tag:blogger.com,1999:blog-34032420Mon, 25 Oct 2010 14:24:17 +0000To win in business you must <u>out-sell</u> & <u>out-market</u> your competition. Focus on: <p><u>People</u>: customers and employees</p><p><u>Package</u>: your face to your customer</p><p><u>Brand</u>: your identity</p><p><i>Craig Lutz-Priefert</i> is President of <a href="http://www.marketingworkouts.com/">Marketing Hawks</a>. I guarantee our services will make you better at marketing and sales. Salespeople, check out: <a href="http://www.videomypitch.com">VideoMyPitch.com</a>.</p>http://people-package-brand.blogspot.com/noreply@blogger.com (Craig Lutz-Priefert)Blogger91125tag:blogger.com,1999:blog-34032420.post-3831680287327127534Tue, 10 Jul 2007 01:23:00 +00002007-07-09T20:24:46.265-05:00AdWords TipsOK, last time I discussed content. I am a bigger fan of content than ever, and feel that writing for successful content inclusion (and clicks) is one of the greatest challenges we as PPC marketers can undertake.But let's turn our attention back to keyword search for just a moment. Many of you are no doubt more familiar than me with the power of impression share, but for those of you who are newhttp://people-package-brand.blogspot.com/2007/07/impression-share-and-google-adwords.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-4844289787552286781Thu, 28 Jun 2007 22:21:00 +00002007-06-28T17:24:02.117-05:00AdWords TipsGo beyond the obvious with your Google AdWords Content campaigns.OK, many of you who read this are way better at running AdWords campaigns than I am, but my hope is a few newer marketers will read this and learn something valuable.First, the usual best place to start maximizing an AdWords campaign is with your Keyword search. There are tons of tricks to gain a higher click-through rate, but one http://people-package-brand.blogspot.com/2007/06/separate-google-content-campaigns-for.htmlnoreply@blogger.com (Craig Lutz-Priefert)1tag:blogger.com,1999:blog-34032420.post-7610156936270198094Tue, 26 Jun 2007 10:58:00 +00002007-06-26T05:59:19.077-05:00OK, you are a business, marketing to a consumer. You know Value Chain analysis is critical. But, rather than matching up your Value Chain of your business exactly to the “Value Chain” of your consumer, you are ranking the buyer criteria as outlined in Michael Porter’s book Competitive Advantage. Now’s the time to add Maslow’s Hiearchy of Needs into the mix. Overly complex? Too much data? Too muchhttp://people-package-brand.blogspot.com/2007/06/maslow-and-consumer-value-chain.htmlnoreply@blogger.com (Craig Lutz-Priefert)1tag:blogger.com,1999:blog-34032420.post-2125134172423633092Thu, 14 Jun 2007 18:04:00 +00002007-06-14T13:06:13.369-05:00Michael PorterValue ChainIf Value Chain analysis is so important, then why is it so few companies truly try to employ it in their day-to-day work?Of course, there are a variety of reasons, but one reason may be the very general nature of the Value Chain charts that Porter uses. To be valuable across a wide variety of industries, Porter constructed a diagram of his Value Chain that is very flexible. There are five “http://people-package-brand.blogspot.com/2007/06/customize-value-chain-for-your-consumer.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-3926323788102042753Tue, 05 Jun 2007 11:41:00 +00002007-06-05T06:42:07.440-05:00Michael PorterValue ChainPackageOK, through your Value Chain analysis you’ve discovered that a key component in your assembly instructions was discontinued. The yellow piece of paper that explained Step 13 in tricycle assembly was deleted; the attendant result was a huge up-spike in Helpline calls from frustrated customers asking about Step 13.Your solution—bring back the yellow. You mention this to management, and it’s http://people-package-brand.blogspot.com/2007/06/learning-from-step-13-via-package.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-285699939128854880Wed, 30 May 2007 12:02:00 +00002007-05-30T07:12:01.526-05:00Michael PorterValue ChainWhen you’re ready to invest your time in developing a solid Value Chain analysis, you want to leverage that time in the most efficient and effective manner. That means looking in the most high-value places in both your company and in your customer’s interaction with your product (service).A good place to start is by discovering complaints from your customer service dept.Imagine you are in the http://people-package-brand.blogspot.com/2007/05/avoiding-step-13-by-leveraging-value.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-2918182166539663080Thu, 24 May 2007 17:33:00 +00002007-05-27T13:26:14.306-05:00Michael PorterValue ChainOK, so why do marketers need to understand Value Chain analysis? Why can’t we just write a super ad?Because the more you know about how your product (or service) interacts with the customer the more you can match up company strength with customer need. If you can successfully do that, you will win at marketing.In Competitive Advantage Michael Porter outlines the importance of the Value Chain http://people-package-brand.blogspot.com/2007/05/importance-of-value-chain-analysis-for.htmlnoreply@blogger.com (Craig Lutz-Priefert)1tag:blogger.com,1999:blog-34032420.post-2151732629836429893Tue, 22 May 2007 11:11:00 +00002007-05-27T13:24:07.487-05:00PeopleQuick Quiz: Let’s say you’ve just out-marketed a competitor who has a product that in all honesty is superior to yours. You’ve done a better job of signaling to the customer that your product will actually meet the consumer’s needs better. Congratulations. Now what? Do you:A. Stop communicating with the customer. (Hey, they’ll eventually find out the other product is better anyway.)B. http://people-package-brand.blogspot.com/2007/05/keep-signaling-after-sale.