MASSolutions

Inaccurate Paterno Report Another Example of "Get It First" Media Culture Gone Awry

2012-01-22T11:46:00.000-05:00

It seems another case of the "Get it first no matter what" internet media mentality led to the premature announcement that Joe Paterno had died yesterday. While the legendary Penn State football coach did indeed pass away this morning, Onward State, a Penn State blog, announced Saturday evening that he had died. CBSSports.com then reported the same story, resulting in nationwide coverage of the inaccurate report.

CBSSports.com later said it was relying on the information from Onward State. The blog retracted its report saying "We were confident when we ran with it and are still trying to figure out where our process failed. We apologize sincerely for our error." Onward State's managing editor, Devon Edwards, announced his resignation Saturday as well.

Paterno's family released a statement this morning: "His loss leaves a void in our lives that will never be filled. He died as he lived. He fought hard until the end, stayed positive, thought only of others and constantly reminded everyone of how blessed his life had been. His ambitions were far reaching, but he never believed he had to leave this Happy Valley to achieve them. He was a man devoted to his family, his university, his players and his community."

Onward State and CBSSports.com indeed "got it first" but didn't get it right. Unfortunately, the combination of the immediacy of internet news and the continually reduced standards of internet journalists has made erroneous or just plain false reports far too common. We owe it to ourselves and our readers to do more to get it right regardless of whether or not we get it first.

Cloud Music Changes How We Buy and Listen

2012-01-07T21:39:00.002-05:00

As a kid, I remember listening to 8-tracks move from one track to the next by fading a song in and out. While working as a DJ in my teens, I found 45’s easy to use while cassettes were a bit more difficult to cue up when working a dance or dimly lit bar. Suffice it to say, I was happy to see the compact disc arrive and now think it would be much easier to play a wedding or dance using digital music.

It's easy to see how we consume music changes over time.

Today, Cloud Music services provide a completely new way to look at (or should I say listen to) music. No more time spent making sure your music is available in your car, at the office or throughout your home. No more synching multiple devices.

You can choose to have an online “digital locker’ with Amazon Cloud, Google Music or iTunes Match, which lets you store your music online and play it back on any computer or device.

Or you can go with a subscription service like Spotify, Rhapsody or MOG and have unlimited streaming of just about any song ever made for a monthly or annual fee.

Record companies see the combination of digital locker and streaming services (which pay a royalty per listen) as a potentially lucrative and maybe even industry saving revenue stream.

Amazon and Apple are battling for future download sales. Once a customer chooses their digital locker, the odds are they’ll stay and buy their music from that company.

Google’s free cloud storage might be appealing to Android users who want their music everywhere.

Spotify, Rhapsody, MOG and others are betting that the trend of buying subscription services in other industries will expand to music.

The broad target audience can be defined as “just about everybody” because so many people enjoy music. It will be interesting to see how each company segments or drills down into the market and tailors its message to reach and influence prospective customers.

It doesn’t necessarily mean music ownership is dead. But Cloud Music services clearly will grow and change how we listen and buy music.

Marketing Lessons from the Campaign Trail

2012-01-04T08:15:00.002-05:00

Political campaigns share a lot of the characteristics of marketing and selling programs:

The winners drill down into segmented target audiences and find out what they want or what resonates with the target group.
Creative messages are developed and tweaked to reach and influence those target audiences.
A strategic plan is crafted to "get the word out."
Reach and frequency of message is achieved through various communication mediums.
Competitive analysis and positioning against the competition is part of the plan.
Direct selling or "making the ask" is done again and again.

This year's Presidential Primary Campaign is a good example. Last night's Iowa caucus showed how important market segmentation and creative messaging is. The negative ads hurt Newt Gingrich. Rick Santorum did what we counsel client sales teams to do: Make the calls, make the ask. Romney's positioning has consistently been that he is battling Obama and taking the high road. Santorum gained some traction over Perry and Bachman via consistency of message.

Regardless of party affiliation or ideology, marketers can learn a lot from successful (and not so successful) political campaigns.

12 Marketing Resolutions for 2012

2012-01-03T09:04:00.004-05:00

As we kick off 2012, here are 12 New Year’s Marketing Resolutions to help you and your company:

Embrace Social Media as part of your Marketing & PR strategy. Focus time on creating content relevant to your target audiences and on learning about your marketplace. Less Angry Birds and fun Facebook stuff, more content development and information gathering.
Use LinkedIn as a resource for Pre Call Prep, prospecting, networking and competitive analysis. The online professional network is a must for entrepreneurs, marketers and senior leaders.
Build a keyword rich LinkedIn profile that tells your story enhances Search Engine Optimization.
Instead of just signing up and following celebrities on Twitter, organize your followers by category and scan for valuable content. Retweet what you think is valuable and use other information to enhance your marketing and selling efforts.
Develop a content strategy for Twitter. Decide what key messages you want to convey and develop a schedule to do so. Create an inventory of tweets to increase awareness and follower base.
Use Facebook for more than pushing information out. Keep abreast of what interests key target audiences and create two way conversations by asking their opinion. Make customer success stories shareable. Address negative comments quickly and honestly.
Contrary to what some think, email isn't dead and can be an important part of your marketing and selling strategy. Drill down into your target markets and create email messages that show what’s in it for them.
Commit to staying current with Social Media tools. It doesn't have to be a huge time investment--an hour or two a week that's convenient to you can make a big impact.
The tenets of successful messaging apply to Social Media. Tell your story with clear and succinct messages that resonate with your target audiences and stay consistent with your overall brand.
Use Social Media to make customers and employees an extended part of your Marketing Team. As Social Media becomes more a part of our lives, we use our online network to share opinions quickly and easily. Manage these relationships and leverage Social Media so customers and employees spread the good, rather than bad, word about products and services.
Incorporate Mobile into your marketing strategy. Online purchasing is moving to mobile. Google estimated 44% of last-minute holiday shopping came from smartphones or tablets. Mobile provides a great opportunity to market to unique, segmented audiences at or near their time of purchase.
This year, make sure you live up to your New Year’s Marketing Resolutions.

Don’t Take the High Octane Road: 7 Ways to Embarrass Yourself When Leaving

2011-12-15T15:16:00.007-05:00

#1: When faced with a difficult, potentially controversial decision, avoid bold statements.

“I’ve bought in and sold out to Tulsa. My wife told me if I leave Tulsa it will be alone.”

---Todd Graham prior to leaving Tulsa to be the University of Pittsburgh’s head football coach.

Making career decisions isn’t easy. You have to weigh personal and professional issues and make a choice. If you are considering a move, why make an emphatic statement about staying where you are? It’s unwise at best, duplicitous at worst.

#2: Minimize hackneyed clichés and press conference lingo.

“I’m a family guy. This is the first job I’ve ever taken that has benefitted my wife.”

---Todd Graham after leaving Pitt to become head football coach at Arizona State University.

When people leave one position for another, they often cite “family reasons.” We’re trained to be skeptical and wonder what the real story is. If it truly is to make your spouse happy, refer to #1.

# 3: Stay away from inflammatory public criticism of others, especially if you have a history of doing the same thing.

“They’re nothing but mercenaries.”

---Todd Graham commenting on three coaches who left Pitt to join Coach Rich Rodriquez’ staff at the University of Arizona.

Dramatic statements criticizing others don’t do much good, particularly if you end up guilty of what you criticized them for.

#4: Temper the hype. Focus on goals and targets instead.

“We’re a no huddle football team. Fast tempo, high octane. We’ll be the most explosive team in the country.”

---Todd Graham at press conference upon becoming Pitt head football coach.

“What's our offense going to look like? Well, obviously our offense is going to be high octane, it's going to be quick striking, explosive. Our whole deal is about explosive plays.”
---Todd Graham at press conference upon becoming Arizona State head football coach.

#5: Deliver difficult news in person and treat people with respect.

Pitt’s players learned their coach was leaving via a text that Graham asked his director of football operations to forward to them. I don’t care how old you are or how much you like texting. You do not deliver serious, personal news via text.

He emailed his resignation to Athletic Director Steve Peterson. If you are leaving an organization, do so with dignity. Respect your superiors whether you like them or not. Don’t resign via email.

#6: If you preach something, at least try to live up to your words.

“The number one goal of our program is to produce men of character and of integrity. Men that have giving hearts.”

---Todd Graham at press conference upon becoming Pitt head football coach.

#7: Passion is good. Using the same script time and again, not so much.

“It’s an honor for me to be at Pitt. Tony Dorsett, Dan Marino, Mike Ditka, Mark May. All the great players and the great tradition of Pitt football. I want to give all the respect to Coach Wannstedt, Coach Bennett and the class of 2010.”

“It’s such an honor for me to be taking over the program that the legend Frank Kush built…it also would be remiss for me not to talk about Coach Erickson and the 2011 Sun Devils. He’s going to be a Hall of Fame coach…How about let’s play it like Pat Tillman and Terrell Suggs…like Jake Plummer and Danny White…”

---Todd Graham at his first press conferences at Pitt and Arizona State.

When you make the difficult decision to move on, avoid these pitfalls and take the high road instead.

Take a trip down memory lane with Todd Graham via the links below:

Graham Leaving Rice for Tulsa

Initial Story about Graham's Hiring at Pitt

Pitt Acceptance Press Conference

Local ASU News Stations React to Graham's Hiring

Comparing iPad to Kindle Fire Misses the Point

2011-11-28T20:01:00.004-05:00

I've read a number of Kindle Fire reviews that compare Amazon's new tablet to the iPad, often on a point by point basis as far as specs. I think this approach is flawed and misses the point.

When we buy a product, we have a specific goal in mind. When selecting a television for the main entertainment area in your house, you look for something different than when buying a television for a bedroom or the kitchen. You know that the 61 inch TV for the main room serves a different purpose than a 27 inch TV to watch in bed.

The same goes for the iPad and Kindle Fire. The iPad is nearly 3 times as expensive as the Kindle Fire. Doesn't it make sense that it will have more capabilities and be bigger?

People who could afford an iPad and wanted one bought one. Others maybe couldn't justify the price tag of the iPad but still want to be able to consume content conveniently. For this target market, the Kindle Fire works. It's not a device to take pictures or video with, although I'd argue the iPad isn't either for the vast majority of owners. I'm still looking forward to seeing that first iPad user hold that tablet up and say "Cheese." I know, I know, the iPad has video chatting. Great. If that's a major need of yours and you can afford it, buy the iPad. I hope you also get the 61 inch TV. Whether you do or you don't, I'm pretty sure you don't expect it to be the same as the 27 inch model.

Another point made in Kindle Fire reviews is that it doesn't have the memory of the iPad. Again, I think this misses the point. If you like the Cloud Concept, the Kindle Fire will be a good, lower priced alternative for you as far as video, books, checking email, music and web surfing. If you don't like the Cloud, then the Fire might not be for you so you either save up and get the iPad or go without.

I have both an iPad and Kindle Fire. I think both are good products. I also understand that they are different devices that serve different needs for different prices.

Like most purchases, it comes down to the main points: What are your wants? What are your needs? How much can you spend? Answer those questions and decide whether to buy an iPad, Kindle Fire, another device or nothing.

Does the iPad Finally Have Some Real Competition?

2011-11-17T14:06:00.010-05:00

Since Apple created the iPad nearly two years ago, competitors’ tablets have failed to make an impact. When Amazon's Kindle Fire hit the market this week, tech lovers wondered if it might be the first real competition for the iPad.

Amazon has built brand equity with Kindle and consumers know the name. But do they know the difference between various Kindles? The Kindle Fire is a tablet, not an e-reader. If you are looking for a device to read books, e-readers like the Kindle and Nook that feature e-ink are a better option.

The Kindle Fire is also not an iPad. The iPad is larger (9.7 vs. 7 inch screen), costs more than twice as much ($499 vs. $199) and is heavier (by about a third). The iPad also has more features and memory than the Kindle Fire.

But I don't see it as a battle between the iPad and Fire. Instead, it’s a win for consumers.

• Both offer end-to-end media solutions tied back to their respective Motherships. The iPad has iTunes for music, movies and shows along with online purchasing through the Apple Store. The Kindle Fire offers free movies and shows through Amazon Prime, the Amazon Cloud MP3 player and purchasing through Amazon.com.

• When it comes to content consumption, you can’t go wrong with either device. Both have high resolution screens that are great for watching video or web browsing.

• In my very unscientific tests, the iPad seems to boot up quicker and is a bit faster loading websites. The Kindle Fire seems to load video quicker. But the main takeaway in all three cases is both are fast.

• Apple pretty much created the app marketplace and the Kindle Fire features the Android App Store. Whether it’s managing your social accounts through HootSuite, listening to Pandora or checking scores on ESPN ScoreCenter, both devices offer plenty of popular apps to choose from.

If you prefer the bigger screen, capturing photos and video chatting (and can afford the price), the iPad is a better choice for you. The Kindle Fire is a lower priced option, fits comfortably in your hand and coat pocket and still does quite a bit.

The bottom line: With the Kindle Fire, the iPad finally has some competition and consumers have a choice. My guess is both devices will please their respective target audiences.

Penn State Messaging Not "In Best Interests of University"

2011-11-10T09:35:00.002-05:00

As the Penn State scandal continues to unfold, I feel like I'm watching a sad movie. The far reaching, sordid mess seems unreal and like a storyline from a bad Hollywood script:

*The famous coach and all-time leader in wins, known for his integrity and leadership, is fired for not doing the right thing.

*The highly successful university president, recognized for his moral stands against issues like campus drinking and trained as a family therapist, is also dismissed for not doing more to put a stop to abusive behavior by a former coach that hurts children and their families.

*The school known for its teaching, research and scholarship humbled by a scandal unrelated to academics.

It's been said thousands of times already: It is a tragic story that changed lives forever, most importantly, the victims and their families, but also the lives and legacies of Paterno and Spanier.

Though much less important in comparison, the university's image--the Penn State brand--suffers big time and the PR strategy or lack thereof hasn’t helped.

From the time the news broke about the charges against Sandusky, Penn State's leadership fumbled the messaging. During a crisis, accurate and timely information must be provided regardless of how negative the story is. Penn State didn't communicate clearly or frequently enough. It seemed like the university didn't have a clear focus of what to say, how and when to say it.

As the story and number of allegations grew, public perception of the school's leadership, specifically Spanier and Paterno, became increasingly negative.

Penn State’s messaging should have been clearer from the onset and throughout the process, something along the lines of:

"This is a tragic situation. The alleged victims and their families suffered irreparable harm. The leadership of the university did not respond appropriately. We should and could have done more."

When the board of trustees held the press conference announcing Paterno's firing, John Surma, CEO of US Steel and vice chair of the board, was their spokesperson. He is a successful and talented man. However, Crisis Communications is not his primary area of expertise and it showed. His delivery and key message points were simply not up to snuff.

Surma repeatedly used standard crisis communication language about the board acting "in the best interests of the university” and offered few specifics. In a scandal of this magnitude, possibly the biggest in collegiate sports history, the media and the public will not accept just standard language.

Having worked through many Crisis Communications situations, I know legal counsel is and should be involved in the messaging. However, it is the spokesperson's responsibility, in this case Surma's, to push legal counsel to allow meaningful, substantive messaging instead of a statement consisting mainly of benign “safe” language.

Surma needed to be more specific, direct and forthcoming. Here’s an example of how the message might have been conveyed:

"The Board of Trustees has spent the past few days gathering and analyzing as much information as possible and deliberating on a course of action that is in the best interests of the university.

Our prayers go out to the alleged victims and their families. We as a board must do whatever we can to support them and take the necessary steps to ensure a tragedy like this never happens again.

With that in mind, the board unanimously agreed that the university needs to move forward with new leadership as a result of this tragic situation.

Graham Spanier will no longer be the president of Penn State University. Joe Paterno is no longer the coach of Penn State's football team.

We made the decision to relieve Graham Spanier and Joe Paterno of their duties because we believe they did not provide the necessary and appropriate leadership in this difficult situation. The board feels that they, Spanier and Paterno, did not do enough. They did not do all that they could have with respect to the Jerry Sandusky situation dating back to at least 2002.

Penn State University's mission is to educate students from Pennsylvania, the nation and the world, and improve the well-being and health of individuals and communities through integrated programs of teaching, research, and service.

We believe the actions of our leaders, in these sad circumstances, were not consistent with the university's mission.

Penn State University is an institution that impacts so many students, parents, alumni and communities throughout the world. We have an obligation as a board of trustees to live up to our mission and to serve those groups appropriately. We believe these decisions and leadership changes are consistent with those ideals and the university's mission."

Penn State’s handling of the Crisis Communications has been subpar from the beginning. In that respect, the board has not acted in the best interests of the university.

The "Interview Quotes" Book Format

2011-11-04T13:09:00.000-04:00

Storytelling impacts just about every part of our lives. That's probably why I like to read, write, tell and listen to stories. Recently, I stumbled across a new format, if you will, of story telling through books. By chance, three of the books that I'm currently reading for fun (in contrast to business books which might be fun but also could be more like work, depending on the subject and author) use what I call the "Interview Quotes" book format.

Those Guys Have All the Fun

Everybody Loves Our Town

I Want My MTV

This book style lists quote after quote from people the author interviewed about the subject. The books still follow the chapter approach with related quotes tied to the main theme of that chapter placed next to each other. But the books literally end up being hundreds of pages of quotes.

At first I wasn't sure what to make of it. In some ways, it seems easier to read. Yet in other ways, it seems more difficult in that I became tired of the constant stream of quotes and thus didn't read for long as I normally would.

After thinking about it, I realized that while different, the books achieved their objective of telling the story the author or interviewer wanted to tell. The books provided me with the story--background, anecdotes, personalized thoughts--about the subjects I was interested in. The books got the job done even with a story telling style I didn't expect.

That being said, I'll be interested to see if the trend continues and the "Interview Quotes" book format becomes more prevalent.

What do you think?

Madoff Madness: The 60 Minutes Interview

2011-10-31T11:32:00.004-04:00

Last night's 60 Minutes show featured Morley Safer's interview with Bernie Madoff's wife Ruth and their son Andrew. I hadn't planned on watching and only saw the beginning as a result of the NFL lead in. But once I started watching, I couldn't stop.

