Be Heard! Here’s How!

What does it mean to be heard? Too often– especially this time of year with the presidential debates–the idea of “being heard” means being the loudest one out there or the most insistent.

Let’s be clear: being insistent is different than being persistent. Persistence is not giving up in the face of adversity and finding new ways to achieve your goal. Being insistent is stubbornly sticking to your own opinions, ideas, or plans without trying to adapt. An insistent person will shout and argue and talk over everyone else. A persistent person tries again and again to come out on top, but even if they don’t, they’ll consent to change.

Marketing is all about being heard. It’s communication in essence. Zingy slogans, eye-catching ads, enticing campaigns are all ways that companies use to be heard by consumers. And there are several ways that you can communicate with your target market. Since communication is a two-way street, you have to be willing to not only put your ideas out there, but to listen to the feedback. The most successful businesses out there are the ones who have a strong working relationship with their customers. They send emails, they have “Members” discounts, they put out surveys and offer perks and sales to those who provide that all-too important information.

Think of it as two people trying to communicate from opposite sides of a football field. The only way they have to communicate with each other is by writing notes on the same football and then throwing it to the other person. They have to keep passing the ball with new questions, answers, comments, and responses in order to come to any agreement. Neither can make the next move until the other has handed over communication. If one person holds onto the ball and refuses to pass it, the communication has broken down and nobody is being heard anymore.

The best way to get communication going between a company and the market is to make it fun for the people! Here are a few great interactive campaigns we’ve seen over the years.

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The Good, the Bad, and the Guerrilla

Guerrillas are taking over. No, not the big, hairy mammals: guerrilla advertisers. Guerrilla marketing and advertising has taken off in the past few years, but what is it? No doubt you’d know it when you see it. Guerrilla advertising is a strategy that is low-cost, creative, and above all, unconventional!

The name comes from a war term meaning an irregular tactic used by individuals or small groups that often involved surprise attacks. The marketing industry has since taken the term to new heights by not attacking target audiences physically, but psychologically. Buying air time or ad space for your company is expensive, so guerrilla tactics are developed by small business looking to spare their bottom line. Key elements of guerrilla marketing are high-energy and imagination! It has to make an impact and leave an impression on the masses. And these days, people are as distractable as Labrador Retrievers with a tennis ball. The best way to win their attention?

Be the tennis ball.

Guerrilla marketing needs to shock or appeal to a person’s sensibilities, making it memorable and personal. They should feel like the target of the campaign. They should know that you are talking to them.

Drew Neisser, CEO of Renegade Marketing, says that guerrilla marketing needs to be “newsworthy” and that it’s a “state of mind” more than a statement in itself. Brett Zaccardi of “Street Attack” claims the best tactics are “unauthorized.”

But there are certain DO’s and DON’T's of guerrilla marketing to keep in mind. It’s alright to challenge your target audience, like what security company 3M did with a five foot high wall of impenetrable security glass. $500 in real money was installed between two panes of glass and installed on a city sidewalk. 3M challenged pedestrians to break the glass to win the money inside! They also took care to install a security guard by the display to not only incite challengers but to discourage people from using more than their hands and feet. With the combination of a cash prize and the legal permission to break something, people were drawn to the challenge and impressed by 3M’s proven product.

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A good example of a bad campaign idea was Vodafone’s infamous “Streaker” episode. Vodafone hired two men to streak through an Australian rugby match wearing naught but the Vodafone logo painted on their backs.

While daring, a good guerrilla campaign shouldn’t get the target audience in trouble with the law and definitely shouldn’t seek to make anyone uncomfortable or angry. The streakers were slapped (not literally!) with a fine and rugby fans were very upset over the incident. The teams were also, reputedly, distracted enough to miss important plays. While Vodafone certainly won the free advertising, they loss respect.

Another major DON’T of guerrilla marketing is Don’t be Something You’re Not! Keep your target audience, your team and your mission in mind. If you’re a Fortune 500 company, don’t advertise yourself as a down-home-mom-and-pop shop. If you’re a grassroots organization, don’t alienate your target by making lofty and bourgeois demands of them.

