Atomic Penny

Meetings, committees, workgroups, corporate escapes–You have probably participated in one or more of these. Have you noticed more than likely that at the end of the meeting all of the participants are "on the same page"? How did everyone get on the same page? Was it by edict, collaboration, hashing and rehashing or was the goal completed by the beating down of the opposition? If you are all on the same page, who is looking at turning the page to create what happens next?

Think about being on the same page. Is it what you as a business owner real hope to achieve? Do you stay the course because that is what the handbook says?

I recommend listening, learning and turning the page. Don't forget your foundation, and don't forget that your success is based on turning the page, not reading the same thing over and over again.

POWER ON–Mark

Tour de France follower or not you should recognize the effort made to support those fighting cancer. The video says it all. #team28

POWER ON–Mark

On long plane flights you have the opportunity to do many things; watch TV or movies, eat airline food, read, sleep and even meet someone new. On a recent trans-continental flight I watched some TV because sleep was out of the question. Me, airline seats and sleep does not make for a good combination. 

I watched two unrelated shows on two different and unrelated networks and saw some very similar product placement. On Anthony Bourdain: No Reservations, and Psych there was some very blatant  product placement. Not the cars they ride in, the drinks with the label facing the camera or even the clothing. What was shown was the Chase Credit Card. 

I watch these show regularly and am disappointed by the pitches inserted in each episode. I am sure that both shows are paid handsomely for this promotion, but at what cost of turning off viewers? 

And if it is on these shows, what other TV shows are also in on this? I am all for marketing and product placement, but if it is so 'in your face' that it makes you rethink your entertainment selections, then it should be rethought.

And, next time I will find a way to sleep.

Did the Chase credit card placement work? I'm talking about it. Hmmm…..

POWER ON–Mark

Before you read this I want you to know I am a fan of Apple products, I have a Mac, 3 iPods, an iPhone (3G, not the 4), and I had an iPad for a while, hoping it would meet my needs. It did not, so I returned it. But I love the products, the design, and the ease of use, so I will continue to buy Apple products as I need them. With that said, did you see or read about the announcement by Steve Jobs regarding the iPhone 4 antenna issues? I saw and read them and was disappointed. You can watch it for yourself here: Steve Jobs on CNN Reports

On one of my very first posts, I briefly mentioned that marketing is the heart of your business, and I believe that even more now.  In looking at the presentation by Steve Jobs, I felt Apple forgot its heart. Why? There really wasn't an apology, there was an explanation. And worse, there was a comparison! Apple has never had to compare. Instead of saying "we want all our customers to be happy",  Apple should apologize, say they failed to meet their own high expectations, provide a fix and move on. Giving a free case was a needed gesture, but did not fix the bigger issue of the proud culture that has been established by Apple.

The comparison to the loss of signal while holding the phone a certain way was below the high standards of Apple. Apple needs to remember that they can and should turn a weakness into a strength. Go for the jugular. Don't compare your weakness, make it better. Show why I should buy, and why you are better, or the best. Regain your arrogance, and move on. Take your lumps, fix it, then power ahead. 

If you have a similar issue in your business, learn from Apple. Make your weakness a strength, move ahead, and rise to a higher level.

What power can you gain from a weakness?

POWER ON–Mark

Last post I discussed building the recipe for starting a marketing idea. This week, let's talk about the atmosphere. Where do you choose to eat when you are in a new town or want to try a new place? Is it based on proximity, food choices, service or recommendation? Or is it something else? 

When I want to try something new I do it a couple of ways. I decide what kind of food I do or don't want to eat. Usually I eliminate what I don't want to eat, then decide what sounds good. Then I will check Yelp, see what is new, then take a chance.

The first experience is based on the above; my return is based on atmosphere.  Atmosphere in a restaurant  is a lot like marketing. You create an environment that enhances an experience, want the customers to buy-in, and most importantly creating the desire to return and voluntarily spend money.

When creating the atmosphere of your marketing program, think of what you enjoy. What are you willing to pay extra for, and what do you expect as part of your interaction?  Do you anticipate smoke or aroma in a BBQ restaurant? Are you looking forward to being given chopsticks or do you have to ask for them at an Asian eatery? 

Does your marketing program create the right atmosphere? Or is it based on the narrow vision of  a few people unwilling to look beyond the end of the nose. Or worse, is it so broad-based that it misses everyone? 

It is hard to choose the right marketing recipe, but it is sometimes harder to walk away from a mistake. Using the steps of The Confetti Project, start with the countdown to determine where to start. Most importantly, consider all options, make a choice and initiate liftoff.

POWER ON–Mark

Bryan Waldon Pope, Founder of Marketing Success Institute, recently wrote about competing with Disney and how he observed the Disney Experience. Disney itself has a book and seminars that cover how it is done at Disney. It is a plan that plays to perfection almost every day in each Disney theme park around the world. Next time you visit, really look a little deeper and see how your interaction and experience is enhanced by the plan the Disney Corporation has put in place.

