Charlotte
Toronto
Call us at: 1 800 707-9150


Aligned Marketing Blog

Marketing executive, Steve Hartkopf shares all in this informative yet personable blog.

Try This Instead

Steve Hartkopf - Wednesday, March 03, 2010
I enjoy the Olympics. The 2010 Olympic Winter Games in Vancouver was inspirational and the athletic performances amazing. The back-stories about how individuals and teams overcome physical and emotional hardships and turned in the performances of their lives was great stuff.


Some of the stories, often shared at the end-of-broadcast, made the hair on the back of my neck stand up. But not all of them were about success, not all of them had a happy ending. Some included the heartbreak of near-misses, lost opportunities and the difficult circumstances some of the athletes face daily.

I think the combination of intensity, pushing oneself to the limit, and the possibility of both success or failure, frames the magnetic pull of sports. It is high drama in real life. We know we’ll witness incredible athleticism and super-human performances. That tension is what keeps us glued to our televisions and leaning forward in our seats.

Sport metaphors are cliche but, while I'm going to use sports to teach a business lesson, I'm going to take a different approach. I want to talk about the coaches. Olympic athletes, Phil Michelson and LeBron James all have coaches, as do their lesser talented peers. So coaches must do something important, right?

Coaches are usually in the background while the athletes perform. They are not out there looking over their shoulder while the game is being played, they (for the most part) don't coach on the actual playing field. They know who has the talent and, when the coaching subsides, they let the talent, the athlete, perform. They allow the gifted to fully express him- or herself.

Managers could learn a few things from watching coaches. Managers who build teams of people whose talent and strengths exceed their own will perform better, in terms of outstanding results, than those who micro-manage, insist on being the "best-player" on their team, or are so insecure they can't handle other people being stars.

The Olympic coaches showed me something else too. They showed me how the best coaches never berate, belittle and rub a performer's nose in their shortcomings. They recognize that the athletes, their direct reports, know what went wrong and as often as not, how to correct their mistakes. They don't try to grind them to spider-dust so "they'll never do that again." They realize that an aggressive-negative approach squelches confidence. Independent thought and risk-taking, all of which are necessary for a high performance team and success, must be encouraged.

The best coaches teach and encourage. They help their athletes gain confidence so that they are psychologically prepared to face the competition and their next challenge. Like good coaches, good managers find out what’s working and, no matter how small the accomplishment-spark, they fan that flame in hopes of greater performance.

Their "feedback" is framed in the context of a better future: "The next time let's try this…"

So the next time one of your direct reports needs some coaching, Try This Instead.

Steve
800-707-9150

2010 in Three Words

Steve Hartkopf - Wednesday, December 30, 2009

Wrapping up 2009 has been an interesting process. In order to determine where I want to go I thought it wise to see where I've been. To keep things simple I'm going to use three individual words to describe where I've been in 2009 and three different words to describe my focus for 2010. Each of these words has numeric measurements behind them but that information is too details and private for this venue. The purpose of this blog is to share an approach, the three word approach, that I picked up from Chris Brogan and modified to my liking.

I think using three words to describe the areas I'm going to focus on will work better for me than my traditional approach of having several project plans. Project plans are fine, I've used them successfully in the past, but they take a lot of time to develop and manage so I'm going back to broad goals with quantifiable objectives and estimated timelines behind them. A less maniacal approach to help me combat my compulsive tendencies. LOL.

2009:
Education: Much of 2009 was a learning experience. On the business front I learned (in Q4) to balance time between promoting my business and actually doing client work. That was a biggee. I also expanded my knowledge on search engine optimization and social networking tremendously, did my first real interview and, just for fun, taught myself a little HTML programming. The purpose of education is action and the results is growth. I love both. How many of us get to learn new skills and plant new seeds after the age of 45, much less 55. By that time most people are harvesting old skills and old crops. That's crazy. All the fun is at the beginning of the learning curve. By the way, at the end of Summer I was playing the best golf of my life. I finally learned to chip!

God: I'm not going to get religious or too spiritual here but can tell you from experience that being an entrepreneur is not for anyone with a weak heart. You are making significant bets daily with limited information, your income takes wild swings and the whole health insurance deal is a friggin' nightmare. You are learning by doing constantly so you need faith in yourself and a lot of Faith, period. The funny part is several of my executive friends thought I was taking a huge risk by starting a full-time business at the dawn of this brutal recession. I understood their thinking but knew the carnage was just beginning and had more confidence in myself than any new employer.

