Kelly, my golf-studd daughter, spent the day at Oregon State University with me. Kelly quickly rose up the ranks of the top junior golfers around the globe. Kelly is a high school junior, however, colleges coaches are beginning to take a look at her 2011 class. I am keeping my fingers crossed.
Clete McLeod was the assistant sports performance coordinator for Oregon State’s athletic teams. We met her during our visit. Clete guided us through the huge workout area and shared her philosophy and fitness plan for women’s golf. We were able to see a bunch of footballers working out. Due to the huge weights that they attached, the barbells became swollen.
Clete laughed as we passed one curling player, who looked at us like he was about 1,000 pounds. “This isn’t an official workout for those guys, so they’re just pumping to impress the girls and bulk up their muscles. The official workout programs aren’t designed to build bulk. They’re designed to build strength – two different things.”
Clete’s comment caused me to think back on many of the marketers I’ve encountered over time. Marketing programs can look great, but they don’t actually produce results. This is a common mistake that many marketers make. Companies often think that being able to have a large booth or a bowl full of business cards at a tradeshow is enough proof they are effective. Six months later, the management scratch their heads wondering why they haven’t seen any tangible results. The next trade show is the year they try again to fill their booth with fish.
It doesn’t just happen at trade shows. Marketers insistent on thinking like marketers and create fancy direct mail campaigns. “viral”Online videos and email campaigns are all intended to increase brand awareness and create impressions. They “fill the fish bowl”You can proudly congratulate yourself for doing a great job. Six months later everyone is still wondering about the future.
We are heading straight into 2010 so let’s put an end to this absurdity. “bulking up”Accentuate the important things “building strength,”Clete extolled this during our visit
* Stop thinking quantity. Marketing is responsible for filling the sales pipeline with qualified leads. Period. It is easier to sell the higher quality products.
* Stop thinking that awareness equates with sales. Never have I heard of any company that could cash in on awareness. This isn’t about brand awareness. Brand Persuasion. There is a distinction.
* Stop thinking like a marketer. Marketers often think too abstractly, forgetting that the goal of their work should be to generate sales. Period. A novel way to think about it is to start looking like the client you desire.