More Smart Marketing

Campaigning for a Cause

2011-08-16T10:18:00.000-04:00

Can you pass a levy without spending heavily?

Several months ago, we faced that question when we took on the challenge of managing a campaign to pass a 3.8 mill Police Levy in Boardman.

The answer is YES — our levy passed by more than a thousand votes. It will generate almost $20 million over five years, but we spent less than $22,000 for the entire campaign. And all of that was raised by the supporters — no big corporate donors.

How did we do it? With education, demonstration and a lot of hard work.

THE DETAILS

Early this spring, Farris Marketing got involved in the Police Levy campaign in Boardman Township. Due to a lack of manpower, crime was on the increase — especially illegal drug activity. Our office is in Boardman, and many of us live here also. This was a pro bono account we needed to work on for the sake of the community and our families.

Police Chief Jack Nichols, a 34-year veteran of the force, recalls that in his first 20 years on the BPD, there were less than 20 arrest warrants in an entire year for drug-related crimes in Boardman. Today, there are two or three a week! That’s not good.

So we had to convince our cash-strapped neighbors to dip into their pockets and agree to pay $117 more a year to increase the size of the police force by 10 officers and another 10 support staff. The force won’t be as big as it once was, but it will help us stem the tide.

CHALLENGES

There were several. First, the levy effort failed the first time around in November. Then due to disagreements between administration and the unions, the levy was pushed from the May election date to a special election date on August 2.

Who votes on August 2nd? Not many. It was going to be tough to get people out to vote either way on an odd day like that. Not a good start, but this was too important to let that stop us.

A DIFFERENT TYPE OF CAMPAIGN

Early on, we determined the old-fashioned type of political campaign was not right for this effort.

Instead, we asked the police chief to head an organization called the BOARDMAN COALITION AGAINST CRIME. This was not a temporary organization just for the levy, but rather one that we will continue to use to keep the police and community in touch with each other.

Our first goal was EDUCATION. Instead of commercials and political deal-making, we arranged for the police chief and a Coalition member to meet and talk to local block watch groups, condo associations, realtors, clergy — any group that wanted to learn more.

We believed that once people heard the facts, they’d support the levy. We turned out to be right about that. The smaller groups have joined the coalition and have helped us spread the word and raise awareness.

Our second goal was to DEMONSTRATE SUPPORT. The Coalition developed several events to demonstrate that the public was behind the levy. The first was called SIGN THE CAR/SHOW YOU CARE. Supporters signed their names on a decommissioned Boardman police car in a public event on May 23. The car was brought to many events over the levy time period.

Other events included the Memorial Day parade, in which we walked with the signature car while wearing T-shirts and carrying signs. Our COPS AND QUESADILLAS fundraiser, the CLERGY CANDLELIGHT WALK AGAINST CRIME and the ROCK ‘N’ ROLL RALLY AGAINST CRIME also increased our visibility.

Our final goal was to GET OUT THE VOTE. As mentioned previously, we had a big challenge in that the vote was on an odd day and date. We are creatures of habit, and getting people out to vote that day was not easy. We ended up with almost 8,000 total votes, and that’s terrific. It shows that people got the message, and that they care about what happens in their township. For or against, it was important that residents voted — and they did.

OTHER KEYS

We got the right people involved from the start — those who cared about the issue and the community.
We listened to the public and responded quickly and truthfully.
We developed the right message — one that people would identify with and respond to.
We focused on high-FLESH, not high-def. We used meetings instead of media.
We told the truth — no spin. We were totally transparent. Boardman officials met with the press and everyone they could and answered every question as best they could no matter how difficult or challenging.

THE PILLARS

No campaign can succeed without pillars to support the platform. Our pillars were dedicated and talented people. They included, but were not limited to:

Boardman Township Trustees and administration officials
Police Chief Jack Nichols
Boardman Police Department and F.O.P. Lodge #43 members
Campaign Volunteers Vickie Davis and Jeff Barone
Resident organizers Chuck Coristin and Chris Dequelente
Pastor Bob and the Reverend Ash Welsh
Dozens of active volunteers and donors — businesses, residents and clergy

THE LESSON

Not all campaigns are decided with media dollars. Sometimes the right message and hard work can carry the day.

THE BANNED BLOG

2011-08-04T13:45:00.003-04:00

This post was originally on the Boardman Against Crime website but was removed because of a complaint by Fire Chief George Brown. I guess the truth hurts.

WE ARE (MOSTLY) UNITED

AN INSIDE LOOK AT THE HIGHS, LOWS AND DEFINING MOMENTS OF THE 2011 POLICE LEVY CAMPAIGN

by George Farris, Levy volunteer

This is not an “official” statement, analysis or summary. This is one person’s opinion (mine). Still, it’s something that needs to be said.

The final vote was nice, but that this community came together was even better. We talked, we worked, we got a better understanding and we stood up for Boardman Township, our families and our future. I am proud to be a resident.

The highs, lows and defining moments are below, but FIRST let me mention the PEOPLE. It’s the people that make the difference. Not catchy slogans. Not party affiliations.

Here are the people that made the difference in this campaign:

THE TRUSTEES

Larry Moliterno, Brad Calhoun, Tom Costello. They persuaded me to turn over all of my free time for five months and work on this campaign for a fee of $1.

But they gave me a free hand and more importantly THEY TOOK ALL THE CRAP at the town hall meetings. These three are the best team Boardman has had in those positions for a long time.

CHIEF JACK NICHOLS

Does he seem like a boy scout? It’s not an act. I’ve seen rulers that were less straight than him. When I first asked him to be the spokesperson of the campaign, he would have rather I hit him with his own Tazer. Every day. Three times a day. But he knew it needed done and he did it. He spoke at dozens of neighborhood gatherings, churches — even the local temple. He is a professional cop, a really good person and a terrific leader.

VICKIE DAVIS

I don’t know what I did right in my life to deserve getting help from Vickie. She did everything in this campaign that mattered — from making plans to making signs. She was the engine and transmission of this campaign. If there was a detail to be noted, completed or delegated — she handled it. And as many of our volunteers (especially cops) can attest, she knows how to give orders and get things done. I cannot thank her enough; and PLEASE if you see her, offer her your thanks also. We owe her — big time.

The F.O.P., the F.O.P. …and did I mention the F.O.P.?

There are too many cops that helped for me to name — but I can tell you the sheer volume of their contributions was incredible. FIRST, they put their put their money mouth is. They donated $10,000 from their treasury — still the largest donation of the campaign. And they networked for even more donations. (Thanks Big Money Ed.) They put up retail signs, attended every meeting, put on demonstrations, walked door-to-door in 90-degree weather on weekends. Their contributions to this campaign are truly what made the difference in winning. I believe that in my soul. These guys are the best — and I am glad I got to know them.

THE RESIDENTS

Chuck Coristin/Chris Daquelente. These guys made me realize what top-notch people live in our community. They got on board and helped us from beginning to end. Thanks so much guys.

THE CLERGY

Pastor Bob and Pastor Ash Welsh – Pastors, communicators, leaders, – these gentlemen helped us turn the tide. THANK YOU

OTHERS

Jeff Barone, our treasurer. Thank goodness someone knew how to balance a checkbook! Honest, efficient and hardworking. I did the people thing — he did the numbers. Thanks, partner.

Ashley Luthern and John Darnell, our Boardman press reps from the Vindy and Boardman News respectively. Ashley’s extensive coverage was fair and helpful. She showed everyone an accurate picture of the situation. John Darnell — he came through for us. Hardly unbiased, he is pro-Boardman and not afraid to show it. Thanks John!

THE HIGHS

The Car Signing Kick-off, The Candlelight March, the July 25 Trustee meeting when supporters got up unscripted and spoke from their hearts. Fantastic.

THE LOWS

The Boardman Firefighters’ offer to help and their subsequent disappearing act. Individually, several firefighters helped out with the large signs, rides to the polls, etc. That help IS appreciated. And the Chief made a donation. But unless I missed it — and I would love to be wrong about this — there was no union endorsement or donation to the campaign, no visible or vocal support on the web or social media, no statements of solidarity in the press or at events.

DEFINING MOMENTS

Chief Nichols’ outburst at a town hall meeting when a resident who lived near Poland asked if he was going to stop a neighbor kid from speeding if the resident supported the levy.
The Vindy headline that mentioned an “anti-levy group” – when in fact, no such group existed.
The neighborhood and other group talks
The drug raid with the NEU
The overnight ride along with Jeff Lytle, Bill Woods and others.

WE ARE UNITED. LET’S STAY THIS WAY.

We've Moved!

2011-06-27T14:01:00.003-04:00

More Smart Marketing has moved...
But that's not all!

More Smart Marketing is now Notes From Brand Camp.

We're still your source for branding and marketing insight. But the new name reflects what's inside a little better. Thanks for reading More Smart Marketing. We hope you hang out with us at our new cubicle: http://www.farrisbrandcamp.com/

ARE CREATIVE PEOPLE "QUIRKY?" ...or are we just crazy, lazy + sloppy?

2011-06-18T22:33:00.006-04:00

DRESSING QUIRKY

I get away with a lot...especially when it comes to my business attire. You see, I tell my professional clients (male) they should wear a tie and jacket at public or business events and meetings because it sends a message to the others that says, "you are important enough for me to dress up."

Yet, when I go to a meeting or public meeting, even with these same clients, I’m usually the only guy NOT wearing a tie. Sometimes I don't even have a collar to put the tie on — just a black T-shirt (ok, it's a Calvin Klein collarless casual sports shirt — but it still looks like T-shirt) along with a sports jacket and jeans. But you see, I am “creative,” so I am generally excused from conformity.

Is being creative really just a cop out for being lazy and sloppy? Until recently, I didn't think so. Then I took a closer look.

MESSY OFFICES

I am a clean person. I wear clean clothes. I've even received guff for taking a shower before workouts at the gym. On the flip side... my office is a mess. I've lost things in my own office because — despite the best effort of my young assistant who constantly straightens up after me — my office always looks like it was "tossed" by spies looking for a secret formula. So am I a closet slob? No... I'm creative.

MESSY CARS

Let me ask you... what's inside your car? Here's a brief recap of what's in mine: three empty sugar-free Red Bull cans, 8 or 10 empty water bottles, four pairs of sneakers, a dozen client files, about a half-inch of mud on the floor from my last climbing/hiking trip, $50-60 worth of coins scattered everywhere, coffee stains all over the light-colored leather, bluetooth headsets, keys from a police car (long story), an old bottle of prescription antibiotics (longer story), a Solar FlexRack flash drive, a cycling helmet, ticket stubs from movies dating back to the first Hangover, coupons I never use, a Farris coffee cup and something that is either a dead bug, a old vitamin or maybe a raisin.

But messy cars are OK for those of us who are creative...right?

ABSENT-MINDED & FORGETFUL

Creatives are expected to be absent-minded and forgetful right? If so, I am definitely creative.

Get this — in my office, staffers have a policy when I ask for a copy of something. When I ask for one copy, they make TWO — one I get immediately — and one I get when I lose the first copy.

Am I "quirky" or crazy? Well, I'm the boss, so I'll call it quirky. Of course, my partners and staff might say otherwise. Especially when they watch me leave the office and then return twice to get my phone or briefcase or car keys.

I also have a habit of leaving things on my car roof when I get in or out. Coffee, files and many packages are often seen flying off my car on the way out of the parking lot at Clifton and Market Street in Boardman.

I'M NOT ALONE

I'm not alone with the car roof issue. Ellie, a good friend and client, shared what has to be the "topper" of forgetful roof events.

Ellie is about half my age and about twice as creative. She told me about the time she was bringing a bowl of pasta salad she made to picnic or party. On the way, she witnessed a car accident on busy Rt. 224. One car had rear-ended another and traffic was stopped.

Ellie was waiting for the traffic to get moving again when she glanced over to the accident scene. That's when she noticed that the driver who did the rear-ending was pointing to her roof. Apparently, he hit the other car because he got distracted when he saw the bowl of pasta salad on the roof of her car!

DO WE NEED A SUPPORT GROUP?

I'm wondering if we creatives should have our own support group. But I doubt it would ever happen. We would never agree on the branding — should it be called Messy People Anonymous...Creatives in Crisis...or Forgetful but Fearless?

And even if we could agree on a name, we'd probably lose the meeting schedules — or just forget to attend.

I don't believe that all creatives with these quirks are crazy, lazy or sloppy. On the other hand, I can't guarantee they aren't. But let's face it, it's a great excuse isn't it? Try it and you'll see what I mean.

The next time someone complains that you left a mess, or forgot an important meeting, just say..."I realize I left a mess... but wow ...have I got a great idea!"

THE ULTIMATE BRAND: THE FIRST GRANDCHILD

2011-06-05T08:40:00.001-04:00

Starbuck's, McDonald's, Mercedes, BMW, Nike, Reebok, Budweiser, Coors, Raisin Bran, Special K, ESPN, NFL, Home Depot, Loews, Macy's, Target and dozens of other brand names are well known to me. But yesterday, all of these names faded away.

A new name overtook every brand I ever knew: Nico.

NICO was born at 5:51 am on Saturday, June 4, 2011. He is my first grandchild. A boy. When I held him in my arms for the first time and looked into his beautiful face, all I could think was..."there goes my heart."

Suddenly, this person I had never met, meant more to me than anything else in the world.

For a brief moment, I worried that I have another person to worry about and care for and I wondered if I could do that. I'm quite used to the status quo. I have enough to take care of, enough to do. I am getting selfish with my time. I have enough responsibilities.

So, do I want another person in my life to worry about? When it comes to Nico, the answer is a giant "YES!"

Talk about a new lease on life, a reason to live and a life-changing event. Your first grandchild is all of those cliches and more.

I'm sure my son Anthony has already experienced that moment of panic that a father feels when he wonders if he can provide properly for his new born.

But, as most fathers know, that thought quickly passes and is replaced with the determination to do whatever is necessary to make sure his child has everything he had and more.

For me and my spouse, the majority of our fears vanished when Nico and his mother both came through the experience healthy and well.

This healthy "beginning" is due in large part to my daughter-in-law, whom I affectionately refer to as "the Princess." She researched every aspect of pregnancy and early motherhood. She ate healthy foods, exercised, and did everything necessary and more to ensure this baby was healthy.

Another key to this happy event was my wife. She spent countless hours listening to the new mommy's concerns and issues.

We jokingly her as "Marie Barone," the TV mother of comedian Ray Barone. But her advice was often sought — and always received — on issues from what to expect during delivery, to what gifts to put on the register list for the baby shower — and (especially) the baby's clothes and how to decorate his room.

All grandchildren are special. In fact, my cousin said, "George, grandchildren are God's gift to you for having put up with your own children." And she's right. But the first grandchild is clearly the UberChild.

For my family, the Ultimate Brand isn't Starbuck's, McDonald's or Mercedes, or even Nike.... it's Nico.

May God Bless this Brand. ##

GRASSROOTS CAMPAIGNS -- do they work on a local level? We'll find out.

2011-05-22T09:28:00.001-04:00

When Farris was asked to develop and manage the Boardman Police Levy, we agreed immediately. And although this is a pro-bono* account, we take it very seriously. Our office is located in Boardman and two of the partners and several staffers live in Boardman.

The situation in Boardman Township, like many Ohio communities, is challenging. The state has cut back a lot of funding and tax revenue is down.

So our police force has been allowed to dwindle to just 47 officers, when we had 63 a decade ago. Worse, as the police force was shrinking, the criminal element was increasing.

And the scariest of all facts is that most of the criminals are involved with selling drugs, or crimes that help them to support their drug habit.

NO ONE KNOWS THIS
Unfortunately, years of a strong police presence have lulled us into thinking there is little or no crime in Boardman. But our police force is now going from emergency call to emergency call — responding to not just car accidents and shoplifters but to reports of serious crimes such as robberies, burglaries and assaults.

The police chief, Jack Nichols, a 34-year veteran of the force, recalls that in his first 20 years on the BPD, there were not even 20 arrest warrants for drug-related crimes in Boardman. Today, there are 2-3 per week! That's not good.

So we are trying to convince our cash-strapped neighbors to dip into their pockets and agree to pay $117 more a year to increase the size of the police force by 10 officers and another 10 support staff. The force won't be as big as it once was, but it will help us stem the tide.

A DIFFERENT TYPE OF CAMPAIGN
Early on, we determined the old-fashioned type of political campaign was not right for this effort. Instead, we asked the police chief to head an organization called BOARDMAN COALITION AGAINST CRIME.

Our first goal was EDUCATION. Instead of commercials and political deal-making, we arranged for the police chief and a Coalition member to meet and talk to local block watch groups, condo associations, realtors, clergy —any group that wanted to learn more.

We believe that once people hear the facts, they'll support the levy. So far, we've been right. The smaller groups have joined the coalition and have helped us spread the word and raise awareness.

Our second goal is to DEMONSTRATE SUPPORT. The Coalition developed several events to demonstrate that the levy has public support. The first major event was called "Sign the Car/Show You Care." Supporters signed their names on a decommissioned Boardman Police Car in a public event on May 23. The car is now available for the public to sign 24 hours a day at the Police station and two local shopping centers.

