American Airlines is a no-listening zone!

American Airlines is a no-listening zone!

I fly a lot and I understand that planes get delayed, gates get changed and things happen.

But this was ridiculous.

We were booked for a May 27th flight to Calgary from Ft. Lauderdale with a layover in Dallas. The first leg was canceled on May 26th and the wonderful travel agent (Marlin) in Alberta re-booked us through Chicago O’Hare with a three hour and forty minute layover. Quite a feat on a long weekend.

The flight to O’Hare was fine, except an older man collapsed and we were afraid he was going to die. When we got to O’Hare, our flight wasn’t on the Departures Board. We somehow found out that it was an American Eagle plane (small, too small for a 3+ hour flight) and they sent us to a basement gate where we waited for an hour or so before the first of two gate changes with all the relevant gates far apart.

The scene at the last gate, G11, reminded me of the evacuation of Baku in the original Lost Horizons movie, the one with Ronald Coleman. For starters, we shared our waiting area with a lot of nice people trying to get to Atlanta (and they never made it, not that night,anyway.) There were lots of couples with small children, other couples from Europe hoping for a vacation, a woman in a wheelchair … and no word from Johnny M at the desk After we’d waited two hours, a pilot named Tom Hildebrandt showed up. He told me we were taking off, but were waiting for a flight attendant to show up.

We waited until after 11PM, and then they cancelled the flight. Johnny M gave us all vouchers for hotel rooms and food. Our vouchers for a nearby La Quinta were useless because the hotel was already full. Good ol’ Johnny told us to wait for our luggage at Carousel 9, and, like good little sheep, we did, until 12:30 AM when it finally dawned on us that our luggage wasn’t going to show up.

The food vouchers weren’t much use either. All the restaurants were closed. We walked to the airport Hilton and got a room for $230. My companion went back to the airport to see about the lost luggage.

We booked a flight back to Ft. Lauderdale because Johnny M said the next flight to Calgary wasn’t until 7 PM the following day. He seemed annoyed at having to give us information. He rolled his eyes up in his head. Customers seemed to be such a bother. The pilot just left.

The entire time, I was tweeting to my followers (15,000) and getting similar stories back, but no response from @AmericanAir. Our luggage wasn’t with us when we returned to Ft. Lauderdale (not having seen our relatives on the weekend or attended our client meeting on Monday).

Lost Luggage Maria said it would be on the next flight and we’d have to come back to the airport. We did, and it was.

Meanwhile, I kept tweeting, and no word from @American Air, until they asked for my phone number. I direct messaged them the number and they said I’d hear from Customer Service. I haven’t. I have, however, heard from dozens of people on Twitter and Facebook about the awful customer service at American.

Just read about Erik Schonfelfeld, who has 31,000 followers on Twitter and 2 million readers on Techcrunch.com: “I’ve lost count of how many errors American Airlines has now made in this comedy that is my travels. Oh, and @AmericanAir also managed to prove that it is an utterly toothless marketing arm of American which fails when it comes to providing actual customer service.

How can American Airlines not have people on Social Media? How can they alienate us all and survive? I doubt they will if this keeps up.

A Brand personality trap

A Brand personality trap

Elaine’s Restaurant in New York City is going to close on May 26 (NYP article). It’s been a famous celebrity haunt for ages even though its food was never anything to write home about, and there’s a book out now about it: Last Call at Elaine’s.

Elaine’s is famous for its owner Elaine Kaufman, and she passed away last December.

Her image was of a classic tough lady with a heart of gold. She was also smart and knew exactly how to treat her customers and she remembered small details about their lives. She helped struggling writers, joshed with superstars, and took no guff from anyone. She was even a recurring minor character in Stuart Woods’s Stone Barrington novels.

But when Elaine died, the restaurant started to die too.

I’m always talking about injecting personality into your marketing efforts, I even say that sometimes the company owner can be the spokesperson for the Brand. That doesn’t mean focus the company’s whole personality on one person. That can only work in the short term – as long as the key person is around.

Kentucky Fried Chicken does very well now but they had a tough time recovering when their ubiquitous spokesman, Colonel Harland D. Sanders, died in 1980. They eventually brought him back as a pure visual icon. Wendy’s built a great campaign around its founder, the likeable Dave Thomas, but they, too, have had problems finding a focus since Dave passed away in 2002.


