scheduling, third-party software for
Schuth, Louie
screaming cool value exchange
search traffic, increasing
self-doubt
The 7 Habits of Highly Effective People (Stephen R. Covey)
7 Stages of Production
Audio Intros, Outros, and Design (Stage 3) in
Equipment, Software, and Editing Your Interviews (Stage 6) in
Final Website Content and Show Notes (Stage 5) in
Guest Experience and Website Groundwork (Stage 2) in
Launch Strategy: How to Reach the Top of iTunes (Stage 7) in
Social Media, Recording Software, and First Round of Guest Interviews (Stage 4) in
Strategic Planning and Production Kickoff (Stage 1) in
Shark Tank
She’s Building Her Empire
Show Airing Schedule
show artwork
Show Notes
boosting word count to
creating template for
customizing
template for
sidebar graphics
Skype
Ecamm Call Recorder with
for Macs
for PCs
Skype window
small businesses
Smart Podcast Player
Smith, Chris
social engagement, with guests
social footprint, of reviewers
social media
setup of
strategy for, see also Social Media Warm-Up
video sharing on
Social Media, Recording Software, and First Round of Guest Interviews (Stage 4)
guest invitations in
highlights of
Project Sheet template for
recording software setup in
social media setup in
Social Media Warm-Up
social proof
solocasts
Sound Brilliant Guide
sound effects
Spear, Guy
sponsor proposal
sponsorships
attracting
to boost revenue and credibility
Sponsor Wish List
Stallone, Sylvester
Staples
Stephen, Mitch
steps in
Stitcher
guest account on
registering podcast with
setup in
Strategic Planning and Production Kickoff (Stage 1)
highlights of
Project Sheet template for
recipe for
strategy
sub-intro
success
definitions of
overcoming obstacles to
“vitals” of, see vital metrics
The Successful Pitch (podcast)
The Successful Pitch: Conversations About Going from Invisible to Investable (John Livesay)
SUCCESS Magazine
System Execution
tagline
banner for
in show artwork
template(s)
for About Host page
downloading
for emails
for FAQs
for guest invitations
for Question Flow
for Show Notes
see also Project Sheet template
testimonials
Thank You email
third-party expenses
third-party scheduling software
Three Faces of Fear
time trap
Toerek, Sharon
top of mind awareness (TOMA)
total business revenue
total podcast-related revenue
trademark
Trojan horse
true fans
attracting audience who will become
building nation of
definition of
number of
weekly emails to
trust, developing
Tuschl, Stacy
Twitter
Ultimate Guide to Platform Building (Wendy Keller)
unique website visitors
change in number of
converted into email opt-ins
unknown, fear of
value
adding
nation of true fans build on
value proposition
Vaynerchuk, Gary
video, turning audio into
visual podcast elements, see also Audio Intros, Outros, and Design (Stage 3)
vital functions
vital metrics
continuous review of
defining your
definition of
evaluating your
vital functions and
vital priorities and
vital priority(-ies)
building your true fans nation as
defining
expanding your platform as
growing revenue as
interdependence of
volume, recording
Walmart
Washington, George
website
FAQs page for
groundwork for
increasing organic search traffic to
offering freemiums on
sidebar graphics for
time required for launching
Webster, Tom
Wintle, Walter D.
Women’s Small Business Expo
Wooden, John, on inner circle
WordPress
writing a book
Yaeger, Don
as accountability partner
on greatness
“You’re Live on . . . !” email
“Your Interview is LIVE” email
YouTube channel, putting podcast interviews on
Zickert, Jessica
ABOUT THE AUTHOR
Stephen Woessner is founder and CEO of the digital marketing agency Predictive ROI, and host of Onward Nation, the top-rated daily podcast for business owners.
FREE SAMPLE FROM GET SCRAPPY
Think only big brands with big budgets can do big things? Think again! More than budget or staff size, what matters most is attitude. Nick Westergaard, a digital marketing expert, who has helped countless businesses of all sizes develop their big-brand presence, knows that with a scrappy mindset even the leanest marketing team can generate powerhouse results. Check out a sample of the advice in his best-selling book Get Scrappy next.
INTRODUCTION
scrappy, adjective. Describing someone or something that appears dwarfed by a challenge, but more than compensates for seeming inadequacies through will, persistence, and heart.
(Urban Dictionary)
“Do I really need another marketing book?”
This was probably going through your head when you saw this book. Our shelves are bursting at the seams with marketing books for one simple reason: This is an exciting time to be in marketing. The Internet, social media, and content marketing have forever changed the way we build brands and market our organizations. These shifts have reset the playing field to the advantage of businesses big and small.
