Hey, It's Norm, Cheers!

Revealing your marketing team’s disconnect

Have you seen the new Dominos commercial which has Norm, from the show Cheers?

They digitally brought back a popular character from the sitcom, Cheers.

Really cool.

But, Cheers ended, wait for it, in 1993! They brought back a character from a show which ended in 1993! Who authorized that?

I’m willing to bet it’s an older white, gentleman, the demographic which watched Cheers and grew into. becoming part of the marketing team for Dominos.

I think it’s a clever idea. But there are about 38928 other characters who will likely resonate with viewers more than Norm (no offense, Norm!). They just revealed how disconnected their marketing team is.

What do you think? Do you remember Norm? Could they have chosen a better character to order pizza?

Feel free to write here or to email me directly!

Social Media Strategy #4928- Luring to Follow

Follow or else

Here’s something I just saw Wendy’s do- their social media account on Twitter went private, meaning you have to follow to be able to see their specials, along with their tweets.

Is it worth it to lure customers to force follow? It’s a lot harder to share photos or send specials to friends on a private account. And if that’s their strategy, how come they’re not doing the same for their Instagram?

What do you think about their marketing strategy? Would you follow for specials?

Feel free to write here or to email me directly!

Dental Practice Advertising

More than testimonials

It seems like there are more dentists than 7-11s around San DIego.

So how do people choose their dentist, or better yet, what causes someone to change dentists?

I think the basic, same old answer is great customer service and results. If a dental practice has great reviews, you’ll likely consider them. If they have great results, you’ll likely come back.

Now if the dentist passes you along to the associate dentist, or screws up your filling because he needed to put in 8 shots instead of 1-2 to numb you, then you may consider an alternative dentist.

This sounds like a given, or it should be. So why are there still poorly rated dentists, and what can be done?

Stop doing poor work. Stop acting poorly. Stop blaming patients. Start advetising what you offer your patients. Are you open on weekends? Do you offer anything special for kids? Do you offer an additional pain-free method for those who fear dentists?

Lastly, how do you portray all that in a video, or multiple videos, to clearly show you in action? We’re here to help! We got the “Flood Method” exactly to push that vision to life.

Want to learn more? Just let me know when to stop by and give you more details.

Feel free to write here or to email me directly!

Social Media Customer Retention

Tweeting your problem

I recently had an extremely poor experience with an insurance agent. I know, hard to believe.

I was so frustrated with the lack of concern, the condescending tone and the repugnant verbiage, that I knew I wouldn’t be able to reach a supervisor if I were to call customer service right before normal business hours.

So I did the appropriate thing- I took to twitter. I wrote a strongly worded critique of this individual, obviously without mentioning his name.

We all know companies are on twitter listening. And I also do not believe vulgar insults get results, nor should they. But actually questioning the morality, ethics, and customer service of a company will get you a response most of the times.

2 days later- I received a call from his supervisor asking what my concerns were, and I voiced it to him. He listened, he expressed the plan of action was, and if there is anything additional he could do. Before ending the call, he asked if I would remove my tweet, and I thought about it for a second, and agreed. I had the supervisor’s email and direct number, and I acctually had found his supervisor too, in case I needed to escalate things. So I was comfortable with removing my tweet.

Want to share your social media experience?

Feel free to write here or to email me directly!

Your Marketing Team is Handicapping Your Brand

Don’t let your marketing team hold you back

Many larger companies have marketing teams. These are very capable and intelligent individuals, but they’re almost always limited in their resources and broad experience. For example, one of the largest dental crown companies in the world, Glidewell, has a marketing team, but also a production team. They have actual cinema cameras, big, beefy computers, and sets to film their in-house videos.

But these are “generic” people. What I mean by that is they usually have individuals utilizing multiple hats. One person may be the social media poster, while also dabbling in filming, and they can even create promos for youtube. So boom, you have marketing! But you’re getting a 5 out of 10 in terms of quality all around.

With a formal production team, you have a cinematographer, a story-boarder, lighting person, audio tech, editor, color grader, director, and as a team, you can get a solid 7-10 out of 10. The person who can do multiples of these is also the person strictly offering higher end marketing solutions for clients versus working salaried at Glidewell. There’s absolutely nothing wrong with a salary or working at Glidewell, but one must admit that the person who fixes the computers, is also the janitor, and also the secretary, is probably not offering the best services possible.

Large and small companies need to outsource some of their needs, even with marketing teams. Marketing teams can workin conjunction with the outside team, but if you think you marketing team is going to create logos, film commercials, take care of social media, optimize SEO, update the website, and stay up to date with new technologies, you’re setting your company up for failure.

