A studied view

by Barry Gantenbein - Barry@HighVelocityCommunications.com

I took a walk around the neighborhood the other day, and noticed that city workers had blocked off an intersection near my home. Careful to stay on the non-working side of the barriers, I could see the crew was replacing a section of storm sewer.

Because I live in the neighborhood, I knew that the sewer was a problem—often overflowing, causing water and ice to clog the intersection.

A backhoe loader—outfitted with a hammer and bucket—was removing the old concrete curb and gutter to gain access to the line, and replacing it with a larger pipe.

This observation took all of 10 seconds—just long enough to see what was going on, but not long enough to get in the crew’s way. I saw the barricades, the equipment, and crew, and wanted to see what was being done.

Before I began writing about construction in 1998, my only thought about barricades at an intersection would have been: I hope it doesn’t block traffic. I viewed construction solely in terms of how it affected me personally.

Learning a bit about construction has piqued my curiosity. Now, when I see a worksite, I want to know what’s being done, how the job is being completed, the types of equipment being used, and why the machines were selected.

I am reminded of the education of the young Sam Clemens in Mark Twain’s “Old Times on the Mississippi.” In a scene at the start of the story, Sam lights a pipe on the captain’s deck and enjoys the sight of the setting sun on the river. It is a simple pleasure he would never again enjoy.

To become a steamboat captain, Sam learns to read the river. Every ripple may conceal a sunken wreck that could rip a hole in the hull of his steamer. Every change in the river’s color could indicate a new sand bar or bank collapse that could strand his boat.

To captain a steamer, Sam had to learn to view the river critically. He no longer stared dumbly at the Mississippi. Instead, he studied the nuances, trying to figure out exactly why the water looked the way it did.

A studied view can be brought to any aspect of life, including beer. Instead of guzzling beer, savor the balance of hops and barley. Expose yourself to different types of beer, and how they complement different kinds of food.

An educated approach can be applied to just about any activity—business, art, music, food, nature, architecture, the stock market, baseball, virtually anything else you may be interested in learning more about.

So take the time to open your eyes—you might be surprised at what you see.

Make your customer relationships ‘sticky’

by Kris Matz -- Kris@HighVelocityCommunications.com

Everyone agrees that it generally costs more to acquire a new client than to keep an existing one.  So how do you make a relationship “sticky”—consistently being the choice of existing customers when new or repeat business is being considered?

• Educate the client. What value do you offer that your competition doesn’t? Keep the customer informed about your products and services. They’ll feel more comfortable with you and your products—and they’ll talk to others.

• Offer incentives. Be creative in what you offer your customers. Lunches, discounts and financing offers are great, but also focus on who your customers are and what they need to increase productivity and profitability. Consider offering product demonstrations and training programs. You’ll be the hero to the manager that brings these savings ideas to his or her company! 

• Communicate regularly. Stay in touch between the expensive in-person sales calls. One way to do that is with a custom publication. They allow you to target the market, speak the industry language, provide Customer Value Messages—and of course to promote your incentives.

Building a brand, tearing it down

by Jack Burke - Jack@HighVelocityCommunications.com

Starbucks, the world’s largest coffeehouse chain, has spent nearly 40 years building its brand. Now it’s going stealth. 

The Seattle-based company is dropping the Starbucks name on three Seattle-area stores. Instead of Starbucks, the remodeled stores will bear the names of their neighborhood.

One of the outlets, named 15th Avenue Coffee and Tea, features live music performances, poetry readings and sales of alcohol as well as hot drinks.

Starbucks’ logo will be absent, with bags of the company’s coffee and other products rebranded with the 15th Avenue Coffee and Tea name.

It’s the latest public relations move by Starbucks, which has been hit hard by the economic downturn and by lower-priced competitors like McDonald’s. 

During its fiscal third quarter, Starbucks began a multimillion-dollar advertising campaign meant to take on lower-priced rivals. The ads began running May 3.

In June, Starbucks added new baked goods and cut artificial flavors and ingredients from its food. 

