What Ever Happened to Pride in Workmanship?
It’s alive and well but you have to look for it.
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
The other day I was watching the popular HGTV program, “Holmes on Homes.” It’s the one where frustrated homeowners ask host Mike Holmes to rescue them from disasters caused by building or remodeling contractors. Of course, Mr. Holmes quickly points out the shoddy workmanship, corrects the problems and walks away the hero. I don’t believe the contractors in the show are all bad people, although some are. I do believe many are just ignorant of the correct way to perform the work.
With a little research, most customers could easily find very skilled contractors with stellar reputations for exemplary workmanship. I know many of them. Such organizations as the Better Business Bureau and Angie’s List provide an opportunity to check the reputations of just about any business. Additionally, a simple Google search will often uncover reams of information.
As I watched the program, I couldn’t help but consider my own industry, making a mental note of the sometimes poor workmanship and ignorance that exists in the marketing communications business, just as in contracting, remodeling and others.
Over the many years I’ve been in this business, I’ve seen numerous examples of individuals or firms representing themselves as advertising professionals when their background is limited to graphic design, web development or another very narrow niche. Now, don’t get me wrong. I have huge respect for trained and talented graphic designers. Some of the best are part of the Brand Acceleration team. We believe that great designers are really at their best when they’re part of a strategically focused team. A true marketing communications agency brings an entire team of professionals to an effort.
In my opinion, the most successful programs are the result of a group that includes a skilled marketing strategist, a writer who has mastered the science of marketing communications, a designer trained in the art of communicating a defined message, and a production person who knows how to make the end product really go to work.
The production person, in our case, is an expert who has many years experience in the printing and direct marketing industry. She knows more about paper, ink, printing and post office procedures than anyone I know. When it comes to web programming and search engine optimization, our guy can run circles around even the best in the industry. He understands Google, Bing!, Yahoo and the other gate keepers as well as they understand themselves. He never ceases to amaze me or our clients.
Like Mike Holmes, I occasionally hear people express disappointment when describing work done for them by people or companies that overpromised and grossly under delivered. In almost every case, it is because one or more of the skills just described was missing. Maybe it’s a web designer who knew how to use the web software but really wasn’t trained in the art of design. Or, maybe no writer was brought to the effort, leaving the client to handle the very important task of writing the copy. I’m often told of brochure projects where the files were simply handed off to a printer with no further supervision of the production process. For us, the project is not complete until it is delivered to the client.
Another thing that our clients like about us is that we won’t work for just anyone. We specialize! That’s right, we only work with clients in industries where we can bring valuable experience and counsel to our clients. Our niche industries are economic development, construction, including architecture and engineering, real estate and motorsports. Why these? Because when I started the company, I pledged to myself that I would only work in industries that I like and where I have knowledge. I also promised myself that I would only work with people I like. By following this plan, we have become experts in these fields and valued marketing partners and friends to our clients. You won’t find us working in other industries where we lack expertise and bring nothing to the client.
A few months ago, I received a call from a very nice lady who had contracted a “web designer” to create a new web site for her economic development organization. After several months and many thousands of dollars, she was delivered a beautiful web site template with no copy and no photographs. When she questioned the company representative, she was told that they are a web “design” firm, not writers or programmers. I think Mike Holms would be seriously ticked.
Just like Mr. Holmes always demonstrates, a successful project that satisfies the client is always the result of a team of skilled and experienced professionals who are passionate about producing great work that meets or exceeds client expectations. His show also shows what happens when people cut corners and do things on the cheap. Companies like mine and other skilled and honorable agencies eventually get to do the work over and do it right.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Sunday, June 20, 2010
Sunday, June 6, 2010
Three…Two…One…Wait!
Now is the time to launch your marketing communications program.
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
The other day I was watching what was supposed to be the launch of a new rocket, the next step in space exploration. As the news networks focused, the countdown began. Three…two…one….nothing! The thing just sat there. Nothing happened. For some reason the launch was put on hold.
In many ways it reminded me of marketers, all fueled up, sitting on the launch pad, waiting for someone to push the launch button. As the economy shows signs of life, marketers are facing the same burning questions; “When do we restart our marketing communications efforts?”
In the early days of the space race, many countries had to weigh the risks and rewards of space exploration. Some just couldn’t see the benefit. Others, like the United States, chose to forge ahead, jumping into the unknown.
So, as marketers, what are our options? Let’s explore our options:
Launch now!
I remember the 1962 speech when President John Kennedy challenged us to go to the moon in that decade. “because that challenge is one that we're willing to accept; one we are unwilling to postpone, and one we intend to win…” A shiver of fear and excitement went through the American people. The risks were huge, but the rewards that eventually followed were enormous. What resulted was an unparalleled leap for our nation and a level of pride that we have not experienced since.
