There is money for schools out there

There is money for schools out there but you must be able to show your potential advertisers and partners the value of working with you.

School districts are not set up like corporate media companies that structure themselves around advertising revenues. 
There are disadvantages to this but there are advantages too.

Learn to use your resources and measure what you can.  The big advantage of companies working with school districts are the advantage they get from the emotional response of the community.  People enjoy supporting companies that support them. 

The disadvantage is you have to work harder.  Tradition is not on your side.  You have to be vocal and you have to be innovative and you have to find ways to quantify results. 

If you have a Web site, anchor your metrics.  Find out your visitors, impressions, page views, and whether or not you can measure click-through's to an advertisers Web site.  This is the best and fastest way to get a steady stream of revenue flowing and a great way to get companies to trust that you are an authentic alternative to traditional advertising.

I'm going to add a weather widget to this blog.  Then, I'm going to see if we can do this on our Web site (http://www.ocps.net/) and see if we can get a sponsor for that.  If you want to look into this, there are two very popular Web sites with weather widgets that I trust.  http://www.weather.com/ and http://www.weatherbug.com/.  I don't know if it is viable to use their widgets on our site but I'm going to look into it.

Raising Money

When you raise money, you need a plan.  If not for you; do it for your clients.

I catch myself doing it a lot.  I get caught up in the chase of selling.  Now more than ever.  I think I have a great program and a great cause.  I have good contacts and something to offer.  It makes me want to call them and accurately explain the benefits.  That's what I do.  I wouldn't say I was ever a great salesman as much as I'd say I think I can find good matches.  There are a two big things here:
-If you don't buy in to what you are selling, it's hard to sell anybody on the idea.
-You don't have to be a great seller if you can find a match between what you have to offer and what a company would like to accomplish and convince them you're right.  That's where it gets tough. 

If I could hire one person in the world, it'd be him.  That's right:  Chuck Woolery.  The Dating Game was the ultimate sales show.  Check it here.  He wasn't the one actually selling anything but he was the conduit.  The matchmaker.  He put the possibilities out front and then let the girl or guy make the
decision that was best for them.  That's the best you can do.  Give them good options and let them control the tempo and the buy. 

But back to the beginning point being that you have to have a plan.  I read a story in Fast Company that the author (can't recall) talked about "purpose" behind the job. 

One of the workers ask the other why they are there.  The first guy looks up and says "the wages."  The next guy says "for my wife and kid" and they continue laying brick upon brick.  The third looks up and says because I'm part of building a great Cathedral."  Now, as the author pointed out normally the third guy gets all the credit for the really impressive and soul-searching answer of working towards some divine greatness.  Not all of us get that opportunity everyday.  But, actually all three of them are right.  Not one of the brick layers says "I like laying bricks." 

Have a plan when you talk to clients, give them good options, and show them the benefits.  When you start seeing really meaningful and successful relationships being built you'll find your clients will start getting better results and you just might like going to work more everyday.

Don't sell your jerseys just yet

Ever since I started at Orange County Public Schools, I've heard the murmors of how we're going to sell the naming rights on uniforms of athletes and make a lot of money. 

I've gotten several calls and emails from a few other school districts asking what I've thought about this.  I have also read in the local daily newspaper that I'll be selling the football team names to retailers and candy-makers.

Well, you can't do it. 

Before you try to pass school policy or before you approach a company to put their logo on your football teams jerseys, check the local High School Athletics Association webiste in their rulebook. 

Most have a rule that states you can not put third-party logo's on any game uniforms (yet you can do warm-ups.)  Here's an example when you get in to reading about uniforms for the sport of Track & Field:

"4-3-1 UNIFORMS: Competitors may wear a one-piece (singlet) or two-piece track & field uniform issued by the school... Commercial advertising, with the exception of the manufacturer’s logo, is prohibited on all athletic uniforms."

Every sport, at least in Florida prohibits any third-party logo/name/etc. on a high school athletic uniform. 

advertising vs sales

Are you in advertising or sales?

I ask myself that a lot. I wonder if there is a difference at all. So, when my brother-in-law told me he was going in to print sales I thought he'll be great. He's a great sales man. He's talked me in to many things that I haven't regretted but wouldn't have done without him pointing out the clear benefits and explained the risk/reward of the situation at hand.

He can sell.

I guess the thing that has me pondering his success would be whether he knows the advertising business well enough and, honestly, does it really matter if you do or don't?

Is there a benefit we can weigh or measure that can prove whether or not a person with a strong background in advertising has any advantage over somebody that is just damn good in sales?

