The Competitive Advantage

September 27, 2016

Innovation for Innovation’s Sake?

Early last year, I wrote a post about a blue-tooth frying pan that notifies you when it’s time to flip your pancakes. Silly!

Well… the “innovators” are at it again! In the October 2016 issue of Fast Company, there’s a small article on Nike’s new self-tying shoes! Whuut?!

Now, if these were being developed to help frail seniors or those with physical disabilities… I kind of get it. But they weren’t. They seem to have a somewhat less noble purpose, according to a Nike engineer, “You can feel it tighten, hear the motor run, and see the laces [move]. It’s a shoe that ignites the senses.” Seriously?!

September 21, 2016

Don’t ignore your ex-clients!

This week, I’m heading to Cincinnati to work with a new client for a couple of days. It’s a really nice shop and I’m excited by the opportunity. But they are not the only firm I’m visiting there. I’m making a sales call on a new prospect and reconnecting with an ex-client.

The good news about ex-clients is that they know you (and you know them) and there is an existing level of trust and credibility… something you don’t have with new sales prospects and an awfully good starting point for re-connecting (assuming the relationship didn’t end badly).

August 9, 2016

Lost a client? Don’t give up on them.

Recently, one of our consulting engagements – with a large research firm – came to an end… they did not renew with us and continue on as I had expected. It happens… not all client relationships evolve as planned.

The question is… what do you do when that happens? Let me suggest the following…

May 24, 2016

Don’t like social media? Too bad… get over it!

I was meeting with a group of senior leaders at one of my clients last month, talking about various marketing strategies and tactics. One of the items we discussed was the use of social media marketing… specifically that these key leaders be active on LinkedIn and Twitter.

One of my contacts (by the way, not a technology luddite) literally rolled his eyes at the prospect of actively using social media.

My response to him… “I understand your hesitation… but GET OVER IT! It doesn’t really matter want you want… it only matters what your clients and prospects want.”

March 15, 2016

How to Be Remarkable

In Seth Godin’s ground-breaking marketing book, Purple Cow, he espouses that all businesses should aspire to be ‘remarkable’… as a way to stand out from the crowd and build their brand.

On a recent trip to Dallas to visit my son, Alex, I got to experience something truly remarkable – something Godin, himself, would be proud of! My son took me to a place called Top Golf… ostensibly a driving range – but it was s-o-o-o-o much more! Top Golf combines the skill and sport of golf (they even provide the clubs) with the food and beverages of a fun sports bar (delivered to your ‘driving bay’) with the scorekeeping and competition of bowling (yup – it’s on the overhead screens here, too). It’s all very hi-tech/hi-touch… and it’s only $20/hour for all the balls you can hit, regardless of the number of people you’re with!

It not only redefines what a driving range is… it has created an entirely new category and made it a new kind of destination… ideal for fathers & sons, small groups, corporate outings and dates. A wait of more than 2 hours is not uncommon.

Top Golf is a great reminder that ‘remarkable’ is achievable…. that something truly different will capture people’s attention… and that a unique customer experience will create loyalists who come back again and again.

February 25, 2016

The Mobilization of Marketing… what’s the rush?

Along with topics like ‘inbound marketing,’ ‘growth hacking’ and ‘social media,’ the ‘mobilization of marketing’ has been one of the most written-about topics on most of the marketing blog sites and portals for some time.

So, with “everyone” accessing the internet for from their mobile devices, shouldn’t we be doing everything we can to move our marketing initiatives to align with that? Not so fast, my friend! (with props to Lee Corso of ESPN).

February 16, 2016

Your Clients Don’t Have Research Problems

I know, for most firms in the research industry, that statement seems a little counter-intuitive… but it’s true. That CPG firm you work with doesn’t really care about focus groups. The automotive company doesn’t get all that excited about conjoint analysis. And that healthcare firm… let’s just say that max-diff doesn’t keep them up at night.

The fact is, your clients don’t have research problems… they have business problems – that they need research to help solve.

January 13, 2016

Are You an Expert?

The 3 things you must have to truly be called an ‘expert.’

Read through many (if not most) websites in our industry and you’ll find that many firms – and the top employee(s) at those firms – claim themselves to be experts in their particular field… methodology experts… industry experts… application experts… or some combination of those. Further, an intellectual industry like Market Research is a great place in which to be an expert. Expertise is why we get hired. Expertise can differentiate us from our competitors. Expertise is how we position ourselves in the marketplace.

But what does it take to be an expert? Or more importantly, to be perceived by others (your clients and prospects) as an expert? I think there are three critical factors…