For the past few months, I’ve been reviewing our work processes to evaluate why, where and when we’ve hit our mark and missed.
Time and again, I’ve come to the conclusion that our processes would greatly improve with new, improved, and more checklists.
And, strict adherence to them.
We use checklists throughout our marketing engagements such as “Countdown-to-Go” checklists for new store, new product and new campaign launches, but sometimes we move too fast to please our clients and fail to either take the time to create or use a checklist. Simply put – to quote the old adage – “When we fail to plan, we plan to fail.” Simple as that!
We usually deliver high results, but with better processes the question is, “How high is up?”
How much better , faster, cheaper could we have executed a campaign if we flawlessly executed our plan leaving no stone unturned?
Well, today is National Checklist Day (sound the trumpets) and I’ve been preparing for it by reading Dr. Atul Gawande’s, The Checklist Manifesto.
Gawande makes a great case why even experts need checklists – the complexity and speed of things today make simple checklists necessary.
His belief is that the smarter we get, the more we take things for granted. And, checklists can close these gaps in flawless execution.
Throughout his book he offers case after case examples with pilots, surgeons and a myriad of other professions.
We need checklists because we all communicate poorly. For example, the majority of us often make these three serious errors:
- We leave out important information assuming that others know it
- We’re not specific in our directions again assuming that others understand us
- And, sometimes we fail to be clear and concise in our directions because we don’t want to insult others
Checklists can compensate for these failings.
Moreover, if you want to extend your intelligence and train others to do the right thing at the right time, you need checklists for everyone to follow – to keep everyone on the same page.
So, we’ve been working on detailed checklists for Website launches, email campaigns, public relations campaigns, creative briefs and more.
How about you? Do you use checklists in your profession? Are you sold on using them more frequently?
I’m sold once again. Check that!
P.S.: Here’s a checklist for checklists!
I haven’t flown on an airline other than Southwest Airlines for some time and it will be a long time before I fly any other domestic airline if I can prevent it.
Unfortunately for me for an upcoming trip, Southwest’s schedule didn’t work out so I had to make my reservation with another airline.
Without mentioning names, here’s just one of the disclaimers I encountered booking my flight earlier today, “Any change to this reservation (including flight, dates, or cities) is subject to a $150.00 change fee per passenger.”
Unreal…$150 for a few simple keystrokes?
Don’t even get me started about charging me for a preferred aisle seat!
Southwest Airlines’ Simple, Clear and Meaningful Benefit Laden Value Proposition
I wrote sometime ago about ‘Why Southwest Rocks.’ At the time, I was complementing their simple, clear brand promise of ‘bags fly free.’
Now, what do you think Southwest is promoting in their latest ‘Southwest Makes the Call’ ad campaign?
Yes…‘no change fees.’
Southwest Airlines’ clear, simple, relevant and meaningful value-added messages of ‘bags fly free’ and ‘no change fees’ are a lesson for all brand marketers.
Does your brand communicate simple, clear, meaningful benefits like Southwest?
If so, I assure you your brand will soar. If not, it will remain grounded or crash.
Hey Southwest I wish you clear, blue skies – you deserve it – and deserve my business.
Hope to fly you again soon!
Chevrolet will be kicking off a huge celebration in early November for its 100th Anniversary.
And, what many people do not know is Pittsburgh’s unique role in Chevrolet’s history courtesy of the Colussy family.
Check out this story by Teresa Lindeman which we earned for our newest client Colussy Chevrolet on the front page of today’s Pittsburgh Post-Gazette Business Section – Colussy Chevrolet, A Place in Americana.
Chevy Runs Deep In Pittsburgh, PA
Congratulations to brothers Tim and Jon Colussy who now lead the third generation ownership of Colussy Chevrolet in Bridgeville, PA for their well deserved recognition. Chevrolet’s oldest dealership in America is now in its 93rd year of operation since 1918.
It’s true when they say that Chevy runs deep. Chevy runs deep in Pittsburgh, PA and a little deeper in Bridgeville, PA.
P.S.: Here is the first ‘Road We’re On’ video from NYC’s Mother ad agency in preparation for Chevrolet’s 100th anniversary. It’s the first in a series and features Bridgeville, PA and Colussy Chevrolet. Enjoy – it’s excellent.
Our world lost a great man yesterday – Steve Jobs.
Jobs impacted my life in numerous ways through not only his great innovations and style, but also in his words.
Here’s my top 10 list of Steve Job quotes that have resonated with me over the years.
God bless you Steve and many thanks. You’ll be missed.
Steve Jobs Top 10 Best Quotes
- “We’re here to put a dent in the universe, otherwise why else even be here?”
- “Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.”
- “Innovation distinguishes between a leader and a follower.”
- “That’s been one of my mantras – focus and simplicity. Simple can be harder than complex. You need to work hard to get your thinking clean to make it simple, but it’s worth it in the end because once you get there, you can move mountains.”
