Tuesday Night Marketing News from Mediapost

Click & Read:

Retail

Walmart Joins Feds In 'Say Something' Effort

by Sarah Mahoney

While the message may tinge their shopping trip with fear, says Cone Inc.'s Sarah Kerkian, "it also might make them feel more empowered right in their hometowns, alerting them to potential dangers and keeping them safe, particularly when we sometimes hear about crimes happening right in the stores' parking lots. It may make shoppers feel cared for." ...Read the whole story >>

Automotive

Jeep Reads The Weather In UK Effort

by Karl Greenberg

The campaign, promoting (perhaps ironically) Jeep Patriot, embeds a real-time weather feed, reflecting conditions at the Internet address of the user's computer into a banner ad. The weather updates are secondary "ads within ads", or pop-up windows, hyperlinked to text embedded in Jeep's print and online campaign. ...Read the whole story >>

Financial Services

Study: Bank Of America Is Tops In Mobile

by Tanya Irwin

Mobile Web banking is no longer the poor sibling of downloadable mobile apps, according to Change Sciences Group, which also evaluated the sites of BB&T, Chase, ING Direct and PNC. The 70-page report looks at the current state of the art of mobile Web banking and placed Bank of America at the top of those evaluated. ...Read the whole story >>

Food

Green & Black's To Send 'Ambassadors' to D.R.

by Karlene Lukovitz

The new ambassadors program is "a true extension of Green & Black's marketing principles and philosophies" and the first formal initiative to enable consumers to directly experience "what a difference Fair Trade can make in the lives of a community," says Nicole McLaughlin, marketing director, U.S. chocolate, Kraft Foods. ...Read the whole story >>

Electronics

Shake It, Shake It, Shake It Like An IPhone App

by Aaron Baar

"Polaroid photos have always offered a unique and distinctive look and feel and we want to give consumers the option of treating their mobile images to that same originality," Jon Pollock, chief technology officer for Polaroid, tells Marketing Daily. "... the new Polaroid iPhone app gives consumers the option of adding their own personal touch to mobile images." ...Read the whole story >>

Sports

The Russians Are Here And The Nets Are Coming!

by Karl Greenberg

Fred Mangione, SVP of ticket sales and marketing for the Nets, tells Marketing Daily the team has just signed Stolichnaya Vodka as a sponsor. He says that, besides the presence of Mikhail Prokhorov, the team's Russian outreach presages its move to Brooklyn, which has by far the largest concentration of Russian-speaking people in the U.S. ...Read the whole story >>

Reuter Takes Top Comms Post At Nissan Americas

NHL Launches Campaign For Winter Classic

Nordstrom, New Balance Give Shoes To 11,000 Kids

L'Oreal Signs Jennifer Lopez To Ambassador List

Southwest Aligns With Facebook Deals, Make-A-Wish

Samsung Offers First New Android OS Phone

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Kindness Matters

Last year I got to be a very generous soul at Christmas time. My group of radio stations acquired a number of gift cards to a nice national steak house and I gave them to my out of town clients.

I received several thank you notes via email and some hand written. Apparently the way I did it, a personalized card for each person that I dealt with over the past year at these advertising agencies, was unusual.

And I did my homework too. I double checked to make sure this steak house had a location in each of the cities I was mailing the gift cards to, ranging from Portland, Maine; Louisville, Kentucky; to South Bend and Indianapolis, Indiana.

What are you doing to show kindness to your customers and clients?

Here's Pat Mcgraw:

Show Your Customers A Little Love

Posted: 22 Nov 2010 06:00 AM PST

Times are tough. We’re all busting our humps trying to do the work of several people and it’s all too easy to get caught up in ‘getting it done’ – and that can lead to missed opportunities to enjoy the moment and letting your customers know how much you appreciate their business.

When was the last time you told your customers that you loved them?

Yesterday, I got a card in the mail from my dentist. He was thanking me for coming in for my last appointment – nothing else. He didn’t try to sell me something, he just thanked me.

I showed that card to everyone I know – and I am willing to bet that my words of praise will motivate one or two of my friends to give my dentist a try.

Can you say customer retention, loyalty and referrals?!

Last week, my wife received an invitation to special event at a local retailer. Customers only! Special preview of the new Winter line! Free food and drinks.

Of course the invitation said she could bring one special friend – so she will do just that. It’s like she got an invitation to an inaugural ball.

So as we enter the holiday season and (hopefully) make the time to slow down and think about what we’re thankful for, you might want to take an extra moment and let your customers know how much you appreciate their business.

Chances are that random act of kindness will come back many times over.

What does your business do to show its customers that they are appreciated? Do you do business with anyone that makes sure you know you are appreciated? How do they show the love?

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Trend Watching 2011 Part 3

Drew continues his series:

2011 trends (post 3 of 4)

Posted: 04 Dec 2010 04:45 AM PST

For the last couple days, we've been working our way through Trendwatching.com's top 11 consumer trends for 2011. (Read parts 1 and 2)

We're exploring them in small sets so we can dig in a little deeper. Today, we'll look at trends 7 & 8 (bet you can guess what's coming tomorrow!)

7.‘Twin-sumers’ and ‘Social-lites:’ Both of these types of online consumers identified by trendwatching.com are critical to spreading positive word-of-mouth recommendations.

