I’ll start with my wish list, and you can add to it.

1. I’d like to be able to select a date and have the ability to view the posts from a given time period. Right now, we have to keep clicking “older posts” or something similar. Are they kidding? What if we’re sick in bed for a week and don’t have time to check the social scene? (Apparently, Facebook is launching this. Yay!)
2. I want to be able to organize my LinkedIn page without restrictions. No, I don’t expect to have control over ad placements, but I would like to pretty up and customize my own content. I wouldn’t change their basic formats, but wouldn’t it be cool to display our creativity and uniqueness?
3. How about some creative developers coming up with an app that allows us to access ALL our sites in one format? Not just the sites they choose, but the ones we want?
4. Why must social media sites restrict us to a specific number of posts a day? As long as we’re not spamming, why should they care? If we post too much, our followers can choose to unfollow or de-friend us. Isn’t that the free market way?
5. I want to be able to organize my Twitter followers in any way I choose. Maybe I’ll try it alphabetically first. Or maybe I’ll segment my list like I do in Tweetdeck—by keyword. How cumbersome is it now to keep scrolling down to see our earlier followers? Once you get into the thousands, forget it!

OK, I’ll pause here. YOUR turn. Go for it! Let’s tell them what we want.

1. You haven’t included any biographical information about yourself. How do I know you’re not a criminal? A spy? If you don’t reveal anything, then it’s hard to befriend you.

2. We share absolutely no common ground. If you’re into deer hunting,  pie-eating contests, and football, chances are we aren’t going to have much to talk about.

3. Your previous posts are all quotes from other people. Yuck, my pet peeve. Sorry, not interested.

4. Your only raison d’être for social networking is to promote your product, service, or latest MLM scheme. Forget it.

5. You post about local issues, local places, or local deals—and I don’t live in your city.

6. You try to impress me with your own accolades.

7. You tweet to say goodnight. (Gag me with a spoon.)

8. You post way too much and way too frequently.

9. Your profession or mission in life has nothing to do with me. I don’t need a mortgage; I don’t have an iPhone; I’m not investing with you; I don’t need you to help me live my passionate life; I’m not interested in your first novel; and I certainly don’t need a stretch limousine in Germany.

10. You claim to be a social media guru, yet you have 86 followers.

What reasons would YOU add? (Come on, get it off your chest.)

Ready to test your Twitter knowledge? Take our 10-question Twitter quiz, then you can download our Twitter guide “How to Be Twitter Superfly in 12 Simple Steps.”

Are we aware of the psychological tricks and traps some marketers use to lure us into purchasing specific brands? Just because most of us at the Daily Fix are involved in marketing doesn’t mean that we can’t be affected by our colleagues’ ruses.

No matter how smart we think we are, I guarantee we’ve all fallen prey to a marketing enticement trick or two. I know I have.

While working out recently, I watched an interesting segment on the Today Show about a branding experiment conducted by author and branding/consumer behavior expert, Martin Lindstrom. In it, a California couple agreed to promote specific brands to their friends and social circle in everyday conversations and at parties that they hosted. At the end of the three-month period, the results were staggering:

• 9 out of 10 brands were bought.
• One brand had a 1,000% sales increase.
• An estimated 13,000 people were affected by the couple.

Now, maybe our pal, Daily Fix blogger, author, and word-of-mouth marketing guru, Andy Sernovitz wouldn’t be surprised by this, but others may.

Admittedly, I haven’t yet read Lindstrom’s book, Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy, but based on the experiment and book reviews, I am certainly intrigued.

I could never have imagined that some companies begin marketing to babies in the womb. Or that shoppers in U.S. department stores who are exposed to Muzak with a slow tempo shop 18% longer and purchase 17% more than do those who shop in silence. Or that peddling panic and paranoia was so ubiquitous.

What’s even more interesting is Lindstrom’s take on it all.

“Whenever I meet up with executives around the world, I remind them that today the most powerful force in marketing is not a corporation. It’s not a CEO. It’s not a big-budget marketing department. Today and in the future, the people who hold the real power are hyperconnected, mouse-clicking consumers and their wide circles of virtual and real-life friends and acquaintances. In other words, the people who hold the real power are us.

“As a result, brands of the future simply must be transparent and live up to their promises. Trust me (and you marketers out there take note), any brand that doesn’t will be instantly and painfully exposed and reviled.”

Your turn: Were you aware of these types of brandwashing  tricks and tools? Have you ever been duped by them? Do you think marketers should continue to employ these tactics, or do you think they are unethical? WEIGH IN!

In a recent blog post, MarketingProfs blogger and social media consultant and author Jay Baer said:

“The number of ‘inboxes’ we possess is staggering … That’s a lot of relationship bait in the water … How do we justify this? How do we convince ourselves that slicing our attention so thin the turkey becomes translucent is a good idea? We do it because we believe that more relationships provide more opportunity.

“All of these chestnuts are passed around like a flu strain because they make intuitive sense. But common among them is the underlying premise that interacting with more people is inherently better than interacting with fewer people. I have always believed this to be true and in fact have delivered the lines above in presentations and on this blog. But today, I’m no longer convinced.

