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They Will Eat the Communicators First

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English: Zombies

English: Zombies (Photo credit: Wikipedia)

I am convinced that if aliens invaded the earth, they would eat the communicators first. This belief has been shaped by years of watching PR and Marketing functions get cut when organizations are looking to save money. I watched the slash and re-staff cycle throughout my career and as an independent have seen the same logic applied when companies slash budgets or eliminate outsourced partners entirely.

So if the zombies show up, forgive me if I leap over your head to scramble to safety.

 

Often, when companies are faced with a need to trim their expenses, they view PR and Marketing as the fat of the company. In the heat of the battle, all of the hard work done by these communication pros is reduced to press releases and pretty brochures. Ugh. I could successfully argue that this is a big mistake. I could even provide examples of how cutting these departments actually hurt the bottom line, but today I want to focus on a different perspective. We get treated like the fat that can be trimmed away because we hide our true value under muumuus. It’s time we wear form fitting clothes that show organizations that we’re not fat, but muscle.

 

Communication pros often do a rotten job of communicating our true value. We serve others beautifully crafting messages, positioning brands and rising to the challenge in the face of crisis. Yet, we are quiet about what we do and how it ties into the priorities of the C-suite.

 

At the heart of all PR and Marketing tactics is strategy. While others may focus on tactics and output, we know that those things are secondary to a solid strategic plan. To develop this strategy, we have to know the business, understand the big picture vision, know the market, be ahead of industry shifts and know the competition. We do all this but we don’t articulate it and worse we fail to fight for our seat at the executive table where our voices can be heard.

 

As a result, executives see us as those with creative intelligence but may miss or devalue our broader insight and it’s our fault.

 

It pains me to admit it but I have made this mistake. A client wants to cut their budget (code for we don’t get why we’re paying you) or is questioning what PR/Marketing is really doing for them. All of your metrics and charts and case studies dissolve into nothingness when you have failed to make it clear not only what you do but how you do it and how that integrates into what the company cares about. Ouch.

 

As communicators we must lean in and take our seat at the strategy table. Have the business discussions and make sure that you are aligning what you do with what matters to the company (Hint: It’s money – making it, saving it- but it is always money). More importantly learn to talk about it in a way that matters to those who are listening.

 

Yes, there will always be clients/employers who simply do not get what we do but we can do our part to make sure that we do not get eaten first.

 

I want to hear from you, how do you communicate your value to clients/employers? What can we do better?

 

In Defense of Selling

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No Soliciting
Image by paganites via Flickr

There is a growing movement of people that seem to believe that selling is equivalent to the old style peep shows frequented by dirty old men. They’d rather we all hold hands and sing songs around the campfire. I love a good round of Kumbaya as much as the next person but campfire songs don’t pay my bills. Crude of me to say I know, but I am rather fond of the basics of life such as shelter, electricity, indoor plumbing and at least one meal a day.

I am all for engagement, and authenticity but wonder if we have gone overboard. While the way we market and sell continues to evolve, the activities cannot be eliminated. If I listen to this growing contingent, I am never to ask for business and when I do receive it because I played nicely with the kids at camp, I am to perform the work and then apologize profusely for charging for it.

Hogwash.  While I am not a fan of ONLY talking about yourself, and pushing your products like a crack dealer on a street corner I am quite passionate about my work. I have clients who are doing amazing things. I love sharing their successes and am honored to play a tiny role in their business. Sometimes I will talk about that. And by golly while we’re singing if you express a need I am going to speak up! (Truthfully, I am more apt to recommend someone else because it’s not all about me!) Conversely, when you speak you can count on me to really listen and hear you.

Where on earth did we get the idea that we should be ashamed to be in business? The energy company never apologizes to me for taking my money, nor do any of the other vendors I pay monthly. Many make me feel good about CHOOSING them and express their delight I am a customer, but apologies? Never. And why should they? These vendors are providing something I want or need. I pay them in exchange for their products and services. We’re all happy even without the campfire songs. The songs are a bonus, either an entry or deepening of the relationship but not required for me to choose to do business with you. What is required is you delivering on the promise, you can sing all you want but in the end if you don’t do what you say it really won’t matter.

I’m cool with not being Facebook friends with my OB/Gyn. We’re quite personal enough, thank you very much. I don’t need my grocery store to follow me on Twitter and tweet me inspirational messages (although I do love coupons and sale alerts).

I love the conversations and friendships that develop via social media but I also have a responsibility to be a faithful steward to my business. This means I have to tell people I exist. I have to make money so that I can keep my economic ecosystem in balance. When I do the work, I also have to charge for it. I will not apologize for billing you but I will work my tail off to exceed your expectations. I will treat your business with respect and look for ways to add value, and I will let you know how much I appreciate you choosing me. I may even sing a song or two with you but I will not disrespect you by apologizing for the transaction.

