Issue #23 Smile Dammit!

December 19, 2008

Welcome back, I don't want to make this entry on MSM focus on the world financial crisis. Lets give it a rest for a week or so and end the week with a smile.
I noticed last week that someone from Harvard University Medical School signed onto my website. I was very impressed with myself until I realized that they were probably searching for “mood swings”.
Who Knew Mood Swing Had Another Meaning?
I guess now I will have to rethink some of my re-branding ideas for a few of my new clients.
For example there is:
Buy-Polar – An ice delivery company
De Pressin – a dry cleaning company in Quebec
ADHD – An advertising production company for television
Anne Garr Management - (She is not going to happy)
I guess that I am back to the drawing board.
Lessons Not Quite Learned.
I noticed on the news a few days ago that one of my faithful readers didn’t quite grasp the meaning of Issue #21 The Truth About Negotiation…I contend that "our ability to successfully negotiate is contained in a good pair of shoes". He may have understood the concept but his delivery was poor.

Please people, the information presented here is powerful. Please read the articles completely.

I would like to leave you with a few words of observation and encouragement from two very wise men.
Robert Heller (one of Britain's most renowned authors on business management) says: "Now that we can all see the disastrous effects of The Cult of Shareholder Value and The Cult of the Chief Executive, let's hope that a new movement - the Cult of Collaboration – can come to our rescue".
Thomas A. Edison: "Be courageous. I have seen many depressions in business. (We) have always emerged from these times stronger and more prosperous. Be brave as your fathers before you. Have faith! Go forward!"
Thank you. The Moodswing Minute is now being read by over 1000 business people, broadcasters and marketers from Newfoundland to Victoria BC. Each week the number of readers is the US is growing coast to coast. I appreciate the number of emails of support and encouragment that I have received over 2008. I hope that you will continue to enjoy reading it as I enjoy writing it. Please feel free to pass it on.
Finally, I would like to take this opportunity to wish you and your loved ones the very best of the holiday season.

Merry Christmas, Happy Hanukah.
Stay in a festive mood.
Brad

Issue #21 The Truth about Negotiation

December 5, 2008
If you have been in business for any length of time you probably have attended many seminars and read a variety of books on negotiation. There are many tactics, many maneuvers such as “leading questions etc.”
Randy Shuttleworth, an Edmonton-based professional negotiation consultant from The Training Company says: there are nine distinct forces acting on negotiations. These are
1 Time
2 Information
3 Options
4 Approach
5 Prepare, prepare, prepare!
6 Never let your ego negotiate.
7 Always let the other person save face.
8 Don't name a price first.
9 Never accept the first offer
It is an easy to read article, clearly and simply covers the basics of negotiation. If you would like to read it in its entirety simply click on the following link at your convenience. This is just one of numerous sites on this topic.
.http://www.formeraboutguides.com/investingcanada/library/weekly/2001a/aa041201.htm
I have discovered over the years that the ability to successfully negotiate is contained within a pair of good shoes.
Have you ever returned home from a great work day feeling good about your business accomplishments and profitable negotiations? With a smile of satisfaction you change out of your work clothes and get into your favorite pair of sweat pants and sneakers. In the next moment you realize is that you are moving around in a fog of irritated mystery and bewilderment.
Who left this bag on the stairs? Who keeps leaving the lights on? Do I look like I am made of money? Why is the kitchen a mess? Who knew that it is the floor where we hang our clothes? No, VISA is not free money. Great report card Einstein, practice with me, “would you like fries with that?”
The art of negotiation now seems as difficult as trying to dock the shuttle with the space station. What happened? The answer is simply; you took off your shoes. The shoes you wear when you are doing your best work.
When we take off our good shoes, we tend to transform into a Fred Flintstone like character with the "my house my rules" attitude. This can happen to both men and women. Could you imagine trying to conduct business with customers and clients the way we sometimes act at home? Commerce as we know would collapse. (Like it needs more help.)
Review the 9 basic negotiation points listed above and work them at home. People who tell you that they can separate personal and professional lives are fooling themselves. Both sides of your life can have a direct effect on your confidence, listening skills, patience and determination.
The message this week is to always wear your good shoes. And the next time you see a man cutting his grass wearing Bermuda shorts, knee high dress socks and his good dress shoes, go and shake his hand. He is a very smart man.
Stay in a good mood

Issue #20 Reinventing the Wheel

November 28, 2008

Welcome back. So how is the world economy crisis treating you these days? Pick one of the following; recession, depression, big business bailouts, major layoffs etc. etc. It is having an affect on consumer psyche.
People are trying to find new ways to cope with a new business reality.
Is it time to get back to basics? I believe it is. We can’t control world events; we can only control our own actions and what we do.
You may have seen the following article; the strategy outlined is as relevant today as it was when. Mark Munday wrote this in 2004. Regardless of your industry, new media, traditional media, professional services or retail, It captures the essence of it's title. Why try and reinvent his words, his wheel?
Nothing Happens Until Someone Sells Something
It almost goes without saying Increasing turnover is the most powerful performance driver in any business. And because increasing sales is so important, an understanding of just how sales can be increased is very useful indeed.
There is a popular misconception that, if you want to increase sales, you must get more customers. But while selling to more people will certainly make sales go up, there are several other ways to increase turnover.Turnover also increases when customers spend more each time they buy from you, and when they do it more often.The easiest way to illustrate the different ways turnover can be increased is to look at the sales formula. But first we define the parts of that formula.
Consider these variables in your business over a twelve month period:
Prospects - The number of people who express an interest in doing business with you.
Conversion Rate - The percentage of prospects who actually decide to buy from you, and become customers.
Average Spend - The average amount customers spend when they buy from you.
Number of Transactions - The number of times, on average, that customers buy from you in a year.
At the end of the year, your sales can be calculated by using this formula:
Sales = Prospects X Conversion Rate X Average Spend X Number of transactions
Clearly; sales can be increased by improving any combination of the 4 variables.You attract more prospects to your business through advertising, cold calling, public relations etc. This is usually the most expensive part of the sale process.
Attracting prospects is also the least productive selling step. Because getting more prospects won't do you much good if you don't convince them to actually buy your product or service.Converting prospects into customers involves spreading the sales process out, into a number of different relationship building steps.
Prospects will only buy from you when they are convinced that they are getting good value. And creating that perception is hard work!
The greater the value of what you are selling, the more important this becomes.
Developing a robust multi-stage sales process, and conscientiously following up leads, becomes critical.
Buying decisions are seldom made on the first contact. And, according to the National Sales Executive Association in the US, you can increase your sales by up to 80% simply by following up!
Here are statistics from their survey findings:
2% of sales are made on the 1st contact
3% of sales are made on the 2nd contact
5% of sales are made on the 3rd contact
10% of sales are made on the 4th contact
80% of sales are made on the 5th-12th contact
Increasing your conversion rate can increase sales substantially: especially if the conversion rate is low to start with. For example, increasing the conversion rate from 5% to 10% doubles turnover.
The Average Spend is increased by cross-selling and up-selling. Cross selling means selling customers a different but related product, in addition to what they asked for.
The Number of Transactions is perhaps the most powerful sales driver. You have already attracted and converted the prospect. And selling to the same customer over and over again makes tremendous sense.
Research shows that it costs six times more to attract a new customer than it costs to re-sell to someone who has bought from you before.
The more you increase the lifetime value of your customers, the more efficient your marketing becomes. You spend less on advertising, because you don't need to attract as many new prospects.
And there is an added bonus, because your customer relationships become stronger, you get more and more free referral business.
So don't put all your eggs in one basket and rely on attracting prospects to create business success. Look for opportunities to cross-sell and up-sell. And find ways to bring customers back more often, and over a longer period of time.
Spread your efforts across all four sales drivers. And watch the cumulative effect of even modest improvements in each one make a big difference to your bottom line.
Copyright 2004, Mark Munday, Business Strategy Coach

