Wednesday, 6 May 2015

SOMETIMES YOU HAVE TO GIVE SOMETHING IN ORDER TO GET SOMETHING BACK…

As anyone that reads this knows, I am a big fan of watching what other companies do in their marketing efforts and if something works, then I am the first one to copy it (albeit sometimes loosely disguised).  For sure we have all seen one marketing trick that the very biggest brands use on a regular basis, and that is to give something away in order to persuade their customers to buy it again, maybe more than once.  For anyone that doesn’t have a very big marketing budget (if any) this is always a fairly successful and low cost promotion and I often suggest something like it to our clients.   Imagine how excited I was, therefore, when I was offered something myself as part of someone else’s marketing strategy!  

When I first arrived in the Czech Republic (then Czechoslovakia) one of the things that bothered all of us expats the most was getting sick.  How would we find a doctor (or, even worse, a dentist!) that spoke English and how would we know if they were any good?  And what if we had to go into hospital?!  I, like many others, paid a huge amount each month to a private health plan that ensured that if I even broke a toenail I would be flown straight back to the UK for emergency treatment as, at least in those days, that was felt to be a much better option than ‘going local’! 

Over the years, of course, things have changed considerably, and sadly I have now had enough experience of Czech doctors and hospitals to allow me to stop the private health care and feel relatively relaxed about the idea of seeing a Czech doctor – all of my experiences have been pretty good, and I absolutely love my dentist!

Amongst those changes are the various private hospitals and clinics that have sprung up, and one of those (I think the first) was the Canadian Medical Centre.  For a while, many years ago, I went there to visit my sports doctor, but then he moved and I followed, and I have since forgotten about it.   What a lovely surprise, therefore, when out of the blue just a couple of weeks ago I was offered a free visit to a choice of practitioner. 

Those on offer were a physio, a dentist or a nutritionist.  Having my own regular physio and the above-mentioned dentist, the nutritionist was always going to be my choice, and besides which, I have been considering seeing a nutritionist for a while, so it was a bit of a spooky offer to have one handed to me on a plate, so to speak.

I duly toddled along last week and pulled up outside the CMC’s home, which really is a lovely building and which has undergone a lot of changes since I last visited.  You go in through a very nice entrance, and up the stairs to a really glam reception where, in case you are wondering (and I remember that I used to!) there were a number of different nationalities waiting, not just Canadians!   I am afraid that the receptionist (which I will gloss over) did not quite meet the same standard, but once I was ushered in to see the nutritionist (Keely Fraser) I was ready to overlook the blip earlier on, and got right into the whole experience.

Despite being relatively at home with local doctors and so on, I do have to say that it makes a huge difference to be able to talk to someone in English – OK, we should all speak great Czech, blah, blah, blah, but when it comes to health things it really is a lot easier if we don’t have to think carefully about what we are saying or, even worse, speak through a translator.  Plus, of course, you get a better sense of whether they really know their stuff or not if you are able to speak directly and easily.   And she clearly did.  Within a few minutes I was telling her all sorts of things that I would usually find difficult (language/translation/shyness) and at the end of the hour she more or less had to kick me out…. And yes, I said, I would be back!

My next appointment (paid for) will be in two weeks’ time.   So for a bit of effort by the marketing team, and one free consultation, they have me hooked.    Who says giving something away for free doesn’t work!

In short, whilst I probably wouldn’t go there for every little thing anymore (but maybe if I had only been here a short while I would) there is no doubt that if you have a health issue, whatever it might be, being able to speak in your own language (and yes, there are Czech doctors there too), being in a very comfortable environment, and knowing that the doctor/person you are being treated by has met some pretty high standards is really worth paying for.  I am a fan.

You can find more about the Canadian Medical Centre on:


Tuesday, 28 April 2015

PROUD TO BE BRITISH!

I am not always proud to be British; certainly there are times when we are in Spain that I speak more Czech than I ever do here in the CR, for fear of being thought to be from the same place as some of the boys and girls that make their way down to the sun each summer.   But after a weekend in front of the TV watching two of my favourite sports, I have the same proud feelings as I had during the London Olympics – the Brits are really good at these huge occasions!