“Instead I wonder, what if we have it ALL wrong? Social media forces upon us a feeling of intimacy and closeness that doesn’t actually exist.”

After attending the most recent MarketingProfs B2B Forum, Kyle Flaherty, director of marketing at BreakingPoint, blogged that:

“This shift makes obvious sense, and it will take a few more years for social media to exit the hype cycle, but doesn’t it seem like we’ve been here before? Remember eMarketing? Email marketing? Direct marketing? Eventually, they move from being a short-lived yet enthusiastic fad and into a function of a greater practice. In this instance, marketing. Social media, although extraordinarily useful outside of marketing, has now rightfully started to move from fad into fade.”

From blogger, author, and principal at Altimeter Group, Brian Solis:

“The reality is that the cost of social networking is great, and without checks and balances, engagement can cost us more capital than we have to spend. The net result is then social and emotional bankruptcy. And the most difficult part of this unfortunate state is that it is at first difficult to recognize and far more exacting to overcome.”

What’s happening today? Is there a shift taking place? Has social media reached its peak or is it taking on a new role in an integrated marketing strategy, as it should have been all along?

What do YOU say?

What’s more, The Associated Press reported that his group was killing too many Muslims and that was bad for business. The West was winning the public relations fight, all his old comrades were dead, and he barely knew their replacements. Poor guy.

The problem with the name Al-Qaeda, bin Laden wrote in a letter recovered from his compound in Pakistan, was that it lacked a religious element, something to convince Muslims worldwide that they are in a holy war with America … The documents portray bin Laden as a terrorist chief executive, struggling to sell holy war for a company in crisis.

Why mention this now? To make a point that marketing and branding issues are ubiquitous. Even some terrorist groups “get” branding.

So, my $64,000 question is: Why are there still so many companies and organizations that don’t “get” branding? And, I don’t just mean the name or look of the organization. I mean the entire brand impression and experience.

Whether your organization is a small, mid-sized, or large business, a nonprofit, or government agency, does it have a branding problem like Al-Qaeda’s? What would it take for your chief executive and/or board of directors to invest more in branding? (If you don’t want to share your own org story, give us some generic suggestions.)

Related Articles

• Al-Qaeda has an image problem, needs a new name, Bin Laden wrote in letter
• Osama Bin Laden, Marketing Man

Recently, more than 550 very credible health institutions and professionals challenged McDonald’s to stop marketing junk food to kids. Initiated by Corporate Accountability International, full-page ads appeared in several dailies across the country urging people and professionals to sign the open letter and share it with peers.

An American interagency government group has developed standards for marketing food to children to help food companies determine which foods should be marketed as a way to encourage a healthful diet and which foods shouldn’t be marketed to children.

Studies do demonstrate that reducing junk-food marketing to kids could help improve millions of children’s health. But, let’s be honest. Who is responsible here? Ronald, parents, educators, or all of the above?

Personally, I’d like nothing better than to see healthier kids in North America. As a former educator, I’ve seen how vulnerable many kids are to marketing in general. But, why are we penalizing one company? Sure, McDonald’s is the largest in its category, and Ronald McDonald is a widely-recognized figure, but if we target one, we must target all marketers of high-sugar cereals with premiums in the boxes, chocolate syrup that contains high fructose corn syrup, candy bars, sugary drinks, etc.

Nutrition and health education programs are direly needed in public schools. Projects and homework assignments can then engage parents, to enlist their support, and help enlighten them as well. After all, eating habits are modeled by parents.

My kids weren’t allowed to eat junk food during their formative years. That included McDonald’s, other fast-food restaurants, and most highly-processed grocery products. They complained, and I held my ground. Parents have huge influence on their children’s eating habits, especially during the first 8 to 10 years.

As a society, it’s very challenging to balance business success with the best interests of our people. When business thrives, people are employed and can support their families. On the other hand, when our families are in ill health, we all pay the price eventually—in the United States with higher health insurance premiums, and in Canada, with higher taxes to cover universal healthcare.

So, what do YOU think? Should Ronald McDonald retire? Should all food marketers be held accountable for the products that contribute to ill health?

Most organizations focus on marketing to their current and prospective customers. If they’re smart, they realize how valuable these relationships are and steward them accordingly—with kid-glove customer service.

Yet, how many organizations think about their suppliers when it comes to brand reputation? Word of mouth works on both sides of the fence. Treat suppliers poorly, and they will talk negatively. Treat them with respect, like the partners they are, and they will talk positively.

5 Ways to Honor Your Suppliers (& Turn Them Into Brand Ambassadors)

1. Pay your invoices on time. Pay your invoices before the due date, and watch your suppliers jump through hoops for you.
2. Treat your best suppliers as part of your team. Invite them to your holiday parties, and have lunch together periodically.
3. Communicate with your suppliers. If cash flow is tight, give them a heads up. If something isn’t to your complete satisfaction, let them know so they can make it right. Cut them some slack if errors are very infrequent.
4. Send them referrals, and they will reciprocate. The old “scratch my back” philosophy works wonders with good supplier relationships.
5. Send a thank you note when they’ve gone out of their way for you. Appreciation goes a long way in solidifying these relationships.

