S&MM SoundOff

Catch This Virus

Viral marketing has received such a bad rap. The term sounds like a disease you don't want to catch.

However, viral marketing, or word-of-mouth marketing, can be a great way to generate interest in your product or service. Take the new Samuel L. Jackson flick, Snakes on a Plane. While the title alone hints of a movie meant to go straight to DVD, the new action film took the top box-office spot its opening weekend, boosted by online buzz.

Who on Earth would go see this movie? At least enough people for Snakes on a Plane to rake in about $20.3 million to date.

One of the reasons for its success is this Web site where Samuel L. Jackson "calls up" your unsuspecting friend or coworker telling them to go see Snakes on a Plane. Talk about a viral marketing campaign gone right! (Try it out here)

This isn't your average pre-recorded message from a celebrity either. It's a personalized message each time the phone rings. I tested it out and each time the results were dead on! My brother got a call from Jackson and he later wondered, "How did he know I have tattoos?!!" Another call from Jackson to my coworker ignited laughter when he called her a gym rat. 

This viral marketing campaign definitely stirred up interest in the movie, no matter how bad it might be, though in the end the buzz may not have been enough to meet the high expectations of studio executives. (Check out this New York Times article.)

Nevertheless, the marketing strategy still captured movie fans' interest. Do you have a positive viral marketing experience to share? Tell us about it.

Plus, don't forget to enter our Smart Sweepstakes in celebration of the launch of our new Web portal: www.ManageSmarter.com.

Forbes Forgets Women Work, Read Magazines, Spend Money

I'm a woman. I graduated from a four-year university. I work more than 35 hours per week in an office. I expect to make over $30,000 this year. So Forbes's Michael Noer has decided his readers (apparently, all male) shouldn't marry me.

Why? According to Noer, I'm less likely to be faithful, have children, and clean the house; my husband is more likely to get sick. We'll probably both be less happy than if he had married a high school dropout who earns less money than her husband and spends most of her time in the home.

Thanks, Forbes. And I'm glad that as the "Home Page for the World's Business Leaders," you have chosen to ignore and alienate twenty of the Fortune 1000 CEOs, 35 percent of all MBA candidates, and over 6.5 million business owners--all of whom are women. You'd think a struggling magazine recently forced to sell 40 percent of its shares to Bono would recognize the error in offending the female public, which makes up 35 percent of its online audience.

Forbes.com may have increased its site traffic by posting a controversial article, now coupled with a weak rebuttal from a female staffer in the wake of blog-fueled outrage. But the sting of "Don't Marry Career Women" won't fade for enterprising, successful, hard-working businesswomen who already struggle to balance work with their personal lives. We don't need chauvinistic articles that relegate us to male conveniences and fail to address us as readers--and we'll realize we don't need Forbes. One day or even one week of amped-up page views for Forbes.com can't offset the inevitable backlash from its current female audience. This self-proclaimed capitalist tool may have just kissed away its skirt-wearing target market.

Way Too Much Information

Let me paraphrase a line from my favorite comic, Chris Rock -– I love people, but I hate them on the cell phone.  I am astounded by how insular and rude people can be.  Here are three scenarios from my recent business trip:

“The name is STRAUS. S-T-R-A-U-S,” bellowed the fellow sitting near me (and many others).  He waved his arms, grimaced, looked at the ceiling, rolled his eyes, and, I suppose, assumed we all empathized with the exasperation of dealing with someone he deemed subhuman at the other end of his Bluetooth earpiece.  I think he misread the situation.

While waiting in this crowded area for the flight to board, a lady moved closer to me, either in search of a clearer signal or so I could be privy to a private conversation about her sleeping habits.

“Oh, it’s not your fault, I forgot to set my alarm.  I’m not mad at you.”  Can't she find reception anywhere else?

On a delayed flight, while waiting to get ATC clearance, a teenager across the aisle was trying to explain to her mother why she was going to be late.  She kept saying she couldn’t understand what her mom was saying--so, unbelievably, she put her mom on speakerphone.  Did she think that we would all pitch in and help her to decode her mother’s garbled words?

When I teach, I discuss the imminence of cell phone marketing.  Many feel that it won’t work because it’s too intrusive, but I’m not so sure.  Intrusive seems to be the name of the game.  What was it I heard long ago, something about the medium being the message?

--Scott Hornstein

Blog Me Up, Scotty!

