A few weeks back, this direct mail piece came addressed to me from Dish Network. It features a picture of an olive-skinned and black haired beauty on the front and handsome dark haired, stubble-bearded man on the back. Beyond that, I cannot tell you what it says because it’s written in Arabic. My husband and I first had a little chuckle about it, but the longer this piece sat on my desk, the more it bothered me. It appears that it was sent to me because of the ethnicity of my last name, however I have a distinctly Armenian name, not Arabic. Although Armenia is in the general area of many Arabic speaking nations, Armenians actually do not speak Arabic as their native language; they speak Armenian. Different culture, different language and different alphabet altogether.

I found out that Dish Network is on Twitter, so I quickly tweeted them asking to be connected to someone in their marketing department to discuss an issue. I swiftly got a tweet back saying that I should DM them with the specific issue so that they can be sure to “connect me with the right person.” As succinctly as possible in 140 characters, I stated that I was offended by being ethnically targeted with a direct mail piece and wanted to discuss it with someone. Silence. A day passed and I sent them another DM, asking to please be connected to someone who could discuss this with me. Silence. I went to their web site, found a customer service email address and sent a message explaining the situation in detail, why it bothered me, and again asked to be connected to someone who could address this with me. Silence.

So here’s what’s so wrong with this entire scenario from a marketing, customer service and social media perspective:

1. If a company is going to send out a direct mail piece, then they better be darn sure they know who they are targeting.

2. Making an ill-informed assumption that someone with a name from a certain ethnic group speaks a certain language is wrong for several reasons. In my case:
- Armenians aren’t native Arabic speakers. Some Armenian may speak Arabic, but that’s not typical. Clumping everyone with heritage from that region of the world into a general category of Middle Eastern and making assumptions based on that, negates the richness of Armenian culture and the myriad of other cultures that grew from that region.
- I am a 2nd generation Armenian-American. Not only do I not speak or read Arabic, but I do not even speak Armenian (except for a few words like girl, yogurt, dog and how are you) and can’t read it at all. I happen to speak and read English as my native language.
- For all the Dish Network marketers know, I may not even be Armenian. I could be from any ethnic group, and simply married to someone with an Armenian name.
- Even if my heritage were from an Arabic speaking culture, why would it be assumed that I speak and read Arabic?

3. If a company has a presence in social media, then they are essentially inviting people to contact them with comments, suggestions or problems. If a consumer does contact them via social media with a problem, then they are obliged to answer. What’s the point of being there if they don’t? To just have the appearance of being accessible?

4. If a company tells someone that they will connect them with the “right” person, then should connect them with the right person, not just ignore them.

5. If a company has a contact email on their website and someone takes the time to contact them, explain a problem, and ask for assistance, then they should respond to them, not just ignore them.

Yes, I admit, this post is a bit of a rant, but I am angry that I have been targeted and profiled in this way. I am angry that I tried to contact Dish Network to discuss this and was even invited to do so. But instead of offering me some kind of response, they chose to ignore me instead.
Moral of the story:
1. Direct mail campaigns based on ethnic or racial profiling are probably not a good idea.
2. If a consumer has a problem or complaint, then it’s probably a good idea for the company to respond (in English).

You all know the scene: Dorothy and her three friends return to Oz with the broom in hand after a harrowing near-death experience dealing with the witch and all those flying monkeys, only to have Toto pull back the curtain and expose the wizard as the charlatan that he truly was. In our world filled with online gurus of all types and sizes popping up on Twitter, LinkedIn and the Internet in general, it’s important for businesses to know how to smell the difference between the real deal and a faker. With the ease of self-promotion that comes with using the Internet also comes the ease for anyone to claim guru status in order to try to win business.

Here are a few red flags and tips on how to be sure that you are working with someone who knows what they are doing:

Using the word “guru” to describe oneself
In its original form, guru was not a self-proclaimed title. It was something bestowed upon a religious leader who was thought to have power, knowledge and insight into God to guide followers from the darkness of ignorance to the light of knowledge. I don’t think they were talking about Twitter followers. If anyone describes themselves as a guru in their bio, I suggest running the other way.

