Friday Fix #3

When placing an ad in a local publication, smaller companies often leave much of the design work in the hands of the publication's on-staff graphic artist.

This is so because smaller companies can't afford to keep staffed an in-house advertising team of their own; by outsourcing the work they are afforded two irresistable benefits:

1. Increased convenience. 2. Decreased price.

However, a problem exists.

Graphic artists aren't aware of the psychology that must be threaded through every ad; they enjoy a proclivity for ads that are "pretty" rather than ads that sell you a service or move products off the shelves.

Another problem that goes along with contracting the work of a graphic artist wearing an advertiser's hat: the ad misses key points that wouldn't be overlooked by a person making sure of more than just the right typeface.

This brings us to today's Friday Fix, or that of a current Smart System Plus ad.

Have a look:

(-) The Cons.

[1] Instantly, one notices that the logo in the top-left corner is hard to decipher. The way the text has been stacked, the company name reads, "Plus Smart Systems." Only once the website's URL is read on the bottom of the ad, does one realize that this isn't the case and that the company is Smart System Plus.

[2] The ad lacks any semblance of a headline or statement of purpose other than "Bundle these products & save!" Images alone are not enough to hook the reader.

[3] The ad appears with white text on a black background. Readership suffers when this occurs.

[4] Three images appear as the ad's focal point(s). Unfortunately, two of the smaller images weren't sized correctly and appear severely compressed.

(+) The Pros.

[1] The ad isn't saturated by text copy or special offers. It's mildly attractive and laid out well.

[2] The various services offered by the company are presented in an orderly list; easy to read.

[3] There's a hint at a call to action: "For more informaiton or a free estimate call ..."

(-/+) Overall.

Not a total fixer-upper, but certain elements are lacking. This type of ad would do well with before and after shots and a testimonial or two from a satisfied (or repeat) customer. Smart Systems Plus should have traveled the, "Need Extra Space?" avenue. Headlines work. Ask newspaper editors.

Successful Customer Retention

Shortly before traveling to Greer, AZ this past weekend for my brother's wedding, I had my car serviced at a neighborhood auto service center.

I went in for an oil change on Thursday -- was successfully upsold on two services -- and returned from Greer to some noteworthy marketing materials sitting in my mailbox from the same auto center on Monday.

I was impressed with the mailing for the following reasons:

[1] Mailed to me were two identical index cards.

So what?

Seeing a $10 off  coupon as part of the offer, I immediately viewed the duplicates as a chance to gift one to a friend.

[2] The cards were thick and glossy -- a point I've contended for a while when arguing against settling for the cheapest business cards possible.

So what?

I firmly believe prospects are less likely to throw out your mailing (or business card) if the paper is thicker.

[3] The coupon's expiration date gave me ample time to add miles to my car and return for an oil change in a realistic time frame for a not-too-costly service. 

So what? 

It's easier to sell a new customer early in the "dating process" on a cheap oil change than it is the daunting commitment of a transmission replacement.

[4] The card's marketing message was personal.

So what?

The card thanked me for my business, told me their corporate story and highlighted their affiliation with the Better Business Bureau, mentioned the make and model of my car, and most importantly, spelled my name correctly.

[5] Their offering concluded with contact information which prompted me to act.

So what?

The contact information on the bottom of the mailing spoke in clear and deliberate language. It read: "Make an appointment at _xyz_ or call (_#_) _#_-_##_."

Every sales offer needs to end with a swift call to action. In other words, how matters just as much as what.



Friday Fix #2

In today's economy, many labor company owners find that construction projects of any kind are hard to nail down.

So too, a slowing trickle of money where a stream used to flow means that the market for pool construction in the Valley of the Sun remains a competitive one. Stakes are high when water levels get low.

Companies must work wisely to hone their marketing messages when trying to convince prospects that a custom pool or oversized Jacuzzi is their ideal next purchase.

Above all else in this industry, benefits of an improved lifestyle must be vocalized, not just product features.

Seen below is a recent ad by Tribal Waters.

(-) The Cons.