Wait. Play it safe. Go later…maybe.
Even professional procrastinators eventually do something. Don’t they? But they often hide behind plans to get started later or when the time is right. Some are content with being in second, third or even fourth place. Well, consider this. After the recent recession, many fourth place companies are gone. However, the leader enjoys the huge brand advantages of being number one while procrastinators may risk their every existence by waiting.
In 1957, when the former Soviet Union launched Sputnik 1, it shocked the world and scared the h*** out of the USA. Fortunately for us, it lit a fire that caused us to get off our back sides and jump start our space program. Now, fifty-three years later, other countries are just now getting serious about space exploration.
Do nothing.
Of course, doing nothing is the easiest option. Excuses are abundant. “Maybe later.” “We’re a conservative group.” “Don’t push me!” “What’s my ROI?” “The economy has still not recovered enough.” If that’s your excuse, I have a message for you; economies don’t recover on their own. They recover because leaders make things happen!
Many of the countries that chose to wait and do space exploration later ended up on the ash heap of history. While countries like the USA took risks and enjoyed the economic and leadership rewards, their economies languished, forever stuck in “follower” mode. We’ve all heard the old adage “Lead, follow or get out of the way!” As marketers ponder the future, their options are really that clear.
At Brand Acceleration, we are advising our clients to take a forward-looking posture. We suggest asking the question, “Where do we want to be in fifty years?” With vision, excitement, and courage, now is the time to push the launch button.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Now is the time to launch your marketing communications program.
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
The other day I was watching what was supposed to be the launch of a new rocket, the next step in space exploration. As the news networks focused, the countdown began. Three…two…one….nothing! The thing just sat there. Nothing happened. For some reason the launch was put on hold.
In many ways it reminded me of marketers, all fueled up, sitting on the launch pad, waiting for someone to push the launch button. As the economy shows signs of life, marketers are facing the same burning questions; “When do we restart our marketing communications efforts?”
In the early days of the space race, many countries had to weigh the risks and rewards of space exploration. Some just couldn’t see the benefit. Others, like the United States, chose to forge ahead, jumping into the unknown.
So, as marketers, what are our options? Let’s explore our options:
Launch now!
I remember the 1962 speech when President John Kennedy challenged us to go to the moon in that decade. “because that challenge is one that we're willing to accept; one we are unwilling to postpone, and one we intend to win…” A shiver of fear and excitement went through the American people. The risks were huge, but the rewards that eventually followed were enormous. What resulted was an unparalleled leap for our nation and a level of pride that we have not experienced since.
Wait. Play it safe. Go later…maybe.
Even professional procrastinators eventually do something. Don’t they? But they often hide behind plans to get started later or when the time is right. Some are content with being in second, third or even fourth place. Well, consider this. After the recent recession, many fourth place companies are gone. However, the leader enjoys the huge brand advantages of being number one while procrastinators may risk their every existence by waiting.
In 1957, when the former Soviet Union launched Sputnik 1, it shocked the world and scared the h*** out of the USA. Fortunately for us, it lit a fire that caused us to get off our back sides and jump start our space program. Now, fifty-three years later, other countries are just now getting serious about space exploration.
Do nothing.
Of course, doing nothing is the easiest option. Excuses are abundant. “Maybe later.” “We’re a conservative group.” “Don’t push me!” “What’s my ROI?” “The economy has still not recovered enough.” If that’s your excuse, I have a message for you; economies don’t recover on their own. They recover because leaders make things happen!
Many of the countries that chose to wait and do space exploration later ended up on the ash heap of history. While countries like the USA took risks and enjoyed the economic and leadership rewards, their economies languished, forever stuck in “follower” mode. We’ve all heard the old adage “Lead, follow or get out of the way!” As marketers ponder the future, their options are really that clear.
At Brand Acceleration, we are advising our clients to take a forward-looking posture. We suggest asking the question, “Where do we want to be in fifty years?” With vision, excitement, and courage, now is the time to push the launch button.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Sunday, May 23, 2010
An Argument for Marketing Communications
What is my return on investment?
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
I’m often asked why a company or community should invest precious dollars in advertising or other marketing communication efforts. “Which tactics work?” “What’s my return on investment?” “How can I convince my boss to spend the money?” “When is the right time to get started?” These are questions that every marketer is asked at some point in his or her career.
Which tactics work?
Whenever a company or community launches an advertising program, it’s important to first have a realistic set of expectations. While advertisements sometimes generate immediate response, it’s more common that the response comes later. Powerful and sustainable efforts take time and patience.
The answer to the question is that all tactics work if they are parts of a well thought out strategic plan. Working in unison, ads, direct marketing, social media and other tactics work to grow a brand and fuel success. The old days of running an ad and counting calls are over.
