Choreograph Your Act
by Toby Bloomberg
Oh no! Not another marketing buzzword you’re thinking.
Fear not girlfriend, Diva Marketing is good ol’ fashion marketing but with an attitude. The diva approach towards marketing is bold and savvy but strategically aligned with your brand’s objectives. Billie Holiday won’t cut it if acid rock is your image.
When it comes to developing strategies, we’re taking our cues from divas like Garbo, Garland, Whoopi and The Divine Miss M. Women who created a style and persona that set them apart from the maddening crowd.
When your customers are hit with over 3000 ad messages every day it takes more than even a standing ovation to get them to pay attention. Whether you’re in charge of a corporate marketing program or focused on promoting your own small business, it's an on-going challenge to ensure your brand is seen and heard.
But, dahling, you’re not ready for that close up just yet. Let’s go behind the scene for an insiders’ look at how the Divas do it. First, don’t be fooled by what appears to be an impromptu performance.
Before the Diva steps on stage every aspect of her act is choreographed and rehearsed. She knows whom she’s performing for, what makes the audience cheer and always gives back more than the price of admission.
But the Diva doesn’t stop when the curtain falls. After the applause fades, she goes one step further and reviews the directors’ notes. Changes and updates are made before her next performance. Keep in mind there is a difference between a Diva and a Prima Donna!
And all Diva’s worth their boas know how to catch the fall – that even with the best planning and rehearsing, there comes a time when you just have to improvise.
In the Diva Bag you’ll find director’s notes to help choreograph your marketing programs.
In the Diva Bag
1. Know your audience
~Add a question or two in your next eMail newsletter.
~Talk in real time. Listen. A phone call is nice but a meal is better ... take a client to lunch.
~Send a customer satisfaction survey after each project or purchase.
Recently I ordered a Dell laptop computer. Dell didn’t have the size screen I wanted. They upgraded the monitor in order to meet their shipping commitment. Dell listened and understood the importance of my timeframe needs.
2. Plan before and after you perform
~Develop a marketing plan.
~Review the results of each strategy.
~Adjust for the next show.
By developing a strategic marketing plan that included detailed tactics, a corporate marketing diva had the time to negotiate better rates. Before the project even began, she was over 20% under budget.
3. Perform beyond expectations
~Step out of your comfort zone and try a new strategy. How about a viral eMail toy?
~Keep your pulse on your customer’s industry trends. Send her clippings about what’s hot in her field.
~Give your customer a free service or product. No strings attached. Just give it away.
After a day of delays and disasters, a diva marketer found herself at the local copy center until the wee hours of the am.
But the output for a client’s project was ready for a 9 a.m. presentation. She out performed beyond expectations. Take a bow Ms. Diva!
Diva Marketing gives you a different way to look at marketing. With a little bit of moxie, your can cut through the clutter and develop strategies that make you and your brand unforgettable.
At a Buckhead, Italian bistro, server Ilona knows Diva Marketing. How do you win the hearts of women celebrating birthdays? Dessert! Dessert! Dessert! A piece of cake with a candle stuck in the frosting? Not! Girlfriend, she presented us with a complementary platter of every dessert in the house. We’re talkin’ magic moment here. Ilona turned herself and the brand she represents into Stars.
Are you ready for your close up now Ms. Diva?
Diva Inspiration Quote of the Month: "The older I get the more important lipstick between courses becomes.” Diva Marketer Lori B., Midtown, Atlanta
Dahling, it takes a diva to know a diva! What makes Toby a marketing diva? A passion for marketing and the know-how to get the job done. Building on over a decade of experience, Toby opened the doors of Bloomberg Marketing with the goal of blending strategy with style. Contact Toby at toby@bloombergmarketing.com
or visit our website Bloomberg Marketing
Diva Marketing is a feature column of the BroadSheet, an online women's lifestyle publication.
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