The Marketing Mix | official blog of the Marketing Mentor community

Update: It turns out that Business Planning can actually be fun!

In a December 15, 2009 Marketing Mix blog post, Peleg Top explained how he planned for a new year by reflecting on the year just passed - coming up with obstacles overcome, accomplishments and what he celebrated.

At the time, I realized I couldn’t follow his lead because I only had a handful of specific memories of what had happened in 2009. It was a good year, but detailed particulars to reflect on? I didn’t have many.

I wanted 2010 to be different, so I put it on my calendar and every Friday afternoon for the whole year I spent a few minutes making notes about what happened that week. My categories included: Obstacles Overcome, Special Moments, The Happy Unexpected, Accomplishments and What Was Important To Me This Week.

Since I took Dyana Valentine’s up on her suggestion and gave myself permission to have a non-traditional fiscal year, I recently finished my reflection and review of 2010 with the goal of planning for my Fiscal 2011 (April 1, 2011 through March 31, 2012).

Having 15-months’ of weekly notes - January 2010 through March 2011 - made it the most amazing and fun “New Year” planning I have ever done. Going through them, I could easily see what was significant in 2010, how much had happened. And I was reminded of some big things that would have gotten lost otherwise in the day-to-day hurly-burly.

To my complete surprise, ideal Next Steps became instantly apparent, and coming up with my Goals and Intentions for 2011 was really a joy. (Which it never was when I was trying to cram it all in - without notes - during cold, dark, too-short weeks between Christmas & New Year’s!)

Making the weekly notes took such a relatively-small amount of time, but the pay off was unexpectedly huge. It turns out that the past is prologue - and a good and useful one to the chapters yet to be written. Thanks again to Peleg and Dyana for the big, got-me-out-of-the-box ideas.

Patrice Robertie specializes in working with professional services firms whose offerings have to be persuasively and compelling described because … they’re service businesses … there’s no “product” to show. She can be reached at patrice@acornadvertising.com.

In Defense of Boring: Watch Out for “Clever” Names

One of the most exhilarating parts of starting a business is to dream up a name for it. Or it’s one of the most excruciating – depends how comfortable you are with words. If you aren’t, you may default to something generic like “Joe’s Yard Service.” In my early days as a business, I would have greeted such an approach with a big yawn. BO-ring. But sometimes boring can be your friend – read on:

When my then-associate and I planned our business launch, we agonized over the name issue. It had to reflect our values and unique flavor, and make us stand out from the herd. We finally had recourse to the dictionary, and found our perfect name in the A’s: anaglyph. An anaglyph is an image created by combining two points of view. How perfect, we thought – we’re combining our unique points of view to create images for our clients! So we became Anaglyph Art Services.

As time went on, we found that people had a hard time spelling and pronouncing it, didn’t know what it meant and generally found it obtuse. We kept using it because we loved how well it reflected what we wanted to do and how we wanted to do it. After a few years my associate left, but I kept the name because, I reasoned, my work reflected the combination of my viewpoint and my client’s. Still perfect!

However, the afore-mentioned problems with “anaglyph” continued. People continued to misunderstand, mispronounce, misspell and generally mangle the name. But as years passed, I got used to it and more than able to tune out signals that it wasn’t working all that well. Until one fateful day when the phone rang: I picked it up and a quavering, little-old-lady voice said, “Hello? Is this Analgram?”

Well. Talk about a wake-up call.Without dwelling on the logistics or definition of an “analgram,” I lost as little time as possible in changing it. As it happened, I was about to move to a new town and would have to get new business materials, so it was a perfect time to become Laurel Black Design. Here’s who I am and here’s what I do – no mystery, no embarrassing or bizarro misinterpretations. It may be boring, but at least it’s clear. In the years since, I have tried to add meaning and interest to it by producing un-boring work.

So when you decide on a name, go for clarity first and clever second. That way no one will ever ask you for an analgram.

Can anyone relate? Tell us your story.

Special thanks to Laurel Black, from Laurel Black Design in Port Angeles, Washingon. View the latest edition of her newsletter, Design Deli, or sign up for it here, and check out her blog here.

 

Feel crowded in by “Too Much Stuff!”? Try a 90-Day Clear-Out!

