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So I guess we are doing this on a monthly basis (roughly) because it seems that must be the exact timing between "fixes" I need of pop culture. So what's going on in the world according to Yahoo right now? here goes:

1. Metallica. Has it really been 20 years since the release of the infamous "Black" album? Yup.

2. Rose McGowen. So I guess Ms. McGowen listed her Los Feliz home back in February, but is only JUST NOW admitting to what it took to get it sold. Now I know why I've had that empty feeling lately.

3. Rebecca Gayheart. Well look who's turning 40! And is expecting her 2nd child. I guess we DO have something in common...we're the same age and we 
both have small kids.

As New England's leading Marketing Communications Company, it has become part of my job to stay "in touch". And if staying in touch means having to read about what's going on in the lives of many beautiful women, then I guess that's just what I have to do (I wonder why it seems that they're always what's trending?).

But all foolishness aside, it really does help to be "in the know". They type of recommendations I can provide our clients on an integrated marketing communications program or specific lead generation methods are influenced by what's going on around us. If a target I'm trying to reach has an interest in heavy metal music, knowing that this is the 20th anniversary of Metallica's black album may come in handy. And developing a personalized direct marketing program featuring Metallica may just do the trick! 

As temperatures hover in the mid-nineties throughout the country, we tend to lose that spring in our step and the overall pace seems to slow to a crawl. And while I'm just as susceptible as the next, in the back of my mind I realize that there is a really opportunity here that, if capitalized upon, could be the key to your year.


What is it? If we can muster up the energy to give that needed jolt to our corporate marketing communications plan and get our lead generation methods kicked into high gear, we might actually put together and August that gets us into a nice position for the upcoming fall months and right into the holiday season.

At the beginning of the year, when we put our plans in place, we often plan for slow months in July in August. And I'm not recommending that we skip the vacations and cook-outs and plant ourselves at our desks while everyone else is enjoying themselves. But, if we can just throw a few ice cubes in the water bowl and get Fido from under the shady tree, we might be able to get our direct marketing postcards out the door and get a little boost in our integrated marketing communications campaign.

It really isn't going to take much and the reward will far outweigh the extra effort. You'll thank yourself December 31st. Look for The Allied summer newsletter in the coming weeks. Larry Rondeau, part of our business development team, has the lead article and he addresses this very issue. Stay cool!  

Or is it? I guess it technically started June 28th. But I haven't really heard too much of an uproar or witnessed too many battles. Google reports that Google+ is up to 18+ million users so far...after just under 1 month. Also reporting to be adding an average of about 750,000 users per day (with a peak of about 2 million per day 2 weeks ago). So, before we can start thinking about corporate marketing services and how to use/leverage Google+ for local lead generation for example, should we sit back and see where it's going to go first?


If anyone knows me, they've heard me say many times that "Google rules the world". And right now they do. They won't forever. But Facebook, with 750+ million users, certainly rules the social networking world and has blossomed into a legitimate corporate marketing communications tool/medium. But in a recent survey of 700,000 US consumers, Facebook is the least popular social media site with regard to user satisfaction. So could you say that for the past couple of years, they were kind of the only game in town and even though people have griped a bit about their user experience, it hasn't really prohibited them from adopting it?

So what are we to expect from Google+? The Google+ iPhone app has quickly become the #1 free app on iTunes. And while they still have some time to go to reach 750 million, are we really talking about 3.5 years to get there (based on 18 million per month)? Google gets considerably better user ratings. Albeit in different categories up until now, is it realistic to think that Facebook will continue to thrive given that Google does rule the world?

As a leading New England Marketing company, there's a fine line between being an observer and a player. You have to know when to get in the game. Maybe it all comes down to whether I want to "like" and be "liked", or prefer to travel in "circles" or have "acquaintances". Hmm, not sure. I didn't really want to have to think about that.

Let me know what you think. I've got a lot of "friends" who are "users"...I know you have opinions...let's hear them!

I suppose I have to preface this by stating that I'm coming at this strictly from the perspective of a fan. I haven't really studied the case...only exposed to what I hear on talk radio and ESPN etc... But I also have to say that I don't fall into that group that throws it all into the "billionaires fighting with millionaires...they're all just spoiled brats" category that some certainly seem to. To me, there has to be some legitimacy to the whole situation and fair labor negotiation is probably something that has served us all well at some point.

Maybe I'm short-sighted, but I just don't see how this is good for anyone. As a New England marketing organization, we're in a great part of the country to leverage the success or our 4 major sport franchises for marketing purposes. Whether we're marketing to college students, or developing marketing communication strategies for a regional manufacturer, there is always a way to create a strong campaign centered around these franchises and/or these individual professional athletes.

