I will be on vacation starting tomorrow! That’s means no more blog entries until after Labor Day. Have a fantastic week and I’ll write to you when I get back!

Hugs, Wendy Maynard
Your friendly marketing maven

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Part of every successful business is a well-defined core marketing message. It not only helps your customers to understand what you do, but it will also help them to discuss your services/products. When people are happy with a company, they like to talk about it. However, if customers are confused about a company’s offerings, it is much more difficult for them to spread the word.

Additionally, without a core marketing message, it is much more challenging for YOU to talk about your business. You should be able to succinctly describe what makes your business unique. When someone asks you, “So, what do you do?” can you tell them in a sentence? If not, read on…

Here are five questions to help you develop your core marketing message. This will become the foundation of all your marketing efforts:

Once you have defined your core marketing message, distill it into one or two sentences. Incorporate your message into your brochure, website, advertising, and other marketing materials. Make sure your employees know it and can easily explain it. Use your core marketing services to describe your services at networking events and speaking engagements.

ACTION ITEM: Take a look at your marketing materials. Do they have a easy-to-understand, consistent core marketing message? If not, begin to work through the questions above to define your core marketing message. Work it into everything you do and you’ll begin to see the results. A message that is simple and well-defined makes it easier to help people remember your services and to tell others about your business.

Hugs, Wendy Maynard
Your friendly marketing maven

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Sometimes there are marketing campaigns that I come across that are disturbing, some are comical, and some are just downright bizarre. But this one is a combination of all three: The Philips UK Bodygrooming website features various shaving devices chasing two kiwis. Go to different pages on the website and you’ll notice the kiwis moving around at the bottom of the pages.

And, just in case you aren’t clear what the kiwis are supposed to represent, website spokesperson Lee Kynaston, Grooming Editor (Grooming Editor???) of Men’s Health magazine clears it up for the viewer. He states, “If you want a pair of super-smooth kiwis, douse them with a little cold water first…Don’t worry, Bodygroom’s safety features mean there’s no way you can damage them!”

Now, if you aren’t familiar with manscaping, it includes waxing, plucking, shaving, manicuring, and so on. According to recent studies, male grooming is a trend that’s sweeping the globe. Let me provide a few links to educate you:

Manscaping 101: A Heck’s Kitchen Interview

Men + Waxing = Manscaping

A Beauty or a Beast?

While some men have probably been grooming more than their face for a long time, the term manscaping came into more American households via Queer Eye for the Straight Guy. And…I think the idea has caught on. More cosmetic and personal care companies, as well as day spas and salons are marketing grooming regimines to men.

Looks like manscaping is big business! A recent AP story states that department store sales of men’s products jumped 13 percent last year. In both the United States and Europe, male grooming habits are big business! According to a 2004 study from ACNielson , the Razors & Blades category grew 5% in Personal Care Products.

“Women aren’t the only ones focused on personal grooming,” said Jane Perrin, ACNielsen Managing Director of Global Services and sponsor of the study. “In many of the countries we studied, the growth in Personal Care categories was impacted by the introduction of new male-oriented products. The so-called ‘metrosexual’ phenomenon is definitely having an impact.”

And so all this is to say, men: if you are having a bad hair day, never fear ’cause more companies than ever are jumping on the bandwagon! You will have ample choices of razors, grooming devices, gels, waxes, hair products, skin cream, and cologne making their way to offer you some help. (I’m still not sure about that Philips ad, though!)

Hugs, Wendy Maynard
Your friendly marketing maven

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In yesterday’s NY Times, there was an article called For Everyday Products, Ads Using the Everyday Woman. In contrast to Burger King’s Coq Roq ad, certain companies like Nike and Dove are choosing to feature “real” women instead of campaigns that are exploitative and/or feature super models.

In an effort to quell offensive ads, as part of their Love Your Body Campaign, the NOW Foundation has been compiling submitted advertisements that send “negative, dangerous messages…to women and girls.” Their goal is to send a petition to marketing directors that oppose these types of ads.

