Feeding the Beast

We tell all our clients how important it is to stay current with your social media efforts. Current and Consistent. That lesson came home last Man Angryweek as we closed the office and went on vacation. We do that from time to time...everybody needs a break. Sure, we did our daily business news broadcast Insight on Business the News Hour from Anna Maria Island and yes we did do some Tweets and kept up (sort of) with our broadcast Facebook Page and we (sort of) fueled my LinkedIn Page and, yes, we posted "some" to Instagram.  

However...when we looked at the numbers upon our return we saw we were lagging. Not as much interaction, re-tweets, Facebook comments and loving gazes toward LinkedIn or Instagram. 

It was a great lesson in Feeding the Beast.

Once you are in that space, no matter what platform you use, you've got to be consistent. And that, my friends, is where so many businesses (product or service) fall off. It takes time. And, if you are on vacation or away to a conference and YOU are responsible for the social media activity of you or your brand...you've got to stay on your game. You've got to find the time.

If not, individuals that have come to expect a particular amount of social interaction go away or disconnect. Remember, our attention span is less than a goldfish. Staying current and being consistent is just another demand of The Beast.

And, The Beasties. (Meet my grand-daughter Jovie...pretty good huh?)

 

Thanks for coming by and your comments are always welcome!

Michael

 


You MUST Automate!

Long ago I stopped going to Walmart for maybe ten years. It wasn't a political thing. It wasn't about low pay, no benefits and a crummy, dirty store. Nope, it was all about the service. It was the worst. Employees that could care less, a return policy that drove me nuts...and away. I was absent a Walmart until last year when my local re-opened after spending about $2 million. So, I tried it. And, I've been back a numbeMcDonalds Kiosk April 2018r of times. It's been a positive experience.

Enter McDonald's and this crazy tale of automation.

I stopped in to pick up an egg and cheese biscuit. I don't eat bacon and sausage is out so...egg and cheese it is. I walk in, with little time to spare as I headed to my next meeting. The person who was to be working the counter was working at something else so I waited, patiently, until she spied me.

"I'm sorry I was doing something else. How may I help you?"

I'd like an egg and cheese biscuit please.

"Let's go over to the kiosk and place your order."

Uhm...no let's just order here.

As she comes out from behind the counter and marches toward the kiosk she said, "Oh, don't worry I'll help you."

I'm not worried. I'd just like an egg and cheese biscuit.

"Well, come over here and let's use the kiosk. I'll show you how. Is this to go or for here?"

It's to go.

"So, how has your morning been?"

It's been fine until I walked in here. I just want to order an egg and cheese biscuit and I'll be out of your way.

"Here is our kiosk.(She said it in almost a reverent tone.) Now, would you like me to help you?"

No. I think I can do this.

So it went. I ordered my egg and cheese biscuit under the watchful eye of the young lady "helping me". I'd call her by name but she was working under cover...no name badge.

Egg and Cheese Biscuit. No, I don't want to customize the order. Yes, I would like a drink. What kind? A Diet Coke. What size? A small. All the time pushing the buttons. Finally I had ordered by Egg and Cheese Biscuit with a small diet coke.

McDonalds Bisciut April 2018We went back to the counter, she gave me my ticket and within 90 seconds I was handed a bag by a smiling young lady who said, "Egg and Cheese Biscuit to go, sir."

Thank you.

I gathered my drink, headed out to the car. Got down the highway, opened the bag and...

Yes, there was a biscuit. Yes, there was egg. Yes, there was bacon... BACON? Did I ORDER WRONG from the blasted kiosk?

Uhm...nope as you can see by the receipt. 

I wonder if, when I take this back...and I will...If I'll be forced to visit with the kiosk or (heaven forbid!) a human?

What should have happened? Yep, she should have just taken the order. Weary.


LeadN15 - Leadership Lessons in Fifteen Minutes

Given our short attention span...now estimated to be roughly 6 seconds...LeadN15 ("Lead in Fifteen") where presenters are given fifteen LeadN15 LOGO minutes to bring their "A Game" to an audience might be...a little too long. But, given the line up that Tom Henrickson has put together this event may just hold the attendees attention.

