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Multitasking Article as it appeared in Connect Magazine

How many times has this happened to you–you’re sitting with friends, talking about funny TV shows or commercials.  Someone says something like, “Hey, remember that commercial with the gorilla dancing in his car while waiting for a light to turn green?”

“Oh, yeah, I think I remember that one.  What company was that for again?”

And nobody remembers the advertiser!

“Um, I think it was for a mortgage company . . . no, no, it was for life insurance . . . oh, no, wait, I think that was that commercial with the talking buffalo.”

Well, guess what–if you can’t remember who an ad was for, no matter how entertained you may have been, there’s very little chance the ad has been successful in making a connection between you (the potential user) the brand doing the advertising.

David Ogilvie stated that 80% of advertising confuses the consumer (if it wasn’t 80%, it was a similar figure–it has been several years since I learned the figure in advertising school).  We could divide advertising effectiveness into three levels:

1.  Boring and safe, something very few people will notice.  (BTW, this is a big problem in Utah, where my agency is located.) Such advertising is usually very factual, and is based on the very wrong assumption that your prospective users are as interested in a company as the owners of the company are.  In fact, that is never the case. To the owner(s), that business is lifeblood, the thing they spend most waking hours thinking about. To consumers, it’s just another one of about 16 billion companies. This type of advertising is only effective to the 0.5% of viewers who are very much in the market right now for what a company offers.  A few viewers may have spent the past two weeks thinking, I need to get an electric skooter!  The boring, very factual ad comes on and spouts all the features and affordability of your skooter. Of course they pay attention to the ad.  However, the other 99+% of viewers tune it out immediately.  If the ad had some creativity, they’d have paid more attention, and, if the creativity was done right, a connection with the brand may have been initiated.  When the time came to perhaps look into buying the product, or at least to recommend it to someone else, that name brand would likely be on their list of considerations.

2.  Creative, but with little or no connection to the brand.  This is like the type of commercial I used to lead off my blog entry.  I won’t say that anybody can be creative, but I will say that there are a lot more ad agencies out there that can conjure up creative ideas that have nothing to do with the product than there are agencies that can make creative that connects the dots.

Usually, there is a weak connection, a feeble attempt to get people interested in the product itself, but not the brand.  An example of this is in the new ads for Amp, an energy drink mothered by Pepsi Co.  You may have seen the main commercial, one which was debuted on the Super Bowl broadcast in January, 2008.  If you haven’t, you can  see it at http://www.youtube.com/watch?v=ecQnqW80zbU.

In this spot, a fat, pseudo-hip (hat on backwards, ultra-skinny beard) twenty-something, has taken his tow truck into the desert to jump start the stalled car of a young woman.  His jumpsuit is pulling open in front, revealing a plump belly and a set of “man boobs.”  This guy (ouch!) proceeds to hook up the jumper cables to his nipples, and goes into a very annoying dance, apparently trying to produce enough energy to start the car at the other end of the cables.  As this fails to start the car, he then gulps down some Amp, tries again, and this time the car starts right up.  The amp ad fails on many counts because although it evokes attention, there are many negative associations:

a.  The boy is fat, unattractive, and annoying.  People don’t want to ingest something that will make then fat, unattractive, and annoying.

b.  The mere image of someone clipping jumper cables to his nipples is painful.   I would imagine such an image to be especially painful to women viewers.

c. The attempted link to the product is to what the product can do for viewers, not to the brand itself.  The product will give someone energy.  However, products such as these which are advertised to the masses must create a “me too” feeling.  The viewer wants to be included with the others who use the product.  Ads for the Mini Cooper, The Gap, and Sketchers (to name just a few) are much more successful.  Such ads depict people not overly concerned about the product’s details.  Instead, the people are shown to be having a good time with friends while using the product.  This creates a connection to the brand itself.  When a connection is forged with the brand, people become brand loyal.  Things like price become secondary.

The third effectiveness level of advertising, the type a company and it’s advertising people should strive for is

3.  Creative and connects to the brand.   That’s the trick.  Advertising must be creative and entertaining to get people to watch.  It then must connect to what is essential to the brand and how that brand’s products and services will affect prospective users, both emotionally and practically.

There are countless illustrations of good, creative ads that succeed.  One that comes to mind right now as a stellar example is one from a few years ago from Computer Associates. The commercial shows three men walking in a hallway, heading to an important meeting with clients.  The leader of the three asks one of the others if he has all the pertinent information for the meeting.  The one with the info points to his head and tells his boss, “It’s all up here.”  A second later, he walks head on into something hanging into the hallway, and is knocked out cold.  They attempt to revive him, but he’s not coming back for awhile!  The other man tells his boss that he also has all the info stored in his head.  However, as they enter the conference room to start the meeting, that man’s hand, which he was using to lean his weight on the conference table, slips off the edge of the table, causing his jaw to bang on the table, knocking him out.  Now the boss is left alone to present, but he has none of the vital facts needed to make the presentation.

