Color trends for 2011

November 8, 2010

According to color experts Pantone, no colors ever go completely "out," the colors just “evolve.” Like avocado green may be out, but lime green is in. 

So this is their take on colors for 2011.

Overall, they believe we’ll see cleaner colors that give an emotional uplift. And they predict that colors will be combined in unusual ways.

Here's the scoop:

Black: Black's presence will diminish in 2011. We'll still see black used, but they'll be closer to very dark blues or greens that are nearly black.

Blue: Will be more important next year. It suggests hope, healing, serenity and tranquility.

Red: Attention-getting combinations like red with orange or a pink/red used with a super bright red.

Pink: Used in all forms from aggressive and bright to pale pink.

Green: Becoming overused to suggest ecology. Green will be used in more ways than just for "green" companies or products.

Purple: Diminishing importance in 2011. Will move towards lavender and blue purples.

Orange: Paired combinations like a carrot orange used with white and apricot orange with blue.

Brown: Everything from cocoa brown to nut brown. Organic.

Yellow: Golden yellows will have a strong presence in 2011.  

White: More faded shades of colors like very pale pink, blue, yellow, etc. instead of pure, clean, crisp white.

I'm curious — What do you think?  How might this impact your work?  Or do you think it's just design fluff talk?

Do you have confidence in your social media strategy?

November 5, 2010

One of the definite perks of being on the SmartBrief on Social Media's Advisory Board is that we get sneak peeks at some of their offerings.

When I got an e-mail today with a copy of their about to be released research report called The State of Social Media for Business 2010… I dove in to see nuggets I could find.  (You can download the a summary report for yourself by clicking here.  You can purchase the full report here.)

The chart below illustrates one of the more telling bits of data.

Of the 6,000+ executives surveyed, only 14.2% of businesses find their social-media strategies to be “very effective” – and only 7.3% consider them “very revenue generating.”

But, I suspect that as they pondered that specific question, most of them thought to themselves — "what social media strategy?"

Somehow, and perhaps it is the low to no cost of entry, organizations of all sizes have blundered into social media without any idea of why they're there, what they want to accomplish or how they're going to know if it's working.

If I said to most business owners or marketing directors — I'll give you $10,000 worth of advertising time on television and we'll produce the TV spot for free — they would not grab the camera, shoot anything they pleased and then just run the spot whenever they felt like it.  

And yet businesses big and small launch a Facebook page or Twitter account just to say they have one, post random (or worse, self promotional) content on an infrequent basis and then wonder why it's not generating any traffic.

Add to that, I'm betting if you asked those respondents who say "very effective" how they defined effective, many would admit that effective = doing something.  That's not effective, that's just showing up!

I know social media is in its infancy.  I know everyone is still trying to figure it out.  But… the idea of having a strategy isn't new.  The idea of maximizing your investment (both time and money) by integrating your efforts isn't new.  The idea of looking before you leap isn't new.

If you cannot articulate your marketing strategy and then point out your social media strategy within that bigger picture… then you'll never be able to check the very effective or the very revenue generating box.

No matter how many Twitter followers you may have.

Who is *really* the uber internet users?

November 4, 2010

Before you scold your college aged son or daughter for how much time they spend online, you'd better look in the mirror.  According to research conducted by MarketingProfs (buy the full report here) if you're in the 30-39 age bracket, you're the heaviest users out there!

These stats line up with what we know about Facebook as well.  The largest demographic group on the social media gorilla is 35-44 and the fastest growing demographic is 55+.

Why does this matter?  One of the common sense rules of marketing is that you should know where your prospects or target audience hang out.  Rather than waiting for them, you need to get out there and hang where they hang. 

More justification to include some digital marketing in your overall plan.   

Marketing tip #1: Create a love affair with your customers

November 1, 2010

Satisfaction is nice.  Loyalty is good.  Repeat business is dandy.

But none of that is love.  And if you really want to get and keep a customer for life — you have to be willing to stick your neck out and love them.  You need to put your heart on your sleeve and woo them.

You need to create a love affair
with your customers.

