Legendary rock band AC/DC just released, “Black Ice” their first new album in over eight years. Black Ice was released on October 8^th and rocketed to the top of the charts selling nearly 800,000 earning it the distinction of being the year’s best-selling rock debut.

Black Ice marks the band’s second stint at #1 (1981’s For Those About to Rock … We Salute You reached the peak several weeks after its initial release), and the first chart-topping debut of the band’s more than 30-year-career.

So why am I writing about AC/DC on my marketing blog?
One, I’m a head banger from back in the day and a huge AC/DC fan.
Two; it’s not every day that a marketing strategy can easily be classified as both insane and brilliant, this one has me torn. I may just have to put it in the things that make you go, “hmmmm” category.

The marketing strategy was to go low tech or as AC/DC’s website boldly states, “Low Definition™”

1.     In the U.S. this album was sold exclusively through Wal-Mart, Sam’s Club and the band’s official Web site. You cannot find the album for sale or download at Amazon or iTunes in fact I can’t find it for download at all. You have to buy the physical CD. In today’s iPod centric culture this would seem to be a very risky marketing plan.

2.     A viral video campaign was launched post album release, October 23^rd to be exact. The video which can be viewed on YouTube or downloaded is done completely in Microsoft Excel and being described as, “The world’s first music video in an Excel Spreadsheet. AC/DC smashes through the corporate firewall with real rock ‘n’ roll. Watch the video playing back as ASCII art in Microsoft Excel!”  - Excel? Really? Maybe I can order a cool AC/DC tape dispenser or desk caddie??

My first reaction to this marketing campaign was disbelief. AC/DC sold out! Selling exclusively in Wal-Mart!?! A video created in Excel designed to, “smash through the corporate firewall”? What’s next, a concert at Disney? Who are they trying to reach? Head bangers don’t hang out at Wal-Mart! We go to the local record store to get our…oh wait a minute…there are no more local record stores and head bangers are now in their 40’s with 2.3 kids, 9-5 jobs, safety rated vehicles and a house in the suburbs. Oh crap! We do hang out at Wal-Mart!

When you ponder the fact that AC/DC achieved critical mass in the 80’s you soon realize that the average fan has become just that, average. The days of dreaming of Tawny Kitaen writhing around on the hood of a jaguar in Whitesnake’s, “Here I go again” video are long gone. The rock anthems that played over and over in our minds, songs like Twisted Sister’s, “We’re not gonna take it” and Ozzy’s, “Crazy Train” have been replaced with the Sponge Bob Square Pants theme.

Guess what else? It turns out we use Excel too. Not only do we use it, most of us like it. Think about all the cool things we do with Excel like calculations, equations and rockin’ macros! No one rocks a spreadsheet like we do, always trying to get our forecasts, “back in black”.

AC/DC didn’t leave the current generation of rockers out either. AC/DC will be the first band to get to get its very own version of MTV’s video game phenomenon, “Rock Band,” which is due out November 2nd for the PS2, PS3, Xbox and Wii and will be sold exclusively (where else) at Wal-Mart /Sam’s Club.

It doesn’t hurt album sales (are they still called albums?) that just about anything from the 80’s is popular again, you know, “what’s old is new”. AC/DC is cool (do they still say cool?) again for a whole new generation to rock out to. Maybe buying a CD brings back fond memories for the current generation the way buying an 8-track would to mine.

Okay, so maybe AC/DC is on to something with their Wal-Mart sellin’ spread sheetin’ ways. I guess I should be happy, one of my favorite bands didn’t sell out, they sold in, sold in to my surroundings making it easier for me to find and enjoy a great band with a great brand at an everyday low, low rock ‘n’ rollback price!

The only question I have now is how AC/DC will market to me in the next chapter of my life? Maybe my pacemaker will have download capabilities and be able to beat my heart to dirty deeds done dirt cheap?

Larry is the best selling author of the marketing book, “Mommy, Where Do Customers Come From?” and is a renowned professional keynote and conference speaker, speaking 30 times per year to organizations across the country.

I recently had the opportunity sit down with him and talk about the Internet Marketing landscape.
Here is the transcript of part two of a two part interview:
(If you missed part one click here)

Steve: One question I get from people thinking about starting an online business is “do I need an Internet marketing plan”? What is your philosophy on this type of thing?

Larry: That’s an easy one. 100% yes. A plan is crucial. You would not build a bird-house without a plan why would you not take the time to create one for your business? The Internet is now and will continue to play a critical role in every company’s ability to attract qualified customers. There are few companies out there that are not adding Internet marketing to their overall marketing strategy. You leave it out and you get left behind. We live in a clickable culture and to ignore that fact would be foolish.

Steve: As a follow up question, what are the typical types of Internet marketing services involved in an Internet marketing plan?

Larry: That would vary depending on the type of business and where potential customers can be found for your offerings. Some people would have you believe if it exists than you need to do it. I could not disagree more. I only want to be where my customers are. If my potential customers are on Facebook I’ll be there. If I cannot identify that there is opportunity for me on MySpace than I will move on.

You need to investigate everything and only take on the solutions that have the opportunity for return. Take note, I said opportunity for return not guaranteed return. If you’re looking for guarantees buy a car.

The one constant that every marketing plan should have is a focus on the website. A company’s website is the center of their marketing universe. Everything points to your website, social networking, blogs. Brochures, whitepapers, email everything. Even handing someone a business card leads to them saying, “I’ll go check out your website”.

Just having a website is not enough. You need to be 100% convinced that it will attract, connect with and convert potential customers. We have taken good websites and made them great by insuring that nothing is left up to chance. Every element, line of text, hyperlink and image exists for one reason, to persuade a potential customer.

If your marketing plan does not contain a hard focus on creating a customer centric website you are short changing every other marketing solution you put forth.

Steve: Since you are both product and service-focused clients, are they different in any way? What are some distinctions in how you focus their Internet marketing strategies?

Larry: Primarily product and service companies are different only in their sales processes and by that I mean the last part of a sale. Product sales are more transaction oriented. Services are more relationship oriented and utilize a consultative selling model.

Contrary to popular belief there is little difference between the two when it comes to Internet marketing. The reason for this is that the customer is the same. Buying behavior is very similar from product to service. I rarely change my buying habits based on what I’m buying. I still need to know I’m making the right choice which means you have to inspire confidence in your potential clients. We have to instill trust, professionalism and expertise. All three of these qualities are vital for both products and services.

Both types of sales end with a success transaction. The product sales ends much sooner as the success transaction is the purchase / ordering of said product. Service transaction success online is a different success transaction, typically a contact choice. At the point of contact the sales process for a service continues off-line.

Steve: To close our interview I would like to get a “Top 5” from you. Since we are facing some tough economic times ahead for possibly the next 12-18 months, what are the Top 5 things you would recommend to companies to leverage their Internet marketing strategy?

Larry: I recently spoke at an Affiliate Summit event in NYC. After the event I followed the chatter about my presentation online via blog’s, twitter, forums and across multiple social networks. My favorite quote was, “Larry Bailin is a brilliant non-traditional e-marketer”. That being said I’m going to apologize in advance because my top 5 are not the average picks I see others pushing such as, video, twitter, Facebook and alike.

1. Strive to put the marketing back into Internet marketing. I’ve watched e-business evolve into business and now I watch as Internet marketing evolves into marketing. Internet marketing is not a technology solution. The technology has become ubiquitous. True results will come from the connection your solutions make with potential customer. Making a connection is a core fundamental in order for any marketing to succeed.

2. When hiring any Internet marketing company you must be sure they do not build anything for you. You are not hiring them to build things to make you happy; you need them to make your customers happy. My company strives to look though our customers. Everything we build or develop is designed for our customers’ customers.

When an Internet marketing company can build solution that makes your customers happy, trust me, you’ll be happy.

3. Measure, modify, test, measure and repeat. Just because your solutions are producing does not mean they cannot be better, in fact I guarantee they can be better. There is no such thing as perfect. Even our country’s constitution alludes to a grammatical fallacy, “a more perfect union”. There is no such thing as, “more perfect” but the concept is sound, never settle for perfect.

Always measure, modify, test and measure again. Push your solutions to the limit. Now more than ever you need to insure you’re getting the most from your budget, nothing is ever perfect.

4. Step outside of your comfort zone. I did a podcast with eight (8) time Mr. Olympia winner Ronnie Coleman a couple of years ago. Ronnie is considered one of the best in the sport. He has won eight (8) consecutive Mr. Olympia titles in a row and is tied with Lee Haney for the most wins ever. No one has ever won nine (9) titles (consecutive or otherwise). When Ronnie went for his world record ninth win he lost to Jay Cutler.

When interviewed in my studio he was asked if he was going to retire. He answered, “no way! I’m going back to win number nine”. When asked if it was possible to be bigger and better than he currently was, without missing a beat he stated, “absolutely! I just can’t keep doing the same things that got me here and expect to grow. I have to add more weight to the bar”. As marketers we have to develop what I now affectionately call, “Marketing Muscle” and like Ronnie Coleman, add more weight to the bar.

5. Make time before all you have is time. More often than I care to hear I’m told by my customers that they do not have the time needed to do everything I recommend. My answer is always the same, “You need to make time before all you have is time. If your competitors find the time they will take your customers and then you will have more time”.

To read he original interview click here

Two of my favorite restaurant chains have fallen victim to the economy and possibly disconnected marketing. Bennigan’s and Steak & Ale have filed for Chapter 7 bankruptcy protection and stores owned by its parent company will shut their doors.

