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Self-Diagnosis Tool #5 – Marketing & Advertising

My favorite class segment in the Jackson Retail Success Academy was always the Marketing and Advertising Segment. One portion of that segment was dedicated to Media, Myths, and Money. We would discuss all the various forms of media and how/when to use them properly. We also discussed several myths about advertising. One of the biggest myths was this …

Advertising will fix your business.

No it won’t.

If your customer service sucks, advertising will only draw in more people to find that out and tell their friends to beware.

If your product selection sucks, advertising will only find you more disappointed and empty-handed customers.

If your market isn’t big enough to support your business, advertising will only drain your coffers faster, and hasten your demise.

That is why, of all the Diagnosis Tools, this one is last.

Abandoned Boat on the Pond by the House

Think of your business like a boat. Your Core Values are the hull and body of the boat. Your Market Potential is the size of the body of water. Customer Service is the driver of the boat. Inventory is the engine/oars. Advertising is the launching of the boat. Would you launch if you knew you had a leak, didn’t have a driver, or had an engine not working? Of course not.

You need to make sure your boat is rock solid and ready to go before you launch. (Check out Tool #1 Core Values, Tool #2 Market Potential, Tool #3 Customer Service, and Tool #4 Inventory Management if you think your boat has even the tiniest of leaks.)

Advertising will not fix your business, it will only speed up what was going to happen anyway. If your boat is leaking, advertising will just sink you faster.

DEFINE THE TERMS

First, let’s understand the difference between “Marketing” and “Advertising”. Marketing is everything you do to attract customers to your store. Advertising is a subset of Marketing. It is the paid marketing you do through a form of media.

MARKETING

Marketing includes your building, your signage, your front door, the “Open” sign on your building, the events, activities, and classes you hold inside and outside your building, the networking you do by joining clubs and being involved in your community, the free publicity your garner, etc.

One of the first steps in this self-diagnosis is to list all of the ways outside of Advertising that you are Marketing your store. For some ideas of different things you can do, check out the FREE eBook Main Street Marketing on a Shoestring Budget.

You should have a healthy list of ways you are marketing your business outside the realm of traditional advertising. Fortunately most of these ways cost more time than money. If you don’t have enough customers—the whole reason you’re marketing your business—then you should have the time.

Once you have that list, see which Core Values are evident in each activity. All of your Marketing efforts must be aligned with your Core Values to be most effective. If there is anything you are doing that doesn’t speak to your values, change it or drop it for something else.

ADVERTISING

The next thing to do is to look at your paid advertising through the same lens as your other Marketing efforts. Pull out all of the ads you ran last year. Look closely at the message you sent. Ask yourself these six questions …

  • Does it look or sound like an ad? Chances are good that it does. Did you know our brains are hard-wired to ignore advertising? Maybe you should create something that doesn’t look or sound like an ad to keep from being ignored.
  • Does it tell a story? Stories are more interesting, get people to pay attention, and are more memorable than facts and figures. Your ad needs to tell a story if you want it to work best.
  • Does it make only one point? The person seeing or hearing your ad will only remember one point at best, so only give her only one point to remember.
  • Does it speak to the heart? Emotions always trump logic. Always. What emotion does your ad invoke?
  • Does it speak to your tribe? Does it align with your Core Values? If you want to attract better customers, speak more directly to those people who share your values and ignore everyone else.
  • Does it make your customer the star? Ads about you will be ignored. Ads about your customer and what you can do to help her will gain her attention.

The message is more important than the media. Here is another big myth in Advertising …

You must reach the right people.

Nope, nope, nope, nope, nope. You can reach all the right people but if you don’t say the right thing, all is for naught. Also, everyone you reach is potentially the right person because even if they aren’t your customer, they know someone who is your customer.

It isn’t who you reach that matters. It is what you say to the people you reach.

Get the message right and everything else will follow.

(Note: to help you choose the right media for your business, go to the Advertising Media Reference Guide and check out your options.)

BUDGET

The last thing to check is your budget. How much should you spend on Marketing? Notice how I said Marketing, not Advertising? Part of your Marketing is your location. If you spend a lot in rent to be in a high-traffic area, you don’t have to advertise as much as the guy under the bridge on the wrong side of the tracks. The Cinnabon store at the airport doesn’t spend a penny on Advertising. He just bought a fan to blow that cinnamony goodness out into the terminal. That’s his Marketing Budget.

There are many formulas for calculating a budget. The one I like best came from Roy H. Williams, aka The Wizard of Ads. He suggests you take 10-12% of your Gross Sales as your “Total Exposure” budget. Then multiply that by your Percent Markup (this is different than Profit Margin – the formula looks like this Percent Markup = (Gross Sales – COGS)/COGS) to adjust for your pricing and profit. Then subtract your rent from that number to find out what you should spend on Advertising.

For many businesses, however, that leaves a budget close to zero as rent is often 10-12% of your budget.

I will tell you to push that upper limit to 15% of Gross Sales, but only if you can find that money without taking it out of Payroll. If push comes to shove, Great Customer Service is always more important than Advertising. It is what drives your boat.

-Phil Wrzesinski
www.PhilsForum.com

PS There you go … Five tools for evaluating your business to see where you need to improve as you sail into 2019. Take a critical look at all five in order and you’ll find your silver bullet for success. If you don’t think you can be those critical eyes because you are too busy trying to drive the boat yourself, call me. I’ll come do an analysis of your boat using all the criteria in these five Tools and show you where the boat needs work.

The Thirty Questions to Find Your “Silver Bullet”

I got suckered in once. Long before the phrase “fake news” came into existence, back in the days when Norton and MacAfee were the only names in anti-virus protection, my computer started slowing down.

