Insight Advertising, Marketing & Communications

Rural Lifestyle Radio Show

Just a brief reminder for those of you in the Des Moines market...our Rural Lifestyle radio show is on the air Sunday morning at 8am on 98.3 WOW-FM. It's a signal you should be able to hear for at least 50 miles outside of Des Moines.

If you would like to read what we're talking about tomorrow all you need to do is click here and you get to go the the Highway 6 Blog.  It's that easy.

Quick note:  I spent most of the day at the Iowa Horse Fair with a couple of clients.  What a great experience to be able to work a client booth and learn first hand what the consumer wants...and needs.  Spent most of the time listening to the consumer...what a great time.  Now, what we do is go back to the table with new ideas and new marketing methods.

Thanks for reading and now for listening!  Michael Libbie - Insight Advertising Marketing and Communications where you can always reach us by clicking here.

Radio & TV Disclaimers....

So, I'm cutting these radio ads the other day for a client and while in the studio I listen to somebody's ad that has the back twenty seconds of the sixty second spot filled with a disclaimer...

I started working in broadcasting with Marconi. (Yes...I'm that old...or feel like it sometimes). Back "in the day" we didn't much worry about long disclaimers when we cut a radio or TV ad.  You know, all that fast language or small print that the industry lawyers have insisted be in advertising for "the good of the consumer" or business.  Trouble is...nobody can read it...and when heard it's hard to figure out what the speeding mouth is really saying.

So, what's the point?  Really?  Sure, I guess a "fool and his money" are soon parted and if you are advertising a pack of lies or "something too good to be true" you should be forced into warning the public that if they really buy it.  It's "buyer beware".

So, the real question might be:  Why bother?  When you hear or see an ad that has all the disclaimer language do you really trust the message?  Why not spend the time, when you are shouting out the wonderful pricing or benefits of the product or service, simply tell the truth.  Right there...during the ad.  It's easy, truthful and more believable.

What say you?

Michael P. Libbie - Insight Advertising, Marketing & Communications where we help you make your good product or service...great.  You can reach us by clicking here.

Old Fashioned Marketing

This weekend we're headed to the Iowa State Fairgrounds to do some "old fashioned" marketing.  The event is the 25th Iowa Horse Fair and we've got a couple of clients we're going to work with.  Our job?  Listening.

It's called being in touch with the customer.   No, we're not going to actually "sell" our clients products.  We're there to listen to what potential customers have to say about our client. 

We want to know if anybody has heard of Running Horse - Elite Equine Nutrition products.  We want to know what people think when they see the signs, the bags, the brochure.  We want to gain some first hand knowledge about the consumer...in other words...what do we need to do to drive business and help our client make their good product...great?

We'll also be hanging out around the FOTON Compact Tractor booth.  For those of you outside this area you may never have heard of the brand.  That's OK...the local dealer Mayer Farm Implements has sold over 70 of these units (25 - 82 horsepower) over the past 20 months...pretty good.  We're also there to learn more about what we're doing right...and what we might do better.

So, why am I telling you we're gonna do some O.T. this weekend?  Because it's important to have an advertising or marketing agency that does that sort of thing.  If your agency doesn't...you should demand it.  If YOU don't do it..."listen to the consumer"...you should be.  But, remember it's hard to listen while you are selling.

If we can help...

Michael P. Libbie - Insight Advertising, Marketing & Communications where we help our clients make their products...great.  You can reach us by clicking here.

"Thank You" Still Works

Last night the Iowa Stars Hockey Team (AHL affiliate of the Dallas Stars) held their annual Season Ticket Holder Party at Wells Fargo Arena here in Des Moines.  Fans had access to the staff and players for over two hours and...

while the team was saying "Thank you" to the fans for their support I was touched by how many of the fans I heard say, "Thank you for your efforts." 

It didn't much matter who was in earshot fans and players alike were involved in an evening of recognizing the importance of each other.  Sure, we pay for the privilege of going to the game and watching these young men play for themselves and for the team...but it's always neat when both sides understand how important the relationship is.