And yet, it’s also a frustrating time to be in marketing, as we struggle to keep up and overcome obstacles. While many understand the potential unleashed by these digital shifts, few are truly prepared for it. The Internet has changed how we plan, staff, manage, and measure our marketing. There’s a lot of work that needs to be done and, for many businesses, resources are minimal. We understand the why behind these marketing shifts. What many marketers struggle with is the how. How will all of this get done in a meaningful manner with the resources we have?This book is for the marketers who want to get stuff done.
As a brand strategist, keynote speaker, and college educator, I help thousands of marketers every year. From small businesses to the Fortune 500 to the President’s Jobs Council. From seasoned marketing pros to marketing students. From the plains of the Midwest to cities in Europe. And they all struggle
with the same challenges—the same ones you are facing.
To paraphrase Charles Dickens, it is the best of times, it is the worst of times. Dickens wasn’t talking about marketing today, but he could have been. For marketers, this is the best of times. Technology has enabled new forms of media such as Facebook and Twitter, which allow us to reach more people, more economically and easily than ever before. We can build direct, personal relationships with our customers. We can help, inform, entertain, interact, and instruct. And as a result, we can create enormous value on our own powerful platforms and channels.
Now we come to the worst of times. While we face many challenges, there are three main obstacles that stand in our way.
1. Shiny New Things. We’re distracted by all of the shiny new things online: new channels, features, platforms, and networks are constantly coming at us. Ooh! Shiny! What’s your brand doing on Snapchat? How about that new Instagram feature? Or that awesome new platform that integrates all of your social media activity and makes you breakfast while it does all of this?Okay, so the last one isn’t here (yet!) but you get the idea.
2. The Myth of Big. Budgets are tighter than ever. Only big brands with big budgets, big teams, and big technology can do big things with digital marketing today, or so it feels sometimes. Dwarfed by this imagined competition, many end up collapsing into self-pity as they sigh, “That’s cool but we couldn’t do that here.”
3. Checklist Marketing. This is when we focus on checking things off lists instead of on what makes the most sense. For fear of ending up in the boss’s crosshairs because he saw a story about Facebook advertising on CNBC, many marketers take a checklist approach. Facebook? Check. Twitter? Check. LinkedIn group? Yep. Instagram? We got that, too. Is any of this working?! Awkward silence.
Marketers have more opportunities than ever before. How do we capitalize on this unprecedented time in marketing history while maintaining our budgets and our sanity?
GET SCRAPPY
As you approach your marketing, don’t get frustrated. Get scrappy instead. At this point, you may be asking, “What is scrappy?” Let’s start with what scrappy isn’t. Scrappy isn’t marketing small. Scrappy isn’t marketing on the cheap. And, most importantly, scrappy isn’t dumbing down your marketing.
Merriam-Webster Collegiate defines scrappy as having an aggressive or determined spirit.1 My favorite definition comes from the Urban Dictionary, which defines scrappy as describing “someone or something that appears dwarfed by a challenge, but more than compensates for seeming inadequacies through will, persistence, and heart.”2
Ultimately, the size of your organization doesn’t matter. Business-to-business vs. business-to-consumer, nonprofit vs. for-profit doesn’t either. The local dry cleaner who does its own marketing can benefit from getting scrappy just as much as a marketer in a larger organization. As Samantha Hersil, who leads digital marketing at Pacific Cycle for brands like Schwinn, Kid Trax, and Roadmaster, told me, “We all wish that we had a few people and a few dollars more.”3
Regardless of how different our organizations and brands may be, we all face the same hurdles that can be overcome with will, persistence, and heart—tapping into that feistiness and edge of getting scrappy. Scrappy is doing more with less. Scrappy is a spirit determined to simplify marketing in today’s complex digital world.
Scrappy is thinking like an underdog (even if you aren’t) with a winning and determined mindset. Let’s explore that mindset a little further.
THE SCRAPPY MINDSET
If scrappiness is a state of mind that can be useful to anyone at any organization large or small, what does it entail? And, more importantly, how can you harness the power of scrappy to help you do more with less? To better understand how you can get scrappy with your marketing, let’s explore the three core attributes that make up the Scrappy Mindset.
Brains Before Budget— Whether you are a marketing director at a Fortune 500 company, a nonprofit development director, or a one-person marketing department at a small business, we’re all susceptible to the monetary implications of the Myth of Big. When you start to think about personnel, tools, and technology, digital marketing can get real expensive real fast.
Remember, getting scrappy is more than just being cheap. Scrappy also isn’t about dumbing down your marketing and saving your brain cells. In fact, getting scrappy is about using more of your brain to help you do more with less. That’s why a key tenet of the Scrappy Mindset is putting your brains before your budget. To do more with less, you need to first define what it is that you’re doing.
All of this thinking doesn’t stop once your marketing strategy is approved either. You need to continue to look for smarter ways around the challenges you face. When you get scrappy, you start to see the value that you can harness from your internal team, your community of customers, and other unexpected sources.