What led me to discuss Disney is a conversation with a client. When I asked what company he wanted to emulate, his immediate response was “Disneyland”. Not the rides or the food, but the experience. As I am working with him to create that experience I wanted to share a few of my observations.

• You cannot wish to create an experience without a plan. The plan starts before you answer the phone, greet the first customer or sell your first paper. The plan needs to address everything that affects the customer experience; seen, heard, smelled, felt or even tasted.
• Your plan needs to address all of the above and do so in a way that exceeds expectations and creates a better experience than expected.
• In creating an experience, look to the customers for validation – not in a survey, but in their smiles, posture and actions. If you see an issue, address it immediately.
• Give the customers more than they expect. Fireworks are always a good fallback. If you are inside, what fireworks can you create?

One thing that is lost in the creation of the experience is the price. Don’t price to beat the competition, price to make the customer feel they got more than what they paid for when the experience is complete.

In looking around your business, what can be improved immediately to enhance your customers’ experience?

POWER ON–Mark

Recently I contacted a businessman that I had done business with, commented on his blogs, tweeted his success and shared his writings with others. Because I knew he was busy, I used his personal email address, and did not want to interrupt him with a phone call. The response I received was not from the business owner, but from some unknown assistant. It read in part, “thanks for writing Bob (not his real name). If you wish to leave a message please go to his website and post a message.”

WOW!

Now I know what my support is worth. It must be that I didn’t attend all the seminars, workshops and consulting he tried to sell me. He will never understand my frustration, but I probably won’t go out of my way to use his services, which are quite good. I just wanted to support him when he started out, and hoped that I could learn something which I did.

By the way, I have emailed or twittered Seth Godin, Pamela Slim and Tony Hseih and received a personal response. I was no only surprised, but more importantly I was impressed. I am not a captain of industry, I am not a major player, and I am definitely not someone who can bolster his or her career. But to each of them I am important enough to respond to, and they have a fan for life.

If you put this in the context of your business, have you ignored your older customers because they didn’t buy everything that was offered? Do you consider the person with the biggest car or highest credit limit more important than the customer paying with cash?

Who stood by you when you started up and when times turned tough? What have you done for them lately?

POWER ON–Mark

Tony Hseih, CEO of Zappos had his book, Delivering Happiness: A Path to Profits, Passion and Purpose recently released. Here is what I learned:

I just finished this book for the second time and am wondering who this guy thinks he is? Happiness at work? Building a brand through culture, interaction, transparency and creating loyalty as well as personal relationships? Taking care of customers in a way that WOWS them and creates a reason to return?

This has got to be STOPPED! We cannot tolerate this type of behavior! Allow our employees to think and voice opinions? Making decisions and taking calculated risks? What’s next, provide a nap room and an onsite counselor?
Doesn’t he realize that we as corporate leaders know more than the cumulative brainpower of the collective?

Please help me spread the word, this has to stop, and stop now. Before you know it, the underlings will all be looking for more than a paycheck; satisfaction and a great work environment are not to be allowed. Thinking will result, and sooner or later tattoos of the corporate logo on the ass will disappear.

Join me in putting an end to this kind of thinking. If not now, when? If not you, who?

The lizard king must rise again!

(sarcasm intended)- sometimes translation is necessary.

POWER ON–Mark

John Jantsch has a new book, The Referral Engine, all about building referrals without begging. What is begging? Asking your customers for the names of their friends and family who may be interested in your product or services. The customer came in to buy your product or service, not to give you more prospective customers. At a retail store I was asked for my phone number and email address after paying for my product. I probably will get a survey or call on my “satisfaction” with my purchase. I really just wanted to buy the soap that my wife wanted, not to give a life history. I believe you do your customer a disservice by asking for more and more. At some point it becomes a dissatisfier.

If the customer is happy, they will tell others, if they are not, they won’t. It’s that simple.  Make your customers happy, and give them a reason to refer you.  Your measure will be when you ask your customer where they heard about you in a passing manner.

Your customer is not a checklist, she is a person who made the choice to interact with you. Don’t blow the opportunity by asking more than you need to know.  Begging will get you nowhere, but genuine thinking will get you everywhere.

POWER ON–Mark

It worked before, it will work again. Have you ever told yourself that? It’s like trying a suicide squeeze in baseball three times in a game. If it worked for you, it has probably been noticed by the competition and they are doing something similar. If you continue to do the same thing, you move into the crowded field of marketing that you created. The same thing again and again may create a reminder for current customers, but will it attract new customers?

You can do the same thing over and over, but will it pay off? Why not reset the parameters and redefine what you are doing? Same message delivered in a different way. WOW the buying public!

Make your message memorable and fresh. You can do it if you are willing. Again and again will work to maintain.

But don’t you want to grow?

POWER ON–Mark