Then up popped an ad for a free diagnostic test of my computer, guaranteed to clean it up and take it to speeds the factory settings never could. I downloaded it and immediately all these warnings came flashing on the screen telling me I was infected and needed to download this fancy, official-sounding fix right away before I lost critical data.

Yeah, you can probably guess the rest.

I took the computer to a local shop who cleaned several viruses and Trojans off the hard drive and got me back to my normal, plodding, limited-by-my-service-provider-not-my-computer speeds.

We’re all looking for that quick-fix, aren’t we? That guaranteed, take-you-to-the-next-level tool that will transform your business? That’s why scams like that computer virus one worked so well. We all keep thinking there is that one silver bullet we’re missing that will make all our ills go away.

Here is where I’m supposed to tell you there isn’t a silver bullet. Eat less and exercise more, right?

The truth is there is a silver bullet. And a bronze one. And a gold one. And a titanium-plated, platinum-infused, diamond-encrusted, gold-leafed, emerald-cut, space-aged aluminum, time-released-capsule one.

The problem is that every business needs a different bullet. In retail there is no one-size-fits-all bullet.

You might be struggling with cash flow while your neighbor down the street needs help with a better marketing message. The store on the next block has a customer service problem, while the store across the street is in a market with too many competitors.

What retailers really need is a good diagnostic tool to help you identify the true problem(s). Unfortunately your business isn’t like an automobile where you can plug it in and see what’s wrong.

You can hire a consultant, but unless they have a background in understanding independent retail, they might not be able to diagnose your true problem either. You can try to do it yourself (I gave you a few Measuring Cups to use in an earlier post), but it is often hard to read the label from inside the bottle.

Since I am the DIY guy of retail, though, I want to show you the approach I would take to diagnose where your business needs work so that maybe you can find the demon holding you back. If you were to hire me, I would look at your business in this order …

  1. Core Values – Is your business aligned with your Values? If not, how and where can we change things?
  2. Market Potential – Where do you stand in your market? Who are your competitors? What is your share of the market? Is it shrinking or growing? What local factors influence your market presence?
  3. Customer Service – How much of your business is Repeat and Referral? How much training do your front line people have? What skills do they have? How well do they greet, meet, and interact with customers? How are their “closing” skills? What services do you provide? Do your services lean customer-friendly or business-friendly? Do you meet and exceed expectations?
  4. Inventory Management – How is your cash flow? What is your Profit Margin, Turn Ratio, Accounts-Payable-to-Inventory Ratio, Cash-to-Current Ratio, etc? What are the “must-haves” and how was your stock position on those items last year? Where is the fat that needs to be trimmed from the inventory? What systems do you use to keep from over-buying?
  5. Marketing & Advertising – What is your Marketing Message? Is it consistent across all platforms (including the in-store experience)? How can we make that message more powerful and effective? Where are you spending your marketing money? Are there cheaper, better alternatives for reaching the people you want to reach? Are there collaborations that make sense? Are you harnessing all the free publicity available to you?

Notice the order of things. Most businesses come to me saying they need help with their Marketing because they aren’t getting the traffic they want. Yet sometimes the problem is their business isn’t aligned with their values so they aren’t attracting the right types of customers. sometimes the problem is there aren’t enough customers in their market to sustain their business. Sometimes the problem is their service is so bad, those who do visit are telling friends to stay away.

Better Marketing won’t fix those other problems or help the business.

If you want to run your own diagnostics, there are several hyperlinks to articles and blogs related to the thirty questions posed above.

If you want to hire me to run your diagnostics, I’m going through that list in that order until we find the first problem.

There is no single silver bullet to fix any and all retailers, but there is a bullet to slay the specific demon holding you back. I encourage you to run your diagnostics on your own to see if you can isolate your problem. When you do find it, send me an email and I’ll help you brainstorm several solutions to solve your problem on your own or with help.

There is a bullet for you, but it’s buried in the haystack next to the needle.

-Phil Wrzesinski
www.PhilsForum.com

PS I hired a consultant once. He compared my Turn Ratio to Walmart’s and told me my problem was inventory control and that I needed to go to “just-in-time” inventory where I had at most a one-week supply of inventory on hand. My dad hired a consultant. He compared our prices to Kmart and Toys R Us and said our prices were too high and then pitched a total revamp of our sales floor into a circus theme (not sure what that had to do with prices). If you’re going to hire someone, make sure they have extensive experience working with indie retailers. Make sure they have a list like this one, too, that spells out what they’re going to evaluate.

PPS Sorry for the mixed metaphor at the end. It sounded good in my head.

Looking Back at the “Top” Ten Blog Posts From 2018

Somewhere around the first of the year a lot of writers like to publish their “Top Ten” list of most viewed posts from the previous year. Wouldn’t it be smarter to post the least-viewed posts, the ones most people missed? Give people a second-chance to read your wisdom. As it is, just because a post is the most-viewed doesn’t make it the best.

This year I’m going to give you a variety pack of posts from 2018 and why you should read them (again).

The post you didn’t miss: Yes, I have Heard About Toys R Us. This was the post with the most views last year. I made a prediction in the PS of that post that has turned out to be right. Go read the post to see what I predicted.

The post you missed: Few Things Go as Planned. This was the post with the fewest views. I wrote this at the beginning of the year to remind you to plan, but to also understand that things don’t always work out the way you plan them and that you have to be able to adjust on the fly. Ask yourself, “Did 2018 happen the way you planned?” I’m betting right now your answer is No. Go read this post.

The milestone you didn’t know about: Christmas Quick Tip #3 – Sign ‘Em Up Before Checkout. This was post #1000. To some people, those numbers are kinda cool. I didn’t make a big deal about it then because it was the busy holiday season and those posts were designed to be short and sweet. by the way, this isn’t just a Christmas time tip. It is a smart business practice.

