Are Printed Brochures Dead?

Are Printed Brochures Dead?

The answer may surprise you

The internet has replaced brochures, right? Now that you have a great web site and all of your information is there, you no longer need to produce brochures, right?

Many people feel that way. Just over the past few years, I’ve noticed that the days of huge press runs appear to be over. In fact, some companies and communities have completely eliminated printed brochures. While I understand the concerns over the cost of printing and related postage for direct mail, I disagree with anyone who believes that there is no need for brochures. The facts just don’t support this notion.

Imagine this; you go to a car dealership to shop for the latest luxury model you’ve had your eye on for a long time. Maybe it’s a Mercedes, a Cadillac, or even the latest sports car. It’s a beautiful thing. The paint is amazing, the interior is fine leather, and the stereo is unbelievable. You’re almost ready to buy but you want to wait 24 hours in order to ponder your decision and discuss the purchase with your spouse. You are psyched! As the sales person walks you to the door, she hands you her card and a flimsy brochure that she just printed on her desktop inkjet printer. Thud! Your opinion of the car and the dealership just hit rock bottom. Would this really happen? Never! Automobile manufacturers are known for their beautiful brochures.

At Brand Acceleration, we work with architects, engineers, and builders who create beautiful multimillion dollar buildings. Like the luxury car, the workmanship, design elements, and emotion require a beautifully crafted brochure that appropriately matches the beauty of their buildings.

Economic development professionals, the other side of our business, often meet face-to-face with c-suite executives and site selection consultants, hoping they will make a multimillion dollar investment in their community. After investing millions of dollars in industrial parks, infrastructure, and spec buildings, this is no time to hand them a nasty brochure that was cobbled together and printed on your desktop printer, which is low on red ink.

While I agree that an electronic version of a well-produced brochure should be available on your web site, I also believe that a short run of professionally printed brochures should be available for those important face-to-face meetings with prospects and clients. An expertly crafted brochure helps establish a brand image that such clients expect. Anything less could insult the client and kill the deal.

What exactly goes into a professionally produced brochure?

It’s very important, after all, to do it right. With so much on the line, there’s no room for cutting corners. First, it’s important to have a well thought out strategic plan for the brochure, identifying audience needs and expectations and matching them with your deliverables. Next, the copywriting must be stellar. Expertly written copy is more that pretty words. It has an amazing ability to romance the reader, positively conveying your key messages. Next comes design. More than beauty, great design is the art of conveying a brand message through expertly crafted visuals. Then, of course, a brochure must be produced by a professional printer with the experience and attention to detail that yields exceptional results. If corners are cut anywhere along the way, the results could be less than stellar and not worthy of your company or community. The quality of a brochure should certainly meet or exceed the quality of the product, service, or place being promoted.

Which works better, direct mail or e-mail?

While I do like the lower cost and measurability of e-mail marketing, I would never rule out the power of direct mail. I like both. Together with other tools, an effective marketing communications program includes printed brochures. They have staying power.

For our clients, we often use a broad approach, utilizing brochures, e-mail marketing, online advertising, direct mail, social media marketing, and anything else that combines to grow a brand and generate results. We’ve also had great success using printed brochures in combination with such items as flash drives, CD/DVDs, QR codes, and even peanut butter and jelly packs.

Are printed brochures dead? Absolutely not! As in the past, they are an integral part of a broad mix of marketing tools that can successfully pave the way for marketing success.

I’d love to hear from you. Feel free to share your thoughts and personal experiences below.

Have a great week,

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis: 317.536.6255

Charlotte: 704:230:0394

Atlanta: 404.474.7980

Fax: 317.222.1425

Cell: 317.523.7380

jim@brandaccel.com

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Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.

Good Economic News - April 3, 2012

Good Economic News

Here are just a few of the recent jobs announcements that have crossed my desk in recent weeks.

Nexans, a provider of cable products, will open a new manufacturing plant in Berkley County, South Carolina, creating 200 new jobs.

In Dublan, Georgia, vehicle supplier Dinex Group will open a new manufacturing plant, creating 250 new jobs.

