A Moodswing Minute

Issue #40 Fighting Boredumb

2010-01-27T09:03:00.010-05:00

January 27, 2010

MSM: Welcome back. I beleive that the following article is a must read for anyone in business. It doesn't matter what you do for a living. YOU are the most important and valuable asset for your business or your employer's business. When it comes to taking inventory have you checked your head lately?

Maybe You're the Reason Your Job Is Boring.
By Susan Cramm

If you are finding your job a little boring, you aren't alone. There are many who feel trapped in their current jobs since the economy has removed a few of the seats in the corporate game of musical chairs. But I challenge you to see that it's actually you, not the job, that's boring. First, see if you recognize any of these hard truths:
You're on autopilot.
When bored, our brains shift into autopilot. This isn't a good thing for you or your company. Unfortunately, shifting into autopilot is what our brains do best. Our past experiences create the neural pathways upon which our survival depends. The brain interprets current reality and responds to similar situations using behaviors that have served us well in the past. These shortcuts help us save time, but can also sap our interest.
Your energy level is less than impressive.
When we are bored, our energy level dissipates and we lose the focus and purpose so necessary to excel at the job at hand. Our brains no longer work for us and actually start working against us.
You've become a conformist.
It's not unusual for leaders to start sleeping on the job once they hit year three or four. At this point, they have molded the organization in their own image. They know their people, processes, and technology aren't perfect, but have adjusted to their imperfections and lose sight of the opportunities for improvement. Every day brings the same set of problems and the same responses. From a performance perspective, the sharp "blacks" and "whites" so obvious on Day 1 become indistinguishable shades of gray. "I can't believe what's going on here!" slowly but surely becomes "I can't believe how tired I am!"
So what's the solution?
Wake yourself up by renewing your leadership agenda. Re-engage by mentally firing yourself and spending the next few weeks acting as if you just joined the company. This entails assessing the current situation anew with the help of key stakeholders. Make it a disciplined process. This isn't as easy as it sounds. Although you are bored, you are also extremely busy. It's time to make sure that the "First 90 Days Attitude" activities take priority in your calendar. Activities such as clarifying strengths and opportunities, confirming the mandate for change, and determining how to better allocate existing resources.

This approach is uncomfortable and definitely not boring. But it's far better to fire yourself mentally today rather than wait for your organization to do so — for real.

Susan Cramm is the founder and president of Valuedance. A former CFO and CIO, she is an expert on IT leadership. She is the author of 8 Things We Hate About IT

MSM: Boredom may be sapping the strength from you, your company, employees, even customers and costing you money
The fight is on. Take Back Your Brain, Protect It From Boredom.

>

Don't let the Boredummies get you!
Stay in a Good Mood,
Brad

Issue #39 Merry Christmas & Happy New Year

2009-12-21T13:46:00.016-05:00

Thank you for spending time with The Moodswing Minute during (most) of 2009. Next year we promise to tackle the hard issues of "Is Customer Satisfaction overated?" "How to Over Promise and Under Deliver with a Straight Face." "How to Run Your Business as if you were an Elected Politician." And so much more..
To my Moodswing Media clients, thank you for your support in our first full year in business. Your faith and trust is much appreciated and I look forward to working with all of you in the new year. To the readers of MSM, it is because of you that I do this. I hope that you have enjoyed it and have picked up a few new tid bits that have helped you in your business life over the last year. I sincerely appreciate your time and feedback.
For this week, let's take time for a smile.

Jeff Dunham (the most viewed person on YOU TUBE for a good reason; he is one of the very funniest people out there) He gets the last word for 2009. Enjoy.

Stay in a Good Mood,
Brad

Issue #37 Master of Your Domain

2009-10-28T16:48:00.010-04:00

October 28, 2009

Recently I had the experience with a “cyber squatter.”
Cyber Squatters are people who list hundreds of unused domain names and wait for the call. And then they will offer to sell your name to you.
A Moodswing Media client has owned the trademark on his business name since 2006. The squatter listed the name and its various on line versions in 2007. (.com, .ca, etc)
There were 4 domain names that my client needed to continue to grow his business. The offer from the squatter was $4000.00 US dollars.
There must be laws in place to protect you and your property, your NAME. That’s what I thought. So after a little research:
"Cases of Cybersquatting often cause the most concern to trademark holders and have been the subject of the majority of litigated disputes. Generally, however, if someone who lacks a legitimate claim registers a domain name with the intent to sell the name, prevent the trademark holder from gaining access to the name, or divert traffic, this activity will be considered Cybersquatting. The case law in the area of cybersquatting is settled. No cybersquatter has won a court case against an intellectual property holder anywhere in the world. When confronted with such bad faith behavior courts have stretched existing law in order to prevent the cybersquatter from maintaining control over the domain name".
Sounds simple enough, but the problem is that you have to sue the cyber squatter to get your own name back in your possession. That can be an expensive, drawn out process and the squatters know it. They bank on the fact that you will weigh the legal cost, the many months it will take for lawyers to go back and forth, the possibility to end up in court, not to mention the lost opportunity cost and you will settle and pay them.
In our case we made a decision to buy his names and after negotiations we were able to get the names for $2,750.00 US.
Yes, it sucks and it’s wrong, but yet there it is.
Cyber Squatters are pros. Most have been doing it for many years. They have heard it all, the yelling, the threats and will still make a very nice living while waiting for your call.
Until the laws are modified and caught up to the speed of the internet, these parasites of the web will continue to thrive.
Large companies such as McDonalds, Nike or some other version of multi-national companies that may have an army of lawyers to go after the basement dwellers can quickly scare them off. But if you are not one of these large companies, you need to take preemptive steps. Most victims of cyber squatting are small to medium size businesses or entrepreneurs. Even companies with “tech guys” get burned.
Here are a few suggestions that may help you;
- Go to one of the many domain registries and buy as many variations of your business name as possible with as many available extensions as possible. It only costs around 10.00 a year.
- If you are even thinking about launching a new business or name change, first go online and see if the name is available.
- If it is, buy it and then trademark the business name.
- Buy YOUR name as a domain name. Think about the future and primary points of contact. Currently 75 to 85 percent of potential customers have visited your website prior to first contact. How long do you think it will be before everyone branches beyond Face Book?
- If you find that there is someone sitting on your name, there are great sites that will help you with a secure purchase and execute the transaction. Escrow.com, Domainsatcost.ca. In Canada you need to be registered with CIRA (Canadian Internet Registry Authority).

