Tag Archives: Marketing

Attention to Detail

So, I’m out in the garage polishing some wood boxes and thinking about what I need to do to make this into a functioning workshop. I go to the fridge and take out a can of Stone Brewing’s Tangerine Express Hazy IPA and as I’m opening it I notice something I had not seen before. In fact, I can’t recall ever seeing anyone do what they did.

What I’m referring to is a very small “addition” (by subtraction) they have made to the opening tab on the top of the can. See if you can figure out what I’m talking about from these two pics. I know it’s not exactly earth-shattering or, in the long run, important at all, but I’m nevertheless impressed by their commitment to their brand. I see it as a gesture of respect for their market.


Preserving My Past

This is kind of a #FlashbackFriday#FF, since I missed #ThrowbackThursday#TT, though it’s more of just an addition to my life story as made possible through the wonders of Facebook and, especially, the Timeline. Since its inception, I have seen my Timeline as a way to share contemporaneously, as well as retrospectively. I have used it as a way to share both my present and my past, the latter being primarily with the thought my two daughters will one day be able to see who I was, in some sense from the beginning. If others enjoy it, that’s a bonus. Hell – I enjoy it myself once in a while and it gives me a reason to slowly digitize some of my favorite actual, printed photos, which would not be shareable other than in person if I didn’t scan and post them. This seems like as good a place as any; better than most.

The picture I am here sharing was taken quite some time after I owned the business that resided in this small, unassuming space. Nevertheless, the size and location haven’t changed since January of 1967, when my father (fearing I was on the road to becoming a bum) purchased what was then DEB’s Snack Shop and I began managing it. We were partners. My job was to spend 14 hours a day there and his job was to show up once a day and get pissed at me for something I neglected to do or didn’t do properly, as he saw it. He was very good at his job and so was I, though you wouldn’t have known it by how well he performed his special task.

This little place consisted of 14 stools and about a 10′ takeout counter. It sat in a parking lot across the street from the main entrance of the May Company store on Hill St., between 8th and 9th Streets, in downtown Los Angeles. It was small, but it was busy . . . and quite lucrative, especially for a nineteen-year-old who had recently just barely escaped High School.

It was here I learned some of the more valuable lessons I’ve been fortunate enough to benefit from. Perhaps the most important of them was given by my father when he admonished me to never ask anyone who worked for me to do something I wasn’t willing to do as well. I had five employees and every one of them was older than me, one by around thirty years. Earning their respect was of the utmost importance. Now that I think about it, I was fortunate to be raised with respect for most everyone. Another valuable lesson, which made this primary business one much easier to aspire to.

I also learned what I have always considered my first real marketing and sales lesson. This place was a snack shop. Hamburgers, hot dogs, tacos, burritos, ham sandwiches, fries, etc. We also opened up early enough for breakfast, so eggs, bacon, hash browns, etc. Of course, there were other items and most of the food was marked up 300%, that is the cost of the food item was generally 1/3 of the price we charged.

Then there were soft drinks, none of which were served in cans or bottles. We had a dispenser. The cost of a large soft drink was marginally more than a small one and the difference in cost of the cups was about a penny. The difference in profit, however, was spectacular, with the price of a large drink around two and a half times what the small one went for. I think it was $0.10 and $0.25. Let’s say I made $0.07 (in today’s money that would be $0.50) profit from the small drink. Since the cost of the large drink was marginally more than the small – let’s say $0.05 instead of $0.03 – I made a profit of $0.20 ($1.42 today) on the large drinks.

That’s the data behind it, but the real lesson was in behavior. Over a period of time, I did some experimenting. I didn’t keep a little notebook, nor did I design a devilishly clever test. People would place an order like “I’d like a cheeseburger, onion rings, and a Coke.” I merely responded in one of two ways and noted the difference in results. If I asked them “large or small” they would frequently opt for the small. However, if I merely said “large?”, they would seldom say “no”.

I don’t know how much more money I made by doing this, but I’m reasonably certain it was on the order of a few dollars a day. Extrapolated out over a year’s time, that would be around an extra couple of grand in today’s money. Not a bad result. Unfortunately, I didn’t last a year, but that’s another story. I have no regrets, btw.

PS – The name of the place in the pic is JEMP’s, which stood for Jerry, Eileen, Marshall, and Penny . . . the Silversteins. Jerry, who had worked at the Grand Central Market with my father for many years, bought the business at a discount when I kind of abruptly told the old man I was through with it. Shortly thereafter I found myself in the Haight-Ashbury district of San Francisco. This was the Summer of Love, 1967. The rest, as you no doubt know, is history.


