Only 50% of marketing works… no one knows which 50%.
It’s an idea, that many believe isn’t true now that there is the ability to track visitors and where they came from… on the Internet. What is still not sure of is exactly what caused the person to seek the services a company offers. It might be the reason that hot new ad campaign is working so well is because a movie had a similar item used by the star, usually the person reaching out to a business doesn’t really know. They may think they do which will cause a new ad campaign with a similar message to go out. New movie goers will jump on board or something else might trigger them, but very doubtful the ad did all the work.
Now, lets jump back to the company when it was just starting out. What was important was getting the message of the business out to would be ‘investors’ and ‘buyers’ of the service. Most often, the message had to be delivered very quickly… standing in line at the store, between meetings… or on the elevator. If your new to starting a business, there are two versions of your quick message needed. One that is 10 seconds long that you can deliver to the question “what are you up to these days?” or “crazy weather we are having”. If there person is at all interested, meaning they didn’t turn and run, you need to be able to roll into a 30 second message. If it is good, the person won’t get off the elevator on their floor to hear what you have to say. If you can’t get a person’s interest in 30 seconds, you have a bad message or you are talking to the wrong person.
Back to the ‘what marketing works’. You can’t be everywhere, all of the time. So, empower your employees to say the message. If they believe in the business, they will have no problem saying the 10 second bit with enough energy to make it an effective marketing moment. If someone asks them what they are doing these days, they shouldn’t have to think about it and say “Oh, the same thing as before, selling kitchen stuff”. The ‘better’ answer would be “Changing the world one dinner at a time… I’m working for XYZ helping people see that a really great spoon makes meals more enjoyable”.
If you have a business with sales or tech support, every person should know the 10 second elevator pitch for something you offer. They should practice and see the success of a simple mention that represents excitement rather than a pitch they are reading off of a card. This is not a suggestive sale, you don’t want everyone to say “do you want fries with that?”, you NEED them to put a different view on what a person may have seen a million times before but missed.
The sale might not happen at that moment, don’t let the employee feel they need to close the sale. You may not even get the future sale when you run your next ads, but later your customer won’t be able to put their finger on it but they will seek you out. Usually we don’t remember the elevator ride but we feel good about the energy around that spoon company’s product when at the store… “must be because of that magazine ad they ran”… they don’t know why and you won’t be able to pin your success to one employee chatting in the grocery store line, but everyone will win in the end.
Years ago, I saw a magazine article where a person with the company I was working with had mentioned they had very successful workouts on the way to their job with XYZ. When I mentioned it to the c0worker, he let me know that the company’s lawyers let him know that in the future he needs to get permission to mention the company’s name. In the positive light of the article, they would have been better suited giving the employee tips on how to talk about the company and if they can help him get into other related articles.