Bottom-line: So, what are you going to DO now?

Stay in a good mood,

Brad

Issue #19 You and The Don't Call List

November 14, 2008

Question 1:
Have you signed up for the National Don’t Call List in order to prevent those annoying and inevitable telemarketing calls?
Whatever they were trying to sell over the phone, we already knew we didn’t want it.
Question 2:
What do you do when a prospect or past client has put you or your company on the DON’T”CALL LIST?
Breaking up is Hard to Do (not really)
So,where are past customers who don’t do business with you anymore?
In business as in a relationship, one person stands there in a state of confusion professing their innocence… “I really don’t know what happened; I thought that we were getting along just fine.”
In business as in relationships some one has to first say “I’m sorry” in order to have a hope in getting back together. You must acknowledge the past problem or perception of a problem, whether you were involved or not. Clear the slate.
Normally it is the supplier who must offer the apology.
Remember; The definition of a satisfied customer is simply one who perceives a lack of a better alternative.
The difference between personal relationship and business relationships is that in business, no one has to stay together for the sake of the kids.
Looking for Mr. New-Client
Prospecting and Profiling for new business is a lot like going on a first date.
(The same applies if someone has come into your store).
You’re interested, but he or she is at the very least, indifferent.
Prior to the date you might ask around to try and get some background on your date, so the opening minutes won’t be awkward. It also demonstrates a sincere intent in making the first meeting a memorable one.
What are some of the rules on the first date?
You would dress well because there will be the inevitable and judgmental head to toe scan.
You would be polite and on your best behavior
You would ask relevant questions about them,
You would look for common interests
You would look for a connection
You would listen for clues to their goals and aspirations
You would never talk about yourself, except when asked, and keep the answers brief and to the point and then turn the conversation back about them.
After all aren’t you trying to make a good first impression?
Do’s and Don’ts
Be relaxed. Be yourself. Tell the truth,
Never talk about his or her past relationships unless they bring up the topic, and never offer an opinion. Just listen as you may pick up a few of their likes and dislikes in a relationship.
The whole point of a first date is to simply see if either of you want to go on a second date.
The Business Date
The reality is that if some sales people acted on first dates as they might on a prospecting or profiling call…they would go home alone…a lot!
Unfortunately due to pressure of reaching budgets and targets, some sales people will tend to act as if they are working for a one night stand. They move too fast, they say the wrong things or very self serving things, all in order to close the deal that day.
“Say good looking, Heaven must be missing a great Sale. Why don’t we get out of here and you can buy from me?”
Potential clients can see this cougar bar pick up trick a mile away and will be reaching for their coat within minutes taking their money with them.
Today, make every date count.
Stay in a good mood
Brad

Issue #18: Top 5 Lessons for Long-term Success

November 6, 2008

MSM: We spend more of our waking hours "working" than any other activity, including family, friends and hobbies.
We often make business issues more difficult and complicated than what is really required and expend more personal energy than necessary.
If you can follow the simple 5 lessons I guarantee that you will be more productive and get more enjoyment out of your efforts.

