Within a 10-day period, yours truly presented three marketing talks to a cumulative total of nearly 300 business owners and sales/marketing executives in Trinidad and Tobago. The many one-on-one discussions I had immediately after each session with some of those in attendance struck me with its similarity to the responses I have received after conducting marketing workshops here in the United States.



Though the beautiful island nation of "TT" is a few thousand miles --- and a sizeable culture gap --- removed from the Southwestern U.S. desert setting of some of these more recent talks, those Caribbean attendees had stunningly similar stories, questions and concerns to those of the Arizonans I often encounter. In fact, they and their problems are not only similar to us in America; they are, effectively, identical.

Though the various locales represented by those present in that ocean-side setting eight miles northeast of Venezuela are appreciably smaller in population and area than our base, Phoenix, the fifth-largest U.S. market, the fundamental concern was the same --- how to gain and sustain awareness within one's market area and business category.

Doing the difficult

Though the present, acute economy-driven circumstances may be the exception, the thing about which I am most impressed when I speak to business people anywhere is just how much time, effort and money they appear to have committed to ensuring that their companies measure up to --- or exceed --- the competition. In some cases, they have seemed to have left no stone unturned in the development of product, services, a delivery system and follow-up attention after the sale. Present day challenges excepted, this has always been the norm.

Oft-times, upon being granted a behind the scenes glimpse of companies with which I am, as a workshop leader, only superficially acquainted, I am shocked to learn about the advanced degree to which they have "their act" together. This usually encompasses things like enlightened purchasing practices, excellent quality control and meticulous record keeping.

Why am I so surprised when I see such positive things beneath the surface? Why did I not realize how well such firms have it "together," how very special they really are? Is it because I --- the consumer --- haven't been paying good attention? Frankly, the answer is a resounding "no," because paying attention is not the consumer's job. But calling such "inner good" to the consumers' attention most certainly IS the marketer's job.

Dodging the easy

Here, then, to this observer, is the marketing mystery of the ages: Why do so many companies work so darned hard to be good, yet do not , in any meaningful way, lift a finger to tell people just how good they are? Please don't reply, it's best left to "word of mouth." Yes, WOM is the greatest form of advertising there is, but it is turtle-slow .. . and in these difficult times, unaffordable.

And the only reason the turtle won that one legendary race is because the rabbit thought he (the bunny) had it made. This begs the question: Can the same be said for those who don't "toot their own horn" with regularity and sufficiency? Do they think their prospects will get the message by osmosis? Are they so certain their biggest fans will be sure to pass the word promptly, if at all?

Experience has taught us, if you do the job right, only a few will tell of it. Do it wrong, and a torrent of bad-mouthing will surely be unleashed upon you. The point is, you've got to pass the good word yourself if you want it to get out there!

The communication challenge

Meeting the challenge this suggests is less a matter of great effort than it is a matter of consistent effort. In other words, you've got to "brag on yourself" with regularity, which in my book means monthly. Why so often? Have you nothing new to report since last month? Do you really think people will remember what you told them previously?

With state-of-the-art, one-way direct communication, you can spread the word in numbers, at a speed, and for a low cost-per-impression heretofore unimaginable. Database marketing is the only practical way to gain new customers/clients while helping to retain the current ones by keeping them "in the loop."

How much does this cost? On average, a couple hundred dollars a month for hundreds to thousands of fresh impressions, delivered in nanoseconds by e-mail. How is it that can such a vital marketing component has for so long be ignored by so many? To ignore the power of regular e-mail communication of benefits is to the risk of loosing the advantages of the quality and competency that took such effort to attain.