I travel quite a bit for business. Whether I’m a speaker at a marketing conference, doing a book signing or I’m meeting with clients it seems I’m on the road or in the air a lot. Recently I found myself in Florida to meet with a potential client and had an opportunity to go to dinner with a business legend.

I met with, “The Worlds BEST Negotiator” Herb Cohen. Herb is credited for coining the terms, “Win Win”, “Win Lose” and, “Lose Lose”.  He has been involved in more high profile negotiations then practically anyone on the planet! He’s been an advisor to presidents Carter, Regan and Clinton. He’s been involved in negotiations from the Iranian hostage crisis to the NFL football strike. When it comes to negotiation skills there is no better.

Herb and I hit it off very well. He has lived in New York and New Jersey for a good part of his life and after listening to his New York accent it was like being home during my southern visit.

After dinner Herb and I sat down and created a Podcast (I always have my recording equipment with me for just such an occasion) and that’s when the magic came out. Herb is a master story teller and truly enjoys teaching others how to develop negotiation skills.

Herb is going to be appearing live in New Jersey at a Move Ahead 1 event on Thursday September 18^th 2008. I highly recommend that you get tickets to this event. Seeing Herb Cohen speak is a true treat not to mention the impact it could have on your business and life.

Take a listen to the podcast I’m sure you’ll enjoy it as much as I did.

My favorite fast food franchise maybe making a, “Whopper” of a marketing mistake and I can’t figure out why they’re doing it.

Burger King had a marketing hit on its hands when in 2004 they reintroduced, “The King” as an incredibly spooky plastic faced character. The launch could not have been timed better. The new mono expressive King character is as popular as he is creepy and in 2004 the marketing world was well on its way to being entrenched in web 2.0 media sharing sites like the popular video site, You Tube.

People all over the world began making hysterical videos playing upon the creepy and the cool nature of the King character from having him appear at sleeping children’s bedsides to applying tanning oil to scantily clad women on the beach. King videos and doctored images were popping up everywhere and Burger King Restaurants were reaping the rewards of this viral marketing.

The new king was proving to be the best marketing decision BK had ever made. They finally had a mascot that could compete and even beat that friggin clown at,” arch” rival McDonalds.

None of the pervious BK mascots have had anywhere near the acceptance or charisma of the new King. In actuality they were all pretty forgettable. In the early 70’s, when I was a kid, the King was a cartoon character that really had no pizzazz. In the late 70’s the King became a real man. He was magical and performed tricks at Burger Kings all over the country. This new live king was a marketing flop. Grown men with onion ring breath and scraggly red beards just didn’t appeal to little kids – go figure.

Burger King was not the only fast food chain to struggle with creepy marketing mascots. McDonalds introduced their first mascot in 1963. Former Bozo the Clown actor and now famous weatherman Willard Scott portrayed the very first Mickey D’s clown. As a weatherman Scott is lovable and kind, especially to century year old women around the country who get a shout-out on their birthdays from the jolly weatherman but as a fast food clown though he hit the disturbing scale on a level that would only be topped by John Wayne Gacy.

We’ll now that BK seems to have a winning mascot on their hands they may be fazing him out to be replaced with the 70’s cartoon King. To make matters worse they seem to be using both Kings at the same time.

On a recent visit to a Burger King in Connecticut I noticed that the old King was appearing on Kids Meal bags while at the same time the current King was on signage around the restaurant. What is the point of this? From a marketing perspective it seems counter-productive. You’ve got a King that is a viral marketing phenom. Hordes of people are marketing for you – why screw with that, especially to return to such an insignificant character?

I wonder if all this viral marketing is gong un-noticed by the franchise or is it just another case of an ad agency not understanding the power and potential of the new Internet culture. Well Burger King, if you want to throw away a good thing – have it your way.

Recently I took on a very unique client. Former Super Bowl winning NY Giant’s offensive lineman #60, Brad Benson. On a personal level this was big for me as I’m a huge NY Giants fan (still on a high from the big win this year) and remember watching Brad Benson in Super Bowl XXI.

On the marketing side I am just as big a fan. It’s no secret that I’m not a big fan of the way car dealers handle marketing (if you can call what they do marketing). Their websites are among the worst I’ve ever seen, filled with useless information wrapped in a flashy hard to use design. Their commercials are even worse. Whether radio or television they all use the same lines, “we’ll beat any price”, “drag it in, pull it in and we’ll give you top dollar!”. These terrible, non-believable marketing messages are always followed up by a disclaimer that is played at such high speeds that you can’t understand it. My opinion on what is said in these disclaimers is, “everything said before this disclaimer does not pertain to anyone listening to this disclaimer”.

Brad Benson radio commercials have developed a cult following of sorts. Brad’s commercials have no fast talking disclaimers or beat any price promises, instead, he uses his larger than life personality to make you either love him or hate him. He stirs up controversy by taking on topics such as celebrity gossip, pop culture and politics and from time to time recruits football legend and former team-mate Lawrence Taylor to get in on the action and discuss, “sacking a customer or two”.

Love him or hate him Brad Benson has turned car dealership marketing on its ear. He has gotten people to talk about him and this has made his marketing the stuff of legend. He steps outside the box and then sets the box aflame and this has made him the top Hyundai car dealer in NJ and the 5^th largest Hyundai dealer in the nation.

Stepping outside of your industries norms when it comes to marketing is something I implore all of my clients to do and is often the subject of my writing. If you want your marketing to stand out from your competitors  take a cue from Brad Benson and you’ll sack the competition every time!

When I say, “marketing strategy” you may not instantly think of, “customer service” but you should.

When it comes to customer service, as a marketing professional it is painfully obvious to me that customer service in this country has taken a drastic downturn in the last five years or so. 

Making a customer happy, whether an existing client or a new prospect is tantamount in the battle for customer loyalty yet customer service is seldom discussed in the marketing phase of creating a customer acquisition strategy.

TGI Fridays has taken big (but simple) step to improve customer service for their patrons. Along the lines of the call button on hospital bed or an airplane, Friday’s in Toms River, New Jersey has adopted the, “ESP System” to provide better service to their diners.

The ESP system consists of a wireless table top button that when pressed sends a signal to the tables assigned waiter / waitress. The server wears a wrist watch that vibrates and displays a smiley face and table number when the button on the receiver is pressed.

I was a featured conference speaker for the New Jersey Restaurant Association in 2007 at their annual conference and will be speaking there again on March 31^st at their 2008 conference. When I spoke there in 07 I was able to sit with some of the restaurant owners and discuss the customer acquisition issues facing today’s restaurants as well as the marketing challenges they are experiencing in a competitive connected world.

I learned that the number one reason diners do not return to a restaurant is poor or slow service and the number one reason a diner frequents a restaurant for the first time is a result of word of mouth marketing from other satisfied customers.

I don’t know how much the ESP System costs but I can’t imagine it is an investment that would take much thought. First off this device solves two major issues facing a restaurant, it increases the level of service offered to a patron (this in and of itself is worth the price of admission). Second, while the device is new it gives diners something to talk about to other people once they leave the restaurant (look at me, I just saw the thing an hour ago and I’m already writing about it!).

In our busy and noisy world creating word of mouth marketing is difficult to say the least. Anything that can help spread the word and attract new people to your business deserves serious consideration and if it can help make a diners experience better that’s a slam dunk!

I have a few clients that run high end restaurants and I already know what their objection would be to the ESP System. They would say, “Our diners are affluent, they don’t want to see a device like that on the table in our restaurant, it cheapens the experience”. Personally, I would want a five star restaurant utilizing everything in their power to make my service the best it can be (and I already expect it to be better than a TGI Fridays), especially if I’m paying five star prices for a meal.

If you’re worried about the look of the device on the table, dress it up, wrap in jewels or put it in a crystal dish but be rest assured, as a diner, I’d appreciate the effort to make my service the best it could be. If anyone from ESP Systems is reading this you may want to create a high end unit for the upscale places so you can avoid the objections all together.

There is a Chili’s, Olive Garden, Applebee’s, Red Lobster, Longhorn, Outback and countless other dining choices within a three mile radius of my house. Guess which one I’ll be visiting next time my stomachs growling?