Is the walk the same as the talk?
I came across a blog the other day that is a great illustration of this point. Calling this site a blog really was a bit of a stretch because there were only a few entries over the course of several months and they all were brief announcements promoting speaking engagements this person had lined up to impart his wisdom on how to build business through the use of blogging and social networking. The only problem was that right next to the post was that little blue box announcing that he had 4 feed subscribers and a little blue bird announcing that he had 58 followers on Twitter. None of his posts had comments or Re-Tweets. Looking at his Twitter feed, all his Tweets were link backs to his “posts” on his blog promoting his speaking engagements. Now would you trust that this guy holds any wisdom regarding how to build business through social media? Don’t think too long on that one.

That’s what Google is for….
It may sound obvious, but Google search the person’s name or business and take a look at the results. Hop on LinkedIn and take a look at the profile. See what the person’s credentials are or what he or she has done in the past. You can tell a lot about a person with a couple of clicks.

The proof is in the pudding
On the Internet people can claim to be a writers, designers, social media specialists, web designers, or business advisors. Heck, some people even claim to be 16-year-old girls but turn out to be 50-year-old men. It’s up to you to know for sure with whom you are dealing. Ask to see a portfolio of work or references from previous clients. If the only thing a supposed marketing guru has ever marketed is the marketing of his or her own marketing guru-ness, then beware. You be the judge.

You get what you pay for
To a certain degree, this statement is absolutely true. It’s not necessarily true that the more expensive someone is, the better, but I can guarantee you that anyone who is willing to write some copy for you for $20, design a logo for you on spec, or suggest a tag line for your business for free on LinkedIn is not going to be providing you with great results. Pay fast food salary (or no salary at all) and you’re guaranteed to get work at the caliber of a squished hamburger and floppy fries or less. Do a little research to find out what the going rate is for high quality work and negotiate from there.

Size doesn’t always matter
With crafty methods of getting more followers on Twitter, don’t always think that the more followers someone has guarantees a higher level of expertise. I actually get the opposite feeling sometimes when someone has an exorbitant number of followers…it makes me think SPAM. Remember, Charles Manson had a lot of followers too.

Money, that’s what I want
Another red flag is the use and overuse of the dollar sign and images of piles of money on someone’s Twitter background, blog or website. If money is the primary concern of the message, then losing yours should be your primary concern.

Finding great talented people to accomplish what you need help with is actually pretty simple. When you are looking to hire someone to work on a project for you, use common sense. Do your homework, understand the going rate and maybe most importantly, trust your instincts.

There was a recent discussion on Copyblogger, about the importance of spreading the word when you have an idea. The point of the article basically was that instead of hoarding your great ideas in a file on your computer, you should share them with anyone who will listen to spread the word. An argument arose when I piped in that BEFORE you let anyone in on your idea (assuming it is in actuality, a great one) you should protect it with a patent application, a trademark, a copyright, or at least a nondisclosure agreement. It quickly became clear to me that that the distrust of lawyers is so strong in some people that they would rather risk making their ideas vulnerable to thieves out in the marketplace than trust a lawyer to protect them. I am going to put myself out on a limb here and jump on the lawyers bandwagon for a change and suggest that exposing your ideas without any protection is a dangerous road to travel. I know, I’ve been there.

I have a great deal of gratitude to and respect for several lawyers that I have had the pleasure to work with. In my previous business venture, which involved products with unique patentable features, trademarkable names and slogans, and numerous negotiations and contracts, our company would have been left extremely vulnerable had we had not protected the IP assets that we created. On more than one occasion, the legal protection that we had the wherewithal to put in place thwarted would-be thieves.

Intellectual property is a key asset that adds tremendous value to a company’s worth. Protecting it, therefore can be essential to a company’s success or failure. Here’s why:

Try getting backers to invest in your company if you don’t hold or own trademarks or patents on the products that you produce or on your business model. A business that holds intellectual property is a much more enticing investment proposition than a business that doesn’t hold any IP.

