The Voice: Dan Palmere's Blog

Don't build it and hope they will come

We discussed this idea at length yesterday in one of my classes. It's an age-old marketing concept that's a no-brainer and yet we see so many fly by this golden rule. 

Perhaps it's the romantic thought of trading your 9-5 lifestyle for adventure or risking it all on your novel invention that's been rattling around in your mind, but more often than not, when people take the plunge they don't float up so easily. 

Take your time in the planning, development, and marketing stages. "Luck" as we have it, is completely random. It stems from surrounding yourself by motivated and successful people. And of course when we have a sense of control in life, there also always seems to be a web of friends who try to bring us down. They tell us not to waste our time. 

Look past those negative criticisms and take a part in your life. Embrace the character you truly are and not what "others" expect you to be. Awaken to the fact that we are not victims of what the world offers us: we must simply accept outcomes for what they are and move on. 

The difference between Ray in Field of Dreams and most people, is that Ray went with his gut instinct against all odds and at the bewilderment of family, neighbors, and friends to achieve something bound to fail. While it is a fictional tale, there is a valuable lesson: no action without taking action. On reality's terms, don't build it and hope change/success will come. Ensure it will by planning smart. 

Saturated

I'm read a marketing book recommended for a class this semester called, Positioning: The Battle For Your Mind. Some of the examples and circumstances were a bit outdated, but as our teacher said, "the concepts are still relevant." 

Most everything around us is some form of advertisement. The clothes we wear, television ads, and and internet offers. Depending where you are geographically, the intensity may differ. However, the notion is still the same: we have more options than we'll ever need when it comes to products to purchase. 

It's a tough market for any new brand or business to enter. As quoted from the text,

"The average mind is a dripping sponge that can only soak up more information at the expense of what's already there. Yet we continue to pour more information into that supersaturated sponge and are disappointed when our messages fail to get through."

If you're aspiring to create or seek fortune, don't do it for the money. Begin by thinking of what your business or product will be able to offer in order to enrich people's lives. Have an enthusiasm and excitement for what you're trying to achieve. It's overstated, but bears repeating: money can't buy you happiness. When we look at third world nations, they live within their means and yet still remain happy in the midst of poverty. 

Eckhart Tolle sums it up beautifully in A New Earth,

"Make sure your vision or goal is not an inflated image of yourself...make sure your goals are dynamic...point toward an activity that you are engaged in and through which you are connected to other human beings as well as the whole."

Well, what are you waiting for? Start something. 

User friendly

When you strive to make an idea or product "user friendly", also include in your plan friendly customer service for when things go wrong. 

Many companies spend millions on marketing but can't provide remarkable customer service. I don't know many people who enjoy calling that 800 number. Most of the time it's being put on hold for a while and the customer service representative reading instructions based on troubleshoot guides on the screen in front of them. 

Start small. Focus on satisfying a few customers and keeping a file of details about them. As your brand grows, use the same philosophy. Keep a loyal clientele who believe in your product and you. 

Let's get Chinese

"Let's get Chinese tonight". A common end-of-the-day suggestion for many Americans who just don't feel like cooking dinner. 

Every family has "their place". A local take-out restaurant where the people probably recognize you after years of loyal patronage. That got me thinking. Chinese restaurants have done an outstanding job of marketing themselves to local clientele. The fact is that most of the customers will take the menu included with the order and become repeat business. 

You can't always expected to be liked by every customer in the area. But, like good personal relationships, building a solid foundation leads to healthy growth of business long term. Nowadays, I feel it's better to not bombard every possible potential client with advertisement, but slow down and build up from the grassroots. Work on those few repeat customers. That should get the word-of-mouth business going. 

Central Park Concert

The other night I watched the Dave Matthews Band performance in Central Park from a few years ago. 

In the "Extras" section, a video documented the setup before the concert to moments before it started. I was fascinated not only by the turnout, but seeing people sprint across the Great Lawn to the stage. 

How does a band become that successful? Granted, the band isn't in the public spotlight as much as other celebrities, but I think they've done a great job marketing--meaning they don't burn out their songs on the radio, but rely on a steady fan base and word-of-mouth advertising. Its worked for them. Looking out from the stage and seeing thousands gather, sing your lyrics, and truly appreciate music that means so much---it must be a surreal feeling. 

One thing I noticed was how much chemistry the band had on stage. They sincerely looked like they were born to do this. 

Can you say the same about your business?

Magic

Sitting at the Orlando Magic game this evening got me thinking. Not about how Hedo Turkoglu had such an awful game performance. I saw the beauty and intricacy of a crowd's knowledge. 

It's magic. 

There are countless group choices of applauding after a great shot, jumping for free t-shirts, and leaving when you know the final game outcome while everyone else is. If I were to randomly select a group of 10 people from the audience, they would represent all types of backgrounds, ideals, and thoughts. Together, they form a powerful marketing team. 

During the half-time show, a group of acrobats performed stunts around a large jump rope. I found myself not paying attention towards the beginning. Many others were heading towards the concession stands. However, after a great stunt, applause trickled from around the stands. They were literally selling themselves to us--the clients. They knew that there was less than 7 minutes to make the sales pitch, and they earned the attention of the crowd by the end. 

I think that concept is important for entrepreneurs or businesses. Keep at it. Don't settle, because something you do may catch the eye of the crowd. All it takes is one great idea. Then the crowd catches on. 

Magic.