[1] Printed on a black background, the ad immediately appears hard to read. Countless studies show that white lettering printed on a black background are half as effective (in customer recall) as black lettering on a white background.

[2] The only overt benefit offered to the reader in this ad is, "beat the  heat," a claim made by thousands of companies in hundreds of industries each year. It appears they sell custom acrylic therapeutic spas; why not play up their therapeutic advantages?

[3] A slew of errors: missing apostrophes, stray commas, improper (and inconsistent) capitalization.

[4] An offer for a "free hard dig" appears. The offer would be made exponentially more effective if surrounded by a dashed box to resemble an actual coupon. Make the customer feel as if they've won something.

(+) The Pros.

[1] They've included mention of a industry-related award. However, one would have to really strain to read it. People read with a passing glance -- they're not studying for a test.  

[2] The location, phone number and website are clearly marked. Although, there is no city listed, just a street address.

(-/+) Overall.

In a world where consumers vote with their dollars, this ad proves not good enough. The colors are dark, the offers made are not enticing and their marketing messages focuses on what not why. A flawed philosophy in a "luxury" industry.

Birds of Prey

My attention to birds and their wide range of behaviors has been piqued since witnessing a mid-air fight between two falcons during my ascent to the very top of Four Peaks (just outside of Fountain Hills, AZ).

Of recent and particular interest to me is the grackle, a bird full of personality, pep and a general zest for life. Dressed in tailored, shiny black coats, grackles can be found foraging on lawns and fighting in the company of females (like many of the men I know). 

Unlike other members of the animal kingdom (and half of the business world), their bellies don't roar with hunger. To them, survival is plenty. Grackles don't hunt for food, they run into it.

Last week, I witnessed a grackle different than others I had studied. From the moment this bird noticed its prey -- a grasshopper in this case -- it stalked it tirelessly and exhausted all options in chasing it down.

When the grasshopper pivoted, the bird piloted a new flight plan. A new attack.

When the grasshopper jumped, the grackle dove.

When the grasshopper leapt for the tall grass, the bird wisely countered.  

Throughout the hunt, the grackle stayed low, kept its hopes high, and in the end ... achieved nothing. The grasshopper slipped away through a series of high-arching hurdles.

At that moment, the difference between businesses who play offense versus defense availed itself to me.

Companies must remain proactive at all times. They must view the marketplace as a living, breathing, ever-evolving challenge. Problems arise quickly. Responses must come faster.

One must strive to look to the Heaven for thanks, not for help. You must become a self-sufficient bird of prey, not an overly-reliant bird of "pray."

How?

Despite a computer- and machine-driven economy, you must learn to take your work personally. Every day.

It is only when you give all of yourself through grueling work and late nights that you can understand the full value of a profitable fourth quarter, a cost-of-living raise, or a corner office with a view ... of birds.

Friday Fix #1

We're proud to unveil a new and enlightening segment here at BrightBlog this summer.

Dubbed Friday Fix, the segment will be that of equal parts public outreach and public humiliation. We think it ... tough love.

Weekly, one advertisement will be pulled at random and have its inefficiencies put on display.

A note to those in favor of discretion: company names and phone numbers have not been omitted since the ad was designed with public consumption in mind.

Without further ado, this week's spotlight:

(-) The Cons.

Starting clockwise:

[1] Because of the grid-like layout, the ad reads like four different ads; a fatal mistake since separation from nearby ads is difficult enough.

[2] The ad begins with all capital letters and is made nearly impossible to read with the selected font and lettering that varies in height.

[3] The grass is apparently, "Always Green," but how is it always "Livable"? Do they mean "alive"?

[4] There is a problem with the agreement in the text. It should read: "Never ... mow, water, fertilize, ... Ever, ever again."

[5] The oversized logo in the bottom right-hand box is that of a product the company carries, which wouldn't be entirely bad if it weren't for the fact that the actual advertiser's logo is nowhere to be found (only its name in small print).

[6] The price reads, "as low as $4.95", but no measurable unit is provided. Does the price refer to to square footage? Square yardage?

