Had a client share a story today about advice he recieved from Donny Deutsch...apparently Donny told him "Don't be afraid to suck!"
Could there be greater advice in a world where playing it safe seems to be the norm?
......how can you resuscitate your film and video campaigns? In this world of visual overload, how do you make your message stand out? How do you make your video messages DVR proof?
The answer is simple, if your 'advertisement' becomes the 'content', customers will not only WATCH it, they will TUNE in for it....customers seeking out your messages versus you seeking out your customers...its happened on the web, and TV is not far behind....
I took a new job this past summer...actually I see it as a new opportunity. I accepted the position and it moved me to Dallas ...i am a Senior Producer for Frozen Fire Films....what exactly that means I am not sure, I work in an industry that loves titles and though somewhere in L.A. they probably mean something here in 'every town' USA they all mean man of many hats.
So i am going to try my blog best to be better in 08 and 09 as to posting - I have to be better. In fact today on our company blog, I wrote about just this thing - committment to your career choices and the work that comes along with it. I will be continue sharing my view on the everyday things around me in regards to the industry of TV, marketing, customer service and branding.
So thus begins the new "vintage" if you will of Cabernet Logic - The Dallas Edition. See you at a Cowboys Game!
Yesterday Kenny Chesney hosted a free concert for spring breakers...yup, free, no strings attached. They called the club, asked permission to perform free for up to 4 hours and that's it...a great experience for everyone involved.
With all the free talk around the web lately, I started thinking here is an artist that finally gets it - whether his label, his management or him personally - THEY GET IT...
...until the third song. The third song is the one where Kenny reached out and requested a video camera from a group in the crowd that had used it during the first few songs. The song before, Kenny had used a fan's still camera on stage, so the video camera's owner gladly handed over her camera for the most unforgettable Spring Break memories...
...oddly enough Kenny did not turn the camera on, he actually continued singing and fiddled with it until he got the tape door to open. Once opened, he popped the tape out, put it in his pocket, continued singing the song and casually handed the fan her camera back...the tape in question was then tossed over to his tour manager who shoved it in his pocket with a scowl. No explanation, no apology...no THANKS!
...I am wondering, why offer yourself free...why represent that you finally get it and that giving it away is a great starting point. That tape would have started conversations, would have sold CDs and would have been part of a story for years to come...now Kenny will be part of a story alright, one of a bitter ex-fan!
Irony is that everyone rolled video on their phones and still cameras. Think someone should point out to Kenny that a "still" camera like the Powershot can actually record minutes of vid in high-def? Saying one message and living the other...
This past month i was traveling on the east coast of Florida. I had asked several people in town what was happening on that Thursday evening and the answer I kept getting back was "Oh, its flip for your drink night at the La Quinta Bar..."
After several recommendations, I headed that way, ordered up a beer, and the bartender yelled over the crowd, "Heads or Tails?" I call "Heads" the coin lands on "Heads" and bartender hand me my beer and thanks me. No strings, no gimmicks, just walks away.
Second round, I call the "heads" again and viola, two free beers in a matter of 10 minutes...I look around see that its beers, cocktails, and wine; every beverage being ordered is having its price fate determined by a coin toss...
Brilliant! The place was packed, the town was a buzz about the promotion, and all 4 people who suggested I head that way eventually turned up as well - both locals and tourists loved the excitement of this 50/50 shot at something free. Interestingly enough, I found myself almost hoping to lose after 3 wins - guilty?!?
So simple, so viral, so successful!
...after a long break Cabernet Logic will be coming back online with views and observations regarding customer service and how to treat one's customers.
Look for postings to begin this week....
Showing up at the noon hour for lunch on a Sunday, I expected to wait for a table at a new place in town. What I did not expect was that after waiting about 30 minutes, a group of 4 that showed up 20 minutes after us(us being a party of 2) got their name called and proceeded to sit down.
I approached the hostess and explained that I am certain we had been there much longer and she explained, "They were a party of four and we have been told to sit only 3 or 4 tops at table of 4." So in this small restaurant, they had crammed as many 4 top tables into their space leaving only 3 two tops...which apparently the long list of deuces were to wait for.
I asked to speak to a manager and she went on to explain that it "is best for the kitchen that they maximize the seating at the tables."
"Its best for the kitchen that they quit running customers off" I commented as I walked out the door.
Do your managers get so caught up in 'trying to be the model of efficiency' that they do not look at the bigger picture of the experience?
McDonald's in the 80s used to be twice as fast, they cooked 100s of burgers, sat them in the window and then served old crusty product...BUT they served it fast...why do you think they have switched to their new process of nearly cooking to order?
A customer is always willing to wait a hair longer for a better experience? Is your organization fast? Is it good?
How can you accomplish both?
Following up on Monday's Part 1, here was another customer experience disappointment from this past Sunday.
My wife and I headed into one of our favorite pizza places on the strip. This place has never been fast but we were in no rush so we figured what the heck. Well, an hour and a half later we still had not gotten our two subs - we didn't dare order pizza knowing the size of their oven.
