Bold Marketing from Canadian Concrete Masonry Producers Association (CCMPA)

 

It’s never easy to take advantage of someone’s disaster. But sometimes that might be the right moment to reach out to your market with an important message.

This was a half-page ad in the Globe and Mail on May 29, 2015. It’s bold, provocative and effective.

It’s bold and provocative because it shows images of the devastating fire that consumed a construction project and the neighbouring condo complex in Langley BC 12 days earlier. More than 150 people lost their homes.

It’s bold because in a case like this there is the possibility of negative blowback – from the public, media or social media. Those are the chances you take when you act boldly and embrace controversy.

I believe it’s effective because it’s visual, emotional and simple. The photos of the flaming buildings sear us emotionally.

The message is effective because there are only three elements to this ad:

1. The headline with the location and date
2. The two photos of the burning buildings
3. The message from CCMPA which is clear to understand…

This is why you should build with Concrete Block

I wonder how much debate ensued at the office of the Canada Concrete Masonry Producers Association before placing this ad.

Association marketing is more difficult than business marketing because:

• There usually isn’t a measurable return
• Some association members will be unhappy no matter what you do

This ad is a good example for marketers to pay attention to the news. Look for opportunities to tell your message. Always be prepared to grab opportunity when it knocks.

In this case it could have been a matter of watching the news and asking the question “Could our products, services or expertise have prevented or mitigated this disaster?

Effective messaging is dependent on relevance. Before the fire this ad would have been meaningless and long after the emotional proximity would have been lost. The biggest challenge is to decide how close to tragedy to send your message.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

BMW Motorcycle Demo rides – charity donation - a sad tale

I’m a motorcycle rider. Last year I was delighted to discover “Motorcycle Demo Ride Days”. That means that anyone with a valid motorcycle license could test ride the newest bikes at a local motorcycle dealer. I visited events at six motorcycle brands and created a shortlist of bikes that I’d never considered but now must have.

Try-before-you-buy is a simple yet powerful marketing technique based on the principle that if you give them a free taste and they like it - they’ll want more.

How it Works

The manufacturer or national distributor trucks a dozen or so of their newest models around the country to dealers. The local dealer hosts the event, manages the logistics and even provides refreshments. And it’s all free with no obligation or high pressure sales pitch.

BMW Motorrad

This year I searched online for more demo rides. Near the top of my wish list was BMW. I had visited the BMW Museum in Munich, Germany decades ago and have long dreamed of owning and riding a BMW motorcycle.

I was excited to uncover a BMW demo ride at a local dealer. And yes, I had to “uncover” it because there was no mention on the local dealer website or their Facebook page and only one mention on the national site. The national site listed an email to contact for more information.

Charitable Donation?

Riding a BMW motorcycle wasn’t free. The website stated “for a small charitable donation you receive a lengthy ride on a variety of roads that are chosen to highlight the unique qualities of a BMW motorcycle…”

That sounded reasonable and I was willing to donate to the charity in order to ride a BMW motorcycle.

When I called the local dealer I heard that, “It’s $25 for a ride”. He sounded like a side-show barker. I asked him, “Will I get a charity receipt for my donation?”  He replied, “No. We picked $25 because a receipt isn’t required under $30. We don’t want to deal with the paperwork.”

His comments sounded strange so I checked the website of Canada Olympic Foundation – which was the charity. That site stated that a “charitable receipt was automatically generated for a donation of $10 or more”. I emailed that information to the dealer rep and asked “If I make my donation directly to the Canada Olympic Foundation online and bring my receipt – would that be okay?”. The dealer rep didn’t apologize or explain the discrepancy between that fact and his “under $30” statement. He simply forwarded my question to the BMW Canada marketing rep who responded…

------------

“Hello Gentlemen,

Just to clarify the test ride donations, the reason we do not give receipts is because you are receiving something in exchange for the donations.  In this case you are getting a ride on a new motorcycle and also lunch or a refreshment.  It is just like if you buy a hospital lottery ticket,  no receipts because you are getting the chance to win something.  If you donate directly to the COC then yes you can get a receipt because you are not getting anything in return for the donation.

