Make Your Mark

I grew up throughout the 70’s with Saturday afternoons set aside for Dick Clark’s American Bandstand, and Don Cornelius’s Soul Train.

Band Stand was conservative, controlled and well produced.  It was safe.

Soul Train was saucy, funky, and a guilty pleasure for a lot of white kids!  It was daring.

One Saturday, as my friends and I gathered around our black and white TV, Don Cornelius introduced his next musical guest.  Was it going to be Barry White? Kool and the Gang, The Jackson 5? No. On this day Don Cornelius had another idea. He was going to throw his audience a curve ball, and in the process was going to shake up the role between American Band Stand and Soul Train.  Today, Don, in his own classic, soulful, debonair style, with his rich, silky voice introduced Elton John.

Elton would sing Philadelphia Freedom.  He sat at a Grand Piano surrounded by the Soul Train Dancers, Fans and Don.  It wasn’t the typical stage performance.  It was intimate, close and powerful.

Elton did what few (if any at that point) White POP Artist had ever done.  He performed on the Soul Train.

Don and Elton were helping develop America’s Collective Soul.  We would soon be gathering in Disco’s as ONE.  Music has that power to bring Human Beings into harmony with one another.

How many times have you danced down The Soul Train Line?

When we reach beyond the expected…when we seek to challenge and re-create, we discover new paths.  We create new trends.  We become the trail blazers.

We have clients who relish what’s coming next.  Who enjoy breaking out of the mold to be different, and ultimately more successful.  It’s easy to look, and sound like your competition.  It’s much more risky to lean over the ledge, change the norm, and redefine your industry.

Mark Storie

ViaMark|  New Bern, NC

OK, yes, I’ve succumbed to the social media craze, and have joined Facebook, YouTube, and LinkedIn.  Yet with each passing day, I’m realizing that not only are most of these digital playgrounds a colossal waste of time, they really seem to be warping everyone’s social skills. I’m not completely slamming the latest technology here. And it’s not because I can’t, or won’t embrace social change. In fact, I think these platforms can be useful and entertaining when used correctly.

My problem is that many of these “networking” applications have started to diminish our actual face-to-face interaction. For example, I recently attended a “real” live networking event, and in one hour, I heard the line, “Oh yeah, I saw that on Facebook” uttered in four different conversations.  When a conversation is interrupted by “I saw it on Facebook” it’s like bursting someone’s balloon. I saw disappointment in the eyes of 3 out of the 4 people who were the recipient of that line. They were excited to verbalize a story they felt was topical or interesting, and someone squashed their enthusiasm. It was sad. Doesn’t anyone remember how exciting good conversation can be?

When we’re engaged personally, especially one-on-one, it’s different than sharing back and forth on line. In person you might be wowed by a story-tellers eloquence or vivaciousness. True, you may be bored to death, too, but there is simply no electronic replacement for looking one another in the eye and sharing. I find people interesting. I like to ask questions and learn about where they’ve been, what they’ve done, their successes, and failures, etc. You get to see that spark appear when you find a topic they’re really passionate about.

I’m not really sure who’s at fault for our growing disconnectedness. Is it the people who put EVERYTHING on social media including when they’re going to bed? Or is it the people who use it to find out what’s going on with their friends and family, rather than actually talking to them? It’s a double edged sword, and one I’m not finding easy to swallow.

Stay connected on a personal, more intimate level. Your friends and family will appreciate it, and you’ll get to know your business partners, vendors, and your customers a little better. At the end of the day, personal connections will serve everyone better.  Even better than a tweet or a status update.

Chris Hoffman

ViaMark | Asheville,  NC

If you have ever had the opportunity to lodge in a fabulous Hotel or Inn, then you almost certainly have returned to your room late in the evening to have your sheets turned down, and a well wrapped confection placed perfectly on your pillow.  It helps cushion the blow of spending north of $200 a night for a bed and a bathroom, but it does have its appeal.  It does make you feel better about your decision.