[7] An asterisk appears in the bottom left-hand box, near the price of "$300-$600" but a matching footnote is nowhere to be found. Also, instead of providing a range of a $300 difference, the text should have read, "... as little as $300", and omitted any mention of the $600.

(+) The Pros.

[1] If you read the ad starting in the upper left-hand box, you are immediately faced with the open-ended question, "Has your pool deck seen better days?" Such an approach works to involve the reader.

[2] The boxes on the left-hand side display before and after images of a once decrepit pool deck that has been transformed; research shows that before and after displays work well to build consumer confidence.

[3] Good use of bullets throughout the ad help keep the information flowing.

[4] Some of the bullets mentioned in [#3] help to assuage some expected consumer fears: "Fast. Affordable. Professional. Hassle Free."

(+/-) Overall.

The marketing message is muddled and confusing. A typical reader wouldn't know where to begin reading the ad -- due in large part to its aesthetic shortcomings. In short, this ad for pool decking and synthetic grass doesn't cut it. 

You Are Not What You Do

Company owners who may take their work personally are oftened cautioned, "You are not what you do."

I agree with the above-stated, but through entirely different reasoning.

In business, it is not what you do that defines you, but rather what your competition doesn't do that should define you.

In a never-ending struggle to get (and stay) noticed, separate yourself from other companies by doing something that is unique not to your company, but to the marketplace itself.

Explore fringe products and services and try offering something that has not yet been offered. The recipe is simple enough: Dare to be different and customer attention will follow in waves.

A scenario:

With the marketplace as crowded as it is, another pool company or dentist advertising through direct mail must try something drastic to get the jaded customer to change his or her routine or service provider. 

Offering an enticing discount on the scrubbing of pool decking or teeth has been done before. Coupons -- done. Free gift -- done.

Instead, explore what copywriters Gary Blake and Robert Bly call the "Ah Ha" moment, where you present them with something innovative or educational. Don't just tell customers that you are different than the others, show them.

In boxing, success stems from beating your opponent to the punch. In marketing, the same holds true.

A Lesson in Saving

One of the many things I did before moving from Brooklyn to Phoenix, I bought a tall, yellow piggy bank shaped like a crayon.

I spent several months filling it with a few pounds of spare change that I had amassed and then gifted it to my two nieces and nephew.

A natural mother and gifted teacher, my sister, Sara, waxed poetic to her kids about the importance of saving before giving them the gift.

The kids seemed as impressed by the noise the bright yellow skyscraper made when it was shaken as they were with the fact that they had trouble tipping it over.

I emptied the savings jar from my memory shortly after leaving town.

Today, Sara called and let me know that the kids had finally topped off the jar.

They had saved their pennies, nickels and dimes and were now en route to the toy store to purchase some new toys with the $335 they had collected. A savings lesson well learned, I thought.

My sister continued. The new toys would be donated to the children of a less fortunate family; her own kids were happy to do so.

Two-and-a-half years after Sara's kids were given the piggy bank with the intention of teaching them a lesson about saving, they had taught me a lesson in return. 

I saw the jar and thought $avings, they saw the same jar and saw savings. My sister's beautiful children received the gift and saved not money, but another's childhood.

Velvet Rope

Author, marketer and captivating public speaker Seth Godin writes in his book Free Prize Inside about the power of creating a "free prize" to build a customer base. The free prize can include anything from free catalogs and brochures to good customer service.

One such demonstration of a free prize is the line wrapping around the block -- chock full of partygoers eager to get past the doorman and into the club. Wrapped in velvet rope, the prize is the acceptance, not entrance, into a half-empty nightclub.

I had a free prize gifted to me this past Sunday.

Seeking a dinner reservation for two, I phoned T.Cook's at the Royal Palms Resort in Phoenix.

An upscale restaurant in the heart of the Valley, I expected polite and personal attention. I received it. And more.

The phone rang only once before it was promptly answered.

"I hope you're having a pleasant afternoon this Sunday. My name is Bret* how can I assist you?"

