So I read an article yesterday about how the Internet is a terrific medium for research, to reach an infinite number of customers and prospects so you can really get to know them – intimately. Certainly, the Internet has made research more efficient, more affordable (at least a little more so) and more immediate, I still believe in the value of “walking down the corridor” and talking to someone in person. A real two-way conversation, not just one in a written format, is the best way to explore unfamiliar territory, assess true feelings and gauge emotions. After all, emotions expressed through gestures and facial expressions speak a thousand words. In the research world, that small nugget might mean the difference between a blockbuster and a total bust.

The Internet is a new and exciting medium for information access, marketing and research, among other things. But good ‘ole conversation will never lose its value and importance.

But the one thing I remember distinctly was working closely with the sales team. We’d go out on joint calls to see what it was like to wear their shoes. We’d hear straight from the horse’s mouth what the accounts expected from the company in regards to products and marketing support. Then the marketing musketeers would go back to the drawing table and facilitate their requests in collaboration with the sales team.

All of us marketing folks thought the sales job was a breeze. We were the ones that had it rough, trying to make everyone happy, including customers, salespeople and investors. All the sales people had to do was travel around, take orders and deliver the goods.

Now that I’m running a small business, I am eating those words. Not only is the Sales job not easy, but it doesn’t remotely resemble that of the marketing role. It takes a lot more courage to put yourself and what you’re selling on the line than it does to deliver a marketing plan to peers and supervisors. Swallowing a “no” is a bigger hit to the ego than getting your budget cut (for the fifteenth time in a fiscal year). Being on top of your game in front of a prospect is tougher than gossiping with your cube-mates about who had a date with whom the night before (and let me tell you, I miss those days!).

So for all those times I said Sales was a snap, I apologize. I now deeply respect the individuals that sell, day in and day out. And as a marketer and a salesperson, I now have a much deeper appreciation of what it takes to make the customer happy.

Perhaps I’m too paranoid of getting injured, or because I run longer distances than the average runner. But I am pretty religious about buying a running shoe that an “expert” tells me is well suited for my body type and running style. There are some terrific stores that help a person do this. In particular, in Boston, there’s a shop called Marathon Sports where the staff knows more about running than I ever could. They watch you run on a treadmill then offer a number of recommendations for you in the way of footwear.

Another shop renown for this is Super Jock N Jill in Seattle. Reps from running companies actually come to here for advice on what types of shoes to make for runners. There are even a few shops that do this in Boise, so I guess we have our new, effective marketing tactic right in front of us  - hands on expertise in the retail environment.

So I am perplexed by an article that ran in the WSJ the other day, announcing that New Balance is about to double their marketing budget to run TV advertisements for the first time in their history. Did you realize that little known New Balance, a Boston company, sells the second most running shoes in America behind Nike? Compare those marketing budgets!  The article said that New Balance makes a lot of unusual sizes, and this itself garners sales and customer loyalty. Their products are good ones, but even I am surprised they are such a large manufacturer. So why would they bother to double their marketing budget to run ads? Will ads sell more shoes for them? Will they catch Nike? Or are they simply looking backwards to make sure Adidas, Asics and others don’t catch them?

Hum, only time will tell. But no matter how good those ads are, they won’t get me to leave my Asics. Unless I get injured of course.

As soon as he left Idaho, he travelled to Minneapolis to speak in front of another huge, enthusiastic group. My husband happened to see a clip on CNN of the rally at Target Center. His comment was: “The speech sounded the same as the one in Boise, with the exception of a few sound bites that were region specific. I was hoping his talk would be a little different in Minneapolis.” And to that comment I answered: “Well, I would hope he supports the same causes regardless of what market to which he delivers his vision.” Otherwise, we might have a flopper on our hands.

In truth, Barack is doing what I preach at High Dive. You take the same key messages – whether you are speaking to an IT manager or a business manager, a consumer or a business – and then add “sound bites” to make them relevant to the target audience. Your product or service is the same regardless of the person to whom you’re speaking or the audience to which you are selling.  Take Barack. He’s the same candidate with the same views whether he’s speaking in Idaho or New Jersey or Boston. But he is going to throw in Boise State, Giants, and Patriots inferences depending on where he is standing on the podium.

Even his web site, the emails I now receive, and the commercials I have (finally) seen on TV. They consistently come back to the same messages that he wants to deliver to citizens across the country. Though the mediums vary and the verbiage adjusts accordingly, the themes – the look, the feel, the spirit- runs consistent throughout.

So even if Obama isn’t your man, he does a great job of living the truths of politics – and marketing.

Over the years, country music has been notorious for black hats, cowboy boots and rhinestones. Recently, the melody has evolved to become more mainstream and “poppy,” but the lyrics have held true to their country core. The words – or messages – continue to be entertaining, amusing and above all, quite memorable. The words are the rack on which country music hangs its proverbial hat.

I’ll bet if you think back over the years, you remember jingles like “When you say Bud, you’ve said it all”
 or “I’d like to teach the world to sing in perfect harmony.” There are memorable taglines as well. Just Do It or Don’t Squeeze the Charmin will likely stand the test of time. It’s true that multimillion dollar ad budgets have implanted these lines firmly in our brains; but if the words weren’t good in the first place, those expenditures would have been all for naught. Even company names go a long way towards building an image that’s lasting, memorable and different. Take In-n-Out, for example. Is the popularity of this burger joint driven more by the catchy name or delicious double-double?

Words, names, taglines and lyrics are certainly strengthened by the product that stands behind it. Additionally, company names are built to last if sitting alongside a logo that stands out from the crowd. But the word – the message – is where the identity comes to life. The consistency of the message through various mediums strengthens it further. The lyrics set the stage for the genre of music you about to hear.

Companies can miss out on the significance of messaging. Technology companies, in particular, often speak in a language that the average Joe rarely understands. Folks who are highly technologically savvy fail to realize that the majority of us simply don’t understand what most technological terms mean. Moderating focus groups or conducting interviews often yields similar consumer feedback – simpler is better. If your language is complex and wordy, how can a consumer possibly recognize the benefits of a product or service? If you identify key benefits, explain them so they are meaningful to your target audience, and then repeat them over and over – in a brochure, on a package, in sales training materials – your target audience is much more likely to listen. 

A picture may speak a thousand words, but I say the words speak for themselves. Before you launch a brand, product or service, let us help you think before speaking. We can create a lasting message or memorable name, test it among those whom you wish to listen, and refine it to perfection. So take a tip from Willie (and High Dive). Keep your message “always on their minds,” and your customers are more likely to try and buy and stay loyal for life.