DIY Marketing

I recently sat in a presentation in which some enthusiastic amateurs concluded that they could put together an effective marketing program all by themselves ... with no professional help. Truthfully, that may be possible, but the odds of success increase significantly when marketing programs are developed with people who have training and experience in the marketing discipline.

This example of amateur hour, unfortunately, is all too common. Otherwise intelligent people who would never thing of doing their own accounting ... or self-medicating ... think that they are innately gifted when it comes to marketing. The problem, I think, is that on the surface marketing appears pretty easy. But under the surface, there is a world of science and proven techniques that are the foundation for driving effective communication and motivating consumer behavior.

I've been a member of the American Marketing Association for years. My hope is that we in the profession can market the value of marketing.

The World Is Only Kinda Sorta Flat

Yes, I know. Globalization is here and here to stay. But even as everything seems to be globalizing, there are still differences in this world ... and Vive La Difference! Hawaii is a deliciously wonderful petri dish that demonstrates how a place can be part of the big wide world and still be different. Even quirky.

Some years ago, there was a book published titled "The Nine Nations of North America." The author made the case that, even with globalization, there were regional distinctions that defined nine regions in the US. Even with this regionalization, though, there were two places the author couldn't fit into a region: Manhatten and Hawaii. They were just too different.

Once, when I was doing the marketing for the Taco Bell franchise in Hawaii, the National Taco Bell organization decided to promote "value" by downsizing some of its menu items. Here in Hawaii, when it comes to food, it's all about how much you get ... not how much it costs. We tested some of the teensy food items in a focus group ... and some of the bruddahs described the items as "Barbie Food." I had to take a marketing exec from the company to see a plate lunch place (Masa's Massive Plate Lunch) to show her the difference between her definition of value and Hawaii's definition of value. Food value for lunch here is two scoops rice, macaroni salad and a huge portion of protein smothered in gravy.

Oh, and if you need to see more proof that Hawaii is different, just look at what constitutes a "door buster" sale here in the islands. The picture on today's blog is a floor display for a Spam promotion. - six feet high! Spam is a hot item here. The reasons are lost in history, but it's one of those quirky things that make us different. If globalization means that everything, everywhere is the same, the flat world would be a boring place. Fortunately, there are little quirks to keep us defined ... and amused.

Marketing and Society

There’s a longstanding debate in marketing circles about the role of marketing. Should marketing help shape civil discourse and moral standards? Or, does marketing merely reflect the standards that already exist in society? Clearly, just based on the definition of marketing and the power of persuasion that marketers possess, it is possible to change the temper of conversation. But, marketers are not gods. So the question remains: how (or should) marketers use that power?
Some would argue that the degeneration of good grammar and civil discourse in America is at least in part due to the way marketers sell their products and services. If marketing communications use sexually suggestive situations or push the envelope on acceptable moral behavior or language, are we “playing God?” Are we changing society rather than reflecting society? Look at political advertising. There are those who link the horrific attack on Congresswoman Gifford to advertising that visually depicted her district in the crosshairs of a rifle.
I began my career at Leo Burnett advertising. Leo always felt that advertising should be on the trailing edge of societal change. He even thought that advertising should be somewhat “corny.” But hard-charging creative writers and art directors often want to be on the “bleeding edge” of society. Who’s right? Once again, it’s a discussion worth having. And marketing managers need to take a role in the discussion. Marketing has the power to change things – for good or evil. That power shouldn’t be taken lightly.

The (Continued) March of Folly

I don't usually use this blog to re-post things; however, this article is too good to pass up. I've seen all of these traits up close and personal! Click the link for a good read.

The seven habits of spectacularly unsuccessful executives
If you or your boss exhibits these traits, beware!

The Road Ahead

I'm putting together a presentation for January taking a look at business trends for 2012 ... and 2020. There will be many prognostications about 2012, but what about 2020? Actually, there are some irreversible trends and forces at work which make future forecasting difficult, but not entirely impossible.

Take a look at the travel industry. I'm amazed that some businesses have not yet reacted to the knowledge that cheap oil (and believe it or not $90 a barrel will soon be considered cheap) will be a thing of the past. What is that going to do for long haul travel? Another growing consumer trends is sustainability and "green" travel. Yet the travel industry hasn't taken this seriously. Oh, there have been some nods in the direction of sustainability. At least one airline has offered customers the option of buying "carbon offsets" when purchasing a ticket. But, what if sustainability really takes off? What then? The Archbishop of Canterbury declared long haul travel to be a sin. If that sentiment catches on, the airlines need to be thinking seriously about a response ... PR or otherwise.

Firing Customers?

A recent news story told of a Tanaka's of Tokyo restaurant patron who was denied a reservation when he called in. It seems that he put some negative comments on a feedback card ... and ended up on a "no serve" list. It turns out that there are 17 other customers on that list.

Another recent story surfaced about a Minneapolis man who was "disenrolled" from the Delta/Northwest frequent flyer program. It seems that he had lots of complaints about the service and had gotten lots of bonus miles and refunds and the airline just wasn't going to take it anymore.

Is this a trend? We used to teach that the customer is always right. I guess the question for these companies came down to "when is the 'customer' really a liability?" That's a serious question, especially in this day and age of litigation and internet forums.

I have to admit that I once "fired" a customer when I was the director of marketing at Hawaii Pizza Hut. We had a woman and her family that came in every week (every week!), ordered pizza, complained, and then asked for a refund or a free pizza coupon. At first (being customer friendly) we accommodated her. But when this became a habit, I had to tell her that we obviously couldn't satisfy her and that, perhaps, she should buy her pizza somewhere else. Now, I didn't bar her from the restaurant (you can't do that), but I did stop giving her free product.

So, is Tanaka's right in not serving a customer who could potentially be writing bad reviews on Yelp!? Good question.

Little Barriers to Big Productivity

Productivity is so very important in business. So it's a wonder that we place so many obstacles to it. Meetings, in particular, can be a sinkhole for time and energy. The shame of it is that there are so many simple things that can improve meeting productivity. Like distributing agendas in advance. Making assignments in advance. Keeping time. Recapping agreements. And many, many more simple ideas. Sigh. I'm looking forward to another week of low productivity.