There’s an old saying in cause marketing which is, “People don’t join causes, people join people with causes.”

That is, if you’re a good friend of mine, and if I’m stricken with cancer and involved with one the American Cancer Society’s initiatives such as Relay for Life, chances are you will be more in tune with ACS messages and offer to help (donate money and/or time).

The same goes for Brand marketing these days too – more and more people are joining Brands which are in tune with their causes!

Brand marketing is taking on a whole new meaning which is simply put, “marketing with meaning.”

In this 24/7 age of corporate misconduct (AIG, Wall Street, Enron, BP) and citizen journalism, it’s an absolute “greens fee” for companies to make more meaning by being good corporate citizens and doing more (See Philip Kotler’s Values Based Marketing Model) for their employees and customers.

The chart above is from Ann Marie Kerwin’s article in today’s Advertising Age, How to Get the Social-Media Generation Behind Your Cause which outlines some key steps and  which also links to TBWA Chiat Day’s Eliza Esquivel’s Social Activism 2.0 whitepaper – good stuff.

Marketing with real meaning and brands that truly stand for something other than self serving profits will survive and thrive in the next decade and beyond. Those that don’t won’t be as profitable and/or won’t survive.

Here’s an example of great cause marketing by one of my client’s the Priory Hospitality Group and their announcement of a free Winter White Wedding for a veteran of the Afghan Iraqi war who’s from southwestern Pennsylvania.

See the video interview of The Priory Hotel’s John Graf here from KDKA TV’s Pittsburgh Today Live – we’d appreciate it if you pass the information along to a western, PA veteran.

Now in its 3rd year, the Priory’s generosity has been joined by several other area brands. One of the major reasons why the Priory’s business keeps growing is because they are genuine, caring community partners and employers.

Follow their example for success and make your little patch of the world a better place and watch your business grow too!

I haven’t been to a BP gas station since the Gulf Oil Spill and don’t plan on visiting one in the future. How about you?

Note: Super good book by Bob Gilbreath, The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning.

Since graduating from college, I voraciously read a new marketing book every 10 days and in my library you’ll find several books by the father of modern day marketing Philip Kotler.

What I love about the guy is that even though his book Marketing Management: Analysis, Planning, Implementation and Control, 13th ed., is the most widely used marketing book in graduate business schools worldwide he never rests on his success and still innovates and tinkers with his marketing theories and models of how marketing works.

I’m a big Philp Kotler fan.

Now, here comes Kotler again with his latest creation (co-written with Hermawan Kartajaya), Marketing 3.0: From Products to Customers to the Human Spirit.

The central theme of the book is based on the simple values-based (not value) matrix above which demonstrates how marketing today has shifted from Product-Centric (Rational Marketing – 1.0 era – e.g., Volvo = safety), to Customer-Centric (Emotional Marketing – 2.0 era) to today’s Human-Centric (Spiritual Marketing – 3.0 era ).

Marketing 1.0 and 2.0 were about how a brands products and services would serve its customers.  Marketing 3.0 is about how a Brand connect with the human spirit of its customers who desire that they assume their fair share of social responsibility for issues that concern everyone (e.g., environment, hunger, poverty, human rights, health and well being etc.).

Brands that behave and conduct themselves properly with regard to the environment, general community at large and create real meaningful demonstrable value that aligns with the social good will be welcome and respected.  The media will promote caring companies which will influence buying behaviors.

Kotler posits that most marketers are stuck in the past. His new model for marketing treats customers not just as consumers, but as complex, multi-dimensional human beings – customers with complex human spirits who are active, engaged, anxious, informed, creative and have the ability to easily connect with others.

Marketing 3.0 addresses the complexity of the human spirit and S.C. Johnson is just one of the many brands Kotler cites as those who are creating products, services, and company cultures that lead, inspire, and reflect the values of their customers.

This recently released book is on my shopping list because I read Kotler’s Marketing 3.0 whitepaper here – kotler_marketing_3.0_values_driven_marketing – sure wish brands like BP could have read it and embraced its philosophy – make sure you do!

In 20 days at noon, on July 2, 182½ days of the year will have elapsed and 182½ will remain before Jan 1, 2011.

Now is a great time to take a hard look at your marketing systems to see what’s working, what’s not working, what needs to be improved and what needs to scrapped.

That’s exactly what my team and I are doing.

Over the past few weeks, we’ve picked up a few significant pieces of business (believe me, I’m not complaining – we’re blessed) that have required us to more carefully analyze our systems and processes, clients, staffing, quality of work and more.