Why?  Let me give you 5 good reasons.

It feels good:  No matter what you sell — it feels better to serve people you care about. It's easier to go the extra mile for customers that are special.  It helps elevate your work to noble work.  As my friend Steve Farber says…"do what you love in the service of people who love what you do."

It's easier to sell more to a current customer who loves you, than a new customer:  In fact, recent studies show that it 6-7 times more costly to acquire a new customer than it is to retain an old (in love) one.

It's more profitable:  Boosting your customer retention up by as little as 5% can elevate your profits by 5-95%.  New customers are more price sensitive and require a huge amount of up front time, even after you've closed the deal.

It generates word of mouth:  When a customer loves you, they can't help but talk about you to others.  When you make them feel special and go out of your way to love them — they will be your most powerful marketing tool — advocates who spread word of mouth.  

It's incredible for employee retention: Who doesn't want to work at a place that gives them permission to be incredibly kind and considerate?  Who wouldn't love to hear customers rave about them?  Who isn't looking for a way to put more meaning into their work?  Why not make it a labor of love!

Is there a business who has created a love affair with you?  How does it feel to be on the receiving end of that kind of attention?

The real question in my mind is — why wouldn't you create a love affair with your customers?

Marketing tip #17: Stop assuming!

October 29, 2010

I've said it before….no one is worse at seeing your business objectively than you.  If you own or run it — you cannot possibly remove your own biases, opinions and hopes from the equation.

So when you make operating, marketing and customer service decisions, you need to second guess yourself now and then.  You need to remove yourself from the equation and see it from your customer's perspective.  But how do you do that, if you can't possibly be objective?

You walk in your customers' shoes.  Literally.

You need to experience exactly what they experience.  Go through your own drive thru, try to navigate your phone system without using any of the back end short cuts, see what asking for a credit or return feels like.

I'm betting that 90% of companies never do this.  They think they know what their customer wants, so based on that dangerous assumption — they run their business.  We all know the old saying about what happens when you assume…

Over at IowaBiz today, I explore this topic some more.  Come jump into the conversation.

Why is world class customer service so rare?

October 28, 2010

Last week, I told you about three conferences that I thought were worth your time and attention (and my readers added a few more in the comments section!).  One of the conferences I mentioned was the Secret Service Summit.

I had a chance to run some questions by the event's founder, John DiJulius.  I think you'll find his take thought-provoking.

Drew: Why do so few companies truly offer exceptional customer service?

John: The view customer service as an expense rather than an asset, yet in down economies, the only businesses surviving with long term sustainability are the ones that focus on making the customer experience their competitive advantage.  A company’s strongest asset in any economy is customer loyalty.

Drew:  What are the top 10 obstacles to providing great customer service?

John:

1. Lack of service aptitude.
2. Decline in people skills.
3. Inability in connecting employees’ jobs and their importance to success of the company.
4. Poor hiring standards.
5. Lack of experiential training.
6. Not letting employees have input on systems.
7. Failure to implement and execute consistently.
8. Lack of a strong employee culture.
9. Lack of measurements and accountability.
10. Focus on artificial growth.

Drew: Some suggest that you either have the customer service gene or not.  Can it be taught and if so, what are the keys to successfully teaching it?

John: I disagree, most people have low service aptitude when they enter the world of business, because service aptitude is based on one’s life experiences & previous work experiences.  

Front line employees do not make enough to drive Mercedes Benz, fly first class, or stay at five star hotels, yet leaders expect those same people to provide a world class experience. They do not have  clue what truly world class is. 

Service Aptitude:   A person’s ability to recognize opportunities to exceed customer’s expectations, regardless of the circumstances. 

It is companies & managers responsibility to elevate and dictate new and existing employees Service Aptitude through soft skill training and constant awareness to what world class looks like. 

Drew:  What do you find to be most surprising when you think about incredible customer service?

John: When someone anticipates your needs before you are even aware of it and when someone handles a challenge even when it is not their fault.

Drew:  How will someone be different after they attend the Secret Service Summit?

