P is for People

Anyone in marketing can recite the four P's which are product, price, placement, and promotion. But how do the four P's apply to company culture and leadership? 

Practice 

Have you ever been to a sporting event or seen a live play or concert? Have you watched a great movie? Do you have any experience meeting someone else who is successful in business? Do you find motivation from people who show talent and prowess in a particular discipline? In each case, someone spent years honing their skills to make it appear effortless. Yet we are quick to criticize from the comfort of our 20oz beer mug in the 300 level. Now think about your skill set and what you can bring to any situation. Did you learn and execute all you know immediately? 

Patience 

If you enjoy writing, reading a good book may give you more determination to work on your own novel. You may know someone who went back to school and emerged with a whole new career path. Seeing others succeed may give you reason to study their process to improve your business. 

Persistence 

It requires working nights and weekends, writing ideas on scraps of paper you later find in the laundry, networking well, reading incessantly while life blends with work. No successful person in history has gotten it right the first time. And no one does it alone.

Play 

There are many ways to be successful. What's important is to be organized and have a strategic plan. It is equally essential not to settle for good enough - that's what the other guys do. It's critical not to rest on the past or think we have all the answers, that's where danger resides. And it's okay to get a little messy once in a while, take some chances. 

Let's add a fifth – Purpose. __________________________________________________________________

Count the P's

Anyone in marketing can recite the four P's which are product, price, placement, and promotion. But how do the four P's apply to company culture and leadership? 

Practice 

Have you ever been to a sporting event or seen a live play or concert? Have you watched a great movie? Do you have any experience meeting someone else who is successful in business? Do you find motivation from people who show talent and prowess in a particular discipline? In each case, someone spent years honing their skills to make it appear effortless. Yet we are quick to criticize from the comfort of our 20oz beer mug in the 300 level. Now think about your skill set and what you can bring to any situation. Did you learn and execute all you know immediately? 

Patience 

If you enjoy writing, reading a good book may give you more determination to work on your own novel. You may know someone who went back to school and emerged with a whole new career path. Seeing others succeed may give you reason to study their process to improve your business. 

Persistence 

It requires working nights and weekends, writing ideas on scraps of paper you later find in the laundry, networking well, reading incessantly while life blends with work. No successful person in history has gotten it right the first time. And no one does it alone.

Play 

There are many ways to be successful. What's important is to be organized and have a strategic plan. It is equally essential not to settle for good enough - that's what the other guys do. It's critical not to rest on the past or think we have all the answers, that's where danger resides. And it's okay to get a little messy once in a while, take some chances. 

Let's add a fifth – Purpose. __________________________________________________________________

The Five P's

Anyone in marketing can recite the four P's which are product, price, placement, and promotion. But how do the four P's apply to company culture and leadership? 

Practice 

Have you ever been to a sporting event or seen a live play or concert? Have you watched a great movie? Do you have any experience meeting someone else who is successful in business? Do you find motivation from people who show talent and prowess in a particular discipline? In each case, someone spent years honing their skills to make it appear effortless. Yet we are quick to criticize from the comfort of our 20oz beer mug in the 300 level. Now think about your skill set and what you can bring to any situation. Did you learn and execute all you know immediately? 

Patience 

If you enjoy writing, reading a good book may give you more determination to work on your own novel. You may know someone who went back to school and emerged with a whole new career path. Seeing others succeed may give you reason to study their process to improve your business. 

Persistence 

It requires working nights and weekends, writing ideas on scraps of paper you later find in the laundry, networking well, reading incessantly while life blends with work. No successful person in history has gotten it right the first time. And no one does it alone.

Play 

There are many ways to be successful. What's important is to be organized and have a strategic plan. It is equally essential not to settle for good enough - that's what the other guys do. It's critical not to rest on the past or think we have all the answers, that's where danger resides. And it's okay to get a little messy once in a while, take some chances. 

Let's add a fifth – Purpose. __________________________________________________________________

Four P's

Anyone in marketing can recite the four P's which are product, price, placement and promotion. But how do the four P's apply to company culture and leadership?