Some thoughts:

Morley Safer will be 80 years old on November 8th. While he looks it, he is still a top notch interviewer. He asks the questions you are thinking of while watching. His demeanor fits the format and he is part of the show but not the show.
Ruth Madoff calmly explains that when Bernie called home and suggested she shift $10 million to their checking account, it was nothing unusual. Man, if that doesn't tell you that they lived in a different world, nothing will. Imagine that conversation: "Honey, can you shift $10 million to our checking account?" "Sure, and on your way home, can you stop and pick up a milk factory?"
Andrew had his message down and as a result came across as scripted instead of contrite. He was composed to a fault and didn't show much emotion about his brother's death. He emphasizes that he knew nothing about what his Dad was doing and seems convinced that if that is true, there's nothing wrong with it.
Andrew's fiance, Catherine Hooper, plugged the book, Truth or Consequences by Lori Saddell. Safer mentioned that Hooper will be the only one to get income from the book. Hooper recently blogged that there's no such thing as bad publicity. Maybe that's why she seemed almost too comfortable with the interview. She came across to me as too scripted and comfortable with the "opportunity.
60 Minutes was built on great reporting and around talented journalists. As the originals like Wallace, Safer, Rooney et al move on and as their core viewers over the years get older and older, can CBS even hope to maintain the brand?

Messaging Advice Worthy of Pulitzer Prize

2011-10-29T11:30:00.001-04:00

“Put it before them briefly so they will read it, clearly so they will appreciate it, picturesquely so they will remember it and, above all, accurately so they will be guided by its light.”

Joseph Pulitzer (1847-1911)

That pretty much sums it up. Give that guy the Pulitzer Prize!

9-9-9, Occupy Wall Street, Tea Party: Different Messages Yet Common Thread

2011-10-28T10:19:00.000-04:00

Successful communication and marketing campaigns feature memorable, creative messaging that makes an emotional impact.

Since we are bombarded with messages on a daily basis, we tend to focus on the ones that we can relate to. Advertisers, salespeople, politicians and anyone presenting ideas need to make it about their target audiences and focus on one big idea.

Whether it's Herman Cain's 9-9-9 (or his recent "smokin'" YouTube ad for that matter), Occupy Wall Street protests or Tea Party Town Hall meetings, the power of story telling spreads the word to target audiences.

Specifics behind Cain's 9-9-9 idea might not be remembered but the simplicity of improving the tax code probably will be.

The takeaway of "The Other 99%" battling the "super rich" 1% is straight out of Hollywood and is a memorable storyline.

Talking about less government can stir emotions and vivid examples of government miscues help tell the Tea Party story.

Three different messages but one common thread: Memorable, creative messaging that makes an emotional impact and focuses on a core theme.

The next time you need to communicate, improve your message by asking yourself: What's the Big Idea?

When Salespeople Aren't Going to Make It, Do the Right Thing

2011-10-27T08:18:00.001-04:00

MASSolutions helps companies increase sales. We do that by helping sales teams sell more through coaching, mentoring, improved processes, better incentives and stronger sales messaging.

In doing so, we have the chance to see and hear how sales teams do what they do. Sometimes it’s good, sometimes it’s a bit disconcerting.

One thing we hear a lot is the head of Sales (Sales Director, Sales Manager, VP or even President of a small business) asking individual sales people what is happening in the marketplace.

The conversation goes a little like this:

Head of Sales: “So what’s happening out there?”

Salesperson: “I’m talking to (insert position of decision maker) at (list a bunch of prospect company names) and they keep telling me (list favorite stall or objection salesperson THINKS is the reason for not buying).”

Head of Sales: “OK. What if you tried (mention potential ways company can overcome pain point.)”

Salesperson: “Actually I’ve tried that and it didn’t work because (insert response which ends up being another favorite stall or objection salesperson THINKS is the reason for not buying).”

This usually goes on for awhile. The salesperson is underperforming and has been coached for an extended period. The head of sales is frustrated and trying to figure out whether to keep the salesperson in the hopes that some dramatic change will occur or do the painful, gut wrenching, time consuming task of detailing deficiencies, developing a plan of corrective action and possibly terminating the salesperson.

Inevitably, it comes. The time when the head of sales and the salesperson begin to play the “Say What You Want to Hear But Nothing Changes” Game.

Head of Sales: “Do you think you can (insert goal that must be hit or the world comes to an end)?”

Salesperson: “Yes, I know if I keep doing this or that it’s going to happen.”

Head of Sales: “We've talked about (insert new way of doing things and number of calls that must be made and other activities). Are you going to be able to do these things?”

Salesperson: “Yes. I think if I just do the things you're telling me to do, it will work.”

Head of Sales: Some sort of open ended question about where salesperson’s head is or how they feel about the situation/company: “Where’s your head on this? What’s your thought about (Company Name) and selling here?”

Salesperson: “I love my job. I see myself working here for a long time. I like the people I work for and with. This is what I want to do.”

Heard something similar to this at least a thousand times. I can specifically remember a ton of those people that ended up not making it at that company. Right now, I can’t name one person who successfully turned it around. Probably exists, just can’t recall who.

If you are the head of sales or the salesperson struggling to implement sales processes and a new way of doing things, either person, you need to be realistic. After sales training, coaching, role playing and other one on one mentoring, the salespeople who are going to succeed will get it and be making a positive impact. Those who are not improving after significant mentoring and coaching for an extended period most likely aren't going to change dramatically. This doesn't mean they aren’t potentially good salespeople. But it does mean they most likely aren’t a fit for the current position and company.

At this point, both parties need to be fair to each other, themselves and their company.

The head of sales needs to be honest and communicate clearly. Do the necessary and uncomfortable work of helping the salesperson move on.

The struggling salesperson must do honest self analysis. Do I want to be in the sales profession or am I "trying" sales? Do I enjoy selling? If the answers are "Yes," then develop a list of companies to target that might be a better fit based on selling style and sales cycle. If the answers are "Maybe" or "No," take the time to figure out what you want to do with your career. Otherwise, you're going to go through this again and again.

Stuck In the Middle--Are Middle Managers No Longer Needed?

2011-10-19T15:16:00.001-04:00

Every so often, news reports and studies predict the end of the middle manager is near.

Middle management played a critical role beginning with the Industrial Revolution on through the Continuous Quality Improvement era. Senior executives valued the management and communication buffer between them and front line workers.

In the 1990’s, restructuring and downsizing led to the elimination of many middle manager positions and the road has been tough ever since. Now, the Technology Revolution has supposedly reduced the value of middle management even more.

Technology can monitor performance, create reports and generate instant feedback. Communication up, down, around and outside the organization can be done quickly and easily. Generations X and Y don’t want or need a boss that simply keeps track of what they are doing and when they are doing it. Heck, they can do that themselves through technology.

So are the days of middle management numbered?

No. But the role, approach and skills of middle managers will continue to change.

Middle managers can still be valuable mentors that provide insight based on experience and expertise. However, the mindset has to change from demanding to earning respect. From being above employees to working side by side with team members. From delegating work because they have the authority to do so to doing some of the work they can do themselves.

This requires staying abreast of new technologies and embracing, rather than fighting, change. It also means communicating often and openly with team members through the mediums they use. Quick conversations instead of long, formal meetings. Texting when immediacy helps. Brief emails instead of detailed “cover your back” messages.

And, the big one, Social Media. If middle managers subscribe to “Fear and Loathing of Social Media,” an opportunity to engage and build relationships will be lost. Yes, a common sense approach is necessary so time spent on Social Media sites doesn’t become a big waste. But a police state mentality will hurt productivity more in the long term.

I believe Middle Managers can and should be a valuable part of organizations to lead, manage, challenge and motivate individuals and teams. Technology has changed how they do so. It’s up to each middle manager to decide if that was for better or worse.

Jimmy John's Gets It

2011-10-06T15:26:00.000-04:00

Jimmy John's is one of those companies that just gets it from both an operational and marketing standpoint:

They clearly define the business they are in: Selling subs to hungry people who don't have a ton of time or money to spend on lunch (or dinner).
They know their target audience: People who want an inexpensive and quick lunch either by walking a short distance from their workplace or delivered to their office.
They are diligent, passionate and focused. They have efficient systems and processes and a basic menu. You know what you are getting and you get it.
Their messaging is strong: Simple, memorable and focused on the big idea--Fresh. Fast. Tasty.
They use creative promotions to reach new and existing customers. They utilize social media, email marketing and word of mouth to bring customers in and then they deliver literally and figuratively.

Today, the downtown Pittsburgh location had Customer Appreciation Day featuring $1.00 Subs. The lines were ridiculously long for four hours.

Many of the people standing in line weren't thinking rationally about it. Otherwise they wouldn't have spent 20 minutes in line to save a whopping $3.50. They made their decision on emotion and the "feel good" aspect of getting their favorite sub for a $1.

The weather cooperated today in Pittsburgh. But I'm not so sure it mattered all that much because Jimmy John's has a great reputation and loyal customers. Those customers are happy because they know what they're are getting and actually get it, which unfortunately isn't the norm at most places.

Upside Down Advertising Kind of Works...

2011-10-05T08:46:00.002-04:00

Saw this while driving to work. Traffic can be good for some things I guess.

Wonder if this is posted that way for effect? Had to be, right? The outdoor advertising company couldn't make that blatant of a mistake, could they?

It does make you try to read it. So I guess it works.

What do you think?

"The Gamification of Politics"

2011-10-03T16:20:00.002-04:00

Michael Hendrix, a Dallas based consultant working for Michele Bachman's Presidential campaign, talks about "the gamification of politics" where virtual reality games like Farmville allow players to become involved in politics inside the game. Online characters will be able to post signs in their online yards promoting candidates they like.

No word yet if Defense spending will be increased on Call of Duty.

Candidates can also place low priced, targeted ads on Facebook that reach more specific groups at lower prices when compared to traditional advertising mediums. "In the last 45 days, I've designed over 1,000 ads," Michael Beach, a GOP consultant working for Presidential Candidate Mitt Romney said.

The bottom line is social media continues to offer political candidates and their handlers tremendous targeted marketing opportunities. The 2008 Presidential Campaign was the first to see major social media marketing initiatives. We can expect to see even more in the future and not just on national campaigns.

Check out "The Gamification of Politics" stories at

Business Week

Game Politics

Bezos Marketing Vision Focused on Customers and Services

2011-10-01T13:03:00.000-04:00

Jeff Bezos continues to show he's a marketing master. During his presentation unveiling the new Kindle Fire and touch screen Kindle, Bezos said focusing on content is what will enable the Fire to do what others have been unable to do: Gain market share in the iPad dominated tablet market:

"The reason they haven't been successful is because they made tablets. They didn't make services."

Bezos has a long track record of understanding that marketing has to make it about them--your clearly defined target audiences. Marketing Myopia occurs when companies don't understand the market or business they're in, i.e. making tablets, not offering services and content.

True Integrated Marketing involves knowing who you want to reach and influence (clearly defining target audiences), finding out what they want, developing it and giving it to them when and where they want it, at a price they're willing to pay. And, of course, telling them about it again and again.

Amazon is targeting people who want online content whenever and wherever they are and want it at a price much lower than the iPad.

The $199 Kindle Fire can be that product.

Bezos probably doesn't expect to take a ton of business from the iPad. He can do just fine by expanding the market with a device that looks, feels and is priced differently.

Many companies suffer from Marketing Myopia. Amazon on the other hand has a clear Marketing Vision.

UPMC: Dignity+Respect=Inclusion...Huh?

2011-09-30T11:41:00.000-04:00

I drove past a UPMC billboard that says text Respect.

After you text Respect, you'll receive a text from UPMC about their Dignity + Respect Pledge: I will treat everyone with Dignity and Respect. Reply YES + zip to agree. (UPMC's Dignity + Respect = Inclusion campaign)

If UPMC's recent "non negotiations" and threats to keep UPMC doctors and hospitals out of Highmark's network are any indication, the healthcare system isn't focused on treating the community with respect and inclusion surely isn't part of their mindset.

Representatives of the system, including CEO Jeffrey Romoff have stated "there will be no contract with Highmark" because the insurer plans on taking over West Penn Allegheny Health System.

UPMC says this means the insurer would also be a provider and thus in direct competition with UPMC.

Again, back to the "Respect" theme: Does UPMC's board and senior management really think we, the community, as owners of the "non profit" system, wouldn't realize that UPMC has been both a provider and insurer for more than ten years? Are they so arrogant to believe it was o.k. for UPMC to be both a partner and competitor of Highmark but it's not o.k. for Highmark to do the same thing?

In negotiations, both parties can claim to be the good guy while also doing some not so good things. The problem here is UPMC continues to be hypocritical with both their "non negotiation" stance and the insult to injury "Respect" campaign.

I hope UPMC takes their own Dignity + Respect pledge and begins to treat the community with the respect we deserve, which might just equal inclusion...of doctors and hospitals.

How to Reduce Your Time Spent in Meetings

2011-09-27T10:32:00.001-04:00

I have clients who tellme they spend 6 or 7 hours per day in meetings. I believe them because earlier in my career I lived that life.

It's an unhealthy and inefficient approach for a number of reasons, not the least of which is the need to work another 6 or 7 hours a day to get necessary work done. If so many people are complaining about meetings, why do we keep having so many?

I can think of at least five reasons:

*Meetings take the pressure off the person responsible for the decision.They can shift some responsibility to a group or point out the lack ofconsensus.

*Most people don’t know how to prepare for or run meetings in an efficient manner.

*Meetings provide a social outlet for attendees.

*We struggle to write and find it easier to have a meeting and talk rather than writeabout the issues.

*We think we have to because it’s always been done that way and we want to cover our butts by inviting everyone we can think of.

The next time you think of calling a meeting, see if a conversation in person or on the phone can resolve the issue. If not, then write a summary of what you think the meeting will accomplish. Send the written document to the main person or persons involved and ask for specific feedback and recommendations.

If you have a good understanding of the situation and can articulate your position and what you want or need from others, these two steps should reduce your number of meetings considerably.

If you still feel the need to have a meeting, take the time to prepare yourself and the attendees. Develop an agenda and send it in advance. Start the meeting on time and stick to the agenda. Recap the major issues, recommendations and solutions. State next steps and end the meeting when you said you would.

When you are invited to a meeting, respond to the organizer prior to the meeting. Ask what is expected of you at the meeting and the overall goals and agenda. If you do not think you are an essential participant, explain why and offer the opinions you would have provided at the meeting. Let the meeting organizer know that you appreciate the invite but will not be attending.

Are you willing to take these steps to reduce your time spent at meetings?

If not, you probably shouldn’t complain about working all those extra hours to get the real work done.

Listening Just a Little Bit Will Become a Competitive Advantage

2011-09-23T08:27:00.001-04:00

My work with Sales people, sports teams and PR/Messaging professionals has a common, frustrating theme:

Listening skills are not a strength.

Sales people struggle to listen to coaching and mentoring. The average to below average sales reps also do not actively listen to clients and prospects. If they did, they certainly wouldn't continue with the same approach. Instead, the sales reps would make it about them--the client or prospect.

The same seems to happen with athletes. The majority of athletes from youth sports to professionals probably aren't great listeners. On the other hand, the peak performers listen well to coaches, teammates, and opponents then make adjustments accordingly.

When it comes to messaging, the average PR staffer appears to miss the mark when it comes to hearing or understanding what their target markets are saying and thinking. But the best PR/Messaging professionals listen to their clients and target audiences and craft messages accordingly.

Listening takes deliberate practice and an active rather than passive approach. It takes some work and skill but not so much that even the average person can't do it. You don't need to be blessed with amazing talent to become a good listener yet few people dedicate themselves to doing so.

It's a shame because listening just a little bit will provide you with a competitive advantage.

eBay Campaign Sells Two Points

2011-09-22T12:37:00.001-04:00

When you think of eBay do you think of online auctions?

A lot of people do.

The company has strong name recognition and an image as anauction website. eBay is working to change that narrow perception because themajority of items sold are actually new and the company wants to be known as ane-commerce innovator.

With that in mind, eBay has embarked on its first majormarketing campaign in years by focusing on mobile shopping and the ability tobuy new products at the site.

eBay jumped into the mobile shopping game in 2008 as thefirst company to offer an iPhone app through Apple’s App Store. In the lastthree years, eBay’s apps have beendownloaded more than 50 million times leading to $2 billion in goods purchasedfrom the site. And, the majority of those products were new items.

eBay’s campaign includes TV commercials and other adsshowcasing how people can shop on its site anytime, anywhere for anything.

Keymessaging includes:

"When it’s on yourmind, it’s on eBay.”

“Buy it now, Buy it New.”

http://www.ebayinc.com/campaign#

The messaging tackles both of the company's goals:

Promotethe mobile purchase and change people’s mindsets so they think of buying newinstead of just old stuff on eBay.

Well done.

Listen to Advice You Pay For

2011-09-20T15:11:00.001-04:00

Do you listen to the advice you or your company is payingfor?

If you took the time to research and choose a vendor,consultant or firm to work with, why not implement a lot of what theyrecommend?

Have the confidence in yourself to know two things:

1. You made an educated decision in hiring the firm

2. Implementing someone else's idea is a sign of strength and intelligence, not weakness and incompetence.

Otherwise, save your money and everyone's time by not hiring an "expert."

Netflix CEO Now Sees Open Communication as Right Call

2011-09-19T10:08:00.000-04:00

Netflix CEO Reed Hastings did something we don’t see often enough from top execs at large companies. Hastings admitted in a blog post yesterday that his recent decision to raise prices and separate DVD-by-mail and streaming services into different packages was mishandled.

“I messed up. I owe everyone an explanation,” is how Hastings opened the post.

He went on to explain that he was concerned Netflix would not be as successful in online streaming as the company had historically been in the DVD rental business.“Most companies that are great at something—like AOL dialup or Borders bookstores—do not become great at new things people want (streaming for us) because they are afraid to hurt their initial business.”

Sounds a bit like the Marketing Myopia I mentioned in a recent post about Kodak. Netflix is in the entertainment business. The goal has to be to make their service as easy and convenient for their target audiences as possible. A good portion of Netflix subscribers want both DVD and streaming services. Others want a more robust offering in streaming options.

"In hindsight, I slid into arrogance based upon past success," Hastings went on to say. "But now I see that given the huge changes we have been recently making, I should have personally given a full justification to our members of why we are separating DVD and streaming, and charging for both. It wouldn't have changed the price increase, but it would have been the right thing to do."

The price increase resulted in the cost of unlimited online streaming plus one DVD-by-mail to $16 per month from only $10. The New York Times reports that the increase has cost the company about 1 million of its 25 million customers and led Netflix stock price to fall by 15%.

The latest changes mean the DVD-by-mail service will be renamed Qwikster and will become part of a separate brand with its own management team.The price of the company's services will not change.

"We're done with that!" Mr. Hastings said.

The good news is Hastings took the transparent, open communication approach. He admitted he made a mistake and provided an explanation with his strategies to fix it.

On that front, his vision was right on.

Kodak's Marketing Myopia

2011-09-15T13:26:00.001-04:00

Kodak became a franchise in the mind of consumers as far asphotography, cameras and film. The company’s iconic brand was built through a combination of quality products and services, strong visuals like the K logo and memorable advertising and PR campaigns.