Twin-sumers are consumers with similar consumer patterns, likes and dislikes, and who are hence valuable sources for recommendations on what to buy and experience, while social-lites are consumers who consistently broadcast information to a wide range of associates online.

Question re: trend #7: This trend is acknowledging the rising importance of what is now being called P2P (person to person) marketing. It's a fancy way of saying word of mouth. But as consumers grow both more frugal and more skeptical -- finding influencers like the Twin-sumers and Social-lites will become even more vital to our marketing efforts.

Of course...social media is the amplifier in the equation. One co-worker telling another co-worker about a new restaurant and the terrible service they got has now become a Facebook update, with 500+ friends seeing the same story.

So the question of course is this -- who among your current customers who have broad circles of friends/social media contacts? What would get them to talk about your offerings? It's certainly not going to happen if you simply meet their expectations. What could you do, say, offer, ask, share that would be remarkable enough to tell others?

8.Emerging Generosity: This trend is about brands and wealthy individuals from emerging markets (especially China) who will increasingly be expected to give, donate, care and sympathize, as opposed to just sell and take.

It’s a profound cultural change and a consumer demand that their counterparts in mature markets have had a few years to getting used to.

Question re: trend #8: This trend ties to their first trend -- the random acts of kindness. But now the generosity isn't aimed at your consumers, it's offered to the world. Or at least your part of the world.

Now, this isn't just closing your eyes and choosing a charity to support. This is all about understanding your brand the way Avon and Dove do. Or how Dawn recognized it had a natural tie to the oil spill and the animals harmed by the oil.

This is really a three-fold question. First -- what cause is the perfect fit for your brand? Second -- how can you engage your employees and customers in the cause? And third -- how do you tell the world about your efforts without bragging or coming off like you're patting yourself on the back?

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Referrals

from Pat Mcgraw:

Who Do You Ask For Referrals?

Posted: 26 Nov 2010 06:00 AM PST

Since we’re in the Holiday Season, I thought it would be nice to spend a little time on getting what you want by asking others to help you get it.

And, of course, I am talking about how you can get more referrals.

Who should you ask for referrals? Why? And, most importantly, how? Most organizations don’t have a clue so they just avoid asking anyone. But if you think it through, this can be your most important source for new leads and customers in 2011.

First, who do you ask? Well, I strongly recommend asking only those customers that you really like working with. You see, not all customers are created equal and the same is true for referrals. Selectivity is critical.

Second, how do you ask? I like the direct approach – it’s clear, concise, respectful of everyone’s time.

Tom, when you come across a friend or colleague that could benefit from our services, I would appreciate it if you would call me and let me know. I will be happy to help them personally.

Not all that hard, is it? And I am betting you can come up with your own approach that’s even more effective for you and your business! Just give it some time and effort.

Finally, remember to thank the person that makes the referral. It doesn’t have to be money or anything more than a warm, friendly “Thanks!”

Then, keep them posted on the progress. After all, they are curious and want to make sure that the person they referred to you is enjoying a positive experience.

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Monday Night Marketing News from Mediapost

Click & Read:

Food

Kraft Mac & Cheese Gets New, Unified Look

by Karlene Lukovitz

The latest news is the rollout of a new logo and contemporized package designs featuring a "noodle smile" intended to elicit positive emotions and memories associated with the iconic, 73-year-old brand. The smile is the key element in a new, cross-portfolio visual identity created with branding/design firm Landor Associates, in development since spring 2009. ...Read the whole story >>

Automotive

Suzuki Brings Virtual Racing Game To iPad

by Karl Greenberg

Jeff Holland, who runs social media programs for the Brea, Calif.-based American Suzuki, says the automaker is the first to use iPad for a racing game. "Most other OEMs are using iPad to do content programs like online newsletters. We didn't want to go in that direction because we wanted it to be fun." ...Read the whole story >>

Retail

Fila Uses 'Real' Women In Toning Apparel Ads

by Tanya Irwin

The campaign includes a dedicated Facebook page as well as all of the online assets supporting the BTS collection accessible via Fila's web site. Special webisodes of the casting call with the celebrity panel and interviews with each of the seven women air on the Fila YouTube channel. ...Read the whole story >>

Trends

JWT On '11: Watch For People 'Checking Out'

by Karl Greenberg

The firm's sixth annual trend report says that while technology is becoming as integral to peoples' lives as food and clothing there's also a "de-teching" trend, wherein consumers are making it a point to find ways of extricating themselves from ubiquitous world of the Internet. ...Read the whole story >>

Retail

Shoppers Look To Rewards For Holiday Spending

by Aaron Baar

"Retailers who use data from their reward programs to respond to customers' most pressing concerns at critical times like the holiday gift giving season can enhance the shopper experience and leverage relationships in a way that deepens loyalty to their store or their brand," said Epsilon Loyalty Solutions Vice President John Bartold, in a statement. ...Read the whole story >>

Sony Promotes 'Hornet' With Mobile 3D Cards

The Big Apple To Get Toyota Prius Plug-Ins

Amway Signs Kurt Warner To Multi-Year Deal

Brand Keys: Wendy's Needs Those New Fries

Michigan Renews Funding For 'Pure Michigan'

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If you're considering...

Using Junk Mail for your advertising...

