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Volume 8, Issue 1 - January, 2009
HAPPY NEW YEAR!
What are you going to do differently to make 2009 better than 2008?
Newspapers are going out of business on a daily basis. Television
advertisers are leaving in droves. Radio stations are being forced
to layoff employees because of declining revenues.
Way back in the early 90s, the economy was going through a downturn,
media had been tremendously affected by USA Today, Cable TV and
more targeted advertising. I decided to switch the marketing of
a company from Trade print to consumer broadcast and in the process
learned that Wrestling and NASCAR were well targeted audiences for
the companies product.
I knew there was no way that I could convince the Board to let me
spend the advertising budget on Wrestling so that left NASCAR. That
decision evolved into the sponsorship of a race team. This caused
a stir in the organization because I was spending money on a race
team when the organization was going through cutbacks and shortened
work weeks. Immediately upon hearing the first rumblings of problems,
I explained that the expenditure on the race team was made to increase
our brand image and exposure in an effort to increase sales and
get everyone back to work.
It worked. They bought into the idea and became big supporters of
the endeavor.
In 1993 I spent $500,000 on our NASCAR Busch Team and we won the
Championship. As a result of our efforts, the company received $1,000,000
worth of exposure on Television plus significant print coverage
and incredible team spirit in the organization. It did increase
our brand image and helped us gain ground with some major accounts.
I also believe that it was a key ingredient in the 60% unit growth
achieved while I was working with that company.
Today, like then, traditional media is undergoing some tremendous
changes. This is evident by the falling revenues of traditional
media. At the same time, there is one avenue that is continuing
to grow and that is Web 2.0. This is a new arena for marketers and
there are few precedents to follow, but in this uncertainty lies
a tremendous opportunity.
Check your understanding of this new media by taking the quiz, You
might be a Digital Dinosaur if:
1. You think FaceBook is the family photo album.
2. You think your office is MySpace.
3. You think tweet is what a bird does.
4. You think Linkedin has to do with keeping your dog in the yard.
5. You think Tweetdec is the front porch of a birdhouse.
6. You think WordPress is what Gutenberg used to print the Bible.
Here is how to score your results. If you got:
5+ = Marketing Guru
4 = Social Networker
3 = Tweeter - Tweet me @CannonAdvantage
2 = barely aware - Send Bob an email to discuss additional education.
1 = Digital Dinosaur call (866) 598-8450 immediately for help.
•
Whether you revisit your marketing to increase your revenue or tackle
the soft skills to gain productivity, call me toll free at (866)
598-8450 to discuss how Cannon Advantage can help your organization
turn a down year into a building year.
•
During the Holiday business lull, I was organizing some past records
and ran across several comments that could stand to be repeated.
Here a links to a couple:
•
(see bottom of newsletter in both instances)
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Start 2009 with one of
my programs developed to help enhance performance in organizations
just like yours. Call me toll free at to discuss how a program could be tailored from
a one hour presentation to full fledged workshop dealing with your
issues to enhance performance in your organization.
If you have a subject that you would like to see covered in future
issues of “Taking Aim,” please send me an email at aim@CannonAdvantage.com.
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Robert E. Cannon
Management Consultant
13985 Aquilla Road
Burton, OH 44021 USA
866.598.8450 phone/v-mail
440.834.1052 facsimile
aim@cannonadvantage.com
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“The leading cause of failure of startups is
death, and death happens when you run out of money. As long as you
have money, you’re still in the game, and outlasting the competition
is one of the hallmarks of bootstrapping.”
~ Craig Johnson,
Silicon Valley corporate finance lawyer
"Once you make a decision, the universe conspires to make
it happen."
~ Ralph Waldo Emerson
“Shun idleness. It is a rust that attaches itself
to the most brilliant of metals.”
~ Voltaire
"My philosophy of life is that if we make up
our mind what we are going to make of our lives, then work hard
toward that goal, we never lose - somehow we win out."
~Ronald Reagan
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Taking Aim © 2008 Bob Cannon, The Cannon Advantage
Newsletter. All Rights Reserved.
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