Successful guerrilla campaigns use what they have at their disposal including stairs, escalators, the ground, and trees! Calgary Farmer’s Market hung ripe red apples from trees with stickers on the apples advertising the market’s dates, times, and locations. Cheap advertising for the market, and free apples for the target consumers!

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In the bottom left corner of the picture below, Folgers used giant stickers and manhole covers to advertise their coffee, knowing full well that most people tend to look down while walking on the sidewalk.

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HBO knows that shock value is attention-grabbing (have you seen the shows they air?) and they used this knowledge to their advantage with this campaign for hit series, “The Sopranos.”

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Guerrilla ads make you look twice and whip out your camera phone. They stand out from the rest of the ad space that surrounds them. When consumers see something truly guerrilla, they share it! Who wouldn’t want that kind of loyalty?

Top Notch Performance

The type of marketing and advertising that Fast Trak Inc provides is based on positive customer interaction. No internet shopping carts, pop up ads or other form of similar advertising is part of Fast Trak Inc’s portfolio. The campaigns use demonstrations and sample distribution to nail down the two main objectives their clients have:

To create more customer awareness of their merchandise

To effectively discuss product features and resulting benefits to the consumer

In effect, our well-trained representatives become brand ambassadors”enthusiastically promoting items at on-site events in heavily trafficked locations.

In order to achieve we put a high focus on team member training “ in every aspect of our business! says Fast Trak Inc.

 

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Fast Trak Inc. is Raking It In

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Fast Trak Inc. just had their second best week EVER bringing in over $18,000 in revenue. The harder we work, the more we bring in. The more we bring in, the more money we make! We couldn’t have done it without Alec, Carol, Kaylan, and Greg. Their OUTSTANDING performance and strong leadership skills lead our team to victory!

Fast Trak Inc. is also anticipating a competitive and entertaining game of Paintball at the end of this month. We love competition so we also decided to have a spur of the moment team football match in the Fast Trak Inc. parking lot. We ended up with a tie but will have another game shortly to determine the true champions!

Fast Trak Inc. Welcomes Back Top Performers!

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WELCOME BACK to Alec, TV, and Tom! They had such a productive business trip to New Jersey helping guide the North Jersey Market towards breaking the performance record for their ENTIRE region.

Mike, Ben, and Kaylan are back from the 2014 Top Gun Conference in Dallas, Texas. They networked with the best of the best and made a great impression across the board representing Fast Trak Inc.

While some Fast Trak Inc. Superstars return from successful events, we are sending off Carol, Aramis and Kaylan to Atlanta for a two week trip improving client relationships and strengthening our team.

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Fast Trak is also traveling to Chicago for a CEO conference and California for some well-deserved R & R. We can’t forget what we are MOST excited about and that is our trip to Montego Bay, Jamaica in the Fall for a company wide R & R Retreat. Team bonding and light training for two days on sandy beaches will be SUCH a blast!

 

Achievements Galore at Fast Trak, Inc.

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Fast Trak, Inc. has been celebrating the last couple of weeks, thanks to some fantastic achievements. The departments within our sales, marketing and lead generation company have an air of friendly competition between them, and different teams that cater for different industries are always ensuring that they keep up.

This summer, the number one division within the company is the home improvement division. Our home improvement division is currently working with some of the biggest American home improvement brands, as well as a number of emerging brands. Recently, the home improvement team announced that they had achieved an incredible 188 leads in just one week. These leads alone brought in more than $20,000 in revenue for those five days. This is an incredible accomplishment, and we in the management are very proud to read of the success of this team.

Not only that, we’ve also had a promotion recently. Hard-working team member Alex Gheesling has been recognized for his creativity and integrity in his work, and is now being promoted to team leader. Under his new role, Alex will be able to express his abilities and use his people skills to become a fantastic motivator and team leader.

In his new role, Alex will now be in charge of campaign trainers and sales and marketing representatives, and will also be managing between three to five home improvement store promotion campaigns. He’ll also be involved with and conducting second round interviews, running meetings every day and attending national leadership conferences to ensure that we keep up to date on the best leadership skills. Congratulations, Alex and our entire team for this summer’s accomplishments!

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