Inertia: As I talk to more and more companies it amazes me how many are unwilling to change or even recognize the degree of change around them in the marketing arena. Gang, it's all about the net. If your marketing isn't slanted 60%+/- toward online activities and accelerating then you're being left behind. If you're still killing trees and relying on expensive one-to-one selling well, ok, but that should be a smaller and smaller portion of your budget going forward. I could write pages about this subject, and often have, so I'll leave it there...No I won't. If your waiting to see the changes clearly then you'll be looking in your review mirror - you're waiting too long.

2010:
Value: Through my client services, blogs and other activities I will add more value to my clients and my respective networks; several thousand read my blogs every month now, which is stunning. 2010 will be the year of giving more value because I enjoy helping others and, frankly, it's good business. I expect to get more as a result. I'm not looking for a one-to-one, give-to-get, relationship. I know I may have to give ten units of blood to get one back. That's ok. In 2010 I will focus more on audience needs, take more ownership for my clients' success, write more, and expand my web presence. I'm launching a new, separate, website in January.

Structure: I need to be more productive and that means more organized and structured. For example: After compiling my three main contact lists I 993 contacts complete with email addresses and phone numbers. That does not include my 2,000 Followers on Twitter, my 600 "Friends" on Facebook or those I've connected with on other social media. By the time 2010 arrives I'll have those lists organized into A-B-C classifications and an action plan with each group as well as a plan for growing my list. It's too easy for "A's" to get treated like "C's" and be relegated to Christmas only communication and C's to get lost altogether.

Courage: The race is not always won by the fastest, sometimes it is won by the most aggressive. Courage isn't always an easy choice but it's a Darwinian world and I intend to survive. In the end, I decided long ago to live my life pursuing my aspirations and not reacting to my fears. Too many do the latter. Merging into the crowd is easy. I get it. It's just not me. So I've decided 2010 will be not only about adding value and more structure, it's going to be a year of bigger bets and more excitement. I can hardly wait!

Steve

The Shot

Steve Hartkopf - Wednesday, December 16, 2009
On Monday we talked about golf and related it to your business: You have to play the ball where it lies in the same way you have to make business decisions based on today’s realities. Wishing for a better lie is silly.

Our economy is in the rough and, while most are slashing expenses, people and marketing budgets, some leaders are using this pre-recovery time to increase investments in marketing. In a recent BtoB Magazine survey, “2010 Outlook: Marketing Priorities and Plans Survey results, 11-16-09, 71% of those surveyed are investing more in their website in 2010 than they did in 2009.

In a separate study from Bain covering over 2500 companies, about 24 percent more firms were shown to “move from the back of the pack to the front of the pack,” with regards to sales and profits, during recessions than do during non-recessionary times. Do significant marketing investments during a recession make sense?

It did for Southwest Airlines and Wal-Mart (see Monday’s post). Both were noted in the Bain study for their vision and results but other companies have made smart pre-recovery investments as well. For example, the “Intel Inside” campaign was launched during a recession in the 1990’s. Before that, Proctor & Gamble invested heavily in Ivory Soap during the Great Depression and achieved spectacular results that lasted for decades. What is it that Southwest, Wal-Mart, Intel, Proctor & Gamble, great companies all, knows that other companies seem to miss?

It’s this, marketing investments that are consistent and aligned with your customers’ needs and aspirations are always wise investments. Now is the time to assess your customers’ needs, as well as your own strengths and goals, and invest.

Slashing marketing to survive in 2008-2009 may have been necessary but now you have to play the ball were it lies. What’s your plan for 2010 and 2011? Do you know what your competitors are doing? Who was weakened by the recession and who became stronger is important marketing intelligence. As the dust settles, where do you stand or do you even know?

A return to the pre-recession competitive landscape in 2010 is unlikely. The mammoth adjustments necessary for survival changed the playing field. You and your competitors were not affected equally and new options, most likely driven by technology and the web, are available to your customers and prospects. In every segment of the economy customers are beginning to look at products and services through a new, post-recession lens. How visible are you?

John Donahoe is CEO of eBay and to summarize what he said,

“It’s not about battening down the hatches and waiting for the storm to pass anymore than it is about betting big in the vague hope your hunches will pay off. Instead, it’s about executing what you do well better than ever before, making improvements, seeing the potential in new opportunities and, most importantly, having the vision to see beyond the immediate situation and taking action…There is more market-share shift in turbulent times than there is in good times — more of an opportunity for a strong company to gain ground.”

Donahoe is right. You can’t stand over the ball forever. At some point you have to pick a club, commit to the shot and make an aggressive best swing. Are you going to play another round defensively, trying not to shoot over 100? Or are you going to play aggressively in hopes of breaking 90? It’s your choice. Take the shot.

