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Obama Therapy

January 25, 2009

Categories: Brand/Reputation, Customer Focus, Management, Marketing Message, Social Networking

The endless drone of monumentally bad news and unfathomable events has left so many Americans, no, citizens of the entire world, numb. It seems as if 2 or 3 billion people are suffering from a form of PTSD – except the trauma goes on.

I don’t think its a far stretch to say that the population in general has reached a state of clinical depression. An erosion of hope will do that to you.

That brings us to Barack Obama.

It doesn’t really matter what side of the political spectrum you’re on. There’s no denying the election of and inauguration this week of Barack Obama has had a therapeutic effect here at home and around the world – even if its temporary

That’s because the restoration of hope makes people feel better.

For a brief moment, we witnessed nearly all Republicans and Democrats put aside their rooting interests to soak it all in. Sure bluebirds and butterflies aren’t flying around as world peace breaks out.

But did you notice the faces of the throng on the Mall?

Did you see the faces of people as they celebrated President Obama’s inauguration in dozens of countries around the world?

Did you hear the the words of worldwide political leaders - those we perceive as both friends and foes – as they optimistically, some cautiously, welcomed a new beginning to their relationship with the United States? (Except of course the most extreme nations.)

I’m not talking politics here, I’m talking human nature.

Sayings like “no man/woman is an island” and “you get more bees with honey than you do with vinegar” have their roots in effective communication and relationship building.

The world has immense challenges to face down. Frankly, we all have immense challenges to face down, don’t we? And in the business context – your customers have immense challenges to face and obligations to meet. They’re suffering from PTSD too. They need therapy. They need hope.

Take a lesson from the symbolism offered by the Obama inauguration. Offer leadership and hope to your customers, staff, and all those in your business community. Don’t sugarcoat things though. People know a phony when they see one and it’ll only piss them off.

Rather, tell it like it is and then share your vision and a real plan of action. Ask for their help.

Then watch their faces light up.

Here’s a simple 5-step plan for your customers and your team:

Tell them “We’re strong now – and you’re the reason we are.”
Follow with “Nobody can stay strong forever in an economy like this without help.”
Share a vision and a basic plan for how they can help.
Ask to talk to them about their ideas.
Listen. Really listen. Then Act.

Posted by: Steve Banis

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

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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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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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Buy Together, Sell Together

November 9, 2008

Categories: Business Development, Management, Social Networking, Strategy

In Hillary Clinton’s book It Takes a Village, her premise was that raising children today requires the participation of a broad network of caring people that includes family, friends, neighbors, churches and synagogues, teachers, and community groups.

I don’t need to remind you about what’s going on out there. The list of economic challenges is long. Honestly, many days I’m overwhelmed by it. But I’m a true believer in strategic optimism and I believe this can be a rewarding time for many businesses.

As a Strategic Optimist, I want to make my own luck. For my money, I’m betting that Ms. Clinton’s ‘village’ thesis applies: It’s going to take a village to succeed in this economy – and succeed we can.

The principles for marketing success remain the same; a core message, a long term communication plan, and effective offers with a strong call to action. It’s your communications plan (and your operations plan as well) that should embrace a likely approach this economy will demand – joint community effort.

Cost will accelerate as a major theme in the coming months. Therefore strategies must include the buying power offered by creating and participating in cooperatives, associations, and alliances. Equally, if not more importantly, revenue and cash flows remain the food that fuels any meaningful success. And community building and activation will produce the greatest return from resources allocated.

Joining the Hunt

Networking and ‘leads’ groups have proliferated for years. Their primary mission is to look out for potential contacts that could lead to business for other members of the group. It does in fact produce some success stories, but all too often they are inwardly focused. People look at what the next member can do for them. The concept of team does not seem to take root in these organizations.

What I’m talking about isn’t just the occasional referral that colleagues may offer each other. Rather, I’m talking about going hunting together, putting the odds of success in your favor. In our business at Burst Marketing, we rely on our growing Creative Network for more than just executing the projects that we can bring to them. They are our partners – all of us working together as a team to create business for each other. They are core members of our community, our village.

Neither we nor they can be as successful on our own in generating new business as we can together in a knock down, drag out environment. Together, operating with a shared vision and with well defined expectations, we can increase the odds of our success – and position ourselves for market leadership when the economy begins to flourish once again.

We are going to see neglected approaches to building revenue and saving money reappear in the daily approaches of those that will prosper. Competitors may band together either in formal alliances, informal initiatives, or may merge outright.

Distribution channels linking national and regional companies with smaller organizations offering a strong local presence will take root. B2B customers will seek new business opportunities together with suppliers, while retailers and other B2C businesses will work harder than ever on service to secure customer loyalty. Watch as barter groups resurface. Networking and leads groups grow.