Dropping the Starbucks name has gotten mixed reviews from industry analysts. Some say it gives Starbucks a chance to start fresh with its image. Coffee products may seem to be a non-controversial product, but Starbucks has generated a lot of animus for its ubiquity and some of its business practices. There’s even an IHateStarbucks.com website. The company itself keeps a “rumor response” area on its website to shoot down the latest Internet anti-Starbucks frenzy.

 

 

Connecting You with Your Customers

by Warren Eulgen - Warren@HighVelocityCommunications.com

That’s what you can expect from the communications investments you make with High Velocity Communications (HVC).

How can we make that promise to you?

Simple really. HVC’s approach to your strategic planning, whether for a project, a publication or a full-blown marketing communications campaign, focuses on the needs, problems and concerns of your customers and prospects.

Based on that understanding, you immediately have the basis for Connecting with Your Customers. When your products or services provide solutions that resonate, your communications will connect—big time!

How does HVC’s approach to creative execution make your good message great?

By working with you to identify the response(s) you wish to motivate. Knowing how your customers and prospects are most likely to engage your sales function. Keeping your brand promise and corporate DNA in mind. Utilizing a tone and manner that relates to your target audience. Packaging your messages with headlines, visuals and good content that stop people and invite readership.

Your end result: prospects who buy and customers who buy more.

Don’t skimp on customer service

by Kris Matz - Kris@HighVelocityCommunications.com

You can set your company apart by providing outstanding service. But how do you accomplish this when budgets are tight?

1. Recognize the value of every employee’s role in providing service to the customer. Those who never actually talk to a customer still play a critical role by performing their jobs properly—producing quality work and hitting deadlines.

2. Make sure all your bases are covered so customers don’t perceive diminished or delayed customer service. In the event of downsizing, cross-train employees to help keep things flowing smoothly.

3. Customers can sense dissatisfaction, so take steps to keep your current staff happy. Recognition for a job well done is important. Make sure employees know that you value their contributions. It’s the right thing to do, and it’s good for business.

4. Don’t let service to your best customers slide while trying to get new business. Remember: Your competition is probably chasing your best clients. Great customer service can slam the door on those efforts.

Where have we seen this ‘media revolution’ before?

by Barry Gantenbein - Barry@HighVelocityCommunications.com

We are in the midst of a mass media revolution. Digital media is delivering information and entertainment in a volume and variety unimaginable 20 years ago.
Think this media revolution is unprecedented? No—the same sort of thing has happened a number of times before.

• The world changed forever when Johannes Gutenberg invented the printing press in the 1400s. Prior to the printing press, the written word had been reserved largely for handcrafted religious tracts and was primarily the domain of clerics and nobility. With Gutenberg’s invention, printing became less labor intensive (monks working by hand had produced most written tracts). The number of topics and copies produced increased greatly, and reading became much more widespread.
• The printed word (books, newspapers and magazines) remained the dominant force in the mass media until radio broadcast became widespread in the 1920s and 1930s.

Suddenly, with the turn of a dial, listeners could hear the voice of the president, or a live broadcast of a baseball game or a musical concert being played hundreds of miles away. Once again, mass media had changed.
Music and radio plays (the theater of the mind) became more popular than anyone could have imagined. From the ’20s through the ’40s, radio was the dominant mass media.
A curious thing—people still read stories about the president in newspapers. They poured over baseball box scores and read stories about their favorite teams and players in newspapers and publications devoted to baseball and other sports. The printed word didn’t disappear.

• In the late 1940s and early 1950s, the growing popularity of television changed the mass media once again. People could now see and hear the president. They could also view live sporting events, news, and entertainment programs.

Radio plays largely disappeared, but sports, news, music, and talk radio continued to flourish. People still read books, magazines, and newspapers.
Television reigned as king of mass media through the ’90s.

• In the late ’90s and early part of this decade, the mass media paradigm began to shift once again. Digital media—DVDs, the Internet, and a host of other products—drew the public’s eyes away from the television screen. The Internet also became a readily available source for news and other information that had been delivered primarily through the printed word.