So yes, let’s keep the engagement, bring it on! However, let us not hang our heads in shame or fear at respectfully engaging in marketing.

What are your thoughts? Is there a happy middle ground? Dissenting opinions are welcomed, disrespect is not so be nice to me and each other. 🙂

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Groupon Not Such a Bargain for One Business Owner

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Groupon logo.
Image via Wikipedia

I have been a huge fan of Groupon, a coupon system for local merchants, since I first heard about it last year. The site provides consumers with a way to tap into group bargains without  a group, and local merchants with a way to gain new customers and increase store traffic. Strategically deployed it can enhance visibility for local merchants. One business owner, however, has shared her story of how offering a deal nearly sunk her business.

Cafe owner, Julie Burke used Groupon to offer a deal of $13 of product for $7. More than 1000 consumers bought the deal and the amount of consumers coupled with the failure to account for costs left Burke $8,000 in the red and having to withdraw from personal savings to cover payroll for the month.

According to Burke, she was hesitant about the deal and the revenue share (Groupon would keep 50% of the revenues) but against her husband’s advice decided to do it. Burke does not blame Groupon for her bad experience but shares her experience so that other business owners can learn.

Below are 5 quick takeaways from this business case:

  • Know your cost to provide your product/service. If you  do not have the in-house capability to develop cost data it is worth it to hire an accounting  or financial professional to do this for you. VA Firms or Accounting Agencies can provide you with project based help.
  • Know your capacity. Promotions when successful will result in an influx of business. Do you have the infrastructure, staffing and supplies needed to manage an increase in business.
  • Never let someone else override your instinct about your business. Burke was hesitant to do the deal but moved forward because other trusted businesses had done it successfully. This is a classic lesson. Just because a bigger, higher visibility, or longer established business does something does not mean that it is right for you and your business. Trust your instincts and judgment.
  • If you don’t like the terms, ask for new ones. Burke indicates that she was told that the deals could not be capped. The Groupon CEO indicates that is incorrect. People can be wrong. The sales person may have been new, overly eager to sell a deal, or just misinformed. Even if the sales person has the information correct ask for different terms. If you really want to move forward in a deal, negotiate the sticking points even if means pushing to a higher level.
  • Discount carefully. Discounting to drive traffic seems like a low cost and effective solution but as Burke’s case highlights it may not make sense for every business owner. Discounts may bring in new customers but they may also bring in bargain addicts who will never support your business long term.

To their credit, Groupon’s  CEO left a comment on Burke’s post with an apology, explanation and  promise to “make things right.” Groupon has done a nice job of leveraging social media for marketing and it’s nice to see that they are also actively listening and responding.

I encourage you to read Burke’s account and see what other lessons you gain from her experience. Please do share your insights in the comments so that we can all learn and grow together.

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5 Sweet Business Lessons from the Cake Boss

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The Cake Boss is a US Reality Television Show which follows family owned Carlo’s Bakery in New Jersey, as they create amazing cakes. The cakes are unbelievable – a NASCAR race car cake (pictured to the right) built to scale, a cake that looked exactly like a paintball field and even a dog cake for dogs at a shelter. It would be hard not to love a show that’s all about cake. However, there are also some great business lessons beneath the frosting and fondant.

  1. Show your ingredients. The Cake Boss shows us the ingredients that go into making great cakes. We see the process from client consultation to delivery and all of the details in between. Knowing what goes into a great cake (or business process) helps clients to understand what you are really doing for them. It can facilitate discussions about timing, value and the complexity of specialized requests.
  2. Tell your story. Buddy Jr. (The Cake Boss) heads up the design and baking, and frequently talks about learning the business from his now deceased Dad, Buddy Sr.  The company history is so much more than words on a brochure or web page; it is a living piece of all that the team does today. Yes, family owned businesses have a unique position but all businesses have a story.
  3. Share your mistakes. We have seen cakes fall apart, incorrect dimensions and disaster deliveries. So often we are afraid to share what went wrong for fear that it will dampen our credibility. At Carlo’s mistakes are taken in stride, things happen and you fix them.  The team learns from their mistakes and it increases our confidence in them because we know that they can bounce back from mishaps and keep the client happy.
  4. Eat your own cake. Buddy is never ho-hum about his creations. He thinks every cake is “awesome” and his enthusiasm is infectious. The large, extended family also has Buddy and the team bake for every occasion and they put as much love into these cakes as they do for customers. If you won’t eat your own cake, what does that say to your customers?
  5. Buttercream frosted king of the world. Buddy is transparent about his vision for the business. I love knowing that he is always working to improve and grow his business. Don’t be afraid to share your goals with customers. Your desire to be better lets them know that you are still passionate about your business and invested in its continued success.