In Franklin, New Hampshire, Watts Water Technologies, a maker of valves, will expand its operation and create 100 new jobs.

Amazon.com, Inc. has confirmed that it will open a new distribution center in Jeffersonville, Indiana, creating 1,050 new jobs.

Intercontinental Hotels Group will hire 1,355 people company-wide.

In Auburn, Alabama, Si02 Medical Products will open a new facility and create 300 new jobs.

TEIJIN Advanced Composites America, Inc., a developer of automotive parts, will open a new facility in Auburn Hills, Michigan, creating 25 new jobs.

In Wake County, North Carolina, Aerocrine, Inc., a medical technology company, will locate its North American headquarters and hire 45 people.

Genport SRL, a developer of electric generators and batteries, has located its North American headquarters in Tippecanoe County, Indiana, creating 20 new jobs. Congrats to economic developers Joe Seaman and Jody Hamilton of Greater Lafayette Commerce.

Prudential Financial, a financial services and insurance provider, will build a new office tower in Neward, New Jersey, creating 400 new jobs.

CirrusMio, Inc., a software company, will open a new operation in Lexington, Kentucky, creating 10 new jobs.

Busche Enterprise Division, a CNC machining firm, will expand its operation in Albion, Indiana, creating 120 new jobs.

Ameridial, Inc., a provider of contact center services, will expand its operation in Rutherford County, North Carolina, creating 195 new jobs.

In Kalamazoo, Michigan, Hark Orchids, LP, an orchid propagation company, will establish a new facility and hire 80 people.

CISCO Systems, a computer products company, will hire 3,000 people company-wide.

In Bloomington, Indiana, Employment Plus, Inc., a staffing company, will expand its headquarters and add 307 new jobs.

In St. Augustine, Florida, 2G CENERGY Power Systems Technologies will open a new facility, creating 125 new jobs.

Spaulding Clinical Research, a tester of cardiac care safety equipment, will open a new operation in West Bend, Wisconsin, creating 183 new jobs.

Leggett and Platt, Inc., a maker of engineered components, will expand its operation in Porter County, Indiana, creating 30 new jobs.

Rolled Alloys, a provider of specialty alloys, will locate a new facility in Chester County, South Carolina, creating 24 new jobs.

In Farmington Hills, Michigan, Panasonic Automotive Systems Company of America, a maker of automotive products, will expand a create 60 new jobs.

In Rowan County, North Carolina, pharmaceutical maker Ei, Inc. will expand and add 119 new employees. Congrats to economic developer Robert Van Geons.

Starbucks Coffee Company plans to open a manufacturing facility in Augusta, Georgia, creating 140 new jobs.

In Colbert County, Alabama, Navistar International Corporation will begin producing its LoadStar work vehicle, creating an undisclosed number of new jobs.

enVista, LLC, a supply chain consulting services company, will expand its headquarters in Hamilton County, Indiana, creating 96 new jobs.

In Mexico, Missouri, Spartan Light Metal Products, a provider of die casting services, will expand and add 42 new employees.

PyraMax Ceramics, a maker of ceramic pellet, will invest in a manufacturing facility in Wrens, Georgia, adding 60 new jobs.

In Noblesville, Indiana, Helmer, Inc., a maker of laboratory equipment, will expand and add 46 new jobs.

Concentra, a provider of health care services, will add 651 jobs company-wide.

Tognum AG, a propulsion and power solutions provider, will expand its operation in Aiken County, South Carolina, creating 20 new jobs. Congrats to economic developer Will Williams.

CHEP USA, a pallet and container pooling provider, will open a new headquarters in Atlanta, Georgia, adding 173 new employees.

In Jasper County, South Carolina, LowCountry Biomass LLC, a recycler of wood residues, will expand and create 26 new jobs.

In Allen County, Indiana, automotive supplier Android Industries will locate a new facility and add 57 new employees.

The Walt Disney Company is starting an initiative to hire, train and support up to 1,000 returning veterans.

Brown-Forman Corporation, a provider of wine and spirits, will add 89 new jobs in Waynesboro, Tennessee.

Deca Financial Services, LLC a collection agency, will expand its headquarters in Fishers, Indiana and add 270 new employees.

