Look2See

I spend a lot of time on highways watching the mile markers fly by. As I’ve written before, being on the road gives me an opportunity to really think and process. One of my more recent trips reminded me how timing and order play an important role in not only our personal lives but our business lives.

For example, the exit informational signs on highways all follow the same basic pattern. The signs are positioned in a certain order for a reason – attractions, accommodations, restaurants, and gas stations.

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Think4a Minute

It just makes sense. When on a trip, there are a variety of decisions you need to make at different intervals.

If you’re going to make an unplanned detour off the highway to visit an attraction, you need a significant amount of time to consider a change in your schedule. Then you may need to decide if you want or need to stay at a hotel for the night. Those two decisions need extra time. That’s why those blue signs come first.

As for the others…You know when you’re hungry and usually what you are craving. In many cases picking a restaurant can be a quick decision. Finally, gas is a necessary stop. When you need it, you need it right away and there’s not a lot of decision making that needs to occur. Now it’s almost time to exit.

What about the marketing you do for the organization? Does it make sense? Does it follow a logical order like the information signs placed as you approach the next exit? Make sure your marketing aligns with the buying process of those who seek out your business or the services you offer. If it doesn’t, it’s time to realign to make it match.

Then think about it again the next time you’re cruising down the interstate.

One Way2Go

“I scream. You scream. We all scream for ice cream.”

That might have been the first food marketing campaign in the history of America (or not).

Over the summer, I was thinking about how I order ice cream. When I’m in line, I think about all the different flavors and options and rattle around the possibilities in my tempted brain. Fruity goodness. Chocolate-chunky creaminess. Strawberry mixed with those bright red little pieces. Tropical coconut varieties. My mind bounces around as the line shortens.

Then – almost every time – I order mint chocolate chip in a waffle cone.

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And almost every time - I eat it too fast.

Easy4Me to Pick

I love mint chocolate chip. You may love vanilla, peach, rocky road, or even strawberry cheesecake, but most everyone has a favorite flavor of ice cream.

So why do I order mint chocolate chip? I’ve determined it’s because in my mind I know I like it and it hits the spot every time. It’s my favorite. If I’m going to have ice cream, I feel like I should get my favorite flavor. The funny thing is – there’s no real reason (besides obvious weight gain) why I can’t have pistachio today and mint chocolate chip tomorrow – or the next time.

That’s how patterns develop and how we establish our fallback routine. It’s safe. It’s reliable. It’s trusted.

Well, maybe it’s time to break some patterns. Try a new approach to the way you work. It may just work out even better than you expected. If not, you can always go back to the tried and true pattern of mint chocolate chip ice cream in a waffle cone.

Decisions2Make

Business, like life, moves in cycles.

After seven years of owning my own company, I was recently at a crossroads. Like Tom Hanks at the end of “Castaway”, I had to make a tough choice (one that ended up being pretty easy to make actually).

Last year we started an advertising campaign in a local newspaper for our advertising agency. Not many businesses in our area of specialty actually advertise very much so it was a significant move. A month or so ago, we collectively decided to shift our focus from print to local television. We were in the process of producing our new commercials when we got some bad news.

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One of our clients was backing off. Another client was going in a different direction. While plenty of possibilities were in the “pipeline” and some were on the cusp of using our services, we did have several weeks of uncertainty. Should we pull back our advertising initiative?

The thought of discontinuing our advertising did more than cross my mind…It was a serious consideration.

A "Duh" Moment4Me

Then I realized the mistake I was about to make.

Thousands of times over the past three decades, I’ve encouraged businesses to stretch or hold firm their marketing budgets during the rough times for their business. The studies and statistics support this premise and have for decades. Companies holding or expanding their advertising during challenging times actually catapult out of the struggle way ahead of their competition.

It’s not that advertising is the panacea. However, cutting your advertising budget at the first sign of trouble is never - EVER - the best move. It will only make the problems worse. Even though it was the strategy I had pushed for years, I was briefly tempted to pull back during my own business’ challenging few weeks. Once I caught my breath, I knew it wasn’t the right call.

I am convinced moving forward with our campaign was the right decision – not just because I had been pushing this strategy all these years, but because I know from my personal experience it works.

If you’re in Roanoke you may see our commercials on TV. If you live out of town you can click here to view them.

Made2Order

“Feed me.”