On stage this week to present include:

  • Dr. Tony Paustian on "The Word that Changed My View of Everything
  • Sonya Heitshusen and Matt Zepeda: "It's the Process"
  • Kimberly Baeth: "Tips on Growing a Successful Business"
  • Liz Nead: "Active Leadership - The Climb of My Life";
  • Sarah Noll Wilson: "Deception of Distrust";
  • Desmund Adams: "Socially Responsible Senior Leadership";
  • Michael Libbie: (How did HE get in?) "You Don't Know What You Don't Know";
  • Adam Carroll: "Building a Community".

The event takes place on Thursday the 19th of April starting at 8:00 am at the Windsor Heights Community Center, 6900 School Street in Windsor Heights, Iowa.

There are still tickets available and here is the place to go to register

Considering the quality of the speakers (well, with the exception of one glaring problem) this promises to be an exceptional event. Looking forward to seeing you at LeadN15!

 

 

 

 


Hobby Lobby - A Missed Opportunity - The Horses Mouth

There is a new, sort of, social media trend out there. It's where teens are flocking to Hobby Lobby stores across the country for the Hobby Lobby Challenge. What's going on?  Young people descend on the local craft centric store and then use everything from fake flowers to ferns Hobby Lobby Imageto other items as props to create Twitter, Instagram and Snapchat images. They then challenge friends and family to take up the challenge and do the same.  Cool?

Nope, Hobby Lobby staff and workers don't like it. In fact many store employees have used social media to rail against the trend.

They complain that they have to clean up and fix the shelves that some might disturb.

But..what it... What if Hobby Lobby embraced the trend, no matter how short lived. Think of the free publicity!  Hobby Lobby could:

  • Welcome teens to their store and encourage them to use their products as prop for social media posts;
  • The company could then actually re-tweet or share those images to connect with a youthful demographic;
  • Hobby Lobby could, in just a few weeks, ditch the "old school" label and become (sort of) cool...even for a short time.

What a missed opportunity. Any idea what some companies might pay to have their name shared across thousands, if not millions, of images sent to a demographic that may not mean anything today...but how about tomorrow.

It's a gift.

But then there is that horses mouth... 


What Your Customers Want...

Companies large and small spend lots of time and money trying to attract new customers. Heck, we help them and know what they are Woman Shopping Cartspending on everything from packaging to web-design to social media. Even for a small business it can get expensive.

But, are you doing the right thing?  Are your current customers satisfied with what you are doing/selling/providing?  Or are you scrambling to always find "new customers" because your current crop is leaving?

Tough questions and let me offer some suggestions:

  • Be Customer Friendly - This starts with communication. In a recent study from Pegasystems 69% of consumers believe “being available when I need help, in the way I need it” is critical to retaining your customer base. But how do you know if you are not being focused, along several channels, to what help your customer needs? That's why we urge our clients to use organic social media so you can BE THERE when the call comes. That is also why we abhor the use of automated phone answering systems and always suggest that a real human answer your phone. Don't make the customer wait, guess or go elsewhere;
  • Connect With Your Customer - In a recent Forbes article we read this:  "71% of consumers believe that companies should do a better job of creating more attractive loyalty and rewards programs. Unfortunately, companies have yet to receive the memo: Less than a quarter—24%—are focused on creating loyalty/rewards programs. Instead, 69% of companies are conducting outbound messaging to improve customer engagement." This isn't about "piling up points" this is about connecting in real and specific ways. Having the ability to deliver personalized service, being truly helpful, understanding and working for...them;
  • Respond Quickly - There is a reason why Facebook bumps your engagement and tells others how quickly you respond. You see, it matters to consumers. Yet we've seen businesses from restaurants to professionals who only use social media to push their message rather than engage the consumer and ignore the questions or calls for help. Responding quickly requires you to monitor your social media.

I get it...all of this takes time but retaining a customer by delivering what he or she wants when they want it matters.

