tag:blogger.com,1999:blog-91933408992100709232024-03-13T01:54:46.507-07:00Keith Chambers Marketing InsightsHi, I'm Keith Chambers. I have been developing the critical Selling Propositions (sales messages) for Fortune 100 companies for over 25 years, in addition, I am a global Keynote Speaker. With this blog, I will be sharing many of the marketing and sales insights I have developed and routinely use with my clients.
If you'd like to work together you can contact me at www.chambersgroup.com/ Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.comBlogger49125tag:blogger.com,1999:blog-9193340899210070923.post-18298236770839090992013-05-24T16:30:00.000-07:002013-05-24T16:30:21.695-07:00Bait & Switch…maybe<div style="text-align: justify;">
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>I travel
back and forth from LA to New York on a regular basis and have had many friends
on both coasts complain about the $47. massage. </span>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>My
experience is that the going rate for a massage is around $60. or more for an
hour. I think the American standard is set by those one-hundred thousand plus
skin and nail care salons that are scattered across our great nation. When I go
to mine, I am encouraged to run up the bill one minute at a time. An extra ten-minute
foot, hand or shoulder massage is always tracked by the little egg timer… a
dollar per minute. </span></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>Several months
back, I was taken by a sign outside “The Massage Place” that read $47. massage.
<span> </span>“The Massage Place” is a west coast
company offering this proposition. I’m no fool. I know a bargain when I see it.
I called, confirmed the $47. one-hour massage and booked it.</span></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>When I
arrived, the place was busy and I was asked to wait for a few minutes. While
doing so, I did not notice a very small sign in a frame on the front desk. That
little sign became relevant an hour later.</span></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>I was
called soon, introduced to my massage therapist and received a very good
massage. Upon completion, the massage therapist thanked me then left the room.
I dressed and as I did, I noticed a large sign on the wall next to the door
that recommended I tip the massage therapist $20. I got the impression that I
had just rented the room from the “The Massage Place” and now needed to
compensate the massage therapist separately. I did the math. Forty-seven and
twenty are sixty-seven which is no bargain. I felt duped. And yes, this is what
the little sign in the lobby was all about.</span></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>This is not
the old Bait and Switch. That is where they simply trade you up to something
more expensive. This was close. This is a clever twist on it to be sure and is
what my friends were complaining about. </span></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>So, ask
yourself. Is this cheating? Is it an unfair trade practice? Should something be
done?</span></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>I say no. It’s
really smart marketing and I love it. These people have stimulated the massage
category with a simple change to the Selling Proposition. I do it all the time.
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>As a
consumer, I am an incurable early adaptor and I always go for the deal. Even
knowing I had encountered the age old “if it’s too good to be true” pitch, I
still went for it. I love watching <i>Locked
Up Abroad</i> on TV and am always blown away with the total disregard for a
little scrutiny even when faced with a prison term in a foreign country. </span></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>My hat is
off to the folks at “The Massage Place” for rejuvenating the massage
category…our economy needs the boost.</span></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>The
learning here is to take a good look at your sales message to see where you can
rework it to make it appear Remarkable to your target consumer. </span></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>Cheers,</span></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span><span style="font-size: medium;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">Keith Chambers</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><span style="font-size: small;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><span style="font-size: small;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><span style="font-size: small;"><span style="font-size: small;">www.chambersgroup.com</span></span></span></span></span><br />
</span></span><br />
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<span style="font-size: xx-small;"><i>follow my blog by clicking one of the links below</i></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span>Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-85563963972415210062013-02-12T13:26:00.000-08:002013-02-12T13:29:03.608-08:00PRECIOUS MEMORIES…MARKETING?<div style="text-align: justify;">
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">I got an email last week from
Ricky Farmer telling me his sales have increased 250% since I repositioned his
business about a year ago. He expressed his gratitude very eloquently, which
put a big smile on my face. At the same time, I realized I had completed this
project without sharing it with friends and clients. I have always assumed that
those who read my blog are only interested in what I do for the big well-known
brands. As it turns out, my staff says, “not so.” So here you go. The smallest
client I have ever worked with and yet this project was no less of a job than
repositioning the Miss America beauty pageant.</span></span>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">It started last year when I
created America’s Marketing Makeover and agreed to do it on the Big Biz TV
show. The idea was to select a small business and reposition it based on all my
BIG business marketing experiences with America’s most famous brands. The
producers loved the idea and broke it into eight staged out segments on the
show.</span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKPHa0qR45FdviKLXC-HuGWRzwQNrTGkLny9M-SspLCW7Ca96gbyqmyouJya3cK_h9q3gMqBPboXFIlD2W6Woo-WCHEk_dHB8iVAZwOlpcaurV_WWnj2zIFUFjhcM9a3Rb1WZCz1NisHA/s1600/MARKETING-MAKEOVER-LOGO.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="231" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKPHa0qR45FdviKLXC-HuGWRzwQNrTGkLny9M-SspLCW7Ca96gbyqmyouJya3cK_h9q3gMqBPboXFIlD2W6Woo-WCHEk_dHB8iVAZwOlpcaurV_WWnj2zIFUFjhcM9a3Rb1WZCz1NisHA/s400/MARKETING-MAKEOVER-LOGO.jpg" width="400" /></a></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="color: red;"></span>I selected a small pet
crematorium located in Cleveland, Georgia and have since been asked many times
why pick that? It’s simple. I interviewed many business owners and one stood
miles above all others. I’m referring to “salt of the earth” Ricky Farmer. One
phone conversation and he had me. I had to help this guy. You can meet Ricky
for yourself by viewing the recap below from the Big Biz Show. You will soon
see what I mean.</span></span></div>
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<span style="font-size: 14.0pt;"><iframe allowfullscreen="" frameborder="0" height="315" src="http://www.youtube.com/embed/seRD1A1ih_Y" width="560"></iframe></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Ricky’s business fate pretty
much hangs on a small brochure that he places in veterinary offices and
hospitals within a thirty-mile radius of Cleveland, which is about sixty miles
south of Atlanta. </span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Unlike the big brand
Positioning I routinely work on, there was no budget for anything on this
project. On this one, I draw on my years of learning from watching consumers
react to the positioning stimulus I have developed across tons of assignments.
Over time, I have become deadly accurate at organizing a powerful and
compelling Selling Proposition, even without the advantage of research. The key
changes were as follows: </span></span></div>
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</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">FRONT PAGE:</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">-We designed it to be light
in nature knowing that the consumer is most likely pretty stressed out.</span></span></div>
<div style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">-We created the benefit to
strike at the heart of this emotional event. The line, “Peace of Mind at a Sensitive Time”
speaks directly to the experience we knew the consumer wants.</span></span></div>
<div style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">-We added three statements
(drivers) that support the benefit.</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">-We added a photo that we
knew would exude confidence needed to trust the Benefit statement.</span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhyDW07cJ6hMosbGKtfqOphI-7l59hvuqaWZZW2Yph08m2vlY8ptIBk-XZ5XAJrsauEW-sBR8RqBJIMSoJtnnwVxidrCr8FXYXdhKstaSNe-Odh0MEydLf49DBLiAFqmNC0toa_CDs-bBE/s1600/Brochures_front.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhyDW07cJ6hMosbGKtfqOphI-7l59hvuqaWZZW2Yph08m2vlY8ptIBk-XZ5XAJrsauEW-sBR8RqBJIMSoJtnnwVxidrCr8FXYXdhKstaSNe-Odh0MEydLf49DBLiAFqmNC0toa_CDs-bBE/s1600/Brochures_front.jpg" /></a></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">BACK PAGE:</span></span></div>
<div style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">-Knowing Ricky already had
client references, I looked for an endorser that would qualify as a celebrity.
I found it. His quote, “The greatness of a nation can be judged by the way its
animals are treated” hit the mark perfectly. Gandhi said it, we lifted it and
Ricky’s clients loved it. Frankly, I think Gandhi would be very proud to
represent Ricky’s business and even if he were alive, he wouldn’t send Ricky a
bill for doing so.</span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-Ulwk3crHujctm6nlfcFWO39qn74pwtUqfJu5OaYQzESjpMpKTXmHtwAyyMNz1kBTJdB6yODC4qc4vLQHxM25LqRyQgWoEAikjBNGEJE808klMin3vJeK7ZWCRPL1Z2W2U2B95XrksNw/s1600/Brochures_back.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-Ulwk3crHujctm6nlfcFWO39qn74pwtUqfJu5OaYQzESjpMpKTXmHtwAyyMNz1kBTJdB6yODC4qc4vLQHxM25LqRyQgWoEAikjBNGEJE808klMin3vJeK7ZWCRPL1Z2W2U2B95XrksNw/s1600/Brochures_back.jpg" /></a></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">INSIDE PAGES:</span></span><br />
<div style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">The inside pages are
important, of course but in this case, the purchase decision is made based on
the words and graphics used on the front and back.</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"></span></span><span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Nothing else about Ricky’s
business circumstance changed during this period. The radical increase in his
business is simply based upon the Marketing Triggers we used to restructure his
Selling Proposition. </span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Working with Ricky was great
fun and as rewarding as any project I have ever taken on. Along my career path,
I have learned something new about becoming a great marketer on every
assignment. On this one, I learned more of what it’s like to be human.</span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: medium;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: medium;">Cheers, </span></span></span><br />
<br />
<span style="font-size: medium;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: medium;">Keith Chambers</span></span></span><br />
<br />
<span style="font-size: medium;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: medium;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: medium;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: medium;"><span style="font-size: medium;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: medium;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: medium;"><span style="font-size: medium;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: medium;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: medium;"><span style="font-size: medium;"><span style="font-size: medium;">www.chambersgroup.com</span></span></span></span></span><br />
</span></span><br />
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<span style="font-size: x-small;"><i>follow my blog by clicking one of the links below</i></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span>Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com4tag:blogger.com,1999:blog-9193340899210070923.post-88181907793396965412013-01-14T17:41:00.000-08:002013-01-14T17:41:09.547-08:00Something For Nothing...Yes!<div style="text-align: justify;">
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>Do you remember the Beatles<span style="font-size: large;"><u><span style="color: #0000ee;">'</span></u> </span>song “Love, Love Me Do?”
Well, you can use it, its title, its lyrics or melody free of charge because
yesterday it became fifty years old and is now considered public domain
property. This is true in Europe, whereas it takes ninety-five years in the US.</span></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg6nQLrbeeMSxJU2aY5eVgO1Jd4jVk00T-wsoQ6S59GYOoLGKJh-2TR0xCtDHhK0C8nc0cxqCNjFEqDvJ_sSaZ80-yP7RutYIrGGTiM853nr6ixAC-mTewoyf_sqO40S8oVCks29lEcn2c/s1600/images.jpeg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="231" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg6nQLrbeeMSxJU2aY5eVgO1Jd4jVk00T-wsoQ6S59GYOoLGKJh-2TR0xCtDHhK0C8nc0cxqCNjFEqDvJ_sSaZ80-yP7RutYIrGGTiM853nr6ixAC-mTewoyf_sqO40S8oVCks29lEcn2c/s320/images.jpeg" width="320" /></a></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>Disney has known this from the time they produced
Cinderella and all those old fairy tails that followed. No royalty needed. Did you
notice the blatant use of the title Hansel & Gretel? It matters not that it
bares almost no relationship to the original story. They have a well-known,
highly memorable movie title and do not have to pay for its use. Very smart.</span></span></span></div>
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<div class="separator" style="clear: both; text-align: center;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhM3wjEo80hEE8cNpwdheEFlBkXJhqxLEq9CUIKz-3ShBqxUNc9jqR50ZdItgsy83xnQ4BtRtqSgnBCcADp9HTGGQvsD5CVjxIoKgFcPTzQa8jJKgYEXecNrVfYPhMef3YlzWVC7IVQJqg/s1600/hansel-and-gretel-witch-hunters-poster-image.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhM3wjEo80hEE8cNpwdheEFlBkXJhqxLEq9CUIKz-3ShBqxUNc9jqR50ZdItgsy83xnQ4BtRtqSgnBCcADp9HTGGQvsD5CVjxIoKgFcPTzQa8jJKgYEXecNrVfYPhMef3YlzWVC7IVQJqg/s320/hansel-and-gretel-witch-hunters-poster-image.jpg" width="204" /></a></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span></span><span>You can go further with this concept and take it to a
product endorsement, or have it seem so. </span></span></span>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>Early last year, I did America’s Marketing Makeover on
The Big Biz Show where I took a tiny business in Cleveland, Georgia and
transformed its Selling Proposition into a powerful message. The result is that
Precious Memories, a Private Pet Crematorium experienced a 250% increase in
sales in less than a year. An important piece of this message was an
endorsement that its owner, Ricky Farmer, paid nothing for.</span></span></span></div>
<div style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>If you were to read Ricky’s brochure, you would see
the following quote. “The greatness of a nation can be judged by the way its
animals are treated.” Gandhi.<span> </span>The
inference is that there is a relationship between Ricky Farmer and Gandhi.</span></span></span></div>
<div style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span>So, how can you take advantage of this in your Selling
Proposition?</span></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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<span style="font-size: small;"><i>follow my blog by clicking one of the links below</i></span></div>
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<span style="font-size: xx-small;"><a href="http://fusion.google.com/add?feedurl=http://feeds.feedburner.com/KeithsWeeklyInsights" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="Add to Google Reader or Homepage" height="17" src="http://buttons.googlesyndication.com/fusion/add.gif" style="border: 0pt none;" width="104" /></a><a href="http://add.my.yahoo.com/rss?url=http://feeds.feedburner.com/KeithsWeeklyInsights" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;" title="Keiths Weekly Insights"><img alt="" src="http://us.i1.yimg.com/us.yimg.com/i/us/my/addtomyyahoo4.gif" style="border: 0pt none;" /></a><a href="http://feeds.feedburner.com/KeithsWeeklyInsights" rel="alternate" title="Subscribe to my feed" type="application/rss+xml"><img alt="" src="http://www.feedburner.com/fb/images/pub/feed-icon32x32.png" style="border: 0pt none;" /></a></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">
</span></span>Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-56321471565217778882012-11-30T16:02:00.000-08:002013-01-14T17:52:53.613-08:00“Made To Be Broken”<div style="text-align: justify;">
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">“Rules Were Made to Be Broken”. The funny thing about clichés
is the definition and the reality. The dictionary says “an overused expression.
