Maybe its me.
I have been immersed for two days in email marketing, blog marketing, twitter and facebook marketing. Been up to my eyeballs in SEO, auto responders, linkages, and cross optimization. It's all great stuff. It's all good information and learning how to do it is absolutely essential for all of us. Or if we choose not to do it, to know what we want so we can hire someone to do it for us. No doubt it is a TACTIC that has become omnipresent.
Tactics are what we all love. We spend oodles of time on checking copy, art work, types of paper, music, scripts, web design, email templates, etc. etc. etc. And we love very minute of it because we can touch it and see it and hear it. Sometimes we even feel it and taste it.
It's the other stuff, before we get to the tactics, that we may be ignoring; its a 2 step process;
1. Approach: are you domineering or bossy or even authoritative. Or are you subservient, non confrontational? Do you get a lot of input from books? Do you test your gut and set up cells for that purpose? Are you ever wrong or do you ever admit it? Is your approach or rather your style a fundamental building block to the business you are in or contemplating? Choose a bad style and all the great tactics in the world go away.
Ever have someone say, "Man, this is a great business if it wasn't for the stupid customers." Now there's someone who will be on life support pretty damn soon!
2. Attitude: some people think this is the most important aspect of the plan because it indicates why you started the business, what you want from it, what kind of people you will hire and how you treat them both as employees and as people. it asks the fundamental question, "why are you doing this at all...besides the money?"
If we dance around these two building blocks and never reach a viable strategy, all the slick tricks, meta tags, embedded codes, auto responders, e-mails, templates and copy points, (with benefits and guarantees), will be merely window dressing if the direction we plotted is just plain wrong.
Translation: Mess up your attitude and approach and even the best tactics will fail, and fail badly.
When was the last time you had a strategy check up?
Tuesday, October 20, 2009
Saturday, October 17, 2009
E Mail From Hell
With the proliferation of email, I find, and I am sure that you do as well, that our email mailboxes are stuffed every morning. In fact, even our spam boxes are filled with hundreds of unwanted emails that have to be cleared out. A bit of a pain, but we put up with it. Billions of emails are now floating out there in cyberspace, ready to hit your PC every micro-second.
So what's a government to do with all the complaints of "unwanted" or "spam" email. Easy, just a question of time before the government does what governments always do; they will tax email distribution or charge a fee for it. Think how that will help to DECREASE the deficit. Not! I guess there will soon be a US Department of Special Emailing Taxation that will be funded by the tax. The tax won't do anything, but it will make the lawyers happy because they will have another issue to litigate. No doubt, it will impact the big guys that send out 100,000 or more emails a day, but it will impact us too. Just a question of time, my friends, just a question of time.
But, and here is what mass email proliferation means for us; the honest email marketer, just trying to personally and economically communicate with people who gave us permission. It jades our customers. It makes them suspicious. It makes our business, the email provider, equally suspicious. Consumers will ask, "is it real or is it spam"? Consumers really don't remember who they gave permission to any more and as a result "open rates" on emails are less than 10%. LESS THAN 10%. (Some reports show email open rates at less than 5%) If you think this number is exaggerated, think about all the emails you deleter every day!
So, if you are counting on your email as a substitute for more traditional forms of advertising, you may be miscounting.
The fact is, a consistently layered approach that adds social networking, direct mail, postcards, letters, as well as radio and or cable TV (by the way because of the recession, media rates have gotten less expensive)to your marketing program is really the only way to go if you want the kinds of results you deserve!
If you want some creative solutions to these issues, give me a jingle at 212 867 2577 or my cell @ 516 359 4874 or comment or email me.
I won't hit the delete key.
So what's a government to do with all the complaints of "unwanted" or "spam" email. Easy, just a question of time before the government does what governments always do; they will tax email distribution or charge a fee for it. Think how that will help to DECREASE the deficit. Not! I guess there will soon be a US Department of Special Emailing Taxation that will be funded by the tax. The tax won't do anything, but it will make the lawyers happy because they will have another issue to litigate. No doubt, it will impact the big guys that send out 100,000 or more emails a day, but it will impact us too. Just a question of time, my friends, just a question of time.
But, and here is what mass email proliferation means for us; the honest email marketer, just trying to personally and economically communicate with people who gave us permission. It jades our customers. It makes them suspicious. It makes our business, the email provider, equally suspicious. Consumers will ask, "is it real or is it spam"? Consumers really don't remember who they gave permission to any more and as a result "open rates" on emails are less than 10%. LESS THAN 10%. (Some reports show email open rates at less than 5%) If you think this number is exaggerated, think about all the emails you deleter every day!
So, if you are counting on your email as a substitute for more traditional forms of advertising, you may be miscounting.
