Journal

Where's The Conversation?

Fred Abaroa — Thu, 14 Jul 2011 15:54:59 +0000

I've been in some intense marketing meeting where I hear how many followers, fans and contact the company has yet they don't see an increase. This is one of those times when I make the dumb statement and look really smart. "Are you having a conversation with those followers, fans, and contacts?" Take a look at your social media streams. If all you see are anouncements and specials your just being a billboard. The benefit of social media is the social. Treat it like your there in person. Find a group and join the conversation. Build on common beliefs, be witty and attractive. Use your best "Pick Up" lines and read my book The Pickup Artist: Business Contacts.

If you want to get the most out of social media be social.

Fred Abaroa
The Marketing Imagineer
Fred [@] TMIFred.com
@TMIFred

3 Reasons an "Already Been Done" Idea Can Work

Fred Abaroa — Tue, 12 Apr 2011 16:35:15 +0000

In my world I have been presented ideas to market only to have the owner give up. The main reason givin is that it is already been done. My message is "Done Give Up!" and here is why:

1. First to market doesn't necessary count you out. The first spreadsheet on the market was Visi Calc. It quickly lost share to Lotus 123. Lotus dominated for years but lost out to Microsoft Excel. I'll bet most of you did not know Visi Calc and Lotus 123 ever existed. Why did this happen? Windows came along. It was more user friendly. The takeaway: Products should be usable by a majority of people.

2. You don't have to be the best to have the greatest market share. In the days of the VCR there was a war between Sony's Beta and the VHS standard. Beta was clearly the best. So why did they eventually lose out to an inferior standard. Well the people behind VHS marketed their product to the people who really counted, the movie studios. The takeaway: Products should have support by the distribution channel.

3. Biggest user base doesn't me there is no room for a newcomer. Not too many years ago MySpace had cornered the market for social sites. Today it is FaceBook. But before either of those it was AOL. As a matter of fact over 70% of all users with email had an AOL email box. Where will it migrate next? Location based apps for your smart phone have become big news. Foursquare, Gowalla, Colors, Instagram, Neer and soon SwarmTrooper just to mention a few. Who will be on top or will they share users. I've been to events where I see a user check in on Foursquare and Gowalla, take Instagram pics, update Facebook locations and send Colors updates. The takeaway: The notion of "There Can Only Be One" just doesn't apply in a free economy.

Do you have a killer idea you gave up because it has already been done? Dust it off, finish it up and hire the Marketing Imagineer to promote it.

Fred Abaroa
The Marketing Imagineer
Fred [@] TMIFred.com
@TMIFred

Rennovating Your Networking

Fred Abaroa — Mon, 11 Apr 2011 18:56:32 +0000

Listen to internet radio with Michelle Neujahr on Blog Talk Radio

Three Ways To Spend More!

Fred Abaroa — Thu, 31 Mar 2011 14:00:20 +0000

I was reading the article "Understand the Business Behind UX... Its Your Job" By Lis Hubert and was reminded of my former boss's philosophy. You see I've been privilege to have a boss who felt I wasn't spending enough. Yes in a world that is all about cutting budgets this CEO had a feeling for what mattered most. One of the things he wanted me to spend more on was computers. He calculated out that over 90% of our business was generated using computers. If we spent a little more for a better, faster computer it would lead to a better user experience and thus more productivity. More productivity means higher profits. Makes sense doesn't it. Here is another simple eye opener. Second idea was free drinks and snacks. In reality employees respond better to this than more money. Weird but true, it actually leads to loyalty and is something employees brag about to their friends. Third is the occasional "Beach Day!" This is that day or afternoon when it is so nice outside you can't stopping thinking about leaving work. So instead of having your employees sit in the office dreaming, tell them "Beach Day!" You will see when they come in the next day they will be twice as productive and think you are the best boss ever.

Are there ways you can think of where spending a little more gives you great benefits? Please share.

Fred Abaroa
The Marketing Imagineer
Fred [@] TMIFred.com
@TMIFred

The PickUp Artist - Business Connections

Fred Abaroa — Mon, 28 Mar 2011 14:10:15 +0000

I'll be on BlogTalkRadio with Michelle Neujahr, Life/Business Renovation Coach, talking about Rennovationg your networking this wednesday, March 30, 2011 12pm ET.

Listen to internet radio with Michelle Neujahr on Blog Talk Radio

For more information on PickUp Artist: Business Contact workshops click here.

Fred Abaroa
The Marketing Imagineer
Fred [@] TMIFred.com
@TMIFred

It Is Better To Give Than To Receive, But Not In This Case!

Fred Abaroa — Mon, 21 Mar 2011 13:38:48 +0000

In my upcoming book, The Pickup Artist: Business Contacts, I talk about networking events. I encourage my readers to not just show up, but have a plan. Parts of that plan should include:

Know who you want to meet
Understand that networking is a process
Go to give, not to take
Have a goal for each event
Act like the host, not the guest
Follow-up

You see the third tip, go to give. This is true for everything except your business card. Let me explain. A couple weeks back I observed a person with a stack of card moving from group to group handing out her cards. No introduction, just a card shoved into their faces. Has this happened to you? What did you do with that card? What impact did that person have on you? Was it positive or negative?