Because of the overwhelming feedback I received from my last post about my cruise story I have created a great follow-up. 

In my last post I told the story of how a cruise ship bartender used memory skills to remember names of bar patrons and how this was a great technique to use to create deeper customer relationship connection. If you’re in sales, marketing or any position that requires customer interaction, memory skills may just be the best skill to have to gain a competitive edge and build that sought after customer loyalty. 

On my moments in marketing Podcast show I just interviewed Ron White. Ron is the foremost expert on sales and memory training. Ron created the internationally acclaimed Memory in a Month system that I personally use. Ron is also appearing live in New Jersey at a Move Ahead 1 Success Expo on February 27^th. 

Click here to listen as Ron and I discuss his techniques and how they influence sales and customer retention.   

I remember a time when people used to take pride in giving good service, making a customer feel important and building a good relationship. Sadly these traits seem to be going by the wayside as customer service in this country sinks to all time lows.

As sales people and marketing professionals we have all forgotten the little things that make the big difference. Time constraints and extreme competition have sent most sales and marketing professionals into fire drill mode. We are all so busy and rushed that we haven’t taken the time to hone the core skills needed to make better connections with our customers.

Our consumers are deluged with non-personal interaction such as the drive thru, walk up, self checkout, online checkout, live chat, interactive phone menu and on demand video tours.  Today’s consumer seldom has to interact with a live person and when they do, the experience leaves them less than impressed.

Even the deli counter in my local supermarket has become automated with touch screen order placement. I never even see the person slicing my bologna (not a euphemism), when my number is called over the PA system I just go and pick up my meat (also not a euphemism). I then proceed to a self checkout line and out the door I go without ever interacting with one single live person. Sure, this is a great convenience and a savings to the store but at what cost?

By losing the personal connection with customers we are losing valuable loyalty. I no longer have the personal interaction with anyone in the store. No one knows my name and I don’t know there’s so how are they any different than any other market in the area? The people are the difference. Their experiences, stories and personalities are the glue that builds customer loyalty. Without the personal connection there is no bond.

I recently went on a Caribbean cruise. On a cruise you spend a good deal of time on the ship. These ships are like floating cities, 138 thousand ton, 15 story cities complete with 4 themed restaurants, 6 bars / lounges, a movie theater, rock climbing wall, 4 pools, casino and ice skating rink.

Out of all of the impressive things a cruise ship of this magnitude has to offer there was one thing that impressed me the most – the crew. Every crew member whether a waiter, bartender or stateroom attendant strived to make a personal connection with me. They were always pleasant, smiling and made me feel like each day was greater than the next. Customer service was top priority and it showed.

One crew member stood out far above the rest (at least to me). His name was Donny. He was the bartender at one of the many lounges on the ship. I watched Donny masterfully make a connection with every customer. He immediately made it a point to remember the names of every person (over 3000 people on this particular cruise) that ordered a drink from him. Not only that but he remembered the drink they ordered as well.

Donny made me feel like Norm from Cheers as I strolled by and he yelled my name and by doing so he made a deep connection with me. Whenever I wanted to have a drink, no matter where I was on the ship I went to see Donny because he knew me. I never visited any of the other 6 lounges on the ship because Donny and me were buds! And guess what, everyone else must have felt the same way because Donny’s bar was the busiest on the ship.

Donny mastered name memorization techniques to better connect with his customers, which in turn led to more sales and larger tips. The time it took him to master this technique more than paid for itself.

I have personally taken a memory skills training program created by a friend of mine named Ron White. Ron is a great guy from Texas who is a Guinness world record holder for memory. Ron’s program allows me to memorize names in meetings, at networking events and my speaking engagements.

By using his techniques I have made solid connections with people. When you know someone’s name they connect with you. This simple skill is one worth learning if you are in any form of sales and marketing. We need to remember that the only thing that makes our products and services great – is us. Our unique personalities allow us to connect with customers on a deeper level than will ever be available through an automated system.

Buying is an emotional process, it’s a personal thing. Selling and marketing requires a personal touch in order to succeed. Don’t forget to hone the skills that have stood the test of time.