My favorite post of 2018: Five Proven Recipes. In this post I give you Paul Harvey’s recipe for a backyard mosquito spray, an all-natural weed-killer that works (if you spray regularly), and simple, tech-free recipes for raising the bar on your Hiring, Advertising, and Customer Service. Sometimes the simple ways are the best.

The post that got the most social media interest: So You Got a Bad Review? This post had the most comments on social media and was the first post of mine that was “shared” on LinkedIn (a new feature they’ve added). Best of all, it had no negative reviews, lol. If you’ve had a negative review, you might want to read this.

The best question you will ask your staff all year: How to Learn From the Best. This was actually the second least viewed post, yet the most telling about where you stand in your local retail marketplace and what you need to work on the most. Ask your staff this question and listen to their replies.

The post I wished you had commented on: This “Free” is Really Free. The site stats counter tells me I get hundreds of downloads of the different Free Resources each year. I’d love to know how you’re using them and what success you might be seeing because of them. Go ahead and leave some comments there (or here).

That’s your lucky seven posts you should have read (and hopefully did). I’m going to leave three more links in the PS below for the adventurous souls among you to round out the “Top Ten”.

Happy New Year!

-Phil Wrzesinski
www.PhilsForum.com

PS I triple dog dare you …

How to Use Humor in Your Advertising the Right Way

Quit Making it So Hard for People to Buy From You

“Customer Service” is Dead

Reviews: Good, Bad, Necessary Evil?

I remember the first presentation I saw about the power of online reviews. The speaker instructed us how to use our smartphones to take quick testimonials right on the sales floor whenever we had a happy customers. I looked at my notes from the presentation and read …

“Get them to post their reviews before they even checkout. That’s when they are happiest.”

I also remember around the same time reading about Yelp and the problems with reviews there. Yelp was accused of suppressing good reviews and only showing an equal mix of both good and bad reviews. Yelp’s argument was that most good reviews were false anyway and that the people reading the reviews needed to see both the good and the bad.

I had never even looked at Yelp because I thought it was only for restaurants and west coast businesses. I immediately checked out our listing. To my surprise (and delight), there were no negative reviews posted, mainly because we didn’t have any negative reviews.

Then I got the extortion letter from Yelp. If I signed up for advertising with them I could control (somewhat) my negative reviews. I remember thinking three things at that time.

First, I didn’t have any negative reviews to control on Yelp.

Second, I didn’t see the return on investment for running ads on Yelp, partly because I didn’t and still don’t see much return on investment for any brick & mortar running online ads, and partly because I didn’t see Yelp as a big deal for indie retail.

Third, anyone that was already looking me up or finding me on Yelp was either going to visit me because I was an indie toy store or not visit me because I was an indie toy store. The reviews were a minor part of the decision process. More importantly, anyone who didn’t know me, then found me on Yelp, and was debating whether to visit was basing their decision on every single interaction they had ever had with an indie toy store.

The reviews were just the reinforcement of their already-established bias.

That’s the reality of how we read reviews. We first have an established bias based on our own beliefs and previous experiences. We look at reviews to reinforce those beliefs. We’ll justify away negative reviews for places we expect to love, and discount the reviewer’s opinion when it is at odds with what we expect.

In the back of our mind, we’ll also wonder how many of these reviews—good and bad—are simply made up.

About the only time we’ll heed the reviews is when they are heavily slanted to the negative. When everyone is saying something bad, we’ll decide the business is an outlier and shun them.

(Note: I talked about how to deal with negative reviews here.)

Does this mean you should ignore reviews for your business? Absolutely not! You should always be checking your reviews. If they slant negative then you have a problem you need to address with how you run your business. Even one bad review might be enough to warrant a change in policy to make the experience better for your customers.

If they slant positive, great! Keep up the good work!

Only if you don’t have any reviews (because you’re a new business or have only recently claimed your online profile) should you actually go after getting them. If you’re running your business correctly, the good reviews will take care of themselves.

Because of confirmation bias, though, you don’t have to lose sleep over your reviews. Just keep an eye on them from time to time and make sure you run your business so well that the positive organic reviews outweigh the negative ones.

At the end of the day the most important “review” is the one-to-one where your current customers talk about you to their friends.

-Phil Wrzesinski
www.PhilsForum.com

PS Of all the reviews online, pay most attention to your Google reviews. These are the ones that most people will see because A) Google is the top search engine. B) Google Maps is the top Map App.

PPS If you are a restaurant, reviews are much more critical than if you’re a retailer. How you respond to each review goes a long way to how people will view your restaurant. Read this about negative reviews.

Did Nike Make the Right Call?

Legendary UCLA basketball coach and hall of famer John Wooden had several rules for his teams. One of them was no long hair and no facial hair.

“One day, All-America center Bill Walton showed up with a full beard. ‘It’s my right,’ he insisted. Wooden asked if he believed that strongly. Walton said he did. ‘That’s good, Bill,’ Coach said. ‘I admire people who have strong beliefs and stick by them, I really do. We’re going to miss you.’ “  -Rick Reilly “A Paragon Rising Above the Madness”

I have always loved that story. Sometimes, to “have strong beliefs and stick by them” will cost you. Are you willing to make that sacrifice?

Image result for Nike 2018 just do it colin kaepernickThat is basically the heart of the new advertising campaign by Nike that features Colin Kaepernick with the slogan …

“Believe in something. Even if it means sacrificing everything. Just do it.”

Not only is that their campaign, it is what Nike itself is doing. The company has taken a hit for this campaign. Stock prices have dropped. People are threatening a boycott of the company. People are making videos showing them burning and destroying their Nike clothing.

The funny thing is these protesters are doing the very thing the ad purports. They are sacrificing ever buying Nike clothing because they believe so strongly against Mr. Kaepernick’s form of protest.

But I’m not here to talk about the politics. Let’s explore instead the decision Nike made to release this ad.

TAKING A STAND

The ad itself is about taking a stand. Nike had to believe there would be short-term backlash. I also believe they will see those gains comeback in multiples. Why? Choose who to lose.

Advertising is interesting. It works primarily like a magnet. Its ability to attract is in equal proportion to its ability to repel. In other words, for every person out there burning a pair of shoes, there is someone else lining up to buy Nike that wouldn’t before. I saw one post on FB from a friend showing the ad. He wrote one word … “#nikeforever.”

Nike is betting on a large segment of the population becoming more engaged with their brand because of their stand. Millennials and Gen Z are two generations who want to know where you stand, and will use that to influence where they spend their money.

One more thing to understand … Nike never actually endorses Colin’s protests, only his willingness to sacrifice for his beliefs. While not everyone will see it that way, many do notice the subtle difference.

NOT AS BIG OF A RISK AS YOU THINK

The other thing at play here is that general public opinion favors the side Nike has taken. According to a 2017 Seton Hall Sports Poll, 84% of Americans believe it is okay for NFL players to protest. 49% did express that the players should find a different way to protest, but that means 51%, or a slight majority, are okay with what Kaepernick has done. I am pretty sure the Nike advertising team knows those numbers and are willing to piss off a handful of people for a chance to more strongly attract the other 84%.

Plus, when you look at the demographics more closely, the number of athletes, especially African-American athletes, who support the protest is even greater. At the end of the day Nike is an athletic apparel manufacturer. Appealing to athletes at the expense of others is a smart marketing plan for an athletic apparel company. Choose who to lose.

WINNING WORD OF MOUTH

Another positive for this campaign is the way it has gone viral. I’m talking about Nike. Every news channel is talking about Nike. Bloggers all over the world are talking about Nike. Social media is sharing the ad by the millions. Nike has probably now received enough free advertising exposure with this campaign to pay Kaepernick ten times over.

The only question left is to see how strongly are these Nike beliefs and how much is Nike willing to sacrifice in the short run to stand by these beliefs (and the gains they will make in the long run).

The lesson here is that it is okay to take a stand. In fact, the two youngest generations who will be influencing most of the spending over the next couple decades are looking to see where you stand on issues. But you have to do it smartly. Nike took a stand that aligned with their Core Values and more strongly attracted their base customers. Back in March I gave you this post to talk about when you should take a stand. Read that and you’ll see how Nike’s decision to include Colin Kaepernick in this year’s Just do it campaign makes even more sense.

Although Colin Kaepernick probably wouldn’t be allowed on a John Wooden team, I believe John Wooden would have admired him.

-Phil Wrzesinski
www.PhilsForum.com

PS The only thing that would make this Nike campaign better, in my opinion, is if the company aligned its own business practices with the same slogan. While founder Phil Knight vowed to clean up the company after reports in the 1990’s of child labor and sweatshop conditions, reports and protests of sweatshops surfaced again a year ago.

PPS Although Nike doesn’t like to see anyone burning their clothing, they probably took into account the fact they have contracts with dozens upon dozens of colleges which will keep some of the demographics of the protesters still in their camp. I doubt too many hardcore University of Michigan fans are going to drop Nike completely. Maybe they’ll cover up the logo, but they already paid Nike for the shirt. I predict Nike’s stock will climb back up by early next year after a strong fourth quarter in sales. They also took into account that many people shop for shoes without a care in the world of the political leanings of the company. Athletic apparel is also a fashion industry. If the fashion fits, people will buy it. If the shoe works because of fashion or design or fit, people will buy it.

PPPS You should see some of Nike’s other ads in this year’s Just do it campaign. From an advertising stance, I love them.

Having Fun, Helping Others, Eating Lunch

For the past three weeks I have been making several drives from my home in Jackson to the Oakland County area for lunch. For those of you not in Michigan, Oakland County is one of the three counties (including Wayne and Macomb) that makes up the Greater Detroit Metropolitan area. Oakland County is the northernmost of the three and includes several cities, villages, townships, and lakes.

Oakland County is home to twenty-one Main Street programs in the various cities, villages, and townships, and also home to one of the largest county-wide Main Street support programs. It was Main Street Oakland County (MSOC) that hired me to make these drives each week to do a “Lunch-and-Learn” series of workshops. The workshops are four-week-long tracks on one of three topics: Selling & Customer Service, Marketing & Advertising, or Retail Math.

We rolled this out to three different communities. Two of the communities chose Marketing & Advertising, one chose Selling & Customer Service. All three are reporting back with incredibly positive feedback. Other communities are already bugging MSOC to be included in the next round.

The fun part for me is that I like driving and I love doing these presentations, mostly because I know the difference one or two good tips or techniques can make for a small business.

The fun part for the attendees is that they get a free lunch (or breakfast) and four 45-minute presentations jammed with eye-opening ideas, out-of-the-box thinking, and surprisingly simple techniques to improve their businesses.

The fun part for you is that there is still time to plan a Lunch-and-Learn in your neck of the woods (as long as you are within two hours driving time from Jackson which would include Grand Rapids, Kalamazoo, Fort Wayne, Toledo, Detroit, Flint, and Lansing areas).

Here are the three tracks with class titles and descriptions.

