Growing up I was fortunate to be a decent athlete and play a lot of sports. Fortunate to be healthy, having fun and connecting with so many different people from all walks of life, races, creeds etc., that I never would have been influenced by or had the pleasure to meet.

While watching these crazy NCAA basketball games throughout March Madness you see the positive impact of team diversity – pay close attention and you’ll see and feel it. There were 11 different conferences represented in the Sweet 16, but the magic and excitement of seeing diversity goes so much deeper. Big schools, small schools, freshmen stars, senior role players, blacks, whites, Catholics, Protestants, Muslims and so much more.

Really, do you remember a more exciting tournament? Diversity rocks!

The success of diversity leaves clues people.

Take for example, my McAlma Mater and good friends at McDonald’s who’ve been rocking these days. Check out McDonald’s Board of Directors and of the 15 representatives listed, you’ll note 4 women (yes – 4 women), 2 Hispanics, 1 African American (who happens to be President and COO), a European and I’m sure there are more diversity examples that are not visible on the surface such as work experience, cultural experiences and more.

I’m lovin’ McDonald’s Diversity lessons and you should too.

Diversity wins games and market share.

P.S.: One of my mentors Tom Peters agrees that diversity wins.  And, I’m happy to say one of McDonald’s Directors Jan Fields in a former boss of mine – you go Jan!

Over the next two days, we’re participating in two separate presentations to the Pittsburgh American Marketing Association at the Duquesne Club downtown and to students at Chatham University.

My client John Graf – co-owner of the Priory Hospitality Group – and I are co-presenting and will review the success of our Winter White Wedding program which has driven first quarter wedding bookings by 400% and continues to rock – it helped us win the Pittsburgh American Marketing Association’s Grand Marketer of the Year Award!

The Priory’s Winter White Weddings are a true testament to the success of  “Blue Ocean Strategies” that profitably transform brands by pursuing low cost brand differentiation that makes your competition irrelevant.

To help you sail in Blue Oceans, click this link to review the Priory’s PowerPoint deck:
AMA Pittsburgh Marketer of the Year Priory Hotel 3.16.10

As a 50 percenter of Irish blood and a serial marketing professional, I thought I’d offer you dear reader, my 15 Marketing Lessons of St. Patrick’s Day to help you find your little pot ‘o gold at the end of a rainbow!

And, I’ll offer them quickly because I shouldn’t even be working today – St. Patrick’s Day is one of my many “high holy days” - and there’s a Guinness pint with my name of it at one of my favorite Pittsburgh Irish pubs (Paddy’s Pour House) and it’s getting warm! So here you go!

1. Green Marketing Lesson One – Making Money. Always keep money (making it or saving it) front and center of any marketing campaign. If you know anything about the Irish (and I do growing up in a large extended family), the majority have experienced challenging economic times and know the value of a dollar. So, incorporating zero based budgeting into your marketing processes will help you become more creative and help you do a lot more for less. 

2. Green Marketing Lesson Two – Sustainability. These days when you hear brands talk about sustainability, it’s related to the environment, but the basic pure definition of sustainability is “the capacity to endure.” Using the same color in your marketing communications reinforces your brand, makes your marketing work harder for you and enables your marketing to endure.

3. Green Marketing Lesson Two – Color. Design and color can help you communicate a great deal. Red – hot, stop; Blue – cool. etc., Keep in mind that all colors also come in a great deal of shades so don’t be boring and predictable.  Green has about 50 unique shades.

4. Create Multi-Sensory Emotional Appeals (e.g., appeal to people’s five senses of sight, sound, touch, taste, smell). In a recent post about, “Marketing with Sound,” I discussed the awesome power of sound, but you should also consider all of the ways you can appeal to your customer’s five senses. St. Patrick’s Day appeals them all with color, strong visuals of parades, people having fun; taste of ethnic foods like corned beef and cabbage and drink (pints of Guinness and shots of Jameson) etc.,

5. Appeal to One’s Ethnic Heritage. There’s nothing wrong with appealing to people’s ethnic heritage – net, different strokes for different folks.  In fact, it’s a growing and popular strategy due to our mobile society, immigration, single parent households etc.

Some of this strategy’s keys to success include knowing your market well, being aware of unique cultural nuances, being respectful etc.  Disney’s Epcot Theme Park’s World Showcase is a great example of ethnic marketing, but Denny’s Restaurants’ recent Pancake promotion is not.

6. Be Inclusive with Your Marketing. As much of an Irish heritage appeal the holiday provides, St. Patrick’s Day is all-inclusive and welcomes everyone to celebrate – everyone is Irish on St. Patrick’s Day!

7. Special Event/Thematic/Celebration/Holiday Marketing. Giving a unique thematic association to your marketing messages makes it easier for your customers to understand you and more immediately recognize you too. Tie-ing in to a major holiday celebration gives your promotion authenticity and a “reason why” you’re holding a sales event.

8. Limited Time Appeal. Having a hard date against a campaign creates urgency, excitement and traffic. Pretty obvious statement, but many marketers leave far too many campaigns without a clear end date and a sense of urgent appeal.

9. Spokesperson/figurehead/celebrity/image appeal. Having a Saint as your celebrity figurehead ain’t too shabby, but it’s the consistency of using the same appealing celebrity with a unique story is what works.

10. Iconic Marketing – Shamrock – brand, sell, profit. Mickey Mouse’s Ears, Ronald McDonald’s big red shoes, McDonald’s Arches and more.

Shamrocks do the same for today’s holiday – it’s the day’s badge of honor and identification. What’s your badge ID?

11. Rule of Threes. Legend has it that St. Patrick used the common Shamrock to teach the Celtic Pagans about the unique Holy Trinity of the Father, Son and Holy Spirit – 3 in 1 Godhead.

However, the “rule of three” symbolism in the good man’s teaching is relevant today as well because people’s minds are noisy and limited. Using the rule of three enables you to get them to remember you and buy-in a presentation or product mix selection. Small, medium, large; gold, silver, bronze; 3 bears; 3 blind mice; 3 Stooges (see more examples/proof here) – trust me – the rule of three rocks.

12. Be Positive. You won’t find a more positive group of people that the Irish. Despite all of their “Troubles” who else tells you that you can find a pot ‘o gold at the end of a rainbow? At Pittsburgh’s St. Patrick’s Day Parade this past Saturday, people throughout the day referred to the cold constant rain as nothing more, “a little Irish mist!”

13. Be Nice. You’d be hard pressed to find a nicer bunch of people than the Irish on St. Patrick’s Day too.

14. Have fun and don’t take yourself so seriously. In this age of “political correctness” the Irish are for the most part a happy and fun bunch and most Irish demeaning jokes bounce of them like water on a duck.

15. Plan Your Luck by Working Hard. In my opinion, “the luck of the Irish” is based on hard work – simple as that. You’ve probably heard the saying, the harder you work the luckier you get!” Well, its true. The majority of Irish are no strangers to hard work and I believe – all things being equal – people that work harder and smarter than their peers will meet with more profitable success in a shorter period of time.

Got to run, my pint is getting warm.

Slan (Gaelic for “farewell for now”)!

There’s a great article in Fast Company about the, “The 10 Most Addictive Sounds in the World,” by Martin Lindstrom.

Lindstrom’s neuroscience based hypothesis contends that over 80% of today’s marketing messages are based on sight and a brand is not maximizing its communications when it forgoes appealing to a person’s other senses. And, sound is underutilized!

Take a quick quiz here.

I’ve certainly witnessed the appeal of sound in automotive, amusement park and restaurant marketing (e.g., background music, worker noise levels etc.,) and found it fascinating that when the sound was removed from slot machines in Las Vegas, revenue fell by 24%!

Be more aware of the power of sound because when your customers can hear your sizzling steaks, you’ll hear your cash register ring more loudly!

As a brand marketing consultancy, people pay us to, “call their baby ugly” and discover profitable ways to make it more attractive. It’s not an easy thing to do, especially when the business owners or leaders you’re consulting with happen to be the ones who gave birth to the baby you’re critiquing.

A few months ago, I caught the news and television commercials about how Dominos Pizza executives blatantly called their baby – a pizza pie – ugly. They announced that they had listened to their customers (inside the company and outside the company) and had taken strong, bold steps to clean up their act and improve their product.

I applauded their authentic, open approach and knew if they were true to their words with actions and walked their talk, their honesty would be rewarded in spades.

Here are the steps Dominos took:

1. They first listened to their customers (internal and external) and agreed to take action because they believed what they were hearing – that is, their product was not good. They started to revamp their recipes more than 1.5 years ago following a ton of focus group and social media site criticism. Remember, the first step to transforming (see rehab) a brand or yourself is admitting you have a problem and need help.

2. They “started over” (total transformation) from scratch by revamping their pizza recipe (new sauce and cheese combination and herb-and garlic-flavored crust)

3. They launched an honest documentary style ad campaign (in short, “we’re sorry…we agree with you that our baby tastes like cardboard…we did something remarkable about it…we think you’ll love it…please try us again”)

The result? A ton of curious customers rushed to try the new Dominos pizza and rocked their sales. In fact, Dominos Pizza Q4 2009 profits more than doubled!

Here’s a great Dominos turnaround video explaining how it all went down.

