Late night infomercials lost one of their star voices this week with the death of Billy Mays, the memorable pitchman for products like OxyClean and OrangeGlo. With his trademark catch phrases, memorable voice and loud enthusiasm, Billy was a master marketer. So, in honor of his passing, here are some lessons all marketers can borrow from Billy.
Hi! Billy Mays here -- Be excited about what you have to offer and catch the audience’s attention
Hard water deposits, soap scum, calcium and rust, not a problem -- Show consumers what your product can do for them
Unlike other products – Show what’s wrong with the competition’s products
I’m not done yet – Bundle products to offer complete solutions and add value
Call now and I’ll throw in – Create a sense of urgency and ask for the sale
Now that’s the power -- Have passion for your product and say it with style and enthusiasm
Want to see how the master pitchman does it? Watch a collection of Billy’s best infomercials from infomercialaddict.com at http://tinyurl.com/n8bo5f.
Selasa, 30 Juni 2009
Jumat, 26 Juni 2009
It's about the preparation...
Greetings and Happy Friday!
This week, I had the pleasure of taking my son to a showcase baseball camp in Omaha, NE. The camp was for 96 invited and selected student athletes from ages 15-17. He was one of 8 athletes that were 15 and the rest were 16 and 17.
We also had the opportunity to attend the College World Series games between Texas and LSU. What an amazing experience.... even with the 112 degree heat index!
As I watched the showcase camp of up and coming baseball players and also what were arguably the two best college baseball teams, I noticed striking similarities.
The warm-ups drills....the same
The time need to warm-up...the same
The coaching slots...the same
The positions....obviously the same
What was different? Their approach and preparation!
The college athletes did everything with a single purpose...get better and win the game. Passion. Yes. Focus. Yes. but both teams had it....the difference between everyone was preparation and then ultimately the execution.
The college athletes did everything with a purpose and they realized that "how" they practiced is how they play...and warm-ups and practice is the perfect place to practice the perfect execution and not just at game time.
So, my story for today....make sure you prepare EVERY day like it is the world series...when you finally get to the "game" (or have a customer come in) you and the entire team are ready for flawless execution, based on every one's perfect preparation!
Cheers!
Bruce Clapp
This week, I had the pleasure of taking my son to a showcase baseball camp in Omaha, NE. The camp was for 96 invited and selected student athletes from ages 15-17. He was one of 8 athletes that were 15 and the rest were 16 and 17.
We also had the opportunity to attend the College World Series games between Texas and LSU. What an amazing experience.... even with the 112 degree heat index!
As I watched the showcase camp of up and coming baseball players and also what were arguably the two best college baseball teams, I noticed striking similarities.
The warm-ups drills....the same
The time need to warm-up...the same
The coaching slots...the same
The positions....obviously the same
What was different? Their approach and preparation!
The college athletes did everything with a single purpose...get better and win the game. Passion. Yes. Focus. Yes. but both teams had it....the difference between everyone was preparation and then ultimately the execution.
The college athletes did everything with a purpose and they realized that "how" they practiced is how they play...and warm-ups and practice is the perfect place to practice the perfect execution and not just at game time.
So, my story for today....make sure you prepare EVERY day like it is the world series...when you finally get to the "game" (or have a customer come in) you and the entire team are ready for flawless execution, based on every one's perfect preparation!
Cheers!
Bruce Clapp
Rabu, 17 Juni 2009
Website: Online Brochure or Resource?
As online, email, and social media are becoming increasingly popular by the second, more people that ever are being directed to your website. What impression does your website portray of your financial institution? Are you managing your visitors' online experience? It’s time to take a second look at your website in the eyes of your visitors.
Here are a few questions to determine if you are effectively communicating to your visitors and making your website a resource to them.
10 Website Audit Questions:
1. What is the immediate impression perceived from reading the home page?
2. Does the visitor determine which product(s) best suits them or are they directed to the best-suited product(s) for them?