The 90-Day Clear-Out is something I do a couple of times a year or whenever The Stuff seems to need a good weeding.

It’s absolutely free, ridiculously easy and can makes a real and noticeable difference in my office, my house … wherever I use it.

Here’s how it works: You decide to get rid of one - and only one! - item every day for the next 90 days. And you have someplace to keep a record of the 90 items. A pad of paper, a spreadsheet, a Word doc - whatever you like.

The secret is in absolutely committing to only one item a day. That guarantees it’s a pleasant “untreasure hunt” and not just another chore. And once you start looking, candidate throw-aways seem to become completely obvious.

You can toss the daily item or give it away or leave it on the sidewalk “Free to a good home!”, but it has to go. Keeping a note of each of the 90 items lets you look back and see how much progress you’ve made … and realize how nice it is to have that stuff gone.

I’m just finishing up a 90-Day Clear-Out and - as usual - it feels great. Things are edited, more streamlined. The undergrowth has been cut back. It’s always a pleasure to have the No-Longer-Needed disappear almost effortlessly. Sometimes it even miraculously makes room for the Something-Much-Better.

Patrice Robertie specializes in working with professional services firms whose offerings have to be persuasively and compelling described because … they’re service businesses … there’s no “product” to show. She can be reached at patrice@acornadvertising.com.

 

 

A simple formula for pricing

Here’s how Luke Mysse, Founder of CROSSGRAIN and speaker at this year’s Creative Freelancer Conference, comes up with prices. He shared this in his week-long series (about a nightmare project he was involved in) on the CFC blog.

My effective hourly rate is based on a simple equation of Expenses (including my salary) + Profit (every hourly rate should include it) divided by the number hours I want to work each month. Mine happens to be about 20 hours a week billable.

The above equation gives me my hourly rate. From there I figure out my job costs: __ hours X my rate + Job Costs (anything outsourced) = Basement price (meaning I can’t go any lower than this price without losing money). Once I have that basement price I price the project out based on the value of what I’m doing which could change depending on client, project type, my mood (ha).

See Luke’s latest post, Lesson 2: One Point of Contact.

If you want to get down and dirty with money, check out my new book, The Creative Professional’s Guide to Money. (There’s a free sample chapter.)

How does this compare to your pricing?

Finding & attacking a niche market takes work

With registration for the Creative Freelancer Conference now open, I thought today we'd take a look at one of the biggest attributes for success for many of the creatives I work with ... choosing a target market. CFC veteran, Tim Read, from 5 Fingers Creative, had this to say about the worth-it work required in finding a target market:

One of my biggest mistakes in the beginning was to try to be too much to too many. It was only when I narrowed down my market search to two or three markets that I was able to concentrate on what the needs of the market was and attack accordingly.

No one can tell you what your niche market is or should be. A lot goes into finding that market. Sometimes it takes a while and a lot of trial and error until you land on a market that suits your needs as well as theirs. Nobody can spoon feed you your target market—you’ve got to do that for yourself.

My suggestions for those of you looking to define your target market: Step back and re-evaluate your business and look closely at what you want it to be, or what you want it to become. No one in marketing is going to hand you all the answers. You will have to do a lot of research, and find that not everything works for everyone.

But once you’ve found that market, your business can launch an attack. If you know where your prospects are and what they need, then you know what it takes to get them to work with you. And if you need support and guidance to find the best market for you, I can’t recommend Ilise enough.

I gave myself permission, and it’s working out great

On December 16, 2010, Dyana Valentine had a video post on the Creative Freelancer Blog called “Permission: it’s yours” where she generously gave each viewer permission “to do something you really, really, really, really want to do.”
 
I knew I’d had enough of ending every single year not only not “pausing” over the holidays (suggested by Dyana in separate post) but also not doing any of the year-end business reflection and planning that I wanted to do either!
 
So, after New Year’s Day, I took Dyana up on her kind offer and gave myself permission to have a Fiscal Year.
 
Instead of the calendar year (and except for providing tax numbers to my accountant), my business Fiscal Year is now April 1st through March 31st.
 
