What,Your,Lure,Bait,and,Gear,a marketing What Is Your Lure, Bait and Gear? An exercise to de

Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t

Fly fishing -- it doesn't work, does it? When I firstwatched someone fly-fishing, I saw them release the linethat went out far in the water. No sooner had the fly hitthe water it was being jerked back and reeled in. Eventoday, I still don't understand how this method catches anyfish. Yet it does, so I am told. See, I have never beenfly-fishing.It looks like so much more work too. I'm used to the worm,bobber, sitting on a short foldable chair, having some greatconversation ever once in a while, sipping on a beer (okayroot beer so we don't X factor this article), relaxing andwaiting for the nibble. Or, is it praying for that nibble.Okay, either one.If you talk to a fly-fisherman, he says his method is thebest. And the same is uttered from a by-the-seat-of-the-pants fisherman as well (cute description huh, I thought sotoo).What makes the difference than? Is it technique? Is it thewater type -- salt or fresh? Is it the type of fish you aregoing after? Is it the equipment or supplies? Is it thebait offered?Okay, back to the first question -- what is the difference?The right answer is "all of the above." You can also throwin the temperature, weather and time of day you are fishingas well. The right answer still is, "all of the above."And it all depends on the right combination of all theseitems performed in a step-by-order method too. You don'twant to toss out the fly without the line. Well, I guessyou can but the chances of seeing that fly again is next tonil for sure.Marketing is not any different from fishing. If you aretossing out the wrong hook to the right fish, they are notgoing to bite. If you have the right fish and hook, and thewrong technique -- fly-fishing instead of butt, wait andpray fishing. This too will not get many results.This is why so much emphasis is placed on your needing toknow your target market. Because if you don't you areforever going to be trying what different lures, hooks andtechniques that wear you down as well as your resourcestrying to figure out what is the right combination. Youcan't catch flounder in a fresh water or blue gill in saltwater.Many times, and without knowing it because you are just gladfor the business, the fish pick you. So, what are youattracting? Let’s take 15 minutes today and begin anexercise that answers that question.Okay, where were we. Getting late in the day. Oh, yes,what are you attracting? Since I write mostly for serviceprofessionals, let me present the "how-tos" for you. If youown a retail store or have a much larger client base, youcan do the same by calculating just the top "A" list byrevenue generated.I recommend starting this process by hand to get the "feel"of it and then you can move it over to Excel or a similarsoftware as it grows. Yes, you have my permission to allowthis fish to get bigger in this "fish tale."On a new sheet of paper, turned sideways or landscaped, inthe far left hand side create the first column. Now writedown the first name of you client (or last name or both).If you don't remember their name and you had given them anickname, use that. It doesn't matter as long as you knowwho they are.In the second column, title it "M/F." You guessed it, "maleor female." I knew I didn't have a "dah" market readingthis. Now, go down the column and write in the answers nextto each name.Next column, title "M/S/D/U" = married, single, divorced,unknown. Go down the column and complete again.Remember, before you move onto a new column you want tocomplete the previous column as much as possible -- there isa subconscious reason for this I don't want to go off topicto explain, so I'm asking you just trust me on this.Please.Here is a list of other demographic type of information youwant to continue in this same format: Age, time zone,number of children (if any), how long a client, marketingresource (how did they find you or you them), fee, andservice type.As you continue to go through and complete each column youwill begin to see some patterns on the type of client youare attraction as well as how they became your client (thesource).Continue with this project by adding more distinctions overthe next week. As you complete each column, anotherimportant fact will emerge for you that you will want toreview. If you are missing some information, you might wantto pick up the phone and call that past client and ask – agreat reason to get back in touch with them and renew yourname in their mind.When you begin seeing the patterns emerge, like you workmainly with 90% males, or everyone lives in a certain area,or all are divorced, etc. Some of these patterns are goingto be obvious and some aren't. This is why this exercise isgood to complete at least once a year. I do this eventhough I now have software that does it for me. There isnothing like ink and paper to open my outside-the-boxthinking that doesn't emerge when reviewing a printedreport.When you get to a slowing down place, pull out thedescription again of your ideal client. Now, see theaverages for this measurement chart in comparison to yourideal client. How is it different? Were there any idealclients on the list -- put a star next to them or highlightthem?Is there a gap between the two? Can you see what the gapis? Is it obvious? Do you need to build a bridge of thingsto evolve with that moves from the island to the mainland?If yes, what is it?Okay, you've got your work cut out for yourself. I agree.Then again, this exercise is the top one I recommend to allmy clients, workshop participants, and teleclass attendees.I have even had seasoned professionals resist completing theexercise because they felt they knew everything there was toknow on this already. If you feel this same way, it’s okay.Let it evolve and see if something grows.Much to their surprise after they completed the exercise.In fact, Jim, an insurance agent from Arizona wrote me an e-mail after a recent teleclass that did the assignment, yes,with that same reluctance, saying,"Damn, Catherine, you're good. The exercise eat at me untilthis morning when I gave in and did the exercise even thoughlast night I convinced myself that I already knew all theanswers. I discovered way too many holes in our marketing.My whole staff is excited. After I introduced it to them inthis morning’s staff meeting, we had to cut the meetingshort because everyone couldn't wait to get back to theiroffice and do the exercise."(c) Copyright 2003, Catherine Franz. All rights reserved.