I read an interesting article written by Gary Younge in the Guardian about the role of image and perception has on a president. The highlight of the article for me is a single line in the first paragraph:
"[It's] not what's there that counts, it's what's projected."
Sound familiar? Sounds like something I have been saying for years: perception is reality.
You may either agree or disagree with the author's characterization of President Bush, but it makes for a good "mental workout" about perception and the role of public relations.
Last night, my wife and I went to dinner at Bennigan's Restaurant in Midland. It was busy as usual, and of course, my eye is always on the newest marketing craze. However, Bennigan’s newest promotion had me pause and wonder why.
Pull Off
About two-thirds into our meal, the manager approached our table and asked her traditional question about the quality of the meal. “It is fine,” I state. She then hands us two envelopes. “Don’t open them now,” the manager states. “They must be opened by a manager during the month of September to reveal your prize.”
But What About Now
The manager then smiled and walked away. I wasn’t sure of what to make of the promotion. I realize their goal is to get us to come back during the month of September, but yet there wasn’t a single action or engagement with the promotion. While the chances to win discounted food, free appetizers, and maybe other prizes would be enough to make others come back, I simply felt the entire promotion was anti-climatic and lack the usual pizzazz that Bennigan’s is known for.
So What Can We Learn
I will go to Bennigan’s again, but was any excitement or enthusiasm created by giving me the “manager’s pull tab” promotion going to make me come back?
The promotion had no immediately appeal or excitement, no action on the part of the customer, and didn’t immediately tell me what I won.
When doing promotions, the idea is to have your customers feel excited, and provide a small incentive to come back. A positive impression generates a positive experience. Consumers come back to a place they last had a positive experience. Many around me look as “cheated” as I felt. Moreover, imagine how their experience will be when that manager opens the pull tab and they didn't win what they expected... A bad experience now develops.
Reuters says Mideast photographer doctored shots But in reality, it has been happening for years--on the web!
Reuters News Service removed 920 photographs by a freelance Lebanese photographer from its database on Monday after a review of his work showed he had altered two images from the conflict between Israel and Hezbollah. It is alleged that photographer Adnan Hajj had used photo manipulation software to create more and darker smoke than what had actually occurred. (See the full story by clicking here)
I wrote about this very topic almost a year ago in a press release when we saw a new services that will create photos of incarcerated individuals, remove the cinder block wall background, and add one of hundreds of virtual scenes, including restaurants, home kitchens, and even foreign trips.
This process of changing a photograph is become known as 'photoshopping,' a play off a popular software package's name that started this process, AdobePhotoshop.
However, the line between "improving" an image and altering it is becoming less and less clear. Other popular photoshopping examples include individuals shaking hands with world leaders, making impressive plays in a sports photo, or even re-touching blemishes on models. See the photo that started it all -- the famous shark photograph
Can You Tell the Difference? The Real or Fake Photo Quiz Here are four photos--some are real, some are fake. See if you can tell. Click here to take the quiz
Photoshopping has caused some talented designers to push the limits and try to create manipulated photos that look real, but really aren't. Yet, truth is sometimes stranger than fiction.
A wealthy old lady decides to go on a photo safari in Africa, taking her faithful aged poodle named Cuddles, along for the company.
One day the poodle starts chasing butterflies and before long, Cuddles discovers that he's lost. Wandering about, he notices a leopard heading rapidly in his direction with the intention of having lunch. The old poodle thinks, "Oh, oh! I'm in deep trouble now!"
Noticing some bones on the ground close by, he immediately settles down to chew on the bones with his back to the approaching cat. Just as the leopard is about to leap the old poodle exclaims loudly, "Boy, that was one delicious leopard! I wonder if there are any more around here." Hearing this, the young leopard halts his attack in mid-strike, a look of terror comes over him and he slinks away into the trees.
"Whew," says the leopard, "That was close! That old poodle nearly had me!"
