Saturday, January 29, 2011

Face to Face

Real Life networking.

I did it when I started my current career with the radio stations I've been with for the last 8 years, because although I had been in the advertising business and in the radio business since my teens, I had not been in radio advertising sales in Fort Wayne, Indiana before.

Here's some tips from MarketingProfs:

Four Tips for Non-Obnoxious Networking

If you want to step up your networking activities, but you're not quite sure how, Rohit Bhargava has some advice. "The challenge isn't how you can find more opportunities to network," he writes at Influential Marketing, "but how to talk about business in an unobtrusive way." To accomplish that goal, he offers tips like these:

Hone your conversational skills. Your networking strategy will fail before it begins if no one enjoys talking with you. According to Bhargava, great conversationalists ask leading questions, listen intently to answers and add their own personal stories to the mix.

Create a distinctive nametag. Bhargava decorates his nametags with a sticker of his book's chicken icon. "People want to know why I have that sticker there," he says, "and it gives me a chance not just to share the story of my book, but also to talk about my philosophy of business—which is that personality matters."

Make friends with introducers. "These are the people," he says, "who always come to a moment in their conversations where they say something like 'oh, you do _______? You should talk to _____.'" Introducers are more likely to provide introductions, he notes, when you've made a favorable impression with your conversational ability.

Respect the nature of the event. Unless you're at a networking event—when you can dive right in—always evaluate the situation before you start talking business.

The Po!nt: "You should feel comfortable [networking] in every situation, as long you can avoid becoming that blowhard at an event who won't stop trying to sell his or her company at every moment," says Bhargava.

Source: Influential Marketing.

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It's pretty hard to brainstorm with yourself.

An email I recieve every week features new business and product ideas that might kick off some ideas in your noggin.

Here's their latest along with the links to subscribe:

Springwise newsletter | New business ideas for entrepreneurial minds

Hi Scott,

I hope you're enjoying your weekly dose of new business ideas. If you're after even more
inspiration you'll love our brand new Ideas Database, featuring over 2,800 innovations
constantly updated and indexed by industry.

Our latest issue is now online. Here's a quick run-down of the new products and services
that caught our attention this week:

wallcast App turns desktop into a changing photo collage
Lifestyle & leisure

Wallcast transforms desktop wallpaper into a photo collage featuring
a rotating selection of the user's pictures. A unique email address
means the photos can be remotely updated by the user.

johnsphone Simplified mobile phone just makes & receives calls
Telecom & mobile

Billed as 'the world's most simple phone', John's Phone has a feature
list focusing exclusively - really exclusively - on making and receiving
calls. It costs EUR 69.95 in white or EUR 79.95 for other colours.

slyunderwear From Australia, a new take on men's underwear
Fashion & beauty

Sly Underwear's range focuses on three core styles: WorkHard for
everyday wear and no leg ride-up; PlayHarder with bold graphics and
longer legs; and RestEasy with a generous cut and breathable fabric.

startupdaily Daily tips for startups, distilled from books old & new
Education / Media & publishing

Drawing from books on entrepreneurship, business, marketing and
management, The Startup Daily serves up tips, ideas and advice
every day in a short email targeted specifically at entrepreneurs.

littlebeans In Chicago, upscale cafe offers play space for kids
Food & beverage

The Little Beans Café offers adult customers gourmet coffees, pastries
and sandwiches, while the kids get an interactive play village, a touch
zone for crawlers, and access to plenty of toys, books and games.

yiuco Marketplace for upcycled, recycled and reused goods
Eco & sustainability / Retail

Greek Yiuco only allows items to be listed if they are upcycled,
recycled or reused. Eco-minded minipreneurs can create their own
storefront for free, but will pay fees for listings and transactions.

viinyl Bands offered a unique website for every song
Entertainment / Media & publishing

Montreal-based Viinyl gives bands a free, attractive landing page for
each song they create. Each site comes with lyrics, artwork, videos,
notes, various download options, promotional tools, and analytics.

rerip Keeping old surfboards out of landfills
Eco & sustainability / Lifestyle & leisure

Surfboards often contain several harmful compounds. Rerip offers
a marketplace for the repair and resale of used surf equipment.
Unsellable old boards are used for R&D or recycled into artworks.

voiceprints Your voice, transformed into a work of art
Style & design

Customers of Toronto-based VoicePrints upload a recording of the
sound they'd like to immortalise, and choose the colour and size of
the print that will bear a visual representation of the recording.