Your suppliers can be your organization’s best brand ambassadors. How does your organization rate in its supplier relationships? Got any good tips to add to my list?

Here are a few recent examples:

• “Let us be grateful to people who make us happy; they are the charming gardeners who make our souls blossom.” (Marcel Proust)
• “There’s only two types of people, those who lift up and those who pull down. The difference is how you think about yourself.” (Lou Holtz)
• “If you always do what you’ve always done; you’ll always get what you’ve always gotten.” (Goethe)
• “Promise to be just as enthusiastic about the success of others as you are about your own.” (John Wooden)
• “That’s the secret to life … Replace one worry with another.” (Charles M. Schulz)
• “He who chooses the beginning of a road also chooses the place it leads to.” (Harry Emerson Fosdick)

Get the picture? If I had wanted to read inspiring words, I’d have bought a motivational book or sought out a therapist. All I want to do is unfollow these quoters who have nothing original to say or anything of interest to share. Booooring.

What do you think of the quoters among us? Do you read these posts? Do you unfollow them? Or do you enjoy these inspiring words? Do these quoters encourage you to engage or do business with them?

Got any interesting/funny/stupid social media quotes to share?

But isn’t this just code for: “Ya gotta have personality?”

Want to blog and actively participate in social media to engage customers and prospects in your content? Well, sorry to burst your bubble, but if you’re boring, academic, and didactic in your tone or long-winded, who’s going to engage with you? Who wants to do business with you?

Personality! That’s what it takes. It’s “the visible aspect of one’s character as it impresses others” or “the distinctive character of a person that makes him [her] socially attractive.”

In the “old” days, it was the salesperson who capitalized on using personality, but in many cases, it was to BS the unsuspecting prospect into making a purchase, whether it was the right move or not. Today, BS is passé. It has been replaced by meeting the customer’s needs in an honest manner.

Whether you’re involved in B2C, B2B, government, or nonprofit marketing, it’s your personality that attracts others, builds relationships, and garners trust. You can’t force it. It has to come naturally.

What personality characteristics do you think are valuable in marketing now?

Sure, we occasionally read original content based on an original thought or study results that cast a new light on previous perceptions or a new technology in town. But, realistically, how much content can marketing writers and publishers contribute to social media and publishing without sounding redundant? Is there anything new under the sun anymore?

Now, before you jump down my throat and tell me I’m nuts, let’s do an experiment. Enter the following in your browser search bar:
“Does your website build trust?”

What do you get? In Google, I got about 12,200,000 results that include the following organic listings on the first page alone:

• 47 Simple Ways to Build Trust in Your Website or Blog
  Some major points: Make it personal; website design is first impression; use appropriate language (i.e. to your segments); use good grammar; never lie to make money …
  
• Build trust: the most important online value
  Some major points: Write in simple language; be personal; update content often; professional-looking graphics …
• 40 Ways to Build Trust in Your Brand on Social Media
  Some major points: Create meaningful and thought-provoking content; no hard selling
• 11 Reasons Customers Don’t Trust Your Web Site
  Some major points: Each typo a user finds puts another ding into your credibility; keep your website as fresh and up to date as possible; don’t use buzz words …
• 15 Ways To Build Trust In Your Website
  Some major points: An attractive website displays professionalism; adding personal flare; add new content whenever you have the chance,…

Are you bored yet?

I suppose if you’re new to a topic, then reading the same points in each article is comforting. At least, that way, you can assume the information is credible. But, what if you’re looking for something NEW—something refreshing on the same topic? Then, this can become a frustrating experience.

So, here are my questions for the content creators:

• How do you write fresh marketing content?
• Do you think fresh content matters?
• Where do you get fresh ideas that haven’t been rehashed a million times?

Oh, and one more thing … I did a search on Google: “Rehashing: The New Boring Marketing Concept,” and guess what? Nothing came up —yet.

Educating customers about issues that can affect their perceptions of your customer service can greatly affect customer acquisition and retention. This is especially true with products or services that require some “insider” information to understand the full picture.

I just experienced this myself when purchasing a 2010 car for my daughter. Going to car dealerships right from the get-go is an apprehension many of us harbor. Maybe it’s unfair, but decades of slick, pushy sales techniques have contributed to this reputation.

Without recounting the entire tale, let’s just say that the deal would have fallen through had I not intervened between sales manager and hubby. And the outcome would have been a very negative brand experience on our family’s part. And why? Because the manager didn’t enlighten us regarding what is typical in our state or what to expect.

Unlike other places, a “new” car here is considered new until it has been titled, so it can frequently have mileage on it. In our case, about 210 miles. That’s what concerned hubby. His first instinct was that the dealer was trying to pull a fast one and sell us a used car. If he wasn’t forthcoming on this information, how could we trust the rest of what he told us? If the vehicle was used as a loaner to other customers or taken for test drives, which it was, then it seemed logical that it wasn’t a new car.

In addition, it is typical for some car dealers here to delay updating the manufacturer’s database with their sold inventory until the end of the month, even though salespeople are supposed to do this daily. It has something to do with competition between the dealers. Now, is this customer-oriented? No, of course not, especially if the salesperson is searching the computer system to locate the car you want from a competing dealership. Our perspective: How come the computer shows all this inventory and yet it’s taking two days to find a car with her specs? Sounds suspicious, doesn’t it?

