On a recent trip from Portland to Boston, I read Jon Spoelstra`s newest book, Marketing Outrageously. Since I travel quite frequently, I read, on average, one or two books a week and very few of them alter my thinking the way this book did. Lasting impressions from the book are as varied as the different typestyles he employs to get his message across. When I was finished reading the book, I was irritated that it wasn`t longer. When I reviewed the notes I had penned onto the back of the receipt from buying the book, I ended up transferring them to my laptop which, in turn, ended up turning into three pages of detailed notes and the resulting timeline I attached for action plans on no fewer than a dozen ideas the book spawned for me personally. On the return flight, I reread the chapters I dog-eared on the first study. The thing I can`t get out of my mind is, "Toss out the old measurements. What`s it gonna take to dominate?" To borrow from the book, ask yourself the same question except add to it by making the question personal. For example, "What`s it gonna take to ominate the radio station website race in my market?" Or, "What`s it gonna take to dominate website billing?" Finally, a twist, "What`s it gonna take to help my advertisers dominate their business category?" After you ask yourself the question, start writing down the answers you come up with no matter how foolish they sound, with no regard to any of `the old measurements` (...in his book, Spoelstra references the ad agency standard of `reach & frequency` as the `Old Measurements`. Go, Jon Go!). You now have the beginnings of an action plan to answer the question of domination. You have also slightly transformed yourself into a strategic partner for your advertisers because you`re not thinking like everybody else... you`re thinking of ideas. You.re looking for opportunities for you and your advertisers, and soon you will dominate.
|