But Kodak also suffered from Marketing Myopia. The digitalcamera was invented at Kodak in 1975. Instead of marketing the new technology,the company kept it under wraps for fear of hurting its lucrativefilm business.

Kodak had the myopic view that the company was in the filmbusiness rather than the story telling business. We aren’t buying cameras and film as muchas we are buying a record of our memories. We want to be able to tell ourstories for years and want the quickest, easiest tool to do so.

Kodak would have been better off embracing the new digital technology itinvented. Companies like Sony and Canon took a proactive and aggressiveapproach to marketing digital cameras and when Kodak decided to get in the gameit was too late. The company saw revenues and market share decline as digital imaging became the dominant technology.

Kodak brought Antonio Perez on board as CEO in 2005 to rebuild thebrand for the digital era. The challenge for Perez has been to invest in newproduct lines while also managing the declining film business that still generates a significant amount of the company's revenue.

Perez decided to focus on Kodak's highly regardedprinting technology and abandoned the razor blade strategy of sellinglow-priced printers to make money on print cartridges. Unfortunately, consumers don’t seemexcited to pay more for their printers and Kodak is headed forits sixth annual loss in seven years.

Kodak fell prey to Marketing Myopia by not understanding what their customers were really buying and not knowing what business the company was actually in.

Perez is hoping he can turn things around. If he does, he'll have a great story to tell and the Kodak name will be more than just a memory.

Focus on Personal Growth Rather Than Competition with Others

2011-09-13T07:25:00.000-04:00

A creative man is motivated by the desire to achieve, not by the desire to beat others.
Ayn Rand

We get caught up in the competition with others at work and at home, professionally and personally. It’s easy to forget that striving to improve ourselves and reaching our potential is more important than comparing ourselves to others.

We learn it early in life. Youth sports and other competition has a big focus on winning, no matter how much parents talk about it not being the only thing. In school, social and academic competition is a big part of the experience.

The key is to train or retrain yourself to focus on ongoing personal and professional growth. Build a plan to reach self improvement goals and make blocking out the noise about competing with others a major part of the action plan.

Prime Time for Book Subscriptions?

2011-09-11T20:59:00.001-04:00

I love the idea of Amazon creating a Netflix type service for digital books in which users pay an annual fee to access a library of content. Since I'm an Amazon Prime Member, I really love that the books would be available as part of Prime.

Apparently, book publishers aren't quite feelin' the love. Media reports note that when Amazon presented the idea to publishing execs, they were concerned about the possibility of lowering the value of books and hurting relationships with other retailers that sell their books.

I understand their reservations. The book industry has been hit hard by market forces and the traditional way of doing business is gone forever. Publishers are nervous about yet another possible threat.But subscription based services are both the present and future and could be an opportunity for book publishers.

Why?

We want what we want when and where we want it. Content delivered quickly and conveniently for a small subscription fee is the model for so many other things, why not books too?

What do you think about Amazon's idea to offer a library of digital books through a subscription?

Content is King But Getting the Ransom Ain't Easy

2011-09-09T10:57:00.001-04:00

Rishad Tobaccowala, chief strategy and innovation officer at Vivaki, the digital-media unit of Publicis Groupe SA made this comment in a Wall Street Journal story related to Yahoo and the company's dismissal of Carol Bartz as CEO:

“People tell me that content is king, but that is not true at all,” says Rishad Tobaccowala, chief strategy and innovation officer at Vivaki, the digital-media unit of Publicis Groupe SA. “Most people make money pointing to content, not creating, curating or collecting content.”

Makes a lot of sense and highlights the dilemma. Creating good content takes time and money and in many instances isn't a big money maker. The mantra "Content is King" is still accurate from a user perspective. If you build it, readership and interaction will come. But monetizing it is the real challenge achieved by only a tiny percentage of content developers and providers.

It's about finding a way to get the right message to the right person at the right time for the right (or some!) price.

High Octane Messaging Offensive?

2011-09-04T13:57:00.000-04:00

The Todd Graham era officially began on the field yesterday for the University of Pittsburgh football team.

Off the field, the coach has been focused on Public Relations and Marketing from the moment he stepped to the podium at the press conference announcing his hiring.

Graham is a good story teller and his message has consistently focused on the team's High Octane Offense. The University seemed happy to build the High Octane brand for the football program, making the phrase the core of their advertising and PR campaign.

The messaging is simple, clear and memorable. Graham's story telling "makes it about them": Fans, Alumni and the players.

So it's all good right?

For the most part. But when you make an aggressive claim, you have to live up to it. Unfortunately, in sports the outcome is unpredictable.

The Panthers first game did not feature much of a High Octane offense. That being said, Graham and Pitt have followed a solid brand building messaging strategy. The coach seems willing to take risks with his offense and his messaging. It's clear he's passionate about both.

We'll see how it plays out on the field throughout the season. The team's success or lack thereof will decide whether the High Octane Messaging is credible or not.

"They're Right" Right Campaign for Verizon

2011-08-21T12:52:00.001-04:00

Verizon's "They're Right" Messaging Campaign creatively positions the Fortune 500 company as fairly looking out the "little guy"--the customer--while the union wants preferential treatment that will end up hurting everyone else.

The full page ad begins with "They claim we're asking union-represented employees to contribute to their own health care premiums."

Then, in bold, red letters, centered in the middle of the page, it reads "They're Right."

Most people in the U.S. pay for some (or a lot) of their healthcare through some combination of benefit contribution, deductible or co-pays. Some are still under or uninsured.

If they read Verizon's ad, focusing on how 135,000 non-union employees already pay a portion of the health care premiums and that the company is just asking union-represented employees to chip in like everyone else, they might agree with the closing message point:

"We Think That's Fair."

Excela Scores Rare Quintuple Healthcare Win

2011-07-12T09:46:00.001-04:00

Excela Health is taking an aggressive approach to fighting the flu bug. The healthcare system, based in Westmoreland County, Pennsylvania, has introduced new safety measures to protect patients and prevent the spread of influenza.

The flu vaccine will be provided free to all Excela employees, physicians and volunteers. Plus, the healthcare system's "Mask On" program will require any individual involved in patient interactions that declines the vaccination to wear a mask during flu season.

Excela scores a PR win with the program and becomes a leader in an easily understood patient care area. I'm sure some physicians and employees might complain a bit and possibly attempt to spread some negative word of mouth. But I'm guessing the healthcare system will win in the court of public opinion.

Excela Health's press release included this quote from Latrobe pediatrician David A Wyszomeirski. “The benefit is four-fold. The vaccine protects those who receive it from getting the flu, which as we know can last five to seven days with moderate to severe symptoms. It protects people who have health risks, such as the elderly, or those with chronic medical conditions. It decreases hospital admissions, which saves on health care costs globally, and locally, it benefits our community when health care workers are healthy, and not needing time off to recover from something that can be avoided. That’s a quadruple win.”

In this highly competitive healthcare marketplace, gaining positive PR by taking a proactive stance is a smart move and actually could make it a quintuple win for Excela.

Tech-nically Partisan?

2011-06-28T14:58:00.003-04:00

Do you ever get the feeling that fans of Apple, Google and Microsoft are a bit like the Liberal and Conservative Talking Heads on TV, radio and the internet?

Check out the headline on this story:

Microsoft Launches Office 365, Google Apps Killer

I realize the headline is more of an attention grabber and probably follows the Microsoft media pitch. And I agree that companies should be consistent with accurate, positive messaging. But it seems like coverage (by fans and media alike) of the big tech companies can be about as partisan as Fox or MSNBC.

Managing Is Not Leading or Coaching

2011-06-24T16:29:00.002-04:00

It seems like some organizations subscribe to the “Longest Breathing Employee Becomes Manager/Director” philosophy. When the head of a department or function leaves, the next available person with the most seniority gets promoted.

Other organizations believe that they have to hire a manager, director or VP from within the industry. Otherwise, how could they possibly understand what they do?

Then there are those bosses who only want to hire managers or directors that are less talented than they are.

The combination of these and other scenarios has created a leadership vacuum where very few people in positions of authority are actually leaders or even coaches. Instead, they manage a little bit but really do not lead.

Leadership and coaching are a way of work, a passion or calling. It has to happen on a daily basis. You have to invest in leading and coaching, invest your time in developing others.

Outside Experts Bring Credibility, Enhance Messaging

2011-06-21T11:18:00.004-04:00

Yesterday, I picked up my sons after their first day of the Jamie Dixon Basketball Camp at the University of Pittsburgh’s Peterson Events Center. They excitedly started to tell me what they did and learned.

“Dad, Coach Dixon talked about how there’s a difference between hearing and listening. Hearing is when you are aware of sounds but listening is when you understand what was said.”

I didn’t know whether to laugh or cry. I’ve made this same point every season that I’ve coached my sons in football and basketball. I knew that being their Dad and their coach meant they would tune a lot of things out. But hearing a specific example made an impact on me.

Part of the problem might have been my delivery. It also could be the other speaker is a nationally known, hugely successful basketball coach—the messenger has clout. Or it could be that they’re kids. Most likely it is a combination of all three.

Regardless, there are some clear takeaways.

Think about when you communicate with your co-workers, staff or boss. Are you doing enough to make sure your message gets through?

Outside “experts” will typically make more of an impact with a similar message. You can be frustrated and argue how unfair this is. Or you can accept and even embrace it. Bring in outside speakers to talk to your team. Ask a major client to address the troops. Bring people from your network and throughout your organization in to talk about how they do what they do. Even if they are saying the same things as you, it helps with retention of message and brings credibility.

Also keep your message and delivery fresh, interesting and interactive. The next time I bring up the Hearing vs. Listening message, I’ll ask if they remember what Jamie Dixon said. And, I’m going to freshen up other messages so the stories are more memorable.

As I drove away, I reminded my sons that Jamie Dixon is one of the best in his profession. I emphasized how he combined talent, drive, enthusiasm and hard work to make it at the highest level. Maybe they actually were hearing and listening this time.

Focus on Solutions, Not Time

2011-06-20T14:09:00.001-04:00

Think in terms of results and value instead of activities or time spent working on something.

What is your challenge, issue or pain point? Do you value overcoming it? Of course. So focus on the result, the solution. Think of what can be instead of what is. Place value in that old cliche "peace of mind" in knowing that your challenge or pain point could be eliminated.

If you want to add up hours, worry about a company's size or fixate on cents instead of common sense, get out of the marketing, PR, selling and communications business. I'm not saying cost analysis and budgets don't matter. I am saying that making things happen and seeing the bigger picture does.

Think big. Focus on creative solutions and results instead of "What's that gonna cost me?"

Don't Sell, Solve Problems

2011-06-15T12:27:00.003-04:00

Ever watch people going into or spending time in an Apple store? They tend to look excited and interested. There seems to be a rapport between the customer or potential customer and the Apple Team Member.

Now, think about when you watch people in other retail outlets. Do they seem happy or stressed? Are they engaging and interacting with the store's personnel or does it appear like a wariness exists? Or worse, a confrontation is near?

The big difference is Apple has cultivated a philosophy in which team members focus on solving problems rather than selling. As today's Wall Street Journal article Secrets From Apple's Genius Bar: Full Loyalty, No Negativity notes, Apple is considered a pioneer in customer service that has led more people to visit Apple's 326 stores in a single quarter than Walt Disney's four biggest theme parks last year.

How about this excerpt from an Apple Training Manual: "Your job is to understand all of your customers' needs—some of which they may not even realize they have,"

How Long Until You Cut the Cord?

2011-06-14T09:58:00.000-04:00

With Netflix, Hulu and other internet based content offerings, how long until more consumers cut the cord and cancel their cable TV service?

According to a Multichannel News story Cord-Cutting Risk Seen as Low in CEA Survey it could be a long time. The CEA survey indicated that some 10% of pay TV Households say they plan to cut their service this year. However, 76% of survey respondents were "unlikely" or "very unlikely" to cancel pay TV service in the next 12 months.

The big reasons we still like our pay TV cable, satellite or telco services?
*Sports programming--until there's a way for people to get their sports fix other than cable, the cord won't likely be cut.
*Channel surfing--we love to click and click and click until we find something we like.
*Combo billing--the old lump sum payment is appealing.

Other surveys mention that the risk of losing pay TV subscribers is higher among Generation Y which makes sense because they grew up with the internet and are less attached to traditional TV.

For now, cutting the cord isn't likely for the masses. But that doesn't mean we won't see more and more changes in the future.

Online Daily Deals Bad for Business

2011-06-13T10:03:00.004-04:00

The TechCrunch article Why I Want Google Offers and the Entire Daily Deals Business to Die is worth the read for entrepreneurs and businesses that serve them.

The article makes the point that despite daily deals online being the next big thing, small and medium sized businesses need to beware of the pitfalls of this strategy. Consumers really have no idea how much small businesses lose on these deals. Here's an excerpt:

I fear that customers will think that the generous discount is coming out of Google’s pockets or Internet magic, instead of the merchant’s pockets.

Google gets a big piece of the pie while the small business gets to lose some money on buying what is often bad business--customers only worried about the lowest price.

And here's my favorite point from the article:

For businesses, the notion that deep discounting is the way to acquire loyal customers is equally dangerous. Competing on price doesn’t get you love; delivering high quality products and services, engaging with your customers and creating unique experiences does. The best customers buy experiences, not price.

Music Cloud Another Win, Focuses on Them

2011-06-11T13:24:00.000-04:00

I've been using Amazon's MP3 Cloud service for the past two months and find it convenient and useful. After signing up, I was able to quickly and easily have all my iTunes library placed on the Amazon cloud.

I like the convenience of not having to update various devices with new music.I use my Droid phone to play any of my music in whatever vehicle I'm in. It's also easy to play music on my home or work desktops. Simple, easy, yet makes my life a little more enjoyable.

Google offers a similar service and Apple introduced the iCloud. All three companies--Amazon, Google, Apple--continue to grow by enhancing the lives of customers. Each company finds a way to make it about us and still make money. The 'win-win' cliche ringing true.

Apply the philosophy to your products, services and messaging. Make it about THEM--your key target audiences.

And crank up the tunes while doing so on the Music Cloud.

Cool, Cooler, Coolest

2011-06-10T10:43:00.009-04:00

Which one is cooler?

The Beatles? Rolling Stones?

Russell or Wilt?

Brady? Manning?

Pacino or Deniro?

Mays? Mantle?

Bird or Magic?

Seifeld? Cheers?

Apple or Google?

You pick...but they're all pretty damn cool.

Update on Target's Meeting in Pittsburgh

2011-06-09T08:58:00.003-04:00

Target came to Pittsburgh for their annual revolving meeting. The Minnesota retailer moves the annual meeting to different locations every year. More than 100 protesters voiced their opinion about the company's political donations prior to the meeting.

Today's Post-Gazette Story

The Need for Target-ed Marketing

2011-06-08T14:13:00.004-04:00

Target is holding their annual meeting in Pittsburgh today. The retail giant's stock is trading at a 52 week low and sales growth is not where the company projected it to be.

In 2008, Expect Less, Pay More highlighted the troubles Target was having due to changes in their positioning and the economy. Today's Wall Street Journal story More Target Than Tar-zhay provides an update on the company's ongoing challenges.

Target successfully branded the company as the hip, cheap-chic discounter. The bullseye logo and colorful, memorable advertising helped establish high brand awareness. When tough economic tiems continued, Target made the decision to focus on low prices and food. This enabled the company to achieve some modest sales gains while WalMart saw sales decline.

But for the long term, will Target's image suffer if potential customers no longer purchase stylish merchandise?

Instead of taking that chance, focus on targeted marketing that differentiates the company and plays to competitive strengths. Show potential customers that they can buy trendy stuff at low prices. Convince them that they can Expect More and Pay Less.

Does Your Messaging Rank?

2011-06-04T13:04:00.002-04:00

The NBA Finals head into Game 3 with the Dallas Mavericks hosting the Miami Heat and the series tied at 1 win a piece.

With Shaquille O'Neal announcing his retirement the same week as the first two games of the Finals, discussions about player rankings in NBA history have been rampant.

Where does Shaq rank among the top players? The top centers? Is Dirk Nowitski as good as Larry Bird? How does Lebron compare with Michael? Where does Dwayne Wade rank? How does Jason Kidd compare to other point guards in NBA history?

We talk to clients about how perception is reality and framing the message can play a big role in driving those perceptions. We emphasize that successful messaging makes an emotional impact on the audience.

Well, emotions run even higher when discussing sports and rational thinking can take a back seat. Terms like "Top 10 Player of All Time" or "One of the Top 5 at his position" get tossed around quite a bit. I often wonder if those making these claims have even taken the time to put a list on paper.

For example, let's take the "Top 5" or "Top 10" players of all time. Once you get past the generally accepted top 4 or 5 players, there are a cluster of names. Most people probably have not even given it any thought and throw in the "flavor of the month/year" on their list. Here's a quick alphabetical listing of some great NBA players not playing in this year's Finals to prove the point:

Charles Barkley, Rick Barry, Elgin Baylor, Larry Bird, Kobe Bryant, Wilt Chamberlain, Bob Cousy, Tim Duncan, Julius Erving, Kevin Garnett, John Havlicek, Kareem Abdul Jabaar, Magic Johnson, Michael Jordan, Karl Malone, Moses Malone, Hakeem Olajuwon, Shaquille O'Neal, Scottie Pippen, Oscar Robertson, Bill Russell, Isiah Thomas, Jerry West.

That's 23 names and doesn't include George Mikan, one of the great players from the 1940's and '50's or Bob Pettit, a stalwart performer in the mid 50's and 60's. Other big names not listed are John Stockton, Steve Nash, Paul Pierce, Allen Iverson, Kevin McHale, Patrick Ewing, David Robinson, Willis Reed, Dave Cowens and a bunch of others...

My goal is not to start or engage in a debate about player rankings. The point is that most people don't think through the details when making comments. They make decisions and base communication more on emotion than on details or specifics. And once a label is out there ("Pound for pound best," "Crunch time player," "Cancer to the team," "Best Ever"), people use it repeatedly because it is safe and easy to do so.

From a messaging standpoint, use this to your advantage. Tell your story with memorable messaging that makes an emotional impact. Use comparisons that your target audience can relate to, remember and repeat. Mention (somewhat) specific details to make your case (sports example: "Arguably the best quarterback of his generation..."). If this leads to a debate among members of your target audience, great. The more your company, product or service is thought about and discussed, the better.

And even if you're a casual basketball fan, watch some of this year's NBA Finals. The series has been exciting so far and features some great players and accompanying story lines. You might even catch an historical feat you can mention during a heated debate in the future.

The Perils of DIY Marketing

2011-06-03T09:47:00.001-04:00

I'm all for creative problem solving and maximizing human resources. However, with those human resources being limited, we need to make sure the right person is doing the right work at the right time.

