Category Archives: Marketing/Branding

21 April 2011

For Restaurants Engagement Has Always Been on the Menu

By Rick Ladd
Engage!

Make it so!

Everyone and her aunt – at least those in the social media world – is talking about engagement nowadays. For instance, just a few weeks ago Brian Solis posted “The Rules of Social Media Engagement” on his blog. Ten days ago, Laurel Papworth wrote “7 Levels of Social Media Engagement” at socialmediatoday. Way back in January of 2010 Jason Falls wrote a rather scathing review of the concept in social media explorer entitled “What is Engagement And How Do We Measure it?”

Now, I’m far from an expert in this field. I have no training in marketing, PR, or advertising, though I have pretty extensive experience in sales, having spent many years in the wholesale food business doing just that (lots of cold calling on people who were already buying from someone else, actually). However, since embarking on my new career as a social media marketing strategist and bottle-washer, I do have some thoughts about what “engagement” means to me.

I’m of the opinion the use of “engagement”, in today’s rapidly changing social media fueled world, means a shift away from broadcasting one’s message out through print media, email blasts, websites, etc. toward a model that invites dialogue and conversation. I believe the difference is fairly well expressed in the concepts of “outbound” and “inbound” marketing. As I said, though, I’m a bit of a novice at this, so maybe I’m just full of hot air myself.

Nevertheless, I do have a fair amount of experience with the restaurant business, having eaten at lots of them, as well as managed a couple, and sold lots of product to many. I learned all about service from the restaurant business. I learned how to make people not only comfortable, but happy they did business with me.

So . . . what do I mean by the title of this piece? I am doing some low-level reputation management and I have some Google alerts set up to let me know when some of the businesses I’m working with, or am interested in, are being discussed. Today I got one that led me to read a couple of reviews of a particular sports bar I would like to have as a client. One of the reviews mentioned how the owner walked around and talked to each of the tables where people were eating, drinking, and watching a game. The author of the review also suggested this was no longer the norm, which was why it stood out. Also mentioned was the author’s belief this wasn’t just a cursory walk-around, but a genuine conversation; an “engagement” with the people that pay his rent and his employee’s salaries.

It made me realize the best, most successful restaurants have always done something like this. They make their customers feel as though they are eating with friends, that they matter, and their comfort and satisfaction matter. It’s not something that goes on a checklist of things to do. It’s natural (at least with the best of owners and managers) and – which it always was for me – fun and fulfilling. It’s also a way to get immediate feedback and to address problems before they get out-of-hand.

Engagement is important, and social media provides ways for most anyone in business to participate as never before possible. However, as many also point out, it’s important to be genuine and it helps if you really care. Successful restauranteurs understand this in their bones. Their success proves its value as well. Have you figured out how to genuinely engage with your customers?

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17 April 2011

My Apologies

By Rick Ladd

Anyone coming here from a link in a tweet – or just stopping by because you had nothing better to do – and expecting to see something new should be disappointed . . . and for that I must apologize. I was testing the capability of posting directly from a Slideshare presentation and it didn’t voik. I had to remove the post. I believe I also removed the tweet WordPress automatically generated for me, but I have no control over other avenues. Sorry.

BTW – The presentation I was attempting to post is located here. It’s by Hubspot and is entitled “It’s Time to Transform Your Marketing.”

4 Comments   |  tags: , , , , , , , , , , , | posted in Business, Marketing/Branding, Professional, Social Media

14 April 2011

Can I Add an Extra Leg on That Stool For You?

By Rick Ladd

It used to be there were essentially three things a restaurant could do to attract, satisfy, and keep customers; three things they had virtually total control over, not counting advertising and marketing, which has almost always been about pricing (coupons, two-for-ones, etc.):

  1. The quality of food

  2. The quality and attentiveness of service

  3. Atmosphere or ambience

These three things can be broken down into lots of sub-areas, e.g. type of food, number of choices, speed of preparation, cleanliness (or decor) of the bathrooms, etc., but just about everything restaurant owners and their staff have control over comes down to these three choices. Much like the mantra heard in large, project focussed organizations says, “Quality – Price – Speed. You May Choose Two“,  people might overlook one of these if the other two met or exceeded their expectations, but provide them with only one and it better be extraordinary if you want to survive for very long.

