Are You A Bumper Sticker Marketer?

Bumper Sticker Marketing

I was speaking with a CFO this week about his organization’s content marketing strategies and the role of social media, as his impressions of Social Media in marketing was that it has little to no business impact.

He cited some Gallup statistics from a recent Wall Street Journal article as proof points for his belief that it’s not all that it is cracked up to be:

    • 94% use Social Media to connect with friends and family Tweet: 94% of people use Social Media to connect with friends and family | http://ctt.ec/3t0F5+ | #marketing #socialmedia #content
    • 62% say Social Media had no influence on their buying decisions Tweet: 62% say Social Media had no influence on their buying decisions | http://ctt.ec/Vu4ca+ | #marketing #socialmedia #content
    • 30% say Social Media had some influence on their buying decisions Tweet: 30% say Social Media had some influence on their buying decisions | http://ctt.ec/ai4oc+ | #marketing #socialmedia #content
    • Brands reached only 6.5% of their fans with Facebook posts in March Tweet: Brands reach only 6.5% of their fans with Facebook posts | http://ctt.ec/3BUYt+ | #marketing #socialmedia #content

Are the numbers wrong? I don’t think so. At a glance, many might be quick to agree with this CFO, that Social Media is ineffective with regard to having direct business impact. Perhaps there is a different explanation for the numbers.

The Problem isn’t Social Media…

Simply looking at the first statistic cited above starts to hint at the problem when we consider why 94% of people [not consumers], use social media.

If 94% of people use Social Media to connect with family and friends, are marketers using Social consistent with people’s usage?

Both, Marketing and Sales have been guilty of looking at these huge pools of people in social arenas as prospects, and leading with their products and/or solutions in highly intrusive and interruptive ways. This problem isn’t limited just to Social Media.

Bumper Sticker Marketing

When we look at our content marketing strategy as a whole (inclusive of print, online, mobile, social, etc.), we have a specific ‘end’ in mind – drive a profitable customer action. But too often, we start with our own end in mind…“drive a profitable customer action”…rather than starting with your target audience’s end in mind.

I call this bumper sticker marketing. Similar to the picture above, we shout our own point of view, trying to call attention to ourselves, our products, solutions, etc., irrespective of what the end-user really wants or needs.

Furthermore, similar to bumper stickers, our marketing too often is a one way “push” message, that fails to truly engage with others. As a result, Marketers fall into the trap of heeding partial advice from content strategists, by delivering content more frequently and consistently. Frequency and consistency is the easy part.

The more difficult [but responsible] purpose of content marketing, according to Joe Pulizzi, is described as follows:

Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.

A few key words to pay attention to in his description are, relevant, valuable,  and changing or enhancing…behavior.

Food for Thought…

When was the last time you read a bumper sticker and subsequently changed your behaviors or beliefs as a result of reading the sticker? For example, when you see the mini-van proclaiming, “My child is an Honor Student,” do you believe your child is inferior? Of course not. Similarly, do bumper-stickers change your:

      • Political affiliations or votes?
      • Religious beliefs?
      • Moral convictions?

Probably not. That said, how might this apply to your own marketing approach? Are you trying to change someone’s beliefs or behaviors through one-way marketing?

We ALL are susceptible to being a bumper sticker marketer, unless we are intentional in determining who we are bringing value to in our marketing. Change your aim to change your results.

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Jeff Michaels | Repeatable SuccessJeff Michaels is a Sales & Marketing Executive that has worked with executives, leaders, & teams for 25 years to create repeatable success regardless of industry, economy or circumstance.

6 Causes for Marketing Misses

Marketing missed target marketing

Are you finding that hitting your target market is increasingly more difficult? Especially in the age where so many aspects of marketing are changing and evolving such as content management strategies, SEO and social media.

Marketing is playing an increasingly critical role in organizations these days for a variety of reasons, one of which, as Sirius Decisions describes is that “67% of the buyer’s journey is now done digitally.”

This puts even more pressure for marketers to be well-branded and ever-present in the places where prospects are looking, then the top choice when they click thru.

Now sales is even being encouraged, appropriately so, to engage in more top of funnel (ToFu) activities in the form of micro-marketing due to this very same phenomena with the buyer’s digital journey.

As if navigating these new times wasn’t difficult enough, CMOs must be also able to demonstrate tangible, positive returns on their marketing efforts. That alone is enough to send some CMOs over the edge.