I say it is a time tested and proven truth. This is<span style="color: red;"> </span>a
cliché that I have never subscribed to until recently.</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">In the world of marketing, I have created my own set of
rules and rarely break them. The reason is simple. Just about every time I see
someone else break one of them, failure follows. Why these failures occur so
often is simple. All of my rules are based on observation. That means they are
real and in turn reliable. You see, I monitor them on a regular basis and if
one changes, I change the rule. Endemic to the process is reality. You see they
are not based on my judgment, my opinion or my brilliance; they are simply based
on my observations. </span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Given that, I rarely break them myself or see my own rules
broken by others with success. I however will share a rare one with you today.
In doing so, I will further invite you to break this rule because I have
recently done so myself.</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">The rule I am referring to is this. The perfect pathway to a
favorable purchase decision has three steps. </span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">1)<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;">
</span>Get the target consumers attention to your
Selling Proposition.</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">2)<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;">
</span>Immediately communicate your Brand accompanied
by your generic Descriptor.</span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 44pt; text-align: justify; text-indent: -0.25in;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">3)<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;">
</span>Move them next to your Benefit, accompanied by
your strongest Attribute Drivers.</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Those three steps need a great deal of explanation that I
have detailed in my book “Pull” and in several other blogs but will skip here
today.</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Notice two things about these three steps. First, the
leading communication is the Brand name, which I say should have lots of
character and be short, poetic and memorable. Secondly, the Benefit is third on
my list of steps and is accompanied by its Attribute Drivers. This scenario is
almost always an integral part of all marketing recommendations I make to my
clients.</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Here is a break in that scenario that can work. It is
creating a brand name that is in itself a Benefit. This sounds easy but is so
easy to screw up that I recommend you not try it because it will backfire on
you far more often than it will work. </span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Way back in my early days, I was working with Bill Gross,
the genius behind Knowledge Adventure, children’s educational software. At that
time, a brand called Reader Rabbit was dominating the category. The assumption
was that a rabbit would make it fun for kids to learn. It worked, until we launched
Bills product entry in that category, Jump Start Kindergarten. Jump Start
simply trumped the Reader Rabbit positioning by communicating that it will give
your kid an advantage over the other kids. The rabbit died a sudden and just
death at the hands of Jump Start and the Jump Start line continues to flourish
to this date.</span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjPyzxHn5soFpQkQKZ5O10hAPrQEdqKy7-xBOpIF7CozCNGBfrkguoP0YPHe-nKbur_pBdecwBfSJKQOHE1Owu22Nu0cpKRUz3tObUE9QAXY0uKgJ42yeDgJ482Mf0M0BwvV1PSlQj15Bo/s1600/Jumpstart.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjPyzxHn5soFpQkQKZ5O10hAPrQEdqKy7-xBOpIF7CozCNGBfrkguoP0YPHe-nKbur_pBdecwBfSJKQOHE1Owu22Nu0cpKRUz3tObUE9QAXY0uKgJ42yeDgJ482Mf0M0BwvV1PSlQj15Bo/s320/Jumpstart.jpg" width="320" /></a></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">In all honesty, I did not realize it at the time but Jump
Start was a benefit incorporated into the Brand name. Even if you think real
hard, you are unlikely to identify many others. I can think only of four. One I
have been familiar with for over ten years is “Move Free”. Move Free is a nutritional
supplement that simply has Glucosamine and MSM to help relieve the symptoms
associated with worn out joints and is a very unremarkable product. It is a
formula that has been around for many years. It is however a very successful
product and I think its naming has been a significant factor. As I look back at
it, knowing who named it, I am reasonably sure it was done without the benefit
of this observation…in other words, probably lucky.</span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi9KLgm_1D4iRIAr-fd1lqgF-8PCHBDdn09KE4KfPvbTT4zTfvciF0-PEkGvLOkxZViEUvImtg9SfCW19OPyRL1cIQJtPUhyphenhyphenTzngAO9G7-Zjl9Dl7kNY8m0eLWiq7faGRs9mf8VBcW_z80/s1600/Move+free.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi9KLgm_1D4iRIAr-fd1lqgF-8PCHBDdn09KE4KfPvbTT4zTfvciF0-PEkGvLOkxZViEUvImtg9SfCW19OPyRL1cIQJtPUhyphenhyphenTzngAO9G7-Zjl9Dl7kNY8m0eLWiq7faGRs9mf8VBcW_z80/s1600/Move+free.jpg" /></a></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"></span></span><span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Another is the newly introduced “Skinny Girl Margarita’s”
line of cocktail mixes. An absolute “killer” Benefit if you are a modern lady”</span></span>
<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisK8h56ehdr3kZxbE49CUYDmPGmM4ybHWyGNCSlC0jIXQc28yoqbfbKCFuvMkEeTtyxwKO3jqy1sH8qbiNmRsVrZ1oXct9SO3g29f4lmBYsdu36_-J9PvFpRPkHOF-kf7NBY6mMUoxFSo/s1600/skinny-girl.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisK8h56ehdr3kZxbE49CUYDmPGmM4ybHWyGNCSlC0jIXQc28yoqbfbKCFuvMkEeTtyxwKO3jqy1sH8qbiNmRsVrZ1oXct9SO3g29f4lmBYsdu36_-J9PvFpRPkHOF-kf7NBY6mMUoxFSo/s320/skinny-girl.jpg" width="256" /></a></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="color: red;"><br /></span></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">There is one more. I am very proud to share that I was
instrumental in the launch of two very successful Arm & Hammer laundry
detergent products a few months back and one of them belongs in this blog. They
are targeted to two very different and unique users. One, “Crystal Burst”, is
targeted to sophisticated users and the other, “Toss N’ Done”, is targeted to
people like me who just want to get it over with. Toss N’ Done is the benefit.
It’s about me, not the product.</span></span></div>
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhUWpzTd3ildVRt303OeSQeK-bVZuokNNjmZVV_8aD3UzhpawEbWukWwoKRUuzEa3OcoHb-tLWkxjVphb_xX1XPC_przSvd6KQZ9zIlEK-1BvyzbWhqper9zsenxJPUgtc3muT3kZ_b6zo/s1600/arm-hammer.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhUWpzTd3ildVRt303OeSQeK-bVZuokNNjmZVV_8aD3UzhpawEbWukWwoKRUuzEa3OcoHb-tLWkxjVphb_xX1XPC_przSvd6KQZ9zIlEK-1BvyzbWhqper9zsenxJPUgtc3muT3kZ_b6zo/s320/arm-hammer.png" width="320" /></a></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="color: red;"><br /></span></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"> Of these four examples, I created two and I love that I did.
By the way, KUDOS to all those who helped me do it. I’m a very lucky dude who
gets to work with great people.</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Having said all that, here is why you may not want to try
this. If you screw this up it will backfire on you. Benefits are very sensitive
for target consumers. Without the accompanying Attribute Driver, they are often
considered fluff and <u>dismissed</u> by target consumers. Dismissed means NO
SALE. If you have the luxury of research, go for it. If not, this is a trap and
it will nail you. Remember, humans are looking for what is wrong and fluff will
feed into that characteristic. Without research you will never know until you
launch it. Asking all your employees and friends is not research, in case you
were headed in that direction.</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">So, do what you will, but watch out for the traps.</span></span></div>
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<br /></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Good Luck and let me know if you do.</span></span></div>
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-55028672890899978072012-10-19T18:01:00.000-07:002013-01-14T17:52:26.301-08:00Mayor Bloomberg vs. Trojan Vibrators<div style="text-align: justify;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjjs8cnxC2lfA15eXPXP0fRLxEhVZ3YOwdgr6TtvhpLRZmEmcgipJCi6Sb9nHCyRQyxlO_KSfxn-oQLZ76F7VSyTObOaw4pFx2oFYUsLNcxB1YqHmZyin5iGHIjndQvhmmdct_qz-A1cwI/s1600/title-Trojan.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="249" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjjs8cnxC2lfA15eXPXP0fRLxEhVZ3YOwdgr6TtvhpLRZmEmcgipJCi6Sb9nHCyRQyxlO_KSfxn-oQLZ76F7VSyTObOaw4pFx2oFYUsLNcxB1YqHmZyin5iGHIjndQvhmmdct_qz-A1cwI/s640/title-Trojan.jpg" width="640" /></a></div>
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<br />
<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">Sometimes
marketing is a lot of work and sometimes marketing is just plain fun…last week
it was amazing fun. Trojan vibrators took on the Mayor of New York and the
Mayor backed down. </span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">Many
months ago, I got the assignment to work on positioning Trojan vibrators. The
challenge was straightforward. Vibrators have been fully accepted by the
American public for wide use for a long time, but we Americans have not yet
admitted to ourselves that they even exist. When is the last time you had
vibrators casually enter a discussion in mixed company. Probably never.</span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;"><br /></span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">For years,
I have observed vibrators are identical to Twinkies in many respects and they
are: Consumers purchase millions of each on a
daily basis but as soon as we need to recruit purchasers for Focus Groups,
they are hard to find. People just don’t want to admit to using vibrators or
eating Twinkies. My two sons are the exception. They would never question my
purchase or use of a vibrator. On the other hand, I am clear, they would nail
me for eating a Twinkie. By the way, two Twinkies covered with fresh
strawberries and whipped cream are to die for.</span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;"><br /></span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">So the
assignment was to develop a Selling Proposition (sales message) that accurately
defines these products and at the same time characterizes them as efficacious.
Why efficacious? Because they are and they need to be characterized that way so
they will be accepted by Walgreens, CVS and other retail stores for easy
access. Americans should be able to purchase vibrators without going into an
adult bookstore and thanks to Walgreens and CVS they now can.</span></div>
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<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgobdRjJCGb7hCOPLnQtwXVQpDVynzB3bX70Ns60xENLe5-7u1GTTk9mJ98uhLaxWA18ty1velXsMknLGjcVN22i09lCqGkuHJzSzd_pKbv-pjrRy6hwFb9Pnq2KQb_bsjE1wViEp_fAQs/s1600/Trojan+3-pack.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="185" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgobdRjJCGb7hCOPLnQtwXVQpDVynzB3bX70Ns60xENLe5-7u1GTTk9mJ98uhLaxWA18ty1velXsMknLGjcVN22i09lCqGkuHJzSzd_pKbv-pjrRy6hwFb9Pnq2KQb_bsjE1wViEp_fAQs/s320/Trojan+3-pack.jpg" width="320" /></a></span></span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">On
Monday, the kind folks at Trojan began giving vibrators away in Manhattan to
promote their arrival in local drug stores and pharmacies. The reaction was, in
my mind, bizarre. It was as if they were handing out guns. The NYPD simply did not
know what to do. The Mayor, in a knee jerk reaction, decided to ban Trojan from
doing so. Hello mayor…what were you thinking?</span></div>
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<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgJunhPSmI55ayUSpQdCkhIIpw0H5kSMZrvaFqrovKxAU8IcAfeNXci2YtUl03gi3QJ_iSNrYa73U5_or7WV22yi-0zpsKhkVauAYzgmifRWzowgIkKbfI4AHS1GuEXsJSyqnTb3u3tFlA/s1600/Image1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="197" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgJunhPSmI55ayUSpQdCkhIIpw0H5kSMZrvaFqrovKxAU8IcAfeNXci2YtUl03gi3QJ_iSNrYa73U5_or7WV22yi-0zpsKhkVauAYzgmifRWzowgIkKbfI4AHS1GuEXsJSyqnTb3u3tFlA/s200/Image1.jpg" width="200" /> </a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgwuq0Qt2nTLib_PQp5_IAZMUsYLEqnQdGbfTIJp5Fzuvdd7UnFvLkl2-nrH1FY3xbCRw_Z6l-ROOeI4goNMZ7fDx-2iPk86mD67ao4CaYcWoj5Rw56kMw6oKSRCVxauG84sGblZN9er_0/s1600/Image2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="199" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgwuq0Qt2nTLib_PQp5_IAZMUsYLEqnQdGbfTIJp5Fzuvdd7UnFvLkl2-nrH1FY3xbCRw_Z6l-ROOeI4goNMZ7fDx-2iPk86mD67ao4CaYcWoj5Rw56kMw6oKSRCVxauG84sGblZN9er_0/s200/Image2.jpg" width="200" /></a></span></span></div>
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<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span></div>
<div style="text-align: center;">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><iframe allowfullscreen="allowfullscreen" frameborder="0" height="315" src="http://www.youtube.com/embed/R5TJHRquEM8?list=PLDE5E5342DD85FB86&hl=en_US" width="560"></iframe></span></span></div>
<div style="text-align: justify;">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span></div>
<div style="text-align: justify;">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">After a "social media" uproar from the public, the good mayor reversed himself and the people of
Manhattan are happily back to normal again. </span></div>
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<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span></div>
<div class="separator" style="clear: both; text-align: center;">
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXSaqMX7G9TN5jDTQI-IJsOhynwPyZsIrhPGPtDUHECyzHQB5mNdFhm5V-EX-5A9hDzxFsB8_okNyMC1TRIe2r29oRySrrWKI00TqVRmaYerkrCE2xxoiQRYHDO0ql6fz70PTS1rHFstI/s1600/Screen+Shot+2012-10-19+at+3.06.02+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXSaqMX7G9TN5jDTQI-IJsOhynwPyZsIrhPGPtDUHECyzHQB5mNdFhm5V-EX-5A9hDzxFsB8_okNyMC1TRIe2r29oRySrrWKI00TqVRmaYerkrCE2xxoiQRYHDO0ql6fz70PTS1rHFstI/s320/Screen+Shot+2012-10-19+at+3.06.02+PM.png" width="295" /></a></span></span></div>
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<br /></div>
<div style="text-align: justify;">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">What I would like to know is: Where are
Barack and Mitt on this issue? Can we pass out free vibrators in Salt Lake City?