Lesson 1:
A sales rep, an administration clerk, and the manager are walking to lunch when they find an antique oil lamp.
They rub it and a Genie comes out.
The Genie says, 'I'll give each of you just one wish'
'Me first! Me first!' says the admin clerk. 'I want to be in the Bahamas, driving a speedboat, without a care in the world.'
Puff! She's gone.'Me next! Me next!' says the sales rep. 'I want to be in Hawaii, relaxing on the beach with my personal masseuse, an endless supply of Pina Coladas and the love of my life.'
Puff! He's gone.
'OK, you're up,' the Genie says to the manager.
The manager says, 'I want those two back in the office after lunch.'
Moral of the story: Always let your boss talk first.
Lesson 2
An eagle was sitting on a tree resting, doing nothing.
A small rabbit saw the eagle and asked him, 'Can I also sit like you and do nothing?'
The eagle answered: 'Sure, why not.'
So, the rabbit sat on the ground below the eagle and rested. All of a sudden, a fox appeared, jumped on the rabbit and ate it.
Moral of the story: To be sitting and doing nothing, you must be sitting very, very high up.
Lesson 3
A turkey was chatting with a bull.
'I would love to be able to get to the top of that tree' sighed the turkey, 'but I haven't got the energy.'
'Well, why don't you nibble on some of my droppings?' replied the bull. They're packed with nutrients.'
The turkey pecked at a lump of dung, and found it actually gave him enough strength to reach the lowest branch of the tree.
The next day, after eating some more dung, he reached the second branch.
Finally after a fourth night, the turkey was proudly perched at the top of the tree.
He was promptly spotted by a farmer, who shot him out of the tree.
Moral of the story: B.S. might get you to the top, but it won't keep you there.
Lesson 4:
A man is getting into the shower just as his wife is finishing up her shower, when the doorbell rings.
The wife quickly wraps herself in a towel and runs downstairs.
When she opens the door, there stands Bob, the next-door neighbour.
Before she says a word, Bob says, 'I'll give you $500 to drop that towel.'
After thinking for a moment, the woman drops her towel and stands naked in front of Bob, after a few seconds, Bob hands her $500 and leaves.
The woman wraps back up in the towel and goes back upstairs.
When she gets to the bathroom, her husband asks, 'Who was that?'
'It was Bob the next door neighbour,' she replies. 'Great,' the husband says, 'did he say anything about the $500 he owes me?'
Moral of the story: If you share critical information pertaining to credit and risk with your shareholders in time, you may be in a position to prevent avoidable exposure.
Lesson 5
A little bird was flying south for the winter. It was so cold the bird froze and fell to the ground into a large field.
While he was lying there, a cow came by and dropped some dung on him.
As the frozen bird lay there in the pile of cow dung, he began to realize how warm he was. The dung was actually thawing him out! He lay there all warm and happy, and soon began to sing for joy.
A passing cat heard the bird singing and came to investigate.
Following the sound, the cat discovered the bird under the pile of cow dung, and promptly dug him out and ate him.
Moral of the story: (1) Not everyone who craps on you is your enemy.
(2) Not everyone who gets you out of crap is your friend.
(3) And when you're in deep crap, it's best to keep your mouth shut!

Smile and Stay in a good mood.
Brad

Issue #17: Are There Really Bad Ideas?

October 30, 2008

Welcome back,
It is time to take a minute and get away from all the stresses in your day. I would like to share with a few ideas I have been thinking about in terms of advertising and marketing this past week.
Upside to the Downside
I am launching a new weight loss business. I am proof that it works. For you it’s free. No pills, no special food, just two little things that you have in your house right now. Take a magnet and your last stock portfolio statement from your investment firm. Hang it on the fridge door.
I am down 10 pounds and took 4 years off retirement.
The Truth
I have finally met a man who had all the right answers for successful advertising and marketing. He was a Price Checker at The Dollar Store.
It’s Not Easy Being Green
Have you wondered how much paper waste the Liberal “Green Shift Program” created?
Good One Idiot
Who thought that white underwear for men was a good idea?
Ubiquitous Devices for Dummies
I dropped my Blackberry the other day. Now I can’t send email or text. I can't
check where I supposed to be and what I was to do when I got there.
I can’t make a phone call or take a picture.
I can’t surf the net, listen to music and I’m lost without GPS.
Sometimes in desperation there is inspiration. As I gazed down at the several broken pieces of black plastic, wires, and chips of my Blackberry,
I coined a new business phrase;
“I think that I just “Helen Kellered” myself.”
(Younger readers, Google Helen Keller, then you’ll get it).
Yellow Pages
I am sure that Yellow Pages has very nice people working there, but I haven't met them. Do they hire people from the Teamsters Union to sell this stuff?
I handled some negotiations this week on behalf of a few clients.
Yellow Pages is not an advertising vehicle in the 21st Century. It is a reference book for phone numbers. Spend accordingly.
The Hook, The Offer, The Point, The Promise
In the above topics I have attempted to entertain and amuse you in order that you would continue reading. It’s called “the hook”. A hook is used to draw attention to “the goal” or the “offer” in the advertising.
The offer still must be relevant to your target consumer and presented in an imaginative fashion and delivered with consistency and repetition.
…So I repeat;
“Ad Avoidance is really Uninspired Ad Avoidance.”
“Advertising is simply a Promise of Performance. Waste occurs when the performance of the advertiser does not live up to the promise in the eyes of a customer”.
CAB Convention in Ottawa.
I hope to visit with many of you in town next week. Hopefully the snow will be gone.
The Book: The Progressive Procrastinator
I bought it a year ago, haven't read it yet.
"Here til Thursday try the meatloaf."

Stay in a good mood,
Brad

Issue #16: Getting Your Buttons Pushed

October 21, 2008

The Moodswing Minute is designed for both advertisers and advertising sales professionals. Normally it is intended to promote the common denominators for improved client – seller relationships.
In this issue I would like to take a couple of minutes to focus on the radio business.
Overview
Private radio contends with many issues, one near the top of the list is audience erosion, and more importantly audience fragmentation.
Canadians tuned in to their radios for an average of 18.3 hours a week in 2007 down from 18.6 hours in 2006 and 20.5 hours in 1999 according to a report issued September 18, 2008 from Stats Can. (a small loss of only 2.2 hours over 9 years is admirable considering the fast paced emergence of other entertainment options and technologies).
Over the last couple years the CRTC has been awarding new stations at a pace not seen in recent memory. And as long as broadcast companies or wanna-be broadcasters want to apply, the CRTC will accommodate.
Last week the Edmonton market saw 4 new radio licences granted to Harvard Communications, Rawlco Radio, CTV and an independent application respectively. I am very familiar with the first three companies. They are strong broadcasters and committed to the industry.
But it brings the total of mainstream, in market, privately owned stations to 18 serving a 12+ population of just under a million people. (BBM Stats)

