Christmas Ads: Santa Works at Mercedes, Shops at Sears.

While watching Sunday Night Football last night (ridiculous game) I noticed that good old Kris Kringle stars in a few commercials this season. I was multitasking so I didn’t have my eyes glued to the TV, but these two stuck out.

The first one comes from Mercedes.  They’re alleging that Santa rides his bike around and works for quality control at a Mercedes factory, which is attached to his home office. No wonder Mercedes are so expensive, they ship from the North Pole?

When Santa isn’t busy assuring quality at Mercedes, he’s shopping for flatscreens at Sears (with the reindeer). I don’t think I’d be allowed to bring my weiner dog into Sears, let alone 12 reindeer.

But be careful out there. That Sears Research Center might not be as simple as it seems. The Consumerist has a story about a woman who wasted 4 hours at various Sears locations trying to find a PS3.

All Santa commercials aside, who doesn’t love ugly sweaters?

Cozy! Sophisticated!

The Kansas City Art Institute’s website lets you make your own digital ugly Christmas sweater.

Happy Holidays!

SMS Marketing Clearing Cars Off the Lot

Normally, talking about texting and cars in the same space would warrant the voting of a bill in the House of Representatives. Today, however, we’re talking in a whole different context: text messaging to sell cars.

While I could sit here and churn out facts on why text message (aka SMS) marketing is so simple and adaptable to work for literally any type of business…

• On average, text messages are read within four minutes compared to 48 hours with e-mail.
• 4.1 billion texts are sent per day in the US. by approximately 1.8 billion users.
• Response rates are 2 to 10 times higher than online display ads.

…it’s definitely nicer to see a text marketing success story in real life. Enter Fox Chevrolet in Timonium, MD.

Fox Chevrolet teamed up in a campaign with radio station 98 Rock to try and drive people to Fox’s lot during this years horrible economic downturn (especially for the auto industry). Fox did this well before the government sponsored “cash for clunkers” program kicked in, and tried to use mobile marketing to bolster sales.

Ten and fifteen-second promos were aired on 98 Rock telling listeners to text in to enter to win a $98 car.

The success was staggering. 500 listeners texted “FOX” to the station’s short code, and 300 people attended a special day-long event. After all was said and done, Fox sold 36 cars that day, 17 new, 17 used, and two winners drove off in two $98 cars.

Jeff Hasen is the man behind the plan and says, “Customers who opt-in are customers who are looking to buy. You would be hard-pressed to find a campaign that performed as well during the recession.”

This is a testament to mobile marketing. Even in the face of a cold hard recession, SMS marketing scores huge results and it makes sense why. People are increasingly CRAZY about texting, even so much that they find it wise to text while driving. And people don’t go anywhere without their phone, it’s always on them, just waiting for businesses to prompt them unforgettable coupons like “Text MCDS to 55543 for a free double cheeseburger”. Or something like that. Who doesn’t want a $98 dollar car or a free double cheeseburger?

Business, Social Media, and Authenticity

Being genuine and authentic are words that inevitably pop up in conversations about social media and social media marketing. It sounds simple enough, but yet people sometimes still get caught in the trap of shameless self promotion and appear like a robot instead of engaging with users and participating meaningfully.

I’ve been thinking about authenticity a lot lately. Not only in online communication, but in the business world. “Authenticity” seems so open-ended.  I asked myself what does it really mean to be authentic? What are the characteristics of a business that is acting that way?

I came up with the following that can be translated in the social media realm…

1. Authentic Businesses Are “Givers” : Instead of promoting themselves, Authentic Businesses share the love! They link to numerous blogs and comment on blogs. They spread Re-tweets and give credit where credit is due. People appreciate givers and these businesses give a lot!

2. Authentic Businesses Add to the Conversation: Social media is like a party. People are chatting and mingling with different people in the room. Likewise, people on social media sites such as Twitter are all chatting about anything and everything. You wouldn’t (hopefully!) walk into a party and start shouting about your latest promotion. Most of us will be friendly, start chatting, meet someone new, ask them about themselves. Business may certainly come up, but sincerely adding to the conversation is foremost.

2. Authentic Businesses Are Helpful: Some people are afraid to give out their expertise and advice. They hold on to their knowledge with a tight fist. In another blog post I have mentioned the theory of an open hand. Sand falls out of a tight fist, but and open hand will hold it. The same holds true with the information you provide via social media. YES it is “giving your expertise away for free.” But the upside is so much better. People establish your credibility, they trust you, and they are more likely to reach to you when it comes to a purchase decision.  Helpful businesses show that they care about their customers and consumers will remember a business that has helped them.