Read this from MarketingProfs:

Four Reasons to Revive the Bulky Direct Mail Piece

"Just a few years ago, I could count on receiving a mailbox-full of direct mail nearly every day, including the crown jewel of direct marketing, the BIG direct mail piece," writes Dean Rieck at Direct Creative. "Thick #10's, fat 6×9's, and beefy 9×12's once stood atop the mountain of attention-grabbing communication."

Although the recession and a shift to online marketing channels made direct mail seem expensive and outdated, it hasn't gone away—for one simple reason: "What people are discovering is that traditional media, including direct mail, still work. That includes the big direct mail piece," according to Rieck.

Here are a few of his reasons why big direct mail pieces might be just what you need:

• They face little competition in a recipient's mailbox. "A mail stream full of dinky formats makes larger formats stand out," he notes.
• They provide extra space for marketing copy. "[This is] the driver in any direct mail campaign."
• They encourage recipients to focus on your message. People will give a bulky direct mail piece more consideration than the second or two they spend on an email's subject line.
• They give your company an innovative image. "[T]hose big packages seem novel now," he says. "They let you zig while everyone else zags."

The Po!nt: This might be the time to test a large direct mail piece—an old media stalwart might just deliver new media results.

Source: Direct Creative.

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Trend Watching 2011 Part 2

Another one from Drew:

2011 trends (part 2 of 4)

by Drew McLellan

We're exploring them in small sets so we can dig in a little deeper. You can check out the first three trends (click on the link) or just jump into the discussion on trends 4, 5 and 6.

4. Made for China/Emerging Economies: In 2011, expect an increasing number of ‘Western’ brands to launch new products or even new brands dedicated to consumers in emerging markets.

Growth in consumer spending in emerging markets far outpaces consumer spending in developed markets, and Western brands are favored more than local brands in emerging markets. Western brands including Levi-Strauss, Apple and BMW have already capitalized on this trend.

Question re: trend #4: For many of us, we aren't global in our reach and we're not going to be in 2011. So how does this trend affect our organizations?

What's actually most interesting about this trend is that these emerging market consumers love when American products are customizes for them. (levi's with a slimmer fit, etc.) They have a strong need for recognition and being catered to. Now that's a trend all of us can sink our teeth into.

How can you allow your consumers to customize or tailor your offerings? Can you build in tiers or options? Can you communicate more completely why you designed some aspect of your product/service (we know you like to listen to our podcasts while you work out so we've custom recorded 20, 30 and 45 minute versions, so you can choose the podcast that fits your workout timetable, etc.) showing that you built it with them in mind?

5.Online Status Symbols: In 2011, trendwatching.com recommends that brands supply customers with any kind of symbol, virtual or ‘real world,’ that helps them display to peers their online contributions, interestingness, creations or popularity.

This includes personalized social networking memorabilia as well as location-based games and contests which award virtual or real-world prizes.

Question re: trend #5: This really ties into my spin on #4. We like to be accomplished and we like to be able to show off our accomplishments. Whether they are Gowalla passport stamps, being a Foursquare mayor or having our answer be voted the best of the bunch on LinkedIn -- we want a way to show off. But we don't want to look like we're showing off. There's the thin line.

How could you help your clients "keep score" or "earn rankings?" Is there a way to give them a sense of social eliteness?

6.’Wellthy:’ Growing numbers of consumers will expect health products and services in 2011 to prevent misery if not improve their quality of life, rather than merely treating illnesses and ailments. Products such as mobile health monitoring devices, as well as online health apps and health-dedicated social networks, will serve the multichannel wellness needs of consumers.

Question re: trend #6: There are all kinds of wellness -- physical, mental, spiritual, intellectual etc. Can you tap into this trend by relieving suffering in any of the wellness categories and improving your client's quality of life?

This works very well in the B to B category as well. There are many pains you can remove from someone with a painstaking boss, or an ROI driven CFO.

By the way, I am not suggesting you get pun crazy with the wellness trend. I think you speak in your client's language about what is causing them pain and how you can relieve it. This isn't about being cute, it's about being incredibly relevant.

So what do you think? Any of these trends triggering some marketing ideas for 2011?

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Going for Broke could leave you broke

Advice today from Pat Mcgraw:

How Do You Eat An Elephant?

Posted: 29 Nov 2010 06:00 AM PST

Congratulations – you just turned a prospective customer into a first-time buyer!

Now what? Do you turn your attention immediately to other prospects? Or do you have a plan to further develop your new customer so that you can capture more and more of their wallet/budget?

What’s your strategy for cross-selling and up-selling?

Cross-sell: To sell a product or service that complements or adds value to another purchase, also refers to selling an existing customer another product or service, or the sale by a salesperson of some part of the company’s total product range for which another division or salesperson has prime responsibility.

Up-sell: 1) prompting customers to buy upgraded products when they had intended to buy something of lower value. 2) to sell a prospect or customer a product or service of higher value or a series of additional smaller priced items.

Early in my career, I was given the opportunity to join a small, family-owned business as their director of marketing. Of course, part of my duties included major account sales since “….marketing is an expense and we need sales if we want to hit our goals.”

About 30-days into my new job, I somehow managed to get an appointment with a senior-level executive with one of the larger employers in the state at the time. This was someone who could have a very significant impact on my employer’s revenue and profits.