I told the host that I was looking to make reservations ... for two ... for tonight.

"Just a moment."

A full minute-and-a-half later, Bret returned.

He sighed hesitantly into the phone.

"Reservations for two, right?" He muttered to himself. "Hmm ..."

"Just a moment more, please."

I held two, three, four moments more. I looked at my phone. Several minutes had gone by before finally, Bret returned.

He let slip an exaggerated sigh of relief. "Sir, I was able to secure a reservation just for you."

The free prize.

I thanked him for the reservation and silently applauded his wonderfully-executed marketing ploy.

Despite his restaurant being decorated by critics with more stars than a clear country sky, a Sunday night dinner in mid-July in the hottest city in the Union, would not have reached (or breached) the room's maximum allowable occupancy.

With one hand on the velvet rope, this gatekeepr kept me waiting and all the while intensified the brand's mystique.

__________________________________________

*name changed for privacy's sake.

Confusing Advertisements

Stated succinctly: Any advertising campaign's top priority is raising and reaffirming brand awareness.

But ... what happens when an advertisement goes awry?

Such is the recent (public) case of the confusing Mike & Ike Candy billboards that have sprouted around cities nationwide.

The billboard puts on display the fantastical (more fantasy, less fantastic) feud between the candy's two namesakes. In the case of this billboard, Mike has angrily--or jealously?--crossed out Ike's name from the candy's packaging.

The billboard, pictured:

As they speed by in moving cars, buses and trains, motorists are supposed to assume that the graffiti was done intentionally by an imaginary character who vied for little public attention in recent years.

Mike & Ike's parent company, Just Born, has raised the advertising stakes this year: according to the Kantar Media unit of WPP, Just Born "just" got by in 2011, shelling out a measly $125,000 in advertising expenses last year.

And according to the New York Times, "The campaign is set top include television spots and an animated billboard in Times Square, bringing the campaing's total estimated cost tp $15 million ... The campaign will last for a year, when the answer to whether Mike and Ike reconcile will be revealed."

This all equates to a feeble, misfired attempt at suspense creation.

The campaign is primarily  aimed at consumners aged 13 to 17 and was conjured up by Just Born's soon-to-be former advertising agency, the Elevator Group.

This learning lesson in message clarity will cost this candy company an estimated $15 million ... That kind of money spent on a message that's cloudy and convoluted?

Trips to the dentist are less painful.

Edit Your Life

I slipped the first of three CDs into my dash and waited for enlightenment to strike.

I hadn't ever listened to a book on tape before, but my expectations were high.

The silence of my car's cabin was broken by a monotonic introduction. I was suddenly thrust into the tight confines of an airplane seat cleared for takeoff on a lengthy international flight. The narrator's voice channeled the enthusiasm of a flight attendant lifelessly reciting an airplane's safety instructions.

Exercise some patience, I urged myself. 

His delivery labored on. Belabored by his "motivational" storytelling, I turned off the CD. Now that's self-help.

I had fully expected Leo Babauta, blogger, former newspaper editor and author of this book, to have read from his own work, but I guess that would be asking for too much. Everything is outsourced nowadays.

I stuck to it, started the CD once more and got used to the man's voice when I finally reached a point where I lent it my full attention. 

"Edit your life," the reader read, "eliminate all but the essentials."

I thought of my desk at work and my desk at home.

I thought of my rising pile of paperwork and the setting sun.

Then, I thought of the scene in Up in the Air (2009) in which George Clooney rhetorically asked, "How much does your life weigh?"

Sitting in my seat with the seatbelt fastened and folding tray in its upright position, I renewed my vow to adopt a Less is More mantra; something hard to do in an increasingly More is More environment.

I've since shortened my To Do lists, tended to the matters that matter most, and with renewed vigor focused on quality, not quantity.

The Court of Public Opinion

The Supreme Court has kept extremely busy this week serving as black-robed-counsel on decisions ranging from immigration to healthcare. Lost in the shuffle, however, was an important decision rendered mid-day Friday, June 29, regarding media ownership.

