Mary Schmidt Marketing Troubleshooter

Headline: Dining Options Slip on Icy Economy “Major changes are taking place on Albuquerque’s restaurant menu…publicly traded national chains such as California Pizza Kitchen, P.F. Chang’s Chinese Bistro and Cheesecake Factory were off 7 percent or more on comparable units in the fourth quarter of 2008.”

Mr. Chang doesn’t exist. The KFC colonel has long been dead (“cool” logos and “rebranding” aside…) Dave left the Wendy’s building years ago. I’ve never liked the idea of a “Cheesecake Factory.”

Economy aside, the chains have an inherent problem – there’s no real personal connection. They can spend gazillions on advertising to create and maintain an image – but what’s behind the image?
(Remember when Starbucks didn’t advertise?)

A terrific ad campaign can fail when you first step into the restaurant’s door, with the hostess more concerned with texting than seating people (Honey, I get you’re young and oh-so-popular, but I’m the one who ultimately pays your salary.)…when the tables are full of dirty dishes…when the food – despite celebrity chef pitches – turns out to be “dumbed down” mediocrity…when the restrooms are filthy…when the place smells like dirty carpet (the now defunct Abq Bennigan’s)…when the highest level of contact is the manager, who has limited power and even less emotional investment.

Of course, locally-owned places can have all these problems and more…but many don’t. So, many of them are staying busy, even in these tough times. I know, for example, that if the usually immaculate restroom at Slate Street Cafe was a mess…I could tell Myra, the owner, right then…and she’d take care of it, right then. (She’s seemingly always there, doing everything from seating people to cooking to washing dishes.) I know that if my martini at Mykonos wasn’t right that Jim would re-make it, no questions asked. I know that if my salad at Flying Star (a locally-owned chain) wasn’t up to par, I could tell them and they’d do something about it. I know the people…and I care about them…and I keep going back.

Related Posts:
Pollyanna Ponderings: “Business Is Great!”
Why Marketers Should Work as Bartenders
I Know Where I Won’t Be Eating In Dallas

Tags: customer service, marketing, marketing troubleshooting, customer loyalty, Albuquerque restaurants

…says Howard Schultz, Starbucks CEO, in announcing the new Starbucks instant, Via Ready Brew.

No, Mr. Schulz, it’s not. That’d be Taster’s Choice. I’ve tried giving Mom the fancy stuff (single-serving bags I brought back from London, etc.) and she won’t drink it. She’s a Taster’s Choice devotee.

So, here are the challenges for Starbucks:

1. Will people who really love coffee buy the instant? You can make “real” coffee almost as quickly as instant. I do it every morning with hot water and a french press. It’s by far the best cup in town – and cheaper per serving. I get about 50 cups for about 7 bucks (Trader Joe’s beans.) 12 packets of Via cost $9.95.

2. Will people who like instant buy Starbucks? Is the Starbucks brand strong enough to attract instant coffee drinkers? (Who, by definition, aren’t exactly coffee connoisseurs…sorry, Mom.)

3. Will the true Starbucks devotees even try the instant?

3. Is the lower price point a draw for the Starbucks loyalists who are cutting back on the java bucks? Would they even drink instant – regardless of what it’s called – “soluble” by SB or the same ol’ freeze-dried stuff?

And – isn’t Starbucks more about the experience than the coffee anyway?

We’ll see. It’s easy for me to armchair quarterback – ultimately the customers will decide. You marketers out there: Is SB “devaluing their brand?” Discuss amongst yourselves. I’m headed to the kitchen to refill my cup with Dark French Roast (not SB.)

Related Posts:
Good Idea – Starbucks Closing All The Stores
Brands in Airports – Shop or Slop? (I’m not a fan of most airport SB.)

Tags: Starbucks, marketing, marketing troubleshooting, Starbucks Via, branding

Example: The “O” in Obama.

In driving around town I’m still seeing a lot of Obama bumper stickers (even some yard signs.) The “O” is alive and well, whatever the political reality. Then, there’s the occasional “NObama.”

Three Things:

1. The “O” isn’t Obama’s brand. It’s catchy. It got a lot of attention. It’s a symbol of a lot of “brand loyalty.” The MAN is the brand – good or bad, depending on your perspective.

