Rebranding Is Sometimes Just Reframing

Many of you wonder what I do and how I can help. I am a consultant with a technology, market research, and psychology background. My speciality is to rebrand. I recently came across a TEDx talk which gives an idea of what I do and how. Please take a look and see if my speciality is right for you.

The circumstances of our lives may matter less than how we see them, says Rory Sutherland. At TEDxAthens, he makes a compelling case for how reframing is the key to happiness. http://bit.ly/MAdZEY

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

3 Reasons an "Already Been Done" Idea Can Work

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

If Only A Grocery Store Were Designed Like A Website!

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

5 Opportunities Lost!

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

5 Reasons To Have An Online Conversation

In my book about networking, The Pick Up Artist: Business edition, I mostly talk about physically being there. In person you can watch for body language and use the sense of touch to solidify a meeting. You can also run into problems with first impressions like your clothes, not remembering someone, and simply not knowing what to say. Another problem could be not finding the right people to meet. The solution is the Social Media. A good Pick Up Artist can get more contacts while looking more impressive by having an online conversation. Here are 5 reasons why:

1. Choice: In the physical world you are limited by where you live or can travel. I have gone to pretty much every networking event in Portland, ME. Problem is I am running out of people to meet. Second problem is have I met the right people. A friend of  mine had a hard time booking speaking engagements in Maine until he met someone online who physically live on the other side of the country. You really could have a conversation with anyone all over the world from anywhere.
2. Looking your best: A super Pick Up Artist knows first impressions are everything. In the online world you can spend more time prepping yourself. You can get a professional head shot or avatar, spend time getting your profile just right, get to know the person before you start an online conversation and take your time to form complete and knowledgeable response during the conversation.
3. 'Chance' meeting goes away: I've gone to some events hoping to meet someone and had it not happen. Sometimes it was my fault but many times the event just didn't have the right people. Online you can look for the person you want to meet. You can take the 'chance' out of 'chance' meeting by targeting the person you would like to meet and doing research. You can 'hang out' where they hang out and converse with mutual friends. By the time you actual are introduced online you could already have formed a bond.
4. Bigger Network: This goes without saying, there are simply more people you can meet online than in person. Let’s say you go to a conference with over 2000 attendees. You spent 2 days there but only meet 10 people in person. The Pick Up Artist would also participate in twitter with a hashtag to the event. The conversation may have 50-100 attendees participating. By building upon common interests you can become friends with these extra 50-100 and eventually hook up to their friends as well. Just keep the conversations going by asking about the conference. I often ask about classes I could not attend and give notes on the ones I did attend.
5. Its 24 hours a day: Sometimes I can’t sleep so I go on to twitter and ask, “Who’s up?” You’d be surprised at the answer. These late night conversations are golden. The people could be on the other side of the world, up with the baby or working late. This is a chance to be the advisor, linguist or set or ears. Many relationships of trust have started late at night or early morning. Being able to be a Pick Up Artist 24 hours a day also lets you pick up at you leisure, after you have done research and/or when you have the inspiration.

So has this been enough to convince you to be a social media Pick Up Artist? Start the conversation with me using twitter, Facebook or LinkedIn.

http://twitter/TMIFred

http://www.facebook.com/CostaVidaFred

http://www.linkedin.com/in/fabaroa

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

I Just Found The Recipe To Egg Nog

I love egg nog so much that I even know it hits the stores around October 26. I thought about making some on the off season but never knew how. All along it was on the carton under ingredients. I just need to find carrageenan and I'm all set.

In reality it is not that easy. You need to know the correct amounts to mix. I've also found out from professional chefs there is an order to the way you add ingredients. There is even some wait time you should adhere to get the most flavor. Here is one thing I learned from my award winning sister when baking cookies. Don't melt the butter, mash it in or your cookies will be flat.