When there are elephants in the room, good manners suggest that you introduce them. Say hello to Supply ‘n Demand.
The radio business is exactly that…a business where owners and share holders expect a return on their investment, sooner rather than later.
Once the 4 new licences are on the air in Edmonton, an estimated 9,576 – 30 second commercials will be made available to purchase each week.. That is IN ADDITION to the commercial airtime that is already available.
Math
More supply = potentially lower in market ad rates
Lower rates = more sold commercials needed to reach sales targets.
More commercials = larger spot sets, potential “tune out factors” and diminished value for advertisers.
Myth:
“But we are #1 in the market we will be okay.”
Reality:
Fragmentation Adults 25 -54
The average Gross Rating Point Difference in 7 of Canada's major markets between the Number 1 and Number 6 station is .07 rating point, less than ONE point.
On any national buy using GRP criteria only, put the top six stations in a bag, hit it with a hammer and you will get the right combination everytime.
(Source S2, 2008 Adult 25-54
Vancouver, Calgary, Edmonton, Winnipeg, Toronto, Ottawa, Montreal)
Q & A
Should the CRTC to be more discriminating in their awarding of numerous licences at one time?
The ability for a market to sustain new stations goes beyond such factors such as generic reports on retail sales etc.
Audience decline and the rapid growth of commercial free, unregulated music, information and entertainment sources pose a considerable threat to the long term viability of the industry. Adding a large number of stations at one time does not increase radio tuning exponentially. It effectively “regulates profit” for the existing broadcasters.
I believe that the CRTC should seriously consider reinstating LSA’s (Local Sales Agreements) for stand alone or smaller radio operators in heavily clustered and small markets in order that these broadcasters can take advantage of the economics of scale as do their larger competitors.
This might stem the rush of applications to the commission.
Currently smaller operators have few options to grow their companies outside of the application process.
History shows that LSA’s add to format diversity and profitability.
CCD aka Canadian Content Development.
Commitments now go beyond the support of Canadian music and emerging artists. It now extends into journalism etc. in order to create original content for broadcast.
Is it unrealistic to have applying broadcasters retain a portion of their commitment in order to hire and train local journalists and on air personalities?
Isn't "Canadian Content" development really the training and development of people, the next generation of broadcasters?
Who better to train young broadcasters and journalists then working broadcasters and journalists?
Currently new licence recipients commit to hundreds of thousands if not millions to CCD during their first seven year term and then in many cases must run a “lean” operation in order to reach a profit position.
The CRTC can create a reporting system that will ensure broadcaster accountability..

And Finally....In the News: A Portfolio Analysis
"This is worse than a divorce...I've lost half my net worth and I still have my wife".
-author unknown (smart guy)

Until the next time...

Stay in a good mood,

Brad

Issue #15: Henny Penny

October 8, 2008

Is it finally true? Is the sky falling? As of midnight last night the current US debt was
$10, 192,784,684,122.13. Say it out loud.
Most consumers are paying attention to the world financial markets and US government bailout of Wall Street.
Canada won’t escape the full impact of world events. It can't.
Customers:
Your customers are facing psychological body blows every time they turn on the news, TV, radio, newspaper or surf the net the reality sets in that their investments and long term savings are taking a bullet. A common reaction is to head for shelter with wallets firm in hand.
Business:
The time to prepare your business for the future is right now.
What are you going to do? First, remember this;
Adapt or Die.
There are strategies you can use to protect your business. Here are just a few suggestions;
First communicate to your staff your vision of the future. Doing more with less is a reality. Accountability and productivity is a priority. Your staff will respond positively if you first prepare and guide them.
Marketing & Advertising:
Advertising is usually first in the “cost cutting” cross hairs.
If you are in marketing, it is a time to revaluate commitments and rationalize the expenditures. Consider getting independent advice.
From the media side, join in the rationalization process. But be specific, as every media outlet will claim to be essential.
If your customer’s competition cuts ad budgets, they are likely to follow. There are many examples from the past where companies who maintained well focused marketing strategies through tougher times became market leaders as economic times got stronger.
Strategy:
Some companies will examine their product offerings and realign their inventory to better position their business during tougher times. They may introduce a lower priced product line or special discounts.
Focus on current customers in order to keep them consistant spenders. It is much easier and cost effective to grow current customers.
Use other elements of your inventory or customer service in order to preserve your customer base. Package items i.e.: to “accessorize” the main purchase.
And finally:
Josh Gordon a New York based business consultant says that “…there have been 9 recessions in the past 50 years. The average length of each was about 11 months. But all recessions end.”

Stay in a good Mood,
Brad

Issue #14: Hitting The Wall & Hockey

October 1, 2008

Welcome to the NEW Moodswing Minute.
I hope that you will enjoy the new format and that you will visit often.
In April 08, the original emailing list was 30 media and marketing professionals across the country. It has grown to over 250 +. And now…the world.
Please feel free to post any comments or questions on any of the Minutes. All past MSMs are here.
We are working very hard on getting the new Moodswing Media website up and running.
There will be a direct connect to this page from there. But until then please book mark this page.

1.) Wanna Lose Weight?

M$M: I call it The Wall Street Diet.
No pills, no exercise, no prepackaged survivor rations.
Simply go online and have a look at your investments this week. Still hungry?
In speaking with my financial planner of the firm of “Duck and Cover”, he is suggesting that I look into their new “Freedom 75 Program”.
You have to laugh as you don’t want to cry in front of the children.

We are all a little numbed by what is going on in the US. Most consumers are asking “how could this happen?” It is uncertain how consumers will react. Be flexible with your messaging, product offers and promotions. Relate your product or service to reflect the current consumer mindset.


2) The New Hockey Night in Canada Theme

http://anthemchallenge.cbc.ca/

M$M: Take a break for a few minutes and listen to some of the submissions. Some of them are very strong and others…not so much.
There are number of great musical tracks that will not get picked for the finals. I was thinking what a waste of great Canadian and original talent.
There are a number that would make great background sound tracks for commercials or productions. I am hoping that when the contest is over we can have access to the performers and their entries.
CBC is currently picking the semi-finalists.

Stay in a good mood,
Brad

Issue #13: Meet The Milennials

September 15, 2008

Welcome back, and thank you for taking a minute. I have been doing research on behalf of a few of my clients lately around targeting their products to different consumer groups and what method, (new media, traditional media, combination of both etc) and which creative approach will best relate a client’s product or service to specific consumer groups. One group I was looking at actually lives in our basement.

Meet The Millennials… people born between 1980 & 1995.
60 Minutes aired a story some months ago that summarized in 12 minutes the challenge of managing this generation of employees. But there are lessons to be learned in terms of how to market to them as well.
If you missed the story, click on the link below to view. BTW: there is a commercial leading into the story.

