I’m Not Reading That, I Don’t Have Time

June 29, 2009 By Simren Deogun Leave a Comment

Quality over Quantity.

Ever come across a blog, article or piece of marketing collateral (e.g. Case Study or Whitepaper) that simply leaves you, well, not wanting more?

Quantity. In this case, length of a given document and/or the number of said documents, I believe is a key deciding factor on whether or not a prospective customer will give up time in his/her extremely busy schedule.

Quantity certainly has its place, especially when it comes to technical or legal documents, and perhaps once in a while with the odd Marketing handout. But, three 10 page documents plus a host of case studies and whatever else you can muster does not provide me with everything I’m looking for as a prospect, it gives me too much.

Maybe I’ll skim one of the collateral pieces, but even if I am seriously interested I will not read them all. Why? Because it is easier, faster and probably more beneficial for me to pick up the phone and talk to someone — salesperson or otherwise. I get the information now and can source out exactly what I’m looking for.

Think Quality instead. Make an impact with your collateral.

Is it necessary to hand out all of these documents all the time? No, you should be catering to your audience.

Can you say the same in 300 words that you previously said in 3000? Yes, if you think it impossible then hire a writer or editor who knows how to streamline.

I’m the prospect. I want you to pull me in, not show me that you have more things than your competitor? Do not make me question if those things are better, prove it.

Quality over quantity.

Filed Under: Best Practices Tagged With: , , , , ,

Godin says ‘Find Your Voice’

June 25, 2009 By Simren Deogun Leave a Comment

I ask the multi-million dollar question: “How?”

I have no straight-forward answer to offer, unfortunately. Much like Godin’s take on the plethora of approaches to Marketing, there is no standardized manner in which you or your department can find that niche.

Godin writes:

Don’t worry about someone else’s invented standards for new media, invent your own. Avoid obvious mistakes, don’t follow obvious successes.

Find your voice, don’t copy someone else’s.

The most difficult part of his advice (and the most truthful) is that being the industry copycat is not a roadmap to success. Yet, it’s easy, often too easy, to look at what your competitors and other great marketers are doing and duplicating it to mimic the same results.

For me, at least, finding my voice as an individual marketer (outside of my place of work) has been honouring my instincts as often as I can.

It has been about believing in what I believe in but also being able to stomach criticism and the sometimes cold realities of the workplace.

Embrace change. Welcome ideas. Be open-minded. Communicate constantly. Start and Finish all things.

These are great places and ways to start finding your voice — don’t be afraid.

Though Godin tells us to avoid mistakes, the reality is that they will happen and hopefully you’re in an environment that will allow you to grow because of them.

Filed Under: Thoughts Tagged With: , , , ,

I Like the NEW Pepsi Logo

June 23, 2009 By Simren Deogun Leave a Comment

Some recent research I did on Pepsi’s rebranding efforts have left me unbelievably astonished.

See Before & After’s debate and the Comments on Brand New.

A seemingly clear majority dislike Pepsi’s new logo. I am a proud supporter of different opinions and voicing them freely but I was shocked to find my initial reaction to be so vastly oppositional to that of the masses.

New
pepsi_new 		  vs.   Old
pepsi_old

It is an undeniable gutsy move for this big cola player to make a rebranding move in the middle of a recession. Frankly, I commend them, not only for the guts but for a job well done.

And I am not simply taking the position of devil’s advocate for the sake of it but rather truly believe that the newly modernized design represents a fresh outlook and face. It also speaks to a young generation while not entirely abandoning generations passed.

Why I like the new logo:

  • Clean, simple, modern design that optimizes white space
  • While inherently modern, the logo possesses a slightly retro feel harkening to a simpler time much like its lines
  • No shading, who cares? The cans are already 3D!
  • Daring to be different in a market that relies on generational bestowal, that is, habits of past familial generations are passed on to offspring, even cola preferences.

I vehemently disagree with naysayers that argue the look is not youthful and that it lacks a certain “punch” opting instead for bland and unexciting. The punch lies within the change, it resides in Pepsi’s decision to take chances.

For a moment, think Apple. They are the powerhouse monopolists of clean, simple, engaging design. Ultimately, appealing to a market that has been yearning for an itch to be scratched that the PC conglomerate just cannot reach. I recall a time when the public did not understand the Apple Macintosh — its sleek design a stark departure from the bulky, black box under their desk — now Apple’s design (and industry-leading functionality) is welcomed and eagerly anticipated.

Pepsi’s new logo stands a fighting chance and I predict it will grow on the unsuspecting yet open-voiced, disapproving masses.

