Labor Day Realization

Over this past Labor Day, I was lucky enough to get to spend time with some good friends and family. A BBQ or two, some good college football and a few cold beers made it a great time.
But while I was enjoying these cold beers, I got involved in a conversation with a fellow imbiber. He was drinking a Bud Light and I a Coors Light. So inevitably the conversation turned to why he chooses that particular brand. He says that he likes the taste of Bud Light over Coors Light. Fair enough. However, the advertising wars between these two brands (as well as Miller Lite) have gotten to the point of ridiculousness! Instead of focusing on the product, they now focus on differentiating themselves through packaging only!
Coors now has the label that turns blue when the product is cold. Miller Lite has the vortex bottle that supposedly pours the beer faster. Seems pretty sad that they are now focusing on the packaging and not the product itself. I believe it just keeps putting them deeper and deeper into the commodity business in and industry that is flooded with competition. Don’t get me wrong, all three brands are significant revenue generators for their respective companies, but it seems original ideas are becoming more and more rare. I believe they should focus on the brand loyalty aspect to their products and reward those brand ambassadors that faithfully purchase their products and positively review it.

Sheep…mere sheep!

Corporate America is killing innovation…by setting up simple rules…

I was speaking with a friend of mine the other day who is the local manager of a well known retail store. She is a very smart, articulate and driven individual. She is definitely an asset to, not only the local store, but the retail chain as a whole. Her and I got talking about some new marketing tactics that would be incredibly beneficial to her market and the company. Now with anything new, there tends to be a barrier or two. But, after further discussion, she came to see the value and how it would be useful to her.

Later in the week, I contacted her again to see how we could implement some of these tactics into her marketing mix. Unfortunately, she had an additional rebuttal that really shows how large corporations miss out on significant opportunities because of little trust, foresight or courage. Her corporate office has a strict policy about the employees in the field following their strategy to the letter. I understand why these policies are in place since there needs to be a consistent message across various geographical locations and target markets. However, many opportunities can be uncovered if management out in the field is empowered to make decisions that can increase sales, market penetration or brand equity. In fact, these changes can be small trials to see if the initiative can roll out to the rest of the stores.

I wonder why corporations don’t want these kinds of things to happen…are they scared, lazy or just power hungry? Seems like silly excuses for potentially positive changes to your organization.

I am “just a student”

Well it has been a few months since I have submitted a post. After being laid off I have actually been pretty busy with a variety of projects. In addition to performing some contract marketing and design work, I have also been involved in a variety of projects including a couple non-profits, my alma mater’s Board of Governors and several local business associations. I also have been lucky enough to get back into the academic world by taking a few classes in Graphic Design. What happened in one of my classes last week is the topic of my post today.

It’s the first day of class and everyone has a little trepidation. To try to alleviate this, the professor has everyone go around and state who they are, why they are here and what they want to get out of class. Most of the students communicate well and articulate exactly what was asked. It was the two younger students’ responses that really were profound.

When asked who they were, two students stated, “I am just a student”. I thought this was odd and really got me thinking about why these two seem to have a low confidence level. After more discussion, it was apparent that I was correct. They didn’t think they had very much to contribute, which is wrong. Just because their age, experience and knowledge doesn’t match the rest of the group, doesn’t mean they cannot bring value to the group.

I began to think about my own career and how I have battled with confidence over the years. Professionally, I have become very comfortable about my skills and know my contribution to the marketing field and my clients is significant. Now, I regularly become involved with colleagues that are smarter, more influential and better than me at a variety of things. BUT, that doesn’t mean I can’t contribute significant value to the project, initiative or campaign. That is not to say that I don’t have my days that are tougher than others. But, when I am in doubt, I know that I need to take ownership of myself and my skillset. I know I play a valuable role in business and have the talent to achieve what I choose to pursue.

That applies to everyone. Own your abilities and know that they are important to your business, family and society. You are not “just a student”.

A Quick Way to Ruin Your Reputation

As we continue to be mired in a deep recession, it is as important as ever to concentrate on your brand image. Whether you are concerned with your personal brand or your company’s brand, it is so important ensure you are open, genuine and transparent to your public.

That said, I have seen companies sacrifice their brand image on the altar of quick and easy. What people don’t understand is your brand is visible in everything that is associated with your firm.  What you do, say and infer reflects on your company. What you wear, how you address people and even if your company truck is clean or not, creates an impression on your client base.

