Tag Archive for: marketing blog

Big Game, Bigger Ads

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The cost to advertise during this year’s “Big Game” hit an all-time high, with 30-second commercial spots selling for up to $7 million. NBC® sold out of commercial spots for Sunday’s game, which were shown to over 100 million Americans. Veteran ad players Procter & Gamble®, Kellogg’s®, and Dorito’s® all participated, and we saw the famous Budweiser Clydesdales return after a 2-year hiatus.

According to YouTube, the number one watched ad was Alexa causing havoc on Scarlett Johansson and Colin Jost’s marriage. Many celebrities were also spotted in some other “most watched” commercials. The overall tone and messages seemed much lighter and more humorous than last year’s.

The most talked about ad goes to Coinbase®, who creatively, and so simply, had a QR code bouncing around the screen like the iconic DVD logo for 60 seconds. This ad was so popular, it crashed the app! Once scanned, the QR code brought viewers to Coinbase’s promotional website, offering a limited time promotion of $15 worth of free Bitcoin® to new sign-ups, along with a $3MM contest giveaway. Cryptocurrency companies also had a major presence during this year’s “Big Game”, with multiple companies using this time to promote either cryptocurrency exchanges, NFTs, or other related projects. The QR code play, reminds us that this form of communication is here to stay, at least for the near future!

What was your favorite?! Check out some of TMP’s favorites below!

Danielle Vona
Alexa

 

 

Kari Delgado
Coinbase

 

 

Angie Rampi
BMW 

 

 

Jes Roper
McDonalds

 

 

Meagan Malley
Chevrolet

 

 

Larry Cramer
General Motors

 

 

Marina Fernandes
 Peacock

5 Self-Reflections to Inspire 2020

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5 Self-Reflections to Inspire 2020

As the year comes to a close, it’s a great time for self reflections before looking forward. It’s a busy time of year with parties, families and holiday commitments, but make the time. Schedule a 1-hour meeting with yourself, a pad of paper and a pen. Ask yourself some questions:

    1. What have you learned?
    2. What have you accomplished?
    3. Who have you met?
    4. What are you doing great?
    5. Where do you need help?

Find a place that inspires you. This could be your porch with holiday music playing in the background, the beach or your desk…whatever will give you some head space. Now think about each of these questions. These may not all be relevant, or you might have some to add. Make it your own, but my hope is that these inspire you.

What have you learned? This could be business related like a formal training class, a mentor or coach that has inspired you. In a conference I participated in this year, one of the speakers talked about how the world is aging, living longer and therefore living differently. Fascinating speaker (thank you Stephanie @GRMA). I also have a list of things I have learned from my team and mentees (I think they develop me more than I develop them!). What you have learned this year might also be personal, like how to deal with a kid going off to college or balance personal health like eating right and exercising. Everything will never be perfect, but reflecting on it will help you plan for the new year…it will be here in like 10 minutes.

What have you accomplished? Take a few minutes to bask in the glory of your achievements whether they are big or small. Sometimes we check things off the list so fast that we don’t take the time to appreciate all we get done in a day, a month, or a year. I recently heard a piece of advice from a fellow panelist at a speaking engagement… she keeps a list of her accomplishment throughout the year and uses that list as needed for resources and for reflection. Brilliant, right? (Thank you Valet Living).

Who have you met? This is a great time of year to appreciate new relationships and reconnect with old ones. If you went through your calendar and listed all the new people you met, you might be surprised at how long or short the list is. I find that this helps me focus in on the relationships I really want to grow as well as those people I really want to thank. A quick LinkedIn message that says, “I have been thinking of you and hope you are doing great,” can go a long way. I connect each year with a note, a card or a gift because it gives me an opportunity to connect and say I care (thank you 4Imprint and Minuteman Press who are helping us with our TMP gifts and cards this year). Don’t let this make you anxious (you don’t have to send a card to everyone you know ????). Simply creating your list and highlighting what or who is important to you for both business and family is the important part.

What are you doing great? Here is a chance for you to pat yourself on the back for what you are great at. At the Posse, we use StrengthsFinder to develop and optimize our team. My favorite part of this is spending time celebrating what each person’s strengths are and how we leverage those talents. We call them “Superpowers”. This year we talked about them in our annual planning meeting. Reflect on a project where you really shined or a situation you handled with grace that you are proud of. Go You!

Where do you need help? No one is great at everything. So, this is also a great time to think about areas where you need support or things you would do differently in the new year. Not a good cook or don’t want to be? Maybe there is a new meal solution you can explore. I love to cook, but just don’t have the time, so I have someone who loves to cook that helps me (thank you Alex@PeepsandEats). For business, we like to create partnerships at the Posse by pairing people with complementing talents for the task at hand. Go back to your list of people (see #3), and think about who can help you by either balancing your strengths with different strengths or by supporting you where you need it most.

One Hour. That’s all. Maybe the most valuable hour you could spend all year. Self reflections on a year well spent could include:

    1. Learnings that make you better.
    2. Accomplishments that make you proud.
    3. People that are important to you.
    4. Strengths that inspire you.
    5. Support where you need it most.

