“Can the Motorcycle Safety Foundation (MSF) help you become a better Sales person and a better Marketer?” – Spinach Helpful tip of the Week

“Can the Motorcycle Safety Foundation (MSF) help you become a better Sales person and a better Marketer? How can you use the Motorcycle Safety Foundation’s SEE principal in a Market-Driven Organization? – Spinach Helpful tip of the Week

The Motorcycle Safety Foundation’s SEE strategy, a 3-step process used to make appropriate judgments, and apply them correctly in different traffic situations:

Search

Evaluate

Execute

The leadership of a Market-Driven Organization who are focusing on market expansion, ongoing digital projects like SEO optimization, new and existing Brand development will follow the steps of the Market-Driven Process incorporating all phases into their strategic planning and market planning.

In today’s competitive environment and crowded market it’s critical for you to SEE and to adopt and live the Market-Driven Process within and across your organization – from the Information gathering (Visual ~ Search) and data scrubbing where you convert information and data into insights (Cognitive ~ Evaluate) through the execution phase (Motor Skill ~ Execute).

Searchsearch aggressively ahead, to the sides and behind to avoid potential hazards (and opportunities) even before they arise.   You will engage your marketing technology stack and begin to review your analytics and dashboards to monitor and enhance the outcomes of your sales and marketing teams who are implementing and living the Market-Driven Process.  Search during your initial steps where you are gathering information and data  – looking at market intelligence, sales cycles, conversion rates, cost of conversion, inputting information and filtering it from your companies CRM system, eCommerce site, Google & Bing adwords dashboard and utilizing the market intelligence that is available from other sources converting information and data into insights and actionable strategies.

  • Oncoming traffic ~ hazards, opportunities – competitive products, new entrants into the market, alternate offerings, etc.
  • Traffic coming from the left and right and approaching from behind – social media, competitive sales people, competitive marketing programs (rebates, incentives, coupons, contests, etc.), advertisement, associations, etc.
  • Hazardous road conditions – suppliers, manufacturers, regulatory agencies, environmental factors, etc.

The sales and marketing teams living the Market-Driven Process and a Market-Driven Organizations needs to leverage market intelligence including their own existing in-house and external data the traffic and hazardous of the road to better understand customer and product lifecycles and purchasing habits.

Evaluatethink about how hazards can interact to create risk for you. Anticipate potential problems to reduce risk. – pre-call planning and training for the sales team, focus groups, research and surveys for the marketing team

  • Road and surface characteristicspotholes, guardrails, bridges, telephone poles and trees – competitive environment, seasonal effect, transportation, logistics, etc.
  • Traffic control devices – look for traffic signals, including regulatory signs, warning signs, and pavement markings, to help you evaluate circumstances ahead – contracts, formulary, exclusivity agreements, State and Federal regulations, legal, financial, etc.
  • Vehicles and other traffic – may move into your path and increase the likelihood of a crash – new technology, competition, etc.

Now it is time to evaluate, check your dashboards, conversion rates, number of overall transactions, Quality scores for your keyword searches and A/B ad test statistical results – what are we seeing –  take that information and data just like the motorcycle driver scanning the traffic and hazardous road conditions evaluate how they will interact…anticipate potential problems these move customers through the customer lifecycle and adapt with them along the way, reducing attrition and driving long-term customer relationships.

Executecarry out the decision, to create more space and minimize harm from any hazard

  • Communicateyour presence with lights and/or horns – Marcom, promotional message, advertising, education
  • Adjust your speedby accelerating, stopping or slowing
  • Adjust your position – and/or direction

Apply the old adage “one step at a time” to handle two or more hazards.Remember, to understand the culture of an organization so that it can be successful implementing a Market-Driven Process and become a Market-Driven Organizations they need to leverage market intelligence including existing in-house information and external information to better understand customer and product lifecycles and purchasing habits that will then trigger promotional/marketing programs and contract initiatives that move customers and adapt with them through the customer lifecycle, reducing attrition and driving long-term customer relationships. As we go through the process please provide your insights and thoughts so we have a more robust dialogue and don’t walk around with spinach in our teeth.

What is a ‘Spinach helpful tip’? Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

For more information please feel free to review these additional Spinach Helpful Tips regarding the Market-Driven Process:

http://www.forcardrivers.com/index.html

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App, what have you done for me lately? – a question every Marketer needs to ask

When resources are being considered, every organization is wondering and every Marketer needs to be able to answer – can I and how do I manage my apps in order to improve mobile customer engagement?

