So what do you do?  Make friends and sincerely work hard to become part of the fabric of the communities in which you do business…NOW!

From a media relations standpoint, the BP Oil Crisis in the Gulf has been a complete disaster and a case study of what not to do in a crisis that will be taught in university public relations classes for decades.

My personal 100% boycott of BP started at the very beginning of the crisis – although I started to reduce my purchases over the past year (see Why Southwest Airlines Rocks).

However,  as a marketer I’ve paid close attention to their crisis communications efforts and thought to myself, “Why should I support them when they’ve done nothing to support my community.”

Should I? No.  Would you?  No. Not now…too late.

But then BAM! Last week my local Pittsburgh BP puts a banner on its road sign declaring, “This location independently owned and operated by EZ Energy USA.”

Again, I ask myself, “Why should I support EZ Energy USA when they’ve done nothing to support my community.” They’re quite happy to hide quietly behind BP’s logo when they’re raking in tons of cash and not reinvesting in the community, but when times are a little rocky they want me to support them because they’re supposedly my neighbor?

Should I? No.  Would you?  No. Not now…too late.

I mean who is EZ Energy? Where are they located? What are the names and faces behind the company? What do they stand for, who have they helped?

These days you reap what you sow in today’s marketing arena.  Yes, you might gain in the short term by only thinking about your own bank account instead of the greater good, but &^%$ happens.  And, when the ^%$# hits the fan, look out.

For me, I’ll drive a block or two to get my gas from my local Sunoco owned by a nice family, or to GetGo locally owned and operated by Giant Eagle run by the Shapira family – great people – locally involved and/or if I’m on a regional highway maybe Sheetz another great family that respects the communities in which they do business.

This is not to say that BP and/or EZ Energy aren’t involved in my local community, but if they are they’re keeping it a secret.

A great case study to follow to lessen the blow that a crisis can make on your business (self inflicted or not) is McDonald’s during the Rodney King race riots in LA in 1992.  The riots left 52 people dead and 2,000 buildings destroyed and $1 billion in property damage. With all of the looting, fires and destruction, not one of the 30 McDonald’s was touched.

Why? Based on a long term vision of founder Ray Kroc who believed in a “trust-bank” philosophy of giving back to the communities McDonald’s does business in, the local owner/operators’ investment in being involved, committed and visible community partners paid off. See: America’s Hamburger Helper, Time Magazine, 6.29.92.

“Those who cannot remember the past are condemned to repeat it.” – Santayana

For the past few weeks, my office internet speed has been giving me fits. My connection speed at times has fluctuated from its top speed (yes – I pay extra for a faster connection) to as slow as dial-up (I have an on screen monitor) and has disconnected my staff and me from time to time.

So, I decided to give Comcast Live Chat a try – it’s more convenient than making a call for me and I’m sure more profitable for Comcast.

When you check out the Chat session I had last week with Comcast my internet provider (see below), a few glaring issues should bubble up.

1. Note the overabundance of apologies

2. How about having the audacity to try to sell me something – a disgruntled customer -  when he/she is in the middle of trying to solve a problem

3. What’s the deal with doing maintenance during peak hours – 4PM EST – even she get’s disconnected from me

4. Why should they ask me to call back and go through their voice prompts, go on hold etc., when they haven’t solved my problem, THEY should call ME back at a convenient time that’s best for ME

If companies would simply invest more in their systems and build better products on the front end, they’d be amazed at how much money they’d save (be more profitable) by saving on deal riddled advertising and customer care.

Their word of mouth referral business would go through the roof. I’d like to meet one person who has raved about their internet provider’s service.

Net – I’m researching Verizon’s FIOS.

user stephen_ has entered room

Stephen(Tue Jul 27 2010 15:40:25 GMT-0400 (EST))>

internet speed is dragging  - at times as slow asdial-up -
been going on for 4 weeks - off and on

analyst Annie has entered room

Annie(Tue Jul 27 2010 15:40:47 GMT-0400 (EST))>

Hello stephen_, Thank you for contacting Comcast Live Chat Support.
My name is Annie. Please give me one moment to review your information.

