Years ago I represented a Chevrolet car dealer. He was reasonably successful, but wanted to take the dealership to next level and he hired me to accomplish this. One of the things he wanted to do was sell Chevets, a good solid second family car. It’s low price made it a great car for the blue collar family.
I produced a nice TV spot featuring the car and proceeded to map out the running schedule for the ads. When I presented the budget to the dealer he immediately threw out all the 11:00pm news spots. I protested, but he wouldn’t budge on the ads.
THE SCHEDULE WAS PRODUCING RESULTS, BUT NOT TO THE DEGREE I WAS LOOKING FOR.
Technology and alternate ways of doing things are always in a state of flux. Whether it’s outsourcing some of your operations or looking at techniques that aid your decision process, it’s important to keep emerging tools and practices on your radar screen.
One example is the evolving nature of financial planning and analysis software that transcends beyond traditional spreadsheet tools. Do you ever wish you had a crystal ball to aid your business decision process? Would you use such a tool if it was available? With operations becoming more and more complex, having the ability to anticipate, analyze and assess alternate strategies BEFORE committing valuable time and resources is becoming vital.
“Anyone who says businessmen deal in facts, not fiction, has never read old five-year projections.“-Malcolm Forbes
Does your current financial forecasting model provide answers to these SEVEN TYPICAL INQUIRIES? Read the rest of this entry »
They will tell you this: A lot of times, it’s the notes that you DON’T play that truly make a composition what it is. An experienced musician knows when to hold back and let silence or resonance to fill the air. Sometimes we forget what “rest” can do for a piece of music, for a project, or for our work.
One of my favorite new food trends that have been hitting the commercial grocers is Israel couscous. However, it may be a bit late for me to say that this is a new truly trend in American culture because chefs have been experimenting with this type of pasta since the early 1950s. Over the past few years there has been a sudden boom to explore this culinary favorite which is why I put it at the top of my culinary trends for the summer.
I hear the same comment over and over…”I can take the product shot. I’ve got a digital camera”.
A few years ago, I was walking through “Ace Bargain Center”. Ace was a combination of connecting buildings that went for an entire city block. This store had every kind of used merchandise you could possible imagine. It was like an indoor junk yard (but clean and safe). As I was walking by one of the rooms I noticed that it contained all the materials for a complete operating suite; gurney, cabinets, lights, autoclave and even some surgical utensils. I realized that for the paltry sum of a couple of thousand dollars, I could set up my own operating room. I would have the equipment. The problem was, equipment doesn’t make you a surgeon, talent does. The same thing goes for photography.
A GOOD PROFESSIONAL PHOTOGRAPHER IS MORE ARTIST THAN PHOTOGRAPHER.
A pro realizes the effect of lighting, positioning, backgrounds and even the image your product conveys. Lots of people can take “good” photos with a digital camera and they can be the hit of the picnic, but the professional photographer takes it the extra mile to make your product shine.
You’ve put a lot of time into developing your product and you’re proud of it. Put your best foot forward and show it in the best possible way. I think you’ll find that most photographers can work wonders and are a lot less expensive than you’d think.
Another tip: Don’t dictate to the photographer, let him ask questions and give you his best possible recommendations. If you let an artist use his vision, chances are you’ll get something much better than you had hoped for. In my 35+ years of experience, it’s worked every time.
Next week: The Car Dealer and TV.
Always let the artist make the suggestions!
Bob Martin is principal of Martin Creative Consultants, providing advertising consulting and services to manufacturing and retail businesses. His MCC VoicePros division creates audio voiceovers for radio, TV, internet ads and presentations.
Do you remember the challenge, the fear, and the thrill of learning to ride your bike as a child? Do you remember how proud you felt when you finally got the upper hand on gravity? Didn’t you feel like standing on your handle bars and screaming “I’m King of the World!” You had acquired the “art of balance” to keep your peddling in a mostly forward, albeit erratic, direction. Life was grand.
“Life is like riding a bicycle. To keep your balance you need to keep moving.“-Albert Einstein
Well, balance remains a big part of our lives. It just takes on different forms when we grow up. I emphasize the art of balance since feeling might be more relevant than logic in determining the current state of balance in our lives. Although it’s a personal process and a private journey, here are a few questions to kick-start your assessment:
First, what does your gut tell you? Are the various components of your life in balance? Do you work to live or live to work? Are you becoming multi-dimensional or one-dimensional?
Music & Arts: “Act Locally” Benefit Concert
By Nick Corsi
“Act Locally” Poster click to enlarge
FINALLY – SOME OUTDOOR MUSIC!
This past Thursday at the University of Pittsburgh, our Habitat for Humanity Chapter put on a Benefit Concert. As a University chapter, we have a long term goal of eventually sponsoring the entire cost of a Habitat home. This goal will see its fruition in years to come, but the fund raising is ongoing and provides a slow but steady stream of income to the account. Each year our Benefit Concert provides for this goal and also acts as a capstone event for the year.
As a caterer I am constantly looking for the new and interesting ingredients to add in my dishes. One of the most important parts of my presentation to my clients is assure them that I can keep up with current trends. Because of the rise of the health movement in the last few years, more than ever, individuals are looking at the ingredients that comprise their food. Since spring is upon us in the United States, and with summer quickly coming, I have decided to write about several grains that are making their move for pantry space in the average American home.