Meanwhile, a monkey who had been watching the whole scene from a nearby tree, figures he can put this knowledge to good use and trade it for protection from the leopard. So off he goes, but the old poodle sees him heading after the leopard with great speed, and figures that something must be up. The monkey soon catches up with the leopard, spills the beans and strikes a deal for himself with the leopard. The young leopard is furious at being made a fool of and says, "Here, monkey, hop on my back and see what's going to happen to that conniving canine!"
Now, the old poodle sees the leopard coming with the monkey on his back and thinks, "What am I going to do now?", but instead of running, the dog sits down with his back to his attackers, pretending he hasn't seen them yet, and just when they get close enough to hear, the old poodle says:
"Where's that monkey!?!?!? I sent him off an hour ago to bring me another leopard!"
Moral of the Story: Perception is reality and communications empowers that perception. Using better communications with your customers, competitors, and adversaries can lead you to some very positive results.
The United States has never experienced a massive Internet outage, but a coalition of dynamic chief executives said Friday that the nation must do more to prepare for that prospect.
The cautionary document (click here for PDF) was a product of the Business Roundtable, whose 160 corporate members include companies ranging from Hewlett-Packard, IBM and Sun Microsystems to General Motors, Home Depot and Coca-Cola. All told, the group's high-rolling membership counts $4.5 trillion in annual revenues, more than 10 million employees and nearly a third the total value of the U.S. stock market.
Experts remain divided on the likelihood that a "cyber Katrina" will occur, as the round table itself acknowledges. But many sectors of the economy continue to urge the government to be better prepared should such an event occur.
Looking for information about Stephen Colbert's Saginaw Spirit idea, click here.
Last night, I happened to catch parts of the White House Correspondents' dinner on C-Span. The annual event, held on the last Saturday in April, has become a Washington DC tradition and is usually attended by the President and Vice President.
The event has been ongoing since 1920, and has recently become almost a "Roast-the-President" type event. Individuals on the President's staff, comedians, and others often make jokes and roast the Commander-in-Chief. Often the jokes are dry and weakly humorous, with many taking the safe comic road.
This year seemed different.
Now for some 'truthiness'
One of this year's speakers was Stephen Colbert, a TV personality whose political mockery show is part of my nightly routine. I love the show and love Stephen's unique style of humor, irony, and double-sided twists.
However, he broke one of the biggest rules in communicating: know your audience (or did he?)
Within 12 hours of the dinner, news agencies around the globe have picked up the story that President Bush was unhappy with Colbert's oratory.
According to the publication Editor and Publisher:
A blistering comedy "tribute" to President Bush by Comedy Central’s faux talk show host Stephen Colbert at the White House Correspondent Dinner Saturday night left George and Laura Bush unsmiling at its close.
As Colbert walked from the podium, when it was over, the president and First Lady gave him quick nods, unsmiling. The president shook his hand and tapped his elbow, and left immediately.
The Lesson To Be Learned
From a communications standpoint, the speech was designed to be humorous and funny to those attending the dinner. However, if you watch the video, you can feed the tension in the room. Colbert does lay it on awful thick, but that is his "stick" and he sticks with it. Understanding your audience and meeting their expectations is important when speaking. Dinner participants expected dry and safe jokes, and when Colbert when above this standard, the audience felt awkward and didn't know how to react--and the feeling in the room showed it. (It’s too bad reporters don’t use this tactic in their day-to-day questioning of the Government and its officials!)
I personally thought the roast was hilarious and very funny. Stephen did an awesome job trying to poke fun. So when I asked if he broke the "know your audience" rule, who was his audience? First thoughts: the White House Correspondents participants. But who's in the headline today? Colbert.
Product placement happens everywhere... even in the highest places.
Does the Pope Wear Prada?
The Wall Street Journal, April 25, 2006
Pope Benedict XVI is appealing to a new group of admirers: marketers seeking not blessings but pontifical product placements.
Since his election last year, the pope has been spotted wearing Serengeti-branded sunglasses and brown walking shoes donated by Geox. He owns a specially engraved white Apple iPod, and he recently stirred much publicity with a pair of stylish red loafers that may or may not be from Prada.
