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Congress needs to wake up!

I'm appalled.  With the wheels falling off the country, Dems and Republicans alike are still wasting OUR time finger pointing.  During debate in the House yesterday on the economic relief package, both sides blamed the other for this mess:  

Representative Virginia Foxx, Republican of North Carolina, said that former President George Bush’s signature tax cuts in 2001 had created years of growth but that the nation’s problems started when Democrats regained majorities in Congress in the 2006 elections.

Representative Steny H. Hoyer, Democrat of Maryland and the majority leader, said that “the economics that got us into this mess” were the Republicans’ policies for the six years that Republicans controlled both the White House and Congress, through 2006.

WHO CARES? JUST FIX IT!!

Maybe I shouldn't be surprised, but I can't believe these people are still so out of touch.  I wish there was a way to light a fire under their butts between elections.  This is bi-partisan BS.

Staring Down the Numbers Without Blinking

No matter where you look these days, the numbers are daunting.  Unemployment is nearing double figures.  Fourth quarter was dismal, and first may be even worse.  Seems cost cutting is the only way to gain leverage in this worsening economy.

With this backdrop, I got a call yesterday from a client that wants to put all marketing on hold.  Seems a reasonable response… see a number, make it go away. But my fear is that by abandoning marketing in your greatest time of need is like jumping from a lifeboat into the water.

Consider that this company has very low awareness, and an even lower understanding of its brand … which, by the way, shows huge loyalty once a consumer is exposed to the brand story.  What's more, a recent study conducted by this very company shows consumers are continuing to buy this category.

Under normal circumstances, one would put it together: low awareness in an active category + a brand story that aligns with the professed interest of its target consumer. This should be a lay up, really. And in a time when others are cutting back, the noise level is low.  With a little effort, WE COULD BE HEARD.

Folks, I understand the reality of dollars and "sense". But PLEASE consider that unplugging the electricity that keeps the lights on is not a great answer.  You can run on batteries for a bit, but eventually things go dark.

However, this isn't a blind plea for fluffy marketing. You MUST demand an ROI strategy for marketing efforts. This doesn't mean that you can forecast income based on investment. If marketing were a formula of "spend one dollar, make two", we wouldn't have this conversation. But you at least need to see how a program will deliver sales, leads, prospects or target engagement.  

Do this, and you'll see the numbers, all right.  Ones that you can take to the bank.

From “Yes We Can” to “Let’s Get to Work”

I'm 43 years old, and never in my life have I felt such an undercurrent of optimism as I do today. Across the nation and the world, people of all walks of life have somehow found a fissure in the rock of hopelessness to awake today and believe anything is possible.

Just yesterday, a group of black teens from a local youth home appeared unheralded to my mother's place.  She's 85 years old (and still mentally and physically as strong as folks 1/3 of her age), and lives in an elderly complex. That morning, about 10 inches of snow had fallen, and these young men cleared each and every car in the lot.  They wouldn't take so much as a cup of hot chocolate.

The facility that houses these kids lived has been in my hometown for 50 years. But not once had I seen them perform any sort of service project, planned or spontaneous.  But on this day, when Barack Obama was performing service himself and preaching his "no idle hands" message, it's clear to see that we have a chance to change the course of this nation. In fact, we've always had the chance and the power, but today it seems that the forces are coming together to see it through.

No matter what you think of Barack, no matter your specific views on the very complicated issue, focus on the renewed sense of possibility today brings.  And remember this: liberals and conservatives may disagree greatly on what to do, but they agree completely on what they want the end result to be: a better America for everyone.

Now, go to work.

Tips from Journalists for PR Pros

I came across a good article I thought I'd share.  It's from the Bulldog Reporter, a news source for PR professionals.  It was from the blog Journalists Speak Out, which is a must read for all agency folk. While there's not a lot of new information for people who work hard on packaging news with specific media needs in mind, it's at very least a quick and easy reminder of some major do's and don'ts.  

The big tip for me is the "nut graph."  You can be sure that all of our publicists at CBC will be adding this to their pitches and releases.

Enjoy…


New Year's Resolutions Journalists Wish PR Practitioners Would Make
By Brian Pittman

"A resolution many journalists probably wish PR people would make could be to commit to doing more homework before calling us," says Kristin Bender, the Berkeley reporter for the Bay Area News Group-East Bay, which owns The Oakland Tribune. "It doesn't have to be extensive. Just 'use the Google,' as President Bush says," continues Bender, who is also a freelance writer and frequent Bulldog Awards for Excellence in Media Relations and Publicity judge.