All of this is a metaphor for marketing. Most people could spout off the ingredients like: ads, promote, web site, seo, social media, packaging, etc. But do they know in what order and amount to use these ingredients? Do they know how long to bake or let rise? Have they learned the little secrets from experience? Will they add the right amount of dye to make it look appetizing?

There is a lot more to creating an award winning dish than the ingredients.

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

What is of most value in a presentation?

When I was young I watched with fascination as my mother would take a baby in her arms speak a little Spanish and get a huge smile or laugh. She would tell the parent that Spanish was the celestial language. It would be years until I discovered what the secret. And this same secret can help you as a presenter.

The secret is in your attitude. Your attitude must be one of confidence, caring, and enthusiasm. My mom would hold the baby, look at her in the eyes, smile and then speak in Spanish which is very musical when you listen to it. You may not be able to hold an audience in your arms literally but you can figuratively. In the first couple minutes of your presentation do something that will involve them. You can get to know them by raise of hand, have them repeat something you say, throw branded stuff to the audience or anything that gets them to react. The secret is they must react or participate. I have had audiences do the wave, sing, come on stage and switch seats. If this is done in the first few minutes of your presentation your audience will see your confidence caring and enthusiasm.

Want to know more? Let’s get a discussion going.

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

5 Indications That Black Friday Is Going Nowhere

I see more and more people shopping online for those mad deals on black Friday. But is this taking away from the block and mortar black Friday? I say no and this is why.

1. Competition
I have friends that treat black Friday like a sport. They plot out which stores they will hit at what time to maximize their savings. One of these friends always tells stories of the super cool item that he almost got. Then tells me what he did get as the alternate. I was describing this behavior to day in conversation when a colleague said that described his sister. As they drove to Thanksgiving dinner together she told those present where she would be later that night and the next morning. Yes competition is alive and well in the Black Friday Shopper.

2. Foursquare and other location based applications

This year I was enticed by the Black Friday Foursquare shopping deals. It was awesome to me to check into various stores and unlock the deals. From $15 off my $50 purchase at JC Penny’s to 5 Free prints at Ritz Camera. (My 16 year old was not that enthused.) This location based offer is in its infancy only to get better and better. I believe this time next year the offers and people will be five times better.

3. Hands on
We are still a hands on people. As a matter of fact you are 22% more likely to buy an item you have touched (Plus you'll pay more for it) Notice the cut outs in the boxes of many toys allowing you to touch the toy. Watch yourself as you feel the clothes or are compelled to open a box to see (really touch) the item inside. A savvy salesman will get you to hold the item. A car salesman tell you to "Get in and take it for a test drive" I don't think out need to touch is going away anytime soon.

4. Deals are better even though the odds are bad.
Best Buy was advertising laptops for $199.99. That is cheap enough for many to try to get in line at 4:30am because you are not going to find a deal like that online. Of course there was only one per store at that price. That unbelievable deal is attractive to a lot of people. Car dealers use it all the time. It works!

5. People Watching
I mainly go out on Black Friday to watch the people. Many of you know I love to study behavior. In a few hours you will see three types of people. The ultimate "What can I Get For Near Nothing?”, the "I am on a budget this year" and the "Let's see if this time I can get all my shopping done early" crowd. Later on in the day the "no agenda" shopper comes out. My friends in retail love this customer because they are ready to spend a little more and are relaxed doing it. I love to read the faces of the exhausted "I cant believed they dragged me out of the house" people who are sitting on the bench waiting for a loved one to declare "It Is Finished!" This is what really does it for me.

You know what we can really learn from the Black Friday craziness? Year round marketing! Need help doing this? Call on...

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

Could MicroPayments Create A New Revenue Stream For You?