33needs Crowdfunding investment for social enterprises
Financial services / Non-profit, social cause

33needs aims to help social enterprises raise funds from the crowd,
allowing ordinary people to invest, make a social impact, and earn
a return. The service only charges if funding targets are reached.

kochhaus German food store offers recipe kits for specific meals
Food & beverage / Retail

Germany's Kochhaus focuses on a set number of meals each day.
The store displays a series of packages that include a recipe and
just the right quantities of all the necessary ingredients.

sentemental A place to preserve and share mementos online
Life hacks

Through Sentemental, consumers can upload their kids' drawings,
photos, letters and other mementos for preservation online. They're
accessible privately but can also be shared using social media.

recyclists Pedal-powered compost service for businesses
Eco & sustainability

In a partnership with the Downtown Victoria Business Association,
reCYCLISTS will collect organic refuse from participating businesses
using tricycles carrying large compostable waste receptacles.

picturk Crowdsourced photography through club competitions
Style & design / Media & publishing

Camera clubs will pay a subscription to run competitions on the
Picturk website, while clients looking for the perfect image will fund
the prizes. Photographers will retain ownership of their images.

Our next issue will arrive in your inbox on 2 February 2011. In the meantime, please check
out our daily posts, subscribe to our RSS feed or follow us on Twitter or Facebook.

Warm regards,

Chris Turner
Senior Editor


Wait, there's more!

Interested in industry-specific ideas?
You can access everything we've published in our idea database, which is conveniently
organized by industry.

Can't wait to tell your friends & colleagues about this newsletter?
Just forward this message or use our handy tell-a-friend tool. Thanks for spreading the word!

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Lead With Your Very Best

One of my favorite sales trainers is Jill Konrath. I have her books, subscribe to her newsletters and blog posts and here's an example from this week:

One Totally Game-Changing (and Easy) Strategy to Beat Your Competitors
By Jill Konrath

You know what your prospects are thinking-all the time? Every time you interact with them, they're evaluating you and asking themselves: "Is this a person (company) I want to work with on a long-term basis?"

If they feel pressure from you, the answer is no.

If they feel like you're trying too hard to be liked, the answer is no.

If they don't think you understand their business, the answer is no.

If they get overwhelmed by what you're saying, the answer is no.

So what makes them say, "Yes, I want to work with you!"

To be most effective in sales today, it's imperative to drop your "sales" mentality and start working with your prospects as if they've already hired you. When you do, it shifts your relationship to a whole new level from the very start.

Case in point. Several years ago a regional engineering firm contacted me about helping with an upcoming presentation. They'd been invited to make a presentation to a buying team, along with five other companies. As a regional firm, they were delighted to be included with all the industry giants.

When I first met with the lead engineer and business developer, they truthfully didn't believe they could win the business. Their goal was simply to make the final three. They asked me to help them make a good showing. (Of course, my goal was to help them win!)

We began by reviewing the Request for Proposal (RFP) that the prospect had issued. They wanted tons of information about the company, its background, their qualifications, clients, and more.

It was clear to me that their competitors were going to come into that meeting with a whole deck of PowerPoint slides and cover that information in excruciating detail. Borrrrring! And just imaging having their prospects having to sit through six of those presentations in one day.

I told my client, "We're going to do something different. Your job is to go into the meeting AS IF THEY WERE ALREADY YOUR CUSTOMER."

They didn't understand what I meant. I explained it more: "Let's assume they gave you the contract. What would you do next?"

"Well," they said. "We still have lots of unanswered questions based on reading their RFP. Plus, it seems like there are some contractions. And, we're not exactly sure that what they're asking for is the best way for them to achieve their goals."

"Great!" I answered. "Then that's what your meeting will be about."

Flash forward two weeks.

My clients flew to Chicago for the big meeting-their one and only chance to make it to the finals. They entered a room, filled with stern-faced decision makers seated grimly around the table. Clearly these people were already bored to tears.

To kick off the meeting, my client said:

"All the information you requested about our company is in this handout. We'll gladly answer any questions you might have about it.

"But what we'd really like to do today is focus more on your challenge and what it's going to take to resolve it. We have some questions that we believe may have an impact on achieving your desired outcome."

With that opening, he caught their undivided attention. The first slides focused on their current situation. My client asked pre-planned questions on vital topics to verify his understanding of the status quo and learn more in-depth information. These simple-to-answer questions were designed to get the prospects talking.

After that, my client brought up several key issues they'd uncovered in reviewing the RFP. This led to a discussion on root causes versus presenting symptoms. My client then offered new ways to tackle the problem that were less disruptive.

Finally, they challenged the prospects' thinking on some "must have" criteria, suggesting options they thought might work better. This stirred up another highly engaging conversation.

In short, they started working on this $400,000 project during their presentation.

The results? Remember, my client hoped to make it to the final three and had never even competed against the biggies before.

But the actual outcome was even more surprising. Instead of going to a second round of more intensive presentations with the finalists, my client was awarded the contract within the week. Because everyone on the committee wanted to work with them, they canceled their final presentations.

