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How smart companies get people talking
By: Joellen Bradach
Think about one company that you really love; the product, service or experience was just fantastic. Maybe it is a store that wowed you with the return policy, maybe it is your accountant that made your taxes bearable, or maybe it is a supplier who consistently goes above and beyond the expected. When you think about this company and the experience you are so happy and gaga that you have to share this rare event with your family, friends and colleges. This buzz you have created is exactly what Andy Sernovitz discussed at the February BMA meeting “Word of Mouth Marketing: How Smart Companies get People Talking”.
Mr. Sernovitz is the author of “Word of Mouth” and all he does 24-7-365 is talk about Word of Mouth Marketing and how companies, even in the B2B arena, can intentionally create a buzz. Some of the keys he shared to get people talking positively about your company are:
- Give people a reason to talk about your stuff – For example when the White Castle restaurants offer white linen service on Valentine's Day
- Make it easy for the conversation to take place – Provide clients with a forum to share these wonderful experiences like blogs and email newsletters
- Focus on generating love - People talk about experiences and companies they love; it can be the company, service or employees they love. Make sure your company is creating something that your clients love because as Mr. Sernovitz states “Happy customers are your best advertising. Make people happy”.
There really are only three reasons that people talk and when a company focuses on one or all of these reasons Word of Mouth Marketing takes care of its self. As mentioned above, people talk when YOU (the company) are great. People also talk about ME, that is what makes them feel good. For example when the company saves them time or money the person feels good and shares that experience with others. Finally people talk about because of the COMMUNITY; they talk to show they belong. When everyone else is talking about their great experience with company X they want to share their great experience too.
The February BMA Meeting featuring Mr. Sernovitz shared how Word of Mouth Marketing happens and provided insight on how to plan and be intentional in generating Word of Mouth Marketing. After all, if positive Word of Mouth Marketing is not planned; the alternative will not be positive. Using Mr. Sernovitz's insights and advice, any company can generate positive buzz in today's marketplace.
This issue's Six Pack of Marketing Information is brought to you by Michael Dillon, president and creative director of McDill Design. For more information, contact Michael Dillon
Six ways to make the most of your promotional marketing literature:
- Tell your audience who you are. Promotional literature should reflect your company, culture and values.
- Using quick, short, to-the-point copy, tell your audience how your company can help. Define your audience before your write or design.
- When budgets are tight, the design should be simple and straight-forward. It will have a longer shelf life.
- Literature that employs big, impactful, high-end design will require a piece to be updated more regularly.
- Allocate a decent portion of your budget for good printing. It will give your piece a greater overall appeal.
- Promotional literature will only enhance your sales visit. It won't do the selling for you. A personal follow-up is an absolute.
It's time to Let the Good Times Roll (Laissez les Bon Temps Rouler!). Join us at The Big Swing 6 for a great day of golf, prizes and fun at Mequon Country Club, Monday June 23rd.
Registration is now open to sign up for golf and make sure you check out the many sponsorship opportunities available to market your company at this popular, premier event. Be sure to sign up now as sponsorships sell out fast and last year golf was sold out a month prior to the event.
You won't want to miss golfing at this beautiful private country club, not to mention a delicious lunch, Cajun dinner buffet, cocktails and many prizes for everyone to win.
Keep an eye on your e-mail Inbox for sponsorship and golf registration notices, or click here for more information. Contact James Wolter at AJ Media LTD (262-783-7830) with any questions.
Farewell, But Hopefully Not Goodbye
By Mike Stefaniak, President, BMA-Milwaukee
You're networking with 180 colleagues at a BMA monthly meeting. Making the scene with 400+ professionals at the Bell Awards. Or hacking away with 215 fellow amateurs at our annual Big Swing golf outing.
Your first thought isn't about all the work that goes into making these events valuable and fun. But the behind-the-scenes work of members who volunteer their own time is the story behind the continued success of BMA-Milwaukee. So as our programs year comes to a close, I'd like to thank all of you who've helped make BMA the area's leading professional association for marketers.
In particular, I'd like to acknowledge the dedication of five longstanding BMA members who will complete their terms on the board of directors at the end of July:
- Anita Fisher, Marketing Communications Manager, Briggs and Stratton
Anita is our immediate Past President. She's been on the board since 2003, serving in the roles of Secretary/Treasurer, VP Programs, VP Membership and President. Anita's leadership was instrumental to BMA's ability to grow our membership from just over 100 in 2003 to nearly 300 in 2007. - Toni Walzak – Principal, Walzak Marketing Communications
For the last several years, Toni has guided BMA-Milwaukee's winning entries in BMA International's Chapter Achievement Awards. She's also been a significant contributor to the Holiday Party, Golf Outing and Bell Awards. This year, Toni donated her time and talents to the Student Assistance Committee as well. - Tim Meffert, Owner, Proforma Effective Solutions
Tim joined the board in 2004. While his primary responsibility has been overseeing our sponsor relationships as VP of Chapter Development, Tim has also worked on the Holiday Party, Golf Outing and more. Most recently, Tim and board member Dee Jensen led our efforts to stage a fishing tournament that raised more than $30,000 for the Pete Samens Fund. - Linda Janis-Nikcevich
After serving on the Bell Awards committee, Linda joined the board in 2006 as Secretary/Treasurer. She headed up the Bell Awards in 2006 and 2007 (a record year for the Bells) and is this year's VP Programs. A newly elected alderwoman (congrats on your win!), Linda will leave the BMA board to focus on the needs of her fellow Wauwatosans. - Randy Will, Sales Account Manager, Briggs & Stratton Graphic Services
Our best guess is that Randy's been on the board a whopping ten years. The Bell Awards, Golf Outing and Membership Directory have all benefited from Randy's wisdom and dedication. In the last few years, Randy's leadership has helped take our Student Assistance Committee to new heights.
Thanks to all of you for your many years of service. We couldn't have done it without you!
Bell Awards promise of change was delivered
By Joe Konop
The air was thick with political overtones. A huge net filled with red, white and blue balloons was precariously suspended above the teleprompter-surrounded podium. On-the-spot reports from outside the auditorium generated excitement as they were shown on the big screens.
When the winners were announced, everyone cheered for… a brochure?
It was the new format for the venerable BMA Bell Awards, which took all the spectacle of an all-too-familiar election campaign, stripped it clean of any left- or right-leaning overtones, and celebrated the Milwaukee area's finest marketing efforts with all due pageantry.
BMA Board Member Andi Kneeland took on the challenge to breathe new life into this annual institution. Since Fall of last year, Kneeland, her committee, and sponsoring organizations tested the boundaries of what was expected in from the awards ceremony.
“Our goal was to re-invent the program, make it more meaningful and create some intrigue,” Kneeland said. “The committee members really stepped up with creative ideas, and the BMA Board was very open to all of our ideas.”
The event was co-hosted by Karen Conrad, BMA president elect, and Kent Wainscott of WISN-TV Channel 12 News.
While the spectacle of the evening was the main attraction, it was the details that completed the election-type experience. BMA bumper stickers, campaign pins, and ballots to vote for the new design of the Bell Award trophy rounded out the atmosphere.
For a full listing of the 2008 Bell Award winners, click here.
Cover to Cover:
Tribal Knowledge offers a strong shot of Starbucks-style marketing
By Joe Konop
How did one of the world's most successful new brands achieve its fame? Maybe it was a slick advertising campaign. Or their celebrity endorsements? How about their low-price strategy?
How about… none of the above.
Fact of the matter is that the Starbucks brand built itself into a coffee house icon by focusing on such monumentally important things as exceptional customer service, uncompromising product quality, and creating an entire experience experience that isn't duplicated anywhere else.
In early April, John Moore, a veteran of Starbucks marketing team and author of the book Tribal Knowledge – Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture , enthusiastically presented in detail many of the marketing, and sometimes non-marketing, functions that has made Starbucks a way of life. The lunch meeting, held at Potowatomi Bingo and Casino, was made free to all members of the Milwaukee chapter of the Business Marketing Association. As an added benefit, each member received a copy of Moore 's book.
The Biggest Does Not Mean The Best
The causal coffee consumer may feel that Starbucks set out to, and succeeded in, having a location on every street corner, airport terminal, and public gathering place possible. According to Moore , nothing could be further from the truth.
Moore writes:
“Starbucks' steadfast drive to become the best coffee retailer has resulted in its being the biggest coffee retailer. It can often work out that way… but it never seems to work in reverse.”