3. Are product features communicated as relevant consumer benefits or described in financial lingo and acronyms?
4. Is relevant timely information on financial topics available?
5. Is up-to-date information about the financial institution available?
6. Are easy-to-use financial tools readily available? (i.e. Budget Planning Tool, Home Affordability Tool, Home Inspection Checklist, Financial Calculators, etc.)
7. Do the financial tools have a "next step" that directs them to an employee?
8. Are the appropriate features in place to contact an employee by email, phone, or online submission form?
9. Why would you revisit this website?
10. What is the final impression after leaving the website?
Creating an online experience instead of an online brochure can ultimately exceed consumer expectations, encourage interaction, and increase return visits to your website. In the virtual world we only have a few seconds to make an impression – let’s make it a great one and WOW our website visitors!
Good Luck!
Jamie
Senin, 15 Juni 2009
The Death of the Postal Service???
Good morning...
It's Monday. The 1st day of the week and the day when most bills arrive at your home or office. I read an interesting article today (http://tinyurl.com/kuvy7p) about the pending "death" of the US Postal Service
Sound familiar?
In the past decade, people have called for the "death" of paper money, checks, the branch, and banking in general. This all reminds me of the famous announcement of Mark Twain's demise, that was premature.
Today, there are more bank branches than ever before, banking is evolving and changing...while it is true that the number of checks written has fallen precipitously, they are still being written.
So, is the post office dead? I think not. Perhaps it's current status and structure is surely dead, but as a process, certainly not.
We have much to learn about people and process...people always win out. Banking is still a relationship business and the post service is still about creating a written connection between people. That will evolve but not die! Banking still uses and needs the written word to connect to our customers and direct mail (in its many formats) will be a part of that for a long time....Twitter, Facebook, texting, etc. will continue to evolve and grow, too, but the written word on printed paper will survive. Sounds like a history speaking, doesn't it??
Here's to capitalizing on the changes and putting the written word together with our customers for a long time!
Cheers!
Bruce Clapp
It's Monday. The 1st day of the week and the day when most bills arrive at your home or office. I read an interesting article today (http://tinyurl.com/kuvy7p) about the pending "death" of the US Postal Service
Sound familiar?
In the past decade, people have called for the "death" of paper money, checks, the branch, and banking in general. This all reminds me of the famous announcement of Mark Twain's demise, that was premature.
Today, there are more bank branches than ever before, banking is evolving and changing...while it is true that the number of checks written has fallen precipitously, they are still being written.
So, is the post office dead? I think not. Perhaps it's current status and structure is surely dead, but as a process, certainly not.
We have much to learn about people and process...people always win out. Banking is still a relationship business and the post service is still about creating a written connection between people. That will evolve but not die! Banking still uses and needs the written word to connect to our customers and direct mail (in its many formats) will be a part of that for a long time....Twitter, Facebook, texting, etc. will continue to evolve and grow, too, but the written word on printed paper will survive. Sounds like a history speaking, doesn't it??
Here's to capitalizing on the changes and putting the written word together with our customers for a long time!
Cheers!
Bruce Clapp
Rabu, 10 Juni 2009
New Online Competition
If your institution provides small business loans, have you heard of Kiva yet? If not, it's worth a look at kiva.org.
This non-profit organization, founded in 2005 to help entrepreneurs over seas, launched today to help lend money to needy US small businesses. To date, Kiva has half a million lenders from more than 185 countries who have lent more than $75 billion with a 98.35% rate of repayment - according to the company.
Any average Joe can lend the small business of their choosing as little as $25.
It's truly "people helping people" - sound familiar credit unions?
Sure, these are loans that the Wachovias, Wells Fargos and Bank of Americas won't touch. But to community banks and credit unions who rely on local mom-and-pops, we should keep an eye on this.
Take care,
Eric
Senin, 08 Juni 2009
A WOW Experience.....
Good Monday morning...and a great day it is!
