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Where’s The Caring

February 7, 2010

Tags: Albany, business review, cadillac, chevy, hannaford, honda, price chopper, toyota, walmart
Categories: Ad/Marketing Agencies, Advertising, Brand/Reputation, Customer Focus, Marketing Blueprint, Marketing Message, Strategy

They may as well go ahead and declare today a national holiday. As I write this, Super Bowl XLIV kicks off in a matter of hours.

Tens of millions will tune in. Most for the game. Regardless – it’s what they call “appointment TV.” The Olympics start soon too. American Idol is in full swing. Fire up the DVR.

Pulling interest and creating loyalty to a group of stars or a certain concept is what network programming is all about. They seek the magic formula that’ll get you coming back for every episode. What gets you to care.

That’s your job too. What gets your customers to care about you?

The Albany Business Review has an article on Price Chopper’s (Golub Corp.) Fuel Advantage program this week. That’s the program that gives you a discount on gas for shopping with them. They’ve meshed two things you deeply care about.

Food and Gas. Basic.

The equation is even clearer for them because local competition is among just a few major brands. Although they are tough competitors – shopper in this market basically choose from Price Chopper, Hannaford, and WalMart when it comes to supermarkets.

You win the tug of war, more come to you. Of course, there’s a new match regularly. Each seeking that little edge over the other.

It’s more difficult to find the caring when you offer a product or service in an exceptionally crowded field. Or if you’ve basically become a commodity.

Now what?

In this scenario, finding the caring often comes down to who’s the more relevant to the customer. What are they looking for besides your offering? Is it comfort and trust. Personal relationship. How green you are? Convenience? Who your other customers are?

It’s somewhat different in each market category. Each geography. Your job is to find it. Find what’s most relevant to your targets and ensure that your businesses authentically offers it.

For years, saying something is the “Cadillac” of [insert type product of service] said it was the best of the best. A “Chevy” or a “Honda” (sorry Toyota) means affordable and/or reliable.

Find the caring. Be real. And find your customers.

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I Will Never Fly

January 24, 2010

Tags: Albany, Burst Marketing, Contractors, Figure Skating, marketing, Olympics
Categories: Brand/Reputation, Business Development, Marketing Message, Strategy

It’s almost Olympics time…and American’s are getting back in touch with the sports they never much care about during any other time.

So during last night’s figure skating tuneup (for watching it on TV), my friend asked me an interesting question -

“If you could be any Olympian, in any sport, what would it be?” “I’d like to be able to fly on my feet”, I said, “to win the 100 meter dash and be the world’s fastest human!”

Cool huh? Never happen. But ain’t it fun to dream?

Some businesses though, seem to confuse their dreams with reality.

One research project we completed on the Albany contractor market revealed this example:

This company, a top 5 player, is in on all the major bids in the market. They do good work and win their fair share. But, somewhere deep inside, they dream of being a beautiful showroom, dazzling the public with their offerings rather than embracing the hardhat that pays the bills.

That disconnect between who you really are and who you really want to be can create confusion among customers.

This firm did open a showroom, and our research showed that some of their commercial customers became confused about who they were. And, it cast doubt on whether they were focused enough on their core business to be awarded the next bid – regardless of their pricing. True or not – that’s not the type of doubt you want hanging out there.

There are many, smart tactical approaches you can follow to spread your wings into new markets.

Dreams of being a betterfly can provide ample motivation. Be sure, however, to first embrace your inner caterpillar.

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Flexible Not Permanent

January 18, 2010

Tags: Burst Marketing, businessweek, Recession, temporary workforce
Categories: Brand/Reputation, Business Development, Courage, Customer Focus, Decision Making, Economy, Management, Ownership, Strategy

The current issue of BusinessWeek features a story on the pervasiveness of a flexible, temporary workforce.

It’s not hard to understand why.

The Great Recession has made everyone gun shy. Using temporary workers is a way to hedge your bet. Wait until you can be sure business is back before taking on the expense hiring full-time workers.

26% of America’s workforce are “non standard” – temps, contract workers, and part timers. And from a risk-control perspective it makes sense.

But here’s a question:

Is your business part time? Is serving your clients and customers a part-time gig? How about sales?

The danger of a temporary work force is that they may have no real investment in your Company’s success. Caring about the job is a paycheck thing, not a customer thing.

Investing to add a qualified member of your team or paying to have a specific task done or hours filled -

Which is the bigger risk?

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Is The Ice Melting?

January 14, 2010

Tags: 2009, 2010, Burst, CEN, marketing
Categories: Business Development, Economy

Several of us Bursties attended a meeting of the CEN (a network of Capital Region manufacturers) in Albany this morning.

We heard some encouraging news.

Several of the owners and executives present reported that the 4th quarter of 2009 showed distinctly better results than the rest of that wretched year. (Henceforth known as the year which shall not be named!)

Better yet, the thaw seems to have some legs as many see continued improvement as 2010 comes out of the gate.

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Does “Free” Really Work?

