Atomic Penny

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

Salt is a common element composed of sodium and chloride, each of which have various other uses, but together they form the simple compound of salt. Why is this important? It is an example of how two elements when combined can create a wonderful outcome. This is also true when you create a marketing program. Take your knowledge and an associate’s creativity, both of you combined can create a powerful program.

Think of it as an exercise in expansion. See how much each of you can contribute to the success of a project. You cannot let the fear of the outcome block your way. Be prepared to inspire, listen and GO! Be the salt of your marketing and business success. It just starts with a sprinkle.

The hardest part is usually starting. Here is a suggestion.

1. Get  a piece of unlined paper, a crayon and an empty space
2. Either write or draw the basics of your idea (no style points are given, and no experience necessary – I suggest drawing)
3. Have someone else look at what you have done and have them add to your writing or drawing with their own crayon
4. Go back and forth until both of you have the basics of the path you are going to pursue
5. Hang the picture where it is visible to all involved (no explanations necessary)

Now you have the salt of your project. And a recipe to follow as you move forward.

• As for recipes, I learned one the other day for steak that was unbelievable. Take your steak, grind twice as much salt and pepper on both sides as you usually would. Cook it over a grill with hardwood as the heat source. Remove when cooked to preference, enjoy!

What recipe for your success can you start today?

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

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

You have many choices when marketing to customers. Imagine the scenario where you have $3 left in your marketing budget. You want to reach as many prospects as possible and want to grow your business. Sounds absurd, right or wrong. As a marketer or business owner you have that decision to make every time you begin a new marketing concept.

What can that $3 buy you? Printing, postcards, a couple of banner ads? How about some goodwill and respect? Instead of marketing to the masses, market to the ONE. Who is the ONE? It is the one person who can influence others to interact with your business.

Your $3 can buy a cup of coffee or a piece of pie. Make the interaction special, memorable and personal. A cup of coffee by itself is just a cup, but the conversation and interaction will make or break the deal. Discuss what is important to the ONE. Family, sports, cars, world peace. It is your money but her time. The whole idea is to gain the trust of the ONE. If you do, the ONE can be your gateway to your future. Not only in customers, but in VC, media, alliances.

$3 and an hour of your time. It’s worth the investment.

POWER ON–Mark

I am always quite stunned when I see the sweepers prevail. What is a sweeper? A sweeper is a person or company that so tightly controls the message they are trying to send, that it does not expand beyond a specific intended audience. A sweeper is afraid that the message will be misconstrued or reach the wrong audience. Imagine if Gatorade was never used outside of the University of Florida. Where would we be in the sports drink category? There is a high probability that some other company would be the nation’s most recognized sports drink. Imagine if Red Bull was not mixed with vodka – another opportunity lost.

When you become a sweeper, you lose the opportunity to expand. You lose the ability to respond, the ability to react and the ability to grow.

What do you have in your Confetti Project that is waiting to be spread? Put your broom away, throw away the dustpan, and forget about sweeping, you will be pleased with the results.

POWER ON–Mark