Check Out the New Networking Nuggets Series

New Networking Nuggets Video Series

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I’ve just added a new series of short (1-2 minute) videos named Networking Nuggets, complete with graphics showing the key points for each nugget, on the topic of networking. The first ten of these vignettes are now up and available now on YouTube!

In the Networking Nuggets series you’ll find tips on getting together physically, making sure your business card is up to snuff, letting people know who you are, how to be better connected, how not to be a networking “sinner,” how to become a super networker and several other topics. And, depending on their popularity, there will be more — perhaps even many more! — to come.

You can find this new Networking Nuggets series on YouTube at the following links:

Networking Nuggets #1 – How To Get Together, Away From The Computer  https://youtu.be/Yw7_U7fNPXg

Networking Nugget #2 – How To Make Sure Your Business Card is Networking Ready  https://youtu.be/GsJxZwrrjhU

Networking Nugget #3 – How To Let People Know Who You Are
https://youtu.be/lVIUVS4ibN0

Networking Nugget #4 – How To Be Better Connected
https://youtu.be/ju2ovLj3uhI

Networking Nugget #5 – How Not To Be A Networking Sinner
https://youtu.be/fmamX9twtD4

Networking Nugget #6 – How To Be A Super Networker
https://youtu.be/xIplGYtGDoE

Networking Nugget #7 – How To Conquer Your Fear Of Speaking At Networking Events  https://youtu.be/0vmMX08nnmk

Networking Nugget #8 – How To Make The Most Of Networking Events
https://youtu.be/P-Ajxz_xkMo

Networking Nugget #9 – How To Use Some Interesting Networking Technigues
https://youtu.be/yhf6rkgFtBQ

Networking Nugget #10 – How Not To Feel Awkward At Networking Events  https://youtu.be/1Gh8WrUh-1I

I hope you enjoy these first ten short videos and find them useful. And please do share them freely with your friends and colleagues. Thanks!

Want help with your networking activities? Hone your skill by taking the Business Networking Necessities, Niceties and No-Nos course on YesCourse.com.

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Yes Course Graphic

 

 

 

 

 

Want even more help? Get one-on-one consulting from the master networker of Portland: Jon Turino!

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You can actually book a session online using jonturino/youcanbook.me. The cost is only $65 per session.

You’ll get personalized advice on why you might want to consider networking, where to network, who to network with and how to network most effectively — including the critical follow-up steps! Book your session today!

 

Please share this post with your friends and colleagues in your networking world! Thanks!

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November 23rd Monday Marketing Minutes

November 23rd Monday Marketing Minutes

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The third episode of Monday Marketing Minutes™ was broadcast live via YouTube using Google+ Hangouts On Air.

Here’s a summary of the tips and advice that were included in this episode. You can click on the image above to watch the replay on YouTube at your convenience. And if you have marketing questions you’d like answered you can always send them to me at jon@jonturino.com for inclusion in a future episode of Monday Marketing Minutes.
Slide3The tips presented during the November 23rd, 2015, episode have to do with measuring your marketing. If you can’t measure something it is virtually impossible to improve it so measuring and monitoring are part of the cohesive and comprehensive marketing plan mentioned in the November 16th episode.

There are a great many tools available to you on your website and social media platforms, like Google Analytics, Facebook Insights and LinkedIn Statistics and they will work best if you plan your landing pages to take advantage of them.

The idea is to monitor your statistics to see what is working the best and use that information to do more of what works and less of what doesn’t work. It’s not rocket science but it can make a huge difference in the level of success that your marketing campaigns achieve.

Slide4The advice presented during this episode dealt with considering the use of the Power of Free as a marketing strategy or tactic. You can use free things to build interest, build credibility and awareness and even to increase the size of your audience.

Think about it. The bakery that provides free samples sells a lot more muffins or cupcakes or pies or cakes than the one down the street that doesn’t offer them. Free trials are a great way to get people “hooked” on your product so that they will later convert to a version for which you get paid. The same goes for so-called “basic” accounts that give you some, but not all, of the full feature set of the product. These things work and they don’t have to cost a lot of money.

Today’s episode was the first broadcast to include a guest presenter — Mr. Leon Henry from WebStep in the U.K. Leon is a marketing and social media consultant who helps his clients similarly to what I do for mine.

Slide7We also had three questions from an audience member, Nana Bellerud, on the topic of business networking and those were addressed during the audience question portion of the program.