Saturday saw the retirement of the greatest jockey of all time, A.P. McCoy.   I know that not everyone is as horse-racing mad as I am so they may not have taken much notice of this, and certainly outside of the UK it probably didn’t make many of the newspapers, but had AP (as he is known) been involved in one of the more popular sports (football, tennis, golf) news of his retirement would have made it to the front page of newspapers all over the world, since he is truly a legend.  

In the UK, where he is as famous as Roger, Tiger or Lionel, AP’s final day before hanging up his boots was marked with a festival of racing, with many of the best horses in the country taking part (not that they would have known the relevance) and all the biggest names in the sport turning out to say goodbye, alongside nearly 20,000 spectators.  And not a dry eye in the house (at the racecourse or ours!).   Since most jockeys have retirement forced on them – injuries, loss of nerve, inability to starve themselves any more – I do wonder, though, whether AP, who is still fighting fit, will find retirement a bit too dull and we will suddenly hear about him coming out to ride in one or other big race next year.  We shall see.    

Having only just recovered from the emotion of all that, we were back in front of the TV on Sunday morning to watch the London Marathon. Having run in eight half marathons myself, and been the Prague International Marathon’s PR agency for four years until 2012 (and with a partner that runs the marathon every year), watching marathons on television is probably a bit more interesting to us than it is to most people – let’s face it, watching a group of people running along a road for 2 hours and more is not so exciting – but the London Marathon is something else.     

Sunday was particularly special, as not only did it show off the city in all of its splendor, but it also saw another great British sports person hanging up their shoes – this time Paula Radcliffe, the marathon world record holder, who, whilst no longer running professionally, decided to have her last run in London in amongst the other 30,000 plus runners (but still finishing in a near to professional time)!  Again, most of the hundreds of thousands of spectators were cheering her on, and again most of the people involved were in floods of tears at the end.  


What does all of this have to do with marketing and management?   Well, not so much.  But what these wonderful events prove is that it is not enough just to put on a show – you need the people and the emotion to make them into something really special.   Which, in our world, is probably the case with most of what we do.

Friday, 27 March 2015

CRISIS MANAGEMENT – HOW FAR DOES IT GO?

Setting off from Spain on Wednesday, 25th March, the morning after news broke of the GERMANWINGS aircraft going down over the French Alps, was a very strange experience; we were at the airport at exactly the same time as the plane had taken off the previous day and it was eerily quiet, and then on the flight to Paris no-one was really speaking or doing much at all... just waiting to get it over with.  For the first time that I have seen on a scheduled flight, everyone clapped and cheered when we landed – which was really quite emotional.

As someone that flies quite a lot, however, I spent a lot of the flight looking at ways to take my mind off the fact that I was actually quite nervous, and one of the things I pondered was how I would manage the situation if I was appointed by GERMANWINGS to handle the crisis management – just going off slightly, I wrote about crisis management once before and a few people said to me that they were unaware that PR agencies (or anyone else for that matter) actually handle this kind of thing… but yes, we do, and we, ourselves, have done a huge amount over the past 20 or so years, including for another airline that had a crash…

My first thought when watching the early interviews with the CEO of the company on Tuesday evening was that he was too ‘trained’ – someone like me had taught him how to speak to the camera and he was very polished, even smiling a bit – not very good in the circumstances.  But then (and I guess that was because of someone like me too!) he was replaced by a very good VP who spoke well whilst being obviously choked up.   First amendment to my usual ‘crisis management process’ is to note that, whilst being professional and calm in a ‘normal’ crisis is good, when it is of a monumental scale… maybe showing a bit of emotion is no bad thing.

Reading some of the reports, especially in the ‘tabloid press’ on Wednesday morning, it sounded as if this particular plane had had a few problems in the past, but they had been kept quiet – I have always been of the view that if you are a high profile company and you have a problem, it is best to be honest about it, as sooner or later it will come out, and the fallout then might be a lot worse.   Of course the risk to a company’s business when reporting every little issue can be huge.  But if something has been kept quiet and then it comes out in a situation such as this one, the risk to the business can be catastrophic.  Second point to note; covering up problems can sometimes come back to bite you.    
What was also clear during Wednesday was that the media had been digging about a lot during Tuesday night and a lot of what was being printed was speculation – and in our experience, speculation usually starts at home (it seems that it was actually an ‘anonymous person’ that first leaked the news that the pilot was to blame).   This made me wonder just how much information was being passed to staff and stakeholders during the course of Tuesday and Wednesday, and whether, in fact, everyone’s focus was on the management of the information that was going out to the media.    Something that we have often talked about in crisis management is the need to make sure that staff and stakeholders have ALL the necessary information before anyone else, and that they are all fully aware of the need to keep everything confidential, since it is often ‘rumours’ from insiders that get printed over and above the official line.