So many people are afraid to give away their ideas before a contract is signed. But often that's the best way to win the business.

What would you do for a customer that you'd never think about doing for a prospect? Are you holding back something because you're afraid they'll steal it? Are you approaching your meetings as a chance to really "strut your stuff" or are you getting to work?

For many sellers, this is a new concept. Think about how you can be more collegial-even before you start working together. It's worth it.


Jill Konrath, author of SNAP Selling and Selling to Big Companies, helps sellers crack into new accounts, speed up sales cycles and land big contracts. She's a frequent speaker at sales conferences. For more fresh sales strategies that work with crazy-busy prospects AND to get four bonus sales-accelerating tools, visit

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Friday, January 28, 2011

Friday Night #Marketing News from Mediapost

Click & read:

by Aaron Baar
Sony's follow-up to the PSP and PSPGo is designed to compete with the gaming capabilities of both the smartphones and the Nintendo systems, as well as the social connectivity people have come to expect from their entertainment devices. (One assumes it will have a different name than its current "Next Generation Portable" when it launches in late fall.) ...Read the whole story >>
Financial Services
by Tanya Irwin
A spinoff of its national general market advertising campaign, "Mayhem," Allstate is introducing an effort with the antagonist "Mala Suerte," who represents unfortunate circumstances. Meanwhile, a new 30-second spot from American Family Life Insurance, "Three Kids," is aimed at reaching both the Hispanic and general market. ...Read the whole story >>
by Karl Greenberg
The Olympic medalist, uber-decorated X Games athlete, and superhuman practitioner of all things skate or snowboard, may just take up auto racing next. White has signed a multi-year deal with BFGoodrich Tires, the first such program the company has ever done at this level. The effort is part of the tire company's new "Upgrade to BFGoodrich" campaign starting up this week at the ESPN Winter X Games 15 in Aspen, Colo. ...Read the whole story >>
by Karl Greenberg
Zipcar, Inc., a car-sharing service, has signed a deal with Toyota to put the new plug-in Prius Hybrid into fleets in Boston/Cambridge, San Francisco and Portland, Ore. The automaker says the point is to do further testing and evaluating of plug-in hybrid technology and find out how well electric vehicles can work in a car-sharing model. ...Read the whole story >>
by Wayne Friedman
Healthier messaging from big fast-food and confection companies is getting women to talk to each other. A six-month analysis from the Women at NBCU Brand Power Index shows that brands just as McDonalds, Nestle, and Frito-Lay, are generating bigger online and off-line buzz. ...Read the whole story >>

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Tips from Pat & Dale

I'm a graduate.

Of Dale.

Pat Mcgraw explains which "Dale" with these 9 tips:

Improving Sales and Marketing Performance

Posted: 26 Jan 2011 07:00 AM PST

I was flipping through some old books and came across one of Dale Carnegie’s books that I was given by a former boss in one of my first ‘real jobs’ after graduating from college. (Wish he had read the book and followed Mr. Carnegie’s principles – it would had mad my time with him a lot more enjoyable.)

Here’s one of my favorite lists – and if you’re interested in learning more, click here for a free ebook from the folks at Dale Carnegie Training.

  1. Don’t criticize, condemn or complain.
  2. Give honest, sincere appreciation.
  3. Arouse in the other person an eager want.
  4. Become genuinely interested in other people.
  5. Smile.
  6. Remember that a person’s name is to that person the sweetest and most important sound in any language.
  7. Be a good listener. Encourage others to talk about themselves.
  8. Talk in terms of the other person’s interests.
  9. Make the other person feel important – and do it sincerely.

If you want to improve sales and marketing performance, you might want to make sure that these 9 simple concepts become part of the culture. (Heck, I wouldn’t even limit this to sales and marketing – if these concepts were part of your corporate culture, you might have a lot more collaboration and a lot fewer territorial battles.)

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February 6, 2011

Certain events occur at a specific time or date. If you are not ready for them, you miss out.

For example:

Super Bowl Consumer Spending to Hit $10 Billion

Consumers Will Purchase Plenty of Food and Beverages -- but also TVs and Team Apparel

Americans are planning to take a break from their spendthrift ways, at least for Super Bowl Sunday.

According to a new survey out from the Retail Advertising and Marketing Association, conducted by BIGresearch, total consumer Super Bowl spending is expected to reach $10.1 billion, the highest in the survey's eight-year history. More people also plan to celebrate the event by throwing a party, attending a party or watching at a bar or restaurant.

Likewise, consumer sentiment toward advertisers also appears to be improving. In the depths of the recession more consumers said advertisers should bypass pricey Super Bowl spots and pass the savings onto them. This year 17% expressed that sentiment, down from 21% in 2009 and 19% in 2010. Fox, which is broadcasting the game on Feb. 6, is reportedly seeking between $2.8 million and $3 million for 30 seconds of commercial time in this year's game.