You can watch the replay of the complete broadcast here. Enjoy and please do remember to send me your questions for future episodes of Monday Marketing Minutes. You’ll find links to all past and future episodes HERE.

Hangout on Air Guest Invitation 825x400 CroppedAnd, as always, please do contact me if you’d like help with your marketing plans, strategies, and tactics. I’d love to be of service to you in building your business through better marketing.

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November 16th Monday Marketing Minutes

November 16th Monday Marketing Minutes

Slide3

The second episode of Monday Marketing Minutes™ was broadcast live via YouTube using Google+ Hangouts On Air.

Here’s a summary of the tips and advice that were included in this episode. You can click on the image above to watch the replay on YouTube at your convenience. And if you have marketing questions you’d like answered you can always send them to me at jon@jonturino.com for inclusion in a future episode of Monday Marketing Minutes.

Slide2The tips presented during the November 16th, 2015, episode had to do with understanding that marketing is a process and not an event. Your marketing strategy and tactics need to be well planned in advance of the execution of your plan.

The plan itself must be cohesive if it is to be maximally successful. That means that all of the underlying strategies, tactics, messages and media selection must tie together and have a common look and feel. This applies as well to online marketing via social media and the design of websites and landing pages. The plan must also be comprehensive, covering all the bases in terms of media and messaging.

I also spoke about remembering that marketing involves everyone in the company from corporate management to customer service personnel — including every employee — and not just the marketing department.

Slide3The advice presented during this episode dealt with remembering WHY people buy: based on emotions and supported by logic. The emotions can fall into many categories, including being fed or driven by necessity, need, want, desire or ego. So when the messages are crafted they need to trigger the buying impulses based on the emotions you think will be strongest for your product or service.

I used some slides from my Probiotic Marketing™ presentation/infographic to illustrate these points. People buy things — or do anything else for that matter —  based on Maslow’s Hierarchy of Needs. Thus, you need to craft your message to match the level of need — physiological, safety, love/belonging, esteem and the self-actualization levels — if you are to be successful. The three slides that followed in the broadcast were used to illustrate these points.

You can watch the replay of the complete broadcast here. Enjoy and please do remember to send me your questions for future episodes of Monday Marketing Minutes. You’ll find links to all past and future episodes HERE.

Hangout on Air Guest Invitation 1000x485And, as always, please do contact me if you’d like help with your marketing plans, strategies, and tactics. I’d love to be of service to you in building your business through better marketing.

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November 9th Monday Marketing Minutes

November 9th Monday Marketing Minutes

Slide2

The first episode of Monday Marketing Minutes™ was broadcast live via YouTube using Google+ Hangouts On Air.

Here’s a summary of the tips and advice that were included in this episode. You can click on the image above to watch the replay on YouTube at your convenience. And if you have marketing questions you’d like answered you can always send them to jon@jonturino.com for inclusion in a future episode of Monday Marketing Minutes.

Slide2The tips presented during the November 9th, 2015, episode had to do with analyzing your current customer base so that you can find out who your best customers are and why they are your best customers. With this information in hand, you can then craft a strategy to find more customers like them from other sources.

Knowing who your best customers are, what they are buying and, perhaps most importantly, why they are buying is critical to identifying places to locate additional members of your most successful target markets, crafting messages that will resonate with those prospects the way your current messaging is working with your current top customers and using the right media for reaching new audiences containing prospects who best fit your target customer profile.

Slide3The advice presented during this episode dealt with the message development step in crafting the most effective messages — messages that not only appeal to the logic the customer uses to justify purchasing what you are selling but also to the emotions — the belly — that trigger the buying impulse. Both elements must usually be present to motivate an immediate purchase.

It’s also critical to understand WHY people buy things in order to craft the right message for them. Eliminating a problem or alleviating pain is often a good strategy, depending on the product or service being offered. Other good inducements include reducing fear of loss, desire for gain, the need for comfort and convenience, the satisfaction of emotional needs and the creation of a better lifestyle or life condition.

You can watch the replay of the complete broadcast here. Enjoy and please do remember to send me your questions for future episodes of Monday Marketing Minutes. You’ll find links to all past and future episodes HERE.

Hangout on Air Guest Invitation 1000x485

And, as always, please do contact me if you’d like help with your marketing plans, strategies, and tactics. I’d love to be of service to you in building your business through better marketing.

