By training, I'm a "classical" marketer. That's a nice way of saying I'm "old school." As such, I started to interview some consultants. After all, I'm not too old (53) to learn some new tricks. And, having worked with some of the top marketers in NY and LA, I know things have changed - not the least of which is the internet.
After signing non-disclosure statements, the first consultant (38 years old) asked me all the typical questions about my business. Fair enough. But his proposal read like something I had written 20 years ago. Mission statement, goals, strategies, tactics....blah...blah...BLAH. I've already done all that! Next?
Four consultants later, I was still getting the same old, stale ideas that came right out of the early 90s business books. I was ready give up when I remembered an old friend, Thom Miller, who in "the day" was a very progressive marketer. He saw the future in computers/technology and understood the implications for marketing. He made a small fortune and retired 4 years ago. I called him and asked for a referral. Instead of a referral, he spent 2 hours on the phone with me. Here are three Thom Miller "nuggets." Do with them what you will.....:
Create Identity: New businesses must quickly create and reinforce an identity.. both visually (logo/brand) and audibly (audio signatures like Windows, Intel, etc.) of which almost all companies can do via web, telephone hold, etc. If you can add a positive "touch" and "smell" to your brand idendity, then, all the better.
Tell the Truth: Never has it been more important to be honest. With instant worldwide communications / technology, dishonest people and businesses will get "taken down" quickly. Look what happened to Dan Rather.
.... here's the one that really got to me.
ACCELERATE: At no time in history, has business accelerated at such a fast pace. Productivity, JIT (Just in Time) manufacturing, communications, etc. are moving faster and faster each day.
- Legacy businesses (Fortune 500 mfg., travel agencies, real estate) will have difficulty keeping up (think big box clubs) as they're typically stuck in a static/legacy business model. They must invest heavily to change their culture and model.
- Smaller businesses (trainers/ studios / boutique clubs) are better positioned to keep up but many will find it difficult as there is no real road map for them. They are becoming a new entity.
- Entrepreneurs (think Next Generation Trainers) will not only keep up, but are, in fact, the ones with their feet on the gas pedal.
Thom went on to say, "Leadership and Success will go to those who understand the significance of "acceleration" in all aspects of their business."
Thank you, Thom. Maybe I should find a consultant in his/her mid 60's!
To your continued Success!
Art Rothafel
800-340-7011
privatelabelfitness.com
art@privatelabelfitness.com
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