Our test ride program is not set up for you to donate directly to the COC and then to show us a receipt.

If you are interested in riding a new BMW, please follow the regulations we have set up.  We pool all the money collected during our rides and donate it on behalf of the Motorrad retailers at the end of the season and make an announcement on the total when done.”

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Is this the Way to Build Trust?

This email raises several questions which I list and discuss on another post. The first discrepancy is that BMW Motorrad Canada seems to be using their own definition of the word “donation”. This so-called donation looks like a fee for service. The second curiosity is the refusal to give a receipt for the money they receive. Apparently some of that money collected might be donated to a charity by BMW Canada.

I decided not to attend the BMW demo motorcycle ride because I believe that the BMW people were misleading at best. If you’re a stickler for the truth you might consider those statements lies.

The feeling of being deceived tarnished the shine of BMW motorcycles. The local dealer was either misinformed or misleading. The message from the national office was misleading.

If one deceives (or lies) about a simple thing as “charitable donation” you might wonder what other deceptions (or lies) have they, and will they tell?

This experience did not build trust with me – which is an important part of inviting prospects into your store to examine your products.

Scratch

Buying and riding a motorcycle has little to do with logic. It’s all about the feeling. One of those feelings is trust. Normally I’d be writing about the riding experience but the experience before the ride turned me off so I canceled my ride.

I’ve scratched BMW motorcycles off my wish list.

Read the next post for the questions this strange promotion raised – or should raise.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing  
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter
 

Your Clients Don't Care About Your Tools

Dentists use these disgusting looking tools to pry, scrap and explore inside your mouth.

They might poke you with these sharp objects and ask "Does this hurt?" "Of course it does you #*+**%".

When you are in the chair, the sight of them doesn't make you feel good. You accept that it is a necessary evil associated with healthy teeth.

You don't want to see these pain-associated images on the sign or on the business card.

Yet to the dentist these are his tools of the trade. He might even feel proud that he uses only the best German or Swiss made instruments.

You don't care. You only want to avoid the pain.

The dentist might wonder - should these image be part of the logo? Should these images be in the store front window?

The answer is NO.

This is an analogy. Depending on your business, your clients might not want to see or know about your tools. They simply want the results and the pain to go away.

When you create your marketing materials (especially the imagery) think about the client's perspective.




George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Who Might Your Product Name Offend?

International Product Name Game

Kia is launching a new concept car called the Provo. They intended that the car would be provocative with its design and gave it a name that is short form for that.

But they seemed to overlook the point that before you name a product for the International market you first check International interpretations of that name.

Ask folks in the UK what the word “Provo” means to them and they’ll likely tell you that it is short form for the Provisional Irish Republican Army – a terrorist group also known as the IRA, or Provos that killed nearly 1,800 people in its 27 year battle against the British rule in Northern Ireland.

That’s probably not the emotions that car dealers want to evoke.

The folks at KIA needed to expand their research of the word Provo past the first page of Google results.

They also could have run the name by people in the UK and USA – two possible major markets for Kia.

I wonder,  might the folks at Kia consider other variations of the word proactive? Here are a few suggestions

• Provac
• Provok
• Prorito (Latin for Provoke)

But certainly not Prozak!

That third suggestion might be worth investigating further because Latin is a dead language and many European languages have Latin roots.

Names do matter – especially when they trigger emotional reactions.

There have been plenty of examples of poorly named cars over the decades. The Chevy Nova was one of the famous ones. Nova means “no go” in Spanish.

With all the possible positive emotional names possible when will we see cars named any of the following?

• Love
• Amour
• Respect
• Ambition
• Hope
• Joy

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing  
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

OMG - What a Great Marketing Book!

OMG: Observational Marketing Greats Vol 1

Geoff Ramm brings a refreshing perspective to marketing. He notices and points out the brilliance in simple marketing efforts that get profitable business and motivate buyers. Listen to him speak or read this book. He demonstrates his inquisitive and creative mind and champions great marketing wherever he sees it.

You can order this book on Amazon - OMG

OMG: The marketing that simply stops you in your tracks. From New York to Whitley Bay and from Spain to Cape Town, get ready to witness some of the most eye catching, jaw dropping marketing, PR, branding, promotions, sales and customer service from businesses and entrepreneurs who know exactly how to stand out from the competition.

