This is great advice. I just wish more of us paid attention to it. With the economy in such a shambles, many of my clients are looking to boost their sales, and cut costs in order to keep the doors open. Unfortunately, many of them are looking at how they can improve what they are already doing rather than looking for new things to do.

As an example, as the holidays approach, we start thinking of appropriate gifts for customers, partners, colleagues, etc. In times past these were the lovely Harry & David gift baskets, or bottle of Dom Perignon, I even once received a personalized iPOD with a whole music library on it. Today, donations to charities or non-profits may seem more fitting, maybe a personalized CD, or gee…how about an old-fashioned, hand -written card?

Look for opportunities to get back to basics, to do the right things really well, to keep focused on the customer. Ask yourself, “Why do we do it this way?” “Could we do it another way and make it simpler, better or faster?”

Tags: Marketing by Laura L.
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For those of you who aren’t blessed with daughters between the ages of 8-12, you might not have noticed the High School Music (HSM) mania that has gripped this specific demographic and their slightly-middle-aged parents. So as not to keep you in the dark, I’ll share some of the musical marketing that Disney has pulled off with this trio of teen films.

First, the tunes are catchy…fun even. All us Moms (and even most of the Dads) hum “Breaking Free” during carpool. These are the kind of songs that get stuck in a never ending playlist in your head. By the end of the first year of HSM they had worked their way into my dreams. So Disney has our kids, and us, hooked.

Second, They connected the dots like you wouldn’t believe. Co-marketing run amok, is what I say. Merchandising, TV, radio, magazines, meals, you name it and HSM stuck its brand on it. Usually this type of over exposure leads to an “I’m over it” reaction. Not this time. The collective “we” can’t get enough of Troy and Gabriella.

Third, speaking of Tory and Gabriella….they are the “Sandy and Danny” of this generation. HSM is to these kids like “Grease” was to my generation. Except that the marketing types are much more sophisticated and there are many more opportunities to expand the franchise today.

Finally, Disney went back to basics and gave people fun, enjoyable entertainment that everyone can relate to. Yes, it’s a bit “polly-anna” but with all the other !@#$% going on in the world a good old-fashioned, don’t-kiss-with-your-mouth-open movie really hits the spot.

Tags: Marketing by Laura L.
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You know the old saying “The cobblers children have no shoes”…well this adage holds true for most professionals. It definitely does for this marketing consultant, turned publisher and author. It has been busy here at 42 Rules for Marketing. In fact so busy that I’ve been neglecting some marketing basics. Don’t let this happen to you.

Here are 5 things you should do today to make sure you’re covering the marketing basics:

1. Email a past client to “check in” and see how things are going.

2. Ask a colleague for a referral.

3. Update your blog.

4. Send an email out to all your clients and prospects asking to update their contact information so you can prepare holiday cards (this is a 2-for-1…you get to touch your customers AND get a jump on the holiday thing.)

5. Update your LinkedIn profile, or answer a question, or tell you network what you’re doing right now.

As for me…#3 is done

Tags: Marketing by Laura L.
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