Computer Associates provides computer backup services.  The ad is successful because, again, it is creative and provocative, but also, there is a direct link between that creative and the brand–you don’t want to not back up vital information.

Connecting advertising to a brand requires a good, creative ad agency, one with a track record of creating such campaign.  It also requires a company that is conscientious enough to realize that a creative agency will always come up with better creativity and production than the people in company would.  The company must trust that creativity.  The companies who trust their agencies almost always enjoy more successful ad campaigns that connect their advertising to their brand, and ultimately, connect the brand to users.

Recently I asked the following question on LinkedIn:

What is the best way to network on LinkedIn? Should you connect with anyone, or only those you know and trust?

Here are some of the answers I received:

“I like to link with everyone. I never know who I’m going to meet and who is going to respond. The relationships I’ve made by reaching out to people I didn’t know, but thought might share interests has been hit or miss, but the ones that have worked out have been more than worth the reaching for.”

Doug Hering (LION - LinkedIn Open Networker)

“LinkedIn policy is to only connect with people you know.

However, there are a great number of people on LI who are “LI Open Networkers” (LION) and they connect outright with anyone and everyone.

Then there are those who are in-between.

Remember a few points in deciding who to connect with.

1. You let everyone you connect with know your primary email address associated with your LI profile. Once they have that, they can do with it as they wish. (ie: They can email you all the time, they can sell your email address, they can sign your emailbox up for mailings, etc.)
2. If you try to connect with people you don’t know, they may say that they “Don’t Know” you and if you receive too many of those, LI restricts your acct.
3. You may get to know more people through your expanded network who could, at some point, help you.

It all depends.

In my opinion, to grow your own network, take out your address book and email everyone in it. Email any vendors that you have done business with. Email friends and family. Email anyone you know who has an email address.”

by Illona Cowen

Additionally, there is a book out that can help you. It’s called “I’m on LinkedIn…Now What?” by Jason Alba. Jason has outlined all the steps you need to take to utilize the power of LinkedIn. He also has a website that can help you with your questions about how to market yourself on LinkedIn. It’s www.linkedinhelp.com

Happy Networking!

Additional Note: The “Answers” part of LinkedIn is a useful tool for market research. The access to hundreds of thousands of business people and their expertise is so useful for when you need to do market research. Asking questions will continue to be a part of my weekly business research.

I was recently approached by a friend for some advice on getting some media exposure. His excitement about his company and the growth that it has experienced in the last few months, was apparent. His business is fairly unique and serves a distinct market niche. Because the business is the first of it’s kind, it will find an easier path to getting media exposure than those businesses where the competition is fierce.

However, your business may not have the advantage of being the first on the block. Most businesses don’t have that benefit. You likely have several competitors and struggle to distinguish yourself from them. If you’re no different than other businesses, then you won’t be able to grab the media’s attention - or your consumer. You might want to dust off your resume, in that case. If, on the other hand, you know you’re different and you can prove it, you are in a better place to get media attention than most.

I recently returned from a trip to Chicago with my family. My travel experience is not one I will soon forget. I arrived with my family a little more than two hours before our scheduled flight time and was told that the airline had no record of us on the flight we were booked on. I then waited in three different lines to get the problem resolved, only to find out that the flight had been delayed two hours.

I had remained calm and optimistic, even through my irritation. However, the point that sent me over the edge was when I checked in with the gate agent for the flight. He told that the boarding pass I held in my hand was a mere standby ticket. My family of five was on standby on the last flight out. The gate agent was the fifth airline representative person I had dealt with that day and the first to offer a smile, an apology and a fairly quick solution — but only after I explained to him that I would probably reach across the counter, grab his loud speaker and tell everyone in the concourse what an awful airline this one was and what I’d been through with them. Even though the gate agent resolved the situation and my family boarded the flight (which had now been delayed another hour) it wasn’t enough to keep me from telling my friends, family and business associates about my experience. The damage had already been done.

A company that has that much interaction with the public needs a strong public relations plan and implementation strategy. They need to have men and women who are not only trained in how to resolve problems, but also empowered enough to do something when a customer is at the end of their rope from experiences similar to mine. I talked to enough people in lines that day to know that this particular airline was not treating their customers as well as they could have.

If there are enough deeply unsatisfied customers of any company, especially a global company, like an airline, those customers will pass along their horrible travel experiences by word of mouth and via the internet. This will create a ripple effect and will, sooner or later, affect that company adversely.

Take a look at the airline industry as a whole. Fuel prices are not entirely to blame for the loss in business these companies are experiencing.

