Marketing Leverage Times – Spring 2005


ON OUR SITE:
About UsConsulting ServicesMarketing LeverageTestimonials
How We Help ClientsContact Us


Welcome to the latest edition of the Marketing Leverage Times. Our goal is to provide you with provocative information and thought-provoking commentary on marketing and business issues to help you better leverage your investment in marketing programs, processes and people. We hope you will enjoy this regular collection of tips, tidbits and tools and we welcome your input and feedback. Tell us what you like and don’t like and what you’d like to see in future editions.


THINK OUTSIDE THE CAN

Anyone who’s ever undertaken a home painting project knows the frustration of choosing just the right shade of paint for that particular wall, ceiling or trim. For example, you can’t just choose a white or off-white paint-there are literally dozens of shade of white or off-white colors-hundreds, if you consider multiple brands. Some have a hint of yellow, some a touch of pink, others a bit of grey, or a bluish tint. How do you figure out which one is right for you?

Those nice little paint chips they give you at the store are only marginally helpful-it’s nearly impossible to visualize how a whole room or even a wall will look from that 1 x 2 inch sample. So if you’re like most people, you pick two or three colors, buy a small can of each, take them home and put them on the wall. If you’re lucky, one of these gives you what you’re looking for and you’re set. If not, it’s more trips to the paint store, more small cans of paint, and a lot of extra, unused paint and expense before you’re done (All that unused paint is considered hazardous waste, by the way, and must be disposed of properly).

Consider what the folks at Ralph Lauren Paint have come up with: a small 1 ounce plastic pouch of paint that is just enough to cover a 2 x 2 foot section of wall. No leftovers, no disposal problem, easy to apply, and a pretty ingenious way to pick paint colors. They’re inexpensive enough (about $3 each) that you can buy half a dozen of these, put them on your wall next to each other and easily see what color you really like. It’s a great find for homeowners, an additional service for retailers, and a solution that required virtually no new R&D, limited investment in packaging and virtually little expense to launch and deliver.

Think about your own products and services. There may be nothing really wrong with how you provide your offerings to customers, but maybe there’s a way to make them more “right.” Perhaps by better understanding your customers’ business problems, you can make incremental changes to the way your offering is delivered that provide additional value and significantly improve your customer’s experience. Remember, you don’t necessarily have to start from scratch, re-engineer a product, or deliver the next big innovation to create a more memorable experience for your customer. Sometimes you just need to think outside the can.

CHECKLIST: Are You Thinking Innovatively?

  • How well do you understand your customers’ problems and needs?
  • Do you know how your customers really use your product or service?
  • What about your current offering frustrates your customers or makes it more difficult for them to solve their problems?
  • What issues do they have that aren’t addressed by your current offering?
  • How can you influence the whole experience your customer faces when using your offering?
  • Can you make small changes to the way your offering is delivered that will help solve incremental needs or create a better customer experience?
  • Have you thought about creating a low-cost try-before-buy option, to let customers “sample” your offering practically risk-free?

How We Help Clients
See the types of results clients expect from Leverage2Market.


LEVERAGE POINTS:

RECYCLE. REPURPOSE. REINFORCE.

We’ve created a new feature on our website. Marketing Leverage Points are short, focused tips on specific marketing issues or problems. Each includes a checklist to help stimulate discussion and thought as you build your marketing programs and initiatives. Look for more Leverage Points each month.

A new marketing program, a new message, a new theme. It’s a lot of work and sometimes it’s more than unnecessary, it’s actually harmful.

Consider this. Your message may look familiar and even overexposed to you, but not necessarily to your audience… Go to Leverage2Market’s website for the rest of this Leverage Point.


NEW BAY AREA MARKETING EVENTS CALENDAR

Need to find out what’s happening in the Bay Area in Marketing? Check out the new Resources section of our website, including a list of upcoming events of interest to marketing professionals and executives in the Bay Area. Events are added regularly so check back here often. If you know of a series of events that should be added, please let us know.


NO ONE SAID IT WOULD BE LIKE THIS…

On May 13th, Linda J. Popky, President of Leverage2Market Associates, Inc, will be speaking to the San Mateo IMC Area Breakfast for Consultants on “Three Things They Didn’t Tell You About Running a Consulting Business.” Admission is free; attendees pay only for their own breakfast. For more information, click here.

On May 24th, Linda will be speaking to the IEEE Consultants Network Silicon Valley (CNSV) on “Why Advertising Doesn’t Work for Consultants.” For more information on this free presentation, click here.


OUR LIST

You are receiving this newsletter because you have been identified as someone who may be interested in receiving communications related to marketing strategy from Linda Popky and/or Leverage2Market Associates. We do not ever sell, rent, lease or otherwise distribute our mailing list. If you would like to be removed from this list, please unsubscribe here.


PASS THIS ON

Please feel free to forward this newsletter to others you think may enjoy it. To be added to our subscription list, please subscribe here.

  • Upcoming Events

  • What’s New

    Article: It's All About the Message: Lessons from This Week's Midterm Elections. Linda Popky analyzes the mid-term election results on Commpro.

    Podcast: "We Built This City" - Linda Popky shares stories about her 40+ years in tech marketing in Silicon Valley. She says, "Don't ever listen to somebody who tells you you can't do something." - Listen!

    Podcast: Interview of Linda Popky about Using Friction to Improve Your Marketing by Gene Hammett on Leaders in the Trenches.

    SAC® Press Release: "Never An Afterthought: Pricing Is Strategic to Business Success" – Read release.

    Podcast: Linda Popky interviews Joseph Bradley, Global VP, Cisco Systems, who tells us why we can't get the answers we need without asking the right questions. - Listen.


    Take our Marketing Above the Noise Assessment.

    Video: Just a Moment for Marketing: Can You Have Not Enough Friction? Creative disagreement leads to new ideas and improvements. – View the video.

    NEW eBOOK: Top of Mind: 101 Insights to Transform Your Business
    Purchase PDF or ePub book.
    Top of Mind

    Book Video Trailer How can your message be heard in today's crowded, chaotic environment? Learn more about Linda Popky's new book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters, in this short video trailer.

    Harvard Business Review: "Identify the Marketing Metrics That Actually Matter" by Linda J. Popky - Read article

  • Read Our Blog

  • Subscribe to the Top of Mind Thursday Newsletter

    Free articles download with sign up
  • Marketing Above the Noise

    Introducing Dynamic Market Leverage™, an approach to help cut through the clutter, stand out, and effectively build business.

    Marketing Above The Noise

    What's Inside Available in Hardcover and eBook formats