E-readers versus traditional books, what do you prefer?

Even though I work in marketing doesn’t mean I’m not immune to the pressure of a good advertising campaign. Right now I’m on the fence about looking at E-book readers like the Kindle.


I love to read and always have a selection of books around so I can pick one up at any time. I have been looking and seeing friends with the kindle and I have to say it does look pretty cool. The idea of having a wide assortment of books that you can take with you at all times is a great idea. It’s especially appealing to those of us that travel for our jobs and get weighed down with computers, presentations and other work items. Anything I can do that will lighten the amount of what I have to carry is automatically a plus.

Recently I read about someone who went kayaking and wrapped her reader in plastic and was reading out on the water. You can’t beat that kind of portability.

I wasn’t sure if I felt the price of the kindle was justified, until I recently tried to buy “The Girl who kicked the Hornet’s Nest” and even on sale it was $20. I could buy it for the kindle for $9.99.

I am used to traditional books and being able to flip pages. But would love to hear from anyone who has made the switch to see what they think and if they miss traditional books and magazines. What do you think?

A call for better phone service

Today I would like to make a plea to all business decision makers. I totally understand business is tough these days and budgets are tight but please…please….when you are allocating money consider investing in a decent phone system.

Many businesses can’t justify the funds for a full time operator to talk with customers. But as someone who spends a great deal of their day on the phone I’ve had some of the most frustrating experiences with bad phone systems. This can be the first impression someone has of your business and should be considered part of your marketing budget. If you can’t even manage to handle phone calls why would I give you any of my business?

Here are some classic phone system errors that I have found on multiple systems.

Press the # key- I have been told to press # to get to the spell by name directory. When I do press that key instead it asks me for the individuals’ mail box. How does it expect me to know this when I’m trying to spell their name? I won’t even go into the fact that sometimes I don’t have the correct spelling of some names or if it’s a hyphenated name what is considered the last name.

Name please- There is actually one system in operation and I don’t know who but it’s the same voice every time. No matter how clearly I say the name it will send me to another person‘s voice mail with no chance to stop the transfer and I have to hang up and try again.


Seek and find- This happens when you call and you patiently wait through all the choices to find the one you want. Then it tells you if you don’t want any of those options wait for an operator. But the operator is never found; instead it continues to ring and if you’re lucky then you at least get the operator voice mail. I have had some that you don’t even get a voice mail; you just have to call back.

Having a competent phone system to route your customers is your chance to show the level of service your clients can expect. If you can’t provide this basic level of service don’t worry, they soon will be calling your competitors.

What do you think? Have you come across any nightmare phone systems?

Facebook used in murder for hire plot

I guess we shouldn’t be surprised that since Facebook has 500 million users, not all of them would be geniuses. Recently a man was arrested in West Chester PA for posting on Facebook that he wanted to hire someone to kill a girl who was bringing him up on rape charges.

Besides the obvious points that murder and rape are wrong, you have to wonder what he was thinking.  This is an extreme example of what many people do on their social media profiles every day which is share too much.

I understand the object of being social is to interact with friends and family with aspects of your life. But somewhere in the translation it was either lost or we have become immune to the fact that a lot people can read what we post. Not only can they read it, but they can save it and share it with their friends.

On top of that when this is pointed out to most people they actually seem shocked. It has become such a part of our culture to put out information we don’t stop to think who has access to this material and what will they do with it. You see other examples of this when people post information or pictures and it’s seen by their employers and causes them trouble at work or costs them their jobs.

Social media can be an amazing way to connect with people but never forget that your posts can have a huge impact and last in search engines for a long time to be found by anyone who is looking.

American Express using customer service as a marketing tool

Previously I have written that customer service is one of the best and most overlooked aspects of your marketing strategy. http://tinyurl.com/2dddgjq


It seems American Express agrees and has decided that their customer service needs to be reevaluated. I read an article in Fortune Magazine http://features.blogs.fortune.cnn.com/2010/08/13/amex-happy-workers-mean-happy-customers/ and it talks about their plan to step back and recognize that customer service is an important part of their clients’ experience.

American Express has decided that the best way to provide excellent customer service is to look at the employees working conditions and the requirements they had set to do the job. These factors influence how their staff feels about the company. This attitude will translate to the customers during their conversations.

If the company can make life better for the call-center employees then they will be friendlier and more attentive to the customers’ needs. The first step was to talk to the employees and ask them directly what they would like to see implemented to make the job better.

Things the employees requested were more flexible hours, better pay and the chance for career advancement. Another aspect that changed was that previously the emphasis was on how many calls you did during your shift. Now the employees are allowed to interact with customers so they can provide better service.

Many businesses spend large sums of money to create campaigns to attract and retain customers but sometimes it’s the personal contact your staff gives that makes all the difference.

Do you agree? Does good customer service and the personal touch influence the businesses you frequent?

Passion is the first part of marketing

What do you do when you have an idea or a product and there is no money backing it? You rely on the one marketing tool you have left and that is passion.

Passion is how many businesses get started. It begins with an idea and someone who is relentless and will not stop till it’s a success.