Total Jobs Announcements: 10,418+

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana: 317.536.6255

Cell: 317.523.7380

jim@brandaccel.com

Brand Acceleration Web Site

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Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.

What, or Who, Inspires You?

What, or Who, Inspires You?
What makes you a better person?

It seems the older I get, the more emotional I get. Young men often have a very difficult time expressing themselves in deeply emotional ways, but now that I’m in my fifties, I’m much more likely to tear up in a sad movie or at the sight of a soldier returning home to his or her family.

Each of us, I believe, has something that impacts us deeply. Maybe it’s a life philosophy, a family member or someone else that inspires us to live in a certain way. I’m sure that with a bit of thought I could write a rather lengthy list, but here are just a few, in no particular order, that deeply inspire me:

My daughter

For the past six years, Colleen has suffered with debilitating back pain. Beginning when she was a sophomore in high school, she had to give up dance choir, the love of her life, due to her constant, agonizing pain. Over the years, she saw numerous doctors and underwent every imaginable test, therapy, treatment and medication, but nothing helped.

Recently, however, it was discovered that she had a severely herniated disc in her spine, causing much of the pain and numbness or shooting pain in her legs. In February, she underwent spinal surgery and now is in recovery and more physical therapy. Even though she still experiences back pain, we’re hopeful that we’re on the right path.

Watching her go through all of this has been very difficult, yet inspiring. Through high school and college, she painfully say through classes, school functions, class trips, two graduations, fraternity meetings and other activities while maintaining excellent grades. She’s been so strong and I’m extremely proud of her.

My father-in-law

Lloyd Thompson displayed a strength that has inspired me for many years. While he had strong opinions, he had an amazing ability to keep them to himself. I recall many passionate family discussions when opinions were flying about and Lloyd sat silent, taking it all in. Sure, he was willing to share his wisdom, but he always respected every person’s right to a differing opinion.

Lloyd is gone now, but I think of him often, finding inspiration in his ability to quietly allow others to disagree.

Our Armed Services personnel

There are few things more painful and inspiring than the sight of one of our wounded warriors, sometimes with missing limbs or brain injuries, returning home. The idea that these heroes so loved this country that they put themselves in harm’s way in order to protect us inspires me deeply.

It is for then and others like them that the American Flag flies on the front of my home every day. It’s not only my way of expressing my appreciation, but a personal reminder.

Risk-takers

I’ve always admired risk-takers, especially in business. When someone has an idea for a product or service, they often jump in, risking everything to make their dream come true. I find tremendous inspiration in their passion, confidence and bold passion to succeed.

I’ve started several businesses and have often found inspiration in such people as Jeff Bezos (Amazon), Steve Jobs (Apple), Fred Smith (FedEx), Ronald Reagan (former President of the United States), Sam Walton, (Wal-Mart) and Margaret Thatcher (former Prime Minister of England).

Honest, integrity and loyalty

To me, there are no more meaningful personal characteristics. While none of us can claim perfection, I work hard to live by a strict code of personal conduct of which I and my family can be proud. I seek out friends, employees, vendors and even clients with the same values.

Unfortunately, I occasionally encounter challenging people who are, let’s say, morally challenged. Some will lie, cheat or even hurt others to get ahead. Although I feel very sorry for them, there’s just no room for them in my life.

People who know me know that I am an extremely loyal person. Friends, clients and others know that I will do just about anything for them. Life is very short and I find serious inspiration in people of integrity.

Who, or what, inspires you?

I’d love to hear your stories, too. Share them below.  

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana: 317.536.6255

Cell: 317.523.7380

jim@brandaccel.com

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Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.

Good Economic News (1-10-2012)

Good Economic News

Here are just a few of the recent jobs announcements that have crossed my desk in recent weeks.

In Albion, Indiana, Vehicle Control Solutions, a supplier to the auto industry, will expand and create 70 new jobs.

In Charleston County, South Carolina, TWL Precision, a supplier of automotive components, will expand and hire 35 people.

Rubbermaid Commercial Products, a provider of solution-based commercial products, will expand its operation in Winchester and Frederick County, Virginia, creating 71 new jobs.