3.  Authentic Businesses Realize Relationships Take Time: Relationships need communication, honesty, and trust. With those key elements, it will build over time. Social media is no different. If you take the time to cultivate, relationships will grow.

4. Authentic Businesses Practice the Golden Rule: It’s common sense, but so often people forget. If you would not want it done to you, then don’t do it!

This Blog Post is an excellent, practical guide to follow to ensure you are on the right track to building authenticity and meaningful online communication. 19 Presence Management Chores You Could Do Every Day

Feeling Unmotivated?

Yeah, we’ve all been there. The end of summer is quickly approaching (if it hasn’t already!) and as much as I absolutely love autumn and the new, exciting tasks it brings, it can definitely be hard to get out of “vacation-mode.”

Here are a few motivational quotes  that will hopefully spark some creativity and get you charged up for fall and planning your 2010 marketing!

Chance is always powerful. Let your hook be always cast; in the pool where you least expect it, there will be fish. -Ovid

The voyage of discovery lies not in finding new landscapes, but in having new eyes. -  Marcel Proust

Such as are your habitual thoughts, such also will be the character of your mind; for the soul is dyed by the thoughts. – Marcus Aurelius

Happiness is not a goal; it is a by-product -Eleanor Roosevelt

Drag your thoughts away from your troubles… by the ears, by the heels, or any other way you can manage it. – Mark Twain

We are all inventors, each sailing out on a voyage of discovery, guided each by a private chart, of which there is no duplicate. The world is all gates, all opportunities. – Ralph Waldo Emerson

We are what we repeatedly do. Excellence, therefore, is not an act but a habit. -Aristotle

Nothing will ever be attempted if all possible objections must first be overcome.  -Samuel Johnson

Nothing great was ever achieved without enthusiasm.  -Ralph Waldo Emerson

Have a great, productive day everyone!

Kleenex kicks it up with summer boxes

Check out these kickin’ summer box designs for Kleenex’s “Perfect Slice of Summer” series. I love them, its great to see a corporation being so creative and fun.

Source: Dieline

Background information: Los Angeles-based Illustrator Hiroko Sanders created the illustrations for the new Kleenex “Perfect Slice of Summer” tissue box series. Since the illustrations are the primary part of each carton, the challenge was to create artwork utilizing a style that embodies the spirit of summer, and that works uniquely with the carton design.  The three boxes are images of different fruits rendered with a stylized realism that unifies the design of the package with the brand and product.

Project credits: Hiroko Sanders, Illustrator
Jennifer Brock, Senior Designer/Brand Design – Kimberly Clark Corp.

5 Ways to Create a Positive Customer Experience

When you think of your marketing, do not stop at your outside advertising and promotions. Although these things are very important, in your marketing efforts remember to also take into account some other simple things that can yield great results.

Here are 5 ways your business can begin creating a more positive and memorable customer experience. The bonus:  these things are relatively free to execute!

1. Fragrance: The sense of smell is a huge memory trigger. If your store has a signature fragrance, it will remain in their minds. This can be as simple as lighting a candle or burning fragrance oil. Vary the scent toward the mood you want to create. (i.e. sultry, clean, lively, or understated)
2. Music: Music can change a mood faster than anything! Make sure the music you are playing is reflecting the type of emotions you want your customers to feel while in your store and remain true to your brand image.
3. Samples: Sampling will allow your customer to imagine what it would be like to own your product. Encourage your customers to try on clothes or jewelry, sample the perfume, or have a taste of a new dessert.
4. Greet your customers: No one wants to be bombarded by a sales person when they walk through the door, but being met with a warm, cheerful smile and greeting can do wonders to set the tone! I have walked into stores countless times and have been met with a disgruntled employee. Despite the merchandise, the mood has already been set.
5. Gain a piece of information about your customers: Ask your customers what their names are and learn them! Ask any number of questions (without being over-bearing and annoying, of course)…Are they local? Have they been in the store before? Are they shopping for something special? Make mental notes of each piece of information you gather to remember next time they come in. It will make your customers feel so special when you remember them next time.

Feel free to add your tips and suggestions of other ways businesses can create a positive customer experience.

