Below is a recent article by the Wall Street Journal entitled “Author to Bypass Publisher for Fans.” This is a must read article. Traditional marketing has never seen so much change the last 1-2 years thanks to the online and social networking communities such as Facebook, Twitter, and many others. Social networking sites have made inbound marketing popular! Now “fans” and “customers” get to decide what they like . A consumer can follow who they want, when they want and even comment and share info in seconds. Seth Godin has a cult following. His fans tell him what they want, and he realized it is time to take action. Read the full article of Author to Bypass Publisher for Fans and consider how your business can do something similar.
Riemann Painting, located in Cranbrook British Columbia recently did a major identity and brand change. Most of the work they have done over the 25+ years has been strictly word of mouth and building strong relationships with builders, facility engineers and homeowners. They did not really have a brand. When I talked to Kim Wasylowich, owner of Riemann Painting, late last fall, Kim said he was open for a change. He wanted to start from scratch. He wanted a completely new and different look, but he also wanted to make sure he was targeting a number of different groups of people: commercial, industrial and residential. He has painters that work on all three types of properties.
We talked to the Graphic Designer and asked him to get his creative juices flowing. We wanted to create something that really popped. The idea was to have lots of color and yet be so different, people would remember the look. We would then follow up with a creative tagline that promoted the message that is simply this: Riemann paints. Anything and Everything. Period.
We came up with a number of different ideas from simple to eye catching. We ended up deciding on a Chameleon lizard. A Chameleon adapts and changes color when it is either frightened or to help camouflage itself in different surroundings. It can have lots of brilliant colors or it can be a solid color, depending on the environment. So we thought the Chameleon image/brand would portray what Riemann does very well. We also thought it would be memorable. Most folks, when they see a bright lizard for a painting company will do a double look. Also the final tagline that stuck was, “Painting in Any Environment.”
The best part about this brand project was Kim and his staff love it. This is the first step in their branding: the creating of the brand. Now we are in the process of promoting the brand to Riemann’s target audience. The new website is also live, but is more targeted to the residential audience. Riemann will be adding commercial and industrial sections in the coming weeks.
If you have never heard of Red Robin Gourmet Burgers, you don’t know what you are missing. When you are done reading this blog entry, make sure you put it on your to-do list to research the nearest restaurant and take the family out.
Red Robin has a unique Brand. They has done something that many companies have not! They wrote down their core values and made it their brand identity. They’ve made their core values the life blood of their organization. In fact, you when you visit a Red Robin restaurant, the core values are embroidered on the sleeves of each employee’s uniform. The core values are: Honor, Integrity, Continually Seeking Knowledge and Having Fun. Most companies have a mission statement and many even have core values. But, do they practice these values and let each customer experience the difference? Red Robin does. Two specific ways Red Robin makes their brand engrained in the minds of their customers is by having very friendly staff members (Having Fun) and something they call Unbridled Act® (Integrity/Honor). The Unbridled Act® is a program they’ve developed where they practice random acts of kindness to their customers and the community. Everyone working at Red Robin knows and understand the company core values and practices them on and off hours!
When I first heard about the unique brand and core values of Red Robin, I decided to take some friends out and experience Red Robin for myself. I visited one of the San Diego locations. After the meal was over and I was looking over my final bill, I noticed the server accidentally charged me for an extra beverage. I did not want to make a big deal but thought I should let him know. The next thing I know, a manager came to my table, apologized for the mistake and gave me two free meals the next time I came to Red Robin. I was blown away! I came back with my wife a few months later and used the “free meal” coupons. That too was an amazing experience. It is a little uncomfortable for me to eat out for free, but Red Robin did not make me feel this way. They basically said, “Order anything you’d like…anything…even dessert. It is on us!” I’ve never forgotten my experience.
One final thing, not just anyone can work at Red Robin. They run a tight ship. They are looking for fun people! Their hiring experience is one of the best I’ve ever heard of. Instead of me telling you about it here, ask one of the servers what it was like to go through the hiring process.
The brand of Red Robin is very noticeable to customers whether or not they’ve seen the core values on the uniforms. When people think of Red Robin, I’m sure they all have the same conclusions, “Good Food. Amazing Service. Unlimited Refills on Fries & Most Drinks (bottomless). Just a Fun Place to Eat Out!
I get asked by contractors almost weekly if there truly is value in Social Networking, especially Linkedin. A short answer is, “Yes! Depending on how one uses Social Networking.” I’ve seen a lot of contractors that use it as a way to promote their services instead of creating good value and content. Social Networking sites should be used to connect with like minded people or businesses. It is also used to get to know potential clients, in a non “sales” approach: just down to earth. Linkedin is a very powerful networking tool, and most of the features are free.
If your marketing budgets are struggling right now, you have to network and prospect more. Linkedin Groups is a great way to build your connects and credibility. Make sure you watch this Linkedin Groups video and begin following some of their advice.
Steps to Success Using Linkedin Groups
Research some local and nationwide groups that best fit your industry and target audience. For example, a remodeling contractor in Chicago may want to join a community/local historical society group. A landscaper may want to join a garden club group. Get the idea?