In this case it may NOT be better to give until you are asked. Using Pickup Artist techniques, you would never go to a crowded bar and had out your phone number to everyone there. As a matter of fact only after sensing the IOI (Indications Of Interest) would you ask for the phone number. This works the same in Pickups for Business Contacts. Ask for the business card. Take some notes on how you could help the person. Later that evening or the next day "call them" by adding them to your LinkedIn contacts or send an email. Remind them who you are, that you were thinking about them and would love to meetup.

Need a Wingman at you next event? call on

Fred Abaroa
The Marketing Imagineer
Fred [@] TMIFred.com
@TMIFred

Networking at Conferences

Fred Abaroa — Mon, 14 Mar 2011 18:36:39 +0000

This is an opportunity for you to tell me you networking triumphs and disaster. Use the comment field below:

Fred Abaroa
The Marketing Imagineer
Fred [@] TMIFred.com
@TMIFred

If Only A Grocery Store Were Designed Like A Website!

Fred Abaroa — Thu, 24 Feb 2011 13:49:40 +0000

Grocery stores are a marvel of organization. The aisles are all categorized by types of food. Most likely you'll start in the produce section on one side and end up with dairy on the complete other side. Milk, eggs and bread top the list as the most common thing bought. If your grocery store were a website those items would be on the front page. Wouldn't it create a better user experience if they were grouped together in the front of a grocery store?

In this case it is not about user experience, it is about selling food. Think about it. You go to the store to pick up a few items and end up with a basket full. It's genius. The user most likely wanders through almost every aisle. As they wander they see things "They need to buy". When you get to the check out there are more items waiting for you. These are known as impulse buys. By design you'll wait for at least one customer ahead of you. This give you time to buy one or two more things. I'd love to meet or be one of these grocery store designers.

This tactic has been used in many other industries. Magazines and newspapers were great at this. You would browse page by page and hit every ad along the way. The TV ad interspersed in the show you were watching. If you can think of other example post them in comments.

With the internet we have lost a great opportunity to market by taking away the browsing aspect. Information architects group information and allow you to go straight to it from any page on the website. This is all and good and give a good user experience. But is it really the most effective? Maybe there is a way to do both? Websites like Amazon post sections like "Frequently bought together" and "What do customers ultimately buy?" And like the grocery store these items are on the way to product details. Perhaps an insurance website could do the same. Maybe even have some articles about benefits of other insurance. Stories of claims received would be a good aisle to wander through. And of course having the impulse buys at the checkout.

A good UX designer will take the model of the grocery store and its marketing genius into consideration. If they don’t, call on me.

Fred Abaroa
The Marketing Imagineer
Fred [@] TMIFred.com
@TMIFred

10 Aspects of Good UX Design

Fred Abaroa — Tue, 22 Feb 2011 16:10:34 +0000

Good UX design:

Should be innovative
Should make a product useful
Is aesthetic design
Will make a product understandable
Is honest
Is unobtrusive
Is long lived
Is consistent in every detail
Is environmentally friendly
Is as little design as possible

Lead me to your examples by commenting.

Fred Abaroa
The Marketing Imagineer
Fred [@] TMIFred.com
@TMIFred

5 Opportunities Lost!

Fred Abaroa — Mon, 10 Jan 2011 14:01:46 +0000

I attended a great networking event last week. It had all makings a Pick Up Artist, for business contacts, could want. Food, Plenty of People and a host that encouraged networking. I saw a friend there who has been struggling with his health product business. Unfortunately he did not take advantage of the opportunities this event could have granted him. Below are the five I noticed:

1. Failed to provide a Door Prize. Most events give the attendees an opportunity to win something. This event was no exception. They asked openly for door prizes. I asked my friend if he had any product in his car to give away. He did but when I asked later if he donated anything he said no. Some of my greatest brand recognition has been from door prizes. So donate when you have a chance and get a few people at the event to yell and scream when your product is mentioned.

2. Didn't work the floor. A good Pick Up Artist, for business contacts, will move around as the night goes on. Staying in one spot, with one person doesn't really help. Your goal at these events is to make appointments to talk in depth outside of the event. There are a lot of people here that you may not see again if you don't meet them. Take advantage, move around, meet people.

3. Bad Business Name/card. Your business card is a reflection of you. My advice is to have two sets. One that is personal. Basic Name and contact information plus your personal LinkedIn, Facebook and Twitter Address. It should have a conservative Photo of you. (This is for people like me who have a hard time putting faces and names together.) And of course have you Business business card. In this case my friend had won a prize in the raffle. They announce his name and a business name that I think was an ingredient or two in his health product. It was hard to pronounce and long and in the end the announcer made fun of it. Not a good impression.

4. Didn't give away prize won. I know we all like to win but if you want to make an impression give the prize to someone who expressed an interest. I noticed another prize winner did this that night and ended up exchanging cards. This makes you look like a rockstar. The best Pick Up Artist are the ones that you want to meet. This is one way to become that person.

5. Didn't take advantage of wingman. Wingman are friends that can help you look good and meet others. I learned very quickly that there are key people at these events that seem to know everyone. You need to become friend with them right away and they in turn will introduce you to other. The host of this event is one of those. I being a friend was also one. When you get to the event find your wingman and ask who you should meet that night. That wingman will bring you to the person say a couple good things about you and let you do your thing.

I have one other piece of advice at an event, get to know the photographer. If you can successfully get to know the photographer they'll take pictures of you. Sometimes a lot of pictures that end up in articles and forums. Then at the next event you'll be recognized as one of the influential people everyone should meet.

Fred Abaroa
The Marketing Imagineer
Fred [@] TMIFred.com
@TMIFred