Why Einstein Makes A Great CMO

"We can't solve problems by using the same kind of thinking we used when we created them."

“Insanity: doing the same thing over and over again and expecting different results.”

"Imagination is more important than knowledge."

"Anyone who has never made a mistake has never tried anything new."

---

Good old Albert. Maybe the world's first marketer.

Let's fast forward to today. Facing ongoing and perhaps increasing uncertainty in regards to the economy - many businesses are trying to do more for less - including but not limited to hiring freezes, heightened hiring scrutiny, slower hiring processes, marketing and advertising slowdowns, and so forth. For the record, I acknowledge I just pointed out the obvious...

What is also obvious - yet seemingly and simultaneously a HUGE disconnect - is that many businesses are not acknowledging two critical truths:

1. The economy is not getting better anytime soon. Sorry. Thus, the notion of "riding out the storm" is essentially a capitulation with no true end or reversal in sight, and whose intrinsic passivity could actually make matters worse.
   
   
2. Amidst the seemingly flawed process of "riding out the storm" - brands who continue to market, sell and/or fundraise using the same strategies, tactics, resources, and balances (of the aforementioned) will face even MORE problems, as many of these approaches are now too expensive, ineffective, or simply irrelevant.

Now what?

There's a movie quote that goes "Do the thing you're afraid of. Find the courage later." Translation: Embrace change. Embrace innovation. Embrace collaboration. Do things differently. Do something.

Ask yourself the following questions:

• Are your brand stories and communications appropriate for this challenging time?
• Are your sales, marketing and/or fundraising strategies applicable to this challenging time?
• Are all of your core online front doors (web sites, microsites, blogs, etc.) optimized?
• Are you maximizing social media and PR - much of which can be utilized for free?
• Are you working with other local businesses with complimentary resources?
• Are you working with other local NONPROFITS with complimentary resources?

SOLUTIONS:

1. Consider consulting sessions with brand marketing and digital/online marketing experts to audit your messaging and overall strategies.
2. Consider affordable, innovative, experiential strategies and tactics you haven't tried before - especially online and event-driven programs.
3. Consider spending reasonable dollars on Search Engine Optimization and Search Engine Marketing.
4. Consider updating AND expanding your Social Media Footprints on Facebook, Twitter, LinkedIn, MeetUp, etc.
5. Consider local, affordable event marketing partnerships.
6. Consider local, affordable CAUSE marketing partnerships (internal and external).
7. HIRE people who can help lead and oversee these crucial needs!!!

Even in this indefinite economic maelstrom, businesses must spend money to make money. If businesses and organizations do nothing - let alone something new - they are likely only delaying an "already happening" slowdown, and they are surrendering to the inevitable activity of their competition.

If businesses spend on/employ the same strategies and practices as they have in the past, they will at BEST realize scaled-back results. It's time for a new relativity. Start now, and be your industry's/community's next Einstein.

Marc Portugal

Check out my entry on my New Cause Marketing Blog

Check out my entry on my New Cause Marketing Blog:

How Cause Marketing Can Drive Reliable Traffic and Revenue NOW --- http://causemp.blogspot.com/

Agencies vs. Employees: An interesting dilemma

As a job seeker, I often wonder what prospective employers envision the ROI will be from a given FTE for a given salary. More often than not these days, it seems that the expectations far "outweigh" the compensation being offered. I know this sounds cliche - the proverbial "everyone's underpaid" syndrome - and I suppose that lower compensation packages are indicative of the true challenges presented by the recession. In short - if there are more people willing to work for less - why pay more?

This got me thinking about the differences between a direct employee fulfilling a given role and responsibilities vs. an agency whose core expertise focuses on the very needs of that job.

Let's pretend a job pays $35K. That's roughly 3K a month. For 3K a month - a prospective employee at that paygrade will perform as well as s/he can based on skill sets and past experiences. Realistically, for a 35K FTE, those skills and experiences may in fact be limited. This employee represents additional costs beyond their salary - including but not limited to "tools of the trade" (PC, cell, PDA, business cards, etc.), potential reimbursements for health insurance, travel, client communications, etc. S/he will also be entitled to paid vacation days, and "susceptible" to natural delays and impasses such as illness, commuting problems, etc.