Both these pieces of information were news for us. A lot of angst and suspicion could have been avoided had the salesperson advised us of these norms in advance—not after customer frustration. He could have said, “Just so you know, it’s very typical here for new cars to have a few miles on them. This is a widespread practice in our state.”

So, think of any pertinent information you can share with your customers and prospects that may affect their perceptions of your customer service and build trust with your brand. This doesn’t mean you should burden them with your organization’s internal issues and challenges. But if there are common practices or standards that you know, don’t assume your customers will know them, too.

Can you give a good example of this type of situation BEFORE and AFTER you enlightened your customers about something? Did it work?

A recent NBC News report on a breast cancer brand by Brian Williams raises these questions.

Several years ago, I was hired as the first marketing and communications director for the Canadian Breast Cancer Foundation. My job was to manage the brand. And what a task it was! Unlike the United States, the pink ribbon in Canada is an official mark, meaning it carries greater weight than a trademark. No entity can use the ribbon without consent of the Canadian Breast Cancer Foundation (CBCF). With so many American products bearing the pink ribbon symbol, managing the intellectual property and symbol became a full-time job when products crossed the border onto Canadian store shelves.

So, why the angst about pink ribbons and brands? As one of the women interviewed in this segment notes, “We’re all supposed to be fighting for breast cancer.”

Yes, she’s right. That’s why many nonprofits collaborate to achieve greater impact. But the reality is that nonprofits fundraising for breast cancer research and programs compete against each other for funding dollars. They also compete with other charities in their market that raise money for other causes. How can they stand out and differentiate their missions unless they have solid marketing and branding strategies?

It is absolutely the same as in the business sector. Companies that invest heavily in their brand assets must protect them to avoid confusion in the marketplace. We accept that. Can you imagine what Nike would do if another company began to use a symbol similar to its swoosh? So, why should we expect it to be different in the nonprofit sector? Is there a double standard at play here?

There’s an archaic viewpoint about the charitable world that needs to be dispelled. If we expect nonprofits to solve the problems that governments and businesses cannot fund, then it is in our collective best interest to ensure they function effectively. And if that means spending money to defend their brand assets, market their missions, and invest in things like leadership and staff development, it can only make them stronger and able to accomplish more.

If we expect them to run so “lean and mean” that they cannot strengthen and grow, then we’ll get more of what we have now. Leadership attrition, staff turnover, wait lists, and an inability to fully tackle the huge problems that face our society.

What do you think? Should charities operate more like businesses and protect their brand assets in the same manner?

What I wanted to know was how Daniel thought the six abilities he mentions in A Whole New Mind would affect marketers today in light of new media. If you haven’t read his book, don’t worry. He explains it all in the video clip. However, the book is worth reading as marketers.

I love what he says about organization change—how “one smart, strategic person” can do something “semi-subversive” to make big changes.

What do you think of his comments?

It’s that time of year when many of us receive holiday gifts from clients, suppliers, and colleagues.  It’s also an excellent opportunity for companies and organizations to send gifts to good leads and prospects in the hopes of opening a door or two. That’s not an uncommon business tactic. But, let’s be frank … how many gift recipients actually thank senders?

Our company sent out several gifts to clients, colleagues, and prospects. I can count on one hand how many sent an e-mail or thank-you note to show their appreciation. Of course, there’s no obligation on their part to have a relationship with us, but surely, they can say thanks regardless. It’s not only business etiquette— it’s personal etiquette. And it speaks volumes about their personal brands and the organizations for which they work. Now, maybe some will acknowledge receiving their gifts early in January, but I’m not so optimistic.

Has the economic downturn created a general malaise in business? Or have good manners  gone by the wayside? With so many blog posts and articles on relationship building and engagement, why do you think so many people blow off the concept of saying thanks?

Have you experienced this, too? Have you ever neglected to thank a business-related gift sender during the holiday season? Do tell.

Let’s imagine what could have been:

• President Obama announces new airport security measures following the attempted bombing of a U.S.-bound plane on Christmas Day.
• Homeland Security Secretary Janet Napolitano announces that the federal stimulus legislation will pay for the purchase of hundreds of full-body scanners.
• A senior official from Homeland Security (HS) meets with union leaders representing U.S. airline pilots and flight attendants to explain the new procedures and asks for support during the transition period. In this presentation, she indicates the different security risk scenarios that could transpire and underscores this necessary move for the protection of Americans, visitors, and airline crews.  (For example: What if a terrorist kidnaps a pilot’s family and threatens to kill them if he doesn’t comply with their demands? If pre-screened pilots were exempt from scanning every time they fly, this could be a very real threat.)
• HS sets up a direct communication channel for pilots and flight attendants to convey their concerns, questions, and personal experiences so that HS can conduct ongoing evaluations and make any procedural revisions, if necessary.
• Homeland Security Secretary Janet Napolitano does the morning and talk show circuit to explain the new measures to the public. She has a TSA agent in tow to demonstrate a pat-down on the shows’ hosts. This, of course, gives the likes of Matt Lauer, Jay Leno, David Letterman, and Jon Stewart the opportunity to joke about the situation and reinforce how important these procedures are to our security.
• Through PR/social media, HS reinforces the many ways that air travelers can contact them with any concerns, questions, and personal experiences. TSA telephone agents are highly-trained customer service-oriented agents. Rather than focus on the intrusive aspect of these measures with complaining callers, HS spokespeople convey empathy and understanding. They listen. “Of course, we all wish we didn’t have to go this far.”
• A series of 30-second spots  (leading up to the holiday) advises travelers what to expect, to allow for extra time, and that “we’re all in this together.”

