Get More By Giving Less

When I came in to the office this morning the message light was flashing on my phone. The message was from a sales person trying to sell me lead generation (telemarketing) services. The message was really long as he explained all the things he could do for me. The message was so long that it actually started to get funny. Every-time there was a pause and I thought the message was ending, he would just start talking some more. He ended the phone call by informing me he would be following up with an email. I really wondered what more he could have to say and I was surprised it was quite a lot.

The email was a block of text that made me scroll down about five times until I got to the end. In case that was not enough information, he attached 4 pdf files for me to read.

As we talk with sales organizations and interview sales reps, we find that the vast majority of sales people operate this way. They feel the need to pump as much info as possible in the time that they get with their customer. The trouble with this approach is, that you will lose your customer’s interest before you even finish giving your first “product feature.” You’ve put the pedal to the floor before you’ve even gotten a green light.

Initial conversations need to be less about YOU and more about THEM. It takes practice and will power to fight the urge to info dump on your prospect. But you’ll get more in the long run.

The information you deliver needs to start at a high level and gradually get more granular as the buying process progresses. Providing less information up front actually speeds up the sales cycle and will allow you to have a higher closing ratio then you are currently realizing. Contact us at Red Giraffe (250-575-1935) for more information on the benefits of Progressive Messaging.

Greek Taverna

I saw a full page advertisement in a local newspaper today for the Greek Taverna Restaurant. The logo was in Mediterranean Blue with a white logo resembling the Acropolis. So far, so good. Then disaster strikes the ad… Across the bottom of the ad in big bold print is, (are you ready for this?) “Pasta Night Every Wednesday. “

Pasta Night. Immediately my thoughts of a delicious Greek dinner, complete with fresh olives and feta cheese somewhere on the plate and perhaps a flaming plate of saganaki are replaced with a mediocre looking bowl of spaghetti with red sauce.

A Greek Restaurant is not where I would go for pasta. Even IF they made the best pasta in town, they are creating a disconnect between the message of “Greek Taverna” complete with Mediterranean seas and *sigh* pasta. Keep in mind – your restaurant or business can’t appeal to everyone. You’ll never stand out as unique in the minds of your customers. Pick something and become the best at it.

We Specialize in Everything!

Take a look around and see how many business claim to specialize in everything.  A local company “Sporting Goods Business” claims in their advertisements to “specialize in all things sports”.   So I went to check it out.  This is what I found:

• A few selections from a wide variety of manufacturers.  Many, many indistinguishable products with similar pricing.
• Staff gave me a blank look when I asked the difference between product A and product B.

Nobody wants or needs 45 different hockey sticks, 12 types of  bicycle pumps or 8 brands of soccer shin pads to choose from.  My question is, where is the “specialty?”Specializing means picking a narrow niche and trying to be the best in the world at it.  Specializing gives you instant credibility as your customers will look to you as the “expert” in your specialty.  If your product offering is too broad, you dilute the specialist message.  No one believes you can be a specialist in everything.If your business decision was to carry everything related to sports, you should try and claim the market position of “largest selection to choose from.”  The danger in this is that someone else, usually a national or international chain already owns that market position.  They can buy in bulk and sell for cheaper.  Going up against the big guys calls for narrowing the product focus and picking a niche.  Go after the customers willing to pay premium price for expert advice. 

Kia: The Power To Surprise

Kia Motor’s new advertising campaign slogan “The Power To Surprise™” is a great example of what not to do.  When I am buying a new car, I want no surprises…none.  I want a car that starts first time and every time.  “The Power To Surprise™” is another directionless advertising campaign.  It will in no way help Kia position itself in the market place or bring customers into the showrooms.   Too bad because Kia has a great story to tell.“The Power To Surprise™” Campaign is not a Red Giraffe.  We will have to give this one a White Elephant rating.

 

Coke Side of Life

The “Coke Side of Life” is Coca Cola’s latest attempt to revive their sagging fortunes.  To let the world know they have added $400 million to its $2 billion worldwide advertising budget.  Hey Coke… you might just want to hang on to that money instead of wasting it on this meaningless campign. Coke should stop trying to update its advertising and brand image and simply embrace the past. This brand has incredible history and that is what made it special. They need to go back to “the Real Thing”.

Making the Mundane Mug Memorable

After an elegant dinner at Casa del Parker, our guests can choose to have their after-dinner coffee from one of our many mugs.  The ladies usually go for “Beauty and the Beast” or the big “Tigger” mug.  The men typically select the “Budd’s BMW Store” or the “Rand Technologies” black and silver mug.  You see, matching coffee mugs have never been high on our list of must-have items, and actually I’ve never given it a moment’s thought. 

A ceramic designer in Colorado HAS given it some thought….and has become a Red Giraffe in the process.  Angela Schwab has turned the ordinary coffee cup into something remarkable.  The term “remarkable” means creating something that cause people to comment on it.  The Snap Cup is remarkable.  Angela Schwab has turned the mundane into the memorable.  The Snap Cup allows you to mix and match your cups and their handles, simply by choosing your colours off their website.  Because of the “mixing and matching”, customers are encouraged to purchase more than one.  And at $50.00 for a 3 oz. coffee cup ($225 for a set of six) - you are putting out a lot of beans for a cuppa joe!   

