Marketing Archives - Nuggets of Wisdom from 40 Years of Self Employment

6 Ways offline and online marketing are different

April 15, 2022 No Comments

I wrote the following post in February 2013, nearly 10 years ago. My nephew Jake is now 32 and is a senior art director and my other nephew Josh is now 41 and a senior IT guy!!

The facts I wrote about then are still true today.

…….

The world is always changing and we in business must keep up if we want to be successful (no matter how we define success for us).

Technology has REALLY changed. I remember (I’m 62 now in 2013) co-owning one of the first Apple computer dealerships in Toronto in the 1980s and helping to create and run a conference company in the 1990s where we held events for people who used what were then called hand-held computers (PDAs). I’ve always been at the “bleeding edge” of technology (just before the “leading edge” which means being in the red and not making money but always being the first to know about new technology).

We had/ were:

one of the first fax machines in 1984. It was as big as a small photocopier but since very few others had one there were few to send things to!
one of the first cell phones in 1985. The battery for this was the size of a car battery and the handset like that of an older dial phone with buttons. I called it a “luggable” phone.
one of the first to use the internet to market with our “email blasts” in the conference business in1995. They were “fax blasts” using email addresses but we could send them from our Mac (our potential conference attendees had email addresses but most companies didn’t have websites yet).

Times continued to evolve and with this came what was in 1984 a revolution (we even produced a print booklet called A Revolution in the Making which in 1984 took 6 weeks to produce even though we had the latest desktop publishing software at that time) that caused all of us to transform ourselves and our thinking.

In fact my nephew who is 22 now and studying at Ryerson University and producing art (by paint and on computer, films on his Macintosh and photos with his digital camera) is a great testament to this transformation. He is of the generation who grew up with and used all technology. He even had access to my brother’s Macintosh when he was a baby. (From left to right: my brother Phil, his son Jake who I wrote about here and my other nephew Josh who’s 30 now and has been using computers since he was 4 and has been in the computer business since he was 17. He’s now 32!)

But I digress.

There are at least 6 ways in which online marketing is different from offline marketing.

One needs a computer, a hookup to the Internet and a browser such as Firefox or Chrome.

Speed One can do EVERYTHING faster. Once you have set yourself up, just input some data and you can send it at the “touch of a finger”.
Cost EVERYTHING costs less or is free (do you know of the book published in 2009 by Chris Anderson Free: The Future Of A Radical Price ) – audio and video production and even payment processing.
Reach One can connect (for free) with contacts both locally and globally.
Measurement & Tracking One can easily get access to key metrics with ad trackers, newsletter openings, website analytics etc.
Easy to do marketing One can “do it yourself” (if you’re not a technophobe AND have the time).
“Abundant” information at your fingertips With most search engines like google or Ask one can search for and find anything – anywhere in the world. (Remember that this info has the caveat of buyer beware as does any info you find online)

How has this blog post made you think – whether you use technology a lot or you’re a “technophobe” who didn’t grow up with technology?

Here is access to the other post I wrote 14 Ways Offline and Online Marketing Are The Same

Compare the two and tell me what you think. I’m VERY interested in what everyone has to say!

Originally posted on February 6, 2013

Marketing

14 Ways that online and offline marketing are the same

February 28, 2022 1 Comment

I re-read this now in March of 2022 and I don’t need to change anything. Everything is as I wrote it in 2013.

In the early 1980s I was working on my doctorate in Special Education. A friend of mine was working on her Masters in Adult Education. We had discussions regarding how children and adults learned. She (who had not had any experience teaching kids) held the accepted (at the time) opinion that they learned differently. I said they learned the same way except adults have more experience and therefore have to “unlearn” some things.

At the time I co-owned an Apple computer dealership, one of the first in Toronto, Canada and trained our customers in how to use computers. I had taught elementary school kids from 1972 to 1980 and those in special education from 1976 to 1980 so I had lots of “real life” experience.