"Geoff is not only a marketing genius he shows you how to become one too. Quite possibly one of the easiest and most powerful books you’ll ever read on the subject of marketing ever, you’ll be laughing as well as learning."

Paul McGee, The SUMO Guy, Speaker & Author 

Inside this book of marketing inspiration you will discover real observational examples of brilliance, including; The greatest business card on planet earth, why you should create A list celebrity service, how to increase your proposal success rates by 20%, how to double your reach or halve your costs with the help of a gladiator, how Arnie will help you to upsell, the 3 must do’s in the run up to Christmas, why one night stands are bad for business, how numbers will make you recognisable, the new rules of drinking and driving, and relish one of the most amazing pieces of marketing you will ever see using traditional and social media marketing. And for those interested in one of the most sought after answers in the world… size does matter!!!

 “OMG is not like other marketing books. Crammed full of real life marketing observations that make you laugh, nod and applaud. Standing out from the crowd has never been easier’.

Andy Lopata, Business Networking Strategist & Speaker


Get your copy of OMG Observational Marketing Greats now.



George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing  
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

The Branding Fallacy

Your Branding might be killing your business

Beware of the branding zombies. They regurgitate meaningless mantras like “branding is good”, “you need a brand” and “we can help you develop your brand.” These creatures only want your life blood. Unfortunately these zombies don’t look like the ones in Michael Jackson’s Thriller video. They look like you and me. They call themselves branding consultants, marketing agencies or graphic designers. And they try to sell you snake oil remedies.

It’s time for a branding wakeup call. This might hurt especially if you have recently succumbed to worship of the brand. Remember, “Pay no attention to that man behind the curtain” in the movie The Wizard of OZ. I’m ripping back the curtain. You might not like what you see. But it might save your business. I’m urging you: Pay attention to the man behind the curtain.

Let’s start by examining some of the world’s best brands.

Read the rest of The Branding Fallacy

 

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

8 Marketing Truths that Will Make You More Profitable

Beware of the dangerous marketing myths that can destroy your business. You’ve probably heard most of them. Many are spread by the marketing mystics who don’t understand or don’t want you to understand the simple realities of marketing. The challenge for you is to sort the truths from the myths and the mystics from the masters.

 

Read this article and study each of these marketing truths to increase your profits and reduce your losses. Think about how you will apply these marketing lessons to improve the profitability of your business. 

 

1. Marketing is about sending messages
Everything you do or don’t do sends a message. Marketing is much more than advertising. Marketing includes your customer service, company policies, telephone manner, community presence and supplier relationships.

Read the rest of Marketing Truths that will Make You More Profitable

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Make the Pain Go Away

How Many People do You Tell about Bad Service?

Probably more than you tell about good service. Why? We tend to remember and share our pain more than our joy.

Doctors are experts on identifying and relieving pain. People visit their Doctor when they have a pain. When the Doctor greets them and asks, "How are you?" they respond, "It hurts when I do this". The Doctor's job is to make the pain go away.

How would you feel and think if the Doctor told you "the pain is good for you", "we can't do anything about the pain because it's our policy", or "there must be something wrong with you because no one else had complained"?

Sounds ridiculous - yet that is the way many companies respond to customer pain as expressed in customer complaints.

Perhaps companies should change the name of the complaint department to "Pain Relief". And perhaps they might label the staff in that department as doctors and nurses.

Naturally, companies need to adopt that perspective - that they are in the Pain Relief business.

Just imagine the possibilities.


George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Marketing Presentation video: Coke & the Power of Perception

What does Coke really sell? What is the real value that people get from buying Coke? How can you use that formula in your marketing?

Watch this video of a live presentation of George Torok speaking to a group of business owners and representatives.



George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Put a Little Joy in Someone's Life

Marketing Speaker Geoff Ramm is on the street hunting down powerful marketing in action. Look how simple this marketing is and listen to the owner's reasoning. I like it. And thanks to Geoff Ramm.







George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

What is Total Value?

Value is not the same as cost. 

