Perspectives Blog

Perspective 89: Stop Direct Competing! | Brisbane St Bistro | 10 Facebook BooBoos | Win Tix

Wed, 23 May 2012 23:42:00 GMT

This is the last email in the series for Operation Unique so let's make it fun!

In past weeks we've looked at why it's essential to deliver a point of difference and how to make it work for you.

Today's lesson is quick.

If you're competing directly with another company because you're so much alike, then you must stop being so much alike to end and win the competition.

Always looking for a way to enhance the experience or remove a barrier that your current competitor hasn't yet recognised will give you the upper hand.

From this point you need only focus on communicating your point of difference - it could be the ultimate selling point.

You may even find that whilst you're competing locally now, the point of difference could be enough to start snagging business from abroad!

Here are some examples:

Tom's Shoes - for every pair of shoes you buy they'll give another pair to children in South America and Africa.

Success? Yup, they are achieving. In 2006, they gave away 10,000 shoes. By September 2010, they've given away a total of one million shoes to those in need, gifted by the purchase of others!

Dinner in the Sky - where else can you have dinner suspended in mid air?

It's a point of difference no restaurant can match. And with this now located in over thirty countries around the world, they're making an impact!

Bonorong Wildlife Sanctuary - Bonorong in Tasmania is not a zoo.

They are "a sanctuary specialising in the care and rehabilitation of orphaned and injured wildlife while giving you an up-close and personal experience." They run a volunteer training service for the general public to become wildlife first aiders. They have over 300 people trained to react to a call out of which they receive 1000 calls per year asking for assistance. It's about enhancing the lives of wildlife all round.

The Point: Competing with a competitor on a daily basis is rarely the best thing for your business and holds you back from sharing the things that are really unique about you. Identify one or two things that set you apart, look straight ahead and just keep clearing your individual hurdles. Eventually you'll look back and realise you're owning the race.

5 Days of Innovation

We're excited to announce that we've got two tickets to The Great Debate to give away, valued at $150!

All you have to do is head over to our Facebook page and type on the wall '5 Days'. This will give you an entry, and the winner will be announced on Sunday night (May 27).

This event will be opened by the Premier of Tasmania, and the debate topic is 'Can technology save the current economy?' - this is something that you don't want to miss!

And if any of the other events have caught your eye, click on the image where you can find out more and even reserve your seat.

Tasmanian Workshops in June

We’d love to see each and every one of Tassie’s 30,000 small businesses armed with the knowledge to become a brand people love, so that’s why we’re bringing the information to your doorstep. This is your chance to break down some barriers, solve some every day challenges and supercharge your future with the simplified resources as used by the worlds leading brands.

We’ll break down the misconceptions and bad habits that stop us from enjoying an effective business driven by natural momentum.

Let's get effective Tasmania! Tickets are now available for our Get Effective workshops in Devonport (June 12), Burnie (June 13), Launceston (June 20) & Hobart (June 21) workshops - but book early to so you too can get effective!

For more information on the workshops, click here.

Quote of the Week

TouchPoint Awards

The individual moments that leave impressions that matter

WooHoo of the Week - Brisbane Street Bistro
Thanks to our new team member Nick who told us of his visit to Tasmanian chef Terry Fiddler's Brisbane Street Bistro in Launceston, Tasmania.

After ordering a Casalae, and getting part way through it's devouring, the chef himself came to the table with an serving of red wine vinegar.

Nick was advised to add this extra red wine vinegar to the dish to reignite the tastes which it really did. This is an experience you rarely get in a restaurant. Once it hits the table that's usually the end of the delivery.

On this occasion it was a work in progress and the outcome was even better than the first impression.

BooBoo of the Week - A big list of Social Media BooBoos!
Facebook had a pretty bad week this week. The impression left by it's bad performance in the IPO will have some advertisers wonder if there is really value in advertising on social media (of course they should be measuring that for themselves). But it's not just Facebook themselves that had some hiccups. Check out some of the recent BooBoos on Facebook by Telstra, Australia Post, Red Rooster and more…

In closing….
Last week we were really excited to deliver a pilot program called iBrand which is focused on assisting teenagers leaving school to recognise the power of keeping their brand reputations intact so they have all the opportunities to do what they love in life. Thanks to Beacon Foundation and all the kids from across the state with whom we had a great time and I look forward to spreading the message further.

That's all for topics in Operation Unique. Next week we have a HUGE favour to ask of you. Huge... but quite possibly rewarding.

Thanks for reading and don't hesitate to tell us which topics you'd like to see covered.

Cheerio,

Rick Marton | Brand & Culture Architect

Perspective 88: Where did Woolworths go? | Luna Park | Target

Thu, 17 May 2012 02:18:00 GMT

The war has been on for a while between Coles and Woolworths, but while some say it's heating up, I'm likely to think that, at least for now, Coles is the victor.

They both sell groceries, they both have wonky trolleys, they both have checkouts.

So why would I choose one supermarket over the other?

One would have to offer me something the other one doesn't.

Up until now I've been a swinging shopper, but Coles has been slowly tapping away at me, weakening my defences and dare I say it…I'm becoming loyal.

A year ago I vowed to live the simple life and threw away both my FlyBuys and Everyday Rewards Cards. I couldn't be fussed waiting 3 years to get a voucher or worrying about when my points would expire and besides - I wanted freedom!

Now the space is changing. FlyBuys has had a massive push with international superstars and benefits that I can access today and down the track.

But it's not just a loyalty card that would get me to be loyal. Here are 5 lessons about being unique that we can learn from the supermarkets.

1. Neutralise the Competition
Woolworths always had the slogan "The Fresh Food People". The first sign of an attack on your brand is when a competitor seeks to neutralise the thing you pride yourself on.

In this case Coles sought to neutralise that competitive advantage with the 'There's no freshness like Coles' campaign. If only Woolworths had claimed "The Freshest Food People"!

2. Differentiate at every Chance
You'll never see an ad that says "We're Coles and you can buy groceries with us". That's stating the obvious, yet many businesses still run advertising campaigns that only tell people they exist.

"Down Down", My5, The FlyBuys iPhone App, "There's No Freshness Like Coles", Curtis Stone, Dawn French, new store fit outs and even the music that is slightly annoying but overall uplifting. These things are all part of the ongoing process to set the brand apart and it's doing so in leaps and bounds.

3. Show the Value without the Clutter
It's one thing to have a point of difference, it's another to make sure people actually value it. Flybuys has also been relaunched but it's not just a cosmetic makeover. Coles understood that the points expiry was something that damaged the customer experience. The points expiry has been removed. The wait for a reward seemed too far away to bother with for many people, so instant benefits were introduced. It's not just about promoting the unique value, but also about removing the hurdles that stop people enjoying your value.

4. Have a Backup!
If Woolworths is still Fresh, but "there's no freshness like Coles", why would I bother to go to Woolies?

A point of difference is important, but several are better just to make sure if your competitor steals yours you have something to fall back on.

5. Leverage from Partners
Flybuys powered by Coles (oh flip, I've started using their terminology), has increased their value to consumers by leveraging more partnerships with suppliers. It's something they have, that the other doesn't (or at least doesn't communicate well).

Whatever it is, if you have the ability to leverage from your suppliers and colleagues, do so because it gives you a unique edge.

Well that about sums it up. Now, which of the lessons could you apply to your brand?

5 Days of Innovation starts May 28!

With a whole stack of events covering a range of topics there should be at least one thing you'll benefit from. There's also a great cocktail party too and the Great Debate which is always full of colourful conversation!

To find out more visit the 5 Days of Innovation website, or you can stay up to date with the festival through Facebook and Twitter.

Quote of the Week

Touchpoint Awards

The individual moments that leave impressions that matter

WooHoo of the Week - Luna Park
Thanks to Melanie from Wilde Legal in Newcastle, Australia for sending this to us. Luna Park Sydney is an Australian favourite that has returned from the dead. They've reinvigorated the product including event spaces and great ways to stay amused. Like all brands people love, they think about what they can do to enhance the experience. When you combine this with giving people a way to spread the word about the fun they're having then it's pure gold! Check out this video. Smart work!

