In essence, it doesn’t seem like a difficult request to fulfill:  gather the tools and resources at our disposal, and lay them out for someone to see in a lovely list.  An Excel Spreadsheet, even.   And, in theory, it’s easy to categorize what tools might be helpful consider putting in someone’s toolbox.  Yet as I find myself sitting down repeatedly to craft this list, I continue to struggle.

Because it’s not in the list — it’s in the strategy and skilled execution of the plan that the magic actually happens.    It’s similar to having Harry Potter’s list of school supplies.  Even if you could find the perfect wand (yes, I know the wand chooses you, Potter fanatics), education, knowledge and care are required to pull off the perfect spell.

My hesitation and struggle in creating this metaphor for my friend is this:  without fully understanding what he’s trying to accomplish, any such list holds very little value.  It doesn’t provide recommendations, guidance, priority, or measurable results.   Instead, it’s almost dangerous because it might send him down a path without the appropriate guard rails in place.

Ultimately, the presentation ended up titled the “Universe of Marketing.”  A 150 Million KM view of how the pieces put together.  I pulled in a 3rd grade graphic of the solar system (old, as Pluto was still a planet on this version) and outlined the planets as aspects of what we do.  The metaphor works well enough to explain the depth of information within each area of business, and to some degree the scope of ‘orbit.’  The presentation went well in person, when I was able to explain the weaknesses of the metaphor, dig into some of the intricacies and overlap, and answer questions as they came up.  However, it’s also one I’m not likely to share without being available in person to fully explain.

The number of options available these days to craft a strategic plan are as infinite as the universe itself.  There’s no one ‘right’ solution, just a variety of tools to be used to meet your end goal.  Beware of any organization that utilizes a ‘one fits all solution’ or fails to think about the big picture while asking questions and crafting your plan.  And ensure you’re carefully considering your measurable end goal.

Is what you don’t know you don’t know keeping you up at night?  If you find yourself lying in bed concerned about a business problem that needs a solution I won’t offer an intricate chart to let you go off and figure it out on your own.  But I can offer this:  a willing ear, diplomatic and straight-forward questions and guidance, strategy, and a customized solution based on what makes sense for you.  Plus, we’ll have a hell of a lot more fun and be more effective than if I just give you an Excel sheet with a list of things you *might* want to consider doing.

What methods have you found that are helpful in taking an integrated approach in your marketing strategy?

The best answer is found by considering your own needs, your current knowledge of the process and available resources.  Still, because I hear this question so frequently, here’s my two cents in the hopes it helps you in your own researching phase.  Of course, I’m also always happy to guide you to a decision in person, as well!

How to choose an Agency

You’ve most likely realized that working with an agency brings the benefit of having a team of experts, each adept at their particular area and experienced at working with others to produce results no one could achieve on their own.  At this point, the choice should become less about price, and more about fit.  Here are a few questions to ask yourself as you begin the research phase:

Has the organization does this before?

Yes, your needs are unique, but the organization you work with should be able to provide comparable examples to the work you need under discussion. At a minimum, look for signs that the organization has skills that will be easily transferrable to your project!

Can the organization provide comprehensive strategic thinking?

Most agencies can throw together a website these days.  However, the recommendations provided must consider your long-term organizational goals.  If you’re not discussing the ways the strategy will provide a return on your investment, your team may be missing the boat.  Also, make sure your team is capable of bringing ideas, recommendations, and long term support as your needs or problems change.  A great article we’ve posted on in the past about digital vs. integrated marketing teams was written a few years ago by our own Topher Overstreet.

Are the recommendations provided scalable?  Do they integrate with your full plan?

Your team is responsible for ensuring your project meets your immediate needs, but should also be an advisor to keep you abreast of the latest trends and ideas to further enhance your business.  Additionally your agency should steer you in the right direction because a tool meets your needs, not because it’s something they like doing.  (A great read about custom Content Management Systems by Doug Karr can be found  here.)

Do you have an excellent rapport with the team you’ll be working with?

Expect to have a few bumps in the road.  Your agency team should be your advocate, and will occasionally need to ask difficult, challenging questions.  Ensure you’re comfortable that the team you’re working with will do so, and that when they do, you’ll be comfortable answering them honestly.   Do you feel like you’re interviewing these guys?  Run.  Like.  Hell.

Does the team have great references?

Most agencies have case studies of the work they’re proud of on their site.  If you’re happy with the look and feel on their portfolio, ask for references and ask about their satisfaction with the work throughout the process, and after the project was completed.   The number one question:  was it effective?   The number two question: was the process fun?

