AtlantaEvent.com NewsFlash - Tools, Tricks and more Marketing Tips

Intro From Jeff Glaze

Jeff Glaze
Editor



"Buy my eye-opening ebook!" from Jeff Glaze, The editor of AtlantaEvent.com

Greetings from Jeff,

Thanks for subscribing to the NewsFlash, I wanted to remind you that you can forward it to anyone you want. We have some new articles this week from new contributors and they contain some great information so be sure to check them out.

I also want to point out my tribute to Chris Carey who passed away last week at the bottom of the page. Chris was a great and talented speaker and author and he will be missed by many.

I have included a coupon for the Small Business Showcase this week also. This will be a huge networking opportunity and with the price of gas going up and up, it is good to attend large events to maximize your exposure.

Have a great week!

Jeff Glaze
www.AtlantaEvent.com Editor

Again an important notice:

MARK YOUR CALENDAR

Atlanta's Largest Business-to-Business Networking Event
and Business Showcase
Network with hundreds of business people!

AtlantaEvent.com and
AtlantaBusinessCalendar.com presents


THE SMALL BUSINESS SHOWCASE
This event will replace the Atlanta Business Mixer for March
See Dis*count Cou*pon Below

Thursday March 24 ~ 3 to 7:30 p.m.

@ Upscale's Event Facility
6600 Roswell Rd. at Abernathy
2nd Floor above Aldo's
Complimentary hors d' oeuvres ~ Cash Bar
Admission: $10 at the door ~ No Reservations Required

Display Tables & Sponsorships Available ~ Call (678) 508-5975
Companies that reserve a table for this event get a FREE table
in the Online Virtual Business Expo (see below)

Bring plenty of Business Cards!

Success is Easy, But so is Neglect

by Jim Rohn

From time to time the marketing world is taken aback by huge, quick, unpredictable and seemingly inexplicable successes. These hits are products or services, entertainment locales or vacation spots, shopping malls or specialty stores that enjoy puzzling immediate popularity. There are incognitos that become hot celebrities, there are events, festivals or concerts that capture the masses, real estate development projects that evoke huge demand, or styles that become trendy. In nearly all cases, there are also new brands that are immediately adopted by the target population. For example, Harry Potter or The Da Vinci Code, Apple's iPod and the Blogs, the Hamptons in Long Island New York, Toyota's Scion brand, the Crest electric toothbrush and many more examples.

There are cases in which the reasons for a product's success are obvious. The success of Vi*agra – a product that has solved a serious problem for millions of men worldwide - is hardly surprising. Even the success of vacation resorts in Turkey - that have made accessible once a luxurious vacation style to a new middle class segment – is not a mystery. In contrast, in other cases the success of a specific product, place or person over the competition remains unclear. We have all observed the phenomenon of a packed and trendy café surrounded by apparently equally attractive but relatively empty coffee bars.

Research of marketing hits is not a new endeavor. Certain categories have accumulated much knowledge enabling planning and launching of hits with a practical probability of success. In the leisure and entertainment segment, companies such as Disney, Warner, HBO, and others have demonstrated such consistent capabilities in theater, television, music, toys, electronic games, and more. A similar ability has been demonstrated in the fashion industry, fragrances, cosmetics and retail. On the whole, secrets are kept closely. Many have tried to crack the formula of marketing hits successes.

Short sweet success

In the last few years, more and more sectors have become as high paced and as changeable as the fashion industry. The importance of hits for the success of companies has risen in sectors such as the following: automobiles, food, grooming, hotels, construction, entertainment electronics, software, and the list goes on. It even includes unexpected categories such as financial services.

Personally, I have begun my work in the marketing hits field in the latter half of the 1990's. I identified a radical change in consumer behavior and a dramatic rise in a new motivation that I coined "The Fear of Missing Out - FoMO". In 2001, I developed a standardized questionnaire that measured FoMO and discovered it motivates about 70% of consumers in developed countries at different levels. Of the 70%, half possess this fear at a high level. In extremely concise terms, FoMO turns consumers into serial seekers and adopters of the new (while inevitably forsaking the not-so-new). As such, one consequence among many is that FoMO nibbles at customers' loyalty to well-established brands.

