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

Topgolf Provides Marketing Inspiration. Fun Entertainment. And Even Practice If You Want It.

Topgolf is a marketing story.

It’s a cool example of being able to think creatively and reimagine a commodity activity.

Consider: a golf driving facility where nearly half of its customers play regular golf once or less per year! If that makes no sense, it’s because Topgolf is something completely different.

The team behind Topgolf took an existing, mature business (golf driving range practice) and transformed that into a new business concept that’s a fun, social, entertainment experience. With a much broader customer base. And with much greater revenue potential.

Credit: Topgolf

Credit: Topgolf

Continue reading

Free Supermarket Turkey is Easy. Donating is Harder. Why?

Free turkey promotions are common at USA supermarkets leading up to the Thanksgiving holiday. But something’s missing: providing shoppers with an easy donation option.

I was next in line at a ShopRite supermarket the other day when the woman in front of me asked the cashier/bagger team: Is there a way to donate my free turkey?

ShopRite Free Turkey Promotion

Credit: ShopRite

What a great question, I thought. And missed opportunity – to foster a charity spirit and help those less fortunate at a point in time. Continue reading

Smart Differentiation Powers Wholesale Fish Purveyor

You wouldn’t expect to hear “differentiation” and “wholesale fish” in the same sentence.

Until now.

Credit: Red's Best.

Credit: Red’s Best.

Boston entrepreneur Jared Auerbach created a company that brands wholesale fish under the Red’s Best name. He’s combined brand management, technology, a keen understanding of end users and storytelling to craft his go-to-market business strategy: Continue reading