In Henderson County, North Carolina, label manufacturer, UPM Raflatac will expand and create 51 new jobs.

Impact CNC, LLC, a machining company, will locate a facility in Columbia City, Indiana, creating 100 new jobs.

General Motors, LLC, will expand its operation in Defiance County, Ohio, creating 189 new jobs.

In Kentucky, OMEGA Processing Solutions, LLC, a credit and debit card processing company, will expand and create 25 new jobs.

In Burke and Alexander Counties in North Carolina, American Roller Bearing Industries, Inc. will expand and create 231 new jobs.

Kubota Corporation, a maker of utility and farm tractors, will expand its facility in Jackson County, Georgia, creating 200 new jobs.

AvCraft Technical Services, an aircraft maintenance and repair company, will expand its operation in Horry County, South Carolina, creating 150 new jobs.

In St. Clair County, Alabama, Eissmann Automotive North America, Inc. will expand and add 35 new jobs.

Hoosier Racing Tire Corporation, a maker or tires for the auto racing industry, will grow its operation in Plymouth, Indiana and create 20 new jobs.

In Cleveland County, North Carolina, Baldor Electric, a maker of electric motors, will expand and create 166 new jobs.

Silicon Bank plans to expand in the Tempe, Arizona area, adding 200 employees.

In Licking County, Ohio, Knowlton Development Corporation, a maker of personal care and beauty products, will expand and create 200 new jobs.

DS Corporation, a maker of fifth-wheel and recreational vehicles, will expand its operation on Topeka, Indiana, creating 250 new jobs.

Fermilab has announced plans to build an accelerator research facility in Batavia, Illinois, creating 200 new jobs.

In Barnwell County, South Carolina, Climax Global Energy, Inc., a plastics-to-oil recycling company, will locate a new facility, creating 20 new jobs.

Stens, LLC, a supplier of parts for the outdoor power equipment industry, will expand its headquarters in Dubois County, Indiana, creating 98 new jobs.

In Halifax, Virginia, Dominion Virginia Power will establish a customer care center and create 150 new jobs.

Amazon.com plans to open two fulfillment centers in Virginia, creating 1,350 new jobs.

In Bourbon County, Kentucky, Mingua Beef Jerky, Inc. will expand and add 10 new jobs.

Delphi Corporation, a supplier to the auto industry, will expand its operation in Montgomery County, Ohio, creating 100 new jobs.

Limco Airepair, an aerospace company, plans to expand its operation in Tulsa, Oklahoma, adding 150 employees.

MHM Metals, a producer of aluminum by-products, will locate a new manufacturing facility in Russellville, Kentucky, creating 30 new jobs.

In Huron County, Georgia, Structure Manufacturing Group, a maker of truck cabs, will expand and hire 150 people.

In Clay County, Indiana, Great Dane Trailers will expand and add 200 new jobs.

Sportsman Boats Manufacturing, a maker of saltwater fishing boats, will open a new facility in Dorchester County, South Carolina, creating 30 new jobs.

Infinisource Holdings, Inc., a benefits administrator, will move its headquarters and start a new division in Charlotte, North Carolina, creating 162 new jobs.

In Waterbury, Connecticut, Webster Bank plans to hire 150 people.

IMS Gear Virginia, a maker of gear assemblies, will expand its operation in Virginia Beach, Virginia, creating 80 new jobs.

Archway Technology Partners, a provider of business solutions, plans to expand its operation in Indianapolis, Indiana, creating 140 new jobs.

BSH Home Appliances Corporation, will expand its dishwasher line in New Bern, North Carolina, creating 100 new jobs.

In Lebanon, Kentucky, Wilbert Plastic Services, Inc., a provider of parts to the auto industry, will expand and create 150 new jobs.

Farbest Foods, a turkey company, will locate a new plant in Knox County, Indiana and hire 600 people.

Daewon America, a supplier to the auto industry, will open a manufacturing plant in Troup County, Georgia, creating 100 new jobs.