In addition to the mutual appreciation event the fans were also treated to an evening of one on one access to players and coaches (Photo: Coach Dave Allison).  We got to ask pointed questions and they got to respond.  How refreshing!  (I still think we need an "enforcer".)

Finally the management, staff and players all had great things to say about Iowa and Des Moines.  While we've got a couple of Midwest players (Minnesota and Michigan) Most come from quite a distance...Canada (both rural and urban - French and English), Sweden, Czechoslovakia, Hungary and many more.  All of them...each and every one praised Des Moines and the people of Iowa.  That was really nice.

Bottom Line:  So...do you say "thank you" to your customers often enough?  Do you take the time and spend the money to listen to what they have to say?  Is your relationship with your customers one sided or do you really want to learn?  Finally, just like there are other cities...so too there are other products like yours.  Do you spend your time building up your product or tearing down others?

John Pettit and his staff weren't betting on a Business Blog this morning...but they did something all of us can learn more from.  Thanks!

Michael P. Libbie - Insight Advertising, Marketing & Communications where we're not only grateful for our clients...it's our business to be listening. 

They Should Ask First...

Logos are an important part of brand building and we spend alot of time with clients making sure things match...  We want the logo to match the market, etc.

That's why, when I saw the brand new Iowa Department of Agricultutre and Land Stewardship logo, my first question was, "Are they drinking that heavy down at the Wallace Building?"

Here is the "old" IDALS logo.  It's pretty simple...round...and just  two colors.  But it's served pretty well and gets the point across that the agriculture department is focused on more than just corn and soybeans.  The department two months ago changed the red to green and we figured that was the only change to be made.

But, yesterday we got this.  Two words..."Oh, my!"  Gosh gang...if you had only asked us first we would have been happy to spend some time and help you create a good looking piece...  But this?  And in yellow and green....  Wonder if John Deere made a big contribution to the campaign?  Problem is it already looks tired and old...and it's only been around for a couple of weeks.

If nothing else...at least we can do a geography lesson with the new logo..."So, where do you live?"  Me?  Pretty close to the silo and we've got an acreage up by the "I" in agriculture.

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can always make contact with us...by clicking here.

Are You "Selling" the Right Thing?

Yesterday I was out selling our Rural Lifestyle radio show here in Des Moines.  I stopped at a retail store that is perfect for the demographic the show is attempting to reach.  It wasn't my first visit there...but what I heard from the owner... 

The owner told me he was struggling to figure out what type of advertising works and what does not.  Common issue.   I asked the owner "what" he was advertising.  I think he was surprised by the question...like, "What do you mean what do I advertise?  I advertise the stuff I am trying to sell.  You idiot!"  But he was nice...he didn't say "idiot".

He told me exactly what most retailers would say..."I advertise the products I am trying to sell."  Trouble is...he is advertising the wrong things.

Here is what he should be advertising...and yes, I told him:

• His Location - He is situated in one of the very best places for the type of product(s) he is selling...very near where people who would use his product(s) gather several times each year...in mass.
• The Quality - His store is the very finest in the region...note I did not say area but REGION.  It is that nice!
• Him - I think this is the most important thing he is NOT advertising.  The store owner has real working knowledge of the products he is selling.  Many buyers of his product need to know that...so they make an informed buying decision.

Did he listen?   I'm not sure...but I felt so strongly about this...and some other issues he told me about.  I sent him a detailed letter FOR FREE outlining these thoughts and others.

I hate to see people struggle...with the simple things.

So, are you selling the right "stuff" in your advertising and marketing messages? 

Michael P. Libbie - Insight Advertising, Marketing & Communications where we can help...and you can make contact with us by clicking here.

Compact Tractor Problems...Continue

Dealers selling under 40 Horsepower Compact Tractors must have looked at the recent Association of Equipment Manufacturers (AEM) Flash Report and collectively shook their heads...saying, "Told you so, the compact tractor market is dead!  Now, what am I going to do with these things?"

