Doe-Anderson

The 2 a.m. internal alarm clock jangled for me again last night.  I could suggest that it’s become an old friend, but, in truth, friends don’t bang on my door at 2 a.m. unannounced, requiring immediate attention.

It’s the unresolved issue of the day that deprives me of sleep:  “What will work to grow our client’s business in these uncertain times?”  Not, what do I think will work, not what I hope will work, but with absolute certainty, what WILL work.

Having a healthy understanding of the distinction between “what must be done” versus “what would be nice to get done,” here are my Top Ten must-use marketing tactics in 2009.

1. Re-fall in love with your current customers.
   There is no better determiner of the future of your business than the relationship you have with today’s most ardent supporter. Chase them off and you’re done.  If you wonder if that’s true, try and buy an Oldsmobile.
2. Shut up and listen.
   If you’ll spend time talking with your current customers, and not behind a focus group screen, they’ll tell you exactly what you need to know to hold their loyalty and, if you have any sense about you, what you’ll need to say to attract others to the brand.
3. Ignite people’s curiosity.
   Truth is you can’t bore people into being interested in what you have to say or sell. Think about it, the people who you’re most attracted to are the ones who piqued your interest. The friends you keep are the ones that keep you interested.
4. You can buy a transaction but you can’t buy loyalty.
   Look, you can get anybody to do anything if the price is right. Think “Indecent Proposal.”  The effort should be spent in figuring out how to reward loyalty. Loyalty is built over time and it delivers you two crucial things: Forgiveness when you screw up and resistance to competitive pressures. Loyalty, like a good personal relationship, takes time and commitment.
5. Fall out of love with brand awareness.
   It’s nice that people are aware of your brand. But the true value of your marketing is when people TALK about your product.  If what you’re doing doesn’t create buzz then the odds are it won’t create recommendation and recommendation is the most powerful weapon you have.
6. Think groups, not target audiences.
   We are a society of demographic mutts and our passions and actions define us far more clearly than our demographics.
7. Stack groups to build a brand community.
   People tend to form communities. Their interests define their actions.  When we can track consumers’ DNA into a few confined cells — for instance: go to church, play golf, bilingual — we can sharpen the message to people who share those same interests. Their touch points become far more relevant. And the message can become more specific so that its chance of igniting curiosity and TALK is much greater.
8. Don’t brag.
   The guy who always boasted about how many “girlfriends” he had is also the guy who couldn’t get a date to his senior prom. Prove that it does what you say it will do. And better yet create an environment where third-party recommendation becomes the proof. Wonder if that works? Think of all the products sold under the “Good Housekeeping Seal of Approval.”  We know of one spirit brand that went from virtually nowhere to the largest super-premium vodka brand in the world with no more than being declared the highest in quality by The Beverage Testing Institute.
9. Never, ever underestimate the power of a handshake.
   There simply must be some form of high-touch effort in your marketing plan.  Getting into new buyers’ heads often requires putting the product in their hands. More than that, consumers want to touch the manufacturer, not just the retailer.  Physical touch is as critical to a brand relationship as it is to an interpersonal one.  Create events that allow for trial, discussion and contact between manufacturers, retailers and prospective purchasers. That level of personal contact can and should be a key driver in creating buzz and recommendation. Mind-numbingly expensive, crummy ROI and a budget dogfight every year, but the truest way to form a bond with consumers new and old.

   One of my personal favorite commercials from the 90s was a spot done for American Airlines. In it, a troubled CEO handed out airline tickets to his senior management team and exhorted them to get out from behind their computers and go press flesh.  Activating a brand takes more than a promotional coupon or a sales event. Activation requires human connection.

10. Focus on the moments of truth.
    Point of sale.  Point of use.  In a tight economy when the competition for each product sale is a dogfight, make absolutely certain that your brand has put its best foot forward at point of sale. Be particularly diligent about your brand message remaining consistent with your retail messaging.

    Point of use is critical for more than the obvious reason (walking the walk).  Advertising isn’t dead. It’s a strategic tool complementing your other marketing resources.  My recommendation to you is to bring your advertising message in closest proximity to when/where it is most frequently used. That moment is when receptivity to your messaging will be greatest.

Let me take this moment to wish you and your company all of the best in 2009.  We believe that well-positioned brands will thrive despite the economic downturn.  I would love to hear what marketing tactics you are moving ahead with in the new year. Please let us know what you think in the comments below.  Let me know what resonated with you or where you think I came off point.

I would love to learn from you.

All the best in 2009.