The recent Nike campaign was developed by Wieden & Kennedy. They also have a website component : What Story Does Your Body Tell? One ad begins with a woman who says, “My butt is big.” Another Nike ad features a woman rubbing her legs and declaring, “My brother used to call me Thunder-Thighs.”

Similarly, Dove has been running a campaign called Real Beauty. Last month, they began running an advertisement showing six underwear-clad women of different body types. None of these women are models. On their website, one woman laughs “I love these big ‘ol hips!” Another says, “I have curves. It’s okay!”

One consultant quoted in the NY Times article said the reason for these types of ads are due to reality television. Another consultant stated it was due to the aging baby boomers who are determined to age beautifully.

I find it interesting that some marketing agencies and companies are choosing to shift their focus in this direction. The women in these ads don’t exactly have what I would consider a “big butt” or “thunder thighs.” However, I am happy to see women featured in ads who have muscles and curves instead of stick-like waif women. I believe that these campaigns will be effective over time to help companies build relationships with their target audiences.

In large part, I think women will be able to identify with these ad images. People want to believe a company understands their specific needs. A campaign emphasizing an “everyday” woman pulls this off better than one using a super model. Other successful marketing efforts have used an “everyday” man. For instance, look at Subway’s Jared ads and Verizon’s Can Your Hear Me Now? guy.

A couple of fellow bloggers have written great entries on this same subject. Please visit Marketing to Women Online, WonderBranding, and Ageless Marketing to read their thoughts on Nike’s campaign.

What do you think? Is this effective marketing? Is it just the latest trend that will soon fade into oblivion, or is it a new direction that we will see more companies trying on?

Hugs, Wendy Maynard
Your friendly marketing maven

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I work with some of my clients as a marketing coach. Today with one of these clients - a realtor- we discussed Guerilla Marketing by Jay Conrad Levinson. I had given him the book to review because it has some fantastic tips and strategies.

When I asked him what had inspired him from reading the book, he brought up The Thirteen Most Important Marketing Secrets. As Levinson says, “…merely by learning these secrets, then by living them, you’re 80 percent of the way toward success with your marketing.” I post them here for your review (shhh…remember, don’t tell anyone ’cause they’re a secret):

So there they are. Do these work for you? Not work? Let me know your thoughts.

Hugs, Wendy Maynard,
Your friendly marketing maven

Twitter Love Me! 

I came across an article that I found amusing. It’s by Richard Grady and it’s about five online visitors you DON’T want going to your site. I’ve pulled an excerpt from his article. You can read it in entirety on his website. He calls it: Selling online? Get ready to meet these guys (and girls!)

He describes five types of people that will seek you out once you have any type of online presence:

1. THE ADVISOR: He or she will choose your website at random and then email you to explain exactly what is wrong with your site. The Advisor will often not have a website of their own but will be a self-appointed expert in website design and online marketing. The Advisor is ALWAYS right. Regardless of how successful your site may be, The Advisor will always find something wrong with it and kindly inform you so that you can correct it.

Irritability Factor: 7 - fairly irritating but easily ignored.

2. THE WHINGER (also known as The Whiner): Whingers/Whiners are a breed unto themselves. As the name suggests, they will whinge and moan about ANYTHING! You can spend hours helping these folk (free of charge) yet they will still find something to gripe about. It is impossible to please a Whinger. The best thing to do is to avoid getting involved in the first place.

Irritability Factor: 5 - best to ditch the Whinger ASAP or they will become highly irritating.

3. THE MAGICAL CRITIQUE: They are able to review your products without ever having seen them! The review will almost always consist of just a single sentence. An example review could be: ‘Your eBooks is complet and utter trash and anyone that byes it is an idiot!’ Please note the spelling mistakes - The Magical Critique will invariably have a poor grasp of the English language but as I have said, this is magic so don’t knock it.

Irritability Factor: 4 - more amusing than irritating.

4. THE FURIOUS EMAILER: You will recognize the Furious Emailer immediately as the first email you receive from them will be full of CAPITAL LETTERS and obscene language. It is likely that the reason for the initial contact will be that the Furious Emailer has made a purchase from you and something minor will have gone wrong.

