Squirrel Marketing Episode 9 – Harley Davidson vs Honda…Turf Wars

Join marketing guru William “Bill” Bronson and successful sports podcaster Jeffrey Cooperstein as they dive deep into the world of marketing and chase squirrels in all directions.

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all right welcome to squirrel marketing podcast this is bill bronson marketing guru and i’ve got jeffrey the coopster cooperstein the koopster i added that uh sports podcast legend and we’re coming to you live here from empower brokerage yes it is uh insurance health insurance life insurance annuities brokerage and the cool thing about empower brokerage is that they can search the country for the best prices and they’re not tied to one carrier so it’s pretty cool yeah yeah empowerbrokerage.com if you want to check them out get a quote um our fine work see the fine work yeah a lot of a lot of hard-working people here so but uh today we’re gonna talk about harley-davidson and i was thinking jeffrey we would start doing some maybe case studies about different companies and take a look at history take a look at what’s happened yeah so that we can learn from it yeah exactly and you know with with big companies like harley and uh you know there there are so many different case studies that we can we can look at to to try to learn from and and try to take things from and implement that into into our strategy into your strategy so uh no it’ll it’ll definitely be fun i’m not a huge motorcycle guy but i know harley is one of the most recognizable brands in the world so yeah absolutely it’s got a rich history and we’ll talk about some of that’s very interesting and then one of the things that we’ll do after a while i’m not sure if we’ll do it next or we’ll do it after a few different companies but we’ll take a look at something called and you can google this before you listen to the podcast but it’s called porters five forces that shape strategy so porter’s five competitive forces that shape strategy so what we’ll do is we’ll take a look at these company case studies we’ll talk about them and then and then we’ll take that and make sense of it along the way as well as afterwards we’ll really dig deep into porter’s five forces uh theory and and how you can take uh your company or your endeavor and really create a good competitive strategy so you can move forward and and compete so all right let’s dig into it so harley-davidson little history um most of you know harley-davidson is an american icon um cool fact is uh they’re one of two companies one of two american motorcycle companies that survived the great depression interesting didn’t know that and uh oddly enough um both these companies kind of started in the same area so milwaukee and um it’s indian and harley and when do you think harley davidson started business when do you think they made the first made their first murder i know it was early it had what around 1910 close yeah you’re close 1901 is when uh a 20 year old named william harley and his childhood friend named arthur davidson uh they didn’t spend their time video gaming because they didn’t have any video games yeah they didn’t have those back then they spent their time in the garage making stuff and in fact one of them worked at a machine shop and uh i guess in milwaukee that was a big thing uh steel industrial yeah foundry and a tool and dye company and these kinds of things a lot of steel working going on a lot of factory stuff but man just the innovative thought these guys um there were a lot of hills i guess in milwaukee and or are but i guess the hills prompted them to get sick of walking up and down the hills and and sick of riding their bikes up and down the hills it’s a lot of work and they came up with the idea that maybe they would uh put a motor on on the bicycle or something you know and so william harley started tinkering around with designs for a small engine to power his bicycle and that’s why one of the first motorcycles looks like a bicycle with an engine on it i mean it’s just it looks very similar to one of those uh old ones well the nostalgic what do they call them the flyer or the the beachcomber looking about motorcycle the bicycle and um here’s another little cool little tidbit i mean i was reading about this and just everything started coming together for me because i don’t know if you’ve been around boats but have you ever heard of an evinrude motor no i’m not i’m not familiar with boats motorcycles any of these machinery because you’re a video gamer i’m a video gamer yeah i’m a sports guy you know that yeah i know the sports cat podcast sports podcast legend okay so no evinrude is um is a notable boat motor manufacturer i mean they make uh outboard motors and um i don’t know about the rest of it i didn’t do any investigation on evinrude but basically it’s a notable very well made motor and so uh olay evinrude was building engines for cars at the time in the early 1900s and uh and helped william harley design his motor for his motorized bicycle huh and so between uh william harley and arthur davidson and olay evinrude they produced this prototype motorcycle and entered it at a state fair race there in milwaukee and they placed fourth i guess this was in i don’t know 1904 ish somewhere around there so you never you never hear about the third guy behind the scenes it’s always harley and davidson but you never hear about about the third guy well there’s more to it though uh he just sort of helped out in the beginning um but he didn’t really stick with with the endeavor clearly yeah he did his thing um but the there’s two other davidsons uh involved and um i guess one was maybe a brother and one might it may have been a dad um but uh so there was a couple of different davidsons um anyway in 1905 so a couple of years later they sold three of the five motorcycles that they made in that shed in their backyard in fact they took that shed and it’s now they moved it to the factory oh it’s a nostalgic you know that’s awesome thing and they probably set up the tools and the old the old first motorcycle and all that in it uh it’d be it’d be really interesting to go to uh the harley-davidson museum there exactly in milwaukee yeah at their factory first factory now how do you think they decided whose name goes first on the brand um i think it was harley’s idea okay and then he designed the motor gotcha yeah that’ll do it because usually when you’re when you’re thinking of that kind of thing i would think alphabetical order but if you would say davidson harley that just doesn’t flow off the tongue like harley davidson does well yeah i mean uh phonetically it doesn’t yeah you’re right but no i think it was harley’s idea and he sort of brought his friend in on it and uh and i think harley was the driving force on a lot of it even though there were like three davidsons involved yeah that’s interesting um but so anyway they sold three out of the five and then in 1906 the year after they built a factory i guess the parents got sick of them using the garage and they sold 50 motorcycles so they went from three to fifty and then the year after that the year william harley graduated from college so he did all this while in college studying mechanical engineering so then he graduates college builds a factory and produces 150 motorcycles in 1907. wow yeah was that’s a lot i don’t think he had a girlfriend or partied or did much anything slept or eight or yeah that’s insane and that i mean that is that reminds me i was talking my son and you know i’ve been trying to over the years help him find some passion something he’s just really itching to get up in the morning for something he just looks forward to kind of like me in