A solid public relations strategy not only gets the good stories out to the public, but can also be a company’s saving grace when it comes to crisis. The catch is to have the PR strategy in place before a crisis happens.

We’ve been meeting with several people who are looking for new marketing representation lately. They may not be fully aware of what they want from their advertising agency or PR firm, but many of them know what they don’t want.

For those of you who have worked in an agency setting, or have experience in working with an agency,  you’re likely familiar with the use of a creative brief  or marketing brief.

Here’s the definition from Wikipedia:

A creative brief is a document used by creative professionals and agencies to develop creative deliverables: visual design, copy, advertising, web sites, etc. The document is usually developed by the requestor (in most cases a marketing team member) and approved by the creative team of designers, writers, and project managers. In some cases, the project’s creative brief may need creative director approval before work will commence.

The creative brief, consisting of a series of simple questions asked by the creative team and answered by the requestor, becomes the guidepost for the development of the creative deliverable. As with many strategic documents, if the project goes off track referring back to this mutually agreed upon document to see where the divergence began is helpful.

Creative briefs can come in many flavors and are usually tailored to the agency or group that is developing the creative deliverable. They know which questions (and answers) are of paramount importance to them in order to deliver a high-quality creative execution.

A creative brief may contain:

• Background — what is the background of the project? Why is it being done?
• Target audience — what do they already think about this subject? Is there anything that should be avoided?
• Objectives — what is to be accomplished? How will this be measured and success understood?
• Single message — what is the one thing to tell the audience? What is the single thing they should remember about the offering? How will they believe what we say?
• Deliverables — what is to be used to give the audience the message? What is the best way or place to reach this audience?
• Timeline — how soon is this needed? When is it expected to be done? How many rounds (revisions) will this project undergo?
• Budget — how much can be spent to get this developed? Is there any budget needed to publish/flight the creative?
• Approvals — who needs to give the “okay”?

—

This document can be the saving grace for any agency/client relationship. Any changes made to a campaign or the working relationship between the agency and client would need a new creative/marketing brief. This allows both parties to know what to expect from each other and gives direction to both as to the standards by which they communicate. In cases where there might be one or more people working on a project or projects, this document helps everyone to be on the same page (pun intended).

The other day I met with a referral, a new business that sells furniture. I am curious about this new business and want to see how well they would fare. The area of this new shop has a lot of furniture shops with similar types of furniture (previously-owned and kitcshy). It appeals to a distinct group of people. I told these new owners that they would want to do some market research. I’m not sure they understood what I was talking about, so I’ll explain myself here…just in case they stop by this blog. If you’re a new business owner, this tidbit of information may help you.

In the perfect world, you wouldn’t have any competition. All your ideal customers and clients would flock to your door because you’d be the only show in town! But, most markets have more than one business competing for the same clients or customers. This can be used to your benefit, though.

You don’t have to reinvent the wheel. Find out everything you can about your competition, particularly if they have been around longer than five years. Know what their ads look like. Find out where they advertise, and how frequently. Do they put offers in their advertising, or do they simply do a pretty ad - what we call a “display” ad? If you get the chance, talk to the owner, and ask questions about what they have found to be successful in their marketing. How do they find their customers? How do their customers find them? If you know of and admire what another business has done, you can mimic, in some ways, what they have done. I’m not suggesting stealing their brand, copy or images, though. You simply take the elements you like about their marketing and bring that to a professional marketing/advertising firm to show them what you like. They will be better able to give you what you want if you can show them.

It’s almost as if you find a picture of a haircut you absolutely love and rather than try and recreate it in your own bathroom with some kitchen shears, you bring it to a professional stylist. “This is what I like,” you say. Then, they get to work creating a look for you that is entirely your own, but based on this fabulous haircut.

Next step…who wants and needs what you have?

This article will appear in the March/April issue of Wasatch Woman Magazine:

My husband says girls can’t throw. We throw like sissies, he says. Adding insult to injury, most men are such naturals that the only way they can throw like a girl is to use the “wrong hand.” It looks awkward and is inefficient at delivering the ball with speed and accuracy.

He’s right. I admit I throw like a girl. First off, I am a girl, and sadly, no one taught me to throw until I was an adult. However, powerful negotiation is one of those skills you don’t have to learn in youth. Learn how to be an excellent negotiator and you’ll feel as exhilarated as a little leaguer pitching a no-hitter.

Begin to negotiate like a powerful girl and create win-win situations for everyone involved. Begin with the basics and you’ll become a successful negotiator.

Emotion vs. Logic
One essential to negotiating is putting emotions in check. Workplace consultant and Work911.com creator Robert Bacal says as we become more emotional, we lose the ability to think clearly. The more we state facts and eliminate emotional judgments, the more we “maintain control,” counsels Bacal.