What more could you ask for in one year? Start 2020 off with self reflections and a clear view of where you are going by knowing where you have been. It’s going to be a great year.

The Marketing Posse provides training and people development as well as workshops for company culture development. We have a passion for people and for taking time to reflect on your business and what is most important to you. Give us a call if we can help.

Women Owned Businesses | Turning Challenges Into Opportunities

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October is National Women’s Small Business Month and according to WBENC1 there are 12.3 million women owned businesses in the US. Last year, 1,821 women owned businesses were launched every day with women of color launching 64% of those new businesses. So, in thinking about what to write in celebration of this month, I wanted this post to be helpful and encouraging for anyone who reads it whether you are a woman who owns a business, work for a woman owned business or support women owned businesses.

Women owned businesses face many of the same challenges other businesses face like access to capital or unfavorable business environments, but they also face challenges that are more unique to women like gender equality in male dominated industries. In fact, there is a great summary of the “8 Major Challenges Women Face in Business” in an article posted by Forbes in this very month last year. In general, as I searched for information, I found it much easier to find the problems than the solutions. So, to celebrate women owned businesses this month, I’d like to share positive experiences and encouragement. Here is a crack at turning the 2018 Forbes Top 8 Challenges into a 2019 Opportunities List!

        1. Instead of “Limited Funding”, how about “Funding Is Out There” – Funding can be tricky because we worry about risk and it depends on how capital intensive your business is. First, if you are a startup don’t worry about the end game, just worry about getting started. Make progress. Show some wins. It will build confidence for you and for others. Don’t be afraid to be a little uncomfortable (see #3 below). Second, don’t just take risks, take smart risks you feel good about. Some awesome women owned businesses started in a woman’s home or mother’s garage like Bourbon and Bowties or GoldieBlox. If you are looking for investors there are great incubators, angel investors, and institutions that can help. Look for organizations that have strong women leaders like Tampa Bay Wave, Embarc Collective and Pilot Bank. There are amazing women leaders in these companies and, as a general rule, women want to support other women.
        2. Instead of “Balancing Responsibilities”, how about “Embracing Imbalance” – Work and Life Balance is like Bigfoot in that it is talked about a lot but can’t really be found, though some say they have seen a glimpse. Striving for balance is just frustrating. It’s not really about balance. It’s about the give and take…and feeling comfortable with the tradeoffs we make. A good way to embrace the imbalance is to be a master scheduler. Prioritize the most important things in your personal and business life and do the best you can. Oh, and don’t be afraid to ask for help or support when you need it. And if some stuff doesn’t get done, it might just be okay. Approach juggling work and family the way you would a business problem. Have a schedule and know what and to whom you can delegate. Use your leadership skills at home AND at work.
        3. Instead of “Fear of Failure”, how about “Plan for Failure” – There may be a dozen reasons why we fear failure whether it is financial or emotional. Fear can be paralyzing. The best way to eliminate Fear of Failure is to plan for it. If you play out the scenarios and have a plan for all the “what-if’s”, then they don’t seem nearly as scary. In the world of insights, we do a lot of “test and learn” projects. Turn your failures into test and learn scenarios. When it doesn’t work, adjust and try again. Take smart risks. Be uncomfortable, but plan for the “what-if’s”.
        4. Instead of “Inadequate Support System”, how about “Personal Board of Directors” – Whether you are an entrepreneur, small business owner or corporate executive, everyone needs a support system. Women are great at this. We are collaborative and great at supporting each other and our families. You may already have a board, but even if you do, a personal board is all the rage. It doesn’t have to be formal or all at once. Take your time and recruit the people that you need as you need them. Look for people across functions like finance, operations, marketing, legal, technology, etc., depending on your business. Be clear about what advice you might need and make it easy for them to help you. Then find special ways to thank them for their support.
        5. Instead of “Gender Inequality”, how about “Act Like You Belong” – If you look at the definition of gender equality, it is basically that equality is achieved when both men and women have access to the same resources and opportunities. So, is anyone telling us as women that we don’t have the same access and opportunities as men? Probably not directly, however, as women we put some of this on ourselves. I heard a story that some of you may be familiar with and that stuck with me. A man and a woman are both up for a promotion and when reviewing the job description, the man looks at the list of 10 things and says something like “I have 8 out of 10 which is great” and the women in the same situation hesitate to go for it saying “but I am missing 2 out of 10 things”. Be confident that you have 8 out of 10 things; sit at the head of the table; insist on driving; make decisions; lead by example. You got this.
        6. Instead of “Limited Knowledge”, how about “Surround Yourself with Knowledgeable People” – There are two ways to tackle a challenge like this. One is to educate yourself, and often that comes with experience. The second is to surround yourself with people who do have that experience. The second option is usually the better path. You will, by default, be educated along the way, but leaning on others who have been there can help get you there faster. You can also include these people in your “personal board of directors” from #4 above. And guess what? You WILL make some mistakes, so just own them, learn from them and move forward. The people with all that “knowledge” have already made their mistakes, so try to leverage them but don’t be afraid to make your own but plan for risk accordingly.
        7. Instead of “Unfavorable Business Environment” how about “Rich Network and Growth System” – The Forbes article defines “Unfavorable Business Environment” as “less-established business networks, and social and traditional constraints”, which can be even more challenging in countries outside of the US. Turning this into a “positive to-do list” starts with developing a Rich Business Network. Where to start? If you are already in business, be sure to stay connected to people in your network. Build it into your calendar to ensure you make time for it. Touch base with current and past clients, vendors and/or customers. Build your network by asking great people in your network to introduce you to other great people in their network. Have coffee, be helpful, and be open to new and unexpected relationships. If you don’t have a network at all, now is as good a time as any to get going. Start with family and friends who have great business contacts and are willing to make introductions. And join the Chamber for the city you want to do business in, they are a great way to get connected to the business community. The second part of the definition is about social and traditional constraint which is more challenging in some countries versus others. In the US, this may be more driven by male dominated industries, so I would refer to #5 above and “Act Like You Belong”!
        8. Instead of “Timidity” how about “Bold and Courageous” – Marguerita Cheng, author of the Forbes article, said it well: “Humility is not shyness or timidity. Women need to stand by their success and let people around them recognize it.” Celebrate the good and the bad. Think to yourself, what is the worst that can happen if I make this bold move or if I have the courage to ask for support from someone important? Find a few women who may be in similar business situations and create opportunities to share with and support each other. Join women’s networks and get certified as a women owned business (check out WBENC certification here). We are your comrades and will welcome you with open arms.