Far too often, when it comes to Marketing, PR Communications and Selling, senior leaders, middle managers and entrepreneurs subscribe to the Do It Yourself approach and suffer from it.

*Doing "creative" work in house with people who are not creative professionals.
*Failing to augment internal Sales Training with outside expertise.
*Thinking that sending a press release is doing PR.
*Lacking the confidence to have others involved in strategy.
*Ignoring market research thinking they already know what they need to know.

It seems decision makers often forget there's a price for their time and the time of their team members. Plus, the end result is often inferior due to the lack of experience and expertise of the DIY'er.

Your analysis has to include more than just the cost side. You also must consider the opportunity cost of lost time spent working in areas you or your team members lack experience in and probably struggle to complete.

Utilizing a person or company with more experience and expertise in a particular area is not a sign of weakness on your part. The opposite is true. If you have the self confidence to work with and lead others both inside and outside the organization, you are that much stronger as a leader.

Outcomes will typically be better and the actual cost won't be what you might have thought once you account for the opportunity cost of time spent by you and others on your team.

The DIY approach can work in certain instances. But prior to going that route, make sure you have done a true analysis of the situation and be confident enough to make the right call.

Unfortunately, Not a "Man" Among Boys

2011-06-01T09:44:00.005-04:00

My first ever blog post way back in 2007 referenced Terrelle Pryor's athletic prowess as a high school football star. He seemed like a man among boys back then. This week, we continue to learn that he acts like a selfish, spoiled boy rather than a man.

As the stories continue to break about the Ohio State football mess that led to the "resignation" of coach Jim Tressel, we hear more about Pryor's narcissistic behavior. Investigators are looking into whether Pryor received preferential treatment from a used car dealer responsible for supplying the team with dozens of vehicles. Pryor himself allegedly drove eight different cars during his three years with the Buckeyes.

Pryor and four teammates have already been suspended for the first five games of the upcoming season following a number of improprieties, which include taking money and tattoos from a local parlor owner indicted for federal drug trafficking. The players were also guilty of receiving cash and other gifts for autographs and equipment.

Tressel stepped down following 10 years with Ohio State following the revelation that he was aware of his team's transgressions but did not notify anyone at the school or the NCAA for nearly a year.

Gene Collier's latest column in the Pittsburgh Post Gazette calls out the adults who are NOW finally outraged with the behavior of Pryor and other Ohio State players.

There's obviously plenty of blame to go around. Tressel, Ohio State's administrators, tattoo parlor owners, Pryor's mentors, and fans who turn their head while the win total increases.

But ultimately, individual responsibility matters the most. Pryor chose to act like a selfish little boy rather than a mature adult. No Man Among Boys, that's for sure.

Learning How to Make Market Segmentation Work Again

2011-03-15T13:35:00.000-04:00

Here's a great HBR article on Market Segmentation. Traditional market segmentation using demographics and some psychographics is clearly not enough in today's environment.

The good news is that the wave of information and technology functionality that is making old segmentation obsolete is now making a new segmentation possible.

Marketers no longer need to be so indirect about figuring out what a customer will do or like. Every time you watch a television program, make a phone call, search for an address, order something on the Internet, or get in your car and turn on the GPS navigation you leave a trail of data behind you, data which can tell a savvy business who is paying attention a lot about the platforms you use, the kind of content you consume, the things you buy, where you are and what topics distract you along the way. Many of those data points exist in silos — with the phone company, the cable company, the retailer, etc. — but more organizations out there are able to connect the dots and create a clearer picture of your likely future behaviors based on your current behaviors.

That insight into actual behavior is critical because it provides insight into how, why, where, and when a customer gets value out of a product.

Check out the entire article:
http://bit.ly/fMOXop

Macy’s Campaign Worthy of a Parade

2011-01-27T11:37:00.003-05:00

When Terry Lundgren became CEO of Federated Department Stores in 2004, the company consisted of 16 individual department stores in regional markets without an integrated marketing approach-- 16 different names, 16 different catalogs, 16 different sets of commercials. Since the company didn’t have a national brand, Federated couldn’t even advertise during the Macy’s Thanksgiving Day Parade.

Lundgren believed the company could leverage Macy’s association with the parade and turn that into a strong unified brand name. His first step was to test the idea by hyphenating store names such as Rich’s—Macy’s in Atlanta. But each individual store featured family names and brand equity built from 100 or more years of doing business.

Imagine the pushback to Lundgren’s idea. Who wants to see an iconic store name go away? Family members, loyal customers, community and political leaders all had memories and feelings associated with each store name.

Lundgren’s answer was an integrated approach which included face to face meetings with key members of each community to explain his plan and ask for their support. In Portland, Oregon, he met with Gerry Frank of Meier & Frank. In Chicago, prior to changing Marshall Field’s historic name, he talked to Mayor Richard Daley. Internal communications were utilized to convey the rationale behind the change to employees and other key stakeholders. Advertising and PR spread the word to customers.

Lundgren made the investment in research and tested his idea prior to implementation. He took the time to meet individually with key stakeholders and influencers. He explained his ideas in succinct, memorable messaging, listened to feedback but stood firm to his convictions. The company developed and implemented an integrated campaign geared to educate, inform and show respect to each key target market.

How did it turn out for Macy’s? Initially, there was some customer backlash and sales dipped. But as the branding effort continued, acceptance of the change increased and sales came back. The company had one of its best years ever last year and now operates under a national brand with more than 40% of the inventory sold unique to Macy’s.

And, now they can actually advertise in their own parade!

Real Messaging Earns Real Respect

2011-01-15T21:25:00.003-05:00

Terrell Suggs did something unusual in his post game interview after his Baltimore Ravens lost to the Pittsburgh Steelers in an AFC Divisional Playoff game.

Suggs spoke in real terms instead of media speak. He answered questions truthfully and pointed out what he and his teammates should and could have done rather than blaming others or avoiding the real issues.

We are so used to the fake, predictable responses that it's actually surprising when an interview features more than the same old talking points. The message means more when it is real and at least somewhat honest.

Sure, you have to be thoughtful in the interviews and you can't say anything that becomes bulletin board material. But you can be a real person with real answers that provide some real insight.

If more athletes and coaches would follow Suggs' lead, their messages would resonate more and they would earn more respect from the masses.

Pitt Makes Plenty of PR Mistakes

2011-01-05T09:33:00.003-05:00

The University of Pittsburgh football coaching mess has featured plenty of PR missteps.

The saga began after Pitt's football team finished a disappointing 7-5 season filled with poor performances and questionable coaching.

On December 7th, Athletic Director Steve Pederson announced that head football coach Dave Wannstedt was gone and the search for a new leader would begin. Officially, Wannstedt resigned and had a brief emotional press conference to say goodbye with a number of his players standing behind him.

After a quick search process, Pederson announced the hiring of Mike Haywood, most recently head coach at Miami of Ohio, on December 16th.

Haywood was arrested December 31st in South Bend, Indiana on domestic violence charges. Pitt officials seemed to have no choice but to fire the new coach and did so on January 1st.

From a PR perspective, the whole situation has been a nightmare for Pitt.

With coaching (or senior level executive) changes, there is often room for debate on the decision. However, the process followed by Pederson was what really led to bad PR and negative word of mouth.

His comments immediately after the move about Wannstedt were of limited to no value, unnecessary and came across as somewhat insecure and petty.

Then, Pederson and Chancellor Mark Nordenberg left the decision to coach the bowl game up to Wannstedt. This is simply unwise on many levels. Leadership requires making tough yet compassionate decisions. It makes sense for Pederson to have offered Wannstedt the chance to coach the team in the bowl game. But he should have asked for his decision immediately and the announcement--either way--should have been made at the initial press conference.

Instead, the ambiguity of who would be coaching the next game gave Wannstedt the opportunity to manipulate the situation to his liking which he did.

After Haywood's dismissal, Wannstedt decided to have a press conference, standing in front of the university's corporate logo, during which he announced that he would not be coaching the game because he did not want to be a distraction and wanted to keep the focus on the players. Right. Keep the focus away from yourself by calling a press conference to say you won't be coaching the game to keep the focus off of yourself. It's almost comical and both Wannstedt and the university look bad from a perception standpoint.

Wannstedt is free to do whatever he chooses with respect to coaching the near meaningless bowl game (ironically the only story tied to the game is the coaching saga!). However, the university was not required to allow him to have what appears to be an official press conference as part of the university. The university's image and brand are owned and must be managed by the university.

Back to Pederson...Pitt's A.D. also did not interview Penn State Assistant Coach and de facto head coach during the arduous (right...) search process of 8 days despite a recommendation from the Rooney's, owners of the Steelers who serve as Pitt's landlord for the football program.

Again, an unwise move from a PR perspective. Why not interview someone who is qualified and has a track record of success recruiting in Pitt's primary target areas?

Joe Paterno, one of the best at PR for about forty years even though he and his supporters try to rationalize that he's not a promoter and not like all those other coaches (right...), is the only one who made a bold PR statement. JoePa's endorsement of Bradley gives him the chance to say he's supporting one of his coaches while also possibly removing a potential successor and threat to his son Jay.

Joe amazingly keeps on keepin' on while Pitt fans have to wonder what's next for Pederson, Nordenberg and the whole football program.

Watching What Watch Buyers See

2010-12-31T13:10:00.000-05:00

Return On Investment from Mystery Shopping can be huge. Combine results with training, leadership, and communication and your entire company learns to see things through your customers' eyes. Read how a Mystery Shopper negotiated discounts when shopping for a watch.

http://www.businessweek.com/magazine/content/10_51/b4208096566748.htm

At The End Of The Day, Trite Trophy Makes The Point Again

2010-12-26T09:50:00.000-05:00

At the End of the Day, When It's All Said and Done, Gene Collier's Trite Trophy Is What It Is: a hilarious take on how sportscasters (and pretty much all of us) overuse nonsensical cliches.

http://www.post-gazette.com/pg/10360/1113301-150.stm

The Steelers, The Cowboys Together Again

2010-12-25T11:26:00.002-05:00

NFL Network debuted its rankings of the Top Ten Steelers and Cowboys of all time last night with two hour long programs. As is typically the case, the shows were well done, enjoyable and sure to generate some controversy.

SPOILER ALERT: If you don't want to know the rankings, stop reading now!

Many of the choices are obvious (only an idiot could omit Roger Staubach or Joe Greene from their respective list) but with two hugely successful organizations like these it had to be tough to narrow it down to ten.

The most notable omission is probably Hall of Fame Steelers Linebacker Jack Ham. On the Cowboys list, the actual rankings were a bit of a surprise as Michael Irvin (#3) came in higher than Troy (#6), Emmit (#5) and Mr. Cowboy himself, Bob Lilly (#4).

I love the way the Cowboys list starts with Drew Pearson at #10 and Dandy Don just ahead of him at #9. Randy White (#8) and Tony Dorsett (#7) also deservedly made it. When Roger Staubach came in at #2, I realized that they went with a non player in the top spot, long time coach Tom Landry. I guess that makes sense but then some Steelers fans might suggest that Art Rooney be ranked in their top spot. However, the Chief doesn't make the Steelers list.

Jerome Bettis starts the Steelers rankings off at #10. I was pleasantly surprised to see Franco Harris (#3) ranked significantly higher than the Bus. Often times recent players get the nod when they shouldn't. In this case, Franco is the right call unless a fan has selective retention and forgets that Harris was THE offensive force on the first two Steelers Super Bowl winning teams and played a key role in two others. Bettis also was a major offensive threat for some good Steelers teams but was a role player on the SB XL team.

Lynn Swann (#9) and Hines Ward (#8) make the list but fellow receiver John Stallworth doesn't. That's probably fair. All three did great things--two are already Hall of Famers and Ward could end up there as well--so go with the Super Bowl MVP's, one of which also happens to be the Steelers leading receiver in just about every category (Ward).

Speaking of recent or current players, Troy Polamalu is ranked at #7. The program featured some debate about whether he has done enough yet to make the list. Troy's great but it's tough to put him on the list and not have Jack Ham in the group. Ham was considered the best outside linebacker of his time, is ranked in the NFL's recent Top 100 Players of all time list and won four Super Bowls.

Rod Woodson came in at #4, ahead of another great Steelers cornerback, Mel Blount (#6). During an interview in the program, Woodson handled it with his usual aplomb by stating that the two should probably switch their positions in the rankings.

Jack Lambert fills the #5 spot on the Steelers list while quarterback Terry Bradshaw comes in at #2. The obvious #1 is Joe Greene. The Steelers never won anything until he came around.

If you like either organization or enjoyed the rivalry of the 1970's, check out The Ones Who Hit the Hardest: The Steelers, The Cowboys, The 70's and the Fight for America's Soul by Chad Millman and Shawn Coyne.

Some Deliver Customer Service, Some Don't

2010-12-18T12:47:00.004-05:00

I've had the misfortune of suffering through three bad shipping experiences with three different delivery organizations the past couple of weeks: USPS, FedEx and UPS. Guess which ones tried to make it right and which one didn't?

*FedEx typically delivers on time and as promised. So when an important shipment that was overnighted didn't get to its destination for four days, it was a surprise. I contacted the local store and a manager worked with me to figure out the problem. He was courteous and spent time over the course of three days making sure he did all he could. I complained quite a bit and said as a loyal customer I deserved better. Within a few days, an apology came from corporate along with a $25 American Express Gift Card. Problem solved, nightmare kind of forgotten, follow-up touch remembered.

*UPS also has done the job time and again for us. When we had a problem, a call was placed to the UPS Hotline and it was addressed quickly and efficiently. The approach was appropriate and the customer service team worked diligently to make sure we were satisfied. Problem solved, process changed for future deliveries, customer service focus appreciated.

*My company's experience with USPS, on the other hand, is that they rarely deliver a pleasant customer experience in their stores. They might not refer to their post offices as stores and that's part of the problem. The mindset, as expected, is that of a governmental entity. Customer service doesn't appear to be the top priority. Sometimes, I feel like I'm a burden to most of the staff.

Here's the latest example: I walk into an empty post office to mail a book to someone. One of the USPS employees sat behind the counter watching me sift through a number of package envelopes for the book mailing. I tried one envelope and then another. I noticed out of the corner of my eye that the employee was watching me but said nothing.

When an envelope didn't seem right, I put it back. However, one of the envelopes must've had a slight tear in it. After I found the right envelope, placed the book in it and wrote out the address, I walked up to the counter.

The USPS employee jumped up, walked out from behind the counter, moved briskly to the envelope area and pulled out the envelope that apparently had a slight tear in it. She proceeded to run it through the check out scanner, with vigor I might add, and charged me the whopping $1.38.

I really don't mind paying the $1.38 if I damaged the envelope. However, she left a terrible impression on me by not offering to assist me in selecting the envelope and then making more effort to charge me $1.38 for something I didn't even purchase. I told her it would be great if she moved that fast more often and used the same fervor to treat customers like customers. She grunted and went back to doing what she was doing before I became the lone customer in the store: nothing.

The takeaway: Business is tough on just about everyone. Companies that continually focus on the customer experience and improving it will have a competitive advantage. Those that don't will lose customers and money, which could spell doom--unless you have the government to bail you out with billions to cover your losses.

Apple Calls Attention to Android App

2010-11-27T12:18:00.002-05:00

Apple continues its inconsistent approach to PR. On the one hand, Apple is one of the great companies when it comes to spreading the word about new products. Steve Jobs is a great presenter and knows how to simplify his message so it resonates with the masses. Yet, the company also creates some unnecessary negative PR from time to time from what appears to be arrogance and control issues.

The latest example occurred when Apple rejected a small Danish Android magazine app from the App Store. Who would have even heard of the magazine or app had Apple not stuck its chest out and said "No" to the magazine app because it focuses on Android exclusively?

I realize the impact will be minimal and primarily among a niche market of tech savvy customers. Obviously, you won't see a decrease in iPad sales as a result. But, it's just one of those instances where you have to ask: Why bother? You're Apple!!! Let the app be in the App Store. Less than one tenth of one percent of your target audience will know about it and they won't change their buying behaviors because of it.

Hotline Still Hot After 29 Years

2010-11-25T12:06:00.002-05:00

Butterball's Turkey Hotline has been around for 29 years and continues to help families prepare their turkey on Thanksgiving Day.

The idea was hatched in 1981 as a way to help customers while generating positive PR for the already well known turkey producer.

The hotline was hot from the beginning with more than 11,000 calls on that first Thanksgiving Day. While today is the busiest day for the hotline, Butterball keeps the hotline open throughout the holidays and expects more than 100,000 calls by the end of December. Email is now an option as well, allowing for detailed online conversations about cooking the bird.

When you consider how stressful the holidays are, the hotline can reduce some of the stress associated with preparing a big meal. Butterball leveraged a creative idea to help customers, create goodwill and build a famous American brand.

Enjoy your Thanksgiving!

Five Ideas to Create Loyal, not Satisfied, Customers

2010-09-27T15:18:00.006-04:00

Max & Erma's offers a 3-Course Combo for lunch that includes a cheeseburger, cup of tortilla soup, french fries and one of their fresh baked chocolate chip cookies. Good food, good deal.

As a regular for lunch with either a co-worker or client, I mentioned to the server a few visits ago that I'd rather upgrade to a bowl of soup but eliminate the fries. He said "No substitutions. The company is very particular about that." We laughed it off as similar to Seinfeld's Soup Nazi and kind of understood.

But, being a regular customer, I thought it was also a missed opportunity to keep a customer satisfied or even more likely take me to the loyal, happy customer level at no extra cost. I can't imagine that going from a cup of soup to a bowl would cost Max & Erma's more than an order of fries.

Since it's not my nature to just shut up and ignore what I see as nonsense, I asked the server today (a different one from the previous visit) if it would be possible to make the substitution.

Her response was smart, awesome and one of those rare win-win-win situations:

"Sure. I can do that. What's the difference if it keeps you happy? Plus, I see you in here all the time. Consider it our reward to you for being a repeat customer."

I said: "Well, last time I asked, my server told me that he couldn't do it and that there were no substitutions allowed."

She replied: "I've worked here 13 years. We can pretty much do whatever we have to in order to keep a customer happy. I'll take care of it."

I enjoyed my soup, the cookie was great and my server's positive attitude will bring me back again soon.

So why doesn't this happen more often? Why do companies continually miss opportunities to keep customers happy or even turn them into loyal marketers of their products and services? It's a combination of company culture and individual attitude and desire.

*Companies manage by exception instead of by the situation. As a result, they spend time on rules that prevent the bad customers from getting over on them. I sort of understand this. But why not focus on a common sense approach that allows employees to respond and meet customer needs, especially those of good customers?

*Many employees either fear getting in trouble, are apathetic or just don't get it. Some lack any formal training while others didn't respond to the companies mediocre or worse customer service program.