The Millennials! http://www.cbsnews.com/video/watch/?id=3486473n

M$M: This story is just scratching the surface, but It is more evidence that a consumer target of Adults 25 – 54 is irrelevant. Smart advertisers and those who market media services will eventually have to revisit methodology. It is obvious that a 25 year old will not relate to your product as a 50 year old will with a single message. But if you sell cars, furniture, houses, financial services, whatever, the younger consumers are important as they will carry your business into the future.
One suggestion is that demographic targets should probably be split into 10 year segments where lifestyles and interests are similar.
IE: Adults 35- 45. It is more work and requires more planning. But the end result is more effective communication with potential customers and effective use of marketing dollars. (it isn’t going to get any easier).

In terms of managing them, be a buddy, excuse poor work habits and shave your head. That ought to work,

Please feel free to forward M$Ms.
And once you have watched the story, let me know and I will send your mom a note…good job.

Stay in a good mood,
Brad

Issue #12: A Quick Heads Up

September 3, 2008


Stephen Harper to Call a Fall Election, Possible Date is October 14, 2008.

M$M: If what you have been hearing in the news reports on radio and TV are true, available commercial inventory on radio and TV stations may be sold out very quickly. The reason? Fall is traditionally a busy time for media outlets anyway. If the election call comes, by law radio and TV stations MUST set aside commercial inventory for the national political parties throughout the campaign.. Local candidates’ advertising does not count against this total.

For broadcasters inventory management is critical in order not to BUMP local or national clients in order to provide the necessary time for the federal parties.

For business people and retailers waiting for special rates or discounts, my advice is not to wait much longer. Book your fall flights.

Electronic media is a supply and demand business. A federal election will increase demand substantially.

Stay in a Good Mood.

Issue #11: Bell, Bologna and Suits

August 38, 2008

Well Hello,

I know it’s been a month or so since we last talked. I hope that you have taken time to relax and recharge your intellectual battery.

A few interesting news items in business, advertising and marketing have occurred, so lets get caught up.

1.) Bell Hangs Up On 2,500 Jobs is from July 29th, The Star.com by Tony Wong, Business reporter. “Canada's largest telecommunications company has announced that it would cut the management ranks at its Bell Canada phone subsidiary to provide an annual savings of $300 million in salaries. The $52 billion leveraged buyout of BCE – the largest of its kind in the world… by a group led by the Ontario Teachers' Pension Plan and U.S. private equity buyers. BCE is set to take on $32 billion in debt as a result of the buyout, which means there is pressure to improve cash flow at the telecom, say analysts. However, BCE said yesterday that "non-management front line service" positions would not be affected by the cuts.

MSM: Firing 2500 mid and senior management people will not impact customer service? How can you connect those dots? The new owners need to deal with the debt of the purchase and continue to return value to their shareholders. I get it. This is a slippery slope. In essence they have purchased ( or will purchase, deal is due to be done by Jan 1,09) equipment, land, technology and the past performance record of that company. Inspired corporate performance comes from it’s people. It is managers and leaders of that company that are responsible for providing an atmosphere of creativity and loyalty of the employees department by department in order to deliver customer service and continued profit for the company. What happens to the psyche of the employees of these fired managers? They probably hear footsteps, real or not. Therefore they won’t give of themselves or go that extra mile on behalf of the business interests of that company. Eventually the result is less performance, less customer satisfaction, less profit. Your business is; your people. It is the one distinctive competitive advantage you can control. By the way, I am sorry to see Frank and Gordon leave. I thought that campaign was brilliant. Others may disagree.

2.) “Trust is Hard to Earn and Easy to Lose.” So what does Maple Leaf Foods do now?
Eleven deaths are now being attributed to the listeriosis outbreak from the Maple Leaf Foods plant in Toronto. There are 26 confirmed cases of listeriosis across Canada, while another 29 suspected cases remain under investigation. The number of suspected and confirmed cases are likely to rise.

MSM: This is a tragedy for those poor people affected. We won’t rehash the story that’s not our role. Maple Leaf, formed in 1898 is facing the challenge of it’s corporate life. At this date, it is impossible to tell if the brand will survive. What is next for Maple Leaf? What would you do? Legal will be kept busy for the foreseeable future, but how would you go about the heavy task of rebuilding trust & credibility with customers?

A positive first step in a long parade is now on You Tube. It is a message from President and CEO of Maple Leaf Michael McCain addressing this issue. http://www.youtube.com/watch?v=cgk3o3AJM2U&NR=1 Watch it for yourself and be the judge.
Maple Leaf, true or not, is perceived to have become complacent with process and now is paying the ultimate price.

The lesson; “The Bullet That Gets You Is The One You Never Hear.”
Take the temperature of your business, your competitive advantages and disadvantages.
Review your business philosophy and goals with your people. Look for weaknesses in your systems, image & customer experience. Ask your employees. They might have answers to the questions they’ve never been asked. No one wants to get Maple Leaf-ed.

3.) Special Pricing Offer JUST For Oil Company Executives

So here’s the idea. Oil companies do not have an exclusive right to these “automated price change signs”. Get one.
When oil company executives come into your store or place of business start rolling prices…up,
Then down,
Then hold it for a minute.
Oops, there it goes….up again.
“We just got word, dress socks just went up .50 cents a pair from the time you walked from that department to the cash…no really”.
“Hey, don’t blame me, it is The World Sock-Cartel.


Thanks for letting me into your in-box once again. I promise shorter Minutes in the future.
Stay in a good mood,
Brad

Issue #10: Fetch

July 24, 2008

Hello Again,

It’s been a couple of weeks and I have racking my brain (not really) to share interesting, entertaining or informative items that will provoke thought. But in the dog days of summer, I have become….uh…just lazy.

1.) The Dog Days of Summer??

M$M: The term "Dog Days" was coined by the ancient Romans. The Dog Days originally were the days when Sirius, the Dog Star, rose just before or at the same time as sunrise. The ancients sacrificed a brown dog at the beginning of the Dog Days to appease the rage of Sirius, believing that that star was the cause of the hot, sultry weather. (Take that David Suzuki).

