Today is the Chinese New Year and the beginning of the Year of the Rooster - more specifically the Fire Rooster. It is also known as the Spring Festival in China. It is said that 2017 is going to bring fresh challenges requiring quick wit and practical solutions.
If you were born in 1945 or 2005, you are a Wood Rooster which means you're engergetic and tender. Fire Roosters born in 1957 and 2017 are (will be) trustworthy with a strong sense of timekeeping.
Earth Roosters born in 1909 and 1969 are generous and trustworthy. Gold Roosters who were born in 1921 and 1981 are determined and brave. And Water Roosters born in 1933 and 1993 are quick-witted and compassionate.
Roosters are resilient, brave, loyal, hard working, astute, charming, and witty. They are also complex, creative and artistic. Problem solving is their special talent. It's been suggested we make room for our Roosters as they will give us the fire we need to get through challenges and establish creative solutions.
May the coming New Year bring you joy, love and peace.
__________________________________________________________________
Showing posts with label creative. Show all posts
Showing posts with label creative. Show all posts
January 28, 2017
November 18, 2015
My Life Path
I don’t share much about me and my life here. Sure, there are stories of clients and work and situations I try and relate but still not a lot of me here.
This website was born in April 2008 and it’s one of the only things in my life I have committed to consistently since then. I have done good work, I have felt lost, I have moved twice, I got closer to my friends, I walked away from a long shitty relationship, and I have had a lot of time to think about my life.
Good for you, son!
My parents were always supportive of my creative pursuits. They didn’t always understand how their son would make a living being on the radio or creating social media workshops or speaking in front of strangers or writing a blog or coaching executives. And they certainly wouldn’t enjoy finding out that their son has been a stuck in a lot of ways for a lot of years. Keep up a good front, don’t let them see you sweat, smile and wave.
I had told myself for years I was following my passion. Then an emotional truck broadsided me and put my on me ass for years. I'm reading more now, I'm seeking knowledge and inspiration, and most importantly, I'm moving again. I read this post from my Mark Manson and he's bang on.
Sit down!
This past Sunday, I sat with a remarkable woman named Lindsay Knight. As soon as I sat down, she looked at me and said; “Wow. You have a lot going on in there.” We sat for what felt like half an hour but was almost three. She did my life path and outlined all the places where I had acquiesced to other people.
The repeated patterns in my life were so clear and obvious to her. They are clear to me now too. I had always said I was curious about others. I felt the need to help and talk about them. She said that was a defence to not allow myself to show up. I had lived a life avoiding any conversation about me for fear I’d appear egotistical. She called bullshit. I was scared. I didn’t want to make a fuss. I did everything to smooth things over. I didn’t want to offend or stand up for myself. She smacked me around and it was wonderful.
Wake up!
I’m writing a book, I’m working with clients, I’m meeting prospective clients, I’m finding my way after years of being lost, and all the while thinking I was fooling everyone around me that I had my shit together. Lindsay woke me up to see me.
I don’t know if this is for you. For me, it’s life changing. I slept through the night last night for the first time in years. I woke refreshed and ready to write. I have begun to allow myself to be creative again and do what I want in my life. It has reminded me to stand up for me and do what I want with my truth no matter what anyone else thinks.
I had forgotten that or maybe never knew it.
__________________________________________________________________
As a passionate leader, Kneale Mann has extensive experience in project management, leadership development, business, marketing, media, and talent coaching in numerous industries and organizations including; radio, digital marketing, corporate training, real estate, financial services, healthcare and more. He is always open to meeting companies and organizations who want to become even greater.
This website was born in April 2008 and it’s one of the only things in my life I have committed to consistently since then. I have done good work, I have felt lost, I have moved twice, I got closer to my friends, I walked away from a long shitty relationship, and I have had a lot of time to think about my life.
Good for you, son!
