on-camera interviews.

With all the challenges we face as a society, why does Showtime feel the need to pay for and promote “gotcha” deception? Continue reading

Take Net Promoter to the Next Level. Ask For the Recommendation.

Think about this sales growth opportunity. Companies may calculate their Net Promoter Score, but how many actually ask the customer to take any action?

Rhino Shelf does. The North Carolina company sells DIY garage storage kits. I learned about them recently when assisting my brother install his system.

The product is excellent, and if you’re considering garage storage options and are handy with tools, it might be a good solution for you. (They also offer an installation option.)

This isn’t a product review, so let’s continue with the marketing commentary. Continue reading

This Is Marketing: We Are in the Holy S*** Business

A new corporate brand campaign for MGM Resorts International has a hidden benefit.

It helps translate and demonstrate what some business leaders consider “mumbo jumbo.” That would be marketing cornerstones such as branding, positioning and customer experience.

These critical building blocks, and others, are like oxygen to marketers and business leaders who believe in the power of smart, disciplined marketing to help build and grow profitable businesses, and keep them relevant.

But, not everyone is a believer, and not all practitioners have instilled confidence.

Credit: MGM Resorts International.

So, particularly for the marketing skeptics, this new MGM marketing is instructive. It’s strong, bold marketing that grabs attention. And seemingly has a chance to be effective.* Continue reading