It’s 2015 and the belief now in Adult Education is that “adults and children learn the same way except adults have more experience and therefore have to unlearn some things.” Hmmmm.

What if online marketing which many believe to be different than offline marketing ends up being the same as the belief that teaching adults and children is now? Hmmm … interesting again.

Here are fourteen ways offline and online marketing are the same

they both use advertisements
they both use networking to get clients
they both use articles
they both use newsletters
they both use books or booklets that you sell or give away
they both use strategic partnerships
they both use “free reports”
they both use follow-ups with prospects and clients
they both use direct response
they both use promotional videos and audio products to promote
they both use radio
they both use free seminars and demos
they both use publicity
they both use images/ pictures

Way back (ha! ha!) in 1984, Jay Conrad Levinson wrote a book that has become a bible for small business owners. It was called Guerilla Marketing. Secrets For Making Big Profits From Your Small Business. It’s on its fourth edition now and the term “Guerilla Marketing” spawned a whole series of books that he continued to roll out for 30 years until his death in October 2013. Everything in that book still holds true today. The only difference is that with the invention of the internet and the ownership and use of computers and smartphones it’s now easier and cheaper AND you can promote your business locally and internationally.

So what’s changed? Not the marketing activities themselves. What’s different is just the method. Do you agree or disagree? Tell me.

I’ll write about how offline and online marketing are different.

I’ve done it and the link is 6 Ways Online and Offline Marketing Are Different .

Originally posted on January 29, 2013

Marketing, Small Business

3 Marketing tips from getting a mammogram

February 21, 2022 1 Comment

Photo credit: uniquelymoronic via photo pin cc

(Those who’ve had a mammogram will understand the humour in the cartoon.)

Every second year I get a mammogram and so on a snowy day in February several years ago I went to get one. It’s not a painful experience for me though it can be for some women but it’s necessary so I set off in the Woodgreen Transportation Services van (I don’t drive since the stroke) for my appointment.

There were at least three marketing things that came out of this experience. Maybe you’ll think of others.

Marketing Tip #1 – Treat your prospects, clients and everyone the same – politely.

Some people are polite no matter what. There was a snowstorm in Toronto that day so several businesses and schools were closed and many people didn’t drive. That meant the roads downtown were empty. I grew up in London, Ontario (snowbelt) and my driver had driven trucks for years all over Ontario. We didn’t let the snow stop us! Those (like us) who chose to drive were pleasantly surprised. The people on the roads drove slower, more carefully and watched. They waited for us and let us in.

Marketing Tip #2 – Have a “culture” of helpfulness in your business that all your staff show.

Everyone in the mammogram clinic acted identically to each other not just to the clients – friendly, smiling (not a “pasted on” smile), helpful, and patient (waited for each person they called to move at their own speed).

Marketing Tip #3 – Be aware (both you and your staff) and understand what people need. Then give it to them.

The clinic I go to is in a building with a restaurant and afterward I have coffee and snack here. The staff did more than just the tasks in their job description. The man filling up the napkin dispenser carried my coffee over to a table and the fellow wiping the tables asked if he could move my chair for me (I use a walker).

Those are three examples of “marketing mindset” in action in everyday life.

Do you have some examples? What are yours?

Originally posted September 21, 2012

Marketing

How to choose the right networks for you #3 of 3

September 25, 2021 No Comments

Business owners all network but which ones are right for you?

We business owners all do it. It’s one of the best ways to get you and your business known. You can do it anywhere – at formal networks, conferences, workshops, or in line at the bank or grocery store.

One of my clients was at a dental appointment. The receptionist made a comment about liking her purse and asked where she got it. She said it was something she sold and that she would get one for the her. She hurried home (fortunately nearby) after her appointment and came back with one for the woman. What profitable networking!

All of the women I interviewed in the past for blog posts , I’ve met networking. It really works.