I am writing this two days after the crash, whilst watching the ongoing news about the pilot, and wondering what the effect of all of this will be on the various companies involved – for sure it will be difficult to rebuild the GERMANWINGS brand (although not as difficult as it would have been if the cause had been that the airplane was too old, or they had known it had been faulty – as had been mentioned previously).    Andy maybe we will notice when we next get onto an A320 plane.  But in a few weeks’ time, a lot of people will have forgotten which airline or airplane was involved, and life will go back to normal. 

The thing is, even the worst type of publicity can sometimes be overcome and in years to come the only thing that people will say about GERMANWINGS is ‘oh yes, I have heard of them’…


And the purpose of this blog?  There probably isn’t one… just my own usual need to write something down in order to somehow feel better about it.

Thursday, 29 January 2015

SUSTAINABILITY

Watching the Australian Open whilst writing this (and not enjoying it as much as usual with the early demise of Roger Federer) I pondered one of the tennis commentators’ most regular questions; who is the greatest player of all time? My vote, of course, would go to Roger, but not just because of his wonderful tennis, but more his incredible fitness (only recently has he been known to have been injured) and, even more importantly, his ability to stay driven and to work so hard day after day.

We discussed something similar over Christmas when one of my family, a soon to be retired opera singer, explained her early giving up as being due to her not wanting to keep travelling, keep practicing, be away from home so regularly and battle to stay healthy – of course, she still loves to sing. Whilst everyone else expressed their sympathy, I said that I thought that her world was not so different to mine – which generated quite a lot of debate, not least because in a family of academics, performers and doctors, I am probably the only one that knows what it feels like to run their own business..! And as I am often saying, no-one can imagine what it is like to sit in my chair, unless they have sat in a similar one!

A while ago I attended a conference on ‘leadership’, where one of the things we discussed was the stress involved in running a business, and how, then, to manage it. At one point, the lecturer asked us what we thought the average age of the top 50 most successful companies in the world was, to which we mostly answered between 50 and 100 years old.  In fact the answer was 15, which was, initially, a surprise.

However, having discussed this in some detail, it made sense; even the most successful companies were started by someone, and what was proven in our discussions was that very few people can continue building and running a company for any significant length of time before the stress starts to take its toll and they start looking at ways out – merging, selling, closing down, changing course or handing over the reins to someone else. 

My own company will be 25 years old this year, and whilst, of course, it is nothing like the sort of companies that we discussed at the conference, it still manages to cause enough sleepless nights for me to go through phases of wanting to get out in some way; and over the years I, too, have found it difficult to stay driven, to keep travelling, ‘practicing’, battling to stay healthy and so on, but it is no easier to give up on business than it is to give up on sport or music; we just have to find ways to manage what we are doing so that we don’t burn out.

I have tried a few methods over the years – not all of them good!  But generally I find that whacking a tennis ball gets rid of quite a lot of stress, and there is nothing like running as a way to see a new place (or, in my case, to pick up marketing ideas... seeing what other companies do to promote themselves is an endless source of inspiration!).

Let’s hope that we are all able to sustain our enthusiasm as we go into 2015.

Thursday, 9 October 2014

DIFFERENT MESSAGES, DIFFERENT POSITIONING, DIFFERENT MEDIA

I attended a really great marketing seminar yesterday held by the International Business Forum here in Prague, which was focused on the differences between starting a company and building its brand 20 or so years ago compared to doing the same thing today. Having started JWA 24 years ago now (so I can no longer get away with trying to pretend that I am still in my thirties…!), many of the things that the first speaker (who started his business at a similar time) had to say rang very true to me; here are a few of them:

(a) When we both started our companies our clients were nearly always international companies entering what was, then, a very difficult ‘East European’ market, and what we both were selling was our international know-how. We had no real competition and even if the local business community treated us with some suspicion there were so many foreign investors that we almost had to beat them from our door.