Option A: Marketing & Advertising

  • Week #1 Boosting Your Brand to Attract the Right Business – A quick lesson in branding to show you how a well-crafted brand makes a huge difference in attracting the right types of customers and business. You’ll learn how to uncover the true value in your brand and make your brand stand out in the crowd
  • Week #2 Marketing Your Business on a Shoestring Budget – Seven different ways you can get the word out about your business and draw traffic in without spending a fortune. You’ll learn how to leverage your talents and time to attract more customers to your business right away.
  • Week #3 Making Your Ads More Effective – We hate ads, not because there are too many, but because most ads suck. This presentation will show you the six principles that make the difference between your ad being remembered and acted upon or being simply ignored. You’ll learn techniques even the most highly paid professionals sometimes get wrong, and how you can apply them to your own advertising efforts
  • Week #4 Generating Word-of-Mouth Advertising – We all know Word-of-Mouth advertising is far more effective than traditional advertising, but do you know what it takes to actually get your customers to talk about you? This presentation shows you four proven ways you can generate word-of-mouth advertising. You’ll walk away with tips and techniques that get people talking the very next day.

Option B: Selling and Customer Service

  • Week #1 Selling in a Showrooming World – Online shopping is here to stay. So is the concept of Showrooming, where a customer uses your store to touch and feel the product before ordering it online cheaper. This presentation shows you the two types of customers, how to recognize them, and the very different ways you sell to them. Learn this and you’ll close far more sales than ever before.
  • Week #2 Raising the Bar on Customer Service – Every store thinks they offer Great Customer Service, but every customer can regale several stories where the customer service fell far short. This presentation gives you a different perspective on customer service and shows you how to up your game so that Great Customer Service is only the minimum. You’ll learn how to surprise and delight customers at every turn.
  • Week #3 Building the Perfect Salesperson – Finding the right salesperson is the key for any organization. But how do you identify the perfect fit? This presentation will change the way you look at interviewing and hiring and even training. When you’re done you’ll have a better understanding of how the best companies find the best employees time and time again.
  • Week #4 Training and Motivating Your Team to Perform Their Best – The carrot and stick might be good for a donkey, but it won’t get the best out of your team. This presentation will show you what really motivates people to do their best work and how to get the kind of creativity from your team that sets you apart. You’ll also learn how to turn staff meetings and training times into something your staff looks forward to attending.

Option C: Retail Math

  • Week #1 Reading Your Financial Statements – Your accountant will be glad you attended. This presentation will show you in layman’s terms how to read the two most common financial statements – the Profit & Loss and the Balance Sheet. You’ll learn how they are calculated, what they show, and an intuitive way to use them to check the financial health of your company. It isn’t as scary as it sounds.
  • Week #2 Inventory Management – Cash is King. In retail, the biggest use of your cash is your inventory. This presentation will show you simple and smart ways to manage your inventory levels better including how Open-to-Buy programs work and easy ways to increase cash flow. You’ll learn how to turn slow moving merchandise into cash and make your inventory work for you.
  • Week #3 Pricing for Profit – Most businesses leave thousands of dollars on the table because they don’t understand the principles behind how to properly price their products or services. This presentation shows you how you can raise prices and increase unit sales by harnessing the power of perception. Learn these techniques and you’ll start making more money the very first day.
  • Week #4 Unlocking the Hidden Cash in Your Business – There is more to retail than just buying and selling product. This presentation will show you some different ways to measure your business and some simple ways to make a little extra cash that might just be the difference you need to pay yourself a bonus this year.

If you just read those and said, “Dang, I could use this!” pass this post along to your DDA Director, your Chamber of Commerce, your Main Street Director, your Economic Development Director, your Shop Local director, and tell them, “Dang, we could use this!”

(Heck, you don’t even need one of those organizations. Just get a few other small businesses together and give me a call.)

Then contact me. We’ll go over what it would cost, creative ways to finance it, how to get the food and venues, and what dates to schedule this fall to have some fun helping small businesses grow and thrive, all while having lunch.

Sound yummy to you?

-Phil Wrzesinski
www.PhilsForum.com

PS Not within that two-hour drive? No worries. Instead of four lunches, we’ll do one big brunch and put all four lessons into a three-hour workshop. Call me.

PPS The beauty of what you’ll learn in these tracks is that the dividends are immediate. With many of the lessons you’ll see results right away. Having this information fresh in your mind leading into the busy holiday season will make a huge impact on your bottom line this year. Lets get some dates locked in now.

PPPS If you’re in Oakland County, MSOC is already working on the budget for 2019. Contact John Bry at MSOC and let him know you want in. If you want something this fall, however, check with the other organizations in your community to see if they will help you organize this.

Roll With the Punches

I picked up my son from summer camp today. He was in the Counselor-in-Training (CIT) program out at YMCA Storer Camps. As I have always done with my boys after a session at camp, Ian and I sat down to talk about the experience right away while it was still fresh in his mind.

After regaling all the experiences, I asked my son what was the one thing he felt he really learned at camp these past two weeks?

“How to roll with the punches.”

Image result for roll with the punchesRolling with the punches is a boxing technique. As a punch is about to land on you, you turn or roll your body away from the blow to lessen the impact. At freedictionary.com they also define it as, “to adapt to setbacks, difficulties, or adversity so as to better manage or cope with their impact on one’s life.”

I’m pretty sure Ian meant the latter definition. His first cabin of kids had a few setbacks, difficulties, and adversity for him and his lead counselor to handle.

For business sake (this is a business blog after all) let’s break that definition down further …

We know what setbacks, difficulties, and adversities are. In business we all have them. Local economic woes, street construction, your favorite line of products suddenly discounted online, a bad review on Yelp, a 20% jump in insurance costs, the landlord wanting to raise rent, a new competitor in town.

You’re never without setbacks, difficulties, or adversity.

The successful boxer rolls with the punches. The successful business “adapts … so as to better manage …” Just like the boxer, you have to anticipate the blows that are coming so that you can adapt to them and lessen the impact.

