When you look at marketing and the value of it's worth, you must look at the avenue of marketing. It has always been said that word-of-mouth advertising works. The warm market penetration needs to really be assessed by more businesses. In Warren Buffet's book, The Warren Buffet CEO: Secrets from the Berkshire Hathaway Managers,
written by Robert Miles, on one particular visit with GEICO, Warren talks of the humility of the CEO of GEICO, Tony Nicely. GEICO is known for spending the most money on advertising than any other company. Whether you are fans of the caveman
who I guess were deeply offended
, the googly eyes, the gecko, the woodchucks
chucking wood, or perhaps the little piggy who said, "Wee wee" all the way home, or perhaps good 'ol Abe
telling the truth you can recall dozens of different commercials of theirs. Below is the annoying pig...
Often times when I am talking to clients or potential partners about their marketing strategies I ask them if they have ever seen a GEICO commercial, and like clock work everyone says...
"Of course", in which the conversation derails as everyone starts commenting on their favorite commercial.
I follow up with this question... "Are you currently using Geico?" So far I have yet to meet anyone that is with them. I was with them when I was a teenager when they were still Government Employee Insurance COmpany and covered government employees only, and my mom worked for State of Arizona.
I then ask my friend, why they are not with Geico. Their typical answer is, "I don't know, but did you see the one where..."
My next question is, "Are you a fan of Thin Mints?" OR "What is your favorite Girl Scout cookie?" The funny thing is 100% of the response is they have had a Girl Scout cookie at some point. So what is it that a 7 year old little girl knows that GEICO doesn't? Word of mouth and even deeper, warm market advertising is the winner at the end of the day. The Girl Scouts does not have a large marketing budget for their cookies
. They know that some cute little girl approaching you at the supermarket or your little niece asking you to buy a box is difficult to turn down, not to mention the Thin Mints are amazing. If you want a cookie you go to their cookie website
and put in your ZIP then info and place an order through the local Girl Scout Troop. Or scan the images below on your phone for the app
Scan the image to the right with your iPhone using a barcode scanning application.
Scan the image to the right with your Android using a barcode scanning application.
So let me ask you this. What is your product? What is your service? What is your message that you are trying to deliver? The truth is we are all marketers, whether it is marketing our image, brand, company, belief/church, product, etc, we all have a message. don't believe me, look down at the front of your t-shirt. What logo is staring back at you? Are you getting paid to market them? One of the most frustrating things I don't get is we will go pay the company $20-$40 for a t-shirt with their image to wear it on our chest to market their image... where is my discount? As a result, you will rarely, if ever, see me in a large logo article of clothing, unless it is a band or something that I want people to know about. Artwork is different, but when there is a giant Abercrostale and Fincholister and I am not being paid to advertise something is wrong... or is it? Perhaps I have been indoctrinated to be a warm marketer without even knowing it. I never even drank the juice.
So perhaps in your marketing efforts of your personal brand, opinion, "Huffington Post
" wannabe blog, product or service, how are you letting people know you exist? Perhaps you need to hire your 7 year old niece and pay her $0.10 over minimum wage because she's worth it. Maybe we should start a movement/campaign... "My daughter can sale more cookies than your daughter!" Just a thought. Now go market you markateer