Take a few minutes and avoid the “dough-main” name scam.

Since you were probably thinking that this edition of the MSM would focus on the famous Seinfeld episode… here’s your payoff.
If you are too young to remember with this particular episode, ask your mom and watch her face.

Stay in a good mood
Brad

Issue #36 There is a Pig in my Head.

2009-10-16T14:26:00.008-04:00

October 16, 2009

Question: Do you know who REALLY needs help with branding?
Answer: THE CDC, Center of Disease Control.

Mad Cow, Swine Flu, Bird Flu, the origins of these diseases are commonly named for how they were first discovered and the instance when it was first reported that they were transmitted to humans.
If you remember when The Swine Flu was first detected on a ranch in Mexico it was originally called The Mexican Flu. The Mexican Government objected strongly to the name due to fear of lost tourism to the entire country just because this flu was detected on one ranch. Wtihout thinking of the consequences the CDC then referred to it as The Swine Flu.
Now the perception problem; consumers feared eating pork.
Unlike Mad Cow where the sickness can be transferred to humans after the processing, you cannot catch Swine Flu by eating pork.
Yet, the pork industry in Canada has been decimated.
So once again, for clarification, the CDC announced that the more accurate name for this serious ailment and encouraged the media to now refer to this flu strain in its true name of H1N1. It kind of just rolls off the tongue doesn’t it?
But its too late, the image of Swine is now implanted into the psyche of the public. The big brains can give it any compound name it desires, but to Mr. and Ms Everyday it still is The Swine Flu.
To be fair, the CDC has more on its collective mind than thinking up catchy disease names, but maybe they could borrow an idea from The U.S. National Hurricane Center.
Due to the long-term persistence of hurricanes, the meteorologists needed unique identifiers for issuing forecasts and warnings. Probably the most famous in recent memory is Hurricane Katrina.
Based on the success of this identification system of serious storm forecasting by the US Hurricane Center, The Moodswing Minute has a suggestion to the CDC for naming the next new strain of the flu. Why not name the next flu strain… for example…The Gary Flu.
“Wash your hands thoroughly to avoid passing Gary onto others.”
“If you have Gary, stay in bed.”
“If you’re feeling Gary for more than three days, call your doctor.”
“Take steps to avoid Gary by sneezing into your arm”. (Sucks if you are wearing a short sleeve shirt).
By taking this new direction in “name” branding diseases, we believe that there will be no harm, no fowl (ha) in terms of product consumption or tourism.

The Swine Flu is actually a great example of “mental imagery.” The name attaches an easy mental visual with the mainstream. For example...

Consumers cannot attach a mental image to H1N1.
And everyone unknowingly attaches a mental image to people and businesses. Often this “perception” is made with the smallest amount of information. If you are trying to attract new customers, it is vitally important that your choice of words and / or images convey immediately who you are and your business principles whether you are communicating through advertising or in direct marketing and meeting new clients in person.
Choose your words carefully; as you only have one chance to make a great first impression.
In the world of advertising we turn to the master, George Carlin. If you have another 30 seconds to listen, he can give you a list of words to absolutely avoid when positioning your brand and your business because no one will believe you.
Remember “WORDS IS POWERFUL.”
Stay in a good mood,

Brad

Issue #35 The Space and Time Conundrum

2009-09-29T08:52:00.032-04:00

October 8, 2009

A well known business author and speaker C.L. Karass is famous for his saying; "In Business As in Life, You Don't Get What You Deserve, You Get What You Negotiate".
When it comes to advertising and marketing this isn’t always true.
Regardless of media choices, your advertising is like an Empty Square This example represents all media, traditional or on line. Most media companies are in the business of selling empty squares. You may have negotiated a great price to place your Empty Square and you hope that your choices are the best environment or “fit” for potential consumers to see, hear or click through to your business.

The Space and Time Conundrum is; why do some squares generate better results for the advertiser than other squares? You already know the answer, it what’s on the inside that counts. IF time and technology have taught us anything is that there is no must buy media or media outlet. The market is just too fragmented. A continued market fragmentation comes with a whole new army of sales people. By the time selection, cost evaluations and negotiations are done, many business people are exhausted but yet hopeful that their square will accomplish something for their business.
What can you do to distinguish yourself and business to catch the attention of potential customers? (First you call Moodswing Media). :)
By the way, these are often the same consumers that will tell you emphatically that they don’t pay attention to any advertising of anykind. Another common phrase is something called "Ad Avoidance". In reality ad avoidance is really a bad ad avoidance. People still talk about great ads that they have seen or heard and nowhere in that coversation will a consumer ever wonder about the cost of airing or placement. Yet the cost of placement while important, seems to take priority with advertisers over what will actually go INTO their Square. Interestingly enough advertisers will rarely blame their actual ad for poor results (especially if was their idea). They will blame the media. Does any of this sound familiar? "TV doesn't work, radio doesn't work, print doesn't work...oh and don't get me going on this whole web thing."
What we all need from time to time is a little inspiration.
ART & COPY is a new critically acclaimed documentary that focuses on the world of advertising and the people in it….Watch.