Bloggers, Don't Act Like One of Joanna Krupa's Boobs

Steve Hartkopf - Monday, November 23, 2009
My wife and I enjoy watching Dancing with the Stars along with 20 million other viewers. The professional dancers are amazing people, stunning and athletic. The "Stars" come from a broad spectrum of celebrity; movies, music, television and sports are typically represented. Each season one or two celebrities showcase their natural talent and jump out as the early favorites. A few weeks later another star inevitably pops up to challenge or even beat the favorites. It's fun to see a stomping-slug, which most of us can identify with, become a hoofin'-hotshot.

Two celebrity favorites, Aaron Carter and Natalie Coughlin, were eliminated early because the decision of who stays and who goes is a combination of the judges' scores and the viewer's votes. Talent, hard work and continued progress lost to popularity and a motivated constituency, to politics. That's probably some of the show's appeal, it's part dance, part celebrity, and part reality.

Donnie Osmond and Kelly Osborne are the latest fan favorites. Donnie is a super showman and everyone loves the guy, it's Donnie. His dancing has improved almost every week but, at 50+, he's not the smoothest cat prowling the alley and his paw-prints are on as many of his partner's costumes as they are on the dance stage. Kelly has transformed herself from a whiny, frumpy, below-average dancer into a sometimes beautiful performer who has acquired some serious skills and surprising maturity. It's been an amazing metamorphosis for Ozzie's little girl but it doesn't change the fact that she'll never be anywhere near as graceful or talented as Joanna Krupa, who was eliminated last week.

Joanna is listed as a Actor and Model. If you know her then you know she's mostly a bikini model, although this month she'll be in Playboy sans bikini. Judge Bruno Tonioli's comments on Joanna's talents are shared by many viewers, "You are a love goddess. A High Definition feast for the eyes." On another occasion he gushed, "It was like watching a butterfly quietly gliding over a pine meadow. Gleaming, beautiful, weightless." She has been second in the judge's scoring all season (Kelly is last) and on more than one instance the judges said to Joanna, "you belong in the finals." Got that audience? This girl is not just a beauty, she can dance. Yet, she was eliminated last week while Donnie and Kelly continue clogging. You're probably wondering, what does clogging have to do with blogging?

Just this, the best and most talented don't always win. There are unique circumstances, chance meetings, good and bad luck, if you will, that play into the final outcome of, well, everything. As I peruse the bloggesphere and my social networks, especially LinkedIn, I see a lot of bloggers bemoaning their lack of readership. Stop whining, it serves no purpose. Joanna knew she was much better than Donnie and Kelly will ever be, you could see it on her face, but she was gracious and accepting in the face of injustice. To those who wrote the show to express your outrage, you need to relax and stop acting like, I almost hate to say it, one of Joanna's boobs.



My advise to those who are suffering under the weight of low-readership is to keep writing. Stop the self-pity and don't try to force the action. Advertising, while it can give you a short-term boost in readership, is not as effective in gaining a loyal audience as having strong opinions delivered through quality writing that is enjoyable to read. Persistence is a virtue. I think I read that somewhere? There are no guarantees in dancing, blogging or life (duh!) so keep doing your best and accept the fact that maybe the masses will love you and maybe they won't. Maybe the stars will align and maybe they won't. That's not important. What is important is that you do your best everyday and not act like one of Joanna's boobs.

Steve

Announcing: Crush the Competition Contest

Steve Hartkopf - Tuesday, October 13, 2009
Crush the Competition Contest

You can Win prizes valued at over $1,500.00!

Here are the prizes:
  • A 1-hour Crush the Competition Session with me. In this session we’ll develop three new ways you can clearly differentiate yourself from your competition. In addition, you’ll receive a condensed version of my sales coaching webinar, including a 30-minute follow up session and a signed copy of my book, Communication Wins.
A $597.00 value.
  • A free professionally designed, customized page for Facebook, Twitter or YouTube from M3-SocialMindz (www.M3socialmindz.com), a leader in SEO, PPC and social media marketing. A professionally designed social media page sets you apart from the competition and is a great way to project your brand into online communities and generate new sales leads.
A $500.00 value.
  • A video Holiday Card (click on "Holiday Card" to see samples) from ImigPro, just like this one: www.imigpro.com. If you can’t get to their Charlotte studio, email your video or images and they’ll do the rest. This is a unique way to stand out in a  crowd and competitive world. Managers and executives can use the video-card to both extend a holiday greeting and rally-the-troops for 2010.
A $395.00 value ($175.00 w/o video shoot).
  • A copy of Gary Vaynerchuk’s new book, Crush It!. Gary was using the power of video, social media and the web before most people knew they existed. In Crush It! you learn what Gary has to say about social media, why storytelling is your most powerful marketing tool and multi-channel monetizing. Gary has appeared on CNN, Fox News, The Today Show, and The Ellen Degeneres Show. 