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-5942028158488549020Sat, 19 May 2007 12:39:00 +00002007-05-27T13:21:24.920-05:00Here’s a line from Law and Order, Criminal Intent that every marketer should memorize. DA Arthur Branch, about to sign an arrest warrant for a judge in a high-profile case: “It’s not enough to do good; you gotta be seen doing good.”And that’s the essence of signaling criteria.In his classic Competitive Advantage Michael Porter mentions two types of buyer criteria:use criteria = what the product http://people-package-brand.blogspot.com/2007/05/signaling-criteria-and-marketing.htmlnoreply@blogger.com (Craig Lutz-Priefert)1tag:blogger.com,1999:blog-34032420.post-4635571357544604559Mon, 14 May 2007 11:57:00 +00002007-05-27T13:18:02.079-05:00Video Self-ReviewSales TipsPackageWe typically don’t advocate a live review of your friend’s presentation. Why?a. You simply must have some background information on Who, What, Where the audience is.b. You need time to jot down your initial impressions and then combine them with other observations you make as you play back the recorded pitch.So, in an ideal world, it is much better to have the ability to review, rewind and then http://people-package-brand.blogspot.com/2007/05/when-to-use-live-video-review-of-your.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-6958965253081460841Wed, 09 May 2007 11:38:00 +00002007-05-27T13:15:28.815-05:00Video Self-ReviewSales TipsPackageSo, you’re almost ready to review your friend’s video presentation. So far you’ve:1. Received those “Who, What, Where” questions from your friend.2. Prepared to jot down notes about your first impressions.Now, just exactly what is it you’re looking for in that video your friend is going to post on YouTube for you to watch?Well, there are several critical elements that make up any successfully http://people-package-brand.blogspot.com/2007/05/how-to-review-friends-video_09.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-8096541623634399254Sun, 06 May 2007 14:59:00 +00002007-05-27T13:12:21.236-05:00PeopleVideo Self-ReviewSales TipsOK, you’ve committed to helping your friend grow into an ace presenter. She’s sending you a link to a short video. Your job is to watch it and give her honest feedback on her presentation. She’s supplying you an overview of those Who, What, Where questions. You’re off to a great start.But hey, this is your friend. You’ve known her a while. It doesn’t matter if it’s from school or work or http://people-package-brand.blogspot.com/2007/05/how-to-review-friends-video_06.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-186489033950627462Fri, 04 May 2007 12:13:00 +00002007-05-27T13:07:50.600-05:00Video Self-ReviewSales TipsBrandPackageOK, so your friend or co-worker has asked you to review a video she’s made of herself. She wants you to give her honest feedback about how she’s presenting.You’ve said yes—hey, maybe she’s promised to treat at the movies.So, here are some quick tips so that you can place yourself in the best “reviewing frame-of-mind” before you sit down to watch her video.Part One of helping your friend review http://people-package-brand.blogspot.com/2007/05/how-to-review-friends-video.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-4811927002073959143Thu, 03 May 2007 12:39:00 +00002007-05-27T13:04:42.606-05:00Video Self-ReviewWhy not use video before your next sales presentation? There are several ways to implement a video self-check. Yes, you can shoot a video of yourself and then watch any obvious mistakes you are making. But there is a glaring problem with this approach. Namely, the mistakes you catch will only be gaffes that are obvious to you. We call these the “Errors Apparent”. But what about the other http://people-package-brand.blogspot.com/2007/05/use-video-plus-one-friend-to-check.htmlnoreply@blogger.com (Craig Lutz-Priefert)1tag:blogger.com,1999:blog-34032420.post-5748736735097407300Wed, 02 May 2007 14:34:00 +00002007-05-27T12:56:58.729-05:00Video Self-ReviewPackageWhy you can make video review a part of your life.The video revolution is here. YouTube and similar services allow us to prepare a home-made video, upload it, and share it with the world.However, the initial YouTube press hype centered on the impact of viral video to make a product or a band or a job-seeker or a politician popular (or unpopular). The focus of the buzz around YouTube was the http://people-package-brand.blogspot.com/2007/05/exploding-use-of-private-video-for-self.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-2061899863400923252Mon, 20 Nov 2006 23:04:00 +00002006-11-27T06:32:08.728-06:00Thursday, November 23, 2006Brand is More than Features and BenefitsBuilding a brand is not an overnight job. For most small business, the brand is already built--there is a customer base that chooses to buy from your company already. The job isn’t so much to build a brand but build on the brand; discovering where you are positioned relative to actual and invisible competitors is a critical http://people-package-brand.blogspot.com/2006/11/people-package-brand-minute-nov-23-2006.