Total Jobs Announcements: 5,963

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana: 317.536.6255

Fax: 317.222.1425

Charlotte, North Carolina: 704.230.0394

Cell: 317.523.7380

jim@brandaccel.com

Brand Acceleration Web Site

LinkedIn

Twitter

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Google+

BrandCoach Blog

Brand Acceleration is a full-service marketing communications, brand management and public relations firm with a focus on economic development, architecture, engineering and construction.

Good Economic News! 11-8-11

Good Economic News!  (11-8-11)

Here are just a few of the positive economic announcements that have come my way over the past two weeks.

Kermit USA, LLC, a manufacturer and distributor of roofing systems, will establish its U.S. headquarters in Muncie, Indiana, creating 70 new jobs. Congrats to economic developers Terry Murphy and Traci Lutton.

In Crisp County, Georgia, Chexar Networks, Inc., a provider of financial risk management services, will expand and create 500 new jobs.

The Doc Depot, Inc., a medical document retrieval service provider, will expand its operation in Barnwell County, South Carolina, creating 50 new jobs.

CTL Packaging USA, a maker of plastic packaging products, will locate its North American headquarters in Gaston County, North Carolina, creating 131 new jobs. Congratulations to Brand Acceleration client Gaston County Economic Development Commission.

Norfolk Southern Corporation, the railroad, has announced plans to hire 500 new employees in eight states.

In Isle of Wight, Virginia, Green Mountain Coffee Roasters, Inc. will establish a production and distribution facility and create 800 new jobs.

GE Aviation has broken ground on a new jet engine factory in Auburn, Alabama and is expected to hire 400 people.

In Wentzville, Missouri, General Motors Corporation will expand its workforce, adding 1,260 new jobs to accommodate the production of the new Chevrolet Colorado pick-up truck.

In Warrick County, Indiana, AFCO Racing Products, a manufacturer of parts for the auto racing industry, will expand its operation, creating 61 new jobs. Congrats to Brand Acceleration client Success Warrick County. Great job Larry and Matt.

In Montgomery County, North Carolina, fruit and vegetable processor Aseptia, Inc. will locate a manufacturing facility and hire 75 people.

Viacom, Inc., an entertainment industry company, will establish a new operation in Williamson County, Tennessee, creating 100 new jobs.

EAC Corporation, a supplier of metals, will expand its operation in Kokomo, Indiana, hiring 15 people. Congrats to Brand Acceleration client Greater Kokomo Economic Development Alliance.

Zurn Industries, a maker of plumbing products, has announced plans to expand in Sanford County, North Carolina, creating 38 new jobs.

Mullican Flooring, a maker of hardwood flooring, will relocate all manufacturing operations to Johnson City, Tennessee, creating 164 new jobs.

In Ripley County, Indiana, Concepts Industrial Asset Disposal, Inc., a buyer and seller of heavy industrial machinery, will expand and hire 25 new employees.

In Sequatchie County, Tennessee, MANN+HUMMEL USA, an equipment supplier to the automotive and mechanical engineering industries, will locate a new facility and hire 150 production workers.

Anacomp, a document and business process management company, will locate a new facility in Somerset, Kentucky, creating 200 new jobs.

Nephron Pharmaceuticals Corporation will locate a new operation in Lexington County, South Carolina, creating 707 new jobs.

In Jackson County, Indiana, automotive supplier Aisin Drivetrain, Inc. plans to expand and create 40 new jobs. Congrats to economic developer Jim Plump.

Home improvement retailer The Home Depot has announced plans to expand its online operation in Kennesaw, Georgia, creating 700 new jobs.

In Indianapolis, Indiana, mobile event and media producer LiTEBOX, Inc. will establish its headquarters and a production and manufacturing facility, creating 1,100 new jobs.

In Elizabethtown, Kentucky, Flex Films will open a new manufacturing plant, creating 250 new jobs.

Pharmavite, a vitamin and dietary supplement maker, has broken ground on its new manufacturing and distribution facility where it will create 280 new jobs.

In Hendricks County, Indiana, Nolan Security, a provider of private security services, will expand and create 300 new jobs. Congratulations to Brand Acceleration CLIENT Hendricks County Economic Development Partnership. Great job, Cinda!

Sasco Safety, a maker of highway safety products, will establish a new facility in Barnwell County, South Carolina, creating 25 new jobs.

In Tuscaloosa, Alabama, Brose Tuscaloosa, a maker of seat structures and door systems for the auto industry, will expand and create 80 new jobs.

In Ohio County, Indiana, a new 100-room hotel will be developed, creating 30 new jobs. Congrats to economic developer Lane Siekman.

In Clarendon County, South Carolina, Alucoil America Corporation, a maker of metal composite materials, will open a new facility, creating 18 new jobs.

Orthman Manufacturing Company, a maker of farm implements, will expand its operation in Lexington, Nebraska, creating 100 new jobs.

In Indiana, Verizon Wireless is planning to hire 60 new employees statewide.

In Richland County, South Carolina, Sensor Electronic Technology, Inc., a maker of ultraviolet LEDs, will expand and create 150 new jobs.

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana: 317.536.6255

Fax: 317.222.1425

Charlotte, North Carolina: 704.230.0394

Cell: 317.523.7380

jim@brandaccel.com

Brand Acceleration Web Site

LinkedIn

Twitter

FaceBook

Google+

BrandCoach Blog

Brand Acceleration is a full-service marketing communications, branding and public relations firm which focuses on economic development, architecture, engineering and construction.

America was There

America was There

Remember our veterans and active military personnel

 

 

By Jim Walton

CEO, Brand Acceleration, Inc.

On Friday, we will once again observe a very important holiday in the United States. Veteran’s Day, for many, will be just another day on the calendar – another Friday. For me, it’s a special day of remembrance. Each year, on the eleventh day of the eleventh month, the United States honors our military veterans, special people who served, fought and died for our freedom and for the freedom of countless millions worldwide.

Throughout history, the world has seen dictators brutalize their own people and the people of other nations in order to expand their dreams of regional and global domination. While other nations have experienced brutal regimes such as Mao (40 million dead), Hitler (34 million dead), Stalin (20 million dead), Hussein (1 million+ dead) and Gaddhafi (thousands or more dead), the United States of America has been the shining light of freedom for more than 235 years.

In places like Germany, Korea, Vietnam, Afghanistan, Iraq and others, our service men and women have been there, willing to pay the price for freedom. Visions of the people of Paris and the liberation of Iraq are still vivid in the minds of many.

In times of trouble, we are the first to come forward with supplies, medical support, money and military support. As much as our enemies would love to position us as imperialists, we have never gone to war for the purpose of expansion.

What does this have to do with branding, you ask? Plenty. As a friend of freedom and a defender of the hurting and oppressed, the United States has become the global economic and military leader that every country desires to emulate. This is the brand reputation that each of us, as citizens of this great place, enjoys.

Many of our service members have returned home with serious physical and/or emotional injury. Unlike wars of the past, we have learned to do a much better job of helping our veterans and their families to recover from the ravages of war. I’m especially impressed with such organizations as the Wounded Warrior Project and the Children of Fallen Soldiers Relief Fund.

Whether you agree with such groups as Occupy Wall Street or the Tea Party, I believe we should be thankful that we live in a nation where we are free to openly express our opinions. The U.S. Constitution guarantees our freedom of speech, assuring varying points of view may be expressed.

In the 1982 photo shown above, Joseph Ambrose, an 86-year-old World War One veteran, holds the folded flag that covered the casket of his son who was killed in the Korean War. The expression on his face is so moving. It’s the same pride and pains expressed by so many whose loved ones have given so much for so many.

The images and memories of those men and women whom have served in times of war and peace are part of the indelible brand we know as America.

So, on this special day, please fly you American flag and say thank-you to a veteran or active service military personnel.

They do it all for you.

Jim Walton

CEO

Brand Acceleration, Inc.

Branding // Marketing Communications // Public Relations

Indianapolis, Indiana: 317.536.6255

Fax: 317.222.1425

Charlotte, North Carolina: 704.230.0394

Cell: 317.523.7380

jim@brandaccel.com

Brand Acceleration Web Site

LinkedIn

Twitter

FaceBook

Google+

BrandCoach Blog

Brand Acceleration is a full-service marketing communications, branding and public relations firm which focuses on economic development, architecture, engineering and construction.