The raft of designer labels floating around the new pontiff is one of the odder consequences of last year's long-awaited papal transition. For the marketing world, the change at the helm of the Holy See is presenting an unprecedented opportunity, but also an ethical dilemma over how far to exploit religion for hyping a product.
It was a fact: Vice President Dick Cheney accidentally shot his friend while quail hunting in Texas. And from the facts shown on the news, it really did appear to be an accident. However, Vice President Cheney broke one of the sacred rules of public relations: you really can't hide from the truth.
When the news finally broke the following morning, the press was FURIOUS that VP Cheney did not release the information surrounding the events in Texas that landed Cheney's long-time friend in the hospital with birdshot in his face and chest. This resulted in rough questions and thoughts that perhaps Cheney's delay was a cover-up. Tthe stories/suspicion grew from there. The President's/White House Press Secretary really took a beating and I felt bad for him.
Now, Cheney is the Vice President of the United States. One phone call, and I am sure he could have had 100 public relations folks working on it. Many of the best work right in the White House!
So what can be learned from Cheney's ordeal in a business context? Move fast, gather the facts, and do not hide from the truth. Companies must have a Communications Plan in place to handle any type of situation. A Communications Plan has procedures and pre-made decisions on how and where to gather information and the dissemination of that information to the appropriate audience. This allows you, as the company, to gather information quickly, efficiently, and show that you are in charge of the situation, rather than bumbling, misspeaking, and back treading.
The difference between an accident and a disaster is how responsible you respond.
To many, marketing and selling an image is something the snake oil salesmen use to do when they went town to town, selling their magic medicines. But in reality, marketing and selling an image is simply transforming the way someone thinks about a product or service, OR A COUNTRY.
That’s right. Eric Weiner of NPR reports that consultants are helping shaping the way countries are viewed by not only tourists and business developers, but also the country's own citizens.
"I am working now on a campaign about Egypt," says Sherif Sabri, a successful music videos producer who has taken on the unique project. "I am branding Egypt."
Sabri has produced a television spot -- the viewer sees a desert oasis -- then images of cell phones and mosques flash across the screen while the announcer intones: "Egypt: Keep Your Eye on It."
The International 500 Snowmobile Race has an online website. Its users are racing followers, race drivers, pit crews, sponsors, and literally thousands of fans.
A website is a heck of way of distributing news, facts, information, and help in a quick and cost effective manner. Within a few moments, the I-500 organizers can post news with its news posting program, drivers can download the latest rules (saving a TON on postage), and fans can see pictures.
A website can always be more than a sales tool. It is an EXCELLENT communications tool!
Now we are all guilty of it, but that doesn't mean it is any more acceptable. I am of course referring misspelled words. Often times in the heat and hurry of business we sometimes skip that last minute check and send the brochure to the printer or send an email to a client.
Spelling Counts
Those are dreaded words from your English teacher, but she wasn't far off. Use your spell checker. That's why it was designed into your email program.
Sometimes They Slip By
While a spell checker certainly helps, it is equally important to have a trusted co-worker to double check your grammar. Many grammar mistakes are the result of homophones--two words that sound the same yet are spelled (and mean) differently. Example:
two, to, too
there, their, they're
And Yet Sometimes They Aren't Even Noticed...
Check out the following email I received today. Click the link for the original email and see if you can identify the error. The gray sections are simply blanking out the company name to be polite.
Well, duh! However, that ole adage has some insight into better promoting your business. As business owners, we often face trying to find new and better ways of selling our products and services. But sometimes, we focus so hard on the trees in front of our eyes, we miss the forest.
Case-in-point. There exists a Mid-Michigan business that manufactures and sells medical scales. These scales are sold to doctors’ offices and hospitals around the country for weighing babies. The market was becoming mature and the company was feverishly looking for new sales opportunities. The company was going to take on a (very) risky venture by expanding into foreign sales in Mexico. The client was bound and determined to increase sales, even if it meant inching forward one scale at a time.
As an outsider of the medical scale business, I noticed that these medical scales could be used in new and different applications. Off the cuff, I stated, what about using these scales in a veterinarian’s office?