Strangely enough, when you reply to the Furious Emailer and resolve the problem, they will usually roll over and become one of the nicest people you have ever corresponded with. Apologies will flow and everything will be happy and calm once again.

Irritability Factor: 8 - can be very irritating simply because of their lack of manners. Easily dealt with though (especially if they are asking for a refund).

5. THE COMPLETE FRUITCAKE: It will usually be possible to spot a Complete Fruitcake due to the fact that their emails won’t make any sense or will not even relate to your website or products. If you reply asking the Fruitcake for more information or details about their purchase etc, you will simply receive further emails that make even less sense than the first.

Irritability Factor: 9 - The only way to deal with a Complete Fruitcake is to reply with a similar nonsensical email to that which you have received. Be warned, this can result in you going round in circles having a meaningless conversation with someone that really needs medical attention.
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Let me know your thoughts. In marketing your online business, have you ever run into these types? How have you dealt with them?

Hugs, Wendy Maynard
Your friendly marketing maven

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To get more new clients, master the art of a quality presentation. For many professionals (consultants, designers, architects, etc.) this is a key aspect of the sales cycle that can’t be ignored. A successful presenter is one who comes across as confident, creative, and convincing. Here are some key features of a winning presentation:

Remember, practice makes perfect. If you aren’t comfortable with making presentations, role-play with your associates. You can also perform in front of a mirror. Observe your posture and mannerisms. Are you fidgeting? Do you maintain eye contact? Are you ready to persuade and make a call to action?

ACTION ITEM: Examine your presentation style by asking for a team member’s opinion. This isn’t easy to do, but if you use this feedback to improve your skills, you and your company will reap the rewards.

Any other tips? Add your own presentation advice in the comments section!

Hugs, Wendy Maynard
Your friendly marketing maven

Twitter Love Me! 

I hesitated on writing this post because I am helping to fuel the buzz. And yet I can’t resist, because this is such a “perfect” example of slimy marketing. Good marketing is about facilitating and building relationships between a company and its customers. Questionable marketing exploits people. The Chicken Fries marketing campaign by Burger King makes my skin crawl.

CEO Greg Brenneman is trying to recover from BK’s downward sales spiral by appealing to the ”Super Fan,” a young male consumer who dines frequently on fast food. To reach this audience, they have decided to be controversial. And yes, people ARE talking about it. It probably has even helped the company sell more of their Chicken Fries. But, do we have to rely on marketing like this to sell products?

Developed by Crispin Porter + Bogusky, the advertising firm comments on their website:

Right now every smart brand is trying to find ways to make it easy for the customer to personalize their products. Why? Because it empowers the consumer by putting them in control. And they love you for it. We believe Burger King was the originator of this mass customization and we believe it’s time we helped them take back their throne.

How do they help BK take back their throne? Well, through the use of the paid-for, teen-targeted rock band, Coq Roq. This band exists solely to promote a fast food. Coq Roq features scantily-clad groupies, band members wearing chicken masks have names like Fowl Mouth and Free Range, and songs like Bob Your Head and Nice Box.

From the Burger King press release, “Tucked into a highly portable container that fits into a car’s cup-holder, CHICKEN FRIES aren’t your mother’s strips or your baby sister’s nuggets, this is a “box that rocks” and it has VIP seats at every COQ ROQ show.”

Check out a portion of the lyrics from Bang Your Head:

Bob your head
Push out your beak
Bob your head
Shake your lean white meat

Lift your noble stick
Raise it to the skies
Wave the golden prize
And bob your head
Bob your head

Nuggets make us sick
We are the turning tide
Get on board and ride
Bob your head, bob your head

Bob your head
Let the people rise
Bob your head
One kingdom under chicken fries

Bob your head
Head back and sing
Bob your head
Hail to the King

And from their Coq Roq picture gallery (note: this picture caption received so many complaints, the company has since changed it. The company denies it made the changes because of outside complaints. See Jeff Lipson’s blog for more details. ):

On that note, I’ll let you draw your own conclusions. Is this clever marketing? Experimental advertising? Sales techniques that are pushing the cutting edge? Or, is it something we could all do without? Let me know what you think.

Hugs, Wendy Maynard,
your friendly marketing maven

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