They’re Finally Catching Up To Me

The last few years I was employed at Rocketdyne, my job – which I essentially created – was to research social media for the purpose of bringing it inside the firewall for internal communication and collaboration.

As a result, I became both well educated in the use of numerous apps and platforms, and excited about the possibilities they represented. When the Space Shuttle program was nearing it’s end, everyone over sixty was offered an early severance package.

After some research I decided to accept the offer, which I characterized as a “gold-leafed handshake.” I was pretty excited about going out on my own and offering social media marketing services to local small businesses. Unfortunately, very few people knew what I was talking about and most businesses remained content to spend $200/month on a Yellow Pages ad that likely got thrown in a recycle bin the moment it arrived.

I’m not entirely certain, but it does seem like things have changed and many more businesses understand the value in promoting via Facebook, Twitter, Pinterest, etc. As a result in finding it easier to get clients to help and supplement my retirement income.

This year promises to be very interesting.


Had No Idea I’m In Biotech

Wrong Way

Smart Marketing Technique?

The other day I received a huge catalog in the mail. As one who routinely has thrown printed Yellow Pages, or other directories, into the recycle bin immediately upon receipt, I was curious why this had come my way. It was addressed to me and the company I spent a couple of years dabbling in, Rick Ladd & Associates. I’m guessing they purchased a mailing list, most likely from the Simi Valley Chamber of Commerce.

It’s clear they did nothing to vet the list, as I don’t think I could be much further away from biotechnology, and have absolutely no need for any of their products, which are legion.

What’s a bit remarkable to me is the sheer size of the offering and the appearance they used a scattergun approach to market their products (did I mention they’re legion?). To help you appreciate its size the index, which is over 90 pages in length, begins on page one thousand. That’s 1-0-0-0. A thousand pages of biotech products, not one of which I can imagine I need, let alone understand how or why they’re used!!

I’m not in any way suggesting anything they offer is useless; after all, biotechnology is really changing our lives in many ways. What I am saying is that I, in every “professional” category I have engaged in, see no intersection with these products. They are almost unintelligible to me.

Oh, I understand the relevance of many of the disciplines or categories the catalog addresses, e.g. Molecular Biology, Immunology, Cell Biology, and Biochemicals, but the individual products are mostly a mystery to me and I have no intention of becoming conversant in their station in the universe, save for what I need to make my point here.

I must reiterate. I can understand the general relevance of a product such as “Goat Affinity Purified Antibody to Mouse Transferrin” or “MeOSuc-Pro-Ala-Ala-Pro-Pro-paranitroanilide”. I’ve even learned what Apoptosis is, for which I’m glad. Yet I have no use for these products; it’s not what I do. Why on Earth would they spend this much on producing a catalog and sending it to a person/business where it will be immediately (well, almost immediately) discarded? Maybe it’s worth it, but there wouldn’t be bankruptcies if everyone always did the right thing.

Perhaps I don’t understand marketing all that well.

PS – It also came with an 86 page price list in six different currencies (USD, EUR, GBP, YEN, INR, RMB) all of which are apparently good for 2016 – 2018! That’s an amazing length of time to be able to hold so many prices stable. It is printed in a font size for which I would need an eye transplant to be able to read comfortably.


Universal Innovation

Sometimes, it seems like innovation is all anyone talks about. It’s been a really hot topic for the last five or six years; probably more. In the last two years before I left Rocketdyne — let’s see, that would have been from 2008 to 2010 — I participated in several innovation classes/exercises and, in fact, I setup the SharePoint collaborative spaces that were used by the teams in one of these exercises that were exploring different avenues for the company to invest in. I was also part of a team looking at one of the many technologies we were investigating at the time, and we even brought in a Professor from the USC Marshall School of Business to help us “learn” innovation.

I’m not going to get into my thoughts about what it takes to be innovative, or creative, but I just want to throw out this observation I’ve been mulling over for some time and see what others think about it. One of the things I think I’ve noticed is that almost everyone approaches innovation primarily as a way to come up with new products or services to sell. There seems to be what I think of as a blind spot when it comes to how we got things done, to our processes and procedures that are the backbone of our day-to-day activities. I’m also not confining the daily activities we might look at to businesses or governmental agencies and institutions either. I’m also thinking about things like mass public transportation and local traffic patterns and uses, our use of public facilities like parks and schools, the ways we approach (or choose to ignore) recycling, the value of our food and how we produce, distribute, and consume it – and on and on.

