Linda's Marketing Leverage Blog

Top of Mind Thursday December 26, 2013: Enjoying the Space Between

In music, it is the silence between notes that shapes a piece. In yoga, the real relaxation occurs in the space between the last exhalation and the next inhalation.  

This week, as we put the frenzy of the holiday season behind us and before we start the activities that come with a new year, we have the space between to enjoy and appreciate.

Before you jump into another new year, take time to enjoy this space--to appreciate what is all around you and what we are usually too busy to pay attention to during the year.

I wish you a happy, healthy, prosperous 2014...complete with the ability to stop and enjoy the quiet of the space between.

Use code GOFAST14 to attend our Top of the Year Teleseminar, Jan 9, 10:30 am PST at no charge. Register.

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Just a Moment for Marketing: Just a Minor Mistake

Linda observes: You can often learn more from your minor mistakes than from your successes.

Top of Mind Thursday December 19, 2013: Santa Delivers for WestJet

Canada's WestJet Airline went the extra mile recently--teaming with BestBuy and a local shopping mall to deliver holiday presents to two planeloads of passengers. 

The story of WestJet's stunt has gone viral: Santa asked passengers checking in for two flights what they wanted for Christmas. While they flew to their destination, WestJet's "elves" ran to BestBuy and other local stores to procure and wrap the presents--from clothes and phones to big-screen TVs--which Santa then delivered at the baggage carousel to a group of stunned arriving passengers.

This total feel-good story not only made the day for 150 unsuspecting passengers, it created an incredibly positive brand experience for WestJet--worldwide, through the Net. Millions of people who had never even heard of WestJet (do they even fly in the US?) now have a strong, positive image of the airline.

Yes, Virginia, for WestJet, thanks to an innovative, creative marketing team, there really is a Santa Claus.

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Just a Moment for Marketing: It's the Experience, Period

Linda observes: Customers want to have a great experience.

Top of Mind Thursday December 12, 2013: Loss of a Statesman

Nelson Mandela, who died last week at the age of 95, is one of those rare few who transcended from political leader into true statesman.  

Mandela's story of overcoming oppression, imprisonment, bigotry, and ignorance is one of the few tales of visionary leadership from the 20th century political arena. Not only was Mandela instrumental in bringing about the elimination of apartheid in South Africa, he also continued to inspire and motivate men and women of all colors and backgrounds around the world throughout his long life.

Just as importantly, in spite of what he experienced (including more than 20 years in solitary confinement in a stark prison cell), Mandela never projected an ounce of hate or bitterness. Instead, he looked for the possibility in all of us.

We honor his memory by adopting this outlook of possibility for ourselves, our businesses, and our society.

"It always seems impossible until it's done."
                                                      --Nelson Mandela

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Just a Moment for Marketing: It's Not About the Notes

Lnda says: It's about the overall feel and mood.

Top of Mind Thursday December 4, 2013: Come on Baby, Light My Fire

Sometimes the devil really is in the details.
 

Last week the local Orchard Supply Hardware (OSH) store featured a great buy on a tabletop propane heater. Not only was this item on the front of their weekly flyer, but it was also being actively promoted on the PA system within the store.

There was only one problem. A propane heater naturally requires propane to work. And even though OSH carries small portable propane tanks, they didn't have the ones in the proper configuration to fit the heater. Whoops.

So making this work required an additional trip to guess where to get the correct propane tank: Home Depot.

Hmm. Driving your customers to visit your competition to complete their product experience with you? Not the best way to keep the flames of loyalty  burning bright.

Don't make me work harder to do business with you. And be sure not to blaze a path for your customers to the competition.

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Connecting with Thought Leaders...

Linda Popky with best-selling author Dan Pink at Alan Weiss's Thought Leadership conference in West Palm Beach, Florida in October

Just a Moment for Marketing: Leave the Excess Baggage Behind

Linda advises: Take stock of what you are carrying with you. Drop the excess baggage.