My parents were always supportive of my creative pursuits. They didn’t always understand how their son would make a living being on the radio or creating social media workshops or speaking in front of strangers or writing a blog or coaching executives. And they certainly wouldn’t enjoy finding out that their son has been a stuck in a lot of ways for a lot of years. Keep up a good front, don’t let them see you sweat, smile and wave.
I had told myself for years I was following my passion. Then an emotional truck broadsided me and put my on me ass for years. I'm reading more now, I'm seeking knowledge and inspiration, and most importantly, I'm moving again. I read this post from my Mark Manson and he's bang on.
Sit down!
This past Sunday, I sat with a remarkable woman named Lindsay Knight. As soon as I sat down, she looked at me and said; “Wow. You have a lot going on in there.” We sat for what felt like half an hour but was almost three. She did my life path and outlined all the places where I had acquiesced to other people.
The repeated patterns in my life were so clear and obvious to her. They are clear to me now too. I had always said I was curious about others. I felt the need to help and talk about them. She said that was a defence to not allow myself to show up. I had lived a life avoiding any conversation about me for fear I’d appear egotistical. She called bullshit. I was scared. I didn’t want to make a fuss. I did everything to smooth things over. I didn’t want to offend or stand up for myself. She smacked me around and it was wonderful.
Wake up!
I’m writing a book, I’m working with clients, I’m meeting prospective clients, I’m finding my way after years of being lost, and all the while thinking I was fooling everyone around me that I had my shit together. Lindsay woke me up to see me.
I don’t know if this is for you. For me, it’s life changing. I slept through the night last night for the first time in years. I woke refreshed and ready to write. I have begun to allow myself to be creative again and do what I want in my life. It has reminded me to stand up for me and do what I want with my truth no matter what anyone else thinks.
I had forgotten that or maybe never knew it.
__________________________________________________________________
As a passionate leader, Kneale Mann has extensive experience in project management, leadership development, business, marketing, media, and talent coaching in numerous industries and organizations including; radio, digital marketing, corporate training, real estate, financial services, healthcare and more. He is always open to meeting companies and organizations who want to become even greater.
March 20, 2015
Leading Innovation and Creativity
We see it everywhere. Many of us say it often. But how do we ensure innovation and creativity are given the time, space, and freedom to flourish?
Innovation is a necessary element of our existence. It’s not a new concept but we seem to be taking a closer look at it. Linda Hill from the Harvard Business School unearthed some fascinating elements of collective genius, teamwork, and the iterative nature of leadership and innovation.
__________________________________________________________________ Kneale Mann | People + Priority = Profit
Innovation is a necessary element of our existence. It’s not a new concept but we seem to be taking a closer look at it. Linda Hill from the Harvard Business School unearthed some fascinating elements of collective genius, teamwork, and the iterative nature of leadership and innovation.
__________________________________________________________________ Kneale Mann | People + Priority = Profit
June 3, 2012
Key Elements of Presenting Ideas
Much of my work and passion is helping people with their leadership, collaboration and business development. Whether it's a keynote address or a small group in the office, your ability to explain your plan or concept is critical. An idea often dies because we are unable to articulate it to our intended audience. It’s not about simply creating a slick deck of slides. We must focus on the idea and how we want it to resonate with the audience. Then we need to ensure something happens to turn it into reality.
Sebastian Wernicke has created a template for developing a successful TEDTalk which may help you to prepare for your presentations. You might find this entertaining, but there are actually some good tips in here.
Watch, enjoy, and have fun presenting your ideas!
Kneale Mann
TED | Sebastian Wernicke
Sebastian Wernicke has created a template for developing a successful TEDTalk which may help you to prepare for your presentations. You might find this entertaining, but there are actually some good tips in here.
Watch, enjoy, and have fun presenting your ideas!
Kneale Mann
TED | Sebastian Wernicke
November 16, 2011
Make People Your Priority
Is it a midlife crisis? Is it an identity crisis? Some go through it several times. This is not about getting to an age where you buy a sports car to rekindle your youth or run off to join the circus. Though it could.