Thanks for reading!   


The Power of Repeating Stuff

Who doesn't like repeat customers? Who doesn't like being told...a couple of times...that you've got a great logo or uniform or...heck a great haircut? Just as much as we enjoy repeat customers and repeated complements so too should we learn that when we repeat Repeat Customer something over and over it has real power.

In marketing and advertising it is what is called "Top of Mind Awareness". Making sure your product or service is at the top of mind when it comes to somebody buying what you are selling. In other words, "One and DONE" doesn't cut it. It takes an effort to make sure you repeat your message over and over.

Here are a couple of examples and, while they are for national brands, we think you'll get the message:

"Winston Tastes Good Like a Cigarette Should" - Winston has been out of television and radio for decades...yet we remember the tag line;

"The Champagne of Bottled Beer" - Miller used this slogan for years, abandoned it and this year brought it back...for good reason;

"A Diamond is Forever" - DeBeers debuted this way back in 1948 and they are still using it because...it works;

"Breakfast of Champions" - Who doesn't know this 1930's Wheaties slogan;

"It's the Real Thing" - CocaCola hit it out of the park with this from 1970;

"Say it With Flowers" - This will surprise you, the slogan dates back to 1917!

You get the idea... True, each one of these slogans had real dollars behind them to push the idea and the brand. Maybe your business doesn't have that sort of advertising budget but you don't need all that cash to accomplish much the same thing.

Think of your value proposition and what you bring to your customers and then put that in words. Not a bunch of words but short and sweet. We know of a law firm that has the tag line, "We get things done!" because the number one complaint among legal clients is that far too often law firms don't get things done and clients have to wait...and wait. The firm went so far as to register the slogan and they use it...everywhere.

Find your value proposition and then repeat it...often and everywhere. The goal is to have your customers hear or see those words and identify you and your unique value.

It very well could bring you…repeat customers.


Do It Yourself!

The other day on our radio broadcast, Insight on Business the News Hour, we talked about DIY for social media and why that works better than hiring somebody to do the work it takes to engage consumers...your consumers. Don't get us wrong, there are lots and lots of very Keep Calm and DIYtalented people out there who will Tweet, Facebook and Blog for you but...they will never be as good as you.

The push back we get is, "I don't have time to write a 300 word post every week" or "I don't have time to Tweet ten or twelve times a day". The fact is...you do. Let me help you break it down.

If you are spending time with an outside contractor telling them your story, telling them about the impact you had on consumers last week telling them what is hot in your business then you've got time to write it down. It's not that you "don't have time" it's that you simply don't believe in the tools of social media and consumer engagement so you don't MAKE TIME.

I can share, from years of experience and collecting fees for doing social media for others, it is often painful. While we can write and communicate we are not as invested or know the details you know about your business. That is unless we have daily or weekly conversations and then we simply parrot back what you've already shared with us.

So, yes, you have the time.

So let's get started with the a simple three step process to get you to engage your customers in your business blog:

  • What is your Competitive Advantage? - Don't write stuff that doesn't matter to your customers...write down why your customers do business with you. Take fifteen minutes and think of the reasons they have built a relationship with you. Forget about "fast" and "free" focus on how you have built value into the business transaction; 
  • No Weeds - Don't get caught up in selling the steak...sell the sizzle. Far too often business wants to list out the details...all the details. You are miles ahead if you keep it simple and direct;
  • Solve Problems First - What is it that your business does to make your customers or clients life easier, less complicated more enjoyable. You, after all, are the expert in what you do. Now go and share those stories with others who have the same business or life issues. 

Three topics and fifteen to thirty minutes a week and you're in business. DIY Social Media is real and important to consumers they would love to hear from you. Once you've got this down then it is on to the tools that make organic social media work better.  That's next.

Thanks for reading...