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7 More Reasons Not To Hire An Expert

7 More Reasons Not To Hire An Expert

Everyone_needs_what_I_m_selling

 

 

 

 

 

It was three years ago this month that I wrote a post about Ten Reasons Not To Hire An Expert. I got to thinking today about that subject for some reason and thought I’d share some additional reasons with you.

  1. You are too smart to need any help from anyone. You know everything there is to know about every subject under the sun. There isn’t a question you can’t answer nor a topic you can’t expound upon with certainty. If it weren’t for the fact that I think that puts you into category seven below I would actually envy you.
  2. It would hurt your pride to admit that you could use some help. This is more of a male trait than a female trait. Not being willing to admit to being lost and not being willing to ask for directions is the epitome of this. So is refusing to read a user’s or instruction manual. How many things have you screwed up, broken or had to replace for this reason? Just remember: pride usually goeth before a fall.
  3. You can afford the time, effort and expense of doing things over again instead of doing them right the first time with a little help from someone who knows more about the task that needs doing than you do. Just think about the amount of wasted time, effort and expense, not to mention the long-term negative effects on your life, your business and even the environment from indulging in this strategy.
  4. You can’t afford it because you never budgeted for it. This is such a common problem with small businesses as to be almost epidemic. This one came from a friend of mine who is a CPA. It helps explain why so many small business owners are never able to scale their businesses to success.
  5. You don’t see why you should pay someone for sharing their expertise with you even if it will take away your pain and frustration and provide you with more time, energy and profits. If this is what you feel, why do you think someone should pay you for your product or service or time or labor or knowledge?
  6. You are too stubborn to accept help even when it doesn’t cost you anything directly. This is truly a cardinal sin in today’s world of the overwhelming availability of knowledge and expertise in virtually every field known to mankind. If you Google a subject and don’t get at least several pages of hits then I’d suggest you become the expert in that topic. When you see something offered that might help you, take advantage of it!
  7. You are too ignorant to know that you actually need help. This puts you into the category of unconscious incompetent and you have my sympathy. There are ways to become conscious of the areas in which you could use some help and then to act upon that new knowledge. Does that make sense?

You can read the original article, which was couched in far more polite language than I’ve used here. Or you can ignore it and dismiss this one as well. See reason number one above.

As always, your comments, compliments, brickbats and other non-profane thoughts and words are welcome.

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Celebrate Your Successes

Slide43Celebrate Your Achievements & Successes

Don’t wait until you’ve reached your final goal to be proud of yourself. Be proud of every step you take toward reaching that goal.

You’ve read seven chapters. Congratulations! Give yourself a pat on the back. Do your “happy dance.” Take ten minutes to do something you really enjoy. Tell someone how proud you are of yourself. Give someone a hug (with their permission, of course!) and ask them if there is something you can do for them that will make them want to do their happy dance.

As important as it is to celebrate success, it is also important to analyze the not so successful things that inevitably occur in the course of your journey toward accomplishing your goals – of achieving your dreams and desires. Let’s deal with those. Bill Gates, the founder of Microsoft, is one of the most admired and one of the most hated people in the world. He says, “It’s fine to celebrate success, but it is more important to heed the lessons of failure.”

This from a guy who is responsible for the creation – and perpetuation – of the dreaded “blue screen of death,” where your work disappears for no apparent reason and can never be recovered! This from a guy who knows there will be bugs in his software and accepts that as an OK state of affairs. This from a guy whose virtual monopoly on business operating systems lets him ride roughshod over the people who have and continue to contribute to his billions of dollars of net worth.

Totally off-topic note:When you are working on something on your computer, make sure to use “CTRL+S” every few minutes! “CTRL+S” is your friend.

Don’t get me wrong here. I’m not bad-mouthing Bill Gates personally. Or event Microsoft (although I bet some of you do)! I’m not suggesting that we not learn from our setbacks and “failures” – a word I hate to use. Certainly we need to say to ourselves “OK, self, what can we learn from this less than optimally successful outcome? What can we do better next time?” Then we need to celebrate the success we did accomplish!

We actually did something that no one else has ever done. We made progress toward realizing our dreams and goals even if that progress was, in Bill Gates’ terminology, a “failure.” I like Mia Hamm’s advice much better: “Celebrate what you’ve accomplished, but raise the bar a little higher each time you succeed.”

Many of life’s “failures,” according to Thomas Edison, “are experienced by people who didn’t realize how close they were to success when they gave up.” Napoleon Hill agrees, saying “Most people have achieved their greatest success just one step beyond their greatest failure.”

