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Hub You - Stop Pouring Money Down the Power Point Drain
You're sitting at your desk, and suddenly it hits you; a breathtakingly beautiful idea for a new product, that "one and only" offering to catapult your company into instant success. You know it will work. You know everyone will want to buy it. Even your family loves the idea. You invest a good deal of time and a substantial amount of money developing and introducing this product you love, but a year passes and not one unit sells.What at first seemed like an exciting, profitable new concept has become an extremely expensive, disappointing undertaking for your company. How could this have happened?Quite simply, you were blinded by love and you fell for the wrong product. More than a mere
The DM is an experienced marketing professional, she has many creative ideas, and a deep understanding of the decision-making process that goes through prospects’ minds as they decide to act or not. She is passionate about the service that her company is offering to its target audience. Yet as she rewrites and revises the list of bullets for each topic using the exact words her superiors
I'll be honest with you, I absolutely love the work of Brian Tracy. In my opinion he's one of the finer authors on the subject of peak performance and personal development. At the point of writing this, I own seven of his books and countless audio programs. It wasn't too long ago that I was indulging in my nightly personal development reading when an excerpt from one of his books provided me with a vivid epiphany. This defining moment was stimulated by his best-selling book "Create Your Own Future", page 2:"If you do what other successful people do, nothing can stop you from eventually getting the same results they do."I glanced up from the book. An alarm went off in my head. Something
To CFOs and other line managers who are counting the beans and looking for more productivity, I suggest imposing a moratorium on slide generation unless there will be an audience of 10 or more, and the slides will actually be projected. Otherwise, those offering their knowledge and suggestions should use some long standing tools such as agendas, reports, white papers or memos to communicate the order of topics, the key points for each topic and the call-to-action or follow up items.
A director of marketing (DM) for a growing firm is tasked with telling the director of sales (DS) how the marketing department is going to generate leads. This is a straightforward topic for discussion. I see three key points: 1) how many leads will be provided to the sales department in a given period of time; 2) how will marketing advise sales on the quality of the leads; and 3) how will marketing know that what they’re doing is working?
The DM has two superiors, each of whom is telling her what bullets must be included in the slides she is preparing. They have told her that the DS “must understand” their thinking. So far the slides have expanded to include lists of bullets on the marketing objectives; the marketing strategies; the marketing tactics; the marketing creative direction; the marketing spending plan.
How big is the audience for this presentation? Only one person—the DS. The manager of the DM will be listening. And the “presentation” is going to take place over the phone!
The DM is an experienced marketing professional, she has many creative ideas, and a deep understanding of the decision-making process that goes through prospects’ minds as they decide to act or not. She is passionate about the service that her company is offering to its target audience. Yet as she rewrites and revises the list of bullets for each topic using the exact words her superiors
Forget what you know about your business Your goal is to see your Yellow Page display advertisement the way a directory user sees it. You can’t act like you know anything about your enterprise that isn’t there, on the page. Look at your ad without pride or being identified with your operation. If you pretend it’s someone else’s, you can spot the flaws you’d otherwise overlook. Mentally put the competition’s name on your ad. Does what you say apply equally well to them? If it does, you haven’t effectively set yourself apart.When all the ads seem alike buyers think they can get the same thing from any of them (and are more likely to select by price). The goal isn’t just to look different, but to
A director of marketing (DM) for a growing firm is tasked with telling the director of sales (DS) how the marketing department is going to generate leads. This is a straightforward topic for discussion. I see three key points: 1) how many leads will be provided to the sales department in a given period of time; 2) how will marketing advise sales on the quality of the leads; and 3) how will marketing know that what they’re doing is working?
The DM has two superiors, each of whom is telling her what bullets must be included in the slides she is preparing. They have told her that the DS “must understand” their thinking. So far the slides have expanded to include lists of bullets on the marketing objectives; the marketing strategies; the marketing tactics; the marketing creative direction; the marketing spending plan.
How big is the audience for this presentation? Only one person—the DS. The manager of the DM will be listening. And the “presentation” is going to take place over the phone!