Market Like a Mousetrap— As the famous saying often credited to Ralph Waldo Emerson goes, “Build a better mousetrap, and the world will beat a path to your door.” And yet, despite the fact that inventors each year for nearly a century have gotten patents for supposedly improved versions, these paths remain unbeaten as nothing has proved more useful than the simple spring-loaded bar mousetrap invented by William C. Hooker of Abingdon, Illinois.4 That’s because the mousetrap is both effective and efficient.
My family lives in a rambling old house. It’s the kind of house that has character. It’s also the kind of house that mice love when it cools off in the fall. While working in my home office, I occasionally hear little squeaks and scratches inside my walls. However, there’s no cause for alarm as I’ve set several Victor mousetraps throughout the house. If there’s a mouse, it won’t be around for long. The mousetrap is effective. And you can’t beat the price. At most stores, a couple dollars buys you a pack of two traps or more. The mousetrap is efficient.
Like the mousetrap, to get scrappy with your marketing, you have to be both effective and efficient. To be effective, your objective has to be clearly defined first (the trap’s objective is pretty obvious) so that you know when the job is done (snap!). Efficiency provides the best construct for a more scrappy relationship with money. Being efficient is more than just being cheap. You’ve still met your desired objective. You’ve just done so with minimal expense.
See Ideas Everywhere— Jeremy Gutsche, innovation expert, best-selling author, and CEO of Trend Hunter, says that we’re currently in a period of history’s highest rate of change. “It’s not just the new things. It’s the pace of change.”5 That’s why marketers often turn to case studies to help make sense of this ever-changing world. While case studies can be useful, sometimes we focus so intently on how different our own business is that we miss out on valuable insights from unexpected sources.
Stay open to ideas from outside your industry. Nope. That’s a B2C idea. We’re B2B. That won’t work here. Or perhaps, That’s too business-y. We’re a nonprofit and things are sooooooo different for us. Many times you can have an even greater impact because it’s an approach that’s not often taken in your industry. Cloud-computing giant Salesforce developed an app that allowed fans to create custom Valentine’s Day e-cards to share via social media. Wait! Isn’t Valentine’s Day a consumer-focused holiday? Isn’t Salesforce a B2B company? Maybe, but they had some fun and stood out in a big way by daring to think beyond their own sector stereotypes.
Technology is moving too fast for you to be confined by the proven ideas in your industry. To stay ahead, you have to learn to collect insights and ideas from beyond your specific niche and industry. In the heyday of the direct mail era, marketers kept physical files of mailers they liked for future ideas they could “swipe.” The scrappy marketer knows to keep a digital swipe file (trade the file folder for Google Docs or Evernote) for useful ideas from a variety of sources.
Disclosure: Not every case study shared in this book is from a business just like yours. But I promise you there’s something you can learn from each and every exam
ple. If you need some encouragement, think of Saturday Night Live’s Stuart Smalley: “You’re good enough, you’re smart enough, and doggone it, you can steal this marketing idea and make it work for you.” Okay, so I adapted that last part a bit but I was just making something from another industry work for me.
To get scrappy you need to remember to (1) put your brains before your budget, (2) market like a mousetrap, and (3) see ideas everywhere. Then and only then can you start doing more with less. More isn’t always better. Sometimes it’s just more. By embracing this mindset, you can get scrappy with your marketing as others are already doing—at organizations big and small.
SUPER BOWL TO SEWER MAN:
SCRAPPY MARKETERS ARE EVERYWHERE
You don’t have to look far to find marketers getting scrappy.
Each year brands shell out millions to be a part of the Super Bowl. The going rate for a 30-second ad slot during the game at the time of writing is $4.5 million.6 In recent years, social media has provided viewers and marketers alike with a new experience on their second screen, following and engaging in social media conversations around hashtags such as #SuperBowlAds and #brandbowl. This online activity has led brands to maximize their investment and exposure by releasing their ads in the week leading up to the big game.
Newcastle Brown Ale took advantage of this online opportunity to get scrappy during Super Bowl XLVIII. Because it’s owned by Heineken, you might not think of Newcastle as a scrappy underdog. When compared with the rest of the beer category in the U.S., however, the U.K. workingman’s ale is dwarfed by giants such as Anheuser-Busch and MillerCoors. With Budweiser as the official beer of the Super Bowl, Anheuser-Busch reserved 3.5 minutes of air time in 2014, easily costing $30 million.7
And yet, Newcastle scored big points for a fraction of the cost. How? By releasing a YouTube video among the other leaked Super Bowl ads featuring Pitch Perfect star Anna Kendrick gossiping about Newcastle’s “megahuge Super Bowl ad that didn’t get made.” The non-ad was set to star Kendrick, who confesses to being “hot but not ‘beer commercial babe’ hot” in a hilarious two-minute send-up of celebrity culture and the inflated stakes around Super Bowl ads. The video closes with the hashtag #IfWeMadeIt, which set up Newcastle’s digital strategy during the game itself.
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