Our biggest objective is the GET OUT THE VOTE. This is a special election being held on August 2, 2011. That is an odd day to vote. Nothing else is on the ballot. So it goes against habits for people to vote at that time. We also know a large portion of the vote will be absentee ballots, so we have a heavy emphasis on promoting our issue to that group.

WILL IT WORK?
Only time will tell. It is a good effort put forth by honest citizens who are concerned about their families safety. It's the right thing to do. Let's see if the voters agree.

*Actually, we were paid $1 for our services. I joke to my union friends that before Ohio Senate Bill 5, our fee was $2, but Gov. Kasich made us take less.

PHOTO - Chief Jack Nichols accepts a $10,000 donation for the Coalition Campaign from the Fraternal Order of Police representatives. Also present were neighborhood block watch groups and representatives of local realtors and Boardman-area clergy.

AVOID THE SOCIAL MEDIA RUMOR TRAP

2011-04-21T09:09:00.003-04:00

Using social media such as Facebook for business and non-profit organizations can be a trap of sorts. You want to interact with customers and prospects — but unlike paid media, messages and responses are more difficult to manage. CEOs are concerned that a nasty rumor will be planted by a competitor or an anti-corporate activist and spread a damaging lie about a company.

Their fears are not without foundation. Look at what Taco Bell just went through. Rumors that their meat was not real meat at all but some sort of chemical substitute surfaced and spread like wildfire.

Taco Bell gave an appropriate response. They told the TRUTH. Most of their beef products are 88% USDA-inspected beef, the rest is water and filler.

Sales were not hurt a bit —in fact, they may have even increased. That may be in part to the fact that Americans love Taco Bell, but it's also a testament to the power of a quick response and being truthful.

LET TRUTH BE YOUR DEFAULT ANSWER
I hate the word "spin." It's just another word for misleading or distracting talk. If you have a good produce or service, you don't need spin.

You do need a PR or marketing professional to point out the benefits of your product or service that are the ones you should focus on.

When a tough question is asked, let TRUTH be your default answer. If you are not 100% sure of the answer, say so. And promise a full response quickly.

For example, you can say "That's a good and reasonable question and it deserves a full response. Let me confirm the details and get back to you later today with a complete answer. I will check with my (IT, manufacturing head, whatever) and respond ASAP. Thanks for your patience."

HATERS, OBSCENE REMARKS, ETC.
There are individuals in life who have nothing better to do than make nasty remarks. Often obscene comments appear on corporate social media sites. Make it clear in your information profile that such remarks will not be left up after a post. Then DELETE the post. Simple.

DEBATES/DETAILED INFORMATION
Replying more than twice on the same issue to the same posting customer with a problem is not a good idea. Instead ask them to call you or offer to call them to discuss the problem and nip it in the bud. Debating an issue is rarely done well in print on social media sites.

DETAILED INFORMATION
You can give helpful hints on Facebook and Twitter and group message boards, but when customers start asking about detailed specifications and directions, again its time to initiate a phone conversation.

AVOID THE TRAPS
Tell the truth, delete haters and obscene comments and encourage a phone conversation with debaters or people who have detailed questions.

You can accomplish a lot with social media. But be smart about it.

Stay tuned and Stay Smart.
Questions or comments? Write to consult@farrismarketing.com

RETHINK, REVAMP, RENEW — You can change yourself, your business and your organization.

2011-03-16T03:23:00.003-04:00

This is a scene from Mill Creek Park in an area located about five minutes from my office. I apologize for the low resolution — I shot it with my Blackberry phone camera.When I'm working in town and in the office, I often "escape" to the park to do some thinking.

This is where I made the final decision to move my Business Journal "Smart Marketing" column to this e-format, which I am posting not only on Blogger, but to my Smart Marketing blog, on the Business Journal home page, on our Farris Marketing website, and to my Facebook and Twitter accounts as well.

I will be posting smaller, but hopefully more frequent articles — about marketing subjects, but also about RETHINKING, REVAMPING AND RENEWING YOUR BUSINESS OR ORGANIZATION. It is the culmination of the last three years in which we transformed many organizations — including our own.

What Rethinking, Revamping and Renewing is NOT —
It is NOT about changing your CORE VALUES.
These should never change if they were on target to begin with.

What DOES CHANGE are STRATEGIES, MESSAGES, OFFERINGS, TOOLS AND TECHNIQUES.

Remember the best operating models for businesses and non-profits alike have a few common characteristics: they offer what their principals are best at, what they are most passionate about and what is needed and wanted by their market (prospects and customers).

Uncovering these components and helping them intersect is what helped Farris Marketing and our clients to be successful. It can help you also.

It is NOT about SPIN or clever phrases. It's about FINDING THE TRUTH and PRESENTING IT WELL.

That is what I will be sharing over the coming weeks and months. I invite you to join me on this journey.

Me + Senator Schiavoni do TV spot for Our Valley Cooks

2011-03-09T17:58:00.001-05:00

Senator Joe Schiavoni and I are on the end of this commercial promoting Our Valley Cooks for Kids. The event is the annual fundraiser for drug prevention programs for kids in the Valley and it is put on by Farris client Meridian Community Care. We are proud to be a part of this effort. And Joe — sorry buddy — I think I did a better job (actually we both kind of stumble through it.) But again it's a great cause.

SHOULD YOU GO ON A TALK SHOW?

2011-03-01T07:56:00.001-05:00

SHOULD YOU GO ON A RADIO TALK SHOW?
That depends. If you are representing a cause such as a non-profit or a levy, you need to understand the view of the host of the radio show before you go on the air with him or her.

Understand that in most cases, what keeps a radio talk-show host on the air is ratings. And what gets ratings up is controversy.

SHOW VS. NEWS
A talk show is exactly that — a "show." It is not news. Don't confuse the two. It is almost always to your advantage go on the news, but that is not the case with talk shows.

RON VERMIN
In the Valley, local talk show host Ron Verb, known by many detractors as "Ron Vermin," tries to bait politicians, public officials and private-sector leaders into calling into his show with derogatory statements and comments that he knows are false.

He takes pretty much an "anti-everything" stance, so he has a small but loyal group of mostly retired working folks that he stirs up with the "everyone in office is a crook that wants your money" conspiracy theory that many angry and disappointed people are likely to agree with.

THINK FIRST
Simply put, if you have a business or non-profit organization, think carefully about going on a talk show or even responding to a talk-show host. They have much less influence than they like to think, and in most cases there is no clear advantage to participating.

Stay Tuned and Stay Smart.

There Should Be Playoffs for TV Commercials

2011-02-22T11:22:00.000-05:00

Most of the TV spots we saw February 6

should never have made it to the Super Bowl

IMAGINE THIS

You have millions of dollars to spend on producing one or two TV commercials. Now pretend you have several million dollars more to run a commercial during the most-watched TV event in U.S. history. And finally, since you’re fantasizing, picture having close to a year to create the spot, as well as dozens of talented people working full time on it.

Now let me ask you this: Don’t you think you could have produced better spots than ones we saw during Super Bowl XLV?

COKE WAS A JOKE

If you’re Coke and you have 111 million viewers tuning in to see your price-is-no-object spot, what would you do?

Do you let your agency create a spot with Soviet Block-style guards walking back and forth at a remote border crossing and sharing a Coke? Which of course is supposed to be the start of world peace.

Wrong era, wrong part of the world, wrong cultures, and a rip-off of the original “I’d like to buy the world a Coke” concept. This was from the original Nike agency Wieden and Kennedy. Geez…come on.

WHERE ARE THE BREAKTHROUGH SPOTS?

Where are the breakthrough ideas? Where are the spots everyone SHOULD be talking about? The E-Trade baby was great a few years ago. And it’s still humorous, but getting tiresome.

Nothing else really popped. A few people liked the two-minute “Imported From Detroit” spot, but the car was not really the star. It was a good concept, but Chrysler products don’t generate much consumer confidence. So you get the impression they’re saying, “OK, our product isn’t great — but it’s American, so give us some points for that.”

GODADDY: GO AWAY

GoDaddy spots continue to be so trashy/sleazy it makes me feel dirty to let the pervert owner host my clients’ websites. Although the Joan Rivers spot was very funny.

GROUPON: WHAT THE ____?

I’ve read all about the backlash concerning the Groupon spots that mocked social causes. I guess I could be more upset if the spots themselves weren’t so confusing. WAY too sophisticated for the end user.

SOME CAR SPOTS WERE GOOD

On the flip side, some other car ads — Mercedes and Kia, for example — broke out and scored some brand-building equity. Local bias aside, the Chevy Cruise scored great with the young demo and the social media/dating spin.

NFL SPOTS SCORE WELL

The NFL, which really doesn’t need to sell anything at this point, actually did a great job with putting NFL jerseys on old sitcom characters, including the Fonz from Happy Days with a Green Bay jersey and Tony from The Sopranos sporting a Jets jersey.

But for the most part, this year’s ads actually make you miss the stupid beer commercials — with Clydesdales passing gas and Cedric the Entertainer squirting his beer all over his date.

I guess the good thing is that this year, the game was a lot more memorable than the commercials. And to everyone except us marketing consultants — that’s what it’s supposed to be.

Stay tuned and stay smart.

11 Things You Can Do to Help Make 2011 a Successful Year

2011-02-22T10:59:00.001-05:00

No one can do everything, but everyone can do something to improve their marketing, their community and their lives. Here are eleven things you can do to help make Twenty-Eleven a successful year.

1. ATTEND BRAND CAMP. Meet three times with key staffers to discuss your brand and your position in the market. Don’t sugarcoat it. Be honest. First meeting: Identify your position. Second meeting: Determine what the best position is. Third meeting: Discuss how to get there.

2. GO TO LUNCH at least once a week, all month. Meet with a customer one week, a prospect the next, a supplier after that and an employee you don’t know well after that. No pitch, no presentation. Get to know the person and their needs.

3. READ. READ. READ. Set aside time to catch up with the industry and the latest trends. Today you need only travel as far as your computer to keep up with what’s

going on.

4. WRITE. WRITE. WRITE. The art of writing may seem lost, but the person who can express himself or herself with the written word will usually succeed. Write a note or email that summarizes your thoughts about a client or customer’s situation.

5. CALL YOUR MOTHER or your father, son, daughter, uncle, aunt, niece or nephew. They love you and want to hear from you. What are you waiting for?

6. FIND AND SHARE IDEAS. You don’t need to write a blog or newsletter to stay in front of clients and prospects. When you see an idea that makes sense for some customers, send it to them via email, mail or hand delivery. You don’t need to rewrite it. Just forward it. You don’t have to think of every idea, but share what you find if it benefits your customer.

7. ATTEND A COUNCIL MEETING. Attend one or two city council or trustee meetings each quarter. How can you complain about your community if you don’t stay informed and make your own decisions?

8. DO THE RIGHT THING, even if it’s more difficult. I never regret doing the right thing long-term. Instead of asking what you GET — ask what you can GIVE.

9. BE AN EXAMPLE. Don’t just “set an example,” be one. Managers tell people what to do. Leaders demonstrate how it should be done.

10. PRACTICE MAKING PROGRESS. l often forget how I picked up things from practice when l was young. Guitar. Football. Writing. Practice never made me perfect, but it helped me make progress. If you are not good at a certain aspect of your job or life, don’t throw in the towel. Note where you are now, set a goal, and work at getting better. You will get better at almost anything if you practice.

11. TAKE IT EASY. I worry about the slacker in my workaholic brain. I fear if I slow down, the slacker will take over. But when I do slow down, breathe and relax, I find I can focus and perform better. You will too.

Stay Tuned and Stay Smart

Imagine Marketing at the First Christmas

2011-01-07T14:02:00.000-05:00

Something our pastor said at Christmas Eve services this year inspired me and got me thinking about what it would have been like working in marketing and PR at the FIRST Christmas. I imagine it would have gone something like this...

Bethlehem — the year Zero. I’m working in this little town, which is located about five miles south of Jerusalem. Out of the blue, I’m summoned by the Pharisees and awarded the biggest contract of my PR and marketing career.

The Pharisees have heard rumors that God has sent the long-awaited Messiah to satisfy the frustrated desires of His chosen people. My assignment: make sure the press is alerted, and work out the messaging with Mr. Messiah.

The Pharisees give me a few short bullet points they want to be sure are made clear:

The Messiah has arrived
He will avenge all the wrongs done to us
He will lead the Chosen People to greatness

They give me an address — which they apparently have derived from the sighting of a big star in the sky. I plug the address into my GPS, hop on my camel and set out to find the Messiah so I can begin the positioning and PR effort.

NOT WHAT I PICTURED

Imagine my surprise when I pull up in front of a mangy barn. I figure I’ve been given the wrong address, so I go inside and find an ordinary carpenter named Joseph and his wife Mary.

“Excuse me…I know this sounds crazy, but the Pharisees sent me to this address to find the Messiah.” Mary looks at me and smiles, then glances at a wooden trough filled with hay. In it lies a baby. “Behold, the Savior,” she says.

ARE U KIDDING?

I stare at the baby, then ask the couple if I’m being punked. “Are you joking? I’m looking for the guy that’s gonna deliver us from our enemies. Probably a big guy with armor, maybe driving a fiery chariot. Swinging a sword made of gold, capable of killing thousands of Romans with a single swipe.”

No, they assure me — this is the Son of God.

“Uh-oh,” I say to myself. “My client isn’t gonna like this.”

ASSIGNMENT CANCELLED

And I was right. When the Pharisees heard the news that their Savior was born in a smelly stable, they canceled the assignment. This was clearly not the Messiah they expected or wanted.

But I decided to hang around — because I got the feeling I might learn something. I was right again.

FIRST LESSON

The first lesson my now pro bono client taught me was Expect the Unexpected. Forget expectations…deal with reality. God decided He would send a baby — not Conan the Barbarian. It was time to roll with what we had.

SECOND LESSON

Sometimes the true message is hard to accept. As the baby grew and matured, my new client actually taught me that love, not war, would win the day.

THIRD LESSON

No price is too high for the right result. Jesus knew that most of his own people would not accept him as the Messiah — and that, in fact, they would turn against him and eventually kill him. But He also knew that sacrificing himself and delivering the message of truth would pave the way for hundreds of millions to begin to follow him over the next 2,000 years.

TODAY, AS THEN

Imagine what marketing was like during the first Christmas and apply these lessons when creating your marketing plans. It’s a great example to follow.

Stay tuned and stay smart.

A Tale of a Tower and a Toonie

2010-12-14T10:10:00.003-05:00

Branding Brought to New Heights

I’m writing this from my room on the 17th floor of the InterContinental Hotel in downtown Toronto, Ontario, Canada. Directly out my window is the famous but somewhat dated CN Tower.

VISUALLY BRANDING A COUNTRY

The CN Tower, which opened in 1976, is a communications and observation tower 553.3 meters (1,815 ft.) tall. It’s the tallest free-standing structure in the Western Hemisphere, the signature icon of Toronto's skyline, and a symbol of Canada, attracting more than two million international visitors annually.

The CN Tower is a clever brand image that, for many years, positioned Toronto and Canada as prosperous, industrious and innovative. Indeed, when it comes to branding and innovative marketing, the Canadians are clearly above the crowd.

PASSING ON THE BUCK

Canadian English, like American English, use the slang term “buck” for a dollar. This term is Canadian in origin; it derives from a coin struck during the 17th century with a value equal to the pelt of a male beaver — a “buck.”

In 1987, Canadians decided to discontinue the use of paper money for small denominations, so they stopped printing the paper buck and began minting one- and two-dollar coins.

Because the image of a loon appears on the back of the dollar coin, the word “loonie” was adopted in Canadian parlance to distinguish the Canadian dollar coin from the paper dollar bill. And when the two-dollar coin was introduced in 1996, the derivative word “toonie” (two loonies) became the common word for it in Canadian English slang.

CLEVER AND CATCHY

When I paid for a beverage with a $20 US bill and got back a loonie and a toonie in my Canadian change, I thought they were pulling my leg when they told me the names of the coins. But I realized the names are clever and catchy, and that’s what helped build quick acceptance of the new coins among Canadian consumers.

Often to my Canadian hosts’ dismay, I began using the new names in conversations. “Heck, that idea and a toonie won’t even get you a cup of coffee at Starbucks!” I proclaimed.

SHOULD WE TRY IT?

Maybe the economy would not seem so bad if we rebranded our money and a few other things. Maybe we can put LeBron James on our money; then we won’t be surprised when it disappears. Or maybe we can put Mr. Whipple on our money. Then if you want to cut the budget, you can tell your employees: “Please DO squeeze the Charmin.”

WHAT’S YOUR BRAND IMAGE?

Maybe it’s time to consider redeveloping your brand image. “Revamp, rework and revise” need to be your operating words right now.

WHAT COMES TO MIND?

When we see the CN Tower, Toronto and Canada come to mind. When Canadians hear “loonie” or “toonie,” they immediately see one or two dollars.