John:  The Secret Service Summit is about creating a customer service revolution, which is; A radical overthrow of conventional business mentality designed to transform what employees and customers experience. This shift produces a culture that permeates into people’s personal lives, at home and in the community, which in turn provides the business with higher sales, morale and brand loyalty– making price irrelevant.

So what do you think?  Is he right?  Do you think everyone can be taught how to deliver exceptional customer service or is there an innate gift that makes some people remarkable and others just passable?  

Marketing tip # 71: How many hooks have you set?

October 25, 2010

Whether it comes to fish or our customers, the more hooks we have in them, the more likely we're going to be able to keep them!

I'd like to think the "hooks" we have in our customers — the reasons they can't imagine going anywhere else to buy what we sell, aren't painful, but in fact… they're the little things we do to be so remarkable and so unforgettable, we have earned their business and their love for life.

That's the way we should be setting our hooks. With love.  It's all about creating that love affair with our customers.

I was speaking to a banking association last week and told them the story of a bank who happens to have a significant population of 70+ aged customers.  Which makes social security day a busy one!  Lots of elderly ladies showing up to deposit those checks and then they hang out for awhile.

The bank saw the opportunity and began providing cookies and coffee.  It was a white haired networking extravaganza.  Now, that's a nice hook.

But the bank tellers took it to a whole new level.  They started noticing if some of the regulars hadn't been in the bank for awhile and they took it upon themselves to call those customers (often widows who lived alone) to make sure they were okay and if they needed any assistance.  Some of the elderly actually broke down and cried on the phone because they were so touched by the concern.

That's setting a hook with love.  And that's how you keep a customer for life.

Marketing tip #57: Charitable dollars are marketing dollars

October 19, 2010

I believe that every business has a responsibility to give back. No matter where you practice your trade — there's a community that makes it possible.  To not share your time, talents and treasures is irresponsible and short-sighted.

I honestly think most companies share that belief and serve their communities well.

At MMG, that's why we started the Adopt a Charity program several years ago.  We also make cash donations, serve on boards and volunteer for the charities that matter to us.

That's not just because we're good people.  It's because it's smart business.  And here's the part of the message that makes people uncomfortable.

There's nothing wrong with a business benefiting from the good they do.  In fact…every charitable dollar you spend is actually a marketing dollar.

You wouldn't buy equipment that didn't help your business grow or spend money on computer software that didn't serve your clients better.  So why should your charitable gifts be any different?  

Every dollar or hour you donate is a business asset.  So spend them wisely.  If you're feeling charitable, make sure you get the maximum bang for each buck.  Here are some strategies to keep in mind.

It's better to give big to a few:  Don't get caught up in the "but we don't want to say no to anyone" trap.  If you give a little bit to everyone, you end up being one of 42 logos on the back of a 5K run t-shirt.  

It's far better to be the presenting sponsor or one of an elite group of sponsors.  You'll get a lot more exposure and you're giving enough money to actually make a difference.  Writing 100 checks for $25 is a waste of your efforts and isn't really impacting any of the non profits you support.

You won't get what you don't ask for:  When you're donating your money or your talents, don't be shy.  Ask for the recognition that will benefit your business.  

Want your logo on the greens at the charity golf tournament — ask for it.  Want to have your efforts recognized at the next board meeting — ask for it.  Want the celebrity host at the auction to appear at a private client only cocktail party before the event — ask for it.

Think about how you can leverage your donation.  What will cost the non-profit very little but provide your business with a boost?

Be creative in the perks:  There won't always be an opportunity to have your logo plastered on an event or get naming rights.  After all, you might not have $25K to donate. Even if your charitable gifts are modest — you can still enjoy some marketing benefit.

An introduction to an influential board member, a thank you from the podium, or four tickets to the fancy dinner/dance (two for you and two for your best client).  Don't think that only the big donations can garner a return on that investment.

Everyone of us should give back.  It's part of being a good neighbor, a good business and a good corporate citizen. But, there's no reason it can't be a win/win situation!

Want to network AND get smarter? Check out these conferences

October 17, 2010

There's no better way to learn than to mingle with smart people, learn from smart people and share your own smarts.