One of the “more” things we’re reviewing is what has led to our success and how we can refine our systems to not only do a better job for our brand, but also a better job for our clients.

It’s so easy to get caught up in busy work and daily tasks thinking you’re accomplishing things, but at the end of the day you find yourself majoring in minor things without focusing on game changing work along with better planning and performance based processes. Bottom line – you need to block out your time with high value activities!

Our fixed costs, staff and management hierarchy are low, small and flat by design, but with this sudden influx of new business we’re still working hard to clean up our act before considering adding new staff, equipment and even more business.

Here’s a list of our 20 questions to improve our business focus. The list is not necessarily in order and/or exhaustive, but all apply to People, Resources, Innovation, Marketing, Operations and Finance:

1. How can we improve upon keeping our promises
2. How do we make our company a more fun and enjoyable place to work
3. How can we attract high quality people who are proud to work with us
4. Does everyone have the tools and experience they need to be successful
5. How do we make our unique selling proposition more unique, meaningful and easier to demonstrate and communicate
6. How can we reduce costs without impacting our performance
7. What kinds of clients/industries should we target
8. What clients should we keep
9. What clients should we fire
10. What should be on our “to don’t” list
11. What are the three key things we can do to improve our client’s business
12. How can we speed up our efforts to quickly build our client’s business
13. How can we more effectively surprise and delight our clients
14. How do we create happier clients willing to provide glowing testimonials
15. What products and services should we stop offering and/or improve upon
16. What new products and services (or enhancements) should we be offering
17. How can we improve cash flow, collections and profitablity
18. What processes can we automate and systematize to improve performance
19. How can we better measure every sales action, marketing channel and map every touch point to determine our cost per lead, sales potential and length to close
20. What are we missing or failing to do with regard to people, resources, innovation, marketing, operations or finance to more profitably build a better business for ourselves and for our clients – what’s holding us back

So there you go – 20 questions to ask yourself over 20 days – one a day!

However, throughout your 20 day journey, here’s the thing to keep in mind.

Net – the big question we’re working on if you boil all 20 questions down into one is simply, “HOW DO WE WOW!”

We’re working on it and know it’s a marathon, not a sprint, but how do you wow?

I’m interested in knowing.

For anyone looking for a new job (pay attention college grads) or trying to get that next big sale and running into a roadblock because you can’t get the attention of a key decision maker, check out this brilliant job search strategy by copywriter Alec Brownstein.

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!

One of the things that sickens and saddens me in homelessness.

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’

This weekend is always a great time for me, because it gives me extra time to truly pause and reflect on my super Mom – I adore her (same goes for my mother-in-law too) and am so very blessed to have her in my life. Now, I’ve always been a believer in the Big Guy upstairs, but I’ll tell you if my Mom doesn’t make it to heaven, there just simply isn’t one!

While Mother’s Day comes just once a year, every day should be Mother’s Day for the incredible role they play in all of our lives.

Don’t you agree?

Salary.Com, has highlighted all of the job titles that best define all of Moms’  responsibilities which are (in order of hours spent per week): housekeeper, day care center teacher, cook, computer operator, facilities manager, van driver, psychologist, laundry machine operator, janitor and chief executive officer. I’d add dog walker/caregiver, guardian/protector, nurse/doctor, motivational speaker, cheerleader, life coach, healthcare consultant, gardener (PLUS – “day job’ working mom if it applies) and I’m sure my Mom could list more!

So what is Mom worth?

For me, and I’m sure for you, Mom is priceless, however Salary.Com gave it a shot to actually put a price tag on Mom’s work.

Based on a survey of more than 28,000 mothers, Salary.com determined that the time mothers spend performing 10 typical job functions would equate to an annual salary of $117,867 for a stay-at-home mom. Working moms ‘at-home’ salary is $71,868 in 2010; this is in addition to the salary they earn in the workplace.

Here’s a really cool thing you can give Mom on her special day – a customized paycheck – now you can’t put a price tag on your Mom, but Salary.Com is certainly giving it a go!