When I was trying to come up for a name for my company I asked my good advertising friend for some suggestions, and he asked what I felt I was selling. I went off about x, y and z and he answered ‘ah yes, but why would people come to you rather than another agency that appears to sell the same x, y and z?’ The answer, of course, being because of me! And as it was me that made the company different, the name needed to demonstrate that rather than what we were actually selling. Since I planned to employ a few people, however, I couldn’t imagine having everyone picking up the phone (yes, we used phones in those days!) and saying ‘Jo Weaver, good morning’ or words to that effect, so we ended up with JWA (i.e. Jo Weaver and Associates, even though I had no associates) with Prague added on for good measure.

The point: when you are thinking about the messages that you want to get over in your marketing, remember that it is important to keep in mind the reason WHY people want to use your services or buy your products above anyone else’s in order for your marketing to be effective, and that means keeping your ‘key selling points’ at the forefront.

(b) Having said that, however, what was also discussed was the need to remember that our key selling points (and, therefore, messages) might change over time – certainly in my case, the fact that I am English (which was enough many cases years ago!) is no longer such a draw, since most of my competitors speak English fluently now. But the fact that the agency has a proven track record with a lot of different industries IS something that can be pushed as a ksp now, and for that reason our own marketing has a different emphasis to the earlier days.

(c) I know I am always banging on about knowing who your target audience is when you are planning your marketing activities, but, again, that is something that can change. And if your target audience changes, your own marketing strategy needs to change too; in the case of yesterday’s speaker, his target audience changed to such a degree that he ended up opening several other offices across Europe; ours was not so radical! We did realise quite early on, however, that whilst in our earlier years we could depend, on the whole, on word of mouth amongst the foreign community, occasional advertising in English language magazines/newspapers and some PR, that is no longer the case. And our own activities have therefore changed accordingly.

(d) Everyone at the conference agreed that the tools that are available and useful to all of us now are completely different to 24 years ago. I recently spoke to a group of marketing students about our activities when we started out compared to today and one of them, who was in her early 20s I guess, looked at me aghast when I said that we didn’t have computers, internet or mobile phones, let alone social media, and said ‘but what did you DO?’. Well, we did quite a lot!! And I still think that we disregard some of those old traditional marketing tools at our peril. There is no doubt, however, that social media and on-line marketing is become ever-more important, and any good marketing campaign needs to incorporate at least some of these new activities.

I am off to buy a few Google ad words now…

Jo

Friday, 30 May 2014

SEX SELLS

A little while ago I was speaking to a group of marketing students about ‘life in a PR agency’ and one of their Professors asked whether I would take on any company as a client, irrespective of whether it was doing something immoral or illegal.   I answered that I wouldn’t work for a company that was doing something illegal, but immoral… well, first, how do you define immoral – what is immoral to one person is not to another – and second, I am in business and the need to pay the salaries can sometimes outweigh the wish to only work for the ‘perfect’ company, and whilst I might turn down a client that is doing something that I think would be difficult to promote, or that I just don’t like, I wasn’t sure about the ‘morality issue’.

The reason that I am writing about this topic now, is that there has just been a big to do in the Czech media about the advertising of a pill that is similar to Viagra at the recent ice hockey world championships – apparently Czech TV has received numerous complaints about the organisers and the broadcasters allowing such advertising as children would be watching, and now there is a lot of discussion about the rights and wrongs of this type of advertisement and where and how it should be allowed. 

I have to say that I, personally, am astonished at the furor, since here in the Czech Republic it is generally difficult to go very far down any street without coming across an ‘Erotic City’ sex shop or worse, and where, over the years, there have been many advertising campaigns that would never be allowed in the UK or US – for example, a billboard campaign with a very well-endowed young lady with a near to non-existent top holding a glass of beer, and wording along the lines of “wouldn’t you like a nice jug?” (or similar)…

The thing is, sex sells, and in the case of the ice hockey advertising and this particular brand, I would have had absolutely no qualms about working for the company myself, and would, in fact, be completely in agreement that it made obvious sense – the ideal target audience for what is being promoted, huge exposure that would, one would expect, generate significant sales against a reasonable expenditure, and lots of room for PR – actually, had I been working for them I would be rubbing my hands together at all the additional exposure that the complaining millions have brought about in the media??!


Taking the whole situation a bit further, one has to wonder whether there is something else going on here – maybe it is OK to promote women as sex objects or women for sale, but not to advertise the fact that not all men are as virile as we are led to believe..?!!!