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Can you brand your clients’ holiday gift?

December 13, 2007

Have the holiday gifts begun to accumulate at your place of employ?  Have you decided on/delivered your season’s greetings?

Over at Marketing Profs Daily Fix, I raise the issue of branding your holiday gifts.  I’m not talking about giving someone a pen or t-shirt with your logo on it.  (You’re not doing that, are you?)  I’m talking about selecting a gift that will stand out from the others because it could have only come from you.

Come on over and share stories — either from the giving or the receiving end!

Here are some other takes on the topic:
8 client gifts to show your appreciation
Fewer small business owners will give clients gifts this season
Client gifts as a marketing tool
Top client gifts
All I want for Christmas is…

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Who is ready to grab the mic?

December 12, 2007

A few weeks ago, a rowdy band of bloggers covered for me while I vacationed.  I loved the variety of voices, the great conversations and the reader response. 

In fact, it was such a hit that I’ve decided to try something for a bit.  Grab the Mic Fridays. 

What does that mean? 

It means I’m hoping to have a guest post from someone wickedly smart and engaging every Friday.

Here’s how it is going to work.  If you’re interested…please read this post so you can get a sense of who reads this blog.  Then, e-mail me with your guest post idea and we’re off to the races.

You do not have to be a marketing professional, but the topic must be relevant to business owners, marketing professionals, marketing bloggers and the like.

You also don’t have to be a blogger.  Just someone with something of interest to share.  Speaking of sharing…this is about giving away your expertise, thinking or passion.  Don’t bother to e-mail me if you want to hawk something.

So, what do you say….you want to grab the mic?

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Starbucks waters down their blend…er, brand

December 11, 2007

In response to reduced foot traffic, Starbucks has launched their first foray into TV advertising. 

According to an article in BrandWeek, Starbucks CEO Jim Donald is quoted as saying "we’re trying to reach out to this broader audience that maybe has not had a chance to experience Starbacks."  Sorry Jim…but exactly where are you running these spots?  Outer Mongolia?  Who on this planet has not had the chance to experience Starbucks?  But I digress.

The trio of spots carries the "Pass the Cheer" theme.  YouTube has a foreign version, but you can see the US trio here.

I think these 3 spots are the perfect case study for what’s wrong with much of TV advertising today.

They’re fine. 

Which is exactly the problem.  The animation is fine.  The music is fine.  The message of warmth and goodwill is fine. 

But none of it says Starbucks. 

Most of it doesn’t even say coffee, let alone point to a specific provider.  One of the golden oldie rules of branding is if you can swap out the current logo and replace it with a competitors — you’ve got problems if the spot still works.

Well, guess what — the spot still works.  (Although I will argue, it’s weak for any coffee company.)

Over at John Moore’s Brand Autopsy, there’s the suggestion that the spots are better suited for Caribou Coffee.  Perhaps. 

But really the point is…in a world of grande, skinny, half-caf, double shot mucho mocha lattes — the Starbuck’s spots are a plain cup of black coffee.  No matter whose logo is on them.

How disappointing from the company we marketers often point to as our branding example. 

Related posts:
Evidence that we need to pay attention to our brand
How is your blacksmith shop different?
Branding best practices

 

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Consumers Spill: White Lies They Tell Businesses/Business Owners All the Time

December 9, 2007

~ I really care about you or business’ success.

~ You looked so good in your TV commercial.  You should never pay for professional talent.

~ I don’t know how much I have to spend.

~ I behave just like everyone else in my demographic.

~ I don’t mind waiting for you to finish your personal conversation before acknowledging me.

~ It’s okay to ignore me if you don’t know the answer.

~ Let me get right back to you on that.  Thanks so much for the cold call.

~ No, no….everything is fine.  We’ll be back soon.

Of course, the consumers don’t utter these words.  They just behave politely and sales people and business owners make erroneous assumptions every day, based on those behaviors.

Which of these lies are you choosing to believe?

Note:  This post was instigated by Brian Clark of Copyblogger fame. He wrote a post claiming that you can always get blog post inspiration from the cover of Cosmo magazine and challenged his readers to give it a try.  Hat tip to my friend Director Tom for reminding me to take part.

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Looking for some great reading?