The cups are ideal for specialty coffees, such as espresso, but would not come close to filling my morning coffee addiction.  

The Snap Cup becomes a wine or liquor cup with an optional purchase snap-on stem.  It is designed by INV/ALT a product design and ceramic production studio based in Denver, CO.  Angela Schwab focuses on INVention of new forms and ALTeration of existing objects in order to enhance the way people can use and interact with everyday functional objects. 

Congratulations Angela, you have created a Red Giraffe.

Choose To Be Remarkable

One year ago today my car was stolen.  I made a decision not to buy a new car and instead use a combination of public transit and my bicycle to commute to the office.  Each morning I ride the 8 km to the downtown Kelowna (British Columbia) bus loop and load my bicycle onto the bike rack on the front of the bus.  The office is only 24 km from home but I use the bus in the morning due to long up-hill climbs along the way.  With no showers at work - using the bus helps keep harmony in the office.  When the weather turns beautiful a lot of people use a combo of their bike and the transit system to commute in the mornings.  The problem is that the bike racks on the bus only can accommodate two bicycles.  If a third bicycle rider shows up they must wait for the next bus.  Kelowna Transit prohibits bikes from being allowed inside even though there is a large flat area near the front of the bus that is designed for wheelchairs or strollers.  Now I understand that during busy times having bikes on the bus could be a problem; but many mornings I have to watch bus after bus leave with only three passengers on the whole bus (two of them being bike riders) while two other riders have to wait until the next bus.  This is causing riders to STOP riding to work because they can’t count on getting to the office on time.Kelowna Transit wants people to use transit instead of driving but they make no effort to try and fix the problem.  Instead, bus drivers and management hide behind policy.  If they truly want people to use the bus, they need to choose to fix the problem.  Every morning I notice opportunities to make the transit system easier and make the experience better for the passengers.  Sadly they choose to be just another government burcracy.  Even transit authorities can be remarkable; but first they must choose to be.

“Me Too” Just Won’t Do!

Wendy’s Restaurant announced it would be introducing a new proprietary line of upscale coffees.  Franchisor Wendy’s International said their new coffees will be marketed as Wendy’s Custom Bean.  Kerrii Anderson, Wendy’s chief executive and president, said the goal is to make Wendy’s “a destination for coffee.”  …Excuse me?  Why? The announcement had the expected impact on Starbuck’s stock price…none.  Wendy’s is going to spend a bundle of money…for what?  If someone is craving a cup of coffee, he or she is not going to go to Wendy’s.  Wendy’s needs to focus on what they do best.  Fast food.  The effort should be in further differentiating in their market.  Coffee is not the answer …especially with McDonalds and Burger King trying the same thing.Not a Red Giraffe.    

Pinkberry – Distinctberry

Pinkberry has no relationship to Research in Motion’s Blackberry but it does generate the same types of emotion.  Pinkberry is a frozen yogurt franchise that started in Los Angeles and has gained a cult-like status. Shelly Hwang, the owner of Pinkberry, realized that people in her Los Angeles neighbourhood wanted food that is healthy and low in calories… and that they will pay more money for it than you might think.  Shelly, a smart entrepreneur, realized that Pinkberry needed to be different.  So she started with REAL yogurt, mixed with a little sugar and frozen into soft serve. The texture is firmer than soft serve, almost a bit icy, and creamy. The taste is sour, tangy, and just sweet enough to feel like a dessert.  It is unique, and not at all like its competitors.  How good is it?  Well, the original Pinkberry store serves between 1,300 to 1,600 customers a day.  Customers looking for their fix have no problem waiting in a line that stretches around the block to pay between $4.95 for a small cup to $68 for a tub. The difference does not stop at just the frozen yogurt.  Shelly understood that aesthetics matter, and even if you are only going to spend 20 minutes in a yogurt store it should be a refreshing 20 minutes.  The inside of each Pinkberry is done in sherbet hues of peach, green and blue, with Philippe Starck furniture and designer hanging lamps.  Definitely not your typical frozen yogurt store.  Add a web site with a theme song that will play in your head for hours after hearing it and you have a business that is distinct from its competitors.  Does it work? With 18 stores in less than three years, it looks like a recipe for success.  Yup, we believe that Pinkberry is most definitely a Red Giraffe.

£400,000 For That?

London Olympic Organizing Committee 2012 unveiled its new logo earlier this year at a press conference in London.  It just shows you that £400,000 doesn’t buy what it used to.

The logo might be awful but the marketing drivel that surrounds the brand program for this Olympic Games is a train wreck.  Take a look at the narrative behind the brand offered by London 2012 Organising Committee Chairman Seb Coe.”This is the vision at the very heart of our brand.  It will define the venues we build and the Games we hold and act as a reminder of our promise to use the Olympic spirit to inspire everyone and reach out to young people around the world.    It is an invitation to take part and be involved.”Tip of the day…Avoid people who talk like this.