Tag Archive: marketing

Times Square and Marketing Appeal

March 27th, 2017

Recently, when I was in New York, I had the opportunity to walk down Times Square (pictured below). The people, the buzz and the lights are amazing — almost no matter what time you take a stroll. There is a certain appeal of the advertisements. TV shows that you didn’t care about previously look more enticing as they flash by on nearby buildings. Store advertisements seem more appealing than they do in print, on-line or on TV. Do you wonder why? There is a marketing appeal to walking in Times Square. How can we create this with our companies?

marketing appeal

One tip to implement this week:

No matter our job, we are all in the marketing business. Who doesn’t want their product, services, projects or even their own image to be attractive? It is why there are so many marketing resources working to help create the “right” image. It is also why services such as LinkedIn are so popular. What can you do to create the best image?

Start by getting clear on what benefits/outcomes your products, services, projects and people achieve. People do not care about what you want to convey; they care about what is in it for them — of course. So, how can you help them? Or how can you make them feel good? Times Square makes many people feel energized and excited. How can you create that sort of excitement about your product or service? Or, how can you make a potential employer or customer feel like they would be fortunate to do business with you? Simply start by getting clear on 1, 2 or 3 reasons. Then, you can move on to how to convey those reasons in a compelling manner.

 

Looking for more ideas to keep your supply chain connected? Access more tips and resources on my blog. And keep connected by subscribing to my newsletter and email feed of “I’ve Been Thinking…”

 

 



Big Customer Promises

August 25th, 2016

supply chain

Last week, I met with my marketing team on several topics. One of the key areas, stemming from the strategy session with my international advisory board in Sydney is “what is my unique differentiation and value proposition”. I have always been passionate about providing exceptional service which ONLY can occur if you have empowered and engaged employees. Thus, we decided upon “I work with manufacturers and distributors (with deep expertise in aerospace, building products and food industries) to make and KEEP bold customer promises by empowering people with profit-driven strategies. From my point-of-view, the promises and profit have to go hand in hand.

As we developed this statement, my marketing guru asked me about my bold customer promise. I thought that was a great question (and I had never thought about it for me) yet it was easy to answer — my clients will get results.

So, what does this have to do with pancakes?!? The weekend prior I went on a food tour of La Jolla — quite amazing! We went to Richard Walker’s Pancake House on the tour, and returned the next day for a pancake spread. Richard Walker is known for gourmet pancakes, and they refuse to expand beyond the capabilities in San Diego and IL (their flagship store is in Schaumburg, IL, which coincidentally is where I grew up!) because they want to maintain their bold customer promise of high quality gourmet pancakes and breakfasts. Although I am definitely a wheat pancake with nuts, chocolate chips and bananas person, we tried several and this German pancake is simply amazing (see below).

customer promises

One tip to implement this week:

So, what is your bold customer promise? We ALL have customers, whether our customers are other departments within our company, our boss or traditional customers for product and services.

For this week, don’t get too worked up trying to think about your bold customer promise. Start by thinking about your view of your customers. Do you know what they want? A fantastic-sounding bold customer promise does nothing for them if they don’t care about it! If you get to know what your customers want and need to be successful, it will go a long way.

For example, my customers typically want growth, improved customer service levels, increased profit, quicker cash cycles and engaged employees. However, each customer is different. Making these assumptions will be useless if I meet a customer who just wants to improve repute.


Looking for more ideas to keep your supply chain connected? Access more tips and resources on my blog. And keep connected by subscribing to my newsletter and email feed of “I’ve Been Thinking…”



Why Marketing Shouldn’t be Overlooked with SIOP

November 18th, 2015

supply chainI’ve been partnering with clients to design and implement SIOP (sales, inventory and operations planning) programs the last several years as I’ve found them to be a GREAT way to achieve several results simultaneously: 1) Support growth, 2) Improved service levels/quicker turnaround of deliveries (shorter lead times), 3) Improved margins and efficiencies, 4) Accelerated cash flow; and 5) Improved employee morale and teamwork. Although the technical side plays an important role (figuring out future demand and aligning with manufacturing, staffing, suppliers, etc.), the aspect that generates the best results is that it aligns the executives and functions within the organization (and can even go to customers and suppliers).

