The Marketing Seminar/Workshop – Encore Edition

The Marketing Seminar/Workshop – Table of Contents

A live encore presentation of The Marketing Seminar/Workshop will be held on January 24, 2013, in Northeast Portland. It has been produced and will be presented by Jon Turino, an award-winning speaker and one of Portland’s premier marketing strategy consultants. Here’s the Table of Contents for the session:

Helping Businesses Grow Through Better Marketing Strategies

Jon Turino Marketing Strategy Consultant Portland, OR

  • Our Agenda for Today
    • A short presentation by Jon
    • Workshop session
  • Where Is Your Marketing Plan?
  • Why a Plan?
  • The Process Flow
  • Elements of a Marketing Plan – 1
  • Elements of a Marketing Plan – 2
  • Elements of a Marketing Plan – 3
  • Who Are We Trying to Reach?
  • What Message(s) Are We Sending?
  • What Message(s) Are We Sending?
  • What Media Should We Use?
  • Social Media Considerations
  • Converting Leads to Customers
  • Other Elements to Consider
  • Other Tools in Your Arsenal
  • Your Networking World
  • Some Networking Tips
  • What’s In It For You?
  • Let’s Get You A Plan! – Workshop Session

Registration information will be forthcoming soon.

Marketing Seminar Workshop Large Flyer - Dec 6 2012 Session















Link to Event Page with PayPal Registration Here.


The Power of “Why?”

Woodblocks Image WhyI’m prompted by reading a recent post on LinkedIn about what to do when clients ask you to do something wrong to offer some simple advice as to how to get that client to reach his or her own “Aha” moment and abandon their folly.

Simply ask “Why?”  And continue to ask “Why?” until you get the same answer a minimum of three times in a row. You may, at this point, be fairly confident that you’ve discovered the root cause of the clients’ need, want or desire.  And the client may, by this time, achieved the desired state of realization.

If you are a parent you know just how aggravating the constant “Why?” question from your young children can be. “Why is the sky blue?,” when asked by a 5-year-old, can’t reasonably be answered with an explanation of the layers of the atmosphere and the behavior of light in that atmosphere. Because the child won’t understand that answer and thus you will be faced with an innumerable and unending series of “why”s which will only beget another innumerable and unending series of additional “why” questions.

Far better to say something like “Because that’s the color Mother Nature wanted it to be.” If you get another “why” to this answer you’ll have to come up with some simple reason why Mother Nature would do such a thing, but you are not, in this case, constrained by reality or facts. You can use whatever it takes to end the questions, including distracting the child from that train of thought altogether. By asking, for example, “Why do you like brown (or pink or green or yellow) ice cream the best?  Shall we go get some?”

When dealing in the real world of business with presumably educated and intelligent adults, however, the above example won’t work very well. You’ll want to have the client come up with real answers to your “why” questions so that you can eliminate the superficial or fallacious reasons that led to the request in the first place. You might ask “Why do you want to paint the delivery van chartreuse when the company logo colors are orange and brown?” If you get an answer like “Because my new girlfriend thinks it would be cute.” you can ask “And why do you think cute will be better than businesslike?” or something to that effect.

You can, and usually without upsetting the client too badly, get to a good solution using this powerful technique.  Give it a try the next time you are faced with a demand that seems unreasonable. And please share with us the results. Why? Because I’ll bet they’ll be enlightening and humorous at the same time.

You can see some examples of wrongheadedness at 15 Question Silent Marketing Test, which also includes a video. Thanks for reading.

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 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.

The Mayonnaise Jar and the 2 Beers

I found this post on another site and wanted to share it.

Mathboard Image from Original PostWhen things in your life seem almost too much to handle, when 24 hours in a day are not enough, remember the mayonnaise jar and the two beers.

A professor stood before his philosophy class and had some items in front of him. When the class began, he wordlessly picked up a very large and empty mayonnaise jar and proceeded to fill it with golf balls. He then asked the students if the jar was full. They agreed that it was.

The professor then picked up a box of pebbles and poured them into the jar. He shook the jar lightly. The pebbles rolled into the open areas between the golf balls. He then asked the students again if the jar was full. They agreed it was.

The professor next picked up a box of sand and poured it into the jar. Of course, the sand filled up everything else. He asked once more if the jar was full. The students responded with a unanimous ‘yes.’

