S&MM SoundOff

Making an Especially Positive Connection

By Mike McCue, Editor in Chief, Sales & Marketing Management

Every day, as I get deluged with e-mails from increasingly obscure and specialized organizations, I marvel at the way modern life allows us to define ourselves to the smallest detail. I haven't checked, but I can honestly say I wouldn't be surprised if there is a group out there comprised of trade press editors with brown hair and hazel eyes. (If there is, please don’t e-mail me with an invitation to join.)

But once in a while, I see something that makes me happy we’re all able to connect with each other the way we are. That happened last week, when I first became aware of www.GettingHired.com, a job portal and social networking tool that connects job seekers with disabilities to employers, vendors and advocacy groups who specialize in the specific needs of that market.

The 23 million Americans with disabilities are a largely untapped pool of talent, so GeetingHired.com’s ability to identify their skills, talents and experience, prepare them for interviews, and then connect them with employers, is one of those great ideas whose time is long overdue.

The official site launches on October 22 to coincide with the start of the National Disability Employment Awareness Month, so be sure to keep it in mind the next time you have an opening!

Don't Believe the Hype

Recently, I had the opportunity to try out a new widely popular cell
phone belonging to a friend of mine. After going through all of the
highly publicized features and applications, I quickly came to realize
that my current laptop computer, not coincidentally, can perform the
exact same menial tasks and boast thousands more features than this cell
phone. But, what got me really thinking was that my laptop costs only a
few hundred dollars more than the phone--and that's not including the
service plan!

As I tried to explain this to my friend, he was unable to stop his
fixation on the fact that it made him " cool" and how much the media
claims it's revolutionary. That was when I knew that my friend had
become the victim of the hype monster.

Now, there's a difference between publicity and hype-- there is the
excellence expectation with the latter. Overly-hyped products are not
only dangerous (is this the right word?) to the consumer, but it can
also to the promoting organization. For many companies, having a large
amount of push means boosted sales, company recognition and consumer
loyalty. But this is not always the case, as many products can end up
significantly underwhelming the consumer and potentially hurt sales, the
company, the related industry and future hyped products.

Fortunately, for some companies, the hype around a product can be so
large that it protects against complete failure and salvages the
company's reputation. A great example is Sony's Playstation 3. Despite
lackluster reviews, a steep price tag and being panned by the New York
Times, its hype was so great that millions of consumers still purchased
it.

As for my friend's phone- I knew that no matter how good or poor the
reviews, this product would be successful from its hype alone. I just
let him know that next time he's going to spend $600-plus on a product
to make sure its because he alone wants it, not because everyone else
does.

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

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?

Brand In the Mirror

Marketers are getting pretty creative when it comes to using cell phones to reinforce their brands. 

A couple years ago, Nextel and NASCAR teamed up to offer branded cell phones featuring race car themes and their latest gadget, the Nextel FanView, allows auto racing fans to view streaming video and hear audio of the drivers in the race. However, it’s a niche product and doesn’t appear to have mass appeal.

Personally, I view my cell phone strictly as a utilitarian device for making and receiving calls, and I prefer to watch sports on a huge television in the comfort of my living room.

But I recently discovered a unique marketing tool that will prove useful to a much wider audience: a cell phone mirror. Brandscell has created a stick-on mirror that can be customized with your company’s logo. Your business is sure to win face time whenever someone checks their physical appearance in the cell phone’s mirror. Plus, I think it's a handy way to make your brand stick in the minds of people.

What’s your take? Please share your viewpoint with us.

In the pages of S&MM, you’ll find creative ways to stretch your marketing dollar, such as novelty flipbooks and customized cookies.

In the Bag

Air travel can be hectic, and if you’re like me, trying to find your luggage at the baggage claim can be the worst part of the journey.

Well, take heart my friends. I’ve found a clever solution to our little problem, and no, I’m not going to suggest tying a bright red ribbon to the bag’s handle. Haven't you noticed how many people are looking for that same black Samsonite with the red ribbon on the handle?