BooBoo of the Week - Target
How long should a broken piece of furniture sit on the showroom floor? I'd say a maximum of 3 seconds after it was broken or first noticed. The problem with broken furniture such as the piece spotted here is that it makes me wonder how long it would last in my home if it can't even stay together on the shelf.

We're getting close to the end of Operation: Unique. Have you answered the call yet? What can you offer that no one else can?

I'll leave you pondering that thought.

Cheerio,

Rick Marton | Brand & Culture Architect

Perspective 87: We're all individuals | Mother's Day Competition | Little White

Tue, 08 May 2012 07:33:00 GMT

I'm an individual, you're an individual, we're all individuals right?

But what makes us unique individuals? Is it that you can write a book, or that you can drive a car or that you are a lawyer?

No. Because that's what we do, it isn't who we are.

There's one thing, or a combination of things that makes every person unique. That's the very thing that makes people like, or even better love you.

It allows them to connect with your heart and soul.

A business or organisation is just the same.

Consumers become emotionally attached to a brand, but they can only do that when the brand consistently shines as a unique being. That means everyone within the organisation will need to understand who their brand is as a person, so they can share a similar attitude. (this assumes that you've hired for attitude and if you haven't you may have a miss mash of personalities, more on that in another blog).

So let's get thinking…

Who is your brand?

If it was a car, what would it look like?

If it was a person what qualities would you give it?

What habits does your brand have that your perfect customers like?

Is your perfect friend George Clooney, Paris Hilton or Johnny Depp (particularly in his pirate get-up)?

Maybe your brand doesn't even like celebrities….

Give your brand a name then understand who he/she is. Get creative and think about what your brand does on a Monday night? Does she watch TV on Monday nights or go out and play football? What would he/she order at lunch? Does she have a close knit set of friends or a broad range of people? What does she wear? What makes her happiest? What's the craziest thing she's ever done?

Love is the strongest of all emotions and drives people to do crazy things. Give your perfect audience something unique to fall in love with. You won't be everyone's cup of tea, but you will start to gain a customer base that become raving fans for what you do.

The Point: We're all individuals. The brand of your organisation should be no different.

What Makes Mum Unique?

Currently on our Facebook wall we're having a competition where you simply have to post what makes your Mum unique!

One lucky entrant will win a box of Cocobean Chocolates and flowers for mum. Entries close at noon AEST on Friday the 11th of May, so don't leave it too late - you could even enter right now.

And now it's time to announce the winner of our 'Who Am I' competition. Thanks for all the entries, and for those who are keen to know, below are the answers.

1. This is the real thing by which others are judged. As a combination, this refreshing item fits perfectly with others of it's same variety, whereas it's competitors have a different result altogether. It's fun, reliable and is apparently great to share with a mate.
Coca-Cola

2. It doesn't matter what industry this brand applies itself to, it is always light hearted and they act as the challenger to the incumbent brand. You can usually feel their level of fun and playful service anywhere. Who am I?
Virgin

3. Which other store has the combination of being huge, arrows on the walk ways, room displays, quirky goods and DIY service?
IKEA

4. These guys use finger gestures and don't mind the odd swipe now and then. They are connected to power with a magnet and pop a sticker of their logo with each product you buy?
Apple

And the winner is… Aaron Jones! Congratulations, and a copy of Strength Based Leadership is on it's way to you.

Quote of the Week

Touchpoint Awards

The individual moments that leave impressions that matter

WooHoo of the Week - Little White Wedding Boutique
Last night I spoke at the launch of the Launceston Service Excellence Awards, which was hosted at local wedding boutique.

It's not the type of partnership you would expect, but it made an impact. Using unique spaces for events is great, because they stand out from the rest, and it was smart for the owners of the boutique to recognise that making their store available (even with the range of inconveniences that it brings), gives people a chance to experience their brand. And it was clear that those who attended had a fantastic opportunity to look over some of the products on offer!

BooBoo of the Week - Transurban
Just a little thing about travelling on toll roads as a 'tourist'. After accidentally driving on a toll road in Sydney, I wasn't sure even which toll road it was so I emailed Transurban with the offer to pay. Nearly a month later I get an email back from 'customer care' that says, "If you travelled more than 48 hours ago, you may be issued with toll notice/s which will incur an administration fee on top of the trip toll, and will be issued per trip made." Strange…if it takes a few weeks to get the reply, I'm guessing it's safe to say I'll be getting the extra administration fee. I'd like to thank Transurban for their remarkable assistance.

This week has also seen a couple of large organisations lose credibility. As one in particular lobbies government on business issues and guides business on best practice we cannot go past this as one of the biggest BooBoo's of the week when they reported a huge loss due to what they called "issues with reporting". This obviously brings the credibility of expertise in to question as it points toward holes in governance and best practice. I must say however that their response was open and honest and ticked all the boxes in good PR. All I can say is I hope they are able to get to the bottom of it all, so they can start rebuilding their reputation.

Have an effective week everyone and I hope you enjoy being uniquely you!

Rick Marton | Brand & Culture Architect

Perspective 86: What's Your Claim To Fame | Upcoming Events | Harrison Humphreys | Bakery

Tue, 01 May 2012 00:09:00 GMT

Is there anything within your business that you should be famous for?

If not, do you deserve the right to own a piece of the consumers mind?

How will you ever drive word of mouth if you don't give people something to talk about?

It always comes back to having something different to others in the market place. You need to offer something that no one else can, or at least do it in such a way that will create a following...

Here are a few tips and examples on how to make it work for you:

1. Enrich their lives - if your point of difference doesn't actually improve the customers life in some way, there will be little reason for them to talk about it. The Harvest Launceston famers market is getting thousands of visitors every week and has only been running for a couple of months. If your business is a common one, think of a signature touchpoint that separates you from the rest.

2. Tell the easy story - promote it in such a way using phrases that are easy for people to repeat. Examples would be Burger King being famous for the "Whopper", McDonalds being famous for "Big Mac" and Gordon Ramsay is famous for the F word!

3. Be consistent but slowly evolve it - if you don't evolve the thing that made you famous it might not stay exciting enough for people to talk about. A good example here would be Tom's Shoes. For every pair of shoes you buy, they give another to a child in a third world country. The shapes of their shoes are also fairly recognisable, but the patterns change to keep them 'fresh'.

4. Use creative activation - every time you promote your brand you should be highlighting your point of difference in a range of ways. This is why smart strategic partnerships with events are so beneficial, because it gives you a chance to activate the brand with interaction. A great example is this 'brand activation' by a TV Station in Belgium… This has got people talking!

5. Own it! - The thing that makes you unique will also buy you influence. So own it as yours, and make sure it's not something one of your competitors could also claim. That way whenever someone else tries to copy you, they'll be measured against the benchmark set by you. In my town at the moment there is a Milkshake war happening between a local store and a Wendy's franchise. Swirlz has been doing $2 milkshakes and become quite famous for them. Then I saw a sign out the front of Wendy's advertising $2 milkshakes..my first thought was Swirlz!

The Point: So if you've identified what you should be famous for, are you taking the steps above to make sure your claim to fame is working for you? If not, isn't it worth making the effort?

Quote of the Week

Coming Events

As a follower of Perspectives, we want to invite you to a number of public events that we are involved in coming up in the next few months. If you are interested in any of these events, click on the links and make sure you register early so you don't miss out on these great workshops!

Social Media Innovation as part of the 5 Days of Innovation 2012
Tips on how to maximise social media to build influence for your business

This will be held at the Hotel Grand Chancellor, Launceston on Tuesday May 29 at 9:30am. For more information, check out the 5 Days of Innovation website.

Get Effective Workshops are back for 2012!
It's time for small business to be the competition, not fear the competition!

This year, we'll be running these highly engaging workshops in Burnie on June 12, Devonport on June 13, Launceston on June 20 and Hobart on June 21. Each workshop runs for about 2.5 hours, and begins at 6:30pm. Click here for more information and to register your interest today.

"Very impressed with the evening. We lost some sleep thinking about how our business performs in areas highlighted in Rick's presentation". - 41st Degree Software

Touchpoint Awards

The individual moments that leave impressions that matter

WooHoo of the Week - Harrison Humphreys Real Estate
Attention to detail is a great way to win a WooHoo! I popped in to this agent to grab a property guide from the rack, but out of the corner of my eye I noticed all the individual papers on the wall promoting the houses. Now in many places these racks are untidy or the pages are getting folded or sagging. In this office though they had placed clear plastic sheet at the front of each pile, which made it look crisp, clean and shiny. As many touch points are, it was a small thing that made the difference between me avoiding an ugly display or stepping closer to it.

BooBoo of the Week - "A" Bakery
This experience was shared by a reader and it's a good point that many of us may not have thought about. Her question was one of hygiene, not by any means in the preparation of the food which we're sure is of the highest quality, but whilst sitting down in the cafe to enjoy her lunch. At this time the staff started sweeping the floors which was bringing dust up off the floor. I for one can't stand it when things that belong behind the scenes or out of hours are done in front of people who are meant to be 'enjoying the experience'. We do have the name of the bakery and have sent them a friendly card to let them know.

One of the things we've implemented is our Touchpoint Awards and it's amazing the amount of stores we go in to and the owner says "Does that make us the WooHoo of the Week?" Other than the fact that the service I generally receive around town is exceptional, it shows that people are talking about it in some way. Now that reminds me, we have a question on Facebook at the moment asking if you like the term BooHoo of the Week, or the current BooBoo of the Week?

And of course last week's competition that closes tonight (Tuesday) is to guess the names of the 4 brands as described without their logo. Click here to enter.

Have a uniquely amazing week everyone!

Cheerio,

Rick Marton | Brand & Culture Architect

Perspective 85: Take away your logo, does it still feel like you? | Competition Time ...

Tue, 24 Apr 2012 06:43:00 GMT

This week I was watching News Breakfast on ABC News 24. Sitting front of the presenters are two computers. They have big round dots on the back.

Now the ABC isn't allowed to endorse any brands yet I still know exactly what they are.

They are silver laptops and they have white power cables coming off the left side.

Great brands infuse all of their brand foundations in to the way they think, the actions they take and the promise they make.

It's part of their DNA so it's not just about the surface; their brand is delivered as a habit and it's consistent.

A brand stands out not because it's yelling at you, but because there's an unspoken connection that says "this is who we are!"

A test that happens at Virgin businesses across the world asks, "if we took our name away from it would our customers still know it was us?"

Think about when a friend surprises you. Have you ever used the term "that sounds like something Tom would do!"

You need to be recognisable even when your name is not on show.

Three quick tips to win the 'no-name' test.

1. Humanise the Brand. Don't make it about you, make it about the brand. If the brand was a human who would it be and how would it act? Knowing this and keeping it consistent allows people to build a unique relationship with your brand.

2. Create Signature Touchpoints. What are the things you do that no one else does? Figure a few of them out. Then decide which ones get people talking and do it consistently for every single customer.

3. Know your Difference. No one will recognise the things that make you the same. Take a good look at what you do. What's different from the others? What could be different from the others?

Know the differences, and infuse them in to your actions. That will deliver a unique personality and that's what will keep you at the top of the mind.

Competition Time

Who am I?

Let's have some fun with Name the Brand and have a chance to win a most amazing book called Strength Based Leadership which will shift the way you think about team engagement.

Below are four 'Who Am I' statements, and all you have to do is to name the brand. If you can recognise all four, you'll go in the draw to win a copy of this amazing book! Good luck.

1. This is the real thing by which others are judged. As a combination, this refreshing item fits perfectly with others of it's same variety, whereas it's competitors have a different result altogether. It's fun, reliable and is apparently great to share with a mate.

2. It doesn't matter what industry this brand applies itself to, it is always light hearted and they act as the challenger to the incumbent brand. You can usually feel their level of fun and playful service anywhere. Who am I?

3. Which other store has the combination of being huge, arrows on the walk ways, room displays, quirky goods and DIY service?

4. These guys use finger gestures and don't mind the odd swipe now and then. They are connected to power with a magnet and pop a sticker of their logo with each product you buy?

Click here to submit your answer online and you'll be in the running to win the book our clients are raving about.

It includes an assessment that will target your own individual strengths and help you manage a team based on what makes them naturally amazing! It really is a powerful tool - so much so we've just brought another shipment from the United States.

Our clients are having great results and it's a tool in which we've been using to bring together a great team of diverse skills at Effective Naturally and Coyote Events.

The competition is open until May 3.

Quote of the Week

"Our success is a direct result of knowing how to market a brand and having the right people representing the brand." - Greg Norman

The great thing about this quote is that it does not discuss what make their brand so unique - instead here are the foundations laid down by Australian golfing legend Greg Norman on how his business empire has been so successful.

As we put in an earlier Perspectives, a brand is timeless and is something that is worth investing in. But this quote also looks to the people that you have on your team to represent the brand. A brand is precious, so consider who are your brand ambassadors that are meeting and greeting customers, and how their personality is strengthening your brand.

You may find the difference you are looking for is amongst your team, and you just need to unleash them!

Touchpoint Awards

The individual moments that leave impressions that matter

WooHoo of the Week - Halleys Lighting & Design
I must first advise that these guys are a client, however they shared this one with me during a recent visit. They found that a couple had come to browse in their store while waiting for their car to be finished service. They also started noticing other people just come in and take a seat in chairs in another part of the store. So they decided they'd harness that natural movement and use it to build stronger rapport with customers. They're naturally friendly anyway but they've decided to remove some stock from the floor and replace it with a nice seated area with an overhead lamp. It's relaxing and the best part is it makes it easier to look up and see the lights on display on the ceiling. It's a little thing….but it makes a difference!

BooBoo of the Week - SA Tourism Commission / Shannon Noll and Matt Moran
Authenticity is important to any brand. People connect with people they can genuinely trust. This week on Mediawatch it was revealed a PR company offered $750 to a range of celebrities to casually mention Kangaroo Island on their Twitter feed. Now in general media you have to advise when you are being paid to make an endorsement. The same doesn't apply in the Twitter-sphere. The problem is now that shows such as Mediawatch were able to find out about the offer. It damages the authenticity of any future tweets the celebrity makes and also tells us that their integrity is up for sale for as little as $750. All round, it is dangerous territory for building credibility in a brand. If you want to see more about this, check out the transcript from Mediawatch.

As we continue through Operation Unique, we hope more and more organisations and individuals are thinking about what makes them unique as a brand. Once you know the answer there should never be any question as to why you'll naturally stand out from your competitors.

Let's get effective (and don't forget to enter the competition)!

Rick Marton | Brand & Culture Architect

Perspective 84: Compel me then own it! | Hyundai | Cradle Mountain Water

Tue, 17 Apr 2012 00:15:00 GMT

Earlier this month we attempted to find out a compelling Point of Difference from 500 businesses.

Only 1% provided a compelling answer on the first point of contact.

ONE PERCENT!

A compelling answer would be one that is truly unique (so your competitor wouldn't be able to say the same thing) and one that is valued by your target audience.

This is where knowing your brand foundations come in. Your Unique Selling Proposition (or Point of Difference) must be something that you can claim that others can't.

It is therefore your strength.

Here's an exercise for you…

1. Use the blank template downloadable from our site here and use the below mock-up of a bar scenario as a reference point.

2. Put yourself in the top and pick two competitors that compete with you in the mind of the customer. Don't get stuck on just thinking about those in your local area. If some of your customers are buying online then include the site they use most.

3. Start listing strengths in each of the sections under the name when it only applies to them, or in the shared zones if it applies to 2 of you.

4. If you wish to take this a step further, list your competitors weaknesses and see if you can boost an existing strength to widen the gap between you and them!

5. Make sure everyone in your organisation knows the unique strengths as listed and would be ready to share it within anyone whenever they were asked.

The Point: Once you have your strengths worked out, start creating amazing examples of it and jigging your product or service to take full advantage of your strengths. Get people talking about something that none of your competitors can match and if they try to they'll look like a poor imitation because you already 'own it'.

Quote of the Week

Your customers dream of a happier and better life. Don't move products. Enrich lives. - Steve Jobs

Apple doesn't often sell their products on the back of the specifications inside - they market their products on how they will revolutionise our lives. And with products like the iPhone and iPad, we can all agree that they have.

If you are doing the Unique Strength exercise above, consider how your business is enriching lives, because you might discover that you are the only one doing it - and no one can compete with you if you know it and own it!