For the record, the AEM report released this past week reflects sales of equipment for the month of February and it said under 40HP tractors tanked by 20%.  A big number...but we think meaningless.  In other words....dealers should now ramp up their marketing efforts...not slow down.

We posted about compact tractors back in December and if you wish, you can read that post here.  We're stickin' to it.  In addition, we think this report tells us what we know:

• Dealers are already stocked and because manufacturers have promoted "just in time" delivery...why buy in the winter tractors you are not going to sell until April?
• Many more players are entering the market.  We hear yet another player will arrive from Europe within the next six months.
• There is a sense of "jitters" (oh my!) in the market.  John Deere changed their advertising agency relationship this past year, Montana tractors last week changed internal direction by shaking up their leadership and a host of other companies are fighting for market share.  Kubota?  Adding product.
• Compact tractor manufacturers have a serious disconnect with their more traditional dealers.  Translation...the dealers still don't "get it" while manufacturers are (after five years) still teaching.

But, that is only our take....  What say you?  If you have a stake in this market...we'd love to hear your thoughts.

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can see our work...or make contact with us by clicking here.

Iowa Sportsman Radio Hour

Some of you may know we do a radio show on 98.3 WOW-FM about the Rural Lifestyle...but since November I've co-hosted an outdoors show on the same station each Monday evening at 7:00PM.

My Co-Host for the show is the Executive Editor of The Iowa Sportsman, Thomas Allen.  Thomas is THE hunters hunter and fishers...fisher?  That didn't come out right.  He is as accomplished with a bow as he is with a shotgun or rifle.

Each Monday evening we talk about the Iowa Outdoors, what to do, where to go, and things that should be of concern to people who hunt, fish, hike, bike, camp...just love the outdoors and our great state.

On the show tonight we'll have Robin Pruisner from the Iowa Department of Agriculture.  She is the State Entomologist and is going to share with us a story about the Emerald Ash Bore.  It's no laughing matter...these little green insects have been known to destroy acres of Ash trees in as little as a growing season.  Currently the EAB is not in Iowa...but our mission is to keep it out.  We'll have some solid tips.

We're also going to talk about a Bill that is currently stuck in a legislative committee.  The Bill has to do with Iowa air and water and property values.  HF 873 sets some space restrictions and regulates how far from rivers, streams, lakes and private property a builder can construct a hog feeding facility, cattle feed yard or a Concentrated Animal Feeding Operation. (CAFO).  If you like the Iowa Outdoors...you should pay attention to our discussion tonight.

It all gets underway this evening at 7:00PM on 98.3 WOW-FM here in Des Moines.  Apologies to our out of area readers...more tomorrow about advertising and marketing...your things!

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can make contact with us by clicking here.

Sunday Morning Coffee...

Sunday mornings are a good time to catch up on a wide variety of items...some business...some not.  All, we hope, have a grain of information you might use.  Thanks for coming by...pour a cup and let's get started.

You have them...we have them...and they can be the very best thing or a nightmare.  Talking about employees or co-workers.  Here is a quick question:  Would you rather have an employee who thinks outside the box and questions the rules and regulations or somebody who accepts the rules and stays out of trying to make sense of the policies?

I'm interested in your thoughts...

Some of you know we do a weekly radio show targeting the rural lifestyle market here in Central Iowa.  This past week we spent most of the show talking about Concentrated Animal Feeding Operations...or CAFOs. (Kay-Foes) with Rep. Mark Kuhn.  HF 873 is a Bill designed to offer some protection to rural landowners, rural homeowners, lakes, streams and the environment. It's opposed by folks who should be embracing the legislation...and some big money.

So, what's this got to do with advertising, marketing and public relations? Lots. It impacts quality of life issues, tourism and economic development.  If you are an Iowan, no matter city or rural, read the bill and decide for yourself.  If you are motivated make contact with House Majority Leader, Pat.Murphy@legis.state.ia.us and Senate Majority Leader Michael.Gronstal@legis.state.ia.us and ask they allow the bill to come out of committee for debate.  It's the right thing to do...no matter what the Farm Bureau says.