These are just a few of the tactics that could have been employed. Sure, there’s no guarantee that a marketing communications strategy would have been the panacea to avoid all this backlash. But, hey, like any other issues management plan, it couldn’t hurt. At least, it would have been proactive.

Whether you believe these new measures to be an infringement of your privacy or not, this is a marketing blog, not a political one, so let’s focus on the messaging and positioning. The TSA has excellent information on its website entitled “Helpful Hints for Holiday Travelers.” There’s even a short video from TSA Administrator John Pistole.

Oh, yes, one more thing. Just in case any of my suggestions were actually done, (with the exception of the check-marked points)  and I didn’t find them in my research, I apologize in advance. Hopefully, someone will set me straight.

Bottom line lesson (I hope): Proactive marketing communications can help avoid or reduce negative fallout on controversial issues.

Your turn to weigh in …

Related Articles

• Heckuva job, TSA – Napolitano thanks airport screeners (politico.com)
• U.S. Homeland Security secretary says TSA airport screenings will not change for Thanksgiving (nj.com)

It turns out that West Coast cities are far ahead of east coast when it comes to social media usage among businesspeople. San Jose, San Francisco, Los Angeles, Denver and Seattle all cracked the Top 10 list, while New York City and Boston were the only two East Coast cities that made the Top 10 list. My town (Phoenix) ranked No. 28.  Phoenix comes in at No. 5 nationwide for the top Twitter cities, New York is No. 1.

Interesting tidbits:

• The tobacco industry has the  lowest numbers of Twitter users.
• Funeral homes don’t tweet.
• Industries related to medical care did not make the Top 50 list at all.
• Ranking among the least social media savvy on the list were employees in finance positions.
• While communications/PR employees finished third overall on the list, they ranked No. 1 in the Twitter category, outpacing CMOs/advertising directors.

Occasionally, I weed through a social media folder I set up in my Outlook in-box. There’s a wealth of good discussions and information sharing that takes place on my LinkedIn community groups. There are also some doozies that make me wonder how some people stay in business. These are the people who are waiting for Godot—for some magic pill that will transform their businesses or organizations into money-making machines. These are also the people who are vulnerable to rip-offs and schemes. And why? Because they aren’t willing to (or know how to) do the marketing work.

Here’s a good example. A vendor wrote a promotional “ad” and posted it on the discussion board asking members if they wanted help getting gigs.

Your time is valuable. You are busy with work, home and kids. Creating time for finding gigs is near impossible. [Company name] is here for you! I spend MY time looking for those quality leads for you. I want YOUR business to soar.

Thirty-six comments followed. Many were similar to this:

“Okay. Tell me more.”
“I’m interested in hearing more. What’s the next step?”
“Oh, I am all eyes and ears too:)”
“Tell me more about your services.”
“I would be interested in learning more.”

The vendor’s profile is available on LinkedIn as is a link to her website, which outlines her monthly fees. If people had done the due diligence, they would have discovered a vendor with NO testimonials listed on the Testimonial Web page. She has less than 70 LinkedIn connections, a sparse profile with just three LinkedIn testimonials, a background in office management and executive assistance ,and no real experience or expertise in the industry in which she offers services. And after 10 months, prospects are still asking for more information even though she never responded to anyone in the discussion group.

What are people waiting for? Moses to part the Red Sea?

Marketing = work. Marketing leads to business. And only by hitting the pavement—offline and online—can most people and organizations expect to see results.

Unless you know something that I don’t?

Here’s an e-mail my hubby/business partner received from someone he knows and who has referred clients to our company for their promotional product and custom printing needs.

This email is being sent out to the ethical/competent promotional product providers I know.

You have “the products”… I, on occasion, have “the clients.”

In my business, as I’m always willing to “revenue share” with folks (in any capacity) that find me business, I expect the same.

If you “get it,” want to “play fair in the sandbox,” e mail me or call me … “first come…first served”… and let me know what you have in mind in terms of a revenue share arrangement. FREE is not FREE anymore … lol …

Hmmmm. What do you think? Is this the “new” word-of-mouth marketing? Something like online affiliate marketing, but in offline mode? Sort of takes it to a different level.

I do “get it,” as this e-mail states, but what I “get” is very different. If someone is going to profit when he make referrals, I think it should be clear and transparent up front. I am not, however, choosing to “play fair in the sandbox,” as I truly don’t see the value of this system. I think it presents a risk, aside from the fact that it creates tracking and payment homework. More admin stuff to do.