But this post is about finding the right networking groups for you. In a previous one I described the 11 Characteristics of a Network. Read that one first. Then this is the next step after that one.

What should you know?

There are several questions to ask about a network to see if it’s one that you like, resonate with, and has your ideal client in it.

But before you begin this process you need to answer these three questions: Who is my ideal client and target market?, What is the outcome that I want at this event? and What do I want people to do as a result of meeting me?

Now you’re ready to ask yourself the following questions.

Who referred you to this network? Was it someone you know well and trust? Have they gone to it? What did they say about it?
Does this network demonstrate the values that you have?
What is the organizer like? We know that we attract people like ourselves. Be sure your values are similar to his or hers.
Has it come up often in conversation with other business owners as a network you should attend?
How many of the characteristics in my post 11 Characteristics of a network meet your criteria? One? Two? Several?
What is the purpose that the owner has? Do they want to connect you with lots of others? Are they interested in helping you get to know people? Are they just doing it to make a substantial profit?

Now go to a meeting. How do you feel about it? Trust your gut. No matter whether you’ve checked off all the boxes and decided it’s right for you, you don’t know until you’ve attended in person.

I had my own network which I held for seven years for women solopreneurs and I was often asked by attendees which other networks I’d suggest. I always asked them the same question – Who is your target market?

What networking groups do you already attend?

Write your comment and let everyone know which ones you attend and why.

Originally posted February 9, 2015

Marketing, Small Business

11 Characteristics of a network #2 of 3

August 13, 2021 2 Comments

photo credit: Peter Bromberg via photopin cc

Do you leave halfway through a network because it wasn’t “good”? Are you sometimes the last to leave a network because you’re still chatting?

You need to know what “good” means for you before you go to any network event. How do you know? Here are 11 characteristics to know about it.

Characteristics of groups where you can network

Target market Before you look at any group, know who your target market is. Are the people you’re looking for corporate HR, IT people, “mompreneurs”, small business owners or solopreneurs? Know this first.

2. Location. Where is it held? Is that too far for you get to? I live in downtown Toronto and don’t drive so a network in Barrie which is a town about 50 miles (85 km) north doesn’t work for me.

If it’s a conference in Los Angeles and you live in Boston, you would have to fly there. Can you afford the flight and hotel costs as well as the time away from your business. Would you get enough leads and build enough relationships to make it worth your while?

3. Time. Ahh time of day. I’m not a morning person so being self employed suits me fine. As soon as I see that it’s a breakfast meeting at 730 a.m. I look to see when else this group meets. Breakfast, lunch or early evening may make a difference to you — it does for me!

4. Size. Groups vary from 6 to 600. Do you thrive in a big group? Do you look for small intimate groups? Here’s where size does matter.

5. Cost. What does it cost per meeting and what do you get for it? The average is $25 but for a dinner meeting it could be up to $75 — be sure you get dinner.

6. Room Layout. It depends on the size of the group. The huge ones are standing only with a few chairs around the outside of the room; the medium to large have chairs in a traditional format in rows facing the speaker at the front; small ones could be held around tables or have the chairs set in a circle. Which one works best? It depends on you and what you’re comfortable in.

7. Do they do an “around the room”? You want maximum exposure for your “elevator pitch” so giving it to everyone in the room is better. It allows you to decide who you want to speak with and those who want to hear more about your business and perhaps use your services will come up to you. (This only happens with groups under 40.)

8. Speaker. Most groups have a speaker. You may want to hear that person or the topic.

9. Membership. How many times can you attend before you have to join? Or do you even have to become a member?

photo credit: Port of San Diego via photopin cc

10. “Fixed or fluid”. Often called leads groups. BNI and BCX only accept people from different business types. For example if you’re a web designer and they have one, you’re not invited to join. You also are required to give leads every meeting and you may not have used the lead’s services so don’t know much about the company.

11. Type of group. Are they a networking group or an association? An association will be in your field so if you’re a startup you may want to learn from more experienced people.

