The One-Trick Pony Syndrome

Have you ever heard the phrase, “a one-trick pony?”

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Researchers believe the “one-trick pony” phrase comes from an entertainment background. According to research, the earliest reference was associated with circus ponies used to perform a trick or feat that impressed audiences. The ponies involved could do an amazing act, such as walking on their hind feet, but that was all they could do. Eventually, the audiences got bored with the show. In one version of the story, a pony had a dog partner that would ride on it. While the audience got sick of seeing the pony do the same thing every time the circus was in town, the dog gained fame because it learned and began to perform new tricks. In time, the dog became the star, and the pony was relegated to hauling circus carts.

Is Your Business A One-Trick Pony?

The moral of the story here is not to allow your business to get stuck on only one good thing. It’s tempting to think that if you have something good going, why ruin it? Well, over time that good thing will become less and less popular. The number of customers who want it will diminish and the business will have to start cutting prices to keep it attractive. Eventually, the product or service won’t sell at all.

Palm PDAs and Blackberry were both perfect examples of the one-trick pony mistake. They both had a really good product for a while, but both companies failed to upgrade and develop new products. Eventually, someone else did, and their customer base walked away. Those text screens on a Blackberry and similarly on a Palm PDA simply looked old and obsolete versus smartphones like the original Apple iPhone. The world had changed.

It’s Time to Diversify

Is your business riding the wave right now of a star pony? If so, now is the time to be looking for and generating a new path. Diversify into a new product or new service. Not only does it protect your business’ longevity, but multiple revenue streams from different customers will eventually offset each other when one of them starts to weaken.

Companies that map out their product/service life cycle and plan for eventual loss with replacement “ponies” are the firms that survive and grow. Don’t let all your energy, money, time, and effort go down the drain with a one-trick pony. Instead, use the initial success to be your springboard for the next one.

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Indra Nooyi: A Story in Being Yourself and Persistence

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Have you ever heard of Indra Nooyi? Maybe not, but you’ve probably bought her product at one time or another in the past year. Ms. Nooyi is the CEO of Pepsi-Co., the makers of the popular and well-known Pepsi soda brand. However, her position at Pepsi is not necessarily what is the most amazing fact of her story. Granted, reaching the status of being a Fortune 500 company CEO is huge and significant, but how Ms. Nooyi got her start is the real story. That’s because she risked everything with no safety net to fall back on.

Some Compelling Advice

Indra Nooyi came to the U.S. like so many other great minds, arriving as a student immigrant. Ms. Nooyi jumped to a slot in Harvard’s master’s degree program in business. However, graduating wasn’t her biggest challenge. It was translating her academic success into a result:  getting a job. Ms. Nooyi’s first real interview was total failure – no connection, no rhythm, no job. However, she received a piece of advice from a professor that Ms. Nooyi has carried forward since then to her role as a CEO. She was told to simply “be herself.”

Ms. Nooyi clearly took the advice she received to heart. Not only has she been herself as intelligent, smart, persistent, and daring, she has also scored an enviable position of 75 percent plus support by her own employees worldwide. See if you can find a politician with as much support even when winning a national election.

What Makes A Person Successful?

For business owners and leaders, the lesson from Ms. Nooyi is to never forget what really makes a person successful. It’s not the suit, it’s not the past laurels, and it’s not the school degree. What makes the difference that catches people’s attention and gets their support is one’s personal confidence and persistence. Ms. Nooyi gambled everything with not just coming to the U.S. to succeed but to also establish herself in a highly competitive arena: business consulting. Had she failed, Ms. Nooyi would have had to return back to India and likely would have disappeared into a vast number of IT companies there; everything for her was on the line. But she persisted. And Ms. Nooyi, with her new advice on being herself, was quickly hired. That in turn became her path to eventually becoming Pepsi-Co.’s latest CEO.

A Better Choice

Business leaders trying to keep a company going will at some point face a challenge where everything has to be put on the line to get to the next level. Many don’t take that leap. It’s too risky, it’s too costly, or it’s too unknown. Yet from Ms. Nooyi’s example, the last thing anyone should be doing is trying hard to fake their way through the issue. Be yourself. Trust your skills and trust your gut to make the right the decision. That’s what got a person to a leadership role in the first place, so why should he or she be any different at the moment that counts the most? Risk, responsibilities, fears of what-if can all combine to make someone think behaving differently may be the best path forward. Clearly, from Ms. Nooyi’s example, there’s a better choice.

Personalization Matters: Why Going the Extra Mile is Always Worth It

_ThinkstockPhotos-508197435.jpgWhen people talk about the decline of “mom and pop” businesses in favor of the giant, national retailers, one of the things they bring up is that it’s hard to find a store that you can walk into these days where the person behind the counter actually takes the time to learn your name. You can’t walk into a national brand and expect someone to go “Hey, Phil – how did that new garden hose you bought last week work out for you? I’ve been thinking about you, and I thought you might like this other new product, too.”