What’s my return on investment?
I’ve been asked this question countless times. Once, when I was delivering a marketing presentation, a CFO asked this very question. He was used to using accepted accounting metrics to calculate the ROI of invested dollars. The problem is that when it comes to marcom, the typical ROI metrics just don’t work. There are so many forces that can impact a program’s success, that it is unfair to apply traditionally accepted principles. The competence of a salesperson can make or break a perfectly qualified lead, as can such factors as pricing, reputation, etc. If your price is too high, a perfectly good opportunity may be lost. Is that a failure of the marketing communication program? Of course not.
A more realistic measure is Return on Objectives. At Brand Acceleration, we work with our clients to establish a set of clear objectives that are real and measurable. Maybe it’s a desire to generate a specific number of qualified leads or to grow brand awareness in a targeted industry. These are all things that can be measured and attributed to a marketing effort.
How can I convince my boss to spend the money?
The challenge is to manage expectations. If your boss wants to see a direct and immediate connection between communication spending and sales, he or she might be disappointed. Old school programs where you run an ad and then count responses are just unrealistic these days. A sale is an orchestrated and sustained effort between marketing communications, the sales department, pricing and management.
Your boss needs to understand the value of a strong brand. Companies or communities with highly respected reputations are proven to be much more likely to be given consideration than those of virtual unknowns. When a salesperson calls a prospect to ask for a meeting, he or she is much more likely to get in the door if the organization is known and has a positive reputation. A well thought out marcom program can pave the way.
When is the right time to get started?
Even though the economy is a long way from what we consider normal, there are significant signs that things are beginning to improve (See my “Good News” article at the right). To use an auto racing analogy, the green flag has been waved and it’s to put the pedal to the metal. Companies and communities are racing to get the business. It’s extremely competitive out there and if you’re not on the consideration list, you’re off – and out!
Staying with the auto racing analogy, now is the time to floor it! Otherwise you could find yourself being lapped by that newcomer you’ve never heard of.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
What is my return on investment?
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
I’m often asked why a company or community should invest precious dollars in advertising or other marketing communication efforts. “Which tactics work?” “What’s my return on investment?” “How can I convince my boss to spend the money?” “When is the right time to get started?” These are questions that every marketer is asked at some point in his or her career.
Which tactics work?
Whenever a company or community launches an advertising program, it’s important to first have a realistic set of expectations. While advertisements sometimes generate immediate response, it’s more common that the response comes later. Powerful and sustainable efforts take time and patience.
The answer to the question is that all tactics work if they are parts of a well thought out strategic plan. Working in unison, ads, direct marketing, social media and other tactics work to grow a brand and fuel success. The old days of running an ad and counting calls are over.
What’s my return on investment?
I’ve been asked this question countless times. Once, when I was delivering a marketing presentation, a CFO asked this very question. He was used to using accepted accounting metrics to calculate the ROI of invested dollars. The problem is that when it comes to marcom, the typical ROI metrics just don’t work. There are so many forces that can impact a program’s success, that it is unfair to apply traditionally accepted principles. The competence of a salesperson can make or break a perfectly qualified lead, as can such factors as pricing, reputation, etc. If your price is too high, a perfectly good opportunity may be lost. Is that a failure of the marketing communication program? Of course not.
A more realistic measure is Return on Objectives. At Brand Acceleration, we work with our clients to establish a set of clear objectives that are real and measurable. Maybe it’s a desire to generate a specific number of qualified leads or to grow brand awareness in a targeted industry. These are all things that can be measured and attributed to a marketing effort.
How can I convince my boss to spend the money?
The challenge is to manage expectations. If your boss wants to see a direct and immediate connection between communication spending and sales, he or she might be disappointed. Old school programs where you run an ad and then count responses are just unrealistic these days. A sale is an orchestrated and sustained effort between marketing communications, the sales department, pricing and management.
Your boss needs to understand the value of a strong brand. Companies or communities with highly respected reputations are proven to be much more likely to be given consideration than those of virtual unknowns. When a salesperson calls a prospect to ask for a meeting, he or she is much more likely to get in the door if the organization is known and has a positive reputation. A well thought out marcom program can pave the way.
When is the right time to get started?
Even though the economy is a long way from what we consider normal, there are significant signs that things are beginning to improve (See my “Good News” article at the right). To use an auto racing analogy, the green flag has been waved and it’s to put the pedal to the metal. Companies and communities are racing to get the business. It’s extremely competitive out there and if you’re not on the consideration list, you’re off – and out!