While Starbucks locations appear to be omnipresent, this happened out of a sincere wish to satisfy the customer.
Starbucks pays close attention to its customer volume, especially how long people need to stand in line to get their coffee. In their analysis, Starbucks realizes that, while people enjoy their coffee drinks, they will only stand in line so long to be served.
Starbucks found that, if one of their stores is saturated with business, customers were better served by opening another location nearby, sometimes right across the street. Initially, there is some siphoning off of customers from the old store to the new store, but in the not-so-long run, both stores experience customer traffic that is larger than that of the original store, and enough so to justify the investment in the new store.
Moore says that the underlying philosophy in the development of Starbucks' store locations is “to be where their customers expect them to be.” Do they expect to find them at an airport? Then they'll be found at an airport. At a ball game? They'll be there. Around the corner from your office? Bingo!
Moore continues:
“That's why focusing on being the biggest, as opposed to being the most, undercuts your company's values. Once a company puts its needs – faster growth, increased market share, bigger profits – ahead of its customers, it loses its soul. And it can happen in subtle ways, without anyone even noticing.”
Selling the experience
There's a lot more to Starbucks than just a strong cup of coffee.
Anyone who's been at a Starbucks knows there's a certain ambiance that's uniquely Starbucks. The color scheme is reminiscent of earthy, coffee colors. The music is as inviting as the soft leather furniture. And the sounds and smell of the coffee drinks being made are unmistakable.
That's not to say Starbucks is prone to its own marketing failures. Tribal Knowledge shows how some of Starbucks philosophies and product offerings, like breakfast sandwiches and clothing, were dismal failures that were ultimately attributed to a lack of focus on the business' core. Only when the company refocused itself back on the core customer experience did Starbucks resume its growth.
The book itself
Tribal Knowledge is a relatively light read in the business book genre. It's conveniently divided into 47 bite-sized chapters that can be read and absorbed at your leisure without losing the flow of the book.
Just as a perfectly pulled shot of espresso is intense on flavor, this book is intense on the Starbucks experience. Reading this book, you can feel how strongly Starbucks insiders feel about their product. The culture of the company is as evident on every page as a coffee stain on a notebook.
And a little bit of that intensity might be just what your business needs to give it the burst of energy it craves.
Thank you to everyone who has supported and participated in the first year of BMA YP (Young Professionals). Through our first three events, we heard from speakers on a variety of different topics including the do's and don'ts of networking, how to get ahead as a young professional and marketing across generations.
To celebrate a successful year of programming and to thank those who have supported the development of this strong organization, we recently held a Networking Celebration at the Zen Den. Attendees had the opportunity to network with other young professionals in the Milwaukee area and win great prizes.
As we look ahead to our second year of BMA YP programming, we invite anyone who is interested in learning more about the organization or how you can become involved to contact Maureen Pauley at Maureen.A.Pauley@JCI.com. We will be accepting new committee members and holding brainstorming sessions over the summer months. We look forward to you participation.
We would like to welcome the following new members to the Milwaukee Chapter of the BMA:
Lindsey Bowman Kristen Buck - Eppstein Uhen Architects
Steve Condit - ThomasNet
Mike Emmer - Hellerman
Tyton Megan Fischer - Potawatomi Business Development Corporation
John Gregor - Desert Aire
Sara Hayden - UWM
Nan Jiang - Rockwell Automation
Paul Juhnke - InfoServe
Josh Keepman - Charter Communications
Neil Koepke - Yaskawa Electric America
Sarah Kulas - Yaskawa Electric America
Vanessa LaCoste - KSK Design
John Leaf - Aquent
Katie Moreno - Lanex LLC
Kevin Orfield - Orfield Communications
David Parcheta - Clifton Gundersonn, LLP
Tammy Sawyer - ThomasNet
Mike Sucharada - The Bellwether Group
Kathy Sullivan - RR Donnelly
Tim Traub - Outlook Group Corp.
Dana VanDen Heuvel - VanDen Heuvel Executives
Kay Zehms - Jesus Cares Ministries/The Lutheran Home Assoc.
To contribute articles or story topics, contact Joe Konop at joeko@Alto-Shaam.com.