(Col Harold Sanders on the left & Dave Thomas on right)

I don’t think a company’s personality should necessarily revolve around real people at all. Capital One was doing okay with its fake Vikings but then they switched to the very real Alec Baldwin and a lot of consumers have a lot of good reasons for not liking Alec Baldwin. Some companies, Hertz for instance, built their campaigns around the very likeable O.J. Simpson who turned out to be, to put it mildly, not a good spokesman.

Fake or long dead real personalities can be fine because they’re completely controllable: Aunt Jemima, L.L. Bean, Ethan Allen, Captain Morgan, etc.

Years ago we worked on Weight Watchers and showed cartoony characters, Brenda and Elaine, who were constantly working on losing weight. They yakked back and forth about exercising like moving their arms in an out against the smorgasbord table. The direct mail was getting a great response when the heads of the company decided that Sarah Ferguson, The Duchess would work better. She bulged up after slimming down, and there were only head shots for a while.

So, a company’s personality can have a spokesperson, but it also has to have a sustainable strategic focus that becomes more of an attitude than anything else. Steve Jobs was ill, and didn’t give his keynote in 2009, and yet the Apple culture, the wonderful products, the iPads we adore…all continue to prosper. Of course we’re always happy when Steve Jobs comes out to present something new too!

Is Social Selling right for your small business?

Is Social Selling right for your small business?

Who wants to pay full-price for anything? Not I.

So I “lit up” when social buying sites like Groupon and Living Social started cropping up. They round up deep discount offers from all kinds of businesses and present them to millions of potential customers.

That “millions” is misleading. Groupon, for instance, has about 60 million consumers signed up but that’s nationally. The offers (and the businesses that make them through the social buying sites) are mostly local: restaurants, spas, etc. I received three offers: 50% off Asian Fare at Soo Woo, 60% off at Women’s Film & Art Festival and 70% off Botox (Ouch!).

I’ll give you my e-mail, but not much more!

Consumers start by logging onto a social buying site which, somehow, knows roughly where you are. In my case, that’s Miami. You’re asked to confirm that, then they ask for your email address and age. No big deal. Then up pops up another screen that asks for more information: name, address, etc. This is a little off-putting for some of the people I’ve talked to.

I found the geography a little odd at times. Today’s deal of the day at Groupon is for a business clear across town. If you’ve ever driven in Miami, you know that it might as well be in another country.

Don’t Jump on the bandwagon, yet!

Nonetheless, small businesses seem to find social buying sites to be dream marketing tools. They pay no initial set-up fees and commissions are negotiable.

Groupon handles all of your purchases through their website and they’re very involved in making sure their clients are successful. If you’re not successful then they’re not successful.

Of course there are potential downfalls. If you run, say, a mom and pop ice-cream shop that regularly serves 40 or 50 people a day, what would you do if 500 people showed up?

How can i lose? Profits are slimmer?

And, in a recent survey, 32% of business owners lost money running these types of promotions.

Open bar…we’ll lose our shirts!

I’m not sure how the survey was conducted and I’m never sure how companies calculate “loss”. One of my favorite examples of this problem comes from a friend who ran a bar in a ski area up north. Business was fine in winter when people were skiing but a little slow in the summer and shoulder seasons. So my friend suggested to his partner that they send a letter to all the adults for miles around inviting them to a party with a free open bar from 7 to 9 on a Friday night. “Are you nuts? We’ll lose a fortune,” screamed the partner. My friend ran the math and finally convinced his partner. And they did lose money from 7 to 9. But in the next six hours they had their best night ever! And for the rest of that off-season, they had one profitable night after another. The math worked.

Will I ever make my full price again?

I think that’s the same kind of math that makes the deep discounts on social buying sites a good idea. In a way, it sounds like the Marketing Allowable from Direct Marketing 101, but you have to run your own numbers before you get involved. And you have to consider things like:

- Will discounting your product or service damage the integrity of your prices? Will people just wait for your next coupon and not bother to pay full price?
- What is the potential Lifetime Value (LTV) of customers who come in for special offers?
- Are they “opportunity seekers” and not repeat customers?

You also have to think about your current customers. Will a loyal customer paying the regular price get irritated when newcomers pay half that? Maybe and maybe alienating your current customer base isn’t worth it.

It can also become an issue when businesses don’t treat social site buyers as well as they treat their regulars.

Maybe I’ll go to your cafe this week.