This past week, I was in Florida and had the occasion to visit a Publix grocery store. For those that have never visited...it is worth a trip south to visit a store. EVERY Publix I have ever been to has the same characteristics-- the same customer experience:
My most recent experience is a capstone class in empowering staff and delivering the customer experience. My request was pretty simple...but I was still wowed! I went to the deli department and asked for three items (1 1/2 pounds each of two deli meats and one cheese). Instead of making me wait (with my children) the most helpful clerk asked me if it was OK, if I went ahead and shopped and she would have it ready for me, when I was ready--- remember, she asked ME if it was OK!
About 5 minutes passed and I was tapped on the shoulder 3 or 4 aisles over from the Deli. It was the deli clerk! She said,"I have your items ready for you and to make it easier, I went ahead and thought I would find you." She found ME in the store. Now, that is service....beyond expectation.
The lesson is simple. Empower your people. Tell them the basics...make the customer happy (and that does NOT mean lower prices, cut rates, etc....the meats I bought were MORE expensive than the sale items)...it means truly understanding HOW we can help a customer with three basic needs...save time, make time or make money!
Is your staff ready? Are they WILLING and ABLE?
Take a look around....
Cheers!
Bruce Clapp
This past week, I was in Florida and had the occasion to visit a Publix grocery store. For those that have never visited...it is worth a trip south to visit a store. EVERY Publix I have ever been to has the same characteristics-- the same customer experience:
- Very bright and cheery
- Staff at every turn offering help
- Easy to navigate stores
- Helpful signage and information
- A broad selection
My most recent experience is a capstone class in empowering staff and delivering the customer experience. My request was pretty simple...but I was still wowed! I went to the deli department and asked for three items (1 1/2 pounds each of two deli meats and one cheese). Instead of making me wait (with my children) the most helpful clerk asked me if it was OK, if I went ahead and shopped and she would have it ready for me, when I was ready--- remember, she asked ME if it was OK!
About 5 minutes passed and I was tapped on the shoulder 3 or 4 aisles over from the Deli. It was the deli clerk! She said,"I have your items ready for you and to make it easier, I went ahead and thought I would find you." She found ME in the store. Now, that is service....beyond expectation.
The lesson is simple. Empower your people. Tell them the basics...make the customer happy (and that does NOT mean lower prices, cut rates, etc....the meats I bought were MORE expensive than the sale items)...it means truly understanding HOW we can help a customer with three basic needs...save time, make time or make money!
Is your staff ready? Are they WILLING and ABLE?
Take a look around....
Cheers!
Bruce Clapp
Jumat, 05 Juni 2009
What's A Nursery Have To Do With Financial Education?
Actually, not much (well, maybe a little).
However, I made my annual spring visit to my local nursery to beautify my property and provide an expensive meal for the marauding deer that wreak havoc on anything I try to plant. Anytime I buy something at this nursery I am treated to an unrehearsed tutorial on everything I could possibly want to know about the care, feeding and nurturing of the deer food I'm about to plant. On the drive home I suddenly realized that I get more of an education from my nursery store than I ever received from my bank in the last 20 years. Something's wrong with that picture.
Considering the financial quagmire we continue to be engulfed by, where many people are afraid of any type of investment, why aren't banks falling over each other to provide free financial education to both retail and business customers and prospects on the merits of prudent financial habits? Instead of gathering dust after 3:00 pm, why aren't more bank branches teeming with people listening to bankers educating them on everything from commodity products to saving for college, retirement and everything else in between? Why aren't bank websites, which tend to look like electronic product brochures, carrying more financial education so that people feel like they have some of the necessary information to make sound decisions on where to put their hard-earned money?
It seems like we have been talking about this forever. But now is the time for more action. The customer or prospect that we work hard to educate today may just be the long-term customers that we all need to remain viable and prosperous tomorrow.
Nick Vaglio, CFMP
Rabu, 03 Juni 2009
What have you done today?
I heard a radio ad yesterday that was profound in its simplicity. The ad simply asked:
"What have you done for your marriage today?"
Wow ... it really makes you think.
Today's posting is simple ...
"What have you done for your brand today?"
It's important not to forget that we need to nurture our brand (and our marriage) every day.
Take care,
Eric
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