       

      I hope this perspective helps other Women Small Business Owners and even if all 8 points don’t apply to you, you might find a few nuggets that are useful. So, leverage your strengths as a woman, communicate and collaborate often, and don’t be afraid to ask for help. At The Marketing Posse, we worked with the SBDC to help guide us through the certification process and have been certified as a woman owned business since 2016. We are proud members of both WBENC and the Florida Office of Supplier Diversity.

      DANIELLE VONA
      DANIELLE.VONA@THEMARKETINGPOSSE.COM

      Sources:

      1 WBENC Blog, Behind the Numbers, The State of Women Owned Business in 2018, posted Oct. 2018

       

       

It’s 2020 Planning Time

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We are only 3 ½ months away from the start of 2020.  If your planning cycle follows the calendar year, that means that you have 97 days until you will start implementing your plan.  Whether or not that seems like plenty of time or that creates a state of panic for you depends entirely on your business.  A good rule of thumb is to plan 12 months out.  That means you are planning your fall and holiday plans for 2020 right now.

If you start your conversation early, you might experience some people on the team asking why that is necessary.  That might seem surprising to some but there is definitely a point of view that getting too far out is not a good thing.  Three of the most common reasons for pushback on starting the planning process that I’ve experienced are (1) the business environment could change, (2) we should wait for new leadership to share their agenda, and (3) we need to stay nimble to react to our competition.  Sure, those are all valid scenarios but exactly the reason why it is important to have a plan.  One of the most critical components to the planning process is assessing the business environment and the competition.  What better time to get alignment around the factors impacting the business and where the competition stands?  And, if new leadership comes in, do you want to be prepared with talking points about the plan or wait around to see what they tell you to do?

To stay out ahead of things, below are a few factors to consider about timing to get started.  These are areas where I have seen teams get tripped up because they have not built in enough time.

 

Alignment

Is this the first time your organization has been through the planning process or is there a plan in place that everyone is aligned to?  If it is the latter, then maybe you can move more quickly through the process.  If it is the former, ensure that there is ample time for discussion.  How many layers are in your organization?  Is your company one where leadership is in the room for the discussions or where polished solutions are presented to leadership for reaction?  Each step in the process may require multiple discussions to gain alignment.  You may have to go back to the drawing board altogether in fact.  Where possible, I recommend involving the highest levels of leadership in the planning process. Set a timeline with clear milestone deliverables and approvals.  A lot of unnecessary work will occur later if decisions are not fully aligned across all levels of the organization. Try something like:

    1. Do discovery/landscape assessment to align on the SITUATION
    2. Set clear OBJECTIVES with leadership
    3. Agree on a TIMELINE and key MILESTONES

 

Ideation Time

Don’t sell your plans short by not dedicating the appropriate amount of ideation time.  This is the part where teams can come together to brainstorm.  This is usually one of the parts of the process that is the most fun and where you can really get some good cross-collaboration to happen.  When teams across the organization are involved, not only do better ideas come forward but you bring awareness and hopefully support to the process as well.  I have found that factoring in multiple rounds of ideation works well.  Perhaps you ideate with different people on different areas of the plan.  Or maybe you work in a larger group to get ideas out but then work with a smaller team to refine.  Try it a few different ways and see what works best.  For example:

    1. Identify GROWTH Platforms (aligned with your objectives)
    2. Host a BRAINSTORM to develop ideas (go for quantity)
    3. Develop a PLAN for the top ideas (barriers, opportunities, resource requirements, etc.)
    4. Consider CONTINGENCY plans so you have options if you need to make adjustments

 

Validation Time

Think about how best to get customer feedback on your plan and ideas. What level of rigor is needed in your organization for testing? Do tests require a formal read-out and how long does it take to compile the testing data?  If the test is not successful, consider whether or not you will need to retest.  How comfortable will the organization be locking in on a plan when there are untested concepts?  Sometimes getting some preliminary feedback done for a quick gauge on a concept or an idea could be helpful.  Even something simple like Survey Monkey or Google Survey could be helpful.  An important input into the planning process is the results of past testing.  Being familiar with what has worked or not worked in the past can be helpful in developing future strategies.

