When it comes to promo and getting the word out.... there is a standard and a bar which you can measure yourself by.... it's called Red Bull. Now there is a company that thinks BIG. They have plastered their brand, PR, Marketing and advertising absolutely everywhere.
I guarantee you that if it were not for their unbelievably HUGE promo efforts, the company would not be what they are today (which happens to be a billion dollar annual revenue producing machine) The drink is not exactly tasty. That factor has no role in their success though.
I admire this company for their sheer volume of promo and in their creative ways to get the word out.
So, what can we learn? Well, when looking at your promo efforts I would recommend that you address the volume and angles. In other words, what are you doing right now? How much promo, outflow, avenues are you using daily, weekly and monthly to make your companies products and/or services known. I tend to think that most companies grossly underestimate what they need to do. Companies get so focused on other things that are important but not nearly as important as driving in new business so heavily that your only major problem will be... how do you manage the inflow and deliver and service it?
Revenue should never be your concern. New clients should never be your concern. These things will come in floods if your promotion and sales efforts are actually sufficient and not sufficient per your normal standard.... I mean Red Bull type thinking.
Make a list and focus on how you can create a Red Bull size strategy to get the word out. Get absolutely crazy about promotion and driving in new business. Then focus on executing the strategy in an obsessive fashion to drive new customers/clients in the door. From there, you can then figure out how to deliver, how to service, quality etc but all of those items come after you have promoted, made your company known, gotten new sales, clients, customers etc. Your first priority should be on your front lines.... promotion!
When your scratching your head wondering why sales are down, why revenue is down etc. - look no further than your efforts to get the word out about your company to actively get in front of your audience and therefore cultivate new opportunities. That is the WHY.
So this week, think like Red Bull. They are a company that has gone completely berserk when it comes to promo.... and it's working like crazy. Make a list of new angles to drive in new business and execute, execute, execute....
- Robert Cornish
Richter10.2 Media Group