And, here is a link to a current Dominos commercial challenging Papa John’s claims and a link to the story about their amazing results.

So what are some of the steps you should take when your company or client is performing poorly and you recognize radical change is needed?

Here are 2 suggestions.

1. Be careful and smart with your language. You need to be careful to not to just slam the poor quality of your brand’s systems, products, people, processes etc., because the people you’re trying to influence may be defensive. Have concrete facts.

2. Concentrate all positive energies on transformational business building ideas. Focus on specific business building ideas to help them achieve their KPIs (key performance indicators).achieve their business objectives. Discuss how you’ve experienced similar challenges and relay to them potential outcomes and blue sky possibilities.

Be a marketing ambassador of hope and handle those ugly babies with kid glove because when you do, their brand parents will adopt your way of thinking!

P.S.: I love all babies.

File this Blog post in your, “What were they thinking” folder!

From very reliable and ticked off sources, I understand that Denny’s restaurants have been airing a disrespectful television commercial degrading the Irish by offering unlimited pancakes or fries in celebration of the ending of the Irish Famine.

Mama Mia!

If this is a joke, it’s not even close to being funny. The Irish Potato famine (An Gorta Mor) which caused the suffering and death of 1.5 million Irish due to forced starvation and related diseases is nothing to celebrate.

It’s a blatant insult to the Irish and they’re mobilizing.

For you Brands involved in Social Media Marketing watch how this unfolds.

I’m sure Denny’s will pull the Ad, and some talking head (whose head and whose mini-me heads should roll) will say, “I take full responsibility…yadda…yadda.”

But, is a simple apology enough? I don’t think so.

Watch the Irish mobilize and give Denny’s their own version of a Grand Slam – the marketing bozos at Denny’s deserve it!

Here’s a protest letter (AOH Denny’s Letter) from the president of the Ancient Order of Hibernians.

First, they offend African Americans (who knows how many other people since) and are made to pay $54 million in Race Bias Suits, and now this asinine insulting ad?

As a marketer (and a restaurant and hospitaly marketer too), I’ve been amazed by the amount of positive coverage (Super Bowl Ad) in the mainstream marketing media about Denny’s Free One Day Breakfast campaigns.

As for me, I prefer a Denny’s tagline in Time Magazine, “Denny’s: Where the Food Is Free and Drunks Can Pee!” because I believe in truth in advertising!

Full disclosure – I’m 50% Irish and a member of the Ancient Order of Hibernians. And, I haven’t been a big fan of Denny’s since the African American incident. I go out of my way to get my eggs over medium at a local independent Mom and Pop joints and will continue to do so.  I suggest you join me.

FYI – I called the following Denny’s Customer Service number (1.800.733.6697) to demand that they pull this ad off the air, and they said, “I apologize and we’re aware of people’s concerns and we’re working to pull the ad.”

Some answer.

Note: The old days of a customer telling 9-12 people of her negative experience is way over.  With Social Media, it could be thousands. Brands need to raise their game, because if/when you pull a stupid act like Denny’s, you’re going to get blasted!

When I caught this headline, “Banned for Bad Tipping” on CNN.com today, I just had to check it out since we do so much work for restaurants and the hospitality industry.

View the story here:

I’m not sure who is right here, but my gut says the customer.

Even if the owner is correct when he says that his customer is not a good tipper, she still paid her bill for the basic food and service she received.

Now, I consider myself a pretty good tipper, but more and more I’ve been working to get back to tipping based on the quality of service I receive. There are far too many people and businesses in my life (and I’m sure yours too) where they feel entitled to a reward for doing basic or even sub par work.

It’s got to stop.

I’m not sure where or when this entitlement gig got started, but my guess is that it started sometime about 35 years ago in kids sports – especially baseball – where “Tee-ballers” started to hit baseballs off of tees (instead of having the ball pitched to them) and everyone started to get trophies regardless of where their team finished.

Oh yeah, I’m blaming it all on Tee-ball!

In the hospitality business, you’re supposed to be “hospitable” it’s the basic greens fee part of the gig. Tipping is supposed to be based on what someone does over and above the call of duty.

I mean my hot food should be hot and my cold food should be cold. Servers are supposed to deliver my food to me in a reasonable time with no foreign objects in, on or around it right? I’m supposed to tip you for that? C’mon people.

I checked out Magellan’s Worldwide Tipping Guide to see where we American’s rank and right there, I  confirmed my suspicion that we American’s are one crazy bunch of people. We tip more than just about every country in the world, and I’ll bet you agree that for the most part your customer satisfaction level with the majority of business and people is average to below average!

The interesting thing about my argument is that the majority of customer satisfaction scores in industries have statistically improved (see American Customer Satisfaction Index here).

