Power Marketing

If you want prospects to return your calls give them a compelling reason to do that.
It’s tough reaching business decision makers by phone. You either get screened by the gate keeper or trapped in voice mail. That means that sales and marketers need to be smarter not dumber.

Of course, there is the legion of folks that you can reach on their cell phone, day or night, in the car, restaurant, toilette or grocery store. Those cell phone zombies answer their phone because they can’t make decisions. They just crave the ego stroking of wasting your time on the phone. That’s dumb.

I like reaching voice mail because then I can leave a specific message for my intended recipient. That message will tell them exactly why they should call me. That message qualifies valid leads and disqualifies dead ends. You don’t want everybody returning your calls. They will waste your time. You only want real leads to call you. That’s smart.

How can you do that? Invest your time thinking before you call them. Why would this person call you? What can you say to trigger that interest? What can you say that compels them to call you? They aren’t going to return your call just because you called.

Yet, many callers don’t seem to be able to leave a message to get decision makers to call them back.

Here are two examples of voice messages from Dumb and Dumber.

The names of the individuals and the companies were changed to protect the guilty - this time.

Listen to this message from Dumb.

---------------------------------
“Hello George, This is Sue from ABC computer systems. I’d appreciate it if you’d return my call. My number is 555-555-5555.”
---------------------------------

Look at that message. Why would you call? Who cares what she appreciates? What pain did she offer to fix? What special offer did she present? Why would you call? Perhaps, if you were bored. The message didn’t qualify return callers. Most of the return calls will be a waste of time. That's dumb.

This company had repaired my computer. I’d received this message previously. One day I was bored and curious, so I called. Sue told me that she was calling to see if I needed their services. I was annoyed that I wasted my time in returning her call. She could have said that on her message (I told her that) and I would have appreciated her follow-up. Instead I was annoyed by her lack of thought and value for my time.

I’d appreciate if you’d tell me why you are calling and why you want me to call you.

Here’s the voice message from Dumber.

------------------------------------
“Ah, Good morning, It’s Roger calling on behalf of Down Stream. If you could please give me a call back, ah, regarding your internet and phone services. It’s 555-555-5555. Again it’s Roger calling on behalf of Down Stream. Thank you”
------------------------------------


Roger didn’t say my name. That suggested that he didn’t care about me. If he listened to my answering voice message he would have learned my name.

He didn’t mention a benefit. Why should I call him? He said nothing to compel an interested buyer to call. What pain could he fix?

One more dumb thing. The sentence that starts with “If you could” needs to be balanced with the promise. That sentence should run, “if you do this I will do that”. Instead it was left hanging with nil promise.

Dumb voice message Sue. Dumber voice message Roger.

If you want prospects to call you back, tell them why they should call you. Don’t be dumb. Don’t be dumber. Instead think about the needs and desires of your prospect before you call.


George Torok


Marketing Speaker


Business Speaker

Perhaps it's not fair to criticize others but I accept the gifts that I receive. Sometimes those gifts are examples of smart marketing and somethings those gifts are examples that we can learn from.

This postcard from Walkers Medical Pharmacy about their Grand Opening is a gift. It is a good example of a bad example of postcard marketing design.

First - what they did well. Postcard marketing is smart marketing. It's an inexpensive form of direct offline marketing. The postcard is attractive with the white on bright red.

The first question you need to address before creating any marketing piece is "Who are you trying to reach?" What is their pain or need that you promise to satisfy? This postcard doesn't target an audience. The words "Grand Opening" don't trigger an emotional need in your audience. It only pleases the business owner.

The bright red background is attention grabbing, but the text is hard to read. Your eyes search for a scan pattern on this post card and might end on the heart in the bottom right corner that promises "Free Giveaways". You might wonder, "Of what?"

The timing, red background, the scroll and the hearts in the background suggested that this might have something to do with Valentines Day. My first thought was "spa".

The second question for your marketing piece is "What do you want people to do?" The next challenge for you is, "How will you move their eyes through this to get them to act the way you want?"

So look at the postcard again. Where do your eyes go? They might first land on the words "Grand Opening" then they might jump to the scroll at the right, then down to the scroll at the bottom left and perhaps to the heart at the bottom right. That heart says, "Free Giveaways". You might think "So what?" or "What giveaways?"

