Category Archives: Business

The Holy Grail Found In A Small Pub

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TimsTap4

Hearthside.

Walking into Jim’s Tap is like walking into the pub that all the beast slayers and bounty hunters hang out at after a long day of escapading, exchanging tales of adventure and whimsy over tall flagons of ale. The dim orange lighting and red carpet is accompanied by the warm glow of a fireplace illuminating a mounted boar’s head above its mantel. The walls are adorned with various medieval décor (including knight’s armor) hanging over the bar’s wooden tables and black chairs with silver-studded upholstery.

When I was a college student in Brookings, SD, Jim’s Tap was my bar. I and my social circle could frequently be found there next to the fireplace, tables pushed together, enjoying a bounty of brew (sometimes perhaps too bountiful) and exchanging our own tales of whimsy, our conversation getting louder and louder as the night ages. (My social circle was pretty big, comprised of many smaller, more close-knit cliques.) When we weren’t drinking tap beer we’d be downing Backpackers – a concoction unique to Jim’s Tap. Not much is known about the Backpacker other than the fact that it’s enchantingly delicious and neon green in color, which only adds to the bar’s fanciful mystique.

JimsTap3

Not my hog.

When I think of Jim’s Tap today, I think of the many laughs I shared around those pushed-together tables. I think of some of the greatest times I had with old friends and new. I think of the initial formative moments I spent there getting to know my now fiancé (who hailed from a neighboring clique), chatting and crushing on each other over the noise of our surrounding friends. I think of all this, set to a scene of perfect ambiance that sparked the imagination.

Every once in a while you come across a business that doesn’t need to talk you into liking it. It doesn’t need to have big sales promotions to keep customers coming back or launch social media campaigns with an inhumanly gregarious presence; it’s perfectly happy with its 133 Facebook Likes and sparse, punctuation-less updates. Sometimes businesses win consumers over by just being themselves, humbly doing what they do best. If they do it right, they can acquire what I think is the holy grail of business – true customer loyalty. This loyalty is not won by drink specials or fast service; it’s won by consistent positive experiences, experiences that turn into life-long memories.

So what makes Jim’s Tap so special to me? Why does it ignite such passionate nostalgia? Is it the boar’s head or the free snack mix? Nope, it is the memories. To me, Jim’s Tap isn’t just some bar; it’s a symbol of the good times. And if I lived in Brookings today, you can bet that I’d still be frequenting that old pub.

After living in Sioux Falls for about a year now, I have yet to find a Jim’s Tap replacement. Any recommendations? A mounted boar’s head is a plus.

- Andrew

_ _ _R _ _ _ _ _ _

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The other night I was driving home on I-229, probably paying too much attention to the billboards, businesses and illuminated signs along the road. I couldn’t help but notice the number of businesses and buildings that had signs with burnt out letters. One in particular read “_ _ _R _ _   _ _ _ _” (or something like that; I just remember seeing a lonely lit “R”), on the side of a large building, probably retail of some sort.

If they just took care of their sign, I’d be able to tell you the name of their business, but instead, we’re left trying to play hangman. This is definitely one of the worst cases of sign-neglect I’ve seen.

They had one chance to tell me who they were as I zoomed by at 67 mph, and they screwed it up. And the neon red “R” sign immediately left me with all kinds of preconceptions about their company. Thoughts scrolled through my head as I continued home.

“Their merchandise is probably out-of-date and disorganized.” “Going inside would be like being in a Kmart. Eww.” “They definitely have a bunch of fax machines in there.” Then my imagination really started to run wild. “On the upside, maybe they sell fun obsolete technology that you can’t find anywhere else, like shoe phones or mini disc players, and not as a ‘retro’ gimmick, but because their building lies within a rip in space-time that has frozen them in a perpetual state of 1993.”

A consumer’s first impression of a business, whether it takes place online or on the street, is extremely important. Often-times signage is a part of that first impression. The sign can say a lot about a business, almost foreshadowing what kind of experience consumers may have if they come inside. So based on the sign “_ _ _R _ _   _ _ _ _,” what kind of shopping experience would you expect to have? It definitely would not be like a trip to the Mall of America; I can tell you that.