Name the last three advertisements that you just heard on the radio you have playing in your office. Name two... Can you remember any of them?
Chances are, you probably cannot. In fact, your brain isn’t suppose to. In an age when advertisements show up everywhere, it is impossible for our brains to remember the sheer numbers of advertisements we see in given day. Ad sales people will throw terms like reach, effective frequency, and impact. But the reality is, they don’t even really know.
So what can a business manager do
Try something different. Imagine yourself in the shoes of a customer. Do you like being sold to? I don't. But it does peak my interest when I find out about a new product or service (and the company that offers it).
A few suggested ideas
have a party for your clients, sponsor something, organize a competition between you and customers, write a letter in support, send a congratulatory letter (call me and I will tell you a GREAT stat about this one), or even simply write a useful press release.
While I would love to give all the secrets, you need to call so we can start. Your customers are waiting.
Oprah Winfrey is an extremely popular mid-afternoon talk show host, whose influence reaches millions of viewers on a daily basis. On one of her shows, Oprah had on famed Tour de France cyclist Lance Armstrong. During the informal interview, Oprah challenged her viewers to buy the yellow LIVESTRONG wrist bands, a project to raise money for Armstrong’s non-profit cancer research foundation. Oprah set the goal to her viewers at 100,000 LIVESTRONG wrist bands by purchasing them at a special online website.
The server crashed.
But not before easily surpassing the goal with a whopping sales of 386,890. Within hours, viewers bought almost four times the number of LIVESTRONG wrist bands.
Influential individuals have influence over others. By pursuing a leader or influential person within your target audience and gaining their acceptance/endorsement, you will find many others will follow. While Oprah may be out of your reach, try local leaders—like reporters, civil leaders, organizations’ presidents, bosses, and other popular local personalities.
It is important to understand how decisions and local media work with each other.
In Mid Michigan, there has been a local controversy concerning a very large multi-national corporation who was hosting an open meeting with some local residents. The local news media arrived and entered the meeting room. A high-level executive from this company told the reporter that the video camera could not be allowed in the room. An argument then ensued. To the surprise of everyone, the executive physically pushed the reporter out of room.
Not cool.
It is always important to work hand-in-hand with the media. When planning a public event, it is important to share all the details in a clear, concise, and forthright manner.
If a reporter has an issue, work with them to resolve the disagreement quickly and fairly. Frankly, pushing a reporter now creates a hostile reporter, who will most likely not work to help promote a positive image.
Tired of receiving all those credit card solicitations in the mail? You can make them stop.
Write to the three major credit bureaus individually to request that your name not be included on their pre-screened lists. Send a letter indicating your intention to opt out, including your phone number, name, and mailing address (with zip code) to each bureau. If you've moved in the past six months, you should include your old address as well.
Equifax:
Equifax Options
PO Box 790123
Atlanta, GA 30374-0123
TransUnion:
TransUnion LLC's Name Removal Option
PO Box 97328
Jackson, MS 39288-7328
Experian:
Consumer "OPT-OUT"
901 West Bond
Lincoln, NE 68521
Gas today is $2.29 a gallon. Whew! And while it is still higher
than what I like it at, it sure beats the 3.00 dollars a gallon gas we have had.
With the 3 dollar 'crisis' behind us (hopefully), we can look back and laugh. But what can an event like expensive gas show us? A few facts have been revealed:
People talk!
People listen to those talking!
Perception is reality!
Imagine if people were talking about your business as much as they
were talking about the price of gasoline. Well, guess what, they are!
According to the 2005 National Customer Rage Study by the Customer Care Alliance and the Center for Services Leadership at Arizona State:
70% of consumers experienced "customer rage" in the past year.
46% believe customer service has gotten worse.
40% of companies did "nothing" in response to consumer complaints.
Bad News for Business
And to make matters even worse, 84% of complainants said they shared the story of their displeasure with their friends or others. Half said they would never do business with the offending company again.
Just Remember: People Talk!
While gas prices and poor customer service do not necessarily go hand-in-hand, just remember that people talk.