Celebrate what you accomplish, but raise the bar each time you succeed. – Mahamm

Success doesn’t come easily as I’ve pointed out before. It’s kind of like reaching for heaven. You have to work to get there. So celebrate your accomplishments, no matter whether they are huge successes or, more likely, successful steps along your way to the ultimate goals.

If you aren’t sensing some common themes as you read this book then either I’ve done a less than adequate job of presenting them or you are really obtuse. J

Winston Churchill defined success as the ability to go from one failure to another with no loss of enthusiasm. Taken in the abstract, outside of any specific goals, success can be considered as the sum of small efforts, repeated day in and day out, that move us toward our ultimate objective.

You know you’re on the right track when you become uninterested in looking back.

How will you know that you are on the right track as you move toward your goals? For one thing, you will find yourself “in the zone” more often than not. You’ll find yourself visualizing the end result you are pursuing so vigorously that you’ll stop looking back and really concentrate more and more on looking forward. You’ll begin to adopt thinking patterns and action habits that will consistently propel you forward.

Celebrate the small successes as well as the large ones. A great life isn’t necessarily about great huge things. It’s about little things that can make a big difference.

When your self-doubter begins to try to undermine what it is you are doing to achieve your dreams and desires – to become truly happy – then remember that how you think and act will have a significant impact on how well you perform.

Unsuccessful People:

  •       Fear change
  •       Blame others
  •       Think they know it all
  •       Are Transactional
  •       Talk about people
  •       Hope others fail
  •       Never set goals
  •       Horde data and information
  •       Exude anger

Do you want to attract people who fear change and blame others for their every misfortune? To be around people who think they “know it all,” avoid forming close and lasting relationships and talk about others? People who take perverse pleasure in hoping that others fail, never set goals for themselves, horde data and information and exude anger all the time?

Not me. You can have these kinds of people – if you want them in your life. But these types of people will suck the life out of you. You want to surround yourself with positive people. People who will lift you up, help you move forward, celebrate your successes with you as if they were their own. People who will continuously encourage you to grow and excel in whatever it is you’ve decided to do.

Successful People:

  •       Embrace change
  •       Accept responsibility
  •       Continuously learn
  •       Are relational
  •       Talk about ideas
  •       Hope others succeed
  •       Keep “to-do” and “to-Be” Lists
  •       Share data and information
  •       Exude joy

I want to be around successful people. People who accept responsibility for their own situation, who learn continuously and who embrace change. People who value relationships and who talk about ideas instead of people. People who share information, hope – and help – others (me! you!) succeed and exude joy as we celebrate our successes.

Your celebrations don’t always have to be loud, grand or raucous affairs involving multiple people. If you’ve had a good day with a success or two you might just look in the mirror, smile, and nod at the person looking back. Sometimes the best way to end a great day is with a silent acknowledgment of achievement and, more important, fulfillment.

One activity that I’ve found very valuable is to build up a storehouse of favorable outcomes and their accompanying feelings for use with future challenges. If you use, for example, the physical techniques that Amy Cuddy suggests, you can couple those physical actions with the feelings of success that are associated with overcoming past challenges to build your confidence in overcoming future challenges.

You can also simply try smiling for ten minutes before entering a meeting or an interview. The act of smiling will change your brain chemistry just as Amy’s techniques have been proven to do. I do this before joining networking meetings and it works wonders.

Rather than letting your self-doubter undermine your confidence you can use positive self-talk to increase it. So when life is sweet say, “Thank you,” and store those times away for times when life is not so kind to you.

When life is sweet say “thank you” and celebrate. When life is bitter say “thank you” and grow.

You can use even the not so nice times to make life more pleasing in the future. As Oprah Winfrey has been known to say, “The more you celebrate in your life, the more there is in your life to celebrate.”

Promise yourself also to be just as enthusiastic about the success of others as you are about your own.

There is magic in celebrating your achievements and successes.

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The above material is from Chapter 8 of Inspiration Now! Order your copy now at  http://www.amazon.com/dp/B00RQT1BLK to read the other 8 chapters!

 

 

A Story About A Book circa 1978 – From Inspiration Now!

A Story About A Book circa 1978

I wrote a 77-page book over a single weekend in 1978. I decided to self-publish it. This was long before print-on-demand and e-books for those of you who may not be old enough to remember when you took a typed – not word processed – manuscript to your local printer and had him make your first print run. And you went to VeloBind to get covers and binding strips and even punching and binding machines.