Practice

Have you ever been to a sporting event or seen a live play or concert? Have you watched a great movie? Do you have any experience meeting someone else who is successful in business? Do you find motivation from people who show talent and prowess in a particular discipline? In each case, someone spent years honing their skills to make it appear effortless. Yet we are quick to criticize from the comfort of our 20oz beer mug in the 300 level. Now think about your skill set and what you can bring to any situation. Did you learn and execute all you know immediately?

Patience

If you enjoy writing, reading a good book may give you more determination to work on your own novel. You may know someone who went back to school and emerged with a whole new career path. Seeing others succeed may give you reason to study their process to improve your business.

Persistence

It requires working nights and weekends, writing ideas on scraps of paper you later find in the laundry, networking well, reading incessantly while life blends with work. No successful person in history has gotten it right the first time. And no one does it alone.

Play

There are many ways to be successful. What's important is to be organized and have a strategic plan. It is equally essential not to settle for good enough - that's what the other guys do. It's critical not to rest on the past or think we have all the answers, that's where danger resides. And it's okay to get a little messy once in a while, take some chances.

Let's add a fifth – Purpose.
__________________________________________________________________

Watching Your P's

Anyone in marketing can recite the four P's which are; product, price, placement and promotion. Here are four P's you may want to apply to your business.

Practice – Have you ever been to a sporting event or seen a live play or concert? Have you watched a great movie? Do you have any experience meeting someone else who is successful in business? Do you find motivation from people who show talent and prowess in a particular discipline? In each case, someone spent years honing their skills to make it appear effortless. Yet we are quick to criticize from the comfort of our 20oz beer mug in the 300 level. Now think about your skill set and what you can bring to any situation. Did you learn and execute all you know immediately?

Patience – When I was a kid I couldn't get through an NHL game without calling my buddies to see if any were interested in a little pick up game on the street. We couldn't wait to be the next big star. It wasn't important whether that dream would be realized, the key was to try and emulate our favorite players who had worked their entire lives to get to the highest level in the sport. If you enjoy writing, reading a good book may give you more determination to work on your own novel. You may know someone who went back to school and emerged with a whole new career path. Seeing others succeed may give you reason to study their process to improve your business.

Persistence – It requires working nights and weekends, writing ideas on scraps of paper you later find in the laundry, networking well, reading incessantly while life blends with work. No successful person in history has gotten it right the first time. And we may point to the occasional situation that appears to be an instant win. But once you dig deeper you realize it took a lot of persistence to happen. This is one we all need to remember yet it can be tough on those days, you know, those days. After all, business isn't simply created, that's up to us.

Play – There are many ways to be successful. What's important is to be organized and have a strategic plan. It is equally essential not to settle for good enough; that's what the other guys do. And it's okay to get a little messy once in a while, take some chances, swing at the fence and remember the importance of passion.
__________________________________________________________________

The Five P's of Business

Anyone in marketing can recite the four P's which are product, price, placement and promotion. But if marketing is all you do, how do you apply them to your business and go one further?

Practice

Have you ever been to a sporting event, good concert, or watched great acting? In each case, someone spent years honing their skills to make it appear effortless. Yet we are quick to criticize from the comfort of our 20oz beer mug in the 300 level. Now think about your skill set and what you can bring to any situation. Did you learn and execute all you know immediately?

Patience

If you enjoy writing, reading a good book may give you more determination to work on your own novel. You may know someone who went back to school and emerged with a whole new career path. I'm paying close attention to this one because I started a brand new role just a few months ago. My patience with myself is getting tested daily.

Persistence

No successful person in history has gotten it right the first time. This is one we all need to remember yet it can be tough on those days, you know, those days. After all, business isn't simply created, that's up to us.

Play

It's important to be organized and have a strategic plan. It is equally essential not to settle for good enough - that's what the other guys do. And it's okay to get a little messy once in a while, take some chances and swing at the fence.

Our most important "P" is probably passion.
__________________________________________________________________

The Four P's of Teamwork

This has come up a few times in conversations lately so I thought it was time to re-post here. Anyone in marketing can recite the four P's which are product, price, placement and promotion. But how do the four P's apply to company culture and leadership?