As reported locally by KNAU, the highest court in the land decided to "place limits on ownership of broadcast outlets and newspapers in local markets."

Hit squarely in the mouth were ownership groups across the country whose businesses would undoubtedly be affected by the decision.

Dizzying as the blow delivered by the court's gavel was, the Gannett Corporation, who own (locally) NBC 12 and The Arizona Republic, was dubiously unavailable for comment immediately thereafter.

Instead, the sound of crickets played loudly.

While other media outlets scrambled for a response and any semblance of a sound bite by the affected parties, the Gannett Corporation played dead. The phone rang ... and media relations experts at Gannett coyly shrugged their shoulders.

Surely, it would extend past a clever exercise in wordplay to assume that Gannett's in-house public relations team was caught snoozing in the outhouse.

I yield my gavel now as blog author in handing down two rulings of my own.

First, to the Supreme Court:

I hereby suspended your powers for a term spanning no less than thirty (30) days for misappropraition of power and absence of good judgement. The rise of the internet has diluted the power of television and newspaper outlets' monopolies and thus given the public at large a choice. Please disrobe before leaving the courtroom.

Secondly, to the public relations team at Gannet Corp.:

You have been caught off guard, invited the proverbial cat to "get your tongue", and passed on a moment in the national spotlight. You allowed crickets to play, while reactions were sought. For this you shall be forced to watch contestants swallowing live crickets on Fear Factor reruns (on any NBC affliate of your choice, of course). Finally, "no comment" translates to "no paycheck"; you shall not get paid for a single day of work starting from the date the case first went to trial.

The court of public opinion is adjourned.

Mundane, Tuesday, Wednesday ...

For many, the weekend's departure means a commute spent trudging back to the office for the start of Mundane morning.

This, followed by This-Tue-shall-pass Tuesdays, Wed-to-my-job-Wednesdays and so on.

As a collective, why are we not eager for the workweek to start?

True enough, work will always be "work." However, Monday mornings offer us the chance to climb into the captain's chair, declare war on our respective To-Do lists and by fighting the good fight, really earn our weekends.

I've learned that you can't exhale appreciatively on Friday afternoon without inhaling apprehensively on Monday morning.

I argue that one should relish the opporunity to turn a new page each Monday. Chalk it up to a cure for idle hands; or, write it off as the perpetuation of a mind's inertia. Just don't fight it. Mundane mornings are not a workday, they are an inevitability.

Only salmon swim upstream ... and they tire and get eaten by bears.

I say, come Friday, travel to work at the same rate of speed at which you leave it behind. Just don't forget to exhale on your way out.

Starting Line

Launching a blog shares some inherent similarities with the launching of a business; for either to take flight, acumen must be exercised and a glowing reputation must be formed. It is only once the public trusts your offering that a steady-enough stream of passersby will take notice.

Failure to launch could be painfully reminiscent of a flightless bird trying to clear for take-off. We’re talking YouTube material on a commercial scale.

So how does one get noticed?

Working with professional marketers is nary a choice nor an option, yet, even in today’s highly-competitive marketplace, small businesses (citing their size and shrinking operating budgets) choose to avoid this mutually beneficial relationship.

I find it perplexing.

If we can agree that expert work is best left in the hands of the experts, why do so many small business fail to call for help?

At larger corporations, marketers are either staffed or contracted; appointed as consultants and specialists by company heads wise enough to admit their shortcomings. Put simply: we are appointed by these firms because they find no trouble in admitting that so many of their marketing messages are disjointed.

We toil behind the scenes to keep their cause in the public eye; to keep the messages to their audience clear and concise; and finally, to keep them relevant in a world so fast.

So who am I, but a street corner preacher?

Humbly, I am a small business savior. A student of all materials related to marketing, public relations and  corporate branding. Consider me the kid by the fence, holding my hands together—fingers locked—hoping to help you over the top.

Getting clients the attention they deserve is my purpose. Creative content and marketing analytics are my weapons of choice.

Don’t lose any more clients. Bookmark this page immediately.