Monthly Archives: March 2015

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Case Study Silk’n FaceFX

Category : Case Study , Infomercial

Silk’n is the name brand under which Home Skinovations Ltd. markets a number of beauty appliances and skincare product. The hardware products utilize energy technologies especially light and heat technologies in a variety of applications that are individually focused on reducing cellulite, wrinkle reduction, acne abatement and more.

The Challenge

Silk’n is famously successful around the world and had yet to crack the American market. Despite hiring a number of creative agencies and attempting several direct response television strategies, they had difficulty monetizing the business and selling successfully.

Occasionally, people bring existing video assets to us and ask if we can repurpose them towards success. This was such a case with Silk’n’s “Face FX” product, a light energy product for fine line and wrinkle reduction.

The SolutionWhite-box_facefx_user

We determined that some new imagery would be needed, yet the majority of the content was repurposed. The true difference was the sales strategy and argument. Instead of talking about the company and the features of the product, we spun the conversation to the consumer and posed questions that elicited the natural desire for the solution that FaceFX offered.  We featured the benefits. Something most companies miss, something most companies have to do to succeed.

The Results

The creative team at Big Baby Agency is the team that cracked the code and instantly achieved profitable sales metrics. We put Silk’n on the American radar and have helped push millions of dollars of revenue for White-box_facefx_productthe entire line of products through both television and retail stores. Silk’n, as a company is amazingly smart, savvy and successful. They understand that the unique offers they have on television fund the global sales initiative for the retail service of the brand. Smart stuff, and great products.

 


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Case Study NuvoH20

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Category : Case Study , Infomercial

Nuvo H20 is the dominant #1 consumer brand in the category of Citric Water Softening

This compact alternative for softening water in a residential setting reduces the expense, footprint and water usage of traditional salt water softening systems.  The creative team currently at Big Baby Agency was nuvo_product-and-logobehind its launch in 2010-2011. The company’s singular long form creative has managed to be the backbone of NUVO H2o’s marketing efforts for five years running. The same successful show running for five years constantly is extremely unusual in television. Not for this team however, we have shows that have run as long as 12-years, same creative, that’s crazy.

Through the format of a 30-minute home improvement show we demonstrate the cost savings, appliance savings and ease of use and simple installation of this product, which was not available at retail originally. We simply explain the science behind the product in layman terms and give a bevy of before and after’s.

Treating the consumer with an intelligent approach and simply showing the huge economic savings and upside to living in a home enjoying water that behaves as soft water without the headaches, expense and inconvenience. In addition a bevy of lifestyle benefits including softer laundry, less calcified residue, detergents that suds again and the clear lower consumption of cleaning chemicals.

The marketing offer has a low barrier to entry first payment to entice a call. The consumer is then appropriately matched with a product that suits their water actual consumption. The company manufactures devices that range from the hundreds to over a thousand dollars depending on the size of the consumer’s home and occupancy.

The company has enjoyed explosive growth over this time and is expanding into retail footprints including Ace Hardware. CEO Laird Washburn credits Ron Lynch for “making a show that drives consumers to pick up the phone while maintaining a credible trustworthy brand approach.”

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IF YOU THINK YOU CAN MARKET TO YOUR AUDIENCE…YOU’RE DOOMED.

Category : News , post

That’s right. Doomed. You will waste time. You will waste money. You will fail and you will be disappointed. You may end up looking like a fool. Sounds fun?

You see most people don’t understand the difference between advertising and marketing. Advertising is something you “do” to your audience. It is interruptive. It is a push model. It is “Donkey” in Shrek screaming “Pick Me. Pick ME!”. It is one of the 40,000 messages your audiences will filter themselves away from every day.

Marketing is different. Marketing is about developing a market. Drawing in an audience by talking about THEM not YOU. It is a mature approach that respects the crowd and acknowledges the individual. It is being wise in the understanding you “get” your product and your audience so well. Be confident. You don’t need everyone on earth to hear the message. Not everyone is your customer no matter how much you love your product. Done properly, marketing is something your audience does to you.