What comes to mind when your company name or product name is seen or mentioned? Is it easily recalled? Favorably recalled? Does it seem new and unique…or old and common?

TAKE YOUR BRAND HIGHER

Take your brand and your image higher with a revamp, a rework or revision. Don’t worry about disconnecting existing customers. Canada switched from “bucks” to “loonies” after 200 years, and it had no problem with communicating the change. We’ve done the same for dozens of local organizations, with great results also.

Take the time and make the effort to upgrade your company’s image, and you’ll see more bucks (or loonies depending on which side of the border you're on) on your bottom line.

Stay tuned and stay smart.

Take Your Turkey and Stuff It

2010-12-02T14:44:00.003-05:00

Being thankful is not enough — get your giblets going

TOILET SEAT COVERS

That’s how I knew Thanksgiving is coming. You see, we usually host the extended family Turkey Day dinner at our house. My wife plans for days and works for hours cooking a fantastic meal, which we devour in 20 minutes, then plop down to watch the Dallas Cowboys lose the football game.

I love the meal, having the family over, the great food — and, of course, watching Dallas get beat.

What I don’t love is the minor redecorating decisions my spouse feels I should be involved in before the event. Picking out paint colors is bad enough, but a few nights ago she had me looking at rugs for the guest bathroom and get this — matching covers for the toilet seat lid.

Question: Why does a toilet seat lid need a cover? It’s the seat that gets cold, right?

Anyway, I can’t tell Tan from Saddle — which, I am assured, are different colors. And of course, my suggestion that we make it an Ohio State theme is rejected immediately.

But family gatherings on Thanksgiving are a TRADITION, and a good one — even if there are parts I don’t like.

TRADITIONS AS EXCUSES

If there’s anything I like less than pretending I’m interested in the color of a bathroom rug, it’s the attitude that many non-retail businesses and non-profit organizations take during the holidays.

Some people think Thanksgiving signals the start of a work slow-down. They start their nap on the couch during the ball game and keep napping at work until January 1st.

If this is the attitude at your organization, you need to have a meeting. I’ve heard the excuse many times that “my prospect is on vacation during the holidays.” That may be true, but for every one that is on vacation, nine more are working.

NO TIME TO SNOOZE
The period between Thanksgiving and the first of the year can be very productive — both in terms of planning and relationship-building with customers. DON’T WASTE IT.

The Greek historian Polybius said, “Some men give up their designs when they have almost reached the goal; while others, on the contrary, obtain a victory by exerting, at the last moment, more vigorous efforts than before.”

I see a lot of clients who allow their marketing and sales staffs to defer goals not made by this point until the first of the year. That is a mistake. I have found many diamonds in the unattended fields during the holidays.

THANKFUL? PROVE IT!

I hear many people say, “I am truly thankful for any blessings and happiness I have.” To which I reply, “What are you doing about it?” That usually evokes a blank stare.

WHAT IS OUR OBLIGATION?

When things go well, we tend to think it is our reward for our hard work. Baloney. A lot of people work hard. Why are we so focused on what we are GETTING? When is it time to focus more on what we are GIVING?

Now is that time to focus on work and giving back. Preparing for next year. And helping your organization do the same.

Look at the period between Thanksgiving and December 30 as the final leg of the race. SPRINT to the finish line, don’t walk.

You’ll start the New Year off better, and you may even be a better person.

Stay tuned and stay smart.

The Power of Care

2010-11-05T13:42:00.001-04:00

People are attracted to businesses and organizations that care

THE POWER OF PRAYER

It was 5 a.m. in Los Angeles when I checked out of my hotel, got in a cab and headed to LAX for my flight home. The driver, Emanuel, was from East Africa and came here six months ago.

I noticed he made the Sign of the Cross as we left the hotel. I asked why. He replied, “I pray that God keep you safe in my cab and your flight home.”

“You prayed for me?” I asked. “I’m a stranger.” Emanuel replied, “I don’t know your name, but you are my brother, so I care about you.”

He cared about ME. It wasn’t an act. He wouldn’t even have said anything if I hadn’t asked. I was stunned.

So when he started asking questions about business and life in the U.S., I was glad to answer. I spent the half-hour ride answering his questions, giving him advice and even some business contacts. And I gave him a tip larger than the cost of the ride.

THE POWER OF CARE

I believe in the Power of Prayer. But the cab driver made me realize the Power of CARE. He cared about me. That immediately formed a bond and I wanted to help, talk with and do business with him.

SUCCESS AND CARING

I realize that most successful people and organizations have a common denominator — they care.

Sure, most companies have to care about revenues and profit in order to survive. But successful firms and people CARE about what they’re doing, why they’re doing it, and who they’re doing it for. They care about their customers, their employees and their community.

I’m drawn to this type of client. And customers are too.

LOCAL EXAMPLES

We did a lot of work for the late Jim Winner, promoter of “The Club” anti-theft device. He was a multi-millionaire who was very busy. Yet every meeting with him started with questions about my health and my family. He cared. And I was glad to work hard for him.

CARE INSPIRES

Anyone who knows Carlton Sears and the staff of the Public Library of Youngstown & Mahoning County can’t help but be inspired by their dedication.

The community volunteers I work with in Boardman Township inspire me daily. And when you talk to the quiet, self-effacing Boardman Police Chief Jack Nichols, you know he cares about his work and community. His sense of purpose and out-of-the-box thinking are impressive.

Joe Nobile and Bob Voytilla of Solar FlexRack want America to have renewable energy that is NOT subsidized by tax dollars. And their firm has helped many local charities with quiet, direct assistance.

MERIDIAN COMMUNITY CARE

And nowhere is The Power of Care more exemplified than at Meridian Community Care. This organization saves lives and serves the community daily.

Led by CEO Larry Moliterno, Meridian is constantly improving. They’re never satisfied with the status quo.

Meridian provides top-level workforce wellness to area companies, abuse and social issue prevention programs in schools, housing for special needs and the most comprehensive addiction treatment services available in the Valley. And they do it well.

But the bottom line is they care about what they do, who they serve, their employees and the community. And that attracts me.

DO YOU CARE?

If you really care about something or someone, more often than not you get results. People are attracted to others who care. Yes, you need to market what you do. But first you have to CARE about what you do.

Stay Tuned and Stay Smart.

Put Some Show Business in Your Business

2010-10-18T16:09:00.004-04:00

STARS ON HOLLYWOOD BLVD

You know the Walk of Fame in Hollywood? Beatles followers will be glad to know that Ringo finally got his star recently. And they’re moving the scattered Fab Four next to each other.

But I digress. I was in Los Angeles recently attending the Solar Power International Trade show. Reading up on the Hollywood tourist rags, I found an interesting tidbit. The Walk of Fame is not run by some film or entertainment society. No…it’s run by the Hollywood Chamber of Commerce.

CHEESY, OR A GREAT IDEA?

In 1960, a group of local businessmen decided to create the Walk of Fame as a way to attract people to downtown Hollywood and their retail establishments. They decided to “borrow” the name equity of the stars created by the studios nearby as a way to build their businesses.

What was thought to be cheesy by many turned out to be the number-one tourist attraction in Hollywood. The Walk of Fame has attracted millions of visitors, and many of them stop at the shops and restaurants right next to those stars. Cost? About $25,000 per star — and the celebrity (or his or her fan club) pays for it, not the Chamber! Now that’s a win-win.

TRADE SHOW PROVES IT

The trade shows I’ve been attending prove that adding a little show business to your business can be very helpful. The bigger, taller booths with the high-tech video screens attracted a lot of attention — except that almost ALL of the booths looked that way.

My client and a few others staged LIVE demonstrations of their products, and those pulled bigger crowds than anything else.

BARKERS ARE BACK

That’s right, there was a guy with a portable microphone headset — it reminded me of an upscale version of the “barkers” at the Canfield Fair (the guys selling juicers and slicers and dicers).

He narrated as a couple workers demonstrated how their product goes together faster or in a simpler way than their competitors’. He pointed out the features and benefits. He answered questions.

CROWDS LOVE IT

Onlookers applauded after the demonstration. They whipped out their iPhones and took video of the entire process. Sure, there were competitors in the crowd (my client and I visited most of their booths together) — but the net benefit of the interaction was great.

FLESH DEFINITION

The bottom line is, a “live show” still attracts people. High-definition video is no substitute for “FLESH definition” — people showing what a product can do right in front of you.

Learn a lesson from Hollywood. You may not be able to install a Walk of Fame in front of your business (or can you?). But figure out a way to add some show business to YOUR business.

Stay Tuned and Stay Smart.

Features B2B Websites Need (and Ones They Don’t)

2010-09-02T15:57:00.003-04:00

Does a manufacturer need video? Does a service company need to be on Facebook?

We work with many business-to-business firms (B2B) that struggle with what to do with their websites. One thing is for sure: B2B websites are sales magnets. Nearly eight out of ten prospects visit your website before making a purchase from you.

Through Farris 5-Star Web Design, our website development service, we see what works and what doesn’t. You’d be surprised.

WHAT WORKS

Video, video, video. And by the way, did I mention video? Study after study shows that given a choice, most web visitors will choose a video demonstration or answer to a question over a written one.

Want to show your product works faster? Put a timer on it and show it with streaming video. Want to answer Frequently Asked Questions? Let your engineers or your vice president answer FAQs on camera. Illustrate the answer with animation if you can.

Don’t just use these videos on your own website — post them on YouTube and other video media sites. Link them back to your website. This will reach additional prospects and influencers — and perhaps more importantly, increase your Internet footprint and improve your search results.

WHAT ELSE WORKS?

Social media. Yep, you can bet that more than a few of your prospects are on Facebook (along with 350 million other people). Create a Facebook page for your business, even if your business is finishing steel or selling widgets. Post the content of news releases, link to industry articles and news that would interest your prospect. Again, this increases your chances of being found in a search by a prospect.

Newsrooms. Most B2B websites miss this. There are plenty of developments you can publish in your own newsroom — from product improvements to industry awards or new contracts — that can help you be found by qualified prospects.

Testimonials. Geez, why these are overlooked as much as they are, I don’t know. Many of the firms we deal with have terrific, loyal customers who are glad to give them a short testimonial to post on their website. How about yours?

WHAT DOESNT WORK

Mission Statements. This left-over junk from the 90s is read once every 100,000 visits. Forget about it.

Excessive details. No matter what business you’re in, you need to SELL your product or service. If you answer every single question and reveal every single detail of your product, how much opportunity are you going to have to sell? Not much. Unless you have an e-commerce website, most sales still depend on some sort of personal contact. Don’t give away the farm on every visit to your site.

LEARN MORE

There’s only so much I can cover here, but if you want to get a better response from your website and Internet presence, you need to take advantage of these relatively low-cost efforts. Call or email Farris and we’ll help you get started.

Stay Tuned and Stay Smart.

A Profile of Your Customer*

2010-08-19T11:11:00.002-04:00

“I’m a modern man, a man for the millennium. Digital and smoke free. A diversified multi-cultural, post-modern deconstruction that is anatomically and ecologically incorrect. I’ve been uplinked and downloaded, inputted and outsourced, I know the upside of downsizing, I know the downside of upgrading. I’m a high-tech low life. A cutting-edge, state-of-the-art bi-coastal multi-tasker and I can give you a gigabyte in a nanosecond!

“I’m new wave, but old school and my inner child is outward bound. I’m a hot-wired, heat-seeking, warm-hearted cool customer, voice activated and biodegradable. I interface with my database, my database is in cyberspace, so I’m interactive, I’m hyperactive and from time to time I’m radioactive.

“Behind the eight ball, ahead of the curve, ridin’ the wave, dodgin’ the bullet and pushin’ the envelope. I’m on point, on task, on message and off drugs. I’ve got no need for coke and speed. I've got no urge to binge and purge. I’m in the moment, on the edge, over the top but under the radar. A high-concept, low-profile, medium-range ballistic missionary. A street-wise smart bomb. A top-gun bottom feeder. I wear power ties, I tell power lies, I take power naps and run victory laps. I’m a totally ongoing big-foot, slam-dunk, rainmaker with a pro-active outreach. A raging workaholic. A working rage-a-holic. Out of rehab and in denial!

“I’ve got a personal trainer, a personal shopper, a personal assistant and a personal agenda. You can’t shut me up. You can’t dumb me down because I’m tireless and I’m wireless, I’m an alpha male on beta blockers.

“I’m a nonbeliever and an overachiever, laid back but fashion forward. Up front, down home, low rent, high maintenance. Super sized, long lasting, high definition, fast acting, oven ready and built to last! I’m a hands-on, footloose, knee-jerk head case, prematurely post-traumatic.

“But I’m feeling, I’m caring, I’m healing, I’m sharing — a supportive, bonding, nurturing primary caregiver. My output is down, but my income is up. I read junk mail, I eat junk food, I buy junk bonds and I watch trash sports! I’m gender specific, capital intensive, user friendly and lactose intolerant.

“I bought a microwave at a mini-mall; a mini-van at a megastore. I eat fast food in the slow lane. I’m toll free, bite sized, ready to wear and I come in all sizes. A fully equipped, factory-authorized, hospital-tested, clinically proven, scientifically formulated medical miracle. I’ve been pre-washed, pre-cooked, pre-heated, pre-screened, pre-approved, pre-packaged, post-dated, freeze-dried, double-wrapped, vacuum-packed, and I have an unlimited broadband capacity.

“I’m a rude dude, but I’m the real deal. Lean and mean! Cocked, locked and ready-to-rock. Rough, tough and hard to bluff. I take it slow, I go with the flow, I ride with the tide. I’ve got glide in my stride. Drivin’ and movin’, sailin’ and spinnin’, jivin’ and groovin’, wailin’ and winnin’. I don’t snooze, so I don’t lose. I keep the pedal to the metal and the rubber on the road. I party hearty and lunch time is crunch time. I’m hangin’ in, there ain’t no doubt, and I’m hangin’ tough, over and out!”

Stay Tuned and Stay Smart.

*excerpted and edited version of Modern Man by George Carlin

Practice What You Preach or Change the Speech

2010-08-04T14:52:00.002-04:00

A local hospital, a state rep and an oil company need to learn this

DO AS I SAY

The worst direction a parent can ever give a child is “Do as I say, not as I do.” In other words, if Dad tells the teenagers not to drink or smoke, while downing a 40-ounce Bud and chain smoking Marlboros, his credibility level is zero. Yet we see the same thing in business and government every day.

INCREDIBLE FLUB, INCREDIBLY CLOSE.

A local hospital recently began an ad campaign promoting “Incredible Care, Incredibly Close.” The campaign wants you to note the abundant local medical talent here and stay in town.

Yet incredibly, this same hospital ignored our very talented local marketing professionals and used out-of-town firms and production studios. The local professionals did not even receive a request for a proposal — a chance to compete against the out-of-towners.

So they preach “stay local for healthcare professionals,” but in practice, they seek non-local marketing professionals. “Do as we say,” says the hospital, “not as we do.”

STATE REP WANTS TO BE LED

At a recent informational gathering about Public Library funding challenges, representatives from the state and governor’s office attended and listened patiently.

Though all promising support, one state rep complained extensively that library supporters contacting the legislators’ and governor’s offices made it very difficult to decide how to apportion budget cuts. He whined that vocal library supporters pushed him to make really tough decisions to cut funding for other worthwhile causes.

I was amazed. Every time he runs for office (he has been on the public payroll most of his career), he touts his leadership ability. Yet when faced with a tough decision, he blamed Library supporters for making his job tough! I told the rep, “The voters elected you to make tough decisions. If you can’t make them, don’t run for office.”

The state rep further complained he cut down other budgets to make less drastic cuts in Library funding, and that bothers him. But what he is really saying is that instead of standing his ground and voting what he believed in, he cut other programs to cut less Library funds. Geez, practice what you preach — lead, don’t complain about it.

GREEN, YELLOW, WHITE AND BROWN

When BP took over SOHIO gas stations, their logo was a shield with the BP initials on it. Everyone saw the Red, White and Blue stations change to British Petroleum colors.

To soften their image, they changed their logo to a flower image. That’s right. A green, white and yellow environmentally friendly flower. They were trying to say, “We care about the environment.”

While there may have been no predicting the Gulf oil spill, it’s clear there were steps BP could have taken to prepare for a disaster. But that would have taken dollars they were not about to spend unless they had to do so.

They didn’t practice what they were preaching, and now it’s cost them. I’ll bet it costs that state rep too. The hospital will probably skate because it’s one of only two offerings in the Valley. But I would not go there unless I had no other choice.

WALK THE WALK

If you’re gonna preach about something, practice it as well. Don’t just talk the talk...walk the walk.

Stay Tuned and Stay Smart.