These old-time strategies are further enhanced by today’s communication tools. Social networks will march on – bigger than ever. Traditional advertising and direct marketing will continue their paths towards integration with online tactics of every stripe.

All these approaches add up to the creation of modern commercial villages.

‘Buy local’ is a movement promoted as a means to deal with the threat to the survival of community farms and businesses while addressing aspects of global warming.

To combat the threat posed by a contracting economy, now’s the time to embrace an old philosophy made new again – ‘buy together, sell together’.

Posted by: Steve Banis

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

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Emotions rule…so get comfortable

November 2, 2008

Categories: Advertising, Customer Focus, Marketing Message, Social Networking, Strategy

In just a couple more days, the nation will be sending out a job offer letter to the man we’ve chosen to become the 44^th President of the United States. Such will mark another milestone in a year to remember, and another event that triggers fierce emotion.

(for more on creating a comforting message click here)

On Friday, I was listening to a discussion on my local NPR station with an engaging psychologist. The topic was the effect of extreme stress on people brought on by all this worldly chaos. It’s true. You feel it, I feel it – and our customers feel it.

There are two Holy Grail emotions of direct marketing: Fear and Greed. To trigger immediate action, nothing beats the extremes of fear and greed. But you can’t build long term relationships based on extremes. In the darkness, people need light and leadership. They need hope.

The right emotional appeal for today is Comfort. It’s that good feeling you get in your gut when you know you’ve got a friend – like warm soup on a cold winter day.

M’m M’m Good!

Think of some of the classic advertising campaigns and their human approach. Campbell’s Tomato Soup – such soothing comfort in that simple red-and-white can. M’m m’m good! And Coca-Cola – that sweet, satisfying taste, gulped from that funny-shaped bottle. And Frosted Flakes – like Tony the Tiger says, “They’re G-r-r-r-eat!”

[Note: On September 29, 2008, the Dow Jones Industrial Average fell 777.68 points and the only member of the S&P 500 to post a gain was Campbell Soup]

Studies have shown that people connect to these products on a deeply emotional level. These are quality products for sure, but customers first tried them because of their great brand personalities. And once they were in, those products became friends for life. Coke drinkers rarely switch to Pepsi, or vice versa. Not gonna happen.

Why? Because they love their product. They’ve made a strong emotional connection to Coke or Pepsi or Campbell’s soup, one that engenders not only passion, but fierce loyalty as well.

In the topsy turvy world we live in right now, think long term. Fear and greed may get people to jump, but comfort will get them to sit down beside you.

Posted by: Steve Banis and Rich Hallett

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

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What’s working?

October 26, 2008

Categories: Business Development, Courage, Decision Making, Lead Nurturing, Marketing Message, Social Networking, Strategy

During a recent session with my creative team, we were debating the merits of offers designed to make the phone ring for a potential new client. It’s tough these day, isn’t it? I meet many business owners, and the economy is driving many of them to ask for advice on what’s working out there.

While every situation is unique, here are a couple of ideas to think about. They use two different strategies: One is already a well-known community builder – bringing millions of people together. The other is a recent direct sales promotion with a titillating offer.

[For greater detail on the sales promotion example below click here]

An American Social Network

There’s one thing that’s tried and true in America. It’s even considered recession proof. Offer an opportunity for a little entertainment, keep it free or extremely affordable, and make it easy to access. And as I write this I’m preparing to engage in one of the greatest social networking activities in the country that encompasses all three of these characteristics.

Need a hint? Today is a late October Sunday in America.

On fall and early winter Sundays in America, millions of professional football fans (and some who aren’t even fans) sit down with their picks. They watch upwards of 6 hours of football on TV; eat wings, subs, and chips; and drink beer, soda or other beverage of choice. They want to win this week’s football pool (for entertainment purposes only of course.) And on Super Sunday in February, the number of people in football pools reaches the tens of millions.

It’s entertainment folks, and it fits their lifestyle. The NFL has legions of fans who have incorporated football on Sunday into their lives. It’s part of their “cause” called life.

Is their something about your organization, industry, its participants, or the environment in which it operates that a certain segment of the population will care enough about to incorporate as a regular part of their lives? A recession doesn’t kill a person’s passion. Oh it may get in the way or dampen it sometimes, but it won’t kill it. People need to feel alive. And connecting with people, events, and things they like is an important way they stay energized.

Made you look

A good, old fashioned direct sales pitch seems rare to me these days. Recently I got an email with a very intriguing subject line:

How to Make Millions in a Bad Economy

OK, I’ll bite. I clicked and learned that InfusionSoft, a CRM vendor I’m interested in, is offering me an “Economic Stimulus Package”. Seems they’ve helped hundreds of small businesses, and to help me in these tough times, they’ve established a package that only 19 businesses will qualify for. Then, an email 2 days later, offered “Proof: InfusionSoft Doubles Sales in Any Economy”. It’s a pretty good email campaign.