ART & COPY Trailer from ART & COPY on Vimeo.

If you are in advertising business and that trailer doesn’t quicken your pulse just a little then maybe accounting was your calling. If you remember anything from this edition of the MSM, I hopes it's this;
Inspirational, impactful and creative advertising doesn't cost a fortune. Great ideas come from anywhere and anyone, just be listening for it. The amount you spend on advertising is not proportionally tied to the actual result. Whether you have $10,000.00 or $1,000,000.00 in advertsing and marketing funds, the only defining difference between success and failure is creativity and commitment. If you really think about what you are putting in your Square you can overtake competitors with larger budgets just by having better ideas and a little courage.
ART & COPY: The actual movie is not available for purchase as of yet as it is still making the stops at various screenings and film festivals. Just click this link it will take you to their website for more info.
http://artandcopyfilm.org/
If you have time to watch, below is an interview with the main characters in the documentary. It is worth the 10 minutes.

I leave you with a quote from Doug Pray the director of ART & COPY;
“You may hate advertising but you are wearing our jeans".

Stay in a good mood,
Brad

(p)

Issue 34 “Sofa so Good?

2009-09-18T09:55:00.007-04:00

September 18, 2009

Attack Ads.
A couple of months ago, Rogers Phone launched a direct attack at Bell's home phone service with a headline of “Simply better by Comparison” advertising strategy. To quickly grab the fleeting attention of a prospective customer, Rogers used a simple visual of the red and blue couch as the “symbol” of this particular strategy…”compare us to them". This was the response from Bell.
Bell’s ad cut the legs out of the Rogers creative very quickly and effectively. Whether the ad is accurate in terms of particulars is not as important for our purpose as the average 1 second required to catch the eye of a consumer. It minimized the preceived value Roger’s offer very quickly. Most people can’t distinguish a real difference between Rogers (Shaw in the west) or Bell in terms of products so their battle is always “price based.” And price is the last line of defense.
MSM: Attack your advertising. The average consumer is indifferent to the fact that you are renovating, overstocked, moving etc. Or that you are big, you are better, you are cheaper. These are YOUR motivators, not theirs. They care about "what is in it for me?"
Before you are about to spend marketing and advertising dollars ask yourself a two simple questions:
What do you want to be famous for?
What is the benefit to a potential customer?
Whatever “that” is make it the focal point of your messaging through advertising, your staff and customer interaction.
This simple exercise can fine tune your message in order that a competitor(s) cannot directly attack your position with relative ease. It is worth repeating that the Definition of a Satisfied Customer Is Simply One Who Perceives a Lack of a Better Alternative. And isn’t THAT the point of good advertising and marketing?

Stay in a good mood,
Brad

Issue #33 Is it Time We Shoot the Dog?

2009-09-10T11:40:00.014-04:00

September 10, 2009

What happened to summer? I just put my head down for a little nap and bang, four months skipped by since the last MSM posting.
Let’s get caught up. Here is a fast summary of the events of the last while; Michael Jackson is dead, GM is almost dead, Bernie Madoff probably wishes he was dead. And according to the Feds, the recession is dead, but it just doesn’t know it yet.

Is it Time We Shoot the Dog?

It is that time of the year again, yellow page renewals. Are the calls from their telemarketers are coming in fast and furious?
With technology, consumers have turned to industry specific web sites and Google to get your address, phone number, information etc. I am finding that the “yellow page effect” with clients is similar to a growing kid finally letting go of a favorite blanket. They know that they should let it go but are unsure about life without it.
MSM opinion:
1.) Do not confuse yellow pages with advertising or marketing because its not.
2.) Depending on your industry, 70 – 85% (sometimes even higher) of potential customers have checked out your website prior to first contact. The web has changed how consumers shop.
3.) Yellow pages are demographically sensitive. For example, if your business depends on “older” consumers, they might be more likely to use it.
4.) Ask yourself, when was the last time you used the yellow pages?
5.) Alphabetical order is a thing of the past. Priority in your category or worse categories depends on expenditure.
6.) It isn’t cheap. Yellow page prices depend on size of ad, colour, URL search components and the number of books published in a city. It is expected that you would insert ads in all of them. In very short order you are spending many thousands of dollars annually and take a large chunk out of your “advertising budget”.
7.) Alternatives? Could you decrease your spend and choose advertising options that allow you to change creative and offers frequently to reflect current needs / wants of consumers and economic climate?
8.) Does your website reflect you and your business accurately? As mentioned, it is often the first point of contact. Permission Based Marketing through email to your existing customers can be very effective as long as it is used sparingly and offers real value. Traditional media is unfairly being condemned as “its best days are behind it.” TV, radio, local and regional newspaper, direct mail are still very effective especially when used in tandem with your site. I have used all on behalf of my clients at different times with strong results. The key is strategy, creative and budget with measurable / attainable objectives.
9.) I am sure that there are many businesses that use yellow pages with success and this item is not intended to simply slam the book, but rather just to illustrate that it isn’t the “must have” holy grail of marketing as maybe it once was.
A question: Is it time to loosen the grip on the blanket or just shoot the dog?

Stay in a good mood,
Brad

Issue #32 "If You Could See me Now".

2009-04-22T07:05:00.013-04:00

April 22, 2009
Do you remember ...
....when real men would never use the word Twitter?
....when Interac was something you did with people not machines?
....when "Social Networking" was done in a bar?
....when My Space was something you should get out of…right now?
....when the police were the only people with a Face Book?
....when "text"was a noun and not a verb?