So what happens now? What if this thing drags on and on? What if there is no season? Again, strictly from a fans perspective, I would think the impact of that would be somewhat drastic. For everyone! How can owners afford to have these stadiums and facilities sit idly? Even if you make $5 million a year as a player, how can you afford to go a year without getting paid? We all pretty much live to our standards and the income we make—if you make $50,000 a year, could you go a year without getting paid? What about all the other employees, vendors and associated businesses that depend on the NFL for their livelihood?


As a top direct marketing agency in New England, The Allied Group relies on the Patriots and Patriot players for marketing and sales support initiatives. They have been/are/will be the center of an integrated marketing communications program. As season ticket holders, the Patriots have been a great business development and relationship tool for existing customers and prospecting efforts for us.

So I guess for now all we can do is wait and see. But for everyone's sake, I hope this gets resolved soon so we can look forward to Sunday afternoons in the Fall with big screen TV's, chips & dip, cold beverages and way too many friends stuffed in a small living room spilling things on the carpet and couch! Now on to the NBA...  
   

Can you believe, living in the Northeast, we're even having this discussion? I suppose you could make the argument for hockey...we are primarily a cold-weather town. But the Bruins have been nothing but a disappointment for the past 39 years! While we've been blessed to be "championship town" over the last 10 years or so, literally, in the last 2 weeks it seems like all of a sudden, we've become "soccer town"! 

As a creative design marketing group, we're always looking at what's going on in the world around us. A lot of lead generation methods are rooted in popular culture, trends and "hot" issues. But could you or can you "react" as quickly as the tides change? If you built an integrated marketing communications campaign that featured women's World Cup soccer that hit any time in the last two weeks, it would be gold. But what about next week? 2 months ago, if we had to buy promotional products to support a direct marketing campaign centered around the Bruins or the Red Sox, which one would we have chosen? Lord Stanley's Cup hadn't seen these parts in quite some time, now it's being tossed around like it's been here all along.

In a time when things come and go and fluctuate as quickly at Tim Thomas' save percentage and we can easily add a new verb to our vocabulary like "Wambach", we need to be comfortable with change. What's hot one day is cold the next and what you see in front of you today is often times gone tomorrow.

So don't put of till tomorrow what you can do today. Get it out...ride the wave, take advantage of the trends and know that it will all change tomorrow. By the way, what happened to poker?     

Maybe we can do this on a monthly basis? At 4:56 on Wednesday afternoon, June 29th, 2011. Here goes...According to Yahoo's "what's trending"...

1. Tea Leone. Say it ain't so! Looks like our friend Tea and Mr. Duchovny are headed toward splittsville again.
2. Raven-Symone. Back on the air with a new series called "State of Georgia"...and 35lbs. lighter too!
3. Toy Story 4. Andy may have grown up, but it appears the story of Woody and Buzz Lightyear will go on.

As a marketing communications company, it's important to be aware of what's going on around you. I guess I've gravitated toward pop culture, but the same probably applies to news, trends, politics etc...I'll probably stay away from religion though.

Regardless, in order for us to be successful in developing new lead generation methods or implementing an integrated marketing communications campaign, it helps to be plugged into our culture. Many creative solutions "play" off of top news stories, celebrity stories and just current events in general.

I used to have the attitude of "who cares"! Because, truthfully, it didn't really matter to me either way what was going on with Tea and David. But as I forced myself to pay attention, I found myself more engaged and felt that our marketing consultancy services were stronger because of it. And you know, who doesn't like to watch a good train wreck anyway!

January, February, March, April, May, June. Done. Gone. In the books. How did it go by so fast? The better question is pretty much the same, but with 3 less words...How did it go?

Well before we all start giving each other high 5's -OR- looking for the nearest bridge to jump off of, from a corporate marketing communications standpoint, let's take a look at what was done right and what was done wrong. And the best part, you've got time to fix it!

What was done right? Well, by now, my guess is you've all put formal lead generation methods in place. Whether they're rooted in strategy, or simply based on your experience, or a combination of both, you've recognized the need and understand that it needs focus. You probably also understand the funnel then too. And that your marketing communication strategies are implemented through initiatives designed to either generate inquiries, nurture prospects and produce sales ready leads (SRL's).