Does it matter if you know ad giant, TBWA, is responsible for the 20+ years of historic Absolut ads?

Engage now more than ever

When a ad rep walks in and says, "hey, this guy on the phone wants to talk to you. He didn't get any response from his ad." I blame us. There is no reason anybody should let a sub-par ad see the light of day. Not in these times; not ever.

There are many sites and age old adages where you can find rules of advertising - the mainstay being Ogilvy on Advertising but there are a few tricks that can really be called on in tough times.

They don't just use newspaper or online or radio d.j.'s outside a liquor store. They don't include direct mailers or people in cardboard cut-outs standing at intersections (please, for your brand and the safety of these guys - stop that.)

There has to be something in your ad that says, "ENGAGE US."

Do something that will directly ask a specific person to do one specific thing. If it's a restaurant, pick one menu item - probably the one you sell the most or make a nice markup on - and promote the hell out of it. If it doesn't work; turn. Pick another one and do it again. If it works, the first sign you see it fade; turn. Pick another one and do it again.
This nifty little trick works with almost anything. Cars, food items, clothing, advertising, staffing.

But, here's the important thing: Ask. Ask the reader to engage you. Buffalo Wild Wings does a great job of this. They run an ad in our paper right now that says "6 Free Wings." They aren't running an ad for 1/2 price burgers - why? They aren't known for burgers. If your product is good; advertise it. Vice versa, somebody said the quickest thing you can do to kill a bad product is advertise it. Buffalo Wild Wings, or as my hipper friend says BW3, knows that if they offer you free wings with any purchase they are going to (hopefully) get you through the door. Then, people normally take care of themselves. At least, they are giving themselves a chance to impress somebody. Engage them.

There's a nightlife sector in Orlando and the hub of great marketing and advertising is Wall St. Plaza. They have a mastermind or something. They send me emails sending me on treasure hunts to find free Orlando Magic tickets and entwine those emails with other events and food specials. They are engaging.

If you spend your money and you want people to come in your establishment, or call your phone, or email you: Ask yourself why? Why would they unless you are engaging.

Look on Craigslist - I looked at "apartments for rent" on a Tuesday morning and at 9:00 a.m. there were already over 150 of them. Good luck sticking out in that crowd. Spend the money (full disclosure: I'm in advertising) but say something. If not, save your money and throw a kid on the side of the street and see if anybody falls for the "free cell phone" plan anymore.

Engagement advertising. Do something that you are good at and differentiate yourself and run through the procession screaming it like Paul Revere. Just don't scream "free cell phones."

(there are no free cell phones)

Online Role Playing

So, our paper was approached by one of our long-term clients and they asked us if we would do a "pay per lead" advertising run. That sort of question normally gets cringes.

It was time though. We are going forward with an experiment in the "pay per lead" arena that is seems to be popular with ad networks. I'm interested to get any feedback on this post.

We are trying to create something bigger by:

• Opening up another communication channel and allowing more communication through the weekly updates on leads
• Creating idea trading with our client to ensure they are getting the best response
• Allowing us to modify the ad while it is running to measure the leads and message clarity
• Being even more accountable to our client
  
• Optimizing their ad dollars
  
• Testing the future of "pay per lead" with our paper.

I'll post an update once it runs for a few weeks but I would enjoy any feedback or insights to this.

Even though it is a common practice in some arena's, it is still new to me.

Bad Bank Of America Visa Card

Our interest rates doubled. From 5.9% to 11% for no good reason. No late payments. Nothing.

We had a fixed rate and they said "Mr. Siatkowski, letters went out to 40 million people" so I don't feel alone?

Wondering who else this happened to?

We have 4 accounts with Bank of America and I'm trying to wrap my head around where the logic is in this. Was it Visa or was it Bank Of America - they girl I spoke with said it was Bank of America - I was shocked.

Customer service sent me to Percy who sent me to Samantha, the credit analyst and she said it happened to her too (with another company.) She told me "we're [Bank of America] the leader in the industry and other banks will follow what we do."

That doesn't help me much, nor am I concerned about that.

It seems that, in a recession, businesses would worry more about their customers, not less. Fact is we can pay off and close the account and we're looking for options to close the other three as well. We can find a 5%-7% interest rate elsewhere but - more importantly - it's the feeling we have. The yukky-nasty-boy-we-screwed-you-and-your-wife-feeling that won't go away after we transferred money and closed other accounts to use our Bank of America "Fixed" 5.9% rate. Then, months later hear its going to double. And, all I get is some customer service validation in "Sir, our 5.9% was kinda like a promotional rate." Gee, thanks kid.

