Today, we continue our discussion with John Tantillo, The Marketing Doctor. John is a behavioral research psychologist with over twenty years of marketing experience. He is the President of the Marketing Department of America and regularly appears on Fox News and Fox Business News. Last time, we discussed the difference between a makeover and a brand-over. Let’s get back to the conversation …
___
Hear The Marketing Doctor talk with George & Mary-Lynn on The Bigg Success Show! Click the purple player: Play Now | Play in Popup | Download
Hear The Marketing Doctor talk with George & Mary-Lynn on The Bigg Success Show! Click the purple player: Play Now | Play in Popup | Download___
___
John, let’s say you have a brand and it’s not working. You need a brand-over. How would you do that if you’re an existing business?
___
___
The first thing you have to do is reach out to your customers. This rebranding, or brand-over notion, comes from the marketing concept. It is not “build it and they will come” ala health care that’s being promoted. It’s find out what people want and give them what they want. For example, let’s say you have a car wash and you think hot wax is what everyone wants. But you’re not getting the number of people you want through your car wash. So you ask your customers, “Why aren’t you coming to my car wash?” They say, “It’s the hot wax. It interferes with my paint job.” Ah! What does that tell you? You shouldn’t be using hot wax, even though people in the business have told you that hot wax is great. Ask your customers. Stay in touch with them so you can give them what they want. How do you get somebody to like you? You tell them what they want to hear or give them what they want. That’s the secret.
___
___
That’s how I got Mary-Lynn! Companies have kind of gotten this, John, although they don’t always deliver upon it. As individuals, isn’t it important to understand that a brand is a promise? We have to be careful about what we promise to be absolutely certain we can deliver it.
___
___
Absolutely. There’s nothing worse than promising a consumer something you don’t deliver. I’ll give you an example of this. Many years ago, in the New York area, there was a beer called Peel’s Beer. Their advertising was so clever that it generated a lot of initial sales. The problem was nobody liked the beer. They promised a great beer but they didn’t deliver a great beer. Not a good thing.
___
___
Maybe they should have positioned it as the beer you drink after you’ve had a few?
___
___
There you go! Are you sure not in marketing?
___
___
| Get the tips and tools you need to be a BIGG success. Subscribe to the Bigg Success Weekly – it’s FREE! |
|---|
___
___
John, you always offer a “Tantillo Takeaway” on your blog. I’d say our takeaway with you today is “know your target market.”
___
___
That’s always the secret. Who is your target market?
___
___
You recently had a great post about institutional communication versus individual. The example you gave is that John McCain now has more followers on Twitter than the White House. So the individual has power with new media that institutions don’t have.
___
___
That is correct. It’s driving the heck out of these Washington media types that the blogger, or the candidates themselves, can go directly to the voter. If we’ve learned anything today, it’s that the game has changed. You have to be on top of all the new social media. I’m 58 years old and I’m on Facebook with over 3,400 friends. I’m on Twitter and LinkedIn. I even went to my old high school web site and now I have a page there. The point is that you have to use every marketing tactic you can possibly use in today’s world. It’s funny. It’s the very reason President Obama became President Obama. He was sophisticated. Now, in the institution of the White House, maybe he feels that he has to move on or do things more traditionally.
___
___
He’s also more edited now than he was before.
___
___
No question about it.
___
___
Let’s talk about small business owners. We hear all the time that they don’t have the time to get out there and utilize these new media tools. They don’t even know how to get started. What would your suggestion be to them?
___
___
You have to do it. Enlist young people – high school students, college students home for break or friends of your own children. It doesn’t have to take a lot of time. To give you an example, I started Facebook about a year or two ago. I didn’t really do anything. Then I went down to my favorite place in the world – God’s waiting room – Miami Beach, Florida – at Christmas time. I’d picked up a book in the library, about how to market yourself on Facebook. It’s been an increasing positive function – how do you like that, George – in terms of Facebook friends ever since. I love it. And hey, if I can do it, anybody can do it. You have to make a little bit of time. It’s a good reason to go on a vacation where you don’t think about your business, but about yourself in terms of the business. It’s a little different. I’ve found it fun and exciting. You have to make it part of your day. It’s like doing cold call sales. Nobody likes to do it. But, at one point, when things aren’t moving, you just have to go and do it. You have to make time.
___
Thanks so much for joining us today. Next time, we’ll wrap up our conversation about John. We’ll discuss social media marketing tips. Please join us! Until then, here’s to your bigg success!
Subscribe to The Bigg Success Show in iTunes.
Subscribe to the Bigg Success feed.
Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00474-090309.mp3
Related posts
This is the third installment of our five-part Dog Days series. Today we want to talk about relationships. There’s that old saying, “It’s a dog eat dog world.”