I wrote a 77-page book over a single weekend in 1978. I decided to self-publish it. This was long before print-on-demand and e-books for those of you who may not be old enough to remember when you took a typed – not word processed – manuscript to your local printer and had him make your first print run. And you went to VeloBind to get covers and binding strips and even punching and binding machines.

I had the book printed on very nice paper and the hard cover was a walnut veneer with gold printing. Very good looking and conveying very high quality. The book was titled “Design for Testability” and I priced it at $95. That’s $95 in 1978 dollars, which today would be roughly $347. For a 77-page book in 8-1/2” x 11” format.

Everyone said that I was crazy to ever expect to sell any of these books. But I was convinced based on experience that there was a knowledge vacuum on this topic that I could fill. So I bought a full-page ad in Electronics Test magazine for $1,800 (which today would cost $6,500).

And I sold a few books. About half as many as needed to pay for the ad. But I ran the ad again the following month and sold 3 times as many books as I needed to pay for the ad. I was now on the way to profitability, even with a $10 ($36.50) cost of goods sold. And sales kept increasing.

God, it was fun to get the mail every day. Orders with checks attached. Names of book buyers who obviously had a significant problem to get their companies to spend that amount of money for a book. Going to the garage to punch, bind and put the covers on those books was a labor of love.

Not six months after that first book was sold I was in the seminar business teaching design for testability to all of the major electronics manufacturers in the United States. My little book had become “The Bible” of design for testability. And it remained that way for over ten years.

Why do I tell you this story? Only to point out that what I’m about to say to you in this book is not fiction. Nor is it wishful thinking. It is a compendium of thoughts, beliefs, and processes that are proven to work. Because they have worked for me and, properly applied, they will work for you.

This story comes from Chapter 1 of “Inspiration Now!” It is available at https://www.createspace.com/5124589. Order your copy now.

The Cost, Price and Payback for Helping Others

Help IllustrationThe Cost, Price and Payback for Helping Others

When someone asks you for your help with something do you do a cost/benefit analysis before deciding whether or not to respond positively to the request?

Do you try to figure out what kind of “price” you should charge for helping others, perhaps in exchange for some help you might need now, or to bank in order to ask for a favor sometime in the future?

Do you have a different set of criteria for helping others depending on their relationship with you or based on what kind of benefit you could get in return for your help?

Or do you just help whenever you can, however much you can and without regard to the nature or circumstances of the person in need of the help?

My father used to drill into my head the following:  “Always help as many people as you can, in as many ways as you can, whenever you can. Because you never know when you might need some help and if you’ve never given any help it might be tough to find it when you need it most.”

And “If you help others you may never get back as much help as you’ve given. But if you hurt others that hurt will come back many times over when you can least afford it.” I think he was talking about bad good and bad karma before I know what those words meant. Sort of like “What goes around comes around.”

Zig Ziglar said “You can have anything in the world you want if you’ll just help enough other people get what they want.”

It takes far more muscular effort to frown than to smile. Do you know that a smile from you will almost always help someone else smile, and thus feel better? How much does it cost for you to smile versus to frown? Smiling is one of those “win-win” situations.

How much does it cost you to say “Thank you” when someone does something nice for you, even if it’s their job to do so? How much does it cost to say “I appreciate your help” to someone, even if their help was minimal but their intentions were good? How much does it cost to tell someone that they did a good job on something or, where appropriate, that they look especially handsome or beautiful at a particular time?

How much does it cost to click the Share button on your social media account when someone you know asks you to do so? Or to “+1” something on Google when you think it was OK or might be of interest to others even if it isn’t of much immediate interest to you? Or to re-tweet something where it might help someone with a project they are trying to promote?

I’m not proposing that all of us help everyone all of the time. That’s just not possible, except perhaps in special circumstances (e.g., where you have all the time and money in the world to give and having that richness hasn’t turned you selfish and immune to the feelings of others). But I am suggesting that helping whenever we can, without first trying to figure out a cost or price or quid pro quo, is a better way of living than the other way around.

I am privileged to have a lot of friends, both in the real world and on social media sites, who go out of their way to help others. They provide advice, they answer questions, they help organize in-person events and they volunteer to help in their communities. All without wondering whether or not they’re going to get paid for helping and without expecting some kind of payback.