Practice

Have you ever been to a sporting event or seen a live play or concert? Have you watched a great movie? Do you have any experience meeting someone else who is successful in business? Do you find motivation from people who show talent and prowess in a particular discipline? In each case, someone spent years honing their skills to make it appear effortless. Yet we are quick to criticize from the comfort of our 20oz beer mug in the 300 level. Now think about your skill set and what you can bring to any situation. Did you learn and execute all you know immediately?

Patience

If you enjoy writing, reading a good book may give you more determination to work on your own novel. You may know someone who went back to school and emerged with a whole new career path. Seeing others succeed may give you reason to study their process to improve your business.

Persistence

It requires working nights and weekends, writing ideas on scraps of paper you later find in the laundry, networking well, reading incessantly while life blends with work. No successful person in history has gotten it right the first time. And no one does it alone.

Play

There are many ways to be successful. What's important is to be organized and have a strategic plan. It is equally essential not to settle for good enough - that's what the other guys do. It's critical not to rest on the past or think we have all the answers, that's where danger resides. And it's okay to get a little messy once in a while, take some chances. And like the rest of us, you will make a lot of mistakes because that's where experience grows.

And let’s add one more – Purpose.
__________________________________________________________________
Kneale Mann | People + Priority = Profit
New Book out in 2016 – Details soon!

The Four P's

Anyone in marketing can recite the four P's which are product, price, placement and promotion. But how do the four P's apply to company culture and leadership?

Practice

Have you ever been to a sporting event or seen a live play or concert? Have you watched a great movie? Do you have any experience meeting someone else who is successful in business?  Do you find motivation from people who show talent and prowess in a particular discipline? In each case, someone spent years honing their skills to make it appear effortless. Yet we are quick to criticize from the comfort of our 20oz beer mug in the 300 level. Now think about your skill set and what you can bring to any situation. Did you learn and execute all you know immediately?

Patience

If you enjoy writing, reading a good book may give you more determination to work on your own novel. You may know someone who went back to school and emerged with a whole new career path. Seeing others succeed may give you reason to study their process to improve your business.

Persistence

It requires working nights and weekends, writing ideas on scraps of paper you later find in the laundry, networking well, reading incessantly while life blends with work. No successful person in history has gotten it right the first time. And no one does it alone.

Play

There are many ways to be successful. What's important is to be organized and have a strategic plan. It is equally essential not to settle for good enough - that's what the other guys do. It's critical not to rest on the past or think we have all the answers, that's where danger resides. And it's okay to get a little messy once in a while, take some chances. And like the rest of us, you will make a lot of mistakes because that's where experience grows.

And let’s add one more – Purpose.
__________________________________________________________________
Kneale Mann | Leadership and Culture strategist, writer, speaker, executive coach engaging leaders, collaborative teams, and strong business results.

magnetic

The Four P's Redefined

Anyone in marketing can recite the four P's which are product, price, placement and promotion. But if marketing is all you do, how do the four P's apply to your business?


Practice

Have you ever been to a sporting event or seen a live play or concert? Have you watched a great movie? Do you have any experience meeting someone else who is successful in business?  Do you find motivation from people who show talent and prowess in a particular discipline? In each case, someone spent years honing their skills to make it appear effortless. Yet we are quick to criticize from the comfort of our 20oz beer mug in the 300 level. Now think about your skill set and what you can bring to any situation. Did you learn and execute all you know immediately?

Patience

When I was a kid I couldn't get through an NHL game without calling my buddies to see if any were interested in a little pick up game on the street. We couldn't wait to be the next big star. It wasn't important whether that dream would be realized, the key was to try and emulate our favorite players who had worked their entire lives to get to the highest level in the sport. If you enjoy writing, reading a good book may give you more determination to work on your own novel. You may know someone who went back to school and emerged with a whole new career path. Seeing others succeed may give you reason to study their process to improve your business through sound leadership and strategy.

Persistence

It requires working nights and weekends, writing ideas on scraps of paper you later find in the laundry, networking well, reading incessantly while life blends with work. No successful person in history has gotten it right the first time. And we may point to the occasional situation that appears to be an instant win. But once you dig deeper you realize it took a lot of persistence to happen. This is one we all need to remember yet it can be tough on those days, you know, those days. After all, business isn't simply created, that's up to us.