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-6998198124518921891Mon, 20 Nov 2006 23:04:00 +00002006-11-22T17:25:31.814-06:00Wednesday, November 22, 2006Fourth: Brainstorm with the Bloom TeamFourth, it’s time to Brainstorm how to improve your marketing message to take advantage of your current position. You will want to clearly appeal to your customers, but stay in line with where you are already positioned. Remember our analogy of Brand as a sailboat on a lake.You’ll for-sure want to use your employees to help you http://people-package-brand.blogspot.com/2006/11/people-package-brand-minute-nov-22-2006.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-2914452855927526468Mon, 20 Nov 2006 23:02:00 +00002006-11-22T08:41:48.687-06:00Tuesday, November 21, 2006Third: Where Are You Inside the Customer’s Mind?Let’s uncover where your company is positioned in the mind of your customers or prospects, right now. Are you in the middle of that pack of competitors, or do you fill a really unique spot? Jot down one or two sentences comparing your position in relation to your Visible and Invisible competition. Get your staff to help http://people-package-brand.blogspot.com/2006/11/people-package-brand-minute-nov-21-2006.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-7149607588916423821Mon, 20 Nov 2006 23:02:00 +00002006-11-20T17:02:49.605-06:00Monday, November 20, 2006Second: Search Out Invisible CompetitionRemember, it’s the combination of Brand, Package and People marketing elements that lead to small business marketing success. But a strong Brand is the foundation. Let’s recon the invisible competition. If a customer doesn’t choose you or the competition, then where does that customer go? Where does she spend her money? For examplehttp://people-package-brand.blogspot.com/2006/11/people-package-brand-minute-nov-20-2006.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-7125954842968064127Wed, 15 Nov 2006 12:43:00 +00002006-11-17T19:04:38.287-06:00Friday, November 17, 2006First: Focus your Spyglass on the CompetitionYou know your competitors. Make yourself a small chart. Create it as a table in Microsoft Word, or in Excel or rough it out on a piece of notebook paper. Make four columns, with the following headings:CompetitorEstimated Market Share#1 Reason People Buy from Them#2 Reason People Buy from ThemUnderneath the column headings, http://people-package-brand.blogspot.com/2006/11/people-package-brand-minute-nov-17-2006.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-2398723196743669784Wed, 15 Nov 2006 12:42:00 +00002006-11-16T17:03:01.349-06:00Thursday, November 16, 2006Where Are You On That Lake?Maybe you are anxious to use your People and Package strategies to support your Brand’s position; but first it is absolutely critical to understand where that position is. The good news is that most of your competitors probably don’t know where their brand is in relation to you and their other competitors.The bad news is that this state won’thttp://people-package-brand.blogspot.com/2006/11/people-package-brand-minute-nov-16-2006.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-373425120327789213Wed, 15 Nov 2006 12:06:00 +00002006-11-15T06:08:10.795-06:00Wednesday, November 15, 2006The Winds of PerceptionBut we marketers don’t own a motorboat. We’re crewing a sailboat. Our small company’s brand is powered by the winds of people perception. One obvious wind is the picture of our brand held by the decision-maker who has the power to buy our product. But often overlooked are the gusts provided by our referral sources; both customers and http://people-package-brand.blogspot.com/2006/11/people-package-brand-minute-nov-15-2006.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-2061331650264080877Tue, 14 Nov 2006 12:48:00 +00002006-11-14T06:48:21.322-06:00Tuesday, November 14, 2006What Shelf is Your Brand OnMarketers often talk about how to “position” their product or service as if they are mind-controllers who actually determine where--inside her brain--a prospective customer will shelve the company’s brand. But this is one magic trick not easily pulled off; and that’s a vital point to remember for the small business owner.Let’s imagine our http://people-package-brand.blogspot.com/2006/11/people-package-brand-minute-nov-14-2006.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-5688010967206034402Tue, 14 Nov 2006 12:45:00 +00002006-11-14T06:45:48.955-06:00Monday, November 13, 2006The Search for PositionLast week we began the Brand Check Up. That’s critical. Your small business needs an identity customers can easily repeat to their friends. This is your Brand Banner and it is one of the most powerful weapons in your marketing arsenal. After you’ve uncovered the who of your brand, the next step is determining where your Brand Banner is planted http://people-package-brand.blogspot.com/2006/11/people-package-brand-minute-nov-13-2006.htmlnoreply@blogger.com (Craig Lutz-Priefert)0tag:blogger.com,1999:blog-34032420.post-8636241936573749304Mon, 13 Nov 2006 12:58:00 +00002006-11-13T06:59:12.370-06:00Friday, November 10, 200680/20 your Brand Check-UpA Brand Check-Up doesn’t need to be involved or expensive. Look for 80/20 results, gather business intelligence about your small company, and then use this new brand awareness to supercharge your business as you move forward with your marketing. Knowledge is power; power you can use to out-market your competitors.Gather together a team of your http://people-package-brand.blogspot.com/2006/11/people-package-brand-minute-nov-10-2006.htmlnoreply@blogger.com (Craig Lutz-Priefert)0