Annie(Tue Jul 27 2010 15:41:03 GMT-0400 (EST))>

I'm sorry if this has caused you inconvenience in any way.
I am happy to have you on this chat to be of service to you.
We remain committed in providing you with the best customer service.
I can certainly assist you with your internet.

stephen_(Tue Jul 27 2010 15:41:33 GMT-0400 (EST))>

thanks

Annie(Tue Jul 27 2010 15:41:44 GMT-0400 (EST))>

You are most welcome.

stephen_(Tue Jul 27 2010 15:42:58 GMT-0400 (EST))>

any thoughts on why my connection is dragging slow?

Annie(Tue Jul 27 2010 15:43:25 GMT-0400 (EST))>

I am sorry to know that you are getting a slow internet connection,
Stephen.

Annie(Tue Jul 27 2010 15:43:37 GMT-0400 (EST))>

I would be glad to assist you with your internet problem.

Annie(Tue Jul 27 2010 15:43:43 GMT-0400 (EST))>

Let me first pull up your account. Please verify your account number,
full name and the last four digits of your SSN.

stephen_(Tue Jul 27 2010 15:44:49 GMT-0400 (EST))>

dont have account number with me - name is Stephen Wayhart,
company BrandMill - XXXX

Annie(Tue Jul 27 2010 15:45:04 GMT-0400 (EST))>

Thank you for that information.

Annie(Tue Jul 27 2010 15:45:15 GMT-0400 (EST))>

Please give me one moment to pull up your account.

Annie(Tue Jul 27 2010 15:45:21 GMT-0400 (EST))>

While waiting, please allow me to take this oppurtunity
to share with you one of the main features that you can
get with Comcast which is our online site,
http://www.fancast.com. It offers full television episodes,
full-length feature films, trailers and video clips to
both Comcast subscribers and non-subscribers. If you missed
out on your favorite TV shows, you do not need to
worry next time. Certainly you will enjoy this feature
as another innovation, only from Comcast.

stephen_(Tue Jul 27 2010 15:48:45 GMT-0400 (EST))>

HELLO?

Annie(Tue Jul 27 2010 15:49:18 GMT-0400 (EST))>

Thank you for patiently waiting, Stephen.

Annie(Tue Jul 27 2010 15:49:25 GMT-0400 (EST))>

I apologize for the delay.

stephen_(Tue Jul 27 2010 15:49:48 GMT-0400 (EST))>

SO WHATS THE PROBLEM?

Annie(Tue Jul 27 2010 15:50:11 GMT-0400 (EST))>

I am sorry but the system is slow right now.

analyst Annie has been temporarily disconnected.
Please wait while the analyst attempts to reconnect.

analyst Annie has entered room

stephen_(Tue Jul 27 2010 15:50:53 GMT-0400 (EST))>

BUT MINE'S BEEN DRAGGING NOW OFF AND ON FOR WEEKS - READY TO CHANGE

Annie(Tue Jul 27 2010 15:51:33 GMT-0400 (EST))>

I do apologize for the inconvenience that this has caused you,
Stephen.

Annie(Tue Jul 27 2010 15:53:12 GMT-0400 (EST))>

I do apologize that  our tool is not available at the moment
since it is currently under weekly maintenance. But don’t worry,
there is an account set up for you already, it's just that
the password is not accessible yet.  If it is okay with you,
you can chat back with us after two to four hours, when
the maintenance is completed. I will make a priority note
on your account that you will need your internet service.
That way, when you call or chat back with us, it will be
given to you right away. You are a valued customer so I
will tag it as a top priority. Again, I really apologize
for this inconvenience. But rest assured that after two to
four, you will have your internet service.

stephen_(Tue Jul 27 2010 15:54:20 GMT-0400 (EST))>

UNDER MAINTENANCE AT 4PM EAST COAST US TIME?
YOU'VE GOT TO BE KIDDING ME.

stephen_(Tue Jul 27 2010 15:57:39 GMT-0400 (EST))>

SO WHAT'S THE PLAN DO I STAY ONLINE AND CHAT OR??

