Never Too Busy for Courtesy

By Pam Hadder

The Blame Game
Some blame it on technology, some blame it on the fast pace of living, and some blame it on an uncertain economic future, but basic courtesy is falling by the wayside - on that point most of us can agree!  You will have your own examples, but maybe you can relate to some of these: no response to emails, voice mail hell versus living voices, and service people who begin talking before you can communicate your needs.  At SWJ, we still believe that basic courtesy is essential, so regardless of the underlying causes, we are never too busy or too jaded for basic courtesy.  Not only does courtesy assist with efficient use of time and resources, courtesy is noticed and appreciated and it builds collegial relationships; whether by digital communication, by phone or in person.  Committing to basic courtesy shows our respect for others and that we appreciate their time and contribution.  Basic courtesy is the first vehicle we use to acknowledge other human beings - it tells others that they matter.

Everything New is Old Again
It's not NEW - the trend began several years ago.  SWJ used to send out seasonal promo items to key suppliers and clients.  Although we sent thousands, we could count the thank you responses on one hand! After years of this we have opted to support a select number of worthwhile community causes instead.  For example, donations to a local theatre group working for social justice, a pizza party for a core area daycare or educational support for a single parent.  We find that these small gestures of support are always acknowledged with a sincere thank you.  However, when we mail out correspondence of any kind - supplier client, personal or service - we are somewhat mystified as to why people do not acknowledge receipt. It takes repeated follow up by phone or email to cajole, or sometimes extrude, a response. We hate to use the dreaded "Request a Delivery Receipt" or "Request a Read Receipt" but sometimes, in a critical business context, we have to resort to robotic insistence for some acknowledgement.

Bucking the Trend
I recently read in an online forum that if we are frustrated by the epidemic lack of basic courtesy, we can address the problem by: a) committing to basic courtesy ourselves; and by b) embracing random acts of courtesy every day - such as opening a door for a busy parent with kids in tow, taking out garbage for an elderly or infirm neighbour, letting a car merge into a busy traffic lane, or stopping to allow pedestrians to safely cross a street versus rushing to turn our vehicles ahead of them.

WE Still Matter
Yes, we are all working harder with greater uncertainty - and yes, technology is training us all to be knee-jerk reactionaries who sometimes confuse social media with in-person realities. Rather than normalizing aggression and rudeness, consider that basic lesson of leadership; we are each capable of influence and our actions affect others, whether or not we consciously connect to or buy into those impactful realities.

Brands of Influence

The Globe and Mail featured an article (Jan. 31, 2014) containing results of an annual list of influential brands as released by Ipsos Reid.

Roughly 5,000 Canadians are surveyed and asked branding questions about a brand’s trustworthiness and innovation, and whether it plays a central role in those consumers’ lives (presence; corporate citizenship; and engagement).

Included in the Top 10 Most Influential Brands in Canada, according to Ipsos Reid, were:

Google

Facebook

Microsoft

Apple

Visa

Tim Hortons

YouTube

President’s Choice

Walmart

MasterCard

President’s Choice and MasterCard were both new to the top 10 this year.  Other fast-growing brands included Netflix, Hudson’s Bay Company, and McDonald’s Restaurants of Canada.

Interesting differences were seen in how the genders, generations and regions view brands.  The Millennial generations love YouTube, Pinterest and Netflix, while Gen Xers find The Weather Network as more influential than their Boomer or Millennial counterparts.  Among iconic Canadian brands, Tim Hortons is very influential in Ontario, while the CBC ranks particularly high among men, Boomers, and those from Quebec and the Maritimes.

In 2013, the Most Influential Brands study was also conducted in 15 other countries to find the most influential brands in the world, including the USA, Mexico, Brazil, Argentina, UK, France, Germany, Italy, Sweden, Belgium, Netherlands, Australia, China, Taiwan and Singapore.

Easy as X-Y-Z

By Wendy J. Miller

The basics of marketing are simple. Take a product or service, which we’ll call X. Anticipate what potential consumers want, Y. Align X with a promise to deliver Y to produce the client’s goal, Z – be it trial, positive perception, or brand loyalty. Repeat.  Here’s the rub: to be successful, the formula needs to ring true in reverse too: product/service X + trial/perception/loyalty Z needs to deliver on brand promise Y.

