Marketing as Attraction vs. Marketing as Retention with Wayne Mullins

“Marketing is your ability to attract and keep customers. Most confuse the definition of marketing with the definition of advertising.” 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! About Wayne Mullins Wayne Mullins is 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’t focused on checking off items on to-do lists and completing projects, but instead, on getting results for their clients. Episode Highlights Wayne recommends one question for reconsidering your marketing in the new year. “Ask yourself what percentage of your budget is attraction versus what percentage is spent on keeping your customers and exceeding expectations.” The trouble with social media today. “Wall Street,” Wayne quipped. He’s 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 … “Most show up and throw up,” Wayne says of most marketers on social media. They’re sharing things but they aren’t really getting conversational when someone comments. This, again, gets us back to attraction versus retention and relationship building. What brand has made Wayne smile recently? As 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’s where he and his family were greeted with exceptional customer experience. Talk about investing in something that keeps customers! To learn more, go to uglymugmarketing.com. As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you’d 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. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Stitcher, Google Play, TuneIn, and RSS. Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and 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. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I’ll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices