Another Chance to Learn

Another Update... The original 50 tickets are gone. Currently (as of 4pm today) you can sign uo for the Wait List. In talking with Kevin Mullett, the host of the event, there will be an additional 20 or 25 tickets released soon.

So, click on the link, and sign up on the wait list.....

One week from today, I will be one of the panelist for the Social Media Breakfast Fort Wayne event: Managing Social Media Message Delivery & Interactions

I admit, it's not a flashy title.

But it is accurate.

Here are the details from the eventbrite registration page:

This months event:

This months Social Media Breakfast Fort Wayne event will consist of a panel of those charged with social media management and active social media professionals. They will be answering questions, discussing, and displaying methods for managing message delivery and interactions via social media channels.

Host Kevin Mullett, himself an online marketing practitioner, will ask the panel a series of questions geared specifically to have you leave with an enhanced understanding of how to use social media to engage their audience.

Come with pen, paper, laptop or other mobile notation and recording device to take note of how each of the four panel members will answer practical questions like:

• Setting up an editorial calendar
• When is it appropriate to preload or schedule content
• Why is being transparent or real important and how to do it while being efficient
• How to use alerts and notifications when a response or action is required
• Tips on maintaining quality, legal, and ethical methods for posting
• What tools might make social efforts easier and more efficient
• much, much more, including open follow up questions.

Our panel will consist of:

Heather Schoegler - @HSchoegler: Communications Director for health care non-profit. Her blog.

Lee Hershberger - @LeePings: Marketing Director for Harlan Cabinets

Scott Howard - @ScLoHo: Media and Marketing, multiple ScLoHo blog author

Randy Clark - @randyclarktko: Member of the TKO Graphix marketing team

The Plan:

• 7:30 a.m. Breakfast & Networking
• 8:00 a.m. Take your seat, pens & devices ready?
• 8:45 a.m. Open question time
• 9:00 a.m. You can't hide from work any longer.

There seems to be an explosion of events in our area that are offering to teach you how to use social media and people are signing up in droves.

Social Media has been around for a long time.

In Fort Wayne, Indiana, I was an early adopter.
2011 is the year social media is becoming main stream.

The opportunities are far and wide. I urge you to take the time and start learning, make the time to seek out events such as the one I'll be at on February 22nd.

Even though I am on the panel, I will be learning too and taking notes.

The past 3 or 4 years, I have both attended these events, and been the teacher, host, mentor, instructor, panelist, etc.

Registration is limited, the cost is free, and all the details are here: http://smbfw001.eventbrite.com/

Commercialization of Patriotism

First off, Happy Veterans Day.

My Dad served in the Navy, all my Uncles served in the military, I have friends and co-workers who have served and we owe them our gratitude daily.

I was listening to a news story on my way to the office about how today's school children are being taught the reason for Veterans Day. Somehow I have my doubts that they are being taught the true history.

Most of the schools have a two hour school delay due to fog.

The largest school system in my area, Fort Wayne Community Schools, are closed today.

My father instilled in me a respect for the military and those who served locally such as police and fire personal. We would attend the parades, stand up, remove our hats, and do the right thing.

Today, like many other holidays, merchants have commercialized the day, the week, the weekend with "Red, White & Blue Blowout Sales."

This is simply wrong.

You do this, and I will remember to avoid doing business with you.

"But my competitors are doing it, and they'll get all my customers unless I jump in the fray".

Is that the best marketing plan you can come up with?

Copycatting?

Here's a better and more honorable way to handle your marketing on days like today.

Don't offer a one day sale.

Don't offer a free meal.

Take away all the gimmicks and make a genuine offer.

For example, make it company policy to give free beverages to all service personal.

Everyday, every night, year round.

Come up with a way to thank our vets that they will appreciate, something that you can honor year-round to honor those that serve our country and our people.

If you want to kick it off on Veterans Day, that's fine. If you want to remind us of this offer on Memorial Day and the 4th of July you can do that too. But make it standard policy, not a sales gimmick.