So here’s my big question for now. What if we started looking at enabling – empowering, if you will – everyone who was interested, to be involved in social and cultural innovation; in our continuous social and economic evolution . . . as citizens of our local municipalities, our neighborhoods, our nations, and even as inhabitants of the planet Earth, i.e. as a species? What if we came up with ways to encourage, communicate, evaluate, and pursue ideas that would improve – dramatically or otherwise – the lives of many people, perhaps everyone? Very public ways. What would that look like? How would we do it? What would be the biggest challenges? What infrastructure and social constructs are already in place to support such a thing?


I Review Age of Context: A Must Read

Age of Context Cover

I’m not in the habit of reviewing books, but I have a special interest in this one, not merely because I played a role in its production, but because of what the book means to us culturally and economically. What follows is the review I posted on Amazon.

I have long been enamored of the concept of Systems Thinking, which holds (among other things) that systems cannot be understood absent their context, the interrelationships of components within each system and with other systems of which they are a part (or are a part of them). In my career I have often heard it said “context is king.” I am predisposed to look for the contextual interrelationships in all things I attempt to understand.

It was nearly a year ago when Shel Israel posted a request for help on Facebook. He was looking for people who could serve as fact-checkers for his and Robert Scoble‘s new book. At the time, I responded and suggested I could serve as his proofreader. He accepted. Thus began a wonderful adventure. Soon I was proofing Shel’s columns in Forbes (q.v.) under the general title “The Social Beat”. Most of them were portions of what would become the chapters of this book “Age of Context”.

Since that time, I have proofed nearly every column he’s written related to the book, as well as each chapter that ultimately became this wonderful book. I also outlined at least six of the chapters for the authors to use in interviews and at speaking engagements and, toward the end, ended up checking each hyperlink and compiling them into a single document.

I bring all this up in part to reveal what surely has the appearance of a conflict of interest in my recommending you purchase and read this book. However, the greater part of what I’m revealing is how thoroughly it moved and excited me. I will admit to being a techno-geek, and I am naturally drawn to shiny new things. I am somewhat prejudiced. However, Robert and Shel have carefully scoured the tech world and now present their findings and conclusions, and many of them should fairly knock your socks off. I can’t tell you how many times I practically came out of my seat as I was reading about their discoveries. It made it hard at times to do my job. Frequently, I wanted to add my own comments to what they were explaining. I somehow managed to contain my excitement. It’s their book, after all.

In “Age of Context” you will find dozens and dozens of applications and approaches that seek to more completely understand, and integrate into, various aspects of our lives. Whether in the home, at work, or at play; whether in their approach to health, recreation, designing and building cities, or marketing product intelligently, Robert and Shel bring together (put into context, if you will) what these developments mean and how they can — and most likely will — improve our lives. They also recognize, and in no way gloss over, the important issues of privacy and safety many of these developments raise.

Yes, I am somewhat prejudiced. However, I feel quite safe in saying this is an important book. I don’t care for the term “futurist”, but I’d like to think I can recognize some of the next big things. There are a lot of them in this book. You owe it to yourself to understand the coming storm of innovation and change the authors so presciently offer.

Buy it at Amazon
My Review on Amazon


What Goes Around . . .

It’s been nearly three years since I “retired” from Pratt & Whitney Rocketdyne. I’ve been through several iterations of “What do I want to be when I grow up” and I think my latest incarnation is actually working! I’ve given myself until the end of this year for it to prove out to be a viable trajectory, at least for a few more years while I still have to tend closely to my children. You can read my most recent self-assessment/self-promotion at LinkedIn.

Additionally, some of the seeds I planted a while back may be sprouting, which would be really satisfying and might steer me comfortably toward another line of work I can enjoy.

It seems understanding Social Media’s role, both inside and outside the corporate firewall, wasn’t a terribly interesting subject for most organizations and, despite my zeal, I couldn’t get the traction I needed to do what I thought made sense. Equally, at least here in Simi Valley, small businesses have had a very hard time – as a whole – seeing how social can be used to promote their business or organize their work a little more effectively. I need to say . . . there were lots of opportunity for being a charlatan and raking in some dough or for doing something I didn’t really enjoy just to make money. I’ve chosen not to follow those paths, so the challenge has been finding – again – who and what I want to be or, more accurately, continue becoming. Being frugal’s been kind of important as well. 😀

It’s important to note there are lots of large organizations who recognize the value of social for reaching out to, and communicating with, their current and potential customers. There are fewer, in my estimation (disclosure: I have not researched the numbers. I have, however, been observing for a long time) that appreciate the value of social to build community inside the firewall, let alone in the space they share with their suppliers/vendors.