Now, there was no way this person was going to suddenly shift their entire budget over to my company – we would need to start slow, build trust, play to our strengths and come up with a strategy for picking up new pieces of business over time.

If we sold him one service and failed to work the account, we were leaving money on the table and blowing a fantastic opportunity.

So, I decided the best way to eat this elephant was one bite at a time.

We started off with small, emergency projects that his current vendors struggled to handle. Over time, as we proved ourselves, we saw more and more projects come our way.

Within 6 months, we had 2 dedicated employees working on this account and they were becoming a major part of our revenue stream.

One day, the client had an emergency and I happened to be in his office when he found about it. Since it was something we could do, I told him we would be happy to help out – and we knocked that opportunity right out of the park.

Three years later, our overall business had tripled and this one account was worth about 5% of the total revenue. We had managed to takeover about 75% of their business by then and we probably could have taken more. But we didn’t want to rush it – after all, successfully eating an elephant requires patience, determination and a long-term strategy.

So, what’s your strategy for cross-selling and up-selling? How will you capture a greater share of your customers’ budget over time – becoming their primary supplier rather than a secondary or tertiary supplier?

If you have stories of success – please share! I would love to hear how others have grown relationships over time.

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Not All Rules Are Breakable

Do you know which ones are?

My Sunday Seth Godin:

Problems and constraints

Gravity is a constraint. If you're a designing an airplane, it would be a lot easier without gravity as a concern, but hey, it's not going away.

A problem is solvable. A constraint must be lived with.

For years, Apple viewed retail distribution as a constraint. They had to live with cranky independent computer stores, or big box mass merchants that didn't display or sell their products well.

Using the internet and then their own stores, they eventually realized that this was actually a problem that could be solved, and it changed everything for them.

On the other hand, there are countless entrepreneurs who believe they can solve problems relating to funding or technology that are out of reach given their scale or background. They'd be better off if they accepted them as constraints and designed around them.

The art is in telling them apart.

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Boom or Bust?

There's an eight year age difference between my wife and I.

We are both Boomers, and most advertising is missing us and our money:

What Matters Most Is What Matters To 'Me'

Not too long ago, an article we wrote about companies marketing to Boomers generated several emails from a "GrammyCarol" somewhere in cyberspace. To put it mildly (and she didn't), she felt most companies missed her by a country mile:

"I can tell you I know for SURE what is the death of marketing for Boomers.

"It's when any company or product which claims to be 'for Boomers' will mix me in the same group as people 14 years younger than me. A Boomer at 48 is very different from a Boomer at 62.

"I'm 62 and graduated from HS in 1965. I graduated college in 1969. I could care less what most people in their late 40's are doing nowadays, but companies which pander to me are usually trying to pander to women in their late 40's also. Big mistake.

"If I read another magazine or Web site 'for Boomers' which tries to tell us what to do with our 'parents,' for example, I'm going to scream. Parents??? I'm 62 and working myself into a hole just trying to take care of my husband and myself. My parents have been dead for years!

"In other words, the LEADING EDGE of us Boomers is ME. I'm the 'Class of 1965,' and if you're not talking to ME, then you're missing the boat. If you are trying to also talk to me AND some bunch of little girls in their late 40's? Get lost.

"I simply don't care about all the issues a young, active, still-has-teens-at-home mom of 48 has. I want to talk about my concerns. Death, mobility, health issues, how to access the 'system' at my age."

The three additional emails from GrammyCarol covered more "Boomer" topics she felt were wrong for her. She doesn't want to know how to grow retirement savings ("I'm spending it, not saving for it. Tell me about reverse mortgages."). Ditto on memory exercises ("Brain health? How about general health at age 62?"). She wants to learn more about actively caring for her older husband. And she wants marketers to know she's still buying products and services, just not from ones that "are missing the boat and lumping all eighteen years of us together."

In all of this, GrammyCarol is right.

At age 62, she is in a completely different place than a late-40's Boomer. But all generations are, by definition, about 20 years from start to finish. GrammyCarol just happened to be on the front edge. The typical Boomer today is 55. Not at the end, but not still at the starting gate. Firmly in "midlife."

It is difficult to design any single product, service or even media vehicle -- Web site, magazine, TV show -- that appeals to a typical 55 year old, much less a typical Boomer. That's because there are 55 year olds with kids in middle school and there are 55-year-olds with grandkids.

Truth be told, being a "Boomer" doesn't really have much significance. It's just a demographer's label, not an affinity group. Generational labels, and even age, don't matter for most people when making connections with others. Connections are usually made with people at similar life stages, or living similar life styles, or with similar interests and hobbies.

Unwittingly, GrammyCarol's emails reveal one generational trait that does cut across many Boomers, which is the underlying question fueling her: "What's in this for me?" She's interested in topics relevant to her life right now.

Companies and organizations that understand this Boomer trait are the ones that will most likely appeal to GrammyCarol and the rest of the cohort. They will be the ones that matter most to Boomers.

Boomer Project founder/president Matt Thornhill is an authority on marketing to today's Boomer Consumer. He has appeared on NBC, CBS and CNBC, in "BusinessWeek," "Time," "Newsweek" and "The New York Times" and countless others. Matt is also the co-author of the business book "Boomer Consumer." Boomer Project is a marketing research and consulting firm and has done work for Johnson & Johnson, Lincoln Financial, Samsung, Hershey's Foods and Home Instead Senior Care. Reach him here.

