Design you own Mega Brand.. soda can

Something fun for all of you designers out there..and if you are like me and designed-challenged this is an easy one. http://www.designourpepsican.com/

Have fun...if you win you must give props to Inside-Out Marketing blog.....

-RC

Your People..Your Brand

Ask your people. Would you like to find out what your customers think about your brand? Like to find out what your people think of your brand? Most executives are afraid to ask there people for fear they may tell them something they do not want to hear..that's a brand killer!

Your people are your brand and if you are in the service industry and 99% of us are...your people are the face of your brand and are the most important asset a brand has.

Here are some questions you need to ask your people...

-What do you think about our brand/products/service
-Make sure your people understand you are asking them as partners and that they should always feel they can speak there mind.

-What are the clients saying about our brand/product/service

-How many new people a day are coming in

-Have there been any unhappy clients..please go into detail on how problem was solved

As with any question/suggestion you need to make sure you have follow-up and a action plan. You have to show your people there in-put counts. Ask them to come up with a solution or a new program. And give them incentive to do so (money talks) Give them power and they will go the extra mile..show them there ideas are important and they will go the extra two miles..and show them you care they will go for miles and miles.

Taking care of your people...just another way the Inside-Out Marketing program will work for you and your brand.

Is your brand relevant everywhere?

Is your brand relevant everywhere...and to everybody? Does it need to be relevant to everyone? Is AstoTurf relevant to everyone? Is a brand that is only marketed in the East Coast relevant to someone in Austin TX?

Working as a senior brand manager for AstroTurf we had it easy as the AstroTurf brand name ranked in the top ten most recognizable brands in the world. But was it relevant to everyone..as we found out the answer is no and did we try to make it relevant to everyone..no!

Is your brand relevant to everyone or maybe the better question is does it need to be?

Can your brand stand out?

Can one of the nation's great musicians cut through the fog of a D.C. rush hour? Let's find out.

I wanted to share this story from the Washington Post written by Gene Weingarten

http://www.washingtonpost.com/wp-dyn/content/article/2007/04/04/AR2007040401721.html

Its a fascinating account of how people only let in what they want to. This can come back full circle to building your brand. No matter how much money you spend on mass media telling consumers how great your product or service is...if people do not want it they will tune you out and you have wasted lots of money..ask Coke about "New Coke"

Interesting reading...please let me know what you think?

WOMMA

I wanted to share a web site with everyone, its a site I have to check everyday. The reason I have to check the site is because its something I believe in and its content is always changing. The site is http://www.womma.org/womnibus/

Let me know what you think...word of mouth marketing is a medium that is growing and will continue to grow and I and other Inside-Out Marketers will grow with it....will you and your brand?

Get out there...but only 8 miles out

Hands on the Street Marketing is the discipline of reaching out to your local business community (within a 8 mile radius of your business.) to build your brand. How do you go about doing Hands on the Street Marketing, its just how it sounds..getting out of your business and putting your hands to work. Visiting all of the businesses in an 8 mile area around your locations..those are the customers you do business with and need to reach out to. Extend your hand...introduce yourself...form a friendship...induce trail. Why would you try to reach out to a whole city of people when the clients you really want are in your backyard!
Training your staff to do Hands on the Street Marketing is a skill and one that takes patients and experience...but when they have it down and believe in the system your brand will grow and grow.

Opening Day is everyday for your brand

It's opening day for Major League Baseball, a time when every team believes it has a chance to win the pennant, is that realistic....no but on opening day it is!
For your brand everyday should be opening day, you have a chance to become a Coke, Dell or Starbucks. But what is it going to take to win the brand pennant? Time, patients, hard work...sure all are part of it but that alone will not insure your brand success. Your people are the most important part of your brand...you will not build it alone..Get them and Train them and Retain them.

GTR

1. Get: Recruiting is the hardest part of the 3 steps. Sure you can go it the easy way and bring someone in and attempt to train them to think like you, act like you and be you....but all people are different and trust me you do not want all your people thinking like you. No matter what stage your brand is in you have to pin point what kind of people you are looking for in certain positions.

2. Train: Most companies will say they have a great training program, but in reality a very thick training manual is not training. Hands on and on-going training is the only way to create your brand culture. And a culture is something that is from inside and not stated on a mission statement.

3. Retain: Do what ever it takes to make your people happy and successful. Reward the people inside your organization(just like you reward clients you already have) your people are your brand at heart and never let the go away mad...reward them and treat them like family.

GTR =Get...Train... Retain

Ask them to come back!

Clients ask me all the time "we have a great product and great service why are we having trouble retaining clients"? My first question is ....did you ask them to come back? Sounds simple doesn't it? But most establishments are so worried about getting the next client they forget the ones they have. Retention starts from the inside and not with mass media.
I also have clients who want to offer speacial packages through mass media targeting new clients and not rewarding there existing client base...bad move; sure you are always needing to add additional clients to the pipeline but you always need to make the ones you have feel special for being so. Thats were In -side-Out Marketing starts...maybe it's a bounce back card with a discount, maybe its a % off next time you vist or a free appitizer, but to let a client walk out on the belief they will return because of the experience is brand killing at its best.

In the next couple of weeks I will be talking about "In-side-out Marketing" as it pertains to training staff and clients and brand building using "Hands on the Street" and other topics. If you have any questions or opinions please feel free to post.

What Brand are you in?

As I travel around from airport to airport you meet and see lots of interesting people. But what does an airport tell you? It should give you the feel of the brand; the city. But most fall way short of that, some are right on the brand building train and some are stumbling on it without trying. Newark falls into it just with being busy, the buzz is all over the place just like the city of NY. Austin has a local feel, live music and food that is Austin. ln Vegas the slot machines and baggage area tell you all you need to know about Sin City. But next time you fly into Baltimore, Atlanta, Buffalo close your eyes and ask yourself what brand is being represented? It will be hard...

The same principals apply to a retail business, close your eyes next time you are in a Mc Donalds or any other retail establishment and just listen to the buzz and employees..can you tell what brand you are about to eat or drink?

What are the walls telling you?

If 4 walls could talk....

Four walls can talk...did you here that? What is your business telling you? Have you listened lately. When was the last time you stood in a Starbucks and really listened to what was being said? Of course the buzz is always there, but what are the walls telling you.

In my blog I will talk about "the walls" also "hands on the street marketing" and WOMM...(word of mouth marketing). After spending years banging my head against the traditional advertising and marketing world...I came over to this way of thinking after working in a franchise system, with one of the most recognizable brands in the world and finally in the sports business. And it always comes back to one thing..if these four walls could talk...

Off we go.....