Even my Bird Blogs!  This is Kunta and he's BLOGGING.  See, I told you this is serious stuff!  Not only are there Bird Blogs but also Blogs for cats and dogs.  Now, if only some of our clients would get serious about their Business Blogs...we'd be onto something!

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can always make contact with us by clicking right here.

Rural Lifestyle Radio...Hwy. 6

A quick reminder for those of you living in the Des Moines, Iowa market.  Highway 6 - Your Road to the Country airs again Sunday morning at 8am on 98.3 WOW-FM.  It's a rural lifestyle radio program that speaks to the issues of life in the country as well as offering listeners the opportunity to call in and take part.

If you'd like to check out the line up for this week's show...simply click here and you'll head right to the Highway 6 Radio Blog.  Thanks for reading...and now for listening!

Michael P. Libbie - Insight Advertising, Marketing & Communications where, if you want to learn more about our agency...just click here.

Blogging Issues for Saturday!

"Pssst....hey Big Boy are you making some critical Blogging Mistakes?

Folks who write Business Blogs do so, I believe, because we honestly want to share information and ideas with other people.  I know we sure haven't made much money offering "Blogging Advice" to the masses. But it is fun to watch folks grow.

We have, I know, made an impact on a couple of our clients such as the National Tractor Parts Dealer Association (NTPDA) as they ramp up their efforts and have made their Blog part of their website.

We're impressed that our friends from Worthington Ag Parts and Mike Winter have understood the importance of using the Business Blog as a tool to communicate within a company.  Which, by the way, was the Genesis of the Blog.

This brings us to a recent post by our friend and Central Iowa Blogger Mike Sansone.  Mike often gives us material to read, digest and then use it...or toss it.  The other day he directed our attention to Blogger Christine Kane and her 18 Stupid Mistakes Bloggers Make in their First Year.  It is worth a read...for everybody.

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can contact us by....clicking here!

The Saga Continues - Closed Mouths?

There may be more headaches in the pet food world now that MSNBC has announced that rat poison may be the factor linked with recalled pet foods produced by Menu Foods for a host of private label companies.

By the time you read this Blog it may be old news and no, we're not pretending to be a news agency that is delivering you information you can't get elsewhere.  This however, is another major setback with regard to the public relations issues we raised yesterday. 

Now for something different:  When is it appropriate to issue the words, "No Comment"?

• When you are guilty and trying to buy time.
• When you know the answer but can't say.
• When you know, but just want "it" to go away?

I'm really interested in your take on this.  Usually we tell our clients, from the public relations position, that it is always best NEVER to say, "No Comment" because that simply allows all kinds of speculation.  Better, we think to take charge of the issue and respond in a way that does no further damage but can answer the questions by putting the issue out on your terms.

What say you?

Michael P. Libbie - Insight Advertising, Marketing and Communications where you can always make contact with us by clicking here.

Rodney Miller & Dog Food

Two public relations nightmares happened during the past couple of days.  One involves millions of people and their pets as veterinary medical experts continue to seek answers as to why cats and dogs are dying.  The other involves dealers of Montana Tractors compact tractors.  How are they related?

I'd not want to be the ad agency that works for Iams, Eukanuba or any one of the "higher end" dog or cat food companies.  You see, their "premium brands" have been recalled along with Price Chopper and Save-a-Lot.  Seems the same company, Menu Foods makes them all.  No matter if there are different formulas the "cat is out of the bag" in the mind of the consumer.  They have got to be asking themselves, "So, you mean I've been paying premium prices for Fluffy's food and I could have been buying Ol' Roy from Wal-Mart?"  Ouch...this should be interesting to watch.