So what's wrong? Is it not working? Is it not working well enough? Is it not working fast enough? Consider these tips:

1. TURN IT UP! We've all swallowed the "micro-targeting" pill and now we're having side effects. Through marketing automation, you can talk to THOUSANDS of people and generate customized campaigns for very specific groups or verticals. It's a numbers game at the top of the funnel. Don't worry so much about being so granular and focused. They're all nice words, but the bottom line is you need to talk to A TON of people to fill the top of your funnel.

2. SHAKE IT UP! Is your message compelling? Have you asked yourself lately, "who cares"? You can have the best integrated marketing communications campaign out there with die cut, scratch & sniff direct marketing postcards and colorful emails, but if you don't have a good answer to the "who cares" question or the "why would I buy from me" question, it simply won't work.

3. SPICE IT UP! You need an offer! Something with some pop. It doesn't have to be an Alaskan cruise or free key-chain with your purchase, it has to have value. And value doesn't necessarily mean monetary value. Value can come in the form of information, education, proprietary knowledge, industry trends etc... Your buyer needs to understand why they should choose you and they want to educate themselves and nurture themselves right into a purchase. You just need to control that process!

Tell me what you think and please comment if you've got something to add or if you disagree! A little debate does a body good.        

Dang. (Did I say that?). As we're rapidly whistling into the fireworks frenzy of the 2011 4th of July weekend, I was reminded of my friend Joe Dirt and his simple, logical "business advice" for his fireworks dealer. At The Allied Group, we're always experimenting and providing advice in a business development professional services capacity. Always thinking of and trying new technology, tactics and processes to get that desired result.

But if you're having trouble figuring out your fickle funnel, you might want to look at some basics. What about your product/program/service offering? Is it compelling? Is there anything that differentiates you from your competitors? If so, are you telling your prospects about it, or do you just assume they know? Are you providing informational and educational content as part of your corporate marketing services to help nurture your prospects through your selling cycle? Ask yourself two very basic questions: 1. Why would a prospect buy your product or service? and 2. Why would a prospect buy your product or service from you?

As we sit and appreciate some great fireworks demonstrations this weekend and think about our marketing communication strategies as our minds drift, remember, there are duds in every display. A dud doesn't have to kill your performance though. Just stick to the basics...build a fundamentally sound program and try to set realistic expectations.

And if you need a little inspiration, take 2 minutes and listen to Joe!

 

I wish! These days, my gut is serving as a rather nifty iPad shelf...it keeps my wrists at an optimal angle for maximum touch screen typing. But that's another story.

I'm talking about some good ole fashioned marketing and sales support decision making. The kind you made with your gut. Yeah, it was equal parts experience, facts, statistics, luck, talent combined with a little bit of "which way's the wind blowing" today that went into all marketing communication strategies.

As silly as it sounds, I'm somewhat serious. The playing field has really changed. I'm flipping through this month's DMNews and it is littered with facts, statistics and descriptions of elaborately calculated direct marketing campaigns focused on results. Sounds good, right? Well, yes, for the most part. I, probably along with many others, have certainly turned much more into a "math guy" over the last few years. Fortunately, along with my creative background, I actually had an education in finance too. So, for me, combining the two wasn't too much of a stretch. Nor did I have to have my arm twisted to become a believer in "the numbers".

But as a marketing communications company, I can't help but see how everything has become much more robotic. It's "smart", but it lacks "feel". It reminds me a lot of baseball and how it seems like the most desired scouts nowadays rely as much on their spreadsheets as they do their instincts. It's still a game of numbers, but now RBI's, HR's and ERA aren't as important as OBP, OPS and WHIP. It may be "smart", but, for some reason, it just doesn't feel right.

Whether you plan on integrating personalized direct mail or promotional imprinted products into your marketing mix this year, make sure you're focused on measurement and results. While you're at it though, don't forget to at least take a listen to the one source that has, for the most part, always steered you in the right direction. Your gut. 

Not an Ohio State fan. I don't dislike them, just indifferent. I wouldn't say I'm a huge college football fan in general. Living in the Northeast, I'm more of a fan of professional sports. For some reason, my observation is that puts me (us) in the minority compared to the rest of the country.

As a full service fulfillment company that also offers corporate marketing communications services, The Allied Group has its rules. For instance, we have a code of conduct (that includes things like policies on harassment), work hours, proper attire, vacation policy, sick days, personal days etc... And I suppose that if anyone were to violate any of these rules, they could expect consequences. Probably anything from a warning, to termination.

But we all understand that a lot of these things are simply The Allied Group's rules, not laws. We couldn't be arrested for abusing our sick days. Or be under criminal investigation for wearing a sleeveless t-shirt.

