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Mary Schmidt Marketing Troubleshooter

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Idea Pool

“Proximity Mktg” or Why do dentists flock together?

Mary Schmidt

Oct 19, 2005

Stay with me here - I’m doing the “wander all over the place to make a point at the end” thing.  In going in for my monthly root canal renovation check-up (don’t ask)  I wonder why the heck dentists always flock together - after all, they’re competing and it seems like we have enough in Albuquerque for all 675,000 of us to get personal attention to each individual tooth.  Also, why do wonderful television shows fail while ho-hum run-of-the-mill stuff like “Yes, Dear” (1)  seems to be on

In Marketing Troubleshooting

Adventures in Entrepreneurship discussion

Mary Schmidt

Oct 18, 2005

From the OPEN site - starting tonight in Miami: 

OPEN Adventures in Entrepreneurship is an offline/online investigation into the challenges and solutions confronting entrepreneurs as they strive to develop and grow their businesses. The event begins in Miami, with a discussion led by Sir Richard Branson and sponsored by OPEN, intended to emphasize the importance of innovation and inspiration as key ingredients in successful Entrepreneurship.

The event will then continue online for three

In Start-Up Sanity Checks, Marketing Troubleshooting

Customers - service versus processing

Mary Schmidt

Oct 13, 2005

It’s bill paying time again (why does this seem to happen every week?) which gets me to thinking about the differences between customer service and customer processing.  On my city water bill, they explicitly state “do not include any correspondence.”  Nah, wouldn’t want to make it easy for a customer to communicate regarding a dispute or suggestion, now would we?  And, don’t we all love those emails thanking us for our online order or payment and telling us to not reply, our email won’t be

In Marketing Troubleshooting, Pet Peeves

Want, Need, Will Pay for - Marketing & Emotion

Mary Schmidt

Oct 12, 2005

Go read Bruce Deboer’s excellent post on his blog - Marketing and Emotion...and then the logic kicks in…“Here hold this puppy, then I’ll tell you the logical reasons to own a dog.”

Hey, you had me at “hold the puppy.”  All goes to if we want something, we’ll find a way to rationalize it. 

Even highly logical seemingly cold people get emotional if you hit the right points of passion - just trash Star Trek to a “cold” engineer sometime and see…which reminds me of how Dr. Spock could always

In Marketing Troubleshooting

Flim-Flam - Snake Oil - Buzz Marketing

Mary Schmidt

Oct 07, 2005

“Buzz” is one of the hot marketer topics these days.  How do you get people talking about you (and saying the right things?)  Is “paid buzzing” a good idea or even ethical?  I can’t say it any better than super-sharp marketer Holly Buchanan - so check out her blog post Is Buzz Marketing Illegal?  (Yes, she’s talking about the ethics of buzzing in the context of marketing to women…but her points apply to men as well.  These days, how much credence does anybody give to a paid spokesperson?)

In Marketing Troubleshooting

“Help, I’ve fallen and can’t get up!”

Mary Schmidt

Oct 07, 2005

This past week I’ve been largely immobile, recovering from some badly pulled back muscles, and thus had a lot of time to “just think.”  In creeping around the house taking care of necessary chores I got to thinking:  what about the “extremely single” market sector?  Sure, some folks are beginning to catch on that us aging baby boomers are a key market and that women make most of the purchase decisions (and we don’t all like pink.)  However, there is a growing segment of our society for whom

In Marketing Troubleshooting

Blogging - Deathless Prose or Waste of Time?

Mary Schmidt

Oct 05, 2005

“We’ve heard that a million monkeys at a million keyboards could produce the complete works of Shakespeare; now, thanks to the Internet, we know that is not true.”  - Robert Wilensky

Of course, some are still debating who really did Shakespeare’s writing.  Did Willie, the ill-educated slob, write all that deathless prose?  Or was it Francis Bacon?  Might have even be Queen Elizabeth (although I think she was probably too busy with things like the Spanish Armada to do much writing for fun.) 

In Marketing Troubleshooting

Start-Up Sanity Check for B2B Tech Ventures

Got a great idea? Are people telling you it’s crazy? Good! You’ve got to be a little insane to take that start-up leap – rather it’s out of your garage, the lab or a day job. I'll help you decide where and when to leap (and what to do when you land).

Investment: $500.00 (Why do I call it an investment? Two reasons: 1. If you’re willing to pay, that tells me you’re serious. 2. When you pay for advice, you’re more likely to value and use it.)

Drop me a line and we’ll see if we’re a good fit. If I can't help you, I’ll tell you (and if possible, tell you who can.)

Got funding? I work with one to three start-ups a year, on retainer (minimum of three months, maximum one year).

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Social Media Isn't Free, Easy or Magic.

If one of the self-anointed experts contacts you, pitching magical thinking, ask:

1. What results can I expect if I work with you? (Note: Twitter followers aren't necessarily customers.)

2. What kind of time will I have to invest? (Social media, properly done, is all about personal relationships. You with your customers...and a good relationship takes time.)

3. How do I integrate social media tools with my current operations? (Your salespeople need to know what you're saying on Facebook. Your customer service process and policies should be consistent across the board, from phone to Twitter.)

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