Meanwhile in Arkansas, compact tractor company Montana Tractor will have some (in the words of Desi Arnaz), "Splainin' to do" when they come face to face with their expanding dealer network.  Yesterday Rodney Miller the, well respected and admired, CEO of Montana Tractor tendered his unexpected resignation.  Montana Tractor, with deep money from the empire of J B Hunt Trucking was on a roll and racking up a solid dealer network along with solid sales.  Rodney, the passion and fire of the company, was well liked and admired by even the competition.

So...what is the connection?  Damage control.  So far....in both cases we're not seeing many positive moves.  Pet food companies are all shaking in their boots as consumers see through a smoke screen.  Compact tractor dealers?  They are going to want answers and reassurance.  So far the corporate website for Montana is pretty silent and looks like "business as usual". (they just switched photos...) But, it's not and dealers now know it.

Bottom line:  Flashy commercials and ad campaigns work great...in the good times...but you also better have a plan in place for when things go south.  And that can happen at any moment.

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can always make contact with us by clicking here.

"The Bag Man" LOVE IT!

I get to read lots of different Blogs and there is never a lack of new and innovative ideas floating around out there.  This recent post by my friend Tom Vander Well of the c wenger group is priceless.  It's some more COMMON SENSE stuff business owners should pick up on but so often don't.  I encourage you to click right here to read all about..."The Bag Man".  The question now is...what are you overlooking in your business that would make a positive influence on your customer?  Enjoy and thanks Tom!

Michael P. Libbie - Insight Advertising, Marketing and Communications where you can always make contact with us right here.

"Nobody will buy it. It's just made too well."

Yesterday we visited about being BOLD and I promised you a story that I found amazing.  Here is is...from just a couple of days ago.

My call to this farm equipment manufacturer was in response to a question I had from another client.  I was doing a little background research.  During the conversation the manufacturer said to me, "We're not having much luck selling our __________. (Can't tell ya.)  The darn thing retails for about 35% more than the competition so we're cutting back and refocusing on our major items."

I asked my friend to tell me the story.  He said, "Well, we make the best ________ on the market.  Nobody puts this kind of steel in their __________, the paint we use lasts and lasts and our moving parts just don't wear out, they are the best in the industry.  But, we can't compete with the competition and their price."

We talked for a bit longer, I offered some free help and they declined.  I can't really afford to give away my services...but these people didn't need much.  Just a swift kick...into reality.

It wouldn't be so bad...but I've now heard this story from two different farm equipment manufacturers in the past six months.  Let's go over the problems:

• "Our product costs more than the competition."
• "We cost more because we build a better product."
• "Service time for our equipment is nearly zero."
• "We can't get people to give it a try, price scares them."

Quick show of hands... How many of you would love to have those problems?  I would.  And, tell you what else.  IF this company hired us to turn them around...we'd have it done in less than a year.  It's all about focus and knowing the customer. 

They are trying to market their high end product the same way every other manufacturer of this type of machinery does.  That is why it is not working.  There IS a market for this...they just don't see it. Swinging a stick with a blindfold on. 

The funny thing is, this company really doesn't have any competition.  They just don't know it.  I sometimes wonder how many good companies go south because they just can't see the opportunity. 

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can always reach us by left clicking here.

Two B BOLD!

I think I'm going to quit the advertising business...that is...if one more person comes to me and says, "We like the concept, but shouldn't we tone down the wording?  Somebody may get the wrong idea." 

Why are we so nice?  Never mind that the competition would love nothing more than to see your company featured on the Obituary Page of the business record.  I have friends from New York who scoff at us here in the Heartland and trade jokes about how "Nice the Midwesterners are..." while they create the next project to separate us from our hard earned dollar.

OK, OK....I'm ranting now.  Doing so...maybe helps me get your attention.

Here is a case study:  We have an existing client that has a great alternative for a product commonly used in agriculture.  These folks have been in business for 15 years, have an excellent track record and proof positive that their product is superior to the the "traditional" product used by 90% of row crop farmers.  Yet, they were going nowhere.

