The BV Blog

Good marketing advice is like a quality food ingredient — there are lots of ways to use it in any “menu” of service. Take this tidbit that comes to us from Roy Bergold in his column on Fooodservice.Com. The topic — how to increase sales at your restaurant:

It’s called Path of Least Resistance, or POLR. Always think POLR. Look for the easiest way to raise sales. Harvest the tree from the bottom. Do it the smart way.

With POLR in mind, turn your attention to your current customers. After all, they already come to you. They will be easier to get one more visit from. But how? Talk to them, find out what they want.

Usually it’s rewards or excitement. Rewards could be anything from a free coffee once in a while to a frequent-dining club. Maybe they have never tried your breakfast; they only come for lunch. Maybe they only come during the week and never thought to come on the weekend. After all, we are creatures of habit. Give them a reason to amend their habits.

OK, maybe you don’t serve food, but you probably have customers or clients who can do more business with you. Use Ray’s advice to talk to them and find out what they want. And give them a reason to change their habits. Need more advice on battling a business slump? Here are questions that may lead you to the answers you need.

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People who own DVRs (Digital Video Recorders) and access television programming online watch fewer commercials. A lot fewer, according to an Adweek article by Brian Morrissey:

“The TV industry often touts the fact that DVR owners watch more TV than those with only ‘live’ programming. Yet DVR viewers frequently skip the commercials. Over 50 percent of respondents said they ‘always’ fast-forward through commercials, and another 36 percent said they skip them at least three-quarters of the time. Fully 85 percent of respondents said they watch fewer commercials since they got their DVRs.”

Traditional radio is struggling with the same problem. Satellite radio and music services, along with the iPod and similar devices, have made it much easier for listeners to actively avoid, not just radio advertising, but its programming as well.

These examples serve as another argument for intensifying the focus of your marketing messages on existing customers. Concentrate your marketing efforts on an audience that’s more open to what you have to say, not those trying to avoid your message. Those folks already in your database don’t need to be convinced that you’re a fine, upstanding company. They already know it.

Chances are good, though, they don’t know everything you can do for them. So work to educate them about all that you offer with the intent of increasing customer share, not market share. You can do this easily with On Hold Marketing, TeleGreeting and Point-Of-Purchase Audio. These tools allow you to communicate cost-effectively with your captive audiences - those that can’t change channels or fast forward: your callers on hold and the shoppers in your store.

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Do you remember when you were growing up and your parents used the old adage “honesty is the best policy?” And when you told the truth you were thanked for your honesty, but punished for the bad deed that you had to be honest about?

Well, times have changed a bit. Honesty is still the best policy, but in business it’s how you deliver the truth that counts.

The Get to the Point newsletter I receive daily from Marketing Profs pointed me to a favorite blog, The Church of the Customer. In an April posting, Jackie Huba tells a great story about honesty and customer relations from clothing retailer J. Crew.

Our office recently held a seminar on the Language of Commitment, presented by Molloy Business Development. Our speaker was an inter-personal communications guru, and he had a great communications philosophy– Truth over Harmony.

It’s the same philosophy Huba’s salesperson had when she told her the dress made her hips look big.

When you’re faced with a decision to placate a client or customer and keep the peace, or tell them what you really think and risk hurting their feelings, go with the latter.

It’s never easy to tell someone their clothes aren’t flattering or that their ideas aren’t good, but when it comes to customer service, it’s necessary to rip off the band-aid. The next step is to offer a way to make things better, either by suggesting a new outfit or a better idea.

The truth might sting a little, but your honesty will be appreciated and respected, and you’ll have earned a customer for life.

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We’ve just updated the “Humor On Hold” page of our website. Take a listen to some of the ways we’ve kept callers entertained recently.

And while you’re there, let us know what you think of using humor to brand your company, shorten your callers’ perceived hold times, and improve their on hold experience. Our “YourVoice” poll is at the bottom of the page.

Here are a few recent quotes on the subject from BusinessVoice clients:

“Having humorous on hold messaging has been a benefit to Kellermeyer. Our callers really enjoy being on hold. In fact, some have asked to be put back on hold to finish listening. Our customers are aware that we change our messages quarterly and they make comments about each quarter’s new messages. Also, by focusing on products that are big movers during a specific timeframe, such as ice melt in the winter, customers add on to their orders.” - Jill Kegler / President, Kellermeyer Company

“We at Amazing Space, Inc. would like to pass along our appreciation for an excellent job in producing and delivering our on-hold messaging. We had asked for something very clever, unique, and fun, and your team came through with flying colors on the first shot. And the turnaround time on all aspects of the project exceeded our expectations. Daily we get compliments on the production from customers calling in, and it definitely contributes to Amazing Space’s brand development. Thanks again.” - Dave Parrish / President, Amazing Space

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One of our clients is very happy with the results of a recent Point-Of-Purchase Audio Marketing test we conducted. Read the mini-case study here. While the number of units sold is smaller, the increase in sales during our measured P-O-P campaign is dramatic.

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The marketing industry as a whole can be an unfriendly place. Shops are criticized for decisions on spokespeople, underlying messages, and judgements are made within seconds by the public. But after reading this article in AdAge concerning Georgi Vodka’s clamoring for former Governor Spitzer’s call girl’s “butt,” I can’t help but feel those same negative feelings.

