But there was a scene in this week’s (August 15) episode that reaffirmed a belief of mine. In the scene, Don rips into the market research lady (I forget her name) because the focus group indicated that the proper strategy was to use decades-old messaging to sell Ponds Cold Cream.

Here is the scene…

One line says it all: “You can’t tell how people are going to behave based on how they have behaved,” says Don.

I think this line is instructive for, well everyone, but particularly those of us in marketing. Our challenge should always be to challenge the accepted wisdom and try something new. There are lots of different versions of that line that we should take to heart:

• Just because something worked in the past, doesn’t mean it will again.
• Just because something failed in the past, doesn’t mean it’s not a good idea now.
• You can’t tell how much customers will love your brand of motorcycles based on how much they’ve loved them in the past.
• You can’t tell how well Brett Favre will play this year based on how well he played last year.

We should all be mindful of the past, but know that it has very little to do with the future.

Here’s an excerpt:

Since sustainability is a relatively new concept for the general public, it is defined in a multitude of ways. The mistake that green builders make is not communicating what green means to their company.

Indeed. If you’re going to market yourself as green, be sure you are honest and transparent about what that means. You don’t have to be perfect. Nobody is. But people will give you credit for trying.

And remember, don’t lose sight of your true colors, whether that’s green or something else.

One she featured recently was a dramatic, black faucet from an Italian manufacturer (naturally). I lifted the image from Leslie’s blog. As you can see, it’s a visually stunning faucet.

But what caught my attention wasn’t so much the faucet, it was the comments. A commenter noted that since the handle was on the right-hand side of the faucet, it would be frustrating to use for about 13% of the population.

That got me to thinking. What if the faucet company catered exclusively to lefties? They would be heroes to some 39 million Americans. They would quickly generate more awareness and notoriety than they could ever hope to by designing just another fancy product like everyone else.

Sometimes the way to get noticed is not in your product, but who you sell it to.

Who are the “lefties” among your customer base? That smaller, under-served group who would give their undying loyalty to a product or service that figured out to meet their unique needs.

Targeting one of these groups could get you a good, solid following in no time.

The building industry has suffered more than its share during this recession, and as a result, fewer builders and contractors are spending the time and money to travel to extravagant places like Las Vegas for a trade show. However, in a way lightly attended shows provide a unique opportunity to connect with customers on a more personal level. And, there are some things you can do to reach the ones who don’t come.

So, here 5 ways to maximize your IBS ROI:

1. Engage show attendees & follow up. Social media is all the rage these days, and for good reason, but face-to-face meetings are the best way to get online relationships started. When you meet customers, ask them if they are on LinkedIn, Facebook or Twitter (LinkedIn is probably your best bet). If they are, ask their permission to connect with them there. Also, put your various Social Media URLs on your business cards. Before you know it, you’ll have an expansive network of potential customers.
2. Blog. If you have a blog (and you probably should), you need to start blogging about what you’ll be doing at IBS now. What you’ll have on display, where you’ll be staying, where you plan on eating, what shows you’ll see. Of course, you want to talk about your company, brand or product, but those little personal things are what get people engaged in conversation. After the show, blog about what you did, what you saw, what you liked or didn’t like.
3. Tweet. If you have a Twitter account (and you probably should), start Tweeting about the upcoming show. Engage your followers in conversations about your expectations of the show. Look for “Tweetups” where you can meet your Twitter friends at a bar or restaurant. Better yet, organize a Tweetup yourself.
4. Video. For the customers who couldn’t be at the show, take them on a video tour of your booth. Introduce them to the employees working the show, let them see the products. Give them the experience of being at the show as best you can. Have fun with it. Put the video up on your Web site or blog, as well as on You Tube.
5. PR. Even if overall attendance will be down, there will still be editors and reporters there. You can go to the IBS Web site and request a list (scroll to the bottom of the page). IBS doesn’t provide e-mail addresses, but you can usually find these through magazines’ Web sites. Contact a few editors who might be interested in your product, tell them what’s new, and invite them to your booth. Be careful, though. They are interested in seeing what’s new or interesting, so make sure you have a good story to tell.

Just because show attendance will be light doesn’t mean the show will be a waste of time. Do what you can to make the most of it.

UPDATE: IBS organizers have made it a bit easier for exhibitors to maximize their ROI with an iPhone app.

Resolution #2: Get Organized

Perhaps it’s no coincidence that on the heels of the chaotic Christmas season, people want to get organized.  They’ve acquired a lot of stuff in the last 12 months, and they want to purge what they don’t need, and organize what they keep.

Is your marketing disorganized?  Does it have a lot of pieces and parts that might be duplicating efforts?  Do some literature pieces have a different look and feel than others?

If you answered yes to any of those questions, it’s probably time to organize your brand.  Start by stripping it down to its essence.  What makes you different or better than your competition?  Why should your customers care?  How do you need to reach your customers?  With those questions answered, you can start to see what your marketing needs are, and which pieces you should toss, which pieces you should keep, and how you should organize them so they are all working together.