My wife had a college job at this little 50s style restaurant called The Pixie. Located on the main drag in Mount Pleasant, Michigan for the past 50-plus years, The Pixie Restaurant was the first drive-in restaurant and also highlights the power of unique marketing.
There Were All These Names
When I visited the restaurant many years before with a friend and his family, I was surprised to find hundreds of individual names on stuck to all the walls, a type of mini- plaque with a name, their hometown, and a code like B-10, C-12, and B-20.
An Eating Contest
"What are with those names?" I asked. Come to find out, the Pixie Restaurant had a competition that customers could participate in where they had to eat 6 "Coney Dogs" or 10 "Bitty Burgers" within an hour in a special table. If you were able to do it, a little plaque was erected, indicating your victory with a C for Coney Dogs or B for Bitty Burgers following by the number you actually ate. It took a few weeks after your victory before the plaque was displayed.
A Few Weeks Later
I often came back to the Pixie Restaurant to see if my name had been placed on one of the walls. Eventually, I found my name:
Unique Marketing Idea
I cannot tell you how many times I have been back to the Pixie Restaurant to show my family and friends my name on the wall. A discussion with some of the staff revealed that people from all over, even with dozens of restaurants in the Mount Pleasant area, always come back to the Pixie Restaurant to see their name and to show it to family and friends.
Moral of the Story
Although the Pixie Restaurant prides itself on its great food, they always have found a unique way to making sure its customers come back time and time again--by honoring their name.
By the Way
My name is right behind the old jukebox on the south wall... check it out!
According to Buffalo Springfield in his famous song "For What It's Worth," there's battle lines being drawn, nobody's right if everybody's wrong...
Not true, I say.
Use Issues to Educate Those Around You
Governmental policy and legislation are great topics in which you, as an expert in your field, can share insights and information regarding the issue or topic. As a business owner, you can make a stand and give your opinion. You can educate, enlighten, and teach others about the issues that affect your business and/or your customers by numerous channels.
The Press Release
A press release is a written announcement which is sent to members of the news media for the purpose of sharing or educating information related to your business. Can you think of a more positive way to share important business-related information than to share with individuals who report news and information? I sure can't!
Letter to the Editor
Write a Letter to the Editor. In such a letter, you can debate an issue, agree or disagree with what you read, share information or facts, and even thank the media for recent coverage of your industry. To those who read your editorial, it shows you are up-to-date on the latest news affecting your business as well as your customers.
Talk to Your Own Customers
Draft a letter or email and explain to your current customers and clients about an issue that is facing your industry. While you don't want to share problems about your business, rather discuss topics that affect everyone--like new legistation or government policy or the effects of rising energy costs. These writings will educate your customers about your business while making a reconnection with those you already do business with.
By communicating and sharing information with the public, your customers, and potential clients, you appear to be well informed, educated about your business, and concerned for those around you--which is always a positive image to send.
Many business owners often look to traditional means to promote and advertise their business. However, traditional usually means costly.
Use What You Have
Consider using resources at your disposal to grab the attention of your potential customers. An excellent example I recently saw was with Green's Towing & Recovery of Mount Pleasant, Michigan.
A Smashed Car Caught My Attention
During the Central Michigan University Homecoming Parade, Green's entered one of their flatbed tow trucks in the parade and on the back was one of the most smashed up cars I have ever seen.
I Remembered Their Name
As I was staring at the smashed car, I could help but notice the name of the company. While I hopefully will never need their services, you can be rest assured that if I have a smashed up car, I WILL remember that "advertisement" in the future.
You Don't Need A Smashed Car
Look to your own business and see what you have available that can catch the attention of your clients and potential clients. While you probably don't have a smashed car, every business is unique and has the ability to showoff how it can help its potential customers.
I really love our water filter. Coming from country well-water to city water has been one of the hardest adjustments I have had to make since moving from Hemlock to Mount Pleasant.
We got a water filter
When I doing my undergrad degrees, my buddy Derrick introduced me to the pitcher water filter concept and I have had one ever since.