I’d like our company to receive unsolicited testimonials and referrals from real clients who go out of their way to praise our marketing services. To me, that’s the real thing. These are the people who truly become our brand ambassadors. Not because they have received a referral fee.

What do you think? Is this something you would entertain for your business or company? Have you paid out referral fees? Do you get paid referral fees? Tell me how it’s working.

So, here’s my true confession.  I recently wrote and developed a direct mail postcard targeting two segments. I pored over the copy until I thought the messaging would be persuasive and factual. I spent hours laying out the design to grab attention while making the most of our brand colors and the limited space.  And then it went to our trade printer and mail house.

After it dropped and I received my own copy, I realized what I had done. As Homer Simpson would say if he were my partner, “D’OH!”

I hate it when I notice the most obvious boo-boo after the fact. No matter who proofread my piece, it would have taken another marketer to pick up on my mistake. And a few simple words will likely make the difference between people calling us—or not.

We’re marketing customized pre-designed and graphic-designed holiday cards. Realizing that packaging/bundling has been de rigeur in marketing these days, we created an affordable custom package that included graphic design, a choice of stock images or an image the client provides, printing them on 14-pt card stock with a printed return address on the matching envelope. Clients can have the cards scored and delivered to their doors for signing and mailing, or we can insert their electronic signatures, insert the cards into envelopes and mail them from our trade mail house at reduced bulk rates. Innocent enough, right?

Here’s where I screwed up. The most expensive option is to order a small quantity of 250, in which case, the cost of a custom-designed card and envelope set would be around $2.06. Prices go DOWN from there. The more people order, the cheaper the unit price. Duh. At 5,000 cards, for example, the unit cost per card/envelope would be less than 30 cents! So, what did I say in the copy?

“Custom prices start at just $2.06/card and envelope set.”

Oh, no! Do I have a self-destructive thing going? I beat myself up for two days after that!

So, why am I embarrassing myself and sharing this story with you? Because, chances are that you’ve had a similar experience.  Somewhere in the recesses of your past, you did a dumb thing. We’re all human—no matter how good we are as marketers. And it was cathartic for me to share this. Was it good for you?

Your turn. Come clean. What’s the biggest marketing boo-boo story you can share with the rest of us?

Fact checking is a staple of traditional journalism. Good and ethical media hold back from printing or posting news that hasn’t been thoroughly verified. But, in this instant Web 2.0 world, we are all publishers and citizen journalists. Nothing holds any of us back from publishing content online, whether truthful, questionable, or outright misleading.

We have reached a slippery slope where none of us can truly determine what is real from what is fabricated or twisted. And just because we can post a link to another site for reference, who’s to say that what’s posted there has any merit?

The news, which used to be comprised of important topics affecting our world community, now include reports on Lindsay Lohan’s jail time, the latest viral YouTube videos, and countless reports on a sports figure’s trade to another team. Has America dumbed down this much?

I’m waiting for the pendulum to complete its swing and return to its central position on the fulcrum. I’m waiting for people to realize that real journalism doesn’t come from bloggers like Andrew Breitbart (who posted Sherrod’s speech). It isn’t coming from CNN’s ireporters, or from biased opinion pieces or op-ed shows. It comes from investigative journalists who work on news ethically and impartially using the 5 Ws  (who, what, where, when and why).

What do you think? Is journalism dead or are we in some type of transition? What do you think of citizen journalism?

So, you want examples, eh? Well, I can’t link to specific pages because that would be just plain mean—besides being highly risky for litigation. But, I’ll tell you about a few I’ve seen lately on Twitter.

Example #1
A social media company that provides social media marketing services to businesses has 175 followers on Twitter, follows around 650, and is on 5 lists. The author has written a total of 10 posts. Huh?

As if that isn’t enough, here’s the copy that appears on the company’s Twitter page: “Social Media Services Ofeered”

Now, would you contact this company for social media marketing assistance?

Example #2
How about the man whose Twitter page says he’s been a general contractor for years? In his bio, he mentions all the nice outdoor activities he’s done in his life. First impression from the photo and the intro? Nice smiling guy in his 60s who probably wants to connect with new people who enjoy the same things. NOT!

Click on the link to his Website, and what smacks you in the face? A sensational headline and high-pressure multilevel marketing pitch with video and an “act now” message. What a disconnect.

Example #3
A professional in my target market began following me recently. I clicked on his profile to check it out. A large message greeted me that says:

This person has protected their tweets.
You need to send a request before you can start following this person.

Is there any wonder that he has only 63 followers? Doesn’t this strategy defeat the entire purpose of social media networking?

OK, your turn. Got any social media marketing dummy stories to share?

According to Giving USA Foundation chair Edith H. Falk, “In addition to support from individuals and foundations, some nonprofits received exceptional support from the corporate sector, which included billions of dollars’ worth of in-kind donations, particularly from information technology firms and pharmaceutical manufacturers.”

This is great news, of course. But, do you have to be a big corporation to do good? From cause marketing, to grants, to buying tables at fund-raising events, businesses of all types are flying their corporate social responsibility flags by investing in their communities. And why?

According to the 2009 Global Edelman goodpurpose™ Study, “Despite the downturn, across the globe people’s sense of commitment to helping others—and to brands and companies that share that commitment—remains strong.”