If you are still there, you might move your eyes to the left of the heart and read the words, "Your satisfaction is our philosophy". What the heck does that mean? Philosophy? Who cares about your philosophy? If you cared about my satisfaction, why did you send me this confusing postcard?

My blind guess is that they wanted people to attend the Grand Opening. But it's not clear why anyone would or should. The other thing that you might notice is that there is no built in measurement of the success of this postcard. (Bring this postcard for your free gift.) Perhaps the designers intended it that way so they couldn't be held responsible.

Let's look at the back side of the postcard.

I don't know what is on the left side. It looks like a spine. The map is a good idea but poor execution. I can't read it. The map needs to be zoomed in. They might as well have stated, "Third rock from the sun." I still don't know where Walkers Pharmacy is. Do you?

I used Google maps to search the address. I think it is "on Walkers Line just x feet south of Upper Middle Road". But it doesn't say that. It is probably in a new plaza - but which? What is the most noticeable shop in that plaza? Do they want to make it easy to find?

The postcard is completely impersonal because I still don't know any body's name. Who's the boss? Who can I talk to if I have any questions?

The postcard seems to have a Valentine's theme. But what is the connection? Your opening is Feb 11 not Feb 14. How do you relate to Valentine's Day?

I know that it's just not fair for me to critique this marketing design. I think it's not fair for good business to waste their money on poor marketing. That's why I help business owners gain an unfair marketing advantage over the competition.

It might not be fair - but it's winning the marketing battle that counts.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

While examining the DAP sealant tube I struggled to read the printing. Could you read this fine print?

I put on my reading glasses and pulled the maganifying glass out.... and struggled to read this fine print. I was looking for the directions of how to best use the product. Why did DAP make it so difficult?

1. Did DAP include the directions because they were required by law?

2. Did DAP include the directions because their lawyers suggested that?

3. Did DAP include the directions to be read by customers for ease of use?

I don't know about the first two possibililites.

I suggest that it was not for reason number three.

If DAP really wanted customers to be able to read the print - they would have made it easy to read. The print was tiny and the colours used didn't offer readable contrast.

The people at DAP might argue that they had to make the print small because of the limited space and the need to print on both official languages in Canada. I understand.

Why did they pick such dumb colours? My guess is that the branding police held sway. They might have been more concerned with form than function - which is the biggest nuisance about "branding priests" in any organizations. They focus on corporate look instead of customer experience.

The other suggestion that occurred to me was for them to include a web address on the tube where customers could visit to read and print the directions and guarantee restrictions.

George Torok

Marketing Speaker

A guarantee is an effective way to remove some of the risk of buying. The better the guarantee, the more effective for you.

What makes a guarantee better?

• Clear and easy to understand
• Absence of weasel words
• No or few exceptions
• Clear understanding of the promise
• Clear understanding of the fix
• Simple claim process

I needed to reseal around my bathtub. I was impressed with the words "Crack Proof Guarantee" on the tube of  DAP "Kwik Seal Plus for Kitchen & Bath"

That sounded like the answer to my needs. So I applied the sealant around the tub and felt good about another DIY job well done.

Until... five weeks later when I noticed that the sealant had cracked. My reaction was, "How could that be possible? It has a Crack Proof Guarantee. And it means that I have to do the whole job again.

Here is the reply that I received from DAP:

"If the product cracks, peels, mildews, or separate during normal use ( when used as directed) within one year from the date of purchase, DAP will refund your sales price to you. Just send the receipt to..."


Well, that is certainly clear and understandable. But none of those conditions were evident at the time of purchase.

Who would keep the receipt - for a year?

And how was I supposed to know that the Crack Proof Guarantee was only valid for one year at best? I certainly wouldn't want to be resealing the tub every year. I could find nothing on the tube that indicated or even suggested these restrictions.

It took DAP over two weeks to respond to me by email with that little policy phrase even though I completed the form on their website with my full name, mailing address, email and phone number. So naturally I had purchased a competitive brand to replace the cracked DAP sealant.

DAP product review
DAP customer complaint

George Torok
Marketing Speaker

PS: Read my Satisfaction Guarantee

Look at this latest compilation of marketing mistakes from Carol Roth on her Business Unplugged blog. The request was, "Tell us about the biggest marketing mistake that you've seen." You can imagine that there are many but these marketing mistakes are worth noting - and avoiding.