"The consumer is feeling more optimistic," said Mike Gatti, executive director at RAMA. "Spending is starting to come back, and it's on these little splurgy things. It's not crazy. But people are saying we're going to crack open the wallet and do something."

Of the 83% saying they will purchase Super Bowl-related items, including food, beverages, TVs, furniture, team apparel and decorations, the average person will spend $71.51, up from $64 a year ago and in line with 2007 spending. Mr. Gatti said he expects to see a lot of promotion around the Super Bowl, with retailers looking to the event as the first opportunity to stimulate sales post holiday.

While the majority of people plan to purchase food or beverages, plenty are still looking to bigger-ticket items, like TVs. The number of consumers saying they'll purchase a TV jumped 25% this year to 4.5 million people.

That's good news for electronics retailers, which saw tepid TV sales over the holidays. Best Buy, for example, reported that for the month of December, consumer electronics sales fell 8% at stores open a least a year, primarily because of a low double-digit decline in TVs. Best Buy and Sears are already aggressively promoting high-definition TVs for the big game.

"Our customers tell us that this is an ideal time of year to upgrade or invest in new big-screen televisions, so we wanted to give them a great excuse to come into Best Buy by offering deals on some of the best and largest TVs we carry," said Mike Mohan, senior VP-home theater at Best Buy.

With the New York Jets' and Chicago Bears' Super Bowl dreams dashed, some sporting goods execs have speculated that apparel and accessory sales could be lackluster. The Green Bay Packers and Pittsburgh Steelers represent smaller markets. But, Mr. Gatti pointed out, both are storied teams. "Maybe sales would have been a little higher, based on the teams, but Green Bay and Pittsburgh are both pretty strong, popular teams," he said.

What consumers plan to purchase for Super Bowl Sunday:
-- Food/Beverages, 69.5%
-- Team apparel or accessories, 7.3%
-- Decorations, 6.0%
-- Television, 4.5%
-- Furniture, 2.0%
Retail Advertising and Marketing Association

(Source: Advertising Age, 01/26/11)

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It seems I'm posting a lot of stuff from Drew recently...

Here's another one worthy of your time, and it is very timely:

Do you know who you're selling to?

Posted: 27 Jan 2011 04:29 AM PST

97940937Selling isn't a one size fits all proposition. I'm not telling you anything new when I say -- the more you know about your prospect, the better the experience for all concerned.

We've all read the sales books that talk about being observant when you walk into someone's office. You know -- noting that they have pictures of their Irish Setter, their golf outings and their twin boys on their desk -- you strike up conversations about those interests and make a connection between you and the prospect.

That's all well and good but especially if you have a product/service with a long sales cycle you'd better know who they are long before you step foot in their office.

RainToday ran a very smart article that talked about the 8 buyer personas. (click on the link to read) The article describes each personas' personality and how to best sell to them. Well worth the read. You will meet:

  • Decisive Danielle
  • Collaborative Claire
  • Relationship Renee
  • Skeptical Steve
  • Gradual Greg
  • Warp 9 Walt
  • Analytical Al
  • Innovator Irene

But for many of us -- in this world of social media, consumer driven content and a 24/7 world -- we start talking to our customers before they're even on the radar screen as a customer. They're aware of us long before we're aware of them.

How do you make sure you're talking to them about what matters? One of my favorite ways is to create personas...not based on their buying style but based on who they are and what they care about. I wrote about that, using this blog as an example several years ago. (click on the link to read)

I have to tell you, as this blog has grown and gained more attention -- I still write for Ian, Erin and Patrick with every post. And I'm guessing you are very much like one of them or you wouldn't keep coming back.

Keep in mind what selling is all about. (or at least my opinion of what it's all about) It's about putting yourself out there as you genuinely are and inviting people in for a look. If you attract the right people -- they'll buy.

As I said in the opening paragraph -- the more you know about your prospects, the better the experience. Part of what makes that experience good is that you aren't trying to sell ice to eskimos. You're attracting the right kinds of buyers -- people and companies who truly need or want what you sell. You don't have to ram it down their throats. People hate being sold to -- but they want to buy.

Use both versions of personas (mine and RainToday's) to have a good, honest conversation with the right prospects. Talk about them, what they care about, and where they need some help.

Then, be ready to make the sale.

Remember -- RainToday is closing their Selling Consulting Services course on Friday, January 28th. You can check it out here. Once you click the link, you can also download their free report (whether you sign up for the course or not) The New Rules of Selling Consulting Services in 2011.