Do you remember a life before…Blackberry?
The last ten years has seen an explosion of technology that has shrunk the world in hope to better “communicate” each other. But we spend more time talking through machines than we do in person. There are great advantages to this, but it also comes with disadvantages.
A common sight in 2009 is a group of people standing around not speaking with each other, but uniformly staring down at their blackberries in silence. They are missing a perfect opportunity to have a face to face conversation.

All they have to do is look up!!
How many times have you been in mid sentence with a person, their blackberry vibrates and you have lost them for the next couple of minutes? We have all been victims and we have all done it to someone else. Michelle Warren, the senior analyst at Info-Tech Research Group, a London, Ontario-based research firm, believes “it is rude to disrupt a face-to-face meeting to check for messages.” “This activity gives the impression that the person in front of you is insignificant, which is not a career-enhancing tactic.”

So how do we conduct business in an A.D.D. world?
They say that 70% of business communication is nonverbal. Hell, a client or customer could be giving you the finger and you wouldn't have a clue because you’re looking down at the Blackberry.
Is the ability to read people becoming a lost art?
Voice mail, email, text, etc is like a technological curtain that separates us from clients, customers and employees and eliminates real time reaction on what is being discussed.
Remember emotion is an internal reaction displayed to the outside world as a mood. Body language is the demonstration of how your words are being received.
This is a great article by Patricia Cisneros, AICI, http://www.corporateicon.com/

Heighten Your Perceptive Powers: A Body Language Dictionary
"What DID you say?"...
The research on these body language variations are based on the culture in North America.

Head tilt: EMPATHY
Arms crossed: DEFENSIVE
Arms behind back: THOUGHTFUL, RELAXED
Body leaning forward: INTEREST
One hand clasping the lower arm: INSECURE
Legs/Ankles wrapped: INSECURE [note: the feet are the most honest part of body]
Legs crossed, ankle on knee, hands clamped on horizontal leg: STUBBORN, IMMOVABLE
Hands clasped behind neck: SUPERIORITY
Rubbing chin: THINKING, UNDECIDED
Rubbing back of neck: UNSURE, DISBELIEF
Rubbing cheek: CONFUSED, NOT UNDERSTANDING
Head scratch: PUZZLED
One-sided smile: SARCASTIC
Touching/Rubbing nose: GIVING YOU ONLY PART OF THE STORY, A "WHITE" LIE OR OUT-RIGHT LIE, THINKS YOU'RE LYING, TOUGH TIME TELLING YOU BUT TELLING THE TRUTH.
Rubbing eye: I DON'T SEE IT THAT WAY
Unblinking gaze: THREATENING.
One eyebrow raised: SKEPTICAL
Eyes closed while talking: VERY SURE, NOT WANTING ANY OBJECTIONS.
Touching/Covering mouth: SOMETHING TO HIDE.
Pulling on ear:THEY WOULD LIKE TO RESPOND TO WHAT YOU ARE SAYING SOON BUT YOU WON'T LET THEM GET A WORD IN.
Rubbing ear: OBJECTS TO WHAT THEY ARE HEARING
One finger ear/neck scratch: UNSURE
Face leaning on hand: BOREDOM OR TIREDNESS
Rubbing forehead: HEADACHE, SORELY IMPATIENT
Lifting chin very high: DOMINANT POSTURING
Adjusting man's shirt cuff or woman’s purse: NERVOUS ANTICIPATION
Rubbing hands together: EAGER ANTICIPATION
Tapping fingers, pen, foot: IMPATIENT
Seated, hands on knees: IMPATIENT OR READY TO LEAVE
Slapping side of thigh repeatedly: ANXIOUS TO LEAVE.

Use these body language 'hints' in context along with the tone of their voice... If the words they say are different than their body language, believe the body language and tone of voice first- THEN what they are saying. Don't forget to utilize your body language wisely to project the message you intend.

Your body language would suggest you’re not having the best time on our first date.

Stay in a good mood,

Brad

Issue #31 Toy Story

2009-03-31T08:57:00.014-04:00

March 31, 2009

Welcome back, I missed you too.
The Minute has been MIA for more than a couple of weeks due to the planning, building and diversification of my company.
We are proud to announce that The Moodswing Educational Toy Company will be launching soon.
The most successful marketing ideas meet a current need, want or desire of consumers. Consumers can be easily persuaded to purchase new products especially when it features benefits for their children.
If you are looking for the next hottest product or idea for your customers or your business look no further than the headlines.
I am honored to share with you the thought process from the idea to the finished product.
Our first offering to the market comes from the latest business mantra.
"THE BUSINESS MODEL IS BROKEN"
For two months highly paid stewards of industry have belted out this latest cliché as the reason why that their businesses are suffering or failing. They proclaim their innocence with a shrug of the shoulders as if the last 10 years of ever changing technology and competition snuck up on them in a complete surprise.
If this is the new lesson that we are teaching our kids, then I think that this new toy will be the biggest hit of Christmas 2009.

THE BUSINESS MODEL.
"Guaranteed hours of fun and it’s educational too!"

“Remember Kids, Whatever Happened, it wasn’t your Fault.”

NEXT: We are hoping that our next educational amusement will be in shopping malls around the country by July.
Again as with the Broken Model, the inspiration for this product came from the fastest growing business in the world; The Tax Payer Funded Stimulus Bail Out Programs.
Again, as marketers and business people we must reach the younger generation in order that they can learn about Stimulus and the importance it will play in their future.