TouchPoint Awards

The individual moments that leave impressions that matter

WooHoo of the Week: Hyundai Uncensored
A TV ad this week shows a hidden camera in Hyundai vehicles that people would test drive. The idea was to get uncensored feedback and record the impressions of people experiencing the Hyundai brand. Of course they only showed good feedback, but what it does is takes advantage of the strength of 'third party endorsement'. Rather than make an ad that says how great they are they've recorded others saying it and paid for the space to share it with potential buyers to build credibility.

BooBoo of the Week: Cradle Mountain Water
Imagine coming home to find your home interior under a layer of poo! That's what happened to a couple in Penguin Tasmania when a sewerage line burst and their home was filled with the towns sewage. The BooBoo here lies within the utility companies response. They didn't accept any responsibility for the problem but did agree to pay the insurers $10,000 excess. There would have been much more respect for the company if they at very least empathised with the victims and offered support to make the inconvenience as minimal as possible. They didn't and that's why they ended up on the front page of the newspaper (and in this blog!). The full story and a yucky photo is right here.

By the way - do you say Boohoo or BooBoo? We've had many people mention to us they don't want to ever be in the 'BooHoo of the Week'. Ordinarily if we pick up on a pattern that is being dictated by your audience it's a good idea to listen to them but on this case we're not changing it and here's why. A BooHoo sounds like the individual touchpoint is something to cry over. A BooBoo sounds like it was a small mistake. Touchpoints are often small things and rather than a disaster we see as an opportunity to learn, so in our way of staying positive this is why we prefer to call it a BooBoo.

There's lots of resources, stories and case studies linking to Operation Unique on our Facebook wall and we'd love to you to share this newsletter with friends by clicking…right…..here.

That's all folks - Be uniquely you!

Rick Marton | Brand & Culture Architect

Perspective 83: Are You Uniquely Awesome? | Saffire | French Connection

Mon, 16 Apr 2012 09:24:00 GMT

We're continuing our series as part of Operation: Unique.

If you missed last week's blog then check out Differentiate or Die with some top tips on what your unique answer should include.

Imagine a scenario where in front of you stands one customer.
Beside you stands your competitor.
What would you say to ensure they see value in choosing you over your competitor?
More to the point what would your staff say if they were in your shoes?

Last week Adam and Brayden in our office ran a survey of 500 businesses across my island home of Tasmania, Australia.

We got some very interesting answers with an analysis of results to be shared later in the week on our Facebook page.

One of the most outstanding answers from the survey is featured below as the WooHoo of the Week but it must be understood that having a great point of difference isn't limited to businesses with big budgets!

In fact our survey showed that many chain stores were no better at knowing what made them unique than the little guys despite the size of their marketing budgets.

Last week I said I'd tell you more about the brand that blew me away on the day that I decided to start building the Effective Naturally movement.

The Scene
I was the emcee at an automotive trade show.
There were many competitors in the room selling the same product.
All had a chance to share their point of difference.

What set them apart?
Kumho Tyres gave their answer quickly and said "it's our innovation".

The Proof
They then said "Here's an example, sniff this tyre"...
Sheepishly I lean over and have a sniff of what smelled almost...pretty.
They then gave me a list of benefits to their 'Aroma Tyre' and told me the story behind it.
They said it was a direct example of innovation and the benefits that could directly relate to me as a consumer.
Whilst the most exciting idea was that 'burning rubber' would smell nicer for the revheads, there were a range of safety and environmental benefits too.

The Common Voice
They told me what made them unique, then showed me how it would enhance my life!
It was just one shining example.
On the kumho.com.au website it says "Kumho defines itself through innovation and quality".
This just proves that this point of difference is part of the company DNA.

Take Action

If you received a call asking you "What sets your business apart from your competitors, making it unique?", what would you say?
Let's help you work out what you should answer.

1. At your next staff meeting, ask your team to think about your competitors (and include online in the mix also). What strength do you have over them that benefits the consumer in a way they can't match?

2. Write down the top 2 or 3 and test them out with customers over a week. Ask your team to informally survey customers on which one stands out as the best enhancement to their life.

3. Seize it and ask your team to come up with examples and case studies that 'PROVE' that this Point of Difference is part of your brand DNA.

4. Now print it up in big letters and put it on the wall, on screensavers and even the back of the toilet doors. Delivering examples of this point of difference is what will make you stand out and get people talking, so everyone in the team needs to start living and breathing it.

5. Set a reminder in your diary for 3, 6 and 12 months from now to ensure the point of difference is still engraved in their minds and that you're still showing examples of it.

Quote of the Week

"In real estate, it's location, location, location. In business, it's differentiate, differentiate, differentiate."

This week's quote comes from Robert Goizueta, who was the president of the Coca-Cola Company from 1980 until 1997, which is the time Coca-Cola truly became a brand people love. With slogans like "You Can't Beat The Feeling" and "Always Coca-Cola", as well as the launch of products like Diet Coke, Robert Goizueta clearly knew how to take this brand to new heights and keep it above the rest of the competition.

Touchpoint Awards

The individual moments that leave impressions that matter

WooHoo of the Week - Saffire Freycinet
As I mentioned above, this woohoo came out of our Operation: Unique survey.
One of the 500 businesses we called was Saffire Freycinet, and they simply blew us away with their response. When asked about what sets them apart from their competition, Brady clearly spoke of how their service is what makes them unique - but he stated it in a way that demonstrated an unmatchable experience. It was so astounding that Adam, who made the call, now seriously wants to experience the Saffire service as he was so blown away by it!

BooBoo of the Week - French Connection
While waiting for my flight to leave in Sydney, I thought I would check out the French Connection store. I walked into the store, had a good look across all of the racks, and then wandered out. Anyone notice the problem with this situation?
I walked in and out of the store without any acknowledgment by the two staff in the store - no hello, not even a smile. They were obviously too engrossed in their own conversation about their coffee order to even acknowledge a customer. When consumers are proven to pay more for an 'experience', this store must be missing out!

That's all for another week. In times where so many businesses are struggling, I ask you to share the word on Operation Unique.

Ask your friends in business what makes them unique because these are the foundations that have allowed some of the best brands in the world to grow whilst the rest of the economy struggles. And don't forget to check in with our Facebook and Twitter hash-tag #opunique as we release the results of our survey later this week.

Let's get effective!

Rick Marton | Brand & Culture Architect

Perspective 82: Differentiate or Die | Victoria Bitter | Superior Mufflers

Tue, 03 Apr 2012 03:03:00 GMT

A few years back, as an event emcee, I asked this question to over 40 exhibitors at a trade show,

"Why should I do business with you over your competitor?"

I then told them to make sure they had their answer ready when I returned in ten minutes.

As I made my way around on the next loop I was met with:

"Ahhh…I best get Pete, he'll have a better idea."

"Our great customer service."

"Can you pop back later?"

And luckily we did have 5 good answers in the first round...

But after 30 minutes it hadn't got much better. Less than a quarter of the exhibitors could answer the question and even then the answers weren't that compelling.

The concern is that trade shows costs a lot of money and time. For these companies to be represented and then not be able to provide prospective buyers with a compelling reason to want to at least learn more about them seems to be a real waste. It's not just enough to turn up to a trade show, networking event or sales event, you actually have to make a good impression and start a relationship.

So in regard to making sure your point of difference (or Unique Selling Proposition) in compelling, here are a few tips.

1. Everyone should know what it is. If they are representing your company, they should have the confidence and understanding to share what makes you unique.

2. Don't use things like 'customer service' which is an objective value. Not only does good service mean different things to different people, good service should be a given, not a promise.

3. Asking someone to pop back later while you think about it is ridiculous! If you don't know when the impression needs to be made, then you may as well say goodbye to the opportunity.

The Point:
Great brands say less, but what they do say packs punch.

When you only have 30 seconds to make an impression, make sure you're ready to tell the person what makes your product or service uniquely amazing.

It should make them want to know more about you or your organisation.

Next week I'll share with you the name of the company that knew their point of difference so well I still remember it clearly today.
We'll also be sharing the results of a Tasmanian Survey of local brands.

Quote of the Week

The quote that we posted on our Effective Naturally Facebook wall was actually part of a longer quote, which I thought I would share in full with you as it's quite thought-provoking, and clearly demonstrates the difference between a product and a brand.

“A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.” - Stephen King

TouchPoint Awards

The individual moments that leave impressions that matter

WooHoo of the Week - Victoria Bitter

This is a genius idea that makes the lives of the customer so much better.
They understood that one of the moments that a guy hates is when he goes to a BBQ and struggles to keep his beers cold.
Together with Visy, they launched this Icebox about a year ago. It is just like a beer carton but made of waterproof cardboard with a perforated opening lid.
This way you can open it up and throw your ice in directly.
I'm not sure it's enough to make me drink the stuff, but I'm pretty impressed with the thought that goes into making it easier for the customer to enjoy the product.

BooBoo of the Week - Superior Mufflers
I have to be honest and say I changed the name of this business in NSW. I'm sure it's only a small business but this needs to be said.
If you're going to say you sell top end car parts, don't use old Hyundai Excels that have body damage and haven't been washed in a month as company vehicles.
It absolutely loses credibility in the business and I for one would not be taking my pride and joy there. I haven't seen the rest of the business but these cars are enough to turn me off.
A fine example of one individual touchpoint.

That's all from me as we enter April, the month of Operation: Unique!

Let's work on making sure that by the end of this month everyone has at the top of their mind what makes them or their organisation uniquely amazing.

Cheerio!

Rick Marton | Brand & Culture Architect

Perspective 81: What Comes Naturally? | Forrest Farm Valley Prime Lamb | Gift Shop Bizarre

Tue, 27 Mar 2012 05:40:00 GMT

In my experience over the last decade designing events and brand strategies, there is nothing more important than focusing on human behaviour.
Sometimes we forget that the people we're trying to motivate to become ambassadors for our brand are actually human!

The best way to do this is to: promote what comes naturally, and remove the things that don't.

You need to take an objective look at your customer experience and remember to separate your habits from the natural movements of your customer.
This isn't a quick fix, it's a constant responsibility to monitor.

I'm not sure about you but I've heard many business leaders get frustrated and say "Our customers must be stupid, they just don't get it!"
Just this week we provided a document to a client who then replied with a series of questions. The answers to which were in the document.

So was my client being lazy? Maybe they couldn't read?! Were they stupid? No... none of the above.
This showed me straight away that the document wasn't performing as well as it should and needed to be reviewed.

In events, if guests don't do what you want them to do (like be quiet at the right time), then there are a series of influencing factors that need to be addressed.
Sure they might be rude for talking through a speech, but understanding human behaviour can minimise that.

There are two ways to benefit from natural behaviour:

1. Natural for now
If you take the time to understand what comes naturally to your audience now then you'll be able to ensure you provide no barriers to them being able to interact with your brand and share what they love about you.

As an example, it's natural for the human eye to look at an ad or webpage at the top left first. So even though brands should differentiate themselves, changing the position of their most attention grabbing item to down the right hand side would be pointless.

In events we know that the best way to grab attention at most dinner events is not to just fade the background music and start speaking, but to drop the music quickly, allow 2 seconds of silence and then come in with attention grabbing audio at least 50% louder than what they started with. By lowering the music first it means the next step had greater impact. How did we learn this? By taking the time to understand what motivates our audiences naturally. It doesn't work for all, but for most it's a pretty good rule of thumb which assists to make our events better and for guests to enjoy it more.

In social media we've been working on an initiative later in the year that simply allows people to do more of what they're already doing but in such a way that it maximises coverage for the client. Again we don't need to create the behaviour, we just leverage from their existing behaviour to get the best result.

2. Natural in the future
It's true that behaviours evolve. The way we use our fingers to scroll on an iPad these days was not something that was natural a few years ago. In fact it feels unnatural to to use a different brand tablet because we've been conditioned to use those 'gestures'.

In my past I spent a few years working closely with Telstra to promote the Next G network and it's capabilities to rural Australia. Unless you're a techno-geek it didn't matter what the network did, it mattered what it could empower people to do. For many of the staff 'inside' Telstra it was exciting that new apps were coming out that could show you the weather, locate your closest butcher and give directory assistance. But many staff wanted to literally vomit a tsunami of this information over customers because they were so excited about it. But what we recognised was that using a phone for anything other than a phone call was unnatural to customers. So to get customers to see value in it, they must first want to know how to use it. The focus became less about selling the benefit and more about listening to what they natural wanted then removing the barriers to helping them have it. Once they were able to use the first thing that interested them (like share trading), natural behaviour would see them curious to play on their phone and find new things.

In fact the blog you're reading right now was invented to shift minds and make 'brand' a higher priority in the mind of leaders in our community.

This method of educating is always about the bigger picture. You must be consistent to change people's habits and you must be dedicated. This blog was running for eighteen months before we started selling any products related to brand strategy and even now we don't use this blog to sell.

Think of where you want your customers to feeling, thinking or doing in a year or two from now and start building the journey now.

The point: By doing what comes naturally you can allow you products or services to sell themselves. If you're looking for small wins and interactions then it's your job to match their existing behaviours. If you're looking to shift the market and position yourself as the leader then you'll need to be ready to lead by example, passionately share the message and educate the market. With both you'll move forward quicker and be supercharged by fans that feel naturally comfortable with your mission.

Google + and Pinterest?

Not all social media platforms are right for every business. We don't make all of our clients have a Facebook, YouTube and Twitter page for example. It might be one, none or all depending on their audiences and how their brand should uniquely interact. We've seen Google + for a while and a new platform called Pinterest. Both have their selling points and we'll share these (and simple opportunities to take advantage of them) as a 'side topic' in coming weeks.

Quote of the Week

TouchPoint Awards

The individual moments that leave impressions that matter

WooHoo of the Week - Forrest Farm Valley Prime Lamb

My local city Launceston has a new market called Harvest Launceston. It's growing slowly, but this is a great example of quality over quantity (so far). While I was buying my fresh milk, buffalo cheese and organically farmed eye fillet, I noticed another stall for Prime Lamb. As you can see in the photo their stand worked pretty well as they sold out. But here are the two pieces of gold. Their freezer is a custom made chiller trailer that has doors on the side like at the supermarket. The beauty of this is because their point of difference is "Delivered direct from the farm to your door". Sometimes I swear the world is doing a complete circle but the owner Wendy should be congratulated for a) understanding the importance of markets to share your product, b) building infrastructure that ensures best quality and is unique, c) taking the opportunity to refresh the sign and say 'nothing left' because the impression that it was good enough to sell out and d) for recognising the niche and delivering it efficiently.

BooBoo of the Week - Gift Shop Bizarre!
This isn't the name of the business because I don't want them closing down over this. We can advise though that we've send them a BooBoo card to let them know that word has travelled fast. An elderly lady went in to buy a card from this gift shop. She only had $50 in notes so she decided to try and fumble for enough change so the girl behind the counter didn't have to break a big note. The customer has been on medication so her fingers don't work as quickly as they could. This is where it goes wrong…

The customer service person got impatient and said "Can you hurry up?". The customer apologised for her getting fumbly in her old age, to which the attendant replied "Well we all have our share of problems. You just need to get over them!" Oh..Oh…OMG! For a shop that sells gifts where it's all about the experience, this long standing store will disappear if they keep upsetting the only target audience where internet sales aren't growing!

I know this was a long post this week but I hope you found it valuable.
On the weekend we were delighted to take a range of clients and Effective Naturally Facebook fans to the Make-a-Wish dinner and charity auction. What a fantastic organisation that is really clear about why it exists.
Oh and we've got a new initiative being launched in April so keep an eye out for it. Will be fun, fun, fun!

Until next week, let's get effective.

Cheerio,

Rick Marton | Brand & Culture Architect

Perspective 80: Going Below or Through the Line | Hotondo Homes | Local Hotel

Wed, 21 Mar 2012 06:38:00 GMT

If you've had the pleasure of speaking with an advertising consultant at some point you may have been perplexed by their use of "Above the Line" terminology.

If you also got Below and Through the line, then they must have really liked you!

It's not new - it's been around since the 50's and 60's, but still have a place in today's advertising world.

In all seriousness, these are words I'd like people to be familiar with when they think of an advertising strategy for their brand or specific products.

By ensuring you do all three - above, through and below - you'll be able to keep your marketing strategy balanced.

So let me share with you the differences...

Above the Line
This is more focused toward mass media advertising such as TV, radio, print, cinema or billboards and taxis etc.
This is best used for creating awareness or for an offer where you want the consumer to 'take action' (often referred to as a 'call to action').
Above the Line advertising is all about you putting it out there for the world to see. It's a whole lot of promise and builds awareness. This works best when the target market is very large or broad.

Below the Line
This is the direct contact and is often under-utilised by small to medium size organisations.
It's often delivered as a brand activation designed for people to touch, feel, taste, learn or interact in some way with the product. This is generally the stuff that drives word of mouth and builds the loyalty.
It includes direct mail, email updates directly to the customer, social media posts, events, promotional staff and cold calling (that last one we're not generally a fan of).
By providing an interaction with the customer it makes them part of something which helps to build advocates for your brand if done correctly.

Through the Line
This term has grabbed some traction in the last few years. Essentially it's a combination of above and below. Here's an example of a campaign in order,
- A one week mass media campaign to familiarise people of your existence.
- On the weekend you deliver an event in the city with promotional staff, special offers and free trials for passers by. This is the part where you interact and build loyalty.
- The day after the event the newspaper print your media release about the special guest that dropped in or the world record that you broke. This builds interest and hype.
- Send out an email to all of the people who registered at your event which may include a call to action or special offer with a 'thanks'.
- Provide some places and channels using social media for people to share their experience. If we want them to talk then we should give them every opportunity to share.
- Follow up media advertising which reminds people about you (and the good experience they had) and often re-stimulates conversation.

All of the elements work together and this provides momentum, one of the benefits of a great brand that doesn't cost you anything!

In closing: It doesn't matter if you know the terms or not, but marketing a brand of any size should have a good mix of all three aspects. We see a lot of businesses only going above the line but one ad alone is often a waste of time! Get the mix right and make sure you see the bigger picture. Every interaction is a touchpoint and they should always consistently highlight your unique brand values.

Quote of the Week

TouchPoint Awards

The individual moments that leave impressions that matter

WooHoo of the Week - Hotondo Homes
Well done to Hotondo Homes for providing an easy to use, interactive tool for prospective customers to utilise. It sets them apart and also gives the customer the chance to 'Choose a House you Like. Create a Home you Love.' It helps buyers to visualise their favourite style and then get the best of both olds by being able to make tailored adjustments. A great value-add.

BooBoo of the Week - Sandor's on the Park
This 3 star hotel in Launceston has decent food, drinks and accommodation. But there is one small issue that would have an impact on their ability to sell rooms at the best rate. Part of the exterior of the building has a chip in it. It's a broken panel in the cement sheet. If you were to look at the building from outside it looks like the building is unkept. This in turn would have an impact on the perceived quality of the hotel. Even though it's 3 star, dodgy parts of the building on the outside can make you think there'll be dodgy parts on the inside. And before anyone says "but it's 3 star"...Star ratings are meant to align with the facilities available not whether there are dodgy bits on the building. My point is, fixing these little things that leave big impressions, may mean a modest increase in the room rate that can be charged. The cost of the repair is then fully-funded. As always little things can leave big impressions.

On a personal note, if you follow Effective Naturally on Twitter (@effectiveteam), you would've seen a few tweets about my experiences with the National Australia Bank. Along a range of instances where they dropped the ball on customer experience they positioned me with "customer retention". After months, we seem to be on the mend now but a customer retention area is something I believe businesses should never have in the first place. I touched on the reasons for this in an earlier Perspectives post from 2010, which you can read here.

Let's get effective!

Cheerio,

Rick Marton | Brand & Culture Architect

Perspective 79: Your Brand Killer | Ancestry.com | Yellow Brick Road

Wed, 21 Mar 2012 06:39:00 GMT

I've written previously that customer satisfaction is simply not good enough.

In a world where everyone is competing for the attention of the consumer, you must stand out. People don't tell their friends about you if they're satisfied, they only share the word when they think you've gone that extra mile…or when you've failed!

So we must be constantly looking for ways to improve a consistent level of customer experience. We must keep the brand experience consistent across all touch points including marketing, customer experience and the staff attitude but evolve the quality and relevance to the changing world of our customers. We must ensure that our customers continue to love what we do enough to want to tell others.

The very fact that you're reading this article probably means you're the type of person that likes to stay at the head of their game. So I guess this email is more about serving as a reminder to us all.

I once hosted a conference where one of the speakers said to me backstage "I don't need to listen to what the other speakers are talking about, I don't have anything new to learn."

I instantly felt sorry for his audience. In fact, I thought the guy was joking! I knew at this point that what they heard from him today was probably already outdated and that any future audience would never ever get anything better. If he (as the brand) doesn't continue to improve himself, then the chances are his current information is already old, and his career longevity is at risk. This guy probably felt like he'd reached the pinnacle of success. Bad mistake!

Many people say Qantas was complacent for too long which is partly how they lost a huge chunk of their loyal fans to Virgin Australia domestically and other carriers on the international routes.

I've also seen other small businesses achieve huge success and win awards then think they've won the game. Imagine if Apple stopped moving, or Virgin Australia stopped innovating, they'd just end up like their competitors.

1. Stay focused on your brand foundations, infusing them in to every part of the business.

2. Keep innovating so you can stay at the front of the curve.

3. Don't ever take your staff or customers for granted.

The Point: Complacency is the Number 1 habit that business must break. The world is moving fast so if you're looking to stay at the front of the curve it's a constant game of stamina. It's not change for the sake of change, it's a constant journey of improvement. Celebrate all the wins along the way, but not for too long because someone else could be working up a better product in the blink of an eye!

5 Brand Tips from a Billionaire CEO

If you get Men's health magazine, you'd have been lucky to find a great article about Starbucks and specifically the CEO and 5 important things to do.

Did you now he closed down a whole heap of stores (including 3/4 of the Australian ones) that he thought was a risk to the brand. He got rid of their shiniest, newest coffee machines because they blocked eye contact between the barista and the customer. He even got rid of toasted cheese sandwiches until they could find a way to stop the smell interfering with the aroma of coffee. This is the epitome of brand integrity.

There is so much more in this article, so I highly recommend that you make the time to read this article.

Quote of the Week

Touchpoint Awards

The individual moments that leave impressions that matter

WooHoo of the Week - Ancestry.com
A news report on Sevens afternoon bulletin centred around the family reunion of over 200 members of the one family right here in Australia. Obviously it depends on your family if you'd regard this as amazing or a living hell! But during the story on the descendants of the Solomon family, a spokesperson from ancestry.com said one line about how far the tree went back. It was enough to remind everyone that if they wanted to trace their family history they could use the service like ancestry.com. They didn't have to say anything about using the product, it just needed to plant the seed.

BooBoo of the Week - Yellow Brick Road
This is the company headed up by the boss on The Apprentice Australia, Mark Bouris. It's a financial services company and let me just say they did nothing wrong…but…

On Today Tonight, it has been revealed that one of his right hand men on the The Apprentice, and the person who heads up marketing for Yellow Brick Road has gone bust with one of his own companies. This brought media attention to Mr Bouris and of course the media want to discredit in this situation. It's also important to point out that The Apprentice Australia is on Channel Nine and Today Tonight is on Channel Seven.

Essentially this is one of those touchpoints that have left an impression that questions the integrity of the brand simply by association. It's not fair, but always be aware that those that represent your brand are another risk you must be ready to mitigate against.

You can view the whole story by clicking the link below.

Hundreds, if not thousands of touch points happen to us all day every day. We'd love you to share the WooHoo's all the time so we've scrapped Touchpoint Thursday and made it all day every day on our Facebook wall.
Share the individual moments that make you want to love a brand more or at the very least something that gets you talking.

Finally I was lucky enough to bump in to a colleague from MyState on the weekend. We briefly spoke about their brand activation and sponsorship of the Breath of Life Film Festival last year and I complimented them on a job well done. The most valuable quote I could take away from the conversation was this… "Our focus was to enhance the festival, not interrupt peoples ability to enjoy it." That's what great brands do and that's how they earn the respect of their fans.

That's all for this week.

Let's get effective!

Rick Marton | Brand & Culture Architect

Perspectives 78: Engaging Your Team | Enterprise Magazine | A Small Business

Wed, 21 Mar 2012 06:37:00 GMT

Last week we took a look at the Virgin attitude and how formed the basis of their employment decisions. They focused on ensuring their team had the right attitude to fit with strong brand foundations and that allowed consumers to build a strong connection with the Virgin Australia brand that we all know today.

But what happens if you don't have a strong culture and are made up of a hodgepodge of different attitudes?

We've had some very large employers ask for advice on what to do because their staff are disengaged and just don't want to do what they're asked, forget about being proactive!

The staff are probably tired of changes, have a lack of trust in management or have put in the hard yards without hearing any appreciation.

Once they're at this point management must do something substantial and it must start with them.

The answer is: Draw a line in the sand, get your brand and vision in order, then take the time to earn their trust back.

If you're wondering what this has to do with becoming a brand people love? Everything!!

Customers won't love your organisation if your staff don't.

You will never be able to miraculously win them over in 5 minutes. What your staff need is a true leader, one that leads with a consistent example and vision. We need to win their pride in the brand back!

People become conditioned. If they've been up and down or seen things launched but never followed through, they'll have less buy-in because quite honestly their patience has been tested. I've seen many organisations change management more times than they change undies. The problem is these management start managing in THEIR style, not that of the brand. It's probably because the brand was not clear in the first place.

So it brings us to this:

Management, like any employee must be hired to enhance the brand not throw it out and put their own in.

With consistency in your brand you'll be able to hire the right people that love what your brand stands for. In fact, they'll be lining up to get a job with you. For those people who are with you now that just don't fit, the chances are one of two things will happen.

1. They'll eventually switch on to the brand when they see it's gained some traction and is actually going somewhere; or

2. They'll eventually decide this culture is not for them and decide to head somewhere else. It's not something you should force, it should happen naturally.

The Point: It's a tough call, but having people in your organisation that don't enhance your brand is hurting you. Drive the attitude and culture of your brand, then hire to fit.

Share what makes your culture great...

We want to hear what you've done to keep your staff engaged with the company attitude. Head over to our Facebook page and share your experience or initiative. We'd love to hear the good news and it might just win you some fans!

Quote of the Week

Touchpoint Awards

Small moments that leave lasting impressions

WooHoo of the Week - Enterprise Magazine
A couple of weeks ago we noticed a Facebook post by one of the staff at Enterprise magazine thanking her boss for how flexible he has allowed her work life to be for the balance of family v work commitment. As a business magazine this left an impression of a publication that had a progressive and proactive attitude which is surely a good quality to have for something businesses will turn to for inspiration and guidance.

BooBoo of the Week - A Small Business
Last week we had a few calls to make as usual. It did seem quite unusual though to call a corporate services company that allowed one of their children to take the call. If you're a family business and you like to appear 'personal' then that might be ok, but if you're contracting a business because you want the highest in professional standards, having a child answer the phone is cute but doesn't paint the right picture.

Thanks, and here's to an effective week! We look forward to hearing your staff engagement tips on our Facebook wall too.

Rick Marton | Brand & Culture Architect

Perspective 77: Virgin Attitude a Priority | Devonport Corporate Centre | Spotlight

Wed, 21 Mar 2012 06:37:00 GMT

This week we were delighted to deliver a series of events for Quamby Estate Golf & Country Club in Tasmania, now owned by the co-founders of what is now Virgin Australia.

As part of the events we presented the Virgin Secrets breakfast, so I thought it fitting that we share one of the topics that Brett Godfrey (one of the co-founders and previous CEO) spoke about...

Staff and culture should be a priority for investment in your business.

You'll notice that we have three elements to becoming a brand people love - Refine your Brand, Engage your Team, Delight the Customer.

It's the middle part, Engage your Team that so many organisations have issues with, yet fail to understand why.

The symptoms sound like this "Good staff are hard to find..." or "I just don't know why they can't follow simple instructions?"

In many cases it's easy. If people are disengaged the chances are the culture and vision are weak. To put it more bluntly the fish often rots from the head.

The cost of losing staff and retraining staff is enormous yet business leaders put more time in to trivial items while they're overlooking the real cost of staff (and suppliers) being disengaged.

Brett mentioned that when recruiting or retaining staff for Virgin Blue, attitude was and still is more important than skills...except of course for pilots who obviously had some other prerequisites like the ability to safely fly a plane! But even then attitude makes up a large part of their ability.

Shortly after Virgin Blue took to the skies with just 2 aircraft back in 2000, you may remember some negative publicity by an ex-hostie of another airline who was knocked back for a position with Virgin Blue. She said they were discriminating against her age and weight, but Virgin Blue defended their actions saying she didn't fit the right 'attitude'. This was a different way of looking at things and not something that had really been tested before with Australian workplace and discrimination laws. The good news is this practice is become much more accepted as minds shift and attitude is given greater weight in business prosperity.

Brett Godfrey is quoted in this must read article from almost a decade ago...“Unless you get it right, you can’t restructure culture. You can restructure your business, but if you’ve burnt people or if you’ve killed their enthusiasm or commitment then changing their office spaces or even putting a few more dollars in their pocket will not unduly affect the culture that exists."

The Point: You need all different types of strengths and personalities in a successful team but they should all share a common attitude. Consumers are now more about why and how you do something, not just what it is you do. So attitude has become more important than ever.

Some of Brett's other important points from the Virgin Secrets breakfast include:
- You must continue to evolve.
- You must bring something different to the market.
- Give staff autonomy but provide them the tools to do their job well (after all you should know them well enough from the recruitment process).
- Staff need to believe in what they do (drive the vision).

Next week
We look at what happens if your staff are already disengaged...how do you fix it then?

Quote of the Week

Touchpoint Awards

Small moments that leave lasting impressions

WooHoo of the Week - Devonport Corporate Centre
Recently I was working with some clients in Devonport where we booked a board room at the Devonport Corporate Centre. Upon walking in we were escorted to our space that had a little welcome sign amongst the treats on the table that said "Welcome to Halleys" (being the name of our client of course). It is something so simple, but a small attention to detail that made us all feel like this was 'our' space for the next 2 days.

BooBoo of the Week - Spotlight
So this is a funny story I guess. After trying to track down enough stock for an event, we called a range of stores. Locally they tried to get enough from other stores but to no avail. I emailed the 'Shop at Home' service but never got a reply. I tried calling individual stores on the mainland to check stock numbers of an item in their current catalogue, but there were only one or two items and Spotlight don't offer an express delivery service. Flat rate yes, express no. So we called Shop at Home and they did a stock check of stores. One store in QLD had 42 of the item I wanted so I called them, but they actually only had 3. Another store had 36 on the system, but they actually only had 6. Luckily I eventually found a store that had 14 but of course I'd have to send a courier. I sent detailed instructions on the delivery by fax with payment (that's how they wanted it). Whilst recording the delivery instructions again the lady (who was otherwise lovely) said on the phone "what's the three letters for Tasmania?", then when we got to the country she said "I guess that would be Tasmania too". Oh boy I hope this package arrives! Seriously though, the staff are lovely and try to help but it seems the systems are useless if they can't efficiently get stock to a customer or find where stock lies. Remember the only way to empower staff is to give them the tools they need to do the job.

Waitlist

This year we increased capacity to work with our clients and meet demand. On top of this we've all been working very long hours to ensure we deliver items on time. We've partnered with new clients as their ongoing marketing resources and are in planning for a large range of events in coming months. Whilst we will continue to grow and add more specialised knowledge to our team with those of like minds, we must do it slowly and sustainably and will not be booking in any more new clients for delivery prior to May 1. We know this is a long period of time, but delivering the best outcomes for existing clients is our main focus. In the meantime, if you wish to book a brand experience event or Brand Discovery program, please contact Adam on 1800 269 683.

Let's get stuck in to something exciting today! Whatever it is I hope you have the support and engagement of all those around you.

Cheerio!

Rick Marton | Brand & Culture Architect

Perspective 76: Tips For Yellow Pages | Positively Tasmania | Air Australia & Brand Australia

Wed, 21 Mar 2012 06:36:00 GMT

It's that time of year for many of our clients - Yellow Pages!

Are you about to sign those forms as a habit?

