Eco Optimism

Boosting Your Site Profile: The "Open Directory Project"

I've been writing this blog for a few months, but have done very little to promote it.  My theory was to get going for a while, build up a catalog of posts, then start reaching out for fame and fortune (well, at least boost my subscribers.)

So today, I started poking around for advice. And let's face it, before I get fancy, I need to do the basics like link to other bloggers, become a regular reader and on their sites, leave comments, etc.

Still,while reading an article on link baiting on Search Engine Journal, I came across the Open Directory Project, "the largest, most comprehensive human-edited directory of the Web."

The idea of the Directory is to add a human element to the order of the Internet.  No matter how good Google may be, it can never be as accurate as a peer reviewed recommendation. This is a HUGE undertaking run by thousands of volunteers.

But what's great about the ODP, aside from just browsing its vast catalog, is that getting listed in the directory is one simple step that can supercharge your visibility on the web. If you are accepted (there's an application process that takes about 5 minutes to submit), they will also list you on the other top directories, including AOL Search, Google, Netscape, Yahoo! and others.

I recommend visiting the ODP today, and get started.  Read and follow the rules closely. They will refuse you if you don't.  But give it a shot and help bring order to the wild web.

Consumer Beahavior: Fear or Permanent Change?

Looking around these days, and you can't help think that the deepening recession is in part due to fear. People are cutting back, as are companies, because they fear the worst.  In some respects, it's a self-fulfilling cycle.

But as I pointed out in the fall in my eBook Simplinomics, the forces at play here will reckon permanent behavioral changes in the American consumer. One is thrift, and its main byproduct, savings.

Last year, the national savings rate hit 1.7%; historically low, but much higher than recent years where collectively we lived well beyond our means. Increased savings is good for the long-term, but exacerbates economic hardships in the short term.  It's what "the experts" are calling the Paradox of Thrift.

Some say that the savings rate may peak at 6% next year. And I'm here to say, this change will be permanent.  American's will be a tougher sell moving forward.

So what's the answer?  Innovate products and features that drive against real problems.  

For instance, instead of cutting back, one of my clients, Sperry Top-Sider, is introducing a new line of shoes that should be the company's most aggressive launch in its 75-year history.  The key is that this line features a first-ever technology that reduces the harsh pounding, shock and vibration that leaves power boaters and anglers with leg and back pain, some pretty severe. (more on this after the press event in Miami in about a week.)

So instead of just getting new colors, changing marketing messages and all that fluff, Sperry is bringing REAL VALUE to its customers.  And I'm confident (I had better be) that the shoes will be a huge success because the give a real, specific reason for consumers to part with their hard earned bucks.

Staring Down the Numbers Without Blinking

No matter where you look these days, the numbers are daunting.  Unemployment is nearing double figures.  Fourth quarter was dismal, and first may be even worse.  Seems cost cutting is the only way to gain leverage in this worsening economy.

With this backdrop, I got a call yesterday from a client that wants to put all marketing on hold.  Seems a reasonable response... see a number, make it go away. But my fear is that by abandoning marketing in your greatest time of need is like jumping from a lifeboat into the water.

Consider that this company has very low awareness, and an even lower understanding of its brand ... which, by the way, shows huge loyalty once a consumer is exposed to the brand story.  What's more, a recent study conducted by this very company shows consumers are continuing to buy this category.

Under normal circumstances, one would put it together: low awareness in an active category + a brand story that aligns with the professed interest of its target consumer. This should be a lay up, really. And in a time when others are cutting back, the noise level is low.  With a little effort, WE COULD BE HEARD.

Folks, I understand the reality of dollars and "sense". But PLEASE consider that unplugging the electricity that keeps the lights on is not a great answer.  You can run on batteries for a bit, but eventually things go dark.

However, this isn't a blind plea for fluffy marketing. You MUST demand an ROI strategy for marketing efforts. This doesn't mean that you can forecast income based on investment. If marketing were a formula of "spend one dollar, make two", we wouldn't have this conversation. But you at least need to see how a program will deliver sales, leads, prospects or target engagement.  

Do this, and you'll see the numbers, all right.  Ones that you can take to the bank.

Happy New Year!

It's Sunday night, and, man, am I ready to get back to work.  I've been home since 12/18 taking care of two kids under 5 years, and a wife recovering from foot surgery.  Now, I'm an engaged dad and all, but this was something different.  It called for an entirely new approach: a dramatic simplification of the holidays.  I stripped away a lot of the fluff, and guess what: we didn't miss it.

