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

When Strategy and Tactics Don’t Mesh, You Get Ruth’s Chris Steak for -50%

On Saturday afternoon, the management team of Ruth’s Chris Steak House in Ann Arbor, MI had a bad case of indigestion.

That’s because they faced a week of giving 50% discounts on every check.

Read on for the explanation and marketing analysis, but first the headline.

This is why you need Marketing Discipline. Strategy first, then tactics.

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The Promotion

Ruth’s Chris Steak House (Ann Arbor, MI) decided to implement a sports marketing promotion tied to the local University of Michigan football team.

Beginning with Saturday’s game and running for the rest of the season, the upscale eatery would offer percentage discounts equivalent to the Wolverines’ margin of victory. For example, a 17-point win would mean a 17% discount.

The “Score Big” promo would be in effect, after the game, Sunday through Thursday. Continue reading

Why Your Business Needs “Marketing Discipline”

This isn’t about the kind of discipline you get in the principal’s office.

I’m talking the good kind of discipline here, what I refer to as Marketing Discipline. You’d better have some in your business, or don’t be surprised when the CEO calls for the wrong reasons.

To me, the concept of Marketing Discipline is a fundamental criterion of success. Yet, with the unrelenting focus and fascination on shiny new tactics, the discipline part of marketing often gets lost in the wash. Continue reading