Customer (Dis) Service and Your Brand

Customer (Dis) Service and Your Brand
Your actions speak louder than words

It seems there is a serious disconnect between advertising messages and reality when it comes to the way customers are treated. In their ads, companies love to tout how much they love their customers, implying that they really do care about them. The reality however, is often radically different. Their employees are often not trained in the ever-important art of making customers feel loved.

I was recently in a line of over 20 customers at an airport car rental facility where there were only three agents on duty, and two of them were talking on the telephone. Customers were especially irritated by the fact that there were about twelve computers where no agents were working. Like most travelers, I was in a hurry to get on the road and get to my first meeting of the day. I didn’t appreciate being ignored and neither did the guy behind me. After grumbling to me about the serious lack of service, he shouted, “Does anyone work here?” The other customers were shocked at his brazenness, but a spontaneous round of applause broke out, telling the agents that their customers were not happy. I’m not going to say which rental car company it was but I will say that no one was “trying harder” to make customers happy.

In another recent experience, due to a change in our Customer Service Management (CRM) software, my company was forced to swap out some of our cell phones because they wouldn’t interface with the new software. After a short discussion with a store representative who was not empowered to make customers happy, we ended up on the phone with one of their reps who made it clear that they were not going to waive the rather expensive buyout of our phones….period! We tried to stay with this company and reminded the representative that we had been a loyal customer for more than 23 years and just needed to make a few equipment changes. The answer was unequivocal. No!

From there, we went to one of their competitors and met with Tawana, a wonderful young lady who listened to our needs and meticulously switched over our entire company account and set up each and every phone. It took several hours, but when we left, every new device worked perfectly. Wow, was that refreshing!

In his most recent book, Collapse of Distinction, my good friend, Scott McKain, an outstanding speaker, trainer and author, states, "If you cannot find it within yourself to become emotional, committed, engaged, and yes, fervent about differentiation, then you had better be prepared to take your place among that vast throng of the mediocre who are judged by their customers solely on the basis of price. It is the singularly worst place to be in all of business. If you aren't willing to create distinction for yourself in your profession--and for your organization in the marketplace--then prepare to take your seat in the back, with the substantial swarm of the similar, where tedium reigns supreme." I recently heard Scott speak at the Society for Marketing Professional Services (SMPS) conference and, as usual, he thrilled the audience and left them inspired to be even better than they already are. After several months, I still hear attendees quoting him.

I especially enjoyed a story that Scott shared about an experience that musician Dave Carroll had with United Airlines. In his video, “United Breaks Guitars,” Carroll openly protests the poor customer service experience he and his band had on a United flight. For people who don’t have the ability to create great videos like this, there are company web sites and public sites such as Yelp.com where customers, both happy and unhappy, can voice their opinions.

In the hotel industry, the clear leader in outstanding customer service is The Ritz-Carlton Hotel Company. It is common knowledge throughout the industry that their customer service is stellar and that the reason for their well-deserved reputation is the training of their employees. Their motto, “Ladies and Gentlemen serving Ladies and Gentlemen,” sets the tone for the empowerment given each and every employee, allowing them to do anything required to make customers happy. In his book, “The New Gold Standard,” Joseph A. Michelli describes the leadership principles of this great company. We can all learn from the example set by this market leader.

As a branding, marketing communications and public relations firm, we are often contacted by companies or communities requesting a “new brand.” From experience, we know that what they usually mean is that they want a new logo. In my opinion, your brand and your reputation are one and the same. If you treat customers well, meet or exceed their expectations and show them some appreciation, your brand will be strong. If not, you will have a serious problem that a new logo or slogan cannot change.

I could go on and on, sharing countless customer service experiences, both good and bad, but I’d like to hear from you. Feel free to share your experiences and stories about how you deliver outstanding service, allowing others to learn and improve. Thank you.

Have a great week,

Jim Walton

CEO

jim@brandaccel.com

www.brandaccel.com  

Brand Acceleration is a full-service marketing communications, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture, engineering and construction (AEC).