In financially lean times, I won't tolerate it. I hope you won't either.

Salespeople should buy lots of stock

I think salespeople are the best stock brokers. Here's why: When one of my salespeople calls on a place and gets hung up on or belittled, I want to know who it was.

Because I do have a stock portfolio and, in times like this, I want the companies I'm invested in to be listening to all potential vendors. If there is a product or service out there that can better a company I have my kids future savings invested in, I want them to at least give them a listen.

We hear this over and over and over, that "it's not how it used to be."

When I personally make outbound calls I get a first hand experience with the company on the ground floor.

If they whip you in to some black hole of a voice mail or abruptly stop me in my first sentence or even hang up on me, I make a note of that. Not like some sinister hitlist; but I'm making sure I don't invest my money with them. Let's say I am peddling medicine and I call a doctors office and want to tell them we've just created an oral syrup that can drop the flu out of a person in 12 hours. The doctors office that listens and hears me out is the one that is not only going to get the word-of-mouth and some happy patients, but they're going to have a huge head start on the new business and the revenue. In the meantime, the company that hung up on me is going to have to scramble once they read about it in the paper or see they are losing money to their competition and find out how to get in touch with my company.

I abide by this. I have had great experiences with Apple, Proctor and Gamble, and Whole Foods and that's where I keep my money.

I have a horrible experience somewhere and the last thing I'd want to do - or have any friends and family do - is invest in that.

At the corporate level and ground level things can go back-and-forth. The corporate level may stink while the ground level operations go well. What I ask is: What's worth more? What happens when there is a mismatch and you have a good experience with one and not the other? Do you take your money out then? I do. I'm very conservative.

Looking for feedback here.

Community Lean

I think there is a big lean towards allowing companies back in to the communities.

Think of this: Is government saving your communities? Is government saving corporations?

Or, is the private sector actually going to do an end around and be the one saving local
communities?

It's all going down now. There are big deals in place in major markets where companies WANT to step in.

It's the best way to get in front of a community and say "we care." It's visceral and measurable.

If I told you I was going to have to stop my food voucher program (like Washington DC is currently doing for students in poor neighborhoods) and I had to pick private or government, I'd go private.

The school system should be turning to consumer packaged goods giants like General Mills and Kraft or looking back at some of DC's biggest vendors like Sysco or US Foods and ask for something back. Safeway did it - Safeway stepped in as a major grocery chain should in San Francisco and just donated $50k to a school system.

You think the people in that community didn't go out and support Safeway?

Exactly what I'm saying. NASCAR has the most loyal fan base out of any sport. If my driver uses Tide on his car, I'm using it on my BBQ-stained shirt.

If I told you your kids wouldn't have JV sports in their high school, but UnderArmour stepped in and helped them with underwriting the sports programs by sponsoring their football teams, you are telling me every parent, teacher, and student wouldn't be giving UnderArmour a good look over Adidas, Nike, and Wilson gear?

Exactly what I'm saying. Communities are getting lean and it's the perfect time for somebody to step in and step up. My money is on the private sector.

Swaggerize Me

So, I tried the www.swaggerizeme.com website for Old Spice. Pretty neat but like some campaigns it starts really strong - all the effort in the front end to ensure I plug all my contact information for future use - then ends a bit weaker. The actual articles are bland and broad in nature. Plus, if somebody googles you afterwards they actually show up which (like most new media) blurs the lines of facts and fiction since my real life misadventures and minor accomplishments are mired with some fictitious swagger articles.

To be fair, I didn't really have a goal there when I input my stuff so it's easy for me to be let down with the Swaggerize me campaign.
The campaign does fit in with the whole overall theme of Swagger so I give the proper respects there and the creative is good and the usability is solid.

It's definitely worth the 30 seconds it takes to complete the entire process (outside of the intro video that is pretty damn funny.) Hit it at www.swaggerizeme.com and let me know what you think.

Why all my business will go to "Say It Loud"

I always tell everybody here at The Orlando Weekly that we have to earn our clients trust. People don't just hand over their money or their business to just anyone.

That's why, after attending the Orlando Addy Awards on Saturday night in Orlando, all my clients are going to hear me talk about Say It Loud (www.sayitloud.us)

Here's why: Saturday several ad agencies won awards and we got to hear from some of them through their acceptance speeches. Congratulations to Push, Anson-Stoner and Fry Hammond Barr (who, along with Say It Loud, dominated the categories.

Yet, when Say It Loud came up to give an acceptance speech, Creative Activist Julio Lima came up and.... get this!.... he thanked his intern for handling most of the creative on one of the winning campaigns. He didn't take credit and, instead, he told the audience of about 280 people that he invests in his people.