Three key telegrams from McKinsey’s word of mouth report are that WOM recommendations drive 20% to 50% of all purchases; influentials  make up about 9% of the population and drive about 3X more WOM; and, the payout of pursuing WOM excellence is enormous, delivering a huge competitive edge over other strategies such as advertising which is a distant second!

Now, I’m sure you believe WOM is a powerful tool, but these staggering numbers should put your marketing team on high alert to devise a strong WOM marketing system.

To help you along, check out McKinsey’s Word of Mouth report here: McKinsey_Word_of_Mouth. And, check out more about WOM from WARC.

1. Brownstein used Google AdWords to target Ad Agency Creative Directors on Madison Avenue in New York
2. He bet 15 cents per click that these Creatives were no different than the rest of  us self absorbed people who Google ourselves
3. What the CD’s saw when they Googled themselves was a personal ad from Brownstein – BRILLIANT!
4. Young & Rubicam offered him a job!

Note: Brownstein’s Google Job Experiment YouTube video has been viewed over 500,000 times!  Rock on Alec!

On a such special day as today – Mother’s Day – where is our “mothering” skill when it comes to others – we’re all connected aren’t we?

In this rich country of ours, these homelessness statistics are mind blowing to me:

• About 3.5 million people experience homelessness in a given year
• 40% are families with children—the fastest growing segment
• 1.37 million (or 39%) of the total homeless population are children <18.
• 1 out of 50 American kids will be homeless

And, with people losing their jobs the homelessness situation is getting worse.

Last Friday, we helped out our good friends and former Steelers Tunch Ilkin and Craig Wolfley reconnect with the super cool folks at KDKA’s Pittsburgh Today Live TV Show (many thanks to KD’s super producer extraordinaire Jill Neely) to talk about their 8th Annual Walk for the Homeless on Saturday, May 15 – benefiting Pittsburgh’s area homeless via the unsung heroes at Light of Life Rescue Mission on the city’s North Side.

Check out the very funny and yet touching Tunch and Wolf KDKA-TV video here.

What can you do to help?

Here are a few more marketing ideas that might spark a few more from all of you terrific marketers and brands:

Love this gal – one of my new heroes – Shay Kelley and her Project 50/50 – here’s her amazing story about helping the homeless after becoming homeless herself as told by CNN – Jobless woman finds generosity on the streets

Here are three great Web sites to kick start your thinking:

1. Change.org
2. Invisible People
3. Homeless Children in America

And, here’s a list of more ideas and ways (some overlap of course) to help:

• 12 ways to help the homeless
• 34 more ways to help the homeless
• 54 more ways to help the homeless

Granted, a lot of the ideas are tactical in nature, but certainly a lot of tactics can build up to a strong strategy.

You know one thing for sure and that is, your good, sainted mother would be proud of you, if/when you would help those less fortunate than you.

I have come to realize more and more that the greatest disease and
the greatest suffering is to be unwanted, unloved, uncared for,
to be shunned by everybody, to be just nobody [to no one].
Mother Teresa  ‘My Life for the Poor’

However, when it comes to NHL hockey marketing, I’m a rabid fan. After the lockout season of 2004-05, the NHL has put forth an amazing marketing power play. The NHL has become more relevant, is skating with a cool, new swagger and is scoring huge marketing goals!

This New York Sports Journalism feature outlines several of the key marketing initiatives the NHL has embraced such as getting back to the roots of their game with the Winter Classic, embracing and communicating player’s unique stories, creating special events aligned with sponsor brand needs, taking full advantage of the 2010 Olympics in Canada, becoming an online category killer and more. Their social media strategy is a killer one too.

The NHL offers great marketing lessons to all brands in search of a comeback.

As an added bonus, here are a few mobile marketing insights from the Chicago Blackhawks featuring an SMS case study and the New York Rangers $1 million dollar mobile sweepstakes.

P.S.: More good news.  Brand NHL has got it’s groove back and introduces its cool new NHL iPhone App announced via NHL.Com

Go Pens!

