You’ve built a great brand positioning strategy, verified it with research, set measureable goals, created a marketing plan and got your budget approved. You’re confident you can blow the competition away. But how can you be sure that you can deliver an experience that will surprise and delight your customers?  Too many companies forget about their employees. Here’s how to provide a positive experience customers won’t forget.

Communicate success by letting employees know how sales are going, relate customer reactions and share success stories of how specific employees have gone above and beyond to ensure exceptional delivery of the brand. And reward success. Monetary rewards are always appreciated but sincere appreciation and recognition go a long way too. 

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We're taking a break for the holidays.

We'll be back january 5th

Best Wishes for a Happy Holiday!

Overall restaurant sales are weak, but oatmeal is hot, especially upscale versions with fruit and nut toppings such as those introduced by Starbucks (SBUX) and smoothie chain Jamba Juice (JMBA). Oatmeal doesn’t require elaborate cooking equipment, has high profit margins and doesn’t spoil easily like fresh breakfast foods. Wall Street Journal 12/18/2008

The nation’s hospitality industry has entered one of the greatest recessions in the history of the American lodging industry, says a report from PKF Hospitality Research. Revenue per available room (RevPAR), a critical measure of hotel health, will fall 7.8 percent nationwide in 2009. Net operating income of the average U.S. hotel will fall 14.9 percent. Atlanta Business Chronicle

“Products geared toward at-home use — canning supplies, baking ingredients, and wine — were among the fastest growing food, drug, and mass merchandiser retail categories in October.” Canning Supplies was the fastest growing year over year category in dollar and unit sales growth for Food/Drug/Mass Merchandisers. The Nielsen Company 12/10/08

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Author, speaker and CEO of Chicago retail group, the Goltz Group,
Jay Goltz is steering his retail group (including Artists Frame Service, the country's largest picture framing business, and high-end home decor retailer, Jayson Home & Garden) through its fourth recession. He shares his three point plan for re-framing the recession to help small businesses stand a better chance of success in the coming year:

While no recession is easy to navigate, the question is what shape your ship will be in after the storm. Jay Goltz' three point plan for re-framing the recession will not only help you survive the storm, it will ensure you maintain the integrity of your ship well into 2009 and beyond.

Chicago businessman Jay Goltz (jaygoltz.com ) writes a column for Fortune Small Business and blogs for Inc. Magazine. He is a much sought after speaker since writing "The Street Smart Entrepreneur: 133 Tough Lessons I Learned the Hard Way."  He regularly gives speeches to small business groups and Fortune 500 companies.

Jay Goltz has been featured in national publications such as Inc. Magazine, Forbes, The Wall Street Journal, Fortune Small Business, Crain's Chicago Business and the Chicago Tribune. His company, the Goltz Group, is one of only 14 companies featured in "Small Giants: Companies That Choose to Be Great Instead of Big," a best selling book about companies that choose to be great instead of big.
Source: Goltz Group

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Coca-Cola (KO) is planning to introduce Sprite Green, the first in a line of naturally sweetened reduced-calorie beverages made with a sweetener from stevia leaves called “truvia.” Sprite Green is aimed at active young adults. Atlanta Business Chronicle 12/17/08

Jamba Juice (JMBA) has launched slow-cooked Steel Cut Oatmeal with real fruit and organic oats, to target “on-the-go people who are looking for a slow food experience in terms of taste and quality, but in a quick service format.” The company believes their product offers improved texture and flavor versus instant rolled oats offered at competitors, including Starbucks (SBUX). Brandweek 12/18/08

City and state attorneys general have succeeded in getting MillerCoors to remove stimulants, such as caffeine and guarana, from Sparks, their best-selling alcoholic energy drink, and to change a brand-marketing program that the attorneys general said appealed to underage drinkers. AdAge 12/18/08

Barnes & Noble (BKS), USAA, and Hampton Inn were among the top scorers in the Forrester Research, Inc. Customer Experience Index of large US firms. Just 11% of companies received an excellent rating; 38% of firms were rated as poor or very poor. Marketing Charts 12/18/08

Burger King (BKC) announces The Flame by BK, a new body spray that captures the essence of America’s love of the Whopper, or as they put it, “Behold the scent of seduction, with a hint of flame-broiled meat.” The King himself is freaky enough with his clothes on---how creepy is the photo of the King, dans le buff leering and stroking a fur throw? Eeuww. However, if it works for you, you can get the body spray at http://www.firemeetsdesire.com/. Another tactic that BK’s target will love.  AdFreak 12/16/08

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One of the reasons this blog focuses on brand positioning strategy is that an effective brand strategy is at the heart of a successful business plan.

Take a look – it will make you think about your role as a marketer and how that relates to your brands’ success. Via Servant of Chaos.