But the fact of the matter is that these days are not over – not by a long shot and especially not in the world of marketing. You absolutely can inject this much more intimate, fulfilling level of personalization into your marketing collateral – provided that you’re willing to go the extra mile.

Personalization in Marketing: By the Numbers

If you ever wanted a clear cut example of why “going the extra mile” is an investment that pays off in more ways than one, look no further than the following statistics:

  • According to a recent study from Digital Trends, an incredible seventy-three percent of consumers prefer to do business with brands that use personal information to help create more enriching, more relevant shopping experiences.
  • According to a completely separate study from Infosys, eighty-six percent of consumers said that the level of personalization (or the lack thereof) absolutely plays a role in their purchasing decisions.
  • If you think that personalization is only a game for digital and internet-centric businesses, think again: direct mail success rates are continuing to trend upwards because, you guessed it, people find actual mail that they can hold in their hand much more personal and rewarding than something that is easily ignored like an email.

It’s About “Walking the Walk”

The major benefits of personalization in marketing extend far beyond just statistics like these, however. It all comes back to the values that your brand represents and the promise that you’re making to each and every one of your customers. Simply put, it’s one thing to say that you care about all of your customers – it’s another thing entirely to do the types of things that turn this from catchphrase into irrefutable fact.

Put yourself in their shoes. If you get two pieces of marketing collateral in the mail – one of which is addressed “Dear Sir or Madame” and another that has your name and maybe even specific information about past purchases that you’ve made – which one are you going to put more faith in? Which one would you bet cares about you more? Which one would you believe has a vested interest in making your life better?

Your customers have made their opinion loud and clear – they don’t just want you to sell to them. It isn’t just enough to have a product or service that is objectively better than anyone else’s. They want to be a part of something larger than a single purchase. They want something that they’re not going to get anywhere else – a true relationship with the people they give their hard-earned money to. Personalization and going the extra mile are just among the many, many ways that you can now do that in the modern era.

The Power of Facebook Apps

A GREAT WAY TO CUSTOMIZE AND ENHANCE YOUR BUSINESS PAGE

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Facebook apps are a great way to customize and enhance your business page. While there are an endless variety of Facebook apps available, here are a few of the most popular Facebook app options:

  • If you are a MailChimp user, you can integrate Mailchimp with your Facebook page to grow your email list and share your campaigns.
  • Pagemodo enables you to create custom tabs for your Facebook page, such as creating a welcome page, offering coupons, or featuring your products.
  • Polldaddy allows you to run surveys, quizzes, and polls through your Facebook page, with results available in your Polldaddy dashboard.
  • LiveChat offers an integration for your Facebook Page so that you can easily chat with your customers while they are using Facebook.
  • The YouTube Tab displays your latest YouTube channels’ videos in a tab on your Facebook Page.
  • Heyo allows you to easily create contests and campaigns for Facebook with customizable templates.
  • Facebook Shop enables you to sell products directly on your Facebook page and allows customers to go through the complete checkout process without ever leaving Facebook.
  • Livestream allows you to stream live videos from your Facebook Page in real time and track their performance.
  • Page Yourself allows you to customize, drag, and drop elements on your Facebook Pages, so it looks similar to your blog.

5 Ways to Toot Your Own Horn

ONE, TWO, THREE, LOOK AT ME!

With the rise of email and digital marketing, you might be under the impression that print promotions are “dead,” but nothing could be further from the truth. Reach your interested customers who are staggering under the weight of spam emails and poorly-targeted digital advertising with an impactful and beautifully designed print promotion.

Rules of the Road

Whether you’re looking for a quick response to a particular promotion or your goal is to build interest over time with advertising, these key design rules will ensure that your message has the desired impact for your next project.

Repetition, Repetition, Repetition Sending out just one mailing piece will not provide you with the results that you would like. Instead, design a series of staggered, targeted promotions.

Make an Impact There’s no need for subtlety in advertising. Insert a clear call to action, or next step, for your customers within the design.

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Types of Promotions

No matter the promotion type, execution is critical. Poorly-presented type or design could ruin an otherwise clever idea — taking it from eye-popping to eye-rolling in a moment. Below are five common promotion design types depending on your goal:

Self-Promotion

Is your business the best at what it does? Say so! Create a booklet that details your specific offerings or a simple postcard that drives people to a web-based landing page or to give you a call.

Brag Promotions

Brag promotions are the ideal way of letting your audience know that you’ve done something impressive. Win an award recently or get recognized within your community? Create a brag promotion as part of a larger project and include messaging about how the award will benefit your customers.

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Capabilities Promotions

Want to let your clients know how many options you have available at their fingertips? Capabilities promotions are a great way to explain the breadth or depth of services that you offer.