This is at your core and is suddenly right beside you with a two-by-four that smacks you right in the skull. The brave face masks our fear. We may fool others but we don't fool ourselves. The uneasiness fails to subside as we plow through on all the things we should do while we ignore what we want to do.
We humans are unique to any other species because we have the ability to reason and can analyze and solve problems. But that constantly gets us into trouble. Justification for not moving forward on an idea or embracing others' input on a project can always seem to be explained in our clever minds. And this logic infiltrates our businesses, our work spaces and our team environments.
Are We Superior?
One could argue we create more than we solve. We are the only creatures that worry about what if, then and next. We are also the only beings that are concerned about having a purpose and regret.
We want a legacy, we want our lives to mean something yet we seek approval from everyone but ourselves. If we can’t see it, no amount of awards or money will be enough. Without that feeling in the gut, increasing revenue can only sustain us on its own for a short time.
What's Next?
Dogs do not concern themselves with that incident last July when they didn’t catch the ball on the first bounce. Cats waste no time worrying about your opinion of them. Birds fly void of any concern they’re doing it wrong. Yet we spend considerable amounts of our precious time worrying about what happened, what’s about to happen and what might happen. We spend far less time on what is happening right now.
We are not drones performing sufficient duties to deliver satisfactory results to the revenue line. We are people. We have hopes and fears and dreams and desires. And so do those working with us. This is not to suggest your company should be a place where everyone holds hands and talks about feelings all day. But treating your fellow stakeholders like machines will create an environment that will hurt you.
Forget being human and business will suffer
Kneale Mann
image credit: wallbest
original: Jan 2011
We humans are unique to any other species because we have the ability to reason and can analyze and solve problems. But that constantly gets us into trouble. Justification for not moving forward on an idea or embracing others' input on a project can always seem to be explained in our clever minds. And this logic infiltrates our businesses, our work spaces and our team environments.
Are We Superior?
One could argue we create more than we solve. We are the only creatures that worry about what if, then and next. We are also the only beings that are concerned about having a purpose and regret.
We want a legacy, we want our lives to mean something yet we seek approval from everyone but ourselves. If we can’t see it, no amount of awards or money will be enough. Without that feeling in the gut, increasing revenue can only sustain us on its own for a short time.
What's Next?
Dogs do not concern themselves with that incident last July when they didn’t catch the ball on the first bounce. Cats waste no time worrying about your opinion of them. Birds fly void of any concern they’re doing it wrong. Yet we spend considerable amounts of our precious time worrying about what happened, what’s about to happen and what might happen. We spend far less time on what is happening right now.
We are not drones performing sufficient duties to deliver satisfactory results to the revenue line. We are people. We have hopes and fears and dreams and desires. And so do those working with us. This is not to suggest your company should be a place where everyone holds hands and talks about feelings all day. But treating your fellow stakeholders like machines will create an environment that will hurt you.
Forget being human and business will suffer
Kneale Mann
image credit: wallbest
original: Jan 2011
August 1, 2011
Making Your Company Human
Some call it a midlife or identify crisis but eventually we all go through it. Some go through it several times. This is not about getting to an age where you buy a sports car to rekindle your youth or run off to join the circus.Your Title Does Not Define You
Humans are unique to any other species because we have the ability to reason and can analyze and solve problems. But that constantly gets us into trouble.
Justification for not moving forward on an idea or embracing others' input on a project can always seem to be explained in our clever minds. And this logic infiltrates our businesses, our work spaces and our team environments.
Pride and Measurement
We think we’re so superior because we can solve problems. But one could argue we create more than we solve. We are the only creatures who worry about what if, then and next. We are also the only beings who worry about having a purpose.
We want a legacy, we want our lives to mean something yet we seek approval from everyone but ourselves. If we can’t see it, no amount of awards or money will be enough. Without that feeling in the gut, increasing revenue can only sustain us on its own for a short time.
Think Like the Animals
Dogs do not concern themselves with that incident last July when they didn’t catch the ball on the first bounce. Cats waste no time worrying about your opinion of them. Birds fly void of any concern they’re doing it wrong.