Letter burn-outs can also result in comical changes to the sign’s meaning. Here’s a bunch of unfortunately funny examples.

- Andrew

I Tried to Shop Local

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A few weeks ago I had decided to buy a new paella pan, thirteen inches of gleaming stainless steel. I had seen what I wanted at national kitchen stores like Sur La Table and Williams Sonoma in other cities, but since those stores don’t have outlets here in Sioux Falls I sought to find it locally.

My first stop was a downtown kitchen specialty store that sells the All-Clad brand I was looking for. They didn’t have it stock. No worries, if I can’t get it there, several national chains with stores here in town carry the brand, so I’ll try there. Alas, I struck out at Macy’s, Yonkers and Bed, Bath and Beyond.

So I went back to that small local retailer and asked if they could order it for me. I explained that I knew I could get it online but if I could support a local small business I would. They were my first choice. The woman at the counter took all of my contact information and carefully wrote down what I wanted and promised to pass it on to the store owner.

Two weeks passed and I hadn’t heard anything, so I stopped in the store again. The woman working knew who I was and she had heard them talking about my order but didn’t know the details. She again wrote down my contact info and promised to call me when the store owner arrived, which should only be a few minutes. About 4 hours later she called to tell me that they could order the pan, but it would take at least 3 to 6 weeks to arrive and they couldn’t really promise if I would get it even then. No thanks. I’ll get it somewhere else. So much for trying to shop local.

That afternoon I logged into the Zappo’s app on my iPad, typed a few words and a 13 inch All-Clad Stainless Steel Paella Pan was on its way to me.  That was on a Saturday afternoon. The product arrived at my office Monday afternoon. No charge for the shipping and I actually saved about 10% off the retail price.

So here’s my question, if you were that small retailer and you knew a good customer wanted something, and they preferred to buy it from you, why wouldn’t you do everything you could to get it for them? I think if I owned that little shop, I would have ordered it from Zappo’s, marked it up 10% (back to the regular retail price) and sold it the customer. But that’s just me. Trying to keep the customer satisfied.

If she had done that, this post would have been about how great her service was and I would have named her and her store. As it is, I’ll give the glory to Zappo’s.

- Jim

Sticks and stones can’t break their bones, but words can hurt brands.

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In the past, if someone had a beef with a business, the worst they could do was to tell their friends and family about the horrible service at “Al’s Diner,” and maybe send a spiteful letter to Al. But now they can unleash their opinions and words of venom to the world through a never-ending list of business review sites, social media channels, forums etc., for all fellow consumers to read.

A major part of a brand’s identity comes from the way its consumers perceive it. And a part of the consumer’s perception of a brand is influenced by what other people are saying about it. In this Digital Age in which we are all connected, the modern consumer is capable of reaching a lot of people, potentially affecting their opinions, perspectives and feelings about a business.

When you think about it, that’s a lot of power, much more than consumers have ever had in the past, and both good and evil can come from that. As the old adage goes, with great power comes great responsibility.

I completely support the consumer’s right to be heard, as long as they’re honest and fair. The consumer voice of reason keeps businesses in line and helps them improve. It’s the unreasonable people that I have a problem with. It’s way too easy to turn on the laptop and rip a business a new one just because the cashier “looked at you wrong.”

We may assume that our lone little rants, out there amongst thousands of others, don’t have an impact, but they do. They’re out there for the world to see. Whether just one reader or 1,000 readers stumble across the consumer review, it has the potential to affect people’s perception of the brand. And if the review is unfair, irrational, unnecessarily mean, or a flat out lie, then that’s not fair to the business (no matter how big or small it is), nor the  bystander who now has the wrong impression.

The Digital Age has connected businesses and consumers in an unprecedented way. Both are now on an even playing field. And just as we expect integrity and fairness from brands, we are responsible for reciprocating. If we as consumers aren’t fair and judicious with our comments, reviews and complaints, then we’re just as bad as the allegedly loathsome businesses we’re complaining about.