Street closures? Are you following the news, attending city council and planning meetings, or subscribing to government emails? Are you going to public hearings to not only hear what is being done, but have your voice be heard to find ways to lessen the impact these closures might have on your business?

Insurance costs? Are you working with a good business insurance agent and agency that can shop your account around to find you a better deal or work with you when rates go up to help you be aware more quickly? Are staying on top of all your expenses before they blindside you with a punch to the gut?

Landlord raising rent? Do you see your landlord as an adversary or partner? How would that change the relationship? How much sooner and with better intent would a partner inform you of a rent increase than an adversary?

Local economic woes? Are you measuring your market potential for your community by tracking national sales for your industry combined with local household income and population growth (or decline)?

Got a bad review? Are you actively monitoring social media and sites like Yelp and Google for mentions of your business? Do you have a plan in place for how you respond? Do you know the right questions to ask before you respond?

The successful business owner is rarely blindsided with a gut punch. He sees most hits coming and can roll with those punches. The key is to know that there will always be blows. You know which punches hurt the worst, too. Put a system in place to help you see those punches coming before they land directly on your business, and you’ll know how, “to adapt … to better manage or cope with their impact.”

-Phil Wrzesinski
www.PhilsForum.com

PS Two of the most profitable years in the Toy House’s 68 years of business were in 2009 during the Great Recession, and 2014 as our local economy and market was dying out. Although we took a gut punch in the fourth quarter of 2008, we saw the punches coming in 2009 and 2014 and were prepared for them. I know you already wear a few dozen hats. Being involved in city politics and tracking other numbers that affect your business might not be in your wheelhouse, but they do make a difference in how well you roll with the punches. Only you can decide how many direct hits you can absorb before you’re knocked out.

PPS Every boxer also knows the better you learn to anticipate the blows, the better you can counter-punch, too. That’s how you get ahead in boxing, in business, as a CIT at YMCA Storer Camps, and in life—by anticipating the blows, rolling with the punches, and throwing counter moves.

How to Find Out Your Business Reputation

Some of you read them. Some of you don’t. I often get asked why each blog post has a Postscript (PS) or two. Postscripts are also called “afterthoughts.” In the case of my blog, I use them to reinforce different points made in the post, without clunking up the writing. I also use them to clarify and/or sum up something I’ve said. Often the PS is an action step or an application of the idea posed by the post. Sometimes it is a humorous anecdote or story from my past experiences.

Sometimes the PS hints at the next post. That was the case yesterday.

According to Roy H. Williams, aka The Wizard of Ads, your brand is “every single interaction someone has with your business, plus how they feel about it.”

In other words, your brand is not your slogan, your color scheme, or your logo. It is the way people feel about your business. It is your reputation.

In 2005 I wanted to know what people thought and felt about Toy House. Before I could create a stronger brand, I had to know from where I was starting. To do that, I needed to do a survey. Here is what I did.

LOCAL COLLEGE STATISTICS CLASS

Image result for phone surveyI contacted a professor at Spring Arbor University who taught statistics. Fortunately I already knew him. We had met at a networking event (one more reason why you should attend those events).

I told him what I wanted to do. I had a survey. I had the questions. I just needed someone to figure out the sample size, do the calling, and compile the results. It would be a live exercise for his statistics students. I agreed that I would write a letter of recommendation for all the students who participated, and that I would host a pizza party for the students when they had the results.

The professor thought it would be a fun exercise, and put it into his lesson plan at the appropriate time.

The students did the math and figured out we would need a sample size of 400 Jackson County residents to accurately measure the entire county within an acceptable margin of error. They also devised a random way to find those 400 people using the phone book. Each of the twenty students was then tasked with getting twenty survey results back within a two-week window.

QUESTION #1

The script I gave the students came from Roy. In a class I took, he showed me how to get an accurate assessment of where Toy House stood in the minds of Jackson County residents. It also showed how I compared to other stores selling toys in the area.

When someone answered the phone, the student would say …

“Hello, my name is (____). I am a Spring Arbor University student. My statistics class is doing a survey on toy shopping habits in Jackson County. Can I ask you a couple questions?”

If they said yes, the first question was this …

“Please name all the stores you can think of that sell toys in Jackson.”

The students had a worksheet with all the possible places listed and a few blanks for some out-of-the-box thinkers. As the person named stores, the student would number them in the order they were named. After the person stopped, the student would say, “You named (list of all stores they named). Can you think of any others?” This went on until the person said they could not think of any others.

The beauty of this question is that it helps you see how much awareness people have of your existence. You also see how you compare to everyone else in your town. It was eye-opening to see what percentage of Jackson County shoppers knew we existed. The results looked like this.

  1. Toys R Us 84.1%
  2. Meijer 82.3%
  3. Walmart 69.5%
  4. Toy House 64.8%
  5. Kmart 59.1%
  6. Target 45.2%

Thirty-five percent of the population could not think of us when asked to name a store that sold toys in Jackson. That was a shocker. (So was the fact the 16% couldn’t name the iconic national brand of Toys R Us and over half the population didn’t think of Target as a place to buy toys.)

QUESTION #2

Once the first question was answered, the student would then say, “For the second part, I am going to read you a few words. From the list of stores you just gave me, I want you to tell me the first of those stores that comes to mind with each word. There is no right or wrong answer. Just blurt out the first store you think of.”

The list of words I had the students read included positive words like Affordable, Caring, Clean, Friendly, Fun, Helpful, Knowledgeable, Quality, Value, and Welcoming.

The list also included negative words like Arrogant, Cluttered, Confusing, Dark, Deceptive, Dirty, Expensive, High Pressure, Indifferent, Over-Priced, Pushy, and Rude.