The NCAA, to me, seems to be a bit fuzzy on this. Now I suppose I haven't heard about any criminal charges looming for Jim Tressel at Ohio State, but doesn't it seem like it? And I know that I've got a lot of NCAA "baggage" influencing my thoughts (problems at Michigan, Memphis, Kentucky, UNLV, Tennessee...just to name a few off the top of my head), but doesn't it all seem to have a "criminal" tone to it?

A lot of the problems stem from some Ohio State players selling "their" Big Ten Championship rings and the Gold Pants they receive for beating Michigan. To me, if it is "yours", then you have the right to do whatever you want with it. If you give somebody something, but tell them that they have to use it under your guidelines, then it isn't really theirs then. So, which is it?

On my drive in this morning, I was thinking of a posting something for Memorial Day and including a nice video. Looking through some videos though, they were all just too powerful and I thought that this probably wasn't the best forum for that. What I can say is this...remember why your office is so quiet today. Remember why those who are there are most likely leaving early. Remember why most of us have Monday off. And from The Allied Group, have a fun, safe and memorable memorial day weekend! 

I was looking back at some older posts and I remembered one from almost a year ago. Then, we were talking about Chelsea Clinton, Iran and bear attacks. What does that look like heading into June of 2011. Well, again, according to Yahoo's "what's trending"...here goes:

1. Sarah Michelle Gellar. Looks like your old pal Buffy is going to be back on your TV screen in the fall. I know I can't wait!
2. Anna Kournikova. I guess the tennis thing didn't work out. But speaking of "working out", say hello to the new fitness trainer on The Biggest Loser.
3. New Spaceship. It appears NASA is going back to the basics. The good old fashioned space capsule is making a comeback.

Why would a Marketing Communications Company even be writing about this? Why do I care? 

Well, in some ways I really don't. But, in others, I think it's important to be aware of what's going on around us. Lead generation methods can be just as trendy. If you want to redesign websites, you might want to be clued into fashion. If you're marketing to college students, you probably want to have some idea of what is interesting to them.

Maybe not the most earth-shattering news, but, remember, it's not about you! If this is what your client-base or prospects are interested in, you'd better be too!

As I watched and listened to a lot of the Lance Armstrong doping allegations unfold over the weekend, it re-activated that "twitch" I had during the year-long "steroid era" conversation that overwhelmed the airways of talk radio.

What does this have to do with marketing communication strategies? Well, I'm not sure. But in a lot of ways, it has everything to do with marketing and business in general. Lance Armstrong, A-Rod, Marion Jones, and even Bill Romanowski...arguably THE marketable "faces" of their respective sports.

            

But is anyone truly surprised? I mean, c'mon folks. Lance Armstrong, 7 consecutive Tour de France wins. Arguably the most impressive feat in sports history. It's safe to say that nobody reading this article is, or ever was, a professional athlete. Maybe a couple of college athletes here? But we all can probably relate at some level to the feeling of competition and the desire to be the best. You could even apply that to being the best 3PL Provider or a leading corporate marketing communications company.

Why are we so judgmental? The reality is that these are world-class athletes. What would you have done if you were in their shoes? If you answer that question honestly, I think you'd find that you're not all that dissimilar.

Times change. The landscape also changes...whether it's professional sports or full service fulfillment. You can't compare yesterday to today. The fact is that the lead generation methods of yesterday, don't work today. Anyone who was a local lead generation expert 25 years ago, would fail applying the same methods today. The reality is that Babe Ruth would have a hard time making the 25 man active roster of the Minnesota Twins now...the current worst team in baseball.  

Do you want to build the top of your funnel? Well, here's my top ten and I'm even going to stick with the "T" theme:

10: Test. Tests don't have to be complicated. As a matter of fact, the more complicated you make them, the more suspect the results. A good old A/B split is enough. Do it with every campaign.  

9: Try. Don't be afraid! Most people don't bite. If you've used direct marketing postcards in the past, regardless of the results, you have to keep it fresh and try new things. Don't necessarily abandon what has worked in the past, but realize that sooner or later, it won't work as well as it did. 

8: Trust. Trust your instincts. You probably know your business, your industry and your prospects better than anyone else. Trust in a marketing communications company that acknowledges this.  

7: Timing. The right person, the right offer the right TIME! Have you heard this before? How do you ensure the right time? See #6.

6: Touches. A lot of them (but not too many)! You can't expect to touch a prospect one time and get any results. Probably the most common flawed expectation we see. Successful lead generation methods include multiple touches.   