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Are you Daring Enough?

from Drew:

Sometimes the toughest sell is inside

by Drew McLellan

A huge number of brilliant marketing ideas never get exposed to the light of day. Why? It's usually not budget or audience apathy. It's internal fear.

Let's face it, there are a lot of frightened senior managers out there. Afraid to be different. Afraid to actually take a stand. Afraid to differentiate and potentially lose a sale. Afraid to make a bold decision.

Afraid of owning and celebrating their brand.

The result? A whole lot of sameness. Much like teenagers who would die rather than stand out, these decision makers block any attempts to do something unique enough to capture our attention or our hearts.

Which is why I loved listening to Ogilvy & Mather's Chairman Shelly Lazarus (at The Conference Board's Senior Marketing Executive Conference) tell the story of how Dove's True Beauty campaign got the green light.

Watch the spot (first released during the Super Bowl of all places!) and then I'll relate the story to you.

Internally, the Dove marketing team knew this campaign had the potential to be so much more than a marketing campaign. It was about embracing and owning their brand. It was recognizing that they had the culture and the responsibility to address the issue of self esteem among girls. (Much like Dawn did during the oil spill)

But, they knew it would be a tough sell internally. They believed in their idea enough to take a risk. (Maybe that's the litmus test?)

They scheduled the meeting with their senior management to pitch the new TV spot (and the new direction for their brand) and then they did a sneaky thing. A few days before the big meeting, they grabbed a video camera and interviewed the daughters of the men who would later be sitting around the conference room table.

The spot you just watched actually contains some of the sentiments that those daughters uttered. Imagine sitting back, ready to critique a TV spot and seeing your 8-year old daughter say she hates her freckles or that she thinks she's fat. Suddenly you are a father and the issue of self esteem and body image among girls is very, very real. And very personal.

And the rest is history. The campaign has been brilliantly executed, Dove products have enjoyed a spike in sales and research/workshops like the Self-Esteem Report exist because of the Dove Self Esteem Fund.

All because someone had the courage to fight for an idea they believed in. Next time you grumble about a client or boss who squashed a good idea, ask yourself how much fight you put into the battle.

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Do it like Dale

from SalesDog.com:

Dale Carnegie's classic How to Win Friends and Influence People is one of the bestselling self-help books of all time. Published nearly 75 years ago, Carnegie's book still has lessons worth learning about motivating others. Carnegie's sister-in-law complained that no matter how many pleading letters she wrote her sons she could not get them to respond. The boys were both students at Yale and "too busy" with their studies to write back. Carnegie offered to wager a hundred dollars that he could get them to answer a letter from him by return mail...without even asking for it! Someone called his bet; so he wrote his nephews a breezy letter, mentioning casually in a P.S. that he was enclosing money for them. He neglected, however, to include the money. That's all it took. Back came their replies by return mail thanking for his note and pointing out that he had forgotten to include the money he had mentioned. Carnegie's lesson: When you want to persuade someone to do something don't criticize, condemn, or complain. Simply arouse in the other person an eager desire to act.

Read the entire newsletter here.

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Classic Ad of the Month

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Stop & Focus

I know, I know... it's one of the busiest times of the year, right between Thanksgiving and Christmas.

But you and I need to do this.

From Marketing Profs:

Protect Profitability: Start Each Day With a Mission Statement

"Many business owners have dutifully written their vision and mission statements, working hard to craft statements with impact and importance," writes Marla Tabaka at Inc. "But what happens to those statements?"

All too often, they're shuffled out of sight—and out of mind. In Tabaka's experience, many clients can't articulate a mission statement; often, they've simply forgotten what they wrote in the first place.

So how can you regain—and maintain—a laser-sharp focus on your company's raison d'être? Tabaka recommends this three-step process:

Define your true and full vision. Almost everyone starts a business with the purpose of turning a profit, but you might have additional humanitarian or environmental goals. "Certainly this isn't true for everyone," she notes, "but don't negate the importance of your higher purpose if you have one."

Use imagery to communicate the big picture. Sometimes a written statement isn't enough. Tabaka suggests the creation of a poster board that keeps your mission front-and-center with drawings, photos or collages. "Too often the rewards connected to our goals get lost in the passion and dream of carrying out our mission," she notes. "Give yourself permission to include meaningful symbols of the rewards you seek; money, travel, fame, respect, or whatever is important to you."

Make your vision a daily reality. Take a few minutes each morning to ponder your visual mission statement. "Still your mind and gaze at your images, allowing your body and mind to feel and live your success," she advises.

The Po!nt: Focus. To achieve your goals—especially in tumultuous economic times—stay true to your purpose by keeping it at the front of your mind.

Source: Inc.

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Thankfulness

Great Stuff from Harvey:

Say thanks to your employees

By Harvey Mackay

Don MacPherson is co-founder and President of Modern Survey, a human capital measurement company which, among other things, conducts employee engagement surveys. Their research has shown that recognition and appreciation is the top driver of employee engagement.

Perhaps it seems elementary, but Don says if you want employees who are fully engaged, you need to ensure they are recognized when they do great work and that they know you appreciate their contributions to the organization.