The professor then produced two beers from under the table and poured the entire contents into the jar effectively filling the empty space between the sand. The students laughed.

‘Now,’ said the professor as the laughter subsided, ‘I want you to recognize that this jar represents your life. The golf balls are the important things — your family, your children, your health, your friends and your favorite passions — and if everything else was lost and only they remained, your life would still be full. The pebbles are the other things that matter like your job, your house and your car. The sand is everything else — the small stuff.’

‘If you put the sand into the jar first,’ he continued, ‘there is no room for the pebbles or the golf balls. The same goes for life.’

If you spend all your time and energy on the small stuff you will never have room for the things that are important to you.

Pay attention to the things that are critical to your happiness.

Spend time with your children. Spend time with your parents. Visit with grandparents. Take your spouse out to dinner. Play another 18. There will always be time to clean the house and mow the lawn.

Take care of the golf balls first — the things that really matter. Set your priorities. The rest is just sand.

One of the students raised her hand and inquired what the beer represented. The professor smiled and said, ‘I’m glad you asked. The beer just shows you that no matter how full your life may seem, there’s always room for a couple of beers with a friend.’

author unknown — happy to attribute if somebody knows

Found on Google+, posted by Jordan Arseno, October 8, 2012, 3:26 PM (edited) –  Public

Jon Turino:  This post hit the top of the chart on Google+.  What do you think of it? I’d love to have — and share — your comments on it.


Some Revealing Information

CVI Image for Jon Turino
This diagram highlights my Innovator and Merchant characteristics.

Some revealing information has recently come to light about yours truly.

A while back I took an assessment called the Core Values Index (CVI) assessment. This assessment is unlike strengths assessments or current personality assessments that can be colored by current or recent past events. The CVI looks at just what it says it does: my core values.

I am old enough to own up to being who I am. So I’ve included the link to the complete CVI results on my About Jon page. But I want to share some highlights with you.  Here’s what it says:

“Jon Turino,

54% of your core value energy comes from Wisdom and Love.

Jon, the CVI assessment found you are an INNOVATOR-MERCHANT.

What does this mean? This means your primary core value is Innovator – An Innovator’s core value energy is Wisdom. Wisdom is the ability to see the way things are, and discern what to do about it. You accurately assess situations and provide solutions. Your secondary core value is Merchant – A Merchant’s core value energy is Love. Love in this sense is working toward an inspired vision of what can be, by nurturing the core values in one’s self and in others. You thrive at building relationships and providing an inspired vision for those around you.”

It goes on to say: “Your scores indicate you have INNOVATOR/MERCHANT tendencies.  When you enter a room there is more wisdom and love energy suddenly in that room. You are the presence of loving wisdom. This is your assignment, to be the effective presence of loving wisdom. You look at the circumstances and situations around you through the eyes of compassion and truth. You operate from reason and intuition, seeing the way things are. Asking questions and deriving the right responses, best strategies and most workable solutions. This is balanced by your intuitive and reasoning capacity to see who people really are. You try to understanding their needs and wants. You work to nurture and support them and yourself. Your highest and best contribution can only be made in situations in which there is a significant and constant need for loving wisdom

There is much more explanation, and some examination of the negative traits associated with my “exquisite wonderfulness” — a phrase that was coined many years ago and who’s origin and meaning will never be revealed here!  In any case, I found the CVI results to be truly fascinating information and I like to think they are pretty darned accurate.

How about you? Do you think it fits me? I’d love to hear from you. And if you’d like your own assessment, just click on Taylor Protocols.


A Marketing Sandwich

Monte Cristo Sliced ham. Sliced turkey. Sliced Swiss cheese.  Sliced bread. Scrambled eggs mixed with a tablespoon or two of milk, some cinnamon and some vanilla extract. Butter and a hot  skillet. What are we making?

The list of ingredients isn’t very fancy now, is it? Some pretty basic ingredients to work with.  We could make  a variety of things with our ingredients. A ham, cheese and turkey sandwich, for instance. Some scrambled eggs and some cinnamon toast. How about some French toast? Or how about a Monte Cristo sandwich? Doesn’t  that sound tasty?

And what does all of this have to do with marketing?  Think about the list of ingredients as the raw materials of your product or services. Think about the recipe as the packaging and the finished product as the presentation.