Never mind that the new product was cheaper, worked faster, caused less disruption to the soil and actually worked.  Dealers simply were not "buying it".  So, last year I had a meeting with the client and said, "This is nuts...let's pull off the gloves and be BOLD!"

We quit trying to "spoon feed" dealers and went directly to the consumer with some pretty bold statements and the proof that backs it up.  We did some aggressive advertising, took the competition head on and...today...we're sold out.  That's right...some product is now on back order.  It happened that quickly.

So, are you bold enough or are you making excuses for your product or service?  Do you really believe in what you say your product can do?  If so...here is your challenge TWO B BOLD! 

Oh...the "two"?  Sometimes it takes another set of eyes to hold up the plain truth.  Maybe we can help...but don't expect us to "tone it down".

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can always make contact with us by clicking...right here. Thanks for reading...Tomorrow:  Case Study Number TWO....you ain't gonna believe it.

Coming Out of the Fog...

I'm not whining here...just an observation.  This past weekend I had a fantastic, textbook case of the flu.  Friday...I was fine...Saturday morning...ouch! Because I write a business blog and work in the area of marketing and public relations it's almost like a metaphor for some companies I've tried to help.  Only they don't get better.

Nope, not going to name them.  It really wouldn't matter because they are not about to read anything as silly as a blog.  They already know everything...and you already know them.

These are the businesses that chug along using a marketing plan perfect for a steam engine.  "Lay down the track, set the locomotive in place, stoke the boilers and full steam ahead!"  They rush forward into the fog, past the switch (that they couldn't see) and end up in the wrong place.

Why?  Because, like a train track, their marketing plan is firmly set and doesn't allow for any route changes.

But, consumers are not stationary...they are very fluid.  Different things motivate them.  It could be price, convenience, style any number of things.  To set off on a ridged set of tracks and into the fog of the consumer market can be very dangerous.

What has changed about your market?  Is the target demographic you had yesterday the same as today?  What are you doing to monitor your progress?  Once you come out of the fog...can you adjust in time?

Michael P. Libbie - Insight Advertising, Marketing & Public Relations where, if you've got a question or comment, you can always reach us by clicking here.

Sunday Morning Thoughts...

Pour a cup and let's visit about a couple of things...not much business...but maybe some insight.  Sunday Morning is a great time for us to catch up with what is going on.

I am so bummed!  I missed St. Patrick's Day, missed the first annual BLOGBQ event at Doug Mitchell's house (Doug by the way is a CIB too), missed reading the Des Moines Register, missed my daily blog and missed most of Saturday.  Well, in fact, all of Saturday.

I was sick...I mean...sick!  Guess it was the flu.  Really knocked me out and I had so much to do.  Like get ready for our radio show on Sunday Morning.  Yikes!  My wife was a good nurse and feeling much, much better today.  Did not go to the doctor...toughed it out.  Amazing how such a bug can get you...

Here is one for you...  What would you say if somebody had found a product that when used on golf courses can cut the water consumption by 1/3 to 1/2?  Pretty amazing huh?  I'm sitting with one of our clients last week and we are discussing new products when one of the folks at the table said, "We've got this one product that we think might be valuable..."  He went on to tell me about their early tests.  Whoa!   We're doing the media work on it right now.  IF this works like we think...and IF we can get the golf course folks on board.  It will transform this company...and help us conserve on water while saving a great deal of money. More coming soon.

I spent three hours with my friends at US Rodeo Supply last week.  These guys have an amazing business model that is working...well.  Once blowing through loads of cash this little company has learned the value of sticking to a core product.  We hope to do more with Matt Owen and his company...which, by the way you can see by clicking right here.  And, Matt is a fellow Central Iowa Blogger that has more on his mind than rodeo.  You can connect with his Business Blog right here.