    1. Set benchmarks for success
    2. Select test parameters (audience, questions, method of execution)
    3. Analyze and report out results
    4. Make adjustments to plan based on learning

 

Bring It All Together

Is now the time to get started on your plan?  A great place to start is building out a timeline of key dates and backing into a process that will work.  This approach will also rally your team around the process and gain the support and focus that successful planning requires.  Develop a calendar of activity based on the needs of your business and the ideas you have generated. Monitor success and prepare your contingency options so you can adjust based on performance. If you are looking for some thoughts on getting started on your plan, check out our prior blog post on the 5-Legged Journey to Marketing Magic.

Danielle Vona
danielle.vona@themarketingposse.com

Celebrating Strong Women | Women’s History Month

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In January, The Marketing Posse turned four years old. In many ways, we are still a toddler, but for a new business, I am so proud of the progress we have made. Today we have about a dozen companies we support, a handful of employees, and our own cool office space in Safety Harbor. This isn’t the result of some grand plan. It’s the outcome of a woman with an eclectic background (p.s. I have a liberal arts degree in music) who works hard and charges forward. And as a certified Women Owned Business, we would like to celebrate other success and strong women leaders.

So, in honor of Women’s History Month, we would like to share Deb Volansky’s story. Deb is the CEO of Connex Intl which is one of the partners we support. Connex found The Marketing Posse because they were specifically looking for a Women Owned business and we are grateful for the work.

But the real inspiration, for those readers out there, is in Deb’s story. Deb started with Connex as an entry level Conference Coordinator and quickly progressed to include positions such as Trainer, Account Rep, Director of Operations, Vice President, President and eventually CEO and owner.  When Deb purchased Connex in 2009, the economy was in recession and the business environment was tumultuous.  In that environment, Deb’s passion and commitment to providing communication solutions were reaffirmed.  She saw firsthand that conferencing was enabling meaningful and impactful conversations.

Deb is a “been there” leader who has a deep and unique understanding of not only her business but also the roles in her organization. If you ask her about her success, she will tell you she attributes the success of Connex to the great team she has and their dedication to providing the highest level of service possible for their clients. Deb’s hands-on approach to management, coupled with her foresight and business acumen, have helped propel Connex to be one of the leading conferencing and event companies in the market today.

Deb is uniquely talented at translating new ideas into services. She is a long-term thinker and planner who keeps the future in her field of vision—for Connex and its clients.

In 2009, Connex became a certified member of WBENC (Women’s Business Enterprise National Council) and Deb joined the Women Presidents’ Organization.  As a woman business owner herself, Deb continuously looks for opportunities to support other women and minority-owned businesses by choosing them as strategic vendors and/or partners when possible (Thank you, Deb!). Deb also believes in giving back which is why she created ConnexCares. She believes that giving back and connecting people at the community level is a natural extension of what we do.  ConnexCares donates to not-for-profit associations that have touched the lives of her teams’ family, friends, co-workers, and associates.

Aside from being the CEO of her company, she is a graduate from Western Connecticut State University, happily married to her husband Ed, and the proud mother of two children. Deb, we are inspired by your story and your success!

3 Tips to Get Your Marketing Plan to Stick

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Just the other day, I read a stat that 80% of New Year’s resolutions fail by February.  80%!!  What a staggering statistic when you think about all the good intentions and efforts that go into starting the year off right. A marketing plan can be like a New Year’s resolution. It will fall to the wayside if you aren’t investing the time to make it a working plan. It is so easy to lose sight of the important things and get caught up in the “needs of the moment”.  The task of building the plan is a tremendous undertaking and one that requires active steps and a concerted effort to bring to life.  Now is the time to be intentional and make it stick.  Besides, there is too much good work and thinking in that plan to let it go to waste.

Here are my top 3 tips for getting your marketing plan off and running.  I like to call it plan the work – work the plan (P.S., I didn’t invent that, I just love it).  This is the time of year to get to work on working the plan.

TIP #1 – LET TECHNOLOGY BE YOUR SECRET WEAPON

How are you tracking the work?  Have you created a detailed account of deliverables, key dates and project owners?  Consider what technology solutions are available to you or that you can go acquire to help you track plan milestones. These tools are your friends.  You can assign tasks and notify task owners.  Here at the Posse, we use Asana to manage our projects and set tasks.  We can set alerts in the system so that task owners know when a due date is approaching.  We also can have “conversations” about the work in the program so that anyone who is involved with the project can stay up to date.  The beauty of a system like Asana or Basecamp or any other project management tool is that it forces you to think through the execution of an initiative. It takes some discipline, but once you have identified the tasks and entered them in the system, the execution is much easier and more efficient.  Most importantly, when you look at your tasks for the day, you know they are tied to a bigger plan and you are focused on achieving your objectives instead of just “today’s fire drills”. By the way, the fire drills will still be there, but now you can balance and prioritize what needs to get done with what should get done.