Yet we spend considerable amounts of our precious time worrying about what happened, what’s about to happen and what might happen.
Teamwork is Not Just a Buzzword
Taking your business social absolutely nothing to do with a website This is at the core of business. We are not drones performing sufficient duties to deliver satisfactory results to the revenue line. We are people. We have hopes and fears and dreams and desires. And so do those working with us.
This is not to suggest your company should be a place where everyone holds hands and talks about feelings all day. But if we forget the human part, the business part may remain a challenge.
Making your company human may result in happier humans and a healthier revenue line. You have been warned.
Kneale Mann
image credit: flickr
original post: Jan 2011
June 7, 2011
19 Business Ideas
• Know what you know
• Don't get distracted by naysayers
• Take digital time off
• Be known for something
• Surround yourself with smart people
• Do one thing really well
• Have a flexible strategy
• Refine your offer
• Be clear on your beliefs
• Walk away at least once a day
• Commit to it
• Believe in yourself
• Read and seek daily knowledge
• Build a mastermind group
• Work smarter
• Know what you don't know
• Do great stuff
• Stop comparing yourself to others
What would you add?
Kneale Mann
image credit: lovemylife
January 9, 2011
Humanizing Your Company
What we want versus what we should.
Some call it a midlife or identify crisis but eventually we all go through it. Some go through it several times. This is not about getting to an age where you buy a sports car to rekindle your youth or run off to join the circus.
This is at your core and is suddenly right beside you with a two-by-four that smacks you right in the skull.
The brave face masks our fear. We may fool others but we don't fool ourselves. The uneasiness fails to subside as we plow through on all the things we should do while we ignore what we want to do.
Your title is not you.
Humans are unique to any other species because we have the ability to reason and can analyze and solve problems. But that constantly gets us into trouble.
Justification for not moving forward on an idea or embracing others' input on a project can always seem to be explained in our clever minds. And this logic infiltrates our businesses, our work spaces and our team environments.
Pride and measurement.
We think we’re so superior because we can solve problems. But one could argue we create more than we solve. We are the only creatures who worry about what if, then and next. We are also the only beings who worry about having a purpose.
We want a legacy, we want our lives to mean something yet we seek approval from everyone but ourselves. If we can’t see it, no amount of awards or money will be enough. Without that feeling in the gut, increasing revenue can only sustain us on its own for a short time.
Think like the animals.
Dogs do not concern themselves with that incident last July when they didn’t catch the ball on the first bounce. Cats waste no time worrying about your opinion of them. Birds fly void of any concern they’re doing it wrong.
Yet we spend considerable amounts of our precious time worrying about what happened, what’s about to happen and what might happen.
Teamwork spans much farther than the general ledger.
On Friday, we discussed taking your business social and that has absolutely nothing to do with a website. This is at the core of business. We are not drones performing sufficient duties to deliver satisfactory results to the revenue line. We are people. We have hopes and fears and dreams and desires. And so do those working with us.
This is not to suggest your company should be a place where everyone holds hands and talks about feelings all day. But if we forget the human part, the business part will continue to be a challenge.
What are your thoughts?
knealemann | email
image credit: wallpaperstock
Reposted on social media today.
This is at your core and is suddenly right beside you with a two-by-four that smacks you right in the skull.
The brave face masks our fear. We may fool others but we don't fool ourselves. The uneasiness fails to subside as we plow through on all the things we should do while we ignore what we want to do.
Your title is not you.
Humans are unique to any other species because we have the ability to reason and can analyze and solve problems. But that constantly gets us into trouble.
Justification for not moving forward on an idea or embracing others' input on a project can always seem to be explained in our clever minds. And this logic infiltrates our businesses, our work spaces and our team environments.
Pride and measurement.
We think we’re so superior because we can solve problems. But one could argue we create more than we solve. We are the only creatures who worry about what if, then and next. We are also the only beings who worry about having a purpose.