Full Disclosure: While RainToday has offered to pay me a small commission if anyone signs up for the course, I am sharing this with you because I think you’ll find tremendous value in it. Otherwise, I wouldn't put your trust on the line.

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Thursday, January 27, 2011

Thursday Night Marketing News from Mediapost

Click & read:

by Karl Greenberg
Just as the economy is clawing its way out of the ditch of a two-year recession, 2011 may be the year the price whiplash smacks consumers: feedstock and commodity prices started rising last year for everything from coffee to strollers. Consumers started paying the price in the fourth quarter. Now it looks like they will continue to do so this year. ...Read the whole story >>
by Karl Greenberg
The consumer Web sites for auto brands should be like their products: easy to use and satisfying, from home page to specific pages for a company's different models. And like a well-designed vehicle, all of the parts should fit together well without big gaps between various panels. ...Read the whole story >>
by Tanya Irwin
While all cruise lines claim to offer beautiful accommodations, great dining experiences, and excellent service, Celebrity's point of distinction is offering a "better, different and special vacation experience" including "trendsetting onboard experiences." ...Read the whole story >>
by Sarah Mahoney
Looks like Americans are in the mood for love. A new spending survey from the National Retail Federation reports that Americans who celebrate Valentine's Day are planning on spending $116.21, an 11% jump from last year's $103. And the Washington, D.C.-based trade group says it anticipates total spending for the Feb. 14 holiday to reach $15.7 billion. ...Read the whole story >>
Food and Beverages
by Karlene Lukovitz
With the food industry's new "Nutrition Keys" front-of-pack label making news, marketers might be curious as to consumer usage of the existing, government-mandated Nutrition Facts panel that has been on the back of food and beverage labels for 16 years now. ...Read the whole story >>
by Sarah Mahoney
Kohl's is rolling out its spring marketing campaign for Candie's, but instead of Britney Spears, it features "High School Musical" cutie Vanessa Hudgens. The actress will make her debut for the brand in March issues of such magazines as Seventeen, Teen Vogue and Cosmopolitan, as well as Kohl's outdoor billboards, in-store graphics, online and direct mail. ...Read the whole story >>

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They're Talking About You

on Facebook and other social media sites:

Fad Or Fact?: Social Media Impacts Purchasing Decisions
In the past few years, companies across all categories of business have come to realize that moms rely on social media to help them make decisions about what to buy for their children.

Unfortunately, in many cases, they've reached that conclusion based on little more than the constant hype about "the power of social media."

We wanted to help our clients make decisions based on fact. We wanted to know: Are moms really making their purchasing decisions in response to social media? Toward that end, we commissioned The NPD Group, a leading market research company, to help us find the answer and to provide us with greater insight into how and to what degree social media influences what moms buy.

The just-released study, "Social Media Moms: How Networking Impacts Purchasing Behaviors," provides a comprehensive look not only at what motivates moms' purchasing decisions but also at moms' overall use of social media. Based on responses from a sample of more than 2,000 moms who actively use social media, following are some key findings:

  • 79% of all moms in the U.S. with children under the age of 18 are active in social media.
  • Of these moms, about one in four (23%) said they have purchased a children's product as a result of a recommendation from a social networking site or blog.
  • Online recommendations have even more impact among the most frequent social media users: 43% of active social media moms who use these sites on a daily basis have purchased a children's product as the result of a recommendation from these sites.
  • More than half (55%) of these moms said they made their purchase because of a recommendation from a personal review blog.
  • 40% of these moms made a purchase because of a Facebook recommendation.

The study also provided a very detailed look at the kinds of products moms buy as a result of social media recommendations, specifically what online sources they rely on the most, the types of blogs they prefer to visit, and how moms interact with corporate social media efforts.

The NPD Group fielded an online survey to members of its online panel and to members of the Child's Play Communications online panel. The two different sources provided data to create both a holistic view of U.S. moms and their interaction with social media, as well as a deep-dive into the behaviors and preferences of social media moms. The complete survey is available for purchase from NPD.

Clearly, social media is a dominant force in the lives of mothers, and moms nationwide are making purchasing decisions as a result of the information and advice other moms are providing through social media.

Stephanie Azzarone is founder and president of Child's Play Communications and editor and publisher of the newsletter "Marketing Communications:Moms" and the blog "Mom Market Trends." Follow her on Twitter at ChildsPlayComm.

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New Ad Campaigns

from Amy:

Audi pays homage to a children's book while Nike borrows from Cyrano de Bergerac. Let's launch!