2. Those “creative” NOBama stickers didn’t/don’t work. Aside from the obvious (he won) – I hate to tell you folks who just won’t admit he won – but at first and even second glance, you look like Obama supporters. So, you’re actually reinforcing the brand. Cute idea, but the actual design doesn’t work well, particularly on a small sign on a moving vehicle. The round logo jumps right out. The “N” – even though it’s red – not so much. Yet another case of something that looks good on the computer screen often doesn’t translate well into the real world (bumper stickers, bill boards, brochures, etc.)

3. The taste of a product is something advertising can never change. Pepsi jumped on the bandwagon with their look-alike logo (they must have spent a fortune on Inauguration Day commercials) – and I give them credit for some creative commercials, but I still LOATHE Pepsi.

P.S. And just what is it with us Americans? An English friend marvels at our obsession with putting our sentiments on our vehicles…which should also give us pause. Who sees you driving around? Getting out of your car? What is your choice of signs saying about you? If I read some snide bumper sticker on my way in to meet with you – I may be disinclined to listen, much less buy.

Tags: advertising, marketing, marketing troubleshooting, logo design, branding

The search pretty much says it all. “Loading” should NOT be a top result.

My nomination (so far) for worst web site of 2009: Campari. Black screens, tons of videos (loading, loading, loading, loading), moving target navigation….what if I simply want to view cocktail recipes? Nope, you gotta wait for this video to load, while listening to the oh-so-hip music. (aarrgghhh)

“Web System?” “Sharing Red Passion?” Tough to get involved or passionate if I’m staring at a black screen, waiting for my selection to load.

Campari and soda, with fresh lime is my “new” cocktail of choice, but the web site…well…excellent example of “more money than sense” web site planning.

I can practically hear the creative agency telling Campari all about how this “enhances and reinforces the brand.” Um, yes, but what about what the site visitor wants?

P.S. I’m buying Campari in spite of the ad campaign with Jessica Alba…and the ridiculous airbrushing to make her look even thinner. I get they’re looking to attract the young, “hip” market, but why must they continue to perpetuate the unrealistic, unattainable body image? Ms. Alba’s hips are already small enough. Good grief.

Related Posts:
I Don’t Get Any Business From My Web Site
Don’t Hire An Ad Agency To Build Your Web Site
Five Signs You Should Fire Your “Creative” Agency
Web Sites: The Black Screen of Death

Tags: web sites, advertising, web design, emarketing, marketing, marketing troubleshooting, Campari, branding

Since lately I’ve been posting more “don’t worry, be happy!” things on Friday, here and at Lipsticking – thought it was more apt to call this “Pollyanna Ponderings than “Martini Musings.” (But not to worry, my cranky old irreverent self is still here somewhere…and I still drink ‘toonis…;-)

Last night we had our annual AIBA (Albuquerque Independent Business Alliance) gala at the wonderful Los Poblanos Inn (Travel tip: If you come to Albuquerque, Los Poblanos is a must. It’s a gorgeous old farm/B&B with lavender fields, killer views and extensive gardens.) The overall mood was upbeat and happy (of course, the free wine from a New Mexico winery may have had a little to do with that…)

As I wandered the room full of over 100 business owners, I heard a lot of “Well, my business is going great!” “Hey, let’s get together and talk about that deal!” and so on and so forth.

Then, our two presenters, Steve Wedeen of Vaughn Wedeen and “Farmer Monte” Skarsgard of Los Poblanos Organics, spoke briefly on “home-grown marketing.” In addition to giving great ideas and perspectives, both were very positive about their businesses and the amount of opportunity for everyone.

Farmer Monte’s business is up a good 50% from last year and he anticipates an even better 2009. (He grows and then delivers organic produce right to people’s doors. I’m signing up today.)

Steve started his bit by saying, “Yes, we know the economy is ‘bad’ and we’ve decided not to participate.” Steve’s award-winning creative agency has over 20 employees and expects to book even more business next year. (They also designed our AIBA logo and new directory, pro bono.)

The “secret” of Steve’s and Monte’s success? They’re both passionate about what they do and are very good at it. They know that it’s all about:

1. Establishing relationships. Monte gets up at 5 on Monday mornings to write a quick newsletter about what’s going on at the farm – how the chickens are doing, what’s coming in the customers’ baskets this week and why and so on. He knows that his biggest advantage is his loyal customer base, who spread the word about his farm.

2. Knowing your real niche. Steve gave the example of bowling allies. Bowling allies don’t really compete against other allies. They compete against “everything else you can do to kill a Friday night.”