this podcast i really enjoy this but so it reminds me of that and he’s about the same age and i was thinking geez i mean if he could just find something like this to sink his teeth into and i think he’s close i think i think he’s close he really loves cars that’s awesome um and uh and so i was talking to him about interstate batteries and maybe working for that company and getting involved with their uh nascar team and yeah all that stuff but anyway that was a little squirrel um that’s why it’s called squirrel marketing i i guess so consequently i actually i looked i was gonna buy the website and i looked and there there’s an actual a company called squirrel marketing we’re not affiliated with them but anyway um so a little history that’s it’s a really interesting beginning um but what made harley harley what made the company successful from that you know um so the the thing i think one of the main appeals of harley is american made and i think a lot of people nowadays treasure american-made products and goods that you can find here in the states and because harley is that brand they’re basically they’re they’re an extension of america they’re a symbol of american freedom essentially and so i think that’s rare right now at least that’s where they’re really successful yeah actually um the the the fact that they are a piece of americana or american culture that really helps out in a couple of ways we’ll talk about in a minute um but the way they became that is interesting so uh fast forward a little bit to 1914 harley was dominating racing they got involved with racing they just loved the sport they they’re just gearheads they just love tuning the bikes and running the races and and um so in 1914 they made 16 000 bikes that year and that’s not i mean it’s nothing compared to now right that i’ll be making that a day but world war one was coming on and world war one is kind of the catalyst to harley’s immense growth i mean they just because the war effort the government bought 20 000 motorcycles from harley davidson for transporting between bases or whatever you know but on the battlefield so the military used motorcycles too the military really kicked this thing off because now you have these um veterans coming back from war uh really enthralled by this experience on a motorcycle and then they want to buy one too and so um so it was kind of involved and this was before vietnam when war wasn’t cool so you really kind of um idolized these guys who would sacrifice their lives to go off and fight for right for our country and so uh whether you agree with why we’re there or not these guys are still heroes yeah absolutely and and even in vietnam and even today um they’re heroes for their self-sacrifice no question but so that was sort of the start of it and then in uh world war ii they supplied like a hundred thousand motorcycles to the war effort to allies and to uh to our troops and by then they had those nice big ones you know the bigger more powerful motorcycles and they were winning races like crazy and um but in 1920 uh i got ahead of myself by 1920 though they were the biggest motorcycle manufacturer in the world period which was kind of launched by us here in america i mean we we um at least we made it cool now i would hope that since they invented the product that they would be the number one seller i’m just i’m just thinking well there were other people there was some there was some stuff going on in germany there was some stuff going on in japan and and uh and so there was a lot of innovation going on um simultaneously around the world with airplanes and motorcycles and all these kinds of things but um but we kind of we kind of made it a thing and um hardly dominated it then so in world war ii 100 000 motorcycles and then um again in the korean war so a lot of war effort stuff um it was really cool in hollywood absolutely so like so you had james dean on his motorcycle you had it all every everybody cools on a motorcycle you had uh peter fonda um and uh and these guys doing movies um about a motorcycle gang and all that now i i would never before you would you had said it i would have never associated motorcycle with the military when i when i think military vehicle i think big armored hummer tank you know i i don’t think small you know compactable vehicle that you know is unprotected essentially well have you ever seen indiana jones movies a long time ago so you remember the germans on their motorcycles with the little side cars yeah yeah yeah so they would shuttle their like like little cabs they would shuttle uh they would take an uber if you will back in 1920 an uber cycle so they would they would shuttle officers in the little side cars so they had a guy that would that would pick up an officer and rush him to the next base yeah or or there was other ones a little hot shot uh without a side car and they would take messages from one place to another i mean and and they were flying yeah so it was a quick way to get messages to places that didn’t have any kind of communication devices and you didn’t have cell phones back then so yes so but they did have the hard wired communication you just couldn’t do that 20 miles away right uh so you were i guess uh doing the the morse code or whatever um or taking taking documents on motorcycles that’s interesting you know from the general to the front lines or whatever so it was really useful however um not sure why this happened but in 1969 the year i was born they were bought harley-davidson was bought by american machine and foundry and they just about killed the company they came in with their new ideas about slashing wages and workforce and efficiencies and sounds all too familiar um yeah restaurants tend to do it you know you’ll have a great restaurant and then somebody will buy it and then they’ll do like portion control to the point where it’s so tiny and it’s horrible for people that you know used to like it um so harley man they were stripped down slashed the workforce they uh they cut corners on the uh the building line that the procedures they raised the prices as as well they were just trying to really strip mine this this deal yeah and take advantage of its status as being you know cool uh they almost went bankrupt and um in fact the the bikes had such a bad connotation in the market that they had nicknames like hardly drivable oh gosh that’s cringe hogley ferguson and uh so the hot the hog name which started out as a cool thing um there was a group of guys they called themselves the hog guys or something and later on hogg stood for the harley owners group but back then it was pejorative i mean it was uh it was a negative slur they call them a hog you know like it’s just gonna leak all over the place and um it’s even even to the point where when i was a kid probably in the early 80s um i remember thinking i i want a honda over at harley because i don’t want to work on it all the time i don’t want it leaking all over the driveway yeah and my dad even said and he had harley’s he loved them his dad bought him his first one in college and and uh loved harley’s but um he never said anything about it he never dispelled my my thoughts on it because maybe his did leak i don’t know so sin when they had that bad reputation what improved it what got them back to where they are now well what improved them is the exact same thing we’re talking about that we haven’t discussed yet which is the competitive part between harley and honda so so honda we’ll just jump over honda came in in the 50s and they had a little 50cc motorcycle i don’t know if you’ve ever seen the uh uh the wheeling elvi these uh people they dress up like elvis and they yeah and they ride these these little 50 