Just the other day, I bought a Groupon for a local restaurant. When I showed the hostess my Groupon, she (and the rest of the staff) made my guest and me feel out of place in every way imaginable. I’m not going back.

For some businesses like salons, spas, restaurants and recreational activities, social buying can be great idea. But what about other businesses like lawyers, accountants, advertising agencies, realtors and other services?

What do you think of this social buying phenomenon? I’d love to hear from you. Please comment below.

I Tweet therefore I am.

I Tweet therefore I am.

I went to a Gilda’s Club luncheon yesterday with about 150 other women, only three of whom I knew. We were all there to help Gilda’s Club raise money to support people living with cancer.

It was a lot fun for a good cause but I was mildly distracted by an odd thought that kept recurring throughout the afternoon: This is a lot like Twitter. It hit me just after we got there. Some people had bought whole tables so, of course, we couldn’t sit at them. I joined a table with mostly strangers. It was like Twitter only with Twitter, my computer is the table.

I like to meet lots of people.

Just as with Twitter, I talked to some people I know but mostly I looked forward to meeting the people I’d never met before. On Twitter, I follow new people all the time as long as they aren’t spammers, bots or think frequent cussing is cool. A friend tells me you’re cool on Twitter only if you follow few and have thousands who follow you. With me, it’s the more the merrier. Recently I had a party in my apartment with about 60 people for dinner.

You never know when you’re meeting a prospect.

Occasionally one of those all-business types will ask “Why do you waste your time with all these people if your objective is to build your business?” They’d never understand my real reason so I usually tell them some version of a true story I blogged about a while back – selling a fully loaded Ford Explorer to a blind man: Who would think you could sell a car to a blind man?

The idea of course is that you never really know. It’s why I follow and enjoy people like @aviationartlife. If you build a network of friends, good things just happen. Or not.

Reciprocating and “giving first” works.

I get a kick out of retweeting interesting or useful information so that people can enjoy it or use it, too. And I always thank the people who Retweet my comments. It’s Twitter courtesy.

Marketing is my passion.

Many of my tweets are about my business: marketing, branding, getting measurable results for programs. So when I read a great article in a marketing magazine, I find it online and then provide a link to it. Last week I mentioned a Harvard Business Review article and one of my followers said I was stretching him out of his “comfort zone”. Made me laugh.

People come from Twitter into my “real” world.

I get to know some of my Twitter friends so well that they begin to mail me information about themselves or their companies. Then they call to make an appointment to visit. Joe Blumenfeld of @JoeBees vitamins, and a few weeks ago @theflaggagency ‘s Chuck Flagg dropped by on the way to a cruise.

(Chuck Flagg pictured on the left, Joe Blumenstein on the right.)

So like Gilda’s Club, Twitter can help people do great things. Sometimes it’s that huge protest in Egypt, sometimes it’s as ephemeral as reading celebrity Tweets. Most of all it is a place to begin relationships with lots of people who just might someday become friends for no reason at all, except that they like you! ?

What is your Twitter philosophy?

The Power of the Strong List

The Power of the Strong List


(The people are spelling out “Strong”)

I was reading an article the other day about “The Social Network” movie (“How Facebook Really Won the Social Media War…“) and it said something that I’ve been saying for years! There is Power in the List.

The movie was nominated for an Oscar, not because of the genius directing or their brilliant acting, but really for the depiction of how Facebook went from being an idea to a phenomenon that affected 500 million people!

The key to their success was in the power of their list! Being a Direct Marketer I’ve always known the value of having the right list. Remember, the 40-40-20 Rule. 40 percent of the success of a campaign lies in the list! When you have the right audience, you are more likely to be a success.

In “The Social Network” Mark Zuckerberg had to make decisions that were crucial to his success. He knew that in order to make “The Facebook” (It’s then name) a success, he had to get Eduardo Saverin’s (friend and co-founder) email list. His idea was that if he could get the emails of the Pheonix (a prominent social club at Harvard) it would make all the difference. Sending it to his personal list wouldn’t get them very far.

Zuckerberg was smart in that he knew if he got to the “popular” crowd first, the rest would follow their lead.

Are you targeting the right list? If you’re not too sure, then call us at our office 646.723.3231 or email me for some ideas at loisgeller@loisgellermarketinggroup.com.