The vast explosion of television channels from 35 to literally hundreds in the past 15 years has had a unique effect. In one way it has crippled advertisers, giving seemingly an endless inventory of stations to the consumers. The same numbers of consumers now are nomadically wandering over a vastly increased landscape. Media rates did not decline with increased supply but rather continue to escalate due to the market specificity. Theoretically the consumers are in smaller more category specific ponds as they view, so rates increased. Realistically “advertising” is more expensive. Consumers are nomads that belong to tribes that lead to civilizations. Start by asking specific nomads what they seek. Asking the right question is everything.

Customers are hard to locate. Nomads walk right up to you.

To further the metaphor, you need to build an oasis. A place that some see, they experience. They leave and tell others where to find you. Nobody advertises the oasis. It is marketed by being there. Being reliable and satisfying those who come. An oasis is marketed by dialogue with seekers talking to seekers. It’s a place of benefit people seek. It has what you seek. An oasis does not need an ad budget. People are out there talking about it for free. Marketing has a lower cost of participation than advertising. It has a vastly higher ROI. Learning to be a marketer instead of an advertiser has never been more important.

(We can help you dissect what this strategically means for your business. E-mail us at genius@bigbabyagency.com)

Then God gave us the INTERNET.

Some will curse it. We see it as a landscape of endless opportunity… An oasis around every corner… a camel in everyone’s garage. Every customer you want is a bedouin with a story. Every URL in the world is an oasis broadcast network without an FCC license. Every click is a true lead gen possibility for a consumer that may want to engage with you.

If you understand how television and the Internet are currently colliding and get the difference between Marketing and Advertising, you will have the marketing keys to the universe.

Today’s savvy marketers know that an integration of tools has to be used to draw the consumer into a conversation about them. Some would accuse the consumer of vanity or self-absorption. I would say that it is more human nature and survival. Life is hard for the average person and they truly are looking for help. Good marketing means starting a conversation with the consumer base artfully. One that respects them and helps them self-select engagement based on their problems and your benefits. Notice I didn’t say your product or your features. Lead with them, not with you. The conversation should always be about their needs and how you can potentially help them.

Marketing is the art of selective inclusion. It’s the “pssst” in their ear.  Lead with a question. A question that makes them opt into the dialogue.  A question that makes non-customer opt out. That’s right…

Good marketing, the kind that has profitable ROI, allows the eventual consumer to instantly opt in and the rubbernecking non-customer a quick view that informs them to pass right by. You want to turn a few people off. It’s ok to not be listened to by people that will never engage. That’s how your audiences know that you are talking about them, to them. That’s also part of the secret to keeping it affordable, a discussion for a future post.

Why would we advocate such a message? Because, in the Internet age people can want to efficiently self-select marketing. You do it. Look at your e-mail folder later. It is filled with marketing e-mails that you don’t read yet you could easily go into and hit “delete me from your list”.  You choose not to. Why? Because you like those brands, you might get to them later, tomorrow. They might finally kick out the headline offer that makes you engage. They are your retail friends that eventually will throw the party you want to go to. It’s nice to be engaged with brands that reflect you.

I said reflect you, not represent you. Reflect. Right? Think about that in your free time.

Advertising is an art form. It is mystical, like a viral video. It’s a unicorn. You can’t get up and make a unicorn. You can hope to. You never know until it’s out there. Ninety percent of it does not work.

Marketing is a discipline, a skillset. It is a dialogue. We can show you how to learn it and replicate it. We have done it with an enormously successful batting average. How are we consistently so successful? We use a formula. It begins with an intentioned conversation that starts with empathy towards the customer. It is about them 80% and you 20%. It is way easier to succeed and drive metrics with marketing. Marketing is scientific and predictable; certainly it incorporates creativity and thinking, at times even brilliance…

BUT you don’t have to be brilliant to do it well.

Think about your approach this week. Are you driving from the perspective of the seller pushing or from the vantage point of the viewer who is hunting or gathering for something that relates to them? Put yourself in their shoes. Feel their pain point. Ask a question that starts the conversation.