It’s on the schedule…so stay tuned. </span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;"><br /></span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">What do
you think? Is it ok to hand out free vibrators?</span></div>
<br />
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<span style="font-size: large;"><br /></span>
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com1tag:blogger.com,1999:blog-9193340899210070923.post-7117270559405835302012-10-01T13:17:00.002-07:002013-01-14T17:52:12.733-08:00“IF IT WORKS, DON’T FIX IT”<div style="text-align: justify;">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">I have been in a series of
discussions with a U.S. based company who is currently marketing a well-known
consumer service. They are particularly excited that they are doing well in
this lousy economy. I would be too. My natural reaction was to ask what they
plan to do next to move the business forward to which they responded; “we’re
going to ride this baby for a while”.</span></div>
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<span style="font-size: large;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">Stop here and ask yourself
what you think of that reaction and let’s see if it aligns with mine. What they
are saying is that they are going to do nothing until their business turns
down. In my world that is a <u>losing strategy</u>.</span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-size: large;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">Many of the assignments I get
are simply the result of a client sitting on success. There is an old saying, if
it works, don’t fix it”. That sounds correct and a very “cool” saying on the
surface but read this carefully, “NOTHING, THAT’S NOTHING, COULD BE FURTHER
FROM THE TRUTH.” Do not fall into that trap. Thirty-five percent of my
assignments are due to a business in trouble because of that philosophy. </span></div>
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<span style="font-size: large;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">This is really simple. Every
category of product or service I have ever been in has operated as a dynamic.
The only thing you can absolutely count on is that nothing will remain as it
is. What’s next is coming. Your choice is to be the cause of it or you will
surely be at the effect of it. Being at the effect of what’s next is usually
very painful.</span></div>
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<span style="font-size: large;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">If you are on top and
waiting, you are guaranteed to fall. The easiest and most effective area of
marketing for you to create what’s next is in your sales message. If you are
making a series of simple yet effective changes to your selling proposition,
you will become the leader in your category. Your competition will be reacting
to you just to keep up and that posture guarantees you will grow and they will
shrink. There are many examples of this kind of activity. Simply look at Tide,
Southwest Airlines or Allstate Insurance. Relatively small, consistent and
innovative changes in their products and services and their accompanying sales
messages have kept them on top. </span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj4WmhwNEwdzZQmfalBJxFeo_BM5L8N-TFYK9u9sXrH8qZHFvtBSrTSOzPslRew9g0O6k9iJFppuVqWb2VgoB_a1d18Tj7i8sig3nuuZBvLZHNX07w_BVlucQEmhT4wUSO3CwadcCm9Bw4/s1600/All+3+logos.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="77" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj4WmhwNEwdzZQmfalBJxFeo_BM5L8N-TFYK9u9sXrH8qZHFvtBSrTSOzPslRew9g0O6k9iJFppuVqWb2VgoB_a1d18Tj7i8sig3nuuZBvLZHNX07w_BVlucQEmhT4wUSO3CwadcCm9Bw4/s400/All+3+logos.jpg" width="400" /></a></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">Kudos to the above brands…well done.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">You don’t have to be a big
company to do that; you do have to be smart and somewhat aggressive. Creating
what’s next for your business will keep your target consumers’ interest and in
turn their loyalty to you and…you will drive your competition nuts.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">Good Luck,</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com1tag:blogger.com,1999:blog-9193340899210070923.post-66437563457915431022012-09-18T12:58:00.000-07:002013-01-14T17:51:59.716-08:00”WOW”<div style="text-align: justify;">
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">For years, marketers
have been looking for “Wow”! They are referring to the reaction that a target
consumer will have to something they perceive as a breakthrough. An example
would be the first time you encountered a dry cleaner with a big sign claiming
all of their chemicals were “environmentally friendly” … WOW! Or the first time
you saw an ad for a Prius and they announced it would parallel park itself … WOW!
Or when Tide added Febreze fabric softener to their detergent…WOW!</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">I first heard it from
my clients in the mid 80’s and it became a cliché by the early 90’s. They also
referred to it as “New News” but wow continues to prevail to this day. Beyond
the wow factor I can tell you that it is far more important to determine
exactly where, within your sales message, the target consumer is making the
buying decision and treat it like the wow but I call it a Trigger. A Trigger by
my definition triggers a purchase reaction to your sales message. A Trigger
also by my definition does not have to be caused by a change in your product.
It can also be a change in your sales message. You can create a trigger. You
simply state something new about your existing product that appears as a
trigger and there are many ways to create one.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">If you have hung
around me for more than five minutes you will have heard me site the example of
3M Sandblaster sandpaper. Let’s say you were clever enough to find a compelling
benefit like “Less Work” for sandpaper and you added an Attribute driver like
“Cuts 3 Times Faster” to it and voila, you have a trigger. In this example, we
add “Cuts Three Times Faster” to the ‘Less Work” and together they become a
trigger. It only becomes a trigger when they are joined together.</span></div>
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<br /></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiil6mtdS0qz7dQmn1UyA_nwrKs0N6wnX2DZVlsTqw9VirGaxa6-wgVbcvzunAMBPtoa-Gmwbxgv0CNwaPtaJ5QwStfobavrY1yOm4T3QcPH-u6cowVjAJoiEVS4yI0jG46oV8lo66WV_4/s1600/3M+Sandpaper.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiil6mtdS0qz7dQmn1UyA_nwrKs0N6wnX2DZVlsTqw9VirGaxa6-wgVbcvzunAMBPtoa-Gmwbxgv0CNwaPtaJ5QwStfobavrY1yOm4T3QcPH-u6cowVjAJoiEVS4yI0jG46oV8lo66WV_4/s1600/3M+Sandpaper.jpg" /></a></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">There exists a natural
tendency for marketers to want to play up a trigger if they feel they have
identified one. It is usually done graphically with a burst of color and large
type shouting the information as prominently as possible. Unfortunately, my experience
is that this is not the strongest way to use a trigger. In fact it is the wrong
way to use it. Here is why.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">While creating a
Selling Proposition (sales message) it is smart to remember that it is no less
personal than a conversation with a stranger on the street. In fact, the
similarities are many and the differences are few. Notice that in a
conversation with a stranger, you cannot treat them as you would a friend. You
may be able to hug or pat a friend on the back but not a stranger. You simply
do not have the relatedness required to do so. If so how does this translate to
marketing?</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">I have observed for
years, that all humans operate from “what’s wrong here”. That means they, you
and I too, are looking for what is wrong. Notice when a stranger approaches and
begins to talk for no apparent reason, you initially think they are after
something and you become defensive. The same is true with a Selling Proposition
when it is first encountered. </span></div>
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<span style="font-size: large;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">The solution here is
that you should never start your sales message with a trigger, i.e.; if the
first thing you see on the package is “Less Work”, consumers will challenge you
immediately. The smart marketer will get related first by directing you to the
Brand/Product name as an attention getting graphic, and immediately flank it with
a Generic Descriptor. At that point the consumer is grounded and far less
likely to disbelieve your trigger. Now, they are ready to be pitched. Move them
on to the trigger, the Benefit/Attribute driver. The perfect sequence is first
The Sandblaster/sandpaper…then…Less Work/Cuts Three Times Faster. </span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">The learning here is
clear. My concern is you will take this lightly. Be very clear, I now have
volumetric research evidence that this insight is valid. This one is easy to
screw up because many of us think we will be successful if we over shout out
the key feature of our product over all other communication. If you do, you
will likely suffer the consequences.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">Good Luck,</span></div>
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<span style="font-size: large;"><br /></span></div>
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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<span style="font-size: small;"><i>ollow my blog by clicking one of the links below</i></span></div>
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-52842579372818661262012-08-22T11:15:00.000-07:002013-01-14T17:51:43.218-08:00The Power of Metrics<div style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
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<span style="font-size: large;">I just got back from surfing
one of the premier surfing spots in the world and was inspired to start my next
book. That’s how life works. You take it when it comes. Prior to this, I had no
intention of writing another. </span><br />
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<span style="font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">So here I am in Uluwatu on
the island of Bali three days after addressing over 300 marketers in Sri Lanka
who were very interested in what I had to say about marketing. As I began my
speech, I alluded to the fact that I had discovered many significant marketing
insights over the past twenty-five years and that I had selected <u>two</u>
that I was sure would resonate to all of them. In fact, I offered up a promise
to all in attendance. I said that all of them would leave the session with a
clear sense of exactly what they would do next to their business Selling
Propositions that would generate an instant improvement in their business. </span></div>
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<span style="font-size: large;"><br /></span></div>
<div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
<span style="font-size: large;">This is the Uluwatu surf:</span></div>
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<span style="font-size: small;"><br /></span></div>
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<span style="font-size: large;">I planned to reveal one
insight before the lunch break and tease the second for after. I did so
perfectly and we broke for lunch. During that time, I was approached with a
request to from the organizers of the event. The question was, how many
insights was I referring to and could they hear more than two. They continued
to push me. How many are there all together, they asked? Are they all included
in your presentation today? There was clearly more interest in the numbers than
my promise to increase their businesses.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">I have often written about the
advantage of incorporating metrics into your Selling Proposition when possible.