In fact, a product's value is almost never equal to its cost. For example, your product might cost you $2 and you sell it for $10. The value to you is $10. 

The value to the customer will usually be more than the selling price. If it was only worth $10 to the customer then they have no motivation to buy. But if the value to them is greater than the selling price, they are motivated to trade their money for something of greater value. It may be worth $30 to the customer. Then they will gladly give up $10 of their money for the product. The greater the difference between the perceived value and the cost of the purchase, the more the customer will want to do business with you.

Always provide value that is greater than the price they pay.

The Value Formula

Take a look at the following formula, then see where you need to concentrate your efforts to create value. Every product and service can be described this way.

Total value = real value + perceived value

Let’s take it apart to understand it. Real value comprises the tangibles. It is relatively easy to measure. Real value can be expressed in this manner:

Real value = function/cost

Function is what the product or service does in mechanical or analytical terms. How much money does it save you or make for you?

Imagine you are buying a new car. If you want to get the best real value, you would get the most function (efficient ground transportation) for the lowest cost.

You could measure the car's function factor by comparing it with the cost of your practical alternatives: public transit, car pooling, taxi, bicycle, limousine, various car models. You might wish to consider the costs of these alternatives in terms of time and inconvenience. What does your new car give you that these other modes of transportation don't?

Having determined the new car's function factor, you can divide it by its cost. Is its function worth more to you than its cost? If so, the new car has real value.

At the end of your analysis you would buy the cheapest car. Right? Not necessarily. 

Remember that what you are willing to pay for your car is based on the total value to you, which is a factor of both real and perceived value. 

So, sometimes without realizing it, you assign value to less quantifiable benefits and buy something that you like. 

Liking is not part of real value, it is part of a product's perceived value.

What is Perceived Value?

Compared with real value, perceived value is harder to measure. It is influenced by emotion, image, and other intangibles - all the benefits you should emphasize in your marketing efforts.

Perceived values are not bad - they are a reality. As long as we are individuals we will think differently, perceive differently, and place different values on things.

Beware of that. Use it to your advantage. When your prospect wants to negotiate price, remember to build up your product's perceived value.

By the way, always deliver real value too.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Can You Say "Thank You"?

Is "thank you" a lost phrase?

Has this happened to you recently? You were passing through the door of a public building and in a gesture of kindness you held the door for the next person behind you. And that person marched through without saying “Thank You”? Not only did they not say anything but you didn’t even receive a smile, a nod or acknowledgement of any kind. In fact they acted as if they were entitled to your servitude. If you felt annoyed you would be normal.

We want to be appreciated – especially when we go out of our way to show kindness to someone else. Often all it takes is a simple “thank you”. A “thank you” costs nothing yet it is given so seldom in earnest.

The best thing that you can do to improve your customer service is to say “thank you” to your clients. The cost is nothing. The return is huge. Consider that everyone wants to be acknowledged. Everyone wants to feel good about themselves. Saying thank you is the simplest way to do that. Yet many customer service people do not say thank you.

It seems strange yet many customer service people seem to expect to be thanked for doing their job – even when they snarl at you. They give you back your change and expect a thank you. Hey, that was my money that I gave you.

They seemed to miss the fact that the customer should be thanked for visiting their shop and spending money.

I believe that this is the result of entitlement mentality and poor customer service training.

The first might be the result of over indulgent parents and the second the fault of untrained retail managers.

It seems that rotten customer service has trained customers to expect lousy service and be overly polite to the servers.

What’s wrong with this scenario?

I’m all for treating people with respect. I believe that I do. And I expect to be treated as a valued customer when I’m spending my money.

How does your staff react when a customer walks in the door?

1. Damn! Another annoying customer.

2. Wonderful! Welcome to our shop, and thank you for your business.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

What's in a Name?

Does a name determine value?

Maybe. Names plant images or emotional value in our minds. Product names seem to influence value. Consider these examples.

Wine
If you are selling wine then consider the study by Brock University as reported in the Globe and Mail.


“Names that seem unique or harder to understand or wrap your mind around are that way because they’re rare,” said Antonia Mantonakis, the Brock associate professor of marketing who led the study. “Things that are rare are more valuable.”