Play

There are many ways to be successful. What's important is to be organized and have a strategic plan. It is equally essential not to settle for good enough - that's what the other guys do. And it's okay to get a little messy once in a while, take some chances and swing at the fence.

Your most important "P" might be passion

Kneale Mann

image credit: superprofundo 

The Four P's of Business

Anyone in marketing can recite the four P's which are product, price, placement and promotion. But if marketing is all you do, how do the four P's apply to your business?

Practice

Have you ever been to a sporting event or seen a live play or concert? Have you watched a great movie? Do you have any experience meeting someone else who is successful in business?  Do you find motivation from people who show talent and prowess in a particular discipline? In each case, someone spent years honing their skills to make it appear effortless. Yet we are quick to criticize from the comfort of our 20oz beer mug in the 300 level. Now think about your skill set and what you can bring to any situation. Did you learn and execute all you know immediately?

Patience

When I was a kid I couldn't get through an NHL game without calling my buddies to see if any were interested in a little pick up game on the street. We couldn't wait to be the next big star. It wasn't important whether that dream would be realized, the key was to try and emulate our favorite players who had worked their entire lives to get to the highest level in the sport. If you enjoy writing, reading a good book may give you more determination to work on your own novel. You may know someone who went back to school and emerged with a whole new career path. Seeing others succeed may give you reason to study their process to improve your business.

Persistence

It requires working nights and weekends, writing ideas on scraps of paper you later find in the laundry, networking well, reading incessantly while life blends with work. No successful person in history has gotten it right the first time. And we may point to the occasional situation that appears to be an instant win. But once you dig deeper you realize it took a lot of persistence to happen. This is one we all need to remember yet it can be tough on those days, you know, those days. After all, business isn't simply created, that's up to us.

Play

There are many ways to be successful. What's important is to be organized and have a strategic plan. It is equally essential not to settle for good enough - that's what the other guys do. And it's okay to get a little messy once in a while, take some chances, swing at the fence and remember the importance of passion.

How are you working on the four P's of your business?

Kneale Mann

image credit: magnetic

Marketing is Not a Department

Every industry, every job, every position within an organization has its fans and its critics. If you are climbing the corporate ladder right now you may be looking ahead toward those who are in positions above you on the org chart and making a list of what you will do differently when you get that gig. If you’re the boss, you may have found that deep dark place where you are completely honest with yourself and admit you don’t actually have all the answers to everything.

In the case of marketing, it appears far more people have an opinion than have any experience in the field. My plumber knows what he’s doing and charges me handsomely for his knowledge. My lawyer is a sharp dude who went to school and has letters behind his name so it must mean he knows his way around some law stuff. Yet with marketing, everyone is apparently an expert. That gets even more watered down when you replace the word 'marketing' with the words 'social media' but I digress.

Many moving parts

Clearly, advertising is part of an overall marketing plan yet it is not the sole piece of the puzzle. The look and feel of a company, how the phone and emails are answered, the design of business cards, presentation and business function execution and client correspondence are all part of the overall marketing of a company. In short, marketing is everything you do. I've had company owners tell me they weren't ready to do any marketing. If they're open for business, they have already started.

Many organizations take a campaign approach to some initiative or product launch or event and decide they need to “do some marketing”. And that, in many cases, means advertising. So they build a budget, put together the creative, decide what media they will use to spread the word and there, the marketing is done.

Return on Ignorance

What is then dangerous is when those who are not mathematicians seem to have a foolproof opinion on the return on investment. The success of an entire company should not hinge on a single event.

There is a myriad choices when it comes to external or outbound marketing options. There are the channels that have been deemed traditional such as print, radio, television and transit/outdoor. Additionally, there is the choice of direct mail, trade shows, presentations, conferences and face-to-face contact.

Choosing channels

The social web can be both daunting and enticing. On one side it looks too much like work when you can just place an ad on a flat surface but it can also give the impression that it’s a quick fix. It does require commitment and can garner results but not tomorrow.

We live in a customer centric world and we are all customers and providers. But that certainly doesn't mean everyone is equipped to steer marketing initiatives with guesswork and opinion. Or worst yet, adopting the strategy that what may have worked last year will work again this year.

