Friday, October 31, 2008


I'll be brief. I'm busy getting ready to attend the SEMA/AAPEX/NACE trade shows in Las Vegas next week. (If you plan to attend email me. Maybe we can meet up.)

But, before my next marketing tip the U.S. will have elected a new President/VP. And whichever team wins, history will be made.

The winner will likely be the candidate that best stayed "on-message" and who's message resonated with Americans.

That may or may not be the best leader. But in my opinion it will, by definition, be the best marketer.

I try to side-step politics in my tips. I'll make no exception today. This is a business forum, not a political one.

The role of marketing in deciding any political candidate is fraught with controversy. There are many strong arguments for and against the "packaging of the president."

But it can't be denied that driving the candidacy of both sides in nearly every major political contest whether it's president or library board is a marketing strategy.

Your brand may stand to learn from the campaigns. Here's a couple quick questions to analyze your position in the polls:

- Are you listening to and do you understand your "constituency"?
- Does your message connect with your constituents?
- Are you staying "on-message" by focusing on a few key points?
- Are you reaching as many "voters" as possible as often as possible with your message?
- Are you watching and reacting to your competitors or ignoring them?

Gallup may not be polling your prospects. But they are voting on your marketing campaign -- with their pocketbooks.

I know some of my readers live outside the U.S. But, if you're a registered U.S. voter I urge you to get out and vote on Tuesday.

In fact Beth and I were part of history by participating in the first Presidential race with early voting here in Chicago.

Funny. The unofficial motto here in the Windy City has always been "Vote early and often." Now at least one of them is legal!

Thursday, October 23, 2008


Is Silence Golden?

Sorry it's been a couple of weeks since my last marketing tip. I've been very busy.

In response to my lack of communication I've been swamped by my loyal readers with -- silence.

Not a single marketing tip subscriber emailed to say they missed me -- or wanted to be sure I was well.

Don't worry, I'm not offended.

I often get comments from readers who enjoy a particular tip. I'm flattered by the feedback.

But there is a marketing message in this:

No one will tell you they miss you if you stop advertising, doing publicity or making sales calls. They'll just forget you.

Despite whatever we might say about marketing relationship, it's a rather lopsided relationship.

In the survey in my last email I asked marketers what they were doing in the face of the economic downturn.

Most said: "Staying closer to current customers".

Wise choice! Remember out of sight, out of mind.