5: Top of mind. Marketing 101. All marketing communication strategies include a plan to ensure you are top of mind when an ideal prospect is making a buying decision. 

4: Technology. Oooh. A lot of technology! Technology is your friend. Embrace it, don't let it overwhelm you. You don't need to become a "tech head", but you do need to understand that these tools were created to improve processes and help you get better results. 

3: Tips. People love tips! They're quick, informative, easy to digest and they can be easily applied. 

2: Talk. "Tell, don't sell". Simple. People want a dialogue. Marketing and sales support in today's business process is exactly that...material to support and validate a claim. 

1: Total funnel dominance! Expect nothing less from The Allied Group.

It was 1993. And Nike released this controversial TV spot. For some reason, it always stuck with me. Maybe because I agree with it and it seemed that so many people did not. And it appears that it "stuck" with a lot of people because it is still referenced today. But why?

Because, in my opinion, people just don't want to accept the truth. That, combined with the fact that people interpret it differently, many fundamentally miss the point and some read something into it that it doesn't actually say or imply, creates controversy around a very simple statement.

In the creative design marketing field, you develop thick skin. You learn that "feedback" isn't a personal attack. Strategic marketing consultancy takes that a step further. If you want my opinion, I'm going to give it to you. If you don't want to listen, that's your prerogative. But I often hear things like "I don't believe in social media" or "I don't believe in direct marketing postcards" etc... Well it doesn't really matter if you believe in it or not. Whatever "is", "is"...regardless of whether you believe in it. Social Media is here to stay. Harnessed properly, it's a powerful tool that can help you attract, acquire and retain business. Direct marketing postcards have been around and they'll continue to be around because, with proper usage, they can work!

Many things are difficult to hear. Those things are many times just as difficult to say. But if you take them at face value, most of the time there's a lot of truth in those messages. And by the way, I AM a role model. To my kids! 

 

Literally, MY top 4. I didn't invent them (well, maybe I did invent them as acronyms, but not as statements), but they aren't ones that I really hear anyone say or refer to. Here goes:

KYR. Know Your Role. For me, I probably say it every day. And it really has its place in developing an integrated marketing communications program. For The Allied Group, building successful Stealth Programs, for example, is equal parts marketing, IT and operations. If any of those components break down, the program doesn't work. The key players need to be the experts in their respective areas. 


NOYB. None of Your Business. Well I really don't use this one enough. I think it all the time. But it's kind of rude. It's closely related to my YDNTK (you don't need to know)...both are sort of hard to slip into a conversation without sounding obnoxious or pompous. But, if you're selling marketing consultancy services, maybe a little confidence goes a long way?  

LIU. Look it up. In the information age, it's amazing to me how many people have no idea what they're really talking about. They use a lot of "buzzwords" (very common in the marketing and sales support arena) but have no practical knowledge of what they mean or refer to. 

WID. Write it Down. Not always literally...but sometimes! In other words, "this is important". If you remember anything from our conversation about one to one communication, for example, remember this! 

Well, there you have it. Maybe you're sensing a bit of a theme...they're all a bit bold. I can't say I use them all that effectively, but they've all become a big part of my life. What do YOU think? Comment with either your own acronyms, or maybe some commonly used ones that appeal to you. I'll pull them all together and publish the top 4 from you guys in another post! 

Well, kind of. If you talked to any lead generation agencies or strategic marketing consultancy firms now, or going back a couple of years... the term "spray and pray" would certainly have to be followed by the prerequisite chuckle or at least a smirk. But why would such a popular tactic maybe 5 years ago or longer now be a virtual curse word or insult? Cuz people don't get it.

We're talking about the top of the funnel here folks! I know I'm going down a slippery credibility slope now, but at this stage in the process I want as many people as my funnel can muster. In general, I want you, your friends, your grandma and your podiatrist to know who I am, what I do and how to get in touch with me if you need to. I want to be top of mind.

Of course this "approach" began to lose it's appeal in the world of corporate marketing communications when the only tools in your tool belt were direct marketing postcards and data to print. It simply costs too much to reach out to a large group of unqualified people via print (and many other media) and then fold your hands neatly together and kneel in front of your phone.

But that's a different argument. It simply means you probably shouldn't use print as a cold local lead generation method! To me, as marketing technology has advanced, I've got my CRM, Marketing Automation, and social media to help me manage and track my leads, develop appropriate nurture campaigns and fantastic forums to push my content out. Maybe it's just a matter of changing "spray and pray" to another old adage, "the more the merrier!"