- Andrew

Not Another “Go Digital” Lecture

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You’d think people and businesses would be adapting to the Digital Age by now. Some have, but many still haven’t gotten the memo. Resistance to change almost seems to be wired into human DNA. So a lot of people, small business owners and companies alike, are in denial, and seem to think the Digital Age is just another passing fad. But if they want to succeed, that kind of thinking has to stop.

It’s not just about the technology; it’s about the consumer. Consumers are the reason businesses need to adapt to the digital/mobile movement in the first place. Why? Because consumers are living in the Digital Age, they’re embracing it, it’s where they can be reached, and it’s what they expect when they interact with businesses. And fully embracing the Digital Age doesn’t stop at setting up a Facebook Fan Page.

For example, I never carry cash, only a debit and credit card. Although I expect to make purchases with my cards, a lot of businesses miss out on my sale because they don’t have a card reader. I try to be proactive and grab some cash if I know I’m going to some place that doesn’t accept cards, but carrying cash just isn’t convenient for me, and many other people feel the same way. Therefore, we non-cash carriers sometimes end up just hoping a business will accept cards. How pathetic does that sound? “Please, please just let me buy something from you!”

If a business isn’t providing everything they can to make things easy on the customer, including the most convenient payment option out there (i.e. debit cards), then they’re missing out on sales. This goes for small businesses too. Their quality of service should compare to, if not surpass the quality of service of their larger competitors. Plus, making the debit card option available is easier than ever before. It’s called the Square.

In this new digital era, the ability to accept cards is just one example of the many modern shopping conveniences consumers expect out of businesses. And that list will only increase in the future.

Consumers have much more say in how they shop than ever before. They call the shots, and they expect convenience. Are you going to give it to them? If not, someone else will.

So yes, go digital, but beyond that, go where the consumer takes you.

- Andrew

Is Your Writing All Talk?

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Commitment Innovations Today

People Inspiring Discovery

Soaring Achievement Excellence

Do these phrases mean anything to you? I mean, the individual words are ok. But put together, they’re ambiguous, and pretty much meaningless.

This is something I frequently notice in advertising and business communications – words that are pretty on the outside (sometimes not even that), and empty on the inside. They’re purely cosmetic. It’s just a gag played on the audience, similar to the tricks performed by this magician.

For the sake of conversation, let’s call these meaningless ad phrases “gaglines.” (Not only is the illusion that they’re saying something of value a joke, but they make me gag.)

Gaglines defeat the purpose of your advertising. They’re just pretending to say something, but really not saying anything at all.

The purpose of your advertising is most likely to fix some kind of problem; transparent gaglines don’t fix those problems. Just because you use words like “excellence” or “inspire,” doesn’t mean you’re saying something meaningful and beneficial about the brand. Ad copy needs to be real and genuine. It should focus on the message, not the words.

Every ad you put out there is an opportunity – an opportunity to be heard, to influence consumers, to boost sales for the client… Failure to say something meaningful about the brand is a missed opportunity. So take advantage of your spotlight moment. Give your words legs to walk, and say something worth listening to.

- Andrew

To All You Brands Out There

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Specifically the ones that don’t take branding seriously:

Branding matters, a lot, no matter how big or small your business, even if you have 6 Likes on your Facebook page. Remember, every single time your business is represented in relation to your customers and the general public, whether it be a Tweet, a sale or an ad, it all affects your brand image. And not only can your brand image affect your sales and reputation, but it can affect the entire future of your business.

Your brand isn’t necessarily defined by you; it’s defined by consumers, and the way they perceive your business. And that perception partially comes from what you have put out into the ether. Influencing that perception occurs in a number of ways, from the content of your website, to your logo, to your advertising, especially the experiences customers have with your company. All of these things (among others) contribute to your brand’s identity.

If you own a small business, do not make the mistake of thinking this kind of neurotic concern for brand development only applies to large, global brands. It’s just as important to your business, especially if you’re in the early stages of brand development. Every “branding moment” matters, regardless of how minuscule some moments may seem to you. By “branding moment,” I mean, every opportunity your business has to influence or support your brand in the public eye. And the outcome of every moment applies a plus or minus to your branding scoreboard.