cc motorcycles well a good friend of mine is one of the flying or wheeling elvi uh his name is drew he’s he’s uh he’s super cool but um you know harley made a comment back then in the 50s that they didn’t have to worry about honda because nobody’s going to buy that little thing and yeah so um they they thought they were beyond competition they were above it they were past it now which is a bad thing to get to if you if you get too confident in your industry and you think that you can’t be taken out you’re wrong yeah complacency is never good for sure so honda came in and um they started making a little bit bigger motorcycles by then in the 60s and um late 60s early 70s they had a more than a 50 i think they may have had like a 125 or or uh i’m not sure but they didn’t have any big ones at the time so for us they had a cafe racer style you know they had the for us ignorant people explain what the ccs mean it’s just the size of the motor uh for instance cubic inches gotcha uh 50ccs without looking it up i don’t know what does it mean cubic centimeters something like that okay um gotcha but um so 50cc is a small motor um 600 cc’s is a bigger motor thousand cc’s it’s a big old motor um the the police cruisers probably have a thousand cc or bigger motors so they can fly they fly yeah so the little 50cc it’s like a little mini bike gotcha um and when i was in high school my dad took me up to colorado and we rode motorcycles on the logging trails up in the mountains oh awesome and uh i had a one i had a 150 and he had a 125 hondas both of them something like that and and they were they were cool um small enough to maneuver but powerful enough to get up the hill and uh these were dirt bikes but so yeah so um here’s how honda here’s how harley fixed their problem first of all the company american machine and foundry started to realize what they were doing wrong they were like oh they’re like oh we’re really kind of screwing up here i mean their prices were their their sales were tanking um and so they sent their executives to tour the honda factory what are these guys doing that we’re not doing what is why is everybody saying that they want a uh a honda because the quality is amazing and they don’t want our motorcycles well that’s easy to see so they went and visited honda they talked to them and and honda and the japanese were very accommodating they um they helped him out they gave him advice they showed him things that they could do to improve now why would honda do that i think it’s an honor thing i think it’s an old traditional honor thing where um they were just gracious they were uh competitive but at the same time it’s for the good of the art for the good of the industry um they they helped them out because you know like in other industries let’s say for instance tech apple ain’t helping samsung or giving them any trade secrets probably not you know probably not so that that’s that’s a rare thing yeah but back then maybe not so much i mean you know you would find uh people helping each other and and they were competitors and um so then they would work together on something and then afterwards they would go back to being competitors just like people used to be able to get in the fist fight and not hold a grudge yeah or debate and then still be friends yeah that used to be a thing it used to be a thing it’s still a thing with me and my friends but for a lot of people um it’s uh it’s more narcissistic than it used to be and i think back then it was a lot more about helping each other you know and uh there was still cutthroat and there were still jerks out there i mean but uh the honda people were gracious and typically the japanese are they seem to be yeah anyway we’re not talking about the generals and stuff but we’re talking about regular people um i remember i took judo as a kid and the judo instructor super gracious super generous patient really kind person and and i think that a lot of the japanese are like that but anyway so they brought that stuff back they brought their um their tolerance um there’s a certain tolerance when you do manufacturing and it’s uh it has to do with uh the thousandth of an inch or whatever so they tighten their tolerances and an interesting thing happened harley started to give the people on their line on their production line more ownership of their job so they gave them incentives on quality and it was really interesting what happened because they they took more ownership of it they took more pride in it um they they had uh their production stamp they were pride they were proud of their production stamp and um so they were proud that this motorcycle came from them yeah well they started to institute that as a thing as part of the company culture and their quality went up and um i think that’s that’s a lesson that could be learned from you know for any company is is rewarding people for good work well this is a common thread when we talk about these other companies because some of the most innovative companies that we’re going to talk about began to treat their workforce with more respect more rewards stock ownership in the company or a share of profit you’re usually going to get more out of your workforce when you’re doing those kind of things yeah you share it you should if you if you’re going to share in the harvest with your workforce uh as a bonus structure or whatever and it’s transparent where you can see here’s where if we do really well as a group we’re all going to make more for christmas or whatever something it’s always beneficial for that but but so harley they really came back and they came they came back uh with a vengeance they um before the american machine and foundry sold the company uh they produced something called the liberty edition in 1977 which was uh sort of an american um it was a tribute and so their 1977 model was really a big big seller and but then they tried to follow it up with a confederate edition with all the confederate colors and flag and all that stuff it was pretty controversial even back then in the in the 70s late 70s but anyway so early 80s it was bought by some investors and they really these were these were harley lovers these these guys who bought it they just loved the brand and they’re the ones who created the harley owners group um and they were they started these rallies and and now you find these these motorcycle rallies with 100 000 people yeah you they’re crazy big it’s huge and in fact what we’re going to talk about here in just a second uh it’s it’s that’s what got harley through the problem with honda so early on honda helped him fix their quality problem but honda kept kept going and kept learning from harley how to appeal to more american buyers yeah so it really was a mutually beneficial relationship yeah absolutely but um but so honda started making bigger and bigger motorcycles great quality you know they started making them uh they looked the part they made like i mentioned the cafe racer uh they entered the the races and uh they were really starting to be a major competitor and they started coming into the bigger motorcycle industry um that segment of the market and harley had a big problem with it and um you know it’s funny how you underestimate your competitor and then they come around and bite you yep but it’s all friendly competition really there was no underhandedness about it they they were just competing with the best they could offer and i guess like i said earlier that’s a virtue that just doesn’t really exist very often in the business world no not at all i mean it’s uh there’s a lot of cutthroat stuff going on um but so what happened with harley that we’re talking about now is that really the quality problems really