January 3, 2010

Tags: 2010, Albany, Burst, free, marketing
Categories: Advertising, Customer Focus, Marketing Message, Strategy

Over recent years I’ve taken to reading a few business books that I think might be relevant over the coming year. Sort of a way to get the mental matter primed and ready to rock in 2010.

One thing I really want to know is what makes people tick after 18+ months of this oppressive economy.

So I spent a couple of hours in Borders and picked up a few books to start with. The one I started this morning already has my mind reeling. And I’ve only read the introduction.

Here’s why I’m a little freaked:

Greed (money, offers of discounts or “free” things, etc.) may actually interfere with getting a target to do what you want them to do.

Again. Paying Money or giving something for Free won’t work.

As I find out more I’ll keep you in the loop. Stay tuned.

Posted by: Steve Banis

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2010 – What’s Next

December 20, 2009

Tags: 2009, 2010, Albany, Burst Marketing, ny, trends
Categories: Decision Making, Management, Social Media, Strategy

With a little over a week left in 2009, it’s time to turn our full attention to 2010 – the last year of the first decade of the 21st century.

Over the next few weeks, we’ll touch on what I believe are some of the trends to look for in business, marketing, the economy, and social dynamics – and how they may affect you.

But first 2009. Wow. Enough said?

I think most would agree that the economy was the story in so many ways. How many banks are there in the country now? 3 maybe? (ok there’s at least a dozen.)

Here in Albany, NY, we saw two democratic state senators switch to the other party – triggering the most embarrassing political fight I’ve ever seen or ever want to see – only to see them switch back and one of them raised to the leadership post. State government erupts while the cities, counties, and towns burn with unemployment and shrinking revenue.

Global warming / climate change takes center stage in Copenhagen and businesses worldwide do their best to wrap themselves in “green causes.”

2009 was also the year that social media supposedly came of age.

While foreign governments shut down the Internet in their countries, citizens ran through the streets and tweeted about what was going on with the help of surrogate computer users in other countries. Cameras showed our national leaders tweeting during the State of the Union.

Of course, 2009 was so much more – suffering and ecstasy. But there was more suffering I think.

What will 2010 bring? There will be a lifting of the economic haze that settled over our country during the last 2 – 3 years. Once that haze lifts off the ground, we shall see the new business landscape.

One topic will be demographics…the continued shift towards an overall older population…a relatively large younger generation raised online…and a shrinking middle class frightened by lots of things.

What else?

Rising interest rates – but still no money to lend
Trust first
Conventional marketing comes back – but moves forward too
And more…

2010 – ready or not, here it comes.

Posted by: Steve Banis

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Success is Failure

December 14, 2009

Tags: business management, entrepreneur, founder, growth
Categories: Uncategorized

I saw a presentation today that reminded me of a classic entrepreneur’s dilemma.

The single mindedness brought to the table by a company founder is the driving force behind the early success of a new venture. Then building a small team of trusted compatriots provides the complimentary fuel to achieve hyper growth over the next several years.

Up till this point, profits and personal income have risen with sales, although not quite as fast.

Then, something unexpected happens – profits drop or disappear altogether. Even if sales continue to flow.

Why?

It’s a lack of controls, process, and “professional” management. A founder at this stage will either retrench or put their head down and drive forward in the belief that more sales will fix everything.

In fact, more sales will only make things worse.

This is the moment of truth for the founder(s). Will they allow themselves to come to the realization that they need to stick to what they do best while hiring professional management – even if it turns out one of these new managers becomes their boss?

If you’re lucky, your business will reach this point if it hasn’t already.

Posted by: Steve Banis

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Early Results on Holiday Spending

December 7, 2009

Tags: Albany, consumer, holiday, marketing
Categories: Advertising, Customer Focus, Marketing Message, Strategy

Reports of consumer spending over the Thanksgiving weekend, including Black Friday, noted that overall spending was slightly above last year’s. However, before we get all giddy, the numbers also showed that spending per person was down quite significantly.

It seems that many were taking advantage of discounts not necessarily to buy fun gifts for those on their lists, but rather were buying more expensive necessities that they couldn’t afford without the discounts. For example, sales of vacuums are up. As are towels and sheets.

Sure there are plenty of LCD TVs moving, but entry-level sets can be had for 50% of what they were last year. So the splurge is relative.

For current marketers, the implication seems to be that consumer (and most business) purchases will remain in the arena of “gotta have’ vs “wanna have.”

Spending is slogging back – so long as interest rates and inflation don’t begin to spike. Your marketing message ought to emphasize the pent-up demand for obtaining the items that keep things running. Greater efficiency is nice too, but not at exorbitant cost. Some reasonable upgrades will makes sense too.

We’ll see how things develop. But start making plans to come out from your hiding places and keep it down to earth.

Posted by: Steve Banis

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Burst Marketing

Where’s The Caring

I Will Never Fly

Some businesses though, seem to confuse their dreams with reality.

Flexible Not Permanent

Is The Ice Melting?

Does “Free” Really Work?

Here’s why I’m a little freaked:

Success is Failure

Early Results on Holiday Spending