Now let's pretend the same job was offered to an agency whose core competencies directly correlate with the role's key requirements. The employer saves on insurance, "tools of the trade", and PTO. They get a TEAM of people (as opposed to an individual) whose collective skills and knowledge intrinsically present more resources than a single FTE. An agency is innately programmed to "over-deliver" on-time and on-budget, as their reputation and opportunity for renewals and recommendations depend on these circumstances.

Some employers would argue that outsourcing certain work would "dilute" the genuineness of their brand/products/services because the connectivity of the stakeholders is technically one degree removed. Other employers might see the engagement of an agency as a means of saving money and (under the radar) prospecting for future recruitment.

I wonder if there are any search personnel (recruiters, head hunters, source professionals, etc.) who specialize in placing agencies as opposed to/in addition to individuals. I've heard of "lead generation professionals" for agencies but I know of none that actually delivered. Maybe it takes an expert in recruitment/professional search to "sell" the value of an agency as effectively as they sell the value of individual clients.

Maybe it's a whole new niche. Maybe I'm just nuts and really tired of looking for a job.

PS - check out Hire Power Solutions, Inc. in Chicago, IL if you're looking for a job, as well.

Marc Portugal

USE the Recession: From Recalibration to Revenue

A belated Happy 4th, and RIP MJ...

Back to business (no pun intended.) Due to the ongoing recession, layoffs, etc. your business may have more time on its hands then you'd like. Having said that --- are you using this time wisely to recalibrate your core marketing platforms?

Understanding that budgets need to be managed, conserved and/or spent as carefully as ever, there are no less than a dozen core marketing considerations that you can enhance, improve and/or refocus for FREE or for very little cost. As a result, you may actually increase traffic and revenues NOW - in spite of the economic challenges. They include:

• Search Engine Optimization - adding and/or adjusting keywords, meta-tagging, verifications, etc. to optimize costs of online advertising spending.
• Organic Search Optimization - adding and/or adjusting local listings, linking, etc. to optimize costs of online advertising spending.
• Web Site Updates - remove all out-dated information, post new offers, blogs, pics, etc.
• Web Site Analytics - ensure all site traffic including microsites and splash pages are being measured to gauge effectiveness of content.
• Facebook Profile Updates - remove all out-dated information, add new friends & fans, post new offers, blogs, pics, etc.
• Twitter Updates - post new offers, progress on other changes, behind the scenes insights, etc.
• LinkedIn Profiles - remove all out-dated information, add new/generic profiles for other employees & job descriptions.
• E-mail Database - mine existing contacts for key data, clean list to lower transmission costs.
• SMS Database - mine existing contacts for key data, clean list to lower transmission costs.
• In-House Signage/Collateral - remove all out-dated information, ensure current materials are accurate, presentable, etc.
• Cause Marketing - source alliances with local charities whose goals and audiences correlate with your business - share resources for joint promotions and events both online and offline.
• Networking - attend events relevant to promoting your business, recruiting team members, sponsors, etc.; contact friends, family and colleagues using e-mail and social media with updates and WOM requests.
• PR - script press releases based on new offers, discounts, promotions, events, cause alliances, new hires, remodels, rebranding, etc. and send via e-mail, social media, and/or web services.
• Talk to your Customers!!! - in person, via surveys, via e-mails, etc. - now more than even you need to know their voice, habits, preferences, needs, tolerances, etc. - use this time to develope and deliver a brand promise stemming directly from the customers themselves!

Please also take a moment to re-read (or read for the first time) one of my previous blog entries called "Market ahead so you don't end up behind" as it also addresses calibration - but in the context of timing and planning in advance.

Many of the services above can be addresses in-house, but I would absolutely recommend considering outside expertise. Check out Rise Interactive in Chicago, IL.

Marc Portugal