TIP#2 – SCHEDULE AND HOST “CHECK-IN” MEETINGS

No technology solution can completely replace face-to-face conversations.  That is why even if you have a sophisticated project management tool in place, it is still important to check in with the team and revisit the plan periodically to ensure that it is on track and top of mind.  I’ve been in organizations where these meetings can be tedious, long, and people dread participating in them.  There are numerous articles and books, to tap into to have a more productive meeting, but I recommend something different.  If the objective is to hold yourself and the team accountable and make the plan a priority, then keep it short and simple and don’t be afraid to make it fun. Make it a pizza meeting and focus on results and challenges only. Celebrate successes with the team. Bring leadership along and if you are leadership, check-in with your teams or find ways to show your team that you are prioritizing the work plan too.

TIP #3 – PLACE SOME SMALL BETS AND BE FLEXIBLE

Now that you have the marketing plan broken down into manageable tasks (that was in tip #1), place some small bets, but stay flexible along the way. The Merriam-Webster dictionary definition of a plan is “a method for achieving an end.”  Sometimes you may get into the work and find out that there is another method that should be considered or maybe the end goal is still correct, but the way you are going about it isn’t working. Rather than making a commitment to the plan, commit to the end goal.  Flex your methods and place some small bets to see what you can test and learn.  Let’s imagine you have a holiday program that starts in Q4.  You aren’t going to begin implementing the plan until much later in the year, but there may be things that you could do now to test the plan.  Are there some “plan b” options that you should be considering?  It is better to find out early that plan adjustments are needed rather than trying to rewrite your program strategy in November.  Be ready to adjust based on the business needs and performance. Something will go wrong or at least, not as planned. So, be flexible and don’t be married to the plan, just to the goal.

Let’s wrap this up, shall we? It’s February and the year is officially in full swing. It can be hard to stay on task when the day-to-day stuff can sometimes take over. So, make time to work the plan you have developed. First, leverage technology to get organized and be efficient. Second, hold yourself and your team accountable (but make it fun!). And lastly, place bets, but be flexible if you run into challenges or are not getting the results you need. You got this!

Cheers!

Danielle Vona
danielle.vona@themarketingposse.com

And P.S. – if you don’t have a plan at all, give us a call…it’s not too late., we are happy to help you get off to a great start for a successful 2019. At The Marketing Posse, we love a good plan. But, we love a good plan that is well executed even more.

Will You Be My Mentor?

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‘Tis the season of giving…and giving back. One of my favorite ways to give back in business is through mentorship. Not only does it feel inspiring to help others, but it is a learning and development opportunity for both the mentor and the mentee. Over and over, you will hear that the mentors get as much out of these relationships as the mentee. So, how do you find a mentor? And once you find one, then what do you do to maximize the relationship?

FINDING MY MENTOR(S)

Some say it seems more difficult for women to find mentors and sponsors, but it really can be tricky for anyone. I’ve found that the strongest “mentoring” relationships are simply based on real and reciprocal relationships.

The naturally formed and long-lasting relationships with former managers, partners, and co-workers have been the cornerstone for me. These people are all mentors though they may not have the formal title. In my career, they have served as sounding boards– whether it’s getting an objective opinion about how to handle a political situation, a difficult leadership problem, or even starting my own business. There are a variety of people that I’ve turned to for advice. And a mentor is exactly that. It’s someone who has experience and talent that you would benefit from. There isn’t a one-size-fits-all mentor – different people can serve different career needs. And just like there isn’t a cookie cutter mentor, mentors don’t need to be senior level VIP’s, they just need to be people whose expertise, experience and advice you respect and trust. I often canvas a wide group to get advice, then mull over their respective opinions to form my own. There’s “give and take” in these relationships. A few months ago, I was approached by someone I consider a mentor to me. He wanted my opinion regarding consulting and going out on his own. It was awesome to be able to provide insight to someone who has provided so much guidance to me.

If you are just starting your career or just looking for a good mentor or two as you grow and develop, here are a few thoughts on how to find them.

  • WORK – At the Office: Look within your own organization, particularly for those individuals who are in different disciplines. These people can often provide the most objective advice since they’re removed from your function. Some of the best career guidance I’ve gotten as a marketing person was from a senior level person in IT.
  • HOME – Family and Friends: Find mentors in unexpected places, like family and friends where you may already have relationships that you haven’t thought to leverage. These people are more than happy to help you and share their wisdom.
  • EVENTS – Network: Attend alumni or professional events and see if there are natural relationships to be developed.  Networking is a great way to explore a variety of people who you may “click” with. Finding a mentor through networking may take some time and planning, but you can make it a goal. For help networking, see our November Blog here.
  • LOOK FOR – I Wannabe You: Target someone with traits or talents you would like to emulate. It doesn’t have to be your specific job. You might want to learn from a mentor who is a brilliant communicator or who does an amazing job managing people. Think about what kind of leader you want to be and find people with those attributes to help mentor you.

Now that you have identified a mentor, how do you go about getting their advice and building a meaningful relationship?