THE STIMULUS RIDE

Engage their imagination that will assist them in embracing this concept.
The unique feature of this hot new ride is that it is absolutely FREE.
"Your Kids won’t Pay the Price for this Ride until well into their Future."

MSM: There is more in the world that is out of our individual control than we could imagine in the past. Take stock, look at your business is it living down to the headlines?
I have had clients and acquaintances share with me that their business over the last few months is not only surviving but in some cases it is thriving. Their enthusiasm and determination to continue to do what they do best is motivating to me. They refuse to let the headlines distract them from their goal. I consider myself very fortunate to work with these people everyday.
Life is short, so surround yourself with people who inspire you.
So many people allow self doubt to creep into their business psyche. This is often due to external influences that in reality should have little effect on them. But the fact remains that change is happening and old patterns don't apply. I will share with you again my mental bumper sticker that I use to keep me focused.
“Whatever got you to where you are today is not enough to take you where you want to go”.
With inspiration comes the “will” to learn more. What do I need to do differently? Who can help me? Someone has the answer. I will seek them out.
And laugh at least once a day. That’s an order.
So it is with regret I end this edition with the following sad announcement.
In Memoriam
With all the sadness and trauma going on in the world at the moment, it is worth reflecting on the death of a very important person, which almost went unnoticed last week. Larry LaPrise, the man who wrote "The Hokey Pokey", died peacefully at age 93. The most traumatic part for his family was getting him into the coffin. They put his left leg in. And then the trouble started.

Stay in a good mood,
Brad

Issue #30 Swimming in Crap

2009-02-27T13:06:00.010-05:00

February 27, 2009

In an August 2008 Wall Street Journal interview, Michael Phelps’ agent was quoted saying that his client could earn over 100 million dollars in endorsement and sponsorship deals over his life time.
This week, A Toronto-based company was the latest to cancel an event with Phelps. Power Within, Inc. had scheduled the 23-year-old swimmer to speak at events in Calgary and Vancouver.
Advertising Age reported he has lost at least one sponsor (Kellogg)because of his encounter with a marijuana pipe.
MSM: I am very concerned for Michael. Who can live on less than 100 million?
I don’t want his Olympic accomplishments diminished just because he couldn’t wait and get into the privacy of his own home to…relax.
So good reader, be assured that The Moodswing Minute has taken action and contacted another national client to take on young Michael as their new spokesperson and thereby recovering the lost endorsement money from Kellogg. Michael is committed to this new client as seen here preparing and practicing for his new role.

But seriously, when does the person end and the brand begin. There are various opinions. But one would assume that if you “sell” your name and image for a price, common sense dictates that there is an expectation of behavior from the company paying you that enhances their product brand and credibility. Let alone that you don’t embarrass or drag their company through the tabloids. I would love to get your opinion on endorsements and invite you to leave a comment.
I miss the 80s. Those were the simple times in the world. Business was different and done with integrity. The celebrities knew how to act and conduct themselves as professionals. Embarrassing their employer was unthinkable.

"I don't think we'll ever move definitively away from celebrity endorsers," says David Reeder, vice president of GreenLight, L.A. "They're powerful in the way they draw consumers to a brand. [But] brands will have to be more circumspect with the choices they make."
Indeed, Reeder's company measured advertising during the 2009 Grammy Awards and discovered that only 7% of the television spots that aired during the broadcast featured celebrity endorsements--down from 13% in 2008 and 21% in 2007.
Courtesy: Aaron Baar, From The Media Daily Post, New York.

MSM: YOU are the brand of your company. If you work for a large organization or have your own business, each customer will create in their minds the image and culture of the entire company based on a single interaction. For example: You have just met one person from IBM. That person comes across arrogant and disinterested. The perception created in that one customer’s mind is that IBM must train all of their people to conduct business in that fashion. (Which is not true).
YOU are the product. Your direct competitors have basically the identical product line up as you be it under different product names. The only difference between their company or store is YOU.
YOU convey the culture, the commitment the attitude of your company or employer. I basically do the same thing that I have done for 25 years, but instead of working or representing someone else, I represent my own company Moodswing Media inc. But still, I am thinking about having a meeting with myself this afternoon, I am not happy with my performance, I am considering downsizing and may have to lay myself off. I have noticed as well that my attitude lately is not where I need it to be. I might send myself home early in order to think about my role within the company and whether I can change and rise to the company’s expectation of myself. I plan to talk to me on Monday. I better let my family know that it might not go well. But I better be careful, if I don’t have all my paperwork in order, I might be able to sue myself over unjust dismissal. The lawyer fees on both sides will kill me, so I would need a large settlement to pay myself. Who knew that running a business would be so difficult?
Stress Costs. Smiles are Free. I thought that I would leave you this week with some free market advice:
You know you’re in a recession when:
· You brag about your new Apple, then go home and eat it
· The census taker rolls a quarter down your block, and counts half the neighborhood
· Your weekend home looks remarkably like your weekday home…which looks like your parents’ home
· Your knobby knees are the only heirlooms you have left.