Try attempting to confront another company that is knocking off your idea without any IP ownership. There is nothing worse than having a unique idea, watching it being ripped off, and having no legal recourse to prevent or remedy it, because you neglected to protect it.

Try selling something that is not unique in the marketplace.The lack of proper IP protection also has the potential to devalue your brand in the consumer’s eye. Having a patentable idea which turns into a unique product is a lot easier to sell in the marketplace than something that offers no innovation. Holding a patent or trademark on something instantly adds value because it says that your product, business method, name, idea, or slogan was unique enough to achieve protection. Innovation sells.

Try pitching your idea to an existing business to invite collaboration or licensing. Most reputable businesses don’t want to hear your ideas unless they are protected for fear that they might already have something in their pipeline that is similar. Other not-so-reputable businesses are on the lookout for eager suckers who will unwittingly hand over their ideas. Invent it, protect it, then go talk to people. (A great movie on this subject is Flash of Genius)

I am a true believer and practitioner of the power of word of mouth marketing, creative collaboration and brainstorming, but I always proceed with caution before letting the cat out of the bag. I fear potential thievery in marketplace (and spiders) much more than I fear lawyers.

Domino’s Pizza has recently launched a new TV ad campaign which not only announces attempts to improve the quality of their pizzas, but incorporates the negative feedback from consumers about their product. Now, I know that transparency, listening to your customers, engaging with them and responding to their needs and complaints head on is the hip thing for big business to do in this age of social media interaction, but the fact that Domino’s Pizza tastes awful is not really a new revelation.

The thing that kills me here is that this piece was presumably shot in a test kitchen somewhere deep in the bowels of Domino’s corporate headquarters in Michigan. This kitchen is teeming with chefs in white garb scurrying around doing their important work of trying to make Domino’s pizza taste good. Is this test kitchen something new? Do these chefs not have taste buds? Have they never taken a bite of their own product? I find it ridiculous that Domino’s is presenting this bad food issue as a revelation. “Shocking,” as the head chef says. What I find shocking is that a trained chef is so shocked that people think their pizza tastes bad, and that they needed a focus group to figure that out. This campaign, instead of instilling confidence in their abilities, demonstrates just how clueless they are about food.

This company has been around since the late ’60s. It’s common knowledge on the street that Domino’s Pizza isn’t bought for its great taste. The reason people buy it in spite of its lackluster taste, is because it’s convenient, fast and cheap. That’s what they have established as the Domino’s brand. For years the message was all about the price and the speed at which your pizza would arrive at your door. There have been several traffic accidents with personal injury and death to drive that fact home. Domino’s has created a fast food pizza chain, not a gourmet pizza chain, and if the intent is to reinvent the brand now, then I think they have a nearly impossible challenge. It may be a little too late to try to convince consumers that Domino’s is anything more than a cheap greasy pizza that will be delivered to their homes quickly.

The irony here is that the premise of the campaign seems to be that consumers are supposed to feel good that Domino’s cares what they have to say, but if they made good pizza to begin with, then there would be no point to the campaign. Adding garlic and herbs to the sauce, earth shattering! Brushing the crust with olive oil, genius! Using aromatic cheese, innovative! Pizza is pretty basic: good dough, good sauce, good cheese, fresh toppings and some herbs = good pizza. This isn’t rocket science, just common sense: If you make food, then it should taste good.

The big lesson here for a business, whatever it is, should be that it should be the best it can be from the get go. Know what your mission is, know what your priorities and goals are and create your business model to achieve those goals, and yes, make sure your product is good. Understand the brand that you want to build, because once it’s built, it’s pretty difficult to change gears and turn it into something different. There is a learning curve when building brands and along the way adjustments need to be made, but there’s no excuse for waiting nearly 50 years to realize that your product stinks. If this truly was a concern for the brand, then action should have and would have been taken long ago. The priority for the brand clearly has always been low price and fast delivery.