Your Business Positioning Statement and Why It’s Important

A positioning statement is vital to any retail store, restaurant, and entertainment-based business since it defines who you are and what makes you different from your competition. Basically, this statement feeds your marketing messages and becomes a vital part of how you promote yourself. Businesses that are selling in a highly competitive field or offering similar products and services will deteriorate without one. This can be attributed to the following reasons:

-    If you do not position yourself and communicate that position, your customer WILL do it for you. Like it or not, you already have a position. This may or may not be the opinions you would like them to have, but the formation of  those opinions is inevitable
-    The companies that try to be “everything to everyone” become “nothing to no one.”
-    Your positioning statement gives your company focus and without a solid focus, chaos exists.
-    Your company is already being perceived. Companies that win know how to influence that perception and turn it into positive differentiations.

Creating the statement is done through thoughtfully answering the following questions:
(1)    Who are we?
(2)    What do we do?
(3)    Who is our customer?
(4)    What needs do those customers have?
(5)    Who are we competing against?
(6)    What’s different about us?  -or- What is our key benefit?
(7)    Why is that benefit important to your customer?

Once you have a grasp on the answers to those questions ask yourself, “Is this positioning statement matching the position that already exists in the minds of my customers? If not, make that your goal to alter your communication and take small steps to bridging that gap. If so, congratulations! You are on the right track.

Is a Blog Right For Your Business?

Many people will tell you a blog is an absolute MUST for your business’ marketing strategy, and in many cases they are correct. A blog is one of the best ways to achieve important business and marketing goals such as:
- Create customer conversation
-Counter negative publicity
- Promote new products or services
-Offer valuable advice to potential and current customers
- Generate increased website traffic
- Provide better customer service
- “Humanize” your company
- Increase your search engine optimization
- Create a “community” surrounding your business or product
…the benefits go on!

However, starting a blog is not a decision to be taken lightly. Sometimes not having one is better than starting one and not taking it seriously.
If your company is debating whether or not to start a blog, here are a few questions to ask yourself first.

1) Are you in it for the long haul?
A blog isn’t something you start then let sit. It will need constant updating (most recommend at least once a week). Constantly coming up with ideas about what to post may become tiresome after a while, therefore it is important to be willing to take the time to seek out ideas and thoughts to keep your blog fresh.

2) Do you have a narrowed-down topic?
You should be able to explain your blog in a short sentence. There are many blogs out there and each one is competing for readership from a certain target demographic. Without a solid topic, your blog will not reach your desired success and get lost in a sea of clutter.

3) Are you qualified to write about the topic?
People will be reading your blog and looking to you as a credible source for your information.

4) Can you write enthusiastically about your topic?
Blogs are conversational and your personality is bound to come through in your writing. Would you be excited to have a conversation with someone about your blog topic? If not, it may not be for you.

5) Can you accept criticism?
Blogs allow others the opportunity to comment on what you have written. Those comments will sometimes differ with your own opinions and it is important to openly accept that without going crazy.

If you answered yes to these questions, I highly suggest you take a look at starting a blog! Information and tools are readily available to help you along the way! Happy blogging!

Loving the new retro Pepsi

I just started seeing the special “throwback” Pepsi bottles. Love it! Additionally, I loved that they used the term “throwback” instead of the more obvious “retro” (read: my title). Pepsi is so good at identifying with the new generation even when looking at the past. They could have chosen to use “old skool” but, even Pepsi knows, that is “old skool.”

A Social Media Strategy is a Must

Social Media for business can seem daunting and overwhelming at first. It is not enough to sign up for accounts on social media websites just to abandon them or use them intermittently. Having a social media strategy in place can remedy this and also save you time!! We all know time is oftentimes more valuable than money.

Traditional marketing methods and campaigns typically start with a plan. What is your target demographic? What are the desired results? What is the call to action? Just as you would create a solid strategy for traditional marketing methods, the same must be done for social media.

To start, map out a list of your goals and desired outcomes. Goals can include, providing better customer service, building brand awareness, gaining market share, learning more about your target demographic, etc.

Once you determine your goals, research the options and decide on the best social media mix for your company. Other things to take into consideration are your time constraints, where your target audience is and brand image. For example, if your goal is increased customer service it would be a good idea to explore twitter as an option since the response is instant. It is also beneficial to explore what other companies are doing and set realistic expectations for your efforts.

Putting the strategy in place requires a time commitment, however, it does not have to be unmanageable. Part of your strategy should include time management. For example, try spending 10 minutes first thing in the morning checking your Facebook profile and responding to friend requests, wall posts, and messages. Once you have created a schedule that works for you, don’t give up! Social media is not something that develops overnight. It is all about building relationships. We all know a good, solid relationship is built over time. Do not get discouraged if you are not receiving the exact response you had hoped. Make some tweaks as needed and keep monitoring your success.