Monday, 1 June 2015

PROMOTIONS ARE ALL WELL AND GOOD… BUT

I have written before about the effectiveness of basic promotional activities carried out as part of a marketing campaign. Simple gimmicks such as ‘2 for the price of 1’, ‘quote this code to collect your prize’, offering people a ‘free trial’ etc, etc, etc can all work really well, both from a cost-effective point of view and as a way to monitor whether your marketing is working.

BUT, they can also backfire horribly! Here are a few recent examples!

Today we visited a very well-known British store where we often shop for groceries.  As we went to check out, my partner noticed a pile of leaflets on the counter by the till which said, in Czech, that if a customer handed one of these leaflets to the cashier over the weekend of the 30th, and had spent more than Kc 400, they would receive Kc 100 deduction from their bill. There was nothing in the store to advertise the leaflets and no mention of them by the cashier when we went to check-out. My partner (who is Czech, but we were speaking English) picked up one of the leaflets and said ‘can I give you this and get a discount?’ to which she shrugged, said OK, rung up the leaflet and duly deducted the Kc 100 (and probably put it back on the counter in front of her once we left!’).



We could only assume that (a) the leaflets were supposed to have been given to shoppers the previous weekend, with a view to encouraging them to come back again today or tomorrow, (b) someone had forgotten to put them out the previous weekend and thought that they had better use them quickly in order to show that they had done their job (since the deduction had to be rung up) and (c) that no-one would explain the value of the leaflet to anyone that didn’t speak Czech as, of course, they could probably afford to do without the Kc 100 off (cynical?  Me?).

Clearly some marketing person at a high level had thought that these leaflets would be a nice way of driving customers back to the store and getting them to spend more than they might usually, and had then spent money themselves designing and printing the leaflets, distributing them to the stores and then hoping to see an increase in figures.  The result, though, since clearly the leaflets were used on the weekend after they were supposed to be, was just a few shoppers getting a Kc 100 reduction on a bill that they were already prepared to pay the full amount for and, one would assume, most of the leaflets being chucked in the bin.

The moral of the story – if you are going to do some sort of leaflet promotion, then ensure with your own eyes that leaflets are being given out on the right date and in the right spirit.  You can also help to ensure this by publicizing the fact that the leaflets exist in advance of people receiving them so that the recipients are looking out for them and the people giving them know that! By the way, I am sure I am not the only person that has seen promotional people dumping leaflets on the floor of buildings, in rubbish bins, etc… if you are going to use such people, then you need to police what they are doing or you might just as well chuck your money in the rubbish bin instead.

Another recent experience: I was offered a free trial at a service company that was offering something that I had been considering using for a while.  I duly made my appointment and toddled along to be greeted by one of the rudest receptionists that I have had the pleasure of meeting. First she told me that I didn’t have an appointment, and then, when I assured her that I did, she asked me how I planned to pay for the upcoming experience.  I said I wasn’t going to be paying as I was here for a free consultation, which she insisted wasn’t possible, and so it continued.  Short of asking her security people to remove me forcibly from the building, she couldn’t have been ruder. Luckily I am an old hand here and when I got to see the main person the visit was a success.  But had I not been, the result of this ‘free trial promotion’ would have been that I would never, ever, have darkened this company’s doorsteps again (and, as an aside, they would probably have been one of those companies that sometime in the future would tell me or someone similar that ‘marketing doesn’t work’!!).

The moral of the story: if you are going to offer a free consultation or promotion, make sure that every member of your team knows what is going on!

Lastly, my own rather frustrating marketing experience. We have an apartment in Spain that we have started to advertise on one of the holiday rental sites. Of course, there are millions of similar apartments on the site, and in order to get high up the viewing order we are dependent on good reviews.  So every time someone books and stays through the website, we ask them if they would write a review for us as we believe that the apartment is fantastic. A recent group – four 80 year-old Americans, paying their first visit to Spain, who emailed me questions on a daily basis for weeks before their visit - had a bit of a bad time. Not because of the apartment but because flying all that way, driving in Europe, etc, etc, etc, all proved a bit too much for them. Believing that our own service had been really good (we even laid out a bottle of champagne for them on arrival) I duly asked them for a review.  And what a stinker they wrote. 


The moral of the story – if you are going to ask for a review, testimonial or reference that is going to be seen in public, make sure that you know without any possible doubt that it is going to be good! I probably should have known better…

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.