hurt them you know and they continue to have some some quality issues but what’s funny is they came out the other side because of not only their uh how they treated their employees and how the employees had some ownership going on uh of their of their position they had some some skin in the game there but also the harley owners group carried with it uh some revenue so you had the the harley gear and you had the membership and you had these other things that really kind of helped stabilize the the problem that harley had in their revenue so one thing i kind of wanted to get into was harley is now bigger than just a motorcycle brand harley is like a fashion statement it’s a t-shirt brand i think at one point they had restaurants you could even go into and eat at i mean harley became this this entire corporation this entire brand that is you know synonymous with america yeah absolutely um and really the only reason why they had a big problem and i guess this was um i don’t have the timeline on it but it was it was the 80s it was in the 80s um and so they failed to keep looking inward right remember when we talked about the swot analysis the strengths weaknesses opportunities and threats um that’s not something you do once when you’re forming your company that’s something you do all the time and at least once a year well yeah um but harley didn’t do it at all i mean they they it completely ignored their weaknesses and their threats and they actually felt like a lot of people a lot of company owners that if you just focus on your strengths and your opportunities you don’t have to worry about your weaknesses and your threats and that’s short-sighted there’s people who actually think that but if you look at your weaknesses you can work on them and turn them into strengths yeah if you look at your threats you can mitigate the issue prevent them from being a threat and find something involved in it that becomes an opportunity so you’re always trying to take your weaknesses and turn them into strengths and you’re always trying to take your threats and turn them into opportunities and so without looking at or or analyzing their weaknesses so they had a weakness of of quality and and they learned a little bit from it and and they started to help fix that but they had a threat which was honda and they completely looked the other way they were like okay these guys are in there in here um nobody’s gonna buy that stupid little motorcycle well they weren’t stupid little motorcycles forever turned out that yeah they started making bigger ones and bigger ones and nicer ones and the the more appealing designs and all of it and still had the quality right and probably uh without the tariffs and everything cheaper uh and eventually they were cheaper uh there was a there was a problem with tariffs and everything but but really harley started to uh become sort of a celebrity and i remember when you couldn’t really afford one i mean back when my dad had one you could and they were reasonably priced but then in the late 60s early 70s into the 80s they got kind of expensive it was like a rich person’s toy so it sounds like they went through this period of great prosperity and then when they were bought out it sort of went downhill from there and now in the in you know the last 20 years or so it feels like they’ve kind of reverted back to what they were when they first started well it seems like they’ve got some really smart people at the helm now and and um and they realized that we’re an ever-changing uh world um and in fact they um this started i guess it was in the late 80s or so but i wanted to talk about this piece where harley when honda started to really compete with them harley started looking at sending their motorcycles to asia you know to to china and trying to compete in that market and so they spent a lot of money on it and this was one of the problems that i’m talking about with them financially not only did they have a problem with honda being a major competitor and they didn’t plan it for it but they also decided to sort of attack back and try to break into the chinese market the only problem is they didn’t do their research very well first of all the chinese didn’t want the big motorcycles they were too heavy going to this monument and they needed to be maneuverable for the roads and the thing that for the for the job the job didn’t require a big honking motorcycle right um but also they had no idea the chinese government required the destruction of motorcycles after 11 years so yes the destruction right of motorcycles yeah there there’s no classics in china you don’t have a classic car you don’t have a classic crazy they destroy and recycle and so therefore they don’t have any junkers or whatever but they also don’t have any nostalgic pieces yeah that’s that’s that’s 11 years motorcycles destroyed crushed whatever and so harley had no idea and so uh they had to make lighter smaller cheaper motorcycles for that market because people weren’t going to spend a whole lot of money knowing that first of all uh they may be a long way from a shop to fix it right so the quality has to be there but it has to be small enough to maneuver and uh it won’t crush somebody’s leg but then cheap enough that within 11 years they got their usefulness out of it and it wasn’t so much more expensive than the ones they normally bought that it made sense well they spent a lot of money on that endeavor and so without the research right um but but now they’ve they’re back you know they’re back because uh like i said they have smart people at the helm and they planned ahead for the fact that there’s always change going on they probably do an ongoing analysis internally now and they look at the market they look at where we’re headed um they look at the fact that a lot of people don’t have tons of money to buy a motorcycle so they make it more affordable maybe some financing plans that are cheap you know maybe some cheap interest financing yeah that kind of thing so i think they’ve come full circle and now they are an american motorcycle legend that’s a great american story of how even you start a business and it’s successful and then it goes through a dip there’s always going to be peaks and valleys but if you get the right people in charge and you do the right things there’s no reason why you can’t be successful there’s no reason why you can’t be successful if if you have the right model you have the right product your products not obsolete you always got to look and make sure that you’re not in the vhs business you’re not you’re not you’re not renting videos tonight you’re not rolling well behind the time exactly um but then competitive analysis look at your competitors look at what people like do a survey give some stuff away and get feedback all this stuff matters and if you’re in the service industry find out what people like find out what find out from your clients what they liked best about working with you um and if you take a look at your weaknesses through either surveys or people who will be honest with you about your presentation maybe maybe you were a little short and abrasive maybe whatever maybe they don’t like your beard i don’t know whatever you got yeah you got to look at what people like and don’t like about you or your service and you got to look at your competitors and see how they’re doing it but that’s all the time we’ve got so that was a good one yeah harley so next time we’re going to talk about uh either apple versus samsung nokia motorola etc or we’re going to talk about fujitsu who many of you probably don’t have a clue why or how they’re a powerhouse in the industry right now sounds good to me alright till next time see ya you