I’ll bet lots of targets on their lists are intrigued, and at the very least, are taking some action. They made me look and that’s the highest compliment I can pay a direct marketing campaign.

[Again, if you want more detail on this campaign, see this article]

What’s timely in your business? What’s the biggest objection your sales effort is running into? Can you craft an interesting promotion that addresses that main objection and is relevant?

Remember, recession or not, good marketing still works.

Posted by: Steve Banis

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

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You OK?

October 19, 2008

Categories: Advertising, Courage, Decision Making, Family Business, Management, Marketing Message, Social Networking, Strategy

I’ve got a couple of close friends who have senior positions in financial services. One’s at Wachovia, the other at UBS.

My friend at Wachovia, once considered one of the most conservative banks in the country, thinks he works for Wells Fargo now, although he’s not sure if he’s actually still employed. I asked my other friend at UBS how things were a couple of weeks ago. He told me that the bank had written off many billions over the summer and it was felt that most of the bad news was already dealt with. But this past week the Swiss National Bank put $5.3 Billion into UBS and established a fund to take on up to $60 Billion in thier risky assets.

How deep does the well go? Your employees, team member, suppliers, vendors, partners, and others are wondering the same thing.

Our government’s “rescue plan” signals the start of what is likely to be an 18 to 24 month struggle. When the sun shines brightly again, those standing will prove they’ve had the chops to compete, survive, and even grow. Right now, it’s time to close ranks.

When almost all the news seems as bad as it does now, the first thing to do is to speak with those in your inner circle. Ask them if they’re OK. Then tell them how you’re sizing up the situation – and be as honest and direct as you can be. Then ask for their help. Empower them to feel a part of the solution.

Your customers, suppliers, vendors, partners, and more want to deal with those they can trust to fulfill their promises. Where it applies, the media will also want to know your status. It’s essential that those on your front lines be fully briefed and know the game plan.

Start with your staff and team members – including yourself. Figure out the questions others will ask, and be ready with your answers. Be proactive: Pick up the phone, send an email, or a personal letter. Talk about how you see things right now. What your plans are. How you value your relationship with them and that you’ll be around to continue growing that relationship.

Your inner circle is the foundation for survival and growth. Take the time to check for cracks and fix any you find. Show understanding. Be reassuring. Show vision. Be a leader.

When you go home at the end of the day, you’ll probably have some fear and doubt – you wouldn’t be human if you didn’t. Be sure that you communicate with your personal inner circle as well. Include family, friends, clergy, your trainer, and yes, your psychotherapist. Don’t carry the weight alone. It’s selfish and a recipe for failure.

You’ve got a long road ahead. Pack a lunch. And invite all those close to you along for the trip.

Posted by: Steve Banis

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

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Social Networks have become “anti social”

October 1, 2008

Categories: Ad/Marketing Agencies, Lead Nurturing, Social Networking, Startups, Strategy, Websites

Once upon a time, going to a party or having a drink at the end of the week was considered social networking.

Today, too many marketers, agencies, and advisers think that setting up a Facebook or Myspace page, a Linkedin profile, a Squidoo Lens, or tweeting on Twitter makes them a social networking expert.

Social networking sites and applications are designed to bring people together online, and, employed wisely, they can be good tools for building online communities. However, this is only one element of an effective “social networking” program.

Excepting a few very unique business models (amazon perhaps) – all social networking programs, and in fact ALL marketing programs, must ultimately involve human interaction. Facebook and others are good at sorting people and helping similar birds of the same feather find their flock.

Bringing people together online is an important step, but the next step is to create opportunities for touchpoints. Principals and/or their representatives need to meet, diagnose problems, propose solutions, build relationship, and establish trust.

Trust, is required to inspire action.

It’s fun and easy to join online groups, post comments on blogs, and share thoughts and ideas. But the proliferation of spam filters, firewalls, and virus scanners are evidence that while cyberspace is fun, good sense dictates that you’re not taking anyone home to meet your mother until you’ve checked them out first.

So go ahead, get social. Just don’t forget the feel of a firm handshake.

Posted by: Steve Banis

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

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Why choose us?

Get In Touch

That’s because the restoration of hope makes people feel better.

I’m not talking politics here, I’m talking human nature.

1. Permanent Change

Joining the Hunt

All these approaches add up to the creation of modern commercial villages.

M’m M’m Good!

[Note: On September 29, 2008, the Dow Jones Industrial Average fell 777.68 points and the only member of the S&P 500 to post a gain was Campbell Soup]

An American Social Network

Made you look