Here's my contribution.

-------------------
Others Got a Better Deal


Clients at the front of the line got a better deal than you. You’ll pay more, Ha, Ha.

An association used this approach to market its convention. Each message repeated the better deal that the early buyers got: for every 50 seats sold, the price will go up $25.
The $25 was not a big deal, nor did it motivate me. But the consistent reminder that others got a better deal was annoying. Annoy your prospects by reminding them about how dumb they are.

Apparently, attendance was down 25%.

--------------

What other mistakes are businesses committing in their marketing?

How are You Showing Up?


The other day, we passed a window screen business. My eyes quickly diverted from the sign to their front door- a rusted door with the screen ripped and hanging off the door and the window was not much better. How you show up is everything. This business did not take time to fix their own screens, so as a customer, how could I trust that I would be cared for?

Thanks to: Charmaine Hammond of Hammond International Inc.


The Biggest Marketing Mistake


When I consult business owners about their marketing, the biggest mistake I find that they make is in not tracking the Return On Investment (ROI) for each marketing campaign.

What ends up happening is that when business slows down, they cut their entire marketing budget as a way to "right the ship". This causes business to slow even further.

Without tracking and knowing the exact ROI on each marketing campaign, they are making what I believe is the first, and often the biggest, marketing mistake.

Thanks to: Jay Estis of Massive Results Marketing.


Make a Lasting 1st Impression


The biggest marketing mistake I see is people who don’t take spelling and grammar seriously. For example, if you’re going to take the time to put your marketing message in an email blast, brochure, advertisement, or PowerPoint presentation – make sure it’s proofed carefully! A glaring spelling error or punctuation placed outside of your quotation marks may be all it takes to turn off a potential client who sees you as less than careful and therefore unprofessional.

Thanks to: Kristy Stevenson of Kristy Stevenson, Writing & Editing.


Examine the rest of the 55 Business Marketing Mistakes

 
George Torok


Marketing Keynote Speaker

Good customer service is your best marketing. Bad customer service is your strongest marketing challenge.

Is customer service getting worse? Or are customers becoming more demanding? I think that it is both. I know that I expect more and I'm experiencing worse customer service.

Review this summary of customer dis-service reports, posts and articles.


Customer Service Sucker Punch: How Can I Help You?


Have you noticed that this phrase does not often mean what the average person might think it means.

It's a deception, a feint, a sucker punch phrase wielded by customer service managers.

A sucker punch is an old boxing term. The fighter in the red trunks lowers his right hand thus leaving an opening. His opponent, the fighter in the blue trunks notices the opening and excitedly moves to take advantage of the opportunity. But Blue fails to notice Red's cocked left hand. Blue ignores caution and springs forward for an expected easy win. But Red catches Blue with his ready left. Red destroys Blue who walked into the sucker punch.
Read the rest of Customer Service Sucker Punch: How Can I Help You?




Apparently You, The Customer, Are The Problem


"I don't know what is going on. I was supposed to leave an hour and a half ago."
That was the first thing that our waitress said when she arrived at our table. We had arrived more than five minutes ago and quickly decided on our usuals. This was one of our regular restaurant chains. We had not been to this location before. We were on the way home after a long drive. We were looking forward to enjoy our usual, quick service and then back onto the highway for the final leg home.
Instead we were seated by a friendly hostess and quickly forgotten - or so it seemed. A stern waitress walked by us at least three times without making eye contact. A stoic waiter (who also had mastered the power of avoiding eye contact) served the group across from us who arrived after us. We were wondering if we should leave. Perhaps we were at the wrong table.
Customer service managers seem to be using this same technique on their customers. Instead of helping customers they sucker punch them.
Read the rest of Apparently You, The Customer, Are The Problem


Customer Dis-service: Have a Nice Day

That's what the cashier said to me at the end of my purchase. "Have a Nice Day."

I said nothing back. Why? Because I felt that her statement was insincere. From what I saw, her well-meaning statement was delivered because the company instructed her to deliver it at the end of every transaction. She really didn't mean it and she didn't understand why she was saying it.

The strange thing is that the cashier probably thought that I was rude for not responding.
Read the rest of Customer Disservice: Have a Nice Day

Have a quick look at this post card. Ask yourself two questions as you scan it: What stands out? and What are they selling?