This year, I’m buying one of the new brightly-colored offerings on the market. Luggage manufacturers such as Tumi, L.L. Bean, and Samsonite are rolling out travel gear in shades of hot pink, sunny yellow, steel gray, and even camouflage. A neon green duffel bag is guaranteed to stand out amid the piles of black bags rotating on the airport’s carousel. (For more on the latest innovation in luggage click here.)

Colorful bags aren’t for the faint of heart or staunch conservative, but they are a creative way to get you in and out of the airport in record time.

Tell us what you think. Would you buy a colorful piece of luggage? Do you have other tips to lessen the burden of business travel?

Rainmaker or All Washed Up?

While surfing the Web, I came across this interesting new gadget that could prove to be an innovative way of doing business, or at least, will likely impress your next prospective client.

It’s a digital business card that’s the size of a credit card and weighs just a couple ounces. The device streams audio and video on a flat color screen with speakers and a navigation button.

I immediately wanted one, but it’s only available to companies who order in bulk.

For business owners, this high-tech business card prove a valuable tool in generating sales leads, wooing prospects, and promoting new products or services. At $25 per card, it’s a pricey investment that doesn’t guarantee a return.

There’s plenty of gimmicks out there to lock in high-value customers, but is this the best way to grab a prospect's attention?

The Things We'll Do for an iPod

Simultaneous to its introduction were consumer marketing programs proclaiming a new nano was waiting for you if you took advantage of special offers. Now, the nano joins the shuffle, the mini, and the original iPod as the incentive of choice among consumer-hungry marketers. The world has caught iPod fever, and S&MM isn't immune. Two of our staffers recently took the bait, but with very different results.

Corris, our online editor, recently tried to get an iPod from a viral marketing program. Here's her take:

"I've always been fond of the F-word. No, not that F-word. Free. :-) But here's a case where free wasn't exactly free. The other day while helping set up this blog, I came across an article discussing how a marketer created buzz in the blogging community by offering free iPods. This definitely piqued my interest since it included the all-important keyword (free), and I wanted a new and much lighter nano to bop down the street with. I logged onto their Web site and discovered their plan right away.

Here's the deal: You must sign up for one of their advertised offers--I chose online movie rentals at Blockbuster.com--and convince five of your friends to do the same. Then the nano will be shipped to your address. I admit, I bought the idea hook, line, and sinker and encouraged scores of friends and family to sign up. You know what I got? Absolutely nothing. My friends signed up, but didn't complete the offers required to get the iPod. Now I'll never know if the marketer actually gives away iPods or not.

However, I am very happy with my online movie rentals and won't cancel the offer like I had originally planned. The marketer accomplished its mission: to lure customers into trying out its services. In hindsight, though, marketing practices like this look pretty sketchy."

So the marketer got what it wanted: Corris' business--without even rewarding her. But Julie, our editorial intern, had a different experience, and one that left a bad taste in her mouth:

"I recently received an iPod shuffle for opening a new checking account this summer. However the good feelings I had from receiving the iPod quickly faded as the account--and the iPod--started causing problems. When I opened the account, I closed an existing savings account with the same bank and transferred the money into the new one. In the first week alone, I made several phone calls and visits to the bank because it failed to close the account or transfer the funds as I originally requested. My online account was also frozen, although there was no reason for it to be. The bank's employees were reluctant to help me solve the problems, and the customer service was far from acceptable.

Once the iPod arrived, my frustration was renewed. I had to buy a USB extender so the iPod would fit into my computer, as well as spend time converting WMA files into mp3 files before I could use it. So the iPod was not exactly free. Once my account has been active for the required six months, I will no longer be a customer."

In both cases, the incentives acted as the lure, but at what cost? Are customers who don't intend to stick around worth the marketing dollars? And while Blockbuster.com got a new customer despite Corris not getting the intended incentive, what do you do with angry customers who have to jump through hoops to claim their rewards-or suffer poor service once they're hooked? Smaller businesses, especially, have to think hard about these kinds of incentives because they have more to lose from a bad marketing investment as they compete with the big players.

What's your take on this--good marketing ploy, or perfect way to tick off customers?