Although some people seem to be lauding Domino’s for their new candid approach to quality control, they have not converted me. I don’t believe that the “chefs,” given their shock, have the ability to know the difference between good and bad, and I don’t understand why it took a food company so long to figure out that their food doesn’t taste good. Instead of creating confidence in the brand, it demonstrates their lack of understanding of their own market and their own products. It will be interesting to see if they can convert the masses on this one.

What to tweet or what not to tweet, the rules of behavior and usage for Twitter abound on the internet. Most humans desire some rules to live by, whether it’s through religion, government, family, workplace, or self imposed ethics, most people get a certain level of comfort from knowing the parameters within which they should or are expected to operate. The problem with trying to apply rules to Twitter use is that everyone is inventing their own rules as they go to suit their own needs. Like it or not, Twitter is like the old wild west and like those days, it is a bit of a free-for-all.

I started writing this post to express my opinion about such things as ghost tweeting, sponsored tweets and spammers. Then I thought about it a bit more and realized that I’d just be contributing to the already incredibly long list of posts about Twitter do’s and don’ts (this one I thought was particularly amusing). There are a myriad of ways to use or not use Twitter and a matching number of viewpoints about which is “right” and which is “wrong.”

There are people who use Twitter to write books one tweet at a time, people who use it to link to naked pictures of themselves, people who use it for customer service, for marketing, for shameless self promotion, for entertainment, enlightenment or inspiration, for posting affiliate links in the hope of making some cash, for posting random thoughts, or for posing as someone else. Whatever the use, whatever the motivation, no matter how many people scream “that’s wrong,” the same number will scream “says who?” When there are no rules, people will make them up as they go or some will not operate under any rules at all. So one of my resolutions for the new year is to try to stop being so irritated by those that are not using Twitter to my liking. I will simply do what they did in the wild west and in a blink of an eye I’ll take my gun out of its holster, aim, and fire directly at the block button.

Image courtesy of www.PDImages.com

Just wanted to post a message to all those who have been reading, commenting and connecting with me over the past months since I started this blog. I really do appreciate you stopping by, reading, re-tweeting, subscribing and joining in on the conversation. Watching my readership grow, conversing with you, and connecting has meant a lot to me. I hope that you have found reading what I have to say helpful, interesting or at least entertaining in some way.

For those of you who celebrate Christmas, may it be merry. And for all of you, I wish you peace, good health and much happiness in the coming year.

Happy holidays, my friends.

Cheers,

Cheryl

A similar question was recently posed in an online discussion. Some people answered this question quickly by saying that ideas are worth absolutely nothing until someone puts money down on the table for them. I wholeheartedly disagree. Value is not just about dollars and cents. Value can be about potential – for change, innovation, meaning, emotion, function, or design. Even in the context of business, these elements, especially in today’s economy are the keys to business success. It’s the businesses that understand that, the ones that have the intuition and sense to see and believe in that potential, that will be the ones that move on to create the future in business world.

In Daniel Pink’s book, A Whole New Mind, he states his theory that right brainers will rule the future in business. Pink argues that outsourcing (finding manufacturing overseas for cheaper production) and automation and computerization (replacing the information based knowledge workers) are forcing the Information Age to give way to a new Conceptual Age that values creativity, innovation and inventiveness. Ironically, it’s those intangible things like ideas that cannot be replicated or automated, that will give a business its greatest value.

Every business starts with an idea. It can be an epiphany that wakes you up in the middle of the night. It can be inspired by something you see or hear. It can be born from a desire to try to do something better than how it’s been done before, or to invent something that never existed before. But how do you know when an idea is just an idea or when that spark is something that has potential to be big and worth turning it into a business? Oftentimes, that’s where the strength of the conceptual side of the brain kicks in. Studies, focus groups, and market research can play a role, but if an idea is so innovative that there’s nothing to compare it to, then research results may not reflect an idea’s full potential for success. Likewise, if a business relies too heavily on consumer input, especially with a highly innovative idea, the results may be the same. Consumers know what they have seen before. They are not innovators, they are consumers.

