Monthly Archive for November, 2009

Word of Mouth Marketing: Do it or Your Brand Dies

**NOTE: The radio show mentioned in this blog posting was originally scheduled for Wednesday, November 18th at 4pm EST. It has been re-scheduled.

Storytelling is older than dirt. Family histories have been preserved by it and companies have been built with it. For business it’s often called “word-of-mouth” (WOM) and with social media in full effect its power has increased considerably.

Word-of-mouth a la social media is such a force that big bank rolled companies can’t even deny it’s influence. They can throw money at it—and have tried—but the authenticity factor trumps money so today everyone has to cull their story, treat customers well (hooray) and spread the good news via word of mouth. In some senses, this is grounds for entrepreneurs and small business owners to do the hallelujiah dance because we have great stories and the tools to tell them, even if we can’t yet afford a Super Bowl ad. But we have to know how to do that—and we have to do it consistently.

Are people talking about your brand like crazy yet? No worries! Today on The Ms. CEO Radio Show, we’re talking to Ted Wright, managing partner of Fizz Word of Mouth Marketing agency, to get the inside secrets that only a 15-year WOM marketing whiz like him could share.

Check out this cool WOM marketing metrics and best practices guidebook from the Word of Mouth Marketing Association, and listen to the show to get your story going!

Sometimes It’s the Little Things

Sure, everyone is talking about TGIF. No, not thank-goodness-it’s-Friday, but Twitter, Google, (the) Internet and Facebook. But it doesn’t mean they know you’re present on these platforms or what your username is. Make sure you tell them. The responsibility for connecting with your potential followers, fans and friends is on you.

Sometimes in business it’s the smallest things that we forget that could make the biggest difference in the long run. This short-and-to-the-point blog article calls this “the butterfly effect.”

Apply this concept to your company. Make sure in your business you are always spreading your wings, by spreading your message—even in the smallest ways.

The White House Project Releases Groundbreaking Report

The White House Project has released a ground breaking report that indicates that depsite perceptions by both genders, women are not leading in any category of society—not even the sectors which are assumed to be led by women like education and non-profits.

There’s no blame game in effect but it is time for parity. Gender equality in leadership simply will make us stronger economically, politically, socially and communally. This is why it’s not a woman issue—it’s an American issue. Until women are fully integrated into leadership in each sector, alongside men, we will not have reached our fullest potential as a nation.

Read the report and prepare yourself to lead—or open the door for others to do so.

Ad Campaigns Gone Wrong

The White House Project has just released its new benchmarking research proving that despite common perceptions among both genders, women still are not fully intergrated in leadership in any sector; not even ones that we assume women lead like education and non-profits.

Perhaps proof of the need for more women in decision making roles—or with a comfortable seat at the table—are these six totally dumb (so dumb they’re hilarious) ad campaigns aimed at women.

The Johnson and Johnson o.b. tampon ad by far gets our top vote for the dumbest of them all.

Break through the Marketing Clutter but Don’t Blow Your Budget

It’s been drummed into our heads. Traditional advertising and marketing tactics—alone—no longer work. So, now we have to use a lot more creativity to grab attention and convert that attention into sales. Key phrase here: convert that attention into sales.

For some well-financed companies like Burger King, it is apparently worth the financial risk and potential social faux paus of offending women to push the advertising envelope and cut through the clutter. Earlier this year, they approved an ad campaign for their “Super Seven Incher” hamburger, featuring the sandwich headed in the direction of a woman’s open mouth, with the headline: It’ll Blow Your Mind Away. (Really, Burger King?)

Edgy and offensive? Or, edgy and effective? Supporters of the strategy say effective—citing the fact that it has increased the chain’s sales among young men, the targeted demographic.

Think what you will of the Burger King ad, but more importantly be mindful that as entrepreneurs and small business owners we’ve got to break through the clutter creatively without burning through cash. If your marketing gets people’s attention and gets them talking—but doesn’t get them spending, you blew it.

How You Can Grow Your Business and Change the World

M3 Competition Animated Graphic

Entrepreneurs start businesses for dozens of reasons. Lots of women have told me that they get started for flexibility, extra money, to pursue a passion and to have fun. Some of you have told me that you want to change the world. All those reasons are why I got started too.

I was sitting in church one Sunday and we had a guest pastor. All the way from Australia. His name was Dr. Peter. He talked about once being so illiterate that he could not even complete a job application to do construction work, though he had the physical brawn. He went on to discuss how he finally had to face his shortcomings and do something about them, which led him to start his own business.

Years later, he now has several successful multi-million dollar businesses with offices and employees on three continents. He spoke in absolute and confident terms and struck the congregation with his audacity and wit.

I was impacted by all that he said but a statement he made and a question he asked have stuck with me to this day. His statement was not the reason I resolved to develop into one of the world’s greatest entrepreneurs, but it was certainly an inspirational factor. He said, “Too many of you run around everyday talking about and thinking about how you can change the world but you can barely take care of your own finances. If you want to help someone and change the world create a business and give them a job.”

I thought for a moment (and then later, and nearly every day ever since) about his comment. Eureka! He was right!

Most people spend most of their time at work. Work is home away from home for many people. The lives of people who work, even part-time, are significantly shaped by their experiences on the job. That means that by starting a business and growing it to the point that you offer employment to others—whether part-time or full-time and whether they are employees or contractors—you are helping people; you are helping the world.

You could transform your community, city, state, nation or world by starting a business that provides people jobs, and therefore gives them a purpose everyday.

To build a business that takes care of you and your family and consistently employs others, you’ve got to create a systematic enterprise. One that has its own brand, practices, processes and structure. Business at this level means you are effectively using technology and have a good team of people working with you everyday. It probably also means you’re on the path to $1 million, or more, in annual revenues.

Now that may sound overwhelming and scary, but it’s not. Thousands of other women have done it. Plus, you can’t believe you have achieved what you have already achieved in life, right? How did you do that? One day at a time, with faith, perserverance, hard work and a bit of help from others, right? Well, that’s how you and your business can grow to $1 million, or more, in revenue and help change the world. And there is already a well-experienced organization (Count Me In) and group of other women who are striving to have fun, enjoy flexibility, make money, and make a big impact just like you.

You should enter the Make Mine a Million $ Business Competition. It’s always easier to run faster when someone is running alongside you (the other women in the competition) and coaching you along the way (the professional staff and coaches provided by the organization). You’ll enjoy the competition, you’ll enjoy your success and you may even win! But in my view, the competition is not just about that. It’s also about changing the world.

EXTRA
Check out five reasons you should be in this competition straight from the founder Nell Merlino’s blog.

Onward and Upward,
Felicia Joy