Staying with the auto racing analogy, now is the time to floor it! Otherwise you could find yourself being lapped by that newcomer you’ve never heard of.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Monday, May 10, 2010
Where Do You Fit In? Only by understanding your client’s place in the food chain can you understand your own. By Jim Walton CEO, Brand Acceleration, Inc. Indianapolis and Charlotte At a recent regional conference for the Society for Marketing Professional Services (SMPS), a higher education representative suggested that it might be a good idea for designers to interview end users for a proposed life sciences building in order to better understand their needs. By using Building Information Modeling (BIM), it was suggested that it is possible to give them a virtual walk-through before actually building the building. Their suggestion made me wonder; as marketers, just how thorough are we at understanding our target audiences and their myriad needs? A site selection consultant friend once observed how some communities are masters at attracting target industries while others are mere wishful thinkers. The more prepared economic developers fully understand the needs of their prospective clients; have researched their industries, their target audiences, trade associations, trade shows, and have matched them with the assets of their community. Their marketing efforts are very detailed, speaking specifically to the needs of the audience. This is clearly required in order to make a case for locating there. The unprepared economic developer, in my friend’s opinion, is often no more than a wishful thinker, hoping to get lucky enough to land the next big pharmaceutical manufacturing facility or auto plant. The problem is that he or she may have overlooked the research and marketing required to appropriately tell their story. Marketing is active, not passive In a slow economy, the competition can be tougher than ever. You’re not just one of five bidders anymore. You may be one of thirty or more. New competitors are coming out of the woodwork. That means you can no longer take a passive approach. Sadly, when times get tough, marketing is one of the first budget items to be cut. What to do now! So, how do you use your very limited budget to get attention in a very competitive arena? Begin with these simple steps: First, specifically identify your target. You must know just who you want to reach and why. Select the industry or industries that are your best fit. Not just the ones you want but those that are most likely to turn into business now. Next, clearly match your assets to the needs of the audience. It’s crucial that you be able to make a strong case for being selected. And finally, develop a highly-targeted plan to repeatedly reach the audience. Use your limited budget and a clear message to speak directly to your target audience. At Brand Acceleration, we are often challenged to develop a marketing communications plan that will generate results with a very limited budget. This is a challenge that we love because it gets everyone focused. Working very closely with our client, we go through the process just described and carefully select tactics that are likely to be successful. Doing nothing is not an option. Well, it is an option but the results will match the effort. In order to understand your place in the food chain, you need to thoroughly understand where you fit in. No more wishful thinking. No more hoping. In today’s economy, it’s time to get real. Do a real evaluation of your assets and skill sets and direct your marketing efforts where they will yield results. Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Sunday, April 25, 2010
Treat me with Respect
and, I’ll be loyal forever
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
Schools do a great job of teaching theoretical concepts and rote facts, but some principles just have to be learned in the real world. Principles such as honesty, integrity and the importance of relationships are learned from parental teachings and through the observation of others.
I remember my first real advertising job. While still in school, I was employed as ad manager for a retail store. With my wealth of freshly-learned book knowledge, I was ready to show my stuff. What I didn’t know was that I was about to experience the harsh reality of how things work in the business world.
While the owner of the store was very open to my exuberant ideas, he often frustrated me by saying, “Go see Paul,” or “Call Mary.” I wanted to prove myself and he was always directing me to his peeps. I didn’t realize that he had relationships to honor and friends who returned his favors by looking after his interests. Wow! They didn’t tell us about this in school.
You see, not everything can be placed on a spreadsheet or plugged into a computer. The value of friendships and business relationships cannot be quantified; a fact that drives CFOs, human resources managers and legal folks crazy. Touchy feely stuff just can’t be measured.
The marketing communications and public relations business, like any business, is built on relationships. More than customers and vendors, I’m talking about friendships that are massaged, grown and honored over the years. The challenge, however, is to delicately balance one another’s business needs with the friendship.
In the mid-1990s, as the owner, promoter and manager of trade shows and conferences, I forged a relationship with the owner and management of a radio network. They agreed to promote my conferences and I put their company name all over the events, as if they were theirs. What evolved was a relationship that I cherish to this day.
Here’s why. As the conferences grew in attendance and popularity, each side constantly worked to assure that we all benefitted from the relationship. I had absolute trust that they had my best interests at heart and, in return, I looked after theirs. The relationship was a huge success because of the integrity, trust and friendship around which everything was built. They promoted the conferences and my company at every turn and I did the same for them. Even though the conferences eventually ended and I don’t see the people very often, I still view them (and the company) with eternal respect.
I belong to a number of trade associations where I build business and personal relationships. As a member I make it a point to get involved, serve on committees and support the needs of the organization. I believe that the first step toward making friends is to be a friend, both to the organization and its members. I ask for nothing in return except a little respect, loyalty and friendship.