At any rate, I haven’t given up entirely and I was gratified to be contacted by someone who interviewed me on the subject nearly 2 years ago. He asked if the audio could be used in a couple other blogs and sent me a link to it. Frankly, I had completely forgottenI did the interview. Also, inasmuch as I am now doing some editing/proofreading professionally, I was a tad dismayed to read the copy that accompanied it, and I’ve asked for the opportunity to proofread these new publications prior to publication. I don’t believe I  had that opportunity with the first publication, which can be found here. Below is the Vimeo audio file with my interview. I don’t think I made a fool of myself. I’m hoping I actually make more sense today than I did back then. I’m gratified Dustin felt it was worthy of being repeated.

PS – I may no longer be a Chief BooMillennial Officer, but I do think I’m still an Emergineer and definitely a Serendipity Wrangler.


Important Stuff Happening Here!

Installation Marketing - Lowe's

Hey! Guess What I’m Doing Inside.

As I was leaving my house yesterday to go pick up my daughters from school, I noticed a sign reminiscent of the political signs that had been so ubiquitous in my town for the past month or so. This one was in my neighbor’s yard, stuck in the median grassy area between the sidewalk and the street. Although I wanted a picture of it for this blog, I was in a bit of a hurry to get my oldest and had to continue on. I was pleased to find, upon returning to drop her off, it was still there. I got out of my vehicle for a moment and snapped this picture before going after my younger one.

Right after I saw it, though, I found myself wondering if there was a way I could do something like this. My first thought was I should have a big sign I can raise on my roof that says things like “Rick writing here!”, “Rick editing text in progress”, “Rick proofreading a blog post right now”. Now that I think of it, I doubt that’s a very good idea. Actually, the city would likely frown on it and I’d soon find myself at odds with the very people I wish to work more closely with. There’s likely an ordinance prohibiting it. Scratch that.

So, how about this? In keeping with my theme of being a Senior Inspector of the U.S. Grammar Police, I’m thinking when I go to someone’s house or office I should put up some yellow plastic tape that reads “Possible Literary Crime Scene. Do Not Cross!” How’s that sound? Any better ideas?


People ARE Talking. Are YOU Listening?

Infoweek Cover

Yes. They Are. You Need to be Paying Attention.

The title of this post used to be the tag line I put on my business card. It’s still on the vehicle sign that covers the rear window of my Honda Pilot, and it’s still in my Facebook Fan Page’s “about” section. The first paragraph of that section continues, “Your company – your brand – is being discussed publicly. Don’t you think you should join the conversation?”

Information Week made it the cover story of their June 25, 2012 edition and I pointed out the similarity in a graphic I created and posted on my Facebook Fan Page. In some respects, we weren’t quite talking about the same thing, though, but they’re closely related. Their article focuses on sentiment analysis and my thoughts were more directed toward overall engagement, which includes sentiment analysis. They are also far more attuned to the needs of larger brands, whereas my concern is for small businesses and the value they can get from what I see as the proper use of social media.

Today I was pointed to an article by Brian Solis of the Altimeter Group, entitled “Why Digital Influence is So Important“. Brian discusses the value of shared experiences, the building of trust, and the spread of influential content, pointing out the value of online recommendations from people we know and trust. He concludes with the following questions: “Do you know what’s being said about your business? And who’s saying it? How are you getting closer to your customer by examining your digital influence?”

Now the reason I bring this up is there are a number of people here in Simi Valley who have created Facebook groups designed to help us communicate or promote local businesses or both. One of the activities that’s taking place is what some call “Cash Mobs“. We are trying to pick out small, independently owned businesses that we might be able to help out (at least with their cash flow) by patronizing them.

As a result of this, one of the members suggested a location that might be able to use a small infusion of business and, consequently, cash. Since I have been trying to get locals to realize the value of using mostly free platforms, services, and apps to market and publicize their businesses, I’m always wondering how well certain ones are doing this. So I decided to check out this particular business with respect to a few things I think it could (or should) be doing.