I'm a big fan of post card marketing because it is not used enough - so it tends to stand out and it is relatively inexpensive compared to other off line direct marketing. And most of us would rather receive a post card over a letter.

The first question: What stands out? What caught your attention?

Likely the first thing you noticed was "Bil Copeland" in the top left because that is where our eyes start. But who and what is Bil Copeland? Is the name a mis-spelling? And more more importantly, how can he help you?

The next place that catches your attention is the bottom right corner "RockStar".

Perhaps he is a Rockstar or wannabe Rockstar. So what? Why should you care?

Because I'm a marketer, I reread this postcard a few times. My guess is the average recepiant would not invest the same about of time or attention to this confusing postcard.

The mistakes:

No clear benefit to grab attention
Trying to promote two different services on the same postcard
Too much text, Way too much!!!
No clear understanding of what your prospects want
No call to action
No benefits to grab attention
Difficult to read text and way too much
No clear direction of eye movement

It's a colourful postcard - but a lousy marketing piece.

George Torok

What does the phrase, "with all due respect" really mean?

It might mean:

"But"

"You annoyed me and I'm only saying this because you are a paying customer"

"I don't respect you or your opinion at all"

"This message has nothing to do with respect"

"Now listen to my excuse"

"How dare you"

"You just don't appreciate how hard I work"

"Now I'm going to tell you why you are wrong"

"No respect is due"

Which of those do you think is most appropriate for the use in the following sentence?

"With all due respect, I have over 190+ accounts to take care of and I with all honesty try my best to give everyone special attention..."

I received an email that started with that sentence in response to my message of disappointment and request for more specific details about a promotion that this supplier had done for my service.

Couple "with all due respect" with the phrase "with all honesty" and you have a major train derailment here.

Both of those phrases are land mine phrases. They trigger questions and feelings of just of the opposite of what they might be intended to imply. Why? Because they seem out of place and a case of Shakespeare's "the lady doth protest too much".

If you're unhappy or simply asking for better service, do you care how many clients your service representative serves? How is that relevant to you?

And if the disappointing service that you received was "special attention" what would "less than special" look like?

With all due respect (oops)


George Torok

Marketing Speaker

Secrets of Power Marketing

Maybe your business would improve if you heard more complaints from your customers.

Re-read that last statement and instead of focusing on “more complaints” focus on “heard more”.

It might not be about needing more complaints. There could easily be enough available. It might be that you need to listen better to the complaints. Those customer complaints could be an amazing free marketing research resource for you – if you listen.

I overheard a mother protest that she was tired of the school calling her about her son. Wow. Why would she not want to receive feedback from the school about her son? Good or bad news – wouldn’t a caring mother want to know how to help her son? The school was calling her because they cared and thought that she did too. Apparently she didn’t want to be bothered with bad news.

Good or bad news – you’d think that a concerned business owner or company president would want to know how to improve the experience for his customers. Listen without judging to customers and they will tell you what you need to know.

Customer complaints mostly come from customers who care about the relationship and want to improve it. Why would any business ignore this valuable constructive feedback?

Customers who don’t care about you or your relationship don’t complain. They quietly leave and buy somewhere else. They will most likely tell their friends about their negative experience.

You might not like to hear what they are saying. It might hurt. You might even take it personally.

The simplest way to reduce the complaints from customers is to tell your customers that you don’t care about them or their opinions. You can to that by making the complaint process onerous. You can dissuade customer complaints by instructing your staff to quote company policy. You can reduce customer complaints by refusing to talk to customers and instructing your staff to screen all calls.

I agree that not all complaints are valid. But you can learn from all complaints. If you are the CEO don’t be surprised if you don’t like the tone of the customer complaint by the time it gets to you. Just imagine the layers of frustration that your customer might have encountered on the uphill climb to reach you.

If you are the CEO and you are shielding yourself from customer complaints – then don’t be surprised when you get fired – by the customer or by your board.


George Torok

Marketing Speaker

A recession does not mean the end of your business unless you navigate those rough waters blindly. Here are three rocks that can sink your business ship unless you avoid them while navigating the dangerous waters of a tough market. You might get wet but no need to capsize.


