Jul 11 2011
The Real Entrepreneurs
Many traditional marketers haven’t a clue . . .
Real entrepreneurs
respond in an instant and
develop ideas thoroughly
from beginning to end.
Today’s marketing people are not adapting well to current economic realities. They see themselves as part of the solution to a problem that they do not understand . . . one they are not trying hard enough to overcome.
The no-light-at-the-end-of-the-tunnel economy we’re presently in doesn’t, for example, automatically translate to everyone being interested in finding a better dollar deal. Instead, when budgets are restricted is when entrepreneurs need to invest more heavily in building long-term relationships, as they would expect of their own suppliers.
Traditional marketing pros are missing this.
They are still knocking themselves silly trying to fit business owners into their media and social media games and patterns and rate cards and strategies instead of adapting what they know to help entrepreneurs do more with less
. . . instead of pulling their chairs up to the same side of the table.
This doesn’t mean reinforcing the customer service department. It does mean building customer service into the job decription for every single employee. When every staffer is also a customer service specialist –poof!– you no longer need a customer service department! Nurturing long-term relationships becomes your new business.
Marketing traditionalists are missing this point, and others like it. The “new” cyberspace marketing pros are also missing the point. First off, the whole world is NOT tuned into the Internet which means the perspective that every human on Earth is aware of Mashable, YELP, Tweets, BFs, DMs, clouds, and the advent of Cicret Bracelets is false. So the perspective is warped.
Second, when traditionalists wrap their marketing strategies around media airtime, print space availabilities and “special rate card deal packages” or “online marketing and SEO experts” (most of whom are self-designated, unproven, and over-priced) parade out their website and email bells and whistles, entrepreneurs end up the losers.
If you’re a small business owner, operator, or manager, you need to be looking AWAY FROM formula marketing solutions that do not bend over backwards for you the same way you bend over backwards for your customers.
This is not an economy where you can simply accept blanket marketing recommendations without questioning.
Marketing pros need to be thinking more like entrepreneurs. They need to be looking much harder at ways to market products and services for maximum impact without spending as much money as in the past. They need to be offering their services more on a performance incentive basis, and put their wallets where their mouths are.
Entrepreneurs need to challenge marketing people more to get “more bang for the buck” and –by the same token — be willing to reward generously for performance. A marketing success that produces $1 million in new sales should be well worth a $250,000 or $300,000 fee because you end up with the balance — money you never had before!
Bottom line: Get streamlined. Get simple. Look under new leaves. Push for impact and relationships instead of deals. Yeah, I know about car dealerships; but they’re in their own world. This post is about reality and your business. It’s about looking to Twitter instead of network TV, postcards instead of elaborate mailers, emails . . .
# # #
hal@businessworks.US
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