Have a comment to make or question to ask? Feel free to write here or to email me directly!

The Goodyear Blimp

From military to advertising

Back in the day, you could spot a blimp in the sky. They were usually popular during football games too. I clearly remember the “Goodyear” blimp, operated by the company Goodyear mainly for advertising.

But blimps were utilized during war times for surveillance and became an advertising tool much after World War 2 ended.

Today there are only a few blimps, and estimates are it cost about $100,000 to operate for one flight. So is that worth it for Goodyear? 3 blimps on a Sunday during football games where a few million people may either directly see the blimp or a mention of the blimp on TV.

Goodyear is still one of the larger rubber companies in the world turning a profit, although probably not directly because of their blimps. But it’s the only company I can think of who uses a blimp regularly, and that made them unique.

Can you utilize something that your company would be the sole users?

Have a comment to make or question to ask? Feel free to write here or to email me directly!

The Balance Between Comfort and Quality

Choosing a brand you’re more comfortable with

I’ve seen countless times people choose a brand which they’re more comfortable with versus choosing for quality. I’m implying that sometimes people would opt for inferior quality or service just to be more comfortable.

Here’s an example- a couple may choose a photographer to photograph their anniversary party because they’ve shot with the photographer before. They feel comfortable around her and the inferior quality is either negligible or acceptable as opposed to risking choosing someone who may cause discomfort.

So what are you doing to make your customers comfortable? How are you building trust and relating to them?

Have a comment to make or question to ask? Feel free to write here or to email me directly!

The Mold at Burger King

Using mold to sell burgers

Good old Burger King- a company with some of the most brilliant advertising.

Their newest ad, stirring controversy, features a Whopper that’s molding. But it’s a good thing.

Why?

Because mold is a sign of “real food.” You see, “fake food” doesn’t mold, at least that’s what we’ve been told. If you take a McDonald’s burger or fries and leave it in your car for 72 days, it will likely look the same as the minute your purchased it. And if food doesn’t mold, that must be a sign of a genetically modified product that cannot be healthy for you.

Now, I disagree with this because I once tested this hypothesis by leaving fruit outside in the dirt. After 4 days, the fruit had not rotted yet, and surprisingly, animals had not consumed it. Maybe I had some Monsanto laden fruit, but maybe not everything rots immediately. I know meats are supposed to, and bread molds rather quickly too.

So aside from the science behind it, Burger King’s disgusting ad is used in an ingenious way to gather trust for its burgers. Now is this enough to bring over Big Mac or Jumbo Jack loyalists? I don’t think so. But this ad has been reported by nearly every news outlet and at least has Burger King in the back of your mind if you’re craving a fast food burger.

Heard of a more disgusting ad campaign? Share with us!

Have a comment to make or question to ask? Feel free to write here or to email me directly!

Geographical Trust

Why we trust those from the same area

There is a certain bond between people who come from the same area. If you’re an immigrant, you find an instant kinship when you meet someone from the same motherland.

Similarly, there is a certain hesitation when one is from a different area than you. Imagine getting an email from someone offering you consulting services… but from India. You’re reluctant to offer trust as easily as someone from your hometown. It’s probably because you know you can drive to them and reach them if there’s a problem, and here in the states, you have the legal system as a tool to pursue negligence.

Sure, for mass products or things that are insignificant, we’re all content with getting our products from China. But if you want a person to provide service, even if remotely, you’ll likely consider someone within your city.

We often produce commercials for companies in Southern California because we offer top notch quality, but also because we can be available for a consultation, and to address concerns in person.

What would you be comfortable purchasing from outside of your area?

Have a comment to make or question to ask? Feel free to write here or to email me directly!

"Hello, Is This a Good Time to Talk?"

Cold calls are the worst calls.

It’s 7:28pm. You’re sitting with your family, ready to dive into a delicious, savory dinner you’ve been looking forward to for the entire day. It’s been a long day in general. You smile over at your significant other. Just as you’re about to start eating, you get a phone call that might look familiar. You answer the call to hear:

“Hello, is this a good time to talk?”

It’s over. You’ve received a cold call. If it’s me, I’m ready to wage all out chemical warfare on the other side. Disrupting me during dinner with my family to ask my one of the stupidest questions in life- and for what? To try to sell me knives? Insurance? Dog leashes? Whatever it is, at that moment I’ve promised on the souls of Batman and Superman that I will never purchase said service or product from you, ever.

Disruptive, insincere marketing for the sole sake of profits is poor salesmanship. Don’t be that company that makes regular people hate you.

Have a comment to make or question to ask? Feel free to write here or to email me directly!