The list also included one word that upon reflection could be considered either positive or negative—Cheap.

The deal here is that whoever is mentioned the most for that particular word owns that word in the minds of shoppers. That is your reputation, good or bad.

  • We owned the words Caring, Clean, Friendly, Fun, Helpful, Knowledgeable, Quality, Value and Welcoming from the positive list, and Expensive and Over-Priced from the negative list.
  • Walmart owned the words Affordable, Deceptive, Indifferent, Rude, and Cheap.
  • Kmart owned Dark and Dirty.
  • Toys R Us owned Cluttered, Confusing, High-Pressure, and Pushy.
  • Target and Meijer didn’t own a single word on the list.

(Note: in that first survey, no one owned Arrogant. We were in a virtual tie with both Walmart and Toys R Us for that word.)

The one thing I didn’t include in my list of words was all of our Core Values, but mainly because I didn’t know them in 2005 like I did in 2007. We did a second survey in 2007 adding Education and Nostalgia to the list and owned those words hands-down. The only other changes in 2007 were that Walmart tied us for Value, and we took over Arrogant.

RESULTS

There were several takeaways from these results. The first was the lack of awareness for our giant, colorful store that had been in business for 56 years in the heart of downtown Jackson. More people mentioned Walmart, yet they had only been open a couple months when this survey was done. When we did the survey again in 2007, our name recognition jumped from 64.8% to 76.0%, whereas Walmart’s only went from 69.5% to 76.5%. We were still fourth overall, but had closed the gap significantly. (TRU and Meijer held steady.)

I was okay with owning the negative words Over-Priced and Expensive. That’s a common belief of indie retailers and I expected it. I was especially okay because we also owned Value. Value and Expensive are not exclusive. Value and Over-Priced don’t go together, but for every person that thought of us as Over-Priced, there was someone else who saw the Value in our offerings. I was okay with owning Arrogant in the 2007 survey, too, since I also owned nine of the ten positive attributes.

Most importantly, we owned the things we wanted to be know for. We owned our Core Values of Helpful, Fun, Education, and Nostalgia. We owned the things we were already advertising such as Friendly, Knowledgeable, and Quality. We owned the one word that made my mom the happiest—Clean! So we knew we were on the right track with our advertising, but more importantly we were on the right track with our actions.

Advertising cannot change your reputation. It can only enhance it. Actions speak louder than words.

Now you have the blueprint for doing your own survey to find out where you stand compared to your competition. If you don’t like your results. First change your actions.

-Phil Wrzesinski
www.PhilsForum.com

PS The interesting question about doing a survey today is whether to do it online or by phone or both. Back in 2005 and 2007 most people still had landlines. Today, if you only do a phone survey with numbers generated randomly from a phone book (assuming those still exist), you’re missing out on a huge segment of the population. That will be the challenge for your statistics class to figure out. It might cost you a little more than pizza, but it will be totally worth it.

PPS One other benefit from the survey was that I had a classroom of 20 college students who now knew about our store and saw the reputation we had. That alone was worth the pizzas and a quick letter thanking them for running the survey.

If You Want to Be Known for Something …

Back in high school I had a friend who lived in a house that was hard to find. We always went to his house to play games because we could always get free pizza from Domino’s. They had their “thirty minutes or it’s free” campaign going, yet the drivers could never find his house. Thank goodness this was in the days before GPS.

In my high school days Domino’s was known in the pizza industry for fast delivery. Little Caesar’s was known for their “pizza, pizza,” two-for-the-price-of-one deal. Pizza Hut had the Pan Pizza. Everyone had their niche.

Image result for hamburglarThe burger industry was similar. Wendy’s had fresh-not-frozen (and Where’s the beef?). Burger King had flame-broiled. McDonald’s had the Hamburglar.

If you wanted to make a name for yourself in the pizza or burger industry you had to do something completely different. The more you looked for ways to differentiate, the better.

When Domino’s faltered and gave up their fast delivery guarantee, Little Caesar’s stepped in with an even faster claim—pick it up any time, it’s hot-and-ready. Little Caesar’s isn’t going to win any taste tests, but if you have a bunch of kids to feed, a twenty-dollar-bill and a trip through the drive-thru fills a lot of little bellies.

By now you know IHOP wants to be known as “International House of burgers.” They launched a clever viral campaign to highlight the fact that along with all the breakfast stuff, they also have burgers on the menu. It is getting a lot of talk, but not about the burgers. I have yet to hear one remark about the actual burgers good or bad. I have yet to hear one reason why I should try their burgers. They have done nothing so far to stand out in the burger crowd.

If you want to be known for something, you have to do something no one else is doing. 

Pizza Hut offers three different thicknesses of crusts. Little Caesar’s has pizzas ready for immediate pick-up without having to order in advance. They are doing something different.

I originally was going to title this blog “How to Stand Out in the Burger Industry” and help IHOP out. Here are some things no one is doing on a national level with hamburgers …

  • Home Delivery – why is it that pizza and Chinese food are the only foods delivered to our door regularly?
  • Free Sliders with every meal – You want to let people know you have burgers? Put a small, tasty slider on a plate and deliver it at no charge no matter what they ordered.
  • Condiment Bar – Wendy’s tried this at one time. It might be worth trying again, but with really cool and different condiments that make people talk.
  • The 24-Hour Burger – most IHOPs are already open 24 hours. Why not tout the breakfast burger? Heck, we’ve already been putting bacon and fried eggs on burgers for years, just not at eight o’clock in the morning.

Here is the lesson for you, the indie retailer. You don’t have to be known nationally for something. You only have to own it locally. The kicker here is you have to do something completely different from your competitors, preferably something they would never even think of doing.