The news appeared to be a shock to most of the company’s employees, but some may have had an inkling that the company was not doing well. Steve, a Bennigan’s waiter in Plano Texas, said he recently went from making $30 on a good lunch shift to only $10. “Business has been slow,” said Steve, who said he relies on tips. “I went from making a lot of money on a shift to making very little.

I’ve shared many a laugh and a meal within the walls of these two restaurants and I’m sad to see them go. I fear this is just the beginning for the restaurant industry unless a major marketing mind shift takes place.

At first glance the closing of these two casual dining mainstays seems to be indicative of the economy. Sure the economy has something to do with it but I’m not 100% convinced all the blame lies on the economic downturn.

I have been a keynote speaker for the New Jersey Restaurant Association numerous times and my Internet marketing company has prominent restaurant clients such as Charlie Browns Steak House, The Palm Restaurant, Glen Rock Inn and New Brunswick, New Jersey’s historic Frog and The Peach, I’ve been privy to conversations about the economic outlook and its effect on the restaurant industry, casual dining specifically.

Yes people are not dining out as much and when they are they are either going somewhere quick and cheap or making it special by going somewhere a bit more high end and memorable. Diners have literally cut out the middle man! Casual dining has taken a huge hit while their gourmet and fast food counterparts also feeling the effects of a slow economy are able to survive and even thrive.

Take my Internet marketing client The Frog and The Peach for example. It is one of the best restaurants in NJ and saw the economic writing on the wall. Its management began to shift marketing efforts from offline marketing to online marketing in order to target diners looking for, “something special” on which spend their hard earned money .

In a few not- so- easy steps (nothing good ever comes easy) they were able to take advantage of an opportunity that came from the economic fallout.

Step One
Create a new and improved professional website development strategy that let diners looking for that special experience know that the Frog and The Peach atmosphere, customer service and cuisine is exactly what they are looking for. A place where they can satisfy their appetite and their need to feel their money was well spent.

Step Two
Use search engine optimization strategies to target core search phrases hungry diners are searching for when they want the best. Type (without quotes) “Best Restaurants in NJ” into Google and you’ll see The Frog and The Peach on page one.

Step Three
Keep a strict diet of regular fresh content, delicious events and scrumptious news to entice previous diners and keep the site intriguing to search engines that are driving valuable dining masses.

These steps illustrate how a high end restaurant is working harder and smarter to stay ahead of economic failure. But what about the struggling middle market, the casual dining restaurant? After all, they are the ones that are hurting and in need of an Internet marketing strategy.

Charlie Browns’ sister establishment, The Office is hoping to attract new and existing clients by leveraging the informal social atmosphere of their brew pub while at the same time touting their affordable but delectable menu to patrons at their exact time of need. Here are the steps they have planed to incorporate in order to avoid the effects of the economic slump .

Step One
Create a professional website development strategy that allows diners to take advantage of the social interaction the Internet is becoming known for. Patrons will be able to upload pictures of their friends enjoying a drink at the brew pub right from their cell phones. Allowing friends to comment on these images on the restaurant’s website when they get home will help to create a much needed viral component for the restaurant.

Step Two
A mobile version of the restaurant’s website will allow a potential customer to use their mobile phone not only to search for an area restaurant, but peruse restaurant specials and events. This is a great feature for those leaving a movie looking for a local hot spot to grab a bite with friends.

Yes the economy is terrible and there seems to be no end in sight but the companies that have succeeded in tough times historically were the ones that sought out opportunity while their competitors whined about how tough things were.

The Frog and the Peach and The Office Restaurant are two restaurants that are hungry enough to make a change and prove that they have something to offer no matter what the economy throws at them.

Happy marketing and Bonappetit.

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.

I have to give credit to You Tube, they have really created something amazing! You Tube has created a community of loyal followers that would make Jimmy Swaggart jealous.     

I’ve been having meetings with former NY Giant and owner of the top selling Hyundai dealer in NJ, Brad Benson (being a HUGE Giants fan this is big for me) about his Internet marketing strategy.

Brad’s irreverent and memorable radio and television commercials have sort of a cult following here in New Jersey so when he used Jib Jab to create his latest gem I immediately put it up on You Tube just to see what type of effect it would have.
I understand Internet marketing and the powerful effect that a well constructed viral marketing campaign can have. My company (Single Throw) produced an extremely effective viral campaign with eight time Mr. Olympia Ronnie Coleman. Ronnie’s video gains popularity daily and has not slowed down since we launched it.

Back to Brad. I posted Brad’s video on You Tube at 8:45 on a Friday morning. By 8:50 someone had already commented on it, two people rated it, one put it in their favorites and over 50 people had viewed it! IN FIVE MINUTES!

You Tube – You Rock!