1Yahoo Mail launched two sweet TV ads promoting its increased storage space and picture slideshow capabilities. It almost makes me want to use Yahoo Mail. Almost. A daughter conveys her love for her father in "World's Greatest Dad." A series of animated father-daughter events of the past play out and conclude with Dad saving this precious email from his little girl. Watch it here. A man longs to reconnect with his ex-girlfriend in "Lover Come Back." His heart broken, an animated black-and-white version of the man reminisces about good times shared, dancing, picnicking and cheering on their favorite sports team. The hole in his life is filled when his girlfriend returns his heart... intact. See it here. Goodby, Silverstein & Partners created the ads, produced by Blacklist.

2Nike, celebrating its partnership with the French Football Federation, launched "Vive Le Football Libre," highlighting up-and-coming athletes and their snazzy new Nike uniforms. Athletes practice and play games in muddy and snowy weather as a voiceover borrows words from a duel scene in Cyrano de Bergerac. "Prince, drop your weapon. Humbly kneel; Seek grace from God in requisite; Repentance. Now I stamp the seal; the poem ended -- and I hit," reads the final stanza, as a player kicks the ball at a crucial moment, to the delight of fans inside the stadium. Watch the ad here, created by Leg and produced by Little Minx.

3Say goodnight to Mercedes-Benz and good morning to Audi in "Good Night," a TV spot promoting the Audi A8. The ad serves as a nod to "Goodnight Moon," a children's book written by Margaret Wise Brown, about a baby bunny saying goodnight to everything around him. Audi's version, however, is filled with excessive, old luxury, like mink stoles, expensive cuff links, chandeliers and a Mercedes-Benz. Good morning to illumination, innovation and unequaled inspiration says a voiceover, as an Audi A8 starts its engine. See the ad here. Venables Bell & Partners, San Francisco, created the ad, directed by Daniel Kleinman and edited by Cut + Run.

4K-Y launched a pair of ads in preparation for Valentine's Day. Judging by the ad, "Nutmeg," I have a feeling the spice will become a secondary name to reference K-Y. Let's begin with "Preparation." A man spends all evening preparing a romantic night with his ladylove: he cooks several versions of dinner, he tries on multiple outfits, does push-ups, sets the table to perfection. Once his woman comes home, she shows off her K-Y Intense purchase and it's off to the bedroom. See it here. The couple discusses the previous night's amazing "dessert" ingredients while eating breakfast. The subtitles inform viewers that nutmeg is really a euphemism for K-Y Intense -- and both parties will be calling in sick today. Watch the ad here. Mother New York created the campaign.

5EA's Dead Space 2: the video game only a mother could hate. In other words: gamers will love it. "Your Mom Hates Dead Space 2" takes mothers' bona fide reactions to the game's violent content and creates a humorous 30-second spot. "Why would they even make something like this," asks one concerned mother. Add to this graphics of over-the-top scenes from Dead Space 2 and you have one proud game manufacturer. Watch it here. Check out the Dead Space 2 Web site for long form versions of moms reacting to the game. Draftfcb San Francisco created the campaign.

6Land Rover phones are rugged and capable of withstanding almost anything that stands in its way, like elephants, giraffes and cement trucks. Three print ads launched in the U.K., depicting phones in different outlandish strength test scenarios. In "Safari," an elephant stands atop a Land Rover phone as it carries wild animals and safari gear. See it here. Phones also withstand heavy construction vehicles and emergency rescue equipment, shown here and here. Y&R Lima and RKCR/Y&R London created the campaign.

7Now this is my kind of entrance. Is this how the Salahis crashed the White House party? Heineken launched "The Entrance," a great viral video that follows a charming party crasher as he greets characters like a decorated one-eyed general and kung fu expert. Did I mention he gifts the one-eyed general with a faux eye? Say good-bye to the eye patch. Our charismatic party crasher also charms the ladies, sinks an unthinkable basketball shot, and hops onstage to perform with the band, The Asteroids Galaxy Tour. Watch the video here, created by Wieden+Kennedy Amsterdam.

8You either have a Super Bowl ring or you don't; and it's clearly better to have than to have not. Fox Sports Marketing ran a series of amusing TV ads throughout the football season to promote NFL on FOX. The ads star the haves: Terry Bradshaw, Troy Aikman, Howie Long, Michael Strahan and Jimmy Johnson, and the have-nots: Curt Menifee, Joe Buck, Frank Caliendo and Jay Glazer. In "Lobby," a hotel tells the have-nots there are no rooms available. Howie Long saves the day by waving his Super Bowl ring, scoring the gents four penthouse suites. Watch it here. Going through airport security is a pleasure, if you have a Super Bowl ring. You can keep your shoes on, drink champagne and carry large knives. See it here. "Pool Party" is my favorite ad. The have-nots think they scored a VIP poolside hut... until they look across the pool and see how the Super Bowl ring men party: with Usher, Hugh Laurie and a bevy of beautiful women. Watch it here. Fox Sports Marketing created the ads, produced by Smuggler and edited by Arcade Edit.