For those who don't know, a pitcher water filter is a water jug that goes into your refrigerator, that filters the water when you add it from the top. It removes the chlorine taste along with many other minerals and whatnot. It makes the water taste SO MUCH better.
It always leaked
When my wife and I got married in August, someone bought us a new one. It worked great the first time we used it and ever since then the stupid thing leaked. Every time I went to fill a glass of water, the stupid thing leaked on me, the glass, the floor--basically everywhere. Not a lot of water, but enough to make me frustrated.
It was backwards
So today, my wife was replacing the filter in the water pitcher and she realized that I had been putting the lid on backwards the entire time! For months, I thought the little spout was supposed to be facing the front, when in reality, it was supposed to go the other way! And amazing, the lid fit on the pitcher BACKWARDS.
I was unhappy with the product
For months, I have been using this water filter and was very unhappy with the product, which in turn affected my perception of the product and ultimately the company who manufactured it.
Ask and watch your customers use your product
Sometimes as business owners and product producers, we assume that our customers know and understand how to use and enjoy the products we sell. As we can see from the water pitcher example, this isn't always the case.
Always see how you can improve
Had this manufacturer asked me, I would have told them their product leaked water all over the floor. They, in turn, could have figured out that I was using the product incorrectly.
Computer manufacturers did the same thing
Look in the back of your computer. When you installed it, you may have noticed that the 'plug' and the varies computer parts are color-coded: green plug to green outlet for the mouse, purple for the keyboard, and blue for the monitor. Computer manufacturers noticed that customers sometimes had a hard time figuring out what plug went where.
By watching and analyzing their customers, these companies were able to improve their product, which made their customers even happier.
If only the water pitch had an arrow or two points, or even....
Think about what you can do to improve your product, making it easier and better for your customers.
For those who know me, you know full well my stance of having a solid communications plan in place for your customers. But every once in awhile something catches me off guard and make me smile (and wonder).
I was checking out books
I was at the local university library checking out some books about international finance. This particular library is very innovative with its technology and has a self-check out station to check out books, periodicals, and materials.
I like the scanner
It is fast and easy to use. But tonight was different. I placed my card in the reader and went to scan my first book when it beeped the following message appeared
You have unsolved issues. Please see a staff member.
Say Wah?
Perhaps it was the topic of my books or something unknown in the depths of my soul, but apparently I need professional help. HA HA Come to find out, the library was updating its current addresses and phone numbers, and I had to interact with a human, rather than a machine, to do so.
Laugh all you want, but does your company
While we can sit back and laugh about the play on words this check out machine displayed, the question I would pose is: What about your email systems? Phone trees? Voice mails? Have you ever checked your own?
Better technology should mean better results
Technology is great, but we need to remember that on the other end of that check out station, telephone, or email is a actual human who wants actual results.
On Wednesday (Sept 28th), I went to a speaking engagement by recent sensation Howard Weyers and his company Weyco, Inc. If you remember back in the news, Weyco implemented a new company policy which required all of their employees to be smoke free.
Some Debate
And while there is great debate into if this policy is right or wrong or whatever, I wanted to focus this blog entry on a specific aspect of this presentation.
"It Happened So Fast"
According to Weyers, the company announced its new policy initative. A story ran in the Lansing State Journal entitled "Weyco Fires 4 Smokers" on Saturday--and by Tuesday, media from across the United States and around the globe was calling, emailing, visiting or otherwise contacting Howard Weyers for a quote about his company's new policy.
Have a Plan!
It is so important to have a plan in the place. It allows companies to have an orderly, organized and prepared way of responding to the media... And let me (along with Howard) tell you that news travels fast!
Since his election last year, the pope has been spotted wearing Serengeti-branded sunglasses and brown walking shoes donated by Geox. He owns a specially engraved white Apple iPod, and he recently stirred much publicity with a pair of stylish red loafers that may or may not be from Prada. 
On one of her shows, Oprah had on famed Tour de France cyclist Lance Armstrong. During the informal interview, Oprah challenged her viewers to buy the yellow LIVESTRONG wrist bands, a project to raise money for Armstrong’s 