I also spent some time at the bedside of an old friend.  Johnny Hall of Harcourt, Iowa.  Johnny who just turned 65 is an old rough-stock rider and husband of a pretty fair barrel racer...Jane.  We spent many a weekend together telling stories and drinking beer.  He's in the hospital now and the doctors tell us he won't make it to the "next go".  I'm grateful I made the trip to see him last week.  Just to tell him how much his life meant to me and so many others.  While I was there his daughter called to tell him a new mare was being shipped up from Arizona and should arrive on the 23rd.  Hope he gets the chance to see her.  I hear she is one fast three year old.

Sorry to leave you with such a story...but maybe it helps all of us focus a bit more on what is really important in life.

Michael P. Libbie, Insight Advertising, Marketing & Communications where you can make contact with us...anytime...simply by left clicking here.

Rural Lifestyle Radio...

A quick reminder for those of you in the Des Moines Market.  Our rural lifestyle radio show, Highway 6 - Your Road to the country will again air at 8am this Sunday on 98.3 WOW-FM here in Des Moines.  We've been in the rural lifestyle market for years and we "get it".  You are invited to come along for the ride.  And, if you would like to learn more about what makes these folks tick...we invite you to give us a call or send us an e-mail.

Great show this week and to get connected to our rural lifestyle blog...just click right here!  Thanks for reading...and for listening!

Raise Prices - Stay in Business

Yesterday I spent several hours with a perspective client.  In the middle of the discussion, as he was telling me his marketing story he said, "We were about to go under.  Maybe had 60 days left.  One of several things I did was raise our prices by 30%.  We've never looked back."

My new friend also cut expenses...to the bone.  The "bone" was a deep 20% cut over a two month period.  You do the math...

The common wisdom for companies who are in serious financial difficulty is to cut price and costs.  Our friends at K-Mart found out several years ago that low price does not make up for a lack of marketing and...that may be a recipe for real trouble. 

Last night I had a meeting with another client.  At issue was a discussion on price.  Some members of their Board of Directors wanted to see a price cut.  They had no real reason for their thoughts other than it, "...might attract new customers."  Big word here:  "Might". 

What I was actually hearing: "Our product is simply not worth what we are currently charging.  We think the value is over-blown so we need to reduce prices..."  Rubbish.

My suggestion was that several of he members of the Board should resign.  You see, it's NOT a value thing.  It is a self deprecation thing.  In other words, "I don't think much of our product, therefore others do not see value in our product.  Let's reduce the price in an effort to survive."

Anytime you give your product or service away...it's hard to return value in the mind of the customer.  (Remember that...)

It's easier to be better, it's easier to defend a high price over a low price and it is easier to grow with that mentality.  Your thoughts???

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can always make contact with us by putting your cursor right here and left click. Thanks for reading!

Is Your Business Playing "Catch-Up"?

I have changed...and I'm not liking it.  A little over a week ago I would bound out of bed before 5:30 in the morning, shower and head to the office.  Then...it happened.  Congress switched the time and now I can't drag myself out of the rack until nearly seven!  Not good!! 

It's sometimes like that...a change is made and it takes some time for us to "catch up".  It's easy to talk about when it is simply Daylight Savings Time...but hard to discuss when it's about business and how we market or advertise that business.

You've read about it...heard it from speakers and now I'm going to force you to think about it.  Business is changing at light speed.  Your customer is constantly shifting due to the changing social, political, environmental, _____________ (you fill in the blank) pressures in the marketplace.

Are you changing quickly enough?

Look, this isn't about reading tea leaves...it is about being responsive, nimble and connected to the trends that can mean success or failure in your business. Just because you've run the "same look" in your print advertising does not mean it will continue to work.

Not exploring other advertising and marketing methods can mean disaster.  I've actually heard this: "Look, for years we've been using these magazine titles for our print advertising.  I have Joyce (the Office Manager) screen the calls and keep the others out."  Okayyyy...  Or this one, "Radio, for us?  Nah, just doesn't work.  We've tried it in the past and nobody responds."  Really?  Could it be that the business was using it for the wrong reasons, nobody tracked the response or the message stunk?  Nah....

Bottom line is that if you don't change your marketing and advertising program...you will.  But somebody else will make that change for you and you may not like the results.