MAKING THE MOST OF MY MENTOR(S)

I have found most of the best practices to be about two things. First, it is about communication, and second, it is about committing to the process and what you want to get out of it. As the mentee, you need to take responsibility for driving the relationship. Here are 4 great ways for you as the mentee to take charge!

  • FIRST, Ask for What You Want – Whether it is “will you be my mentor?” or would you be willing to give me some advice on “x” …you simply have to ask. You might be surprised how open people will be (and often flattered). If you are asking them to be your mentor and you don’t know them well, put some thought into what you need from them. What are you really asking for? For example, you might need an hour of their time once a month where you share challenges and get their perspective. This makes it easy for a potential mentor to say, “yes, I can do that”.  Help them help you.
  • SECOND, Have and Share Goals – Make sure you know what you want to get from the relationship and don’t be shy about sharing that in your very first meeting. You might say something like, “what I appreciate about you is…”, “so I hope that when we are together, I can get your thoughts on…or I can learn…”. This not only helps the mentor understand your expectations, but it is also likely to have them thinking about you when you are not around, so they are ready to share relevant information and insight with you.
  • THIRD, Reinforce the Value – It’s a good best practice to let the mentor know that they are helpful and that their time is and has been valuable to you. You can certainly do that by simply telling them, but it has a lot more impact if you can do this through examples. “I took your advice on x and here is what happened.” Reinforcing you are listening, taking action and looking at results is the most meaningful way to tell them their advice is valuable.
  • LAST BUT NOT LEAST, Show You Care – Get the basics right. These relationships are important, and these people are spending precious time with you. Don’t be late or cancel meetings. You may want to debate an issue with a mentor, which can be great, but you don’t want to argue with their perspective. If you don’t agree, that is okay, but it should never lessen their perspective. And, of course, always say thank you and be gracious.

At The Marketing Posse, we know how important talent development is, which is why we provide strategic guidance and mentorship to enhance and optimize your marketing team.  We offer:

  • One-to-one or small group mentoring sessions to provide leadership relative to real-time issues and initiatives.
  • Team building for your talented and motivated individuals through customized development programs.
  • Development and facilitation of training workshops on branding, marketing, leadership, etc. based on the needs of your group.

Contact me to continue the conversation.

Cheers!

Danielle Vona
danielle.vona@themarketingposse.com

The Art of Networking (Part 2)

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In The Art of Networking – Part 1, we talked about how important networking is and gave you a few tips and best practices. Now in Part 2, we want to talk about how to network. Imagine you are at an event, you are by yourself, not that comfortable chatting people up; what to do…help, please??!!  Some people are really good at this. It’s second nature to them while others have to work a little harder. Whether it is in your DNA or not, these four steps can exponentially help you to be more effective at networking.

1. FIRST STEP IS TO SET GOALS FOR YOURSELF – Why am I networking and how do I measure success?

You might be networking because you love people and want to build a reputation for yourself as a connector. Or you might be networking because you are trying to generate leads for your business. Or you might be networking because you are trying to gain support for a cause you are passionate about. Take a few minutes before the event or networking opportunity to really think about this and set some goals for yourself. Don’t pick too many things or try to do too much. Keep it focused and manageable. You may want to simply meet 3 people you can add to your newsletter distribution. Here is an even better example. Let’s assume I am going to a women’s leadership conference. I might set myself a goal to meet 5 people that are business owners or decision makers in their company. This is nice and specific, but it’s also attainable and doesn’t stress me out. For an event like this, I might even be able to get a list of attendees in advance and target specific people I want to meet.

2. BE A CONVERSATION STARTER– How do I find the right people and what do I say?

The key to getting the conversation going is to engage and ask questions. You may be one of those people who can’t wait to get to the event and start meeting people, but lots of people are not really comfortable with it. You can take away some of that anxiety by having a plan. Let’s imagine I am at that same conference, and I just walked into the General Session. I don’t know anyone. I feel a little disoriented, but I have arrived a little early so I have plenty of time to get acclimated and get the lay of the land.  First, I am going to claim a seat. There is no assigned seating, so I am going to select a table towards the middle closer to the front, but not “in front”. People that are “less comfortable” are likely to sit in the back or people that may want to leave or be in and out sit in the back. Picking a seat closer to the front is likely to have people that are more engaged in the event.  Second, I am going to introduce myself to the people at the table right away…it always seems a little awkward if you wait, but if you do it right away, it breaks the ice and sets the tone.

Now you are sitting next to someone…what do you say and how do you engage in conversation? Don’t be a conversation stopper. Have you met people like this? They give one word answers “yes, no, sometimes”…full stop. Your goal is to invite conversation, so the key is to ask questions and be curious. Keep it about them and get them to do the talking. You can start with something simple, but keep it interesting. Don’t ask them what they do…boring. Get to know them as people first. Ask questions that might be relevant and give you an opportunity to connect. Write out a few things in advance that might be good, relevant conversation starters. For example, I might mention that I’m taking my daughter to college for the first time.  Ask questions about them that helps you find some common ground to relate to (i.e. do you have kids? Favorite things to do on the weekend? etc.). Once you get them talking you can get back around to business. To keep them engaged in the business conversation, a few favorite phrases that work well for me have been things like: that’s interesting, how exactly does that work? Or how did you get started in your role/industry? Or I am not that familiar, what are some of the biggest issues you face?  Get them to tell you more about what they do or their processes with genuine curiosity.

