How is Lauron different from other "marketing consultants"?

What makes Lauron's method so successful?

Many people call themselves "marketing consultants"--from telephone directory salespeople to specialty advertising representatives to even public relations firms. But, in truth, those people represent only single aspects of the total marketing umbrella. Marketing is much more complex, encompassing a wide variety of facets that impact the overall effectiveness and marketing landscape of your company.

Realistically, no single person or even firm will be proficient in every single aspect of marketing, but at Sonnier Marketing, we definitely take a broad, full-scope approach. In fact, that is the essence of what makes us different from the rest--and very valuable to you.

As a marketing consultant and advisor, Lauron Sonnier works with businesses and their staff to help them understand what marketing is and how it can be applied in the day-to-day running of a business to impact the company's effectiveness, image, identity, success, longevity, growth, and ease and speed of growth. This involves everything the business does externally, but also internally (a big distinction between Lauron Sonnier and other consultants).

So, unlike others who really do not fit into the "marketing consultant" role,  the Sonnier Marketing method, the SMAC method, is about integrating marketing into the day-to-day function of the business so that your company takes advantage of every marketing opportunity it has (and it has hundreds or thousands every day) to keep the company on a continuum of growth and momentum.

It's not just about creating stuff. It's about building the business--creating results by the way you do business day in and day out. (Yes, sometimes your business will be hit with hardships, sometimes because of external factors you cannot control. If you have implemented smart, continuous, integrated marketing, you will greatly minimize the negative impact of these events and your time of recovery. Your marketing will be all the more necessary during these times.)

The one component that most business owners think they can stick on the back burner is marketing. Costly mistake! And we usually hear about it after a lot of damage has been done.

So, that's where the SMAC method comes in--the method that is the basis for all of Lauron's seminars, trainings, writings, consulting, and products. It's what she has learned from working firsthand and in the trenches of marketing in a wide variety of situations for over 15 years. And, it's what can transform your business into a successful, growing marketing machine.

The 2 Key Concepts of the SMAC Method As Described by Lauron

Concept 1: Stir the Pot!
First, a little history: My mother wasn't born Cajun, but she could cook like a mad Cajun woman. Gumbo, etoufee, and sauce piquante were common cuisine in our home, and in every making, my mother invariably would say, "Lauron, go stir my pot! Lauron, don't let my roux burn. Lauron, go stir things up in the kitchen for me." And so that expression, "stir the pot," became emblazoned in my brain.

As an adult teaching and training businesses, owners, managers, and other entrepreneurs about effective marketing, I would often parallel my mother's mantra to marketing. Surprisingly, clients and class participants would start commenting on my "stir the pot" theory. They would call me and say, "Lauron, I need you to help me stir the pot. I need to generate some new business and like you said, Lauron, I need to stir the pot!"

And so "stir the pot" became a standard phrase for me because it was a great teaching tool. It's memorable, easy to grasp, and it creates a visual that helps people use it--all essential components of an effective marketing angle. (Tip for you! Write that down!)

So, what does it mean exactly?

Well, let's think about what happens when you don't stir the pot in real-life cooking. Things burn. Things don't get a good consistency. Ever scoop up gumbo from the top of the pot? Believe me, you won't understand why Cajun gumbo is so popular if you do that. You'll get a good glob of grease and onions. Not exactly appealing, right?

So, in simple terms: If you aren't stirring the pot in your business, you aren't getting a good consistency of inquiries, customers, and business. You're getting the junk that floats to the top, the stuff that comes through the door which may or may not be a good fit for you. You're missing out on the good stuff, that in an unstirred gumbo, just sinks to the bottom, or in this case, goes to your competitors who are marketing more aggressively than you. If you continue to let your pot sit without stirring, you get a gumbo--and a business--that burns and dies. 

To apply the Stir the Pot! philosophy in your business means to keep things moving. Keep your message out there. Tell people about what you can do for them. Ask what they need. Remind them of you again and again and again and again until they are so sick of hearing about how much they need you and how good you are that they have to take a taste (even if it's just to shut you up!). Keep up the consistency because only consistency sticks. Keep up the consistency so that you're getting the mix of clients you need because you've identified who they are, where they are, and how to attract them. Keep up the consistency so you have a steady stream of inquiries and people calling you. Don't just take whatever comes through the door because it might not be good, or enough to sustain or thrill you.

Concept 2: Smart Marketing Applied Consistently (SMAC)

Another concept you'll hear from us regularly is actually the acronym of our name, Sonnier Marketing and Communications, Inc. (SMAC). Only we use it to refer to "Smart Marketing Applied Consistently." That's the essence of the Stir the Pot! concept and everything we teach because that's what it takes to realize the greatest benefits of marketing.

Research tells us that the average person needs to be exposed to a message 7-9 times to "get it." Many things impact why a person does or does not pay attention to a message sooner. Among them is the fact that there are too many messages. By some reports, people are exposed to over 400 solicitations to buy per day! Then there's the question of whether or not they are interested or have a need for what you're selling. Personally, I'm not going to notice or pay attention to an advertisement for a divorce attorney, no matter how often it's thrown at me.

But, if there is a need or a want for what you're selling, and you're talking to the right buyers because you've accurately identified your target market, then they will notice--eventually. You have to be there when they need or want you, and the only way to do that is to be there all the time.

Marketing requires patience. It's a process, not an event. Smart Marketing Applied Consistently is the key to marketing success.

We'll teach you the principles and how to apply them. You just have to follow through.

Also see Marketing vs. Sales (no, they're not the same) in our Articles and Resources section.