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2009: A Roadside View

December 28, 2008

Categories: Business Development, Courage, Decision Making, Management, Marketing ROI, Social Networking, Strategy

I’ve always considered this upcoming week to be like one of those roadway scenic turnouts. You pull over to stop and check out the view. Only this year, we don’t know what’s around the next curve. Be aware, it’s under construction.

Many find this last week of the year a good time to reflect and look forward. Top 10 lists are everywhere. People like lists.

Well here’s a list for you right now – the top trends of 2008. It’s a list of one:

1. Permanent Change

What’s going on in our lives and our country is no short term phenomenon. Its here and its permanent. The economy will recover, but not in the way we’ve become accustomed. There are numerous reasons for this. Among them are mounting debt, the evaporation of economic bedrocks, and a true ‘new world order.’

Sometimes it feels as if it’s all come on at once. But of course this change has been coming for some time.

It doesn’t have to be painful.

I strongly believe this nationwide transition can be a good thing. A VERY good thing. America has been and remains the land of opportunity; historically fueled by creativity, initiative, and guts. Here we have an opportunity that comes along only once every lifetime. A chance to reinvent ourselves and create a new course to prosperity.

And from my perspective, one of the key trends I see playing a big role in our new prosperity will accelerate in 2009 – the development of national and local community.

Look for signs of increased collaboration, more productive online social networks, and a focus on ‘psychic compensation’ as signs of new economic and social realities.

-> [You can read more about these trends in the full article]

From a marketing service perspective, strategists and creatives will be forced to stretch further than ever. We’ll need to use our skills and imagination to directly help produce sales – and for less cost. Forget pretty pictures and cool animated graphics – make the phone ring.

We’ve got a week ahead to help us catch our breath. Take in the scenery of the past year and imagine what it’ll look like in the years ahead.

We all have a major transition coming on. Don’t fight the trends. Make the most of them and you’ll enjoy the view.

Posted by: Steve Banis

Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

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The Santa Doctrine

December 21, 2008

Categories: Brand/Reputation, Customer Focus, Marketing Message

It’s a Wonderful Life. Miracle on 34th Street. I love them both – for their soaring holiday spirit and because each has one of my favorite movie moments. Never fails…When George Bailey’s brother toasts him as “the richest man in town” tears are always running down my face.

And sure when the post office floods the courtroom with barrel after barrel of letters to Santa – well you’d really have to be the Grinch not to love that. But my favorite scene is when Santa tells a mother looking for a special gift to go to Macy’s arch rival Gimbels. That’s the 34th street marketing strategy that I love. Serve customer first – lose a sale now to keep them coming back to you forever.

Ah Santa. So many lessons jolly St. Nick has for us. So in the spirit of the season, I’m passing along some marketing strategies inspired by Santa others have written aboutin recent years.

The Goodie Bag

Santa’s message is short–Hope and joy. His target market– children and the young at heart. When you think of name Santa, you automatically associate it with giving, kindness, thoughtfulness, joy, magic, and usually a lighter heart.

Be inspiring. Santa’s given you proof it can be done. Santa looks invisible until you see the children’s eyes and smiles. Even as adults, we set aside our worries and allow joy in.

Be consistent. For hundreds of years he’s delivered one brand, one message and a powerful visual image. It works for him, thus, it will work for you. Your message needs to be consistent everywhere in your business — voice service, web site, advertising, literature…It is walking our talk. Consistency makes bank accounts ring jingle bells.

Know your customer. Have you heard of the naughty or nice thing. He sees you when you’re sleeping for goodness sakes. Is your finger on the pulse of your customers. Do you know what they’re thinking.

Leverage relationships to spread the message. Nobody’s more ‘viral’ than Santa. He provides the message so that you know exactly what he wants you to say to others. Give others the tools to smoothly give your message away. People appreciate having the “right” words.

Stand apart, be unique. Santa, like FEDEX, stands out with his delivery system. The US mail carrier comes close but still misses the mark. Yet, their uniforms don’t compare, do they? How bout the hat, furry red suit and boots. Do you know anyone who delivers their product on a sleigh, with reindeer, and gifts in the middle of the night?

Give first. Santa delivers and then receives his cookies and milk. Are you asking for the cookies and milk first? Psychologically, people like people who first give their time, money or knowledge. But know where the boundary is on how much you give so that your energy doesn’t change to anger. Even Santa has boundaries.

Build customer loyalty. Who has more loyal and life long customers than Santa? Even though the relationship changes with his customer’s age, his message of joy and good cheer remains generation after generation. Santa ties you into a solid loyalty program that people want to keep.

[acknowledgments to Catherine Franz, http://abundance.blogs.com and Sean D'Souza, www.psychotactics.com]

Most of these things you already know. Santa’s lessons aren’t new and surprising, they’re tried and true. It’s just who he is. He’s authentic.

Tough times can make us all doubt ourselves. Many are lured into becoming something they’re not in an attempt to capture any opportunity they can. In doing so, it’s possible to forget who we really are

No matter the times, whether up or whether down. We always know that the spirit of Santa is coming to town.