A great example of this is Geri Delevich and her partner Marilyn Cichowski who developed a project called Embraceable You. This is a documentary that talks about life in New Hope PA. This town promotes a way of life that is rich in history, culture, fun and most of all tolerance. They believe and show anyone who visits that it is possible to live together no matter your age, race, gender, occupation or sexual preference.

Geri created Up River Production and managed to get townspeople and friends to come together to make this dream a reality. It started as a way to show life in New Hope and how any town can adopt their spirit. Since it started it has been featured in many film festivals and now can proudly be called an award winning documentary. From the movie they have put out a book of interviews from the movie and a cd featuring new music by local artists.

The next step is that the film has been used as a diversity tool for Prudential Real Estate and they are talking with schools who would like to use it as an educational lesson. They will be creating DVD’s that will be available on http://www.up-river-productions.com/

Price versus status

Marketing your product requires knowledge about your consumers. You need to know what will get them to respond by buying your goods or services. Everyone has a trigger and you have to market to the audience that is the best fit for your product and price point.


Price would seem an obvious solution to get your customers attention. But price can work in more than one way. Some consumers will respond to cost only if it is below a specific price point. They want to know they got a deal. Lowering costs, sales or even coupons are going to be the incentive to get them to buy. These bargain shoppers feel proud of their shopping ability and will tell others about how they are savvy consumers.

Other customers are looking for status. They want to see your product as exclusive. A higher price will actually appeal to them. If they buy it then they know only a specific segment of the market will have the funds to make the purchase too. They are tying their self worth in the exclusivity owning your product or service will offer.

Looking objectively at your product or service and determining which segment it fits will be a major factor to your ability to succeed.

What products or services are you willing to buy that you feel justify their higher cost in the marketplace?

Sales can be a good 4 letter word

Sale is one four letter word that people like to hear. It has always been part of marketing strategies and advertising campaigns. But is it used too much?


I have been following a major furniture chain that operates nationally and in the Philly area to decide when would be the best opportunity for me to buy a new sofa. For the past six months I have checked the store to see if the price has dropped enough for me to buy. They keep running television, print and radio spots declaring that everything on the store is on sale. Yet for this item the price hasn’t moved.

This seems to be a permanent sale item and the price hasn’t gone up or down and every time I go to the store I’m told this is the sale price. So the question is, if the price doesn’t change is it really on sale?

It’s hard to figure out the true cost of things at many area stores with their “One Day Sale” or Early Bird Specials” when they have one of these events every week. Sometimes you run the risk of your customers getting immune to your special deals because they know if they don’t buy this week you will just run a different sale next week and the same items will still be discounted.

Sales events need to offer real value to consumers to keep them coming back.

What do you think? Do you know any local businesses that you think either over use sales events or a business that does a good job?

Grounding your road warriors

In sales the logic used to be the less you saw your sales staff, the better your company would do. You wanted your road warriors out there talking to clients, having meetings and always closing.

Then we saw the economy plummet and money got tight. Companies began looking for ways to keep their sales force working with customers and looking for new business but also cut travel costs.

When it comes to dealing with clients I consider the project and if it is really necessary for an in person meeting. This can be an adjustment for clients too. I had a chance to work with a major corporation that was located on the opposite coast from me. They wanted me to come in and talk about capabilities. There was no guarantee of work and even if I had gotten the job the project was going to be small. I offered a phone conference for our initial conversation and to introduce my company.

The rep was shocked when I suggested this option. She said she had never been turned down for a meeting. I had to explain that I wasn’t turning her down, but we have travel budgets to consider. We travel when it is necessary and I would be available to meet in person as the project progressed. But based on the fact they were still determining if they were even going to bring in an outside vendor versus doing in house, we needed to start this way till they had a clearer scope of their project.

The economy is forcing companies to train their sales staff to adjust their technique and not automatically schedule in person meetings. But don’t forget the positive aspects of this are that it offers more time to connect with clients on the phone and electronically rather than sitting in traffic.

If you’re a sales person what do you think, do you prefer in person or phone meetings?

Food trucks serving up social media

Growing up in Philadelphia it was normal to walk around town and see street vendors and food trucks. Unlike restaurants that spent money on advertising or waiting for newspaper critics to give them a good review, food stands built their reputation by word of mouth. You learned from friends who had the best or most unusual food for the best prices.


Social media in its purest form is really word of mouth advertising. You are talking to friends and sharing your thoughts on your favorite products, games and businesses. So it shouldn’t be surprising that many of these street vendors have adopted various forms of social media to promote their business.

In fact some of these vendors have turned their trucks into upscale food that you have to be part of their fan base to even find. Traditionally vendors would have specific street corner locations that you could go to and eat. But now there are food trucks that post their location daily. An example is Jimmies Cupcakes which operates in the suburbs around Philadelphia.

Jimmies posts on their facebook page and on twitter their location every day. If you want a Jimmies cupcake you have to travel to where they are planning to park.

This has become such a popular concept in other parts of the U.S. that in Los Angeles there is a blog designed as a one stop shop to get updates on where specific food trucks will be located. On www.findlafoodtrucks.com you can find the trucks by the type of food and have updates sent to Facebook, Twitter or your phone.