And get this:

“Around the world, consumers voice a strong desire for marketers to connect their brands to social action. Forty-two percent say that if two products are of the same quality and price, commitment to a social purpose trumps factors like design, innovation and brand loyalty when choosing one brand over the other. Half (52%) of consumers globally are more likely to recommend a brand that supports a good cause over one that does not, and 54% would help a brand promote a product if there was a good cause behind it.”

Your company doesn’t have to be big to create this win-win situation.

So, what is YOUR brand doing? What’s working and what’s not?

Based on the survey, “Radio thinks, acts and ’surveys’ local. Like their TV counterparts, radio media directors said they most wanted their stations to support their local community organizations and the issues they represented. They put a priority on helping out locally, first and foremost, regardless of the issue.”

Here are just a few of the survey’s major findings:

• Radio media directors ranked community-based organizations (and the issues they support) as the issues most important to them. This focus on all things local was reported by their television counterparts as well in a prior survey.
• Health issues were however very prominent among their specific concerns. Health issues ranked as the most important specific issue for their stations to support among radio television directors. Among the issues they wanted our government to take on with public service advertising, again, health concerns topped the list.
• When asked to discuss specific health issues important to their community and listeners, most radio media directors named actual diseases.
• The most frequently named attribute that makes public service advertising effective was the impact and action-ability of the campaign. The relevance and urgency of the topic to their community was the second most cited factor in making PSA campaigns the “best.”
• In continued difficult economic times, an amazing 97% of respondents said that PSA time provided by their station would increase or stay the same.
• Seniors topped the list of audiences for which radio media directors do not receive enough PSAs.

So, here are my questions for you.  What are your thoughts on the use of radio (or TV) airtime for public service announcements? Does broadcast have a responsibility to the nonprofit sector to provide free PSAs? Even though PSA origins came out of World War II, are they still relevant and needed today?

No, I haven’t personally experienced any backlash from this anti-immigration issue, but others have. Local hotels have received many cancellation calls. Conferences have been relocated. It appears that the tourism and meeting industry may take a hit. And this after a terrible 2009.

The sad part is that any boycott of the hospitality sector will affect the very people that are being targeted in this new law. And then, there’s the domino affect for the hospitality sector suppliers and vendors, etc.

I was living in Toronto during the SARS outbreak and saw how devastating that one incident affected the local economy. It took about 18 to 24 months for the city’s businesses to recover. Restaurants, theaters, and hotels were empty – just about any public space had been abandoned.

So, what does any organization do? How can marketers, business owners and managers plan for such a thing? Let me know your thoughts and recommendations.

Vendors and Consultants Bill of Rights

1. When we take the time to prepare an RFP or quote for you, we’d appreciate a response, even if it means that you don’t want our products or services. We often take a considerable amount of time to work these out with YOUR needs in mind, so please be fair and reply when we call or e-mail to follow up. This is about courtesy, not just the cost of doing business.
2. Please advise us if you plan on getting umpteen other proposals or quotes. It’s only fair that we know in advance whether we are the only company bidding on your business or if we are competing with many others. That way, we can evaluate whether it is worth our investment of time and effort to join the throngs of others and whether we believe that we have a shot at earning your business.
3. Please consider lead times whenever time allows. Products may be backordered or take time to fulfill and ship, and services often need to fit into schedules and have a strategy or outline developed. We want to exceed your expectations, so last-minute requests put us at a disadvantage. You want us to look forward to your calls, not dread them, even if we smile and never show our disdain.
4. Expect us to ask you lots of questions, if it’s appropriate. That way, we ensure that we’re getting things right and there are no misunderstandings. Better yet, be open to a written agreement for our work, whether by e-mail or a signed document. That way, both sides are clear on the delivery and outcomes.
5. We want to partner with you, not just serve you. We welcome dialog and conversations that allow us to get to know each other so we can anticipate your needs and give you our advice. We also value your direction if you have preferences. We can’t read your mind.
6. Be honest with us and communicate. If we disappoint you in any way, please tell us so we can set things right. Don’t just keep it in and then ditch us. Maybe there’s been some miscommunication, or others on your end that contributed to a misunderstanding. Of course, if we disappoint you too frequently, then it’s our fault if you decide to walk.
7. If you’re thrilled with us, refer us to others. There’s no better way to show your appreciation.
8. Please recognize that we are in business to make a living. We have the same responsibilities that you do and pay similar bills and overhead costs. When we offer you a fair price for the work we do or the products we sell, sure you have the right to go elsewhere if you find them for less.  But, cheaper doesn’t mean better. We value our relationship with you and will often give you added value in our time, research, business introductions, and special offers.
9. Please pay your invoices in a timely fashion. For those of us who operate small businesses, cash flow is essential to our daily operations. We find it uncomfortable to hound you for money. If you need to stagger your payments or pay by credit card, please let us know in advance and we’ll work with you.
10. Please give us feedback. If you like what we do, tell us. It never goes out of style to hear the words, “Thank you.”

If you have any more suggestions, or disagree with any of these, share!