Like organizing your closet, it’s an arduous process.  But at the end of it, you’ll have a lean, effective, strategic marketing plan that represents your brand well.

So here is the first of three ideas:

Resolution #1: Quit Bad Habits

Aside from losing weight, quitting smoking, drinking or other nasty habits is the most common New Year’s Resolution.  We all want to leave behind those things we do that may be doing us harm.

The same goes for your branding.  There are probably several marketing “habits” that you have that are harming your brand.  Maybe even killing it.  Perhaps you’re using a tired, old ad campaign from the 90s, or advertising in the same magazine or on the same radio station you have beeen for years.  Or maybe your Web site is hopelessly outdated.

This is the time to take stock of your marketing efforts and be honest with yourself about what is working and what isn’t.  And if it isn’t working, then it’s time to quit.  Cold turkey.

Of course, I declined. I didn’t want to be getting unsolicited e-mails from this company. I felt sorry for the guy, but it is hard for me to imagine a less effective strategy.

First, if you’re going to interrupt people in their homes and make them open their doors to let in the cold, you’d better have a damn compelling pitch. You might also want to use a sales guy who doesn’t look like he’d rather not be there.

Second, even if you did have a good pitch, your chances of success are so low it’s hardly worth the effort. At any given time, the number of people considering getting their carpets cleaned is low. It’s probably lower in December when most people have just put up their Christmas trees.

Third, if you must bother people in their homes, you should make sure they know who you are. This company had no established brand and therefore no level of trust and familiarity with homeowners.

Finally, do not ask people to give their e-mails to you until you’ve earned it.

So you’re probably asking, “Okay, Smart Guy. What do you suggest?” Well, here are some ideas for introducing your company and service to the community, earning people’s trust and maybe even generating some sales.

• Assuming you already have at least a few customers, offer them a referral incentive – $5, $10, $50 cash for any new customers they steer you toward.
• Create a compelling Web site and make sure people see it.
• On your Facebook page (you do have one, don’t you) offer your free carpet cleaning deal to your “fans.”
• Join your local BNI Chapter.
• Create a simple brochure with tips for cleaning your carpet and keeping it clean for the holidays. Make sure it has your brand and your “free offer” on it. Put it on your Web site, hang it on doors, mail it to target neighborhoods.
• Offer a post-holiday free cleaning. If there is one thing people want, it’s help cleaning up the house after all the parties are over and the decorations are down.
• Partner with a maid service to share referrals and package services.
• Get involved in the community. Get to know people.

These are just a few ideas for a carpet cleaning company. Change a few things, and they might work for kitchen remodelers, heating & cooling contractors, roofers, landscapers, and many other home service providers.

Any other ideas?

Not sure if the analogy worked.

Blogger Brett Duncan has a recent post that takes a decidedly more direct approach. He says Segmenting is Stupid. He’s right. He made a few points that my post didn’t.

The ignorant like “brand extensions” and “segmenting” because it doesn’t require a commitment. It doesn’t involve neglecting a market. It doesn’t force you to make a decision. It’s a crutch.

He also advises marketing consultants whose clients want to segment their brands to “slap them across the face.” Personally, I wouldn’t advocate violence, but I think we get his meaning.

Is this just the action of a self-centered sports star? Or is it a sign of things to come? As apps become cheaper and easier to develop, how soon will setting one up be as simple as setting up a WordPress blog? How long before we all have our own apps?

Of course, countless companies have created their own apps. Some are simple ways to interact with the brand. Some present the brand through a game, like Real Racing, which markets the VW GTI in a very cool way (I have it, and it’s spectacular).

Closer to home(s), Shea Homes has announced an app to help people shop for their homes. How successful will it be? That remains to be seen. But it’s clear that the app offers endless possibilities for reaching individuals with your brand message.

You just have to figure out how to do it right.

h/t: BUILDERnews

As a building or remodeling contractor, or as a manufacturer or provider of products or services for the remodeling industry, this story is great news. It helps to motivate consumers to action, or at least gets them thinking about it.

But you can’t expect this story to cause people to line up at your door. You have to build a bridge between the news and your brand. How do you do that? Here are some ideas:

1. Link to the story on your blog (you do have a blog, right?). A blog is an excellent way to keep your Web site content fresh, and linking to media stories help your customers find you in search engines. You might also include a list of design ideas or tips.
2. Share the article with your friends and followers on sites like Facebook and Twitter.
3. On your blog, Facebook page, or even your standard Web site, list products or services you offer that answer what’s said in the story. In this case, you could even have a promotion with special prices on flooring, countertops, or whatever. The point is to provide a solution for consumers.
4. E-mail the story to the home building/remodeling/design reporter at your local newspaper, along with an offer to be interviewed as an expert.
5. Put signage in your showroom or store (if that’s your business) and on certain products that may have been mentioned in the article.

These are just a few ideas. I’ll post more as I think of them.