March 2014

Um, You May Want2Tell Someone

Recently a friend invited me to a very interesting wine dinner. I'd never been to one before and didn't really know what to expect until I got there. Basically, the winemaker explains the process of how they create the different flavors in each wine. During the meal, he and chef at the restaurant pair a specific wine designed to bring out the best flavors with each course.

Five amazing food courses.Five delicious wines to taste.

The group was seated at a long table and I happened to be seated near the winemaker. Being naturally curious, I asked him where most of his wine could be purchased. He told me the breakdown of sales - a percentage is sold at restaurants, another through grocery stores around the country, and obviously a large amount is purchased at the winery itself. The owner of the restaurant then chimed in --- "We sell it here." She then pointed to the shelves in the back of the restaurant which were full of bottles of wine.

One of the guests perked up and said, "I didn't know you sold wine here." I thought it was a decoration myself.

The End of the Story Just4You

Other patrons spoke up in agreement. Few knew that the restaurant sold wine for off premises use. A quick survey revealed about 15 of the 18 people had no idea. Most people bought some wine that night. These were some of the best customers of this restaurant - I myself have eaten there at least ten times - and about 80% had no idea they could buy a nice bottle of wine to take home. The lesson was real.

You have to tell people what you do. Then you have to remind them. Then you'd better tell them again. What you think is obvious may actually be news, even to many of your best customers.

February 2014

From Thinking2Overthinking

There has been a big snow storm in the east and southeast.  A lot of my readers from the Midwest think I am overstating it, but we recently got about two feet of snow here in the mountains of Southwestern Virginia. That means there's a lot of shoveling to be done. Doing yard work (or snow removal) is frequently when I do my best thinking.

It's when the good or most creative ideas come. Your brain needs space and time to get into a different place.

Often a good idea - with some editing, revising or tweaking - becomes a great idea. That's how it works. When shared, the creative process lends itself to a tightening or honing of the idea. Whether it is a slight shift here or a font change there, the good becomes great.

Then something else happens - like those times when you stare at a common word long enough it somehow appears almost unrecognizable to you. The simple becomes complex again and the urge to edit more takes over.

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A Creative Tip4You

Fight that urge.

Be sure you aren't overanalyzing. The simplicity of a good idea, tightened up and presented is typically your best approach. In these busy days, the beauty and recognition of a swoosh, arches or a straightforward saying like "have it your way" really can be the answer.

While it's critical the branding and messaging be on target and connect with your audience, it isn't always necessary to put everything creative into a committee. Branding by consensus is never a good idea. Put your thought into it and do your research. Improve it and revise it. Then when you reach that magical point, know when to stop thinking.

January 2014

A Simple Concept2Get

Have you ever been at a party, or perhaps the coffee shop, when you run across someone you know and you just cannot remember their name?  Of course you have - it happens to all of us.  Sometimes it's the second after they tell it to you and you realize it's a lost cause - their name is gone.

After years of attending work and social events, I started paying attention to this phenomenon and I believe I have a solution for you.  It's pretty radical to be prepared for the big shift in thinking...

Here's what you need to do...

Listen.

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 Super Hearing Not Necessary

The Big Change4You

Most of us are so concerned about getting our name out, we actually forget to listen (really listen) to the name coming from the other person.

Names are important.  Hearing their own name is a sweet sound to a person.  It helps them feel significant - even special.  Yet too often, we mess them up, forget them, or never even take the time to actually take in the information in the first place.

Start with these changes:

1. Stop telling yourself and others "you're bad with names".  That's just a negative excuse.
2. Look the person in the eye when you are introduced to them and pause for a moment before speaking or sharing your name.  That eye to eye connection will help you remember them.
3. Listen to what they are saying.  For extra credit you can repeat their name back to them shortly after you hear it.  Soak in the first bit of information they are giving you before going into the rest of the conversation.

There you go...stop, look and listen.