The fact is, a consistently layered approach that adds social networking, direct mail, postcards, letters, as well as radio and or cable TV (by the way because of the recession, media rates have gotten less expensive)to your marketing program is really the only way to go if you want the kinds of results you deserve!
If you want some creative solutions to these issues, give me a jingle at 212 867 2577 or my cell @ 516 359 4874 or comment or email me.
I won't hit the delete key.
Sunday, October 11, 2009
The Leader of The Pack
For those of you who have ever seen "The Dog Whisperer" with Cesar Milan, or for those who have not seen it, you might be interested to know that Cesar Milan has built a multimillion dollar business based on his skill with pets and their owners.
Now, in its 6th season, "The Dog Whisperer", on the National Geographic Network, premiered in 2004 and has grown into an hour long show with over 11 million weekly viewers. Some of his clients have been famous pet owners such as Will and Jada Pinkett Smith, Michael Eisner and Oprah Winfrey. For these "rock star" people, he typically charges $10,000 to $100,000 for his time.
His philosophy of dog training is simple; train the HUMAN to become the pack leader in their own homes. Since dogs are by nature creatures of the pack, the human must be the pack leader so the dog will follow his instructions. He bases his training on three pillars; exercise, discipline and affection.
One of Cesar Milan's favorite authors, Dr. Wayne Dwyer has taught Mr. Milan the power of intention. According to Mr Milan, "the power of intention teaches that anything that is realistic, if I can create it in my own mind, it can become a reality". He further states that by combining this power of intention with balance, "our most important tool; calm assertive energy", any one can become a pack leader.
Perhaps that's what it takes to lead our pack of employees. If we exercise our employees' minds by challenging them to solve little problems at first and then bigger problems later, we can train them into shape. Then by creating a disciplined environment where name badges, uniforms, precise telephone answering techniques; and a customer centered approach to customer service is always present, we can bring structure to an environment that is inherently chaotic. Discipline will also come into play if we consistently "inspect what we expect" and teach accountability to our employees...and maybe to ourselves as well. And finally, if we as owners become that pack leader, we can do it with affection, with a sense of humor and with a feeling that we are moving our organization to a new level of performance.
Woof.
Now, in its 6th season, "The Dog Whisperer", on the National Geographic Network, premiered in 2004 and has grown into an hour long show with over 11 million weekly viewers. Some of his clients have been famous pet owners such as Will and Jada Pinkett Smith, Michael Eisner and Oprah Winfrey. For these "rock star" people, he typically charges $10,000 to $100,000 for his time.
His philosophy of dog training is simple; train the HUMAN to become the pack leader in their own homes. Since dogs are by nature creatures of the pack, the human must be the pack leader so the dog will follow his instructions. He bases his training on three pillars; exercise, discipline and affection.
One of Cesar Milan's favorite authors, Dr. Wayne Dwyer has taught Mr. Milan the power of intention. According to Mr Milan, "the power of intention teaches that anything that is realistic, if I can create it in my own mind, it can become a reality". He further states that by combining this power of intention with balance, "our most important tool; calm assertive energy", any one can become a pack leader.
Perhaps that's what it takes to lead our pack of employees. If we exercise our employees' minds by challenging them to solve little problems at first and then bigger problems later, we can train them into shape. Then by creating a disciplined environment where name badges, uniforms, precise telephone answering techniques; and a customer centered approach to customer service is always present, we can bring structure to an environment that is inherently chaotic. Discipline will also come into play if we consistently "inspect what we expect" and teach accountability to our employees...and maybe to ourselves as well. And finally, if we as owners become that pack leader, we can do it with affection, with a sense of humor and with a feeling that we are moving our organization to a new level of performance.
Woof.
Wednesday, October 7, 2009
Pricing For Profit
A recent article in The Daily Beast, an on line news source says,"the recession has consumers paying with debit cards instead of credit cards. This spring, Visa announced that spending on debit cards increased 4.1% while spending on credit cards sank 14.8%. And the Federal Reserve announced that revolving credit, primarily credit cards, plummeted $6.1 billion or 8% annually in July".
With more people using debit cards, it tips us off that people are no longer wiling to carry big balances on their cards, but would rather adopt "pay as you go" spending.
It could also be a reaction to high credit card fees that banks have been charging and now, once stung, consumers have moved to using debit cards with lower or no fees.
Is this an opportunity for all of us in the "discretionary income" business? I think so...but with caution. We have seen how consumers can sacrifice and save (savings rates are moving toward 6% - the highest in decades) and also curtail their discretionary spending. After all, its easy to decrease your spending when you don't have any money or credit to spend!