3. Delivering real value, consistently. And, that takes time and hard work. Steve started out in a basement, a company of one. Monte has worked diligently for years, not simply “growing things” but learning how to build a financially sustainable business.

Our MC, Myra Ghattas, did a great job reinforcing all the presenters’ points, with personal examples. Her restaurant, Slate Street Cafe, serves breakfast and does their own baking, going through a lot of eggs each week. So, about a year ago, she made the decision to start buying local, organic eggs. Now, her “egg man” drives into town every week to make deliveries. She feels like she’s got a friend, not just a supplier. They talk about how the chickens are doing, what they’re eating, and so on. She noted that “Yes, it costs a bit more, but it’s worth it. The eggs taste better; I’m helping my community; and I feel good about what I’m doing.”

So, that’s my Pollyanna pitch for this week. Look around – there’s still a lot of opportunity for indie business, especially if we support each other.

Buy Local!

(P.S. If you visit AIBA’s web site – yes, it’s whacked. What I saw yesterday is not what you’re seeing today. *Sigh* We’ve been having issues and we’re fixing them soon.)

Tags: customer relationships, customer service, small business marketing, entrepreneur sanity check, Albuquerque Independent Business Alliance, Albuquerque

I’m suffering from election fatigue, but I still find politics fascinating – all the great, good, bad and ugly of marketing. Beginning with tiny Dixville Notch, NH (gone Democrat for the first time since 1964) – it looks like a loss for McCain. Of course, anything can happen…but whatever does happen, it’s going to be a tough day for the scrappy Senator.

If Senator McCain had called me, here’s how I would have started on a marketing plan.

Step One: Do a SWOT analysis.

His biggest strength: His brand as an heroic independent thinker who spoke truth to power.

His biggest weakness: His voting with President Bush at least 90% of the time (counters that independence.)

Opportunity: Politics Different. “We the people” have somehow gotten lost in the politics as usual – on both sides of the aisle.

Threat: The Republican Base. (How to get the nomination of a party controlled by people who don’t like you very much.)

(There would be more SWOTs. However, if we didn’t address these, the others don’t matter.)

Step Two: Come up with (thoughtful, positive) counters for threats and weaknesses.

90% versus 10%. We’ve heard a lot about that 90% in this election. Senator McCain should have taken the initiative and talked about the 10%.

Did he need the “base?” From all indications, that base is pretty – well – base and it seems to be a minority. (loud, frightened, and hysterical, but still a minority). Craft a strategy (beginning in 2006) to get and keep the “Reagan democrats,” the moderates, the intelligent, thinking conservatives.

The time for that “Hail Mary” and “mavericky” thinking was before he ever started officially running. (And, maybe not be photographed hugging President Bush quite so much…)

It’s a testament to the incredible durability and strength of Senator McCain’s original “brand” that he’s made it this far. Unfortunately, running for president does funny things to candidates’ perspective.

For a much longer and more detailed analysis of the election from a marketer’s view, you can read Seth Godin’s Marketing Lessons From the Election.

P.S. Go Vote. It’s a privilege.

Related Post: Martini Musing – McCain’s Brand Disconnect

Tags: marketing, marketing troubleshooting, marketing strategy, 2008 election, John McCain

You can say all kinds of things. But, what you actually do has the most impact. And, it’s the seemingly minor nits that can often cause the most trouble.

Your story has to match your actions – otherwise, people can start to question everything you say.

In the larger scheme of things, should it matter that the GOP spent $150,000 at Neiman-Marcus and Saks Fifth Avenue to outfit Sarah Palin and her family? Of course not. But this is the candidate who is supposed to be “one of us.” A down-to-earth Mom, someone you’d run into at the local grocery store. So, what are her Joe & Jackie Six-Pack supporters supposed to think when she’s wearing designer clothing they could never afford, paid for by their contributions? (One commenter on another blog said he had contributed to their campaign, and after reading of this expenditure, had asked for his money back. Of course, this may not be true, but…it’s out there. Warning: Reading comments on political blogs – both left and right – may drive you to running a hot bath and getting out the rusty razor blades.)

Granted, Governor Palin “cleans up good” (as we say in small town Southern America) – but she could have looked just as good with togs picked up at – say – T.J. Maxx, where her fellow Moms likely shop.