Cut expenses across the board

Cut marketing. Cut staff. Cut all expenditures! This siren call is the most common and foolish mistake. It’s common because it is a knee jerk reaction that requires no thinking. It’s foolish for the same reasons. Making across the board cuts is a political response. It’s not a smart business strategy. If cutting across the board in tough times was smart then raising all expenses in good times would also be smart.

Instead, review all expenditures and categorize each line item into A, B and C categories in terms of ROI. “A” items are those expenditures where you can measure a strong return. Continue spending and maybe even increase these investments. “B” items are those that you believe are good but you haven’t yet developed an accurate measurement. Continue these activities, improve the tactics and improve the measurement. “C” items are losers. Stop these completely.


Cut your prices

You will be asked to cut your price. Don’t act like that is a surprise. And don’t pretend that this is the first time. So prepare for an onslaught of such requests. Prepare to deal with the price issue strategically not as a prisoner. Don’t cut price – without an equivalent exchange in value or a reduction in your costs. For example you might allow a discount for early payment or a larger order.

Another way to deal with price resistance is to introduce a lower value product. At the same time introduce a higher value product so the original product which is now in the middle looks more attractive. This is a variation of the good-better-best positioning. If you can’t afford a Lexus you can always buy a Toyota.


Hide

Imagine how it looks when you stop attending trade shows, discontinue your advertising, shelve your newsletter, stop meeting with clients and avoid networking events. Imagine what your clients will think, what your competitors can say and what prospects might believe. None of it will be positive for you or your business.

When times are bad, people need to hear from you more often. Especially make a point of connecting with your best clients and advocates more often. Make your connections more personable so they can feel your confidence.

For the rest of your clients and contacts find efficient ways to stay connected. Maybe it’s a good time to launch your newsletter – or publish it more often. Explore the tools on the Internet that allow you to stay in touch with people easier and more cost effectively. It might be a good time to launch your blog, build your FaceBook page or post videos on YouTube.

A recession can be tough. No need to panic. It’s time to think and act smart with your marketing. Keep your business off the rocks while aiming for the deeper waters beyond. Don’t stop paddling until you are clear of the rocks.



© George Torok is the co-author of the bestselling Secrets of Power Marketing. It’s published in at least seven countries. He helps small and medium businesses gain an unfair advantage over the competition. Get your free copy of “50 Power Marketing Ideas” at http://www.PowerMarketing.ca Arrange for Torok to speak at your conference by visiting http:///www.Torok.com For media interviews call 905-335-1997

More Marketing Articles

This Starwood Sheraton Hotel Survey Sucks

Customer surveys are a good idea - but good ideas can be messed up by poor implementation. Here is an example of a customer survey that only served to annoy me as the customer of Sheraton Starwood Hotels.

The first rule of surveys is to be clear on your purpose. For example: are you conducting your customer survey to fix problems, discover opportunities, gather performance stats for marketing - or justify a manager's bonus?

The second rule of surveys is to see it from the customer's point of view.

After my stay at a Sheraton Hotel in Montreal I received the following request by email to complete a customer survey.

When you ask your customers to complete a survey - remember that they are doing it for you. So it would help your cause if you were warm, friendly, respectful and offered a reward for their time and perspective.

When I received the survey request from Sheraton Starwood Hotels - I deleted the first email because it seemed cold, demanding and all about them. And they offered me nothing as a reward for my time and opinion.

Then I received the second email as below. It was no warmer nor convincing to me. But this time I clicked and completed the survey - not because they did a better job of inviting me - but because I wanted to discover if it got any better. It did not. In my opinion, the Starwood Sheraton Hotel customer survey sucks.


----------------------------


Dear GEORGE TOROK,

We recently sent you an e-mail inviting you to participate in an on-line survey about your stay at at Le Centre Sheraton ending on May 5, 2009. If you have not yet completed the survey, I want to let you know it is not too late to participate. We would like to again take this opportunity to personally thank you for your continued patronage. As you may already know, Sheraton Hotels And Resorts is part of the Starwood Hotels & Resorts family of brands (Sheraton, Westin, Four Points by Sheraton, W Hotels, S t. Regis, The Luxury Collection, Le Meridien, Aloft and Element). As a Starwood Preferred Guest (SPG) Preferred member, you are a highly valued guest and we appreciate your loyalty and feedback enormously.

