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 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 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....

 

 

 

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 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.

 

Wyndham - It's Not Nice to Lie

Our business is advertising and marketing. For years we've assisted companies large and small in creating images, messages and tools that will reach out to consumers and interest them in buying what our clients are selling. 

Part of what we do is assist companies in creating a brand. While it is true that it is the consumer, and not the company, that actually creates the brand our job is to move that connection along, make it stick and do nothing to tarnish what has been built.

Sometimes however a brand gets sideways with business and makes a dumb mistake which can tarnish the brand. That can be a simple mistake or a bold lie. Ouch!

Want a small, real world example?

Late in 2016 I made reservations to stay at the Wyndham San Antonio Riverwalk for several days of client meetings with the National Tractor Parts Dealer Association. My arrival was to have been on January 18th, 2017. However, late in December it appeared that I could not make the trip and cancelled my reservation on 31 December 2016. The automation at Wyndham is pretty good. I received an email confirmation within just a few minutes. (image left)

However when my American Express bill came there was a charge for $138.93 from the Wyndham property. I made contact with AMEX, provided them the details of the reservation cancellation and the policy on "no shows" and let the dispute effort take over. I called American Express because I trust them and I've been a member for decades. 

A few days ago I received a letter from American Express saying that,, "...the merchant has explained that they have no record of cancellation."  They placed the $138.98 back on my bill. Either the property made an error or they are simply lying just to see if they get away with it.

Here is what should have happened:

Once the hotel received word from AMEX there was a dispute they should have said, "We'll take care of it." Then give the consumer (me) a call and figure out what went wrong and correct it. Simple right?  And then...can you imagine what the blog post might have been like? It would have polished the Wyndham brand rather than...well you get the idea.

Customers want to do business with people they know and trust...it's worth the effort.

Did I communicate again with AMEX and with Wyndham. Yes...we'll see where this goes.

Thanks for reading!

 

Negative Branding with Food?

I want to take a few minutes and share with you a branding story that, I'll bet, nobody thinks about but it does have an impact on your brand.

A couple of weeks ago I was at a business centric event/conference for a breakfast and a speaker. Hey...food right? Now, to be sure the buffet wasn't very large but it looked to have some cheesy egg something as the main offering. You could also get some fried potatoes, pastries...you know the regular stuff.

So, I put some of the egg stuff on a plate and went into the dining room. But there hiding in the eggs and cheese was some, I'll bet, really good ham...an Iowa staple.

Here is where it gets interesting. As a Jew I can't eat the egg stuff...two reasons: We don't eat milk and meat together and we, of course don't eat ham. But this has happened many times in the past and it's no big deal. Or is it?

Also in the room were a couple of Vegan folks and two of the people there were Muslim. We get it about the Vegans but you should also know the Muslims are also not permitted to eat pork.  Of the 40 people in the room I counted 7 that took a pass on breakfast but had paid the fee.

The thing meeting planners should think about is that in this increasingly diverse country we live in some folks, and the numbers are growing, have different dietary restrictions than say, a decade ago. It is a growing consumer trend.

I made no fuss nor did my other friends but it bears reminding folks that while we celebrate diversity we'd also like to celebrate breaking bread with our fellow conference attendees.

Thanks for reading and, as always, I'd love to hear your take. 

Hire Me to Roof Your House

Often when talking about our craft of advertising and marketing people nod their head as if they understand what it is that we do. And some folks do get it. But most people don't have a real good idea of what an advertising agency does or what we create. Worse yet many business owners think they already know about marketing and advertising so getting professional help isn't necessary. "I've got this." they may say and go about their business of providing a product or service while "dabbling" in marketing/advertising.

It's sort of like hiring me to roof your house.

Make no mistake I have a house with a roof. I have seen roofers in action. I have even gone so far as to go up on the roof and clear branches and clean gutters. But, I know my limits. I'd be a lousy roofer.

Let me give you an even better example. The house next door to ours is having their roof done. The place is awash with workers stripping the old roof, setting up new plywood and stacking shingles. Busy....busy.

But wait...three years ago the house next door had a roofing job. I know because I heard and saw them struggle through three weeks of work. They were not professionals at their craft and today, a scant three years later, the homeowner is paying, yet again, to have his roof singled.

Get the idea?  My neighbor figured he could save some money and hire some kids to come over and do the job. He settled on doing it himself...cheaper and in the end it cost him thousands more.

We don't roof houses, take out gall bladders or do root canals. Our craft is creating words and images that capture the attention of consumers so they will buy more of what our clients make...or provide.

Just a reminder. 

Thanks for reading and as always we're interested in your take. 

Next up: The Danger of an In House Marketing Department (no, really)