Tags: marketing, marketing troubleshooting, branding

In addition to being absolutely gorgeous (even in his 80s), Paul Newman was a class act. And, he was a master at marketing.

He took his celebrity, sense of humor and some recipes and built a multi-million dollar business – which in turn has done great good. You could feel good about buying his products…and seeing that smiling mug of his on the label didn’t hurt either. His personal brand translated well into the business brand.

From Retail Wire’s excellent discussion of his business approach (registration required):

…Much of its (Newman’s Own) success can be attributed to good product from a taste perspective as well as staying ahead of trends. Newman’s Own Organics, a label for pretzels, cookies, fair-trade coffee and even pet foods, became a division of the company in 1993. Despite its celebrity endorsement (Mr. Newman’s smiling face is on all labels), the product is also reasonably priced at retail.

Perhaps as much as Ben & Jerry’s, Newman’s Own is also well known for its charity connections. All its profits, more than $200 million, have been donated to charity. Much of the money was used to create a number of Hole in the Wall Gang Camps, named for the outlaw gang in “Butch Cassidy and the Sundance Kid,” in which Mr. Newman starred alongside Robert Redford. The camps provide free summer recreation for children with cancer and other serious illnesses. Actively involved in the project, Mr. Newman even chose cowboy hats as gear so that children who had lost their hair because of chemotherapy could disguise their baldness.

And, having read it, I also recommend the book.

On the business side, Mr. Newman is also known for Shameless Exploitation in Pursuit of the Common Good, a book co-written with Newman’s Own co-founder A.E. Hotchner.

“It’s an absolutely wonderful blueprint for starting a company just using your common sense,” said publisher Nan Talese of the book, which was recently reissued in paperback. “Paul’s legacy is a whole new image of philanthropy.”

Hmmm…maybe this weekend I’ll pull out my copy of Cat On A Hot Tin Roof (in which Newman and Elizabeth Taylor are at their personsal peaks of gorgeousness. Fun to watch Burl Ives chew on the scenery too.)

Read More: Dan Siegel, Paul Newman: Celebrating A Citizen Philanthropist

Tags: marketing, marketing troubleshooting, branding, advertising, Paul Newman

This just in: Microsoft is canceling the Bill Gates/Jerry Seinfeld ads.

For those of you who haven’t seen the commercials – they were an admirable attempt by Mr. Softy to think way outside the box. Some hated them; some loved them…some thought they were simply too weird.

I’m more in the weird camp, but I also know how hard it is to come up with good marketing ideas. I’m sure this one played much better on paper than in reality (Bill Gates wiggling his butt? Grandma yelling at Jerry?) We all know that Bill and Jerry are bazillonaires, and the commercials show them shopping for shoes at Shoe Circus and living with “real people,” including that cranky grandma.

Methinks there was simply too much of a disconnect between what we the audience know and the story being told – which is always a challenge in positioning a product and its “brand.”

P.S. However, I’d also bet that these commercials will become comedy cult classics, given time.

Tags: marketing, marketing troubleshooting, branding, advertisng, Microsoft

This just in: Carlson Wagonlit Travel Associates is changing its name to Travel Leaders. Okay, I know it’s tough to come up with good names – but how long did it take (and how much did they pay somebody) to come up with “Travel Leaders?” “Leader” is one of the most abused words in the world of marketing speak.

Here’s the part that could really be the brand (the actual services):

In addition to the new name, Travel Leaders has a new Web site, www.travelleaders.com. It is also offering private shore excursions for its premium cruise customers, a certified travel specialist program to ensure staff professionalism and a personalized travel planner to provide customized information for cruise customers.

New? I typed in traveleaders.com (note the difference one little letter makes) and get a site that has a copyright of 2006. And, the site is a corporate one – with flash/splash loading, generic photos, and small text. When I click on “book your vacation” – more generic images load before I can get to anything else – and my choices range from Coral Gables to Cincinnati??? Hey, where’s Carlson? Oh well, guess I’l got to Expedia where I’ve already got an account.

Check URLs before choosing or changing a name.

Make the name memorable. If they’d asked me, I’d suggested they consider going back to their old name, “Ask Mr. Foster.” You could do a lot with that – personalized service, real humans on the other end of the line, etc. etc.

(And on a quick visit to the real web site - looks functional, but nothing exciting or “new new.”)

Tags: marketing, Carlson Travel, marketing troubleshooting, emarketing, Travel Leaders