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Squirrel Marketing Episode 3 – Action Plans

Join marketing guru William “Bill” Bronson and successful sports podcaster Jeffrey Cooperstein as they dive deep into the world of marketing and chase squirrels in all directions.

Squirrel Marketing Youtube Channel

https://www.youtube.com/channel/UCPkNjVRe5aD-JZwE6Beh8UA

Squirrel Marketing Podcast Page

https://squirrelmarketing.buzzsprout.com/

This is Bill Bronson and my trusty sidekick Jeffrey Cooperstein hello this is squirrel marketing where we fill your brain with all kinds of useful things and some not so useful let’s kick it off let’s go well cool so we’ve got a new microphone we set it up right it’s a blue yeti that’s cool so uh what are you thinking about well i um the first episode we were talking a lot about the swot analysis but we talked about what was marketing and the second one i kind of forgot we talked about a swot analysis so we talked about the swot analysis yeah and then we kind of added to it yeah so i guess which is fine but um you know i thought i was thinking about the swot analysis and a lot of people are confused by how to do it they can’t really do it well and so they may not do it at all you know if they don’t fully understand it right so what i did and what i recommend that people do is google it i mean just type it in the search engine how to do a swot analysis and look at examples yeah um but i went ahead and did a hypothetical one like for an insurance person and um and it was interesting i i actually reminded myself of some things and so like on the internal stuff the strengths part i i put top contracts with major carriers a good core group of management team spirit of helping others work ethic we’re friendly that kind of stuff yeah and weaknesses we don’t spend enough time planning we don’t follow the plans that we do make uh we’re inconsistent in our direction lack of capital you know the office is in a bad part of town that kind of stuff gotcha now external uh opportunities and threats i put and this is all hypothetical right but i put expanded retail opportunities like with stores maybe kroger hebs cvs whatever a new shopping center going in across town so there may be some opportunities to get a storefront there Medicare supplement plan f is going away that may help us have a reason to reach out to the community and to help them replace it with something else or whatever so these are that’s a fiat opportunity if you told john it was going away he’d tell you it’s not going away it’s only going away for people who haven’t turned 65 before january i believe first of 2020. that’s if you want to nerd out i believe that’s the future we’re not nerding out we’re using it as a a reason to reach out to people so these are they’re not necessarily gimmicks they’re what do we call them um moments there are opportunity moments there’s things that happen that compelling events is what you call it compelling events so for instance like um if your doctor changes from cigna to humana yeah that’s a compelling event that compels people to change from signature but then they need a special enrollment period for that don’t you or no uh that may qualify for a special enrollment period yeah i mean if your doctor changes plans yeah um but anyway so compelling event is what that is um and you could nerd out on it if you wanted to or you could just use it as an excuse to reach out to people yeah and i find that the most successful sales people don’t need much of an excuse at all yeah to reach out to somebody um but if it’s a toe in the door if it’s just a pinky toe in the door that’s all they need that’s all you need absolutely it just it cracks the door open a little bit gives them a little bit of an excuse to say hi uh to give somebody some free information or something and that opens a conversation so it’s like an icebreaker but finishing this this example swot analysis on the threats part i put something that is a huge problem right now and that is that walmart yeah one of our biggest retail opportunities opened their own insurance company to compete with the people that they were partnering with yep it’s isn’t that crazy i can’t i don’t know that i would ever buy insurance from walmart but some people will and um so yeah that’s a threat um i don’t think that it’ll go away i don’t think that they’ll say all this was a mistake i think that these businesses like walmart and uh especially amazon and google are they’re absorbing market share going into other markets uh we’ll talk about alignment in strategy uh at some point and they’re going into horizontal markets this is a horizontal situation for them that’s not going vertical right i mean because walmart vertical it would be merchandising uh it’d be no they’re just going straight in tires yeah no they’re just hopping to a different industry altogether and just stealing stuff you know basically and i don’t understand why a company would segment that far i mean amazon started doing it but amazon never really did have a niche anyway except they began with books you know the kindle just past that yeah they quickly became a platform for every industry so by becoming a platform for every industry then they diversified their focus that way right and then of course you know then there’s the uh the old uh let’s compete with everyone who’s doing business with us and shut them down or buy them essentially that’s really crazy but that’s why jeff bezos is like probably the richest guy on the planet so it’d be nice to be him i don’t know i don’t know i don’t i i don’t know though it’d be nice to have his money they would it would they would yeah i i don’t think i would be the kind of person who would want to go into every industry and strip mine it yeah i’m not that kind of person i want everyone i actually like people around me to be successful yeah i like to have friends who are successful at their thing that i don’t have a part of you know and um and i like to be around people like that i don’t want to be the guy who shut everybody down and now i’m king of the world that’s just narcissistic but so uh we talked about the swot analysis and we talked about a vision statement last time and i was listening to it and i was thinking you know part of this that most people won’t really understand what to do or how to do is to define their market a lot of people and we don’t have to spend much time on this because defining your market is pretty simple who are you going to help what are you going to give them yeah with what yeah and what are you going to give them so don’t be afraid to focus though i think a lot of people feel like they have to be a jack of all trades and this comes from a lack mentality and be very careful about making decisions based on a lack mentality because if you say for instance like in the insurance business i offer everything under the sun related to life and health insurance everything medicare everything health dental uh life annuities i’m a financial planner too you know what do you sell wedding dresses and manure as well i mean right because seriously uh there’s two mindsets on this um one that i’ve heard which is offer everything because you don’t want to send your clients to anybody else and the other is specialized and let other people earn their living too and i think there’s a huge benefit to specializing while having access to other specialists under the same roof that’s kind of over again that’s what we do here and but we promote something different which is weird we promote that you have uh you be able to help everyone with anything they need but what we actually practice is that we have specialists under the same roof right so what i would tweak it a little bit i would like to tweak it a little bit is to say recruit a variety of people who want to specialize in the things that you don’t want to specialize in let you specialize in what you love and have your team come in and help that client with things that they need so that your agency provides a well-rounded service but you have specialists who can focus and that’s i’ve seen that happen i’ve seen that be very successful you know but you can you can be an expert in a variety of things um just not very many yeah you know so i don’t think you can be a financial planner and be really good at medicare advantage no no absolutely um but anyway so what does that what do you what does that tell you do you want to go into that i didn’t yeah no i think that’s good i basically the whole idea i had for this in general was me just shepherding the conversation and you being the expert dissecting okay you know give me a scalpel yes you need a scalpel real quick i’m sure yeah so um all right well with that in mind um i think the next basic thing to think about is the action plan because we talked about the vision we talked about a swot analysis yeah so you need the swot analysis so that you can analyze where you are now but i think most people are more excited about thinking about the future how are we going to do it yeah so that’s called an action plan and typically that’s where you look at where you are now and where you want to go and in between those two points a and b that line that goes there whether it’s straight or wavy that’s what an action plan is how do you get from point a to point b and an acronym that i learned uh that’s really interesting is called smart so so your action plan has to be smart your goals have to be smart and uh that’s it that has a double meaning of course and they need to be based on intelligence um but they also need to be as the acronym says specific measurable actionable uh actionable reasonable and time bound yeah so for instance um specific we will place two we will place facebook ads measurable might be we will place two facebook ads yeah you know actionable uh we will place two facebook ads with a large budget you know starting tomorrow