We want a legacy, we want our lives to mean something yet we seek approval from everyone but ourselves. If we can’t see it, no amount of awards or money will be enough. Without that feeling in the gut, increasing revenue can only sustain us on its own for a short time.
Think like the animals.
Dogs do not concern themselves with that incident last July when they didn’t catch the ball on the first bounce. Cats waste no time worrying about your opinion of them. Birds fly void of any concern they’re doing it wrong.
Yet we spend considerable amounts of our precious time worrying about what happened, what’s about to happen and what might happen.
Teamwork spans much farther than the general ledger.
On Friday, we discussed taking your business social and that has absolutely nothing to do with a website. This is at the core of business. We are not drones performing sufficient duties to deliver satisfactory results to the revenue line. We are people. We have hopes and fears and dreams and desires. And so do those working with us.
This is not to suggest your company should be a place where everyone holds hands and talks about feelings all day. But if we forget the human part, the business part will continue to be a challenge.
What are your thoughts?
knealemann | email
image credit: wallpaperstock
Reposted on social media today.
November 15, 2010
Return on What Investment?
Measurement is tricky business.
There seems to be more discussion about ROI in the last few years than in any time in history. Some may point to the economic reality, others may suggest it’s because social media are still as confusing as calculus.
Perhaps the issue for some business owners is that the social web requires sweat equity while the work on other media ends after the creative stage and once it's 'placed' it does the work for you.
How often do you or your manager measure the return on investment of mainstream channels? The issue is often tied to money and time.
We use the phrase “buying media” when discussing the big four traditional channels and things get pear-shaped when someone suggests that a LinkedIn group and a YouTube channel with a couple of videos do not a social media commitment make.
So you figure out your advertising budget and then go shopping.
You try and cut the best deal and cover as many bases as you can. Then you go on with running your business. Media does its job for you (or so you think). You are no longer necessary for the process to see itself through until perhaps a creative freshen or new schedule change need to be examined.
I would caution that hiring the least experienced person in the building or worst yet asking an intern to do it for free may be unwise. Ask yourself if you would trust this person with your next bank deposit before you hand over the keys of your brand to the new kid.
Anyone demanding ROI on social media requires a long honest look at what they are prepared to invest in order to get a measurable return. And we both know that investment is much more than what’s in your wallet.
What says you?
knealemann | email
Join me for Movember.
image credit: mrecafe
Perhaps the issue for some business owners is that the social web requires sweat equity while the work on other media ends after the creative stage and once it's 'placed' it does the work for you.
How often do you or your manager measure the return on investment of mainstream channels? The issue is often tied to money and time.
We use the phrase “buying media” when discussing the big four traditional channels and things get pear-shaped when someone suggests that a LinkedIn group and a YouTube channel with a couple of videos do not a social media commitment make.
So you figure out your advertising budget and then go shopping.
You try and cut the best deal and cover as many bases as you can. Then you go on with running your business. Media does its job for you (or so you think). You are no longer necessary for the process to see itself through until perhaps a creative freshen or new schedule change need to be examined.
I would caution that hiring the least experienced person in the building or worst yet asking an intern to do it for free may be unwise. Ask yourself if you would trust this person with your next bank deposit before you hand over the keys of your brand to the new kid.
Anyone demanding ROI on social media requires a long honest look at what they are prepared to invest in order to get a measurable return. And we both know that investment is much more than what’s in your wallet.
What says you?
knealemann | email
Join me for Movember.
October 19, 2010
Optics and Metrics
Will this work?
In my former life, I programmed radio stations for a living. I loved my time in radio but one of my biggest grievances remains today:
Measurement.
• To measure ratings in radio, a tiny percentage of the population is asked their opinion to speak on behalf of the masses.
• The newspaper industry claims each paper is read by several people.
• Television polls the same people and calls it consensus.
• Direct Mail response rates higher than 3% point to a resounding success.
• External advertising industries claim the billboard will be seen but you must remember the three second rule.