Stay in a good Mood.
Brad

Issue #29 THE Worst Word in Advertising

2009-02-19T08:30:00.015-05:00

February 19, 2009
First the set up:
City Of Ottawa Quizzed Over Atheist Ad Rejection
Ottawa is being questioned over why it rejected atheist ads proclaiming "There's probably no God.”
OTTAWA — the chair of Ottawa's transit committee will demand that city staff explain why they refused to allow atheist ads on city buses, even though ads quoting the Bible have been approved by the city and could appear on buses at any time.
The atheist ads, which say, "There's probably no God. Now stop worrying and enjoy your life," began in Britain and have spread around the world.
In Canada they've been on buses in London, Calgary, and Toronto, but were rejected by city staff in Halifax and Ottawa.
Justin Trottier, president of the Freethought Association of Canada, the ads' sponsor, said his group might ask a lawyer if their right to freedom of speech has been breached.
Courtesy: The Ottawa Citizen, Monday February 16, 2009

DID you spot it? Did you see The Worst Word in Advertising?
It is the word “probably.”
The fact that The Free Thought Association uses the word “probably” implies that even they aren’t absolutely convinced in their message. Is there an after life or not? Does GOD exist? Take a stand as a true believing atheist, (oxymoron) the sign should have read: There is No God, Enjoy Life.
If they are right and there is not a higher power, no harm no foul. Who is going to know? It just means that we are all in for “the big dirt sleep” nothing more.
I think that they use “probably” just in case they are wrong and hope that God has a sense of humor. “Oh, Hello Lord, imagine my red face.”
I find the whole issue humorous.
The Free Thought Association has received thousands of dollars worth of free and undeserved local media exposure.
But the word “probably” is not what has generated the attention.
The key to this campaign’s success is that Free Thought needed some uptight bureaucrat to refuse the advertising and that is exactly what they got. If Halifax, Ottawa and other Canadian cities would have accepted this ad placement as a normal course of business as they accept advertising with religious connotations, this campaign would have caused only mild curiosity and would have gone somewhat unnoticed. The Free Thought people were betting on the fact that the public sector is frozen with fear of offending anyone and it worked. I would be surprised if this story is getting as much play in the news in the cities that have accepted the campaign.
If you want to continue to wonder about whether advertising and marketing works use wishy-washy, milk toast, hedge your bet words like “probably”.
Create concepts that define who you are and what you stand for clearly and imaginatively.
What if some of the most familiar and famous marketers used the atheist approach to advertising. Would you be convinced of their quality of product or the passion for their business?
McDonalds: I’m Probably Lovin’ it.
Nike: You Should Probably Just do it.
Home Depot: You Might do it. We can Probably Help.
Staples: That was Probably Easy.
Allstate Insurance: You’re Probably in Good Hands, Maybe.

WOW! Can you feel the connection, the impact?

If you want your advertising and media dollars to go further, simply offend someone.
By the way, The Free Thought people say the ads are part of a nationwide campaign to raise awareness about the rights of non-believers. So I intend to do “nothing.”
There Is Probably No Recession. Stop Worrying. Now Spend Your Money.
I am almost positive that I have made my point today, so I will leave you a few random thoughts:
- Would a sign on an atheist restaurant read; No shirt No shoes No God?
- Do atheists tell their kids about Santa Claus?
- I have heard that atheist dyslectics don’t believe in dogs.
Stay in good mood,

Brad

Issue #28 Wanted: One Hero to Hire!

2009-02-12T11:48:00.007-05:00

February 12, 2009

We are in desperate need of a hero who can lead.

We need our leaders to lead both in business and in government. They need to reset their moral compass and begin to focus on what is really important; leading this county through one of the most difficult self inflicted financial disasters in history. While they are busy moving the deck chairs around the Titanic renamed the (USS Stimulus), consumers, industries, real people are hurting.
The consumer is looking to someone, a hero, a leader that they can believe in and follow.
The conduct of some of the world’s largest companies, corporations and major business leaders has been nothing more than fraudulent. They have lost their way. Leadership, corporate responsibility, integrity are all under valued and abused concepts. They are sending the message to their employees and customers that trusting big business is for fools and losers. How many examples do you need?
If you didn’t see the 60 Minutes interview with US Airways Flight 1549 Pilot, Chesley Sully Sullenberger who landed his airliner in the New York’s Hudson River and saved all 155 passengers and crew you must watch it now.
He embodies all the qualities of a leader. He demonstrates grace under incredible pressure. His sense of responsibility for the people in his charge is inspiring. His humility and self control in the face of the biggest crisis in his career is the stuff of great men.
This interview needs to be shown in every board room across the country in both private and public sectors. This interview must be mandatory viewing in every business school in Canada and the US.
Please watch this excellent interview with the following "representations" in mind;
The passengers represent us
The plane represents our country
The flock of birds flying into the engines represents the greed and misconduct of the all failed companies that heavily contributed to our current economic situation.
Captain Sullenberger represents our leaders.
The rescuers represent the coordinated effort of business and government that is needed.
Simply click on the link below.

http://www.cbsnews.com/stories/2009/02/08/60minutes/main4783580.shtml

Heroes and leaders are ordinary people who are capable of extraordinary acts.
We have choices in our lives; wait to be led or lead. How can you be a leader in your everyday life? We can make a difference one person, one employee, one customer at a time. Leadership is simply the ability to organize and inspire a group of people (clients, customers, employees) to reach a common goal. Leaders shy away from the spotlight and prefer to shine it on others. Leaders influence decisions by actions not rhetoric. Leaders manage in the background. Leaders take a selfless approach to their business. A leader does not rape and pillage. Leaders serve.
I suggest to you that you are a leader. You make a difference regardless of your role. It just sometimes requires a slight attitude adjustment. The side benefit for you is how you will feel more confident and self assured, decisive and therefore more valuable.

Stay in a good mood.
Brad
(Note: If you aren't on the "alert list" and would like to have your name added, please just send me a reply email).

Issue #27: And Now the News….