- “I’m convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance.”
- Remembering that you’re going to die is the best way I know to avoid the trap of thinking you have something to lose.”
- “Stay hungry, stay foolish.”
- “The only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it.”
- “Your time is limited, so don’t waste it living someone elses life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of others opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”
- We don’t get a chance to do that many things and every one should be really excellent because this is our life.”
…And, one more thing!
10+. “You know a design is good when you want to lick it.” … And, “Design is not what it looks like. Design is how it works.”
Congratulations to our super client and all of our super friends at Idlewild & SoakZone for repeating as the ‘Best Children’s Park in the World!’ Here’s the press release we put on the wire earlier today. What a well deserving bunch!
Idlewild & SoakZone Repeats as Best Children’s Park in the World
LIGONIER, PA – September 17, 2011 – Today, at its Golden Ticket ceremony held in Santa Claus, Indiana, Amusement Today Magazine (http://www.amusementtoday.com) recognized Pennsylvania’s Idlewild & SoakZone (http://www.idlewild.com) as the ‘Best Children’s Park in the World’ for the second consecutive year.
“The Golden Tickets are awarded based on a poll of experienced and well-traveled amusement park fans worldwide,” explained Gary Slade, Publisher and Editor-in-Chief of Amusement Today. “Since the inception of the best children’s park category in 2004, Idlewild & SoakZone placed in the top two, and placed first in 2010. It’s a testament to Idlewild & SoakZone’s perseverance in providing a unique family- friendly entertainment value in such a beautiful park setting.”
“This honor means a lot to our dedicated team members, who work hard to provide a fun, family-friendly experience every season. To be recognized as one of the best is fantastic news for our guests and the Laurel Highlands region, who have supported us for over 130 years,” said Park spokesperson Jeff Croushore. “We’re overjoyed to once again be named Best Children’s Park and wish to share this award with all of our fans, both the young and the young at heart.”
For more information about the 2011 survey results, visit: http://www.goldenticketawards.com/
ABOUT AMUSEMENT TODAY’S GOLDEN TICKET AWARDS
Amusement Today is an amusement industry trade publication based in Arlington, Texas. Introduced in 1998, the Golden Tickets are the most prized awards in the industry. Amusement park fans worldwide are asked to rate the top parks in 25 categories. The 2011 international poll was the eighth for children appeal in its 14-year history. For more information, call 817.460.7220 or visit http://www.amusementtoday.com.
ABOUT IDLEWILD & SOAKZONE
Founded in 1878 as a picnic ground along the Ligonier Valley Rail Road, Idlewild & SoakZone (www.idlewild.com) is the oldest amusement park in Pennsylvania and third-oldest in America. Featuring seven theme areas, operations run late-May through Labor Day with “Hallowboo,” a Halloween-themed event, taking place in October. Idlewild is part of the Palace Entertainment family of parks that hosts over 14 million visitors annually at five theme parks, two animal parks, 10 waterparks, and 21 family entertainment centers. For more information, call 724.238.3666 or visit http://www.idlewild.com and http://www.palaceentertainment.com.
In life as well as is in brand marketing – long-term – truth and love always win.
On this solemn day of September 11 – the 10th anniversary of a day we Americans will never forget – I’m reminded of this truism and quote…
When I despair, I remember that all through history
the ways of truth and love have always won.
There have been tyrants, and murderers,
and for a time they can seem invincible,
but in the end they always fall. Think of it–always.
- Mahatma Gandhi
Wishing peace and comfort to all today and prayers to those who lost their lives and loved ones 10 years ago.
Let’s Roll America!
“True nobility is not about being better than anyone else, it’s about being better than you used to be.”
The halfway point of the 2011, was at noon on July 1st, exactly 182 1/2 days left before we ring in 2012.
So how are you doing on your New Year resolutions?
Personally, did you lose the weight you were trying to lose?
Professionally, are you hitting your sales goals?
Have you taken a hard look at your results to date and put a plan in place to finish what you started or are your goals out of whack, meaningless and unimportant?
It’s never too late to late, to improve, to succeed.
You have plenty of time, it’s just that you’re not using it properly and majoring in minor things.
Think (and do) about setting clearer goals for the rest of your year and think about (and do) easier ways to achieve them.
For example, if you’re like me and don’t always have time to go to a gym to workout, do you just give up?
Or, do you find an easier way to accomplish your fitness goals by working out at home using your own body weight, doing pushups, situps, skipping rope etc.?
If you’re not hitting your sales goals, do you know why? Do you know your sales ratios (e.g., how many calls/communiques lead to appointments to contracts)? Is it a simple matter of just making more contacts?
My goals are quite simple and they’re based on improving my own situation and being better than I used to be, not better than someone else.
“IT” should always be about you!