While a large number of newspapers and magazines have folded, the printed word continues to be a key source of information and entertainment for millions of readers. Television and radio also remain staples of everyday life.
What does all this mean? Mass media is continually changing to deliver information and entertainment in new styles. Older forms may change, but they generally don’t disappear. That means information and entertainment are available in varied formats, with the consumer able to choose the type they prefer. As the always quotable Martha Stewart says, “That’s a good thing.”

Amen.

Is a ‘vendor summit’ a good fit for you?

by Kris Matz - Kris@HighVelocityCommunications.com

A key client held what they called a “vendor summit” a year ago. Just the other day, for what seems like the hundredth time, I came across an initiative that reminded me of how helpful that session was—and continues to be.

Here’s how the summit it worked: The client invited all key marketing vendors to their business. About 20 attended, and the representation was across the spectrum: A printer, an ad agency, a custom publisher (that would be us)—even an envelope supplier.

We learned about the client’s history and its future plans. What were their goals and priorities for the next year? What promotions would they run?

Here was the surprising part: As the session continued, we learned more about not only our host, but the roles played by the other vendors—and how we could work together more closely. By the end of the sessions, the vendors were brainstorming as a group.

I hadn’t expected that.

The benefits have continued since then. There have been times in the last year when High Velocity has offered a new or enhanced product and I think, “This would be a perfect fit” for that client. Of course I let them know.

Their needs are met, and High Velocity gets more business. I think it’s safe to say we’ve all benefited.

And it started with the summit—a face-to-face meeting that opened the lines of communication. I expected it would make a difference, but didn’t realize how much.

Mixing business with summer reading

by Pete Kennedy - Pete@HighVelocityCommunications.com

Contemplating a relaunch of your website? Before starting, consider taking a look at “Don’t Make Me Think” by Steve Krug.

Krug is more concerned about function than creating a “cool” site. He is an advocate of sites that engage visitors—which, to a great extent, means not frustrating them.

He also understands the importance of both writing and design, and how the two need to work together.

I recommend the book, even if you’re hiring outside professionals to handle your web work. Is that web firm creating a functional site that will help sell your products—and won’t frustrate visitors? This book is at least a starting point in making that determination.

“Don’t Make Me Think” is an easy read because of Krug’s ability to boil down complex issues. In other words, you’ll actually learn something as you turn the pages.

As Krug writes: “Like a lot of common sense, though, it’s not necessarily obvious until after someone’s pointed it out to you.”

Shooting photos on the perfect day

by Jason France - Jason@HighVelocityCommunications.com

A key part of our business is shooting photographs—usually shots of machinery working in the field.

On occasion, a client wants to take his or her own pictures of a working machine for one reason or another. I had one aspiring amateur photographer recently ask me for a few tips before shooting construction equipment.

“It looks like I’ll have the perfect day,” he said. “The forecast is for clear blue skies.” He essentially felt like he didn’t have to succeed so much as “not screw up.” I said if he practiced the following, he would do more than “not screw up.”

• Set the camera to the highest quality (we use Raw at HVC) and the lowest possible ISO (100, given the sunny skies).
  
• Use a tripod if you have one. (This is more of a necessity on a cloudy day, but it never hurts to use it.)
  
• Don’t shoot the machine while it’s in the shade.
  
• The sun should be at your back or at a 45-degree angle.
  
• Don't shoot at high noon. Earlier or later is better.
  
• Don’t shoot the machine while you’re in the shade and it’s in the sun.
  
• Use a polarizing filter. It will brighten the blue in the sky and remove glare from glass and “hotspots” on the paint.
  
• Shoot on a variety of settings. Snap some pictures in “automatic” mode (so as to “not screw up,”) but also give the shutter and aperture priorities a try, too.
  
• Walk around the machine and shoot from many angles (three-quarters front is always good).
  
• Shoot high when you can. Stand on a stool, or something high if available. (You could use a pile of a dirt at a construction site, for example.)
  
• Shoot low. You can’t always get the high shot, but the low angle shouldn’t be a problem. Simply squat or even lay down. It makes a huge difference—literally, because the machines look much bigger and more imposing from a low angle.
  

There are lots more photography tips. Thousands of books have been written on the topic. And when we talk about photos internally we get into much greater detail.

But if you’re heading out the door trying to “not screw up,” this is a good place to start.