We’ve achieved significant results in all sorts of industries and company sizes, and Marketing always plays a key role in the process. One of my innovative clients renamed the process SMIOP (with an added M for Marketing) as they wanted to highlight marketing. I thought that was a great idea. If you don’t have your marketing processes in full force, your demand plan will be lacking and you won’t be synced up with your supply side. Thus, I wanted to share the importance with you.

One tip to implement this week:

Many of you probably think you are not responsible for marketing; however, in the best companies, all employees relate to marketing. What is your brand and perception in the marketplace? Each employee can have an impact on that. Also, how well are you engaging your customers? Do they see you as the experts in your industry? If so, they will be more likely to partner with you. From a SIOP perspective, marketing has invaluable input into the demand plan.

Take a step back and think about how you affect your customer (even via internal customers on the way to the customer)? Start there. What ideas and suggestions do you have? Could you read up on industry news and share it with your supply chain team? It could be invaluable insights. One of my aerospace clients had a GURU when it came to knowing the industry. He was extremely valuable in areas that were related to his position but could be overlooked if his manager didn’t value marketing.

Looking for more ideas to keep your supply chain connected? Access more tips and resources on my blog. And keep connected by subscribing to my newsletter and email feed of “I’ve Been Thinking…”

 



ZZ Top & the Power of a Brand

September 14th, 2015

supply chainI saw ZZ Top at the Los Angeles Fair on Saturday night. They were still amazing after 47 years of singing together. Much longer than most marriages – and certainly longer than many in the audience had been alive. They are known for long beards (see below for a long distance picture from the grandstand) except for their drummer whose last name happens to be beard.

I’ve seen the head singer for ZZ Top on Bones, and aside from playing a great character, his beard is recognizable anywhere! Not that I’m suggesting beards; however, the question is – do you have a brand? It certainly can make you stand out from the crowd.  I venture to bet that even people who don’t care about ZZ Top know who they are because of their signature beards. How are you known?

brand

One tip to implement this week:

Start growing a beard!  No, just kidding – think about how you are known. What would other people say about you? If you heard your colleague or best friend describing you, what would they say? You can control that by becoming known for something. Are you always known because you jump in to help? Or are you the numbers guru? Or perhaps you are known for a signature car? It doesn’t really matter what you are known for (assuming it isn’t something awful); what matters is that people can remember you.

Looking for more ideas to keep your supply chain connected? Access more tips and resources on my blog. And keep connected by subscribing to my newsletter and email feed of “I’ve Been Thinking…”

 



The Power of Your Personal Brand

June 10th, 2015

supply chainI just completed two Amazon reviews for two fabulous books on marketing topics: Marketing Above the Noise by Linda Popky and The Membership Economy by Robbie Baxter. I recommend both as “must reads”! Thus, I am thinking about the power of marketing. I find that my most successful clients prioritize marketing and branding. And, the most successful executives consider it a priority not just for business success but also for personal success. How about you?

I presented on the topic of personal branding at the APICS 2013 International Conference. Have you thought about your personal brand? What are you known for? Would people know what differentiates you from your competition? Would they know what you stand for? These are all elements of a powerful brand. Think about those people you know with a powerful brand – do business opportunities and personal success seem to follow them?

One tip to implement this week:

We can all do something about creating a personal brand. As a first step, think about what you are known for and what you’d like to be known for. How are you different than your colleagues? Your competition? What are your strengths? Ask your colleagues and friends for input. Sometimes we miss significant strengths our colleagues and friends see immediately! Ask – and take time to think.

Stick to your strengths to start. What do you want to emphasize? How can you build upon what is already known? Do something small to build upon your strengths, develop your brand and communicate your brand on a daily basis. You’ll be amazed at the results.

Looking for more ideas to keep your supply chain connected? Access more tips and resources on my blog. And keep connected by subscribing to my newsletter and email feed of “I’ve Been Thinking…”