Marketing Strategy

I finally gave in to the craving for latest Bright Shiny Object, the iPad. It's being shipped right now, so I've been googling just about everything I can to learn what to buy for my new baby's arrival: a keyboard, a case, how to use it for business, and more.  In my cyber-meanderings, I came across this YouTube video about a guy who built an iPad into a kitchen cabinet.  Quite clever.

This kitchenPad actually is pretty cool, and while I'm very tempted to build something like it in my kitchen, I'm not quite geeky enough to do it (and my wife would think I've gone over the techno-edge).

However, the video did inspire me to come up with the notion of "iPad Marketing 101:  Four Lessons for Small Business Marketers."

1. Be an innovator. Apple is not the best-selling brand of computers, but they keep launching products that create entirely new categories. From the Macintosh to the iPod and now, the iPad. They are always innovators — never imitators. What new category or customer service process can you innovate in your business?
2. Build partnerships, then set them free (mostly). The myriad apps available for iPhones and now iPads is mind-boggling. Apple opened the App store, coining a new term and spawning a new industry of developers who piggy-back market to a rabid group of consumers. Yes, there are critics who say Apple controls too much software development, but the underground apps industry for "jailbroken" iPhones has no one to thank but Apple for its success. How can you leverage partnerships with your suppliers, vendors and customers to help generate demand your brand, product or service – in their voice?
3. Don't be boring. This video (and if you search for iPad on YouTube, you'll see hundreds more like it) have created an incredible buzz of free product promotion. What can you do to make your customers buzz about your business?
4. Harness Vox Populi – The Voice of the People. I was going to write "harness social media," but anymore, social media marketing is as essential to your business' survival as having a telephone number or a mailing address. The marketing funnel is broken. Through YouTube, Yelp, Blogs, Twitter and other social media tools, your customers have the power to define your brand reputation faster than a high-powered Madison Avenue ad campaign. They are vox populi – a Latin phrase that literally means "voice of the people." The term has historically been associated with broadcast journalism's "man on the street" interview. But now more than ever, the vox populi are out there in cyberspace, without anyone controlling what they say about your business, or how they say it. Start listening now to vox populi about your business by creating a Google Alerts Search today. Then get out there and spread your own social media voice by commenting, liking, rating and more.

Hmm. I watched that video again. Anyone have a jigsaw I can borrow?

"Aw, nuts." We have to get that award entry in tomorrow. Why bother?  We won't win."

Perhaps you've had a similar conversation at your office. There are lots of corporate award programs — from your local chamber awards program to specialty awards within your industry.

Most award entry forms take a little time complete. Depending on the scope of the award they can be tedious, time consuming and there may be a science to getting your entry noticed by the judges. But it could be time well spent if you consider the effort part of your marketing strategy.

But we won't win

There is often a very small pool for awards programs, so your chances to win are probably greater than you think. Even if you don't win, being a finalist can still get your company attention. Just connecting with the judging panel can make an impact. I have served as a judge for numerous business awards, and I have frequently talked about the most compelling entries with colleagues, or even referred that company to them. That's great word-of-mouth marketing.

Visibility

When you do win, or you're named as a finalist, it creates a buzz. Everybody likes a winner. Even your competitors take notice. Many award events list all the entrants in their program. Your name listed there leaves the impression that you're a player. You can often buy ad space in the program, enhancing your reputation as a good corporate citizen for a pretty low cost.  Tie your ad message to your submitted product or service.  Go ahead, brag.

Impress customers and motivate employees

When you win an award, leverage it. Put the trophy or plaque in the lobby. Customers will take notice. Announce it in the employee newsletter and credit employees for their efforts.  You'll inspire workplace pride and boost morale. Some companies make winning an award a part of their business strategy. David Tripoli of Austin's Truluck's Seafood Steak and Crab House focuses on winning the Greater Austin Chamber's Business Award for Customer Service. And it has paid off.  He posted a badge on his website about the 2009 victory, and in an interview on News8 Austin (where he got more free publicity), David said, "When you walk into Trulucks, you see those awards displayed.  And they (our employees) know they did the hard work to earn that.  It really gives them a good feeling and we believe it helps us build our brand in the marketplace."

So go on enter!  And if you're in Austin, the deadline to enter the Greater Austin Business Award is June 11.  Check it out.