If your patrons are dissatisfied with any of these, they might decide sacrificing one for the other two is worthwhile. They might even think it’s a good bargain. On the other hand, they might not be happy about it and not only refuse to return, but also tell their friends if the subject happens to come up. If they had a particularly bad experience – say, a surly or inattentive waiter or a dish that wasn’t prepared properly – they could tell you and, if you cared at all, you could comp their meal or offer them a refund, etc. Unfortunately for many, a lot of people will not say a word; they just won’t come back.

Well, things have changed; dramatically, in my opinion. Thanks to the ever-growing popularity of location-based applications for smart phones, as well as the addition to those applications of review-writing and gaming aspects, this is no longer the case. People who are dissatisfied – I mean truly dissatisfied for good reason – have a bully pulpit from which to share their grief, and it’s no longer confined to just their friends and acquaintances.

The two services I am most familiar with inhabit two similar, yet distinct niches in this expanding field. They are Foursquare and Yelp. If you own a restaurant, or a retail shop, or even a service-based business and you don’t participate in these two applications, you are really missing out on a great bargain and, perhaps, even hurting your ability to compete. Here’s what you need to do.

  1. Go to both of these services and claim your venue. Upon doing so, you will have access to tools designed specifically to help you take advantage of their offering
  2. Complete as much information as they provide space for, e.g. business name, address, phone number, hours of service, general pricing, photos (especially good for pictures of food creations and other products), etc.
  3. On Yelp, create an offer (much like a coupon, but free!)
  4. On Foursqaure, create a special and, once you understand how it works and you have lots of foot traffic, a Mayor’s special as well
  5. Encourage your patrons to share their experiences or to provide tips (in Yelp and Foursquare, respectively)

Doing these reasonably simple things will give you access to the basic tools you need to start taking advantage of these powerful location-based services. Remember, if your marketing and advertising are only reaching people who read papers and their junk mail, or who only use the Internet, you’re addressing a shrinking part of the population. Young people are all carrying smart phones, and they’re talking to each other or, in the case of those who use Foursquare and Yelp, they’re actually playing games with one another as they use them. Why not have them spend their time at your place?

I will be writing more about some of the specific ways in which you can take advantage of these two services and truly engage with your customers/clients/patients, as well as explaining the value of other, similar services like Urban Spoon, Groupon, and local listing services you can take advantage of.

There is such as thing as bad publicity. Maybe not for someone who can thrive on notoriety, but most small business owners would soon be looking for a job if they were unfortunate enough to receive it. However, you can’t have enough good publicity, even if it’s only getting your name out in as many places as possible. Caveat here: You don’t want to spread yourself too thin, as each of these services may be free, but they require some time and energy to use properly.

3 Comments   |  tags: , , , , , , , , , , , , , , , , , , , , , , , , , , | posted in Business, Marketing/Branding, Restaurants, Social Media

18 March 2011

Why Would We Wish to Waste So Much Talent & Investment?

By Rick Ladd
Atlantis ascending - STS-27

Atlantis Powers to Orbit

As long as I worked at what is now called Pratt & Whitney Rocketdyne we referred to NASA and the Air Force as our “customers”. For nearly twenty years I worked on the Space Shuttle Main Engine program and we always called NASA our “customer”. In the last few years of my employment there, when my awareness of – and interest in – social media brought me to learn as much as I could about what was available and how it might be of benefit to my company, I began arguing for a different approach. I believed, still do, that the real customers of companies involved in space exploration are the American people, those who pay the taxes that were used to pay our salaries. I still believe this is the case, and I still await the evidence of an enlightened approach to engaging them.

In the meantime, I just received an email request to take action and I want to pass it on in the hope some of you who read this will consider taking action; very simple, virtual action. I believe it is imperative for the human race to establish not merely a technological presence in space, but a strong cultural presence as well. I don’t believe it has to be dominated by the United States. In fact, I would prefer it be an international, world-wide effort to ensure the long-term survival of our species. Nevertheless, what is currently happening here is the gradual wasting away of our talent and our industrial base to continue leading the effort. I will no doubt write more about this as it is near and dear to my heart.

What follows is the text of the email, which comes from the website I’m asking you to visit and consider using to send a letter of support to the President, your U.S. Senators, and your Congressional Representative. I’m also including the link below the text so you might take action if you’re so inclined.

I’m concerned about the future of the United States’ role in space. Investments in our nation’s space programs will have a direct impact on our future economic strength and ability to remain a space-faring nation on the cutting edge of technology. I urge you to make a strong commitment to maintaining the U.S. as the unsurpassed leader in space.

For decades, U.S. leadership in space has been recognized across the globe. However, that position is perishable, and continued national leadership will be vital for our future. Therefore:

  • It is important to establish a long-term national space strategy that factors in civil, national security and commercial interests in space. Our national strategy must also cut across all agencies that have a stake in space. Without a national strategy, America risks a future where the workforce and industrial capacity needed to maintain U.S. leadership and competitiveness in space is seriously – and in some cases irreversibly – degraded.
  • It is important for our future global competitiveness, leadership and innovation in space that budgets and funding remain stable and robust. Appropriate funding must accompany strategic goals to meet established objectives and sustain a strong and progressive space industry.
  • It is important to support policies that maintain a healthy and vibrant space industrial base that employs technically-skilled American workers. Modernizing our nation’s export control policies – so that U.S. industry can compete on a level playing field – is one step in the right direction.
  • It is important to recognize that the space industrial base drives technological development important to our economy and national security. Our national strategy must identify and seek to preserve the space capabilities critical to meeting our national goals.

The United States stands at a critical juncture between past accomplishments and future ambitions in space. The rest of the world is not waiting. Yet there is uncertainty about the future of U.S. leadership in space; our workforce is facing upheaval and layoffs and the U.S. space industrial base is at the brink of losing our competitive and innovative edge.It is absolutely critical that our nation’s decision-makers work together to show the leadership needed to keep our space efforts robust. I urge you to make addressing these issues a national priority.

Here is the link to send this letter. Thanks for considering it – http://www.spaceleadership.org/

2 Comments   |  tags: , , , , , , , , , , , , , , , , , , , , , , , | posted in Business, Economics, Marketing/Branding, Science, Systems Thinking

16 February 2011

The Wisdom of Engagement

By Rick Ladd
Foursquare and Yelp Logos

Two "Big Hitters" for Retail

I just came across a couple of quotes that rather succinctly state the issue anyone using Social Media for marketing needs to keep in mind with respect to engagement with their customers. I think it comes from some of the activity surrounding a virtual Enterprise 2.0 Conference event. I picked them up in my tweet stream. I wasn’t able to attend, but found them because I have a continuing search on the hashtag #e2conf, which keeps me in the loop.

These two quotes appear to be traceable to Sameer Patel, a man I admire for his business savvy and knowledge of social media engagement. I have been using the tag line “People are talking. Are you listening?” His quotes are a bit longer than my tag line, but I think they state the issue rather well:

Part of the problem is trying to “control the message”. The conversation will happen with or without you.

This is one of the things that I’m trying to get across to some of the small businesses (I’m beginning with restaurants) I’ve been working with. The other line is even more important:

Your brand perception is now in the hands of strangers. Isn’t it time you got to know them?

This is so important for small retail establishments to understand. With the advent of services like Foursquare and Yelp, the conversations about their businesses are already taking place. They need to, at the very least, claim their venues in each of these and get involved in the conversation. If a customer has a bad experience, don’t you want to know about it? Don’t you want to have the opportunity to make it right . . . publicly?

It’s true and it’s only going to get “worse”. People ARE talking. Shouldn’t you at least be listening? Better yet, why not engage with them. I’m convinced the process will strengthen your relationships with your customers and do wonders to make you more accessible and easy to do business with.

