Marketing as Attraction vs. Marketing as Retention with Wayne Mullins
b'\\u201cMarketing is your ability to attract and keep customers. Most confuse the definition of marketing with the definition of advertising.\\u201d This week on the On Brand podcast, I chatted with Wayne Mullins, Founder of Ugly Mug Marketing. We talked about how to avoid checklist marketing (a favorite topic of mine), investing in the right end of the customer experience, and the role of social media today. Enjoy!\\nAbout Wayne Mullins\\nWayne Mullins\\xa0is the Founder of Ugly Mug Marketing, and a highly sought- after marketing consultant, regularly having to turn clients away. He directly influences more than one hundred thousand entrepreneurs annually via his blog, books, and training programs. While making his clients more profitable is an easy motivator, Wayne is also driven by creating value for his clients beyond just the dollars and cents. He is passionate about building a team that isn\\u2019t focused on checking off items on to-do lists and completing projects, but instead, on getting results for their clients.\\nEpisode Highlights\\nWayne recommends one question for reconsidering your marketing in the new year.\\xa0\\u201cAsk yourself what percentage of your budget is attraction versus what percentage is spent on keeping your customers and exceeding expectations.\\u201d\\nThe trouble with social media today.\\xa0\\u201cWall Street,\\u201d Wayne quipped. He\\u2019s not wrong. Because of the focus on generating revenue, most of these networks have focused increasingly on pay-to-play advertising. This, in turn, can set marketers down the wrong path \\u2026\\n\\u201cMost show up and throw up,\\u201d\\xa0Wayne says of most marketers on social media. They\\u2019re sharing things but they aren\\u2019t really getting conversational when someone comments. This, again, gets us back to attraction versus retention and relationship building.\\nWhat brand has made Wayne smile recently?\\xa0As the father of five kids, I know that car travel can get tricky. Especially when everyone gets hungry. Wayne told a story about returning from the holidays and driving through a Wendy\\u2019s where he and his family were greeted with exceptional customer experience. Talk about investing in something that keeps customers!\\nTo learn more,\\xa0go to\\xa0uglymugmarketing.com.\\nAs We Wrap \\u2026\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\nOn Brand is sponsored by my book\\xa0Brand Now.\\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\\xa0Order now and get special digital extras.\\xa0Learn more.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0Apple Podcasts,\\xa0Stitcher,\\xa0Google Play,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0Apple Podcasts\\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'