Apparently, I had under estimated the true power of doing so. In that instant I
realized I made a mistake by alluding to the fact that, even though I had
customized a powerful event for them, it would not contain all that I had
learned over my career. They were hooked on the metrics. </span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">I thought I fully understood
the role of metrics in Selling Propositions but now had fallen victim to it
myself. They were into the count and how much of it they could get out of me
that day. So, I did the only thing I could, I threw a number at them. There are
twenty- three, I said. Truthfully, I had never stopped to add them up, and was
just guessing. I promised, I would cover as many as possible after completing
my previously planned presentation. They seemed pacified for the moment. </span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;"> As I completed my planned
presentation, I began what amounted to an impromptu rundown of the insights
that came to mind and that I could support with slides that I had at my
disposal. I am happy to report that as much as they loved my planned
presentation, they seemed even more interested as I rambled through even more
insights. Time ran out and I received a stunning ovation, which included the
gift of a jeweled elephant followed by a lengthy photo session with pretty much
everyone in attendance. What a great group of people they are in Sri Lanka. I
would love to go back.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">That evening, I sat down and
listed all the insights I thought significant enough to impact sales volumes,
as it turns out, there are twenty-four. Pretty close. More importantly, that
evening was also when I decided to write what will be my second book. Given the
power of metrics and the nature of the experience, I am titling it “24”
“Marketing Insights to Grow On.” I might work on the tag line but you can be
sure the title is “24.” </span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">I will not belabor the
metrics point here but to say if you can incorporate them into your Selling
Proposition, so much the better. In countless research sessions I have seen the
difference with and without and can state equivocally, use them if at all
possible.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">I think two things occur when
consumers see a metric. First they assume that the company behind the product
would not have used a metric unless it was to there advantage. Given that, the
consumer need not fully understand the meaning to get the full impact of having
encountered it. The second is that the use of a metric communicates that the
product communication is complete and more importantly, authentic.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">So, what follows is 24
Twenty-Four. A book of 24 extraordinary and proven marketing insights, all of
which I personally have seen work over and over again. I fully expect they will
continue to work until they don’t, at which point, I will remove those that
don’t and replace them with new insights that do. </span></div>
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<span style="font-size: large;"><br /></span></div>
<div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
<span style="font-size: large;">It should take me
approximately three months to complete the book. </span></div>
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<span style="font-size: large;"><br /></span></div>
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com2tag:blogger.com,1999:blog-9193340899210070923.post-19987772649136345832012-08-08T12:02:00.001-07:002013-01-14T17:51:27.713-08:00IT COULD PAY TO BE NEGATIVE<div style="text-align: justify;">
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">When I initially broke Product Attributes down into three
types, Physical, Performance and Negative, I was sure that Negative Attributes
were not likely to be very influential among all the other elements in a
Selling Proposition. I have recently become aware of a second function that
makes me think we should look closer at the possible role they play. A well
developed Negative Attribute can now become a powerful element in your Selling
Proposition that sets you aside from your competition and TRIGGERS the
purchase.</span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">In the past, I have defined the Negative Attribute as a
feature of the product that may be needed in order to overcome a potential
negative. I said they are well known to most of us, No Preservatives, No
Artificial Flavors, Won’t Leave Residue, Gluten Free, etc. My assumption was
that they were only rarely needed and even then were expendable if the Selling
Proposition was complex and already had an abundance of communication elements
in it. They don’t generally score very
high when compared to all of the other communication elements yet curiously,
consumers frequently insist on including them in the Selling Proposition. Why
do they do that? Here is the answer.</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">For a long time, I have referred to what I call the operating
state of humans. That state is “What’s wrong here?” By operating state, I am
referring to their frame of mind. If you were just thinking to yourself “yes,
but not me”, look more closely. This goes for you and I as well. We do it on a
subconscious level constantly and jump into and out of it thousands of times
daily. Its presence seems to vary on our mood or circumstance but I say it is
always right there. I think it is a holdover from the days of the caveman when
things went wrong on a frequent basis.</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">In the past, I recommended we be aware of this consumer
behavior and avoid several things that will turn the consumer off simply by
making it difficult to work through your Selling Proposition. Here is a short
list:</span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="margin-left: 0.5in; text-align: justify; text-indent: -0.25in;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">-<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><i><span style="font-size: large;"></span></i>Avoid a sentence with more than four words.</span></span></div>
<div class="MsoNormal" style="margin-left: 0.5in; text-align: justify; text-indent: -0.25in;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">-<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>Avoid more than five key elements,</span></span></div>
<div class="MsoNormal" style="margin-left: 0.5in; text-align: justify; text-indent: -0.25in;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">-<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>Communicate on an eighth grade level,</span></span></div>
<div class="MsoNormal" style="margin-left: 0.5in; text-align: justify; text-indent: -0.25in;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">-<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>Make smooth transitions from element to element,
</span></span></div>
<div class="MsoNormal" style="margin-left: 0.5in; text-align: justify; text-indent: -0.25in;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">-<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>Avoid long words.</span></span></div>
<div class="MsoNormal" style="margin-left: 0.5in; text-align: justify; text-indent: -0.25in;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">-<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>Avoid any word that may not be widely
understood.</span></span></div>
<div class="MsoNormal" style="margin-left: 0.5in; text-align: justify; text-indent: -0.25in;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">-<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>Avoid small type or anything else that may be
difficult to see.</span></span></div>
<div class="MsoNormal" style="margin-left: 0.5in; text-align: justify; text-indent: -0.25in;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">-<span style="-moz-font-feature-settings: normal; -moz-font-language-override: normal; font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>Make sure there is contrast in all graphics.</span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">This list was built defensively. That is, with the attitude
that one needed to be careful not to sabotage your own Selling Proposition.
Now, there is a positively motivated action that I like much more. A reason that offers an advantage over your
competition.</span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Let’s assume you still check the above list to be sure you
are not inadvertently turning the consumer off. What’s next is to find a
negative attribute simply to satiate the operating state of your consumer. I
believe if you do so they will lower their level of interest in finding an
objective that will disqualify their purchase. This will be most effective on a
product where you are relatively sure there are no Negatives in the consumers
mind to overcome.</span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Let’s get creative for a moment. Let’s say you are selling
an electric fan. It has in it a simple circuit breaker that is already required
by law in case of a short. Electric fans
have been made this way for years. The consumer, on the other hand, has no
fundamental fear of a short as they encounter the category. </span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">The opportunity: The consumer approaches the category
looking for a fan with little knowledge of how fans work. He scans several fans
that boast similar performance features making the decision difficult. But when
he encounters your Selling Proposition, it includes the words “Automatic short
safety protector”. This line is intentionally worded similar to a “surge
protector” that the world has come to accept as necessary. Now we have invented
a Negative Attribute for our own use to set ourselves aside from our competition.
Which one does he buy?</span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Continuing the thought, I have seen the line “gluten free”
on food products that are completely inappropriate like preserves and juices. I
suspect it was added by marketers who are hoping for a ride on that bandwagon. </span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">The learning here is that in the endless quest to drive your
competition crazy, three words at a time, take a look at the Negative
Attribute. Your competition is likely unaware of this opportunity.</span></span></div>
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><i>follow my blog by clicking one of the links below</i></span></span></div>
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-79166008425980978062012-07-16T11:22:00.000-07:002013-01-14T17:51:14.490-08:00HOW SEXY IS YOUR SALES MESSAGE…it makes a difference!<div style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
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<span style="font-size: large;">I discovered a long time ago that the most effective way to
create a powerful Selling Proposition (sales message) is to break it down into separate
communication elements and work on them individually. They include components
such as Names, Generic Descriptors, Benefits, Attributes, Key Graphics and so
on. I have come to learn that this area of study is not unlike that of quantum
physics. Particle accelerators such as the Large Hadron Collider at Cern Switzerland
crash atomic particles into each other at near light speed allowing scientists
to evaluate the debris. Our Connectics<sup>®</sup> process does pretty much the
same thing without the crashing. We deconstruct the sales message into its
basic components, and we work creatively at that level. </span></div>
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<span style="font-size: large;">Working with the meaning that consumers assign to the
individual communication elements has been the access to creating many new
solutions for our clients. This is a world I have been exploring for at least
eight years now. The rest of the marketing world continues to develop multiple
complete concepts. Having done so they evaluate and modify each of them until
they can agree on one to move forward with. That process now seems outdated to
me. A side benefit of working with a deconstructed Selling Proposition is that I
often find previously unknown factors, much like the Hadron scientists, that
influence the buying decision. I will share one here. </span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">Over the last two years I have come to suspect that gender
may play a role in driving consumers to purchase particularly on products and
services that seem to have no sexual overtone. I am now convinced that gender
in fact always plays an active role in motivating purchase intent. I will share
it here.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">Let’s pretend for a moment that all products and services
have a gender. Scan slowly, left to right, across the images below looking for
the gender in each. It’s easy to see how the role of gender plays out on the
Trojan condom package and the Playtex tampon package but what do you see on the
Splenda and Tide packages? If gender plays a part in the two on the left, is it
possible, in fact probable, that it also plays a role on the two on the right?
If so, are marketers unaware of the role that gender plays on products thought
to have no gender? I now have what I am reasonably sure is the answer to these
questions. My experience is that gender does play an active role in motivating
purchase intent irrespective of the nature of the product. </span></div>
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<span style="font-size: large;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEinz2uBEaXeOGVWZkUiyPB9isHVReCYhvuUhAH6yUC9hW8cnFokuzMygOV0LpyH986CTWZ9PlbdkNhvZJdqgRU5qSe9Be2WHNHrmxoYWdej-osckXodyPJ1_UhGad151ToXZGpF6YthqYQ/s1600/All+4+products.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="81" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEinz2uBEaXeOGVWZkUiyPB9isHVReCYhvuUhAH6yUC9hW8cnFokuzMygOV0LpyH986CTWZ9PlbdkNhvZJdqgRU5qSe9Be2WHNHrmxoYWdej-osckXodyPJ1_UhGad151ToXZGpF6YthqYQ/s400/All+4+products.jpg" width="400" /></a></span></div>
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<span style="font-size: large;">I cannot share the exact experiences due to having signed
non-disclosure agreements with my clients, but I have recently witnessed the
following on enough projects (16) to conclude it is a valid marketing insight. </span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">Below is the result of two exercises that I have been running
with consistent results across multiple categories. Let’s say we are working
with four different graphic presentations of a Selling Proposition, A, B, C
& D. This could be a website home page, a billboard ad, a package, a
storefront, a print ad etc. The first exercise determines which of the four is
the strongest at communicating <b>performance</b><u>.</u>
Let’s say graphic A won. The second exercise determines where each layout falls
along the gender scale you see below.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">The highest <b>performing</b>
Image <u>always</u> falls to the right of the 1 on the Masculine side of the
scale. Others will typically be too feminine or too masculine. Mostly, they
will be too feminine.</span></div>
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<span style="font-size: large;">The learning here is, when you are not sure, keep your
message and your image slightly masculine. I know you may not have the tools that
I have that allow me to read each Selling Proposition, but you can use your
best judgment. You can mock up each option and conduct your own research with
friends. Simply show two at a time and ask which is the most masculine. You
will be surprised by how consistent the responses will be. Read the results and
choose the one you feel is somewhat masculine. By the way, almost all of the
work I have done to date is with female consumers. They, as you are likely
aware, make most of the purchase decisions and this is where this insight is
most useful. </span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">If you are marketing to males, this insight is an obvious
one. In all of my experience, females are simply more secure in their sexuality
than are males. Sorry boys, that is just the way it is.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">Good luck!</span></div>
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<span style="font-size: large;"><br /></span></div>
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-9304315977447040852011-10-27T17:57:00.000-07:002013-01-14T17:50:59.166-08:00How vague is your Selling Proposition?<div style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
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<span style="font-size: large;">My mother used to say; “I learn
something new every day.” It’s an old and worn out cliché for sure. In my life,
it developed into more of a challenge. It seemed both natural and necessary in
order to ensure I stay relevant in business life and ahead of my competition. “Learn
something new every day or go broke” is how it played out for me. Nothing could
be more accurate in the global society we humans have created for
ourselves. If this sounds
familiar, then you are human just like the rest of us. Having said that, what
follows is a significant insight that I only recently picked up. I’ll share it
here.</span>
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<span style="font-size: large;">Below is a document that I use in
the early stages of any project. It identifies all of the elements in a
complete Selling Proposition (sales massage). We review it with clients to
determine the elements we will include in our quest to develop their most
powerful Selling Proposition. That includes revising a sales message currently
in existence or creating one for a new business venture.</span><br />
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<span style="font-size: large;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhuIzmutTHb8eozLuVh-icGebwQ8TwosIEdATv-eW72al7_5lOvFdDu9J0gRJuA94moIDwtfyvmFZBk8kpUDXiJrR07DjdQHBjk7CNofX_Mo90L-U69KkSV0pLWCj2jEeBzSasO-Q9kfh8/s1600/COMMUNICATIONS-MODEL.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhuIzmutTHb8eozLuVh-icGebwQ8TwosIEdATv-eW72al7_5lOvFdDu9J0gRJuA94moIDwtfyvmFZBk8kpUDXiJrR07DjdQHBjk7CNofX_Mo90L-U69KkSV0pLWCj2jEeBzSasO-Q9kfh8/s640/COMMUNICATIONS-MODEL.jpg" width="492" /></a></span></div>
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<span style="font-size: large;">Over time I have become aware of how
each of these elements work in distinct ways, and of the relationships that
exist among many of them. This information has been gathered in a very special
way that allows me to conclude they are absolutely valid. </span></div>
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<span style="font-size: large;">Approximately ten years ago I
invented a process of exposing element by element, the elements of the Selling
Propositions of many different products and services. The projects ranged from
cooking sauce to cat litter to condoms to video games and far beyond. In doing
so I also tracked the results and observed how consumers reacted to them. These
insights are powerful not because of their brilliance, but because of their
origin. The more I dig, the more I find and the more I share them with those of
you who have an appreciation for their value. Their value is that they are real
and can be counted on.</span></div>
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<span style="font-size: large;">What follows is a recent insight as
a result of several client comments on the nature of the Benefits (highlighted
in yellow), which I had recommended we consider in the development of their
Selling Proposition. The comment was that they were too <u>vague</u>. The
tendency was to want to work on them to have them be more specific. That, as it
turns out, is not a good idea.</span></div>
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<span style="font-size: large;">I say the function of the Benefit is
to express what the consumer gets out of using the product or service. “Less
Work” is a great benefit for sandpaper. Notice that less work is not about the
product; it’s about the consumer/user. My client wanted me to be more specific,
asking, “What does that mean?” </span></div>
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<span style="font-size: large;">For a number of years now I have
been creating Benefits and then driving them with Attributes (highlighted in
yellow) that empower them, and watched the research scores soar. I use the
sandpaper example frequently. LESS WORK when followed directly by “Cuts 3 times
faster” and “Won’t clog” literally drives sales. All that is great, but here is
what I did not know. </span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">As a result of the client request, I
went back through nine recent projects to review the nature of the benefits
that scored well and they were all <u>vague.</u> I now know why.</span></div>
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<span style="font-size: large;">Think of the Benefit and the
Attribute as working together. The benefit comes first and acts as a bold
claim. By itself, it has no credibility and is disbelieved. It’s perceived as
just BS as far as the consumer is concerned. Followed directly by the
supporting Attributes, the two work than as a unit and we know they literally
drive purchase. Equally important, the benefit needs to be vague so it has
broad appeal. As it becomes specific, it begins to eliminate consumers from
consideration. It should act like a huge funnel that grabs the consumer and
shoots them to the Attribute driver that closes the deal. </span></div>
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<span style="font-size: large;">Also remember the proximity of these
elements. If you locate them together on a package or in a commercial message,
they will perform for you. If you spread them around the package or throughout
the commercial, you will lose. I have had all this verified by observing
research. This is very real. I work with the brightest marketing minds on the
planet and even they often miss this.</span></div>
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<span style="font-size: large;">Here’s a challenge. Now that you
have read this, go check your sales message to see if you are conforming. My
experience is that very few, less than 10%, of the sales messages I encounter
daily, even contain a Benefit. Let alone use it in a powerful way.</span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-34813507575932721692011-10-05T16:40:00.000-07:002013-01-14T17:50:38.714-08:00Free Enterprise is a Fundamental Law of Nature<style>
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: large;">I remember my marketing
professor back in college explaining the fundamentals of Free Enterprise as if
it were created at a prestigious university back in the eighteenth century by a
group of learned professors. It was not. It is instead a law of nature that
came into existence several thousand years ago in consort with the arrival of Homo
sapiens on this planet. Furthermore, I suspect it has existed before that on
other planets that were capable of sustaining intelligent life. </span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">Isn’t that a weird thought?