While these challenges are certainly real and legitimate, there are some more basic areas of marketing that are falling short, perhaps due to the reasons aforementioned. It’s understandable for marketers with tight budgets to cut some corners while navigating new areas like Social Media…but it is certainly not acceptable. The consequences can be quite substantial.

Therefore, let’s look at six filters that marketing tends to overlook or ignore in its marketing efforts when pressures on their time and budget mount:

6 Overlooked Causes of Marketing Misses

Regardless of your marketing vehicle, whether direct mail, email, web or other, grab a recent campaign piece and evaluate according to the following six filters or litmus tests:

  1. Clarity Test. Your marketing piece should be clearly targeted at a specific segment or customer as time pressed marketers can fall into the trap of generalizing who the marketing is aimed at versus narrowing the focus (e.g., IT versus System Administrators). Test: Can any person readily identify the intended audience of your marketing?
  2. Resonance Test. Your marketing piece will resonate more with customers when it identifies their pain points and quantifies the risk of not solving the problem or pain points. Test: Will the customer know after reading your marketing piece, the risk or cost of their inaction?
  3. Differentiation Test. The marketing piece should tap into the customer’s felt pain points by focusing on benefits or outcomes, not product features, and lead uniquely to your own solution. Test: If your logo were removed from the marketing, would the solution still point distinctly to your organization?
  4. Insight Test. Engaging marketing should grab the reader’s attention with an insight about their industry, category or business. Test: Does the marketing piece provide an insight and if so, is the insight one which could only be obtained by your experience working with many other customers like the target of your marketing?
  5. Teaching Test. Whether email, direct mail or other, the best marketing exposes or teaches the customer something about their business that they didn’t understand or had underestimated before, thus leading them to your solution. Test: Can you clearly identify the teaching point in your marketing piece? More importantly, can your customer?
  6. Advocate Test. Finally, one overlooked area of marketing is that in an era where more buying is done by committee or consensus, the marketing piece should easily enable the advocate to share internally. Test: Does your marketing evoke a desire to share with internal influencers and decision makers without explanation?

Failing in any one of these areas will have some level of impact to your marketing effectiveness. Failing across two or more of these areas will guarantee suboptimal returns.

Time and budget constraints are real for most marketers. What many fail to realize is that the shortcuts taken to get marketing out more quickly without applying these filters and tests to the piece first, has a compounding effect on marketer’s time and budgets. The ineffectiveness of any campaign requires more to be done to make up for what the last campaign failed to produce.

Conversely, putting these six filters to every one of your marketing campaigns will take major steps towards your marketing effectiveness. Greater effectiveness leads to less pressure on time and marketing spend.

Jeff Michaels | Repeatable SuccessJeff Michaels is a Sales & Marketing Executive that has worked with executives, leaders, & teams for 25 years to create repeatable success regardless of industry, economy or circumstance.

Marketing Benchmarks: Has marketing missed the mark?

What makes a great Marketer?

The best marketers are thought-leaders. Not only are they acutely aware of the drivers of their results, but they have a deep understanding of consumer behaviors and point the organization forward to be prepared for trends and shifts in their behavior.

Hubspot Marketing BenchmarksThey love [useful] metrics, as this guides their efforts to show better returns over time, not the same or worse.

Great marketers are aware of these consumer behavior shifts before they are even perceptible to most in the organization.

As a result, you see this most quickly reflected in the marketing in ways that connects deeply with consumers and resonates more so than the common marketing in the marketplace.

Good marketing takes work, but what does it take to be best-in-class? Furthermore, how do you compare against your industry?

Find out with HubSpot’s latest study, Marketing Benchmarks from 7,000 Businesses.

Download the Marketing Benchmarks Report

This brand new report dives into how you can increase your traffic and leads by improving a variety of marketing assets, including:

- Web Pages
- Blogging
- Landing Pages
- Twitter
- and more!

Get a clear idea of how much more you need to do to see the results your organization needs. Download the report to see if your marketing is hitting the mark.

Jeff Michaels | Repeatable SuccessJeff Michaels is a Sales & Marketing Executive that has worked with executives, leaders, & teams for 25 years to create repeatable success regardless of industry, economy or circumstance.

Challenger Marketing Increases Sales 91%

Challenger Marketing Success StoryThere has been a lot of talk about Challenger selling, with repeated points made that The Challenger Sale has equally as much to do with Marketing as it does with Sales.

Following is an example from Group after trying the Challenger approach in its marketing messaging on a direct mail piece.