In the early 1970’s Xerox created the Alto, considered by many to be the first PC for desktop use. Unfortunately for Xerox, they lacked the vision to see the full potential and the ability to innovate quickly enough to bring it to market.

They were left in the dust when in 1979 Apple Computer’s Steve Jobs visited Xerox and was said to have taken inspiration from their innovation and in turn incorporated similar technologies into the MacIntosh. So when answering the question of the value of an idea, just ask yourself what that idea was worth to Apple. The rest is history.

Every year about this time since 2000, the Jim Carrey/Ron Howard interpretation of How the Grinch Stole Christmas rears it’s ugly head. It’s dark, it’s loud and there are words and images in it that Dr. Seuss would never have used. I’ve heard it referred to as an interpretation geared for today’s kids, and unfortunately, it is probably true that some very young children will associate this 2000 Hollywood version of the story as THE version of the story. I am a brand purist and this movie is a prime example of how to ruin a perfect brand.

When Theodor Gisel (aka Dr. Seuss) was alive, he fought off movie companies knocking at his door to buy the rights to a variety of his classic books. He always said no, with the exception of when his respected friend Chuck Jones convinced him to let him take a stab at producing and animated version of How the Grinch Stole Christmas. But Gisel knew and respected Chuck Jones and worked closely with him on the production to assure the integrity of the Dr. Seuss brand, message and style remained intact, and Jones was committed to making sure it was done right. The end result is a testimony to their commitment to retaining the true essence of the story, the characters and the feel of the book. This original 1966 Boris Karloff/Chuck Jones version is perfect, timeless and tells the story completely in the words that were written by and in the illustrative style of Dr. Seuss. It indeed has become a timeless classic.

But after Gisel died, his widow started signing away the movie rights to her dead husband’s life work, and in turn, bringing in millions from the deals. With one swipe of her jewel encrusted pen, his widow dismissed the value and meaning of all that her husband had worked to protect for his entire working life. Money won over substance, ironically contradicting the very meaning that the story of the Grinch conveyed.

Some things shouldn’t be messed with. Some things can’t be improved, especially those that offer originality and innovation. Making something a commercial blockbuster will most likely mean those unique elements that made it special in the first place are scraped away and replaced with bells, whistles, fireballs, predictability, maybe some cleavage, and lots and lots of toys and licensed products that will be on the shelf for way too long.

I am perhaps idealistic when it comes to brands. I am always a believer in the longevity of building a pure brand, one that may take a bit longer to create, rather than the quick rise of commercialized garbage to make a fast buck. Just because something may make lots of money fast, it doesn’t mean it’s the right thing to do for the long term value of a brand.

In this multimedia world of promotion, there’s a lot of competition out there. More and more businesses are all elbowing each other for prime coverage in a limited number of promotional slots. Just sending out an informative press release isn’t good enough anymore. It’s noisy out there. Editors are scanning piles of releases and completely ignoring most. Here are a few key tips on how to put the right bait on your hook to get your business noticed and to help secure the coverage you desire.

Give it a catchy title
Catchy, not “Company X announces the launch of their new line for Fall.” Boring. Sorry that one will end up in the trash. Flip through the publications that you are pitching and get a sense of their language. Write the title for them in their style. Use metaphor, humor or other elements of language to catch the immediate attention of the reader.

Customize it
There’s nothing worse than mass produced press releases that are not targeted to anyone in particular, just “the press.” Draft a general release, but tweak it a bit depending on the publication that is being pitched. Say something that speaks to the recipient, do a little research and know what they are looking for. This takes more time and work, but results will be greater if your release is tailored to appeal specifically to the recipient.