Consider the following:</span></div>
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<span style="font-size: large;">As a guy who works with
Free Enterprise on a daily basis, I spend significant time analyzing how it
works with the idea in mind that I might get a leg up on all the other
marketing minds in this great country of ours. We are, by the way, the
marketing capital of the world. </span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">With so much attention on
Free Enterprise, I naturally began to wonder how and where it came into
existence. There are those who would say we, in this country, chose it back in
our formative years when we chose capitalism. They say we chose capitalism over
a dictatorship, or socialism, or communism, or a monarchy or whatever else was
available at that time. Those who chose capitalism back in those days
characterized Free Enterprise as the mechanism that makes capitalism work. They
would often say, “it’s the engine that drives it.” Again, they referred to as
if it was somehow created to accommodate us humans. I suppose there is a
modicum of truth in that point of view, but I think, it is to miss the true
origin of Free Enterprise.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">So, who is responsible for
its` existence? Well, I say no one is responsible, but I know who caused it. I
give all the credit to two people. They are and shall remain forever nameless. </span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">I say one day, a very long
time ago, there was one person on Earth. That was the first person and on that
day there was no Free Enterprise. That person roamed around picking fruit, nuts
and other food to placate hunger as it occurred. Life was pretty simple. In
short order, because this person was intelligent, this person began to collect
the food for future consumption. That was very logical and also very simple. </span></div>
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<span style="font-size: large;"><br /></span></div>
<div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
<span style="font-size: large;">On another day, I’m not
sure how long this took, but on another day, a second person showed on Earth.
These two soon met and guess what? The second person looked at the first person
and said, “you have what I want”. In that instant Free Enterprise was born. It
only took two people. It was never going to happen with only one person and it
will always be present until or unless somehow this planet once again becomes
inhabited by only one person. </span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">As more and more people
appeared, they all continued collecting stuff and noticing the stuff of others.
Notice how often you and I notice the stuff of others. That fundamental law of
nature is the basis of all the “stuff” that we humans collect and exchange. As individuals,
we have absolutely no choice in the matter of Free Enterprise any more than we
can choose or not choose gravity. In populated areas of the world, gravity is
no more prevalent than Free Enterprise. If you think not, try to stop it or try
to find a populated place where it does not exist. There is no place on Earth
where people inhabit that it does not function. Think about that. Not in
prison. Not in a cult. Not in a commune. Not on the street. Or, anywhere else I
can think of.</span></div>
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<span style="font-size: large;">So what is to be learned
here? First off, I think it is a great societal equalizer and is in the main
responsible for the downfall of Communism, Socialism and all of the other “isms”
that do not accommodate or acknowledge Free Enterprise into their systems. It
is akin to trying to design and manufacture airplanes without accommodating or
acknowledging the law of gravity. It simply can’t be done.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">Secondly, I think it is
useful to understand that no matter what down trends or, for that matter, up
trends occur in the marketplace, the natural law of Free Enterprise will level
the playing field. For instance, how far down can the stock market go? Is there
a limit? You bet there is. I say it can’t go to zero or anywhere near zero because
buyers will appear. They just will. For those of you who are feeling insecure
with the current flakey stock market trends, take heart in what you just read.</span></div>
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<span style="font-size: large;"><br /></span></div>
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<span style="font-size: large;">Here’s the punch line and I
suggest you stay present to it as long as you are selling anything (stuff) to
anyone. It will serve you well. The ultimate and forever the strongest Selling
Proposition is, “I have what you want.” Make sure you communicate, “I have what
you want” and you will be successful…I guarantee it.</span></div>
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<span style="font-size: large;"><br /></span></div>
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-91772515372330969842011-09-23T12:32:00.000-07:002013-01-14T17:50:23.397-08:00MARKETING MORE FEAR AND INTIMIDATION<div style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
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<span style="font-size: large;">While traveling last week, I came
across a second negative Selling Proposition that may well be the most negative
I have ever encountered. It’s worth taking a look at. The question, of course,
is always the same for me. Is this a marketing context that works, and if so,
should I be looking for ways to use it?</span></div>
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<span style="font-size: large;">I had just arrived at my hotel in
New York City and was waiting to check in, when I noticed one of those over-stuffed
brochure stands that seem to occupy space in every hotel lobby on the planet.
It was stacked full of colorful brochures, all vying for me to take a tour or
see any one of hundreds of New York sites. After a short time, one grabbed my
attention. At first it was the bright letters in its headline but my interest
soon turned to the headline itself. What it said. See if it gets your
attention.</span></div>
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<span style="font-size: large;">“How To Avoid The Four Worst
Mistakes NYC Visitors Make.” This brochure was an absolute stand out among
thirty or so others simply because it was so negative. All of the other brochures
featured one fantastic New York attraction after another, and all were
characterized as fun and exciting. My initial reaction was to roll my eyes and
walk on. What were they thinking about when they printed that? The headline
truly turned me off. I did not want to know more. I moved on toward the
elevator. Then, I began to think like a marketer and did a 180 back to the
brochure stand. I grabbed the brochure and stuffed it into my bag for later
scrutiny. </span></div>
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<span style="font-size: large;">It was only twenty minutes later
that I had a chance to read further. I soon discovered the headline, while incredibly
negative, appropriately set a tone for the contents of the brochure. It got
worse!</span></div>
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<span style="font-size: large;">The brochure was for a company
called “On Board” and it boasted seven “amazing sights most NYC visitors miss.”
Here is the list of the seven sights that the folks at On Board Tours want you
and I to see while in the great city of New York: </span></div>
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<span style="font-size: large;">1)<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>“Ground Zero”, of course.</span></div>
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<span style="font-size: large;">2)<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>The chinks in the wall of the Morgan
Bank building, remnants of a 1920 terrorist attack. What?</span></div>
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<span style="font-size: large;">3)<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>The site where the US Air flight
went down in the Hudson River. It’s just water. It didn’t leave a mark.</span></div>
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<span style="font-size: large;">4)<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>The “Ground Zero” cross, of course.
But I think I’ll see that when I see Ground Zero won’t I?</span></div>
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<span style="font-size: large;">5)<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>The John Lennon murder sight. It’s
been remodeled.</span></div>
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<span style="font-size: large;">6)<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>The pier where the Titanic survivors
were brought back. Not sure what to look for after all these years.</span></div>
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<span style="font-size: large;">7)<span style="font-size-adjust: none; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span>The “Whispering Gallery” in Grand
Central Station. How’d that get in here?</span></div>
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<span style="font-size: large;">Enough of
that. What about negative sales messages?</span></div>
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<span style="font-size: large;">My experience
is that the operating state of mind for all consumers is, “what’s wrong here.”
They are literally looking for something wrong and when they think they see it,
they will move on fast. When we build a Selling Proposition for a client, we
constantly review the message at each step of its development to ensure we have
not given them anything to find fault with. In fact, we have a clever way of
exposing such things to target consumers and they reject them every time. We
even have to be careful when using what we call “negative attributes”, which
are those short little bursts of two or three words that seek to overcome a
perceived negative in a product or service. An example would be adding, “Won’t
leave a residue” on a cleaning product. As a marketer, do you use it or not
knowing there may be a significant number of people you will have alerted to a
potential problem when you thought you were solving one?</span></div>
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<span style="font-size: large;">So,
absolutely no, never go to the negative.
Stay away simply given the natural human tendency to make you wrong. Good
luck and keep it positive.</span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
<br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-80184099174341724002011-09-06T12:38:00.000-07:002013-01-14T17:50:09.684-08:00ARE FEAR AND INTIMIDATION VALID MARKETING TOOLS?<div style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
<span style="font-size: large;">Over the years I have assumed that a negative Selling Proposition was a bad idea. This also seems to be the unanimous opinion of the corporate marketers I work with daily. I know from experience that consumers, in fact humans in general, all function with “what’s wrong here” as a general operating state. Yes, humans are looking for what is wrong. It seems only prudent to keep your message on the positive side and not give them any reason to find something wrong. Given that, I keep an eye out for such things just in the event there is something new to learn. In over twenty years, I have never used fear or intimidation in a Selling Proposition nor do I recall ever seeing it used by an established brand until now. I will share it here. </span></div>
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<span style="font-size: large;">Several months back, I had occasion to develop an interest in the heart medication category and it was an eye opener. The category appears to be in the early stages of a credibility crises. I will begin with my close friend Dr. Mark Gordon, a medical doctor who is internationally recognized as a pioneer in the field of anti-aging medicine, and is more recently recognized for his breakthrough work in treating traumatic brain injury. This is the concussion issue we have all been hearing so much about as it relates to the NFL. This is a guy I can trust.</span></div>
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<span style="font-size: large;">Recently, Dr. Gordon captured my attention when he shared that he has had a cholesterol level of over 280 his entire life and does not take statin drugs to lower it. He further shared that “approximately 50% of all heart attacks happen in patients with normal or low cholesterol and it’s a fact well known in the medical community.” Much to the dismay of the medical community, it has now leaked out into the general public and many people with high cholesterol levels have stopped taking statins. Currently the drug companies sell over 12 BILLION dollars worth of statin drugs annually. You have likely noticed the TV advertising push to keep sales up? It’s huge. If you want to learn more, here is a good place to start: </span></div>
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<span style="font-size: large;">http://www.businessweek.com/magazine/content/08_04/b4068052092994.htm</span></div>
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<span style="font-size: large;">Here is what I know. There are multiple functional components to a statin drug, only one of which is cholesterol lowering. Based on the statistic I just quoted, that component would seem to be of no value. Given the complexity of the drug, the drug companies are faced with a dilemma. They can try to reeducate you and me in the details or they can simply try to “pitch” their drug and keep selling in the same old ways. As long as they are truthful, I have no problem with what they are doing. If you listen closely to their statistical claims, you will not hear two alike. There is a grain of truth in all of them but they are misleading and you and I don’t take the time necessary to check them out. Until we do, we will remain confused and they will continue selling their drugs. </span></div>
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<span style="font-size: large;">One manufacturer has specifically targeted those of you who have stopped taking the drug by trying to intimidate you into returning…it’s Lipitor. Intimidation is present in their “Don’t Kid Yourself” campaign that is now in full swing. Check it out and see if you are offended at the way the man in this commercial delivers his closing line: </span></div>
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<span style="font-size: large;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtbR-d7VgeUlOHGBqDrea1sRNCboNPIDYWVG0zwdKHkUN5TaK_QjhEHkUWuLwi5Zjdq0laDdx7R6d8H1IyDiqID3WpHt786erYs9Lsgfs4uG8FJs1FVTdRmuL0Gn4LX27MEa_YvCrL1Ls/s1600/Lipitor.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="191" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtbR-d7VgeUlOHGBqDrea1sRNCboNPIDYWVG0zwdKHkUN5TaK_QjhEHkUWuLwi5Zjdq0laDdx7R6d8H1IyDiqID3WpHt786erYs9Lsgfs4uG8FJs1FVTdRmuL0Gn4LX27MEa_YvCrL1Ls/s320/Lipitor.jpg" width="320" /></a></span></div>
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<span style="font-size: large;">http://www.lipitor.com/toolsresources/lipitorontv.aspx</span></div>
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<span style="font-size: large;">I would love to know how this commercial was tested. It is not only full of misleading information, it is also risky from a marketing perspective because he is most likely talking down to a segment of the market. I wonder how large of a segment that is? </span></div>
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<span style="font-size: large;">While researching this blog, I discovered two more interesting negative Selling Propositions. I will share both in next week’s edition and give you my coaching on negative Selling Propositions.</span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-88920580474407413202011-06-01T15:18:00.000-07:002013-01-14T17:49:47.371-08:00Dogs, Cats, Kids and Their Parents!<div style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
<span style="font-size: large;">In over twenty years of targeting products and services to kids, I have also frequently been assigned the task of marketing to dogs and cats. The similarities and differences are not only interesting, they are often amusing. As it turns out there are far more similarities than differences.</span></div>
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<span style="font-size: large;">As those of you who market toys likely know, the relationship between mom and her kids changes radically from pregnancy up through adulthood. I have worked with mothers on the Gerber brand who were vehement about what they allowed on the bottoms and in the bellies of their little darlings. Then, five years later I successfully marketed Totino’s Pizza Snacks and Bagel Bites for them to feed their kids after school. Go figure that.</span></div>