9Random iPad App of the week: Rodale's Organic Gardening is touted as the first gardening magazine to enter the iPad field. Monthly issues are available for purchase in the App store for $3.99. Bonus content not found in the print issues can be accessed through the app, including photo galleries, how-to videos and recipes.

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

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Turn it Around

from the Labov Sales Channel:

Re-wording the problem

I had an interesting conversation yesterday regarding a problem I was having completing a task. The man I was speaking with rephrased the issue and it made me think differently about how to solve the problem. At first, I resisted, thinking this wasn’t what I was dealing with at all, but then suddenly the problem became manageable.

It reminds me of a similar issue I had with a client several years ago. The client wanted to go to market with a product so they could be first; however, they couldn’t sell the idea up the ladder due to the perceived lack of demand in the market. We repositioned the pitch to show how it filled a void in the market, and the product took flight. It was the exact same product, but we discussed it in a different way so it had new meaning. Once we understood all the angles as seen by others, we were able to adapt our message and cope with the reality of the situation.

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Wednesday, January 26, 2011

Wednesday Night Marketing News from Mediapost

Click & Read:

by Karl Greenberg
DonQ Rum is launching a digital contest dangling a trip to Puerto Rico as grand prize. The "Master of All Skills" is ultimately meant to spotlight how DonQ's distillers are masters of their particular craft. ...Read the whole story >>
Food and Beverages
by Karlene Lukovitz
The objections focused on accusations that the initiative amounts to a self-serving attempt by the industry to pre-empt the Food and Drug Administration's initiative to develop a voluntary but agency-regulated FOP system. ...Read the whole story >>
by Sarah Mahoney
A new survey from the National Retail Federation predicts that come Feb. 6, Super Bowl partiers will spend $10.1 billion, with 171 million planning on watching the game -- the most in the survey's history. Of those, 34.9 million -- or 15% of viewers -- plan to host their own parties, an increase from last year's 31.6 million. And 61.2 million, or 26.3%, plan to attend a game party, up from 58.8 million last year. ...Read the whole story >>
Financial Services
by Tanya Irwin
State Farm's MoveTools allows users to virtually pack every room in their house by clicking and dragging pictures of items into a moving box. Once the box is filled -- both virtually and for real -- users can print out a "smart label" to attach that can be read by smartphones and reveals the contents. ...Read the whole story >>
by Karl Greenberg
This year, Kia is taking a page out of sibling Hyundai's big-voices, big-places strategy to promote its 2011 Optima and other vehicles. The Irvine, Calif.-based automaker is not just advertising in the Super Bowl along with Hyundai and getting vehicles in the new series "Nikita" on The CW Network. ...Read the whole story >>
Packaged Goods
by Aaron Baar
To help promote its reformulated dog food and the contest, Purina has enlisted country music-playing siblings "The Band Perry" -- and their dogs -- to be the face of the campaign. In addition to leveraging the band's popularity, the company will use significant public relations efforts to promote the contest. ...Read the whole story >>

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Facebook Marketing

At the beginning of 2011, I launched another site, a blog dedicated to Social Media. It's called ScLoHo's Social Media Adventure and it is updated weekdays at noon. Click here.

I'm not planning on talking much about Facebook, it's not my favorite social platform but there are some ways you can use it for your business if you know how.

The Wonder Branding Blog has 5 ways:

5 Quick Ways To Market Your Business On Facebook

Posted: 12 Jan 2011 06:00 AM PST

Any business can create a Facebook page.

It’s how you work the page that strengthens the relationship with customers.

Let’s say you’ve created a Facebook page for your business, but now you don’t know what to do with it.

Here are 5 basic elements you can use over and over, that will build exposure for your business, create dialogue between you and the consumer, and connect customers with each other:

1) Ask questions. Once or twice a week, post an question that is relevant to your business, and interesting to your customers.

Have you tried meditation? Was it relaxing? Was it hard to relax? What worked for you to keep yourself in the present? (Naturopathica Skin Care)

How have you or your child accessorized their Strider? (Strider Running Bikes)

2) Let your fans ask questions. Once in awhile, put up a post encouraging your fans to ask questions and/or request help. It builds trust between you and your fans, encourages dialogue, and places you as the expert in your field. It also creates conversations between customers and builds community (take a look at Pandora Jewelry’s page – wow!).

3) Post videos. You don’t need a fancy video set-up – a simple Flip camera or your iPhone camera will do. Post a short video (no more than two minutes) on a topic relevant to your business – one that will educate the customer. They’re fun, easy, and add a new dimension of personality to your business (check out WiseGrass for some great examples)

4) Hold contests. Get your fans involved in posting photos or videos according to a topic you decide in advance. Own a home/office organization company? Hold a “messiest closet” contest (winner gets two free hours of organization help). Run a bookstore? Have fans list their “desert island” book list (best one wins a gift card to the store).

