To punch holes... first make fist!
When I was at college studying for a B.Comm in UCD and working part-time for Charlie Chawke in The Dropping Well Pub, I became frustrated at how poorly the drinks companies were marketing their products. I felt that they did not fully understand the market, certainly the one I had just spent 8 years working in since a 13 year-old in the 108, Rathgar Inn. This frustration led me to make a presentation which I called the "Cordero Hand Model" - its main idea was that marketing campaigns should be built from the fingers up, not the elbow down.
I have always been frustrated with marketing and sales - at one stage, it seemed to most marketers that sales was a dirty word. I called my first company, Cordero Salketing, which operated Citidiscounts, 8 full years before Groupon began and made billions on the same idea. "Salketing" was my word to bring Sales and Marketing together - to join them so that professionals in both areas could understand how to work together rather than fight each other's perceptions of the market.
Today I have a new model, It's "The Cordero Fist" that punches holes with brilliant online marketing for small businesses. If small businesses want to punch big holes they need first to make a powerful fist.
Most small businesses are so busy, they don't have the time to learn how to make a powerful fist. They can't step off the treadmill for enough, to look at their systems and make those small but significant changes that produce big results.
The typical examples are everywhere. Many perfectly good and well established operators will look as follows;
They may have some of the Tools (Laptop and Smartphone) required but they are outdated or out of reach or not being used in the correct way.
They may have very good Social Media profiles - plenty of likes, decent engagement but it's not punching holes! It's not delivering the kind of value which increases sales.
Their Websites were built 2 years before and they are no longer in contact with the original developer. They were built on platforms that are difficult if not impossible to use and they have not updated the website for months if not years. The small business is almost afraid of their website - it cost money to build and they were told they had to have one. The idea of selling products or services on their website is not even on their radar - "that's only for big businesses", "our customers don't buy our type of products online" and "it's not really how it's done" are typical of the limiting beliefs I often hear.
SEO or Locations such as Google My Business are only lightly controlled - they are not harnessing the online world that Google are building for everyone - not just the "top 1%". Google and Facebook are enabling small businesses to have the marketing information and impact that was once only available to the big blue chips.
In terms of Collaboration - most of these small businesses have copped onto WhatsApp but have no idea of the power and functionality of Google's G Suite and Chrome. Google is creating your office in the Cloud. There is no longer a need to be in the office - you can be where you are most effective. Where you can punch holes.
What I love doing now is helping businesses gain back control of their fingers. I guide them in putting in place the right Tools and Software and to set up and maintain their Social Media platforms. I then build websites and e-commerce that are not scary but addictive to maintain. I teach them to understand Google search and implement optimum Location profiles. After that, I overhaul their collaboration systems so that their entire organization gets on the same page. Finally, I empower them to do it for themselves - I am always there - at the end of a WhatsApp, but they now punch hard and will fight their own battles never again relying on some techie at the other end of a phone or email!
This process takes about 6 weeks of my effort and then the fun begins. With full control of each of their fingers, my clients learn to make powerful fists. Fists that punch holes. It is now, that I apply a multitude of Sales and Marketing campaigns. The small business, for the first time, feels the power behind the punch. A post is no longer just a post but a punch with purpose. A campaign which drives traffic to their website and which flows down a funnel to achieve campaign objectives. The analytics then confirm the data from each punch and enable the small business to learn from the feedback loop and continuously improve. Subsequent campaigns are a process of tweaking and repetition.
For most of you who work in big businesses or businesses that have Marketing positions, designated Sales staff and IT departments, this may seem obvious. But in small bricks and mortar operations, the owner or manager becomes all of those people. They are the entrepreneurial founder, marketer, sales closer and CTO, often without any formal education in any part. They have developed their businesses based on a passion or the industry is in their blood - but technology has come and gone - they are not surfing the wave but being dragged by the tide!
I love punching holes.