I realize there's no easy fix to motivating and managing employees. I also get that companies need to have standards, policies and procedures. But I also know that a more proactive approach by companies and employees can improve the situation. Here are five ideas that have worked for clients of ours and other great companies:

Customer service training must include more than the standard jargon and catch phrases. Focus on how the employee would want to be treated and reward those behaviors.
Empower line employees to make decisions that could meet customer needs. Let employees know that their opinion matters and they will be rewarded, not punished, for actually thinking and doing something unique.
Make performance appraisals meaningful by providing specific feedback--good and bad--instead of just the far too typical "Meets Standards/Expectations" ranking.
Change your behavior as an employee. Good ones need to focus on maintaining or improving as peak performers. Instead of 'staying under the radar,' average employees must strive to make customers raving fans. Below average employees need to leave for a company or position that motivates them or dedicate themselves to achieving at least minimum standards of customer service.
Recognize positive behaviors again and again, especially instances like today's server taking care of a good customer.

There's a reason the great companies are great. They give their employees the opportunity and authority to improve the company, the situation, product or service. Make the investment in the tips above to improve yourself and your company.

Carroll's Reputation Still Takes Hit Despite PR Efforts

2010-09-05T13:39:00.006-04:00

Whether you completely believe Pete Carroll or not, the Seattle Seahawks head football coach has been disciplined in his messaging since leaving the University of Southern California to return to the National Football League.

The charismatic coach had to deal with a media onslaught beginning June 10th after the NCAA levied its punishment on USC's football program for violations that occurred on Carroll's watch. USC was hit with a two year bowl ban and a loss of scholarships due to former Heisman Trophy winning running back Reggie Bush allegedly accepting money and gifts from an agent hoping to represent him.

In interview after interview the past couple of months, Carroll has consistently and clearly conveyed his side of the story. He talks about how USC had a large compliance department to ensure NCAA regulations were met. He takes the time to discuss issues such as Bush having a new vehicle while still a student athlete. He explains his return to the NFL just prior to the NCAA's punishment as part of his yearning to succeed as a professional coach after two past NFL stints ended with less than stellar results.

His passion and enthusiasm are readily apparent and he appears comfortable during the interviews. He's smooth but not too smooth and you kind of want to believe him...unless you are a UCLA or Notre Dame alumnus.

Carroll also tactfully focuses on some of the key messages of his new book, "Win Forever: Live, Work and Play Like a Champion" without coming across as a schlocky book peddler.

That's the good news.

The bad news is it's still difficult to accept Carroll's explanations. It does seem like he's convinced himself that his talking points are true and his decisions were made in the best interests of his players and team. But it's probably not enough to convince most people, football fans or not, that his actions were all on the up and up.

From a communications and PR standpoint, he handled the situation well and battled through the toughest media cycle in the days and weeks following the NCAA's announcement of USC's sanctions. But in the image game, his reputation has been tarnished despite a sound PR strategy and tactical implementation. We often talk about how the truth is the key to any PR strategy. Unfortunately, Carroll's story seems just a little off.

As a result, a lot of people might end up thinking that in the game of life, Carroll didn't "live, work and play like a champion" during those glory years at USC.

Finishing Touches Lead to Growth

2010-09-03T10:57:00.000-04:00

An assistant for one of our client VP's just followed up on scheduling a meeting. I'm sure that doesn't sound like a big deal. Some people would say: "She's just doing her job." Sure, that's true. But when she followed up on a previous email offering dates and times, she reminded us (a couple of MASSolutions team members need to be at the meeting) of something the three of us had obviously not followed up on to "check off of our list."

It made me think about how being organized, prioritizing A, B and C tasks and communicating or following up until the task is completed sounds simple and seems obvious. Yet most people don't do it on a regular basis. The more troubling part is that they don't realize or are unwilling to admit that they need improvement in this area. The sad thing is it helps with two of the most important things in life: personal and professional growth.

Here are links to two Light Reading columns that provide more insight into the subjects of first admitting you can and need to do better, and how to improve your organization skills:

http://www.massolutions.biz/LR16_JustAdmitIt.html

http://www.massolutions.biz/LR19ClearingYourDesk.html

Corporate Leaders Might Want to Undo "Unthink KFC" Campaign

2010-08-30T10:15:00.005-04:00

It turns out customers of KFC, the artist formerly known as Kentucky Fried Chicken, aren't looking for healthy choices when they visit the iconic restaurant chain. Surprised?

In a recent Bloomberg BusinessWeek article, franchisees blame current KFC president Roger Eaton and his marketing team for marketing grilled chicken over the company's historic fried chicken. The "Unthink KFC" advertising campaign introduced grilled chicken last year and plays up KFC's healthy menu choices.

The KFC National Council & Advertising Cooperative, an organization that represents all U.S. franchisees, is suing corporate to gain control of ad strategy. Another franchise group, The Association of Kentucky Fried Chicken Franchisees, even hired a former McDonald's chief marketing officer to beef up local marketing, exclusive of national KFC advertising.

For a company that famously focused on being great at one thing, even making that the centerpiece of their advertising in the '80's, the emphasis on grilled chicken and the corresponding "Unthink KFC" campaign is a mystifying shift away from its core messaging.

"Kentucky Fried Chicken hit the streets with 11 herbs and spices, pressure-cooked, and by and large the general public doesn't give a damn how many calories are in it," says Wallace Fowler in the BusinessWeek article. Fowler and his son Chris run 60 KFC franchises in the U.S.

Grilled chicken sales aren't going so well and an internal survey of 642 KFC franchisees shows that almost 50 percent of stores' grilled chicken is thrown away.

KFC's corporate "thinkers" might need to do some unthinking of their own and get back to focusing on the one big idea--KFC stands for Kentucky Fried Chicken--that makes sense to both customers and franchisees.

Healthcare and Education Marketing Requires Different Approach

2010-08-24T14:19:00.003-04:00

The healthcare and education industries have a number of parallels. Both have many stakeholder groups or target audiences. The ultimate consumer or end user rarely pays the entire cost of the service. The customer buying process is much different from that of a traditional consumer or B2B product.

Healthcare services are predominantly paid for by entities other than the end user such as insurance companies or governmental agencies (Medicare, Medicaid, insurers, etc.). And, decisions about services and facilities are dictated by physicians, case managers or insurers rather than the end user. This has forced the industry to change how and what to offer and ways to communicate to key stakeholders.

The education marketplace has similar challenges. End users (students) are not the primary decision maker as far as choosing their school (in both K-12 and post-secondary education) nor do they pay for the service. Parents tend to decide based on geography or other reasons regarding charter, vocational/technical, military or home schooling. Post-secondary education is rarely paid entirely by the student (financial aid and loans, parental support, etc.).

Information about healthcare and education offerings is gathered in a similar fashion as well. Research shows we typically ask family and friends for their perspectives about healthcare facilities, providers and services. The same usually occurs with respect to choosing a charter, military or vocational/technical school and a college or university. Friends and family members provide feedback, perspectives and recommendations that influence the final decision.

Why mention these parallels between healthcare and education? Both industries have a ways to go with respect to systematic, integrated marketing and PR efforts.

The education marketplace, particularly K-12 public education, must conduct market research and consumer surveys. Educational institutions need to clearly define their key stakeholders and target audiences. These organizations must also find out what their key target audiences want and find out how to give it to them. And, schools need to communicate, reach and influence these target audiences through creative marketing, public relations and communications activities.

Healthcare organizations also need to continue to enhance their marketing efforts. Integrated Marketing, PR and Communications plans must be developed and implemented. And, Referral Source Marketing--increasing referrals from physicians' offices, social services/case management, community organizations such as Area Agency on Aging and others--must be a vital part of healthcare marketing efforts.

Referral Source Marketing should follow a systematic approach that segments and prioritizes referral sources and then develops a true "Marketing Touches" program to reach and influence those referral sources. And Referral Source Marketers have to take a page out of the higher education development playbook and "make the ask" for more referrals.

Marketing for organizations in the Healthcare and Education industries requires a different approach than typical consumer or B2B campaigns. However, with a true Integrated Marketing, PR & Communications program, these organizations can get where they want and need to go.

Briefs, Bud Light, Beatles and Bananas Win Popularity Contest

2010-08-22T12:39:00.004-04:00

The Popularity Issue, an article featured in Bloomberg Businessweek, provided a breakdown on what we eat, wear, watch, love. Some interesting little factoids based on sales in North America:

*We own more Cats (81.7 million) than Dogs (72.1 million) but more households own dogs than cats. Close race won due to multiple cat households.

*The Beatles sold 176 million albums compared with the Rolling Stones at 66 million. Nice guys don't always finish last...especially when compared with Bad Boys.

*Skim Milk (61 servings per capita) outsells Whole Milk (45 servings). What? A healthier choice wins? What's going on?

*Briefs (38.1%) are worn more than Boxers (22.7%). Heck, even Long leg briefs (27.8%) have more share than boxers.

*White (17.8%) is the favorite car color choice but Black is close behind (17%) and Silver comes in at 16.7%. No word on where Prince's Purple or Little Red Corvette showed up on the list.

*White Bread outsells Whole Wheat 1.5 billion loaves to 1.3 billion to offset the Skim Milk healthy choice.

*Coke (17%) outsells Diet Coke (9.9%) and Pepsi (9.9%) but Bud Light (571 million 24 pack cases) wins over Bud (304 million). I guess we're willing to count calories if we can catch a buzz while doing so.

And the best selling item at WalMart? Bananas.

Save Money. Live Better...Wear Briefs.

Here's the link to the article:
http://images.businessweek.com/ss/10/08/0812_popularity_index/index.htm?chan=magazine+channel_top+stories

Another "Grand" Slam for Apple

2010-08-21T11:52:00.000-04:00

In less than six months after the big unveiling, Apple has sold more than 3 million iPads. The company doesn't release sales figures by customer age so it is difficult to estimate the amount sold to a specific age group. However, as my April column about the new iPad http://www.massolutions.biz/LR72_iPad.html mentioned, the "Grand" market seemed a likely target audience because technologically averse grandparents could easily use the device.

A recent Business Week article, iPad Leads Apple to a New Market: The Elderly, suggests that anecdotal evidence proves the iPad is a hit among senior citizens around the world. According to Takahiro Miura, a researcher at the University of Tokyo quoted in the BizWeek story, "The iPad is a good tool for the elderly because it's very forgiving of mistakes." His team uses the iPad to help train seniors to reenter the job market.

It all adds up to increased market share and brand awareness in a new, growing market segment for Steve Jobs & Company.

With so much uncertainty in today's economy, one thing's for sure: We're all getting older every day. Having a product the "Grand" market buys, enjoys and uses regularly is yet another example of how Apple remains a company that is wise beyond its years.

Nearly an Instant Success

2010-08-16T13:54:00.002-04:00

Yesterday, I had a rare bad experience at a Starbucks. Since the company has earned some brand equity with me by providing exceptional service for years, I was more forgiving than I would've been at other stores.

Instead of becoming too irritated, I found it interesting to watch the three employees struggle while trying to figure out the reasons why it was happening. I chalked it up to a combination of inexperience (the one seemed like she was working her first Starbucks shift), ineptitude, and poor scheduling by the manager (three average to below average performing employees were scheduled to work the same shift).

But that's not the main reason for this post. Starbucks has hit another milestone. Via, the company's instant coffee, has hit $100 million in sales since it debuted 10 months ago and now has a 30 percent market share of the $330 million premium single serve coffee category.

As expansion of new stores slowed, Starbucks needed to attract more coffee drinkers--any way, anywhere possible. The convenience of Via, instant coffee now available at nearly 37,000 locations in the U.S., including grocery stores and retailers like Target, seems to be the answer so far. The company hopes to have the product in 40,000 locations by the end of the year and recently added iced coffee to the Via instant line.

Instant coffee that tastes good and another marketing rollout that exceeds expectations. In addition to the dream (or nightmare) of a Starbucks on every corner, we might also eventually see the Via IV...

A Marketing Day at the Beach

2010-08-08T13:03:00.009-04:00

As I sat on the beach during my family's Summer vacation, my daily dose of "people watching" got me thinking...about consumer behavior, marketing and selling.

If you take the time to think about the traditional activities we immerse ourselves in while at the beach, it's kind of funny.

Typically, members of the male species spend time in the water, jumping into the waves. I've done this many times myself. The waves actually carry you only a short distance. Yet, these boys and men acting like boys find enjoyment from it. Yes, there are some girls and women who jump in. But the majority of the wave people are boys/men wading around...in a caveman like fashion...waiting for the next big one to come in. Then, after a few minutes, walking back to the beach for a refreshing beverage.

On the other hand, as you walk the beach you will find girls and women laying in the sun, working on their tans. Another questionable tradition. Rationally, we would not say to ourselves: "I'm going to lay in the sand with lotion on. It will be hot, sweaty and mostly boring." Yet there they are. Side by side in "their" little section of the beach. Yes, "their" section is apt because they end up at almost the exact same spot all week...as if they have a GPS to help with their OCD.

Of course, there are also people reading under umbrellas, some with books, others with a Kindle or another e-reading device. Kids building sand castles or playing games. Couples walking hand in hand along the beach.

It's market segmentation at its finest. We tend to fall nicely into some sort of consumer group, enabling creative people to drill down and craft targeted marketing messages tailored to reach and influence each group.

The photography guys wandering the beach, making eye contact and trying to talk to the Moms. They already know women make most buying decisions. If they are struggling, the photo sales guys will try to use Dad to get to the boss, Mom. This tactic has modest success but I admire their toolkit of marketing and sales tactics.

The umbrella & chair salespeople take a more laid back sales approach. They know you need them and simply "show" their products. The implication being: "Go ahead. Be uncomfortable. Get burnt. I'll be over here under one of my umbrellas relaxing and waiting for you to buy."

The mass marketers also get into the game. Boats and small planes fly by with banners promoting one big idea, usually a discounted price for a meal or nightclub specials. Talk about appropriate messaging and ad placement.

Boardwalk merchants use BIG/small and contrast in their signage and product displays. Volume discounts and packaging make vacationers rationalize their purchases away. "Hey, for that price to get all that, I can't go wrong."

The sights, the sounds, the sales! A Marketing Guy's Dream! You gotta love it!

And now you know why my family thinks I'm crazy because I never turn it off...even on vacation. Marketing Guys have issues, too.

Steve Jobs' Explanation Makes Perfect Sense, Right?

2010-07-16T13:33:00.006-04:00

Amazing News! Apple CEO Steve Jobs says phones aren't perfect!

Here's the quote from today's press conference about the iPhone 4's reception problems:

"You know, we're not perfect. We know that, you know that. And phones aren't perfect either."

Wow. That's really simple and makes so much sense that I'm going to use that with clients:

"You know, MASSolutions isn't perfect. We know that, you know that. Sales, PR and Marketing Strategies aren't perfect either."

Somehow I don't think I'll get away with it...but I'll let you know.

Five Good Reasons Why "The Decision" Went Bad

2010-07-13T09:09:00.012-04:00

Now that Lebron James has made his prime time "Decision," we can move on to the next over-hyped, manufactured media event.

From a PR standpoint, the former Cleveland Cavalier and now member of the Miami Heat made a bunch of glaring mistakes and found a way to drive his popularity down significantly. Here are five good reasons why the whole thing went bad:

Try not to talk about how much you did for the team and city you just jilted with your decision to leave. James kept saying he's done so much for the city and the team, which is true. However, it was simply inappropriate to mention it during the "Decision" spectacle.
Never, ever, ever go third person on us. Dave Mastovich is telling Lebron James that Dave Mastovich thinks that Lebron James didn't do what was best for Lebron James by talking in third person. Dave Mastovich thinks that Dave Mastovich shouldn't say Dave Mastovich in his blogs because going third person is stupid for Dave Mastovich, Lebron James and any other person.
When using the Boys & Girls Clubs as a back drop to hopefully score some goodwill points, incorporate the kids a little bit. And, while you're at it, splurge for a nicer banner for them too.
If you know the owner of the team you've played for the past seven years--your hometown team--has bitterness tendencies, maybe call him before your announcement so he doesn't have to hear about the breakup along with millions of others on national television. Man, talk about getting "Jetered"--even Mariah Carey wasn't treated that bad.
When you decide to have a ridiculous show to announce your decision, at least pretend you are comfortable with it. Lebron looked like he either wasn't completely sure of himself or had gas. All the more reason to maybe just announce the move like every other major free agent has in the past 30 years.

And for those guys on the pre-decision show who said something about The Heat now having the top two players in the NBA, you better check with that guy in L.A. I'm guessing he'd rank things a little bit differently. He also has at least five good reasons why.

The Price of E-Reading Keeps Getting Better!

2010-06-21T17:07:00.005-04:00

It looks like the Kindle is finally below the pivotal $200 price point.

http://gizmodo.com/5569025/kindle-now-just-190-as-ebook-reader-price-wars-get-heated

It took awhile but now things should get interesting since casual readers can now rationalize the price away.

http://massolutions.blogspot.com/2008/06/amazon-reads-market-right-again.html

iPad as Telestrator

2010-06-12T17:03:00.002-04:00

ESPN using iPad for live broadcasts. Next Madden will come out of retirement and draw up plays on one...of Brett Favre at QB of course...

http://www.engadget.com/2010/06/12/editorial-espn-bypasses-corporate-red-tape-with-ipad-and-xbox-3/

Mindless Consumers of Data?!?!

2010-06-10T10:18:00.004-04:00

Is the internet making us stupid, lazy and ugly?

I guess the ugly reference is exaggerating a bit. But, Nicholas Carr's new book, "The Shallows: What the Internet is Doing to Our Brains" talks about how our incessant need to Google, Tweet, blog and whatever else we do online is changing our brain's wiring.

Check out BusinessWeek's review of the book. And let the debate begin...

http://www.businessweek.com/magazine/content/10_24/b4182000596077.htm

Marketing Lessons from the NBA Finals

2010-06-09T09:15:00.004-04:00

The Los Angeles Lakers beat the Boston Celtics last night to take a 2 games to 1 lead in the best of seven NBA Finals. Since you can easily find more than enough sports analysis on the game, I'll break down the marketing lessons to take from it:

The Celtics Ray Allen set an NBA Finals 3-point shooting record by hitting 8 three point shots in game two. He followed that up by missing all 13 of his shots the next game, nearly tying the record for worst shooting performance in the NBA Finals. The lesson? Don’t get too up or down when selling because you never know what's around the corner. Be consistently positive instead of super high after a sale or really low when prospects don’t buy. Being told “No” is guaranteed but “Yes's" will come if you do your Pre Call Prep, segment prospects, make calls and build relationships.
Derek Fisher's clutch performance in the fourth quarter was the difference for L.A., proving that everyone needs to do their part to help the team. You don’t have to be the top salesperson or the Kobe Bryant of your company. The steady, consistent Derek Fisher's of your team are the ones that ensure company goals are met.
Leadership involves more than just studying the stat (or spread) sheet. Coaches like Doc Rivers and Phil Jackson provide structure and overarching goals but also motivate each player differently. Rivers is almost preacher-like and pumps up the troops. Jackson takes a much more methodical approach with the Lakers. But both coaches tailor their messages for each target audience because players (and employees) all respond differently.
Referees (and clients) don't always do what you expect. In the Finals, video replays have led referees to reverse decisions at critical times and controversial fouls have forced key players to the bench. Marketers need to adapt to client behavior, revise accordingly and move on. The game and the sale will be won or lost regardless. Dwelling on behavior beyond your control isn't going to change it.

