Smell-o-Vision – Getting Your Attention?

Is getting someone’s attention really that difficult? Heck no – just be interesting. Or appeal to their most primal sense of smell.

It’s not new “Scentovision” was introduced in the 1930’s as part of the New York World’s Fair. (I wish those would come back!)

Have you noticed that incredible smells seem to be catching your attention? Or have you noticed that Bloomingdale’s releases different smells in different shopping areas, or that the Bellagio Hotel in Las Vegas has a magnificent scent all its own?

If you’ve been through an upscale model home lately you’ve probably smelled cinnamon – designed to capture the attention of the male shopper, or vanilla which nearly everyone chooses as a favorite.

Almost all hotels are now in full smell mode – Westin uses a white tea fragrance; they even (and smartly) integrated a scratch and sniff version in their print advertising. It is alluring and for sale through the Westin Web site.

The olfactory is a powerful tool and marketers are starting to use it in a big way.

If you notice marketers using this to sell their products, let me know and I’ll share with our readers.

Meanwhile, I’m using three scents in an upcoming promotion for a client; one will be chocolate scented, another will be citrus and we’re still debating the third. Stay tuned.

For $100,000 a second, it better score!

Super Bowl Sunday this year is February 1.

The absolute highlight of my career (so far that is) was the Super Bowl campaign we developed in 2000 for Super Bowl XXXIV. It was the year of dot-com Super Bowl commercials and we thought big, maximized every opportunity and scored huge. More than $20 million in PR coverage alone. We used EPCOT at Walt Disney World to do the filming, bought not only a spot in the second quarter of the game, but a series of 4 spots just before the kick-off.

The spots were unique, edgy, meant for a male audience and … about brides. We integrated every possible marketing element to introduce Our Beginning, an online wedding invitation company, and tied it back into the client’s Web site too We had over a million hits, the client achieved every single goal and more. For me, and all of us involved with the making of this small piece of TV history, it was just WOW.

In the next few weeks we’ll be hearing quite a bit about Super Bowl XLIII; and you will note a new theme. These commercials have to hit hard, impact the bottom line and score big for their companies. Rates are running $3 million for one thirty second spot.

Watch for new product introductions, financial services, and G.E. as a first time advertiser. There will be links to Web sites, Facebook, YouTube and even Twitter.

For those of you who will be glued to their TV’s on game day, let me know if you think this year’s commercials scored or not.

The grass is still growing here

Have you noticed too? I live in a comfortable neighborhood where on a daily basis our front door would have a cornucopia of flyers from painters, cleaning companies, pest control services, pool guys and yes landscaping companies. Just before Thanksgiving they stopped. I continue to open the front door expecting to see flyers; there are none.

What happened? Our grass is still growing here in Florida yet no one is soliciting us to take over our lawn service needs. Wouldn’t this be a good time to get my attention, especially if you have a lower price or a better service option?

It’s too quiet out there and as a marketer I’m recommending that now is the very best time to reach out for new business. I’ll keep checking our front door, our driveway and our mailbox for flyers, sure hope they are there – I think I can hear the grass grow!

The ground has shifted.

Just minutes ago our new President said “… the ground has shifted”. I felt it too. Few things are as powerful as seeing the throngs of people who braved the cold and more to be on the Mall in Washington D.C. How proud it makes me to be an American and have our first proof that indeed things are changing, shifting to a new mind set.

Important people in my life, who did not vote for President Obama are willing to listen and see. Yesterday one of them saw the photo of the President as he painted while doing volunteer service – she said “I think I might like this new President”. That voice was but one of many I am hearing these days.

Another great line from his inaugural speech was “when imagination joins common purpose…” so powerful.

My sense is that community service, good deeds, helping one another out and having patience with what’s to come might just be the new order of things. Instead of whining and complaining our populous may pitch in and be the difference. I surely hope so.

As a member of two massive Habitat for Humanity builds, I can tell you there is no finer feeling than putting your heart, soul, time and money into helping someone in need. Here at Bennett & Company giving back to our community is a part of every person’s job and is fully supported by the agency. So many others do this at their companies too and today I felt the ground shift toward much more of what makes America so beautiful.

Nothing Sweeter than Personalization

My mailbox is filling with emails loaded with Valentine’s Day suggestions and I love the message they are sending.

If you haven’t been to www.mymms.com or www.necco.com — take a look at what you can do with the ever popular M & M’s or those cute candy hearts – how about in Spanish? Have you put your loved one’s photo on an M & M – all very possible, quick and reasonably priced too.

We all love being noticed, being thought of as special and to know someone went a little farther for us than running to the drug store on February 13th to get a box of candy.

Have you personalized your messages? Start now and see what can happen between now and Valentine’s Day – you just might find out how sweet it is!

Odd how a plane crash can make us all feel good

Possibly we are all looking for something/anything to validate that it is OK to feel good.

Oddly, the plane crash in the Hudson River yesterday came just before our next feel good opportunity of the inaugural of our new president. I don’t know about you but I feel great today and there is an air of “things are good” here in our offices too.

This story was not just about a plane crash, but instead about heroes and a plane full of passengers who were grateful, even happy when rescued. What a sight to see once again the New York community coming out in full force to help others in need.

Having represented several airlines over the years I have been through many crisis training drills and was even in charge of the communications on several much less dramatic times of need. There is little that prepares you for a crash landing, it is all gut and apparently the pilot and crew had it! Thanks to each of them for making this a story we can all be proud of.