The formula works wonders with concrete brand promises, which marketers make when a product is different in a meaningful way from its competitors. For example, Apple makes a new computer. Recognizing consumers’ frustrations with their PC’s knack for crashing, Mac creates a series of ads poking fun at its counterpart’s inadequacies. The message resonates with Steve, so he goes and buys an iMac. It doesn’t crash. Steve tells his friends. Some, encouraged by his testimonial, buy one too, and tell their friends. The story practically writes itself, especially advertising supports what you friend has already told you.  It’s a “true” confirmation of the message you need/want to hear.

But when a product is materially similar to its competitors’ (like in the soft drink industry), marketers often need to make intangible brand promises to differentiate the offering. Ultimately, their goal is to link their brand with a highly desired feeling or esteemed value so that consumers have something to buy into – a perceived reason to favour one product over another.

In the past, this has been accomplished this through traditional advertising. For example, Coca-Cola has been selling “happiness” for decades through cinematics.  First there was “I’d like to buy the world a Coke” (and, of course, that would lead to world peace) and now there’s “Open Happiness” which continues to market Coke to the world.  But these days, people are much more media savvy and reluctant to drink the corporate Kool-Aid, er, Coke. 

So rather than just tell consumers through traditional media that Coke is happiness, Coca-Cola has begun to show consumers how great Coke-flavoured happiness can be by bringing it to real people, and then sharing it with others through social media as a form of brand testimonial.  This act makes an abstract brand concept more concrete, more tangible, more real.

Does it make everyone want to run out and buy a Coke? Probably not. But that’s not what it aims to do. It is intended to increase positive perception about the drink and support its brand promise – happiness – so that you, and your friends, can share a global feel good moment, courtesy of Coca-Cola. 

Perpetual Interview???

By Pam Hadder

Through thick and thin, the majority of our core business has come via referral – a natural byproduct of work well done.  However, SWJ President, Wendy j., once remarked on how working in our industry is like being on an endless job interview. It is true that sometimes there is a sense of having to prove oneself, despite repeated demonstrations of ability! So, like other firms, we have been known to compete for business.  Enter the world of RFQs and proposals – oftentimes a dark-skied place of fuzzy lines, fiery hoops and highway robbers!

Sound less than appealing?  Well, truth be told, very few of the current RFQs that cross our path are properly written and administered – we are becoming increasingly wary and discriminating of any RFQ/RFP offers. Typically what unfolds is an unrealistic list of demands, at times even including the supply of our recommended strategy and creative solutions – all this without payment, and within short timelines.  Some false assumptions are at play here:  a) we work for free, even though no one else does, and b) we are willing to compromise professional standards and ethics for the almighty dollar. 

People pay us for our strategy and for our creative ideas, that’s our bread and butter!  Consider if you needed life-saving surgery, would you ask the surgeon to do a demo for you before you committed to the procedure?  What about a meal in an established restaurant known for its signature salad – would you demand the recipe?  How about electrical services – would you try and dicker with the red seal professional about his approach?  If so, you are NOT our potential client.  As a very basic first step, there needs to be a climate of trust and respect before we agree to move forward with any new client.

Maybe you’ve been “burnt” before?  We agree that our field has become over-run with posers and talkers. In one month alone we had three clients come to us, all of whom had been underwhelmed by the same web firm.  They had each spent thousands and did not yet have what they were promised – like them, we were rather astounded!  Obviously the web firm had a very effective salesperson, and a sketchy implementation process. As such, we recommend that you do your homework – ask about relevant work samples, ensure that you are clear about your budget and expectations, and don’t fall prey to the “friend-of-a friend” mentality. The bottom line is you need capability, integrity and results.

Want to work with us?  We are friendly, good-natured people with extraordinary passion and purpose in our chosen field: strategic marketing and advertising.  We will work alongside you and your team within your defined budgets and timelines to help you achieve your personal and business goals.  We can also guide you through a strategic process to define goals and priorities and/or refine existing goals. Most of all, our solutions are timely and effective – and we can demonstrate real results, proving the effectiveness and value of our strategy and tactics.

Since 1999, we have lived and breathed our corporate motto: On time. On budget. On strategy. Life is just too short for mediocrity.  We are interested in partnering with like-minded individuals to achieve meaningful, powerful business results, while opting out of futile dances with disrespectful, disengaged thinkers. From where we stand, the time for interviews is over – we’re ready to work; now how may we help you?