Don is so convinced of the importance of his findings that he takes his own advice to a high level. "One of the ways I let our employees know how much they are appreciated is through my Thanksgiving routine," he says. "It is by far my favorite day of the year to work. I get to the office by 8 a.m. and start calling each employee.

"During those calls I let them know how thankful I am that they choose to spend their days at Modern Survey. I mention at least one special contribution they have made to the company over the previous few months. I let them know how much I am looking forward to doing great things with them in the months and hopefully years ahead. I want them to know I am so grateful they are a part of our team that I am willing to work my holidays for them. It makes for an exciting and emotional morning, and I always feel fulfilled once I have made my last call."

Then Don goes a step further.

"After I am finished calling each employee, I call clients, my closest friends, and my immediate family members," he said. "I thank the clients (mostly on voicemail) for their support and loyalty. My friends and family are thanked for being a part of my life and for helping make me who I am."

I wonder if Don makes it home in time for Thanksgiving dinner! For the record, Modern Survey has 23 employees, making his session relatively manageable. But it's the creativity and the personal touch that intrigue me.

Employee recognition is a fundamental concept in successful companies. Thanksgiving is a very appropriate time of year to express your gratitude for loyalty, hard work and a positive attitude. Holidays present a terrific opportunity to thank employees -- but they certainly aren't the only time of year to let your staff know what their efforts mean to the company.

Recognition consultants Adrian Gostick and Chester Elton, authors of "The 24-Carrot Manager" and "A Carrot a Day," say recognition is most effective when it is:

• Positive. Managers should not use recognition events as "a time to talk about how far someone has come, or how they could have done even better." Keep comments positive.
• Immediate. "The closer the recognition to the actual performance the better."
• Close. "Recognition is best presented in the employee's work environment among peers."
• Specific. "Point out specific behaviors that reinforce key values."
• Shared. "Recognition that means the most often comes from peers who best understand the circumstances surrounding the employee's performance. Peers, as well as managers and supervisors, should be able to comment during the presentation."

Let me add a few lessons from my own experience. Recognition doesn't have to be costly or elaborate. A hand-written note is a rare commodity in most businesses today, but it's one of my favorite ways to let staffers know their dedication is appreciated. Acknowledge the "little" things -- an employee whose can-do attitude sets a positive tone, the person who never sees a setback but a new opportunity. Celebrate group efforts too -- as I like to say, "The boat won't go if we all don't row."

Perhaps you've detected a theme here. As a manager, you are only as effective as the people you supervise. These are not mere employees working for you; they are people who can find other places to work if they feel undervalued.

Don't assume employees know how much you appreciate their efforts just because they still have a paycheck. Never waste an opportunity to say thank you.

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Friday Night Marketing News from Mediapost

Click & read:

Automotive

Porsche Gets 'Decoded' In History Partnership

by Karl Greenberg

The partnership also gives Porsche a History-produced miniseries comprising 60-second vignettes called "Porsche: Decoded." The vignettes, running in the show's advertising pods and online, examine Porsche history, design, iconography and legend. The Cayenne also gets star billing in the vignettes. ...Read the whole story >>

Retail

Promotions Lift November Same-Store Sales

by Tanya Irwin

Both Kantar and ICSC attribute the gains to promotions. Other factors that resulted in a bump were easy comparisons (back-to-back November declines in 2008 and 2009), colder-than-normal weather, aggressive post-Thanksgiving marketing and a recovering economy. ...Read the whole story >>

Entertainment

EA Sports' NBA Jam Goes Back To The Future

by Aaron Baar

"Social media has become a bigger part of what everyone's doing, and EA Sports has been at the forefront of what consumers are doing," David Le, director of marketing for EA Sports, tells Marketing Daily. "Especially with a game like NBA Jam, where it's so social, nostalgic and 'pick-up and play,' we think there's a genuine excitement about that game." ...Read the whole story >>

Automotive

In Recovery: Incentives Drop, But Not For Toyota

by Karl Greenberg

"They are already offering competitive leases, 0% APR for 15 months and customer cash, so there's not a lot more they can do," says Edmunds.com's Jessica Caldwell. "They are losing the edge from the days when people would just buy a Toyota, no matter. There's a lot more hesitation." ...Read the whole story >>

Food and Beverages

NPD Quantifies Meal-Planning Behaviors

by Karlene Lukovitz

Given that so many meal purchasing decisions are being made before consumers hit grocery stores, retailers and manufacturers have a significant opportunity to become "ingrained" in the planning and shopping cycle by helping consumers address meal-planning challenges, stresses Ann Hanson, NPD executive director of product development and author of the report. ...Read the whole story >>

Expedia Introduces 12-Hour Hotel Flash Sales

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Trend Watching 2011 Part 1

from Drew:

2011 trends (part 1 of 4)

Our friends at trendwatching.com spend all day, every day, tracking, watching and anticipating trends that will impact us as consumers, as business leaders/owners and certainly as marketing professionals.

They just released their top 11 consumer trends for 2011. Rather than try and shove all 11 into a single blog post, I'm going to break them up into bite-sized posts and dig in that way over the next few days. Easier to digest!

I've added a question or two after each trend -- to get you thinking about how you could capitalize on it.

1.Random acts of kindness: Consumers’ cravings for realness, for the human touch, ensure that everything from brands randomly picking up the tab to sending a surprise gift will be one of the most effective ways to connect with customers and prospects in 2011, especially beleaguered consumers in North America, Europe and Japan.