For our clients, we show the same loyalty. It’s about more than producing a cool web site or a killer brochure. Our passion is to help our clients (friends) with strategies that generate results. If a client is unable to be a friend and have more than a client-vendor relationship with us, it probably won’t work out.
A recent example of a successful effort is the 2010 SMPS Southeastern Regional Conference held in Nashville, Tennessee. The Society for Marketing Professional Services is made up of marketing pros in the architecture, engineering and construction (AEC) industries. A focus area for Brand Acceleration, we definitely wanted to be part of the event, so we jumped in.
We volunteered our services to design a logo, all advertising, direct mailers, signs and elements of the program book. In return, the planning committee allowed us to place the Brand Acceleration name discreetly on everything. There were no discussions of sponsorship levels, nor were there any contracts; just an unspoken promise to serve one another’s needs. At the conference, I was very pleased to find that our company was listed as a Gold Sponsor and that we were very well thanked for our services. These people operate with class! We have built powerful relationships that I expect to grow and last.
Are there ever misunderstandings? Of course! It’s just human nature for people to occasionally find themselves on different pages. The answer, in my opinion, is a willingness to correct the situation, forgive, forget and move forward in the spirit of friendship. Long-term friendships cannot work if either side becomes belligerent or insists on winning at the expense of the other.
I’m a very, very loyal person. Over my long career, I have developed relationships with people for whom I will now do almost anything. I love my job and love working with people of integrity. Like a great dog, if you treat me with courtesy, respect, and give me an occasional pat on the head, I’ll be your friend forever.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
and, I’ll be loyal forever
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
Schools do a great job of teaching theoretical concepts and rote facts, but some principles just have to be learned in the real world. Principles such as honesty, integrity and the importance of relationships are learned from parental teachings and through the observation of others.
I remember my first real advertising job. While still in school, I was employed as ad manager for a retail store. With my wealth of freshly-learned book knowledge, I was ready to show my stuff. What I didn’t know was that I was about to experience the harsh reality of how things work in the business world.
While the owner of the store was very open to my exuberant ideas, he often frustrated me by saying, “Go see Paul,” or “Call Mary.” I wanted to prove myself and he was always directing me to his peeps. I didn’t realize that he had relationships to honor and friends who returned his favors by looking after his interests. Wow! They didn’t tell us about this in school.
You see, not everything can be placed on a spreadsheet or plugged into a computer. The value of friendships and business relationships cannot be quantified; a fact that drives CFOs, human resources managers and legal folks crazy. Touchy feely stuff just can’t be measured.
The marketing communications and public relations business, like any business, is built on relationships. More than customers and vendors, I’m talking about friendships that are massaged, grown and honored over the years. The challenge, however, is to delicately balance one another’s business needs with the friendship.
In the mid-1990s, as the owner, promoter and manager of trade shows and conferences, I forged a relationship with the owner and management of a radio network. They agreed to promote my conferences and I put their company name all over the events, as if they were theirs. What evolved was a relationship that I cherish to this day.
Here’s why. As the conferences grew in attendance and popularity, each side constantly worked to assure that we all benefitted from the relationship. I had absolute trust that they had my best interests at heart and, in return, I looked after theirs. The relationship was a huge success because of the integrity, trust and friendship around which everything was built. They promoted the conferences and my company at every turn and I did the same for them. Even though the conferences eventually ended and I don’t see the people very often, I still view them (and the company) with eternal respect.
I belong to a number of trade associations where I build business and personal relationships. As a member I make it a point to get involved, serve on committees and support the needs of the organization. I believe that the first step toward making friends is to be a friend, both to the organization and its members. I ask for nothing in return except a little respect, loyalty and friendship.
For our clients, we show the same loyalty. It’s about more than producing a cool web site or a killer brochure. Our passion is to help our clients (friends) with strategies that generate results. If a client is unable to be a friend and have more than a client-vendor relationship with us, it probably won’t work out.
A recent example of a successful effort is the 2010 SMPS Southeastern Regional Conference held in Nashville, Tennessee. The Society for Marketing Professional Services is made up of marketing pros in the architecture, engineering and construction (AEC) industries. A focus area for Brand Acceleration, we definitely wanted to be part of the event, so we jumped in.
We volunteered our services to design a logo, all advertising, direct mailers, signs and elements of the program book. In return, the planning committee allowed us to place the Brand Acceleration name discreetly on everything. There were no discussions of sponsorship levels, nor were there any contracts; just an unspoken promise to serve one another’s needs. At the conference, I was very pleased to find that our company was listed as a Gold Sponsor and that we were very well thanked for our services. These people operate with class! We have built powerful relationships that I expect to grow and last.