A micropayment is a financial transaction involving a very small sum of money. PayPal defines a micropayment as a transaction of less than 12 USD. Much of this you see online. For example you can buy content to enhance your console games. In itunes you buy one song or a tv show episode. Many consumers don't really think much of spending 2 or 3 bucks on an item. Many websites have premium or members only content for monthly micropayment. This is not only online but off line as well. The "Dollar Store" has become big business. Recently I have seen this spread into the grocery stores with the mini cup of ice cream for only a dollar. You might even make a quick sales because the transaction is small enough it doesn't need budget approval.

So let's think for a moment. What micropayments can you add to your business? Hopefully your salesman take great notes on objections, especially when it comes to price. This will make the brainstorming of ideas much easier. (if they don't see Telenotes for some help with that) Write these objections on the board. Are there some that indicate the prospect needed a few but not all the features? Is an opportunity to create a lite version. Later on the salesman could present other features for a little more a month. (Much like the cable companies do.) Or what about offering a subscription model instead of the one time payment. World of WarCraft 9.99 a month multiplied by how many users...That's a lot of money. Can you offer some silly extras like the apparel offered for your XBOX avatar? Could you take a half gallon ice cream selling for $4.99 and package it into 10 6oz. cups selling for $1 each.

Each of your opportunities is unique and profitable.

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

5 Methods For Effective Note Taking

There are mainly two reasons you go to a presentation. It is either to learn or to network and many time both. It is obvious that effective note taking will help you learn, but did you know that sharing notes is a great way to establish relationships? With that in mind here are my 5 methods for effective note taking:

1. Make your notes brief! Never use a sentence where you can use a phrase. Never use a phrase when you can use a word. Use abbreviations and symbols but be consistent.
2. Put most notes in your own words. Some exceptions will be formulas, definitions and specific facts.
3. Use outline form and or numbering system. Indentation helps you distinguish major from minor points.
4. If you miss a statement, write key words, draw a line where the missing words will go and the details later. (I use this as a conversation starter, "That was a great presentation. Do you remember the part about... I need to fill in some blanks)
5. Don't try to use every space on the page. Leave room for note sharing with others. You may want to list key items in the margins

If you are an artist like Peter Durand you can take notes by drawing a picture. See his notes from PopTech at http:\\www.alphachimp.com. I actually use this are to help me review my notes. I also use Evernote to synchronize my notes on my iphone, ipad and pc. That way I can refer to my notes practically anywhere. I discovered SoundNote for the iPad. It records the audio while you take notes. Later you can touch your note to fast forward to that part in the audio. I have to warn you it could make you a lazy note taker.

These are just a few methods to make you a more effective note taker. Share some of you note taking tips, tricks and disaster stories in the comments section below.

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

Is My Work Over? 5 Tips For Post Conference Power

Just got back from Pop!Tech, a conference for "world changing people, projects and ideas". (poptech.org) I've attended off and on since 1997. As usual I have a lot of notes not only on the content but the people I met as well. Can't wait till next year!C-Ya.

WAIT! Don't just close the books on the conference for another year! Do something about it! After all did you take notes just to look busy? What about those people you met? Here are 5 things every conference attendee should do immediately after returning (or on the return trip):

1. Add your contacts to LinkedIn
2. Re-Read your notes
3. Create an action plan
4. Upload photos to Facebook
5. Write a Blog about the event

Some of the things above are great on the plane ride home, other when you first get back to the office. And I mean First! I know, I know you are back from days away from you desk and work has piled up. BUT you need to ask yourself why you paid money to attend if you were not going to do something. The act of DOING seems to take a back seat to learning. Not anymore because you are going through the 5 steps above.

Add Your New Contacts To LinkedIn. Why LinkedIn you are asking? Well unless you have telenotes and can dictate your contacts via the phone, you have a lot of typing to do. I just search on the name and all the rest of the info is there. Plus in LinkedIn I can see who else works for the company and gather more intelligence about the new contact. Later I'll add them to facebook so I can wish my new contact a happy birthday.

Re-Read Your Notes. I don't know about you but sometimes I can't understand what I wrote. Especially months afterwards. I find if I re-read and make further notes back at the hotel that evening the talks and impressions are locked in.