Lately, I have seen a few companies bring on employees that aren’t a good representation of their organization. They are in such a rush to hire someone to get them out into the field that they sacrifice quality for quickness. They think that they are losing potential revenue if they do not have a representative out in the field. The truth is: you are losing much more by having a poor depiction of your business. Some people are just not a fit for client interaction. Although there are a plethora of different personalities out there, I believe there are a chosen few that have the character traits that can relate to most all personality types. These are the people you want to be representing your organization. The people that are combative, pretentious or downright irritating aren’t helping you. They are damaging your brand, company and reputation.

So when making a hiring decision make sure you take your time and hire the right person. Don’t sacrifice your brand just because you need to fill a position quickly. More often than not, you will have to remove that person from their role and then you will be back in the same spot you have always been. In addition, you may be in a worse spot since you will have to repair the damage the person has done.

I Got Laid Off! A Few Thoughts….

Three days ago, I was informed that my position is being terminated and my services are no longer needed at my employer. That said, I was really surprised at these turn of events since the recession really hadn’t affected my company. We weren’t closing down offices and having massive layoffs like many firms across the U.S. and even the world. A restructure was deemed necessary by management and they are making what they believe is the correct choice for the company.

So after the initial shock and fear that overcame me, I have come to realize that I need to look at this as an opportunity: an opportunity to start a new chapter in my career that will lead me to bigger and brighter things. I believe staying positive is key in this situation since bouts of emotional outbursts, incessant complaining and finger pointing aren’t very productive, necessary or useful.

Although I am fearful about where my next paycheck is going to come from. I have never been in this position in all of my life, so it is something new. I hope to take it as a learning experience and be aware of how it feels. Up until this point, I can’t say that I could truly empathize with all the unemployed out there. I read the news every morning and see reports on how unemployment claims have risen, mass layoffs have continued and foreclosures increased. I always responded in my mind, “That’s too bad….Hey, let’s go get a $7 cup of coffee.”

Needless to say, I am now humbled……

By the way, If anyone out there is looking for a driven, creative, smart, etc, etc, etc, Marketing Executive……let me know.

What Everyone Should Know About Internal Marketing

Every organization has procedures and processes that they have implemented to creative uniformity, improve efficiencies and ensure everyone follows the rules. Now, some of these measures are straight-forward and no-brainers such as employees arriving on time or a sexual harassment policy. But there are other initiatives that firms implement that they need the entire organization on board for.

Customer loyalty programs are a great example. As the executives sit in corporate boardrooms discussing these programs, they see how executing a loyalty program will help the company. Repeat purchases, loyal customers and increased revenue guarantee these same executives will see praise from their bosses and maybe even a increase in salary. BUT before the loyalty program is in place, they first must sell their employees on it. Yes, there must be marketing of the program to the rank and file before any external marketing of the program ensues.

Your employees must be involved in presenting the program to your client base in a favorable light. They must convey the value of the program to them and convince them signing up and/or participating is in their best interest. That said, executives must do the same thing with employees: show them the value in participating in selling to clients.

If employees don’t believe in the program or do not see any return/value to them, how convincing would they be selling to clients? The answer is: no very convincing at all.

Sending down a corporate decree declaring all employees must present and push the loyalty program is not going to work. Like all marketing programs, you must include a call to action and an incentive for them to act. Usually, this can be achieved by appealing to people’s sense of competition. A contest. A contest with a significant personal reward is a pretty motivating prize.

While ideas like these are a dime a dozen, the success is in the details. Make sure you provide enough information and incentive to the ones that will make your program successful. Wagging your finger and barking orders doesn’t provide value to your employees and only makes certain of failure.

What are your thoughts?

The Scenario

Scenario:

I am speaking with a sales professional (and I would use this term loosely) who I inform that we will not be renewing our ad space with this year. I relay to her that I am also a marketing professional and see the value of her offering and the customer segment that it targets. She is understandably upset and continues to attempt to save the sale through a little persistence and repeating of the features (not benefits, mind you). I cannot fault her for that.

What disturbs me was the sarcastic tone with which she infers that my company will not be successful in 2010.

Is that really how you want me to remember you? So, next year will I recall that this publication is an important piece to my marketing mix, focuses on my industry and speaks volumes to my potential customers? No…I will remember her little sarcastic, angry remark. Doesn’t bode well for her……

The Secret to Making Time for Everything

We all do it. We have all heard it.

“I don’t have time to get that done. I am SOO busy, I never got around to blah, blah, blah..”

