Risk & Business Magazine Cain Insurance Risk & Business Magazine Summer - Page 27

JIM GILBERT ’ S
WHAT IS YOUR BIGGER PICTURE , AND HAVE YOU MADE IT CLEAR ?
U . S . President John F . Kennedy was visiting NASA headquarters for the first time in 1961 . While touring the facility , he introduced himself to a janitor who was mopping the floor and asked him what he did at NASA . The janitor replied , “ I ’ m helping put a man on the moon !”
WHAT CREATES THE SALE ? MARKETING
Marketing brings the customer and the product together . Good marketing accounts for 90 percent of the sale ; only 10 percent is based on the product . So , don ’ t join the easy crowd . Go where the expectations are high , the challenge is great , the demands are many , and the victory is sweet ! Become a category of one : become a marketing company first and a “ whatever you do ” second .
The competition for the customer has never been greater . In 1990 , people were getting 500-1,000 marketing messages a day . In 2018 , they are being bombarded over 10,000 times daily . Plus , you are not only competing with your competitors but now you are competing with your prospects , friends , and their baby pictures .
SOCIAL MEDIA IS RULING THE DAY .
We have entered into the age of the customer with unlimited options and immediate comparisons . This network effect changes everything . Every touch point of your business and everyone in it are being reviewed . Eighty-eight percent of customers are making their decision about you on what is being shared about you . In this new economy , to be good = dead , to be great = survival , but to be excellent = thriving . We call it Honest Darwinism .

“ A BRAND IS YOUR STORY EMBEDDED IN THE EYES OF THE MARKET . ”

SO LET ’ S GET NAKED : POSITION YOURSELF TO BE A # 1 CATEGORY .
Marketing used to be something we could buy . Today it is something we need to be .
You and your team must become one . Together you need to get face to face with your audience and bring them in with your stories . Let the world know who you are ! An emotional connection is your only true value proposition . Heart to Heart — it is all about putting a human face in the digital space . What is your purpose ? What is your vision ? It is not about a badge of honour . It is about being a brand of distinction .
WHAT IS A BRAND ?
It has never been easier to reach an audience , but it has never been harder to connect with people . Tomorrow ’ s strategy is brand differentiation . Share the magic , use video to tell your story , make an emotional connection , speak from your heart , and stand apart from the crowd .
ACCORDING TO FORRESTER RESEARCH
What ’ s on your website ? How does everyone in your company interact with your clients ? What is being said about you ? Are you actively engaging potential clients where they hang out ? Who is your Human face ?
THERE IS NO MORE B-TO-B OR B-TO-C ; IT IS H-TO-H .
You may not be able to out-Amazon Amazon , but you can Hug your customer and they can ’ t . +
Hugs . Jim Jim Gilbert ’ s Wheels and Deals Canada ’ s Huggable Car Dealer
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