2.) “Economic Growth to Pick Up”, Carney Says

M$M: If you missed what Bank of Canada Governor Mark Carney said last Thursday, I have attached a link to Globe & Mail’s Report on Business. Mr. Carney also wins this week’s award for “Old Words, New Meaning” with the phrase “The New Normal” … Read on.

http://www.reportonbusiness.com/servlet/story/RTGAM.20080717.weconomy-banks18/BNStory/Business/home


3.) “Your Reputation Is Simply Something That Is Said About You When You Are Not In The Room.”

M$M: Your is the first thing a person thinks of when your name or business is mentioned.
It is their immediate feeling or impression of what you stand for and what they might expect when dealing with you or your company.
In advertising, this is called Branding.

Example: What is the first impression or feeling do you get when you think of “Boiled Cabbage”? That’s branding.

In sales whether it is Retail, B2B, or Media; your reputation or brand is earned by your actions. A great reputation is hard to earn and easy to lose.

4.) Last Thought:

M$M: The Sub Prime Meltdown in the U.S. is simply the global version of 10 minutes on the stairs for bad behavior.

Stay in a good mood,
Brad

Issue #9: Service, Selection and Cliches

July 02, 2008

M$M: I offer the following as a PUBLIC SERVICE to all business people, retailers and professional media sales people.

The next time you are struggling to find the right connecting words for your advertising (or your client’s advertising), look no further than the below list of words that are guaranteed to be…words.

There is some wonderfully creative result oriented advertising being done by ingenious marketers and it works.

Unfortunately even today, it is outnumbered by much advertising anchored in mediocrity. This has given birth to the marketing term;
“Ad Avoidance.” It’s when consumers purposely attempt to avoid your message or that of your client. This act is demonstrated in the following manners: fast forwarding, punching to the next station, turning the page or clicking off the site.

It should be called “Bad Ad Avoidance”. “Sale ends 6pm Saturday” advertising in any form has no meaning or value to the consumer. (I could go on for an hour this topic, but I won’t).

The challenge in your advertising relationships is how do you avoid turning your business (or your client’s business) into a cliché?
Don’t settle…great advertising creative is out there. Get it. You deserve it.

Dictionary.com Cliché
cli·ché
a trite, stereotyped expression; a sentence or phrase, usually expressing a popular or common thought or idea, that has lost originality, ingenuity, and impact by long overuse

Do any of the words or phrases sound familiar in your advertising?

The Last Words In Advertising Courtesy of The Great George Carlin
just click on the link below.
http://www.youtube.com/watch?v=5bhbJJOUBn0&NR=1

M$M: And finally, Thanks to many people for the great feedback from last weeks MOOD$WiNG Minute #8, Its appreciated.
So in the future, we will add WORDS of the WEEK.

New Word or Phrase / Old Meaning
Right Sizing / You’re Fired

Summer time and the living is easy! Enjoy.

Stay in a good mood,
Brad

Issue #8: Old Words New Meanings

June 24, 2008

I love words. My first job in broadcasting was as a writer. That experience has served me well over my career. Advertising after all is an idea based business. Ideas are communicated through language, simple concept. New combinations of old words and phrases are used today to reflect our times and technology. I thought in order to understand the new definitions of words that we should revisit their original meanings. (at least as I remember them).

For example:

New Word or Phrase / Old Definition
1. Viral Marketing / Advertising for an After Hours Clinic
2. Synergy / Having Strength to Sin.
3. The Big Bang Theory / Locker Room Gossip
4. Tipping Point / When to Leave the Restaurant
5. 50 Is the New 30 / (Maybe, But You Won’t Get The Music).
6. Carbon Footprint. / What’s left after Walking on Hot Coals.
7. Carbon Tax / A Practical Joke at the end of Walking on Hot Coals
8. Cross Platform / Where Jesus died.
9. Life Coach / Shrink
10.Sensitivity Training / Whatever
11.Opportunistic Parasite / Brother-In-Law
12.Skill Set / Tool Box
13.Deliverables / Shipping Cattle
14.Horizontal Management Structure / He’s asleep.

Marketing Is A Game Of Word Phrases

M$M: With such a massive flood of information and advertising, no one has time to listen, read, watch or surf for it all. People will tend to skim the vast amounts of information and catch only on certain words or phrases that interest them. Instead, people want the most value in the least amount of time and satisfy what they want. How then can your advertising or your clients’ advertising stand up and pique that interest?
Advertisers and consumers alike are simply seeking: knowledge, opportunity and value.
You must then use phrases and words that most immediately relate your product or business to those key areas.

Issue #7: Name that Tune

June 17, 2008

I have been thinking about a news item that was in the forefront of media coverage over that last couple of weeks. It isn’t about gas prices. And it isn’t about which Member of Parliament makes poor choices in bed buddies. I have been thinking about “Jingles”

I Can Name that Tune in 5 Notes

It is interesting how many people across Canada who have reacted to the controversy of the CBC decision to walk away from the theme to Hockey Night in Canada.
News coverage, talk shows, internet blogs were all basically condemning the action. A theme song or jingle was actually important to them.

For over 40 years one song has been intimately connected to each and every winter Saturday night. Whether you are a hockey fan or not, every Canadian knows the HNIC “jingle”. (You can hear it in your head right now).
Even if you were in another room and you heard the first five notes, you knew it was hockey time.

While the HNIC broadcast has changed drastically over the years, the one constant was the HNIC “jingle”. As with every business, that musical image was the audio personality of the program.

How many advertisers would love to have a five note recall or associative memory with their audio image or “jingle”?

It can be done. A great audio concept that is aired frequently and with consistency can establish the connection with the listener within seconds.
For example..
Who is “Zoom Zoom”?
The consumer to product association is made; now make an offer.

A strong positioning piece of music for TV or radio actually saves advertising dollars, it doesn’t increase them. Roy Williams “The Wizard of Ads” calls this “The Impact Quotient”

The word “jingle” doesn’t do justice to a theme that has been described as “Canada’s 2nd National Anthem”. But in fact it was written in 1968 by an advertising jingle writer, Dolores Claman. She had written music for everything from toothpaste to toffee.

CTV and TSN have stepped up and purchased the Hockey Night in Canada Anthem for use for their own hockey products and broadcasts. On the surface, it was a great PR move and garnered much support from across the country.
But, how many people will immediately think of CBC each time they hear it?