In short, my overarching simple goal is to improve my states of peace, love and happiness and I look at making plans for each many roles as a small business owner, marketing professional, husband, son, brother, uncle, friend, community member and most important ME (spirit, soul, being) and craft simple strategies, objectives and tactics to follow to improve my states of peace, love and happiness.
And, how to I get there?
I work on ‘getting there’ via several ways such as:
- Being in the moment and focusing on being fully engaged
- Delegating to great people
- Working in process improvement (checklists – group similar activities together)
- Waking up early (not watching much TV etc.)
- Saying ‘no’ to things that don’t help me achieve my goals (like lots of meetings when a phone call would do)
And lots more, because this is a journey!
And, hey I don’t always get there, but my batting average has increased over time with practice.
Focus on your being better than YOU used to be and your happiness because when you’re happy you’ll find that it’s contagious.
Don’t waste your time.
Learn to let go of – and don’t sweat – the minor things and focus on what’s really important to you, to your business etc., and see your happiness soar!
How high is up? As high as YOU want to make it! It’s always been about YOU and no one else.
Idlewild and SoakZone Best Park for Kids & Families
All of us at BrandMill are happy to report that one of our super clients – Idlewild & Soak Zone in Ligonier, PA (about an hour drive from Pittsburgh) – is now open and operating its 134th season of summer fun and has made a huge splash with its new water park attraction, “Wowabunga” Family Wave Pool.
New Wowabunga Family Wave Pool
Wowabunga features intermittent waves suitable for both younger and older guests as well as a “beach” area perfect for guests looking to soak up the summer sun. See awe-inspiring cirque entertainment all summer long at Cirque Extreme – Under the Big Top and enjoy the following special events – all included with the price of admission – and with free picnicking too:
- June 13 – 17 & June 20 – 24 – BOGO Days
- June 19 – Firefighter/EMS Family Appreciation Day
- June 27 – July 3 – Showcase of Stars
- July 4 – Fireworks
- July 5 -8 – Antique & Classic Car Show and Parade
- July 11 – 15 – Mister Rogers’ Neighbor Days
- July 18 – 22 – Meet the Marvel Comic Super Heroes (Iron Man, The Incredible Hulk, Captain America)
- July 25 -29 – Christmas In July
- July 31 – Cheerleading Competition
- August 12 – Italian Day Festa
- August 22 – 26 – Car Load Days
- October – Hallowboo!
For more details, check out this recent video on KDKA-TV’s Pittsburgh Today LIVE featuring Park Spokesperson Jeff Croushore.
About Idlewild & ZoakZone
Founded in 1878 as a simple picnic ground along the Ligonier Valley Rail Road, Idlewild & SoakZone is the oldest amusement park in Pennsylvania and third-oldest in America. In addition, it is rated the best kid’s park in the world by Amusement Today magazine and the best park for families by the National Amusement Park Historical Association. Idlewild features seven fun theme areas such as SoakZone Waterpark, Story Book Forest and Mister Rogers’ Neighborhood of Make-Believe. Seasonal operations run through Labor Day and “Hallowboo,” a Halloween-themed event, takes place in October. Idlewild is part of the Palace Entertainment family which hosts over 13 million visitors annually at 40 locations across the country. With 8 theme parks, 11 water parks and 21 family entertainment centers, Palace is the largest operator of water parks and family entertainment centers in the nation. For more information, call 724.238.3666 or visit http://www.idlewild.com and http://www.palaceentertainment.com.
Just got back in town to Pittsburgh, from two glorious weeks throughout Italy and Switzerland.
Ugh! What a state of depression I’ve been in since! Can’t wait to go back!
We saw some amazing, breathtaking sights such as the Sistine Chapel, The David (I’m a big Michelangelo fan), The Vatican, Pompeii , the Amalfi Coast, Capri, and much more.
However, one man/woman made creation that simply took my breath away as a marketer was the Gelateria (gelato) stands and stores throughout the various Italian cities we visited. They seemed to be on every street corner!
And, what a merchandiser’s dream of flawless execution.
Believe me, even if you were a severe lactose intolerant individual, you’d cave in to any one of these Italian gelato taste bud blowing experiences.
You would not be able to resist it!
As these pictures show, the merchandising of these Italian Gelateria’s are without peer. And, the taste delivers on the merchandising promise.
My question then is, “What are you doing with your merchandising to create a brand experience such as these Gelaterias?”
P.S.: For a great tour guide for Italy, the Holy Land and more, check out Fr. Anthony Nachef’s Proximo Travel. And, tell him Steve Wayhart sent you!
L-R - Priory co-owners Suzanne and John Graf and GM Tim McGlothlin. (Photo/Kelly Thomas)
Congratulations to a great client and family – the Graf family, owners of the Priory Hospitality Group in Pittsburgh, PA – for being recognized by the U.S. Small Business Administration (SBA) as the Family Owned Business of the Year!
All of us at BrandMill are proud to serve as a marketing partner of the Priory Hospitality Group.