Yet companies remain sceptical that an online strategy can help them.
It's important to note that if you own a business and you are unsure the best solution for you - be careful of those who will drown you in metrics and doublespeak. That is especially important when delving in to the online world.
I am not bias toward particular media though I do lean to some more than others because of effectiveness. This won't be another article about relationships and two-way conversations. It must be based on strategy, not theory. All media has its place and I have clients who use them all. This is more about paying attention to what is important to you and your business. It's about managing your expectations.
You can’t ask everyone and there is no such thing as the perfect shot. Every industry has its metrics yet often business owners when introduced to digital solutions want documented results at the beginning.
It is valid to want to know the expected results of marketing dollars (after having a great offering and a well focused plan and message) but running a business like an ad campaign is dangerous sport.
Living By Numbers
I like metrics and research. I think both are important but if you want a guaranteed solution chiseled in granite every time you may be waiting a while. I don’t condone running your business with wild abandon but balance is good. Numbers can be a deterrent. Numbers can intoxicate you. Numbers can be deceiving.
If you live and die by fuzzy metrics, you may not be seeing the entire equation.
knealemann
photo credit: healnh
Measurement.
• To measure ratings in radio, a tiny percentage of the population is asked their opinion to speak on behalf of the masses.
• The newspaper industry claims each paper is read by several people.
• Television polls the same people and calls it consensus.
• Direct Mail response rates higher than 3% point to a resounding success.
• External advertising industries claim the billboard will be seen but you must remember the three second rule.
Yet companies remain sceptical that an online strategy can help them.
It's important to note that if you own a business and you are unsure the best solution for you - be careful of those who will drown you in metrics and doublespeak. That is especially important when delving in to the online world.
I am not bias toward particular media though I do lean to some more than others because of effectiveness. This won't be another article about relationships and two-way conversations. It must be based on strategy, not theory. All media has its place and I have clients who use them all. This is more about paying attention to what is important to you and your business. It's about managing your expectations.
You can’t ask everyone and there is no such thing as the perfect shot. Every industry has its metrics yet often business owners when introduced to digital solutions want documented results at the beginning.
It is valid to want to know the expected results of marketing dollars (after having a great offering and a well focused plan and message) but running a business like an ad campaign is dangerous sport.
Living By Numbers
I like metrics and research. I think both are important but if you want a guaranteed solution chiseled in granite every time you may be waiting a while. I don’t condone running your business with wild abandon but balance is good. Numbers can be a deterrent. Numbers can intoxicate you. Numbers can be deceiving.
If you live and die by fuzzy metrics, you may not be seeing the entire equation.
knealemann
photo credit: healnh
February 12, 2010
Marketing | Metrics and Minutiae
Pre-Sets and ProgrammingIn my former life, I programmed radio stations for a living. I loved my time in radio but one of my biggest grievances remains today: measurement.
Will this work?
I Want It Now!
• To measure ratings in radio, a tiny percentage of the population is asked their opinion to speak on behalf of the masses.
• The newspaper industry claims each paper (!) is read by several people.
• Television polls the same people and calls it consensus.
• Direct Mail response rates higher than 3% point to a resounding success.
• External advertising industries claim the billboard will be seen but you must remember the three second rule.
Yet companies remain sceptical that an online strategy can help them.
It's important to note that if you own a business and you are unsure the best solution for you - be careful of those who will drown you in metrics and doublespeak. That is especially important when delving in to the online world.
I am not bias toward particular media though I do lean to some more than others because of effectiveness. This won't be another article about relationships and two-way conversations. It must be based on strategy, not theory. All media has its place and I have clients who use them all. This is more about paying attention to what is important to you and your business. It's about managing your expectations.
You can’t ask everyone and there is no such thing as the perfect shot. Every industry has its metrics yet often business owners when introduced to digital solutions want documented results at the beginning.
It is valid to want to know the expected results of marketing dollars (after having a great offering and a well focused plan and message) but running a business like an ad campaign is dangerous sport.
