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Poodle Mafia Marketing Branding PR for Startups Movements and Personalities - Lauren Bacall Quote

Lazy marketers are everywhere.
Some lazy marketers are smart, some are not.
Some understand strategy, some do not.
But they all have one thing in common: for lazy marketers, it’s all about the short cut.

Hey, I’m all for time savers, working smart not harder, but let’s face it, when it comes to your brand, you shouldn’t be thinking short cut, you should be thinking long-range.

Yet, this single marketing strategy I’m about to share with you is so simple, so basic, you’ll wonder why you’re not doing it already.

Before we go any further, let me ask you, which would you rather be:
A product or a movement?
A cause or a movement?
An idea or a movement?

If you don’t care, I’ll save you  you can stop reading right now.
If you want to be a movement, it’s time to re-frame your thinking.
If you’re going to have a movement that matters, you’re going to need people to get on your side.
PEOPLE.
Not Twitter accounts, not Instagram followers, not Facebook likes.
These are vanity metrics that provide little, if any, insight into the passion and interest people have in your brand, product or personality.

Are You Really Ready?

If you’re ready, you’ll re-frame your thinking.
If you re-frame your thinking, it will change everything.

So get ready…
The digital world is crowded now with marketers, messengers and “me, me, me.”
Some days it’s absolutely soul-sucking.
It’s why everyone who uses social networking says marketers ruin everything.
And yet…people WANT to receive messages, they just want messages tailored to them.
One of the reasons digital marketing is so powerful is that it creates a give and take in the relationship.
It provides an opportunity for the customer, the reader to think about their favorite subject for a moment: them.
But here’s the rub:
It takes strategy, focus and creativity to create content that your consumer wants to see.

So, please.
Stop for one moment and think about the reader.
Make it about them.
That single phrase is the one that thing lazy marketers ignore.
Why? Because it takes serious work to “Make it about them.”
It means getting serious about audience identification.
It means getting serious about your brand, it’s voice and how it relates to the audience.
It means diving in on messaging and strategic choices in advertising.
It means actually creating a digital relationship and even (GASP) an in person relationship with your customer or client.
It means, digital marketing and branding for the long haul,  not some flash-in-the-pan-make-it-go-viral-I-need-some-vanity-numbers-now kind of campaign.

And while we’re thinking about it, let’s consider language and what it says about our strategy.
If you’re saying you’ll “use influencers,”  do you think you’re thinking about it from the “All About Them” standpoint?
If you’re talking about how you’ll “promote”  your message, event or idea, does that sound like you’re getting ready to make it interesting to others?
If you’re talking to a strategist or social media consultant who is using words like “promote” and “use” you’ll really need to ask yourself if you’ll have an opportunity for a customer relationship.

I still see and hear this language every day on Twitter, Facebook, Instagram, everywhere.
It’s gotten to the point where my eyes glaze over.
Guess what?  So does everyone else’s.

Let’s step it up, together.
We can do this.
We can make what you have to say interesting and relevant to the right people at the right time.

Now What?

Here’s my challenge to you.
Go check your last 10 social posts.
See how many times you used the words “we, us, or I.”

How much of your content was about the consumer?
How much of your content was strategically shared to reinforce or create relationships?
Is there anything there that would make someone curious?
Is there anything at ALL that makes people feel ANYTHING?

How do YOU make people feel?
If you make them feel ANYTHING you’re miles ahead.
If you make them feel stronger, smarter, special, you’re really hitting on something.
If you made them terrified, scared, outraged, you’re really hitting on something.

People rarely forget how you made them feel.
But YOU’RE utterly forgettable when you make them feel nothing.
Digital branding and marketing is a long game, with peaks at appropriate times.
But always it surrounds emotion.

Regardless of the movement your trying to start, start with the idea that “you” are not necessarily interesting.
What’s interesting to people is what they do with “you.”
How you make them laugh or think.
How you make their lives easier, better or richer.