Create An Action Plan. "be ye doers of the word, and not hearers only" James 1:22 This verse of scripture haunts me at times when I heard a great talk noting I should make a change. But never made it a plan. We hear great things but if we are not going to implement them why go?

Upload Photos to Facebook. This is part of my devious find their birthday plan. I take pictures of various things and people at these conferences. Mostly as part of my continuing study of networking events, but I discovered attendees love to see photos. This last year I took some pictures of an art sculpture where people had climbed in to pose. They told me post it on facebook. From there I had a few others friend me to see the photos. I just took the meeting people at a conference to a new level. The other plus as I mentioned before is birthday notices.

Write A Blog About The Event. What this does is two things. One it solidifies the most important take away from the event. After all in producing the blog you will probably only spout out what impressed you the most. Two it brands you as a person who wants to better themselves though continuing education. You show you clients and prospective clients you are open to new ideas and learning.

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

Does Your Perfect Storm Sponsorship Include These 5 Criteria?

I was stuffing attendee bags for niche conference yesturday and noticed there wasn't as much swag as years gone by. Others noticed this as well and commented that companies just aren't sponsoring like they used to. My marketing brain went into "Are they crazy?" mode. This conference is perfect to promote new and innovative products. The people who come here are influencers and highly educated. Many are journalist looking to write about new things that will help our environment or third world countries. This audience writes books, they speak or perform in large audiences all over the world. This conference is the perfect storm to groom accidental salesmen for your product. I admit i do not know the circumstances behind the lack of swag and I don't know what the criteria is to sponsor a conference of this magnitude. I would hate to miss out on a chase like this do be a sponsor.

So here are five tips on how to make an intelligent decision on what conferences to sponsor and they all have to do with the audience:

1. Are they influencers?
2. Are many of the C level leaders in their companies?
3. Are they members of the press?
4. Did they pay a substantial sum to attend and are there less than one thousand attendees?
5. Is the purpose of the conference to spread ideas? 

Bonus criteria: Would your product wow the attendees, speakers and staff?

So do a little research and get big pay back for your sponsorship. Oh and if I make you a million with this little bit of advice, cut me in for a few bucks.

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

Using the iPad to Pick Up Contacts

In my soon to be bestselling book "The Pick Up Artist: Business Edition", I talk about importance of props. A prop is anything that draws attention to you and starts a conversation. I used my Macbook Air, kindle and of course my green glasses. The props work great but only if they are in plain sight. That is why my green glasses work so great. I have received compliments for them all across the country. I further us them as predominately in my avatar and use the color for my iPhone case and other apparel at the same time. Yes the glasses work great but I need other props to keep it fresh.

The iPad is the latest in great props. I recently had one at a get together of father and sons. I didn't even take it out of the pouch and became the center of the conversation for the next 2 hours. My other thoughts are to carry it around with an enlarged version of my business card showing or a presentation deck running on it. That surely will stir up some conversations. I am in the process of developing some new consumer products for Treeno Software on the iPad. This will become an even more intimate pick up technique as many will want to see what I have done and dream up their own app. It may be expensive but you have to look at it as part of your advertising budget.

Props are wonderful pick up tools. Tell me what your favorite prop is and how you have used it effectively.

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

BMW Gets It!

Recently I saw an ad for BMW with the caption, "At BMW we don't just make cars, we make joy" and "What you make people feel is as important as what you make." Emotional contentions are the key to all marketing. I've said this time and time again. I truly applaud BMW for using this in their marketing campaign. This is what I like to call a "Making Mountains Out Of Mole Hills" campaign. Head on over to www.bmw.com and see for yourself. Now let's look at your products. How can you make this jump to an emotional connection. I saw a facebook update that said "does every product have to be made cool? Take Miracle Whip" Well the people at miracle whip have already don that in the commercial they put together with Bobby Flay and an ordinary home maker. Bobby asks what her challenges are. This elicits an emotional response. You see her concern for her family and trying to feed them something good that doesn't take much time. Bobby shows her a simple potato salad mad with Miracle Whip. Results: Bobby Flay uses Miracle Whip. Miracle Whip helps families eat with limited time. Do you need help making that emotional jump? Give me an hour with your product and you'll have it.

