What category is your business in? Does anyone even know what that is?

I had a meeting with a client this morning that was really interesting. He's a dentist that focuses on Cosmetic Dentistry. Now, you may not have known this, but ANYONE can call themselves a Cosmetic Dentist. There's no school, no degree, no accreditation of any kind to become a Cosmetic Dentist. So, instead of marketing him in an undefinable category...we created a brand new category! We're starting a campaign for him as the "Wow Smile Specialist!" Think of it this way: he's the first person to say that here in town, therefore, he'll brand himself as the expert when you want a "Wow Smile" of your own. And the brilliance of it is that EVERYONE has their own "Wow Smile"...perhaps James needs to fix a gap tooth, or Jessica wants to even her overbite...by not saying something specific, we're allowing the listener to imagine their own "Wow Smile" and see themselves in the commercial.

I'm really excited about this project and we're going to work wonders for this dentist... Let us work wonders for you too!

John

Marketing in Motorsports

For the past 5 years, I've hosted "Pit Pass: Rumors, News & Opinions From The Track" on AutoRacing1.com. This past week's show, I combined motorsports & marketing to challenge teams to consider themselves Marketers, not just Racers. See, from a 25 million dollar team like Jeff Gordon's, down to my amateur racing with a budget of just a few thousand dollars, our search for sponsorship is the same. However, for too long, Motorsports as an industry has said "Hey, we've got these neat racecars, put your logo on them" but the client couldn't see the bigger picture. Instead, we need to see Motorsports as a platform for sponsors to use the way THEY see fit. What do THEY want to do? My sponsor loves seeing his name on the car & I've let him drive it a couple of times. Jeff Gordon's sponsor wants to sell more widgets. Success will only be measured by the folks who lay the ground rules. Make sure you know what those rules are from your client's perspective and then you can develop a plan that will reach it.

Now, tell the World!

John

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