Yeah, but my gut and head says that what people say and what people actually do and feel aren’t always coordinated. I believe most people have internalized their customer satisfaction expectations (read – lowered their bar) because for the most part, they’ve been let down so many times that they simply learn to accept and deal with sub par performance.

Here are a few of “Marketing Tips” for you today to help your Brand excel.

1. Get away from assumptions and entitlements – cast them aside
2. List your Brand’s basic greens fees of performance
3. From that list, work up a few cool ideas to “surprise, delight and impress (read – WOW)” your customers> Make sure these ideas are ones that your core customer base considers valuable and are not offered by your competitors.
4. Implement these new cool ideas.

Now – watch your tip jar explode!

P.S.: Years ago in a performance review session, one of my team members thought she should get a bonus (read tip) because, “I always come to work on time.” She was wrong to assume, but I was more wrong because I wasn’t clear in my expectations of performance training.  I never made that mistake again.  Big lesson.

Twenty years or so ago, I had several conversations with marketing colleagues about how supermarket chains lacked creativity. The general experience was underwhelming and one that most people dreaded.

During those years, I would take Cadillac, Oldsmobile and McDonald’s clients into Wegman’s supermarkets throughout western, New York to show them how great they were and to learn merchandising, customer service and overall retailing lessons they could take back to their car dealerships and restaurants.

They were amazed that you entered the store through the produce department instead of the typical trip past the cash registers as was the general industry practice way back then. Their merchandising strategies had no peer.

Wegman’s then and now, is one of the most innovative and well-run supermarket chains in America. It’s no surprise to me that they’re ranked #3 on FORTUNE “100 Best Companies to Work For.” They are consistently ranked as one of the top supermarket chains in the country and have received a ton of well deserved awards.

Stew Leonard’s – the world’s largest dairy store – was a hot case study of discussion too.

And way back then, I could not understand why the innovation I saw across the country was not occurring in my own backyard.

About 10 years ago, I got some some luncheon meat from the deli at my hometown Giant Eagle supermarket and was ecstatic to receive it in a plastic bag instead of paper! I mentioned my discovery to a colleague of mine whose spouse worked for the company and told me that the store received the bags as part of some deal and they were simply testing to get some use out of them. Amazing – it was a huge boost to my satisfaction.  This little simple new touch was so well received that it quickly spread throughout their stores and became a permanent part of their system.

Well, something must be a bit different in the water these days in Pittsburgh’s three rivers (especially the Allegheny River) because Giant Eagle has been on a tear of remarkably innovative new product launches such as its:

• GetGo Convenience Stores
• FuelPerks and FoodPerks – a billion dollar business conceived by CEO David Shapira – a great businessman and humanitarian
• Giant Eagle Market District

And now, Giant Eagle is testing in four concept stores it’s latest innovation for HBW (health/beauty/wellness) which could become a huge profit center by linking its supermarket pharmacies with its HBW departments. What a stroke of innovative genius.

I’m happy the new Giant Eagle has finally landed in “innovation land.” Their story should demonstrate to older established brands that it’s never too late to innovate.

To profitably increase your market share you need to establish an innovation plan and follow it. Don’t wait for competitors to come into your neighborhood to force you to do it. Self inflicted innovation is the preferred route to take.

P.S.: Not all innovations have to be big and expensive – think deli meat plastic bags.

Looking forward to great game and loving Pepsi’s decision to pass on Super Bowl ads (waste) and lead with its “Refresh Everything” online marketing project.

Two things I’m sure of about the Super Bowl.

One – someone named Peyton/Payton – will win!

Two – Pepsi’s campaign will be successful for them and similar types of brand initiatives that focus their marketing with a meaning (great book here – Marketing with Meaning) will create more long term brand success than over-priced, short-lived and joke-filled ads.

Pepsi’s “Refresh Everything” offers them a lot of extra ‘arms and legs’ such as adding folks to their database, promoting goodwill inside and outside of their company, community connections, generating great PR, making the US a better place etc.,

Check out the success of PR machine already!

Any brand – big and small – can learn a great deal from Pepsi’s Refresh!

I’m proud to announce that two BrandMill clients, John Graf of the Priory Hospitality Group and Kevin Joyce of The Carlton Restaurant both won two of the three most distinguished awards from the Pennsylvania Restaurant Association.

John won the Wilmer S. Lapp Keystone Award and Kevin won Restaurateur of the Year!

Our Winter White Wedding Campaign for the Pittsburgh’s Grand Hall at the Priory lifted sales an amazing 433% and our new Web site, Blog and email marketing campaigns for The Carlton have driven Web site views nearly 1000% – yes, not a typo – that’s driving one thousand percent Web site page views!

All of us at BrandMill are proud to be partners with these two super brands and gentlemen.