Using social media to attract business has become a recipe for success for food trucks.

Let me know if you have been following any of these vendors.

What is your brand?

Every company has one and in fact every person has one whether they realize it or not. When I talk to clients and I address the issue of brand many of them really don’t know what their brand is or aren’t sure what it means when you mention their company brand.


To put it in the simplest terms, your brand in your reputation. So when you are talking about your company brand or even your personal brand it boils down to what are the words people would use to describe you. What do they think about you or about working with you.

The first step in the branding process is to identify your brand. That can be done a few ways.

1. Survey employees- what do they say about you as an employer and what do they hear when they tell people they work for you. Also what did they know and feel before working for you and has that changed since working for you.

2. Surveying customers- ask them about their experiences with the company, products, services or employees. Find out what they liked and what they didn’t.

3. Focus groups- you can gather a random sampling of individuals to find out what they know about you and if they have a preconceived opinion.

Companies need to know what people think of them because those feelings will have a direct impact on whether consumers trust you and will use your goods and services.

Is it good to be able to sell anything?

Everyone has heard of or met a natural born sales person. The type of person that as the saying goes “can sell ice to Eskimos.” Logic would go that any business would be lucky to have someone like this on their staff. But is that really true?


There is a lot to be said for having natural talent in anything, but when you have to work at something you take a different approach. That attitude can actually help you be more successful.

Sales are a place where you have people that can sell anything, doesn’t matter the product. Give it to them and they are ready to go. Then there are those that study the product. They need to understand how it works, the benefits and all the talking points.

This type of sales person is extremely knowledgeable and gives value added service to your customers. A quote from Albert Einstein says "If you can't explain it simply, you don't understand it well enough." Sales people that take the time to really understand the product are able to share all it has to offer with the clients in a way they comprehend.

They can help clients with their questions so that they are comfortable with the product and at the end of the sale the customer feels good about the purchase.

Having talented sales people is never bad as long as you realize they have to be skilled and knowledgeable too.

What is your brand?

Every company has one and in fact every person has one whether they realize it or not. When I talk to clients and I address the issue of brand many of them really don’t know what their brand is or aren’t sure what it means when you mention their company brand.


To put it in the simplest terms, your brand in your reputation. So when you are talking about your company brand or even your personal brand it boils down to what are the words people would use to describe you. What do they think about you or about working with you.

The first step in the branding process is to identify your brand. That can be done a few ways.

1. Survey employees- what do they say about you as an employer and what do they hear when they tell people they work for you. Also what did they know and feel before working for you and has that changed since working for you.

2. Surveying customers- ask them about their experiences with the company, products, services or employees. Find out what they liked and what they didn’t.

3. Focus groups- you can gather a random sampling of individuals to find out what they know about you and if they have a preconceived opinion.

Companies need to know what people think of them because those feelings will have a direct impact on whether consumers trust you and will use your goods and services.

Sales by any other name is still sales

No matter what title you call the job, someone has to do some form of sales for an organization. But for whatever unknown reason sales seems to have gotten a negative connotation. I noticed this when I saw fellow sales people start changing their business cards.


The first change went from sales to Account Executive. My guess is the word executive seemed appealing to those of us that felt either beaten down by traveling to see clients or have had phones slammed in our ear too many times to remember when we have to cold call.

The account executive stuck for a while but I’m seeing a new trend. The hot title now is Director of New Business Development. In most companies a director is higher level than an executive. So this is another way to help make us feel better after we have suffered by seeing our clients tighten their belts and having our commissions cut.

Or it’s because we have had to deal with our expense accounts almost disappearing or have them gone over with a magnifying glass every month. A title is a small price to pay to bolster our battered egos so we can go out and be road warriors or we can pick up the phone for just one more call.

I’m already trying to decide what I want to be called next. I think Empress has a nice ring to it.

What do you think, what should be the next title for sales people? Don’t forget we are road weary so be kind with your suggestions.

Rita’s water ice working with Tastykake

Every organization tries to get the most out of their marketing dollar. The object is to get their message or product to every potential customer. One great option is to combine efforts with another popular company and brand. If you can find a good partner it is a way to do something different and get noticed.


That is what Philadelphia based Rita’s water ice has done with another local, Tastykake. Rita’s is offering a flavor based on the fan fave Tastykake butterscotch krimpet.

This cross promotion helps showcase each product and introduce it to each others’ fan base. Rita’s is even offering a Rita’s/Tastykake prize packages filed with t-shirts, coupons and other surprises on their facebook page http://www.facebook.com/RitasItalianIceCompany to those that “like” their page. They will pick one winner a day till August 22nd.

The benefit to Rita’s is obvious, they have a new flavor to offer and it’s one that is already familiar to most of their consumers and that should make it an easier sell. Tastykake gets another opportunity to remind people how much they like the taste of krimpets and to show Kirbee the Krimpet out with the Rita’s mascot Ice Guy.

This is great way to have two popular brands work together for the benefit of both.