Where are you at?  Who is keeping you from exploring the vast resources available to you?  Are you sleeping in...and missing out?

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can always make contact with us simply by clicking here.  Thanks for reading!

Does Your Company Have Credibility?

I drove past the corner gas station/convenience store yesterday as the guy was changing the price on the sign.  It was going up by another 13 cents...overnight.  Fifteen minutes later on the radio I heard the "reason d' jour".  The spokesperson for the Lundberg Letter, seemingly the most quoted source for gas pricing information said, "Consumers have seen the price of retail gasoline increase due not to rising oil prices but because many refineries are shut down for spring maintenance..."

What...now it is Spring House Cleaning?  I can hear it now...  "Say, Joe, did you get that chomitz out of the number two line?"  I've heard nearly every excuse from high oil prices to "jitters" (yes..."jitters") in the marketplace.  Meanwhile oil companies pump record profits into their coffers.

We all drive by the gas price sign, grimace a bit and think, "Wow, those guys have it tough!  Geeze...not sure what I'd do if I came down with...The Jitters!"

The bottom line is that the oil and gas industry has about as much credibility as...well, the company that just sold what appears to be defective water pumps for New Orleans. 

What about your business.  Do you have credibility for your product or service?  When you advertise and market are you careful not to over promise?  Is ten seconds of your thirty second radio ad full of "disclaimers" about your product or service?  (This is another interesting post for later!)  Or is the "story" so big...so bold...and so concocted that... Well, you get the idea.

Consumers, we once thought, wanted the truth.  Maybe they just don't care anymore.  What say you?

Michael P. Libbie - Insight Advertising, Marketing & Communication where you can always make contact with us by clicking here.

Cluttered Print Ads = Tired Readers

We got a call yesterday from a client who wants to keep his boss happy.  Seems the boss likes lots of words and products in his print ads while the marketing manager wants to cut down on the clutter.  He wanted my opinion.  What?  Me have an opinion?

Anybody who has done work with our firm knows we come from the school of "Less is More".  We're convinced that many individuals simply refuse to read or get tired reading cluttered print ads.  I pulled an example of a product ad for Wate-On that came out of a 1973 DC Comic Love Stories courtesy of TGLOB.  (Notice...an ad to help folks INCREASE their body weight!)  There are so many words and "things" going on here that the brain says, "Too much information!  Tilt!!"

Once upon a time ads like this were normal.  I remember seeing newspaper ads for Diamond's Army/Navy Surplus that consisted of so little "white space" it was hard to take a pen and circle any one product.  They were like a one page catalog.

Times have changed and we constantly work toward marketing an image over clutter.  (Unless of course clutter is your image...) While this ad for Running Horse still has some text (new products often need some explaining...) most of the ad is graphic and is intended for a particular audience...female horse owners. 

You get the idea...  So, what about your print advertising?  Too much?  Too little?  Have you got a success story from the other view?

Michael P. Libbie - Insight Advertising, Marketing & Communications where you can always get in touch with us simply by clicking here...

No, I was not hiding...

Yesterday (Sunday) was such a zoo around here with events, the radio show and meetings that I just did not have the time to BLOG.  So, I was really touched this morning when I got a couple of calls and even a couple of e-mails asking if I was OK.  Thank God, I'm just fine...but honestly, I am really touched.  Thanks for the calls...

One other very quick thing.  Tomorrow the Des Moines Register will have a story that the Waukee School System (a suburb of Des Moines...I know, Bob Schnell of the Farm Equipment Manufacturers Association is right now thinking, "Just how can Des Moines have a suburb?"  But, you're from FEMA in St. Louis...and I understand!)...anyway the Waukee School System just showcased their NEW logo. 

You may remember the flack they had with the University of Wisconsin that we wrote about...  Well the "New W" is here!

But, wait!  I have a concern...it looks a bunch like the Wappaschie Wunnin' Webels logo.  Nah...just foolin'

Michael P. Libbie, Insight Adverti