Ron White will be speaking at a Move Ahead 1 Success Expo in Piscataway, NJ on February 27^th. I have seen this presentation 3 times and each time I have left with a great new memory skill. I highly recommend seeing Ron; the skills you will leave his seminar with are truly invaluable.

Yes I meant “revolutions” it’s not a typo.

A revolution can be defined in many ways but it can only mean one of two things. An overthrow of an established system / procedure or, course back to a starting point.

Only one type of revolution can help you make the upcoming year one to remember, at least from a marketing perspective.

Many companies get caught in a trap when it comes to marketing. They keep doing the same things over and over again. Round and round our marketing goes when it makes money we never know. The world changes too fast for anyone to think that doing the same old thing will produce new results. When it comes to marketing, that type of, “revolution” is the one to avoid.

Our customers are changing; in fact, you might even say they are creating a revolution of their own. There is no denying that the Internet has changed the face of business and marketing forever. One of the biggest changes brought about by the Internet is in customer behavior. We live in an on-demand society, a clickable culture where everything a customer wants is only a mouse click away.

Our customers have more choices and they can have whatever they want any way they want it whenever they want it. This limitless choice has created a very competitive environment for every type of business on the planet. You either work within the clickable culture or lose business to armies of competitors who are very anxious and willing to take your best customers.

In order to grow in the competitive Internet marketing landscape you are going to have to start your own revolution this coming year. Here are my 3 Internet marketing tips that will help you create a marketing revolution for your company.

Tip # 1 - Think like a customer

Sounds simple but in actuality it is very difficult. You must separate yourself from your products, services and solutions. Throw away what you know and put yourself in your customers place. When people search for products and services on the Internet try and remember that they do not search for the solution, they search for the problem. If they knew what the solution was they would not need you.

Does the content on your website speak to the problem or jump right into the solutions with industry jargon and other language a client may not connect with? Simplify things and get to the heart of the matter. What are the client’s needs, wants and overall issues that brought them to your site in the first place?  Review all the content on your website and make sure it speaks to the customers needs. Shake things up and start to change your writing style and messages to be customer centric or bottom up as opposed to top down.

Tip # 2 – Step out of your comfort zone

In today’s competitive marketplace a website alone just won’t cut it. We have to expand our reach and use more diverse methods to connect with connected customers. We’ve all heard of Blog’s and Podcasts, YouTube videos and MySpace pages but did you know that a lot of these communication tools are great ways to connect with customers? It’s true, corporate Blogging alone is one of the fastest growing marketing vehicles on the web.

Start using some of these tools. Look into creating a Blog, see what others are doing on YouTube and Facebook. Familiarize yourself with some of the new media tools and figure out how you can use them in your marketing. If you don’t step out of your comfort zone, your competition is going to step all over you.

Tip # 3 – Seek out opportunity

The best information to help your business grow will come form outside your industry. Stop looking at your competition when deciding what type of marketing to do or what should be on your website. The dumbest thing you can do is to do something just because a competitor is doing it.

When I sit with clients to help them create Internet marketing strategies they always give me the list of things their competitors are doing as if to say, “They are doing this so we should too”.

How do you know if what your competition is doing is actually working? Will they tell you? Probably not. You will end up spending time and money to create something that was doomed before you ever got started.

What you really need to do is figure out what your competitions not doing and then do those things. If your competitor has written testimonials on their website, you create video testimonials. Is your competition Blogging? No, then start a Blog. Are they Podcasting? No, do that.

Look beyond your industry for ideas. Seek out what has been successful for other industries that service your customers. If everyone is doing something and you do it to all you do is level the playing field. If you find something no one else is doing, you’ve found an opportunity.

Those are my tips that should help you break the oppressions of old tired marketing and get started on your New Year’s Revolution! Remember, most revolutions are started with a desire for a change from the norm; it’s only when you take action that true change takes place.

I’m going to start this post by digressing but is it really digressing if I start out off topic? Since no topic has been discussed yet maybe it’s,
“pre-gressing”? Oh no, now I’m pre-gressing and digressing at the same time! This is why I don’t sleep. 

If you’ve never been to Chappaqua, NY, I can tell you that it’s worth a drive through at the very least. The area is best known for its high profile residents, Bill and Hilary Clinton but the homes, stores and overall persona of the town makes it worth a trip.