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A Rasmussen poll finds that 51% of U.S. consumers say they won't buy a car from an auto maker that is in Chapter 11 bankruptcy reorganization. Thirty-one percent said they’d be okay with it, while18% said they weren’t sure. Phoenix Business Journal 12/13/08

What are the most effective means of reaching consumers in social media spaces? A report from Netpop Research, “Social Networkers U.S., Who They Are And What They Mean for Next-Generation Online Advertising” provides trending data showing the growth of social networking users since 2006, including a comparison of social networkers to non-social media users, and categorization of broadband users segments. While now is not the best time for marketers who haven’t used social network advertising to experiment with (during challenging economic times it’s best to stick with proven ROI), the report provides useful insights on social media users. Download the report, free until 1/31/09. Clickz 12/12/08

Nearly 30% of online adults will immediately leave a website if they perceive it to be cluttered with ads, and more than 75% of those who remain on cluttered sites pay less attention to the ads there says a study from Burst Media. Marketing Charts, 12/11/08

The financial crisis has spawned a new generation of mattress stuffers, aka New Mattress Stuffers, boomers “who have lost their faith in the housing market, the stock market, their bank, their big corporate employer, their auto company, and their last president,” and they’re waiting for the next shoe to drop. The new mattress stuffers are trying to create “safe havens” by investing in U.S. Mint gold coins, purchasing safes, vaults and guns, and eschewing plastic for cash. Wall Street Journal 12/10/08

Retailers can help consumers make a decision, and prevent the loss of a sale by introducing “decoys, loss leaders, or other products similar to the ones they really want to market.” When consumers are trying to choose between two highly desirable options, its easier for them to make a decision when a third, less desirable option is introduced, according to research conducted by Akshay Rao, marketing professor at the
University of Minnesota's Carlson School of Management. Using the example of a consumer trying to choose between two attractive sweaters, adding a third, less attractive sweater serves as a “’decoy’” that makes the other sweater appear more pleasing than before.” Science Daily 12/14/08
University of Minnesota (2008, December 14). Inside The Consumer Mind: Brain Scans Reveal Choice Mechanism. ScienceDaily. Retrieved December 13, 2008, from http://www.sciencedaily.com­ /releases/2008/12/081211141846.htm

53% of American Adults age 18 and older play video games while four out of five (21%) young adults play. Not surprisingly, the biggest players are teens; a staggering 97% of teens play video games. Obtain a PDF of the report.  Pew Internet and American Life Project 12/07/08.

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Despite a drop of 28% in November sales at stores open at least a year versus 2007, Abercrombie & Fitch says they’re protecting the brand’s appeal as a casual-but-elite lifestyle brand for young adults by refusing to offer steep discounts during the holiday season. Los Angeles Times 12/13/08

Apple (AAPL) is number one on BusinessWeek’s first annual list of “The World’s Most Influential Companies. “Apple has gained a cultlike following because it somehow manages to breathe new life into every category it touches,” says BusinessWeek. Apple, as well as other companies on the list, “have devised winning strategies in their industries and are the ones with game-changing ideas, the greatest impact on consumers, and the bold tactics rivals emulate.”  Also making the list: Google (GOOG), Monsanto (MON), News Corp. (NWS), Toyota (TM), Unilever (UL) and Wal-Mart (WMT). BusinessWeek 12/11/08

Michelin Footwear has launched a website (www.michelinfootwear.com) for  commercial industry professionals, featuring over 20 styles of boots and shoes, many with soles inspired by Michelin's high-performance tire tread designs. Michelin boots offer waterproof, protective toe and metatarsal support; electrical hazard protection; resistance to punctures, chemicals, heat and abrasion. Michelin Footwear was created in 2005 to leverage the company's technical expertise in managing contact with the ground in comfort and safety. Michelin Footwear 12/11/08 Photo: www.michelinfootwear.com

Nickelodeon will launch "The Big Green Help Global Challenge" on December 14^th, a multiplayer kids' online game with a goal of igniting real-world action for  environmental change. Kids are asked to virtually pledge volunteer hours in the "Global Challenge" that they can translate into actionable steps in their homes, communities and schools. The game is part of Nickelodeon's on-going global pro-social initiative, The Big Green Help, which aims to make energy-saving and earth-friendly activities a part of kids' everyday lives.
Nickelodeon 12/11/2008 (www.nick.com/biggreenhelp)

Kid-focused Chuck E. Cheese pizza parlors across the country are the scenes of an unusually high number of calls to the police for disorderly conduct and battery by adults. Some local law enforcement officials even say the number of disruptions at their local Chuck E. Cheese restaurant are higher than many nearby restaurants and bars. Alcohol and the “mama-bear instinct” – parents rushing to protect their young---is blamed for many of the incidents. Wall Street Journal 12/9/08. May require subscription.

eWayDirect, Inc., a full-service ESP (emarketing service provider), has launched a new email marketing tool designed to drive sales from customers who abandon e-commerce Web sites without making a purchase. e-commerce site owners can identify customers and email subscribers each time they visit and automatically send follow up emails to opt-in subscribers who fail to make a purchase. eWayDirect says their Web Site Reengagement tool generates up to 10 times more sales than regular email campaign messages, with open rates exceeding 50%. MediaPost 12/09/08.

Despite the inexpensive pricing, marketers are finding that brand advertising on social networking sites isn’t a great deal because it’s either resented or ignored. Turns out that “members of social networks want to spend time with friends, not brands.” New York Times 12/13/08

Concerned about getting the best results for their money in a tight economy, some marketers plan to reduce online display advertising in favor of more immediate results, such as PPC or search. However, the results of a study conducted by SpecificMedia indicates display advertising may help to boost search advertising results by making it more likely that consumers will search by brand and segment terms such as “BMW”and “635CSi.” Marketing Charts 12/08/08

Mobile advertising reaches coveted affluent and young audiences, is measurable, and relatively inexpensive  but spending is not expected to grow much in 2009 because it is still in the experimental stages.  Adweek 12/01/08

The recessionary climate has increased the number of Fortune 500 firms seeking to barter goods, services and underperforming assets, such as real estate leases on closed stores, for ads. Adweek, 12/01/08

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