reasonable we will place two facebook ads with a 500 a month budget and then time bound when you wrap it all together bob will place two facebook ads a and b that we decided upon in the meetings with a 500 a month budget beginning october 15th evaluating effectiveness each monday until december 15th so i mean you go from here’s here’s the action plan um and that’s just a little small piece of it but you’ve got to develop it to the point where you know exactly when it’s going to start who’s going to do it what kind of resources are you putting into it um all of it yeah and so it takes time to do that and it got me thinking you know a lot of people a lot of people they fail forward have you ever heard of that yeah and that’s great uh it’s better than being stagnant not doing anything right exactly but failing forward a lot of that kind of means that you just you just put the effort in the raw effort you just do and then you somehow make it yeah well that’s kind of goofy i mean when you think about it it’s better than uh being stagnant but it’s a ship without a rudder you’ve got no map you’ve got no direction yeah you’re kind of just experimenting you’re not steering right and a lot of people do that and they do it all the time and they become a habitual non-steering effort person and i call that running towards income and i did that for so many years i did it um i was running towards income i had no idea how to get there i didn’t know how much income it was going to be all i knew was i was going to give it everything i got every single day as much time as i can put into it yeah and it caused me to be kind of a workaholic and even to kind of forsake my family yeah and to be annoyed when i had to stop for dinner or that kind of thing right because i had no goals i had no plan all i knew was i was going to work as hard as possible perpetually and that’s really difficult over time where is you down so i developed something when i was in the mortgage business and i i backed into my effort i backed in to what effort it would take to make what i need to make and i did that through with math because math doesn’t lie right so so i looked at it um what does it take for me to earn a dollar right and so i determined it’s uh say for instance uh 10 appointments i get 10 appointments for 100 calls so my closing ratio on appointments is 10 right and then i get two sales for every 10 appointments that’s a 20 closing ratio on sales to appointments and then i knew i made 400 bucks a sale let’s say i made a whole lot more than that on on mortgage but for the sake of this so if i know my gold for the month let’s say is eight thousand dollars and if i make 400 a sale that’s 20 sales so 20 sales is 100 appointments 100 appointments is a thousand calls so if you do the math 1000 calls divided by 20 working days is 50. that means i can make 8 000 a month based on the numbers now these are numbers that you get from your actual numbers right so you go back like three months and you calculate how many calls did you make each week how many sales how many appointments how many how much money was that you divide it all in and you come up with this ratio this formula and then you put that formula in here and you say okay based on what i just told you i gotta make 50 calls a day five days a week and based on the ratios i’m gonna make eight thousand dollars so now you know if you’ve made 60 calls today um or let’s say 60 conversations because i don’t like calls those can be voicemail but so now you know 50 is going to make you the money so if you’re at 60 you can stop for the day you can go have dinner and play with your kids and wait for tomorrow and live your life right so and if you think about it you can do 50 calls kind of quick well 50 conversations takes all day yeah yes you’re right yes absolutely um but you’re segmenting your goals because the calls you want one thing you want the calls to turn into conversation right so if someone answers your only goal is to turn that answer into a conversation well then once it’s a conversation then you change your goal right there on the fly while you’re talking to somebody because now that conversation you’re wanting one thing from that conversation and it shouldn’t be a sale you’re wanting that conversation to turn into an appointment yeah so you’re giving someone just enough of of a lure you’re giving them just enough meat you’re giving them just enough to hit that goal because if you lay someone laid on somebody really thick and they just answer the phone and your only goal is a sale you’re going to lay it on way too thick their wall is going to go up and you’re not going to make a sale in fact you won’t even have an appointment they’ll shut you down really quick so when you first call somebody this is not marketing this is sales now this is you’ve got to turn that call into a conversation you’ve got to turn that conversation into an appointment that appointment so it makes you the sale so you back into it and most people don’t do that most people run towards their income they have no idea what it takes they don’t do the math and they work too much they burn themselves out and what’s funny is most of the really truly successful people i know back into it yeah i mean success takes time and if you look at it they back into it and they look like it’s effortless because they don’t have to bust their butt all day long yeah they’ve done their thing now it’s time for them now it’s time to go to the gym now it’s time to go to dinner watch a movie with the kids they’re not worried about work right because they’re working their plan period and so it looks like man you’re making 300 000 a year and you don’t look like you’re working that hard but i know the other side of it i know people making 300 000 a year that never stop working right they’re divorced their kids don’t know them they can’t use their money for it’s so it’s horrible because they never made a plan right there’s not something fundamentally wrong with them they just didn’t do the math they didn’t work it right you know it’s funny uh my wife we were putting these lights on the pergola on our back porch and so she just buys them out of the blue no research oh it’s totally opposite from me yeah so i’ll research things to death and then i’ll order the best thing right no no she looked it up she’s like i like the way those look bought them and then so um i saw these boxes when i got home that i’m supposed to install or she didn’t say that she’s gonna install them but but her back kind of hurts and so i’m like was your backstarting why do you think you’re gonna be installing these so let me help well so she’s out there no plan not a plan these are okay it’s a static length these things are 50 50 or 60 and 60 feet long and the pergola is a certain dimension right so the pergola is 10 by 14. and these things are 60 feet long yeah well if you’re angling how you’re going to string them that’s not 10 feet that’s probably 11 feet so you could even kind of estimate but you still got to do the math right and so i kept telling her you don’t know where to start you don’t know where you’re going to end up and we’re hammering these big old brads into this wood and i’m like we’re going to have to pull these brass back out and move this thing around as you figure it out we’ll just do the math i have a i’m a measuring tape let’s do the math anyway so she got on this kick kick about teasing me oh let’s just do the math well so what happened was she went and got this chalk you know the kids chalky draw on the sidewalk yeah she eyeballs it she walks over there draws an x on my flagstone which oh it irked me because i just finished the patty you just put it so she draws these x’s on my flagstone our flagstone but you’re flagstaff yeah so she draws these x’s and then she just sort of lays this thing out oh willy-nilly and she’s like okay that’ll work i did the math like no you didn’t even use a measuring tape i mean you didn’t you don’t have any clue so when it was all done it worked out to the inch perfect and i was that’s not good because i mean you know it didn’t make my point right exactly it worked but it didn’t make your point it worked i ended up being wrong she’s always right and it looks great but anyway all right so what do you think what else do you want to talk about what are you doing this weekend not a thing nothing watching football you look tired i am very tired yeah why would you start gaming last night no i wish i the whole like weather mood oh just drains me so yeah it looks like it’s 5 a.m outside it’s dark and it’s not right now it’s 9 45 and um no sun it’s just rainy and nasty outside so good time to plan though absolutely that no those these are the best cleaning days good time to sit down and plan and i recommend people just take a piece of paper and dream think about where you are now and then put that behind you say okay that’s where i am now that’s a great idea what do i want my life to look like next week next month in january in june and kind of say you know be realistic and that’s the easy way to do it you don’t have to memorize these acronyms or anything just say okay by this time next week i want to be you know rolling out of bed doing 50 crunches right they read it every morning on the weekdays and then just make that little thing happen it’s kind of like those facebook ads i want to i want to decide on and place two facebook ads i’m going to set it for a 500 budget for the for the month and i’m going to do that by this time next week set that little goal and do it if you’re moving forward that’s a good thing and then as far as your effort level goes uh if you have leads to call or uh you’ve got something measurable i’m back into it yeah i understand yep so hope everybody enjoyed that little tidbit we’ll think about next uh next time and we’ll see you then and we’ll see you then have a good weekend see ya you Up next