When we think of marketing and developing a successful integrated marketing communications program what tends to come to mind first are the 4 P's, new business development, direct marketing postcards and maybe how marketing and sales support each other, or could be better aligned. But what about applying marketing concepts to your business process? For this post, let's look at how we can use marketing to get paid faster:

1. Profile and Segment. You most likely already do this. You just don't apply the criteria for business process purposes. You put a lot of thought into profiling an "ideal client"...well part of what makes a client ideal is how they pay. You don't need to judge who's better or worse, but include that criteria to segment your prospects and maintain that information as they become a client. You'll then know which clients will pay best, and which ones you may have to apply tips 3-4 on...

2. Jump to the front of the queue. Getting paid is a competition. You want to get paid FIRST. Understand how everyone else is billing and do it differently. Instead of invoicing at the end of each month, invoice in the middle of the month so you aren't lumped into the pile with everyone else.

3. Use personal connections. Just like every other part of business, it's all about relationships. Yeah cutting the check and most other payment process are probably automated, but someone is still pushing the button. Make sure you know who that is and, more importantly, that they know who you are. It's easy to push the "faceless" invoices to the bottom of the pile. Don't let that happen.

4. How 'bout a promotion? This is novel. A good old-fashioned incentive. Invoice discounts for early payments or maybe even a monthly contest including an attractive giveaway could do the trick. It's fun, it ads a little life to an otherwise boring, yet important, part of doing business and many times the costs associated with doing this are far outweighed by the benefits of getting paid faster.

The Allied Group is a Marketing Communications and Fulfillment Services Company. 

Concept, ideas and some copy for this post used from Rohit Bhargava.

1. Realistic Expectations
I'm beginning to sound like a broken record with this one. There are no magic solutions. Direct Mail and other lead generation methods as stand-alone tactics in a vacuum are basically useless. Direct mail, whether personalized direct mail or one to one communication, is a great component of a complete direct marketing program. Stick to the basics...tell your prospect why your product/service is unique, why they should buy from you and why they should buy from you now. And then remember, unless you catch lightning in a bottle or miraculous timing (which can happen) people don't typically make a buying decision right on the spot. They need time to further educate themselves and let it "stew" a bit before they take any action.     

2. "Program" vs. "Project"
Seldom do "one and done" direct mail projects work. The trick is to think of it as a business development "program". We well-thought-out, multiple touch program over the course of an extended period of time (minimum of 6 months) with the intent of getting prospects to raise their hands. We're looking for "leads" here folks...not sales.   

3. List, List, List
While this is an easy one to point out, it is, to me, the most difficult aspect of the process. The part you can probably guess is if your list is bad, the program will be bad. But how do you build an effective list? That's probably a bigger question for a different time, but, suffice it to say that you need to understand your buyer. Who are they, what do they look like, how do they buy, what's important to them? Knowing these things will help you craft a list that will be more effective.   

4. An Offer
If anyone is going to "act now", this is the reason why. It has to be compelling and it has to be something of value. And the value has to be recognized by your audience. Offers like a "free estimate" are no longer of value because no one would pay for an estimate...so there is no value! 

5. Save Your Time and Money
If you cannot commit to 1-4, save your money AND your time. Your direct marketing postcards won't work! Make a donation to a charity or put some cash under your mattress for a rainy day.   

Fresh off the weekend and the Superbowl being set, I found myself wondering many times about how the sport itself translates into a business. Of course there is strategy on the field and in the game plan, but is there strategic marketing going on as it relates to the overall goal of the team? I'm not talking simply about promotions. I'm wondering...are all teams trying to win? Does winning on the field = business success?

As a true New England sports fan, that has been/was always the knock on the Red Sox and Bruins. After Dan Duquette proudly proclaimed that "we spent more time in first place than any other team" it became clear that the ultimate goal may be to simply build a competitive team. They may not win it all, but they put bodies in the seats and they "make it interesting" every year. And really, do we want to make the investment (financially, physically & mentally) to be a true contender? 

You could say the same thing about business. We're brought in for our marketing consultancy services and to implement tactics like one to one communication and to redesign websites, but are we fundamentally willing to make the tough decisions? Are we willing and able to make the investment needed to field the best team possible?

"Strategy" is a word that's getting tossed around left and right in the boardroom and in the locker room. And I'm beginning to wonder if we've forgotten what it actually means. To be an elite 3 PL Provider or marketing communications company, we've got to actually put our money where our mouth is and make the move from pretender, to contender!