I'd love to know your thoughts.

knealemann | email

image credit: flickr

Are You Experienced?

Hendrix wanted to know.

It's clear the legendary rocker was not speaking to HR managers, stakeholders, customers or clients.

But it's something we think about every time we meet someone in person or online.

You don’t really care how many framed documents appear on the doctor’s wall, you want her to fix your painful ankle injury.

Diplomas point to training but not everyone finished at the top of their class.

The mechanic peering under your hood better know what he’s doing because you’re paying him $110/hour to get rid of that clanging noise every time you start your car.

You expect the reputable renovation company to create your dream kitchen as they promised they could with all those pictures of previous renovations to prove it.

Whether you’re in medicine, automotive repair or restoring homes, you need to prove your experience. No matter the industry, there is usually never a shortage of people trying to sell solutions without proving their ability.

Are you asking them to prove they are experienced?

knealemann
Let's create experiences not campaigns.

image credit: soulculture

It's Not About The Tools? | Meet iPad

Standing Ovation, Mr. Jobs. Not for bringing out another new gadget but for giving us the desire to promote it. Nice work.

• Will iPad change the way we use computers? Who knows.

• Will we get to a point when we're all walking around with handheld computers rather than being teathered to a desk? Absolutely

• Will more business owners finally discover that creativity and collaboration is not linked to rooms and cubicles and work spaces? They will if they want to succeed.

If it's not about the tools, then why are we losing our minds giving Apple all this free publicity?



@knealemann
strategy. marketing. social media. communications.

You Have Three Seconds

Have you ever seen an commercial you liked but couldn't remember the product? Have you ever met someone but couldn't remember their name? Have you ever read something but couldn't remember where you saw it?

If you have ever worked in the advertising world – particularly outdoor/transit – you know all about the three second rule. It’s often even less, but you have about three seconds to make an impression with someone. Your billboard, bus board, transit shelter or subway message needs to resonate – even subconsciously – in about as much time as it takes to say your name.


Planning That First Impression

Months of planning, meetings, art direction, graphic design, more discussions, the client wants it bigger or pinker, more meetings, more design, more revisions, all for a three second event. Add to that, once your message is in a certain location for too long it becomes part of the unnoticed background.

Keeping Their Interest

How is that different than online marketing or frankly meeting someone in person? You have three seconds and they do too. Now most of us pass that three second test. Most of us can compose ourselves for one-two-three moments enough to get that chance to get to know that new person a bit more.

Lead Role In Your Own Movie

I heard a radio talk show last night and one the guests said “No one is more interesting in the story of your life than you. To us, we are all wildly fascinating creatures in our own screenplay.” That sounds egotistical but it’s true. That does not mean we don’t share and give but our only perspective is our own.

Make It About Them

Depending on your reading speed, you gave this post about a sentence before deciding to read on. You are reading this line now because something here made you read further. But if all I do is keep stating that you are reading this sentence you will lose interest. It’s no longer about you, and you are gone.

You have three seconds to make it about them; try it once and wait your turn. What do you think will happen?

@knealemann

image credit: technomarketer.typepad.com

Eyes On The Road

A business that makes nothing but money is a poor business.
Henry Ford

While discussing competitive situations, a mentor once said, “When you're driving in a snowstorm, stay in your lane!” His point was that just because a competitor takes a run at you, that is not enough of a reason to flinch. That is safe advice.

But is 'safe' the new 'risk'?

Yesterday I received direct mail pieces from my internet/cable provider and from my land line phone provider. My phone company is now offering satellite cable packages, wireless devices and deals on mini laptops with sign-up. My cable company is now offering wireless devices and home phone line services.

Competition brings out the best in products
and the worst in people. David Sarnoff

So the cable people are now in the phone business and the phone people are now selling computers. And both are trying to sell me the ultimate all-in-one-bundle.

What Do You Do?

This is a story of two companies driving in a snowstorm. The cable company is taking shots at said phone company and chipping away at their land land business as well as going toe-to-toe with them on wireless and internet. This is a war with brightly produced four-color shiny pamphets and dangling carrots.

Who is the winner?