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<span style="font-size: large;">While the stages along the way remained the same<span style="font-family: Arial;"> —</span> baby, infant, toddler on up through tweens and teens <span style="font-family: Arial;">— </span>they have all matured greatly in recent years. I can recall when Barbie was a valid brand up through twelve or so. Now even the American Girls Collection is well below that in spite of a significant positioning effort to the contrary. Unlike boys, girls and their parents, dogs and cats have a very different relationship pathway with their parents. </span></div>
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<span style="font-size: large;">While the fundamental nature of dogs and cats is different from kids, they are alike in that their parents treat all pets with a great deal of care in their initial stages of ownership. I can say with confidence, the abundance of love showered on both kids and all animals is essentially the same in its intensity. The difference is that the parents of pets seem to get even more attached and more protective about their care and feeding as they age. I don’t think dogs and cats will ever experience the joys of noshing on a Totino’s pepperoni pizza. Yes, the parent of an eight-year-old kid is far more careful about what they feed their pets than they are what they feed their kids. I can only guess this phenomenon exists because of the relatively helpless nature of pets as opposed to kids as they mature.</span></div>
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<span style="font-size: large;">In recent months, I have become aware of the sensitive nature of the “home alone” phenomenon. It is generally accepted, and easy to understand, that you would never leave a child home alone. Guess what? There are twelve million small dogs in the US that are left at home alone and while that is not generally thought of as a terrible thing, their owners suffer tremendous guilt. These people love their dogs as much as parents love their kids, and due to circumstance are forced to leave them at home alone inside the house on a regular basis. They love the dog far too much to find it a new home and at the same time hate the fact that they leave it alone. This phenomenon is what I call a marketing opportunity.</span></div>
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<span style="font-size: large;">So, next time you are store-checking toys, I recommend you consider driving to the nearest PETCO. The first thing you will notice is that pet marketers are no less thorough in providing products to accommodate pets than are toy marketers as featured in the kids department at your local Target. In fact, the categories are titled very much the same. Food, hair care, skin care, medical care, yes, toys too and most of them are segmented into appropriate age groups…just like kids. </span></div>
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<span style="font-size: large;">The opportunity here is not in the products you will find, but in the characterization of their benefits, attributes and other positioning elements in their selling propositions. Pet owners see their pets very much in the same way the parents of kids do. They look for toys that allow them to participate in the play as well as toys that will entertain the animal without them having to supervise. They are concerned about the safety of the toy as well as how much “play value” is in it for the animal. And, there are toys that are used to educate. All of this should sound very familiar.</span></div>
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<span style="font-size: large;">My advice is that you go from product to product and study the copy and graphics that are used to communicate. You will discover that many are similar to those used in the children’s toy category but you will also find new perfectly appropriate ways to characterize kids products that have been effective at stimulating purchase to pet owners.</span></div>
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<span style="font-size: large;">A few years ago, I found the words “Outrageous Flavor” on a dog treat and used it successfully on a nationally branded kids cereal. It functioned successfully as a remarkable trigger, and scored very well in volumetric research. Good luck.</span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span></div>
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-85057217707291876022011-05-19T15:07:00.000-07:002013-01-14T17:49:34.228-08:00America’s Marketing Makeover…What An Experience!<div style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
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<span style="font-size: large;">About three months ago we picked a small business in Cleveland, Georgia to do what we titled Americas Marketing Makeover. This would all be documented on “The Big Biz Show”, a well-established two-hour daily TV/radio simulcast, hosted by Bob “Sully” Sullivan. Though it is broadcast on a secondary cable network, it is received in a little over 38 million households. The announcement of the makeover, selection of the winner, the progression of the makeover and its finale were all documented in twelve broadcasts. The final broadcast, ten days ago, chronicled the entire effort and can be seen at <a href="http://www.youtube.com/user/KChambersPULL?feature=mhum">http://www.youtube.com/user/KChambersPULL?feature=mhum</a>. </span></div>
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<span style="font-size: large;">I suggest you consider watching it as it is truly entertaining. I am particularly proud of it but not for the reason you may think.</span></div>
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<span style="font-size: large;">As you watch it you will become aware of the nature of the business I picked. It was Precious Memories, Private Pet Cremations. If you are like most, just reading that will have you crack a smile or possibly break into a giggle. That giggle is exactly why I made this choice. Private Pet Cremations becomes even more curious when you meet its owner Ricky Farmer. Ricky is a “salt of the earth” Southerner with a heavy Georgian accent to match.</span></div>
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<span style="font-size: large;">As we worked our way through the project, I became aware of the special nature of Ricky. In time, I developed a great deal of respect for this man who loves animals beyond anything I have seen. Ricky would tell you he got into the business because he felt that animals were not receiving the respect they deserved, even after death. The project soon became a labor of love, and a breakthrough was just ahead for me.</span></div>
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<span style="font-size: large;">As we were wrapping up Ricky’s project, we were also wrapping up two other projects for corporate clients. Both of these projects were under significant senior management scrutiny, which put a great deal of pressure on my clients. Over the period of a couple of weeks, success was evident on all three projects. While creating success is common in my business, for the first time I was impressed with the personal impact it had on the people we work for. It began when Ricky shared how our work had literally changed his life and that of others who worked with him. It continued as my two corporate clients shared the personal impact that their success was having on them. </span></div>
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<span style="font-size: large;">Having all three of these projects mature at the same time, I became aware of the personal nature of what is at stake for those who we work with. It’s not just an attempt at growing their business. Lives are altered and careers are at sake. For whatever reason, this personal impact has escaped me for years. I’m sure this will alter the care with which I conduct my business in the future. If you watch the video, you will meet Ricky in person and get a sense of what I experienced first hand. I am now fully aware that what I do is very personal and more than ever before I am now present to how much I love what I do.</span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-45605846797093269582011-04-27T16:52:00.000-07:002013-01-14T17:49:11.747-08:00MARKETING IN HOLLYWOOD IS MISSING IN ACTION<div style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
<span style="font-size: large;">This blog is a direct response to the April 4 Hollywood Reporter article by Peter Bart. It is titled, “In Hollywood, the Glass is Gaffe Full." In it, Peter characterizes the senior executives in the film industry as being locked in a general fear of failure. From my perspective, Peter’s article is pretty much correct in as far as it goes. I will take it a bit further. To read Peter’s article go to:</span></div>
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<span style="font-size: large;">http://www.variety.com/article/vr1118034799<span style="font-size: large;">.com </span> </span></div>
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<span style="font-size: large;">My experience in the world of film marketing is limited but I can promise that successfully marketing a film is no different than marketing cat litter, cooking sauce or any other product or service. The film market is a service industry that grew up with a lot of bad habits, and remains committed to hanging on to most of them.</span></div>
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<span style="font-size: large;">From a pure marketing point of view, I see two ways to improve the process. It is a common practice to place responsibility for the Key Art (print materials) and the Trailers (video materials) in the hands of two separate groups. Instead it needs to be integrated and driven by one cohesive Selling Proposition. Having said that, I am sure that every marketing executive in the film industry is sure his marketing is fully integrated…it is not.</span></div>
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<span style="font-size: large;">Back in the early days of film marketing, the One Sheet and other printed materials were considered critical because they would get reproduced in various sizes and posted all over town. At that time the trailer was more of a production function and the goal was simply to develop one that stimulated interest. The effect of this history is that there are creative groups around Hollywood who produce one or the other but rarely both. This separation internally and externally guarantees an incohesive environment. Marketing 101 says, develop a Selling Proposition that resonates to your target audience and ensure that message is present in all advertising and promotion materials.</span></div>
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<span style="font-size: large;">Today film marketing is very different in that the printed materials are far less effective and the trailer is now absolutely critical. With a boost from the Internet, I can review trailers on my iPhone in seconds. What we have then, are senior executives instructing junior managers to hire the best outside creatives to develop POWERFUL trailers. It’s easy to develop a POWERFUL trailer. Have you noticed they are all melodramatic hype from start to finish these days? The idea of creating and communicating a Unique Selling Proposition targeted to the correct audience is non-existent.</span></div>
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<span style="font-size: large;">Here then is the problem. Now, more than ever before, the film industry is subjected to heavy word-of-mouth promotion. That would be a dream come true in the categories I market in, but it’s a marketing tool that needs to be handled with skill.</span></div>
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<span style="font-size: large;">The marketing goal for the film industry should be to identify all of the target users appropriate for the film and create a Unique Selling Proposition that they find compelling. Secondarily, and of almost equal importance is, never drive an inappropriate target consumer into the theater. Those people are not your friend, they are your enemy and you don’t want them viewing your film. </span></div>
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<span style="font-size: large;">The operating state of all humans is, “What’s wrong here?" If they don’t love the film, they will be even more enthusiastic about spreading the bad word than if they liked it. It would take a very sophisticated piece of research to identify how many people you lose when you drive one person inappropriately to a film. If film executives had that statistic, they might stop developing POWERFUL trailers and experience a great deal more success.</span></div>
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<span style="font-size: large;">So, Mr. Peter Bart. To my mind, the senior executives in the film industry have good reason to be afraid. The likelihood is that as our electronic information driven society continues to advance, it will likely get worse. </span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com2tag:blogger.com,1999:blog-9193340899210070923.post-90509317134138853432011-04-07T12:41:00.000-07:002013-01-14T17:48:46.309-08:00FREE, A Celebrity Endorsement<div style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
<span style="font-size: large;">I have been working for several weeks on the repositioning of Ricky Farmer’s business, Precious Memories, Private Pet Cremations. He is the winner of the America’s Marketing Makeover contest on the Big Biz Show. I am the giver of the now somewhat well known makeover. You can follow it on the CBS Radio network as well as syndicated TV stations across America.</span></div>
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<span style="font-size: large;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg4qUf0i6ziGAeTO071Oa9tHqub65Oso-sJMhLWNC3Zxq80KbU7_pSOOuoT66qcOVLGXXP1GoFjaKzC44HukVIcVmlrCcxdCcg4TWovFYRCQG4fFqYVKia5GcjKu0RyrC7jYVzn5Sm6baE/s1600/Ricky+photo.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="248" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg4qUf0i6ziGAeTO071Oa9tHqub65Oso-sJMhLWNC3Zxq80KbU7_pSOOuoT66qcOVLGXXP1GoFjaKzC44HukVIcVmlrCcxdCcg4TWovFYRCQG4fFqYVKia5GcjKu0RyrC7jYVzn5Sm6baE/s320/Ricky+photo.jpg" width="320" /></a></span></div>
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<span style="font-size: large;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjEuy5I8f2Efkt4lO5D5kQRo5sy__c04RT_HiG9i191TXJYzsKcGrvRi6xFO36OT8s_6JZNypNV90Ys_ziFqsguFHOZ9-WDI9Q-Q3Slv05oo8-PX0HRDvCw4VFWIbmhlVTFM_piM_yJnos/s1600/BBS+Image.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="204" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjEuy5I8f2Efkt4lO5D5kQRo5sy__c04RT_HiG9i191TXJYzsKcGrvRi6xFO36OT8s_6JZNypNV90Ys_ziFqsguFHOZ9-WDI9Q-Q3Slv05oo8-PX0HRDvCw4VFWIbmhlVTFM_piM_yJnos/s320/BBS+Image.jpg" width="320" /></a></span></div>
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<span style="font-size: large;">The reason I selected this business is simply because I thought it is unusual and sensitive enough to create viewer interest. I was right. I’m told ratings are up.</span></div>
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<span style="font-size: large;">One positioning element I introduced to Ricky’s selling proposition is the endorsement. I did so with good reason. It’s based on an insight we discovered a little over a year ago. One of the exercises we do when working on creating new selling propositions is to take the strongest of each communication element and force consumers to choose between them based on how important each is to them. You may want to check this out with your sales message because chances are you are not taking advantage. If your competition is doing so, you are likely suffering. The good news is that the reverse is also true.</span></div>
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<span style="font-size: large;">While doing the exercise, we typically include brand names, sub-brand names, generic descriptors, benefits, attribute drivers, key graphics, endorsements and so on. What we discovered is that consistently among the strongest elements are the benefit and the endorsement. This is contrary to the popular belief. If you were able to poll 100 brand, marketers most would say the brand name, sub-brand name or a key attributes are the most important. My experience is that I have not seen that in well over fifty projects where we have conducted the exercise.</span></div>
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<span style="font-size: large;">My initial thought was to ask Ricky to solicit testimonials from ten of his clients. He did so and they were great. After thinning them out we selected three that we have included in his selling proposition. During the process, I remember thinking several times that it would be great if Ricky had worked with a celebrity who would write a testimonial but never perused it given his business resides in Cleveland, Georgia. Cleveland is approximately seventy miles outside of Atlanta. Here comes the breakthrough.</span></div>