Email Oops

It's Monday night, 8pm November 1st and I get home from a meeting and check my email.

There is an invitation from the local Volkswagen Dealer.

I don't own a VW, but I trust their service department for my 15 year old Mercedes, about 1 or 2 thousand $ a year.

There are several things that they could have done better.

First let's look at the email:

You are invited to Vorderman Volkswagen's 2011 Jetta Unveiling Gala! Saturday, Nov. 6th from 6-8pm. Must RSVP by Nov. 3 either online or in person. RSVP today!

Scott Howard, You are invited to our Jetta Unveiling Gala!

This email was sent by:Vorderman Volkswagen
5811 Cross Creek Blvd. Fort Wayne, IN,46818,USA

Now let's look at the TV commercial that VW has been airing the past few weeks...



Notice the big disconnect?

VW has been pushing the 2011 Jetta for only $15,995.

That is what I have been conditioned to seeing.

So why does the email talk about a 2.9% APR with no mention of the $15,995 price point?

I don't know, but this is a classic example of the left hand not knowing what the right hand is doing.

But let's dig a little deeper.

One email that I was not expecting is not going to get my attention if I was the typical consumer. (I almost just deleted this, but decided to turn this into a marketing lesson).

Since I was not expecting this email, they should have sent more than one email over a period of a couple of weeks, leading up to the event.

But they didn't.

This was the one and only email I was sent.

Let's examine what they want from me.

They are asking me to decide whether or not I want to visit their showroom to see a new car with a 2.9 APR.

And I have to RSVP in the next 36 hours, or never mind.

So far there is no reason for me to attend.

Look at the date and time for this "event".

Saturday night 6p--8pm.

This has to be one of the absolute worst times of the week to ask me to come out for Appetizers & Beverages.

I mean come on now. In the middle of my weekend, at a time when I'm planning on having dinner with my wife, you want me to visit you for this?!?

Okay, there has to be more to this than the email is telling me.

So I click on the RSVP in the email and go to their website and here's what I get:



That was the last straw. The RSVP Link was a link to their regular, standard website contact form.

Absolutely nothing related to the email, the "event", or the 2011 Jetta. Triple Fail.

So, I am planning on visiting the folks at my local VW Dealership and talk to them about this before their event Saturday, and then again next week.

We'll see if they are successful despite themselves or if they want some help and guidance.

I'm glad their service department works better than their marketing department.

Playing Favorites?

Or making excuses.

First, a true story. Followed by a Challenge.

In my real life, I spend my 40+ hours working for a group of radio stations in Fort Wayne, Indiana.

I've been here nearly 7 years, and have been in the radio business for over half my life. And I've worked outside of the radio and advertising business too for about 10 years.

Last week I had what I call a "come to Jesus" meeting with one of the advertising agency media buyers that handles one of the two major hospitals in our region.

For the past several weeks, I've been hearing radio ads for a "Don't Text & Drive" campaign on a number of radio stations, but none of mine. I was told in the meeting that with limited funds, they only bought the radio stations that had the highest ratings.

I pulled out the numbers which demonstrated our station was top dog for their target.

Then I got the truth.

She was prohibited from buying "certain stations due to the music they play".

These 3 stations represent over 219,500 listeners out of 792,000 people. Just over 25% of the population that they are not inviting to do business with them. These stations target the 18 to 35 year olds. The people starting families, establishing doctor relationships, etc.

I represent one of the stations. Fortunately I have 3 other stations to offer to this hospital and health care organization. And I will also go to their competitor and see if they are as limited in their vision and stereotypes.

Now, here's my Challenge to you:

What is holding you back from making smart, forward thinking marketing decisions?

What assumptions are you making that is crippling your growth?

You can't blame the economy. Even if we had 20% unemployment, that means 80% of the population is making money and spending money.

If you need help figuring all this out and want to plan for the future, and live/work in Fort Wayne, Indiana; contact me.

Scott @ ScLoHo.net is my email.

