Thursday, December 3, 2009

Win-win. Still extant?

[caption id="attachment_666" align="alignleft" width="150" caption="Not the meeting you were hoping to have today."]Not the meeting you were hoping to have today.[/caption]

Anecdotally, we're hearing that it's vicious out there, yes, even more so than usual. Dog-eat-dog business conditions, shall we say? We're suffering (hopefully) the last moans of a long, wearisome recession, and after all that business has contended with during 2008 and 2009, the fun-meter of commercial endeavor is running on low for many a company.

Certainly, brand loyalty has taken a hit: Just four out of 10 brands held on to at least half of their highly loyal customers from 2007 to 2008, according to the study from Catalina Marketing Corp's CHKHDC.UL Pointer Media Network, which gathers purchasing data at 23,000 stores nationwide. But the news is more dire than that; the power has shifted away from companies with even the greatest brands. As George F. Colony, CEO of Forrester Research says, "You can no longer own your customer -- your customer will own you." This is true in B2B situations as well as B2C; the win-win balance is way off, bad customers are ruling the roost and, as social media marketer Jeramiah Owyang blogs, sometimes the seller must cut the cord - even during times when you'd think every penny was worth tolerating a lot of nonsense and indignity to attain. He's talking to marketing firms, "hearing from a few vendors and agencies, that they’re letting go of their least wanted clients. Why? During a recession, vendors are focused on being efficient with all resources, and in some cases, some clients are net negative in time, energy, resources, and morale." Net negative - that's a good term to remember.

Too, many of the 8.2 million employees who've lost their jobs during this slump are unconvinced that their loyalty to the job meant much when times were tough. To quote a line from the upcoming movie Up In the Air, a fired employee asks the hired gun who's there to dismiss him, "What are you going to do this weekend? You have money in your bank? You got gas in your gas tank? You going to take your kids out to Chuck E. Cheese?"

It's not just actions, though, it's attitude. How many of your price discussions with suppliers or customers have turned unpleasant? How much of the integral way you run processes has been questioned and turned inside out by customers demanding to "see it done better"? How many days do you and your associates go home exhausted and stressed?

There's another viewpoint about the current economic climate and its impact on win-win relationships, however. Some businesspeople believe that the recession will forge new, stronger partnerships as business becomes more reliant on very solid partners to get the job done in a world of scarcity.Richard Lambert, Director-General of CBI, the UK's leading business organization, says that, "In a more collaborative, less transactional world, closer relationships with customers, suppliers, employees and shareholders look like becoming the new norm."

At vSA, we suspect it'll cut both ways for some time to come - scrappy, messy business deals for many, collaboration for a few lucky others. Firms that want to become increasingly vital and not be pushed around like the youngest kid on the playground must identify their genuine strengths, empower themselves with offerings as unique as they can muster and be nimble... ever more nimble.

Your thoughts?

Tuesday, November 17, 2009

... and nothing was ever quite the same again.



[caption id="attachment_658" align="alignleft" width="300" caption="Once upon a time, all was well with the world."]Once upon a time, all was well with the world.[/caption]

Once upon a time, tech start-ups talked about their "burn rates" a lot, as in, "How much money will we flame through before we get the next big round of funding?" Some of them had bubbled glass in offices for people who'd never completed the development of the product being funded. Delicious lunches and indoor soccer were not out of the question. Then the tech bust hit  around 2000, for many start-ups signifying the beginning of... The End.

Fast forward to now. We're kind of deep in the latest recession, a Great One to be sure. Oh, perhaps we're swimming toward the surface now. But will business be the same as it was before the fall? Or is RESHAPING a more accurate term for what's ahead than RECOVERY alone?

Well, not ALL is not all fog and mystery. In a time when vSA staff is asked more days than not what WE see ahead, we're happy to talk about the reshaping (and that touch of recovery) that we, as marketers in the thick of it, are party to...

•   Businesses moving forward with cautious optimism. Maybe not happy-ever-after-times, but better times are coming. Whether, in the lingo of economists, it’s V-shaped (quick), U-shaped (gradual) or W-shaped (another dip ahead) is unknown. However, we’ve likely hit bottom and are on the way back, however gradually, to prosperity.

•   Marketers using the Web. We’re seeing a major surge of Web-related business coming in the door. Why not? People are going online to reach prospects quickly and efficiently. Whether creating an online catalog, interacting with customers or getting your Web site into Web 2.0 or beyond, it’s a smart place to start.

•   Worn-out ways of doing business... flying out the window. Businesses are scrutinizing everything. Are the salespeople delivering the right message? Is the company even selling through the right channels? Does print advertising work at ALL for this company? Should the company focus on its stronger offerings and (gulp) scrap other products? Tough times create tough questions – as they should. We'll continue to see seismic shifts in businesses - from big mergers to dropped lines and brands, and even to more door closings - as well as hot new companies popping up like mushrooms.

•   Speaking in an authentic voice to build relationships. In a rough environment, trust rules. Savvy marketers are building relationships with the people they need most. They’re using public relations, social marketing, sales conversion programs, and customized grassroots outreach.

•   Executives, coming out of their back-office meetings to communicate new direction. And THAT is good news. Direction, after all, suggests movement. Reshaping, too.

Tuesday, October 27, 2009

Communication that resonates - how it happens.

Hear me!Imagine for a moment that the communication in question isn't marketing. Imagine you're at a social event, talking with a stranger you'd like to know. What will keep this stranger talking with you? Will allow him to become intensely interested in what you have to say?

Talk about a topic in which the other person is very interested. ("Oh! You collect spiders?")

Not only BE truthful and sincere - project it. Interestingly, even when you ARE being genuine, people don't always believe it, probably because they have been exposed to so much that is false.