Next week I’ll give you a helpful tool and a specific tactic you can utilize to solidify this thinking and grow your network almost effortlessly.

Would you like to learn more? We have an upcoming seminar titled…

“If it can’t be sold in five minutes or less… it either shouldn’t be sold or you shouldn’t be selling it.”

E-mail us at genius@bigbabyagency.com type in “I’m in” , if you’d like an invite- Thanks for reading.

Market Smarter!


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Can You Survive Shark Week?

Category : News , post

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How to separate yourself from the school of fish without being eaten alive.

The secret: Choose to be the fisherman instead of another fish.

 

What is the hardest thing you’ve ever had to sell?

Asking this question is always interesting because first thoughts and reactions typically go to a litany of products or services that probably should never have been for sale in the first place. Once people get that air out of their windbag, the next layer becomes more and more truthful, especially for marketers. The answer usually is… themselves.

Investing the 4 minutes it takes you to finish this article, you will have a technique in your pocket, a tool, to reach for…every single time. Maybe I should of called this technique, “the pocket fisherman”?

If your immediate reaction is, “Oh no, I’m great at selling myself ”, you may want to check that. Talking about yourself is not selling you. In fact, it’s a great signal to people that you are still trying to convince yourself of your own competency. The sound of  “you-to-you” with them just listening in usually leads to… “Waiter Check please!!”. If they check their phone or their watch, you’ll know for sure. If they text someone and their phone suddenly rings, you are an undeniable predator. Stop.

Most of the great marketers I know tell me they are horrible at marketing themselves. They do a crap job at it. I was like that for a long time, It sucked. I sucked. I empathize from a place of deep humility. No one teaches you how to do it. I’d like to share what has helped me change it all and get results in a step by step way.

In last week’s article, “If you think you can market to your audience… you’re doomed”, I told you I’d send you a tool and a tactic to help you grow your sales almost effortlessly. It’s right here.

The key is you are probably already in the right place, just doing the wrong thing.

(https://www.linkedin.com/pulse/you-think-can-market-your-audienceyoure-doomed-ron-lynch).

Here’s the premise first. People buy themselves, people sell themselves, people convince themselves based on their self perception and identified needs, especially your clientele. They are never signing up for you. They are signing up for what you can do for them. So you need to quit talking about you and get them to talk more about them.

 So let’s assume you are at a business event, a tradeshow, a seminar, or the all-now famous “mastermind”. They feel kind of like the sea, or a really big fishbowl, right? Top feeders, bottom feeders….easy to identify.

It’s easy to grow your business here but most of us have no idea how to do it. Most people want to talk about themselves. Do the smart thing. Talk with people one on one if at all possible. Start asking questions about the details of their business differently than you usually do… without an expectation of outcome. What they like about it? What they hate? What they sell? How it works. Get the business model in your head. Ask until you have that. It will take a few minutes for sure. Steer away from the answers that zone in on people they dislike. That is useless gossip. Focus on the organizations business model and discover if the organizations they work with as sub-vendors are functional fits for them. Make sure you ask enough questions to make the conversation have value to them. You are the therapist at this moment. Listening is actually the position of power.

If they are happy with things as they are, roll with it. If they are not and you truly know of a third party, (NOT YOU) that could help them, offer to make that contact FREE. You have just moved to caring advisor. Remember 10 minutes ago you were…total stranger, so far, so good.

free-samplesYes, that’s the free sample that shows you have integrity. Follow up on the spot with a note to self or a quick ping. Yes, rudely right there in front of them. Ok so ask permission first, but then at least make the note. It is the FREE SAMPLE of your integrity. You clearly do what you say you are going to do and you take action.

Please notice I didn’t suggest you preview their business to see if you are a fit for them. Why? They are a human being. They are a fit for you, I guarantee it. Trust me.

If you follow this path they will at some point remember the value you presented. Lead generation is a numbers game for sure but from other’s perception it is a quality game. Be a person that is kind and helpful for no reason. It is the right way to be and the reputation you want to have. The numbers will come if you represent quality help….value add.