One of the best meals I’ve ever had was in D.C. at a tapas restaurant. It was late in the evening and the kitchen was about to close. My friends and I simply requested the staff “bring us what you want”. The chef whipped up an amazing array of small plates with all kinds of tastes, textures, and flavors. We tried them all and were blown away. It was so good. And the meal was a memory.

Let the creative people create.

Creative Solutions4You

At our shop we often discuss how good advertising “interrupts.” Successful advertising stops people in their tracks and causes a change in their behavior or action. All too frequently, many clients want to be sure the creator lists the products, shows the address(es), talks about how long they’ve been in business, or about how much quality they offer.

While these elements are important, no longer can the creative person do what they do best. They are caged in by client-imposed rules and expectations.

Last year, when I decided to market my advertising agency in the business section of our local newspaper, I turned it over to my team and let them do what they do. It was a good exercise for me and the process created leading-edge advertising that accomplished just what we wanted it to.

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Whether your reaction is "TRUMP!" or "TRUMP!?!" or "...trump..."we gotchya, and proved our point.

It’s the same process respectable creative teams usually follow for all clients.

Each piece is created based on the audience, the need, and the target. A custom solution is crafted with a specific goal being the primary driver. That’s the best way to use creative license to get the most effective results.

Every once in a while, let your design team bring you what they want. You may just find it’s exactly what you need.

Priced2Sell???

We all like a good deal. Who doesn’t like to save some money?

B2C Enterprises invests over a million dollars in media most years, while at the same time, interacting with salespeople from at least seven states. That’s a lot of business transactions and a lot of sales appointments.

Sometimes there’s an odd sales quirk within the communication I find to be very interesting, yet somewhat disconcerting.

For some strange reason, on many occasions a salesperson begins reducing their original price, before we even start any discussions. Don’t get me wrong, I’m happy to save money, on behalf of my clients and my company, but when it happens before I even ask for a better price - that’s a red flag.

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Oddly, they don't seem to appreciate it when I pull out the flag and throw it across the office.

Food4Thought

The negotiation process hasn’t even started and the prices are being lowered. Why?

Believe me, I’m a big supporter of fair pricing – whether I am buying or selling. Odds are you’re often in a place where you are also buying or selling something. Most of us don’t want to pay more than necessary. However, if you’re the one setting the price, it’s important to determine what is fair, right, and reasonable, all the while discerning what will keep you competitive.

A company that immediately (or even before being asked) drops their price sends a message of being out of step. To begin with, they’re either priced too high, in a desperate selling situation, or they are simply afraid of losing the sale. As a buyer it’s up to you to determine which it is. As a seller it’s a valuable reminder to take a good look inward.

Before leaving this subject – there’s an important distinction. It’s okay to offer sales, discounts, or deals --- that’s not what I’m talking about. It’s the base price, the going rate, the usual fare where you establish your value. If you set that correctly – it remains a constant.

Place value in knowing your value. That’s the really good deal.

Outside Advice2Guide You

Proximity breeds repeat patterns.

It seems the closer we get to something, the more we accept it and just move into a routine. Some routines can be good; they can produce fruit that helps us grow and develop. Others trap us into a false sense of comfort. How do you know the difference?

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Question Everything

There’s a reason many give the advice to step back and take a fresh look.

We get close to a goal and our perspective gets a little – off. Pulling back and getting a different look from someone could be very beneficial. Using a trusted outside source, who will ask some harder questions, can be even better.

A Plan4Development

Many of our clients bring us in to help them evaluate a situation or identify a potential problem. A lot of the time, we work directly with the owner or administrator of the business. Sometimes, the relationship is with the marketing manager or director. In either case, direct and honest feedback about a conundrum is one of the most valuable services we can offer.

During the early part of my career, I wasn’t always a fan of the outside consultant. Now that I am one I’ve seen the light (duh). Outside advice and a fresh look can do a few significant things:

1. Confirm that your perspective is on target and help you frame the reasons
2. Save you from making significant mistakes while in a rush or wrestling internal issues
3. Provide an “outside” recommendation that may be easier for management to accept
4. Lead you to further or additional action

A few months ago, I wrote about how rushed we tend to be and how most places of employment have fewer people to share the load. It is not a sign of weakness to reach outside of your department. Quite the opposite, actually, it’s a sign of the times and puts you in a position of strength.