---
Notice the tone of how this first paragraph starts, "We did something and you haven't completed your part." The thank you gets lost after they chastised me for "not yet completing". And then there are several lines about them - they list their hotel brands. Why? Would that convince me to complete their survey?
---

We would greatly appreciate it if you could take the time to complete a brief survey regarding your most recent stay. This is important to our company, hotels and our brands that use this information worldwide to continuously improve our guest's experience and, most importantly, how to meet and exceed your expectations in the future. TNS has been retained to conduct this survey on behalf of Starwood.

---
This paragraph is all about them. Why would I care? They still have placed no value on my time. They simply demand it.
---

At your convenience, please take some time to complete the survey. To complete the survey online, simply click on this link:xxxx or copy and paste the link into the address line of your browser. If you have any difficulty accessing the survey, please send an email message to starwood@tns-global.com.

The survey itself will take only about 10 minutes of your time. If you are being prompted for a validation code after clicking on the link, please copy and paste the following into the field:

---
Ten minutes of my time - that's all they want. Don't they realize that if I can afford to stay at a Sheraton or Starwood Hotel that I place a high value on my time?
---

By providing this information you authorize Starwood Hotels & Resorts Worldwide, Inc., and its affiliated and subsidiary companies, (the "Starwood Group"): to collect, process and use the data provided for any lawful, Starwood Group business related purpose; to store the data at and transmit the data to various location(s), either directly or through its third party vendor(s), as the Starwood Group deems appropriate, throughout the world, whether within your country of residence, the United States, or elsewhere. To learn about our data collection and usage practices, please see our Privacy Statement:

---
The lawyers got to have their say to earn their pay.
---

We appreciate your business and thank you for staying at a Starwood hotel. We hope that you will visit other Starwood hotels and resorts in the near future.

---
About time that they thanked me. Where's my prize? If they really appreciated me and my business they could demonstrate that with a gift.
---

Sincerely,
Denise Coll
President,
North America Starwood Hotels & Resorts Worldwide


---
So how do I get my 10 minutes of the president's time? She implied that ten minutes of my time was worth nothing.

It;s been at least a week since I "completed" the Starwood Hotel Survey and I have not received a thank you, acknowledgement or offer of a reward.

The service at the Sheraton was pretty good with a couple exceptions and the Starwood customer service survey sucks.

---

George Torok

Meatball Sundae

That's what Seth Godin called it. Mixing things together that really don't go together.





Mixing ideas is a creative approach to marketing. But some things just don't belong in the same dish.

Blockbuster Video & Customer Deception

No more late fees. What does that really mean?

I enjoy a movie that keeps me guessing – one with a twist or a few. Recent movies that I enjoyed while they deceived me were "The Prestige" and "The Illusionist". Older movies that engaged and fooled me include "Sixth Sense", "Memento" and "Sleuth".

These movies were much more that a “who-done-it?”

These movies led you down a path – you think you know the rules and where you are going. Then it hits you with a redefinition of the rules and where you are going. When a good movie does that to you – you feel entertained. You laugh at your willingness to be deceived. You even marvel at how they did that.

In a movie and a magic act – deception is entertaining, expected and acceptable.

In business deception is none of those things. In business deception is akin to lying, cheating and stealing. So why is Blockbuster Video lying, cheating and stealing?

Blockbuster Video displays signs claiming “No more late fees.” What does “No more late fees” mean to you?

Ah – you think it means “You don’t pay if you are late returning a rented movie.”
A reasonable assumption. The implication of “no more late fees” is don’t worry about returning the rented video late – because we won’t charge you.” That is implied and a reasonable assumption – but that is not the reality.

If that is what you assumed – you were wrong. Blockbuster Video simply changed the definition regarding “late fees” You no longer pay late fees – you now pay a “purchase fee” or a “restocking fee”. But no more late fees.

You still pay when you are late – they just don’t call it “late fees” They called it something else. So in their book – no more late fees. Clever, deceptive and akin to lying, cheating and stealing. That could make for a great movie – but not for a good business relationship.

One of the purposes of your marketing is to build relationships. Good relationships are built on trust. A fee by any other name is still a fee. You don’t build relationships by being deceptive.

Enjoy the movie – but don’t trust Blockbuster Video. And don’t be late – you will pay.

George Torok
Co-author of "Secrets of Power Marketing"

Brand Management Guffaw

Enjoy this commentary from Jeff Mowatt. This is reprinted, with his permission, from his weekly newsletter – “Influence with Ease 30 Second Training”.