2009-02-06T16:15:00.004-05:00

February 6,2009

Okay okay, I get it. We are in deep crap with the economy and no one can tell us when we may emerge from it. Each newscast you hear, see or read in whatever media always begins with the latest roster of layoffs and downsizing or streamlining. It hammers the consumer psyche.
We as a society or culture gravitate to The News because we tend not to measure our individual success by our contributions or results, but by how truly messed up someone else is. The News, by its very nature, is Bad News. We mentally react to each news release with “thank god that wasn’t me that poor bugger.”
With every staff layoff, employers cut consumers; in many cases the very same people that they hope will buy their products or services.
The Globe and Mail said today that 7.2% of Canada’s workforce is now out of work.
How about this; 92.8% of Canada’s workforce is still working!
Most business people find it surprising that their business while it might be down is not dire. This is a weird contradiction. I have been told by some business people who say “we are still doing okay,” it’s almost like an apology. It is as if they haven’t lived up to the latest news stories.
I have arrived to a point in my life where I measure new information by two pieces of criteria; ”Do I need to know this? or “Do I want to know this?” If you don’t fit under either one, my brain starts airing old reruns of the Flintstones and your information is lost forever.
You may want to try it, with The News being what it is these days, ignorance can be bliss.
We can’t control the world. We can only control what we do and how we react to the new competitive factors presented. The consumer isn’t dead; they will just be in fewer numbers. That being the case, you are going to need to improve your close ratio.
We must change, and change is hard. I was talking with a sales person who was struggling a week or so ago and shared my other favorite mantra. “Whatever got you to where you are today is not enough to take you to where you need to go.”
Improve your close ratio by “Reinventing the Basics.”
How your phone is answered. Have you thanked them for calling, or coming into your place of business? This is one of the most underrated business functions.
Have you sincerely taken an interest in their needs, wants or desires?
Are you honest? (nuff said)
Do you implement the WOW factor?
Do you really know your customer and what they want or do you think you know what they want or worse, what they need?
Can you solve a customer problem within minutes or hours not days?
Can you be proactive?
“I was thinking about you and our conversation the other day and. what about this…..”
Or “I just reviewing your account or contract, I have found a way to save you some money.”
Or what if you had found a mistake before the customer did?
Most problems occur when we think that we have enough information or that we think that we know our customer.
The following amusing story, illustrates this basic business skill rather eloquently.
I THINK YOU'RE THE FATHER OF ONE OF MY KIDS...
A guy goes to the supermarket and notices an attractive woman waving at him.
She says hello.
He's rather taken back because he can't place where he knows her from.
So he says, 'Do you know me?'
To which she replies, 'I think you're the father of one of my kids'
Now his mind travels back to the only time he has ever been unfaithful to his wife and says, 'Are you the stripper from the bachelor party that I made love to on the pool table?'
She looks into his eyes and says calmly, 'No, I'm your son's teacher.

Never assume that you know the whole story.
. "It is better to keep your mouth closed and let people think you are a fool than to open it and remove all doubt."-- Mark Twain
Stay in a Good Mood.
Brad

Issue #26 Smile, You're About to be Stimulated

2009-01-30T13:35:00.011-05:00

January 30, 2008

This week, the Canadian Government and The US Congress have committed billions and billions of dollars of tax payer’s money in order to prop up the economy in both countries. Both leaders have called their respective “rescue program” a “Stimulus Package.”
stim·u·lus Definition by Dictionary.com
1. Something causing or regarded as causing a response.
2. An agent, action, or condition that elicits or accelerates a physiological or psychological activity or response.
How often have you heard or used the word “stimulus” in an everyday business conversation? Not often is my guess. Stimulus is my new word of the week and deserves to capitalized
I sincerely believe that this is The New Era of Stimulus in North America. We as marketers, sales professionals, business leaders and owners have a responsibility to raise the profile of the word Stimulus.
If we take on an important and prominent leadership role in bringing Stimulus to the forefront in business communications, our customers and clients will soon come the realization that they can feel safe and secure as they continue to purchase our goods and services. Why? Because Stimulus will look after everything. These really are enlightened times!
I would like to stimulate your mind with a few examples of just how to properly use the word Stimulus and it’s variations to its maximum potential. In other words, I have done a little “Stim-Sell” Research in order to assist you in properly introducing stimulus to your business vernacular. For example:
-Welcome and thank you for coming in, it’s a great day to be Stimulated isn’t it?
-Wow, you look great were you just Stimulated?
-Smith, all of us at head office are just Stimulated beyond belief at the results of your last quarter. In fact we like Stimulus so much that we have to lay you off. The share holders are Stimulus junkies.
-Don’t let the Stimulus hit you in the butt on the way out.
-Which is better LCD Stimulus or Plasma Stimulus?
-Have you taken the new Stimulus by GM for a test drive?
-Would you like to super size your Stimulus?
-Governor Arnold Schwarzenegger stars as THE STIMULATOR.
-Is it Stimulating in here, or just me?

I am convinced that Stimulus will join other iconic business terms such as:
1. It’s About Clarity
2. Win-Win Situation
3. Thinking Outside Of the Box
4. Paradigm Shift
5. Best Practices
6. Synergy
7. Low-Hanging Fruit
8. At The End Of The Day,...
9. Value-Added Proposition
10. Maximize Customer Satisfaction
11. Going Forward
12. Seamless Integration
13. Core Competency
14. Let's Take This Off-Line

“Every now and then, Roger likes to cut himself off from all stimulus.”
Courtesy of http://www.cartoonstock.com/
Go forward my brothers and sisters in commerce and prosper as Stimulus will guide your way. What a great day to be in business!
Stay In a Stimulated Mood
Brad

Issue #25 "TAG, You're it."