Let's hope the 2010 NBA Finals continue to offer exciting basketball and valuable Marketing & Sales lessons.

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The Wizard in More Ways Than One

2010-06-05T13:51:00.010-04:00

John Wooden passed away last night just a few months shy of his 100th birthday. He became a basketball legend known as The Wizard of Westwood after coaching UCLA to 10 national titles and was also recognized as an expert on leadership and motivation of people--in and beyond sports.

The coach's pyramid of success is still relevant today and will be for generations to come.

http://www.coachwooden.com/index2.html

(Printable pdf at http://www.coachwooden.com/pyramidpdf.pdf)

His book, Wooden on Leadership, is a must read for anyone serious about leadership.

http://www.amazon.com/Wooden-Leadership-Create-Winning-Organization/dp/0071453393

One of his favorite sayings was "Make each day your masterpiece." Coach Wooden certainly did and along the way he inspired others to try and do the same.

Kelloggs Not Immune To Oversight

2010-06-04T10:34:00.002-04:00

So Rice Crispies actually do not “help support your child’s immunity” as claimed in the Kellogg Company ads. Wow, a tasty cereal doesn’t act like a wonder vaccine? Stunning.

The Federal Trade Commission did some fact checking about assertions made in Rice Crispies’ ads and the government agency didn’t like what they found. As a result, the FTC has enacted new restrictions under a settlement written last year regarding health claims the company made about its Frosted Mini-Wheats cereal.

According to a Wall Street Journal story, Kellogg is barred from making claims about the benefits to cognitive health, process or function provided by any cereal or morning food or snack unless the claims are true and substantiated by the FTC.

You have a good product. Why not focus on that instead of making false claims that your target audiences would most likely ignore anyway? The kids eating the cereal could care less about immunizations and the Moms who make most of the food purchases probably laughed off the claims as hyperbole.

Here’s a link to the WSJ story with all the details…love the headline too.

http://online.wsj.com/article/SB10001424052748703340904575284701223216466.html?mod=rss_media_marketing

Not Just About the Coffee

2009-07-29T21:06:00.005-04:00

Today's Reuters.com story, Cappucino War Fought to a Draw, points out that Starbucks and McDonald's both seem to have held on to their core customers despite their ongoing battle for coffee customers.

In the article, Starbucks CEO Howard Schultz attribued the company's recent slight decline in sales to the economy rather than competition from McDonald's and said buzz generated from McCafe promotions "generated unprecented awareness for the coffee category overall and has actually had a positive result on Starbucks business." Meanwhile, McDonald's President Ralph Alvarez said McDonald's coffee business has grown from 2 percent of company sales to 5 percent.

It makes sense that neither one of the heavyweights was able to steal many of the others' customers. Two different market segments looking for two diffferent things...As Legal Secretary Krishna Anderson, a Starbucks regular, said in the article, she tried McDonald's coffee but was turned off by the smell of french fries in the morning...Turns out it's not just about the coffee...full story link: http://www.reuters.com/article/ousiv/idUSTRE56S67V20090729

Mastradamus Blog from January 2008:

http://massolutions.blogspot.com/2008/01/blog-post.html

Where Does Big Ben Rank?

2009-07-27T12:00:00.008-04:00

Pittsburgh Steelers Quarterback Ben Roethlisberger recently had a press conference to address the sexual assault civil suit filed against him. WPXI TV asked body language expert Sally Chopping to review the interview. Chopping believes Roethlisberger is telling the truth.

For the rest of us "non body language experts" it often comes down to instincts, bias and likability. Steeler fans seem to be rallying around Big Ben. But, as heard on local Pittsburgh radio stations, fans of other NFL teams are having fun at his expense via derisive on air comments.

From a PR standpoint, when people are interviewed on camera, their 'performance' generally falls into one of the following categories:

Too Scripted--the interviewee loses credibility because they appear to be acting or "reading their lines." Plenty of examples exist in politics, sports and entertainment. These folks are obviously challenges for PR practitioners and lose credibility by the minute on camera.

Almost Scripted--You can tell the interviewee has prepared and thus they come across as sort of genuine and sort of scripted at the same time. Most athletes fall prey to the "Almost Scripted" interview. Hines Ward of the Pittsburgh Steelers comes to mind. He's not completely scripted but often combines cliches and attempts to frame things in sound bytes.

Trying Too Hard--The interviewee might have some skills that make them appear not completely scripted, but they also appear to be selling us something and trying too hard. Think: "I did not have sexual relations with that woman, Monica Lewinsky..."

Natural--The interviewee seems comfortable in their own skin, comfortable with themself. They might still be hiding something, but they appear to be telling the truth. They're believeable and likable. These cool characters are often at the top of their fields. Michael Jordan was the Michael Jordan of media. Other naturals include Ronald Reagan, Steve Jobs and the candidate Barack Obama.

Simply Awful--The interviewee just comes across as out there/stupid/clueless. You wonder "What the heck was he/she thinking?" after watching the interview.

So what category is Big Ben in? Since he's had so much success so fast, Steelers fans have seen a lot of Ben from his first days in the NFL. In my opinion, he's always seemed to be in the Almost Scripted category. From his celebratory activities, his twirling entrance to the field, his winning Super Bowl XL for Bettis, the trip to his "homeland" after XL, last year's "Band of Brothers"slogan, and most of his interviews in general, he comes across as somewhat scripted, mostly likable, not completely natural.

His press conference and statements regarding the sexual assault civil suit come across to me the same way. Since he's in a difficult situation, I don't expect him to look at ease. And although he's talented enough in front of the camera to look somewhat natural, I'm glad he's being coached on how to respond. I just wish he wouldn't come across as having been coached so much.

Overall, I tend to agree with Chopping, the body language expert, that at the core he seems to be sincere and feeling the weight of it all. We'll see how it all plays out over the next few weeks and months.

Mike Freeman's column on CBSSports.com provides perspective on cases like Big Ben's.

http://www.cbssports.com/columns/story/11990955

Badass or Just Bad?

2009-07-25T12:40:00.001-04:00

You've probably seen Microsoft's Laptop Hunter commercials during which actual shoppers search for and find the best deal on a laptop in their price range. Apple certainly did and cried foul claiming the ads were false because now the company offers a less expensive Mac notebook. Microsoft caved and changed the ads by taking out the reference to Mac/Apple and thereby reducing the impact of the ads.

I thought the ads were well done, reaching the desired target market and conveying Microsoft's competitive advantage over Apple/Macs. The funny thing is that Apple didn't have a problem with slamming Microsoft in their cool Mac/PC ads (http://bit.ly/Chpgm)

The techno behemoths are fighting like two kids in kindergarten. Microsoft might even throw out the old “you can dish it out but you can't take it” line on Apple for crying foul about the Laptop Hunter ads.

Apple is still the undisputed 'cool company' but they lamed out on this one. They'd of been more true to form had they simply done their own follow-up campaign highlighting their new, less expensive model.

Here's a link with more details on the saga:

http://www.crunchgear.com/2009/07/24/microsoft-bows-to-apples-pressure-changes-laptop-hunter-ad/

Sift Through the Nonsense

2009-07-24T12:25:00.003-04:00

Helped a client navigate the "Nonsense Waters" of prospect stalls and objections...

http://bit.ly/3uNo8m

Building Character, Changing Lives

2009-07-23T10:49:00.003-04:00

MASSolutions recently had the opportunity to work with Carson Long Military Institute on a branding and image building campaign. The academy is the first school of its kind in Pennsylvania and has a 100+ year history of educating students while also developing leadership skills. Carson Long Military Institute's challenge was telling their story to parents and potential students during tough economic times.

Our goal was to develop a clear, consistent message that quickly conveys how Carson Long Military Institute Builds Character and Changes Lives. Our team developed an Integrated Marketing and PR plan that included a new look, new website and a direct marketing campaign to reach and influence key target audiences of the academy.

Check out the new website:

http://carsonlong.org/

Regional Leaders Stay On Message

2009-07-20T14:23:00.017-04:00

President Obama’s announcement that Pittsburgh would be the host city for the G20 Economic Summit in September was met with surprise and even chuckles from the White House Press Corps.

White House Spokesman Robert Gibbs said Pittsburgh was selected because of its comeback from the demise of the steel industry and a new commitment to green technology for economic development.

With world leaders, their staffs, international media and other visitors spending time in Pittsburgh for the summit, the economic impact will obviously be positive. Opportunities also exist to maximize media coverage.

Despite the initial cynical response from the White House Press Corps, the announcement has led to positive PR for Pittsburgh and the region, including a big media hit last Sunday via the New York Times story City of Steel (and Other Stuff) to Get Its Turn on the World Economic Stage.

While the story begins with the standard stereotypical descriptors of Pittsburgh (weird traffic patterns, Pittsburghese dialect, french fries on sandwiches as the trademark cuisine), some local leaders made the most of their opportunity to portray Pittsburgh in an appropriate light.

Point Park University President Paul Hennigan had this to say about the initial response from the White House Press Corps:

"If the people in Washington were snickering, it's because they don't understand Pittsburgh and probably haven't been here. If you don't know Pittsburgh, you would snicker about an old Rust Belt industrial city down on its luck, not the beautiful, cutting-edge place it is."

The story also mentions that local and regional leaders realize the city is still known and referred to as The Steel City but would rather our successes in other key industries be recognized. UPMC President Jeffrey Romoff compares UPMC's role today to that of the steel companies of the past. Romoff calls Pittsburgh "tomorrow's city" which seems appropriate based on the region's ongoing success in the healthcare, higher education and technology arenas.

But Allegheny County Executive Dan Onorato had the last word:

"Anybody who laughs shows their ignorance. Let them have their two seconds of snickering. We're going to have our three months in the spotlight."

Take that White House Press Corps...and, by the way, our football and hockey teams are better than yours...

http://www.nytimes.com/2009/07/19/us/19pittsburgh.html?_r=1&scp=1&sq=Pittsburgh&st=cse

City of Marketing Champions

2009-07-15T16:06:00.000-04:00

When the Pittsburgh Steelers won their record sixth Super Bowl, I wrote how the team’s management built a Super Brand through prudent marketing and management strategies.

With the Penguins winning their third Stanley Cup and creating a strong national brand, we can proclaim Pittsburgh is the City of Marketing Champions.

Turnkey Team Brand Index ranked the Pens ninth out of 122 pro teams. The Steelers ranked third behind the Green Bay Packers and Boston Red Sox.

A recent study by Forbes magazine rated the Pens brand among the fastest growing in professional sports.

The Pens are obviously doing a lot of things right on and off the ice. Here are a few that have impacted their brand:

· We often tell clients to make it about them—your key target audiences. The Pens understand this and Co-Create Unique Customer Experiences like having players hand deliver tickets to season ticket holders.

· What’s the Big Idea? The Pens know focusing on one main theme in their messaging makes a difference. ‘It’s a Great Day for Hockey’ was introduced in October as the theme for the season and the team made each game an event with special promotions and player/fan interaction like having Maxime Talbot deliver pizza to Student Rush ticket buyers.

· Make Your Messages Stick by making an emotional impact—make people feel something. The Pens welcomed fans to watch games on the big screen outside the arena creating vivid memories for those who cheered from the lawn and fans who saw footage of them on the news.

· Relationships are Indispensable Not Disposable—Led by Mario Lemieux, the team values long lasting relationships of key front office team members like Dave Soltesz, VP of Corporate and Ticket Sales and Tom McMillan, VP of Communications. Dave, Tom and other front office leaders live and breath the team’s mission and it shows.

The Pens and Steelers have built top notch teams in the front office and the locker room. Both have loyal, some say rabid, fans. This winning combination means Pittsburgh can reclaim the title City of Champions and add Marketing to the distinction.

What an Experience

2009-02-03T23:27:00.005-05:00

Super Bowl thoughts:

The NFL continues to lead the pack when it comes to merchandizing the big event. The NFL Experience is flat out a great idea and adds to the already ridiculously high level of hype for the game. Fans coming to the game are happy to have something to do that is related to the game. Residents of the host city and anyone in town that doesn't have tickets can feel like they experienced (that word again) at least part of the big game's festivities.

Entering Raymond James Stadium on the day of the game was kind of like going through the ten longest lines you've ever stood in at amusement parks all in one. The seemingly endless maze of back and forth lines went on for at least 30 minutes. Then, we were quickly frisked and on our way to the game.

The crowd was surprisingly calm and jovial during the line maze game played prior to the game. Steeler fans chanted incessantly and the 17 Cardinal fans were cordial while wondering what the hell was going on. The Arizona faithful had to be thinking: "How did THEY get all the tickets?" Seriously, it seemed at least to be a 10 to 1 ratio.

It's an understatement to say the NFL knows how to put on a show. From the minute you walk into the stadium, you feel the electricity. The evening's agenda is down to the minute. Faith sings, Jennifer sings, loud ass jets soar over your head, explosions after each score, Springsteen, all kinds of entertainment...and then there's this football game, too.

Each seat had a seat cushion with commemorative items and marketing stuff from corporate sponsors inside. All the cushions in our section were wet inside where all the stuff was. Did anyone else have this problem or was it just our section?

The Raymond James Stadium food vendors/concessions struggled mightily in my estimation. They ran out of pizza at one point in the first half. They ran out of draft beer near halftime so they decided to only offer bottled beer. No problem. Well, actually a little bit of a problem. The bottled beer was warm. The vendors said you could buy a cup and they would put ice in the cup for you to pour your beer into. Comical.

Tampa did a pretty good job with the traffic prior to the game as thousands of cars traveled with relative ease. Parking also didn't seem to be an issue and it was fun to drive through the streets near the stadium and see the locals offering parking spaces in their yards. Their enthusiasm was much appreciated and the stadium vendors/concessionaires could have benefited from customer service training provided by these creative parking salespeople. After the game, the traffic also seemed to flow pretty well...although I watched it for a couple of hours while celebrating the Steelers victory.

Overall, though, the positives far, far, far outweigh the negatives. For example, you might have heard already that the game was somewhat exciting...In the end, it was simply a great experience.

Super Brand

2009-01-30T09:53:00.007-05:00

David Fleming of ESPN wrote a column Are the Steelers the Greatest Franchise? comparing the Steelers super success over the past 35 years to other sports franchises like baseball's New York Yankees and hockey's Montreal Canadiens.

Fleming lauds the Steeler organization for building and maintaining a winning sports franchise over the long haul. The column doesn't mention it, but the Steelers franchise is also successful in another American pasttime: Building and maintaining a strong brand recognized throughout the world.

The Steelers and their Terrible Towel are a great example of successful branding. You've heard or read about it ad nauseum the past two weeks:

On the field, the team has subscribed to a hard nosed philosophy based on staunch defense and the ability to run the ball. The style matches the work ethic and ethos of the city's people: Work hard, play hard and don't get too full of yourself.

The Rooney family has owned and led the team since the 1930's. They have also strived for continuity in the head coaching job--only three coaches have worked for the Steelers since 1969: Chuck Noll, Bill Cowher and now Mike Tomlin.

Fans have a unique bond with their team. Games are an event, almost like extra holidays. Families reminisce about major life milestones and include the Steelers. "I remember your baby shower. The Steelers beat the Ravens that day..."

The aura and special place the Steelers have with members of Steeler Nation proves to be a case study in how to build and maintain a meaningful brand:

Visionary leadership and management: The company vision is 'lived' by everyone in the organization from top to bottom. Management motivates people while also managing budgets and processes in a sensible manner.

Consistency: Customers become loyal, passionate believers because they know what they are buying. Noll, Cowher, Tomlin...Franco, The Bus, Fast Willie...Defense, Defense, Defense.

Simplicity: When you see the Terrible Towel, you know what it means. The uniforms have looked pretty much the same since forever. Even the relatively new Heinz Field is simplistic when compared with other "21st Century Stadiums."

Less is More. The Steelers stay true to the core product: football in its purest form. No cheerleaders on the sideline. The owners don't try to become celebrities. Players who make it about "Me" are either ignored in the draft or soon gone from the team. Can you say Plaxico?

The Steelers have remained focused and true to their vision and values for forty years. The result is a Super Bowl team on the field and a Super Brand off of it.

Smart, Smarter, Smartest?

2009-01-27T22:22:00.008-05:00

A couple of buddies and me were talking about our respective smart phones the other day. We were comparing the strengths and weaknesses of the iPhone, Blackberry's Storm and the Google phone.

We came to the conclusion that the smart phone market is one iteration away from pleasing just about everybody...until something even smarter comes along.

When you think of how rapid the smart phone market has grown and changed, it's pretty amazing. Even more impressive is the successful integrated marketing approach the major players have implemented:

Clearly defined target markets and products developed to meet the specific wants and needs of each market: Young hipsters, progressive business leaders, multitasking creatives...it doesn't seem to matter...there's a new phone for everyone on a regular basis.

Strong messaging across the board tweaked to maximize multiple marketing vehicles to ensure each target market is reached and influenced.

Repetition of message until we are either sick of ads, phrases become part of our vernacular or both.

Cool design, hyped and timely distribution...everything except great customer service...but that's a whole other story.

It should be interesting to see how the current economic situation impacts these integrated marketing efforts as far as product development, distribution and messaging during a potentially prolonged recession.

Let's hope things keep changing for the better like they have been the past few years. Maybe we'll all have that next iteration--the smarter phone--well before our latest service agreement expires...

Assertive Not Aggressive

2008-10-21T10:17:00.000-04:00

Sometimes people are misperceived as aggressive or pushy when they confront others about an issue. Potential solutions and fresh ideas are ignored because the message was personalized and viewed negatively.

In other instances, the message is lost because tone and content move from assertive to personal. Emotions get in the way and prevent a healthy dialogue. Instead of solving the problem, we add to it by forcing our point of view on others.

Assertiveness involves striving for a win-win outcome by clearly communicating your needs, wants and thoughts, while acknowledging the needs of others.

