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March 1, 2010 / jasonpinto

Go under the covers with your marketing activities

Over the past few weeks, I have not been able to help myself. When the clock hits 9 P.M. on Sunday, I have been watching The Undercover Boss on CBS.

To me, it’s been fairly fascinating. Top management from huge corporations go undercover to see how things really work in the day-to-day operations of their business.

Sometimes they are very pleased with the results. However, they all find things that they want changed immediately.

Go undercover with your marketing efforts

No matter how big your company is, we all could benefit from going “undercover” when it comes to our marketing operations.  That doesn’t mean slapping on a wig and glasses.

Thanks to technology, it is now easier than ever to automate many marketing activities. EMails may be automatically sent out when people fill out a form on our website. A fulfillment order for literature may be instantly sent to the warehouse when a new lead is added to our CRM system.

If someone hasn’t responded to our direct mail piece, a follow-up may be sent after two weeks — without us ever having to push a button.

Marketing automation can save us a lot of time. It can help to move prospects along the sales funnel.

However, we never want to take those activities for granted.

When is the last time you reviewed the Thank You email that is sent out when someone subscribes to your newsletter?

The text may have been perfect last year.  But I guarantee there are things that you will want to change about that email when you read it this morning.

Make a list of the marketing activities that are probably happening right now for your company, without you even to push a button.

Go undercover with them.  Subscribe to your own newsletter. Send a text message to your company’s mobile channel.

Review what happens… And then find ways to make changes for the better.

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  1. Tricia Steele / Mar 1 2010 5:33 pm

    jason, I too am obsessed with Undercover Boss. And you are right on undercover marketing. My clients are always surprised when I ask them if they receive their own marketing material… a “why didn’t I think of that” moment always occurs. (which is great because then they want to hire me to help them!) anyhow, just came across your blog and will keep up as time permits.

  2. jasonpinto / Mar 1 2010 7:01 pm

    Thanks very much for checking out my blog, and especially for commenting.

    I greatly appreciate it!

    Here’s to you finding many more “why didn’t I think of that” moments for your customers 🙂

    Talk to you later,

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