So take it seriously. After all, this is your business. A business you’ve probably made sacrifices for, a business that puts food on your table, and provides for your family… You probably put a lot of care into every aspect. Don’t leave branding out of it.

- Andrew

Click for photo source.

Branding & A Kennedy Half Dollar

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There’s a little sandwich shop not far from the office called Whiffer’s. It’s been there forever and as far as I can tell it only has one employee and that’s Whiffer. She owns the place, makes the sandwiches and soups and provides the witty banter as she makes your lunch. Whiffer has been running that little shop longer than I’ve been in Sioux Falls, and she is quite a character with a voice that reminds you of an aging Katherine Hepburn circa On Golden Pond.

It’s a quirky little joint on North Minnesota Avenue, on the cusp between a rough neighborhood and the industrial area surrounding Sioux Falls Regional Airport. The sign by the door says “Open 11 to 3ish.” As far as I know the extent of her advertising is the weathered old sign in front of the small converted house. And if you approach from the south the sign is hidden by a bush, from the north it’s obscured by a hill and some traffic signs.

But there are a few things you can always count on at Whiffer’s – a big overstuffed sandwich, great cookies and brownies and the cost of your meal will always be rounded to the nearest quarter of a dollar. And here’s where a little bit of branding genius comes in. When you get your change, Whiffer will hand you a Kennedy half dollar.

When was the last time you were given a 50-cent piece? For me, other than Whiffer, I think the last person to give me a Kennedy half dollar was my grandmother on my eighth birthday. A Kennedy half dollar was special. You saved them carefully in your piggy-bank along with the two-dollar bills and wheat pennies; they weren’t the kind of thing you spent willy-nilly. My wife still has her little ceramic bank full of them.

Now days, when I get a quarter, nickel or dime, I put it in the ashtray of the car as fodder for the parking meters. But the meters won’t take a 50-cent piece, so I set it on my desk. I’ve begun to collect quite a few Kennedy half dollars, and every time I look at one, or pick it up and toss it in the air, I think of Whiffer. And then I know what I’m doing for lunch.

I asked her about the Kennedy half dollars the other day and she told me when she requests them from the bank, they have to go back into the vault to get her the coins. This is not a decision she makes lightly. She likes the smile those half dollars put on her customers’ faces. She likes that she’s unique. And you know what, I think it’s pretty damn smart of that old gal. She’s turned an unusual piece of U.S. currency into her calling card, and that seems to me like some pretty shrewd branding.

Seriously, when was the last time you were handed a Kennedy half dollar?

- Jim Mathis

From FMOT to ZMOT

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For those who haven’t heard of the First Moment of Truth (FMOT), essentially it’s the moment in which a consumer is in a store deciding between your brand and the next guy’s. For years this has been a profound moment for businesses and marketers – a final fight to the death between two gladiators. Who will win? Lucky Charms or Cap’n Crunch? All of your branding and marketing efforts have led up to this moment. If your efforts were good enough, you’d close the sale and bask in the glory of the crowd’s roar in the Coliseum. But if you failed, you’d lose the sale to your competitor and fall to your death.

Although FMOT is still significant, it is yet another victim affected by digital technology’s wrath. Recently there has been a lot of hype around our office about a new book called ZMOT: Winning the Zero Moment of Truth  by Jim Lecinski.

Now that you know about FMOT, the term Zero Moment of Truth refers to the moment of competition before the consumer reaches FMOT, and it takes place online rather than in the store. For example, if you were thinking about buying a new TV, whether you plan to buy it online or in-store, would you first conduct a little research online to learn about your options? You may compare brands and prices, read customer reviews about the potential candidates, or even consult your Twitter followers for suggestions. If you’re behind the times like me and still have a cathode-ray tube television, you may even do a little research to learn about HDTV’s in general before moving on to comparing brands, specs and prices. The instance in which you are conducting all of this research, from learning about the product category to the brand options, is the Zero Moment of Truth. And it’s becoming increasingly important for brands and businesses to be present at this moment and to take advantage of the opportunity, especially in today’s digital retail environment where some consumers may not even leave the couch when purchasing your product. And if they do, there’s a good chance that they’ve done some online research before coming to your store. And this is why your business needs to be there during that decision process.