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<span style="font-size: large;">On another project, one of my sons was working with a famous quote from Buddha. He was considering using it as an inspirational element. It suddenly occurred to me, that if properly used, a famous quote might be a great way to convey a meaningful and relevant thought by a famous source. A quick call to our attorneys and we realized that all those well-known quotes are considered “public domain”. Moving forward, we found these three that seemed appropriate for the business of “Private Pet Cremations.” Which one would you use?</span></div>
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<span style="font-size: large;">1) The value of a society is based upon its kindness to animals. -Albert Schweitzer</span></div>
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<span style="font-size: large;">2) The greatness of a nation can be judged by the way its animals are treated. –Gandhi</span></div>
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<span style="font-size: large;">3) The love for all living creatures is the most noble attribute of man. –Charles Darwin</span></div>
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<span style="font-size: large;">I thought number three was far and away the best but we chose number one. Number three was eliminated because the majority of our team were concerned that Darwin would be viewed negatively in that part of the world. Chalk it up to a fear of religious intolerance. I guess it is possible but I loved what he said. I guess what is most important here is that the cover of Ricky’s brochure will contain the Schweitzer quote so he has what can be considered a celebrity third party endorsement and it will cost him nothing.</span></div>
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<span style="font-size: large;">Now, go Google “famous quotes your category” and see if you can put a celebrity to work for you. Good luck!</span></div>
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-44809527839825607112011-03-09T16:38:00.000-08:002013-01-14T17:48:24.611-08:00The second biggest challenge in life is...<div style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
<span style="font-size: large;">Last summer, I was asked to speak at the Penn Club in Manhattan and gladly accepted. It is the alumni club for the University of Pennsylvania, one of the eight Ivy League colleges located in Northeastern United States. As time went on and the committee that was in charge of such things shared my book “Pull”, they decided to expand the event to include all Ivy League college clubs. As a graduate of Arizona State University whose heritage and prestige pale by comparison, I was rightfully flattered.</span></div>
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<span style="font-size: large;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0ZY4Dxtd6iTKPxCj0rYVwM0Xv-BxsPYWdghMBuCN6v5tS5VQWT8sPxcIUnebBfdg1WaVLqFanHp9QJqTymnQgMP9RORhyBkJv960aQy5nqqGtDG6Y2lOp9FkfhuI4JPcRv-HiJz3RJnc/s1600/PENN+CLUB+PHOTO+3.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0ZY4Dxtd6iTKPxCj0rYVwM0Xv-BxsPYWdghMBuCN6v5tS5VQWT8sPxcIUnebBfdg1WaVLqFanHp9QJqTymnQgMP9RORhyBkJv960aQy5nqqGtDG6Y2lOp9FkfhuI4JPcRv-HiJz3RJnc/s320/PENN+CLUB+PHOTO+3.jpg" width="320" /></a></span></div>
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<span style="font-size: large;">As the time to appear approached, I decided that the speech I have been giving was solid but wanted to add more power to it to increase its perceived significance. To do so, I created four of what I refer to as bold statements. Each was designed to stimulate thinking and lead into a marketing distinction that I would further detail for the audience. In retrospect, I felt they all worked well and am working to strengthen them further. One, however seemed to have a great deal of impact and I share it here.</span></div>
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<span style="font-size: large;">I was cruising along about half way through the seventy minutes I had allocated for the session when I said,” It may well be that the second biggest challenge in life, staying alive being the first, is staying relevant. It was easy to see that the audience was waiting for me to explain this one. In retrospect, I think this statement is not only accurate; I think it is also critically important to the well-being of you and your business. </span></div>
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<span style="font-size: large;">Earlier in the speech I had recommended that there is extraordinary value in treating your Selling Proposition (sales message) as if it is a personal conversation between you and your customer. It is in fact so, and the “second biggest challenge” statement I made was designed to apply to their products or services. The analogy worked and they got it easily.</span></div>
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<span style="font-size: large;">In life we watch people get old and assume that age, over time, has made them irrelevant. Nothing could be more inaccurate. Inactivity, not age, is what makes them irrelevant to those around them. Activity that is aimed at creating “what’s next” has worked for my hero, Hugh Hefner and he is well into his eighties. Many may argue the significance of his influence but few would argue his relevance. There are others of course. It is clearly a matter of choice and growing old has nothing to do with it.</span></div>
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<span style="font-size: large;">Your product or service in your category is no different. If you are constantly looking at and creating “what’s next” for your category, others will be at the effect of what you have done. If you sit and admire your success, others will create “what’s next” and you will be at the effect of what they have done. That I can promise is painful compared to the joy and success of being the one doing the creating. </span></div>
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<span style="font-size: large;">The issue here is that most marketers’ sit on the success they create. Inherent in that inaction is that everything is somehow just fine until it no longer is. My experience is that it is very difficult to get a successful marketer to create what’s next in the face of success. Can you see that this guarantees failure?</span></div>
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<span style="font-size: large;">The more I think of this, I am going to remove the “It may well be” from this statement. It hereafter will be, “The second biggest challenge in life, staying alive being the first, is staying relevant.” Feel free to pass it on.</span></div>
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<span style="font-size: large;">The learning here is, when you are successful, sit down light up a cigar, pop open a bottle of champagne and take the day off. Its perfectly okay to come in to work the following day, around 11:00 will do. At 2:00, after a self-indulgent lunch, you have two choices. You can continue admiring your success or you can begin working on “what’s next.” I strongly recommend the latter as the former will insure failure in your future.</span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-72862950290983298122011-03-02T15:53:00.000-08:002013-01-14T17:48:08.181-08:00AMERICA’S MARKETING MAKEOVER<div style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
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<span style="font-size: large;">On my last blog I introduced you to our winner Ricky Farmer from Cleveland, Georgia. Ricky is the very proud owner of a business titled “Precious Memories”. The generic descriptor that follows closely is Private Pet Cremations. Yes, I picked this business to do a marketing makeover on national TV and radio and now I am in the thick of dealing with it. It is a little more complicated than I anticipated.</span></div>
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<span style="font-size: large;">First off, I had no idea how the project would alter the life of the owner of the company. Once the announcement was made, the regional media swung into action. They have asked for interviews with Ricky, Sully and myself. So far, Ricky has been great but the attention and the pressure of the show and the media are mounting. Stay tuned.</span></div>
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<span style="font-size: large;">Ricky is proving to be a great character with his southern accent and blatant honesty. Given his unique business and the nature of the project, I suspect coverage of the makeover will continue as it evolves. </span><br />
<span style="font-size: large;">You can view the show where we introduced Ricky at: <a href="http://www.chambersmarketingcentral.com/">http://www.chambersmarketingcentral.com/</a> </span></div>
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<span style="font-size: large;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYKyBtmvybnUk7c1cduL5oFxXQNo59yZW0oWYL5jcQTYx3iYqLi3CrLQao8PWmCpcuW_cIvMI29r99KMpD2PFJtEXzacdz6xaPBW5Ify2YeTxHoNJ4PKRN22y0kKAJFVZ4zqvgx2NuZ3g/s1600/Ricky+Farmer1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYKyBtmvybnUk7c1cduL5oFxXQNo59yZW0oWYL5jcQTYx3iYqLi3CrLQao8PWmCpcuW_cIvMI29r99KMpD2PFJtEXzacdz6xaPBW5Ify2YeTxHoNJ4PKRN22y0kKAJFVZ4zqvgx2NuZ3g/s1600/Ricky+Farmer1.jpg" /></a></span></div>
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<span style="font-size: large;">Beyond that, I have been working with Ricky and have found him to be extremely grateful and eager to participate. I exposed him to a long list of positioning elements, selected several I consider appropriate and asked him to respond by working up lists of options for each. I, too, am working on them but want to see what is on his mind and this is a great way to find out. Below is a copy of his Yellow Pages ad, which I am using as a point of departure. It will give you a sense of where he is now.</span></div>
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<span style="font-size: large;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhmHPbqmfEiMUetzjAnmL2huXHSMqFMHmRIRAKojmrh8n5yJDZuB2ImWRDxo71mfd9xFJmlIjSqjmdNt2vv1fxD7FAhHbVLUnYGY6oudhbhdwTAYouJSpHY5efg-YC5PjNxbxtXjHfb-Qc/s1600/PreciousMemHCFC.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhmHPbqmfEiMUetzjAnmL2huXHSMqFMHmRIRAKojmrh8n5yJDZuB2ImWRDxo71mfd9xFJmlIjSqjmdNt2vv1fxD7FAhHbVLUnYGY6oudhbhdwTAYouJSpHY5efg-YC5PjNxbxtXjHfb-Qc/s400/PreciousMemHCFC.jpg" width="245" /></a></span></div>
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<span style="font-size: large;">Ricky’s brand name is a communication element that I am not recommending he change. On the other hand, I will be looking at the effect that may be attained if we subordinate the word “Precious” to the word “Memories”. I will consider it after we complete the work on copy.</span></div>
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<span style="font-size: large;">Ricky’s Generic Descriptor, Private Pet Cremations was where we started. “Pet Cremations” works to define his service but “Private” is not clear. He used it because he wanted to communicate that he never cremates more than one animal at a time. Such is not the case with his competition. Replacing the word “Private” with something more meaningful will be important.</span></div>
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<span style="font-size: large;">I asked that he develop ideas for a benefit and he nailed it in seconds with “Peace Of Mind”. I am not likely to improve on that.</span></div>
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<span style="font-size: large;">Ricky is currently working on a new Tag Line, a photograph and is looking for an endorsement. I will share these next week.</span></div>
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<span style="font-size: large;">This is great fun particularly as I become more and more aware of how significant it is to Ricky. Makes me push for excellence. I love it.</span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-67802175826149837912011-02-16T12:15:00.000-08:002013-01-14T17:47:51.145-08:00THE BIG BIZ SHOW<style>
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<span style="font-size: large;">You may have noticed I’ve been silent for the last few weeks. Here’s why. After beach volleyball, basketball is clearly my favorite second sport. Approximately six weeks ago’ I caught an elbow across my face that broke my nose, gave me two very black eyes and required a bit of surgery. Ten days later, just when it seemed safe to go back on the court, I broke my left hand. It too required surgery to reassemble. While the nose thing did not affect my blog, the loss of my hand did. Yes, I am rethinking my basketball career. Happily, now I am back and with lots to share.</span></div>
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<span style="font-size: large;">I frequently do guest appearances on radio and TV shows as an “expert” marketing guy. One of my favorite shows is the Big Biz Show, which is a West coast radio/TV simulcast that is broadcast across the US and select foreign countries. It airs daily from 12PM to 2PM. The show is hosted by Bob “Sully” Sullivan and Russ T. Nails, who cover the financial world with a humorous twist. It’s fun and frankly a great place for me to freely express my thoughts and experiences.</span></div>
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<span style="font-size: large;">A couple of months back, the host Sully asked if I wanted to do anything special. My answer, almost without thinking was, “Let’s do a marketing makeover with a small business.” My thinking was that it will be fun, because I never get to work with small businesses, and I had the idea that if other small businesses could observe the process, we may well stimulate the economy, if only in a small way. Sully jumped all over it. We decided to launch it at the beginning of the year.</span></div>
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<span style="font-size: large;">For the past three weeks we have been accepting applications from all over the United States. On Wednesday, with me in the studio, we will announce the winner and set the stage for the business transformation that will be covered over the next few months.</span></div>
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<span style="font-size: large;">To add to the quality of the makeover, I have solicited the help of two very highly respected marketing experts that I frequently work with. They will serve as my coaches.</span></div>
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<span style="font-size: large;"> My goal was to find a business that fit two criteria: A business owner and a business, both of which have a lot of character… I got lucky. Tomorrow we will introduce the world to Ricky Farmer the proud owner of a pet crematorium in Cleveland, Georgia. Ricky, is a “hoot”. It should be fun to follow.</span></div>
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<span style="font-size: large;">You can follow Ricky’s marketing makeover on The Big Biz Show. To find out when it airs in your area, go to http://bigbizshow.com/. We will also post the broadcasts on <a href="http://www.chambersmarketingcentral.com/">http://www.chambersmarketingcentral.com/</a> and I will share what is going on behind the scenes on this blog.</span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-67441419734525935882010-11-30T15:45:00.000-08:002013-01-14T17:47:33.102-08:00THE BIGGEST FRANCHISE EVER, FINALLY GETS IT RIGHT<div class="MsoNormal" style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
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<span style="font-family: Arial; font-size: large;">Well, the biggest in many important contexts. This one may surprise you. First off, it is in the entertainment industry. When I say that, you may think of Star Wars, or Avatar, or Star Trek, or Cheers, or Friends, or any number of those high profile films or TV shows that seem to have run forever. If so you would not only miss it, you would miss the category. Over the years I have been involved in the entertainment category and have worked on many well-known brands. Some of the most impressive performers I know of have been in the video game category. Check it out.</span></div>
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<span style="font-size: large;"><i><span style="font-family: Arial;">Call of Duty, Black Ops</span></i><span style="font-family: Arial;"> was recently released by Activision and in its <u>first twenty-four hours</u> grossed $360 million. That’s one day. I am fairly confident, that this out-performed all other introductions and it is just getting started. To date, the franchise is well over three billion and is rapidly approaching four. As a marketer, I am very impressed. I am even more impressed that those who market it finally figured out that there is a more significant and meaningful way to position video games than what they have overused in the past.</span></span></div>