I got 3 immediate benefits from this decision:

1. Freedom from trying to get clients and prospects to focus on new projects from basically Thanksgiving through Martin Luther King Day when they’re busy with their own year-ends, the holidays and post-holiday re-entry. (Not to mention winter’s short dark days and uncooperative weather.)
2. December 31st isn’t going to be “year-end” for me anymore,
   so I can enjoy the holiday season without feeling the need to pressure myself into shoehorning in a year-end review and strategic planning before New Year’s Day.
3. And I now have three solid months after the holidays to think about my business and where I want to go in my new year.  

January 1st may be THE “socially-acceptable restart button” but there are others and, thanks to Dyana Valentine, I gave myself permission to choose one of those. It seemed like a fantastic idea when it came to me and one month in, it’s working out exactly as I’d hoped.

Special thanks to Patrice Robertie of Acorn Advertising in Arlington, MA.

My Project Management System - Part 2

Hi, in yesterday’s post I shared the 3-part system I use to keep my projects, new business development and marketing efforts on track.  Just to re-cap they were:

• content and project management software
• visual display of the broad-stroked
• daily ‘to-do’ list

Today, I’m going to go into a bit more detail about how you might fine the right content and project management software for your business.  There are lots of really great options out there, so this can take a little research, but it’s like finding the right partner or apartment – once you see it you’ll know it and you’ll be SO happy! 

I’d recommend writing down the top 5 things that you’re looking for it to do.  I needed:

1. MAC friendly software that synchs between computers and my handheld device
2. All of my data in one place
3. To link contacts, emails, tasks and documents
4. Ease of importing/exporting of data 
5. User-friendly software with a well designed interface

I’m not a software expert and haven’t tried many of the options that are out there, but after some trial and error (which ranged from excel spreadsheets, to the hugely popular Basecamp), I found the perfect fit for my needs.   Daylite by MarketCircle is a ‘business productivity manager’ that met all of my requirements and, with the help of a webinar or 2, was easy to master. It’s as perfect for a one-man/woman shop as it is multi-person operation and can be used across any industry.  Check out the website to learn more and download a free, 30 day trial.  http://www.marketcircle.com/daylite/

Now, I appreciate that for many of you, sharing your creative work with virtual teams and your clients is critical to managing your projects.  If that’s the case for you, there are several options that do a great job – one of the most popular being Basecamp by 37Signals.  I know several creative individuals and groups who use (and love) it.  Check out http://37signals.com/ to learn more about Basecamp, as well their other web based apps that can help you collaborate and share information.

Not the right fit for you?  There are lots of folks who’ve tried and tested a bunch of alternatives and are happy to share their thoughts with you.   Here’s just one source:
http://pm-sherpa.com/features/basecamp-alternatives/

Check back tomorrow for the project management support acts.

Justine Clay is the founder of Pitch Perfect and teaches creative talent and entrepreneurs the business, interpersonal and project management skills they need to transform their creative ideas into paying projects and lasting professional relationships. To sign up for her newsletter, or learn more about upcoming workshops, please visit www.pitchperfectpresentation.com.

 

My Project Management System - Part 1

In my last blog post for Marketing Mentor, I shared 5 tips and strategies to help independent creative professionals manage their projects, virtual teams and clients…..oh, and find time to do their own work and have a life!  The upshot was that in order to keep all the plates spinning you need a system.

There are lots of really great project management solutions available, so it’s really a matter of defining what your particular needs are and finding the right fit for you.  The main criteria for your system are that it: (a) feels good to you and your work style (b) provides structure AND flexibility (c) it’s simple and easy to use.

In this post I’d like to share my system with you and, over the next couple of days, suggest tips and resources that might be helpful in developing your own.

During any given day at Plum Creative, there are several things I need to do or keep track of, including:

• Make and track new business calls/ emails
• Schedule calls and meetings
• Write proposals
• Negotiate fees
• Write/review contracts
• Create and manage project timelines
• Remind talent and clients of when things are due
• Bill clients
• Follow up on unpaid invoices
• Pay talent
• Write blog and newsletter, maintain website

So, with so many things (or combinations of things) that could come up, it’s important for me to be able to determine what my priorities are, while still being able to see the big picture.  I have it down to a 3-part system:

1) Content and Project Management software
This software is the Mothership and contains all of my data.  It allows me to link clients and prospects to active projects, opportunities, tasks, meetings, files, notes, and emails.  I have it installed on my laptop, home computer and iphone, so I can access my information wherever I am.

