Time has never been more precious in (insert what you do for a living here). It’s a universal theme in just about every marketplace today. Profits are razor thin. How quickly can we get it all done? How can we do it differently than (insert competitor who is breathing down your neck)? How can we make (name of widget, service, event) relevant?
A marketing world that once measured budgets in whole dollars now scrutinizes every cent under an electron microscope. Being seen matters. Getting consumer brains to slow down long enough to process why they need to pay attention to you matters.
All the budgetary gnashing adds up to one imperative that even the greatest tactic cannot overcome. Having an effective, sound strategy is today’s marketing imperative. The right strategy answers key questions down the road. Are the (photos, tactics, content or messaging) right on-target or are they off-brand? Should we (reallocate funds, stretch our neck out, pass) on this opportunity?
The right strategy is a both a guideline and roadmap. Without one, you’re certain to wander off course. Even worse? You have nowhere to find your way back to!
Moe’s Southwest Grill recently opened its seventh location in Columbia, donating the first day’s sales to local charity Epworth Children’s Home. This charitable spirit really permeates the brand.
Moe’s president, Paul Damico, appeared on Undercover Boss, visiting Columbia and demonstrating the compassion that is the core of the brand. Moe’s Columbia, together with the local CBS affiliate, WLTX, invited some of its best customers and biggest fans to a private screening.
Undercover Boss Viewing Party, a la Moe's Southwest Grill
Nothing beats having a relationship with your customer base, and Moe’s has done an amazing job building one using charitable giving and sponsorships. It’s proof that giving back pays off—and that includes saying thank you to your customer every chance you get.
Business success comes from finding an unmet need in the marketplace, and delivering on it better than anyone else. The best marketing simply makes consumers aware of their unmet needs and the product that exists to fill them. Who knew we all needed a fleece blanket with arms?
While this may seem simple, it is surprising how difficult it is for most businesses to even name the unmet need they fill, let alone how they do so better than their competition. My three CreateAThon clients reminded me that this is in no way the case for nonprofits. Here’s what for-profit businesses need to learn from them:
- Be specific. The people at Angel’s Hope didn’t just start a dog charity, they developed a way to get heart worm medicine to dogs in shelters.
- Keep score. The Arc of South Carolina (http://www.facebook.com/TheArcSC) increased their number of clients from 17 to 164 in three years. What a compelling story for fundraising efforts.
- Be bold. The Disability Action Center’s management team had completely revamped the organization over the past few years. They were willing to completely change their name, one that accurately reflected their mission of empowering people with disabilities. They even made their own temporary signage.