While this is not nearly as repulsive as the capitalization on tragedy that we saw with purchasing Internet key words in relation to the Virginia Tech shootings to boost website traffic, it certainly doesn’t bode well for us. Pushing the envelope is one thing; getting folks to think outside the box is evolutionary; but toying with the idea of launching a Vodka Brand titled “No. 9″ after Spitzer’s designation by the call-girl service? Putting a twenty-something escort who has come to be associated with lies and betrayal in the American political scene on the back of buses and tops of taxis? That’s low.

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After 105 years, Miller Brewing Company is breathing new life into their original bubbly pilsner. The Milwaukee brewer recently launched Miller High Life Extras, a points-based loyalty program that rewards those who are “livin’ the high life.”

It’s simple. Just buy a specially marked 12 or 30-pack of Miller High Life, or Miller High Life Light, if you’re watching your figure. Each bottle or can is worth 10 points, which then can be redeemed with the click of a button at MillerHighLife.com. Proving once again that loyalty and enjoyment go hand-in-hand.

First put on the market in 1903, Miller High Life, also known as “The Champagne of Beers,” is Miller Brewing’s oldest and perhaps most dormant brand in the family. But over the last few years, High Life has more than doubled their advertising budget and enlisted the help of a quirky, down-to-earth delivery truck driver. And it’s produced results: shipments increased to just over 5 million barrels by the end of 2007.

With the huge push behind Miller High Life Extras, one can’t help but remember the enormous (and still ongoing) success of the 1996 launch of PepsiCo’s “Pepsi Points” promotion strategy.

While the Miller Merchandise doesn’t include multimedia prizes like MP3s, the rewards range from High Life screen savers (60 points) to branded fire pits (31,000 points). In between there’s a wardrobe to be earned, like deliveryman shirts and baseball caps. Unlike previous efforts in the beer industry, this promotion is running for a full-year. Maybe even longer.

Miller has done a phenomenal job in utilizing multiple facets of the marketing mix to revitalize an aging brand. The TV spots combined with the new loyalty program are hitting on two important consumer behavior points. Whereas advertising typically provides consumers a reason to buy, sales promotions offer consumers an incentive to buy. And a tangible giveaway, like a Miller High Life-branded fire pit, is a pretty good incentive. Consumers who may not have ever yearned to “live the high life” may want to at least try the brand now. And those who have a fiery brand loyalty to the bargain brew will be compelled to buy more, and buy often.

Miller High Life–aged 105 years and positioned as common sense in a bottle. But will consumers buy into it?

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I saw a commercial the other morning that really made me laugh. It’s a Titan Tire commercial, which if you you would like to have a hearty chuckle, you can view here. Just click on the “kimono” link.

It was funny to me because of the recent state America’s relationship to all things foreign. Funnier still was seeing rugged cowboy types accessorizing a lasso with a beret and pairing a pitchfork with a silky kimono.

I thought it expertly and humorously isolated what’s different about American manufactured products.

But it wasn’t particularly funny to an editor at Indiana State University’s student newspaper, The Statesman. Her reaction to the commerical was markedly different than mine. Read her editorial here.

This editorial offended a member of the the Terre Haute community, so much so that he responded with a letter to the editor defending the family that was attacked in the Opinions column and highlighting the lack of journalistic integrity on the part of the editor.

My point is two-fold. Firstly, what’s funny to some people may not be funny to other people; so un-funny that, as in this case, it is received as offensive and malignant. The lesson? Be cautious in your advertising, but don’t be afraid to push the envelope. If you’re too cautious, people may not have a negative reaction to your efforts, but they may not react at all.

Secondly, I came across this information only because I was searching the Internet high and low for a way to share this commercial with you. In the course of my search, I came across the editorial. Then I came across the response to it. Only then did I locate the commercial. The lesson? You can find almost anything on the Internet. Be smart about what you put out there, and about how you handle criticisms about what you put out there.

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In the February 18, 2008 issue of AdAge, Richard Rappaport laments that today’s advertising has gone to the dogs. And not the cute, furry ones that like to lick your face. He’s talking about the mean, vicious dogs that eat expensive shoes and chew up your new couch.

I’ve seen all the spots he eviscerates, and I must disagree. These spots aren’t malicious, snide or mean. They’re damn funny.

But that’s just my opinion. Decide for yourself.

Watch a few of the spots posted below, and then read the article linked here. Make sure you have your dictionary handy though. Rich’s sense of humor might be the size of a pea, but he has a very big vocabulary.

And if you like the funny stuff, check out the Humor On Hold section of our website.

FedEx Kinkos Office Meeting

FedEx China

Priceline Taser

Chevy Malibu Jogger

Suzuki XL7

Travelocity Gnome

Cadillac Features

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It was kinda’ backwards this year: the game was great but the commercials seemed a little flat.

Still, I had a couple of favorites, both from the Bud Light folks: “Endorsement” with Will Ferrell and “Breathe Fire.” (I predict Ferrell’s line - “Suck one” - will be the next great catchphrase to sweep the nation.)

You can see all the spots here on the Advertising Age website.

Which spot do you think was best and why? (Please show your work.)

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