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

Have You Been Asked Why?

My favorite question and the key to marketing, Why? I was listening to Marketing Over Coffee the other day when they interviewed Simon Sinek who wrote the book Start With Why. I thought to myself what marketer does know that? Then I realized that there are a lot of social media marketers that do not have traditional marketing experience. Warning! If a marketing professional doesn't ask a why question within the first 30 minutes, you may not want to hire them. Let me show you why. (see used the word already) Effective marketing is primarily story telling. To do this you need to know Why they invented that product, why they started the company, why the partners got together, why? You may have been asked what motivated you, how you got started and where did you get the idea. But answer these questions for yourself and you'll see a difference in your answer. For me it is much easier to create your story when I know why. For instance I know an internet marketer whose answer to why is that she met her husband online. Knowing this I can sell her as a superior internet marketer. She knows the power of the internet and social media. It found her the love of her life. She knows it can find you what you need. Can you feel the passion behind the question why? Let me further illustrate by answering these questions. What is your business? Motivational marketing messages. How did you get started? I worked for market research companies as an IT director. Why do you want to do marketing? I love telling stories. I love the challenge of using what I know about human behavior and modern technology to bring products and consumers together. There is a thrill and satisfaction I get by teaching small business owners how to effectively market their products. I could go on because the why really opens me up. Try this out for yourself or let me do it with you.

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

Slurpee Vs Icee

Many of you who follow me on LinkedIn, Facebook, Foursquare or Twitter have probably wondered what the Slurpee Vs. Icee was all about. My original plan was to test my networks to see who was more responsive. But as I received results I was astonished by the fact that not one response was pro Icee.  Almost 100% of the responses were pro Slurpee.  Yet there are more places to get an Icee.

What the savy business man learns is that an identical product can have a piece of the pie. As a matter of fact a huge piece of the pie with little extra effort. Icee started it all when a fountain drink machine broke down and the vendor sold frozen sodas to his cutomers. 7-Eleven decided to experiment with the Icee machine eventually making their own and selling them as Slurpees. They further went on to make deals with mainstream sodas like Orange Crush, Mountain Dew and of course Coca Cola. This gave them a differentiation. But did Icee go out of business? Nope there was plenty of room for everyone.

Do you have a product that is similar to a competitors? Or an idea that is already developed by someone else? Forget the competition and do it anyway. Put a couple of spins on it. Make it a local thing. Make the name of the product cool. You'll probably find there is enough business for everyone. And of course if you need help making your product special call upon me,

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

The Pancakes Kept Getting Bigger

On Saturdays I make breakfast for the families. I've noticed when first making pancakes the size is consistent. As time goes on, I begin to think the batter is actually growing. I can't wait to be done so I can eat. I finally pour the rest of the batter onto the griddle and make a giant pancake. Now compare this to your marketing efforts. You started off with a great idea. You had all the right ingredients. You just had to be consistent. Sales were not growing as fast as you needed. So you pour more and more into your marketing. In a desperate move you now spent your entire budget on one huge campaign. Like that huge pancake you may have found that desperation left it half cooked. And although the pancake was a sight to be seen, no one wanted to really touch it because they thought they could not consume it all. I have seen this again and again. Here is the secret to marketing "No power or influence can or ought to be maintained by virtue of the Product, only by persuasion, by long-suffering, by gentleness and meekness, and by love unfeigned;" (yes it is taken from the scriptures and slightly modified for use with marketing) This statement teaches that we cant just depend on the product but that our marketing efforts take persuasion, time, should not seem desperate or the hard sell and we should be enthusiastic no matter what. Compare this to a marketing campaign you are using now. Does it measure up? Is there something you can change to get it on track? Is there something I can help you with? Just contact me.