I have worked with and for people who have not followed this principle. In fact, I have seen people coldly and rudely cut conversations short because there is “no ‘there’ there”. Mistake. You never know who you are talking to or who they may know. By definition networking has to do with a “net” working. The people you meet are the net, the fish you end up catching with the “net” are the “work”. First make a net. You can’t buy them. You can’t sew into someone else’s. Make one yourself.

You are a fisher, one who fishes, right? That is the sexually neutral term? I think so. I know that most who will read this are women because most men think they know it all, already. That’s why women are better networkers naturally. They connect, collect and conquer. Smart.

There are only a handful of things in the blue ocean that should matter to you. Some are environmental like the rocks, the waves and the storms of business. They are the grander situational things that cause navigational issues in your strategic business plan. Then there are the three we’re focused on here, people… Sharks, Nets and Fish. Stay away from sharks. They are sure fun to watch but they will destroy you. Stay away from sharks. Outside your net they will eat through it, inside your net they will destroy it. Get it? Get it. Stay away from sharks. Told you three times…you’re on your own. You’re gonna need a bigger boat.

Now, have you ever had a friend or acquaintance for years and found out some new fascinating fact about them or a contact that they’ve had for years that was suddenly mentioned in passing that took you by surprise? They never gave it to  you, why? We all have had that experience. Even with close friends. You may not know exactly everybody they know. Never being introduced to a key player in your business life would be a tragedy. Make sure that your personal relationships are in a place that could add value to your net as you sew it together. Be nice without being a know-it-all, to the friends around you. Pick up a check instead of splitting it with a friend. See you usually split it with friends don’t you. Sign of friendship? Nope, sign of lack of value that you have for them and complacency. Be a better friend.

Okay back to our conversation with the new contact at the event, cocktail one is just about running out. The appropriate social turn at some point will be for them to ask about your business. The moment you’ve waited for, right? NO! Do not take the bait. They are being really nice and appropriate but they just met you and are actually beginning to end the conversation. That’s what they are doing. Either they don’t trust you to tell more or you have been passively listening waiting for your turn to talk. They are reading you. How could they want to wrap it up? How could that be when you are about to be so fascinating? Face it. You are not fascinating… yet.

The stronger and smarter position is to deflect politely and find a way to say. “I am totally happy to answer any question about me and show you my business whenever you like but it’s generally boring, maybe because I do it everyday. Before we do that can I ask you about something you just said that interests me?” Order the second cocktail and then then truthfully go to the question that leads to something else problematic in their business. Get them to reengage and demonstrate that you are listening, care and have something to offer them…about them.

After this you may know enough to offer them some more help. Here’s the underlying secret.

Give a sh*t about them. Yup. That’s it. Care. Be empathetic. More than act like it, BE IT. Genuinely meet people with the spirit of service and growing them.

The fact is nobody really cares about your business or wants to help you. They care about theirs. Just like you. The people that stand out in the world are the sharers, care-ers and doers. Did that look like a typo to you? Care-ers? Ok. Let’s remove the hyphen. Careers. Amazing huh? In the middle of all this, true careers are built by those who care. People who get talked about and recommended are effective at helping others, period.

When someone recommends a business book they inevitably say, “Read this, it helped me.” They never say read this “the guy talks so much about himself you will be dazzled by his history.” Snore. Rhymes with bore, lore and who___. Don’t be a who__.

cocktailNow, back to our cocktail talk.

By now, the conversation is hopefully deeper about them and it’s finally your turn to talk about your favorite topic. You. Don’t give into the temptation. Ever. Talk about your clients and case studies. Don’t even talk about third party information you read on the Internet that you think makes you look and sound knowledgable. That actually does the opposite. It tells them that you understand how Google works. Don’t tell them what Tim Ferris just said or compare your thinking and visionary ability to Steve Jobs. Talk about them and their specific needs what you have experienced first hand that relates to them that could help.

Which means…You gotta “know your stuff” to be good… So know your stuff.