Mention this blog as I get a couple hundred emails a day and want to make sure I get yours.

Face To Face in Fort Wayne

I'm going to do a little self-promotion on this site.

The opportunities to share with others in the Fort Wayne, Indiana area, keeps coming more frequently these days.

Last month I spoke at nearby Huntington University. This week, I'll be attending a couple of evening events.

And next week, if you are in the area, I would like to welcome you to this event:

OurSpace, LLC, located at 825 S. Barr Street, will host

“Social Media Explained” on Wednesday, February 24, 2010 from 12 p.m. to 1 p.m.

The brown bag seminar, featuring Eric Hall (EH Design), Chad Pollitt (Digital Hill Media), Scott Howard (ScLoHo Marketing Soultions), Jean Bransemer and Jason Matthews (Matthews Painting), will assist small business owners, artists, technologists and others develop their online brand via Twitter, Facebook and LinkedIn.

There is no cost to attend and, door prizes will be given away! To RVSP send an e-mail to ourspacefortwayne@gmail.com.

Calculating The True Value of Your Customers

We want to spend money on things we want, not things we need.

Do you really want to pay a mortgage, car payment, doctor bill, income taxes, or anything that you "have to" pay?

Probably not.

So these types of businesses need to make it as painless as possible for their customers to take care of business and move on with their life. Maybe they can do something nice for their customers every once in awhile too.

Let's look at the "want" based businesses.

Nearly every Friday night, I take my wife out to one of her favorite restaurants. Usually just the two of us. And it is usually a place about a mile from our home that has a spectacular view overlooking a pond with plenty of wildlife. And it is right in the city.

I've had better food. I've had less expensive food. But this is a "want" in our lives.

We've introduced hundreds of people over the years to this favorite spot of ours. And many of them have come back time and time again.

I did some math on how much my wife and I spend at our Friday night spot per year and it adds up to around $2000 or more. We've been doing this for about 10 years. Before we met, my wife was coming here and bringing friends. I bet we have spent $25,000 or more so far at this one restaurant, just by visiting 4 times a month. And there is no end in sight.

We are not the only ones who make this restaurant apart of their regular routine. What if we are one of 100 couples, or one of 1000 couples with a similar routine? See how the dollars add up?

And not only do you need to count the dollars we spend when I sign for the check, there's also the new dollars that will be coming in as we are spreading the word about this restaurant and bringing in new customers to share this experience with us.

This is one more reason why marketing is so much more than just your advertising and why every customer is worth more than you can imagine.

Looking Forward by Looking Back-2

Last week, we went thru an exercise to help you identify what changes you want to make in 2010, based on what you have learned in 2009.

Today, we're going to take that information and apply it to your future.

Get out the papers you wrote on last week and read thru them one more time. Are there any answers you want to change? Do it now. Then come back. I'll wait.


Now, let's dig into the marketing of your business that you are designing for 2010 and beyond.

Remember, what matters most is relationships.

Now that you have some concrete ideas on who you and your business are and who you want to be, the next step is to communicate in a consistent manner to your customers and clients your message.

Your message is your brand, your identity, it is what people think about you and if you examine and design your marketing to convey your message with the purpose of forming relationships, then you are on the right track.

There are multiple ways to convey your message, but you need to keep it consistent, even in the indirect messages your business conveys.

You also get to chose which media's you want to use, but remember that you should commit to that media for a long time.

Why? Because you are building relationships and those relationships are built on trust which comes with familiarity. If you try something for a week, or a month and give up because you haven't seen results, you are aborting your plan and wasting your time and money.

Cellphone contracts of two years in length are now the standard. Retail leases of 5 to 10 years are common. When you hire an employee, you expect them to last a few years, right ? So think of your advertising and marketing with the same time commitment.

And instead of relying on what form of media YOU listen/watch/read; determine which form of media your potential customers listen/watch/read. There is enough research out there to answer that question and if you are in the Fort Wayne, Indiana area, I can help.

Email me at Scott at ScLoHo.net