Here’s another reason to re-frame your thinking: it takes discipline and thought to create content that makes people pause.
That’s why so few marketers do it.
So while everyone else is “zigging” go ahead and “zag.” and watch how it changes the way people respond to your brand or product.

That is all.

[rev_slider ChefMovements]

I’ll be at the Western Food Show in Los Angeles  on Monday of this week, in honor of that amazing industry, I’m doing a series this week on food-related movements, personalities and startups. Tweet me if you’re there

Like every other career choice, choosing to be a Chef doesn’t guarantee fame and fortune.
But unlike every other career choice, the world has a natural intrigue with Chef’s.
Long before TopChef and Food Blogs and Yelp, I lived with a Chef. The minute people found out about it, their eyes flew open and there jaws began to wag with questions.
“Do you eat a gourmet dinner every night?”
Um. No. He’s working at dinner time and when he comes home, around 2am, he isn’t generally interested in doing what’s he’s been doing the last 12 hours.
“Does he teach you how to cook?”
Well, I certainly learned a lot about food being around a Chef, but the process of becoming a Chef doesn’t really happen by osmosis.

The point is, people are fascinated by Chefs.

If you’re a Chef, you can use this to your advantage. Whether you’d prefer to stay employed at other restaurants or want to strike out on your own, having a digital brand makes you more attractive to employers and investors. Let’s face it, the restaurant biz is super risky, if you can eliminate some of that risk, aren’t you at a distinct advantage?

You’re probably thinking “Being a Chef is a full-time job, I don’t have time to become a brand.”
I understand that concern, but, if you’ll hear me out, here are three things you can do easily to extend your brand.

First, know this:

It doesn’t have to be a major time suck.
You can use Instagram, SnapChat, whatever tool you use, to share tiny tidbits of inspiration with us. You can go total stream of consciousness.
Don’t worry about imperfections-you’re a Chef, not a digital graphic designer.
You’re a human, not a multi-national brand (yet).
Take advantage of your humanity and capitalize on it while you can.

Use Your Natural Talents

As a Chef, you probably already have a flair for the artistic. You probably see ideas everywhere you go, you’re probably creating inspired dishes in your head all.the.time.
You’re experience doesn’t have to be “just” about food. What’s the weather like when you leave work? Is the moon particularly spectacular right now? Take your “down” moments and turn them into “sharing” moments.
That’s awesome, take us on that journey. If you see a flower and the color inspires you to use a particular food in your dishes, tell us about it.
We just want to see the life of a Chef. We just want a small amount of inspiration of our own.

Tell The Story

I never met a Chef that didn’t have a story. Weave your story into your inspirations and tell us about them.
You can take selfies if you want, use pictures from your past…show us side by sides of what the inspiration was, and what it became in your interpretation.
Everything you can do to personalize your food allows people to relate to you better…and when people relate to you better, your food becomes even more amazing.
Take pictures of other people who eat your food, let us see ourselves in their spots.
And while you’re telling your story, invite others to share theirs. Let them know you’re curious about them too.

The Daily Grind

What you see as everyday “stuff” other people might be fascinated by.
Chopping onions? Stand that phone up and let us see your technique, you can talk us through it or not. It’s :30 seconds of amazing for those of us with pathetic knife skills.
Picking out produce? Share your secrets with us. What makes a good watermelon? How do you know when a mango is perfectly ripe?
We’re endlessly interested in how your everyday knowledge can work in our world.

Start a Movement

Some Chefs transcend the kitchen by starting movements. Jamie Oliver is an awesome example of this. You don’t have to have your own restaurant or TV show to start a movement.
Digital media is the great equalizer.
Tell us what you stand for and own it. Be a passionate advocate for something you’re passionate about.
Talk about it, weave it into your tiny tidbits.
Standing for something makes you stand out, but it also gives people a view of who you are and gives them a reason to be passionate about you.

If you’re a chef on social media, I’d love to follow YOUR journey. Hit me up on Twitter or Instagram so I can follow along.