If you've recently been contacted to lock in your Yellow strategy (both in print and online), the chances are you've had a few years of making your ads bigger but might now be starting to really think about value for money. Thousands of dollars are being wasted in many businesses each year by not looking at how they can spread their search preferences better.

Whatever money you're spending in your marketing budget, it's important that it creates a positive return. Put yourself in to the shoes of the customer you're trying to attract. For some, the Yellow Pages might still be the perfect advertising tool and part of a holistic strategy to marketing. But think about value, how many quality customers it sent you last year, and compare each item in your marketing spend to see how they each kick start positive word of mouth.

Tips for better Yellow investment:

1. Print or online. You'll get offered a package with both but it's important to consider how your customers will search for you. Are your customers typically web-savvy and constantly using the internet or Yellow Pages app to find numbers? Or do they prefer flicking though the book and finding you in the category they need? Also keep in mind that you should get a complimentary listing online with your print directory.

2. Stay up to date. Actually go online and check your listing. If it's wrong call 13 23 78 and advise them of the changes. You should receive a call to let you know it's been updated. Then check it again. Incorrect information is often worse than not being there at all.

3. Measure it. You can't always measure every marketing strategy. Word of mouth is hard to measure for example. But you can measure Yellow Pages online. They'll provide a chart of how many clicks went through to your website or phone number. Multiply the cost of the clicks against the price that you are paying for your package to see how much you are paying for this – is it cost efficient? Also, you may find that people start their call with ‘I found you in the Yellow Pages…’, so keep a record of this. If you know what works for your business, then you can focus on this being your strongest marketing avenue.

4. Content is important. Sometimes your ad is doing you harm because it looks bad or it's just the same as everyone else. Remember good marketing stands out. If you have dot points that are just the same as everyone else, there is no reason for someone to choose you over your competitor. Check out last year’s ads of your competitors and make sure you're different to them.

5. Keep it current. If you’re going to include images in your ad make sure they’re good and that they represent where you are right now. Imagine telling everyone you're innovative then having products photographed in the book from a year ago! Remember that online content can be updated within a short time frame, so you don’t want to get caught out with old information.

6. Clean & Crisp. Most people look to Yellow Pages (both online and print) because they need a solution. Don't give them an essay to read! You just need enough information to help them believe in you and call you first.

7. Balance with Google. Sensis (head company of Yellow Pages) has now become an official Google Adwords Premier Partner for small and medium enterprise. Adwords is Google's main source of revenue so it makes sense that Sensis would think if they can't beat 'em, join 'em! Adwords are the small ads of around 25 words It's important to remember that Sensis is a reseller of Google Adwords so it is possible to do it for yourself cheaper. What you're paying for are their expertise, but if you don't exactly know what it will do or how it will provide a return it's best not to sign in to the contract so you can seek other advice first. Next week we'll explore the things you must know about these digital products and make them simpler to understand. It's a great value advertising format that you shouldn't be ignoring!

In closing - Yellow Pages still has a place, but where it once stood as the marketing form you couldn't do without, there are now more opportunities to stand out in the mind of your target customer that could work better for you. Sensis have diversified their product offering, but as with all advertising you must weigh up the cost and return. Always remember that marketing should never be a cost, it should always be a clear investment.

Quote of the Week

Touchpoint Awards

The individual moments that leave deep impressions

Woohoo of the Week – Positively Tasmania
It’s great to see people spreading positive messages about Tasmania, and this is one group that is really doing it well. With over 400 members to the Positively Tasmania Facebook group, there’s a great mix of people across the state contributing to this group. While most comments are about fantastic Tasmanian service or products, there are some people who use it as a forum to discover the ‘local favourite’ – and so many users are responding to help people out. It’s a great community group that’s worth celebrating! Of course we'd still love you to share amazing touchpoints on our Facebook wall too.

Booboo of the Week – Air Australia & the Australia brand
After the collapse of Air Australia last week, there's been a lot of media interest in what went wrong. But the real booboo here is Air Australia’s failure to recognise the significance of their brand association. Air Australia was flying international with the name ‘Australia’ on their planes and hence representing the brand of Australia. So when an airline shuts down because they didn’t have enough money to buy fuel on the tarmac, people will lose faith in Air Australia (obviously) but this will undeniably flow onto the brand of Australia. While brands strive for the positive associations that they can get by using placenames, they also have to uphold them to higher standards to ensure that they do not damage an entire region or nation.

Thanks for your time, and I hope your week is smashingly effective!

Rick Marton | Brand & Culture Architect

Perspective 75: Brand Strength Through Partnerships | Greenhill Nurseries | Air Australia | Last Chance To Win...

Wed, 21 Mar 2012 06:36:00 GMT

To gain momentum in your individual or organisational brand, you need the brand to be strong.

Strength can be obtained individually, but it can be accelerated when you align with other brands that represent the same values and behaviours.

Just this week I heard that small Tasmanian operator Natural Infusion had won a contract to supply the MONA Pavilions, the premium accommodation option at MONA.

The Natural Infusion product line is something different, but it’s of great Tasmanian quality, so it enhances the guest experience.

The high calibre brand of MONA and all it stands for in-turn lifts the trust in the brand of Natural Infusion.

It's amazing how a little toiletry can mean so much!

The Pullman Reef Hotel Casino in Cairns lists on their website and Wotif profile that rooms contain the luxurious range of Aveda products.

Again this simply strengthens the luxury brand.

Sofitel Hotels are the pinnacle of French hospitality at the Accor Group. They feature French amenities in their bathrooms and also feature the music of a French musician when you enter your hotel room. But it doesn't stop there...

In this particular Sofitel, they promote that each Club room has a Bose Soundsystem. Again Bose and Sofitel sit in the same calibre of quality and aspiration.

In short, these partnerships make each brand stronger than they would be as individuals.

Another partnership is the Royal Guide Dogs and Kleenex. Their link? Labradors. It doesn't necessarily promote quality as such, but it does build a credible level of awareness for both brands. For some it might be that each of the brands keeps each other at the front of the mind. For Kleenex it shows they have a deeper interest and pride in the Labrador breed than simply using it as a marketing ploy. In fact a Google search will actually show people selling a dog that is "a full sister to the puppies used on the Kleenex ad." The partnership works!

So now we know partnerships work, who should you be aligning with?

It should be a win-win situation but don't forget you want to make sure both parties keep their noses clean.

The point:
When two parties have strong integrity and similar values, partnerships are worth their weight in gold. The best part is they need not cost anything at all.

Quote of the Week

Touchpoint of Mixed Feelings

Spring Valley Juice
Whenever I'm with a friend that grabs a Spring Valley juice, I wait for them to share a 'liddle fact'...an interesting fact that is hidden under the lid.

But the problem was, I was waiting for it and both our lids were empty!

Was it a Booboo because there wasn't one in there, or a WooHoo because by removing it they made me realise I missed it?

Food for thought but at least the juice was nice!

Touchpoint Awards

The individual moments that leave deep impressions

WooHoo of the Week - Greenhill Nurseries
Great brands build influence. The best way to do this is by education. Generally humans like learning new things, especially when it's so easy to do. I saw a TV ad sharing information about how to spot a healthy manfern. The tips were easy and if I were going to buy a manfern then I'd be choosing to go the place that told me how to spot the best ones. It's simple, but sharing information can make you an authority on a subject and that's enough to make you the supplier of choice.

BooBoo of the Week - Air Australia
This photo on their Facebook page has been removed and was simply a bad judgement. Their tagline of 'Get Airbourne to Melbourne' was a promotion for flights to Melbourne to experience the Grand Prix. Unfortunately they had used an image that shows a F1 car in the air, which their Facebook users quickly commented was in bad taste considering the driver in that crash had apparently died. A lesson for us all to think before you post.

Last Chance to Enter the Virgin 'Secrets' Competition

Head to our Facebook page and tell us what industry you'd revolutionise and tag the person you'd partner with to do it. The prize is two seats at the Virgin Secrets Breakfast at Quamby Estate, Tasmania on Monday February 27. Entries close Wednesday 15th at 5pm.

It's been a huge month and things are getting busier! I hope 2012 is shaping up well and if it isn't feel free to email back and tell us what you'd like to get help with. I'll make an effort to write on the subjects that will best help you supercharge some great word of mouth!

Cheerio,

Rick Marton Brand & Culture Architect