On the surface, it would appear to be the customer. As one who has dealings with both companies, the honeymoon is brief and the next victim is always the target.

You can fool all the people all the time if the advertising is right
and the budget is big enough. Joseph E. Levine

Visibility in this snowstorm is not the issue because everyone seems to want to be in every lane. The question remains whether they can still see customer service in the rear view mirror.

It is an immutable law in business that words are words, explanations are explanations, promises are promises but only performance is reality. Harold Geneen

Special offers, one-time deals, gifts with purchase all pale in comparison to giving cutomers stuff that actually works.

Is it good to stay in your lane?
When is it time overtake someone in theirs?

Meetings Morsels Moments and Money

The relationship comes before the sale. It's about people buying in to you, not your business. Be transparent and talk like a real person. #pcto09

PodCamp Toronto began last Saturday morning and everyone was saying their goodbyes Sunday afternoon.

In thirty-six short hours, a lot was said, done and discussed. But more importantly, connections were made and strengthened.

About 500 people converged on Ryerson University to discuss social networking. If you were to assume everyone who attended was from Toronto - which they were not - that represents just .0001% of the city's population.

Anyone who may think this space has reached maturity needs to look closer. Our need to connect and belong has been around since we have, but this new wave of communication is still in its infancy.

You will scale faster by building deeper relationships with fewer people.

Be interesting and engaging. Re-humanize your company, service or personal brand. #pcto09



Toronto was the first city on earth to have more than a million Facebook users, so this is not about convergence.

This is more about a small percentage of the population who want to take social media to the next level.

To most, it is a way to stay in touch with their friends – which it is – but to some it has become a powerful way to build business relationships through deeper human relationships.

Be a community gardener. Keep them entertained and make their day. It’s has nothing to do with your offering and everything to do with you. Balance the deal flow with the cash flow and figure out your place in the flow. #pcto09



The event was filled with great presentations which were followed by conversation about the content that was covered. I asked someone if they were enjoying the weekend and they said the best part was the one-on-one chats to dig deeper into the information. The theory is great, but the actual application is key.

The highlight for me was to talk to people I have met through social networking about them and their interests and projects.

PodCamp Toronto was not only enlightening but very social – which is the point. Another hightlight was the reminder that social media is an even playing field and there is no one way to do it. There are many tools at your disposal and it’s how you apply the ones that you need for your particular situation.

Gain trust and don't break it. We are in an era of mass customization. Create a relationship - a rapport on a human level. Be one of them because we are all one of them.
#pcto09




How do you monetize social media?

It's no different than any other venture or industry. There are no get rich quick schemes - in fact, you need to be very real or others will see your pitch before you arrive. Only a small handful get to win the lottery, the rest of us have to work hard.

Put your business cards away, lose the slick sales' pitch and just get to know someone. People will buy in to you long before they buy in to what you do.

How are you using social media to connect on a more human level?

@knealemann

photo credits | eva blue | lexnger

Putting On A Brave Face

A preoccupation with the future not only prevents us from seeing the present as it is but often prompts us to rearrange the past.
Eric Hoffer

A few years ago, I was having lunch with a friend who was experiencing a stalled career and some trouble in his marriage. We met at a packed food court at a mall – not the most private of locales for such conversation – but it gave me the chance to make a vivid comparison.

I asked him to look around the busy food court and find people who were late on their credit card payments, those who were deep in debt, the ones who were having trouble with their relationships or jobs. He saw a group of people who all seemed to have it figured out.

Stiff Upper Lip
The most dangerous untruths are truths moderately distorted.
Georg Christoph Lichtenberg

We all seem to have it figured out. We keep a smile on for the masses and our best foot forward. I was not suggesting we all walk around with our head in our hands, but I was pointing out that everyone goes through tough stuff.

Possible Good News
A people that values privileges above principles soon loses both.
Dwight D. Eisenhower

If there is a silver lining in the world economic crisis, it would be that we are now allowed to be honest and there is a desire for others to reciprocate. History tells us that we will turn this around. History also teaches us that unless we learn from this experience, it will repeat.

The solution to the crisis is not for us to throw our hands in the air or run through the streets crying, but a little honesty wouldn’t necessarily be a bad thing.