There are three excellent opportunities to do just that in November.  Check them out.

I Blog Conference — November 5-7 (Perry, IA)

The I Blog Conference was designed to educate and celebrate bloggers in the Midwest. Sessions are filled with useful information from the brightest minds in social media. Whether you're just beginning your journey into blogging and social media or you've been building your brand for years, the I Blog Conference has relevant information for everyone!

The I Blog conference takes at the historic Hotel Pattee in Perry, Iowa; just minutes from Des Moines. You'll be embraced by the charm and history of Perry as you check into one of the 40 tastefully themed rooms and enjoy specially prepared meals from the extraordinary chef at David's Milwaukee Diner. 

The Secret Service Summit — November 4 – 5 (Cleveland, OH)

The Secret Service Summit is a 2-day customer service learning experience where 10 speakers, authors and top brand executives from leading national brands, share HOW to evaluate, improve and become a 'World-Class Customer Service organization. Speakers include Dennis Snow from Disney, Amy Mendenhall from Hallmark and Aveda's CEO, among others.

The Senior Marketing Executive Conference by The Conference Board — November 9 -11 (NYC)

In 2009, The Senior Marketing Executive Conference was cited as the #1 Senior Marketing Venue Globally; this year’s 2010 conference promises to deliver. You will hear some of the greatest business marketing stories of our time—directly from the leaders. Speakers will include Steve Forbes, Tony Hsieh from Zappos, Shelly Lazarus from Olgilvy, Seth Goldman from Honest Tea and many others.

Day 1 you will hear the presenters focus on 7 focus areas like innovation and social media. Day two will be selected case studies and will wrap up with a panel discussing how to implement the 7 focus areas.

If you'd like a discount to this conference, please use the code DM1 and save $500!

Help bring clean water to the world’s children!

October 15, 2010

Today is Blog Action Day….and this year's focus is water.  Which fits perfectly with our efforts to drive Age of Conversation sales — all which benefit charity: water. Remember, 100% of the proceeds from the book sales goes directly to the non-profit's efforts.

The Age of Conversation Official Charity – charity: water

The first piece of news is to confirm that the charity that benefits from each and every sale of each and every book, is charity: water. charity: water is a non-profit organization bringing clean and safe drinking water to people in developing nations. 100% of public donations directly fund water projects.

Amazingly, just $20 can give one person clean water for 20 years. An average water project costs $5,000 and can serve 250 people with clean, safe water – so purchasing a copy of the Age of Conversation 3 really can make a difference to someone’s life!

An AoC3 Bum Rush for Blog Action Day, October 15

Here's how you can 

The step-by-step is as follows:

1. Buy the Book and ask others buy the book. If you work in an agency or another business that gives books as gifts, get your company to purchase multiple copies and give them out as year end gifts. This is the #1 call to action, because this is where we want to see the most impact. NOTE: Please buy 1 copy at a time because Amazon counts bulk orders once, and please use these affiliate links, which will help us in tracking sales. Remember, all the proceeds from the book sales and referrals will go to charity water:
2. • Kindle Version
   • Paperback Version
   • Hardcover Version
3. Twitter Commentary – Join the AOC authors as we give a Bum Rush play-by-play on Twitter. We also ask that everyone saying anything about the Bum Rush to use the code #aoc3 so that it can be picked up by What The Hashtag.
4. Trackback or Comment on the post that Gavin will leave here today, so that everyone can follow the conversation and help promote exposure on social sites (Digg, StumbleUpon, Del.icio.us, etc.)
5. Digg the posts listed here and send emails and shouts to friends requesting Diggs.
6. Stumble the posts listed and tell friends to do the same.
7. Bookmark your posts on Del.icio.us
8. Don’t forget Facebook – Make sure to become a Fan of AoC3 and to contribute to our wall
9. Send an Old Fashioned email to your friends about the Bum Rush for AoC.

In advance — thanks for supporting Age of Conversation III and for allowing your dollars to provide clean water to some of the world's poorest communities.