National Small Business Week - Marketing Tips

All this week, in the United States, there is a celebration of National Small Business Week. Since 1963 the federal government has set aside a week for a Small Business Week Imagecelebration that is critical to our economy. A few Small Business Facts:

  • There are roughly 29 million small businesses in the U.S. which account for 54% of all sales in this country;
  • Small businesses provide 55% of all jobs in the U.S. and 66% of all net new jobs;
  • There are 600,000 franchise operations here that employ over 8 million people;
  • The American small business sector occupies nearly 50% of all commercial space up to 34 billion square feet.

Astounding yes?

Many of you have a business that has under 500 employees so, this week is also your week. What can you do to take part in Small Business Week?  Some thoughts:

  • Share Your Story - Contact the local newspaper, radio or television station. Let them know this is National Small Business Week and share your small business story. Take a moment and share what your small business means to your employees and customers and how money spent with you stays in your local community. Believe us, reporters are looking for stories they can use all week long;
  • Get Social - Grab the National Small Business Logo from this post and share it on your social media channels...and tell your story there as well;
  • Say Thank You - Remember your customers...they are the people that keep your business in business. Post a note on social media, send a note to customers, enclose a note in your shipping items...let people know how important they are to your small business;
  • Email the Message - Send out a coupon or at least a thank you reminding your email list that this is National Small Business Week...many of your customers are also small businesses.

Happy National Small Business Week!


The Inside Marketing Team

There are plenty of reasons big corporations...and small businesses...use an "inside marketing team" or Marketing Department. You know, the folks who work where the product or service is being delivered also do the marketing. The common reason is "They know what we do so we don't have to train Man Shock them." or "Rather than have the expense of an outside marketing specialist we save the money and do it ourselves."

We get it...sort of.

But, when the stuff hits the fan because the "inside marketing team" was too close to the product or service and not connected with the consumer it can be a problem.

Don't believe me?  Ask Pepsi...

They rolled out this hideous piece linking Pepsi to calming civil unrest. But worse, they co-opted the Black Lives Matter Movement and were forced, by consumers, to pull the effort less than 24 hours after launch:

 

Ouch...

Then there is this which started this week from Nordstrom, "Muddy Jeans" for $425. Just how out of touch can a company be? Celebrating Muddy Jeans Nordstrom the rugged American Worker at a price...they (we) can't afford. 

Ya want some muddy jeans?  Come to Iowa...we've got the real thing.

But, on the positive side check this video clip from Heineken. 

 

While it doesn't convince me that Heineken really cares about transgender issues, feminism or climate change it's much more thought provoking than...the other two.  And, yes, it was created by an "outside agency".

So, why use an outside agency? Because we're often the folks who, perhaps, know consumers and can be much more focused on a positive outcome. Truly had Nordstrom or Pepsi come to us and asked, "So what do you think of this idea..." We would have saved them...millions in "brand hurt".

Just a thought....

6a00d83452534069e20120a53db1ed970b-800wi

 

 

 


Blue Microphones Customer Service ROCKS!

Our advertising agency is what fuels and powers Insight on Business the News Hour the only daily, hour-long business news broadcast in the Midwest (Outside of our friends at WBBM in Chicago). When on the road and away from the studios of our friends at The Des Moines Radio Group we use a Yeti microphone from Blue Microphones out of Westlake Village, California. It's easy to transport, has great sound quality and works directly with a USB into the computer. We also love it that with a dial we can flip from directional (one voice facing the mic) to Yeti New 17 April 2017 an interview format where BOTH sides of the microphone are live.

It's a beautiful piece of equipment.

We like them so much that we've got three of 'em...no really!

Not long ago one of the mics refused to stay connected to the USB port. The cord...just fell out of the bottom of the mic. Don't know if it was wear or if the part was bad...it just wouldn't work. So...called Blue Microphones and their ALWAYS chipper customer service person walked us through the steps to get it back to the company for repair or replacement.

A brand new Yeti arrived in the mail this week.

No questions, no back to back emails, no calls...just replaced.

I want you to know how much we appreciate the culture of this company and for how well they took care of us. Seriously...if you're looking for a business partner and not just a retailer... go...BLUE.

6a00d83452534069e20120a53db1ed970b-800wi