Never Let Them See You Sweat
Journalism is literature in a hurry.
Matthew Arnold

I’ve been in the media, writing, entertainment, marketing and promotion industries my entire career. We have to work hard so it seems we haven’t made an effort.

If you've ever been inside a radio station or been on a film set, you may have an idea of how much panic may go on behind-the-scenes so the final product is right.

Not All The Kids Like Honesty
Honesty is the rarest wealth anyone can possess, and yet all the honesty in the world ain't lawful tender for a loaf of bread.
Josh Billings

There was a scary report on Dateline NBC last night featuring Elizabeth Warren. She is a law professor at Harvard and has been hired by President Obama as the head of the congressional oversight panel for the U.S. government bailout program.

When asked how the government has been tracking the money, she said that before she was hired, the Bush Administration had not been tracking it at all. Companies have been receiving lumps of cash and haven’t been forced to account for where it goes past the front door. That is idiotic and dangerous. But don't look too deep for a soul inside the CEO of a company that was just given several billion in government handouts.

Some have taken the brave face a little too far and honesty not far enough.

Could we benefit from a little more honesty?

km

despair.com

Marketing: Time To Change Our Ways

I’ve been chatting with some ad agency colleagues lately and it’s been an eye-opening experience. It's tough for a lot of them. But others are angry because of news reports are causing more fear. No one has their head in the sand, but the negative news certainly isn't helping.

There are plenty of clients who still want to promote and market their goods and services. Clients are more cautious but slashing marketing and promotional budgets is the wrong tact. It is tough ‘out there’ but if you focus on that, you will get what you wish.

We need to cut costs
If you replaced the word “marketing” with “coffee cups” how long would Starbucks or Tim Horton’s stay in business? If you replaced the word “promotion” with “steering wheel” how long would you be able to keep your car on the road? If you want to see your company decline, stop telling people you have a company.

Where’s the map?
Imagine you are driving in a snow storm. It’s 3am and the gas meter has been on empty for the last fifteen minutes. You are lost. All you see is the odd light on the side of the road, no signs to indicate what is there. How many gas stations could you possibly drive by without knowing it? And how long will that gas station stay in business without a sign out front?

It worked yesterday
Years ago I worked with a guy in radio who didn’t see the need for us to tell people the name of the station. I’m serious! He said: “Everyone knows who we are.” Really? He saw little need to do marketing or outside promotion because the brand was that strong. No brand, product, or service is immune to softening markets or competition. No company has survived on their past successes.

The community is much too fickle.

Spam scam and scram
It gives none of us solace to watch major household brands crack under the pressure. But the companies that will continue to thrive – yes thrive – will sharpen their proverbial pencils and find out how they will do it. Those “hows” include: more targeted marketing, paying attention to the marketplace and needs of consumers, customers, audience, community, and staying aware of all technology available to them. And most importantly – have something worthwhile that others want to buy or use!

The best marketing campaign in the world, conceived by the brightest in the field will have a very difficult time convincing people to buy-in if the product or service fails to deliver on its promise.

Now what?
One agency veep told me last week that their goal for next year is to increase their client base by 20% and billing by 30% by “offering clients a soft place to land”. His plan is to give fearful business owners realistic solutions to their marketing and promotion issues rather jamming people in to the same old tired ideas. He said: "The lemmings and laggards can stayed scared while I build my business."

The U.S. auto industry is teetering. GM, Ford and Chrysler have been doing things the same way for far too long. If you are unwilling to be nimble and change with your environment, you can expect diminishing results. No mandated production levels will increase consumer demand no matter how much you want it.

What’s in it for we?
Of course I have a vested interest in all this – I am a producer. But I am also a marketer, a writer, a creative guy and I enjoy when something well-made is well-marketed and sees a healthy profit.

What are your thoughts?

km

Location Location Location

Amid the housing and mortgage crisis I got to thinking about a mantra this industry has used since the dawn of time – location location location. I asked a real estate buddy once if it was better to tear down a shack and retrofit or rebuild in a good neighborhood or buy a nice house in a lesser neighborhood. His answer was swift and without hesitation – rebuild.

