Demographics, Marketing, and Mojo

Clarks Termite and Pest Control Getting Rid of TermitesWhen I’m working with a company or with a client I like to think about their customer. The mojo truly flows when the company I’m working with thinks about their customers.

There’s a company in South Carolina called Clark’s Pest Control. Clarks is dedicated to kicking termites, bedbugs, and other crawling pests from your home.

Clarks Pest Control gets the ick factor of pests.

Pests Are :

  • Disgusting
  • Disease carrying
  • Destructive
  • Inconvenient
  • Costly
  • A health hazard

Pests Are Not:

  • Something you cuddle
  • Good for your family
  • A way to say I love you to your wife and child

Of course you should know your demographics and of course you should have your personas neatly established. (Hubspot has a great article on how to create personas if you’re interested.)

But, you need to know what emotionally moves your customer. For Clarks Pest Control it’s keeping the family safe. Protection. Basic and primal. It’s papa bear and mama bear protecting their young cubs.

These emotions are in all of us. What emotions do your customers experience when they use your product or service?

Why, I’ll Just Produce a Viral Video!

Human hand holding a large TV remote“I’ll just produce a viral video.” I heard these words from a friend of mine a few months ago.

Having cut my communications teeth in the television industry, I can assure you this is not how the video production and distribution process works.

Senior Digital Strategist Jon Thomas recently posted his thoughts on The 5 Myths of Viral Content.

What caught my attention was Jon’s number 4 myth: Viral means that it grew organically.

In television and film industry it’s about production and distribution.

If your film isn’t distributed, no one sees it.

It’s no different in the online video world. You have a distribution plan for your content and you need a distribution plan for your video.

Create a path for your video. Think about your industry, audience, and current content providers. Discuss with your content providers the best way your video can reach your audience.

Yes, you can produce a video. The question is, what do you want the video to do once it’s produced?

Set it and Forget it Marketing – Ron Popeil

Close up of giant chickenIn the 1990s Ron Popeil was the rotisserie king of “set it and forget it”. You’d put your chicken on the rotisserie, set a timer, and walk away. Your soon to be fully cooked chicken would slowly spin until the timer rang.

Set it and forget it works for chicken. It doesn’t work for marketing. If you walk away from your marketing efforts your clients won’t remember you.

It’s not uncommon for clients to build a website and think, ok the website is done. That’s it.

You’ve built a great website. Now you have to market it.

Feeling nostalgic? Enjoy Ron Popeil’s famous Set it and Forget it rotisserie infomercial.

Build it and They Will Come – Website Building Myth

Website Development MythSometimes clients (especially those with brand new sites) suffer from the “build-it-and-they-will-come” syndrome.

It makes sense the client is aware of his new website and thinks others are aware of it too. Just one problem. Your customers don’t think about business the way you think about it.

If you’re building a new website you’re probably thinking about your business. But, you may be missing a key ingredient: how does a potential customer see your business? What channels do they use to find you? How do they interact with you once they’ve found you?

A fundamental part of thinking about your new site is remembering who visits it. Build the site for your customer. Think how they will use the website. This will make your life happier.

The Business of Key Performance Indicators

The price of light is less than the cost of darkness. – Arthur C. Nielsen

Agencies struggle with managing their KPIs (Key Performance Indicators). Here’s why KPIs are so important to your company.

Reason #1 KPIs are the pulse of your project.

Key Performance Indicators are numbers. These numbers indicate whether or not your project is on track.

A strong KPI consists of the following:

  • Number (#)
  • Percentage (%)
  • Dollar ($)

In the agency world you want to create a KPI that impacts the bottom line.

Reason #2 KPIs save your agency money, time, and resources because you’re forced to focus on work that matters.

When a KPI is attached to the bottom line the tasks become clear. How? Everything you do is driven toward a number, a percentage or a dollar.

For example, if I tell Joseph to update the eCommerce catalog but the directions he’s given are piecemeal and unclear what do you think will happen to the eCommerce catalog? What type of eCommerce catalog will he produce?

Most likely it will be a waste of your time, your company’s money, and your resources. And Joseph will have wasted his time as well.

Here’s some examples of waste in an agency environment taken from a Lean Six Sigma perspective:

Type of Waste in Lean Six Sigma Symptom Examples of Waste in an Agency Environment
Transportation Unnecessary movement Moving images and files to different libraries with different naming conventions.
Inventory Overproducing Producing more content (copy, images, video) than what the requirements demand.
Motion Inappropriate sitting Content “sits” for a week without any one checking to see what the status is.
Waiting Delivery failure Waiting on images to be delivered so they can uploaded and then alt tagged. (Typically, multiple projects are in backlog.)
Over-Processing Performing unnecessary processing steps Outsourcing eCommerce work to a third-party. The third-party then produces multiple image sizes where one size was required.
Over-Production Producing more work or producing earlier Database information is beyond either the scope of the project or additional client requests.
Defects Rework Images are the incorrect size for the flash banner ads.

Johann Lohrmann Business KPIs Chutes LaddersOne symptom of not having clear KPIs is poor process flow.
It’s not “Chutes and Ladders.”

A strong process flow shouldn’t be a maze.

Here’s a (very simple) sample flow I use when building out a digital strategy for a website.

Johann Lohrmann Digital Strategy KPIs

Get your KPIs firmly established. Then, create the tasks.

Reason #3 Your KPIs influence the metrics and the analytics.

If you don’t know what the numbers are how will you know whether or not your work was successful? It’s the equivalent of covering up your car’s speedometer and guessing how fast you’re going.

Your clients want to know the numbers. They deserve to know. Choose your KPIs wisely and let them guide you.


  • A KPI is a metric directly related to a business goal. It is actionable.
  • A metric quantifies performance.