Question re: trend #1: This is really about surprising your customers and prospects. How could you build in (they don't happen accidentally) a little bit of delight?

What could you do in a seemingly random fashion (like Southwest's enthusiastic flight attendants) that would generate some word of mouth buzz and make your customers feel special and appreciated?

2.Urbanization: Urbanization remains one of the absolute mega trends for the coming decade, with about the global population currently living in urban areas. Urban consumers tend to be more daring, more liberal, more tolerant, more experienced, more prone to trying out new products and services. In emerging markets, these effects tend to be even more pronounced, with new arrivals finding themselves distanced from traditional social and familial structures, while constantly exposed to a wider range of alternatives.

Question re: trend #2: The interesting part of this trend to me is the idea that people are longing for traditional social structures but moving away from them. As humans, we need to belong.

How could you create a sense of shared interest or goals among your customers? Could you give them something to band together around? Maybe this is where your charitable giving comes into play? Could you create a cause marketing "family" that holds your customers close to you, like Avon has done with with their breast cancer efforts?

3.Pricing Pandemonium: Mobile devices and social networks allow consumers to constantly receive targeted offers and discounts, even at the point of sale from a rival brand, as well as join interest groups. Brands should target consumers with offers and features such as instant mobile coupons and discounts, online group discounts, flash sales, and dynamic pricing based on real-time supply and demand.

Question re: trend #3: Okay...I'm going to buck the trend a little on this one. What if instead of bombarding your customers with coupons and deals (which always makes me worry that they're going to wonder why you haven't done that before) you create a secret place for where only your best customers (who of course will tell everyone they know) can access special deals?

Remember how much we all love feeling special, being in the know and being able to demonstrate that we're among the elite. Could your pricing strategy take advantage of this trend combined with those human truths?

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Fear

from my email:

Daily Sales Tip: Using Fear to Your Advantage

Great salespeople have fear. The difference is that the best are fearful of not being the best, or not winning. Struggling salespeople are fearful of losing.

The real question is not "Are you fearless?" The real question is, "How are you going to use your fears to make you better?"

The next time fear has you, try the following:

1. Name something that you were fearful of that you absolutely didn't get through. We get through everything.
2. Develop a plan B and take action immediately. Have plan C ready to go if need be.
3. Recognize what your mind and body does when fear pays a visit. Invite it in, and then invite it to leave.

Greatness is about going where no others will go -- don't try to tell me there's no fear attached to that. The key is to recognize and use your fear so that it becomes your friend.

Healthy fear tells us we're on the edge of a breakthrough. We're in the right place doing the right thing. That's a little different than letting fear own us.

Source: Sales consultant/executive coach Chuck Mache

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Thursday Night Marketing News from Mediapost

Click & Read:

Restaurants

Papa Gino's Scores With One-To-One Marketing

by Karlene Lukovitz

At the end of its first year, marked in early November, the new rewards program, driven with the one-to-one marketing capabilities, has exceeded all targets, including new membership/activation and sales goals, and email open/read rates that are beating the industry averages. ...Read the whole story >>

Packaged Goods

PediaCare Aims To Grab Share In Kids' Market

by Karl Greenberg

The campaign for PediaCare, which was developed by Portland, Maine-based Via Group, includes TV spots with a hand-held camera feel intended to evoke home movies. No parents are shown -- only the kids, and the camera remains stationary. The TV spots were directed by John Budion, who has experience with straight-on shots of kids, as he did the E*Trade ads featuring babies with grownup voices. ...Read the whole story >>

Automotive

Vroom! Incentives, Demand Drive Big Sales Gains

by Karl Greenberg

Ford reported a 24% increase over last November for its Ford, Lincoln and Mercury brands versus a year ago, with Mercedes-Benz reporting its best November since 2007, and Subaru reporting its best November ever. One analyst says it reflects higher incentives and a stronger economy as well as pent-up demand. ...Read the whole story >>

Airlines

Southwest Reaches Facebook Million Mark

by Tanya Irwin

In comparison, JetBlue had 428,387 Facebook fans at press time, United Airlines had 163,160 and American Airlines had 96,546. The airline has been involved in social media for five years, says Southwest Airlines' VP/communication and strategic outreach Linda Rutherford. "Through this effort, we've identified what our customers want, what we're doing well, and how we can improve." ...Read the whole story >>

Technology

Trend Micro Game Touts Security Software

by Aaron Baar

"It's very metaphoric about security software," Natalie Sezerino, director of consumer product marketing at Trend Micro, tells Marketing Daily. "We set up the bad guys to represent 'pain points' and they get to be the hero that overcomes them." The game supplements an advertising campaign the company launched earlier this year, positioning its Titanium Maximum Security product as "security that won't slow you down." ...Read the whole story >>

GM Daewoo Subsidiary To Pay Back A Billion

Samsung, Sears, Esiason Team To Tackle CF

Best Western Expands Harley Rider Properties

Quark Expeditions Hosts Blogging Contest

Papa Murphy's Launches Gift Card Sweeps

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New Ad Campaigns

from Amy:

Chic bus shelters. Oversized props at train stations. The joys of commuting. Let's launch!