Making a choice about the organization to work with does require research and a great deal of trust.  Above all, make sure you’re comfortable that the team you work with brings the right mix of skills to make your project both effective AND enjoyable.  I’d love to know – what research did you do when you chose a team to work with?   What other steps or questions would you recommend?

Closet Works Customers Near You Map

Closet Works specializes in creating custom cabinetry, and with more than 22,000 customers in the Chicago area, they had a powerful client base but no way to use it to attract more customers. After all, custom cabinets aren’t something the typical homeowner purchases often.

Closet Works partnered with xiik to develop a customer map tool that shows potential customers just how much of an impact Closet Works has had in their area. The xiik-designed Customers Near You map enables site visitors to plug in their zip code and see how many of their neighbors within a 5-mile radius chose Closet Works for their custom cabinets.

Customer information and address are left anonymous to protect privacy, but individual branded placemarks identify the collective presence that Closet Works has within a neighborhood. With so many customers, the visual effect of the map is immediate and impressive.

Closet Works’ Customer Map is featured prominently on their homepage. But they know this application of technology isn’t a one-stop solution for growing their business, and they carefully consider all aspects of their brand online and in person. They specialize in good customer service, as their 4.5-star rating on the popular review site Yelp attests.

Closet Works has proven that it’s easy to leverage what you already have with new technology if you work with the right people. If you’re interested in learning how you can use new technology to grow an established customer base for your brand, contact xiik today.

A nine-year-old boy stood more than 20 feet in the air in a hayloft, stretching his hands out toward a rope swing. His friend below had just launched the long rope (which was strung from the very top peak of the barn) up toward the boy above. But just as the boy reached to grasp the rope and swing out across the barn, his friend accidentally pulled back on the rope to relaunch it and looked up to see the boy suddenly falling down—head first—toward the hard, wooden floor below…

Cliffhanger! What does this story have to do with anything and why is it related to xiik?

Marketing is all about telling stories. I was reminded of this yesterday while attending the MBO Conference in Indianapolis, Indiana. Two of the sessions I went to were focused on content planning and strategy—very critical for successful marketing campaigns.

Don Schindler of AgencyND spoke about the successful elements of a story:

The Exposition—quickly setting the scene
Hook—revealing the problem
Rising Action—keep them hooked while building the story
Climax—everything builds to this moment
Resolution—finally giving the answer

Seventh grade English, right? I recall sitting at my desk in junior high, sketching that graph every English teacher wants you to learn. You know—the one that looks vaguely like a mountain range?

So what does basic plot structure have to do with marketing? Everything!

Your target audience must be engaged with your message to gain their interest in your product/services/ideas. A compelling story will captivate your audience and draw them in so that you can lead them toward your goal.

Many folks in the marketing industry fall back on the easy route—using the same old marketing language: “our product can change your life” or “we will beat our competitor’s price.” In this way, we forget that effective marketing messages aren’t written for a company’s compliance office or CEO—they are written for everyday people who are captivated by real, compelling stories about mystery, intrigue, romance, and adventure!

The young boy falling down from the hayloft in the story above was my father’s cousin and the boy standing below was my father. Miraculously, as his cousin was falling down, one of the hay bales in the stack below him just happened to be sticking out a bit from the others and managed to break his fall enough to flip him around so he could land feet first. Had those bales of hay been stacked squarely, he may not have survived that fall. My father recounted that story to my brothers and me when we were children as an example of how one tiny unexpected thing can change your life.

To me, successful marketing is like that bale of hay. A fascinating story that sticks out from the usual “marketing speak” can capture people’s attention and possibly even change the course of their life by influencing them to make a decision they wouldn’t have otherwise considered.

I know I am reenergized—how about you?

Unfortunately, this post is not reserved to explain how mind-blowing the conference was, but rather the trouble I had trying to make it home in one piece.

It was a brisk California morning when a large group of us, including my partner in crime, Zeb Wood, decided to rent a car and take a road trip to Malibu for the day. You should know that our flight left the Los Angeles airport at 10:30pm that night! That didn’t stop us.  We headed to Malibu beach to play volleyball and freeze our butts off in the cold water for half the day. The remainder of the day, we were invited to a beautiful wedding ranch on the side of a mountain where we started to really push our time. 8pm rolled around and we are still on a tour of this amazing ranch. We couldn’t resist!

