The Best-Kept Secret | Weekly Report for July 29, 2022
The Best-Kept Secret
Have you ever heard anyone describe their company as “the best-kept secret of ________?” In my 30 years in the marketing biz, I absolutely cringe when I hear a biz owner or a staff member say those words. Sometimes it’s said in a kind, self-effacing way. Other times, I’ve heard people almost boast about it.
“Our restaurant is the best-kept secret in New Orleans!” a server told me recently. I sighed. How sad. Your claim to fame is that you serve good food, but almost no one knows you exist. We were two blocks from 10,000 people walking down Bourbon Street, and there were only four people in the place.
What exactly makes a business “the best-kept secret?” Merriam-Webster defines a “best-kept secret” as “something very good that not many people know about.”
Sure, there are hidden gems tucked away that genuinely do not get the recognition they probably deserve. But I can’t help but think how this type of thinking is so detrimental to the success and long-term viability of a business.
If you sell a great product or service, why keep it a secret? I call this thinking the “Field Of Dreams” mentality — “if you build it, they will come.” Well, I’ll let you in on a little secret — that’s simply not true. If you build it, they won’t come unless they know about you.
No one in the history of mankind has ever bought a product or service they’ve never heard of. My late, great friend Harry Garmon taught me that. And Harry was spot on. The difference between “making ends meet” and big sales is letting the secret out.
There are a lot of tools in the marketing tool bag — TV, radio, direct mail, billboards, social media, PR, collateral materials, signage, etc. Picking the right tools to get the job done is only one step, but changing your mindset is the first step. If you know a biz owner who doesn’t want to be “the best-kept secret” anymore, I’d like to talk with them. #FreeAdvice
And speaking of secrets, I have one, but you’ll have to wait til next Friday for the BIG NEWS!
MONDAY MORNING MADNESS
On Monday, we welcomed our newest Account Executive Nicole Collins! Nicole brought her spunky spirit to our Monday Morning Meeting where she met the other Madison+Main-iacs. She said she was happy to be around other grown-ups instead of her four-year-old, but what she doesn’t know is that we’re all kids at heart. We’re so excited to have you as part of the team, Nicole! Her headshot is coming soon, so you’ll just have to use your imagination (or LinkedIn) for now.
Speaking of our team, we also celebrated Communications Director Kent Brockwell’s sixth anniversary at Madison+Main. I like to say that Mr. Brockwell actually celebrated his birthday since he was reborn as a Main-iac. Thanks for sticking around and putting up with me, Kent.
BUSINESS AS USUAL
DYK: Virginia is ranked in the top three states for business? The recent news about our state’s workforce links back to how highly ranked our education system is — settling in at second-best nationwide. But as any business owner knows, there’s always room for improvement — statewide or on a local basis. We might know a place to start…
BIG DAY FOR MAIN-IACS
On Wednesday, Account Manager Allison Nida celebrated another trip around the sun. She took the day off on Monday to do her favorite birthday activities — taking a trip to Target and taking a nap. Our gift to her today was our Question Wednesday question, “What’s your favorite meal in the summer?” Since she loves cooking so much, we figured we’d give her some recipes to try. Happy Birthday, Allison!
Also on Wednesday, a few Main-iacs met with our client VCU Development & Alumni Relations for their Discovery (DISCO) session. We went over all things branding — mission and vision statements, logos, target audiences, and much more. Overall, it was a big success. Senior Art Director Carissa Ghaffari even managed to get some of our own VCU alumni to share their student IDs as a blast from the past to celebrate.
COPPING A WIN AT CORE
On Thursday, the team met with one of our newer clients, the Chesterfield County Police Department for a CORE facilitation. Their squad and ours collaborated for four hours to uncover what is at their brand’s core and who their core audiences are. They were such troopers during the whole thing — providing us with some great information to move forward with for our upcoming projects.