Marketing Ideas

Pardon me if I sound like a broken record, but I’m about to climb up on my soapbox, so don’t touch that dial! If that sentence made sense, you probably need to adjust the way you talk with colleagues and customers. If it didn’t make sense, you’re the reason why.

As with nearly every other aspect of life, language is constantly changing. English is full of colorful expressions, but when the situations that inspired those expressions go away, the phrases gradually become meaningless. And, when people are born long after the inspiration has faded away, the phrases make no sense at all.

For many years, members of the Baby Boom generation dominated popular culture. Now, as Boomers grow older, they’re finding that many of the expressions that were a part of their culture (and that of their parents) result in blank stares from younger folks in the workplace.

Take my reference to “soapbox.” Way back when products were shipped in wooden crates, people who wanted to be heard in public places would often stand atop those crates. Boxes used to ship soap were the perfect size for rising above the crowd, so “climbing up on a soapbox” became a synonym for speaking in public, particularly when advocating for a certain position and cause. Although wooden crates have gone the way of buggy whips, the expression has lived on. You’ll still hear businesspeople talk about getting up on their soapboxes or saying that they’ll make a “soapbox speech,” unaware that most of their colleagues under age 40 have no idea what they’re talking about.

My favorite example is “toll-free call.” It’s been at least 40 years since I heard anyone mention a “toll call,” which is how your grandparents referred to what your parents called long-distance calls. In the pre-wireless days, calling someone who was more than a few miles away would result in an extra charge, or “toll.” While we no longer talk about toll calls, commercials and print ads still encourage us to call “toll-free.” Other archaic phone-related terms that refer to ancient concepts are “hang up” as the way to end the call, “dial” for pressing the keypad when placing a call, and “dial tone” for the sound that let you know a landline is working correctly. (And when folks under 50 hear about a “party line,” they assume it’s a reference to a political stance.)

The “broken record” reference is another that doesn’t make much sense to non-boomers, most of whom never knew the horror of a scratch in their favorite vinyl Rolling Stones effort. The scratch caused a skip, leading Mick Jagger to sing the same phrase over and over. Those who were raised on cassette tapes, CDs, MP3s, or streamed music have no familiarity with that issue, so the phrase becomes meaningless.

Another media channel that birthed expressions that no longer make sense is television. Boomers have been admonished not to “touch that dial,” they’ve all “flipped through channels,” they’ve “taped programs,” and referred to the TV itself as “the tube.” In an age of digital remotes, DVRs and streaming, and TVs constructed without a single tube, those terms make no sense to a growing number of people.

There’s a host of similar expressions that Boomers continue to use that mean little or nothing to younger listeners or readers. Most have never “rolled down” a car window. If you’ve never seen Great-grandma’s washing machine, how could you appreciate someone being “put through the wringer?” Giving a “clean slate” to someone who attended school in an age of tablets and smart boards may not be seen as an obvious favor. And if you tell them to push the “pound sign,” they’re probably not going to know you were referring to the hashtag.

What’s my point? Most people assume that everyone else understands what they say or write. Boomers in particular have a tendency to believe that the rest of the world follows their lead. But if your audience is made of people from a different age group or cultural background, you’re probably not getting the understanding you expect.

It isn’t their responsibility to understand you, either. You have the responsibility for making sure that your audience understands. That means speaking or writing in language that’s familiar to them. Even if you choose to reject that responsibility, you’ll want to do it because it’s the only way to ensure that your communication will be effective. It’s also better than going on like a broken record.

Did you notice that online business is growing faster than we imagine? It is the best way to communicate or even selling online since we’re living in a modern world. Just one click and you’re good to go.

But did you also realize that we can use offline business that can be more profitable than online services? Here’s a best offline marketing strategies that we can use.

This works for any big ticket item you are selling one-on-one. For example, maybe you sell SEO services to brick and mortar business. Or perhaps you sell coaching over the phone to people who got a free 20 minute session with you.

This works in print as well, but it works even better when you’re actually talking to the person.

Let’s say you sell list building systems to local businesses. You’ve sat down with them, explained exactly what you can do for them and they’re excited. “How much do you charge?” they want to know.

