network marketing: global trends

SHIFTING THE IMAGE OF THE INDUSTRY

Two weeks ago, in a blog titled, “People Don’t Dislike Network Marketing, They Dislike Network Marketers”, I noted 10 behaviours I believe need to be addressed for our industry to gain credibility in the economic arena.

Over the next weeks, I will address each of the 10 items, one at a time. Last week we took on number 1 – “The Big Guy Breathing on the Phone.

This week our number 2 behaviour is… SPAMMING SOCIAL NETWORKS...

WHY WOULD ANYONE WANT TO DO THAT?

Historically, the industry has taught this is “a numbers game”. That means, if you talk to enough people, you will eventually build a successful network. Well, much of that, of course, is true. If you do enough of anything, you will likely achieve your objectives.

But, as in many things, concepts can get distorted, and this is one that certainly has.

“MUD ON THE WALL”

I hesitate to even repeat this phrase… “if you throw enough mud against the wall, something will stick” -  but my intention with this Blog on network marketing is move the elephant out of the room. If we don’t talk about it, we will not realize where it is, how big it is, and in what direction it is pointed, so we can get it moving – out – where we want it to stay!

So this idea of talking or marketing to large numbers of people, which makes sense mathematically, becomes distorted. A bit of laziness slips in… “if it is about numbers how can I get a lot of numbers – FAST?” In case there is anyone out there who has not yet figured this out – this marketing attitude does not win over respectful customers or garner favorable public opinion.

MASS MEDIA

If you have this attitude -  of just slamming enough people – and don’t tell me this marketing approach doesn’t exist anymore, or you have not been at my parents home for the 3-4 telemarketing calls they receive each and every day. Somehow, in the whole marketing scheme of things,  there still exits a thought that it doesn’t matter about relationships, if you “hit on” enough people, you will find some who cannot resist your pitch, they will buy, and you will turn a profit…and that is all that matters.

SOCIAL MARKETING

The danger with the current development of social networking sites, is they are cause for “the lights in the eyes of network marketer with this marketing attitude” to light up!

“WOW – a way to send one letter to tens of thousands!” In fact, some network marketing companies have been set up to  do just that on your behalf.

Oh, oh – now, that will be tempting – “all I have to do is write one email – blast it everywhere -  and wait for the cheques to roll in.”

PROPER USE OF SOCIAL NETWORKS

There is however, a professional and responsible way to take part in the Internet revolution of the marketing industry. It is the same way you would do this business in a professional and responsible way, face-to-face.

Social networks are a way of meeting new people. And network marketing is about sharing your product and business with people you have developed a relationship with, and who are looking for the solution you have. It really should be called Relationship Marketing.

BY ALL MEANS USE THE INTERNET

I am a strong advocate of using Internet marketing for the network marketing business. It will completely change the industry – if we use it properly. If not, we may get pushed out totally.

What better way to meet people across the globe. But you had better be very well-prepared for the implications for doing business in this way.

In this blog, I want only to talk about making contacts with people via social networks. In future, we will talk about what that means when it comes to supporting, training, and being an online mentor to people at a distance.

JOIN A SOCIAL NETWORK

Whether it is Facebook, My Space or any of the numerous other social/business networks out there, make certain your number one reason for joining is:

a) To make new friends..    and then…

b) Know the rules of the particular social network -  if there are any -  regarding promoting business activities…

c) Spend time cultivating relationships…

d) If someone asks you what you do, direct them to your website, and suggest if they want more information they contact you at your professional email address.

e) And most of all remember – what you put out on the net is there for all to see – forever… think twice before you hit SEND…

EXACTLY AS YOU WOULD MARKET TO SOMEONE FACE-TO-FACE

Now, compare this to face-to-face marketing of your  business.

Let’s say you are invited to go to a party. You mingle with the guests making small talk and getting to know people you may not have met before. Someone asks you what you do. You may briefly tell them, perhaps you give them your card, and, if they seem interested, you tell them you will call them to talk about it at another time.

If you are not doing that – you should be.

It is no different if you are coming to a party of social people on the internet – the same good manners and professionalism apply.

BLESS BLESS
JUDY BERG

Organizational Behaviour Consultant
author: Imagine Your Soul Abudant: Attracting Success, Fulfillment and True Happiness
more about: www.corporatemindshift.com www.soulabundant.com
Judy’s book can be ordered from her website www.soulabundant.com.  Special prices for bulk orders upon request. Seminars and retreats customized to the needs of your group or organization.

Corporate MindShift: Transparency

SUPPORT OPEN INFORMATION

Information transparency is emerging at every level as a force that cannot be stopped. For this trend to positively serve society, it needs to be universal and balanced, not selective to give advantage to groups vying for power and control.

One critical area where we need transparency is in voting results.

THE RIGHT TO VOTE

The underlying core of our political and social system is the ability to vote for those who wish to serve us, and to know that our votes are accurately counted.