In my first segment of my discussion, I will talk about Quinoa. I first discovered this grain on a food blog several months ago. Intrigued, I searched for the grain in my local food stores but was at a loss. However, soon this grain popped up in a local Pittsburgh grocer and I immediately started cooking with it.
Truth in advertising is one of the most important rules in business. It’s what drives the ridiculously long disclaimers in automotive advertising and the list of discouraging side effects when the pharmaceutical companies hock their latest medical miracles. I don’t know about you, but every time I hear the side effects of some of these meds, I wonder if the ailment isn’t better than the cure.
So, I enter my favorite fast food restaurant and order that perfect cheeseburger pictured so deliciously over the counter. I take my treasure to the table and unwrap my sandwich to find a squashed bun, most of the melted cheese sticking to the wrapper, catsup all over the place and a pickle stuck to the underside.
Do you tend to see what you’ve always seen? Do your past experiences prevent you from seeing things from a fresh perspective?
Beware: limited perceptions can create some powerful mind traps. They become subtle tendencies in the way we view the world and can impede our ability to find creative solutions to problems and opportunities. Let me share a few related stories from Robert Pirsig the author of the philosophical masterpiecesZen and the Art of Motorcycle Maintenance, and Lila.
“For every fact there is an infinity of hypotheses.” -Robert Pirsig
The average housewife or stay-at-home mom has changed greatly in the last 50 years. Before, women were expected to always keep the house scrubbed and clean. Now, women are happy if things are just organized and tidied up. The pace of our lives has sped up and we are all trying to fit more into our 24 hours.
In the 1950s, women wouldn’t dream of having their cleaning product in the line of sight for others to see. Today, Clorox is trying to change the “out of sight, out of mind” mentality. Clorox, through their redesign of their disinfecting wipes is pushing the question, “Why wouldn’t you want others to see your cleaning products?”
A lifestyle of the rich and famous is a common image projected by many network marketing leaders. It is extolled in video presentations. It is acted out at “major events” held in exotic resorts. It is seductive…a heady experience. We attend in droves, in hopes of an epiphany on the road to riches. We listen to the dream, with hopes the dream now includes us.
These sessions do inspire and encourage…but, if what follows is financial and relationship stress arising out of unreasonable business expectations and overextended expenditures, the inspiration backfires. A promise of vast, easily-acquired wealth, is seductive and destructive; both for the new person, and for the leaders who are under pressure to uphold the persona.
About a year ago, I saw a great pizza shop ad on the back of a newspaper tab. It was full color, full page and it looked great. The ad actually made me hungry for pizza, so I decided to order. There was this great effective ad, but no phone number or address. I had no idea where the shop was. My resolve was to order from a competitor.
“I used to think I was indecisive, but now I’m not so sure.” Does this describe your organization and how it deals with change? One could make a pretty compelling argument that General Motors suffered from this type of malaise for decades. Whether it is too little or too late for GM is certainly up for debate. But you have to respect their recent proactive course of action. The former giant is now in the role of the underdog but at least they are doing something. Commitment and execution are excellent attributes to embrace.
“Indecision may or may not be my problem.” -Jimmy Buffett
Bob Martin’s career has spanned almost 40 years of media, marketing and ad agencies, including 19 years as Manager of STI Creative. He’s kindly offered to provide us with weekly articles on advertising for the small to medium size business. I’m pleased to welcome him to Thinking Big Works.
Yes, it’s Monday and Bob’s posts will show up on Thursdays. So look for a bonus this week – two posts instead of one.
So far we have talked about planning committees, music selections and event strategy…all that is left is to make it happen. The final installment of Music Festival planning focuses on some of the logistical issues that are faced when planning and implementing a music festival.
It’s nearing the end of winter here in the northeast, and that means Spring Cleaning is upon us. As the weather gets warmer, new cleaning products are popping up to be used in apartments and homes across the region. Perhaps this was Clorox’s intent when it hired design team Brand Engine. The “counter top” design that Kleenex implemented raises an interesting question about up and coming trends: will common mundane products try to push out from beneath the cabinets?
In that post I outlined 10 behaviours I believe need to be changed for network marketing to undergo the revolution I know will occur when we discover the potential this economic model has to lead business into the future. For the ten weeks following that initial post, I have expanded on each of those 10 behaviors. (click for a complete listing to all posts on this subject).
IS IT POSSIBLE TO HAVE A BUSINESS THAT PAYS YOU FOR NOT DOING ANY WORK?
Does your score keeping drive desired performance? Or does it produce individual and group behavior that conflicts with your primary goals and objectives? Finding the right metrics is not always an easy task. Be aware of the pitfalls that can happen if they are not the right ones.
People can and do change their behavior when they are measured, but it’s not always in the desired direction. Let me share with you a few related stories I’ve heard over the years:
“Tell me how you’ll measure me and I’ll tell you how I’ll behave.” -Famed management guru Eli Goldratt
Entries
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Always let the artist make the suggestions!
Ending the culture of financial PRETENSE
Just sit back and I will build you a multimillion dollar business!