Hear and respond to the other person. Answer his or her questions directly, rather than swerving back to what you wanted to say anyway. Eventually, you can get to your message, but don't force the matter prematurely.

Inspire curiosity. Be interesting enough that the person wants to learn more, and to continue talking with you, and to resume the conversation another time as well.

Now - let's get back to the discipline of marketing. The principles are the same, but the barriers are higher. When you have something for sale (or, shall we say, "skin in the game") you face the challenge of appearing biased. Gosh, wonder why! So it's all the more important to project that you are telling the truth. The type of communication we've described above is a slower, more authentic way to build relationships than old-school hit-me-over-the-head-with-it marketing. But IT WORKS. Banks and financial service companies need solid relationships with customers and clients. So do companies whose products require a major commitment of time or money, or a switch to a new technology platform. So does your company, I'll bet.

Think about the many types of communication you employ - from speaking engagements to webinars, editorial coverage to white papers, social media to sales meetings. Each of these can be studied and, as necessary, retooled to more clearly and effectively speak in an authentic voice.

In a time when trust is rare and business is still recovering from a nasty year or two, is it worth your time to make sure your communications resonate? At vSA, we're voting yes-absolutely-yes, and the nature of our clients' communications increasingly reflects our focus on building trust as we build their brands and sales.

Tuesday, October 13, 2009

Trust will factor big in recovery marketing

[caption id="attachment_645" align="alignleft" width="300" caption="Real trust is hard to find."]Real trust is hard to find.[/caption]

Even disregarding the in-your-face reality that current economic instability was caused in part by shoddy business practices in the lending and investment markets, marketers during this or any recovery need to pay heed to the one factor more likely than any other to influence a prospect to become a customer.

Not price - it's trust.

How the heck do you build trust, you may ask? In two words, Get Real. Everybody else is as tired as you are of being fooled again, and again.

How to Get Real and Earn Trust, genuinely.

•    Introducing a product or service? Don't jump the gun. All too often, companies announce a new product... and it's not ready when they've said it will be. You look foolish at best, incompetent at worst.
•    Provide valuable information. Yup, it can be hard work to say anything that hasn't been said a zillion times. Every marketer knows this. (Hey, look, I'm writing about TRUST for heaven's sake - not original for sure, but I believe it's timely.) Consider some straight talk that's not a pitch. Gasp. It can be powerful stuff. Using techniques that can include PR, newsletters, informative CDs, the Web, and more lets you position your company as an industry expert. It's a great way - a REAL way - to build trust among customers and prospects.
•    Keep at it. Hey, don't give up! It takes time to build trust. Reach out to the same audiences again and again. Keep the messages consistent - if you appear to be inconsistent, customers won't trust you.
•    Consider testimonials. Real confirmation that others have delighted in your offerings is a confidence-builder for prospects.
•    Listen to your customers. If you survey them, let them know you've heard. If they have a concern, address it. If they request technical support, make sure that it is good and that it is prompt. Again, hard work for real results.
•    Know your market. The more you know about your customer's business, the more that customer can rely on you for solid solutions.
•    Please advise. Whenever you can, use a consultative approach to sales and marketing. That is, inform and advise more than you push the sale. After all, products and services as good as yours practically sell themselves… okay, okay, maybe I'm getting too optimistic here.
•    That brings us to another point: Make sure the products and services you offer DO live up to their promises. Otherwise - poof - the trust is gone.

Monday, September 14, 2009

Marketing asymmetric ends of DNA strands to Qatar using advanced SEO.

Is it just me, or is business getting extraordinarily complex?

Oh, it's just me?

I'll pretend I didn't hear that. Because here's my thesis: nothing is easy anymore. Only the strong will thrive. Just as jobs for low-skilled labor are as scarce as flowers on Mars (or has that changed, too?) successful careers for high-skilled professionals in marketing, technology, industry, and the like are not for the weak of spirit.

Top five reasons why Work is So Complicated Now:

5- The oversupply of really smart people, devising new stuff. Innovations are everywhere.

4- Global everything, with all the cultural differences, language barriers, legal obstacles, and heavy competition that brings. (Leben ist schwierig.)*

*Life is difficult (German).


3- TECHNOLOGY.

2- Related to #3, new communication techniques, and a startling abundance of information sources, some of them reliable. Who can possibly read it all? Or remember 50% of what one would like to know?

1- Energy. And I don't mean alternative. I mean the kind that you and I need just to keep up, let alone lead the pack.

How does a marketing professional serve clients brilliantly, especially when staffing is short, budgets are tight, and careers can live or die by short-term ROI? Few people can glide by for too long anymore without hard work. (And yes, I suspect that once, in a faraway time, perhaps the 90s, some mythical ad people could do just that. Probably they had talent, or charm. Something like that.) In a profession that has at times received and on a few occasions even earned the dubious distinction of being composed of hot air (yes, marketing, unfair as that may seem) the air has cooled, at least for the moment.

Now, working smart is critical. Just for starters, keeping up with industry news and trends is a marketing must. At vSA, we've become selectively engaged with Twitter, for example. We can use it to quickly get the word out about news of interest to important editors and our clients' prospects. We've also seen that our clients can sometimes benefit as much by having customers make positive comments about their products on Facebook and post engaging videos on YouTube as they do from certain trade shows. More than in the past, we feel the need to monitor even relatively recent vSA work to assure that it's up to the minute: for example, some Web applications we created to help clients sell online four years ago need to be updated... already and probably not for the last time.