It seems like more and more retail outlets are getting wise to the concept of marketing their own product insurance. And is this because they are thinking about you,  the customer? Doubt it. This additional revenue must add decent profit to the bottom line because many stores have incentive programs for their employees. The more insurance they sell, the more bonuses they make.

I can somewhat understand this concept when it comes to electronic, electric, and other goods with microchips or moving parts. It seems that appliances, computers, and other big ticket items just don’t last as long as they did in years past. But, my friends, get this. Have you ever heard of insurance on shoes?

When Sports Authority sold me a pair of New Balance tennis shoes in December of 2009, I declined to purchase the added insurance, which can run up to $16, depending on the cost of the shoes. That’s supposed to cover usual wear and tear for up to one year. Do they think I’m nuts?

Well, two months later, the shoelaces completely fell apart, so I went back to the store to ask for new laces. The manager took a look at my bill and reminded me that I hadn’t purchased the insurance and that the warranty was only good for 30 days without it. But … this time only, he’ll let me have a pair of new shoelaces (worth $2.49 in his store). Gee, what a pal. After exploring the Sports Authority website, I discovered that shoelaces are not even included in the warranty, so I’d be out of luck anyway. Besides, the floor sales rep handed me the wrong lace length after I showed him the shoes, so the replacement laces were useless.

But, the bigger picture here is … what happened to standing behind the products they sell? Has manufacturing gotten so bad that retailers need to add this insurance to protect themselves from the multitudes of returns? Shouldn’t retail buyers ensure that the products they buy match quality for price?  The guy in front of me at the store spent $155 on Nike runners and declined the insurance. If his shoes fall apart after 30 days, does that mean the store will tell him he’s out of luck for $155 shoes?

Why aren’t these retailers standing behind the products they sell and then dealing with their distributors or manufacturers after they look after their customers? If consumers continue to accept this practice and it becomes more commonplace, wouldn’t it make sense that more and more retailers will jump on the bandwagon?

So, what do you say? If you’ve paid for product insurance, do you think you got ripped off or was it worth it? If you didn’t, is it because you think it’s a rip-off or did you prefer to take your chances? Share, please!

Well, let me share who says this statement a lot – nonprofit professionals. And do you know why? If you have ever made a donation to a charity or volunteered for a nonprofit, you’ll want to hear what author and Harvard Business Review blogger Dan Pallotta has to say. I heard him speak recently and he turns this sector on its heels.

Based on his book, Uncharitable:How Restraints on Nonprofits Undermine Their Potential, Pallotta said his research has uncovered the history of nonprofit organizations to “Puritan notions of charity and self-denial.”

Pallotta’s company, Pallotta TeamWorks, was the for-profit brainchild behind several campaigns to raise funds for breast cancer and AIDS research and awareness, creating several nationwide, marathon-like events that raised millions. But its founder came under attack for violating the sacred premises of charitable organizations: low profile, low budget, and little or no profit.

Pallotta questions the assumption that charity and capitalism should be divided. He asks, “Don’t charitable causes deserve the same kind of competitive forces that work to get results in the for-profit sector? Wouldn’t social causes be better served if charitable organizations were headed by the kind of bright, aggressive executives that work in the for-profit sector?”

I absolutely concur! I’ve worked on the “inside” of the nonprofit sector at the national and regional levels, and found it frustrating that people thought we were only effective if we didn’t spend more than 10-15% of “overhead” on administrative costs and fundraising. So, where did they place marketing expenses in the budget? On the program side. Sad.

What are your thoughts? Do you think that a for-profit, capitalistic approach can help us solve more of our society’s problems?

Swenson predicts:

• Look for brands to develop programs that engage consumers instead of simply cutting a check or asking for donations.
• With more marketing dollars supporting cause programs, you can also expect to see a link between a brand’s loyalty marketing programs and its cause programs.
• The third integrated trend to watch will be more multilevel deals between nonprofits, brands and media properties.
• In order for charities to truly benefit, brands must treat their cause programs with the same level of business acumen they do their other marketing outreaches. If more brands take that philosophy to heart, then we will see an even larger growth pattern for cause in 2010.

Read “The Most Influential Cause Marketing Campaigns of All Time” from David Hessekiel, founder and president of the Cause Marketing Forum.

Now, your turn. What cause marketing campaign is your company (or nonprofit) planning for 2010? What do you see as its benefits for both the business and nonprofit sectors?

Using Web 2.0 for causes is smart marketing – excellent for awareness or building a specific brand. Heck, I saw this first on a CNN news report. Now, imagine if just 5% of the over 3.3 million YouTube viewers made a $10 donation to the hospital’s foundation after watching this Pink Glove dance? That’s almost $1.7 million! Not a bad ROI on the video production, wouldn’t you say?
Nonprofits, in general, are still exploring the possibilities that new online tools present. However, without ample resources, it’s a tough thing to do. So, next time you make a donation to your favorite cause, remember that it takes an investment in its infrastructure for them to do the job well. With stronger tools and resources, organizations can deliver on their missions more.

Do you agree? How much of YOUR gift should go to programs and services, and how much should be invested in the organization itself? Let’s hear.
Kudos to Providence St. Vincent? Medical Center and the video producers for creating this fun piece.