If you’re wondering why your “family-based” marketing strategy isn’t working like it used to, maybe it’s because you’re treating everyone the same. Sure you should treat your customers the same with regard to being respectful and being nice, but your marketing should treat them different with uniquely targeted messaging, services and products.

Today, America is a big diverse nation of over 300 million, with no single dominating household arrangement. America’s “nuclear family” of today consisting of a married couple with their own kids is a prejudiced old-fashioned, out-of-date model often seen as the quintessential average American family.

In 1970, 40.3% of U.S. households were nuclear family ones, but today these households count for <25% of all American households. And consider these facts:

• Married couples without children count for 28.7% of households (bigger than nuclear ones)
• Single households – single persons residing alone – count for 25.5% of households
• Single male households are about 11% of all households

Telegram: There are no average American families – no average Joe’s or Joannne’s!

If your marketing is “family-based,” make sure you’re speaking the right language and using the right visuals. A big reason, this year’s big TV hit series and family comedy Modern Family is doing so well!

Giving people ample time to react and respond along with a respectful reminder works wonders too. Marketers forget that not everyone opens their email every day and often their addresses are personal (non business) and may only get opened once a week.

Email timing is critical to the success of a marketing campaign. And, deciding the right time of day, and the precise day to deploy your email message is as important as the message itself, but many brands don’t pay enough attention to timing.

You need to get the timing right because your message competes with every other message received by land line phone, mail, social media and smart phones.

Pivotal Veracity discovered that the average elapsed time between when messages are first sent to when they are first seen is growing to about 26 hours.

See their report here: pivotal_veracity_email_engagement_index_q1_q3_2009

In addition, another email marketing best practice involves testing.  Email testing is pretty easy to do and I continue to be amazed by the lack of it by brands of all sizes. eMarketer reports that only about 63% of Marketers test their email campaigns! Ugh!

According to a recent ExactTarget study, 40% of email marketers’ lists are unengaged recipients and another 44% have a low level of engagement.

Different strokes (messages) for different folks is key to having an engaged database.

So, what can you test?  What should you try? Well, just about anything and everything! Check out just some of the opportunities in this chart:

Marketers need to  maximize message relevance and avoid sending email subject matter to people who do not care to receive it.

Try creative copy split-run email tests by taking your list and divide it in half (or thirds) and simply test two/three different subject lines or calls to action or other features such as copy, design, offers or more.

Start testing your email marketing campaigns. It’s easy…just do it!

Until maybe now.

Republican candidate for Congress and former U.S. Army lieutenant colonel Allen West is someone I’ve been following throughout his race in the Sunshine State!

And you should too.

Allen West, is a former U.S. Army lieutenant colonel and is running this November as a Republican candidate for the United States Congress in Florida’s District 22.

Watch this video of West in action. No notes – pure passion and conviction – clear message coming from experience – a complete mastery of the power of video and the mastery of the public speech!

When the Republicans and McCain and Co., got outgunned and derailed by the Obama campaign in the last presidential election, there’s no question that one of big contributing factors was that they were far behind in mastering the New World Order of interactive and social media marketing tools.

In the next election/s, you’ll see that everyone will be on the SMM bus. And, it will be somewhat of a level playing field in terms of marketing execution since most everyone will be wearing a pretty nice SMM tool belt and carrying a well equipped toolbox.

Check out West’s Web site and you’ll see its complete with all the appropriate SMM tools however, his talent, integrity, character and clear brand message and performance rules.

Certainly money helps, but in this online, always on world we live in, citizen journalists can help West even out the playing field for his underfunded brand.

Watch out for the Allen West’s of the world (performance based brands with character, integrity and trustworthiness) and remember that tools are cool, but tools don’t rule because anybody can buy them and learn how to use them.

To excel these days, recognize that for today’s informed consumer, what truly matters is a clearly communicated and meaningful brand promise delivered from a trustworthy, proven brand. Guaranteed.

P.S.: I call Lt. Col. Allen West a Marketer’s dream because it’s so easy to promote a brand you believe in. I’ll bet West wins in November – this American Patriot prays and hopes that he does – we need more good people like him in government.