In Marketing, strong Brands are what it’s all about, so what you can you learn about brand marketing from Brand Mom? Here are 25 lessons (in no particular order) from where I’m sitting:

1. Have unconditional love for your family
2. Tell the truth, admit when you’re wrong and be truly sorry
3. Leave things and people better off than when you found them
4. Stand for something – Care
5. Clean up after yourself
6. Don’t be a blind follower – lead
7. Surround yourself with positive people
8. Do good work and be proud of your work
9. Perseverance – have resolve
10. Be a team builder
11. Be positive and enthusiastic
12. Be respectful and respect yourself
13. Be disciplined and follow through on execution
14. Keep your word – walk your talk
15. Servant leadership – serve others without looking for payback or PR
16. Smile, be nice and be courteous – say thank you and please
17. Speak up, speak clearly and write well
18. Say thank you and mean it
19. Plan ahead and be resourceful
20. Have faith, hope and dreams – think big
21. Know the value of a dollar – save money for raining days
22. Learn how to bounce and roll because you’ll fall and fail often
23. Sweat the details, but don’t sweat the small stuff
24. Be true to yourself – don’t be someone you’re not
25. Money isn’t everything, but Family is

Thanks Mom!

How about you? Anything to add?

Happy Mother’s Day Super Moms Everywhere!

I don’t have many favorite politicians – check that – I don’t have a one! And, I’d bet most of you don’t have one.

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.

If you’re feeling confused about the benefits of social media marketing,  uninterested or if you lack subject matter knowledge that’s OK. A lot of your peers feel the same way. Research on the effectiveness of social media marketing is mixed. Check out this recent chart by eMarketer and Ad-ology.

Again, it’s OK. Anything relatively new is bound to have mixed results.

For me, I’ve learned a long time ago that a few marketing best practices are to pay attention to new trends, don’t always follow the crowd, be an early adopter of new technology and to “fast fail” in my efforts.

I fall in the 16% of those who find that social media marketing helps me drive leads, stay up to date with industry shifts and competitive intelligence. And, like any form of exercise, the more you do it, the better you become.

For me, lead generation has been my biggest benefit of social networking driven by the thought leadership of my  Blog and showcasing our good works.

Small businesses rated Facebook the most beneficial social networking site, but I’ve found LinkedIn to be as effective and I’m surprised YouTube isn’t ranked higher.

We use YouTube a ton for Web site storytelling, email marketing, product demos, and customer testimonials and find it incredibly effective. You get out of things, what you put into them.

My recommendation with new technologies to clients is to set up a small team (or you take the reins by yourself) responsible for executing a plan and challenge them to understand the subject matter better, jump into it, experiment and lead.

Don’t believe your customers aren’t into social networking, because all research points to the fact they are and your next new round of younger customers are already fully immersed in it.  Or, aren’t you interested in surviving and thriving in the next decade?

Everyone’s busy and no one has the time for anything new that’s a fact – but, another fact is that you need to find the time, because these technologies aren’t going away and consumer use will continue to grow via new technologies that make it easier to understand, access, and use on a daily basis.

Can you say, “IPod, IPad and Smart Phone?” I Thought so!

Get on the bus and enjoy the ride!

Sources: eMarketer, Ad-ology, Citibank

I’ve been a practicing (and far from perfect) Roman Catholic and Christian all my life, and for over 25 years, I’ve been a practicing (also far from perfect) marketing professional.

For the past few months, I’ve been working on a lot of brand positioning exercises and marketing audits as well as attending a weekly bible study. As I’m preparing to enter Holy Week and Easter – my favorite time of the year – my professional and personal life is colliding in an interesting way.

I’ve been thinking about Jesus’ ministry and his time on earth a lot lately. And, I’ve been thinking about him as a brand too. And, when I think of him as a brand, his radical and remarkable message and unique selling proposition is clearly one of unconditional love, tolerance and forgiveness – but, love is his foundational core message. And, he demonstrated his core message of love by living it out loud through his actions and by making the ultimate sacrifice.

I say radical and remarkable because if you closely study The Sermon on the Mount, you’ll see what I mean. C’mon…turning the other cheek is one heck of a radical concept! Even today!

When I try to stand outside of my faith and look at Christianity as a product,  it’s amazing that it has spread throughout the world and has welcomed 2 billion adherents without depending on large scale ad campaigns, social media and the like.

Christianity has spread because one person – Jesus – started it by speaking his message of truth, being authentic, transparent and following a singular focused devout message of pure unconditional love for everyone.

It’s a great lesson for all of us people of the world and marketers too.

Happy Easter to all of you.

P.S.: With all due respect, this post is not meant to be sacrilegious at all, but merely an essay in effective branding/messaging. Also, for those of you interested in religious marketing lessons, I came across this Blog – Church Marketing Sucks – and found it pretty interesting. The site’s goal as stated is to…“frustate, educate and motivate the church to communicate, with uncompromising clarity, the truth of Jesus Christ.” Another interesting post is here, Jesus Is Not a Brand; Why it is dangerous to make evangelism another form of marketing, by Tyler Wigg Stevenson.