In the days ahead this story will unfold and it is nothing but good for US Air, the airline industry, New Yorkers and all of us – good people are everywhere, so are good companies.

Maybe it will be enough to get us all tuned back into the broadcast and print news, at least for awhile.

A McTurnAround We Can All Learn From

As I write this I have just had my favorite McDonald’s lunch of a grilled chicken wrap, I have it so often that the nice woman at the local McDonald’s recognizes my voice.

I tell you this to lead into the focus of today’s blog – how McDonald’s devised a “Plan to Win” strategy they have followed over the past few years to focus on food quality and customer service rather than expansion. As a result I am an example of a consumer who has returned as a McDonald’s customer.

Yesterday’s Sunday Business in The New York Times ran a front of section story headlined “The Happiest Meal: Hot Profits”.

The article chronicles how the company’s mission went from “Being the world’s best quick serve restaurant” to “Being our customer’s favorite place and way to eat”, said the former global chief marketing officer who is quoted in the article.

Here is an example of a company that had it all – yet lost sight of giving the customer what they really wanted; quality food and service.

It’s a great article if you get a chance to read it, but it’s also a lesson for all of us. The message here isn’t about losing market share of taking your eye off the ball; it’s about recovering and reinventing.

Yesterday McDonald’s was proudly known as fast, cheap and everywhere. Today they have pulled back on expansion and focus on the desires of today’s consumer. Their goal is to be known as offering high quality food at a great value with speed and convenience.

Watch what else McDonald’s does in the months ahead; McCafes, new menu items (think of McDonald’s Lattes competing with Starbucks), more 24 hour restaurants and new ways to enhance the customer’s experience.

If a corporation that large can turn around and be profitable (share prices have soared over the last 6 years) imagine what a nimble entrepreneur can do!

Lesson here: Listen to your customer and live by the answer to this question:
“Why do our customers need us?”

Is it the media’s fault?

This week’s news demonstrates the power of the press. The final numbers came out on the retail sales for 2008 and the headlines included words such as: “Plummet”, “Nose Dive”, “Dismal” among others.

The news: retail sales fell by 2.2%. Granted this was the biggest decline since the 1970’s and some chains and individual stores fell by much larger percentages.

But does the word “plummet” really apply to a drop of such a small percentage? Please do not think I am discounting the extreme importance of retail and its importance in the health of our economy. But why couldn’t the headline say “Shoppers took new approach to gift buying this year” or “Donations to charities were among the most welcome gifts this year”? or maybe even “Despite dire predictions the retail drop in sales was less than some might have expected”?

And what about Amazon and its report that their traffic, shipping volume and sales beat all previous years? Aren’t there other sectors that saw increases during the holidays?

Based on the early predictions of low retail sales, I was not surprised to see the ads with big sales, but I was surprised at the lack of anything different – still hard to find a sales person in most large department stores, and when a sales person was found it was rare to find one with much information or enthusiasm. If retailers knew the holiday was going to be a struggle wasn’t it also a great time to build relationships with customers to assure they would frequent their store all year long? I must inject here that Nordstrom was the exception to both of these each time I went into the local store.

A new year usually brings great optimism and this year with a new administration coming into power in Washington we have two reasons to be hopeful for 2009 – but our new President and his team could really use a little help from the media and others who focus on the negative.

“Free Fall” just doesn’t seem to fit a drop of 2.2% … now if the data said there was a 22% decline in sales it just might fit the message. As for me, I am optimistic and believe that soon the news tide will turn to more balanced reporting, but it will be because the consumer has had enough of the negative.

Make Positive Messaging One of Your New Year’s Resolutions

 

Now let me ask you – which of these would compel you to open an email?

 

(these are real email message subject lines, received since the start of 2009)

 

#1)       5 Resolutions You’ll Love to Keep

#2)       A Grim 2008 in Real Estate

Or

#3)       Continuing Jobless Claims hit 26 year peak

 

My pick was #1.  Since I’ve already heard all the grim I can stand, I’m going with the positive message in #1.  Does it help to tell you who sent these?

 

#1 is from Saks Fifth Avenue

#2 is from Inman News, a superb real estate new source

And #3 is from our local Business Journal’s daily headlines

 

Now as a journalism graduate myself, I believe news is news and as my reporter friends might say “no sugar coating”.  But really is email suppose to fall in the news category?

 

So let me give you some tips I’ve gathered over the years about how to get your email read:

 

Tip #2 – Before they even open your e-mail – focus on the subject line

The most read email have the best subject lines –

Less than 20 characters long, with a number – research shows these are most opened! Example:  10 ways to become rich

 

Let’s all remember that bad news is everywhere and if we want to be noticed in 2009, and beyond, our best approach is to be positive.  With transparency, authenticity and integrity being important elements, add a little positive zest and see what transpires!

 

Tomorrow I’ll offer more observations on headlines and how they are impacting our economy, stay tuned.

Day One at Bennett About Marketing

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If you’re reading this, thank you.  I’m committed to assuring you find value when you come to this blog, and I’m open to your questions about marketing too.

Today is January 8, 2009 and my first day of blogging.  As the owner of Bennett & Company, a marketing firm, for more than 27 years, it’s not only about time I blogged, it’s the perfect medium for marketing.

Consider this – our world is changing rapidly and right here at our fingertips is a way to communicate, and to do so without any barriers between us.  That is marketing in its purest form.

My intent is to bring you trends, tips and news that will put marketing in a whole new light. Join me with your thoughts and comments, I welcome your input.

Please know we will follow the etiquette rules of blogging and assure this is a transparent process.