October 2019
TESTER
time
Is Your Branding as Powerful as the Blue Turf?
Years ago, when I traveled around the country, people would ask me where I was from. Of course, I said Idaho. Their response to me was either, “You guys have the potatoes,” or, “Iowa ... isn’t that in the Midwestern part of the United States?” Since 1986, that has all changed. When I tell people where I am from, or they see some version of an Idaho state map, or if I say “Boise,” their response goes something like this: “You guys have the blue turf, don’t you?” Gene Bleymaier, a long-time Boise State University athletic director, is the man whose idea became the first blue-turf football field in history. He told me about his reasoning. “If you are going to make an investment in your property of seven or eight hundred thousand dollars, and no one notices that you made a change, it might not be a very good investment.” Gene was referring to replacing old green turf with new green turf, a difference that would be completely lost on most fans and players. “I remember getting the go-ahead for the idea and then discovering how many different shades of blue there are on the color spectrum. I was really worried when they started laying the turf down that it might look horrible,” Gene remarked.
think about the “got milk?” campaign or Geico’s commercials. I understand that you don’t have the budget to work like those giants, but Boise State was a small, 1-AA school in the Big Sky Conference when the blue turf idea came to fruition. Remember to differentiate your brand from your company logo. The easiest way we coach people on finding their business’s brand message is by dialing their customers. We ask simple questions: “What do you like best? If you were to recommend us to a friend, what would you tell people about us? What would you like us to do more of? What could we do better?” The blue of Boise State sends an amazing branding message. It means fun . It means the little engine that could. It means a Statue of Liberty play and a marriage proposal. It means, “Don’t adjust your television set.” Most of all, it means Boise State! DAVE’S SECRET TO MARKETING UTOPIA IN ANY OF YOUR MARKETING MESSAGES: Urgency — “Deadline to buy is this Friday at 5 p.m.” Theme — “15 minutes could save you 15%.” Offer — “Buy three tires and get the fourth one free.” Price — “Starting at $19.95 per shock.” Item — “Our double-stuffed cheese pepperoni, this month only.” Action — “Buy your season tickets today and get a piece of the blue turf.” If you are looking for marketing, branding, or public relations help, reach out to Claudia Weathermon for one-on-one or group coaching today. Request a copy of her white paper, “Press Releases That Always Garner Earned Media” at GoDaveTester.com. Is your branding as powerful as the iconic Boise State blue turf? -Dave Tester
Nearly 30 years after that fateful decision, Boise State University not only has the market cornered on blue, but it also has a federal trademark registration for “the color blue as applied to artificial turf.”
Is your business branded with a single color or a single slogan that says, “We are here”? Branding strategies are very powerful. Just
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‘Got My Mind Set on You’
George Harrison’s Sales Advice
In conversations about sales, one doesn’t usually think of George Harrison. But the truth is that the Beatles’ lead guitarist actually has some solid words of wisdom when it comes to converting warm leads. His last No. 1 hit single, “Got My Mind Set on You,” may sound like dated courtship advice, but it’s actually the perfect road map for turning interested parties into loyal customers. ‘I GOT MY MIND SET ON YOU’ The theme of the song is painfully straightforward: A lovestruck singer has his mind set on dating someone. While your mileage may vary on single-minded romantic pursuits, this level of unwavering dedication is a must for warm leads. Unlike the mystery woman of Harrison’s song, these are people who have shown interest in your business. To build toward a sale, you have to return the favor. Send personalized emails or newsletters, or pick up the phone and call them. ‘IT’S GONNA TAKE MONEY’ As the first verse of the song suggests, building this promising relationship isn’t going to be cheap. If someone hasn’t already taken
the leap to become a customer, they need some incentive to get serious. This is where free trials and giveaways are your best friend. Targeting these special offers specifically at your warm list is a great way to cultivate lifetime customers. ‘IT’S GONNA TAKE PRECIOUS TIME’ The No. 1 mistake sales teams make is giving up on leads too early. If you dump a prospective customer because they hesitate on your first few attempts, you’re shutting the door on future profits. Depending on your business, leads that take months or even years to convert can more than make up for the time and effort you’ve spent on them. Customers won over this way are far more likely to stick with you. ‘TO DO IT RIGHT’ The final conceit of George’s song is that there may be other ways to win a person over temporarily, but this is the right way. By remaining dedicated and spending the time and money to build your relationship, you can win over lifetime customers — no singing required.
Tester-
MONIAL
Are you ready to better yourself and your business? Have Dave secret-shop your front desk today! Call 208-707-9807 or visit GoDaveTester.com for more details.
“I loved the live calls; I get a lot of value from them. I’m a very visual, experience-oriented learner, so hearing you do them with an actual person I will be calling is very valuable. Every call I do, I get past the mental hurdle of thinking that someone will be mad at me, that I’ll be bothering them, or that they won’t tell me certain information.”
“Thank you, Dave. Without your wisdom and words, I would have never been able to achieve the speaking fees I deserve. It’s going to change my life.”