Living By Numbers
I’m not anti-research or anti-metrics but if you want a guaranteed solution chiseled in granite every time you may be waiting a while. I don’t condone running your business with wild abandon but balance is good. Numbers can be a deterrent. Numbers can intoxicate you. Numbers can be deceiving.
In Other News...
The Vancouver Olympics start today. Years of planning, training and hoping culminate in a two week event that costs billions and is seen by billions. And the biggest story right now is whether the weather will cooperate.
Something no amount of planning could have affected. Go Canada!
Do you ever leap before you look?
@knealemann
strategy. marketing. social media.
photo credit: i.ehow
August 31, 2009
Marketing: Budget Item or Necessity?
Underspend To SuccessFew industries have been spared during the last 18 months. We’ve read about employee cuts and budget restrictions. As the cliché goes, the only way through it is through it. But how does that affect your business? If you are in a management position or you own the company you are well versed with budgets.
Budgets are delightful things that can consume you. They can reduce your hopes and dreams, your hard work and creative plans to a list of numbers and codes on a spread sheet.
Beans and Pennies
If you work for or own a large enough company, you may even have someone who sits in their office staring at said spread sheets with alarming regularity. If you or your boss is someone others call a “bottom liner” then those spread sheets can be the only focus. Lower the numbers at the bottom of the screen and everyone is happy, right?
In some companies, short-term thinking and this-quarter-only mentality is rewarded. What’s even scarier, some people are given additional financial compensation for making the line at the bottom as small as possible.
Where is Marketing on the list?
If the directive is to cut costs, which items go first? Do you cancel phone service? Do you stop paying the mortgage or rent? What about computers and utilities? It couldn’t be salaries and marketing budgets, could it?
The first stop seems to be items on the general ledger that are perceived to not be spent yet. After all, you can squeeze through a couple of quarters without letting customers and potential customers know about your offering, right?
Strategy Strategy Strategy
Think long and hard before you interpret that marketing and people are expendable because they are the only reason your company is different than others. Marketing is not advertising, it is not a campaign, it is a fully integrated part of your company.
Marketing is just as crucial as the phone system. In fact, stop your marketing efforts and you may notice the phone is ringing a lot less than usual.
Road Maps not Blindfolds
Your marketing efforts must be carefully planned. Simply carrying out activities that seem to look and smell like marketing is not enough, you must know the reason for this action.
We all must be fiscally responsible. Spending must be done wisely, but simply getting out the hatchet and calling that a "revised business plan" can be dangerous and potentially suicidal.
You must understand the potential results of each effort and manage your expectations behind them. If you have a strong strategic plan, marketing will quickly become as big a priority as keeping the lights on.
What are your thoughts?
@knealemann
Let's create experiences, not campaigns
image credit: dallasobserver.com
December 22, 2008
Marketing: Time To Change Our Ways
I’ve been chatting with some ad agency colleagues lately and it’s been an eye-opening experience. It's tough for a lot of them. But others are angry because of news reports are causing more fear. No one has their head in the sand, but the negative news certainly isn't helping.
There are plenty of clients who still want to promote and market their goods and services. Clients are more cautious but slashing marketing and promotional budgets is the wrong tact. It is tough ‘out there’ but if you focus on that, you will get what you wish.
We need to cut costs
If you replaced the word “marketing” with “coffee cups” how long would Starbucks or Tim Horton’s stay in business? If you replaced the word “promotion” with “steering wheel” how long would you be able to keep your car on the road? If you want to see your company decline, stop telling people you have a company.
Where’s the map?
Imagine you are driving in a snow storm. It’s 3am and the gas meter has been on empty for the last fifteen minutes. You are lost. All you see is the odd light on the side of the road, no signs to indicate what is there. How many gas stations could you possibly drive by without knowing it? And how long will that gas station stay in business without a sign out front?