December 8, 2007

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You are always on stage

December 8, 2007

I pulled into a Jiffy Lube to get my oil changed.  The guys had the bay doors closes to keep out the wind. 

Just as I was about to knock on the window, I heard the very annoyed manager ripping into the employee standing next to him, "I don’t give a %$#* if you need to…"

He then turned, saw me and came out with a big smile on his face.  A little late for that. 

He had forgotten (or never learned) a key business lesson.

You are always on stage.

If you were to get a job at Disney World, you’d go through three days of "The Disney Way" training.  It doesn’t matter if you are sweeping up popcorn, running an attraction or putting on the Goofy costume.  Everyone goes through the training.  And one of the core lessons taught to the cast members is….you are always on stage.

If a customer can hear, see, touch, smell or taste you (okay the last two are probably not as likely) then you are on stage.  You should behave as though the most important customer in the world is right there. 

Because it might be true.

Related posts:

Hey customer, thanks for calling.  You’re fired.
Silence kills a relationship
Good customer service can be MAGIC!

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Thinking of going into marketing?

December 6, 2007

Somehow through the years, I’ve befriended many people who teach a college course or two.  Which means I get to speak to many a college class. 

Recently I was asked to give a presentation about my career path and how to break into the business.

Here are some of the lessons I shared:

It won’t go as you expect.  One of the most valuable skills a marketer can have is the ability to dip, dodge, dart and dig.  Flexibility and the fortitude to endure constant change is a must.

It’s not about the money.  Sooner or later, almost everyone takes "the" job for money.  And quickly realizes what a huge mistake that is.  The job is grueling.  Do it because you love it.

Be memorable.  This is a business filled with smart, funny superstars.  You have to find a way to stand out.

Do whatever it takes to break in.  After the first job is on the resume, it gets much easier.  But that first one is a bear to get.

Look for opportunities others don’t want — clean up the biggest messes.  This is a great way to get noticed and demonstrate your passion for the business.

Always be the guy/gal on the bottom of the pyramid.  He who supports his teammates will ultimately shine.

Never work for a jerk.   Life is too short and there are too many good bosses out there.

Soak it all in.  This is probably one of the most amazing  eras of marketing — and you get to live it.  Revel in that.

Steven Silvers at Scatterbox had some advice for students as well. 

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Are you an elf or a scrooge?

December 6, 2007

No, I’m not really polling you about your pre-holiday state of mind.  (I won’t ask if you don’t!)

But this holiday season, you can fashion yourself as an elf, scrooge or even a chipmunk! Viral marketing campaigns that allow people to add their own voice or picture and share them with  their friends is all the rage. 

Check out these interactive campaigns. 

Feeling the season? Turn yourself (or a friend) into an elf.  (check out this crazy elf!)

Feeling a little bah humbug about the holidays?  Turn yourself into scrooge.

Remember sucking helium from a balloon?  Turn your voice into a chipmunk’s.

Love football this time of year? How about doing your own victory dance?

So here’s the real question.  These campaigns drive a lot of traffic to your website.  They’re sticky, funny and very viral.  Are they about branding?  Does it make you want to buy stuff at OfficeMax or drink CokeZero?  Or see the new movie?

Do you think certain products, services or companies can benefit more from this sort of campaign?

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Do you know what’s impossible about this blog?

December 5, 2007

Well, to be honest, neither did I.

Which is why I was so excited when I received notice that Drew’s Marketing Minute would be the first blog EVER to be critiqued by the Kaiser (and Marcus Brown) in the new and free service….5 impossible things you didn’t know about your blog.

I don’t want to spoil the enjoyment of reading the assessment, so all I will say at this point is that I’m going to write about beer very, very soon. 

And I know it’s difficult to control yourself, but do try.

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Logo re-designs — a good idea or bad?

December 5, 2007

It seems like a lot of companies are getting antsy about their logos.  Whenever that happens — they get a bug to "update" their current logo.  Sometimes that’s a great idea.  Other times, a bit of a disaster.

Chrys Bader of Clever Cookie has gathered up many of the most recently revised and put together his own critique.

A logo revision is such a fine line.  A company’s logo is one of their biggest assets.  But, over time some of them begin to look a little dated.  But the general feel/look of it should be timeless.

Head over to Clever Cookie and then come back and tell us which logo revision do you think hit it out of the park…and which one struck out?

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