Importance Of Location
Location is important when looking for a place to live. Location is paramount when deciding on a website address. Location is essential when choosing who you work with on projects and initiatives. Location is vital when choosing to be nimble verses stagnant.

Making Useful Media
Chris Brogan wrote a brilliant post today about making useful media. If you work in television, online content, radio, journalism, marketing or promotion – take a few minutes and read this post. Then send the link to everyone you know!

Bad TV
Mitch Joel recently wrote a post entitled Bad TV. It's a great view of something that is dear to my heart - content! Mitch poses the simple question: Would you rather have bad tv or good internet? Read and share as well.

Short-Term Fear | Long-Term Growth
I spoke with a friend who is a senior sales manager at a prominent cell company last night. He has a customer who is worried about spending a few hundred dollars because his budgets have been frozen – even when my friend has shown this customer how he will save thousands in mere months.

The location of your psyche is even more important than the place you reside. Forest and trees are being lumped in with news reports about falling markets and bailouts.

In It For The Deal
My post-secondary life was a time of change in both my thinking and work ethic. I was studying to become a radio broadcaster and despite my complete indignation toward my high school “career” I felt it was time to go big or go home. So along with being the Program Director of the college radio station, a DJ and bartender at the campus pub, I also worked in a sports store selling shoes. We got great deals on the sweetest new shoes on the market. At one time, I probably had 30 pairs.

Deals Are Not Always Deals
I had to take two buses from my place to get to this job, hated the hours, disliked my manager but stuck it out. I finally had to resign because it was affecting all the stuff I wanted to do in my life at that time. When I did it, a friend asked me why I had stayed so long. My response: because I got a deal on shoes.

Location is important but often it has nothing to do with geography.

How is location important to you?

km

The Plot Is In The Story

In a world of content, product placement, infomercials, advertorials, and other integrated models,
perhaps it's time to get back to simply telling stories.

Every year, one of the big stories surrounding the Super Bowl is how much it costs to buy a 30 commercial during the game. Last year, the price was $2.7 Million. Think about that. Think about your company. Can you or your company afford over two and a half million dollars for a 30-second event? That doesn’t include production costs so lob a few extra bucks on the tab.

Glorida Goodale writes in a recent blog post that we need to “forget product placement – that's so 20th century. Even product integration is passé. Advertisers these days want to do far more than just place BMWs, Manolo Blahnik shoes, and other luxury items within reach of favorite TV and movie characters. They want to create entire worlds of consumption.”

You may remember receiving a copy of the “banned” 90 second X-Box commercial a few years ago. I received it seven times in a two day period. It was shocking how broadcasters had refused to air this and the community seemed outraged. They were so outraged that the “banned” commercial was shared amongst millions of people. These people watched the “banned” commercial on their computers and portable devices instead of their television screens.

How dare those broadcasters ban such a thing and we all rallied around the floundering Seattle software firm to “fight the man”. It was not a staged or calculated event, nah.

YouTube is consistently in the top five most visited websites on the face of the earth. This space is jammed with material that doesn’t see the traditional light of day. Shocking.

BMW has been the sole underwriter of one of the most wonderful visits in cyberspace – TED.com – and they do it through wickedly cool visuals (not “commercials”) that compliment the content, not interrupt it.

Goodale talks about product plots – another concept that has been going on for years but only now starting to gain traction amongst content providers, producers and companies like BMW, TED, and Microsoft.

What’s important is you must have a story before you dive in the deep end of storytelling. This is not about plunking your product into some backdrop and calling it a plot. Go back to making commercials or another traditional concept route until you can utilize this wonderful integrated option.

Goodale cites this as; “the heady days of brand integration and immersive commercial environments.”

When you are embracing what seems like a new idea, you can’t expect everyone to nod their heads and join in. But that is not enough of a reason to stop.

Mass traditional media has its place and there is audience for it. But we are building swiftly, evolving rapidly, consuming wildly, and multi-platforming constantly. And this is not a specific demographic issue.

Anyone toiling in content generation, marketing, production, advertising or promotion who thinks the “we’ll be right back after this” model will not continue to erode should be prepared to one day utter the phrase;

“What happened!?!”

km