The guy he thanked was hired as an intern while he was in school and when he graduated Julio hired him as a freelancer to work a campaign. It was that kid that was behind the award.

Julio and Say It Loud provided FREE tickets to a bunch of students to attend the event because he believes they need to see the best work in the industry. I know I'll be driving any of our clients that are looking for an ad agency that way from now on.

When I'm homeless because everybody tells me newspapers are going under, I think of one thing: I'm not going to have anything good to read. The blogs, this one included, just don't hit the mark of a good feature story. And, none of us have access to the resources or funding to conduct the watchdog investigations that we need to keep things right in the world.

There's just no community online. If I were a CEO of a corporation I'd be going all-the-way community. Community papers, community organizations, community funding and taking the surface streets to-and-from work. I might actually even take a bus. Maybe listen to a few folk on there. Times are getting tougher and I'm telling you now: Not everybody is pulling TGIF coupons off their Blackberry. Some are actually out there talking to each other, worried about their futures, and wondering what players in corporate America actually care about their well-being.

1.2 daily blogs

People create 1.2 blogs per day. So, in the age of misinformation we got more Chiefs; less Indians.

I'm totally old. I like the "select few." I like the Fourth Estate. I like people working hard to get to the upper echelon of any profession. Can you imagine NFL leagues in every state with 86 teams in each state. I am pretty sure I could make one of those teams. It would lose the thrill, be no fun. I wouldn't watch football anymore.

I like that I trust the alternative weeklies (which I work for) with researching and writing distinguished stories that are in-depth and useful. I look over the internet and most the content is waste. We want to cut back on waste everywhere yet we are overwhelmed with the equivalent of sitting next to the nonsensical talker on the bus. You can move around but then find that most people on the bus want to talk your ear off and nothing they say has any value to you.

"You know I heard they say if you fall asleep with your head leaning to the left, you'll be less likely to get cancer."

"If you beep your horn, you could be attacked by a rare bird that has migrated to the States"

"My mom made me play the piano and now I hate my father"

None of these have made any sense, don't hold a lick of value, and basically waste my time.

I worry what happens when there is no structured traditional media. I'd be all for that bailout. I think news and education are two cornerstones we can't afford to lose.

Thank goodness for that bailout bill.... money for the Philapino Veterans and that subway from Vegas to L.A. Should make a huge difference in the long run.

How about we kick some more coin to traditional and new media instead. Of course, I'm partial.

why give anybody your money

I wouldn't give the racist hotdog guy outside my window money and think he's going to talk to his customers about our newspaper and bring us advertisers so why do so many companies trust just anybody with their brand, message, cause, or product?

It's irresponsible.

Here's why: If you give somebody money you, 99.9% of the time, you expect something back (and rightly so.)

You want:

• Gratitude
• reputation
• awareness
• support
• opinion
• agreement
• customers
• distributors
• sales
• something...

If you give somebody money, here's what I recommend. Think of it like we're drinking red wine and we're in a seedy bar in South Jersey. No real deals of consequence ever get made there but everybody thinks so... so do this. Please. For me.

If you give somebody money:
Know them
Trust them
and know how to find them.

They should be somebody whom you trust will do their best to provide you a return on your investment and be willing to stand by and be there if there are any problems or to provide any support you might need.

Too many people throw money to advertisers without asking who the advertising medium's audience is. Ask us who we reach if we don't tell you and know this - if we don't offer it up excitably at first, you might want to really check and make sure you know who we reach and you might not even want to take our word for it.

Ask other people who have advertised with the company how their experience was. Did they get good advice, would they run there again, how was the customer service, was the price set (can it negotiate?)

And finally, know that the company has either been around for a long time or has some strong footing. Too many fly-by-night decisions get made in advertising. In traditional media it happens with some "community" paper that is up and running for a few months or a group of investors who love a common subject (Orlando just released "Pure Cash" that is all about - from the cover - gold chains and big bottomed beauties and it is as thin as a menu.)

Not too say if that's your niche market you shouldn't consider it. Your advertising doesn't have to reach everybody; it has to reach the most people that you believe are your target market.

Just don't waste your money. Pure Cash homie.

Gotta get back in the habit here....

Hmm, here's some topics I'd like to hit on but would prefer getting feedback on.

Print classifieds vs. Craigslist.

What would be lost if newspapers quit.

And, more importantly, why does everybody like reverse copy?

Over and over, it's proven that reverse copy doesn't work. Convince me when it does.