However; as bad as spending is today, the US Consumer will still spend as much as he did in 2005 and that was a good year!
But the debit card phenomenon lets customers pay with their plastic cash and therefore they receive no MONTHLY bill at the end of the billing cycle. if there is no pain at the end of the month and no bill to stop them next month, maybe slightly higher prices won't stop them either. After all haven't your costs increased?
As we move into the colder months, check your pricing. That Pizza Pins N Pop program that you have had at $49.95 forever - maybe by raising it to $54.95 with 4 weeks of $5 bounce backs, delivered via email and press releases to MOMS groups in the area, can generate increased cash flow. That $2.50 shoe rental? Can you get to $2.75? Or better yet; build it into your open play pricing and proclaim "NEVER PAY FOR SHOE RENTALS AGAIN."
How about the cosmic nights for $13.95 per person or $25.00 per hour? Can you move that to $14.95 and $27.50 an hour; introduced with a series of bounce backs to keep your regular customers coming back and as an offer for new customers.
The secret is and this is one of our FredQuarters Marketing rules: When you raise prices, create an offer that is so enticing that the increased price is tangential and just becomes absorbed into your "new normal".
Maybe they will even put it on their debit card.
With more people using debit cards, it tips us off that people are no longer wiling to carry big balances on their cards, but would rather adopt "pay as you go" spending.
It could also be a reaction to high credit card fees that banks have been charging and now, once stung, consumers have moved to using debit cards with lower or no fees.
Is this an opportunity for all of us in the "discretionary income" business? I think so...but with caution. We have seen how consumers can sacrifice and save (savings rates are moving toward 6% - the highest in decades) and also curtail their discretionary spending. After all, its easy to decrease your spending when you don't have any money or credit to spend!
However; as bad as spending is today, the US Consumer will still spend as much as he did in 2005 and that was a good year!
But the debit card phenomenon lets customers pay with their plastic cash and therefore they receive no MONTHLY bill at the end of the billing cycle. if there is no pain at the end of the month and no bill to stop them next month, maybe slightly higher prices won't stop them either. After all haven't your costs increased?
As we move into the colder months, check your pricing. That Pizza Pins N Pop program that you have had at $49.95 forever - maybe by raising it to $54.95 with 4 weeks of $5 bounce backs, delivered via email and press releases to MOMS groups in the area, can generate increased cash flow. That $2.50 shoe rental? Can you get to $2.75? Or better yet; build it into your open play pricing and proclaim "NEVER PAY FOR SHOE RENTALS AGAIN."
How about the cosmic nights for $13.95 per person or $25.00 per hour? Can you move that to $14.95 and $27.50 an hour; introduced with a series of bounce backs to keep your regular customers coming back and as an offer for new customers.
The secret is and this is one of our FredQuarters Marketing rules: When you raise prices, create an offer that is so enticing that the increased price is tangential and just becomes absorbed into your "new normal".
Maybe they will even put it on their debit card.
Sunday, October 4, 2009
The Rude Customer...Handled
One of my followers sent me this and I wanted to pass it on to you. While I cannot verify the accuracy of this story, it should make those of us, who work with the customer every day, smile because even though the customer is not always right, he is still the customer.
For all Employees Who Work with Rude Customers - An award should go to the Westjet gate attendant in Kelowna , British Columbia some 12 months ago for being smart and funny, while making her point, when confronted with a passenger who probably deserved to fly as cargo.
A crowded flight was canceled after Westjet's 767s had been withdrawn from service. A single attendant was re-booking a long line of inconvenienced travelers. Suddenly an angry passenger pushed his way to the desk. He slapped his ticket down on the counter and said, "I HAVE to be on this flight and it HAS to be FIRST CLASS".
The attendant replied, "I'm sorry, sir. I'll be happy to try to help you, but I've got to help these people first, and I'm sure we'll be able to work something out." The passenger was unimpressed. He asked loudly, so that the passengers behind him could hear, "DO YOU HAVE ANY IDEA WHO I AM?"
Without hesitating, the attendant smiled and grabbed her public address microphone: "May I have your attention please; may I have your attention please, " she began - her voice heard clearly throughout the terminal. "We have a passenger here at Gate 14 WHO DOES NOT KNOW WHO HE IS. If anyone can help him find his identity, please come to Gate 14."
With the folks behind him in line laughing hysterically, the man glared at the attendant, gritted his teeth and said, "F...You!" Without flinching, she smiled and said, (I love this bit) "I'm sorry, sir, but you'll have to get in line for that too."
For all Employees Who Work with Rude Customers - An award should go to the Westjet gate attendant in Kelowna , British Columbia some 12 months ago for being smart and funny, while making her point, when confronted with a passenger who probably deserved to fly as cargo.