Nine Rules for a Successful Trade Show

2010-08-04T14:44:00.002-04:00

THEY'RE BACK
Trade shows are making a comeback. Companies are starting to get back out there and display their products and services. Others are sending people to go and learn about what is offered.
As much as trade shows have been maligned in recent years (due in part to the emergence of the internet), they are still a valuable tool for new business.
A couple weeks ago, I was in San Francisco for one of the largest Solar Energy shows in the world when my client made a simple but profound statement.
Looking at all the prospects milling about his booth, he said, "We could never afford to send our sales team out to meet so many new prospects face-to-face."
GOOD VALUE
He was right. Trade shows aren't cheap — but they cost a lot less than traveling to meet each new prospect. That makes them a good value.
DOING IT RIGHT
And if you're going to do a trade show, you might as well do it right — or not at all. So I've outlined nine rules that will help ensure your success as an exhibitor at an industry trade show.
NINE RULES FOR SUCCESS
1. LOCATION – If youíre not on the main floor of the event, you might as well stay home, or go and hand out business cards without a booth. Register early, talk to the show officials about known traffic patterns, and (this may surprise you) try to be located near competitors. Just like car dealers, their visitors are likely to visit you if they see a similar product nearby.
2. BOOTH SIZE – Bigger is better. Sorry, a 10 x 10 says you are a ìwannabeî instead of a player. If you canít do a 20 x 30, wait until you can afford to do so. Also GO HIGH. You only pay for floor space, so build your booth as tall as possible.
3. BOOTH DESIGN – Have a professional (like Farris Marketing) do it. It will outshine the competitors and attract many more qualified prospects.
4. PRE-SHOW PROMO – You must mail and email prospects and customers and ask them to visit you there. Send free entry tickets to the best prospects.
5. SALES TEAM PLANNING – Bring the best salespeople. And have a checklist of sales points to make to prospects.
6. DON'T STAND TOGETHER – ...and chat among yourselves like a coffee club. Stay in the middle of the booth looking out and smiling as people approach.
7. APPROACHING PROSPECTS – Nervous salespeople often ask for a script. I say keep it simple. If someone stops at your booth and looks, walk up to them and put out your hand and say, "Hi, I'm ________." A prospect's natural instinct will be to shake hands and introduce themselves also. Then ask if they have any questions or ask about their firm.
8. GIVEAWAYS – Too much is made of this. It's not a "must," but I prefer flash drives with company literature stored on it.
9. FOLLOW UP –I don't need to tell you to contact those who expressed serious interest. But those who seem like "possibles" – keep them on your mailing list.
THIS IS IT
While your competitors are sleeping, you could be making contacts at an industry trade show. Trade shows are making a comeback, and this may be your chance to do the same.
Stay Tuned and Stay Smart.

Successful Marketing: Know What You Can’t Do

2010-08-04T13:57:00.001-04:00

You’ve probably heard the famous Serenity Prayer: “God grant me the serenity to accept the things I cannot change, the courage to change the things I can, and the wisdom to know the difference.”

GOOD MARKETING ADVICE

While this prayer brings peace of mind to many suffering souls including me, it also provides a good lesson about marketing.

Great marketing is usually developed by organizations with leaders who have the wisdom to do what they can — and get help for the rest.

PROOF IN THE ADS

Do you think Phil Knight, the founder of Nike, came up with “Just Do It”? No, he had the wisdom to hire Seattle agency Wieden+Kennedy.

Apple founder Steven Jobs is brilliant, but he hired agency TBWA to come up with the “Hello, I’m a Mac/I’m a PC” campaign.

THE BUDGET EXCUSE

Many businesses use the excuse that they can’t afford ad agencies or marketing firms like mine. But the truth is, they usually end up wasting money doing things cheaper —because those efforts are ineffective, or worse, they actually hurt their business.

If they hired professionals to assist on a project basis, they could be saving money by working on the part of the business they do best, while increasing business with effective marketing tools.

THE “I DO IT BETTER MYSELF” EXCUSE
When you see the owners of a mattress store put pajamas on over their clothes and lie on a bed in their showroom and ask “How did you sleep last night?” — does it make you want to buy a mattress from them? Or does it make you want to ask them, “How can you think that’s a good TV commercial?”
“MY BUDDY DOES WEBSITES”
Friend, the internet is not going away. It is far and away the number-one marketing tool a business needs. Yet STILL we see organizations with websites designed by their IT department, a college student or a friend’s daughter fresh out of college with a graphic design degree.
It’s not just the cheesy look and the outdated technology that these cheap efforts net you — it’s what you DON’T get.

THE DIFFERENCE

When the Farris 5-Star Web Design team works on your website, we bring sharp writers, 3-D animators, code experts and experienced marketing professionals who research your business, your industry and your customer base. They know what CONTENT is needed — and HOW TO PRESENT IT.

It may cost more than having your neighbor do it. But you’ve heard the story of the professional barber that saw a shop that advertised $5 haircuts open up across the street. He stuck up a sign that read, “We fix $5 haircuts.” Just like him, Farris usually has to rebuild sites that have been done on the cheap.

WHAT YOU CAN DO

Sure there are lots of things you can do yourself. But when it comes to marketing, there are some things you can’t do. And the successful organizations know the difference.

Stay tuned and stay smart.

Adapt...or Die Not Trying

2010-08-04T13:53:00.000-04:00

Business models that seemed ideal just a decade ago are obsolete.

Don’t wait until it’s too late to make a change.

Not many people like change. Most naturally resist it until there is no choice — and then only change as much as they need to in order to survive.

I'm in the minority — I LIKE change, because every change brings new opportunities. However, the pace and DEPTH of change in the last 20 years has been amazing. And the number of businesses that have gone under because they did not adapt has been equally surprising.

INTERNET, IPOD, CELL PHONES

Entire business models are now obsolete or heading in that direction. What did the internet displace? Yellow pages? TV? Newspaper? As internet use increased starting in 1993, these industries saw declines. iPods put the once-popular Walkman into the museums. And cell phones — very few young people even get residential land lines any more.

REDBOX AND NETFLIX

When video rental stores made the difficult switch from VHS tape to DVDs, it looked like they were here to stay, with locations on every corner. But then Netflix and Redbox (and Blockbuster Express) came in, and bye-bye went the video stores.

IS ANYTHING SAFE?

Forget the idea of selling what you’ve always sold and selling it the way you always did. No matter what you sell, it’s likely either your product or service itself has changed, or the way you sell it has changed. (For example, maybe you sold it at trade shows before, but now the internet is the easiest way to reach more people.) So I guess the answer is, “No…nothing is safe, or exempt, from change.”

COUNT ON IT

If you aren’t thinking of ways to improve your product, your service or your marketing, someone else — probably your competitor — is thinking about it. Count on it.

HOW DO YOU KNOW WHEN AND WHAT TO CHANGE?

Ask, observe, and test. Constant feedback from customers is the key. Can you make your product or service cheaper or more convenient? Can you deliver it faster? Observe what competitors are doing. Test new ideas on a regular basis using social media and focus groups.

USING OLD DOGS FOR NEW TRICKS

Americans love dogs. And we've been making them stars for decades. From Old Yeller to Lassie, from Underdog to Snoop Dogg, dogs have been a staple of TV shows, cartoons, entertainment and advertising.

Sometimes it seems like the same old dog is just learning new tricks. The Little Rascals shows popular on TV in the 50s and 60s featured a dog with a black circle around his eye. Fast forward to the 90s, and a strikingly similar dog becomes the spokesmodel for Bud Light (“Spuds MacKenzie”). Another decade, and what looks like Spuds' cousin is now the representative of Target department stores.

WE ADAPTED, SO CAN YOU

Today, FARRIS MARKETING is very different from the one my partners and I started. We didn’t offer 3-D animation or website development when we started because those things didn't even exist. But our offerings have changed to meet the needs of our clients.

KEEP THE CORE VALUES

Good service never goes out of style. Good values never get stale. But messages and products need to change with the needs of the customer.

You don’t want to be the video store or Walkman of the 2010 decade. So if you haven’t looked at adapting or changing in the last 12 months...get started.

Stay tuned and stay smart.

Presidential-Style PR

2010-05-27T14:59:00.000-04:00

I attended President Obama’s visit to V&M Star Steel last week as part of a project we’re working on for the expanding plant.

Although the President was, as usual, a terrific orator — it was the White House organization and “travel team” that impressed me from a marketing perspective.

IT’S ALL ABOUT PERSONAL CONTACT

PR tools like the common press release are important, but that’s the cold, sterile part of public relations. It’s the contact with an organization’s people that makes the best or worst impressions.

The White House “travel team” was an excellent model of “PR personified.” Business owners and mangers and non-profit organizations can apply the same concepts to situations where their people interact with the public.

CALM, COOL, COMPETENT

That’s the first impression you get. We dealt with the White House communications people. We had to arrange video and photography, and were squeezed in among the multitude of press and reporters.

I’m sure our contact person was swamped with special requests when we spoke to him, but he acted like we were the only people in the world when he was talking to us and handling our needs.

At the event, I saw network reporters complain about the limited (but equal to local TV stations) space they were given. Our contact explained it was the fair way and the only way. Minutes later, he got a call from a network executive trying to bully him. He calmly repeated the same line, and thanked the big shot for calling.

POLITE, PROFESSIONAL, VISUAL

The only group from the White House that might have been more impressive than the the media staff was the Secret Service.

They make movies about these guys for a reason. Most are tall, well-built and look very fit. With their buzz hair cuts and their constantly scanning eyes, they’re easy to pick out.

VISUAL IMPRESSIONS

They look like they’re ready pounce on anyone that makes a move against the President. But at the same time, when approached, they’re very pleasant, polite and professional.

The biggest surprise was that they all looked like they stepped out of GQ. Conservative spin, but clearly upscale suits, and neat as a pin. THAT’S the look I want people to have if they represent my organization.

FOLLOW THE LEADER

What impression does your team leave? If you want an example to follow, all you have to do is follow the leader — the White House staff.

Stay Tuned and Stay Smart.

What’s So Special About FREE?

2010-05-11T11:44:00.000-04:00

IT GETS YOUR ATTENTION

It’s kind of like being on vacation with your wife and stumbling upon a topless beach. Even if you have no interest, you gotta look when you see the word FREE.

WHY DOES FREE STILL WORK?

Nothing has been more overused in ads than the word FREE. And yes, unscrupulous companies use the word FREE to aid their bait-and-switch schemes.

But if used the right way, the word FREE can make a big difference in your ads. And offering something FREE does not mean your product is low-end or cheap.

Look at the luxury hotels that were built in Beijing, China for the Olympics. There were too many hotels built, and in this economy they have too few overnight stays. So do they lower the $400 room price to attract more customers? Nope. They offer a FREE night when you book two others.

Why? Because they keep the value of their rooms and the image of their hotel high, and suggest the FREE room is a perk for “special customers.”

The hotels know that customers won’t be bragging about having spent $400 per night; rather, they’ll brag about having saved $400 on a room there.

IS FREE THE BEST DEAL?

Probably not. Overall lower prices are probably better in the long run. But subconsciously, you feel like you’ve won a mini-lottery when you get something FREE.

Consider the lowly cardboard coffee cards at gas stations. Next to the license and pictures of the kids, most men’s wallets contain one. Buy six cups of coffee, and if you haven’t lost your card like I usually do, you get a cup FREE.

Have your birthday dinner at certain restaurants and you can eat FREE. Of course the four people you bring with you pay full price and hopefully like the food and service enough to come back again.

FREE BY ANY OTHER NAME

Have you heard of REWARD PROGRAMS? It’s just FREE stuff by another name. Buy

enough products and earn enough Reward Points so you can get something FREE.

High-end cars like BMWs offer FREE oil changes and even brake pads for as long as you own the car. That helps you ignore the $700 a month car payment.

Buy your windshield wiper blades at AutoZone and they’ll put them on your car FREE. You’d pay a lot less for the same blades at WalMart, but the cashier is too busy waiting on the lady with five crying kids to put your wiper blades on.

EVEN FREE, IT NEEDS VALUE

Some firms offer something FREE that nobody expects to pay for, and then wonder why they don’t get response to their ads. Is a FREE ESTIMATE really a selling point if everyone offers it?

BOTTOM LINE: IRRESISTIBLE

Take a quick glance at this article — what word stands out? What kept you reading?

It’s not the right offer for everyone, but just like the topless beach, when you see the word FREE, you gotta look.

Stay tuned and stay smart.

20 Things Research Will Tell You. Two Things It Won’t.

2010-04-27T16:51:00.002-04:00

If you don’t conduct research, if you don’t ask the “dumb” questions…YOU are dumb.

Ordinary organizations don’t ask the questions they should be asking. Why? Because they believe

they already know the answers, or
the answers are not important, or
it’s too difficult to get answers, or
it’s too expensive.

All of these beliefs are wrong.

Smart organizations know that research leads to:

increased revenue
security
wiser decisions
improvements in service
a better image
higher awareness
increased value to community and stakeholders
improved employee morale
easier recruiting

NO EXCUSE

There is no excuse for not making research a part of your marketing program. It’s relatively inexpensive, and always returns valuable information. Research methods are now so refined, you can even get results in real time (at least from Farris). You can have surveys conducted, tabulated and analyzed — and recommendations made — in a few weeks.

WHAT RESEARCH WILL TELL YOU

How your customers and prospects “rank” you against your competitors.
Why the top firm holds that spot.
Whether a new product or service is likely to sell.
What the price should be.
Where your prospects look first for your type of product.
When they look — what happened to make them look at this time.
What customers like about your product, service, store or organization.
What they don’t like.
What made them come in in the first place.
Why they keep coming back.
Why and when they use your competitors.
What you can do to get existing customers to buy more often.
What prospects think of when they see the name of your organization.
Why they think what they think.
Whether a levy can pass or candidate can win.
What needs to be done to help a levy pass or a candidate win.
Which media will work best for you.
Which media would be the worst.
The most profitable market for you.
The size of the market and what will attract business from it.
How many more weeks of winter are left. (I’m kidding…just making sure you’re paying attention!)

WHAT IT WON’T TELL YOU

The exact dollar amount your should budget for marketing.
Why the Browns can never get to the playoffs (sigh). Oops, I mean: The one phrase or message that will work forever.

Stay Tuned and Stay Smart.

Hey! Smart Readers —

Paul Gregory, Jim (The Liquidator) Farris, Jeff Barone, Patty Rose

The Clendenin Combination Theory

2010-04-13T15:23:00.002-04:00

I was on the therapy table of my favorite chiropractor, Dr. John Clendenin. He was helping me with an injury I sustained during one of my athletic “misadventures.”

This kind of injury is common among males who get older but never actually grow up.

One of my vertebrae was out of alignment and “stuck.” Dr. C was working to get it unstuck. I noticed that besides working on the stuck vertebrae, he was working on the whole spine. I asked why.

“It’s like a combination lock,” said the young but wise doctor. “You get all the tumblers in alignment, and it all works together to open the lock.”

I realized that concept is also true with marketing programs.

MISALIGNED MARKETING

Just like my spine, components of a marketing plan are often misaligned. The result is that the plan doesn’t work. Your marketing does not return what it should.

Examples of misaligned marketing programs are campaigns that depend too heavily on one medium. It may be the one you’re most familiar with, or the one with which you feel you get the best deal.

But soon you’re leaning to the side of the medium that you’ve used over and over. That’s not a bad thing until you lose sight of the main goal — which is to make sure you’re using the media that your target prospect and customer prefers. Don’t be surprised if that has changed over the years.

BALANCED IS BETTER

When you’re sure you’re right to invest 90% of your marketing budget in one medium, that’s exactly the time you need to consider a more balanced approach.

And as I mentioned in a previous column, sometimes the balance is thrown off by too much focus on the media and not enough on the message. That’s where your program may need some therapy.

THE RIGHT COMBINATION

Every marketing program needs the right combination of research, customer and stakeholder input, message development and redevelopment, media planning, advertising, PR, and customer relationship management.

Of course, that’s why you hire a consultant like Farris. We help you find that balance. As Dr. C would say, “It all works together to open the lock.”

(Dr. John Clendenin has offices in Niles and Boardman and can be reached at 330-652-4222.)

Stay tuned and stay smart

“Hey!” to a few of my friends:

Keith Downard • Sonny Sunderland

Don Caspary • Jim Echement

The Message Is Still the Master

2010-03-29T16:28:00.001-04:00

MEDIA SCHMEDIA
I’m as guilty as any communicator out there. Everyone is all lathered up about Social Media, WOM (Word of Mouth) and other buzz-word/new techie tools of the day. All the focus is on MEDIA.

Somewhere along the line, marketers have forgotten that the MOST IMPORTANT element in a campaign is the MESSAGE.

THE MASTER INGREDIENT
It doesn’t matter if you’re Facebooking, billboarding, TV-ing or advertising on the side of a bus. The MESSAGE is the master ingredient that will determine the success or failure of your campaign.

GETTING THE MESSAGE RIGHT
There are many technical aspects to making a message work. Keeping it short is usually important, right?

Wrong. Sure Nike succeeded with “Just Do It.” But just as successful is the Vicks Nyquil message “The nighttime, sniffling, sneezing, coughing, aching, stuffy, head, fever so you can rest medicine.”

FOUR WAYS TO SAY IT
Most marketers agree there are four ways to express your message: Functional, Incentive, Emotional and Cultural.