The best advice you can ever give, needs to be heartfelt and real, from your own case studies. This is the only way you should ever talk about yourself, through actual case study experience where you or your organization tangibly helped someone to reach the goal. That is the part of you they are dying to hear about. If you don’t have any case studies, you probably should be looking for a job instead.

You can’t sell wisdom you don’t have.

Be sincere. Tell the Truth.

If you don’t know what to say because there’s no way in hell you can help them, be aware of it. Repeat their business model and speed bumps back to them so they know you heard them and simply say “Your work is way out of my league, ( Over my head….outta my field) but I might have a friend that could help. Could I introduce you to a nice person I trust?” Of course that better be true. Assuming it is, hook them up with your friend. The law of social reciprocation will indenture your friend to return the favor. Hopefully, you are good at picking friends.

That is networking.

Sidenote: If you brought up your money, personal travel, possessions or degraded your spouse at any time. You flunked. You don’t have a hole in your net. You have a hole in your boat. I will not do business with you. You are immature. You cannot be trusted. Does that piss you off? I don’t care. You are not a shark yet. Quit trying to look like one. People that aren’t sharks, simply look like silly blowfish to the rest of the world. If you are a blowfish, you’re out. Blowfish are poisonous.

puffer-fishLet that sink in deep. If that hurt a little bit, own it. Change. Remember the only thing you can change in this world that will have any real effect is looking you in the mirror every morning.

Now you’ve exchanged business cards or texts, right. You’re done. That’s it for now. Seriously. Move on. If you gave them appropriate case studies they know it. If they liked what they heard and you were really impressive they may hand walk another lead to you. They will throw a fish in your boat. Happens all the time.

They don’t need or want to know anything more than you are a resource for them. You didn’t go through their data file, compare needs, none of that. You don’t know who they know that can help you. Good. You simply became a servant to their success and they don’t know that much about your needs. You have also appropriately set up the instinctive need for a second date. You have forcibly and subtly broken the law of social reciprocation. You have given, but you have not taken your fair share.

Why is this smart? It is psychologically, incomplete. You have kindly and sincerely built a scenario where you have given a lot and they have not fully reciprocated. If they are a creep this will not bother them. I don’t work with creeps. Neither should you. If they have integrity and a conscious this exchange will sit in their subconscious as an open and incomplete loop and bug them.

The mind hates open loops.

After a few days follow up, if you committed to do so with helpful information for them. Go from sample to sample platter if your instincts lead you to. Make the connections for them you promised regardless. Build their net.

This behavior is more than a sales technique. It is a growth technique based on being a conscientious good person. Imbedding the expectation of empathy and thoughtfulness in your business will build you all the reputation you need. This will start to eliminate your need for increasing sales staff and build your need for a customer service staff- actual production people. If you are truly committed to your business this will be your long term effortless growth strategy. If you are not committed to your business, then you are not committed to yourself. We can’t help you with that, but we have a friend that can and would be happy to offer the referral for free.

If you are disproportionally increasing sales staff and decreasing production staff you are in serious trouble. You should look to make a change, possibly starting with you.

Don’t be surprised when you see this technique work, not just in the short term but in the long term. People remember someone who was actually insightful, unselfish and willing to help without reciprocity. In fact people love to help their business grow….gratis. Many of these people will come out of the woodwork in the days months or even years after such a conversation.

This technique is free, it requires no investment. It requires you changing the way you see other human beings. Making them valuable to you instead of you being parasitic. You’ve seen the parasites, you don’t want to be that. Be the wise fisher tending the net, eye on the horizon, working the sea, catching the fish as they naturally come in waves. Have character.

 

That is at the heart of being a great fisherman. Doing it when you want is the entrepreneur. Knowing where the great fishing spots are is certainly expert. Being masterful, empathetic and respecting the nature of the system is rare. Be rare, people will notice.

Over the years, I have seen this “higher form” technique build great relationships and eventually build a “boat” that the fish swim right up to. We spend lots of time feeding fish and we also sail.

I like sailing. Maybe we should talk about that too sometime… Enjoy the journey.

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