Squirrel Marketing Youtube Channel https://www.youtube.com/channel/UCPkNjVRe5aD-JZwE6Beh8UA

Squirrel Marketing Podcast Page https://squirrelmarketing.buzzsprout.com/

TopLocal.org is an advertising co-op grass-roots movement to help locally-owned businesses develop a non-competing group of business owners in a particular zip code to increase traffic and sales. https://www.toplocal.org/

The Mortgage Millionaire Book – Sales and Life Strategies That Can Take You To The Next Level. https://www.barnesandnoble.com/w/the-mortgage-millionaire-william-b-bronson/1115389914

Squirrel Marketing Episode 1 – Marketing Defined

Join marketing guru William “Bill” Bronson and successful sports podcaster, Jeffrey Cooperstein, as they dive deep into the world of marketing and chase squirrels in all directions.

Squirrel Marketing Youtube Channel https://www.youtube.com/channel/UCPkNjVRe5aD-JZwE6Beh8UA

Squirrel Marketing Podcast Page https://squirrelmarketing.buzzsprout.com/

I know one of the main topics that you and i wanted to talk about was what does marketing mean because i think people have a misconception as to what marketing actually means, like when you’re going to apply for a job or you see it you see a job title and it says marketing specialist or it says marketing director and i think people just have a different perception of what marketing means versus what it actually means. Yeah absolutely they do it’s a big pet peeve of mine so a lot of times people just throw the word marketing out there to sound cool like you go through the job boards and find a marketing job usually it’s a marketing manager or marketing manager in training or all kinds of these things and they don’t actually mean marketing at all a lot of these are misleading so what they mean is sales they’re saying marketing but they mean sales and that’s one of the big misconceptions people have had for years is the the marketing sales are somehow synonymous and they’re not so marketing just to define it is everything that happens up to the point where you’re talking with a client basically marketing is the groundwork for the sale it draws the person to uh to the the ball field where you right play the game so uh so when you when you talk about attracting that people to uh to your store or to call you or whatever it takes to get them either on a phone or in person with you that’s marketing and that’s why i say that marketing is for life it is it’s everything about life if you’re promoting yourself your marketing uh you know if you’re trying to get a job everything that happens up to the point where you’re sitting down in an interview you’re marketing yourself to get that interview yeah you know so uh business is the same way and you know when i was growing up as a kid my dad used to uh he really liked i had a lot of respect for al banker and uh al baker was a flamboyant uh master marketer master marketer and he did it with race cars so he got in this hobby with his son to do something with his son but also help promote the business and they sold property and casually insurance and and so they sold car insurance and so he had these formula one race cars and they would work on them and they had uh some garage bays right there at the agency and people could drive yeah people in the the bay doors were um plexiglass or whatever so you could see there you could see the cars and um i mean those are expensive cars now oh yeah yeah and they’re tiny they’re a lot smaller than you think they might be but um but anyway so they would pull them out uh every now and then and and people would crowd around them to see them and then and it was just a lot of fun they had a great time with it and um and he’s a he’s a personality larger than life you know so my dad used to tell me about how he he promotes himself and does a great job of it and he said well you can’t be in a clock you could be the you can be the best at your job you can be the best in your industry but if you’re in a closet and nobody sees you they’re never gonna know yeah it wouldn’t matter no you have you have to get yourself out there you know one way or another whether it’s right with cars or some form of advertising i know you know the big thing right now is is social media and that’s how everyone’s really trying to get their word out there because it’s you know essentially free and and all you have to do is press a couple buttons hit post and you’re out there to the world yeah and that that actually goes down into a big big rabbit hole um of a squirrel’s death squirrel yeah on what not to do on social media uh you can be so annoying that you’ll make all your friends defriend you oh yeah i’ve had to do it but but yeah maybe we’ll talk about that at some point but uh but yeah so you have to promote yourself you gotta you gotta um uh you know what my dad used to say uh teach your own horn you have to publicize that you did something that’s the whole uh thing behind press releases yeah so your company did something cool why is anybody gonna know about it well you gotta tell people about to tell people that’s the press release and so the press release is the notification that you did something and it gets it out to the public it publicizes what you did so and that’s part of marketing um awareness is a big part of marketing brand awareness but yeah sales is not part of marketing it’s it’s just not and i i’ll argue with anybody who thinks it is you know i know when i was when i was looking for my first you know jobs out of college and i saw all those marketing and training kind of things and i you know i applied and interviewed for a couple of them and then you know the second you go into the interview they tell you what it really is and it’s it’s not marketing yeah yeah you’re going to be going door to door with a clipboard and you’re going to be promoting uh solar panels or uh you know tv cable i know one of my friends actually fell for the the scam unfortunately so he was hired on as a marketing specialist and he was selling car wax at a gas station yeah so the cans of this special formula stuff that and they’ll walk up to your car and spray it on your dirty ass car yeah and then they’ll just proceed to rub it in there and and then say oh it doesn’t hurt your paint i almost punched a guy away he walked up to my dirty car my dirty brand new car it was a um it was a mitsubishi montero black it was it was metallic black beautiful beautiful that was my mercedes man that was awesome that sounds like a nice car i’m not i don’t want a huge car guys 2002 and it was 41 000 so it was it was up there it was a nice vehicle for me especially we never had anything that nice and so we get back from colorado and it’s all dirty with road dirt and i pull into the gas station and this guy walks over sprays something on the side of my brand new vehicle and proceeds to rub the dirt and because that’ll make the dirt stay in there right well um i i don’t know about cars so i’m speaking for many things but i know what i think and i know what he said so but you know what i think is that anytime you rub dirt on paint um it’s going to scratch the paint yeah and what he said was no it miraculously jumps under the dirt between the dirt and your paint and your paint and it won’t hurt it um and i don’t see how the physics would yeah that doesn’t quite add up to me it may mask the scratches that you just put in my paint but you put scratches in my paint right and you i he started tripping