But we have an additional responsibility as well. Outside of subjects that are clearly "of our industry," it's become more incumbent than ever to follow world news, fast-changing consumer trends, the mood of the nation, the day-to-day state of various segments of the economy, and more. Today I learned something more about Total Recall, a Microsoft research project based on the prediction that an archive of an individual's digital data, largely generated without much of that individual's thought, through GPS, cell phones, cameras, credit cards, health records and everything else he or she does, will someday create a pretty comprehensive record of that person's life... and will thus change the way humans use and recall memory. Concepts like that, when they achieve traction (aside from being in my opinion pretty creepy) are always appropriated by business and marketing interests. So we marketers need to know about them. I also learned today that some prominent economists are concerned that the Obama administration has lost its way in pushing for regulatory reform of the financial markets and that these same economists fear that another economic collapse may be just scant (really scant) years away. Mmmm, hope they're wrong, but better bear it in mind.

My point is that to be truly excellent as a high-level consultant in marketing today requires vision, diligence in meeting world situations face-to-face and the energy to continue to understand the ways people want to communicate now - and what these people want and need to hear. No hot air.

Thursday, August 6, 2009

What's the difference between caution and paralysis?

Sweet musicBoston Consulting Group is just one of the voices we've heard recently warning us of the dangers for companies of becoming wildly optimistic in the face of a few positive economic signs. Its study Green Shoots, False Positives, and What Companies Can Learn from the Great Depression "warns CEOs to guard against the kind of hasty optimism - based on an excessive reliance on one or two promising indicators - that undermined some companies during the Great Depression" according to a press release from the firm.

American Public Media's August 3rd Marketplace show featured a segment on navigating the upturn, in which Standard & Poors Chief Economist David Wyss says mistiming the end of the recession can be a fatal mistake. He warns that "The danger is that in some industries if you sort of stay in self-protect mode too long, you're going to miss the upturn completely and end up losing market share. More companies go broke in the upturn than they do during in the recession." However, he then goes on to say that he doesn't think the fabled upturn has arrived yet. Hmmph, he's probably right.

So, what's a company to do? We ask our clients to separate risks too big to assume in uncertain times from sensible business moves that have a way-better-than-even chance of paying off. As a marketing firm, we've watched with dismay as some clients have chopped budgets and then complained about anemic sales. (In case you wonder, we ourselves have navigated through client budget cuts by taking on a larger number of clients, including a number of new ones, balancing out the reality that most companies are spending less than they did in 2008, and in some cases, probably less than in 1908.) We've used more media relations and other PR, more Web surveys, more grassroots marketing, and a lot fewer big splashy campaigns to get the job done for clients.

Where one Downturn Downfall comes in, we believe, is in paralysis. If revenues are shrunken, sure, reduce spending somewhat. But don't cut off all your outreach or you will be forgotten by an uncaring world. And if your company can't seem to decide what product to introduce in this tough market, or when to introduce the thing, GET TO WORK ON DECIDING. If sales are down, sell harder. Sweat still works if you combine it with smarts. The fact that the company down the street announces its sales are down 30 percent, or even the fact that your own company's sales were down 45 percent last quarter, is not adequate reason to assume that you will inevitably match this depressing performance going forward. Expect more, just don't spend all your mythical earnings yet.

The economy is an orchestra. It does take a combined effort to make sweet music, sure, and we're an earplug-worthy cacophony right now. But each musician - from Acme Ant Traps to Toyota - has a singular part to play. Your mother was right. Practice your music longer each day, focus, be open to inspiration, and improve your - and all of our - performance.

Monday, July 20, 2009

Important tactics garnered from unimpressive sources.

What if I told you I'd learned an important business lesson from The Sopranos? (It doesn't involve "justice", don't worry.) And another from The Simpsons?

I contend that it goes to show not only that the Thomas Carlyle quote, "Every man is my superior in that I may learn from him" may still hold water but that it can extend to popular TV shows, old movies, your mother-in-law and so on.

Here are two offbeat tidbits I've picked up along the way.

Tony Soprano's therapist, Dr. Jennifer Melfi, counseled Tony as he was losing "cred" with his guys: "People only see what you show them." For a manager, an entrepreneur, or a person on an important sales call, this is good stuff. Display your best attributes, focus on making a good impression, and leave your insecurities in the car with your MacDonald's wrappers. Remember that not everyone needs to know all the baggage you have stored here and there.

In a fantasy Simpsons episode in which Homer believes he's sold a company to Bill Gates, the alleged Gates takes over by invading Homer's office with a bunch of thugs, wrecking the place and kicking Homer out. "Gates" explains by proclaiming, "Oh, I didn't get rich by writing a lot of checks!" So true. Forget the old "you have to spend money to make money." Actually, you have to MAKE money to make money. (Skip using the thugs, though, if you will.)

So think again the next time you speculate that a sporty new Jaguar will sort of magically-actually make you richer rather than just making you LOOK richer.

(Ohoh, but going back to the Sopranos, couldn't that be a good thing?) With that, I'll retreat and argue with myself a little.

Happy summer, and promises for a weightier entry the next time. And please share any wisdom you've picked up from unimpressive sources!


Monday, July 6, 2009

So you'd like to get a job...

sy0013x1_ssWe're hiring. Just one position at present. The process has been interesting.

First off, we haven't had as many applicants as usual, or as expected. We're theorizing that people who have jobs are grateful to have them, and are avoiding the risks of moving on.

Among the applicants we've had, we've had several good ones, some okay and some... perhaps these few stand-out candidates were sent to us from "Hire the Unemployable." We actually received a letter and resume from an applicant who mentioned, right up front, that he figured we were a#@h$les because we are located "in a good zip code" and that he wanted us to know (right up front!) that he would "speak his mind and not put up with any b#$llsh#t." Hey! When can you start??

Others have made it to the interview, only to let us know one or more of the following:

1) they are trying to get an advanced degree in another specialty, to get out of this field because they're tired of it

2) they have a strong interest in moving out of the area soon

3) their previous employers were fools ("The last guy always wanted me to look busy! Are you going to do that?")

A tip for these job hunters: The interviewer is not your pal! Why are you telling her these things?

My sister Jen, who works in the education and job training field, says that, in addition to the many people laid off for purely economic reasons, employers may have used this recession as a way to clean house, thus releasing some loose cannon types into the environment.

Hiring is not for the timid. It never is. But weeding out some of the people you don't want to face every morning is getting easier all the time. I guess it's my turn to be grateful... for that at least.

Tuesday, June 16, 2009

Still human after all these years.

College daysI recently attended a school reunion and met up with a woman whom I hardly know as an individual, but know well by her impressive professional achievements. She's famous, in fact. Really famous.

In fact, as I was driving to this reunion, I'd thought of her, of how much she's accomplished, how impressed I am. Oh, and I had a little twinge that I haven't soared to anywhere near those heights. But so be it.

When I arrived, I pinned on my obligatory year-of-graduation badge and began to talk with people. At one point, the very accomplished woman came over to say hi to me. We chatted for a moment, then she squinted at my badge. "Oh," she said, clearly dismayed. "I'm the OLDEST one here!"

Wow. Here she was, smart, successful, well-known... and worried she graduated a couple of years before me and others at the party. It goes to show that no matter how much we've done, we're still just whoever we are, insecurities and all. Is that what it means to be human?

Thursday, May 28, 2009

Ten books... one life...

There are perhaps ten books I would like to write. And that's just today. On how many of them am I actively working? Well, that's another matter.

I've gone through major life changes in the last several years, including the passing of a spouse, the growing up and (successful) moving on of my two sons, the closing of one company (a stock photo firm) and the happy growth of van Schouwen Associates into broader areas of public relations and interactive marketing work.

I'm left with lots of work to do... and ten books to write. I read a question recently: what is so important that it keeps you from living the life you want? (Or, in the echo in my head, "writing the books you want to write?")

In fact, there can be situations so important that you need to sacrifice your own desires and life plans. The trick is to decide what situations qualify. I suspect that we often give priority to needs and demands we've outgrown. Such as my need not to do the research that will allow me to progress on any one of my ten books. On a recent vacation, wandering around Key West, Florida (I recommend that as a way to change your perspective, for sure!) I encountered the book Quit Your Job and Move to Key West. I resisted buying it and hope no vSA employee will get any ideas. It was the underlying premise of the book that really caught my attention: who says you can't make radical life moves? Alter something fundamental?

Even if you want to keep your job (sure, I do too) it's great to think about your life plan, and the quality of your days. Are you enjoying yourself? Spending your time on things that make you happy or are useful - or both? Having the courage to change and grow?

Challenge your assumptions, even the ones that seem too solid to re-examine. News flash for the settled, middle-aged or complacent among us: Taking risks can be a great adventure. People have asked me where I get the nerve to be an entrepreneur or take other risks I've elected to assume. Well, I start by asking what the worst case scenario will be if things go wrong, and whether I can face it. (For example, "I could end up living in a cardboard box..." then I decide well, okay, that's really not very likely, and I guess I can deal with less drastic downsides that are more possible).

Not everyone's dream is the same, obviously. While one person wants to leave the proverbial rat race, another wants to build a tech empire. Or write ten books, or maybe just finish developing that one book. Or get divorced. Or find someone to love. Develop an organic garden. Live in a happy place. Adopt a teenager.

What's yours?

Friday, May 15, 2009

How refreshing: a new take.

Swirl skyAt work... are you agonizing about reduced sales, lowered projections and the future in general? Fair enough; you're not alone. At vSA, we regard this era as the right time to make sure we (our clients and ourselves) are ready for whatever comes next for this economy.

Marketing is much more than getting products and services in front of potential buyers, and now is an opportune time to step back, w-a-y back, in the process.

Perhaps you sell products for the building trades and business is terrible. Or you are a financial consultant, or an engineering firm.

Ask yourself some hard questions:

-Is business bad just because of the recession, or are there underlying forces at hand that go beyond economic cycles? Are our products still the best ones for the market? Are we delivering them well? Pricing them right? What’s our customer service like? What does the competitive arena look like now? Are people going to start buying this specific service again soon? Do we need to diversify? If so, how?

If these questions seem extreme, just imagine that you’re in the newspaper business right now. You’d be wishing you started responding to market change years ago! Hopefully, that's not you. Hopefully, you have the time and resources to do this work right now, while it’s quieter and the phones are not always oh-so-tiresomely ringing off the hook.

Some tools to employ:

Do competitive research. Is someone else getting ahead of you? Diversifying intelligently? Changing their business focus? What can you learn?

Survey your customers. They can’t tell you everything, of course. As Henry Ford once said, "If I had asked my customers what they wanted, they would have said a faster horse." (But at least he’d have known they wanted something faster.)

Do an environmental scan. What people and what processes can help you get where you’re going? Do you have the right staff, consultants, attitude? What needs to change?

Turn concern into proactive planning. Use this time for fresh thinking and an energized approach to the future.

Can we, as strategic planners, help? We welcome your questions and comments right here on the blog or through our office.

Friday, May 8, 2009

Why are you just sitting there?

snap-crackle-pop1I ran into one of my bankers the other day, in the hallway, and we started to chat.

"It's hard to get in front of people these days," he said to me, "They don't even want to talk."

I knew what he meant. Unsure about what action to take next, some business people sink into inertia. When someone should at the very least be out front painting the sign, she is instead... moping?

Let's travel back in time... to the Great Depression. While we're at it, let's have a bowl of cereal - from Kelloggs. Why Kelloggs? During the Depression, while Post was taking the "logical" course of pulling in its reins, Kelloggs doubled its ad budget, got on the radio and promoted the heck out of Rice Krispies. In fact, Snap, Crackle and Pop got their start in the 30s. By the time the economy recovered, Kelloggs was the predominant player. While market share was dwindling, Kelloggs grabbed more and more of it.