Cut to me flying down Highway 1, weaving in and out of traffic in an attempt to get all the way to the airport, drop off the rental car and check in before our flight took off. Needless to say, we pushed our time too far and missed the check-in by mere minutes! “Bummer,” we thought. But, at the same time, we knew the fault was on us. For now…

We proceeded to the counter designated for special people, like us, who had problems with travel. Finally reaching the front of the line, both Zeb and I went to separate counters to figure out how to get on standby for the next flight. Boy, were we wrong! After a confusing and very unhelpful conversation with the Delta attendants working the counter, we were told that because of “Priceline’s agreement with Delta” we would need to purchase completely new tickets for the same flight the next night. Only one word comes to mind: expensive! Overall, we were extremely upset and left confused as to why we had to purchase completely new tickets. Not cool. </rant>

So, what do we do now? In the heat of the moment, I could only think of one idea where I could simply tell my story and possibly reach someone at Delta about this unfortunate situation – Twitter. If you want to read my first tweet about the situation, it can be found here. As you can tell, I was a little upset.

To my amazement, after a couple days, @DeltaAssist direct messaged me and asked me to tell them my story. It took me about 11 messages, but I let them know what was up! Sure enough, one week later, Zeb and I both received emails from Delta with a sincere apology and $50 in credit vouchers for purchasing another flight with Delta.

At this point, I realized the power of Twitter. From a simple 140 character-long tweet, I was able to gain the attention of this enormous company and have my story heard! Four years ago, Twitter was created. Two years ago, I would not have been able to get this response from Delta. They may not have even had a Twitter account yet! I predict this type of customer feedback is and will become extremely popular in the very near future. Hold me to that.

All in all, I am pleased that Delta took the time to address our situation and attempt to do as much as they could to correct it. I guess I’ll call it Delta’s second chance. Hopefully they get it right. And don’t think this guy will be missing a flight anytime soon!

Although I consider myself a good driver (minus the slightest case of road rage), I am also one of millions of people driving Toyotas all over this country. Every time I jump on the Interstate, I wonder if this will be the day that my car decides to play Toyota Roulette and careen out of control.

In college, I had a friend who liked to drive down a big hill on campus with his windows down and yell “NO BRAKES!” just to freak people out. It was pretty hilarious. And although I still laugh at that prank, I never thought I might have to revisit those words in a real-life situation. It’s been in the back of my head as one of those things I might resort to if my Prius decides to become a death trap.

Beyond the obvious engineering lapse, my biggest complaint is that Toyota has utterly failed to communicate with car owners about these problems. A few months ago, I received a letter telling me that the floormats were to blame for “acceleration issues” and that I should remove them. However, in the several instances of out-of-control cars that have been publicly reported, most experts point to the computerized braking system as being the probable cause. Toyota also says the safety issue is only limited to later models, although the cars that are affected seem to run the gamut from 2005 to current models.

Like any company enduring a PR nightmare, Toyota needs to learn the tough lesson that the truth is always the best defense. In the name of both safety and salvaging its brand, Toyota needs to admit the full scope of its failure and not mislead its consumers with half-information. While they might lose money in the immediate future, coming clean and taking full responsibility will help build confidence and trust in the company again.

In the meantime, perhaps Toyota will consider changing their tagline to moving forward…and forward…and NO BRAKES!

Everyone has heard of Netflix in some way or another by now. The ads are everywhere and the service has rapidly become a household staple for many.  I finally took the plunge myself and purchased a membership. Like me, most people used to drive to Blockbuster only to find that the movie they wanted to rent wasn’t in stock or was being rented by someone else. This obviously wasn’t cutting it for the “fast lane” society that, at the time, we were becoming. So a couple of dudes from California thought up and pitched a service that would allow customers to rent movies from a website on a pay-per-rental basis, and it eventually evolved into the flat monthly rate service it is today. So, how did this all come to be?

Since their launch, Netflix has encountered several other start-ups trying to sell the same service, but nobody has been able to do it as well as them. Wal-Mart and even Amazon (in Germany and the UK) have tried to release similar online services through their companies to their already loyal customers, but they eventually fizzled out. Wal-Mart now even has a cross-promotional agreement with Netflix! A partnership like that is huge — consider how pervasive Wal-Mart is and the comparatively tinier size that is and always will be Netflix. No offense to Netflix, we can’t all be Wal-Mart.