Anyway, I was in Chappaqua recently not to meet the Clintons but to meet with the host of the popular Podcast, “Secure IT Live”, Eric Green.  Eric wanted to interview me and discuss marketing issues. At first I was not sure of the fit since his Podcast is about “IT” issues and security related topics. Eric being the great marketer he is reminded me of something that I should not have had to be reminded of, “everybody sells”. He was right; everybody sells which in turn means that everyone markets.  The interview turned out to be great and I had a lot of fun doing it. 

Take a break from your daily minutia and listen in. 

This post written at the New Media Expo in Ontario California. 

I recently sat through a painful seminar where a conference speaker was addressing the topic of sales, more specifically how to promote yourself, your products and your services via the Internet.

The conference speaker opened with “The best words to use to get your emails read”. His top pick as the number one word was “free”. He went on to say that the using the word “free” will get people to pay attention to your email as it’s a word that attracts a reader.

Apparently this conference speaker does not get the volume of spam email that I receive. I’ve been offered free Viagra, money, closing costs, long distance, college degrees, travel and my all time fav – “consultation”. Do people really fall for “free consultation”. Does this really entice anyone? Let me get this straight, you’ll actually “talk” to me – for free? WOW!

The word “free” is not a persuader, quite the opposite; it will instantly put the reader in a defensive posture. It puts the ever famous question in our heads – “what’s the catch”. People are not stupid - annoying, bothersome and sometimes irrational, sure, but not stupid. We all realize that nothing is free and that “free” typically comes with a cost.

The word “free” is something you should avoid at all costs in any marketing message; at the very least it should not be your opener. Not to mention the fact that it’s a word email filters flag as potential spam.

The conference speaker went on with other equally valuable bits of wisdom like how it’s okay to lower your price to get a customer. The theory behind this “can’t lose” strategy is that once you make someone a customer it is easier to do business with them in the future, which is true, it’s easier to sell to someone you’ve sold to in the past. The issue is that you’ve set a precedent, now this customer will always want the lower price.

There is a bigger issue with lowering price - it devalues your service or product. Assuming your product or service is fairly priced, lowering price sends two messages to a consumer. First, you’ve built in extra profit so you can discount and second, they will not get the support they need because you are not making the money you need.

Prices of products and services are set based on more than the cost of goods. You as a professional in your field have value and you must factor that in. I don’t want to buy something from someone that does not have the experience to support my needs. I see tremendous value in the experience of the person I’m buying from, in fact I count on it to insure that I’m not only buying the right thing but using it to its fullest potential thus getting my moneys worth.

A product or service is only as good as the person behind it. Realize that your value to a consumer goes far beyond your offering. I once read a story about Pablo Picasso that really stuck with me. Picasso was sitting in a park in Paris sketching the surroundings. A woman walking her dog recognized him and asked, “Would you mind sketching my dog, I’d be happy to pay you”. Picasso took pencil to paper and 60 seconds later there it was, her dachshund was now an original Picasso. The woman was delighted and asked, “how much do I owe you?’  To which Picasso replied, “two hundred francs”. “TWO HUNDRED FRANCS!” the woman exclaimed, “but it only took you a minute!” Picasso calmly replied, “no my dear, it took my whole life.”

Don’t underestimate the value you bring to the table. Charge a fair and reasonable price and give your customers the advice and service they need and you’ll have customers for life as well as raving fans.

As far as this so called speaker goes, as a professional conference speaker I was deeply offended by his lack of knowledge (I got over it) but what did I expect – his talk was free.

International bestselling author and legend, Jack Canfield and author Larry Bailin discuss Jack’s book “The Success Principals”, Chicken Soup for the Soul” and his latest phenom “THE SECRET” as well as his upcoming September 26^th appearance in Edison NJ (tickets still available) as part of the Move Ahead 1 seminar series

This Podcast is part of the Moments in Marketing series and is worth a listen. Jack Canfield of Chicken Soup for the Soul fame and more recently “The Secret” will be appearing live in New Jersey later this month but I got a chance to have a discussion with him about one of my favorite business books “The Success Principals”.

Listen to Larry and Jack