I half complained, half joked with the GM and she honestly said, "We're really sorry, you know this time of year is not a good one for the locals to be going out...we've been backed up all week long."
I should note that there were only about 15 tables in the place - about 5 more than usual - and everyone was a bit miffed by the slow drink and food times. I was okay with it until she made that comment. She said it best, they know its going to be busy, why not hire more help? If acknowledging the poor service, why not offer a free cocktail or discount on the food? To simply accept it as fact and move forward makes me feel as if the business does not care one bit about the people that help them stay in business once the tourists go home. I did not want special treatment as a local, I simply wanted acceptable treatment as a customer!
Does your organization accept failure and advise your customers to avoid them, or does it take steps to correct the situation? Are you so happy to get new customers that you will alienate old ones in the process?
Similar to Monday's post, a good business must commit to consistent hours and consistent service - one day the tourists go home, and you better hope to have won over the locals/regulars!
For those reading along, here is a six-pack of reading from around the net:
1. Some say the adult film industry drove the home technology boom, so why not jump on the bandwagon with Wise Camel's "10 Sales and Marketing Tips I Learned from Strippers."
2. An amusing anecdote from Andy on taking personalization a little too far...WHAT?!? You have to be sincere and accurate with your contacts...seems like a lot of work. (sarcasm) While over at Andy's site, check out this posted gem that should remind everyone, "You never know which random person is going to talk to another, or which path leads to your next opportunity." As always a hat tip to Andy for great reading.
4. Some wonderful financial reading from Get Rich Slowly. Its actually a summary of their best stuff from June but it was too hard to choose just one article. Enjoy them and enjoy the success they help you create....START your ROTH!
6. ...and the news of the weird and wacky both come from AdFreak.com: For weird, how about the Oscar Mayer Wienermobile getting pulled over AND for wild, wacky and slightly wrong, check out this AD, I think its for a chicken place down under. (Click here for the YouTube Video)
Here is a quick read from Get Rich Slowly...no wisdom, no business advice; just a great story about kids and their excitement with the world around them...
PS - read the comments as they are as entertaining as the article.
There are certain things I accept living in a "tourist" town - seasonal service, seasonal pricing and seasonal hours.
Of the 3, I think I can understand the hours the most, a business cannot stay open every night until midnight even in the winter months when there are few locals heading out for a late night burger....
...BUT yesterday i saw a sign in front of a fast food restaurant that read "Open until midnight and sometimes later!" Also yesterday I found this posted out front of my favorite ice cream shop: "Open 1PM until..."
"Gee honey, I am starving, I saw that place on the strip that might be open, let's load into the car and head out there on a gamble!" or imagine piling your 5 kids in the car and driving across the beach to find it was a slow night at the ice cream parlor and they closed shop at 8PM....
Just because some of your processes may be seasonal or exceptions to your norm, you still owe it to your customer to be consistent. How can you expect to build a base of supporters when you clearly cannot commit to their experience.
Does your business leave too much ambiguity in your customer's mind? How can you help clear up the confusion, you'd be surprised at how easy that answer often is.
I called a local restaurant today to find out about the starting time of a monthly promotion. Normally, when the phone gets answered I click '0' to be sent to a voice right a way, but today for some reason i took a listen, and here were my choices: (Phone System prompts are in bold)
1. For take out dial ext. ##
Standard, first choice, makes sense, certainly hours and times are up soon...
2. For a manager contact the hostess stand.
I don't really want to bother a manager for the location and times, they must be coming up soon...
3. For accounts payable please dial ###-###-####
HUH?! Accounts payable?!? All I want to know are the hours of the restaurant!!!
4. For human resources dial ext. ##
WAIT, I don't want a job, I just want to know where you are located!
5. For large parties, groups of 10 and special events within 3 days dial ext. ##
I don't even know where you are yet, how can i plan an event there....
6. For any other reservation further out than 3 days please dial ###-###-####
Setting aside the fact that I still have not gotten the hours or location, I HAVE TO DIAL ANOTHER NUMBER TO MAKE RESERVATIONS?!
7. To listen to these choices again please dial ##
ARGH! When are you open? What time do you close? Where are you?
8. -----(name) is open for lunch and dinner on the beautiful waters of...
In addition to all of this...no mention of the special event and no human interaction at this point.
When people call into your restaurant or business, does it feel like calling they're calling a credit card company or do they get a warm welcome that most people associate with a welcoming meal?
A lot of things can be automated in this world and there is a place for much of it, but taking the human touch out of the hospitality business will often take the customers away as well.
A lot of people in the industry of marketing and advertising spend a lot of time dreaming of the next "big campaign!" An angle, a gimmick, a icon to put their product or brand out into everyone's mind and everyone's word of mouth.
I am not a big 'cute animals on the internet' fan or even a 'cat blog' supporter, but let this youtube video remind everyone that EMOTIONS still drive a lot of popularity. Over 7 MILLION views of two otters holding hands...7 million views!?!
In the background you hear women, men and kids all commenting on the 'cuteness' - talk about a nice demographic spread.
Are your marketing efforts screaming at your consumers with flash and POW or are they connecting with their emotions and needs?