Apparently wine appears more valuable when it seems to be unattainable.

This study demonstrated that a difficult-to-pronounce name like Tselepou was perceived as more valuable than Titakis, which was perceived as more valuable than a simple common name. Wine drinkers want to be mysterious. Read the rest of this report at the Globe and Mail

Investment
The same article in the Globe and Mail mentioned:


"In one subsequently famous case, Harley-Davidson shares shot up 16 per cent in the weeks after it changed its ticker from HDI to HOG, the biker-slang term for its motorcycles."

When it comes to investments simple names are better. Investors want to be reassured - not confused.


Dating
Imagine if you are a guy looking to meet a woman on an online dating site, how likely are you to contact a Gertrude, Bertha or Gretchen? Would Melanie, Tiffany or Jennifer sound more attractive?

Imagine that you are a woman hoping to meet the guy of your dreams. Your friend offers to introduce you to   Igor, Rudolph and Herbert. Would you prefer Brad, Stephan or Trevor?

Naturally the attractive people names will be influenced by your age and culture.


I suggest that when you are naming your company or product think about what sounds attractive to your best prospects. They are the ones who need to give you money. Buyers won't care about the name of your grandmother, your hero or your pet.

Should the name sound exotic, simple, foreign, common, reassuring, provocative or suggestive?



George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Benefits Sell: Appeal to Emotions

You’ll look cool

Those are selling words.

Are you using the best selling words in your marketing messages? Review your marketing messages with the perspective of an uninterested prospect.

What is the first response that prospects might have to your message? Is it “So what?”

That will happen when you describe features.

We are open 9:00am to 7:00pm
We have 24 flavours
Backed by 25 years of service

Yeah, so what?

When I was signing the contract for my new car – the sales rep asked me if I wanted tinted windows.

I hadn’t given it any thought and I didn’t want to spend any more money.

But, when she said the magic words, “Tinted windows will make you look cool, I decided in an instant. I happily ordered the tinted windows.


George Torok

Canadian Business Speaker

Market to your Peers

Why? The email offered an advertising opportunity to buy an ad in the issue of the magazine that would be distributed at my association convention.

Why would that motivate me to buy an advertisement? Why would I pay to promote my services to 400 of my peers and competition? They aren’t going to buy from me nor promote my services.

It didn’t make sense to me. Yet that was the lead point in this sales message. It turned me off quickly.

Your first point in any marketing literature or sales letter should be your strongest point. You want to grab your prospects quickly and get them to buy.

You don’t want your first point to offend your audience by appearing frivolous or ridiculous.

Always lead with your strength and preferably a success story.

I have asked this magazine sales rep for a success story and she had none. Instead she chronicled an imagined scenario that was based on her fantasy. But that’s another story.

The closing message in this promotion was:

"Be the envy of all your peers and be in the convention issue as its distributed at the upcoming conference."

That's a clever appeal to pride. Appeal to emotions especially when you can't compete on substance.

Be clear on who you are marketing to and why.


George Torok
Marketing Speaker

Make Your Prospects Angry?

To Win People’s Hearts, Make Them Angry
on Forbes

That is the implication of a paper presented this past weekend at an annual Experimental Political Science Conference put on by New York University’s Center for Experimental Social Sciences. Timothy Ryan, of the University of Michigan, did “a new type of field experiment” in which “I induce feelings of anger and anxiety and passively measure the effects on information seeking. Across three studies, I find anger to increase information seeking, a result inconsistent with some standing theories. When anger is evoked along with anxiety, however, information seeking does not increase relative to an emotion-neutral control, a result at odds with past findings that anxiety motivates attention and interest.” In other words, make people angry and they’ll pay attention and want to know more. Make them anxious at the same time, though, and you won’t do nearly as well.

Read the rest of this article on Forbes
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We know that emotions move people and we know that anger pushes people to action. Have you considered using anger as a marketing tool?

If you make them angry at the clearly defined enemy, that might be an effective marketing strategy. It works for political campaigns.

But be careful. Make them angry and confuse them and you better duck.


I'm mad as hell and I'm not gonna take it anymore.


George Torok

Marketing Speaker

Business Speaker