I attended a meeting earlier this week with several proprietors and after the meeting, as we shared some adult beverages, one proprietor said, , “Fred, what do you think of all this new technology, you know Facebook, Twitter Email, Instagram, Pinterest, uh what the heck is Pinterest?”
I didn’t know where to start to answer the question so I started this way.
“Jim”, I said, “Technology as it is today is designed for one thing and one thing only. At best it communicates the right offer to your ideal customer at the right time to get the response you want.” At worst it is a confusing jungle of technological widgets, pixels, SEO marketing tactics and funnels to direct people to the next message out there. I probably get 10 to 15 emails a day from gurus promising to get me up to speed on this technological gobblygook.”
The problem is, and I suspect many of you feel the same way, I DON’T WANT TO LEARN THE TECH OF THIS STUFF but I do want to know, in detail how it works and what the metrics are for success or failure. I’ll let the techy guys who I trust to handle it and their keyboard magic. I would no more try to fix an exotic car, when there are so many more people who ALREADY know the techy stuff. So why spend your time learning to do that when you can “rent a techy.” What they might lack is your vision of what you want your business to be. That’s your responsibility: to communicate all the good things about your business with similar but different messages to your various target audiences.
So instead of obsessing over these technological tactics to differentiate your center; make more customers aware of your center or brand; create trust; convince people to buy and of course you want it to happen yesterday. I get it!
These are all admirable tactics and it’s also the reason, when we prioritize tactics over strategies, we all too often fail.
If you are realistic and want to be a realistic marketer, you MUST think strategy first and tactic second. Otherwise you’re just throwing it against the wall. The problem here is that the WRONG thing might stick and then you have real issues that will make you crazy.
Here are some tips to be a realistic marketer:
- His whole philosophy is to “make a difference one person at a time.”
- She understands that she must create programs that people love, not make people love his existing program.
- He obsesses over how to create a better experience in his center and how that will impact their lives in a positive manner (making a happy memory)
- She trains her people “to serve” and questions how they feel about “improving” every day.
- He doesn’t look for instant gratification. Even God took a week to create the universe
- Her goal is to gain customers and open play bowlers trust by being a force in the community which is one way to prove “trust.”
The old marketing axiom, “Plan your priorities today because they will impact what you do tomorrow is still true regardless of the technological expertise out there.
Create your vision, determine your strategy…then rent a techy
And I Hope that’s A Reality Wake up Call for All of Us