Can that work for your firm? Will top management allow it? What are your greatest concerns and hopes? We'd love to hear from you.

Monday, April 20, 2009

Madam, we've already established that.

Perhaps you've heard this possibly-true story before? British statesman and Prime Minister Winston Churchill, noted for his wit, at a party, talking with a socialite:

Churchill: Madam, would you sleep with me for five million pounds?
Socialite: My goodness, Mr. Churchill! Well, I suppose - we would have to discuss terms, naturally.
Churchill: Would you sleep with me for five pounds?
Socialite: Mr. Churchill,
what kind of woman do you think I am?!
Churchill: Madam, we’ve already established that. Now we are haggling about the price.


As a business owner, there's one thing I like about this recession. Just one, I think. And that one thing is this: during "challenging times" (gotta love that phrase) people show you who they are. (And now we are just haggling about the price.) I like to take advantage of these moments of exposure. When people show me who they are, they're doing me a favor, albeit unwittingly. Here's a fab-u-lous opportunity to learn who I'm dealing with, and to determine how (and whether) to deal with that person again. In some cases, the phrase "it'll be a dark day in hell" flashes like neon in front of my brain when thinking about re-engaging with a person. In others, I find a new friend or mentor.

Quiz: Does your boss/client/spouse/"friend" crush you beneath her heel when she finds herself in control? BAD SIGN!

Carefully observe...

The way very privileged people treat service personnel - the best people treat others the best, do they not? - the way employees treat their boss when raises fail to appear or life is crappy (I consider the French trend of holding the boss hostage when he lays you off to be in poor taste, for example), the rabid way Newt Gingrich behaves in the face of a popular Obama administration, and the way partners and spouses treat each other when the pressure is on... these actions and attitudes can all be taken seriously.

Me? I'm really trying to be nice... especially after I hit the "publish" button today!

Tuesday, April 7, 2009

How to ramp up marketing for a recovery

We're seeing a difference in the way our various clients are marketing right now.

The entrepreneurial, smaller to mid-size companies are continuing to put up a good fight. They're either marketing aggressively and continuously, or adding new capabilities such as Web sites to augment their sales efforts. Our largest corporate clients are, in some cases, a different story. More oriented toward detailed budgeting and do-or-die profit projections (as well as being observed by anxious shareholders) their marketing has been somewhat more cautious, with projects going on hold or reduced in scope, and decisions put off by higher-ups until the next quarter or so.

As marketers, of course we're pro-marketing. You can't hide your way out of a recession. Silence is NOT golden in this case. However, as strategists, we're also sympathetic to the way different organizations must do business.

So... what's quick, affordable and can yield results exciting enough to stimulate the next activity?

Create a single initiative to motivate your customers. Run an End the Recession Promotion. If customers buy a particular new product or open an account, you give them a related gift or incentive... or perhaps a second product free.

Get people together. There's no better way to laugh in the face of adversity than to make clear that your company is not taking part in any further downturn. Mind you, this get-together is special. It's one in which you make your new energy, direction or differentiation clear either through an important announcement, an incentive toward buying your newest and greatest offering or a funny and motivational speech directed toward the audience's interests. Build relationships, and then follow up after the event.

Call the media! Do you have a new product, market or major initiative? Celebrate it with a press conference. Include (as appropriate) product demonstrations, a tour of the manufacturing facility or an introduction to the creative force behind the new idea... you know, like meeting Steve Jobs.

Do it online. Spring clean your Web site. Does your Web site bore even you? Does it look like your Uncle Leon designed it? The Web is very important now as your public face. Use it to inform, inspire, communicate, and (yes!) perhaps even sell. It's an investment that will pay you back.

Become a thought leader. Write a bylined article (or we'll do it for you) about where your industry, or its technologies, or consumer demand is going. Publish it in publications that your prospects read. Reprint it and send it out to prospects. Let your salespeople hand it out as yet more evidence of your expertise.

Start a GOOD newsletter. Let it convey what's new, why customers are lucky to work with you, why now is the time to invest in what you want to sell. Do it at least twice a year. E-news or print... it's up to you.

Partner with another company. You sell window treatments, they sell windows. For a limited time, customers who buy windows get a 40% discount on any of your fashionable designs!

Add your own idea here. Inaction isn't useful, but daring outreach is. You'll be glad, whether in three months, six or a year that you moved aggressively while others did not. What will work for you?

Wednesday, April 1, 2009

Oh, don't say that...

Words, conversational styles and mannerisms are important. There are people we look forward to talking with and people we don't look forward to talking with. And sometimes to differences are so minor, it's funny - e.g. do you cross the street to get away from me, or call just to hear my voice?

In a Difficult Economic Time Such As This, the importance of good interpersonal skills is even more pronounced than usual. Although, really, isn't it nearly always better to be a person others enjoy being around?

Here, from the recent past, are some special moments from my friends and associates with people we don't look forward to talking with:

One:


Prospect (asks the consultant a technical question)...

Consultant (answering question as simply and briefly as she suspects she really must in this case)

Prospect, no longer able to bear the sound of consultant's voice, or said consultant's response, or maybe suddenly needing very much to go to the restroom... impatiently says, "ANYWAY..."

Ouch.

Two:


We're finalizing a sale, making (maybe not brilliant) points, but points nonetheless.

Prospect: "Okay. Shut up. You've made the sale."

Us: "Oh. Thanks. Gosh."

Three:

Visitor using most sympathetic voice: "I remember when you were younger and had cute little kids at home. NOW what do you do with yourself? Do you ever have any fun?"

Host: "Uh..." (thinking furiously, quite sure he does have fun but suddenly unable to retrieve the Fun File) "Um, sure, I guess!"