If you perceive someone as aggressive, make sure it is not actually assertive behavior featuring a message you don’t want to hear. We often point out flaws in ‘style’ or ‘delivery’ when people confront difficult issues. It could simply be misreading of the situation or a move into self preservation mode. Either way, productivity and personal growth are tied to our ability to understand when others are offering solutions in an assertive manner instead of misperceiving it as aggressive behavior.

How do we avoid becoming aggressive ourselves?

Most people prefer to be assertive but unintentionally become aggressive due to a combination of lack of preparation and an inability to keep emotions in check.

Before confronting someone, think through or even write down what you are going to say. This enables you to clearly assess the nature of the problem, how it affects you, how you feel about it and what you want to change. Preparation also increases our understanding of where the other person is coming from and reduces our instinct to make it about them rather than the issue.

Listen to other perspectives and be direct and concise when explaining how you see the situation. Offer creative solutions and show a willingness to explore other options.

Being assertive can help you convey who you are and what you are about. It doesn’t always result in getting exactly what you want. But it does show you realize that other opinions matter and that you are interested in improving the situation.

‘Getting’ Gen Y from A to Z

2008-07-22T12:12:00.001-04:00

Marketers, historians and writers love to coin catchy phrases to describe generations with similar life experiences, values and attitudes. An entire column could debate the segmentation and descriptions of various generations. Instead, let’s focus on the communication challenges created as a result of four generations working side by side for the first time in American History, including:

The Silent Generation, born between 1933 – 1945 (ages 63-75)
Baby Boomers, born between 1946 – 1964 (ages 44-62)
Gen X, born between 1965 – 1976 (ages 32-43)
Gen Y, born between 1977 – 1989 (ages 19-31)

Current talk seems to be about the difficulty working with Gen Y. Since similar angst occurred when Baby Boomers and Gen Xers entered the workforce, we might want to acknowledge that it could be, as Yogi Berra famously said, déjà vu all over again. Each generation has similarities and differences.

USA Today, Time Magazine and other media outlets describe Gen Y as nurtured, programmed and pampered by parents more involved than those of previous generations. Academicians note Gen Yers grew up in the era of ‘latchkey kids,’ daycare and high divorce rates. This combination makes Gen Y the most independent generation to date, with a sense of security, optimism and in some ways entitlement. Their technological expertise, multitasking skills and educational experiences also make Gen Y more prepared to enter the workforce.

As a result, Boomers and Xers need to be patient, provide ongoing feedback (lots of it) and be flexible with respect to work environment and approach. The ‘command and control’ managerial style that sometimes still exists won’t motivate Gen Y.

Gen Y also has some work to do. They need to acknowledge Boomers and Xers actually know something and listen to them actively, instead of passively while checking text messages or emails.

In addition, Gen Yers need to improve their communication skills. Boomers lament how Gen Yers send an email or leave a voicemail and think they are ‘covered.’ The reality is effective communication requires a combination of face to face interaction, telephone conversations, email, voicemail and written correspondence. Far too often, Gen Yers do not take the next step after the initial email or phone message.

If you are not getting the results you need, be assertive. Telephone a vendor or client multiple times until they take your call. If they have not returned your call, drop in to see them. Seek advice from a co-worker or supervisor when you are not sure how to proceed. Do whatever it takes to finish the job or get the answers you need to move forward without making excuses.

Open communication and the willingness to learn from each other can help reduce the stress of four generations working together. Just remember, Generation Z or whatever they’ll be called is waiting impatiently to join us in the workplace!

Maybe Unusual is Good

2008-07-08T15:25:00.003-04:00

Customer Centric Marketing is apparently so rare that when GlaxoSmithKline recently asked key customers what they thought about products during the R&D stage it was considered out of the ordinary.

A recent Wall Street Journal article noted the British pharmaceutical giant invited a group of healthcare officials from the U.K., France, Italy and Spain to London to examine drugs Glaxo is developing. The article went on to say that the company is ‘taking the unusual step of giving government healthcare systems a say in deciding which drugs advance in its research pipeline.’

Unusual, maybe. Smart, definitely.

Since bringing a single drug to market costs hundreds of millions of dollars, it makes a whole lot of sense to make sure your target markets want and need the drug before deciding to move forward with it. In the countries mentioned, the state healthcare systems pay for the vast majority of drugs sold. Asking the government decision makers for their opinion and obtaining their buy in before producing a drug is sound business strategy.

In an interview for the WSJ article, Glaxo's new chief executive, Andrew Witty, said the effort is part of his drive to help the world's second-largest drug maker adapt to a tough pharmaceutical market. In recent years, soaring health-care costs have led insurers, governments and other drug buyers to tighten their belts.

"I'm going to deal with the pharmaceutical realities of the next 10 years, and they're very different from those of the 1990s," Mr. Witty said.

The health care officials from the U.K., France, Italy and Spain had the chance to examine the drugs Glaxo is developing during what Witty described as "an opportunity for us to say, 'Look, here's what the development pipeline at [Glaxo] looks like, here's what these drugs are going to be...Which one of these do you think, 'This is exactly where I would prioritize healthcare dollars?' ”

The officials provided feedback on which drugs to prioritize and what data Glaxo would need to provide to help the healthcare systems make the decision to buy the drugs. As a result, Glaxo will change some of its development plans accordingly, Mr. Witty said in the article.

Why would this Customer Centric Marketing Approach seem ‘unusual?’

I guess because our perception of pharmaceutical marketing in the U.S. is skewed by the current push strategies involving thousands of pharmaceutical representatives buying food for physicians and their staffs while dropping off samples.

The good news is Glaxo is on the right track. Let’s hope they can build upon this ‘unusual’ marketing approach and expand it to the U.S. market.

Sampling Drugs...Online

2008-06-30T13:06:00.011-04:00

In February, the post Buying Someone Food is Not Marketing addressed how pharmaceutical representatives sell physicians on their medications and how some health care organizations like University of Pittsburgh Medical Center (UPMC) were responding to those marketing efforts.

UPMC took another big step toward changing the game by turning to web based technology to help physicians obtain sample medications for patients. As mentioned in a story in the Pittsburgh Post Gazette on June 28 (http://www.post-gazette.com/pg/08180/893241-114.stm), the UPMC eSample Center will allow physicians to order medication through a "virtual sample closet" developed by MedManage Systems, Inc.

Wow. This could make things even tougher for pharma reps responsible for marketing to UPMC doctors. UPMC's new policy implemented on February 15 required pharma reps to be 'invited' to make presentations or visits with doctors. The new policy allowed the reps to offer medication samples, but not other gifts, including meals. Now, UPMC has gone a step further by providing UPMC physicians with an opportunity to obtain samples online.

If the pharmaceutical companies are able to distribute samples online, it could be a win-win for the companies (lower marketing costs) and physicians (added convenience).

But what about all those pharma reps? Hmm...In the early stages of the online sample program, pharma reps targeting UPMC doctors will have to be creative in obtaining the necessary 'invitation' to meet. And, they'll know that their long standing marketing tactic of providing free samples can be matched online by competitors.

As for the long term, if the online program takes hold and grows, those pharma reps would be wise to keep their eyes and ears open with respect to new career opportunities.

Amazon Reads the Market Right Again

2008-06-13T16:10:00.006-04:00

Jeff Bezos of Amazon.com talks about how the Amazon Kindle will change how we read. After testing the product for a day, I think he might be right.

Despite the 'Too High for Mass Consumption' price point, Amazon made a wise strategic decision to develop and introduce the Kindle.

The Kindle is a wireless reading device with an electronic-paper display that provides a sharp, high-resolution screen that looks and reads like real paper. It is literally easier on the eyes than reading on a backlit computer screen.

It's advertised as simple to use: no computer, no cables, no syncing and actually lives up to the hype. You take it out of the box and turn it on and you're pretty much ready to go...or read.

The Kindle's wireless connectivity enables you to buy a book and have it delivered or downloaded to your device in less than a minute. There are more than 125,000 books available to purchase, including more than 98 of 112 current New York Times Best Sellers priced considerably less than the hard copy (usually at $9.99).

You can download and read chapters of books for free before you decide to buy and you can even read your newspapers or magazines on the Kindle. No more walking outside to pick up the morning paper while half asleep, no more ink on your fingers and no more folding pages while jumping back and forth from story to story.

The coolest business concept for Amazon.com is that the device should lead to more book purchases. Kindle owners can read free sample chapters which should lead them to buy books they might not have purchased. And, since you can read more often and more quickly, with less eye strain, the average number of books read per year, per Kindle owner should rise. Those extra books will be purchased from Amazon.com.

All in all, a sound business strategy because many members of the core reading audience will bite the bullet and buy the Kindle at the current $350 price point and then make more book purchases. And, if a price reduction is feasible in a year or two, the Kindle should have greater market penetration with more casual readers.

A win-win-win for Amazon.com, voracious book consumers and (in the long term once the price drops) casual book readers.

Sounds of Marketing, Vol. VIII

2008-05-20T13:12:00.002-04:00

Back Story

It is hard to believe it has been twelve years since Bradley Nowell of Sublime died from a drug overdose on May 25, 1996.

While his widow, Troy Nowell, has said she believes he achieved all he hoped to achieve in his life—becoming a father, reconnecting with his family, having a band that achieved glory and a wonderful album—we are still left to wonder what might have been had the charismatic singer not succumbed to heroin addiction.

After Nowell’s death, record execs considered not releasing Sublime’s major label debut album. After internal debate, the album Sublime was released and became a huge hit, selling more than 5 million copies. The album’s first single, What I Got, became a number one hit and is the inspiration for MASSolutions Sounds of Marketing, Vol. VIII.

What I Got—Sublime

Why do we feel compelled to blame someone when things don’t go the way we expected?

Early in the morning, risin' to the street
Light me up that cigarette and I strap shoes on my feet
Got to find a reason, a reason things went wrong
Got to find a reason why my money's all gone

Sometimes, like the saying goes, Stuff Happens. In other instances, people play the Blame Game with phrases like “It’s not my fault” or “So and so worked on that.” Their goal might be self preservation, career advancement or worse.

Scapegoating or ‘Doing the Cover Up’ does not make the problem go away. These actions just transfer responsibility to someone else and cost valuable time and money. Blame Gamers also need to hope the truth doesn’t come out or their reputation will take a hard and long lasting hit.

It all comes back to you
You're gonna get what you deserve
Try and test that, you're bound to get served

The key to truly winning the Blame Game is to stay focused on the wider purpose. Accept that with change and risk taking come mistakes. If you are getting things done, chances are you will also have some bumps in the road. You need to take an honest look at what happened and why. While this might involve some assessment of blame, the goal is to learn for the future while staying positive.

That's why I don't cry when my dog runs away
I don't get angry at the bills I have to pay

Maximize your time, avoid the blame game and learn from your successes and your perceived failures (perceived because doers are often their own harshest critics). It’s all part of growing and getting better at what you do.

Life is too short so love the one you got
Cause you might get run over or you might get shot

Playing the Blame Game doesn’t help anyone and wastes valuable time. But, learning from those minor hiccups can make us all better.

I said remember that!

Reissued Replacements

2008-05-15T14:53:00.008-04:00

Paul Westerberg’s songwriting and the late Bob Stinson’s lead guitar helped make the Replacements one of the seminal alternative rock bands of the 1980’s. Their influence was broad and deep, ranging from Nirvana to Wilco with many more in between.

The Replacements achieved critical but not commercial success and their continued infighting led to a breakup in 1991. But, their legacy lives on as an indie group that stayed true to their convictions.

The way things turned out, the remaining band members might wonder whether or not that’s a good thing. Some of their contemporaries, most notably REM, ended up hitting it big as far as popularity and riches.

“Our legacy is pretty much all we have,” bassist Tommy Stinson said in a recent Spin Magazine article.

The Replacements are making a comeback of sorts lately by reissuing their early works including Sorry, Ma, Forgot to Take Out the Trash; Stink; Hootenany; and Let It Be. Plans are also in the works to reissue the rest of the albums in the band’s discography.

Will it lead to a reunion?

For years, Tommy Stinson said a reunion was out of the question. But, he seems to have changed his tune.

“Working on the reissues, I got really wrapped up in that shit and I had to rethink my previous stance on it,” Stinson said in the Spin interview.

Westerberg sounds like he is up for it, too, telling Bob Mehr of Spin:

“The monster that is the Replacements is still alive and ready to suck anybody down who wants to be a part of it.”

A few months ago, the talk was that the Replacements would do a handful of shows on the summer festival circuit. I’d gladly take my chances with that monster. In fact, like the song says, I can't wait.

Lights that flash in the evening
Through a hole in the drapes--
I'll be home when I'm sleeping
I can't hardly wait.
I can't wait, hardly wait.

Hope to see you at one of the shows.

Don't Call Them Gatekeepers!

2008-04-22T08:23:00.002-04:00

With tomorrow being Administrative Professionals Day (formerly known as Secretary’s Day), let’s focus on the people who work to make the lives of executives and managers easier.

National Professional Secretaries Day was created in 1952 through the work of Harry Klemfuss of ad agency Young and Rubicam. His goal was to recognize the importance and value of the position and encourage more people to work as secretaries.

Well, a lot has changed with the position since then. We decided to survey administrative professionals to ask their opinion on things like titles, responsibilities and what works (and doesn’t work) when contacting them in the hopes of reaching their bosses.

When it comes to titles or how they like to be described, nearly 40 percent said Administrative Assistant. Executive Assistant and Administrative Professional were next on the list, far ahead of the rest of the pack.

Rest assured marketers do a lot of things to annoy Administrative Professionals when trying to reach their bosses. Lying about knowing the boss ranks number one. Not listening, dropping in unexpected, and refusing to mail or email information followed closely behind. And, amazingly, marketers still use “Honey” or “Dear,” which is obviously inappropriate in the vast majority of instances.

Respondents told us marketers need to do the following to increase their chances of obtaining an appointment:

*Quickly and clearly explain why we should work together
*Be polite and honest
*Know the person in charge or have already talked to the boss
*Send information first or be willing to send info after the call

In what will surely get the phones ringing, administrative professionals responded that the best time to reach them is in the morning from 9:00 am to 11:00 am.

They told us their optimal split between email, telephone and in person communication with marketers was email for more than 60 percent of the communication, telephone around 20 percent and in person roughly 15 percent of the time.

The major takeaways ring true yet again:

Listen, be professional and honest, respect the time of others, and tell your story with clarity and brevity.

And, don’t forget Administrative Professionals Day.

College Buddies Aging Gracefully

2008-04-05T11:47:00.020-04:00

On April 1st, REM released their fourteenth studio album, Accelerate. Nope, that's not an April Fool's Day joke. The band and its core fans have been around a long time. Beginning with Murmur in 1983, REM had an incredible run of nine often critically acclaimed studio albums that solidified their legacy as one of the original leaders of the alt rock genre.

The good news is REM is finally starting to age gracefully, which for awhile didn't appear likely. After Monster in 1994, the band lost drummer Bill Berry and, to many, it seemed their way. REM hobbled into the Rock & Roll Hall of Fame in 2007 on the heels of three or four albums that left a lot to be desired. It took a true, loyal fan to buy and listen to the last one, Around the Sun. But, it sounds like the band is back with the new release.

U2 and REM were the cool alternative bands for college kids in the '80's. Not quite the Beatles and Rolling Stones, but still alot better for a lot longer than anyone else. So, it's ironic that U2 guitarist, The Edge, played a key role in the making of Accelerate by recommending producer Jacknife Lee to REM.

The band and Lee decided to condense the recording timeframe to three week recording sessions in three different cities. According to the members of REM, the tight recording schedule kept Michael Stipe from over analyzing the lyrics and vocals, something he had been criticized for on the last couple of albums. REM also decided to test and tweak the songs in a live setting as they frequently did early in their career.

In my opinion, the other major change was allowing guitarists Peter Buck and Mike Mills to return to their roots. Accelerate is much faster with a harder edge than the past few albums, sort of like a combination of Document and Life's Rich Pageant with the consistency of Automatic for the People.

The album begins with "Living Well is the Best Revenge" moving at the pace of "Life and How to Live it" or "These Days." Next is "Man Size Wreath" which builds on the energy of the first cut.

"Supernatural Superserious," the album's first single, follows with what made the band great back in the day--Buck's raucous guitar and vintage Stipe vocals. He even sounds like he might be singing to the band's many 40-something fans with these lyrics:

Nobody cares
No one remembers
If your fantasies are
Dressed up in travesties
Enjoy yourself with no regrets

"Houston" could have been on Life's Rich Pagent, sounding a bit like "Swan, Swan, H" while "Until the Day is Done" reminds me of "Drive." Stipe shows he hasn't lost his biting edge by taking Kramer to task for his racist rant on "Mr. Richards"and that he's still got some lyrical chops with "Hollow Man" and "Horse to Water."

As with most good but not great albums, there are a couple of throwaways. I hope no one under the age of 30 hears "Sing for the Submarine" or their perception of REM will continue to be skewed by what they've heard the past ten years. "I'm Gonna DJ" might be another because of Stipe's twangy vocals but as an aging and never completely retired DJ, I can relate:

Death is pretty final
I'm collecting vinyl
I'm gonna DJ
At the End of the World
'Cause if heaven does exist
With a kickin' playlist
I don't wanna miss it
At the end of the world

Like the old college buddy you didn't get to see enough the past few years, REM is back and there for us as we (unfortunately) Accelerate into the second half of our lives.

Talent and Results Trump the Nice Guy Factor

2008-03-27T23:07:00.006-04:00

The finale of Celebrity Apprentice just concluded and the show continued to provide valuable business lessons until the very end.

Throughout the season, I thought Donald Trump consistently made the right call in his assessments. His decisions made good business sense and often were not the popular or easy call.

As I watched the finale, which included many accolades for Trace Adkins and a huge three minute performance of his latest song, I started to think: "Wow, he's going to make the popular pick instead of the right one."

But, as always, The Donald was The Man.

Let me say that both of the finalists did a good job the entire season. Other than Gene Simmons, they were clearly the two most talented contestants from a business standpoint. And, just like most of America, I like Trace better than Piers Morgan on a personal level.

That being said, Piers simply outperformed Trace and everyone else pretty much on a weekly basis. He was on the winning team in nine of 11 contests (serving as the critical project manager on a couple of them).

Plus, he raised so much more money than Trace in the final contest and his creative strategies (calling Simon Cowell for a donation, convincing the original Fergie to auction off a tea with her, giving 20 tickets to soldiers to attend the charity fundraiser, etc.) were far and away more important than Trace buying black nail polish for the Back Street Boys.

Piers Morgan, You're Hired!

Some other takeaways from the last episode:

*The final six contestants showed that despite their personal differences, they could work together to achieve their goals. Strong personalities can gel as a team if they are commited and dedicated to a common strategic vision.