This software really comes into it’s own when I’m developing and tracking new business prospects and opportunities.  For example – I am able to create a target client list, link contacts, emails, make notes and create notifications for follow up actions e.g send a marketing package, follow up in a month.  When you make several new business calls a day, this really helps keep track of who you called, their response and what your next steps are.

The Power of the Press Release in Small Businesses

Here is a guest post from William Eve, who shares details about the ideal make up of a press release, as well as how to create and distribute one.

The press release is an essential tool which provides low-cost publicity for small businesses. A well crafted, highly targeted press release can bring returns far greater than the most cutting-edge marketing campaign. As long as a press release follows some basic rules, it will be accepted by both major wire services and specialty publications.

In today’s business world, every event of any significance is heralded by a press release, yet this tool continues to be highly effective at informing your target demographic and the greater consumer and business markets of your current activities. By following some simple rules, you can ensure that your business, product or service is brought to the attention of those who will benefit the most from it as well as those who may be interested in investing..

Anatomy of a Press Release

Let’s take a brief look at the makeup of a press release and consider how to craft one that will be noticed by distribution services and publications. First and foremost, a press release is a news bulletin. Its content must be of importance to your target audience. It cannot contain sales language or refer to your audience in the second person, as in this article. It must be a formal, third-person document, but that doesn’t mean it can’t contain lively language to grab the attention of your potential customers and the publications and broadcasts they’re likely to frequent.

5 YouTube Marketing Tips

Today, we have a guest post from Vera Mosley about how to use YouTube to your full advantage.

Think of the Internet as the world’s biggest marketing toolbox. Sites like YouTube can be one of your most powerful marketing tools.

Remember the hamburger fast food joint, McDonald's slogan (on every one of their golden arches sign) "Billions and Billions Served"? Well the same thing holds true for the number of videos shown at online video streaming mega site, YouTube. The only difference is they are serving up billions of videos every month!

Using this channel for effective YouTube Marketing is a great way for you to promote your promotional videos online. Following are 5 key tips you'll want to try and maximize with every online video you create. And remember, the most important tip is to have fun!

Make it short and sweet. Statistics show that most of the folks who watch videos on the computer tend to prefer short form over longer episodic or movie length features. 3 to 5 minutes should be more than enough time to get your message across while still holding the attention span of today's easily distracted Internet users. If a video is extremely entertaining you might get away with extending its playing time out to 5 to 8 minutes, but you'll have to be sure that folks are going to stay around and take it all in.

Create a brand. Hopefully you've already started working on your brand. If not, make sure you develop a recognizable logo and or catch phrase. Keep whatever you create short, punchy and to the point. Remember, the attention span of online video viewers is short.

Make it memorable. Humor is always a great way to create viewing hits with online video. While this may be hard to do in relation to developing a YouTube marketing campaign, you can still create a memorable experience with solid production values and catchy graphics/titling sequences.

Spread the word. Whatever message you're marketing you need to get the word out there using whatever tools available. If YouTube marketing is a way you decide to promote your company or promotion, realize it is but one rung on the ladder up to success. Get your video up and then focus on driving folks to YouTube to see it. From your channel you'll need to develop the directives to move the viewer along to your ultimate destination. That might be your website, social media sites or wherever you're thinking you can eventually monetize your viewers/listeners.

YouTube marketing can help you get to a destination. Though it may seem it, in and of itself the video site is not likely to be the end point you'll want your paying customers at. Get them fired up about your offerings. Provide easy to use tools that allow them to virally share your message. Then give them that easy button which will take them deeper into the world you’re hoping to immerse them in.

These tips work well when promoting a music video.  There are many recording artists that were YouTube stars before they were sought out by record labels…for example, Justin Bieber.    He had many videos with thousands of hits before he was found, but he did not do any promotion of his videos.

Imagine if he had applied the above four steps?

Remember, too, these tips absolutely will not provide you with overnight success. They'll take time to put into place, develop traffic flows and ultimately you'll begin to see the successful conversion from your YouTube marketing efforts.

Vera Mosley is a marketing expert, specifically in the music industry with a focus on music promotion.  She is now a writer for a music ringtones company.  When she is not writing or blogging, she loves to spend time with her twin daughters.