Month: August 2008

  • Low Tech, High Touch Marketing

    I’m often in meetings with CEO’s and business leaders looking for cutting edge ways to reach their customers. I must confess that I love technology–almost as Kip in the movie “Napoleon Dynamite” for those of you who saw it–but technology can be a trap. Today I was reminded that it’s not technology that sells, but creative, self-motivated people behind technology that make the sale.

    Yesterday I got an email from Courtney Ivey. Courtney works for a men’s store, John Craig, in Orlando, Florida. Earlier this year, I bought a shirt from her during one of my speaking engagements at the Shingle Creek Rosen Resort where her store is located. Yesterday, I got an email from Courtney with 5 pictures she took of her new shipment of Robert Graham shirts. I have gotten more compliments on my Robert Graham shirt than anything else I’ve bought lately and have wanted to buy another one for quite some time; however, I have been too busy to loook for it. The email was just the reminder I needed. I just got off the phone with her after buying my new shirt.

    What Courtney did was simple, but it was the most effective marketing tool possible. She found the most direct way to reach out to an audience she knew was predisposed to buy her product. She didn’t need a powerful email marketing tool or a fancy html editor to create a dazzling eblast. That’s corporate’s job. And frankly, most of the time they will screw it up anyway. She knows that Orlando is a tourist town and that her customers might never come back to her store, so she takes their email address at every purchase. With each new shipment, Courtney takes pictures of the merchandise and sends them to those on her list who, based on their previous purchases, might be interested.

    So simple and yet so effective. She got me, and I’m sure others who are either too busy or who cannot buy these shirts locally. She probably did it all in a couple of hours of effort and at no extra cost. Like most retail managers, Courtney could be on the phone complaining of a recession. Today, however, she is on the phone taking orders.

    Way to go Courtney.

  • The Art of Traveling Well Part I: Planning

    I travel a lot, more than I’d like. People are often puzzled by my busy travel schedule and seemingly calm demeanor about it. Interestingly, I book all my trips and have done it for decades. But traveling well is something you learn with time and experience. I’ve decide to write a few posts on the art of traveling well to help some of you who are fortunate enough not to live out of suit case catching flights, and worst–connecting flights–all over the place. This one will focus on the trip planning. Subsequent posts will deal with how to choose your travel wear, things to know about airport security (you never want to hear “cavity search”), and productivity tools while on the road.

    Book Your Trip ASAP
    If you’re going to fly to your destination, then you must book your ticket as soon as possible. With rising costs of fuel, airline tickets cost more today than ever before. Most people know to book at least 14 days before the departure date. But here’s a rule of thumb, flight direct whenever possible. That sounds obvious to most of us, but I’ve know people to want to build airline miles by flying through hubs and risking missing their meetings or adding an extra 2-4 hours to their trips because of the elusive airline mileage. Trust me, life will be a lot better if you can fly out of your home airport and arrive at your destination on the same plane.

    Use a website like Orbitz and Expedia to check multiple airline schedule as well as Southwest.com or other discount airline that doesn’t list with the travel sites. However, purchase your ticket directly from the airline website if you’re flying both legs of the trip with the same carrier. Pricing is usually the same, if not better, and if you have to make changes in seat assignments, times or dates it’s a lot easier that way.

    Sign Up for Everything
    I’m a member of every hotel, rental car, airline, restaurant, and rickshaw loyalty club there is. Most of them don’t cost anything and you always get perks along the way. In my last trip I got free upgrade to a suite and free breakfast at the Courtyard Marriott. The most useful are rental car programs where you don’t have to wait in line, then sign 10 pieces of paper to get your car. You’ll appreciate not having to deal with a long line after getting to your destination late at night or late for a meeting. If you’re traveling a lot, you might talk your employer into upgrading your company card to the Platinum American Express card. It will not cost them much in fees but will give you entrance into hospitality lounges of American, Delta, United, Northwest airlines for free. That’s a welcome respite on busy airports such as Atlanta, and Dallas.

    William Shatner is Your Friend
    You’ve seen the cheesy commercials, but Priceline can be a great resource to save money on car rental and hotel reservations. Lately I’ve saved over 50% in hotel and rental car fees by booking them on Priceline right before my trip. Here’s how I do it. First I make sure I have booked hotel and cars directly after comparing prices on Expedia. I do it because I never know when a city will sell out of hotels and cars. Once I got caught with no car or hotel in Wichita, KS because of the annual “Women Bowler Convention.” The whole thing was a nightmare for so many different reasons it might have its own blog post later.

    Then a couple of days before my trip I log on to Priceline and choose the “name my own price” option. I make sure the hotel choices are near my destination and usually bid half of the suggested price. I’ve tried lowering that amount with varying degrees of success, but I’m usually accepted with my half-price option. You can save a lot of money on rental car fees on a multi-day trip. If works out with Priceline, I cancel my earlier reservations.

    24 Hour Check In
    I usually try to check in 24 hours in advance. Some airlines will release their exit row seats within 24 hours of departure. Besides first class, exit row seats give you the most leg room option. United and USAirways are now charging an extra fee for “preferred” seating which includes the exit row seats, which I think is bogus. However an extra $15 is worth not having cramped legs for a long flight. If you fly more than 32 segments with Southwest during a calendar year, you’ll automatically get an “A” boarding pass between the number 16 and 40. That’s made my life a lot easier these days. In the past, however, I would set a reminder on my phone with my check in information for 24 hours prior to my departure. Most airlines have a mobile service that makes checking in from your cell phone very simple. That’s the way to go with Southwest.

    Ok. That gets us booked. Next in the art of traveling well will be choosing what to wear and how to pack for up to a 5-day business trip without checking luggage. Can you look fashionable, bring all your product, workout clothing and not wear the same thing everyday? Yes. Just stay tuned.

  • Top 10 Ways to Get in Trouble with Twitter

    I’ve been Twittering for over 90 days now, and I must say it has been a great tool to build community instantly. While I’ve loved the positive aspect of Twitter, I must, in all fairness to those of you who are new to this social network or are contemplating signing on, share my experience with Twitter’s dark side. In case you’re wondering about my list, not all of it happened to me. Ok, most of the list is “loosely based” on my personal experience. Well, maybe all of it is. Ok, enough already. Here’s my top 10 ways you can get in trouble with Twitter:

    10. Post fun tweets about your Vegas vacation and watch some crazy, anonymous fundamentalist jerk turn you into this money-spending, luxury-loving, pleasure-driven Satanist on his loser hate blog. (Do I sound bitter?). I guess what happens in Vegas should really stay there.

    9. Post about a new time-sensitive initiative your business is about to deploy and watch your competition try to beat you to it. (You know who you are.)

    8. Post a picture of your sister-in-law in a bathing suit. Enough said!

    7. Post a mindless tweet about “making hard business decisions” and watch your entire organization get worked up into a frenzy.

    6. Twitter about an anonymous “difficult client” and get calls and emails from 10 people asking, “Are you talking about me?” Yes, yes and yes!

    5. Secretly twitter from the jury box during a trial. It’s fun until you get caught.

    4. Twitter about leaving early from an event because it “gave me such a headache” and get a call later from the event organizer in tears caused by your insensitivity.

    3. Twitter what you find cute or funny about your children only to hear “Dad, I can’t believe you twittered that! Isn’t anything sacred?”

    2. Name a friend on a tweet who is supposed to be sick and in bed and watch him get a call from his boss during your two-hour outdoor lunch.

    1. Twitter details of your anniversary dinner, including pictures of every course and then hear “if this were our first date, it would be our last.”

    This is my list. What’s yours? Do share. I’d love to compile a list to share with Twits world wide.