December 2013

It's Time2Watch Some TV Commercials

In the almost five years that I've been writing these monthly newsletters, I've repeatedly expressed that the most valuable advertisement interrupts the consumer. Successfully designed ads pull attention to your product or service in a creative and memorable way. Once the attention of the viewer is secured, you then have the opportunity to engage, sell and educate.

For those of us in the creative advertising field, it is part of our job and our entertainment to observe messaging others create and determine its effectiveness. This fall I noted two commercials that work at interrupting and I wanted to share them both with you.

#1 - Subaru

This:30 commercial...

...takes you on a drive. Literally. The commercial pulls you into the relationship between two people. Then when you think you know the story the true hook is revealed. It is successful at creating an appealing experience before revealing the product. The viewer wants to watch it again because the characters are likable and the story clever.

#2 - Subway

Like it or not, they had your attention at Five Dollar...

Subway uses music to get you to remember their offer and their campaign. Music is a powerful tool in advertising. It's been used since the earliest of radio days. Like Subaru uses storytelling to capture interest, Subway has a quick musical hook and it works.

What It Can Mean4You

You have a new year and an opportunity for a fresh advertising approach as well as the chance to build, enhance or shift your branding. Always remember to interrupt THEN share the important messaging you want to convey. How you do it depends a lot on your product, service or specific needs.

November 2013

It Isn't2Exciting

The B2Seed is typically reserved for entertaining, edgy and exciting content. This month we're going in a different direction. One of the biggest new stories of the fall has a practical application for anyone in business who interacts with customers on the web. And that's pretty much everyone.

Regardless of your political leaning, it's pretty obvious the President has a problem with Health Care Reform.

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Some people think it's a good idea. Some people think it's a bad one. Interested web surfers wanted to see for themselves, but so few could. The ones who actually got to the site found it challenging, confusing and ill conceived. In this case, President Obama is the CEO. Few CEO's are deeply engaged in web site mapping or hosting or navigational decisions. We've learned from this situation that involvement in the infrastructure of your own organization's web site is definitely worth consideration.

A Simple Recommendation4You

In response to the big national news and all the intense scrutiny of the nation's most newsworthy web site, you would be wise to consider the "behind the scenes" elements of your company's web site.

Are you prepared for the volume of visitors who are seeking information? How does your site's hosting work and what are your provider's redundancies? Can you handle a large push to your site?

Is there a logical navigational system? Does your site map reflect the flow of information your potential patients are seeking? Do you even have a plan for how people will use your site?

Finally, is the site reflective of your business' work and culture and product lines? If it is, have you checked it for style issues and spelling errors?

There's nothing glamorous about these topics and questions, but asking them (and driving for answers) would have kept that other web site out of the news and will likely make your user's experience MUCH better.

October 2013

How2Build It From Scratch

Monday nights are not generally regarded as the most thriving night for downtown restaurants (save the few times there may be a home team football game on TV). A few years back, a Roanoke restaurateur decided he was going to make a change to that mentality. Mondays are now known as "Half Price Burger Night" at Martin's Downtown.

Jason Martin decided he'd had enough sluggish Monday nights. His restaurant stays crowded most days - serving great food Monday-Saturday and turning into a hip live music venue later in the evenings. Patrons usually pay full price for the gourmet burgers --- but on Mondays they get a deal.

So how did it start?

"I just decided to do it," said Martin. "It didn't take off immediately, but people came in and word started to spread. Then we got some publicity and even more people heard about it. Pretty soon it had become a signature night for us."

That's what I call "planting the flag".

What Can It Mean4You

When you look closely at what happened with Martin's Downtown, it comes down to a few simple, practical and logical steps.

First Martin recognized the problem. Next, he evaluated an option for addressing the situation.Third, he analyzed the impact of starting a promotion and decided to move forward.Then he kicked it off and began the process of building it up.Finally, and perhaps most importantly, he stuck with it.

"Half Priced Burger Night" grabbed on and stuck. The evidence of his work is easily seen on most Mondays in Downtown Roanoke. While you may initially shy away from addressing your troubling situation, you'll ultimately be in much better shape if you stare it down and deal with it. Then when you make your decision - move forward and make it happen.