Are there ever misunderstandings? Of course! It’s just human nature for people to occasionally find themselves on different pages. The answer, in my opinion, is a willingness to correct the situation, forgive, forget and move forward in the spirit of friendship. Long-term friendships cannot work if either side becomes belligerent or insists on winning at the expense of the other.
I’m a very, very loyal person. Over my long career, I have developed relationships with people for whom I will now do almost anything. I love my job and love working with people of integrity. Like a great dog, if you treat me with courtesy, respect, and give me an occasional pat on the head, I’ll be your friend forever.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Monday, March 29, 2010
Outrageous Customer Service
The devil is in the details
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
Have you ever had one of those customer service experiences that just make you say “Wow?” You know what I’m talking about. The ones you can’t wait to tell the whole world about. Good or bad, customer service experiences are memorable moments. They shape your opinions and forever impact a company’s brand.
In my presentation, “Whole Brand Thinking,” I explore several examples of how everyday activities impact your brand. From the coffee served to the way your office phone is answered, a sloppy approach to seemingly minor details can do great harm to an otherwise spotless reputation. Managed well, they can impress clients, creating a “wow” moment.
Ritz-Carlton Hotels
In the hospitality industry, it’s an accepted fact that Ritz-Carlton is the hands-down leader when it comes to outstanding customer service. In fact, companies in other industries attempt to emulate the Ritz-Carlton model.
What’s their secret? Their employees and leadership are very much aligned. The Ritz-Carlton gold standards of service are reinforced by a daily line-up that occurs at the beginning of every shift, for every team, at every Ritz-Carlton hotel in the world. Employees everywhere are encouraged to ‘break away’ to serve customers. Each employee has a card containing the twenty ‘basics’ and the mantra, “We are ladies and gentlemen serving ladies and gentlemen.” For example, using guest names and saying ‘good morning’ or ‘good evening’ rather than ‘hi’ supports the Ritz-Carleton brand image.
Ultimate Economic Developer Site Visit
A friend of mine is a site selection consultant. This is a person who is contracted by companies to find a new home for a company headquarters of expansion. On assignment for a company seeking a location for a new distribution center, he arranged three site visits for this client. Along with the company President and two other company representatives, they all hit the road to visit the three cities. The company had been through the process before and their pattern was to expand their sales area, build a distribution center and create 500 to 600 good paying jobs.
At city number one, the group was met at the economic development office where they were offered cookies and institutional coffee before loading into minivans for a tour of the city and a visit to the industrial park. Nothing new. Nothing outstanding.
The next day, when they arrived at city number two, their experience was much different. At the airport, they were greeted by the economic developer and Mayor who escorted the group to two stretch limousines. In the limos, they were offered freshly brewed premium coffee while being driven to the site being proposed for their new building.
At the location, the executives were greeted by a group of community leaders who were gathered under a tent where a catered lunch was served. Among the group were representatives of the city and county, promising a streamlined process, and utility companies who promised plenty of capacity. Also present was a local construction contractor, who had staked out the footprint of their most recent building, showing how the building would sit on the property. Local officials also presented a plan for a job fair, showing how they would assist with the process of hiring qualified employees.
Needless to say, company execs were blown away. So much so that they cancelled their visit to city number three and stayed another day to begin the process of making city number two the site of their next distribution center. This had clearly been a “Wow” moment for them.
Details matter
Whether it’s a big event such as a major site visit or other details such as a new brochure, stationery or web site, it’s important to manage each touch point wisely. With so much at risk, why would you risk so much by cutting corners on details that could put you at a serious disadvantage?
As a good friend and client once said to me, “Never give them a reason to diminish you.”
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
The devil is in the details
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
Have you ever had one of those customer service experiences that just make you say “Wow?” You know what I’m talking about. The ones you can’t wait to tell the whole world about. Good or bad, customer service experiences are memorable moments. They shape your opinions and forever impact a company’s brand.
In my presentation, “Whole Brand Thinking,” I explore several examples of how everyday activities impact your brand. From the coffee served to the way your office phone is answered, a sloppy approach to seemingly minor details can do great harm to an otherwise spotless reputation. Managed well, they can impress clients, creating a “wow” moment.
Ritz-Carlton Hotels
In the hospitality industry, it’s an accepted fact that Ritz-Carlton is the hands-down leader when it comes to outstanding customer service. In fact, companies in other industries attempt to emulate the Ritz-Carlton model.
What’s their secret? Their employees and leadership are very much aligned. The Ritz-Carlton gold standards of service are reinforced by a daily line-up that occurs at the beginning of every shift, for every team, at every Ritz-Carlton hotel in the world. Employees everywhere are encouraged to ‘break away’ to serve customers. Each employee has a card containing the twenty ‘basics’ and the mantra, “We are ladies and gentlemen serving ladies and gentlemen.” For example, using guest names and saying ‘good morning’ or ‘good evening’ rather than ‘hi’ supports the Ritz-Carleton brand image.