"I get 150 pitches each week that have nothing to do with my beat—and I've covered Berkeley for five years," she elaborates. "So, please, find out what the reporter covers. If you can't do that homework, then at least send an email asking if, for example, I cover your area. At worst, call the newsroom and ask who covers what," advises Bender. Additional media relations resolutions she'd like to see PR practitioners make:

PR Resolution: I will send only solicited products. "Don't send unsolicited products in the mail and ask us to review a book or whatever," suggests Bender. "Ethically, we're not supposed to take gifts and goods—all we do is donate them to charity. Solicited product is different, however. For example, I did a story about an East Bay author who held a 'funeral' for her book [about funerals] after trying to get it published. I responded to her pitch and press materials by asking for the book. So, wait until your material is solicited, then send," she advises. "That saves you money and time—and makes it easier for us, too."

PR Resolution: I will prepare for follow-ups. "Sometimes a PR person may send 

(more…)

Good PR Thinking

Stunts don't need to be expensive.  And they don't need to be some public display of craziness.  Just in time for inauguration, Ben & Jerry's ice cream has come up with a good one: Yes Pecan! 20080307_YesPecan
 It's sure to be a serious honeymoon period, and now there's one more way for American's (already major collectors of Obama memorabilia) to show their excitement for the new president.

The lesson here is to think ahead.  It's not as if B&J could change packaging in a few weeks.  I'm sure they hatched this plan months ago when the election still had Hillary as a real player.  And make no mistake, McCain Mocha was ready to roll had the Senator won.

Not to say that you can't react to current events. One of my favorites was the campaign my agency did for Nantucket Nectars when the Red Sox won the World Series in 2004. After 80 years of futility, the good people of Boston were thankful to say the least.  So within a few days of the win, and just before Thanksgiving, we erected the World's Largest Thank You Card and invited the public to come sign it for the Sox.  For each signature, we donated $1 to the Jimmy Fund to help kids with cancer (also the Red Sox official charity.  Check it out here.  

Robin, jess, tom s, bob b

The problem with shopping malls may be shopping

A new study out this week claims that we need to "reinvent" the shopping mall.  Apparently, shoppers are still going to malls, but find the experience less and less fulfilling.  The study suggests making malls more of an entertainment destination, with more places to eat and adding and element of discovery.

However, this consumer dissent may be a symptom of something more: the retreat of shopping as entertainment in America.  Let's face it, if you have TRULY disposable income or a carefree credit line, shopping is still shopping, and it can be fun, entertaining and include a large dose of discovery.  But with a new attitude pervading the American psyche, it's hard to be frivolous at the mall…and that takes the entertainment factor right out of it.

Our research at CBC shows that a large segment of consumers have lost their product lust. The perceived need to spend $250 on sunglasses or a handbag has diminished. We call it Simplinomics (as frequent leaders know), which includes an introspective look at what's needed, important and fulfilling.  And the mall just ain't equipped to deliver on this new outlook…yet. (download the Simplinomics ebook here.)

For malls, there's no quick fix, but for companies, there is.  Concentrate on delivering REAL VALUE. This doesn't mean things need to be inexpensive, but they do need to provide well made, long-lasting products, or services that make our lives easier or enriched. 

The American consumer is learning the Emporer has no clothes.  Step up and offer a real choice, and they will still buy and remain loyal.

Happy New Year!

It's Sunday night, and, man, am I ready to get back to work.  I've been home since 12/18 taking care of two kids under 5 years, and a wife recovering from foot surgery.  Now, I'm an engaged dad and all, but this was something different.  It called for an entirely new approach: a dramatic simplification of the holidays.  I stripped away a lot of the fluff, and guess what: we didn't miss it.

And therein is both the danger and the challenge for 2009.  As consumers get used to doing the same or more with less, the sales landscape will be forever altered (or at least for a good long time.)  So what are a few things you can do this year to keep the cash register ringing?  Try these on for size:

1. Don't cut corners on quality:  The temptation in tough times is to use cheaper materials, offer less services and, sometimes, let quality slip.  Don't do it!  By all means, get rid of 1/3 of your skus that don't sing, and concentrate on offering real value.  I just pulled out a J. Crew sweater that I've worn about eight times, and the thing is all pilled.  I know it's not Versace, but it's not Marshall's either.  Guess what, I'm done with the sweater and done with them. Was the cheap fabrication worth it?  Hardly.

2. Up your customer service (especially for your best customers):  This should need little explanation.  When things are tough, you need to work harder.  If you don't, the next guy will. Remember this when you're brainstorming your next witty marketing campaign: make your customers money and they will think you're the smartest guys on the block.

3. Demand more from your sales force:  This one won't win me any friends, but it's true.  Many sales guys are order takers.  They show the line, get the paper, and if you're lucky, check in once or twice mid-season.  That's not good enough anymore.  Sales guys must truly know their customers' businesses, and find ways to help them grow.  Do that, and you'll reap the benefits, too. This means merchandising, EFFECTIVE use of co-op dollars, geographic-right promotions (that are on brand, too), and clinics for floor staff.  

We know that this won't be an easy year, but if we all work hard, smart and tougher, things will move in the right direction. So when consumers and customers alike begin to strip away the fluff, you won't be part of their simplification plan.

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