We wish you all the spirit of goodwill along with the optimism and hope to remain true to yourself.

Posted by: Steve Banis

Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

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Some Direct Advice

December 14, 2008

Categories: Brand/Reputation, Business Development, Courage, Customer Focus, Decision Making, Management, Strategy

The sky isn’t falling. Yet.

And while I truly believe that opportunity comes out of chaos and market uncertainty, today is not the time to wax theoretical. Today we acknowledge the 1,000 lb gorilla in the room. Economic conditions are brutal…and they’re getting worse.

{warning: if you’re squeamish, you might want to skip this next paragraph]

Amongst the stockpile of economic news, here’s the event that clinched it for me: Last week the U.S. Treasury sold $30 Billion in 4 week T-Bills at a rate of Zero Percent. This happened on the same day that rates on 3 month Treasuries turned negative for the first time since they began selling them in 1929. What’s this mean? It basically signals that institutional (read: BIG) investors would rather provide the government an interest-free loan than invest elsewhere. Some even seem willing to take a guaranteed loss on their money than take any other risk. [story here]

Wow. That’s something. Even in a week where Congress denied the nation’s automakers a government bailout (for now), news that institutions continued to stampede towards the relative safety of short-term government debt despite Zero percent interest tops my radar. Fear rules the day.

Bring the Marshmallows

My goal when writing this column is to translate my observations and experience into information and ideas I hope you can use to build your business. Most times I tell stories to make a point. People tell me it’s more interesting that way.

No stories today, just some direct advice. At the risk of sounding like a one trick pony (I’ve been writing a lot about this lately), if you haven’t already begun to do so, please formulate and execute your plan for building and activating alliances.

Embrace your staff and contractors. With the holidays upon us, you may find it a good opportunity to include their families in a more personal fashion. Don’t cancel the holiday party. If necessary, have it at your home. Don’t isolate people, connection is more important now than it ever has been.

A holiday card just won’t do it this year. You need to ‘touch’ every one of your customers. Retail store owners: Walk the floor and shake hands with a word of thanks – to customers and staff. Senior managers: Visit all key accounts and top producers. Executive Directors: Personally call all top and second tier donors and have associates call as many others as they can to share your plans. Keep in mind that if you don’t take the time, your competitors will.

Aggressively reach out to other businesses that touch your customers. Become part of a select group of like-minded businesses and coordinate your marketing message to maximize its reach. Protect each other. Nurture each other. It’ll take some leadership. If you don’t know how to start or who to approach – get help.

Here in the Albany area, we were hit with a massive ice storm this week that left about 1/3 of the population without power. It was cold, dark, and lonely. Those left alone always face the greatest risk.

Thriving in this economic ice storm requires us to huddle together for warmth. Everyone’s afraid. Start a campfire.

Posted by: Steve Banis

Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

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Success can ruin your reputation

December 7, 2008

Categories: Advertising, Brand/Reputation, Marketing Message, Social Networking, Strategy, Websites

When you launch a marketing program – expect success. Cause if you’re not ready for it, it’ll kill you. Just ask Dr. Pepper.

In case you missed the news, and I would have if Mary Ann Rogers (our new ‘voice of the Millenials’) hadn’t told me, the makers of Dr. Pepper are in hot water with heavy metal band Guns N’ Roses over a seemingly failed promotion.

In truth, the promotion was a success – A BIG ONE – but it’s gonna cost Dr. Pepper a lot of business. Here’s the story:

In March of this year, Dr. Pepper offered every person in America a free can if Guns N’ Roses released their new album by the end of this year. This album has been 14 years in the making and been delayed countless times. The odds seemed against them making the deadline. (Click here for more on the subject.)

To the shock of music fans world wide, Axl Rose did in fact release the album, Chinese Democracy, this year. And as a good marketing citizen, Dr. Pepper stepped up and put the word out to visit their website on Nov. 23 to register for a coupon redeemable for their free can of soda.

Unfortunately for Dr. Pepper, their web site servers couldn’t handle the increased traffic and crashed under the demand, leaving Dr. Pepper lovers parched and angry.

Even though Dr. Pepper worked to correct the issue-extending the registration deadline an extra day and creating a toll-free phone number for coupon redemption-the whole experience left an unappealing taste in the mouths of many Dr. Pepper and Guns N’ Roses fans alike.

Less than a month later, both of their Wikipedia pages already feature info on the issue.

Viral promotions such as this giveaway are designed to spread across social networks with the ultimate goal of capturing information on loyal customers and attracting new ones. The trouble with a promotion that actually “goes viral” is that you can’t control the message once it’s out there.

In this case Dr. Pepper wasn’t ready to handle success. Instead of a purely positive mojo, they’ve created a backlash that can wipe out and reverse that momentum.

For your business, there’s a really good idea buried in this story. Promotions, properly handled and prepared for, can be a very cost effective strategy to solidify and build customer relationships. Just remember, the Internet puts everything on the permanent record.

Be careful what you wish for…and be prepared to get it.

Posted by: Steve Banis

Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net

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Burst Marketing

The Santa Doctrine

The Goodie Bag

Some Direct Advice

Bring the Marshmallows