Ultimate Economic Developer Site Visit
A friend of mine is a site selection consultant. This is a person who is contracted by companies to find a new home for a company headquarters of expansion. On assignment for a company seeking a location for a new distribution center, he arranged three site visits for this client. Along with the company President and two other company representatives, they all hit the road to visit the three cities. The company had been through the process before and their pattern was to expand their sales area, build a distribution center and create 500 to 600 good paying jobs.
At city number one, the group was met at the economic development office where they were offered cookies and institutional coffee before loading into minivans for a tour of the city and a visit to the industrial park. Nothing new. Nothing outstanding.
The next day, when they arrived at city number two, their experience was much different. At the airport, they were greeted by the economic developer and Mayor who escorted the group to two stretch limousines. In the limos, they were offered freshly brewed premium coffee while being driven to the site being proposed for their new building.
At the location, the executives were greeted by a group of community leaders who were gathered under a tent where a catered lunch was served. Among the group were representatives of the city and county, promising a streamlined process, and utility companies who promised plenty of capacity. Also present was a local construction contractor, who had staked out the footprint of their most recent building, showing how the building would sit on the property. Local officials also presented a plan for a job fair, showing how they would assist with the process of hiring qualified employees.
Needless to say, company execs were blown away. So much so that they cancelled their visit to city number three and stayed another day to begin the process of making city number two the site of their next distribution center. This had clearly been a “Wow” moment for them.
Details matter
Whether it’s a big event such as a major site visit or other details such as a new brochure, stationery or web site, it’s important to manage each touch point wisely. With so much at risk, why would you risk so much by cutting corners on details that could put you at a serious disadvantage?
As a good friend and client once said to me, “Never give them a reason to diminish you.”
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Monday, March 15, 2010
Are You a Visionary or a Tactician?
Will today’s actions be remembered in a hundred years?
By Jim Walton
CEO
Brand Acceleration, Inc.
I was recently in a meeting where I met a business owner who was pitching a relationship with a large Asian company. After several discussions with junior executives in the United States, he was invited to meet with the company President in Japan. His directive was to lay out his company’s long-range business plan and to explain how the two companies would partner for their mutual success.
He diligently crunched the numbers, led countless internal planning sessions and prepared his presentation. On his flight to Japan, he reviewed his presentation until he had memorized every word. He carefully anticipated every possible question and practiced each answer. He was set! Nothing could possible surprise him.
At the company headquarters, he gave a beautiful presentation, carefully detailing every reason why the two companies should forge a relationship. As directed, he presented his company’s long-range business plan, showing how they would look in five, ten and fifteen years. Brilliant!
The Japanese gentleman listened without interruption, carefully taking in every word, and when the presentation was over, he asked one question; “Where is your long-range plan?”
In Asian culture, “long-range” often has a considerably different meaning. To them, it could mean 25, 50 or even 100 years. What my American acquaintance had apparently presented was considered nothing more than a short-term tactical plan.
Having been in the marketing communications and public relations business for 30+ years, I’m surprised at how “short-term” or tactical American business has become. In our present weakened economy, it seems to be getting worse. Many companies, communities and states are completely focused on surviving another day, let alone a century.
I often get calls from companies or communities wanting a new web site, brochure or other tactic. I’m always glad to help in any way possible, but when I bring up the topic of long-range strategic planning, I often get a response that tells me there just isn’t any planning in place beyond the next year or election cycle.
Strategic planning
Even in today’s economy, it’s important to step back and take a big-picture look at your situation. Try to look beyond next month or next year and consider how things might look once we get on the other side of this economic cycle. Maybe “long-term,” for you, really is one, three or five years. But, it’s worth trying to look further out so that you can put ideas in place your company’s or community’s future. Consider a few key questions:
- How might the world (U.S.) look in two, five or ten years?
- How will these changes affect us?
- What industry changes are emerging now that will affect our future?
- How can we best position ourselves for these changes?
- How will our brand need to evolve for the future?
Tactical planning
Assuming that you’ve considered how to best position for the future, let’s consider how to begin the process of preparing a short-term tactical plan. If your longer-range strategy requires a shift in your brand position, then your tactics need to begin that evolutionary process now. Your ads, brochures, web site and other tools must begin to convey a message that is consistent with your future vision.
If your tools are entirely backward-looking, telling the story of who you are and where you’ve been, you risk being perceived as “stuck in the past.” Not a good position at all, especially if you have an up-and-coming competitor that is growing a brand position as a forward-looking leader.
Will it matter in 100 years?