Be the store known for…

  • Home Delivery
  • Giving away free stuff
  • Customizing things
  • Selling stuff made locally
  • Having live entertainment
  • Having classes and demos

Walmart right now is running a radio ad touting themselves as “The Best Toy Store in America.” Just like IHOb, this campaign is gonna flop big time.

You are judged not by what you say, but by what you do.

No one believes Walmart is the best toy store right now, and unless Walmart does something other than have the typical messy, unorganized, poorly-stocked, warehouse-shelved, no-one-to-help-you toy department they currently offer, no one is going to change their minds because of a radio ad. When Walmart opened in Jackson in 2005, the newspaper reporter asked me how I was going to compete with them. I said …

“With free gift-wrapping, layaway services, home delivery, tons of toy demos, weekly events, triple the toy selection, and a friendly, knowledgeable staff on hand to answer all your questions, the better question is, ‘How is Walmart going to compete with us?’ “

Don’t just do it. Be known for it.

-Phil Wrzesinski
www.PhilsForum.com

PS Yes, I was a little arrogant in my answer. Fortunately, thanks to a survey I did shortly after Walmart opened, I reaffirmed what I already believed. In that survey we owned the words Clean, Friendly, Knowledgeable, Caring, Fun, Helpful, Welcoming, Quality, Value, Over-Priced and Expensive. Walmart owned the words Affordable, Deceptive, Indifferent, Rude, and Cheap. Kmart owned Dark and Dirty. Toys R Us owned Cluttered, Confusing, High-Pressure, and Pushy. Target and Meijer didn’t own a single word on the list. What words do you own?

What Not to Change

By now you’ve heard the buzz about the International House of Pancakes and their big announcement. They are changing their name from IHOP to IHOb. They made the announcement and asked us to guess what the “b” meant.

The first answer by virtually everyone was “breakfast.”

Image result for ihob logoI could wrap my head around that. I love their Colorado Omelette. They have waffles, French Toast, and crepes too. Pancakes are out of favor because of all the low carb diets. That would make sense.

Heck, I could even have seen it if this was just a marketing gimmick and the “b” was going to stand for bacon. Bacon is trendy and popular right now.

But then in a “Hey, New Coke, hold my beer,” moment they announced the “b” stands for “burgers.” 

Burgers? Really? That was your big marketing gimmick?

First, let me reassure you that they are not actually changing their name. They are doing some temporary signs and making a big stink about it through the media. In one way, it has worked. We’re all talking about them. In another way, they have definitely brought attention to the fact they have burgers on their menu (and have for some time).

But here’s something worth thinking about when it comes to branding. The vast majority of people were going with either breakfast or bacon because that is what the restaurant is known for. That is IHOP’s reputation, which by extension is the restaurant’s brand. No matter how many viral campaigns like this, they will neither change that perception nor ever be known as the burger joint. As much as this campaign has gone viral, it isn’t likely to get too many new customers going to IHOP that weren’t going already. In fact, it might drive some customers away who think they have stopped selling pancakes.

Not only was this campaign confusing to a lot of people, trying to be known as the burger joint is probably the worst arena to enter. It is already crowded with all the fast food joints, the Red Robins, the Inn & Outs, and a slew of other players. IHOP owns the pancake title. Hands down. They own it better than Coke owns Pepsi. Yet Coke tried the exact same tactic with New Coke and watched it become the poster child for failed marketing campaigns.

I know some of why they did it. It is tough being the frontrunner. It is tough getting people excited about your pancakes when you already own the category (and pancakes are not quite as popular as before). The people at IHOP saw this campaign as a brand-extension, a way to be known for more than pancakes. Unfortunately, there was a better way to do that.

Saying that you are known for burgers when you aren’t won’t work. Simply saying your burgers are great won’t change anyone’s mind, either. Having taste-tests won’t move the needle much (or Pepsi would have overtaken Coke during the Pepsi Challenge campaign). But asking your tribe, the people who already love IHOP for your breakfasts, to try a burger next time they are in, might get a few people to switch. Speaking to the people who love IHOPs for being open 24 hours (in certain locations) and reminding them you have more than breakfast might get a few people to try the burgers. Offering small sliders as a side with the pancakes (there’s a little surprise and delight for you), would be far more effective in getting burgers into everyone’s minds.

Then if your burgers really are good, people will talk. That’s the kind of talk that moves the needle. Right now people like me are talking in the wrong direction.

Right now the talk isn’t even about whether the burgers are any good or not. Most of the talk is about what the heck were they thinking? That doesn’t help the brand one bit.

The lesson in all this is simple. If you are known for something already, don’t confuse people by trying to be known for something else. Instead embrace it, amplify it, and become it so fully that no one will know anyone else but you in that category.

There is only one house of pancakes.

There is only one waffle house.

There are dozens of burger and pizza joints.

When you can be the only one, be the only one, and be happy with that.

-Phil Wrzesinski
www.PhilsForum.com

PS Yes, there are thousands of great breakfast restaurants including some regional chains and plenty of local joints, but in the national scheme of things, no matter where you go, if someone is asked to name a pancake joint, IHOP will be at or near the top of that list. That’s the power of their brand and the source around which the rest of the chain revolves. Move away from that and the brand will falter.

PPS Marketing and advertising cannot change your reputation for the better. Only actions will do that. Confusing people or trying to get them to believe something other than what they already believe hurts the brand more than it helps because it erodes more confidence away from what people already believe. Telling people their old Coke they’ve drunk for years doesn’t taste good (even though it was the best seller by a wide margin) wasn’t a smart move. This move by IHOP stands right beside that.

PPPS You’ve heard it said there is no such thing as bad PR. That statement is wrong. Don’t believe it.