Let’s say you want a raise. To negotiate effectively, you have to prepare by knowing your subject and seeing things from all sides. Often, that means becoming a mini expert, learning more about it than your boss—a position of power. Here’s how you can.

1) Assess out how much of a raise you want. Research what others with your job earn, how often they receive raises, whether they get bonuses, and how their benefits structured. You are now armed to defend, with more logic than emotion, your increased salary.

2) Explain why you deserve a raise. Point out what you have done for the company, what you plan to do, and what your unique skills are. Quantify what you’ll give and what the raise is worth to the company. Reminded your boss he can’t live without you.

3) State when you want that bump in salary, putting yourself in the shoes of your boss. Consider your timing. Observe ahead of time what is happening in the company and what kind of resistance you may experience. Request your raise when you’ve just received a favorable review, a ringing client endorsement, or another job offer.

Women’s Intuition

Now that you’ve done your homework, you’re on your way to successful negotiation. Yet, don’t expect negotiation nirvana. You’ll probably still be nervous. However, when the stakes are high and your heart starts pounding, that’s the time to listen to your instincts and go with your gut. Remember, you’ve got feminine intuition–use it! Here’s how:

1) Play dress-up. You can usually better identify with your audience by dressing similarly. If you have a boss that is part of the “old boy’s club,” be a girl and wear your heels and a classy skirt or dress with a sport coat. Do not break out the cleavage card. It’s never professional.

2) Wear your “big-girl panties.” Stick to what you want. You are your own best ally. If you waver, you show that you don’t care about getting what you’re requesting. Write down what you want to happen, rehearse it and be prepared with evidence to support. Be prepared for an unfavorable response, though. Whatever happens, determine to be strong.

3) Use the perfect blend of sugar and spice. Friendliness and likeability will take you much further than you think. However, being sugary-sweet will turn most bosses or prospect off and appear fake. According to Tim Sanders, author of The Likeability Factor, “realness” will help you more than adopting false, unnatural traits.

4) Say what you want, then, zip it. After you’ve presented your case, ask for what you want. Making firm eye contact, state your monetary request, and promptly shut up! Don’t justify or explain. The pressure is now on the boss. Let him squirm. The moment you open your mouth to explain, your credibility is gone. When the answer is given, you may have to concede a bit, but now’s not the time. Know how low you are willing to drop, but don’t go there right away.

In summary, trust yourself and your talents. You will become better at negotiating when you practice. Find opportunities to hone your skills. High-priced boutiques or farmers’ markets are fun places to practice. You’ll find yourself more confident and in tune with your instincts. Stay firm. And, maybe, throw underhand next time a guy is watching.

Yeah, I know Mick Jagger said it first. That line ran through my head today as I met with an entrepreneur who has gone through four different marketing groups in the past two years. They didn’t give her what she wanted. She wanted results! Is that so difficult? It shouldn’t be!

Here’s what one of our clients said about us recently:

“Working with Pam and Carl Baumeister of Fruition Consultants made a huge difference in the success of my annual Christmas concert. From helping me analyze my website and email blasts to designing concert posters and coordinating publicity events, their approach was always cutting edge and innovative. They handled the high pressured and ever-changing entertainment world with professionalism and a smile. I never saw them sweat!”
-Kurt Bestor - Composer/Performer - Pinnacle Music Group

So, apparently, you CAN get what you want from your marketing group…you just have to be with the right group.

Have you ever gotten dressed in the dark? You’re in a hurry to get out early, but you don’t want to wake anyone up. You know what you want to wear, but you can’t seem to find it. You’re groping, feeling around, and hoping that you remember whether the shirt you want to wear has a longer collar than the others in your closet. Then, if you pull out a shirt, bring it out into the light, and find it’s not the one you want, you have to start all over again. If, for some reason, you’ve gotten dressed without going into the light to check what you’ve got on, you may find you’ve put on uncoordinated pieces, when, in fact, you do go into a lighted room.

This is sometimes what doing your own marketing can be like. You know what you’d like your image to be, but can’t seem to find it because you are “in the dark” as to how to best market your business. I’ve found some of our clients who have been doing their marketing themselves for a while have these frustrations. They’ve put together ads, but haven’t been totally happy with them and, much like an uncoordinated outfit, it makes their business seem out-of-sorts and uncomfortable.

There’s a solution, though. Fruition Consultants offers consulting for those “do-it-yourselfers.” We can tell you what will work and what will not. We’ll be honest with you if your ad isn’t right. We’ll also tell you where you may be wasting advertising dollars on placement. You don’t need to be a marketing expert, you just need to bring one in to give you the honest opinion on your marketing “outfit.”