With news of Enron’s Kenneth Lay’s death, “Ding, dong the witch is dead” was probably not the phrase that many were singing from their rooftops last week. Those who lost their entire retirement savings because of Lay’s exploits probably feel cheated that this man will never face prison for his crimes of conspiracy and fraud, leaving justice unserved. But is that really an excuse for the wild theories about his death that have been flying around the Internet? 

According to a USAToday article, bloggers flooded the Web with their own versions of conspiracies of Lay’s death within an hour of the news. While news events have always had a flair for sparking conspiracy theories, blogs sped up this phenomenon. Enron victims and web enthusiasts alike began to develop their own conclusions about Lay’s death and proceeded to post them online for the world to see, no matter how ridiculously fantastical. Reports ranged from minor myths, saying that Lay used his stolen wealth to pay a mortician to fake his death, to extreme absurdity, declaring that Lay went so far as to kill a look-alike and then assumed his identity.

Oh come on!  Why don’t you just say that Lay was snatched up by aliens and they left a mold of his body so the world wouldn’t suspect the coming invasion of the little green men? This is an example of what happens when blogs get out of hand.  While these posts were not likely circulated on reputable sites, this event shows the need for effective communication and accurate information on company blogs. Managers should supervise and approve blog posts so misinformation and rumors do not spread.

Blogs are valuable modern assets.  They should be used to promote and circulate ideas that enhance thought and knowledge, not as a breeding pool for gossip. When used properly in business, blogs can help open minds, expand viewpoints, and share successful new strategies.

Share the wealth of your own successful blog strategies on S&MM SoundOff, then read Good, Better, Best Practices on S&MM to see how one manager boosted company performance after guiding his employees to effective blogging.

Smart Charity

When is a donation more than a donation? When it’s a $31 billion donation.

If you’ve been following the news, you’ve probably heard that Warren Buffett, the world’s second richest man, recently committed to donating 85 percent of his stock in Berkshire Hathaway to five charities, with most of it going to the Bill and Melinda Gates Foundation.

Unsurprisingly, even as a philanthropist, Buffet remains a savvy investor. As Daniel Gross at Slate points out, the donation is both generous and smart. Buffett is famous for making wise investments and not rearranging the companies he buys. The same is true here. Instead of starting his own charity, he’s saving on start-up and overhead costs by giving his money to an established organization. Rather than waste time figuring out where his money is most needed, he trusts the Gates Foundation to decide for him. And without micromanaging, Buffett also exerts some control over his gift by making sure that each installment of his donation is spent within a year. This ensures that his billions aren’t held up in low return bonds, but used immediately to help people.

A good business sense always comes out, even in charity. Check out this S&MM article to see smart selling in action.

EZ Pass for Business Travel

Frequent business travelers rejoice! Gone are the days of long lines at airport security checkpoints. A national rollout of the Transportation Security Administration's Registered Traveler program this month is the answer to our prayers. Or is it?

Airline passengers seeking to whiz past security will need to sign up for the registered traveler program, provide biometric information, and then pay an annual fee of $80 to $100. So far, a private company called Verified Identity Pass is the only provider in the expedited travel game.

I don't know about you, but I'm still on the fence about this service. Who wouldn't love to be able to skip the long lines at the airport? Not to mention the humbling public shoe removal we all go through to fly.

However, I'm more concerned that giving out my personal information could expose me to fraudulent activity, and that this new program may divert attention from key security issues. I'm not the only one who feels this way, The New York Times reported an airline trade association is seeking a boycott of the registered traveler program on the grounds that it would drain government resources.

For many executives, the long wait times that accompany business travel is just the nature of the beast. In S&MM's Business Travel survey (subscription required), we discovered airport security delays are a major concern for sales and marketing professionals who hit the road. So, tell us what you think. Is the registered traveler program a good idea?

What's Your Motivation?

Let's be honest. How many of you struggle to get out of bed and then somehow you drag yourself into work? Welcome to the club!

In the morning, sometimes my only motivation for leaving the house on a weekday is a decent paycheck, a large iced coffee, and the camaraderie of my coworkers. Other times it's because I love my job and find it satisfying. (I hope my boss is reading this.)

While grudgingly preparing for work today, I was watching the Today Show and saw a guy who really knows how to motivate people.

Judson Laipply is an "inspirational comedian" who is gaining widespread popularity after a video of his act called the "Evolution of Dance" became a major hit and one of the most downloaded videos on the Internet.