Let’s apply our Socratic Questioning methodology to this process to answer –  because we need to answer ‘what type of problem will or does the App answer for our customer? ‘

 

Let’s review the project creative brief and apply one of the first methods of Socratic Questioning that  we have  begun to discuss in our Spinach helpful tips – in order to make a decision as a Leader or decision maker we need to understand how your (owner of the project) thoughts reflects an agenda or purpose. We expect and often refer to their ‘purpose’ being driven by the decision to purchase or engage as the WIIFM or What’s In It For Me for the consumer.

  • Why are you crating this app?
  • Who is your audience?
  • What do you want to persuade them of?
  • What are you trying to accomplish here?

So breakout your creative brief and let’s find out –

CREATIVE BRIEF EXAMPLE:
______________________________________________________________________________
Client / Brand:
______________________________________________________________________________
Project Name:
______________________________________________________________________________
Project Owner: Creative Lead:
______________________________________________________________________________
Due Date: Milestones:
______________________________________________________________________________
________________________________________________________________
1. BACKGROUND – Who is the client? B2B? B2C? What is the product or service? SWOT analysis?
________________________________________________________________
2. OVERVIEW – What is the project? What is the real opportunity here?
________________________________________________________________
3. DRIVERS – What is the goal of this project? What are we trying to achieve?
________________________________________________________________
4. AUDIENCE – Who are we talking to? What will make this more appealing to them?
________________________________________________________________
5. COMPETITORS – Who are they? What differentiates our client from them?
________________________________________________________________
6. TONE – How should we be communicating? What adjectives best describe the feeling we want?
________________________________________________________________
7. MESSAGE – What are we saying with this project? Can the client back that up?
________________________________________________________________
8. VISUALS – Are we using new or existing images? What kind of imagery will work best here?
________________________________________________________________
9. DETAILS – List of deliverables? Mandatory info? Limitations and restrictions? Schedule? Budget?
________________________________________________________________
10. PEOPLE – List of team members? Contact info? Who exactly will approve our work?
________________________________________________________________
Approval: Signature: Date:
___________________________________________________________
___________________________________________________________

Is it as easy as enhancing our website? Can you track user activity, make real-time updates to your apps in response to consumer behavior? can you deliver personalized apps or did you just rush out and create something so you’d have an app like everyone else?

Check out a great 2:21 minute guide on Planning your mobile app presented by Michael Becker as part of the Understanding Mobile Marketing an approved AMA marketing course available through the LinkedIn learning center:

Planning your mobile app development

Planning your app development - Golden Ratio Marketing - Demos 2 Go

Q:What has your app done for you lately?

Q: How do you use Socratic questioning to strengthen your business decisions and outcomes?

As we go through the process please provide your insights and thoughts so we have a more robust dialogue and don’t walk around with spinach in our teeth.

What is a ‘Spinach helpful tip’?                         Popeye Spinach

Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!

 

Best regards,

Chris A. Marshall

 

Online Live Interactive Classes by Edureka

Using Socratic Questioning as part of your day to day Sales & Marketing Leadership – Installment 1 – Spinach Helpful Tip of the Week

Good morning,

Socrates - Golden Ratio Marketing - Demos 2 Go - Marketing - SEO - SEM

Socratic Questioning as part of your day to day Sales & Marketing Leadership  

In this first installment we will begin to explore utilizing Socratic Questioning to better understand Goals and Purposes:

As Sales & Marketing leaders the success of your organization relies upon your ability to maintain a level of objectivity when weighing facts, making decisions, and leading your organization forward.  It doesn’t matter if you are focused on B2B or B2C the same ‘truths’ and ‘reasoning’ which Socrates lectured and taught his pupils in ancient Greece still holds value for your marketing, sales and operation decision today.

Online Live Interactive Classes by Edureka

For our discussion today we’ll look at how all thought reflects an agenda or purpose. We often refer to the decision to purchase as the WIIFM or What’s In It For Me for the consumer.  Whether your developing your creative brief, completing a one page marketing plan, performing SEO optimization or key words alignment we need to assume you do not fully understand someone’s thought (including your own) until you understand the drivers behind it.

 

 

 

I would love to hear your thoughts and questions to drill down and learn WIIFM or what thoughts reflects an agenda or purpose of the project you are working on:

Questions that focus on purpose in thinking include:

  • What is your purpose right now?
  • What was your purpose when you made that comment?
  • Why are you writing/creating this?
    • Who is your target audience?
    • What do you want to persuade them of?

Taking time to drill down and utilize Socratic questioning can always provide value, the most telling response and the scariest thing you can ever hear is, ‘ because we have always done this!’

Time to tell them about the Spinach in their teeth right now.

What is a ‘Spinach helpful tip’? Have you ever walked around with sPopeye Spinachomething in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it.  Especially if you are trying to create a positive brand image and lead your organization to success!

Best regards,

Chris A. Marshall

For more information please feel free to review these additional Spinach Helpful Tips