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<span style="font-family: Arial; font-size: large;">If you talk to the gamers who have purchased <i>Call of Duty’s</i> past iterations, they will quote you its performance attributes. All of the conversations that take place - and there are many among gamers - are always about the game’s features. If so, how do you elevate the conversation to something more meaningful? You do it by using its benefit. </span></div>
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<span style="font-family: Arial; font-size: large;">The benefit is what the consumer gets out of using the product. This year BMW has introduced “Joy” as what its consumers get out of driving and owning BMW’s. You have no doubt heard George Zimmer at Men’s Warehouse saying, “You’re Going To Like The Way You Look.” That too is all about the consumer. If you get a chance to view the commercials running for <i>Call to Glory</i>, look close. The ultimate form of expressing a benefit in a selling proposition is to literally inject the consumer into the message. More important, inject the consumer experiencing the product in a way that is meaningful to them. </span></div>
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<span style="font-family: Arial; font-size: large;">All humans are upwardly mobile and typically respond to experiences that they aspire to. In this commercial, unlike all others that have gone before in this category, we see a hardcore battle scene where the shooters are not military soldiers or super heroes. They are instead, secretaries, accountants, waiters, supermarket clerks and so on. Activision marketers were smart enough to put you and I into the action. Additionally, they used a couple of celebrities, but I promise you the celebrities are irrelevant in this sales message. In fact, I would have left them out and saved the money.</span></div>
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<span style="font-family: Arial; font-size: large;">The learning here is familiar to those of you who have worked with me or read much of what I have written about positioning. Most of the selling propositions you and I encounter in life are missing any component of a benefit. Look at your sales message and change it to evolve around your consumer benefit, and <i>you </i>will be the one to benefit. If you think you already have done so, then develop a higher order benefit and change your message. Remember that all consumers want the same thing…to be <i>happy</i>. If you want to move to a higher order of benefit use something <i>happier.</i></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
<br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-54576671463982439642010-10-20T14:49:00.000-07:002013-01-14T17:47:18.193-08:00We all have to get old but we don’t have to get irrelevant.<div style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
<span style="font-size: large;">You may have noticed, as I have, that as people get older they tend to slow down and become resistant to change. As they do so, they seem to become more and more irrelevant to those around them who have not slowed down, and to those who are younger. This is so pervasive that I say it qualifies as a fundamental law of human nature.</span></div>
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<span style="font-size: large;">The nature of most clichés is that they are strongly rooted in truth. There is one I would challenge and it is, “Familiarity breeds contempt”. I say familiarity breeds complacency and in turn irrelevance on the part of the one you are becoming familiar with. This may have a lot to do with the rate of divorce these days, but that is not where I am headed.</span></div>
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<span style="font-size: large;">Irrelevance is never good. I have a friend whose doctor has decided that owning a computer and using the Internet is just not something he needs to do. If I were a patient of his I could not but wonder if all other aspects of his life are governed the same way. That’s not a doctor I would choose because my perception is that he has become irrelevant…scary.</span></div>
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<span style="font-size: large;">There are exceptions to this, of course. There are those who stay current and are typically found leading others into what we consider old age. I could name a few but I don’t want to tag them as old even though they are. By the way, I have also noticed that these relevant people are typically healthier than their irrelevant peers. Health alone may be incentive enough for you and I to work on maintaining our relevance. </span></div>
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<span style="font-size: large;">Beyond maintaining good health, I have observed that simply maintaining one’s relevance may well be an access to becoming famous. There is a direct correlation between fame and older people who maintain their relevance. Think about that. My definition of fame is on a scale of worldwide recognition to that of recognition of any kind beyond the people you personally know. If you were the oldest person on the planet and were fully functional and participating in life fully, you would experience some level of fame. You would stand out from those around you.</span></div>
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<span style="font-size: large;">More often than I should, I receive marketing assignments that are solely based on irrelevance. How you know you are irrelevant is that others no longer pay attention to you, or pay as much attention as they did when you were younger. In the world of marketing we measure relevance by “share of market.” So there is a significant value in asking yourself, is my product or service becoming irrelevant? If you are not in a constant inquiry to discover or invent what’s next for your product or service, the answer is likely YES.</span></div>
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<span style="font-size: large;">You cannot control the fact that your product or service is aging but you are literally responsible for it not becoming irrelevant. Can you see that “Established in 1953”, or “Since 1953”, in this context is a killer. I get asked about adding that to sales messages now and then and it sends shivers up my back every time. There was a time when adding statements like that had value. Take it from me, that time is gone. If it returns, I will blog it.</span></div>
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<span style="font-size: large;">During my career, I have been handed a significant number of assignments that were based on a period of marketing inaction that led to a diminished share of market. In the consumer goods marketing world, the awareness of this problem is frequently triggered when a retailer indicates that they are about to drop the product. </span></div>
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<span style="font-size: large;">The single most effective and most economical way to grow your business is typically thought of as adding to your line of products or services. Nothing is further from the truth. By far, the most effective way is to simply upgrade your sales message (your selling proposition) on a regular basis. If every six months you change your sales message and in doing so add perceived value, you will drive your competition batty. You will constantly stimulate your current client base and encourage those who are not currently purchasing your product or service to do so. </span></div>
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<span style="font-size: large;">The learning here is that it’s ok to savor success in your personal and business pursuits. It is wise, however, to begin an inquiry into what’s next in both, well before it becomes obvious that it is needed.</span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-26040631992475527312010-09-29T11:00:00.000-07:002013-01-14T17:46:53.851-08:00GORDON GECKO IS RIGHT!<div style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">
<span style="font-size: large;">Gordon Gecko is now out of prison and back in your local theater and more vocal than ever before. He has become famous for declaring that “greed is good.” He’s right. He’s dead right.</span></div>
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<span style="font-size: large;">For a number of years I have written about “free enterprise,” its origin and its true nature. Contrary to historical accounts, it is not a choice and never has been. And more so, greed is its most critical component.</span></div>
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<span style="font-size: large;">I remember being taught in college that Free Enterprise was some kind of economic choice, a choice that we Americans were very proud of having made. We claim to have mastered it and promoted it to the rest of the world. Nothing could be further from the truth.</span></div>
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<span style="font-size: large;">If free enterprise is not a choice then what is it? Well, it does exist. It’s in all of our lives yet we have never chosen it and never will. It was just there. I say Free Enterprise is a fundamental law of nature. There are three aspects of human nature that qualify it as a law of nature. They are always present as is Free Enterprise itself.</span></div>
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<span style="font-size: large;">The first aspect is that we humans love to collect things. The second aspect is that we like to have more things than our fellow humans. The third aspect is our innate desire to have some if not all of the things that other humans have. </span></div>
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<span style="font-size: large;">Given that, we humans have two choices. We go to war and take their things. Or, those more civilized of us, exchange some of our things for some of their things. Hopefully, over time, we do less of the former and more of the latter.</span></div>
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<span style="font-size: large;">This innate urge to gather things is clearly defined by Webster in five words. “A strong desire for more”. If you look up the definition of greed, these are the words you will find. It may well be that greed is the force that is the cause for the existence of free enterprise. By the way, I do not consider any of this bad. It simply is the way it is. Being aware of it is an access to working with it. </span></div>
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<span style="font-size: large;">I have also noticed that greed is not distributed equally. Most of us have just the right amount to keep free enterprise operating smoothly. There are those who seem to have too much greed and those who don’t seem to have enough. Those with not enough are declared dysfunctional and just don’t seem to contribute to society. They are simply lost. Those who have an overabundance are also dysfunctional and are often, but not always, sent to prison. </span></div>
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<span style="font-size: large;">What is to be learned here? If we are indeed thrust into this game called Free Enterprise, then learn the game, learn to play it and learn to enjoy it. Ultimately, we have no choice.</span></div>
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<span style="font-size: large;">I have been a big fan of Michael Douglas from “Streets of San Francisco” to “Wall Street.” God speed Michael, we need you back up there on the big screen.</span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0tag:blogger.com,1999:blog-9193340899210070923.post-89194091838840690322010-09-22T12:17:00.000-07:002013-01-14T17:46:39.236-08:00NO ONE WANTS BAD SUSHI…RIGHT?<div style="text-align: justify;">
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Of all the bad consumer experiences I can think of, being served bad sushi is easily the worst I can recall. Bad sushi is something you can smell coming. If not that, I have also smelled the bleach that was used to clean the stains out of the plastic dishes before they got to my table. That too seems to qualify as bad sushi. I could go on, but the point is the term “bad sushi” resonates with most of us as a strong negative.<o:p></o:p></span></span> </div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">If you’ve hung around me very long, you are familiar with my constant reference to developing and using remarkable triggers in your sales message. Remarkable triggers are words or graphics in your sales message that illicit an immediate and positive response from your target consumer. They occur to consumers as a breakthrough in your category. <o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Located within a ten-block radius of my office are no less than fifteen sushi restaurants. There are three in particular that are nestled within one fairly small block. One of them is named En Sushi. I ate there about six years ago only to discover something moving in my salad. I never got to the sushi that night. The second is named California Roll Factory Sushi. I have eaten there and can honestly say it wasn’t bad. The third is new, and I heard about it as soon as it opened when one of my sons insisted we try it out. This one is named BAD Sushi. No kidding. Check it out for yourself.</span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiM3UmLPRIGMZUxRNTs9yXUPaug_CnUsF9UvH97K8cCaU3jxQjRVsYf8GTU_jt5YCOhpwS7mHFiQBY54_XmeWQ61Y2Wy88Gw5iYD9SvRMpgwOXWYaPhKl8dwupW8NRiC1jejM4SPz_J4Zpt/s1600/BAD+SUSHI-1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="298" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiM3UmLPRIGMZUxRNTs9yXUPaug_CnUsF9UvH97K8cCaU3jxQjRVsYf8GTU_jt5YCOhpwS7mHFiQBY54_XmeWQ61Y2Wy88Gw5iYD9SvRMpgwOXWYaPhKl8dwupW8NRiC1jejM4SPz_J4Zpt/s400/BAD+SUSHI-1.jpg" width="400" /></a></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">What do you think? Good idea or bad idea? I say it depends on one thing. A close look at the sign and you can see that BAD is an acronym for “Best And Delicious”. Let’s take a look at it from a marketing perspective.<o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">Clearly the name is remarkable in that it has enough character to be considered a breakthrough in the category. The question remains, is it so remarkable that it won’t wear well? By wear well, I mean will it hold up over time without becoming trite. This occurs when the first impression is considered “cute”, or “funny” or “outrageous”, but on an ongoing basis it becomes irritating and falls out of favor with consumers. In this case I think “Bad Sushi” may wear well over time. It serves as a strong identifier and is very memorable. There is, however, one more hurdle for such remarkability.<o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">There is one issue the owner needs to be very aware of. Of all retail businesses, customers of restaurants are among the least forgiving. One bad experience and it will likely be a very long time or never before a consumer will return. Beyond that, consumers seem to pride themselves in spreading the negative word. The name BAD Sushi goes beyond an identifier and becomes somewhat of a challenge. “Try me and I will prove to you I am not bad,” is perhaps what it is communicating. Over time, I have learned that all consumers have the same operating state of mind, “what’s wrong here”, meaning they are ready for this kind of a challenge. <o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">As it turns out, my son Eric and I were up for the challenge. We went to BAD Sushi for lunch last week and were clearly there to see how good or bad it was. We could easily have gone to any of the other fourteen or so sushi restaurants in the area but we responded to the subliminal challenge. We ate a lot of sushi and it was all great and some of it was extraordinary. As far as we are concerned, we find it easy and kind of fun to recommend BAD Sushi to friends. I am also very clear that we were in a critical state of mind when we were there, and if the sushi had been average we would have “tagged” it as bad sushi, living up to its name.<o:p></o:p></span></span></div>
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;">The learning here is that it pays to characterize your business in a remarkable way as long as you can support whatever it infers. This is a strategy I have been marketing with for my entire career. How do you feel about bad sushi?</span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Cheers, </span></span></span><br />
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<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keith Chambers</span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;">Keynote Marketing Speaker</span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">Creative Marketing Consultant</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;">(310) 473-0010</span></span></span></span><br />
<span style="font-size: large;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: large;"><span style="font-size: large;"><span style="font-size: large;">www.chambersgroup.com</span></span></span><i><span style="font-size: large;"> </span></i></span></span><br />
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Keith Chambershttp://www.blogger.com/profile/03940409180017118552noreply@blogger.com0