2009-01-20T08:17:00.008-05:00

January 20, 2009
It’s here, The 2009 Moodswing Media Business Mood Indicator. Don’t make important decisions, attend critical meetings or comment on current financial conditions until you know how are you really feeling about business? In only 10 seconds, you will know the answer. It’s compact. Carry it with you at all times. It really works! No batteries required.
Email your name with your mailing address to brad@moodswingmedia.ca and we will send you your very own Moodswing Media Business Mood Indicator together with a memo on “Selling More Despite The Economy” written exclusively for Moodswing Minute Readers by Joel Saltzman, author of “Shake that Brain”. How to Create Winning Solutions… and have fun while you’re at it”.
* * * * * * * * * * *
MSM: This issue of the Minute is focusing on the importance of a strong tagline or slogan. They aren’t just cute little lines associated with your business name, rather the anchor that should hold the image or fundamental expectation in the mind of a potential customer.
Why talk about this today?
Put this under the heading of “Making Every Dollar Count”. If you have decided in your mind that you will be taking a cautious approach to advertising in 2009, then it is even more important that every ad dollar carry its weight in effectiveness and penetration of your target consumer group.
From the media sales perspective, to be able to assist your clients in creating this kind of valuable asset can enhance your arsenal of offerings and lift you above competitors.
Timothy R V Foster is the founder of ADSlogans Unlimited shares the following:
The Basics
The purpose of the strap line or slogan in an advertisement is to leave the key brand message in the mind of the target. It is the sign-off that accompanies the logo. Its goal is to stick: "If you get nothing else from this ad, get this..!"
The Perfect Tagline
A perfectly-formed tagline should fulfill several criteria.
Memorable: The more the tagline resonates with the big idea, the more memorable it will be.
Differentiate Your Brand: “We do (this) Others don’t”
Recalls The Brand Name: “Instant association with your business.”
Strategic: to convey their business strategy in their lines, such as "Innovation" (3M),
Impart Positive Feelings About The Brand
Not Be Usable By A Competitor: So many slogans have absolutely no competitive differentiation, such as "Simply the Best" and its variants.
What separates a good ad slogan from a poor one?
David Droga, Worldwide Executive Creative Director for French ad agency Publicis, says slogans work best when they reflect "not only the soul of the brand, but the company itself and its reason for being in business." Contemporary catch-phrases, he says, "just crumble into dust."

MSM: Taglines and slogans only work with a strong imaginative creative message that relates the benefit of your product or service to the current needs wants and desires of a potential customer.
Example:

Today, you will always remember where you were… when you read this edition of the Moodswing Minute.
Stay in a good mood,
Brad

Issue #24 The Era of Adverse-tising

2009-01-08T08:53:00.011-05:00

January 8,2009

I have a question. IF in fact that economic times have changed drastically in the last 5 months. IF the mindset of consumers is one of fear of the future, their finances and jobs, why does all the advertising we are exposed to on TV, the net, newspaper and hear on our favorite radio station still look and sound the same?
IF “The News” we receive came exclusively from multitude of paid advertising options, you probably wouldn’t know or even be aware that anything in the world has changed.
Advertised offers seem to have not adapted to reflect the current wants and needs of the consumer.
Does your advertising reflect your products, services or people in such a way that fits in today’s consumer attitude and concerns in an adverse economy? Take time to review the look and sound of the messages that are being bought and sold
Are we sending the same old “buy, sell, save” messages, while consumers are asking themselves very different questions.
If so, it is a waste of your effort, time and money!
Experts agree that the consumer mindset is in the process of adjusting the perception of how they will be personally affected by the current economic slowdown and impending recession.
In other words, people are just now coming to terms with just how they will adjust their spending levels to “live within their means”.
The consumer will not disappear, but they will want more for the hard earned money they spend.
When you believe you have a solid offer, ask yourself, "What else can I do to make this even more valuable or attractive to my customer?" Think of it as The Necessary Accessory.
Can you accessorize your core product? What Else will you offer that will increase your opportunity to make a sale and increase the perceived value of your product? There is an answer to this question for every business.
One example: Apple's Incredible I-Pod.
No one will argue the success of I-Pod. But Apple continues to upgrade and improve the devices regularly.
They have also created a number of options to increase loyalty and usage of their core product.
-External Speakers of all shapes and sizes for kitchen and living room.
-Clock Radios with an I-pod dock for the bedroom.
-Plug in accessories for in car listening.
-They have their own store for customer to add a huge variety of content, music, audio books & movies,
Question: Do you think that the I-Pod would be as successful if they hadn’t continued to improve, change or accessorize their core product?
But even Apple can go one step too far. What do they call this?

The I-Poop?

Please feel free to leave a thought or comment.
Stay in a good mood,
Brad

Issue #23 Smile Dammit!

2008-12-19T09:55:00.010-05:00

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

2008-12-05T08:28:00.010-05:00

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

2008-11-28T12:59:00.004-05:00

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

2008-11-14T07:23:00.006-05:00

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

2008-11-06T11:23:00.018-05:00

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?

2008-10-30T11:56:00.010-04:00

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

2008-10-21T09:16:00.020-04:00

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

2008-10-08T06:48:00.010-04:00

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

2008-10-01T09:54:00.007-04:00

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

2008-09-26T13:35:00.003-04:00

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

2008-09-26T13:34:00.002-04:00

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

2008-09-26T13:30:00.002-04:00

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

2008-09-26T13:28:00.002-04:00

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

2008-09-26T13:23:00.003-04:00

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

2008-09-26T12:59:00.002-04:00

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

2008-09-26T12:58:00.002-04:00

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

2008-09-26T12:54:00.002-04:00

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

2008-09-26T12:52:00.002-04:00

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

2008-09-26T12:47:00.002-04:00

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

2008-09-26T11:27:00.003-04:00

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

2008-09-26T10:23:00.002-04:00

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

2008-09-26T09:52:00.002-04:00

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.