I didn’t do extensive research, but I did find out some things I think are interesting in light of what Brian has to say about digital influence, as well as what I know about it from my research and experience. What I found was the following:

  • They have a Facebook fan page but do very little with it. The page has 45 likes and 10 people have gone to the trouble of checking in there.
  • They haven’t bothered to claim their venue on Foursquare (a very simple process) and, even though 30 people have checked in a total of 106 times (that’s an average of 3 times per person; an indication of some loyalty), they cannot create specials to reward that loyalty and, perhaps, entice more people to try them out.
  • They also have two listings in Yelp but have yet to claim either of them. Were they to do so, they would be able to correct one of the listings, as well as provide accurate information on what it is they do. What they do have is four (two for each listing) high quality, five-star reviews for their establishment. I say high-quality because all of the reviewers have numerous friends and have posted multiple reviews in Yelp.
  • I also checked Yahoo Local (basic minimum listing), Bing Local (basic listing w/two of the Yelp reviews), and they don’t show up at all in Google+ Local.

So what’s wrong with this picture? Here’s another quote from Brian:

“In the end, people are at the center of your business. And connections are the ties that bind in social media. Your next step is to see what people are saying or what they’re not saying about your business to learn how you can become part of the conversation and ultimately part of the decision making process.”

My contention is that by not taking the small amount of time required to at least claim venues and ensure they are completely populated with information about your business, you are showing you don’t really care what people are saying about you. Your absence from Yelp means you lose the ability to both thank people who take the time to say something nice about you, and to respond to those who take the time to report a problem they may have had. Without Foursquare you lose the ability to create specials designed to reward loyalty from current customers who are using the service and to entice new customers to try you out.

Even if you’re reading the reviews on Yelp and the tips on Foursquare (and it’s highly likely you aren’t) you have no possibility of “becoming part of the conversation and ultimately part of the decision making process.”

There’s another factor as well, which Brian discusses in his article. When people check in to your business on Facebook or Foursquare or Yelp, which they can do with their smart phones, tablets, and laptops there is always the chance some of their friends will see where they are or where they’ve been. Since the most trusted method of referral is that received from a friend, either online or in person, every business that doesn’t take advantage of these tools is shortchanging themselves. There are other issues having to do with gamification, peer response, and virality but we’ll leave them alone for now. They are important to fully understanding how to use each of these applications, but they don’t matter one bit if your business isn’t using them at even their most basic level.

In this economy I’m of the opinion not taking advantage of free marketing seems almost criminal and, while the tools may change as time goes by, the concepts aren’t going anywhere. What are you doing about it?


I’m Selling Cars

Signing up Test Drivers

Here’s Where The Paperwork Gets Done

Now, everyone knows that Ford Motor Company is doing one hell of a job embracing technology and, especially, digital and social media. Scott Monty has been leading the way and doing a pretty good job of it. Now I’m selling cars; Fords to be exact.

I’m not actually a car salesman, but I have a Ford dealership as a client. This is the biggest weekend of the year and it’s being kicked off with a yearly event meant to raise money for two local high schools. It’s called Drive One 4UR School and, for every qualified driver who comes in a test drives a new Ford, $20 (up to a maximum of $6,000) is donated to either Royal or Simi Valley High School. There is no sales pressure and the only requirement is to fill out a very short form before taking out the car, and answering a few questions on a survey after returning. That’s it.

So, as part of my efforts on behalf of Simi Valley Ford I have been spending more and more time on the premises. I told the President I didn’t believe I could do a credible job of representing his organization if I wasn’t somewhat a part of it, so he agreed to give me access to an office and a computer so I can be here, even if I’m actually working on other stuff.

I’ve been working on the test drive program a bit, and even took out a 2013 Mustang for a long and varied test drive. I’ve done a little bit of video that I’ll soon edit and put up on our Facebook fan page. I’m hoping to get a YouTube channel for us. Unfortunately, for now it would be blocked here on the premises, which I’ve been trying to get changed . . . so far unsuccessfully.

Right now I’m just enjoying being around a retail marketing event; something I’ve not experienced in this capacity for decades.  There’s Motown playing on a large sound system, American flags on all the vehicles, the weather is spectacular, and I’m sitting in my office waiting for a networking event (co-sponsored with the local Chamber of Commerce) to begin.

I’m going to have to leave early to attend open house for my 8 year old and then I’ll be back again tomorrow. I plan on spending time here over the weekend as well. That will also be something I haven’t done in years, although I work at home constantly . . . so it shouldn’t be all that weird. Ah – The Shirelles singing Carole King’s “Will You Still Love Me Tomorrow?”. Guess I’ll find out!


%d bloggers like this: