August 2014

Time4Reflection

When did advertising become a naughty word?

Most of us skip ads on TV, complain about them in the newspaper, fuss about them on billboards while driving down the highway, change channels when they come on the radio, and get irritated when they pop up on a favorite web site. That isn't even to mention the ones that are displayed in magazines, pulled behind airplanes at football games (starting this weekend), shown on the stalls at the neighborhood restaurant bathrooms, and we're just getting started.

People hate ads.

That's why it's so fun to be in advertising. It's a competition. A game.

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GAME ON!

How2Play the Game

Can we get your attention and interrupt you? Or will you stay on track and avoid our message?

People actually appreciate the good advertisements. Really. A well placed billboard for a restaurant at an exit when you are hungry is just right. An ad for that perfect pair of shoes on the web site you visited a few weeks back may be just the ticket. A radio spot that uses the "theatre of the mind" or the early February TV commercials that keep getting interrupted by that silly football game are both examples of the appreciation the American public has for advertising.

I've been told I'm weird before so you won't hurt my feelings, but I love advertising. There I said it. I love when a message is clear, clean, and makes me think. I love when someone tells a story or catches me off guard. I am thankful when I am on the highway running too low on gas and the sign up ahead tells me how much it costs.

Admit it - when it's good, you like advertising too. When it's good that is.

So embrace advertising - don't call everything marketing or communications. Advertise. It's good for business - when it is done right, well, and smartly.

July 2014

Another Help Thought2Share

Our advertising and marketing agency is located in scenic Downtown Roanoke (www.visitroanokeva.com). With our on street entrance, we have the pleasure of watching people parallel park. There are a lot of different ways to tackle this often challenging task. (My dad taught me the right way, so message me if you want some tips.)

I find humor in watching people determined to get their car into a spot even though they are too far away from the curb or too near another vehicle. Sometimes drivers will see an open spot, but they just can't get their cars to do what they want them to. Squeeze. Turn. Squeeze. Turn. It's just not going to work.

The best course of action with parallel parking when you have a bad approach is to pull out of the space and start all over.

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Editor's Note: While this is a genuine example of Bruce's fine parallel parking skills, there was no witness to how many tries it took him to get it right.

Use This Idea4Problem Solving

If you've started your parking approach with a bad angle or a missed mark, stop right there. Be bold. Go back to the beginning and take a new line (even if people are watching you or the person in the passenger seat is giving you a hard time).

It's the same with a creative challenge, an issue with one of your clients or a problem you have to solve. Before you get locked into an absolute plan, consider if it wouldn't be wiser to back out from the bad angle and start anew. Often I find a new look on a perplexing situation gives me the inspiration to find the right solution or the perfect fit.

That's a principle that holds true whether it is in my "Imported from Detroit" Chrysler or with a work predicament that has our team stumped.

June 2014

Another Help Thought2Share

Have you ever tried to help someone who didn't think they needed it? How did that work out for you?

Generally speaking, as we go about our days trying to pay it forward, we are greeted with appreciation and sometimes even acknowledgement. That feels good and it's one of the reasons (if we are honest) many of us help others. Helping others just feels good.

Help4Your Business

So often the principles that guide us through life translate simply into developing a business and establishing a professional reputation or brand. Here's something that has taken me years to learn. It's a lesson I must remind myself on a (more than I'd like to publicly admit) regular basis.

You can only genuinely help organizations that want your help.

No matter how good your recipe is, how skilled you craft that piece of furniture, how clean you make your store, or how much training you've received to practice your medical procedure, if your recipient isn't ready to accept your help or insights, there is no reason to offer it.

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"I'm the best tooth cleaner this side of the swamp.Is that a... feather?"

Through the years I have made the mistake of putting concepts, creative ideas, best practices and new measures in front of scores of people when they were not ready to hear them. Being early is great when it is a 2pm appointment. Being early with guidance and help is not such a good course of action in business.

It's important to be available and willing to help. It's even more important to know when to offer it. Oh, and try not to take it personally when they decide not to ask - that may be the toughest lesson in this month's issue...

May 2014

When they Ask4Help

Sometimes it's a phone call or an email. Every once in a while someone will text me or stop me on the street.

Usually it starts with, "Hey Bruce, do you know someone who...?"

With a little thought and some memory triggers, I am able to suggest a person who can help with insurance, a great woman who does event planning, a scavenger who can find a hard to track down object, a guy who is amazing at making puppets or murals or whatever else it is.

Generally it takes just a little thought for others to build your library of helpers. Do that first and as you connect resources to the people who need them, you'll get some indirect benefit as well.

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Connect2Grow

When you connect people to others you help both parties. Yes, that's a simple concept. If you want to grow your business, one of the best first steps you can take is selflessly and purposefully linking others. You don't do it to directly build sales. That becomes a bi-product of your development as a resource to others in need.

It's rather transparent if you're in it for yourself. Trust me - that rarely works.

Building your library of trusted helpers and making those connections and introductions is a smart way to bring value to your relationships - in and out of the work place.

April 2014

Water Goes Where it Wants2Go

Earlier this month Beth Kolnok from our office went on what looked like a really cool hike. Those of you from around Roanoke know there are an amazing number of trails in the area. I was intrigued by this particular one because of two reasons - it was a bit off the beaten path & the payoff was the amazing view of a large waterfall. I decided to pack my backpack and try out this trail myself.

I've always loved waterfalls - I can stare at them for quite a while.

As I sat at the overlook and peered down at the Bottom Creek Gorge, I noticed the water making its own path down the mountain's ledge. Industrious people through history have figured many ways to harness the power of water.

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Another Simple Example4Your Business

Our businesses are a lot like the path of water.

Like water, your business may flow in a natural direction, picking up speed as you move forward - often faster than you desire. Until you redirect, harness, and capitalize on the power generated, you're likely to watch it race out of control. Just as it takes planning to build a dam or a canal, you need to put thought into where you want your business to go. Directing your efforts to maximize the power at your disposal, your business will have a better chance to succeed.

Back in my days as a sales manager, I had several reps share concerns in regards to their "account list". If they were serious about improving their list, I'd spend time with them - coaching them to create a different one. Whether you are in sales, management or support, there is no reason to be a victim of the rush of business, instead direct your efforts into where you'd like to see your business thrive.

Let it flow.

March 2014

Um, You May Want2Tell Someone

Recently a friend invited me to a very interesting wine dinner. I'd never been to one before and didn't really know what to expect until I got there. Basically, the winemaker explains the process of how they create the different flavors in each wine. During the meal, he and chef at the restaurant pair a specific wine designed to bring out the best flavors with each course.

Five amazing food courses.Five delicious wines to taste.

The group was seated at a long table and I happened to be seated near the winemaker. Being naturally curious, I asked him where most of his wine could be purchased. He told me the breakdown of sales - a percentage is sold at restaurants, another through grocery stores around the country, and obviously a large amount is purchased at the winery itself. The owner of the restaurant then chimed in --- "We sell it here." She then pointed to the shelves in the back of the restaurant which were full of bottles of wine.

One of the guests perked up and said, "I didn't know you sold wine here." I thought it was a decoration myself.

The End of the Story Just4You

Other patrons spoke up in agreement. Few knew that the restaurant sold wine for off premises use. A quick survey revealed about 15 of the 18 people had no idea. Most people bought some wine that night. These were some of the best customers of this restaurant - I myself have eaten there at least ten times - and about 80% had no idea they could buy a nice bottle of wine to take home. The lesson was real.

You have to tell people what you do. Then you have to remind them. Then you'd better tell them again. What you think is obvious may actually be news, even to many of your best customers.