Urk.

More don'ts:

-Reminding people they've gained weight or look REALLY tired. Or just looking at them with a strange facial expression that says something like, "I forgot about the way your hair always looks so... you know..."

-Telling people who've had a tragedy that - hey! - you just heard about SOMEONE ELSE who had a tragedy!

-Moping about the economy and making sotto voice helpful comments like, "is it REALLY AWFUL at your company, too?" Try a more subtle line of conversation.

We can talk about the DOs, too, but I bet we're not done with the DON'Ts. Are we??

By the way, you look great! Have you lost weight, or fallen in love?

Tuesday, March 31, 2009

Learning through talking? Well, this is special.

[caption id="attachment_438" align="alignleft" width="300" caption="Your message? Your message, please??"]Your message? Your message, please??[/caption]

Ever find yourself in a situation where others are listening to what you have to say, giving it credence? Yikes. It's probably even strange for President Obama, and it is certainly strange for me. When I was a little girl, a teenager and an adult, it occurred to me more than once that LISTENING could be a valuable way to learn from others, and so I did, sometimes, figuratively tape my mouth shut and accept input. It sounded something like this: "MMMMMmmmmMMMMM." Listening can be difficult, at least for me.

Now, I can be surprised when what I have to say is regarded as valuable. Wow!! Recently, I began accepting and then seeking speaking engagements. My initial topic promised to be a difficult one - how I successfully navigated this business through the death of its other dynamic partner. Somehow, after a few runs though, I learned to integrate the natural humor in the story (yes, even here there is very funny stuff) and make the speech useful and relatively pain-free for my audience.

Then a surprising thing happened. I found I was learning from these talks. I realized that I had taken the business past the catastrophe but that my work isn't nearly done. A changing business climate awaits and I need to look at how we best come face-to-face with a new world and solve marketing problems. (More on this later, when we have something worthwhile fun to say!)

Another surprising thing happened, when I channeled my odd sense of learning through talking into my consulting work with clients. I began to listen closely to my answers and to challenge them. I started to realize I had new ideas for their work and mine.

Note to self! This has turned out to be a lot of work! I'm no longer nearly satisfied with what I already know. I don't feel like I can skim over difficult questions that may require physics (oooh), learning about new technologies that involve words like "Jaccard coefficient" or involving myself in the types of financial analysis that allow a business to grow and a business owner to take to her bed in a fake swoon, wishing she HAD finished started that MBA.

So, surprise to all you old friends who wished I would JUST SHUSH! Talking has been good for me. Listening is nice, too, especially since I've developed a wicked sore throat.

(Okay, I'm ready to listen again, please get the duct tape...) I'm curious - what's made you learn something when you were not expecting to learn, maybe expecting to teach? And how do you most enjoy learning?

Monday, March 23, 2009

Distraction

I'm not sure if this happens in other fields - I'm guessing it does - but I find that an awful lot of what goes on in the world reminds me of the primacy of communication. Then, when I think about communication, I think about the importance of being logical. Which leads me to the enormous hoopla about executive bonuses, namely, those unfortunately paid by AIG to its people.

It would be easy, speaking of logic, to feel a need to comprehend why AIG sallied forth with a plan that (in retrospect) looks a lot like a greedy company hurling toxic waste at already angry taxpayers. But let's not look back. This is now, and AIG brass have in their fists very nice bonus checks (which some may be loath to return because - of course - they've already committed them to a new vacation home or liposuction for the whole extended family). American taxpayers are madder than wet hens as they gaze at their household bills, their unemployment checks, oh, and let's not forget their 401 (k) statements, now printed on post-it notes due to the reduced number of digits in the account balances.

It's the present that worries me. The new U.S. administration has a lot to do. Most likely (!) we should REALLY tighten up our bonus rules for companies taking tax dollars from annoyed citizens. But we should admit (if sourly) that the estimated $218 million (gulp!) in AIG bonuses is a trifle in comparison to the $XXXXXXXXXXXXXXXXXXXXXX* in total loans, bailouts, offerings to the gods and whatever else we're throwing in the fires of the Great Recession. *(I'm looking for a total dollar figure but there are so many choices I'm getting terribly confused). And because we are v-e-r-y busy with important matters, surely we shouldn't act draconian and transparently political and impose a retroactive 90% tax on this AIG bonus money. Pul-eazze. What if these were working class people? Or union members? Who the heck gets taxed 90% on ANY form of income? Sure, we must address the gaping holes we find in our new recession-fighting programs, and there will be plenty of those. I'm saying that this done-deal-already-contracted-already-paid AIG bonus is a foolish distraction at best and a damaging misuse of our government's, news media's and public's valuable focus at worst.

I like the idea of highly bonused AIG executives graciously returning the money. But whether that happens or not, let's move forward with the business at hand. Let's not spend too much energy and time chasing a couple of hundred million dollars that, even though it sounds like a lot, in the end will mean Very Little in the face of the Very Much we need to fix.

Friday, March 6, 2009

How a workaholic handles a holiday week when everyone else is out playing.

In short? Gracelessly. Let me tell you about my experience just two short weeks ago, while so many happy parents and kids were enjoying a February vacation romp.

(Not that I'd know anything about being a workaholic. Surely not.)

But WHAT IF I were a workaholic, sitting at my desk that vacation week, and had sent out, oh say 137 emails regarding upcoming projects, and NO ONE ANSWERED?

What if it were only Monday and I had checked off everything on my digital To Do list for the whole week because I hadn't had any pesky interruptions?

I began thinking, "I know it's school break week, and it's all about the kids and Florida and the Caribbean and skiing. And Disney World. But gosh, didn't anyone bring their Blackberries?"