Challenging the Status Quo

In interviewing the marketing team, they shared that the aim was to disrupt the status quo for women’s ministry directors doing retreats the same old way that they have done for years. To be more specific the status quo for directors was to hire an inspirational keynote speaker for the weekend in order to help enable more women to connect with one another and carry on in weekly women’s bible studies and groups. The problem was that women would come away from the retreats inspired, but still not connected to a larger body of women in their church.

Group Publishing recognized that while their customer’s (Women’s Ministry Directors) chief aim was to create connections between multi-generational women, the churches current method of doing a ‘speaker-based’ retreat actually created the problem, instead of solving the problem of women connecting.

Why? Consider the room setup when you go to hear a keynote speaker. Which way are the chairs facing? They are all facing forward, of course…towards the speaker, not towards each other. Therefore, at best, one could hope to relate to what the speaker was talking about, but no real connections were formed with one another.

Women’s Ministry Directors continued to see lack of connections between the attendees and subsequently felt that they needed to hire a more expensive, ‘inspirational speaker’ next year in order to get women to connect with one another. But that wasn’t their problem. The true problem is they are using the wrong format to make that happen.

Group’s solution was to provide a retreat kit that not only saved the expense of a costly speaker, but more importantly was designed to create intentional interactions between women by focusing on the dialogue between women, not on the speaker. Group understood that even a perfect product would not do anything unless they started ‘unteaching’ what women had learned and thought for years about how retreats should be done.

Group Reframes the Problem

Following is one of the initial marketing pieces designed to get women thinking differently about the retreats they have been doing for years.

Challenger Marketing Example

Challenger Marketing Example

The Results

Not only did the marketing team see a 94% improvement in response rates, but the Group Sales Consultants were inundated with immediate responses and repeated references to the marketing pieces themselves. This led to a 91% sales increase over prior year.

One of the sales consultants commented…

“Thanks to the marketing team, they have provoked customer’s thinking about what is wrong with the way women have been doing retreats. This allows sales to get deeper in conversations with customers more quickly to teach them a different way of thinking about the problem they are trying to solve.”

In fact, Women’s Ministry Directors were even calling Group to get more copies of the direct mail piece to use as invitations after they purchased the Group Retreat Kit.

The campaign was followed up by matching the website to the style and messaging of the direct mail piece. Is it a perfect Challenger marketing piece? Probably not, but it challenged the status quo in a way that women in ministry could relate to, so I would call that a success.

Jeff Michaels | Repeatable SuccessJeff Michaels is a Sales & Marketing Executive that has worked with executives, leaders, & teams for 25 years to create repeatable success regardless of industry, economy or circumstance.

Sales Questions: Stop Asking Prospects Why!

Why QuestionsGetting deeper in conversations is a problem many people deal with. If you are struggling with this in your conversations, then perhaps you need to consider HOW you are asking your questions, not WHY. Huh?

It is very natural for us to ask a person a ‘Why’ question when asking about something that isn’t working or is broken. That said, I would encourage you to think back to your childhood when you were asked a ‘Why’ question by a parent (e.g., Why did you do that?). I don’t know about you, but for me, I immediately mounted a defense every time that kind of question was asked. After all, who wants to be treated as if you did something wrong?

When you ask questions that begin with ‘Why,’ you almost guarantee the first word of their response will start with ‘Because.’ How often have responses starting with ‘Because’ won the deal? You see, ‘Why’ often times puts a customer in a position to defend or justify ‘why’ they made a decision, a change, etc. Consider the difference a question beginning with ‘How’ can make when asking about a decision or a choice made versus ‘Why.’

  • Why did you choose that particular solution? Asking why they did this can imply that you think they have made a bad decision and often leads to the prospect spending the rest of the conversation on making sure you know they had good reasons to change to whatever they are using now. In fact, your intended proposal would require them to make another change to your product. If they did feel like you were questioning their reasoning, how might that predispose them to respond to your proposal?
  • How did you decide on this solution? Asking how lends itself to more of an explanation of the process they used, which can surface very useful information.

For clarity, I am not at all advocating the banishment of asking ‘Why.’ It can, in fact, be very effective when used in the right context and circumstances. As with all things’ use your judgment. Then next time you get a defensive response from a customer, perhaps consider ‘why’ that happened.

Jeff Michaels | Repeatable SuccessJeff Michaels is a Sales & Marketing Executive that has worked with executives, leaders, & teams for 25 years to create repeatable success regardless of industry, economy or circumstance.