Are you engaged yet? Watch this new Pepsi ad and maybe you’ll begin to see what I see.

Filed Under: Campaigns Tagged With: , , , , , , ,

Understanding & Compassion

June 22, 2009 By Simren Deogun Leave a Comment

What if your product doesn’t work?

What if your service doesn’t fulfill its purpose?

Flaws, mistakes and the like happen. And if this is the reason for lackluster performance then recovery is possible. But if your good or service is simply badly designed then your hope should be invested elsewhere.

Ultimately, you hope your customers will show understanding and compassion for your errors. You should do the same.

Remember that patience and understanding are invaluable. It may be a cliche but the old and religiously-entrenched adage is quite true: “Do unto others as you would have done unto you.”

Filed Under: Thoughts Tagged With: ,

CRMs

June 17, 2009 By Simren Deogun Leave a Comment

Do you know what a CRM is? If the answer is ‘no’, we have a few things to discuss!

CRM = Customer Relationship Management

Customer Relationship Management = exactly what it’s called. The ever-complex process of managing a business’s relationship and interaction with its customers, and often extends to prospective customers, partners, and other critical business relationships. Ultimately, it centers on satisfaction and the ability to effectively communicate, understand your customer and sustain a long-term relationship.

CRM Software Solutions = Technological incarnations of the above.

Salesforce is probably the best known brand for a CRM solution that I have experienced. It certainly has a viable competitor in Oracle but I can’t honestly name any others.

These software solutions can play extremely critical roles in developing and maintaining consistent relationships. A CRM solution will allow you to store, track, report, analyze, campaign, score and comprehend to the fullest your organization’s relationships.

Customer Satisfaction. Are you selling something? A good or a service? Does that offering ever change? Does your target ever change? Do you know what they want? ARE THEY SATISFIED?

Satisfaction means recurring revenue, long-lasting relationships, market research, demographic and psychographic heaven AND growth and success.

Taking the time to collect important data and intelligently store and analyze it often evolves into marketing gold. CRMs facilitate this process while teaching you along the way how to be better marketers and better businesspeople altogether.

Filed Under: Business Tagged With: , , , , , ,

Being an Amateur Marketer

June 11, 2009 By Simren Deogun Leave a Comment

There are several negative connotations that come with the title “Amateur Marketer” (a title that I have willingly given myself) including an implicit inability and lack of knowledge.

But when I say amateur I mean a novice or a nascent marketer — I am not afraid of being an amateur because the reality very simply states that this is how I am perceived. Understanding that perception and how to break it down and build it back up is critical to my growth and to my own mastery of Marketing.

I try not to diminish myself and what I have to offer. You should do the same. Being able to fully realize your potential (at any age or level of experience) ultimately renders these titles meaningless.

I am constantly learning, teaching myself new things, experiencing challenging relationships, environments and situations. It all involves adaptation and development — remember that it is always important to understand your work environment and analyze the best way to assimilate, which in almost all situations is necessary.

I always make an effort to NOT close myself off to other people, their ideas, concepts and criticisms. This is both the most important benefit and most difficult aspect of “being an amateur.”

But what I want more than anything — amateur or not — is to be a bringer of change. Throw the fear, managerial push-back and power trips aside and prove to upper management that change is the heart of progress.

I may be an amateur but I believe in what I have to say because there is power in my words and you can also find the power in yours.

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Idea Generation

June 10, 2009 By Simren Deogun Leave a Comment

First off, my apologies for the lack of posts since I’ve been horribly sick for almost a week and a half — a not-so-lovely bug that riddled half of the people I work with including myself.

On my way to work last week, I spontaneously started thinking about why I’m so attracted to the field of Marketing. All of the obvious answers come to mind, of course — creativity, challenge, dynamism, constant change, media etc.

But what struck me, I think for the first time in my career, is the beauty and power of ‘idea generation.’ That is, the very indescribable process of developing a concept, theory or practice with no tools other than your brain.

I know this may seem a little flighty but have you ever thought about where Marketing starts? My belief is at the root of good Marketing are great ideas. Without this foundation, everything falters.

I’ve always loved the concept of the strategic toolkit because it’s a great metaphor that can be applied to a plethora of areas. And the truth is there are countless tools we marketers use — from video to audio, print to digital, software to hardware, events and design and everything in between. But I believe it is critical that we remember where are all of these ‘tools’ begin — with one person or a group of people just thinking (pencil and paper optional).

Never underestimate the power of thought. To brainstorm is to be critical and thorough. To think differently is to dare to take chances. Change is good. And change is fostered in the minds of forward-thinkers.

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