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Add You - The 7 Areas of Marketing Waste - Are You Committing These Marketing Sins?
Recent surveys suggest that, given the chance, about four out of 10 people would change career tomorrow and a further two might. The most popular reason given would be to earn more. But others want a new challenge, to do something more fulfilling, or to have a better quality of life. If you are one of these who might, what’s stopping you?Simply stated there are only two things stopping you from making the successful career change you dream of - belief and action. Or in my terms: PMA + SMA = Career Change SuccessBut everyone goes on about PMA - Positive Mental Attitude, don’t they? What does it mean?To some extent we all have some influence over the things that happen to us. I don’t mean to say that we can make everything work out right all of the time, but we can hold an attitude of expecting things to go right.It also means belief in yourself; that you have the skills and experience; qualities and attributes that will benefit a new employer. The one who wins isn’t necessarily the one who can, but the one who thinks he can. So if you are going to make that career change, you must think you can.Belief in yourself is also about being true to yourself a
2. People (over / under capacity)
Too many people involved in the marketing process can also be a big area of waste. In particular, full
Company Job Search ResourcesEmployer Web Sites are one of the most important job search resources available to managers, professionals and executives. A 2001 study of hiring by 18 companies revealed that only 7.73 percent of 122,000 new employees got their interviews through job boards while 12 percent were hired after submitting a resume to a corporate website.Company InformationMost businesses have their own sites which provide basic background information, a glimpse into the corporate culture, job opportunities, contact information and more. Most of the sites contain job pages with lists of current vacancies and extensive information about the organization. Researching the information available on a company web site is an important competitive advantage for most job seekers and is a must for mid to upper level positions.The information available is useful in developing contact lists, customizing cover letters and resumes and deciding if it is worth pursuing a career at a specific company. Companies expect applicants to do some basic research on the company and nothing is more basic that the information on the company site.The first ste
1. Activity (over production)
2. People (over capacity)
3. Processes (over complication)
4. Waiting (poor communication)
5. Excessive Communication Costs
6. Trial and Error
7. Excessive Lead Costs
1. Activity (over production)
Too many people doing too many different things. Thousands of brochures produced with no clear plan how to get them in the right hands. Twenty different networking meetings on the horizon, with no time to follow up.
Over production and too much activity is usually a symptom of poor planning. You're not quite sure what you aim to achieve, but there is budget (or time) to spend and any marketing activity is seen as good activity.
Performing lots of different marketing activities without first having a clear vision and strategy in place is a massive area of waste. Your business may perform well as a result of so much effort (and cost), but how do you know what is working and what isn't?
Measuring ROI on activity is essential. This will enable you to focus more effectively on the successful activity and completely remove the need for unsuccessful or wasteful marketing approaches to free up capital as profit or to fund other business improvement initiatives.
2. People (over / under capacity)
Too many people involved in the marketing process can also be a big area of waste. In particular, full t
When I first wrote that title, I subconsciously used the word “process” in place of “progress”—“Your Business As A Work In Process.” Both are true. As we develop our business, we continually have the opportunity to redefine it. Who is my target audience? What services or products am I offering? What can I add to attract more clients? How have the needs of my ideal client changed? What can I create that will be automated and bring me income while I sleep? And even more importantly, how have my values changed?I have just made giant headway in a series of short “how to” articles for my new High Intention Achievement Library. It is designed to guide my clients one decision at a time into a strong and profitable Internet presence. As I wrote these instructions, I examined my own site and found places that I stopped to strengthen. Always question what you have done. Question what you have written. See if you can’t make it stronger, clearer, more appealing. Don’t hesitate to change your web copy. Don’t hesitate to change your pricing, or your bundling or your service. Keep an ever-vigilant eye on what other people are doing. Add to your swipe file. Save the articles that give you guidance on the thing
6. Trial and Error
7. Excessive Lead Costs
1. Activity (over production)
Too many people doing too many different things. Thousands of brochures produced with no clear plan how to get them in the right hands. Twenty different networking meetings on the horizon, with no time to follow up.
Over production and too much activity is usually a symptom of poor planning. You're not quite sure what you aim to achieve, but there is budget (or time) to spend and any marketing activity is seen as good activity.
Performing lots of different marketing activities without first having a clear vision and strategy in place is a massive area of waste. Your business may perform well as a result of so much effort (and cost), but how do you know what is working and what isn't?
Measuring ROI on activity is essential. This will enable you to focus more effectively on the successful activity and completely remove the need for unsuccessful or wasteful marketing approaches to free up capital as profit or to fund other business improvement initiatives.