5) Last, but not least, offer discounts and special events for Facebook friends only. Give them a “secret password” to use at the counter for an extra 20% off. Invite them to a special cocktail hour with a renowned author. At least once a month, offer your fans something that is only for them. Once they catch on, word-of-mouth will spread and your fan base will grow exponentially.

Facebook is free and it’s a tool you should be using everyday. If you take these 5 ideas and rotate them on a regular basis, you may never need another Facebook idea again.

How are you using Facebook? Share in the comments below!

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Lessons from Jack

Seth Godin summarized 96 years with these 8 points:

Eight Lessons from the life and work of Jack LaLanne

  1. He bootstrapped himself. A scrawny little kid at 15, he decided to change who he was and how he was perceived, and then he did. The deciding was as important as the doing.
  2. He went to the edges. He didn't merely open a small gym, a more pleasant version of a boxing gym, for instance. Instead, he created the entire idea of a health club, including the juice bar. He did this 70 years ago.
  3. He started small. No venture money, no big media partners.
  4. He understood the power of the media. If it weren't for TV, we never would have heard of Jack. Jack used access to the media to earn trust and to teach. And most of what Jack had to offer he offered for free. He understood the value of attention.
  5. He was willing to avoid prime time. Jack never had a variety show on CBS. He was able to change the culture from the fringes of TV.
  6. He owned the rights. 3,000 shows worth.
  7. He stuck with the brand. He didn't worry about it getting stale or having to reinvent it into something fresh. Jack stood for something, which is rare, and he was smart enough to keep standing for it.
  8. Jack lived the story. He followed his own regimen, even when no one was watching. In is words, “I can’t die, it would ruin my image.”

He died last week at 96. I don't think he has to worry about ruining his image, though.

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Dangerous Discounts


The Perils of Discounting
by The Whetstone Group
Problem: The CFO was worried. For the past six months the company's margins had been dropping and now they were at the point where something had to be done. Finance had researched the situation thoroughly and the finger was pointing directly at sales.

Analysis: Ron, the new sales manager, was brought in from outside the company to build sales volume. Aggressive and optimistic, he was determined to make a name for himself quickly. In his eagerness to increase sales, he began to approve his reps' requests for discounts to close deals quicker. He believed shaving a few points off the selling price wouldn't hurt anything, and they'd quickly make it up with increased volume. Pretty soon, as his reps discovered that discounts were easy to get approved, they began offering them more frequently and they became dependent on discounting as their default closing tactic. Sales were increasing, but Ron wasn't paying attention to the bigger picture...

SalesDog 2701 Loker Ave. West, Ste. 148, Carlsbad, CA 92010
Tel: 760-476-3700 • Fax: 760-476-3733 • Web:

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Tuesday, January 25, 2011

Tuesday Night Marketing News from Mediapost

Click & read:

by Karl Greenberg
Both the products and the news are surprising in the motorcycle business this year, as companies like Honda and Harley try unusual methods for getting younger consumers, or first-time consumers, to swing a leg over a bike. ...Read the whole story >>
by Aaron Baar
"What professionals need [is] highly qualified, customizable information," Gus Carlson, chief marketing officer for Thomson Reuters, tells Marketing Daily. "Their challenge is not [not] getting information. In fact, there's too much out there. The challenge is to capture that information, boil it down and give them what they need." ...Read the whole story >>
by Karl Greenberg
BMW wants people to know that its new X3 crossover comes in all sorts of flavors -- and that it is, by the way, built in the U.S. The company, which is advertising in the forthcoming Super Bowl broadcast on Fox, will get these messages across both in the TV spots and via an associated social-media push. ...Read the whole story >>
by Sarah Mahoney
"Penney is making progress, and becoming more contemporary," says Sally Mueller, a former marketing executive with Target who now runs Mueller Marketing in Minneapolis. Further, she adds that dumping some "dinosaur" businesses, such as catalogs and custom decorating, "will enable it to better focus on digital and social strategies." ...Read the whole story >>
Financial Services
by Tanya Irwin
As Walmart's exclusive provider of in-store tax preparation services, Jackson Hewitt is undertaking an "extensive, all-inclusive" marketing campaign to reach the more than 130 million customers who visit Walmart stores in the United States on a weekly basis, as well as the 1.6 million associates working in those stores. ...Read the whole story >>
Food and Beverages
by Karlene Lukovitz
The system -- to be used by store brands, as well as the brands of national and regional food and beverage makers -- is intended to help busy consumers, and busy parents in particular, make informed choices when they shop, said GMA president and CEO Pamela G. Bailey, during a press conference. ...Read the whole story >>

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