*Leaders are willing to (pardon the cliche) do whatever it takes. Trace made sure the Backstreet Boys were happy and ready to perform regardless of how much he personally disagreed with their requests. Piers chose Stephen Baldwin to be on his team, even though he knew Stephen didn't like him, because he was the appropriate pick at the time.

*Piers didn't back down or pout when it seemed just about everyone was against him. He stood his ground and made a compelling case for why he deserved to be the Celebrity Apprentice.

*If The Donald were in the role of The Godfather, Ivanka would definitely be Michael...would her brother be Fredo?

All in all, one heckuva comeback for The Apprentice. And, much to my delight, talent and results won out over the Nice Guy Factor.

Just Admit It!

2008-03-27T16:52:00.000-04:00

Our company recently had some bad experiences with salespeople from two media outlets while buying advertising for a client. The process ended up much more difficult than it had to be, wasting time and money for everyone involved.

When we showed both sales representatives where expectations had not been met, their responses were dramatically different.

One salesperson quickly acknowledged where he and his company fell short. He provided details on what he would do to rectify the problem, apologized and thanked us for our patience.

The other salesperson was continually defensive and debated each customer complaint. She did not provide any details as to why the problems occurred or an action plan for how she would improve the situation.

As the mistakes continued, her supervisor became involved and provided some questionable excuses before recognizing things could have been handled better. He intimated the salesperson was the problem and said he would work with her more in the future. We thought sales and operations had both made errors, so his response was surprising and left us with a less than positive feeling about his organization.

Nike made their slogan, Just Do It, part of our vernacular through creative marketing. With regard to customer complaints, we can tweak the Nike motto to Just Admit It. When a customer tells you that your company did not meet his or her expectations, you need to acknowledge where you fell short. Debating the customer doesn’t help.

However, you should not just apologize for everything. If you do not think you or your organization had anything to do with the situation, don’t offer a disingenuous apology. But, if a breakdown in communication occurred, or something went wrong with distribution, production or expected deliverable, own up to your share of the responsibility.

Studies show only about 4 percent of dissatisfied customers complain. The other 96 percent might simply take their business elsewhere. Turn the complaint into an opportunity to improve the situation and the relationship. Admit mistakes, develop a plan to correct things and thank your customer for sticking with you.

Just Do It.

Missing the Target...Expect Less. Pay More.

2008-02-27T13:09:00.005-05:00

We've all heard 'Perception is reality' when it comes to branding and consumer behavior. Target has built a brand based on the perception that Target is upscale when compared to Wal-Mart and others. The company's "Expect More. Pay Less" advertising campaign has been successful for quite awhile. But, with the potential of a recession looming in the minds of consumers, the Target "Expect More" message isn't working as well when compared to Wal-Mart's current marketing efforts.

As noted in a Wall Street Journal article, Target reported its fiscal fourth-quarter profit dropped 8.1% from the year-earlier period. Sales at the same stores open at least a year nudged upward a disappointing 0.2%, compared to gains of 1.7% at Wal-Mart. For the two previous years, Target's same-store sales grew at twice the rate of Wal-Mart's.

Consumer perceptions have been on Target's side in the past, as shoppers perceived Target to be hip, stylish and affordable. But the mindset may be changing. While historically there's been only a 1% to 3% price difference in like items at Wal-Mart and Target, 87% of the shoppers recently surveyed by Citigroup Global Markets Inc. said they thought Wal-Mart had better pricing.

Unfortunately for Target, the perception might be turning into reality...

"Perhaps [Wal-Mart] is doing a better job of marketing that message," said Target President Gregg Steinhafel in the Wall Street Journal article. "What we're observing in the marketplace is no real change in terms of the number of items they're marking down, or the depth of those discounts."

As shoppers began to pull back and look more at price discounts, Target missed sales forecasts and earnings targets. The company responded by cutting expenses, beginning with a reduction of staffing hours at its stores.

Can you guess what's coming next?

Target officials maintain the reduction in on-duty store staff hasn't hurt customer service...but not everyone agrees. Craig Johnson, president of Customer Growth Partners, a consumer consulting and research firm, says that during his in-store mystery shops the past few months, he has found a dearth of workers and an increase in messy shelves. "I think they throttled back too far," he says of staffing levels.

As mentioned in the WSJ story, Target is also feeling the squeeze from above, as midtier department stores have improved their fashion quotient in accessories, home furnishings and apparel -- frequently by stealing a page from the Target playbook of getting recognized designers to create a more affordably-priced line that appeals to the masses.

Meanwhile, Wal-Mart is offering a wider range of branded merchandise, notes Mr. Johnson of Customer Growth Partners. "Wal-Mart has always been king of consumables -- T-shirts, toothpaste, Tide and toilet paper -- but its merchandising initiatives have improved lately as well." He points to strides in consumer electronic brands and the clinching of deals to offer apparel brands Ocean Pacific and L.E.I.

Target watchers seem to agree that offerings from the company once on the cutting edge of apparel style have grown tired.

"We believe that there is a lack of differentiation among Target's key house brands, like Mossimo, Merona, and Cherokee, and this comes at a time when the company has pushed price points higher," says Citigroup retail analyst Deborah Weinswig.

First, the message doesn't resonate due to the current economic situation. Then Target cuts back on staff to meet financial goals...adversely impacting customer service and product offerings...making the message and image even more out of whack with perceptions...

Expect Less. Pay More.

Perception is reality indeed...

Buying Someone Food is Not Marketing

2008-02-22T14:14:00.013-05:00

A recent Business Week article titled Just Say No to Drug Reps focused on how pharmaceutical companies influence physician behavior through free donuts, bagels, lunches and dinners.

Clients, friends and colleagues know my stance on this issue: Buying someone food is not marketing...it pretty much borders on bribery. The entire marketing profession is tainted because some industries focus more on taking food to prospects than on finding out how to solve their problems or meet their needs.

I realize pharmaceutical reps do more than buy food. However, the 'other stuff' they do is not being noticed nearly as much as the food purchases. And, some of the marginal pharma reps use the food delivery as too much of a crutch.

The amazing thing is that it actually works. Dr. Andriane Fugh-Berman of Georgetown University conducted a study that is referenced in the Business Week article. Her data shows a doctor who spends just one minute with a sales rep typically ends up prescribing 16% more of that rep's product than before. A four minute encounter is likely to prompt a 52% jump in prescriptions.

Fugh-Berman has spent the past six months lecturing med students at Georgetown and neighboring schools on how to resist sales reps' overtures. Her website, http://www.pharmedout.org/, includes videos of current and former pharma reps talking about their 'marketing tactics,' one comparing doling out drug samples to what "your typical street dealer employs on the corner when he's selling crack. The first one's free, then you pay, then you're hooked."

Programs similar to Fugh-Berman's are rolling out at medical and nursing schools across the country. They often provide data to doctors showing expensive drugs like those featured in direct-to-consumer ads are not any better than cheaper over-the-counter alternatives.

Locally, UPMC Health System institued new ethical guidelines with respect to 'marketing' to physicians, imposing restrictions on consulting relationships and banning gifts from industry representatives.

The big drug companies won't sit idly by while their 'marketing strategy' is challenged. It will be interesting to see what their next move is.

Let's hope it involves focusing more on how to reach their target audiences with creative marketing efforts instead of debating whether to go with pizza or hoagies.

Giant Win for Madison Avenue?

2008-02-04T12:03:00.001-05:00

After a couple of years of mixed reviews, the early returns seem to show Madison Avenue joining the Giants as winners last night. Most viewers rated many of the commercials highly according to various research outlets.

Victoria Secret reminded everyone that Valentine's Day is just around the corner. Volkswagon had a Godfather themed spot and ads from General Motors, Toyota and Hyundai were boringly average. Here's a quick snapshot at some of last night's other Super Bowl Ads:

Stain, Stain Go Away:
Tide to Go utilized a talking stain to help make a boring category enjoyable.

Making It:
One Budweiser ad shows a horse failing to make the team of Clydesdales chosen to pull the Budweiser wagon. But with the help of a Dalmatian who plays the role of personal trainer, Hank the horse eventually succeeds.

Charlie Wins the Big One:
Coca Cola Co. had Underdog and Stewie balloons fighting over a Coke balloon during the Macy's Thanksgiving Day Parade -- only to be defeated by Charlie Brown.

Geico Gecko Envy:
PepsiCo's SoBe Life Water ad showed lizards dancing with model Naomi Campbell...I think Gecko is cooler, though.

Not Politically Correct...but you can get 100 free leads:
Salesgenie.com featured a married panda-bear couple speaking with Asian accents worrying that they may go out of business. But, they are saved by a panda psychic who recommends Salesgenie. Their other ad shows a white boss berating an Indian salesman, Ramesh, who has eight children.

A Bit Much:
Careerbuilder.com showed a computerized image of a heart jumping out of a woman's chest and holding up a sign that says "I Quit" in front of her boss.

Busta Move:
Diet Pepsi featured Missy Elliott, LL Cool J, Busta Rhymes and Macy Gray, all nodding off until they are revived by drinking Diet Pepsi-Max and start movin' like Will Ferrell on SNL.

Baby's Sell...and Trade:
When in doubt, use a baby, they still sell...E*Trade Financial Corp's spot used special effects to show a baby talking about making trades on his computer, booking a scary clown and finally spitting up.

Stalled Out:
An ad from AMP Energy drink, which is owned by Pepsi, shows a fat man who, to start a stalled car, attaches jumper cables to his nipples and chugs the drink.

All in all, a solid showing for the advertisers...Let's just hope D-Wade drops Charles and adds Massolutions to his faves by next year's game.

The 'Other' Super Sunday Battles

2008-02-01T19:15:00.001-05:00

Sunday is the big day for football and television advertising. Since just about everyone has heard enough about the Patriots and Giants, let's talk about the other matchup of big names:

Coke vs. Pepsi.

It's been awhile since these two rivals squared off at the Super Bowl. Coke had been away from the game for nine years before coming back last year when Pepsi didn't focus on the core brand and instead showcased Sierra Mist. This year both companies have made the investment in Super Bowl ads hoping to reach the more than 90 million people watching.

Just as in the 'real' game, the two titans have different styles and strategies.

As reported in the Wall Street Journal, Coke will promote its slogan "The Coke Side of Life" with one spot that features a scene from the Macy's Thanksgiving Day Parade. The Underdog and Stewie balloons fight over a Coke balloon but are beat out by Charlie Brown, according to a person familiar with the spot. Another ad features former Senate Majority Leader Bill Frist, a Republican, and political consultant James Carville, a Democrat, playing a game of "jinx" (when two people utter the same word simultaneously). They end up making nice over a bottle of Coke. The spots were created by Wieden+Kennedy.

Pepsi goes back to their tried and true strategy of ads featuring celebrity pitch people (think Michael Jackson back in the day). In one, as a young woman sips a Pepsi through a straw, pop star Justin Timberlake is seen being sucked through life -- bumping into objects such as a car door and a parking meter. Omnicom Group's BBDO crafted the ad.

The cola makers sounded a bit like NFL coaches when downplaying the matchup. "We always hope to do better than the competition, but that is not what drives us," said Tom Cough...I mean Dave DeCecco, a spokesman for Pepsi. "We just want to connect with our consumers in the strongest possible way."

Katie 'Belichick' Bayne, chief marketing officer of Coca-Cola North America, says, "Pepsi is a great competitor of ours, but honestly, as we look at the game, it doesn't have much to do with them. It has more to do with the growth behind Coca-Cola."

According to Beverage Digest, U.S. sales of both Coca-Cola and Pepsi-Cola are dropping significantly. In the first nine months of 2007, sales of cases of Coca-Cola Classic dipped 5.6%, while Pepsi-Cola's volume slid 8.3%. Both companies are suffering from the broader decline in soda sales as more people switch to water and juices.

Some industry analysts believe a return to the cola wars of old could help sales for both brands.

"For many years, the cola wars helped grow both companies," says John Sicher, editor and publisher of Beverage Digest, referring to the surge in publicity and consumer interest in the mid-1980's.

As the journal reported, Coke-Pepsi isn't the only intraindustry ad battle Sunday. Consumer-products companies Procter & Gamble and Unilever will be going at it, as will General Motors and Toyota Motor and a long list of movie studios. There will be more than 10 movie spots this year -- only a handful of movie trailers aired during last year's game.

But the biggest ad player of all makes sure it doesn't have the competition to worry about come game day. For years, Anheuser-Busch has been buying such a large quantity of ads that it gets to be the exclusive alcohol advertiser during the game.

Now that's a dynasty...

Star Buck Coffee

2008-01-25T13:05:00.000-05:00

According to a recent Wall Street Journal story, Starbucks is selling cups of coffee for $1 in Seattle. No word yet on whether the king of coffee will do so nationally. The 'short' coffee is selling for about 50 cents less than the smallest coffee on the regular menu.

In a recent post, ( http://massolutions.blogspot.com/2008/01/blog-post.html) I mentioned the interesting approach Starbucks and McDonald's have taken to apparently 'steal' customers from each other. Let's hope a $1 Value Meal at Starbucks isn't on the horizon...

"We are conducting a test in the Seattle area. However, this test is not indicative of any new business strategy, " said a spokeswoman in the WSJ article. "Testing is a way of life for us, as we are constantly looking for new ways to connect with the customer and provide the best 'Starbucks Experience.' To maintain the quality of the information we gather during testing, we do not comment on any specifics until a final decision is made. "

I guess it's not quite as 'secret' as the Secret Sauce, but still a covert operation at this point...

We'll see how the test goes. Maybe they'll sign up Mike Piazza and Terry Bradshaw to do 'Only a buck' commercials like those long distance calling ones from awhile ago.

Regardless, the Star Buck Experience appears to be changing, and not always for the better.

The good news is the company brought back Howard Schultz as its new CEO. On his first day, Schultz said he'd be leading new initiatives to combat competitive inroads made by McDonald's and others into the coffee giant's market.

He might want to consider changes that move the company back towards their core beliefs instead of becoming more like a McCoffee.

Statistics Never Lie...But They Can Be Deceiving

2008-01-20T10:52:00.000-05:00

Ed Bouchette's column, The Grass Menagerie, provides an update on the Steelers thought process regarding potentially moving from grass to Field Turf at Heinz Field.

Interestingly, Bouchette references how the organization used to defend the nasty turf at Three Rivers Stadium when it came under criticism in the '70's and '80's.

Injuries and their own players' professed preferences for grass are reasons the Steelers have stayed with the grass that turned to dirt and mud by late season. They believed it to be safer. In that sense, it's been a well-intentioned experiment.

But when the Steelers played on the rock-hard artificial surface at Three Rivers Stadium for 31 years, they often cited studies that showed there were fewer serious injuries in games on those old artificial turfs than there was on grass in the National Football League.

According to Bouchette, the Steelers are reviewing current research from the NFL on where, when and why injuries occur in the league to help them make their decision.

Let's see what they come up with because the statistics might very well support a decision that's already been made.

As a high school coach of mine used to say when talking about data and how it is used,

"Statistics never lie, but they can be deceiving."

Here's the entire Bouchette column:
http://www.post-gazette.com/pg/08020/850710-66.stm

Shout It Out Loud--You're Fired!

2008-01-18T16:45:00.000-05:00

Donald Trump's latest tv effort, Celebrity Apprentice, features 'sort of' and real celebrities competing against each other to become Trump's next apprentice. Along the way, the celebrities' favorite charities receive donations based on how they perform in various business challenges.

I have to admit I enjoyed the first couple seasons of The Apprentice. But, I lost interest the past few seasons because it seemed the show fell prey to Reality Show Groundhog Day Syndrome:

Season one is genuine
Season two ends up as good and sometimes even better because not everyone has figured out how to 'game the game'
Season three slips quite a bit but we still think it is o.k. because we're pulling for it
Season Four and beyond ratings slip or the show's cancelled because of redundant content (Groundhog Day Syndrome).

Celebrity Apprentice is a new twist that brought back my interest.

One thing that always bothered me about The Apprentice remains. The show perpetuates the myth that anyone, regardless of skill, experience or effort, can come up with successful marketing and PR ideas. Each season, the show includes 'competitions' often revolving around developing a marketing idea or PR tactic. The teams have the chance to work with a big time marketing firm or ad agency and Presto! The end product is pretty good.

Forget that the agency spent tons of time and money to get to that point...Americans probably think: Wow, making commercials and stuff like that is easy and seems fun!

Right...

But I digress...

During the first few episodes, Gene Simmons of KISS fame was the 'rising star' of the show. He came up with some good ideas and served as the key project manager for one of the winning team events.

The initial two contests were the Men vs. the Women and the men won them both. Donald decided Gene should be traded to the Women's team and serve as project manager again. The challenge was to develop a creative marketing campaign for Kodak's new printer. Gene immediately made the decision to only send two team members, instead of the entire team, to the client meeting for the project. The client was offended and the two celebrities he sent did not listen well to clearly define the client's goals for the campaign.

Despite all this, Gene came up with a creative tagline for the campaign:

It's a Kodak World. Welcome!

The execution of the idea was also well done and it appeared Gene might have dodged a bullet.

However, despite acknowledging Gene's team had a solid creative idea and better overall execution of the campaign, the client felt the overall message was off the mark (not focusing on the ink--the key product attribute) because Gene's two team members didn't listen well at the meeting.

Gene's team lost...but it still seemed he would survive the board room firing. Instead, Gene stubbornly argued the client was wrong and his two team members should not be fired. Donald was stunned and left with no choice. Gene was fired.

The show provided a number of key takeaways from a marketing, PR and leadership standpoint:

Don't underestimate the importance of listening. It doesn't matter how cool or creative the marketing effort is if it doesn't reach the target audience or achieve the client's goals.

Gene and Donald both showed leadership. Gene stood by his team and had the courage of his convictions. While he could have done so without commiting business/reality show suicide, he at least showed courage...something most bosses don't do. Donald knew Gene was one of the best members of the team but he also knew he had to fire him for using poor judgment with respect to his staff. Yes, you should support your staff but you need to know when your team members have failed to meet client expectations.

Staying 'under the radar' might work for awhile, but eventually you'll have to take a stand. Jennie Finch (Softball Gold Medalist) will be gone soon if she doesn't step up and Nadia Comenici (Gymanast Gold Medalist) and Tiffany Fallon (Playboy Playmate of the Year) were both already fired for lack of production/staying under the radar.

Maybe it does take some skill to do this marketing and PR stuff...

Omarosa is far and away the least talented person ever to be known by only one name...Carrot Top counts as two names, right?

Unfortunately for Gene Simmons, the show reinforced the KISS (Keep It Simple, Stupid) theory of messaging: Listen to the client, clearly define the target audience, reach them with a simple and creative message...and try not to argue too much with your boss and the client...

So long Gene...Celebrity Apprentice will miss you...