Frequency of meetings. Groups usually get together once a month but leads groups meet twice a month. Do you have the time and money?

Look at each of these questions and get answers. Which characteristics are important to you? If you’re a startup you may want to attend every event you can until you find out what works best for you.

Remember that you need to attend each one several times to see if it’s what you want.

If you know other entrepreneurs you can ask them which groups they recommend. And you always have the internet where you can check the group!

I know of a several groups here in Toronto so ask me in the comments.

Originally posted January 30, 2015

Marketing, Small Business, Startup

Networking: what do YOU want out of it? #1 of 3

July 5, 2021 No Comments

Networking is a marketing activity you need to do in business.

Do it regularly and frequently especially when you have a startup business. Should you expect to get leads from it right away? Yes and no.

Here are two stories. Deanne Kelleher of Kaos Group has talked about getting business from someone 8 years after she met them while networking. Instant gratification? Nope.

Laurie Bell of Moving Seniors With a Smile has talked about going to LOTS of networking events to talk about her business when it was new. Does she go to as many now? No – she doesn’t need to. Does she still go? Yes – to continue to be known.

What is your main reason for networking?

The first thing you need to do is think about your business and what you want to get out of attending the event. Decide whether you want to:

meet new people
promote your business
promote a particular product, service or workshop
get seen everywhere
check out the network to see if you can speak at it
hear a particular speaker
learn about a topic you’ve been studying
connect with others in the same situation as you
get a solution to a problem you have in business
or just get out of the house!

In order to do any of these (except the last one) you need to know your target market.

I’ve written two other posts you should read as well “11 Characteristics of a Network” and “How to Choose the Right Network for You”. This one should be the first one you read.

To sum up

decide why you’re going (this post gives you several reasons)
review what characteristics are important to you in a network (Read my post called 11 Characteristics of a network)
choose the right network for you (Read my post called How to choose the right network for you)

Does that help? Do you know why you’re going now?

To repeat – go to more than one session of a group. You can’t judge after just one visit.

Originally posted March 18, 2015

Marketing

Is marketing art or science? Here’s what Seth Godin says

May 15, 2021 No Comments

photo credit: Capture Of Dreams via photopin cc

IS marketing an art or science? This is a great question that one should think about. Seth Godin‘s blog post (I get them delivered to my inbox regularly) answers this.

He begins by writing “It’s both, and that’s the problem. ….Some marketers are scientists. They test and measure. They do the math….The other marketers are artists. They inspire and challenge and connect..” We need both, don’t we.

Read what he has to say … Is Marketing an Art or Science?

I hope the article makes you look at your marketing in a new way. Tell me what YOU think!!

Originally posted on April 2, 2014

Marketing

6 Ways marketing and sales are different

May 14, 2021 No Comments

What do rubber ducks have to do with the differences between sales and marketing? They represent marketing.

Solopreneurs do both marketing and sales.

But do you know the difference between the two? In the 1980s I co-owned an Apple computer dealership here in Toronto. When we were tiny and worked from home, the line between sales and marketing was blurred since my partner did both of them. But as we grew we hired sales people to sell and my partner did the marketing.

I found out the differences then! Marketers market and sales people sell – right? But where does one end and the other begin. Here are six of the differences.

Marketing creates the demand and sales fulfills it. This is an example of a symbiotic relationship. One of the best articles I read about this uses a scene in the 2013 movie “The Wolf of Wall Street” where the main character tests his protégé’s understanding of sales by saying to him “Sell me this pen” and holding out his own pen. You can read this blog post here.