Need a BIG idea? Consider the PIG Idea

Need a BIG idea? Consider the PIG Idea

If ever there was a boring product line, industrial cleaning solutions would be the leader of the pack. You’d think.
But the pack included a Pennsylvania cleaning solutions company co-founded by a man named Ben Stapelfel. He called his company The New Pig Corporation, pig standing for Partners In Grime. And it’s brilliant!

Check out the website, newpig.com, It’s actually fun. Cleaning solutions may not be fun but New Pig’s product presentation and company vibe are very much fun and people react by buying from them. Okay, technically, it’s companies that react by buying from New Pig. But there’s no such person as a company, there are only people at a company. And New Pig tapped the vein of humanity behind corporate logos. It’s a big idea, a relevant big idea, that worked.

Where do big ideas like that come from? Who knows for sure but it involves hard work, research, relevance, inspiration, magic and plain old guts. One thing we do know. The big idea isn’t going to come from the same-old way of doing things. And it probably isn’t going to spring from a committee meeting. Committees seem to exist for only one purpose: killing big ideas with stifling comments like who else does anything like this? That’s not the way we do things here, or if it’s not broken, don’t fix it.

Spend a morning watching local commercials on a cable channel and you’ll see the results. Yawwwwn.

New Pig got creative in taking a business that’s ordinarily dark and boring and making it fun and unique. The pig theme runs in just about everything they do, including the catalog, which, of course, they call a Pigalog.

When you evaluate your own company, first research what your direct competitors are doing. Come up with a list of all the clichés in your industry, then don’t do any of them straight up. Take the ideas and twist them, make them a tad wonky. Make them different, make them uniquely yours then develop a theme and a personality and hammer them home.

Let me know how it works out. I’d love to hear from you. My email address is loisgeller@loisgellermarketinggroup.com.

If you need to understand Boomers: Read These Books!

If you need to understand Boomers: Read These Books!

They landed on my desk a few weeks ago and I resisted opening them. Now I realize it’s because the titles, while informative, are slightly off. The books are gems and if they’d been called something like Why Geezers Ignore Your Advertising, Parts I and II, I’d have read them right away. Most of the text, which is just about all research with very clear charts and graphs, was written by various experts who waste no time getting to their points.

Boomers aren’t a monolithic demographic. Sure, they’re spoiled, over-educated, fixated on youth, and think they’re rebels but some of them actually grew up. We’ve always known that Boomers are of different races, different sexes, different incomes, and different lifestyles. But who knew there were three different tiers in the realm of Boomerdom? That’s what Theodore L. Reed of Reed, Haldy, McIntosh tells us in a chapter in After Fifty.

The three main tiers, based on age, are Post War, Leading Edge and Trailing Edge. They’re all Boomers but they look at things quite differently. His evidence is convincing and his conclusion becomes obvious in a chart of Key Values and Concerns. Reed wisely added the relevant info for Gen Xers and that allows us to see how complete the descent has been from the stability and family values of the Post War cohort to the cynicism and street smart values of the X people.

In After Sixty, C. Troy Shaver, Jr. of Dividend Growth Advisors, explains the astonishing impact of Boomers on the economy, but more important to people who market to Boomers are his charts and observations of how and why Boomers spend their money now that they’re older. Assuming they have any money. Boomers didn’t save a lot, just 1.2% of their incomes. Oh, they made a lot but they spent most of it.

To me, the most compelling chapter in both books is Matt Thornhill’s and John Martin’s (of The Boomer Project) Ten Industries that Aging Boomers Will Transform. On their way to old age, Boomers transformed everything else from baby food to entertainment to, well, the whole culture. Now they’re, apparently, going to transform housing as they scale down, travel, volunteering, health and fitness, transportation, home improvement, health and beauty and a lot more. They know what they want and they’re used to getting it. Marketers who pay attention are already starting to give it to them.

These are both terrific books. They’re not the kind you sit down and read like a John Grisham novel. They’re the kind you glance at, remember the headings and then refer to over and over when you need them.

If you do what I do for a living, you’ll need them often. I like the specific “idea starters” I read about in these books. For instance the opportunities for family-oriented restaurants to create grandparents programs.

There were ideas for vacation packages, education programs, retirement.

I keep going back to the books for more ideas.

Thank you, Les Harris for sending then to me. I think you’ll want to have them too:

After Fifty on Amazon.com

After Sixty on Amazon.com