How different is your  ham, turkey and cheese sandwich from those supplied by your competition? Or your scrambled eggs? Or even  your French toast?  Ah, but a Monte Cristo sandwich? How many of your competitors offer one of those? How many restaurants for that matter?

Messages, media, markets. Monte Cristo sandwiches. It’s what’s for brunch today. Make sense?

Enjoy the sandwich. Add some syrup or jam if you like it with something sweet. Call me or take one of my courses if you’d like help cooking up your own better marketing strategies.

And please leave your comments. I will respond to them.

Chef’s Note: Mix the eggs, cinnamon, milk and vanilla together with a fork or a whisk. Soak the bread on both sides and cook on buttered skillet until golden brown on one side. Flip to cook 2nd side and add turkey, ham and cheese to sides already cooked. Then fold together to make into a complete sandwich. Flip as needed until cheese is melted and serve immediately with fruit, jam/jelly or syrup. Makes a very tasty meal!


How Much Is An Idea Worth?

Golden Egg Illustration for a New IdeaIt doesn’t look like much, does it? An egg made of metal. OK, a nice metal. Gold. How much is it worth?

The answer, of course, is: “It depends.”  The same answer you’ll get when you ask “What’s the right marketing strategy for my business?”

What is your business? Who are your target markets? What messages are you using to create buying actions from the members of those markets? What media are you using to deliver those messages? Are they working as well as you’d like them to?

What if you took an hour to just talk to someone about some new ideas for improving your marketing strategies? What if you discovered that there were things you weren’t doing anymore that you used to do that used to bring in a consistent stream of business? What if you, or the other person, or the two of you together, came up with some new ideas for penetrating new markets, or doing a better job of converting leads to customers in your current markets, or developing more compelling messages or finding new ways to deliver those messages?

How much is that worth? Is it worth an hour of your time? Is it worth a few hundred dollars to have that discussion with someone who’s not buried in your day-to-day issues and problems and who might provide, or trigger within you, some new ideas that could dramatically, or maybe even only marginally improve your top line? Take just a moment to imagine the possibilities. It could be worth a heck of a lot more than an hour of your time and a few hundred dollars in consulting fees now, couldn’t it?

Of course you could be too busy putting out fires and chasing the next sale to make time to spend that hour. And money is tight, isn’t it? But things won’t get better if you keep doing the same things you are doing now, will they?

New ways to deliver your messages. New messages. Better messages. Maybe new markets. Maybe new ways to approach those markets. What might those ideas be worth? Give that some thought an let me know what you think.

Thanks for reading and best of luck in valuing that egg. And call or write me if you want some help with that.


Markets, Messages and Media

Markets, Media and Messages for MoneyThere’s been a ton of discussion in one of my Linkedin groups about the “Three Ps” of marketing. Some of it has been practical and some pretty esoteric. Some pretty bland and some pretty heated. Some to the point and some veering pretty far off. Even to the point of introducing the Three As, the Three Bs, the Three Cs, etc., with the possibility of twenty six Three Things (using the English alphabet.  So I figure I can put my two cents in for the Three Ms — Markets, Messages and Media. Because this is where I concentrate with my clients when it comes to marketing strategy development.

If you participate in networking groups you’ve no doubt heard the advice about providing your fellow participants with fairly specific targets in response to the “Who is a good lead for you?” question. The idea here is to avoid “spray and pray” marketing by trying to sell to everyone whether they might need or want your product or service or not.

You’ll need to hone your messages to resonate with their needs and wants if you expect to get them to respond to your calls to action. What problems can you solve for them? How much time or money can you save them? What painful situations can you extricate them from or prevent from happening with your offering. What will they get if they do what you ask? What’s the benefit that’s in it for them?

If you pay attention to the demographics of your real target market niches, you’ll use the right media to try to get their attention with your tailored messages.  That means avoiding the “tactic of the day” trap, or throwing darts in the dark as I described it in an earlier blog post. How many 70 year old people shopping for cemetery plots are doing that on their iPhones or Android smart phones? Do you really need that mobile app to reach them or is there a more appropriate and more effective media for doing so?

Markets, messages and media. Three critical “Ms” that are central to your marketing strategies. Have you reviewed yours lately? Do they still fit with what you are trying to do, who you are trying to reach and how you are reaching them or could they use a fresh look from your advisory board or an outside consultant?

Give that some thought. And please let me know what you think about what I’ve said as well.  Thanks for reading and I look forward to receiving your comments.