How you’ll Win:
It’s easy. Write one paragraph, at least three sentences, describing what you like best about my interview with Gary and post it here, at www.aligned-marketing.com website blog page (it’s free advertising), under Comments (email address required to win). Then email your paragraph and additional comments to me at: shartkopf@aligned-marketing.com.

Bonus:
Those who tell me what you plan to do with what you learned from the interview will receive special recognition (it's a surprise!) for contributing to the community.  

Contest Rules and Prizes: 
  • One winner will be chosen at random to receive our Grand Prize - the Crush the Competition Session, signed copy of my book, free professionally design social media page from M3SocialMindz and Holiday video-card from ImigPro and copy of Gary’s book.
  • Five winners will be selected to receive the Crush the Competition Session.
  • Ten winners will receive a personalized autographed copy of my book, Communication Wins.
  • This contest runs from Tuesday, October 13, 2009, through Friday October 30, 2009.
  • Winners will be notified by email on Friday, November 6, 2009.
Good luck!
Steve

The winner is: Online Video

Steve Hartkopf - Friday, May 15, 2009
The eyes have it:
Several of my blog entries have mentioned that reading is out and viewing is in. That’s not surprising since human beings are visual creatures. Approximately 65% of the information we gather comes through our eyes. Our ability to accurately process information declines considerably when we use our other senses. A steak is a steak to my untrained nose, but my entire being prepares for action at the site of a thick Filet Mignon.

Some seeing is better than other seeing. Fewer and fewer people want to gather information through the oftentimes-dry act of reading. More and more people want to gather information through the visually engaging experience of video. They want to be told a story. They want to be given both the information and its contextual meaning in an engaging and entertaining way. For most, movies are preferable to books.

Give the people what they want where they want it:
This is where (online) video excels and the numbers back it up. According to a survey printed on May 12 in eMarketer Daily, 87% of respondents said they will spend more for online video in 2009 than they did in 2008. An astonishing number.


Similarly, MAGNA Global, a division of Interpublic Group, forecast in April 2009 that online video ad revenues in the US will exceed $1.0 billion in 2011.

US Online Ad Video Revenues, 2006-2011 (millions and % change)


While audience preference is the primary driver behind this phenomenon, other factors are in play as well. Specifically,
  • An increase in connectivity
  • Faster connection speeds
  • Growth in Internet-connected devices, such as phones
  • Lower cost to produce professional quality video
Where are all these videos?
The vast majority of views are on Google sites (5.9M) according to comScore’s March 2009 tracking (chart below) and 99% of those are through YouTube.



Why does this have to do with you?
More and more businesses are learning to use YouTube as a tool. Companies have found that YouTube Channels allow them to literally duplicate their website (branding) and attract new audiences. Training videos and product launch videos can be viewed through multiple devises using YouTube's ubiquitous formating.

Aligned Marketing used a YouTube placed video to rank #1 on page-1 of Google for our search terms. Outside the (minimal) cost of the video, there was no cost associated with that rather significant achievement. It's not about money, it's about being smart.

What would you pay to have your company listed #1 on Page-1 of Google?

Not sure? Call us.

Steve

Bookmark and Share

The Jesters, the Kings and the Leaders

Steve Hartkopf - Friday, May 01, 2009
In a string of emails about the ISA Conference one question became two until the trail led me to the real question on people’s minds: Which companies will win?

I don’t know but maybe this tongue-firmly-in-cheek blog-allegory – blogegory -- about business people will help you find your own answer.

The Jesters: That characterization implies these people are clowns -- silly and frivolous. In some cases that may be true but that’s not my point. The original jester’s job was serious. Their task was to entertain nobility. If they failed their task they risked death. Still sound frivolous? The Jesters of today also serve nobility, the new nobility – senior management. Jesters are easily identifiable by the wide-eyed, feed-me look in their eyes. A condition created by a mixture of fear and expectation. The fear comes from knowing their economic destiny is tied to their ability to complete one seemingly impossible (or ridiculous) task after another. The expectation is a byproduct of their addiction to the next task. The Jester cannot live without the very thing they know may destroy them. Whoa.