Several years ago, I had a co-worker who always seemed to be unfazed by the daily challenges of life’s challenges. Whenever someone in the office was panicking or upset with a situation, he would look them in the eye and say, “In a hundred years, will anyone remember this moment?” He was so right, and his attitude encouraged me to be more focused on the big picture.
Visionary thinking
I love being in the presence of visionaries. I’ve met several in my lifetime. They have an incredible ability to see things that others don’t, usually because they are able to look beyond the minutia of the day and see far into the future. They’re sometimes seen as a little weird. The other skill they have is that they can convey their vision to the rest of their team, setting in motion a very powerful and influential future.
What is your vision?
Something that really excites me is the visioning process. Whether with one of our construction industry (a/e/c) clients or a team of economic development leaders, I love working with people to help look into their future.
I’d love to do that with you, too. Please feel free to contact me any time and we can have a forward-looking discussion. Who knows – maybe in a hundred years, future generations will still be talking about what was done back in 2010.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency'f focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Will today’s actions be remembered in a hundred years?
By Jim Walton
CEO
Brand Acceleration, Inc.
I was recently in a meeting where I met a business owner who was pitching a relationship with a large Asian company. After several discussions with junior executives in the United States, he was invited to meet with the company President in Japan. His directive was to lay out his company’s long-range business plan and to explain how the two companies would partner for their mutual success.
He diligently crunched the numbers, led countless internal planning sessions and prepared his presentation. On his flight to Japan, he reviewed his presentation until he had memorized every word. He carefully anticipated every possible question and practiced each answer. He was set! Nothing could possible surprise him.
At the company headquarters, he gave a beautiful presentation, carefully detailing every reason why the two companies should forge a relationship. As directed, he presented his company’s long-range business plan, showing how they would look in five, ten and fifteen years. Brilliant!
The Japanese gentleman listened without interruption, carefully taking in every word, and when the presentation was over, he asked one question; “Where is your long-range plan?”
In Asian culture, “long-range” often has a considerably different meaning. To them, it could mean 25, 50 or even 100 years. What my American acquaintance had apparently presented was considered nothing more than a short-term tactical plan.
Having been in the marketing communications and public relations business for 30+ years, I’m surprised at how “short-term” or tactical American business has become. In our present weakened economy, it seems to be getting worse. Many companies, communities and states are completely focused on surviving another day, let alone a century.
I often get calls from companies or communities wanting a new web site, brochure or other tactic. I’m always glad to help in any way possible, but when I bring up the topic of long-range strategic planning, I often get a response that tells me there just isn’t any planning in place beyond the next year or election cycle.
Strategic planning
Even in today’s economy, it’s important to step back and take a big-picture look at your situation. Try to look beyond next month or next year and consider how things might look once we get on the other side of this economic cycle. Maybe “long-term,” for you, really is one, three or five years. But, it’s worth trying to look further out so that you can put ideas in place your company’s or community’s future. Consider a few key questions:
- How might the world (U.S.) look in two, five or ten years?
- How will these changes affect us?
- What industry changes are emerging now that will affect our future?
- How can we best position ourselves for these changes?
- How will our brand need to evolve for the future?
Tactical planning
Assuming that you’ve considered how to best position for the future, let’s consider how to begin the process of preparing a short-term tactical plan. If your longer-range strategy requires a shift in your brand position, then your tactics need to begin that evolutionary process now. Your ads, brochures, web site and other tools must begin to convey a message that is consistent with your future vision.
If your tools are entirely backward-looking, telling the story of who you are and where you’ve been, you risk being perceived as “stuck in the past.” Not a good position at all, especially if you have an up-and-coming competitor that is growing a brand position as a forward-looking leader.
Will it matter in 100 years?
Several years ago, I had a co-worker who always seemed to be unfazed by the daily challenges of life’s challenges. Whenever someone in the office was panicking or upset with a situation, he would look them in the eye and say, “In a hundred years, will anyone remember this moment?” He was so right, and his attitude encouraged me to be more focused on the big picture.
Visionary thinking
I love being in the presence of visionaries. I’ve met several in my lifetime. They have an incredible ability to see things that others don’t, usually because they are able to look beyond the minutia of the day and see far into the future. They’re sometimes seen as a little weird. The other skill they have is that they can convey their vision to the rest of their team, setting in motion a very powerful and influential future.
What is your vision?
Something that really excites me is the visioning process. Whether with one of our construction industry (a/e/c) clients or a team of economic development leaders, I love working with people to help look into their future.
I’d love to do that with you, too. Please feel free to contact me any time and we can have a forward-looking discussion. Who knows – maybe in a hundred years, future generations will still be talking about what was done back in 2010.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency'f focus is on economic development, architecture/engineering/construction, real estate and motorsports.
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