The real reason for most of this is: we re-prioritize what we want to do and what YOU want me to do doesn’t fit into my priorities.

Because the truth is: If we really want to do a project, get involved in a cause, get more work done, or even just make time for a hike, we could.

The best example I have of this is something from my own life. I enjoy reading. I enjoy reading books that are applicable to my job, industry and career. I believe educating myself helps me stay mentally sharp, keeps me updated on new marketing strategies & tactics and ultimately furthers my career. Now, I do not have time to read all day everyday, obviously. But I recognize that education is a priority for me and I need to devise a way to tutor myself on a daily basis.

It was an easy fix.

I searched the iTunes store for different podcasts with business or marketing themes. Several results came up and, guess what? They were from prominent authors on a wide variety of business and marketing subjects. I downloaded those podcasts to my iPhone and, while walking my dog, I listen to thought leaders speak on their areas of expertise.

After further research, I found the American Marketing Association has podcasts of their own that are free on their website. Another great resource that is terribly underutilized.

So when you tell someone, “I’m sorry. I am so busy I can’t really get to that”, realize that you could do it if you really wanted to….if it was important enough to you.

Tiger In His Cage?

So another celebrity falls from grace….I will tell you this. I NEVER thought it would be Tiger. So, my ongoing question still applies.

 

How does this affect his sponsors? Tag Heuer, Gillette, Nike, Accenture all have multi-million dollar sponsorship agreements with him. Do they drop him? What about Cadillac? I am sure they are not happy about their product, Tiger’s Escalade, being featured all over TV in it’s less than pristine shape! Let’s not even get into how much the PGA depends on him to promote their sport. Tiger presence alone accounts for millions upon millions of sponsorship dollars for the Tour as well has PGA licensed merchandise, TV ratings, etc, etc.

 

So, which is worse, cheating on your wife or smoking dope at a college party (as our good friend Michael Phelps did.)?

 

Does it matter that Tiger is an exponentially bigger celebrity than Phelps?

Will that factor in to how the sponsors will react?

 

I say it will. Tiger is way too important to his sponsors, the Tour and the sport of golf as a whole to garner any kind of retribution. Even if a sponsor chooses to terminate their contract with Tiger, there is still a line of companies waiting to give him money.

 

It will be interesting in the coming days to see how Tiger responds. So far, he is doing well by coming out and admitting “transgressions”. It would only get worse if he kept denying it.

 

What you do think?

Have Knowledge You Can Be Proud Of

The internet is full of information. It is also full of porn, useless drivel and scam artists. However, if you use the internet like it should be used, it can be tremendously advantageous to you.

Very successful people use the internet as their focus group, marketing tool, personal library and online university. Of course you can educate yourself through reputable online college courses, but that is not what I am talking about here. There are a plethora of resources that are not used as often as they should that provide invaluable information.

Through blogs (both personal and corporate), chat rooms, webinars, podcasts and e-newsletters, you can most definitely collect a significant amount of information about any subject. In addition, Twitter, Facebook and all the other social sites can always find the ones you missed. Because I guarantee you there are ones you missed. I have found the following resources in my field that continually contribute to my education. (These are just a few that I listen/read. There are too many to count)

• Ted.com
• American Marketing Association Podcasts (it fits me because I am a marketing guy)
• AuthorTeleseminars.com
• WNYC’s Radio Lab Podcast

So, if you want to continue to educate yourself (and I hope you do), you must first decide what it is you want to learn. Typically, you would want to keep current on trends and current developments in your industry. This way you can advance your career to make it more fun and rewarding while increasing your salary. And who doesn’t want that?

I read an article recently concerning Copyright Law. Now if this is a subject that interests you, you may follow William Patry who is (apparently) well known to the nation’s intellectual property lawyers. He has a widely popular blog called the Patry Copyright Blog, which garners quite a bit of attention and consistently engages others that are interested in the subject. He was just featured in Forbes magazine and has written several books on the subject including his latest, Moral Panics and the Copyright Wars. I, personally, am not into copyright law, but William is. My point is there is so much information on the internet about a infinite amount of subjects that cater to every career, hobby and industry. It surprises me that people would find copyright law interesting, but there is and this is a good example. (no offense to copyright attorneys out there!) I can also guarantee there is an online community somewhere that specializes in very obscure sports, hobbies and interests that caters to their small community of followers.

So, start using the internet to find the subjects you want and soak in all that knowledge. It is worth it.