AIDES, a French-based organization fighting the social injustices endured by those living with AIDS in France and Europe, launched a powerful TV spot coinciding with World Aids Day. Viewers hear the story of Victor, an 85-year-old man who's lived a full life. The setting is a hospital, where Victor's voiceover retells significant life accomplishments via home movies, beginning with recent milestones and working backwards: becoming a grandfather, father, learning to longboard, running the NYC marathon, meeting his wife and starting his own business. The saddest part of this story is, not a word of it is real. At 20, Victor contracted AIDS through unprotected sex. He reflects upon a life he could have had, but knows he will not. Absolutely heartbreaking. "Protegez-vous" (protect yourself), closes the ad, seen here and created by TBWA/Paris.

I know the holiday season is upon us by the massive influx of red coffee cups from Starbucks. In case you missed them, the brand launched a TV spot reminding consumers of its line of holiday drinks. I've missed you, peppermint mocha. Oversized snowflakes take over New York. In actuality, they're snowflake kites flown by throngs of people. Those not kite flying are drinking Starbucks treats. The spot ends with kites getting stuck in a tree and the line, "you know when the holidays are here." The music played throughout sounds like Bon Iver, but it's actually "Snow Day" by Matt Pond PA. Watch the ad here, created by BBDO New York.

Martini & Rossi launched its first TV campaign in a decade. When a beautiful woman maneuvers the streets of Rome carrying a gaggle of gold balloons, people get out of her way. A waiter moves a table, a couple unlock lips, a tailor stops working on a dress. Just when you think the woman has the ability to walk on water, a man rows her to her final destination: a rooftop party. Balloons are distributed to partygoers, and once the sparkling wine is uncorked, the balloons are set free, morphing into wine bubbles. "Let go" closes the ad, seen here and created by David & Goliath.

If bus shelters looked this good, people might enjoy commuting more. Absolut Vodka transformed Chicago bus shelters into quirky installations inspired by print elements from Absolut Vodka's "Drinks" campaign. Click here to see my coverage of the print campaign. Actresses Kate Beckinsale, Ali Larter and Zooey Deschanel appeared in print elements; Beckinsale and Larter resurface in bus shelters equipped with psychedelic seats and lemon trees. See the bus shelters here, here and here, created by TBWA/Chiat/Day New York.

After watching Tassimo's TV spot, "Brewbot Beats," I wonder how many people actually think the machine doubles as a dancing robot? Aside from that, a cute portrayal. Way happier than my Keurig. The Tassimo Brewbot can brew a bevy of drinks, ranging from coffee, cappuccino, espresso and hot chocolate, among others. Illustrating this is a machine that comes to life, dancing and serving its entire array of drink options. "Seven different beverages. One smart little bot" closes the ad, seen here and created by Being.

The final spot in the Nissan Juke trilogy launched and it answers the question of why Juke's inner console is reminiscent of a motorcycle's fuel tank, through urban legend storytelling. "Trophy" shows a woman and Nissan Juke take on a trio of futuristic bikers to retrieve an unknown package. Juke knocks two bikers off with its bumper, leaving the final biker for the woman, who drops a steel door down, causing the last biker to drive into it, erupting in flames. Watch it here. Check out Juke's previous ads, "The Dread" and "Weather." TBWA/Toronto created the ad, with visual effects provided by MassMarket.

Commuters traveling through Washington D.C. and Atlanta train stations will have a hard time missing oversized barbells, digital cameras, high-heeled shoes and tricycles on their way to work. MasterCard and SunTrust Bank are behind the initiative, which touts the benefits of using a MasterCard-branded Check Card from SunTrust. Cardholders can log on to a Web site to receive 20% to 30% off various online purchases. "Overwhelming" is the campaign's theme, which explains the massive props outside train stations. See them here, here and here. Most displays feature scannable QR codes that deliver consumers to a microsite that offers an "Overwhelming Offer" of the day. McCann Erickson, New York created the campaign.

Corona Extra launched a Hispanic TV campaign called "refresca quienes somos" or "refresh who we are." Each spot features an impromptu singing crowd of Hispanics who help someone go back to their Latin roots. A man's friends are late in meeting him at a restaurant in "Espera." The singing crowd tells the man to grab a Corona and relax, rather than stress out about time. See it here. Don't just wave hello to people you don't know in "Abrazo": hug them. All of them. Watch it here. Jose got his groove back in "Baile." His dancing was so bad, the singing crowd encouraged him to call Santo Domingo and ask for a shipment of rhythm. Jose picked up some moves by the end of the ad, seen here. A soccer ball rolls out of bounds in "Balon." A passerby picks it up to throw it back, but is chided by the singing crowd. "We Latinos kick the ball," sings the crowd, prompting the man to kick the ball back in play. Watch it here. La Comunidad created the campaign.

Random iPhone App of the week: Did you overeat this Thanksgiving? Check out FITNESS magazine's FITNESS Express Workouts app, featuring a variety of 15-minute exercises you can do anywhere. Users can target their abs, arms, butt, thighs, or do a total-body workout. Each routine includes step-by-step instructions and video demos. There's also an online training log to track workout dates, times and reps performed. If you're into social media oversharing, you can post your routines to Twitter and Facebook. Pump One developed the app, available for $1.99 in the App Store.

Amy Corr is managing editor, online newsletters for MediaPost. She can be reached at amyc@mediapost.com.

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