From Dallas to Reno: Web Marketing & Angels...7-14-97

Presenting at conferences and conventions that also had on the program Dr. Mae Jemison, the first African-American woman to go into space and Judge Mills Lane, the referee for the Tyson-Holyfield fight. As I sit in my hotel room composing this week's online newsletter, my mind races over the amazing number of events that have occurred as well as the numerous people met and connected to in the past week since I left home. I ruminate once again about what a constantly-changing world we all live in.

In Dallas my topics were "From Managers to 21st Century Leaders" , "Marketing on the Internet", and "Integrating Sales, Marketing & Advertising". In Reno, my topic was "Creating a New Industry Image: Marketing & Advertising Techniques to Increase Sales and Profit". Hot topics today. At both conventions, we had a booth in the Exhibit Hall to display our products for the benefit of the attendees, including my two latest books: "The Incredible Internet: Making the Web Pay Off for You" and "Magnetic Marketing: Increasing Sales & Service by Advertising that Gets Results".

Why did I write those and what does that have to do with this week's memo? Even after two decades of presenting, with a wealth of knowledge and experience under my belt, and a successful track record with proven results to my credit, it never ceases to amaze me how few companies know what the future trends of their industry are and how that is impacting on their target market. Nor do they know how to construct a web site that will be found when prospects surf the web looking for their product or service, AND will bring consumers back to that site again and again, increasing visibility.

What I do find encouraging is the number of companies that are now coming to grips with the fact that they must do something different with their marketing approach in order to increase sales and profits. A couple of things for you to keep in mind: 1.) customers are no longer loyal; 2.) competition is fiercer than ever. Nothing new here, you say? But do you have your thumb on the pulse of your customer base? Do you know how satisfied they are with your products and/or services? ...do you know what needs they have that you're not filling... are you aware of what they'll need tomorrow?

Have you lost customers to competitors who've made it a point to know these things? As MacDonald's struggles with their new marketing approach, and Montgomery Ward struggles to stay alive, if we've frequented these two businesses, we probably could have told them that they lost touch with what their customers wanted. Yet Nordstrom's keeps setting the standard, doing 90% of their business with only 10% of their customers. No matter what our business, it behooves all of us to make sure that our Marketing Plan puts us on the leading edge.

Is yours doing that? Do you have a Plan, and are you Working that Plan? Don't wait until it's too late to recover. Be proactive, instead of reactive. And while you're doing that, make sure you take the time for those people that mean the most to us, our families. As soon as I send this out, I'm going to call home and see how two of my daughters made out today. You see, they ran the Boilermaker with 10,000 other people back in Utica, NY today. While I wasn't able to be there at the finish line this year, as I told them in my good luck phone call yesterday, Mom would be there in spirit, a lightweight angel of sorts riding on their shoulder, saying "job well done - I love you."

by:MarleneB.Brown,CEO:MarmeLConsultingFirm,POBox83,ClarkMills,NY13321 Speaker/Consultant/Writer * Tel: 315/853-1318 * Fax: 315/853-4636 Topics: FutureChange&Technology,Leadership&Teamwork,Sales&Marketing Author:the book"TechnoTouch:ManagingChange for 21stCenturyLeadership"© & "TechnoTouch Marketing Trends"© a bi-monthly newsletter. Email: marlene@borg.com * Visit our Web site at: http://www.technotouch.com/

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