And therein is both the danger and the challenge for 2009.  As consumers get used to doing the same or more with less, the sales landscape will be forever altered (or at least for a good long time.)  So what are a few things you can do this year to keep the cash register ringing?  Try these on for size:

1. Don't cut corners on quality:  The temptation in tough times is to use cheaper materials, offer less services and, sometimes, let quality slip.  Don't do it!  By all means, get rid of 1/3 of your skus that don't sing, and concentrate on offering real value.  I just pulled out a J. Crew sweater that I've worn about eight times, and the thing is all pilled.  I know it's not Versace, but it's not Marshall's either.  Guess what, I'm done with the sweater and done with them. Was the cheap fabrication worth it?  Hardly.

2. Up your customer service (especially for your best customers):  This should need little explanation.  When things are tough, you need to work harder.  If you don't, the next guy will. Remember this when you're brainstorming your next witty marketing campaign: make your customers money and they will think you're the smartest guys on the block.

3. Demand more from your sales force:  This one won't win me any friends, but it's true.  Many sales guys are order takers.  They show the line, get the paper, and if you're lucky, check in once or twice mid-season.  That's not good enough anymore.  Sales guys must truly know their customers' businesses, and find ways to help them grow.  Do that, and you'll reap the benefits, too. This means merchandising, EFFECTIVE use of co-op dollars, geographic-right promotions (that are on brand, too), and clinics for floor staff.  

We know that this won't be an easy year, but if we all work hard, smart and tougher, things will move in the right direction. So when consumers and customers alike begin to strip away the fluff, you won't be part of their simplification plan.

Simplinomics eBook Published; New Website Launched

My eBook "Simplinomics" is published today, and available for download immediately. The intention of this eBook is to help simplify the often confusing macro-economic, environmental and social forces swirling around business and marketing professionals today, and to provide immediate, actionable insights on the communications landscape that will help business and marketing planning for 2009 and beyond. 

I've been expanding on the concepts in this book, and plan to publish follow ups, eventually in a full-blown hardcopy.  For now, I'd love for you to take a look and give me your thoughts.

Also, today we launch the new agency website at www.cerconebrown.com. Finally, we have something that gives a good look into our work, philosophy, agency structure, etc.  Some of the highlights are our campaigns for Quiksilver, GMAC Insurance, Nalgene, Royal Robbins, Sperry Top-Sider and Cognos.  The CBC blog will also be a place to keep up on the news, including our new New York office and staff expansions.

It was created by Overdrive Interactive, the same folks that handle Harley Davidson, LoJack, John Hancock and many other great brands.  They are without a doubt the smartest interactive guys around, and they're a breeze to work with.  In fact, we use them for many of our social media and online campaigns.

As always, thanks for reading!

Fighting the CFO: New Rules for Marketing in a Recession

Much of this space is dedicated to the notion that, if managed correctly, the massive changes afoot today in business and society can actually become a boon for most companies.  It stands to reason then businesses must alter their approach to sales and marketing for 2009, and not look overly to the past as an indicator of how to successfully navigate the current downturn.

In past recessions, the Old Rules were simple:

1. Focus on your largest revenue segments and eliminate smaller ones

2. Rely on "long-proven" techniques such as traditional advertising and direct mail

3. Cut costs across the board in sales and marketing

However, this downturn has unique characteristics based on a very different sales and marketing landscape.  Consider that this is the first recession during the age of:

Consumers Value Brands' Commitment to Social Purpose Even In Recession, Global Study Finds

Up until October, it was pretty clear that companies needed to figure out a social responsibility platform to stay relevant with consumers.  We had begun coming out of the "greenwashing" phase, and (it seemed) most organizations were realizing that real actions, and real commitments, are not only the right things to do, they are cornerstones of smart business.

But what happens now with the recession in full swing and forecasts for 2009 looking tough? One may think that as financial pressures mount, consumers will be less concerned with social commitments. But at least one study issued last week shows just the opposite.

In fact, the Second Annual Edelman "goodpurpose study" shows that "83% of consumers are willing to change their own consumption habits to help make tomorrow’s world a better place".  What's more, three-quarters of those surveyed say "they like to buy brands that make donations to worthy causes".

Other highlights of the global study include:

1) Consumers are looking for more meaning in marketing

2) During a recession, consumers still value brands' commitment to social purpose

3) New insights in 2008 include people's expectations about social action at home and from government

4) Consumers are more involved than ever in social action

5) Social purpose bests brand design and innovation

Granted, a study of what people say they prefer can never actually predict behavior.  It may be that ideals remain unchanged, but purchase decision during tough times may be more price driven than people will freely admit (even to themselves).  

Either way, this study clearly shows that social responsibility, sincere communications, transparency and authenticity are characteristics that consumers will continue to demand.  The bottom line: causes must be front and center in your marketing programs in 2009.