Most Americans are aware of the challenges we face with current electronic voting equipment. Some are even aware of the great work done by Bev Harris at BlackBoxVoting.org, the equipment testing done at Princeton University, and others committed to saving our country.

Stephanie Frank Singer and others are giving Americans an opportunity to support transparent election systems. Do you care?

I wrote a series of five posts about the potential for voting fraud in a previous blog. [1] [2] [3] [4] [5] Unfortunately, nothing seems to have improved in the past year.

On the bright side, Stephanie Frank Singer is a one-woman force for change in Pennsylvania voting. It used to cost many thousands of dollars to access Pennsylvania registered voter lists. I found this highly unethical since our tax dollars had already paid for maintaining those lists. Stephanie took the state to court and won.

So now candidates and those working with them can purchase a complete list for $25. Every voter in the state should have sent her a thank you note.

STEPHANIE’S INVITATION

Stephanie’s December email asks supporters to vote for transparent election systems. I didn’t find it on her site, so I’m taking the liberty of reproducing it here.

Friends, family, colleagues and loyal readers,
You probably have figured out by now that election transparency is one of my big causes. Please do me (and American democracy) a personal favor by voting for this issue at Change.org. The contest (see below for a brief description and a link to more) is intended to identify and create momentum for addressing ten top issues in America.
You will have to join Change.org to vote. Joining does not endorse or support any of the many issues discussed on the site, which is basically a social networking site (think Facebook or MySpace) for activists.
The deadline is Wednesday, December 31.

Want to help nudge things along? Take a minute and support this initiative.

Focus Group Process
click to enlarge

FOCUS GROUPS LET YOUR CUSTOMERS TALK

Conducting your marketing research [Wikipedia] incorrectly can cost you millions of dollars. Honest, I’ve seen it happen.

A lot of folks take the attitude, “It’s not rocket science”. And it’s not. But if you do it wrong, you can draw the wrong conclusions and destroy your business. So please do it right.

I thought I’d begin our weekly posts on marketing research with some of the research tools that have been developed over the years, starting with focus groups.

There are two categories of research, direct (do it yourself) and indirect (find someone else’s data). If you are going to do your own research, there are two general approaches, quantitative (statistically valid surveys, for example) and qualitative, such as executive interviews or focus groups.

We’ve written a number of articles for your use in this site, with one article on focus groups.

QUALITATIVE RESEARCH INSIGHTS

You can access any of the research articles by clicking on the Research button at the top of every page, or on Research in the left navigation bar. Then simply look down the navigation on the right to find the article that interest you. You can find the article on focus groups at http://www.vanamburggroup.com/research.php/focus-groups/20/2091/123/456.

You can use focus groups in many ways:

• As a single-session stand-alone research tool
• In a sequence, modifying your questions from one group to the next
• To understand issues before creating questionnaires for statistically valid surveys
• For clarification of issues by selected respondents to completed surveys

RELEASE STRESS TO TURN YOUR CUSTOMERS WITH NIGHTMARE EXPERIENCES INTO YOUR STRONGEST ADVOCATES

Whenever we include a client’s customers in a focus group, we’ve learned to allow up to 20 minutes for venting of problems. This is particularly true for companies like utilities, whose geographical monopolies prevent dissatisfied customers from securing another vendor. Or large technology companies like Microsoft.

Utility customers will bring up events that may have occurred 5 to 15 years previously. But they never found anyone from the company who would listen. They usually don’t expect resolution (fixing the problem) or recovery (making up for the problem). They just want a sympathetic ear. And your moderator is representing the company.

By listening carefully, the moderator can turn these long-term angry customers into advocates for the client in a matter of minutes during the meeting. These individuals then often provide the most insightful information, perhaps because they have thought a lot about the company and its products or services.

IS THE CLIENT ANONYMOUS?

This takes us to an interesting issue. Many companies insist on remaining anonymous throughout the entire  research process – some because they don’t want to taint the objectivity of responses, the rest I don’t know why.

After a number of decades in the field, I have strong opinions on this. I prefer transparency.

Research done correctly can maintain the objectivity of the results, while still having a marketing impact on all respondents.

We normally get the best results by explaining to the participants that the client has to be anonymous so that they give us unbiased answers, but that before the session is over, they will know who the client is. Then we design the focus group to collect needed objective ratings and other information before releasing the client’s identity.

By knowing who is paying them to share their experiences and opinions, participants usually rise to the occasion and present deeply insightful comments and suggestions.

Want further insights on how to design your groups? Read the article on focus groups.

David VanAmburg’s involvement with marketing research began in 1968 when he was hired as a a research analyst with technology leader, Lord Corporation. Since 1977, he has provided over 2,000 research studies for clients in 165 industries, designed the first national hunger study for America’s Second Harvest, and taught MBA courses in the subject. He loves designing research studies and analyzing results. “Getting the data back is like Christmas. You can learn so much”

CONTACT US to help make your research the key to your company’s future.

David VanAmburg President/CEO VanAmburg Group, Inc. Brilliant Marketing Solutions Erie, PA, 16509

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