Channel an editor when writing
Write your release like a journalist rather than an ad agency. You need to tell a story. But it isn’t just about a telling story; it’s about how you tell a story: the hook. Write the story with the intent to make the job of the editor easier and to grab their attention. Hand the story and the telling of the story to them on a silver platter and your business will get the coverage that you desire, and the editor will be a hero for coming up with a great story, your story.

Give it some emotion
It’s true that the best press releases are the ones that have all the elements of a great article. The worst ones read like a blurb in a catalog. If it’s too hard for the recipient to make a story out of it, they won’t get past the first sentence. Find the emotion behind what you are pitching and let it out. Use stories with humor, empathy, courage, sacrifice, passion or innovation to entice an editor into connecting with your business.

Relate it to the big picture
Connect your story to something bigger – relate it to something going on in the world at large. Don’t be too self-centered. You may think you have the best widget on the market, but not everyone will. Make it relatable to the big world.

Give it some personality
Add a couple of meaningful quotes from key players that show the personality, the heritage or the philosophy of your brand to add richness to the writing. Let the image that you want to create for your business shine through.

Give up ownership
There have been numerous occasions when I have seen copy from my press release reproduced verbatim in publications with someone else’s byline underneath the title. Although I may have had a momentary mind blip thinking, “Hey, I wrote that, not them,” I quickly snap out of it and realize that there was no better result that could have happened. They wrote exactly what I wanted them to write, sending my message for the brand that I am representing out there to the right audience. No chance of misinformation, misinterpretation or misquoting this time. There’s often not a whole heck of a lot that you can control when the writing about your brand is put into the hands of a magazine editor. If you write your release well, that problem will be solved for you.

Write it so your grandmother could read it
Literally. Don’t use tiny type. Don’t single space it. Boil it down and edit it. Then re-edit it. Think about how your release looks, not just how it reads. Make it visually easy to look at. No one will read a lengthy catalog blurb that you need a magnifying glass to see.

Hire a professional
Most everyone can type, but not everyone can write. There is a craft to effective writing and an art to knowing how to compose a press release to get a business noticed. Sometimes if you are too close to something, it’s hard to see what’s right in front of you. If you are struggling with getting attention for your business, then hire a professional to help you get off the ground. (And oh, by the way, I can help with that ☺)

Brand building and the return on the investment it takes to build a brand are, to a great degree, difficult things to measure. They can be a bit elusive and hard to define. The measurement involves participation in and understanding of a process that takes place over time, utilizing and considering numerous variables and methods to create a sense of familiarity, awareness and trust in a product or brand name. *Note the phrase “over time.”

There are some seemingly lucky dogs that hit on an overnight success, but those instances are rare, and most often only have the appearance of overnight success. The behind the scenes relentless messaging, marketing, PR, promotion and brand building work that takes place is usually not visible to the naked eye. And it really shouldn’t be.

Patience is key here. Focusing too heavily on tangible and quick ROI, dollar for dollar is futile. Investing in a promotional campaign that sends traffic to your site, starts people talking on the internet and elsewhere about your brand, increasing your Google ranking, getting your brand more attention from other media and other venues, though it may not seem like a strong dollar for dollar return, one has to consider what awareness is worth. When does the dollar return come from a promotional investment? Maybe not for months or even longer. What will greater brand awareness lead to? Customer trust and loyalty, new business, and more sales, but it most likely will not be right away. To expect to pay a dollar for promotional work and the next day get two dollars back is unrealistic, but that oftentimes is the expectation when a client asks about ROI.

Data is useful, no doubt about that, but data can be deceiving. If a promotional campaign does not immediately and directly produce sales, but does drive traffic and produce positive awareness, is that considered to be a poor return on investment? I would argue that ROI doesn’t necessarily have to translate directly to dollars out vs. dollars back in. The return may not come in ways that can easily be counted. The return can come in ways that are impossible to measure. It can come from a positive consumer feeling about and recognition of a brand, trust in a product, understanding of and connection to what the brand stands for and what a company is all about. All of that has to come before many consumers will be willing to spend one penny to buy. How do you measure and value the various elements of ROI?