It’s as if Burger King started using “You Deserve A Break Today.” Hey, there’s a thought.

From an advertising perspective, “I can name your business in 5 notes (or five words)” is possible.
The success or failure of an advertising campaign has little to do with how much you paid for it. It’s what goes INTO it.
Great ads and lousy ads cost the same.

Note: a portion of this minute was resourced from a Globe and Mail article. For the complete story, click on
http://www.theglobeandmail.com/servlet/story/RTGAM.20080612.wcomposer12/BNStory/Entertainment

Stay in a good mood this week. Pass it on.

Brad

Issue #6: Born or Raised Digital

June 09, 2008

Good Morning,

A couple of years ago I had the pleasure of meeting Dr. Michael Geist. He is a law professor at the University of Ottawa where he holds the Canada Research Chair of Internet and E-commerce Law. Dr. Geist also reports on the Internet and law and is a columnist on technology law issues that regularly appears in the Toronto Star, Ottawa Citizen & Vancouver Sun. Visit his blog and website at http://www.michaelgeist.ca It is a fascinating read.

The following is an excerpt from his column of June 3, 2008

Born Digital or Raised Digital
“….. the online environment weaves its way into the fabric of the daily lives of millions of Canadians. Whether for education, entertainment, communication, or commerce, the demographic data demonstrates that an ever-increasing percentage of the population is either "born digital" or has been "raised digital."In Canada, five and a half million people (17 percent of the population) were born after Netscape launched its first web browser in 1994. While these Canadians are not yet eligible to vote, there is another very large cohort that is - the additional seven million Canadians (20.5 percent of the population) who were under the age of 15 when Netscape debuted. Putting this into perspective, it is no exaggeration to say that nearly 40 percent of the Canadian population can scarcely recall a world without the Internet and that this group unsurprisingly views digital issues as important.”

M$M: Gone are the days of consumers driving from place to place comparison shopping. You are open 24/7. Does your site reflect your business principles and what your business offers as a competitive advantage, not just available specials? In most cases, first contact with your business comes from your web site.

To broadcasters, “Selling time for money” reps are the modern age dinosaurs. Today’s professional advertising consultants are not one dimensional. They understand the available media choices and how to exploit and coordinate their advantages on behalf of each client.
Regardless of what you may hear, the “new” media is not a replacement for “traditional” media. Broadcast media gives your website reach, profile and “separation” from the 2000+ other businesses that could show up on a Google word search.

On a Related Topic…
From The Canadian Press, April 2008: After 80 Years, Canadian Tire Stops Publishing Catalogues
"We've done a lot of research around customer shopping habits and the reality is, with consumers, they really are spending a lot more time online. That's where they go to obtain the information they're looking for," said Lisa Gibson, a spokeswoman for Canadian Tire. "There's a lot of research out there that says the readership and retention of annual catalogues is declining, and obviously, as a result [of the change], you're saving that many catalogues from being printed and then ending up in the recycling or garbage."

M$M: Interesting to note that Canadian Tire is still a leading advertiser in traditional broadcast media.
It is worth repeating… nearly 40 percent of the Canadian population can scarcely recall a world without the Internet.
In the mood for a change? Your customers are…

As always, your feedback is appreciated. Please feel free to forward this email to business acquaintances and staff.

Until the next time, Stay in a good mood.
Brad

Issue #5:Real Customer Service

May 30, 2008

A couple of weeks ago M$M #3 talked about how to maximize your advertising and marketing dollars with a solid offer presented creatively. You may remember I wrote that “advertising is simply a promise of performance. Will the customer experience the promise from your advertising inside your business? “ The promise made comes from not only advertising but also from your sales people or staff on the floor.

What happens if a client or customer does NOT experience the promise?
M$M: I came across an interesting article written by Ben Barry some time ago that deals with client and customer complaints. This is one of the most important marketing activities you can do for your business. I have edited it for length and added a couple of my own thoughts. I hope you will find it helpful.

The Disgruntled Customer: How to Deal with Customer Complaints.
All business owners fumble. Whenever customers complain, they are actually assisting in building your business.

Critiques reveal something unfavourable about your offering that you previously did not know. You were only made aware of the error because the customer told you. In fact, seeking this same feedback motivates big business to pay expensive marketing consultants and researchers. You get it for free.

Complaints also allow you to create a stronger and more profitable relationship with consumers. When properly managed, complaints turn into increased customer satisfaction, loyalty, and referrals.

The following are important steps for turning a negative into an important positive:
Immediacy. Deal with the complaint within the day.
Apologize. When you receive a complaint, apologize first and foremost. Your apology shows the consumer that their experience is of utmost importance to you.
Understand. Summarize the customer's problem to them.
Take Responsibility. Take full blame for the problem, even if others were more responsible than you. Do not make excuses.
Composure. When addressing a complaint, remain calm.
Be Confident. In order for the customer to have confidence that their complaint is being handled correctly.
Repatriation. To further show consumers that their negative experience will not repeat, provide them with an incentive to return to your business
Thank You. Thanking them reaffirms that you were listening, and they are likely to remember that you thanked them for bringing a problem to your attention. Follow up in writing.

Customers have an amazing ability to express the smallest level of disappointment, but they will also tell everyone about an amazing experience.
Please feel free to forward A MOOD$WiNG MINUTE to a friend.
Thank you for your feedback, M$M is now going out to over 140 broadcasters and business people from coast to coast.
If you have missed any of the previous editions and would like receive them, just drop a return email and I will gladly forward them to you.

Stay in a good mood,

Brad

Issue #4: Two Words and Tourism

May 20, 2008

Hello again,

I hope that you have been well the last couple of weeks.
Since we last got together the price of gas has gone through the roof, fermenting vegetables will apparently be the next new fuel. And for some unknown reason to most, the price of rice of all things is the next to sky rocket.

I was in my neighbourhood grocery store the other day and there was a sign at the cash that said…”Due to the impending and anticipated price increase of rice we have had no choice but to reflect it in our pricing.” The first thought I had was.. ”we are beating the rush and raising the price now”.

