January 2012

Priced2Sell

For the longest time I believed people bought primarily on price. The lower the price the better the chance someone would buy. Everyone loves a bargain right?

These days there are smart phone aps that allow you to stand in one store and check a competitor’s price right then. If the other location has something cheaper – you leave, go across town, and buy the same item for less money. As a retailer – you needn’t be afraid, but it should be on your mind as you do business. Be aware of price.

My Dad is a good consumer and he price shops (he also reads this newsletter). He’d drive across town to buy gas that is five cents per gallon cheaper. But even my Dad has his limits and as price conscious as he may be, it isn’t always the lowest priced place that gets his business.

During the winters he’s out in the Phoenix area and while he could choose a .99 cent tostada from Taco Bell on his Monday Night Mexican dinners, he never does. The tostada at his favorite place probably costs five or ten times as much – and he doesn’t use a smart phone to do a price check analysis.

Application4You

People can spend less, but can they get what it is you offer? While they can scan a price with their iPhone and see if it is less at the Big Box Store nearby, they can’t necessarily get the specific service you provide, the helpful tip your staff passes along, or the feeling of being known by name. They can’t count the economic velocity of keeping dollars “local”.

If you live by low prices – you’ll quickly learn – there’s probably someone who has them even lower.

Build value, offer a fair price and create an atmosphere people enjoy enough they’d pay a little more for the added experience. Then people will choose to do business with you – on purpose. Perhaps someday, Taco Bell will do fresh tableside guacamole and serve an ice cold margarita, but until then folks like my Dad are going to pay a few bucks more for their tostadas.

December 2011

Have2Say

I have heard it so many times.

When you are brought in to tidy up and refocus a half dozen advertising sales departments over a few decades you’re bound to notice some consistencies. This is the best time of year to note and begin to change one such pattern in your own business.

Invariably when I started at each place and began to “nose around” my curiosity would kick in and I would ask something like, “Well, why is it done this way?” As you might expect the answer was almost always the same.

“Because that’s the way we’ve always done it.”

Anytime I heard that, I immediately responded with another question --- “why?”

New Approach4You

Stop for a moment and think about what you are doing in your business before you do it. Does it make sense? Is it the right next step? Is it putting your client or customer or patient first? Then make the determination if it is the best course of action for you and your organization.

The easiest thing to do is what has always been done.

The principle is the same whether it is in regard to your advertising, marketing, operations, production, or paperwork flow. Different may not be good or even better, but evaluating why you are taking a particular course is critical to your company’s growth and development. Wrestle that persistent urge to follow the path of least resistance and simply do things the way you’ve always done them.

November 2011

Stop2Think

The topic was set, the timeline was in place.

I knew exactly what I was going to write about until I opened the Wall Street Journal one morning and saw the following headline: Cain Never Prepared for the Storm. Herman Cain. Remember him? Only a few weeks ago he was a frontrunner in the Republican Presidential Primary. Regardless of your political leaning, you simply have to agree this was a poorly executed Public Relations problem.

Every business (large or small) should take pause to reflect on a plan for dealing with a crisis. No matter what business you are in – you are exposed to potential liability and the fifteen minutes of fame you do not want. This is the reality of the times in which we live.

Here’s another reality – few companies, organizations or leaders pull back and evaluate what they would do when they face “unforeseen” circumstances. Fewer still put a plan in place.

Help4You

So, why does an advertising guy have an opinion about PR? Simple. It’s my job to help clients communicate with and best reflect their value to customers. Handling a crisis alone is like being your own lawyer. You’re too close and it isn’t your area of expertise. Frankly it isn’t my strength either.

That’s why I team with crisis communications expert Stephanie Koehler and SAKinterMedia whenever one of my clients has a question in the public relations realm. She can help you craft a plan, practice for those challenging times, and uncover where your potential exposure lies. The key, however, is to make that call before the media calls you. You’ll be out front, prepared and have a strategy. That’ll put you on the leading edge and allow you to rest a bit more comfortably when the media appears at your doorstep.

September 2011

Room2Breathe

While I am no expert in the area of Food & Wine, even I know good wine needs time to breathe. A steak fresh off of the grill needs a few moments to settle before being served.

In our busy lives that same space can be most helpful in planning for growth, creating an idea or developing a strategy. It is a part of the normal flow of thinking and in turn a part of every successful organization's culture.

The concept also applies to print advertising. Internally you wrestle with the knowledge you need lots of white space in your ad and the need to shove every possible feature and benefit into what you are selling. It truly is a battle - in this case for space. The purpose of a print ad is to either generate response or to build awareness. In either situation you need to get the attention of the reader.

That is generally best done through space and copy.

Application4You

Resist the temptation to put another selling feature into your advertisement.

Use some of that white space to create compelling and engaging copy - pull the reader in. Let people who are reading get a break - for a moment - from the information. Then you can communicate a few simple concepts, sales or ideas to them. All the statistics in the world say we are daily overwhelmed by information - use thatinformation to your organization's benefit.

Keep it simple - and clean.

August 2011

Trying2Take Over

Things have been interesting in the Middle East this year. That’s an understatement.

Like many of you, I have been following the activity over there and watching what happens. Back in the spring Facebook was an integral part of the Egyptian revolution as we witnessed a government in place for decades crumble in days.

Just last week rebels in Libya moved into Tripoli.

What was their first move? They marched right in and took over the state run television station. A lot of media can have a big impact, but even in Libya nothing moves public opinion and communicates with the masses quite like television. It’s the reason those rebels went there first.

Application4You

Most of my clients use a mix of media and communications.

Public relations, direct mail, social media, email blasts, radio, the web, mobile messaging, outdoor, newspaper, SEO, magazines and even telemarketing can all be successful tools and help you move your image and product. When you need to rapidly establish a brand or product or “win the battle of the mind” with current or prospective clients, nothing moves people like television.

Many organizations are intimidated by the language or production process involved with TV. We can help. If you think you’d like to review your overall marketing plan or want to consider including TV in 2012, let’s start the conversation.

July 2011

What2Promote

The concept of social media marketing, web site marketing, or even that very first and most simple step of building a web site should start with an even more basic question.

Do I really need a web site?

If you can answer that question in the affirmative, the next important one is "What do I hope to accomplish with my web site?"

It seems sometimes too many companies and organizations are doing "hip" and "cool" new media for the simple purpose of being hip and cool. There doesn't seem to be a vision or a purpose. Like any other business decision a company makes, that's a bad reason to do a good thing.

There Must Be a Reason4It

Recently I saw a TV commercial directing the viewer to a web site for toilet paper. Yes, toilet paper. My daughter and I laughed out loud when we were instructed to "check it out online".

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Seriously?

Check out the copy above..."Charmin wants to make going to the bathroom more enjoyable." It's actually kind of funny really.

This is a classic case of a company being told by their advertising people "all current advertising need to have accompanying web sites and Facebook pages". Your's may not.

If you want someone to take a fresh, strategic look at what you are advertising and where you are advertsing it, simply click on the the contact information below or visit my website and begin a conversation.