Turn on email alerts. You can get email alerts “as they happen” daily or weekly reports.
Begin scanning through and reading some of the discussions in these groups
Start commenting, asking questions and sharing your knowledge without trying to sell your product or service. This will allow people to get to know you and your company without you having to push why you are an expert in your industry.
Once you are part of a group and participating, start to connect with the members. You don’t need an invitation. Add them to your network!
Finally, start your own discussions and even your own group!
If you use Linkedin Groups properly, you will see your connections group and will likely get a few leads/prospects when the time is right. Let them come to you, not you hunting them down.
Now I get to tell you in this short blog some of the insights of the Amazon.com Brand! Below are some of the things I’ve heard, and you are all right on!
When People Think of Amazon.com These Are The Things That Come To Mind:
Free Shipping
Amazon is the biggest rainforest in the world: therefore, Amazon.com wants to (or is) the biggest online shopping company
They have everything from A to Z (notice the swoosh starting at “A” and pointing to “Z”
The “.com” means it is online
The swoosh represents a “Smile” | Customers experience dealing with Amazon.com
Amazon.com is easy to use, easy to navigate and is just an all around good shopping experience
What do people think when they see or hear your brand name? What makes you different?
Amazon.com has done an incredible job with their brand since its inception back in 1994. When you look at the Amazon.com logo (a part of their overall brand) and think about their company, what comes to mind? A hint, you should be able to think of at least three things!
Just wanted to point out a great website if you live in La Jolla, California or plan to visit there anytime soon. A customer of my dad’s painting company, Kate Dillon, started a blog/site called “La Jolla Mom.” The website is easy to navigate, bright and cheery, inviting and full of very helpful information for both locals and vacationers. La Jolla Mom can also be found on twitter and has an impressive following base. Make sure you bookmark her site but take the time to read over the existing content. This is a good lesson of building a website that is not about selling a product but in connecting, sharing and creating remarkable/useful content. People don’t like to be sold, so don’t do it on your website or blog. Instead, connect, network, invite, post, comment: interact! That is the power of Social Networking.
The Blackberry Smartphones have struggled a bit since Apple and Android created some pretty amazing touchscreen phones. Blackberry entered the touchscreen market 2 years ago when Verizon released the Blackberry Storm. The Storm has never really taken off like Verizon or other Blackberry users were hoping, which is why Verizon turned their attention to the Android “Droid.” Having had a Blackberry for a number of years in the past, I must say, the keyboard was awesome. I think RIM has the keyboard mastered. So, with the arrival of the new Blackberry Torch, RIM created a better touchscreen phone and a pulldown keyboard that Blackberry users are familiar with already. I think this might be a good call. They are not calling it an iPhone killer, which is also a good marketing strategy. Instead, they are catering to what their clients want: an easier to use browser and touchscreen with the ability to use the “old-fashion” keyboard. It will be released to the US. in about 2 weeks.
To learn more about the new phone, watch the WSJ report below. | or visit The Blackberry Torch Page.
I’ve only heard Terri Langhans speak just once, but she is dynamic! One of the best public speakers on marketing I’ve ever heard. Or better yet, one of the best speakers period! I’ve also read her little book “The Seven Marketing Mistakes Every Business Makes and How To Fix Them” which is a must read too!
Below is a sampling of one of her presentations. I heard a similar speech on the topic of Voicemail. To learn more about Terri Langhan, visit her marketing website.
If you are serious about online marketing and see the benefits of being on LinkedIn, Twitter, Facebook and YouTube, then you will like a new program called Nutshell. Why? Because you don’t have to login to all these accounts all day long. Nutshell compiles a list of all the activities that have taken place in your networks and gives you an attractive, easy to read, email with the updates. You can customize what you want and don’t want to see and request and email 1 to 3 times a day. It is like getting the morning Wall Street Journal but just for Social Networking. You scan the headlines and click on the things that are of most interest to you. In fact, you can even comment and post right from your email.
Riemann Painting, located in Cranbrook British Columbia recently did a major identity and brand change. Most of the work they have done over the 25+ years has been strictly word of mouth and building strong relationships with builders, facility engineers and homeowners. They did not really have a brand. When I talked to Kim Wasylowich, owner of Riemann Painting, late last fall, Kim said he was open for a change. He wanted to start from scratch. He wanted a completely new and different look, but he also wanted to make sure he was targeting a number of different groups of people: commercial, industrial and residential. He has painters that work on all three types of properties.
If you have never heard of 
I get asked by contractors almost weekly if there truly is value in Social Networking, especially Linkedin. A short answer is, “Yes! Depending on how one uses Social Networking.” I’ve seen a lot of contractors that use it as a way to promote their services instead of creating good value and content. Social Networking sites should be used to connect with like minded people or businesses. It is also used to get to know potential clients, in a non “sales” approach: just down to earth. Linkedin is a very powerful networking tool, and most of the features are free.
Now I get to tell you in this short blog some of the insights of the 