Thank you to so many of you who sent an email to me in regards to TED. I appreciate the feedback. More than a few are spending time with TED.

1.) www.trendwatching.com

M$M: This is a great site from the US. I was introduced to it from a friend of mine, Doug Anderson, of Hippo Media www.hippomedia.net It is a site that follows and predicts upcoming consumer trends based on research that they have conducted.
I visit it often. Spend a little time with it. It will give you a sense of what we might expect in the future.
As they say… “In business, adapt or die.”

2.) Tourism
Gas prices, the Canadian dollar, air fare prices, etc, whatever the reason, the tourist industry in your part of the country is bracing for a tough year. People are more than likely to stay close to home this year. What can you do?
M$M: Create a promotion or cross promotion with tourist attractions in your area,. You can use the local tourist attractions to your advantage. A Hometown Holiday. For example, Could you give a gift with purchase? Discount coupons? Free admission coupons?
Most tourist smaller attractions in your area can’t afford a strong marketing campaign so any publicity or promotion would probably be welcome.
My guess is that if you put enough thought into it, you could create a week long holiday for four, a different attraction everyday that would be as enjoyable for winners as if they had traveled out of your trading area. Just a thought.
Bottom-line : If consumers are worrying about higher costs of staple products, chances are they are not thinking about you. Ease the stress. They will thank you for it.

3.) Two Words

Think of a current problem or difficult situation you may be having with an employee, there are only two possibilities of why you aren’t getting desired actions or performance.

M$M: They CAN”T do what you have asked or they WON’T do it. Think of the specific issue and simply ask yourself, which one is it?
Your answer is usually there.

Now if you will excuse me, I will be tearing up my entire backyard and planting corn…and then sell it to Esso.

Brad

Issue #3: Advertising 101

May 6, 2008

1.) “You know what they Say.”
A popular saying illustrating how difficult it was to reach potential customers is attributed to John Wanamaker for his department store,

John Wanamaker (July 11, 1838 – December 12, 1922) was considered the father of modern advertising

"Half the money I spend on advertising is wasted; the trouble is I don't know which half.“

M$M: After 100 years it is still true in many cases. We just have many more media options to second guess.

Here are a couple of thoughts for both media sales people and clients:
*Start with an idea.
*Check strategy and tactics.
*Define executables and commitments.
*Measurement Criteria
*Execute with Efficiency

Clarity of Purpose: Have a plan, short term and long term.
Measurements: Have defined expectations that are reasonable, measurable and attainable.
Focus on the Message: Make it memorable.
Advertising is simply a promise of performance.
Will the customer experience the promise from your advertising inside your business?

2.) Specialty TV Revenue Report 2007. Courtesy THE CRTC
This industry continued to experience strong growth in 2007.
The total revenues of $2.7 billion were generated from the following sources:
*$1.2 billion from subscribers of cable distribution services
*$574.8 million from subscribers of direct-to-home satellite services
*$928.8 million from national advertising
*$19.8 million from local advertising, and
*$44.3 million from other revenues.
M$M: I guess that’s why they don’t sell rabbit ears with plasmas.
3.) “The Best Indicator of Future Performance is History”.
M$M: Think about this when you’re in the hiring process or performance evaluations of staff and suppliers.

Issue #2: Introducing TED

April 21, 2008

I would like to thank many of you for the very positive comments and feedback
on the inaugural MOOD$WiNG Minute last week.
If I missed you on the list and you would like to see it, just drop a return email. It would be my pleasure to send it to you.
B
This week: “TED”
M$M: I was introduced to a website by a business acquaintance last fall, since then I visit it often.
If you haven’t met him yet, I would like to introduce you to TED.
TED stands for Technology, Entertainment, Design.
TED began in 1984 as a conference devoted to the converging fields of technology, entertainment and design. Over the years the scope has broadened, but the formula remains the same: gather the world's leading thinkers and doers; offer them four days of rapid-fire stimulation. The result? Unexpected connections. Extraordinary insights. Powerful inspiration.
The annual conference now brings together the world's most fascinating thinkers and doers,
who are challenged to give the talk of their lives (in 18 minutes).
M$M: Please give yourself a treat and visit www.ted.com
There are over 200 entertaining 18 minute videos from some of the world’s brightest people such as Richard Branson to Stephen Hawking. One of my favorites is Richard St. John: Secrets of Success in 8 words, 3 minutes
You won’t regret visiting with TED.
Please feel free to forward this to a friend.

Issue #1 First Editon

April 29, 2008
Good Afternoon,

I come across interesting information from time to time and always think who would find this useful? So, I thought that I would send out very short emails periodically to business people that I have come to know over the years.
A MOOD$WiNG MINUTE will be short and sweet, I promise.
I will only send it when I come across or think about an item of interest (at least interesting to me).
A MOOD$WiNG Minute will focus primarily advertising and marketing issues, changing media habits, technology etc. That’s because I am not a doctor.
IF you would prefer not to receive this, just send a return email.
1. Does Ottawa Look on-line?
I have done a little research on behalf of a client … here’s what I found:
The UsedOttawa.com site sees 13 million page views and 360,000 unique users per month.
M$M - That is almost half the population of Ottawa. Its free to individuals, businesses pay an inexpensive fee for banner ads. I knew it was popular, but those numbers blew me away. Based on what I have seen for sale on the site, shoppers are coming from all walks of life in Ottawa and eastern Ontario. (I don’t have any affiliation with the site).
2. The Definition of a “satisfied customer” is simply one who perceives a lack of a better alternative!
M$M - This relationship is based when a customer perceives personal service, attention to detail and product value. Price alone is the last line of defense. If a customer doesn’t believe in you or the quality of what you represent, they won’t do business with you at any price. If you have ever lost a customer because they have told you that competitor X will sell it cheaper, that won’t be the whole story, there is still another reason. You just don’t know it. It might have to do with the customer’s inability to distinguish the difference between the two products or services offered and opted for cheaper.
3. Satellite Radio. According to the Bureau of Broadcast Measurement, Satellite Radio tuning is less than 2% of total tuning in Canada. (Source S4, 2007).
M$M - Most comments are that it has replaced their CD player NOT their favorite local radio station.