It worked yesterday
Years ago I worked with a guy in radio who didn’t see the need for us to tell people the name of the station. I’m serious! He said: “Everyone knows who we are.” Really? He saw little need to do marketing or outside promotion because the brand was that strong. No brand, product, or service is immune to softening markets or competition. No company has survived on their past successes.
The community is much too fickle.
Spam scam and scram
It gives none of us solace to watch major household brands crack under the pressure. But the companies that will continue to thrive – yes thrive – will sharpen their proverbial pencils and find out how they will do it. Those “hows” include: more targeted marketing, paying attention to the marketplace and needs of consumers, customers, audience, community, and staying aware of all technology available to them. And most importantly – have something worthwhile that others want to buy or use!
The best marketing campaign in the world, conceived by the brightest in the field will have a very difficult time convincing people to buy-in if the product or service fails to deliver on its promise.
Now what?
One agency veep told me last week that their goal for next year is to increase their client base by 20% and billing by 30% by “offering clients a soft place to land”. His plan is to give fearful business owners realistic solutions to their marketing and promotion issues rather jamming people in to the same old tired ideas. He said: "The lemmings and laggards can stayed scared while I build my business."
The U.S. auto industry is teetering. GM, Ford and Chrysler have been doing things the same way for far too long. If you are unwilling to be nimble and change with your environment, you can expect diminishing results. No mandated production levels will increase consumer demand no matter how much you want it.
What’s in it for we?
Of course I have a vested interest in all this – I am a producer. But I am also a marketer, a writer, a creative guy and I enjoy when something well-made is well-marketed and sees a healthy profit.
What are your thoughts?
km
There are plenty of clients who still want to promote and market their goods and services. Clients are more cautious but slashing marketing and promotional budgets is the wrong tact. It is tough ‘out there’ but if you focus on that, you will get what you wish.
We need to cut costs
If you replaced the word “marketing” with “coffee cups” how long would Starbucks or Tim Horton’s stay in business? If you replaced the word “promotion” with “steering wheel” how long would you be able to keep your car on the road? If you want to see your company decline, stop telling people you have a company.
Where’s the map?
Imagine you are driving in a snow storm. It’s 3am and the gas meter has been on empty for the last fifteen minutes. You are lost. All you see is the odd light on the side of the road, no signs to indicate what is there. How many gas stations could you possibly drive by without knowing it? And how long will that gas station stay in business without a sign out front?
It worked yesterday
Years ago I worked with a guy in radio who didn’t see the need for us to tell people the name of the station. I’m serious! He said: “Everyone knows who we are.” Really? He saw little need to do marketing or outside promotion because the brand was that strong. No brand, product, or service is immune to softening markets or competition. No company has survived on their past successes.
The community is much too fickle.
Spam scam and scram
It gives none of us solace to watch major household brands crack under the pressure. But the companies that will continue to thrive – yes thrive – will sharpen their proverbial pencils and find out how they will do it. Those “hows” include: more targeted marketing, paying attention to the marketplace and needs of consumers, customers, audience, community, and staying aware of all technology available to them. And most importantly – have something worthwhile that others want to buy or use!
The best marketing campaign in the world, conceived by the brightest in the field will have a very difficult time convincing people to buy-in if the product or service fails to deliver on its promise.
Now what?
One agency veep told me last week that their goal for next year is to increase their client base by 20% and billing by 30% by “offering clients a soft place to land”. His plan is to give fearful business owners realistic solutions to their marketing and promotion issues rather jamming people in to the same old tired ideas. He said: "The lemmings and laggards can stayed scared while I build my business."
The U.S. auto industry is teetering. GM, Ford and Chrysler have been doing things the same way for far too long. If you are unwilling to be nimble and change with your environment, you can expect diminishing results. No mandated production levels will increase consumer demand no matter how much you want it.
What’s in it for we?
Of course I have a vested interest in all this – I am a producer. But I am also a marketer, a writer, a creative guy and I enjoy when something well-made is well-marketed and sees a healthy profit.
What are your thoughts?
km