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

How Fast Am I Going?

Heading out on Monday I realized I had not changed the clock in my car. At a stop sign I quickly set the clock one hour ahead. Of course it was not that intuitive so I pressed all sorts of buttons to get it right. After entering the highway I went to set my cruise control. One Hundred Ten, I was going 110, how did I get going so fast. I slowed down only to find cars passing me like I was standing still. At last I figured out the problem. My digital dashboard was showing KPH not MPH. I tried to just follow the speed of the rest of the cars but it was unsettling to say the least not really knowing how fastI was going. The problem was using  the wrong standard. A standard is a way to measure what is usual and normal. In marketing we need to follow a standard to make sure our message is being understood. You have probably heard the various stories about language problems like the Chevy Nova. Name works great in English speaking countries but in Spanish it was interperated as "Won't Go". In souther California, largely Hispanic culture, a restaurant named Chi Chi's had a hard time. Their motto "The Incredible Eatable Chi Chi's" and "You get a special Chi Chi's delight in everything your order" was a little offensive to a community who used the slang Chichis to describe breasts. Are you seeing the problem? A good marketer understands culture and community and uses standards in creative ways. They will also seek to make sure your message is not lost. Do you remember one of the top SuperBowl ads back in 2000. It was Cat Herders. But who was it advertising? Can't remember try clicking here. The point is creating a ad which doesn't help people know your brand doesn't work. Again follow the standard of stating who you are at the beginning, middle, end and other opportunities throughout the ad. Trying to be cute without saying who you are does not build business. The final standard is you. Do you live your brand? Should there be any question about what you do? If there is see what you can do to change that. While doing the Marketing for a local Costa Vida All my clothes said Costa Vida, my car said Costa Vida, the screen of my computer and phone said Costa Vida and I said Costa Vida. There was no doubt who I was marketing. To this day people still associate me with Costa Vida. Let me tell you a little bit about the affect of this standard. My locals list for the restaurant was as big as the rest of the Costa Vida Restaurants put together. The twitter account was twice the size. I was invited to give a speech on social marketing the local restaurant 30 miles away from corporate headquarters. Major League Eating had the World Burrito Eating Championships at the local Costa Vida 2500 miles away from corporate. This is just the tip of the power of doing some marketing with a standard.

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

Twitter:
@FredXpress
@TMIFred

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There's An App For Everything!

When Apple started the App store a few of us thought, "Hmm Brand sponsored apps may be the ticket" Over a billion dowloads later and we are finnaly seeing just that. Which begs the question, isn't there already an app for everything. Ironically I am using Squarespaces new app to write this blog. One of the first brand sposored apps I downloaded was a surf report sponsored by Oakley. I had almost forgotten about the brand and now am reminded about it everytime I open the app. The question now is what app could you brand sponsor. Some are obvious like a grocery store should have a shopping list or cookbook. They could tie it to a daily special database and have a splash page show the special with an option to add the item. They could even take it to the next extreme by giving you isles where the item is found. Restaurants could do nutrition guides. Clothing store could do virtual dressup and on and on. I've talked to a marketing company who has a brilliant app in the works. Can't discuss and can't wait to pay my .99. Critics will tell you it is not worth it because of iPhone market share. Well I say it's not always about marketshare but about buzz. If it draws attention to your brand, in a possitive way, it's effective. I have had freinds offer to do an app for me as low as $1500. In many cases that is one month adverting on the radio, it may be worth it. Plus a lot of fun shoeing friends an clients.

Need help coming up with an app idea? Call on me,

Fred Abaroa aka “CostaVidaFred”
The Marketing Imagineer

fred [@]costavidafred.com

Twitter:
@FredXpress
@TMIFred