Working Naked Day and Other Crazy Holidays

By Wendy J. Miller
Who knew that February 1 has been celebrated as Working Naked Day since 2010?  It was created by  home office expert Lisa Kanarek created the event to celebrate the sort of freedoms that one gets from working at home. She could have gone with “Work in Pajamas Day” but she was trying to make a serious statement.

I felt so bad missing Working Naked Day so I thought I’d better check what “special” holidays there are in April.  Here’s what I found:

April 2013 Daily Holidays, Special and Wacky Days:

1.       April Fool's Day

2.       Dyngus Day 

3.       International Fun at Work Day

4.       International Tatting Day

5.       Children's Book Day

6.       National Peanut Butter and Jelly Day

7.       Reconciliation Day

8.       Don't Go to Work Unless it's Fun Day 

9.       Tweed Day

10.   Hug a Newsman Day

11.   Walk Around Things Day

12.   School Librarian Day

13.   Tell a Lie Day

14.   Go for Broke Day  

15.   National Walk to Work Day 

16.   Plan Your Epitaph Day 

17.   Sorry Charlie Day

18.   Caramel Popcorn Day 

19.   No Housework Day

20.   World Health Day

21.   All is Ours Day

22.   Draw a Picture of a Bird Day

23.   Name Yourself Day

24.   Winston Churchill Day

25.   Golfer's Day 

26.   National Siblings Day

27.   Eight Track Tape Day 

28.   Barbershop Quartet Day

29.   National Submarine Day

30.   Big Wind Day 

31.   Russian Cosmonaut Day

32.   Scrabble Day

33.   Ex Spouse Day

34.   International Moment of Laughter Day

35.   Look up at the Sky Day 

36.   National Pecan Day

37.   Reach as High as You Can Day

38.   Patriot's Day 

39.   Rubber Eraser Day

40.   Titanic Remembrance Day

41.   National Eggs Benedict Day

42.   National Librarian Day

43.   National Stress Awareness Day

44.   Blah, Blah, Blah Day

45.   National Cheeseball Day     

46.   Pet Owners Independence Day

47.   International Juggler's Day 

48.   National High Five Day 

49.   Newspaper Columnists Day

50.   National Garlic Day

51.   Look Alike Day

52.   Volunteer Recognition Day

53.   Kindergarten Day

54.   Girl Scout Leader Day

55.   National Jelly Bean Day

56.   Lover's Day

57.   National Zucchini Bread Day 

58.   Take a Chance Day

59.   World Laboratory Day

60.   Executive Admin's Day (aka Secretary's Day or Administrative Professional’s Day) 

61.   Pig in a Blanket Day

62.   East meets West Day

63.   Take Your Daughter to Work 

64.   World Penguin Day  

65.   Hug an Australian Day

66.   National Pretzel Day

67.   Richter Scale Day

68.   Babe Ruth Day

69.   National Prime Rib Day

70.   Tell a Story Day

71.   International Astronomy Day

72.   Great Poetry Reading Day

73.   Kiss Your Mate Day 

74.   Greenery Day

75.   National Shrimp Scampi Day

76.   Hairstyle Appreciation Day

77.   National Honesty Day

Come on!  How crazy are some of these?  Notice there isn’t a Puddle Jumping Day - yet...

Women in Advertising - The Real Story (Part 1)

By Wendy J. Miller

Who said it wasn't until the 1960s?

For those TV viewers who think, as a result of watching the series Madmen, that women weren't involved in advertising until the 1960s, here's the real story.

The first ad woman (or Mad Woman) on record was Mathilde C. Weil. In 1870 she moved from Germany to New York, and not long after her husband died, leaving her with no means of support.  Ms. Weil thus began her career in advertising by booking magazine space for a friend, eventually starting her own agency - The M.C. Weil Agency in 1880.

