Steve Katz, Editor10.14.14
This week, both converter and supplier members of TLMI (Tag and Label Manufacturers Institute) are gathered at the St. Regis Monarch Beach Hotel in Dana Point, CA for the 2014 TLMI Annual Meeting. The theme of the event is “Growing Your Revenue with Powerful Marketing and Branding,” and over two days, attendees are learning strategies and tactics from marketing experts.
Opening the meeting on Monday, October 13, was Alex Goldfayn, market strategist and executive coach. His firm Evangelist Marketing Institute has a client list including the likes of Amazon, Sprint, Logitech and T-Mobile, and he helps his clients with all aspects of marketing their products and services. Goldfayn’s presentation was titled “Marketing for Revenue Growth: Simple, No-Cost Techniques to Grow Your Company,” where he led attendees through product ideation, and developing an aggressive mindset steeped in action.
Addressing the converters in the room, Goldfayn said, “You’re busy. But are you busy being proactive or reactive? Most of you are reactive at work, putting our fires,” he said. “Revenue growth is proactive.”
Goldfayn debunked what he said are common revenue myths – the thinking that revenue growth is time-consuming, difficult and costly. He contradicted a well-known adage, suggesting, “It doesn’t take money to make money.”
“If growth is the goal, marketing is the simplest, fastest, most effective way to do it,” Goldfayn said.
Among the no-cost strategies at a company’s disposal, Goldfayn keyed in on the power of customer testimonials, and presented quick and easy ways to obtain them. “There is nothing you can say that is more powerful and relevant than what your customers are saying about you,” he said. Using a volunteer from the audience – Brian Gale of I.D. Images – Goldfayn demonstrated how a 5-10 minute conversation can result in a customer testimonial that creates an emotional impact on current and prospective clients.
Once you have the testimonials, the next step is to communicate them. Here, he said, is a case where quantity trumps quality. “Nothing should leave your office without a testimonial on it,” Goldfayn said. “Marketing is all about increasing awareness percentage. If they don’t know about it, they can’t but it.”
Goldfayn sums up his philosophy: “If you want to sell more, market better. It starts with your mindset. It starts with how you perceive yourself. A lot of what I do is based around improving the thinking and perceptions within a company. How do we do that? We get at your customers’ thoughts and perceptions. Your customers use language and emotions that’s far more effective than anything you and I can come up with because it’s their words and language. Your job is to take what you learn from your customers and spread it into your company so that your people can see how your company is perceived. Marketing can take what you learn from your customers and blast it into the world.”
The educational program continues on Tuesday with Rick Barrera, a an acclaimed speaker and marketing consultant, who is presenting “Overpromise and Overdeliver: How to Design a Branded Competitive Advantage and Deliver Extraordinary Customer Experiences.”
A staple at recent TLMI Converter Meetings, Economist Alan Beaulieu will wrap up the program with a preview of what the economic landscape will look like in 2015.
Opening the meeting on Monday, October 13, was Alex Goldfayn, market strategist and executive coach. His firm Evangelist Marketing Institute has a client list including the likes of Amazon, Sprint, Logitech and T-Mobile, and he helps his clients with all aspects of marketing their products and services. Goldfayn’s presentation was titled “Marketing for Revenue Growth: Simple, No-Cost Techniques to Grow Your Company,” where he led attendees through product ideation, and developing an aggressive mindset steeped in action.
Addressing the converters in the room, Goldfayn said, “You’re busy. But are you busy being proactive or reactive? Most of you are reactive at work, putting our fires,” he said. “Revenue growth is proactive.”
Goldfayn debunked what he said are common revenue myths – the thinking that revenue growth is time-consuming, difficult and costly. He contradicted a well-known adage, suggesting, “It doesn’t take money to make money.”
“If growth is the goal, marketing is the simplest, fastest, most effective way to do it,” Goldfayn said.
Among the no-cost strategies at a company’s disposal, Goldfayn keyed in on the power of customer testimonials, and presented quick and easy ways to obtain them. “There is nothing you can say that is more powerful and relevant than what your customers are saying about you,” he said. Using a volunteer from the audience – Brian Gale of I.D. Images – Goldfayn demonstrated how a 5-10 minute conversation can result in a customer testimonial that creates an emotional impact on current and prospective clients.
Once you have the testimonials, the next step is to communicate them. Here, he said, is a case where quantity trumps quality. “Nothing should leave your office without a testimonial on it,” Goldfayn said. “Marketing is all about increasing awareness percentage. If they don’t know about it, they can’t but it.”
Goldfayn sums up his philosophy: “If you want to sell more, market better. It starts with your mindset. It starts with how you perceive yourself. A lot of what I do is based around improving the thinking and perceptions within a company. How do we do that? We get at your customers’ thoughts and perceptions. Your customers use language and emotions that’s far more effective than anything you and I can come up with because it’s their words and language. Your job is to take what you learn from your customers and spread it into your company so that your people can see how your company is perceived. Marketing can take what you learn from your customers and blast it into the world.”
The educational program continues on Tuesday with Rick Barrera, a an acclaimed speaker and marketing consultant, who is presenting “Overpromise and Overdeliver: How to Design a Branded Competitive Advantage and Deliver Extraordinary Customer Experiences.”
A staple at recent TLMI Converter Meetings, Economist Alan Beaulieu will wrap up the program with a preview of what the economic landscape will look like in 2015.