A crowded flight was canceled after Westjet's 767s had been withdrawn from service. A single attendant was re-booking a long line of inconvenienced travelers. Suddenly an angry passenger pushed his way to the desk. He slapped his ticket down on the counter and said, "I HAVE to be on this flight and it HAS to be FIRST CLASS".
The attendant replied, "I'm sorry, sir. I'll be happy to try to help you, but I've got to help these people first, and I'm sure we'll be able to work something out." The passenger was unimpressed. He asked loudly, so that the passengers behind him could hear, "DO YOU HAVE ANY IDEA WHO I AM?"
Without hesitating, the attendant smiled and grabbed her public address microphone: "May I have your attention please; may I have your attention please, " she began - her voice heard clearly throughout the terminal. "We have a passenger here at Gate 14 WHO DOES NOT KNOW WHO HE IS. If anyone can help him find his identity, please come to Gate 14."
With the folks behind him in line laughing hysterically, the man glared at the attendant, gritted his teeth and said, "F...You!" Without flinching, she smiled and said, (I love this bit) "I'm sorry, sir, but you'll have to get in line for that too."
Wednesday, September 30, 2009
The Hotel Lobby
it used to be, before there were social networks, that chatting and having a conversation with colleagues or friends occurred in a hotel lobby, usually over drinks and usually before or after dinner. It was a pleasant time when people let their hair down and discussed both business and personal issues. It was a time when opinions were given, facts offered and disputed, beliefs expressed and non verbal communications displayed.
Today the "informal communication" is a social network phenomenon. Twitter, Facebook, My Space, old fashioned email and even this blog are the "new media"; the new way we communicate.
While this new media is both powerful and pervasive, it lacks the so called non verbal communication cues we, as humans, find so helpful in understanding the message.
So here's the tip: when using this new media, make sure that your communication tells a story; that it become a conversation that speaks to one person, like "talking in a hotel lobby" to a friend or business acquaintance.
For those of you that have a facebook page or a twitter account or even a regular old email, before you put your flier up on your page, try to tell a story about your center, your offer, and your benefits.
Make it personal. Because communication is always personal and is always created by the receiver.
Then maybe, just maybe I will read it.
Today the "informal communication" is a social network phenomenon. Twitter, Facebook, My Space, old fashioned email and even this blog are the "new media"; the new way we communicate.
While this new media is both powerful and pervasive, it lacks the so called non verbal communication cues we, as humans, find so helpful in understanding the message.
So here's the tip: when using this new media, make sure that your communication tells a story; that it become a conversation that speaks to one person, like "talking in a hotel lobby" to a friend or business acquaintance.
For those of you that have a facebook page or a twitter account or even a regular old email, before you put your flier up on your page, try to tell a story about your center, your offer, and your benefits.
Make it personal. Because communication is always personal and is always created by the receiver.
Then maybe, just maybe I will read it.
Value Inspired
We have been packaging open play products now for quite some time. Whether it be pizza and bowling, burgers and bowling or chicken wings and bowling (anybody for wing it n' fling it?), our customers have found great value in the bowling and food experience we present to them.
To hitchhike on these ideas, we created simple league programs like Party Animals where every team gets a pizza and a pitcher of beer during league play. Pricing is done to create a great value with the idea that one beer leads to two and that one "smallish" pizza leads to more food over a two and one half hour experience. More often than not, this is exactly what happens.
However, with league play still in a bit of a free fall, creating league programs that are more value inspired will become the norm.
For example, offering league bowlers a 3 game experience and their first drink for $x is a value experience and one where many young adults 21 to 34 would find attractive. The drinks we include are well drinks and domestic bottles or drafts. You are NOT giving the drink away; it is not FREE; you can ring up the drink at retail price and the remainder is rung up as lineage. Maybe this is an October start for you on second shift or a first shift fill. Run with it if you like.
What would you name this program? How would you market it?
To hitchhike on these ideas, we created simple league programs like Party Animals where every team gets a pizza and a pitcher of beer during league play. Pricing is done to create a great value with the idea that one beer leads to two and that one "smallish" pizza leads to more food over a two and one half hour experience. More often than not, this is exactly what happens.
However, with league play still in a bit of a free fall, creating league programs that are more value inspired will become the norm.
For example, offering league bowlers a 3 game experience and their first drink for $x is a value experience and one where many young adults 21 to 34 would find attractive. The drinks we include are well drinks and domestic bottles or drafts. You are NOT giving the drink away; it is not FREE; you can ring up the drink at retail price and the remainder is rung up as lineage. Maybe this is an October start for you on second shift or a first shift fill. Run with it if you like.
What would you name this program? How would you market it?
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