over himself backing up backing away from me i’m sorry sir sorry sir and then he dropped his can and the uh the top popped off the top of the train and it started spewing around in circles like one of those fireworks no yes and uh so i’m at this gas station there’s tons of people there there’s this kid like i’m sorry about it yeah and so and it just the can drops the top pops off and this can spewing around in circles i think it fell on a it fell on something and broke the yeah it’s about anyway it was it was comical and my wife was horrified because this whole commotion she thought i was kicking his ass and i was not fighting this guy i was in his face but then all this commotion was going on with this spray can going around in circles and people were congregating it was pretty funny um but um yeah he was a marketing specialist god yeah that’s the biggest fears that i just that’s what people just really need to know going into the workforce is that just just do your research on the jobs in the company and and all that because if you don’t and you know you end up accepting a job that you didn’t sign up for it yeah so you know so okay so let’s say you’re you’re young you’re in school or you’re just out of school and you uh you want to get into marketing that’s maybe what you went to school for even um don’t even go to the interview ask what are the duties yeah behind this job and if they won’t tell you then then that’s a red flag yeah then you won’t go absolutely um but here on our marketing team um you know we we uh we craft email campaigns we write posts we you know we help customize and produce flyers and banners and brochures and all those kinds of things and these are marketing materials mixed with some some formulation of campaigns that those materials can be used with by sales people i mean that’s that’s to help promote their business that’s really what a marketing team is there for is support to help the sales people with whatever you know they really need to make it successful yeah or companies when i consult with companies on a marketing basis it’s okay tell me what’s going on right now what is your experience right now and then we talk about what are your resources what are your capabilities what are your goals yeah you know not yet but we talked about what’s now first you know what are you good at what are you not good at um how are your sales so all that and then we start talking about well what do you need to happen that’s that’s next that’ll be goals i guess part of it and then we talk about what’s your vision for the future what do you envision happening what is your if you could close your eyes and dream the the perfect path for you or your company or your business what would that look like and so uh the first thing in marketing is to paint the picture not only of uh what needs to be but what is so we want to get from point a to point b we want to get from what is to what could be and in order to do that we use what’s called a swot analysis and we can get into that more deep but swat stands for strengths weaknesses opportunities and threats so on the internal side you look at strengths and weaknesses you look at what what you do well and what you’re going to do well and then you also look at your resources what resources do you have and what resources are you lacking and that can be knowledge it can be human resources it can be financial it can be equipment it can be all that so then you look at you know your vision and the biggest thing about marketing is uh to get the person involved the person like the sales person or the business owner uh as a business owner or a sales person you need to know what you want things to look like and be careful what you ask for because you might get it yeah you know no i i know a guy he really really wanted a steady stream of customers and i said is that really what you want do you want a steady stream of customers and we made it happen he had a steady stream of customers and hated life because he never had any free time and he was the expert so he couldn’t hire it away it was not something he could delegate and he never had any free time and he’s like i have too much business and so then we had to figure out what to do with that too much business huh too much that’s a thing well yeah and so there’s there’s lots of things we could have done differently we could have uh raised his prices which we ended up doing um we could have marketed to more exclusive uh segment of of the market and made it to where he made more money with less traffic but i think it was fun just to see the whole process work to bring in a steady stream of clients and i know it’s like it’s different for every company but how long would you say a marketing transition like that would take well that depends on the money i mean if you got money uh you can make it happen in short order right but anything lasting any lasting change it takes time to build it um and there’s really no shortcuts in life um there’s either buy it and it’s short-lived or build it and that lasts forever yeah and building it takes time so um with like for instance seo when you’re trying to get on the search engines and you’re trying to write content it takes time so you want web traffic there’s organic and there’s pay-per-click well pay-per-click there’s no lifespan on that it just it dies as soon as your bank account stops paying it you know um but organic it can take 18 months to just start seeing it yeah and what we did we were writing um an article a day on five websites every single day and it was optimized it was the whole thing and we’ll talk about seo at some point but it was 400 words it had a video it had all kinds of stuff and so it was optimized for search engines and we did that every day for every site for 18 months and we started to see an upward trend around 12 months and then sometime around 24 months we were getting 30 40 hits a day on a regular basis and when we had something happen that’s kind of stopped that flow of new content then we kept getting 30 or 40 hits a day from a long time after that so so it’s like um it’s like a diesel engine you get it started it’s just gonna run yeah yeah i mean that’s that’s really the key i guess not even just the marketing but to anything in life is that you know anything worth anything takes time to build yeah yeah definitely like even uh getting married you know if you put the if you put the work in i’m not there yet you put the work out you get to know somebody and you build a relationship with them it’s going to last longer than if you just met and said ooh you’re hot let’s get married and people do that and people do that all the time you know but um so yeah so marketing is uh everything that happens before the sales presentation happens so that’s for all you sales people out there you heard it from the guru himself that’s right all right well i think we’re done for our first episode here but uh you can find our podcast squirrel marketing on wherever you find your podcast we will be everywhere until next time.

TopLocal.org is an advertising co-op grass-roots movement to help locally-owned businesses develop a non-competing group of business owners in a particular zip code to increase traffic and sales. https://www.toplocal.org/

The Mortgage Millionaire Book – Sales and Life Strategies That Can Take You To The Next Level. https://www.barnesandnoble.com/w/the-mortgage-millionaire-william-b-bronson/1115389914