Laipply's motivational message is pretty simple: The first step to creating the life you want is to understand the simple idea that life is change, according to his Web site. He illustrates this change in his video through a sequence of dance moves from various decades. It's pretty funny! And today, I couldn't wait to get to work to share it with my coworkers.

We here at S&MM understand that motivation is a key factor in the success of sales and marketing professionals. On our Web site, you'll learn how empowered employees can help close deals, ways to incentivize your staff, and so much more.

Now it's your turn. What's your motivation? Do you have a surefire way to motivate your staff? Share it with us.

Are You Paula, Randy, or Simon?

I’ll admit it—I’m a diehard American Idol viewer. It has been my guilty pleasure for the past five seasons. But I didn’t realize that I could take management lessons away from the show until I saw this Monster Poll on which Idol judge most resembles your boss.

The slight majority of polltakers said their bosses were most like Randy Jackson, the judge who doles out the best balance of praise and criticism. That’s the good news. The bad? More than twice as many people have bosses who are harsh critics rather than cheerleaders: 33 percent say their bosses are like the abrasive Simon Cowell (who isn’t afraid to hurl insults), while 14 percent have managers like Paula Abdul, who is almost always supportive and emotionally invested (as seen in her teary reactions whenever a contestant gets voted off).

The nature of the competition itself provides a lot of insight into talent management as well. Most people were shocked when Chris Daughtry, a rocker who many believed could take the whole competition, was kicked off a few weeks ago. It showed that no candidate is ever a sure thing: Your top sellers, for instance, may not be gifted for management, or a top performer in one industry may not find success in another. Chris’ vote-off also proceeded one of his weaker performances, and despite his past stellar showings, he wasn’t spared by the audience. In the often-harsh world of sales, bungling one opportunity could cost sellers their jobs. But in Chris’s case, I wondered whether he would have redeemed himself if given another week.

Of course, when it comes down to it, American Idol is a reality show that no more mirrors reality than Donald Trump mirrors Jack Welch. But you can still scrape together some take-aways to justify your guilty-pleasure viewings. Are you a well-balanced boss like Randy? Or do you manage your salespeople as if they’ve only got one shot?

For more effective management strategies, visit our management section.

Getting Your Zzz’s on the Road

I’m what you would call a nervous traveler.

It’s not that I don’t like to travel, but getting on an airplane makes me tense. Even worse are the long flights that take me someplace where I am either six hours ahead or four hours behind my normal time zone. But the traveling part aside, what really is in the back of my mind is: Will I be able to get some sleep!?

My doctor would often tell me to pop a few Sudafed’s to get drowsy, but that never worked. Today, there are sleeping aids that claim to have nearly no morning groggy side effects so long as you follow the strict directions on the label. I’m sold!

But this revelation hit a snag this week.

A popular anti-insomnia medication, Ambien, which is taken by many travelers (26.5 million prescriptions were filled last year), was linked to short-term memory loss leading to increased traffic arrests and uncontrollable binge eating.

I know that some of you road warriors may be in the same boat as I am when it comes to catching your Zzz’s on the road. Do you have any tips for other travelers who may not want to take sleep aids and risk all those side effects?

For tips on getting sleep in the road read: Catching Some Shut-Eye

Marketing Guru Scott Hornstein Sounds Off: The Purpose-Driven Blog

I understand the derivation of the term “blog”, and I am actively engaged in postings, but I’m here to tell you it’s a horrible word.

It is absolutely inelegant. It sounds like an intestinal virus or perhaps an act of criminal mischief (“they blogged him from behind and took his wallet”). A blogger sounds like Cockney for “creep”, or a curse that Malfoy might hurl at Harry Potter during a heated quarter of Quidditch (“Blog you, Harry Potter”). B-log might be the handle for an interactive rapper (a new angle, like the Hasidic ska guy). Or, short for a blithering ogre.

What variations occur to you?

But whatever the name, its potential to deliver meaningful ideas and be a conduit for dialog, whether with peers, prospects or customers, is virtually untapped.

Blogs have an important future contributing to the maintenance of brand and competitive differentiation. Their immediacy and interactivity will become a powerful lever in establishing trust and respect in customer communications. And trust and respect answer to a higher calling than simple satisfaction. As a wise man once said, I am satisfied with my laptop. Do I trust it? No way.

Read the S&MM article "Express Yourself" about how managers are using blogs.