Functional messages usually just explain what the firm does and what it offers, or they may suggest a call to action. Incentive is usually a price discount or other reason to respond or respond soon.

Emotional messages can connect with you because they stand out, you remember them and they may tug at your heartstrings. Nothing, however, can trump the Cultural message, because people really connect to it.

KING OF CULTURAL CONNECTIONS
Remember the crying Indian in the “Keep America Beautiful” campaign? Very emotional,
right? The Functional way was to simply tell people, “Please do not litter.” The Incentive was a $250 fine for littering.

But look at Texas. They found the biggest litterbugs were young males. Do you think a crying Indian stopped them from tossing beer cans out the window? Hardly.

So Texas started its own anti-littering campaign: “DON’T MESS WITH TEXAS.” Suddenly, young males were protecting their homeland. And litter rates dropped 72%. The message had a cultural connection.

JUDGE FOR YOURSELF
When you can get people to rally for your product or cause, you’ve made a cultural connection. It isn’t easy — but it works better in any media. Post that on your Facebook page.

Stay tuned and stay smart.

Your Website Will Rock, Your Business Will Roll

2010-03-18T12:41:00.001-04:00

BIG SHOT BEAT DOWN
So I’m showing a prospective client some streaming video on a website we built. “That’s cool,” she says. “Who built the website?” Ha ha…we did, of course.

“You build websites?” she asks.

I stare. I’m shocked. For once in my life, I’m speechless. She beat down Mr. Big Shot with that question.

She, like many people apparently, did not know that Farris Marketing builds and maintains websites.

YES, WE DO WEBSITES
Yes, Farris Marketing does websites. We’ve been doing them for a long time. I think we got started shortly after the date Al Gore claims he invented the internet.

FIVE STAR WEB DESIGN
Why? Because we’re not just tech geeks. OK, some of us are. But what’s cool about the Farris Five Star Web Design team is it combines our 30 years of marketing experience with expert internet strategy, design and programming.

YOUR WEBSITE WILL ROCK
You don’t have to start from scratch. We can revamp your existing website, develop special features and upgrade existing functions.

You can have an e-commerce feature, online surveys, password-protected sections, areas for newsletter sign-ups and more.

You can stream video, and you can use our Web TV package to get videos shot and edited — sometimes the same day.

YOUR BUSINESS WILL ROLL
Your website will better promote your business or non-profit organization. Our content and search features are designed to generate better impressions, more inquiries, more response — and ultimately, more business.

TIE IN SOCIAL MEDIA
We’ll help you set up the most popular social networking sites, including Facebook, Twitter and YouTube.

MESSAGE AND CONTENT
Grandpa used to say, “What good is a cup if you don’t have good coffee?” (He also thought
it was still 1933, but that’s another issue.)

Farris Five Star Web Design develops the strategy, major messages and content that goes on your website. Your site will have the right messages and be tuned to your audience.

CHECK OUT OUR WEBSITES
Please go to FarrisFiveStarWeb.com and see for yourself how good we are at web design. I can’t take another beat-down.

Stay tuned and stay smart.

A Marketing Man’s Perfect Day

2010-03-18T12:13:00.000-04:00

Someone asked what I wanted for my birthday. “One perfect day,” I replied.

5:00 a.m. Alarm radio comes on playing my favorite jingle. I smile, then I smash the alarm and go back to sleep softly singing, “If I were an Oscar Mayer wiener, everyone would be in love with me.”

9:15 I wake up on my own and reintroduce myself to Angelina Jolie — who, after bringing me my coffee and iPad, resumes her yoga routine on my bedroom floor.

9:30 I join Angie, who teaches me a few moves and I get a great workout in.

10:00 I turn on TV and don’t see a single Elk & Elk commercial.

10:05 I read emails through the hole in my massage table as two of Tiger Woods’ ex-girlfriends work on my shoulders and hammies. I use voice recognition software
to reply to the emails.

10:35 I turn on TV again and a window breaks loudly when the Window World guy stands on it.

10:36 Danica Patrick delivers my complimentary Porsche so I can test drive it while I work on a new ad campaign for them. I drive to Cleveland in a record 17 minutes as Dani tells me what a great driver I am.

10:53 My Social Media Assistant calls me, and I dictate my blog, my Tweet, and my Facebook update. The Porsche in-car web cam shoots my YouTube update.

11:00 In Cleveland I meet Brett Favre, the new QB of the Browns, to discuss his upcoming endorsement deals.

11:30 I call the office and our CFO tells me that no client invoices are past due. In fact several came in early this month.
11:35 I jump on a private jet from my client ExecuJet and head to Las Vegas, where the city has hired me to work on a follow-up to my successful “What happens in Vegas, stays in Vegas” campaign. For inspiration, I visit a few of my favorite places, and hit the Million Dollar payout on the $100 slots.

1:30 p.m. I have the Jet stop in Belize, visit my off-shore banking client, discuss their direct mail campaign and drop off my Vegas winnings. While there, I direct a commercial for the Belize Beachwear clothing line. We do 24 takes, but the scene of the girl getting out of the pool needed to be perfect.

3:30 Flying back to the Valley, I get a call from Steve Jobs. He’s thinking of switching his brand name from Apple to Lime because of the whole “green thing.” I talk him out of it, he thanks me and tells me to charge my $50,000 fee to his credit card.

4:30 I host a delegation of global business leaders and give them a tour of Mill Creek Park and the Public Libraries. Several decide to relocate their global headquarters here.

5:00 Look at that — the day is done already. Even on a perfect day I work hard, don’t I? Now where is Danica with my Porsche? While waiting, I start humming…“I wish I were an Oscar Mayer wiener....”

Stay tuned and stay smart.

What Are We Doing?

2010-03-18T12:02:00.001-04:00

So we’re heading toward the office of a client for a meeting. We were in the historic Halle building in Cleveland. It was a beautiful fall day, and Jeff Mamula, our Director of Business Development and I had just walked up to the third floor on the open sweeping staircase when he asked me, “George, what are we doing?”

And this is what I said….

“Funny you should ask that, Jeff. I’ve been thinking about that a lot lately, and I think it’s pretty simple. I think we are helping companies and non-profit organizations to meet their potential.

“What we are doing is trying to show a plastics manufacturer that marketing is as important to its business as the arc welder at the end of the production line.

“What we are doing is building Five Star Websites* that really rock, connecting the consumer and business
with streaming video, animation and social media, and making it a virtual experience that moves them to buy.

“What we are doing is raising awareness of the value of our non-profit clients’ work in the community.

“What we are doing is creating affordable marketing for libraries and community health centers and social service agencies that help enable that single mom to go back to school, get a degree and become self-sufficient.

“What we are doing is shooting videos that demonstrate the magnificent way our client’s solar energy product works 10 times better than their competitors’.

“What we are doing is creating brand identities like BikeTown and Green Team and Solar FlexRack.

“What we are doing is watching our clients hire more people because orders increased due to the search engine marketing campaign we created.

“What we are doing is connecting fans of the Canfield Fair as far away as California through Facebook and other social media. I tell you, Jeff — when I saw those fans come back to town so their kids could taste the fair food and see the animals and ride the rides, it really hit me what a difference we’re making.

“What we are doing is research and online surveys that help businesses to better understand their customers.

“We’re creating animations that show how a Baird Brothers door is built or how a solar array opens up — animations that a few years ago you’d only see come out of places like Pixar and Dreamworks. Now we create 3-D sales tools with animation.

“Jeff, I think the bottom line is this: What we’re doing is helping Americans achieve the American Dream.

"Does that answer your question, Jeff?”

And Jeff said, “Not really, George.” And I said, “No?”

And he said, “No, what I meant is, what are we doing climbing three flights of stairs when we could have taken the elevator?”

Stay tuned and stay smart.

I was thinking....“WHAT IF…”

2010-01-28T19:09:00.003-05:00

Maybe the time for these ideas has come. Or maybe not.

WHAT IF we had no limits?

I was watching the Times Square New Year’s Eve celebrations on TV. Everyone was wearing top hats that had a huge NIVEA logo on them. They were being interviewed under a NIVEA banner and were only interrupted by a few NIVEA commercials. I thought “Geez, do we need to commercialize this public event? This is a time of hope, a time of inspiration, etc, etc, etc.”

CAN’T BEAT ‘EM? JOIN EM!

But maybe I was jealous that I had not thought of the top hat deal myself. Why not expand the use of marketing in other public venues and areas? Maybe there’s a way to make it a win-win situation for consumers, clients and community. Then something dangerous happened. I started thinking “WHAT IF….”

POLICE PLUGGING BUSINESSES

WHAT IF we sold advertising space on the outside of police cars? City budgets are maxed out, but we want to see police cars patrolling the streets, right? So the ad revenue could pay for a bigger force and all new Tasers.

WHAT IF Highway Patrol officers handed out coupons for $5.00 off KFC chicken when they gave out tickets? Then, even if you had to pay a $75 fine, you could console yourself with a bucket of fried or grilled chicken?

WHAT IF Drug Task Force undercover agents delivered pizza? Imagine how easy it would be to spot marijuana smokers. It may be profiling, but if somebody orders five mushroom pizzas, you gotta be suspicious. When the narc squad delivers the pizza, they’ll see or smell “probable cause” and arrest the customer (after they pay for the pizza, of course).

WHAT IF we put ads for bail bond companies INSIDE police cars? They can be attached to the back of the cage that separates arrested suspects from the officer in the front. Talk about targeted marketing!

AMBULANCE ADVERTISING

WHAT IF we sold ad space on the inside roofs of EMT vehicles? Why make lawyers chase ambulances? Imagine lying on the stretcher after some idiot came through a stop sign and hit your car. You look up at the ceiling of the ambulance and you see the 800 number for Elk & Elk! Perfect!

RESTROOM RESEARCH

WHAT IF we used stalls in public bathrooms to collect research? Public toilets were not always free, and I don’t think we should charge now — but what if you were required to enter a valid email address on a touch-pad keyboard before you could enter the stall? While sitting there, perhaps you could text answers to a quick survey about the quality of toilet paper.

FUNNY MONEY

WHAT IF we allowed companies to advertise ON currency? I’m talking about Wonder Bread on the back of one dollar bills…Frank’s Hot Sauce on a five…tax preparer services on the back of a ten (“Send less of these to Uncle Sam when you use H+R Block”). The revenue could help pay down the deficit by 2090…or ’91 at the latest.

LIMIT: YOUR IMAGINATION

You can see the possibilities now, can’t you? All it takes is a little imagination.

By the way…are you using reading glasses to view this article? WHAT IF I could reduce the cost of your glasses with a small see-through sticker on the lens that is sponsored by Farris Marketing?

Now you’re starting to catch on!

Stay tuned and stay smart.

The Biggest Trends of the Past Decade and One to Watch in the Next

2010-01-10T15:27:00.002-05:00

2000–2009 BROUGHT BIG CHANGES

Every decade has events and developments that have significant impact on society in general and business specifically. Who would have thought that after the “dot-com” boom of the ’90s, this decade would bring even bigger changes?

DECLINE OF NEWSPAPERS

Rarely has an industry seen such a multi-front attack. Aside from news aggregation sites and “citizen journalism,” newspapers had to try to deal with the decline of their biggest, yet least obvious source of revenue: classified advertising. Free classifieds on sites like Craigslist.org mortally wounded many newspapers. Papers need a new business model.

iTUNES

Goodbye Walkman, hello iPod. The devices, introduced in 2001 at the beginning of Apple’s comeback, were only part of it. Making buying music online easy through iTunes changed the way we rock forever.

SMART PHONES

Blackberry phones made it easy to get emails and text messages and business documents. They earned the name “Crackberry” because many of us (including me) display withdrawal symptoms if the little demon is not in their hands 24/7.

iPHONE

Steve Jobs took smart phones to a whole new level in 2007. Apple gave us an entirely new niche of smart phones that blended music, video and a huge choice of applications (“There’s an app for that”).

SATELLITE TV & DVRs

Satellite bit off as much as 26% of the cable TV market. Meanwhile, DVRs made skipping commercials even easier — a blow to TV advertisers.

MORE TV CHANNELS/REALITY TV

Further splitting the TV advertising market was the addition of many more channels and shows. The upside is you can target groups such as “foodies,” who watch the food shows. The downside is more reality shows like the “Cops” knock-off “Steven Seagal Lawman.” Ugh.

SOCIAL MEDIA/WEB VIDEO

When Google bought YouTube in 2006, it was about bringing TV to the internet. We now make video a staple of almost every website we build. But I can’t say enough about what an impact social media sites such as Facebook, YouTube and Twitter have made. Farris Marketing has a presence on all three, and blogs also. Doing the same for our clients, we have extended the footprint of so many of their websites, while increasing customer service and bringing prospecting to new levels.

“SOCIAL-PROFITS”

When a former community organizer became president, the nation finally recognized the importance of non-profit organizations. We used to just look at the direct benefits to the people they helped, but now we look at the economic impact and value they bring to a community. Now we refer to non-profits as “social-profit” organizations.

NEXT DECADE: RENEWABLE ENERGY

The dot-com boom will look like a burp compared to what this industry will bring the world and its economy. Every big company and big investor is lining up to get involved — with good reason.

WHAT SHOULD YOU DO?

Simply put: Embrace it...because there’s more coming. People are communicating in new ways. Marketing and advertising to your customers must follow this change. You must try these new and different media and know how to mix them in with traditional media. You must know how to tune your message to a market that now CHOOSES which messages it wants to receive and how it receives them.

GET PRO HELP

We strongly suggest you get professional help, because it can save you the expense of a trial-and-error process. In fact, call Farris — no marketing firm our size has as much experience and success with messaging and using new media.

GET GOING NOW

Don’t wait. Use these new trends to your advantage and be part of the big stories of the next decade.

Stay tuned and stay smart.

Why 2009 Was a Good Year

2009-12-14T11:39:00.003-05:00

No, I’m not drinking. Well, coffee...but not alcohol. I know 2009 was a brutal year for most consumers, investors, businesses and nonprofit organizations from a financial perspective. But some things happened that still qualify it as a “good year” in my book.

As the song by Kenny Chesney and Dave Matthews says: “It'd be easy to add up all the pain…And all the dreams you sat and watched go up in flames…But not me, I'm alive…And today, you know, that's good enough for me…Today's the first day of the rest of my life, and I'm alive and well.”

So I thought I should list some of the good things about 2009 (in no special order) so we can go into the new year with a better perspective.

GOOD THINGS ABOUT 2009

• If your business survived, it’s probably because you got leaner and smarter. You’re probably doing the basic fiscal management and Smart Marketing things you should have been doing when business was booming. You can take the lessons learned this year and apply them in good times and do even better. You’ll probably grow rapidly as the economy improves if you keep up the fiscal and marketing improvements you’ve made.

• Former Forum Health CEO Buzz Pishkur served as an example to us all by turning down $9,000 a week in “hush money” from creditors who wanted him to stay silent as they dismantled a community treasure.

•We Kept the Light On at the Public Libraries of Youngstown & Mahoning County.

Dedicated visionaries still exist in our Valley…Carlton Sears, Larry Molinterno, Richard Roller and Rev. David Sherrard to name just a few.

•The Canfield Fair came back strong. Working with Farris, they used social media like website TV, Twitter and YouTube for the first time — and got more than 8,000 fans on Facebook!

• A local company, Northern States Metals, is making a huge splash in the international renewable energy market with a product called Solar FlexRack.

• The Business Journal began a cool daily business newscast with Stacia Erdos.

• Todd Franko has given The Vindicator a friendly personality again, for the first time since Esther Hamilton retired.

People will soon realize that ONE HEALTH Ohio and Dr. Ron Dwinnells are demonstrating REAL healthcare reform while Congress is still debating it. They’ve been successfully providing high-quality medical and dental services to uninsured and under-insured patients for years — and they’re growing.

• Poland and Boardman high schools played football games with Cardinal Mooney, and the only people who acted childish were adults and sportswriters. The kids shook hands after the game and remain good friends.

• Nick Dionisio, a retired teacher, gave this advice to people living with cancer: “Do not count each of the minutes you have left; instead make each minute count.”

• Bruce Beard, one of the Valley’s most successful financial advisors, spoke recently. I was in the audience. Of course, he saw a lot of wealth disappear over the last 15 months. But instead of being bitter, he was still thankful and humbled. He reminded us that we must never forget that “Your next breath is a gift.” He repeated for a totally silent and stunned crowd, “Your next breath is a gift.”

I think of those words every day. And I like to add, “Everything else is a bonus.” Maybe that’s why I believe 2009 was a good year.

Stay tuned and stay smart.

What High School Football Can Teach You About Marketing

2009-12-01T12:55:00.004-05:00

I was cold, muddy and tired as I stood on the sideline next to Don Bucci, the head coach of our football team. He surveyed the situation; it was 3rd down with 4 yards to go.
Then, in the ear hole of my helmet, he said, "Sweep right." I ran in and told the quarterback. He called the play, we ran it and got the first down. Then I came out to get the next play.
There were no radio helmets in 1971. Even the NFL didn’t have them. So plays were brought into the huddle by an expendable player like me — a guard on the offensive line.
DO WHAT WORKS
We had over 20 basic plays in our playbook, but 80 percent of the time we ran four: Power to Ted Bell, Sweep to Ted Bell, Belly to Steve Komara, or Iso to Ted Bell.
Once in a while, Coach would call a pass play and I’d start to run in. Then he’d yank me back by my shoulder pads and say, “Make that Belly Right on Two.” I’d be thinking, “Yeah, big surprise.”
But with those four plays, we went undefeated and won the championship. Coach stuck with what works — and you should too. Is it TV, radio, direct mail? Whatever works, stick with it. The right play can win the game.
TRY SOMETHING NEW
That year we tried something new. We kicked a field goal — the first ever in our history. It worked! So we did it several more times that year. What can you do that’s new? Online advertising? Social media? Try it…it just might work.
MOTIVATION
Our coach was famous for his pre-game speeches. We were so fired up coming out of the locker room, we almost hurt ourselves getting to the field. But that fire kept us going in tough situations. You may not be a strong orator, but you can inspire employees with encouraging and positive words.
RESEARCH
Game films and scouting opponents are givens in football. Why don’t you take one afternoon each month and scout your competitors? Look at their websites, clients and sales materials.
TEST
The first offensive series we ran were always meant to test our opponents’ strength. The other team knew what plays we were going to run. But our coach wanted to see which plays would work against them. So he tested them. If they worked, we ran them again and again. If not, you rarely saw that play again. How do you test and measure your marketing efforts?
BRANDING
Wearing a letterman jacket was a source of pride. If you went to another team’s games, you were instantly identified and proud to be recognized. Is your brand that strong? Would people wear your logo?
REWARD
We received stickers that went on our helmets when we made a good play. They didn’t cost much, but they were highly valued by players. What do you give customers as a reward for returning and buying?
Apply these lessons from high school football to your marketing. You’ll win a lot more than games.
Stay tuned and stay smart.

The Power of Negative Thinking

2009-12-01T12:46:00.004-05:00

Show ’em the down side — and sell more

WE DON'T LIKE CHANGE

Most humans avoid change. We only change when we must. When we do change, we change as little as possible.
For example, let’s say you love pizza and wings. But every pair of pants you own is so tight you can tell if a dime in your back pocket is heads or tails. So you cut back to 12 wings instead of 24 and buy a size 38 with the “comfort-stretch waist.”

FEAR IS THE BEST MOTIVATOR
By “best,” I mean the most EFFECTIVE in moving us do something. Even though you cut back to 12 wings instead of 24, your doctor informs you that you’re a perfect candidate for a heart attack. Fearing that negative consequence, you suddenly realize you CAN be satisfied with soup and a salad.

DO NEGATIVE ADS WORK?
Negative ads have a bad rep. But that’s because they’re too often done the wrong way. As Bertram DeSouza pointed out in a recent column, when right-wingers tried to tie Obama to Bin Laden because of his Muslim-sounding middle name, it backfired. Why? Because few believed it.

THE BULL METER
Any claim, whether positive or negative, has to first be believable to work. It has to pass the bull meter. It also needs two other qualities. Positive or negative offers must a) be truthful — fact, not bragging; and b) be important to buyers.

COMPARISON SELLING
Aren’t negative ads really just “COMPARISON” marketing? You’re first showing the problem, and then the solution your product offers vs. your competitor’s — or no purchase at all.

WHAT DO THEY HAVE TO LOSE?
And that last factor needs to be emphasized. Too often we’re so busy talking about the benefits of buying our product that we forget to point out what customers have to lose if they don’t buy it.
Sounds funny I know, but your biggest competitor is not one of your competitors — it’s INACTION.

THE SILENT COMPETITOR
So sometimes you must show what could happen if things continue as is with no change. Show how life is without your product or service. Point out the consequences of NOT hiring you.
Just make sure your claim is true, important to prospects — and believable. Use the power of negative thinking the right way, and you could experience some very positive outcomes!

Stay tuned and stay smart!

Which Dog Catches the Rabbit?

2009-10-23T16:00:00.003-04:00

FOCUS can be your most effective marketing tool

Former head coach Sam Rutigliano was asked why his Kardiac Kids were one of the most successful Browns teams ever — even though they didn’t have the most skilled players. I heard him tell this story at the Valley Impact Awards.

BLUE CHASES A RABBIT
Sam said, “My dog Blue spotted a rabbit and took off after it. He was right on its tail. As other neighborhood dogs saw the chase in progress, they got excited and joined in — but they had to follow Blue.

OTHERS JOIN IN, THEN DROP OUT
“Soon there were 10 or 15 dogs chasing that rabbit,” Sam continued. “But one by one, they all slowed down and dropped out of the chase. Soon it was just Ol’ Blue again chasing the rabbit, and it wasn’t long before he caught it.

WHY JUST BLUE?
“Blue was the oldest and maybe the weakest of the bunch…so why did the other dogs drop out instead of him?” Sam wondered. “BECAUSE THE OTHER DOGS COULD NOT SEE THE RABBIT. They forgot WHAT they were chasing and WHY. They lost interest because they lost focus. Blue caught the rabbit because he was the only dog that could SEE the rabbit throughout the chase. He had FOCUS. And focus combined with passion is a winning combination.”

SCHEDULE FOCUS SESSIONS
Once a week at Farris Marketing, we have a meeting called “Brand Camp.” We don’t discuss clients or cases. We discuss Farris — WHAT we’re doing, and WHY we’re doing it. It’s where we make sure we can all see the rabbit. It’s where we focus, and combine that focus with passion and energy.

MAKE SURE YOU CAN SEE THE RABBIT
We teach our clients to stop once a week or so, like we do, and look at their core purpose. Then we ask them to remind themselves WHY they do it. Then, and only then, can we help them work on HOW it’s done.

BETTER VIEW = BETTER ROI
Not surprisingly, clients that are focused find it much easier to perform marketing-related tasks and get a much better Return On Investment.

MAKE SURE YOUR CUSTOMER SEES IT TOO
To improve sales, your marketing should make the rabbit (the prize, the reward, the purpose for doing business with you) very visible. The benefits of catching the rabbit (buying your product) need to be clear, and they need to be seen often to keep customers motivated.

DON’T BLOCK THE VIEW
When you try to stick two, three or four benefits into one advertisement, you’re blocking the view of the rabbit. Keep it simple. Keep the energy level up. Demonstrate your passion. And your focus will be rewarded with better response to all marketing efforts.

KEEP THE RABBIT IN SIGHT FOR ALL
Make sure your purpose, your passion and what you do best is clear to your board, staff, customers and the community. If it’s a credible goal, it will be welcomed and accepted by all.

WHICH DOG CATCHES THE RABBIT?
The first dog — the one that can see it. Make sure you always keep the rabbit in sight, and that first dog will always be you.
Stay tuned and stay smart.##

Zen and the Art of Lawn Maintenance

2009-10-23T15:37:00.004-04:00

TO FIND ANSWERS, SEEK ACTION

In the past few weeks, we’ve worked on some challenging projects at Farris — helping people make tough decisions and get their messages out.
An Austintown healthcare pioneer retired from a business he had built and loved. In doing so, six beloved employees had to be laid off. A former hospital CEO was close to witnessing a turnaround, when he was forced out by Wall Street bankers who felt he was blocking their plans to cash out of the Valley healthcare market.
On the flip side, we’ve been having a lot of fun helping market high-demand products in the solar energy field. We’ve had the chance to help local non-profit organizations get their messages out. We’re working on exciting levy issues and helping clients sell lighting products on the internet.

CRAZY PLACE
Our business is happy, sad, exciting and challenging — all at once. In one day we can go through more emotions than a therapist sees all week. So how do we keep sane? And under all this stress, how do we come up with breakthrough ideas for clients?
Everyone is different, but for me when I need answers I seek an action; when I need peace, I seek a place.

THE BIG IDEA
When I need an answer I have to move around. I can’t sit in front of a computer and think about it. I put the problem in my mind then go to the gym and lift weights, go to Mill Creek Park and ride my bike, or just cut the grass.

ZEN WITH A TORO
That’s right, cut the grass. I’ve used a lawn service since I was first married. But then not long ago, I realized there was something relaxing about cutting those neat rows of fresh-smelling grass. I find Zen with my 6.5 hp Toro.

I love putting my ball cap on backwards, putting my iPod in my ears and singing “Rock and Roll Pain Train” along with Kid Rock as I watch those green pillars fall. My family claims I also get some fiendish thrill from embarrassing them by singing loudly on the front lawn as our neighbors stare and laugh.

Later, when I am in the shower, without especially thinking about it, the answer to the problem often comes to me. Days later, if the client asks where I got the idea, I simply reply, “research” — with a wink.

BOOKS GIVE ME A BREAK
When I feel stressed or agitated, I often head for the Library or a bookstore. There is something about being around books that has always made me feel better. It calms me down and helps me focus — even if I don’t read the books! It may sound funny, but it works for me.

IDEAS COME WHEN U ARE RELAXED
I believe most of the ideas and answers already exist in our brains. We can’t force them out, but we can let them reveal themselves when we are relaxed and provide a healthy atmosphere for them.

GRASS AND GAS
I know it sounds crazy, but the great marketing idea you got from Farris might have started with a Personal Pace mower and a can of gas.
Stay tuned and stay smart!

Can a Community Create a New Brand?

2009-09-27T15:22:00.006-04:00

BOARDMAN RESIDENTS AND BUSINESSES ARE GOING TO TRY
“A Nice Place to Call Home” proclaim the signs entering Boardman Township.

“A traffic nightmare,” proclaim some holiday shoppers.

“You must have a location there,” say most retailers.

“The Valley’s new center of healthcare,” say medical experts.

So which is it? What captures the image of Boardman? What should it be? What’s the difference?

HOW BOARDMAN STARTED
When Boardman was founded in the late 1780s by Elijah Boardman, it was primarily an agricultural community. Around the turn of the century, a railroad line led to Southern Park, a horse racing facility on Washington Boulevard. Thus the area was an early draw for Youngstown urbanites.

WHAT HAPPENED
Around 1950, the Youngstown Sheet and Tube Company, one of the greatest steelmakers in the country, built a unique suburban campus for its headquarters and remained there until 1980. But it was Edward J. DeBartolo, Sr. who made the biggest impact on the area. He built one of the nation’s first strip plazas in 1950, followed by an amazing modern shopping mall in 1970. Boardman became the place to live, shop, eat, do business in and more. But 30 years after the retail and housing explosion, we’ve lost our identity.

WHAT’S NEXT?
Sparked by Trustee Larry Moliterno, a group of Boardman residents, business owners, school officials and others began meeting. They’re undertaking an independent, grassroots effort to establish a quality Boardman Brand, and then ensure the township lives up to the image that brand will portray.

WHY DO IT?
Boardman residents want to keep the quality of life they have — and improve on it. That means attracting and keeping home buyers, as well as business and professional services. They want to build community PRIDE. And they want the regional recognition they deserve for the considerable economic impact Boardman residents and businesses contribute to the Valley. Boardman needs to look at what makes it special and different. It must communicate that in every message that is sent out. More importantly, once a consensus is reached, it must have “buy-in” by its own residents before it promotes that message to others.

FARRIS SUGGESTS RESEARCH FIRST
Farris Marketing is providing pro bono research services through its online research platform ValleyOpinion.com. The Boardman Branding committee will be using the site to gather real-time survey answers from recent home buyers in Boardman, as well as the opinions of those living outside of the township. The online research will be supplemented by interviews with real estate experts, bankers and business owners.

DEVELOPING GOALS AND MESSAGES
Once all the research is in, the committee will be setting goals and getting even more input from area civic groups, churches and neighborhood organizations. Then timelines, major messages and budgets will be developed — along with a donation campaign to help fund the effort.

WHAT IT IS — AND IS NOT
This is an effort by Boardman SUPPORTERS. No one will turn a blind eye toward what is wrong with the township, but our focus is going to be on promoting what is right with it. Negative, “anti-everything” people can start their own group.This is not a government-run program. Though an elected official had the idea and got it started, it’s the stakeholders — homeowners, seniors, businesses and civic groups — who are running with it.

CAN IT BE DONE?
Yes! Ask residents of Plantation, Florida or Louisville, Kentucky — communities that started branding efforts in the past few years. Or check out LaQuinta, California, which began its successful program almost 10 years ago.

OTHER IDEAS
Why not a Boardman Chamber of Commerce? How about a commerce coalition with similar local suburbs? How about an ongoing marketing committee?

JUST THE START
Once the results of the research start coming in, more and more information will be released; we’re developing an informational blog as I write this. Visit BrandingBoardman.org for updates. I’m not sure what Elijah Boardman would think about this branding effort — but then again, he created the brand name.

Stay tuned and stay smart.

For Breakthrough Ideas that deliver Bottom-Line Results contact Farris Marketing

Marketing During the Meltdown

2009-09-11T18:10:00.002-04:00

It’s quiet. Chilly. And still kind of dark. Most of the Valley is still asleep. But I’m at Mill Creek Park sipping the last of my wonderful hot coffee and getting ready to run one of the trails around the lake.

I know the next 10 or 12 hours will be full of meetings and calls and clients. But the next 40 minutes are mine.

When I get close to the end of my run, I start to say the Serenity Prayer...out loud. Part of the reason I say it out loud is that I hate to hear myself gasping and wheezing for air.

But it’s also because I know that at least once during the coming day, I’ll be looking into the eyes of a desperate small business person whose business has dropped to half of what it was before the recession.

I need the wisdom to know what I can help them change and what I cannot. And I need the courage to tell them the truth.

NO SILVER BULLETS

The truth is, there are no silver bullets. I can’t give you a slogan that will suddenly have customers lining up at your door. You can’t come up with a special sale that will reverse the economy, and you can’t completely change the products or services you offer.

SOME SILVER LININGS

But this recession has helped some business owners realize that they must get back to the basics, focus on making sure they supply what customers want, and improve communications with their customers.

In fact, many clients tell me that they have a better company now than they did a year ago. Volume may be lower, but customer satisfaction is higher. They’re selling what customers want, and they’ve built a community of loyal followers — not just nameless, faceless customers.

ANSWER THREE KEY QUESTIONS

We’ve helped a lot of firms stay afloat by starting with three key questions: What are you best at? What are you passionate about? And what does the marketplace want and have the money to purchase? Where these answers intersect is where you focus most of your resources.

KEEP CORE VALUES

Your product or service probably still has value, so stick with it. You’re probably best at doing something. So stick with that. Keep the core values of being fair, and passing up a free dollar to earn an honest one. Deliver a quality product or service.

ADAPT MEDIA TO CULTURE

In days past, you could set a media schedule on TV, radio and newspaper and forget about it for the year. Those days are over. You may have to revise your media choices and your schedules every month now — and that may not be a bad thing.

And now you know there are other places to reach customers besides traditional media. We’ve been using social media marketing to help many of our clients build the kind of relationships with customers they’ve always wanted.

STIMULATE THE SYSTEM

If your core values and offering are solid and you’ve adapted your media, then pick up the pace. Do it more often, and make it a habit — a regular habit. Like a morning run in Mill Creek Park, it can make your whole life better.

Stay tuned and stay smart.

Photo Credit kfwahoo

How the 163-Year-Old Canfield Fair Is Connecting With Young People

2009-08-24T08:09:00.003-04:00

“I remember when my friend ate 30 caramel apples at the Fair.” said Matt Baird. “Has to be a record.” Well, that would have been a sight to see (OK, at least until the friend got sick) — but it took place many years ago, and the only people who saw it were right there at the time.

NOW EVERYONE CAN BE THERE

If that “record-setting” event took place at the 2009 Canfield Fair, Matt could have taken a picture or video with his cell phone and sent it to the Fair’s website. Then it could have been viewed by thousands of viewers on Flickr, YouTube and Facebook.

The Fair might have even sent out a Tweet to let its followers know they should look for the video or photo. Yes, the Canfield Fair is on Twitter. What’s going on?

TRADITION EXTENDED WITH NEW MEDIA

There are not many events that are more steeped in tradition than the Canfield Fair, but the Fair’s Board of Directors wanted to keep those traditions expanding among the younger generations. Their first step, as Farris recommended, was a survey — an ONLINE survey, taken this spring.

The Fair received hundreds of responses, with many great comments and lots of support. The best things about the Fair? The vast majority of responses listed family, friends, fun and food. Many mentioned planning family and friend reunions around the fair. And the food was mentioned over and over.

MESSAGE IMPORTANT/MEDIA CRITICAL

What survey respondents said was important, but the medium they used to say it was even more important. Additional research showed that most of the Fair’s audience can be, and wants to be, reached ONLINE. A surprising percentage of online responses came from people over 70. And many of the younger audience connect with other events like concerts online via social media. So why not the Fair?

Ultimate eMarketing WORKS FOR THE FAIR

The Fair may have an exhibit of steam-powered tractors on the Fairgrounds, but it knows the advantages of Ultimate eMarketing as well. It’s been using eCommerce for years to sell concert tickets and gate passes.

Farris is working with the Fair to help it use other Ultimate eMarketing assets. The first edition of its new eNewsletter (The Rooster Report) went out last month. And the new website we created for the fair (www.CanfieldFair.com) features eVideos as well.

SOCIAL MEDIA ADDED TO MIX

To connect with the younger generation, we created Flickr, YouTube and Facebook pages for the Fair. There’s not much on them now, but visitors are being asked to send their personal photos, videos and “Fair Stories” in so everyone can view them during and long after the Fair. eVideo inter-views shot during the Fair will be posted on YouTube within hours.

YOUR ORGANIZATION CAN CONNECT TOO

The Fair is smart to be using Ultimate eMarketing and social media to connect with current and future customers. They’re communicating the way their customers want them to communicate, and creating an “online community” of fans.

You can connect with your company’s or organization’s fans, too. You don’t have to eat 30 caramel apples and put the video on YouTube. But then again, if you want to try for 31….

Stay tuned and stay smart.

Connect with your customer base with Ultimate eMarketing.

Call 330-782-8061 or email: consult@farrismarketing.com today!

Accelerate Your Business with Ultimate eMarketing

2009-07-31T12:32:00.005-04:00

YOU NEED SOMETHING NEW

Let’s face it, we all do. You have the same website for years and even if you update it, so what? If you want people coming back and buying pro-ducts or services from you, you have to give them a reason to come back. You also have to understand what people like to see and use the most.

THREE THINGS THAT WORK

After several years of study, trial and testing, I can tell you there are 3 basic new tools that will add “Ultimate eMarketing” to your website and can accelerate your business. At Farris we do all of them for some clients and one or two for many clients. We help clients pick and choose which are best for their business.

E-NEWSLETTERS

Yes, they have been around for many years but they have rarely been done right. We have found the perfect combination of infor-mation, entertainment and sales to elicit response and keep people opting in and asking for more. Ask me for a sample of the recent e-newsletter we did for the Canfield Fair (The Rooster Report). It was a hit and thousands have opted in. That’s not chicken feed.

E-VIDEO

Wow, so many new uses and

new options for this media. Using special servers that are much better than YouTube, you can broadcast demonstrations, testimonials, statements and much more in high quality and simply have us add a module to your existing website. The videos you see on the BusinessJournalDaily.com website are examples of this. We’ve also been using them for Frequently Asked Questions and more for other clients. And for testimonials for clients like Industry Needs You.

What makes eVideo more cost effective? Farris shoots and edits these 20-sec to 3-minute videos ourselves and has them uploaded to your site as fast as the next day. It’s professionally shot, though not studio quality. However, they are a LOT more economical to do — in fact, many clients do 2 or 3 at a time. Call me for more details.

E-COMMERCE

This may not be for everyone but more and more sites are adding e-commerce to sell what they once thought they could only sell in their stores or on eBay. It’s now easier than ever to set up and operate an e-commerce website. Again we can give you more details.

Ultimate eMarketing BOTTOM LINE

These new tools are affordable, easier and faster to get started and they attract business. They are exciting and fun. They showcase your products and services. And they can make a real difference in the response to your website. You owe it to yourself to at least get some more info about it. I believe it’s the best thing since the internet.

Stay tuned and stay smart.

Find out how to use Ultimate eMarketing solutions to accelerate your business.

Call 330-782-8061 or email: consult@farrismarketing.com today!

Partnership Marketing Minimizes Risk, Maximizes Reward

2009-07-10T10:18:00.002-04:00

MARKETING TO SIMILAR MARKETS?

Go to a home and garden show, and you’ll see landscaping firms right next to window replacement companies. Go to a church festival and you’ll see sausage sandwich trailers next to ice cream trailers. Go to the mall and...well, you get the idea.

These are examples of businesses with different products and services but similar clientele. Companies at a home and garden show are looking for prospects who want to improve their home. Festival vendors cater to people who want some fun and tasty food.

It’s much easier and much less expensive for companies to participate in these events at a single location, rather than trying to attract customers to their business alone. By renting booth or trailer space, they keep overhead down and get advertising and promotion at a fraction of the cost they would pay on their own.

USE THE SAME CONCEPT

You can use this concept to attract customers (new business) while saving time and money. But you don’t need an event, a large venue and dozens of other businesses to use this concept to benefit you.

It’s called Partnership Marketing, and you can do it by partnering with just one or two other firms. For example, a fitness center can partner with a doctor or physical therapist. A jewelry store can partner with a women’s clothing store. An insurance firm can hook up with realtors and car dealers.

WHAT’S THE PLAN?

There are a few ways to use your partnership. You could go together on a unique ad, mailer or promotion. By splitting advertising costs, you’ll get your message out to a larger group of prospects than you could afford to reach on your own.

You could offer discounts and sample services to the customers of your partner. For example, a physical therapist might station a staffer in the gym one day a month. The staffer offers free on-site body fat analyses, with the results written on her business card. (A discount or free consultation would appeal to a gym rat like me.)

Likewise, a physical therapist or doctor could send out information about the gym in monthly billing statements, or keep the gym’s literature in the waiting room. The gym could offer a discount to the doctor’s patients.

OTHER ADVANTAGES

Satisfied customers will take the association of your business and another as an “implied endorsement.” If they like your firm, they’ll assume the other company that is promoting with you is also a good organization.

You’re also saving your customers time by helping them find a needed service — and you’ll probably save them money, too.

EVERY ONE CAN DO IT

Business-to-business firms, healthcare and service companies…almost any kind of firm can partner with another that targets similar audiences. Use your imagination, pick a partner, stretch your marketing dollars and increase business too. That’s Smart Marketing.

Stay tuned and Stay Smart.

Should You “Go Green” With Your Marketing?

2009-07-07T17:01:00.002-04:00

Green, like hope, is not a good marketing strategy (yet).
Joe Bananas and I were staying at a hotel near Chicago. We’d just come back from a golf outing reunion with our high school football team. Neither of us golf, so we played demolition derby with the golf carts while our teammates got in 18 holes. We came back to the room to shower and get dressed for the night out. (Note to spouse: Honey, the library is open real late there.)
Joe came out of the hotel room bathroom with a towel and a little plastic sign. “They want us to re-use towels to help save the environment!” he says. “I care about trees, but, I’m not using a towel after you use it.”
“Dude,” I say (I often revert to 70s phrases when with my old high school buds), “they want you to re-use your own towel…not mine.” “Oh,” he says — though I’m not sure he believed me because he stuck two clean towels under his bed.
GREEN NOT A HABIT YET
Joe’s not alone. Studies show only about one-third of guests re-use towels when asked to “help save the environment.” Consumers’ concern for the environment is trumped by self-interest.
GREEN DISADVANTAGES
Searching for the “next big thing,” many marketers try to create products or services that are “more green.” Sometimes these efforts are developed because the business owner has a concern for the environment. But too often the motivation is to tap in to what is seen as a lucrative market.
But when applying green aspects to existing products, you’ll find you’re attracting a niche market — niche as in “small.” Large numbers of people are NOT willing to spend more money or do more work to get a green product or service.
Worse, it creates doubt about performance. Besides the higher cost, why don’t more people buy small or hybrid cars? They worry the car won’t be as fast or powerful. They worry it won’t have a good resale value.
Does a “green” paint cover as well as a regular paint? Does a “green” bleach clean as well? Maybe, but doubt sends consumers back to the regular version.
WHAT CAN YOU DO?
If you want to sell green products or services now, here are tactics that can work:
Social Pressure. When hotels say, "Join your fellow guests in saving the environment,” the rate of towel re-use goes up.
Proven Performance. Label your package with some test data showing that it is equally effective as (or more effective than) the traditional product.
Endorsements. Will the local chapter of the Sierra Club or Garden Club or other environmental group endorse your efforts, products and services?
Manage Expectations. Going green is great. Just don’t expect it to be anything but niche results at first.
The bottom line is, green is a good direction. But don’t expect something to fly off the shelf just because it’s green. It has to be as good as or better than the traditional product.
Stay tuned and stay smart. ##

How to Sell Snowballs to Eskimos

2009-06-12T22:26:00.005-04:00

It was 1985. My sales territory was the Yukon-Kuskokwim delta in western Alaska, along the Kuskokwim River. The Yupik people — commonly referred to as Eskimos — were my prospects.

For centuries, they had built igloos with square blocks of ice, formed with crude wooden boxes. I was selling a new plastic mold that allowed the igloo builder to scoop up snow and plunk it down without splinters. One unique feature was that the mold shaped the snow into a ball instead of a square block.

That’s right, I was selling snowballs to Eskimos.

NIGHTMARE ON MARKET STREET

OK, my snowball sales career may only have been a reality in the nightmares I have after a frustrating day. But it stems from a line I hear from lots of business owners: “I feel like I’m selling snowballs to Eskimos,” they say. They feel like they’re stuck selling a product or service nobody wants.

What do you do in that situation? The obvious answer would be to get a different product or service — or at least improve the ones you have. But that’s not always possible, at least not immediately. So while you work toward that, consider the following strategy.

EXISTING CUSTOMERS

Go back to them. Why did they buy? They are the best prospects to buy again, so put a lot of effort into this relationship and make them ongoing offers for replacements, and also for referrals. Get input on how to improve the product or service.

FIND/TARGET WHAT SELLS

What part or style or model does sell? Is it the high end? The low end? The colors? The delivered version? Search it out and define that market. Then target those parts of your product and service that sell, and focus your efforts and budget on those aspects for now.

ADD SOMETHING

Can’t sell tickets to your sports team’s games? Package them with things kids want — movie passes, baseball gloves, toys, etc. Buy the add-ons at a good price and include them at your cost. Get sponsors for these special events.

REPOSITION

Are you selling snowballs, or are you selling a fresh look for the igloo? Is it the green alternative? Can you reposition your product or service to serve a commercial market or group of buyers? Can you create new ways to use your product? (That snowball maker makes a great planter!)

MAKE IT EASY/REWARDING

Financing is not easy to come by today. But how about good old fashioned layaway? Can a customer earn points to get money off gas, a free video game or other products? Rewards have been around since the 1800s. They change a little (remember Green Stamps?), but the concept is the same and still works.

THE FIX

Ultimately you may need to improve your product or service...but until then, you CAN sell your product and service if you try these suggestions.

Meanwhile, do you think I can sell these snowball makers on eBay?

Stay tuned and stay smart.

100 Million Idol Votes = 1 Marketing Champion

2009-05-24T16:46:00.004-04:00

American Idol uses the proven strategy of getting customers.
Me and Joe Bananas were sitting in a booth at the MVR restaurant, eating some stuffed hot peppers and waiting for our pasta dinners. The TVs on the walls usually carry sports only, but this night, American Idol was on about half the screens.
Suddenly, we noticed about 10 female customers searching their purses for their cell phones. “What’s going on?” asked Joe. “They calling 911?” “No,” I replied. “Something more important – they’re texting in a vote for an American Idol contestant.”
Joe got a puzzled look on his face and would have made a comment, but the waitress delivered our spicy bowties and the only sound you heard for the next 15 minutes from either of us was chewing and the occasional belch.
THE WINNER
As you probably know, 100 million votes were sent in by text to help choose the winner of the contest. But the show itself was the big winner. Scoring a marketing and PR coup that would be hard to top.
BIG NEWS
The next day, every newspaper had the show on the front page. Radio hosts talked about it, every news broadcast mentioned it and it was online everywhere.
In my book, this makes Idol a Marketing Champion. Remember, TV shows and networks “sell” ratings to companies that pay to advertise during their shows. If I show can increase ratings, it can increase revenue. Idol not only got ratings, it added value by showing it can get millions of people INVOLVED.
 INVOLVEMENT IS KEY
The lesson is as old as advertising itself. If you get someone’s attention with an ad for 10 or 15 seconds, you’ve made progress. You made an impression. You may get them to act or remember your brand.
But if you can get them to send in a form for a contest drawing or call an 800 number for free info, you may have their attention 10 or 15 minutes. That improves your branding and positioning and your chances for getting a sale.
WEBSITES WORK WELL FOR THIS
A good website will also help you involve prospects and customers. That’s why so many have surveys online. Radio stations use surveys. Office Max let’s you “Elf Yourself” at Christmas.
MORE TIME = MORE BUSINESS
The more time a person spends with your brand, the more likely he or she is to make a purchase. Remember that. It was true 50 years ago. It is true today. The only difference is the media used to facilitate their participation.
That’s why, at my agency, we try to keep customers involved with clients. Social media, such as YouTube, Facebook and Flickr, can be great venues for this. But you can create involvement many ways.
We put surveys on client’s websites, we urge there customers to upload videos and photos to special sections of our clients’ websites. In the last two years we have developed dozens of ways to create that old-time involvement using new media. It’s an old idea that works even better than before.
Get your customers vote by getting them involved. Remember, their votes mean business for you.
Stay tuned and stay smart.##

Marketing: What Works for You

2009-05-08T13:17:00.002-04:00

OUR CUSTOMERS ARE DIFFERENT
“They don’t respond to the same things other people do,” said my new client Henry. Henry’s firm sells maintenance services to malls and industrial plants. “How are they different?” I asked. “They’re a different breed,” he replied, as if mall managers were misunderstood loners. To be polite, I gave him an understanding nod and said, “I see.”
But after 27 years as a consultant, I can tell you that mall managers, plant managers, doctors, lawyers, first-time moms and even empty-nesters all respond to similar marketing techniques.
The message may be different. The media choices may be different. But there are several key guidelines that are common to all successful marketers. And…what works for them will work for you.
WHAT WORKS; 10 Guidelines
1) Know your audience. Don’t assume you know what they want and need. Ask them on a regular basis. Learn what media they use most, and what made them buy from you. The more you know, the more you’ll grow.
2) Create a strong brand and position. Start by deciding what image you want to have in people’s minds. Then work everything around that — including your company name, logo and tagline. But make sure the customer experience matches the expectation your position promises.
3. Focus on the offer. After your brand is solid, make an offer that’s hard to resist. Ask yourself: would you respond to this offer? Remember, a position tells people why they should always buy from you. The offer tells people why they should buy now.
4. Avoid selling on just price. Instead, show people how much they need your product — even if it’s recreational. Make it ESSENTIAL in people’s minds, and price becomes less important.
5. Make response very easy. Put a “Buy Now,” “Contact,” and “Request a Quote” link on every page of your website. Put your phone number and website address all over every ad, TV spot and company vehicle.
6. Be consistent. Consider the entire campaign, and make sure every piece looks the same and has the same message and offers.
7. Do enough to make an impact. The response from an ad will never justify the investment unless you reach enough prospects several times.
8. Don’t advertise to your competitors. Ads that give your competitors a shot rarely click with consumers. They may make http://www.blogger.com/img/blank.gifyou feel good, but they don’t generate sales.
9. Keep connected to your customers. Use newsletters, mailing lists, contests, blogs and events. Your best source of new business is existing customers.
10. Use experienced experts. Consultants come in all shapes and sizes, but nothing is more important than actual experience. Make sure they have a track record of success. If they do, they can be a great investment.
Stay Tuned and Stay Smart.

The Best Media for Your Message: You

2009-04-26T13:34:00.006-04:00

I was in the office on a cold February afternoon. My mind was mush. That’s worse than the oatmeal consistency it usually has. I needed inspiration and motivation.
So as usual, I made popcorn. No, not that microwave bag crap. REAL popcorn, MAN-style popcorn with oil and salt (but no butter ’cause I gotta watch my figure).

POP GOES THE EGO
I was taking a ginormous bowl of PC back to my office. I stuffed a giant handful into my mouth and I walked through our reception area. A salesperson was conversing with Malia, our office manager. “I thought I smelled popcorn!” the salesperson exclaimed. “What a great idea for an afternoon snack.” Clearly, she appreciates fine dining.
‘’Aaankk Ooooo,” I said — trying to talk with my mouth full. I finished chewing and repeated my “thank you” and offered her some. For the next five minutes, she and Malia and I talked about ways to make popcorn. Eventually, my popcorn pal introduced herself and told me she was just dropping off info about a new copier her company sells.

WE BOUGHT; SO DO OTHERS
The copier she was selling now sits in our production room — we bought it. That’s right, we made a major purchase from a salesperson who made a cold call — an IN-PERSON cold call. There was no billboard, direct mail or TV bringing me her firm’s message. No email blast, YouTube or Twitter.
That got me thinking, and I investigated some of the major purchases we’ve made and our major suppliers. Many originated with cold calls.
Cold calls can still be effective — even in this day of “internet everything.” Many of my associates have bought from people who started the relationship with a cold call.

IT STARTED WITH MARKETING
Now don’t get me wrong — most of these suppliers have great marketing, and we recognized their brands and products. But often the “tipping point” was the act of them walking in and eventually bumping into a decision-maker. Or they convinced Malia, the Queen of Gatekeepers, to recommend them to a partner in our firm.

WE DO IT
At Farris, we keep business cards, sample materials and a laptop with us when we go out for meetings. If we get a chance before a meeting, we stop in the next-closest office to our meeting. We strike up a conversation and introduce ourselves. No pressure.

DO IT RIGHT
Use “People Media” like traditional media. Create awareness first, and gather some information. Start to build a relationship and inform, then eventually ask for a meeting and a chance to make a proposal. Take little steps and be friendly, but be persistent.

THE MOST SOCIAL MEDIA
There is nothing more social than visiting with people. And your cold calls should be a “visit.” Occasionally, set aside your big marketing efforts and go visit some prospects. Who knows…they may be making popcorn!

Stay Tuned and Stay Smart
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Marketing for Non-Profit Organizations

2009-04-21T17:42:00.002-04:00

…and what can businesses learn from them.
Marketing is the art and science of selling. So why does a non-profit organization need marketing? After all, in many cases a non-profit is giving away its services, not charging for them.
Non-profits use marketing to:
…INFORM THE USER of their services. Many times the target audience is not aware a service is available. Users may need to be convinced of the value or why they might need it. They may need to know when or where or how to obtain it.
…INFORM THE PUBLIC, because when the public is aware of the work they do, non-profits receive warmer welcomes from neighbors, more favorable press coverage, and more opportunities for grants, volunteers and other resources.
…ASK FOR DONATIONS by giving individuals, foundations and corporations a compelling reason to donate money — which the non-profit, in turn, gives away in some form or another. Think that’s easy? It’s not.
…COMPETE with many other worthy non-profits for donation dollars, resources and volunteers. Meanwhile, all non-profits must compete with complacency. It’s easier for the public to do nothing than donate time or money to a non-profit.
EXPERIENCE HAS TAUGHT US
Farris Marketing has worked with more than 30 non-profit organizations. You may have seen our work for The Rescue Mission, The Public Library, MYCAP or Voices for Children. But that’s just the tip of the iceberg. We’ve helped non-profits create awareness and raise funds for everything from autism to animal safety. Experience has showed us what works…and what doesn’t.
WHAT BUSINESSES CAN LEARN
…HIGH PERFORMANCE. Some non-profits aren’t guaranteed funding next month, let alone next year. So they must perform at high levels every day. They give it all they have, day in and day out. That gets noticed.
…SELL WITH EMOTION. Non-profits know how to do this (at least the successful ones do). They don’t just ask for a donation…they MOVE the audience with real-life examples.
…PROBLEM/SOLUTION. Successful non-profits present the problem and the solution (sound familiar?). And they show examples of how your donation has resulted in success — or at least progress.
…IN TOUCH. Non-profits know the value of a good list. They keep in contact with individuals and firms that support them. Newsletters, meetings and committees keep people involved and dollars coming in.
A LEAD TO FOLLOW
One way to get better at marketing your business is to learn from successful non-profits. Then thank them for the lessons by making a donation.
Stay Tuned and Stay Smart.

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Letter to a First-Time Business Owner

2009-04-14T09:23:00.003-04:00

FOREWORD: Recently, my eldest son, George Phillip Farris went into business for himself. George and his new bride Jennifer returned from their honeymoon and used their wedding gift funds to buy a used septic tank truck and start an environmentally-friendly portable bathroom business. I'm sure that my wife and Jennifer's mother were thinking, "Hmmm, that could have went toward a down payment on a house." But George and Jenn knew that what they were looking for wasn't available working 9 to 5 for anyone — including (or maybe especially) me. They wanted more than financial security. They wanted personal freedom and job satisfaction and a chance to accomplish something on their own. My son did not ask for advice or help when he started his business. In fact, it wasn't until after he had his Federal tax ID number and his LLC all set up that he told me the news. I've given him a few tips here and there and I thought a lot about what basic advice I would give him about being a first time business owner. And that's what inspired me to write the following letter to all first time new business owners.

Dear Business Owner:
Are you excited? Of course you are. Are you full of energy? I hope so... you're gonna need it. Is your spouse a supporting and patient person? He or she better be - because you may be spending more time with your business than with them.
I DID IT AND YOU CAN
I started my first business when I still had a full-time job at a grocery store. I was 21-years old. My partner and I started a photography business. It was a blast. And having the cushion of steady income from another source made it a lot less stressful. The hours were tough because after 40-50 hours at my regular job, I still had another 20 or so to put in with my business. I got involved in other ventures, went to part time and then finally quit my job when I was 29. I remember that I was so nervous and worried about feeding my young family that I would run miles and miles each evening just so I could sleep.
AMERICA IS YOUR BEST SHOT
America is truly a land of opportunity for entrepreneurs. It's easier to start a business here than anywhere in the world . But even in America you can fail if you don't follow some basics.
RESEARCH
Is there a need for your product or service? Will the market support it? What can you offer that others do not? How are you going to get business?
PREPARE
Many small business owners think they are prepared when they have their accounting set up, have stock for their store and have a flashy new name to print on their business cards. I'm sorry, but the most important aspect of starting a new business is getting and sustaining SALES. It's called MARKETING. You must be able to sell and have funds to help you sell. People do not flock to you just because you opened a store. If you opened your store in the middle of the mall with built in traffic - you might have a shot. But even then, you need to make sure the people walking by know you are open.
The lack of marketing is the number one reason businesses fail. Make sure you have a marketing budget - or some system for ongoing sales effort - and then prepare to spend DOUBLE the time or money you think you need.
EXPECTATIONS
Most new business owners see themselves succeeding in an average of two years. They figure they will work like crazy for the first 2-3 years then kick back a little. I've been in business for 30 years and I can't say I am kicked back. Once you climb one hill, there is another you want to climb. And sometimes you lose your footing and need to start again at the bottom of your first hill. If you are a business owner, it will get under your skin and in your blood. It will dominate your life, but you don't have to let it ruin your life or your family's life. I never missed a football game, a school play or other key event with my kids. I did cut a few vacations short, while making sure my spouse and kids stayed and enjoyed their time. That I regret. I should have stayed with them. A few years later I realized it was better to take shorter but more frequent trips with the family which we all enjoyed. And if your spouse is not in business with you, it could be lonely for both of you. I would always come home for dinner and stay with the kids until bed time. Then trudge back to the office (laptops and home computers were rare) to work from 10pm until 1 or 2am. That was not fun, but sometimes that is the reality.
CUSTOMERS
Everyone wants to have a great relationship with customers. You try your best. You agonize over what went wrong when you lose one. You are upset that a customer or client treats you poorly. But customers/clients are people and people are not perfect. Sometimes the best thing to do when you have a really difficult customer or client is to get a NEW customer or client. Move on. No one account or one customer is worth your sanity or peace of mind. Just check your own motives. Keep your side of the street clean and if you are doing everything right, don't fret about losing or leaving a customer.
WATCH WHAT YOU SPEND
One of great things about having your own business is that your earning potential is higher than a lot of jobs. But so is your loss potential. Instead of buying 3 BMWs in one day (ahem... who would do that?), buy one luxury American car and stash the rest of the cash. When things are going well it's easy to think that things will ALWAYS go well. But business has ups and downs and you need to spend like you are always going to be in the middle. Then you won't be caught short when you need to reinvest in your business or another opportunity.
WHAT IF YOU FAIL?
Even if you fail at your first attempt to start and run a business, you can take the lessons you learn and start again. I've seen many people learn from their mistakes and bounce back from misfortune. This again is another benefit of living and doing business in America.
WHAT IF YOU SUCCEED?
Don't let success change your thinking or hard working habits. Don't start preaching. And don't assume your success in your business translates into success in other businesses. Do you think you can run a restaurant because you are good at selling medical equipment? Success in a small business can cause the owner disconnect from his or her customers. Keep seeking to understand your customer's needs and wants. Ask them on a regular basis.
ALWAYS SEEK TO SERVE
If you keep an attitude of service you will be much more likely to become and stay successful. Every CEO should be seen as the honorary head of the customer service department. Be the customer's advocate. Keep making their lives better and they will make your life better.
Good luck on your new venture. Enjoy your new business. And God Bless your efforts.
Sincerely,
George F. Farris

Stay Tuned and Stay Smart.

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Blue Cross, Blue Shield, Bad Writing

2009-04-14T09:21:00.004-04:00

The letter I received from Anthem must have been written by the legal department. It was very tough to understand. READ MORE

Three Marketers Worth Watching

2009-03-30T10:08:00.021-04:00

DO AS THESE FIRMS DO, AND YOU'LL DO ALL RIGHT
Marketing is the art and science of selling. You may be selling a product, a service, an idea, the benefits of a nonprofit organization — or your own employment. Some people are better at marketing than others, and those are the ones that rise to the top. Here are some examples of local companies that understand marketing — and their success proves it.

BAIRD BROTHERS FINE HARDWOODS (read more) Keeps the customer informed.

THOM DUMA FINE JEWELERS (read more) Stays focused on message of quality,

EVERGREEN SEPTIC this firm recognized and aggressively filled a need that others over looked (read more).

Do as these firms do, and you'll do all right.

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WHAT CAN YOU BLOG ABOUT?

2009-03-16T17:05:00.017-04:00

YOU WANT TO BLOG but what can you write about that people will want to read? You are now a publisher. You want to people to read your publication, so follow
these DO'S AND DON'TS FOR BUSINESS AND NON-PROFIT BLOGS
DO GIVE ADVICE
Give good solid UNBIASED advice...
How to buy the product or services you sell.
What are the steps the buying or selecting process.
What type of results should a buyer expect.
What unexpected situations can come up?
Best times to buy or sell.
How to specify for a quote of your product.
The areas are unlimited but ask prospects and customers what they would like
to read about. READ MORE CLICK HERE
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IF TRUMP BLOGS, YOU CAN BLOG.

2009-03-10T18:51:00.026-04:00

Yes, the Donald Blogs. So how hard can it be?

One of my guilty pleasures is watching Celebrity Apprentice. During the first show this season, Trump’s blog (aka web log) was promoted. One entry was titled “Trump’s Economic Survival Tips.” Some of The Donald’s "valuable" tips:
- Pay attention to...news and finance coverage....
- Absorb, assess, and then act.
- When a tsunami hits, there’s no time for procrastination.
- Realize that fear is the exact opposite of faith.

I'm not sure how any of those pearls help you survive, but who am I to argue with a billionaire?

NOT EVERY BLOG IS GOOD
Like every application in marketing communications, blogging is done better by some than others. Even Trump's blog has value to some of his fans. But I'm willing to bet you can blog better than Trump.

BLOGS CAN HELP YOU
Blogs are a great way to communicate with customers. Customers can ask questions and make suggestions. Happy customers will leave testimonials. Blogs expand your footprint on the internet. If your blog is linked to your website, it makes it easier for your site to be found. And blogging provides a limited, but inexpensive way to promote cultivate new prospects.

BECOME AN EXPERT
Your blog can help position you as an expert in your field. Writing a blog can keep you sharp. It forces you to pay attention to what’s going on and what your customers are interested in. Business services can give some free professional advice. Pizza shops can offer recipes and gather feedback. Jewelry stores can answer questions about diamonds and estate items.

WHAT TO BLOG ABOUT
Every business has something to write about.
WHAT CAN YOU DO WITH BLOGS? (CLICK HERE TO READ)
OR write to consult@farrismarketing.com and tell me a little about your business. I'll suggest some topics.

GET STARTED NOW
As The Donald says,“When a tsunami hits, there’s no time for procrastination.” (Sorry, I couldn't resist.)

Stay Tuned and Stay Smart.##
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GET OUT OF MY FACEBOOK ...until you understand Social Media Marketing

2009-02-27T16:40:00.018-05:00

I was on the phone with a client. And she had a complaint. At my suggestion, she and other key communicators in her company set up Facebook profiles. And my firm, Farris Marketing, had already set up
a Facebook page for her firm.
But in the middle of the discussion, she suddenly blurted out, “You know, my daughter won’t allow me in her Facebook profile. It was like she was saying ‘get out of my room.’ I thought it would be cool to be one of her friends.”
Hmmm…how do you tell a client that the words “cool” and “mother” are rarely used in the same sentence by young people?
THE TIME IS NOW
The term Social Media Marketing scares a lot of people. The unknown usually does. But blogs, YouTube, Facebook and dozens of other social media outlets are anything but unknown to the millions of people who use them. If you’re a marketer of any service — even business-to-business — the time is now to get on the bandwagon.
TV spots are being zapped by digital video recorders, and newspapers are folding around the country for lack of circulation. Yet internet advertising continues to rise and is expected to surpass newspaper, magazine and radio advertising by 2011. Why? Because that’s where the customers are.
Seventy-five percent of Americans are now online. Sixty-two percent of U.S. consumers read consumer-generated reviews. Most teenagers and many adults spend three to ten times as much time online as they do watching TV or using any other media.
DON’T DUMP YOUR ADS
Social Media Marketing is not a fad. It’s a trend, and one you should get involved with now. It’s much less expensive than traditional media or even internet advertising.
But don’t stop your TV, radio and newspaper advertising. It may cost more, but it gets more response and faster. The return on social media marketing is long-term and more difficult to track. But it’s time to reassess your media mix and allocate a larger portion to internet advertising and social media plans.
Even if your business or nonprofit is strictly focused on the local market, there is plenty you can do with social media.
WHAT’S A WIKI
...and where’s YOUR space on MySpace? All this stuff to know may seems a little overwhelming. And it can be — unless you stay focused on doing the first things first. There are so many choices and so many ways to go — where do you start? Here are two ways you can get your Social Media Marketing plan underway.
LEARN MORE AND DO IT YOURSELF
Learn the lingo and get info that will help you start on your Social Media Marketing. I’ve posted a glossary of Social Media terms and other important info at www.FarrisMarketing.com/socialmedia. I will also email it to you upon request.
CONSIDER HELP FROM THE PROS
Contact Farris Marketing if you want to get a leg up on your competitors and get started on a plan and budget for Social Media Marketing. Send an email to consult@farrismarketing.com, or call and ask for Chuck Rudge. There is NO COST for the initial consultation.
Stay Tuned and Stay Smart.
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THE MARKETING PARADOX or The Day a Dog Beat Hai Karate and a Hot Car.

2009-02-14T20:49:00.006-05:00

ONE SUMMER NIGHT in my 16th year, my best friend Joe Bananas persuaded his older brother to lend him his classic Plymouth Road Runner. It was orange with black racing stripes and had a big engine. Joe put his dog in the back seat and we headed over to Market Street to cruise.
We looked cool in our ride and sounded cool with the music blaring and the engine roaring. Add in a shared bottle of Hai Karate* cologne (Hai Karate…be careful how you use it!), and we were ladies’ men on the prowl. Oh yeah!
Before long, two young ladies from the west side (“West Side is the Best Side”) pulled up next to our car at a red light and smiled at us. For the next several blocks we “car dated” until we finally asked them to meet us at the Black Cow in Boardman.
After we parked at the Cow, the girls came over to get a closer look at the car and talk with us...or so we thought. What they really wanted to do was pet the attractive collie that had her head out the rear side window the whole time. “Ohhhh, she looks just like Lassie,” said the object of my lust.
THE PARADOX
Our most effective “social marketing” tool was not the car, our cologne or even our incredible good looks — it was the dog. We would have used the dog from the beginning if we had known that’s what worked.
Likewise, you may not be using your most effective marketing message — simply because you don’t know what that is. Hence the paradox: you would use the most compelling offer — but you haven’t yet discovered it.
Dozens of business owners have told us what messages they believe are best. But often, they’re using a message that is important to them, not the customer. You need to research your customers and your market to be sure you constantly deliver the message prospects are most likely to respond to. ASK customers and prospects what is important. Test it. And keep following that process. Because the best message can change over time.
YOU CAN DO IT
In this economy, you must get better at marketing your service or product to survive. Focus on the customer experience, developing the most effective message and communicating it well. And remember that part of the message is the media you choose, so choose them with care. Ask, test and ask again.
Make sure you use the dog instead of the car, if that’s what works for your business or organization.
LET ME HEAR FROM YOU
Like this column? Hate it? Have a suggestion? Write to consult@FarrisMarketing.com
AN OFFER FROM FARRIS
So this is our unabashed pitch: we’ve learned that many people are afraid that a marketing consultant will be costly. So we’re offering a FREE INITIAL CONSULTATION. Learn how you can uncover and use your most effective marketing message.
Call 330-782-8061 or write consult@farrismarketing.com
Stay tuned and stay smart. ##
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THE CUSTOMER DOESN'T "UNDERSTAND"

2009-02-14T20:29:00.004-05:00

Business owners and sales managers often use one or more of the following phrases to explain poor sales:
“They customers don’t understand what we offer."
" They don’t get it."
" They don’t see how much we can help them.”
I ask the owners and sales managers: "Do you truly offer a distinct VALUE that a prospect could really use and would benefit from? “Absolutely,” they reply.
I must then propose that the problem is not that the prospect doesn’t understand, but that they are not communicating their firm's value as well as they should.
REMEMBER
It’s not up to the customer to try harder to understand you. The burden is on you to communicate effectively
You may need professional help getting the word out, but if you offer a real value, it CAN be communicated.
And if it is communicated well, it will sell.
Stay tuned and stay smart. ##