The DM is an experienced marketing professional, she has many creative ideas, and a deep understanding of the decision-making process that goes through prospects’ minds as they decide to act or not. She is passionate about the service that her company is offering to its target audience. Yet as she rewrites and revises the list of bullets for each topic using the exact words her superiors
The message to market to medium match is the most important principle of marketing. If you understand how these three factors interact you will get a much better response from your advertising and marketing. However, if you ignore or de-value the importance of these three factors you will be settling for less money and lower responses. Before I get into how these factors work together I want to take a brief moment to explain what these terms mean.Message. This one is the straightest forward of the three, and it generally refers to your sales message. These are the words you communicate to your prospect that are used to convince him / her to take action and buy your product or services. T
The DM has two superiors, each of whom is telling her what bullets must be included in the slides she is preparing. They have told her that the DS “must understand” their thinking. So far the slides have expanded to include lists of bullets on the marketing objectives; the marketing strategies; the marketing tactics; the marketing creative direction; the marketing spending plan.
How big is the audience for this presentation? Only one person—the DS. The manager of the DM will be listening. And the “presentation” is going to take place over the phone!
The DM is an experienced marketing professional, she has many creative ideas, and a deep understanding of the decision-making process that goes through prospects’ minds as they decide to act or not. She is passionate about the service that her company is offering to its target audience. Yet as she rewrites and revises the list of bullets for each topic using the exact words her superiors
The litany of headaches related to the implementation and on-going care-and-feeding of enterprise-based inventory management applications (upgrading, downtime, maintenance, hardware obsolescence, and so on) is long. These implementation issues are enough make the savviest of companies want to engage in anything but another supply chain or inventory management software implementation.For this reason, your organization should consider adopting a hosted inventory management solution.Because such solutions are web-based, adopting them is as easy as selecting the processes you want to use or share, determining the roles of your users, and, using templates, loading the data. The biggest hurdl
How big is the audience for this presentation? Only one person—the DS. The manager of the DM will be listening. And the “presentation” is going to take place over the phone!
The DM is an experienced marketing professional, she has many creative ideas, and a deep understanding of the decision-making process that goes through prospects’ minds as they decide to act or not. She is passionate about the service that her company is offering to its target audience. Yet as she rewrites and revises the list of bullets for each topic using the exact words her superiors
Work life balance means different things to different people. As a life coach, I provide support and motivation to help my clients to achieve a better work life balance. But they all have different needs – for some it is around better management of their day and for others it is having time for their family. For many it is taking the leap from paid employment to self employment, which is more consistent with their values, and enables them to create a better lifestyle.The meaning of work life balance is hard to define. It is the idea that people should have enough time to be able to work and have outside interests and responsibilities. But also, it may be about having the control over when
The DM is an experienced marketing professional, she has many creative ideas, and a deep understanding of the decision-making process that goes through prospects’ minds as they decide to act or not. She is passionate about the service that her company is offering to its target audience. Yet as she rewrites and revises the list of bullets for each topic using the exact words her superiors dictate, all of her passion and commitment is being drained away. This is becoming just another series of bullets, going on page after page, which she is then supposed to communicate to the DS, who will have the pages in front of him, and who could probably read them faster than she can speak about them.
Wouldn’t a written document make more sense? The DM could pour her passion and knowledge into prose that communicates her commitment to the ultimate sales goal. Her writing would model the creativity she is bringing to the marketing work. She could spend her time developing a quantitative marketing plan that demonstrates the strategies and tactics more effectively than any list of bullets could do. There, in black and white, would be the results, rather than the static thinking that goes into getting the results.
Let’s assume that the Director of Marketing earns $80,000 per year. That roughly translates into $40.00 per hour. By my calculations she has already spent 100 hours writing, revising, practicing, revising, and practicing some more. That’s $4000.00 for a presentation to one person who will have the slides in front of him. Take into consideration the time the DS will spend listening to the DM speak about the bullets, and the time the DM’s superiors have spent telling her what to write in the slides, and the total could easily be $8000-$10,000 just to communicate that the marketing department knows how to go about doing it’s work. (Remember, objectives, strategies, tactics, and creative direction.)
For that amount of money the company should get real work.
• A list of media channels that reflects the strategies and tactics.
• The dates of publication or dissemination
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