5 Comments   |  tags: , , , , , , , , , , , , , , , , , , , , , | posted in Business, E2.0, Marketing/Branding

14 February 2011

Small Business and Social Media Marketing

By Rick Ladd
Where I came from

I Was a Cubesicle Denizen

Yesterday (February 14th) marked the nine-month anniversary of my leaving Pratt & Whitney Rocketdyne. In this time I have slowly transformed from an employee of a large, multi-national corporation to a self-employed entrepreneur. In so doing I have changed my mindset from that of a community member and manager, responsible for greasing the skids of social interaction amongst workers with similar goals, to that of a marketer, responsible for understanding how social creates a different kind of community amongst people with a symbiotic, but not so insular connection.

I can’t remember where I read it, but I try to always keep in mind what someone said about marketing, which I can directly apply to my work – You can learn marketing, but you can’t be taught what is learned in over forty years of experience. So I’m busily studying marketing and, especially, how to utilize social media to provide a new level of engagement never before possible between a business and its customers.

In making this change I have joined the local Chamber of Commerce and a business network. I have also, since I am old and experienced enough, volunteered my services to my local SCORE chapter. My knowledge of social media was in great demand and I ended up helping a few people out even before I was officially a member.

As a result of my Chamber membership, I decided to do a little study of the restaurants in the Chamber and their use of four avenues often used for marketing and public relations, e.g. Foursquare, Yelp, Facebook, and Twitter. I looked at each channel a bit differently. For instance, for both Yelp and Foursquare I was most interested not in whether or not the business was listed or had either tips or reviews of it, but whether or not the businesses in question had claimed their venue so they would have some level of engagement available to them. What I discovered was surprising.

Despite the fact these services are all free to use (I’m not factoring in the expense in time necessary to wring the most out of using them), usage of all is abysmally low. The numbers are as follows:

  • Foursquare – 11% have claimed their venue (most all have been entered into the db)
  • Yelp – 26% have claimed their venue (most all exist in the db)
  • Facebook – 26% have business pages (many venues had close to 100 check-ins via Places)
  • Twitter – 26% have Twitter accounts (very few know how to use it, IMO)

I haven’t looked at all the other restaurants in the area. Nor have I considered bars, pubs, retail establishments that could benefit from the use of these four services (as well as other methods of marketing considered social, e.g. blogs), or professional services that could do the same. This does indicate to me a huge market for my services, although my experience tells me it will be a bit tough to crack, as these kinds of business owners are notoriously frugal and suspicious.

Nevertheless, I think the clear direction is for greater and greater use of social media to market small business and, especially, to engage with customers in a transformation of  how business relates to, and learns from, them. I think there’s a place for me and others like me to provide them with a bit of knowledge, some organizational help, and strategic direction.

One thing’s for certain. I am really enjoying connecting with my business roots, as I was in small business for over two decades before joining Rocketdyne prior to my 40th birthday – much of it actually in the food business. As I gain experience and knowledge in my new field, I hope to share it here on my blog. Stay tuned!

9 Comments   |  tags: , , , , , , , , , , , , , , , , , , , , , , , , , , | posted in Business, Marketing/Branding

15 November 2010

Brand Haiku – Ode to Philz

By Rick Ladd

A new Facebook friend of mine, Christopher Carfi, made me aware of this entertaining project that’s gaining some traction on the Interwebs . . . Brand Haiku. I got sucked in a little bit and wrote two of them (though I realized the first wasn’t about a brand at all, which is why I wrote the second, actually). So here’s a link to The Social Customer Manifesto, where I got started. There seems to be a lot of interconnected activity out there on this subject. I believe I’m adding to it by blogging my comments (i.e. my haiku, which appear below).

Brand Haiku – Ode to Philz.

The door is open
Kids wait silent in the van
Fall semester calls

My daughters greatly miss
The four free-wheel shopping carts
Once found at Trader Joe’s

Addendum: I have once again realized I missed the mark here; at least on the original intent expressed in the concept of “Brand Haiku”. Although I do now (in my second attempt) mention a brand, I am essentially relating a complaint or pointing out what my daughters and I consider a short-coming. I am, therefore, now adding a third attempt, to wit:

New Android phone’s a bust
’til Target geek points out app
That kills useless tasks

Leave a comment   |  tags: , , , , | posted in Collaboration, Marketing/Branding, Random Thoughts