Invitations

Let your customers know you have a special event coming up soon. Host an open house, a business gala, or a community fundraiser, and use a creatively designed and printed invitation to spread the word.

“Just Because”

There is never a bad time to say “Thanks” or celebrate a special occasion. Send a printed and well-designed note to your customers for corporate anniversaries, holidays, or after a large order.

Ready to design and create print promotions and advertising that makes people take action? Give us a call, and we’ll help you craft the perfect promotional piece that will get you noticed!

The “Foot in the Door” Technique

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Nobody questions the value of getting “a foot in the door.” We all strive at one point or another to get a foot in the door with an employer, an institution of higher learning, or even a romantic relationship.

As a marketer, however, your interest in getting a foot in the door is more likely with your customers and a hopeful precursor to a big sale! A salesman who gets a foot in the door by getting customers to agree to a small initial request will undoubtedly find greater success with larger requests (think major sales $$!) down the line.

Freedman and Fraser’s Compliance Experiment

One of the first studies to scientifically investigate the “foot in the door” phenomenon was the 1966 compliance experiment by Jonathan L. Freedman and Scott C. Fraser. This experiment took place in two independent phases that used different approaches and test subjects. Because these studies were conducted on weekdays during the more conservative 1960s, the vast majority of test subjects were housewives.

The first Freedman and Fraser study divided 156 subjects into two basic groups. Both of these groups were telephoned by researchers who pretended to be from the consumer goods industry. One of the groups was contacted only once with a relatively large request. The other group was contacted twice, first with an initial small request and then with the much larger second request. In this case, the small request was to simply answer a few questions about kitchen products while the larger request, which came three days after the small request, was to allow someone to come into the home and catalog the contents of all their cabinets.

The second study essentially followed the same template as the first, but used the posting of a small and discrete window sign as its small request and the installation of a large and unattractive yard billboard as its large request.

The Effectiveness of the “Foot in the Door” Technique

The results of the Freedman and Fraser experiment were quite revealing. In the kitchen products study, subjects who agreed to the small first request were more than twice as likely to comply with the large second request. The results of second study backed up those of the first with significantly more people agreeing to place an eyesore of a billboard in their yard after previously agreeing to place a small sign in the window of their home or automobile. Perhaps most surprising, it did not even seem to matter that the promotional social message of the small sign (keeping California clean) was entirely different from that of the gaudy billboard (driving safely).

Modern Marketing Implications

The use of the phrase “a foot in the door” usually conjures images of the old fashioned door-to-door salesman who manages to wedge his wingtips against the doorjamb of your entryway after you answer your doorbell. And we all know that after he gets his foot in the door (or gets you to agree to a small initial request), he will undoubtedly try to make his way into your house (or get you to agree to a much larger second request).

But how does this sales technique work in the modern marketing landscape? In short, it’s all about calls-to-action (CTAs).

Call Them into Action

If you are distributing printed material that ends with a CTA, you may want to consider how far to push your customer base with your initial request. Don’t scare away a potential sale by asking too much too soon.

You can wait a bit for that big sale if it means building a comfortable and lasting rapport with your customers. Consider closing your marketing materials with a modest request or CTA and gain compliance for a big future payday!

Avoid These Common Print Marketing Mistakes for Visually Compelling Content

SM4P.jpgCompelling images are the perfect way to attract attention and create an emotional connection with your customers and prospects. Avoid these common mistakes as you design newer and richer content moving forward.

Mistake #1: You Didn’t Keep It Simple

Why do you think audiences have gravitated towards visual print marketing content over the last few years? If you thought “because people are bombarded with information these days from nearly every angle,” you’d be right! From the moment people wake up in the morning, their smartphones are sending them emails and push notifications. They’re wading through dozens of blog posts. They’re reading massive reports at work all day long. Information is everywhere, and it can often feel overwhelming.

Solution: Make your print marketing visually impactful, and easy to read and interpret.

Visual print marketing is an excellent way to relieve people from these stresses – or at least; it’s supposed to be. It can allow you to take your message and wrap it up in a way that is easy to understand and a refreshing change of pace from everything else.

Think about it in terms of infographics. Infographics are an incredibly popular form of visual content because they take complicated ideas and break them down to just what you need to know and nothing more. Apply this same concept to your print marketing designs.

Mistake #2: You Failed to Account For Light

When you’re leaning so heavily on your visuals, you MUST account for the number one factor that can destroy the feeling you were going for – light.

How that gorgeous new flyer or banner you’re creating looks on a computer screen and how it looks in a store window in your neighborhood can be very, very different depending on the lighting quality of the area, the direction of the sun, and more.

Solution: Ask yourself how light will affect every decision you make, from the richness of the colors you’re choosing to the specific type of paper (and finish) you’ll be using.

Accounting for these simple mistakes will put you ahead of the game and on your way to stunning and compelling visual print marketing.