I’ll give you an example from the book. It’s not enough for businesses to only be present when their brand name or product category is typed into a search engine; there are more innovative ways to be present as well. To illustrate this strategy, the author points out a popular Google search phrase – “What’s in dog food?” Now if you were a dog food company, wouldn’t you want to be present when a consumer has a question like this? Who better to answer it than you? Maybe you could start a “What’s in dog food” campaign and educate your consumers. Plus, it’d be a great way to stand out among your competitors.

And that’s the kind of stuff you’ll find in this book. It’s a short and simple read, but incredibly insightful. The author presents numerous case examples and offers tools, tips and ideas on how you can apply and implement ZMOT in your business. The Zero Moment of Truth concept is no doubt a monumental, game-changing notion for the field of marketing. Although this book is a great way to get acquainted with ZMOT, I have a hunch that it is a subject that will only receive deeper analysis in the future as it becomes even more important and more relevant to business and advertising.

The book is available in about every format you can imagine (I downloaded the app on my iPod touch). And the best part is – it’s free! Again, it’s a painless read, nothing compared to the pain of being struck down by a gladiator. So check it out, before the caged lions get you.

- Andrew

Liver is Always Liver

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Liver by any other name, well, just call it liver. Dress it up with gravy, corn or peas, but liver will never be a juicy cut of steak slathered with A.1®. Sauce, a mouth-watering filet mignon or a burger beefed up with cheese and bacon. It can never be the other white meat, it will always be beef. And whatever name you use, it still tastes like liver and I will not, cannot and could not think of eating it. But not that my mom did not try.

Growing up on a farm, when you butcher your own cattle, you get left with a lot of leftovers which includes a freezer full of tongue, Rocky Mountain oysters and liver, when all the rest found its way to a plate. My mom knew this, and she would call liver any other name but liver in hopes I would eat it. Sometimes it would almost work. I’d take a nibble or two and then question the cut. Sometimes simply the look would throw me into a toddler-like tantrum.

When it comes to PR, you get plenty of liver. Good stories, full of iron. They beef up a company, but rarely do they suit everyone’s palate – the specialized, niched and super-quirky pitches. As business owners, we want to pitch everyone everywhere every story, because we want to believe everyone everywhere loves to know everything we do. But you would not serve a plate of liver, steak or stew meat at a meeting of the American Vegan Society (yes, it exists - http://www.americanvegan.org).

So as PR professionals, we cannot serve every story to everyone. We need to know the menu, our audience, and what they like and want to eat. Blame it (or credit it to) technology, but journalism evolved in the last decade into the Mall of America, filled with amusement parks, Subways, Hooters and lots of stores, each catering to a unique audience. If we want to create effective (and efficient from an opportunity cost perspective) pitches, we need to know what our audience wants and to not waste their time with what we think, or hope they will like. As advertisers, we research what works and what doesn’t, and PR must follow the same philosophy. It may seem like I’m serving up some strained peas, easy and obviously little chewing required, but so often (as I remember from being a journalist receiving emails every day from the launch of a Bosnian eat-on-a-dime cookbook to pitches about throwing the perfect children’s party with a budget of $20,000 when I reported on courts, cops and crime). When we pitch to the masses, they pitch our idea in the trash. Instead, we need to know the reporters, the blogs and the beats that care most about what idea we want to sell them. We must find the unique angles, and then serve our stories up on a silver platter. I admit, I am as guilty as my mom at trying, wanting and hoping someone will eat what I dish up. I pitched faux-Facebook websites like a pop-up-shop on a random street corner pushing the latest Louis Vuitton bag, and I would pitch to anyone and everyone because my client wanted a story on the front page of the New York Times or Wall Street Journal. That’s when a slice of humble pie helps for all involved. Communicating to clients also becomes critical so they know why and how you want to reach the people you believe will be most interested in them.

Now I’m kind of hungry with all this talk of food. I think I’ll grab a delivery menu for pizza tonight.

- Jolene Loetscher

Photos by Spec-ta-cles and coolmikeol. Thanks!