Here are the 6 differences

Marketing is one to many. Sales is one to one. I wrote an earlier post and put my version of a marketing and sales funnel in it to illustrate this. You can find it at Is Sales a Part of Marketing .
Marketing is data (or numbers) driven. Sales is relationship driven. When you choose your target market you often choose by the number of potential clients in this niche – start with a big number and then whittle it down to far fewer by choosing a “niche” or subset of this market.
Marketing people develop product or services. Salespeople don’t. Marketing includes research to find out what people want (and will pay for) and then creating it.
Marketing can’t be tracked. Sales can. The most successful trade show that we did with our Apple dealership was in 1986. We tracked the number of people who came to our booth. They dropped their business cards in a bowl and how many eventually bought. We had our salespeople call, set up interviews, write proposals and close. We saw first hand how symbiotic the relationship between marketing and sales really is.
Marketing looks after your brand’s reputation. Sales looks after what individuals think of you.
Marketing analyses gives you the big data. Marketing brings you the average result not the specifics. Sales takes care of the ambiguities and details of each person.
Marketing isn’t interactive. Sales is a conversation between two people.

See how they’re intertwined? In “big” businesses they’re two separate departments who often don’t interact with each other. One of the advantages you have as a solopreneur is that you do both.

Keep doing it yourself – that’s one of your competitive advantages as a solopreneur!

When you hire someone to do it for you, stay involved in all marketing and sales. Be sure the people selling or marketing you understand your brand and what you stand for and believe in.

Tell me whether you outsource or keep it for yourself to do. What have you had to do if you’ve hired someone?

Marketing

Is sales a part of marketing?

May 14, 2021 1 Comment

Why do I think sales is a part of marketing?

Recently I had a conversation with a friend about sales and marketing. He said they are separate and I said that sales is another part of marketing (like market research is).

I’d like to clarify my belief about that.

Draw a marketing funnel. Every marketing activity you do to get prospects is at the top or widest part of the funnel.

As you proceed down the funnel it gets narrower and you keep marketing.

Then you get to the narrow part of the funnel which is now sales. See in my diagram that I’ve drawn a line there? You’re meeting the prospect one to one – face to face or by phone or email or video meeting.

When you “close the deal” with them, they become a client which is the bottom of the funnel.

Then you go back to the top of the funnel and repeat your marketing activities.

I know that you don’t use the same activities to sell as you do to market. I agree that they should be taught as two topics – but I still believe that sales is in the marketing funnel.

That’s my opinion. Tell me yours.

Originally posted February 24, 2013

Marketing, Small Business

How Do You Show Your Customers Love?

April 3, 2021 No Comments

Show love all year especially when you have your own business.

It’s one of the ways to deliver great (not just good) customer service.

In February love is in the air. Flower shops and chocolate stores have lots of sales. Most people get cards so the greeting card industry flourishes.

Show you’re thinking of your customers all the time not just in February.

Here are five ways to show that you’re always thinking of your clients.

1. Send a heartfelt message (when they buy). Your message shouldn’t have any sales pitch behind it; you simply want to tell your customers how much you appreciate them. You can do this in two ways:

Send an ecard
Mail a physical card. Don’t only sign your name. Write a note in it as well.

2. Spread love in February. Mail your clients a Valentine’s card. When you take your focus away from selling and put it on giving (even if it’s just giving customers something to look at), they’ll want to come back.

3. Ask them what they want. One of the best gifts you can give your clients is your attention. How can you better deliver what they want from you? Ask them to find out. Send a brief survey to find out what services they like, what might be keeping them from buying them, what they think of your prices, and any suggestions they have for other things they’d like you to offer.

4. Have in person “coffee dates” (or virtual ones in this Covid pandemic). When’s the last time you actually spent face-time not talking about work? Book coffee or tea dates virtually or in person when you can and spend each meeting just building the relationship and NOT trying to sell. Ask questions about themselves that are not about business. You’ll be surprised what you might find out about them.

5. Offer incentives to buy again. One strategy for building customer loyalty as well as providing great customer service is to create attractive offers to past clients. That could be anything from 25% off of their next order to a gift card.

Do this …

Pick one of your goals for the next year. Now think about one way that you can show your love to clients.

Tell me how you show the love to your clients!

Originally posted on February 16, 2015

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