–Jana Eatman Brand Strategist Spotlight Branding Charlotte, North Carolina
–Terri DeBoer Morning TV Host Grand Rapids, Michigan
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‘Women, Work & the Art of Savoir Faire: Business Sense & Sensibility’
While Mireille Guiliano is best known for “French Women Don’t Get Fat,” her book on healthy eating and balanced living, authorship is actually her second career. Before she took up the pen, Guiliano was president and CEO of the French Champagne brand Veuve Clicquot. She developed Veuve Clicquot’s reputation in America almost single- handedly over a 20-plus year career, and now she has chronicled that success in her 2010 bestseller “Women, Work & the Art of Savoir Faire: Business Sense & Sensibility” — a guide to climbing the corporate ladder geared specifically toward women. Just as “French Women Don’t Get Fat” upended the typical diet book format, “Women, Work & the Art of Savoir Faire” leaves the usual business book style behind almost immediately. As Guiliano writes in her introduction, “This isn’t another business book that tells you how to ‘succeed’ or ‘get the corner office.’ Yes, of course, you’ll find advice on getting ahead and getting promoted … but more than that, you’ll find advice on being happy and living a good life, even while you are making the biggest contribution you can to the workplace. That’s why I dare to talk about style, and clothes, and food, and wine, and entertaining, and LIFE in a business book. We don’t work in a vacuum.” Guiliano is true to her word. Between the covers, readers will find advice on topics as far-ranging as developing the perfect handshake, choosing catering for a business dinner, dressing for success, and
putting together an effective presentation. Guiliano has plenty of experience to back up her counsel and shares amusing anecdotes about the food and beverage industry, French culture, and her own journey along the way. There are no easy three-step solutions here, only long-term goals and strategies. What really makes “Women, Work & the Art of Savoir Faire” unique is that it caters specifically to women in pursuit of high-powered CEO or CFO jobs. Guiliano covers circumventing prejudice right alongside choosing a dress and tips on being the perfect lunch date. Still, both men and women will come away from this book with ideas about how to achieve success without sacrificing the pleasures French women hold so dear.
Tuna Crunch Pie GG Gretchen’s Kitchen (My mom’s secret recipes)
Ingredients • 1 1/2 cups flour • 1 cup shredded cheddar cheese • 1 tsp salt • 1 tsp paprika • 1/2 cup butter • 1/2 cup walnuts, chopped • 2 7-oz cans of tuna, drained • 3 eggs
Take a
• 1 cup sour cream • 1/4 cup mayonnaise • 2 tbsp pimento • 1 tsp onion, grated • 1/4 tsp dill • 2 drops hot sauce • 1/2 cup shredded Swiss or cheddar cheese
BREAK
pepper, finely chopped
Directions
1. Combine flour, cheese, salt, paprika, butter, and walnuts. Mix thoroughly to form a crust, and set 1 cup aside for topping. Put the rest of the mixture into a 10-inch pie pan and spread evenly to line the pan. 2. Place tuna in the pie pan and spread evenly. 3. Beat the eggs and add sour cream, mayonnaise, pimento, onion, dill, hot sauce, and Swiss or cheddar cheese. Combine. 4. Pour the mixture over tuna and cover with the remaining crust. 5. Bake at 400 F for 35–40 minutes. Serve and enjoy.
Corner Post MINISTRY
If you would like to listen to Dave’s spiritual podcast, visit www.CornerPostMinistry.com
“Be completely humble and gentle; be patient, bearing with one another in love.” Ephesians 4:2
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Is Your Branding as Powerful as the Blue Turf?
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Play This Song to Your Sales Team
Tester-monial
Tips for Women Climbing the Business Ladder
‘Mr. October’: The Legendary Reggie Jackson How’s That for Odds? Reggie ‘Mr. October ’ Jackson’s Legendary Game
“I feel that the most important requirement in success is learning to overcome failure. You must learn to tolerate it, but never accept it.” –Reggie Jackson
was scouted and given opportunities to go pro straight out of high school, but, on the advice of his father, he went to college on a football scholarship. Thanks to a $5 bet, he tried out for the baseball team at Arizona State University and made it. Jackson was the first black person on the team, and, even though he experienced discrimination, he never let it stop him.
Some people shine brightest in the spotlight. When put to the test, they deliver every time. Baseball Hall of Famer Reggie Jackson is one of those people.
During the sixth game of the 1977 World Series, Jackson hit three home runs in a row, securing the Yankees’ victory over the Dodgers and winning them their 21st World Series title. The legendary playoff game also earned Jackson the nickname “Mr. October,” which has stuck to this day. Like many stories of greatness, Jackson’s featured a lot of hard work behind the scenes. He dedicated himself to his sport and constantly worked to
From the minor leagues into the majors, Jackson’s ambition got him through many tough times, as did the constant support of his father and of Oakland A’s manager John McNamara. Jackson always dreamed of playing for New York, and,
eventually, his dream came true when he signed with the New York Yankees in 1976.
To this day, Jackson holds many prominent records, including being the first player to earn more than 100 home runs for three different teams (the A’s, Yankees, and Angels). He even has his own candy bar, the “Reggie! Bar,” which debuted during a Yankees game in 1978. Let’s see
improve his play. Growing up, Jackson played baseball, basketball, and football and excelled at all three, though football was his strong suit. He
if any of this year’s playoff games stir up as much excitement as Reggie Jackson’s did in his heyday.
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