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Adrienne Zoble's Marketing Myth #59:
We're organizing our holiday list.
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 Hello, :
Fourth quarter brings on lots of stress. Mailing list organizing, gift purchasing, holiday dinner and party planning - all in both your personal and business lives.
Of course this is all in addition to your normal hectic schedules of carpooling, grocery shopping, entertaining and being slammed at work, to name a few of the more common stressors. Certainly I'm not telling you anything you don't already know, but here's the rub:
There are opportunities to relieve some of the stress, especially as related to your work.
Now, don't get me wrong. I'm not trying to mess with Christmas. In marketing, however, there's abundant conventional thinking surrounding this holiday. For example, companies that do little to no marketing throughout the year suddenly come out of the woodwork with Season's Greetings cards.
How many office doorframes have you seen decorated with unbelievable numbers of cards? And what happens to them right after Christmas? You guessed it: they're tossed. Does anyone recall who sent all these cards?
What about giving thanks at Thanksgiving? Considering what our country (and the world) is going through right now, we still have plenty to be thankful for. Moreover, the card conveys a different message, while helping recipients recall you and your distinctive message more readily.
If you would rather be The Last One In, how about New Year's cards? With these you gain a week of planning, and you're there, wishing everyone well for 2012, after all the other cards have descended upon businesses and been cast away.
And of course there's Valentine's Day. While "we love our clients" might be awfully overdone, there are certainly other clever ways to engage your clients or customers with this holiday. It's big on a personal level, but often overlooked for business.
What we're talking about is "positioning," or doing things differently from everyone else. If Christmas cards are sacrosanct to you, I'm not trying to be disrespectful. Rather, I'm trying to offer some marketing opportunities that might set you apart.
Last suggestion: big, blowout holiday bashes are very popular. They're expensive, though; and even thinking about the cost might be another major stressor right now. Besides, you're competing with lots of others who are holding similar events. People have just so much time.
How about eliminating the huge annual holiday bash and holding seasonal events? Invite fewer people per occasion and impose less pressure on your employees who already have plenty on their plates.
Do these events have to be quarterly? No. Do you have to give up your sending of holiday cards? Of course not.
We're simply asking you to consider some brainstorming with your staff to become a bit more creative, instead of continuing on autopilot, because "we've always done it this way."
Addressing how to position your company away from the competition is significant. And, as always, it's not what you spend; it's how you spend it.
So . . . this year brainstorm away to become different. The benefits? Establishing your originality in the marketplace, decreasing your costs and reducing everyone's stress. Now there's a triple win!
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|  | Our new Schmoozing Calendar will be available on or about November 15th: December 2011 through 2012, with 56 suggestions of whom to invite for breakfast, lunch or coffee. Pre-printing discounts apply, through November 15th. $22.95 - $2.50 for hard copy and $15.95 - $1.50 for the electronic version. Order today! Call Adrienne Zoble at 970/282-1150 or email her at azoble@azobleassoc.com.
It's Market Planning season! Our workbook, The Do-able Marketing Plan: Six Easy Steps to Help You Sell More in Less Time, is $67.45 including shipping; $39.95 electronic version. If you're not into workbooks, sign on for our "10-Minute Marketing Plan" program. Let Adrienne handhold you through the Market Planning process for the most practical and least expensive Marketing Plan you'll ever acquire, complete with implementation techniques, once the Plan is agreed upon. To order, please visit www.azobleassoc.com, call 970/282-1150 or email azoble@azobleassoc.com.
BroadsOnBusiness.com members may purchase the Schmoozing Calendar, "The Do-able Marketing Plan" workbook, the "10-Minute Marketing Plan" program and various e-books at discounts, based upon your membership level.
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Perhaps your company or organization is looking for a dynamic speaker to motivate employees or members in their marketing efforts, or you would like an article/column for your publication or newsletter.
Depend upon Adrienne Zoble to help your company grow and thrive, even in these challenging times.
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