So, what do you do to impress your clients and customers?   How do you separate yourself from the competition that seeks to devour your client?  How do you protect your relationships? Your brand? Your bottom line?

First, think small.  In an era of over-blown, exaggerated and over-hyped, it’s the little things that will set you apart.  It’s always been that way.  It always will be.

Here’s a small idea:  Instead of sending out another email to thank someone you appreciate, take three minutes and write them a hand written “thank you” card.

I cannot tell you how many of my clients have made positive comments on getting a hand written card from me.  It’s something we simply don’t see much of anymore.  It’s a lost art form, a throwback to when my Mom made me write thank you cards for the Christmas gifts I had received.  Make no mistake, I hated writing those letters when I was young.  Today, I relish the opportunity to push my pen across a card to say thank you, I appreciate you.

Go ahead.  Give it a try.

Mark Storie

ViaMark Advertising | New Bern, NC

Right about now I start to feel that tinge of anxiety that is associated with the holidays.
From work obligations to family duties to trying to stretch our gift-giving budget to its max. I feel like my head just starts to spin.
However, in the end, I always survive!  Here are a few pointers from advertisers to help your business succeed this holiday season:

-Be True to You- if you are a mattress store, you don’t need to try to lure customers in with a $79 tablet.  People will come to you for your furniture deals, not for a random item that has nothing to do with what you specialize in.

-Don’t do fake sales- Don’t use a item you only have a handful of to lure customers in.  For example, advertising that you’ve got a $250 item on sale for only $99 and then only having 5 available for purchase when you’ve spent $10,000 advertising that item is a no no.

-Don’t overextend yourself- you can still have a really successful holiday season by sticking to what you know and do best.  Simply keep your store stocked with the items your customers like to purchase from you and consider a holiday open house where you invite your customer base thru a postcard or an eblast offering a discount to them for coming to shop.

-Be prepared- Have enough employees working, keep your store clean, keep your shelves stocked and be friendly.

-Lastly, make time for your friends and families during the holiday season.  Don’t stay open 24 hours every day all day.  Give your staff a rest, give your mom a hug and spend some time with the children in your life.  Holidays are truly a special time of year and you need to enjoy them too!   Happy Shopping Everyone!!

Gayle Brown – Wilmington, NC

Invariably it happens.  A catastrophe of some magnitude strikes your region, and the local marketing huckster’s surface.  Those short-sighted individuals who decide that “if you buy something from them, they will make a donation to the victims”.  It’s a profit before compassion mentality.

I am sure that many of these advertisers are not hucksters at all.  Most are probably well intentioned souls who think that this is a legitimate and noble exercise.   Is it?

One of my automotive dealers recently called and said:  “Hey Mark, I want to advertise that for every car we sell, we’ll donate $200 to the victims of the recent storm.” Do you see the glaring problem here?  The perception this can create?  Regardless of your personal thoughts or intentions, if you are considering this as a legitimate charity ploy, then many will see you as attempting to profit from misery.  I’ll donate money to help those who have been harmed…IF you buy something first.  How kind of you.

After discussing my thoughts on this matter with my automotive client, he quickly changed positions, and decided he would quietly send a check to the local chapter of The American Red Cross, instead.  No, there’s no glory in this sort of quiet charity, but the back-lash you save yourself from seeming callous can be reward enough.  This dealer is one of the best intentioned people I know.  He really thought this ploy was a great idea.  He truly did not see the dark side of his generosity.

As I pen this blog a national furniture chain, and a local Import dealer are telling me that they’ll make a donation, or reduce the price of my car if I buy now.  “Hurricane Irene Relief” shouts the car dealer!  “Making a donation to the victims” is the furniture stores pitch.  Yet each advertiser requires that a purchase be made, first.  Is that genuine generosity?

At ViaMark, we help guide our clients in all aspects of their marketing.  Even in those areas that may seem uncomfortable.