I’m also not suggesting that you confuse helping with working. If you earn your living by providing commercial services, I wouldn’t expect you to provide detailed help and advice in your field of expertise for me without expecting me to pay for it. And I hope that you wouldn’t expect me to provide you with detailed marketing help and advice on your particular business issues without being paid for it.

But if you need a generic opinion, or a connection to someone, or some hints on what events might be beneficial for you, I’m happy to help – without charge – because it is something that I can do and am happy to do. I’m convinced that each of us individually and all of us together can make this world a better place just by helping each other whenever and however we can.

I hope you are one of them. And that the next time you are in a position to help someone that you do so – freely, willingly and with goodwill in your heart.

Thanks for reading. Your comments, as always, are very welcome. To read more of Jons’ thoughts and ideas, order The A to Z Blog Book from Amazon or Kindle. You’ll love it.Order The A to Z Blog Book - Print Version

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Elements of a Marketing Plan — 2

I’m going to continue posting the materials from my Udemy.com online course entitled The Marketing Plan Seminar so that my followers can get a feel for the kind of work that I can do for them on a consulting basis. If you can’t wait for the installments to be posted you can order the complete course at http://udemy.com/The-Marketing-Plan-Seminar at any time. In the mean time, I hope you will enjoy each small installment and please do give me a call if doing so triggers something for you where I can be of help with an Instant Strategy Session or working with you longer term with the Monthly Mentoring Mode.  Enjoy!

Elements of a Marketing Plan -- 2 - Slide7
This image goes with the accompanying video that is part of the online Marketing Plan Seminar. This is slide number 7.

Here we see the hierarchy of goals, strategies and tactics. Too often people fall into the “tactic of the day” trap and go off developing tactics before setting initial goals, supporting the goals with strategies and then implementing tactics that will support them.

 Elements of a Marketing Plan — 2

The “bottom line” here is to make sure that you develop things in the right sequence.

Just Because You Can Doesn’t Mean You Should

Smartpnone with QR Code on ScreenDoes the word oxymoron resonate with you? An oxymoron, for those of you not familiar with the term, refers to a concept that doesn’t really make sense.

Military intelligence is one of the favorites. So is jumbo shrimp. How about clean dirt? Or how about open secret, original copy, paid volunteer or vegetarian meatballs?

Two words that just don’t make sense when placed together.  The illustration with this post showing a QR code on the screen is another interesting example that could be put into that category. Why would you send a QR code to a mobile device when the camera that could capture and process the QR code is on the back of the device? Because you can? Why would you include a QR code on your website then the person viewing it is already there?

Just because you can doesn’t mean you should!

I had the opportunity to hear Scott Stratten, president of Un-marketing, talk about these kinds of things on a webinar earlier today. Or maybe it was a rant. Or some combination of both. In any case it was very informative and entertaining and I encourage you to check him out at http://unmarketing.com on the web or at @unmarketing on Twitter. Because there’s more.

There were a lot of examples presented during the hour long presentation, many reminiscent of my blog post about businesses with “Please Use Other Door” signs on them. Scott didn’t mention them, but he did mention billboards containing QR codes that advised people not to text while driving. But trying to photograph QR codes while driving is OK? “Stop it!,” says Scott. Just because you can doesn’t mean you should!

How about putting together what ended up being an “award winning” advertising campaign using QR codes in subway stations where there were no signals for the smartphones to connect? What fools dreamed up and implemented such a campaign? And what batch of greater fools actually gave the company an award for a campaign that didn’t work?

Now I’m not ranting against QR codes in this post. They certainly have their place and can be valuable adjuncts to your messaging if used properly. What I’m trying to illustrate is that just because we have the technology to do these kinds of marketing “tactics of the day” doesn’t mean that we should do them. Especially if they don’t work!

Give some real thought to what you are trying to accomplish with your marketing tactics.  Make sure that they fit with your overall marketing strategy. Double check them for soundness and examine them for functionality.  Because you can spend inordinate amounts of time and money doing things that make absolutely no sense from an overall marketing standpoint and can even damage your brand or image.

Guess what happens when people try to use a QR code and it doesn’t work. They are much less likely to try it again. Guess what happens if they have a bad experience with your web site, your store entrance or your employees. They are much less likely to patronize your business again. So you are sabotaging yourself.

Think about it. Get third-party reviews from focus groups, advisory boards, consumer panels or marketing consultants before you implement a marketing tactic. And please don’t execute one just because you can, especially if you shouldn’t.

Your comment on my opinions are, as always, welcome. I’d love to hear from you and will share your comments with your permission.
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