Upon realizing that our efforts to preserve customers' loyalty are, more often than not, futile, I concluded that we were now in need of new tools to deal with a new consumer reality that is here to stay. Therefore, I have developed a comprehensive 'technology' of rules and tools for the development, launching and management of profitable, "Short-Term Brands (STB)". STB are planned short-term successes. During this development process, I conducted an extensive, in depth analysis of over 150 marketing hits in various and diverse categories. In parallel, I studied the accumulated experience in sectors that have learned how to methodically develop and generate such hits. In mid 2004, the results culminated in the "Marketing Hits' Formula" which is now a part of the STB armory.

The Marketing Hits' Formula and its implementation method allows for marketing innovation that will be accepted with immediate enthusiasm by target consumers and will spread virally. This formula has two major advantages: First, it is applicable to almost all categories. Second, it does not necessitate enormous marketing and advertising budgets (the most common method of attempting to instigate success within a short time frame).

Success has its Rules

The formula postulates that each marketing hit comprises the following four elements:

1. Marketing hits are usually not large innovative leaps. The new product or service should be based in as much as 80% on a format that has been successful numerous times in the same category. The format assures familiarity, promises consumer satisfaction and minimizes adaptation efforts on the part of the consumer.

2. The product or service should be innovative by approximately 20%. This 20% provides the new experience, the uniqueness, the additional benefit or any other reason to switch from the current product, or to at least try it. At the very least the innovative part will offer the consumer a feeling of novelty, freshness, or "up-to-datedness". This novelty should uphold the following two rules (3 and 4).

3. The product's novelty should address one of the "unsatisfiable" or "regenerating" needs (explanation to follow).

4. The product should include an element of "Cool", "WOW", and/or a "Twist" that creates a "viral motive", or in other words, will supply buyers with a good reason to tell other potential buyers about the product. Such a viral element motivates spreading the word / buzz because the spreader has a social benefit to gain by doing so: attention from others, interest, appreciation and an image of being "In", up-to-date or even a trend setter.

- COOL means 'right', fashionable and utterly current, perhaps even a bit edgy.

- WOW means arousing awe and excitement through an amazing design or by an outstanding and an unexpected level pf performance.

- A TWIST means something unusual in a surprising, intriguing and often amusing manner.

Hits are planned and managed short-lived successes (the duration of 'short' varies among categories) that are replaced by new hits. It is of utmost importance to realize that hits satisfy two types of human needs not catered for by long-term established brands:

"Unsatisfiable needs" – these are wishes that cannot be realized (not to a full extent), however, human beings will relentlessly attempt to fulfill them, while deceiving themselves that it is possible to do so. These attempts, fueled by fantasies, enable consumers to remain optimistic and hopeful. Amongst the unsatisfiable are the needs for eternal youth, irresistible sex appeal, grandness, omnipotence, domination, an ever-exciting life, and adventure (without investing the effort, taking the risk or paying the price). It is understandable that brands supporting such fantasies are bound to disappoint eventually and must be replaced by new solutions.

"Regenerating needs" - needs that require ceaselessly new fulfillments. Some of them are regenerating psychological needs, such as the need for attention from the environment, the need to renew oneself, to remain up-to-date, to discover, and to be tempted or seduced. There are also regenerating social needs including the need to signal involvement, belonging and openness. Finally, there are experiential regenerating needs, such needs that please the senses and the emotions. As is well known, our system becomes accustomed to stimuli and in order to keep up the freshness of experience we are in constant need of new scents, tastes, tones, and textures to allow for arousal of our senses.

Success has its tools

Applying the Marketing Hits' Formula requires certain tools. A major one is the Fore-Search consumer research method which I will describe briefly later on. First, this method enables both the precise identification of the components of the "format that has been proven successful in the past" mentioned above. Then, it enables the pre-detection of elements that will be perceived by target consumers as being Cool, WOW or a Twist.