The next time you’re tempted to use misery as a sales or charity event, remember that many will see you as a Profit of Destruction.

You’ll feel much better if you simply make a quite donation.

Mark Storie

ViaMark Advertising | New Bern, NC

It’s kind of sad that after 21 there’s a severe lack of milestones to look forward to. When you’re a child there’s so much ahead. First day of school, last day of school, turning 16, first kiss, driving, graduating, first job and more importantly first paycheck, voting and then BOOM – you’re 21 years old! Finally old enough to buy a drink (legally anyway).

But now what? What do you have to look forward to? All the preset milestones have been reached. Nothing happens at 30. Nothing at 40, except black balloons and an “Over the Hill” cake from your 35 year old friends.

After 21, life isn’t as preset. Things happen when we’re ill prepared or happen too late. The lack of preset milestones challenges us to set our own milestones in life and in business. If we don’t have milestones set in place we hope to achieve, how do we know we’re traveling at the right pace? I vaguely remember the anticipation of turning 21 but the important part is that I DO remember waiting, wanting and looking forward to it. That’s what milestones do for you. They give you focus and energy. They are that proverbial light at the end of the tunnel. And as we encounter roadblocks along the way that are sure to be there, how we handle them to regain our path is just as important as achieving the end result. No one really knows when they’ll get promoted or get married or have kids. Those are certainly all milestones to be proud, but hard to predict when they will happen. But, if we set milestones for when we’d LIKE those things to happen and then strive to reach them, chances are we’ll come pretty close. We can’t just quit looking forward to things after 21, that’s when life really begins to kick in. See it, do it!

Side note: While my mind still thinks I can do everything I could at 21, my body begs to differ. They say it’s not the years in your life, but the life in your years. So, I have now begun to bestow my life rich 41 years of wisdom upon all the young people I know. I urge them to fear not, there is life after 21! And 30 to 41 has been pretty awesome so far!

Chris Hoffman
Viamark Advertising – Asheville, NC

Women – can you live without them?

WOMEN!!!!  There are some that say you can’t live with them but there’s not a business that can survive without them.  Today’s women have emerged as a more powerful consumer force than ever.

They now control $3.3 trillion in consumer spending, are responsible for 80% of household buying, control more than 50% of the wealth in the U.S., make 62% of all car purchases and take more than 50% of all business trips. (Ketchum Global Brand Marketing)

This group of potential customers is just waiting to be influenced to buy your product.  Yet many marketers fall short in fully recognizing and reaching them, treating women as a niche instead of drivers of purchase decisions.

Moreover, connecting to women and, especially, the critical demographic of women aged 25-54, grows increasingly challenging. This is because the average woman juggles a constant mix of career, family and self-care decisions at any given moment.

She is a career woman, mother, wife, friend, grocery shopper, taxi driver, juggler, maid, butler, listener, personal fan at all sporting events & recitals, social planner for all, and health care consultant,  This segment of the population has very little time to do much else.  Women ages 25-54 have moved into another multi phase… Multi-Minding Woman.

What is “multi-minding”? It is the state of mind for today’s typical 25-54-year-old woman, who constantly deals with the many dimensions of her life.  These women have moved from “multi-tasking” to a new level of activity – “multi-minding.” As a result, they have little time for commercial messages (Ketchum Global Brand Marketing).

When this consumer finds the time to shop, it’s extremely important that businesses know how to advertise to this segment and make it simple to buy from them.  What makes them take a second look at an ad, a shelf tag, an item, or a service provider.  What would make her change a habit, or try something new?  Can you put yourself in her shoes and think like she thinks?  Would you want to?  You’ll be glad you did.