The Kings: They take on many shapes and have many names. CEO, President, VP, and Chief-of-something-or-other are a few of the most common. Kings travel from village to village recounting the evils of the Status Quo. Yet they are the bedrock of the Status Quo doctrine. Nary a candle is lit without their blessing. To them the Status Quo represents stability and predictability -- King-food. They must be fed daily and reward those who feed them because they buttress their Kingships and Kingdoms. Kings are also easy to identify. Like a mother duck they have a trail of ducklings sashaying close behind them. Together they travel (some actually do waddle) down hallways and through airports. One quack from the CEO-King scatters the brood. Then, just as quickly, they tumble back into formation. Being out of formation is risky because Kings know the CEO-King must burn-the-sinners to preserve-the-faith and restore the Status Quo. Kings have astonishing power.

Neither Jesters nor Kings are bad people. They provide comfort for the masses. Human beings want to fit in, enjoy being secure, and seek calm in a chaotic world. Most people have learned to ignore new trends, not engage big ideas, and use routine as an ointment/embalming fluid, but not all.

Human beings are also unique with vast individual differences. Some are ill suited to be Jesters and Kings. Let’s call them Leaders.

Leaders have trouble staying in formation. Leaders challenge industry convention, they're rebels, borderline anarchists. That doesn’t mean they wear togas around the office, or that the female species cleans and paints her tootsies at staff meetings. On the contrary, a good leader learns to contain competing doctrines until the time is right, like now.

The end.

I wrote this to illustrate the distinction between those seeking change and those seeking Change. Stated another way, between those collecting a paycheck and those pursuing a belief. Hugh MacLeod said, “The market for something to believe in is infinite.”

People tire of Kings and Jesters. They understand that activity sold as progress is just packaged-activity. They yearn for a Leader with a belief they can follow with their heads and their hearts.

It can be tricky, but separate the companies by their teams. Ignore the paycheck-teams and support the belief-teams, they are more likely to be the winners.

Steve
 
Bookmark and Share

Subscribe

RSS Subscribe to the Blog RSS


Bookmark and Share

Linked 2 Leadership: The Leadership Collaboratory

Recent Posts


Tags

Microsoft linkers cold calls MotherApp Olympics Caveman Sports Illustrated, Cubs, Steelers, Atlanta Falcons, Mets, Michael Vick, speech Communication Wins Yin and Yang 4th of July project management nearby tweets stimulus package Steve Hartkopf strategy blogging Tom Rath segmentation Jesus Copyblogger Lake Wylie DNA Reagan Globals tweens Dancing with the Satars Mashable teams Wall Street Journal productivity Leadership leader precallpro article submission CNET Digg Wal-Mart recovery taxes The Blogger's Bulletin price Meetings Joanna Krupa the message Brandon Uttley writing Fast Company simile headlines economy about.com wastebasket success winners Paige McCarter Duke Energy Corey Creed posting Apple personality styles press release voicemail Drucker mobile statistics,Hans Rosling Alltop Stumbleupon FriendFeed free Wikipedia,Inbound Links compare and contrast Darren Rowse viddler symbolism Business Marketing Association article twellow blog David Ogilvy new media strategic 9/11 ExecuNet Followers selling sales productivity website designers Dailymotion lead generation video Berlin Wall video interview Gary Vaynerchuk Vimeo GM Google docs Kyl wefollow Outsourcing Problogger people Florence Cohen social media social networking Chaka Khan website Brandenburg gate Blogger's Bulletin website traffic consulting spammer KnowEm TechCrunch online video, FlipUltra HD unique selling proposition retirement planning linking Google Wave Facebook margin Jonathan Morrow DWS customer Dave Navarro senior management pandering Strengths Movement search twitter Scott Hepburn hulu PPC Flip Ultra HD Gen X website design Lisa Hoffmann ebooks thought leaders eMarketer iPhone Lists change your business wordpress Marketing recession Internet listorious GenY fire The Bloggers' Bulletin ISA, ISA Conference, Industrial Supply Association Aligned Marketing storytelling imagination content SEO ReTweet,Twittersphere,Tweep,Twit,Firefox,Twitizen,TinyURL,Direct Message,DM Hartkopf StrengthsFinder Marcus Buckingham advertising Google Viral Marketing YouTube article writing sales copy blogspot metaphor 2010 links Chris Brogan customer relationship Pay-Per-Click ObamaCare Clover Community Bank Twitter Sinbad, Celebrity Apprentice call-to-action time management Inbound links email search engine optimization marketing investment coach promotion green goals LinkedIn manage copywriting encourage Crush It! Obama great content GoDaddy communication million dollars, millionaire, retire, donate, charity

Archive