The hit development process includes the following four stages:

1. The first stage consists of choosing the appropriate timing for launching the hit. There are three major types that constitute the 'right time':

- The first is a ripe replacement cycle, i.e. a widespread feeling amongst the target group that the current hit brand has lost its newness and intensity of appeal.

- The second is seasonality, which is relevant for certain categories from children's toys to beachwear.

- The third is "situational timing", that results from a change in circumstances, market and competition dynamics or consumer trends.

2. The second stage involves scanning for hit opportunities, mapping them, then methodically evaluating them. To this end, my partners and myself use a system called "O-Scan (Opportunity Scan)" which enables conducting a methodical and comprehensive search in six directions considered to be the most fruitful – based on our extensive experience:

- Consumer research focused on identifying potential future consumer desires (totally unimagined by them at present). We use a combination of several methods including trend analysis, cool hunting, Consumption Leaders' Research (consumption leaders must be distinguished from "innovators" and "early adopters"), scenarios and simulations and mainly our Fore Search qualitative research method that allows diagnosis and reverse analysis of current wants in order to gain insight into potential ones. Using these methods we follow the process of hits' succession, we look for evolving tastes and preferences as well as for emerging new social groups and market segments.

- Competition analysis for identifying blind spots and competitor weaknesses (even momentary) and for pinpointing ready to be broken implicit rules of the game – that create opportunities.

- Search for underexploited "treasures" within the company. For example: infrastructure, technological capabilities, expertise, social/business network connections etc', that can serve as the basis for future opportunity.

- Examination of the brand and brand architecture in order to scrutinize the options to launch the hit as a 'stand alone' brand, a 'series' brand, a foreground brand with an established long-term background brand or as a 'satellite' to a long term 'star' brand.

- A worldwide search for relevant successful models (even in other categories) that can be adapted and applied or at least serve as inspiration.

- Inventive thinking sessions methodically applied for generating possibilities that create opportunities.

3. Developing a concept surrounding the new hit based on the Marketing Hits' Formula described earlier. The concept must pass three complementing tests: the profitable business model test, the competitive advantage test, and the attractive brand-ability test.

4. Developing a launching plan based on the use of all the tools included in the Short-Term Brands armory.

We put the Marketing Hits' Formula to practice during the last half of 2004 and have already gained experience in such diverse categories as pharmaceuticals, cigarettes, food products and TV shows.

* * *

Dan Herman, PhD, is a co-CEO of "Unfair Advantage" - a strategy consulting and branding firm.
To find out more, visit his web site: www.danherman.com .

Internet Marketing: a Winning Formula

by Kathleen Gage

Read Chapter 12 In "Guerrilla Marketing in 30 days" about AtlantaEvent.com

Why is it some people are incredibly successful at utilizing the power of the Internet in their marketing while others can’t seem to figure out the winning formula?

How often do entrepreneurs and salespeople look for that next magic formula to build their business and increasing revenues, never quite making any of it work? Many people make it much more difficult to succeed than it need be while others know exactly what to do … and they do it.

Ask anyone who has effectively integrated the use of the Internet into their overall marketing strategy and they will tell you success in building your business, both online and off, is about systems. Simple as that.

Developing and utilizing systems is nothing new. Yet, the great search for the pot of gold at the end of the rainbow and getting rich quick continues.

The place you’ll find more gold than virtually anywhere else is in doing something many people just don’t find appealing. It is in developing and maintaining a solid database. Unfortunately, many people don’t find database management sexy enough. So they continually buy into that next secret formula.

Fact is, with a well-groomed database you can increase your revenues and decrease your marketing costs. You can build customer relations and keep your name fresh in the minds of your market by keeping in touch. This establishes excellent position within your market.

Most people would be amazed at how simple it is to build an incredibly profitable database by applying a few simple strategies. Remember, simple is not always easy. It will take time, commitment and focus.