Terri Bock – ViaMark Jacksonville

Lately, my life has been one hectic moment after another. I feel like one of those cartoon characters with a black cloud following! All kidding aside, as a busy working mom of 2, ANYTHING, I mean truly anything that disrupts my schedule wreaks havoc. And what matters the most during these times as I am having my car towed to a repair shop while out of town or as I am running thru Walgreens to get photos printed at 12midnight for my son’s school project the next day, is customer service. I’ll give you a few examples. Tow Truck driver lady- Thank you for trying to fix my car even though you would have lost out on your towing fee if it did crank. A quick side note- Found her using YP Mobile- tow trucks and picked one closest to me. Gentlemen at Pep Boys- Thank you for whittling down a part to rig my car just enough that I could drive home and wait til Monday when the dealership opened. Harris Teeter- I know you charge a little more than some but I don’t care. Thank you for keeping your stores clean, for helping me get my kids & groceries in the car and for giving them free cookies. Holiday Inn- Thanks for making me feel special when I check in and for shuttling me around when I was careless. I stop and shop based on experiences; not based on the name that’s above the door.

Sadly, I am sure we can all think of examples of bad customer service and have probably altered our own buying habits based on those. Earning a customer’s business just by advertising alone doesn’t exist anymore. Advertising speeds up the inevitable. If you have a good business, it will grow. Bad customer service or a bad product will result in people coming in and then leaving unhappy and telling people about their bad experience. That will put you out of business faster. If you truly want to earn a customer, then advertise, and then provide them with good customer service once they get there. It takes time to train your employees properly but it is quite simply the most important thing that you can do as a business owner. Teach them to be helpful, knowledgeable and just plain nice to the people that come in your door. Make sure they try to learn as much as they can about the items in your store or about the services you provide. Even though every transaction isn’t a “big ticket” sale, the interaction during it could cause that customer to come back to you for a lifetime. Harris Teeter- here I come!

Gayle Brown -ViaMark Wilmington

Last night during the first game of ESPN’s Monday Night Football double header, color analyst Ron “Jaws” Jaworski dropped the “S-bomb” on live TV. For me, it was interesting not for its shock value, but for how quickly his faux pas was deemed newsworthy.

After I rewound my DVR quite a few times and finally stopped laughing, I decided to experiment. I typed “Ron Jaworski’s comment on MNF” into Google – there were already three entries about the comment! And this just literally 5 minutes after it had been made.  When using the same search phrase on Google less than 24 hours later,  there were then over 200 related stories – including stories from USA Today, New York Daily News, The Washington Post – just to name a few.

I was once told, “You can’t outrun technology.” (sorry I forgot who told me). Nothing today is off limits from technology. If a movie, a TV show, or a song doesn’t work; people will know it quickly.

This also trickles down into experiences. If a customer has a bad one, you better believe they’ll be telling their friends via Twitter, Facebook, YouTube, emails and texts. They might even blog about it or put up a video. If you’re lucky they may even do it when the experience is good. I find myself constantly cautioning advertisers about claims. If they make claims in their ads they better be able to back them up.

Sure there was some shock value to Mr. Jaworski’s comment and that is a lesson in itself for businesses. So think about everything your business name is associated with and how it is presented by you and every employee. Really learn what kind of experience your customers are having. This “Jaws” incident is a good example of how one word can spark conversation. And all it takes is a little “s&%t” to help spread it! So decide what kind of headlines you want – good or bad – and make them happen.

Chris Hoffman
Viamark Advertising – Asheville, NC

MRM is a consulting company that works with media companies to help them integrate their on air programming with online initiatives.

Mark Ramsey of Mark Ramsey Media (MRM) recently blogged about Groupon. It’s an interesting read and we have found that it is spot on in terms of what kind of response you get and who it’s best suited for.

We often have clients ask us about Groupon (or other couponing sources) or ask us to initiate a Groupon campaign. Our response is usually “buyer beware”. Sometimes it hurts more than it helps.

If you are considering using Groupon, read this.

There is a place for it, but it has to be a part of a bigger plan and your media consultant will know if (or how) it should be a part of your plan.