Don’t ask questions in a way that makes people feel like they are taking a quiz. Ask questions that invite conversation and shows your interest. Instead of “Who is your target market?” you might say, “Is there a target market that works best for you?” Most importantly, keep the conversation focused on them and what you can do for them not for your business…just for them. Think about anyone you can connect them with or resources you can suggest. They will remember you more for being helpful than for trying to sell them something. And if they are not part of your goal, that’s okay. They may know someone who is. Make them a connection and add them to your network…then move on. If you feel like you have spent a lot of time and they are not part of your goal, it may be time for a cup of Joe. You can step away and meet someone new.

3. JUST BE REAL – Is all this planning too contrived and salesy?

Having a plan will help build your confidence and help you measure the effectiveness of your time and efforts. Your time is an investment and you want to spend it wisely. So, NO, it’s only salesy if you approach it that way. At the end of the day, we are all just people and networking is about connecting and building relationships. Your conversation starters should be real things about your life, your likes and your passions. All of the planning tactics (goal setting and prepared conversation starters) are just ways to smoothly transition into a networking setting. Being prepared will allow you to relax and engage in real conversation. Think about this – the person you are talking with is probably there for the same reason you are – to make a connection.  When you are yourself, you are making it easier for everyone to have a great conversation.  Be real, genuine and authentic.  When you are talking with them, be focused on what they are saying and be a good listener.  Spend 20% of your time talking and 80% of your time listening…the golden 80/20 rule.

4. DON’T FORGET TO FOLLOW UP – How do I stay connected to the people I meet?

Connecting back with people you have met is the most critical step in the process. It’s a habit you want to create that will be worth it – I promise. It can be overwhelming to feel like you have added more “work” for yourself, so keep it simple. This isn’t like the old dating adage “Give it a few days so you don’t look too anxious.” Follow up right away, the next day if possible. It makes people feel important and that connecting with them was meaningful to you.

As you meet people, you will find interesting ways to reconnect or follow up. You can simply send an email that says “It was great to meet you and I look forward to staying connected”. Then be sure to connect with them on LinkedIn and other social channels where relevant.  It reinforces that you want to stay connected. You can also find more personal ways to connect like “I will send you a few restaurants I love in that town”…then make sure you follow up. I like to put it in my phone right as I am talking to the person, so I don’t forget. It also shows my commitment and reminds me to follow up. Other people might make notes on the back of business cards or right after the event. Whatever your process is, make sure to follow up. Real connections aren’t made in just one conversation. They are made by building relationships over time.

At The Marketing Posse, we know about the power of connections and hope that these tips will help you engage in meaningful and productive conversations at your next event.  Let us know how it goes at your next networking opportunity or let us know if we can help expand your network!

Cheers!

Danielle Vona

danielle@themarketingposse.com

5-Legged Journey to Marketing Magic

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“It’s not just about the destination. It’s the journey.”

 Oftentimes, the companies and individuals I work with feel overwhelmed by the marketing plan process.  It can be a daunting task that involves multiple stakeholders.  Sometimes, just getting everyone together in the same place at the same time can feel monumental.  But, the plan itself does not need to be overly complicated or overwhelming.  Some of the best marketing plans are actually quite simple – clear and concise. Let’s pretend we are going on a ROAD-TRIP (shot gun!)…

A marketing plan, much like a road trip, has three basic sections: (1) the objective – where are we going or our “destination”, (2) the strategies – what route are we going to take to get there, and (3) the specific tactics – what vehicle will we drive. Oh, and as a bonus during the strategy section, we may want to consider alternate routes in case there is traffic or road blocks.

What happens during the course of writing a branded marketing plan is the magic of it. It’s the joy of the journey and the most fun part!  A well-crafted marketing plan is written in collaboration with people across the business and forces conversations on meaty, strategic topics.  It forces teams to recognize trade-offs and align on priorities.  So, the real beauty of the marketing plan lies not just in the plan itself but also the process of getting there (that’s the Road-trip part!).  I want to share my approach to this journey, so you and your teams can achieve marketing magic – a clearly articulated destination and a plan of how to get there with everyone in the car with you.

Journey Leg #1 – Where To?
Setting clear objectives can often feel esoteric.  “Grow the business” – “Get new users” – “Drive Traffic”. Yes, these are all objectives, but they can feel overwhelming and as they are, they don’t really help the team understand what to do or how they can contribute. It’s like telling someone to “just drive south” without telling them how far or what the fastest route might be. I find the best way to set objectives is to break it down… then break it down again. If your objective is to grow 5% in revenue, break it down into dollars, then break it down by quarter, then potential products and channels, etc.  You get the idea.  The more specific the objective, the easier it will be to develop compelling marketing and sales initiatives! Align as a team on the break down so everyone agrees and is headed to the same place.