Let’s say you charge $1,000 a month for the service. Tell them you normally charge $2,000, and explain why your service is a tremendous deal at that price. Then tell them that if they will allow you to use them as a case study, you will knock that price in half.

Here’s the beauty of this system:

First, you’ve already primed them for a higher price, so when you offer the lower price, they’re actually relieved and much more likely to say yes.

Second, in the back of their mind they’re thinking, “If s/he is using my business as a case study, that means s/he’s going to work extra hard to get good results.” Which makes perfect sense, because you wouldn’t want a case study that failed.

Third, you can use these case studies to bring in new clients. For example, let’s say you performed a service for a plumber. Now you can contact plumbers in other cities and show them the exact results you achieved in that first plumbing business. When they see these specific results, they are much more likely to sign on.

The same goes for any other service you provide to local businesses, professionals, coaching clients, etc.

Show them your ‘regular’ price, then offer the option of getting a reduced price in exchange for allowing you to use them as a case study.

One caveat: In the case of personal coaching (versus business coaching) you might want to change their name in your case study to protect your client’s privacy.

It is easy to get too focused on the benefits of your products and services. Yet consumers have heard that all before. They want something fresh, a new approach, and something that entices them to make the purchase. Keep this in mind when you discuss exhibition stand design with your provider. Let them know who your audience is.

They should be willing to conduct some research too in order to find out what that particular audience is interested in. They can address current trends, how the consumer sees the benefits, and if it is considered a want or a need. Based on such details, the exhibition stand design provider can create some ideas for you to evaluate.

Your Input

While they are the ones that will create those designs, your input is a big part of what they will come up with. Share with them the vision you have for your business. Perhaps you have some ideas you would like them to expand on. Giving them that foundation to work from can help them do exactly what you want.

You will find most exhibition stand design provides are great listeners. They are excited to help you and motivated to find a great solution. They have ideas turning in their heads and they want to make them a reality for you. Share with them all you can so they can create some concepts for you.

Final Decisions

Thanks to technology, exhibition stand design professionals are able to create variations of concepts quickly. They can do so with computer software rather than all by hand. When they talk to you about the designs, look through them and point out what you love and what you aren’t fond of. Perhaps just a few minor tweaks will have to be done.

If you don’t like any of the ideas, don’t move forward. You have the final decision and nothing should be printed without your approval. You need something unique, appealing, and relating to your business. You need to appease your target audience so they will be encouraged to take the next step in the process of buying your products or services.

Printing

Once you agree on the concept to be created, the printing can be discussed. How large would you like the exhibition stand design to be? Can it be rolled up or will it need to lay flat? What colours will be used for the printing to make it professional and appealing? Make sure you are on board with all of this including the cost before they go into production.

The time it will take to complete the work depends on the exhibition stand design you hire, their methods, and other work they have ahead of yours. Start the planning early on so you aren’t rushed to make decisions so you can get to a trade show or for a launch of a new product or service you offer.

Display

All of the effort you put into it is going to pay off when you see that display in place. You can be proud of it, and you will be excited as it starts to draw in consumers. You will see an increase in sales if it has been done well. This is a wonderful marketing opportunity that isn’t pressuring your customer base either. They will be encouraged to buy without those harsh tactics.

Finding the right provider is essential, so take your time to explore who is out there. Look at prices, their communication skills, and ask to see samples of other work they have done for businesses. You need to know they are diverse, reliable, and have great skills to create your design.

Until ten years ago, I never would have never given myself the title “marketer” in addition to being a lawyer. I always did what it took to keep those phones ringing and e-mail inquiries coming in, but I didn’t label it as marketing, and I certainly didn’t have a marketing plan.

Like my lawyer father before me, I always had natural sources of business. Dad and I sent out our annual holiday cards, met our lawyer friends for lunch and attended bar association meetings and events.

Over the past decade, I have slowly become more and more enmeshed in the world of legal marketing.

It’s a very interesting world. It’s a profession unto itself.

Most of the large law firms have marketing departments with different positions, including business development specialists, marketing directors, directors of communications and event planners.

