Don't Crash the Party - Tuesday, May 17, 2011

I was volunteering at a community art show recently, passing out programs to a crowd who had come to experience the free kids’ art activities, stroll artist booths along the street and enjoy some culinary treats from neighborhood restaurants. Its an annual event sponsored by a non-profit organization, and well-attended each year. I noticed a woman with a clipboard standing nearby. At first I thought she might be taking a count of how many people were coming to the show, but then I noticed her approaching folks and went to investigate. Turns out she wasn’t a volunteer for the show at all, and her clipboard held a petition she wanted people to sign. She was there to take advantage of the large crowd of potential signers and had posted signs about her issue.

This reminded me of all the times I’ve been in a store parking lot and had someone approach me selling candy, raffle tickets, and other solicitations. Its not enough that I’m bombarded with requests for my time, money and attention on the television, on the internet, at my front door, on the phone, and in my mailbox. I’ve been approached while unloading groceries in my driveway and while digging weeds in my garden. Worthy causes await me at traffic stops. 866 callers wake me up at 8:00 a.m. Sometimes the best place to be is driving my car with the CD player on. I do my part to make the world a better place, but frankly, I’m tired of being treated like a commodity on a daily basis.

The only time I DON’T mind being treated as a potential asset is when the Girl Scouts set up a table at my grocery store. I can’t resist their earnest little faces or those Do Si Dos. I’d actually call selling Girl Scout cookies a community SERVICE.

The Clipboard Lady didn’t like my suggestion that people weren’t coming to the show for her political cause. As worthwhile as her cause is to her, its still her personal agenda and she decided to bring it--uninvited--to a social event. She told me she had the right to do that on public property. But I sure wish she would have set up shop on the sidewalk outside the county courthouse, instead of “crashing the party” at a Sunday afternoon social event.

Keep in mind that those you want to interest in your sales approach, whether its a product or an idea, are more likely to respond if you choose the right place and time. Know your audience, and don’t make a bad impression by infringing on their space.

--Deb Davidson
Associate, E. Sue Huff & Associates

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Branding - Tuesday, April 6, 2010

To understand the marketing concept of "branding" just think back to the Wild, Wild West. Ranchers branded their cattle with a distinctive mark as a way to make sure they received payment for their cattle at the point of sale. The "brand" was, in effect, a logo, and its symbol became associated with all parts of the rancher's business.

Today's branding of your "business" property is far more involved than simply creating a great logo. Why? Your logo is like a small ad for your company, but branding is the marketing strategy behind the logo. Besides having a company logo, you need to develop a brand strategy.

Your brand resides within the hearts and minds of customers, clients, and prospects. To succeed in branding, you must understand the needs and wants of your customers and prospects. Your strategy must allow your audience to recognize that you are talking specifically to them. This often requires companies to narrow down their target market. Just ask any fisherman how to catch their specialty. For some, casting a wide net into the ocean is best; for others the key to success is using specific bait in a well-stocked pond.

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