2. People (over / under capacity)
Too many people involved in the marketing process can also be a big area of waste. In particular, full
Dealing with customers is not easy - each one brings to the transaction their own history, experiences and current state of mind. Some may, consciously or not, be seeking to let off steam, and you may be a convenient outlet!Having acknowledged that customer service is a tough job to do well, it is hardly surprising that those in the front line sometimes assume indifference and act as though they don’t care. We have all come across the ‘jobsworth’ who explains away poor customer service by blaming company policy or another department. Indifference can be a protection against what sometimes feels like a very personal attack.Without the protection of indifference, we run the risk of customers upsetting us either by hurting our feelings or by being drawn into an angry confrontation. Or we may keep our cool while speaking to the customer, but once they are out of the door or have put the phone down, we let loose with a torrent of abuse! Maybe we feel we can handle all the stress of our day, only to drive like a maniac on the way home or arrive in a foul mood.Ideally, the best possible way we can approach customer service is to use each and every encounter with a customer to enhanc
Over production and too much activity is usually a symptom of poor planning. You're not quite sure what you aim to achieve, but there is budget (or time) to spend and any marketing activity is seen as good activity.
Performing lots of different marketing activities without first having a clear vision and strategy in place is a massive area of waste. Your business may perform well as a result of so much effort (and cost), but how do you know what is working and what isn't?
Measuring ROI on activity is essential. This will enable you to focus more effectively on the successful activity and completely remove the need for unsuccessful or wasteful marketing approaches to free up capital as profit or to fund other business improvement initiatives.
2. People (over / under capacity)
Too many people involved in the marketing process can also be a big area of waste. In particular, full
Prior to privatisation in China, business only existed in the form of State Owned Enterprise (SOE). These were (and still are) run by people with strong political backgrounds and relationships, usually connected by family ties to someone in the government. This sort of closed organisational structure gave no opportunity for its employees to be involved in any decision-making processes. Often, principle-based leadership was substantial to motivate staff to be productive, although the extent of government financial support available meant that SOEs frequently didn’t need much in the way of business knowledge or understanding of the market. Success was based rather on good relationship building – which effectively meant getting government financial support.With the boom of joint venture in the late 80s and early 90s, foreign investors started sending their own managers to interact with the SOE business culture. They were given great packages as incentives to compensate for hard local living conditions. In the 13 years I have been living in China, I have heard stories, too numerous to mention, of foreign managers attending hundreds of banquets and getting drunk with government officials, while the
Measuring ROI on activity is essential. This will enable you to focus more effectively on the successful activity and completely remove the need for unsuccessful or wasteful marketing approaches to free up capital as profit or to fund other business improvement initiatives.
2. People (over / under capacity)
Too many people involved in the marketing process can also be a big area of waste. In particular, full
Instability in the Middle East and threats to geo political harmony from Iran are combining to hike up oil prices around the world. This is having an impact at all levels from big business to consumers; and the freight industry in particular is under strain as a result.In the UK petrol prices are reaching record highs which is affecting the cost of road freight transportation. However, it is not just road freight which is affected by increasing petrol prices. Air freight is also under strain.This is illustrated by the fact that Boeing lowered its annual growth rate predication last week because of the effect that high oil prices were having on its business. It dropped 0.1% off its 20 year forecast as a result of the high and growing cost of oil.This does not mean that the entire air freight industry will fall off though. The market is still expected to grow at a considerable rate each year. Of course this fact is of real concern to campaigners who are keen to see a reduction in air traffic owing to the damage it does to the environment.In some ways these campaigners are beneficiaries of the high oil price problem. After all, if prices continue to rise steeply and concern ov
2. People (over / under capacity)
Too many people involved in the marketing process can also be a big area of waste. In particular, full time marketing managers can waste a lot of time choosing where to spend your money on promotion.
The marketing director or CEO needs to be able to enlist good marketing advice and planning as it is needed and then allow experts outside the company to implement the necessary action. There is no need for an internal marketing manager to oversee this if you use the right marketing consultants. By carefully retaining the services of a marketing consultancy you can gain access to a range of experience that no single individual can ever hope to possess. You can then recruit a more junior but bright person from within your company to liaise with your consultants and yourself.
You can never truly know if your marketing manager is working at full steam and I'm certain that they won't tell you unless they want more budget to spend on the next CV enhancing fad.
If you are a marketing manager reading this, be honest, maybe you should talk to your boss about a more flexible retained position. This way you can look for other contracts and build your exposure to more businesses which will enhance your ability to perform well.
If you're a solo or very small business, then the "people" doing your marketing may be just you and you
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