The smaller and mid-size firms might have one or two marketers who handle all the marketing for the firm and are considered generalists. Many firms hire interns to assist with marketing tasks or marketing consultants to keep them on task.

Individual attorneys hire their own marketing coaches or even sales coaches to teach them how to turn a potential new client (PNC) into an actual client. Some lawyers I know hire coaches to teach them how to package themselves, including how to dress, how to develop “elevator speeches” and how to network.

Over the years, I’ve picked up several tips:

Stay within your comfort zone. There are many methods and opportunities to market yourself. Unless your sole job is rainmaker, there is definitely limited time for legal marketing.

Make sure to use your time wisely and pick the one or two methods that feel the most comfortable to you. For example, if you are on the quieter side and don’t do well networking in large groups, use your marketing time in other ways. Invite a potential referral source to lunch, join a committee in a volunteer organization or find a smaller networking group that feels more intimate.

Brand yourself within your firm. If you work in a firm of 40 lawyers who all do the same type of work as you do, you must find a way to differentiate yourself.

Find your passion and try to incorporate that into the work that you do.

In the divorce world, there are attorneys who concentrate on working exclusively with men, the LGBT community, athletes, etc.

Just because you have your own brand doesn’t mean you aren’t a firm team player. In fact, by representing your firm in a niche area, you are bringing extra visibility to the firm.

Get online. More than ever, the Internet is an additional marketing tool. If you or your firm doesn’t have a website, now is the time to create one.

If your firm has its own website, make sure that your credentials stand out by continually updating your bio and qualifications. Also, make sure your website or blog can be read easily on mobile devices.

Find the time to market. Like any busy service business, clients come first. I will be the first to admit that some weeks or months, my marketing takes a backseat to all the client emergencies that arise. Schedule in your marketing time as you would any other important appointment.

Especially on the Internet, you have to stay on top of everything. It takes time to move into a good position on search results and only little time to drop down.

All companies will find themselves at odds with their marketing strategy. This isn’t to say that they are not getting the results they want from the plan. It just seems as though the plan in, and of itself, grows a bit stale and worn. What’s more, all successful companies find that in order to stay on the cutting edge and attract new customers, they need to tweak their marketing approach to appeal to new audiences.

it’s a risk that has tremendous rewards, and even more key is the idea that you don’t have to go too crazy with new approaches. With these seven slight, creative tweaks, you can breathe new life into your marketing:

1. Use Social Media a Little Differently – Themes in social media are the name of the game to get likes and looks. Try using this to your advantage. Maybe a “Throwback-Thursday” hashtag on a picture can be a fun way to show your business (and your hairstyle) from ‘back in the day’ and where things are now. The strategy is not too outlandish, but it’s just cool enough.

2. Get Your Customer In On the Action – Your customers are your best business outreach. It’s through their experience with your product that others are drawn to you. Let them submit pictures of themselves with your product (ease may vary depending on your product), and depending on likes or shares, they could win a gift card. This way, you’re actively connecting with your customers, fostering relationships, and getting them to help market a company they like.

3. Infographics – Embrace visuals! Online attention spans can be short, so why not hit potential customers with interesting information in the form of an interesting graphic? This way, a lot of information gets shared in a small amount of time, and you increase your chance of having the graphic be shared.

4. Embrace ‘The List’ – Whether it’s a ‘Top 10’ or a ‘Top 5’, by creating a ranking of an item, you’ve created a place for discourse on whether others agree or not. Moreover, you’ve now created an interaction based on a passion of the prospective customer, and that can certainly create attention for your company.

5. Show Some Personality – People enjoy connecting with companies that are personable. Maybe your employees are all college football fans. Guess what? So might your customers, so let your school colors show. You could even have fun with memes!

6. “Gamification” – Everyone enjoys games, so find a way to blend your product into a game of sorts. Maybe a themed online treasure hunt based in your company’s industry may elicit new information about your product & get people to see what makes you so unique.

7. Titles Matter – When it comes to your content, your title is the major draw. You need to work on the best way to get eyes & mouse-clicks, and this means carefully crafting your titles. It’s a small thing, but you’d be surprised how much this matters.