[caption id="attachment_405" align="alignleft" width="150" caption="Can you find the business tools in this photo?"]Can you find the business tools in this photo?[/caption]

But now I see the world differently. Next week, I myself am taking a break and checking out the beaches of warmer climates. I'm going to try something new. Even though I'll  have my laptop, and my cell, I'm going to act (at least some of the time) like I don't. Ah.

It may take a day or more for me to get back to you. Well, unless you say it's urgent.

Monday, March 2, 2009

Necessity

[caption id="attachment_396" align="alignnone" width="150" caption="You're prepared for all contingencies... right?"]You're prepared for all contingencies, right?[/caption]

A saying from a friend: "The best boat pump in the world is a sailor with a bucket... in a very leaky boat."

So true. In the last recession, spanning the years 2000-2001, our company started out with several sales professionals. We ended the recession with just one... that ONE was me. I believe I represented the sailor with a bucket. Who more than the owner of my small company, after all, knew how much bailing how many sales were required? This time around, the entire van Schouwen Associates staff is truly engaged and actively involved in seeking and leveraging all opportunities. In other words, we have more sailors with buckets now. This is better.

Of course, I keep making the mistake of looking at the Dow Jones Industrial Average, which is one global representation of the water level in our collective economic boat. The DJIA is currently under 7,000, pretty dismal, eh? I hope by the time I hit the "publish" button for this blog entry, it has gone back up. (Really, aren't we running out of patience for this?)

You know best what bailing your own boat means to you. Perhaps, literally, it means your job isn't what it used to be and you need to... sorry... BAIL and get a new one. (Okay, I won't play with the word "bail" anymore, really. Don't go. I'll say "necessity" instead.)

For our company, necessity means we continually strengthen our prospecting and outreach efforts - something I think we're good at anyway - because we need to keep the phone ringing. To accomplish this, we're working our butts off. Not to put too fine a point on it.

Friday, February 27, 2009

Impersonal? Are you kidding?

A glance through my last couple of weeks' email dispels - at least for me - the widely held concept that email has depersonalized communication, harshened our tone, and further isolated us from one another. Oh, sure, "you've got mail" on your screen is not the same as a perfumed note with dried violets inside (but how often did you ever get such a thing even in the "good old days" of snail mail?)

In my email, here are just a few happy examples received in just in the last few weeks:

From one high school friend to another, copied to a whole group of us scattered around the world, solace upon his losing a much-loved job (this was accompanied by an excellent essay on why and how he should consider self-employment):
To quote David Brown, "the rest of your life is the best of your life".

A coworker from 25 years ago connected with me through email and shared these thoughts on children - his range from adults to a toddler, so he certainly knows:
When you have kids you get to watch how nature and nurture interact to make a whole person with his or her own quirks, strengths, weaknesses and, of course, with everything that makes us all human together.

And from a member of my book group, a heartfelt sentiment about middle age:
I can't remember s**t these days.

I hear from someone in my family, or an old and new friend, nearly every day in part because no one needs a stamp to get in touch. And because email is easy and quick. That's fine. Their emails feel to me as personal and wonderful as any note or card in the mailbox, plus simpler for the sender to accomplish than a phone call when time is short or schedules are odd. Email me anytime.

Monday, February 9, 2009

Cataclysms, unexpected turns and renewal

tWere you looking for logic per se?
Were you looking for logic per se?

Here's guessing: 2009 will be a year during which more people than average experience life upheavals. With hundreds of thousands of layoffs, companies closing and money shrinking, it seems obvious that security elements of our lives are getting trampled. In a new book, The Tyranny of Dead Ideas by Matt Miller (jokingly characterized in one review as "Commie Pinko Socialism") Miller proposes that we can't expect what we've come to expect (health care from our employer, cradle-to-grave work from same said employer, etc.) and proposes new solutions. Government solutions, largely.

That's one look at cataclysm, unexpected turns and renewal. Some of the change I expect to see, in myself and others, will be from within. Frankly, I've had a window-view of big change as of late - I lost a husband - a good one! - to heart disease suddenly in 2006, and my two young sons have done what young sons often do - they went off to college and life, calling and emailing me remarkably often but nonetheless no longer daily eating my hotdog casserole (recipe not necessary) or savoring my daily advice on Girls, Grades and Grammar. That was big change in my book, and I'm slowly following it with big renewal - closer ties with old and new friends, new love, a new blog (this one! this one!) new speaking engagements, and an updated love affair with boats. Plus, less visibly, a new viewpoint. A few examples: I can now imagine being released from a job (although since I'm self employed I can always have a job, just maybe no pay). Or ending a relationship (personal or business) that makes one feel uninspired or less than worthy. Or perhaps exchanging a spacious home and an hour-long commute for an apartment in town from which one can walk, or bike, to the office. These days I can imagine not only the fear, but also the eventual liberation that a once-unwanted change could bring. Fear and uncertainty aside, I finally see that big change can mean new opportunity - the cliche "when one door closes one door opens" is sometimes true.

Friday, January 30, 2009

Are YOU a good recession citizen?

There are good reactions and bad reactions to living in The Current Economic Climate. Depending on what extremes you care to go to (and listed here in no particular priority) I venture to classify the following as good and bad responses:

Good: Pointing out to your offspring that college is very expensive and that excellent careers exist in growing fields like Unemployment Check Printing, Developing Dollar Menus at McDonald's and the like. Better yet, certain of these careers require only a fifth grade education, so you can also save money on school supplies and clothes from Abercrombie & Fitch by forgoing middle and high school.

Bad: Hoarding your money if you still have a good job and could be supporting the rest of us, for example by buying items we've placed in our front yards for sale, or have dangled temptingly before you on eBay. Buy something, wouldya?

Good: Letting your cousin or your brother move into your basement when she or he loses that job Printing Unemployment Checks.