Now to my favorite part: the website. Netflix’s usability is amazing – from recommending movies it thinks you would like, to letting you stream many of the popular movies straight onto your computer or X-Box 360, PS3 and soon, the Wii. As a new customer, it only took me a couple minutes to get used to the site and how it all worked. That is incredibly important to keep in mind when designing the functionality of your websites. You could have a beautiful design, but if the layout is jumbled or confusing, it will not keep the user engaged and you’ve just lost a visitor or potential customer.

Another thing I love about the Netflix site is the way everything is interconnected. As I’m browsing through the legions of movies in the Netflix database, I have the option of adding them to my DVD Queue or Instant Queue. The way the site is connected through your personal profile is by the rating system and movie recommendations. As you rate more and more movies, Netflix gets smarter and better at guessing what movies you would like. Just an FYI, my queue is already big enough to last me months!

Netflix is also changing the business plans of other similar companies. More and more Blockbusters are closing their doors and driving to the movie rental store on a Friday night may soon be obsolete. We’ve also seen other businesses pick up on the practices of Netflix. Gamefly is one example of this. They have a similar site as Netflix for video game rental. Most hardcore gamers hate leaving the couch, so having their next game delivered right to their front door changes everything. Genius!  Red Box is a bit different, but nevertheless changing the way we rent movies. You can find these in places like McDonalds or neighborhood grocery stores. Red Box is, quite literally, a red box that has several new release movies in stock. Just slide your credit card, choose your movie and the box pops out your DVD. Consider it a vending machine for movies. Movies are only one dollar per night, so you won’t have to worry about late fees.

The changing movie rental industry is easy to use, personalized and fun, which for me equals addictive. Entertainment is a booming business integral to our lives and culture, so there will always be new and classic films to watch and great services allowing you to do so. People will always be searching for the perfect movie for their next date or, for aspiring filmmakers like myself, research and inspiration for professional endeavors. Whatever the need, Netflix has really started a revolution in entertainment, putting practically any film and TV series at the tips of our fingers. Go check it out and consider the free 14 day trial. After all, it’s FREE! Do you already have a Netflix account? What are your thoughts on the service?

Evaluate Your Goals
How has your business changed in the last year? What’s 2010 going to look like for your industry? Do current sales meet your expectations? Are you making a compelling case for your product or service to a targeted enough audience? What have you learned? We all work hard every day to keep the little gears grinding, but it’s crucial to take a step back periodically to tweak your overall course. Sit down to restate what you want for 2010, assess what worked in 2009, and imagine how you can shake up those pieces that need more focused attention or an entirely new tactic.

Listen to Your Audience
The best source of advice is often those people you are looking to please the most: your clients. They can offer valuable clues to engage them if you’ll just listen. Now, listening doesn’t involve just our ears anymore; there are many tools marketers can use to better understand their audiences. If you haven’t already, install data metrics & tracking software like Google Analytics on your web site to audit geographic demographics and behavioral patterns of your site’s visitors. What pages keep your visitors’ attention the longest and where do most flee the site. Research tools like Quantcast can be leveraged to get an interesting picture of the internet trends for your target audience. And get on board with digital word-of-mouth by staying involved with social media sites.

Audit Your Methods of Communication
Remember when people used to just talk to each other? Like face-to-face? Yeah, well there’s an increasing number of ways to interact with your clients and the most successful efforts are those that integrate several modes of communication, proportionate to the habits of your target market. Your options these days are in-person, phone, HTML email, your website, ads on other Web sites, social media, and traditional forms of advertising like mailers, print ads, television, and radio. Do you have the right mix? Are the tools you’re using having effect? Are you cross-promoting (i.e. social media links in email blasts)? Is your website too content heavy? Consumers respond more to visually engaging experiences online rather than a page of text. Are there any opportunities to convert paragraphs into interactive media like video, slideshows, etc?

Rethink Your Budget
Some businesses think they should axe their marketing budgets when the economy goes south, but there are more responsible tactics to trimming expenses.  Strong, effective marketing campaigns don’t always mean dropping big bucks.  Consider the return on your investment, which is highly trackable these days. Strategically targeting and communicating with your audiences can help grow your business. Can you redirect resources from an underperforming activity to one that’s working? Is the underperforming activity failing because your approach is not quite right or because it’s simply not a smart way to reach your audience? Ask these questions before making cuts. And marketing cuts may be unavoidable, but the most critical imperative is for you to prioritize. It may take more planning, but as the economy rebounds, your business will have remained relevant and visible in the public eye. And you’ll outperform those less savvy competitors.