You don’t need a reality TV show to give your customers a peek behind the curtain. Invite them in and let them see more of your process and your passion. The rewards could be sweet for both of you.

Do you have any sweet lessons to add to the list? Feel free to share them in the comments.

It’s Complicated!

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Fruit stall in a market in Barcelona, Spain.
Image via Wikipedia

On Facebook, “It’s complicated” is one of the choices for describing your relationship status. It’s complicated is a fall back choice when none of the other check boxes quite work.  Your situation may be a mixture of choices, without clear descriptions and labels. It’s complicated sounds messy but in reality check boxes don’t always work and we are forced to select the least wrong box.

In marketing we often force our customers into these same murky choices. Do we want toothpaste that whitens our teeth, gives us fresh breath, prevents cavities or improves the health of our gums?  Do you want body lotion that softens skin, defies aging, or reduces the appearance of imperfections? Customers with multiple needs may be forced to prioritize and pick a product that excels at solving their highest priority need.

As a consumer I have had the frustrating experience of choosing when in fact I wanted everything.  Why couldn’t everything be miracle in a bottle or at the least focus on one thing, eliminating the myriad of confusing choices?

When you present multiple benefits and features, you run the risk of confusing or irritating your potential customer.  You may believe that by offering choices – multiple payment options, plans, benefits – that you are doing your customer a favor but your plan can backfire.

Too many choices can lead customers to:

Walk away because they are overwhelmed by the options

Your customer may go in search of a solution to a specific need. When presented with lots of options they may also realize they have more than one problem.  Overwhelmed by options and problems they did not know they had, they walk away.

Reassess their need and decide they can live with the pain

Last week I was in the mood for a snack food. I had a clear choice in mind but when I arrived at the store I was assaulted with options. After calorie counting and label reading, I decided it wasn’t worth it and simply walked away. Are your customers doing the same thing?

This does not mean that we should eliminate choice but we need to be more strategic about when and how they are offered. Offer the customer with a specific need, a clear choice right up front. If you need “x” click here. Other customers may need help deciding their priority, make it easy for them to choose, divide them into a manageable category with a limited menu of choices that does not overwhelm.

Presenting your customers with easy to make choices is equivalent to giving them their own “miracle in a bottle.”  The last thing you want is to have your potential customers declaring “it’s too complicated” and walking away.

Have you ever been ready to buy and then changed your mind because the options were overwhelming? Do you have any examples of companies that do a great job of offering just the right amount of choice?

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Intimacy and Business

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Don't Chain Me Down
Image by …-Wink-… via Flickr

In today’s culture many are comfortable with simply “hooking up.” A hook up bypasses the niceties that build intimacy over time and instead fast tracks to the end result without a commitment for a repeat performance. The motto seems to be “try, no need to buy.” Willing participants consent to mutual sampling and seemingly avoid the risk of effort without reward that comes from the pursuit of commitment. Hook-ups however are not without their own risks and messy complications.

Old fashioned relationships have a different rhythm and pacing. Seduction is slow and deliberate like a smooth jazz tune on a hot summer night. Romance ignites the embers of desire that are gently stoked until they become a rousing fire whose hot flames lick at the boundaries of reason. But unlike a hook up commitment quenches the flame while carefully preserving the fire. It is the dance of just enough until you have weaved a cord of trust that pulls you into an embrace.

In business the hook up is the drive by marketing attempt – a message that is sprayed upon thousands, an open invitation for anyone with interest. There is no first date, barely an introduction as your pursuer leads you from “hello” to the Garden of Eden. The pursuer has an itch – to make money – and will get it scratched by any willing participant. There is no small talk and no attempt to create even the façade of a relationship.

The business that is interested in commitment is willing to romance you. They want to get to know you because they are as picky as you are about giving away their intimacy. In this pursuit you are the object of interest. The committed business will engage you in conversation and will share details so that you get to know them too. They understand that building a relationship takes effort, and that effort is worth it to win customers that will be more than a one night stand.

In your business marketing are you hooking up or pursuing commitment? Hook-ups can be costly as you will constantly have to pursue new customers. While the effort of commitment can appear daunting in the end it is not only more effective but cost efficient. There is overwhelming quantifiable validation that it costs far less to keep an existing customer than to win a new one.

Hook-ups may win you some business but commitment will help you to build a sustainable business with long term customers. What choice are you making in your own business?

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