Jeff Mowatt is a specialist in the language of customer service. I often learn better ways of saying things from Jeff’s tips and insights.

Enjoy reading about the Telus flip flop from Jeff Mowat.


Telus' Leadership Lesson in Brand Mismanagement

I find it interesting how word spread so quickly about how Telus, Canada'sseconds largest phone company, decided to be the first wireless provider tooffer to sell downloads of pornographic images and videos. Of course 'Telus' didn't make the decision. It was Telus' leadership that approved it and, astonishingly, defended the position right up until yesterday, when they decided maybe it wasn't such a good idea.

I'll leave it to others to debate the morality of pornography on theInternet. The issue I want to tackle is how 'leadership' in such a large company decided this was a good business decision. Apparently there is a lot of money to be made in this new enterprise. I'm trying to fathom how a phone company that markets to both adults and youth decided that this was the direction to move their brand.

Friends of mine, George Torok and Peter Urs Bender wrote a great book about marketing and branding called, Secrets of Power Marketing in which they point out, "You cannot not market." In other words everything you say and do- or do not do, affects your brand. Somehow the collective leadership at Telus figured their brand wouldn't be affected by this new enterprise - one which no one ever associated with a phone company. Hmm...

I believe the huge amount of negative publicity Telus received about this provides yet another wakeup call to business leaders. Think about how your decisions affect your personal image and your company's reputation. Over the long term your reputation is everything. Of course you have a responsibility to maximize profits for your shareholders. There is however a greater calling than short term profit. As a leader, you are expected to do the right thing. Always. No matter what it costs you.

The leaders at Telus gave a lot of people the impression that they just sold their corporate souls. Frankly, I felt sorry for the employees at Telus who had nothing to do with this ill-conceived management decision. Telus leaders now have the distinction of being Canada's most high profile example of how to mismanage your brand. Let this at least serve as a reminder that everything your company does creates an impression. As a leader making strategic decisions, you'll of course check your sales forecasts and government regulations. Above all that external noise, however, you need to stop and listen to that voice in your gut.

Register for your weekly Influence with Ease newsletter and learn more abut Jeff Mowatt at his website.

Copyright (c) 1992 - 2007 JC Mowatt Seminars. All rights reserved.

Follow-up to my post of August 16, 2006 regarding Fortinos Grocery store.

I heard nothing from Fortinos and I did more digging into the Fortinos website. I wanted to send an email to a person at Fortinos - I could not find a person to contact on the Fortinos website. Yes I did find a warm story about John Fortinos the entrepreneur who started the store (they did not mention the date).

But no contact information.

I clicked on “About Us” and there is no “us” as in people - just corporate drivel. (Read my earlier post regarding About Us)

Click down on “Work with us” and it tells you to contact your local store – but not how.

“Talk to Us”
That seemed like a good tab to click on. Here is what I found on that page:

Writing:
Loblaw Companies Ltd.
1 President's Choice Circle
Brampton, ONL6Y 5S5
Attention: Fortinos Customer Relations Centre
2nd Floor, North Tower

Calling:
Customer Relations Centre: Toll Free 1-800-565-9690
Customer Relations Hours of Operation: Monday to Friday 8:30am-5:00pm
Fax: 905-861-2387

WE ARE HERE TO HELP YOU WITH ANY QUESTIONS OR COMMENTS ABOUT YOUR SHOPPING EXPERIENCE. FORTINOS CUSTOMER RELATIONS CENTRE IS OPERATED AT OUR HEAD OFFICE IN BRAMPTON.

Notice: no names, no easy way to contact them.
Nothing personal about “Talk to Us”

If you want to contact Fortinos you must write a letter and mail it to their corporate office care of Loblaws or call their anonymous “Customer Relations Centre”. None of that is encouraging or inviting.

It is a good thing that there are many choices on where to buy groceries.

“Your supermarket with a heart”
That is their slogan – a great line. But like most creative marketing lines – a lot is lost in the delivery. Was the slogan created by an ad agency without checking out the store? Do the managers remind themselves and their staff about this slogan?

Any slogan without the heart behind it is wasted.

When I visit the Fortinos grocery store I can easily find the lettuce and tomatoes.
But where is the heart in Fortinos?


George Torok
Power Marketing