Bigger is not necessarily better when it comes to your database. Depending on your industry and what you sell you may be well served to focus on the few dozen or few hundred who want to buy from you rather than thousands who don’t care about what you offer.

On the other hand, there will be situations where building a massive list is exactly what you need to do. Especially if you have mass quantity products you are selling at a very low price. Then you may want to go for the numbers.

Driving traffic to your site is an ongoing process as is building and maintaining your database. If you are serious about using the Internet in your marketing you need to lay the groundwork to optimize your opportunities.

-Develop a fully operational web site
-Have a way to capture contact information such as a sign up form
-Give people a reason for leaving their contact information such as an Ezine, free report or ebook, an article of interest to your target market or anything that is of benefit to the reader
-Develop a series of content driven messages that address your customers’ needs
-Keep your name in front of your market consistently without being annoying
-Write and distribute articles to various online resources that are pertinent to your market
-Create a byline that contains your web address
-Do not make the articles a hard sell. Rather, provide information that positions you as a resource before you are a vendor
-Develop a list of forums and discussion groups you can participate in
-Commit to the long-term.

By focusing on developing a solid database and providing incredible value to your market you can and will achieve success in your business. Guaranteed!

Kathleen Gage is an award winning keynote speaker, author and business advisor specializing in marketing and promotions. She is the recipient of the Utah 2004 Giant Step Award for business creativity and success. Access Gage’s FREE eBook Street Smarts eMarketing Tips Guaranteed to Jump Start Your Internet Presence to Put You Miles Ahead of the Competition at www.streetsmartsmarketing.com/free-ebook.htm

Footprints In Granite

By Jeff Glaze

Chris Carey

www.besomeone.org
"Helping Children
One Move At A Time"

BeSomeone.org is the Official supported charity of AtlantaEvent.com

I first met Chris Carey at a Buckhead Business Association morning meeting where he was the guest speaker of the week. It was not however our first contact. We had communicated through email previous to that morning and it was quite a heated discussion via email. All of this happened long before AtlantaEvent.com was a website as it is today and it had an impact on my life.

Chris was an author and speaker of the highest caliber. He had a way of delivering a positive motivation message using visual props, a bit of sleight of hand, and a lot of humor. If you ever experienced Chris live you would know what I mean. He had a tendency to keep the room laughing while delivering his message.

The problem with having friends like Chris is that he is always in demand or working on the next project, it is difficult to catch him in a quiet moment to meet for coffee. When I was able to sit and talk with him, it went on for hours.

Chris had a habit of encouraging me. When he liked an article that I had written, he would email or call and let me know that he liked it. For an aspiring writer, those are the reasons why you write, to make a difference. Chris was a guy who made a difference for this writer.

Some of us go through life striving to be rich and famous or one of the two. Movie stars who are really famous can even end up with their footprints in concrete in the Hollywood walk of fame. But when footprints are cast in concrete, eventually they will erode and will be meaningless and the people forgotten.

The life of a person like Chris who has a positive impact on so many people dictates a much greater tribute. Chris Carey's footprints are ever after embedded in granite. Chris never concerned himself with wealth and fame. It was helping people that got him excited.

The impact that he had on people's lives will have a ripple effect. Others will be inspired, and will teach their children the principles that Chris shared. For years to come, changes will continue to occur because of his work.

I have met celebrities in the past. They are people just like you and I who have learned to do something well and even though they are entertaining, most often they do not impact our lives in any meaningful way. Chris spent his time here teaching others how to do something better. The lessons were simple yet powerful and Chris if you're out there reading this somehow, the ladder out of the briefcase finale to your seminar was a really cool gag. I will remember to lean my ladder against something solid.

So now is my chance to say goodbye to a really wonderful person.

His books and products are still available and can be found on his web site http://www.chriscarey.com/ . If you get a chance check out the site and learn a bit more about him.

Goodbye Chris, You will be missed.

Jeff Glaze is the Editor of AtlantaEvent.com and this newsletter.