What follows, is a list of other important historical dates relating to women in advertising. There is inconsistency  in documentation of dates, but the general time frames are in keeping with public records:

• 1907 - Helen Landsdowne was hired by Stanley Resor as a copywriter for a small Cincinnati agency
• 1916 - Helen Landsdowne become Creative Director of J. Walter Thompson (JWT, New York)
• 1917 - Helen Landsdowne Resor (now married to Stanley Resor), formed the JWT Women's Editorial Department, a creative group comprised solely of women - soon these women were overseeing 75% of the agency's billing of what was America's largest agency
• 1917 - Helen Landsdowne Resor created famous Woodbury's Facial Soap ad, using sex appeal to sell the product: "A skin you love to touch."
• 1926 - Nedda McGrath became the first female art director
• 1936 - copywriter, Dorothy Dignam, launched the Ford V-8 "complete style plan" for female consumers
• 1940s - Bernice Fitz-Gibbon specialized in retail advertising and became the highest paid women in advertising, earning over $50K ($800K in today's dollars); she did groundbreaking work for Macy's and Gimbel's, later publishing a book about her colourful career: Macy's, Gimbel's and Me
• 1946 - Jean Wade Rindlaub became BBDO's first female VP
• 1949 - Phyllis Robinson was hired by Bill Bernbach when he started his agency, and he named her Copy Chief. It would turn out to be the most influential agency of all time, called Doyle Bane Bernbach (DDB).  Robinson supervised some of the best and toughest admen of the era (1950s and 1960s).  Their "Think Small" campaign for Volkswagen revolutionized the ad industry.
• 1950 - Mary Wells started as a copywriter at DDB. In 1966, she created her own award-winning agency, Wells Rich Green, where she masterminded the timeless phrase, "Try it, You'll like it."  She also created the renowned "I Love New York" campaign, and introduced the 60 second television commercial (mini movies). In 1969, Wells was the highest paid ad executive.
• 1952 - copywriter, Erma Perham Proetz is the first woman inductee into the Advertising Hall of Fame.
• 1955 - Shirley Polykoff started her career in magazine and retail ad sales before taking a position at Foote, Cone & Belding where she created Clairol's famous "Does she...or doesn't she? Only her hairdresser knows for sure." campaign, earning her a place in the Advertising Hall of Fame.
• 1960s - Peggy Charren created Action for Children's Television to lobby reform on children's TV, which she felt was exploiting youngsters and using insensitive and over-commercialized TV shows to target children. By 1971, Charren's works had sensitized advertising to excessive violence, as well as inappropriate cereal, toy and fast-food spots.  In 1990, the Children's Television Act, setting standards for child-oriented programming, merchandising and advertising, was passed.
• 1968 - Jane Trahey launches the campaign, "What becomes a legend most?" for Blackglama. She went on to become the first woman in advertising to earn $1million a year.
• 1970 - Barbara Proctor opens Proctor & Gardner Advertising and is the first woman of colour to own and manage an ad agency

(to be continued...1977 and Onward!)

Your Voice, Your Way

By Pam Hadder

Social media - can you imagine a day without it? Have you thought about how much social media has changed the way we interact and communicate? The impact has been massive and global, crossing cultures and borders - all within a very short period of time!


Yes, there have been well-documented ups and downs and pros and cons in the fast forward evolution of the social media scene's fab four: Facebook, Twitter, YouTube, and LinkedIn. But social media is here to stay, and positive feedback has far out-weighed the negative.

Hot on the heels of these new media icons, many other online apps and services have arisen - some have been of the "flash in the pan" variety, but others are gathering steam to rival the social media big guns. There is no doubt that the growth of social media and related products and services is nowhere near the saturation point; like the famed Energizer Bunny, it just keeps going and going -and growing! Interestingly, the fastest growing demographic in the Facebook community is currently the age 55+group - some see this as a seal of legitimacy or rite of passage; like a nod of approval from an older, wiser mentor.

Good or bad, necessary or trendy, the majority of us have welcomed one or more social media applications into our lives. Many of us keep in touch with friends, family on Facebook, or follow our favourite celebrities and topics on Twitter. Even if social media has not seeped into your personal lifestyle, you likely have had to acquaint yourself with it to some extent in order to be up-to-date in the workplace - because you know that being out of touch in our technically-fuelled world is a shortcut to professional obsolescence!

But what is the greatest impact of social media? Whether you love it or hate it, social media has enabled each of us to have our say, and to express ourselves when, where and how we choose. Sometimes the voice is part of a carefully planned and executed business campaign, or in support of a cause. Sometimes it is simply random self expression, or connecting with like minds. Sometimes inane, sometimes profound, sometimes enlightening, sometimes disheartening or disturbing - social media is your voice, your way, in the moment.

We are in a time of immediacy - we think it, we create it and we share it almost instantaneously. Choose your actions and words wisely - they now have far greater potential to become a very big deal.