Be True to Yourself and Your Business
Be authentic. People are often smarter than we give them credit for and many can see through a false façade. We as consumers appreciate authentic, heart-felt communications. And in this digital age, anyone can try their hand at the latest new-fangled gadget or digital idea; but those who succeed in digital media approach it with careful planning, research and strategy. Does your brand adequately reflect your company’s values and culture? Avoid hyperbole. Sure, find the magic in your company’s story, but don’t over-promise and under-deliver. Good branding (and by extension, marketing) is about defining an identity and purpose of being that everyone can unabashedly embrace. Create an organization in 2010 that you, your employees, and your clients can all be proud of!

As the holiday season rolls around, lately we’ve been noticing some significant changes to websites that aim to spruce up marketing (no pun intended?) and maybe catch the attention of a few more customers. This comes as no surprise, though. Just as countless stores of all types redecorate their display windows for the holidays, the same concept applies for most websites, too. And it makes perfect sense! Why not, right? In this digital age, it becomes easier and easier for us to make purchases online within the comfort of our home. “Look ma, no waiting in lines!”

Most of the time, shopping online is your safest route because you can find discounted items simply because of the e-commerce system: These products don’t need to be shipped to individual retailers, but instead can be sold straight from the manufacturer; hence, cheaper costs for them and less of a hole burned in your wallet. I just love saving money while in my jammies.

Enough small talk, though: let’s get to some solid examples, shall we? Whether a company has completely revamped their site with a whole new theme or is just adding small flourishes here and there that add some holiday cheer, the act of change and keeping your branding fresh is a great way to engage new audiences or break expectations with repeat customers. All of this serves to keep viewers on your site for just a little longer. One site in particular stood out to me and actually inspired this post: WordPress. Yeah, not much of an obvious change at first, but if you stay on the page for an extra few seconds, you will see snow start to fall past your screen. To me, this is simple yet brilliant — an example of bringing a real world element with an emotional resonance into the digital sphere. And of course, after I looked into it, you can even make your blog snow if you have a WordPress account just by clicking a couple buttons.

Some other sites worth noting are Just Pop In, Target, Overstock.com, and even Ebay. As you can see, they didn’t require much at all to change the look and feel of these sites from their everyday standard to winter wonderlands. Consider branding yourself for the holiday season: add a new banner to your page header, throw some ribbon around that logo, or even add your own holiday gift browsing widget like Walmart created! Some efforts may be more trackable than others, but there’s no doubt that if done right, it’ll make everyone feel pretty good.

Have you stumbled across any good sites that are trying to jingle some bells or let it snow? Did they warm your heart like cocoa or leave you saying Bah humbug? Leave the link(s) in our comments section. We’d love to see them!

Ok, now even this struck a nerve with me and as many of you know, I’m a MAC user. In fact, I’m using one right now. I don’t smoke, but I can’t imagine my frustration if I was refused service due to a habit completely unrelated to my personal computer. Obviously, this is what these customers are feeling. According to the article, Apple now considers the smoke a biohazard to its employees. If you haven’t been keeping up with Apple’s “green” initiative, their business model is now partially based around keeping harmful chemicals out of its products, which is definitely respectable, but where do we draw the line? Refusing to repair and thus forcing a customer to purchase a new product also clearly defies their “going green” initiaitve.

Here is a testimonial from a frustrated customer in the UK: “I checked my Applecare warranty and it says nothing about not honouring warranties if the owner is a smoker. The Applecare representative said they defer to the technician and my son’s computer cannot be fixed at any Apple Service Centre due to being listed a bio-hazard.” So now how can Apple prove themselves correct on this matter? I mean, I bought the Apple Care warranty. I expect everything to be covered! After all, it’s pretty expensive! If they give the technicians leverage over policy details that should be expressly stated in the warranty, doesn’t that really undermine the value of the warranty?

While I can understand the customers’ dismay with this contentious issue, I do want to at least try to side with Apple for the following reason: The US Occupational Safety and Health Administration has listed nicotine as a hazardous substance, and if a customer is going to subject the Apple product to repeated exposure to it, should Apple and its employees have to come in contact with such a substance? One wonders just how many MACs a technician encounters with obvious nicotine residue in a given day. But is this just an excuse to save a couple extra pennies? Apple makes plenty of money. A repair definitely doesn’t break the bank for them by any stretch of the imagination, so maybe they are really trying to be legitimately green for their employees. What are your thoughts? Do you agree with how Apple is handling their smoking customers?

Thanks to PC Pro for the article!