Journey Leg #2 – Who Cares?
Now that we are grounded in our objective, who is buying? Set aside, for a minute, who we are selling to today, who do we want to sell to?  Sometimes the person who is buying from you today might not be the one buying tomorrow. Or maybe there are new growth opportunities by re-framing who you are selling to. Never do this at the expense of your current customer or buyer but be as aspirational as possible in order to grow. And keep it simple with a sentence like “For people who look like this and act like that and need this…”.

Journey Leg #3 – Why You?
Now, the most critical conversation of all. Why choose you? What are the areas where you stand out from competition and win?  To answer that question, you need to understand the competitors and what they are great at.  There may be some areas where being at parity with the competition is ok and you have to nail the basics.  But there should be areas where you are differentiated and the clear choice. It’s those reasons why people would choose to spend a dollar with you versus other options. Those are the things that stand out and where you have the capability to shine.  This is the cornerstone of your communication strategy.  It tells you what to talk about.

Journey Leg #4 – Why Not?
The most fun and magical part of the process are the initiatives and ideas that bring your strategy to life. What are the specific action items that we can start doing to implement our strategy?  Be sure the tactics are going to help achieve the objective from “where to”.  Don’t get distracted by ideas, recommendations or suggestions that aren’t focused on your goal…it’s just a distraction?  This will likely require trade-offs.  Estimate the value of each idea and build them into your plan.  Make sure your total estimates exceed your goals.  Everything you do may not work, so build in room to experiment.

Journey Leg #5 – Well Done!
The last leg of our journey is all about knowing when we are there. How do we know if we are successful?  As you define your tactics think about how you will measure the success of that effort against the objectives you’ve aligned to. Measure often and don’t wait too long to adjust if something is not working.  There are always alternate routes. Oh, and one last, important note. Make sure to celebrate achievements along the way. It will make the journey all the more magical.

At The Marketing Posse we thrive on helping companies create marketing magic.  If you need help getting started or navigating the planning process, please reach out. We are here for you!  The fall season is a great time of year for teams to have this dialogue and to create solid plans for the next year.

The Art of Networking (Part 1)

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Fall not only kick starts back to school for the kids but also marks the start of a renewed calendar of events from businesses and organizations. From happy hours to speaker series to galas, these are all opportunities for networking and meeting new people.

For me, the meaning of networking has evolved significantly throughout my career.  Early in my professional life, I didn’t network at all.  As LinkedIn become more prevalent, I was keeping in touch with many of my colleagues, but not actively or consciously focused on cultivating my network.  It wasn’t until I left my role at Sonic and was actively looking for a job for the first time that I really felt the importance of networking. Although unintentional but lucky, I had been amassing an amazing network over the years.  In fact, an enormous part of my current network is people I met or worked with during my time at Pepsi…and many of them have gone on to do other great things.  Now that I have launched The Marketing Posse, my network is key to my business.  The people that know me and have worked with me are the ones most likely to hire us.  I landed my first large project with Clear Channel Outdoor as Interim CMO as a direct result of someone in my network; thank you, Matt!

Networking sometimes has a bad rap with the connotation of being superficial and a lot of “work.”  In reality, it is the simple process of building relationships which is critical to growing any business.  No man/woman is an island – and networking helps you not only get business but identify the right resources who can help you once you get the business.

I cannot over-emphasize the importance of networking, but how do you get started?  Here are some tips that will lead to networking success throughout your career:

  1. Take time to keep in touch with people and nurture it – your network is a result of what you make of it…these are YOUR people.
  2. Don’t assume anything, you never know when you may need someone’s help or they may need yours! Networking is not a one-way street.  The strongest relationships are the ones that are mutually beneficial.
  3. Stay current – LinkedIn is a really efficient way to stay in touch, so make sure your profile is up to date. Congratulating you on an anniversary for a job you are no longer in is a bummer.
  4. Always answer comments/emails/phone calls…always. No one likes to be blown off and they are reaching out, so reach back.
  5. Ask for help – most everyone wants to be supportive – take advantage of that and don’t be afraid to speak up when you need a recommendation or introductions.

At The Marketing Posse, we know how important connecting with the right people is. We thank our current network who has helped get our business where it is and our future network for helping us take it to the next level.  We also offer workshops and training programs that are a great platform for networking and meeting new people.  Come join us and expand your network! There is never a downside to meeting new people. Look out for Part 2 of this blog which will get down to the nitty gritty of “how to network”.

Cheers!

Danielle Vona

danielle@themarketingposse.com

 

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Big dreams need bold action. If you’re ready to elevate your brand and partner with a team that’s all in, we want to hear from you. Let’s connect and see what we can create together.

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By submitting this form, you are consenting to receive marketing emails from: The Marketing Posse, 2243 Steven Street, Clearwater, FL, 33759, themarketingposse.com. You can revoke your consent to receive emails at any time by using the SafeUnsubscribe® link, found at the bottom of every email. Emails are serviced by Constant Contact
We’re always creating, connecting, and making things happen. Let’s stay connected. Join us and unlock the possebilities.

Swing By

685 Main St, Ste C
Safety Harbor, FL 34695 USA

crew@themarketingposse.com
+1 (727) 755-6780

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