Good: Planning for a dreamy life that isn't so expensive. My little dream? Waiting tables in the Virgin Islands and living in a hut with a grass roof. Yum. (Okay, sure, it's just a dream and yes, we'll turn in your projects next week as promised, dear clients!)

Bad: Trying to shame other people because they have to make an income and thus attempt to charge you a living wage. ("How dare you charge me $4 for a latte? Haven't you read the news?") Skip the drama and make your own coffee if that's the way you feel.

Good: Buying an investment property or investing in stocks. But read Suze Orman's new book and advice columns first, since I don't know bupkas about this.

Bad: Assuming this slump will last forever. It won't, especially if you keep working, buying grass huts and humming a little song as you go through your day.

Please tell us the good and bad recession citizenship examples you're seeing. All our readers are in the mood to hear them because all anybody talks about anymore is... surprise!... The Great Recession! Cheers.

Thursday, January 22, 2009

The mind at rest, kind of.

[caption id="attachment_363" align="alignnone" width="150" caption="...dream on."]...dream on.[/caption]

My sister Molly sent the family an email that read:

Last night I dreamed that I had saved my dream as the wrong file type and I couldn’t open it.

First, I must express my admiration of a dream so terse and still so meaningful. It makes my recurring dream of being lost on Commonwealth Avenue in Boston and knowing I need to walk the 90 miles home in the dark seem... well, rather stale.

More to the point, I think my sister just had the ultimate "I'm stressed and not exactly having the time of my life" dream that deserves the 2009 Great Recession Award.*

(*All credit for the term "Great Recession" is ceded to my older son, Zach.)

When I get stressed, I misplace credit cards, keys and other everyday necessities. Sometimes I misplace them in restaurants or public restrooms, which is unfortunate. My sister, apparently, mis-saves dream files.

When I get stressed, I can lose touch with my aspirations, my joys and my confidence. My sister can't even dream her damn dream.

On the other hand, don't you think the mind is a wonderful thing? What a creative way for her brain to say, "Hey kid, you could use some downtime and fun, because life is taking you away from yourself."

May she open her next dream file with ease.

Wednesday, January 21, 2009

History, and yikes, and history.

History

Barack Obama's inauguration was so moving. Not just because he's broken one of our nation's most ferocious barriers, the mental block of race, but also because he is highly intelligent. And assertive. And he appears to have a plan. Whooo-eee!

And he's already working. He's stopped for review Bush's last "midnight regulations", which included allowing carrying concealed weapons in some national parks. He's moved to halt war crimes tribunals at Guantanamo, and is meeting with the national security team to determine direction in Iraq and Afghanistan. Obama is already back to work on the much-needed economic stimulus plan, too.

Yikes

Then why can't I stop my personal "yikes" factor from kicking in, even yesterday, on such a historic day?

Just a few reasons, small and large.

-The speech. It was grim. I was hoping our problems, particularly economic, wouldn't sound so... grim yesterday. Obama is clearly taking the current not-so-hot state of this nation seriously, because that was not a soaring speech, but a get-our-hands-dirty-we've-got-urgent-problems call to action.

-The stock market. The Dow fell four percent to celebrate the day. Super.

-People. Take Timothy Geithner, vying to be Treasury Secretary. Look, even I know to pay all my self-employment tax, and nobody would consider me to be their bookkeeper, let alone Treasury Secretary. Self-employment tax is a no-brainer. And, once you've spotted an error in your taxes, going back a few years to see if you've made that same error multiple times is not rocket science either.  With Obama, we raised our expectations for excellence in leaders. Let's not lower them for his appointees. Barack Obama can't do his job alone, and the people who surround him need to be really smart and really honest.

History

In four years, we'll remember this historic day. The "yikes" factors will, I hope, have faded. Hopefully our set of problems will have shifted somewhat. Your thoughts?

Thursday, January 8, 2009

The cliche, the truism and the cult of utter boredom.

I don't want to develop a facial tick, or make wrinkled-nose faces while reading or listening to the news. So I'm going to start right now and make a list of TRIGGER PHRASES that are so cloyingly obvious or dull that they turn me into one of those pseudo-intellectual, attired-in-black, library-haunting literary types that YOU NEVER INVITE TO YOUR PARTIES.

Please help me with this list by adding your own "banish me" phrases so that we may save the world.

In the press... those terrible story wrap-ups on TV and radio news - the "duh!" factor:

"And so it seems that the conflict in Gaza is has not nearly reached its conclusion."

"Wall Street continues to confuse its investors after another down day."

"Corruption appears to be rampant among the rebel forces."

"It may be years before the courts determine who is to blame for this sordid mess."

"It is likely that we will not see a resolution to the tense political situation anytime soon."

Setting the stage for a news story or editorial:

"In today's difficult economy ..."

"Facing legal and ethical challenges from her opponents..."

"Today, more than ever, businesses face competitive pressures (blah blah blah)"

"This deal helps Wall Street, but what about Main Street?"  (Never, anyone, never, write this one again. And don't even consider rephrasing it.)

"At times like these..." (add annoying obvious phrase here - make sure it mentions the virtues of saving money, family, eating vegetables grown at home, AND faith in a Higher Power, preferably all in a single sentence)

"It remains to be seen whether the Congress will act."

"President Bush said today..."   (Ha ha! Guess what! This one will resolve itself in just 12 days!)

Product descriptions that really really inspire:

"We stand for quality."

"Quality is what sets us apart."

"Scientists have improved..."

"We have the solution tailored to your specific needs."

"You too can lose weight while enjoying your favorite foods!"

"You too can lose weight without difficult exercise or painful diets!"

Sigh.

I, for one, am off to find a doughnut. I hope you'll add your favorite in-the-media cliches to this list. Until next time, I'm signing off!